Most Popular Concepts in Marketing

4Ps by SWOT by
E. Jerome Albert S.
McCarthy Humphrey

STP by
Philip Kotler
Market STP Strategy
 Vital Concepts
The process of dividing a market into subsets
of consumers with common needs or
• Market Segmentation
characteristics.

The process by which a company creates a

• Positioning distinct image and identity for its products,
services, and brands in consumers minds.

The process by which a company strategically

• Repositioning changes the distinct image and identity of that
its products, services and benefits.
 Nostalgia and Branding
Made for old, sold to young
Made for offline, sold online
https://www.saregama.com/
Vikram Mehra (MD)
• Founded in 1901 it is India's oldest music label owned by the RP- Sanjiv Goenka Group of companies.
• In 2013 had to shut down stores across country as consumers were shifting towards digital musical avenues

Research on Consumer Behavior

• 1.1 billion subscribes on Youtube, Savan, and Gaana and came up with catalogue of 5000 songs
• People from the age of 40+ loved old music but had trouble in downloading or using digital avenues
• 50+ age group had FM radio, however were irritated with advertisements
• Most feared to get knowledge from their younger generation (tear 2 and 3)
• Targeted 40+ and millennial. Research by Morgan and Stanley (70% of household expenses is made by
millennial)
• 2018 South Asian brand of the year with 2 Million unit sales
• No Internet, No TV
• 5000 inbuilt song
 Market Segmentation

https://www.soulflower.biz/ https://brandequity.economictimes.indiatimes.com/news/marketing/cats-and-star-signs-put-the-soul-in-body-care-brand-soulflower/58474506
 Market Segmentation
• Heterogeneity between Groups

• Homogeneity within Groups

Consumers

Cluster1 Cluster 2
Distinct

• Demographically heterogeneous (Example Income/ Education)

• Consumption pattern wise are homogeneous (Within the cluster they are same)

• At times there will be consumers from different clusters, who will postulate similar preferences.
Example of Cluster and Factor Analysis
Marketing Research
• Collate data pertaining to various attributes

• List of consumers

• Various products preferred

• Analyze the data

• Factor Analysis

• Cluster Analysis

• Profiling

• Volume used

• Location

• Family type 1
4
• Product preferences
 Market Segmentation
Consumer Based Consumption Based
 Marketing Research Geographical Division

• East • South • North • North East

• Bihar – Andhra Pradesh – Jammu and – Assam
• Odisha – Telangana Kashmir – Sikkim
• Jharkhand – Karnataka – Himachal – Nagaland
• West Bengal – Kerala Pradesh – Meghalaya
– Tamil Nadu – Punjab – Manipur
– Uttarakhand – Mizoram
• West
• Rajasthan • Central – Uttar Pradesh – Tripura
• Gujarat – Madhya Pradesh – Haryana – Arunachal
• Goa – Chhattisgarh – Delhi Pradesh
• Maharashtra
Regional Differences Among Consumers
 Age wise Segmentation

• Millennials (18 – 34)

• Generation X (34 – 46)

• Younger Boomers (47 – 56)

• Older Boomers (57 – 65)

• Old Consumers (66 – 74)

• Consumers over 75
 Psychographic Segment
Segmenting consumers as per
• Personal Values
their lifestyles, which consists of
consumers activities, interests and • Apparel and Fashion
opinions. (AIO)
• Gift Giving

• Personal Relationships

• Buying Online

• At Leisure

https://www.indiatoday.in/trending-news/story/woman-doing-rajasthani-folk-dance-on-rollerblades-is-winning-internet-in-viral-video-seen-it-yet-1868398-2021-10-23
Krishna Kanwar Gehlot
Segments and Spillovers

Chiapas, Mexico
 Power of Brand Personification – The way they make us feel
Content is fire, Social media is Gasoline

• Energy Drink

• Non Alcoholic beverage

• Not Great at Taste

• Neither Healthy

• Sells about 7.5 billion units a year

• Company spent 65 million USD (₹ 495 Crore)

• Competitors and critics termed it to be irrational

spending.
Power of Brand Personification – The way they make us feel
Content is fire, Social media is Gasoline

8 million
live streams
(Highest)

3.2 million
1 million
Tweets
Shares

• Publicity worth a billion USD

News channels
started reporting • 7% surge in sales in six months.

