Conducting Marketing Research

Conducting Marketing Research Student’s Name Institution Course Name and Number Lecturer’s Name Due Date Conducting Marketing Research Marketing research is an essential process conducted by individuals or organizations before launching a new product or purchasing a new item. It involves evaluating the feasibility of a new product or service through research conducted directly with potential customers. The benefit of this method is that it allows organizations or businesses to identify their target market, document opinions, and make informed choices. Through research, marketers can understand consumer behavior, needs, and preferences as well as opportunities, threats, and trends in the industry. Additionally, conducting marketing research helps in designing appropriate marketing strategies, which influence consumer decisions to buy a product (Kotler & Keller, 2006). The primary goal of a marketing team in any organization is to influence consumer decisions through the 4 P's of marketing mix: promotion, place, product, and price. Studies show that marketing influences in consumer decision-making are achieved through marketing strategies that differentiate a company from its competitors (Arora & Sanni, 2019). Promotions are the greatest marketing influence on consumer decision-making. They convince potential customers to purchase a product or service regardless of the customer’s readiness or willingness to buy. This paper analyzes one of the marketing influences on purchasing the iPhone 15 Pro. Marketing Influences Marketing influences are factors that impact a consumer’s choice of purchasing a product or service. These influences can be both direct and indirect and encompass various techniques aimed at creating awareness, generating interest, and ultimately driving sales or accomplishing other marketing objectives (Odunlami & Akinruwa, 2014). A marketing influence that impacted my decision to purchase the iPhone 15 is promotional influence. It entails advertising a product through traditional media like television, radio, print, outdoor advertising, and digital channels like social media. Advertising aims at creating awareness of a product and convincing consumers to purchase it. This strategy is an effective tool in influencing consumer decisions because it entices and attracts customer attention. Odunlami & Akinruwa (2014) attributed the success of any organization to marketing strategies. Businesses that prioritize marketing have a competitive edge over those that do not since they can effectively communicate their value propositions to their existing and potential customers, persuade customers to purchase their products, and build customer loyalty. Apple, a tech giant and manufacturer of the iPhone Operating System (iOS) has been able to leverage its promotional strategies to influence customer decisions and maintain its position as one of the world’s tech giants. Apple utilizes various promotional techniques to promote the iPhone 15. These include advertising, sales promotions, public relations, and personal se...