We have already studied previously all aspects of the secondary data. In this tutorial, we shall study the introductory concepts regarding the primary data. Here we shall focus mainly on the type of primary data which can be collected, the means of collecting the data and the communication methods employed.
Of course, it is easy to collect secondary data. It is also less expensive. But the research problem cannot always be tackled completely using the secondary data.
Primary data may be related to demographic characteristics of the consumers, attitudes and opinion of people, awareness about the product and so on. These aspects have been discussed below.
Demographic Characteristics
Demographic Segmentation: Buyer groups differ in their requirements from the products and their marketing responses, the low income buyers prefer beedis for smoking. Middle-income buyers smoke Wills Filter, and high-income buyers like 555 cigarettes. This is the segmentation of the buyers on the basis of income. Such segmentation can be made on the basis of any relevant demographic variable, such as age, sex, life-cycle stage ( single, married, married with children etc ), and occupation. Even education, race, religion and nationality can be the basis for demographic segmentation. Marketers generally do multivarible demographic segmentation.
The following illustrates the use of demographic variables
Age : It could be below 6, 6-12, teenage(13-19), 20-30, 31-35, 36-46, 47-60, 60 plus, 70 plus
Sex : Male, Female
Family Size : 1-2 members, 3-4 members, 5 and above
Family Life Cycle (FLC) : Young and single, Young and married and no children, Young and married and children, Young, married and older children, Old couple Demographic characteristics are called ‘ states of being’. We adopt personal interview or telephone interview or mail survey method to collect demographic characteristics. These characteristics are useful in cross-classifying the collected data.
Market Analysis Segmentation and Targeting
Income : Below 2000, 2000-3000, 3000-5000, 5000-7500
Occupation : Professional (MBA, CA, ICWA), Technical ( B. Tech, B. Pharm ), Government Servant, Businessman, Farmers, Operatives, Housewives, Unemployed, Retired/Pensioner
Education : SSC and less, 12th/HSC, Graduate, Post-Graduate, Doctoral and above
Religion : Hindu, Muslim, Parsi, Sikh, Christian, Buddhist, Neo-Buddhist
Nationality : Indian, Foreigner
Consumer Behaviour and Consumer Attitudes : Consumer behaviour means the manner which a consumer conducts himself in a particular marketing situation.
Consumer behaviour is largely the result of consumer attitudes. Attitudes influence behaviour. The term consumer attitude refers to the feeling or disposition of a consumer towards a product or towards a specific brand of a product.
Consumer attitude is shaped by the consumer’s approach to life, his leisure, work, and products. It is influenced by consumer opinion, views and their mental bearing. What products people purchase depends upon the attitudes people have towards the various products. Habits have a good influence on consumer behaviour. Consumer attitudes are linked with habits.
Attitudes affect the behaviour. The approach to environment has influenced consumer attitude to the automobile. Energy crisis has influenced the consumer choices in favour of fuel efficient cars. A separate write up on consumer attitudes has been prepared.