Consumer Research & Marketing Strategies

This assignment delves into the realm of consumer research and its application in developing effective marketing strategies. It involves analyzing the results obtained from a questionnaire designed to gauge consumer opinions. The key objective is to interpret these findings and propose suitable media channels for effectively communicating the outcomes to stakeholders. Emphasis is placed on understanding consumer perspectives and leveraging research insights to shape informed marketing decisions.

RESEARCH PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Formulate and record possible project outline specification.................................................1
1.2 Factors that contribute to the process of project selection....................................................2
1.3 Critical review of key references..........................................................................................3
Invest in end – to – end experience.............................................................................................3
1.4 Research project specification...............................................................................................5
1.5 Plan and procedure for agreed research specification...........................................................5
TASK 2............................................................................................................................................5
2.1 Resources efficiently to research question or hypothesis.....................................................5
2.2 Proposed research investigation............................................................................................6
2.3 Record and collate relevant data...........................................................................................6
TASK 3............................................................................................................................................8
3.1 Research evaluation techniques............................................................................................8
3.2 Analysis of result...................................................................................................................8
3.3 Recommendations and justification areas for further consideration...................................12
TASK 4..........................................................................................................................................13
4.1 Appropriate media to present the outcomes of research.....................................................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Research project is all about depth study on selected subject area in order to understand
the benefits and drawbacks of particular idea on company performance. In fact, it helps while
making decision process by providing best suitable path with the help of outcomes acquired
through various individuals. Morrison is most leading supermarket in retail sector due to their
qualitative products or items as well as outstanding method of promoting goods (Akanbi and
Adeyeye, 2011). Mainly, overall project is going to highlight the effectiveness of creative
marketing techniques at workplace by showing their positive and negative impact. However,
overall study is focussing on need of adopting advanced tools of promoting goods for company
betterment and success. Furthermore, assignment is acquiring more information with the help of
various sources of data in order to gain maximum knowledge about relationship between
creativity in marketing with enhancement of sales volume.
TASK 1
1.1 Formulate and record possible project outline specification
Research project is rely on profit and outcomes which must be followed by investigator
in effective manner. However, it plays a very eminent role in lives of common people because
research help in suggesting corrective path by finding suitable solutions to the problems
(Shankar and et al, 2011). A broad explanation of investigation is consist of ; accumulation of
necessary data, facts, figures, need of consumers and get update about advanced knowledge.
Thus, this project is based on one of the most effective subject that is “creative marketing”. It
means main title is written below:-
Title:- “To determine the influence of creative marketing on company sales volume: A
case study on Morrisons”
Morrison is a retail company and seen as fourth largest chain of supermarket as compared
with their competitors such as; ASDA, TESCO, Sainsbury's. Basically, their main objective is to
design grocery items to their customers in better manner by using high tech raw materials and
always considered major factors while manufacturing goods such as; current trends, consumer
choices, market demand and so on. Main reason behind success of selected firm is their creative
techniques and idea that is implemented by managers or entire staff members during performing
business operations. Along with this company get succeeded in generating more or more revenue
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by satisfying needs of clients (Keller and Fay, 2012). Thus, main objectives of research is
describing as follows:-
 To identify the impact of marketing techniques on company performance.
 In order to analyse the relationship between sales volume and creativity in marketing
techniques.
 To determine the need of creativity in promotional tools
Research questions :- As per this element it has been identified that general questions are
raised for supporting the further study in order to attain set targets in a defined time frame.
 Identify the influence of creative marketing tools on organizational performance?
 What are the relationship between sales volume and innovative way of promoting goods?
 What are the factors which shows that creativity is essential while promoting products?
1.2 Factors that contribute to the process of project selection
Research is a very tough job which requires an appropriate process for reducing a
probability of mistakes or errors which may hamper the success of specific project. Thus, an
appropriate step that is followed while conducting research are described as follows:-
 Introduction: - First or foremost phase is to select suitable title for continuing further
investigation with the use of suitable data or information (Hinterhuber and Liozu, 2014).
 Literature review:- Secondly, its time to gain knowledge from various authors or scholars
in order to understand need of using innovative tools while promoting goods across
international boundaries. Therefore, this part is consist of viewpoints of distinct specialist
person.
 Research methodology:- Method of accumulating data or information is falls under this
category such as; qualitative and quantitative.
 Data analysis:- In this part, proper assessment is going to be done for understanding the
opinions of distinct individual on selected subject area.
 Recommendation and conclusion:- Its time to suggest suitable changes if there is need by
analysing above information. Along with this, need to conclude report by thoroughgoing
entire study in proper manner.
