Consumer Behavior Research

Presented by: Prateek Godara

Definition of Consumer Behavior Individuals or groups acquiring,

using and disposing of products, services, ideas, or experiences

Includes search for information and actual purchase

Includes an understanding of consumer thoughts, feelings, and actions

Consumer Research

The systematic and objective process of gathering, recording, and analyzing data for aid in understanding and predicting consumer thoughts, feelings, and behaviors.

In a global environment, research has become truly international.

Important Factors in Consumer Research

Speed The Internet Globalization

Types of Consumer Research Basic Research

To expand knowledge about consumers in general

Applied Research When a decision must be made about

a real-life problem

The Consumer Research Process Defining the Problem and Project

Scope The Research Approach The Research Design Data Collection Data Analysis and Interpretation Report

Production Concept Focus on Production View of consumers:

They will buy as long as the product is available and affordable.

Focus on production justified: Demand higher than supply Non-competitive product cost

Selling Concept Focus on selling View of consumers:

We have to sell to them or else they won’t buy.

Focus on selling justified: Introductory stages of product life

cycle

Marketing Concept Focus on marketing

Creating mutually rewarding exchange relationships

Consumer needs and wants have priority

View of consumers: They will buy if you fulfill their needs

better than the competition.

Market Research:Research Designs Exploratory Research

(Formulative) Descriptive Research (Statistical) Causal Research

Market Segmentation Bases Demographic Geographic Benefit Usage Lifestyle

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