CONSUMER BEHAVIOUR

DR. RAMA KOTESWARA RAO

CONSUMER RESEARCH
QUALITATIVE AND QUANTITATIVE
ANALYSIS

M.V.S.G PAVAN KARTHIK

17BME7003
Introduction to Nivea products:
Nivea is a personal care brand that specializes in body care. It was found on 28 March
1882 by Paul Carl Beiersdorf. its products are widely recognized and it sells some of
the best products of skin and beauty care. In 1911 first Nivea cream was launched and
now it is widely spread in many countries with more than 14 products.

Brief description of Nivea products:

When we get into the Nivea website, we can find different categories like products,
advice, highlights and Nivea world. In the first category, we have some subcategories
in cremes for face and body. In the advice section, we can find skincare advice for
men and women. In the highlights column, we can see the latest products and in Nivea
world, we can know the history of the Nivea products.
Recently they launched their new product Nivea Deodorants in the year
2015. These were termed as new age Deo’s as their application is different from other
types.

This chart shows the development of Nivea products for 100 years.
Qualitative and Quantitative research:

Quantitative: -
 This method is used to predict consumer behavior.
 This method consists of experiments, survey techniques, and observations.
 The findings are empirical and if collected randomly this can be generalized to
large populations and the data are quantitative.
Qualitative: -
 This includes depth interviews, focus groups, metaphor analysis, and
projective analysis.
 Here the sample sizes are necessarily small so that they cannot be
generalized to large populations.
 They are used to obtain new ideas for promotion campaigns.
 This method gives us insights in comprehending how the consumer behaves
 It also helps us in identifying behavior patterns and motivations.
 This helps us understand the emotional perspective of consumers decision
making.

USAGE:-
Qualitative studies assist in the following business situations:

 Market Study: Analyzing consumer interest in the company’s new idea in a

particular demographic.
 New Product Development: Understanding the actual need of the end-user.
 Creative Development Research: Pertaining to branding; what should be said
and how should it be said.
 Diagnostic Studies: Understanding how is the company’s category or brand
doing as compared to the competitor’s offerings and image respectively.

Quantitative research is most widely used for determining cause-effect relations. For
example, if the marketing budget is increased by 15%, how much is the revenue
expected to increase. If the strength between the dependent (revenue) and independent
(marketing budget) variable is strong, the test hypothesis holds true and the company
should invest more in its marketing. Thus a decisive stance can be taken from the facts
presented in this research.
If Nivea wants to launch a new product ie, they want to extend their facial
product care we can do a qualitative and quantitative study to develop a product
that has a good feedback ie it gets a good push in the market. They have to do
this research because they need to know how the product will affect their
company, whether they are prepared enough to launch the product to face the
competition in the present market. This analysis will help them in getting a fair
idea of how they can extend their product line.

QUANTITATIVE RESEARCH DESIGN:-

i. Mail Survey:- Mail surveys are a convenient and easy method to get an opinion
of the consumers about the facial product which maintains anonymity and is
inexpensive.
ii. Face to face or telephonic:- this type of survey helps the interviewer to get an
opinion on how the consumer is feeling about the product, is he really interested
or is he giving any vague or biased answers.
iii. Online:- these days the online surveys are gaining more and more popularity
and making the job of the companies very easy as they get the opinions of the
consumers within no time.
QUALITATIVE RESEARCH DESIGN:-
1. Group discussions:- This is the most effective
way of research ie we can exactly know what
they think about the product, how useful is it?.
Is it helpful to them and are they willing to buy
with a huge competition of the market?

2. Projective techniques:- sometimes the consumers may not reveal the true or
so-called ‘real’ answers as they hesitate to tell. So the following techniques will
be helpful in capturing the emotions of the consumers how they fell about the
new facial product.
 Brand personalities:- many people get attracted to the products which
have good brand personalities like film stars or cricketers. Nivea has a
good grip over the market so they can get good brand ambassadors for
their new product

rAs Nivea has a good brand image they can launch a new product easily
following the above methods.