Using Market Research to Analyze Consumer Preferences

2015 ◽  
pp. 271-281
Author(s):  
Stefano Gori ◽  
Bianca M. Martinelli ◽  
Gennaro Scarfiglieri
Keyword(s):  
Market Research ◽  
Consumer Preferences

ANALYSIS OF CONSUMER PREFERENCES OF BAKERY CONFECTIONERY PRODUCTS IN KRASNODAR

2019 ◽  
Author(s):  
Т.А. ДОРОШЕНКО ◽  
М.Ю. ТАМОВА ◽  
К.С. ЛАПТИНОВА
Keyword(s):  
Market Research ◽  
Consumer Preferences ◽  
Caloric Content ◽  
Confectionery Products ◽  
Analysis Of Results ◽  
Traditional Technologies ◽  
Physiological Value

Представлены результаты маркетинговых исследований потребительских предпочтений мучных кондитерских изделий жителей Краснодара. Анализ результатов опроса позволил обосновать необходимость совершенствования традиционных технологий мучных кондитерских изделий путем снижения их калорийности, повышения физиологической ценности, улучшения внешнего вида с учетом современных требований, предъявляемых к технике декорирования тортов и пирожных. The results of market research of consumer preferences of flour confectionery products of Krasnodar residents are presented. Analysis of results of poll allowed to justify the need to improve traditional technologies of flour confectionery products by reducing their caloric content, increasing the physiological value, improving the appearance, taking into account modern requirements for the technique of decorating cakes and pastries.

scholarly journals Research on the use of marketing instruments influence on consumer behavior on the example of BOMBA-TOUR LLC, Vinnytsia

2019 ◽  
pp. 26-28 ◽  
Author(s):  
Olha HROMOVA ◽  
Oleksandr KOZLOV
Keyword(s):  
Consumer Behavior ◽  
Market Research ◽  
Consumer Preferences ◽  
Low Cost ◽  
Huge Amount ◽  
Unstable Systems ◽  
Financial Condition ◽  
Market Trends ◽  
Conducting Research ◽  
Tourism Organization

The article explores the use of marketing tools to influence consumer behavior using the example of Bomba-Tour LLC in Vinnytsia. The characteristic of the tourist company Bomba-Tour LLC, Vinnitsa, is given. The elements of promoting a tourism organization are structured. The main marketing tools for promoting Bomba-Tour LLC on the Internet are indicated. Note that there is no methodology for assessing the effectiveness of marketing tools in the management of unstable systems, including the various phases of instability, dramatically reduces the importance of marketing as a way of influencing the financial condition of organizations, making it difficult to manage unstable systems in general and to achieve the effectiveness of their activities in particular. It can be stated that in recent years Internet marketing tools have emerged that can be evaluated in real time, as well as tools for conducting market research on consumer preferences and market trends. Assessing the use of marketing tools and analyzing their impact on the state of the organization can ensure the adoption of only those marketing decisions and the implementation of those marketing tools that will ultimately affect the effectiveness of managing unstable systems. There is a huge amount of information on various marketing tools resources, but its uniformity causes a number of problems that need to be solved: the mass use by companies of the same methods of influencing the target audience, respectively, leads consumers to be distracted from messages from one channel; the use of popular, but not effective, methods leads to companies' lack of profitability and dissatisfaction with communications results. In view of the above issues, there is a need conducting research to identify low-cost but effective tools communication. The conclusions of the study are formulated.

scholarly journals A model of business intelligence and online marketing for commercial

2017 ◽  
Vol 2 (1) ◽  
pp. 267-274
Author(s):  
Simona Gheorghe ◽  
Mirona Popescu ◽  
Anca Alexandra Purcărea
Keyword(s):  
Process Improvement ◽  
Business Intelligence ◽  
Market Research ◽  
Consumer Preferences ◽  
New Products ◽  
Online Marketing ◽  
The Real ◽  
Gathering Data ◽  
Commercial Field

