Download VTU (Visvesvaraya Technological University) MBA 3rd Semester (Third Semester) 16MBAMM301-Consumer Behaviour CB Chapter 2 Important Lecture Notes (MBA Study Material Notes)
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Consumer Behaviour
Module 2
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
Four Views of consumer decision making
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
Four Views of consumer decision making
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
Four Views of consumer decision making
Situational Influences
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
Four Views of consumer decision making
Situational Influences
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
Four Views of consumer decision making
Situational Influences
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
Four Views of consumer decision making
Situational Influences
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
Four Views of consumer decision making
Situational Influences
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
Four Views of consumer decision making
Situational Influences
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
Four Views of consumer decision making
Situational Influences
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
Four Views of consumer decision making
Situational Influences
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
Four Views of consumer decision making
Situational Influences
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
Four Views of consumer decision making
Situational Influences
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
Four Views of consumer decision making
Situational Influences
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
Four Views of consumer decision making
Situational Influences
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
Four Views of consumer decision making
Situational Influences
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
Four Views of consumer decision making
Situational Influences
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
Four Views of consumer decision making
Situational Influences
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
Four Views of consumer decision making
Situational Influences
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
Four Views of consumer decision making
Situational Influences
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
Four Views of consumer decision making
Situational Influences
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
Four Views of consumer decision making
Situational Influences
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
Four Views of consumer decision making
Situational Influences
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
Four Views of consumer decision making
Situational Influences
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
Four Views of consumer decision making
Situational Influences
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
Four Views of consumer decision making
Situational Influences
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
Four Views of consumer decision making
Situational Influences
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
Four Views of consumer decision making
Situational Influences
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
Four Views of consumer decision making
Situational Influences
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
Four Views of consumer decision making
Situational Influences
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
Four Views of consumer decision making
Situational Influences
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
Four Views of consumer decision making
Situational Influences
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
Four Views of consumer decision making
Situational Influences
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
Four Views of consumer decision making
Situational Influences
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
Four Views of consumer decision making
Situational Influences
FirstRanker.com - FirstRanker's Choice
Role of Research in understanding
Consumer Behaviour
Module 2
? https:// www.youtube.com/watch?v=R1j0c_vVWvc
Consumer Research
? Primary research
? Secondary Research
Role of Research in CB
? Better consumption Experience
? Potential for Building Customer Relationship
? Determining Consumer Needs
? Identifying the problems
? Minimising losses
? Obtaining Industry Information
Consumer Research Paradigms
1. Qualitative Research
2. Quantitative Research
Quantitative Research
? Quantitative? Research?is? used? to? quantify? the? problem? by? way? of?
generating? numerical? data? or? data? that? can? be? transformed? into?
useable? statistics.? It? is? used? to? quantify? attitudes,? opinions,?
behaviours.
? Quantitative?data?collection?methods?are?much?more?structured?than?
Qualitative?data?collection?methods.?
? Quantitative?data?collection?methods?include?various?forms?of?surveys?
?online? surveys,?paper? surveys,?mobile? surveys? and? kiosk? surveys,?
face-to-face? interviews,?telephone? interviews,? longitudinal? studies,?
website?interceptors,?online?polls,?and?systematic?observations.?
Qualitative Research
? Qualitative? Research?is? primarily? exploratory?research.? It?is?used?to?
gain? an? understanding? of? underlying? reasons,? opinions,? and?
motivations.?It?provides?insights?into?the?problem?or?helps?to?develop?
ideas?or?hypotheses?for?potential?quantitative?research.
? Qualitative?data?collection?methods?vary?using?unstructured?or?semi-
structured?techniques.?
? Some? common? methods? include? focus? groups? (group? discussions),?
individual?interviews,?and?participation/observations.?
? The? sample? size? is? typically? small,? and? respondents? are? selected? to?
fulfill?a?given?quota.
Models of Consumer Behaviour
INPUT
? External Environment
? FIRM?S MARKETING EFFERTS
? Product
? Promotion
? Price
? Channels of distribution
? Socio-cultural Environment
? Family
? Informal sources
? Social classes
? Sub culture and culture
PROCESS
? - CONSUMER DECISION
MAKING
? Need recognition
? Pre-purchase search
? Evaluation of alternatives
? Psychological Field
? Motivation
? Perception
? Learning
? Personality
? Attitudes
Experience
Output
? Post Decision Behaviour
? Purchase
? Trial
? Repeat Purchase
? Post Purchase Evaluation
Implications
? It identifies variables which influences customer and details of how
they interact each other.
? Helps in customer problem solving and information search
? Helps marketers to understand how customer decision will be done
Nicosia Model
? This model tries to explain buyer behaviour by establishing a link
between the organization and its consumer.
? It suggests that messages from the firm first influences the
predisposition of the consumer towards the product or service.
Implications
? It enhances knowledge about the customers which is very helpful for
marketers.
? Consumers moves from general knowledge of the product to the
brand knowledge.
Four Views of consumer decision making
Situational Influences
Assignment 2
? What is Reference Group? Explain its types in detail and also explain
how reference groups will influence Consumer Buying Behaviour.
? Explain various models of CB in detail.
? Explain the meaning and the process of online decision making and
how CB is shaped with this decision?
? What do you mean by situational influences on CB? Explain various
situational influences in detail.
? Explain various levels of consumer decision making and also explain
their four views in detail.
FirstRanker.com - FirstRanker's Choice
This post was last modified on 18 February 2020