Kudler Fine Foods Mission Kudler Fine Foods is a formal grocery store in the San Diego, CA area. The store has been in business for 13 years and has three locations. The store provides exquisite foods for customers that like fine wine, cheeses, meats, and more. According to Apollo Group, Inc (2010), “Our selections, coupled with our experienced, helpful and knowledgeable staff, merge to offer each customer a delightful and pleasing shopping outing. We will provide this service because we "shop the world" for our products; purchase only the finest of products; are highly selective in acquiring our team members; and will go to extensive lengths to assure that Kudler Fine Foods is the purveyor of choice for customers aspiring to purchase the finest epicurean delights” (Our Mission, para 2).
Research Importance According to American Marketing Association (2011), "marketing research is the function that links the consumer, customer, and public to the marketer through information--information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications” (Definition of Marketing , para. 3). This concept basically states that a company needs to perform marketing research if they want to get more in touch with their customer’s needs. The marketing research lets the company know what a customer wants and needs. Not only does the market research target current customers, but also potential customers. The overall basis of the marketing research is to keep customers coming back and