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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