The usage & attitude research (U&A) is the research on consumers¡¯ purchasing behavior and their purchasing attitude. IMC provides our clients with consumer's use and purchase habit information, product and the brand information, as well as the competitive situation between various brands in the market. Through this information, we support enterprises to set strategy in the marketing process. Mainly includes:
Seek the new market opportunity for the existing product or the new product.
Effective subdivide the market, choose the target market and orientate the development of the product.
Evaluate the enterprises¡¯ marketing activities.
IMC provides our clients with the new market opportunity for existing products or new products through U&A research.
IMC usually combines two kinds of market segmentation methods : in advance and afterwards. Though segmentation in advance is easy to implement, its actual directive significance is not strong for companies that pursue difference of product according to interests of consumers. Adopting segmentation afterwards usually neglects demographic characteristic and influence of the consumer behavior, which cause the discerning result relatively bad. So, IMC will look for the combination between these two and strive to achieve accurate, objective market segmentation.
U&A Research IMC Provides mainly provides the Following Aspects
¡¡¡¡Methods of Market Segment
¡¡¡¡¡¡Segment Before
Subdivided the law was before in anticipation the U&A research used certain artificially subdivides the factor to divide the overall market for subdivides the market. The ideological trend company most commonly used subdivides the factor to have two kinds:
Segment Behind
Afterwards subdivides the law is uses in the U&A research the concerned consumer to the product the manner, utilizes in many Yuan statistical analysis the money to divide thin and gathers the kind to subdivide, divides the overall market for subdivides the market. Afterwards the market subdivides the law take the science probability statistics knowledge as a foundation, in other words while subdivided which the market carried on differently to subdivide between the market the difference already to appear.
¡¡¡¡Test Standards of Market Segment
The ideological trend company after divides subdivides the market, can further to already divide subdivides the market to carry on the examination. In the usual situation subdivides the market using the section plane analysis appraisal the management value.
The so-called section plane analysis, namely (profiling variable) with already divided using the section plane variable subdivides the market to carry on overlapping, discovered differently subdivided the market in these section planes variable the existence difference, in order to made the correct market localization. In this process, the ideological trend company besides can use the massive statistical examination, but also can the reasonable union subdivide the market in section plane variable difference using the section plane index examination.
¡¡¡¡Execution Evaluation of Brand Marketing Plan
The assessment of the execution of brand marketing plans is an important component of U&A study. Through comparison with rivals to find weather marketing state of this brand is healthy, the existing problems and solutions.
U&A study by IMC usually offers the following indexes which reflect the brand¡¯s position in the market, and provides relevant analysis.
¡¡¡¡Brand Image Analysis
Through designing specialized questionnaire, IMC utilize U&A study to design the image of the brand. IMC believes that the brand can change consumers' attitude , and even their view point about the products, different image will have different influence on sales. Such as Marlboro figures its image by advertisement with rough cowherd or male with tattoo; Nike combine the international and known sport stars and the wide-spread ¡°just do it¡± to give people the sporty and upward brand image; The trade mark of Benz represents the powerful and speedy engine in Sea-Air-Land, and will cause Pavlov among the brain of car fans, such as trust , aspects , proud and satisfaction ¡¡
These famous brand images will undoubtedly raise greatly consumer¡¯s favor degree on them, but how to accomplish this? The survey of the brand image needs specialized knowledge , abundant experience. IMC offers clients many analytical methods that combine different techniques to help clients understand what image of the brands they own in consumer's head, what image should be for this kind of product, what we need to do to establish the brand image and what need be given up?
Background of IMC Group
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Real Estate
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Professional Research Models