Research and consumer behaviour
Download
1 / 18

Research and consumer behaviour - PowerPoint PPT Presentation


  • 247 Views
  • Updated On :
  • Presentation posted in: Shopping

Research and consumer behaviour. Managers should have a concept of the market in their mind, but must treat the market pragmatically A prime example of being pragmatic is using research information Research information is a real marketing asset, it is rare, tacit and proprietary.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha

Download Presentation

Research and consumer behaviour

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Research and consumer behaviour

  • Managers should have a concept of the market in their mind, but must treat the market pragmatically

  • A prime example of being pragmatic is using research information

  • Research information is a real marketing asset, it is rare, tacit and proprietary

Marketing Management


The nature of research information

  • It is rare, research is costly and to find the right information is hard

  • You can have a good overall view about the market, then it is often proprietary

  • Research is often tacit, only insiders understand the true nature of information

  • Example: trial intents in different categories

Marketing Management


The role of research

  • Scan for opportunities and threats (new segments, competitors, legislation)

  • Risk assessment of future marketing programs (scenarios, new uses)

  • Monitoring current programs (testing response variables, such as advertising level, price sensitivity etc.)

Marketing Management


Research examples

  • Fisher-Price did experimentation with children of risk assessment

  • Biopure researched vets about their behavior and potential reaction to price

  • P&G resarched new product usage, advertising effectiveness etc.

Marketing Management


Problem definition

THE RESEARCH PROCESS

Information needs

Research objectives

Study Type

Test Instrument

Analysis Plan

Data Collection

Analysis

Conclusions

Reporting

Marketing Management


The good research is,...

  • Well defined, which is half a solution,

  • Measurable,

  • Reliable,

  • Valid,

  • Relevant

Marketing Management


Research methodology

  • Each research problem might require a specific method, however there are universals:

  • Most managers will start with reviewing secondary data

  • Secondary data have been collected before for and not for a specific purpose

Marketing Management


SECONDARY DATA SOURCES

PRIMARY DATA SOURCES

Qualitative Research

Experiments

Surveys

Observations

Marketing Management


Secondary data sources

  • Internal: past sales, product profitability, sales reports etc.

  • External: public sources, such as statistics, trade journals

  • External: syndicated data, such as industry reports, databases, multi-client research studies

Marketing Management


Primary research

  • DESIGNED FOR YOUR PURPOSES

  • Different methods surving different purposes:Focus group - ExplorationSurvey - Testing hypothesesObservation - Gaining insightsExperiments - Testing options

Marketing Management


CRUNCH RESEARCH: QUALITATIVE INSIGHTS

Marketing Management


The Crunch Research: Explore the Brand Equity of Crunch

1. Most communication is non-verbal

2. There are deep structures of thought

3. Consumers have mental models

4. Metaphors are central for thoughts

5. Cognition is grounded on sensory experience

6. Thoughts occur as images

Marketing Management


Crunch research: procedure

  • Researchers have called participants to collect a set of pictures about their feelings and thoughts regarding the Crunch Bar

  • Researchers met participants - from the target group - and used different techniques to create dimensions or constructs

  • Constructs had been analyzed and mapped

Marketing Management


CRUNCH CONSTRUCTS

Anticipation (thinking about it, dreaming about it)

Availability (easy, quick eat at any time)

Consumer loyalty (they can count on me)

Dependable Quality (it won ’t change, always feels good in mouth)

Eating Occasions (to beach, at camp, holidays, in front of fireplace)

Emotional comfort (feel safe, like home, relaxed, reassured)

Energetic/lethargic (makes me hyper, do more, full of life)

Enjoyment (feel good/bad, happy, nervous, pleasure)

Escape (private moment, secret pleasure, solitude, stop time)

Evokes memories (nostalgic, feels like home)

Marketing Management


Familiarity (familiar, unchanged, classic, old-fashioned)

Giving/Receiving (sharing, romance, expression of love, unchantment, close relationships, mysterious, romantic ingredients)

Image of the Company (Swiss, infant formula use, pesticide)

Image of the Product (All American, not sophisticated, naive, less grown up, grow out of it, simple, basic, freedom, classy)

Indulgence (gift, treat, crave, want eat more, guilt, conscience, eat too many, sweet tooth, restrict self, attention getting)

Product Attributes (smoothness, crunchy, richness, creamy, chocolate, warm, natural ingredients, sugary, sweetness)

Taste (good, delicious, not overwhelming, appealing)

Unique Product (stays with you, different)

Marketing Management


Nestlé consensus map

Antici

pation

Taste

Enjoyment

Product

attributes

Emotional

comfort

Indulgence

Product

image

Giving

receiving

Evokes

memories

Eating

occasions

Familiarity

Energetic

Quality

Marketing Management


Insights and limitations

  • Some other paths had been identified, not resulting in emotional comfort. Some constructs, such as loyalty were not related.

  • Through the research Nestlé managers had been able to gain additional knowledge about how customers perceive the brand.

  • The research had a limited sample size and was not compared with other evidence

Marketing Management


RegardingYOUR research project

  • Define subject

  • The objective: demonstrate how marketing works

  • Collect secondary data

  • Use primary data collection to support your findings and observations

  • Select research technique

Marketing Management


ad
  • Login