ENTREPRENEURIAL

RESEARCH ON CONSUMER
BUYING BEHAVIOR
 Research – defined as a scientific
investigation. It involves the collection,
presentation, analysis, and interpretation
of gathered data.
 Procedural Steps in Entrepreneurial
Research

1. Identifying the problem

2. Deciding the type of data to be gathered
3. Evaluating how data will be collected
4. Gathering the data
5. Analyzing the data gathered
6. Making a conclusion and recommendation
7. Reporting the result of the research work
 Types of Entrepreneurial Research

1. Exploratory Research – considered as

preliminary research work conducted by
an entrepreneur that is primarily designed
to gather baseline information to be used
in solving a problem or forming a
hypothesis.
• Hypothesis – a statement or assertion that
must be proven in a subsequent research
work. The above assertion must be proven
by the entrepreneur whether it is true or
not.
2. Descriptive Research – is conducted by
the entrepreneur when the foremost
objective is to describe the present buying
behavior of the consumers in terms of
environmental factors, buying decision
process and marketing mix.
3. Casual Research – a correlational study
when the objective is to determine whether
the buying behavior of the consumer is
caused by some environmental factors.
 Research Data – refers to the kind of
necessary information to be gathered in
answering the objective of the research
work relative to the buying behavior of the
consumers.
 Quantitative Data – can be counted and
mathematically computed and expressed
in numerical values

 Qualitative Data – generally descriptive

data and hence cannot be computed.
 Primary Data – sourced by the
entrepreneur directly from the consumers
belonging in the market segment.

 Secondary Data – previously gathered by

another researcher for other purposes and
now exist on other resources.
Research Instrument – a tool used by the
entrepreneur in gathering or collecting
data. The choice of research instrument to
use will depend on type of research to be
conducted and type of data to be
gathered.
 Survey Questionnaire – commonly used
by the entrepreneur in gathering the
required data about the buying behavior of
the consumers and administered
personally or through email.
 Personal Interview – the entrepreneur
conducting the study has face-to-face
interaction with he consumers who are the
respondents of the study.

Interview Schedule – instrument which lists

the questions during the personal
interview.
 Focus Group Discussion – conducted by
an entrepreneur with the assistance of a
moderator to gather the views of selected
consumers on certain issues relative to
their buying behavior.
 Types of Consumer Behavior
 Complex Buying Behavior – where
consumers buy expensive products and
perform all the procedural steps in making
the buying decision.

 Simple Buying Behavior – where

consumers buy goods that are low-priced
and are not particular with the brand.
 Brand-sensitive Buying Behavior – where
consumers buy products because of their
brand and seek to be attached to the brand.

 Price-sensitive Buying Behavior – where

consumers buy expensive goods regardless
of their brands and equate high price with
good quality.