Abstract:

It is a well-established fact that with maturing product categories and hyperactivity in the marketplace, a marketer needs to constantly evaluate the product’s position and offer relevant and unique consumer benefits. This is achieved either through constant changes in the product and marketing strategies or through new product/communication development. Market research could act as a conduit for an innovative marketer driving such changes. Therefore, while most research focuses on understanding the consumer behaviour and attitudes related to specific issues, the methodology we suggest attempts at looking at issues from not just one, but various aspects. This paper focuses on a research process that takes a broad or holistic approach towards understanding the consumer as opposed to understanding the consumer in bits and pieces as and when required. We suggest a different approach for doing this, which has been supported with the help of a case study of a leading consumer durables company.