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Consumer Behaviour - Sec-2 - Group-4 - Research Proposal

1) The document proposes field research to understand factors influencing consumer buying behavior in the soap category, as personal preferences, marketing, brands, and desired attributes all impact choices. 2) Insights would help soap companies optimize strategies, products, and branding to better meet needs in the competitive market. 3) Mixed qualitative and quantitative research methods like interviews and observations would examine how demographics, attributes, and marketing shape perceptions and purchasing.

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Shivani Jain
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37 views3 pages

Consumer Behaviour - Sec-2 - Group-4 - Research Proposal

1) The document proposes field research to understand factors influencing consumer buying behavior in the soap category, as personal preferences, marketing, brands, and desired attributes all impact choices. 2) Insights would help soap companies optimize strategies, products, and branding to better meet needs in the competitive market. 3) Mixed qualitative and quantitative research methods like interviews and observations would examine how demographics, attributes, and marketing shape perceptions and purchasing.

Uploaded by

Shivani Jain
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Consumer Behaviour

Field Research Draft Proposal

Understanding Consumer Buying Behaviour in the Soap


Category

Submitted By:
Working Group-4
Ashutosh Baral- 22F414
Deeshani Salian- 22F420
Shafaat Karim-22F447
Shivani Jain- 22F450
Soumya Srivastava-22F454
 Problem Statement:
Consumer behavior in the soap category is influenced by various factors, such as
personal preferences, marketing strategies, brand loyalty, and the desire for specific
features or benefits. However, there is a lack of in-depth understanding regarding the
motivations behind different buying behaviours. This field research aims to explore the
factors that drive consumers to make specific choices within the soap category and gain
insights into their decision-making processes.

 Motivation for Studying the Issue:


Understanding consumer buying behaviour in the soap category is crucial for soap
manufacturers, marketers, and retailers. By comprehending the underlying motivations
of consumers, businesses can optimize their marketing strategies, product offerings,
and branding efforts to better meet customer needs. Additionally, as the soap market is
highly competitive, this research will provide valuable information that can lead to
enhanced customer satisfaction and increased sales.

 Research Questions:
a) What are the primary factors influencing consumers' buying decisions within the
soap category?
b) How do consumers prioritize different attributes (e.g., fragrance, ingredients, price,
brand reputation) when choosing soap products?
c) How does brand loyalty impact consumers' buy behaviour in the soap category?
d) What role does marketing and advertising play in shaping consumers' perceptions
and preferences for soap products?
e) How do consumers' demographic factors (age, gender, income) influence their soap-
buying behaviour?
 Methodology:
a) Data Collection: The research will employ a mixed-methods approach to gather
comprehensive data. Primary data will be collected through:
i) In-depth Interviews: Conduct one-on-one interviews with a diverse sample of
soap consumers to gain deep insights into their motivations, preferences, and
decision making processes.
ii) Observations: Observe consumers' behaviour in retail environments to understand
their interactions with different soap products and identify any patterns or trends.
b) Sample Selection: The sample will consist of participants from various demographic
backgrounds to ensure a representative and diverse dataset.
c) Data Analysis: Thematic analysis will be employed to analyze qualitative data from
interviews, while quantitative data will be processed using statistical software to
identify trends and correlations.

 Expected Outcomes:
The field research will yield valuable insights into the motivations behind consumer
buying behaviour in the soap category. The findings will be compiled into a
comprehensive report, which will include actionable recommendations for soap
manufacturers and marketers to optimize their strategies and offerings. Additionally,
the research results will be presented at academic conferences and published in relevant
journals, contributing to the body of knowledge in consumer behaviour.

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