Marketing Intelligence Report: John Lewis Company Analysis

This report delves into the realm of marketing intelligence, examining the critical aspects of customer behavior and the purchase decision-making process. It explores the various stages customers go through when buying products and services, including problem recognition, information search, data evaluation, decision-making, and post-purchase behavior. The report also investigates buying behavior theories and models, such as the product adoption process, and identifies the components that influence customer buying behavior, including cultural, social, and personal factors. Furthermore, it discusses repeat purchasing, brand loyalty, and corporate image, highlighting their interrelationships. The report also outlines the objectives and techniques of market research, including qualitative and quantitative methods, and addresses the validity and reliability of findings, using the John Lewis Company as a practical example. Finally, the report touches upon the importance of customer response and evaluation techniques.

MARKETING INTELLIGENCE

Table of Contents

INTRODUCTION
In every business organization, various kinds of information are collected related to business
activities and analyze that data in order to fulfill the aim of taking right decision regarding
pricing, market development, business expansion etc. In order to get success in the competitive
market, organization have to adopt some concepts of marketing intelligence .In this manner,
manager gather information about the business environment and conduct business operation
accordingly (Li and Li, 2011). By this, company can able to sustain in the competitive market
and gain effective success. Marketing intelligence concept is related to collect information from
various sources , analysis that data and breaking information into the several subset in order to
get desired purpose of organization. Marketing intelligence is the aspect through which
corporation contributes such efforts which distinct from its rivals. With assistance of the
marketing strategies and important decision, manager of firm develop planning to gain effective
outcome from the business environment. In this project report various stages of purchase
decision making process has been addressed. In addition to this, various components which
affect the buyers behavior at the time of purchasing has also discussed. Furthermore, a range of
marketing research techniques and their evaluation has also studied with respect of John Lewis
Company. The major objective of this report is to understand the marketing intelligence concept
and also determine buyers behavior and purchase decision making process.
TASK 1
a) Various phases of the decision making of purchase
Individual behaviour is very sensitive and complex which may affected by various kinds of
components very quickly. At the time of purchasing product and services in the market,
individual survive from various stages and he affected by various kinds of components. In the
customer purchasing process, customer mostly varies from various stages under which they takes
various kinds of decision and determine various things related to product and services.
Following are some stage of customer purchasing under which customer takes various decisions-
Problem recognition-It is the first and important stage of the purchasing product and services.
Under this stage customer feels that something missing in their life and they required something
to purchase for getting effective satisfaction. After realised that they want something in their life
then they identify the effective product and services for their use. In the context of John Lewis,
company identify the needs and wants of the customer in the demographic and geographic basis
and discover the need and wants of the customer of the particular segment. This the major stage
in the purchasing decision under which customer determine their needs and wants about the
particular product and services.
Information search- Once the requirement are recognised than in the second stable, individual
start to estimate those alternative options that can able to meet his demand. For this purpose, they

discuses with families and friends and search on the internet. In addition to this they can also
take help from their past experience.
Data evaluation-If customer has found that what will satisfy his requirement then he start to
search for best deal. In this stage, customer analysis the information about the product quality,
prices, features and branding.
Figure 1Consumer decision making process
Source: Li and Li, 2011
Decision- After evaluates and analyse the information about the particular product and services,
in the next stage customer decides to purchase that product and services. However it is risky the
decision of purchasing in the future and it can be said that product is effective for future or not.
Post purchase decision- Once the customer purchase the product and repeat it again in the future
and promote it in front of friends and family member is known as the post purchase decision. It
significant to know that whether the product or service satisfy their requirement or not. The
company brand loyalty can lead by the customer post purchase decision.

b) Various buying behaviour theories and models
The product adoption process
The following model assist to the John Lewis in order to understand the perception and choice
of customers for a particular product and services and get the success in the market. In this model
contains the following five stages –
Product Awareness-In this stage, corporation makes efforts to generate awareness of product and
services in the mind of target customer (Haverila and Ashill, 2011). In this manner, company
uses effective marketing campaigning, video, lading pages, images, social channels etc. With
assistance of these sources, firm raise awareness in the target customers.
Figure 2 Product Adoption process
Source: Mitic and Kapoulas, 2012
Product interest-In this stage, customer are ready to learn about the product and services./With
help of this stage, customer can access more information about the product by use of social
media, video, blogs, white paper etc.
Product evaluation In this stage, customer compare and examine the product and services and
evaluate their usefulness. With assistance of this stage, John Lewis can make improvement in the
existing product and services.
Product Trial- Product trail is a process under which customer check the sample of the product
for the final purchase and future use. It defines that customer examining the particular product
and services and check their reliability and effectiveness so as they can purchase the same
product in the future.(Henley, Raffin and Caemmerer, 2011).

