Consumer behaviour research

 Process
 Scope
 Techniques
 Sources

 Consumer behaviour research is the
study and observation of consumer pre-
purchase, and post-purchase behaviour,
why goes for particular brand, store,
packing and packaging etc.

 The first and most difficult step in the
consumer research process is to carefully
define the objectives of the study.
 It is important for the marketing manager
and the research manager to agree at the
outset on the purposes and objectives of the
study to ensure that the research design is
appropriate.
 A carefully thought – out statement of
objectives helps to define the type and
level of information needed.

 It leads to setting of objective of research
which is to be seen by marketing people
of the organisation.
a)Determining the specific population of
the targeted consumer
b)Suggesting segmentation
c)Locating the consumption pattern

 Secondary data is that data which has already been collected and is
available what might have been collected by any private or government
agencies.The source of secondary data may be:
Published report from market research organisations and market analyst, Audit report of
bodies like audit bureau, Government published reports, statics census findings and
trade reviews, Data bank information available on payment, Annual reports of the
companies
 Secondary data includes both internal and external data.

 Internal secondary data consist of such information as data generated in-house for
earlier studies as well as analysis of customer files, such as past customer transaction,
letter from customer, sales call report, and data collected by warranty cards.This type of
information is used to check customer lifetime value profiles for various customer
segment.
 External secondary data consist of any data collected by an outside organisation.
Consumer generated media(CGM) especially, has grown in importance as a data source.
The key is to avoid spending to much time following ‘blind alleys’ .this is where the time
and cost can escalate sharply. For example: directories, country information, published
marketing research report, news sources, books ,internet- single search engine.

 There are 2 types of research designs which is used according to the
purpose of the study.These are Quantitative Research and Qualitative
Research. Because the approach for each type of research differ in terms
of method of data collection, sample design, and type of data collection
instrument used.
 Quantitative research :
 Three basic design are used in quantitative research: Observation,
Experimentation And Survey

 Marketers recognize that the best way to gain an in-depth understanding of the
relationship between people and products is by watching them in the process of
buying and using the products. Doing so enables observational researcher to
comprehend what the product symbolize to consumer and provides greater insight
into the bond between people and products that is the essence of brand loyalty.

 It is possible to test the relative sales appeal of many types of variables, such as
package designs , prices, promotional offers, or copy theme through experiments
designed to identify cause and effect.
 In such experiments (called causal research), only some variables are
manipulated( the independent variable) while all other elements kept constant.
 A controlled experiment of this types ensures that any difference in the
outcome(the dependent variable) is due to different treatments of the variables
under study and not to extraneous factor.

Basis Mail Telephone Personal
Interview
Online
Cost Low Moderate High Low
Speed Slow Immediately Slow Fast
Response
Rate
Low Moderate High Self-selected
Geographic
Flexibility
Excellent Good Difficult Excellent
Interviewer
Bias
N/A Moderate Problematic N/A
Interviewer
Supervision
N/A Easy Difficult N/A
Quality of
response
Limited Limited Excellent Excellent

 Research method may used may be
differ in composition, they all have roots
in psychoanalytic and clinical aspects of
psychology and they stress open ended
and free responses types of question to
stimulate respondents to reveal their
innermost thoughts and belief.
 Depth interview, Focus group, projective
techniques, Metaphor analysis

 It is a lengthy non structured interview between a respondent and highly
trained interviewer who minimize his or her own participation in the
discussion after establishing the general effect.
 Respondents are encouraged to talk freely about their , activities attitude
and interest in addition to product category.
 Such studies provide marketer with valuable idea about product design
or redesign and insight for positioning or repositioning the product.
 Transcript , audiotapes and videotapes recording of interview are then
carefully studied, together with report and respondent mood.

 It consist of 8-10 respondents who meet
the moderator analyst for a group
discussion focused on a particular
product or product category.
 Respondents are encourage to discuss
the interest, attitude, reaction, motives,
lifestyle , feelings about the product.

 It is design to tap underline motives of individual despite the
unconscious rationalization or effort of conscious concealment.
 They consist of variety of disguised tests that contain ambiguous
stimuli such as incomplete sentences, untitled picture or cartoon,
ink blots, word association test, and other person characterization

 Sometimes respondent cannot able to convey their feelings in
words.
 Therefore , it is important to enable consumer to represent their
images in an alternate, non verbal form, through the use of sound,
music , drawing or pictures.
 The use of one form of expression to describe or represent
feelings about another is called a metaphor.
 A number of consumer theorist have come to believe that people
use metaphors are the most basic method of thought and
communication.

 Research does not end in collecting the
data and presenting its most important is
analyzing the data ,testing the data and
formulating the data.
 It should be based on the investigation of
the methods used by the individual field
workers to defeat any short cut wrong
sampling or simplification adopted. Only
that data appears to be credible and
comparable should be accepted

 Research report is a formulation of
conclusion , collection and interpretation
of data which is quite useless if it is
analysed and interpreted to resolve the
problem for which research was
undertaken.
 Results are extracted from the analysis
and the interpretation of the data in the
form of report is presented before the
marketer.

 Consumer research comes to an end as
soon as the research report is submitted
to the marketer or the producer yet it will
be of no use if follow up action is not
taken and the measures suggested in the
report are net implemented in their
spirit.

 Consumer research
 Market research
 Product research
 Distribution channel Research
 Advertising Research
 Pricing Research
 Sales Research

Quantitative method
Observation Method
Experimental method
Survey method
Qualitative Method
Depth interview
Focus group
Projective techniques
metaphor

 External sources
1)Primary data: it is one in which
information is directly through
questionnaire and interview. It include
consumer, buyer, middleman, salesman.
2)Secondary data: it is mostly from
published material and publications of
government, private and public books.

Consumer behaviour research

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