Brexit's Impact on Consumer Behavior: An Empirical Study

The assignment content provides a collection of academic articles and research papers on various topics, including Brexit's impact on public health, international relations, and the future of US-EU and US-UK relationships. The papers also touch upon economic and business-related issues such as cooperative business in New Zealand, next-generation filmmaking, and omni-channel retailing. Furthermore, there is a questionnaire appended at the end, which appears to be related to consumer behavior and preferences regarding shopping habits, product pricing, and promotions. Overall, the content seems to cover a range of topics from different disciplines, including public health, international relations, business, and economics.

DISSERTATION

ACKNOWLEDGMENT
I hold deep gratitude and respect for my mentor who has been supporting and inspiring
throughout this research journey. The motivational statements and enlightening arguments
helped me in choosing the right options and presenting a reliable and valid report. I am also
obliged by the support and encouragement which was portrayed by my family members
especially my parents and colleagues. I present a sincere thanks to all my friends and respective
team members who have been providing their patience for backing me up in critical situations. I
acknowledge every individual linked with this research for helping me in presenting and
gathering the data and providing proper analysis.
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ABSTRACT
A major agenda behind carrying out this research work is to ascertain the success of
Romanian shops in the New Eltlam region. It is done with another fundamental consideration of
determining their practicality in the well established retail sector of UK. It is where this
particular industry is currently dealing with a contending state due to an active existence of
several renowned firms. It is where the retail organizations are duly known to make a huge
contribution in enhancing the economic status of a nation and thus requires to base upon proper
and timely market research. This investigation has thus contributed in acknowledging the
viability of a proposed Romanian shop in the New Elthlam area.
Wherein, it has been identified that the concept of retail is highly increasing in this
location where its residents are together assumed to appreciate a feasible existence of Romanian
shops over here. The intended purpose of this survey is together allied with some well defined
objectives so as to provide a guiding base to the researcher to carry out the study in a directional
manner. The foremost objective of the surveyor reflected over here is to discover a realistic
concept of Romanian shops by together determining its success in the New Ethlam area. It is
done with a subsequent goal of identifying the involvement of Brexit in the launch of Romanian
shops in New Ethlam by lastly recommending dome effective ways in which the small
businesses can effortlessly survive under it.
Business expansion is a great opportunity for growth and development of an organisation.
Retail industry is a sector which allows large scale growth and profitability within a short period
of time if effectively planned. The present research study aims to understand the viable
conditions which will support establishment of a Romanian shop in New Eltham. The entire
research is based on descriptive and explanatory design of presentation. Furthermore, the use of
qualitative and quantitative methods has been implied for gaining information about the study.
For this research study, data collection was performed with primary and secondary research tools
that is by formulating a questionnaire and referring to publications respectively. The sampling
technique used for this research is probabilistic and sample selected was 100 customers who
belonged to New Eltham. Qualitative analysis was aided by thematic analysis which helped in
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getting accurate results. From all these analytical aspects, it was realized that it is viable to open
a Romanian shop in New Eltham.
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TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................6
1.1 Background............................................................................................................................6
1.2 Rationale for the dissertation.................................................................................................6
1.3 Aims and objectives ..............................................................................................................6
1.4 Limitation of the study...........................................................................................................7
1.5 Significance of the research study.........................................................................................7
1.6 Structure for the dissertation .................................................................................................7
CHAPTER 2 LITERATURE REVIEW .........................................................................................9
2.1 INTRODUCTION.................................................................................................................9
2.2 Literature review ...................................................................................................................9
CHAPTER 3 – Research methodology .........................................................................................17
CHAPTER 4- DATA ANALYSIS................................................................................................19
CHAPTER 5 - Conclusion and recommendation..........................................................................32
Conclusion ....................................................................................................................................32
Recommendations .........................................................................................................................32
REFERENCES .............................................................................................................................35
APPENDIX ...................................................................................................................................37
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TOPIC :- IS IT VIABLE A ROMANIAN SHOP IN NEW ELTHAM?
INTRODUCTION
1.1 Background
Retail industry in the New Eltham is growing at a faster pace and it is offering
opportunities for success to organizations that are working in this sector. It requires a strategic
approach for opening a new shop in the retail industry. New Eltham has been situated in South
East London and it has grown as a suburb of farmland.
1.2 Rationale for the dissertation
The main reason behind carrying out this study is to find out viability of opening a new
shop in the retail industry among New Eltham. The main focus of this research is to identify
success of Romanian shops in the New Eltham. It is essential that proper research should be
conducted for assessing the probability of getting success in the retail industry. This sector is
facing intense competition and many new players are trying to start their business in this
industry. A business can gain success and growth if it adopts a strategic and systematic approach
and it will aid for gaining competitive advantage for the business.
1.3 Aims and objectives
AIM :- To demonstrate viability of Romanian shop into the retail industry among New
Eltham.
Following are The main objectives which are linked with the research and they are as follows :-
 To determine the factual concept of Romanian shops.
 To ascertain the success of Romanian shops in New Eltham
 To identify the intervention of Brexit in launching Romanian shop in new Eltham.
 To recommend ways in which such small business can survive in Brexit by together
enhancing their viability.
Research questions
What are the factors that affect the opening of FMCG store in New Eltham ?
How success of Romanian fast moving consumer goods shops in New Eltham can be
determined?
How intervention of Brexit in launching Romanian shop in New Eltham?
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1.4 Limitation of the study
It is assertive that limitations and delimitation of the study should be determined.
Different types of research tools are used for conducting the overall research in proper manner.
Exploratory research design has been used in the present study in which major focus has been
given for assessing, identifying and exploring new ideas. It supports in getting desired findings
of the research study. Different sources such as primary and secondary sources have been
selected for gathering required data and information that is being needed for completing the
research study in appropriate manner.
Primary data has been collected with the help of questionnaire and secondary data have
been collected from Books, journals, Newspapers and other online articles. Sample size of 20
participants have been taken in the present research case. Along with this inductive approach has
been selected in which results of the study moves from specific to general. In the present
research study retail industry of New Eltham has been selected and all the data and information
has been collected from there. The major limitation of this study is lack of proper data and
information that is required for accomplishing the required objectives of the present study.
Primary and secondary data sources have been used and no other sources are used for collecting
necessary data and information. In primary data collection method only questionnaire method
has been selected and it is main drawback of this study.
1.5 Significance of the research study
The study that has been conducted is important at academic level as well as corporate
level. This work will be beneficial for an entrepreneur who is trying for opening a new shop in
the retail industry of New Eltham. Present research carried out will support in the areas of study
and future researcher will be beneficial from the present study that has been conducted.
Furthermore this research has been also advantageous for the academic level where students and
learners will be benefited from the findings of the study.
