Sainsbury's Mobile Shopping Experience

The assignment provides an analysis of Sainsbury's mobile shopping experience, including the use of mobile applications, customer loyalty, and key trends in the retail industry. It also examines factors that influence customer shopping behavior and offers suggestions for improving the mobile application to enhance customer satisfaction. The assignment is relevant to students studying marketing, retail management, or related fields.

RESEARCH PROJECT:
PART 2

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
LO 2.................................................................................................................................................1
P3 Conduct primary and secondary research...............................................................................1
P4 Applying analytical tools to analyses findings.......................................................................4
LO 3.................................................................................................................................................8
P5 Communicate research outcome.............................................................................................8
DISCUSSION..............................................................................................................................8
LO 4...............................................................................................................................................10
P6 Reflective..............................................................................................................................10
P7 Alternative methodology......................................................................................................10
CONCLUSION..............................................................................................................................11
RECOMMENDATION.................................................................................................................11
REFERENCES..............................................................................................................................13
APPENDIX....................................................................................................................................14

INTRODUCTION
Mobile application in field of technology is computer program that is designed in such a
manner in which it is been able to run on mobile device like that of tablet, smartphone or even
watch. This is slightly different from those that are used in computer or desktop application as
they are not been able to run directly on mobile application o devices. This is also been used at
time when peoples are purchasing several products and they like to purchase them through online
buying. Both buying and selling is easy through invention and more use of these types of mobile
application or even desktop one. This will be allowing customers for a good and unique
experience aiming at complete satisfaction for them with introduction of variety of facilities. As
they could be having access of latest trends in fashion, home appliance or other products
anywhere (Yang, 2012). This online shopping will also be providing customers with chance and
opportunities in having knowledge about products and service that are trending. So from the
view of company it is most essential which is enabling them to get themselves more exposed to
market and having greater customer base as well.
LO 2
P3 Conduct primary and secondary research
Overview
In this current research project main aim will be laying down specified impact of mobile
application on the shopping experience of customer by analysing Sainsbury PLC. As it could be
included that company is been utilising mobile technology in providing better quality of service
to customers. It is worth noticing that many number of promotional campaigns are arranged by
Sainsbury PLC in indulging into mobile applications for company
Background of company
Sainsbury PLC was founded in 1869 which is now 2nd largest chain of supermarkets
within UK having about 16.9% share of whole supermarket sector within country. Company
present is handling about 1400+ stores in all over country and is having 3 major subsidiary
including Sainsbury bank, Agro and convenient stores as well. The owner of company is Qatar
investments with about 21.99% of shares and then taking decision of its merger with ASDA
forming Sainsbury largest supermarkets. In year 2016-2017 company introduced expanding of its
multi-channel strategy including click and collect points, online locations helping in serving their
customers and also increasing the geographical area of delivery (Yang and Kim, 2012). All of
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these steps were made according to their plan of expansion of market share and profits and in
order to satisfy customers.
Sainsbury is also operating through is internet or online shopping brand named
“Sainsbury’s Online”. With the help of which customer could be able to choose online groceries
via their phones and also providing gift card, vouchers and food tokens through this.
Research aim
“To assess the impact of mobile application on the shopping experience of customers: A
study on Sainsbury PLC”.
Research objective
 To identify the key trends which are associated with use of mobile application
 To evaluate the link between customer shopping and usage of mobile application
 To determine factors associated with consumer shopping behaviour
 To recommend ways that allows to improve mobile application development for better
shopping experience of customers within Sainsbury PLC.
Rational
Within this current era which is mostly including and promoting customers to use mobile
technology and helping them to improve their experience of shopping. So companies must be
engaging their expertise and qualified staff in regulating use or implementation of mobile
technologies or applications. This topic is essential for further research which is including impact
of mobile application while using shopping experience of customers study will be based on
