Assignment On Marketing Research For Apple Inc
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Added on 2020-02-12
Assignment On Marketing Research For Apple Inc
Added on 2020-02-12
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Marketing Intelligence1AssignmentMarketing IntelligenceStudent NameStudent NumberSubmission DateProfessor’ Name
Marketing Intelligence2Table of ContentsIntroduction......................................................................................................................................21.1Stages of purchase decision-making process........................................................................31.2 Buyer behavior theories or model and explanation about its relation with individuals and markets:............................................................................................................................................41.3 Factors affecting buyer behavior...............................................................................................51.4 Define brand loyalty, corporate image, and repeat purchasing and evaluate relationship between them...................................................................................................................................62.1 Market Research Techniques:....................................................................................................72.2 Use of secondary data to achieve marketing research objectives..............................................72.3 Assess the validity and reliability of market research findings.................................................82.4 Propose a Marketing Research Plan for the Apple Inc..............................................................83.1 Market size trends within given market...................................................................................103.2 Competitor’s Analysis for Apple Inc.......................................................................................103.3 SWOT Analysis of Apple’s products......................................................................................124.1 Techniques of assessing customer response............................................................................134.2 Customer satisfaction survey...................................................................................................144.3 Review the success of completed survey.................................................................................16(A)Brand Awareness..............................................................................................................16(B)Participant Satisfaction.....................................................................................................16(C ) Strengthening Business Relationships............................................................................17Conclusion.....................................................................................................................................17References......................................................................................................................................18
Marketing Intelligence3IntroductionThe assignment is intended to form marketing research for a company. The company whosemarketing needs, size and demand of market are analyzed is Apple Inc. The marketing researchenables to know the steps used by customer before taking purchase decision. It also identifies thefactor affecting the buying behavior of customers and how the terms brand loyalty, corporateimage and repeat purchasing work for Apple Inc. It has also identified the objectives of marketresearch along with new trends in market, and strengths, opportunities and threats in new market.In order to propose strong marketing strategies it is important to analyze the strengths ofcustomers and competitors’ analysis is performed for the same. To accomplish the researchvarious techniques are used to get customer response and that are questionnaire and surveymethods. 1.1Stages of purchase decision-making processPurchase decision-making process consists of five stages:1) Need recognition is first stage where the process starts and the buyer recognized problem orneed of a product or service (Marlowe, 2016).2) Information search is the second stage where consumer starts searching for specific andperfect product. To buy any of the Apple’s product customers searches commercial, public andexperiential sources from where they can get information of the product. 3) Evaluation of alternative is performed. Customer obviously wish to buy most preferredbrand like Apple but the buying decision may be change if product going out of budget or anyunexpected situational factors. 4) Finally, purchase decision is made after searching product’s information and all otheralternatives.
Marketing Intelligence45) After buying and using the product if customer satisfied with the functions and service thenonly they will decide to engage in post purchase behavior (Belz, F.-M. & Schmidt-Riediger,2010).1.2 Buyer behavior theories or model and explanation about its relation with individuals and markets:Buyer behavior is a systematic approach of customers which is followed while entering into thebuying process and taking purchase decision (Dencic-Mihajlov, 2013, p.140). Numbers ofmodels are there which explains the buying behavior of customers. Most accepted model toknow customer purchasing behavior for technology products like Apple is Adoption model. Figure 1: Stages of Adoption model of buying behavior
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