Evaluation of Consumer Behaviour and Buying Patterns for Business Development at Sainsbury's

This research study delves into the decision-making processes of Sainsbury's, the UK's second-largest retail organization, with a focus on understanding consumer behavior and buying patterns to inform future business development. The project aims to analyze market trends, consumer preferences, and buying habits to enhance Sainsbury's promotional efforts and make informed decisions for expansion and growth. Through a comprehensive survey using primary and secondary data, the study explores customer satisfaction levels, compares Sainsbury's performance to its rivals (Tesco, Morrison), and identifies key factors influencing consumer choices. The findings provide valuable insights and recommendations for Sainsbury's to optimize its market share and achieve sustainable growth.

Title “Evaluation of consumer behaviour and their
buying pattern to make the decision for further business
development”

Executive Summary:
This research study will revolve around UK’s largest retailing organisation Sainsbury and its
decision-making process in business operation. The Sainsbury Supermarket is the second
largest retail supply chain with 600 stores across the globe. This Business Decision Making
Project is based on Sainsbury’s vision that is related to “Evaluation of consumer behaviour
and their buying pattern to make the decision for further business development”. This
research project will get to know about market behaviour, consumer preferences, and their
buying habits to make company’s promotional efforts more strong and effective in order to
make right and effective decisions for business expansion and development process. Being a
part of the market research team of Sainsbury Supermarket; a business research report will be
produced. In regards to meet survey objectives and monitor customers’ expectations and
market trends, a market research team of Sainsbury will conduct a survey in Questionnaire
will be prepared using primary and secondary data to know buying pattern of consumers and
promotional efforts of supermarkets. A proper assessment will be made to ascertain the
satisfaction level of customers in the market. The further comparison will be made between
Sainsbury and its market rivals such as Tesco, Morrison in order to review customer’s habit
and changes in buying pattern based on store reputation, product and service quality and
availability of preferable products in the market. Survey methods will be based on the
quantitative and qualitative analysis. In the end, the proper recommendation will be made in
the context of Sainsbury market shares and market evaluation with the help of survey team.

Contents
Executive Summary:..................................................................................................................2
Introduction:...............................................................................................................................4
Task 1.........................................................................................................................................5
1. Survey plan:.......................................................................................................................5
2. Survey methodologies:.......................................................................................................6
3. Questionnaire making for identifying business problem:..................................................9
4. Collection of data with questionnaire (at least 15 responses)..........................................12
Data Analysis:..........................................................................................................................13
1. Primary data: Graphical presentation and interpretation of data: -..................................13
Task 2.......................................................................................................................................22
2. Secondary data analysis with graphical presentation:......................................................22
1. Market share comparison:.............................................................................................24
2. Gross profit margin:......................................................................................................24
3. Sales turnover:...............................................................................................................25
Findings, discussion and recommendation:.............................................................................27
Conclusion:..............................................................................................................................28
References:...............................................................................................................................29
Appendices:..............................................................................................................................30

Introduction:
The major aim of preparing this report is to measure and evaluate the market to anticipate and
review customers’ needs and evaluate Sainsbury’s future growth. Sainsbury is the second
biggest company in UK in retail sector that wants to know about customer’s choices and
buying pattern in order to meet survey objectives. A report will be prepared by survey team
in which proper knowledge about research analysis, objectives and recommendation will be
involved. In this survey analysis, proper data will be collected through primary data
collection methods. Questionnaire will be prepared with the help of sampling frame and
various survey methodologies then data will be collected by using questionnaire to
understand the responses of respondents. Analysis will be made through mean, median mode
and frequency distribution. Data presentation will be analysed through graphic presentation
using spreadsheets. Secondary data will be collected to compare and interpret the graph in the
context of supermarket stores including the detailing of market shares, gross profit margin
and sales turnover. Proper findings and discussion will be provided to make a beneficial
recommendation for Sainsbury Supermarket to understand market shares and buying a
pattern of customers.

