Marketing Intelligence Report: Analyzing Consumer Behavior at M&S

This marketing intelligence report provides a comprehensive analysis of consumer behavior, focusing on the context of M&S, a British retail business. It explores the stages of the consumer purchase decision-making process, identifying key factors that influence buyer behavior, including cultural, social, personal, and psychological elements. The report examines various market research techniques, including their application and evaluation, alongside the use of secondary data sources. It assesses the validity and reliability of market research findings in relation to M&S and explores the relationship between brand loyalty, corporate image, and repeat purchasing. The report also includes a reflection on the findings and a conclusion summarizing the key insights. Additionally, the report includes a customer satisfaction survey and analyzes the results.

Marketing intelligence

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Stages of purchase decision making process....................................................................1
1.2 Theories of buyers behaviour in terms of individuals and market...................................3
1.3 Factors affecting behaviour of buyer................................................................................4
1.4 Relationship between brand loyalty, corporate image and repeat purchasing.................5
TASK 2............................................................................................................................................6
2.1 Different types of market research techniques.................................................................6
4.1 Evaluating techniques of assessing customer response....................................................8
2.4 Marker research plan to obtain information in given situation........................................9
4.2 Design and complete a customer satisfaction survey.....................................................10
4.3 Review of success of completed market survey.............................................................12
2.2 Secondary sources of data relevant to achieve the marketing research objectives........12
2.3 Validity and reliability of market research findings in relation to M&S.......................13
TASK 3..........................................................................................................................................13
Covered in PPT....................................................................................................................13
TASK 4..........................................................................................................................................13
Reflection of the above report..............................................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing is an essential tool or function which is performed by every business
enterprise in order to identify their potential customers and providing an influence on them so
that they will purchase their products and services. It is also used to influence the customer's
intention and its process of making decision to purchase product of a particular brand. Present
report is being develop to provide an understanding the purchase decision making process of
consumers in context of M&S which is British retail business enterprise, provides consumer
goods, grocery and other fashion retail products to customers. Company is using an extensive
marketing strategies through which they have influence their customers to change their
perception towards the purchase of products and services. In present report, there are various
stages of consumer's purchase decision making have been analysed along with the factors that
affects the buyer behaviour (Fan,, Lau and Zhao, 2015)Along with this, there are various important
market research techniques have been identified and implemented in order to collect information
about the buyer's expectation and preference towards the products and services along with the
validity and reliability of such findings. At last, group presentation is also made to determine
market size for a particular product within a selected market.
TASK 1
1.1 Stages of purchase decision making process.
Consumer decision making is research of customers as the way they consume or adapts
towards the product or service. Behaviour of consumer towards the purchase of products of any
company is based on effective research in which they will analyse the requirements of people
which will be able to meet their expectation. The spot light in behaviour of consumers in mainly
based on the pattern of consumer decision making towards that implies to what do the consumers
thin before buying a product or service. In present context, M&S also focus influencing the
behaviour of its target consumers which they will implement in order to convey their product or
service to the consumers (.Armstrong and et..al 2015) Below given is the consumer decision making
process that involves five steps which are mentioned above: Problem recognition: It is the initial stage in which the customer recognises his needs
which can be internal or external. It enables the person to identify his expectation towards
buying product. In this scenario, M&S also needs to identify the requirements of its
consumer in order to fulfil their needs along with the superiors. For example:a student
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buying a favourite hamburger would recognise the need (hunger) and go right to the
purchase decision, skipping information search and evaluation. However, the model is
very useful when it comes to understanding any purchase that requires some thought and
deliberation (Sharma, and Dey,, 2015). Information search: After analysing the requirement, second phase of information search
in which the consumers gathers information related to its requirements. For purchasing a
product consumer will analyse information through personal sources, commercial
sources, public sources, experimental sources, public sources and experimental sources.
In this, analysis of consumer will also enable M&S to provide about suitable products to
its consumer so that they will make decision to purchase their products. Evaluation of alternatives: Further, in this stage, consumer will identify the alternative
for its brand and then it will compare them with the products they have selected in order
make comparison that which product is better and satisfy its demands. For example: after
selection of product from M&S, customer can also make its comparison with other rival
brand for getting the best deal and saving the money. Therefore, it is essential for
organization to make evaluation of alternative products in market.
