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

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: 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

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

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 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

How did we measure? Baseline: Before the campaign N=2056 Effect measurement: After the campaign N=2022 34 people dropped out 9

How did we measure? Kondisi awal sebelum kampanye N=2056 Setelah kampanye dilakukan N=2022 34 orang dikeluarkan 10

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

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

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

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

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

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

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

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

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

AIDA model results AIDA 7 6 5 4,32 4,32 4,577 4,872 4,341 4 3,735 3 2 1 Awareness Interest Desire Baseline Effect 20

Hasil model AIDA AIDA 7 6 5 4,32 4,32 4,577 4,872 4,341 4 3,735 3 2 1 Awareness Interest Desire Baseline Effect 21

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

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

Types of chicken in evoked choice set 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 24

Tipe daging ayam dalam pertimbangan pemilihan (evoked choice) Hangat Dingin Beku Awal 1969 560 258 Dampak kampanye 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 25

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 1268 349 158 Effect 1259 822 413 Not seen Warm Cooled Frozen Baseline 667 195 96 Effect 667 228 127 26

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 1268 349 158 Dampak 1259 822 413 Belum melihat Hangat Dingin Beku Awal 667 195 96 Dampak 667 228 127 27

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

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

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

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

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

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

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

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

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

Familiarity with the campaign 7 How familair are you with the campaign? 6 5 4 3 2 1 0 East Jakarta Bogor Tangerang South Jakarta North Jakarta Bekasi West Jakarta Central Jakarta Depok 37

Familiaritas terhadap kampanye 7 Seberapa familiar anda dengan kampanye ini? 6 5 4 3 2 1 0 East Jakarta Bogor Tangerang South Jakarta North Jakarta Bekasi West Jakarta Central Jakarta Depok 38

Have you seen the campaign 39

Apakah anda sudah melihat kampanye ini? 40

Aspects of the campaign 7 Familairity with parts of the campaign 6 5 4 3 2 1 Blog Youtube Print Media Electronic media Edwin Lau 41

Aspek-aspek kampanye 7 Familiaritas terhadap bagian dari kampanye 6 5 4 3 2 1 Blog Youtube Print Media Electronic media Edwin Lau 42

Aspects of the campaign 7 Interest in parts of the campaign 6 5 4 3 2 1 Blog Edwin Lau Electronic media Print media Website Youtube 43

Aspek-aspek kampanye 7 Ketertarikan terhadap bagian dari kampanye 6 5 4 3 2 1 Blog Edwin Lau Electronic media Print media Website Youtube 44

Facebook survey Why? Results 45

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 0 50 100 150 200 250 300 350 46

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 0 50 100 150 200 250 300 350 47

Facebook survey (2) 600 2. What are your considerations in buying chicken? (Can answer more than one) 500 400 300 200 100 0 The chicken is clean and hygienic Seeing the process of slaughter Can be stored for long term 48

Facebook survey (2) 600 2. Apa pertimbangan anda dalam membeli daging ayam? (boleh memilih lebih dari 1) 500 400 300 200 100 0 The chicken is clean and hygienic Seeing the process of slaughter Can be stored for long term 49

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 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

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 Jos.vandenputtelaar@wur.nl