EDUCATION SOLUTIONS

INTERNATIONAL


HND BUSINESS
UNIT 17
Marketing Intelligence










Assessor's comments
Qualification QCF Level 5- HND Business Assessor name
Unit number and
title
17- Marketing Intelligence Learner name
Assignment title PURCHASE DECISION MAKING AND BUYER BEHAVIOR INFLUENCES
Assessment Criteria Achieved?
AC 1.1: describe the main stages of the purchase decision making process
AC 1.2: explain theories of buyer behaviour in terms of individuals and markets
AC 1.3: explain the factors that affect buyer behaviour
AC 1.4: evaluate the relationship between brand loyalty, corporate image and repeat purchasing
AC 2.1: evaluate different types of market research techniques
AC 2.2: use sources of secondary data to achieve marketing research objectives
AC 2.3: assess the validity and reliability of market research findings
AC 2.4: prepare a marketing research plan to obtain information in a given situation
AC 3.1: assess market size trends within a given market
AC 3.2: plan and carry out a competitor analysis for a given organisation
AC 3.3: evaluate an organisations opportunities and threats for a given product or service
AC 4.1: evaluate techniques of assessing customer response
AC 4.2: design and complete a customer satisfaction survey
AC 4.3: review the success of a completed survey
Grading Criteria Achieved?
M1 Identify and apply strategies to find appropriate solutions
M2 A range of information sources used and proper citation given
M3 Present and communicate appropriate findings
D1 Use critical reflection to evaluate own work and justify valid conclusions
D2 Work submitted on time, demonstrates that all work related activities were well planned, managed
and organized

D3 Demonstrated convergent, lateral and creative thinking while making recommendations and
suggestions

Assessor feedback & Action Plan


Learners Feedback

Assessor signature Date
Learner signature Date
Assignment Cover sheet



Learners Name:

Assessor:
Date Issue: Completion Date:

Submitted On:
Qualification: QCF Level 5 HND Business Unit No & Title: 17- Marketing Intelligence
Assignment Title
PURCHASE DECISION MAKING AND BUYER BEHAVIOUR INFLUENCES
In this assessment you will have opportunities to provide evidence against the following criteria. Indicate the page numbers where
the evidence can be found. Attach work where needed.
Assessment Criteria To achieve the criteria the evidence must show that the
student is able to:
Task no. Evidence
AC 1.1
Description of your buying decision making process for the
purchase of sunglasses need recognition, information search,
alternative evaluation, purchase decision, post purchase
evaluation
Scenerio 1:
Task 2

AC 1.2
Theory application influence on buyer behavior, diffusion
theory, stimulus response model, decision making unit etc
Scenerio 1:
Task 3

AC 1.3
The concept of branding, what is the relationship between
brand loyalty, brand image and repeat purchase
Scenerio 1:
Task 4

AC 4.2,3.1, 3.2, 3.3
Marketing research plan: what is the market size, growth and
trends in telecom industry, Competitors analysis :
opportunities & threats and how can they improve.
Scenerio 2:
Task 1

AC 4.1
Techniques to assess consumers response: post sale surveys,
complaint handling system, customer follow up etc
Scenerio 2:
Task 1

AC 4.2, 4.3
Survey form/Questionnaire, compiled results, tables, graphs
and interpretations.
Scenerio 2:
Task 1

AC 2.1, 2.2, 2.3
Marketing research techniques: stages of marketing research
process, use of qualitative and quantitative methods, value and
interpretation of data, assessment of researchs reliability.
Action Plan: calendars, Gantt charts, to do lists etc
Scenerio 2:
Task 1

Learner declaration
I certify that the work submitted for this assignment is my own and research sources are fully acknowledged.
Learner signature:
Date:
Assignment Briefs
UNIT TITLE UNIT 17- MARKETING INTELLIGENCE
QUALIFICATION QCF LEVEL 5: HIGHER NATIONAL DIPLOMA HND BUSINESS
START DATE
DEADLINE
ASSESSOR
ASSIGNMENT
TITLE:
PURCHASE DECISION MAKING AND BUYER BEHAVIOUR INFLUENCES
THE PURPOSE OF THIS ASSIGNMENT IS TO ENABLE YOU TO UNDERSTAND THE PURCHASE
DECISION-MAKING PROCESS AND TO RECOGNIZE THE VARIABLES AND SITUATIONS THAT
INFLUENCE THE BUYER BEHAVIOR, AND HOW MARKETING RESEARCH TECHNIQUES ARE USED TO
CONTRIBUTE TO THE DEVELOPMENT OF MARKETING PLANS
SCENARIO 1

SUPPOSE YOU WERE ASKED TO PURCHASE A PAIR OF SUNGLASSES FOR YOURSELF. YOU ARE
GIVEN THE OPTION OF THE FOLLOWING BRANDS: GUCCI, FENDI, PRADA, RAY-BAN, GUESS

TASK 1: WHICH BRAND WOULD YOU PURCHASE AS YOUR FIRST CHOICE, AND WHICH WOULD BE
YOUR SECOND PREFERENCE

TASK 2: IDENTIFY AND APPLY DIFFERENT TAUGHT THEORIES TO DESCRIBE THE MAIN STAGES
IN YOUR PURCHASE DECISION MAKING PROCESS FOR THAT PARTICULAR BRAND OF
SUNGLASSES.
PROVIDES EVIDENCE FOR: AC 1.1, M1

