MKT 603 Strategic Brand Management Assignments: Retail Search #4 Ever Used / Tried #1

Task: What percent of your PRODUCT's users have ever tried your BRAND?

• Identify the consumers who use the service or product.
• NOTE: Brands with high EVER USED but LOW USE NOW scores, have a loyalty/repurchase problem.
• In this assignment example, EVER USED is a combination of Brand Most Used and Brand Used.  Simmons data categories for EVER USED are not uniform.
• Different products have different time frames. For example, OTHER REG CARB (NON-COLA) DRINK only provides a time frame of last 7 days. BEER – REGULAR DOMESTIC (CANS/BOTTLES)​ has a MO (Most often) and "DRINK ALSO" category. Questions that answer to the "Used in Last 30 Days", "Eaten in Last 30 Days"  “Used in the Last 12 Months” work best for this assignment.

Remember that different questions yield different results. Consumers will be asked if they have tried a product (such as a beverage) but will not be asked if they have tried a service like mobile phones.

• For this assignment, we are going to find customers who have ever visited Subway and Other Fast Food restaurants.

Setup for the assignment:

1.     Click on the OPEN button and select the P4 Ever_Used_Retail PLS DO NOT EDIT file. 

2.     Click LOAD to open the file and automatically enter data into the COLUMNS and ROWS. 

3.     Make sure you are using the most recent 12 Month Study. In this case, "Spring 2016 NHCS Adult Study 12-Month". To verify that you have the most recent study, click the STUDY icon.

4.     Rename the Crosstab. In this case "Subway Ever Used." 

5.     Check the "Use Question Text along with Answer Text" box above the ANSWER box.

6.     Keep the question that showcases users of this product. In this case the Rows are populated with "FAST FOOD & DRIVE-IN RESTAURANT - USE?: YES"

To do your assignment:

1.     Keep the question that showcases users of this product. In this case the Rows are populated with "FAST FOOD & DRIVE-IN RESTAURANT - USE?: YES"

2.     Under the SEARCH locate FAST FOOD RESTAURANTS- VISIT ANY

3.     Find Subway in the list. Select and Drag "SUBWAY" to the Columns box.

4.     Select and Drag "SUBWAY" to the Columns box. 

5.    Choose a competitor to compare with Subway. In this case, choose MCDONALD'S.

6.     Repeat steps 2-5 for additional brands of your product. In this case WENDY'S and TACO BELL.

7.     Click on RUN CROSSTAB to run the analysis on your data. EXPORT data.

8.     Click SAVE, to preserve your template for further reference.

Understanding the data

•  Of the total 23,793 people surveyed, 19,466 visited a fast food restaurant. All others responded negatively or do not know.
•  Out of the people who said that they visited a fast food restaurant, A similar number of people visited Subway (29.3%), Wendy's (26.6%), and Taco Bell (27.1%), while 52.9% of people visited McDonald's.

 

Simmons OneView Kresge Guide

For help in interpreting your results, see the "Understanding Your Results" tab.