SUB Code:: BBA ATA 202-HUMAN RESOURCE MANAGEMENT &

MARKETING MANAGEMENT

Prepared by: Dr. Ambrish Sharma

 Human Resources Management & Marketing
Management
MODULE –I Marketing Management
Unit 1: Basic Concepts – Market, Product and Brand; Marketing Environment, STPD Concept
(6L)
Unit 2: Consumer Behaviour and Market Research – Overview and Concepts(6L)
Unit 3: Advertising and Sales Promotion – Promotional Mix Elements, Advertising Models,
Concept of Digital Marketing
(10L)
Unit 4: Sales & Marketing Channels – Overview of Selling Process, Channel Design and
Functions. (8L)
MODULE –II Human Resource Management
Unit 1. HR Planning and Management – Scope, Objectives and Functions ; Recruitment &
Selection – Process and Methods (10L)
Unit 2. Human Resource Development, Performance Appraisal & Management – Concept,
Process, Methodsand Objectives.
Compensation (10L)
Unit3. Industrial Relations – Trends and Policies
Unit 2: Consumer Behaviour and Market Research – Overview and Concepts

Consumer Behaviour: “acts, processes, and social relationships exhibited by

individuals, groups, and organizations in the obtainment, use of, and consequent
experience with product, services, and other resources”.

Three phenomena involving consumer behavior:

● Activities such as acts, processes, and social relationships.
● People such as individuals, groups, and organizations.
● Experiences such as obtaining, using, and consequences.

Engel, Blackwell, and Miniard defined consumer behavior as “those acts of individuals,
directly involved in obtaining, using, and disposing of economic goods and services,
including the decision processes that precede and determine these acts”

Harold W. Berkman and Christopher C. Gilson To them consumer behavior is “the

activities of people engaged in actual or potential use of market items - whether
products, services, retail environments, or ideas” .
Scope of Consumer Behavior: The consumer behavior as a area of study tries to find
out the answers to the following questions:

What are the products people buy?

Why they buy them?

How they buy them?

When they buy them?

Where they buy them?

How often they buy them?

How is the decision process of the consumer?

Why Study Consumer Behavior?/ Importance of Consumer Behaviour :The
better the firm understands its consumers, the more likely it becomes
successful in the marketplace.

US company Procter and Gamble stated: “ Our business is based on

understanding the consumer and providing the kind of products that the
consumer wants. We place enormous emphasis on our product development
area and our marketing area, and our people knowing the consumer”.
A knowledge of consumer behavior would render immense help for planning
and implementing marketing strategies. For example, buyers’ reactions to a
firm’s marketing strategy have great impact on the firm’s success.
The Complex Nature of Consumer Buying Process:If you analyze the mind of a
consumer you will find that a set of complex often conflicting needs
simultaneously felt by him as unmet.

Stages of the Buying Process :Consumer behavior can be divided into three
very distinct stages.

Stage 1: pre-purchase stage

Stage 2: purchase stage

Stage 3: post-purchase stage

Pre-Purchase Behavior
When a consumer realizes the needs, he goes for an information search. He does
the same, so that he can make the right decision. He gathers the information
about the following −
Product Brands
Products Variations
Product Quality
Product Alternatives.

The consumer can gather information about a product depending on his age,
gender, education and product’s price, risk and acceptance.
Types of Search Activities: The information search activity can be classified into
various types such as the following −
Specific: Specific kind of activities are directly related to the problem. These kinds of
requirements need immediate assistance.
Ongoing: Consumers go on with their research for a particular period of time if they
decide or if they want to buy a particular product. Ongoing activities basically show
the work in progress.
Incidental:Now, anything that we observe incidentally or just accidentally or
naturally comes under incidental research. Such information can be observed in our
daily routine lives.
The information sources are of two types :
Internal Sources − Internal sources includes the consumer himself. Here he himself
recalls the information that is stored in his memory and uses his experiences.
External Sources − External sources of information include all sorts of interpersonal
communication with the external environment such as friends, family, marketing
people, through advertisements, etc.
Purchase: Action taken/ exchange on the basis of purchasing power
Post-Purchase Behavior
Usually, after making a purchase, consumers experience post-purchase
dissonance. They sometimes regret their decisions made. It mainly
occurs due to a large number of alternatives available, good
performance of alternatives or attractiveness of alternatives, etc.
The marketers sometimes need to assure the consumer that the choice
made by them is the right one. The seller can mention or even highlight
the important features or attributes and benefits of the product to
address and solve their concerns if any.
A high level of post-purchase dissonance is negatively related to the
level of satisfaction which the consumer draws out of product usage.
To reduce post-purchase dissonance, consumers may sometimes
even return or exchange the product.
Stages of Purchasing Process
A consumer undergoes the following stages before making a purchase decision −

Stage 1 − Needs / Requirements

It is the first stage of the buying process where the consumer recognizes a problem or a requirement that needs to be fulfilled. The
requirements can be generated either by internal stimuli or external stimuli. In this stage, the marketer should study and
understand the consumers to find out what kinds of needs arise, what brought them about, and how they led the consumer
towards a particular product.

