Tools to study of the buyer behaviour
It is important for the marketer to regularity study of the buying behaviour. Different tools available to h mot her are:
1. Surveys: this is the most common technique used in the studying of the buyer behaviour. It involves the use of questionnaires. Different scaling techniques like Likert and thrustone are used to measure consumer attitudes. The problem with survey methodology is that it gives to the market only conscious responses of the customer. Often these responses are guarded and may even be prejudiced.
2. Projective techniques: to throw the customer off his or her conscious level and to get to know subconscious level responses, projective techniques like word association picture association and thematic appreciation tests (TAT) have been used. Increasingly the marketer is turning to these qualitative techniques as they provide valuable information on his or her product or the brand, as perceived by the target group, and also about the customer's life style and self concept.
3. Focus group discussions: this is another qualitative technique use to access how customers perceive the product and the use situations. It also provides the marketer will valuable information on the target market.