Who is my consumer? Why does she buy my brand?
Why would she continue to buy it?

Answers to these and many such posers are critical to creating the building blocks of successful brands.

Understanding Consumers: Building Powerful Brands Using Consumer Research aims to help marketers understand the process of creating a template to find answers to the many questions, by using marketing research.

Unlike the many books on marketing research, written for practitioners by experts, this book is unique as it is written by an author who has used marketing research over a twenty-year career.

Written from a practical perspective, the book touches upon brand-building and buyer behaviour issues before covering the various aspects of marketing research.

The book also covers among others:

• The complexities of buyer behaviour, both from the consumer and the organizational buyer perspective
• How marketing research is used to understand consumers
• Several useful appendices including secondary data sources, qualitative research (discussion guides), quantitative research (questionnaires), and a glossary of terms.

With this coverage the book will enable:

• A practicing manager to easily and effectively use marketing research more effectively in the day-to-day function of selling products and building brand values
  Students of marketing to get a bird’s eye view of buyer behaviour and the marketing research process.