Types of Marketing Research Consumer Research Consumer Research

Types of Marketing Research Consumer Research

Consumer Research n n Used to determine buying behaviours Results help a marketer to make decisions about the consumer market

Awareness, Attitude, and Usage Studies n n AAU for short Unaided awareness ¡ n How many shoe manufacturers can you think of in 15 seconds? Top-of-mind awareness

Awareness, Attitude, and Usage Studies n Aided Awareness ¡ ¡ ¡ ¡ Nike Reebok New Balance Airwalk British Knights Etnies DC And 1

Awareness, Attitude, and Usage Studies n Attitudes: ¡ ¡ ¡ Which of those shoe brands is the highest quality? Which has the best brand image? Which ones are cutting edge, and which ones are outdated?

Awareness, Attitude, and Usage Studies n Usage: ¡ ¡ n n Heavy Users Medium Users Light Users Non Users Combine with rest of consumer profile Use to determine marketing decisions ¡ ¡ ¡ brand image key messages media channels to target

Consumer Segmentation Analysis n n Groups potential customers into target markets Based on: ¡ ¡ ¡ n demographics geographics psychographics What is the target market for:

Market Dimension Analysis n What influences purchasing decisions for the product’s target market? n Use to develop brand image, slogans. key messages in advertisements

Product Research n Impact of product attributes: ¡ ¡ ¡ ¡ n n colour packaging flavour size texture design sound What do consumers want? Will changing the product be worthwhile?

Media Research n Segment consumers based on preferred media ¡ ¡ ¡ n Print (newspapers, magazines) Web Television Radio Others: transit ads, billboards How many people within the target market will be reached?

Consumer Tracking Devices ? ? ?

Consumer Tracking Devices n n n Sensors on shopping carts, bar code scanners, smart coupons Gather info without consumers’ knowledge Help determine store layout, displays, product placements

Motivation Research n n Psychological research into buying behaviour Motives that influence purchasing decision ¡ ¡ n emotional rational Coffee study

Consumer Satisfaction Studies n n Customer feedback Compare with competition Measure gap between actual and ideal Ongoing research ¡ Longitudal studies

Advertising Research n n n How to convey message most effectively Test ads in focus groups Surveys: day after recall ¡ ¡ n n unaided Sales volume measurements Where did you hear about this product/store?