Marketing Intelligence Report: Primark Market Analysis - Semester 1

This report provides a comprehensive analysis of Primark's marketing intelligence, focusing on customer behavior and market research. It begins by exploring the stages of the purchase decision-making process and various buyer behavior theories, along with factors influencing consumer behavior. The report then delves into market research objectives, techniques, and the utilization of secondary data, including validity and reliability considerations. A significant portion is dedicated to analyzing Primark's market size, competitive landscape, and a SWOT analysis to assess its strengths, weaknesses, opportunities, and threats. Finally, the report examines techniques used to assess customer response, including a customer satisfaction survey, and evaluates the survey's success. The report concludes with an overview of brand loyalty, corporate image, and repeat purchasing, providing valuable insights into Primark's marketing strategies and customer relationships.

Marketing Intelligence

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
a) Stages of purchase decision making process...........................................................................4
b) Buyer behavior theories...........................................................................................................4
c) Factors that may affect behavior of buyer...............................................................................5
TASK 2............................................................................................................................................6
a) Market research objectives......................................................................................................6
b) Market research techniques.....................................................................................................7
c) Secondary data findings...........................................................................................................7
d) Validity and reliability of research findings............................................................................8
e) Market research plan................................................................................................................8
TASK 3............................................................................................................................................9
a) Market size trends in which Primark operates.........................................................................9
b) Competitors of Primark and competitive analysis.................................................................10
c) SWOT analysis......................................................................................................................10
TASK 4..........................................................................................................................................11
a) Range of techniques used to assess customer response.........................................................11
b) Customer satisfaction survey.................................................................................................12
c) Success of completed survey.................................................................................................14
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing is considered as the concept that helps in promoting and selling products or
services among target market. Further, marketing intelligence involves the information of every
single day in relation to company’s market which is collected in order to make accurate and
reliable decision making (McQuilken and et. al., 2016). It also helps in determining marketing
penetration, development and opportunity in order to attain desired results. In the present study,
Primark organization has been selected which helps in exploring the behavior and decision
making process of their customers. It is the subsidiary of Associated British Foods Company to
manufacture fashion clothing and set affordable prices to influence customers and enhance the
sales of firm. Study identifies the marketing research process and identifies the significance of
different types of information.
TASK 1
a) Stages of purchase decision making process
Purchase decision making process involves several stages which helps in identifying the
needs and wants of customers.
Need recognition- Thus, it is the first stage of decision making process. However, at certain
times, buyers purchases the product and does not identifies its sources that from where the
product originally comes from. Hence, it is essential for Primark consumers to assess that
whether their needs and justified by the delivered products or not (Amyx, Bhuian and Shows,
2016). Hence, consumer needs to make purchase decision regarding buying fashionable clothes
from Primark or not.
Information search- Here, purchaser collects the crucial information regarding the market from
where they can collect suitable information.
Evaluation of alternatives- Further, next stage in purchase decision making process is to match
the product with its value for money. Thus, if the product is matches the needs of consumers than
they aim to purchase the same and it enhances the sales of Primark.
Purchase decision- At the end, it is essential for consumers to finalize the products they want to
buy and thus make appropriate decision.
Post purchase evaluation- Here, buyer evaluates the purchased products later and identify its
usage and benefits.

