Market Research.

Market Research Marketing Research is the identification, collection, analysis, and dissemination of information for the purpose of assisting management in the decision making process related to the identification and solution of problems and opportunities in marketing. For example, if a company was considering introducing a new product to its range, it might research the likely consumers to see whether making the product is feasible. They would gather information such as the types of marketing that would be effective; the price people would be willing to pay for it and what people would expect from the product. Market research can be carried out in two basic ways. The 1st of which is Field (or primary) research where the information is gathered by directly asking people or by observing people. The second is Desk (or secondary) research carried out using sources such as newspapers, previous studies, samples and surveys Businesses use market research on a regular basis for a number of reasons. * Descriptive reasons - if a business wants to discover what is happening in a certain market and to identify trends in sales. * Predictive reasons - to forecast what may happen in the future. Eg. A travel company may want to predict the changes in the types of holidays people take over the next 5 years. * Explanatory reasons- to give an explanation as to why there has been a

  • Word count: 1993
  • Level: University Degree
  • Subject: Business and Administrative studies
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Market research.

market research The product that I want to do my market research on is biscuits'. To define biscuits is quite hard now a days'. There are many brands and also many types for instance rich tea, digestives, custard creams and many other assorted sweet biscuits. However, there are also savoury biscuits as well such as crackers that you eat with different assortments of cheeses. Bearing in mind the wide range of biscuits on the market already, and also the 'health biscuits' such as the a:m range I'm going to choose the very basic biscuit... the digestive biscuit. I'm only going with the digestive biscuit because once I have completed my market research I will be able to change the product to the consumers wants, if that works then I shall be able to make a profit. The information that I want to find out is: - v How often does the consumer eat the biscuit? I think that this will be the most important question because this will give me times of the day. I.e. if the consumer eats the biscuit at 'break time' at work then I can still use the normal digestive biscuit but add different toppings on it like white/milk/dairy/dark chocolate. v At what price does the consumer buy the biscuits? I want to sell my product in a place where every-one of all ages, cultures and social backgrounds. If I was to slightly change the product i.e. if I bought out a milk chocolate range of

  • Word count: 976
  • Level: University Degree
  • Subject: Business and Administrative studies
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Market Research

Market Research Market research involves gathering and analysing data from the marketplace (i.e. from consumers and potential consumers) in order to provide goods and services that meet their needs. Primary research This is research designed to gather primary data, that is, information which is obtained specifically for the study in question. It can be gathered in three main ways - observation, questionnaires and experimentation. Observation involves watching people and monitoring and recording their behaviour (e.g. television viewing patterns, cameras which monitor traffic flows, retail audits which measure which brands of product consumers are purchasing). Questionnaires are a means of direct contact with consumers and can take a variety of forms. Personal questionnaires (such as door-to-door interviewing), postal questionnaires, telephone questionnaires and group questionnaires (such as asking for the attitudes of a group of consumers towards a new product). Questionnaires can be a very expensive and time-consuming process and it can be very difficult to eliminate the element of bias in the way that they are carried out. It is important that every respondent must be asked the same questions in the same order, with no help or emphasis being placed on certain questions / responses. Experimentation involves the introduction of a variety of marketing activities into the

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  • Level: University Degree
  • Subject: Business and Administrative studies
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Market Research

NAME: Niamh Kenny YEAR: Business 1 MODULE: Marketing TITLE: Market Research TUTOR: C Ryle TABLE OF CONTENTS 01. Introduction 02. Methodology 03. Results of Primary Research 04. Discussion/Evaluation 05. Conclusion/Recommendations 06. Bibliography 07. Appendix INTRODUCTION Tutor C. Ryle assigned this Market Research Report, for the Business Year 1 Marketing class as part of NCVA examination. A recently qualified business graduate whom has just gained employment in the business world has conducted this report for the employers, a small co-op producing Elder Berries. This report is base on research and a market for the product has been established. The co-op was establised in 2001 producing Elder Berries. The reason for the establishment was because of the vast amount of Elder Flowers growing in the area. These Elder Flowers were left untouched. They grow close to the riverbank. Local people picked the berries and flower in the springtime and would make jam, ice cream and home made wine for their families. This became a habit in the town amongst the women and so a co-op was formed producing elderberries. They mostly produce wine and jam. Their business has grown immensely within the year, and they distribute throughout Ireland to shops and restraints. The company would like to expand and produce a new product for Elder Berries. METHODOLOGY Research was carried

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  • Subject: Business and Administrative studies
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Market segmentation

MARKETTING COURSEWORK Market segmentation Market segmentation is the process of splitting customers or potential customers within a market into different groups or segments within which customers have the same or similar requirements satisfied by a distinct marketing mix. Market segmentation is important to the marketing process because: - * It lets the business know what people want * The managers can organize customers in segments easily * It can help the business know the characteristics of customers in a given segment * It lets the companies deliver good quality products and services to customers which in turn gives a good repetition to the company * It lets the business know where to sell the products or service * It makes the business aware of the competitors * The business can be very successful making high profits since its delivering high quality products and services to the customers * Increased cash flow for the business if everything is going to plan * Reduction in expenses since there are less chances of going wrong * It can lead the company to involve itself in social activities if they are doing well and they want to give back to the public My chosen product, Persil performance (non-biological) is located in the "detergents" and "laundry" industry. It is mainly targeted at family washing done using automatic washing machines. The people most likely

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  • Level: University Degree
  • Subject: Business and Administrative studies
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Market Segmentation

