Marketing Intelligence Report: Customer Behavior and Market Research

This report provides a comprehensive analysis of Morrison's marketing intelligence. It begins by exploring the customer purchase decision-making process, including various levels and influencing factors such as social, cultural, personal, and psychological elements. The report then investigates buying behavior theories and identifies the relationship between brand loyalty, corporate image, and repeat purchasing. Furthermore, the report delves into market research objectives, techniques, and the use of secondary data sources, including government and public sources, and assesses the validity and reliability of marketing research findings. The report also analyzes market trends, identifies key competitors, and conducts a SWOT analysis of Morrison. Finally, it evaluates customer response techniques and designs a customer satisfaction survey, providing a review of successful survey practices. The report aims to provide insights into Morrison's market strategies and customer behavior.

Marketing Intelligence

Table of Contents
Table of Contents.......................................................................................................................2
INTRODUCTION......................................................................................................................4
TASK 1......................................................................................................................................4
1.1 Various levels of Purchase decision making process.......................................................4
1.2 Buying behavior theories..................................................................................................5
1.3 Factors affecting Buying behavior...................................................................................6
1.4 Identifying the relation among Brand loyalty, Corporate image and Repeat purchasing 6
TASK 2......................................................................................................................................7
2.1 Market research objectives...............................................................................................7
2.2 Market research techniques' range...................................................................................7
2.3 Market research objectives by Secondary data................................................................8
2.4 Marketing research findings – Validity and Reliability...................................................9
2.5 Market research plan to obtain information...................................................................10
TASK 3....................................................................................................................................11
3.1 Trends of Market size.....................................................................................................11
3.2 Key competitors for Morrison........................................................................................12
3.3 SWOT analysis of Morrison...........................................................................................13
TASK 4....................................................................................................................................14
4.1 Evaluating the techniques of customer response............................................................14
4.2 Designing and completing a customer satisfaction survey............................................14
4.3 Review of successful survey..........................................................................................16
CONCLUSION........................................................................................................................16
REFERENCES.........................................................................................................................17

INTRODUCTION
Marketing intelligence is concerned with the collection and analysis of data related to
market trend. This in turn helps company in developing highly competent and effectual
framework which in turn aid in its growth and success. Moreover, growth and development
of business organization is highly influenced from the extent to which it has attained success
in enticing the decision making aspect of customers. Thus, marketing manager is required to
develop competent strategies by making proper assessment of market trend and customer’s
expectation. This report is based on one of the biggest retail business entity established in
UK and that is Morrison’s. It offers high quality and wide range of retail products and
services to the customers at reasonable prices. The report will give deeper insight for the
factors which are undertaken by customers at the time of decision making. Besides this, it
will shed light on the aspects of market research can be conducted and evaluated by
researcher in an effectual way.
TASK 1
1.1 Various levels of Purchase decision making process
Purchasing decision making is the process which lays emphasis on the selection of
one option out of other alternatives available to them. Customers purchasing decision process
mainly includes five stages which are as follows:
Stages Description
Problem recognition Decision making process starts with the
identification of need. For instance:
Individual identifies that he requires
microwave for fulfilling its daily needs
(Molinillo and et. al., 2017).

Information search At this stage, individual makes assessment of
the retailer from which they need to make
purchase of product (Miles, Grimmer and
Franklin, 2016). For example: Customers
assess that Morrison, Sainsbury and other
retailers which offer microwave to the
customers.
Evaluation of alternatives In this stage, customers make evaluation of
several alternatives which are available to
them in terms of several brands (D'Souza and
Tay, 2016).
Purchasing decision Once evaluation of alternatives have been
done thereafter individual takes purchasing
decision of microwave (Lamberton and
Stephen, 2016).
Post-purchase evaluation At the last stage, customers assess the extent
to which they are satisfies from product
quality and services offered by Morrison Plc.
1.2 Buying behavior theories
Generic theory of buying behavior: According to such theory customers purchasing
decision starts from problem recognition and ends with post-purchase evaluation. On the
basis of this aspect, it can be stated that customers follow specific process while taking
decision about purchasing of products or services (Fernando and et. al., 2016). By going
through from specific process customer take decision in relation making purchase of
products or services. With the help of generic theory, the marketer will be able to judge the
behavior and aspects of customer while making purchases. As a result, the marketer will be
able to convenience the customers in order to select their product.
Cultural theory of buying behavior: This theory entails that culture, attitude, beliefs,
value, social class, friendship group and family from which individual belongs has major
impact on their buying behavior. Along with this, such theory entails that disposable income
of individual is major factors that influences buying behavior of customers (Madi, 2016).
Moreover, customers present to spend high on luxurious and quality products when their
income level is high and vice versa. In this way, all the above mentioned areas have higher
level of impact for the customer's decision making aspects. By adapting this theory, the
marketer will be able to trace the cultural differences of the customers. This will help the
marketers to understand the values and cultures. On that basis, the production of goods and
services will be done.

