Consumer Marketing Research

Examples of Consumer Marketing Research in the following topics:

• Researching Consumer Markets

  • Consumer marketing research is a form of applied sociology that concentrates on understanding the preferences, attitudes, and behaviors of consumers in a market-based economy, and it aims to understand the effects and comparative success of marketing campaigns.
  • An example of the government researching consumer markets is the US Census.
  • Consumer marketing research is a form of applied sociology that concentrates on understanding the preferences, attitudes, and behaviors of consumers in a market-based economy, and it aims to understand the effects and comparative success of marketing campaigns.
  • The field of consumer marketing research as a statistical science was pioneered by Arthur Nielsen with the founding of the ACNielsen Company in 1923.
  • Advertising research is a specialized form of marketing research conducted to improve the efficacy of advertising.

• Marketing Environment Research

  • Example of Marketing Research: Concept Testing Concept testing is the process of using quantitative methods and qualitative methods to evaluate consumer response to a product idea prior to the introduction of a product to the market.
  • The term is commonly interchanged with market research; however, expert practitioners may wish to draw a distinction, in that market research is concerned specifically with markets, while marketing research is concerned specifically about marketing processes.
  • "Marketing research is often partitioned into two sets of categorical pairs, either by target market: Consumer marketing research, and Business-to-business (B2B) marketing research Or, alternatively, by methodological approach: Qualitative marketing research, and Quantitative marketing research Consumer marketing research is a form of applied sociology that concentrates on understanding the preferences, attitudes, and behaviors of consumers in a market-based economy, and it aims to understand the effects and comparative success of marketing campaigns.
  • Marketing research helps the marketing manager link the marketing variables with the environment and the consumers.
  • Ongoing marketing research programs provide information on controllable and non-controllable factors and consumers; this information enhances the effectiveness of decisions made by marketing managers.Traditionally, marketing researchers were responsible for providing the relevant information and marketing decisions were made by the managers.

• Addressing Market Needs

  • In the consumer-driven approach, consumer wants are the drivers of all strategic marketing decisions.
  • No strategy is pursued until it passes the test of consumer research.
  • The starting point is always the consumer.
  • Market research is a key factor in obtaining an advantage over competitors and is necessary in order to determine market needs that can and should be met.
  • When performing marketing research on it, here are several practices that a studio may use:

• Introduction

  • As you read this chapter, you should develop an understanding of the following key marketing concepts:
  • the important role marketing can play in the success of an organization
  • understand the primary tools available to marketers and how they are used

• The History of the Marketing Concept

  • An orientation, in the marketing context, related to a perception or attitude, a firm holds towards its product or service, essentially concerns consumers and end-users.
  • Throughout history, marketing has changed considerably in conjunction with consumer tastes.
  • Marketing: needs and wants of customers 1970 to present day; the marketing orientation is perhaps the most common orientation used in contemporary marketing.
  • It involves a firm essentially basing its marketing plans around the marketing concept; and thus supplying products to suit new consumer tastes.
  • As an example, a firm would employ market research to gauge consumer desires; use R&D to develop a product attuned to the revealed information; and then use promotional tools to ensure people know the product exists .

• Digital Marketing

  • Digital marketing – Pull versus Push Two different forms of digital marketing exist Pull digital marketing in which the consumer must actively seek the marketing content often via web searches or the recipient has given permission to receive content that is sent to the consumer by email, text message and web feed.
  • However, additional internet marketing technologies (search engine optimization) may be required to attract the desired consumer demographic.
  • Research by Martin et al. (2003) found what permission email marketing content consumers find useful such as special sales and new product information, whereas suggesting interesting hyperlinks was not seen as useful.
  • The modernization and mobility of the consumer has forced marketers to innovate, spawning the direct digital marketing concept.
  • Direct digital marketing is an addressable digital marketing method.

• Digital Marketing

  • Internet marketing, also known as web marketing, online marketing, webvertising, or e-marketing, is referred to as the marketing (generally promotion) of products or services over the Internet.
  • Pull digital marketing is marketing in which the consumer must actively seek content—often via web searches or arrangements in which the recipient has been given permission to receive content that is sent to the consumer by email, text message, or web feed.
  • However, additional internet marketing technologies (search engine optimization) may be required to attract the desired consumer demographic.
  • Research by Martin et al. (2003) found what permission email marketing content consumers find useful, such as special sales and new product information, whereas suggesting interesting hyperlinks was not seen as useful.
  • This enables a marketer to benefit from both types of digital marketing .

• The Marketing Concept

  • A firm focused on the marketing concept would employ market research to gauge consumer desires, use R&D (research and development) to develop a product attuned to the revealed information, and then utilize promotion techniques to ensure persons know the product exists.
  • It proposes that in order to satisfy its organizational objectives, an organization should anticipate the needs and wants of consumers and satisfy these more effectively than competitors.
  • The marketing concept centers on market orientation.
  • Market orientation can be achieved with market research, contacting surveys, or interviews with the help of customers to identify their needs and preferences.
  • Successful marketing strategies include the consideration of a variety of factors, such as market research and product branding.

• Chapter Summary

  • One, introducing the market research process, and second, the general guidelines on how to conduct a market research study.
  • The market research results were astonishing: there was no market in Monterrey.
  • Some of the reasons why market research is so important are:
  • Conducting market research will help you identify new trends, market segments, and niches.
  • This section will describe how to conduct a market research study.

• Discussion questions and references

  • Discuss several reasons why marketers continue to have a difficult time understanding, predicting, and explaining consumer behavior.
  • Present a diagram of the consumer decision process.
  • Dictionary of Marketing Terms, Peter D.
  • Bennett, Ed., American Marketing Association, 1988 p. 54.
  • Burnett, "The Macromarketing/Micro marketing Dichotomy: A Taxonomical Model," Journal of Marketing, Summer. 1982 pp. 11-26.