CONSUMER RESEARCH

Presented by

 VIKASH SHAW
INTRODUCTION
The very concept of MARKETING,CONSUMER BEHAVIOR
wouldn’t have existed if the consumer of the world have
the same taste and preference ;Today in the world of
tremendous competition one needs to understand that the
consumer is the king and a particular product can only
succeed in a market if the consumer prefers it so the
concept of consumer research becomes very important to
understand before the launch of a particular product,and
also to find the viability of a product already existing in the
market.Today a marketer should understand that he
should sell needs rather than what he produces in the
factory.
Consumer Research

The field of consumer research developed as an

extension of the field of Marketing Research
.Consumer Research enables marketers to
predict consumer behavior it helps marketers to
understand how will consumers react to
promotional message s and to understand why
they make purchase decision they do.Marketers
realize if they know more about the consumers
decision making process,They can design
marketing strategies and promotional messages
that will influence customers more effectively.
Purpose of study

The purpose of studying consumer research helps

in data collection which helps to understand
consumer behavior and also helps in
strengthening the relationship between the
potential customer and the company it also
enables increase respondents involvement by
indicating that the data collected will be used to
improve the company’s offering also appropriate
data are identified to fix product and service
problem and to correct individual participant’s
problems
CONSUMER RESEARCH

QUANTITATIVE
QUALITATIVE
RESEARCH
RESEARCH
(Q.R. Is descriptive in nature and is used by researcher (Q.R. methods consists of
depth interview,
to understand the effects of various promotional inputs focus group,and projective
techniques)
On the consumer)
The Consumer Research process

The major steps in Consumer Research process

include :-
 Defining the objectives of the research

 Collecting and evaluating secondary data

 Designing a primary research study

 Collecting primary data

 Analyzing the data

 Preparing a report on the finding

Developing Research Objectives

The first step in the consumer research process is to

carefully define the objectives of the study.It is
important for the marketing manager and the
researcher to agree at the outset on the purposes and
objectives of the study to ensure that the research
design is appropriate.A carefully thought out statement
of objectives helps to define the type and level of
information needed.Examples:- Is it to segment the
market for plasma television sets?,
To determine what percentage of house hold uses e-
mail?,To find out consumer attitude towards about
online shopping?etc.
Collecting Secondary Data

A secondary information is any data originally generated for

some purpose other than the present research objectives.A
secondary data is relatively easier to get and the collection
cost is very low some syndicated services
(Information services offered by marketing research
organizations that provide information from a common
database to different firms that subscribe to their
services.e.g.AC Nielsen Company) also sells secondary data
for various research purpose.Locating secondary data is
called secondary research.
Data originated by the researcher for the
specific purpose of addressing the research problem is
called primary data and the research thus designed is called
primary research.
Designing Primary Research

The design of a research study is based on the purpose of study.If

descriptive information is needed,then a quantitative study is likely to
be undertaken;if the purpose is to get new ideas (e.g for repositioning
of a product ),then a qualitative study is undertaken. Because the
approach for each type of research differs in terms of method of data
collection,sample design,and type of data collection,instruments
used.Each research aspects is discussed vividly
Quantitative Research Design
There are two ways by which the research is done
 Observational Research (in the field such as a retail store or a mall)
 Surveys (by questioning people)
Observational Research

Observational Research is an important method of

consumer research because marketers recognize
that the best way to gain in depth understanding
of the relationship between people and products
is by watching them in the process of buying and
using products.The use of various Mechanical
Device (perception analyzer,psychogalvanometer
pupilometers) also helps in observational
research.
Surveys

If researchers wish to ask consumers about their purchase

preferences and consumption experiences they can do so
in person,by mail , by telephone ,
Computer assisted telephone interview(CATI) or by mall
intercept.Many house hold participate in such survey as per
their convenience and needs and they are also paid some
incentive by the researching company .The surveys help
researchers to actually understand the intrinsic needs of a
consumer ,what problem they are facing in day to day life
while using a product and what necessary features they
want in the products.
Quantitative Research Data Collection Instrument.

Questionnaires:- For Q.R. the primary data collection instrument is

the questionnaire in which a series of question prepared by a
competent researcher is mailed,or can be administered by field
interviews.To motivate people to participate the questions must be
interesting, objective, unambiguous ,and easy to complete.
Attitude scales:- Researchers often present respondent with a list of
products or products attributes for which they are asked to
indicate their relative feelings or evaluations.The most frequently
used attitude scales are
Likert scale: A measurement scale with five response categories
ranging from “strongly disagree” to “strongly agree”,which
requires the respondents to indicate the degreee of agreement or
disagreement w.r.t. a particular product.
Its fun to shop online strongly disagree neither agree agree strongly agree

disagree nor disagree

Cont,d

Semantic Scale:- A 7- Points rating scale with end points associated

with bipolar labels that has semantic meaning
Dettol as soap is GENTLE :_:_:_:_:_:_:_:HARSH

Rank Order Scale:-Respondents are asked to rank items such as

products(or retail stores)in order of preference in terms of some
criterion,such as overall quality or value for the money.

Which is the banking method you prefer the most

Inside the bank Online Banking Banking

by telephone

ATM Banking by mail.

Qualitative Research Designs and Data collection Methods

There are ways by which Qualitative Research is done but generally

there are two ways of conducting the research
 Depth Interviews
 Focus group
Depth Interviews:-An unstructured,direct,personal interview in
which a single respondent is probed by a highly skilled interviewer
to uncover underlying motivation,beliefs,attitudes,and feelings on
a topic
Focus group:- An interview conducted by a trained moderator
among a small group of respondent in an unstructured and natural
manner.
Also there are ways like Metaphor Analysis,Projective
Techniques etc.
Sampling and Data Collection

SAMPLING

PROBABILITY NON PROBABILITY

A sampling procedure in which each element Sampling techniques that
do not use
Of the population has a fixed probabilistic chance chance selection
procedures.Rather
Of being selected for the sample. they rely on the personal
judgement of
the researcher.
Probability sampling
Non –Probability Sample

 Convenience sample:- The researcher selects

the most accessible population members from
whom to obtain information
 Judgement sample:- The researcher uses his or
her judgement to select population members
who are good sources for accurate information.
 Quota sample:- The researcher interviews a
prescribed number of people in each of several
categories.