CONSUMER RESEARCH

Presented by:Devashree Mansukh

 INTRODUCTION
• It is the study of consumer needs ie
likes,dislikes,motives,habits and buying
behaviour.
• It is a study of consumer behaviour in relation
to marketing activites and facilitates
prepration and implementation of marketing
strategy.
 FEATURES
• Most important area of total marketing
research
• Subject of recent origin
• Relates to consumer behaviour at the market
place
• Provides primary data about consumer
needs,expectations,buying decisions.
 ADVANTAGES
• Provides assistance in marketing decision
making
• Facilitates correct understanding relating to
needs,likes,habits.
• Facilitates production as per the needs and
preferences of consumers
• Facilitates marketing decisions relating to
pricing and sales promotions techniques.
 CONCLUSION
• Consumer research Is based on general theory of ‘ consumer
Is the king of the market’.all the activites move around the
consumer his needs and welfare.his support and co-operation
are necessary for the survival and expansion of business.
• The consumer satisfaction research Is a new area added to
the conventional consumer research.
• Consumers cannot be taken for granted..moreover their
behaviour Is unpredictable and hence consumer research Is
essential.