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Consumer Research Vital To Marketer And Firm . A consumer intending to buy a sports bike will be more attentive to motor bikes ad, a style conscious person will be more receptive to ads for fashionable clothes while another consumer who is a habitual soft drink lover will be more attentive to advertisements portraying the. It is not the organisation nor marketer but the brand which becomes the consumer’s idea of the product or service. Kishan Gopal BBA from pt.slideshare.net It is not the organisation nor marketer but the brand which becomes the consumer’s idea of the product or service. Consumer will typically associate his or her idea of the product or service with the brand name. Consumers will identify and choose marketing stimuli based on their needs and attitudes.