Marketing Intelligence Assignment Samples (Doc)

Marketing Intelligence
1

2

TABLE OF CONTENTS
Introduction .....................................................................................................................................3
Q.1 Main stages of consumer decision making process .............................................................3
Q.2 Importance of understanding buyer behaviour ....................................................................4
Q.3 Factors affecting buyer behaviour ........................................................................................4
Q.4 Relationship between brand loyalty, corporate image and repeat purchase ........................5
Q.5 Market research technique ...................................................................................................6
Q.6 Sources of secondary data to achieve marketing objectives ...............................................7
Task Two ........................................................................................................................................7
Q.7 Market research plan ............................................................................................................7
Q.8 Assessment of size and trend in fashion industry of UK .....................................................8
Q. 9 Competitors analysis of Topshop.........................................................................................9
Q.10 Opportunities and threats for Topshop for new shoe..........................................................9
Q.11 Two techniques of assessing customer response..............................................................10
Q.12 Questionnaire...................................................................................................................11
Q.13 Review of the success of survey ......................................................................................13
Conclusion.....................................................................................................................................14
References......................................................................................................................................15
3

INTRODUCTION
In present scenario, marketing plays a very important role in the growth and success of
organization. Further it is a process in which businesses try to promote and advertise their
products and services in the market. The present report demonstrates some of the important
aspects of marketing intelligence. It is based on Topshop which is a British multinational fashion
retailer. Along with this, it explains the main stages of customer decision making process. This
report also reflects theories of buyer behaviours can assist the organization in understanding the
behaviour of people in market.
Q.1 Main stages of consumer decision making process
Topshop is one of the most renowned fashion brands in UK and to manage and maintain
its current market position, it needs to understand the stages of consumer decision making
process (Han, Lerner and Keltner, 2007). Further, it is described as a process or series of steps
which consumer performs before making any kind of purchase. The stages are mentioned below
as:
 Need recognition- The stag of need recognition is considered as the first and one of the
most important stage of the entire decision making process. In addition to this, without
need there cannot be any kind of purchase (Darley, Blankson and Luethge, 2010).
Topshop can create need in the minds of customers with the help of marketing and
advertisement of its products and services.
 Information search- An individual starts searching for various kinds of information so
that he/she can identify the alternative through which the needs can be satisfied. Further
consumer uses various media ways such as print, media and online in order to search for
the information.
 Evaluation of alternatives- This is the stage in which customer starts evaluating all those
alternatives which has been identified in the process of information search (Xu and et.
al., 2011). This process is considered as a very important decision as in this a person try
to identify which alternative will be going to best satisfy his/her needs.
 Purchase decision- After evaluating all the alternatives available, the consumer makes
decision of purchase by selecting the best among all alternatives (Solomon and et. al.,
4