Marketing Intelligence Report: Buyer Behavior and Market Analysis

This marketing intelligence report comprehensively examines consumer behavior, purchase decision-making processes, and various factors influencing buyer behavior. It explores different theories of buyer behavior, including generic, cultural, and psychological influences. The report delves into the main stages of the purchase decision-making process, from need recognition to post-purchase evaluation, and analyzes the relationship between brand loyalty, corporate image, and repeat purchasing. Furthermore, it outlines diverse market research techniques, sources of secondary data, and the importance of data validity and reliability. The report also covers market size trends, competitor analysis, and the identification of organizational opportunities and threats. Finally, it discusses techniques for assessing customer response and provides an overview of customer satisfaction surveys and their impact on business success.

Marketing Intelligence

Table of content
INTRODUCTION...........................................................................................................................................3
TASK 1..........................................................................................................................................................3
1.1 Main stages of the purchase decision making process......................................................................3
1.2 Theories of buyer behavior in terms of individuals and markets.......................................................5
1.3 Factors that affect buyer behavior.....................................................................................................7
1.4 Relationship between brand loyalty, corporate image and repeat purchasing................................8
TASK 2..........................................................................................................................................................9
2.1 Different types of market research techniques.................................................................................9
2.2 Sources of secondary data to achieve marketing research objectives.............................................10
2.3 Validity and reliability of market research findings..........................................................................11
TASK 3........................................................................................................................................................15
3.1 Market size trends within a selected market...................................................................................15
3.2 Competitor analysis.........................................................................................................................16
3.3 Organization’s opportunities and threats for a given product or service........................................18
TASK 4........................................................................................................................................................20
4.1 Techniques of assessing customer response...................................................................................20
4.2 Customer satisfaction survey...........................................................................................................21
4.3 Success of a completed survey........................................................................................................24
CONCLUSION.........................................................................................................................................25
REFERENCE................................................................................................................................................27

INTRODUCTION
Purchasing decision making of the consumer in today’s market is very much influenced
by the organization and their marketing strategies. It is seen that market is flooded with the
different number of market player operating their business channel at their different market
share. Consumer is deemed to be a kind of the market because industries sustainability is
influenced by the consumer to the extent. Consumer in order to protect their right and for making
a right choice of action in buying a certain goods, product and services has to use different
vigilant tools which are available in market. There are number of marketing plans made by
organization in order to develop their product and enhance marketing image of the organization
in consumers mind. Today’s fast moving economy and present technology has made consumers
very sophisticated and judgmental towards the services they avail and product they purchase. As
of now it is find that if any organization wants to sustain its product credibility and sustainability
then it has to offer certain degree of quality of products and services. There are two different
marketing plans which could be used by the organization in order to attract consumers in the
market. - cost differentiation leadership in market and product differentiation leadership. With
the help of this small summary we could say that consumer is put in the dominant position and
he has to take decision as per its choice.
TASK 1
1.1 Main stages of the purchase decision making process
In order to understand the consumer behavior it is understood that consumer behavior is
very much flexible in making good choice of action. There are no certain stages in deciding what
will consumer do at certain point of time. But many economist and predictor have come to the
horizontal decision that consumer behavior to purchase goods and service goes through certain
five stages (Kumar, 2012)
 Recognize the need of the purchasing goods and services- Most of the consumers go
for shopping or visit shop only when they have a need to buy that certain product and
services. It is the need which makes them lucrative toward the certain products and
services. In order to encounter or predict the consumer behavior organization needs to
understand the primary stage of need and then need to make other following stepsisters

just suppose that a consumer is run out of sugar in his kitchen then he needs to go the
store and buy certain item.
 Search procedure- it is the customer who makes choice and take course of action to
satisfy his needs. It is understand that Consumer in order to get best out of given option
takes looks everywhere with the options available for him. Now a day with the different
searching tools consumers takes aid of different search engine help.
 Evaluating alternatives options- This is the choice of action stage during which he
makes election out of the options given. During this process organization marketing
strategy plans and procedure play a very much important help. Consumer measures
different aspects of the product such as quality, packing material, content of the products
it’s negative and positive effect on the health and furthers more.
 Making choice of action- consumer is the person who eventually takes the step in
selecting the goods and services. This decision is completely based upon the consumer
behavior and influencing strategies used by the different organization.
 Final stage to evaluate the satisfaction level- In this stage consumer evaluate the
product by consuming and using the certain products it is understand that consumer after

