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On the other hand, consumers are moved by a complex set of deep and subtle emotions. Their behaviour springs from deeply held cultural values, motivations, perceptions of the world, their attitudes and situations, common sense, impulse or whimsy. As one can imagine, all this is the outcome of a large number of external and internal influences. Market research is the process of gathering, analyzing, and interpreting information to help a company or individual assess the viability of a product or service and make sound business decisions. It is of immense importance to entrepreneurs and startup companies to evaluate the feasibility of a business before committing further resources to the venture. Consumer marketing research is market research in which the preferences, motivations, and buying behavior of the targeted customer are identified through direct observation, mail surveys, telephone or face to face interviews, and from published sources (such as dernographic data). It is the systematic collection of data regarding customers' preferences for actual and potential products/services. Consumer behaviour is the study of when why how and where people do or do not buy a product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demograpics and behavioural variables in an attempt to understand peoples wants. The book contains systematic, prescriptive advice based on state-of- the-art knowledge from multiple research lines regarding how consumers think and choose.
