sample report rmf

8/3/2019 Sample Report RMF

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A Multi country Usage and Attitudes study on Computers

To: Lenovo

By: Millward Brown

Country: India

2



background

• Some info on why u chose to do this study….



The study design

The qualitative phase of the study was to focus on:

- Indepth understanding consumer purchase behavior,

needs and attitudes, drivers and barriers towards PCs

and generate hypothesis (for validation in the

quantitative phase)

The findings from this phase were more interpretative

than conclusive

STEP 2: QUANTITATIVE PHASE

• The quantitative phase of the study was to help

revalidate hypothesis on:

• The purchase process: Key drivers, channels of

purchase, etc. for main brands in every country

• Specific understanding by age groups, form factors

and price bands, with a focus on Net Gen

• This part of the research is conclusive and will

generate inputs for strategy and decision making on

marketing efforts

4

STEP 1: QUALITATIVE PHASE



The sample spreadOwners (6 months) and intending buyers (next 3 months) for computers

Males and females

18-45 years

Key decision makers/ influencers in the purchase process

5

Qualitative: 16 depth interviews (DIs) + 8 accompanied shopper observationsQuantitative: 800 face to face consumer interviews spread across

Metros: Delhi, Mumbai, Chennai, Hyderabad, Bangalore

Mini metros: Indore, Coimbatore, Baroda, Patna

Sampling: PurposiveQuotas:

An equal split across Owners and Intending buyers of brands;

A minimum of 100 respondents in the Net Gen (18-24 years)

The price bands and segments splits have been boosted to a minimum analyzable base, wherepossible, keeping in mind the natural fallout of these proportions in the initial sample; to berepresentative of the universe, the data has been weighted back on these parameters.

Target group

Sample sizes

Sampling



India All: Sample spread

666

Age India % Metro % Mini Metro%

Base 814 501 313

18-24 yrs 42 37 54

25-35 yrs 41 48 31

35-45 yrs 17 15 15

Occupation % % %

Full time students (do not work) 37 28 50

Employed Part time ( 4 hours a day or less) - and part time

student

5 4 8

Employed part time (4 hours a day or less) - not student 3 4 3

Employed full time 51 63 32

Temporarily unemployed 0 0 0

Not employed 3 1 7

Gender % % %

Males 79 86 69

Females 21 14 31



India All: Sample spread

777

Income contribution India Metro Mini Metro

Base 814 501 313

You are the single wage earner for the household 33 35 30

Both you and your spouse contribute to the household

expenses10 7 13

There are multiple contributors to the household

expenses

43 41 47

Undisclosed 14 17 10

Education % % %

College Graduate 43 49 35

High School Graduate 7 4 12

University diploma (occupation/vocation/academic 3 3 4

Post Graduate 23 30 12

Advance Degree 5 5 4

Some College 15 8 24



India All : SEC & Form Factor

888

SEC India Metro Mini Metro

Base 814 501 313

A 1 24 30 16

A 2 34 36 30

B1 21 16 31

B2 11 9 14

C 9 8 8

D 1 1 1

Overall base:814

Form Factor % % %

Desktop 51 49 54Notebook 47 49 43

Net Book 1 1 2

AIO 1 1 1



op o n wareness orBrands -

9

12

10

18

12

22

7

10

9

0 5 10 15 20 25

Others

Acer

Dell

HCL

HP

Lenovo

LG

Sony

India

12

8

18

12

23

6

7

11

0 5 10 15 20 25

Others

Acer

Dell

HCL

HP

Lenovo

LG

Sony

Metro

12

12

16

12

20

7

16

5

0 5 10 15 20 25

Others

Acer

Dell

HCL

HP

Lenovo

LG

Sony

Mini Metro

Base : 814Base : 501

Base : 313

Across India leading brands like HP & Dell have high Top of Mind Recall. Lenovo’s recall is almost equal across the country.



Market Overview: Brand Funnel

Buyers/ Intenders for

Lenovo HP Dell Acer HCL LG Sony

% % % % % % %

AWARENESS 71 76 80 67 73 67 74

INITIALCONSIDERATION

11 23 19 13 13 7 14

FINAL CHOICE 9 21 18 11 12 10 8

Base: 814 814 814 814 814 814 814

Q. Which of the following brands of computers are you familiar with, as in, you know something about that brand? Q. Which were the brands which you initially considered before you finally bought your computer? Q. And Your final choice of the brand was one of the several brands that you had considered initially?

(82%)

(15%)

- In India, across brands, the conversions from awareness to initial consideration are rather low

- Even so, Lenovo’s conversions to consideration are lower, when compared to brands like HP and Dell

- Lenovo’s conversions to final choice are quite high- comparable with other top brands , but as we shall see later, this does

not mean that for the same person, the initial brand considered is the final brand bought, they could be different

(91%)

(30%)

(95%)

(24%)

(85%)

(19%)

10

REJECTION: Abrand I will notconsider (amongthose aware)

7 3 3 12 7 NA 6

(92%)

(18%)

(100%)

(10%)

(57%)

(19%)

K i



Key consumer touc points- across

brandsOWNERS/ INTENDERS All Lenovo

Sources of information Searched for % %

ANY WORD OF MOUTH (FAMILY/ FRIENDS/ OFFICE IT PERSONNEL/ CURRENT OWNERS ETC.) 90 86

ANY ADVERTISING (TV/ RADIO/ PRINT/ ONLINE) 75 73

- Advertising (TV) 66 65

- Advertising (Radio) 7 8

- Advertising (Print) 28 24

- Advertising Online (web banners/ emails etc.) 14 10

ANY PRINT (NEWSPAPERS/ INSERTS/ GENERAL INTEREST MAGS) 72 71

Newspaper inserts 28 33

Newspapers 61 51

General interest (non technology) magazines 14 17

In store product displays/demos/store material/brochures/allows touching the product etc. 46 56

Websites of computer brands 31 29

ANY ONLINE (BLOGS/ CONSUMER REVIEWS/ CHAT ROOMS/ SOCIAL NETWORKING SITES / PODCASTS/ RSS

FEEDS ETC.)21 18

Events- Tradeshows/ Demos/ road shows 15 17

Billboards or advertising kiosks 10 11

Text messages/ sms/ ads on mobiles 8 7

Base 814 73

Q. Which of these sources of information did you seek while deciding which brand/ type of computer to purchase?

Word of mouth and Advertising (especially TV) are key sources of information in India

11

d ff b d ib



Trade offs between product attributes

and price

(Average % Premium)

7

8

8

9

9

9

9

9

11

Stylish COMPUTERs

Features to enable touch

Cool and interesting features

Better music experience

COMPUTERs with strong security

features

Better video experience

Features that make COMPUTER

easy to use

Better wireless connectivity

Features to get work done faster

7

9

9

10

9

9

10

9

11

Stylish COMPUTERs

Features to enable touch

Cool and interesting features

Better music experience

COMPUTERs with strong security

features

Better video experience

Features that make COMPUTER

easy to use

Better wireless connectivity

Features to get work done faster

ALL LENOVO

Base: 814 Base: 73

Across specific features, consumers willing to pay an average of 9-10 % premium: more for speed enhancing features

Q. As you would know, different computers come with different features. Here is a list of features that some computers don’t have as a standard offering, but are provided at an extra price. Please look at each feature mentioned, and please indicate the % additional price you are willing to pay for it, compared to a computer that does not have that feature

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