How to analyze the market: step by step instructions. Market Research Market Research Methods in Marketing Briefly

Market research is the most common area of marketing research. As many experts note, without market research it is impossible to systematically collect, analyze and compare the array of information necessary for important decisions that are related to functioning in the market, market selection, establishing sales volume, planning and forecasting market activities.

The objects of market research are the trends and processes of market development, which include an analysis of the modification of economic, demographic, scientific and technical, legislative, environmental and other factors. In addition, market research is designed to study the structure and geography of the market, its dynamics, capacity, market barriers, competition, market conditions, risks and opportunities.

The main results of market research can be:

Forecasts of market development, assessment of market trends, identification of key success factors;

Establishment of the most effective methods for the implementation of competitive policy in the market;

Potential to conquer new markets;

Market segmentation. In other words, it is the choice of target markets and / or market niches.

Analysis of the macrosystem is designed to study the change in conditions external environment. The latter, although it does not have a direct connection with the market in which the company operates, but also has an equal impact on all firms that are engaged in this market.

The study of the internal environment of the company is aimed at establishing the real level of competitiveness of the enterprise as a result of the analysis and comparison of the relevant factors of the internal and external environment. The study of strengths and weaknesses aims to identify strengths and weaknesses in relation to its main competitors. This makes it possible to answer questions about what needs to be done in order for the functioning of the company to be fully adapted to dynamically changing environmental factors.

The analysis of the potential of the enterprise has the purpose of checking the resources of the enterprise, as well as their suitability for the implementation of strategic directions of activity.

Consumer research allows you to establish and study the entire set of motivating factors that influence consumers when choosing goods (for example: social status, income, education, gender and age characteristics).

The objects of research can be private consumers, households, families, organizations.

The subject of marketing research is:

Motivation of consumer behavior in market conditions, as well as factors determining it;

The structure of consumption, product offer, trends in demand for goods are analyzed and carefully studied;

An analysis of the processes and conditions for satisfying consumer requests is carried out.

The purpose of this study is consumer segmentation, as well as the choice of target market segments.

Competitive research is the process of obtaining the necessary information that would provide a competitive advantage in the market, as well as help find ways to effectively cooperate with potential competitors. For this purpose, an analysis is made of the strengths and weaknesses of competitors, a study of their market share is carried out, as well as the reaction of consumers to marketing activities of competitors (such as improving the consumer properties of the product, pricing features, trademarks, features of an advertising campaign, ways of service development). In addition to the above, a thorough analysis of the material, financial, labor potential of competitors is carried out.

The result of these studies is the choice of means and ways to achieve the most advantageous position in the market relative to competitors, finding active and passive strategies for securing their price advantage, or the advantage provided by the higher quality of the goods offered.

The study of possible intermediaries through which the firm will be able to "presence" in preferred markets, as a rule, a thorough study of the firm's market structure is carried out. In addition to trade, commercial or other intermediaries, the company must also have a correct understanding of its other “assistants”: advertising, freight forwarding, legal, insurance, financial, consulting and other firms and organizations, which together create a marketing market infrastructure.

The study of goods is called finding the conformity of the quality of goods and their technical and economic indicators to the needs and requirements of buyers present in this market, as well as analyzing their competitiveness. Commodity research provides an opportunity to acquire the most complete and valuable data from the consumer's point of view on the consumer properties of the product (reliability, design, ergonomics, price, after-sales service, functionality), as well as some data for the formation of optimal arguments for an advertising campaign, the choice of the most suitable resellers.

Thus, the objects of research are the consumer qualities of competing and analogue products, the reaction of buyers of these new products, the assortment, the level of service, packaging, product compliance with legislative norms and rules, and prospective consumer requirements.

Thanks to the results of the study, the company has the opportunity to form its own product range that best suits the requirements of the buyers. Marketing research makes it possible to:

Increase the competitiveness of the product offer;

Establish strategic directions of activity, depending on the current stage of the "life cycle" of goods;

Develop new products;

Modify existing products;

Develop a unique corporate identity, improve labeling, establish patent protection methods.

Price research allows you to determine such a ratio and price level, which could make it possible to maximize the level of profit at minimal cost.

The objects of research in this context are:

Expenses for the development, manufacture and marketing of goods;

Studying the level of influence of competition (comparison of consumer and technical-economic and parameters of similar goods manufactured by other firms);

The reaction of consumers to a change in the price of a good (that is, the elasticity of demand).

The results of the conducted research make it possible to choose the most effective ratio of "price-profit" (the so-called external conditions) and "costs-prices" (production costs or internal conditions) .

The study of commodity circulation and sales aims to determine the most effective ways, means and methods of bringing the product to the end consumer as quickly as possible.

Here, the main objects of study are trade channels and intermediaries, sellers, methods and forms of sale, distribution costs. These studies also include an analysis of the functions and features of the functioning of various types of wholesale and retail firms, the determination of their strengths and weaknesses and the characteristics of the nature of their interaction with manufacturers. This information makes it possible to determine the potential for increasing the company's turnover, to optimize inventory as much as possible, to develop clear criteria for choosing effective channels for promoting goods, to develop effective methods and methods of selling goods to target consumers.

The study of the advertising and sales promotion system is also one of the most important points of marketing research. This study is designed to identify how you can optimally stimulate the sale of goods, increase the credibility of the manufacturer of goods in the market, and successfully conduct advertising campaigns and promotions.

The objects of this study are: the behavior of suppliers, buyers, intermediaries, the effectiveness of promotional activities, contacts with buyers.

The results of the conducted research make it possible to:

Develop an effective public relations policy;

To form a favorable attitude towards the company and its products;

Establish methods for the formation of consumer demand;

Maximize the effectiveness of communications, in particular advertising.

Comparison of expected and actual results from carried out promotional events;

In addition to the above, this study provides an opportunity to make decisions on the activation of promotional activities, the search for new means of influencing the target consumer audience.

It is worth noting that measures to enhance the promotion of goods on the market include not only advertising, but also other aspects of marketing policy. They can be, in particular, studies of the effectiveness of ongoing competitions, bonuses, discounts, awards, etc.

Forms of marketing research can also be divided into primary and secondary.

Primary marketing research includes:

Survey. Interrogations can be oral, written, and also telephone;

Observation (systematic study of circumstances without affecting the object of study). They are divided into field, laboratory, and personal.

Experiment. There are field and laboratory.

Panel (repeated collection of data from one group at certain equal time intervals). There are consumer, trade and service panels.

Secondary marketing research is an analysis of an actual marketing problem according to the information collected or already published. used this species research for strategic marketing planning.

Marketing research is a process that consists of five successive stages:

1. Detection of existing problems and formulation of marketing research goals. In other words, at this stage there is a clear statement of the problem, as well as the objectives of this study.

2. Selection of information sources. At this stage of the study, a plan is being developed to collect information using primary and secondary data. To collect primary data, you need:

Choice of research methods (such as survey, observation or experiment);

Preparation of research tools (they can be questionnaires as well as special devices);

Drawing up a sample plan, as well as choosing a method of communication with the target audience (mail, telephone, personal interview).

3. Collection of information.

4. Analysis of the collected information. At this stage, the received information is analyzed in order to derive average indicators, variable components from the array of received data, as well as to identify various kinds of relationships.

5. Presenting findings that will enable marketing managers to make more rational decisions.

At the stage of identifying problems and formulating research goals, marketing managers need to clearly state the problem, as well as agree on the goals of their research. Suppose, for example, that a manager tells a researcher to simply go and collect market data for a product. In all likelihood, subsequently, such a manager will be disappointed with the result of the work, since the market should be researched according to many different parameters. In order to expect benefits from marketing research, they need to be directly related to the task or problem that the company faces and needs to be solved. Although the information gathering stage is expensive, nevertheless, a distorted or vague definition of the problem inevitably leads to unproductive costs.

After identifying the actual problem, the manager should formulate the objectives of his research. Such goals may be:

Search engines - involving the collection of any data that make it possible to solve the problem, and also, possibly, help to select a hypothesis;

Descriptive (provide a description of any phenomena);

extreme goals. Such goals include testing the hypothesis about the presence of any causal relationship, for example, that a decrease in the price of a product by 3 thousand rubles. will increase its sales by 10%.

At the stage of selecting sources of information, the researcher needs to determine the specific type of information of interest to the customer, as well as ways to collect it as efficiently as possible. You can collect primary or secondary data, or both.

Secondary data is information that exists and has already been collected for some other purpose. It can be, for example, financial reporting forms, reports with data from previous studies, publications of government agencies, specialized literature, etc.

Primary data is information that is first collected for a specific purpose.

Research usually begins with the collection of secondary data, which serves as a starting point. The advantage of secondary data is that it is more accessible. But, at the same time, there is also a situation when the information necessary for the researcher may be missing, or it may be incomplete, vague or distorted. In such a situation, the researcher will be forced, at much greater cost and loss of time, to collect primary data, which may turn out to be more accurate and relevant. Most marketing research involves the collection of primary data.

There are three main tools for collecting primary information: observation, survey, experiment.

1. Observation is one of the ways of collecting primary information, while the researcher conducts direct observation. marketing market information

2. Experiment. This requires the selection of comparable groups of subjects, the formation of a certain environment for these groups, control over variable components, as well as the establishment of the degree of significance of the differences identified in the observation. The purpose of the experiment is to reveal cause-and-effect relationships by screening out conflicting explanations of the observation results.

3. Poll. This research tool is the most convenient for purely descriptive research. Enterprises resort to conducting surveys in order to obtain information about knowledge, preferences and beliefs in society, etc.

