Marketing Decisions and Purchases Analysis

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A structured focus group of 3 people with the recent purchase of a similar big-ticket item

This paper considers a group of three persons, Tom, Harry, and John. Tom wishes to invest in a good vehicle, Harry wishes to purchase a television set, and John wishes to send his daughter, Pauline, for higher management studies to Boston University to join a business course “designed to increase diversity and opportunity in business education” (Walsh, 2010).

Person	Primary motivating factor	Degree or level of need satiation	Factors determining purchase decision	Presence of alternative	Main criteria or utmost buying point
Tom, Upper middle class Professional advocate	Save time and costs of public transport Privacy need	High, also caters to ego needs	Fuel costs, a brand of vehicle, performance, Resale price, Estimate running life of the vehicle, economy	Competitive brands, Car hiring	Cost of vehicle, fuel – running, and maintenance costs
Harry, Business man in real estate thriving business	Source of entertainment for the whole family. Stress buster	Medium, Status symbol	Brand performance, Channels, life, and resale value	Could settle for low priced rival models offering similar advantages	Purchase price and brand selection
John Professor in university, Highly educated	Wants Pauline to be professionally qualified	High degree of Responsibility to child	Status of the institution and public image	Boston Univ is the best for this discipline	Good professional degree, job prospects, advancement

The structured questions used in the focus group

The structured questions in this focus group are grounded on brand attributes, how many attributes are present in brands, how could a proper weightage be carried out, and finally, what are the factors that cause customers to exercise brand choices. “Brand Attributes portray a company’s brand characteristics.” (Brand attributes, 2009, para.1)

In the first case, the proposed purchase of the vehicle by Tom, the brand attributes could be in terms of pricing, quality, safety, comfort, and speed of the vehicle. These different attributes could be listed out, and the major attributes that Tom desires are listed. Thus, it is necessary to find out Tom’s priorities and, through survey methods, find out which brand fits these priorities. Thus the marketing team of the company, which markets vehicles, needs to be aware of the common attributes that engage customers, but this may not always be the case.

Branded goods are more designed to serve customer need satiation, since “Consumers expectations of quality product is a mainstay in Branded goods.” (Branded goods for safety and advantages, 2010, para.1). The priorities that Tom, Harry, or John has with regard to the purchase of goods and services may not be in commensuration with industry norms. For instance, high-quality branded goods may be in demand, but Tom or Harry may choose low-cost products. Again, in the field of education, competitive pricing may be a crucial factor, but John may not be concerned about price. Rather he would be anxious about the quality of education, faculty, recognition, and knowledge advancement that these courses provide and offer. Through consumer survey, it is possible to provide ratings say from 1-10 regarding brands of goods and services, from the lowest 1 to the most favorable, 10, and determine a common trend, but this does not necessarily mean that all consumers follow these attributes in toto. “No matter how it is obtained, information on perceptions and attribute importance is critical to understand how your customers are making decisions.” (Analysis for marketing decisions, n.d, p.112).

Reference List

Analysis for marketing decisions, (n.d.), Part II, p.112. [Provided by customer].

Brand attributes. (2009). Management study Guide. Web.

Branded goods for safety and advantages. (2010). Hub Pages. Web.

Walsh, C. (2010). Business school boost. Harvard Gazette. Web.

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Marketing Decisions and Purchases Analysis

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