EDUCATION SOLUTIONS

INTERNATIONAL

HND BUSINESS

UNIT 17

Marketing Intelligence

Assessor's comments

Qualification QCF Level 5- HND Business Assessor name

Unit number and

title 17- Marketing Intelligence Learner name

Assignment title PURCHASE DECISION MAKING AND BUYER BEHAVIOR INFLUENCES

Assessment Criteria Achieved?

AC 1.1: describe the main stages of the purchase decision making process

AC 1.2: explain theories of buyer behaviour in terms of individuals and markets

AC 1.3: explain the factors that affect buyer behaviour

AC 1.4: evaluate the relationship between brand loyalty, corporate image and repeat purchasing

AC 2.1: evaluate different types of market research techniques

AC 2.2: use sources of secondary data to achieve marketing research objectives

AC 2.3: assess the validity and reliability of market research findings

AC 2.4: prepare a marketing research plan to obtain information in a given situation

AC 3.1: assess market size trends within a given market

AC 3.2: plan and carry out a competitor analysis for a given organisation

AC 3.3: evaluate an organisations opportunities and threats for a given product or service

AC 4.1: evaluate techniques of assessing customer response

AC 4.2: design and complete a customer satisfaction survey

AC 4.3: review the success of a completed survey

Grading Criteria Achieved?

M1 Identify and apply strategies to find appropriate solutions

M2 A range of information sources used and proper citation given

M3 Present and communicate appropriate findings

D1 Use critical reflection to evaluate own work and justify valid conclusions

D2 Work submitted on time, demonstrates that all work related activities were well planned, managed

and organized

D3 Demonstrated convergent, lateral and creative thinking while making recommendations and

suggestions

Assessor feedback & Action Plan

Learners Feedback

Assessor signature Date

Learner signature Date

Assignment Cover sheet

Learners Name:

Assessor:

Date Issue: Completion Date:

Submitted On:

Qualification: QCF Level 5 HND Business Unit No & Title: 17- Marketing Intelligence

Assignment Title PURCHASE DECISION MAKING AND BUYER BEHAVIOUR INFLUENCES

In this assessment you will have opportunities to provide evidence against the following criteria. Indicate the page numbers where

the evidence can be found. Attach work where needed.

Assessment Criteria To achieve the criteria the evidence must show that the

student is able to:

Task no. Evidence

AC 1.1

Description of your buying decision making process for the

purchase of sunglasses need recognition, information search,

alternative evaluation, purchase decision, post purchase

evaluation

Scenerio 1:

Task 2

AC 1.2 Theory application influence on buyer behavior, diffusion theory, stimulus response model, decision making unit etc

Scenerio 1:

Task 3

AC 1.3 The concept of branding, what is the relationship between

brand loyalty, brand image and repeat purchase Scenerio 1:

Task 4

AC 4.2,3.1, 3.2, 3.3

Marketing research plan: what is the market size, growth and

trends in telecom industry, Competitors analysis :

opportunities & threats and how can they improve.

Scenerio 2:

Task 1

AC 4.1 Techniques to assess consumers response: post sale surveys, complaint handling system, customer follow up etc

Scenerio 2:

Task 1

AC 4.2, 4.3 Survey form/Questionnaire, compiled results, tables, graphs

and interpretations.

Scenerio 2:

Task 1

AC 2.1, 2.2, 2.3

Marketing research techniques: stages of marketing research

process, use of qualitative and quantitative methods, value and

interpretation of data, assessment of researchs reliability.

Action Plan: calendars, Gantt charts, to do lists etc

Scenerio 2:

Task 1

Learner declaration

I certify that the work submitted for this assignment is my own and research sources are fully acknowledged.

Learner signature: Date:

Assignment Briefs

UNIT TITLE UNIT 17- MARKETING INTELLIGENCE

QUALIFICATION QCF LEVEL 5: HIGHER NATIONAL DIPLOMA HND BUSINESS

START DATE

DEADLINE

ASSESSOR

ASSIGNMENT

TITLE:

PURCHASE DECISION MAKING AND BUYER BEHAVIOUR INFLUENCES

THE PURPOSE OF THIS ASSIGNMENT IS TO ENABLE YOU TO UNDERSTAND THE PURCHASE

DECISION-MAKING PROCESS AND TO RECOGNIZE THE VARIABLES AND SITUATIONS THAT

INFLUENCE THE BUYER BEHAVIOR, AND HOW MARKETING RESEARCH TECHNIQUES ARE USED TO

CONTRIBUTE TO THE DEVELOPMENT OF MARKETING PLANS

SCENARIO 1

SUPPOSE YOU WERE ASKED TO PURCHASE A PAIR OF SUNGLASSES FOR YOURSELF. YOU ARE

GIVEN THE OPTION OF THE FOLLOWING BRANDS: GUCCI, FENDI, PRADA, RAY-BAN, GUESS

TASK 1: WHICH BRAND WOULD YOU PURCHASE AS YOUR FIRST CHOICE, AND WHICH WOULD BE

YOUR SECOND PREFERENCE

TASK 2: IDENTIFY AND APPLY DIFFERENT TAUGHT THEORIES TO DESCRIBE THE MAIN STAGES

IN YOUR PURCHASE DECISION MAKING PROCESS FOR THAT PARTICULAR BRAND OF

SUNGLASSES. PROVIDES EVIDENCE FOR: AC 1.1, M1

TASK 3: IDENTIFY AND EXPLAIN DIFFERENT TAUGHT APPROACHES AND THEORIES OF BUYER

BEHAVIOR, AND JUSTIFY TO EXPLAIN THE FACTORS THAT AFFECTED YOUR BUYING BEHAVIOR

TOWARDS THE PARTICULAR BRAND. PROVIDES EVIDENCE FOR: AC 1.2, 1.3, M1, D1

TASK 3: REFERRING TO YOUR BUYING EXPERIENCE AND YOUR REASONS FOR CHOOSING THAT

CERTAIN BRAND OF SUNGLASSES, EVALUATE THE RELATIONSHIP BETWEEN BRAND LOYALTY,

CORPORATE IMAGE AND REPEAT PURCHASING, WITH LOGICAL AND COHERENT ARGUMENTS. PROVIDES EVIDENCE FOR: AC 1.4, M3

SCENARIO 2

THE LARGEST TELECOM COMPANIES IN PAKISTAN INCLUDE:

- UFONE - TELENOR - MOBILINK -

IT HAS BEEN WITNESSED IN THE LAST COUPLE OF YEARS THAT THE CONSUMERS SWITCH VERY

QUICKLY FROM ONE BRAND TO THE OTHER OR FROM ON PACKAGE TO THE OTHER IN THE

TELECOM MARKET.

TASK 1: YOU ARE REQUIRED TO PROPOSE AND PREPARE A MARKETING RESEARCH PLAN TO

OBTAIN THE FOLLOWING INFORMATION: PROVIDES EVIDENCE FOR: AC 2.4

- IDENTIFY AND ASSESS CURRENT MARKET SIZE GROWTH AND TRENDS WITHIN THE TELECOM INDUSTRY KEEPING IN MIND THE VARIOUS OPTIONS AVAILABLE TO THE

CONSUMERS. PROVIDES EVIDENCE FOR: AC 3.1

- PLAN AND CARRY OUT A COMPETITOR ANALYSIS FOR MOBILINK AGAINST TELENOR AND UFONE, ALONGWITH HIGHLIGHTING THE OPPORTUNITIES AND THREATS THAT

MOBILINK IS FACING. YOU MUST PROPOSE REALISTIC IMPROVEMENTS IN VIEW OF YOUR

ANALYSIS OF THE THREATS AND OPPORTUNITIES AVAILABLE TO MOBILINK. PROVIDES EVIDENCE FOR: AC 3.2, 3.3, D1

- IDENTIFY, EVALUATE, SELECT AND DESIGN DIFFERENT TECHNIQUES YOU MAY USE TO ASSESS CUSTOMER RESPONSE FOR ONE OF MOBILINKS PRODUCTS

PROVIDES EVIDENCE FOR: AC 4.1, M2

- DESIGN AND COMPLETE A CUSTOMER SATISFACTION SURVEY FROM A SAMPLE OF AT LEAST 20 USERS OF MOBILINK SERVICES, AND TABULATE AND PRESENT THEIR RESULTS. REVIEW THE

SUCCESS OF THE COMPLETED SURVEY. YOU CAN VISIT www.surveymonkey.com TO CONDUCT AN

ONLINE SURVEY.

PROVIDES EVIDENCE FOR: AC 4.2, 4.3

INFORMATION & RESEARCH FOR THE MARKETING PLAN: IN ORDER TO CARRY OUT THE MARKETING PLAN, YOU MUST:

- REVIEW AND EVALUATE DIFFERENT TYPES OF MARKET RESEARCH TECHNIQUES PROVIDES EVIDENCE FOR: AC 2.1

- - IDENTIFY AND USE SOURCES OF SECONDARY DATA IN TWO MARKETING CONTEXTS

(COULD BE FOR 2 DIFFERENCE PRODUCTS OF MOBILINK) TO ACHIEVE MARKETING

RESEARCH OBJECTIVES PROVIDES EVIDENCE FOR: AC 2.2

- ASSESS THE VALIDITY AND RELIABILITY OF MARKET RESEARCH FINDINGS, AND GIVE YOUR OWN IDEAS AND CREATIVITY TO PROVIDE RESOLUTION FOR THE PROBLEMS

IDENTIFIED PROVIDES EVIDENCE FOR: AC 2.3, D3

- YOU MUST BE ABLE TO PRESENT ACTION PLANS FOR ACTIVITIES REQUIRED TO CARRY OUT THE MARKETING PLAN IN THE FORM OF TABLE, GANTT CHARTS, ETC TO ILLUSTRATE THAT YOU HAVE

MANAGED AND PLANNED ACTIVITIES WITH AUTONOMY AND INDEPENDENCE.

PROVIDES EVIDENCE FOR: D2

THIS BRIEF HAS BEEN VERIFIED AS BEING FIT FOR PURPOSE

ASSESSOR

SIGNATURE DATE

INTERNAL VERIFIER

SIGNATURE DATE