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CONSUMER BEHAVIOUR
PRESENTATION 2
PRESENTED BY:
Priyanka Ghosh(104)
Geetika Sethi (109)
Rajarshi Dutta (108)
Mohit Tihara (61)
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A Manufacture of a new product for whitening teeth
would like to investigate the effects of package
design and label information on consumers
perceptions of the product and their intentions to buy
it? Would you advise the manufacturer to use
observational research, experimentation or a survey?
Explain your choice.
The Question:
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Data Collection Methods
Observation
Experimentation
Surveys
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Observational Research
Helps marketers gain an in-depth understanding
of the relationship between people and products
by watching them buying and using products.
Helps researchers gain a better understanding of
what the product symbolizes.
Widely used by interpretivist researchers
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Survey
Consumers are ask about their
purchase preference and
consumption experiences .
This is done by personal
interviews, Telephone surveys,
Mail surveys and Online
surveys.
Quantitative
Questionnaires
Attitude Scale
Qualitative
Depth Group
Focus Group
Projective
Techniques
Metaphor
Analysis
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Experimentation
Can be used to test the relative sales appeal of
many types of variables.
Only one variable is manipulated at a time,
keeping other elements constant.
Can be conducted in laboratories or in the field.
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An Experiment is comprised of two major
components:
Independent variables.
Dependent variables.
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Any difference in the outcome(the dependent variable) is due to different
treatments of the variable under study and not to extraneous factors.
Example :One study tested the effectiveness of using an attractive versus
unattractive endorser in promoting two types of product : product that are
used to enhance attractiveness and products that are not.
A controlled Experiment
Prior to launching a new product, elements such as package, price and
promotion are manipulated in a controlled setting in order to predict sales
or gauge the possible responses of the product.
Test Marketing
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Packaging and labeling for a
product of whitening teeth Packaging is enclosing or protecting products for distribution,
storage, sale, and use. Packaging also refers to the process of
design, evaluation, and production of packages.
Labels are used for product identification, name tags,
advertising, warnings, and other communication.
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Test arketi g
In case of launching a new product for whitening teeth we chose for TEST
MARKETING as our application of casual research to realize the effects of
package design and label information on consumers perceptions of the
product and intension to buy it.
.
The researcher observes a respondents behavior
towards the older way of labeling and packaging
of the similar product. HOW?
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In market test for a new product of whitening teeth , respondents can
view on a TV advertisement, Computer screen or super market shelves
that are included of the similar product in an older version. The
examine it by rotating it, touching the image and then they decide to
buy it.
Observation made by the researcher:
HOW LONG THE RESPONDENT SPENDS LOOKING AT THE
PRODUCT AND TIME SPENT TO EXAMINE EACH SIDE OF THE
PACK AND NO.OF ORDER OF PURCHASE.
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Reference :
Consumer behaviourby Leon G.
Schiffman&L
eslieL
azar kanuk
Google.com
