consumer campaign impact assessment ayam dingin segar · demografi aida perilaku pembelian motivasi...

Consumer Campaign Impact Assessment

Ayam Dingin Segar

November 2017, Jos van den Puttelaar

Penilaian Dampak Kampanye Konsumen

Ayam Dingin Segar

November 2017, Jos van den Puttelaar

Contents

▪ Objective

▪ How did we measure?

▪ What did we measure?

● Demographics

● AIDA model

● Behaviour insights

● Campaign insights

▪ Conclusion

3

Isi

▪ Tujuan

▪ Bagaimana mengukurunya?

▪ Apa yang diukur?

● Demografi

● Model AIDA (Awareness Interest Desire Action)

● Wawasan tentang perilaku

● Wawasan terkait kampanye

▪ Kesimpulan

4

Objective

▪ Measure the impact of consumer campaign

▪ Targets:

5

4,324,58

3,74

5,62 5,49

4,49

1,00

2,00

3,00

4,00

5,00

6,00

7,00

Awareness Interest Desire

Goals for cooled chicken

Current Cooled chicken Goal

Tujuan

▪ Mengukur dampak dari kampanye konsumen

▪ Tujuan:

6

4,324,58

3,74

5,62 5,49

4,49

1,00

2,00

3,00

4,00

5,00

6,00

7,00


Goals for cooled chicken

Current Cooled chicken Goal

How did we measure

▪ Literature research on good questionnaires for Indonesia and for chicken.

▪ Design a questionnaire to measure perception of cooled chicken.

▪ Instruct the interviewers on the questionnaire and goal

▪ Pilot testing of the questionnaire and improvements

▪ Measurement before the campaign (baseline)

▪ Measurement after the campaign (effect

▪ All made possible with PT Massasi

7

Bagaimana kami mengukurnya?

▪ Melakukan studi literature tentang bagaimana kuesioneryang baik untuk Indonesia dan terkait ayam.

▪ Menyusun kuesioner untuk mengukur persepsi tentangayam dingin (cooled chicken)

▪ Melatih pewawancara tentang kuesioner dan tujuannya.

▪ Melakukan tes percobaan (pilot testing) terhadapkuesioner dan melakukan perkembangan.

▪ Melakukan pengukuran sebelum kampanye dilakukan(baseline)

▪ Melakukan pengukuran setelah kampanye dilakukan(dampak)

▪ All made possible with PT Massasi

8

How did we measure?

9

Baseline: Before the campaign N=2056

Effect measurement: After the campaign

N=2022

34 people dropped out

How did we measure?

10

Kondisi awal sebelumkampanyeN=2056

Setelah kampanye dilakukanN=2022

34 orang dikeluarkan

What did we measure?

11

Demographics

AIDA

Buying behaviour

Chicken Choice Motivations

Campaign data


12

Demographics

AIDA

Buying behaviour


Campaign data

Apa yang diukur?

13

Demografi

AIDA

Perilaku pembelian

Motivasi memilih ayam

Data kampanye


Demographics

14

Demographics

All femaleN=2056Mean age: 38,53 (9,74)Min age: 18Max age: 74

Apa yang diukur?

Demografi

15

Demographics

Seluruhnya perempuanN=2056Umur rata-rata: 38,53 (9,74)Umur terendah: 18Umur tertinggi: 74


AIDA

16

Demographics

AIDA

Buying behaviour


Campaign data

Action

Desire

Interest

Awareness

Apa yang kami ukur?

AIDA

17

Demographics

AIDA

Buying behaviour


Campaign data

Tindakan

Keinginan

Minat

Kesadaran


AIDA

▪ Awareness:

● “How much do you know about cooled chicken?”

● Where to buy it; How to prepare it, etc.

▪ Interest:

● What type of information do you use related to cooled chicken?

● e.g. “I will often use recipes regarding [...]”

▪ Desire:

● “I desire to buy cooled chicken in the near future”

18

Apa yang kami ukur?

AIDA

▪ Kesadaran:

● “seberapa banyak yang anda ketahui tentang ayamdingin?”

● Dimana membelinya?; bagaimanamenyiapkannya?, dll.

▪ Minat:

● Informasi apa yang ingin ada gunakan terkaitdengan ayam dingin?

