Abstract:

The importance of market research is steadily growing in Hungary too. The enterprises make their short and medium range decisions concerning production on the basis of the expected reactions of the market. Prior market surveys and the conclusions to be drawn from them form part of the preparation of decision making. Specialised institutions or advisers are often commissioned to survey the market. The present study sought answers to the questions of a clothing manufacturing enterprise. The enterprise wanted to know the quantitative and qualitative conditions that it had to take into consideration in the following years in order to increase its turnover and its share of the market.