b) Buyer behavior theories
It involves different buyer behavior theories such as generic, cultural and environmental
theory. All such theories aim to make effective purchase decision making process within buyers
and improve the sales of clothing within Primark. It also aims to assess the needs of customers
and then make buying behavior so that profit margin of firm enhances. For instance, within
Primark it adopts cultural theory and identifies the behavior of buyers in relation to purchase the
clothing products (Tascioglu and Rehman, 2016). Hence, it is significant for firm to enhance the
sales and profit margin in market. Implementing such buyer behavior theories assists in leading
towards success and failure of product. Marketing team of Primark is required to identify the
needs of individual and market so that appropriate strategy could be assessed and attain success.
Primark uses cultural and environmental buyer behavior theory and assesses that the needs of
buyer regarding purchasing the product. Hence, it is essential for buyer to identify their needs of
the particular product and purchase the same so that desired results can be attained. However, as
per the cultural theory it is essential for Primark to produce goods as per the cultural of
consumers and thus assess their needs. While, environmental aspect identifies that Primark aims
to assess the environment and then produce goods so that market share can be enhanced.
Moreover, Primark has been also working on the diffusion and innovation theory to influence the
buying behavior of consumers in respect to the products of the company. Lastly, Primark also
employs Stimulus- response model on the basis of which the company predicts the quantitative
response which are made by the consumer to quantitative stimulus.
c) Factors that may affect behavior of buyer
There are various factors that affect the behavior of buyers such as personal, social,
cultural, economic and psychological. All such factors influence the values and beliefs of buyers
in terms of purchasing the products or services from company. Thus, it is essential for Primark to
assess such factors and identify the preferences of consumers towards the product in order to
enhance the sales and profit. For instance, social factor is one of the main factor that identifies
the social trends and attitudes of buyers and affect their buying behavior towards purchasing the
clothing product (Keegan and Rowley, 2017). While, psychology is another factor that
influences the preferences and mindset of consumers in relation to buy clothing products from
Primark. It is significant for firm to identify the mindset of its buyers that what product they
prefer to buy and thus provide them the same so that their needs could be fulfilled. Primark also

aims to identify the personal factors in regard to evaluate the needs and wants of customers so
that desired results can be attained. Further, economical factors is essential for Primark to
identify before setting the price so that large number of customers can be attracted.
d) Relationship between brand loyalty, corporate image and repeat purchasing
Brand is considered as the type of product which is manufactured by the company and
thus attracts potential client to enhance sales. Brand loyalty is stated as the term that influences
buyers towards the particular brand to buy the product from there only at any cost. Primark
possess high brand loyalty within UK and attracts young customers towards firm. While,
corporate image is considered as the business image of firm. It identifies the perception of
consumers within domestic and international market and thus enhances sales and profitability of
firm in market. Primark corporate image is very high within its rivals and thus customers are
attracted towards company due to its product quality and affordable pricing (Resnick and et. al.,
2016). Repeat purchasing states that when customer is satisfied from the product quality
produced by company and thus they are ready to purchase again in future. It is terms as repeat
purchase. For instance, if Primark gives the best quality products to its customers it helps in
influencing customers towards firm and thus make repeat purchase within firm.
TASK 2
a) Market research objectives
Market research is considered as the action that aims to collect information regarding
consumers needs and wants. A prime objective behind carrying out a market research is to
collect some vital set of data in regard to acknowledge the altering preferences of the consumers
that continually tends to change with the modifying period of time. It is with reference to the
adopted strategies of Primark where they are always striving to fulfill the factual needs and
demands of their customer’s in accordance to launch trending products for them (Arnett and
Wittmann, 2014). However, there together exist varied objectives that are required to be
formulated by the marketers of Primark before carrying out the survey. It is with a fundamental
consent of referring to a directional flow of strategy where below are such pivotal objectives for
conducting a market research by Primark-
 A foremost intent behind conducting an investigation is to gather appropriate set of data
in regard to known the actual perception of consumers towards Primark. It is where a

