Marketing Intelligence Report: Morrisons' Market Research Analysis

This report provides a comprehensive analysis of marketing intelligence strategies, focusing on the application of these strategies within Morrisons, a major UK retail company. The report begins by examining the main stages of the purchase decision-making process and exploring various buyer behavior theories, including cognitive dissonance and diffusion of innovation. It identifies factors affecting buyer behavior, such as cultural, social, personal, psychological, and economic influences. The report then investigates the relationship between brand loyalty, corporate image, and repeat purchasing, emphasizing their interconnectedness. Task 2 delves into market research techniques, including qualitative and quantitative approaches, and examines the use of secondary data. The report also discusses the validity and reliability of market research findings, followed by a marketing research plan. Task 3 assesses market trends and sizes, providing a competitive analysis plan and a SWOT analysis of new products and services. Finally, Task 4 explores techniques for assessing customer responses, including customer satisfaction surveys and their review. The report concludes by highlighting key findings and the overall importance of marketing intelligence in driving business success for Morrisons.

Marketing Intelligence

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
(a) Main stages of purchase decision making process................................................................1
(b) Buyer’s behaviour theory......................................................................................................2
(c) Factors which affect buyer’s behaviour.................................................................................3
(d) Relationship between brand loyalty, corporate image and repeat purchasing......................3
TASK 2............................................................................................................................................4
(a) Objectives of market research ..............................................................................................4
(b) Techniques for market research ...........................................................................................4
(c) Use of secondary data for achieve market research objectives.............................................5
(d)Validity and reliability of market research finding................................................................6
(e). Marketing Research Plan......................................................................................................6
TASK 3 ...........................................................................................................................................7
(a)Assessment of market trends and size....................................................................................7
(b) Competitive analysis plan of organization ...........................................................................7
(c) SWOT analysis of new products and services.......................................................................8
TASK 4............................................................................................................................................9
(a). Range of techniques for assessing customer responses........................................................9
b) Customers satisfaction Survey ...............................................................................................9
(c) Survey review .....................................................................................................................11
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Customers preferences and their decisions making process is highly affects company and
its operations. Through marketing intelligence company can conduct many marketing activities
which provides useful informations about customers. Choose company is Morrisons which is
reputed retails company in UK (Barrett and Weinstein, 2015). The company offering different
types of services but mainly know as for offering low cost food along with its quality. This report
will analyse of different market research which is used by entity. Further more this report will
analyse market research objectives and make evaluations of opportunities and threats in context
of entity. At, last this report will analyse validity for market research methods.
TASK 1
1.1 Main stages of purchase decision making process
Buying decision process is used by customers before consuming any product or service
of organizations. Morrison is the fourth largest chain of supermarkets in UK. Company is
launching its own online retail websites for selling its products online (Bose, 2010). For that
purpose, entity is considering main stages of purchase decision making process which assists in
giving effective services. Main stages of decision making process are as follows:
Need recognition
It is the first stage of decision making process in which consumers develop a need or
want. For satisfying that need, customers buy the product (Henley, Raffin and Caemmerer,
2011). Needs can be personal needs of buyers or family requirement for purchasing a product.
For recognition of need of consumers, Morrison conducts the market research.
Informative search
After recognition of need, consumers conduct information about product. For gathering
information, consumers use internet media or print media (Kotler and et.al., 2015). For collecting
information, organization conducts different types of data which assists them in giving reliable
information to customers.
Evaluation of alternatives
At this stage, buyer makes evaluation of different types of products or services on the
basis of their requirements (Sheth and Sisodia, 2015). Consumers make comparison in between
two products or services for satisfying their needs.

