Summary

The field of consumer behavior has become a focus of many studies. Many business schools now require that marketing majors take a course in consumer behavior, through which they learn how to set a consumer research. Consumer research is vital for the development of the products of firms, their brands, and their consumers. Studying consumer research helps marketers to predict and meet consumer needs by offering more suitable products and delivering marketing messages.

Some of the researchers defined consumer research as the action or activity of gathering information about consumers' needs and preferences, especially in relation to a particular product or service. Through this study, marketers can understand the reason of the decision purchase of the consumer. On the other hand, from the academic perspective, researchers are concerned with advancing the knowledge and principles that are related to consumer's behavior.

Consumer researchers are conducting their researches from both qualitative and quantitative perspective. Whether it is qualitative or quantitative, the consumer research process includes six steps: defining objectives, collecting secondary data, developing a research design, collecting primary data, developing a research design, collecting primary data, analyzing the data and preparing a report including all the findings.

It is important for consumer researchers to observe ethical guidelines to ensure the integrity of their studies and privacy of the respondents.