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consumer research is to identify reasons for

purchasing a product, usually customers hesitates toreveal their reasons or motivational factor which made

them to purchase a product or service

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Two different types of research methodology tostudy consumer behavior:

quantitative research and

qualitative research.

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It is descriptive in nature and this method isused to predict the consumer behavior. Thismethod always consists of experiments,

surveys techniques, and observations.

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This includes depth interviews, focus groups,metaphor analysis, and projective techniques.Here sample sizes are necessarily small so we

cannot generalized to larger population

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Six steps

defining the objectives of the research

collecting and evaluating secondarydata

designing a primary research study

collecting primary data analyzing the data

preparing a report on the findings

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Defining purposes and objectives helpsensure an appropriate research design.

A statement of objectives helps to definethe type and level of informationneeded.

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Secondary data:data that has beencollected for

reasons otherthan the specificresearch project at

hand

Primary data:data collected bythe researcher for

the purpose ofmeeting specificobjectives

http://www.marketresearch.com/

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Focus groups In-depth

interviews

Projectivetechniques

Metaphor Analysis

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Groups of 8-12consumersassembled

Start out talkinggenerally aboutcontext of product

Gradually focus inon actual product

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Structured vs.unstructuredinterviews

Generalizing toother consumers

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Measurement ofattitudesconsumers are

unwilling toexpress

Consumerdiscusses what

other consumermight think, feel,or do

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Questionnaire

Attitude scales

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Planned questions

Open-ended

Closed-ended

Sample size andinferences

Forms

Mail

Telephone

Mall Intercept Computer/Internet

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Consumer is observed--preferably unobtrusively--while:

Examining products priorto making a purchase

Using a product

Engaging in behaviorwhere the product may beuseful

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Likert scale

Semantic differential scale

Behavior intention scale

Rank order scale

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Figure 2.4 Example of a Likert Scale

Please place the number that best indicates how strongly youagree or disagree with each of the following statements aboutshopping online in the space to the left of the statement.

1 = Agree Strongly

2 = Agree3 = Neither Agree or Disagree4 = Disagree5 = Disagree Strongly

_____ a. It is fun to shop online._____ b. Products often cost more online._____ c. It is a good way to find out about new products

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Figure 2.4 Semantic Differential Profilesof Three Pay-Per-Movie Services

1

2

3

4

5

Cost

Availability

Numberof

Titles

Easeof

Access

Clarityof

Picture

DVD

DigitalCableDIVX

Excellent

Neutral

Poor

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Figure 2.5 Rank-Order Scales

Rank the following computer manufacturers in

terms of hotline help by placing a 1 next to the onewho provides the best telephone help, a 2 next to

the second best, until you have ranked all six.

_____ IBM _____Hewlett Packard_____ Dell _____ Gateway

_____ Compaq _____ NEC

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Extensive problem solving

Limited problem solving

Routinized response behaviour

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Economic view

Passive view

Cognitive view

Emotional view

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Think about a purchase youve maderecently

Discuss the stages in the Consumer Decision

Making Process relative to your purchase In other words, discuss how you moved from stage to

stage when last purchased a product

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Situational influences are temporaryenvironmental conditions that exist at a specifictime and place and which influence consumer

behaviour Marketers must understand:

The types of situations and how they influencebehaviour

How different situations affect consumers

How strong the situational influence is

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12-25

Different types of situations that affect yourpurchasing decisions include:

The message communication situation The purchase situation

The consumption situation or usage situation

Disposal situations

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The setting in which the consumer receives themessage and other communication variables,such as the message source and content

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12-27

Purchase situation is trying to purchasebetween the classes can affect the storedecision, the number of brands considered and

the price the shopper is willing to pay

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The setting in which the product is consumedor used

We purchase different brands for differentsituation uses e.g. soap purchased foryourself may be different from the soappurchased for a guest

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Key Characteristics of Situations

Physical Surroundings

Social Surroundings

Temporal Perspectives Task Definition

Antecedent States

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Physical Features

Store Atmosphere

Atmospherics

Servicescape

Colors

Aromas

Music

Crowding

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Social Surroundings

Temporal Perspectives

Task Definition

Antecedent States Moods

Momentary conditions

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Temporal

Affects such as time of the day or theamount of time available will influence

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Includes the consumers mood or amountof cash on hand, can influence purchasebehavior and choice

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INPUT

PROCESS

OUTPUT

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Figure 16.2 A Simple Model of Consumer Decision Making

Firms Marketing Efforts

1. Product

2. Promotion

3. Price

4. Channels of distribution

Sociocultural Environment

1. Family

2. Informal sources3. Other noncommercial sources

4. Social class

5. Subculture and culture

Need Recognition

Prepurchase Search

Evaluation of Alternatives

Psychological Field

1. Motivation2. Perception

3. Learning

4. Personality

5. Attitudes

Experience

Purchase

1. Trial

2 Repeat purchase

Postpurchase EvaluationOutput

Process

Input

External Influences

Consumer Decision Making

Postdecision Behavior