Consumer Behavior- 2015 - Rajesh Satpathy

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DISTIRIBUTIVE APPROACH
DISTIRIBUTIVE APPROACH AND THE IMPLICATION ON MARKETERS

DISTRIBUTIVE APPROACH:

Experimental research on consumer behaviour historically has

utilized the distributive approach. Consequently, consumer
behaviour has been conceptualized and studied as an act rather
than a process or series of interrelated acts.

Researchers utilizing this approach attempt to determine the

relationship between the outcome of consumer decision-making
and a variety of independent variables such as income, social class,
race, and marital status.
DISTIRIBUTIVE APPROACH AND THE IMPLICATION ON MARKETERS

ADVANTAGES OF THE DISTRIBUTIVE APPROACH:

The major advantage is that research utilizing this strategy is

relatively simple and typically less expensive than other
alternatives. The Distributive approach has proven to be somewhat
useful in estimating marketing potential and in making media
selection decisions.

Furthermore, it has been very useful in those instances where the

independent variables under the study are highly correlated with
the purchase of the product.

Example: Recently aired commercial by Small Car Renault Kwid in

India
DISTIRIBUTIVE APPROACH AND THE IMPLICATION ON MARKETERS

ADVANTAGES OF THE DISTRIBUTIVE APPROACH:

This approach sees consumer behaviour as an act rather than a

process. It focuses on just the act of purchase and does not
concern itself with pre-purchase and post-purchase activities.

Example: people buying /consuming products/services in various

tourist locations worldwide.
DISTIRIBUTIVE APPROACH AND THE IMPLICATION ON MARKETERS

LIMITATIONS OF THE DISTRIBUTIVE APPROACH:

The Distributive approach does not provide the marketing manager

with any insight into why the relationship between an independent
variable and purchase decisions exists. Because this approach fails
to provide information on the sequence of events culminating on a
purchase act,

It is of limited value in developing effective marketing strategies or

in evaluating existing business practices in terms of their
relationship to consumer needs.
Thank You!