Marketing Research Essay Example | Topics and Well Written Essays - 1750 words

Marketing Research - Essay Example Due to this, the firm used a third party to come up with an infomercial to raise awareness and recorded sales. However, after a few months 25% of the initial sales have been returned by consumers. Golfers who had tried the Jacket before its debut didn’t show any sign of embarrassment while wearing the device nor did they find it uncomfortable. In addition, during initial stages of development, no problems were identified at all. The problem is that, before initial production, the company did not have requisite consumer information to inform the actual production. In this case, the firm has proposed a study in order to determine the causes of Swing Jacket return rates once purchases have been made. Research Objectives In marketing products, consumer behaviour is always an important aspect (Aaker 1991; Conover, J. N. 1982). According to Perner, L (2010), a market research is often carried out to ensure that what is produced is what customers yearn for and not what the producersà ¢â‚¬â„¢ term as the ideal product. ... t return rates once purchases have been made despite the fact that golfers who had tried the Jacket before its debut didn’t show any sign of embarrassment while wearing the device nor did they find it uncomfortable. In addition, during initial stages of development, no problems were identified at all. Further, it will be of importance to establish whether the information contained in the infomercial is coherent with the product. This as Bettman and Park (1980) puts it goes a long way in maintaining marketing ethics of beneficence, where the benefits and not risks are spread out uniformly between the sellers and buyers. This goes a long way in maintaining consumer trust. Importance/Benefits The study of consumer needs on a Swing Jacket will help Swing Jacket Inc. to improve the Swing Jacket with the understanding of how consumers perceive the product and how they make their selections between different alternatives, if any. The returns are made after several months of using the Swing Jackets. In this regard, the study will help the firm determine the level of influence from their environment e.g. culture, family, the media etc.). Such information will further assist the firm in understanding the behavior of consumers while making shopping and other marketing decisions as well as in gaining understanding on limitations hindering consumer access and processing of information (Perner, L 2010; Brucks, M. (1985). Swing Jacket Inc. is in dire need to cut a market niche and to reduce the return rate of the Swing Jacket which is at nearly 25% of the total sales. In this regard, the information from the study will enable the firm adopt new marketing strategies and campaigns to reach more customers effectively translating to more profits. An understanding of what brand was