Consumer Research

Dr. Manish Agarwal

What is a Consumer?
 What is Research?
• Marketing research is a formalized means of
collecting, analysing and interpreting information to
be used in helping making marketing decisions.
• Lies, damn lies and statistics” Benjamin Disraeli
• “Market research is the means by those who provide
goods and services to keep themselves in touch with
the needs 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
processes” Open University
What we do in Marketing
Research?
• Market Measurement (understanding market size and
movement -volume and value by product type, end user,
channel etc)
• Strategic insight (understanding how the market
operates, key decision making processes, needs of the
market etc. in sufficient detail to make research
learning's truly actionable)
• Channel strategies
• Pre-launch (understanding the likely impact of new
product launches, major promotions, communication
campaigns etc)
• Post-launch (understanding the actual impact of new
product launches, major promotions, communication
campaigns etc)
Research Activities to be performed at
the point of launching a product
I. develop a strong brand
2. segment your target with discipline
3. address each target’s barrier
4. frame your message with relevance
5. innovate the way you go to market
6. leverage the power of partnerships
 To make your research authentic
Step1 :Study the companies
Step 2: Define the objectives
Step 3: Research Methodology
Step 4: Analysis of Data
Step 5: Referencing
Step1 :Study the companies
 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

 TVS Suzuki
• 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
 Customer feedback
Max R
Strengths Weaknesses

• Rugged • Mileage
• Low maintenance • Styling
• Affordability

Splendor
Strengths Weaknesses

• Fuel Economy • High Maintenance

• Riding Comfort
• Better Style
Step 2: Define the objectives
 POSITIONING OF PHARMACEUTICAL PRODUCT: A CASE STUDY OF COUGH SYRUPS

• To identify how consumers rate different brands of

cough syrup which are available over the counter.
• Particularly, the purpose of this study is to find the
rating of over the counter brands of cough syrups so
that a proper brand strategy is to be formulated.
• Further, it also helps in designing brand programs in
such a way that it result in better positioning of the
product.
• Non parametric tests have been used for the study.
Step 3: Research Methodology
• The study is based on primary data collection with a
sample size of 100 respondents residing in ‘National
Capital Region’ of New Delhi, India. (Sample Size)
• The questionnaire used for the sample survey is a
structured and non-disguised questionnaire and
consisted of two major sections. The first section
intended to collect the various demographic factors; the
second section intended to collect the rating of different
cough syrups brands. (Data Collection Tool)
• A five point Likert scale was used to capture the
consumers responses ranging from highly preferred
agree to least preferred. (Scaling Technique if any)
•
• Six major brands namely D’cold, Glycodin, Honitus, Vicks Vaporub,
Corex and Beadryl were considered for the study. The brands were
selected on the basis of awareness in the region. The brands 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 brands on
different attributes, where as Friedman test has been used to identify
the market leader on the basis of underlying dimensions as ranked by
the respondents.(Statistical Tool Used)
• Data has been collected by personally contacting the respondents and
explaining in detail about the survey. A total of 100 respondents in
Noida, Greater Noida, Delhi, and Gurgaon were contacted. The
demographic profile of the study is given in Table 1. (Field Work)
Table 1: Demographic Profile of Respondents (n=100)

Number
of Percen
Respon tage
dents
18-25 35 35
AGE 26-35 45 45
36-50 20 20
MALE 45 45
GENDER
FEMALE 55 55
 Step 5: Referencing
• Aaker, D. A., Kumar, V. and Day, G. S. (1998), Marketing Research, Second
Edition, John Wiley and sons Inc., New York, U.S.A.
• Ennew, C. T. (1993), The Marketing Blueprint, Blackwell Publishers, The Dryden
Press, 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, Pearson
Education Asia, New Delhi, India.
• Lulla, A. (2007), http://timesofindia.indiatimes.com/articleshow/1411283.cms
• Sengupta, S. (2004), Brand Positioning, Tata Mc-graw Hill Publishing Company
Ltd., 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.