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Example research essay topic: Order To Find Marketing Research - 1,447 words

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New Product Development Here are the main stages that guarantee positive results of new product development in case the group of researchers will follow all steps: Problem Acknowledgement (scheduled process; market changes and fluctuations; changes in technology; new distribution channels; changes in the model of consumption); Desired Characteristics of New Product (vision; mission; objective; volume; profit; share of market); Analysis of Internal Possibilities (possibility of diversification of current production; reserves of equipment; people and technologies; benefits and strengths of the company that can be used in new product promotion; changes in system of sales); Analysis of External possibilities (market; consumer; competitors) Generation of Idea (ideas received from consumers and buyers; marketing researches and methodologies; competitors; other markets; employees; other); Selection (weaknesses and strengths; coincides with objectives; tendency of market development; possible outcomes and possible expectations of income); Idea Development (three-dimensional description of product: a) attributes and functions; b) usage; c) benefits for consumer; business-analysis); Concept Development (product development; technologies, package, design; name / brand ; primary positioning; scenario-planning; test of scheme of process layout); Testing (checking the idea at the level of concept (whether the idea corresponds to consumers expectations); field-tests; data collection; analysis of received data; possible recommendations for revision / changes ); Startup (timing; resources; finances; marketing plan; other); Test-market (product test; Marketing-mix handling and processing); Commercial startup (final variant of product; beginning of production; response received from the first customers / markets ; market penetration; knowledge of trade mark; customers response and reaction) Research Methodologies There are many types of data and research methodologies that are applicable to the development of the new beverage. General process of marketing research consists of five stages: To determine the objective and aim of marketing research; To select necessary sources of information; To collect information and necessary data; Analysis of received data; To understand analyzed data and recommendations. For example, the research company has to conduct a marketing research concerning development of a new beverage. In order to be successful, the company has to make thorough analysis of the market.

Then it should find sound answer concerning the consumers, average price of proposed beverage, etc. The company needs to take solution concerning package and design of a new beverage. In addition, the company has to examine possibilities of its productions and the competitors. Analytical Marketing Research Various companies specialized on marketing research (like ACNielsen and others) claim that marketing research and methodologies comprise of systematic data collection and analysis of information received according to different aspects of marketing activity. Marketing research can be divided into several types: Research of advertizing / publicity /etc. This research consists of research of effectiveness, communication channels, competitors publicity, motivation researches, research of publicity before its mass production.

Product research. This kind of research examines reaction of consumers at new product and its potential effects; competitive position of product; testing of existing products; examination of package (design and physical characteristics); Market and Production Distribution Research. This segment examines market potential, analysis of the market share, defines market characteristics, analyses production distribution, examines sale channels, stimulation of demand, product promotion, bonus shares, coupon sales, samples, etc. Economy of Business. This type of research examines short-term and long-term prognosis, information control system, research of present activity, etc. Corporate Responsibility.

This kind of research examines consumers right to obtain necessary information and examines economic instruments of influence, legal limitations concerning advertizing and promotion or product, examines social values, to mention a few. Marketing data is collected, analyzed and examined within the limits of marketing data system proposed by the company that conducts marketing research. Marketing Research: Methods There are several methods that will be helpful for new beverage development: Direction Objective Method Market Capacity To determine possible limiting value of growth of market potential Press desk studies. Study of habits of making purchases. Collecting information about competitors. Market Share To determine position in competition Generalization of collected data concerning consumers.

Research data of commodity turnover of competitors, quantity of their workers, quality of production, conditions of production distribution Market Dynamics Merchandising policy Overview of statistic data. Dynamics of competitors commodity turnover. Interviews with experts in food industry (especially in the industry of beverages) Channels of Commodity Circulation To define the most effective ways to introduce new product to the market Interviewing consumers in order to find out where and why they purchase products. Interviewing distributors in order to find out volume of purchases and their end-customers. Price To define competitive price; to define profit level To receive list prices. To get information about prices in exhibitions, advertizing agencies, etc.

To find out whether these agencies and companies give discounts to the competitors Promotion To examine the ways competitors / other suppliers promote their products; to define popularity of the competitors product Review of magazines, journals, advertisement hoardings. To find out how the customers get information about new competitors products. To find out approximate expenses of competitors for promotion. The most preferable methods of marketing research will be methods of document analysis, consumers surveys, expert consultations and estimations, experimental methods, etc. Marketing Research: Types Actually, all of these types of marketing methodologies and researches (qualitative and quantitative) will be helpful for successful development and positioning of the new beverage: Appraisal survey. This research will be done in order to collect preliminary information.

Received information will be needed to sort out companys priorities, to obtain more specific information, etc. Descriptive research. This kind of research will be helpful to shape and describe marketing problems, situations, market of beverages, etc (i. e. situation on the market, consumers attitude to the newly designed product, etc). The company will get answers for the most important questions.

This information will be collected by means of observations, surveys and experiments. Casual research will be done in order to check viability of hypothesis concerning cause-and-effect relation if then. The research is based on primary and secondary data. Primary data is received in result of specially conducted researches (surveys, interviews, questionnaires, experiments, etc). Secondary data is collected earlier from internal and external sources.

All marketing researches are made with one objective in mind: to create product that will satisfy final consumer. Buyers Behavior Apart from marketing researches and methodologies, buyers behavior should also be thoroughly examined. The examination of general concepts of buyers behavior allows determining all possible motivating factors that have impact on consumers. It is very important to determine target groups. Buyers classification, modeling their behavior and prognosis of demand are crucial to success of a new beverage. Process of purchase can be divided into several stages: Presence of demand; Search for product Choice Taking decision about purchase (Decision-making unit); Behavior after the purchase was done (Consuming unit) General factors influencing buyers behavior are: Personal (these factors are unique to a particular person.

Also can be influenced by demographic factors, sex, race, etc) (Consumer Buying Behavior). Psychological (motives (according to Maslows hierarchy of needs: physiological, safety, love and belonging, esteem, self-actualization); perception; ability and knowledge; attitudes; personality; lifestyles, etc). Social (influenced by opinion leaders, persons family, social class, social culture, subcultures, reference groups, etc). Five Groups of Consumers We can conditionally divide consumers into five groups: Superinnovators. This group is not numerous.

It consists of people with high social rank who live in big cities and are inclined to novelties and risks. Innovators. This group makes up approximately 10 - 15 % of consumers. Innovators have the same characteristics like super-innovators, however, they are more cautious in their actions; Average Consumers.

This category makes up approximately 1 / 3 of the market capacity. Main part of this group lives in rural area and small towns. These people dont like to risk and prefer buying well-known products and brands. Conservatives. This category also makes up approximately 30 % of the market. They do not like novelties but try to follow the example of average consumers.

The lions share of this group consists of elderly people and people with low income. Super-Conservatives. This group makes up approximately 15 - 20 % of all consumers. These people can belong to different social layers. They have no artistic and aesthetic flair or imagination. They are loyal to their habits and preferences concerning products.

Superinnovators, innovators and average consumers (approximately 50 % of all consumers) purchase approximately 90 % of all new products. Bibliography Advertising and Promotion. (n. d. ). Retrieved from ACNielsen Website: 2007 Consumer Buying Behavior. (n. d. ). Retrieved January 12, 2007, from web Customized Research. (n.

d. ). Retrieved January 12, 2007, from ACNielsen Products: web New Product Development. (n. d. ). Retrieved January 12, 2007, from ACNielsen Website: web Total Mix Tools. (n.

d. ). Retrieved January 12, 2007, from ACNielsen Website: web


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Research essay sample on Order To Find Marketing Research

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