Psychology Market

Research and consumer

behavior - a practical
synergy
 The mind ,once expanded to
the dimensions of larger ideas,
never return to its original
size---------Oliver Holmes
 Consumer Behavior
 The consumer behavior is the movement from
mind to market.
 It is defined as activities people undertake
when obtaining, consuming and disposing of
products and services.
 In simple lingo consumer behavior is “why
people buy” & “what people buy”
 Consumer behavior

Purchase of product
product features,
evaluating alternative
products brands
Obtaining

Consumer Consuming How, where & when the

behavior consumers use these
products

Disposing
How the consumer gets
rid of the product & its
packaging
 Consumer behavior can also be defined as a field of study focusing on
consumer activities. WHAT WHY and HOW people consume .

CONSUMER INFLUENCE
Culture Ethnicity
Personality Family
Income Values
Life stage Available
Attitude Opinions
Motivations Past experience
Feelings Peer groups
Knowledge

ORGANIZATIONAL INFLUENCE
Brand Product features
Advertising Word of mouth Forces
Promotions Retail displays effecting the
Price Quality consumer
Service Store ambiance
Convenience Loyalty programs
behavior
Packaging Product availability
 Marketing Research
Understanding Consumer Behavior

Who, What, Where, When Why

Description of what happens in Understanding the market and

the market identifying the underlying dynamics
Purchase decision a road map

PROBLEM (need) recognition

Search

Evaluation of alternatives

Choice

Satisfaction/Dissatisfaction
 A CONSUMER MIND

The unconscious and

subconscious
Well reasoned activities in fact determines
Buying decision the conscious
buying behavior

Evaluate the pros and cons of each

Buying behavior

Social and psychological

Biological processes that
process that consumer
produce mental activity
experience (Culture and
(Age and gender)
SEC)
 Customers decision making may sometimes
involve rational thinking

but not always!

In reality Emotions are closely interwoven with

reasoning process.
 What can be done?

 For understanding the consumer

behavior marketers opt for
researches.
 Researches help them better
understand the consumer psyche
in an elaborate way.
 One way of exploring ideas and
attitudes is.


Qualitative research
Hence market research provides information three
directions

Insight

Test

Track
 Insight

Qualitative Quantitative
 Why do you use products?
 To satisfy functional needs
 To satisfy higher order needs:
 affiliation
 association
 self-assertion
 Product

 Tangible product values

 Intangible brand values

ARMANI
COLLIZIONI
Qualitative Research Helps To…
 Get an insight into:
 Perceptions
 Attitudes
 Likes & dislikes
 Behaviors
 Generate ideas
 Identify needs
 Generate hypotheses
 Establish parameters for a quant
 Exploration of information obtained in quant
Why qualitative research works?
 Several unique aspects of qualitative research
contribute to rich, insightful results:
 Synergy among respondents
 The dynamic nature discussion process - respondents
actively engaged
 The opportunity to probe – chance to reach beyond initial
responses and rationales
 The opportunity to observe, record and interpret non-verbal
communication (i.e., body language, voice intonation)
 The opportunity to engage respondents in "play" to
overcome the self-consciousness
 Nature of Qualitative Research

 Exploratory
 Flexibility
 Ingenuity
 Informality
 Techniques

 Focus Group Discussions (FGDs)

 Mini FGDs

 In-Depth Interviews (IDIs)

 Paired interviews
 FGDs are…
 Insightful
 Provocative
 Generative
 Original
 Subjective
 “Nots” of FGDs
FGDs…
 .. do not provide objective info

 .. do not use statistical sample

 .. do not provide projectable data

 .. are not a substitute for Quant

 .. are not a decision making tool

 Exploratory/Diagnostic

 To explain a phenomenon
 Loss of market share

 Failure of promotion

 Out of ordinary success of a product

 Evaluative

 To check consumer response

 to proposed advertising

 new packaging

 change in services
 Creative Development

 develop new advertisement or product

 generate new ideas, names

 examine how attitudes are formed/ modified

 Projective Techniques
 Personification
 Cartoon Completion
 Sentence Completion
 Story Writing
Cartoon Completion
..remember the TV
ad for that new
shampoo, I think it
will work for your
hair. What do
you think?
 Sentence Completion

 The shampoo that I use is ________

 The man who smokes is __________

 Morven Gold smokers are mostly ___

 Wills appeals more to ____________

 Techniques of qualitative research
 Laddering
 A line of questioning which progresses from product
characteristics to user characteristics

 Hidden-issue
 Identification and discussion on personal “sore-spots”

 Symbolic analysis
 An attempt to analyze the symbolic meaning of objects by
comparing them with their opposites
THE NOSE DIVE
GENERATING INSIGHTS
 IMPLICIT RESEARCH
 Measures both the identity and the personality of the
product and of the brand, isolating the characteristics
that define them, determines the best positioning in
relation to the competition, identifies which and how
many segments are defined by the needs currently
existing in the market.
 It indicates to the company the main positioning traits
on which it should concentrate its efforts.
 What is Implicit research?
Description of what happens in the market
(who, what, where, when)

