Consumer Markets and Consumer Buyer Behavior Chapter 5
Consumer Markets and Consumer Buyer Behavior Chapter 5 Lecture 9
Marketing Research Primary Data Collection Copyright © 2016 Pearson Education, Inc. 4 -28
Marketing Research Primary Data Collection Research Approaches Survey research involves gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior. Experimental research involves gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses. Copyright © 2016 Pearson Education, Inc. 4 -30
Marketing Research Primary Data Collection Table 4. 2 | Strengths and Weakness of Contact Methods Mail Telephone Personal Online Flexibility Poor Good Excellent Good Quantity of data that can be collected Good Fair Excellent Good Control of interviewer effects Excellent Fair Poor Fair Control of sample Fair Excellent Good Excellent Speed of data collection Poor Excellent Good Excellent Response rate Poor Good Cost Good Fair Poor Excellent Copyright © 2016 Pearson Education, Inc. 4 -31
Marketing Research Primary Data Collection Focus Group – Personal Contact Method – Six to 10 people – Trained moderator – Challenges • Expensive • Difficult to generalize from small group Copyright © 2016 Pearson Education, Inc. • Consumers not 4 -32
Marketing Research Primary Data Collection Online Contact Methods Advantages • Low cost • Speed • Higher response rates • Good for hard to reach groups Copyright © 2016 Pearson Education, Inc. 4 -33
Marketing Research Primary Data Collection Sampling Plan A sample is a segment of the population selected for marketing research to represent the population as a whole. – Who is to be studied? – How many people should be studied? – How should the people be chosen? Copyright © 2016 Pearson Education, Inc. 4 -34
Marketing Research Primary Data Collection Sampling Plan – Types of Samples Probability Sample Simple random sample Every member of the population has a known and equal chance of selection. Stratified random sample The population is divided into mutually exclusive groups and random samples are drawn from each group. Cluster (area) sample The population is divided into mutually exclusive groups and the researcher draws a sample. Nonprobability Sample Convenience sample The researcher selects the easiest population members. Judgment sample The researcher uses their judgment to select population members. Quota sample The researcher finds and interviews a prescribed number of people in each of several categories. Copyright © 2016 Pearson Education, Inc. 4 -35
Marketing Research Primary Data Collection • • Research Instruments— Questionnaires Most common In person, by phone, or online Flexible Researchers must be careful with wording and ordering of questions – Closed-ended – Open-ended • Useful in exploratory research Copyright © 2016 Pearson Education, Inc. 4 -36
Marketing Research Primary Data Collection Mechanical Research Instruments Checkout scanners Neuro- People meters marketi ng Mechanical devices Copyright © 2016 Pearson Education, Inc. 4 -37
Marketing Research Primary Data Collection Mechanical Research Instruments Checkout scanners Neuro- People meters marketi ng Mechanical devices Copyright © 2016 Pearson Education, Inc. 4 -37
Marketing Research Implementing the Research Plan • Collecting the information • Processing the information • Analyzing the information Interpreting and Reporting Findings • Interpret findings • Draw conclusions • Report to management Copyright © 2016 Pearson Education, Inc. 4 -38
Learning Goals 1. Define the consumer market and construct a model of consumer buyer behavior 2. Name the four factors that influence buyer behavior 3. List and understand the types of buying decision behavior and stages in the process 4. Describe the adoption and diffusion process for new products 14
Definitions • Consumer buyer behavior refers to the buying behavior of final consumers – individuals and households who buy goods and services for personal consumption • All of these final consumers combine to make up the consumer market 15
Model of Buyer Behavior
Characteristics Affecting Consumer Behavior Key Factors n n Cultural Social Personal Psychological – Culture • Forms a person’s wants and behavior – Subculture • Groups with shared value systems – Social Class • Society’s divisions who share values, interests and behaviors 17
Characteristics Affecting Consumer Behavior Key Factors n n Cultural Social Personal Psychological – Groups • Membership • Aspirational • Opinion leaders – Buzz marketing – Family • Many influencers – Roles and status 18
Characteristics Affecting Consumer Behavior Key Factors n n Cultural Social Personal Psychological – – Age and life cycle Occupation Economic situation Lifestyle • Activities, interests and opinions • Lifestyle segmentation – Personality and selfconcept 19
Personal Factors • Family Life Cycle stages throughout which families pass as they mature over time – Stages in family life cycle: 1. bachelor stage 2. newly married couples, no children 3. full nest 1; youngest child under 6 4. full nest 2; youngest child 6 or over 5. full nest 3; older married couples with dependent children 6. empty nest 1; older married couples no children with them 7. empty nest 1; older married couples no children at home; retired 8. solitary survivor, working 9. solitary survivor, retired 20
Personal Factors • Personality ğ a person’s unique characteristics that lead to relatively consistent and lasting responses to his environment • Self-concept ğ the self image or general picture that people have of themselves 21
Personal Factors • Lifestyle a person’s pattern of living as expressed in his activities, interests and opinions – Psychographics ğ technique of measuring lifestyles and developing lifestyle classifications – Major dimensions measured are: • Activities (work, hobbies, social events, entertainment, shopping, sports, vacation) • Interests (family, home, job, recreation, fashion, food, media, achievements) • Opinions (themselves, social issues, politics, business, economics, products, future) 22
Brand Personality Dimensions • Sincerity • Ruggedness n • Excitement • Competence Sophistication 23
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