Marketing studies

Why study Marketing?Marketing a study should answer the following questions:• Who is buying?• How do we buy?• Where do you buy?• Why do we buy?There are two types of studies:• Quantitative,• Qualitative.The studies are done before the launch of a product, but also for the life of the product. The distribution network should be involved in the study.


Qualitative studiesThe objectives of this type of study is the identification and understanding of the functional need of the market.• Development of functional specifications,• Estimating the value in use,• What are the satisfactions purchased?• Identify and understand the decision-making chains (all speakers)• Identify external influences (the risks are on the market)These studies are used to segment the market and make the product more competitive.Quantitative studiesThis study assesses the degree of probability of occurrence of either a need or a condition or behavior of a given population. They can weigh one segment, one needs to evaluate.The buying process• Who makes the decision?• What decision is it?• What is the buying process?• What are the different situations of purchase? (You buy it in the same way all products)• How to reassure consumers?• Characterize the quality of the product, to offer a clear message.Consumer productFor a consumer product, will be used to promote rather than a simple communication on the quality of the product. This type of advertising should be simple and visual, to increase the degree of involvement of its product (marketing strategy) and enhance the product by changing the purchasing routine act of buying complex.Product purchase of diversityThe customer is weakly involved in this type of purchase but there are many differences between the marks.The strategy depends on the situation of the company in the market.• If the company is a leader: We must seek to strengthen habits,• If the brand is secondary (tracking): We need to encourage diversity of purchase (special offers, discounts, samples ...) to change consumption patterns.Stages of the buying decisionWe need to identify the steps through a consumer before making a decision. Each step suggests some interventions to promote responsible marketing of purchase of the company. Complex for a purchase, you must segment the purchasing styles in order to adapt the style of marketing for each profile.• introspective method: Place yourself in the place of the consumer,• Method Retrospective: To study the behavior of past customers,• Prospective Method: Studied the behavior of potential customers,• Method Perspective: The consumer describes the method of choice suitable for him.We deduce process models of decision to buy cut into five phases:1. Recognition of the need,2. Search for information,3. Evaluation of alternatives,4. Purchasing decision,5. Feeling the post-purchase.Recognition of the needWe study the needs expressed internally or externally.The stage of awakening is to study the motivations that may be related to its product or brand.We search the stimuli could cause the desire of the product.Searching for informationIf the need is intense and the subject may address this need is clearly defined and available, then the acting out is immediate.In other cases, the answer will be deferred and the incident will be stored by the client.Depending on the intensity of need, two kinds of behavior may occur:• Sustained attention-related information on the need• Actively information (in the case of an individual asset).The company must know the sources of information which the consumer is likely to appeal:• Sources of personal consumer• Sources commercial (advertising, representatives, retailers, sales brochures, packaging ...). All these elements are controlled by the company.• Public sources (newspaper articles, reports, comparison tests ...): The company does not have a large influence on these elements,• Sources connected to the experience (product review, use, testing ...).The influence of these sources varies depending on the product and the individual studied. Each type of information filled out a distinct role.Advertising messages are used to inform, while conversations are used to determine, assess and reassure.Evaluation of alternatives• Comparison of attributes of the product compared to other products,Example:o For a computer: memory capacity, CPU power, price ...o toothpaste: Protection against caries, taste, price ...• Beliefs in relation to the attributes of the product: This is the set of beliefs that make up the brand image.These beliefs may not correspond to reality. They are associated with a utility function. This ruling is formed from the attributes of the product during the evaluation process.Buying decisionThe purchase decision is taken after the ranking of choice. It is strongly influenced by the environment (social context). It reflects a willingness to comply with standards.The purchase decision addresses several situational factors corresponding to relative references:• The income• At the price,• advantages.The intention to buy is not infallible, it is simply the direction most likely. The fact of delay or modify a purchase decision is related to the perceived risk due to the environment of the consumer. The marketing manager must keep abreast of factors that may affect the sense of risk.Realizing the purchase is made following a series of decisions:• Selection of the brand,• Choice of place of purchase,• Timing of purchase• Choice of payment method.Feeling post-purchaseIf the customer is satisfied, so good. If dissatisfied, you have to walk through word of mouth. In this case, we must analyze the discontent. The latter is based on the customer's initial expectations and perceived performance of the product.In case of dissatisfaction, the reactions can be:• Complaints,• Trial,• Propagation of dissatisfaction by word of mouth,• Call for consumer associations.• etc ...In all cases of dissatisfaction, the marketing manager must respond.For this, he studied people who buy the product to detect:• A possible mishandling of the product: it is necessary to communicate the correct use of the product,• Another type of use (abuse of initial function)