1. Consumer Behavior
Research
Presented by: Prateek Godara

2. Definition of Consumer
Behavior
 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. Consumer Research
The 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. Important Factors in
Consumer Research
 Speed
 The Internet
 Globalization

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. The Consumer Research
Process
 Defining the Problem and Project
Scope
 The Research Approach
 The Research Design
 Data Collection
 Data Analysis and Interpretation
 Report

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. 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. 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. Market Research:
Research Designs
 Exploratory Research (Formulative)
 Descriptive Research (Statistical)
 Causal Research

11. Market Segmentation Bases
 Demographic
 Geographic
 Benefit
 Usage
 Lifestyle

12. Thank u