描述購買決策過程的主要階段
 

p - 1:描述購買決策過程的主要階段

企業購買決策過程

企業購買決策過程包括以下步驟:

問題識別

一般需求描述

產品規格

供應商搜索

建議征集

供應商選擇

順序程序規范

績效考核

(科特勒,阿姆斯特朗,2008)
 

問題識別:它將發生在當一個組織認識到一個問題或需要通過購買產品或服務來滿足消費者需求，這個時候就會發生。
 

一般需求描述:假設一個組織想要改善其服務或產品，就需要對參與這個步驟所需的服務和產品的特點進行顯式地表達。
 

產品規格:黨一個組織需要表達產品或服務的規范規格，這些規范規格通過技術咨詢或工程要求得以實施。
 

供應商搜索:在這個步驟中，一個組織將搜索所需的供應商的貨物，而這個搜索過程可以通過回顧貿易目錄實現或通過電腦進行搜索。它顯然確定最終候選人名單，這些候選人普遍具有良好的聲譽,并提供最好的交易。
 

提案征集:一旦搜索完成，一個組織將邀請供應商提交他們的建議,在這種情況下，供應商和或組織都可以通過這種形式提出自己的要求和相應地需求。
 

Describe the main stages of the purchasing decision making process

P-1: Describe the main stages of the purchasing decision making process

Business buying decision process

Business buying decision process consists of the following steps.

Problem recognition

General need description

Product specification

Supplier search

Proposal solicitation

Supplier selection

Order routine specification

Performance review

(Kotler, Armstrong, 2008)
 

Problem recognition: It will occur when an organization recognizes a problem or need that can be meet by buying a product or service.
 

General need description: Let's assume that an organization wants to improve its services or products soin this step characteristics of the services and products needed are explicitly expressed.
 

Product specification: After the pervious step an organization will express the specification of the product or services which will be of course done with the consultation of the engineering or technical team.
 

Supplier search: In this step an organization will search for the supplier of the goods needed this can be done by reviewing trade directories or by doing computer search. It will obviously short list those one who has good reputation and offers best deals.#p#分頁標題#e#
 

Proposal solicitation: Once the search is complete then an organization will invite suppliers to submit their proposal, in this case presentation by the supplier might be needed.
 

Supplier selection: In this step the organization will finalize the supplier. Factors like competitive prices, honest communication, quality products and services etc are of great importance in this regard.
 

Order routine specification: At this stage the organization management will prepare an order-routine specification. It will also incorporate final order with selected supplier and list of other elements technical services after sales required, date of delivery return polices and warranties etc.
 

Performance review: After order-routine specification in this step organization will assess the performance of the supplier's products or services. This may lead organization to keep on, change, of drop the arrangement with the supplier.
 

Consumer buying decision process

Consumer buying decision process consists of the following steps

Need recognition

Information search

Evaluation of alternatives

Purchase decision

Post Purchase behavior

(Kotler, Armstrong, 2008)
 

Need recognition: The process starts with need recognition the buyer feels that he should have the specific products or services in order to fulfill his need. The reason behind this can be internal stimuli i.e. need to fulfill and external stimuli i.e. products or services ads.
 

Information search: An interested prospect intending to buy products or services will search for information regarding various companies offering those products or services. He will use sources like internet, friends etc.
 

Evaluation of alternatives:The marketing people of companies need to know about how various consumers evaluate products or services well the process is not easy to understand. Here the consumers might keep the following points of evaluation criteria prices, quality, and brand.
 

Purchase decision: Normally the consumer is suppose to buy that product or service which up to highest level fulfill his evaluation criteria but even at this stage same factor might alter consumers decisions.
 

Post Purchase behavior: Consumers buying decision process does not end with the purchase of the product or service it engages itself in post-purchase process. This determines whether the buyer is satisfied with product or service bought or not. If satisfied then good word mouth will happen and vice versa. Consumers' satisfaction, dissatisfaction or delightedness depends upon buyer expectations and the product or service quality perceived performance.
 

P-2: Identify approaches and theories of buyer behavior in terms of individuals and markets#p#分頁標題#e#

The basic purpose of marketing is to affect how customers think about the organization and about its products. To affect what's, when's, and how's of the buying behavior, marketing managers should first understand the whys. Buying behavior is very hard to understand yet it is extremely important task that marketer need to perform. If a marketer can identify buying behavior of its target audience, he or she will be in a better position to target products and services at them. Buyer behavior is focused upon the needs of individuals, groups and organizations.
 

Talking about buyer fundamentally there are two types of buyers recognized the first is the Ultimate consumers and the second one is business buyers (in this outcome markets refers to business buyers).
 

Ultimate Consumers: Those individuals and households who buy good and services for personal consumption.
 

Business buyer: Those firms that buy goods and services for the use in the production of their products and services or for the purpose of reselling and renting them to others at a profit.
 

Approaches used to alter target audience buying behavior
 

Model for Consumer behavior

For companies the buying decision is the most crucial element for their entire organization. The most prominent question in the regard is that: how do consumers respond to different marketing activities that a firm might use? The first step in finding the solution to this important question can be stimulus response model of consumer buying behavior. This model suggests that marketing efforts and other stimuli enter the consumer's “black box” and produce certain responses. Marketers' must understand what is their in that black box.
 

Marketing stimuli consists of four Ps and includes other major environmental forces and actors like economic, technological etc. All these inputs go in the black box, where these efforts are converted into various responses like product choice, dealer choice, purchase timing etc.
 

The important thing that marketers need to figure out is that what is there in black box. It has twp parts first buyer's characteristics influence how he or she perceives and reacts to the stimuli. Secondly the buyer's decision itself affects the buyer behavior.

(Kotler, Armstrong, 2008)
 

Model for business buyers

This model helps the marketers to understand that how business buyers will respond to various marketing stimuli. The marketing and the other stimuli which are carved in order to affect buyer behavior are similar to the consumer model. How ever the expected responses are little bit different which include Product or service choice, supplier choice, order quantity etc. the biggest difference between consumer and business model is the difference between the factors and people which alter and perform buying process. With in the organization purchasing those goods consists two major parts: the buying center i.e. the people who make the ultimate decision and buying process. This approach suggests four questions about business buyer behavior. What buying decisions do business buyers make? Who participates in the buying process? What are the major factors that influence buying process? How does an organization make its buying decision?#p#分頁標題#e#

(Kotler, Armstrong, 2008)
 

Types of individual and business buying behavior situation

Complex buying behavior: in this type of buying the situation the consumer is highly involved in the purchase process and there is a clear perceived different among various brands. For example if someone intends to buy an insurance policy in this case he is highly involved in the process along with having significant information about various companies.
 

Dissonance- reducing buying behavior: when the consumer is highly involved in the purchase process but he knew very little about companies offering that particular good i.e. he cannot differentiate brands for example in Pakistan if someone intend to buy a dry cleaner in this case he or she may deeply involve in the buying but having very less information about the brands.
 

Habitual buying behavior: this type of buying process incurs when there is low involvement of consumer and the buyer has few significant perceived differences about brands.
 

Variety seeking buyer behavior: It occurs under the condition of low consumer involvement in the purchasing process but having significant knowledge about different brand. For example buying a cold drink.
 

Types of Business buying behavior situations

Straight re-buy: an organization buying things in a routine order without any modification. For example if a car company buys tires on routine basis without any medication.
 

Modified re-buy: in this buying situation the buyer reorders something but along with instructions of some modification. For example if Car Company reorders tires but with some modifications let's say with good quality rubber.
 

New-Task: when a business buys any product or service for the first time this type of buying situation is called new task. For example if a Car company diversify and buy machine for tire manufacturing.
 

System selling: Purchasing a packaged solution to some problem for single seller as a result ignoring all the separate decision involved in a complex buying situation. This is often a key marketing strategy for availing and retaining business accounts.

