Consumer Campaign Impact Assessment Ayam Dingin Segar. November 2017, Jos van den Puttelaar

Transkripsi

1 Consumer Campaign Impact Assessment Ayam Dingin Segar November 2017, Jos van den Puttelaar

2 Penilaian Dampak Kampanye Konsumen Ayam Dingin Segar November 2017, Jos van den Puttelaar

3 Contents Objective How did we measure? What did we measure? Demographics AIDA model Behaviour insights Campaign insights Conclusion 3

4 Isi Tujuan Bagaimana mengukurunya? Apa yang diukur? Demografi Model AIDA (Awareness Interest Desire Action) Wawasan tentang perilaku Wawasan terkait kampanye Kesimpulan 4

5 Objective Measure the impact of consumer campaign Targets: 7,00 6,00 Goals for cooled chicken 5,62 5,49 5,00 4,32 4,58 4,49 4,00 3,74 3,00 2,00 1,00 Awareness Interest Desire Current Cooled chicken Goal 5

6 Tujuan Mengukur dampak dari kampanye konsumen Tujuan: 7,00 6,00 Goals for cooled chicken 5,62 5,49 5,00 4,32 4,58 4,49 4,00 3,74 3,00 2,00 1,00 Awareness Interest Desire Current Cooled chicken Goal 6

7 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

8 Bagaimana kami mengukurnya? Melakukan studi literature tentang bagaimana kuesioner yang baik untuk Indonesia dan terkait ayam. Menyusun kuesioner untuk mengukur persepsi tentang ayam dingin (cooled chicken) Melatih pewawancara tentang kuesioner dan tujuannya. Melakukan tes percobaan (pilot testing) terhadap kuesioner dan melakukan perkembangan. Melakukan pengukuran sebelum kampanye dilakukan (baseline) Melakukan pengukuran setelah kampanye dilakukan (dampak) All made possible with PT Massasi 8

9 How did we measure? Baseline: Before the campaign N=2056 Effect measurement: After the campaign N= people dropped out 9

10 How did we measure? Kondisi awal sebelum kampanye N=2056 Setelah kampanye dilakukan N= orang dikeluarkan 10

11 What did we measure? Demographics AIDA Buying behaviour Chicken Choice Motivations Campaign data 11

12 What did we measure? Demographics AIDA Buying behaviour Chicken Choice Motivations Campaign data 12

13 Apa yang diukur? Demografi AIDA Perilaku pembelian Motivasi memilih ayam Data kampanye 13

14 What did we measure? Demographics Demographics All female N=2056 Mean age: 38,53 (9,74) Min age: 18 Max age: 74 14

15 Apa yang diukur? Demografi Demographics Seluruhnya perempuan N=2056 Umur rata-rata: 38,53 (9,74) Umur terendah: 18 Umur tertinggi: 74 15

16 What did we measure? AIDA Demographics AIDA Awareness Buying behaviour Interest Chicken Choice Motivations Desire Campaign data Action 16

17 Apa yang kami ukur? AIDA Demographics AIDA Kesadaran Buying behaviour Minat Chicken Choice Motivations Keinginan Campaign data Tindakan 17

18 What did we measure? 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

19 Apa yang kami ukur? AIDA Kesadaran: seberapa banyak yang anda ketahui tentang ayam dingin? Dimana membelinya?; bagaimana menyiapkannya?, dll. Minat: Informasi apa yang ingin ada gunakan terkait dengan ayam dingin? misal saya sering menggunakan resep berdasarkan [...] Keinginan: saya ingin membeli ayam dingin di masa yg akan datang 19

20 AIDA model results AIDA ,32 4,32 4,577 4,872 4, , Awareness Interest Desire Baseline Effect 20

21 Hasil model AIDA AIDA ,32 4,32 4,577 4,872 4, , Awareness Interest Desire Baseline Effect 21

22 What did we measure? Demographics AIDA Evoked choice set Buying behaviour Chicken Choice Motivations Usage per week Campaign data 22

23 Apa yang diukur? Demografi AIDA Perilaku pembelian Motivasi memilih ayam Pertimbangan pemilihan Penggunaan per minggu Data kampanye 23

24 Types of chicken in evoked choice set Warm Cooled Frozen Baseline Effect 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 24

25 Tipe daging ayam dalam pertimbangan pemilihan (evoked choice) Hangat Dingin Beku Awal Dampak kampanye Peningkatan yang besar *memberikan beberapa jawaban diperbolehkan. ** angka ini tidak mewakili penjualan, tapi pertimbangan memilih ***pertimbangan memilih ditingkatkan untuk memasukkan ayam dingin dan beku 25

26 Types of chicken in evoked choice set Filtered for if they have seen the campaign. We see an effect for people who have not seen the campaign. Possible autonomous development due to campaign. Seen Warm Cooled Frozen Baseline Effect Not seen Warm Cooled Frozen Baseline Effect

