| The goal of such research is to find out the reaction, attitudes and behavioral patterns of the consumer toward the marketing mix of the product (that is product, packaging and advertising) in a given product category. In other words, the goal is giving ideas and a new perspective to the manufacturing company regarding the way the consumers use their product.
Through several research techniques, a detailed account of the perceptions and opinions of the target consumer group regarding the product is assembled. Next, the data is compared with competition products (brands). In the end, “product and brand use”, “brand image”, and the consumers’ expectations in this product category are defined.
Furthermore, what is “important” or “not important” for the consumer, “how the consumer uses the product”, “the amount of use”, “the frequency of use” are other possible areas to collect information on.
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