1.6 Structure for the dissertation
CHAPTER 1 – Introduction :- It is the first chapter of the study in which background of the
study, rationale of the study, aims and objectives, significance of the study have been explained.
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CHAPTER 2 – Literature review :- Views presented by different authors have been mentioned in
this chapter. It provides basic to the entire research that has been conducted.
CHAPTER 3 – Research methodology :- Diverse tools and techniques that has been used for
conducting research have been mentioned in this chapter.
CHAPTER 4 – Findings :- Key findings of the research has been explained in this section and
findings from the primary and secondary analysis have been mentioned. Discussion of findings :-
Brief discussion of the findings have been explained in this part.
CHAPTER 5 - Conclusion and recommendation :- Outcomes that are received from the research
have been mentioned in this chapter.
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CHAPTER 2 LITERATURE REVIEW
2.1 INTRODUCTION
It is second chapter of dissertation in which views expressed by different authors, writers
and professionals have been mentioned. This chapter provides base to the study and entire
research has been conducted on the basis of this. Data and information has been collected from
books, journals and online articles that has been available on the internet. Present study is based
on objective of assessing viability of Romanian shop in the retail industry of New Eltham.
2.2 Literature review
According to Fernie and Sparks, (2014) retail industry offers huge success and growth
opportunity for the organization that are working in this industry. Different variety of products
are offered by organizations that are working in this sector and large number of people gets
benefited by utilizing the goods. Verhoef, Kannan and Inman, (2015) has mentioned that
starting operations in retail sector requires strategic approach so that risk associated with it can
be minimized and chances of success can be enhanced. Competition in the retail industry of New
enthalam is increasing and getting intense and companies are using strategic approach for
maintaining their existing market share.
Factual concept of Romanian shops
It is an innovative concept for opening a new shop in the Romanian retail industry and
due to that it provides opportunity to enhancing the career opportunities for this sector.
Archibald, (2016) has mentioned that market and economic conditions of Romania provides
better opportunities that are available in this sector. There are diverse concepts considering those
a new venture can be established in this industry.
Ryan and Hearn, (2010) has described that Romanian retailing industry has been
cumulated by 13% and it is giving impact on the new ventures that have been established in this
industry. Moreover, Grocery industry is facing diverse challenges and it is giving impact on the
overall retail industry that is working in this sector. Romanian retailing sector offers huge
success and growth opportunities and due to that it becomes critical that opportunities that are
available in this sector should be properly analysed and it will support for making improvements
in existing performance and success.
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Burns and McGrail, (2012) has mentioned that more acquisition will take place and
expansions of new channels will happen in next coming period that will help the small and
medium ventures to grow in this sector. Along with this domestic expansion limits also will
enhance when this industry will offer more market expansion opportunities to people. Reddy,
and Locke, (2013) has described that internal retailing will observe continuous higher growth
rates and due to this chances for success of this industry will also grow in the coming future
period. Retail industry is the fastest and multi-channel industry and it offers chances for growth
to reaching and pleasing the new customers.
Along with this new Romanian shop that will be established in this sector will get
opportunity for making the sector more opportunistic and leading internet retailer. Manuel
Hurtado González and Herrero Chacón, (2014) has mentioned that it is required that
entrepreneurs should conduct proper market research so that growth opportunities that are
available in this sector should be identified. Data and information needs to be collected from
authentic and reliable sources so that strategies and action plan could be made in appropriate
manner by making use of this approach. There are diverse range of challenges that are faced
while working in the retail sector and it is required that risk mitigating opportunities should be
made so that challenges that are faced in the business should be minimized. Along with this it is
required that current economic conditions of the nation should be maintained so that objectives
for opening a new Romanian shop could be achieved.
Government of nation has opportunity for taking significant steps for providing better
opportunities to the people so that it can be ensured that new small medium ventures should be
successful. Benghozi and Salvador, (2016) has explained that one positive step that could be
taken by government is to reduce the VAT and it will aid for reducing the prices of products that
will be sold in the market. Romanian retaining industry is growing at a faster rate and it renders a
positive opportunity for carry out the functions in this sector. Along with this it makes promises
for offering big success opportunities for people that are working in this sector. Brain and
Hylands, (2011) has mentioned that proper investments needs to be done so that financial
activities and other functional activities of the business should be performed in effective manner.
Wildsmith, (2012) has mentioned that market and consumer related information and details
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should be collected properly so that products and services that are offered by the entity should be
collected and implemented in effective way.
Factors affecting the growth of retailing sector
According to the Luckman, (2015) it requires a strategic approach for opening a new
shop. It is vital that proper research should be conducted so that new venture can be established
in successful manner. New Eltham is a suburb of farmland that has been established at South of
Eltham around small hamlets. Archibald, (2016) has described that term “Romania” has been
used first time when three regions of the country became united in year 1859. Influence of
ancient Rome has been observed on this region and language and culture of this place also have
been affected due to it. Major three regions that have been united includes Wala
Factors impacting the success of Romanian shops in New Eltham.
According to Burns and McGrail, (2012) there are diverse range of factors that gives
impact on the success of Romanian shop. It is assertive that impact of these elements should be
considered so that growth and success of the venture should be ensured. Political factors are one
of the most significant element that are needs to be considered while making action plans and
strategies for the business. Reddy and Locke, (2013) has mentioned that rules and regulations
that have been formed should be properly followed so that all the business activities should be
performed in successful manner. Along with this it is required that entrepreneurs who are trying
to establish their business should comply with the guidelines that are given by state for carrying
out the business practices.
Rules formulated by state are mandatory to be followed for all the organizations that are
working in this sector. New Eltham has some amenities that are available for people that are
living in suburb parts of the city and in includes A cooperative food store that has been situated
near the railway station and along with this a cluster of food shops are also situated near post
office in the city. Moreover, there are many chain stores that are situated in nearby Eltham.
There are some good transportation options that are available for people that are working
in the city. Along with this bus services from Transport for London are available and it connects
many parts of the city including Bromley, New cross, Sidcup and Mottingham, Lewisham,
Eltham and Swanley. For opening a new venture in Romania it is required that proper
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understanding about the national culture should be developed so that better and superior quality
products should be delivered to the consumer. Brain and Hylands, (2011) has mentioned that
legal factors also gives influences on the business activities that are performed in the local area.
It is critical that all the business activities should be performed in legal and lawful manner so that
objectives of the business can be fulfilled.
Moreover, regular innovations and advancements that are happening in technical sector
affects the business activities that are performed in the business. Wildsmith, (2012) has described
that it is vital that companies should adopt new technologies in their business so that competitive
advantage can be gained by them. It will aid for ensuring growth and success for the business.
New technology supports in scheduling the business activities in effective way and it also helps
for making and ensuring the growth of the business. Social factors are most significant factors
that affects the overall performance of the industry and due to that overall performance of the
industry gets influenced. Moreover, it is required that proper analysis of the retail industry should
be done. Homan, Cloonan and Cattermole, (2015) has mentioned that retail industry of UK is
growing at a faster rate and it enhances the probability of getting success in this sector.
Growth of this industry reflects that opening a new shop in this sector is a good
opportunity and it can be availed by the organizations that are working in this sector. Economy
of the nation is growing in positive manner and it is supporting for ensuring long term growth
and success of this industry. Along with this political conditions of the nation are in favor and
government has made increase of 15% in wages of public employees. Along with this VAT has
