UK Market and Alcoholic Drinks (Research Paper Sample)

Instructions:

Order Description
1.1 Key Elements
You are required to undertake an individual research project (assignment) that focuses on the UK market for ALL ALCOHOLIC DRINKS, ESPECIALLY WINE (NOT including over-the-counter purchases in pubs, clubs, bars and restaurants etc.). This assessment is worth 100% of your module grade. In it, you are expected to gather and analyse both secondary and primary data (qualitative). You should also offer focused conclusions about patterns that have emerged from the data and explain them clearly, and also make any recommendations that you feel are appropriate.
1.2 Exploratory Research
You are a market analyst/researcher, and are required to carry out an exploratory analysis of current developments in the retail market for alcoholic drinks in the UK (bottles, cans etc., but NOT including over-the-counter purchases in pubs, clubs, bars and restaurants), and to establish what the potential might be for a new discount retail outlet in Leicester due to open in Spring 2016. Such a store is likely to sell a full range of alcoholic drinks, with a wide choice, but mostly at the cheaper end of the market. There are many such organizations of the local ‘bargain booze’ type shop involved in this trade, as well as more expensive specialized wine shops and of course, supermarkets. The report that you hand in must address sections 1 to 3 below, as in your initial assignment, but with a reduced word count and fewer interviews. These are:
1.2.1 Section 1 - Selection and Review of SECONDARY sources on the topic
You need to carry out some background research into the UK market for alcoholic drinks, especially wine (NOT including over-the-counter purchases in pubs, clubs, bars and restaurants etc.). You must prepare a solid market analysis that, as far as possible, should include:
a) an analysis of all types of existing and potential competitors (including main supermarket chains), AND
b) an analysis of relevant customer patterns of consumer purchasing behaviour.
So, having consulted the best possible range of up-to-date secondary data sources, you need to explain clearly what your analysis indicates, and summarise your views on the likely market potential in the UK for the next few years (i.e. write up your results).
1.2.2 Section 2 - Plan of PRIMARY Data Collection - Qualitative
You also need to plan and execute some exploratory, primary research. This will investigate:
a) The buying behaviour of students/customers in Leicester for alcohol (NOT including over-the-counter purchases in pubs, clubs, bars and restaurants etc.).
b) Customer awareness of various possible on-line and physical retail store outlets as options for purchasing such products.
c) How consumers select from amongst these options, and what factors influence their decision-making.
You are required to adopt a qualitative approach here, and your primary research design needs to be clearly but briefly explained in Section2. Only one form of data collection is required; in-depth, semi-structured interviews. So, you will need to write an appropriate in-depth interview guide/ schedule/ plan, and then carry out just two (2) such interviews with individual purchasers of alcoholic drinks, especially wine (NOT including over-the-counter purchases in pubs, clubs, bars and restaurants etc. (can be with students). You are required to audio-record the interviews, and prepare word-for-word transcripts, which should form part of the appendices.
1.2.3 Section 3 – PRIMARY Data Analysis, plus Main Findings & Conclusions
You need to analyse the qualitative data you have collected by using a structured content analysis, and identify the key patterns to emerge about customer decision-making and shopping behaviour. You need to prepare a coding matrix as part of this analysis. The interview transcripts will make it easy for you to select quotes from the interviews which you will need to illustrate the points you are making about the views of respondents. You should also try and cross-reference your primary research findings with those from your secondary research.
Based on the above, you also need briefly to:
• Offer your best evaluation of the potential in the market for alcoholic drinks, especially wine (NOT including over-the-counter purchases in pubs, clubs, bars and restaurants etc.) in the UK.
• Identify the most critical aspects of customer decision-making as regards buying these items and/or retail store selection in Leicester, generally and online.
• Evaluate the market conditions in Leicester that would encourage or discourage the opening of a new discount retail store there in late 2015.
These Conclusions and Recommendations should be located and at the end of Section 3.

source..

