MKT 603 Strategic Brand Management Assignments: Retail Search #3 Loyalty: Used Most Often

 Task: What percent of users of your brand use PRIMARILY your brand (i.e similar to a user share)?

•  Identify consumers who use the product or service; (this will go into ROWS)
• Identify the brands that are used most and/or primarily by the consumers; (this will go into COLUMNS)
• Examine the actual Simmons’ survey copy to see how consumers have been asked about the products. Access RESOURCE tab and SURVEY METHODOLOGY in Simmons OneView

• For this assignment, we are going to find customers who have visited Subway and Other Fast Food restaurants more than 3 times in the last 30 days.

Setup for the assignment:

1.     Click on the OPEN button and select the R3 - Most Often_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 Most Often." 

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 DINING locate FAST FOOD & DRIVE IN RESTAURANT.

3.     Locate the question titled FAST FOOD RESTAURANTS - VISIT MO (MO=most often).

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, TACO BELL, and ARBY'S.

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 23,793 surveyed, 19,466 (84.1%) said they ate ate fast food restaurants. 
• Of the people who ate at fast food restaurants 14.7% chose Subway and 41.4% chose McDonald's most often.

Simmons OneView Kresge Guide

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