67E4FCABd01 - Food marketing and consumer behaviour...

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Food marketing and consumer behaviour - Market Research 1 Food marketing and consumer behaviour - Market Research 1 Food marketing and consumer behaviour Academic year 2009 - 2010 Prof. dr. ir. Wim Verbeke Department of Agricultural Economics [email protected] Food marketing and consumer behaviour - Market Research 2 What to know about the market? The 7 O’s from Chapter 3 What constitutes the market? What does the market buy? Why does the market buy? When does the market buy? How does the market buy? Where does the market buy? Who participates in buying? 1 2 3 4 5 6 7
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Food marketing and consumer behaviour - Market Research 2 Food marketing and consumer behaviour - Market Research 3 Market Research = focused study of specific problem or opportunity • Suppliers of Marketing Research: – Marketing research firms – Company owned research department – Universities, students, professors • Scope of Marketing Research – Types of research Food marketing and consumer behaviour - Market Research 4 Marketing Research is: “the systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing situation facing the company” (Philip Kotler)
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Food marketing and consumer behaviour - Market Research 3 Food marketing and consumer behaviour - Market Research 5 Feedback: Adjusting information intake Classifying Storing Indexing Retrieving External and internal information sources Information for marketing decision- making Inputs Processing Outputs Marketing Information System Food marketing and consumer behaviour - Market Research 6 Marketing research projects Project design and execution of data collection efforts Marketing information system Design and implementation of data collection on a regular basis Marketing databank Marketing intelligence Marketing decision- maker Input for strategy and planning Combining marketing research and the marketing information system
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67E4FCABd01 - Food marketing and consumer behaviour...

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