(Kotler, Armstrong, 2008)
 

Maslow's theory of Motivation

Abraham Maslow's through his famous theory explained that how human beings are motivated by particular needs at particular times. He argued that all behaviors start with a need: physical needs social acceptances are examples of needs. Why does a person spend so much of money and time on personal security and on gaining social status? His answer to this is that human needs are arranged in hierarchy from the most compelling one in the start and the least compelling one at the end. These needs include physiological needs, safety needs, social needs, esteem needs and self actualization needs.#p#分頁標題#e#
 

An individual tires to attain such means through the most pressing (physiological needs) needs can be satisfied once one level's needs are sufficiently enough satisfied then an individual will endeavor to satisfy the next level's needs like for example any body physical and security needs should be satisfied sufficient enough in order to get telecom services as this services can be related to belongings level because many people buy this service in order to communicate.

(Maslow, Blogger, 1954)
 

Freud was psychologist he believed that people are largely unaware about the actual psychological forces shaping their behavior. He observed that people while growing up keep inside many urges which are never eliminated or under full control: they are expressed in dreams, slips of tongue etc, or some times in psychoses.
 

His theory suggested that human beings buying decisions are influenced by subconscious motives that the purchaser may not fully understand. For example if any person buys a Mercedes might say that I have bought it because it's very comfortable and make status statement. At a deeper level the actual reason might be to eliminate the feel of inferiority.

(Kotler, Armstrong, 2008)
 

P-3: Explain the factors that affect buyer behavior

As explained earlier that there are two types of buyer who are the ultimate consumer and second one is business buyer here factors that influence there buying behavior is explained separately for both.
 

Factors that affect final consumers buying behavior

Consumer behavior is deeply affected by cultural, social, personal, and psychological characteristics these factors at most of the time are uncontrollable. These factors are explained in detail which is as follows:

Cultural factors

Culture: Culture is basic reason behind any person wants and behavior. Human being's behavior is mostly learned. As time passes our culture is becoming more materialistic which implies that people will buy more electronic and other technological goods so changing culture is a bit difficult for those firms which are not advanced technologically.
 

Subculture: Each culture has smaller subcultures. It is basically a group of people who have same value system based on ordinary life experience and conditions.
 

Social class: Social classes are a society‘s permanent and arranged sections whose members beliefs in common values, interests and ways of doing things. It is not determined by keeping on element in mind like income rather factors like occupation, income, education, wealth, and other variables are kept in mind.
 

Social factors

Groups: A person's way of doing things is also altered by the group to which he belongs. Group can affect firm's target audience in some way or other.#p#分頁標題#e#
 

Reference group: Reference group for a person is that group to which he admires. It serve wither in straight (face to face) or indirect point of judgment or reference in forming a person's attitude or behavior. People most of times are influenced by reference group to which they do not belong.
 

Family: It is the most significant consumer buying unit in a society and it has been researched widely. Marketing managers must pay a great deal of attention to the roles of consumers which deeply influence the purchase decision while buying products or services to themselves.
 

Roles and status: A person at the same time belongs to different groups- family, organization, clubs, etc. A role consists of actions that one is suppose to execute according to environment around him or her. Very role contain a status representing the general esteem given to it by society.
 

Personal factors

Age and life cycle stage: Choices of food, clothes, etc are often age related. People change their buying habits with changes in their age. Purchasing is also influenced by the stage of the family life cycle- the stages through which families might.
 

Occupation: An individual occupation influence the choice of goods and services bought.
 

Economic situation: A person's buying pattern is affected by economic situation in a very significant manner. For example economy of Pakistan is in a worst shape so people will have less money to spend which they will buy products or services too so this factor is really important for firms.
 

Life styles: life style is a person way of living presented in this or her psychographics. Individuals which belong to same culture, subculture, social class and occupation may have different life style. Life style portrays something more than on person's social class or personality.
 

Personality and self concept: Personality means the distinct psychological attributes that lead to comparatively consistent and lasting responses to one's own world. Each person distinct personality put and effect on his or her buying pattern. It is usually described in term traits like self confidence, autonomy, adaptability and aggressiveness.
 

Many marketers utilize a notion related to personality i.e. “self concept”. The idea which self concept convey is that people possessions contribute to and reflect their identities; that is we are what we have. Hence to understand your target audience psyche first you must understand the relationship between self concept and possessions.
 

Psychological factors

Motivation: Human beings at the same time have many needs. Some are biological such as hunger, thirst or discomfort others are physiological, arising from the need of recognition, esteem, or belonging. A need transformed into a motive when its deficiency is experienced up to an intense level thus compelling a person to satisfy it. Two famous theory regarding motivation were proposed by Sigmund friend and Abraham Maslow.#p#分頁標題#e#
 

Perception: It is the procedure by which human being select, organize, and interpret information to form meaningful picture of the world. If for example people perceive a firm as a good company so more and more people will buy its products or services as its existing customers will suggest it to others.
 

Learning: When people take action they learn. Learning is basically changes in the individuals' behavior as a consequence of experience. It incurs when on interacts with stimuli, cues, responses and reinforcement. When one buy firm's products or services and or respond to its advertisements and if he/she found the sayings of firm correct so consumers will learn about its products and services in a positive manner and vice versa.
 

Beliefs and attitude: A belief is an expressive thought that a person has about something. It may be based upon real knowledge, opinion, or faith and it also may or may not have an emotional factor. It is of great importance to any firm marketers because it shapes its brand image that alters purchasing decision.
 

Attitudes are comparatively consistent evaluations, feeling, and tendencies toward object or idea. It structures people liking and disliking patterns. Changing someone attitudes is a very hard task to perform.
 

P-4: Evaluate the relationship between brand loyalty, corporate image, and repeat purchase

Before explaining the relationship between these three elements first its definition one should understand its definitions.
 

Brand loyalty: brands that consumer generally buy from the same manufacturer repeatedly over time rather that buying it from multiple suppliers within the category. It also refers to the degree to which consumers consistently purchase the same brand within the product class.

(12manage)
 

Corporate image: The perceptions and impressions of an organization by the public as a result of interaction with the organization and the way the organization presents itself. Organizations have traditionally focused on the design of communication and advertising materials, using logos, symbols, text, and color to create a favorable impression on target groups, but a variety of additional activities contribute to a positive corporate image these include PR programs.

(CBS Interactive Business Network)
 

Positioning (the way the consumer perceive you or in simple words corporate image) of a company is affected by

Performance of an organization

Features of products or services

Shape of firm's offering

Distribution channel used

Location of a company offices and outlets
 

Countries of origin i.e. the country where organizations headquarter are located. For example France is famous for perfumes so some company office is there so it is obvious that people will perceive it in a positive manner. This factor has been discussed deeply by famous Harvard professor Michael E Porter in his book “Competitive Advantage of Nations”.#p#分頁標題#e#
 

A company that mismanages or ignores its image is likely to encounter a variety of problems. "Reputation problems grow like weed in a garden," Davis Young wrote in his book “Building Your Company's Good Name. Four types of positioning error can occur
 

Under positioning: in this condition firm is not able to portray full benefits of its offerings.
 

Over Positioning: in such status quo company narrow its image in the mind of consumers.
 

Confused Positioning: consumers are confused that what does this company really offers and to whom.
 

Doubtful Positioning: in this situation buyers are skeptical that whether whatever the company is saying is true or not.
 

Repeat purchase: This term is referred to the notion when customer buys the same brand purchased by him on the previous occasion; also called repurchase. Brand loyalty can be calculated by a pattern of repeat purchases. For retaining (repeat purchasing) so that consumers buy your product again and again the business should produce better product then their competitors.
 

P-5: Review and evaluate different type of market research techniques?

Marketing research is a systematic design of collection, analysis and reporting of data in order to improve management decision by providing relevant, accurate, and timely (RAT) information.

(Aaker, Kumar and Day, 2005 p.no.1)
 

Marketing researchers employ different kinds of research techniques in order to meet their research objective. The following are different kinds of marketing research techniques which are discussed and evaluated in detail below:

Qualitative marketing research techniques

Observational marketing research technique

Different surveys techniques (Quantitative methods)
 

Experimentation

Qualitative marketing research techniques: These methods are less structures and more flexible. Data gathered from these kind of marketing research techniques is very rich and deep because of the longer and flexible relationship with the respondents which implies more chances of new insights and perspectives. There are three main areas where these techniques can be employed.
 

