Explain the various methods of measuring consumer behaviour.

Ans.

Methods of Measuring Consumer Behaviour

There are four methods of motivation research. These methods are known as the techniques or methods of studying consumer behaviour.

1. Projective Techniques: Projective techniques are used to know the purchase motivations of the buyer. Under this method no direct question is put up with the buyer regarding the motivations. Indirectly, such method is used so that buyers become motivate and express his views. Under this method it is requested to buyer to keep himself in another person’s position and tell that what will he think about the advertisement, product or other things. By applying this method actual feelings, motives, beliefs etc. can be known. Following are the main projective techniques :

(i) Thematic Apperception Test (TAT): Under this method of testing pictures are used. Pictures are given to respondents one-by-one and requested him to tell a story regarding the picture. An expert writes the things told by the respondent and he makes analysis.

(ii) Sentence Completion Test: Under the sentence completion test method some sentences are given to respondents and he completes the sentences. For example – “A person will like Thumps up because…….” Thus he expresses his motives by completing the sentence.

(iii) Cartoon Test: Under this method a cartoon and incomplete title are given to respondents and it is said to him to complete the sentence by seeing the cartoon.

(iv) Word Association Test: It is like a type of game. Under this method a word is told by the investigator and it is expected him to ask the word which arises in the mind to give the answer. Only some seconds are given to reply.

(v) Paired Pictures Test: Under this method of testing pair of pictures are used. Two different pictures are shown to the respondents and he asks to comment on any one. By applying this method internal motive can be known.

2. Interview Techniques: This method is very popular in motive investigation. Under this method investigator talks with respondent in normal environment and writes the answer given by the respondents. Deep study can be made regarding the drawbacks of the product. Deep study can be made regarding the drawbacks of the product. This method is also known as depth interview method. The outcomes received under this method are more reliable. For the success of this method it is essential that investigator should be very skilled and practical man so that he can make adjustment with the respondent and can receive true information.

3. Questionnaire Technique: It is a traditional technique. Under it a questionnaire is prepared and sent to respondents with the request to fill up it. If respondent does not take interest in submitting the questionnaire, investigator should contact with the respondent and receive the information.

4. Experience and Knowledge Technique: Knowledge and experience of the sales manager can also be applied to know the buying motives. They can decide himself that what are the buying motives of the consumer.