Consumer Research: Applications in the Real World
Types of Consumer Research Product Research Test Marketing Packaging Test Pricing Research Usage and attitude (UnA) research Distribution Research Advertising Research
Product Research and Test Marketing
How New is New? High 10%
20% Newness to the company
New product lines
New-to-the world products
26%
26%
Revisions/ improvements to existing products
11% Low
Cost reductions
Low
Additions to existing product lines
7% Repositionings
Newness to the market
High
Stages in New Product Testing Concept development and testing Business analysis Commercialization • Quantitative (and also Qualitative) research can be applied in all these stages
Examples of Concept
Examples of Concept
Examples of Concept
• Apogen adalah konter farmasi yang terletak dalam minimarket dan menyediakan produk obat berkualitas, terjamin keasliannya dengan harga terjangkau, khususnya obat generik. • Apogen merupakan bentuk usaha retail farmasi yang didukung oleh grup yang bergerak di bidang kesehatan. • Produk yang disediakan adalah obat2 generik, obat bebas (OTC) dan suplemen kesehatan.
Concept Development and Testing: Techniques FGD Monadic Ratings Paired Comparison Ratings Sequential monadic Conjoint analysis Usage test : including blind test At central location Home placement
Central Location Test
Central Location Test
Home Placement Test Product is placed at consumers’ home Use the product as guided Fill Diary Interviews: pre and post usage Blind test
Penalty Analysis untuk Formula A – Panel 1 Secara umum, di mata para peminum kopi yang juga peminum HCM, FA tidak memiliki atribut yang perlu di improve, kecuali untuk “after taste milkyness” nya. 4,50 +Kemantapan Rasa
4,00 3,50
MEAN DROP
3,00 2,50 +AT Susu
2,00 1,50
+AT Pahit +Pahit
1,00
-Pahit
0,50
0%
+ Too Much - Too little
-AT Manis -Manis -Susu -AT Susu -Warna +Aroma
+Kekentalan
0,00 -0,50
-Kemantapan Rasa +AT Kopi -Kopi -AT Pahit +Kopi -AT Kopi +Manis +Warna +AT Manis -Aroma +Susu
5%
-Kekentalan 10%
15%
% RESPONDENTS
20%
25%
Penalty Analysis untuk Formula A – Panel 2 Sementara itu, dimata peminum HCM yang bukan peminum kopi, kurangnya rasa manis, kurangnya aftertaste rasa manis, kurangnya rasa kopi serta kurangnya milkyness menjadi atribut yang perlu diperhatikan, karena memberikan mean drop yang lebih besar diantara atribut yang memilki respons lebih dari 20% 2,50 +Kopi 2,00
-Susu
-AT Susu +AT Kopi
MEAN DROP
1,50
+Pahit +AT Pahit -AT Pahit -Aroma
+Manis
1,00
-AT Kopi
+Warna -Kekentalan
-Manis
-AT Manis -Kopi
-Kemantapan Rasa
+AT Manis +Susu
0,50 +AT Susu
+Kekentalan -Pahit
+Aroma
-Warna
0,00 0% -0,50
+ Too Much - Too little
5%
10% +Kemantapan Rasa
15%
% RESPONDENTS
20%
25%
30%
Business Analysis and Commercialization Objective: Estimate the sales level Estimate profitability
Techniques: Test Marketing
Test Marketing Number of cities to be tested? At least two cities for each test program 5 major cities: Jakarta, Surabaya, Semarang, Medan, Makasar
Length of test: usually 6-12 months but depends on: Repeat purchase activity How soon will competitors react The cost available
Packaging Test
Examples of Packaging Test: Stick vs Box Complementary or Substitute?
