It is carried out to find what the customer does to fulfill has consumption needs. It involves the description of activities with respect to components of what, where, why, how, how much in what situation, and also for instance “what” (one of the components). This what may mean which product or brand.
“Where” : Where to purchase, from which store, which city, which place?
“Why” : To consume himself, or to give as a present?
“How” : In what manner? To purchase by going himself, by ordering, by cash/
“How much” : In what quantity, in bulk or in small amounts?
“What situation” : Emergent situation; e.g., medicines, umbrella, etc.
“Who” : Who is to purchase, husband, wife, children or jointly?
Methods of collecting primary data
There are a number of ways in which primary data can be collected. These can be classified as under:
Can be open ended, close ended, alternative provided, direct questions, indirect questions.
Experimentation, surveys and interviews.
It is a self-administered process, whereby the respondent himself reads the questions and answers without the help of an interviewer. They can broadly be classified under four types of questions. These can be on the basis of structure and disguise, and methods of communication.
They do not have the flexibility of the unstructured questionnaire.
Besides this, we also have attitude measurements which can be done by scaling techniques. Attitude is a behavioural disposition of the structure of human perception. In rating scales, respondents indicate their degree of agreements or disagreements. There are various types of scales:
This scale consists of an equal number of agreement or disagreement choices on either side of a neutral choice. A series of statements are given to find out the attitude of the respondents.
This can be done on a five- or a seven-point scale.
Example: The respondent has to agree or disagree, and the degree of agreement or disagreement has to be marked on the scale.
This scale gives the option to the respondent for their responses. The responses can be combined to produce a summated score, and this is done by giving the score of +2 +1, –1 –2, to the five options, so that the overall attitudes can be measured.
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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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