Ch 2- Consumer Research
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Ch 2- Consumer Research



Consumer Behavior by Shiffman & Kanuk

Consumer Behavior by Shiffman & Kanuk
Ch 2- Consumer Research



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Ch 2- Consumer Research Ch 2- Consumer Research Presentation Transcript

  • 2-1Chapter 2Consumer Behavior,Consumer Behavior,Eighth EditionEighth EditionSCHIFFMAN & KANUKConsumer Research
  • 2-2Consumerbehavior
  • 2-3Today’s Topics
  • 2-4Marketing Research (cont..)Consumer Market-understandingthe consumer
  • 2-5ResearchInstruments
  • 2-6– Questionnaires• Include open-ended and closed-endedquestions• Phrasing and question order are key– Mechanical instrument
  • 2-7Contact Methods
  • 2-8 Mail questionnaires Telephonic Interview Personal interview Group interview…Focus group interview Online Research
  • 2-9Step-3Implementingthe ResearchPlan
  • 2-10Collecting the Data
  • 2-11Analyzing the Data
  • 2-12 After the data have been collected, the next step in the research process is data analysis. The purpose of data analysis is to interpret and draw conclusions from the data that has been collected.
  • 2-13Is the sample representative?Is the sample representative?Is the data reliable?Is the data reliable?Is the data valid?Is the data valid?KeyIssuesKeyIssuesAre the statistical techniquesappropriate?Are the statistical techniquesappropriate?
  • 2-14Step-4Interpretation andReportingof Findings
  • 2-15 After data analysis is completed, the researcher must prepare the report and communicate the conclusions and recommendations to management. The research will ordinarily be required to present both written and oral reports on the project.
  • 2-16Research Is Useful If: We put thought into it before we do it We do the right kind of research We use judgment in interpreting and using theresults
  • 2-17Consumer Market
  • 2-18All individuals and householdswho buy or acquire goods andservices forpersonal consumption
  • 2-19Firm needs to know– Who buys?– How they buy?– When and where they buy??– Why they buy?– How they respond to marketing stimuli?
  • 2-20Why do you thinkmarketers know thesethings?
  • 2-21?
  • 2-22What is ConsumerBehavior about?
  • 2-23 How, why, where and whenconsumers makepurchase decisions? Considers who influences thedecisions?
  • 2-24 How are purchases made? What information is needed for thosedecisions? What factors affect these decisions?
  • 2-25Why is itImportant?
  • 2-26 Consumers determine the sales and profits ofa firm by their purchase decisions, thus the economicviability of the firm. In late 1990, US consumers were spendingenough dollar bills to stretch from the Earthto the Sun and back, with enough left over for over 600lines to the moon!
  • 2-27Customer vs. ConsumerBehavior
  • 2-28Customer behaviorIncludes both individual consumers who buygoods and services for their own use andorganizational buyers who purchase business products.Consumer behaviorIs the process through which the ultimate buyermakes purchase decisions.
  • 2-29Consumer BehaviorDefined
  • 2-30 The study of the processes involved whenindividuals or groups select, purchase, use,or dispose of products, services, ideas, orexperiences to satisfy needs and desires(Solomon, 1996).
  • 2-31 Those actions directly involved inobtaining, consuming and disposing ofproducts and services, including thedecision processes that precede and followthose actions (Engel et al. 1995).
  • 2-32 Examines mental and emotionalprocesses in addition to the physicalactivities (Wilkie 1990).
  • 2-33Because they study consumerbehavior (CB)
  • 2-34 Actions in Purchasing and Using Products Including Behavior and Thought ProcessesConsumer BehaviorDeals With …
  • 2-35The buying behavior of finalconsumers-individuals andhouseholds who buy goods andservices for personal consumption.
  • 2-36MarketingApplications
  • 2-37 Positioning Segmentation Product development Market development International marketing
  • 2-38Consumer SpendingPatterns
  • 2-39 Disposable income Discretionary income Family life cycle: Young Teens Empty nesters Senior citizens
  • 2-40Model of ConsumerBehavior“Stimulus-Response”
  • 2-41Marketing andOther StimuliMarketing andOther StimuliBuyer’s Black Box”what” & “how”Buyer’s Black Box”what” & “how”Buyer’s ResponseBuyer’s ResponseProductPricePlacePromotionEconomicTechnologicalPoliticalCulturalBuyercharacteristicsaffectingconsumerbehaviorBuyer’s decisionprocessProduct choiceBrand choiceDealer choicePurchase timingPurchasequantity
  • 2-42MarketingstimuliProductPricePlacePromotionOtherstimuliEconomicTechnologicalPoliticalCulturalBuyer’s decisionsProduct choiceBrand choiceDealer choicePurchase timingPurchase amountBuyer’scharacteristicsCulturalSocialPersonalPsychologicalBuyer’s decisionprocessProblem recognitionInformation searchEvaluationDecisionPost-purchasebehavior
  • 2-43Stimulus Response Model–Marketing and other stimuli enter thebuyer’s “black box” and produce certainchoice/purchase responses.
  • 2-44–Marketers must figure out what is insideof the buyer’s “black box” and howstimuli are changed to responses.
  • 2-45Enough fortoday. . .