Hospitality Franchise Purchase Decision

This assignment delves into the complexities of the hospitality franchise purchase decision-making process. It presents a survey structure with questions aimed at understanding how individuals evaluate companies, products, and customer service within the hospitality sector. The survey data can be used to analyze consumer preferences and identify key factors influencing franchise purchase decisions.

Marketing Intelligence

Contents
Introduction .....................................................................................................................................4
Task 1...............................................................................................................................................5
Describe the main stages of the purchase decision making process............................................5
Explain the factors that affect buyer behavior..........................................................................10
Evaluate the relationship between brand loyalties, corporate image and repeat purchasing.....11
Task 2.............................................................................................................................................11
2.2 Provide evidence of secondary sources of data relevant to achieve marketing research
objectives for M & S. ...............................................................................................................13
2.3 Assess the validity and reliability of market research findings in relation to M & S..........14
2.4 Prepare a marketing research plan to obtain information in a given situation (the extent of
customer satisfaction at M & S)................................................................................................15
4.2 Design and complete a customer satisfaction survey..........................................................15
4.1 Evaluate techniques of assessing customer response..........................................................17
4.3 Review the success of a completed survey..........................................................................18
Task 3.............................................................................................................................................19
3.1 Carry out an assessment of market size trends within a selected market of your choice. . .19
3.2 Describe a plan and carry out a competitor analysis for one of the following organizations.
...................................................................................................................................................20
3.3 Using the selected organization in task 3.2, evaluate the opportunities and threats for the
product or service chosen in task 3.2.........................................................................................21

Conclusion ....................................................................................................................................23
References .....................................................................................................................................24

Introduction
The Marketing Intelligence is the information about the company’s markets. The markets of the
company are analyzed and excelled in this. The company taken for the report is the Marks and
Spencer. The report includes the decision making behavior of the customer related to the
purchase and the theories of the buyer behavior in the market. The report also discuss about the
different factors that affect the customers behavior. It also includes the brand image and its
information about the company. The report also includes the market research on the basis of the
customer satisfaction and the different techniques of the company to attract the customers.
Further report talks about the market size and the trends and the competitor analysis of the
company and the threats and opportunities of the company. The report will provide the
understanding of the markets and the related factors of the Marks and Spencer.

Task 1
Describe the main stages of the purchase decision making process.
Decision making process in relation to purchase is shown below-
Step 1- Problem recognition
The first step is to recognize the problems in the market that arises by the wants and needs of the
customers. Consumer feel some missing aspects in their life which they fix by the way of
recognizing the problem.
Step 2- Process of search
The next step is the conducting search for the purpose of finding the best suitable product that
can satisfy the need of the consumers in the market. This search can be made via internet or
via interacting with the human beings to know the product (Yeung, et.al, 2016).
Step 3- Alternative available
The next step is evaluating and checking the alternative available in the market in relation to the
same product that is required by the consumer. The alternative available may have same
qualities or the better one for satisfying the needs of the consumer in terms of price, quantity,
quality or any other aspects.
Step 4-Selection
After all the research the next step is to select the most suitable product by the consumer that
would satisfy the need of them. It must be selected in a rational manner with all the aspects
that are required in the product.
Step-5- Evaluation of decisions
After the purchase of the product the last step is to evaluate the product choice. The product that
is selected is being evaluated in a proper manner to judge whether the product that is selected
has satisfied the wants of the customers (Yeung, et.al, 2016).