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1.3 Critical review of key references
In this section, viewpoints of various scholars are described for gaining depth knowledge
about marketing activities and its need at workplace. Thus, opinions of various scholars are
described as follows:-
Influence of creative marketing tools on organizational performance
Historically, marketing was just to bring products and services associated with advertisement
campaigns, and pictures, that was easily used to capture customers. But, marketing is much more
then getting customers, according to Mark Bonchek and Cara France, marketing is about
imagination and innovation, which yield to both perception, neither it is completely depending
on imagination nor innovation (Okyere, Agyapong and Nyarku, 2011). Marketers are going to be
more crazy about gathering data analytics, customer experience, and product design. These are a
few changes, which are regularly modifying as market analysis in Morissons Supermarket
company. Now, marketing reflects in various ways, that are expressed below:
Create with customer, not for customer
Everyone is talk about customers, they wants to serve customer centric products but now
the scenario is changing drastically. Involve customers too, because they expresses themselves in
a better way, according Brocade consumers are more energetic, innovative, they are core of
services, because end user is the best way to get information about what actual required.
Morrison is a supermarket, though it is allowed to work with customers, including their ideas
that can be put into organization simply.
Invest in end – to – end experience
It is essential to take a look on customer experience, but some market professionals focuses on
part of that. On the other hand, creative marketers concentrated on broad view and pay attention
on that curiously (Baoand and Chang, 2014). As in perception of Kaiser Permanente, believes
that Morrison is consumer – oriented, with digital experience, and that's a key differentiator. It
includes products, buying process, ability to provide support, customer relationship over time,
these all are factors that brings the overall satisfaction.
Relationship between sales volume and innovative way of promoting goods
No matter a business earning hike round the year, but still everyone hunt for rising sales,
obviously sales and revenue is inspiration for business. Thus there are some techniques which
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can boost up a business with downstream benefits on bottom line. To take off a business sales
through promotional activities Ben Camerota, there are some key points included as :
Get on social media
As it is worldwide known factor that social media has a huge influence on public, so engage
social media user to create persuasive interactions between public and social media platform, for
this Morrison just need a social media partner that explore its business on its websites, like
advertisement on Facebook.
Create a high quality web content for website
According to Anais Amsellem, developing a high quality content for own website is essential,
because a well written article with catchy words makes interest while reading, and is also
responsible for getting the keywords, which is cause for more hits, visits and reviews due to
getting top position in searches on Google Adwords (Kotler, 2011). Morrison supermarket
company, can build a website with some spellbind content, present goods and services with a
phenomena that can engage a visitor and force to crack a deal fro purchasing stuff.
What are the factors which shows that creativity is essential while promoting products
According to Neil Kokemuller, creativity is a soul of promotional products, like
advertisements and branding, which needs a vast field of imagination and innovation, thinking
beyond boundaries is essential for that, because vision is power what an individual can't even
think. That's why marketing needs a limitless creativity to promote services and business.
Creativity is to roll out new ideas for promotions, rather than promote a firm from
traditionally ideas like distributing brochures, etc (Hanssens and Pauwels, 2016). now in present
time, according to Kerry Broderick, promotional handouts are most preferable, that contains a
firms name, like Morrison can displays name on products, that makes positive impact, this is a
thinking outside the box, make a logo or label that resembles a brand name of a supermarket.
This makes a promotional item truly inspiring, when someone compliments.
As Megan Marrs, has some other tactics that can kick marketing strategy, like social
media marketing, promote business through websites and search engine optimization, pushing
handles,weekly hashtag themes, vine that has six seconds quick video. Urban ideas consists of
building a mural, surroundings, unusual sponsorships, commence contest marketing ideas like
photo/video contents, post to deal sites, offering bonus for sharing, infographics, etc (Farias,
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Aguiar and Melo, 2014). This is not just enough, there are so many ideas that comes from a
visual sense, that's why creativity is essential to promote a business.
1.4 Research project specification
It includes the main aim and target of study in appropriate way for understanding the
effectiveness of subject area. Basically, major objective of this project is to analyse the
requirement of creativity in marketing techniques for enhancing the sales volume of a company.
Basically, Morrison is improving their nature of working by determining suitable specification. It
helps researcher while accomplishing distinct activities by assisting towards corrective path.
Mainly, it consist of several questions on which questionnaire is framed for doing specific
survey.
