NPCI to evaluate brand value of RuPay
NPCI is looking for a market research agency to undertake research on brand health of the RuPay product every quarter. NPCI feels there is need to assess the brand strength of RuPay, a card payment scheme launched by it, and conceived to fulfill RBI’s vision to offer a domestic, openloop, multilateral system which will allow all Indian banks and financial institutions in India to participate in electronic payments. NPCI is planning to launch campaigns at regular intervals to positively impact the brand KPIs. These would include programs of awareness, familiarity, consideration, preference and recommendations. In this pursuit, NPCI wants to know the brand perception, brand persona, change in customer base over the period etc. The engaged agency will be required to conduct a market research exercise to understand the brand’s health vis-à-vis competition in terms of salience, consumption and disposition as well as perception to brand’s health at regular intervals.