Business Report: Primary and Secondary Research Techniques

This business report discusses the use of primary and secondary research techniques in decision making. It includes a comparison of market share between Primark, M&S, and NEXT companies. The report also covers topics such as demographic segmentation, buying patterns of customers, and promotion efforts. Recommendations for improvement are provided.

Business Report

EXECUTIVE SUMMARY
The report has included various research techniques which comprises of Primary and
Secondary research. It has also mentioned the comparison with the competitors of company on
the basis of market and operating profit. Various factors like demographic, buying pattern of
customer, promotion techniques and so on have been explained in the report.

Contents
INTRODUCTION.......................................................................................................................................3
MAIN BODY..............................................................................................................................................3
Primary data collection and analysis........................................................................................................3
Secondary data collection and analysis..................................................................................................12
Findings and discussion.........................................................................................................................15
Recommendations.................................................................................................................................15
CONCLUSION.........................................................................................................................................15
REFERENCES..........................................................................................................................................17

INTRODUCTION
Decision making is considered as an integral part of business that helps in selecting the
best options from all the given alternatives in order to achieve the pre defined purpose. It plays
an essential role in assigning the goals and it gives the ways to achieve those assigned goals
within stipulates period of time (He, Wang and Akula, 2017). Integral decision making helps the
manager to have a clear head and guide their subordinates for a specific goal oriented work. For
the better understanding of report Primark company has been selected which is the Irish fashion
retailer whose headquarter is in Dublin. The company deals in clothing, accessories, footwear as
well as cosmetic items for both men and women. This report cover topics like analysis of
primary data under which buying pattern of the customer is identified and their demographic
segmentation done. Along with that efforts made by Primary on promotion of the retail business
is also identified. Moreover, within secondary data comparison is made with other competitors
on basis of market share, gross profit/operating profit percentage.
MAIN BODY
Primary data collection and analysis
Primary data is the original data which is collected y investigator and then it is used to do
market research. Here the researchers are first time investigator so the chances of duplicacy and
biasness are less or null. Within, Primark company collection of primary data is done so that
company can seek active participation from respondents through Questionnaire method and
make decisions to expansion their operations within London. Additionally, primary data is
collected on basis of demographic, buying pattern of customers and satisfaction level of
customer (Weygandt and et. al., 2018). So the company has made a Questionnaire which will be
having series of questions that will help the company to meet the mentioned objectives
(demography, buying pattern of customer, promotion effort of company and satisfaction level of
customer).
Name: Qualification:
Age: Gender:

Average Spending:
1. How do you prefer your shopping
a. Online
b. Offline
2. How often do you shop?
a. Weekly basis
b. Monthly basis
c. During Occasions/Festivals
3. What percentage of your income you prefer to spend on shopping
a. 10%
b. 10% - 30%
c. More than 30%
4. Would you like to visit Primark store on the basis of your last purchase experience
a. Yes
b. No
5. How would you like to rate our services out of 5 stars on the basis of your experience
6. What age group is more engaged in purchasing items for our outlet?
a. Kids
b. Teens
c. Middle age group
d. Elderly
7. Which sales promotion activity is most appealing?
a. Discounts
b. Coupons and Signage
c. Members for customers
8. Do you get all the products on the basis of your taste and preference?
a. Yes
b. No
9. Is location of the outlet works as an advantage?
a. Yes

b. No
10. What you will say about the product range available with the company?
a. High
b. Medium
c. Low
11. Post your recommendations for further improvement?
1. Shopping preference
How do you prefer your shopping?
a. Online 8
b. Offline 7
How do you prefer
your shopping? a. Online b. Offline
6.4
6.6
6.8
7
7.2
7.4
7.6
7.8
8
Series1
Interpretation: On the basis of above graph respondents are more focused in doing
online shopping at the same time customer also like to visit the store and have a experience of
offline shopping that is going traditional. Amongst 15 respondents, 8 are more likely to prefer
online shopping whereas 7 opted for offline shopping.
2. Shopping pattern
How often do you shop?
a. Weekly basis 3

b. Monthly basis 7
c. During Occasions/Festivals 5
a. Weekly basis b. Monthly basis c. During
Occasions/Festivals
0
1
2
3
4
5
6
7
Series1
Interpretation: From the above data company can interpret that purchasing pattern of
customer is divided into the categories, though most of the customers like to shop on monthly
basis and during occasions. Only few of them like to shop on weekly basis reason being
respondent don’t won’t to shop on frequent basis.
3. Income spend on shopping
What percentage of your income you prefer to spend on shopping?
10% 4
10% - 30% 8
More than 30% 3

