Marketing Intelligence of Sainsbury
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Added on 2019-12-18
Marketing Intelligence of Sainsbury
Added on 2019-12-18
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Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11.1 Purchase decision making process in reference to Sainsbury...............................................11.2 Theories of buying behaviour in Sainsbury...........................................................................31.4 Brand loyalty, corporate image, repeat purchase at Sainsbury..............................................5TASK 2............................................................................................................................................62.1 Various market research techniques could be applied at Sainsbury......................................62.2 Marketing research objective of Sainsbury...........................................................................72.3 Validity and reliability of market research finding at Sainsbury...........................................82.4 Market research plan for collecting information...................................................................9TASK 3..........................................................................................................................................103.1 Market size and trends.........................................................................................................103.2 Competitor analysis.............................................................................................................103.3 Opportunities and threat of the Sainsbury...........................................................................12TASK 4..........................................................................................................................................134.1 Techniques of assessing customer response........................................................................134.2 customer satisfaction survey................................................................................................134.3 Success of doing the survey.................................................................................................14CONCLUSION..............................................................................................................................16REFERENCES..............................................................................................................................17Books and journals....................................................................................................................17
INTRODUCTIONThe entire report will provide the learning about the marketing research and how it is been done.It will explain about the buyer behaviour and his decision making process making the purchase.This report will provide the practical understanding regarding market and its importance in themodern era. Also it will detail about the various sources through where the data is beingcollected. This will focus on the entire market analysis and how prevailing trends of the marketare determined. It will help to know the various methods about how the research could be doneand also about the reliability of the market.TASK 11.1 Purchase decision making process in reference to Sainsbury1
The customer buying process is a journey of the customer and the description of the processthrough which he goes while buying any product. Understanding the customer’s buyingprocess is not only important for the salespeople but also very important for making the salesstrategy.Various steps involve in the process are described below.1.Problem/ need recognition- The first and the foremost step is to identify the need of theproduct need could be related to the thirst or the hunger of the product or must beinfluenced by the advertising or word of mouth. For e.g. - Need to buy sugar for yourbasic need or green tea as per your desire and preference.2.Information search- Secondly the customer focuses upon searching the relevantinformation regarding the product which may be through print, visual, online or wordfrom mouth etc. For e.g.- If you want to buy a cosmetic cream you will see the visualsand advertisements which is the most popular and trending or might compare the qualitywith all the other shown in the advertisements.3.Evaluation of alternatives – Thirdly, the consumer will make a insight about the variousalternatives and options he could get like the brand, companies etc, depends totally uponhis attitude. For e.g.- You will compare the contents and price of all the cosmetic creamavailable in the market and choose the best option for you.2Need recognisationInformation searchEvaluate alternativesPurchase decisionPost purchase behaviour
4.Purchase decision- This is the second last stage of the process where the customerfinally makes his decision about the product which depends on positive or negativefeedback from other customers. For e.g. - After comparing and choosing the best fromthe alternatives you will confirm it from your references or take feedback for theparticular product.5.Post purchase behaviour- This is the last stage where the customers takes the sole andwhole decision regarding the product where he decides by c comparing his expectationsand satisfaction level with the past product and then make the decision. For e.g. -Nowyou have already purchased the product and compare it with your past purchasedcosmetic cream.1.2 Theories of buying behaviour in SainsburyOn the basis of individual and marketRational actor theory – This theory explains that the consumer make decisions onrational bases that is depending upon their self interest in the situation. It can bepredicted through what course of action would benefit the most to the consumer andaccordingly the consumer makes the decision of buying. (Braun 2016)New institutional economics- under this the rationality of buying behaviour isunknown and is uncertain. For instance if the customer buys the ticket of the footballmatch the he has no idea about whether it will benefit him or not as there are chancesof uncertainty as it can also rain or may not. Theories of perception- We all see differently if talk in respect of the individualperspective if we talk about buying a shoe then some of the customers prefer trendingshoes and it doesn’t matter to him that for how long does it sustain on the other handthere are customers who don’t bother about the trend but look for long lasting andsuperior quality of shoes that is called theories of perception.Theories of exposure – Social scientists have examined that this theory is based onthe exposures which the customer o get to her before coming to buy the productwhich could be through radio, visuals, advertisements, prints , hoardings etc. andaccordingly make their decision. (Tradand 2015).3
1.3 factors affecting buyer’s behaviour Psychological factors strategies - the buying behaviour of consumer is influenced byvarious psychological factors which includes-1.Motivation- the need becomes the motive of the consumer to buy the product suchneeds can be related to either hunger ,thirst ,tension or could be related with thecustomer’s esteem or recognition which motivates him to buy the respective product. For E.g. Your friend buys a new cell phone with very good features with just 7000 bucksbut and you were also in need of the cell phone then your friend would become yourmotivator which will encourage you to buy the cell phone as well.2.Perception – Human beings have considerably more than five senses .They do notmake the decisions by considering the single factor but they collect information thoroughradio, advertising, visuals, prints, and hoardings and from their family, friends andrelatives who give them their feedback which could be positive or negative. 4BUYSER'S BEHAVIOURPSYCHO-LOGICAL FACTORSSOCIAL FACTORSCULTURAL FACTORSECONOMIC FACTORSPERSONAL FACTORS
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