CONSUMER BEHAVIOUR

Consumer Research Process

 Consumer behavior is the decision making
process and physical activity involved in
acquiring , evaluating, using and disposing of
goods and services.

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 Consumer research Process

 Researches try to find out

 What the consumers thinks of the company’s
products and those of its competitors?
 How can the product be improved in their
opinion?
 How the customers use the product?
 What the customers attitude towards the product
and its advertising?
 What is the role of the customers in his family?
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 Research Methodology
 To define the problem and formulating the
objectives of research.
 Collecting and evaluating secondary data
 Designing a primary research study.
 Collecting primary data by means of interviews,
questionnaires, surveys etc..
 Analyzing data.
 Preparing a report

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 Secondary Data

Internal
Internal data
data
External
External data
data

Various
Various internal
internal
reports
reports prepared
prepared by
by Government Miscellaneous
Miscellaneous
Government Commercial
the
the firm
firm sources
sources Commercial sources
sources Industry
Industry sources
sources sources
sources

Department
Department of
of
census Trade
Trade publication
publication
census

Commercial
Commercial Professional
agencies Professional and
and
Central
Central agencies trade
trade association
association Reports
Reports from
from
advertising
advertising and
and institutes
government
government marketing
publication
publication institutes academic
academic
records
records marketing research
research areas,
areas, etc
etc
agencies
agencies

Individual
Individual firm’s
firm’s
publication
publication
State
State Government
Government
records
records

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 Process of consumer research

Quantitative research
Specify sample design data
Define the Problem
collection instrument

Conduct exploratory study if

Collect secondary data If Research is required

not
Conduct research using highly
trained interviewers
Satisfactory Collect primary data
conduct
research
Analyze, interpret data Analyze data (Objectively)

Prepare report Prepare Report

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QUANTITATIVE RESEARCH

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 Quantitative Research
 In quantitative research , the researchers aim is
to determine the relationship between one thing
(an independent variable) and another (a
dependent or out come variable)in a population
Types of study
 Descriptive
 experimental

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 Descrptive
 In a descriptive
study , no attempt
is made to change
behavior or
condition measure
things as they are
,this is also called
observational
study

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Experimental research
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In this researcher take
measurements ,try
some sort of
intervention, then take
measurements again
to see what happened.
it includes
experimental group
and control group
ATTITUDE SCALING

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 LIKERT Scale
 This scale consists of a series of statements where
the respondent provides answers in the form of
agreement or disagreement.

 The respondent selects a numerical score for each

statement to indicate the degree of agreement or
otherwise.

 Each such score is finally added up to measure the

respondents attitude.
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Eg. of Likert Scale for evaluating the attitude of customers who have
not used Vacuum cleaner, but who have aware of its existence

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 Semantic Differential Scale
It is used to describe a set of beliefs that underline a person’s attitude towards
an object.

This scale is based on the principle that individuals think dichotomously or in

terms of polar opposites such as reliable-unreliable, modern-old fashioned
etc.

Eg. Comparing four brands of car :

Mitsubishi(L) ; Hyundai(E) ; Skoda(O) ; Honda

Fast -- -- -- -- -- --Slow
Large -- -- -- -- -- -- -- Small
Plain -- -- -- -- -- -- -- Stylish
In-Expensive -- -- -- -- -- -- -- Expensive
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 Behavior Intention Scales
 It measures the likelihood that consumers will act
in a certain way in the future ,such as buying the
product again or recommending it to a friend

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 Behavior Intention Scales
 How likely are you to continue BSNL Prepaid for next six months?
_____________

1.Definitely 2.Probably 3.Might or 4.Probably 5.Definitely

will continue will continue might Not will not will not
continue continue continue

 How likely are you recommend BSNL prepaid to a friend?____________

1.Definitely will 2.Probably will 3.Might or 4.Probably will 5.Definitely will

Recommend Recommend might Not not n
Recommend Rcommend Recommendot

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 Rank Order Scales
 They are comparative scales where respondents were asked to rate an
item in comparison with another item or a group of items on a
common criterion.
Example:
Rank order scale for analysing Motor Cycles

Rank the brands with 1 being the brand that best meets the characteristics ,
3 being the worst of the characteristics
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 Satisfaction scales
 Eg. A hotel customer is asked to indicate the level of satisfaction for the service
provided

1. Highly Satisfied

2. Considerably Satisfied

3. Reasonably Satisfied

4. Unsatisfied

5. Highly Unsatisfied

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jerilgrg@gmail.com