Topics to be Discussed in Today’s class

1. Introduction to Research for Marketing Decisions (RMD)/Marketing

Research (MR)

2. Examples of few Live RMD/MR Projects

3. Review of Marketing Management

4. Review/few points of Consumer Behaviour

5. Few emerging MR/RMD issues

INTRODUCTION TO RESEARCH FOR MARKETING
DECISIONS/MARKETING RESEARCH

Research for Marketing Decisions

PGP - Term IV (2022-2023)

Prof. Gopal Das

Perceptual Map of Automobile (Positioning -STP)
Perceptual Map of RMD (Positioning)
Perceptual map of RMD
Quantitative

R M D (Term 3)
4)

Concepts Application

Marketing (Term 1) Qualitative

Learning Objectives of the RMD/MR

• Learn how to identify business problems/opportunities and

provide solutions for them.

• Broaden and deepen existing knowledge of marketing (Latest

concepts, research, techniques, tools, applications).

• Learn how to carry out “professional quality“ market

research/consultancy projects (useful in marketing, sales, and
consulting jobs).

• Helps to become a business consultant.

Evaluation Parameters

• Class Participation 5%
• Presentation + Assignments 15%
• Mid Term 25%
• End Term 25%
• Project (Teams of 5/6 students) 30%
Books

• Textbook: Malhotra, NK and Dash SB (2022), Marketing

Research, Person.

• Reference book: Das Gopal, Aaker D, Kumar V, Leone R, and

Day G (2022), Marketing Research, Wiley.
Amazon: Market Research (2022)

Vs.

7
Amazon: Market Research (2022)

Vs.

10
eBay: Market Research (2021-22)

CAMEFINE EWSD Digital SLR Camera with 8GB card CAMEFINE EWSD Digital SLR Camera with 8GB card

Model: 9478423784 SKU: 443258 Model: 9478423784 SKU: 443258

Product features: Product features:

• Fine quality • Fine quality
• Lightweight, convenient and • Lightweight, convenient and
portable portable
• Waterproof • Waterproof
• Optical zoom 5X • Optical zoom 5X
Facebook Market Research (2019-20)
 L'Oréal Market Research (2022)

Does beautifying self impact Variety-seeking?

 Augmented reality vs. Virtual reality (IKEA 2022)

How does augmented vs. virtual reality impact self-

brand connection?
 Voice search vs. Text search (Google 2021-22)

How does voice search vs. text search impact brand

attitude?
 Group buying (Latest MR)
Gym Membership with
55lb Olympic Barbell Dumbbell Weight
Complete Unlimited All Access Set Gym Lifting Exercise Workout

• For One: Complete Unlimited All Access

• For One Weight Set: Price $145
for Three Months: Price $145
$55 (39% OFF)
$55 (39% OFF)
1000+ bought
1000+ bought
• For Two Weight Sets: Price $145
• For Two: Complete Unlimited All Access $53 (37% OFF)
for Three Months: Price $145
$53 (37% OFF) 690+ bought

690+ bought

Experiential Purchase Material Purchase

In which case consumer purchase intentions would be

greater?
COVID-19 and its Implications for Consumers and
Marketers (Current MR)

Source: Das et al. 2021

https://link.springer.com/article/10.1007/s11747-021-00786-y
Review of Existing Marketing Knowledge
What is Marketing?

• Marketing is an activity, set of institutions and processes for

creating, communicating and delivering value for customers,
clients, partners and society at large.

• Value = Benefits - Costs

Benefits

Social

Symbolic Benefits Experiential

Functional
Costs

Money

Peace
Cost Time
of mind

Effort
 6 Steps of Marketing
Step 1: Assessing customer value (environment scanning, need,
want and demand, opportunities/gaps)

Step 2: Choosing customer value

(STP, branding)

Step 3: Designing customer value

(product development, service, pricing)

Step 4: Delivering customer value

(marketing channels, retailing, wholesaling)

Step 5: Communicating customer value

(IMC, adv. & sales promotion)

Step 6: Sustaining growth and value

(global marketing, marketing strategy)
 Application of marketing research across six steps of
marketing

6 Steps of Marketing Application of Marketing Research techniques

Assessing customer value Feasibility study, gap analysis, survey, FGI

Choosing customer value Cluster analysis (ST), MDS (P)

Designing customer value Experiment, Conjoint analysis, Ethnography

Delivering customer value Discriminant analysis, logit model, ANOVA

Communicating customer value Regression, forecasting, factor analysis

Sustaining growth and value Discriminant, regression, ANOVA, factor analysis

 Consumer Behaviour:
Consumer decision making process

Pre-purchase Purchase Post-purchase

▪ Trigger ▪ Brand choice ▪ Use
▪ Need recognition ▪ Store choice ▪ After sales service
▪ Identify options ▪ Model choice ▪ Satisfaction or
▪ Information about ▪ Actual purchase dissatisfaction
options ▪ Mode of payment ▪ Repurchase or not
▪ Evaluate options ▪ Recommend or
not
Factors affecting consumer decision making process

What are the External vs. Internal factors to Customers?

