marketing research and consumer behavior(ready)

8/18/2019 Marketing Research and Consumer Behavior(Ready)

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Marketing research and consumerbehavior……

Marketing: “marketing” is a social process whereby people exchange goods and

services for money or for something of value to them.

1. RESEARCH PLAN : gathering and analying market information which is

necessary to identify the needs of customers and take various decisions for

the successful marketing of the products and services. !ith the growth of

computers" a new trend has emerged in the collection of market

information.#. MARKETING MANAGEMENT AND OBJECTIVES : marketing management means

management of marketing functions. $n another words" marketing

management refers to planning" organiing" directing and control of the

activities which facilitate exchange of goods and services between

producers and consumers. Marketing ob%ectives are:&

1. CHOOSING A TARGET MARKET : e.g." a manufacturer may choose to make

readymade garments for children up to the age of ' years.#. CREATION OF DEMAND : marketing tries to create demand through various

means. (he producers )rst ascertain what the customers want and then

produce goods according to their needs.*. CREATING, DEVELOPING AND COMMUNICATING SUPERIOR VALUES FOR THE

CUSTOMERS: the primary %ob of a marketing manager is to create superior

values so that the customers are attached to the products and servicesand communicate these values to the prospective buyers and persuade

them to buy these products.+. MARKET SHARE : to survive in a competitive world" every business concern

tries to capture a reasonable share in the market. ,or this purpose" various

promotional methods are used to make the goods popular" reasonable

price and -ualities are kept in mind and aggressive selling eorts are

made. (hese activities enable the )rm to capture a reasonable share in the

market.'. GOODWILL: marketing basically aims at building the reputation of the )rm

through various image building activities" i.e." populariing products by

advertising" reasonable price" /igh -uality" etc.0. PROFITABLE SALES VOLUME THROUGH CUSTOMER’S SATISFACTION: marketing

tries to realie long term goals of pro)tability" growth and stability through

satisfying customers wants.2. PLANNING AND CONTROLLING MARKETING ACTIVITIES: marketing

management involves analying marketing activities" implementing

marketing plans and setting control mechanism. (hese functions are to be


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performed in such a way that the organiations ob%ectives are achieved at

the minimum cost.

urvey questions :-

1. /ow many dierent sections which are available in big baaar3

4ns. (here are various sections available in big baaar like mens

section" womans section" kids sections" food materials etc.

#. !hat are the bene)ts that households can take from big

baaar3

4ns. 4. there are certain bene)ts that household can take from

big baaar like discount oers on certain days and especially on

!ednesdays.

b. 5arge number of products under one roof.

6. fresh fruits and vegetable are available.

*. !hat are the criteria of a household for selecting the product of

dierent branded companies3

4ns. (here are the certain criteria like goodwill of the companies

from advertisement" discount prices" dierent exiting oers.

+ /ow the management works in big baaar3

4ns. Management consist of a series of dierent interconnected

and interdependent activates or functions 7planning" organiing"

sta8ng" directing" and controlling9 aimed at achieving the goals

of the organiation.

'. $s there are any changes of disputes among the employees3 $f

yes what are the certain reasons3

4ns. no there are no disputes but sometimes it happen on certain

reasons like bias in promoting" reduction in salary.

0. o they keep inventory of goods3 !hat happens in shortage ofdemand in speci)c products3

4ns. ;tore keep proper inventory of stu in case thinks )nish o.

(hey also keep on updating their suppliers to refresh their goods.

2. !hat are the dierent criteria which management use in

motivation of the employees3


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4ns. $ncrement in salary" reward system" performance appraisal

increasing their social status.

1.!hat criteria do household use when selecting the department stores3

4ns.(here is certain criteria like goodwill of the companies fromadvertisement" discount prices and dierent existing oers.

>#./ow do household evaluate big&baaar and competing stores in termsof the choice criteria in de)ned -uestion3

4ns.!hile comparing big&baaar" consumers check the level on the basesof brands. (hey also check about the particular products onother sources "to knew what types of product available on dierentsections of stores.

>*.!hat is the market store of big&baaar and its competitors for speci)cproduct categories3

4ns.?ig @baaar" which is into retail stores was founded in #AA1 B itshead-uarter is in Mumbai. (he overall strategy of the store is t provide-uality goods B service at an aordable prices. 6onsumers look forward

to various schemes that are oered on a routine basis. ;ince it operateson such a large" it has revenue of C; D1.