Product adoption-It is a final stage under which customer takes final decision to purchase
particular product and services of cited organisation. In this stage, company requires to ensure
that deliver goods meet the expectation of target customers in the market.
c) Components which can influence the customer buying behaviour
Customer behaviour is very sensitive which may affected by the various components at the time
of purchasing the product and services in the market. It is the study of how group, individual or a
company select and buy of a particular commodity in the market. There are various kinds of
customer such as B2B, B2C, C2B, C2C etc. There are various kinds of components which can
affect the customer purchase decisions. These components are as follows-
 Cultural-The culture refers to the individual beliefs, thoughts, living standards etc. This
component affect customer purchase decision for example a well cultured person p[refer
to buy a highly branded and quality product.
 Social- This component is related to the reference group like family, friends etc. At the
time of purchasing, individual most like top purchaser those product which is promoted
by their favourite celebrities. Personal- In this includes individual personal conditions like occupation, living standards,
financial condition etc. At the time of purchasing, individual economic condition and life
style most affect them (J. Trainor, T. Krush and Agnihotri, 2013). For instance low
economic status not allow him to purchase high branded products.
Factors affecting organizational buyers:
Organizational buyer are those who purchase the product and services in order to survive
their business activities and function. At the time of purchase the business product and
services, organizational buyer may affected by the various factors which are as follows-
 Environmental- In this various factor can affect organizational buyers like political,
technological, social, legal and environment.
 Organizational- According to the company policy, strategy, objective, process and
culture, business enterprise have to take the decision of buying of products.
d)Explanation about the repeat purchasing, brand loyalty and corporate image
Brand loyalty – Brand loyalty defines by the process when a person trust on a particular brand
and continuous purchase products of the same brand again and again.
Repeat purchasing: When a client buys same commodity or a same brand again and again is
known as repeat purchasing. In other word it can be said that a customer buys same brand that
swaps the previous purchase which is already customer.
Corporate image- Corporate image can be developed according to the number of purchasing of
product and services from the company and it defines that how many customer likes the

particular product and services. If customer repeated purchase the same product and services
from the same company that mean they like most of that company and this thing can develop the
brand image of the organization
Relationship between three terms: These mentioned terms are closed and linked with each other.
For instance, John Lewis have to adopt effective marketing techniques and strategy in order to
attract the large number of customer toward the product and services. This will improve and
develop effective corporate image and if customer fully satisfied from that product and services
then they will purchase product and services again and again (Cacciolatti and Fearne, 2013). This
will improve the brand loyalty and corporate image so it can be said that these all term have
interconnected and relationship with each other.
TASK 2
A Objective of market research
John Lewis is the world largest for retail outlet in the world which delivers a high quality clothes
products. The market research of cited venture have following objectives-
 The major objective of the research is to identify the opinion and view of the customer
related to new shoe range of the John Lewis.
 To research the customer gratification level related to the new shoe extent of the John
Lewis.
b)Techniques of market reserch
In order to conduct market research, qualitative and quantitative techniques can be used by the
John Lewis. Techniques effectiveness an usefulness are as follows-
Quantitative technique- In this market research, John Lewis can take the various source of
research like questionnaire, personal interview, surveys etc (Brooks and Simkin, 2012). With the
help of these techniques, company can analyse the market condition by use of facts, statistical
figures etc.
Qualitative technique- This market research technique assist cited venture in order to collect
data from the various customer opinion related to the new shoe range.this manner, company
conduct personal interview, observation, focus group in order to gather data about customer
opinion.
Secondary data is another major tool and technique of the data collection under which
researcher can gathered the information from the various secondary sources such as financial
statement, government report, journals, books, trade association etc. The major advantage of
secondary data is that company can easily estimate the various complaints and review of the
product and also they can consider their purchasing level (Ayub, Adeel, Muhammad, and

Hanan, 2013). This sources is reliable and valid over a period of time and this can referred by
a person for his study. John Lewis can use secondary data in order to consider the sales and
profit statement. Cited venture can referred some other secondary sources such as articles,
books, journals, government sources etc.
d) validity and reliability of findings
In order to analyse and assess the gathered data from the research, investigator can use the
rest tested method under which collected data can be analysed in the systematic manner.
With help of this technique, firm can bale to attain the objective of market research in an
appropriate manner. In this manner, gathered information from the secondary sources can be
considered in the 2010 year.
e) Research planning
In order to analyse and obtain the information about the customer satisfaction level about
new launched shoe range, John Lewis has developed a market research plan which is a
follows-
Activities/ Duration in week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Select an appropriate topic of
research
Develop plan of research
Establish market plan and
objective
Literature review
Organize RM
Conduct research of market
Gathered the information
Analyses the information
Conclusion and
recommendations