been reduced by the government and it has supported for enhancing the sale of products and
existing profitability of the business.
Carey, (2014) has described that sales promotions is an important element that gives influence
on gaining economies of scale for the business. Reduction in VAT has given impact on the
overall performance of the retail sector and due to that noticeable impact has also been observed
on the noticeable revival of consumption and increases in turnover.
Unit prices for per unit products have decreased and increase in total production of the
industry have been observed. Reduction in retail price of the products have given impact on the
value growth of the retailing and due to that it is an opportunity for the venture to make
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enhancements in the growth by making use of this option that is being available for the business.
If superior quality products will be offered to the consumers than their orientation towards better
quality brands will increase and they will become capable for affording higher quality products.
Reddy and Locke, (2013) has described that grocery retailers that are working in the retail sector
of New Eltham have observed a significant improvement in performance of the overall retail
sector and due to that impact has been observed on the growth of the retail sector.
It has become easier for the organizations to attract their consumers by offering wide
variety of products and sales promotions activities will aid for providing lower prices for
products that are offered by the entity. New venture that has been established in this sector has
opportunity for expanding its operations in new market areas and it will aid for lowering the
prices of the products that are sold in the market. Reduction in the price has also supported for
consolidating the position of modern grocery retailers in the retailing industry of Eltham. Along
with this lower prices of the products have also supported for expansion of grocery retailers
within the retailing industry of the Romania. Moreover, retailing is growing at a vary fat rate and
due to that it has become essential for adopting innovative approaches so that
Carey, (2014) has described that economic growth of the nation is running at a higher
pace and it is giving impact on increasing the disposable income of the people that are living in
the nation. Moreover, it is assertive that entrepreneur who is trying to establish a new venture in
the sector should make efforts for forecasting the trends that are running in this sector.
Burns and McGrail, (2012) has mentioned that growth rate that is presently in this
industry is likely to be sustained over the forecast period and it will help the new ventures to gain
success in this sector. Moreover, fierce competition in this sector will going to create challenge
for the industry. In addition to that rural population with lower disposable income and external
migration is a factor that gives negative impact on the growth rates that are observed in this
sector. Demand for retail goods and other products will give impact on the growth rate of this
sector and it will impact the progress and success of this industry.
The intervention of Brexit in launching Romanian shop in new Eltham.
Wolff, (2016) has mentioned that Brexit has given impact on the overall retail industry
and performance of the retail sector. IN Brexit UK electorate have voted for existing from the
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European Union. This step taken by EU has affected the overall growth of the nation and
different organizations that are working in this industry. Economic growth of nation has
impacted due to this and it has given impact on the economic performance of the country. Along
with this performance of the retail sector has also affected due to this and it has given impact on
the growth and success of this sector.
This step taken by UK electorates will lead the country towards recession. Household
spending of the people living in New Eltham will be affected and it will give impact on the
purchasing power and disposable income of the people. It will make the consumers more
cautious about their decisions towards purchasing specific products and services for the
company. Dhingra, Ottaviano and Van Reenen, (2016) has described that Brexit will give
negative impact on the import price of the products and due to that chances and risks for price
rise will increase.
International trade activities will be influenced and due to this impact will be observed on
the profitability and financial revenues that are earned by the business. Risk for performing the
operational activities of the business will increase and retailers will be requiring cutting down the
price of the products that are being supplied by them. It will provide the consumers opportunity
for reducing the price of the products that are being supplied by them. Pisani-Ferry, Röttgen,
and Wolff, (2016) has mentioned that Brexit will make limitations for the movements of goods
and due to that issues will be faced by buyers and suppliers both.
Hiring skilled and talented people will become an issue and it will affect the recruitment
and placements activities of the firm. To carry out any business function it is required that
systematic approach should be used so that required goals and objectives of the organization
could be accomplished. Potential trade barriers will give impact on the export activities and price
of the products will get affected due to that. More expensive export activities will increase the
cost of goods and it will indirectly give impact on the local sourcing activities that are performed
by the business. Retail firm will be forced to adopt local sourcing and it will provide challenges
for business organizations to maintain of lower the price of the products that are being offered by
them. However Howard and Kollanyi, (2016) has mentioned that there is uncertainty over the
impact that would be given by Brexit and due to this it can not be ascertained about the overall
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impact of this procedure on the growth and success of this sector. Oliver and Williams, (2016)
has mentioned that removal of Beneficial schemes will keep the British retailers and suppliers at
a competitive disadvantage.
Competition Ramifications will occur for the UK's highly developed economy and due to
that impact will be observed on retailing industry of New Eltham. Macroeconomic and
microeconomics consequences will be observed on the economy of UK and it will affect the
activity of opening a new shop in New Eltham. Intervention of Brexit will be observed on the
New shop opening venture and it is going to affect the functional and operational activities that
are being performed in the nation. More than 170000 Romanian people will be forced to return
to Romania if Great Britain will decide to leave the European Union (Dhingra, Ottaviano and
Van Reenen, 2016). This will be directly and indirectly be giving impact on the performance of
the industry and new shop that will be industry also will get affected by it.
Survival tactics of small businesses under Brexit
Brexit has given impact on the economic conditions of UK and due to that impact has
been observed on the economic conditions of nation. Kierzenkowski, Pain and Zwart, (2016) has
mentioned that small business that are working in retail industry are getting affected and their
financial revenues and profitability is getting influenced due to it. It is assertive that strategic
approaches should be used by businesses for gaining competitive advantage for the business.
McKee and Galsworthy, (2016) has described that small business are giving importance to local
sourcing of material after Brexit. It is helping for keeping lower the prices of the products that
are offered under retail shops. Export trading have become more expensive after it and due to
this strategy has been used by organizations to maintain their position in this sector.
Moreover, Oliver and Williams, 2016 has mentioned that retailers are seeking for more
operational efficiencies and it is helping to make survival in better manner. In addition to that
small retail firms are giving emphasis on reducing the size of workforce so that overall
performance of this sector can be improved. Wage bills in the organizations also needs to be
reduced and workforce needs to be contracted so that existing profitability of the organizations
can be maintained. Dhingra, Ottaviano and Van Reenen, (2016) has mentioned that automation
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and adopting new technology will support for reducing the investment cost and it will also help
for making reduction in the investment cot of the business.
Along with this it is required that customer experience should be maintained so that better
values and services should be rendered to the business customers. This is the strategy that has
been used by small retail organizations that are working in this sector. Management of the
companies is also making efforts for deduction in service cost so that overall profitability and
financial revenues of the companies can be enhanced. Along with this companies are looking for
making reduction in the labour cost so that risk associated with Brexit can be mitigated. It is an
innovative approach that is being used by the organization for meeting with the challenges that
are created by Brexit. More digital and responsive changes are being made by the companies for
mitigating the risks and challenges that are caused by Brexit. Major emphasis is given by
organization for seeking operational efficiencies in functional practices and procedures that are
followed in the organization. It is helping for reducing the harvesting and processing cost for
performing the functional activities in the companies. In addition to that single market of New
Eltham provides opportunities for gaining economies of scale for the business. Pisani-Ferry,
Röttgen and Wolff, 2016 has explained that revolutionary new models are being used by the
organization for surviving in the Post Brexit period and it is helping for gaining competitive
advantage for the business.
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CHAPTER 3 – RESEARCH METHODOLOGY
Research approach :- It is defined as a way through which the researcher carries out the study
