JISHA S NAIR

These are post-sized cards, which are used by dealers of consumer durables to collect information regarding the product. The information sought is printed in the form of questions on the warranty cards which is placed inside the package along with the product with a request to the consumer to fill in the card and post the same to the dealer.

Store audits are performed by distributors as well as manufacturers through their salesmen at regular intervals. The information is used to estimate market size, market share, seasonal purchasing pattern etc. The data is obtained mostly by observational method. Store audits are invariably panel operation, for the derivation of sales estimates and compilation of sales trends are the bases for the calculation. It provides an efficient way to evaluate the effect of various in-store promotions on the sales.

 This is used to estimate consumption of the basket of

goods at the consumer level. The investigator collects an inventory of types, quantities and prices of the commodities consumed. In pantry audits the data are recorded from the examination of consumers pantry. The objective in a pantry audit is to identify the type of consumers who buy certain products and certain brands. The basic assumption is that the contents of the pantry accurately portray consumers preference. Pantry audits are usually supplemented by direct questioning relating to reasons for preference of a product.

 The consumer panels consists a group of consumers who are interviewed on a regular basis over a period of time. The consumer panels may be transitory or a continuing panel. A transitory panel is set up to measure the effect of a particular phenomenon. The panel is conducted on a before and after basis. Interview is conducted before the phenomenon takes place and another interview after the phenomenon has occurred so as to measure the changes in the attitude and behaviour of the consumers. A continuing consumer panel is set up for a indefinite period with a view to collect data on a particular aspect of consumer behaviour over a time period.

 Use of mechanical devices enables to record data accurately. Eye camera, Pupilometric camera, Psych galvanometer, Motion picture camera and Audiometer are some of the devices used for data collection. Eye cameras are designed to record the focus of eyes of a respondent on a specific portion of a sketch or diagram or a product package etc. Pupilometric cameras record dilation of the pupil as a result of visual stimuli. The extent of dilation shows the degree of interest aroused by the stimuli. Psych galvanometer is used to measure the extent of body excitement as a result of the visual stimulus. Motion pictures are used to record the movement of the buyer while deciding to by a consumer good. Audiometers are used with Television to find out the type of programmes as well as channels preferred by viewers .A device is fitted in the television itself to record the changes which can be used to ascertain the market share.