Assume that the data in the table are for one brand, and have been collected fro
ID: 418326 • Letter: A
Question
Assume that the data in the table are for one brand, and have been collected from five samples of consumers. Assume as well that in Case 1, 30% of all respondents were aware of the brand being examined. Twenty-five percent indicated that they had a favorable attitude toward the brand. All of these people were ones who were aware of the brand, and all of these were from those who were favorable toward it. Finally, 20% purchased the brand more than once.
Task
For each of the cases in the questions below, identify the problem, if any, and recommenda strategy to remedy the problem.
Case 1 Case 2 Case 3 Case 4 Case 5 Brand Awareness 30% 80% 80% 80% 80% Favorable Attitude Toward Brand 25 25 45 45 10 Purchased Brand Once 23 23 23 35 35 Repeat Purchase 20 20 20 20 8Explanation / Answer
>>In Case1, only 30% are aware of the brand. Of 30 aware of the brand 25 are favourable, 23 purchased once and 20 did repeat purchase. The percentage conversion is very high once the people are aware of the brand, The brand awareness is the main issue here. If we increase the brand awareness, no of purchases would increases and no of repeat purchases also would increase.
>> In Case 2, Brand awareness is high at 80%. But people who are favourable is only 25%. When 25 people are favourable, 23 have purchased once among them and 20 have purchased repeatedly. Therefore problem here is the favourable attitude towards the brand. The number of people having favourable attitude have to be increased by various promotional activties.
>> In case 3, Brand awareness is high. Favourable attitude is 45. There is a gap between brand awareness and favourable attitude. Of 45 people who have favourable attitude, only 23 purchased brand once, 20 purchased more than once. The number of people having favourable attitude have to be increased by various promotional activties. Also, number of people doing purchase have to be increased by motivating favourable ones to make the purchase.
>> In case 4 and 5 though favourables one number is less, purchases are high. If we increase favourable attitude, the number of poeple purchasing might increase even more.
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