 Purchase decision: It is the important stage in which consumer finally make decision
which product to buy from which brand. For example: the Samsung Galaxy S4 had been
introduced in the market with four models (google Ed., Active, Mini, Zoom), so the
consumer decides to buy S4 google edition for its good camera, high processor and for
good battery life (.Kwasi, , Rajesh and Madhu, 2015.)
 Post purchase behaviour: It is the final stage in which the consumer will compare it
new product with the previous one and if the needs are met then it will be satisfied or if
not then dissatisfied.
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1.2 Theories of buyers behaviour in terms of individuals and market.
As per effective research, it is recognised that there are various important measure have
been taken by the consumers so that they will be able increase the value of products and service
which are clearly implied to them. There are many types of theories on buying behaviour of
individuals and businesses which are constantly analysing them to figure out various measure to
persuade the people to buy their products and services. Further, M&S have also analysed that
different consumers will come to different decisions of purchasing the products which is based
on the number of factors such as personality, cultural influences and environmental elements.
These are some important approaches have been identified which are used analyse consumer
buying decisions like ( Tsimonis, and Dimitriadis, 2014).
 Behaviourist: It is the considered as important approach that is used by organization for
analysing the behaviour of individuals towards products and services. It implies that
behaviour of consumer towards the products and service can described by external events
and the things which performed by individual that involves feelings, thought and actions.
According to this, consumer behaviour is depends upon some important events and more
importantly and a specific behavioural patterns that should be learned because of these
external variables. Further, some authors have argued that behaviourist approach to
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Illustration 1: consumer purchase decision making process

consumer behaviour has limited level of relevance in the current competitive market
situation therefore, it is essential for organization like M&S to use different approaches
for analysing the behaviour of consumer towards their products and services.
 Cognitive: In marketing of products and services, it is also essential for the organization
to analyse the expectation of consumer so that they will be able to influence the
customers by providing quality of products (.Manai, and Holmlund,., 2015). Cognitive theory
believes that consumer's behaviour decision making is very complex process which
usually take place as the outcome of deliberate and conscious information processing.
Theory is based on assumption that consumer will utilize insight, innovation and
information processing for making final decision to purchase the products and services.
After analysing this theory, M&S have realized that more inputs w are associated with
the requirements of consumers , relevance, interest, experience and familiarity.
 Economic Man: This theory suggests that in order to behave rationally, consumer would
have to aware of all available consumptions options in market. He chooses that option
which satisfies his needs in efficient manner. Thus, consume makes decisions on rational
basis by having adequate information of products in the market. It satisfies his needs in
effectual manner (Boikanyo,., Lotriet. and Buys,, 2016). This will provide immense level of
satisfaction to him.
 Psychodynamic: This theory of consumer behaviour is influenced by driven forces or
instinctive forces which act beyond conscious thought of human. The key force of
psychodynamic approach is that behaviour of consumer is determined by biological
drives rather than individual cognition. It is based on psychological approach of
consumer.
 Generic theory: generic model have been used. It is considered as complex procedure in
which problems is identified and research is made for selection of best results.
1.3 Factors affecting behaviour of buyer
Buyers’ behaviours affect the environment of business directly and indirectly. So, it is
important to examine the needs, wants and lifestyle of buyer as it will assist the manager in
satisfying consumers’ needs and wants. So, it can help in making an effective decision. Main aim
of any business to reduce dissatisfaction level of employees by completing the demands of
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consumers. Behaviour of consumers affect the market positively and negatively as well as social,
economic and political factors affect the behaviour of consumers (.Moutinho, and et..al 2014). Cultural factors: - Buyer’s needs and wants are affected by the culture as it includes their
cast, costumes, fashion trends, dressing style, eating demands etc. Costumes and trends
decide the demand of consumers that which type of product they require. For example, if
any person who belongs to one particular state than his dressing style is different from
other state (Luu, 2014). So, if employees show him those dresses which were not belong
to their state culture than it is bad marketing style and cause loss to business. Social factors: Marketing behaviour is also influenced by the social status of consumer.
