Abstract:

Marketing Research has proven great value for Migros in the day-to-day business. Migros could base several important product decisions on research studies. In retrospective we can say that these decisions, based on marketing research, have shown success.he increasing complexity of both retail business and its social environment will demand in future more sophistication, which can only be achieved with the help of marketing research. Retailers and Researchers have to seek a better communication in order to develop a market monitoring system which enables the management of retail organisation to make the right decisions.