Consumer behaviour
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1 Consumer Behaviour What do consumers think?
Transcript of Consumer behaviour
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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
