CONSUMER BEHAVIOUR

PRESENTATION – 2
PRESENTED BY:
Priyanka Ghosh(104)
Geetika Sethi (109)
Rajarshi Dutta (108)
Mohit Tihara (61)
The Question:
A Manufacture of a new product for whitening
teeth would like to investigate the effects of
package design and label information on
consumers’ perceptions of the product and their
intentions to buy it? Would you advise the
manufacturer to use observational research,
experimentation or a survey? Explain your choice.
 Data Collection Methods

Observation

Experimentation

Surveys
 Observational Research

• Helps marketers gain an in-depth understanding

of the relationship between people and products
by watching them buying and using products.
• Helps researchers gain a better understanding of
what the product symbolizes.
• Widely used by interpretivist researchers
 Survey
Consumers are ask about their

purchase preference and Quantitative

consumption experiences .

This is done by personal

interviews, Telephone surveys,

Questio Attitude
Mail surveys and Online surveys.
nnaires Scale
 Experimentation

• Can be used to test the relative sales appeal of

many types of variables.
• Only one variable is manipulated at a time,
keeping other elements constant.
• Can be conducted in laboratories or in the field.
An Experiment is comprised of two major
components:

 Independent variables.

 Dependent variables.
 A controlled Experiment

●
● Any difference in the outcome(the dependent variable) is due to different treatments of the variable under study and not to
extraneous factors. Example :One study tested the effectiveness of using an attractive versus unattractive endorser in
promoting two types of product : product that are used to enhance attractiveness and products that are not.

Test Marketing

●
● Prior to launching a new product, elements such as package, price and promotion are
manipulated in a controlled setting in order to predict sales or gauge the possible responses
of the product.
 Packaging and labeling for a product of
whitening teeth
• Packaging is enclosing or protecting products for distribution,
storage, sale, and use. Packaging also refers to the process of
design, evaluation, and production of packages.

• Labels are used for product identification, name tags,

advertising, warnings, and other communication.
PACKAGE DESIGN
LABEL INFORMATION
 Test Marketing
In case of launching a new product for whitening teeth we chose for TEST
MARKETING as our application of casual research to realize the effects of
package design and label information on consumer’s perceptions of the
product and intension to buy it.

.
The researcher observes a respondents behavior
towards the older way of labeling and packaging
of the similar product. HOW?
• In market test for a new product of whitening teeth , respondents can view
on a TV advertisement, Computer screen or super market shelves that are
included of the similar product in an older version. The examine it by
rotating it, touching the image and then they decide to buy it.

• Observation made by the researcher:

“HOW LONG THE RESPONDENT SPENDS LOOKING AT THE

PRODUCT AND TIME SPENT TO EXAMINE EACH SIDE OF THE
PACK AND NO.OF ORDER OF PURCHASE.”
Reference :

• Consumer behaviourby Leon G.

Schiffman& Leslie Lazar kanuk
• Google.com