History Of Consumer Research

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The field of consumer research developed as an extension of the field of marketing research, focusing almost exclusively on consumer behaviour rather than on other aspects of the marketing process. Just as the finding of marketing research were used to improve managerial decision making so too were the finding of consumer research. The initial reason for studying consumer behaviour was to enable marketers to predict how consumer would react of promotional messages, and to understand why they made the purchase decision they did. Marketers assumed that if they knew everything there was to know about the consumer decision making process, they could design marketing strategies and promotional messages which would influence the consumer in the desired …show more content…

In addition to the diversity among individuals, the twenties also mark a tremendous diversity among marketers. Traditional retailers, from department stores to mom-n-pop stores, are still around. So are the mass merchandisers, the discount stores, and the off-price stores. But the twenties also has seen a tremendous shift from mass marketing to niche marketing to direct marketing, from show-rooms to custom catalogue, from selling through direct mail to selling through television shopping networks. Some marketers offer value pricing, which stresses high quality at the lowest possible price, while other marketers are concerned with relationship marketing, designed to develop a close affiliation with the consumer. Some consumers prefer to shop at stores that offer large selections of merchandise and low prices, while others prefer stores where they can get in and out quickly, and they are willing to pay a premium to save time. Manufactures sell through traditional distribution channels, through custom – designed channels, and direct to the consumer. Where United States producers formerly focuses almost exclusively, on the domestic market, the larger global market now beckons, and marketers are designing marketing strategies that they hope will be as effective in Bombay as they are in …show more content…

Here the wife plays a greater role in comparison to their rural counterpart. The important feature to note down is that husband and spouse plays the role of influence in 35 per cent of cases. The discussions revealed that this is because of greater awareness of competing brands and spread of communication channels. It shall be worthwhile for the marketers to focus on both the husband and the wife in formulation of any marketing strategy, keeping an edge tilted towards the

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