1.5 Plan and procedure for agreed research specification
Gantt chart is a graphical representation of entire task and activities for accomplishing
various job in defined time frame. Along with this, it is aids an organization while guiding
employees towards their assigned job role for attaining set objectives and goals. One of the
useful tool that is used by researcher for attaining their company goals or objectives in a defined
time frame (Briggs, 2011). Hence, it is understood that making plan or designing procedure is
suitable for researcher because it helps other members to assist towards corrective direction.
TASK 2
2.1 Resources efficiently to research question or hypothesis
Accumulation of data needs to adopt various useful methods such as; primary and
secondary because it helps in reducing chances of losses. According to survey report it has been
analysed that almost entire corporate world is trying to focus on improving their marketing
techniques in order to maximize their sales (Baron and Tang, 2011). As a result wanted to gain
more or more attention of clients which helps them in establishing company image at
marketplace. Therefore, primary sources are known as a first hand in which information are
acquired through personal interview. Whereas , secondary data are already used by some other
individual like; scholars, biography of experience people, books, journals written by theorist and
so on.
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2.2 Proposed research investigation
Entire research is done for understanding the need of creative ideas in marketing segment
for improving the sales performance of an enterprise. Thus two useful method that is used in
company are describing as follows:- Random sampling:- According to this element, it has been analysed that company needs
to select individual on random basis without considering necessary facts or figures.
Thus, selected firm is going to select 30 respondents for further process.
 Questionnaire:- Questions are asked for understanding their views or opinions.
2.3 Record and collate relevant data
Researcher is going to adopt questionnaire approach for understanding the need of
changes at workplace by assessing viewpoints of distinct individuals. Thus, sample size is
selected for analysis is around 30 persons. As it helps in making final decision.
Questionnaire
Q1. What are the reason behind improving marketing techniques? Maximization of sales Improvement in company performance To build business relations All the above
Q2. Rate the marketing services of Morrison? Excellent Very good Satisfactory None of the above
Q3. Is there any enhancement in organizational sales? Yes No
Q4. Are you happy with the creativity of Morrison? Yes No
Q5. Suggestion for any improvement?
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Theme 1:- Reason behind improving
marketing techniques.
Frequency
 Maximization of sales 10 Improvement in company
performance
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 To build business relations 5 All the above 10
Theme 2:- Rate the marketing services of
Morrison
Frequency
 Excellent 12 Very good 4 Satisfactory 4 None of the above 10
Theme 3:- Enhancement in organizational
sales
Frequency
 Yes 25 No 5
Theme 4:- Satisfied with the creativity of Frequency
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Morrison. Yes 20 No 10
TASK 3
3.1 Research evaluation techniques
It is indispensable to study in effective way by using suitable techniques because it aids
in accomplishing activities in a defined time frame (Doyle, 2011). However, number of research
evaluation tools are identified for gaining suitable outcome in order to generate maximum
revenue. There are two different types of evaluation methods are identifies which is highlighted
as follows:- Formative assessment:- As per this factor evaluation of research is going to conducted in
proper manner by gaining maximum earning. It helps in minimizing probability of
mistakes or errors. Its time to learn things by using various suitable methods.
 Summative assessment:- In this evaluation process investigator are focussing on outcome
of particular programmes or sessions. Thus, this stage is a final chance for summing up
entire result (Nagle, Hogan and Zale, 2016).
3.2 Analysis of result
Its time to interpret the above data on the basis of frequency of individual. It helps while
making decision for company during reformation process:-
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Theme 1:- Reason behind improving marketing techniques.
Interpretation:- According to above graphical representation it has been analysed that
marketing department plays a very eminent role in maximizing the sales volume of a company.
Basically, they are responsible for attracting consumers by convincing them with their talent. It
means, Morrison needs to focus on their promotional tools for gaining set objectives or goals in a
given duration. Hence, out of 30 individual around 10 are believe that with the use of creative
tools sales get maximized, another 5 members are thinking that entire company get enhanced
because attracting users is a key to success. On the other hand, 5 other members are believing
that it also helps in creating a positive business relations with consumers whereas rest 5 are
preferring that all the above factors are gained by implementing creativity while promoting
goods across international boundaries.
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10
5 5
10
Maximization of sales
Improvement in company
performance
To build business relations
All the above

Theme 2:- Rate the marketing services of Morrison.
Interpretation:- Every consumers are having their distinct views or opinions towards
usage of advanced technique of marketing. Thus, out of 30 members around 12 people are fully
happy with the services offered by an organization. Another 4 are giving very good rating to
company services, another 4 are only satisfied and rest 10 are not going with any options as they
don't want to express their views on this organization. Hence, it has been analysed that company
needs to focus on their business operations for attracting more or more consumers at global level.
