Graves Enterprises Consumer Product and Commercial Product Proposals Analysis
Marketing Management 522
Graves Enterprises, makers of consumer and commercial grade floor care products, is considering expanding consumer products and commercial products markets. This report examines analysis of consumer behavior and purchase patterns as well as business purchasing and decision making processes made by Graves Enterprises staff that considered target markets, an analysis of their primary competitors, a pricing position, and a distribution strategy in order to make recommendations for doubling sales in both the consumer and commercial markets within the next year.
The analysis of the consumer behavior and purchase patterns is extremely important for producing and selling customized products to targeted consumers. Likewise, decision making processes and business purchasing processes are equally important within business organizations. In these processes, the most important element is to identify the factors influencing the main decision-maker in order to customize marketing activities according to decision-makers needs. 1. After reading Marketing Research report prepared by Mr. Matthews, I can conclude that results of focus group sessions and mail survey do not support Mr. Edwards Consumer Products recommendations. According to Kotler (2009), “Successful marketing requires that companies fully connect with their consumers” (p. 150). This means that the companies must pay attention to factors influencing consumer behavior: cultural, social, and personal and main psychological processes that affect consumer behavior: motivation, perception, learning, and memory (p. 150, 161). Personal factors, such as age, stage in life cycle, occupation, economic circumstances, lifestyle and personality, played the major role in the research conducted by our marketers. According to the research, our target market, female homeowners...