Marketing Intelligence: A Case Study of Primark's Consumer Behavior and Market Research

MARKETING INTELLIGENCE - PRIMARK

CONTENTS
TASK 1 A REPORT.........................................................................................................................................3
EXECUTIVE SUMMARY.............................................................................................................................3
INTRODUCTION.......................................................................................................................................3
1.1 BUYING BEHAVIOUR AND PURCHASE DECISION PROCESS FOR PRIMARK COMPANY.......................3
1.2THEORIES OF BUYING BEHAVIOR AND IMPORTANCE OF UNDERSTANDING BUYING BEHAVIOR FOR
PRIMARK..................................................................................................................................................6
1.3 FACTORS THAT AFFECT BUYING BEHAVIOUR....................................................................................7
1.4RELATIONSHIP BETWEEN BRAND LOYALTY, CORPORATE IMAGE AND REPEAT PURCHASING...........7
2.1DIFFERENT TYPES OF MARKET RESEARCH TECHNIQUES USED BY PRIMARK......................................8
2.2 SOURCES OF SECONDARY DATA FOR ACHIEVING MARKETING RESEARCH OBJECTIVES..................10
2.3ASSESSING THE VALIDITY AND RELIABILITY OF MARKET RESEARCH FINDINGS................................13
CONCLUSION AND RECOMMENDATIONS..............................................................................................13
TASK 2 MARKETING RESEARCH REPORT....................................................................................................14
2.4 RESEARCH REPORT..........................................................................................................................14
3.1MARKET SIZE AND TRENDS...............................................................................................................16
3.2COMPETITOR ANALYSIS FOR PRIMARK.............................................................................................16
3.3OPPORTUNITIES AND THREATS FOR PRIMARK’S PRODUCTS AND SERVICES....................................17
4.1TECHNIQUES FOR ACCESSING CUSTOMER RESPONSE ALONG WITH ITS ADVANTAGES AND
DISADVANTAGES...................................................................................................................................17
4.2 CUSTOMER SATISFACTION SURVEY.................................................................................................18
4.3 SUCCESS REVIEW OF SURVEY CONDUCTED.....................................................................................18
CONCLUSION AND RECOMMENDATIONS..............................................................................................18
REFERENCES..............................................................................................................................................19

TASK 1 A REPORT
EXECUTIVE SUMMARY
Marketing Intelligence is a specialized area of marketing and provides a practical understanding
of marketing research and the critical roles that it plays in various marketing mix strategies and
decision-making processes. As an assistant brand manager of Primark Company, several issues
have been identified with respect to consumer buying behaviour or purchase decisions. These
issues have been briefly explained along with the explanation of strategic marketing techniques
that can be applied by the PRIMARK Company in order to better attract more and more
customers for its products and services.
INTRODUCTION
A consumer is that person who is continuously engaged in various consumption processes
related to goods and services. Customers purchase behaviour depends on their physical and
mental level with regards to their changing trends towards products and services. In this
assignment, an understanding of the Marketing Techniques and Intelligence is briefly explained
with respect to PRIMARK Company which is a famous retail clothing store in the UK. This
company has more than 170 stores all over the UK, Ireland and Spain. This company sells
various types of fashionable clothes at low cost to the customers. In this assignment, various
types of branding techniques have been described that can be beneficial for the Primark
Company in increasing its sale, market value and brand value. Further, in the assignment, a
report is prepared in the form of a marketing proposal that briefs various marketing strategies
that can be applied by Primark Company. At last a conclusion will be derived based on the
effectiveness of the marketing strategies for the Primark Company.
1.1 BUYING BEHAVIOUR AND PURCHASE DECISION PROCESS FOR PRIMARK
COMPANY
In the consumer purchase decisions making process, there are five stages involved as discussed
below.

Need Recognition or Perception
It is the first stage of the consumer decision-making process. In this stage, the consumer tries to
identify the problem or his need for a particular product or service that could meet his needs or
demands (Akehurst, et al. 2012). It is a very important stage because if customers do not
identify their needs then how they will move ahead for considering their product purchases.
Information research
This is the second stage of the consumer decision making process in which the consumer is
likely to persuade in search for the information about the product that he/she is leaky to
purchase (Akehurst, et al. 2012). The customer tries to check out the value of the prospective
product or service from either internal or external source. In this approach, the customer uses
two search approaches one is internal and other is external to come to conclusion before
purchasing a product. In an internal approach, the customer tries to recall the past experiences
about the product, service or brand. On the other hand, a customer uses external search when
he has no prior knowledge about the product and is likely to gather information from friends,
family members etc.
Figure 1: External Research

Source:[https://courses.lumenlearning.com/boundless-marketing/chapter/the-consumer-
decision-process/]
Evaluation of Alternatives
This is the third stage of the consumer buying decision-making process also known as the
extended stage of the problem-solving process. In this approach, a customer tries to find out
the effectiveness and reliability of products that he/she is going to purchase. The customers
compare the price of the products, terms and conditions of the product and other features
associated with the product like brand value, etc (Akehurst, et al. 2012).
Purchase decisions
In this stage, the customer actually purchases the product having best brand value. It is believed
that the customers choose the right products that meet their needs despite the fact that there
can be some negative feedbacks from other customers related to the product being purchased
(Ali, et al. 2010).
Post Purchase behaviour
This is the final stage in which the customer assesses his own purchase decisions whether he is
satisfied with the product or not.In this stage the customer shares his experience about the
product with others about how good the product is, what are its benefits etc (Ali, et al. 2010).
Figure 2: Consumer Decision Making Process