Stage 2 − Information Search

In this stage, the consumer seeks more information. The consumer may have keen attention or may go into active information
search. The consumer can obtain information from any of the several sources. This include personal sources (family, friends,
neighbors, and acquaintances), industrial sources (advertising, sales people, dealers, packaging), public sources (mass media,
consumer-rating and organization), and experiential sources (handling, examining, using the product). The relative influence of
these information sources varies with the product and the buyer.
Stages of Purchasing Process
Stage 3 − Evaluation of Alternatives
In this stage, the consumer uses information to evaluate alternative brands from different alternatives. How consumers go about
evaluating purchase alternatives depends on the individual consumer and the specific buying situation. In some cases, consumers
use logical thinking, whereas in other cases, consumers do little or no evaluating; instead they buy on aspiration and rely on
intuition. Sometimes consumers make buying decisions on their own; sometimes they depend on friends, relatives, consumer
guides, or sales persons.

Stage 4 − Purchase Decision

In this stage, the consumer actually buys the product. Generally, a consumer will buy the most favorite brand, but there can be two
factors, i.e., purchase intentions and purchase decision. The first factor is the attitude of others and the second is unforeseen
situational factors. The consumer may form a purchase intention based on factors such as usual income, usual price, and usual
product benefits.
Stages of Purchasing Process
Stage 5 − Post-Purchase Behavior
In this stage, the consumers take further steps after purchase based on their satisfaction and dissatisfaction. The satisfaction and
dissatisfaction depend on the relationship between consumer’s expectations and the product’s performance. If a product is short of
expectations, the consumer is disappointed. On the other hand, if it meets their expectations, the consumer is satisfied. And if it
exceeds their expectations, the consumer is delighted.

The larger the gap between the consumers’ expectations and the product’s performance, the greater will be the consumer’s
dissatisfaction. This suggests that the seller should make product claims that faithfully represent the product’s performance so that
the buyers are satisfied.

Consumer satisfaction is important because the company’s sales come from two basic groups, i.e., new customers and retained
customers. It usually costs more to attract new customers than to retain existing customers and the best way to retain them is to
get them satisfied with the product.
Factors Influencing Consumer Buying Behavior
There are some factors that influence the buying behavior of a customer or
what we can say as the customer’s preference for buying a product.

Consumer behavior is basically dependent on the following four key factors −

Cultural factor − Factors like culture, sub-culture, and social class.

Social factor − Factors like reference group, secondary reference group,
and family.
Personal factor − Factors like age, sex, lifestyle, occupation, and
financial status.
Psychological factor − Factors like motivation, perception, belief, and
Marketing research can be defined as the development, interpretation and interaction of
decision-oriented information to be used in all phases of marketing process.

Managers require information in order to introduce products and services that create value in
the mind of the customer. But the perception of value is a rational one, and what customers
prioritize this year may be quite different from what they prioritize next year

.Marketing Research Vs. Market Research

Market research precisely deals with collecting information about a market's size and trends
whereas marketing research covers a range of activities and it may include market research.

Marketing research is a synchronized, systematic, analytical, and objective mannered,

research that may minimize the uncertainty in the decision making process and increase the
probability and magnitude of success.
Marketing research process include the following steps −

1. Define the problem

2. Determine research design
3. Identify data types and sources
4. Design data collection forms and questionnaires
5. Determine sample plan and size
6. Collect the data
7. Analyze and interpret the data
8. Prepare the research report
1.Problem Definition: To ensure that the true decision problem/Gap is addressed, The use
of such outcomes can assure that the purpose of the research is agreed upon before it commences

2. Research Design: After defining the issue in marketing research, we need to determine
the research design. Marketing research can further be categorized into three following categories
Exploratory research: This has the goal of formulating problems more specifically, clarifying
concepts, and collecting explanations, gaining insight, removing impractical ideas, and forming
hypotheses.
Descriptive research This is firmer than exploratory research and seeks to specify in brief uses
of a product, determine the proportion of the population that uses a product, or predict future
demand for a product.
Causal research: This explores to search for cause and effect relationships between variables.
It completes this goal through laboratory and field experiments.
3. Data Types and Sources
Secondary Data: Secondary data means the data that have been collected
previously for other purposes but that can be used in the immediate study.
Primary Data: Often, secondary data must be supported by primary data
originated specifically for the study at hand. Some common types of primary data
are demographic and socioeconomic features, psychological and lifestyle features
etc.
Primary data can be obtained by interaction or by observation. Communication
includes questioning respondents either verbally or in writing.
4.Questionnaire Design and Data Collection form
The questionnaire is an essential tool for collecting primary data. Poorly
constructed questions can result in large mistakes and invalidate the research data,
so considerable effort should be put into the questionnaire design.

A questionnaire is a list of questions or items used to gather data from

respondents about their attitudes, experiences, or opinions. Questionnaires
can be used to collect quantitative and/or qualitative information. Questionnaires are
commonly used in market research as well as in the social and health sciences
sample questionnaire
5. size of the sample can be approached from two angles viz. the subjective and mathematical.

Subjective Approach to Determining Sample Size

Mathematical Approach to Sample Size Determination

6. Data collection process :Before analysis can be performed, raw data must be groomed into the
right format. First, it must be edited so that mistakes can be corrected or removed. The data must
then be coded; this procedure transforms the edited raw data into numbers or symbols. A
codebook is made to document how the data was coded. Finally, the data is tabulated to count the
number of events falling into various categories.
7. Data Analysis and Interpretation
Cross tabulation is the most commonly used data analysis method in
marketing research. This technique divides the sample into sub-groups to
represent how the dependent variable varies from one subgroup to another. A
third variable can be launched to uncover a relationship that was initially not
evident.

Marketing Research Report

The format of the marketing research report differs as per the requirements of
the organization. The report often exhibits contents like enabling letter for the
research, Table of Contents, list of explanations, results, limitations and so on.
THANK YOU
www.inspiria.edu.in