Abstract:
Informing, which essentially necessary in decision-making, means
involving resources from the firm. The size of the effort necessary to get
information varies according to importance, complexity, size of the problem
studied, etc. The efforts made to carry out marketing research diminish or
remove the risk of important losses that can result from decisions lacking
scientific founding. Marketing research is a systematic, objective process
generating information necessary to adopting marketing decisions. It
supposes collecting, investigating, and analysing information related to the
marketing of goods, services, organisations, people, places, and ideas. Thus,
marketing research has the role of identifying and assessing marketing
opportunities, of analysing and choosing target-markets, of founding the
planning, and of achieving marketing mix. This marketing research aims at
studying consumers’ interest in purchasing canned products. The sample we
studied was made up of 100 subjects.
