Marketing Intelligence

MARKETING
INTELLIGENCE

TABLE OF CONTENTS
INTRODUCTION..............................................................................................................1
TASK 1............................................................................................................................. 1
1.1............................................................................................................................1
1.2............................................................................................................................2
1.3............................................................................................................................2
1.4............................................................................................................................3
M1&D1.....................................................................................................................3
2.1............................................................................................................................4
2.2, 2.3.....................................................................................................................5
M3............................................................................................................................6
TASK 2............................................................................................................................. 6
2.4............................................................................................................................6
M2&D2.....................................................................................................................7
3.1............................................................................................................................7
3.2............................................................................................................................7
3.3............................................................................................................................8
4.1............................................................................................................................8
4.2............................................................................................................................9
4.3............................................................................................................................9
CONCLUSION............................................................................................................... 10
REFERENCES...............................................................................................................11
APPENDIX I................................................................................................................... 13

INTRODUCTION
Marketing intelligence can be stated as the more specialized area of marketing in
which relevant information related to company's market has been collected in order to
make effectual decision. The present report focuses on Primark which is a famous retail
clothing store and offers reasonable and affordable clothes to clients (Chern, Lee and
Wei, 2014).
TASK 1
1.1
It is essential for individual to make purchase decision while buying the product
or services from market. Thus, here Primark GB company aims to launch a new shoes
product in market and target young consumer of UK. However, it assists manufacturer
in assessing the needs and preferences of clients. The different stages involved in the
buying process are as follows-
 Need recognition- Here, the employees of Primark need to analyze the needs of
consumers. Thus, through assessing the needs of clients related to fashion it
assists business to satisfy their requirements (Ayub and et. al., 2013).
 Information search- Potential clients of UK searches the required information
for the shoes product in this stage. Moreover, through searching the information
it provides knowledge about the available products in market.
 Evaluation of alternatives- In this stage, customers identifies varied options
available in market related to shoes. However, the purchaser is required to
evaluate the present alternatives and select one product which will satisfy their
needs and wants (Nazari and et. al., 2015).
 Purchase decision-making- Here, the decision is required to be made by the
buyer which is influenced by many factors and thus purchases the Primark shoes
that can be on the basis of price and comfort. The buyer is required to make
effectual decision of selecting the brand such as Primark which satisfies their
needs.
1

 Post purchase evaluation- After, buying the product the buyer evaluates the
goods on different characteristics with their original needs (Jensen and et. al.,
2015).
1.2
The significance of buyer behavior is termed as it is the study of actions of clients
while purchasing the products. However, it assists manufacturer to analyze the needs
and preferences of consumers. Thus, they can market related products to enhance
sales and profitability. There are two basic theories identified of buyer behavior in
regard to individual and market. These are as follows-
 Cultural and social theory- With the assistance of such theory it can be stated
that every individual has their own values, beliefs and idea that is basically
influenced by the social environment of clients. However, Primark need to assess
such values and beliefs that lead to certain buying behavior. For instance, it has
been identified that buyer needs to purchase the clothes as per their living
standard in society (Trainor, Krush and Agnihotri, 2013). Likewise, for upper
middle classes the more precious and branded clothes they purchase it
increases their living standard in society as well. Therefore, their decision to buy
branded and costly clothes is influenced through the socialization of individual.
 Generic theory- In such type of theory the buyer of product starts their research
by analyzing two factors i.e. product and pricing. However, it influences buyer
decision to purchase the product. For instance, if any client decided to purchase
new fashionable clothes. Then, it is essential for them to research about different
factors of product such as features, price and unique fashion that influences
individual purchase decision (Jones and Rowley, 2011).
1.3
The three different factors that affect the buyer behavior are as follows-
 Personal- It includes different personal factors such as age, gender, family
structure and lifestyle of people. It is different in particular individual. For
instance, it can be stated that the demand and need of young teens will be totally
different from older people (Venter and Van Rensburg, 2014). Therefore, the
2