Marketing Intelligence Report: Stages, Factors, and Techniques

This report provides a comprehensive analysis of marketing intelligence, focusing on the case study of ASOS, a prominent UK-based online fashion retailer. The report delves into the stages of the purchase decision-making process, exploring factors influencing buyer behavior, including cultural, social, personal, psychological, and economic factors. It examines various theories of buyer behavior, such as the rational model and the diffusion of innovation theory. The report also investigates the relationship between brand loyalty, corporate image, and repeat purchasing. Furthermore, the report discusses different market research techniques, including qualitative and quantitative data research, and explores the use of secondary data sources. The report covers competitor analysis, market trends, and assesses customer response through surveys, ultimately aiming to provide insights for effective marketing strategies and decision-making within the company.

Marketing Intelligence

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Stages of purchase decision making process....................................................................3
1.2 Theories of buyer behaviours in terms of individuals......................................................4
1.3 Factors which affects buyer behaviour.............................................................................5
1.4 Relationship between brand loyalty, corporate image and repeat purchasing.................6
TASK 2............................................................................................................................................6
2.1 Different types of market research techniques.................................................................6
2.2 Sources of secondary data to achieve marketing research objectives..............................7
2.3 Validity and reliability of market research findings.........................................................8
2.4 Marketing research plan...................................................................................................8
TASK 3............................................................................................................................................9
3.1 Market sizes trends...........................................................................................................9
3.2 Competitor analysis........................................................................................................10
3.3 Opportunities and threats of the organisation.................................................................10
TASK 4..........................................................................................................................................11
4.1 Techniques to assess customer response........................................................................11
4.2 Customer satisfaction survey..........................................................................................12
4.3 Review of the success of completed survey...................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing intelligence can be explained as the fruitful information used in the companies
for effectual decision making in order to determine the future opportunities in the market. In this
process the marketing department of the company gathers the crucial data so that the firm can
adapt the appropriate methods and tools. By adapting this process a firm is able to gather
requisite information about the customers, competitors and other sources. The present document
is based on the case study of ASOS which is a leading organization in UK selling variety of
products like clothes, shoes and other accessories. The stated firm is UK based online retailer of
fashion. The objectives of this company is to render quality products and operate at global level.
The report is about to explain different stages of purchase decision and buying behaviour of the
customers. Besides this, the stated document going to explain about those factors which affects
the buyer behaviour (Albayrak, Aksoy and Caber, 2013).
TASK 1
1.1 Stages of purchase decision making process
Decision is phenomenal procedure in which the end conclusion is made after considering
something. Whereas, decision making is a process of selecting the best optimal solution of the
available choices in order to gain the most appropriate solution.
An organization needs to evaluate the factors which re being considered by the customers
at the time of purchase making decision. Analysing this process will assist the organization to
attain the unsatisfied needs and demands of the customers. However, there are five stages at the
time of making purchase decision which are elucidated below.
 Perception of need: This is the first stage of purchase decision process in which the
customers analysis their specific needs and demands form a product. For instance, the
customers of ASOS will recognize what they exactly want form the stated organization. It
includes quality, size and price of the product (Annie Jin, 2012). In this situation,
marketer plays an essential role of evaluating the perception of the customers. Their
desires and wants are being evaluated by the marketer.
 Information search: A customer searcher for the requisite information about the product
going to purchased by him/her. This information can be easily gathered with the use of
internet and friends. The customers of ASOS will gather the information about the

products offered by this company with the another ones. Here, the marketer also gather
the customer information with the use of market research. This allows the marketer to
trace the requirements and expectation level of the service users.
 Evaluation of Alternatives: In this stage the customers will analyse the products of
different organizations in order to purchase the best. In context to this, the customers
have major focus on the prices and quality of the products. In this situation, the marketer
attracts the customer by offering discounts and other offers which leads to catch the
attention of the customer towards their product. This will make the customer to opt the
best product in terms of price and quality.
 Purchase decision: In general way a customer prefers buying the product which provides
highest level of satisfaction to the customer (Fan, Lau and Zhao, 2015). In this situation,
the marketer keep influencing the service users with the help of marketing and
promotional activities. It results in attracting the user at the time of selecting the best
product.
 Post purchase behaviour: This is the last stage in which the satisfaction level of the
customer will be analysed. If he is satisfied then he will give positive response to the
organization. The marketer will take the feedbacks form the customers in order to judge
their satisfaction level.
1.2 Theories of buyer behaviours in terms of individuals
Buyer behaviour can be explained as the theory which helps in evaluating the buying
habits of the customers. With the consideration of this process, the organization is able to trace
the desires and perception of the customers towards their product (Akturan and Tezcan, 2012).
There are several theories of buying behaviour which assist a consumer to purchase or buy any
product. Following theories are explained below.
Rationale model of buying behaviour
According to this theory, the consumers analyse all the factors at the time of making
choices effectively. As per this theory, the customers are not focused over prices but they are
focused on material benefits. Here, the satisfaction level of the customers are the major role
played. The organization are majorly focused on the customers who are based on rational
behaviour (Reza Jalilvand and Samiei, 2012).
Diffusion of innovation theory

