Do you feel Topshop has a strong presence in the UK?

This assignment reviews the success of customer satisfaction surveys conducted by Topshop. The survey helps to analyze the overall view of customers and provides an opportunity for them to express their views about the company's products and services. It also highlights the importance of market intelligence in today's competitive business environment, enabling companies like Topshop to make informed decisions and stay ahead of the competition.

Marketing Intelligence

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1 – A Market Research Techniques Report..........................................................................1
1.1 Stages of purchase decision making process....................................................................1
1.2 Importance of understanding buyer behavior and theories..............................................3
1.3 Factors that affects the buyer behavior.............................................................................4
1.4 The relationship between brand loyalty, corporate image and repeat purchase...............5
2.1 Different market research techniques...............................................................................6
2.2 / 2.3 Identification and use of secondary data..................................................................8
TASK 2 - Marketing research plans................................................................................................9
2.4 Marketing research plan to obtain information................................................................9
3.1 Assessing the size and the trends for the fashion industry in UK..................................11
3.2 Competitor analysis of Topshop company.....................................................................12
3.3 Opportunities and threats for the new product launch....................................................14
4.1 Techniques for assessing customer response.................................................................15
4.2 Customer's satisfaction Survey.......................................................................................15
4.3 Reviewing the success of Customer satisfaction survey................................................17
CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................19

INTRODUCTION
Marketing intelligence is defined as an information applicable to an organization's
business, these information are collected and identified particularly for the purpose of clear and
correct decision making while deciding the opportunities in market (Murray and Carter, 2005).
This report is based upon case scenario of Topshop Company. This company is a retail
organization and possesses business in women fashion market. This report will help to
understand the purchase decision making process and market research techniques to develop
marketing plan.
TASK 1 – A Market Research Techniques Report
1.1 Stages of purchase decision making process
1
Illustration 1: Stages of buyer decision making
Source: Marketing & Buyer Behaviour - the Decision-Making Process, 2015.

The buyer's of Topshop will go through various stages, while making purchase decision.
These stages are as follows, Need recognition: The first step of purchase decision making process is need
recognition. If buyer do not need, then they would not purchase (Pühringer and Taylor,
2008). This situation occur when there is a delay between customers actual situation and
desires. For instance, a person who buys a bottle of water has identified the need as thirst.
Similarly, a person who buys fashionable cloths has identified the need of fashion trend. Information search: After need recognition the next stage affects the buyer decision
making process is information of the need. When the need is known the customer wants
the information about possible solutions of the need recognition. The buyer would search
information depending on the quality of choices and the level of involvement. This
information can be collected from internal and external sources. Internal sources of
information is the consumer's memory and comes from experiences. On the other hand,
external information on a product is collected through friends, family and review by
customers who have used that particular product. Evaluation of alternatives: Later when the relevant information is collected, the
customer would be able to evaluate the various alternatives that is offered to them.
Customers would evaluate the most suitable and effective offers for their need and
choose the best among them. For effective decision making buyers can evaluate their
alternatives with two aspects. The objective diagnostic like features and functions of the
product and subjective information perception and perceived value of the brand. Purchase decision: Once the customers evaluated the various offers and solutions for
their need. They will be capable to select the product that is most appropriate for their
need (Le Bon and Merunka, 2006). This process leads them for actual purchase itself.
This decision is completely depends on the informations and evaluation of alternatives.
 Post purchase behavior: Afterwards, when the product is purchased and utilized. The
customer will evaluate the satisfactory level with their original needs. This post purchase
behavior involves the behavior such as whether the choice of buying a product was right
or not. It is based on a sense of satisfaction for the product and on the contrary, due to
short of expectations consumer may feel disappointed.
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1.2 Importance of understanding buyer behavior and theories
Understanding the buyer's purchase behavior is important factor that helps a business to
be successful. Without having knowledge about buyer behavior, it could be difficult for gaining
more customers. Purchase decisions of customers are based on an emotional of rational reasons.
