Marketing is an organizational function and set of processes for creating,

communicating, and delivering to the customers and managing customers

relationship in a way that benefits the organization, and its stakeholders
The Research Process DDCAF
1. Define the problem
2. Develop the R-Plan
3. Collect Info
4. Analyze
5. Presenting Findings

The different types of Market Research

1. Target Marketing
2. Advertising/copywriting
3. Positioning
4. Customer satisfaction
5. Concept product testing
6. Pricing

KEY TOPICS
Components of Market Information System
Market Research Plan
Different Market Categories

4 Marketing goals
Awareness
Change perception
Loyalty to brand
Engagement
Factors That Affect Consumer Behavior
1. Culture
2. Personal
3. Social
4. Psychological

Learning- involves changes in an individual’s behavior arising out of the new

knowledge/experience

BELIEFS – a descriptive thought that a person holds about something

Motivation – needs, desires, wants that drive the individuals to achieve something

PERCEPTION – Set of processes by which an individual becomes aware of & interpret

information (Gregory et al 1995)