Understanding Consumers, Building Powerful Brands Using Consumer Research

by Ambi Parameswaran

About the M G PARAMESWARAN M G Parameswaran is Executive Director with FCB-Ulka Advertising P. Ltd. In a career spanning two decades he has worked in marketing, sales and advertising, and on brands including Strepsils, Thermax, UDI-Yellow Pages, Santoor, Wipro, Sundrop, Indica, Indigo and Brufen. He is an aluminus of IIT (Madras) and IIM (Calcutta), and takes time out from his frenetic schedule to occasionally write and teach at various management institutes in Mumbai and his alma mater IIMC. Table of 1. Introduction 2. Understanding Consumers 3. Understanding the Organisational Buyer 4. Understanding Consumers through Marketing Research 5. Information from Secondary Sources 6. Information Through Primary Data Collection 7. Qualitative Research for Understanding Consumers 8. Quantitative Research for Understanding Consumers 9. Sampling Methods 10. Questionnaire for Quantitative Research 11. Analysis Methods 12. Understanding Going Beyond Research 13. Appendix Secondary Data Sources 14. Appendix Recommended Readings 15. Appendix Qualitative Discussion Guides 16. Appendix Quantitative Questionnaires 17. Appendix Cases 18. Appendix Glossary of Terms

252 pages, Paperback

Published January 1, 2003

About the author

M G Parameswaran, or Ambi as he is known is a Brand Strategist and Founder Brand-Building.com. In a career spanning three+ decades Ambi has handled assignments in marketing, sales and advertising with companies like Rediffusion DY&R, Boots Company and UDI Yellow Pages before dropping anchor at Ulka Advertising over two decades ago. He has helped build numerous brands including Digene, Brufen, Santoor Soap, Sundrop Cooking Oil, TCS, ICICI Bank, Wipro, Indica Cars, Zee TV among others.