Marketing Intelligence Report: Primark's Customer Analysis and Trends

This report presents a marketing intelligence analysis of Primark, a global retail firm. It explores the main stages of the consumer purchase decision-making process, including awareness, information search, evaluation, purchase, and post-purchase behavior. The report delves into various theories of buyer behavior, such as generic and cultural theories, and identifies factors influencing consumer decisions, including social, personal, and psychological elements. It examines the relationship between brand loyalty, corporate image, and repeat purchases. Furthermore, the report discusses different market research techniques, including qualitative, quantitative, and secondary research methods, along with sources of secondary data and the importance of validity and reliability in market research findings. A marketing research plan is outlined, focusing on Primark's new shoe product launch, including objectives, methodology, and time frame. The analysis provides insights into Primark's market strategies, customer satisfaction assessment, and overall market trends.

MARKETING INTELLIGENCE

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Main stages of purchase decision making process 192.........................................................1
1.2 Theories of buyer’s behaviour...............................................................................................2
1.3 Factors that affect buyer behaviour.......................................................................................3
1.4 Relationship between brand loyalty, corporate image and repeat purchase..........................3
TASK 2............................................................................................................................................4
2.1 Different types of market research techniques......................................................................4
2.2 Sources of secondary data to achieve marketing research activities.....................................5
2.3 Validity and reliability of market research findings..............................................................5
2.4 Marketing research plan........................................................................................................5
TASK 3............................................................................................................................................7
3.1 market size trends within the market.....................................................................................7
Source: (UK retail sales rise eases pressure on high street, 2018).................................................8
3.2 Competitor analysis...............................................................................................................8
3.3 Organisation opportunities and threats..................................................................................8
TASK 4............................................................................................................................................8
4.1 Techniques of assessing customer response..........................................................................8
4.2 Design customer satisfaction survey.....................................................................................9
4.3 Review success of survey....................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing intelligence (MI) is considered as method of collecting information about the
firm. This helps in identifying the competitors in the market and actual position of the business
unit (Goh, Heng and Lin, 2013). It is the specialised area of research that assist in developing
effective strategies so that entity can grow well and can gain competitive advantage. Present
study is based on Primark which is global retail firm. It provides high quality products to the
consumers as per their requirements. Report will cover stage of purchase decision making.
Furthermore, it will explain different marketing techniques to analysis satisfaction level of
customers. In addition, assignment will explain relationship between brand loyalty, image and
repeat purchase.
TASK 1
1.1 Main stages of purchase decision making process 192
All consumers undergone with several stages. They look for the company's actual
performance, brand image before making their final choice. These phases provide guidelines to
the markets and helps in understanding the needs of consumers so that they can provide them
goods and services as per their requirements (Hair and et.al., 2012). Purchasing decision process
are described as below:
Awareness and need recognition
It is the first phase of purchasing decision making in which individual identify their needs
and problems due to which individual want to buy any products. Once they have identified their
needs then they make their purchase decision. For example, if person wants to go to the party
then they search for the party wear that can fulfil this desire (Solomon and et.al., 2014).
Information search
It is another stage of purchasing decision making in which consumer search necessary
information in order to fulfil their requirements. For this searching they take support of internal
and external sources. They take suggestion from their friends and then make their decision to buy
any product (Wrenn, Stevens and Loudon, 2013).
Evaluation of alternatives
It is the next ways in which individual evaluate other options. If there is better option
available then they go for that option and if selected option is the suitable then they purchase
these goods for the same retailer (Zikmund and Babin, 2012).
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Purchase
Once people have evaluated the option then they make their decision to buy particular
product. Their purchase decision may get influenced by quality, price, reviews of the products.
Primark concentrate on quality and provide goods to consumers as per their requirements (Sheth,
2011).
Post purchase behaviour
It is the last stage in which buyers show their behaviour towards the product. If they are
satisfied then give positive review to others but if they are not happy then they become negative
towards the firm. Each person gives different reaction after purchasing the product. The
experience of the individual reflects in their behaviour (Persaud and Azhar, 2012). This is post
purchase stage in which individual make their mind whether to buy product to company in the
future or not.
1.2 Theories of buyer’s behaviour
It is essential for the markets that to understand needs of consumers and accordingly
provide them goods and services. Understanding buying behaviour of consumers support in
improving brand image and sales volume of the entity to great extent (UK retail sales rise eases
pressure on high street, 2018). Theories to understand buying behaviour are explained as below:
Generic theory
It is most common theoretical aspect which supports in understanding buying decision
process of individual. This theory explains that people analysis their needs before making
purchase. They look at the quality and price of products. After that they search about the product
and evaluate other alternative options that can fulfil this need (Influencing The Buyer Decision
Proces,. 2011). After going through from all these phase people make their final decision to buy
particular product. Primark has good knowledge about these phases thus, it always offers high
quality products to consumers at affordable rate. This supports in increasing satisfaction level of
buyers.
