Assessing Consumer Satisfaction for Primark's Shoe Product in UK Market

The assignment aims to analyze the importance of marketing intelligence in understanding consumer satisfaction. The survey questionnaire is designed to assess the level of customer satisfaction of Primark, focusing on factors such as preferred heel type, shoe size, and monthly spending habits. The results suggest that customers prioritize comfort and branded shoes when making purchasing decisions.

Assignment title Primania – Marketing Intelligence
Instructions
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I certify that the work submitted for this assignment is my own and research sources are
fully acknowledged.
Student signature: Date: 12/02/2016
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Pearson BTEC Level 4 HND Diploma Business Unit 17 Marketing Intelligence Autumn 2015

Introduction and guidance
Marketing Intelligence is a more specialised area of marketing. It provides a practical
insight into Marketing Research and looks at the critical roles it plays in marketing
mix, decision making and business strategy formulation.
This unit is challenging but also interesting with many practical elements, enabling
you to enhance and embellish your sales skills, communication and analytical skills.
The unit contains practical along with theoretical learning outcomes and thus the
unit is delivered using a variety of methods and styles to engage both your reflective
learning styles alongside the more pragmatist approach to learning.
The tutorial sessions, facilitated by a tutor, are used to support and enhance student
understanding and include a variety of classroom-based exercises that consolidate
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Pearson BTEC Level 4 HND Diploma Business Unit 17 Marketing Intelligence Autumn 2015
PLEASE REMEMBER
CHECK THAT YOUR ANSWERS MEET THE CRITERIA
COMPLETE THE ASSIGNMENT CRITERIA AS YOU GO ALONG
DO NOT LEAVE THINGS TO THE LAST MINUTE

Case Study
THE PRIMANIA
"Primark is a very famous retail clothing store chain, providing clothes to customer at
reasonable and affordable prices". Primark sells fashionable clothes at the low cost
end of the market. All of the company's merchandise is made specifically for the
company and as such Primark has its own brand names.
Primark is actually an Irish retailer of clothing with the numbers of stores in United
Kingdom, Ireland and Spain. Primark has more than 170 stores in which 125 stores
are located in all over United Kingdom, 35 stores in Ireland and round about 10 stores
in Spain. The first Primark store was established in year 1969 in capital city of Ireland
in Dublin by Arther Ryan with the collaboration with Micaela Mitchell. After achieving
the first success, they open more stores in different business centres with in local and
regional areas, which alternatively generate more profits.
Adored by fashion fans and value seekers alike Primark is widely established as the
destination store for keeping up with the latest looks without breaking the bank.
Marketing concepts: The basic proposition of Primark’s business is simple, solid and
timeless. Primark is known for selling clothes at the budget end of the market. The
company's success is based on sourcing supply cheaply, making clothes with simple
designs and fabrics, only making them in the most popular sizes, buying stock in huge
bulk and varieties and not advertising.
Buyer behaviour: Primark’s target customer is fashion-conscious and wants value
for money. Primark can offer value for money by: • sourcing products efficiently •
making clothes with simpler designs • using local fabrics and trims • focusing on the
most popular sizes • buying in volume • not spending heavily on advertising.
Primark’s business growth comes from meeting these customer needs whilst
continuing to expand stores and move into new markets.
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Branding:
Primark, Atmosphere, Cedarwood State, B&W, Denim Co., Love to Lounge, Young
Dimension, No Secret, Ocean Club, Secret Possessions are the keys of the design of
the logo for Primark's most prominent brand reflected the fashionability of the product
range. Primark offer a diverse range of products, stocking everything from new born
and kids clothing, to womenswear, menswear, home ware, accessories, footwear,
beauty products and confectionery.
Positioning:
Primark targets males, females and children within the mass market. The age of its
target customers are from early teens to the middle aged (mostly women buying for
the family). It positions itself in customer’s minds as the cheapest fashion clothing
brand in the UK and does not partake in advertising strategies to emphasise this.
However, the positioning strategy only works on differentiating Primark as the
cheapest clothing retailer, and does not gain a meaningful position in customers
minds as being fashion forward or of considerable quality – simply 'cheap'.
Market research: Market research means systematically gathering, recording and
analysing market data. Primary research involves going 'into the field' (e.g. house-to-
house or street surveys). Secondary research involves using existing sources of
information to research the market such as published reports or articles, or searching
the Internet.
There are two main approaches to 'primary' market research:
 Quantitative research: collecting information from a broad population sample
e.g. by conducting extensive surveys, used when Primark wants to gauge
appeal across a wide audience
 Qualitative research: working with small 'focus' groups. This involves far
more detailed investigations, e.g. gathering a small group of 'typical' consumers
to taste test products or to talk about their preferences and experiences of
using different products. Qualitative research, whilst not representative of the
views of the general population, provides greater insight into 'why' people think
what they think.
Primark research process has five stages:
1. Identify opportunity: Does it fit into an existing or new product category? Who
are the target consumers? What do they want? Method: Desk research.
2. Explore solution; What is the best solution? a new product? A product extension?
Fast fashion concept? A new design? Method: Qualitative research using focus
groups and in-depth interviews one-to-one.
3. Measure suitability/effectiveness: Evaluate the relative appeal of alternative
solutions in terms of meeting consumer requirements. Method: Quantitative
research through face-to-face, telephone/internet interviews
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Pearson BTEC Level 4 HND Diploma Business Unit 17 Marketing Intelligence Autumn 2015

