In gaining knowledge with which to define market segments, Kendric, Smith & Partners recognizes how important it is to know how purchase and usage behaviour differs between segments. Segmentation studies done by Kendric, Smith & Partners gather behaviour information ranging from measures of brand equity to actual purchase and consumption behaviour. Utilizing equity-measuring analytic approaches developed by Kendric, Smith & Partners, we generate a considerable depth of insight focussing in the following specific areas...
- Category Purchase Patterns
- Category Usage Patterns
- Brand Awareness
- Awareness Efficiency
- Brand Trial
- Trial Efficiency
- Brand Adoption
- Franchise Efficiency
- Brand Usage Patterns
Following segment definition, profiling of segments by purchase and usage behaviour and by brand equity measures provides a rich source of guidance for subsequent brand positioning.
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