Proposal kiyora

RESEARCH PROPOSAL PREPARED FOR

Price Sensitivity Meter and TVC Measurement Analysis for Kiyora Product

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December 2014

panel attributes is for Market Research companies and business professionals'

117,337 members in December 2014 and still growing continuously. This document of reference.

03

02

05 06

01 04

01

04

JAVA ISLAND

79,200

02

（69.0%）

BALI AND NUSA TENGGARA ISLANDS

4,132

（3.6%）

05

SUMATERA ISLAND

20,202

（17.6%）

SULAWESI ISLAND

5,165

03

（4.5%）

06

KALIMANTAN ISLAND

5,624

（4.9%）

MALUKU DAN PAPUA ISLANDS

459

（0.4%）

TEA Consumption

RESEARCH BACKGROUND

 The affordable price of tea able to reach all segments  In Indonesia, tea consumption has become a habit  Currenlty, Indonesian people has been aware about the usefulness of tea for health  Number of local and international manufacturers have been increasing and gave impact on the market competition in Indonesia

    

RESEARCH OBJECTIVES

To know Kiyora product price using PSM analysis Measure Kiyora TVC Score Measure the people Awareness level from Kiyora TVC To know the people Liking level from Kiyora TVC Measure the purchase intention after look Kiyora TVC

FRAMEWORK : Price Sensitivity Meter Concept Range of Competitive Price 100.0%

PERCENTAGE OF RESPONDENT

90.0% 80.0% 70.0% 60.0% 50.0%

IPP

40.0% 30.0% 20.0%

PMC OPP

10.0%

FRAMEWORK ANALYSIS

PME

0.0%

PRICE (IDR)

Too Cheap

Cheap

Expensive

Too Expensive PMC = Rp. 4,991.5.

OPP = Rp. 4,500.0.

IPP = Rp. 4,500.0.

PME = Rp. 4,008.5.

PMC OPP IPP PME

= Point of Marginal Cheapness = Optimal Price Point = Indifference Price Point = Point of Marginal Expensiveness

FRAMEWORK : CAC Concept using SEM

COGNITIVE

β1

β3

FRAMEWORK ANALYSIS (2)

CONNATIVE

AFFECTIVE

β2 TVC Score = ((βr1 x Cognitive) + (βr2 x Affective) + (βr3 x Connative)) βr1 : reggression weight

FRAMEWORK : CAC Concept using Fuzzy Logic (Tsukamoto)

Hierarchy Effect Concept

TVC Score =

FRAMEWORK ANALYSIS (3)

Âľ r1 : Crisp set

Fuzzy

CAC score

Fuzzy

((Âľđ?’“đ?&#x;? đ?’™ đ?‘Şđ?’?đ?’ˆđ?’?đ?’Šđ?’•đ?’Šđ?’—đ?’†) + (Âľđ?’“đ?&#x;? đ?’™ đ?‘¨đ?’‡đ?’‡đ?’†đ?’„đ?’•đ?’Šđ?’—đ?’†) + (Âľđ?’“đ?&#x;‘ đ?’™ đ?‘Şđ?’?đ?’?đ?’?đ?’‚đ?’•đ?’Šđ?’—đ?’†)) (Âľđ?’“đ?&#x;? + đ?œˇđ?’“đ?&#x;? + đ?œˇđ?’“đ?&#x;‘)

Product Score

DEPTH

FRAMEWORK : Hierarcy of Effect

FRAMEWORK ANALYSIS (4)

Primary Research

Quantitative Research

Research Method

Online Research

Sampling Method

Probability Random Sampling and Non-Probabilty Sampling

Research Area

Greater Jakarta, Bandung, Semarang, Surabaya

Respondent Criterias

Male Female, Age 17~49 years old

Total Sample

Option I : 350ss Option II : 500ss

Option I

RESEARCH METHOD & PROCESS

City Jakarta Bandung Semarang Surabaya Total

Option II Random 70 70 70 70 315

Booster Media (Competitor) 18 17 17 18 70

City Jakarta Bandung Semarang Surabaya Total

Random 100 100 100 100 400

Booster Media (Competitor) 25 25 25 25 100

ONLINE RESEARCH PROCESS Survey Design Survey Design

Make concept / research model, determine sampling method, and develop questionnaire according to the research objectives.

System Setup System Setup

Data Collection

~ Setup questionnaire with flow and logic check in accordance with the questionnaire, its intend to get the most accurate data with high reliability to prevent (Speeder, Straight liner, Inconsistent, etc.). ~ Once the setup is completed, we will recheck again for the online questionnaire repeatedly for flow and logic check of the questionnaire. ~ After being checked, the next step is to launch Pilot questionnaire to see the reaction of the questionnaire. To make sure the raw data quality assurance once again as well as data storage.

Data Collection ~ We will select our respondent who qualified (City, Household Income, Interest, etc..) to participate for our questionnaire, and then Questionnaire link will be send to our panel through email. ~ After they finish answering our questionnaire they will get point reward according to the length and Incidence rate of the questionnaire ~ Cleaning data would be done to sort all the data errors caused by technical error experienced by respondents and to screen low quality data because of (Speeder, Straight liner, Inconsistent, etc.).

DELIVERABLES Data Process

Data Process Results

~ Data process will be conducted with appropriate statistical tools and research methods, then we will perform data analysis according to statistical concepts.

Results

~ Result will be deliver in Raw data, GT, Crosstab or PowerPoint format.

