This is the data collected by the researcher himself and there are many ways of collecting this data. In consumer research we are concerned with the behaviour of the consumer and the behaviour is influenced by the consumers’ demographic and socio-economic characteristics as well. Therefore, it becomes necessary to be aware not only of customers demographic characteristics,but also of his attitudes, interests, opinions, knowledge, intentions, motivation etc.
This is used to find out what the consumers are aware of and what they do not know. This is imparted to them by advertising and by other promotional methods.
This can be done by using awareness approaches of unaided recall, aided recall, or by recognition. The idea is to find out whether the consumer is aware of product:
Whether a person is inclined to buy the product. What can be one’s purchasing behaviour:
However, one cannot freely trust the statement regarding purchases as there is a definite deviation between what is said and what is practiced.
A consumer researcher wants to find out why people behave as they do. Motives refer to a need, a want or a drive an urge, a wish or a desire that leads to goal directed behaviour. There are various needs that must be fulfilled. A marketer has to know what he can do to fulfil these needs:
Consumer Behaviour Related Interview Questions
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Consumer Behaviour Tutorial
Psychographic Or Lifestyle Segmentation
Concept Of Culture & Subculture
Cultural Variations In Non-verbal Communications
Family Buying Influences, Family Life Cycle And Buying Roles
Diffusion Of Innovation
Personality And Self Concept
Motivation And Involvement
Information Processing Learning And Memory
Attitude Development And Alternate Evaluation In Buying
Search And Evaluation
Purchasing Process And Outlet Selection
Purchase Behaviour (situational Factors)
Models Of Consumer Behaviour
Consumerism (public Policy And Consumer Protection)
Organisational Buying Behaviour
Changing Consumer Behaviour
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