Stages in Consumer Decision Making Process
An individual who purchases products and services from the market for his/her own personal consumption is called as consumer. To understand the complete process of consumer decision making, let us first go through the following example: Tim went to a nearby retail store to buy a laptop for himself. The store manager showed him all […]
What is Status Consumption and Why it is Important for Marketers of Premium Goods ?
With the advent of globalization, marketers have had the opportunity to market to a global audience from many countries and cultures. Products are no longer the traditional goods and services and instead the emphasis is on brand building and marketing brands as part of a comprehensive marketing effort to reach out to consumers. In this […]
Bargaining Power of Customers
One of the essential requirements in today’s business scenario is to realize and evaluate the bargaining power of customers. The word bargaining here does not only mean price negotiation, it is a much differentiated and broader term. Bargaining can be encompassed throughout the process of deal. The following are some of thes areas where a […]
The internet macro-environment
Introduction An organization is often influenced by the environment they work under. There are several factors which influence such as customers, suppliers etc of the micro environment can be controlled to a certain extent by the organization. The nature of micro environment is very much dependent upon macro environmental factors. The macro environment consists of […]
Strategic Management – Meaning and Important Concepts
Strategic Management – An Introduction Strategic Management is all about identification and description of the strategies that managers can carry so as to achieve better performance and a competitive advantage for their organization. An organization is said to have competitive advantage if its profitability is higher than the average profitability for all companies in its […]
Projective Techniques are indirect and unstructured methods of investigation which have been developed by the psychologists and use projection of respondents for inferring about underline motives, urges or intentions which cannot be secure through direct questioning as the respondent either resists to reveal them or is unable to figure out himself.
These techniques are useful in giving respondents opportunities to express their attitudes without personal embarrassment.
These techniques helps the respondents to project his/her own attitude and feelings unconsciously on the subject under study. Thus Projective Techniques play a important role in motivational researches or in attitude surveys.
A list of words is given and you don’t know in which word they are most interested. The interviewer records the responses which reveal the inner feeling of the respondents.
The frequency with which any word is given a response and the amount of time that elapses before the response is given are important for the researcher. For eg: Out of 50 respondents 20 people associate the word “ Fair” with “Complexion”.
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