Market Studies 3

From QualtricsWiki

Stage in the Purchase Process / Tracking Surveys:

Purchase Process Studies are directed at identifying where the customer is along the purchase process. The aggregation of this information provides information about the diffusion of innovation process for the market and product as a whole. What are the levels of Awareness – Knowledge – Intention – Purchase – Repurchase?

General Measures That Are Part Of A Purchase Process / Tracking Study
Awareness
Unaided recall of brands in the product class
Aided recognition of brands
Recognition of brand logos, slogans, other identifiers

Knowledge
Knowledge of product category and brand
Sources of knowledge (visual media, print media, friends, family, saw in store, salesperson)
Experience type (seen in use – trial – regular use) for product category
Primary motivation / need when purchasing – What motivates you to purchase?

Intention
Intention - likelihood of future purchase
Value of incentives in purchase process – switching
Does your product have a buzz or not? Where is it coming from?

Purchase
Brand purchase process evaluation: Describe what goes through your mind in the process of selecting a [BRAND]? How many brands did you consider? What attributes, attribute importance?
Brand use experience (Have you used the brand… What type of situation did you use it in?)
Satisfaction in purchase - use experience (would they tell others- testimonial?)
Likelihood of future repurchase (stage in the adoption process?)

Product attribute-feature-benefit performance evaluation
Separate important factors, is brand important or is it a commodity?