Theories for individual buyer behavior are as follows, Generic theory of buyer behavior: Generic model for decision making is considered for
many purchases. In this theory buyer will realize a need to make a purchase decision and
initiate for research on product details and pricing (Pühringer and Taylor, 2008). For
Instance, At the time of making a decision for buying cloths at Topshops, individuals
may depend on the current fashion, their comfort level and the price of the cloths at
Topshops and other stores as well. The customer would investigate about the various
fashion trends in the market, evaluate their prices, benefits and then make a decision for
purchase. In generic theory of buyer behavior, what customer feel about the product after
the purchase is also considered. If customer is satisfied with the product of Topshop, they
will be more likely to purchase from Topshop in future as well.
 Cultural theory of buying behavior: Further, Cultural theory of buying behavior is based
on the cultural influences of the individual. An individual's culture is set of values and
beliefs they learned from their community. These values and beliefs affects the buying
behavior of the consumers (Zineldin, 2004). As per this theory consumers are influenced
by their social class, occupation, income and education for making a buying decision.
Thereby, Being a assistant brand manager at Topshops, I would consider cultural
influences of the people and keep the cloths and accessories according to the culture.
More often, it has been noticed that leader of particular community or social group
influence the buyer behavior of people because of specialized knowledge and personality.
Hence, it has been concluded that understanding the buyer behavior is very important in
order to establish a successful business enterprise. Buyer behavior can be understand with the
help of various theories and methods. Here, Topshop can take the assistance of generic theory of
buyer behavior and cultural theory of buyer behavior.
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1.3 Factors that affects the buyer behavior
Illustration 2: Factors that affects buyer behavior
(Source: FACTORS IMPACTING CONSUMER BUYING BEHAVIOR, 2015)
There are various factors that affects the buyer behavior. Some of them are as follows, Cultural Factors: Cultural factors plays crucial role in affecting buyer behavior. Cultural
factors are based on the various factors related to culture and cultural environment of the
consumer. For instance, some customers can be influenced by their family members,
friends and peer members. While some consumers may be influenced by the environment
of society. For a brand like Topshops, it is very important to understand and consider the
cultural factors that affects the clothing retail. Social factors: Furthermore, Social factors also affects buyer behavior significantly.
Social factors can be divided into three categories. Such as, family, reference groups and
social roles and status. The reference groups are mostly related to a social origin, place,
work hobbies and age etc. that influence the buyer behavior (Hurley, 2015). After
reference groups family is most important factor of influencing buyer behavior. Family of
an individual form an environment of socialization that influence them to shape their
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personality. Moreover, Social roles and status are based on the position of an individual
within work, family and group of friends that mainly affects the buyer behavior.
 Personal Factors: Moreover, In Personal factors the buyers decisions are influenced by
age and way of life, revenue and purchasing power, lifestyle, and personality concepts
etc. these are the personal factors that affects the buyer behavior. Age and life cycle have
the potential to make impact on buyer behavior. It is obvious that customer change the
choice of product and services after a passage of time. Similarly, lifestyle of customer
depicts the way an individual lives in a society and surroundings. Thus, lifestyle of the
person make huge impact on the buyer behavior.
Hence, it has been concluded that cultural, social and personal factors highly affects the
buyer behavior. Thus, Topshop should analyze and consider all these factors before developing
the women clothing range.
1.4 The relationship between brand loyalty, corporate image and repeat purchase
Topshop is a fashion emporium that provides cutting edge style with affordable prices.
The brand reputation of Topshops is strong among the customers. Therefore, the firm always
wants to build up strong relationship with customers by providing them latest and exclusive
products (Glance, Hurst and et. al. 2005). Brand loyalty refers to the faithfulness of customers
for a particular brand. Topshops has created effective brand image between consumers as
compared to other brands. Thereby, the brand conscious customers would not switch towards
other brands easily. Furthermore, the corporate image of the firm in the minds of people,
involving public and corporations affects by organization's policies, practices and operations.
However, the relationship between brand loyalty, corporate image and repeat purchasing highly
depends on their positive impact on people. Since, The Firm has many repeated celebrity
customers and boutique houses that defines the brand loyalty of these people with corporate
image which influence the repeat purchase of these buyers. Still, Topshop makes attempt to
make a certain image of the brand in the various markets where it wants to sustain and develop
so that customers can also attracts towards them. Repeat purchase will present in Topshop only
when customer will buy the product first time from the cited organization and satisfied with the
quality and prefer to purchase again from Topshop's. Thus, the three concepts brand loyalty,
corporate image and repeat purchase are interrelated with each another. Topshop implements
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several effective marketing techniques to build a favorable corporate image in customers minds
which will help in repeat purchase and create a brand loyalty.
