Ch 2- Consumer Research

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Consumer Behavior by Shiffman & Kanuk
Ch 2- Consumer Research

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  • Ch 2- Consumer Research

    1. 1. 2-1Chapter 2Consumer Behavior,Consumer Behavior,Eighth EditionEighth EditionSCHIFFMAN & KANUKConsumer Research
    2. 2. 2-2Consumerbehavior
    3. 3. 2-3Today’s Topics
    4. 4. 2-4Marketing Research (cont..)Consumer Market-understandingthe consumer
    5. 5. 2-5ResearchInstruments
    6. 6. 2-6– Questionnaires• Include open-ended and closed-endedquestions• Phrasing and question order are key– Mechanical instrument
    7. 7. 2-7Contact Methods
    8. 8. 2-8 Mail questionnaires Telephonic Interview Personal interview Group interview…Focus group interview Online Research
    9. 9. 2-9Step-3Implementingthe ResearchPlan
    10. 10. 2-10Collecting the Data
    11. 11. 2-11Analyzing the Data
    12. 12. 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.
    13. 13. 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?
    14. 14. 2-14Step-4Interpretation andReportingof Findings
    15. 15. 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.
    16. 16. 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
    17. 17. 2-17Consumer Market
    18. 18. 2-18All individuals and householdswho buy or acquire goods andservices forpersonal consumption
    19. 19. 2-19Firm needs to know– Who buys?– How they buy?– When and where they buy??– Why they buy?– How they respond to marketing stimuli?
    20. 20. 2-20Why do you thinkmarketers know thesethings?
    21. 21. 2-21?
    22. 22. 2-22What is ConsumerBehavior about?
    23. 23. 2-23 How, why, where and whenconsumers makepurchase decisions? Considers who influences thedecisions?
    24. 24. 2-24 How are purchases made? What information is needed for thosedecisions? What factors affect these decisions?
    25. 25. 2-25Why is itImportant?
    26. 26. 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!
    27. 27. 2-27Customer vs. ConsumerBehavior
    28. 28. 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.
    29. 29. 2-29Consumer BehaviorDefined
    30. 30. 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).
    31. 31. 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).
    32. 32. 2-32 Examines mental and emotionalprocesses in addition to the physicalactivities (Wilkie 1990).
    33. 33. 2-33Because they study consumerbehavior (CB)
    34. 34. 2-34 Actions in Purchasing and Using Products Including Behavior and Thought ProcessesConsumer BehaviorDeals With …
    35. 35. 2-35The buying behavior of finalconsumers-individuals andhouseholds who buy goods andservices for personal consumption.
    36. 36. 2-36MarketingApplications
    37. 37. 2-37 Positioning Segmentation Product development Market development International marketing
    38. 38. 2-38Consumer SpendingPatterns
    39. 39. 2-39 Disposable income Discretionary income Family life cycle: Young Teens Empty nesters Senior citizens
    40. 40. 2-40Model of ConsumerBehavior“Stimulus-Response”
    41. 41. 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
    42. 42. 2-42MarketingstimuliProductPricePlacePromotionOtherstimuliEconomicTechnologicalPoliticalCulturalBuyer’s decisionsProduct choiceBrand choiceDealer choicePurchase timingPurchase amountBuyer’scharacteristicsCulturalSocialPersonalPsychologicalBuyer’s decisionprocessProblem recognitionInformation searchEvaluationDecisionPost-purchasebehavior
    43. 43. 2-43Stimulus Response Model–Marketing and other stimuli enter thebuyer’s “black box” and produce certainchoice/purchase responses.
    44. 44. 2-44–Marketers must figure out what is insideof the buyer’s “black box” and howstimuli are changed to responses.
    45. 45. 2-45Enough fortoday. . .

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