The questionnaire is the most common research tool at the stage of collecting primary information. Its essence consists in a carefully selected series of questions on a specific topic, to which the respondent needs to give answers. The questionnaire is quite flexible, as it allows you to ask questions in many different ways. This tool requires careful development, testing, with the elimination of identified shortcomings before its widespread use in practice. When developing a questionnaire, a marketing researcher needs to intelligently and carefully select the questions that need to be asked, choose the form of these questions, their sequence, and carefully choose the wording. Each question needs to be reconsidered in the context of the contribution it will make to the outcome of the study. Some non-essential, little related to the essence of the problem questions need to be omitted, since the latter can tire the interviewee and delay the procedure. The answer and the form of the survey can also affect.

Most marketing researchers distinguish between the two most common types of questions: closed and open questions. The first type includes all available and possible answers, and the respondent simply chooses one of the proposed options. An open question allows respondents to answer in their own words. The formulation of questions also requires a careful and careful approach. The researcher should use simple, unambiguous language that does not affect the direction of the answer. Questions should be pre-tested before being widely used. Considerable attention is also required to establish the sequence of questions, which, as far as possible, should arouse the interest of the interviewees.

Although much less common, mechanical survey devices are sometimes used in marketing research. For example, galvanometers are used to measure the strength of interest or the intensity of the respondent's feelings when exposed to a particular advertising image or announcement. The galvanometer makes it possible to fix sweat secretions, which are characteristic of emotional arousal.

During the stage of analyzing the collected information of marketing research, the most important information and results are extracted from the totality of the data obtained. Most often, the researcher systematizes the obtained data in the form of tables. Through such tables, the necessary statistical indicators are obtained using special calculation methods. After that, in order to obtain additional information, the researcher has the opportunity to process the received initial data using modern decision-making models and statistical techniques that are actively used in the marketing information analysis system.

Every enterprise should be interested in the effective management of its marketing activities. First of all, it is necessary to have a clear understanding of how to analyze market opportunities, select optimal target markets, form an effective marketing mix, and successfully manage the implementation of marketing efforts. This set of activities constitutes the entire process of enterprise marketing management.

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Everyone who takes part in economic interaction necessarily functions in some market. The concept of the market is very significant, including in the field of marketing. Often the level of marketing firm does not meet generally accepted requirements. This is usually what causes low sales. Therefore, it is necessary to conduct analytical work and explore the marketing market.

Marketing market and its types

marketing market- this is the total number of all buyers of products (both existing and potential). These subjects have common needs or requests that can be satisfied through the exchange. Therefore, the size of the market is determined by the number of buyers who need any product. They have resources to exchange, as well as the desire to give these resources for the goods in which they feel the need.

The market in marketing must be clear. It is characterized by specific indicators:

Customer needs that provoke corresponding demand;

Geographical position.

In accordance with the needs that generated the demand for specific products, one can name main market types.

The market of producers (or the market of industrial products) is formed by companies and firms that buy goods / services for their future use in the production process.

The consumer marketing market (or consumer goods market) is made up of individuals who buy goods/services for personal use.

Market public institutions represented by state-owned companies that buy goods/services to do their job.

Intermediary marketing market - these are legal entities and individuals who need goods / services for future resale in order to make a profit.

The international market includes all buyers of products that are located abroad (these will include manufacturers, individuals, intermediaries and government organizations).

If we take the market as a combination of buyers with related geographic location, we can name the following types of marketing markets:

Regional - covers the entire territory of a particular country;

Local - covers one or more areas of the state;

World - includes all countries of the world.

An essential parameter in the characteristic marketing market is a combination of supply and demand for a particular product. In this case, we can distinguish between a "buyer's market" and a "seller's market".

In the seller's market, the leading figure is, respectively, the seller. This works when the existing demand overlaps the supply. In this scenario, the seller does not need to spend money on marketing. In any case, his goods will be purchased. By organizing marketing research, the seller will only waste money.

In a buyer's market, the buyer sets the tone. This alignment encourages the seller to expend additional forces to sell their products. This is one of the factors that encourage the use of marketing research on the market for services and goods. Rather, it is only in such a situation that we can talk about the implementation of the idea of marketing.

Why does a company need market analysis?

Marketing analysis is an essential moment in the work of a marketing manager. A detailed analysis makes it possible to quickly find unoccupied market niches, choose the most suitable target market, and better understand consumer needs.

Before starting the analysis, it is necessary to specify the objectives of the market research. The following elements need to be clarified:

Company's products: analysis of market development and share of the company's products in the segment;

Market structure: analysis of the conjuncture and marketing capacity of the market, assessment of market trends;

Consumer: analysis of demand, basic needs in the market, close marketing study of the behavior and expectations of the target audience;

Target segment: analysis of the prospects of market segments for choosing a field of activity;

Free niches: marketing analysis of market segments to identify free market niches and new sources of sales;

Rivals: analysis of the activities of rivals to identify the competitive superiority of products and search for weaknesses in the company;

Prices: Marketing analysis of competitors' price positions as well as the current price structure in the industry.

Clarity in this regard will make it possible to avoid working on unnecessary information. A clear goal will help to correctly develop an analytical plan, to adopt the most productive method of market research. Marketing assessment of the market will allow you to use only the necessary tools for studying, which will reduce the cost of searching and processing information.

After that, you need to correctly build a marketing analytical plan. It looks like a series of thematically grouped questions.

The enlarged stages of marketing research of the firm's market are as follows.

Market research, its segmentation and identification of the most significant segments.

Marketing research of volume, dynamics and potential of market development.

Study of prices and general economic analysis of the market.

Competitive analysis.

The study of the structure of distribution or distribution of goods in the market.

Identification of key market and consumer trends.

Study of demand, main needs and nuances of consumer behavior.

This list of questions acts as a universal scheme for organizing marketing research of the market. You don't need to do detailed analysis often. He has a fundamental nature. Such an analysis will provide the necessary information for two to three years of work.

How is a marketing analysis of the market carried out at the enterprise: the main stages

Stage 1. Determine the purpose of the market analysis

Before analytical work, it is necessary to outline the goals of market research. What should be considered:

company's products;

market structure;

Consumer;

target segment;

Free niches;

Competitors;

Specification will weed out unnecessary information and help build the right marketing analytical plan.

Stage 2. Product or service research

Through procedures related to product marketing research, market needs for new types of goods/services are identified. It also clarifies the characteristics (functional and technical) that should be modified in products already on the market. In the course of marketing research, the parameters of products that best meet the needs and desires of customers are determined. Such analytical work, on the one hand, demonstrates to the company's management what the buyer wants to receive, what properties of the product are significant for him. On the other hand, in the course of marketing analysis, you can understand exactly how to present new products to potential customers. Perhaps it makes sense to focus on individual characteristics when improving the product and promoting it on the market. Marketing research of the market of products and services provides information about what new prospects for the buyer provide new products or changes in existing ones.

Product analysis consists in comparing the characteristics of the products supplied by the firm with the parameters of competing products. For a marketing-oriented organization, the key to learning about a product is determining its comparative competitive advantage. It is necessary to get a clear answer to the questions: for what reason will potential customers choose the company's products, and not competitors' products? Who are these potential buyers? The results of marketing analytical work make it possible to identify those sales regions where the company has a comparative advantage in relation to rivals. The study of products is also necessary in the design and organization of sales.

When marketing an analysis of the market for goods, it is always necessary to follow the rule: the product must be where the buyer expects it most - and for this reason, most likely, he will buy it. This process is called product positioning in the market.

Stage 3. Determining the market capacity

Potential market capacity is the total number of orders that a company and its competitors can expect from customers in a particular region during a specified period of time (usually a year is taken). The capacity of the marketing research market is calculated for a separate product for a specific sales region. First of all, it is calculated in physical terms (the number of goods sold for a specific period - quarter, month, year). The marketing assessment of the potential market capacity in terms of value is also essential for the company. This is especially important when studying the dynamics of market capacity. In this case, the management of the company will need to determine:

Is there an increase in demand for the company's products? Or the demand is falling - and you need to think about re-profiling activities;

What are the prospects for activities in this regional sales market.

In a marketing study of the potential market capacity, it is important to identify the factors of influence that can provoke both a decrease in capacity and its increase. These factors are fluctuations in the amount of consumer income.

Stage 4. Carrying out market segmentation

This is, without a doubt, one of the most significant components of market research.

A market segment is a group of consumers that has strictly defined common stable characteristics or one quality that determines their behavior in the market. Thus, the essence and purpose of marketing market segmentation is the search for that group (or a number of groups) of consumers who, with the maximum probability, will buy a particular product.

Marketing segmentation of the market makes it possible to:

Find out the specifics of the most possible buyer of this product; demonstrate the nuances of consumer qualities in different market segments; determine which of the properties of the consumer group are sustainable and therefore more significant for designing the needs and desires of consumers;

Clarify (correct) the possible market capacity, simplify sales forecasting;

Understand how to change product properties (device, cost, shipping, appearance, containers, etc.) when selling in different market segments.

A sign of segmentation is a sign and a system of characteristics that unite any buyers into a stable group. They can be selected by income and social activity, by demographic and geographical characteristics, by nationality, and even by a common historical path. In general, the unifying criterion can be anything.

For the company, in sales, it is important which of the properties of the consumer group are in first place on this moment or will be there in the near future. Based on these properties, it is possible to establish the target market segment - the most significant or promising for the company, the one that meets its specifics. The correct choice of the target segment (that consumer group in which the most likely buyers of a particular product are collected) is a characteristic feature of a marketing-oriented company.

An analysis of the marketing research market shows that it is necessary to clearly understand the difference between a market segment and its niche. These terms should not be confused in practical and methodologically. A market niche is also a consumer group, but it has a number of differences. First, it is small in terms of numbers. Secondly, niche consumers have several characteristics, each of which can be characteristic of different segments of the same market or different markets and industries. Third, hallmark a market niche is a significant weakening or complete absence of rivalry in it. Based on these nuances, the process of finding a market niche, as one businessman said, is similar to a neurosurgical operation, since it involves the maximum accuracy of actions.

