Marketers must use research to gain total understanding of the situation that they have to face. With this tool they can deduce the needs of consumer. The research is the basis from which to understand the market conditions; without adequate research is likely to fail in the launch of the product and consequently a loss of image quality of the brand. There are some cases of colossal failures by large companies that did not produce a valid search and found themselves in difficulties such as McDonald's. In 1985, the famous fast-food chain in the creation of the famous Big Mac appeared in the Indian market without taking into account a crucial factor; in India people do not eat beef for religious reasons. McDonald's has lost a large market share and the image has obviously been compromised because there has been no research on the culture and the hypothetical consumers were offended by that product. So research is vital to identify the potential customer, in this respect Professor Peter Drucker says, "make what you can sell and not sell what you can make" , the concept of research is implicit in the phrase. It is clear at this point that marketers must consider a diverse range of aspects of the relationship between fast food product and consumer.