In this theory, the new ideas and technology is being focused by the customers. In
simplest term, customers with this theory are majorly centred on the products that are innovative.
According to Rogers there are five stages of this theory such as innovators, early adapters, early
majority, late majority and laggards. At time of making effective decision for purchasing these
are the theories which re being adapted by the customers. It provides assistance to them to make
the most appropriate purchase decision ( Jin, 2012).
1.3 Factors which affects buyer behaviour
There are several factors which are responsible for influencing the buying behaviour of
the customers. It is necessary for the stated organization to focus on those factors so that it can
increase the sales of the company. Following factors are explained below (Fan, Lau and Zhao,
2015).
 Culture: It is the major factors which affects the customer behaviour because the beliefs
and values of every individual is different. However, this is responsible for affecting the
buying behaviour because the cultural values of all people are different. For instance, UK
citizens prefer wearing western dresses but people belong to Indian culture and living in
UK sometimes prefer wearing traditional clothes. As a result, the management of ASOS
required to analyse the customer behaviour as per their culture if they want to attract
more customers.
 Social: Social factors are also responsible for affecting consumer behaviour because
people live in a society where perception of an individual can affect the choices. For
instance, suggestions by friends and relatives can affect the purchase decision of
customers towards clothing. The cited firm may not be able to meet the changing social
needs of the customers.
 Personal: Personal factors can also affect the buying behaviour because individual
choices and perception can influence the buying pattern. For example, some girls prefer
wearing jeans then other adapts skirts (Fan, Lau and Zhao, 2015). It can result in
affecting the sales and production capacity of the cited organization.
 Psychological: This factor is similar to the Maslow hierarchy theory where the needs are
attained step by step. At initial level customers are prices oriented but as they developed
they are more focused on quality. For the same, the cited organization require conducting
research in order to analyse the psychological behaviour of the customers.

 Economic: This is the last factors which affects buying behaviour of the customers
because the income of an individual is different. This affects the purchasing power of the
customers which is different from person to person (Jin, 2012). Here, the management of
ASOS needs to set the price so that it can attaract the large customers.
1.4 Relationship between brand loyalty, corporate image and repeat purchasing
Brand can be explained as the mark of identifications which is particularly used by an
organization or a firm (Tsiotsou and Ratten, 2010).
Brand loyalty: Brand loyalty can be explained as the tendency to buy the products of same
brands instead of competitors.
Corporate image: It is the picture in the minds of customers when it comes first at the time of
purchasing. In this process marketing and promotion plays an essential role.
Repeat purchasing: It is a kind of measurement factor for the firm that helps in knowing the
brand loyalty of the customers. Here, the customers purchase products from same brand again
and again (Persaud and Azhar, 2012).
The relationship among the three can be explained in a way that offering clothes by
ASOS to the customers has helped in enhancing the brand image that resulted in strengthening
the corporate image. Additionally, having strong brand loyalty and corporate image resulted in
repeated purchasing by the customers.
For instance, Coco-Cola has used several marketing techniques for attracting customers
and has created positive and strong corporate image. This has resulted in attracting the users to
try the product once. As coco-cola is widely accepted by the users and they purchase it again and
again. The repetitive purchasing of this product has reulted in maintain brand loyalty.
TASK 2
2.1 Different types of market research techniques
Market research helps to know about latest trends of the market and it is essential to
know to develop better products as per the customers demands. It is a well strategic process to
collect data from a particular market for a particular product. As the ASOS wants to create
satisfactory elements in their products e.g. clothes, shoes and beauty products, they have to use
proper method of market research(Albayrak, Aksoy and Caber, 2013). Market is having huge
significance in products development, it supports to company and as well as to customers for