10
12
4 4
10
Excellent
Very good
Satisfactory
None of the above

Theme 3:- Enhancement in organizational sales.
Interpretation:- Marketing technique is one of most useful tool that is used by an
organization for obtaining more or more attention of clients in order to make future relations
with consumers. As a result it aids an enterprise to continuing their association for longer period
of time. Therefore, out of 30 individuals 25 members believes that useful marketing strategy aids
company in improving their sales performance by gaining attention of domestic as well as
foreign clients. However, main role of marketing team is to encourage clients to buy product by
showing accurate information about goods quality. Whereas, rest 5 are not agreeing with this
statement because it is not easy to convince others because every members are having their own
need, demand and desires. It has been concluded that Morrison needs to focus on their
promotional strategy because it helps in enhancing their sales performance.
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25
5
Yes
No

Theme 4:- Satisfied with the creativity of Morrison.
Interpretation:- From the above data, it has been identified that Morrison is engaged in
offering best qualitative products to their desired clients in much better way. As a result,
company is gaining more or more revenue and get succeeded in establishing their positive image
at marketplace. Hence, as per data out of 30 around 20 members are happy with products of an
organization and their creativity whereas rest 10 wanted changes in current situation.
3.3 Recommendations and justification areas for further consideration
After analysing above information it has been analysed that company needs to focus on
certain concepts while doing marketing activities are described as follows:-
 Need to appoint experienced or talented employees for accomplishing various business
activities in much appropriate manner.
 Use advanced technology by consulting with experienced or talented people for
minimizing the probability of losses and accidents.
12
20
10
Yes
No

 Consider each or every aspect before implementing marketing plans in order to control
possibilities of losses.
By concluding this it has been assessed that marketing activities is playing a major role in
enhancing company sales with the use of advanced technology. In today's scenario number of
individuals are engaging in modern technology such as; using advanced gadgets for day to day
routine. Thus, company can easily use creativity ideas at workplace for accomplishing various
business activities in order to gain more or more attention of consumers.
TASK 4
4.1 Appropriate media to present the outcomes of research
Questionnaire is used for attaining results by understanding the opinions of consumers in
order to conduct changes at workplace.
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REFERENCES
Books and Journals
Akanbi, P. A. and Adeyeye, T. C., 2011. The association between advertising and sales volume:
a case study of nigerian bottling company plc. Journal of Emerging Trends in
Economics and Management Sciences. 2(2). pp. 117-123.
Shankar, V and et al, 2011. Innovations in shopper marketing: current insights and future
research issues. Journal of Retailing. 87. pp. S29-S42.
Keller, E. and Fay, B., 2012. Word-of-mouth advocacy: A new key to advertising effectiveness.
Journal of Advertising Research. 52(4). pp. 459-464.
Hinterhuber, A. and Liozu, S. M., 2014. Is innovation in pricing your next source of competitive
advantage?. Business Horizons. 57(3). pp. 413-423.
Okyere, N. Y. D., Agyapong, G. K. and Nyarku, K. M., 2011. The effect of marketing
communications on the sales performance of Ghana Telecom (Vodafone, Ghana).
International Journal of Marketing Studies. 3(4). p. 50.
Bao, T. and Chang, T. L. S., 2014. Finding disseminators via electronic word of mouth message
for effective marketing communications. Decision Support Systems. 67. pp. 21-29.
Kotler, P., 2011. Marketing insights from A to Z: 80 concepts every manager needs to know.
John Wiley & Sons.
Hanssens, D. M. and Pauwels, K. H., 2016. Demonstrating the value of marketing. Journal of
Marketing. 80(6). pp. 173-190.
de Farias, S. A., Aguiar, E. C. and Melo, F. V. S., 2014. Store atmospherics and experiential
marketing: A conceptual framework and research propositions for an extraordinary
customer experience. International Business Research. 7(2). p.87.
Briggs, J. R., Marketing Evolution, 2011. Method for determining advertising effectiveness. U.S.
Patent 7,949,561.
Baron, R. A. and Tang, J., 2011. The role of entrepreneurs in firm-level innovation: Joint effects
of positive affect, creativity, and environmental dynamism. Journal of Business
Venturing. 26(1). pp. 49-60.
Doyle, C., 2011. A dictionary of marketing. Oxford University Press.
Nagle, T.T., Hogan, J. and Zale, J., 2016. The Strategy and Tactics of Pricing: New International
Edition. Routledge.
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