Exploratory: defining the problem, suggesting hypothesis etc.

Orientation: learning more about consumer real motives; the way the think.

Clinical: having and insight in to such issues that otherwise is might not be possible to know with structured research methods.

So for the following qualitative marketing research techniques have been identified and employed by researchers.

Individual in-depth interviews

Focus group session
 

Projective techniques

Individual in-depth interviews: These types of interviews are employed by having a face to face contact with the respondents in which an issue is discussed in great details. There are two basic types of individual in depth interviews which are nondirective and semi structured. In nondirective interviews the interviewee is given full freedom to respond within the limits of issue under discussion, such sessions are one to two hour long. In semi structured interviews the researcher attempt to explore only those area which are on his list. The time and exact wording are pre decided for each question to be discussed.#p#分頁標題#e#
 

Advantages

Studies can be conducted in remote area through telephone in depth interview.

Data gathered is rich and deep because of the time consumed.

Focus on research issue.

More value: it helps the researcher to find unconscious motivational factors.

Semi structured interviews are very flexible to interview busy executive because time and wording is pre decided.
 

Disadvantages

Time consuming because most of time these sessions are conducted for 1 to 2 hours.

Difficulty regarding record keeping most of people especially executives don't like tape recorders.

As very few people are considered for the research so it means a poor representative of the whole population

This type of techniques requires very skilled researcher which might become a problem in some situations.
 

Focus group sessions: It is the process of attaining possible idea or solutions to a marketing issue from a group of people by discussing it. The basic elements which makes a focus group session successful or flop is group interaction on a chain of topics introduced by a moderator. The group included consists of five to nine members who are encouraged to express their opinion on the issue, and to further explain or react with the views of other respondents. The main aim is similar to unstructured interview but the moderator plays a more inactive role in the discussion.
 

Advantages

It provides more encouragement than an in depth interview which results in new perspectives.

People speak out in these sessions because of a sense of security by being in a crowd (group behavior).

More depth: as it names explains that these session are focused on one issue which means more value and deepness in the data.

Sparking: some time one person views sparks a new idea in another respondent's mind which is unlikely to happen in depth interviews.
 

Disadvantages

Time consuming: as these sessions are conducted for 2 to 3 hours.

Again the respondents selected might not a better representation of the population.

Poorly conducted session leads towards wrong results which mean waste of time and money

Its cost is very high.

Analysis and interpretation of the data collected is very complex because of dispersion in the respondent's opinions.
 

Projective techniques: This technique is employed by presenting an ambiguous, unstructured object, activity, or person that a respondent is asked to explain. Respondents' involvement is directly proportional to level of ambiguity which will result in hidden motives and feeling. This technique become a part of whole research design when it is expected that a population's sample will not or cannot respond expressively to a direct questions about the reason for certain behavior and about the motives behind buying certain products. It has different kinds for example word association, picture interpretation, case studies etc.#p#分頁標題#e#
 

Advantages

It is used by researchers where other techniques cannot be used to obtain the research objective i.e. it helps to identify hidden consumer motives.

By using this technique a marketer can identify opportunities for really new functions in any product category.

The word association technique has been very useful for obtaining responses to potential brand names.

Strong control on research information as it is a simulation test so it wholly depends upon the researcher that where he want to take the research.
 

Disadvantages

Very difficult to employ because of its complexities and skill requirement for the researcher.

It might be very hard find the right persons for these tests.

It might not be possible to employ this research method in some parts of the world because of the technology requirement for these tests.

Idea taken from (Aaker, Kumar and Day, marketing research, 2005)
 

Observational marketing research technique: Observational research or field research is research technique that involves the direct observation of people in their natural setting. There are many types of observational methods which have been identified and implemented by researchers. These methods have yielded very good results. Some organization believe very much in observational methods for example Swedish home appliances maker Electrolux.
 

These techniques are widely used in retail store audits, shelf space audit etc. its different kinds are direct observation, contrived observation, Content analysis, Physical trace methods, etc. These methods are limited to providing information on current behavior. Due to this strong argument many researchers do not use these methods. However there are some strong reasons that why observational research should be used in overall research design. Some of the reasons are as follow;
 

Causal observation is an important exploratory research technique. Organization managers constantly observe factors such as competitive prices and advertising activities the length of lines of buyer waiting to buy products of that particular company and read trade journal in order identify threats and opportunities.
 

Systematic observation can be fruitful addition to other research methods. For example during a personal interview if a researcher observe the respondents race, his neighborhood, and other conditions under which he lives so it this data can supplement his analysis .
 

It can be some time the most effect way to check the effectiveness of some activities. For example it can help a researcher to observe in store traffic pattern, check the effectiveness of in store advertising etc.
 

Advantages

It is probably the less expensive if compared with other research methods.

#p#分頁標題#e#

The data achieved through this method is most accurate because the consumers is un-aware that he is been observed so every action is original.

Some time the observation is the only method that can employed. This is the case with infant children they are not able to clearly identify their choices so observing them is the only choice.

Physical trace method tough used very rarely is also sometimes the only option left. For example if someone want to measure the amount of Alcohol consumed in Peshawar so it can only measured by counting the bottles in carbides because officially Alcohol is not allowed for sale in Peshawar.
 

Disadvantages

Observational methods only observe current behavior they cannot observe human motives, attitudes, or indentations.

It may be sometimes very costly and time consuming if there is a sample problems of the research is supposed to highly subjective.

It cannot be used to study cognitive or affective variables.

Idea taken from (Aaker, Kumar and Day, marketing research, 2005)

Different surveys techniques (Quantitative methods): Following are the different kinds of survey techniques

Personal interviewing

Telephone interviewing

Mail surveys

Web surveys
 

Personal interviewing: It is characterized by the interaction of the four elements the researchers, the interviewers, the interviewee and the interview environment. While a personal interview the interviewer interact with interviewee and at the same time affect on another in an interview environment. Door to door interviews, executives' interviews, Mall intercept surveys; self- administrated questionnaires, etc are the types of this kind of techniques.
 

Advantages

Interest can created in the start through face to face interaction with respondents which will increase the participation rate.

This mode of research can very useful when respondents are asked complex questions. This problem can be eliminated by showing him pictorial aids.

It is the most feasible option when large amount of data is required and the questionnaires contain complex questions.

This type of method has got more flexibility. Some questions can be skipped by the researcher in order to save time if needed.
 

Disadvantages

Personal interviews are time consuming.

It cost a lot as it is administrated for large samples.

Because of time and cost expenditures per person it cost more than mail or telephone surveys.

Telephone interviewing: It is generally more like personal interviewing expect some elements are unique. Its process includes selecting the telephone numbers, the call outcomes, the introduction, when to call and call reports. This is gradually becoming the widespread method for obtaining information from large sample.#p#分頁標題#e#
 

Advantages

It has got more operational flexibility as it can administrated from central place in appropriate hours or from the examiner home.

It less time consuming as more interviews can be conducted in less time.

Time can be better utilized for example if the survey is based on teenagers so one can call on that time on which they are expected to be at home.

It is more efficient than other methods as more people can be contacted in less time.

It can be administrated easily and its cost per interview is very low.
 

Disadvantages

This type of survey method fails to be the most suitable one when complex questions are suppose to be asked as displaying pictorial aids is impossible.

The investigators only relay one verbal cue in order to judge the reaction of respondents which might lead to wrong interpretations.

If the questionnaire is lengthy one the administration problem can occur as people don't have that much free time nowadays.

Some time sample biasness can happen, as some people might not be listed in phone directories or even don't have phones.

Mail survey: Usingthis kind of research technique investigator mail the questionnaire to prospective study participants who fill them and mail it back. Its process is very simple first potential respondents are identified then questionnaires are mailed them and then waiting for their response in the form mailing complete questionnaire.
 