Stage 5. Study and analysis of the consumer

At this stage, it turns out: who is the potential consumer of the product, what is the structure of the wishes of buyers in the market of a particular company. Here, the management of the company will need to answer many questions.

Work in this direction will help to identify the most vulnerable places in the first place. This applies both to the product and to the variant of its implementation, to the economic tactics of the company as a whole. At this stage, the profile (portrait) of a potential buyer is specified.

In the course of such analytical work, not only the inclinations and customs, habits and preferences of the consumer are considered. It also clarifies the reasons for the behavior of specific consumer groups. This makes it possible to predict the future structure of their interests. At the moment, a serious arsenal of tools is used for marketing research of the behavior of buyers, their subconscious and conscious reactions to certain products and the advertising that accompanies them, to the current state of affairs in the market. Study methods include: questionnaires, surveys, testing. All of them provide an opportunity to find out the opinion of consumers of goods about the changes made to the product or service. With the help of these tools, you can monitor the consumer reaction to the efforts to release and market the product on the market on an ongoing basis. Building customer feedback and continuous improvement based on feedback from products and manufacturing techniques is one of the characteristics of a marketing-oriented firm.

Step 6. Research marketing methods

Marketing research of the sales market includes the search for the most effective combination of methods and forms of sale of goods / services, their strengths and weaknesses, belonging to a market segment or sales region. It examines the means needed to bring the product to the market. The work of companies directly selling goods/services on the market is being studied. Marketing analytical work involves consideration of the functions and features of activities different types companies engaged in wholesale and retail trade. Determine their strengths and weak sides, the nature of established relations with manufacturers is studied.

As a result, it is specified:

Who can act as an intermediary (an autonomous trading company or the company's own sales department);

To sell the company's products in a particular market as correctly as possible, with greater benefit.

Along with this, it is necessary to calculate all types of expenses for the sale of goods. It is necessary to think over the ways of implementation with the help of intermediaries and through the organization of your own sales network. It is also required to clarify the percentage of sales costs in the final cost of the goods, etc.

This component of the marketing research of the enterprise market is responsible for analyzing the effectiveness of different types and methods of advertising and promoting the product on the market. It also includes personal selling, company image building, and sales promotion.

In order to master the market, or at least start selling their products, a company needs advertising. It is required to search for and inform customers, form an attractive company image, and collect orders.

Selection of the most suitable types and means of advertising;

Finding out the most preferable sequence of using different advertising media;

The importance of advertising and the effectiveness of an advertising campaign are evaluated by the final indicators of the company's economic activity. First of all, this can be seen in the increase in sales volumes. At the same time, certain types of advertising are aimed at the long term. They cannot be quantified.

Stage 8. Develop a pricing strategy

Pricing is one of the key factors for successful competition in the market. In the course of working on the correct pricing policy, it will be necessary to think over not only the correct pricing strategy and the scheme of attractive discounts for customers. It is also required to determine the price range to increase profits and optimize sales volume.

Stage 9. Research of the level of competition

The study of rivals is one of the key components of marketing at the moment. Its results make it possible not only to develop the correct economic strategy and market policy of the firm. It immediately becomes clear what is done improperly in the goods, sales network, advertising and other elements of the firm's marketing activities.

During the study of rivals, first of all, it will be necessary to identify the main competitors of the company in the market (direct and indirect), to find their strengths and weaknesses. This is especially important when a company enters the market with a new product, develops an unknown area of economic activity, tries to penetrate a new market. To determine the comparative advantages of rivals and evaluate your own resources, it is not enough just to study the products of competitors. You need to get information about other aspects of their work: goals in a particular market, the nuances of production and management, pricing policy and financial situation.

Company leaders need to know:

What exactly does it consist of;

The ratio of the cost of your product and the products of rivals;

What sales channels do competitors rely on when selling goods;

What branches of economic activity do rivals want to penetrate in the future;

What types of privileges do competitors offer to customers and regular customers;

Who do they use as intermediaries in the sale of goods, etc.

At the moment, along with direct competition, the specialization of companies is increasingly deepening. Consumer demand, desires and needs of people are increasingly individualized. In this regard, it is necessary to learn to discover any ways for joint work and alliance (primarily in production and technology) with potential rivals. This is necessary in order to protect yourself from a price war in which no one is likely to win. This goes against the usual division of the market, with the struggle of enterprises to increase the territory in the sales market. Of course, price competition in any case remains (in certain segments of the market, in the production of similar goods, it even increases). However, she does not play leading role for long-term competitive advantage. The formation of various alliances between companies - potential rivals (joint ventures, strategic coalitions) gives them the opportunity not only to more effectively respond to consumer demand, but also to further increase the market capacity.

Stage 10. Sales forecasting

The basis of planning in a company under market conditions is the development of a sales forecast. That's where planning starts. Not from the rate of return or return on invested capital, but from the sales forecast. This refers to the potential sales volume of a certain type of goods / services for all branches of the company. The primary goal of marketing analysis of the market is to find out what and in what quantities can be sold. Only then can you begin to build a production plan.

With the help of sales forecasts, financial and production work is planned. Decisions are made about where and how much to invest. What (or after what time) the company will need new production resources. It becomes clear what new supply channels need to be found. What design solutions or technical innovations to send to production. Marketing work in this direction allows you to understand how to change the range of goods / services in order to increase the overall profitability of the company, etc.

However, a sales forecast is primarily a forecast. In this case, the influence of uncontrollable, sudden or unforeseen factors is great, their impact on the state of affairs of a company of any type. In this regard, such a forecast must be multicomponent, justified and multivariate to the maximum.

What methods are used for marketing analysis of the market

There are many ways to study the market. All of them are used in specific situations, to solve specific marketing tasks. Methods of collecting information in the implementation of marketing research can be divided into two groups: qualitative and quantitative.

Quantitative market analysis is most often associated with the organization of various surveys. They are based on the use of structured closed-ended questions. Gives answers a large number of respondents. Distinctive features of such marketing research are: the analysis of the information obtained is carried out in the course of ordered procedures (quantitative in nature predominates), the format of the information collected and the sources of their receipt are strictly defined.

Qualitative marketing analysis of the market consists of collecting, studying and interpreting information by observing how people behave and what they say. Monitoring and its outputs are of a qualitative nature and are carried out outside the standards.

The selection of the study method depends on financial and time resources. The main methods of market research are as follows.

Focus groups. Round table or discussion, where there is a conversation on a specific topic. The target consumer group takes part. At this event, there is a moderator who leads the conversation on a specific list of issues. This is a qualitative method of market research and is useful for understanding the causes of behavior. Focus groups help formulate hypotheses, explore the hidden motives of customers.

Polls. They imply a survey of the target market using a strict questionnaire. Sizes are both small and large. In a marketing survey great importance has a sample. The larger it is, the clearer and more valid the result will be. This is a quantitative marketing method. It is used when you need to get specific indicators on certain issues.

observation. Monitoring the behavior of a representative of the target audience in a normal environment (for example, video filming in a store). Refers to quality marketing research methods.

Experiments or field studies. Refers to quantitative marketing methods. They provide an opportunity to test any assumptions and alternatives in real life.

In depth interviews. Conversation with one representative of the target audience on a specific list of open questions. They provide an opportunity to understand the topic in detail and form hypotheses. Relate to quality marketing methods.

You can name, among other things, a group of analytic and prognostic methods. To conduct market research, apply:

The theory of probability;

Linear planning;

Network planning;

Methods of business games;

Economic and mathematical modeling;

Methods of expert evaluation;

Economic and statistical methods.

And yet, it is not often that the firm has sufficient funds to carry out a systematic marketing study of the industry market (starting with the development of hypotheses in focus groups, conversations and ending with a large-scale survey to obtain accurate information).

Often, a marketing manager needs to make a personal effort to collect the information about the market that will be useful for developing a marketing strategy for the firm.

Ways to find marketing information about the market

Social networks and forums. It is worth taking advantage of the network. There you can find out the opinion of buyers in social networks, on forums. Skype will also help Email. All of these channels will reduce the cost of market research.

Personal conversations. Conduct the interview yourself (5-10 conversations). Engage brand advocates, consumers and non-consumers of the market. Talk to those who make the decision and control the purchase, as well as those who use the purchased products. Such conversations will take less than a week, but they will provide a lot of useful information.

Organization employees. Ask your questions to the staff of the firm to get their opinion. Pay special attention to the sales department. If you are participating in market research as an independent party, talk to the management of the enterprises.

Internet resources. Explore information posted on the Web on a given topic. Do not pass by information about adjacent markets.

Own experience. Try to buy your products and record the impressions.

Own observation. Take a look at the behavior of people at points of sale for yourself: how they choose certain products.

Stay realistic. Enter into the marketing analysis of the market only the information that can really be collected and processed. Remember that it is not worth analyzing for the sake of the process of analysis itself. Only those results that will be useful in developing the company's marketing strategy matter.

The marketing environment of the market: why it is important to analyze it

The analysis of the marketing environment deserves maximum interest in the implementation of marketing research. It is updated all the time - either due to threats, or due to opening horizons. It is extremely important for any company to monitor such changes and adapt to them in time. The marketing environment is a combination of active actors and processes that operate outside the company and influence the prospects for its successful cooperation with the target audience. In other words, the marketing environment is the factors and forces that determine a company's ability to establish and maintain beneficial relationships with customers. These moments are not all and not always subject to direct management by the company. In this regard, they separate the external and internal marketing environments.

