ContentsIntroduction....................................................................................................................................2

1.1) Describe the main stages of the purchase decision making process....................................3

1.2) Explain theories of buyer behavior in terms of individuals and markets.............................4

1.3) Explain the factors that affect buyer behavior......................................................................5

1.4) Evaluates the relationship between brand loyalty, corporate image and repeat purchasing 6

2.1) Evaluate different types of market research techniques.......................................................7

2.2) Use sources of secondary data in two market research contexts (situations).......................8

2.3) Assess the validity and reliability of market research findings............................................9

2.4) Propose a Marketing Research for the chosen company of your study. Your proposal

should be no more than 2 pages and include the following points:...........................................10

Conclusion....................................................................................................................................12

References.....................................................................................................................................13

Introduction

CellphoneS was founded by a group of students Foreign Trade University in 2007 and

originally named CellphoneUK. Company at the forefront in bringing the latest products in

Vietnam. CellphoneUK known through the village with extremely rare product technology. In

2009, CellphoneUK are honored to become the "ambassador of LG Gold Sclass". In 2011,

officially renamed CellphoneUK to be CellphoneS with a slogan: beFirst.Always. So far,

company has all 10 sales locations across the country, with revenues of other great numbers.

One thing in particular, the company's customers, regardless of age, but the target

customers of the company are young people, with a passion for technology, and are willing to

experiment with the latest products.

1.1) Describe the main stages of the purchase decision making process

When referring to a concept in Marketing: "Consumer Buying Behavior", most of us feel

rather vague and it is not entirely clear. So, I will begin to define and analyze the concept of a

simple way. First of all, purchase behavior is a

decision-making process and the behavior of

those includes buying and using products. Buying

behavior of consumers mention the final decision

in buying behavior of consumers. To finding

more about "Consumer Buying Behavior", the

paragraph will follow the five stages of the

buying decisions of consumers. Rather than

repeat theory, I will direct and analysis applies

"Consumer Buying Behavior" on my behavior

with mobile company (CellphoneS). First, in this

period - recognition problems, a consumer recognize or realize that their desired state is different

from the reality of their condition. Apply for myself, when I feel old phones obsolete, slow

operating system, I have some money saved from before, I decided to go buy a new phone to

satisfy the demand of myself. In the search phase, I will realize that what I should demand in a

smart phone, I will learn and research through social networking sites, the poster of the store, the

popular tech site. Once I have selected the necessary information, to stage 3, I will evaluate his

options. Because I always have good ideas of exactly what I wanted, so I made a comparison

between the products of CellphoneS and substitutes by elements of strength, weaknesses, etc.

Stage 4 is the time I will review and make a final decision

whether to choose the product or not cellphones and will

proceed to the payment process. In the final stage, I decide

whether I feel satisfied or dissatisfied with the results of

purchase. This is where cognitive dissonance occurs, "Did I

make the right decision." If I satisfied or dissatisfied with

their decision, I will give the personal views for cellphones to

help them get the experience for the customer later.

1.2) Explain theories of buyer behavior in terms of individuals and markets

In fact, the marketing analyst CellphoneS always wanted to study the behavior of

customers in the buying process. There are plenty of simple models shown are purchasing

behavior. But a model is widely accepted to be the technology products is Adoption model.

According to this

model, in order to

achieve progressive

outlook, CellphoneS

need to create the

desired customer and

must take all steps of

Adoption Model.

