Classification of 1. Consumer Behavior Research Methods

The consumer behavior research methods of market research companies can be divided into two categories: quantitative research and qualitative research. Quantitative research is a research method that describes and explains the patterns and trends of consumer behavior by collecting and analyzing large amounts of numerical data. Qualitative research refers to the research method of exploring and understanding the deep meaning and motivation of consumer behavior by collecting and analyzing a small amount of non-numerical data.

1. Quantitative research

The main features of quantitative research are:(1) the use of structured or semi-structured data collection tools, such as questionnaires, tests, observations, etc.;(2) the use of random or stratified sampling methods to ensure the representativeness and generalization of the data;(3) the use of statistical analysis or mathematical modeling methods to test hypotheses or extract key variables;(4) the use of objective and logical interpretation, to present patterns and trends in the data.

The main advantages of quantitative research are:(1) It can provide a large amount of data to support objective and reliable conclusions;(2) It can measure and quantify all aspects of consumer behavior to support accurate and detailed analysis;(3) It can compare and evaluate different consumer groups, products, markets or strategies to support effective and optimized decision-making.

The main shortcomings of quantitative research are:(1) It cannot deeply understand the intrinsic motivations, emotions and attitudes of consumer behavior to support a deep and comprehensive understanding;(2) It cannot flexibly adapt to the diversity and complexity of consumer behavior to support Innovative and flexible solutions;(3) The social and cultural background of consumer behavior cannot be fully considered to support sensitive and adaptive communication.

The applicable scenarios of quantitative research are:(1) when the main influencing factors of consumer behavior are clear and can be measured by numerical data;(2) when the target group of consumer behavior is large and can be represented by random or stratified sampling methods;(3) when the purpose of consumer behavior research is to describe and explain existing or expected laws and trends.

2. Qualitative research

The main features of qualitative research are:(1) the use of unstructured or flexible data collection tools, such as interviews, focus groups, experiments, scenario analysis, etc.;(2) the use of meaningful or special sampling methods to ensure the depth and quality of the data;(3) the use of content analysis or thematic analysis methods to discover potential or hidden meanings and relationships;(4) Subjective and multivariate interpretations are used to present the content and dimensions of the data.

The main advantages of qualitative research are:(1) It can provide rich data to support a deep and comprehensive understanding;(2) It can explore and reveal the motivations, emotions and attitudes of consumer behavior to support sensitive and adaptive communication;(3) Able to adapt and create the diversity and complexity of consumer behavior to support innovative and flexible solutions.

The main disadvantages of qualitative research are:(1) it cannot provide a large amount of data to support objective and reliable conclusions;(2) it cannot measure and quantify all aspects of consumer behavior to support accurate and detailed analysis;(3) it cannot Compare and evaluate different consumer groups, products, markets or strategies to support effective and optimized decision-making.

The applicable scenarios of qualitative research are:(1) when the main influencing factors of consumer behavior are not clear or can not be measured by numerical data;(2) when the target group of consumer behavior is small, or it needs to be represented by meaningful or special sampling methods;(3) when the purpose of consumer behavior research is to explore and understand new or implied meanings and relationships.

Case Analysis of 2. Consumer Behavior Research Methods

To better illustrate how market research firms use consumer behavior research methods to provide valuable insights and recommendations to customers in different industries, this paper selects the following three cases for analysis:

1. Automotive Industry: Quantitative Research Qualitative Research

A market research company was commissioned by an international car brand to conduct a consumer behavior study on the Chinese market to understand Chinese consumers' perceptions, attitudes and willingness to buy the brand, as well as the main factors that influence their purchase decisions. The market research company used a combination of quantitative and qualitative research to carry out the following steps:

Quantitative research: The market research company designed a questionnaire including brand awareness, brand image, brand loyalty, purchase intention, purchase decision, etc., and conducted a survey of 1000 car consumers across the country through the Internet and telephone. Through the statistical analysis of the questionnaire data, the market research company reached the following conclusions:

The brand is well-known in the Chinese market, but the brand image is not prominent enough, and the differentiation with competitors is not obvious;

The loyalty of the brand is low, and consumers' satisfaction and recommend for the brand are low. The main reason is that they are not satisfied with the product performance, price, after-sales service and other aspects of the brand;

The brand's purchase intention is higher, but it is mainly affected by consumers' personal income, household expenditure, automobile policy and other factors;

The purchase decision of the brand is mainly influenced by consumers' personal preferences, social influence, information sources and other factors.

