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8/8/2019 Consumer Research 1
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Consumer Research
Dr. Manish Agarwal
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What is a Consumer?
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What is Research? Marketing research is a formalized means of
collecting, analyzing and interpreting information tobe used in helping making marketing decisions.
Lies, damn lies and statistics Benjamin Disraeli
Market research is the means by those who providegoods and services to keep themselves in touch with theneeds and wants of those who buy and use those goods
and services UK Market Research Society A means to (1) reduce uncertainty, (2) monitor
performance and (3)contribute to the strategic processesOpen University
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What we do in Marketing
Research?
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Market Measurement (understanding market sizeand movement -volume and value by product type,end user, channel etc)
Strategic insight (understanding how the marketoperates, key decision making processes, needs ofthe market etc. in sufficient detail to make researchlearning's truly actionable)
Channel strategies
Pre-launch (understanding the likely impact of new
product launches, major promotions, communicationcampaigns etc)
Post-launch (understanding the actual impact ofnew product launches, major promotions,
communication campaigns etc)
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Research Activities to beperformed at the point of launching
a product
I. Develop a strong brand
2. Segment your target with discipline
3. Address each targets barrier
4. Frame your message with relevance
5. Innovate the way you go to market
6. Leverage the power of partnerships
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To make your researchauthentic
Step1 :Study the companies
Step 2: Define the objectives
Step 3: Research Methodology
Step 4: Analysis of Data
Step 5: Referencing
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Step1 :Study the companies
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Hero Honda
Launch of 4-stroke motorcycles the CD series
Launch of the classic Fill it, Shut it, Forget it
campaign
Redefined the customer requirements
Market shift towards more mileage
Launch of Splendor in 94, a runaway success
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The first Indo Jap 100cc bike - 1984
Tried to establish power as a key choice factor
Later opted for reliability
Symbolized by the No Problem Samurai
A partnership that lasted 17 years Took separate ways on account of differing ambitions
TVS backed a vision that developed capability
Demonstrated in XL Super & TVS Scooty
TVSSuzuki
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Strengths
Rugged
Low maintenance
Affordability
Weaknesses
Mileage
Styling
Customer feedbackMax R
Strengths Weaknesses
Fuel Economy
Riding Comfort
Better Style
High Maintenance
Splendor
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Step 2: Define the objectives
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POSITIONING OF PHARMACEUTICAL PRODUCT: A CASE STUDY OF
COUGH SYRUPS
To identify how consumers rate different brands of coughsyrup which are available over the counter.
Particularly, the purpose of this study is to find the ratingof over the counter brands of cough syrups so that aproper brand strategy is to be formulated.
Further, it also helps in designing brand programs insuch a way that it result in better positioning of theproduct.
Non parametric tests have been used for the study.
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Step 3: Research Methodology
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The study is based on primary data collection with asample size of 100 respondents residing in NationalCapital Region of New Delhi, India. (Sample Size)
The questionnaire used for the sample survey is a
structured and non-disguised questionnaire andconsisted of two major sections. The first sectionintended to collect the various demographic factors; thesecond section intended to collect the rating of differentcough syrups brands. (Data Collection Tool)
A five point Likert scale was used to capture theconsumers responses ranging from highly preferredagree to least preferred. (Scaling Technique if any)
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Six major brands namely Dcold, Glycodin, Honitus, VicksVaporub, Corex and Benadryl were considered for the study. The
brands were selected on the basis of awareness in the region. Thebrands were rated on the following attributes: Price, Availability,Advertisement (Recall of Product), Effectiveness and Reliability(Variables to be studied)
For the purpose of data analysis, two non parametric tests Viz.Kuruskal Wallis Test and Friedman Test were used. Kuruskal-Wallis test has been used to determine the rank of different brandson different attributes, where as Friedman test has been used toidentify the market leader on the basis of underlying dimensions asranked by the respondents.(Statistical Tool Used)
Data has been collected by personally contacting the respondentsand explaining in detail about the survey. A total of 100respondents in Noida, Greater Noida, Delhi, and Gurgaon werecontacted. The demographic profile of the study is given in Table 1.(Field Work)
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Number
of
Respon
dents
Percen
tage
AGE
18-25 35 35
26-35 45 45
36-50 20 20
GENDERMALE 45 45
FEMALE 55 55
Table 1: Demographic Profile of Respondents (n=100)
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Step 5: Referencing
Aaker, D. A., Kumar, V. and Day, G. S. (1998),Marketing Research, SecondEdition, John Wiley and sons Inc., New York, U.S.A.
Ennew, C. T. (1993), The Marketing Blueprint, Blackwell Publishers, The DrydenPress, U.S.A.
Green, P. E., Tull, D. S and Albarum, G. (1992),Research for Marketing Decision,Prentice Hall of India Pvt. Ltd., New Delhi.
Lilen, G. L. and Rangaswamy, A. (2003),Marketing Engineering, PearsonEducation Asia, New Delhi, India.
Lulla, A. (2007), http://timesofindia.indiatimes.com/articleshow/1411283.cms
Sengupta, S. (2004),Brand Positioning, Tata Mc-graw Hill Publishing CompanyLtd., New Delhi, India.
Sproles, G. B. (1985), From Perfectionism to Fadism: Measuring Consumers'Decision-Making Styles,American Council on Consumer Interests,pp. 79-85.
Sproles, G. B. and Kendall, E. L. (1986), A Methodology for Profiling Consumers'Decision-Making Styles,Journal of Consumer Affairs, Vol. 20, No. 2, pp. 267-279.