File Name: consumer behaviour and marketing research notes .zip
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Published in: Marketing. Full Name Comment goes here. Are you sure you want to Yes No. Saurav Kd. Monika Shandilya. Show More. No Downloads. Views Total views. Actions Shares. No notes for slide. Market Research 4. Consumers Focus upon consumers needs and aspirations 5. Leon G. It is the body of knowledge which studies various aspects of purchase and consumption of products and services by individuals with various social and psychological variables at play.
The behaviour that the consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs.
The study of consumer behaviour involves search, evaluation, purchase, consumption and post purchase behaviour of the consumers and includes the disposal of purchased products keeping environment and personal characteristics in mind. Cultural Factors II. Social Factors III. Personal Factors IV. Psychological Factors 1. Culture 1. Referece group 1. Age and way of life 1. Motivation 2.
Sub-Culture 2. Family 2. Perception 3. Social class 3. Role and Status 3. Lifestyle 3. Learning 4. Personality and self- concept 4. Beliefs and Attitudes Culture is a social phenomena In Japan, inviting someone home is not a local customs.
It is preferable to do outing with friends or colleagues in restaurant. How Mcdonalds adopted to different cultures? Social roles and Status Whether it is a membership group or a non- membership group. There is far less chance that you are going to buy it when you will grow up that someone who drinks Coke since childhood. No Category Purchase of Products 1. Husband is dominant Automobiles, TV, Personal computers 2.
Children are Dominant Tours, travels etc. This changes his consumer behaviour. All these roles of Mr X will influence his buying behaviour. When we buys for his family, he buys as a husband or a son or a father. But, when he buys for the company he buys as the CEO Personality and self-concept The Bachelor stage: Young, single person under 35 years. Newly Married: Young couples with no children. Full nest I: Young married couples with youngest child under 6 years.
Full nest II: Young married couple with children from 6 years to 12 years of age. Full nest III: Older married couple with dependent teenage children living at home. Empty nest I: Older married couples with no children living with them. Empty nest II: Older married couples with no children living with them and retired. Solitary survivor I: Older single person with low income and increasing medical needs.
It is the product of the interaction of psychological and physiological characteristics of the individual and results in constant behaviors. And therefore also his shopping behavior and purchasing habits as consumer. The perception of a situation at a given time may decide if and how the person will act. The type of information or stimuli to which an individual is more sensitive depends on the person. Selective Attention: The individual focuses only on a few details to which he is subjected.
Selective Distortion: In many situations, two people are not going to interpret an information or a stimulus in the same way. Each individual interprets situations in a way consistent to their beliefs and values.
Selective Retention: Individuals store and retain from a given situation. When we act, we learn. Through the experience he acquires, his learning and his external influences family, friends, etc..
ID: instinct, needs, desires and impulse that demands immediate fulfillment. It is moralistic and is learned from parents, family, friends, teachers. It is the moral- science and the conscience of human personality 3. EGO: It is the planner, the thinker and the executer of personality based on acceptance or not.
It balances ID and Super-Ego There are outputs beginning with attention to a given stimulus and ending with purchase. In between the inputs and the outputs there are variables affecting perception and learning. Inputs comes from marketer furnishes physical brand characteristics significative stimuli and verbal or visual product characteristics symbolic stimuli. Inputs comes from Impersonal sources like mass media communication and advertising and personal sources like sales and service personnel.
Perceptual and Learning Constructs: The central part of the model deals with the psychological variables involved when the consumer is contemplating a decision. Outputs: The outputs are the results of the perceptual and learning variables and how the consumers will response to these variables attention, brand comprehension, attitudes, and intention.
Exogenous External variables: Exogenous variables are not directly part of the decision- making process. However, some relevant exogenous variables include the importance of the purchase, consumer personality traits, religion, and time pressure.
They can download the links of MBA marketing with the free of cost whenever they want. After finishing the download part they can study the subject for the examination of the important resources. Marketing Research is the process of recording, gathering, analysis of quantitative and qualitative data about issues regarding the marketing services and products. The aim is to assess and identify how changing elements of the marketing mix impacts customer mindset. These four are common types of techniques which include interviews, surveys, groups, and customer observation. And, the table mentioned below gives information about the Course, Year, etc. So, Master Degree candidates can go through this table.
Market research is the process of gathering, analyzing, and interpreting information to help a company or individual assess the viability of a product or service and make sound business decisions. It is of immense importance to entrepreneurs and startup companies to evaluate the feasibility of a business before committing further resources to the venture. In their enthusiasm, many entrepreneurs and startups make the mistake of diving into the market without first conducting thorough market research, thinking that they know what the market wants. This can cause a business to make costly mistakes and is often a recipe for failure. The starting point for any market research endeavor is to gather data on the relevant market sector.
Organizations of all sizes acknowledge the importance of consumer research. Multinational companies use advanced analytics and conduct large-scale studies to better understand their target market. Small and medium-sized businesses can gain valuable insights from surveys, questionnaires and focus groups. They may also leverage existing data, such as industry reports, to define and reach their audiences. Consumer behavior is constantly changing in response to digitization, market trends, social factors, psychological factors and more.
Marketing Research is the systematic gathering, recording and analysing of data about problems connected with the market place, i. Marketing Research is defined as the scientific and controlled process of gathering of non-routine marketing information helping management to solve marketing problems. Marketing Research is concerned with all those factors which have a direct impact upon the marketing of products and services.
Launching a product? Testing an ad campaign? Market research surveys help you get better answers. They can be used to access key demographic information, and then you can find out just about anything—from what customers like about your brand to what kind of product your market needs. Pursuing market research is ultimately well worth the effort.
Consumer research plays a very important aspect, especially when a company decides to launch a new product into the market. Companies conduct market research to better understand the consumers, their needs and their satisfaction level. After conducting various surveys and focus groups, companies analyze the consumer data and then make recommendations based on the results.
In the fields of economics, marketing and advertising, a consumer is generally defined as the one who pays to consume the goods and services produced by a seller i. A consumer can be a person or group of people , generally categorized as an end user or target demographic for a product, good, or service. Any product, good, or service that is developed must have a target market in mind, in order to be effectively marketed and sold.
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For free study notes log on: hampdenlodgethame.org Biyani's Think Tank. Concept based notes. Consumer Behavior and. Marketing Research. MBA-IV. Miss Prity.Reply
Market Basket Units of Food Units of ClothingTo explain the theory of consumer behavior, we will ask whether consumers prefer one market basket to another.Reply
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