Marketing research project Essay Example | Topics and Well Written Essays - 2500 words

Marketing research project - Essay Example ow to target markets or segment markets based on consumer’s preferences is a relatively tough job to do but it is crucial for the company of Graham Elliot, who has the required experience and knowledge about high risk sports and the location where he wants to introduce adventure holidays. However, he is unsure about how to segment markets in the region and is also relatively unaware of the consumer’s attitude towards the business. The segmentation of a market will allow the company to know the prospects of the business and to allow it to know the group of people who will be most interested in the business. This detail about the market will enable the company to work on gaining the highest return on its investment. The trends in purchasing, attitudes and behaviour of consumers also needs to be studied. The company also needs to know how the business of adventure holidays can be promoted once it is established. The research conducted in the North East Market will help the company to know which types of consumers prefer adventure holidays. It will help the company of Graham Elliot to target markets to maximize their profits. The research will state whether skiing and mountain biking in the Isere and Drome Valleys will be feasible and the responses of the consumers in Ardeche and Verdon Gorges of introducing canyoning and climbing in the region. It will help in segmentation of the market and target marketing for road biking in areas of Les Deux Alps and Mount Ventoux. The research will also give a general idea of the kinds of adventurous sports that can be also introduced in the later years to promote the growth of the business and to gain a competitive advantage over the rival companies. The research will also enable the company to know the pricing strategies to be used in comparison with the rival company’s. Exploratory research will be carried out to help with the investigation. Consumers will be interviewed one by one as to their opinions, preferences, the