1.3 Factors affecting Buying behavior
Social, cultural, personal and psychological are the main factors that closely
influences buyers behavior is as follows:
Social factors Cultural factors Personal factors Psychological
factors
Reference group such
as friends and family
members closely
influence the
decision making
aspect of customers.
Moreover,
individuals take
suggestion from their
loved one while
taking decision about
purchasing of retail
products etc
(Septianto and
Soegianto, 2017).
Culture, sub culture
and social class have
major impact on
customer’s decision.
For instance: British
people prefer to take
packed food. Hence,
such culture places
high level of
emphasis on
purchasing of
microwave.
Occupation and
lifestyle is the main
personal factors that
influence the
purchasing decision
of individual. Hence,
customers consider
both income level
and their lifestyle
while making
selection of product.
It includes
motivation., attitude,
beliefs and learning
are the main factors
which individual
considers at the time
of decision making.
1.4 Identifying the relation among Brand loyalty, Corporate image and Repeat purchasing
From investigation it has been assessed that high level of relationship takes place
among brand loyalty, corporate image and repeat purchasing. Brand loyalty is the measure
which presents the extent to which customers are highly associated with the specific product
or brand. On the basis of this aspect, loyalty is when customers are attached with specific
brand whether they purchase product or not (Puska and Luomala, 2016). Thus, brand loyalty
converts into repeat purchase only when customers of Morrison identify the need of
purchasing retail product.
Along with, corporate image is another major factor that affects both brand loyalty
and repeat purchasing of customers as well. Corporate image may be defined as a manner in
which business unit presents it front of the customers. Thus, it clearly presents the company’s
image and value in the eye of people (Xu, Yap and Hyde, 2016). For instance: Morrison has
built its effectual image in the mind of customers by offering high quality products at
discount or affordable prices. Hence, by taking into consideration all such aspects it can be

frame out that corporate image, brand loyalty and repeat purchase are highly interrelated with
each other.
TASK 2
2.1 Market research objectives
Market research helps in carrying out the information to assess the needs and wants of
customers. The main role of marketing research objectives is to assess the requirements of
customers regarding products or services and then provide them the same so that sales and
profitability of firm in market. Further, it also helps in undertaking effective strategies so that
Morrison where firm aims to identify the needs of customers and attain satisfaction
(Molinillo and et. al., 2017). Moreover, there are different market research objectives that
need to be identified by Morrison employees so that it can be delivered to end customers.
Through following different objectives it helps business to undertake effective strategy and
fulfill the objective of satisfying the needs of customers. Following are the different
marketing research objectives of Morrison such as-
 Main objective of Morrison is to carry out market research in regard to collect data
regarding potential customer base who wants to purchase products from Morrison.
Thus, management needs to undertake effective strategy in regard to undertake
product development so that best results can be achieved (Miles, Grimmer and
Franklin, 2016).
 Another objective is to identify the purchase behavior so that decision could be made
regarding buying the goods.
2.2 Market research techniques' range
There are various ranges of market research techniques such as primary and
secondary that helps in identifying the needs and wants of customers. Through using such
market research objectives it helps Morrison to assess the customer requirements and thus
achieve desired results. In order to attain desired goals and objectives it helps in conducting
proper market research. Firstly, primary market research carries out for the first time and thus
requires lot of time and resources (D'Souza and Tay, 2016). While, secondary data research
technique helps Morrison to use the data or information which is already available and thus
use the information to carry out the research regarding needs and wants of customers. There
are different sources used such as online articles, journals, publications and government

