The document discusses a usage and attitude survey conducted by Group 10A. It defines usage as the act or manner of using something, and attitude as a state of mind or feeling. It then explains that a usage and attitude survey comprehensively examines brand usage, purchasing behavior, awareness, and attitudes. The document outlines when such surveys should be used, including to take stock of the market, establish past behavior databases, and identify marketing opportunities. It discusses understanding usage patterns and behaviors, as well as consumer attitudes, needs, and perceptions of brands. The document provides examples of questionnaire design and issues that a usage and attitude survey could address.

1. USAGE AND ATTITUDE SURVEYGroup 10ASumeet Kad – TAJAN Joseph – tariq ahmad taruN poNwar – viNeet maurya

2. WHAT IS …USAGEThe act, manner, or amount of using/treatingATTITUDEA state of mind or a feeling

3. WHAT IS AN U&A SurveyA comprehensive survey, usually carried out on an ad hoc basis, that covers not only brand usage and purchasing behaviour but also awareness and attitudes … esomarWHEN TO USE AN U&A Survey - 1Take stock of the market.Establish a database on past or present behaviour.Identify changes in usage behaviour.

4. WHEN TO USE AN U&A Survey - 11Identify marketing opportunities by uncovering 'gaps' in what is offered or by seeing an opportunity to reposition a product.Predict future trends and behaviour by using the present as a benchmark.

5. UNDERSTAND USAGEthe "who-what-when-where-how" dynamics Of category usage and behaviourHow usage/behavioural dynamics change among brandsWhy consumers/users buy specific products/servicesLevels of brand loyalty and what drives it

6. UNDERSTAND ATTITUDESConsumer/user ‘needs’Attitudes toward brands - perceived brand performanceGaps between needs and performanceperceived strengths/weaknesses of client brands vis-à-vis competitors

7. QUESTIONNAIRE DESIGNU&A INDEXESBrandsUsagePurchaseBrand Assessment Media ContactsLife FormsBackground Information

8. QUESTIONNAIRE DESIGNHOW TO… In order to write the optimal questionnaire, you have to know and understand the relationship between the products and their consumers.

9. QUESTIONNAIRE DESIGNHOW TO… In order to know and Understand this relationship, you have to spend the required time with consumers, in the place where they use the products and at the time when they use them.

10. EXAMPLES

11. Issue A cereal manufacturer has noticed falling sales in one of its basic family cereals, but doesn’t know why or exactly which former users are no longer purchasing the product.Solution A usage and attitude study may show that urban adult baby boomers who used to purchase this product have switched to less sweet, higher fibre cereals. With this knowledge, the manufacturer can determine whether a new product should be developed, or whether one of the existing family products can be reformulated or repositioned to reflect the change in the target consumer.

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