Volume : V, Issue : I, January - 2016

MARKETING RESEARCH SCENARIO IN INDIAN CORPORATE SECTOR

Nidhi Aggarwal

Abstract :

In India, the role and importance of marketing research has been growing steadily in the post-liberalization era. Two changes are prominent in this regard: First firms have strengthened their in-house marketing research capability. Second, firms are also increasingly using the services of external market research agencies. More firms take to Marketing research now.With the sea change in the marketing environment of the country, especially the intensification of competition in practically every sector and every product category, all firms have been compelled to turn to market research. Since the consumer is now calling the tune, firms have become aware that only consumer driven and consumer driving companies can survive and prosper now. Marketing research is the tool available to these firms for finding out what the consumers actually want and how their marketing offers/4 Ps can be fine-tuned in line with their needs and expectations

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Article: Download PDF    DOI : https://www.doi.org/10.36106/gjra  

Cite This Article:

Nidhi Aggarwal Marketing Research Scenario in Indian Corporate Sector Global Journal For Research Analysis, Vol: 5, Issue: 1 January 2016

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