Advantages

The most compelling reason behind opting of this survey mode is its low costs.

The replies are more likely to be of more importance because of its thoughtfulness (as questionnaires are answered at respondents' discretion).

This method very successful when embarrassing or sensitive question regarding finances, sexual behavior etc are to be asked.
 

Disadvantages

The non presence of interviewer means that there is a very lose control over many variables like identifying the respondents, who the participants consult while filling the questionnaire etc.

The method is not feasible in cases where complex questions are included in the questionnaire.

The main disadvantage of mail survey is no-response rate. Although there are way to cope with it but most researchers don't include it in their overall research design because of this reason.

Web surveys: In this method questionnaire is posted on web site where different website visitors fill that questionnaire clients can quickly see the results of surveys. This mode of marketing research is changing roles of doing business.
 

Advantages

This kind of survey reduces interviewer error and bias as there are no researchers involved.

It cost is extremely low because of almost nil data collection cost.#p#分頁標題#e#
 

Disadvantages

High dependency on technology. If some error arouse in the system so then it can lead to very unpleasant situation.

Its main disadvantage is also the non-response error.

Idea taken from (Aaker, Kumar and Day, marketing research, 2005)

Experimentation: It is defined as studies in which circumstances are monitored so that one or more independent variables can be manipulated to test a hypothesis about a dependent variable.

In simple words researcher manipulates the independent/experimental variable and the measures the effect of this change on the dependent variable.
 

Advantages

Give opportunities to researches to test new methods.

Identify the problem in the most scientific way possible which means in an accurate way.

Helps the company to forecast the effect of marketing activates on overall performance
 

Disadvantages

Its cost is extremely high further more time factor makes it's more problematic for the researchers.

Experimenting involves exposing what you are doing to your competitor so sense of insecurity is another problem.

The biggest problem is its implementation problems. For example usually mangers do not cooperate for conducting activities like these.

(Aaker, Kumar and Day, marketing research, 2005)
 

M-1: Choose at least one market research technique for your product and explain why you prefer that?

The type of research that we are conducting is exploratory research because it is going to be conducted for specific research which is drive-in-theatre. The objective of this research is to analyze the target market for drive-in-theatre at Peshawar and secondly, to make a plan of launching it in Peshawar. We have also observed that the high class people of Peshawar visit Islamabad just to watch movies in high quality environment of Cine Pax Cinema on weekends so we thought of conducting a research on the market of Drive-in-Theatre in Peshawar in order to start it as a business. We will use some other techniques like survey and focus group discussion for getting the best output before starting Drive-in-Theatre so that's why we have preferred to use Qualitative techniques for our research.
 

P-6: Identify and use sources of secondary data in two marketing context?

Marketing information must be organized, well in time useful and in a simple shape if it is to make decision making easy. It should also be easily manipulated to satisfy the changing and unplanned requirements of management for information. There is addition to marketing information than marketing research. Certainly, marketing research is a subsystem of the marketing information system. A Marketing Information System (MIS) is a arrangement within an organization intended to gather, process and store data from the organization's external and internal surroundings. The tricks performed by an MIS contain information gathering, explanation (which may involve justification and filtering), scrutiny. Secondary data is very important before collecting the primary data therefore; we will discuss secondary data in detail.#p#分頁標題#e#
 

Secondary data:This type of data is collected by persons, agencies for purposes of other than solving the problem at hand. For example there are two marketing situations for two organizations I.e. Food manufacturer and agricultural product supplier. If a government department has conducted an inspection of, for example, family food expenditures, then the food manufacturer might use this data in the organization's evaluations of the total possible market for their new product. Similarly, statistics organized by a ministry on agricultural production will provide evidence useful to the people and the organization, marketing agricultural supplies.
 

Secondary data sources are one of the cheapest and easiest ways of access to information. The amount of secondary data on hand is very huge so researchers of two organizations discussed above have to search them comprehensively in order to utilize it. There are two sources of secondary data available for their research department, the one is internal sources and the other one is secondary sources.
 

Internal sources of secondary information

The following are sources of internal sources of secondary data:

Sales data: All organizations gather information in the route of their daily activities. Orders are acknowledged and delivered, expenses are recorded, sales persons submit visit reports, invoices are sent out, and returned goods are recorded. A great deal of this information is of likely use in marketing research but an astonishing amount of it is actually used. Organizations regularly fail to become aware of this valuable resource by not starting their search of secondary sources with an internal review of sales invoices, orders, returns from customers and sales force customer calling sheets.
 

Financial data: An organization has an enormous deal of data within its files on the cost of producing, storing, transporting and marketing each of its products. Such data has many uses in marketing research including allowing measurement of the efficiency of marketing operations. It can also be used to estimate the costs attached to new products under concern.
 

Transport data: Companies that keep good records concerning to their transport operations are well located to find which are the most profitable path, and loads. Good data on transport operations enables the business to carry out exchange analysis and thereby establish whether it makes economic sense to own or hire vehicles.
 

Storage data: The pace of reserve products management costs, evaluating the competence of certain marketing operations and the effectiveness of the marketing system as a whole. More complicated accounting systems allocate costs to the cubic space in use by individual products, the time period over which the product occupies the breathing space. These systems can be more advanced so that the prosperity per unit, and rate of sale, are added. In this technique, the direct product profitability can be measured.#p#分頁標題#e#
 

External sources of secondary information

The key sources of external secondary sources are government, trade associations, and commercial services, national and international institutions.
 

Government statistics: These possibly will comprise all or a few of the following:

residents censuses

Social surveys, family expenditure surveys

Import/export figures

Production figures

Agricultural figures.
 

Trade associations:

Trade associations vary extensively in the degree of their data gathering and information distribution activities. Nevertheless, it is worth scrutinizing with them to decide what they do issue. At the very slightest one would normally be expecting that they would generate a trade directory and, maybe, an annual report.
 

Commercial services:

In print market research reports and other publications are available from a broad variety of organizations which charge for their information. Classically, marketing people are paying attention to media figures which has been obtained from huge scale customer. The profitable organization finances the gathering of the data, which is broadly ranging in its content, and hopes to make its money from selling this data to concerned parties.
 

National and international institutions:

Bank economic reviews, university research reports, journals and articles are all valuable sources to contact. International agencies such as World Bank, IMF, construct a excess of secondary data which can show enormously useful to the marketing researcher.
 

In conclusion, we will say that food manufacturers can use the survey conducted on population expenditure external source of secondary data. Beside this they can use their internal sources of secondary data I.e. sales record, Supply record etc. on the other hand, Agriculture product suppliers can use their internal sources of secondary data i.e. sales Records, financial record, transport record for assessing their profitable product and potential customers so it will helpful for them to identify their loyal market where they can introduce their new products.


P-7: Assess the validity and reliability of market research findings?

Marketing research study should not be undertaken without a previous search of secondary sources. There are quite a few reasons for making such a daring declaration.
 

Secondary data may be available which is completely suitable and entirely sufficient to conclude, answer the question or resolve the problem.
 

It is cheaper to gather secondary data as compared to get primary data.
 

The time involved in probing secondary sources is much less than that required completing primary data gathering.#p#分頁標題#e#
 

Secondary sources of information can give way more precise data than that obtained all the way through primary research. This is not always spot on but where a government has undertaken a huge level of survey, this is expected to give way to far more accurate outcome
 

It should not be forgotten that secondary data can play a considerable role in the examining phase of the research when the task at hand is to define the research problem and to generate hypotheses. Secondary data approximately invariably improves the researcher's understanding of the marketing problem.
 

Secondary data can be very helpful both in defining the population and in structuring the sample to be taken. For instance, government statistics on a country's agriculture will help decide how to stratify a sample.
 

At the same time as the benefits of secondary sources are significant, their shortcomings have to be recognized. The key problems may be categorized as follows:

Definitions

The researcher has to be cautious, when using of secondary data, of the definitions used by those accountable for its preparation. Assume, researchers are interested in rural communities and their average family size. If published figures are consulted then a check must be done on how terms such as "family size" have been defined. They possibly will refer only to the extended family.
 

