Kudler Fine Foods Marketing Research Assignment

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Marketing research is the process of defining a marketing problem and opportunities, systematically collecting and analyzing information, and recommending actions (Kerin, Hartley & Berkowitz, 2009). Marketing research helps assess market potential, gives insight to into customer motivation, purchase behavior and consumer satisfaction. The purpose of marketing research is to gather, analyze, and interpret data related to the company’s market, competitors, marketing objectives, and customer demands.

Kudler Fine Foods is a gourmet grocery store that has experienced significant growth, and is now focused on expanding its services, improving the efficiency of its operations, and increasing the consumer purchase cycle as a mean to increasing the
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The five steps are; 1) Define the problem or opportunity; 2) develop the research plan; 3) collect relevant information; 4) develop findings; and 5) take marketing actions. Marketing research begins with setting research objectives that are specific, measurable goals they seek to achieve in conducting the marketing research. The objective of Kudler Fine Foods is clear; to seek consumer demand and satisfaction of their products, build loyalty, and business efficiency. Marketing research helps formulate the tactics that will be most effective for the organization to communicate and advertise its products and…show more content…
The consumer purchase behaviour research performed at the individual customer level through direct purchase activity gains insight of consumer buying habits. The organization’s internal marketing data base serves as a valuable asset to access consumer information, indentify marketing opportunities, problems, demographics, psychographics, and buying behaviours. Research specifics revealed through primary data collection are demographics, economics, and lifestyle characteristics of current and potential Kudler Fine Foods consumers; characteristics and usage patterns of current and proposed products; and forecasting sales of current and new products. A secondary data gathering, marketing intelligence is also a valuable tool for Kubler Fine Foods to analyze public information about new consumers, competitors, and developments in the market place. The goal of gathering marking intelligence is to improve strategic decision making by understanding the consumer environment, assessing and tracking competitor’s actions, and providing early warnings of opportunities and threats (Armstrong & Kotler, 2009). Kudler Fine Foods cooking class socials give opportunity to apply additional primary research methods such as mingling and observing consumers. The organization gains insight through observing, and interacting with conversations to develop

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