Marketing Intelligence

Task 1

1.1 Describe the main stages of the purchase decision-making process

Buyer Decision Making process

Consumer buying decision process of Primark consists of the following steps

Need recognition

Information search

Evaluation of alternatives

Purchase decision

Post Purchase behavior

(Kotler, Armstrong, 2008)

Need recognition: The process begins with need recognition the purchaser feels that he need
to have the particular products or services from Primark in order to satisfy his need. The
purpose for this can be internal stimuli i.e. need to satisfy and external stimuli i.e. products
Ads.

Information search: An intrigued prospect meaning to purchase products will search for
information in regards to different organizations offering those products. He will utilize
sources like web, family, friend and so on.
Evaluation of alternatives : The advertising individuals of Primark need to think about how
different shoppers assess items or administrations well the procedure is difficult to get it.
Here the customers may keep the following purposes of assessment criteria costs, quality, and
brand.

Purchase decision: Normally the customer is want to purchase product which up to most
high amount satisfy his assessment criteria yet even at this stage same element may change
shoppers decisions.
Post Purchase behavior: Consumers purchasing choice procedure does not end with the buy
of the product it draws in itself in post-buy process. This figures out if the purchaser is
fulfilled by item or administration purchased or not. If that fulfilled then great word mouth
will happen and the other way around. Buyers fulfillment, disappointment or delightedness
relies on purchaser desires and the product quality perceived performance.
1.2 Explain theories of buyer behavior in terms of individuals and markets
The buying behavior of the customers varies in the different market and for that reason expert
developed different theories of customer buying behavior. According to Czinkota and
Ronkainen, (2012), there are four theories of the buying behavior which is listed in the
following.
Complex Buying Behavior: In this situation, buyers have higher involvement in the
expensive, purchased infrequently, risky, and highly self-expressive product.
Dissonance Reducing Buying Behavior: Highly involvement but looks little contrast between
brands.
Habitual Buying Behavior: Low involvement of customers but little brand differences.
Variety-Seeking Buying Behavior: Have low customer involvement but brand difference is
centrality.
1.3 Explain the factors that affect buyer behavior
Psychological factors
Motivation: Human beings at the same time have many needs.. Some are natural, for
example, appetite, thirst or distress others are physiological, emerging from the need of
recognition, regard, or having a place. A need changed into a motive when its insufficiency is
experienced up to a serious level thus convincing a man to fulfill it. Two well known
hypothes is with respect to motivation were proposed by Sigmund companion and Abraham
Maslow.

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Recognition: It is the technique by which person select, compose, and translate data to frame
meaningful picture of the world. For instance, if people perceive a company like Primark as
a good organization so more people will purchase its products as its existing shoppers will
propose it to others.
Realizing: When individuals make a move they learn. Learning is essentially changes in the
peoples behavior as an outcome of experience. It acquires when on communicates with
boosts, signs, reactions and fortification. At the point when one purchase Primarks products
as well as react to its promotions and in the event that he/she discovered the platitudes of firm
right so shoppers will find out about its products in a positive way and vice versa.
Beliefs and attitude: A beliefs is an expressive imagined that a man has about something. It
might be based upon genuine learning, assessment, or confidence and it additionally could
possibly have an enthusiastic variable. It is of extraordinary significance to any firm
advertisers because it shapes its brand image that modifies buying choice.
Attitudes are comparatively consistent evaluations, feeling, and tendencies toward object or
idea. It structures people liking and disliking patterns. Changing someone attitudes is a very
hard task to perform.
Personal factors
Age and life cycle stage: Choices of foods, garments, and so forth are regularly age related.
Individuals change their purchasing habits with changes in their age. Shopping is also
impacted by the phase of the family life burn the stages through which families may.
Occupation: An individual occupation influence the choice of goods and services bought.
Economic situation: A individual's buying treand is affected by economic situation in a
significant manner.
Life styles: life style is a people expressed in this or her psychographics. People which belong
to same culture, subculture, occupation and social class may have different life style.
Personality and self concept: Personality implies the different psychological factors that lead
to comparatively steady and enduring reactions to ones own world. Every person different
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personality put and effect on his or her shopping pattern. It is usually expressed in term traits
like self confidence, adaptability, autonomy, and aggressiveness.
Many marketers like Primark use a thought identified with identity i.e. self concept. The
idea which self concept express is that individual possessions contribute to and reflect their
identities; that is we are what we have. Hence to comprehend your target people psyche first
you must understand the relationship between self concept and possessions.
1.4 Evaluate the relationship between brand loyalty, corporate image and repeat
purchasing
The brand loyalty, corporate picture, and repeat shopping have solid effect on the upper hand
of Primark in the highly competitive market. The brand loyalty makes consumer loyalty
which is come about the repeat buying of the consumer Douglas and Craig, (2009). In any
case, the brand loyalty, corporate image, administration, cost and administration quality
prompts build the loyal shopper and those reliable shopper is the advantage of a firm who
improve the brand loyalty and corporate image. The brand loyalty will bona fide when the
clients have genuine disposition to make the repeat shopping. For instance, the Primark is
considered as the genuine brand loyalties which have the corporate image in the competitive
market.