4. Test Market: As it is very expensive for a company to launch a new product,
before going for a full market launch it often to launch it in their focus stores 'test'
market. This may be launching the product in just one region of Great Britain, with
just one of their flagship shops or conducting a 'Simulated Test Market'.
Method: Quantitative research from participants in a test sample of consumers who
physically live with the test product for a period of days. There are three stages: 1.
Concept research - to determine whether consumers like the 'concept' of the new
product. 2. Product attributes - to determine whether the actual 'product' offering
matches the 'concept'. 3.Volume assessment - to determine whether consumers will
actually buy the new product and what, if any, existing products it will replace.
5. Track market performance: This involves tracking the product's success once it
has been launched e.g. by recording sales figures, numbers of people familiar with
the product, etc. Method: Quantified continuous rolling study with consumers and/or
analysis of Electronic Point of Sale data (sales information gathered via retailers' tills).
Customer Relationship Management: Customer Relationship process is now
being implemented with key customers in other markets around the world. Primark
work with their customers to improve shopper marketing and supply chain
collaboration and to accelerate innovation in order to provide superior quality
products at a very competitive price. Additionally, they recently started a successful
customer relationship program in understanding shopper needs, drives and
preferences, and migrating from a transactional and commercial link to a
collaborative and multifunctional business relationship.
Source:
https://www.graftoncentre.co.uk/shopping/primark/#sthash.5xy3bYsZ.dpuf
http://money.aol.co.uk/2014/03/23/the-rise-and-rise-of-primark/
http://www.independent.ie/business/world/fashion-swing-is-felt-by-penneys-owners-26461599.html
Scenario
You have been appointed as an Assistant Brand Manager for Primark's "Love to
Lounge" range.
Please complete the following tasks in relation to the range.
Task One - A report
Task Two - Marketing Research Report
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Pearson BTEC Level 4 HND Diploma Business Unit 17 Marketing Intelligence Autumn 2015

Scenario
As competition in the market grows, you have been asked to generate a report on
market research techniques and the complexities of customer behaviour for the
senior management team at Primark's London headquarters.
Task One - Report on Market Research Techniques and Understanding
Customer Behaviour
LO1 Understand buyer behaviour and the purchase decision- making process
LO2 Be able to use marketing research techniques
Include the following in your report:
Using the case study for support, describe the main stages of the purchase decision-
making process for an individual consumer as part of the introduction to your report.
(1.1)
Guidelines
You are required to consider the following in formulating you answer:
 Need recognition or perception, information search, evaluation of alternatives,
purchase decision, post purchase evaluation stages for the individual
consumer.
To complete your introduction, explain the importance of understanding buyer
behavior and explain two theories of buyer behavior in terms of individuals and
markets. Apply them to Primark. (1.2)
Guidelines
You are required to consider the following in formulating you answer:
• A description or definition from reputable source of buyer behaviour
• Identification of two theories of buyer behaviour
• An explanation of these two theories of buyer behaviour
• Citations, which should be made using Harvard referencing style
In the body of your report, explain three factors that could affect buyer behaviour.
(1.3)
Guidelines
You are required to consider the following in formulating you answer
• Identification of three factors which could influence buyer behaviour
• Explanation of these 3 factors
• Examples to help explain these 3 factors can be providedLO
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Pearson BTEC Level 4 HND Diploma Business Unit 17 Marketing Intelligence Autumn 2015