While following the needs and the wants of the customers Marks and Spencer’s may be able to
create a criteria through which company would be able to make correct market strategy to
increase its sales by understanding the reasons of the market situation as well as the mentality
of the customers (Yeung, et.al, 2016).
1.2 Explain theories of buyer behavior in terms of individuals and
markets.
Presentation

Explain the factors that affect buyer behavior.
There are various aspects that affects the behavior of the buyer in the market which is essential
for the business to analyze so that a proper planning be made. Factors are explained below-
Cultural- Buyer decision is based on the culture in which it lives that also includes the social
class of the buyer. The buyer is influenced by the religions, nationalities and all other aspects
associated with it. As the religion of the buyer increases the sales of the product at the time of
the festive season as well as nationality also affects the choice of the customers in an
effective manner (Xu, et.al, 2010).
Social- This factors are the reference groups, role of family as well as his status in the society.
Reference groups forms the behavior of the buyer as they influence on the buyer choice.
Along with that buyer make decisions as per the family influence. Apart from that status of
the buyer also helps to decide its choice.
Personal- The factors constitute the age, personality, lifestyle, occupational, as well as economic
aspects. Such as choice of the buyer also changes with the change of age of them. Similarly
the life style of the person also differ from one person to another. Along with that economic
situation of the person has the great influence as a buyer with the budget always tries to buy
with rationally.
Psychological -The factors in it are motivation, learnings, attitudes as well as beliefs of the
buyers. Such as motivational factors that affects the decisions of the buyer due to the various
needs like biological, social and physiological. Apart from that perception and attitude of the
person towards the product also changes their behavior towards the products for purchasing.
So M&S’s is required to analyze the buyer behavior to be able to become more stable in the
market. The market strategy is required to be more focused and more accurate as per the buyer
behavior (Xu, et.al, 2010).

Evaluate the relationship between brand loyalties, corporate image and repeat purchasing.
Brand loyalty is the continuation of the selection of the same brand by the buyer over the other
available brands. Brand loyalty is made after the hard work of the seller over the period of
time.
Corporate image is the image formed for the company in regards to the point of view of the
buyer over the way of dealing with the customers in the market. This image is the important
aspect for any business so that a perfect image of the company be established.
Repeat purchase is the repetition in the purchase by the buyer for the product which helps in the
better as well as successful running of the business (Tu, et.al, 2013).
All the three factors constitute a definite relationship with each other as brand loyalty helps in the
repeated purchase of the product and the corporate image of the also helps in the better
working of the product in the market. With the good corporate image company would be able
to increase the chances of the brand loyalty as well as with the brand loyalty buyer would be
able to purchase the desired product on the repeated manner.
So it is important that Marks and spencer’s make correct strategy so that it may improve their
corporate image that would help it increase the loyalty of the customers towards the products
of the company. And with the brand loyalty there are more purchase or the repeated purchase
of the product of the company that would leads to the repeated purchase. So it can easily be
concluded that all the three aspects are related to the each other in an effective manner (Tu,
et.al, 2013).
Task 2
2.1 Evaluate different types of market research techniques that
could be used to obtain information to bring back M & S shoppers.

Marks and Spencer has the great down fall since the past 20 years. The company was challenged
by the cheap priced retailers and the company has lost the customers and the shoppers of the
company. The competitors of the company brought the good and cheap products in the market
which took away the leading position of the Marks and Spencer. The company decided to grab
back the customers of the company and provide them the most quality products and the clothing
to increase the sales of the company as well as the profits of the company.
The company should use the different marketing techniques to assess the information from the
customers. The marketing researches are the searching’s and the findings of the company’s
market (Witell, et.al, 2011). The company works on the various marketing research techniques
are-
Qualitative and quantitative techniques-
Qualitative techniques are the methods which quality of the data collected is measured and is
very effective. The qualitative technique of the company helps in collecting the data in the
quality manner. It helps to the company to analyze the customers and target market on the basis
of the descriptions which are given by the target audience. It has a potential to analyze the beliefs
and values of the targeted audience. But it has a need of an experienced analyzer to analyze the
research properly.
The quantitative techniques of the research are that the collection of the data is done in the
quantitative manner. The quantitative methods of research is based on the mathematical data
which help to the company about market competition. It can give the exact result in the figures
but it has a less chance to analyze the feeling of the customers.
Here the chosen techniques are the qualitative technique. The different methods included in this
are-
Surveys- the Company uses the method to research the market in the manner to gain back the
attention of the customers. This marketing research techniques include the survey methods. The
company took the surveys from the different customers residing in different locations to know
the reach of the company and the importance of the company in each of the locations. Survey
includes the method of telephonic survey, mails survey, and online surveys.

