CONSUMER RESEARCH IN AN

AGE OF CYNICISM
FROM:
SHAHBAZ
RAVI
ABHIJEET
KHUSHBU PAREEK
PRAGATI
 WHAT DO YOU MEAN BY CYNICISM????

 Consumer awareness..

 Consumers like humorous advertisements..

 Marketers face challenges……

• Qualitative research.
 Perceptions of the brand and its competitors.
 Qualitative Questionnaire.
•Personal Brand Reward…..

•Personification and visual projective technique..

•Benefit ladder.

steps in benefit ladder:

•Importance of feature of the brand.

•Benefit of these features.

•Most important benefit.

•What makes benefit important.

•What we lack in absence of feature.

 Enable to define benefit and feelings about the
brand

 More likely to charm the cynical consumer

 Set a brand apart and ahead of its competition

 PBR was a feeling of belonging and importance

 QUESTIONS
Question 1:
A research study reveled that consumers are cynical
about the marketing game, and yet they buy. In this
context, how do you motivate them to buy a product
or service??
Question 2:
As a researcher, how do you prepare before conducting
a qualitative research???
Question 3:
List out the steps of benefit Laddering??
THANK YOU