Consumer Research System
Complete and clear description of the characteristics of the consumer population, analysis of behavioral characteristics and behind the chain, to provide advanced theoretical system for the study of the crowd.
Consumer, is a very important part of enterprise marketing. Enterprises through the brand, product, service three major carriers, the enterprise value to the consumer. According to their needs, consumers have to assess the value of the enterprise transfer, and then form their own value, and finally pay for the value of the enterprise. That transfer - acceptance - pay the link, the formation of a number of market behavior of the column.
Enterprises in the marketing planning, accurate understanding of the analysis of some of the market behavior, to grasp the consumer and demand, determine the success of the marketing plan. Thus, consumer research and research, is an integral part of the enterprise marketing link.
Consumer research originated from the social survey, developed from the market research should be used to investigate a variety of research methods and systems.
In the traditional line of consumer research, PFG with psychology, sociology, economics of the three basic theories, also according to China's social and historical and cultural characteristics, characteristics of Chinese people, in the years of experience in the application of construct consumer research various application system model, and ultimately for the enterprise marketing planning to provide an objective, true, effective consumers survey data.
On the other hand, PFG's own online big data technology development advantages, CCP platform technology patents, but also for the traditional consumer research provides a broader, more comprehensive analysis of ideas and systems.
PFG consumer research, can help enterprises to clearly grasp the market planning target consumer trends, providing information for enterprise value funny foundation.
Internal and external causes, is a core theory of psychological research population. Psychology believes that any behavior of the crowd, by the internal factor + external factor driven by the analysis of a behavior characteristics, there is a cause or external cause.
Internal and external factors, in the PFG research system, and distinguish between internal and external factors, external factors and internal factors, external analysis system. The research system of internal factors: Based on the basic psychology, the focus is on the analysis of the crowd itself. In the study of the characteristics of consumer behavior, the factors behind the impact of psychological change process, the psychological characteristics of the common. a)Psychological process of change: feeling (single attribute test), perception (the whole property testing), memory / thinking (knowledge, familiarity, image association), emotional / will (preference, reputation, the possibility to buy), demand and motivation (inner needs and buying motives). b)Psychological characteristics: ability, temperament and character, corresponding to the integrity of the individual, social, personality characteristics The combination of the two analysis, to be clear, there is a logical description of the identification of target consumers, while the consumer market behavior behind the factors behind the formation of a complete dynamic chain of people. Crowd external research system: while a person is not an independent person, but social people, social factors in the chain is also very important, the crowd is in the situation (social situation) is an essential part of; a)Normal situation: in the absence of the purchase, the daily social environment. Part of the purchase of the early stage of the information is not conscious of the accumulation of information and the key to the formation of the brand; b)Select the situation: the purchase of the decision-making process of the social environment, the initiative to obtain information is the focus of consultation; c)Experience: past experience, word of mouth, is the immediate impact on the consumer experience, which is currently the product selection process is very important. |