Purchase decisions
Purchase decisions are based on several factors such as price, quality and brand.
Customers will buy only those products which give them maximum level of satisfaction at
reasonable price along with good quality ( Steinberg and Greene, 2015. ).
Post purchase Evaluation
At this stage, customers make comparison in between their expectations and actual
services received through their products. This stage is critical for maintaining customers and it is
required that post purchase evaluation should be done. For retaining its customers, Morrison
does post purchase communication through its websites and social media network.
1.2 Theories of buyer behaviours
Buyer’s behaviour theory
Customers buying behaviour gives impact on the organization and its marketing
strategy.. There are many factors which are considered by customers before purchasing any
product. For understanding the consumer behaviour, Morrison uses various techniques which
assist them in fulfilling customer’s demand (Armstrong and etal., 2014). Following are the
theories of buyer’s behaviour:
Cognitive dissonance theory
This theory is based on the psychological concepts. According to this, there is always
metal stress in consumers’ minds when they hold two or more than two contradictory beliefs,
ideas and values (Nicholson and Oliphant, 2014). Buyer’s behaviour is highly affected by many
factors such as price and quality. For this purpose, Morrison always considers all factors which
affect consumer’s buying decisions. Company gives a wide range of choices to its customers and
so, dissonance is appeared.
Diffusion of innovative theory
According to this theory, consumers buying decisions affect innovation and new ideas.
The key element of diffusion theory is innovation in products. The life of products goes through
many stages such as introduction, growth, maturity and decline (Converse, 2013). By adopting
such innovation, company can increase life and maintain growth of its products. Morrison
always focuses on innovation in its products. For example: company launches its own websites
for selling its product.

1.3 Factors which affect buyer’s behaviour
There are many factors which affect the buyers of Morrison. Some of them are discussed
as below:
Cultural
These factors have a significant impact on consumer’s behaviour. Cultures includes
norms and beliefs that are existing in the society Morrison has always developed the products
according to the culture of consumers (Işık, Jones and Sidorova, 2013.). For example: in Asian
countries, buyers are highly priced sensitive so, entity charges low price there.
Social
Social factors include social norms, nationalities, religions and social status of buyers.
According to the social status, individual spends his/her money. For example: in the UK society,
people like to buy branded and high priced products (Majaro, 2013). So, the retail company can
charge higher prices for their products.
Personal
Personal factors include age, lifestyle and occupation of buyers. In the UK, young people
like to purchase products through online as compared to old age people. So, entity is targeting
more young people for selling its products.
Psychological
Psychological factors include individual's motivation, perception and attitudes.
Consumer’s psychological needs, that is, basic requirements motivate them for consuming
products or services of entity (McDonald, 2013.). According to the psychological needs, entity
develops its marketing strategy for targeting customers.
Economic factors
Individual economic status, income and its purchasing power also affect buyer’s
decisions. If purchasing power of consumers is high then he will spend more. By analysing
economic factors, Morrison decides its product’s prices.
1.4 Relationship between brand loyalty, corporate image and repeat purchasing
Brand means a type of product or service which is offered by company under a particular
name. Brand loyalty means when a consumer is loyal towards a particular product (Meissner,
2012). For buyers, it gives positive feelings and higher satisfaction for consuming similar
products of company. Corporate image means identity of company in the minds of their

customers. It may be positive or negative. Repeat purchasing refers to activity when consumers
buy a similar product or services of a particular brand. For repeat purchasing, company gives
high quality in its products.
Brand loyalty, corporate image and repeat purchasing are interrelated to each other. For
gaining its brand loyalty, Morrison conducts post purchases research and collect feedback from
their customers (Niffenegger, 2013). It assists the organization to them for developing quality
in its services. This leads to create a positive image in the eyes of customers which results in
repeat purchasing of buyers. Repeat purchasing develops brand loyalty of customers towards
entity's products. For example: Morrison offers cost effective product along with its quality
which leads to buyers for making repeat purchasing and gain brand loyalty.
TASK 2
2.1 Techniques for market research
Market research means gathering information from market. It is a key factor for the entity
that assists them for developing market strategy. It gives valuable information to company about
consumer’s behaviour and its preferences (Paliwoda. and Thomas, 2013.). Market research helps
Morrison for boosting their sales and enhancing its profitability. Main objectives of market
research are as follows:
 Identifying consumers’ needs and their preferences.
 Helps entity for gathering valuable information about consumers such as income level,
locations and customer’s preferences.
 Assists entity for developing their market strategy and estimating future needs of buyers.
 Identifying new opportunities of new area of business (Papadopoulos and Heslop, 2014).
It gives various types of data on the basis of that Morrison develop market strategy and
allocated their funds.
 Estimated cost of new products.
Market research assist to organization for identifying their potential customers and new area of
business. Morrisons company is use many techniques which provide valuable informations about
market.
Qualitative research