Focus groups- Focus groups include the permanent and the potential customers of the company.
The focus groups includes the people or the customers of the company are the loyal customers of
the company and purchase the product from the particular company. The focus groups are the
brand loyal customers and can be grabbed by the company’s name. In this technique the
company focuses on these groups to attract the customers (Witell, et.al, 2011).
Personal interviews- Personal interviews includes the interviews of the customers related to the
products and the services of the company and the performance of the company. The interviews
are the questions asked by the customer to ultimately gain the information related to the
customers about the company. The personal interviews are conducted by the company’s to assess
the information about the company and its performance.
Observation- Observations are the process of examining and observing the situation or the
behavior of the customers so as to grab the information about the company and the performance
of the company (Witell, et.al, 2011). This includes the various analysis and the information about
the customer’s behavior and the strategies can be implemented by this to garb the customers.
Field trials- Field Trials are the process of trying the new product in the market by providing the
samples and the offers on that product to convince the customers for buying the product and the
company gets the information regarding the prices, packaging, quality and the other aspects by
the customers and use this information in the useful manner of the customers (Witell, et.al,
2011).
2.2 Provide evidence of secondary sources of data relevant to achieve marketing research
objectives for M & S.
Evidence of the secondary sources to achieve the marketing research objectives of the company.
The objectives of marketing research of the company is to attract the customers and gain the
attention of the customers back. The company is aiming to grab the shoppers of the company to
increase the brand image of the company and to provide the increased profits to the company.
The secondary sources of data collection includes the external sources which are collected from
the internet and websites, journal articles and the books as well the magazines and the
newspapers. These sources of information are also collected from the internet sources which are

very useful. Marks and Spencer can use their own sources to make a secondary market
researches, they can use accounts and journals by which they can analyze current needs of the
organization (Burgoine, 2010).
2.3 Assess the validity and reliability of market research findings in relation to M & S
The market research must include the secondary source of information as it provides the true
data about the company. The validity of the research is measured on the data has been collected
in the true and the correct from and are not miss represented. The reliability of research say that
the data collected is reliable and sufficient for the research project. Marks and Spencer is
working in the retail sector so it is essential for them to analyze the needs of the customers. The
validity and the reliability of the company data can be shown in the company’s secondary data.
The primary data is the raw and unused which is based on the customer’s surveys and the
interviews but the secondary data is the compilation of the qualified and specialists persons
(Otieno-Odawa, et.al, 2014).
1. Secondary data is sufficient and the suitable data which includes the correct data f the
company.
2. It has the detailed data or the information of the company.
3. It is cheaper and reliable for the company.
4. The time is more reliable and the time is covered less in the collecting the secondary
information.
5. It is the specialized data provided by the company and the inside people of the company
(Otieno-Odawa, et.al, 2014).
The research done on the basis of the M&S is done considering the market and the products of
the company and the questionnaire provided is collected the information of the markets of the
company and the customer satisfaction of the company M&S.

2.4 Prepare a marketing research plan to obtain information in a given situation (the extent
of customer satisfaction at M & S).
Marketing research plan
Situation- the extent of customer satisfaction in the Marks and Spencer
Steps of the Marketing research plan
Step 1- To conduct the marketing research plan the targeted audience and to identify their
opinion on the marketing plan.
Step 2- In the second step the company needs to identify the objectives of the company.
Step 3- the value of the information is evaluated and identified in this step. This step of the
organization provides the value of the information of the company and is analyzed as well.
Step 4- designing the research. After all the steps are performed the designing of the research
needs to take place. The research is to be designed in the proper way (Vessenes, 2013).
Step 5- the technique of the company to collect the information from the different sources of the
company. The methods that the Marks and Spencer can include in the company can be
1. Mail surveys
2. Questionnaires
3. Focus groups and interviews (Vessenes, 2013)
4.2 Design and complete a customer satisfaction survey
Customer Satisfaction Survey- The customer satisfaction survey refers to the
Questionnaire
1. Would you recommend the company and its products to your friends?
a. Yes

b. No
c. Neutral
2. Did you find the products of the company measuring the quality?
a. Yes
b. No
c. Neutral
3. Do our products meet your needs?
a. Yes
b. No
c. Neutral
4. Do our company has been responsive on your questions or queries?
a. Yes
b. No
c. Neutral
5. Would you like to purchase the products of our company in future?
a. Yes
b. No
c. Neutral
Responses of the survey