STICK PACK
Examples of Packaging Test: Stick vs Box
BOX PACK
Pricing Research
Price Sensitivity Measurement (PSM) Questions The respondent is presented with a product / service (and contextual information) and then he/she is asked to identify certain price points in relation to the product – essentially to indicate the perceived value of the product. • Expensive
At what price do you feel that the product starts to seem expensive but you would still consider buying it? • Too Expensive
At what price do you feel the product starts to become too expensive and you would not consider buying it? • Inexpensive (Bargain or Cheap)
At what price do you feel the product starts to seem inexpensive and you would consider buying it? • Too Inexpensive (Too Cheap)
At what price do you feel the product starts to become so inexpensive that you would doubt its quality and would not consider buying it? No price prompt (hence, spontaneous) to avoid the potential for the initial price to influence the results
The percentage data of each question is accumulated as follows [The lower a price is , the more people think it is cheap]
Too Cheap
Too Cheap...
[The higher a price is , the more people think it is expensive]
Cheap
Expensive
Cheap...
Expensive...
Too Expensive
Too Expensive...
PSM - Interpretation of output result 70%
Expensive
Cheap
60% 50%
Too Cheap
40%
Indifferent Price Point : is the price where the number of people who view the product as expensive equals the number who view it as inexpensive; intersection of the expensive and inexpensive curves
Too Expensive
IPP
Point of Marginal Cheapness : is the intersection of the expensive and too inexpensive curves
30%
PME
Point of MarginalExpensiveness : is the intersection of the inexpensive and too expensive curves
PMC
20%
OPP
10%
OptimalPrice Point : The point where resistance against the price is minimized – those viewing it as too expensive equals those viewing it as too inexpensive; the intersection of the too expensive and too inexpensive curves
Acceptable Price Range
0% $2
$3
$4
$5
Price Acceptable price range is the range between the PMC and the PME. Theoretically, few competitive products in an existing category would be priced outside this range, so there would be few sales outside of this range
$6
PSM untuk Produk Sistem Kekebalan Tubuh Bentuk Sirup – 60ml Base : Semua Responden Ibu, n = 66
Unbranded PMC
OPP
Normal (IPP)
PME
All
Rp 20,204
Rp 25,218
Rp 26,969
Rp 34,657
Panel 1 (Stimuno Syrup)
Rp 20,629
Rp 25,282
Rp 27,634
Rp 34,815
Panel 2 (Non Stimuno Syrup)
Rp 19,307
Rp 25,183
Rp 26,079
Rp 34,322
PMC
OPP
Normal (IPP)
PME
All
Rp 21,010
Rp 26,753
Rp 28,515
Rp 38,485
Panel 1 (Stimuno user)
Rp 21,811
Rp 27,738
Rp 29,418
Rp 38,333
Panel 2 (Non Stimuno user)
Rp 20,446
Rp 26,212
Rp 27,418
Rp 38,612
Branded
F1. F2. F3. F4. G1. G2.
Berapakah harga produk sistem kekebalan tubuh dalam bentuk syrup 60ml yang menurut Anda murah dan Anda bersedia untuk membelinya? [OPEN] Berapakah harga produk sistem kekebalan tubuh dalam bentuk syrup 60ml yang menurut Anda terlalu murah sehingga Anda meragukan kualitasnya dan tidak bersedia membelinya? [OPEN] Berapakah harga produk sistem kekebalan tubuh dalam bentuk syrup 60ml yang menurut Anda mahal tapi Anda masih bersedia untuk membelinya? [OPEN] Berapakah harga produk sistem kekebalan tubuh dalam bentuk syrup 60ml yang menurut Anda terlalu mahal sehingga Anda tidak lagi bersedia untuk membelinya? [OPEN] Jika harga produk ini Rp 25.000, Berapakah harga produk sistem kekebalan tubuh dalam bentuk syrup 60ml yang menurut Anda murah dan Anda bersedia untuk membelinya? [OPEN] Jika harga produk ini Rp 25.000, Berapakah harga produk sistem kekebalan tubuh dalam bentuk syrup 60ml yang menurut Anda terlalu murah sehingga Anda meragukan kualitasnya dan tidak bersedia membelinya? [OPEN] G3. Jika harga produk ini Rp 25.000, Berapakah harga produk sistem kekebalan tubuh dalam bentuk syrup 60ml yang menurut Anda mahal tapi Anda masih bersedia untuk membelinya? [OPEN] G4. Jika harga produk ini Rp 25.000, Berapakah harga produk sistem kekebalan tubuh dalam bentuk syrup 60ml yang menurut Anda terlalu mahal sehingga Anda tidak lagi bersedia untuk membelinya? [OPEN]
UnA Research
Usage and Attitude Research Understanding how consumers using the product category: • • • • • • •
When do the consumers using the product category? What to be used: does variant matters? Where do they consume/use the product or product category? How much do they use the product?: Heavy, light users? How or where do they purchase the product? How do they perceive the brands? Etc..
