Business Decision Making: Market Research on Poundland

This report conducts market research on Poundland, a British variety chain store, to analyze the status of the retail store and customer mentality. It includes primary data accumulation and analysis, survey methodology, and data analysis.

Business
Decision
Making

Executive Summary
Poundland is a British variety chain store that founded in 1990 by Dave Dodd and Steven
Smith. The headquarter of the company established in Willenhall, West Midlands, United
Kingdom. The company has been dealing in the several products such as Groceries, consumer
goods, electrical products and DIY. Poundland operating various stores and had turnover about
£1 Million with profit £6000. The aim of the report conduct market research to know about the
status of retail store such as Poundland, B&M and home bargains. To achieve aim analysis the
market situation and collect primary data to know people reviews.

Table of Contents
Executive Summary ........................................................................................................................1
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Primary data accumulation and analysis................................................................................1
Survey Methodology and Sampling Frame............................................................................1
Secondary data......................................................................................................................22
CONCLUSION..............................................................................................................................29
REFERENCES................................................................................................................................1
APPENDICES.................................................................................................................................2
Questionnaire..........................................................................................................................2
2

INTRODUCTION
It is commonly said that in the business, success comes to people who take the right
decision on right time. To making good decision is not easy so for better decision require to
discuss with people who are influenced by the decision and take into account their views. The
good business decision making must also consider an appraisal of the investment to provide a
benefit in future (Popovič and et.al., 2012). To better understand the concept of the business
decision making selected organisation Poundland, Which is a British variety store chain founded
in 1990 (about 29 years ago). The headquarter of the organisation situated in Willenhall, West
Midlands, united kingdom. The store dealing into groceries, consumer goods, DIY and
electricals. The aim of the report to analysis the customer mentality regarding to discount store
and exist store how to handle business activities. This report consists of various topics such as
the primary method of collecting data used in surveys, secondary data includes details from the
last three years. Along with there is discussing of data analysis that helpful to know about super
markets growth.
TASK 1
Primary data accumulation and analysis
It is a method that applied the investigator to gather all the authentic information by using
different sources. It is very necessary for researchers to include all the facts and data associated
with the analysis and provide the better results at the moment. It is very necessary for actual
research where consist of all important factors and find the most accurate research
Survey Methodology and Sampling Frame
Survey Methodology: It is analysed that examination of the individual to gathered from
the particular population. There are consisting of various activity as well as strategy to help to
researcher regarding to question from person to attraction legal outcomes. There are discussing
some survey methodology such as: Questionnaire: A questionnaire that encourages the collection of all credible objective
information is by far the most popular and effective strategy in the competitive
atmosphere. Eventually, a investigator utilise for set question that related to particular
topic. According to answers of people apply all the valid solutions (Zsambok and Klein,
2014).
1

 Interview: It is simple method that used by the company to collect data from responsive
abstracted. In this method consist of word to mouth meeting where a investigator ask
different types of questions from respondents and analysis the activities according to
their responses regarding to questions.
Sampling Frame: The particular method applied by the company when conduct research
and consist of related respondents to analysis the tendency and orientation of individuals. There
are resenting sample such as institution, house holds and individuals. There are significantly
apply double approach that apply by the researcher and develop sampling frame. Some are
discussed below: Random digit dialling: In this type of sampling frame investigator utilise advance
research that based on the modified telephone directory. The particular method is more
preferable in the case when collect information that important for any subsequent helping
services. In the context of large super market utilise to make to make feedback then call
to clients regarding to services whether satisfied or not (García-Peñalvo and Conde,
2014).
 Dual Frame Sampling: In this type of methodology collect two different foundations that
are gathers to provide help and create a specific and reliable sample frame. Most of the
companies use of this method in order to analysis of future and current trends of the
market.
Data Analysis
Q1. In which type age group belongs to you? Frequency
a) 18-26 5
b) 27-40 15
c) 41-65 10
Mean 10
Mode 5
Median 10
Standard deviation 3.5355
2