Provide a section in your report, headed Market Research Techniques. In that
section, evaluate three different types of market research techniques that Primark
GB could use in its market.(2.1)
Guidelines
• A description (or a definition from a reputable source) of market research
• Identification of the role and importance of market research
• Evaluation of quantitative research technique(s)
• Evaluation of qualitative research technique(s)
Explain how secondary sources of data can be used to achieve the company’s
marketing research objectives and assess the validity and reliability of market
research findings. The case study may be used to reinforce your answer.(2.2 and
2.3)
Guidelines Define or describe secondary data Outline two marketing research objectives Identify sources of secondary data to support these two marketing research
objectives Use sources of secondary data in these two marketing research objectives An assessment of the limitations of market research findings An assessment of what could make market research findings valid
 An assessment of what could make market research findings reliable
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Pearson BTEC Level 4 HND Diploma Business Unit 17 Marketing Intelligence Autumn 2015

Scenario
Primark GB company wishes to launch a new shoe product aimed at young
consumers in the UK. The senior management team has decided to conduct both
qualitative and quantitative research in the London area to test the market.
Propose a marketing research plan to obtain information in the area. This research
plan, also known as a research brief, is to be sent to three potential marketing
research agencies who will respond with a detailed marketing research proposal.
Task 2 Prepare a Marketing Research Plan
LO2 - Be able to use marketing research techniques
LO3 - Be able to assess market size and future demand
LO4 - Be able to measure customer satisfaction
Prepare a marketing research plan using the following format and include the
following; (2.4)
Guidelines
• Background
• Rationale
• Objective of research
• Methodology section covering among others, qualitative and quantitative
techniques
• Data analysis section
• Timeframe within which you want the research conducted
• A budget section for this research.
Provide an assessment of the size and the trends for the fashion industry in the UK.
(3.1)
Guidelines A description of what a ‘market consists of.’ Identification and selection of the market you will use for this question Due to time constrains, you are advised to select a market which has a great
deal of information that is readily available to you. An estimation of this market’s size, volume and /or value. A description of a market trend. An assessment of this market’s trends
Plan and carry out a competitor analysis for the Primark GB company. Provide the
results of your analysis in your plan. (3.2)
Guidelines
• A description of competitor analysis and a description of strategic group
• An identification of the strategic group that Primark belongs to its likely
competitors
• Plan and carry out analysis of Primark’s competitors.
Provide an evaluation of Primark's opportunities and threats for a the new shoe
product aimed at young consumers in the UK (3.3)
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Pearson BTEC Level 4 HND Diploma Business Unit 17 Marketing Intelligence Autumn 2015

Guidelines
 Conduct a SWOT analysis on Primark
 A description of the UK’s fashion market
 An evaluation of the opportunities and threats in the UK fashion market for
this company
In your plan, evaluate two techniques of assessing customer response. (4.1)
Guidelines A description of the two (2) techniques An evaluation of these two (2) techniques in assessing customer response A description of the advantages, disadvantages and constrains of these two
(2) techniques.
Conduct customer research for Primark on this new shoe. Design and complete
a customer satisfaction survey. Your questionnaire should contain a minimum
of 12 appropriate questions. (4.2)
Guidelines
• Design the customer satisfaction survey
• Generate questions that can produce both quantitative and qualitative data
• Use different question formats (for example yes/no, open ended, multiple
choice, scales, etc)
• Survey monkey can be used to help design customer satisfaction survey
Evaluate the success of the completed customer satisfaction survey in question.(4.3)
Guidelines
 Review of the completed customer satisfaction survey.
 Measure and evaluate it success
 Success can be measured in terms of the number of respondents, if the
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Pearson BTEC Level 4 HND Diploma Business Unit 17 Marketing Intelligence Autumn 2015

questionnaire achieved its objectives etc.
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Pearson BTEC Level 4 HND Diploma Business Unit 17 Marketing Intelligence Autumn 2015