forward. The present study has been conducted for assessing viability of shop in New Eltham.
Inductive approach has been used and it helps for making a research to move from a particular
position to specific position. This approach supports in identifying broad and general ideas and
theories for carrying out the research in organized manner. By making use of this approach
researcher has developed capability for making identification of preliminary relationship as the
research study is progressed. By specifically observing requirement and needs of the consumers
researcher will be able to make broader generalization for assessing the viability of new
Romanian shop in New Eltham.
Research type :- There are two types of research type and it includes qualitative and
quantitative. In the present research study qualitative research technique has been used. In this
approach exploration of issues has been done. With this understanding of phenomenon also has
been done for performing the research. The results and outcomes that are received from the
qualitative study are descriptive in nature. On the other hand in quantitative research study use of
mathematical phenomenon and statistical tools is done. Major objective of this research study is
to evaluate the feasibility of Romanian shop in the New Eltham. Different tools that are used in
Qualitative research study includes Survey, questionnaire and other equipment that are used for
collecting the data and information that are required for conducting the research in effective way.
Data collection :- There are two type of data that are used for conducting the research study in
effective way. Primary and secondary are two different methods that are used for collecting the
data. In this study primary data has been collected by preparing a questionnaire. Secondary data
has been collected through books, journals, online articles, and published magazines.
Questionnaire has been given to customers that are living in New Eltham. The present research is
entitled to explore feasibility for opening a new shop in New Eltham. Along with this secondary
data collection method is another technique that has been used for gathering data and
information. Secondary data has been taken from information that has been collected from
books, published studies, journals and online articles and other resources. Work of different
authors have been used in the present dissertation that is related to retail industry of Romania.
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Moreover, questionnaire have been prepared that will be used for collecting information from
primary sources. Close ended questions will be mentioned in the questionnaire and it will be
used for assessing the quick response given by the customers. Moreover, it will become easier
for the researcher to compare the response given by different respondents. It is an easier option
for assessing and analysing the response that has been given by the respondents. Closed ended
questionnaire will support for obtaining the response from the customers.
Sampling :- This method is used for conducting research in systematic and organized manner.
Small section that is selected is known as sampling. In this method probabilistic sampling
method has been used and simple random sampling method has been selected. Sample size of
100 has been selected and questionnaire will be given to 100 customers and it will aid for
assessing the response of consumers.
This method of sampling has been selected by the researcher for completing the study.
This sampling technique is beneficial for the researcher as it provides a medium for explore the
feasibility for opening a Romanian shop in New Eltham. It is not possible to include whole
population in the research study due to this it becomes essential to select a small sample from the
entire population. Probability sampling method helps in assuring that different samples have
equal opportunities to be included in probability sampling. Size of the sample is one more
important concern that needs to be considered and in this study 100 customers of New Eltham
have been selected for completing the study. Sampling size denotes about number of samples
that are needed to be included in the sample.
Data analysis :- Qualitative research approach has been used in the present study and it helps for
carrying out the study in effective manner. Thematic technique is used and it aids for conducting
the data analysis process in effective manner. Along with this it is required that systematic and
organized approach should be used for performing the data analysis in effective way.
Ethical consideration :-
Prior approval: The respondents of the investigation might not agree towards taking part within
the research. As per the principle of voluntary participation the respondents must not be forced to
participate in the research. In this regard researcher has to take permission from the employee of
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marketing department on prior basis. None of the participant needs to be involved forcefully
within investigation. The purpose of conducting the research would be informed to them.
Proper citation of work: Within the present dissertation the research work of several authors has
been considered. Ethical consideration makes sure that citation of the work is done in an
effective manner. None of the content is being pasted as such and it has written in own words.
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CHAPTER 4- DATA ANALYSIS
Data analysis is an important segment of this study and in this section information and data that
has been collected from the customers through questionnaire have been collected. Data analysis
section is completed after the completion of research methodology. Proper evaluation and
analysis of data and facts is done in this section so that response given by respondents should be
analysed. Findings of this section are used for exploring the viability of the Romanian shop in
New Eltham. The data collected has been analysed by making use of qualitative and quantitative
methods. In qualitative analysis thematic techniques have been used and it aids for evaluating the
results. Questionnaire has been prepared and quantitative methods have been used under that for
assessing and evaluating the data. 100 customers from New Eltham has been selected and it has
supported for identifying and analysing the response given by consumers.
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THEMATIC ANALYSIS
Theme 1: Consumers refer to buy groceries once a month.
Response Frequency
(a) Twice a month 26
(b) Once a month 34
(c) Bi- weekly 18
(d) Weekly 22
Findings :- As per the given data it can be analysed that 26 consumers are agree with the fact
that they prefers to buy groceries products twice a month. Moreover it has been stated by 34
consumers that they give preference for buying groceries once a month. Along with this 18
consumers have given response that they go for buying groceries on Bi-weekly basis. It has
been stated by 22 buyers that they give preference for purchasing groceries on weekly basis. It
can be observed from the analysis that majority of the consumers give preferences for
purchasing the products in once a month. New Romanian shop has opportunity for designing
monthly packages for the consumers and it will support for enhancing the financial revenues
and profitability for the business. It has been analysed from the literature review that people in
Romania give preference for purchasing groceries on monthly basis. It has been observed from
the above data that majority of the respondents have stated that they go for shopping once a
month. It has also been referred from the literature review that it is culture in New Eltham that
people go with their friends and family members to go for shopping. In addition to that it has
also been analysed in literature review that people give preference to advice given by their
friends and family members while purchasing products. However as per response received
from the customers some people goes for shopping on Weekly basis and Bi-Weekly basis. It is
a opportunity for the organization to develop monthly packages for the customers and it will
help them to sale large quantity of material to the consumers. E-newsletters can be sent to
buyers and their family members for making them aware about the products and services that
are being offered in the company. In addition to that mobile messages can also be sent to
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consumers so that they can be informed about the products and services that are being offered
in the Romanian shop. Major focus will be given for saling the goods that meets the
requirement and preferences of buyers.
Theme 2 : Consumers give preference to buy from Romanian shops.
Response Frequency
(a) Yes 56
(b) No 28
(c) Sometimes 16
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Findings :- According to the given data it can be analysed that 56 consumers have given
response that they give preference for purchasing the products from Romanian shop. However,
it has been stated by 28 buyers that they do not give preference for purchasing from Romanian
shop. Along with this 16 consumers have stated that they sometimes give preference for buying
products from Romanian shops. It can be analysed from the above statements that majority of
the consumers give preference for buying grocery products from Romanian shops. It reflects
that company has opportunity for establishing new shop in Romania and it is going to be a
good opportunity for entrepreneur. It has been evaluated from above data analysis that 56
consumers gives preference for purchasing products from Romanian shops. It reflects
viewpoint of customers that are living in New Eltham. It is essential that viewpoint of
consumers should be analysed so that a successful venture can be established in the industry. It
has also been analysed from the literature review that retail industry is growing at a faster pace
and it is offering huge opportunity for growth ad success for the business consumers. Along
with this small retail firms are also growing and it reflects that there is option for the
organization to develop a successful venture in this sector.
Theme 3 : Online shopping is the easiest way to buy products.
Response Frequency
(a) Strongly agree 44
23