prime understanding of fashion trends from the audience will largely assist them to build
some vital strategies of product development.
 Another purpose behind carrying out a market research will also support them to interpret
factual behavior of their consumers along with acknowledging such influential factors
that largely impact upon their purchase behavior (Fernandez-Feijoo, Romero and Ruiz,
2014).
b) Market research techniques
This is order to carry out a pivotal investigation of the market by employing two leading
tactics that are specified as primary and secondary techniques of research. Wherein, a prompt
method will largely contribute in conducting a directional study with an ultimate achievement of
its formulated goals and objectives. There are quantitative and qualitative market research
techniques which aims to improve business performance and obtain significant results so that
best information can be collected. Wherein, a primary market research is carried out by referring
to some internal resources for collecting a liable set of data that in turn assists in refining the
planned actions of the business (Lee, Lee and Lim, 2013). However, a secondary market research
in turn necessitates Primark to refer some pre-established information collected from some
extrinsic resources like books, journals an online publications, etc. Additionally, the primary
research techniques include focus group interview to directly interrogate the active participants
of the study like customers, etc. Though, the secondary techniques relate to refer some old
records of the Primark like balance sheet, P&L statements and governmental reports, etc. It is
where this type of survey depicts both qualitative and quantitative nature of study.
c) Secondary data findings
Secondary data is stated as the sources of information which has been already collected in
the past. There are different sources for collecting secondary data i.e. government records,
journals, online articles etc. This section has referred to depict the resultant facets of secondary
data collection where it can be referred to collect from several resources that do not necessitate
Primark to invest any funds or additive expenses to carry out the research. Such secondary
resources that are mostly implicated by Primark are as defined below- Public resources: This is mainly in context to refer the reports, research materials and
journals that are created by individuals and their groups and can be used as a public
source for investigating the fashion industry market.

 Government sources: This is in context to discourse upon some vital secondary sources
of data collection with secondary sources like the census report and statistical documents
created by the governmental bodies in which Primark is operating its business. These
sources depict an indispensable nature for acquiring improved set of knowledge about the
fashion industry (Pettigrew, 2014). Commercial sources: This is in context to refer some factual sheets of business that
reveals the fiscal details of the ventures like Primark along with their associated
partnerships. It together depicts any mergers and acquisition facts of Primark to gather in-
depth market statistics.
 Company records: It is reflected to be yet another secondary source to collect a liable set
of data from the respondents. In concord to which, the researcher over here will be
required to make a primary examination of Primark's earlier market researches carried out
by them in order to acknowledge their prevalent market trends.
d) Validity and reliability of research findings
It has been assessed that there are varied limitations of market research findings and thus
assess that identifying the information from market research helps in influencing the business
performance in market. Researcher aims to collect information through authentic sources and
thus gain reliable information. Validity and reliability are two pivotal terms that are required to
be considered by the investigator to carry out a study. Where, below is the description of both
these terms- Validity: It is basically in context to verify the employed techniques of research that are
being undertaken by the investigator to carry out the survey. Wherein, there exist several
measures to assure a valid set of study where the referred sources should hereby
showcase a reliable nature with authentic set of sources. It in turn confirms the cogency
of the findings where the projected research work of Primark has hereby referred a valid
set of data with no impairments in it (Catterall, Maclaran and Stevens, 2013). There
together exists two distinct type of validates namely internal and external validity. Both
are distinctly measured and has a prompt role in defining the quality of a research work.
It is where the internal validity assures less manipulation of outcomes in the research with
no contradictory results. Whereas, the external validity is being measured on the basis of
negligible generalization with more specific resultants.

 Reliability: It is yet integral part of a valid survey where at times, the collected set of data
is reliable in nature but do not possess a valid structure along with another prime consent
of referring to a valid set of data that is not reliable in nature. It is therefore important for
the researcher to conduct a balanced set of study where its reliability can be verified by
relating the gathered set of information with other analogous investigations. It is in case
one gets a less deviated result then this ensure a reliable set of research work. Also,
adopting proper technical measures is yet another prime requirement to prove a reliable
study where the researcher is required to opt for applicable tactics of investigation.
e) Market research plan
The undertaken objectives of this research are based upon the parameters of SMART
goals where it is composed of five leading constituents namely specific, measurable, achievable,
realistic and time bound. The above objectives have together reflected a specific consent behind
carrying out a market research by Primark where they are hereby intending to acknowledge the
current preferences of their users to meet out the recent market trends. Another is a measurable
component that means to evaluate the findings obtained from the carried investigation. It is
together referred to be an achievable goal with realistic assumptions obtained from the
consumers of Primark. Lastly, it is together reflected to be a time bounded objective where this
research is required to be done within a stipulated period.
It is in accordance to the predefined goals of market research that has been projected for
Primark where it involves some below outlined proposals-
Background of the study: It is on witnessing rising impulsion of technology in the global set of
market that in turn has created some vital changes in the adopted trends of fashion industry. It is
where the buyers are now-a-days giving a prior preference to qualitative products rather than
considering more about its cost (Malhotra, Birks and Wills, 2013). This is referred to be a prime
opportunity of viable evolvement for Primark where their marketers will hereby refer to conduct
a deep investigation of their both domestic and international set of markets. This is basically to
address the factual effects of such proposition in their customers.
Rationale of the study: This section is specifically to define the significant prospect of this
research that has been carried to analyze the factual preferences of the customers associated with
Primark. It is with a fundamental concern of defining the importance of this study where it will