a) 18-26 b) 27-40 c) 41-65
0
2
4
6
8
10
12
14
16
5
15
10
Frequency
Interpretation: As per the above graph it is understanding that 50% people belongs from
the 27-40 age group who are provided answer of the set questions regarding to retail store
service.
Q2. What is your gender? Frequency
a) Male 7
b) Female 17
c) Other 4
Mean 9.3333333333
Mode 3
Median 7
Standard deviation 2.1213
3

a) Male b) Female c) Other
0
2
4
6
8
10
12
14
16
18
7
17
4
Frequency
Interpretation: From the above chart it has been analysed that female most aware
regarding to products and go for shopping so they have more knowledge about the product
quality and price effectively. They are about 17 respondents female given answer of set question
from out of 30.
Q3. Tell me about your education attainment? Frequency
a) Primary 5
b) Secondary 5
c) University 20
Mean 10
Mode 5
Median 5
Standard deviation 10.6066
4

a) Primary b) Secondary c) University
0
5
10
15
20
25
5 5
20
Frequency
Interpretation: To collect information from the people asked their qualification that
plays important role. Without qualification they easily does not giving perfectly answer due to
have less information.
Q4 How much income spend in a month? Frequency
a) 100-150 6
b) 200-300 18
c) 400-500 6
Mean 10
Mode 0
Median 6
Standard deviation 0
5

a) 100-150 b) 200-300 c) 400-500
0
2
4
6
8
10
12
14
16
18
20
6
18
6
Frequency
Interpretation: To open new store in the market it is required to collect information
about the people monthly spending that provide idea how many people spend money on the
branded products and low products. According to that they keep products in the store to attract
every type of customer. In between 200-300 money spend by the 18 people from out of 30
respondents.
Q5 What is your monthly income? Frequency
a) 700-1000 8
b) 1500-3000 15
c) 4000-5000 7
Mean 10
Mode 1
Median 8
Standard deviation 0.7071
6

a) 700-1000 b) 1500-3000 c) 4000-5000
0
2
4
6
8
10
12
14
16
8
15
7 Frequency
Interpretation: as per the above chart it is analysed that to open new store required to
know income level of the people that attract them to spend money ion the branded products.
Mostly people income average 1500-3000 that attract them to purchase average quality of
products. There is 15 resonances it means 50% people agree with the mid 1500-3000 from out of
30 respondents.
Q6. According to you, a location important factor to open new retail store
of Poundland? Frequency
a) Strongly agree 15
b) Agree 8
c) Disagree 7
Mean 10
Mode 1
Median 8
Standard deviation 5.6568
7

a) Strongly agree b) Agree c) Disagree
0
2
4
6
8
10
12
14
16 15
8
7 Frequency
Interpretation: To open new store require to select good location where people easily
reach and people see location to arrive easily. From 30 respondents 50% people strongly agree
with that. They prefer to right location for new store.
Q7. The price of product keep satisfactory by Poundland in their store? Frequency
a) Strongly agree 17
b) Agree 7
c) Disagree 4
Mean 9.3333333333
Mode 1
Median 7
Standard deviation 9.1923
8

a) Strongly agree b) Agree c) Disagree
0
2
4
6
8
10
12
14
16
18 17
7
4
Frequency
Interpretation: As per the above chart it has been analysed that if retail store provide
right price of the product so it is beneficial and people attract to arrive their. They easily
purchase things and suggest to other people regarding to store. About 17 respondents agree with
that from 30 respondents.
Q8. Is company provide discount on specific festival ? Frequency
a) Strongly agree 10
b) Agree 15
c) Disagree 5
Mean 10
Mode 0
Median 10
Standard deviation 3.5355
9

a) Strongly agree b) Agree c) Disagree
0
2
4
6
8
10
12
14
16
10
15
5
Frequency
Interpretation: From the above chart it has been analysed that in the starting of the store,
owner must provide discount to people that attract them and purchase groceries and other things
on daily basis. From 30 people 15 people agree regarding to provide discount in the store.
Q9. Is the store follow the style as per the current market? Frequency
a) Strongly agree 8
b) Agree 15
c) Disagree 7
Mean 10
Mode 1
Median 8
Standard deviation 0.7071
10