better products. It emphasis on the products development according to the customers demands.
The ASOS company can make better production and as well as it helps to reduce market
competition by increasing quality in their products.
Qualitative data research; This is a type of data research which is focus on a particular
objective, as ASOS want to make better products, they can use this research to gain their object.
Board of directors wants to decrease their market competition by increasing efficiency of their
products(Lee, and et. al., 2010). It is a effective technique to attain marketing objectives but it
has to performed in a control way. This is a soft type of data which can be used in to improve
the efficiency of the products.
Quantitative data research; Its emphasis on mathematical data results, but it is not useful for the
company because most of the customers are having their views not any types of measurements
for their products. Most of the time this type of data based on facts and statics, it is not having
internal senses. It represents actual consideration of them.
2.2 Sources of secondary data to achieve marketing research objectives
Secondary data; In this, a company is using old or used which is collected by some another
organisation for their uses. Secondary data is the data that is collected by the third person, other
than the person who is using the data. It is used to save time and efforts to analyse the same
information already collected by someone and is used by many. The ASOS wants to increase
their market positions and they are having an object to give full satisfaction to their customers by
their products.
Marketing research is conducted to data related to customers and market. The demand
and market conditions are identified through it and provided for marketing planning. ASOS
being an online fashion and beauty store has to keep the data updated regarding the customer
demand and market trends to satisfy the customer demands.
The sources to obtain secondary are many but the ones which can be used by ASOS are
through internet surveys and progress reports (Tsimonis and Dimitriadis, 2014). These data are
pre collected and does not focus on a single topic, so it gives a overall view of the sector and the
user can interpret the information of their use. Sources which can be used by the company to
collect secondary data;
Online survey- Internet is used for various purposes one of them is surveying about
different products and general sector business sector. The survey companies conduct these

survey on a general basis and on customer demand as well. ASOS can use this Method to analyse
the demand and market trends in the fashion and beauty sector, however it can also ask the
companies to conduct a survey for it's specific products. By this the company can make better
products by making an online survey or taking customers reviews on their social media accounts.
Progress reports- The market reports published in the magazines and papers are also a
source of secondary data(Reza Jalilvand and Samiei, 2012). ASOS can use these reports to
analyse the market progress and changes in other sectors affecting the fashion and beauty
industry. The company can take a review of competitors strategies by using published reports in
magazines.
2.3 Validity and reliability of market research findings
The validity and reliability of the data depends upon the source of the data. The data
obtained form the surveys on internet are not considered reliable as the consumers and others
tend to behave artificially when they know they are being observed. The data from the published
report can be valid but the researchers interpreting the data if not have proper training can give
misleading results.
The problem with validation of data is very common when data is collected through
survey. The survey could have been conducted some time back which does not apply to the
current situation can be a case (Akturan and Tezcan, 2012). To make sure that the data is valid,
ASOS needs to have questions framed in a general sense and which does not need long answers.
To obtain reliable data the company needs to have simpler and easy language questions, if the
questions are more involved in artificial situations the chances of vague answers increases.
Limitations of market research findings;
Budgetary; Information gathering is a is very expensive, it needs high expertise to perform a
market research in limited budget.
Time; It have to be done in the time, but most of the times employees which are involved in this
get cross their time limits which impacts on their results.
2.4 Marketing research plan
Marketing research plan includes following steps to obtain information in the case of
fashion and beauty online store company, ASOS.

Background- The background of the customers and products both are important to obtain
a reliable and valid data. As the company wants to gain market information and as well as their
customers reviews.
Rationale- Rationale involves the reasons and decisions included in the process to arrive
at a decision. It generally consists of documents and logics involved. ASOS needs to know the
reasons and decisions through which the customer has arrived on the answer.
Objective of research- The objective of the research is the main reason for reaching on a
conclusion for any analysis(Gabrielli and Balboni, 2010). ASOS needs to be clear about the
reasons for which it wants the survey to be done as it helps to formulate the questionnaire
accordingly and precisely. They are having objective to reduce their market competition by their
betterment of their products.
Survey distribution method- The method by which the data is collected and the audience
is reached affects the choices and logics of the decisions(Kian Chong and et.al., 2010). The
company needs to firstly select the target users for the survey to get a reliable data.
TASK 3
3.1 Market sizes trends
Each organisation is having their target market which is full of individuals and
competitors, these individuals are having a potential to be a buyer of their products and services.
So it is essential for the company to make these types of products which have all the qualities
which they needs. ASOS is a UK based company and working in the UK so they are focusing on
the latest trends of their customers who are available in the nation markets. UK is a known for
their fashion industry and here several companies are working in this sector. Country's clothing
retailing sector is having huge role in their GDP which is a proof that it is having large
importance in the UK (Persaud and Azhar, 2012). This is having 1.5% annual growth and it is
having £39 billion turn over in last year. So the market is having potential to enlarge market
activities of the company by making suitable products for their targeted customers. More than
10,700 companies are having their affair in this industry so it making a high competition for
manufacturer and it is a beneficial for their customers to buy a good quality clothes from market.
Most of the big structured organisations are involved in this industry and they are having huge
capital to invest in their products so this a factor which is making a loophole for the ASOS.

