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Marketing research Process Student Name Student Number Lecturer Course Importance of a market research process Java Joy coffee brewers could be thrice it 's size in the coffee market if puts an emphasis on increasing customer loyalty and retention . Studies show that , businesses which emphasize on customer loyalty and retention usually perform better than those which don 't (Barnes , 2001 . In to grow and maximize on its returns , Java Joy Company will have to emphasize on gaining a competitive edge , appealing to its target market and increasing its wallet share from the targeted buyers

br It can be argued that , Java Joy Company stands to benefit a lot if it treats customer loyalty schemes with the seriousness they deserve in the success of the business Marketing strategy For Java Joy Company to be able to gain a significant market share , there is need for the management to invest in customer loyalty schemes . Customer loyalty schemes are tools employed by businesses through committing the businesses existing resources to increase customer retention and loyalty (Burnett , 2001 . In light of the above , Java Joy management has to commit its financial resources to ensure the successful implementation of the customer loyalty and retention The budget allocation for the market research process will account for 100 , 000 which will be used to carry out various studies on the target buyers and staff of Java Joy Company to come up with viable findings in the successful implementation of customer loyalty schemes Research needs This study explores...