(R onald T
Coleman 2016)
4.1 Evaluate techniques of assessing customer response
Techniques of assessing customer response
s.no Questions Person
1
Person
2
Perso
n 3
Person
4
Perso
n 5
Person
6
1. Would you
recommend
the
company
and its
products to
your
friends?
B A B C B B
2. Did you
find the
products of
the
company
measuring
the quality?
A A B C A B
3. Do our
products
meet your
needs?
C A C B C A
4. Do our
company
has been
responsive
on your
questions or
queries?
A A B C A A
5. Would you
like to
purchase
the
products of
our
company in
future?
A A A B B A

Techniques of customer responses are the methods which help the company to assesses and
examine the customer responses. The company uses the different following methods to assess the
customer responses which are-
Home customer survey- The Company uses the home customer survey to access the information
of the company. The customers are used to gain the information for the company so as to
perform better and provide them the better services which they are expecting and in which the
company is lacking behind (Jyh-Fu Jeng, et.al, 2012).
Questionnaire- Questionnaire is the method to provide the company with the basic and correct
information about the company’s performance with the help of the customer’s opinion on the
asked questions. The company asks them the related questions of the customer satisfaction and
the company assess the customer satisfaction on the basis of the answers generated.
Customer suggestions- Customer suggestions id the very effective technique of the company to
assess the customer satisfaction or the customer response. The customers in this provide the
suggestions to the company related to the product quality or the service of the company. The
customer suggestions provide the company with the useful information which tells about the
customer’s satisfaction or dissatisfaction.
Customer’s expectation- Customer’s expectation is the expected services and the products by the
customers. The customer demands and the desires provide the information to the company about
the customer expectations and the customers desires of the product and service. The company
uses this information in grabbing the customers by providing them the desired and expected
performance of the company (Jyh-Fu Jeng, et.al, 2012).
4.3 Review the success of a completed survey
Success of the completed survey

The survey includes the questionnaire including the questions related to the customer satisfaction
and the customer opinion in regard the quality service and the products of the company. The
survey conducted has resulted in the low performance of the company and the customers are not
completely satisfied with the company products and the company also has provided the less
quality product in the past years which affected the company. The results of the above survey is
that the company needs to improve its strategies and the techniques for better performance of the
company. The company should use the different marketing techniques to assess the information
from the customers. The marketing researches are the searching’s and the findings of the
company’s market. At the last company have to analyze the results of the survey so this process
have to be done with the experienced managers an employees.
Limitations or the challenges of the survey was just the distinct people and the linguistic
problems with the people who are used to fill the survey of the company (Lambert, et.al, 2015).
Task 3
3.1 Carry out an assessment of market size trends within a selected market of your choice.
Market is the place where are all the working is conducted in an effective manner in relation to
commercial dealings. In the market there are various dealers who conduct the business with
efficiency as well as effectiveness. Marks and spencer’s target all the customers of all age groups
whether young, old as well as gender that is male and female. There are various key players in
the market such as H&M, Primark as well as other competitors that plays an important role by
creating a competition in it. In regards to the market size there is availability of extensive buyers
who buys the products of this company. It is estimated that market size for this business would
decrease due to the poor strategy as well as planning that may lead to the loos to the business.
There is tough competition in the market that also shows that company is required to be more
accurate in its planning as well as marketing strategy in an effective manner. H&M is one of the
largest company as well as biggest competition in the respect of profit for the business
(Yanxiang Gu, 2015). As the Marks and Spencer is working in the retail market so it is essential
for them to analyze the latest market trends to improve their business activities. Most of the
consumers wants their products at their home so it is essential for the company to provide a
channel to buy produ8cts online.