Abstract Technology is expanding at a speed previously unsurpassed; therefore an emphasis is made on integration, optimization and increasing efficiency on different fields. Business intelligence is a new concept which became popular alongside online marketing, as both use external and internal data in order to make better decisions, process improvement and optimizations. The aim of this paper is to propose a solution for business intelligence in the commercial field based on a model of internal sales platform. Gathering data for all the structures integrated in this platform improves the optimization of products and services offered by the companies and also streamline the process of sales. This business solution underpins another solution enabling market research on consumer preferences in order to lead to the development of new products / services according to the real needs of the market at the present time.

scholarly journals 7.1. АНАЛИЗ РЫНКА СОТОВОГО РИТЕЙЛА: ПРОБЛЕМЫ И ПЕРСПЕКТИВЫ

2020 ◽  
Author(s):  
E.V. Yemelyanova ◽  
T.V. Lesina ◽  
T.V. Lesina ◽  
T.V. Lesina
Keyword(s):  
Market Research ◽  
Consumer Preferences

Актуальность исследуемой проблемы обусловлена тем, что рынок сотового ритейла растет и динамично развивается, наличие большого количества салонов сотовой связи заставляет организации искать все новые способы выживания в конкурентной борьбе. Цель статьи заключается в анализе рынка сотовых ритейлеров в Калуге. Ведущим методом исследования данной проблемы является проведение маркетингового исследования в форме опроса потенциальных покупателей. В статье представлены результаты анализа предпочтений потребителей на рынке, посчитан индекс лояльности, проведен анализ проблем и перспектив развития рынка. Материалы статьи могут быть полезными при анализе работы салонов сотовой связи, для разработки стратегии развития сотовых ритейлеров.The Relevance of the studied problem is due to the fact that the market of cellular retail is growing and dynamically developing, the presence of a large number of cellular shops makes organizations look for new ways to survive in competition. The purpose of the article is to analyze the market of cellular retailers in Kaluga. The leading method to study this problem is to conduct market research in the form of a survey of potential buyers. The article presents the results of the analysis of consumer preferences on the market, counted on the loyalty index, conducted the analysis of problems and prospects of development of the market. The materials of the article can be useful in the analysis of the work of cellular shops, to develop a strategy for the development of cellular retailers.

scholarly journals Market Testing dan Positioning Produk Inovasi

2020 ◽  
Vol 4 (2) ◽  
pp. 73-88
Author(s):  
Berri Brilliant Albar ◽  
Mayang Larasati ◽  
Sapta Eka Putra
Keyword(s):  
Market Research ◽  
Development Process ◽  
Consumer Preferences ◽  
Marketing Strategies ◽  
Consumer Perceptions ◽  
Product Development Process ◽  
Business Analysis ◽  
Consumer Ratings ◽  
Food And Beverage ◽  
West Sumatra

The product innovation enters the next stage in the product development process series towards commercialization. As a product during its development period, it is necessary to carry out market research to determine consumer preferences and perceptions, to become the basis for business analysis and improvement. This activity is carried out through deep interviews with inventors, product / sample tests and simulations, surveys and observations on the market and its segmentation. Market research techniques are used by searching, gathering, and analyzing information about consumers or markets that are appropriate for the business they run. In addition to product quality through understanding the needs and tastes of consumers, another thing that also builds consumer ratings of products is perception. Positioning is the initial analysis to build perception in the minds of consumers. This activity aims to obtain market research documents to determine consumer perceptions about innovation products after consuming the product so that it can be used as a reference for product improvement before commercialization. This activity also aims to help to analyze positioning and design marketing strategies for the next stage. Understanding consumer needs and creating products that are able to meet the needs and solve consumer problems are the keys to successful product commercialization. This activity carried out market research on 7 Andalas University innovation products on food and beverage category with 100 respondents for each of their products spread across the West Sumatra region. This activity produces product market research documents that can be used by each inventor and developer of each product to develop and commercialize their products.

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