sample report rmf
TRANSCRIPT
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A Multi country Usage and Attitudes study on Computers
To: Lenovo
By: Millward Brown
Country: India
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background
• Some info on why u chose to do this study….
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The study design
The qualitative phase of the study was to focus on:
- Indepth understanding consumer purchase behavior,
needs and attitudes, drivers and barriers towards PCs
and generate hypothesis (for validation in the
quantitative phase)
The findings from this phase were more interpretative
than conclusive
STEP 2: QUANTITATIVE PHASE
• The quantitative phase of the study was to help
revalidate hypothesis on:
• The purchase process: Key drivers, channels of
purchase, etc. for main brands in every country
• Specific understanding by age groups, form factors
and price bands, with a focus on Net Gen
• This part of the research is conclusive and will
generate inputs for strategy and decision making on
marketing efforts
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STEP 1: QUALITATIVE PHASE
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The sample spreadOwners (6 months) and intending buyers (next 3 months) for computers
Males and females
18-45 years
Key decision makers/ influencers in the purchase process
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Qualitative: 16 depth interviews (DIs) + 8 accompanied shopper observationsQuantitative: 800 face to face consumer interviews spread across
Metros: Delhi, Mumbai, Chennai, Hyderabad, Bangalore
Mini metros: Indore, Coimbatore, Baroda, Patna
Sampling: PurposiveQuotas:
An equal split across Owners and Intending buyers of brands;
A minimum of 100 respondents in the Net Gen (18-24 years)
The price bands and segments splits have been boosted to a minimum analyzable base, wherepossible, keeping in mind the natural fallout of these proportions in the initial sample; to berepresentative of the universe, the data has been weighted back on these parameters.
Target group
Sample sizes
Sampling
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India All: Sample spread
666
Age India % Metro % Mini Metro%
Base 814 501 313
18-24 yrs 42 37 54
25-35 yrs 41 48 31
35-45 yrs 17 15 15
Occupation % % %
Full time students (do not work) 37 28 50
Employed Part time ( 4 hours a day or less) - and part time
student
5 4 8
Employed part time (4 hours a day or less) - not student 3 4 3
Employed full time 51 63 32
Temporarily unemployed 0 0 0
Not employed 3 1 7
Gender % % %
Males 79 86 69
Females 21 14 31
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India All: Sample spread
777
Income contribution India Metro Mini Metro
Base 814 501 313
You are the single wage earner for the household 33 35 30
Both you and your spouse contribute to the household
expenses10 7 13
There are multiple contributors to the household
expenses
43 41 47
Undisclosed 14 17 10
Education % % %
College Graduate 43 49 35
High School Graduate 7 4 12
University diploma (occupation/vocation/academic 3 3 4
Post Graduate 23 30 12
Advance Degree 5 5 4
Some College 15 8 24
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India All : SEC & Form Factor
888
SEC India Metro Mini Metro
Base 814 501 313
A 1 24 30 16
A 2 34 36 30
B1 21 16 31
B2 11 9 14
C 9 8 8
D 1 1 1
Overall base:814
Form Factor % % %
Desktop 51 49 54Notebook 47 49 43
Net Book 1 1 2
AIO 1 1 1
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op o n wareness orBrands -
9
12
10
18
12
22
7
10
9
0 5 10 15 20 25
Others
Acer
Dell
HCL
HP
Lenovo
LG
Sony
India
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8
18
12
23
6
7
11
0 5 10 15 20 25
Others
Acer
Dell
HCL
HP
Lenovo
LG
Sony
Metro
12
12
16
12
20
7
16
5
0 5 10 15 20 25
Others
Acer
Dell
HCL
HP
Lenovo
LG
Sony
Mini Metro
Base : 814Base : 501
Base : 313
Across India leading brands like HP & Dell have high Top of Mind Recall. Lenovo’s recall is almost equal across the country.
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Market Overview: Brand Funnel
Buyers/ Intenders for
Lenovo HP Dell Acer HCL LG Sony
% % % % % % %
AWARENESS 71 76 80 67 73 67 74
INITIALCONSIDERATION
11 23 19 13 13 7 14
FINAL CHOICE 9 21 18 11 12 10 8
Base: 814 814 814 814 814 814 814
Q. Which of the following brands of computers are you familiar with, as in, you know something about that brand? Q. Which were the brands which you initially considered before you finally bought your computer? Q. And Your final choice of the brand was one of the several brands that you had considered initially?
(82%)
(15%)
- In India, across brands, the conversions from awareness to initial consideration are rather low
- Even so, Lenovo’s conversions to consideration are lower, when compared to brands like HP and Dell
- Lenovo’s conversions to final choice are quite high- comparable with other top brands , but as we shall see later, this does
not mean that for the same person, the initial brand considered is the final brand bought, they could be different
(91%)
(30%)
(95%)
(24%)
(85%)
(19%)
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REJECTION: Abrand I will notconsider (amongthose aware)
7 3 3 12 7 NA 6
(92%)
(18%)
(100%)
(10%)
(57%)
(19%)
K i
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Key consumer touc points- across
brandsOWNERS/ INTENDERS All Lenovo
Sources of information Searched for % %
ANY WORD OF MOUTH (FAMILY/ FRIENDS/ OFFICE IT PERSONNEL/ CURRENT OWNERS ETC.) 90 86
ANY ADVERTISING (TV/ RADIO/ PRINT/ ONLINE) 75 73
- Advertising (TV) 66 65
- Advertising (Radio) 7 8
- Advertising (Print) 28 24
- Advertising Online (web banners/ emails etc.) 14 10
ANY PRINT (NEWSPAPERS/ INSERTS/ GENERAL INTEREST MAGS) 72 71
Newspaper inserts 28 33
Newspapers 61 51
General interest (non technology) magazines 14 17
In store product displays/demos/store material/brochures/allows touching the product etc. 46 56
Websites of computer brands 31 29
ANY ONLINE (BLOGS/ CONSUMER REVIEWS/ CHAT ROOMS/ SOCIAL NETWORKING SITES / PODCASTS/ RSS
FEEDS ETC.)21 18
Events- Tradeshows/ Demos/ road shows 15 17
Billboards or advertising kiosks 10 11
Text messages/ sms/ ads on mobiles 8 7
Base 814 73
Q. Which of these sources of information did you seek while deciding which brand/ type of computer to purchase?
Word of mouth and Advertising (especially TV) are key sources of information in India
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d ff b d ib
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Trade offs between product attributes
and price
(Average % Premium)
7
8
8
9
9
9
9
9
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Stylish COMPUTERs
Features to enable touch
Cool and interesting features
Better music experience
COMPUTERs with strong security
features
Better video experience
Features that make COMPUTER
easy to use
Better wireless connectivity
Features to get work done faster
7
9
9
10
9
9
10
9
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Stylish COMPUTERs
Features to enable touch
Cool and interesting features
Better music experience
COMPUTERs with strong security
features
Better video experience
Features that make COMPUTER
easy to use
Better wireless connectivity
Features to get work done faster
ALL LENOVO
Base: 814 Base: 73
Across specific features, consumers willing to pay an average of 9-10 % premium: more for speed enhancing features
Q. As you would know, different computers come with different features. Here is a list of features that some computers don’t have as a standard offering, but are provided at an extra price. Please look at each feature mentioned, and please indicate the % additional price you are willing to pay for it, compared to a computer that does not have that feature
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