(b) Agree 18
(c) Neutral 30
(d) Disagree 2
(e) Strongly disagree 6
Findings :- It can be observed from the above table that 44 buyers are strongly agreed that
online shopping is the easiest way for purchasing products. It explains about viewpoints of
customers towards buying retail products and it is an effective approach that is used for
providing a medium for selling the products of the enterprise. On the other hand 18 respondents
have stated that they are agreed that online shopping is the easiest way for buying products in
the retail industry. With this there are 30 respondents whose response is neutral towards the fact
that online shopping is the easier method for buying grocery products. Along with this 2
candidates are disagreed with the statement that online shopping is the easiest and effective
manner for purchasing products. Along with this 6 respondents are highly and strongly disagree
with the statement that online shopping provides method for purchasing grocery products. It
has been evaluated that Majority of customers who have filled the questionnaire strongly agree
that online shopping is the most easiest way for buying products that are being offered by
different companies in market. It provides medium that this approach can be used for making
enhancements in existing consumer base of the company. While establishing New Romanian
24

shop major focus can be given for developing an online platform where consumers can be
offered different products that are being offered by the company. In addition to that company
can give focus for digitization for making improvements in the existing practices and
procedures that are being followed in the organization. Use of information technology supports
for enhancing the practices and procedures that are followed in the venture. Moreover, use of
an IT consulting firm can also be taken so that online transactions can be made without facing
any difficulty. Technology and globalization are changing the ways and manner in which a
organization works. In addition to that E-commerce is gaining faster acceptance all over the
globe.
Theme 4 : Online shopping medium is the most preferred by consumers for doing shopping.
Response Frequency
(a) Online shopping 54
(b) Offline shopping 16
(c) buying from sales person 30
Findings :- It can be observed from the above data table that 54 respondents have stated that
according to them online shopping is the most preferred medium for them to purchase retail
and grocery products. It has been stated by 16 respondents that offline shopping is most
preferred medium for them to buy products for doing online shopping. Views of some
25

