One challenge of marketing is allocation of resources. How much should be allocated to various marketing stages and tools? Etc. To inform these decisions
it would be helpful to better understand how consumers make purchase decisions for a given product. Conduct primary research (use interviews and other
qualitative techniques learned in class) into your target market to understand their attitudes, purchase habits and motives regarding the product and brand.
(For example, as a brand manager for a cold remedy, you want to know how people perceive the category and how they land on buying a specific item. For
example, think about the last can of soup you purchased. Did you think: category, brand, sub-brand, flavor, pack size?Soup, Campbell’s, Healthy Request,
Chicken Noodle, Soup on the Go. Or was it: category, flavor, pack size, brand, sub brand? Soup, Chicken Noodle, soup on the go, Campbell’s, Healthy
Request.)Design a depth interview with questions to find out your target consumer’s decision-making process in each of the applicable steps. In other words,
which of the steps of this decision-making process would you expect consumers to go through when evaluating your product/company?1. Problem
recognition (e.g., where, how, when)2. Information search3. Evaluation of alternatives4. Purchase5. Post-purchase behaviorInterview at least five people who
are in your target market about their decision-making process. Formulate your questions to be open-ended and to find out about what people think, what
4related problems are, and what they really want. Summarize your research technique, research procedure and interview results. What decision process did
you discover? How are the products purchased? Why do they matter? What are the implications for brand managers? Here you start the most important part
of the Marketing Plan. As you start this part of the Plan, go back and re-read carefully the three main objectives that you outlined in the SWOT and Objectives
section, because strategy is largely about how you accomplish your objectives. Be sure in all of this section that everything you lay out as strategy
specifically and clearly links back to and is consistent with the Marketing Situation Analysis part of the Plan. Use the concepts from your textbook and apply
them creatively. For example, in Product, we talk about the Augmented Product. Use these terms in a way that shows you understand what it means, but
don’t explain them. You can use the Discussion forum for discussing problems you may have while constructing this part.Consider use different strategies
for different objectives that you have set. Not every element in marketing strategies is equally important for different objectives; decide what’s most
important; it’s also part of the purpose of the assignment — to give you practice in deciding what is important and then writing it concisely.
After reading the above guidelines for the paper, answer this question when writing the paper
3. What customer insights need to be identified through marketing research?