This market research collect data about the consumer preferences and their habits. The
research is conduct for knowing the buyers feelings and opinions about particular products and
services (Sigala, Christou and Gretzel, 2012). Effectiveness this market research Morrisons
company gather information about their customers and develop their products as according to the
buyer's preference. For conducting qualitative market research Morrisons seek to focused groups
and faced interviews.
Quantitative research
Quantitative market research is focus on numerical data. In this type of market research
different types of mathematical and statistical tools use by for conducting market research.
Examples of such types of research is surveys, site filed work and questionnaire (Vincze, 2015).
Effectiveness of this type of market research is that it gives reliable data related to industry so
they develop market strategy for future.
2.2 Use of secondary data for achieve market research objectives
Secondary data are those data which is collected by other sources such as books, journals
and internet. This data gives valuable information and also cost and time effective.
Market research objectives of Morrisons
 Identifying potential customers in UK. For gather information about the customers and preference.
Sources of secondary data assist to Market research objectives
Government agencies:
The UK government conduct many researches every year. This research is based on this
different sector such as corporate houses, economic factors and consumers preferences. By using
this sources of data Morrisons company save its time and costs (Henley, Raffin, and Caemmerer,
2013). It also gives detail information about customers and their preferences.
Universities
In UK there are several universities which conduct data which are collected for making
research theory. Morrisons company can also use such research data for achieving its objectives.
This data are give reliable and valuable information to entity (SCHOPPE, 2012). Through this
retail company develop its market strategy and identifying potential customers for business.
Research objectives

 To identifying new opportunities of new area of business (Papadopoulos and Heslop,
2014). It gives various types of data on the basis of that Morrison develop market strategy
and allocated their funds.
 To estimated cost of new products.
 To identifying consumers’ needs and their preferences.
Secondary data are collected from the external source of data. There are different types of
secondary sources available through data can be collected in successful manner. In Morrison,
following element used to carry secondary information:
Published sources: Published reports of central and state government assists to gather
relevant information that are required in the organization. In this way, statistical abstract, census
report and other published elements considered in ministries of the government. It also includes
journals, magazines and periodicals. Another published works of research institutions and
universities also take place that assists to determine relevant results.
Unpublished sources: This type of research works carried with scholars, teachers and
professional. In this way, records are maintains by the private enterprises. Records and statistical
information of various department and offices in central government, state government and
corporation can be undertaken by Morrison.
These types of data are already collected and used by someone else. They collected
information for specific purposes. It is used with specific caution. It is generally very different
for information to find out inconsistencies.
2.3 Validity and reliability of market research finding
The present study has some limitation that is no accurate information gather by the
company to attract potential customer. Validity and reliability within the survey often assumed
but a lot work is required that assists to accomplish effective results. Validity is concerned with
accuracy and measurement that is affected through survey design. There are different types of
validity survey strive for content, internal and external validity, etc. Content validity is
determines as the ability which assists to create questions reflect the issues. Internal validity
explains outcomes where organisation can research. External validity refers to extend results that
are generalized in target population. On the other hand, reliability is concerned with consistency
of the measurement which includes degree to perceive questions in survey method. Same type of

information can also be used that elicit under the same type of question which is important for
satisfy the people.
2.4 marketing research plan to obtain
Every year many companies conducting different types of market research for assessing
information about market tread and customers preferences. Through this market research entity
gathers informations about its customers (STRATEGY, 2017). However, there are certain
limitations for market research. If market researchers are not well trained then no valuable
informations is generated. The validity and relatability of data is depended on several factors.
Market research is valid only when it fulfils the objectives of market research. If market
research objectives of Morrisons company is to identifying its potential customers and new area
of business. Findings of market research is valid only when they are collected as fulfil business
objectives and give correct informations about the market (Barrett and Weinstein, 2015).
Market research finding are reliable only when it gives similar nature of results on each
situations. Relatability of data is appeared only when leads consistent results. For measuring
relatability of data Morrisons conduct data from authentic sources such as government agencies
because this data are collected by the professional and skilled employees (Bose, 2010).
Market Research Plan for Morrisons
Background: Morrisons is one of the largest supermarket chains, currently operating in the UK
sine 1899 (Kotler and 2015). The headquarters of the company is in Bradford, England. The
average amount of revenue which it generates is around 16 billion.
Rationale: The primary reason which persuaded Morrisons to undertake the present marketing
is to address the issue of fierce competition prevailing in the market.
Objectives of Research: With the assistance of this marketing research, the company intends to
recognize its precise position in the market, and also identify the potential of different market
segments.
Methodology: The research shall be undertaken by deploying qualitative and quantitative
techniques. Moreover, the specific primary techniques of Surveys and Questionnaire and
secondary techniques of sales figure and inventory records shall also be deployed.
Data Analysis: The exploratory analysis shall be utilized for analyzing the data so collected.