The external environment of the company is most often divided into macro- and microenvironment.

macro environment covers the entire state of affairs in the business space of the city (region, state). Its distinctive features have an impact on the work of all economic entities, regardless of the form of ownership and product differences. This influence will extend to a major food manufacturer, a five-star hotel, and a private beauty salon.

The external marketing environment is characterized by great mobility, so it is most often not subject to active influence from any company.

Microenvironment represented by the properties of a single market taken and the state of affairs in it. This market is of particular interest to the company. Let's say it can be a market for hotel services or a market for cotton fabrics.

The microenvironment includes forces that can influence a company's ability to serve customers:

Marketing intermediaries;

The company itself;

Buyers;

Competitors;

Suppliers;

General public.

Internal marketing environment consists of such components as:

Organizational and managerial resources of the company;

Human resources of the company;

The production potential of the company;

Design and engineering resources of the company;

Material and financial capabilities of the company;

Sales potential of the company.

The functioning of any organization in the market depends on the factors affecting it in the course of performing any actions. These elements form opportunities or threats for the organization, which, respectively, help or hinder the implementation of various actions and the achievement of tasks.

Knowledge of the properties and power of these factors makes it possible to develop such guiding decisions in the field of marketing that will help protect the company from threats and maximize the opportunities that have appeared for the benefit of the company.

Market marketing strategies: types and stages of development

Marketing strategy is a component of the overall strategy of the company. Thanks to it, the main directions of the company's activity in the market in relation to rivals and buyers are formed.

The development of market marketing strategies is influenced by:

The main goals of the company;

Its current position in the market;

Available resources;

Evaluation of market prospects and expected actions of rivals.

Since the state of affairs in the market is constantly changing, the marketing strategy is also characterized by mobility and flexibility. It can be adjusted all the time. There is no one size fits all marketing strategy. To raise sales of a particular company or promote any type of product, you need your own development of lines of business.

Marketing strategies are most often divided into specific strategies.

integrated growth. Its goal is to increase the structure of the company through "vertical development" - the launch of the production of new products.

concentrated growth. It implies a change in the product sales market or its modernization. Often, such marketing strategies are aimed at fighting rivals to gain a larger market share (“horizontal development”), finding markets for existing products, and improving products. As part of the implementation of these types of strategies, the company's regional divisions, dealers and suppliers are monitored. In addition, there is an impact on the final consumers of goods.

Abbreviations. The goal is to increase the efficiency of the company after a long development. In this case, both the reorganization of the company (for example, the reduction of any departments) and its liquidation (for example, a smooth curtailment of activities to zero while obtaining the maximum available profit) can be carried out.

diversified growth. It is used if the company does not have the opportunity to grow in the current market conditions with a specific type of product. The firm can concentrate on the release of a new product, but at the expense of available resources. In this case, the product may not be significantly different from the existing one or be completely new.

In addition, the company's marketing strategy can be directed both to the entire market and to its individual target segments. Main strategies for individual segments:

Differentiated marketing strategy. Here the goal is to cover as many market segments as possible with the release of products specially designed for this purpose (appearance, improved quality, etc.);

Concentrated marketing strategy. The forces and resources of the company are concentrated on one market segment. Products are offered to a specific target audience. The emphasis is on the originality of any goods. This marketing option is most suitable for companies with limited resources;

Mass (or undifferentiated) marketing strategy. Aimed at the market as a whole, without any differences in consumer demand. Competitive advantage goods is mainly to reduce the cost of their release.

Common mistakes businesses make

Mistake #1. The firm thinks little about the market and is weakly focused on the client.

Market segments are not prioritized.

The segments themselves are not clearly defined.

A large number of employees of the company are of the opinion that customer service is the area of responsibility marketing divisions therefore does not seek to treat consumers better.

There are no managers who are responsible for specific market segments.

Mistake #2. The firm does not fully understand its target customers.

Sales of products do not reach the expected level; rivals' goods are bought better.

Product returns and customer complaints are exorbitant.

The last marketing study of the consumer audience was conducted more than two years ago.

Mistake #3. The firm does not effectively detect its rivals and monitors their activities poorly.

There is no system for collecting and disseminating information about rivals.

The firm is too focused on its closest competitors. There is a risk of losing sight of both distant rivals and technologies that threaten the well-being of the company.

Mistake #4. The company illiterately builds interaction with all stakeholders.

Distributors, dealers, suppliers are not the best (do not pay due attention to the company's products, poor quality supplies).

Investors remain dissatisfied (it looks like an increase in the interest rate of loans and a fall in the share price).

Dissatisfied employees (there is a high turnover of staff).

Mistake #5. The company is not looking for new development prospects.

The vast majority of projects implemented by the organization ended in failure.

Recently, the company has not been striving for new horizons (interesting offers, sales markets, etc.).

Mistake #6. The marketing planning process has significant drawbacks.

The plans are not related to the modeling of financial results, they do not work out alternative ways.

The plans do not consider the possibility of unforeseen circumstances.

There are no mandatory components in the marketing plan or there is no logic.

Mistake #7. Service strategy and product strategy require changes.

The company offers too many free services.

The organization does not have the resources for cross-selling (selling products along with additional goods / services - for example, a shirt with a tie, a car immediately with insurance, etc.).

The list of the company's products is too large, which negatively affects production costs.

Mistake #8. The firm does not make efforts to form a strong brand.

The budget section between different marketing tools practically does not change.

The procedures related to the promotion of products do not take into account the indicators of income on invested finances to the required extent (the role of investments is underestimated).

The target audience does not know the company well. People do not consider a particular brand to be the best.

Mistake #9 Illiterate organization of the activities of the marketing department hinders the productive marketing of the company.

Employees of the department do not have the skills required to work in the current conditions.

The marketing department is located in difficult relationship with other divisions.

The head of the marketing department does not cope with his duties, he lacks professionalism.

Mistake #10. The company does not use to the maximum the possibilities of modern technologies.

The organization's automated sales system is noticeably outdated.

The marketing department needs to develop dashboards.

The company practically does not use the Internet in its work.

With the utmost automation of the sales system, a large number of daily marketing calculations can be carried out not by the employees of the company, but by software. This option makes it possible to optimize these solutions and helps to save a lot of working time.

Attention!

VVS provides exclusively analytical services and does not advise on theoretical issues of the foundations of marketing(capacity calculation, pricing methods, etc.)

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Recently, psychological methods, methods for studying the motivation of buyers, in other words, why buyers are more willing to buy one product and refuse another, although from a technical point of view, both products equally satisfy his needs, have recently played an increasingly important role in the methodology of market research and the development of a marketing concept.
The study of customer motivation goes in two directions. In one case, the motives of a person's behavior (his actions) when choosing and buying a product are studied. In the other, efforts are being made to find ways to effectively influence these consumer decisions.
An attempt to study the motives of people's behavior leads us directly into a very vast field of science - psychology. (Here we note in brackets that the psychological factors considered below are based on the prevailing stereotypes of behavior in conditions of constant freedom of choice of goods, in other words, in the absence of a commodity shortage)
It is known that all the decisions people make throughout their lives are due to certain motives. Here, for example, why among smokers more people smoke cigarettes than pipes, why the number of smoking women why women use perfume and nail polish, why, finally, people buy a certain brand or type of car, for example, "Cabriolet", although the weather conditions are more suitable
it would be a different car.
Obviously, all these people (customers) have their own motives. But what exactly is motivation?
Motivation is a set of factors that motivate a person to take certain actions. When a person feels hungry, he wants to eat, i.e. satisfy the feeling of hunger. Customers also want to satisfy a certain feeling. If all people bought only those things that they need, thereby satisfying their vital needs, the development of the economy of many, and primarily Western, countries would slow down.
Most of the things that people buy do not satisfy vital needs. Sometimes they are useless, even harmful, for example, tobacco products and high heels in women's shoes. Or maybe not needed at all, like furs in warm countries and spirits. Or it is simply customary in society to use them, but they turn out to be uncomfortable, for example, ties for men. And such cases can be called as many as you like.
So, this psychological need is connected not so much with the satisfaction of vital needs, but with satisfying something else in oneself that is directly related to the social principles of a person, such as, for example, the desire to acquire prestige or emphasize one's individualism and nonconformism.
Most human actions are the result of the manifestation of a certain internal psychological tension. If such internal psychological tensions become strong enough, they induce a person to perform certain actions.
But the main motive for such a human act (action) as the acquisition of some thing is the desire in one form or another to give oneself greater confidence in society. For example, people buy a certain brand of car just because it increases their prestige, and they get the feeling that they are more respected in society and their material security is higher.
In addition, often the motives of buyers are completely irrational. It is well known that men often buy a cheaper car than they would like. And they usually do this under the influence of a spouse who wants to spend money on completely different things, say, on new furniture or a fur coat. And later, they buy additional accessories (aluminum hubcaps, amplifiers or air conditioners) for a new, relatively cheap car. As a result, the car is not much cheaper, and sometimes even more expensive than a more expensive model.
Let's take another example. A person wants to buy a new car, because the old one does not suit him for a number of reasons. The children do not get tired of reminding him that the neighbors have a more modern and expensive car, and the wife insists that a new car is not needed at all yet. Indeed, according to her, it is already completely impossible to cook on an old stove and it is a shame to invite guests to the house because of the old furniture in the dining room. The arguments are convincing, but the gaze of the head of the family, nevertheless, is constantly riveted to that annoying advertisement of a wide variety of cars, which fills the pages of newspapers and magazines. And when he has old car there are technical problems that, in general, could be solved quite easily and at little cost, they give him a long-awaited reason to buy a new car. So why does he still buy new car, after all, the old one still fully satisfies his needs? With a rational approach, it would be wiser to spend the accumulated money for other purposes. These kinds of questions are the psychological aspects of market research and consumer behavior.
Only in rare cases are motives a simple chain of causes arranged in a linear order that could be easily listed on one's fingers. Usually these are very complex structures, which are comparable to a clockwork, where one wheel is in contact with another. Coming into motion itself, it sets in motion all the other castors.
Thus, human behavior and actions of people, as a rule, are determined not by one motive, but by several at once. And just like what happens in network diagrams, some motives affect others, and those in turn affect others.
In order to understand the causes of human actions, as well as the motives for making decisions by buyers, it is necessary to study individual psychological factors. For this are used:

functional method;
dynamic method;
method of fundamental analysis.

