Report On PepsiCo - Purchase Decison-Making Process | Marketing
15 Pages3111 Words578 Views
Added on 2020-02-03
Report On PepsiCo - Purchase Decison-Making Process | Marketing
Added on 2020-02-03
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1Buying Decision Making Process and Marketing ResearchTechniques
2Table of ContentsTask1................................................................................................................................................3Main Stages of Purchase Decision Making Process....................................................................3Buyer Behavior............................................................................................................................3Factors affecting Buying Behavior..............................................................................................4Brand Loyalty, Corporate Image and Repeat Purchasing...........................................................5Task 2...............................................................................................................................................5Market Research Objectives........................................................................................................6Market Research Techniques and Their Use as well as Effectiveness........................................6Secondary Data to Achieve Research Objectives........................................................................7Validity and Reliability of Market Research Findings................................................................8Market Research Plan..................................................................................................................8Task3................................................................................................................................................8Assessment of PepsiCo’s Market Size........................................................................................9Key Competitors and Competitive Analysis...............................................................................9Porter’s Five Force Analysis...................................................................................................9SWOT Analysis and Evaluation of Opportunities and Threats.................................................10
3Task 4.............................................................................................................................................12Techniques to Assess Customer Response and Their Effectiveness.........................................12Customer Satisfaction Survey....................................................................................................12Success of the Completed Survey..............................................................................................13References......................................................................................................................................14
4Task1This specific task will analyze various valuable aspects of buying decision making process withrespect to PepsiCo. Main Stages of Purchase Decision Making ProcessPepsiCo is regarded as the most prestigious and popular brand within the world soft drinkindustry. The marketing department of PepsiCo has developed some important stages in thepurchase decision making process. Business buying behavior is one of the core aspects among allthe marketing management practices. The marketing department of PepsiCo used to follow someimportant steps in the purchase decision making process. Problem recognition is the first and important step in this process. General need description andinformation search is the second stage in this purchasing decision making process. Productspecification can be regarded as the third important step of this process. Supplier search isregarded as fourth important step of the busing buying decision making process. Proposalsolicitation and supplier selection can be regarded as the fifth as well as sixth step of this processrespectively. Order-routine specification can be referred as the seventh important step of thebusiness buying behavior process (Arnold, 2012, p.117). Performance review is the last as wellas important stage of this business buying decision making process, which helps to ensure futuredevelopment needs. Buyer BehaviorA classical buyer behavior theory will be implicated here in order to determine the relationbetween theory and PepsiCo in terms of markets and individuals.
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