Merits and Distinctions
MERIT ONE
Relates to Q1.4
In your report include an assessment of how Primark has branded itself and
suggest future branding strategies that you think could lead to a good corporate
image and repeat purchase.
DISTINCTION ONE
Relates to M1
In your report provide a critical evaluation of your choice of branding strategies in
Q1.4 and M1.
 Include a description of your recommended branding strategies in Q1.4 and
M1 and the advantages and disadvantages of the various branding
strategies you have recommended for Primark
MERIT TWO
Relates to Q2.4
Generate and design the marketing research proposal in response to the
marketing research brief that was prepared in Q2.4 This would normally be
written by the marketing research agency
MERIT THREE
The report that you have provided in Task One should be coherent and logical for
the intended audience (SMT).
DISTINCTION TWO
Relates to M2
To achieve Distinction Two, you should show evidence in your proposal that you
are taking responsibility for the task of writing to a potential client. This will be in
the form of the marketing agency writing to a potential client.
You may combine the Q2.4, Merit Two and Distinction Two. Please indicate this
clearly.
Your answer should:
 Adopt a professional language in your proposal
 Include appropriate titles
 Include appropriate marketing research proposal headings
 Include a properly organised Gantt chart.
In your marketing research proposal you should not discuss data analysis
methods before proposing data collection techniques.
DISTINCTION THREE
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Pearson BTEC Level 4 HND Diploma Business Unit 17 Marketing Intelligence Autumn 2015

Relates to 3.1and 3.2
Write an internal newsletter about the UK fashion/fast fashion market exploring
the trends, potential and future developments with a special focus on Primark.
Merits and Distinctions
Identify and apply
strategies to find
appropriate
solutions
Effective judgements
have been made
In your report include an
assessment of how Primark has
branded itself and suggest future
branding strategies you think
could lead to a good corporate
image and repeat purchaseSelect/design and
apply appropriate
methods/technique
s
● a range of sources
of information has
been used
Generate and design the
marketing research proposal a in
response to the marketing
research brief that was prepared
in Q2.4 This would normally be
written by the marketing research
agency. Use a range of sources to
generate your letterPresent and
communicate
appropriate
findings
The appropriate
structure and
approach has been
used
The report that you have provided
in Task One should be coherent
and logical for the intended
audience (SMT).
Use critical
reflection to
evaluate own work
and justify valid
conclusions
Conclusions have
been arrived at
through synthesis of
ideas and have been
justified
In your report provide a critical
evaluation of your choice of
branding strategies in Q1.4 and
M1.
Include a description of your
recommended branding strategies
in Q1.4 and M1 and the
advantages and disadvantages of
the various branding strategies
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Pearson BTEC Level 4 HND Diploma Business Unit 17 Marketing Intelligence Autumn 2015

Take responsibility
for managing and
organising
activities
Substantial activities,
projects or
investigations have
been planned,
managed and
organised
Show evidence in your proposal
that you are taking responsibility
for the task of writing to a
potential client. This will be in the
form of the marketing agency
writing to a potential client. You
may combine the Q2.4, Merit Two
and Distinction Two. Please
indicate this clearly.
Your answer should:
 Adopt a professional language
in your proposal
 Include appropriate titles
 Include appropriate marketing
research proposal headings
 Include a properly organised
Gantt chart.
In your marketing research
proposal you should not discuss
data analysis methods before
Demonstrate
convergent/lateral/
creative thinking
convergent and lateral
thinking have been
applied
Write a internal newsletter about
the UK fashion/fast fashion market
exploring the trend, potential and
future developments with a special
focus on Primark
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Pearson BTEC Level 4 HND Diploma Business Unit 17 Marketing Intelligence Autumn 2015

Unit 17
Marketing Intelligence
Learning outcomes
On successfulcompletion
of this unita learner will:
Assessment criteria for pass
The learnercan:
LO1
Understand buyer
behaviour and the
purchase decision-
making process
1.1 describe the main stages of the purchase
decision-making process
1.2 explain theories of buyer behaviour in terms of
individuals and markets
1.3 explain the factors that affect buyer behaviour
1.4 evaluate the relationship between brand
loyalty, corporate image and repeat
purchasing
LO2
Be able to use
marketing research
techniques
2.1 evaluate different types of market research
techniques
2.2 use sources of secondary data to achieve
marketing research objectives
2.3 assess the validity and reliability of market
research findings
2.4 prepare a marketing research plan to obtain
information in a given situation
LO3
Be able to assess market
size and future demand
3.1 assess market size trends within a given
market
3.2 plan and carry out a competitor analysis for a
given organisation
3.3 evaluate an organisation’s opportunities and
threats for a given product or service
LO4
Be able to measure
customer satisfaction
4.1 evaluate techniques of assessing customer
response
4.2 design and complete a customer satisfaction
survey
4.3 review the success of a completed survey.
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Pearson BTEC Level 4 HND Diploma Business Unit 17 Marketing Intelligence Autumn 2015

