task 3: purpose of research - consumer behaviour

Consumer behaviour 

what is consumer behaviour?

Consumer behaviour is basically the publics attitudes and opinions are towards a certain topic and/or product. Its studying why people buy certain products elements of psychology, sociology and economics. Trying to understand what people want researching individuals and/or groups behaviour towards a product.

Good points:

- In depth understanding of audience

- positive outcomes for both parties 

- is an easy way to understand your audience 

Bad points:

- time consuming

- great deal of research needed for good outcome

- can sometimes be wrong

example:

Primary vs. secondary research methods.  There are two main approaches to marketing.  Secondary  research involves using information that others have already put together.  For example, if you are thinking about starting a business making clothes for tall people, you don’t need to question people about how tall they are to find out how many tall people exist—that information has already been published by the U.S. Government.  Primary research, in contrast, is research that you design and conduct yourself.  For example, you may need to find out whether consumers would prefer that your soft drinks be sweater or tarter.

Research will often help us reduce risks associated with a new product, but it cannot take the risk away entirely.  It is also important to ascertain whether the research has been complete.  For example, Coca Cola did a great deal of research prior to releasing the New Coke, and consumers seemed to prefer the taste.  However, consumers were not prepared to have this drink replace traditional Coke