RESEARCH PROPOSAL PREPARED FOR
Price Sensitivity Meter and TVC Measurement Analysis for Kiyora Product
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panel attributes is for Market Research companies and business professionals'
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01
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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
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DELIVERABLES