Consumer behavior research prateek godara

323 views
229 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
323
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
14
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Consumer behavior research prateek godara

  1. 1. Consumer BehaviorResearch Presented by: Prateek Godara
  2. 2. Definition of ConsumerBehavior Individuals or groups acquiring, using and disposing of products, services, ideas, or experiences Includes search for information and actual purchase Includes an understanding of consumer thoughts, feelings, and actions
  3. 3. Consumer ResearchThe systematic and objective process of gathering, recording, and analyzing data for aid in understanding and predicting consumer thoughts, feelings, and behaviors.In a global environment, research has become truly international.
  4. 4. Important Factors inConsumer Research Speed The Internet Globalization
  5. 5. Types of Consumer Research Basic Research  To expand knowledge about consumers in general Applied Research  When a decision must be made about a real-life problem
  6. 6. The Consumer ResearchProcess Defining the Problem and Project Scope The Research Approach The Research Design Data Collection Data Analysis and Interpretation Report
  7. 7. Production Concept Focus on Production View of consumers:  They will buy as long as the product is available and affordable. Focus on production justified:  Demand higher than supply  Non-competitive product cost
  8. 8. Selling Concept Focus on selling View of consumers:  We have to sell to them or else they won’t buy. Focus on selling justified:  Introductory stages of product life cycle
  9. 9. Marketing Concept Focus on marketing  Creating mutually rewarding exchange relationships  Consumer needs and wants have priority View of consumers:  They will buy if you fulfill their needs better than the competition.
  10. 10. Market Research:Research Designs Exploratory Research (Formulative) Descriptive Research (Statistical) Causal Research
  11. 11. Market Segmentation Bases Demographic Geographic Benefit Usage Lifestyle
  12. 12. Thank u

×