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Shivangi-Ch. 2 Share of Hearts, Minds and Markets-Marketing Metrics (3.…
Shivangi-Ch. 2 Share of Hearts, Minds and Markets-Marketing Metrics
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4. QUALITATIVE METRICS
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HIERARCHY OF EFFECTS
ATTITUDES
Combination of consumers believe and its strength.
It includes Attitude, perceived value for money, perceived quality/ Esteem, relative perceived quality, intentions and intention to purchase.
USAGE
- It defines the purchase frequency and units per purchase.
AWARENESS
The percentage of potential customers or consumer who recognize or name the brand.
- It can be aided or unaided
Ad Awareness
Percentage of target consumers or accounts who demonstrate awareness of brand's advertising.
Brand/ Product Knowledge
Percentage of surveyed customers who demonstrate specific knowledge about a brand or product
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OBJECTIVE
- To track trends in customer attitudes and behavior.
- To determine who tried, rejected or adopted the brands.
- Reliance leads the market by capturing maximum user market.
- In terms of Revenue, Airtel remains market leader.
- Reliance targets mass market and penetration pricing.
- Airtel lags behind Reliance by 8.33% of the user segment but due to high prices manages to be the market leader.
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Make decisions regarding efforts
- To expand a category.
- Take customer from competitors
- Increase the share among existing customer.
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