Marketing Intelligence Report: Morrison's Retail Business Strategy

This report provides a comprehensive analysis of marketing intelligence within the context of Morrison's, a major UK retail business. It begins by examining the stages of the customer purchase decision-making process, including problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. The report then explores various theories of buying behavior, such as generic and cultural theories, and evaluates the factors influencing buyer behavior, including social, cultural, personal, and psychological factors. Furthermore, the report assesses the relationship between brand loyalty, corporate image, and repeat purchasing. The second task focuses on market research, outlining objectives, techniques (primary and secondary data), and the validity and reliability of research findings. It also includes a market research plan for obtaining information. The report then delves into market trends, competitor analysis (including a SWOT analysis), and techniques for customer response evaluation. Finally, the report designs and reviews the results of a customer satisfaction survey to gather insights into customer perceptions and experiences with Morrison's.

Marketing Intelligence

Table of Contents
INTRODUCTION......................................................................................................................3
TASK 1......................................................................................................................................3
1.1 Describing the main stages of purchase decision making process...................................3
1.2 Explaining the theories of buying behavior.....................................................................4
1.3 Evaluating the factors that affect buyer behavior............................................................4
1.4 Assessing the relationship between brand loyalty, corporate image and repeat
purchasing..............................................................................................................................5
TASK 2......................................................................................................................................6
2.1 Market research objectives...............................................................................................6
2.2 Range of market research techniques...............................................................................6
2.3 Secondary data to achieve market research objectives....................................................7
2.4 Validity and reliability of marketing research findings...................................................7
2.5 Market research plan to obtain information.....................................................................8
TASK 3......................................................................................................................................8
3.1 Market size trends within the market...............................................................................9
3.2 Key competitors for Morrison..........................................................................................9
3.3 SWOT analysis.................................................................................................................9
TASK 4....................................................................................................................................11
4.1 Evaluating the techniques of customer response...........................................................11
4.2 Designing and completing a customer satisfaction survey............................................11
4.3 Reviewing the success of survey....................................................................................13
CONCLUSION........................................................................................................................13
REFERENCES.........................................................................................................................14

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

microwave for fulfilling its daily needs.
Information search At this stage, individual makes assessment of
the retailer from which they need to make
purchase of product (Ratten, 2016). For
example: Customers assess that Morrison,
Sainsbury and other retailers which offer
microwave to the customers.
Evaluation of alternatives In this stage, customers make evaluation of
several alternatives which are available to
them in terms of several brands.
Purchasing decision Once evaluation of alternatives have been
done thereafter individual takes purchasing
decision of microwave (Jensen and et.al.,
2016).
Post-purchase evaluation At the last stage, customers assess the extent
to which they are satisfies from product
quality and services offered by Morrison Plc.
1.2 Explaining the theories of buying behavior
Generic theory of buying behavior: According to such theory customers purchasing
decision starts from problem recognition and ends with post-purchase evaluation. On the
basis of this aspect, it can be stated that customers follow specific process while taking
decision about purchasing of products or services (Huhmann and et.al., 2016). By going
through from specific process customer take decision in relation making purchase of
products or services.
Cultural theory of buying behavior: This theory entails that culture, attitude, beliefs,
value, social class, friendship group and family from which individual belongs has major
impact on their buying behavior. Along with this, such theory entails that disposable income
of individual is major factors that influences buying behavior of customers (Wang, 2016).
Moreover, customers present to spend high on luxurious and quality products when their
income level is high and vice versa. In this way, all the above mentioned aspects have high
level of impact on the decision making aspect of customers.

1.3 Evaluating the factors that affect buyer behavior
Social, cultural, personal and psychological are the main factors that closely
influences buyers behavior is as follows:
Social factors Cultural factors Personal factors Psychological
factors
Reference group such
as friends and family
members closely
influence the
decision making
aspect of customers.
Moreover,
individuals take
suggestion from their
loved one while
taking decision about
purchasing of retail
products etc (Kumar,
2016).
Culture, sub culture
and social class have
major impact on
customer’s decision.
For instance: British
people prefer to take
packed food. Hence,
such culture places
high level of
emphasis on
purchasing of
microwave.
Occupation and
lifestyle is the main
personal factors that
influence the
purchasing decision
of individual. Hence,
customers consider
both income level
and their lifestyle
while making
selection of product.
It includes
motivation., attitude,
beliefs and learning
are the main factors
which individual
considers at the time
of decision making.
1.4 Assessing the relationship between brand loyalty, corporate image and repeat purchasing
From investigation it has been assessed that high level of relationship takes place
between brand loyalty, corporate image and repeat purchasing. Brand loyalty is the measure
which presents the extent to which customers are highly associated with the specific product
or brand. On the basis of this aspect, loyalty is when customers are attached with specific
brand whether they purchase product or not (Bradley, Hope and Pickett, 2016). Thus, brand
loyalty converts into repeat purchase only when customers of Morrison identify the need of
purchasing retail product.
Along with, corporate image is another major factor that affects both brand loyalty
and repeat purchasing of customers as well. Corporate image may be defined as a manner in
which business unit presents it front of the customers. Thus, it clearly presents the company’s

