Primark Marketing Intelligence

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Primark Marketing Intelligence

Task 1:

Describe the main stages of the purchase decision-making process for an individual consumer as part of the introduction to your report.

Explain the importance of understanding buyer behavior and explain two theories of buyer behavior in terms of individuals and markets. Apply them to Primark.

Explain three factors that could affect buyer behavior.

Evaluate the relationship between brand loyalty, corporate image and repeat purchase. Examples may be used to reinforce your answer.

Evaluate three different types of market research techniques that Primark GB could use in its market.

Identify and use sources of secondary data to achieve marketing research objectives and assess the validity and reliability of market research findings.

Task 2: Propose a marketing research plan

Provide an assessment of the size and the trends for the fashion industry in the UK.

Plan and carryout a competitor analysis for a given organisation

Provide an evaluation of Primark's opportunities and threats for a the new shoe product aimed at young consumers in the UK

In your plan, evaluate two techniques of assessing customer response.

Conduct customer research for Primark on this new shoe. Design and complete a customer satisfaction survey. Your questionnaire should contain a minimum of 12 appropriate questions.

Review the success of the completed customer satisfaction survey in question.

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