counting on the quality assumed that with the consumption of this product he will get the
maximum satisfaction of its need. There for organization not only focus on its marketing
strategy but also on its value chain activates which is used in the production of the goods
and services offered in the market.
1.2 Theories of buyer behavior in terms of individuals and markets
There is different theory available in market to analyse the consumer behavior and their
choice of action to purchase certain products and service. It is also understood that different
buyer have different mind set therefor in order to cater their need in the market organization has
to use different set of theory of buyer behavior. There are following theories which are described
as below-
 Generic theory to buy product- it is understood that buying need develops only when
there is certain need to satisfy. Typically buyer has to recognize its needs and action plan
to avail certain services. Let’s understand this with the help of example that a man will
need a new bike only when his older bike is broken down or he gets bored with its old
bike. The choice of action is also depended upon the brand image of the organization. If
he was satisfied with its old brand then he will not need to look for other brands
(Anisimova, T. 2016).
 Culture theory of buying behavior- Culture is the complete set of values and belief of
the person and it is very much influenced by his surrounding. A consumer likes to
purchase only those product and services which is used by their negotiable friends and
family. Average human being like to make their plans and choice of action as per other
likeness and their appreciation toward the certain product. This theory could also be used
by the organization with a view to encounter the need and demand of the product in the
market (Schmitt, B. 2012)
 External environmental theory of buying behavior- It is understand that a good
marketing strategy by the organization could influence the consumer’s action plans.
Some time situations and lack of product availability of the certain product also force
buyer to go for different complementary products and brand.

 Internal theory of buying behavior- the life style of the consumer and the way of his
living is also most important in determining the consumer behavior in particular choice of
actions. It is deemed that a buyer will not bother to go extra mile to purchase a quality of
product nor even the price could influence the purchasing behavior.
 Product diffraction- it is the process which enables organization different from the
complete market. If an origination develops core competencies in its product then it
means that he has acquired the monastic in certain segment of the market and no one
could copy its marketing strategy.

 Economic factors:- Buyer behavior tool as economic factor involves different standard
of earning level. Therefore, by focusing on earning income of consumers buyer behavior
is analyzed as per which decisions can be made related to further business operations.
 Psychological determinants:- It includes attitude, perception, thinking and behavior of
buyers regarding product values of Sainsbury. In this regard, psychological components
are analyzed for decision-making process regarding increasing efficiency of organization
at high level.
 Socio-cultural factors:- As per analyzing different social and cultural determinants of
various countries people are determined for decision making for business expansion and
enhancing service qualities of firm.
 Cost leadership in the products and services- organization has to work with the high
competition in the market. With a view to give a tough competition organization needs to
develop core competency in cost and has to develop a good quality of product at cheap
price.
Different theory and strategies will be there for the organization but what is most important in
today world to consider is that consumer can be flooded toward the certain quality of the product
at the cheap price. Organization in order to win the market has to develop a complete set of core
competency in two segments.