Culture includes religions, racial groups and nationalities which affect the behaviour of
consumers. Segment of market is done by their sub culture so that production becomes
easy to satisfy the needs of particular class. Social class is not determined by the income
of people (Tafesse, 2015.). Personal factors: This factor also influences behaviour of consumers because it covers
the age groups, life cycle stages, occupations, financial and economic, life style, self-
concept and personality. Age is important because demands of every age groups is
different. Occupation affects the behaviour of groups because consumers which belong to
different occupation have distinct needs and therefore their demands are also different.
 Psychological factors: Needs of consumers can be social and esteem. This can motivate
them only when they motivate toward the purchase of product. Perception factor decides
the capability and ability of individuals in purchase which helps in decision making
(Manai and Holmlund, 2015). Learning and experience also affect the behaviour of
consumers because they take decision only after gathering complete information about
the products. Attitudes and beliefs also affect because emotional condition of consumers
take action according to favourable and unfavourable reaction toward products.
1.4 Relationship between brand loyalty, corporate image and repeat purchasing
Brand loyalty is the trust of people towards the product which induces them to purchase
goods and services repeatedly. All these factors are linked with each other. When customer is
dissatisfied then it will return the product to company. Return of any product causes heavy loss
of image in the market (McLaughlin, 2009). It means if any consumer likes a particular brand
then he/she will purchase the same. Value of brand in market increases if the customers
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repeatedly purchase that product. For example: if company A and B produces the same brand
and product of B company is cheap or of high quality. The customers will purchase only that
brand which are available at low price and easily available.
Brand loyalty is customer’s belief towards Corporate image means a picture of firm
created in the mind of people. M&S will improve its image by providing the best and reliable
products to customers. This will meet the needs and demands of customers and help in increasing
the sale of company (Torres,., Augusto, and Lisboa, , 2015) Effective brand loyalty and corporate
image will help company to achieve the trust and confidence of its users and they will repeatedly
purchase their products.
TASK 2
2.1 Different types of market research techniques
Market research can be analysed that is used for getting an idea of the requirements of the
customers and some factors which can be investigated through this process are which are
mentioned. In this context, as a business intelligence expert of M&S there are some qualitative
and qualitative methods have been analysed which are needs to used by organization in order
collect information about the expectation of buyers so that they will develop the products to meet
the requirements and increasing its sale of fashion retail and clothes. These important methods
are as follows:
Surveys: Company uses these methods to research the market in such as manner in order to gain
back attention of customers. In this, marks and Spencer needs to take surveys from the different
customers residing in different locations to analyse the location of the company and its
importance of the organisation at each location. Survey includes methods like telephonic survey,
emails and online through website.
Further. The most advantage of survey is that it provides effective information and takes less
time consuming for organization as well as its consumers. Through telephonic methods company
can easily get information about needs of consumer from different age groups, class and culture
etc. (Kieser, , Nicolai, and Seidl,, 2015.).
Disadvantage:
 Method is less reliable for the organization.
 Some information identified can be incorrect.
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 Consumer avoid phone calls.
 Email is only suitable for those who posses the technical knowledge like adults.
Focus groups: It includes the permanent customers and the potential buyers of the organization
which includes the focus groups includes the people who are loyal with the brand and purchase
the products from the M&S.
Advantages:
 Provide effective data and information.
 No requirement of conducting survey.
 Less time consuming as information will be taken from existing customers.
Disadvantage:
 Less effective as they are buyers of M&S will not purchase products from other thus,
they will less information (azzi,, Pandurino, and Caione,, 2015).
Personal interviews: It involves the method in which the M&S will collect information by taking
interviews of buyers so that they will able to identify the expectation of consumers.
Advantages:
 Helps in providing review of customers about market trends and their experience.
 Also supports the enterprise in influencing customers to buy the products.
Disadvantage:
 Personal interview conducted by organization will consume more time as compared to
survey.
 Require more monetary resources to conduct interview.
Observations: These are considered as methods for examining the and observing the situation or
the behaviour of customers to grab the information related to M&S and its performance in
market. This includes various analysis and information about the behaviour customer and
strategies can implemented by this to grab the customers.
Advantages:
 Less requirement of resources.
 Widely used and effective methods of qualitative research.
 Reliable data will be collected.
Disadvantage
 More time consuming as different people have different perception.
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 It is not possible for one person to make an observation therefore there will be
requirement of more employees.
