scholarly journals Marketing research in positioning and launching of yoghurt with a balanced chemical composition

2016 ◽  
Vol 10 (4) ◽  
Author(s):  
M. Mardar ◽  
N. Tkachenko ◽  
A. Lilishentseva ◽  
H. Burlaka
Keyword(s):  
Chemical Composition ◽  
Consumer Preferences ◽  
Marketing Research ◽  
New Product ◽  
Elevated Concentration ◽  
Probiotic Properties ◽  
Consumer Market ◽  
Marketing Environment ◽  
Major Nutrients ◽  
Swot Analyses

Annotation. This article presents the analysis of marketing environment of the enterprises that produce yogurt products in Ukraine. In order to carry out a deeper analysis of the marketing environment of the new yoghurt drinks with a balanced composition of the major nutrients in food and increased probiotic properties, PEST and SWOT-analyses were conducted, they identified environmental factors that have favorable and adverse effects as well as internal strengths and weaknesses of the new product. Based on the results of marketing research of consumer preferences, the core audience of new yoghurt drink with a balanced chemical composition and the elevated concentration of Bifidobacteria were defined. The received results led to justification of the expediency of elaboration of new yoghurt drinks with probiotic properties and balanced composition of basic food nutrients as well as to formulation of a strategy of new product promotion on the consumer market of Ukraine.

The marketing research curriculum: Closing the practitioner–academic gaps

2019 ◽  
Vol 61 (5) ◽  
pp. 492-501
Author(s):  
Marco Vriens ◽  
Stephen Brokaw ◽  
Douwe Rademaker ◽  
Rogier Verhulst
Keyword(s):  
New Product Development ◽  
Marketing Research ◽  
New Product ◽  
Research Problem ◽  
Development Research ◽  
Research Curriculum ◽  
Return On Marketing ◽  
Research Investments ◽  
Us University ◽  
Analyze Data

As an industry, marketing research has enjoyed decades of systemic growth. Unfortunately, dissatisfaction with the return on marketing research investments has also been consistently voiced. Part of this complaint may be due to the inadequate way marketing research is being taught. In this article, we review what practitioner–academic gaps have been found in the literature and also present the results of a survey among alumni of a US university. We identify several key gaps including (1) understanding of business issues, (2) ability to define a marketing research problem, (3) ability to design marketing research, (4) ability to analyze data, (5) ability to interpret the results, (6) ability to translate results into actions, (7) ability to effectively interact with clients, and (8) expertise on specific research studies such as customer satisfaction research, branding, and new product development research.

scholarly journals The Role of Marketing Research for Entrepreneurship

2007 ◽  
Vol 6 (2) ◽  
pp. 25-37
Author(s):  
Jyotirmoy Ghosh ◽  
G Anjaneyaswamy
Keyword(s):  
Life Cycle ◽  
Market Research ◽  
Planning Process ◽  
Marketing Research ◽  
New Product ◽  
Entrepreneurial Marketing ◽  
Actual Experience ◽  
Marketing Decision ◽  
Start Up

Marketing research is defined as "the systematic and objective process of gathering, recording, and analyzing data for aid in making marketing decision." The essence of marketing research is to provide information used in decision making, and for the entrepreneur; there are fundamental differences between market information needed prior to start up and after a firm is established. Prior to opening for business, the entrepreneur wants to know whether a market exist for a new product or service, who is likely to be a primary customer, how to position the enterprise in a market, and how the product or service will be priced, promoted and distributed. Addressing these issues become part of the pre start up planning process. Once a firm has become established, much of this information is authenticated through actual experience, and market research expands to include a continuous competitive analysis.An effort has been made to demonstrate the above mentioned characteristics of marketing research undertaken by the entrepreneurs. The first half of the article portrays an effective framework of the methodology for marketing research. Entrepreneurial marketing research differs from its normal counterpart. These exclusive features are expressed and discussed in details. In the second part of the article, an effort has been made to narrate the nature of marketing research that can be ideally applied to all the different stages of successful venture life cycle. The functioning of all the different stage of the life cycle are discussed with the corresponding marketing research techniques that can be ideally applied, being expressed.

scholarly journals Bank’s marketing policy formation in a pandemic as ensuring resilience in the Russian economy

2020 ◽  
Vol 208 ◽  
pp. 07003
Author(s):  
Tatyana Solosichenko ◽  
Nadezhda Goncharova ◽  
Pavel Letov
Keyword(s):  
Price Competition ◽  
Consumer Preferences ◽  
Marketing Research ◽  
Policy Formation ◽  
Survey Method ◽  
Main Hypothesis ◽  
Goods And Services ◽  
Marketing Policy ◽  
Return On Capital ◽  
High Level