Task 1
1. Survey plan:
Survey planning and strategies for analysis through collection of primary and secondary data
from consumers to understand their buying pattern and review market promotion in
supermarket.
Survey objectives:
The major aim or objectives of conducting this survey is to manage whole business analysis
of Sainsbury in order to get to know customers’ buying habits and behaviour for future
growth to make management liable and able to review and monitor market trends, choices of
consumers and business growth of Sainsbury.
Research techniques:
Various kinds of effective research methodologies will be used in this research project to
examine and evaluate decision-making process for further business development. Survey
methodologies will include a quantitative and qualitative pattern as research methods. The
questionnaire will be prepared to make effective responses from respondents in relation to
manage research and get to know their effective experiences with supermarkets. The
questionnaire will be used with the help of hypothetical facts, data and collection of
secondary data will be done to make a comparison between supermarket trends in order to
reach to reality and make a conclusion (Saxena, 2010).
Survey duration:
The survey will take around 5 weeks to understand and review the responses and experiences
of consumers in the context of the decision-making process for business expansion and
further development. Additional three weeks will take top review documents, making reports,
evaluating the scenario and producing feedback report to recommendation process.

2. Survey methodologies:
Research methodology procedure involves a number of acts and evaluation tactics to be
proposed. All research activities will be performed in the proper manner of timing to conduct
research.
Types of research:
The topic of the survey analysis is “Evaluation of consumer behaviour and their buying
pattern for business expansion and further development” in the context of Sainsbury. The
overall primary data will be collected from consumers, market, dealers of the company
performing in the retail market. The descriptive survey will allow meeting the requirement of
research (Paradigms, 2013).
Sources of Data:
Primary and secondary data will be used to meet research study purpose. Primary data will be
collected from consumers, market and dealers those working with Sainsbury Supermarket
and know the market trends. The secondary data will be collected and applied in regards of
making comparison among supermarket stores and in relation to Supermarket of Sainsbury.
The secondary data will show the sales comparison product wise, gross profit margin ratio to
make different suggestions to serve effective conclusion in relation to research study (Akhtar
et. al., 2016)
Primary data:
Primary data are those data that are applied or collected by survey teams and researchers to
make survey successful for the first time. In the collection of primary sources, researchers
collect data with the help of a questionnaire, interviews, observations, case studies, making
portfolio etc. in order to measure and make original effects in nature. Collection of primary
has many advantages.
Advantages:
1. Primary data are original and reliable in nature that represents the degree of accuracy at a
high level.
2. It can easily be collected from interviews, questionnaire, case studies and making portfolio
etc.

3. These are highly transparent, realistic and relevant in providing realistic reviews and facts
to the researchers (Dytham, 2011).
Secondary data:
Secondary data will be used in this survey to measure sales margin, gross margin ration
Sainsbury’s market trends in order to make comparison among supermarket stores.
Secondary data collection is optional methodologies in the survey which are categorised into
two forms: - internal and external phase of a collection of data (Sato, 2017). These can be
collected through TV, newspapers, social sites and information taken from other sources.
Advantages of Secondary data:
1. These are quite cheap and easy to be collected than primary data.
2. These secondary data can be easily assessable for work from the scholars across the globe
(Dytham, 2011).
Tools for the data collection:
1. Questionnaire:
Questionnaires are prepared by arranging a set of questions for asking lots of questions from
consumers, dealers and other respondents. In this survey, a questionnaire will be prepared to
take responses from people to know their reactions and views in a written form. It will be
useful in the evaluation of collected data through calculating mean, median & mode (Sansoni,
2011).
While collecting data it is essential to understand following things:
1. Collection of appropriate data.
2. Making facts comparable and amendment to research analysis.
3. Reducing bias information of the questionnaire and making review evaluation (Patten,
2016).
2. Sampling methods (Sampling frame):-
The research is the systematic process in which evaluation and survey would be made in an
effective manner to reach towards a conclusion in an effective manner. While conducting

research, the population is an element in which a large number of mass are included.
Sometimes collecting data would not be possible for everyone from the universe
(population). Sampling is the concept in which a specific representative object of a universe
for the aim would be selected as a sample to determine parameters or elements characteristics
from the whole universe in the research projects (Ralph, 2013).
For this survey sampling method would be used to meet research objectives. The stratified
random technique would be considered as the main element in this report to select and
collection of data through salesman, customers, and dealers working with Sainsbury
Supermarket. In this ransom sampling, individual consumers, dealers are eventually selected
from each store of Sainsbury to take reviews from them. They will have to make stratified
sampling randomly.

