In the globalising world, marketing becomes more and more complicated. The market competition grows these days rapidly. In order to survive the pressure of the competition and stay in good demand, the companies need to be able to please their customers, fulfil their needs, follow the change of the preferences carefully. The companies need to be flexible and ready to answer any kinds of requests if they want to keep their clients loyal and satisfied. Otherwise, there is a risk that someone more modern and developed will attract consumers and income.
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Consumerism is highly developed in the world of nowadays. The modern society and its members are mainly characterised not by what they produce, but by what they consume. A couple of decades ago the main question to ask in order to get to know a person was “what do you do?” because the individual’s occupation was an aspect that said a lot about the person. Today the main question people ask each other is “what are you into?” because getting to know a person these days means learning what they consume the most: the music they like, the food they prefer, the type of clothes they wear. The marketers are well aware of this new tendency, and this is why they try to win their customers by means of introducing more items people would want to consume.
The main purpose of marketing research is to find out what needs and wishes the potential customers have and how they can be fulfilled. The researchers are to collect the data and analyse it in order to identify the components of the future marketing strategy of the company. The goal of the marketing research is to answer the question “what do the consumers want?”. Of course, all of the most important and essential items are already being produced and sold by many organisations, and the competition in such spheres is very high. This fact leaves the marketers and the manufacturers with the spheres of human life that are not as important, yet if someone started to sell a certain product, the demand for it would appear over time. The consumers often start wanting a product only after they see someone selling it.
One of the most important stages of marketing research is asking the clients about their needs and preferences, dividing the consumers into groups according to a certain principle. After the data is collected and analysed, new goods may appear in the market in order to create a completely new line of competition. These goods are not essential, not important for life, yet they are demanded. These are frivolous goods. One of the great examples of this kind of products is a recently introduced pillow shaped as a female’s lap, designed to provide lonely men with an illusion of having an affectionate life partner. This invention originates from Japan.
Obviously, this product appeared after the Japanese marketers performed marketing research and found out that a great number of the consumers are lonely single men dreaming about having a girlfriend or a wife. The manufacturers designed the pillow in order to help fulfil the consumers’ dreams literally.
Marketing research nowadays stimulates the development of frivolous products because most of the companies cannot survive the growing competition in the most popular spheres of market, this is why they have to research the needs of consumers and come up with less important, but still demanded goods, because frivolous business is still a business (Rehn 2013).
Rehn, A. (2013). Frivolous Business. Bloomington, Indiana: Booktango. Web.