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Type |
Client |
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Client |
Sensei |
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Task |
The research of features of Sensei brand awareness and consumer preferences of buyers of household air conditioners. |
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Solution |
Method:
• Focus group interviews in six cities of Ukraine (Kiev, Donetsk, Kharkov, Dnepropetrovsk, Odessa, Simferopol)
Results:
• Information about the features of consumers' perception of intrinsic values of goods.
• Was clarified the consumers' attitude towards the brand Sensei.
• Was analyzed the associative and informative consumers' perception of brands of household air conditioners.
• Was obtained the information about consumer preferences and expectations of the criteria, procedures and reasoning for consumer choice of room air conditioners.
• Was characterized the consumer practices of the target audience regarding air conditioners, knowledge of brands trust in the quality grades, the criteria for selection of brands and businesses, sources of information, reference groups
• Was assessed the adequacy of consumers imagination about the technical specifications of air conditioners and their influence on product choice.
• Became known features of consumers' perception of the various classes of air conditioners, the influence of image features to choose from.
• Was analyzed the brand awareness and brand attitude to Sensei, emotional background and substantive arguments emotional responses, expectations and preferences with respect to the CA brand Sensei.
• Was identified the target audience views on the "ideal household air conditioners." |
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Bmt_Skype
