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Consumer Behaviour

What do consumers think?

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Consumer Behaviour

• The following screen shots are from an actual consumer survey conducted online.

• After a number of demographic questions, the survey turns to conjoint analysis, where the consumer is asked to select the most and least important item from a short list.

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Conjoint Analysis

• Conjoint analysis is a statistical technique used in market research to analyse how consumers value different attributes that make up a product or service.

• In the following slides, the answer are the instructor’s answers.

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Shopping Habits

• In the first set of conjoint analysis pairs, the consumer is being asked how they discover which products to buy at the supermarket.

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Resources of Discovery

• At the end of the conjoint analysis pairs, the consumer is asked which resources they regularly use to discover products at the supermarket.

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More conjoint analysis

• In the next section, the consumer is asked about what is important to them when actually shopping in the store.

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Summarising

• At the end of this section, the consumer is asked to select all the resources used to help when in the store shopping.

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Check out

• In the final section of conjoint analysis, the consumer is asked for what they feel is important to them at the checkout and when completing their purchase.

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Which part of the shopping experience is important?

• In the next phase, the consumer is asked to rank which of the four parts of the shopping experience is important to them.

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Likert Scales

• In the next phase, the consumers are asked to select on a Likert Scale how the shopping experience was for them.

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Brand Association

• In this new survey, consumers are asked about their “feelings” for particular chewing gum brands.

• This is brand association research, where consumers reveal what they associate with the brand.

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Recognition

• Using a representation of the packaging of certain products, consumers are asked which ones they recognise.

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Market Effectiveness

• In the following parts, the consumers are asked if they have seen a particular TV advert.

• The data gathered here will help marketing professionals build models and measure the results to determine the effectiveness of particular TV adverts.

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Surveys in Market Research

• Questionnaires such as the ones above serve to collect quantitative data for market researchers.

• The consumers are also asked many demographic questions, so the data can be analysed according to segments and target markets.

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The Goal of Marketing Research

To identify and assess how changing elements of the marketing mix impacts consumer behaviour.

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The end