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JISHA S NAIR

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These are post-sized cards, which are used by

dealers of consumer durables to collect information

regarding the product. The information sought isprinted in the form of questions on the warranty cardswhich is placed inside the package along with theproduct with a request to the consumer to fill in thecard and post the same to the dealer.

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Store audits are performed by distributors as well asmanufacturers through their salesmen at regularintervals.

The information is used to estimate market size,

market share, seasonal purchasing pattern etc.

The data is obtained mostly by observational method.

Store audits are invariably panel operation, for thederivation of sales estimates and compilation of sales

trends are the bases for the calculation.

It provides an efficient way to evaluate the effect of

various in-store promotions on the sales.

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This is used to estimate consumption of the basket ofgoods at the consumer level.

The investigator collects an inventory of types, quantitiesand prices of the commodities consumed.

In pantry audits the data are recorded from theexamination of consumers pantry.

The objective in a pantry audit is to identify the type ofconsumers who buy certain products and certain brands.

The basic assumption is that the contents of the pantryaccurately portray consumers preference.

Pantry audits are usually supplemented by directquestioning relating to reasons for preference of aproduct.

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The consumer panels consists a group of consumers who

are interviewed on a regular basis over a period of time. The consumer panels may be transitory or a continuing

panel.

A transitory panel is set up to measure the effect of a

particular phenomenon. The panel is conducted on a before and after basis.

Interview is conducted before the phenomenon takesplace and another interview after the phenomenon has

occurred so as to measure the changes in the attitudeand behaviour of the consumers.

A continuing consumer panel is set up for a indefiniteperiod with a view to collect data on a particular aspect ofconsumer behaviour over a time period.

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Use of mechanical devices enables to record data accurately.

Eye camera, Pupilometric camera, Psych galvanometer, Motion

picture camera and Audiometer are some of the devices used for datacollection.

Eye cameras are designed to record the focus of eyes of a respondenton a specific portion of a sketch or diagram or a product package etc.

Pupilometric cameras record dilation of the pupil as a result of visualstimuli. The extent of dilation shows the degree of interest aroused bythe stimuli.

Psych galvanometer is used to measure the extent of body excitementas a result of the visual stimulus.

Motion pictures are used to record the movement of the buyer whiledeciding to by a consumer good.

Audiometers are used with Television to find out the type ofprogrammes as well as channels preferred by viewers .A device isfitted in the television itself to record the changes which can be used toascertain the market share.

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