Task 2: Use marketing research techniques

2.1 Evaluate different types of market research techniques

One of the key parts of the market sector insight is the market surveying. Through an
appropriately directed market surveying, an organization can get its responses for creating
advertising systems and distinguishing the market sector demands (Hedin, Hirvensalo and
Vaarnas, 2011).
Market surveying strategies are either primary or secondary. Primary strategies are gathering
data from the immediate sources, and the inverse is the secondary method. Be that as it may,
this study would for the most part examine the primary procedures. Also, the exploration
strategies are split into quantitative, subjective and blended methods. At the point when the
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numerical information are required and handled, it is quantitative exploration. While textural
informations are required, it's the subjective examination and when they are both utilized as a
part of extents, it is known as the mixed method.
Here is how Primark plans to utilize those techniques. First of all, to a dissect customer base,
customer response and competitors, the organization would go for qualitative research.
For analysing the company execution, productivity level, sales increase, revenue increase etc.
the quantitative analysis is led.
To evaluate the general organization execution and the effects of PESTLE variables, mixed
procedure is utilized.
2.2 use sources of secondary data to achieve marketing research objectives

Collecting primary information often becomes unnecessary if there are good sources of
secondary information. Here the learner would discuss secondary data sources, aligned with
the company objective. The learner sets these following destinations for the research.
1. Evaluate market performance.
2. Know the competitors.
The selected sources for collect secondary data are;
1. Managerial and financial reports.
2. Previously conducted researches and market surveys.
3. Market Reports.
The administrative and financial related reports are the proofs of the organization's
performances. Previously led inquires about and reviews analyze between the past and the
present. Market reports think about the competitors.
2.3 Assess the validity and reliability of market research findings

Validity and reliability are the qualities that make an exploration fruitful. Validity implies that
the exploration results are convenient to be viable if actualized. Reliability implies that the
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exploration has been led in light of precise data and in this way the results can be trusted
(Kelley, 1968).
To survey the reliability of the exploration results, the learner ought to evaluate the data that
has been utilized for the study. What the sources were, by whom the information were
gathered. To assess the validity, the learner ought to evaluate the exploration results adequacy.
Primark utilized talented work force for Market research and research. The primary
examination was done in an exceptionally methodical way. Along these lines, the exploration
was qualified to be dependable. The secondary information were gathered from approved
distributions, consequently, the data utilized were for the most part precise.
The examination calendar were set with adaptability additionally inside of a sensible time
allotment, along these lines legitimacy were organized.
2.4 Prepare a marketing research plan to obtain information in a given situation

Background:
The authority has decided to shift onto new market lines and grow its develop its market.
Rationale:
Observing the rising competition in the industry and resource potentials made the goal of
growth evident for the organization.
Objective:
To attain 7% growth in revenues, 3% expansion of market and incoming the industry of bag
packs.
Methodology:
First of all, to dissect customer base, customer reaction and contenders, the organization
would go for subjective exploration. For dissecting the organization execution, profitability
level, sales increase, revenue increase etc. the quantitative examination is directed. To survey
the general organization execution and the effects of PESTLE components, blended
examination procedure is utilized. To legitimize the choice of entering sack packs industry, a
careful SWOT examination would be finished.
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Data analysis: Data would be analysed with Market and methodological tools.
Timeframe: Must be within three weeks.
Budget: Budget would be set later.
Several stages of this research process