Interpretation: It is interpreted that store follow the current market styles effectively. It
is asking questions from the customer so get the answer 8 people strongly agree with that 15
people agree with that and 7 people disagree with that.
Q10 Pounland store agent effectively convince to customer for product
purchase? Frequency
a) Strongly agree 6
b) Agree 18
c) Disagree 6
Mean 10
Mode 0
Median 6
Standard deviation 0
11
a) Strongly agree b) Agree c) Disagree
0
2
4
6
8
10
12
14
16
8
15
7 Frequency

a) Strongly agree b) Agree c) Disagree
0
2
4
6
8
10
12
14
16
18
20
6
18
6
Frequency
Interpretation: Poundland prepare effective business strategy and train to their agents
effectively that utilise by the company to influence to customer to purchase product from
particular company. It will help to increase sales of the organisation and impact on the
profitability positively.
Q11 Do you think company increase their sales in 2018 compare
than to 2017?
a) Strongly agree 10
b) Agree 17
c) Disagree 4
Mean 10
Mode 1
Median 8
Standard deviation 0.7071
12

a) Strongly agree b) Agree c) Disagree
0
2
4
6
8
10
12
14
16
18
10
17
4
Interpretation: As per the above chart it has been analysed that 10 people strongly agree with
the sales increase, 17 agree and 4 disagree.
Q12 Poundland keep the product range according every type of
people?
a) Strongly agree 10
b) Agree 15
c) Disagree 5
Mean 10
Mode 5
Median 10
Standard deviation 3.5355
13

a) Strongly agree b) Agree c) Disagree
0
2
4
6
8
10
12
14
16
10
15
5
Interpretation: It is analysed that 10 people strongly agree with the product range of the
Poundland, 15 agree with that and 5 people disagree with that.
Q13 Which type of product variety prefer to purchase goods? Frequency
a) High 9
b) Medium 15
c) Low 6
Mean 10
Mode 3
Median 9
Standard deviation 2.1213
14

a) High b) Medium c) Low
0
2
4
6
8
10
12
14
16
9
15
6
Frequency
Interpretation: To average type of people easily does not purchase product so they are
preferring to purchase average types of products instead of branded products. It will helpful of
the company to increase profitability.
Q14 Which scale type customer preference to purchase branded products? Frequency
a) High 10
b) Medium 17
c) Low 3
Mean 10
Mode 1
Median 10
Standard deviation 4.9497
15

0
2
4
6
8
10
12
14
16
18
10
17
3
a) High
b) Medium
c) Low
Interpretation: Those people have good ability to purchase things that are preference to
purchase branded products. There are medium or high level people agree to purchase branded
products.
Q15 What is customer preference scale to give importance to online sales
rather than to offline sales? Frequency
a) High 16
b) Medium 6
c) Low 8
Mean 10
Mode 0
Median 8
Standard deviation 5.6568
16

0
2
4
6
8
10
12
14
16
18
16
6
8
a) High
b) Medium
c) Low
Interpretation: As per the above chart it has been analysed that in present time mostly
people like to online purchase but many people like to offline purchase so according to that
provide products online as well as offline to people.
Q16 As per your opinion in which scale to make changes in services of Full
Discount? Frequency
a) High 15
b) Medium 8
c) Low 7
Mean 10
Mode 1
Median 8
Standard deviation 5.6568
17

a) High b) Medium c) Low
0
2
4
6
8
10
12
14
16 15
8
7 Frequency
Interpretation: As per the above chart it is analysed that about 15 people wants to make
changes in the services of retail sector. It makes comfort to people and easily purchase products
after arriving in the store. From 30 respondents 15 people agree with that.
Q17 Which type of people give preference to store open 24 Hr? Frequency
a) High 20
b) Medium 5
c) Low 5
Mean 10
Mode 0
Median 5
Standard deviation 10.6066
18

a) High b) Medium c) Low
0
5
10
15
20
25
20
5 5
Frequency
Interpretation: From the above chart it has been analysed that mostly people wants to
retail store open 24 by 7 in a week that supports them to easy available products at any time.
Q18 Does people have ambience regarding to Poundland products?
a) High 8
b) Medium 15
c) Low 7
Mean 10
Mode 1
Median 8
Standard deviation 0.7071
19