Data Collection Technique Quantitative Research is commonly applied, but Qualitative research might give more insights Survey In-depth interviews: semi structured Focus Group Discussion
Alasan Tidak Meminum Kopi: Kualitatif Tidak menyukai rasa dan aroma kopi, memiliki penyakit maag, rasa khawatir akan kecanduan kopi, dan tidak dapat tidur di malam hari merupakan alasan para responden tidak meminum kopi
Tidak menyukai rasa kopi
Memiliki penyakit maag
Aroma kopi dirasa menyengat
Khawatir tidak dapat tidur ketika malam hari
“Saya lebih pilih konsumsi susu, dan saya tidak suka kopi” HiLo Kacang Hijau – Non Coffee User
Khawatir kecanduan kopi "Hanya takut kecanduan saja. Saya kan ada maag juga jadi jarang" Anlene Vanilla - Non Coffee User
“Baunya terlalu menyengat, saya tidak suka. Selain itu saya juga punya penyakit maag jadi akan sakit ketika selesai minum kopi” Anlene Vanilla – Non Coffee User
Jenis dan Merek Kopi yang Dikonsumsi Responden Para responden peminum kopi mengkonsumsi berbagai merek kopi instant
Luwak White Koffie
ABC Susu
Nescafe
"Sebenarnya kalau lebih suka yang ABC susu karena rasanya pas sekali antara kopi dan susunya, Saya lebih sering minum kopi dikantor jadi saya meminum Nescafe karena memang itu yang disediakan di kantor. Kalau dirumah saya minum kopi hanya pada saat weekend" Produgen Vanilla - Coffee User
Good Day
Torabika Cappucino
ABC Mocca
Kapal Api Susu
"Good Day dan Luwak White Coffee. Saya sebenarnya lebih senang Good Day tetapi karena saya memiliki masalah lambung, akhirnya saya minum Luwak White Coffee" Produgen Cokelat
Faktor-faktor yang Dipertimbangkan Dalam Memilih Merek Kopi Rasa merupakan faktor utama yang dipertimbangkan oleh para responden peminum kopi ketika memilih merek kopi. Rasa kopi Rekomendasi dari orang lain Aman untuk dikonsumsi Merek kopi
“Yang utama rasa. Kalau rasanya enak pasti kita ingin sekali membelinya tetapi kalau tidak enak dan sudah di beli bisa-bisa dibuang” HiLo Cokelat – Coffee User "Rasa, keamanannya, kemudian merek kopinya" Anlene Vanilla - Coffee User “Saran dari orang tua” Produgen Vanilla – Coffee User
Ukuran Kemasan yang Paling Disukai Panel Non Stimuno Syrup
67%
Ukuran 100 ml
Ukuran 60 ml
Memilih 100ml • Isinya lebih banyak sehingga lebih tahan lama • Harganya lebih murah dan ekonomis
Memilih 60ml
33%
• Mencoba produk baru • Harganya lebih terjangkau • Lebih cepat habis sehingga bisa mengganti varian rasa lainnya
H2. Ukuran mana yang lebih anda sukai antara 60 ml dengan 100ml.
