Week 4 - Buyer/Consumer Behaviour

5 steps of the consumer purchase decision process

1. need/want recognizion

2. search

3. evaluation

4. choice

5. post purchase use and evaluation

factors determining involvement levels

• previous experience

• interest

• percieved risk of negative consequences

• situation

• social visibility

why do most products and services fail?

• companies involved didn’t take time to understand who their product/service was for

• why that person or company might pay for or use the product or service

• how best to communicate the benefits of the product or service to them

market intelligence

gathering information on a regular, ongoing basis to know what’s happening in the marketplace

marketing ressearch

what a company uses if it can’t answer a question by using market intelligence, internal company data, social media data or analytical software

marketing research process

1. define the problem

• look at all potential causes

• put into writing the research objective

• include all relevant participants in the problem definition process

2. design the research

• what data you are going to gather and from whom

• how and when you will collect the data

• how you will analyze it once it’s been obtained

primary data

information you collect yourself

secondary data

• existing information already collected by someone else

• data you have already collected for another purchase

primary research - Qualitative Research - Exploratory Research design

getting more detail or a better understanding of a topic before conducting quantitative research

depth interview

engaging in detailed, one-on-one, sessions with potential buyers

focus group

people brought together to discuss a marketing research topic with one another

Ethnographic research - Qualitative Research

researchers interview, observe, and often videotape people while doing day-to-day activities

Quantitative Research

Anything that can be observed or counted

Descriptive research design

• quantitative research

• involves gathering hard numbers, often via surveys, to describe or measure a phenomenon: who, what, where, when, and how

3. design data collection forms

• questionares - used when surveying people

• depth intervew

• focus group

• etc.

4. specify the sample