1.
1
•

2.
IN THIS UNIT YOU WILL STUDY
ABOUT
•MARKETING RESEARCH- importance, process
and scope, marketing information systems-
meaning, importance and scope.
•Consumer Behaviour- Concepts, importance &
Factors influencing consumer behaviour
2

3.
•
• —The American Marketing Association
3

4.
•
• —Philip Kotler
4

5.
NATURE OF MARKETING RESEARCH
5

6.
IMPORTANCE OF MARKETING RESEARCH
TO BUSINESS AND INDUSTRY
• Decision making tool
• Management planning
• Problem solving
• Control technique
• Large-scale production
• Complex market
• Pattern of consumption
• Suitable marketing operation
• Pricing
• Marketing strategy
• Distribution
• Sales promotion
6

7.
IMPORTANCE OF MARKETING
RESEARCH TO ECONOMY
Avoid crisis
Reduce
recession
National
Income
DistributionEmploymentProduction
7

8.
SCOPE OF MARKETING RESEARCH
• Market and customer research
• Promotion research
• Distribution channel research
• Motivation research
• Product research
• Pricing research
• Sales research
• Advertising research
• Policy research
8

9.
FUNCTIONS OF MARKETING
RESEARCH
Evaluating
Explaining
Predicting
Assisting
9

10.
PROCESS OF MARKETING RESEARCH
Identifying and
defining research
Extensive literature
survey
Formulation of
hypothesis
Preparing the
research design
Determining
sample design
Collecting the data
Execution of the
project
Analysis of data
Testing of
hypothesis
Generalization and
interpretation
Preparation of the
report or the thesis
10

11.
TECHNIQUES OF MARKETING
RESEARCH Survey method
Experimentation
Distributor or store audits
Panels/Consumer panels
Content Analysis
Observation method
Warranty cards
Pantry audits
Use of mechanical devises
Focus group
Field trials
11

12.
FACTORS INFLUENCING MARKETING
RESEARCH DECISIONS
12

13.
LIMITATIONS OF MARKETING
RESEARCH
13

14.
•
• —Cundiff, still and Govoni
14

15.
CHARACTERISTICS OF MIS
• MIS is a consciously developed master plan for information flow. It is an ongoing
process and operates continuously.
• MIS provides integration and co-ordination among marketing planners, salesforce and
external environment
• MIS is future oriented. It anticipates and prevents problems as well as solves marketing
problems.
• MIS provides scientific base to marketing with the help of operations research
techniques
• Management gets a steady flow of information on a regular basis, the right
information. For the right people, at the right time.
15

16.
IMPORTANCE OF MIS
Help
understand
customer's
needs and
wants
Help Assessing
Needs of Customers
Capture Interaction
between firms and
customers
Attract potential
customers
Helps assessing
customer’s buying
behavior
16

17.
SCOPE OF MIS
17

18.
COMPONENT OF MIS
18

19.
INTERNAL MARKETING INFORMATION
• The most basic information system used by marketing managers is the internal records
system.
• They include detailed reports on orders, sales, prices, inventory levels, receivables,
payables and so on .
• By analysing this information, marketing managers can spot important opportunities
and problems.
• All enterprises which have been in operation for any period of time have a wealth of
information. However this information often remains underutilised because it is
compartmentalised, either in the form of an individual entrepreneur or in the
functional departments of larger businesses.
19

20.
MARKETING INTELLIGENCE SYSTEM
• Marketing intelligence is the systematic collection and analysis of publicly available
information about competitors and developments in the marketing environment.
• A MIS is a set of procedures and sources used by managers to obtain their everyday
information about relevant developments n the marketing environment.
• The scanning of the economic and business environment can be undertaken ina
variety of ways, including:
20
Unfocussed
scanning
Semi-focused
scanning
Informal
search
Formal search

21.
MARKETING RESEARCH
• Marketing research is the third component of MIS.
• Marketing research is the systematic design, collection,
analysis and reporting of data and findings relevant to a
specific marketing situation facing the company.
• Marketing research is only a part of MIS, while MIS is an
ongoing system
• Thus, MIS is a wider concept than marketing research.
21

22.
ANALYSIS AND PROCESSING OF
INFORMATION
• Within the MIS there has to be the means of interpreting information in order to give
direction to decision. These models may be computerised or may not. Typical tools are:
• Time series sales models
• Brand switching models
• Linear programming
• Elasticity models
• Regression and correlation models
• Discounted cashflow
• These are similar mathematical, statistical, econometric and financial models are the
analytical sub-system of the MIS. A relatively modest investment in a desktop computer is
enough to allow an enterprise to automate the analysis of its data.
22

23.
LIMITATIONS OF MIS
Not
Preferred
Depends on
database
Requires
new set of
skills
Installing the
software is
expensive
23

24.
•
• —Belch and Belch
24

25.
CONSUMER BEHAVIOUR
• It is study of when, why, how and where people do or do not buy a product.
• It blends elements from psychology, sociology, social anthropology, and
economics.
• It attempts to understand the buyer decision making process, both individually
and in groups.
• The term consumer buying behaviour, end user behaviour and buyer
behaviour all stands for the same.
• Consumer behaviour may be defined as the decision process and physical
activity individuals engage in when evaluating, acquiring, using, or disposing of
goods and services.
25

26.
NATURE OF CONSUMER BEHAVIOUR
• Systematic process
• Different for different customers
• Varies across regions
• Reflect status
• Improves standard of living
• Information search
• Influenced by various factors
• Different for different products
• Vital for marketers
• Result in spread-effect
26

27.
IMPORTANCE OF CONSUMER
BEHAVIOUR
27

28.
FACTORS INFLUENCING CONSUMER
BEHAVIOUR
Psychological
factors
Personal
factors
Social factors
Cultural
factors
28

29.
CULTURAL FACTORS
Culture
Sub culture
Social class
29

30.
SOCIAL FACTORS
Reference groups
Family
Roles and status
30

31.
PERSONAL FACTORS
Personality
and self
concept
Life styleOccupation
Age and
life cycle
stage
31

32.
PSYCHOLOGICAL FACTORS
Beliefs &
Attitude
LearningPerceptionMotivation
32

33.
BUYING DECISION PROCESS
Problem
recognition
Pre-Purchase
information
search
Evaluation of
Alternatives
Purchase
decision
Post purchase
behavior
33

34.
BUYING HABITS OF CONSUMERS: LEVELS
OF CONSUMER DECISION-MAKING
34