functional method
The method is based on the fact that we cannot find the answer to the question why people buy this particular brand (for example, a car) and not another one without finding out why they even buy this thing (i.e., a car in general) . When studying this issue, it is necessary to take into account all the circumstances that affect the adoption of this decision.
If, say, the purpose of the analysis is to develop a new marketing concept for the sale of a new brand of cigarettes - its new name, new packaging and a new flavor - at the same time, the behavior of smokers is studied: in what situations they smoke, what they think about when they light a cigarette and when they smoke it, in what cases they buy cigarettes and how they feel when they see this or that package, etc. .
In determining consumer exposure to television advertising, the role of the television in the home as the center of family life.
One more example. In studying the toilet soap market, scientists have found that consumer preference for a particular brand does not necessarily depend only on the type of packaging, fragrance, and the like. In order to understand why people prefer one brand of soap over another, additional factors must be taken into account. After all, there are buyers young and old, conservative and flirtatious. Soap is one of those commodities that come into very close contact (literally closely) with human body, so the psychological factor in the decision-making process about which brand to choose plays an extremely important role.
Completely irrational psychological motives also determine the decision to purchase industrial products, including even machine tools and equipment.
Example.
A duralumin barrel manufacturer approached a marketing institute to explore ways to increase sales of the product. A customer survey showed that technicians preferred steel drums to aluminum drums because they were heavier and therefore gave the appearance of increased reliability, although from a technical point of view, aluminum drums were on the same level of reliability as other metal drums. But at the same time, of course, they had an advantage, since they had less weight (the paradox is that just because of their lightness, they even looked not so reliable even for specialists).
dynamic method
However, it is still not enough to study the motives of people in a variety of circumstances. It should not be overlooked that a person's motivation changes with age. It also changes in the historical aspect, i.e. in the process of development of society (nation, race).
It is well known that a person changes his views throughout his life. Therefore, when studying the question of why a person buys that particular thing (that particular new model), it is necessary to find out which brands of that particular thing (car model) he bought before and what meaning they had for him throughout his life.
Example E
When developing a new cigarette marketing concept, it is interesting to know what smokers experienced when they smoked their first cigarette and what smoking has meant to them over the years.
Example 2
When studying the motives of people in the distribution of the family budget for certain types of expenses, it is very important to know how the income of a particular family has developed. It is known that people adapt more to rising incomes than to their decrease.
Fundamental analysis method
Using this method, experts are guided by the fact that if people's behavior is on the surface, then its deep motives, as a rule, are not known to the person himself. Therefore, when studying the motives of consumer behavior, it is necessary to take into account all secondary circumstances, even if at first they seem not so important. Hasty interpretations of motives are usually misleading.
Again and again: when determining the motives of the behavior of buyers, one should never forget that the majority of them are irrational. Since, as the results of ongoing research show, most of the reasons leading to a purchase decision are unknown even to the buyers themselves, one of the main tasks of market research in this regard is to identify those motives that are not known to the consumers themselves.
Example.
Recently a Western marketing institute did an interesting study on behalf of a toilet soap manufacturer. Initially, by polling passers-by on the street, they found out which properties of soap are most important for them when choosing this product in the store. The majority answered that it was first of all the washing properties and aroma of the soap, and only then its color and shape, but when the same people were handed the soap, about 70% of them did the following: unwrapped it, felt the surface, smelled it and then weighed it soap in hand. By their behavior they showed that the weight of the soap is almost of primary importance to them, although people themselves do not think about it.
At the same time, the desire to test the softness (tenderness) of soap when touching the body was expressed in the fact that people carefully, almost gently felt it. And this refers to irrational behavior, for neither the weight nor the properties of the surface of a dry bar of soap determine its washing properties and qualities.
So, the survey showed that the motivation of buyers when buying soap is quite irrational, and the determining factors here are such properties as weight and the degree of surface roughness, which are in no way related to the quality of the soap.
A parallel study of the motives of the behavior of buyers led to the conclusion that when purchasing industrial products (machines and equipment) and even when making investments, the motives are also irrational. Thus, the shape and styling of trucks affect the decision to purchase no less than their technical characteristics.
The same irrational motives guide the behavior of buyers in cases where preference is given, for example, to what is located further in the window, or higher, or deeper.
Psychologists have already said that if the globe showed the south pole at the top and the north pole at the bottom, then the relation to southern countries it would probably be a little different. There is also a well-known point of view according to which religious and even political beliefs, as well as such concepts as faith, love, hope, etc., are directly related to the formation of irrational motives for people's behavior.
So, the development of a new product begins with a study of the motives of the behavior of potential buyers. Here we should once again pay attention to the fact that, as a rule, a person does not begin to act without internal tension, in other words, if he does not have unsatisfied needs, and that great prospects open up.
on the market for the product that is able to relieve this internal tension.
The impact of advertising and marketing concepts is the more effective, the more thoroughly they take into account the emotional ties that exist between buyers and the product. This should be one of the main factors to consider when developing marketing concepts. After all, studies have shown that even certain types of metals and raw materials from the position of the buyer have their own properties. For example, iron and steel are considered old fashioned compared to aluminum and plastics.
About how to use the knowledge of human emotions and motives of people's behavior when developing a marketing concept, Ernest Dichter, an American specialist of Austrian origin, perfectly speaks in his book “Strategy in the Kingdom of Desires”. In particular, he gives an example of developing a marketing concept for an enterprise selling citrus fruits.
The task was to first determine the feelings that customers experience when they see oranges and grapefruits in order to develop a marketing concept based on the information received. For these purposes, experts have developed a system of proportional representation of these fruits, depending on the opinions and feelings of buyers. At the same time, such evaluative categories as cheerfulness, sociability, reliability, etc. were used here, including the concepts of family feelings and social status.
To establish the proportional representation of these products within the concept of social status, they identified four types of people: the first - a certain Mr. Jones - an athlete who has breakfast at five o'clock in the morning; the second is Mrs. Vandobil, a young lady who is said to move in the circles of a select society and is served breakfast in bed by servants at 11 o'clock; third, Mr. Canini, the conductor, who takes breakfast at nine-thirty in his working room; and lastly, Mr. Nash, the accounting clerk, who has breakfast at seven o'clock in the morning in a small restaurant not far from his apartment.
The experts then asked a group of 200 people the following question: Which of these four people prefers orange juice and which prefers grapefruit? The results were as follows (in %): Oranges Grapefruits Jonze 76 24 Vandobil 38 62 Canini 29 71 Nesh 85 15
From these data, it can be seen that orange juice is associated with the life of working people, and grapefruit is more likely to refer to a lady from the "society" and a conductor. Therefore, it was possible to establish the so-called "social status" of these two products.
In another test, these two fruits were classified as opposing qualitative concepts. At the same time, specialists received information that allows them to more deeply determine the emotions of buyers associated with these products. They were able to identify those properties that need to be paid special attention to in a marketing campaign and which, for sure, will give positive feedback from potential buyers.
So, it was found that the orange is more associated with the concepts: sunny, a lot, dynamic, fun, fast, but the grapefruit is associated with the concepts: intellectual, little, fun, slow, old and cool. All these data served as the source material for the development of advertising media.
They showed, for example, that shoppers typically see oranges in large quantities and grapefruits as one single fruit. Oranges evoke associations of cheerfulness, and grapefruit - cold prudence. In addition, this fruit is considered an "intellectual" product.
Such studies should be carried out when developing any marketing concept, regardless of whether the marketing program relates to agricultural products or to machinery and equipment.
Exporters working with Western partners need to be aware when developing an export strategy that psychological factors in relation to a new, non-traditional product or a supplier located geographically far away play an important role in the decision to buy or not to buy.
Attention should also be paid to the fact that it is extremely important to comprehensively study the impact of advertising on the consumer, even when designing posters and choosing fonts. After all, it is known that different types of advertising have a different impact on different segments of society.
Example.
The study showed that the middle and higher social ranks are guided primarily by the advice of their friends and more often take advice from specialists. Less often they turn to advertising media, while the lower strata of society, who have just enriched themselves (the so-called "nouveau riche"), are guided more by advertising on radio, television, on posters and on the pages of magazines and newspapers.
Therefore, when developing a marketing concept, and primarily for consumer goods, it is necessary to clearly define which segments of society a particular advertisement is addressed to, and hence who should be chosen as advertising carriers.
Most buyers purchase a product when they believe that the product fits their persona and their social position. This fact is extremely important for the development of trademarks and symbols. It is not for nothing that many symbols look like the old coats of arms of the nobility, because the so-called brand identity is also a motivating factor in establishing relationships between the buyer, the product and the brand. Here, let's say, a person buys a car only if, in his opinion, it corresponds to his personality or character and gives him weight in society.
Only in extremely rare, exceptional cases, buyers are guided by purely rational motives. In fact, they buy because this product corresponds to inner emotional emotions unknown to them. Therefore, when making technical improvements to product brands, one should not forget that they will justify themselves in the market only when they give a certain “psychological” profit.
The purpose of this short introduction to the psychology of market research is to draw the reader's attention to the importance of this aspect and to the fact that in the development of any new product and new products it is very important to conduct in-depth market research. Only in rare cases, such studies are able to be carried out by the manufacturers themselves. An important role is always played by the appeal to the help of specialists,

How to do research

Analysis of sectoral markets implies as its object a set of enterprises with interests in one sector of the economy. The so-called economic branch. It covers the production, distribution and consumption of specific services or goods.