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prefer to do shopping in a single place itself" rather than goingfrom other places.

(hey select product categories "the store re&invented itself B madeseparate counters for men"women"teenagers Bchildren alike. ;incethe needs B wants of everyone is uni-ue" hence care was taken to

understand their desires B customie their products respectively.

>'.!hich stores are patronied" when shopping for speci)c productcategories3

4ns. ;peci)c stores are patronied" like pantaloon section for clothes and ifsome employees help the customer in choosingGgiving the informationabout the products in big&baaar.

QUESTIONNARIES:-

. How old is your target customer? (Check all that apply)

How old is your target customer? (Check all that apply) 17 or younger

18-20

21-2

!0-!

"0-"

#0-#

$0-$"

$# or older

2. What gender is your target customer?

%hat gender is your target customer? &ale

'emale

oth male and emale

3. What is the highest level of school your target customer has completed or thehighest degree they have received? (Check all that apply)


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%hat is the highest le*el o school your target customer has completed or the highest

degree they ha*e recei*ed? (Check all that apply) +ess than high school degreeHigh school degree or e,ui*alent (eg. /)

ome college 3ut no degree

4ssociate degree

achelor degree

/raduate degree

. Which of the following categories !est descri!es your target customer"semployment status? (Check all that apply)

%hich o the ollowing categories 3est descri3es your target customer5s employment

status? (Check all that apply) mployed. working 1-! hours per weekmployed. working "0 or more hours per week

6ot employed. looking or work

6ot employed. 6 looking or work

9etired

isa3led. not a3le to work

#. What is your target customer"s yearly household income? (Check all that apply)

$. %s your target customer currently married& widowed& divorced& separated& ornever married? (Check all that apply)

:s your target customer currently married. widowed. di*orced. separated. or ne*er

married? (Check all that apply) i*orcedeparated

%idowed

&arried

6e*er married

'. oes your target customer have children& or not?


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oes your target customer ha*e children. or not? ;es. they do

6o. they do not

hey may or may not

. %s your target customer"s living *uarters owned or !eing !ought !y them orsomeone in their household& rented for cash& or occupied without payment ofcash rent? (Check all that apply)

:s your target customer5s li*ing ,uarters owned or 3eing 3ought 3y them or someone in their

household. rented or cash. or occupied without payment o cash rent? (Check all that apply)wned or 3eing 3ought 3y them or someone in their household

9ented or cash

ccupied without payment o cash rent

+. oes your target customer own a !usiness or a farm?

oes your target customer own a 3usiness or a arm? ;es. they do

6o. they do not

ome may and some may not

.

,-. %n what type of community does your target customer live? (Check all thatapply)

:n what type o community does your target customer li*e? (Check all that apply) City or

ur3an communityu3ur3an community

9ural community

ther (please speciy)

#. How important is convenience when choosing this type of service?

How important is con*enience when choosing this type o ser*ice?


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&oderately important

lightly important

6ot at all important

$. %f you are not likely to use our new service& why not?

: you are not likely to use our new ser*ice. why not? o not need a ser*ice like this

o not want a ser*ice like this

atisied with competing ser*ices currently a*aila3le

Cannot pay or a ser*ice like this

6ot willing to pay or a ser*ice like this


%hat would make you more likely to use our new ser*ice?

. %f our new service were availa!le today& how likely would you !e touse it instead of competing services currently availa!le from othercompanies?

: our new ser*ice were a*aila3le today. how likely would you 3e to use it instead o

competing ser*ices currently a*aila3le rom other companies?


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&oderately likely

lightly likely

6ot at all likely

,-. verall& are you satisfied with your e/perience using our newservice& neither satisfied or dissatisfied with it& or dissatisfied with it?

*erall. are you satisied with your e


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atisied with competing ser*ices currently a*aila3le

Cannot pay or a ser*ice like this

6ot willing to pay or a ser*ice like this


,+. verall& are you satisfied with your e/perience using our newservice& neither satisfied or dissatisfied with it& or dissatisfied with it?

*erall. are you satisied with your e


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marketing research and consumer behavior(ready)

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