Key success factors
Decision and purchase tunnel
- Identify the key success factors for the Molli brand with committed customers.
- Determine the buying tunnel (from the moment they first heard about the brand to the actual purchase) with a view to adapting the marketing strategy in the short and medium term.
Qualitative study carried out in the form of a focus group
to meet customers who are committed to the brand and understand their decision-making and purchasing process.
Sample: 14 customers committed to the Molli brand (having made more than 3 purchases in the last 12 months).
Study carried out in the Molli showroom (Paris).
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