52 million
• Revenue increased by 1.6 billion
webcast
USD
Consumer Behavior Research and Experimental Design
 Content of the Session

• Research - Types of Research

• Types of Sampling Technique

• Data – Types

• Analysis - Types
• Research –
Godwin Colibao: "In the broadest sense of the word, the definition of research
includes any gathering of data, information, and facts for the advancement of
knowledge”. (Also includes interpreting the same) – Review of Literature

• Academic Disciplines
• Science
Chemistry, Biomedical Engineering, Biophysics, Genetics, Physics.

• Social Science
Anthropology, Archaeology, Demography, Economics, History, Human Geography, Jurisprudence, Linguistics,
Management, Political Science, Psychology, and Sociology.

• Humanities
Ancient And Modern Languages, Literature, Philosophy, Geography, History, Religion, Art and Musicology.
Marketing Research (Types)
Basic vs Applied

Qualitative vs Quantitative

Experimental vs Non Experimental

• Exploratory
• Descriptive
1)Cross sectional (Different individuals at same time)
2) Longitudinal
• Historical

Analytical Research

Correlational Research

Action Research
 Basic / Fundamental / Pure Research
The main motivation here is to expand man's knowledge, not to create or invent
something. “Basic Research is designed to add to an organized body of scientific
knowledge and does not necessarily produce results of immediate practical value.” Such a
research is time and cost intensive. The research which is done for human welfare, animal
welfare and plant kingdom welfare.

Example: Study the existing theories (Education Institutions)

Applied / Empirical Research

Applied research is designed to solve practical problems of the modern world, rather
than to acquire knowledge for knowledge's sake. The goal of applied research is to
improve the human condition. It focuses on analysis and solving social and real life
problems.
Example: Decrease in birth rates / Increase in Death Rates
 Qualitative Research
Qualitative research is collecting, analysing and interpreting data by observing what
people do and say. 

Example: It is field focused (Interview, FGD, Observation, Participation)

Quantitative Research
Research is based on numeric figures or numbers. Quantitative research aim to
measure the quantity or amount and compares it with past records and tries to project
for future period. In social sciences, “quantitative research refers to the systematic
empirical investigation of quantitative properties and phenomena and their
relationships”. The objective of quantitative research is to develop and employ
mathematical models, theories or hypothesis pertaining to phenomena.
Example: Questionnaire, Survey
Types of Qualitative Research
In social science we are to do with human psychology
 Qualitative Research
1. FGD (Focus group discussion) Expert meet (Horlicks Milk Biscuits).

2. Projective Technique
 Qualitative Research
3. Case Studies (create a empathetic situation / Psychology)

4. Grounded Theory (Collecting information considering a theory / inductive)

5. Ethnography (Entire history and Journey)

(Trobriand Islands) (Siddi)
 Qualitative Research
6. Observations

7. In depth Interviews
(Face to face or Telephonic) (taped or voice recorded)
 Experimental Research
• Respondents [Independent Variables] are control groups. (Mileage Testing / Reed)
Eg: Laboratory Tests / Arranging an situation

• Cause and Effect / Causal Research

Eg : Training

Non Experimental Research (no control over variables)

• Exploratory Research
• Descriptive Research
• Ex post facto
• Historical Research
 Exploratory Research / Ex post facto
Tsunami / Nirav Modi

• Very few or no studies on the topic.

• Conducted after occurrence of an event
• Researcher involvement is very high and it is costly at times
• Results cannot be predicted in advance and testing of hypothesis is very difficult

Descriptive Research
• Already research has happened. Similar in different time or area.
– Cross Sectional Study (research at current time)
– Longitudinal (10 yrs before, and 10 years future)

Historical Research
• Examine past events, Primary – remains, secondary (Literature)
 Correlational Research
• If we take Advertisement, Sales promotion and Personal selling influences Sales.
(There is no relation between IT Sales and Health of infants in India)

• First we need to see whether there is relationship between Advertisement and

Sales.

