SHOW STRONG LIFTS IN PRE- DEMAND MEASURES. Colmar Brunton Post
Analysis around Noel Leeming integration into Wheel of Fortune –. September ...
MAKING THE SALE BEFORE THE SALE
IN NOVEMEBER 2011 TVNZ worked with our Agency Partners, Retailers and Colmar Brunton to design a piece of research that would allow us to understand:
– When purchase decisions occur – The role of brand and – How each media influences behaviour
THE RESEARCH APPROACH ONLINE SURVEY OF RECENT PURCHASERS : LAST 3 MONTHS : n=912 1 : high involvement
2 :mid involvement
3 :low involvement
Purchase behaviours and timelines. Influences on purchase and retailer decisions (incl. media).
*Sample sourced from CBClique Panel Fieldwork conducted 24 Nov – 5 Dec 2011. 20 minute interview. C. 300 sample in each category. Total n=912
THE RESEARCH APPROACH CHOICE-BASED CONJOINT APPROACH
Consumers were shown a number of different competitive pricing scenarios and are asked to make a preference or choice between the competing options / retailers. THE 3 PRODUCTS TESTED WERE; TV
A Sony 40” TV with Freeview Priced between $850–$999
BBQ
A Masport 6 Burner BBQ Priced between $539–$599
Kettle
A Breville 1.7L Cordless Electric Kettle Priced between $120–$139
EXAMPLE OF CHOICE-BASED CONJOINT APPROACH
Insight One
REASON FOR STORE CHOICE CAN BE BROKEN INTO DISTINCT TYPES OF INFLUENCE PRE-DEMAND INFLUENCES Perceptions prior to and distinct from specific price messaging.
ACTIVATION INFLUENCES
Direct influence as a result of exposure to a price/advertising offer.
Price perceptions Previous experience/ recommendations Staff/service Range Location Loyalty programmes
Price/promo Specific price advertising
MORE THAN HALF OF STORE DECISIONS ARE DRIVEN BY PRE DEMAND INFLUENCES Main reasons for store choice TELEVISION
OUTDOOR ITEM
PRE-DEMAND INFLUENCES
ACTIVATION INFLUENCES
KETTLE/TOASTER
THE LEVEL OF PRE-DEMAND DIFFERS SIGNIFFICANTLY FROM RETAILER TO RETAILER TV Purchase – main reason for store choice
BRAND A
BRAND B
BRAND C
PRE-DEMAND INFLUENCES
ACTIVATION INFLUENCES Base: Bought TV from Retailer. Brand A (n=60); Brand B (n=61); Brand C (n=30)
Insight Two
FOR THE TV CATEGORY PRE-DEMAND CLOSELY MIRROR STORE VISITATION PRE-DEMAND FOR STORES
STORES VISITED & PURCHASED FROM
CONVERSION
Base: Product Purchasers; TV (n=308) – Strong pre-demand is my first choice of store or one of several stores I would strongly consider shopping at.
Insight Three
BUYER AWARENESS IS HIGH – THEY KNOW WHO THEY ARE GOING TO BUY FROM WHEN THEY LEAVE THE HOUSE KNEW WHICH STORE TO BUY FROM BEFORE LEAVING HOME
Base: product bought; TV (n=308), Outdoor (n=296), Kettle/toaster (n=308);
PRE DEMAND DRIVES DECISIONS. RETAILER DECISIONS ARE MADE UP TO A MONTH OUT FROM PURCHASE – MORE SO FOR HGH INVOLVEMENT PRODUCT
DECIDED WHICH STORES TO VISIT
Base: product bought; TV (n=308), Outdoor (n=296), Kettle/toaster (n=308);
Insight Four
BRANDS WITH HIGHER PRE DEMAND ACHIEVES HIGHER PRICE POINTS PRICE ELASTICITY – 40” TV
Base: product bought; TV (n=308), CBC Modelling
IN THINGS REMAINING EQUAL – THERE WAS 6% DIFFERENCE IN THE ‘ACCEPTABLE’ PRICE POINT BETWEEN BRAND A AND BRAND C PRICE ELASTICITY – 40” TV
Base: product bought; TV (n=308), CBC Modelling
Insight 5
HYGIENE FACTOR – ALL MEDIUMS COMMUNICATION EFFECTIVELY ON PRICE Information noticed
Price/sale information by medium
Base: product purchasers; TV (n=308) – Kettles/Toasters tend to be more price driven and less involved so not used, noticed TV advertising (n=45); noticed newspaper advertising (n=78)
EMOTIVE COMMUNICATION - TV IS THE MOST EFFECTIVE MEDIUM AT BUILDING PRE DEMAND TV Ads noticed for: - Store benefits - Which store to visit - Which stores deliver an enjoyable experience - Which stores are for people like me - General Sales
Press Ads noticed for: - Which store has the best price - General store info (hours, location)
EMOTIONAL
Both noticed for: - Sale of specific product - Stores offering lowest prices in general - Product info - Best range - Best staff / service - Stores I can trust - Stores that are experts / leaders
FUNCTIONAL
Base: purchase TV (n=308); noticed TV advertising in lead up to purchase (n=45); noticed newspaper advertising in lead up to purchase (n=78)
EMOTIVE COMMUNICATION – TV IS THE BEST MEDIUM IN WHICH TO COMMUNICATE EMOTIONAL BENEFIT
Base: product purchasers; TV (n=308) – Kettles/Toasters tend to be more price driven and less involved so not used, noticed TV advertising (n=45); noticed newspaper advertising (n=78)
EMOTIVE COMMUNICATION – TV IS THE BEST MEDIUM IN WHICH TO COMMUNICATE EMOTIONAL BENEFIT
Base: product purchasers; TV (n=308) – Kettles/Toasters tend to be more price driven and less involved so not used, noticed TV advertising (n=45); noticed newspaper advertising
Insight Six
PROGRAMME INTEGRATION HAS BEEN PROVEN TO SHOW STRONG LIFTS IN PRE- DEMAND MEASURES
Colmar Brunton Post Analysis around Noel Leeming integration into Wheel of Fortune – September 2008
