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Consumer Behavior

Attitude
VALS
Segmentation
Change – JND
Images
Consumer Research

Himanshu Vaidya
Attitude
 Attitude
 Cognitive
 Affective

 Conative

 VALS
 Actualiser
 Fullfilleds
 Achiever
 Struggler
Consumer Acceptance
 Innovators
 Early Majority
 Late Majority
 Laggards

 Change & Consumers


 JND
Segmentation
 Geographic
 Age
 Gender
 Income
 Usage
 Socio-Cultural
 Hybrid
Consumer Research
 Modernist Approach
 Interpretivist Approach
 Post Positivist Anthropological Approach

 Problem Identification – Coke vs. Pepsi


 Establish Research Objectives
 Research Design
 Primary
 Secondary
 Analysis
 Strategy
Thank You