Consumer Research 1

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Amity Business School

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Consumer Research

Dr. Manish Agarwal


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What is a Consumer?


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What is Research? Marketing research is a formalized means of

collecting, analyzing and interpreting information tobe used in helping making marketing decisions.

Lies, damn lies and statistics Benjamin Disraeli

Market research is the means by those who providegoods and services to keep themselves in touch with theneeds and wants of those who buy and use those goods

and services UK Market Research Society A means to (1) reduce uncertainty, (2) monitor

performance and (3)contribute to the strategic processesOpen University


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What we do in Marketing

Research?


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Market Measurement (understanding market sizeand movement -volume and value by product type,end user, channel etc)

Strategic insight (understanding how the marketoperates, key decision making processes, needs ofthe market etc. in sufficient detail to make researchlearning's truly actionable)

Channel strategies

Pre-launch (understanding the likely impact of new

product launches, major promotions, communicationcampaigns etc)

Post-launch (understanding the actual impact ofnew product launches, major promotions,

communication campaigns etc)


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Research Activities to beperformed at the point of launching

a product

I. Develop a strong brand

2. Segment your target with discipline

3. Address each targets barrier

4. Frame your message with relevance

5. Innovate the way you go to market

6. Leverage the power of partnerships


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To make your researchauthentic

Step1 :Study the companies

Step 2: Define the objectives

Step 3: Research Methodology

Step 4: Analysis of Data

Step 5: Referencing


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Step1 :Study the companies


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Hero Honda

Launch of 4-stroke motorcycles the CD series

Launch of the classic Fill it, Shut it, Forget it

campaign

Redefined the customer requirements

Market shift towards more mileage

Launch of Splendor in 94, a runaway success


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The first Indo Jap 100cc bike - 1984

Tried to establish power as a key choice factor

Later opted for reliability

Symbolized by the No Problem Samurai

A partnership that lasted 17 years Took separate ways on account of differing ambitions

TVS backed a vision that developed capability

Demonstrated in XL Super & TVS Scooty

TVSSuzuki


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Strengths

Rugged

Low maintenance

Affordability

Weaknesses

Mileage

Styling

Customer feedbackMax R

Strengths Weaknesses

Fuel Economy

Riding Comfort

Better Style

High Maintenance

Splendor


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Step 2: Define the objectives


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POSITIONING OF PHARMACEUTICAL PRODUCT: A CASE STUDY OF

COUGH SYRUPS

To identify how consumers rate different brands of coughsyrup which are available over the counter.

Particularly, the purpose of this study is to find the ratingof over the counter brands of cough syrups so that aproper brand strategy is to be formulated.

Further, it also helps in designing brand programs insuch a way that it result in better positioning of theproduct.

Non parametric tests have been used for the study.


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Step 3: Research Methodology


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The study is based on primary data collection with asample size of 100 respondents residing in NationalCapital Region of New Delhi, India. (Sample Size)

The questionnaire used for the sample survey is a

structured and non-disguised questionnaire andconsisted of two major sections. The first sectionintended to collect the various demographic factors; thesecond section intended to collect the rating of differentcough syrups brands. (Data Collection Tool)

A five point Likert scale was used to capture theconsumers responses ranging from highly preferredagree to least preferred. (Scaling Technique if any)


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Six major brands namely Dcold, Glycodin, Honitus, VicksVaporub, Corex and Benadryl were considered for the study. The

brands were selected on the basis of awareness in the region. Thebrands were rated on the following attributes: Price, Availability,Advertisement (Recall of Product), Effectiveness and Reliability(Variables to be studied)

For the purpose of data analysis, two non parametric tests Viz.Kuruskal Wallis Test and Friedman Test were used. Kuruskal-Wallis test has been used to determine the rank of different brandson different attributes, where as Friedman test has been used toidentify the market leader on the basis of underlying dimensions asranked by the respondents.(Statistical Tool Used)

Data has been collected by personally contacting the respondentsand explaining in detail about the survey. A total of 100respondents in Noida, Greater Noida, Delhi, and Gurgaon werecontacted. The demographic profile of the study is given in Table 1.(Field Work)


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Number

of

Respon

dents

Percen

tage

AGE

18-25 35 35

26-35 45 45

36-50 20 20

GENDERMALE 45 45

FEMALE 55 55

Table 1: Demographic Profile of Respondents (n=100)


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Step 5: Referencing

Aaker, D. A., Kumar, V. and Day, G. S. (1998),Marketing Research, SecondEdition, John Wiley and sons Inc., New York, U.S.A.

Ennew, C. T. (1993), The Marketing Blueprint, Blackwell Publishers, The DrydenPress, U.S.A.

Green, P. E., Tull, D. S and Albarum, G. (1992),Research for Marketing Decision,Prentice Hall of India Pvt. Ltd., New Delhi.

Lilen, G. L. and Rangaswamy, A. (2003),Marketing Engineering, PearsonEducation Asia, New Delhi, India.

Lulla, A. (2007), http://timesofindia.indiatimes.com/articleshow/1411283.cms

Sengupta, S. (2004),Brand Positioning, Tata Mc-graw Hill Publishing CompanyLtd., New Delhi, India.

Sproles, G. B. (1985), From Perfectionism to Fadism: Measuring Consumers'Decision-Making Styles,American Council on Consumer Interests,pp. 79-85.

Sproles, G. B. and Kendall, E. L. (1986), A Methodology for Profiling Consumers'Decision-Making Styles,Journal of Consumer Affairs, Vol. 20, No. 2, pp. 267-279.

Consumer Research 1

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