Co-operative Market Research in the Garden Industry Manufacturers Association

Abstract

As product sellers become more competitive by their greater consumer orientation the need to understand their markets becomes more important. This concept also applies to trade associations whose ability to offer services which satisfy their consumers (that is to say, their members) is restricted by the increasing fragmentation ofassociations which limits their resources. By providing the information product sellers require, trade associations can offer tangible satisfactions which, because few others provide such services, can be discerned from those of their competitors. The likelihood of research services satisfying members depends on the accurate assessment of their needs. Such assessments aredifficult because associations' staff generally lack adequate knowledge and the literature offers little advice about how needs can be assessed or what factors might be important. The G.I.M.A. study used an action research approach which not only assessed managers' needs for information but also the factors which affected their purchase decisions. Important influences included their uncertainty about using market research and the accuracy, relevance and cost of the data provided. The approach also identified G.I.M.A.'s major weaknesses in offering a service, including their lack of knowledge about market research, market researchers and the product fields to be covered. By undertaking strategies to strengthen these weaknesses it was possible to propose a programme of progressive research. This enabled managers to experience basic trend data at low cost and, with this experience to opt at a later date for more complex and potentially more beneficial information which involved higher costs. The programme also allowed the Association to develop its ability to co-ordinate the financial and advisory aspects of a co-operative market research service.As well as the practical aspects, the G.I.M.A. study alsohas theoretical implications for organisational buyerbehaviour.