respondents are that they give preference from buying through sales persons. In total it can be
stated that online shopping medium is the most preferred medium for majority of respondents
for doing online shopping. However, 30 respondents have stated that they give preference for
buying from a sales person and it shown that there are few people who give preference for
purchasing products through sales man. It reflects that some people gives preferences for
purchasing products through sales persons. Views of majority of participants reflects that
online shopping has become choice of consumers and it is helping for providing an effective
platform for selling products and services of the organization. It has been analysed from the
above data that majority of the customers are of the viewpoint that online shopping is most
easiest medium that is being preferred by consumers for doing shopping. It has also been
analysed from the literature review that people in New Eltham gives preference for purchasing
the products through online medium and it will save the cost of the company. Options can be
provided to consumers for purchasing the products through online mode and it will aid for
enhancing the existing consumer base of the organization. Moreover, it has also been analysed
that offline shopping and purchasing the products from sales person are also some methods that
could be used by new venture for selling the products to a large consumer base.
Theme 5 : Price is the factor is given more preference by you while buying product.
Response Frequency
(a) Price 64
(b) Quality 14
(c) Packaging 12
(d) Quantity 10
26

Findings :- It can be observed from the above table that 64 respondents have stated that price is
the most important factor that is given preference by the consumers while purchasing the
products for the enterprise. More specifically 14 respondents have stated that quality is the
most important factor that is given more preference for when an individual goes for purchasing
products of the enterprise. 12 participants have stated that packaging is also an important
element that is being given more preference by buyers when they go for buying products for in
the market. Along with this 10 buyers have stated that quantity is the major factor that is being
given more preferences by the people while taking decisions for buying any product from the
market. It has been evaluated from the response given by participants that there are four major
elements that are being given importance by people while purchasing products for the
enterprise and it includes price, quality, packaging, quantity. Opening New Romanian shop in
New Eltham requires strategic approach from the side of management and it is assertive that
while designing packages of products company should focus on four major factors that includes
quantity of products that is offered by the entity. Products that will be sold at New Romanian
shop will be designed and developed considering the these major elements. Entrepreneurs will
be needing to analyse the ways through which maximum profitability and financial revenues
can be gained by the business. It will also aid for identifying and assessing the ways that could
be used for selling large amount of products for the enterprise.
27

Theme 6 :- Discount offer is the promotion offers attract you most.
Response Frequency
(a) Free gifts 59
(b) Price offers 11
(c) Discount offers 30
Findings : It can be analyzed from the above table that 59 respondents have stated that free
gifts is the most attractive discount offer that attracts them most. Along with this 11 participants
have stated that they give more importance to price factors while purchasing the products for
the entity. Along with this 30 participants have stated that they give more preference to
discount offers while purchasing products for the enterprise. Overall it has been reflected that
majority of the participants have reflected that they give more importance to free gifts. It can be
evaluated from the above that majority of consumers give preferences for free gifts that are
being offered by the retail sector. Some respondents have also stated that they give preferences
for price offers while selecting any product from the market. Along with this some respondents
have stated that discount offers will be given more preferences by them and it reflects that
majority of consumers in New Eltham gives preferences for free gifts that are offered at the
retail store. Entrepreneur can give more importance to free gifts that can be offered at the shop.
28

All the visits that comes at the shop can be given free gifts that are offered at the retail stores.
Along with this attractive discount offers can also be given to the consumers so that they give
more preferences for purchasing the products from new Romanian shop that has been opened at
New Eltham. Respondents have given their response and it has supported in analyzing about
methods that could be used in the Romanian shops that could be used for attracting the
consumers for visiting the shop. It has been found that there are three methods that could be
used by organizations for attracting consumers for selling products and services that are offered
by the entity.
Theme 7 : Advertisement is the factors that affect purchase of consumers.
RESPONSE Frequency
Advertisement 45
Attractive display 12
Brand ambassadors 13
Ingredients 30
Findings :- It can be observed from the above table that 45 participants have stated that
advertisement is the best medium that affect the purchase decisions of the customers. Similarly,
12 respondents have stated that attractive display is the best medium that gives impact on the
purchase decisions of the customers. It has been stated by 13 respondents that Brand
29

ambassadors gives influence on purchase of customers. In addition to that 30 respondents have
stated that ingredient is the most important medium that gives influence on the purchase of the
customers.
Analysis :- It can be evaluated from the above that majority of people have given response that
advertisement is the most important medium that affects the purchase decisions of buyers.
There are four elements that can be considered for designing advertisement campaigns for the
products that are being offered by the enterprise. Along with this While opening Romanian
shop in New Eltham major focus can be given for designing and creating attractive designing
campaigns for the venture. Moreover, ingredients is also an important element that needs to be
considers while making strategies and action plans for executing the functions of Romanian
shop. It is imperative that strategic approach should be used for attracting the consumers so that
sales and profitability of the business can be improved.
Theme 8 : Consumers are concerned about Brexit.
Response Frequency
Yes 68
No 32
Findings :- It can be observed from the above table that 68 respondents have given their
response in Yes that they are concerned about Brexit. More specifically 32 respondents have
30

stated that they are not concerned about Brexit. It can be observed that majority of the
consumers are concerned about issues of Brexit and it can be a challenge for the new shop that
is going to open in New Eltham. It has been evaluated that views of the majority of people are
of view that people that are living in Brexit are concerned about post impacts that are given by
Brexit. Retail industry of New Eltham is facing issues due to Brexit and due to that impact has
been observed on the overall performance of this sector. It is assertive that strategic and
systematic approaches should be used by organizations so that risk and negative impacts that
are associated with Brexit can be reduced. Moreover, from the literature review it has been
analyzed that After Brexit 170,000 people have returned to Romania and purchasing power of
people also have been reduced. People are giving more preference for buying products that are
available in the affordable price range. Economic impact has been observed and due to that
purchasing power of people have been affected.
Theme 9 : Consumers think that spending will reduce after Brexit.
Response Frequency
Yes 65
No 15
Cant's say 20
Findings :- It can be observed from the above table that 65 respondents have stated that their
31