act as a guiding base for the marketeers in Primark to know the shifting interest of the consumers
towards online transaction of goods and services.
Research purpose: It is yet another foundation of the study where Primark will hereby refer to
interpret the factual needs and demands of their consumers in order to discover the prevalent
needs and demands of their customers in relation to the technical modifications of their market.
Research methods and tools: Primark has hereby referred to include both primary and secondary
techniques of investigation with a prime support of survey, personal interviews and questionnaire
in assistance of primary research technique. Wherein, the secondary research was carried out by
gathering liable set of information from public resources.
Data analysis: A foremost methodology of qualitative analysis has been opted by the researcher
over here as a mean of analyzing the thematic context of the present study. In is basically in
accordance to the primary method of data collection with an adopted tact of questionnaire to
interrogate their factual consent towards the same.
Time period: A timeline of 1 month for conducting primary research and 1 and a half month for
carrying out secondary research has been undertaken by Primark.
Budget: An activity based costing as a considerate method has been referred by the company
over here to conduct the overall plan for researching the recent market trends.
TASK 3
a) Market size trends in which Primark operates
Market size is stated as the number of potential buyers and sellers present within the
market. It is a foremost concern of almost all organizations to carry a vigilant outlook towards
their active number of participants in the market. Primark with a similar sense of operation in
their convergent marketplace of UK should carry a requisite cognition about their factual market
size with an ease of targeting their preferences. Further, it is essential for companies to assess the
market size before launching any new product or service in region. Primark operates in fashion
clothing segment and thus identifies the market size trends so that potential customers can be
attracted towards firm in order to improve the market share of firm. Company carries out market
research in order to predetermine the needs and wants of customers so that new range of Casual
Shirts can be provided to target audience (Cardinale, Nguyen and Melewar, 2016). Such product
attracts large number of customers which involves young males within UK. Moreover, market
size identifies that Primark operates in fashion clothing in which it attracts around 40 million

customers. Thus, market size trends involve the high fashionable clothing market and influences
UK customers towards market. There are change in the taste and preferences of consumers and
thus Primark undertakes the latest design in order to implement the same to attract customers
towards company. Hence, it can be assessed that Primark operates in fashionable clothing market
and thus trends within such business changes according to time in order to improve market share
of firm (Kuester and Rauch, 2016).
b) Competitors of Primark and competitive analysis
There are different competitors available in market for giving tough competition to
Primark such as Marks and Spencer and Mulberry etc. All such businesses involves in
manufacturing clothing brand and thus influences consumers towards firm. Therefore, firm faces
tough competition in market. Following is the competitive analysis for Primark- Threat of new entrants (Low)- There is low threat of new entrants within business as it
requires huge investment and there are already several competitors present in market
which gives tough competition to Primark (Merrilees and Merrilees, 2016). It is therefore
referred to be a beneficial prospect for Primark to rigorously grow in their acquaint set of
markets like UK. Bargaining power of consumers (High)- It is high as there are different range of
competitions available from which consumers can purchase the required clothing.
Therefore, it is essential for Primark to identify the needs of its customers and provide
them the best quality goods at affordable prices (Shams, 2016). Into which, the carried
market research is apparent to assist the marketeers of Primark in acknowledging the
prevalent preferences of their consumers to offer accordant commodities to them. Bargaining power of suppliers (Low)- There are wide range of suppliers available in
market therefore businesses requires identifying the best suppliers who are delivering
quality raw materials to them. The bargaining power of the suppliers is however at a
lower level context that is yet another beneficial tact for Primark. Although, they are
continually required to maintain a strengthening relationship with them. Threat of substitute products (Low)- It assesses that substitute of clothing is not easily
available therefore, it helps Primark to produce quality clothing brand and improve brand
image in market (Arli and et. al., 2016). It is therefore at a lower level of risk where
Primark is together required to maintain the quality of their proposed goods and services.