4.1 Evaluating techniques of assessing customer response
Marks and Spencer have tried to gain customer satisfaction in the best possible way. It
has developed various strategies which help customers to purchase the products of company at
lower price. They have implemented different websites and mobile applications to review the
customer's response and their views (Arli, Tjiptono, and Porto,, 2015). These websites and apps that
help them to improve their productivity and develop products according to customers’ needs and
demands. Several techniques used by M&S for assessing customer's response are defined as
follows:
Customer satisfaction surveys:
Conducting surveys which include questionnaire will help company to know more about
their product’s success and growth. In these questions, M&S can ask the questions related to
their service, satisfaction level, product’s quality and many more. Further, these surveys must be
conducted immediately after customers purchase different items from the store of company. The
survey has not only helped company but also employees to know more about their weaknesses
and the field which require more improvement (Marta, 2016). This will help the organisation to
know consumer’s experience and their satisfaction level.
Taking online feedbacks:
Online feedback is an effective method through which the customers can provide their
views and opinions. Further, this can be made possible with the help of company's websites and
apps. The organisation can provide their email id also to the users so that they can write their
reviews to them (Angilella and et.al., 2014). They can improve their performance in the area
where they get less ratings.
Asking them directly:
Face to face communication is the best method to know customer’s experience towards
their products. The organisation can directly communicate with customers to take their review.
This will help them to know the satisfaction level of their consumers. Further, it also helps
company’s manager to clear all the doubts regarding their services and goods (Pantouvakis and
Bouranta, 2013). Direct communication will assist M&S to communicate their future goals and
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objectives to the people which in turn helps them to influence more customers and make their
effective image in front of them.
Reviewing their ratings:
With the help of mobile apps and websites, company can review ratings of their
customers. They can analyse the ratings and reviews of their users and analyse success rate.
More ratings will give idea to them that they have to continue with these products so that they
can get the best customer experience (Bhattacharya, 2016). Further, if their ratings are not
according to their expectations then they have to focus on the areas which are not given with
effective support from customers. This will help them to improve their performance.
2.4 Marker research plan to obtain information in given situation.
Steps in market research plan:
Step1: To conduct the marketing research plan the targeted audience and to identify their
opinion on the marketing plan.
Step2: In the second step, the company needs to identify their marketing objectives.
Step3: the value of the information is evaluated and identified in this step. This step of the
organization provides the value of the information of the company and is analyzed as well.
Step4: designing the research. After all the steps are performed the designing of the research
needs to take place. The research is to be designed in the proper way
Step5: the technique of the company to collect the information from the different sources of the
company. The methods that the Marks and Spencer can include in the company can beMail
surveys
Situation-the extent of customer satisfaction in the Marks and Spencer.
Market research plan which is developed for the organization includes aspects and methods
which are mentioned above:
Research aims and objectives:
 To analyse the customer's requirement towards fashion retail products.
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 To gab the previous customers base and restore the companies declining brand position in
fashion retail.
 To make M&S most widely preferred fashion retail brand.
 To increase the customer's satisfaction towards the fashion retail products.
The objectives which are developed by organization are important as it helps to collect
information and also helps in developing an effective questionnaire so that customers views can
be identified.
Research design: Research is blue print of the study which assist scholar in developing a based
for completing the entire research ( Kim. and Talbott, 2018). There are different types of
research design which can be selected as it help in depend on the nature of study. The present
investigation is carried out on exploring the significance of technological system for working and
operation of hotel. Therefore, investigator will choose descriptive research design. This design
will help investigator in describing the characteristic of the population which are covered in this
study.
Data collection: It is also process that is used to collect the information from different sources so
that investigation become more effective and reliable. There are two important methods have
been used by the organization like primary and secondary. In primary method those type of
information is collected which is new and fresh while secondary information and data which is
already published are collected by the scholar. In this research, both the primary and secondary
methods of data collection will be used in order to gain information about the customer's
satisfaction towards the fashion brand. Researcher has taken reviews of selected 20 customers of
M&S and used questionnaire methods to collect the information. Random sampling methods has
been selected which is easy and provide useful information (Safari,, Safari, and Montazer, , 2016).
Data analysis: There are various graph and charts have been developed in order to make
interpretation and analysis of the information and data collected from sample size of 20
customers.
Reporting: Information which is gathered by the researcher will be presented in the form of
report so that it can be effectively analysed.
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