Market Segmentation Market Segmentation is the division of potential consumers into groups with similar characteristics. Firms segment markets to help them achieve the marketing objectives. The two main benefits of segmenting markets are that it helps them launch new products and it assists them in marketing the products. Segmenting markets can help launch new products by helping them to identify the potential demand for new products. Segmenting markets can also help assisting them in marketing the products by knowing the characteristics and the behaviour of potential customers who can aid businesses in planning their marketing activities. Markets are segmented by: Age It is important that markets are segmented by age because demands for some products are linked with age. For example, toys are generally aimed at kids because toys are generally bought by kids or by parents buying it for them. The firms use promotional strategies such as advertisement to target the age group of children. An advantage of segmenting by age is that majority of the people target would buy the product if it appeals to them. Age is going a part of how 'Jupiter Sports' is going to segment its market. 'Jupiter Sports' is going to target a particular age group of 12 to 30. Social class Markets also segment by social class. This is usually done by considering the occupation of each head of

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  • Level: University Degree
  • Subject: Business and Administrative studies
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Internal marketing

Introduction: Internal marketing is a marketing approach within the company, aimed at visualizing and supporting ideas, projects and assessments that are useful to the company. The internal marketing creates an exchange system based on communications between the company and its employees to adapt an organisational environment and international relations to the operators' needs as well as an active participation to achieve the company's targets. Berry et al. (1976) indicates that internal marketing was firstly introduced as a solution of the problem of delivering always high service quality before twenty years ago. Nowadays, internal marketing has different approach, but still has similar characteristics. In this paper, I will start with some definitions that been given by different authors about internal marketing and internal marketing orientation. Moreover, I will talk about the development phases of internal marketing and its steps. After that, I am going to discuss the determinants of the internal marketing orientation by viewing its relationships with some main concepts in organisations such as corporate culture and internal communication. Finally, my conclusion will explain the limitations of the internal marketing. What is internal marketing orientation? Internal marketing was defined by Hogg (1998) as "those activities that improve internal communications and

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  • Subject: Business and Administrative studies
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International business

PRODUCT MARKET STUDY: CONSUMER BEHAVIOR IN INDIA Date : October 2005 MATRADE CHENNAI .0 Introduction This study on Indian consumer behavior is aimed at helping Malaysian businessmen to get a better understanding of the Indian market place thus enabling them to embark on selected strategies to effectively reach the Indian consumers. India is a big country with 28 states, over one billion people and 120 dialects/languages. From the market perspective, people of India comprise different segments of consumers, based on class, status, and income. An important and recent development in India's consumerism is the emergence of the rural market for several basic consumer goods. Three-fourths of India's population lives in rural areas, and contribute one-third of the national income. This rural population is spread all over India, in close to 0.6 million villages. India is a lucrative market even though the per capita income in India is low and it remains a huge market, even for costly products. Among the total 164.8 million households in India, 80.7 million households comes under low income group ( <US$ 581 ), followed by 50.4 million lower middle income households ( US$ 581 to US$ 1162), 19.7 million middle income group (US$ 1162 to US$ 1190 ), 8.2 million upper middle income group (US$ 1790 to US$ 2465 ) and 5.8 million high income group (>US$ 2465). 2.0

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  • Level: University Degree
  • Subject: Business and Administrative studies
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Elements of the marketing mix.

Assignment 2 INTRODUCTION This assignment is designed to look at products and services, their characteristics, life cycle stages and new product development. It will also look in more detail about the marketing mix, mainly at the differences between selling goods and selling services, and the importance of price in the purchase decision and the distribution and communication channels used within the organisation. The report will relate all theoretical concepts to a work environment. The work environment I am going to link with this marketing report is the company I work for, TD Travel Group. TD Travel Group is an independent corporate travel organisation that takes the frustration and confusion out of business and group travel arrangements using its specialised services. TD Business Travel Management co-ordinates air travel worldwide as well as catering for car rental, rail tickets and sea crossings. They also offer a number of specialist facilities including organising currency, the procurement of passports and visas and running a 24-hour emergency help line. The Special Events department takes a fresh approach on every brief in order to deliver a perfectly organised event, whether it is a conference or a skiing trip. TD Roomfinder use their years of experience in the business of dealing with hotels in order to ensure the best deal for their clients looking at both

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  • Subject: Business and Administrative studies
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Corporate Social Responsibility

Branding Name of Student Name of Instructor Date Course name Abstract This paper aims to study the influence of branding on consumers and their purchasing decisions. Branding is also like the reputation of a company¸ which also effects business' publicity. Often the choice of setting up an industry or a business is often directly linked to this notion of reputation. As a company has a good reputation¸ it may attract new customers¸ which would create ones' demand and 'brand loyalty'. Customers tend to purchase products from companies that have a good reputation. This is because as the firm have a good reputation¸ consumers tends to 'trust' their products¸ hence¸ consumers will be more willingly in trying their products¸ which would increases the amount of new customers for the business. As the business have more new customers¸ its demand and loyalty would eventually increase. As consumers try the products¸ satisfy with its quality¸ most of them will be used in using the product and are unwilling to change to another brand. The company would also gain more consumers' recognitions. Thus¸ such consumers will repeat-purchase the product on a regular basis. This way¸ brand loyalty would not only eliminate competition¸ but also increases business's sales and revenue¸ and presumably its profit would increases as well. According to my findings, from the 100

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  • Level: University Degree
  • Subject: Business and Administrative studies
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