MARKET RESEARCH METHODS IN EVALUATING THE CUSTOMERS PERCEPTIONS

AND ATTITUDES TOWARDS MR MAHEU PRODUCT.

Prepared for
Marketing Management

Prepared by
Marketing Research Officers

March 2019

1
 Contents
Executive Summary………………………………………………………3

Introduction…………………………………………………………….....4

Methods…………………………………………………………………….4

2
Executive Summary
The market research methods helps the company to know and understand customers’ perceptions
and attitudes towards the product. Various methods will help the company to get a clear picture
on what customers want and expect

3
Introduction
The drastic decline in Mr Maheu market share may be caused by a number of factors. These
factors can be well elaborated if customer perceptions are considered as the company uses the
marketing concept as a marketing philosophy. The methods that can be used are carrying out
surveys, observations, interviews and issuing questionnaires. The above methods are evaluated
below. This process can also be costly.
METHODS
Experiments and field trials
The company can produce the same product with two different packaging styles and deliver each
one to limited test market stores where their individual sales can be measured. It helps us to
know what the customer prioritize most as compared to the other. However, the distribution is
limited therefore the information gathered may not be entirely true.
Observation
The company will make use of in-store observation. Simply watching shoppers in action is one
form of observational research. What do shoppers notice? What products shoppers choose
without hesitation? One may interact with customers to have a better insight during the shopping
process. This helps us to know directly what the customers’ attitude is towards the product.
However, there can be misjudgment by the observer.
Interviews
The company can choose a sample of customers and carry out an interview. Interviews are useful
for explanatory research. The company will use this research method to search for customer
problems, customers’ interests and what they would like for us to add or subtract. This will help
us get reliable information directly from customers. However, customers can tell us what we
want to hear and not what they actually feel.
Surveys
A survey can be created to give it to the customers. A way to measure and increase customer’s
positive perceptions is by asking them how they truly feel about the product. This survey will
enable us to get information directly from the customer. After analyzing and measuring
information, the results are then used to understand and meet expectations of customers.
Questionnaires can be used as a tool of survey. However, lack of cooperation of customers can
affect our survey.

4
5
.
Conclusion
To a greater extent, the methods above are useful for gathering information on customers’
perceptions and be able to understand customers expectations.
References
 Jennifer vanBarren (2010)
 Mary Fernandez, Jan 7 2019
 Shivan Pachori
 https://bizfluent.com
 www.mymarketresearchmethods.com

6
7