27 Tipe daging ayam dalam pertimbangan pemilihan (evoked choice) berdasarkan pengetahuan terhadap kampanye Kita melihat dampak bagi responden yang belum melihat kampanye. Sudah melihat Hangat Dingin Beku Awal Dampak Belum melihat Hangat Dingin Beku Awal Dampak

28 How often do you use cooled chicken? 2,5 Use of chicken product in days per week 2 1,5 1 0,5 0 Cooled Warm Frozen Baseline Effect The differences between and effect measurement are statistically significant at 95% confidence interval. 28

29 Seberapa sering anda menggunakan daging ayam dingin? 2,5 Penggunaan ayam dingin per minggu 2 1,5 1 0,5 0 Cooled Warm Frozen Baseline Effect The differences between and effect measurement are statistically significant at 95% confidence interval. 29

30 What did we measure? Demographics AIDA Buying behaviour Chicken Choice Motivations 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? 30

31 Apa yang diukur? Demografi AIDA Perilaku pembelian Motivasi memilih ayam 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? 31

32 What did we measure? Demographics AIDA Buying behaviour Chicken Choice Motivations Campaign data Importance: I find X important Perception I give this product a rating of 5 32

33 Apa yang kami ukur? Demografi AIDA Perilaku pembelian Motivasi membeli ayam Data kampanye Kepentingan: Saya merasa[..] penting Persepsi: Saya memberikan produk ini nilai 5 33

34 Chicken Choice Perception 7,0 Food Choice Motivations 6,0 5,0 4,0 3,0 2,0 1,0 Quality Cold Nutrition Cold Price Cold Convenience Cold Baseline Quality Warm Nutrition Warm Price Warm Convenience Warm Effect 34

35 Persepsi pemilihan daging ayam 7,0 Motivasi memilih makanan 6,0 5,0 4,0 3,0 2,0 1,0 Quality Cold Nutrition Cold Price Cold Convenience Cold Baseline Quality Warm Nutrition Warm Price Warm Convenience Warm Effect 35

36 What did we measure? Demographics AIDA Buying behaviour Chicken Choice Motivations Campaign data 36

37 Familiarity with the campaign 7 How familair are you with the campaign? East Jakarta Bogor Tangerang South Jakarta North Jakarta Bekasi West Jakarta Central Jakarta Depok 37

38 Familiaritas terhadap kampanye 7 Seberapa familiar anda dengan kampanye ini? East Jakarta Bogor Tangerang South Jakarta North Jakarta Bekasi West Jakarta Central Jakarta Depok 38

39 Have you seen the campaign 39

40 Apakah anda sudah melihat kampanye ini? 40

41 Aspects of the campaign 7 Familairity with parts of the campaign Blog Youtube Print Media Electronic media Edwin Lau 41

42 Aspek-aspek kampanye 7 Familiaritas terhadap bagian dari kampanye Blog Youtube Print Media Electronic media Edwin Lau 42

43 Aspects of the campaign 7 Interest in parts of the campaign Blog Edwin Lau Electronic media Print media Website Youtube 43

44 Aspek-aspek kampanye 7 Ketertarikan terhadap bagian dari kampanye Blog Edwin Lau Electronic media Print media Website Youtube 44

45 Facebook survey Why? Results 45

46 Facebook survey (1) How often did your family eat cold chicken in a week? Less than once a week 1-2 times a week more than 2 times a week

47 Facebook survey (1) Seberapa sering keluarga anda mengkonsumsi daging ayam dingin dalam seminggu? Less than once a week 1-2 times a week more than 2 times a week

48 Facebook survey (2) What are your considerations in buying chicken? (Can answer more than one) The chicken is clean and hygienic Seeing the process of slaughter Can be stored for long term 48

49 Facebook survey (2) Apa pertimbangan anda dalam membeli daging ayam? (boleh memilih lebih dari 1) The chicken is clean and hygienic Seeing the process of slaughter Can be stored for long term 49

50 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

51 Kesimpulan Pertama, kami mengukur apa hal terpenting dalam pemilihan daging ayam dingin. Tim kampanye menggunakan informasi ini untuk meyampaikan 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 pertimbangan pemilihan 51

52 Conclusion: a personal note Very well done! 52

53 Kesimpulan: catatan pribadi Sangat memuaskan! 53

54 Discussion Did you expect these results? Autonomous development expected? What do you think is the best outcome of the campaign? 54

55 Diskusi Apakah anda mengharapkan hasil seperti ini? Apakah autonomous development diharapkan? Menurut anda apa hasil terbaik dari kampanye ini? 55

56 Terimah Kasi / Thank you Website: Contacts: Jos van den Puttelaar Jos.vandenputtelaar@wur.nl