This document summarizes parts of a consumer survey conducted online. It discusses using conjoint analysis to understand how consumers value different product attributes. Respondents were asked questions about shopping habits, resources used to discover products, what's important when shopping in stores, and checkout preferences. Later sections addressed brand association, recognition of product packaging, and effectiveness of television ads. The goal of marketing research is to understand how changes to marketing mix elements impact consumer behavior.

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Consumer Behaviour
What do consumers think?

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Consumer Behaviour
• The following screen shots are from an
actual consumer survey conducted online.
• After a number of demographic questions,
the survey turns to conjoint analysis,
where the consumer is asked to select the
most and least important item from a
short list.

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Conjoint Analysis
• Conjoint analysis is a statistical technique
used in market research to analyse how
consumers value different attributes that
make up a product or service.
• In the following slides, the answer are the
instructor’s answers.

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Shopping Habits
• In the first set of conjoint analysis pairs,
the consumer is being asked how they
discover which products to buy at the
supermarket.

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Resources of Discovery
• At the end of the conjoint analysis pairs,
the consumer is asked which resources
they regularly use to discover products at
the supermarket.

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More conjoint analysis
• In the next section, the consumer is asked
about what is important to them when
actually shopping in the store.

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Summarising
• At the end of this section, the consumer is
asked to select all the resources used to
help when in the store shopping.

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Check out
• In the final section of conjoint analysis, the
consumer is asked for what they feel is
important to them at the checkout and
when completing their purchase.

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Which part of the shopping
experience is important?
• In the next phase, the consumer is asked
to rank which of the four parts of the
shopping experience is important to them.

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Likert Scales
• In the next phase, the consumers are
asked to select on a Likert Scale how the
shopping experience was for them.

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Brand Association
• In this new survey, consumers are asked
about their “feelings” for particular chewing
gum brands.
• This is brand association research, where
consumers reveal what they associate
with the brand.

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Recognition
• Using a representation of the packaging of
certain products, consumers are asked
which ones they recognise.

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Market Effectiveness
• In the following parts, the consumers are
asked if they have seen a particular TV
advert.
• The data gathered here will help
marketing professionals build models and
measure the results to determine the
effectiveness of particular TV adverts.

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Surveys in Market Research
• Questionnaires such as the ones above
serve to collect quantitative data for
market researchers.
• The consumers are also asked many
demographic questions, so the data can
be analysed according to segments and
target markets.

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The Goal of Marketing Research
To identify and assess how changing
elements of the marketing mix impacts
consumer behaviour.

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The end