A Study On Customer Perception
Added on 2020-01-21
62 Pages21930 Words144 Views
The impact of organized retailing oncustomer perception: A case study onASDA1
ABSTRACT Aim: To assess the impact of organized retailing on customer perception: A case of ASDA.Purpose: Determining relationship between customer’s perception and organised retailing is one ofthe major purpose of the whole investigation. It has helped in identifying impact on organisedretailing on customer’s perception. Methodology: For carried out the following research with the intention of achieve the aim of thestudy, the researcher has been selected the various research methodology. The descriptive researchdesign has been used in the investigation. The quantitative research type has been selected for meetthe objectives of the present study. The suitable research philosophy for the present study has beeninterpretivism. The researcher has been chosen deductive research approach for achieve the aim ofthe study. On the other hand, primary and secondary data collection methods have been used in thefollowing research. A questionnaire has been prepared to meet the objectives of the investigation.The probabilistic random sampling has been preferred by the scholar where the samples size hasbeen 40 and the sample population has customers of ASDA. The frequency data analysis methodhas been used for evaluate the collected data and reach at appropriate outcomes. Research findings and results: From the following investigation, it has been found that there aredifferent factors like changing in customer expectations, increase number of working women,emerging rural marketing etc. which influenced organized retailing. Along with this, the variouselements such as variety of products and store deigns and its layout etc. are the encouragingpurchase decisions of customers. Including this, study disclosed that customer perception andorganised retailing of Asda has strong association. Organised retailing helps in improvingcustomer’s perception towards products and services of the organization Conclusion: From the present research, it has been concluded that ASDA has adopted organizedretailing concept for its different retail stores. The following concept has brought the positivechanges in the customer perceptions in making purchasing decision from organized retail outlets2
Illustration IndexIllustration 1: Conceptual frameworks of literature review................................................................103
CHAPTER 1: INTRODUCTION1.1 IntroductionOrganized retailing means trading activities undertaken by licensed retailers who registerthemselves for sales and income tax, etc. It comprises hypermarkets, retail chains and privatelyowned businesses. It is based on principles of unity. But on the other hand unorganized retailing is atraditional method of retail which follows the principle of singularity. In developed nation most ofthe retailers running their business operation using organized retailing method. Customer’sperception is unpredictable and violate as per the situation and revolution changes in retail industry(Grewal, Munger, Iyer and Levy, 2003). The current research is based on determining impact oforganized retailing on customer perception. Regarding this researchers has chosen Asda which isone of the leading organizations of retail industry of UK. Present chapter is a brief overview of theentire investigation. It comprises background, research project and rational behind the currentinvestigation. Along with this, it also focuses on aim, objectives, research question and focus andpurpose of the study. Further, structure of the entire dissertation and significance of the research onorganized retailing are also describing in the following paragraphs of this chapter. 1.2 Background of the research The companies who are dealing in retailing sector and have a large network of retail ascompare to the traditional business and adopt the different kinds of professional managementactivities and strategies to manage daily operations is called organized retailing (Mauri andMinazzi, 2013). Organized retailing is a recent development in UK because of the alterations insocio-economic elements. There are many organizations, which are running their different stores inthe various areas of UK and they all are registered for paying sales and income tax etc to the UKgovernment. The majority of young people of UK favour in buying the branded apparels and otherproducts and services (Islam and et.al, 2014). In this context, ASDA is one of the retail companywhich has large number of stores in UK and offers numerous kinds of products to its consumers.Retailing includes number of business activities which are used by retailers at the timeselling goods and services to customers for their own use. There are different methods of retailing;earlier most of the retailers followed traditional or unorganized methods of retailing. But, now inthe current business scenario most of the retail organization have used organized or modern conceptof retailing. In the organized retailing size of the operation is large as compare to unorganized. Inthis type of retail owner of the organization focuses on store ambiance, availability of the productsand services as per the customer’s need, etc (Hutchinson, Quinn and Alexander, 2006). Along withthis, company uses appropriate process for paying tax and use appropriate methods of promotion4
and management of supply chain. Therefore, it helps in increasing level of satisfaction of customersas well as performance of the organization. On the other hand, customer perception is defined as the method by which a consumerschose, organizes and assess the collected information to buy the product. Organized retailing hasbrought changes in the service user’s perception in making purchase decision (Yee and Yazdanifard,2014). People are now become more aware about the quality, prices and other characteristics of theproducts. They are taking the purchase decision on the basis of their past experience andpreferences. The drivers behind alteration in the perceptions are availability of the products, qualityand quantity, large number of brands in a single stores, prices, segments of the products etc.ASDA stores Limited is a supermarket retailer with its headquarter in Leeds. The companyhas got a business in supermarket retail but it also offers other services related to finance, mobilephone among others. The company has become a subsidiary of giant Walmart and is now regardedas the second largest supermarket chain by market share (Asda Stores Limited. 2015). ASDA is asecond largest supermarket store of UK and offers diversified products to customers at theaffordable prices. The major commodities offered by the company to its service users are grocery,financial services and general merchandise. ASDA is a best clothing and food service providersuperstore of UK. The prices of the goods are 10% lower as compared to its competitors. So, themajor subject of the research is to understand the impact of organized retailing in customerperception in making purchase decision towards ASDA stores1.3 Problem statement It has very well known that the retail industry is driving force for UK economy. But thissector is now facing the various issues. Many of the organizations have conducted their business artdifferent location of UK by open the stores. Most of the outlets are far away from many of thepeople. Along with this, some of companies are not providing the diversified products to thecustomers in a single building. On the other hand, the number of working women in UK hasincreased and they do not want to waste their time in shopping by visiting different shops. Inaddition to this, the perception of the customers towards the traditional business has becomechanges (Kassim and Asiah Abdullah, 2010). Therefore, it is required to reorganized the retailbusiness in a new form so that it can help in meeting the demand gaps of market and provide thedifferent kinds of products and services in a single roof.Overall, determining the needs and requirements of the customers are changing day by daywhich is very difficult to assess by a retail organization. Along with this, customer’s perceptiontowards different products and services is also fluctuate in every purchase decision. It increases5
