Consumer research definition

This shows the amount of profit returned for marketing expenditures and can help justify spending. The former concentrates on finding the answers to the questions: Information about the motivating factor remains in the conscious mind, however.

Preference for not disclosing their real reasons for ranking. It concentrates on emotional or hidden stimuli to consumer action. Thus, it is an attempt to market below the line. Wrong or unbelievable answers are given because of two possible reasons: There are five most commonly administered tests of this kind namely: You could then run targeted marketing campaigns to enhance sales to this age group on that basis.

Motivation Research is the currently popular term used to describe the application of psychiatric and psychological techniques to obtain a better understanding of why people respond as they do to products, ads and various other marketing situations.

Consumer research definition him at parties and get-togethers and you will find that he is after a woman attractively clothed with gleaning make-up appealing to his hidden motives. Can be answered with ease and confidence. Thus, motivation research is something that goes beneath the line.

Say, how the consumers receive the new product, package advertising message and the like where surveys cross tabulations and analysis can help to find the answers. The theme of above definitions is that motivation research is to discover underlying motives, desires, instincts and emotions which provoke human behaviour and, in market research, true reasons why people buy or do not buy certain goods as distinct from the reasons they express or even imagine they act upon.

Today, the most challenging task of marketing research is to predict how people will react and why they react in a particular way in a given situation. At times, the results of customer research can be ambiguous, and you may need additional targeted research.

These projective techniques represent the test conducted to establish the personalities of the respondents and their reactions to product media advertisement package product design and the like. Definition and Techniques Article shared by: It is the psycho-analysis that helps in overcoming the inability or the reluctance of people to tell why they like or dislike a product or a service.

Function Consumer research is the foundation of many marketing departments. Considerations You must consider the trade-off between customer research and the economic benefit to your company. It reached its high peak of popularity in the latter half of s and early s.

Put in other words, consumer ability to buy is not that important; what is more important are motives behind such buying. The information it provides gives you feedback on products, marketing campaigns and future products or services, for example.

Looking at the driving forces behind customer behavior, consumer psychology and purchase patterns, it uses research techniques to provide objective information that you can use to craft products, marketing programs and advertising campaigns that increase sales and profitability.

Marketing departments can make these decisions mathematically through return on investment analysis. Conventional research does not answer this but motivation research does. It is an attempt to discover and explain why the consumer behaviour differs; why he or she behaves in a particular way?

Techniques of Motivation Research: In higher education, research results are aimed more at understanding large patterns of consumer behavior, and the results are general in nature. The results of consumer research also help to determine the most effective use of advertising and marketing dollars in a budget.

In course of time, motivation research became integrated with traditional marketing research and influenced and expanded the inventory of marketing research and research techniques. As a branch of marketing research, it aims to discover the real reasons for their purchasing preferences via sample questionnaires, interviews and the like.Consumer research is the research done on consumers’ preferences, attitudes, loyalty, usage and behavior in a market.

Consumer Research

It helps in understanding customers so that the marketing campaigns can be designed accordingly. Market research that finds the preferences, motivations and behaviors of the customer.

It is done over the phone or through surveys in the mail.


Sometimes data comes from published sources as well. Consumer research is the foundation of many marketing departments.

consumer research

The information it provides gives you feedback on products, marketing campaigns and future products or services, for example. Marketing executives rely on the results of timely and effective consumer research to make both day-to-day and long-term strategy decisions. Part of market research in which the preferences, motivations, and buying behavior of the targeted customer are identified through direct observation, mail surveys, telephone or face to face interviews, and from published sources (such as demographic data).

What Is Consumer Behavior in Marketing? - Factors, Model & Definition There are many ways to study consumer behavior but the three most common ways include: What Is Consumer Behavior in. Definition of consumer research in the dictionary.

Meaning of consumer research. What does consumer research mean?

Motivation Research: Definition and Techniques

Information and translations of consumer research in the most comprehensive dictionary definitions resource on the web.

Consumer research definition
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