reports etc. In addition to this, using market research techniques helps in using group
interviews so that customers can be directly contacted in order to obtain desired information.
Using secondary data sources helps in maintaining records such as profit and loss statement,
balance sheet and government reports etc. through carrying out both qualitative and
quantitative study. Thus, by using such market research objectives for getting the
information regarding customer's needs and wants so that they can be satisfied (Lamberton
and Stephen, 2016). Research techniques are considered as effective and thus proper plan
needs to be carried out in regard to conduct market research and involves qualitative and
quantitative methods. Both these market research techniques are used by Morrison in regard
to formulate questionnaire and obtain effective responses so that best results can be attained.
Through using qualitative research it helps in obtaining opinions and reviews of different
customers so that business objectives could be attained. While, quantitative research method
also aims to obtain effective information through using statistical information and attain
desired results.
2.3 Market research objectives by Secondary data
Through secondary data collection can get the information by using different
secondary sources such as government reports, journals and online publications etc. Thus,
Morrison requires to invest specific funds in order to carry out market research. Following
are the market research objectives obtained by Morrison such as-
 Government sources- It provides information regarding customers needs and wants so
that research carried out by government could be used further in order to use the same
so that best results can be carried out. Further, Morrison utilizes government sources
in terms of obtaining effective knowledge and thus helps in satisfying the needs of
potential customers (Fernando and et. al., 2016). Public sources- Further, it is another source of collecting secondary data and thus
helps cited firm to attain market research objectives. Thus, it helps in using different
research materials and reports so that public sources could be used in regard to
identify the knowledge regarding retail industry (Xu, Yap and Hyde, 2016).
 Reports of various businesses- Such secondary sources of data collection helps in
collecting information regarding different other similar businesses and identifies the
competition within the market as well as assess the needs of potential customers so
that best results can be attained (Madi, 2016).
Benefits secondary data which are as follows-

 Conducting secondary data is cost and time effective.
 Also, scholar helps in improving the research through understanding the past
researches.
 Secondary research also aims to compare the information with the already collected
information.
2.4 Marketing research findings – Validity and Reliability
Validity aims to assess the market research findings which helps in verifying the
varied techniques in order to attain desired results. It is essential for business to identify the
validity and reliability of market research findings so that significant information could be
collected in order to attain desired success. Also, in order to identify the validity of the study
it assesses that who collects the data, how it is collected and several other things. Thus, it
helps in measuring the validity of the marketing research findings as compared to other
research study (Septianto and Soegianto, 2017). Further, in order to ensure that valid set of
study is required to be identified in terms of assess the authentic sources of information and
thus utilize the data so that set objectives can be attained. For instance, Morrison uses valid
data collection methods which help in utilizing the sources so that best results can be attained.
Further, reliability is another internal part that helps in assessing that the data needs to be
collected through reliable sources so that significant information could be collected. For
instance, carrying out survey aims to undertake effective results and thus obtain market
research findings regarding products or services delivered by Morrison. Thus, it is essential
for scholar to carry out effective study so that reliability can be verified in terms of collecting
required set of information and thus investigates the sources so that best information could be
delivered to consumers (Puska and Luomala, 2016)
Following are the main differences between validity and reliability which are
discussed underneath-
Validity Reliability
 Validity aims to assess that how
strong the results would be.
 While, reliability helps in easily
measuring.
 Validity aims to undertake more
number of analysis.
 Reliability is considered a easy to
assess the outcomes.

