MARKETING RESEARCH.

Running head: MARKETING RESEARCH
Marketing Research
Name of the student
Name of the university
Author note

MARKETING RESEARCH1
Table of Contents
1.0 Introduction..........................................................................................................................2
1.1 Industry Background............................................................................................................2
1.2 Organisation’s Background..................................................................................................2
1.3 Research Purpose.................................................................................................................3
1.4 Research Question................................................................................................................3
1.5 Hypothesis............................................................................................................................3
2.0 Research approach and design.............................................................................................4
3.0 Data collection.....................................................................................................................5
4.0 Sampling technique..............................................................................................................5
5.0 Project timeline and indicative cost.....................................................................................6
6.0 Managing sampling error.....................................................................................................7
7.0 Research instrument design..................................................................................................7
8.0 Pretesting..............................................................................................................................9
9.0 Final questionnaire.............................................................................................................11
References................................................................................................................................14

MARKETING RESEARCH2
1.0 Introduction
In New Zealand, one of the most popular supermarket retail chain is PAK’nSAVE.
They have been in the industry for more than 30 years and have a wide base of loyal
consumers. Recently, the company has faced several challenges that have impacted its
growing popularity. The most challenging issue has been the overcharging accusations of the
consumers as well as advertisement malpractices (Shaw, 2016). There also has been
accusations by the customers that the stores lacked proper ventilation that contributed to bad
smelling interiors as well as complaints regarding quality of their sold products ("Foodstuffs
Investigates 'Gross' Green Chicken Allegedly Found At Pak 'N Save"., 2019). The purpose of
this research is to dive deeper into these problems and provide constructive solutions that
would mitigate these problems in future.
1.1 Industry Background
Supermarket Retail industry of New Zealand is a growing industry. It has shown
about 5% growth in the last five years. Retail business in New Zealand is a large scale
employer. More than 10% of the workforce in the country are engaged in the Retail industry
(An Overview Of The New Zealand Retail Market dynamic Retail 2018: An Overview Of The
New Zealand Retail Market dynamic, 2019). Due to the growth of population and income
growth in New Zealand, the demand for supermarkets have increased. They supermarket
retail industry has established their presence in online stores, facilitating easy buying and
payment options for the consumers. There are many similar organizations like, Coles,
Macy’s, Countdown and PAK’nSAVE, thus making this industry highly competitive. The
supermarkets attract consumers through discounted prices and offers. They also ensure to
maintain the quality as well as variety of their product.
1.2 Organisation’s Background
PAK’nSAVE is a Supermarket chain based on New Zealand. They specialize in food
warehousing. They provide the consumers with fresh, farm growth agricultural produces,
fish, meat, dairy items and packaged food at a discounted price. The company is owned by
Foodstuffs cooperative and is one of the most preferred food store in the country, having
more than 50 stores all over New Zealand. The company is a private subsidiary and its
headquarters is located at Wellington, New Zealand. There are more than 1000 employees
across all the stores (Home". (2019). Most of the stores have self-checkout counters

MARKETING RESEARCH3
supervised by single employee. The main job comprises of loading and unloading of the
materials, categorize them, check their quality and shelf them properly. There are higher
managers who manage the supply of the produces coordinate logistics.
1.3 Research Purpose
In light of the context of the issue identified, the evaluation of the current practices
and the quality of the food offered is required. The purpose of the research is to examine the
perception of the consumers towards the quality of the food products offered by the company
and whether similar incidents have been noticed before or any other store of the company.
Moreover, consumers have accused the company of not maintaining a proper layout and lack
of proper ventilation along with the negligence in upholding the quality of the products sold.
The results will bring awareness among the managers within organisations so that they can
make changes to store policies. This requires extensive evaluation of all the stores in the
country and 50 stores have to be evaluated to understand the ambience, ventilation and
quality of stored food within the store premises.
1.4 Research Question
It is necessary to understand the key objectives of the investigation for developing
effective research question. As per the research context, the objectives of the research are as
follows:
 To examine the perception of the consumers in New Zealand regarding the quality of
store layout , ambience and product quality
 To recommend suitable strategies for addressing the research problem
Research question
What is the perception of the consumers in New Zealand regarding the quality of store layout,
ambience and product quality in PAK’nSAVE?
1.5 Hypothesis
H01: There is no significant impact of store ambience and quality on the repeat purchase of
the consumers
H11: There is significant impact of store ambience and quality on the repeat purchase of the
consumers