SlideShare utilise les cookies pour améliorer les fonctionnalités et les performances, et également pour vous montrer des publicités pertinentes. Si vous continuez à naviguer sur ce site, vous acceptez l’utilisation de cookies. Consultez nos Conditions d’utilisation et notre Politique de confidentialité.
SlideShare utilise les cookies pour améliorer les fonctionnalités et les performances, et également pour vous montrer des publicités pertinentes. Si vous continuez à naviguer sur ce site, vous acceptez l’utilisation de cookies. Consultez notre Politique de confidentialité et nos Conditions d’utilisation pour en savoir plus.
Understanding Usage…by determining… The "who-what-when-where-how" dynamics of category usage and behaviorHow usage/behavioral dynamics change among brandsWhy consumers/users buy specific products/servicesLevels of brand loyalty and what drives it
Understanding Attitudes…by determining: Consumer/user "needs"Attitudes toward brands - perceived brand performanceGaps between needs and performanceAnd perceived strengths/weaknesses of client brands vis-à-vis competitors.
Brands: popularity, trial use rate, brand diversion, loyalty Usage: used products, users, application time, occasions, modes and frequency Purchase: purchased products, buyers, purchasing occasions, modes, frequency and amount Brand Assessment: overall, functional, emotional Media Contacts: TV, newspapers, radio, network and outdoors Life Forms: social values, attitude towards life, family, career and purchase Background Information: business establishment time, sales revenues, number of employment and business ownership
Usage And Attitude Survey
USAGE AND ATTITUDE SURVEY<br />Group 10A<br />Sumeet Kad – TAJAN Joseph – tariq ahmad taruN poNwar – viNeet maurya<br />
WHAT IS …<br />USAGE<br />The act, manner, or amount of using/treating<br />ATTITUDE<br />A state of mind or a feeling<br />
WHAT IS AN U&A Survey<br /><ul><li>A comprehensive survey, usually carried out on an ad hoc basis, that covers not only brand usage and purchasing behaviour but also awareness and attitudes … esomar</li></li></ul><li>WHEN TO USE AN U&A Survey - 1<br />Take stock of the market.<br />Establish a database on past or present behaviour.<br />Identify changes in usage behaviour.<br />
WHEN TO USE AN U&A Survey - 11<br />Identify marketing opportunities by uncovering 'gaps' in what is offered or by seeing an opportunity to reposition a product.<br />Predict future trends and behaviour by using the present as a benchmark.<br />
UNDERSTAND USAGE<br />the "who-what-when-where-how" dynamics Of category usage and behaviour<br />How usage/behavioural dynamics change among brands<br />Why consumers/users buy specific products/services<br />Levels of brand loyalty and what drives it<br />
UNDERSTAND ATTITUDES<br />Consumer/user ‘needs’<br />Attitudes toward brands - perceived brand performance<br />Gaps between needs and performance<br />perceived strengths/weaknesses of client brands vis-à-vis competitors <br />
QUESTIONNAIRE DESIGNHOW TO…<br /> In order to write the optimal questionnaire, you have to know and understand the relationship between the products and their consumers. <br />
QUESTIONNAIRE DESIGNHOW TO…<br /> In order to know and Understand this relationship, you have to spend the required time with consumers, in the place where they use the products and at the time when they use them.<br />
Issue A cereal manufacturer has noticed falling sales in one of its basic family cereals, but doesn’t know why or exactly which former users are no longer purchasing the product.<br />Solution A usage and attitude study may show that urban adult baby boomers who used to purchase this product have switched to less sweet, higher fibre cereals. With this knowledge, the manufacturer can determine whether a new product should be developed, or whether one of the existing family products can be reformulated or repositioned to reflect the change in the target consumer.<br />