1.3 Factors that affect buyer behavior
Buyer behavior is very much flexible and ready to adapt toward the certain goods and
services choice available in the market. It is seen that there would be following factors which
could affect the consumers in their choice of actions. These are consisted of culture, social,
personal need, belief and attributes coupled with perception.
 Cultural- it is coupled with the consumers belief and the ways it responds toward the
certain circumstance. Basically it is the part of society and every individual is very much
influenced by the society behavior and their choice of action toward the certain products
and services. It is seen with the sample survey that individual get attracted toward the
goods, services of the certain brand which is used by their surroundings. It also consisted
with the religions, nationality and geographical products (Pousette., et., al., 2014)
 Social factors- This factor also change and influence the consumer behavior in
purchasing certain goods this factors are coupled with references group, family and
friends. It is the genuine fact that consumer is the follower of their close one and it only
buys those products and services which are mostly used by their close one in particular
market. Each person has different role and responsibilities in society and he makes his
choice as per his role in his wife let’s just suppose that one person is a waiter in the hotel
then in such case his buying behavior is very much influent by its role at the hotel.
 Personal factors- It is the fact that human being at different age and in different
circumstance has various needs and demand to cater its own personal necessary things.
Some of the personal factors which can influenced the consumer behaviors are age,
occupation, economical status, the way of life he lives and etc. It is the fact that
consumer changes its choice of action at particular certain passage of age. Lifestyle is
also very measurable term in order to understand the consumer behavior in purchasing
luxurious items and services in the market.
 Psychological factors- It is the most important factors that is used by the organization in
their marketing strategy. It is assumed that the marketing strategy work around this
factors. These are consisted of motivation perception of the consumers, beliefs and
attitudes and how organization motivates consumers toward purchasing certain goods and
services.

1.4 Relationship between brand loyalty, corporate image and repeat purchasing
Brand loyalty corporate image or repeat purchasing is the term which is used by the
origination in order to sell its products in the market and keeps its products different from those
of other who are falling in the same group mapping segment. It is the affirmative tool which is
very much used by the organization In order to control the consumer behavior. Brand loyalty is
the easy term of the organization credibility with their consumers it is understand that consumer
with the certain brand loyalty go for the only brand which he has chosen for himself. Brand
loyalty is generated with the gradually efforts and certain specific characteristics in the market.
Quality of goods and services are the best factors in generating a good brand image (Wells., &. II
2013)
It is understand that brand loyalty, corporate image and repeat purchasing are
interchangeable term in the business market. With the help of sustainable quality efforts helps
organization to generate a good established brand image. It is shown with symbol, logo, word,
sign or other things. There are various MNC companies who have shown the impact of brand
image in the consumers mind e.g. McDonald, G.E. capital, pizza hut and so on.
Company makes affirmative steps in generating a good brand image. It is understood that once
the brand image set it helps in creation of corporate image in the industry and then it further
leads in consumer repeating behavior of purchasing certain goods and services. This is also seen
that in order to develop a good brand image an organization needs to develop core competency in
its product and services. It is the brand image which makes consumer to repeat its purchasing
behavior and also suggests other persons to buy the certain product and services (Terblanche,
N.S. 2014).
Repeat purchasing:- It is determined that effective brand awareness leads to gain large
scale of demand for Sainsbury's products. In accordance to this, loyal consumers of entity
demand for goods and services that affects on repeat purchasing. However, it is useful to
maintain buyers' attraction towards products and remains helpful for enhancing product value
inmarket for long term sustainability efficiently. Therefore, repeat purchasing is considered as
one of the great tool for maintaining market value of organization and products effectively.
Limitations:- As per critical evaluation, it is recognized that customers' interest is
obtained only in particular field. However, it risky to face high level of competition for

presenting market position of Sainsbury's products. In accordance to this, several kinds of risks
are occurred that affects market position and sustainability time periodicity. Thus, it is required
for organization to maintain brand loyalty and attraction of customers towards products provided
by entity.
TASK 2
2.1 Different types of market research techniques
Sainsbury is the one of the biggest retailer in the U.K. and it provides services and goods
to the consumer with the object of satisfying their needs. Marketing research techniques helps in
collecting data about consumer behavior, need, perceptions, preference and their opinion for the
particular products and service associated with certain brand.
There are following research techniques which could be used by the Sainsbury in order to
understand the market and their consumer’s behaviors (Dumitru, M. 2015)
 Survey- it is consisted with the collecting data from the consumers directly. It is divided
into two parts public survey and sample survey. Public survey provides data collectively
representation the public at large and their average opinion. Whereas sample survey is
considered to be part of the limited people and part of the segment who give their opinion
with the certain choice of action. This survey is consisted with phone survey or data
collected with the help of questionnaire or online survey.
 Focus group- In these marketing research techniques particular groups is considered and
data is collected with the help of these public who are covered in particular group. In this
process different data is collected from the different group of people and then this
collected data is analyzed by the management team to understand the trends and
consumer behavior
 Personal interview- in these personal interviews consumers are asked personally to give
their opinion regard with the certain newly introduced goods and services. Sainsbury
offer their products and services to the customer at free of cost and ask them whether
these goods needs any rectification or some other changes in its product qualities.