Reading List
BPP Learning Media (2013) Marketing intelligence and Advertising and
Promotion in
Business, Business Essentials, BPP Learning Media Ltd, London
Kotler, p and Armstrong, G. (2012), “Principles of Marketing”. 14th edition,
London: Prentice Hall, p. 5
Websites
Marketing Week: Extracts from Marketing Week and news headlines.
MINTEL: Contents pages for Mintel Market Research Reports.
Product Development and Management Association: Full-text of 'Visions'
journal on product development process and product management.
Silicon Glen: An online guide to Scotland, with an emphasis on Scottish e-
business.
www.MarketingProfs.com
http://www.marketingpower.com/Pages/default.aspx
http://www.cim.co.uk/Home.aspx
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Pearson BTEC Level 4 HND Diploma Business Unit 17 Marketing Intelligence Autumn 2015

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).
Q 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.
 Post purchase evaluation- After, buying the product the buyer evaluates the
goods on different characteristics with their original needs (Jensen and et. al.,
2015).
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Q1.4
Brand can be defined as a sign, name, symbol, design, term and feature of a
product or services that is used to differentiate a product from other as well as it also
helps in making differentiation in between two or more companies (Delassus and
Descotes, 2012). Brand loyalty can be stated as the commitment or loyalty of
individual buyer towards the firm which influence them to make repeat purchases.
Thus, it assists in developing brand image of business in market. In addition to it,
corporate image can be defined as a mind set and perception of customers that
been held by public towards the company. In this context, image is developed based
on public relations, branding, news media, labour unions and other related
mechanism. Corporate image aids in gaining attention from customers from which
overall sales get increased. On the other hand, repeat purchase is an act of buying
products or services again and again as customer is satisfied with that particular
products or services.
Through evaluating the relationship among brand loyalty, corporate image
and repeat purchase, it can be assessed that it is the value of manufacture in market
that attracts clients to become loyal towards firm. For instance, there is a consumer
who is regularly purchasing clothing products from Primark and is satisfied from the
quality and price then he/she will be the loyal clients for company and carry repeat
purchasing for long term. Thus, it benefits the firm in enhancing sales and profitability
(Arslan and Altuna, 2010). It can be evaluated that when a consumer purchases the
particular product by considering the brand image of firm in market and thus it
develops corporate image of firm in the minds of customers by regularly using the
product and making repeat purchases.
Based on above discussion it is evident that corporate image, brand loyalty
and repeat purchase are interrelated with each other. It is evident that branding
leads to development of corporate image upon which buyer takes decision to
purchase products or services. If that purchase aids in meeting each and every
needs of customer then he will buy that particular product or service again and again
which leads to act of repeat purchase. This gradually develops brand loyalty.
Q 2.1
Market research can be stated as the way to collect and analyze the data
about the buyer, competitors and different market problems. With the help of such
type of activity the marketing department can gather required information related to
market and also assess the needs and wants of clients. There are different
techniques related to market research which helps in analyzing the current and
future trends in marketing. Market research techniques are as follows-
 Primary source- Through such type of source it helps in collecting the
information for the first time which has not been used earlier. Thus, such
method can be adopted by Primark in order to gather information regarding
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Pearson BTEC Level 4 HND Diploma Business Unit 17 Marketing Intelligence Autumn 2015

the market and then enhance the products as per the needs of consumers to
attain success (Delassus and Descotes, 2012). The main advantage of using
primary sources is that it provides first hand information while the
disadvantage is that it is costly and time consuming method. Thus, in order to
evaluate the future trends of business in marketing it is crucial for firm to
undertake primary source.
 Qualitative technique- In such type of market research technique the
information is being collected through interacting with different group of
respondents. It involves different tools such as in-depth and focus group
interview. However, in both the techniques particular number of consumers
are selected. Then certain information regarding the company's product i.e.
Primark affordable price clothes is being asked. Thus, on the basis of client
perception business improves its products and satisfies their needs
(Rosenbloom and Dimitrova, 2011). The advantage is that it undertakes face
to face contact with individuals while the disadvantage is that sometimes
misleading information can be gained. Thus, it can be assessed that
researcher needs to undertake all these techniques together so that best
results can be attained.
 Quantitative technique- In such type of technique, the data is being
gathered through performing surveys and meta-analysis study that helps in
understanding the customer perception. Further, by adopting different tools
such as online questionnaire and telephonic survey it helps in collecting the
information about the requirements of purchaser. Thus, Primark can use such
type of market research techniques which helps them to analyze the
perception of customers towards their product and also assists them to
enhance the goods and attain client satisfaction (Gök and Hacioglu, 2010).
The advantage is that information can be collected from large set of
population while the disadvantage is that consumer perception could be
different from each other that affects firm to make decision.
 Advantage and disadvantage of Qualitative research:
Qualitative research is useful during the early stages of a study when the
researcher may be unsure of exactly what will be studied or what to focus
on. In other word qualitative research and its outcomes result can lead the
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Pearson BTEC Level 4 HND Diploma Business Unit 17 Marketing Intelligence Autumn 2015