3. Questionnaire making for identifying the business problem:
Name: ---------------------
Address: ---------------------
Contact no.: ---------------------
Email address: -------------------
Optional question:
Describe: Evaluation of consumer behaviour and their buying pattern to make decision
for further business development.
1. Are you?
Female Male
2. In which age of bracket do you fall under?
15-18
19-25
26-39
41+
3. From where do you prefer your shopping?
Retail market
Online purchasing
Auctions
Local stores

4. Do brand image of the product impact in buying habits of consumers?
Yes
Never
Rarely
Sometimes
5. What do you prefer mostly while having shopping?
Brand value of the product
Competitive pricing strategies
Product service and usability
Product Quality
6. has buying behaviour of the consumer is changed due to changes in economy and lifestyle?
Yes
No
Rarely
Neutral
7. Do promotion efforts done by supermarkets affect buying behaviour and choices of the
consumer?
Always
Never

Sometimes
Rarely
8. You are among the......... when your favourite product enters the market?
First person to purchase
Higher majority of buyers
Last majority of buyers
Very last to purchase the product
9. Which kinds of facilities do you prefer the most while visiting retail stores?
Service Quality
Availability of product
Hygiene and cleanliness in the store
Pricing and discounting
10. What do you expect from supermarkets in their promotion efforts to meet consumer
satisfaction level?
Loyalty Programs
Attractive pricing strategies
Event sales
Sponsor and community partnerships

4. Collection of data with questionnaire (at least 15 responses)
Responses:
(At least 15)
Questions:
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Question 1 A A B A B A B A B B A B B A B
Question 2 A C B B A B A C D B C B C B D
Question 3 A C D A B D C B A A D A B D B
Question 4 A C D C A B C A A C B A D B A
Question 5 B C C C A B D A B D A A B C C
Question 6 C B A C B B A C D D A D A A A
Question 7 D D A C A B C C A B A A B A A
Question 8 A A A A A D D D A A C B C B A
Question 9 D A C A D D A A B A B A A C A
Question 10 A B D C B A B B A A C D B A B
Analysis: -
In the overall evaluation of survey after collecting data, it can be observed that data was
collected targeting 15 people out of total universe. Those respondents could be consumers,
dealers, workers or marketers who have worked with Sainsbury and have specific knowledge
of the market. Quantitative data collection method and stratified random sampling methods
have been chosen to make survey successful.

Data Analysis:
1. Primary data: Graphical presentation and interpretation of data: -
1. Are you?
Gender Option Female Male
Responses 7 8
7
8
Responses
Female
Male
Interpretation: - In the above question a question is asked the gender of respondents in
which around 7 people were females and 8 were male respondents.
2. In which age of bracket do you fall under?
Age Options 15-18 19-25 26-39 41+
Responses 3 6 4 2
15-18 19-25 26-39 41+
0
1
2
3
4
5
6
7
3
6
4
2
Responses
Responses

Interpretation: - In this question, age was a major target in which around 3 people were
between 15-18, 6 respondents were above 18 but between 19 to 25. 4 respondents were lying
under 26-39, and 2 were above 41.
3. From where do you prefer your shopping?
Shopping
preferences
Options
Retail market Online
purchasing
Auctions Local stores
Responses 5 4 2 4
Retail market Online
purchasing Auctions Local stores
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
5
4
2
4
Series1
Responses

4. Do brand image of the product impact the buying habits of consumers?
Options Yes Never Rarely Sometimes
Responses 6 3 4 2
6
3
4
2
Responses
Yes
Never
Rarely
Sometimes
Interpretation: as per given in the questionnaire the question was asked about the impact of
brand images of the product upon buying habits of people, in which around 6 respondents
said yes and 3 respondent said no out of 15. Around 4 respondents responded rarely and 2
said impacted sometimes.
5. What do you prefer mostly while having shopping?
Options Brand value of
the product
Competitive
pricing
strategies
Product service
and usability
Product Quality
Responses 4 4 5 2

0
1
2
3
4
5
Series1
Responses
4 4
5
2
Series1
Responses
Interpretation: in this section, the question was asked about preferences of consumers while
their shopping in which around 5 people went with product service provided by
supermarkets. And around four respondents responded for brand value image and competitive
pricing of the product.
6. has buying behaviour of the consumer is changed due to changes in economy and lifestyle?
Options Yes No Rarely Neutral
Responses 6 3 3 3
Yes No Rarely Neutral
0
1
2
3
4
5
6
6
3 3 3
Responses
Responses
Interpretation: In the above diagram, it is easily observed that around 6 respondent said yes
when question was asked about buying behaviour and changes in economy and life style. On
the other side, rest respondents were responded no” and three people were rarely agreed with
this statements out of 15.