Budget: A figure of £680 shall be allocated.
Time Frame: 4 months
Month 1 Month 2 Month 3 Month 4
Creation of
Rationale
Framing of
Objectives
Collection of data
Data Analysis
TASK 3
3.1 Assessment of market trends and size
Interaction between buyers and sellers decide market size for the company. Morrisons
company is launching its own websites for selling its products. There are many companies in
retail industry which are selling its product online (Steinberg and Greene, 2015). The market
share of online ids rapidly increases due to its availability and technology. Market share of online
business in UK covers 35% of total industry. The major benefits of online business is that
customers get everything from anywhere. Entity is also got many advantages from online
business such as no geographical limited is there and make good interaction with buyers. Many
young people like to do shopping online for that Morrison is targetting to young people.
There is also hidden opportunities available in online marketing. The young people found
online shopping more interesting so there is growth opportunities available in market for
Morrisons for expanding its business (Heidt and Quazi, 2013.). The retail company can take
advantages of competitive business environment through online business however, there are
already many companies doing business online so entity need to develop different market
strategy.

3.2 Competitive analysis plan of organization
There are two main competitors exist in market of Morrison such as Tesco and ASDA.
There competitive analysis has been shown in the following manner:
Tesco store
Strengths Weaknesses
 Tesco competing in wide market in
different countries such as Europe,
South America, North America and
Asia, etc.
 Its strategy is multi format in term of
hypermarkets, supermarkets, hard
discount stores and convenience
stores.
 Highly popular private label brands
that build equity.
 Recent controversies which led in public
image.
 Weak presence in other nations.
 Finance profit level impacted in term of
bad debts and credit card arrears.
Opportunities Threats
 Rebranding champion stores with
innovative digital media.
 Entry into emerging market through
acquisition.
 Focus on private label growth
 Rising of new raw material cost.
 Maintain low cost operations
 Increasing competition from other retail
stores.
Geographical coverage: Tesco cover
international countries' boundary such as
North America and Asia.
Distribution network: They are using
different types of distribution network such as
social media, etc.
Depth of product range: They are providing
lifestyle and retail sector of product range.
Brand image: Brand images of the Tesco is
made through fulfils customers daily needs.
Reputation: Tesco has good reputation in
market.
Customer perception: Customer perception is
very innovative for Tesco products and
services.

Technological capabilities: Tesco perceives
good range of technological capabilities in
food and clothing retails.
ASDA
Strength Weaknesses
 Asda has wide range of products and
services offers.
 It is amazing marketing campaigns.
 Constant touch with its customers in
social networking such as feedback,
conduct competition, etc.
 Asda has limited global presence
 In few nations' entry is restricted.
 Fear of competition of local vendors.
Opportunities Threats
 Expanding in new areas of jewellery
and photo department.
 Venturing in different market that are
growing such as China, etc.
 Price war in retail chain brand.
 Pressure to maintains low price.
 Changing policies in central
government.
Geographical coverage: Asda is covering
various part of country to operate their
functions and operations.
Distribution network: They are using
different types of distribution network such as
Facebook, You tube, etc.
Depth of product range: They are providing
lifestyle and retail sector of product range.
Technological capabilities: There are
different range of products are provided by
company to attract customer.
Brand image: They are always connected with
hard pressed and moderate means.
Reputation: Majority of married people are
targeted by Asda which create effective results
at workplace.
Customer perception: Customer perception is
that it is the cheapest destination ahead from
the Tesco.