Business Decision Making

BUSINESS DECISION
MAKING

EXECUTIVE SUMMARY
The project report summarizes about both types of research including primary and
secondary. The report is categorized into two tasks in which first task are about primary data
collection. Under which a set of questionnaire is used to find out key information about
customers which states that Essential limited should focus on customer satisfaction. On the other
hand second task is based on secondary research which states about financial performance of five
supermarket of United Kingdom and among them Tesco plc’s financial performance is effective.

Contents
EXECUTIVE SUMMARY.........................................................................................................................2
INTRODUCTION.......................................................................................................................................4
MAIN BODY..............................................................................................................................................4
Task 1. Primary data collection:..............................................................................................................4
Task 2. Secondary data collection:.......................................................................................................19
KEY FINDINGS.......................................................................................................................................24
CONCLUSION AND RECOMMENDATION:........................................................................................25
REFERENCES..........................................................................................................................................26

INTRODUCTION
In the aspect of companies, term business decision making is too crucial. This is linked
with taking decisions on the basis of proper research and analysis. In the absence of proper
research, this can be difficult for companies to take right decisions (Gong, Simpson and Tan,
2018). The project report is based on a company that is Essential limited. This company is going
to launch own discounted supermarket and for this purpose a proper market research has been
done. The research is done of Lidl Plc and for this purpose its profitability has been compared
with rest of competitors. As well as under primary research questionnaire is prepared in order to
take feedback from customers.
MAIN BODY
Task 1. Primary data collection:
Primary data is data obtained from first hand evidence by a researcher, using techniques such
as surveys, observations, or studies. Bearing in mind the survey mission, it is obtained
exclusively from primary sources (Andjelic and Vesic, 2017). In the context of above Lidl plc,
primary research has been done in such manner that is as follows:
 Designing a questionnaire:
A questionnaire is a study method composed of a set of questions (or other forms of
prompts) to obtain information from the participants (Schwartz, 2016). Herein, below set of
questionnaire has been presented which are asked from customers of Lidl plc:
Section A: Personal details
Q1. Which age group you belong to?
a) 18-26
b) 27-40
c) 41-65
Q2. What is your gender?

a) Male
b) Female
c) Other
Q3. What is your education level?
a) Secondary
b) Diploma
c) University
Q4 What is your monthly income?
a) 700-1000
b) 1500-3000
c) 4000-5000
Q5 What is your monthly sending?
a) 100-150
b) 200-300
c) 400-500
Section B: Attractive Factors
Q6. Is location is a key factor for setting a new supermarket?
a) Strongly agree
b) Agree
c) Disagree
Q7. Does company should keep their prices at an effective level?
a) Strongly agree
b) Agree
c) Disagree
Q8. Does company should provide discounts on regular time interval?

a) Strongly agree
b) Agree
c) Disagree
Q9. Should stores have enough range of product range?
a) Strongly agree
b) Agree
c) Disagree
Q10 Should store convince their customers to purchase products?
a) Strongly agree
b) Agree
c) Disagree
Section C: Customer Preferences
Q11. What type of variety of product you prefer?
a) 1
b) 2
c) 3
Q12 At what scale, a customer prefer online shopping over offline shopping?
a) 1
b) 2
c) 3
Q13 Are you satisfied with customer services of Lidl plc?
a) 1
b) 2
c) 3
Q14 What scale, people prefer a store to be open for 24 hours?