consumer research

1. Unit 2
Consumer Research

2. Introduction
Consumer research has emerged as an extension and an integral part of
marketing research. It is the set of methods used to identify the needs
and then develop products and services to satisfy those needs. The
focus of consumer research is exclusively on exploring consumer
behaviour. In the beginning, consumer research was used to help
marketers to predict the consumer reactions to marketer’s promotional
messages and to understand why consumers made purchase decisions
which they did. Marketers were reasonably convinced that if they
could know everything about consumer decision process, they would
be in a position to design marketing strategies and promotional
campaigns that would influence the consumers in such a manner that
they would buy the company’s products or services

3. Paradigms:Consumer research
• Consumer research, sometimes known as market research, is the
investigation into the driving forces behind customer behavior,
consumer psychology and purchase patterns.
• Consumer research falls under marketing activities, as well as in
higher education under business psychology or sociology.
• Consumer research is focused on obtaining objective information
through statistical sampling to help businesses craft products and
advertising that increase sales and profitability.

4. Paradigms: Qualitative and
Quantitative Research
Qualitative Research:
Exploratory research focused on understanding consumer
motivations, feelings, beliefs, and attitudes. It seeks in-
depth insights and rich descriptions rather than numerical
data. Answers "why" and "how" questions.
Initial research conducted to clarify the nature of a problem
or opportunity. Qualitative research is often used for this
purpose.

5. Qualitative Research Methods
•In-depth Interviews: One-on-one conversations with consumers to
explore their experiences, opinions, and motivations in detail.
•Focus Groups: Small group discussions led by a moderator to gather
insights, attitudes, and perceptions about a product, service, or brand.
•Observation: Observing consumers in natural settings (e.g., stores,
homes) to understand their behaviors and interactions with products or
services.
•Ethnographic Research: Immersive studies where researchers spend
extended periods in a consumer's environment to understand their
culture, social context, and how it influences their consumption
behavior.
•Diary Studies/Journaling: Consumers record their experiences,
thoughts, and feelings related to a product or service over a period.
Provides longitudinal data and rich contextual information.
•Online Communities: Utilizing online platforms for discussions,
feedback, and insights from a group of consumers with shared interests
or experiences.

6. Quantitative Research
Research focused on collecting and analyzing numerical
data to identify patterns, trends, and relationships in
consumer behavior. It aims to measure and quantify
consumer responses. Answers "how many" and "how
much" questions.
Research designed to describe the characteristics of a
group or phenomenon. Quantitative research, such as
surveys, is often used for this.

7. Quantitative Research Methods
Surveys: Collecting data from a large sample of consumers through
structured questionnaires
Experiments: Manipulating one or more variables (independent
variables) to determine their effect on consumer responses (dependent
variables) under controlled condition.
Physiological Measures: Using technology to measure consumers'
physical responses (e.g., eye tracking, heart rate, skin conductance) to
stimuli, providing insights into attention, emotion, and engagement.
Scanner Data: Analyzing sales data collected at the point of purchase to
understand consumer buying patterns, market share, and the impact of
marketing activities.
Panel Data: Collecting data from the same group of consumers over time
to track changes in their attitudes, behaviors, and purchasing patterns.

16. Consumer Ethics
Consumer ethics refers to the principles, values,
and moral considerations that guide individuals in
their roles as consumers. It involves making
ethical choices and decisions when engaging in
various consumer activities, such as purchasing
goods and services, using resources, and
participating in the marketplace. Consumer ethics
encompasses a range of considerations, including
fairness, honesty, responsibility, and sustainability.

17. Key principals of Consumer Ethics
•Honesty and fairness: This means being truthful
in your dealings with businesses, avoiding
deceptive practices like price gouging or bait-and-
switch tactics.
•Environmental responsibility: This means
considering the environmental impact of your
purchases and choosing products that are made
sustainably and ethically. For example, buying
locally-sourced produce or products made from
recycled materials.

19. Cont.
Social justice: This means being aware of
the social and labor conditions under which
products are made and choosing to avoid
products that are linked to human rights
abuses or unfair labor practices. For
example, avoiding clothes made in
sweatshops.

20. Cont.
Consumer activism: This means using your
voice as a consumer to advocate for change.
This can be done by contacting companies
directly, supporting ethical businesses, or
participating in boycotts or protests.
Animal welfare: This means considering the
welfare of animals when making purchasing
decisions. For example, choosing cruelty-free
products or products that are certified by
organizations like the ASPCA.

21. Question Assignment
1. Compare and contrast between qualitative
and quantitative techniques of research
design. Which one do you think is most
important Methodology ?
2. Ethics is often misunderstood and
generates controversies." Discuss