Page 1: Introduction
We live in a consumer driven society in which the choices made by ordinary people play a large part in shaping decisions made by large companies, like what to produce and how best to package and advertise their goods and services. The process through which companies find out about consumer requirements is called marketing. Having discovered what customers' needs are, a business then faces the challenge of completely meeting those needs quickly and profitably.
This case study looks at an important part of market research. The study illustrates how one of the UK's leading bakery related retailers researches the market and uses the information it gains to influence its decisions about product development.