Who is my consumer? Why does she buy my brand? Why would she continue to buy it? Answers to these and many such posers are critical to creating the building blocks of successful brands.

 
Understanding Consumers: Building Powerful Brands Using Consumer Research aims to help marketers understand the process of creating a template to find answers to the many questions, by using marketing research.

 
Unlike the many books on marketing research, written for practitioners by experts, this book is unique as it is written by an author who has used marketing research over a twenty-year career.

 
Written from a practical perspective, the book touches upon brand-building and buyer behaviour issues before covering the various aspects of marketing research.

The book also covers among others:

• The complexities of buyer behaviour, both from the consumer and the organizational buyer perspective
• How marketing research is used to understand consumers
• Several useful appendices including secondary data sources, qualitative research (discussion guides), quantitative research (questionnaires), and a glossary of terms.

With this coverage the book will enable:

• A practicing manager to easily and effectively use marketing research more effectively in the day-to-day function of selling products and building brand values
• Students of marketing to get a bird’s eye view of buyer behaviour and the marketing research process.

M.G. Parameswaran, a Chemical Engineer from IIT Madras and an Honour Roll Management Graduate from IIM Calcutta, is Executive Director and CEO of Draftfcb-Ulka Advertising, Mumbai, India’s fourth largest advertising group.

In a career spanning almost three decades he has handled assignments in marketing, sales and advertising with companies like Rediffusion DY&R, Boots Company and UDI Yellow Pages before dropping anchor at Draftfcb-Ulka Advertising over two decades ago. He has worked on brands including Xerox, Strepsils, Digene, Brufen, Santoor Soap, Sundrop Cooking Oil, TCS, ICICI Bank, Wipro, Indica Cars, Tata Indicom among others, covering diverse categories such as automotives, healthcare, telecom, FMCG, corporate etc.

Ambi served as the President of Advertising Club Bombay (possibly the biggest club of its kind in the world) during the period 2003–05. He was inducted into the Board of Governors of IIMC in 2007 and he received the Distinguished Alumnus Award from IIT Madras in April 2009.

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