ANALYSIS

DELIVERABLES

Standard Analysis

Standard Analysis (univariate and multivariate data) using SPSS 21 for windows, consist of cross-tabulation, GT, descriptive analysis, etc

Advanced Analysis

Advanced Analysis consist of Structural Equation models using AMOS 21, CSI and CLI analysis, CAC models, PSM, usage & behaviour modelling, etc

OUTPUT ILLUSTRATION (1) : PSM Analysis Range of Competitive Price 100.0%

PERCENTAGE OF RESPONDENT

90.0% 80.0% 70.0% 60.0% 50.0% 30.0% 20.0% 10.0%

DELIVERABLES

IPP

40.0%

0.0%

PMC

PME OPP PRICE (IDR)

PMC = Rp. 4,991.5.

OPP = Rp. 4,500.0.

IPP = Rp. 4,500.0.

PME = Rp. 4,008.5.

OPTIMAL PRICE POINT is Rp. 4,500

OUTPUT ILLUSTRATION (2) : TVC Score Quite High Impact

Quite High Impact Very High Impact Very Low Impact 0.00

DELIVERABLES

100.00 KIYORA Ads 1 score = 73.84

Very High Impact Very Low Impact

100.00 KIYORA Ads 2 score = 60.12

0.00

Result : Kiyora Ads 1 score has high impact than Kiyora Ads 2

OUTPUT ILLUSTRATION (3) : People Awareness Level Awareness Level

72.99, High Impact

Kiyora Ads 1

Kiyora Ads 2

DELIVERABLES

50.00

59.65, Quite High Impact

60.00

70.00

80.00

90.00

Result : Kiyora Ads 1 is more memorable than Kiyora Ads 2

100.00

OUTPUT ILLUSTRATION (4) : People Liking Level Liking Level

Kiyora Ads 1

74.92

Kiyora Ads 2

DELIVERABLES

50.00

69.31

60.00

70.00

80.00

90.00

100.00

Result : Both of ads above have High Impact, but Kiyora Ads 1 is favored over Kiyora Ads 2

OUTPUT ILLUSTRATION (5) : People Liking Level Attribute 1

-0.49

4.56

4.07

Attribute 2

-0.56

4.59

4.03

Attribute 3

-0.67

4.60

3.93

4.60

3.93

-0.82

4.60

3.78

Attribute 6

-0.63

4.60

3.97

Attribute 7

-0.64

4.59

3.95

0.67

Attribute 4 Attribute 5

DELIVERABLES

Kiyora Ads 1

Kiyora Ads 2

Performance (Ads 2 – Ads 1)

Result : Attribute 4 is strong point of Kiyora Ads 2

OUTPUT ILLUSTRATION (6) : Hierarchy Effect Hierarchy Effect

PURCHASE INTENTION after look Ads

DELIVERABLES

Ads AWARENESS 80.0 78.0 76.0 74.0 72.0 70.0 68.0 66.0 64.0 62.0

Product CONVICTION after look Ads

Ads KNOWLEDGE Ads 2 Ads 1 Ads LIKING

Product PREFERENCE after look Ads

Result : Kiyora Ads 1 is better than Kiyora Ads 2 in all aspects

OUTPUT ILLUSTRATION (7) : Purchase Intention Purchase Intention level 80.00

70.00

72.99

70.92 59.65

60.00

49.31

50.00 40.00 30.00 20.00

10.00 0.00

DELIVERABLES

Kiyora Ads 1 Random

Kiyora Ads 2 Booster

Result : Kiyora Ads 1 has a good impact for purchase intention than Kiyora Ads 2

Price DESCRIPTION

PROJECT PRICE

AMOUNT OPTION I (350ss)

Project Management Create Questionnaire Fee System Set Up Sample Fee Data Cleaning Report (GT, Crosstabs, Topline Findings) SUBTOTAL VAT TAX RATE TOTAL

AMOUNT OPTION II (500ss)

$ 367.2 $ 290.0 $ 128.0 $ 1,505.0 $ 125.0

$ 449.0 $ 290.0 $ 128.0 $ 2,040.0 $ 135.0

$ 400.0

$ 400.0

$ 2,815.2 10% $ 3,096.7

$ 3,442.0 10% $ 3,786.1

Note: *) Additional Cost of Open Ended Questions Available Coding

$

0.40

Translate

English $

0.75

JPN $

1.50

Timing DESCRIPTION Project confirmation & Contract signing System Set Up Fieldwork Data processing Create Report Delivery

TOTAL DAYS

PROJECT TIMING

DAY (350ss) 0.5

DAY (500ss) 0.5

Nusaresearch + Client

0.5

0.5

Nusaresearch

3~4

4~5

Nusaresearch

2

2

Nusaresearch

3~4

3~4

Nusaresearch

1

1

Nusaresearch

10 ~ 12

11 ~ 13

IN CHARGE

Suggestion : Brand Equity Analysis PRODUCT K: C:

76.62 77.49

2.80 1.93

PROMOTION

Brand Equity K: C:

Suggestion for next analysis

74.42 76.47

K: C:

1.29 -0.75

73.20 74.04

65.89 72.54

1.12 -5.53

Negative Gap (from overall score) Positive Gap (from overall score)

K: C:

72.62 75.86

78.02 78.43

-1.88 -2.29

PROCESS K: C:

75.47 78.00

1.59 -0.94

PHYSICAL EVIDENCE K: C:

PLACE K = Kiyora C = Competitor

K: C:

0.80 -0.04

PRICE K: C:

PEOPLE

76.70 77.58

-0.42 -1.29

5.47 2.23

Scale convertion 1 - 7 become 0 - 100

PT. Nusaresearch Grand Slipi Tower Lantai 21, Jl. S. Parman Kav. 22-24 Slipi, Jakarta Barat 11480 Indonesia Tel: +62 21 29022227 Fax: +62 21 29022244

DELIVERABLES