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INTERNATIONAL MARKETING
RESEARCH includes 4ps
Applications

1
Applications of marketing research


 The scope of marketing research

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stretches from the identification of a
consumer’s wants and needs to the
evaluation of consumer satisfaction. It
includes research in respect of
consumers, product, sales, distribution
channels, advertising, pricing and
physical distribution.

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Product research


 Product research addresses itself to the

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questions associated with the
products of the company and its
competitors. Product research aims at
finding out the product image which
will be compatible with the self image
of consumers and to ascertain
whether the former really fits into the
latter or not.
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Product research -areas
 Evaluating performance of company’s
products in terms of sales, profits and
market segments.

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 Determining modification in the existing
products.
 Determining consumer acceptance of new
products.
 Evaluating new competitive products.

 Market testing of new products.

 Testing package and label designs

4
Consumer research
 Consumer Research aims at understanding
the consumers, both current and potential
and the level of satisfaction expected and
derived by them from a company’s products.

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The areas of consumer research include the
following:


1. Determining the demographic characteristics

of both existing and potential consumers.
2. Identifying the consumer needs and product

expectation levels.
3. Identifying the factors influencing purchase

decisions 5
4. Ascertaining the level of consumer
satisfaction
Market research
Market research attempts at gathering facts


about markets and the forces operating

therein, like competitors and government, so

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as to enhance the competitive strength of the
company in the market place.
1.Determining the size of both current and
potential market.
2.Assessing the market trends.
3.Ascertaining the strengths and weaknesses of
competitors marketing strategies.
4.Demand and sales forecasting.
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Sales research/sales forecasting
 Sales research attempts at answering
questions relating to the sales of a
company’s products.

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1.Determining and appraising sales methods
2.Establishing and revising sales territories
3.Measuring sales performance in terms of
volume and profits
4.Determining the mode of compensating sales
personnel
5.Determining sales quotas and other standards
of performance for different market
segments and sales personnel.
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Pricing research
 The purpose of this research is to find out the
price expectations of consumers and their
responses and reactions to them. The area
of research include

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1.Determining the price expectations of
consumers in the different market
segments.
2.Comparing the pricing strategies of the
competitors.
3.Testing the alternative pricing strategies and
4.Evaluating the consumer reactions and
responses to the company prices.
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Advertising research
 Advertising research aims at
making the company’s product

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and other allied messages worthy
of effective reception at the
consumer end so that consumers
are induced to act in the manner
desired by the company.

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Advertising research -areas
1.Determining the research messages
and appeals in the light of consumer

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research findings.
2.Evaluating the advertising
effectiveness
3.Selecting the advertising media and
4.Comparing the probable effectiveness
of alternative advertising copies.

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Channel research
 In distribution channel research,
research addresses themselves to the

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questions relating to channels and
intermediates engaged by the
company to transfer ownership of
products to consumers.
 The broad areas of channel research
include:

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Channel research include
1.Identifying the existing and potential
distribution channels and appraising the
relative strengths and weaknesses in the

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context of consumer needs.
2.Identifying the appropriate intermediates to
products and determining their number and
type.
3.Determining the needs of the dealers and the
factors governing their behaviour.
4.Measuring and evaluating the performance of
the channels and different intermediates.
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Physical distribution research
 This deals with problems associated with
holding, handling and transportation of
finished products. The purpose of this

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research is to explore the possibilities of cost
reduction in any of these areas and
enhancing the time and place utilities of
products. The areas of research include:
 1. Determining the optimum inventory levels

 2. Determining the design and location of

distribution centres and
 3. Considering the economies of the different
modes of material handling and
transportation and determining their 13

suitability.