- Describe the Nielsen
retail panel, explain which data the manufacturer of your product can buy
from Nielsen and explain the benefits of these data.
The
Nielsen retail panel provides information about consumer’s behaviours as well
as the products purchased between them and the sellers. The information is
generated by analysing the data collected weekly from the retail outlets (Nielsen , 2016) . In this case, the
data which are desired from KFC are about the behaviours of the customers. In
depth, data would express how customers come up with the decision to choose KFC
over the other fast food suppliers. Besides, the data could also give
information about which types of chicken dishes are the most favourable in
every KFC food court. To KFC, these information brings many benefits. Firstly,
KFC have a widen knowledge about the psychology factors affecting their profit.
Secondly, they know how to serve their customers better in order not only to
keep their customers but also to attract new customers. Thirdly, they can
decide which strategy to take into action based on which products are the most
desirable. And lastly, they would save their time and money when having Nielsen
to do the market research for them.
- Describe the marketing
research company GfK, and explain what kind of data GfK could generate
with its consumer panels for your product / brand?
About
company GfK, they are the supplier of market research reports providing
information about the related market and consumer information in terms of many
kinds of researches. In particular, GfK conduct information about developing
strategic opportunities, designing valuable experiences, optimizing in-market
performance, growing profitable relationships, sustaining business success (GfK, 2016) . Customer panel is
one of the research conduction in those catalogues. Customer panel data deliver
information about customer’s behaviours, locations where purchases are made,
customer trend as well as the opportunities that clients can seize in the
related market (GfK, 2016) . For KFC, they can
expect information providing behaviours of their buyers. They then understand
how buyers come to KFC but not the others. More important thing is that KFC
could recognize the opportunities offered to them in the market. Also, they can
expect from the data to have a look at what their competitors bring to their
customers; which data from Nielsen might not clear enough to generate. In
conclusion, the main purpose of those data is to help the company to get close
to the customers who are the main factor to decide whether a company will go
well or go bankruptcy. Then, the company would come up with the most efficient
strategy for its own business.
- Create a short
questionnaire (12 questions) that you can use to research consumer
attitudes towards your brand. Hint: find out how attitude surveys look
like in general, and then apply it to your brand.
Attitude
survey for KFC
1,
Do you usually eat fast food?
Yes _____
No _____
2, Restaurant
2.1, Dishes are
ordered correctly and promptly
|___|___|___|___|___|
1 2
3 4 5
2.2, Employees
have hospitality performances when serving customers
|___|___|___|___|___|
1 2
3 4 5
2.3, Services
are excellent
|___|___|___|___|___|
1 2
3 4 5
2.4, Quality of
drinks
|___|___|___|___|___|
1 2
3 4 5
2.5, The sound
system is good
|___|___|___|___|___|
1 2
3 4 5
3, Quality of food
3.1,
There are diversity items of dishes in the menu
|___|___|___|___|___|
1 2
3 4 5
3.2,
The food is hot and fresh
|___|___|___|___|___|
1 2
3 4 5
3.3,
The dishes are tasty and delicious
|___|___|___|___|___|
1 2
3 4 5
4, Price
4.1, The food is worth the price
|___|___|___|___|___|
1 2
3 4 5
4.2, Prices are suitable for customers’
pocket
|___|___|___|___|___|
1 2
3 4 5
5,
Any feedback for the restaurant?
_________________________________________________________
_________________________________________________________
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