 Threat of rivals (High)- There are wide range of competitors available which are selling
similar products such as Mulberry, Marks and Spencer etc. Thus, Primark needs to
identify the competition in market and improves profit margin in market. In addition to
which, they are also required to conduct yet another research as a mean of identifying the
adopted strategies of their contenders to implicate some better approaches than them.
c) SWOT analysis
SWOT analysis of Primark such as-
Strengths
 It possesses wide range of employees
working within Primark.
 Business involves wide range of
clothing products (Singh, Dash and
Vashko, 2016).
 There is high raise in profitability ratio.
 Primark possess low advertising costs
as promotion is done through mouth
advertising.
 Company’s sales are increasing year by
year (Rothberg and Erickson, 2017).
Opportunities
 Business continues its growth in Europe
and thus opens different stores in
several other parts of world.
 There is an opportunity with firm to
open its outlet in Middle East, India and
China (Guarda, 2012).
 Primark possess opportunity for
expanding its business in Sportswear
product.
Weaknesses
 Because of slow economic growth,
Primark faces slow decline in profit
margin.
 Apparels are outsourcing from other
manufacturing companies that increases
inconsistency in quality (Amyx, Bhuian
and Shows, 2016).
Threats
 Primark faces threat as there are varied
competitors available selling similar
products.
 Supply chain hinders due to natural
disaster (Tascioglu and Rehman, 2016).
 Company does not operate in
developing market.
Primark possess several opportunities in relation to improve its market share and enhance
profit margin of firm. It has opportunity in terms of attaining growth through expanding the
business in Europe and other emerging countries. For instance, Primark obtains opportunity to
enhance the sales of Casual Shirts in Europe, India and China. Further, business also faces

threats from its available rivals (Keegan and Rowley, 2017). Therefore, company needs to
promote its Casual Shirts in developing countries as there are various other existing competitors.
These opportunities are however backed up by its strengthening factors where its wide
range of employees are a factual ground of talent that in turn assist them to provide innovative
services to their consumers. In context to which, they are also able to produce a large variety of
products for their customers that consequently results into a profitable state of business. This is
also resulting in enhancing the sales level of Primark where they are also using a low cost mean
of advertisement that is proven as an effective measure for promotion.
TASK 4
a) Range of techniques used to assess customer response
There are different types of techniques available in order to assess customer responses
and evaluate its effectiveness such as- Face to face questionnaire- It is one of the effective techniques that helps in collecting
customer responses and thus helps respondents to give their opinions and views regarding
the topic. In such type of survey it is essential for respondents to present in the physical
form to giving responses (Resnick and et. al., 2016). It aids in collecting reliable and
accurate information so that no bias answers could be given regarding the asked
questions. Researcher of Primark undertakes such survey option in order to identify the
satisfaction level of customers and thus it involves no or little change of giving wrong or
misleading information. Sometimes, respondents might feel exhausted and give
unreliable information that affects the quality of survey. Thus, it is one of the main
disadvantage and carrying out such research. It is also a lengthy and costly process.
 Online questionnaire- Further, it is another technique through which responses are being
collected in order to gather information upon particular subject matter. Here, scholar
sends the questionnaire on the personal mail address of respondents in order to fill the
responses (Kuester and Rauch, 2016). They are informed through messaging that they
need to give their valuable responses so that data collection can be done. Sometime, the
questionnaire is also uploaded on Google Scholars for collecting responses. Main
advantage of carrying out such research saves time and cost but it lacks in reliability. As
data collected is not heavily reliable because respondents might give vague information
that would affect the results of study.