10% 10% - 30% More than 30%
0
1
2
3
4
5
6
7
8
Series1
Interpretation: The above data represent that the income share of customers hover
around 10% - 30% as 8 respondents out of 15 opted for this option. As customer has to make
other commitments also so they are hesitate in spending huge junk in clothing industry.
4. Shopping in the basis of last purchasing experience
Would you like to visit Primark store on the basis of your last purchase experience?
a. Yes 9
b. No 6
a. Yes b. No
0
1
2
3
4
5
6
7
8
9
Series1
Interpretation: The company can observe that there is a scope of improvement as 6
respondents out of 15 didn’t gave positive response so company can work on product quality and
training can be given to sales employees so that better feedback can be received.
5. Customer rating

How would you like to rate our services out of 5 stars on the basis of your experience?
1 Star 1
2 Star 1
3 Star 2
4 Star 4
5 Star 7
1 Star 2 Star 3 Star 4 Star 5 Star
0
1
2
3
4
5
6
7
Series1
Interpretation: From the above bar graph it has been displayed that the reviews are
mixed, though company has got 7 five star rating but still it need to focus on the reason behind
negative ratings and find out favorable solution for the same.
6. Customer engagement
What age group is more engaged in purchasing items for our outlet?
Kids 3
Teens 6
Middle age group 4
Elderly 2

Kids Teens Middle age
group Elderly
0
1
2
3
4
5
6
Series1
Interpretation: From the study company knows where they actually need to focus that is
young and middle age people as the concentration is more there, along with that they internal
manager need to articulate the product in such a way so that they can catch the attention of youth
and adult of country.
7. Sales promotion technique
Which sales promotion activity is most appealing?
Discounts 8
Coupons and Signage 4
Membership for customers 3
Discounts Coupons and
Signage Membership for
customers
0
1
2
3
4
5
6
7
8
Series1
Interpretation: According to the response of respondents the company can analyse that
human psychology has come into picture, as 8 out of 15 has responded for instant discounts.
Similar, there is a fair share of Coupons and membership which is 4 and 3 respectively.

Memberships are for those who want to maintain long term relationship so special attention
needs to be given to such customers.
8. Availability of products in the basis of taste and preferences
Do you get all the products on the basis of your taste and preference?
Yes 13
No 2
Yes No
0
2
4
6
8
10
12
14
Series1
Interpretation: On the basis of above analysis it can be observed that customer is often
getting what they are in need of. Whereas, in some of the rare cases the bonds are not satisfied so
company will work on rectifying the same so that the satisfaction level of customer can be
attained.
9. Location of outlet works as an advantage
Is location of the outlet works as an advantage?
Yes 11
No 4

Yes No
0
2
4
6
8
10
12
Series1
Interpretation: The location of company is at the heart of the city it means where most
of the business activity is done so 11 of respondents give value to the location. Whereas, 4
respondents still feels more stores can be opened for their convenience.
10. Product range available with the company
What you will say about the product range available with the company?
High 4
Medium 9
Low 2
High Medium Low
0
1
2
3
4
5
6
7
8
9
Series1
Interpretation: Company provide customer all kinds of product in their retail sector, the
focus is to cater all the needs of customer so company has covered everything but still there is
some bits and pieces which needs to be covered by company.
11. Recommendations

Some of the recommendations which company got from its customers are more outlets
can opened and the prices of product can be reduced to increase more market share. Services on
the outlet should be improved to provide long lasting experience to customers. Additionally,
more focus should be given to online stores so that market share around the globe.
Secondary data collection and analysis
It refers to the information which has some sort of relevance and use in the research is
known as secondary data. It is traced out from generals, articles, magazines etc. which is mostly
used for comparison and measurement of past information and decisions with the current
scenarios (Popovič and et. al., 2012). Respective data assist Primark Company in realizing the
issues and adapting successful methods which they found out from the past three years reports.
There are two type of secondary data Internal and External. Within internal sales figure, balance,
profit and loss statements are the reports. In external source government statistics, competitors,
media are the sources.
Market share: Market share means the percentage of market captured by any company
in an economy within the period of time. Here is a comparison of market share between Primark,
M&S and NEXT Company. These three companies are leading companies in UK retail store
market. All of this three companies are contributing a huge share to market as the below table
suggest but the rate of growth is not same in fact M&S and NEXT has seen a downfall as
compare to previous year.
Year Primark M&S NEXT
2016-2017 6.6% 8.2% 7.4%
2017-2018 6.9% 8.8% 7%
2018-2019 7.1% 7.7% 6.8%
From the above data it has been analyzed that Primark is giving close competition to
Mark and Spencer as well as if the trend will continue like this it will overcome M&S in terms of
market share (Primark - Statistics & Facts, 2019). So comparison is made between both
companies on basis of market share and it is analyzed that both the companies hold a huge
market in context of context of clothing industry within UK. The company has focused on going

