Purchase Barrier Analysis – Multiple FMCG Clients

Objective

To uncover reasons for decreased sales and understand barriers preventing consumers from purchasing or repurchasing certain products.

Methodology

• Quantitative survey using structured and open-ended questions.
• Analysis of repurchase intent, perceived value, product experience pain points, and reasons for low intention to purchase.
• Correlation analyses between repurchase intent and image attributes.

Key Findings (anonymised & illustrative)

• Price sensitivity and availability were the top-reported barriers. For some products, health was the biggest concern.
• Some users perceived limited differentiation between brands, showing a lack of novelty.
• Packaging usability and unclear instructions negatively impacted some repeat purchases.

Actionable Recommendations

• Optimise price positioning and promotional frequency.
• Improve product usability and labelling clarity.
• Highlight novelties and key differentiators in brand communication.

Role & Skills Demonstrated

Survey design · Open-ended coding & analysis · Behavioural insight development · Stakeholder reporting