Consumer Behavior Research Methods: Enhancing Pet Food Marketing Strategies
Explore consumer behavior research methods in the context of developing and marketing new pet foods for aging cats and dogs. Learn how to conduct efficient consumer research to advise companies like Purina on appealing to pet owners effectively.
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Essentials of Consumer Behavior, Essentials of Consumer Behavior, 2 2nd . Ed. nd. Ed. Debra Stephens Debra Stephens Chapter Two Consumer Research Methods
Ch. 2 Learning Activity (homework) Imagine that Purina (a large pet supply company) has decided to develop and market new and better foods for older cats and dogs. For advice on nutritious ingredients, they will consult with vets and animal nutrition experts. For guidance on how to market the new foods to consumers, they have hired you to conduct consumer research. List five to ten ECB Ch. 2 Learning Activity questions you would ask consumers with aging pets so that you can advise Purina on how to appeal to these pet-owners. In small groups, share your questions and use the best ones to create a short questionnaire.
Methods of Methods of Investigating Investigating Consumer Consumer Cognitions, Cognitions, Affect, and Affect, and Behavior Behavior Quantitative Research Consumer demographics and lifestyles (economics, sociology) Claritas zip code look-up Consumers self-reported thoughts, feelings, and behaviors (social and cognitive psychology) Consumer behaviors directly measured (multidisciplinary) Ray Burke- How Stores Track Your Shopping Behavior start video at 2:07 Sam Usher on Neuromarketing: Know why you buy
Methods of Methods of Investigating Investigating Consumer Consumer Cognitions, Cognitions, Affect, and Affect, and Behavior Behavior Qualitative Research Focus groups (sociology, psychology) In-depth interviews (psychology) examples (videos) Why you will love laddering Introduction to laddering interview How to elicit features or constructs using laddering Demo in-depth interview with mistakes How to ask in-depth interview questions Ethnography (anthropology) Next slide Netnography (anthropogy) Robert Kozinets MSI Talk (start at 4:29 for Adidas study)) REQUIRED VIEWING!!
Research Objectives Explore current habits and preferences around coffee purchases Understand how brand loyalty develops and manifests in purchasing habits Identify and explore gaps in current coffee brand experience MDRG s Ethnography of Coffee Consumption
Research Methodology- Mobile ethnography study 23 telephone in-depth interviews before and 23 telephone in-depth interviews after the mobile ethnography component Via a mobile app, respondents sent videos, photos, and texts that provided intimate glimpses into their attitudes and behaviors. MDRG s Ethnography of Coffee Consumption Findings Purchasing coffee is a ritual, hard for a brand to disrupt [P]references for local brands are tied to assumptions of quality and ethics. [C]onsumers tend to be most loyal to brands they had been exposed to in social settings work, school, etc. iii m[,