7. Do promotion efforts done by supermarkets affect buying behaviour and choices of the
consumer?
Options Always Never Sometimes Rarely
Responses 7 3 3 2
Always
Never
Sometimes
Rarely
0 1 2 3 4 5 6 7
7
3
3
2
Series1
Interpretation: while asking the question related to promotion efforts of supermarket affect
the buying behaviour of people, around seven respondents said yes out of 15 and 3 said were
not agree with this statements.
8. You are among the......... when your favourite product enters the market?
Options First person to
purchase
Higher majority
of buyers
Last majority of
buyers
Very last to
purchase the
product
Responses 8 2 2 3

First
person to
purchase
Higher
majority of
buyers
Last
majority of
buyers
Very last to
purchase
the
product
0
1
2
3
4
5
6
7
8
Series1
Responses
8
2 2
3
Series1
Responses
Interpretation: when the question was asked about purchasing the favourite product for the
consumer, around 8 people responded positively out of 15 that they would be the first person
to purchase their favourite product entering in the market. But 3 people were not agreed with
this and rest of others were come under the higher majority of purchasers.
9. Which kinds of facilities do you prefer the most while visiting retail stores?
Options Service Quality Availability of
product
Hygiene and
cleanliness in
the store
Pricing and
discounting
Responses 8 2 2 3
Service Quality Availability of
product Hygiene and
cleanliness in
the store
Pricing and
discounting
0
1
2
3
4
5
6
7
8
8
2 2 3
Responses
Series1

Interpretation: when the question was asked related to the facilities of retail stores, around
8 people out of 15 preferred service quality of the product provided by retail stores. But 3
people went with pricing and discounting facilities and rest went with the availability of
product and cleanliness in stores.
10. What do you expect from supermarkets in their promotion efforts to meet consumer
satisfaction level?
Options Loyalty
Programs
Attractive
pricing
strategies
Event sales Sponsor and
community
partnerships
Responses 5 6 2 2
Loyalty Programs
Attractive pricing strategies
Event sales
Sponsor and community
partnerships
0 1 2 3 4 5 6
5
6
2
2
Responses
Interpretation: when question was asked about consumer expectations related to
promotional efforts of supermarkets (Sainsbury), then there were around sex respondent out
of 15, who were agreed with attractive pricing strategies made by stores in their promotional
efforts, other five people gave their response to loyalty programs and rest of four people went
with event sales and sponsor partnerships.

Representation and summarising data using mean, median mode calculation: -
Calculation
of central
tendency
q. 1 q. 2 q. 3 q. 4 q. 5 q. 6 q. 7 q. 8 q. 9 q. 10
Mean 3.75 3.75 3.75 3.75 3.75 3.75 3.75 3.75 3.75 3.75
Median 3.5 4 3.5 3.5 4 3 3 2.5 2.5 3.5
mode #N/A 4 #N/A #N/A 4 3 3 2 2 2
The overall survey was revolving around 15 respondents who were taken as a random sample
in order to manage and analyse from the whole universe. A questionnaire has been analysed
and evaluated through the mean, median mode and calculation of percentages to understand
that how many people responded to which specific category.
Mean: -
Mean depicts middle number or an average of the overall sample taken from the universe.
The total of the sample would be divided by a number of people from whole observation.
Mean can be taken as the average of the variable which shows the middle value of the whole
universe or set of observation (Rahi, 2017). In this analysis of the survey, the calculated mean
is 3.75 out of 15 that describes that around people between 3 to 4 were agreed that buy
behaviour is impacted by positive promotional efforts of supermarkets.
Median:
Median depicts middle value of the whole sample taken from the universe. In this
calculation, the median in this survey falls between 3.5 to 4, that describe the higher half of
the observation from less and lower half out of total universe set.
Mode:
The mode can be considered as most repetitive frequency or moderate value from selected
data or observation set. In this calculation, it is observed that around 3 to 4 people out of 15
were given a positive response about promotional efforts and changes in buying behaviour of
people from shopping market (Rahi, 2017).

