Consumer behavior is dynamic and unpredictable in nature, that’s why it is important to track it all the time. This is a continuous process and makes two way communications possible between consumer and marketer.
Kaizen Market Research and Consultancy has a unique model and designed tool for consumer feedback system. There is various data collection techniques used for consumer behaviour research. KMRC has a good experience and exposure for consumer research and have developed different market research reports. This study is focused to understand the trend and segment wise behaviour and perception of customers.
Every consumer is unique; however there are chances that segments of consumers may have some common pattern or attitude which can be identified through this customer study which help marketer to understand customer behaviour better.
Different parameters of customer behaviour research study are as below:
Consumer behaviour is critical to understand in any market. It is the most complex and challenging task to understand consumer behavior. KMRC has developed a model to understand consumer behavior with customer feedback system on various activities and buying situations. There are many methods to read consumer behavior, however every time it requires different approach. KMRC use Focus Group Discussion, Depth Interviews and Observation methods to collect information for behavioural research of consumers.
Usage & Attitude Study
This is about usage of any product or service and the attitude of customer for the same. This generally defines usage pattern, which can also be understood with help of technology or tool like CRM and MIS. Consumer attitude study understands the trend and seasonal effect on the consumption of products or services. KMRC generally use customer survey and face to face interviews with target consumer. KMRC has also developed capability to analyze CRM and MIS data to interpret the information within it.
It is important to keep a track on the changing trend which is dynamic in nature. It is important for a marketer to understand and work accordingly. This analysis helps marketer to forecast their sales and predict the demand. Also marketer can have a proper planning to meet the seasonal changes and demand spikes. Understanding trend can also help client by increase their sales and margin.
Need Gap Analysis
The need gap analysis is a service under consumer research where a gap between need and the existing products or services can be found. This helps marketer to build new concepts based on the customer survey on existing systems. Need gap analysis opens the door of opportunity for new segments and markets.
It is important to keep a track on the changing trend which is dynamic in nature. It is important for a marketer to understand consumer trend and should take decisions based on the same. Trend analysis helps marketer to forecast their sales and predict the demand. The marketer can have a proper planning to meet the seasonal changes and demand spikes. Understanding trend can also help client in increasing their sales and margin.
Under this study, KMRC conducts Focus Group Discussion or Centre Location Test (CLT) to understand the consumer behaviour on concept, product or situation. Many times it is important to have a real-time feedback of consumers which is possible here. KMRC has a capability to cover large samples with online survey or face to face interviews. The customer actually tests the products or services and gives their feedback. Customer feedback prior to product launch decreases the risk of product failure in market.