CONSUMER BEHAVIOUR

Market Segmentation and Targeting

 CONSUMER
RESEARCH PROCESS
 Enables Marketers to:
◘predict how consumers
will react
◘in the marketplace
◘to promotional messages
◘to understand why they
make the purchase
decisions they make
 Marketers utilize CR

◘ to design marketing strategies

◘ develop promotional messages
◘ … I.e. to influence consumers more
effectively
◘Kinds
◘ quantitative vs. qualitative
◘ customer vs. marketing
 Quantitative Research
 Descriptive in nature
 Need to understand effects of various
promotional inputs on consumer
 Predict consumer behavior
Positivism: research approach
 Experiments, survey techniques, observation
 Findings descriptive, empirical
 Generalized to large population
 Use sophisticated statistical analysis
 Qualitative Research
Depth interviews, focus groups, projective
techniques
Findings somewhat subjective
not generalized to large populations
highly trained interviewer - analyst
obtain new ideas for promotion campaigns
tested more thoroughly in larger studies
interpretivism: research approach
 Customer Research
 data collection
 strengthen relationship
 sponsor identity known
 involvement is high
 expect corrective action
 as many contacted as possible
 link to specific respondent
 fix problems and correct them
 follow up encouraged
 linked to previously collected info from respondent
 Marketing Research
• data collection only
• request/payment
• involvement is low
• sufficient contacts to achieve statistical
validity
• data collected anonymously
• problems identified
• follow-up considered unethical
THE CONSUMER RESEARCH
PROCESS
1. Developing Research Objectives
◦ May conduct exploratory study

2. Collecting Secondary Data

◦ Data originally generated for some other purpose

◦ Provides clues and direction for design of primary
research
◦ Internal data, publications, commercial data
3. Designing Primary Research
Quantitative
 Observational, experimentation, survey
 Questionnaires, attitude scales

Qualitative
 Depth interviews, focus groups, projective techniques
 Customer satisfaction measurement
 Surveys: semantic differential scales
 Mystery shoppers

4. Analyzing The Data

 Finding solutions

5. Reporting Research Findings

 Applications