Cultural theory
This is another theoretical aspect which explain that buying decision of individual is
highly depended upon their cultural aspects. Individual make purchase as per their beliefs and
values (Marta., 2014). Income, occupation are another elements which impact on their decisions.
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Primark concentrate on these components thus, it offers variety of products to consumers so that
needs of mass audience can be fulfilled.
1.3 Factors that affect buyer behaviour
Consumer buying decision depends upon various components. Sometimes they chosen
products because their family members have suggested that. Whereas some time they
chose product due to their cultural aspects. All things impact on their buying decision to
great extent. It is essential for Primark that to considered all these aspect before offering
products and services to consumers. If it takes cares of these elements then it will help the
organization in providing satisfactory products to consumers and enhancing their
satisfaction level. There are various factors that impact on buying behaviour of the
consumers. These are explained as below:
 Social elements: Friends, family members influence the decision of the person to great
extent (Goh, Heng and Lin, 2013). If friends give positive review about the product of the
firm then individual take interest to buy such good but if individual gives negative
reviews then it makes the person negative towards the products of the company.
 Personal factor: Age, income, occupation, attitude, learning etc. are several factors that
impact on the buying behaviour of the person to great extent. Young people like to buy
sporty things whereas old people buy traditional things (Solomon and et.al., 2014).
Furthermore, if individual has adequate financial resources then they look at the quality
and never compromise with quality due to prices. But in the absence of adequate
monitory resources there buying decision get affected.
 Psychological factor: It is another most important factor which influence buying decision
of the clients (Wrenn, Stevens and Loudon, 2013). Primark concentrate on psychology of
the consumer and accordingly offer them goods and services so that they feel satisfied.
Motivation, attitude of the person influences their decision and behaviour.
1.4 Relationship between brand loyalty, corporate image and repeat purchase
Brand can be recognised with its symbol, design, quality. Each brand has its unique
feature. If the consumers feel satisfied with the product of the firm then they feel satisfied and
become loyal towards the brand. Whereas if individual is not satisfied with the goods then they
move towards other firms (UK retail sales rise eases pressure on high street, 2018). Corporate
image can be defined as picture of the firm in the mind of consumer. Brand image can be
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enhanced through effective marketing strategies and by providing high quality products to the
consumers. Brand loyalty shows the faithfulness of the consumers towards the firm. That
depends upon the extent to which entity has become able to satisfy consumer needs. All these
aspects are interested. If company is able to offer high quality products to consumers then it
makes them loyal towards the brand (Goh, Heng and Lin, 2013). By this way they frequently buy
its products and services. On other hand if company is unable to meet with their needs then it
affects brand image of the entity and decrease repeat purchase of consumers.
TASK 2
2.1 Different types of market research techniques
Market research plays significant role in the success of business unit. It helps in gathering
information about market condition and finding growth opportunities for the business. By this
way entity can make effective strategies that can support in the development of firm (UK retail
sales rise eases pressure on high street, 2018). Various research techniques are described as
below:
Qualitative research
It is the type of methodology in which human being are involved in decision making
process. Researcher takes support of interview or questionnaire techniques in order to know
about the market condition and trends (Wrenn, Stevens and Loudon, 2013). Primark can take
support of survey technique, by this way cited firm will be able to know better about needs and
requirements of consumers.
Quantitative research
It is another type of technique of research. In this method researcher involves numbers,
figures and apply mathematical tool in order to get results. On these bases of these calculation
last results are find and valid conclusion are drawn (Solomon and et.al., 2014).
Secondary research
It is another type of research method in which Primark can take support of earlier data
from books, journals, internet articles or from annual report of business unit. This assists in
finding more detail about market trends and factors that influences buying behaviour of
consumers (Goh, Heng and Lin, 2013). By this way Primark can become able to provide them
goods and services as per their requirements.
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2.2 Sources of secondary data to achieve marketing research activities
Secondary data sources are such methods in which already available information are being used
by the researcher in order to find threats and opportunities of business unit. Sources of secondary
data to achieve marketing research activities are described as below:
 Evaluating strategies of competitors
 Evaluating annual reports, consumer complains to measure satisfaction level of
customers.