TASK 3: IDENTIFY AND EXPLAIN DIFFERENT TAUGHT APPROACHES AND THEORIES OF BUYER
BEHAVIOR, AND JUSTIFY TO EXPLAIN THE FACTORS THAT AFFECTED YOUR BUYING BEHAVIOR
TOWARDS THE PARTICULAR BRAND.
PROVIDES EVIDENCE FOR: AC 1.2, 1.3, M1, D1

TASK 3: REFERRING TO YOUR BUYING EXPERIENCE AND YOUR REASONS FOR CHOOSING THAT
CERTAIN BRAND OF SUNGLASSES, EVALUATE THE RELATIONSHIP BETWEEN BRAND LOYALTY,
CORPORATE IMAGE AND REPEAT PURCHASING, WITH LOGICAL AND COHERENT ARGUMENTS.
PROVIDES EVIDENCE FOR: AC 1.4, M3
SCENARIO 2

THE LARGEST TELECOM COMPANIES IN PAKISTAN INCLUDE:
- UFONE
- TELENOR
- MOBILINK
-
IT HAS BEEN WITNESSED IN THE LAST COUPLE OF YEARS THAT THE CONSUMERS SWITCH VERY
QUICKLY FROM ONE BRAND TO THE OTHER OR FROM ON PACKAGE TO THE OTHER IN THE
TELECOM MARKET.
TASK 1: YOU ARE REQUIRED TO PROPOSE AND PREPARE A MARKETING RESEARCH PLAN TO
OBTAIN THE FOLLOWING INFORMATION:
PROVIDES EVIDENCE FOR: AC 2.4

- IDENTIFY AND ASSESS CURRENT MARKET SIZE GROWTH AND TRENDS WITHIN THE
TELECOM INDUSTRY KEEPING IN MIND THE VARIOUS OPTIONS AVAILABLE TO THE
CONSUMERS.
PROVIDES EVIDENCE FOR: AC 3.1

- PLAN AND CARRY OUT A COMPETITOR ANALYSIS FOR MOBILINK AGAINST TELENOR
AND UFONE, ALONGWITH HIGHLIGHTING THE OPPORTUNITIES AND THREATS THAT
MOBILINK IS FACING. YOU MUST PROPOSE REALISTIC IMPROVEMENTS IN VIEW OF YOUR
ANALYSIS OF THE THREATS AND OPPORTUNITIES AVAILABLE TO MOBILINK.
PROVIDES EVIDENCE FOR: AC 3.2, 3.3, D1



- IDENTIFY, EVALUATE, SELECT AND DESIGN DIFFERENT TECHNIQUES YOU MAY USE TO ASSESS
CUSTOMER RESPONSE FOR ONE OF MOBILINKS PRODUCTS
PROVIDES EVIDENCE FOR: AC 4.1, M2

- DESIGN AND COMPLETE A CUSTOMER SATISFACTION SURVEY FROM A SAMPLE OF AT LEAST 20
USERS OF MOBILINK SERVICES, AND TABULATE AND PRESENT THEIR RESULTS. REVIEW THE
SUCCESS OF THE COMPLETED SURVEY. YOU CAN VISIT www.surveymonkey.com TO CONDUCT AN
ONLINE SURVEY.
PROVIDES EVIDENCE FOR: AC 4.2, 4.3

INFORMATION & RESEARCH FOR THE MARKETING PLAN:
IN ORDER TO CARRY OUT THE MARKETING PLAN, YOU MUST:

- REVIEW AND EVALUATE DIFFERENT TYPES OF MARKET RESEARCH TECHNIQUES
PROVIDES EVIDENCE FOR: AC 2.1
-
- IDENTIFY AND USE SOURCES OF SECONDARY DATA IN TWO MARKETING CONTEXTS
(COULD BE FOR 2 DIFFERENCE PRODUCTS OF MOBILINK) TO ACHIEVE MARKETING
RESEARCH OBJECTIVES
PROVIDES EVIDENCE FOR: AC 2.2

- ASSESS THE VALIDITY AND RELIABILITY OF MARKET RESEARCH FINDINGS, AND GIVE
YOUR OWN IDEAS AND CREATIVITY TO PROVIDE RESOLUTION FOR THE PROBLEMS
IDENTIFIED
PROVIDES EVIDENCE FOR: AC 2.3, D3

- YOU MUST BE ABLE TO PRESENT ACTION PLANS FOR ACTIVITIES REQUIRED TO CARRY OUT THE
MARKETING PLAN IN THE FORM OF TABLE, GANTT CHARTS, ETC TO ILLUSTRATE THAT YOU HAVE
MANAGED AND PLANNED ACTIVITIES WITH AUTONOMY AND INDEPENDENCE.
PROVIDES EVIDENCE FOR: D2

THIS BRIEF HAS BEEN VERIFIED AS BEING FIT FOR PURPOSE
ASSESSOR
SIGNATURE DATE
INTERNAL VERIFIER
SIGNATURE DATE