Marketing Intelligence Report - Primark

Marketing
Intelligence
1

INTRODUCTION
The report will help in understanding about the purchase making decision on what steps are
involved in the decision making process while making the purchase. How the marketing
techniques are used to do the overall development of the market and in what ways it can
contribute. The entire focus is upon the behaviour of the consumer and how he behaves while
making the purchase. Everything related o his preferences, taste, trend and market culture is been
studied to make the concept very clear. It will describe the meaning of various terms like
reliability of the market, research findings and how to make the use of the secondary resources
data.
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................2
TASK...............................................................................................................................................4
1.1 Purchase decision making process in reference to Primark...................................................4
1.2 Theory of buyer behaviour....................................................................................................5
1.3 Factors affecting buyer’s behaviour......................................................................................5
1.4 Brand loyalty, corporate image, repeat purchase at Primark.................................................6
TASK 2............................................................................................................................................7
2.1 Market research techniques...................................................................................................7
2.2 Marketing research objective through marketing research objective....................................7
2.3 Validity and reliability of market research finding................................................................8
2.4 Research plan for collecting the information.........................................................................9
TASK 3..........................................................................................................................................10
3.1 Market size trends................................................................................................................10
3.2 Competitor analysis.............................................................................................................10
3.3 Opportunities and threat of the Primark..............................................................................11
TASK 4..........................................................................................................................................12
4.1 Techniques of assessing customer response........................................................................12
4.2 Customer satisfaction survey...............................................................................................12
4.3 Criteria for successful survey..............................................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15
Books and journals....................................................................................................................15
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TASK
1.1 Purchase decision making process in reference to Primark
The purchase making decision making is the journey of the customer which let him decides his
priority and preferences while making the purchase. There are various steps through which he
goes while making the purchase. The behaviour of the buyer is not important for the salesman
but also for making the effective sales strategy to sustain in the competitive market.
1. Problem or identifying the need- The first and foremost step involved in the process is
that when the customer identifies his need and problem that is when the question arises
why is he need the particular product and how much urgent or important it is for him.
2. Information search- The next stage is when the consumer searches about the product
and tries to find out the relevant information regarding the product about the may be
through print, visual ads, etc.
3. Evaluation of the alternatives- After this the customer make the evaluation , he selects
the best option out of the various prevailing alternative which is most suitable for him.
4. Purchase decision- And then the customer takes the final decision of what he is really
going to purchase to satisfy his needs.
5. Post purchase decision- Lastly he compares his expectations with his satisfaction level
with the past product decision.
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Need
recognitio
n
Informatio
n search
Evaluate
activities
Purchase
decision
Post
purchase
behaviour