Business Research

Marketing Research
BD 2021-2023
 Market Research

Qualitative Research Quantitate Research

Raises Hypothesis Validates Hypothesis

 Product Life
Cycle
Pre launch

Product Identification Stability

Demand estimation Re launch
Expansion
NPR
STP Sales
VTM
TM
Launch
Distribution Target Testing Diagnosis
Channel
Margin
POP
Time
What is Demand?
• Demand is a kind of requirement from customers – Ayush
• Needs and wants backed by power to buy – Surbhi
• Desire to possess something – Tahoor
• Desire to have something backed by purchasing power – Sukanya
• Willingness to spend – Shivani
Demand Estimation
• Demand is not sales
 Demand Estimation - Consumables
All Households/People

Aware Unaware
th ion
e p ns
D pa
Ex
Tried Did not try

Price

ion
Non-Price

Ex idth
ns
Repeated

pa
W
Stopped

Core Casual Price Non-Price

 Demand Estimation - Durables
All Households/People

Aware Unaware
th ion
e p ns
D pa
Ex
Own Do not own

Price

ion
Non-Price

Ex idth
ns
More

pa
W
than one One

Replacement
Period Price Non-Price