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Consumer Behaviour
Sanjeev Varshney
Marketer
Stimulus
Feedback/Input
Consumer
Input
Process
Firms
Marketing
Efforts
Socio-Cultural
Environment
Individuals
Psychological
Field
Consumer
Decision
Making
Process
External
Influences
Consumer
Decision
Making
Experience
Purchase
Output
Post-purchase
Evaluation
Output
To Understand
Consumer Behaviour
We need to do
Most Companies in India and Abroad
Consumer
Research
have
a Consumer Insight
Department
Exercise
Financial inclusion is a problem in India.
Design a consumer behaviour study to
study the obstacles in the growth.
How will you establish the merchandise
mix in a Louis Phillipe store of an area ?
Evolution of Consumer
Behaviour Research
Motivation Research- In-depth interview
Behavioural Science Research
quantitative research methods
Interpretive Research (Postmodern
perspective)- Ethnographic research
Primary Data
Observation
Direct questioning
Experimentation
Projective techniques
Consumer Research
Quantitative Research
Qualitative Research
Mixed Research
Observational Research
Content Analysis
Designing Research
How will you test the relative sales appeal
of many types of
package designs
Advertisement copies
Promotional offers
Causal Experimental Research
Measure Attitude
Test for Purchase Intention
Designing Research
How would you understand the purchase
preferences of consumers?
How would you understand which brand
do consumers like and why?
Survey
Quantitative
Qualitative