In order to gather secondary data researcher can take support of books, media,
government records, annual records of competitors, internet etc (Solomon and et.al., 2014).
These details help in analysing the needs of consumers and factors that influence their mind. By
this way Primark can become able to provide high quality products to customers at lower prices.
2.3 Validity and reliability of market research findings
Data collection is most important part of any research, If scholar does not have adequate
knowledge about research then it may be complex task for the investigators. Validity measures
the actual facts whether the study is actual which it is claiming or not. It is essential that all the
answers are given correctly otherwise overall results may not be valid (Sheth, 2011).
Research reliability is important aspect which depends upon the sources from which all
details have been collected. If the scholar has applied valid sources then overall results may be
reliable.
2.4 Marketing research plan
Marketing research plan is considered as overall planning of scholar regarding carrying out
investigation about the particular topic.
Background of research
Primark is planning to launch its new shoes product in the new market for young
consumers (Wrenn, Stevens and Loudon, 2013). For making this launching successful and
enhancing the demand of new product it is planning to conduct market research about the
consumer behaviour and their requirements. This new product is for male and female both.
Rationale
Young consumers like sporty footwear. In order to fulfil their demand this study is being
conducted by the researcher.
Objective
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 To identify consumer behaviour about sporty shoes.
 To analysis market opportunity for Primark.
Methodology
In order to carry out the investigation, scholar will take support of questionnaire
technique. Questionnaire will be distributed to all consumers. Scholar will collect information
from these people and questions will be asked from samples (Persaud and Azhar, 2012). Sample
will be consumers, they will be asked about opinion about sport shoes in order to find out their
satisfaction level. Some information will be collected from secondary sources as well.
TIME FRAME
ACTIVITY/WEEK 1 2 3 4 5 6 7 8 9 10 11 12
research proposal
Literature review
framing objectives
Collection of data
Data Analysis
Development of research
approach
research methodology
Questionnaire preparation
Arranging questions
Conducting survey
Gathering information
Findings
Evaluating data
Draft findings chapter
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Submission and taking
feedback
Edition in the final draft
Printing and binding
Final Submission
Budget
The budget for this marketing research of launching new product of Primark will be of
12000.
TASK 3
3.1 market size trends within the market
UK is developed nation which is supported by many big organizations. Retail and fashion
industry of the nation is performing well and contributing in the growth of economic. Oxford
economics show that this sector has grown by 24% as compare to last year. Furthermore, it has
generated job opportunities for 797000 people. Total retail sales in the year 2016 was 358 billion
(UK retail sales rise eases pressure on high street, 2018). Total number of VAT registered
retailers are 192000 in UK. There are approx. 290315 retail outlets are operating that offers high
quality products to the consumers. Average online sales growth of retail industry is 10%.
Figure 1Retail sales volume
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Source: (UK retail sales rise eases pressure on high street, 2018)
3.2 Competitor analysis
Retail industry is growing well but it is facing huge competition too. This sector has wide
opportunity to grow well but still there are many issues due to which overall sales of this sector
is getting affected. Tesco, Sainsbury, Walmart are the major competitors of Primark. All these
brands have huge command over the market and Tesco is the market leader. People have trust
over this brand and they like to buy products from retail stores of Tesco. It offers attracting
discounts to consumers so that they come to the pace frequently. That is why sales of cited firm
is increasing with rapid speed (Marta., 2014). Marks and Spencer is another major competitor of
Primark. It spends huge amount in its marketing and promotions.
3.3 Organisation opportunities and threats
There are many competitors of Primark but to remain competitive in the market it is very
important for the company that to make changes in its operational strategies and find out new
ways through which it can gain more opportunities. Primark should take support of social media
marketing techniques in order to promote its products and services across the world (Zikmund
and Babin, 2012). Through social sites it will be able to make effective communication with
consumers and will be able to fulfil their needs. Furthermore, entity needs to provide attractive
offer to clients so that they get attracted towards Primark. Competition and changing government
regulation are the threats to business. Globalization and increasing demand are the opportunity
for Primark (Solomon and et.al., 2014).
TASK 4
4.1 Techniques of assessing customer response
Customer point of view matters a lot, it can influence overall performance of organization
to great extent. There are several techniques to assess responses of customers. These are as
below maintained:
 Questionnaire: It is considered as one of the best method to collect response of clients. In
this method, researcher can prepare questionnaire and can distribute to the consumers. It
will contain questions related with products of the company, its effectiveness etc (Hair
and et.al., 2012). In this researcher may ask about their suggestion that need to be
implemented by the firm. By this way researcher can be able to assess consumers
response in short period of time.