Because the

company's main

products are the

products technology,

should go from step 1

to step 4 can last

weeks, months and sometimes even years to investigate. Assuming that all the company's

activities are focused on one target customer. With the first phase (Awareness), CellphoneS use

these promotions to introduce a client to know the company's products, are exposed to the

product. But the bottom line is the customer's attitude may the neutral level, they may not be

evident. In step two (Interest), to stimulate the desire of the customer, CellphoneS can hold the

event, the event notification feature of the product line attractive to customers, create their

eagerness to forcing them to learn about the product. And now is time that the consumer will

decide what information is really needed, they are introducing what products useful or not, there

should always buy the product or not. At this stage (Evalution), customers have too many

thoughts, if you want to accelerate to purchase process, they should consider the organization of

the event for be experience for customers at stage 4 (trial). These events help customers get the

best experience so they can go to the final stage of the Adoption (or rejection). The problem here

is CellphoneS analysis should start from an analysis of one target customers. The reason is that if

the customer is a target customer of company, from him/her, a company can predict the behavior

of a group of target customers. So CellphoneS can build themselves the necessary actions based

on theoretical models purchasing behavior of customers (individual and market)

1.3) Explain the factors that affect buyer behavior

When I look at the factors deciding to buy CellphoneS phone, I have considered based on

three major factors: Social factors, Personal factors and Psychological factors.

Personal factors: I also use two factors to assess their decision before deciding to

buy products of CellphoneS. Prepared with the aim of buying a new phone, I

based on two factors Income and Life style: I have save money before, combined

with a small of income monthly to buy a modern phone that has a high systems

and trendy. However, the buying behavior of mine will be effected if existing the

gap between wanting product and money I had. Because, I can find easily a

mobile that ensure high operation, trendy, but my income cannot purchase, I will

not buying it.

Social Factors: I still live with my parents, so buying a new phone - an expensive

product, I have to consider and listen to the opinions of parents. So my shopping

behavior dependent on family, if my parents say no, I definitely would not buy a

phone that I want and vice versa.

Psychological factors: I can say pretty much affected the psychology of people

born outside Vietnam. At the line of CellphoneS, I can find two product lines to

satisfy two needs are highly configurable and trendy. The bottom line between

two lines of products are price and brand (Sony with China). With the same

configuration, China products are cheaper than the Sony's brand. But with my

mentality, I cannot buy the right with the desired configuration but I still would

choose the Sony brand.

In fact, to be able to make a perfect decision for buying the phone I chose, I love

combining all these factors together, and think about them in the same time. It may be the time

when I was standing in front of the CellphoneS retailer before Purchase process or in the process

information research at home.

1.4) Evaluates the relationship between brand loyalty, corporate image and repeat

purchasing

With CellphoneS, they define their target customers are young people, technology

enthusiasts and are willing to

invest a sum of not less for the

phone. Therefore, company

always want to build

relationships with customers

through services, utilities that

supplement company when

buying each product. For

example, I bought a smart

phone in the Xperia ZL at

CellphoneS. When I bought

the phone, I was had a free gift

beat headphone (value: 2million). It is bundled with this phone Xperia ZL. Another way to help

increase the company's reputation, CellphoneS installed a genius soft in my phone. This software

will help me keep track machine, check for updates automatically and report the fault of the

machine for I, I feel it's very handy. Since then I feel more trust at the CellphoneS, and often

purchase products in store. Another form to help companies develop a relationship with me when

I buy products, they give me a platinum card customers (15% discount all products). This move

helps me feel my company very seriously and want to have a relationship with my sturdy.

Brands can be defined as a new form of the product, service or organization but having a

recognition, name and an image. Brand promise is what consumers will get when they buy a

product or service of your brand. Brand Image

(brand image): Is that all what customers draws

from a brand. These concepts build on and

complement each other (Brand brings Brand promise create Brand Image) In CellphoneS,

managers had built a brand promise to customers "Be first. Always" They always want their

customers who want have experienced in the new products first. Therefore the image of the

company associated with trust comes from younger customers who crave the first to use a new

product. Cellphones have created a strong brand image and always bring success in business. If

cellphones do not have a strong brand name, make sure the company is just like every small

private phone store and no voice in the market.

2.1) Evaluate different types of market research techniques.

"Marketing research is about researching the whole of a company's marketing process."

