Case Study of Morrison Retail Supermarket
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Added on 2019-12-03
Case Study of Morrison Retail Supermarket
Added on 2019-12-03
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TABLE OF CONTENTSINTRODUCTION...........................................................................................................................3LO1..................................................................................................................................................31.1 Plan for the collection of primary and secondary data..........................................................31.2 Survey methodology and sampling frame ............................................................................41.3 Questionnaire for the survey..................................................................................................4LO2..................................................................................................................................................62.1 Summarization of data obtained from the survey..................................................................62.2 Analysis of result and conclusion..........................................................................................72.3 Measures of dispersion..........................................................................................................82.4 Explaining quartile, percentile and correlation coefficient which is useful in the businesscontext..........................................................................................................................................9LO3................................................................................................................................................103.1 Graphs and conclusion based on business scenario.............................................................103.2 Forecasting sales revenue through trend lines:....................................................................123.3 Business presentation...........................................................................................................133.4 Formal business report for WM Morrison's.........................................................................13LO4................................................................................................................................................144.1 Information processing tool.................................................................................................144.2 Critical path for the WM Morrison .....................................................................................154.3 Use of financial tools...........................................................................................................16CONCLUSION .............................................................................................................................18REFERENCES..............................................................................................................................192
INTRODUCTIONBusiness decision making is the process through which manager makes decisions afteranalyzing several alternatives. Every action of manager produces an output which is the result ofdecision. Manager plays the most important role in business decision making. This project reportis based on the case study of Morrison’s retail supermarket which is the fourth largest retailer inUK in terms of turnover. Besides this, it includes 12 convenience stores and 500 stores in UnitedKingdom (Black, K., 2011).This document shows research work which is based on the customerbehavior and attitude towards food discount retailing carried out by WM Morrison’s that is basedon primary and secondary data. This project report depicts decision making by the manager ofMorrison’s with the use of several techniques. LO11.1 Plan for the collection of primary and secondary dataThe research is conducted by the Morrison for the purpose to identify the consumerbehavior and attitude towards food discounting retailing. The main objective behind collection ofdata and research studies aredriving the top line, increasing efficiency, and capturing growth. Toachieve these objectives, Morrison’s needs to make an effective plan for the data collectionwhich will provide more help to company in the near future (English, 2012). The other aim andobjective of the study is to know the cultural behavior of the customers, Taste and preference ofthe costumers, and to know the purchasing power, standard of living.Plan for the primary data collection: Primary data is that which is collected for the firsttime to achieve the objective of research. Here, primary data has been collected through onlinesurvey which has been accomplished with the help of questionnaire. Survey is the most effectivetechnique of data collection and in this technique, a sample is selected from the population andthen survey is conducted on consumers to identify their attitude and behavior towards fooddiscounting retailing (Sapsford and Jupp, 2006). In survey, researcher will use questionnaire as atool to assess the consumer behavior towards food discounting retailing with the use of eitheropen or close ended questions which will helps in the collection of primary data. To conductresearch more effectively researcher send questionnaire to 50 people on their e-mail id andencourage them to fill this questionnaire. For this, researcher only makes research upon the3
customers of west London. In addition to this, researcher send questionnaire on email id of loyalcustomer so company become able to retain and sustain customers for longer duration. Plan for the secondary data collection: Secondarydata are that which is already collectedand published by other researchers and can be used to modify and conduct the research. Inaddition to this, there are varied secondary sources assess that scholar can use with an aim toperform the research upon the given topic. It consists of government published documents, booksand journals being published by varied authors. Government also published data about variousissues which will provide help in further research program. In addition to this, other resourceslike libraries, periodicals are also recognized as a main source which will help in the collectionof secondary data (Shultz, 2005). Besides this, journal which is published by other researcher onthe same problem provides an idea about the research being conducted by the scholar. To getappropriate results researcher undertakes latest edition of books which provides deeper insight tohim about the problem. Besides this, researcher also makes use of government data because theyare more reliable. In addition to this, researcher also undertakes periodicals which have highcredit rating. After this, he makes analysis of information which researcher obtains fromdifferent sources to get suitable outcomes.The data for Morrison is collected through primary and secondary sources. The primaryinformation is collected through survey conducted for customers. It is through distribution ofquestionnaire that the primary information for customers will be accumulated. The secondaryinformation on other hand is accumulated by referring to journals, articles and other publishedmaterials. 1.2 Survey methodology and sampling frame Survey methodology will provide guidelines about the research that will help it toconduct the study effectively. As per the case study, Morrison’s will focus on adults to conductthe research. To get information from sample, researcher will conduct online survey and for this,it is evident to acquire email id from the customers. In addition to this, researcher will getinformation from customers time to time about their behavior towards food discounting retailingthrough online survey technique (Ravindra and Rao, 2014).The survey method is done through collection of primary data - Survey is the mosteffective technique of data collection and in this technique, a sample is selected from the4
population and then survey is conducted on consumers to identify their attitude and behaviortowards food discounting retailing through face to face, by distributing questionnaires.Generally, population is very large so, to conduct the research effectively sample isselected with the help of an effective sampling technique. In this context, here the individual thatresides in the age category such as 18 and above will be selected as the sample.Sampling technique:The researcher needs to select sample of population so as toaccumulate information. It is through adoption of appropriate sampling methodology that theresearcher is able to select sample that replicates original population. In present case the randomsampling technique is applied. It is the probabilistic sampling technique that assigns equalprobability to each of the outcomes. The sample for the given study will be conducted byresearcher by using the random sampling approach. With the help of given method,50 peopleare selected as the sample. In this technique, each member of the population has an equal chanceof selection and there will be no space for biasness. So, research will be carried out on 50 peopleto identify their attitude towards discounts being offered by firm towards food. In addition tothis, it can be said that the by taking assistance from the varied research approaches the objectiveof given study can be met (Xue and et.al. 2014). 1.3 Questionnaire for the surveyThe survey sample is been elaborated here within. It is as follows:Demographic information of customers of Morrison’sName AgeGenderIncome 1.What is the working status of customers?Working ()No working ()2.What is the marital status of customers?Married ()5
Unmarried ()3. How much time you take to reach at Morrison’s grocery store?10 minutes ()15 minutes ()20 minutes ()25 minutes ()5. How much Morrison's grocery store is so far from customer’s house in terms of km.?1 km. ()1.5 km. ()2 km. ()2.5 km. ()6. How frequently do you buy product from the retail store that offers discounts? On daily basis()Weekly ()Monthly ()Yearly ()7. How long you have been shopping from discounting retail store? 1 year ()2 years ()3 years ()More than 3 years()8. How much money customer of Morrison's spends in food discounting store?< 100£ ()100£ ()200£ ()<200£ ()9. Which retailer provides the best discount to customers?Morrison's ()ASDA ()6
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