Measurement error

When a researcher conducts fieldwork he is perhaps able to approximate inaccuracies in measurement through the standard movement away and standard error, but these are every so often not published in secondary sources.
 

Source bias

The reliability of published data may differ over time. For example, for the systems of gathering data have changed over time but without any sign of this to the reader of published figures, other aspects of research methodology that have an effect on the reliability of secondary data are the sample size, response rate, questionnaire design.
 

Time scale

Most censuses take place at 10 year intervals, so data from this and other published sources may be out-of-date at the time the researcher wants to make use of the statistics.
 

In conclusion, from the above advantages and disadvantages of secondary data discussed above it can be stated that the above secondary data provides accurate information for the food manufacturers and agricultural suppliers through government survey reports, market trends reports published in websites. But as it is not totally accurate and it can be out of date information so it should not be made the only base for all the planning by food manufacturers and agricultural suppliers for the evaluations of the total potential market for their new product and marketing the agricultural products.#p#分頁標題#e#
 

M-2: - Select and explain which source(s) of secondary data will you use for your product?

Secondary data is also important tool for collecting data for our project (Peace outdoor cinema) we collected information about the history of Drive in theatre (our project), tools and equipments required for showing movies in Drive in theatre and will it be a successful business. We used website links (Google) for collecting data about starting drive in theatre. We extracted the following information from different authors and Drive in theatre owners in America, which helped us making the literature review which is as follows:
 

Different researchers have published different reviews on drive in theatre, for discussing the best views we have selected reviews of some researchers articles in which some said that the future of drive in theatres are dark and some said its really flourishing world wide. Some researchers' show how this business is operated and what facilities should be given to the customer in order to be successful and also it showed the benefits of drive in theatre to the general public.
 

According to the study of Richard M. Hollingshead “after he invent the first ever drive in Theater in 1933, he ran the business for three years, and the success was such that the concept of Drive in Theater caught on in other states”. Such as in April 15, 1934, the opening of Shankweiler's Auto Park in Orefield, Pennsylvania Followed by Galveston's Drive-In Short Reel Theater (July 5, 1934), the Pico in Los Angeles (September 9, 1934) and, three more opened in Ohio, Massachusetts and Rhode Island, with another 12 during 1938 and 1939 in California, Florida, Maine, Maryland, Massachusetts, Michigan, New York, Texas and Virginia.
 

Kerry Seagrove is another Author on drive in theatre. In his book “a history from the inception in 1933” he added his reviews on the reason behind the success of drive in theater in 1993 after his research was complete, he stated that the basic reason behind the success or craze of Drive in theatre in US was two factors. Firstly America's love affair with the automobile (cars) and secondly, the postwar baby boom which is the increase of birth rate in US after the World War II.
 

According to Kerry Seagrove “Drive in Theaters were an ideal place for a young family with children no baby-sitter needed like indoor cinema require, no parking problems if located in open ground, Customer can come and dress as they like, and (they provided) relatively cheap entertainment in terms of ticket price." In keeping with the family orientation of drive-in theater Kerry Seagrove suggested some facilities in Drive in Theater for customers. He said children's lesser than 12 should be allowed to watch the movies free of cost, there should be playgrounds in front for children, and even bottle warmers should be available.
 #p#分頁標題#e#

Bob Wagner, owner of the Bel-Air Drive-In Theater in Churchville, Maryland, has second the reviews of Kerry Seagrove. In 1996, he told the Washington Post, "We'll be around for awhile longer in Drive in Theater business. We will keep this one going by doing whatever we can think of." Drive-in Theater depends upon the general popularity of film releases. In the summer of 1996, some drive-in Theater was filled to capacity during showings of the blockbuster films.
 

Bob Wagner also said “In addition to being dependent on the appeal of current films, a drive-in Theater business depends on good weather”. "Weather is the key. On a Good Friday or Saturday we can get 1,500 to 2,000 people in Drive in theater. But even the prediction of rain keeps people away," According to Bob Wagner (1996) new problem for drive-in theater is the changing style of automobiles (Cars). Drive-in Theater must not contend with vans, trucks, jeeps, and recreational vehicles which can block the view of customers in regular cars. Relegating high and bulky vehicles to the back row is not always possible due to the increasing number of them.
 

According to George Grube (2004) president of Heritage Theaters Inc., 1901 Classen Blvd., this operates Hillcrest, Macarthur Park Theatre, Chisholm West Cinema “I hope drive-in theater will going to continue to be a desirable place for families to go.
 

(Some important information are taken from website, there for it was necessary to state as it was in internet, it shall not be considered as plagiarism)
 

D-1: - Evaluate the selected source of secondary data for your product.

After studying all the reviews from different researchers our research group have decided that we will be following “Richard M. Hollingshead” (1933) approaches because this author is the founder of Drive in Theater. He showed us how to arrange the required equipments required for Drive in Theater. Furthermore he has given us a hope that the future of Drive in theatre is bright because he got 50 % positive response from the population at that time. He said after seeing the success of the way he ran the business of Drive in theater, Drive in Theater continued to spread in other parts of the world. Due to the fact that, some articles available on internet can be incorrect, out of date and unreliable because some evaluated Drive in theatre 60 to 80 years ago, at that time customer tastes and preferences in watching movies were different from the modern time. There fore we have planned to design a questionnaire about whether we should start Drive in theatre in Peshawar. Our secondary data will be backed by the primary data because it is reliable, up to date. It will help us in identifying the demands of the population of Peshawar for Drive in theatre.
 

P-8:- Propose a marketing plan to obtain information in a given situation?#p#分頁標題#e#

Situation: “Introducing Drive-in-Theatre in Peshawar”

In the context of the given situation the following marketing research plan has been followed.

Steps wise Marketing research plan

Step 1: In this step we require to know the target audience in order to find out the view of general public regarding Drive-in-Theatre

Step 2: Establish research objective i.e. in this step we define the basic aim and objectives of Drive-in-Theatre project to shareholders.

Step 3: Estimate the value of information. In this step we presume the outcome of our research in order to identify whether value of the information needed regarding Drive-in-Theatre is greater than cost of acquiring it or not??

Step 4: design the research. In this step the following things are advised to be finalized.
 

A: data collection method should be selected. It is advisable that the following methods must be employed.

Mail survey

Self administrated questionnaires (but the researcher should be there at the interview spot)

Focus group session (which should include both students and teachers)
 

Reasons behind opting for these methods are as follow:

Mail survey is feasible in this case because it will include the opinion of teacher and students as well so it is the most cost effective way to do it.
 

Self administrated questionnaires method is advisable because of the nature of research study as complex questions are supposed to be included in the questionnaire so researcher at the interview spot will explain those questionnaires to respondents.
 

Focus group session is viable in this case because along with quantitative data qualitative data will also be needed so it is the best mode of getting deep and rich data and secondly it should be included in research design because it may help to introduce new perspective in the teaching method.
 

B: a sampling plan should be devised for the collection of data once data collection methods are finalized. This should be done keeping the general population of Peshawar and some other urban areas.
 

Following sampling plan must be used.

*Note: areas should be identified in advance where the questionnaires are supposed to be filled and interviews are supposed to be conducted.
 

C: once sampling plan is unveiled than questionnaires should be designed. Separate questionnaire must be designed for middle class and elite class people in order to have the best possible relevant data. Furthermore preliminary interview questionnaire for Interview must also be made so that best possible participants can be included in the session.
 

Step 4: questionnaires would be sent for filling and interview should be conducted.#p#分頁標題#e#

Step 5: data should be collected, arranged and cross tabulated.

Step 6: data is to be analyzed in this step and evaluation should be taken based upon the data acquired.

Step 7: finally a presentation is to be made and all the findings is to be presented to the Shareholders.

(Aaker, Kumar and Day, marketing research, 2005)
 

P-9: Identify market size growth and trends within a given market?