Content:

Table of Contents TOC \o "1-3" \h \z \u Executive summary PAGEREF _Toc428716211 \h 2Sampling PAGEREF _Toc428716212 \h 3INTERVIEW GUIDE PAGEREF _Toc428716213 \h 31.0 PAGEREF _Toc428716214 \h 4A) Analysis of all types of existing and potential competitors PAGEREF _Toc428716215 \h 4B) Customer patterns of consumer purchasing behaviour. PAGEREF _Toc428716216 \h 5Conclusion PAGEREF _Toc428716217 \h 71.2 SECTION TWO PAGEREF _Toc428716218 \h 7Findings PAGEREF _Toc428716219 \h 11a) The buying behaviour of students/customers in Leicester for alcohol PAGEREF _Toc428716220 \h 11b) Customer awareness PAGEREF _Toc428716221 \h 11c) How consumers select from amongst these options, and what factors influence their decision-making. PAGEREF _Toc428716222 \h 12References PAGEREF _Toc428716223 \h 131.3 SECTION THREE PAGEREF _Toc428716224 \h 13Appendix PAGEREF _Toc428716225 \h 13Conclusion and recommendation PAGEREF _Toc428716226 \h 14References PAGEREF _Toc428716227 \h 15
Executive summary
This report has investigated planned and executed some exploratory, primary research on the UK market for all alcoholic drinks, especially wine. The research focuses on buying behaviour of students/customers in Leicester for alcohol (NOT including over-the-counter purchases in pubs, clubs, bars and restaurants etc.). It has also researched on Customer alertness of various likely on-line and physical sell shop outlets as alternatives for buying such products. Lastly, how customers choose from amid these alternatives, and what factors influence decision-making. All these three important issues are discussed in details in 1, 2 and 3 sections bellow. In section one, the researcher has included a study of all types of active and prospective competitors (including main supermarket chains), and an examination of applicable buyer patterns of consumer purchasing behaviour. At the end of the conclusion a list of suggestions regarding to the responses from the interviewees, have been prepared.
Sampling
The sampling method of use was Convenience Quota Sampling. This method of sampling has been chosen by the Researcher with the aim of selecting random people to a fixed quota. The fixed quota is also known as pre specified characteristics (Singh, 2007. The fixed quota for this research was University student at De Montfort University within the age group of 19-25 years of age.
INTERVIEW GUIDE
Researcher
How are you... before we start, I could like inform you that you are free to answer or decline any question that may feel not appropriate to you.
Research
First of all what is your name?
Interviewee
1 Researcher
Are you aware of online wine purchasing?
Interviewee:
2 Researcher
Why do you prefer online purchasing visa vie over the counter?
Interviewee:
3 Researcher
What about physical retail store outlets?
Interviewee:
4 Researcher
How do you select from amongst wine brand options?
Interviewer:
5 Researcher
What factors influence your decisions?
Interviewer
6 Researcher
Thank you... for sparring your precious time to talk to me, I really appreciate, thank you and have a good day.
1.0 SECTION ONE
A) Analysis of all types of existing and potential competitors
The following are the major potential competitors of wine market in The UK:
Large retailers
Large retaliates for is the main driving force in wine market in The UK. These include dominant supermarkets like Saimsbury and Tesco who are deep-rooted in buying the products.
Sustainable trade
Buyers have resorted for a strong and secure business in the future by developing stable and good supplier relation. This will result to strengthening relationship between the current suppliers and their buyers. As a result of these, it will not be easy for one a new entrants to establish the same business.
Medium changing costs
Retailers possess a relative minimal slant to modify as this incorporates extensive trading prices. Right as soon as changing to a new supplier, a retailer would need to change with regard to occurrence titles, institutionalized labels etc. Nevertheless, retailers do have his or her limits to their immovability in addition to switch in the event the expense of the wine was in a basic sense above introducing one more wine.
Prospective rivalry from East Asia
Chinese along with Indian wine is right this moment still overly extravagant (looked from, making the idea impossible to help its quality) for your British market place. This is liable to alter in medium to long term.
B) Customer patterns of consumer purchasing behaviour.Â
The particular trademark while utilizing the past investigation is they have utilized investigation what's more, subjective procedures to evoke the key components inside wine choice. The undeniable reality that such a variety of creators pick the variables gives assurance with respect to use through buyers. In any case, Ehrenberg (1988) puts forth an effective defense as to dissecting bona fide buy conduct as a choice to states of mind. States of mind have stand out unobtrusive reactions with real conduct
Displaying Get Behaviour
You'll find two procedures for attempting to be mindful of how diverse features associate inside vino choice. As i've got said before specified, utilizing Dirchlet outlines per Ehrenberg (1988) makes a difference analysts as an approach to gauge the careful buying models for organizations. A change in this procedure is prone to code heaps of the above qualities, such despite the fact that value, area, even grape mixed bag as though they are brands, in addition to shopper repurchase costs (infiltration in addition to recurrence) will then dependably be computed. Jarvis, Rungie, in addition to Lockshin (2003) coded advantage focuses, areas (also known or a great deal less known) in addition to brands (too known alongside less known) in addition to establish which thus repurchase was most noteworthy as to cost, along these lines for region, finally for organizations (Table 1).
Table1: S-Statistics as to Prices, Places, and brands
Category