3.2 Competitor analysis
Evaluation of competitor companies and their strategies to know their strength and
weakness can be stated as competitor analysis. It helps to manufacture company which is making
same products for a particular market. This is helpful for the ASOS to know about their
competitors, products and their market development strategies. Cited business entity can use this
analysis to make better strategies against them (Tsiotsou and Ratten, 2010). ZARA is the typical
challenger in the market which is dealing in the same sector. They are having the same products
in clothing and shoes, so it is better for ASOS to make competitor analysis to make better
strategies for competitors of the company. Porters 5 force analysis can make help in this;
Supplier power; The ZARA is having a long list of suppliers which are having differentiation in
their products manufacturing. On the same ASOS is also having suppliers which are shortlisted
as per their qualitative work.
Buyer power; They are having brand name which is enough to attract customers towards them.
The ASOS is having grip on those customers who wants to buy a quality product.
Competitive rivalry; As the company is having main competition by ZARA, which is offering
the same products with almost same prices.
Threat of substitution; as there are several companies are in the market which is dealing in the
cosmetics so they can choose any types of companies which is suitable for them on the basis of
prices and quality.
Threat of new entry; Clothing industry is having regular growth and never ending demands
which attracts the capitalist to invest in this market which is increasing the market competition of
ASOS.
3.3 Opportunities and threats of the organisation
Opportunities is having a potential to grow up if it is used by the company, as the ASOS
is having so much competition they have to aware for market opportunities to increase their
market. SWOT analysis a perfect tool to give throughout knowledge of organisation and as well
as the market conditions and available market opportunities..
SWOT ANALYSIS
STRENGTHS
It is a well known name among customers and
having proper brand image which helps them
WEAKNESSES
As they are having online portal to sale out
their products but they are not having effective

to sale out their products easily.
One of the largest retailer of the UK and they
are having a big chain of retail outlets in the
whole UK(John Wiley & Sons.Wilensky,
2015).
They are having experienced and skilled
employees which can make extra work to
increase their production and sales.
supply of their products. They have to work on
it to deliver their products on right time to right
person.
Strategies for competitors are not effective
which is a cause to increase their competition
in between some companies like; ZARA.
OPPORTUNITIES
Regular changes in trends of clothing and
fashion related products can be scope for the
company.
International market is a bigger opportunity for
the company to enlarge their market and as
well as the profits of the company.
THREATS
Market competition is major threat for the
company and they have to reduce this by
increasing efficiency of their goods.
Labour cost is so much affecting on the prices
and it supports to increase their prices and it
reduce market effectiveness of the company.
TASK 4
4.1 Techniques to assess customer response
It is essential for a company to take customer response after using their services and
products, this term stated as a feedback. Employees of the comp,any which are working in the
outlets can use this (Vercellis, 2011).
Face to face; In this employee who are working as a sales person and sales manager can take
review of customers to know about their expectations form their products and changes which
have to be done by the company. It depends on the employees who is taking the face to face
feedback of their customers, the employees have to be effective to analyse customers face
expression regarding to their equations. Meanwhile it can reduce the value of feedback.
Online; The Company can make online questionnaire survey to take customer's feedback, as
they are having their customers data, they can use e mail for this. By this company can take
customers suggestion, they have to make open conversation regarding to a particular product or

services to make them better. This technique is having a strength to make grip on the customers
and as well as the customer can give their suggestions easily in this communication.
4.2 Customer satisfaction survey
It is a type of questionnaire which is having different types of question which helps to
know about customer satisfaction by the products(Hedin, Hirvensalo and Vaarnas, 2011).
01. Have you bought our products?
a. Yes
b. No
02. Are you satisfied with it?
a. Yes
b. No
c. Not sure
03. Marks would you get to our products?
a. Under 3
b. 3 to 6
c. 6 to 10
04. Marks would you get to our services?
a. Under 3
b. 3 to 6
c. 6 to 10
05. Changes you wants in our services and products?
…......................................................................................................................................................
This questionnaire helps to the company to know about what are the changes customer wants and
it is having most of the factors which is essential to cover by customers reviews. Marking
techniques having to show customers reviews regarding to their products and services.
4.3 Review of the success of completed survey
Most of the customers have marked 7 on average for product satisfaction which is an
average for the company as they want to be more impressive for customers. They have to make