Market size principally depends upon the sum of buyers and sellers in a market. The More the quantity of buyers and seller the larger the market size will be. It is extremely useful for every company to identify its market size as it provides a picture of the market to its firm.
 

Market Size is calculated by the total volume or value of all sales in the market. Sales volume is calculated in terms of the amount of units of goods purchased, at the same time as sales value calculates the total amount spend by consumers on the quantity of goods sold.
 

Estimating Market size is an important first step to calculating the Market Share of a company, and of its competitors. By comparing changes in market size over a chosen age, trends in the market can be recognized. Consider the table underneath given that actual and estimated figure for the size of the leisure market in the UK, expressed in terms of Sales value.
 

The statistics suggest a Growth Market with an average yearly growth rate in the region of 6%. In short term, growth markets have a tendency to favors the supplier, because there is usually a gap before the supply side matches up with increases in demand. This in turn have the tendency to reduce the level of competition in the market as buyers concentrate more on obtaining the product/service instead of, shopping around, and suppliers focus less on each other and more on meeting customers' demands. In the long term a growth market will attract new businesses, and therefore enhance competition. In a still or declining market, companies can develop only at the expense of others. The result can be price wars, low profits and low business growth and it is very useful to contrast changes in both sales value and volume over time
 

M-3:- Identify market size growth and trends for the market of your product?

As shown in the picture people are watching a screening of 'Zakham the movie' which is surrounded by empty seats at the Shabistan Cinema (Peshawar on November 17, 2009). Peshawar has become the Central target of insurgent violence. The threat of continues attacks is preventing the day laborers away from the crowded city because of the fear of bomb blasts. This is influencing the livelihood of the workers in Peshawar. Reducing their disposable income as compared in the past, and has had an adverse effect according to Shabistan Cinema owner Mr Aftab Hamada Sabrey. Peshawar cinemas have seen a decline in attendance from 80 percent to 5 percent, compelling the owners to consider the option of transforming the once lively cinema into a shopping plaza.#p#分頁標題#e#

 

The increasing number of cinema closing and transforming them into shopping plaza. The reduction in the number of attendances in Cinema halls in Peshawar shows the declining market (not growing) resulting from Cinemas in Peshawar and declining trend in cinema business.
 

Pakistan New Cinema Movement was launched initially in 2009 as a Face book group by British film Director Steven Moore, while working on the production of the feature film 'Tamanna' in Lahore. The group was set-up with the intention of encouraging a new era of independent cinema in Pakistan. PNCM operates as a focus point for historical research on the industry, for the formulation of strategies for revamping Pakistan's cinematic output.
 

PNCM has given us some hope in cinema industry. Keeping in the reviving of cinema industry in Peshawar we will launch our Peace Outdoor Cinema which is completely innovative style of cinema (watching movies from cars with Fm sound transmition). There is opportunity for our product to attract visitors because they want change in cinema industry. They want to watch latest movies with latest facilities available for them. Our product will prove helpful in changing the current trend and encourage others to invest in cinema industry.
 

P-10: Plan and carry out a competitor analysis for the given product?

It is said that “business is a war without bullets”. Thus to overcomes ones competitor he has to be fully aware of him. He should always think one step ahead of his competitor, whether in the field of production, pricing, promotion or distribution. He should always know about the environment of his business and should always carry out competitor analysis to overcome him in every field.
 

Identifying Peace Outdoor Cinema's Competitors: every organization and business has several competitors which affect its business in several ways; same is the case with Peace Outdoor Cinema. Basically there are two types of competitors of Peace Outdoor Cinema:

Direct competitor

Indirect competitor

Direct competitors of Peace Outdoor Cinema include those cinemas which are also giving the same services to the target customers of Peace Outdoor Cinema. It mainly includes Shama Cinema, Arshad Cinema, and PAF Cinema.
 

There are several indirect competitors of Peace Outdoor Cinema which mainly include the availability of DVD and CD's of Movies in the market, Cable operators that offer the latest movies on channels running 24/7 hours in the whole market and internet movie downloads.
 

The facilities provided in these cinema houses are not even near to the standards. The buildings are ramshackle and need proper renovation work, the seating arrangement is poor and the movies shown in them are even worse. Even the PAF Cinema which is said to be the first ever cinema in Peshawar, now shows Pashto films only. Due to which no families go to this cinema which was famous as the families of the Pakistan Air Force officers once used to visit it. People opt to stay at homes and watch an English or Indian movie in their homes on DVD players instead of watching a Pakistani film in cinema#p#分頁標題#e#
 

The few of cinema theatres which are showing films are deprived of visitors due to a number of reasons which mainly include security concerns, lack of support from the government, poor quality of Pakistani films, poor quality of cinema houses and unfavorable environment, have prevented people to come out to enjoy movies on the 70 mm screen
 

M-4:- Extract the strengths and weaknesses of your product from competitor analysis performed?

The following is an outline of Peace Outdoor Cinema's strengths, weaknesses, opportunities, and threats. Currently our strengths and opportunities outweigh our weaknesses; however, our weaknesses punctuate our need for more of the following resources: time, employees, and funding.
 

Strengths

Dedication of volunteers and management.

Creative company members.

A cooperative work environment.

Members are well-educated in areas of expertise.

Efficient in use of materials.

Low overhead and designed to adapt to the market's needs.

Offering an affordable theatre experience

Family centric environment.
 

Weaknesses

Limited employees

High initial investment

Slow expansion.

Limited time because of employees.

Limited financial resources.

Car Parking which will be required for showing the movies
 

Opportunities

Excellent reviews of current productions.

Letter of recommendation (NOC) from district head.

Possible interview with American Theatre magazine.

Need for live theatre in our market

Lack of entertainment

Worsening state of other cinemas.

Diminishing experiences offered through schools and other publicly supported performance activities.
 

Threats

Infrequent political instability

Severe government policies

Religious extremism

Cable operators offering movie channels

Loss of government grants.
 

Bad reviews.

Change in audience attendance (most hurtful).

Competitive experiences, including dinner theatre.

Challenges securing performance facilities.
 

P-11: Evaluate an organisation opportunities and threats for a given product or services?

Now we will discuss the opportunities and threats that Peace Outdoor Cinema can face for offering Drive-in-Theatre at Peshawar for the very first time:
 

Evaluation of Opportunities:

We offer the same price as our main competitor, but with extended value offerings like showing Lollywood, Bollywood and Hollywood movies by different technology, better aesthetics and better option for families who are willing to watch movies#p#分頁標題#e#
 

We offer a better variety of movies than local cinemas, ensuring that a complete family experience may be enjoyed. Like old age people could be watching our selection of classics.
 

We also differentiate on service where our policy is that “you will always be greeted with a smile”. Our staff will be specially trained to assist the customer in any way that he or she desires.
 

We discriminate against single males out of concern for security issues unlike Nishat and Bambino and other cinemas which are not built for decent people. We hope to offer safety in a relaxed atmosphere.
 

Cinema Information Management Software VISTA to assist with the management of the movie theatre. Working at the front-end to help customers with their advance bookings and working at back-end with maintenance of daily transactions reports.
 

Our technology will be more updated than that of local cinemas resulting in a better viewing experience.
 

The snack bar staff will deliver food to your car if needed so that you don't miss out on the movie.
 

Our on-screen congratulatory messages are not done by any other cinema but us
 

Evaluation of Threats:

We will take care of ethics in order to keep the Government grants

We will assure the customers for security reasons

We will keep bringing changes in our service according to the needs and wants of customers

We will not try to run any copy right movies, contract will take place with distributors in order to show best quality movies

We will offer loyalty card for frequent visitors for making them brand loyal

There will be complain box for improving the flaws in our services

We will offer coupons and etc for disappointed customers in order to recover from failure
 

M-5:- Based on this evaluation, formulates a strategy for the successful launch of your product?