difficulty for retail supermarkets. Therefore, it is one of the major issue of this research. It is aresearch problem because due to this problem every organization needs to increase the availabilityof the products and services for satisfying demands of customers it leads increment in cost of theorganizations that can affect the total profitability of the firm. So, author has decided to conductstudy on this issue. It is an issue now because ASDA is investing huge amount of money inorganized retailing but management of the company has not clearly identified return on investmentin terms of customer perception and purchase decisions. So, author has decide to conduct thecurrent investigation for determining the actual impact of organized retailing of ASDA oncustomer’s perception (Asda Stores Limited, 2015). The following investigation will assess the impact of organized retailing on customerperception in making purchase decision making. In this context, the proposed research will explorethe different factors include in organized retailing with the reference of ASDA. Therefore, it will beimportant for the management to manage business operations according to the needs of the serviceusers. Due to the changes in living standards, increase disposable income and alterations in the tasteand preference of consumption of the commodities, the service users have favoured to meet theneeds by purchasing the products from organized retailing (Vivek, Beatty and Morgan, 2012).Therefore, the present study will help in determine the different factors which affect the individualpreference of buying the goods. The increased level of competition in the retail sector hasinfluenced the need of organized retailing concept which has helped in meet all the expectations ofthe customers of UK (Godey, 2012). Therefore, in this context, the management of ASDA willformulate the new strategies to take the advantages of the competition in more effective manner.The proposed study will explore various elements which could influenced purchase makingdecision of service users in retail industry. In addition to this, the research will evaluate numerousactivities in the respect of ASDA to influenced customers towards specific good and service. 1.4 Aim and objectivesAim:“To assess the impact of organized retailing on customer perception: A case study of ASDA”Objectives:To assess the factors that influence organized retailing of ASDA.To critically analyse customer perception towards organized retailing of Asda. To identify most important elements that encourage purchase decisions of consumers withrespect to organized retailing of ASDA. To determine relationship between organized retailing operations of ASDA and change in6
perception of people.To suggest some new techniques to change consumer perception in the area of organizedretailing of ASDA.1.5 Research questions 1.What are the major factors that influence the organized retailing of ASDA?2.Whether organized retailing can changes the perception of customers of Asda or not?3.What are most important aspects of retail industry that encourage purchase decisions ofconsumers in organized retailing of ASDA?4.Which strategies can help in improving organized retailing of ASDA and changingcustomer's perception in making purchase decision?1.6 Focus and purposeTo achieve the objectives of the following study, the researcher will focus on organizedretailing concept of ASDA. It will also shed light on the numerous factors which influencedorganized retailing and its relationship with the customer’s perception. Along with this, theresearcher will try to define those elements which encourages the customers to change the decisionmaking perception regarding buying the products from ASDA organized retailing. Focus will alsobe given on relationship between organized retailing and customer perception. Determining impactof organized retailing on customer’s perception is the major purpose of the research. Including this,providing appropriate solution to Asda for improving their retailing process is also considered asone of the major purpose of the current research.1.7 Significance of the research The given research study holds significance for the all the retailing organizations spreadover UK for assessing the consumer perception in order to make purchase decision. The learningfrom the study also holds significance for other industries that wish to make a survey on customerperception with respect to their purchase decisions. This investigation will help in determining theimpact of the organized retailing with the customer perception. Other retail organisations can alsouse this investigation for improving their strategies along with the customer expectations. Thisstudy will help in understanding the various perceptions of the users with respect to the organizedretailing and by using these perceptions, companies can improve their strategies for effectiveaccomplishment of their objectives. In addition to it, Ph.D. students can also use this research forgetting more knowledge and its literature review will help them in understanding the facts andfigures with respect to the retail marketing and customer perception. 7
1.8 Dissertation structure The following research will based on to explore the impacts of organized retailing oncustomer perception in making purchase decision making. Hence, the structure of the wholeinvestigation is as follows.Chapter 1: Introduction – The following section will provide brief overview of the entireinvestigation. Along with this, it will describe the research issue and organization background. Theintroduction chapter will also explain the aim, objectives, research questions, focus and purpose ofthe research etc. Chapter 2: Literature review and conceptual framework – This section will include the previousstudies of the other researchers on the similar topic of organized retailing and customer perception.Along with this, the different kinds of theories will be used by the researcher to obtain the clearfacts related to organized retailing. Chapter 3: Research design and methodology – Under this section, the various types of tools andtechniques will used by the scholar to conduct the research on the proposed objectives. The methodswhich will used by the researcher in the proposed research are research techniques, approach, datacollection, sampling, ethical consideration etc (Blakstad, 2015). Chapter 4: Result, analysis and discussion – The numerous kinds of tools and techniques will usedby research to collect the data and analyse the fact and figures. For assessment of impact oforganized retailing for ASDA, the researcher will use quantitative research technique. Chapter 5: Conclusion and recommendations – This chapter will include the meaningfulconclusion and recommendations as per the findings in the data analysis and discussion section. 8
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