Consumer Behavior

Assignment-1

Submitted by: Group – 1

Aditya Kodali – M.B.A./07/182

D.V.S. Pavan Kumar Raju – M.B.A./07/194

Hari Krishnan R K – M.B.A./07/200

Kairam Sai Kousik – MBA/07/204

Siddhant Mohapatra – MBA/07/227

Y Sai Krishna Vaideek – M.B.A./07/234

Manik Mittal – M.B.A./07/212

Ankit Nag – M.B.A./07/188

Sarthak Mukherjee – M.B.A./07/162

Shivam Baghel - MBA/BA/01/021

Submitted to: Teaching Associate:

Dr. Anurag Dugar Mr. Manik Laad

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1. Write any two cases of brands using Netnography and Ethnography

Ethnography:

Ethnography is qualitative research involving immersing yourself in a particular community

or organization to observe their behaviour and interactions up close. It helps the companies to
understand the customer in terms of cultural trends, lifestyle factors, attitudes and how social
context influences product selection and usage. Using ethnography, brands can gain better
consumer insights, identify market gaps, and develop products according to consumer
preferences and needs. Some of the brands using Ethnographic research are Intel, I.B.M.,
American Express, Pepsi etc.

1. American Express:

Bank of America conducted an ethnographic study on its clients. They desired to introduce a
brand-new financial product that simplified shopping for women. They noticed two things
when they watched many women live normal lives.

1. To make calculating easier, women felt comfortable rounding up the transaction. As a

result, 146 was rounded up to $150, and $150 was paid. For this, Bank of America introduced
a debit card that could be swiped at 150 and automatically sent the difference of $4 to a
savings account. As a result, it was simple to complete the deal and save money.

2. They also found that pregnant women had difficulty saving money. The women were
introduced to the above debit card. With the help of that, pregnant women could utilize the
option of saving the change in their savings account while swiping cards. It helped them to
increase their savings slowly.

2. Intel:

At Intel, ethnography is used to better understand customers, strategy and planning and
increase the company's capacity for effective innovation. Ethnography at Intel initially
focused on new markets. The company had provided products only for the workplace, but in
1995 managers wondered whether users at home would become a distinct market. It termed
the approach as "new uses for new users".

A portable netbook-style P.C. for emerging markets is one of the products Intel's ethnography
programs have created. This device is portable, flexible, and robust, matching children's real-
life demands and behavior. It was created to mimic how kids enjoy carrying a pen and paper
around the classroom.

They currently employ ethnography to plan their long-term strategic planning and to provide
answers to issues about how consumer technology use is anticipated to change over time.
Intel now uses ethnographic research to answer topics such as how easily baby boomers
switch from T.V. and P.C. use to tablet use and how smartphones are replacing P.C.s.

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NETNOGRAPHY:

Netnography is qualitative social media research to understand individuals' social interaction

and behaviour in the digital context. Netnography analyses the free behaviour of individuals
on the internet to provide useful insights. Netnography collects textual, graphic, audio, and
photographic data and analyzes the data using content analysis, semiotic analysis, social
network analysis, and big data analytic tools and provides valuable customer insights.

1. Listerine:

Netnographic research on online sources such as social media sites, blogs, forums and
consumer and professional reviews has helped Listerine to obtain insights into customer
perceptions of the brand.

The netnographic data that was collected showed that positive perceptions focused on
Listerine's germ-killing action. This inspired marketers to develop creative advertisements
with real customers talking about the benefit in their language. The second benefit mentioned
in online comments was the effectiveness of Listerine for toenail fungus treatment. This
insight led to developing a new toenail fungus treatment from Listerine.

While the netnographic data that collected positive comments on Listerine led to new product
development and improvement in its existing products, the negative comments were also
analyzed to reveal consumer insights. The most prevalent complaint from consumers was that
Listerine was too harsh on their gums. This analysis helped them discover new opportunities
for introducing a Soothing Power flavour and a non-alcoholic formula.

2. Adidas:

Working with Adidas, Munich-based company HYVE used netnography to study online
communities of consumers who love basketball and other athletic sports shoes. Their studies
revealed that shoe enthusiasts are collectors who love to display their purchases and that
consumers want to customize their shoes to express their individuality and style.

Based on the above findings, the team suggested two solutions to the client: a new type of
package made of UV-reflecting plastic with a branded seal and a customizing kit with paint,
brushes, decals and designs. Adidas then decided to launch them in what has been one of the
brands' most successful product launches in recent years.

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2. Do a critical analysis of two tools for Netnography

RDQA:
RDQA is an R package for Qualitative Data Analysis, a free (free as freedom) qualitative
analysis software application used to analyze textual data. 

It includes all features of CAQDA (Computer-Aided Qualitative Data Analysis). Still,

because of its R package, we can use this as an integrated platform for qualitative and
quantitative data analysis. 

Features:
 Import documents from plain text
 Support Non-English documents
 Supports character-level coding (Predicting the next character based on previous
characters)
 Memos for documents, codes, coding, project, files, etc.
 Categorize files
 Search files using keywords
 Able to find the relation between two codings. 
Advantages:
1. More suited for evaluating field supervision data
2. Provides recommendations and actions to improve data quality
Disadvantages:
1. Very costly compared to other data analysis tools
2. Requires a high level of skills to use RDQA

NVivo:
For qualitative and mixed-methods studies, researchers often turn to NVivo. In particular, it is
utilized to analyze various forms of unstructured text, audio, video, and image data, such as
those gathered from interviews, focus groups, surveys, social media, and scholarly papers.

Features: 
 Analyze and organize unstructured text, audio, video, or image data.
 A playback facility is available for audio and video files so that even interviews can
be transcribed in NVivo. 
 Capture social media data from platforms like Facebook and Twitter using the
NCapture browser plug-in. 
 Import citations from multiple bibliographic management software, which is very
useful for literature reviews. 
 Text analysis in English, French, German, Spanish, Portuguese, Japanese, and
Simplified Chinese.

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Advantages:

1. NVivo integration allows importing of Microsoft Word, Excel and outlook

files
2. NVivo is easy lo learn as there are helpful tutorials that can walk the new user
through the process
Disadvantages:

1. Coding stripes are written vertically in NVivo. So it isn't easy to review codes while
coding
2. Difficult to create word clouds and node maps
3. Expensive training, and mostly limited to countries like the U.S.A., E.U. only

Dedoose:

A cloud-based research application for analyzing qualitative and mixed methods research
with text, photos, audio, videos, spreadsheet data and more.

Dedoose has a wide variety of users like Evaluators, Market researchers, Psychologists,
Health researchers, Social scientists, Policy researchers etc.

Features:

 Assignment management
 Activity tracking
 Collaboration tools
 File sharing
 Reporting and statistics
 Tagging

Advantages:

1. User friendly
2. Team oriented
Disadvantages:

1. Laborious Excepting process

2. Expensive in the long run