Although, on evaluating the above two techniques of face to face and online form of
questionnaire, it is evident that a face to face questionnaire is more beneficial than another
prospective measure of online questionnaire. Wherein, in face to face questionnaire, the
audiences are more clear to the company conducting the research where the researchers can
directly interrogate them. It is however referred to be a quite expensive measure as compared to
another tact of online questionnaire with dubious participants that represents to be an affordable
mean of investigation.
b) Customer satisfaction survey
Here, developing customer satisfaction survey aims to develop responses in terms of
using the questionnaire surveymonkey.com and obtaining around 30 respondents in order to
identify their satisfaction level. Following is the customer satisfaction survey within Primark
such as-
Questionnaire
Name
Age
Occupation
 Employee
 Self employed
 House maker
 Student
Which brand is mainly preferred by you while purchasing clothing products?
 Marks and Spencer
 Mulberry
 Primark
 Other
What factors mainly influence you to purchase products from Primark?
 Quality
 Durability
 Price
 Fashionable
Mainly which clothing product do you prefer to purchase from Primark?

 Suit
 Blazer
 Casual Shirt
 Denim
 Shoes
Do you get attracted towards fashionable clothing products of Primark?
 Yes
 No
Do you think that employees of Primark deliver better quality services to clients?
 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree
Do you think that Primark does not need promotional advertising?
 Yes
 No
Which promotion strategy is being used by Primark?
 TV advertisement
 Social media promotion
 Banner advertising
 Other
Do you think customer satisfaction enhances the brand image of firm in market?
 Yes
 No
Please specify the rating you would like to give to Primark products?
 Excellent
 Very good
 Good
 Average
 Poor

Recommend ways through which customer satisfaction within Primark can be enhanced?
______________________________________________________________________________
______________________________________________________________________________
c) Success of completed survey
Through carrying out questionnaire it helps in assessing the success of survey and
identifying the satisfaction level of customers. It is essential for assessing the number of
customers involved within survey and helps in responding towards the survey. Through carrying
out survey it helps in identifying the satisfaction level of customers in order to produce Casual
Shirts towards customers. Thus, questionnaire identifies the reliability and validity of the survey
and provides best information to customers (Arli and et. al., 2016). It involves various
respondents involved in giving responses and thus makes the survey completion. Questionnaire
involves both open and close ended questions in order to collect responses from customers.
Researcher needs to prepare effective questionnaire which should not involve any bias or
confusing question. While, it is essential for them to make direct and clear questions so that
respondents can answer them quickly. There are fairly 30 respondents undertaken in order to
obtain accurate and reliable information. Also, it helps in providing significant information so
that satisfaction among customers can be attained. Hence, it is essential for researcher to
complete the survey and measure its success so that best results can be attained. On the basis of
these ascertainment it can be stated that the survey was able to produce moderately satisfactory
results or findings, in respect to the aims and objectives. The researcher has been able to
specifically appraise itself of the effectiveness with which Primark has been able to assess the
customer response through application of different techniques. Moreover, impact of promotional
strategies of Primark and the overall popularity of the brand has also been determined by
conducting the survey.
CONCLUSION
It can be articulated from the study that Primark identifies the buying behavior of its
customers in order to assess their needs regarding purchasing the products or services. Carrying
out proper questionnaire assists in identifying the responses in order to attain customer
satisfaction within business. It involves different open and close ended questions. Primark
introduces Casual Shirts for its customers and thus enhance the market share of firm. Moreover,

management of Primark carries out effective market research and identify the trends of market
size and introduce new range of products or services so that set results can be attained.

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