The term 'market' refers to the aggregate of all demand for a particular product or service, arising from the aggregate of all consumers, both existing and potential for the product. It means that the whole group of consumers of a particular product constitutes the 'market' for that product. Philip Kotler states, "A market consists of all the potential customers sharing [...]
Marketing research is defined as the objective and formal process of systematically obtaining, analyzing and interpreting data for actionable decision making in marketing. This definition lays stress on two aspects, namely, objectivity and systematic process in the collection and analysis of data. In fact, marketing research should not be allowed to be influenced by personal views and considerations. Before undertaking [...]
In this article we will discuss about the concept of consumer’s equilibrium, explained with the help of suitable diagrams and graphs. A consumer is said to be in equilibrium when he feels that he "cannot change his condition either by earning more or by spending more or by changing the quantities of thing he buys". A rational consumer will purchase [...]