Statistic

$11.99 to $16.99: these are categories of brands in the market

2.40

2 brands of a well established region compared to Newly established region

2.84

2 brands of less known and a well known

3.20

All brands

4.27

Conclusion
Even with successful measures from the administration to diminish liquor operation, wine operation stayed strong. In the 2004-2011, liquor utilization diminished by 13%. Regardless, somewhere all-around 2007 in addition to 2011, wine operation diminished simply by 1.1% every year in general, lager operation diminished simply by 4.4% every year and by using different mood (excl. brew) expanded by 1.4% every year. In the particular short-term, wine will continue a cool beverage.
In the long take, measures from the administration to diminish liquor utilization can result in a movement to wine having generally reduced liquor information. In which sense, the broadening prominence involving sweet-smelling wine beverages or perhaps wine mixed drinks might be upheld simply by government in the next 5 years.
1.2 SECTION TWO
Interview with John Walter R1
Researcher
How are you... before we start, I could like inform you that you are free to answer or decline any question that may feel not appropriate to you.
Research
First of all what is your name?
Interviewee
My name is John Walter a university student.
1 Researcher
Are you aware of online wine purchasing?
Interviewee:
Very much aware, I like doing my purchasing of wine online each and every time.
2 Researcher
Why do you prefer online purchasing visa vie over the counter... John?
Interviewee:
Hahaha... That is interesting; you know when you order online no one can question your age or status.
3 Researcher
Are you aware of physical retail store outlets?
Interviewee:
Yes I do, but I do like purchasing wine from them because I prefer online, it keeps my privacy.
4 Researcher
How do you select from amongst wine brand options?
Interviewer:
There are quite a number of things I consider but mostly I check on the package and price. The price should be pocket friendly.
5 Researcher
What factors influence your decisions?
Interviewer
Factors are the same as what I have said eelier, but still the test is a factor, and even the brand name itself.
6 Researcher
Thank you... for sparring your precious time to talk to me, I really appreciate, thank you and have a good day.
Interviewer:
Thank you too
Interview with Milton R2
Researcher
How are you... before we start, I could like inform you that you are free to answer or decline any question that may feel not appropriate to you.
Research
First of all what is your name?
Interviewee
I am Milton Jones
1 Researcher
Are you aware of online wine purchasing?
Interviewee:
Yes I do, it is my daily channel of buying wine.
2 Researcher
Why do you prefer online purchasing visa vie over the counter?
Interviewee:
One; It is consumes no time, two; It protects my privacy and lastly; No one to ask me about my age.
3 Researcher
What about physical retail store outlets?
Interviewee:
Yes, but often I go for online
4 Researcher
How do you select from amongst wine brand options?
Interviewer:
I go for price first of all hahah... and then I check on how it has been packed, and then I have check on the brand lastly, the test... very important.
5 Researcher
Thank you... for sparring your precious time to talk to me, I really appreciate, thank you and have a good day.
Interviewer:
Have a good day too, bye.
Findings
a) The buying behaviour of students/customers in Leicester for alcohol
During the research, I realized that the b...

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UK Market and Alcoholic Drinks (Research Paper Sample)

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