A case study on the application of qualitative research in consumer behavior

Abstract

Qualitative studies are often used to examine consumer attitudes and behaviour in relation to a product categoiy or service, usually with the aim of understanding consumer relationship to a brand. This study examines the use of qualitative research in obtaining insights about the perceptions, feelings, and manner of thinking of consumers utilizing a combination of focus groups and projective techniques with a case study. The subjects of the case study are two radio stations. The meaning of music, the meaning of radio, and the meaning of the two radio stations are discussed with regard to the variables of age and sex.