Palmer (2000). CellphoneS want to get an effective marketing campaign, they need to come from

the essential requirements of the company. Currently, the company wants to expand a branch in

the Long Bien district. To do that, company needs to find out which items customers want to

experience and purchase; is location appropriate. So the company can use these methods to

gather information as "Observation, Interview, Questionnaire, Focus group". Each method has

good views and bad views. For example, the Interview, can gather information quickly but

sometimes the information is not true, and sometimes people are uncomfortable with interviews.

On the "Focus Group", this method has advantages such as cheap and fast information obtained

than "Interview" and deeper, but the data can be obtained lacked actual, and very difficult to

handle information. So, with the current business model of the company, the two methods

"Observation, Questionnaire" is most appropriate. In terms of "Observation" of CellphoneS

managers can observe customers into the store to buy what product they like, observe whether

what the best product they want to use. Also, with this method, CellphoneS can be observed and

choose positioned in the area of Long Bien district. In terms of the remaining "Questionnaire"

CellphoneS can be combined questionnaire survey on their forum. An online questionnaire was

designed for the customers when they want to see the product remotely on website. In addition,

companies can use paper questionnaires to give to their customers when they buy and see the

product at store. Finally, if CellphoneS want to have a good database, they need to apply the best

techniques. Through above technique, company can get the best ideas to grow business in Long

Bien district area.

2.2) Use sources of secondary data in two market research contexts (situations)

Return to the needs of companies, CellphoneS're looking for a location to expand the

business side of Long Bien district area. This is a completely new area that the company decided

to invest in development. However, all database clients of the company are not used. The

company will have to use the other secondary sources to renew data in new location. To save

time and effort, CellphoneS can use to the database has been collected from various sources.

Here, the data that companies should collect is: the level of customer consumption Long Bien

district area, population structure, income. (All information of secondary sources the company

can find on Internet)

Level of consumption and population structure: Finding out what the level

customer's consumption is a very real problem that CellphoneS should conducted.

Because if the company chose to place shop in that area, they need to check the

frequency of buying high tech of customer, or the company's business will not be

high. Besides, it would be difficult to obtain information on this matter. One way

can help companies get things they want, the company review the financial

statements of a number of technology companies such as Tran Anh, HC center. If

sales of the company in the field of high technology, it is possible Cellphones

identify the level of consumption of the people here. In addition, companies

should seek information about population structure. According to the Department

of Statistics (http://gso.gov.vn/), Long Bien district has a young population is

quite high, so easy to predict target customers for CellphoneS is quite high. With

these factors the company can fully get the data to make decisions

Income: Another factor is the customer's income. CellphoneS also need to pay

attention to this factor. Because the main items of cellphones is high quality

product with a price in the mid-range and high. If customer turnover is not high,

they will not seek to purchase CellphoneS. Fortunately, according to the GSO

(http://gso.gov.vn), Long Bien district revenue is relatively high per capita, thus

placing a branch here will perfectly reasonable for CellphoneS. With its products,

the company's products in accordance with the income of people in Long Bien

District will create good conditions for the business situation of the company.

2.3) Assess the validity and reliability of market research findings

The key for successful of a market research findings focus on 2 elements as brief and

quality of the research brief.

A researcher may wish to acquire a quality questionnaire based on cognitive psychology

and customers’ behavior, they must adhere to the following steps of the process:

Set the objective of the research

Define the research problem

Assess the value of the research

Construct the research proposal

Specify data collection method (s)

Specify technique (s) of measurement

Select the sample

Data collection

Analysis of results

Presentation of final report

If you have followed the above steps complete, a full report and have obtained good

evaluation results depend on whether or not the problem that it solved by questionnaire in

research. For example, if CellphoneS wants to establish questionnaire to survey the quality of

products in recent times and the level of customer satisfaction in terms of quality staff. But if in

the second step of the questionnaire to identify the wrong company research issues (wrong is

satisfaction level of customers for product in recent times), then the next step is to do the matter

will makes the final data analysis is not possible and not right. So a study table called well or not,

when it is properly defined the right research problem and has a data background information

fully and accurately.