And the purpose of this study is to identify industry risks. An analysis of the sales market should calculate the possibility and parameters of deviation of the results of the activities of a certain entity associated with the unstable situation of a particular industry market.

Table of main criteria:

How to make a comprehensive market analysis - this question is necessary for a clear idea of what will happen with the goods or services of a particular industry entity. The answer will consist of the following items:

what is (relationships that are formed in the market in a certain period of time and existing trends);
forecast of the dynamics of development and growth (for short-term forecasting, inertial processes are important, for long-term forecasting, the probability of changes in market activity);
what is (since it is impossible to sell more goods than they can buy in a certain territory, as a rule, the period of time is taken equal to one year);
competitor research (understanding how much will be spent Money to fight against them, or to resist their fight);
what is the volume of expected sales of goods or services (vital important information for planning and organizing the functioning of a particular enterprise).

Methods Used

Market analysis methods are systems that allow you to comprehensively explore the market in the aggregate of all indicators. There are the following methods by which market research is carried out:

Which of the methods to prefer in a particular case is determined by the circumstances and. But the most objective indicators will be given by a combination of several methods, since their indicators will complement each other.

If the consumer group is the population, then additional research methods are used that will take into account the improvement in the possibility of service and the ability of buyers to be loyal to a particular brand of product.

As a rule, the methods are based on game theory. A superficial analysis can be carried out by a non-specialist, but to obtain a serious forecast, the participation of professionals capable of using all study methods is necessary.

Research Process

Marketing analysis of the market is the assessment, definition, modeling and forecasting of all aspects of the processes taking place in the market and the functioning of a particular industry subject using various research methods. It is possible to conduct it only taking into account a number of factors that are established using a variety of classifications that contribute to a clear structuring and classification of work. The first of these is the structure of marketing analysis. these are the analyses:

specific industry market;
enterprises;
potential and real competitors;
implementation plan for a particular project;
goods or services, their competitiveness.

The main purpose of marketing research is to identify potential opportunities and risks, as well as to create forecasts for options developments in the industry. Based on the results of the analysis, a managerial summary is created and a marketing strategy is determined.

The tasks of marketing analysis are determined by the following factors: the topics of the studied phenomena, the urgency and openness of the data. The most popular research data programs are:

PESTLE analysis. This is an advanced version of PEST analysis. It also takes into account natural, geographical and legal factors.
"Porter's Five Forces". The most powerful toolkit for marketing analysis. This technique identifies five main factors that determine competition, and, consequently, determine the tactics and strategy of the enterprise. The most popular technique among professionals. But its drawback is that it does not consider all particulars and exceptions. And also this technique should be developed for each separate line of business.

Rate the value

It is difficult to overestimate the need for market research for the viability of an enterprise. The analysis gives not only a clear idea of the current situation in the industry and the place of a particular company in it, but also shows the likelihood of future developments.

The research results, together with planned and reporting information, allow the enterprise to develop strategic measures in advance (development of beneficial processes, elimination of identified imbalances and monitoring possible ones). Market analysis allows you to implement the most effective measures - organizational and economic.

Complementing and developing the above, we can conclude that the markets consumer goods and products for industrial purposes are studied mainly based on the use of three approaches:

1) through the analysis of secondary information;
2) by studying the motivation and behavior of consumers;
3) by analyzing the release and marketing of products.

The first approach examines all documents of interest to the enterprise, issued by statistical authorities, various ministries, chambers of commerce, regional governments, and also resulting from special non-marketing research. Such information is quite cheap, even free, relatively easily accessible.

Obviously, the information may be closed, incomplete, insufficiently detailed, for example, not be presented in a sufficiently detailed nomenclature section. Therefore, it is usually clearly not enough to obtain reliable results.

Taking into account the reservations made, we note that as a result of studying the documents, one can get a general picture of imports and exports, the structure of pierced, as well as the structure of consumption by type of product and industry. But the study of documents cannot provide operational information of the required quality; it will give only some statistics on the production and sale of the products under study. However, the range of products is usually too enlarged, so this information is sometimes impossible to use for the needs of a particular enterprise.

The second approach to market research involves the study of consumer motivation and behavior by conducting special surveys: interviews, interviews, filling out questionnaires. The respondents are both ordinary consumers and professionals - experts who are deeply versed in the problem: users who influence the choice of the seller, buyers for whom the product has no secrets.

Therefore, a specialist who conducts such a study should have a good knowledge of the relevant market and the product under study, and have information about manufacturing companies and intermediary organizations. It must be borne in mind here that the motivation for purchasing industrial and technical products is rational and to a much lesser extent emotional, compared with the purchase of consumer goods.

The sample in the case of studying products for industrial purposes does not cover individuals, but enterprises. When surveys are conducted in the industrial sector, the sample is usually small (the exception is automated markets, where potential consumers are represented by a large number of enterprises), replacements are impossible: there are companies that must be interviewed, for example, large firms - leaders in their industries.

In the case of automated markets, there is a great opportunity to sample enterprises on a representative basis, including enterprises of different sizes and levels of market activity.

When examining production and technical products, it should be taken into account that in the process of preparing and making a purchase decision, specialists and managers of the enterprise take part, having a different influence on the formation and implementation of its procurement policy (members of the so-called purchasing center).

Purchasing center - the totality of all persons and groups of persons involved in making decisions on the purchase of goods different kind who have some common goals and share the risk for their decisions. So, when purchasing products for industrial purposes for an enterprise, the purchasing center of an enterprise includes: consumers of purchased products; managers and employees influencing purchasing decisions; employees who, by virtue of their duties, carry out purchases; employees and managers who have formal or non-formal power in the selection of suppliers; employees who control the flow of information about procurement in the enterprise. The purchasing center is not a fixed organizational unit. It is extremely useful for sellers of products for industrial purposes to know who is in the purchasing center at a particular enterprise, how individual members of the purchasing center influence the purchasing policy, what considerations govern when choosing it.

Studying the structure of the buying center is also important for consumer goods, since purchasing decisions are very rarely made by individuals in isolation. In most cases, they are accepted by the family, which in this case represents the purchasing center. Knowing sustainable buying practices involves identifying the appropriate roles of mother, father, and children, separately by type of product and for different stages of the buying process.

In addition to studying the opinions of consumers, we also study the opinions of managers and specialists of intermediary, distribution organizations, as well as manufacturing enterprises related to the production and marketing of products.

Here it is important to consider one important circumstance. The demand for industrial and technical products is derived from the demand for final consumer goods in the manufacture of which it is used.

Therefore, for forecasting purposes, it is necessary to study not only existing and potential consumers of industrial and technical products, but also the market for the corresponding final goods.

There is a widespread distrust of surveys in the industrial environment, especially among those whose activities may be affected by the results.

At manufacturing enterprises, these are production workers, employees of the design bureau, and possibly the management of the enterprise. This is due to a number of reasons: in the industrial environment, preference is often given to production (quantity, quality, cost), while technical specialists, as a rule, do not have an economic education, are unfamiliar with the specifics of marketing industrial and technical products.

Technicians believe that everyone knows about their products, their high quality seems to them a sufficient condition to find a buyer. The ongoing studies do not give such accurate quantitative results that they expect. Based on these studies, it is rather difficult to assess the effectiveness of the planned actions in the market.

Studying the opinions of managers and specialists of intermediary trade organizations, obtaining the necessary information from them is often an even more difficult task than conducting research at manufacturing enterprises. Here, there are problems of maintaining trade secrets and an ethical plan associated with the provision of information about products (consumer attitudes, sales volumes, etc.) of competing firms. Much depends on the ability of the marketer to "get" the necessary information even in adverse conditions.

When conducting marketing research, especially when it is not possible to obtain reliable quantitative information based on one of the considered approaches, all three approaches should be used in parallel.

8. Market research, with the help of consumer motivation

A craftsman in his workshop works on an individual order for a certain client, and Henry Ford for many years sold the same black model, a black Ford T, to hundreds of thousands of people. The market, as we imagine it, is thousands and millions (the number is determined by the product) of potential buyers, who, applying a certain set of criteria, need to be combined into more or less homogeneous groups in order to apply a certain production policy to them (to produce for them and sell them the products they need) and a policy of selective advertising "notification" that is tailored specifically to them, their way of seeing, their market behavior.

The breakdown of buyers into separate groups is called segmentation.

Activities to identify groups of buyers are carried out both on the basis of a variety of quantitative and qualitative criteria (age, gender, housing conditions, income, belonging to a socio-professional group), and on the basis of psychological data (conservatism, presence of authorities, positive or negative attitude to changes , innovations).

Activities aimed at studying various customer segments are of great importance for the enterprise; it relies on research, including testing, the study of motivation.

Now we will look at different ways of studying the market, starting with

motivations.

Any person who needs to sell any product, service or idea, consciously or unconsciously seeks to understand the true motives of consumer behavior, to identify the hidden mechanisms of this behavior, so he turns to the study of motivation.

needs and motives. We take action because we must meet our needs. We get past the basic needs stage as soon as we can get enough food, clothing, and shelter.

We are talking about those needs that a person is not always able to satisfy. But along with these "understandable" needs, there are complex reasons that are called "motives". It is they who push us to do something, buy, go somewhere; thus, the tension caused by the emergence of such desires is relieved.

