5.3.2 Awareness and the December Customer Survey Score

Customer Awareness is determined by the Marketing Department’s promotion budget– the higher the budget, the higher the awareness. Awareness is measured by percentage. 100% means every customer knew about your product.

The December Customer Survey Score indicates how customers in the segment perceived the products. The survey evaluates the product against the buying criteria.

Product ages and distances from the ideal spots change throughout the year, therefore scores change month to month.

If a repositioning project concludes late in the year, the survey score for December could be significantly higher than the scores for the previous months.

Use the customer survey score as a quick comparison tool when conducting a competitive analysis. Perfect scoresare almost impossible. Scores of 50 or above are considered good.