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    Consumer Behavior Key Concepts and Relevant Research Techniques

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    Norhan Ayman
    This document provides an overview of key concepts in consumer behavior and relevant research techniques. It discusses: 1) Defining consumer behavior and the different actors involved in the consumption process. 2) Exploring the stages of the consumer behavior process from pre-purchase to post-purchase. 3) Identifying different research methods like surveys, experiments, and focus groups that can provide insights into consumer needs, attitudes, and decision making.

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    Consumer Behavior Key Concepts and Relevant Research Techniques

    Uploaded by

    Norhan Ayman
    34 views24 pages
    This document provides an overview of key concepts in consumer behavior and relevant research techniques. It discusses: 1) Defining consumer behavior and the different actors involved in the consumption process. 2) Exploring the stages of the consumer behavior process from pre-purchase to post-purchase. 3) Identifying different research methods like surveys, experiments, and focus groups that can provide insights into consumer needs, attitudes, and decision making.

    Original Title

    CB - Session 1

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    This document provides an overview of key concepts in consumer behavior and relevant research techniques. It discusses: 1) Defining consumer behavior and the different actors involved in the consumption process. 2) Exploring the stages of the consumer behavior process from pre-purchase to post-purchase. 3) Identifying different research methods like surveys, experiments, and focus groups that can provide insights into consumer needs, attitudes, and decision making.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    34 views24 pages

    Consumer Behavior Key Concepts and Relevant Research Techniques

    Uploaded by

    Norhan Ayman
    This document provides an overview of key concepts in consumer behavior and relevant research techniques. It discusses: 1) Defining consumer behavior and the different actors involved in the consumption process. 2) Exploring the stages of the consumer behavior process from pre-purchase to post-purchase. 3) Identifying different research methods like surveys, experiments, and focus groups that can provide insights into consumer needs, attitudes, and decision making.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 24

    Consumer Behavior key concepts and relevant

    Research Techniques

    Session 1

    It is not the employer who pays the wages. Employers only handle the money. It is the customer
    who pays the wages. Henry Ford
    By the end of the session participants will be able to :

    1 Define Consumer behavior and the buying units involved in the process.

    2 Explore the Consumer behavior Process

    3 § Identify the need to understand needs and wants of different segments

    4 § Identify relevant research techniques and technologies for measuring consumer


    behavior
    Consumer behavior is a Process

    Consuming

    Obtaining Disposing
    Stages In Consumption Process

    Pre-Purchase

    Purchase

    Post-Purchase
    Consumer’s Marketer’s
    Perspective perspective
    Some issues that arise during
    stages in the consumption
    process

    How does consumer decides that How are consumer attitudes towards
    Pre-Purchase issues he/she needs a product? product formed / changed?

    How do situational factors as time


    Purchase issues pressure / store layout affect
    Is acquiring product pleasant /
    stressful experience? consumer decision?

    Post-Purchase What determines whether consumer


    Does the product provide pleasure or
    perform intended function? will be satisfied with the product ?
    Whether he/she will buy it again?
    And how product is eventually
    disposed? And tell others about the experience
    Evolution of Consumer Behavior

    Sales Orientation Consumer Orientation

    Manufacturing Orientation. Marketing Orientation.

    Consumers’ Increasing Influence


    Consumer Behavior involves many different Actors

    Initiator Buyer

    Influencer User

    Decider
    Consumers’ Impact
    on Segmenting Markets
    Marketing Strategy “to whom we are marketing?”

    Demographics Geographic
    (Purchaser vs. user) (Country differences)

    Behavioral
    Psychographic
    (Benefit Desired, Brand
    (Self-concept, personality)
    Loyalty)
    Consumers’ Impact
    on
    Marketing Strategy

    Positioning Products

    Developing Appropriate Marketing Mix


    Consumers’ Impact
    on Relationship Marketing
    Marketing Strategy

    long-term, human side of


    buyer-seller interactions

    Database Marketing

    Tracking consumers’ buying


    habits very closely, and then
    crafting products and messages
    tailored precisely to people’s
    wants and needs based on this
    information
    Do marketers create artificial needs?.

    DO MARKETERS MANIPULATE
    CONSUMERS?
    The Wheel of
    Consumer
    Behavior Internal
    Social and
    Group
    Forces
    influence

    Consumers in
    the Marketplace

    Consumers as Decision
    makers
    Research is what I'm doing when I don't know what I'm doing." - Werner von
    Braun
    Marketing Research

    The function that links the consumer , the customer , and the public to the marketer
    through information

    Used to identify Monitor marketing performance


    and define market
    opportunities and Improve understanding of
    problems marketing as a process
    P&G, on using data and insight to win business
    Importance Of Marketing Research:

    ?
    Gain better Identify Discover
    Understanding target Customer
    of customers
    Markets need
    Marketing Research Process

    1 2 3 4 5 6

    Research Approach Fieldwork &Data Report Preparation


    and data sources Collection & Presentation

    Define Research
    Design Research Data Analysis
    Problem
    Qualitative & quantitative research approaches

    Qualitative Research Quantitative Research


    - usually involves small samples of - Collects data that are amenable
    subjects and produces to statistical analysis, usually from
    information that is not easily large enough samples
    quantifiable. - The principal benefit of
    - may yield deeper insights into quantitative research lies in its
    consumer behavior than are measurement of a population’s
    available from quantitative attitudes toward or likely
    research response to products or
    marketing programs
    - is often conducted first and used
    to guide subsequent quantitative - Greater confidence can be
    research placed in quantitative studies,
    when conducted properly, using
    appropriate sampling.
    Consumer Research: Methods of Studying Consumer Behavior

    surveys and Focus Group Experimentation


    Observation
    interviews

    Attempts to
    understand
    Efficient a group cause-and-
    Observing method for discussion led effect
    consumer gathering by a moderator relationships by
    behaviors in information skilled in carefully
    different from a large persuading manipulating
    situations such sample of consumers to independent
    as natural or consumers by thoroughly variables to
    artificial settings asking questions discuss a topic determine how
    and recording of interest these changes
    responses affect
    dependent
    variables
    Exit Slip

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