No. of Weeks required

Understanding the Problems

Research question development

Developing the research methodology

2
4

Conducting interview on the selected respondents

Data analysis

Interpreting analyzed data

Data Presentation

final report

Task 3: Assessing the marketsize andfuture demand

3.1 Assess market size trends within a given market

The size of the market sector for diverse product offerings are exceptionally particular. At the
point when Primark wishes to enter another market sector portion, it should likewise assess
the size of the market sector it wishes to enter. Market sector size decides a great deal of
issues, for example, the aggressiveness, benefit, scope for gainfulness and so on. For
instance, the market sector of Jeans product is huge and aggressive. As a standout amongst
the most well known garments product, the explanation behind aggressiveness is clear. Then
again, the market sector for child pieces of clothing is demandable additionally moderate.
Primark ought to evaluate the size of the market sector it needs to work in.

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3.2 Competitor analysis for a given organisation

To understand the market sector, it is vital to comprehend the competitors. Competitors, if

sufficiently key, can take away an immense piece of the pie from Primark. In this way,
surveying the need the director of Primark thinks of a brief competitors investigation.
Primarks competitors;
Risky, Matalan and Peacocks.
Short analysis;
Peacocks: Products are reasonable than Primark. The Market position, Customer ratings 3
out of 5.
Risky: Product are expensive than Primark. Good market status. Good market reach.
Customer rating- 4 out of 5.
Matalan: Cheaper products than Primark. Fair market position. Extensive market reach.
Customer ratings- 3.5 out of 5.
Considering all the data above, Primark distinguishes Risky and Matalan as its nearest rivals.
Be that as it may, because of altered nearby supply and dispersion channels, the organization
has kept itself in a superior position than the others.
3.3 Primarks opportunities and threats or a given product or service

The management of Primark as of late has chosen to grow its market sector by going into
another market sector portion. Considering the opportunities and assets, the organization
expects to enter the market of bag packs.
SWOT analysis, for starting market in the bag pack market;
The strengths,
1. Links with local suppliers of raw materials.
2. Customers poise on the company.
3. Internal growth potential of Primark.
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Weaknesses,
1. New industry.
Opportunities
1. Sufficient resources for entering a new industry.
2. Established brand image.
Threats
1. Existing companies.
Scenario of UKs shoe industry;
Various famous organizations work the bag pack market in the UK. They are known for their
top of the products. Their uniqueness is that their items are made with unique cowhide.
Which additionally makes their items really costly.
The external factors does not influence the shoe industry much. The stable political and
lawful environment in the UK are steady and do not affect the market.
In any case, there are late environmental issues that are representing a risk on the calfskin
things. More than that overall expansion has cut the requests for extravagant costly things.
Therefore, the industry is presently moving to options for cowhide with which they can even
now convey top of the line products.
Opportunities and threats in this industry for new companies;
Bag packs made of top of the line material are getting demandable. It is an open door for
garments industry organizations to move into the Shoe industry. They can create top of the
line items as well as they can convey them at reasonable costs.
Task 4: Measure customer satisfaction

4.1 Techniques of assessing customer response

Customer response help Primark to think about their requests, desires and protests. Without
appropriately assessing the customer responses, the organization can't give a decent
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conveyance to the market sector. There are different methods for evaluating their reactions.
Customer reviews, phone reactions, email communication are the few of them (Tracy, n.d.).
Utilizing the specified specialized devices, the customer reactions are gathered. And
afterward they are sent to the top administration. There the supervisors listen to what the
customers said, and there they think of them as.
The most appropriate tool for gathering customer response in a greater point of view, is the
overview. Be that as it may, to make an overview viable, it should be legitimately arranged.
There are diverse sorts of polls that can be utilized for studying. Open finished, close
finished, - however it wise to prepare to set up a survey with both types of inquiries in a
decent extent.
4.2 Customer satisfaction survey

