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The document discusses various types of marketing and consumer research including brand association research, brand attribute research, positioning research, and segmentation research. It aims to understand consumer perceptions of hair oil brands through examining factors like brand associations, key brand traits, how brands are positioned versus competitors, demographic and psychographic characteristics of target buyers, and consumption patterns based on age, ingredients, and fragrance. The research seeks feedback on categories and brands as well as analyzing what influences target customers.

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Shivan Goyal
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© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
234 views3 pages

Perceptual Map

The document discusses various types of marketing and consumer research including brand association research, brand attribute research, positioning research, and segmentation research. It aims to understand consumer perceptions of hair oil brands through examining factors like brand associations, key brand traits, how brands are positioned versus competitors, demographic and psychographic characteristics of target buyers, and consumption patterns based on age, ingredients, and fragrance. The research seeks feedback on categories and brands as well as analyzing what influences target customers.

Uploaded by

Shivan Goyal
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Perceptual Map

Perceived Quality(High)
Clinic Plus Dabur Vatika

Nihar Amla Parachute

Price(Low)

Hair & Care

Perceived Quality(low)

Price(High)

Kinds of Marketing and Consumer Research


Brand Association Research Brand Attribute Research Positioning Research What do consumers associate with the brand? What are the key traits that describe the brand promise? How does the target market see the brand relative to competitors? What does the brand stand for? To determine the demographic, psychographic, and behavioural characteristics of potential buyers

Segmentation Research

Marketing and Consumer Research Objectives


Feedback from users about the various categories and brands of hair oil Influence of fragrance on consumption patterns

Demographic and psychographic analysis of target segment

Factors affecting the perception of hair oil brands

Consumption pattern across various age groups

Influence of ingredients on consumption patterns

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