[Tawang methodology] Tawang 3W consumption strategy - U & a research method

Tawang 3W In the consumption strategy “ Consumption standard ” One of the important consumer research methods is U&A（ Consumption behavior and attitude ） Research .

China, with the largest consumer group in the world, is undoubtedly the fastest-growing market for fast-moving consumer goods in the world , Especially in the field of food health , Competition is fierce 、 Consumption upgrading 、 Iterations are frequent 、 Value change . In the fast-growing Chinese market ,U&A Consumption research shows its unique value .

Due to the huge population of China , Consumers in gender 、 Age 、 Environment 、 Education level 、 There are huge differences in income level and wealth status , And these factors directly affect consumer behavior . Therefore, China's consumer market is highly differentiated , Different levels of markets in the same region , Markets in different geographical regions , The penetration of categories and the pattern of brands are very different . The economic environment 、 habits and customs 、 Differences in consumption ideas , The hierarchy of the consumer market 、 Complexity and diverse consumer characteristics , Brand strategy 、 Category strategy 、 The marketing strategy 、 Catalyst channels have had an active impact .

The food and health industry is complex and changeable , Tawang consulting is committed to helping food enterprises have in-depth insight “ consumer ”, Plan a strategy 、 Planning the market 、 System marketing wins business success . Tawang consulting is original “3W Consumption strategy ” System methodology , Focus on consumer research , With “ consumer demand 、 Consumer perception 、 Consumption path ” Oriented , Build or reconstruct the enterprise brand value chain .

Tawang 3W Consumption strategy -U&A Research method From consumption habits 、 One of the research methods of mining consumption psychology and consumption driving factors from multi-dimensional perspectives such as consumption behavior , Help the enterprise brand comprehensively 、 Learn more about consumers , So as to provide scientific decision-making basis for the brand side to formulate brand strategy .

Tawang 3W Consumption strategy -U&A Research method

For food brands , Who is the consumer ？ What are the unmet consumer needs ？ What are the factors driving the purchase choice ？ Price / channel / Sales promotion / How does advertising and other marketing thrust promote purchase ？...... Consumer insight is brand strategy 、 Visual creativity 、 Product strategy 、 marketing strategy 、 Channel strategy 、 The source of communication and marketing strategies .

U&A Research （Usage and Attitude Research） It refers to the research on consumers' usage habits and attitudes , It is an in-depth study of consumers of a certain kind or a certain kind of products .U&A The research content mainly includes consumers' cognition of brands 、 Product use and attitude 、 Product purchase and attitude 、 Brand attitude 、 Lifestyle 、 Media contact habits, etc . adopt U&A Research models , The enterprise can accurately measure the market condition of the tested products 、 Target consumer status 、 Competitor status , It can also effectively understand consumer characteristics and consumer behavior , So as to provide a guiding basis for the next market strategy or market promotion of the enterprise .

One ．U&A The value and application of research

U&A The value of research for enterprise customers ：

Discover new brand opportunities ; Market segmentation options ; Channel segmentation selection ; Product positioning selection ; Marketing mix strategy ;

U&A Study specific problems that help enterprise customers solve ：

Understand the product penetration level ( How many families / Consumers buy / Use this new product / service ); Understand the market size ; Understand brand status ; Master the buyer / Group characteristics of users / Compartmentalize ; Grasp the usage habits of consumers ( species 、 frequency 、 Number 、 Time 、 Location, etc )、 Buying habits ( brand 、 frequency 、 Number 、 cost 、 Time 、 place 、 Purchase decision makers, etc ); Master consumers' attitude towards brands ; By tapping the potential needs of relevant consumers , Understand the relevant interests they expect ; Master the evaluation of relevant consumers on existing products , Grasp the existing problems .

common U&A Research application opportunity ：

Market opportunity analysis ： It is used before the enterprise plans or prepares to enter a certain or a certain type of product market , In depth analysis and Research on the whole market situation . To understand the overall situation of the market 、 Market competition 、 Target consumer status , Identify market concentration , Look for opportunities and entry points for market entry . Generally, research is carried out before the development of new products .

