The topic of consumer behavior is a broad one that has a multitude of categories; it goes beyond the simple motivations of why or why not people purchase goods. For this reason, it makes for a great research topic, as there are many angles to explore, and it lends itself well to various essay formats, such as cause-and-effect studies and argumentative writing. Consumer Needs and Desires Consumer purchases always have a rhyme and reason, even if there appears to be no pattern to them.
Understanding consumer behavior is a broad and complicated task, but with the right research mix you can begin to get a detailed understanding of your customers and their motivations. What is consumer behavior? Consumer behavior is the study of individuals and organizations and how they select and use products and services.
It is mainly concerned with psychology, motivations, and behavior. The study of consumer behavior includes: How consumers think and feel about different alternatives brands, products, services, and retailers How consumers reason and select between different alternatives The behavior of consumers while researching and shopping How consumer behavior is influenced by their environment peers, culture, media How marketing campaigns can be adapted and improved to more effectively influence the consumer These considerations are influenced by three factors: These will be affected by demographics such as age, gender, culture, profession, background and so on.
This factor also includes social class, income, and education level. Some are more cost effective than others.
Focus groups — Bring a group of consumers together and ask them questions directly. It also helps to reveal the language they are using. Google Analytics — Analytics can be used to tell you where your traffic is coming from. The Audience tab shows geography, interests, and a range of demographics.
Read our post on the top competitor analysis tools. Blog comments — Comments on your blog can be a good way of discovering any questions your audience might have.
Social media — Millions of people reflect their lives on social media, so information that can enrich several strands of consumer behavior can be uncovered with the right tools. Social intelligence and consumer behavior The broadest thing social can help with is collecting consumer insights, found through social media researchwhich can take all sorts of forms.
You can ask specific questions, or investigate consumers talking about your brand. Sentiment analysis — Understand the sentiment about your brand or product, and how that changes in different demographics. Intelligent market segmentation — As everyone has different motivations, segmenting consumers into groups is vital to understanding your customers in a nuanced way.Sep 27, · The effect of packaging on consumer perception.
The effect of age group marketing has on consumers outside of the marketing area. (Older, younger) The effect of extreme mark-ups on high-end products has on actual sales compared to average mark-up.
Research sequence. In general, if more than one type of research is to be used, the more flexible and less precise method—such as focus groups and/or individual interviews—should generally be used before the less flexible but more precise methods (e.g., surveys and scanner data) are used.
Sep 18, · The Food Safety Survey (FSS) is a nationally representative survey of consumers’ self-reported behaviors, knowledge, attitudes, and beliefs about food safety. The questionnaires are designed to.
Research firms may use a variety of methods to gather information and construct a complete profile of consumer behavior. Surveys and Questionairres Surveys and questionnaires differ in the amount. The most cited papers from this title published in the last 3 years. Statistics are updated weekly using participating publisher data sourced exclusively from Crossref.
Research has shown that consumer behaviour is difficult to predict, even for experts in the field. However, new research methods such as ethnography and consumer neuroscience are shedding new light on how consumers make decisions.