more digital the only vision behind it is to get global market share along within the UK market
share. Additionally, this will help the entity to grow its market share and give competition to
global brands one of them is M&S. In case of NEXT, the market share has been declining from
last couple of years it was 7.4% at the beginning of 2016 but in 2018-19 it has came down to
6.8%. It sank below 7% in 2018-19 which happened for the first time after 10 years in UK for
the company. Talking about the women clothing category NEXT is most popular brand in United
Kingdom still there is a financial dip which is a cause of concern. The company cut down the
number of stores when they observe decline in sales and profit because they are not able to
achieve high profits in last couple of years (Share of clothing market held by NEXT plc, 2019).
Below is the graph which shows the market share of various companies in clothing industry in
UK for last ten years.
Source: Global data retail centre, May 2018
Basis of
difference
Primark M&S NEXT
Known for Fast fashion chain
offering reasonable
clothing to men, women
and children due to
which known for untidy
stores and up to the
minute design.
Food and clothing
company for men, woman
and kids with a particular
specialism in knitwear.
Natural choices
retailers in UK, for
fashion realization of
men and women
who look for style
distinguishing and
quality.
Founded Formation at 1969 in
Dublin as Penneys,
opened in UK in 1973
Founded in Krikgate
market, leeds in 1884
The company was
founded in the year
1864 whose

headquarter is in
Enderby,
Liecestershire UK
Number of stores There are approximately
161 stores in UK and
more than in other
countries with no online
presence.
M&S has around 766
retail store in UK and 430
in other countries with fast
growing online business
(Waage, 2014).
The stores have been
decreased in last
couple of years
because of less
return. There are
around 700 physical
stores of Next
company within UK.
Sales Sales of the company is
recorded as 4.37 billion
pound in last financial
year which is up by 22
%
Sales of M&S company
have increased by 4% it is
recorded as 10.4 billion
pound.
Sales of NEXT have
decreased by 17%
and the sales graph
is giving diminishing
return from last
decades also. The
sales of company in
last financial year
were 1.95 billion
pound.
Current pace of
growth
It is expected the
company will grow with
rapid pace and if the last
few years of trend need
to be believed it can
also overtake M&S in
upcoming year.
The clothing stores sales
are experiencing a dip
which is compensated by
the food stores of M&S
(M&S to lose its decade’s
long status as the number
one clothing retailer to
Primark, 2018).
The company is
experiencing a
constant dip from
last couple of year
which resulted in
closing of stores that
were not giving
profit to company.

Contrast: Both the Primark and M&S company contribute huge amount of market share
in UK market, as M&S market 2018 - 2019 was recorded as 8.6% whereas Primary also
contribute 7.6% in the same financial year. Moreover, the companies emphasize on increasing
the sales by satisfying their customer so that they can retain them and increase word of mouth
which will result in new customer of the company (Frey, Schulz-Hardt and Stahlberg, 2013).
Both companies focus in increasing the number of Brick and Mortar outlets in the UK market
and also in foreign markets. Even the share of NEXT in retail store is huge for last couple of
years, the stores was contribution 6.8% in last financial year. The firm is thinking of
implementing new strategies so that they can increase the share in future. They are looking to
expand their international operation as well. The company wants to open stores at the places
where market share is huge and the density of population is at higher side. Next company
manager spend money on advertisement in UK so that there is brand awareness and more people
can come to purchase in the store due to which share can be increased. Thus, all three companies
are planning to promote their business online because they know the trend and want to follow
that so that more audience can be captured.
Operating profit margin: Operating profit generally means the profit from the operation
of business before deduction of interest in taxes whatever is left over after that is termed as
operating profit. Primark operating profit has increased by 25% from last financial year it is
recorded as 426 million pounds. The fashion chain accounts for nearly 70% of all profits at
associated British foods which was amounted to 639 million pound. According to the George
Weston who is the CEO of company, Primary owed its excellent profit growth to further
development of the customer experience and outlet expense.
The operating profit of M&S has considerably reduced to 23.2 million pound for the last
three years which is from 2016 – 2019. The profit of the company has been 627.3 million pound
in 2016, 327.6 million pound in 2017 and in the last financial year it was 23.2 million pound as
mentioned above. Addition, the profit of M&S has reasonably gone down the main reason are
the competitors are doing well and there is increase in number of competitors in the market. If
we talk about the profit of NEXT there is a dip from last couple of years the profit has decreased
by 10%, it is hovering around 520 million pounds after tax. Overall if talk about NEXT industry
it is doing well in clothing and fashion business. It is continuously working on increasing the