Descriptive
Research

Qualitative Quantitative

IMPSYS provides qualitative

Implicit Research depth of understanding
combined with the
objectivity of quantitative
methods
Diagnostic
Research
Understanding the market and identifying the
underlying dynamics (why)
 Smoking as an activity
Expressive
i c
r get Wa
En
e Brand A rm
Assertive

Affiliative
Brand B

Co dued
ol b
Su
Repressive
 Equity Models
 KAPFERERS BRAND IDENTITY PRISM
 DAVID ACKERS EQUITY MODEL
What does Identity Offer Over & Above Image?
Sending Media Receiving
Brand
Identity

Signals Brand
Transmitted Image

Competition
and
Other sources Noise
of inspiration
• mimicry
• opportunism
• idealism Too much emphasis on image can lead to greater
importance to appearance rather than inner reality
Emotional / Physical EQUITY :
David Acker

Supporters

Absentees Core Peripherals

Detractors
 Kapferer’s Brand Identity Prism

PICTURE OF SENDER

Physique Personality
EXTERNALISATION

INTERNALISATION
Relationship Culture

Reflection Self-image

PICTURE OF RECIPIENT
 Models Although Useful
Simplicity can also generate
results
 Visual Triggers
Appearance Color

Granular Fluid

Light Retains Color of

Food
Taste Melts

Less greasy

Appetizing H
ea
 Tactile Triggers
Adults activity

Smooth
function
of body
Lubrication

Greasy
activity

Energy

Nutrition

Greasy Children
 Tactile Triggers

Healthie
r

Lubricates

Melts inside activity

the body
Smooth
Melts in function
Hand of body
Tactile Triggers - Verbatim
“Jaldi slip hota hai”
“Chipak chipak nahin hoti”
“Hath mein lein tu achay ghee ka
dana mehsoos hota hai”
“Maslain gay tu patla ho kar beh jaye
ga”
“Baby oil ya zaitoon kai tail jaisa”
 Test

Qualitative Quantitative

Ad testing
Pack testing
Template testing
Product testing
Pricing
 Track

Quantitative
 Case studies
Focusing on the consumer behavior
 The aim of the study
 Consumer perception about the brand image
Including Packaging
 Brand relevance in consumer lives
 Identify the likes and dislikes for the brand
A FMCG Example
Key Insight

Category X should give health

Unbranded loose I know is not
hygienic, to make it hygienic I
=== it is my processing really
reliable have I taken out all the
bad things out of X also do I
take out all the good things along
with the bad ones ?
 Packaged
Convenient
appearance Tasty

Pure Not time bound

Easily available
Nutritious

Reliable
Germ free

Secure
 Implication for Brand X Generic
A

Convenient
B
appeareence Tasty Generic

Generic
Pure Why Not use the Ultimate
Not time bound
benefit and play on the
emotions
Easily available
Nutritious

Reliable
Germ free

Secure Generic
 Key Insight
A higher order benefit of
Can I broaden it to one the current benefits
encapsulate an all
encompassing sense of
security ?
Category X gives me a sense of
security,
 secures health of my family

Secures health of my children

Secures me as a better cook

(delicious desserts)
Secures my health
A Media Example
Role of programs in the viewers
mind
Here physical forces (age & gender)
Relaxation/ relevant programs
Time pass comes on the top of the mind
Cultural
values conscious

Age
relevant
values and
Sub conscious
interests are
conformed

Need Unconscious
fulfillments
 music
sports
cooking shows
Soaps music

HOUSEWIVES ADULT MALE

Life style
Stage shows
Talk shows
movies movies
News

Fashion shows
Documentaries Movies movies
sports
Awards
Sports Musical Comedy

TEENAGERS EARLY TEEN

Soaps
Comedy cartoons Soaps
Concerts Suspense programs music
Informative programs Fun
 Adult(20-35)
The below mentioned needs values SAFETY NEEDS
and expectation are fulfilled through ESTEEM NEEDS
the television programs. LOVE AND AFFECTION
This is one big reason why people SOCIO ECONOMIC SUCCESS
have differences in their choice of APPRAISAL
COMPETITION DOMINANCE
programs and channels. ACCOMPLISHMENT
Teenagers/YA(16-20)
AUTONOMY
AUTONOMY
ASSOCIATION WITH
ASSOCIATION WITH PEERS
PEERS
ACHIEVEMENT
SAFETY NEEDS
SAFETY NEEDS
ESTEEM NEEDS
ESTEEM NEEDS
APPROVAL
APPROVAL
Early teens(13-15)
ACCEPTANCE
APPROVAL
AFFECTION
ACHEIVEMENT
Motivators for Musical Programs
Involving Entertainment
Mood enhancement
Eye catching

Learning style/fashion Mimic songs

Dance Dress Improvement in personality

Feeling that the song is depicting their feelings and emotions Achievement
Boost self esteem Identifying with the hero
Fulfillment of needs love affection belongingness Socio economic success

Satisfaction

Deepest level