Introduction
The success of marketing is determined is determined by various factors; thus marketing managers should ensure consideration of the various factors in laying down marketing strategies. Research has showed that, the quality of goods, the competency of the sales personnel, need recognition, personal preferences as well as the financial status of the buyer are key determinants of sales. In this case, the analysis of market studies should be consultative and inclusive to avoid misinformation. This paper will analyze the reports on a market research concerning the sale of various commodities. Further, the paper will also outline the importance of the results in marketing as well as highlighting what can be done to improve future market studies.
The results of the first report are quit impressive in that they clearly match with the basis of the theory on need recognition. This is very evident from the study; it is realized that customers purchase products deliberately and with some sense of thought. It is evident from the report that, every customer purchased a product of his/her choice with little or no influence from the sales persons. Further, it is noticed that all customers are from the same state, Atlanta thus belonging to the same financial class. It is also evident that, advertising has played a major role in informing the customers on thus enable them to judge between alternatives. I strongly agree with the model and the study report since it reflects the real behaviors of the customer. However it is evident that, customers were also influenced by advertisements in making decisions on closely related products. For instance, all the three customers, Larry, James, and Whitney were to some extent influent influenced by advertisements on making their choices between the closely related commodities. It’s also correct that, all stages are followed before purchasing any product and in only rare cases do people skip the stages of purchasing. In sum, the theory is justified that customers are guided by need recognition; though advertisements and sales experience have a key role in influencing customers’ choices and satisfaction.
The results of the second story based on the theory of Maslow are some how misleading. According to this model, people buy good depending on the benefit they will derive from the product; however this has not been the case in this story. The ideas of this model have not been adequately depicted in this story; this is evident from the customers’ response on the sale of the television. In the first case, frank response was that he was not satisfied from the purchase of the television thus contradicting the theory. Secondly, the response of the customers is not consisted thus creating controversy on the motivating factor of the purchase. For instance, all the three clients are quit satisfied with the vale of the purchase yet Thomas is not with the manufacturer while frank is not satisfied with the television. In sum, it show customers are to some degree influenced by sales methodology, and behavior of sales persons.
The data from the study is very essential in marketing sine it can effectively be used in developing better marketing strategies. From the study it is clear that, customers are widely influenced by sales experience and the level of information on the products. This information will help in improving the quality of products, determination of prices as well as deriving the best marketing methodologies which meet customers’ expectations. Generally the information gathered from the customers is not sufficient; this is because only few clients were selected for the data collection. For an effective study, data should be randomly collected and not from a cluster as in the above case. It is evident that, all the clients were from same region and same financial class.
Conclusion
It has been revealed that, regardless of the customers’ need to purchase a product; the sales experience and sale strategies of the seller have a key role in influencing his sales patterns. Additionally, market studies are very vital and marketing managers should conduct freguents studies to get information on customer’s expectations.