Consumer Behavior

Topics: Marketing, Trait theory, Big Five personality traits Pages: 12 (2869 words) Published: January 29, 2013
Consumer Behaviour Assignment
Part A
Q 1 – Describe the inter-relationship between consumer behavior as an academic discipline and the marketing concept Ans The study of consumer behavior enables marketers to understand and predict consumer behavior in the marketplace; it is concerned not only with what consumers buy but also with why, when, where, and how they buy it. Consumer research is the methodology used to study consumer behavior; it takes place at every phase of the consumption process: before the purchase, during the purchase, and after the purchase.

Consumer behavior is interdisciplinary; that is, it is based on concepts and theories about people that have been developed by scientists in such diverse disciplines as psychology, sociology, social psychology, cultural anthropology, and economics.

Consumer behavior has become an integral part of strategic market planning. The belief that ethics and social responsibility should also be integral components of every marketing decision is embodied in a revised marketing concept—the societal marketing concept—that calls on marketers to fulfill the needs of their target markets in ways that improve society as a whole.

Q 2 – What is the difference between primary and secondary research? Under what circumstance might the availability of secondary data make primary research unnecessary? What are the advantages and limitations of secondary data? Ans - Primary research consists of the collection of original primary data. It is often undertaken after the researcher has gained some insight into the issue by reviewing secondary research or by analyzing previously collected primary data. It can be accomplished through various methods, including questionnaires and telephone interviews in market research, or experiments and direct observations in the physical sciences, amongst others. Primary and Secondary research are the difference in conducting the research. In Primary research, there is no data available for the researcher, hence the researcher has to start from scratch. This means that the researcher needs to design questionnaires, collect data from respondents and then analyze the result. If you are doing secondary research, the researcher has the necessary data available. These data are made available through other publications or reports, like newspaper or annual reports of companies. If the researcher is doing secondary research, there is no need to start from scratch, he or she uses the data or information done by other organizations or publications. The important thing is that there are advantages and disadvantages for both methods. Primary research is more time consuming and costly. While some secondary research may not suit the researcher's needs.

With primary research, you are collecting data yourself. i.e. if the question was how many red cars drive past in 1 hour you go out and count the cars but if the question is how many people gave up smoking in 2006 you look at the records, you don't ask everyone if they gave up somking in 06. Secondry data is not your own research basically.

(b) under following circumstances might the availability of secondary data make primary research unnecessary - THE CIRCUMSTANCES INCLUDE
-data used for developing strategic planning.
-data used for developing corporate planning.
-data used for developing business planning.
-data used for developing marketing planning.
-data used for developing demand forecasting.
etc etc
e.g. - If you are launching the same product that is available in the market before, then you don't need do primary research because in market sufficient information is available. You can use secondary data. Advantages and limitations of secondary data?

Secondary data is the data that have been already collected by and readily available from other sources. Such data are cheaper and more quickly obtainable than the primary data and also may be available when primary data can...
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