operating profit margin in upcoming years. Therefore, if both companies is taken in to
consideration as an industry both are doing relatively well but if we talk about clothing business
Primary is progressing day by day (Yang and Gabrielsson, 2017). Further, in case of M&S the
company is experiencing a decline in clothing sector though food sector is given huge revenue to
the company.
Findings and discussion
From the above case the Primark company has got various findings which are mentioned
below:
 Company is doing well in clothing business and they want to continue it by providing
satisfaction to its clients.
 Operating profit of the Primark company has considerably increased by 25 % which is a
good sign.
 Lot of customers is not ready to visit the store again because of the services experience
they have faced, company need to look for some training program for their sales staff.
 It has been observed that youth of the country is the target market for clothing industry so
company need to focus on the target audience and try to get more out of them.
 Company has discussed about various ways to gather the attention of public under this
promotional activities has been practiced which is giving discount, vouchers and pride
membership to its clients.
 Company has discussed about the competitors that is the leading companies in the
clothing industry and discussed about ways of outperforming them by doing market share
as well as operating profit comparison (Al-Mamary and et. al., 2013).
Recommendations
 Primark company should focus to enter into online marketing as it will help them in
increasing market share all over the globe.
 Company should focus on increasing the number of outlets this expansion will help them
to do business all over the London and also internationally.
 The internal manger need to focus on making the outlets more customer friendly so that
customer can find it comfortable and they get more details about the products which will
help them to choose the appropriate purpose they want.

CONCLUSION
From the above report it has been determined that research is an essential part of the
business that helps in giving detail insights about the external environment based on which the
manager make desirable decisions. There are two type of research which includes primary and
secondary that helps in data collection. With the help of this company can make the decision of
expansion and simultaneously compare its growth with the competitors by that prevailing
company can figure out its existing position in current market and can figure out things need to
be done to overcome the competition. Thus, adequate methods like questionnaire need to be used
to deeply understand the interest of customer and carry out alterations accordingly.

REFERENCES
Books and Journal
He, W., Wang, F. K. and Akula, V., 2017. Managing extracted knowledge from big social media
data for business decision making. Journal of Knowledge Management.
Weygandt, J. J. and et. al., 2018. Managerial Accounting: Tools for Business Decision-making.
John Wiley & Sons.
Popovič, A. and et. al., 2012. Towards business intelligence systems success: Effects of maturity
and culture on analytical decision making. Decision Support Systems. 54(1). pp.729-739.
Waage, S., 2014. New business decision-making aids in an era of complexity, scrutiny, and
uncertainty: tools for identifying, assessing, and valuing ecosystem services. In Handbook on the
Economics of Ecosystem Services and Biodiversity. Edward Elgar Publishing.
Frey, D., Schulz-Hardt, S. and Stahlberg, D., 2013. Information seeking among individuals and
groups and possible consequences for decision-making in business and politics. Understanding
group behavior. 2. pp.211-225.
Yang, M. and Gabrielsson, P., 2017. Entrepreneurial marketing of international high-tech
business-to-business new ventures: A decision-making process perspective. Industrial Marketing
Management. 64. pp.147-160.
Al-Mamary, Y. H., and et. al., 2013. The impact of management information systems adoption in
managerial decision making: A review. Management Information Systems. 8(4). pp.010-017.
Online
M&S to lose its decades long status as the number one clothing retailer to Primark. 2018.
[Online]. Available through:<https://www.globaldata.com/ms-lose-decades-long-status-number-
one-clothing-retailer-primark/>
Primark - Statistics & Facts. 2019. [Online]. Available
through:<https://www.statista.com/topics/4684/primark/>
Share of clothing market held by NEXT plc. 2019. [Online]. Available
through:<https://www.statista.com/statistics/788025/next-clothing-market-share-united-
kingdom-uk/>