 Further, it is considered as the best
way to involve different valid results
and thus obtain best results.
 While, reliability helps in carrying out
internal consistency so that best
outcomes could be generated.
2.5 Market research plan to obtain information
Following is the market research plan for Morrison to obtain suitable information
such as-
 Defining market problem- It is the first step in which firm is required to identify the
market problem and thus obtain crucial solution.
 Defining objectives- Firm is also required to define crucial objectives and thus make
it clear so that set targets can be attained.
 Determining the target- It is the best way through which firm aims to determine the
target and thus attain best results within Morrison.
 Research methods and tools- Morrison aim to carry out effective research through
using both primary and secondary research methods and thus obtain significant
information. With the help of primary research, it helps scholar to adopt questionnaire
method while for carrying out secondary method, it is essential for firm to adopt
different sources such as books, journals, government report etc.
 Who is going to carry out research- It is another crucial task to assess the main factor
that results in identifying the best method which aims to carry out the study i.e. in
house or external agencies.
 Determining the time scale- Morrison also aims to prepare 5-8 months time plan in
regard to identify the crucial information and obtain specific targets.
 Set or agree the budget- Scholar also aims to carry out effective strategy that helps in
setting or agreeing upon the budget before commencing the plan.
 Implementation of plan- Here, it is essential for researcher to carry out effective plan
and thus identify the satisfaction level of customers.

 Monitor and control- Such step helps in monitoring and control the operations so that
firm aims to carry out effective results in market.
 Reach conclusion- It is the last step, that helps in carrying out the study in regard to
assess the conclusion and obtain specific results.
 Basis of study- It is the first step in which assesses the main basis of the study so that
Morrison can be identify its potential market in which they aim to expand the business
operations. Thus, through identifying that it helps firm to develop opportunities
regarding conducting market research and obtain crucial information so that proper
analysis needs to be done.
 Purpose of the research- Further, it is another step in the research plan and thus
assesses the main purpose of the study so, that assessing the needs and wants of
customers and improve the market share in market. Through carrying out market
research it helps in evaluating customer responses so that demands of clients could be
fulfilled.
 Research methods and techniques- Morrison involves primary and secondary
market research methods in order to carry out the study and obtain significant
information. Thus, using interviews and government reports helps in collecting
suitable information.
 Required time frame- It is the last step in which business aims to carry out the
market research plan within approximately one year time frame.
TASK 3
3.1 Trends of Market size
Market size trends identify the area in which the firm operates and thus carries out the
study in order to identify the buyers and sellers of product operating within market. Morrison
identifies the market size and thus launches innovative product or service to satisfy the needs
of customers. Morrison operates in retail sector and thus provides wide range of goods and
assesses the market size trends so that target audience can be attracted towards firm
(Marsden, 2012). Hence, through carrying out proper market size trends it helps in assessing
the customer needs and preferences so that business produces fresh meat in order to attract
target market. Thus, identifying the market size trends helps in assessing that business

influence wide number of customers all around UK and enhance the sales and profitability of
firm in market.
3.2 Key competitors for Morrison
Competitor analysis is considered as the process of evaluating the varied strategies in
relation to assess the strengths and weaknesses of business in regard to firm's products or
services. Further, through carrying out effective analysis of competitors it helps in developing
effective marketing plan so that best outcomes can be attained. Also, such analysis results in
identifying the main competitors and thus undertake competitive strategy so that best results
can be attained. Main competitors of Morrison are Asda, Tesco, Sainsbury etc. and thus gives
tough competition to firm through selling quality goods at similar prices. All such
competitors using specific strategy and thus identifies the needs and wants of customers so
that sales and profitability of firm can be enhanced. Further, it is essential for firm to assess
the competitive analysis and thus evaluates the potential target base in order to improve
firm’s performance in market (Lee and Carter, 2011). Morrison sells fresh meat as compared
to other rivals and therefore it aids in utilizing the resources so that information can be
collected regarding potential clients and thus satisfies their needs. Business aims to assess the
competitors marketing and pricing strategy so that it helps them to decide the same so that
specific results can be attained. However, in regard to overcome the competitors strategy it
helps Morrison to undertake effective marketing planning and thus improve the sales and
profitability of the firm in market. Below described is the step to assess competitor analysis
which are as follows- Identifying the competitors- It is the first step, which evaluates the potential
competitors operating within industry. Here, Morrison is required to identify both its
current as well as future competitors so that proper marketing strategy could be
identified. Assessing competitors- It is another step in which firm is required to assess its
potential competitors and thus improve its product quality. Morrison management is
required to carry out effective evaluation and thus develop proper strategy in regard
to obtain tough competition within firm.
 Selecting competitors- Morrison aims to identify the list of its competitors and thus
assess the there are different similar products or services delivered by company.