Percentage:
Question Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10
Responses. 1 20 33.33 40 26.67 40 46.67 53.33 53.33 33.3
3
Responses. 2 40 26.6 20 26.6 20 20 13.33 13.33 40
Responses. 3 26.6
7
13.3 26.66 33.33 20 20 13.33 13.33 13.3
3
Responses. 4 13.3
3
26.6 13.33 13.33 20 13.33 20 20 13.3
3
The percentage is analytical behaviour by which analysis could be made and effective
understanding could be made through this. While making survey analysis, percentages can be
useful in monitoring and examine experience level and responses of consumers. Collection
and interpretation of data become easy. In this survey, around 46.67 % respondents were
males and 33.33% of people were female. In which around 40% of people were below 25.
Around 40% of people were agreed that brand value of products affect buying patterns and
habits of buyers and 33.33% of people gave their response to product’s service. In the overall
analysis, around 50-60% of people agreed that promotional efforts basically loyalty programs
and community partnership etc. efforts attract more customers and 40% of people prefer
better service quality while visiting any retail stores.

Task 2
2. Secondary data analysis with the graphical presentation:
Tabular analysis including market share, gross profit, sales turnover margin of FY
2017:
Company name
Basis
Morrison ASDA Tesco Sainsbury
Market share 10.3 15.4 27.9 15.8
Gross Profit 591,M 791.7m 1,017m 826,m
Sales 29,112 m 478,61m. 499,13m. 37,659m.
Total Assets 165,776 199,581 134,523 198,765
Above table represents that Tesco is the first largest company that has 29.9% market share
and Sainsbury is second largest retail firm in the UK with 15.8% of market share. Through
collecting information from secondary data, it has been evaluated that market shares of
Morrison have increased in last few months and Sainsbury’s share decreased (Morrison,
2017).
Sainsbury market share and gross profit margin of last two years: -
Basis 2016 2017
Market share 15.99 15.8
Gross profit margin 87,870 82,610
1. Market share graph (Sainsbury)
1 2
15.70%
15.75%
15.80%
15.85%
15.90%
15.95%
16.00%
16.05%
15.99%
15.80%
market share
market share

In this above diagram, it is analysed that Sainsbury market share has been decreased slightly
from last few months; it was 15.9% in 2016 which was slightly declined by 0.19% in 2017.
Gross profit margin (Sainsbury)
1
2
78000 80000 82000 84000 86000 88000
87,870
82,610
gross profit margin
gross profit margin
From the above diagram, it denotes that gross profit margin of the company has also been
reduced from last few months, in 2016, it was $87870 then reduced to $82610 in 2017.

Presentation and interpretation through graphs among UK largest companies including
Sainsbury:-
1. Market share comparison:
data
analysis 1:
MARKET
SHARE
Morrison sainsbury ASDA Tesco
0
5
10
15
20
25
30
10.3
15.8 15.4
27.9
Series1
2. Gross profit margin:
Gross profit margin can be computed by dividing gross profit of companies by their
total sales turnover.
Morrison 591/29,112 m *100 = 2.03
ASDA 791.7/47861 m. *100 = 1.65
Tesco 1017/49913m. *100 = 2.03
Sainsbury 826/37567 m.*100 =2.19

2. gross
profit
ratios
Morrison ASDA Tesco Sainsbury
0
0.5
1
1.5
2
2.5
2.03
1.65
2.03 2.19 Series1
3. Sales turnover:
Morrison 29112/165776 = 0.17
ASDA 47861/199581 =0.24
Tesco 49913/134523 =0.37
Sainsbury 37659/198765 =0.18
3. sales
turnover Morrison ASDA Tesco Sainsbury
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.17
0.24
0.37
0.18
Series1
Analysis and interpretation:
Secondary data are used and collected by scholars, journals and through other mediums to
customise and evaluate survey procedure effectively without any difficulties. In this analysis,
a comparison and contrast were to be made of different supermarket stores in the context of
market shares, gross profit margin and sales turnover ratio of different companies. The
comparison had ma among UK largest supermarkets Morrison, ASDA, Tesco and Sainsbury

in order to analyse and examine differences in market share and profitability analysis.
Through analysis it was observed that Tesco is the first and Sainsbury is the second largest
company with market share holdings 27.9% and 15.8% respectively (Sainsbury, 2016).
Through gross profit ratio, it was observed that Tesco was the company with highest sales
turnover in the retail market then ASDA is second and Sainsbury is third is this cue. When
gross profit margin of the companies was to be computed, Tesco had highest sales volume
but Sainsbury’s gross profit is highest in the 2017 that is 2.19% & second highest profit is of
ASDA (ASDA, 2016).

