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¡ð U&A study is a frequently used research method. It can provide information of consumers¡¯ using and buying habits, consumer¡¯s attitude to the brand as well as market competition information.
¡€U&A study can solve such marketing management problems:
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¡ðFind new chance for the current product or new launch
¡ðSegment the market efficiently and choose the target
market to make sure the product positioning.
¡ðMake marketing strategy
¡ðEstimate the marketing activities of companies |
¡€U&A study is used to measure the indexes below
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¡ðBrand£ºawareness£¬trial£¬brand matrix£¬brand loyalty...
¡ðProduct using £ºproduct£¬user£¬period, occasion, way, frequency...
¡ðProduct buying£ºproduct£¬buyer£¬place, way, frequency, amount...
¡ðAttitude towards the brand£ºoverall, functional and emotional attitude
¡ðMedia contact£ºTV, newspaper, broadcast, internet, outdoors..
¡ðLife style£ºvalue, life attitude, attitude towards family and career, attitude towards buying...
¡ðBackground information£ºage, income, occupation, education level, religion |
¡€Search market opportunity for the product
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¡¡¡¡On the basis of the above information, we can make further analysis to find potential market opportunity. For example, by analyzing the importance of the problem that consumers meet in their daily life, as well as their satisfaction of problem solving, we can draft a ¡°importance-satisfaction¡± graph. From the graph, we can find out something that consumers are unsatisfied with regarding the product, thus we can improve the concept and selling point of the new product. |
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