researchers to prepare the questionnaire for quantitative. Another advantage
from qualitative research is the researcher can obtain more detailed and rich
data.
 The data from qualitative research is subjective, indeed the researcher interpret the
research according to his or her point of view. Another disadvantage is that this
research method is very time and money consuming.
 Advantages and disadvantage of quantitative research
Main benefit behind conducting quantitative research is that one can measure
the result and analyse data statistically. Further, hypothesis testing is possible from it
that aids in attaining justifiable results. However, there are certain loopholes of this
research as well. This research doesn’t study things in natural context and also one
cannot measure the actual perception of individual towards any things. Further, this
set of research requires larger sample size. Larger the sample size more accurate
will be the statistical results.
Q 2.2, 2.3
Secondary data can be stated as the means in which the information is
already collected by some other researchers and even for some other reasons, but
they are useful for our reseach. Also, it is readily available and save lot of time and
cost of scholar. It includes tools such as books, journals and business magazines
etc. Using such technique it helps in saving time of individual which can be utilized at
other activities. In addition to this, it provides ease in statistics assortment. Through,
using secondary information scholars can compare its findings on the basis of
previous one. However, there are two different techniques of data collection such as
quantitative and qualitative (Hultman and Hills, 2011).
Sources of secondary data:
Internal sources: the data from other department and section inside the organization,
such as data from finance department and data that market reseach collected
before.
External sources: Data from other competitors, or market research companies or
data from government.
For instance, the Primark's marketing context being UK based they can undertake
primary data collection method which can be gathered through online surveys,
questionnaires etc. Thus, with the assistance of such technique it helps business to
keep a close watch on the market such as competitor’s products and pricing
strategy. It assists business to overcome such issues and expand its operations in
UK market. Further, Primark can also use secondary data from different sources
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Pearson BTEC Level 4 HND Diploma Business Unit 17 Marketing Intelligence Autumn 2015

such as industrial report, business magazines and newspapers to enhance the
operation of firm. It can be evaluated that the secondary data sources are useful in
order to collect information and also its validity and reliability of market research are
crucial so that it can determine the advantages that firm possess and achieve
objectives. Validity can be stated as the findings or conclusions needs to be accurate
so that it could match with the situation arise in the real world. While, reliability can
be stated as same results which are present when experimenting something.
However, it can be assessed that at the time of judging the reliability of the market
research findings, it is crucial for scholar to undertake observation and innovation
market research in regard to attain satisfaction.
2.3 Assess the validity and reliability of market research findings
Validity s about the degree of assurance that the result of the research is the same
that researcher wanted to collect. And the external validity is about to waht extend
we can generlise the result from sample to population. Reliabiliyt of data is about
consistance of data, for example if we ask the same questions from different group,
and the result will be the same it means the data is relible.
There are varied limitations which are faced by the scholar while collecting the data
from the market and that involves following-
 Finance- Here, the scholar is required to assess varied sources of data
collection. It requires lot of money and time (Guarda, 2012).
 Time- In this researcher is required to accomplish its research on specified
time period and it has been noticed that collection of quality data takes time.
 Unpredictable behaviour- Here, the main purpose of marketer is to analyze
the behaviour of its clients. But it can be identified that there is no guarantee
that the actions which is measured tend to be similar in the future. Therefore,
it is essential for researcher to modify the findings and attain results (Head,
2006).
Furthermore, it can be assessed that there are varied ways through which
validity and reliability of market information can be made, in which validity defines
scientific aspect of study, whether it is able to generalize population or not.
Moreover, reliability depends on the constant results determined by business. Thus,
for researcher it seems to be a very typical task. But in order to maintain both of
them the data collection source should be defined (Chern, Lee and Wei, 2014). It is
essential for researcher to maintain consistency at the time of carrying out study on
same population. Thus, at the time of drawing conclusion comparison need to be
made for both of them. It assists in providing reliable result.
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Pearson BTEC Level 4 HND Diploma Business Unit 17 Marketing Intelligence Autumn 2015

