Marketing Intelligence

Marketing Intelligence

Table of Contents
INTRODUCTION......................................................................................................................3
TASK 1......................................................................................................................................3
1.1 Describing the main stages of purchase decision making process...................................3
1.2 Explaining the theories of buying behavior.....................................................................4
1.3 Evaluating the factors that affect buyer behavior............................................................4
1.4 Assessing the relationship between brand loyalty, corporate image and repeat
purchasing..............................................................................................................................5
TASK 2......................................................................................................................................6
2.1 Market research objectives...............................................................................................6
2.2 Range of market research techniques...............................................................................6
2.3 Secondary data to achieve market research objectives....................................................7
2.4 Validity and reliability of marketing research findings...................................................7
2.5 Market research plan to obtain information.....................................................................8
TASK 3......................................................................................................................................8
3.1 Market size trends within the market...............................................................................9
3.2 Key competitors for Morrison..........................................................................................9
3.3 SWOT analysis.................................................................................................................9
TASK 4....................................................................................................................................11
4.1 Evaluating the techniques of customer response...........................................................11
4.2 Designing and completing a customer satisfaction survey............................................11
4.3 Reviewing the success of survey....................................................................................13
CONCLUSION........................................................................................................................13
REFERENCES.........................................................................................................................14

INTRODUCTION
Marketing intelligence is concerned with the collection and analysis of data related to
market trend. This in turn helps company in developing highly competent and effectual
framework which in turn aid in its growth and success. Moreover, growth and development
of business organization is highly influenced from the extent to which it has attained success
in enticing the decision making aspect of customers. Thus, marketing manager is required to
develop competent strategies by making proper assessment of market trend and customer’s
expectation. The present report is based on Morrison’s which is one of the largest retail
business organization operated in UK. It offers high quality and wide range of retail products
or services to the customers at affordable prices. In this, report will provide deeper insight
about the factors which are undertaken by customers at the time of decision making. Besides
this, it will shed light on the aspects of market research can be conducted and evaluated by
researcher in an effectual way.
TASK 1
1.1 Describing the main stages of purchase decision making process
Purchasing decision making is the process which lays emphasis on the selection of
one option out of other alternatives available to them. Customers purchasing decision process
mainly includes five stages which are as follows:
Stages Description
Problem recognition Decision making process starts with the
identification of need. For instance:
Individual identifies that he requires