“”Isinya lebih banyak sehingga tidak cepat habis, dan jadi lebih efisien dari segi harga” Panel Non Stimuno “Lebih ekonomis karena isinya banyak jado lebih awet” Panel Non Stimuno
“Karena untuk mencoba suatu produk baru, tentu saya beli ukuran kecil terlebih dahulu. Jika ternyata cocok dan kualitasnya bagus, pasti saya beli ukuran besar” Panel Non Stimuno “Supaya cvepat habis, jadi kan bisa membeli rasa yang lain” Panel Non Stimuno “Kalau yang ukuran kecil itu kan lebih murah dan lebih terjangkau harganya” Panel Non Stimuno
Tempat yang Dipilih untuk Membeli Produk Sistem Kekebalan Tubuh Selain apotik, retail modern menjadi pilihan lokasi dalam membeli produk sistem kekebalan tubuh
All
Panel Stimuno Syrup 47%
Apotek
42%
Apotek Mini market
27% 20%
Supermarket
Panel Non Stimuno Syrup
Toko obat
3%
36%
Mini market
Supermarket
18%
18% Warung
6%
Toko obat
3%
2% Hypermart
Hypermart
21%
Supermarket
Mini market Warung
52%
Apotek
3%
2%
E4. Dimanakah tempat yang paling Anda sukai untuk membeli produk sistem kekebalan tubuh seperti ini? [S]
Distribution Research
Why Distribution Research is Important? For many products the cost of distribution is greater than manufacturing costs
Location Studies Location is a critical success factor of retailers Research aim is to find the best location
• Population density • Land Price • Density of Shopping malls • Density of Modern market: – Hypermarket and supermarket
• Density of Mini market
• Density of SPBU • Densisty of Mosque • RUKO availability
• Post office availability • Schools (TK, SD, SMP, SMA) availability • University availability • Density of ATM (BCA, Mandiri, BRI, BNI) • Density of Non Syariah Banks (BCA, Mandiri, BRI, Danamon, CIMB Niaga, Permata, Mega, others)
• Density of Syariah Banks (Mandiri • Number of Wet market/traditional Syariah, BRI Syariah, Mega Syariah, market BNI Syariah, danamon Syariah, existing BMI) • Number of Hospitals
Advertising Research
Advertising Research Pre vs Post Aired/launched Advertising effectiveness: Reach the target audiences? Brand recalled? Message recalled? Attitude toward brand?
Example of Print Ad Test
Print Ad 1: Ever Seen Before Base : All Respondent, n =1131
However, only around 30% of respondents claimed that they ever seen the Nidji Ad version. TV was recalled as the main source of the Nidji version ad awareness Source Ever Seen the Print Ad 1 (n=339) TV Yes
30%
34%
Travel agent
30%
Billboard/Spanduk
27%
Website
24%
Koran
22%
Brosur/Leaflet/Flyers No
70%
F2. Have you seen that ad before? F3. Where have you seen those Ad
17%
Tabloid
1%
Majalah
1%
Pameran
1%
Airport
1%
Spontaneous Recall of Print Ad Base : All Respondent, n =1131
Print Ad 1 Air Asia
1%
Lion Air
1%
Mandala Air
Print Ad 1
Recalled
1%
Citilink
81%
Sriwijaya Air
1%
Merpati
2%
Batavia
1%
Garuda Indonesia
3%
%
Band " Nidji" 91% Aircraft Design 25% word "bersama citilink dan nidji, terbang tinggi 14% menjelajah negeri" Word "Citilink" 5% Background Colors of ad 4% Route Destinations 3% Good service 3% promo price 1%
Brand Perception Creates by Citilink’s Print Ad Base : All Respondent, n = 1131
T2B Means
81% 3.88 8%
83% 3.92 8%
89% 4.03
15%
Very good impression about the brand 73%
Good impression about the brand
75% 74%
Neutral impression Bad impression about the brand Very bad impression about the brand
19%
16%
12%
Print Ad 1
Print Ad 2
Print Ad 3
F18. Based on what you have just watched, what is your perception towards the brand?
Purchase Intention after Seeing Citilink’s Print Ads Base : All Respondent, n = 1131
T2B Means
68% 3.72
9%
71% 3.81
83% 4.04
11% 22% The ad strongly encourages me to use the airline
59%
The ad encourages me to use the airline
60% 61%
I have not decided it yet The ad did not encourage me to use the airline
27%
The ad did not encourage me to use the airline at all
27% 16%
4% 1% Print Ad 1
2% Print Ad 2
1% Print Ad 3
F22. After watching that ad, which statement that best describe your intenttion?
Thank You