spending will reduce after Brexit. However, 15 people have stated that their spending will not
reduce after Brexit. Similarly, 20 respondents have stated their response in Cant say. It has been
observed that majority of the respondents have stated that their spending will get affected and
reduced after Brexit. Response from 100 participants have been taken and it has supported for
taking the reviews from the customers. It has been analysed from the above that majority of the
respondents have stated that their spending will be reduced after Brexit. Along with this it has
also been analysed from the literature review that Brexit will give influence on the disposable
income that is being earned by the consumers and it is going to give impact on the purchasing
power of people. It has been evaluated from the literature review that people living in Eltham
are facing financial issues and due to that overall purchasing decisions of people is also getting
affected. Along with this there is impact observed on the financial performance of the
organization. Many people faces difficulties in purchasing products that are available in higher
price range. Other than this decisions of people in buying products will give impact on the
overall sales and profitability that is been received by the organization.
Theme 10: Customers are not sure about spending on luxury items after Brexit
Yes 30
No- 21 21
Can’t say- 49 49
Findings: When the respondents were inquired about purchase of luxury items following
32

Brexit, varied responses were obtained. 49 said that they are not sure and do not have a clear
opinion about purchase of luxury goods after Brexit. They ‘cannot say’ anything about this
decision. 30 respondents had opinion that they would purchase luxury items even after Brexit.
Only 21 said that they will not make purchase if any luxury items following Brexit. From the
responses, it can be analysed that customers are concerned about Brexit and the ways it will
impact their everyday lives. This is evident from their response about purchase of luxury items.
Majority of the respondents were of then view that they are still not sure whether they would
make purchase on luxury items or not. From this it can be analysed that Brexit would impact
purchase decision of customers in New Eltham to the extent that they are not sure about
purchase of luxury items. One reason behind this behaviour may be due to increased tax burden
on the organizations that will be eventually passed to the customers. However, some of the
respondents were of the view that they would continue purchasing luxury products. From this it
can be analysed that before starting a Romanian shop in New Eltham, the customer purchase
behaviour need to be taken into account. The customers may not purchase luxury products and
would be more inclined towards saving their money.
Theme 11: Retail products will be impacted more due to Brexit
Yes 67
No 10
Can’t say 23
Findings: when the respondents were asked about the impact of Brexit on retail sector, 67 said
that retail sector will be more impacted due to Brexit. 23 respondents did not have a clear
opinion about it. Only 10 said that Brexit will not impact retail sector. from the responses it can
be analysed that majority of the respondents feel that Brexit will impact the retail sector. This
indicates that customers are aware about the impact of Brexit on retail industry. They are also
concerned about the uncertain situation that they may likely face due to Brexit. It can be
analysed that this uncertainty can dampen the consumer confidence which is the main driver of
the destiny of retail outlets in New Eltham. Thus, retail consumption may be seriously impacted
by Brexit due to political uncertainty. In the context of the present dissertation, it can be
33

analysed that since retail consumption is impacted by Brexit, the new start-up of Romanian
shop need to adopt strong approaches of attracting consumers. A concrete business plan will
help in moving to the right direction and winning consumer confidence.
Theme 12 : Consumers are price conscious regarding retail goods.
Response Frequency
Yes 67
No 13
Can't say 20
Findings :- It can be observed from the above table that 67 respondents have stated that
consumers are price conscious regarding the retail good. Response of 13 participants is
negative and 20 respondents have stated in Can't say. It reflects that majority of the observers
are of the view point that consumers are price conscious when they take decisions regarding
purchasing of goods. Along with this it has also been observed that views of some respondents
is in negative and it is also needs to be considered while taking decisions for the establishing a
Romanian shop. It has been analysed from the above data analysis that majority of the
consumers have shown positive response towards the fact that they are price conscious and this
analysis will prove beneficial for making strategies and determining price of the products in
Romanian shop. All the products that will be kept at Romanian shop will be kept at lower price
and it will aid for attracting price conscious consumers towards selling products of the entity.
34

Attractive discounting schemes and free gifts can also be given to the consumers so that they
can be attracted towards selling products. Lower price range will aid for providing better goods
in the affordable price range to the people of New Eltham and they will find it a good medium
for doing shopping from the new Romanian shop. In addition to that digital technology and
some other mediums can also be used for making reduction in the overall investment cost that
occur in executing the functional activities of business.
Theme 13 : Romanian shop is moderately needed in New Eltham
Yes 58
No 14
Can’t say 28
Findings: When the respondents were asked about the need of a new Romanian shop in New
Eltham, varied responses were obtained. 58 said that they would need a Romanian shop and
would go into one to buy the required products. 28 were neutral and did not provide any
opinion regarding this. 14 respondents did not feel the need of Romanian shop in New Eltham.
From the findings it can be analysed that majority of the respondents were positive about the
need of Romanian shop in New Eltham. They were of the opinion that a Romanian shop is
needed in the suburb. The reason behind this could be their interest and curiosity about the
Romanian culture. The customers of New Eltham would be interested in exploring others
cultures and would be interested in the development of the area. Therefore, they may feel that
35

New Eltham needs a Romanian shop. However, there are respondents who do not feel the need
of any such new start-up. From the analysis, it can be said that there is a moderate need for new
Romanian shop in New Eltham. Therefore, for the business to be successful, strategies need to
be adopted that can engage customers’ interest in it.
Theme 14 : Consumers are fond of Romanian food and culture
Response No. of customers
Yes 68
No 12
Can't say 20
Findings: It can be observed from the above table that 68 consumers have stated that they are
fond of Romanian culture and food. However, 12 consumers have stated that they are not fond
of Romanian culture and food and response given by 20 participants is in Can't say that are not
fond of Romanian culture and food. It has been observed from the above table that Majority of
people that are living in New Eltham are fond of Romanian culture and food. It is a great
opportunity for the organization to establish a new shop that will offer mouth watering food
and cuisines to the customers. Along with this products that will be served at Romanian shop
will be prepared as per the needs and preferences that are shown by consumers. It will aid for
meeting the demand that has been created by consumers and it will be a medium for selling
36