• The variables with no correlation between independent and dependent variable are
not to be considered. (< 0 ie in negative)

• There can be positive relation (< 50 weak, 50 to 70 Moderate, 70 to 100 strong)

Correlation
 Analytical Research
• It addresses the question of “why” and “how”
• Example: Advertisement influences Sales is Descriptive Research.

• Why it influences is Analytical Research

• Message
• Brand Ambassador
• Time duration
• Creativity

• This can be studied through :

• Regression
• SEM (Structured Equation Model)
• Path analysis
 Action Research
• Solution to a immediate problem
• Inclined towards Applied Research

• Individual : one
• Collaborative : two or more
• School wide : Entire Population
Sampling Techniques
 Types of Data
• Qualitative Data / Conceptual Data

• This data type is non-numerical in nature and it does not refer to the aspects that
can be numbered or measured.
• Example: Text / Script / Names… (Content Marketing)

• Forms of recording: Interview or Observation technique (Writing), Video

recording, Voice recording.

In your questionnaire: We state - Kindly suggest your opinion about a phenomena or

aspect.

Analytical Tools: MsExcel, R, Python, NVIVO, Tableau,( https://worditout.com/ )

Type of Analysis: SENTIMENT ANALYSIS List the highest repeating words, Word Cloud
 Types of Data

• Quantitative Data

• Quantitative data are measures of values or counts and are expressed as

numbers. Quantitative data are data about numeric variables.

• Example: Sales, Revenue, Expenses, Number of people visit a outlet,

Temperature, Height, Weight, Age,
 Example of Qualitative Data

Sl. no Words Count Performance 4299 12 Cost 2123

6
1 Supply 11676 13 Time 2015
7 Production 2688
14 Customer 1890
2 Chain 10820 8 Product 2725
15 Sustainability 4944
3 Management 8410 9 Practices 2485
16 Process 1669
4 Environmental 6249 10 Business 2474
17 Manufacturing 1703
5 Green 6212 11 Supplier 4439
18 Distribution 998
 Scales of Measurement
• Nominal Data – Names or numbers assigned to identify the data
unit.
• Example: Jersey number for football players, Roll numbers, Gender, Color
(Group), Class room number, Country, Religion.

• Ordinal Data – The data set which follows a

particular order and the difference between the
two numbers or groups is not exact
⁃ Example: Education Qualification, Ranking for range of products, Social
class, likert Scale (Emotions).

These are also called as: Categorical or Grouped data

 Scales of Measurement
• Interval (Scale) Data – The difference between two numbers is
exact and there is no absolute zero. (Zero has some meaning)
• Example: Number of customer footfalls, Marks of students, Age, Time,
Year, Temperature.

• Ratio Data – The difference between two numbers is

exact and there is a absolute zero.
– Example: Income, Height, Weight, Sales, unemployment rate.

These are also called as:

Continuous or Interval data or Metric
 Gist on Statistics
• Descriptive Statistics –
Describes or summarizes the data. We cannot
prove hypothesis and relate to population.
(Use – pie, bar etc)
(CT - Average, Mean, Median, Mode)
• Cross Sectional Data
(Variability - Variance, Standard Deviation, Kurtosis, Skewness,)
• Panel Data
• Inferential statistics – • Time Series Data
It makes inferences and predictions about a
population based on a sample of data taken from
the population in question. Proves Hypothesis.
(We use statistical tools – Chi-square, ANOVA or Regression : to validate the claim)

• Independent vs Dependent / Types of Data

 Type of Tests
Dependent
Dependent Variable
Variable
  Categorical Metric

1) T-test (2 Groups) Example:

(High/Low), (Girl/Boy)
Independent
Categorical Chi Square
Variable
2) ANOVA (More than two
groups)

Correlation
Independent Logistic
Metric or
Variable Regression
Regression
Chi Square Test
 Prerequisite for Chi Square Test

• Both the variable need to be categorical

• Calculate Actual values and Observed Values

• Hypothesis
• H0: There is no association between X and Y (Both are independent)
• H1: There is association between X and Y (Both are independent)