We will apply the following strategy in order to launch our product successful:

The Launch will have free shows for charity organizations and will also cater free shows to special needs children, orphans from Edhi Welfare Trust and SOS
 

The second phase will be for the public, we will run a pre-launch campaign in few hot spots venues like Hayatabad, City Tower and Jawad Tower etc.
 

The purpose of this activity is to give away free tickets about 5-75 per spot on the basis of quiz competition
 

The above strategy will educate the people about our product and services which we are offering to them
 

D-2:- Evaluate your strategy and identify any possible hindrances that can prevent you from executing your strategy effectively.

While launching our product we can face certain problems for example we can be stopped by government due to terrorism attacks because most of the time we can have a bomb blast or suicide at Peshawar and around country.#p#分頁標題#e#
 

We have got just four months in this semester for launching this product, we will have to achieve all over criteria on time by dividing different tasks among our group members.
 

We can be faced with the unavailability of our supervisor for updating so we need to check most of our work in one time.
 

We can face problem for finding the best location in the city, we need to convince the owner of that place for doing contract with us and we will assure him/her that there will be tight security.
 

One of our group members can get sick so we will work more on his behalf to complete our research on time.
 

We need to respect the culture of Khyber Pakhtun Khwawhile launching our product therefore; we will completely take care of Khyber Pakhtunkhwa' Culture.
 

P-12: Identify and evaluate techniques of assessing customer response?

Techniques of assessing customer response: it is very important for an organization to understand and keep record of their customer response. This is such a vital piece of an organization that often there is a Customer Response Center built in within the organization. Customer Response Centers permit marketers to have power over branding, messaging, the measuring of output, and provides sales and call center reps with influential tools to generate leads, and develop loyal advocates.
 

There are many different techniques used for assessing customer response and they include:

Telephone

Postal

Electronic

Focus groups

Questionnaires etc.
 

Telephone: telephone is a very suitable technique of assessing customer response from customers who otherwise may not be accessible. This is a helpful technique but the conductor must keep in mind that the call doesn't exceed a limit of five minutes, which would end up turning off the customers who are easily bored.
 

Postal: this is a extremely effective way of assessing customer response but many times it can also be a misuse of time and resources as many of the customers consider these mails to be simply Spam and throw away them without giving them attention.
 

Electronic: electronic technique of assessing includes websites, emails etc which are used to find customer responses. Though with this technique again the Spam factor comes in which reduces the success of this technique.
 

Focus Groups: a focus group is a type of qualitative research in which a group of people are asked about their feelings towards a product, service, concept, advertisement, idea, or packaging. This technique allows many diverse ideas and opinions about the product at hand to come out into the open and conveys all those to the marketers worried about the product.
 

Questionnaires: questionnaire is an effortless and effective way of identifying customer responses. Questionnaires have relevant questions which are circulated among different groups or individuals to give their feedback. This technique is effective but often people don't give true information or opinion. This makes it a little unreliable.#p#分頁標題#e#
 

M-6:- Select a technique for assessing customer response for your product. Give reasons?

In order to assess customers' responses we have selected two techniques. Firstly we have designed a questionnaire which comprise of 12 questions some of which are closed ended questions which are constructed for bringing the interest of respondents to the topic and some of them were open ended questions which were asked from respondents for getting more information and their suggestions. This technique is effective but often people don't give true information or opinion. Some do not want to fill questionnaire because of lack of time. This makes it a little unreliable. But for us it is useful because it can give us Up to date information if we properly collect information from them by requesting them. Questionnaire is given below.
 

Secondly, we have designed 10 questions for interviewing the focus group. This set of questions comprise of 3 close ended questions with given options and 7 open ended question. We made questionnaire for focus group in order to accurately asking about the information that we want to get about drive in theatre prosperity in Peshawar.This technique allows many diverse ideas and opinions about the product at hand to come out into the open and conveys all those to the marketers worried about the product.
 

P-13: Design and complete a customer satisfaction survey

Building Customer Value, Satisfaction and Loyalty: managers who believe the customer is the company's only true profit center consider the following traditional organizational chart with the president at the top, management in the middle, and front-line people and customers at the bottom.
 

Successful marketing companies invert the above chart (a). At the top are customers, next in importance are the front-line people who meet, serve, and satisfy customers; under them are the middle managers, whose job is to support the front-line people so they can serve the customers well; and at the base is the top management, whose job is to hire and support good middle managers.
 

Marketing Management 12e by Philip Kotler and Kevin Lane Keller, 2005, Page 140-141, New Delhi, Prentice Hall of India.
 

Customer is important for us because a satisfied customer will enable us to earn more profit. In order to get the responses from the respondents and viewers of Peace outdoor cinema, we have designed customer comment card, which we will distribute among viewers express their feeling whether they are satisfied with the quality of service and movies or not. In this way we can identify the weaknesses of our product, eventually it will help us in improving them further.
 

M-7: Plan out the execution of the survey?

For executing our survey we will use non-random sampling because it was impossible for us to conduct survey from whole Peshawar. We will selected a sample of 500 respondents, which will consists of 400 people for questionnaires and 100 people for from focus group for interviews because we want to get knowledge from the general population of Peshawar about drive-in-theatre. Furthermore we will use Quota sampling because it's a technique commonly used in market research as we want to know the market of drive-in-theatre at Peshawar. For this purpose we will divide Peshawar into five groups such as University town, Hayatabad, Peshawar Cantt and Peshawar city, and rural area of Peshawar from each place we will fill 80 Questionnaires, will also take interviews from 20 people. For completing our project and our survey we have constructed a Gantt chart in order to follow those steps for completing our survey and project on time. It is given in the next page:#p#分頁標題#e#

Time Frame of Our ResearchGantt chart

D-3:- Interpret the results of the survey?

We have used Pie chart and frequency distribution for interpreting the responses given to us by the respondents
 

Pie Chart

A pie chart is one of the most used charts in the business world today. It is used to show how much something is worth or favorable compared to the whole data. Pie chart is usually based on a 100% scale and each slice or part of the chart is a certain percentage of the whole data. The bigger the slice or part of the chart is the more percentage of the whole data is made up of that part.
 

It can also be used to show how much something is liked compared to other things. We have chosen Pie chart for our analysis because the information can be easily read and therefore make it easy for us to present and analyze the data so each section can be seen easily with different colors.
 

Frequency distribution

Frequency distributions are simply tables which record the number of time (Frequency) that a value occurs. Without arranging data through frequency distribution we can not demonstrate the range of graphical techniques such as pie charts, bar chart that are available for presenting our data.
 

Interview/Focus Group Analysis

Q1: What is your hobby and your options are?

a) Traveling

b) Watching movies

c) Sports

d) Reading
 

Q2: How you spend your free time and your options are?

a) With family

b) With friends

c) Site seeing

d) Gaming

e) Going to cinema

f) Hunting

Table 4.1

Question 2 is not similar to first question because in free time one can do any thing while hobby is some thing that some one do it regularly so both should not confused.
 

Q3: Which type of movies does u watch and your options are?

a) Horror

b) Romantic

c) Action

d) Comedy

e) Documentaries

Table 4.2

Q4: How does u decide which movie theatre to go to?

Some of the respondents of the interview stated that there are few Cinemas in Peshawar and majority of them are in worst conditions, they provide no facilities to the audience so they choose the best of all which is P.F cinema is comparatively still better.#p#分頁標題#e#
 

Majority of the respondents stated they it come to deciding which Cinema to go to they prefer quality place like Cine Pax cinema where they release latest movies with good quality prints.
 

Q5: Which movie theatre do u most frequently visit and why?

The middle and higher class of the respondents stated they visit Cine Pax cinema (Rawalpindi) just to watch latest Bollywood and Hollywood movies and mean while they enjoy their trip to Islamabad. Their responses showed that how interested they are in watching quality movies in cinema and if such good cinema with good qualities and facilities is being introduce in Peshawar they would love to visit that cinema.
 

Q6: How do u find about certain movies theatre?

