CENTRE FOR DISTANCE AND ONLINE EDUCATION
GURU JAMBHESHWAR UNIVERSITY OF SCIENCE AND TECHNOLOGY,
HISAR, HARYANA (INDIA), 125001
Mrs. Jhankar Consumer Behaviour
CENTRE FOR DISTANCE AND ONLINE EDUCATION
GURU JAMBHESHWAR UNIVERSITY OF SCIENCE AND TECHNOLOGY,
HISAR, HARYANA (INDIA), 125001
Consumer Behaviour
Ms. Jhankar
CENTRE FOR DISTANCE AND ONLINE EDUCATION
Topics to be discussed
Research Methods & Tools,
Types and its Relevance
Consumer as an Individual -Consumer Needs and Motivation;
Research Methods & Tools,
Research Methods
Research methods are the strategies or techniques used to collect, analyze,
and interpret data. They can be broadly divided into:
Qualitative Methods
Interviews, focus groups, case studies
Ethnography, participant observation
Content or thematic analysis
Quantitative Methods
Surveys, experiments, longitudinal studies
Statistical modeling, regression analysis
Structured questionnaires
Research Methods & Tools,
•Mixed Methods
•Combines qualitative and quantitative approaches
•Example: Using surveys (quantitative) plus interviews (qualitative) to validate findings
•Applied/Practical Methods
•Action research (solving real-world problems while studying them)
•Evaluation research (assessing programs or interventions)
Research Methods & Tools,
Marketing research relies on methods like surveys, interviews, focus groups,
experiments, and observation, supported by tools such as analytics platforms,
CRM systems, social listening software, and statistical packages to understand
customers, markets, and competitors.
Key Research Methods in Marketing
Surveys & Questionnaires
Collect structured data from large samples.
Useful for measuring customer satisfaction, product feedback, or brand awareness.
Interviews (In-depth)
One-on-one conversations to explore motivations and perceptions.
Provide qualitative insights into consumer behavior
Research Methods & Tools,
•Focus Groups
•Small group discussions moderated to uncover attitudes and opinions.
•Ideal for testing new product concepts or advertising campaigns.
•Observation
•Watching consumer behavior in natural or controlled settings.
•Helps identify unconscious habits and decision-making patterns.
•Experiments & A/B Testing
•Controlled trials to test variables like pricing, messaging, or design.
•Common in digital marketing to optimize conversion rates.
•Secondary Research
•Using existing data (industry reports, government publications, competitor analysis).
•Cost-effective and provides market context
Marketing Tools
Consumer as an Individual
Consumer as an Individual
Every consumer is unique, shaped by:
Personal characteristics: age, gender, income, education, lifestyle.
Psychological factors: perception, learning, beliefs, attitudes.
Social influences: family, friends, culture, social class.
Consumer Needs
Needs are the starting point of consumer behavior. They can be classified as:
Basic/Physiological Needs: food, clothing, shelter.
Safety Needs: security, health, financial stability.
Social Needs: belonging, love, friendship.
Esteem Needs: recognition, status, achievement.
Self-Actualization Needs: personal growth, creativity, fulfillment.
Consumer Motivation
Motivation is the driving force that turns needs into actions (purchases). It
explains why consumers choose certain products or brands.
Types of Motivation:
Rational Motivation: logical reasons like price, quality, durability.
Emotional Motivation: feelings like pride, fear, love, or joy.
Positive Motivation: desire to achieve something (buying healthy food for
fitness).
Negative Motivation: avoiding something undesirable (buying insurance to
avoid risk).
Motivation
The Process:
Need Recognition → consumer feels a gap between current state and desired
state.
Drive → internal push to reduce that gap.
Goal-directed Behavior → searching for products/services.
Satisfaction/Frustration → depending on whether the need is fulfilled.
Motivation; Goals
Key Drivers
Purpose: Knowing why something matters to you.
Autonomy: Feeling in control of your choices.
Mastery: Wanting to improve and grow.
Connection: Feeling supported or part of something bigger.
Motivation; Goals
Goals
Goals are the specific outcomes or achievements you aim for — they give
direction to your motivation.
Types of Goals
Short-term goals: Achievable in days or weeks.
Example: Finish a book this week.
Long-term goals: Require sustained effort over months or years.
Example: Become fluent in Spanish.
Motivation; Goals
SMART Goals Framework
Make goals:
How Motivation and Goals Work Together
Motivation fuels the desire to pursue goals.
Clear goals help sustain motivation over time.
Tracking progress boosts both motivation and goal achievement.