Qualitative research: Based on the results of quantitative research, the market research company selected a representative group of consumers and conducted in-depth interviews and focus group discussions. Through the analysis of the content of the interviews and discussions, the market research company reached the following conclusions:

The reason why the brand's brand image in the Chinese market is not outstanding enough is that the brand does not have a clear positioning and differentiation strategy, does not fully reflect the core advantages and value proposition of its products, and does not effectively convey its brand culture and philosophy;

The reason for the brand's low loyalty is that the brand has not established a long-term and stable relationship with consumers, has not collected and processed consumer feedback and suggestions in a timely and effective manner, and has not provided sufficient incentives and reward mechanisms to increase consumer satisfaction and loyalty;

The reason for the brand's high purchase intention is that the brand's products still have certain attractiveness in terms of design, function, and safety. Consumers still have certain recognition and trust for the brand's products, and they also have certain expectations and expectations. desire;

The purchase decision of the brand is mainly affected by consumers' personal preferences, social influence, information sources and other factors. The reason is that when consumers buy a car, they not only consider the performance and price of the product, but also consider the conformity and applicability of the product., And the social and emotional value of the product. Therefore, consumers will refer to the opinions and suggestions of others according to their own preferences and needs, as well as obtaining and comparing different sources of information to make the final purchase decision.

Recommendations: Based on the results of quantitative and qualitative research, the market research company made the following recommendations for the car brand:

Clarify and highlight the brand image, fully reflect and convey the core advantages and value proposition of the product, as well as the brand culture and concept, and enhance the brand's popularity and reputation by formulating and implementing effective brand positioning and differentiation strategies;

Establish and maintain brand loyalty, through the establishment and implementation of effective consumer relationship management system, timely and effective collection and processing of consumer feedback and suggestions, provide sufficient incentive and reward mechanism, increase consumer satisfaction and loyalty;

Improve and transform the purchase intention of consumers by developing and launching new products and services that meet the needs and preferences of consumers, providing reasonable and competitive prices and concessions, and providing convenient and efficient channels and methods to improve and transform the purchase intention of consumers;

Influence and facilitate purchasing decisions by utilizing and integrating different marketing communication tools, such as advertising, PR, promotion, social media, etc., to provide valuable and influential information and content to influence and facilitate consumers' purchasing decisions.

2. Garment Industry: Qualitative Research

A market research company was commissioned by a domestic clothing brand to conduct a consumer behavior study for young female consumers, aiming to understand young female consumers' cognition, attitude and purchase behavior of the brand, as well as the main factors affecting their purchase behavior. The market research company used a qualitative research approach and carried out the following steps:

Qualitative research: The market research company designed an interview guide that includes brand awareness, brand attitude, purchase behavior, purchase motivation, purchase barriers, etc. Through the Internet and face-to-face methods, 50 young female consumers across the country In-depth interviews were conducted. Through the analysis of the content of the interviews, the market research company reached the following conclusions:

The brand awareness of the brand among young female consumers is low, mainly because the publicity and promotion of the brand are not extensive and effective enough, and there is no obvious brand impression and memory;

The brand attitude among young female consumers is relatively neutral, mainly because the products and services of the brand do not bring enough satisfaction and happiness to consumers, and do not form strong brand preferences and trust;

The purchase behavior of the brand among young female consumers is relatively low, mainly because the brand's products and services do not match the needs and preferences of consumers, and there is no strong purchase motivation and willingness;

The purchase motivation of the brand among young female consumers is mainly to meet basic functional and practical needs, such as warmth, comfort, durability, etc., rather than to meet high-level emotional and social needs, such as beauty, fashion, and personality. Wait;

The purchase barriers of the brand among young female consumers are mainly the high prices of the brand's products and services, which are not in line with consumers' budgets and expectations, and the low availability of the brand's products and services, which are not in line with consumers' convenience and efficiency.

