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Decision making and buyer behaviour process - Assignment

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Added on  2020-01-07

Decision making and buyer behaviour process - Assignment

   Added on 2020-01-07

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Marketing Intelligence
Decision making and buyer behaviour process - Assignment_1
Decision making and buyer behaviour process - Assignment_2
TABLE OF CONTENTINTRODUCTION...........................................................................................................................4TASK 1............................................................................................................................................4a) Stages of purchase decision making process...........................................................................4b) Buyer behavior theories...........................................................................................................4c) Factors that may affect behavior of buyer...............................................................................5TASK 2............................................................................................................................................6a) Market research objectives......................................................................................................6b) Market research techniques.....................................................................................................7c) Secondary data findings...........................................................................................................7d) Validity and reliability of research findings............................................................................8e) Market research plan................................................................................................................8TASK 3............................................................................................................................................9a) Market size trends in which Primark operates.........................................................................9b) Competitors of Primark and competitive analysis.................................................................10c) SWOT analysis......................................................................................................................10TASK 4..........................................................................................................................................11a) Range of techniques used to assess customer response.........................................................11b) Customer satisfaction survey.................................................................................................12c) Success of completed survey.................................................................................................14CONCLUSION..............................................................................................................................14REFERENCES..............................................................................................................................16
Decision making and buyer behaviour process - Assignment_3
INTRODUCTIONMarketing is considered as the concept that helps in promoting and selling products orservices among target market. Further, marketing intelligence involves the information of everysingle day in relation to company’s market which is collected in order to make accurate andreliable decision making (McQuilken and et. al., 2016). It also helps in determining marketingpenetration, development and opportunity in order to attain desired results. In the present study,Primark organization has been selected which helps in exploring the behavior and decisionmaking process of their customers. It is the subsidiary of Associated British Foods Company tomanufacture fashion clothing and set affordable prices to influence customers and enhance thesales of firm. Study identifies the marketing research process and identifies the significance ofdifferent types of information. TASK 1a) Stages of purchase decision making processPurchase decision making process involves several stages which helps in identifying theneeds and wants of customers. Need recognition- Thus, it is the first stage of decision making process. However, at certaintimes, buyers purchases the product and does not identifies its sources that from where theproduct originally comes from. Hence, it is essential for Primark consumers to assess thatwhether their needs and justified by the delivered products or not (Amyx, Bhuian and Shows,2016). Hence, consumer needs to make purchase decision regarding buying fashionable clothesfrom Primark or not. Information search- Here, purchaser collects the crucial information regarding the market fromwhere they can collect suitable information. Evaluation of alternatives- Further, next stage in purchase decision making process is to matchthe product with its value for money. Thus, if the product is matches the needs of consumers thanthey aim to purchase the same and it enhances the sales of Primark. Purchase decision- At the end, it is essential for consumers to finalize the products they want tobuy and thus make appropriate decision. Post purchase evaluation- Here, buyer evaluates the purchased products later and identify itsusage and benefits.
Decision making and buyer behaviour process - Assignment_4

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