Hence, it has been concluded that there is a strong interrelation between brand loyalty,
corporate image and repeat purchase of customers. If Topshop improves its corporate image than
it will make impact on customers and cited firm will attain the brand loyalty from its customers.
Further, it will also help in repeat customers which will increase the sales and profitability of the
organization.
2.1 Different market research techniques
Market research is based on the activity of collecting information about customers needs
and preferences. Market research is important for a business to be successful (Jones, Clarke-Hill,
6
Illustration 3: Marketing research techniques
(Source: Marketing research ch 5, 2015)

Comfort and Hillier, 2008). Market research provides the information about various market
factors such as market size, sales revenue, market segmentation, demand and supply scenario etc.
moreover, it helps in identifying the potential customers, their needs and behavior patterns. The
Market research techniques that Topshops can utilize is as follows, Quantitative Research Techniques: This technique is based on a research method that
mainly based on the strong facts and statistical data instead of feeling and opinions of the
customers. As per this research technique Topshop can use exit surveys, on-site field
work, shopping bag survey and questionnaires for market research (Lee, 2008).
Quantitative market research techniques can be helpful in forecasting the market
demands and supplies. This technique basically uses a structured questionnaire with close
questions and customers select the answers from the options provided by the
organization. These questions measure the importance or satisfaction from the products
and services, customers preferences etc. Qualitative Research Techniques: Furthermore, Qualitative market research technique
include research method that is based on the opinions and the feeling of the customers
regarding the products. In qualitative research technique Topshops can use personal
interviews of individuals, surveys and can focus in a specific market segment. This is the
most effective research technique to create brand loyalty and retaining the consumers.
Qualitative research uses a semi structured discussion to make sure that all the important
topics of the organization has been covered and the discussion is relevant. Through this
technique Topshop can explore the customers reaction for the products, design features,
printed material etc. from the consumers and helps in generating new concepts with more
efficiency and effectiveness.
 Secondary Market Research: Moreover, This technique does not collect information
from its own sources but depends on already available information from various sources
(Priporas, Gatsoris and Zacharis, 2005). Secondary market research techniques includes
the information from news papers, magazines, internet and government data etc. The only
advantage of this research technique that it is cost and time effective. Secondary market
research technique provides information based on facts and overview of market.
However, the only drawback of secondary market research technique is the firm cannot
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collect the enough information required for their objectives. In this case Topshop will
have to conduct their own research.
Hence, it has been concluded that through using these market research techniques
Topshop can conduct successful marketing campaigns and promotional activities which will
helps the cited organization to get ahead from the competitors.
2.2 / 2.3 Identification and use of secondary data
Secondary data is an information that is already collected by someone else and available
for use from other sources. This kind of data costs very low and instantly procurable. For
instance, Secondary data for Topshops can be the data that is collected on customers for
feedback and suggestions. The marketing research objectives of Topshops are as follows, To attract more customers: The main market research objective of Topshops is to attract
more customers. Thereby, the firm collects the information from various sources and
implement the promotion strategies accordingly (Wilson, 2011). However, to attract more
customers Topshops can use secondary data sources such as, news papers, magazines and
internet etc. the firm can also use many promotional activities on these secondary data
sources to achieve these objectives.
 To create effective brand loyalty: Topshop is well reputed fashion retail firm. Thus, the
brand image and brand loyalty is essential to retain the customers. However, the firm
adopts various market research strategies to create effective brand image of Topshops.
Brand loyalty would encourage the repeated purchase and helps in attracting more new
customers (Gladson Nwokah and Ahiauzu, 2009). Moreover, Topshops can use various
secondary data sources such as customer feedback, suggestions, previous customer list to
create brand loyalty among customers.
The limitations in market research is based on two main factors. These are as follows, Time: Market research is primarily based on the limitations of time. Time is an important
factor that affects the market research activity of any organization.
 Finance: Further, insufficient finance highly affects the market research activity. If the
firm do not have sufficient finance than collecting information from various sources
could be difficult (Kinra, 2006).
