Report on Purchase Decision making Process of Consumer - M&S

Marketing intelligence

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Stages of purchase decision making process....................................................................1
1.2 Theories of buyers behaviour in terms of individuals and market...................................3
1.3 Factors affecting behaviour of buyer................................................................................4
1.4 Relationship between brand loyalty, corporate image and repeat purchasing.................5
TASK 2............................................................................................................................................6
2.1 Different types of market research techniques.................................................................6
4.1 Evaluating techniques of assessing customer response....................................................8
2.4 Marker research plan to obtain information in given situation........................................9
4.2 Design and complete a customer satisfaction survey.....................................................10
4.3 Review of success of completed market survey.............................................................12
2.2 Secondary sources of data relevant to achieve the marketing research objectives........12
2.3 Validity and reliability of market research findings in relation to M&S.......................13
TASK 3..........................................................................................................................................13
Covered in PPT....................................................................................................................13
TASK 4..........................................................................................................................................13
Reflection of the above report..............................................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing is an essential tool or function which is performed by every business
enterprise in order to identify their potential customers and providing an influence on them so
that they will purchase their products and services. It is also used to influence the customer's
intention and its process of making decision to purchase product of a particular brand. Present
report is being develop to provide an understanding the purchase decision making process of
consumers in context of M&S which is British retail business enterprise, provides consumer
goods, grocery and other fashion retail products to customers. Company is using an extensive
marketing strategies through which they have influence their customers to change their
perception towards the purchase of products and services. In present report, there are various
stages of consumer's purchase decision making have been analysed along with the factors that
affects the buyer behaviour (Fan,, Lau and Zhao, 2015)Along with this, there are various important
market research techniques have been identified and implemented in order to collect information
about the buyer's expectation and preference towards the products and services along with the
validity and reliability of such findings. At last, group presentation is also made to determine
market size for a particular product within a selected market.
TASK 1
1.1 Stages of purchase decision making process.
Consumer decision making is research of customers as the way they consume or adapts
towards the product or service. Behaviour of consumer towards the purchase of products of any
company is based on effective research in which they will analyse the requirements of people
which will be able to meet their expectation. The spot light in behaviour of consumers in mainly
based on the pattern of consumer decision making towards that implies to what do the consumers
thin before buying a product or service. In present context, M&S also focus influencing the
behaviour of its target consumers which they will implement in order to convey their product or
service to the consumers (.Armstrong and et..al 2015) Below given is the consumer decision making
process that involves five steps which are mentioned above: Problem recognition: It is the initial stage in which the customer recognises his needs
which can be internal or external. It enables the person to identify his expectation towards
buying product. In this scenario, M&S also needs to identify the requirements of its
consumer in order to fulfil their needs along with the superiors. For example:a student
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buying a favourite hamburger would recognise the need (hunger) and go right to the
purchase decision, skipping information search and evaluation. However, the model is
very useful when it comes to understanding any purchase that requires some thought and
deliberation (Sharma, and Dey,, 2015). Information search: After analysing the requirement, second phase of information search
in which the consumers gathers information related to its requirements. For purchasing a
product consumer will analyse information through personal sources, commercial
sources, public sources, experimental sources, public sources and experimental sources.
In this, analysis of consumer will also enable M&S to provide about suitable products to
its consumer so that they will make decision to purchase their products. Evaluation of alternatives: Further, in this stage, consumer will identify the alternative
for its brand and then it will compare them with the products they have selected in order
make comparison that which product is better and satisfy its demands. For example: after
selection of product from M&S, customer can also make its comparison with other rival
brand for getting the best deal and saving the money. Therefore, it is essential for
organization to make evaluation of alternative products in market.
 Purchase decision: It is the important stage in which consumer finally make decision
which product to buy from which brand. For example: the Samsung Galaxy S4 had been
introduced in the market with four models (google Ed., Active, Mini, Zoom), so the
consumer decides to buy S4 google edition for its good camera, high processor and for
good battery life (.Kwasi, , Rajesh and Madhu, 2015.)
 Post purchase behaviour: It is the final stage in which the consumer will compare it
new product with the previous one and if the needs are met then it will be satisfied or if
not then dissatisfied.
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