Market tracking research ： It is used for one or a class of products of the enterprise after they enter the market , Track, understand and study the overall market situation . To determine the market positioning of the product , Determine the market competition situation , Discover the advantages of the product / defects , Describe the characteristics of the target consumers , Provide support for the marketing strategy of the enterprise . Generally, continuous research is carried out on an annual basis .

common U&A Research application fields ：

Brand strategic positioning , Brand building planning , Brand management , Brand image building , Product planning , Market layout planning , Sales channel planning , Marketing Communication Planning .

Two ．U&A Research content and methods

U&A research contents

1. Demographic characteristics of product users and buyers ： Including all users and buyers 、 Heavy users 、 Target market 、 Demographic characteristics of the most frequent users of different brands .

2. Buying and using habits ： Including the types of products consumers use and buy 、 Packaging specifications 、 Time 、 place 、 occasion 、 Number 、 Purchase amount 、 Usage, etc .

3. Research on competitive structure ： Study the brand cognition of major competitive brands 、 Advertising cognition 、 Brand Penetration 、 The most commonly used brand 、 Brand loyalty 、 Brand attractiveness and other market performance .

U&A Study measurement indicators

usage ： Use the product 、 Use scenarios 、 Motivation to use 、 Use your time 、 Frequency of use 、 Usage mode 、 The amount used ......

Purchase ： Buy the product 、 Buying scenes 、 Purchase considerations 、 Purchase occasion 、 Purchase channel 、 Time of purchase 、 The purchase price ......

Attitude towards brand ： Brand awareness 、 Brand choice 、 Brand transformation 、 Satisfied with the brand 、 Brand loyalty 、 Brand recommendation ......

Media habits ： Catalyst habit （ TV / newspaper / radio / The Internet / outdoors ）、 Media preferences 、 The influence of media on purchase ......

Life style ： sense of worth 、 Social culture （ background ）、 Attitude to life 、 family / career （ situation ）、 Consumption view ......

Background information ： Gender 、 Age 、 occupation 、 Education level 、 income ......

Based on the above information , You can further analyze the problems and needs , To find potential market opportunities .

Example ：

U＆A Studies have shown that , The diversified needs of Tiktok users are clearly manifested in the field of food and beverage , According to the huge amount of calculation 2021 According to the research data of China's cutting-edge brand development in , health 、 delicious 、 Taste fresh 、 convenient 、 Meeting social and emotional needs can become an important factor for them to choose products . For food brands that are prepared to use Tiktok as the main sales channel , In brand positioning 、 Product development 、 Packing design 、 Selling point refining, publicity and promotion and other behaviors have this data reference , The accuracy of market behavior will be significantly improved .

( Just as an example , Does not represent data authenticity ) 

 

U&A Research methods

· Qualitative research ( Explore / Tap the direction of consumer demand , Tap consumption / Motivation not to consume , Tap consumption trends )

Research methods ： Qualitative interview 、 forum 、 Accompany shopping 、 Immersive interviews, etc .

Through qualitative research on consumption trends 、 Explore consumer behavior and attitude . In addition to traditional in-depth interviews , According to different research topics , We can also use escort shopping （ Observe shopping behavior ）、 Immersive interview （ Observe usage behavior ） Other methods , Restore the consumer to the real scene , To gain deeper insight .

· Quantitative research ( Quantify research results , Predict market size )

Research methods ： Fixed point access 、 Make an appointment for an interview 、 Household visit, etc .

The results of qualitative research are quantitatively verified through quantitative research , because U&A The research involves many research contents , The questionnaire will also be very long , Usually choose a method that is more suitable for long-term access .

