Small Scale Research Project in a Local Supermarket (Research Paper Sample)

Research Methods: Small Scale Research Project in a Local Supermarket
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Table of Contents
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Introduction  PAGEREF _Toc429370358 \h
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brief Outline: Structure of the Research  PAGEREF _Toc429370359 \h
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Sources of Information  PAGEREF _Toc429370361 \h
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Methodology: Questionnaire design  PAGEREF _Toc429370362 \h
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Findings  PAGEREF _Toc429370363 \h
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Ethical Issues  PAGEREF _Toc429370364 \h
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Conclusion and Recommendation  PAGEREF _Toc429370365 \h
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References  PAGEREF _Toc429370366 \h
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Introduction
This study is carried out on a local supermarket that sells fresh food and groceries as well as women’s and children’s clothing to find out how current approaches to ‘customer retention’ can be used alongside other advice or recommendations to improvement the business as it has been experiencing a fall in sales in the recent past. Having been commissioned to undertake a piece of management research in a local supermarket within my local town, I have to consider various current approaches to ‘customer retention’ and to offer some advice to the supermarket owner. The business being located on the outskirts of my local town center, I have adequate relevant information about the same, the only remaining task is to acquaint myself with these approaches so that I can save the situation at the business (Gary & Phillip 2003).
To achieve business success today no matter how local it can be, customer satisfaction has to be prioritized for the situation to be arrested as well. With the increased competition in today’s markets, a business needs to understand and respect the customers’ demand. This is due to the fact that they are demanding a lot, have more money at their disposal to spend and also have a wide collection of goods and services to choose from. For the business owner to satisfy customers thus increase sales volumes’ he must be able to listen to each customer’s specific feedback and improve the supermarkets’ services and goods so as to retain customers (Barry & Joel 2004). In the overview briefing document for the shop manager that discusses how I plan to undertake this small-scale research project, I have to begin with the research’s aim, which is to find out how the supermarket can improve the customer services’ quality, the selection that is offered and the business’s general atmosphere. The main research problem is that the business definitely does not know how its customers assess its services, as the owner has not organized for any customer satisfaction survey before which could probably boost the sales volumes and help in customer retention (David & Malhotra 2003).
Brief outline: Structure of the research
The thesis for the research is comprised of two sections namely; the theoretical study section, which is based on the marketing mix theory, service, quality of service, value of the customer, customer satisfaction which ensures retention and at the end the retail markets’ with the selected local super market being a good example and the importance of customer satisfaction in these markets so as to boost sales volumes and ensure customer retentions (Rajagopal 2008).
The empirical study, customer satisfaction and retention survey, is based on a quantitative method of research. It entails research design and the answers’ assessment, given in questionnaires that were handed out to the supermarket’s customers. The main reason as to why the theory commences with marketing mix is that marketing mix is an essential tool used in sells increment in a company, supermarket or any other business enterprise and the three Ps, place, product and process used in the research questionnaire (Sarah 2000).
The main objective of the research being to gather opinion from the supermarket’s customers on customer services, products and process, customer satisfaction and retention research was implemented through use of quantitative research. Questionnaires are given to the customers in the supermarket and within the locality. The questionnaires include a mixture of questions that are both structured and open ended. This gives the customers an upper hand in writing their opinions and suggestion about improvement down. Customer’s general opinion about the supermarket is what the research seeks to achieve (John 2007).
During the research process, customer satisfaction and retention measurements are as follows; a customer satisfaction measurement (CSM) program should not be just one of the programs within an organization. It needs to flow from and be taken into account every bit of the culture of the business. The customer’s voice has to reach each unit and each corner of the organization. Only when the CSM Program is the only process and changes continually, it evolves and gives new customer input into the organization with real benefits. The method, CSM is not only about data of numbers and quantities (Kotler 2000). As much as these might be important, it is very crucial to bring out the customer’s voice. In addition, complaint issues that handle and involve customers in the processes of decision making are very necessary. Without all elements that are necessary, data for CSM remains only number, therefore does not guarantee real value to the business. The owner needs to understand that defining the problems is what determines the rest of the project. Regardless of how good the design of a research plan is and carried out, the problem needs correct identification, failure to which the findings could mislead (Kjell 2002).
In the research structure, Customer retention and satisfaction can also be measured by use of some questions such as considering all customers’ experience of supermarket X, how satisfied he/she is in general on a scale from being either completely satisfied or dissatisfied. Another question can be to what extent did the supermarket fulfill the customers’ expectation? On a much less than expected to much more than expected scale is also appropriate for this kind of research (Kjell 2002). Limitation of the research is that it is only restricted to the customers of the local area in which the supermarket is located. The research problem is therefore to find out how people in the locality more so, women and children who are the main customers see the supermarket and the services that are provided.
Sources of Information: Research articles on customer retention and satisfaction
Research shows that many studies have viewed the customer satisfaction impact on purchases that are repeated over time, loyalty and retention and all of them have responded with a lot of concern that customers that are satisfied have a high likelihood of sharing their experiences with other people on a common measure of five to six people. Pertaining to location, the supermarket’s location is always important. Location can be used to mean accessibility and convenience. It also refers to the stores’ number within a particular geographical setting. For instance, in this case, the decline in volumes of sales might have been due to a result of many other supermarkets or retailer stores in the locality that produce and offer similar products (Ghauri & Gronhaug 2007). This reduces the probability of the business’s competitive advantage. Once the supermarket is located in a different locality with probably fewer similar businesses, it will be better placed to increase its sales and ensure customer retention due to increased loyalty and satisfaction.
The additional services dimension consists of four elements namely; parking lot, membership card, goods delivery and baby areas. The modern customer will always look for convenience benefit in the modern environment. Additional services play a crucial role in the retail business and have essential importance through convenience creation. The owner needs to strategize on establishing parking lots which will further create customer convenience, especially those with vehicles thus leading to an effect on customer’s satisfaction that is positive (Yuen & Chan 2010). Other recommended additional services include membership/loyalty cards that provide access to promotional goods and discounts. Pertaining to product quality, several factors are considered, they include; features: additional features that are known as the bells and whistles for the products sold in the supermarket; Conformance which refers to the extent to which a product operates properly over a specific time frame under stated conditions of usage; Reliability which refers to the probability that the business will operate properly over a given span of time under stated conditions of use; Durability which is the amount of use granted to a customer after he uses a product before it deteriorates physically or until its replacement is preferred’ Serviceability ,which is the speed competency and repair courtesy; aesthetics which refer to how a product appeals to all the five human senses and finally customer perceived quality which is the perception by customers of the quality of a product on the basis of the supermarket’s reputation.
Under facilities, three elements are considered, namely; music, display and clean and spacious atmosphere to do measurements on the effect of the facilities in the supermarket on customer satisfaction and retention (Zarco & Yusta 2010). The grocery aspect of the supermarket has ...