Defining the Value Proposition of Copper in India’s Building Wire Market
Ayvole helped a top copper producer define its value proposition in India’s building wire market through qualitative research with stakeholders. The study revealed drivers of copper preference, mapped the purchase journey, and identified key influencers shaping buying decisions.
Overview
In a market dominated by commodity-driven choices, our client—a leading producer of copper and aluminum products—sought to differentiate its copper wires by uncovering their unique value proposition. This study explored stakeholder attitudes, usage patterns, and decision-making dynamics within India’s building wire segment.
Context
The client is renowned for its high-quality copper products used in transformers, cables, and conductors. With growing competition and price sensitivity in the building wire market, they aimed to understand how copper is perceived across the value chain and what drives its preference over alternatives like aluminum.
Our Approach
Ayvole conducted in-depth qualitative research through interviews with key stakeholders—manufacturers, builders, contractors, electricians, and retailers—across multiple regions in India. This multi-perspective approach allowed us to capture nuanced insights from both decision-makers and influencers.
Key Insights
Preference Drivers & Barriers: We identified the core triggers that lead stakeholders to choose copper over aluminum, as well as the barriers that hinder adoption.
Competitor Landscape: The study mapped how competitors position their offerings and where copper stands in terms of perceived value.
Satisfaction & Trust: Stakeholder feedback revealed high satisfaction levels with copper’s performance, especially in safety and durability.
Influencer Impact: Electricians and retailers emerged as critical influencers in the purchase journey, often shaping final decisions more than formal specifications.
Purchase Journey Mapping: We traced the typical buying process, highlighting key touchpoints where value communication can be most effective.