In many situations, the questions in the questionnaire are correct but still get the answer

wrong or vice versa is perfectly normal. For example, there are questionnaires the following

question: "Would you like to purchase and experience products at CellphoneS?" answer can get

"No, I used to buy and experience products with my friends”. This is a case where the person

making the questionnaire cannot understand what the question is asked, so they had answered the

question wrong purpose.

2.4) Propose a Marketing Research for the chosen company of your study. Your proposal should be no more than 2 pages and include the following points:

Rationale: In 2013-2014 was a year witnessed many changes in the technology market

worldwide. Many vendors have released products is extremely delicate to the touch and

flawless satisfy almost all customers. Everything is spinning around a rotation

technology, is not except Vietnam. In our country, there are too many large technology

companies like FPT, Tran Anh, HC center, etc. become the top and also many small

companies began to emerge (e.g. CellphoneS typically). Therefore, to achieve sustainable

development and afford to compete, with the big capital is not enough, the company

needs to expand its area of operation. But with information and customer data of the

company is still lacking in the inner-city neighborhood. Therefore, this study will help

the company additional data needed, and can determine the appropriate factors to make

investment decisions branches in new locations.

Scope and Sampling: The research was made in Long Bien District for observation and

questionnaire for all people click online of company’s website and who come the store at

Hai Ba Trung, Hoan Kiem District.

Research question:

o What is the level of target customer converge at Long Bien District?

o Is Long Bien District comfortable for company to develop business?

Research method and tools: In this study, both approaches using data collected as

primary data and secondary date will be used. To be able to get the information flexibly

and accurately, CellphoneS used as observation, questionnaires (online and paper), the

available data obtained from external sources (the Internet).

Resources and Work plan

Stages Budget (VND) LaborTime(start/end

weeks)

Prepare plan and proposal 20,000,000 5 1 – 3

Designing questionnaire and plan observation

5,000,000 3 2 – 4

Finishing preparation 5,000,000 1 4 – 5

Make questionnaire to Long Bien District

3,000,000 30 5 – 9

Observation at store 1,000,000 15 5 – 9

Collect and Analyze primary data 7,000,000 5 10 - 12

Collect and Analyze secondary data 4,000,000 3 10 – 12

To sum up the entire database 5,000,000 3 15 – 16

Final presentation and make decision

10,000,000 5 16 – 18

Total 60,000,000 70 18

Conclusion

Through information, techniques and research methods in the analysis, the article

provides a look for CellphoneS Company to have specific research. The company may have

more choices when doing survey research; then, they may have the right decision in choosing the

next branch to develop the business of company

References

Cellphones.com.vn, (2014). CellphoneS - Hệ thống bán lẻ di động toàn quốc. [online] Available at: http://cellphones.com.vn/ [Accessed 12 Jun. 2014].

Perreau, F. (2013). The 4 factors influencing consumer behavior. [online] Theconsumerfactor.com. Available at: http://theconsumerfactor.com/en/4-factors-influencing-consumer-behavior/ [Accessed 12 Jun. 2014].

Reighley, C. (2010). Six Stages of the Consumer Buying Decision Process. [online] The Reighley Group. Available at: http://www.reighleygroup.com/2010/05/17/six-stages-of-the-consumer-buying-decision-process/ [Accessed 12 Jun. 2014].

Researchomatic.com, (2014). Marketing Intelligence | Researchomatic. [online] Available at: http://www.researchomatic.com/marketing-intelligence-151862.html [Accessed 12 Jun. 2014].

StudyMode, (2014). The Relationship Between Brand Loyalty, Corporate Image, and Repeat Purchasing. by. [online] Available at: http://www.studymode.com/essays/The-Relationship-Between-Brand-Loyalty-Corporate-1152404.html [Accessed 12 Jun. 2014].

Marketing Intelligence. (2010). 1st ed. London: BPP Learning Media, 13, p. 42 – 50