Q 2.4
Primark is required to develop a proper market research plan in order to
launch new shoe product targeting young clients in UK. It is as follows-
 Background- Primark is planning to launch new shoe product in market
aiming to target young customers in UK. Therefore, in order to gather
information, business is required to conduct research in selected market
about the needs and wants of people.
 Rationale- The aim of the research is to get the information about the UK
market that Primark is planning to launch shoe for young clients (Ayub and et.
al., 2013).
 Objectives of research- It is essential for business to analyze the taste and
preferences of young clients and providing them required products.
The objective of the research is to find out attitude customers towards a new
pair of shoes in Primark and their prediction of the price.
 Research methodologies- It involves two techniques such as quantitative
and qualitative. Qualitative technique includes direct interaction with clients
and in which data is collected with the use of in-depth and focus group
interview. On the other hand, quantitative technique will involve collection of
data through adopting questionnaire and telephonic surveys (Nazari and et.
al., 2015). For quantitative we prepared questionaire and ask 50 customer to
fill it.
 Data analysis- Here, thematic technique will be adopted in order to analyze
the data.
 Time frame- It requires 12 month time period which can be presented through
Gantt chart. It presents scheduling of activities.
ACtivities March
-April
May
-Jun
July-
Augus
t
Septembe
r -
November
October-
Decembe
r
January-
Februar
y
Writing
rational
and
backgroun
d of
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Pearson BTEC Level 4 HND Diploma Business Unit 17 Marketing Intelligence Autumn 2015

research
Writing
Objectives
of reseach
Collect
data
Analyse
data
 Budget- It depends upon the financial condition of Primark (Trainor, Krush
and Agnihotri, 2013). for this reseach we need at least £1000 to interview
customer and distribute questionnaires and analysis the data.
Q 3.1
Market Size is measured by the total volume and or value of all sales in the market.
Sales volume is measured in terms of the number of units of goods purchased,
whilst sales value measures the total amount spent by customers on the volume of
goods sold.
Estimating Market size is necessary stages to calculate the Market Share of a
business, and of its competitors. Through comparing changes in market size in the
specific period, trends in the market can be identified.
Market can be stated as the place where people gather to buy and sell the products.
It can also be defined that it provides environment to the producer so that
manufacturer can present their prod cuts in front of customers. The aim of this
research to identify and select the market for Primark's new shoe product. Thus,
business selects UK young clients to attract for its new product. The market size for
fashionable clothing in UK is around 40 million (Jones and Rowley, 2011). On the
other hand, market trend shows that changes that are taking place in business
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Pearson BTEC Level 4 HND Diploma Business Unit 17 Marketing Intelligence Autumn 2015

environment. However, there are varied trends that can be seen in the UK clothing
market. It shows that more than half of the UK consumer opts for affordable clothing.
The market trend of clothing is very high in UK and therefore, it has huge chance for
the company to enhance its sales and production. It can be evaluated that the UK
fashion market is a leading industry for varied key players and thus produce
appropriate clothing material so that large set of people can be attracted towards
business. Also, there is high number of employment within the fashion industry.
However, clothing and footwear spending swings around Pound 370 billion that
involves 5.3% of total household consumption.
Q 3.2
It is essential for businesses to adopt competitor analysis which helps in
evaluating the outside competition of firm. Thus, with the help of such technique it
assists organization to assess the strengths and weaknesses of its rivals. Further,
strategic group includes grouping of businesses within similar industry which
possess same models and tactics. Primark strategic group belongs its whole fashion
clothing industry. There are varied competitors of Primark such as Marks and
Spencer, Mulberry etc. selling similar product to clients (Venter and Van Ransburg,
2014). Thus, all these competitors give tough competition to Primark. Therefore,
business needs to produce a complete unique range of products at affordable prices
to attract young consumers. However, availability of competitors in the industry
requires firm to attract large set of customers by providing them unique and cost
effective products so that they are attracted towards it and enhance the sales and
profitability of firm in market. Also, there is wide range of competitors available who
is selling similar products therefore, Primark needs to improve its quality and
features so that sales can be improved in market.
Q 3.3
SWOT analysis is a matrix that aids in determining the strength and weakness
of the company. Further, it includes description upon opportunities and threats of
company so that appropriate strategies can be developed to change weakness into
strength and threats into opportunities.
Primark has varied opportunities and threats for the new shoe product aiming at
young consumers in the UK. Through launching such product business targets
young clients and provide them a wide range of shoe product in order to enhance
sales and profitability. It provides opportunity to Primark in the form of enhancing its
product range. In addition to it, cited company can extend its operational market in
order to enhance its sale. For this, company can enter into Middle East as it
possesses huge potential for growth. Also, potential threats firm own is that there are
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Pearson BTEC Level 4 HND Diploma Business Unit 17 Marketing Intelligence Autumn 2015