products and services of new Romanian food shop.
37

CHAPTER 5 - CONCLUSION AND RECOMMENDATION
CONCLUSION
The present dissertation has been carried out for assessing the viability of Romanian shop in
New Eltham. It is imperative that proper research should be conducted for analysing and
evaluating the probability of success of the Romanian shop. After the data has been collected and
findings have been evaluated, conclusion has been drawn out and it has supported for analysing
the results of the study. The first objective of the study is to Determine the factual concept of
Romanian shop. Findings of the study suggest that products and goods that will be sold at the
shop will be influenced on the basis of Romanian culture. Moreover, second objective of the
study is to Ascertain the success of Romanian shop in New Eltham.
It has been evaluated from the study that consumers in New Eltham gives preference for
purchasing products from Romanian shop. Along with this it has also been found that retail
industry of New Romania is growing at a faster pace. The third objective of the study was to
evaluate and identify the intervention of Brexit in launching Romanian shop in New Eltham.
Findings of the study suggest that Growth of the retail sector has been influenced due to the
Brexit and it is giving direct impact on the success of retail firms in the industry. Fourth
objective of the study was to identify ways through which small business can survive in Brexit
by together enhancing their viability. It has been analysed from primary and secondary data that
small organizations are adopting many methods to avoid risk and challenges that are created by
Brexit. Moreover, use of digital technology will support for reducing the investment cost of
business and on the basis of that steps can be taken for reducing the overall price of the products
offered by the enterprise.
RECOMMENDATIONS
Opening a Romanian shop in New Eltham requires a strategic approach for executing the
business functions in effective manner. There are strong probability of gaining success by
opening a new Romanian shop in Retail industry of New Eltham. However, there are some
concerns that are faced while implementing the decisions for opening a new shop. On the basis
of findings of the dissertation some recommendations has been mentioned so that business can
38

survive under Brexit and it will aid for ensuring long term survival and growth of bnew venture.
Some recommendations are as follows :-
Assessing the needs of consumers :- It is critical that goods and services in the new shop should
be offered as per the requirement of buyers and it will aid for attracting consumers towards
selling products and services that are being offered by the enterprise. Along with this new and
innovative approaches can be used for making improvements in the existing products and
services that are being offered by the enterprise. Moreover, major emphasis can be given for
taking feedback and suggestions from the consumers so that improvements can be made in the
existing practices that are being adopted in the entity.
Adopting new and digital technology :- it is vital that steps should be taken by the organization
for implementing and adopting new technology in the entity. Along with this it will aid for
reducing the investment cost so that products can be sold to the consumers in affordable price
range. New advanced technology will support for making significant improvements in service
quality and it will ensure long term growth and success of the business.
Using local outsourcing :- Brexit has created difficulty for managing the economic activities and
due to that impact has been observed on the overall performance of the business. Along with this,
export and import activities have been improved and it has created challenge for managing the
financial activities of the venture. Local outsourcing can be used and it will support for reducing
the price for goods so that better quality products can be offered to consumers in a reasonable
price ranges.
Adopting online shopping medium :- It has been analysed that online shopping platform can be
used by business for selling the products and services that are being offered by the entity.
Technology has provided effective medium for selling the products and services that are offered
by the organization. It is the easiest way for the consumers to purchase products that are being
offered by the entity. Along with this online shopping platform can be used by the Enterprise so
that more number of consumers can be attracted for selling the goods that are being offered by
the company.
Lowering price of products :- Major focus can be given by organization for reducing the price
of the products so that consumers can be attracted for selling reasonable price products to the
39

consumers. Along with this it will also help for offering reasonable price products to the
consumers of business.
LIMITATIONS
1 For completing the dissertation questionnaire method has been selected for collecting the
primary data that is required for completion of the study. Interview of participant has not taken
and online survey has also been taken so that more information can be collected about the
consumers.
2 Questionnaire has been given to customers of New Eltham and advice of experts has not been
taken due to which it has become difficult for gathering more relevant data and information that
is being collected for completing the study. This method will provide a innovative approach for
taking valuable advice from industry experts and it will also aid for gaining valuable advice from
experts.
3- There was lack of secondary sources that was required by the researcher to conduct secondary
investigation. Wherein most of the sources were outdated and did not corresponded to
researcher's requirement. Wherein the present study data before the year 2006 was required to be
considered.
4- Time and cost were the two most confining elements to carry out the study on its stipulated
time period. Due to which it largely obstructed to a great extent and it was thus required to carry
out a planned study where Gantt chart to manage the time and activity based method for
budgeting have largely contributed to conduct the projected study.
40

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APPENDIX
43

QUESTIONNAIRE
Name:
Age:
Educational qualification:
Gender:
1. How often do you prefer to buy groceries ?
Twice a month □
Once a month □
Bi- weekly □
Weekly □
2. Do you give preference to buy from Romanian shops?
Yes □
No □
Sometimes □
3. Do you feel online shopping is the easiest way to buy products?
Strongly agree □ Agree □ Neutral □ Disagree □ Strongly disagree □
4. Which medium is the most preferred by you for doing shopping?
Online shopping □
Offline shopping □
Buying from sales person □
5. Which factor is given more preference by you while buying products?
Price □
Quality □
Packaging □
Quantity □
6. Which promotion offers attract you most?
Free gifts □
Price offers □
Discount offers □
7. Which of these factors affect your purchase?
Advertisement □
Attractive display □
Brand ambassadors □
Ingredients □
8. Are you concerned about Brexit?

Yes □
No □
Can’t say □
9. Do you think your spending will be reduced after Brexit?
Yes □
No □
Can’t say □
10. Will you spend on luxury items after Brexit?
Yes □
No □
Can’t say □
11. Do you think retail consumers will be impacted more by Brexit?
Yes □
No □
Can’t say □
12. Are you price conscious regarding retail goods?
Yes □
No □
Can’t say □
13. Do you feel the need of Romanian shop in New Eltham?
Yes □
No □
Can’t say □
14. Would you prefer to buy goods from a Romanian shop in New Eltham?
Yes □
No □
Can’t say □
15. Are you fond of Romanian food and culture?
Yes □
No □
Can’t say □
45