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 Customer survey: It is another technique in which scholar can carryout a survey in order
to identify needs and expectation of the clients. It can be done through email, telephone
etc. By conducting survey researcher can know about their attitude, feeling about
company’s. This will help in assessing their response towards the brand (Wrenn, Stevens
and Loudon, 2013).
 Suggestion from customers: It is another effective method, researcher can take suggestion
from the consumers through social networking sites, website etc. This will help in
identifying opinion of the customers for the products of Primark This will help in
knowing their desires and ways through which company can fulfil their requirements
(Influencing The Buyer Decision Proces,. 2011).
4.2 Design customer satisfaction survey
Customer satisfaction survey will be conducted by using questionnaire technique. It will be
for identifying satisfaction level of consumers towards the new shoes of Primark.
Name
Age
Gender
Did you buy shoes from Primark?
 Yes
 No
Are you a frequent buyer of company?
 No
 Yes
To some extent
What kind of shoes do you like to buy?
 Formal
 Sport shoes
 Loafers
Is products of Primark are satisfactory?
 To some extent
 To great extent
 Not satisfactory
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What rank will you give to the product’s quality of Primark?
 Excellent
 Very good
 Good
 Below average
Does your quarry get resolved in Primark soon?
 Yes
 No
Are you loyal towards the brand?
 Yes
 No
Do you think company is required to make changes in its operations and strategies?
 Yes
 No
Will you recommend others to buy products from Primark?
 Yes
 No
4.3 Review success of survey
Survey is the most effective to know opinion and perspective of consumers towards the
brand. Present survey was quite effective, as there were many questions involved that reflect
choice of them (Hair and et.al., 2012). There were some close ended questions and they were
giving their response freely. Researcher has taken support of Likert scale and has involved
options like satisfactory, dissatisfied etc. This has supported in identifying their satisfaction level
towards Primark. In order to conduct this survey in effective manner and finding valid results,
scholar has applied stratified sampling technique. Sample size of this survey was 2000.
Customers have been involved as per some specific features. Scholar has made subdivision of
2000 customers into 8 groups (Wrenn, Stevens and Loudon, 2013). Sample size in this survey
was large which has helped in gathering in-depth detail and covering all necessary aspects that
can help in measuring satisfaction level of customers towards Primark new shoe product. Survey
has been completed in appropriate manner and has given desired results.
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CONCLUSION
From the above report it can be concluded that buying behaviour of consumers are highly
depended upon their personal, social and psychological elements. All these components can
influence their decision immediately. Company is required to provide high quality products at
affordable rates so that consumers can become loyal towards the brand. It is essential to
understand market demand, competitor’s strategy and position. By this way entity can make its
strategy that can help in the growth of the organization to great extent.
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REFERENCES
Books and Journals
Goh, K. Y., Heng, C. S. and Lin, Z., 2013. Social media brand community and consumer
behavior: Quantifying the relative impact of user-and marketer-generated content.
Information Systems Research. 24(1). pp. 88-107.
Hair, J. F. and et.al., 2012. An assessment of the use of partial least squares structural equation
modeling in marketing research. Journal of the Academy of Marketing Science. 40(3). pp
414-433.
Persaud, A. and Azhar, I., 2012. Innovative mobile marketing via smartphones: are consumers
ready?. Marketing Intelligence & Planning. 30(4). pp. 418-443.
Sheth, J. N., 2011. Impact of emerging markets on marketing: Rethinking existing perspectives
and practices. Journal of Marketing. 75(4). pp 166-182.
Solomon, M. R. and et.al., 2014. Consumer behavior: buying, having, and being. Upper Saddle
River, NJ: Prentice Hall.
Wrenn, B., Stevens, R. E. and Loudon, D. L., 2013. Marketing research: text and cases.
Routledge.
Zikmund, W. and Babin, B., 2012. Essentials of marketing research. Cengage Learning.
online
Influencing The Buyer Decision Process. 2011. [Online]. Available through:
<https://rebeccamaher.wordpress.com/2011/10/03/influencing-the-buyer-decision-
process-online/>
Marta., 2014. Proven Methods for Measuring Customer Satisfaction. [Online]. Available
through: <https://www.userlike.com/en/blog/2014/06/24/6-proven-methods-for-
measuring-your-customer-satisfaction>
UK retail sales rise eases pressure on high street. 2018. []Online.
https://www.theguardian.com/business/2018/mar/22/uk-retail-sales-rise-high-street-february
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