Secondary aspect of data collection can be quite difficult for research worker. However,
validity of data is based on the research that is actually calculating. Thereby, it is effective way
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to know the research that was undertaken and the importance of that particular data. Secondary
data can be large scale survey or data collection as concern of personal research. The draw back
of secondary data is revolved around expected harm to individual subjects and problems of
return from consent. Secondary data is different in terms of information identified.
Moreover, the reliability of data is primarily concerned with generating regular results. For
instance, if Topshops is having two research workers questions from the same people from a
database and responses and replies are similar to each other than data reliability can measured.
Hence, it has been concluded that identification and effective use of secondary data is
essential in order to achieve the goals and objectives of the cited firm. Here, marketing
objectives of Topshop are to attract more customers and to create effective brand loyalty.
However, to achieve these marketing objectives Topshop has some limitations as well. These
limitations are time and sufficient finance to operate and collect information through secondary
data.
TASK 2 - Marketing research plans
2.4 Marketing research plan to obtain information
This proposal is based on the title of analyzing the impact of different promotional means
on the sales of the company “On a case study of Topshops”.
Background
Selection of effective promotional means is important for any organization to be
successful. Effective promotional means not only helps in attracting new customers but it also
helps in creating brand image among the people (Malhotra, 2008). Sales promotion is important
element of any company's marketing communication strategies. It is implemented by various
promotional means such as advertising, public relations and personal selling.
Rational
The main issue for the firm is to select the effective promotional mean. Through the
selection of effective promotional mean the firm can efficiently communicate with the target
customer segment. For instance, newspaper advertisement and television advertisement can
attract more number of customers (Shoham, Rose and Kropp, 2005). Thereby, it is very
important to select the effective promotional means.
Objective of research
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“The main aim of the research is to analyzing the impact of different promotional means
on the sales of the company.”
On the basis of given aim, following objectives are framed.
 To identify different type of promotional means used within retail industry.
 To analyze the impact that different promotional means has on a sales of Topshops. To recommend the other ways for improving the sales of Topshops.
Methodology section covering among others, qualitative and quantitative techniques
Following are the methods to collect the data for research. Qualitative Techniques: Qualitative research technique is type of scientific research that
consist of questionnaires. For the present study the data will be collected by interviews,
group discussions and questionnaires etc. Qualitative data provides more effective and
relevant data and provides in-depth information (Jones, Clarke-Hill, Comfort and Hillier,
2008). Quantitative Techniques: The quantitative research technique provide the numerical data
and they are analyzed by statistical methods. For the purpose of present study the sources
of Quantitative data are surveys, observations and secondary data such as firm's accounts,
books and journals will be beneficial.
Data analysis section
From the research conducted it is identified that social media attracts larger customers. In
the research report questionnaires it is identified that people are more attracted by the social
media sites such as Facebook and tweeter. In questionnaire some people answered that
newspaper and television advertisement also attract the huge number of customers (Gladson
Nwokah and Ahiauzu, 2009).
Time-frame within which you want the research conducted
Activity 1st
Month
2nd
Month
3rd
Month
4th
Month
5th
Month
6th
Month
Project Planning
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Introduction of the research
report
Research objective
Assessment of the research
Preparation of Research
Techniques
Collection of Information/Data
Analysis of Information/Data
Conclusions and
recommendation
Report critical review
Submission of report
A budget section for this research
£300
3.1 Assessing the size and the trends for the fashion industry in UK
Retail fashion occupies a large share in UK economy and for consumers in UK shopping
is an important part of life. Fashion industry is one of the key element of UK people's spending.
UK is one of the leading destination of fashion retailing and possesses highly competitive
business environment (Cruz and Fill, 2008). The current revenue of UK fashion industry is
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£39bn and annual growth in 2015-16 is 1.3%. The market trend of UK is primarily captured by
women clothing. Because women in UK tends to spend huge amount of their income on clothing
than men. Women in UK also follows the fashion trends as compared to men. Clothing in
women segment includes cloths such as shirts, skirts, dresses, jeans, shorts, jumpers, jackets and
coats etc. during the difficult economic conditions also women in UK were continues shopper of
clothing. UK's fashion industry is well known and well established because of its key players
like, Burberry, Mulberry, Super group, Marks & Spencer's, Next and Topshop etc. These fashion
industries in UK have developed a unique spirit and energy to light the imagination of the
world's cutting edge innovators to the cultivated accomplishment. The originality and fashion
trends professionalism found in UK is equal to one of the most influential fashion hubs of the
world. The prime strength of UK fashion industry is the strong link between designers and
retailers. The trends for the fashion in UK is essential for the people. Thus, fashion industry
develop the women clothing after considering these facts.