● misal “saya sering menggunakan resepberdasarkan [...]”

▪ Keinginan:

● “saya ingin membeli ayam dingin di masa yg akandatang”

19

AIDA model results

20

4,32

4,577

3,735

4,32

4,872

4,341

1

2

3

4

5

6

7


AIDA

Baseline Effect

Hasil model AIDA

21

4,32

4,577

3,735

4,32

4,872

4,341

1

2

3

4

5

6

7


AIDA

Baseline Effect


22

Demographics

AIDA

Buying behaviour


Campaign data

Evoked choice set

Usage per week

Apa yang diukur?

23

Demografi

AIDA

Perilaku pembelian


Data kampanye

Pertimbangan pemilihan

Penggunaan per minggu

Types of chicken in evoked choice set

24

Warm Cooled Frozen

Baseline 1969 560 258

Effect 1926 1050 540

A very large increase

*Multiple answers were possible.

** These numbers do not represent sales, but the evoked choice set

***Evoked set increased to include more cooled and frozen chicken

Tipe daging ayam dalam pertimbangan

pemilihan (evoked choice)

25

Hangat Dingin Beku

Awal 1969 560 258

Dampakkampanye

1926 1050 540

Peningkatan yang besar

*memberikan beberapa jawaban diperbolehkan.

** angka ini tidak mewakili penjualan, tapi pertimbangan memilih

***pertimbangan memilih ditingkatkan untuk memasukkan ayam dingin dan beku

Types of chicken in evoked choice set

Filtered for if they have seen the

campaign.

26

Seen Warm Cooled Frozen

Baseline 1268 349 158

Effect 1259 822 413

Not seen Warm Cooled Frozen

Baseline 667 195 96

Effect 667 228 127

We see an effect for people who have not seen the campaign. Possible autonomous development due to campaign.

Tipe daging ayam dalam pertimbangan

pemilihan (evoked choice) berdasarkan

pengetahuan terhadap kampanye

27

Sudahmelihat

Hangat Dingin Beku

Awal 1268 349 158

Dampak 1259 822 413

Belummelihat

Hangat Dingin Beku

Awal 667 195 96

Dampak 667 228 127

Kita melihatdampak bagirespondenyang belummelihatkampanye.

How often do you use cooled chicken?

28

0

0,5

1

1,5

2

2,5

Cooled Warm Frozen

Use of chicken product in days per week

Baseline Effect

The differences between and effect measurement are

statistically significant at 95% confidence interval.

Seberapa sering anda menggunakan

daging ayam dingin?

29

0

0,5

1

1,5

2

2,5

Cooled Warm Frozen

Penggunaan ayam dingin per minggu

Baseline Effect

The differences between and effect measurement are

statistically significant at 95% confidence interval.


30

Demographics

AIDA

Buying behaviour


Campaign data

Food Choice motivations are a strong predictor of

food choice.

What we did:

1. Before the campaign measure the importance

of chicken being nutritious etc.

2. Before the campaign measure the perception

3. Use the most important factors in the

campaign

4. After the campaign measure again the rating,

did we improve on nutrition and quality?

Apa yang diukur?

31

Demografi

AIDA

Perilaku pembelian


Data kampanye

Motivasi memilih makanan adalah alat prediksi

yang bagus dalam pemilihan makanan.

Apa yang kami lakukan:

1. Sebelum kampanye mengukur pentingnya

ayam yang bernutrisi.

2. Sebelum kampanye mengukur persepsi.

3. Menggunakan faktor terpenting dalam

kampanye.

4. Setelah kampanye mengukur kembali tingkat

nutrisi dan kualitas, apakah ada peningkatan?


32

Demographics

AIDA

Buying behaviour


Campaign data

Importance:I find X important

PerceptionI give this product a

rating of 5

Apa yang kami ukur?

