1. SHRIRAM SCHOOL OF BUSINESS
STUDIES
NAMRATA SAXENA
Professor
Department of
Management
Unit- 1
CONSUMER BEHAVIOUR
2. Introduction To Consumer
Behaviour
Consumer Behavior is the study of how
people make buying decisions. It attempts
to understand how buyers choose, use and
dispose of products and services, as well as
the various stages people go through before
making a purchase.
3. DEFINITION OF CONSUMER
BEHAVIOUR
According to Louden and Bitta,
'consumer behaviour is the
decision process and physical
activity, which individuals engage
in when evaluating, acquiring,
using or disposing of goods and
services'.
4.
5.
6.
7.
8.
9. CONSUMER RESEARCH
PROCESS
Consumer research is subset of
marketing research. It enables
marketers to study and understand
consumer’s needs and wants, and how
they make consumption decisions.
10. TYPES OF CONSUMER
RESEARCH
Quantitative Research:
Descriptive in nature Research methods used in
quantitative research consist of experiments,
survey techniques, observations etc. Findings are
descriptive, empirical and if collected randomly,
can be generalized to larger population.
Statistical analysis could be done on data. Such
research is generally used to understand the
effects of various promotional inputs on
consumer.
11. TYPES OF CONSUMER
RESEARCH
Qualitative Research :
It include in-depth interviews, focus groups,
projective techniques etc. These techniques are
administered by highly trained interviewer or
analysts. Findings are more subjective findings
cannot be generalized to larger populations. Such
research is generally used to obtain ideas for
promotional campaigns and products.
15. New Developments In The Fields
Of Consumer Research
New product research almost certainly will
require a mixture of qualitative and
quantitative research. Qualitative research
is necessary to obtain a deep understanding
of issues such as requirements and unmet
needs. It allows more freedom in
exploration depending on respondents
areas of interest.
16. Why Is Consumer Research Important In
New Product Development
Competitors, especially new ones, are
in touch with the customer base.
Market research puts products,
services and ideas in front of
customers and makes businesses
confront the changes that need to be
made in order to make or keep people
happy. Your brand must adapt in order
to evolve.