Findings, discussion and recommendation:
This research project was made to develop and assess the key finding skills related to the
decision-making process of the management. A survey was made through Sainsbury survey
team and a questionnaire was made to find responses from consumers, dealers and other
respondents, the question was asked of at least 15 people out of a set of observation. Through
overall analysis, it was found that around 45-60% of consumers prefer services quality while
visiting supermarkets. 40% of people responded that loyalty programs create great effects on
buying patterns of purchasers by making promotional efforts. 40% of respondents were youth
out of 15 people who agreed with brand value affects the buying behaviour of buyers
effectively. The measurement of central tendency was helpful in presenting whole data in
easily and precise manner. Through mean, median and mode, the interpretation was made
correctly after collection of data (Ganguly, 2015). Then data analysis was made through
secondary collection data with the help of the scholar to evaluate and examine sales turnover,
gross profit margin and market share among UK four largest companies so that effective and
beneficial analysis could be made and the survey could be made successful. Through overall
analysis, it is observed that Sainsbury needs to focus on increasing its’ market value and
share to compete with its’ rivals such as Tesco, ASDA and Morrison effectively. The
company has to improve promotional capacity, efforts and invest more in products and
service to provide a-one quality to their customers and retaining potential consumers.

Conclusion:
This report was prepared by the Sainsbury survey team in order to understand the market
norms and changes occurred in the market. Such changes require being understood by proper
conduction of research and adoption of effective survey methodology. The survey was
revolving around topic consumer behaviour and evaluation of their buying pattern to review
challenges occurred with the changes in the market and consumers choices. The major aim of
the survey was to observe and analyse promotional efforts of the supermarket at the time of
business expansion and further development (Fleming and Koppelman, 2016). In Primary
and secondary survey methods, sampling frame is used as research tools to examine whole
research process. The questionnaire was prepared in this survey to get responses from
consumers and marketers in order to know market trends and buying behaviour of buyers.
The overall analysis was based calculation of central tendency (mean, median and mode) and
percentage to present data in an easy format. The graphical presentation will be given with
the help of secondary data and primary one in order to make comparison and contraction
among various supermarkets as per comparing their market share and gross profit to get to
know about their market position. At the last key findings were examined and
recommendation as made in order to make an effective conclusion and making survey
successful.

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Appendices:
Questionnaire
Name: ---------------------
Address: ---------------------
Contact no.: ---------------------
Email address: -------------------
Optional question:
Describe: Evaluation of consumer behaviour and their buying pattern to make decision
for further business development.
1. Are you?
Female Male
2. In which age of bracket do you fall under?
15-18
19-25
26-39
41+
3. From where do you prefer your shopping?
Retail market
Online purchasing
Auctions

Local stores
4. Do brand image of the product impact in buying habits of consumers?
Yes
Never
Rarely
Sometimes
5. What do you prefer mostly while having shopping?
Brand value of the product
Competitive pricing strategies
Product service and usability
Product Quality
6. has buying behaviour of the consumer being changed due to changes in economy and
lifestyle?
Yes
No
Rarely
Neutral
7. Do promotion efforts done by supermarkets affect buying behaviour and choices of
consumer?

Always
Never
Sometimes
Rarely
8. You are among the......... when your favourite product enters the market?
First person to purchase
Higher majority of buyers
Last majority of buyers
Very last to purchase the product
9. Which kinds of facilities do you prefer the most while visiting retail stores?
Service Quality
Availability of product
Hygiene and cleanliness in the store
Pricing and discounting
10. What do you expect from supermarkets in their promotion efforts to meet consumer
satisfaction level?
Loyalty Programs
Attractive pricing strategies
Event sales
Sponsor and community partnerships

Secondary collection of data (original)
1. Sainsbury, 2016. Annual report 2016. J. Sainsbury PLC
2. ASDA, 2016. Annual report 2016. ASDA GROUP LIMITED.
3. Morrison, 2017. Financial Report. MORRISONS.
4. Tesco, 2016. Annual Report. Tesco.