Hence, it has been concluded that consideration of the latest fashion trends and culture is
very important for UK fashion industries. Thus, Topshop must analyze the fashion market of UK
and shopping trends followed by the people. Through the analysis of these important factors
Topshops can get the sustainable competitive advantage to survive in fashion industry.
Moreover, cited firm's tie up with international designers will help in delivering the women
clothing according to latest, international and local fashion trends.
3.2 Competitor analysis of Topshop company
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In Fashion world of UK Topshop company is found an effective place. The firm is a
retailer of trendy and moderate cost effective fashion apparels operating many stores in UK.
Thereby, the firm has many competitors in UK. The top three competitors of Topshops are Next
PLC, H & M (Hennes and Mauritz AB), Industria DE Dieseno textil SA etc. because they target
the same customer segment base in term of age and style and these competitors also has the same
goals and objectives (Murray and Carter, 2005). However, These firms posses different
promotional strategies to attract target markets. These firms use social media marketing to attract
the customers. Whereas, Topshop company is most popular among them in social media
Promotional activities. The social media team of Topshop controls all the networks on Twitter,
Instagram, Facebook and other blogs. Moreover, Marks & Spencer's, Burberry, Asos, Mulberry,
Super group and French connection are also a strong competitor of Topshop. However, the cited
firm also has a website on which it attracts many anxious customers every day. Topshop is well
known for its ability to be unique with current trends. Thus, cited firm have series of style
advisers and designers who help to get the competitive advantage.
It is concluded that competitor analysis will help Topshop to assess the information about
the current market scenario of fashion industry and also it will help the cited firm to develop the
marketing strategies and marketing plan after considering the competition. Through the
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Illustration 4: Competitor Analysis.
Source: Competitive Analysis,2012.

competitor analysis of Topshop, it can analyze the business environment and identify its
strengths and weaknesses in the fashion industry. The competitor analysis will be beneficial for
cited firm to improve the services and strategies for attracting large number of customers.
3.3 Opportunities and threats for the new product launch
As per the figures of British fashion council, the UK fashion industry is approximately
worth £25 Billion to the country's economy. However, Footwear retailers in UK were facing
challenging situations from few years due to competition from external vendors like clothing
retailers and departmental stores. But now it is again coming in stability in UK market (Diller,
2007). The opportunities and threats for Topshops new shoe product are as follows,
Opportunities: Topshops can target young customers as they spend on fashion more. Moreover,
the firm can associate with celebrities to create brand image. Topshop also has the opportunity to
expand the business in international markets and also it can research about latest fashion trend
around the world and increase the business accordingly.
Threats: Threats for Topshops are the competitors. Competition from top designers and fashion
icon is the biggest threat for Topshops. Currently, Topshop is facing strong competition from
Burberry, Marks & Spencer's, Super group, French connection and Mulberry etc. Moreover, the
increasing cost of raw materials and fluctuating economy is the biggest threat for Topshop that
makes impact on performance of cited organization.
It has been concluded that by identifying the opportunities and threats for the launch of
new product Topshop can develop better marketing plan and strategies. Currently, Topshop have
threat of national and international competitors. Thereby, it has to analyze the weaknesses of
these competitors and strengthen itself into competitors weakness to get the competitive
advantage and to be successful business enterprise. However, Topshop have the opportunity to
expand the business among the young crowd by introducing latest and designer cloths. Topshop's
association with celebrities and sports person also creates the huge opportunity for the
organization to create an effective brand image which is beneficial for increasing sales and
revenue of the organization.
