Assessment 2 Submission requirements: Upload a soft copy of the report- Word Document (.doc or .docx format) to Turnitin on Moodle. Do not submit PDF documents. Topic: Critical analysis of marketing...

CRITICAL ANALYSIS OF MARKETING PROGRAMS AND BUYER BEHAVIOUR PROCESS IN COLES
Table of Contents
Introduction    3
1. Application of Decision-Making Process while Buying by the Customers of Coles    3
2. Significance of Digital Marketing Presently and Effectiveness of Digital Marketing Practices of Coles    4
Conclusion    5
References    6
Introduction
Coles’ vision is to become most trusted retailer in Australia showing they are reliable and accountable with growth in shareholder’s value. Coles has a strong product portfolio to fulfil all the requirements of the customer. They have a wide range of product including food, baby, vegetables, baker, mobile phones, hotels, online shopping and many more. This diversification of business helps to make Coles a big brand. Coles has cost leadership strategies it keeps its price low and quality high, which attracts the customer moreover its huge physical presence over 807 stores in Australia, increases the customer’s trust (Mortimer & Grimmer, 2018).
1. Application of Decision-Making Process while Buying by the Customers of Coles
Coles is an Australian supermarket chain owned by west farmers. G.J. Coles found it on 9 April 1914. Coles Liquor, Coles Express, Flybuys, Coles Financial Services, Coles Online and Spirit Hotels are some other businesses of under Coles. Having a wide customer base, the customers of Coles use the following six steps to make decisions aiding their buyer behaviour process in Coles:
Problem Recognition: It is always say that demand created not identified, Customers made to believe what they want and why it is important for them. The difference between want and reality is the problem recognition. In this first step, an individual perceives his problem and recognition of product and service that can solve the problem (Singh & Verma, 2017). For example, customer wants a new phone
Information Search: In this step, costumer tries to get the information from all the possible sources such as support group, references, online reviews etc. he will gather all the information and set his option according to budget, features and other availability.
Evaluation of Alternatives: After collecting all the information and selecting the option available, now consumer will start evaluating the alternatives. This step includes the pros and cons of every phone option available and chooses the best option.
Purchase Decision: This is an actual buying step, after evaluating the alternatives and requirement of the customer, at this phrase, he decides whether to buy product (move forward) or not (Jadhav & Khanna, 2016).
Purchasing: After creation of demand,...