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Ques 1 Establish A Relationship Between Market Research and Consumer Behavior?

This document discusses market research and consumer behavior. It establishes the relationship between market research and understanding consumer behavior. It then differentiates between two traditional approaches to studying consumer behavior: the positivist and interpretivist approaches. Finally, it discusses the current "dialectical" approach, which views consumer behavior as dynamic, interconnected with other behaviors, and arising from internal contradictions.

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Aparna JR
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37 views2 pages

Ques 1 Establish A Relationship Between Market Research and Consumer Behavior?

This document discusses market research and consumer behavior. It establishes the relationship between market research and understanding consumer behavior. It then differentiates between two traditional approaches to studying consumer behavior: the positivist and interpretivist approaches. Finally, it discusses the current "dialectical" approach, which views consumer behavior as dynamic, interconnected with other behaviors, and arising from internal contradictions.

Uploaded by

Aparna JR
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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MODULE 2: MARKET RESEARCH AND CONSUMER BEHAVIOR

LESSON III – MARKET RESEARCH AND CONSUMER BEHAVIOR I

Ques 1 Establish a relationship between Market research and Consumer Behavior?


a) Marketing Research → understand and predict Consumer Behavior
b) Consumer Research → process and tools used to study Consumer Behavior
c) Marketing research → Consumer Research

Ques 2 Discuss and differentiate between the traditional approaches to studying


Consumer Behavior?
i) Positivist Approach: also known as modernism

- earliest approach to studying consumer behavior.


- treats the study of Consumer Behavior as an applied science; the paradigm lays emphasis on
science as a means of explaining behavior.
- lays emphasis on the causes of consumer behavior; these causes are directly related to
effects.
- treats consumers as “rational”; and consumer decision making as one of “rationality” or
“rational decision making and problem solving”; consumers make purchase decisions after
collecting information and weighing all alternatives.

ii) Interpretivist Approach: also called post-modernism or experientalists


- also called post-modernism.
- lays emphasis on understanding the customer better.
- treats consumer decision making process as one which is “subjective.”

POSITIVIST INTERPRETIVIST

Consumer actions based on cause and effect A cause and effect relationship cannot be
relationship can be generalized generalized; consumption patterns and
behaviors are unique; these are
unpredictable.

Consumer actions can be objectively Consumer actions are unique and different
measured and empirically tested both, between two consumers, and/or within
the same consumer at different times and
situations.
Cannot be objectively measured, empirically
tested and generalized.

Focus: to predict consumer behavior Focus: the act of understanding the


consumption rather than predicting the act of
purchase

Methodology: Quantitative Methodology: Qualitative

Large samples Small samples

Ques 3 Write a short note on the current approaches to studying Consumer


Behavior?
b) Current approach: ‘Dialectical’
‘Dialectical’: dialectics considers all forms of human behavior, including consumption;
i) Materialism:
- consumer behavior is shaped by the ‘material environment’ eg. money, possessions etc.
ii) Change:
- consumer behavior is ‘dynamic’ in nature; it is always in a process of continuous motion,
transformation and change.
iii) Totality:
- consumption behavior is ‘interconnected’ with other forms of human behavior, like personal
self and the surrounding environment.
iv) Contradiction:
- views changes in consumer behavior as arising from its internal contradictions, like moods,
emotions.
 

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