Consumer Researchǥ

Consumer Research is carried

out to understand the
behavior of consumers.

It is process which tells how

attitudes of consumer
changes after viewing media
messages.
Consumer Research Agenciesǥ
Indian Market Research
Operation Research Group and Bureau (IMRB)
Market Research Group (ORG-
MARG)

AC Nielson India

Market Research Society of

India (MRSI)
˜uantitative Research:
rIt Is descriptive in nature.

rIt is used by researcher to

understand the effect of
various promotional input on
the consumer, thus enabling
marketer to predict consumer
behavior.
.
It is known as Positivism and
Consumer researcher primarily
concerned with predicting
Consumer Behavior are known as
Positivist
°he research Method which are used in
˜uantitative Method consist of :-
:-

Experiment

Survey °echnique

Observation
˜ualitative Research:
rIt consist of depth Interview,
Focus Group, Metaphor
Analysis and collage Research.

r°hese technique are

administered by highly trained
rInterest in understanding
interviewer Ȃ analyst who
consumer experience has lead to
analyze the finding.
term Interpretivism and the
researcher who adopt this
paradigm are known as
Interpretivist.
Comparison Between
=




0 Purpose: Prediction of Consumer
Behavior.
0 °erm: Positivism is also known
as Modernism, Logical
Empiricism.
0 Sampling Method: Large,
Probability Sample, providing
that data collection instrument
are valid and reliable that result
can be viewed as a
representative of universe.
0 Methodology: Survey,
Experiment and Observation.

0 Purpose: Understanding
Consumption Experience.
0 °erm: Interpretivism is also
known as experimentalist and
post modernist.
0 Small, Non probability sample ;
finding are generally not
generally not representative of
the universe under study.
0 Methodology: Depth Interview,
Focus group.
£ome Work ǥ !!
1) Motivational Research ?

2) Consumer Gifting Behavior ?

GIF°ING BE£AVIOR ǥ. !!
Gifting is an act of symbolic
Communicationǥ.

Meanings ranging from

congratulations and love, to regret,
obligation, and dominance

Gifting behavior has been described as

the process in which exchange takes
place between a giver and a recipient..

Reason °o Rememberǥ
Reason °o Rememberǥ. !@!
What are the various Reason to
Remember ??
Whom °o Remember?
When °o Remember ??
Why °o Remember ??
Where °o Remember ??

It Can be any moments, any person,

any place , any occasion
Reason °o Remember !!@!!
Life is so busy , gift become reason
for remembranceǥ.

°ime which You have spent with her,

°he smiling moments or the quarrel
moment..

It is only after watching anything

which is related to you,

It must be something which gives

you opportunity to remember her.,
º

 
rA hand made card
rA lovely dinner made specially
for her.

rSurprise Gift: £oliday package

or Diamond Jewellery

rSoft music with a ball dance

rBeautiful card & Chocolates
rGifting flowers
rChampaign With Candle Light
Dinner

 



 

 

 




 




 








 !
  
 

 != $  "#=
Intergroup A group giving a gift to Farewell Party / Fresherǯs
another group Party
Intercategory An individual giving a gift to a
group or a group giving a gift Students Giving Gift to
to an individual teachers.
Intragroup A group giving a gift to itself A family buys a Car for itself
or its members as a diwali gift.
Interpersonal An individual giving a gift to Valentineǯs Day chocolates
another individual presented from a boyfriend
to a girlfriend
Intrapersonal Self-gift A woman buys herself
cosmetics to cheer herself
up
 °hank You ǥ !!
arora.pankaj07@gmail.com