1. What is your age?

18 to 24
25 to 34
35 to 44
45 to 54
55 to 64
65 to 74
75 or older

2. What is your approximate average household income?

$0-$24,999
$25,000-$49,999
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$50,000-$74,999
$75,000-$99,999
$100,000-$124,999
$125,000-$149,999
$150,000-$174,999
$175,000-$199,999
$200,000 and up

3. How well did our customer service representative answer your question or solve your
problem?
Extremely well
Very well
Moderately well
Slightly well
Not at all well

4. How professional is our company?

Extremely professional
Very professional
Somewhat professional
Not so professional
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Not at all professional

5. Do you like our company, neither like nor dislike it, or dislike it?
Like a great deal
Like a moderate amount
Like a little
Neither like nor dislike
Dislike a little
Dislike a moderate amount
Dislike a great deal
6. How likely is it that you would recommend this company to a friend or colleague?
Not at all likely

extremely likely

7. Compared to our competitors, is our service quality better, worse, or about the same?
A great deal better
Quite a bit better
Somewhat better
About the same
Somewhat worse

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Quite a bit worse

A great deal worse
Don't know

8. Overall, how responsive has our company been to your questions or concerns about
our service?
Extremely responsive
Very responsive
Moderately responsive
Slightly responsive
Not at all responsive
Not applicable

9. What does this company do really well?

10. How would you rate the quality of the product?

Very high quality
High quality
Neither high nor low quality
Low quality
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11. How professional is our company?

Extremely professional
Very professional
Somewhat professional
Not so professional
Not at all professional

12. How would you rate the quality of the product?

Very high quality
High quality
Neither high nor low quality
Low quality
Very low quality

13. What do you like most about our new service?

14. How long have you been a customer of our company?

This is my first purchase

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Less than six months

Six months to a year
1 - 2 years
3 or more years
I haven't made a purchase yet

15. What do you like most about competing services currently available from other
companies?

4.3Success of a completed survey

One of the

primary role of the market sector knowledge is the market survey. Through a

legitimately led market survey, an organization can get its responses for creating promoting
systems and distinguishing the market sector demands(Walle, 2001).
Along these lines, at last the scientist needs to survey the achievement of his examination. To
do that he must break down the aggregate buyers survey, percentage of them responded, the
areas secured under the s survey and the demography.
Here the exploration overviewed 900 customers from 20 distinct areas scattered at diverse
districts; the surveyed were of distinctive class, age and sexual orientation, similarly
distributed.
The percentage of response were 90%, and the individuals who reacted, did it deliberately.
Therefore, the analyst infers that the research has been fruitful. Furthermore, the data were
dependable.

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Conclusion

So far the learner had tried to apply his knowledge of marketing intelligence in this task
work. Marketing intelligence is the study of crucial marketing factors that helps establishing
marketing strategies, plans and objectives. The study had a lot to cover. The buyer behaviour
assessment, conducting market research, assessing the size of market and finally getting and
evaluating customer responses on the companys product and overall service factors. The
effectiveness of the activities of the marketing department lies upon the proper
implementation of marketing intelligence. Therefore, in order to complete his learning of this
course, the learner had done a critical task work on the subject based on the company
scenario of Primark GB.
The learner had gone through some researches and checked some resources to understand the
application of marketing intelligence in the scenario of Primark GB. Primark GB is a one of
the renowned clothing retailers of the UK, especially known for their affordable and good
quality products. The companys strategies are very simple- buy raw materials from local
retailers; this way lower the product cost but increase the quality and then sell them with an
affordable price tag. It has its competitors, and it needs to sustain in its market position. And
here it needs the proper knowledge on marketing intelligence. Through an organized research
on the company, the learner had tried to understand what the few of the things are that helps
Primark to successfully compete with its competitors. Despite a few limitations of the
complete knowledge on this scenario, the learner had tried his best to draw upon a
satisfactory conclusion.
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