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tsi i l c n i n J r ' t e a cD
PART – A – Q5

Q.5 - Difference between individual buying behavoiur and industrial buying behavior..?

1. Consumer behavior is subjective as consumer purchases are dominated by emotions and are not
always rational. Organiztional behavior is more objective as the buying behavior is influences by the
multiple goals and objectives of the organization. The personal needs and goals play a secondary role in
organizational purchases.

2. In individual buying behavior, there are not formalities to be performed in the actual buying. In
organizational buying, there is the influence of a formal organization on the buying process.

3. In the buying task, we have fove different roles namely, user, purchaser, decider, influence and
initiator. In tconsumer markets, two or more of these roles out od these five roles are playes by several
persons and the entire buying process is quite elaborate.

4. The marketing mix for consumer markets will be dominated by sales promotion, dvertising and
distribution; where as, marketing mix for organization buyers will be personal selling, product design,
service & Price.

Part B – Q-3

Q-3. Develop a market research plan for measuring customer sastisfaction.

How to improve customer satisfaction :

Improvements starts with listening to customers and understanding their expectations. Approach used
feedback with an open mind and engage users to help yu evolve service and product offerings to keep
satisfaction levels high.

What should be measured:

Before deciding what to be measure, it is important to think through what will the data collected. There
must be a commitment to honestly evaluating the input collected with the intent of revising service
attributes ad offerings based on that input.
Core items to be measured :

 How the actions is meeting customer satisfaction

 How services provided and compare with “Competitors”
 Measures of quality & value
 The customer persperctive on how improvements should be prioritized.

To fulfill thee customer satisfaction for the branded retail store, we need to know and measure
the consumer satisfaction. To measure the consumer expectation we need to develop a tight
focused market research plan . Developing a market research for branded retail is not so easy,
because the customers need is difference in demographic enviromnemnt, wide market
sstructure and preferences may vary for everyone.. Anyhow, to develop a perfect market
research for retail orgn we must follow the defines steps on the basis , regarding the satisfaction
of customer towards th retais brands in city. The defined steps to follow are :

 Define the research objectives

 Sampling
 Research methods to follow
 Limit to a time frame

The first place to start with the market research plan is to define your research objectives. Its
extremely important about the answers getting from the research objectives

The research objectives should be :

research objectives will fall under at least one of the following categories:

• To identify potential target market segments

• To establish a buyer profile and demographics for products or services
• To test the feasibility of entering a new market
• To determine market influences on timing, pricing, service, etc.
• To gauge consumer sentiment towards state of the economy and buyer confidence
• To study usage and attitude of product or service users
• To study usage and attitude of competitors' users
• To identify and examine perceptions towards brands, companies, images, packaging
• To capture key concerns and expectations from consumers or users
• To measure customer satisfaction or to benchmark satisfaction against competitors
Sample

Of course, all elements of your market research plan are important to success. But of all elements, your sample is
perhaps the most vital to accuracy. In case you don't know, a sample is simply the people you select to study. You
can't practically study the whole population or the entire market, so you need an adequate percentage and cross-
section of your target consumer

Also make sure your sample reflects the demographics of your target market. So, if your target market
consists of people of various income levels, ethnicities, age groups, home owners or renters, and gender.

Research methods.

There are several research methods available, but our market research plan needs to nbe focused on
one or two methods that wil yield the results.

The research method may be Primary/ secondary research methods.

For our retal org, regarding the customer satisfaction primay research survery is quite useful and good
option for market research.

 Survey = completing questionnaires face-to-face,

 Focus groups = moderating a discussion with users. Useful for capturing key concerns and
messages
 Product clinics and tests - having users try products and give feedback (e.g., taste tests)

Another secondary research is doing thru sources of data availablilty from previous research or
experiences of other retail outlets or competitors in the ciy

Time Frame = Short to a limit, . After a period of time, many factors can affect the results of research.

Conclusion

For our branded retail outlet, these research methods are to be followed to ensure customer
satisfaction about our service. By these circumstances, the primary research thru our customer foot falls
is quite easy to analyse their understndng and expectation in the outlets. Secondary method is enlarge
and previous data availablility may be false due to change in trend. Our Custmers are our better
predictor about our service.