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Consumer Behaviour

Consumer Behaviour


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Published by: api-3801857 on Oct 17, 2008
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To measure the attitudes of a consumer, a researcher has to understand different

scales, situations in which they may be used, or the analytical tools that can be

used to analyze the responses. Scales are of four types: (a) nominal, (b) ordinal,

(c) interval, and (d) ratio.

Nominal Scales: These are the least restrictive of all the scales. Here numbers

are used for identification purposes only. A typical example of this scale is

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Consumer Behaviour

Unit - I


telephone numbers allotted to subscribers. An other illustration is classification

of retail outlets “carrying brand X” and those “not carrying brand X”. These

scales permit only the most elementary mathematical analysis. For example,

mode is a common statistical tool used here. Let us consider the example of

different brands of toilet soaps being marketed in a given area. On the basis of

the number of shops keeping different brands of toilet soaps, we can find out the

most popular brand of soap in a particular geographical area, or the brand sold

by maximum number of shops in that area.

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