The some responses that we got regarding this question was that people in Peshawar find about certain movie releases and certain movies theater from billboard with poster of movie stars and cinema name mentioned in it. High class people stated that find about certain cinema through their friends who already watched movies in those cinema.
 

Q7: What will be your likely response if drive in theatre is introduced in Peshawar?

Majority ofhigher class people responded that they would love see such a creative and interesting cinema in Peshawar, as they already have got cars so they would come and watch movies from inside their cars enjoying with their families even after their works. Almost all the lower class people responded that they don't have cars so its not best choice for them.
 

Q8: To what extent you think Drive-in-theatre will attract the people of Peshawar?

There was mix responses to this question some said its new concept of cinema and many people don't have their cars how will they watch movies and some groups of people really liked this concept of movie theater. They stated they haven't been to such cinema and people from other cities might not have been to such cinema so if Drive in theater is launched in Peshawar not only it will attract people of Peshawar but also people from other cities of Pakistan.
 

Q9: What location do you suggest for Drive-in-theatre in Peshawar?

People suggested different location for drive in theater in Peshawar because each wanted to see drive in theater near to their location but we have got two locations after recording their interviews that were suggested repeatedly were Swan ground (Hayatabad) and Dean roof top (cant area) so these two place are considered to be valuable place for drive in theater in terms of demands.
 

Q10: What facilities you would like to have in Drive-in-theatre?

The general facilities that people wanted to have in drive in theater include popcorns, Pepsi, Security, Good quality movies prints, food items, wide space for parking etc
 

Questionnaire Analysis

Q1: What is your hobby? Choose from any of them below.#p#分頁標題#e#

e) Traveling

f) Watching movies

g) Sports

h) Reading

Table 4.3

Q2: How you spend your free time? Choose from the given options below.

g) With family

h) With friends

i) Site seeing

j) Gaming

k) Going to cinema

l) Any other please specify

Table 4.4

Q3: Do movies entertain you?

a) Yes

b) No

If yes then answer the question 4

Table 4.5

Q4: What types of movies do you watch? Choose from the options given bellow.

f) Horror

g) Romantic

h) Action

i) Comedy

j) Documentaries

Table 4.6

Q5: Where would you like to watch movies? Choose any one

a) At home

b) At cinema hall

Table 4.7

Q6: Which type of cinema would you prefer to go?

a) Indoor cinema

b) Outdoor cinema

Table 4.7

Q7: If you would like to watch movies in Indoor Cinema then choose any of the following?

a) Inside theatre hall

b) At home

Table 4.8

Q8: If you would like to watch movies in out door Cinema then choose any of the following?

a) In an open air (Ground)

b) inside the car

Table 4.9

Q9: Are you more likely to see movies (select that apply)

a) Alone

b) As a family

c) With other person

d) With a group of people.

Table 4.10

Q10: What facilities you would like to have in drive in theatre (outdoor cinema)? Please mention

This is an open ended question to which every individual participant suggested from their own opinion. Many people suggest different ticket price for the Drive in theater according to their affordability if it is to be launched in Peshawar but here we will mention those Ticket price that were mentioned in majority.#p#分頁標題#e#
 

The first and most important facility that was suggested to provide was security to the audience because the biggest threat to the cinema business is security. The other facilities that were suggested by the respondents with majority were to provide pop corns, cold drinks, Fresh coffee, and privacy. Majority of people wanted to see latest release of Bollywood movies with original Prints
 

Q11: What ticket price is affordable to you? Please write down.

This is an open ended question to which every individual participant suggested from their own opinion. Many people suggest different ticket price for the Drive in theater according to their affordability if it is to be launched in Peshawar but here we will mention those Ticket price that were mentioned in majority.
 

There were respondents from 3 classes such lower class, middle class, higher class and each suggested ticket prices which were affordable to them in Peshawar. The lower class ticket prices ranged from Rs/-100-150. The middle class ticket prices ranged from Rs/-200-250. Higher class people ticket price ranged from Rs/-300- 400.
 

Q12: To what extent drive in theatre at Peshawar will attract the Peshawar customers of Ceni Pax cinema (Rawalpindi)? Please write down

This is an open ended question to which every individual participant suggested from their own opinion. Many people suggested different opinions regarding whether Drive in theater will attract those people of Peshawar who are use to visiting Cine Pax cinema (Rawalpindi) in order to watch good quality latest Bollywood and Hollywood movies.
 

Majority of people stated that Cine Pax cinema is a well known brand in Pakistan and people will keep visiting that even if Drive in theater is being introduced in Peshawar. More than half of the respondents appreciated the concept of introducing Drive in theater by saying that it is a very creative concept and no one has been to such Cinema before in Peshawar and if this system of Cinema is being introduced in Peshawar it might even attract people from other cities.
 

Q13: What location would you suggest for drive in theatre(Outdoor Cinema) in Peshawar?

This was an open ended question to know the views of respondent regarding location for this drive in theatre so majority of the respondent suggested Peshawar Cantt (Sadder) for drive in theatre due to the commercial area, more security and easily accessible from all around Peshawar and around areas of it while some of the respondents suggested Swan restaurant (Hayatabad).
 

Survey Questionnaire

INTRODUCTION OF THE TOPICDrive in theatre is kind of cinema structure consisting of large outdoor screen, a projection booth, a concession stand and a large parking area for cars. Moreover customer can view movies from the privacy of their cars.
 

AIM OF THE QUESTIONNAIRE#p#分頁標題#e#

The intent of this survey is to collect information from the people of Peshawar to help with market planning for drive in theatre. Your input is important to us so that we can reach goal of identifying the target market of drive in theatre and then make a plan of launching it in Peshawar.
 

Q1: What is your hobby? Choose from the givenoptions below.

a) Traveling

b) Watching movies

c) Sports

d) Reading
 

Q2: How you spend your free time? Choose from the given options below.

a) With family

b) With friends

c) Site seeing

d) Gaming

e) Going to cinema

f) Any other please specify


Q3: Do movies entertain you?

a) Yes

b) No

If yes then answer the question 4
 

Q4: What types of movies do you watch? Choose from the options given bellow.

a) Horror

b) Romantic

c) Action

d) Comedy

e) Documentaries
 

Q5: Where would you like to watch movies? Choose any one

a) At home

b) At cinema hall
 

Q6: Which type of cinema would you prefer to go?

a) Indoor cinema

b) Outdoor cinema
 

Q7: If you would like to watch movies in Indoor Cinema then choose any of the following?

a) Inside theatre hall

b) At home
 

Q8: If you would like to watch movies in out door Cinema then choose any of the following?

a) In an open air

b) inside your car
 

Q9: Are you more likely to see movies (select that apply)

a) Alone

b) As a family

c) With other person

d) With a group of people.
 

Q9: What facilities you would like to have in drive in theatre (outdoor cinema)? Please mention.

………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………

Q10: What ticket price is affordable to you? Please write down.

#p#分頁標題#e#

………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………

Q11: To what extent drive in theatre at Peshawar will attract the Peshawar customers of Ceni Pax cinema (Rawalpindi)? Please write down

………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………

Q12: What location would you suggest for drive in theatre (Outdoor Cinema) in Peshawar?

………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………#p#分頁標題#e#

 

Interview/Focus Group Questions

Q1: What is your hobby and your options are?

i) Traveling

j) Watching movies

k) Sports

l) Reading
 

Q2: How you spend your free time and your options are?

m) With family

n) With friends

o) Site seeing

p) Gaming

q) Going to cinema

r) Hunting
 

Q3: Which type of movies do you watch and your options are?

k) Horror

l) Romantic

m) Action

n) Comedy

o) Documentaries
 

Q4: How do you decide which movie theatre to go to?

Q5: Which movie theatre do you most frequently visit and why?

Q6: How do you find about certain movies theatre?

Q7: What will be your likely response if drive in theatre is introduced in Peshawar?

Q8: To what extent you think Drive-in-theatre will attract the people of Peshawar?

Q9: What location do you suggest for Drive-in-theatre in Peshawar?

Q10: What facilities you would like to have in Drive-in-theatre?