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Consumer behaviour
DR. PRIYA SACHDEVA
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 Interdisciplinary
Influences on the Study of
Consumer Behaviour •
 Research Questions,

INDEX  Hypotheses, and

Predictions •
 Consumer Behaviour
CONSUMER BEHAVIOUR Research Methods :
RESEARCH MODULE-1 Surveys ;Focus Groups;
Interviews; Storytelling;
Experiments;
 Conjoint Analysis;
 Observations and
Ethnographic Research ;
Netnograph

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Consumer behavior is the study of individuals, groups, or organizations and all the activities

associated with the purchase, use and disposal of goods and services. Consumer behaviour

consists of how the consumer's emotions, attitudes and preferences affect buying behaviour.

CONSUMER BEHAVIOUR

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 TYPES OF CONSUMER BEHAVIOUR
There are four types of consumer behavior: habitual
buying behavior, variety-seeking behavior,
dissonance-reducing buying behavior, complex
buying behavior. Consumer behavior types are
determined by what kind of product a consumer
needs, the level of involvement, and the differences
that exist between brands

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 Interdisciplinary Influences on the
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Study of Consumer Behaviour

An interdisciplinary area of study, the Consumer Behavior is an interdisciplinary

subject borrows heavily from field of study that draws on economics,
communication, psychology, sociology, and
psychology, sociology; social marketing. Among the courses typically
psychology; anthropology and, included in a major focused on consumer
economics. behavior, several have prerequisites.

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 RESEARCH QUESTION
A research question is a specific inquiry which the research seeks to
provide a response to. It resides at the core of systematic investigation
and it helps you to clearly define a path for the research process. A
research question is usually the first step in any research project
What is the problem to be solved? Every good research project solves
some particular problem.
Who cares about this problem and why?
What have others done?
What is your solution to the problem?
How can you demonstrate that your solution is a good one?

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 HYPOTHESIS
A research hypothesis (or scientific hypothesis) is a statement about an
expected relationship between variables, or explanation of an occurrence,
that is clear, specific, testable and falsifiable. So, when you write up
hypotheses for your dissertation or thesis, make sure that they meet all
these criteria.
Alternative Hypothesis. The alternative hypothesis states that there is a
relationship between the two variables being studied (one variable has an
effect on the other).
Null Hypothesis.
Nondirectional Hypothesis.
Directional Hypothesis.

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 HYPOTHESIS

For example, a study designed to look at the

relationship between sleep deprivation and test
performance might have a hypothesis that states,
"This study is designed to assess the hypothesis that
sleep-deprived people will perform worse on a test
than individuals who are not sleep-deprived.

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 Consumer Behaviour Research Methods :
Surveys ;Focus Groups; Interviews;
Storytelling; Experiments

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 CONJOINT ANALYSIS
Conjoint analysis is a form of statistical analysis that firms use in
market research to understand how customers value different
components or features of their products or services. Analyzing the
results allows the firm to then assign a value to each one.
There are four types of conjoint methods-
• The traditional method (CA) that uses stated preference ratings
• The choice-based conjoint analysis (CBCA) that uses stated choices
• The adaptive conjoint analysis (ACA) developed in part to handle
the issue of a large number of attributes
• The self-explicated

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 BENEFITS OF CONJOINT ANALYSIS
It's the perfect medium for respondents to give their feedback
on more than one attributes. A platform to analyze responses at
individual and aggregate levels. Easy experimentation medium
for aspects like price/features before launching a new product.
Conjoint analysis is a statistical analysis and marketing
research technique to measure what consumers value most
about your products and services. For example, a TV
manufacturer would want to know if customers value picture or
sound quality more, or if they value low price more than picture
quality.
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 ETHNOGRAPHY
Ethnography is the branch of anthropology that involves trying
to understand how people live their lives.
Ethnography, simply stated, is the study of people in their own
environment through the use of methods such as participant
observation and face-to-face interviewing. Classic ethnographic
research involves a detailed description of the whole of a culture
outside of the country of origin of the researcher.
Ethnography is a study through direct observation of users in
their natural environment rather than in a lab. The objective of
this type of research is to gain insights into how users interact
with things in their natural environment.
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 NENTOGRAPHY

Netnography is a specific set of research practices related to

data collection, analysis, research ethics, and representation,
rooted in participant observation. The term netnography is a
combination of "Internet" or "network" with "ethnography".

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 PICTURE SLIDE
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THANK YOU!
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