Aims And Objectives Of Marketing Research

Aims And Objectives Of Marketing Research:

The aims of the marketing research and analysis may be stated as follows:

(1)   To study the needs, wants and expectations of consumers.

(2)   To find out reactions of consumers to the products of the company.

(3)   To evaluate company’s sales promotion measures for suitable adjustment and improvement.

(4)   To study current marketing problems and opportunities for suitable follow-up actions.

(5)   To suggest the introduction of new products, modifications of existing products and to discover new uses of existing products.

(6)   To design and test appropriate packages of company’s products and make packaging as attractive as possible

(7)   To study existing pricing, channels of distribution and market competition for suitable changes, if necessary.

(8)   To find out methods for making the products of the company popular and raising its goodwill and market reputation.

(9)   To assess competitive strength and policies.

(10)  To estimate potential buying-power in various areas

(11)  To know the company’s expected share of the market.

(12)  To determine the dimensions of the marketing problems, facilitate evaluation of the alternative solutions of different problems and help in the selection of a right course of action.

(13)  To define the probable market for a specialized product and to report on general market conditions and tendencies, buying habits, etc.