a) High b) Medium c) Low
0
2
4
6
8
10
12
14
16
8
15
7
Interpretation: People have ambience regarding to products so it is analysed the as per the
above chart that 8 people highly agree with that, 15 people medium agree with that and 7 people
low with that.
Q19 In which scale company provide Home delivery to customers?
a) High 15
b) Medium 8
c) Low 7
Mean 10
Mode 1
Median 8
Standard deviation 5.6568
20

a) High b) Medium c) Low
0
2
4
6
8
10
12
14
16 15
8
7 Frequency
Interpretation: From the above chart it has been analysed that home delivery of the product set
at different scale where analysis that 15 people goes with the strongly agree, 8 respondents high
scale with the and 7 people low with that.
Q20 Does Poundland provide appropriate space to visit customer under
a roof?
a) High 9
b) Medium 15
c) Low 6
Mean 10
Mode 3
Median 9
Standard deviation 2.1213
21

a) High b) Medium c) Low
0
2
4
6
8
10
12
14
16
9
15
6
Frequency
Interpretation: The presented chart defined that Poundland store provides sufficient space to
their respondents and provide 15 respondents agree with the medium.
Secondary data
To analysing the position of other super market take 3 competitors for comparative
analysis such as Tesco, Morrison and ASDA.
Market share of Poundland
Year 2017 2018 2019
Poundland 20.00% 19.20% 20.20%
22

Interpretation: As per the above chart it is understanding that the market growth of the
Poundland in 2017 was 20.00% but in 2018 it was falling down and reach on 19.20%. In the year
2019 it is increased by the % and reach on 20.20%.
Market share of Morrisons
Year 2017 2018 2019
Morrisons 10.40% 10.40% 10.10%
Interpretation: The market growth of the company provide the actual position and
define about the market share. From the chart analysing the market share of Morrisons in 2017
company had 10.40% share after that it remain same and reach on 10.40% in 2018. But in 2019
it decreased and reach on the 10.10%.
Market share of Tesco
Year 2017 2018 2019
Tesco 27.80% 27.40% 27.00%
23

Interpretation: There is interpreted of the chart of market growth of Tesco in the
different year of 2017, 2018 & 2019. In the 2016 the growth of the company is good and reached
on the 27.80% but in 2017 & 2018 fall down and reach on the 27.40% & 27.00%.
Market share of ASDA
Year 2017 2018 2019
ASDA 15.30% 15.20% 14.90%
Interpretation: From the above chart it has been analysed that ASDA has good position
in the market but due to increasing of competitors fall down the market share and in 2017
24

decrease as compare with 2018 & 2019. In the year 2017 company had 15.30%, 2018 had
15.20% and in 2019 has 14.90%.
Operating Profit of Poundland
Year 2017 2018 2019
Operating Profit 8.41% 7.91% 8.21%
Interpretation: As per the above chart analyses the operating profit of the Poundland
company of recent three years to know the profitability of the company. The operating profit is
good but in 2018 it is decreased as compare with 2017 which was 8.41% in 2017 & 7.91% in
2018. In the year 2019 it reach on the 8.21%.
Operating Profit of Morrison
Year 2017 2018 2019
Operating Profit 2.67% 2.54% 2.49%
25

Interpretation: As per the above chart & table it is defined that the operating profit of
the company has been fall down due to affect by the external factors that impact on the business
performance. For this require to proper maintain the rivals responding same goods and services
at the cheap price.
Operating profit Of Tesco
Year 2017 2018 2019
Operating Profit 1.17% 1.56% 2.08%
Interpretation: The presented chart & table defined that company want to increase their
profitability so they are effectively focus on the external and internal factors that impact on the
business in effective manner. There are comparing the product at lower price with the other
competitors. As per the chart analysed the operating profit of the Tesco that was decreased in
2017 but slowly increase and reach on the 2.08% in 2019 that shows good sign for the business.
Operating Profit of ASDA
Year 2017 2018 2019
Operating Profit 6.42% 5.18% 3.12%
26

Interpretation: This chart defined the profitability of the company in different years
such as 2017, 2018 & 2019. Company have good profitability in the 2017 6.42% but decrease in
2018 & 2019 and reach on the 5.18% & 3.12%.
Profit after tax of Poundland
Company have not profit after tax due to went in the huge losses. So company does not
conduct business activities.
Profit after tax of Morrison
Year 2017 2018 2019
Profit after tax -40 1206 1322
Interpretation: As per the chart analysis the profit after tax of the Morrison profit after
tax in negative in the year 2017 but in 2018 & 2019 and achieve good position in the market.
Profit after tax of Tesco
Year 2017 2018 2019
27

