Usage, Attitude, Image

(UAI) Study
Analyzing the Market and Competitive
Environment and Evaluating Your Product’s
Marketing Performance
Source: Roberto,N. “User-Friendly Marketing Research, How to
Use Marketing Research to Make Profitable Decisions”
 Environmental
Analysis

 process of knowing the

different aspects of the
marketing program setting
Developing the product’s
marketing program
 planning component
 evaluation component
looks at the:
- extent to which the marketing
division has met its marketing
program objectives
- marketing problems confronting
program implementation
 UAI STUDY

 environmental analysis for identifying

market and competitive opportunities and
threats
 marketing research tool for analyzing
the marketing program’s immediate
market and competitive environment
 massive collection of a market and
competitive data
 UAI Study

• Mattel Toys identify opportunities

for its products. Marketing research
showed that instead of military, spy
or sports heroes, young boys prefer
fantasy figures and found futuristic
figures visually exciting. Several
line of products such as the
American Gladiator Toys were a
result of this research.
• Video games by Nintendo also
reflect an awareness of this
research finding.
 UAI STUDY

Core Data
A. Awareness data
 Brand awareness: first mention,
other mention, and aided mention
 Sources of first-mentioned brand
awareness
 Advertising awareness: first mention,
other mention, and aided mention
 UAI STUDY

Core Data
B. Product usage data
 Product category use or non-use
 Form, variant, and size used
 How long size was last used
 When used and for what purposes
 Who else in the household use the
product category
 Where used and with what?
 Step-by-step usage/consumption of
the product
 UAI STUDY

Core Data
B. Product usage data
 Brands ever used
 Brand last used
 Brand used previous to last
 Brand used most often
 Brands on hand (by observation)
 UAI STUDY

Core Data
C. Purchase data
 Where the last purchase was made
 Where purchases are often made
 Frequency of buying
 Size of purchase last bought
 Quantity of purchase
 Price paid for last purchase
 Brand had in mind during the last
buying trip
 UAI STUDY

Core Data
C. Purchase data
 If found, brand in the store where last
shopped
 When not found, what brand was
 Satisfaction with brand bought from
store where last shopped
 What else bought with the product in
last purchase
 Step-by-step purchase practice
(optional and by observation)
 UAI STUDY

Core Data
D. Attitude data
 What to look for in the product
category
 What the buyer likes about the brand
last bought
 What the buyer disliked about the
brand last bought
 UAI STUDY

Core Data
E. Product and brand image data
 Importance rating of product
attributes
 Rating of selected brands on each
product attribute
 UAI STUDY
Classification Data
 Demographics
 Age
 Sex
 Civil status
 Number of children
 Educational attainment
 Household size
 Total monthly household income
 Home ownership
 Household possessions
 Economic class
 UAI STUDY
Classification Data
 Sociographics
 Religion
 Leisure activities
 Parental and family background
 Community and social association
membership
 Reference persons
 Media habits
Applications of UAI STUDY

 To search for market and

competitive opportunities that an
existing or a new product can
advantageously explore and
eventually exploit
To determine the brand’s marketing
health relative to competition, and to
identify its correct marketing
problems and the solutions to those
problems
Applications of UAI STUDY

 To describe and profile the target

market segment by its awareness,
usage and purchase practices,
attitudes and images of the product
category, forms and brands as well as
by its socio-demographics and
psychographics
 To find out the brand’s most effective
product benefit positioning in the
market and relative to it competitors
 UAI STUDY

immediate external environment

 consumer market (responsible for
the product’s sales performance)
 competitive environment
(contains participating products or
brands trying to reach the same
consumer market)
 Strategic and Tactical Market
and Competitive Opportunities

Market Penetration
Opportunities
 core data on product category
use or non-use can measure a
product’s market penetration
opportunity
 Strategic and Tactical Market
and Competitive Opportunities

Product Life Recycling and Extension

Opportunities
 data on what occasions, for what purposes the
product is used, which define possible “new use”
opportunities
 data on who else in the household uses the product
which bring out “new user opportunities”
 data on what the other uses are of the product,
which point to possible “more usage” opportunities
 Strategic and Tactical Market
and Competitive Opportunities

Market Size Opportunities

 for each pack size:
 percent product category and pack size
users
 number of days the pack size will last
 average price paid for the last purchase
of the pack size
 Strategic and Tactical Market
and Competitive Opportunities

Promotional and Product Extension

Opportunities
 from UAI’s consumption and purchase
system data
 what else do you use this product with?
 What else do you buy this product with?
 Strategic and Tactical Market
and Competitive Opportunities

Neglected but Highly Promising Market

Development Opportunities
 where the product category was last bought
 where the product category is usually/ most often
bought
 if brand was in mind when product was last
bought
 Strategic and Tactical Market
and Competitive Opportunities
Neglected but Highly Promising
Market Development
Opportunities
 if the consumer found the brand/he she
had in mind in the store where he/she last
shopped
 what the consumer did when he/she did
not fund brand in mind
 satisfaction/dissatisfaction with brand
bought from store where consumer last
shopped
 Strategic and Tactical Market
and Competitive Opportunities

Product Improvement and

Sales Promotion Ideas from
the Step-by-Step Usage Data
Components of UAI STUDY
1. Introduction
2. Research Problems/ Objectives
3. Significance of the Study
4. Methodology
4.1 Research Design
4.2 Sources of Data
4.3 Respondents of the Study
4.4 Locale of the Study
4.5 Research Tools and Instrument
4.6 Data Gathering Procedure
4.7 Data Analysis and Interpretation
Components of UAI STUDY

5. Discussion of Results
6. Conclusion and Recommendation
Bibliography