These motives are subordinated to our relations, i.e. our constant psychological predisposition to act in a certain way, to perceive something given in any conditions: we accept something, and we do not accept something (woolen ties, skimmed milk, plane rides, etc.). Relationships are the result of the interaction of the most diverse influences, in the power of which we are constantly in the power from early childhood: family, environment (all microsocial structures that we enter: school, sports club, etc.), social class to which we belong , certain social groups with which we identify ourselves and which perform the functions of a model, a leader of public opinion, various mentors.

The true reasons for the purchase are not always conscious. It is paramount for a manufacturer to understand the motives of its potential customers. The manufacturer is interested in information about what goods, packaging, advertising should be that can cause an act of purchase, which is preceded by an act of perception, "a living relationship that boils down to structuring objective data", through which the individual "reinvents" the object and enters it into his needs or desires or does not accept it; the act of buying is a series of positive experiences to be evoked.

It is important to note that each person under the influence of these mechanisms is not always aware of their role. So, we need to carefully distinguish the meaning that we ourselves attach to our actions, i.e. reasons that we put forward in an effort to explain our behavior in a rational way, and their real meaning. We must also take into account the conflicts that we ourselves cause; the same act contains both positive and negative sides, it can become a source of dissatisfaction (desire to drink, but fear of getting drunk, desire to eat a cake, not afraid to gain weight) or remorse (if I buy this item, I will deprive my children of something since my budget is limited). The concept of conflict, which is important in commercial psychology, explains the behavior that comes down to replacing a product or searching for an alternative product, as well as refusal and pseudo-realization in a certain situation of purchase and, therefore, choice.

All these studies have made it possible to draw a number of conclusions of a fairly general nature, which allows us to present them as a theory of the act of purchase, the main provisions of which are as follows: objects (goods and services) are symbols; non-acceptance or acceptance of their symbolic meaning for oneself (thanks to this, I seem to be a serious person, thanks to this I can be mistaken for a nouveau riche) entails the purchase or rejection of it; there is a deep connection between who we want to be (or appear) and what we can buy (James Bond underwear or Black Belt, a huge motorcycle that, out of caution, we will not ride at high speed, watch or dress invented by the song "idol"); to buy something means the opportunity to express yourself. Whatever we do, we strive to increase our prestige in the eyes of others. For ourselves and inexpensively, we will buy a fine tie from a duck merchant, but we will present the same tie to someone as a gift if it has the label of a trendsetter on it; buying creates discomfort: indeed, choosing something means giving up something.

This is the cause of regret, even doubt: whether the choice was made correctly; spending money gives rise to often hidden remorse of a more or less moral order (here we are faced with

the concept of conflict), which are the result of a certain type of upbringing.

Buyer behavior patterns. Researchers (Skinner, Howard, Sheth, Nicosia, Engel, Kolla, Blackwell) have proposed several models that take into account the influence of numerous external variables, as well as the personality of the buyer himself, on his purchase decision (Fig. 10)

A Components of the overall simplified model: marketing variables, which are sometimes powerful incentives, but not enough to predetermine the final choice; factors of the social environment, expressing the relationship of each with this environment, from which a person comes and in which he lives, becoming an adult; situational factors, such as the circumstances of the purchase (objects of everyday or exclusive use, such as gifts), the place and time of purchase (during leisure or work); individual factors, the most difficult to study, to determine their relationship with other factors, namely with marketing variables, with social environmental factors, with situational factors; basic factors: personality, lifestyle, motives, acquired experience (for example, as a result of the process of "trial-errors-compensations"), perception (selective), interpretation taking into account the listed factors; relationships that are the result of the interaction of all possible influences, which acquire tremendous importance in marketing by virtue of the fact that they directly determine the intention or unwillingness to purchase any product.

Fig.10

B. Decision-making process. Due to all possible influences and interactions, the behavior of an individual who makes a purchase or refuses it can be of two types, combined in different proportions:

a) more rational behavior aimed at maximum satisfaction at minimum monetary, time, energy costs; this type of behavior is rare;
b) adaptive behavior. It manifests itself in three main forms: an automatic or conventional process in which a previously made decision is reproduced without any changes. This may be an inertial process due to little interest in buying, or a process of gaining experience with a positive effect; a decision-making process limited by existing knowledge, in which the criteria that determine the choice do not undergo any changes; a broad decision-making process that is accompanied by a search for additional information necessary to form a specific opinion, especially when it comes to a new product, or when the risk associated with acquiring something is perceived as high enough.

Analysis of motivation. The study of motivation boils down to interpreting evidence to reveal the hidden meaning behind how each explains his or her own behavior and what he sees as the reasons for such behavior. One has to analyze, without exception, the words and expressions of the one who is being tested - his beliefs, opinions, "acquired ideas" ... and even his silence, since all this has some meaning. This is a set of signs behind which the true motives that determine actions are hidden: to buy or not to buy, to use or not to use.

In relation to clients, you can identify:

-Motives for the purchase, obstacles to the implementation of the purchase;
- the process of obtaining information and the decision-making process;
-the existence of leaders who determine public opinion, the degree of their influence, as well as the impact of trading firms;
- conditions and time of use of goods and services;
-buyer behavior (purchase well thought out or impulsive);
- attitude to points of sale;
- involvement in other types of purchases, the degree of importance of owning some kind of good and the presence of some kind of good;
- typologization of clients, built on the basis of psychosocial criteria that characterize the personality;
- change in tastes and habits of different groups of customers as a result of studying a certain type of product or service;
- moving to other sources of satisfaction of needs, depending on fashion, on changes in lifestyle).

develop a position in the preparation of the text of advertising and argumentation; work with each segment of potential buyers and influence each type of consumers (advertising directions, advertising topics);

identify what should not be touched;

In relation to the proposed goods, the analysis of motivation makes it possible: to be aware of the life phases in which these goods are located, in order to anticipate (in a competitive environment, while there is still time) possible modifications in case of changes in the tastes of customers, modifications that provide a different use of this product, or significant demand which, if left unsatisfied, is transferred to competing products or to another type of product; study the image of a product in order to know what its image is in a competitive environment and how it develops over time (in the event that such studies are carried out periodically), in order to determine whether consumers are offered the product and the services they need, i.e. e. determine whether the policy in the field of trade, marketing, promotion on the market is being conducted correctly, or whether it is necessary to revise the commercial policy on one or more points (price, set of goods, argumentation, expansion of the clientele).

In relation to new products, the study of motivation allows, before the creation and launch of a product to the market, to reduce the likelihood of failure, to study the tastes and lifestyles of possible customers, as well as likely trends in market orientation, to identify poorly or underutilized market segments in which it is possible to make a "breakthrough" and , taking advantage of the effect of surprise, to infiltrate, perhaps for a long time.

With regard to the functioning of distribution channels, research carried out jointly with retailers makes it possible to determine:

why some goods are in demand, while others are not;

what kind of idea do traders have about suppliers;

how they choose goods and manufacturers of goods;

what opinion they have about different products (advantages, disadvantages, application possibilities);

what is the impact on consumers;

what is the activity of retailers, what difficulties do they face;

their desire, as far as possible, to occupy a better position than a competing firm.

We return again to the distribution system, in relation to which the study of customer motivation allows us to study the correspondence of outlets to a certain type of product, the quality of after-sales service, the supply of stores, the influence of trading firms. You can also determine what prevents you from making a purchase, identify obstacles that have nothing to do with the quality of the product:

negative attitude towards trade enterprises (for example, the presence of different groups of customers requiring differentiation of trade enterprises).

Methods are used that do not require the interpretation of psychologists, such as levels of relation, the most famous of which is Osgood's "semantic differentiator". The respondent must determine the position of the studied product, service or brand in directions, the extreme points of which correspond to opposite characteristics.

D. Using the results of the study of motivation. The content of the information received is analyzed primarily by specialists in social psychology. It is they who must identify (by listening to and recording free talks and group discussions) the key elements in the relationship that will be assessed in the extensive tests of the second stage. This analysis is both vertical - each conversation is studied thoroughly - and horizontal, since the study is carried out on issues that are characteristic of the entire population or any part of the sample.

Only after an extensive stage of research can data be identified that are useful to marketers, which will be applied: during the development of new products or adaptation to the market of existing products; in the process of studying storage methods, developing product names or various brands; when developing arguments, directions and topics for an advertising campaign, etc.

Consumer Research

There are four main principles for developing a correct understanding of consumer behavior:

the consumer is independent;

consumer motivation and behavior are comprehended through research;

consumer behavior is influenced;

consumer behavior is socially legitimate.

The independence of the consumer is manifested in the fact that his behavior is focused on a specific goal. Goods and services may be accepted or rejected by him to the extent that they correspond to his requests. Businesses succeed when they provide the consumer with choice and real value. Understanding this and constantly adapting to consumer behavior is one of the important requirements for the survival of an enterprise in a competitive environment. Research on consumer motivation and behavior is carried out by modeling these processes. It is important to note here that the behavior of different consumers in the market is different in terms of the needs and objectives of purchases, the nature of demand and purchases, actions in the market, motivation, etc. At the same time, consumer behavior has some similarities. In the market, their behavior can be expressed through a system of economic, social and psychological factors that characterize their needs and ways of satisfying them.

Consumer independence is a difficult task, but marketing can influence consumer motivation and behavior if the intended product or service is truly a means to satisfy the customer's needs. Pas consumer behavior is influenced by various factors, primarily environmental factors. Importance acquire factors of individual differences of consumers: income, motivation, level of knowledge, addictions and hobbies, personal spin, life, demographic characteristics, etc. A special place in the formation of consumer behavior in the market has the so-called psychological process that characterizes the response

consumer. You have, however, the freedom of the consumer is based on a number of his rights, the observance of which is the most important task not only of society as a whole, but also of individual enterprises. The social legitimacy of the consumer's rights serves as a guarantee of the comprehensive satisfaction of his needs. Fraud, poor quality goods, failure to respond to legitimate claims, insults, and other acts constitute nothing more than a violation of legal rights and should be punished.