 How attitude influences consumer decision (ABC
model)
Cognitive (Mind) Create brand awareness
(knowledge/beliefs) Create differentiation
(Through marketing activities such as promotions)
Affective Create love, happiness, anger etc. about the
(Feeling and emotions) products/services.

Behavioral (Actions) Encourage trial/purchase

Encourage repeat purchase
Create loyalty/WOM

70% discount on cloths (Cognition) Happy (Affect) Impulse buying (Behavior)

Results of a MR project (PGP, 2020-2022; Term IV)
Stimuli-Organism-Response (SOR) Model of consumer
behavior (Mehrabian and Russell, 1974)

An example:
Website design (S) → Trust (O) → Purchase Intention ( R)
Results of a MR project (PGP, 2020-202; Term IV)
 Concept of Mediation and Moderation for Marketing Strategy:
A managerial perspective

Customers
Buy 1 get Impulse
Become
2 FREE Buying
Excited

P: Mediator/Organism Behavior/Response
Promotion/Stimuli
Moderator: Females vs. Males

Mediation hypothesis: Buy 1 get 2 Free (S) leads customers become excited (M) which in turn
leads to impulse buying ®.

PS: Excitement is mediator here as without excitement Promotion and Behavior could not be
linked.

Moderation hypothesis: The mediation hypothesis stated above may be True only for females
(not for males).

PS: Gender is moderator since the mediation path is true for females only (not for males)
Dimensions of Consumer Affect/Emotion (Russell, Weiss,
and Mendelsohn, 1989).
Types of consumer decisions (Schiffman and Kanuk,
2019)
How consumers make decisions

Cognitive vs Emotional decisions

Consumer
High involvement vs low involvement
decision making

Compensatory vs non-compensatory
Cognitive
Cognitiveor emotional
or emotional decision? decision?
Cognitive or emotional decision?
Cognitive vs Emotional decisions

Product type

– Utilitarian / search products (Cognitive/Rational)

– Ego expressive/hedonic or experience products
(emotional)

Moderators? – For Segmentation and Targeting

- Individual differences in decision making
- Contextual differences in decision making
High involvement or low involvement product?
High involvement or low involvement product?

Nostalgia and Purchase?

High involvement vs. low involvement product
High involvement – More engagement
– More effort
– More time
– More information processing
– More expense, Risk, uncertainty

Low involvement – Less engagement

– Less effort
– Less time
– Little information processing – Less expense, risk,
uncertainty

Is mind-based or heart-based position long lasting?

Compensatory or non-compensatory decision?

Flight delay Food as compensation

Compensatory or non-compensatory decision?
Compensatory decision making
- Product’s short comings on a particular attribute (say color) can
be compensated by strengths on other attributes, say price
discount.

Non-compensatory decision making

– Product’s failure to reach a satisfactory threshold on a
particular attribute cannot be compensated by high
performance on another attribute.

Does self-discrepancy influence compensatory consumption?

Self-discrepancy influences compensatory consumption -
Examples

- Consumers who are ignored increase their levels of

conspicuous consumptions, in order to get noticed (Lee and
Shrum, 2012)

- Feeling less powerful than others (self-discrepancy) can leads

to use high-status products, in order to restore the feeling of
power (Rucker and Galinsky, 2009)
Few other emerging marketing issues……

How to reduce Pain of Payment? How to resolve dilemma in Gift selection?

Positioning: Laddering
Positioning: Ladderingfrom featurestotovalues
from features values

VALUE POSITIONING

BENEFIT POSITIONING

FEATURE POSITIONING
Feature based positioning
Feature based positioning
Benefit based positioning
Value-based positioning

For customers, the value

propositions are that:
- it is the best way to get
around,
- to be able to call a ride
with one tap 24/7 and,
- track the driver arriving.
Few Marketing Questions, Managers generally ask?
Marketing questions
Who are our current customers?

Our brand’s users Are they loyal?

What drives loyalty & brand preference?

Can usage by current users Are they satisfied with our brand
be increased? What drives customer satisfaction?
What are the drivers of
upgrade decisions?

How are various brands perceived?

Can current users be Can new users
be attracted? Are there opportunities for new
upgraded to our brands/products?
higher priced brands
/systems?

Are category non- Can competitor’s users

users viable? be attracted?
What features/pricing should the new
brands/products have?
How to forecast sales for the new brand?
Answers to the marketing questions via Marketing
Research
Answering the marketing questions via research

Marketing question Relevant Concept Technique

Who are our customers? Segmentation Cluster analysis
Are our customers loyal? Brand choice Logistic regression
What drives upgrade
decisions?
What drives customer Customer attitudes and Factor analysis,
satisfaction? beliefs Regression
How are various brands Perceptual maps Multi-dimensional scaling
perceived?
What features/pricing Product design Conjoint analysis
should new products have
How do we forecast sales Diffusion of innovations Bass Model
for new products?