Consumer behavior research generally needs to know the information are:
What: What products or brands do consumers buy or use?
Why: Why do consumers buy or use it?
Who: Who are the consumers who buy and use products/brands?
When: When to buy and use?
Where: where to buy and use?
How much: What is the quantity purchased and used?
How: How to buy and use?
Where: Where can I get product/brand information?
Combined with the relevant information of consumption psychology and consumption concept, this paper makes a comprehensive analysis of various behaviors of consumers. 1, cluster analysis:
According to the similarity between the research objects, the market is classified and competitors are found.
2. Regression analysis:
Find out the influencing factors of something and describe its degree of influence. It can also be used to predict things.
3. Factor analysis:
Find out several essential factors from many observed variables, and grasp the reasons for things to change more clearly.
4. Related components:
Study the close relationship between variables.
5. Difference test and variance analysis:
Analyze and test whether there are significant differences between different categories or variables.
6. Correspondence analysis:
It is used to explore and study the relationship between classified variables.
7, discriminant analysis:
Use some information that has been obtained to judge its attributes.
8, combined with analysis:
Measure consumers' preferences for many product attributes, and determine consumers' choices in multi-attribute products. The study of consumer behavior constitutes the basis of marketing decision-making, and marketing decision-making can not be separated from the marketing activities of enterprise market. This is of great significance to improve the level of marketing decision-making and enhance the effectiveness of marketing strategies. It can support the following research:
1, brand image and brand management
Through the study of consumer behavior, on the basis of understanding various indicators such as popularity, purchase/usage rate, loyalty, conversion rate and reputation. And understand the image, status and evaluation of each brand in the eyes of consumers, as well as the image of product categories and brand users, and formulate brand development strategies.
2, product positioning
Only by knowing the position of products in the eyes of target consumers and whether their products are accepted by consumers can we formulate effective marketing strategies.
3. Market segmentation
Market segmentation is the basis for formulating most marketing strategies. The purpose of enterprise market segmentation is to find a suitable target market for themselves and make targeted marketing plans according to the demand characteristics of the target market, so that some unique needs of consumers in the target market can be more fully met.
4. New product development
By understanding the needs and desires of consumers and their evaluation of various product attributes, enterprises can develop new products accordingly. It can be said that consumer behavior research is not only an important source of new product creativity, but also an important way to test whether all aspects of new products, such as product performance, packaging, taste, color, specifications and so on, are qualified. , acceptable and in what areas need to be further improved.
5. Product pricing
If product pricing is out of line with consumers' affordability or consumers' recognition of product value, it is difficult to open the market for even the best products.
6, the choice of distribution channels
Where consumers like to go and how to buy products can also be learned through the study of consumers.
7. Formulation of advertising and promotion strategies
A thorough understanding of consumer behavior is the basis for formulating advertising and promotion strategies. Through the study of consumer behavior, we can understand their information acquisition, attitude and evaluation of advertising/promotion behavior, and the influence of advertising/promotion behavior on their consumption behavior, so as to formulate reasonable and effective advertising/promotion strategies. Consumer research, also known as consumer market research, is the most widely used in the field of market research, and it is also the most basic and main component of consumer goods market research. It is a market research that consumer goods manufacturers, especially civil consumer goods manufacturers, often carry out.
Consumer market research refers to the study of basic characteristics such as market environment (politics, law, society, culture and technology), demographic characteristics, lifestyle and economic level. And using various market research techniques and methods to realize the wishes and needs of consumer groups through cognition, attitude, motivation, choice, decision-making, purchase and use.
Strategic research (S&; The consumer research of P consulting includes three aspects: consumer demand research, consumer behavior and attitude research, and customer satisfaction research. Through questionnaire, interview, discussion, observation, realism and other investigation forms and means, the target consumers (including individuals and organizations) are comprehensively studied to tap the potential needs of consumers, help enterprises correctly locate products and target markets, and reduce mistakes in product selection and market selection. On the basis of full investigation and study, further evaluate the attractiveness of the potential market, evaluate the competitiveness of enterprises in this market, and formulate corresponding marketing strategies.
Behavior and attitude research
By studying the consumer psychology, consumer behavior, consumer demand, consumer motivation, consumer decision-making process and information acquisition channels of different groups of consumers on a product (or place), it can be used as an important basis for enterprise product market positioning and marketing decision-making. Our consumer research model can help enterprises understand their consumers deeply and lay a foundation for product positioning, demand analysis and core competitiveness.
Research on customer satisfaction
Customer satisfaction research, also known as CSR (Customer Satisfaction Research), is a new survey technology. The purpose of this survey is to investigate consumers' satisfaction with enterprise products and services, including satisfaction rate, customer loyalty rate, customer complaint rate and recommendation rate of others. Usually, the survey is a continuous quantitative study, and the survey methods used include telephone survey, household survey, mystery customer survey and email survey. Satisfaction research is one of the research fields that Champ Consulting is good at. Up to now, nearly 100 special studies on satisfaction have been completed, and our own satisfaction research model has been established.