Brand Exploratory : NETNOGRAPHY-Quantitative-Qualitative

NETNOGRAPHY

Netnography is an online research method originating in ethnography, is understanding social interaction in contemporary digital communications contexts. This a specific set of research practices related to data collection, analysis, research ethics, and representation, rooted in participant observation.

as mentioned before on the previous assignment, Pukka channel was in several consignment store (such as HGLhouse, Local cuteness, Pasaraya store, Zalora, The Shonet) and Instagram. But recently, Pukka opened a new channel in Tokopedia.

In consignment store, Pukka doesn't has any access to know about the Brand Exploratory or how customer's mind about the brand. Because, consignment store doesn't publish any comment or testimonial review about the brand's product. In the customer's journey in Consignment store customers only directed to buy from the website or applications, and then doing a payment, and keep updated by the delivery service about the products they bought. There is no comment section or review section.

(Example : Zalora) There's only "return" section. Where they could complain through the customer service if there is defect from the store or factory and they got another same product after doing some step of return policy from each consignment store. In fact, consignment store always re-checked the quality and the defect of the product to minimize "return" case that would reduce those consignment store "brand" name.

because that is too hard to assess the brand exploratory through consignment store, we will choose their Instagram and Tokopedia to explore the customer's mind about the brand.

the oldest tagged post from Pukka is in November 2017. which is the timeframe to capture the brand experience

FROM TAGGED POST OF @Pukka.official

We could use the tagged post in Pukka instagram account for the base of the research. It could be from how much the tagged post that communicate about the "product" or the "brand" that seen in the comment or captions. Maybe like "lucu bangett beli dimana" or something offensive yet negative like "kamu pake apaansih itu".

the tagged account should not be the consignment's instagram or the owner's instagram account. it should be the customers account.

PUKKA's Instagram Comment Section

this brand could use comment section on their Instagram as brand netnographic research.

it could be negative or positive such as one commented besides. but unfortunately, Pukka doesn't has a strong brand in customer's mind or something that quite impressed the audiences. So theres not much comment in their Instagram post.

PUKKA TOKOPEDIA ACCOUNT

Tokopedia is a huge E-commerce in Indonesia that allowed small business until large business to sell their product that integrated with payment system and delivery service system

this facilitate the owner of the business and the auditors to know the impression or customer's mind towards brand.

there is review section, comment section, store rate section, and product's that being the most favorite in the store section.

unfortunately, Pukka has just open their new channel in Tokopedia so there is no review about their brand or the product yet.

QUALITATIVE METHOD

Next, we're going to use a qualitative method which is a research process of using subjective methodologies to gather information or data. Because Pukka is a local fashion brand that is not big enough yet, free association techniques and ethnography is the best qualitative method for this issue. Using free association it allowed the respondents to say or verbalize what comes to mind by hearing or knowing about the product. This techniques to further understanding about the brands. Also using ethnographic techniques allowed the company to understand the consumer in terms of cultural trends, lifestyle factors, attitudes and how social context influences product selection and usage. 

Because the qualitative method was conducted through Instagram stories, from the account’s of the researchers mostly the audiences were Female from Surabaya, Jakarta, and Bandung with age range mostly from 18-24 years old.

this quick survey to determine how likely kimono outer in people's perspective and the result from 131 people is around 70%.

also, from this quick survey we also asked about what people preference between international brand and local brand. based from the poll, the answer is 77% of 157 respondents prefer local brand than international brand.

the questions from this quick survey are intended to know people's interest rate to kimono outer local brand.

QUANTITATIVE METHOD

by using quantitative method, here we want to know what customer expectation towards brand. for a small new brand, Pukka considered not being the customer's top of mind yet.

to know the customers' top of mind's brands (3 out of 13 answers Zara)

to know how they perceive local brand and most of them know any local brand who sell outer and prefer a local brand than international brand

from the result "Brand" comes first before they buy the products

to know the customer's influence rate if they reach their satisfaction

The low engagement is the reason why Pukka doesn't reach their wider audience yet. They focused on their brand cooperation with many consignment store. They has a huge and authentic product that reflect their expertise in operational and brand cooperation but they doesn't have strong brand yet.

The weak branding are the reason of Pukka's Instagram engagement rate were low. So the audiences feedback and the customer's brand towards brand are not well described. But from the research that already conducted, we could determine what the brand should do and what the brand are expected by the customers. Pukka are loved by people who already buy the product but the audience for their marketing promotion are not wide enough yet.