consumer behaviour-research process

CONSUMER BEHAVIOURConsumer Research Process

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Consumer behavior is the decision making process and physical activity involved in acquiring , evaluating, using and disposing of goods and services.

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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?

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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

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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

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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

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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

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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

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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

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ATTITUDE SCALING

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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

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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

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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

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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

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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

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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

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