One - stop market research

Article Abstract:

One objective for any market research agency is to understand the cause-and-effect-relationship between a marketer's message and a consumers purchase via a single-source data system. A single-source data system involves gathering information about buying habits and patterns from individual households and matching it with data about media consumption, price promotions, in-store displays and anything else that influences buying. The important aspect of this system is that information comes from single source. An evaluation of this system is presented.

Analysis, Evaluation, Consumer preferences, Data entry, Data collection

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House bland

Article Abstract:

An analysis of the marketing benefits derived from house-brand products that Coles Myer and Woolworths are introducing is furnished. A comparative analysis with the national brand shows that customers may try out the new better quality house-brands if offered at lower price than the national brands but otherwise, they are not willing to desert the national brands in favor of higher priced product even if it promises to be of a better quality.

Management dynamics, Management, Comparative analysis, Product management, Customer loyalty, Company business management

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