The gist of this article boils down to improving the efficiency of the bank’s marketing policy in a pandemic. The growing needs of buyers, the growth of non-price competition and the supply of goods and services on the market indicate the relevance of the problem of forming a marketing policy. Factors such as imperfection of market relations, inflation, low population growth rate, high level of income differentiation of the population are characteristic of the Russian market. The article stresses that it is necessary to conduct a marketing policy competently in order to ensure the return on capital and a stable position in the market. The main hypothesis is based on changing consumer preferences. The marketing research was conducted by a survey method in the form of a survey of respondents. The aim of the study was to determine the strengths and weaknesses of the organization providing credit products. A survey of consumers of credit products made it possible to determine vectors and control points when choosing a product by a consumer. This, in turn, made it possible to determine the parameters of the loan products, which need to be changed in order to increase the degree of customer satisfaction. The criteria for choosing a loan, the preferred channels for obtaining a loan and the attitude towards credit institutions that provide loans have also been determined. The article presents the activities that determine the marketing policy for future periods.

ASSESSMENT OF THE ADVISABILITY DEVELOPMENT AND IMPLEMENTATION OF THE NEW FUNCTIONAL DAIRY PRODUCTS ON THE CONSUMER MARKET

2019 ◽  
Author(s):  
В.В. ИЛЛАРИОНОВА ◽  
Е.А. ВЕРБИЦКАЯ ◽  
Е.Е. ЗУБАКОВА ◽  
Е.Н. ГУБА ◽  
М.В. ГУСЕВА ◽  
...  
Keyword(s):  
Swot Analysis ◽  
Dairy Product ◽  
New Product ◽  
Qualitative Assessment ◽  
Cottage Cheese ◽  
Competitive Advantages ◽  
Consumer Market ◽  
Functional Product ◽  
New Type ◽  
Questionnaire Studies

Проведен анализ необходимости выпуска нового вида молочной продукции – творога, обогащенного продуктами функциональной направленности, полученными из плодов облепихи. Для установления привлекательности нового продукта использовали интегральную (качественную) оценку и ее количественную интерпретацию. Оценку проводили методом опроса потребителей в количестве 300 чел. с использованием опросного листа. Проведенные исследования позволили оценить привлекательность нового продукта в 61 балл по 100-балльной шкале. Установлено, что потребительский рынок адаптирован к появлению нового вида молочного продукта (90% респондентов): продукт соответствует возможностям молочных предприятий, не имеет значительного количества конкурентов на потребительском рынке. Оценка успешности усилий по созданию нового вида молочного продукта функционального назначения и его продвижения показала, что проект находится в «Зоне выигрыша» (Win Zone). Проведенный SWOT анализ позволил установить, что планируемый продукт отличается высокими конкурентными преимуществами, позволяющими сформировать направленность товарной стратегии по его продвижению и внедрению на рынок по традиционным каналам. The analysis of the need to produce a new type of dairy product – cottage cheese, enriched with functional products derived from sea buckthorn. To establish the attractiveness of the new product, an integral (qualitative) assessment and its quantitative interpretation were used. The assessment was performed by interviewing 300 people using a questionnaire. Studies have allowed us to estimate the attractiveness of the new product at 61 points on a 100-point scale. It is established that the consumer market is adapted to the emergence of a new type of dairy product (90% of respondents): the product corresponds to the capabilities of dairy enterprises, its production does not require significant re-equipment, has no significant number of competitors in the consumer dairy market. Evaluation of the success of efforts to create a new type of dairy functional product and its promotion showed that the project is in the Win Zone. The SWOT analysis allowed us to establish that the planned product is characterized by high competitive advantages, which will form the direction of the strategy to promote a new type of dairy product and market introduction through traditional channels.

INFORMATION SUPPORT OF THE MARKETING RESEARCH SYSTEM OF THE MINERAL WATER MARKET

2021 ◽  
Vol 298 (5 Part 1) ◽  
pp. 245-251
Author(s):  
Alona Tanasiichuk ◽  
Liudmila Serednytska ◽  
Nataliia Dobrovolska ◽  
Keyword(s):  
Mineral Water ◽  
Business Processes ◽  
Consumer Preferences ◽  
Marketing Research ◽  
Information Support ◽  
Water Market ◽  
Business Decisions ◽  
Mixed Form ◽  
Level Of Satisfaction

It has been demonstrated that in the conditions of overcoming the consequences of corona crisis an important issue is the organization of business processes, which, as of the time of the study, is carried out on a mixed form. It is substantiated that enterprises should assess their capabilities and be ready to make quick business decisions in the case of reintroduction of quarantine for enterprises. It is substantiated that the organization of marketing research of commodity markets and timely provision of managers of structural units with reliable information is important for the effective conduct of business by domestic enterprises on a mixed form. In the study the sequence of information support for marketing research of the mineral water market has been developed. The dynamics of incomes and the level of demand of mineral water consumers during the period of corona crisis has been determined. As a result of the research it was concluded that the mineral water market, unlike other sectors of the economy, has favorable prospects for further development. A portrait of a mineral water consumer and his level of satisfaction with the quality of mineral water, pricing and assortment policy on the domestic market have been determined. This study will determine consumer preferences for the choice of mineral water and take into account its results by domestic production and trade enterprises. Other enterprises will be able to develop a similar sequence of information support for marketing research of the commodity market in which they carry out their business activities.