image and value in the eye of people (Albrecht and et.al., 2016). For instance: Morrison has
built its effectual image in the mind of customers by offering high quality products at
discount or affordable prices. Hence, by taking into consideration all such aspects it can be
said that corporate image, brand loyalty and repeat purchase are highly associated with each
other.
TASK 2
2.1 Market research objectives
Market research helps in carrying out the information to identify the needs and wants
of customers. Main aim of marketing research objectives is to assess the requirements of
customers regarding products or services and then provide them the same so that sales and
profitability of firm in market. Further, it also helps in undertaking effective strategies so that
Morrison where firm aims to identify the needs of customers and attain satisfaction (Amyx,
D., Bhuian and Shows, 2016). Moreover, there are different market research objectives that
need to be identified by Morrison employees so that it can be delivered to end customers.
Through following different objectives it helps business to undertake effective strategy and
fulfill the objective of satisfying the needs of customers. Following are the different
marketing research objectives of Morrison such as-
 Main objective of Morrison is to carry out market research in regard to collect data
regarding potential customer base who wants to purchase products from Morrison.
Thus, management needs to undertake effective strategy in regard to undertake
product development so that best results can be attained (Arli and et. al., 2016).
 Another objective is to identify the purchase behavior so that decision could be made
regarding buying the goods.
2.2 Range of market research techniques
There are different market research techniques such as primary and secondary that
helps in identifying the needs and wants of customers. Through using such market research
objectives it helps Morrison to assess the customer requirements and thus achieve desired
results. In order to attain desired goals and objectives it helps in conducting proper market
research. Firstly, primary market research carries out for the first time and thus requires lot of
time and resources (Arnett and Wittmann, 2014). While, secondary data research technique
helps Morrison to use the data or information which is already available and thus use the

information to carry out the research regarding needs and wants of customers. There are
different sources used such as online articles, journals, publications and government reports
etc. In addition to this, using market research techniques helps in using group interviews so
that customers can be directly contacted in order to obtain desired information. Using
secondary data sources helps in maintaining records such as profit and loss statement, balance
sheet and government reports etc. through carrying out both qualitative and quantitative
study. Thus, using such market research objectives helps in obtaining the information
regarding customer needs and wants so that satisfaction can be attained (Brewster, Brookes
and Gollan, 2015).
2.3 Secondary data to achieve market research objectives
Carrying out secondary data collection helps in obtaining the information using
different secondary sources such as government reports, journals and online publications etc.
Thus, Morrison requires to invest specific funds in order to carry out market research.
Following are the market research objectives obtained by Morrison such as-
 Government sources- It provides information regarding customers needs and wants so
that research carried out by government could be used further in order to use the same
so that best results can be carried out. Further, Morrison utilizes government sources
in terms of obtaining effective knowledge and thus helps in satisfying the needs of
potential customers (Carbery, Gunnigle and Morley, 2015).
 Public sources- Further, it is another source of collecting secondary data and thus
helps cited firm to attain market research objectives. Thus, it helps in using different
research materials and reports so that public sources could be used in regard to
identify the knowledge regarding retail industry (Dries, 2013).
 Reports of various businesses- Such secondary sources of data collection helps in
collecting information regarding different other similar businesses and identifies the
competition within the market as well as assess the needs of potential customers so
that best results can be attained (Vanhala and Stavrou, 2013).
2.4 Validity and reliability of marketing research findings
It is essential for business to identify the validity and reliability of market research
findings so that significant information could be collected in order to attain desired success.
Also, in order to identify the validity of the study it assesses that who collects the data, how it
is collected and several other things. Thus, it helps in measuring the validity of the marketing