U&A The results

1. Product penetration Product penetration

• Purchase in a certain period in the past / Distribution rate （ That is to buy / The percentage of recipients in the total population ）
• Utilization rate in a certain period of time in the past （ That is, the percentage of users in the total population ）
• Regular drinking rate （ That is, the percentage of regular users in the total population ）
• Product category 、 Penetration level of specifications

2. The size of the market Market Size

• Product purchase volume
• Product purchase amount
• Product usage

3. Buyer characteristics Purchase Profile

• All buyer characteristics
• Most often buy a brand feature

4. User characteristics User Profile

• All user characteristics
• Heavy user characteristics
• Frequent user characteristics
• Local brand user characteristics
• Most often use a brand feature

5. Brand performance Brand Position/Performance

• Brand awareness
• Advertising popularity
• Brand penetration level （ Buy at some time in the past / The percentage of a brand that has been distributed ; The percentage who buys a brand most often ; Percentage of people who have used a brand at a certain time in the past ; The percentage of people who use a brand most ）
• Market share Market Share（ Quantity market share ; Amount market share ）
• Brand appeal / Brand transformation （Brand conversion） Index
• Brand loyalty （ Brand retention index ; Brand loyalty index ; Most commonly used A Brands are used at the same time B Proportion of brands ; Average number of brands used ; Distribution of the number of brands used ）

6. Buying habits Purchase habits

• Type of purchase 、 specifications 、 packing
• Frequency of purchase （ Purchase frequency distribution ; Average purchase rate ）
• Purchase quantity （ Distribution of the number of purchases at a time ; Per capita purchase quantity ）
• Purchase cost （ The distribution of one-time purchase expenses ; The per capita one-time purchase cost ）
• Time of purchase
• Place of purchase
• purchaser
• Decision makers
• Brand decision makers

7. Factors to consider when buying

• The first weighting factor , The second weighting factor , Other weighting factors

8. Product use Product usage

• Types of use 、 specifications 、 packing
• Frequency of use （ Use frequency distribution ; Average usage frequency ）
• The amount used （ Once used quantity distribution ; Per capita quantity used at one time ）
• Use your time
• Use occasion / place
• Users

9. Attitude towards brand

• Overall evaluation of the brand
• On the brand in various functions 、 image 、 Price and other aspects of evaluation
• Brand impression

U&A Research is the basis of consumer research , It can help us understand consumers more comprehensively , Further, it can also build a portrait of consumer groups . But how to use these data ？ How to make consumer group portraits provide decision support for customers' specific problems ？ It is still necessary to clarify the research objectives , And the problems to be solved （ For example, what is the product problem , Or marketing ？ Or something else ？）.

Example ：

U＆A Studies have shown that ,2021 year ,12.8% Chinese consumers buy baked goods every day , Chinese consumers who buy baked goods every week 85.8%, This shows that baked goods have been integrated into the daily diet of Chinese consumers . From the perspective of consumption unit price ,20 The unit price above RMB accounts for 77.1%, among 20-40 The proportion of Yuan interval 35.8%, This means that baked goods have not only become an important part of Chinese consumers' daily meals , It also carries the Chinese people's desire for high-quality staple food 、 Delicious snacks and life taste supply . This is Chinese consumers' acceptance of baked goods 、 Get used to consumption upgrading , From consuming products to enjoying the high-quality lifestyle brought by baking brands, there is a clear basis for upgrading the underlying demand .

 ( Just as an example , Does not represent data authenticity )

For consumers , Behavior comes from consciousness , Awareness of cognitive decision-making , Consciousness comes from need . Therefore, the first core research of Tawang's consumption strategy is the research on consumer demand , Based on the research of consumer demand, consumer choice and demand opportunity choice .

China's reform and opening up 40 years , Gone through “ The product age ”、“ Channel era ”, Into the “ The age of consumption ”（ A consumer oriented market ）. Tawang 3W Consumption strategy , Take the consumer as the guide and systematically build the overall brand , From brand strategy to brand landing , The systematic service enables the enterprise to realize the brand strategic planning completely , Help enterprises establish consumption strategies from inside to outside .