An enterprise cannot achieve market success if it ignores the needs of consumers. It is no coincidence that marketing research is devoted to consumer behavior. In its broadest sense, it is defined as the activities directly related to obtaining, consuming and disposing of goods and services, including the decision-making processes that precede and follow these activities.

Consumers in the market are end users, as well as organizations (enterprises) - consumers. End consumers are individuals (individual consumers), families (small communities based on marriage or consanguinity), households (one or more families united by a common household). Organizations (enterprises) - consumers include manufacturing enterprises, wholesale and retail trade enterprises, state and other non-profit institutions.

End consumers purchase goods and services for personal use. Industrial enterprises purchase various goods and services for the production of marketable products and their resale to other consumers. As intermediaries, wholesalers buy large quantities of industrial and consumer goods for wholesale, as well as warehouses, vehicles, insurance services, etc. Retailers buy goods from manufacturers and wholesalers for resale to end consumers. They need retail space and equipment, means of advertising and display of goods. As for state enterprises, they, as consumers, acquire a variety of goods and services for the activities of state sectors of the economy (military, transport, communications, environmental, etc.), as well as for the formation of the material and technical base of ministries and departments, government and municipal institutions.

The behavior of end consumers is determined primarily by the nature and urgency of the needs themselves. There is a certain system of personal needs, which can be considered on various levels(Fig. 11)

Absolute needs - the first level - are abstract in relation to specific use values, they express the potential use force of society. Needs for food, housing, spiritual development have existed throughout the history of mankind and are a stimulus for production.

Actual needs - the second level - are relative in nature and reflect the needs for real items that society has or may have in the foreseeable future. They always have a material content, realized in specific products of material production, and are considered as the real consumer force of society.

Paying needs - the third level - are limited not only by the available mass of commodities, but also by the level of money income and the prices of goods. Therefore, they reflect the actually realizable consumer power of society, i.e. the achieved level of satisfaction of absolute and real needs with those benefits and opportunities,

that exist at the moment as a result of social development. The behavior of end consumers is under the constant influence of socio-economic, cultural, psychological factors.

Economic factors include: the size and distribution of national income; monetary incomes of the population and their distribution by groups of consumers; volume and composition of the product offer; the level and ratio of retail prices for goods; the degree of the achieved provision of the population with certain consumer products; the level of trade services, etc. Social factors are distribution policy, the social structure of society, consumer culture, fashion, aesthetic tastes, etc.

Demographic factors include: population size and composition:

the number and composition of families: the ratio between urban and rural residents;

population migration processes, etc.

Finally, natural-climatic and national-historical factors are geographical and economic conditions, traditions, customs, living conditions.

End-consumer behavior is influenced by different periods of the family life cycle: unmarried, bachelor period: young, newly formed families living separately: young people without children; complete family at the first stage of development: young married with small children; a complete family at the second stage of development: a mature married family with adult children; elderly couples living without children; elderly singles.

At each stage of the life cycle, the family has certain needs. So, married couples with young children pay the main attention to the initial accumulation of their property, a significant share of the costs goes to the purchase of children's goods. Elderly couples pay more attention to the use of various types of consumer services (domestic, leisure-related). Of particular importance for the study of the consumer is a group of personal and psychological factors: lifestyle, social status, beliefs and attitudes.

A lifestyle is a certain type of behavior of an individual or a group of people, fixing consistently reproducible traits, manners, habits, tastes, inclinations. This is one of the most important characteristics of the way of life as an established form of human existence. A special science, psychographics, is engaged in the technique of determining lifestyles. It includes the measurement of the main indicators of lifestyles.

Status reflects an integrated position indicator social group and its representatives in society, in the system of social connections and relations. Social significance is evaluated in terms of such concepts as, for example, prestige, authority.

Persuasion is a conscious need of the individual, prompting her to act in accordance with her value orientations. The content of needs, acting in the form of beliefs, reflects a certain worldview of the individual.

As for the attitude, it expresses the willingness, predisposition of the subject, which arises when he perceives a certain object or situation and ensures the sustainable nature of the activity in relation to them.

The main task of a marketing specialist is to identify the actors who make decisions about the purchase of goods. For some goods and services, this is quite easy to do. For example, the decision to purchase a particular brand of cigarettes is made by the person who smokes directly. The issue of purchasing many other goods is usually decided in families, households (furniture, car, food, clothing). At the same time, each member of the family household plays a role:

initiator - a person who determines the need or desire to purchase a product or service;

influencer - a family member who consciously or subconsciously, by word or action, influences the purchase decision and use of a product or service; .

user - a member or members of the family who directly use, consume the purchased product or service.

"Consumer" and "buyer" in marketing have a strictly defined meaning. Buyers are the people directly making the purchase. Their behavior in the store is determined individually or as a result of the intentions of the whole family or household. Consumers are a broader concept, implying market entities that satisfy their needs (defining a need, searching for goods, purchasing, using). The assessment (measurement) of needs, consumption and demand is based on various theoretical assumptions. They can be represented by: theories of motivation; economic theories; the theory of rational consumption. The most famous are theories of motivation by Z. Freud and A. Maslow.

Freud's theory of motivation is based on the recognition of the action of certain psychological forces that shape human behavior and are not always conscious of it. This can be imagined as a kind of human response to the actions of various stimuli of an internal and external nature. For example, a man purchasing a fancy suit may say that he is simply satisfying his current need. However, this purchase may be driven by a sense of imitation, prestige, and ultimately the desire to look like a fashionable, modern person.

A. Maslow's theory of motivation explains why people are driven by different needs at different times. It comes from a certain hierarchy of needs. A person, as it were, alternately satisfies the most important needs for him, which become the driving motive of his behavior.

In our example, the acquisition of a new fashionable suit means that the person has, as it were, satisfied the needs of the lower hierarchies (physiological, self-preservation, social). He is concerned about the need to achieve a certain status, a position in society, to have a certain symbol of involvement in it.

For marketing, it is important to find out how the consumer realizes what product he needs and why exactly it satisfies his needs in the best way. Only in this case can we count on the fact that such products will become a commodity. The proposed product should first of all be useful to the consumer, and only then the manufacturer himself should like it. The experience of marketing activities shows that focusing on the usefulness of products requires profound knowledge psychological, motivational factors that become decisive when buying goods. There are a number of such motives:

benefit motive. The desire of a person to get rich, to increase his property, to spend money efficiently.

Risk reduction motive. The need to feel confident and reliable, to have guarantees of maintaining stability.

motive for recognition. Search for actions related to the formation of one's own

status, prestige, image.

convenience motive. The desire to facilitate, simplify their actions, relationships with other people.

freedom motive. The need for independence, independence in all spheres of activity.

The motive of knowledge. Constant focus on new discoveries and knowledge.

The motive of assistance, complicity. The desire to do something for your environment, loved ones, work partners.

The motive of self-realization. The need to achieve their own life goals, attitudes.

Economic theories for assessing consumer behavior include the theory of marginal utility and the theory of elasticity of consumption and demand.

The founders of the theory of marginal utility (W. Jesans, L. Walras, K. Menger, E. Behm-Bevark, etc.) considered consumer behavior as a search for the greatest utility in acquiring certain wealth(he is like an entrepreneur who wants to get more profit). The market price of goods is ultimately determined by the degree of usefulness of goods for both the consumer and the seller. As long as the seller's assessment of the usefulness of the product is lower than that of the buyer in the market, the exchange proceeds unhindered. The exchange process continues until a so-called marginal pair (seller and buyer) is encountered, whose utility estimates, expressed in money, coincide. The assessment of the utility of the goods of this last pair is the marginal utility that determines the market price of the goods (equilibrium price). The ability of consumption and demand to change within certain limits under the influence of economic factors is called the elasticity of consumption and demand. The founders of the tools for assessing the elasticity of consumption and demand are A. Marshall and P. Samuelson. The most widely used is the calculation of elasticity of income and price, showing how many percent demand or consumption will change when these factors change by one percent. Different commodities have different elasticity. The more insistent a product is (for example, bread), the less its elasticity, and vice versa, a product with less insistence (for example, furniture, household appliances) has a greater elasticity.

The theory of rational consumption (the foundations of which were laid by S. Strumilny, V. Nemchinov, V. Mayer and others as part of the development of a “rational consumer budget”) considers the possibility of determining consumption targets. As such, physiological needs (food), functional household processes (durables), social requirements (clothes) can act.

Marketing activity deals with a holistic system of personal needs, the content and forms of manifestation of which are very multifaceted, since they are influenced by various factors and processes of an objective and subjective nature. The task is to practical work the enterprise could clearly identify, study and evaluate the specific need to satisfy which its activities are directed.

How to analyze the market: step by step instructions. Market Research Market Research Methods in Marketing Briefly

Marketing market and its types

Why does a company need market analysis?

How is a marketing analysis of the market carried out at the enterprise: the main stages

What methods are used for marketing analysis of the market

Ways to find marketing information about the market

The marketing environment of the market: why it is important to analyze it

Market marketing strategies: types and stages of development

Common mistakes businesses make

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How to do research

Methods Used

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How to analyze the market: step by step instructions. Market Research Market Research Methods in Marketing Briefly

Marketing market and its types

Why does a company need market analysis?

How is a marketing analysis of the market carried out at the enterprise: the main stages

What methods are used for marketing analysis of the market

Ways to find marketing information about the market

The marketing environment of the market: why it is important to analyze it

Market marketing strategies: types and stages of development

Common mistakes businesses make

More on the topic MARKET STUDY METHODS:

How to do research

Methods Used

Research Process

Rate the value

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