Report finally submit
TASK 3
a) Market trends assessment with context of John Lewis
According to the secondary investigation it has founded that John Lewis has launching a new
shoe range for males for the age of 18 to 50 year old. In this manner, in the UK market there has
broad market and growth of the footwear industry. There are various big company which deliver
high quality of footwear to the customer in the UK market so cited venture have very high level
competition. Along with changing customer life style and fashion trend, customer desires the
most innovative and attractive design in the footwear (Al-allak, 2010). This has made impact on
the UK footwear manufacture and it has completely changed the face of favorable sector.
According to the market research it has founded that there is total revenue of footwear industry is
about £5.2 bn with 1.9% growth rate. This is very beneficial for the cited venture to launch new
show in the UK market.
b)Key forces of cited venture
Competitor analysis is the effective method to analyse the performance of rivals in the
market. In the context of John Lewis there are various rivals such as ASDA, Marks & Spencer,
Tommy Hilfiger, Sainsbury etc. These all competitor have vary tough competition with John
Lewis but still said company is performing very good in the market as it deliver high quality of
customer product and services (Papatya and Papatya, 2011). In order to analyse the competition
in the market, four prim components has considered that is purpose, strategy, assumptions,
resources and capabilities. From the analysis it has ascertained that John Lewis has create
commodity sale and revenue after the sales of various products and services as compare to its
competitors. It has effective developed its won effective goodwill in the mind of customer and
gain strong position in market examine with its competitors
c) Opportunity and threats
With the help of SWOT model, John Lewis opportunities and threats can ascertained which are
as follows-
Opportunities Threats
 Opportunity to become the number one
retail outlet in the world by render high
quality of product and services.
 To introduce the new shoes range at the
 It have very high level competition in
the footwear industry at global level
 It have required more finance to launch
new business product in the market.

global level with help of effective
marketing strategies and intelligence.
 Opportunity to expand its business
operation at global level and gain
highest profitability and market share in
the retail industry.
 Continuous changing technological
development is major threat for
company.
 Regular changing customer demand and
preferences about footwear is major
threat for said company.
TASK 4
a) Techniques of customer response and evaluation
Product placement- It is the most effective tool to identify customer responses under which
company can compare the past and present sales of footwear products. With the help of this
technique firm can discover out whether the buyer buy new commodity or not in the upcoming
(Rahbar and Abdul Wahid, 2011).
Post sales survey- With assistance of this technique, company can easily analyse the past and
present demand of product and services. It assess the actual figure of expected and actual sales of
footwear. The difference of them aid the company to identify actual demand of new shoe
products in the market.
b)Customer satisfaction survey
The primary data is that data which can gathered by company with help of customer
survey, questionnaire, interview etc. In the context of John Lewis, company can identify the
actual customer satisfaction level after using the new launched shoe product with the help of
customer survey. Following question can asked by company in the customer survey-
Customer information
Name: ______________________
Occupation: __________________
1. What is your age
 20 to 30 year
 35 to 45 year
 55 above
2. From how many times you purchase the product and services from the John Lewis?
 Within a month

 Within two months
 Within five months
 From one year
3.From which channels you read the message of the product and services?
 From the social media
 From newspaper
 from radio
 From magazines
4. John Lewis new shoes satisfied you expectation
 Yes
 No
5. Which characteristics you mostly attracted to you toward the new show range?
 Prices
 Quality
 features
 Looking
6. Will you purchase the product of new shoes from the John Lewis?
 Yes
 No
7.Kindly provide the recommendation for the new product range of the John Lewis?
______________________________________________________________________________
c)Success of survay
As per the collected data or information by conducting customer survey related to new
launched shoe product it has been ascertained that customers are highly satisfied by the said
product. All participants has successfully filled the information in the questionnaire. On the basis
of the review of the success of the completed survey has stated that researcher has effectively
understood key component which influence customer buying behaviour (Shani and
Chalasani,2013). On the other hand researcher has founded that customers are more attracted
toward shoe quality and attractive style. It has suggested that corporation should improve its
promotional strategy and sell its product by online channels. This will aid to attain the desired
outcomes in the future.

CONCLUSION
In order to get effective happening in the competitive market, corporation have to adopt
the effective marketing strategy and intelligence. From this project study it has ended that John
Lewis have very large number of rivals in the footwear industry so it requires to use more
effective marketing strategy. Company is going to launch new shoe range so market research is
very essential method to get success in the market. It has also concluded that customer buying
behaviour largely affected by their personal, social factors so company needs to consider them.
In addition to this, with the help of effective marketing plan the said corporation can effectively
survive in the competitive market.