• The P-Value considered is 0.05 level of significance

• Reject null if P-Value is less than 0.05

Example of Category on Category
1. Gender of respondents on Number of brands used

Hypothesis:
• H0: There is no association between Gender of respondents and Number of
brands used
• H1: There is association Gender of respondents and Number of brands used

Test used is – Chi square

Correlation
and
Regression
Prerequisites for Correlation and Regression

• Correlation is used as Bivariate analysis

• Regression is used as Uni A, Bi A, and Multivariate Analysis
• Regression is likely to be computed only if there is positive
correlation

• Correlation Values
• Less than 0 (Negative Value) No Correlation
• 0 to 0.29 is Low Correlation
• 0.3 to 0.49 is Moderate Correlation
• 0.5 and above is High Correlation

• P Value
- less than 0.05 is Statistically Significant
- More than 0.05 is Statistically Insignificant
Difference Between Correlation and Regression
0.8
Students Group 1 Admin 1

0.75
Students Group 2 Admin 1

0.85
Students Group 3 Admin 1

Objective for the study:

To assess the relationship between Students and Admin 1
Difference Between Correlation and Regression

Students Group 1
0.55
0.45
0.8

Students Group 2 0.65

0.6 Admin 1

0.7

Students Group 3

Objective for the study:

To assess the relationship between Students and Anuradha Madam
 Very Vital Terms

• Each individual statement of the “Likert scale” is called as a “Item”

(Parameter/Factor/Element/Antecedent)
Item is a Categorical data

• When these items are added it is called as a “Construct” or

“Dimension”
Construct is a Metric data
 Example of Metric on Metric

2. Income earned (Amount) on Spending made (Amount)

Hypothesis:
• H0: There is no relationship between Consumer Behavior and Post Purchase
Behavior
• H1: There is relationship between Consumer Behavior and Post Purchase
Behavior

Test used is – Correlation and Regression Analysis

One Way ANOVA in SPSS
(Analysis of Variance)
Analysis of Variance
• The test of ANOVA is computed to assess the
difference in opinion towards a concept / Person.
Opinion of People towards Personality of Ranbir Kapoor

Example: Respondents can be divided as per their age

20-25 Years

26-30 Years

31-35 Years

36-40 Years
 Questions on Ranbir Kapoor
Rate from 1 to 7 wherein:
1 - Strongly disagree, 2- Disagree, 3 - Somewhat disagree, 4 - Neither agree or disagree, 5
- Somewhat agree, 6 - Agree, 7 - Strongly Agree.

Question No Statement Rating

1 Ranbir is a Fabulous Actor ………………
2 Ranbir is a kind hearted celebrity ………………
3 Ranbir is seen as a person who respects women ………………
4 Ranbir respects his fans ………………
Ranbir promotes people to avoid bad habits as he
5 ………………
has none
6 Ranbir is a ideal role model for young India ………………
7 Ranbir promotes social well-being through charity ………………
8 Ranbir is a very dedicated to his career ………………

Personality of Ranbir Kapoor “Personality” is a construct

Personality of Ranbir Kapoor

 of responses
20-25 Years 20-25 Years

 of
26-30 Years
26-30 Years
 of
31-35 Years

31-35 Years
 of
36-40 Years

36-40 Years

H0:  20-25   26-30   31-35  36-40

H1:  20-25   26-30   31-35   36-40
 Post Hoc Analysis for
ANOVA

Levene's Test

P < 0.05 P > 0.05

Welch's Test ANOVA Test

• Reject null:
1) If T Statistics value is More than T Critical Or 2) If P value is less than 0.05

• If we reject the null we need to refer the Tuckeys table for Homogeneity Test
Means (Descriptive Statistics)

Avoid Respect Respect Dedicat Promote

Personality Fabulou Kind Role
Bad s his s ed to his s
Traits s Actor Hearted Model
Habits Fans Women Career Charity

Mean
5.36 3.05 4.70 2.40 3.97 4.39 3.24 3.61
Scores
 Questions Answered

• The responses are uniform in all age groups. (From: ANOVA Test)

• Ranbir Kapoor needs to focus on aspects of

• Respect to Women
• Avoid Bad Habits
(From: Descriptive Statistics)