The need for m arketing research 
As stated above understanding customers and more importantly identifying who they are, 
what they want in terms of products or services, how and where they want it to be available 
and delivered and at what price they will purchase it are some of the most important decision 
criteria a manager must be aware of. However, due to the globalised and very complicated 
system of branch offices, wholesalers, and retailers a barrier is created between managers and 
their widely scattered consumers.Therefore, most managers are far removed from their 
customers - the individuals who in the final analysis determine success or failure of an 
organization.2
Organizations worldwide lose half their customers every five years.The problem identification research 
is undertaken to help identify problems that are not necessarily apparent on the surface and 
yet exist or likely to arise in the future.