3.2 Describe a plan and carry out a competitor analysis for one of the following
organizations.
Competitor analysis
Industry-Mark and spencer’s works in relation to the clothing line as well as food and home
products. Its main area of business is clothing line that generate most of the revenue for the
company. It’s one of the biggest competition in the market is H&M which is one of the famous
clothing brand of the world (Upson, et.al, 2012).
Competitors- H&M is the clothing retail multinational company whose headquarter is situated
in the Stockholm, Sweden. It is also known for its fast fashion brand in relation to the clothing
line for the kids, women and men. It is the second largest retailer of the clothing line after the
Inditex and comes before the Gap Inc. which is also one of the established brand of the retail
clothing. It also conduct its business in a proper manner via online websites that also helps in the
increase its sales in an effective manner. Many of the companies are w3ork8ing in the retail
clothing sector so it is essential for the company of improvise their business activities and
standards of the products to compete with the market rivalries.
Identification of the customers- In the United Kingdom there are many outlets of the clothing
line of the company. Most of the customers in the country are more focused on the choice of
clothes that they chose and wear. It is also important to discuss that there are many loyal
customers of the competitors in the market. Marks and Spencer’s is also attract large number of
customers.
Key success- It is important to note that competitor i.e. H&M has great advantage over the M&S
on the online presence as the H&M is one of the largest company that deal online which
increases there revenue and sales in the market. Apart from that the brand value of the company
is also high as compared to M&S (Upson, et.al, 2012). Even the distribution chain of the
company is well established that gives it edge over the other companies in the retail clothing
industry.
Analyzing the key success- It can be easily analyzed that the competitor of the M&S is H&M
which has more edge over the M&S. as the M&S lacks in certain criteria that provide edge over

the other company. It is also considered that company is making many aspects that become
nonnegotiable that ultimately affects the company in the great manner. Even the distribution
chain of the company is not that effective as of the H&M. it can easily be said that company
H&M has made may right strategies in relation to the market that helps in the growth as well as
making it an effective that helps in its success and making it second largest clothing retail
company of the world (Oo, et.al, 2010).
3.3 Using the selected organization in task 3.2, evaluate the opportunities and threats for
the product or service chosen in task 3.2.
Opportunities that the M&S has in relation to the competition with the H&M are described
below-
 Company has made many effective strategy in the current scenario as per the market
situation that is prevalent in the market that would help in the better working of the
company.
 Another aspects is the better distribution system that is planned by the company for the
future so that company can get edge over the other competitors.
 Also the prices are revised by the company that would increase the sales of the company
in an effective manner,
 Apart from that company has also planned various schemes in relation to its products so
that a better and effective marketing as well as sales be conducted by the company.
 Company has effective staff that are smart as well as hard working that brings the better
working for the company.
 All the staff are dedicated towards the work.
 Apart from that festive seasons would also play a key role in the success of the company
(Xingang, et.al, 2013).
Thetas associated with the company

 Company has to face more tough competition in the market.
 There is still problem with the basic shop keeping in relation to the supply distribution of
the company.
 Due to excessive work pressure many employees would left the company that would
increase the cost of the company which is again a not good sign for the company.
 Marketing strategies may not be suitable for the company.
 Customer’s preferences over the brands may also become a problem as fashion changes
rapidly (Xingang, et.al, 2013).

Conclusion
Marks and spencer’s is one of the famous brand name in the retail clothing industry bit in the
recent years it has faced downfall in its working that has affected the company with the huge
blow. Company is not able to properly cope up with the competition that also has made various
aspects of the company questionable. So it can be concluded that company is required to make
correct market strategy with the market intelligence so that company may be able to cope up with
the competition and may also able to prove itself in the market with the profits as well as
success.

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