Netnography, Qualitative, Quantitative Research of Buavita
From the last three weeks, I have conducted a netnography, qualitative and quantitative research. Therefore in this post, I’d like to sort it all into concentrated findings, to analyze the flow and similarities of issues.
NETNOGRAPHY
First of all, I want to stated that I use this mindmap as the benchmark of the netnography research,
Using Facebook,
Instagram,
and mix of both social media.
from the above parameters, this table below will cover all of the finds across social media.
from here, we can see that the ‘go for more natural options by making juice from real fruits’ is proportional to the fact that Buavita has good sentiments on cure disease. Which followed by those who have quite a negative sentiment towards the brand such as high on sugar ingredients.
QUALITATIVE RESEARCH
For qualitative research, I use free association, projective techniques, and ZMET.
This is the result of free association research
this is the questions for the projective technique,
the ZMET,
And the additional question of
First of all, from the qualitative results, the majority of them have favorable responses, but there is definitely a negative perception, such as how people do have stereotypes towards sugary drinks and comparisons to manually prepared juices. But they don't have any bad image of a mother who gives a drink to her children and family, instead they assume that her mother cares for the well-being of her children, but that she's pretty busy. In addition, the association of Buavita and the work-life balance is quite popular on a par with the sports association picture. And that the perfect time to consume is at noon.
As for the additional answers, the options are derived from the previous non-formal interview with relatives, and the result of it is the reasoning of price=quality and the packaged beverages stereotype. Then I can make a conclusion that as to why the people still have prejudice over it have a tendency to associate the healthy juice with the choice of packaging.
QUANTITATIVE RESEARCH
In the last but not least quantitative analysis, I would like to ask the respondents a few questions, namely:
50% of the respondents answer the product feature 4th, with the main considerations are compositions and message campaign.
35.7% answers with number 8 out of 10, the point in which they belive that the boxed beverages could help with the family-wellness
As a result of the previous qualitative study, it has been mentioned that the most priority considerations are composition, so I would like to know if the composition of the brand elements could minimize the possible consumer bias over Buavita beverages.
Most of them chose the 5th stage, not too impressive.
After that, I would also like to calculate whether the communication campaign, the 2nd most prioritized considerations, could cover the packaging-choice brand elements.
As a result, the majority of respondents have selected point 7 out of 10.
Then I would also like to connect the NPS rating to see if customers are happy with the goods and services itself.
In this scenario, respondents select point 8 out of 10.
CONCLUSIONS
Netnography has shown that the negative reactions to Buavita are when the consumer begins comparing the juice with the actual, manually prepared juice, and this theory is also backed by a qualitative analysis approach based on the projective technique. That’s tough, I think it’s natural to be compared to, and it’s not to be viewed by other moms to be negative because they think that the mom who gives the drink to their kids, particularly their families, genuinely cares for them, and in addition, it seems that the mom is very busy, so they chose Buavita as a safe but practical drink.
But that isn’t all, right? In fact, 40% of the negative reaction of Buavita, which perceives food as not as nutritious as it perceives, believes it to be more sugary and watery, is further supported by the fact that it has been kept in packaging. This concept continues to exist, as consumers become more educated, Buavita has made tremendous improvements to its message campaign strategy, as it is found very informative by customers.
Therefore the 2 main brand issues are:
Are there any other elements of the brand that could mask the selection of packaging?
The messaging strategy could minimize people’s bias to Buavita, as it is perceived to be the 2nd most powerful driver for people to buy, it is also related to the 2nd major brand issue.
Are there any suggestions for a consistent message campaign?
The disease cure related campaign should be updated, as it has the highest positive sentiment and unforgettable experiences hit up to 50 % on Facebook alone, besides the real fruit agenda that has been used up to now as a brand message could also be retained as a high-brand recall for a realistic yet safe substitute.