research findings as compared to other research study (Cardinale, Nguyen and Melewar,
2016). Further, in order to ensure that valid set of study is required to be identified in terms of
assess the authentic sources of information and thus utilize the data so that set objectives can
be attained. For instance, Morrison uses valid data collection methods which help in utilizing
the sources so that best results can be attained. Further, reliability is another internal part that
helps in assessing that the data needs to be collected through reliable sources so that
significant information could be collected. For instance, carrying out survey aims to
undertake effective results and thus obtain market research findings regarding products or
services delivered by Morrison. Thus, it is essential for scholar to carry out effective study so
that reliability can be verified in terms of collecting required set of information and thus
investigates the sources so that best information could be delivered to consumers (Catterall,
Maclaran and Stevens, 2013).
2.5 Market research plan to obtain information
Following is the market research plan for Morrison to obtain suitable information
such as-
 Basis of study- It is the first step in which assesses the main basis of the study so that
Morrison can be identify its potential market in which they aim to expand the business
operations. Thus, through identifying that it helps firm to develop opportunities
regarding conducting market research and obtain crucial information so that proper
analysis needs to be done (Singh, Dash and Vashko, 2016).
 Purpose of the research- Further, it is another step in the research plan and thus
assesses the main purpose of the study so that assessing the needs and wants of
customers and enhancing market share in market (Tascioglu and Rehman, 2016).
Through carrying out market research it helps in evaluating customer responses so
that demands of clients could be fulfilled.
 Research methods and techniques- Morrison involves primary and secondary
market research methods in order to carry out the study and obtain significant
information. Thus, using interviews and government reports helps in collecting
suitable information (Guarda, 2012).
 Required time frame- It is the last step in which business aims to carry out the
market research plan within approximately one year time frame.

TASK 3
3.1 Market size trends within the market
Market size trends identify the area in which the firm operates and thus carries out the
study in order to identify the buyers and sellers of product operating within market. Morrison
identifies the market size and thus launches innovative product or service to satisfy the needs
of customers. Morrison operates in retail sector and thus provides wide range of goods and
assesses the market size trends so that target audience can be attracted towards firm (Amyx,
Bhuian and Shows, 2016). Hence, through carrying out proper market size trends it helps in
assessing the customer needs and preferences so that business produces fresh meat in order to
attract target market. Thus, identifying the market size trends helps in assessing that business
influence wide number of customers all around UK and enhance the sales and profitability of
firm in market.
3.2 Key competitors for Morrison
Main competitors of Morrison is Asda, Tesco, Sainsbury etc. and thus gives tough
competition to firm through selling quality goods at similar prices. All such competitors using
specific strategy and thus identifies the needs and wants of customers so that sales and
profitability of firm can be enhanced. Further, it is essential for firm to assess the competitive
analysis and thus evaluates the potential target base in order to improve firm’s performance in
market (Arli and et. al., 2016). Morrison sells fresh meat as compared to other rivals and
therefore it aids in utilizing the resources so that information can be collected regarding
potential clients and thus satisfies their needs. Business aims to assess the competitors
marketing and pricing strategy so that it helps them to decide the same so that specific results
can be attained. However, in regard to overcome the competitors strategy it helps Morrison to
undertake effective marketing planning and thus enhance the sales and profitability of firm in
market.
3.3 SWOT analysis
Following is the SWOT analysis of Morrison such as-
Strengths
 Morrison possess an effective supply
chain network.
 Company obtains large product range.
Weaknesses
 Company possess certain limited
geographical reach as compared to
other big retail firms.

 Morrison possess one of the top 4
supermarket chain in UK.
 Business employs over 130,000 and
around 450 stores in UK (Arnett and
Wittmann, 2014).
 Morrison is suffering from repeat
purchase of clients (Brewster,
Brookes and Gollan, 2015).
Opportunities
 Morrison could expand and grow its
market for organic products.
 Business also aims to expand in
international market (Carbery,
Gunnigle and Morley, 2015).
Threats
 Rising market share of competitors.
 Increasing costs of human resources.
Morrison obtain several opportunities such as expanding and growing the firm in
market so that organic product market can be enhanced. For instance, it identifies the
international expansion and thus introduces fresh meat to attract potential customers. While,
the threat faced by firm is increasing market share of competitors (Dries, 2013).

TASK 4
4.1 Evaluating the techniques of customer response
Post-sales survey: By conducting survey Morrison can assess the extent to which
customers are satisfied from the level of existing offering. In this regard, by including
questions about product, price, place and promotion Morrison can get information about the
views of customers. Hence, by evaluating the outcome of survey business unit can make
necessary changes in the products or services and thereby develop satisfaction among them
(Ratten, 2016). However, on the critical note, it can be said that sometimes customer do not
fill the questionnaire to a large extent. In this way, such method creates difficulty in front of
business organization in relation to making suitable decisions.
Customer’s suggestions: In the present times, company’s success is highly influenced
from the extent to which it has maintained satisfied customer base. Hence, by sending
suggestion form to customers Morrison would become able to listen the views and opinions
of customers (Jensen and et.al., 2016). Hence, by taking into consideration all such
information company can assess the product or service which it needs to implement.
4.2 Designing and completing a customer satisfaction survey
In order to assess the customers views towards fresh meat survey have been
conducted by researcher via questionnaire is enumerated below:
Demographic information
Name ……
Age….
Gender
Male ()
Female ()
Income …
Q.1 Give rating the services which are offered by Morrison?
 Excellent ()
 Better ()
 Good ()