Consumers' Relationship with Category

Specifically, the questions we would like the research to answer are :

• What consumers know about the category?
• What they think or feel about it?
• How interested/involved they are in it?
• How they distinguish between different product types, brands, etc.
• When they would buy/use one product/brand rather than another and why?
• What do they look for in this category?
• What stimulates and motivates them?
• What functional values they are looking for?
• What psychological values?