33

Demografi

AIDA

Perilaku pembelian

Motivasi membeli ayam

Data kampanye

Kepentingan:Saya merasa[..] penting

Persepsi:Saya memberikanproduk ini nilai 5

Chicken Choice Perception

34

1,0

2,0

3,0

4,0

5,0

6,0

7,0

Quality Cold Nutrition Cold Price Cold Convenience

Cold

Quality Warm Nutrition Warm Price Warm Convenience

Warm

Food Choice Motivations

Baseline Effect

Persepsi pemilihan daging ayam

35

1,0

2,0

3,0

4,0

5,0

6,0

7,0

Quality Cold Nutrition Cold Price Cold Convenience

Cold

Quality Warm Nutrition Warm Price Warm Convenience

Warm

Motivasi memilih makanan

Baseline Effect


36

Demographics

AIDA

Buying behaviour


Campaign data

Familiarity with the campaign

37

0

1

2

3

4

5

6

7

East Jakarta Bogor Tangerang South

Jakarta

North

Jakarta

Bekasi West Jakarta Central

Jakarta

Depok

How familair are you with the campaign?

Familiaritas terhadap kampanye

38

0

1

2

3

4

5

6

7

East Jakarta Bogor Tangerang South

Jakarta

North

Jakarta

Bekasi West Jakarta Central

Jakarta

Depok

Seberapa familiar anda dengan kampanye ini?

Have you seen the campaign

39

Apakah anda sudah melihat kampanye ini?

40

Aspects of the campaign

41

1

2

3

4

5

6

7

Blog Youtube Print Media Electronic media Edwin Lau

Familairity with parts of the campaign

Aspek-aspek kampanye

42

1

2

3

4

5

6

7

Blog Youtube Print Media Electronic media Edwin Lau

Familiaritas terhadap bagian dari kampanye

Aspects of the campaign

43

1

2

3

4

5

6

7

Blog Edwin Lau Electronic media Print media Website Youtube

Interest in parts of the campaign

Aspek-aspek kampanye

44

1

2

3

4

5

6

7

Blog Edwin Lau Electronic media Print media Website Youtube

Ketertarikan terhadap bagian dari kampanye

Facebook survey

▪ Why?

▪ Results

45

Facebook survey (1)

46

0 50 100 150 200 250 300 350

more than 2 times a week

1-2 times a week

Less than once a week

How often did your family eat cold chicken in a week?

Facebook survey (1)

47

0 50 100 150 200 250 300 350

more than 2 times a week

1-2 times a week

Less than once a week

Seberapa sering keluarga anda mengkonsumsi dagingayam dingin dalam seminggu?

Facebook survey (2)

48

0

100

200

300

400

500

600

The chicken is clean andhygienic

Seeing the process ofslaughter

Can be stored for long term

2. What are your considerations in buying chicken? (Can answer more than one)

Facebook survey (2)

49

0

100

200

300

400

500

600

The chicken is clean andhygienic

Seeing the process ofslaughter

Can be stored for long term

2. Apa pertimbangan anda dalam membeli dagingayam? (boleh memilih lebih dari 1)

Conclusion

▪ First we measured what was most important in the choice for cooled chicken.

● The campaign team used this information to frame the message

▪ We can measure the impact on:

Interest and desire increased

Awareness did not increase

Impression of Nutrition and Quality

Usage of cold chicken

Increased cooled chicken in evoked choice set

50

Kesimpulan

▪ Pertama, kami mengukur apa hal terpenting dalampemilihan daging ayam dingin.

● Tim kampanye menggunakan informasi ini untukmeyampaikan pesan.

▪ Kami dapat mengukur dampak terhadap:

Minat dan keinginan meningkat

Kesadaran tidak meningkat

Kesan nutrisi dan kualitas daging ayam

Penggunaan daging ayam dingin

Peningkatan daging ayam dingin dalam pertimbanganpemilihan

51

Conclusion: a personal note

Very well done!

52

Kesimpulan: catatan pribadi

Sangat memuaskan!

53

Discussion

▪ Did you expect these results?

▪ Autonomous development expected?

▪ What do you think is the best outcome of the campaign?

54

Diskusi

▪ Apakah anda mengharapkan hasil seperti ini?

▪ Apakah autonomous development diharapkan?

▪ Menurut anda apa hasil terbaik dari kampanye ini?

55

Terimah Kasi / Thank you

▪ Website: www.difslive.com

▪ Contacts:

▪ Jos van den Puttelaar

▪ [email protected]

http://www.difslive.com/

consumer campaign impact assessment ayam dingin segar · demografi aida perilaku pembelian motivasi...

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