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4.1 Techniques for assessing customer response
There are various methods are there to assess the customer response, Two techniques for
assessing the customer response are as follows, Customer's Suggestions: Most of the time customer's make useful suggestions which can
be helpful in improving efficiency in business. Topshop company can take feedback and
suggestions from the customer's to make the improvements (Priporas, Gatsoris and
Zacharis, 2005). These feedbacks and suggestions provide opportunity to the customers
to give their opinion about the services and products. This can be make effective by using
questionnaire of feedback forms. Customers feedback and suggestions provides the
opportunity to the firm to make the improvements in services or product quality.
 Customer service Questionnaire: Further, One more technique to assess customer's
response is customer service questionnaire. These questionnaires are the brief survey that
customer take when they approach to customer relationship executive with their complain
about the product or services (Frost, 2015). These survey ask them about their shopping
experience and problems about the product and services. In the questionnaire customers
gets relevant question related to the shopping experience, product quality and their
preference. These questionnaires help the organization to analyze its customers taste,
demand and needs.
Hence, it has been concluded that to assess the customer's response in order to make the
effective and efficient quality product and service experience, customers feedback and
suggestions plays important role. By assessing the customer's response for services and products
Topshop can improve the quality of products and services at the outlet. It will be helpful in
proving customer satisfaction and increase the sales and profitability of the organization.
4.2 Customer's satisfaction Survey
Customer survey questionnaire is as follows,
Customer satisfaction survey for Topshop's
NAME:
CONTACT NO.:
1. How often do you shop apparels for yourself?
 Once in a month
 2-3 times in a month
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 More than 4 times in month
2. How important are the following features of shopping experience for you?
Very Important Important Neutral
 Price: ( ) ( ) ( )
 Brand ( ) ( ) ( )
 Product Quality ( ) ( ) ( )
 Store Atmosphere ( ) ( ) ( )
3. Is this your first shopping experience at Topshop's?
 Yes
 No
4. How was your purchase experience?
 Poor
 Good
 Excellent
5. How would you rate overall service experience at Topshop's?
 Completely satisfied
 Satisfied
 Dissatisfied
6. On an average how much do you spend on cloths per month?
_______________________________________________________________________
7. Would you recommend our brand to your friends, family and neighbors?
 YES
 NO
8. Do you feel Topshop's has strong presence in UK?
 YES
 NO
9. Are you happy with the product quality of Topshop's?
 YES
 NO
10. What Products do you want Topshop's to Produce in future?
 Kids Clothing
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 Sports Wear
 Sports Accessories
11. Overall how you were satisfied with the brand and services?
__________________________________________________________________
12. Do you have any suggestions/Feedback regarding product quality and service?
4.3 Reviewing the success of Customer satisfaction survey
The Success of customer satisfaction survey is reviewed because this survey involves all
the questions that help to analyze the overall view of customers. This questionnaire includes
some open ended questions as well (Pühringer and Taylor, 2008). Through this Topshops can
directly get the answers for their questions and suggestions for improvement. With the help of
this customer satisfaction survey Topshop is better in responding customer's complains which
resulted in customer loyalty and helped in protecting revenue and profitability of the
organization.
Further, Customer satisfaction survey provide an opportunity to customers to express
their views about the product quality and services. Moreover, by sharing results of this customer
satisfaction survey with employees has created better understanding and effective work
environment in the organization. Customer satisfaction surveys make a positive impact on
customers which help them to retain and encourage for repeated purchase form the cited
organization. However, if survey shows low level of satisfaction in many questions than cited
firm have the risk of losing customers to competitors.
Hence, it has been concluded that customer satisfaction survey is essential in
organization. It helps in identifying the level of services and products it is providing to the
consumers. Customer satisfaction survey helps in determining the success of the business.
Number of positive responses in customer satisfaction survey helps in achieving the short term
and long term objectives of the organization. On other hand, negative responses reflects the
development areas of the organization. Through customer satisfaction survey Topshop can get
the suggestions from the customers. Consideration of these suggestions will help the
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organization in developing the effective marketing strategies for increasing sales and revenue in
fashion industry.
CONCLUSION
Collecting information for business growth is essential to grow. Marketing intelligence
provides the knowledge of competitors and provide the projection of the growth opportunities. It
helps in identifying the gaps in the business promotion activities. Marketing intelligence
provides information that is useful tool for planning and operating the business decisions.
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