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CONSUMER BEHAVIOURConsumer Research Process
Consumer behavior is the decision making process and physical activity involved in acquiring , evaluating, using and disposing of goods and services.
Consumer research Process
Researches try to find out What the consumers thinks of the company’s
products and those of its competitors? How can the product be improved in their
opinion? How the customers use the product? What the customers attitude towards the
product and its advertising? What is the role of the customers in his
family?
Research Methodology
To define the problem and formulating the objectives of research.
Collecting and evaluating secondary data Designing a primary research study. Collecting primary data by means of
interviews, questionnaires, surveys etc.. Analyzing data. Preparing a report
Secondary Data
Internal data
Various internal reports
prepared by the firm
External data
Government sources
Department of census
Central government
records
State Government records
Commercial sources
Commercial agencies
advertising and marketing research agencies
Industry sources
Trade publication
Professional and trade association
publication
Individual firm’s publication
Miscellaneous sources
Reports from institutes academic
areas, etc
Process of consumer research
Define the Problem
Collect secondary data
Conduct research using highly trained interviewers
Analyze, interpret data
Prepare report
Specify sample design data collection
instrument
Conduct exploratory study if required
Collect primary data
Analyze data (Objectively)
Prepare Report
If Research is not Satisfactory conduct research
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Quantitative Research
In quantitative research , the researchers aim is to determine the relationship between one thing (an independent variable) and another (a dependent or out come variable)in a population
Types of study Descriptive experimental
Descrptive In a descriptive
study , no attempt is made to change behavior or condition measure things as they are ,this is also called observational study
Experimental researchIn this researcher take measurements ,try some sort of intervention, then take measurements again to see what happened. it includes experimental group and control group
LIKERT Scale
This scale consists of a series of statements where the respondent provides answers in the form of agreement or disagreement.
The respondent selects a numerical score for each statement to indicate the degree of agreement or otherwise.
Each such score is finally added up to measure the respondents attitude.
Eg. of Likert Scale for evaluating the attitude of customers who have not used Vacuum cleaner, but who have aware of its existence
Semantic Differential Scale
It is used to describe a set of beliefs that underline a person’s attitude towards an object.
This scale is based on the principle that individuals think dichotomously or in terms of polar opposites such as reliable-unreliable, modern-old fashioned etc.
Eg. Comparing four brands of car :Mitsubishi(L) ; Hyundai(E) ; Skoda(O) ; Honda
Fast -- -- -- -- -- --SlowLarge -- -- -- -- -- -- -- SmallPlain -- -- -- -- -- -- -- StylishIn-Expensive -- -- -- -- -- -- -- Expensive
Behavior Intention Scales
It measures the likelihood that consumers will act in a certain way in the future ,such as buying the product again or recommending it to a friend
Behavior Intention Scales
How likely are you to continue BSNL Prepaid for next six months?_____________
How likely are you recommend BSNL prepaid to a friend?____________
1.Definitely will continue
2.Probably will continue
3.Might or might Not continue
4.Probably will not continue
5.Definitely will not continue
1.Definitely will Recommend
2.Probably will Recommend
3.Might or might Not Recommend
4.Probably will not Rcommend
5.Definitely will n Recommendot
Rank Order Scales
They are comparative scales where respondents were asked to rate an item in comparison with another item or a group of items on a common criterion.Example:Rank order scale for analysing Motor Cycles
Rank the brands with 1 being the brand that best meets the characteristics , 3 being the worst of the characteristics
Satisfaction scales
Eg. A hotel customer is asked to indicate the level of satisfaction for the service provided
1. Highly Satisfied
2. Considerably Satisfied
3. Reasonably Satisfied
4. Unsatisfied
5. Highly Unsatisfied
