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 SURVEY Group 10A Sumeet Kad – TAJAN Joseph – tariq ahmad taruN poNwar – viNeet maurya

2. WHAT IS … USAGE The act, manner, or amount of using/treating ATTITUDE A state of mind or a feeling

4. WHEN TO USE AN U&A Survey - 11 Identify 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 USAGE the "who-what-when-where-how" dynamics Of category usage and behaviour How usage/behavioural dynamics change among brands Why consumers/users buy specific products/services Levels of brand loyalty and what drives it

6. UNDERSTAND ATTITUDES Consumer/user ‘needs’ Attitudes toward brands - perceived brand performance Gaps between needs and performance perceived strengths/weaknesses of client brands vis-à-vis competitors

7. QUESTIONNAIRE DESIGNU&A INDEXES Brands Usage Purchase Brand Assessment Media Contacts Life Forms Background 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.

12. THANK YOU