Marketing Intelligence

MARKETING INTELLIGENCE

Table of Contents
TASK 1............................................................................................................................................4
a) Describing major stages of the purchase decision making process.........................................4
b) Application of buyer behaviour theories in the context John Lewis......................................6
c) Factors that may affect the behaviour of the buyers................................................................7
d) Defining terms brand loyalty, corporate image and repeat purchasing and evaluate the
relationship between them...........................................................................................................7
TASK 2............................................................................................................................................8
a) Identification of market research objectives.........................................................................8
b) Identification a range of market research techniques and evaluate their use and effectiveness
......................................................................................................................................................8
c) Use of secondary data to attain market research objectives.................................................8
d) Assessment of viability and reliability of market research findings........................................9
e) Preparing a market research plan to obtain information..........................................................9
TASK 3............................................................................................................................................9
a) Assessment of market trends within retail market in which M&S is operating its business...9
b)identification of key competitors of John Lewis....................................................................10
c) Evaluation of John Lewis opportunities and threats..............................................................10
TASK 4..........................................................................................................................................11
a) Identification of a various of techniques used for assessing customers responses and
evaluate their effectiveness........................................................................................................11
b) Designing and complete a customer satisfaction survey.......................................................11
c) Re-evaluate the success of the completed survey..................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
In every business organization, various kinds of information are collected related to business
activities and analyze that data in order to fulfill the aim of taking right decision regarding
pricing, market development, business expansion etc. In order to get success in the competitive
market, organization have to adopt some concepts of marketing intelligence .In this manner,
manager gather information about the business environment and conduct business operation
accordingly (Li and Li, 2011). By this, company can able to sustain in the competitive market
and gain effective success. Marketing intelligence concept is related to collect information from
various sources , analysis that data and breaking information into the several subset in order to
get desired purpose of organization. In a simple word it can be said that marketing intelligence is
that concept under which corporation contributes such efforts which distinct from its rivals. With
assistance of the marketing strategies and important decision, manager of firm develop planning
to gain effective outcome from the business environment. In this project report various stages of
purchase decision making process has been addressed. In addition to this, various components
which affect the buyers behavior at the time of purchasing has also discussed. Furthermore, a
range of marketing research techniques and their evaluation has also studied with respect of John
Lewis Company. The major objective of this report is to understand the marketing intelligence
concept and also determine buyers behavior and purchase decision making process.
TASK 1
a) Describing major stages of the purchase decision making process
Individual behaviour is very sensitive and complex which may affected by various kinds of
components very quickly. At the time of purchasing product and services in the market,
individual survive from various stages and he affected by various kinds of components. By
crossing several stages, person can take the decision of purchasing of product and services. In the
context of John Lewis, stages of buying decision making process of its customers are as follows-
Problem recognition-Under this stage individual analysis its problem related to requirement of
particular product and services. In this stage, individual thinks that something is missing from his
life and it becomes important to determine that requirement to again get back to live normal life
(Fan, Lau and Zhao, 2015). So in this context, John Lewis have to find the develop requirement
of customer of target demographic so that it can offer right and relevant product and services to
buyers in the market.
Information search- Once the requirement are recognised than in the second stable, individual
start to estimate those alternative options that can able to meet his demand. For this purpose, they
discuses with families and friends and search on the internet. In addition to this they can also
take help from their past experience.

Information evaluation-Once customer has found that what will satisfy his requirement then he
start to search for best deal. In this stage, customer analysis the information about the product
quality, prices, features and branding.
Figure 1Consumer decision making process
Source: Li and Li, 2011
Decision- After evaluates and analyse the information about the particular product and services,
in the next stage customer decides to purchase that product and services. However it is risky
situation where probability of success or failure of buying decision.
Post purchase decision- Once the purchase has made it become significant to know that whether
the product or service satisfy their requirement or not. The company brand loyalty can lead by
the customer post purchase decision.
b) Application of buyer behaviour theories in the context John Lewis
The product adoption process