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9. Marketing Research

  • 2025
  • OriginalPaper
  • Chapter
Published in:
Author
Rajagopal
Published in
Contemporary Marketing Strategy
Publisher
Springer Nature Switzerland

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Abstract

This chapter delves into the scope and methods of marketing research, highlighting its role in understanding consumer behavior, market dynamics, and competitive analysis. It explores various research techniques such as surveys, focus groups, and data analysis, and discusses how these methods can guide business decisions and future planning. The text also provides insights into the effectiveness of marketing strategies and the importance of consumer-centric approaches. A notable case study of Hindustan Unilever Limited (HUL) illustrates how participatory rural appraisal (PRA) and inclusive business models can empower local communities while enhancing market reach. The chapter concludes by emphasizing the significance of continuous market research in adapting to global market trends and consumer preferences.
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previous chapter Distribution and Promotion Strategy
Title
Marketing Research
Author
Rajagopal
Copyright Year
2025
Book
Contemporary Marketing Strategy

Print ISBN: 978-3-031-95920-2

Electronic ISBN: 978-3-031-95921-9

Copyright Year: 2025

DOI
https://doi.org/10.1007/978-3-031-95921-9_9
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