Profit after tax 305 311 244
Interpretation: The profit after tax of the Tesco good in the year of 2017 which was
£305 but in the year 2018 it was decreased continue even in the 2019 also. Due to increase tax
rate profit decrease of the super market.
Profit after tax of ASDA
Year 2017 2018 2019
Profit after tax 201 215 198
Interpretation: The above chart defined that company face many expenses that reduce
the income level and have lower profit after tax. In the year 2017 company had £201, in 2018
£2015 & in 2019 have £198. It is continuously decreasing.
Key findings
28

From the above primary data analysis it has been determined that customer support the
services and goods offered by Poundland. It is also identified that customer like to consume
variety of food items which make them satisfy and help company to attain a favourable
advantage in the competitive market. Similarly, from the secondary data analysis, the main
finding in the context of Poundland is that as compared to other competitors there is a
progressive growth of market share in recent time. The net profit of company is also increasing
year by and year and total customer base as also grown in effective manner which is a good sign.
Recommendation
As per discussion it is suggested that Poundland have good position in the UK market but
slowly they are losing their position from the market so Aboss Ltd do not follow the market
strategy of particular store. For this require to follow Tesco who have good position in the
market and follow the their marketing strategies. They are providing goods and services at low
prices and impress clients. Thus, various types of retail store such as Poundland, Tesco are
presenting good in dynamic atmosphere. It is advised that in respective organisation are capable
to provide offers. For this prepare a team which is handling every activities and analysis the
market to know their taste & preference. They examine analysis the primary as well as secondary
data that provide shape to discounted supplies are facing problem regarding to profit. There is
scope of the more to fine new ways that easily apply by the organisation. So Aboss Ltd easily
open the discount retail company to and become part of retail industry after study of Poundland
market share and growth.
CONCLUSION
As per the above discussion, BDM is important decision that take by the organisation
when they face critical situation to sort out the business objectives effectively. It helps to achieve
desired objectives and aims in particular period of time. It is significant procedure that follow in
systematic manner and analysis authentic information to make right decision as per the different
business situations. Top level management apply the appliance strategy in order to support in the
dynamic atmosphere.
29

REFERENCES
Books and Journal
Bazerman, M. and Moore, D. A., 2013. Judgment in managerial decision making.
Popovič, A., and et.al., 2012. Towards business intelligence systems success: Effects of maturity
and culture on analytical decision making. Decision Support Systems. 54(1). pp.729-
739.
Zsambok, C. E. and Klein, G. eds., 2014. Naturalistic decision making. Psychology Press.
Pettigrew, A. M., 2014. The politics of organizational decision-making. Routledge.
Quanyu, H., Tong, C. and Leonard, J. W., 2013. Business decision making in China. Routledge.
García-Peñalvo, F. J. and Conde, M. Á., 2014. Using informal learning for business decision
making and knowledge management. Journal of Business Research. 67(5). pp.686-691.
Provost, F. and Fawcett, T., 2013. Data science and its relationship to big data and data-driven
decision making. Big data. 1(1). pp.51-59.
Zeleny, M. ed., 2012. Multiple criteria decision making Kyoto 1975 (Vol. 123). Springer Science
& Business Media.
Ghattas, J., Soffer, P. and Peleg, M., 2014. Improving business process decision making based
on past experience. Decision Support Systems. 59. pp.93-107.
Kourdi, J., 2015. Business Strategy: A guide to effective decision-making. The Economist.
Stine, R. and Foster, D., 2014. Statistics for Business: Decision Making and. Addison-Wesley
SOFTWARE-JMP

