Page 20 - DMGT506_CONSUMER_BEHAVIOUR

Unit 2: Consumer Research

Researchers who endorse the assumptions of experientialism are called experientialists or Notes
postmodernists. Some other names given to this approach include naturalism, humanism and
post-positivism.
Postmodernists believe that all reality is constructed by the individual or group and is determined
by that individual or group as much or more than it is by an external "objective" reality and
hence there are multiple realities.
Table 2.1: Comparison between Positivism and Experimentalism
Positivism Experientialism
Purpose Prediction of consumer actions Understanding consumption behaviour
Methodology Quantitative methods Qualitative methods
Assumptions Consumers make rational decisions. There is no single ‘objective’ truth.
The causes and effects of behaviour Reality is subjective.
can be identified and isolated.
Individuals are problem solvers and Cause and effect cannot be identified.
engage in information processing.
A single reality exists. Each consumption experience is unique.
Objective measurement of events Interactions between researcher/
possible. respondent effect research findings.
Cause of behaviour can be
identified and by manipulating
causes, the marketer can influence
Behaviour.
Findings can be generalised to Findings are often not generalized to larger
larger populations. populations.

Postmodernists tend to view knowledge as being time, culture and context dependent and
consumption is viewed as a symbolic system as much as or more than economic system.
They carry out qualitative research and use ethnography, semiotics and depth interviews.

Ethnography is a technique in which the researchers get located in the society under study in an
attempt to grasp the meaning of various cultural practices.
Ethnography makes it easy to study all kinds of consumer behaviour, including how individuals
buy products and services.
Simiotics is the study of symbols and the meanings they convey and the researcher uses it to
discover the meanings of various consumption behaviour and rituals. It is important to understand
what meanings non-verbal symbols hold for the target audience.

Example: In Indian culture the sun symbolises life, the moon love, and the stars control
destiny. Certain successful brands in the rural markets of India have brand names depicting
numbers or animals, or symbols - 555 soap, or monkey brand tooth powder, or elephant (Gemini
tea). This knowledge would help in designing more persuasive messages and avoiding mistakes
that may be counterproductive.

Depth interviews are an important part of the postmodernist research process.
The findings in each case of interview are the outcome of specific researcher/respondent
interaction and the researcher's interpretation and are unique.

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