Cerenity Sanitizer: Marketing Research for New Product Launch (B)

2014 ◽  
pp. 1-21
Author(s):  
Anand Kumar Jaiswal ◽  
Sachin Kumar Singh ◽  
A Manu
Keyword(s):  
Quantitative Research ◽  
Research Team ◽  
Research Study ◽  
Marketing Research ◽  
New Product ◽  
Product Launch ◽  
Quantitative Research Methods ◽  
Toilet Seat ◽  
Quantitative Marketing ◽  
New Product Launch

The case deals with marketing research study undertaken to introduce a new product in the market. The company was planning to introduce Cerenity, a toilet seat sanitizer for women who frequently use shared restrooms. The case discusses the conclusive study undertaken involving quantitative marketing research. The research team carried out quantitative survey and collected the data. It applied various quantitative research methods such as factor analysis, multiple regression, cluster analysis and conjoint analysis for analysis the collected and drawing managerial inferences.

Unequal Cell Sizes in Marketing Experiments: Use of the General Linear Hypothesis

1975 ◽  
Vol 12 (3) ◽  
pp. 333-342 ◽  
Author(s):  
William D. Perreault ◽  
William R. Darden
Keyword(s):  
Marketing Research ◽  
New Product ◽  
General Linear ◽  
Factorial Designs ◽  
Linear Hypothesis ◽  
General Linear Hypothesis ◽  
Marketing Data

The analysis of marketing data is frequently complicated by factorial designs with unequal cell sizes. This article discusses the marketing research advantages and problems of the General Linear Hypothesis approach to such analysis and illustrates the General Linear Hypothesis in the context of a new product experiment.

scholarly journals Industrial marketing research: Theory and practice

1982 ◽  
Vol 13 (2) ◽  
pp. 70-75
Author(s):  
Russell Abratt
Keyword(s):  
South Africa ◽  
State Of The Art ◽  
Marketing Research ◽  
Theory And Practice ◽  
Consumer Market ◽  
Simple Method ◽  
Industrial Marketing ◽  
Industrial Companies ◽  
Marketing Planning ◽  
To Receive

Industrial marketing research is generally speaking a low priority item for industrial companies in South Africa. However, marketing research should form the basis of most marketing planning. Marketing research budgets in industrial companies are usually small because management feels that most projects are either too expensive or too time consuming. The objective of this article is to show that industrial marketing research need not be expensive or time consuming. Industrial marketing research has failed to receive much attention in standard marketing books and journals, in spite of the fact that the size of the industrial market is larger than the consumer market in South Africa. The author discusses a simple method which can be followed by people in industrial companies with little or no marketing background. The scope of industrial marketing research and the planning of an industrial research project are discussed; besides a report on a field study undertaken among 20 industrial plastics manufacturers on the Witwatersrand to establish the 'state of the art' as far as their marketing research was concerned.

scholarly journals Functional properties of parsley fortified homemade Turkish noodles (Erişte)

2019 ◽  
Vol 11 (1) ◽  
pp. 88-96
Author(s):  
Safiye Nur Dirim ◽  
Gülşah Çalişkan Koç
Keyword(s):  
Chemical Composition ◽  
Vitamin C ◽  
Moisture Content ◽  
Physical Properties ◽  
Water Absorption ◽  
Functional Properties ◽  
Consumer Preferences ◽  
Total Chlorophyll ◽  
Total Carotenoid ◽  
Swelling Volume

Turkish noodle is a staple traditional dish in the Turkish cuisine and generally made out of wheat flour, egg, salt and vegetable oil. The aims of this study were to improve the formulation of Turkish noodles by the addition of minced parsley (2, 4, 6 and 8% weight), to improve their functional properties and swelling volume, to determine the effect on the physical properties (moisture content, water activity, and colour) and chemical composition (vitamin C, total chlorophyll, total carotenoid, and protein content) of the homemade plain and fortified Turkish noddle dough (FHTD) and the fortified homemade Turkish noodles (FHTN), to determine the traditional and microwave cooking characteristics and to indicate consumer preferences of FHTN with fresh parsley. The results showed that the amount of addition of fresh parsley caused a significant increase in the moisture content values of FHTD (31.59-36.08%) (P<0.05). The vitamin C, total chlorophyll and total carotenoid contents of the FHTD and FHTN were improved with the addition of fresh parsley. The traditionally cooked FHTN have got higher water absorption (30.25-38.90g) and swelling volume values (237.50-267.50%) than microwave cooked FHTN (WA=29.03–34.77g, SV=240.00-265.00%) (P<0.05). The noodles containing 2% parsley had the highest rating compared to both plain and other samples.

Sign in / Sign up

Export Citation Format

Share Document