APPENDICES
Questionnaire
Personal details
Q1. In which type age group belong you?
a) 18-26
b) 27-40
c) 41-65
Q2. What is your gender?
a) Male
b) Female
c) Other
Q3. Tell me about your education attainment?
a) Primary
b) Secondary
c) University
Q4 How much income spend in a month?
a) 100-150
b) 200-300
c) 400-500
Q5 What is your monthly income?
a) 700-1000
b) 1500-3000
c) 4000-5000
Attractive Factors
Q6. According to you, a location important factor to open new retail store of Poundland?
a) Strongly agree
b) Agree
c) Disagree
Q7. The price of product keep satisfactory by Poundland ion their store?
2

a) Strongly agree
b) Agree
c) Disagree
Q8. Is company provide discount on specific festival ?
a) Strongly agree
b) Agree
c) Disagree
Q9. Is the store follow the style as per the present market?
a) Strongly agree
b) Agree
c) Disagree
Q10 Pounland store agent effectively convince to customer for product purchase?
a) Strongly agree
b) Agree
c) Disagree
Q11 Do you think company increase their sales in 2018 compare than to 2017?
a) Strongly agree
b) Agree
c) Disagree
Q12 Poundland keep the product range according every type of people?
a) Strongly agree
b) Agree
c) Disagree
Customer Preferences
Q13 Which type of product variety prefer to purchase goods?
a) High
b) Medium
c) Low
Q14 Which scale type customer preference to purchase branded products?
3

a) 1
b) 2
c) 3
Q15 What is customer preference scale to give importance to online sales rather than to offline
sales?
a) High
b) Medium
c) Low
Q16 As per your opinion in which scale to sort alteration in services of Poundland?
a) High
b) Medium
c) Low
Q17 Which type of people give preference to store open 24 Hr?
a) High
b) Medium
c) Low
Q18 Does people have ambience regarding to Poundland products?
a) High
b) Medium
c) Low
Q19 In which scale company provide Home delivery to customers?
a) High
b) Medium
c) Low
Q20 Does Poundland provide appropriate space to visit customer under a roof?
a) High
b) Medium
c) Low
Responses
4

Q1. In which type age group belongs to you?
a) 18-26 5
b) 27-40 15
c) 41-65 10
Q2. What is your gender?
a) Male 7
b) Female 17
c) Other 4
Q3. Tell me about your education attainment?
a) Primary 5
b) Secondary 5
c) University 20
Q4 How much income spend in a month?
a) 100-150 6
b) 200-300 18
c) 400-500 6
Q5 What is your monthly income?
a) 700-1000 8
b) 1500-3000 15
c) 4000-5000 7
5

Q6. According to you, a location important factor to open new retail
store of Poundland?
a) Strongly agree 15
b) Agree 8
c) Disagree 7
Q7. The price of product keep satisfactory by Poundland ion their store?
a) Strongly agree 17
b) Agree 7
c) Disagree 4
Q8. Is company provide discount on specific festival ?
a) Strongly agree 10
b) Agree 15
c) Disagree 5
Q9. Is the store follow the style as per the current market?
a) Strongly agree 8
b) Agree 15
c) Disagree 7
Q10 Pounland store agent effectively convince to customer for product
purchase?
a) Strongly agree 6
6

b) Agree 18
c) Disagree 6
Q11 Do you think company increase their sales in 2018 compare than to
2017?
a) Strongly agree 10
b) Agree 17
c) Disagree 3
Q12 Poundland keep the product range according every type of people?
a) Strongly agree 10
b) Agree 15
c) Disagree 5
Q13 Which type of product variety prefer to purchase goods?
a) High 9
b) Medium 15
c) Low 6
Q14 Which scale type customer preference to purchase branded
products?
a) High 10
b) Medium 17
c) Low 3
7

Q15 What is customer preference scale to give importance to online
sales rather than to offline sales?
a) High 16
b) Medium 6
c) Low 8
Q16 As per your opinion in which scale to make changes in services of
Full Discount?
a) High 15
b) Medium 8
c) Low 7
Q17 Which type of people give preference to store open 24 Hr?
a) High 20
b) Medium 5
c) Low 5
Q18 Does people have ambience regarding to Poundland products?
a) High 8
b) Medium 15
c) Low 7
Q19 In which scale company provide Home delivery to customers?
a) High 15
b) Medium 8
8

c) Low 7
Q20 Does Poundland provide appropriate space to visit customer under
a roof?
a) High 9
b) Medium 15
c) Low 6
9