Market Studies 10
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[edit] Product Fulfillment Surveys (Attribute, Features, Promised Benefits )
Products contain bundles of benefits (both tangible and image) that are promised to the user. The product fulfillment study determines if the expectations created for the product by advertising, packaging and the produce appearance are fulfilled when the product is used.
[edit] General Measures that are part of a Product Fulfillment Analysis
[edit] Product Use Scenario to Understand Fulfillment
- Use scenario descriptors (where and how is the product used?)
- Frequency of product use
- Primary use location (home, work, etc.)
- Primary precipitating events or situations for product use or need
- Usage rate trend (more, same, less than a month ago)
[edit] Product Familiarity
- Degree of actual product use familiarity
- Knowledge (read product information, read product label, etc.)
- Knowledge base of product – Are they “hard core” consumers, a “Maven,” the super love group.
- Company contact: Have they called the 800 number, etc.
- Awareness of other brands
- Reasons for original product purchase (selection of reasons)
- Primary benefits sought from the product
[edit] Product Evaluation
- Attribute evaluation matrix question (quality, price, trust, importance, performance, value)
- Perceived benefit associations matrix
- Importance, performance
- Identification of primary benefits sought
- Comparison to other brands (better, worse)
- What is the best thing about the brand, what could be done better
[edit] Advertising and Packaging Evaluation
- Packaging size, design
- Advertising promise, message fulfillment evaluation
[edit] Value Analysis
- Expectation of price
- Expectation of relative price (full price, on sale)
- Current price paid
[edit] Satisfaction Measurement
- Overall satisfaction