Recommendations: Based on the results of the qualitative research, the market research company made the following recommendations for the clothing brand:

Improve and enhance brand awareness, through the development and implementation of effective brand promotion and promotion plans, the use of different marketing communication tools, such as advertising, public relations, promotion, social media, etc., to improve brand exposure and awareness, enhance brand impression and memory;

Establish and improve brand attitude, develop and launch new products and services that meet the needs and preferences of young female consumers, provide high-quality and professional pre-sales, in-sales, and after-sales services, and establish and improve consumers' preferences and trust in brands;

Increase and stimulate purchasing behavior, and increase and stimulate consumers' purchasing behavior by providing reasonable and competitive prices and concessions, and providing convenient and efficient channels and methods;

Satisfy and stimulate the purchase motivation, by understanding and analyzing the psychological and emotional needs of young female consumers, such as beauty, fashion, personality, etc., through the design and display of products and services that meet these needs, to satisfy and stimulate the purchase motivation of consumers;

Eliminate and reduce barriers to purchase by adjusting and optimizing pricing strategies for products and services in line with consumer budgets and expectations, and by expanding and improving distribution networks for products and services in line with consumer convenience and efficiency.

3. Tourism Industry: Quantitative Research

A market research company was commissioned by an international travel platform to conduct a consumer behavior study on the Chinese market to understand the use, satisfaction and loyalty of Chinese consumers to the platform, as well as the main factors affecting their use behavior. The market research company used a quantitative research approach and carried out the following steps:

Quantitative research: The market research company designed a questionnaire that includes the frequency of platform use, platform use purpose, platform use experience, platform use satisfaction, platform use loyalty, etc., through the Internet and telephone, 2000 people across the country A survey of travel consumers. Through the statistical analysis of the questionnaire data, the market research company reached the following conclusions:

The platform is used frequently in the Chinese market, with about 80% of consumers using the platform at least once a year and about 40% using the platform more than three times a year;

The use of the platform in the Chinese market is mainly to book domestic or international hotels, air tickets, travel packages, etc., about 60% of consumers use the platform to book hotels, about 50% of consumers use the platform to book air tickets, about 30% of consumers use the platform to book travel packages;

The platform has a good experience in the Chinese market. About 90% of consumers think that the interface design, function setting, information content, operation process and other aspects of the platform are very convenient and friendly. About 80% of consumers think that the platform is competitive and reliable in terms of price concessions, service quality and security;

The platform has a high degree of satisfaction in the Chinese market. About 85% of consumers have scored more than 4 points (out of 5 points) on the overall satisfaction of the platform, and about 75% of consumers have scored more than 4 points on all aspects of the platform;

The platform has strong loyalty in the Chinese market. About 70% of consumers said they would continue to use the platform, about 60% of consumers said they would recommend the platform to others, and about 50% of consumers said they would choose the platform first.

Recommendations: Based on the results of the quantitative research, the market research firm made the following recommendations for the travel platform:

Maintain and improve the frequency of use, by maintaining and improving the functionality and practicality of the platform, to meet the basic travel needs of consumers, such as booking hotels, air tickets, travel packages, etc., through the development and introduction of more innovative and value-added products and services, to meet the high-level travel needs of consumers, such as customized tourism, experience tourism, theme tourism, etc;

Maintain and improve the user experience, improve the usability and friendliness of the platform by continuously optimizing and improving the interface design, function setting, information content, operation process and other aspects of the platform, and improve the competitiveness and trustworthiness of the platform by continuously adjusting and optimizing the price preference, service quality, security and other aspects of the platform;

Maintain and improve the use of satisfaction, through regular and effective collection and analysis of consumer feedback and suggestions, timely and effective resolution of consumer problems and complaints, improve consumer satisfaction and loyalty;

Maintain and improve the use of loyalty, through the establishment and implementation of an effective consumer relationship management system, to provide sufficient incentives and reward mechanisms, such as points, coupons, membership cards, etc., to increase consumer reuse and recommend behavior, improve consumer loyalty and reputation.