numerous rivals available in UK fashion industry selling similar products.
Additionally, there exist various cheap brands in the market that pose threat to
Primark. Beside this, there is continuous rise in price of raw material and due to this,
profitability of company is affected. UK is considered as one of the most fashionable
country because the people who live there are very fashionable. It can be analyzed
that total UK household consumption on clothing and footwear is Pound 59 billion
(Rosenbloom and Dimitrova, 2011). Thus, British clients spent about Pound 900 on
fashion which is very high. Therefore, Primark has the opportunity to target young
people and enhance sales. Business possesses innovative idea, unique features
and affordable pricing tactics helps them to conquer the UK market. It can be
evaluated that after assessing the market trend in UK regarding the footwear
fashion, Primark needs to launch unique quality shoes at cost effective prices so that
large set of population can be attracted. However, there are varied threats faced by
Primark such as already existing companies like M&S who possess high brand
image in market. Further, it can be assessed that Primark also faces threats from
different competitors producing similar products therefore, it is essential for firm to
produce unique quality products and that too at best prices so that threats can be
overcome and become opportunities for firm in UK fashion market.
Q 4.2
Customer satisfaction survey can be carried out for the purpose of deriving
satisfaction level of Primark's clients in terms of products and services. Through
developing proper questionnaire format, customer responses can be assessed
easily. Same has been enclosed in the Appendix I-
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Pearson BTEC Level 4 HND Diploma Business Unit 17 Marketing Intelligence Autumn 2015

APPENDIX I
Questionnaire
Name: ____________
Gender:
 Male
 Female
Address: ____________________
1. What type of shoes do you prefer to wear?
 Court
 Pump
 Flat
 Sling back
2. What type of heel you prefer in your regular wear shoes?
 Platform
 Wedge
 High
3. Do you possess narrow feet?
 Yes
 No
4. What is your shoe size?
 4
 5
 6
 7
 8
5. From where you buy your shoes pair?
 Retail outlet
 Online
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Pearson BTEC Level 4 HND Diploma Business Unit 17 Marketing Intelligence Autumn 2015

6. Do you like to prefer fashionable shoes?
 Yes
 No
7. How much you spend monthly on shoes?
 Below Pound 50
 Pound 50 and above
8. What is your preference when you buy shoes? 1 being most important and 5
being the least important
 Comfort
 Price
 Quality
 Brand name
 Design
9. Are you employed?
 Yes
 No
10. Which famous designer shoes you prefer to wear?
 GUCCI
 M&S
 Other
11. How much do you spend annually on footwear?
 Below 350 Pound
 Above 700 Pound
12. Please provide suggestions to help business in improving our products and
services?
___________________________________________________________________
___________________________________________________________________
____________________
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Pearson BTEC Level 4 HND Diploma Business Unit 17 Marketing Intelligence Autumn 2015

Q 4.3
Through, developing questionnaire relating to consumer satisfaction, it helps
in assessing the level of customer satisfaction of Primark. There are varied factors
which influences the success of survey. The number of respondents helps Primark to
evaluate the success of survey by responding to the questionnaire. Under this, clear
and open ended questions should be asked so that respondent should not get
confused (Guarda, 2012). Further, in order to maintain the reliability and validity of
collected information, it is essential for investigator to protect the personal
information of respondents. Thus, it results in success of survey. It can be evaluated
from the survey that customers prefer to buy most comfort and branded shoes. Also,
how much amount individual spend annually on their shoes.
CONCLUSION
It can be articulated from the above research that marketing intelligence is
required to be carried out by firm in order to assess the more specialized area of
market information. Also, a customer satisfaction survey has been prepared through
which Primark can analyze the responses of clients about its new shoe product in
UK market.
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