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Tongao
a CONDUCT
form of applied
sociology
that concentrates on
WHY
CONSUMER
RESEARCH?
understanding the preferences, attitudes, and
behaviors of consumers in a market based economy,
Better
consumption
experiences
and it aims
to understand
the effects and
Potential
for building
relationships
comparative
successcustomer
of marketing
campaigns.
METHODOLOGIES
Quantitative
It is descriptive in nature and this method
is used to predict the consumer behavior.
Designs:
Qualitative
Here sample sizes are necessarily small so we cannot
generalized to larger population. They are used to obtain new
ideas for promotional campaigns.
Methods of data collection:
Observational research
depth interview
Experimentation
focus group
Surveys
discussion guides
projective techniques
metaphor analysis
These techniques are regularly used the early stages of attitude
research to pinpoint relevant product related beliefs and to
develop an initial picture of consumer attitude.
Market
Research
Advertising
Research
Product
Research
Pricing
Research
Jamlie J. Tongao
BELIEF
is a TO
descriptive
thought
that a person holds
WHY
DO WE NEED
KNOW CONSUMER
BELIEFS?
about something. These beliefs may be based on real
knowledge,
or faith.
They
mayPeople
or may
carry
Beliefs opinion,
reinforce product
and brand
images.
act on not
beliefs.
If
customer
beliefs deter purchases marketers will want to do a
an unfounded
emotional
charge.
campaign to change them. Unfounded consumer beliefs can severely affect the
revenue and even the life of hospitality and travel companies.
Descriptive Beliefs
-are based on direct experience with a
product or what we see with our own
eyes or hear with our own ears
Inferential Beliefs
-beliefs that go beyond the information
given
Informational Beliefs
Superstitious Beliefs
-are based on indirect experience on
what other people tell us
Jamlie J. Tongao
WHAT IS ATTITUDE?
- A learned predisposition to behave in a consistently
favorable or unfavorable manner with respect to a given
object.
attitude object
any target of judgment, including people, places and things,
that have an attitude or opinion associated with it
STRUCTURAL
MODELS
OF
ATTITUDE
SOURCES:
http://www.slideshare.net/kumaravinash23/chapter-8-consumerattitude-formation-and-change
http://www.slideshare.net/birubiru/consumer-attitude-formationand-change-6916877?qid=4cc8d2dd-1c2c-454f-8f66328aa529a9cb&v=default&b=&from_search=9
http://www.simplypsychology.org/attitudes.html
http://343f11.pbworks.com/w/page/48484436/ABC%20model%20an
d%20hierarchies%20of%20effects
http://www.slideshare.net/anshusweta/ppt-in-cb-on-attitudepresentation
http://www.slideshare.net/birubiru/lecture-16-attitude-formationand-change
http://www.slideshare.net/birubiru/lecture-15-consumer-attitudes
Utilitarian
Ego-defensive
Value-expressive
Knowledge