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CONSUMER

RESEARCH

Session 4

Dated 04.09.2008

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DefinitionofSearchMotivated activation of knowledge

stored in the memory

OR

Acquisition of information from the

environment

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The RoleofResearch

Describes the process and tool to study the

consumer behavior

Positivist seek cause of behavior generalises

Interpretivists qualitative research

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NeedrecognitionThe future of any product depends on

whether consumers perceive them as

fulfilling consumption needs.

Activation and recognition of needs

Decision making process

Leads to final stages of purchase

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Need Recognition

State of AffairsActual Stage

Desired state

Discrepancy

If discrepancy meets or exceeds the level

Need is recognised

If discrepancy is below a certain level Need is

not there

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Factors Influencingthe

StateTime

Product acquisition

Product Consumption

Marketing Influence

Individual DifferencesActual State Types

Desired State Types

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Internal Search

A memory scan for decision relevant

knowledge stored in the long term

memory

External Search

Information search from the environment Pre-purchase search

Ongoing search

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Internal Search

Insufficient

External search

Aspects Changes in features

Changes in prices Arrival of new brands

Place Stored

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Factors Influencing

SearchSituational

Product Category

Retail

Consumer

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ConsumerSituationCharacteristics of a Consumer Situation

Physical surroundings

Social surroundings

Time

Task

Antecedent States

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ConsumerSituationTypes of Consumer situation

Communication

Purchase

Usage

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ConsumerSituationSegmentation

Markets can be segmented according to

variety of usage situations

Apparel market

Shoe Market

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Product Category

Products Brands

Low Priced High Priced

Mass Usage Specific Usage

Quantity of Usage

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RetailInter Retail comparison

Intra Retail Comparison

Factor

Distance

Confidence Brands

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ConsumerInvolvement

Knowledge

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InformationProcessing

Definition

Information processing refers to the

process by which a stimulus is received

interpretedstored in memoryand

later retrieved

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Exposure

Attention

Comprehension

Acceptance

Retention

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Exposure Stimulusgiven bya

marketershouldactivateoneor

moreofthefivesensesoftheconsumer

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Attention theallocationof

processingcapabilitytothe

incomingstimuli

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Comprehension the interpretation of the

stimuli

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Acceptance degreeto which

thestimuliinfluencesthe

personsknowledge/attitude

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Retention Wheninterpreted

stimuliistransferredtolong

termmemory

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MARKET

SEGMENTATION

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CustomerRoleUser Neither payer nor buyer

User Payer but not buyer (P)

User Buyer but not payer (I)

User Buyer and payer

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Role SpecializationLack of expertise

Lack of time

Lack of buying power

Lack of access

Lack of affordability

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Segmentation BaseGeographic Segmentation

Region

City Size Density of Area

Climate

Demographic Segmentation

Age / Sex / Marital Status /

Income / Occupation

Education

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Psychological

SegmentationNeed Motivation

Shelter

Safety / Security

Affection

Esteem / Ego

Sense of self worth

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Psychological

SegmentationPersonality

Extroverts

Introverts

Novelty seekers

Aggressive

Low dogmatic

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Psychological

SegmentationPerception

Low Risk

Moderate Risk

High Risk

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Psychological

SegmentationLearning involvement

Low involvement

High Involvement

Attitudes

Positive attitude

Negative attitude

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P

sychographicLife style Segmentation

Economy minded

Couch potatoes

Outside enthusiasts

Status seekers

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Hypothetical

psychographics profilePrepares food for the child

Gets the house ready for the day

Serves food to the husband

Gets herself ready for the office

T

ravels in public transportSpends the day in office

Tutors the child

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Sociocultural

SegmentationCultures

Religion

Subcultures (race / ethics)

Social class Lower / Middle / Upper

Family life cycle Bachelors / Young married / Full nesters

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Use Related

SegmentationUsage rate / level

Heavy Users

Medium Users

Light Users

Non Users

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Use Related

SegmentationAwareness status / level

Unaware

Aware Interests

Enthusiasts

Brand loyalty [ degree of ]

Strong

Some

None

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Usesituation

SegmentationTime

Leisure

Work

Rush

Morning

Night

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Usesituation

SegmentationObjective Personal

Gift

Snack

Fun

Achievement

Location Home

Work

Instore

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Usesituation

SegmentationPerson

Self

Family members

Friends

Boss

Peer

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Benefit Segmentation

Convenience

Social acceptance

Long lasting

Economy

Value for money

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Hybrid Segmentation

Demographic / Psychographic

Geo Demographic