WHY IS IT DONE?
To find out about a market and the customers needs and wants. What do potential like and dislike. How much are they prepared to pay for? Competitors price.
WHAT IS IT?
It is the process of gathering and analysing information of customer needs and nature of market for a product.
HOW DO YOU USE IT?
Use the information to focus customer needs so to get them interested and beat competitors, not to waste money so just have what they want. Can be used to create new product, attempt to increase market share. To find place in market. identifies areas of opportunity, gap in market, identifies demand, change/ adapt location, competitors and their pricing strategies, current trends, sends message to banks/ lending orgs, usp ( unique selling point), target market.
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