 Observation- it is the process with the help of which Sainsbury understands consumer
behavior and their choice of action. It is consisted with the putting the CCTV camera in
stores and other places which can provides the valuable insights of the consumers and
their choice of actions. This process gives company the accurate picture of the
consumer’s usage and their habit with the particular products and services.
 Offering goods at free of cost- it is the most effective marketing research technique used
by Sainsbury in the introduction stage of its product. This has helped me organization to
understand the consumer and how they respond with the different choice of the product.
 Quantitative techniques:- Under this process, information are gathered through data
collection in numeric form. Therefore, as per identification of financial statement tools as
income statement, balance sheet and different data are useful to make planning
procedures for further business operations. In addition tot his, through this research,
analyst collects data related to customer views on product value of firm in market. Thus,
in calculating form, information are gathered for geenrating different ideas and expanding
business organization effectively.
 Qualitative research technique:- It includes collecting data in the form of summary and
reporting. On the basis of which various ideas are created for improving service qualities
of Sainsbury. Therefore, these are effective tools that affect business performance in
further yaers.
 Limitations:- It is risky to collect accurate data and analyzing all tools so effectively
therefore further business operations get impacted. However, wrong predictions on
market research and collected data are not able to implement further business operations.
In addition to this, using several tools and techniques for conducting market research is
expensive.
2.2 Sources of secondary data to achieve marketing research objectives
Researcher of the organization collects data from prepared material such as newspaper,
magazines, using social media sites and analyzing business performance. These tools generate
different ideas for incraesing efficiency of firm. However, actual market position of company is
determined through this process. Therefore, some of the main secondary marketing tools are as:-

 Reading newspaper, articles and magazines:- By reading newspaper, magazines
varieties of ideas are generated for further business operations. In addition to this, it is
useful to create innovative ideas and several implementations. Recognizing business performance:- In this system, manager of Sainsbury analyzes
financial statement tools such as profit and loss account, balance sheet and income
statement that present economic position of organization. Therefore, as per analyzing
current business performance further innovations can be created for increasing
effectiveness of firm at high level.
 Through social networking sites:- Under this process, by emailing and getting comments
on social media sites such as Facebook, Twitter actual product value is determined. Thus,
online marketing position and sustainability capacity of firm is presented by using this
tool. In accordance to this, several requirements of customers are obtained that is
valuable for further business operations effectively.
2.3 Validity and reliability of market research findings
Market research finding is the conclusion we get with the help of survey and other
marketing research program. In order to assess validity and reliability it is required to understand
its usage and terms in different market segment.

Validity of market research findings:- Researcher of the organization is conducted
survey and collects information to gain actual market position of firm. However, it is determined
that gathered data are valid and various considerations are focused. In this regard, for gaining
data from secondary data collection, for using social networking sites analyst do not try to open
up or unblock restricted sites. In accordance to this, validity and social ethics are to be
concentrated for effectiveness of market research. Moreover, various tools to establish actual
data that is useful for generating innovations and different tools for expansion of firm and
increasing efficiency of entity at high level. Thus, conducted market research is considered as
valid for further business operations (Wen and et. al., 2014).
Reliability of market research finding:- For conducting market research, analyst asked
questions to reliable respondents who are aware and familiar with Sainsbury. Therefore,
questions are asked to reliable and accurate data are determined for expansion of firm and
increasing efficiency of entity at high level. In this regard, survey is done in sampling method to
retrichment of respondents for conducting market research. Thus, it is determined that market
research founding is reliable effectively.
2.4 Marketing research plan to obtain information in a given situation