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This tutorial is designed to clarify how Awareness, Purchase Intentions and Preferences are calculated in Markstrat. It will help instructors understand why sometimes Purchase Intentions for a given brand are greater than Awareness in Markstrat. This most happens in the Vodite market. Preliminary note: All Markstrat studies are done at the beginning of the period.
AWARENESS
This study is made on N respondents. Lets assume that N = 1000. The study starts with a number of questions to determine what segment the respondents belong to. Lets assume that our 1000 respondents are all Adopters.
QUESTION:
What Sonite/Vodite brands do you know ? Respondents can list several brands.
STUDY RESULT:
The agency then summarizes the above information as : AWARENESS (% of respondents aware of)
VALF VANM VOVO 54.9% 21.4% 19.3% = (68+83+19+23)/1000
A FEW REMARKS:
Awareness does not sum to 100%. Sum of awareness is usually lower than 100% at the early stage of the market. Sum of awareness is much greater than 100% when the market is developed. Even if sum of awareness is greater than 100%, it does not mean that all consumers are aware of at least one sonite/vodite.
TWO QUESTIONS:
Do you intend to purchase a Sonite/Vodite during the next 12 months? If yes, what brand do you intend to buy? Respondents can only choose one brand.
RESULTS:
The agency summarizes the above information by normalizing to 100% purchase intentions so as to facilitate the comparison between PI and market shares : PURCHASE INTENTIONS (% of respondents intending to purchase)
VALF VANM VOVO 14% 11% 75% = 180/(34+26+180)
A FEW REMARKS:
PI does sum to 100%. This is apparently what creates the confusion.
PREFERENCES
You may eliminate awareness from the equation by calculating the preferences for the brands, I.e. what consumers would purchase if you organized a focus group, where product are presented to respondents. All you have to do is to divide PI by Awareness and then normalize to 100%. With the above example, one obtains the numbers below. As you can see, VOVO is by far the preferred product. Preferences
VALF VANM VOVO 5.5% 11.0% 83.5%