Sainsbury PLC.
 What- subject will be based on study related to what effect mobile application is laying
on shopping experience of customers that of Sainsbury PLC.
 How- based on various tools, techniques and methods this study will be based on
following their conclusion and recommending part.
 Why- as the topic is very important to study focusing on technology related to mobile
application and how this is helping company to provide experience to customers with
help of their purchasing?
METHODOLOGY
Research philosophy
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Philosophy will be including use of belief which is revolving around use and
interpretation of data that how it should be gathered and analysed as well (Xu, Peak and
Prybutok, 2015). Researcher must be selecting correct and proper philosophy that is helping in
meeting up of expected and desired outcome or conclusion. So in this current study inductive
philosophy is used which is ensuring that results are been generated in proper sense. This will
also be assisting in way of explaining major elements of shopping experience and relation to it
with use of mobile application.
Research design
Design will be focusing on which type of structure to be followed and how this will be
helping in selecting topic and how results are generated in further terms (Eberhardt, 2017). There
are many types of research design which could be used helping researcher to finding out results
but in this research descriptive method will be used. This descriptive tool will be helping in
assisting in meeting standards and ensure that objectives framed for study are being
accomplished.
Data collection
With a specific end goal to have successful gathering of information, exhibit study will
be centred on essential and optional information accumulation. By having a compelling thought
of such qualities the social affair of information can be expert in wanted way. Also, one might
say that survey will be encircled based on destinations to help essential information
accumulation. Then again, access to differing sources like books, diaries, online sources will be
considered variables identified with optional information gathering (Dacko, 2017). Genuine and
dependable information will be accumulated with an assistance of optional and essential
information gathering. In this, it will be ensure that auxiliary sources got to are identified with
versatile application utilize and its effect on client shopping.
Sampling procedure
Keeping in mind the end goal to offer help to essential information the arbitrary
inspecting will be considered with the goal that destinations can be proficient. For powerful
accumulation of essential data the specialists has concentrated on Sainsbury store, London where
reactions will be assembled from 100 clients. By having a successful thought of such measures
the result can be refined in wanted way.
Data Analysis
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This is important part which would be taking about how data is interpreted and analysed
so that researchers are could be generating results and concluding with the collected data. By
having a reference of topical approach the information investigation will be considered. In this,
unique topics will be confined by the specialists based on survey outlined and destinations. It
permits to have noteworthy examination of information gathered and meet the result in wanted
way. Data analysis is having variety of tools and methods which are interpreting information like
that of qualitative and quantitative (Chang, 2015). But in this current research qualitative is used
which is done with making required themes of all questions and then making their interpretation.
P4 Applying analytical tools to analyses findings
RESULTS
Theme 1: Sainsbury is using mobile application on shopping experience for customers
Particular Participants
Yes 60
No 20
May be 20
Total 100
Figure 1: Sainsbury is using mobile application on shopping experience for customers
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Theme 2: Sainsury’s online is providing Home delivery most
Particular Participants
Home Delivery 55
Wallet option 15
Feedback from customers 15
Easy return 15
Total 100
Figure 2: Sainsury’s online is providing Home delivery most
Theme 3: Location base service is the key trend that is linked to use of mobile application
Particular Participants
Location base service 45
User experience 20
Mobile convenience 35
Total 100
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Figure 3: Location base service is the key trend that is linked to use of mobile application
Theme 4: Mobile application is enhancing shopping experience of customers
Particular Participants
Yes 50
No 30
May be 20
Total 100
Figure 4: Mobile application is enhancing shopping experience of customers
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Theme 5: Lifestyle of customer is the main factor related to shopping behaviour customer
Particular Participants
Age 20
Personality 25
Lifestyle 40
Occupation 15
Total 100
Figure 5: Lifestyle of customer is the main factor related to shopping behaviour customer
Theme 6: Mobile application could be improving experience of customer shopping
Particular Participants
Pre selection of goods and service offered to
them
30
Providing physical shape for people 20
Giving information and sales advice to
customer
30
Stocking shelves with good for people to buy 20
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Total 100
Figure 6: Mobile application could be improving experience of customer shopping
LO 3
P5 Communicate research outcome
DISCUSSION
Theme 1: Sainsbury is using mobile application on shopping experience for customers
Interpretation:
There were about 100 participants who all participated into survey stating some answers
to specified question so like that of Sainsbury is using mobile application on shopping
experience for customers or not. So 60 among 100 of respondents said that they think company
is truly using mobile application that is helping in experience of customers. While 20 of them
included that company is not been using this mobile technology at time when customers are
shopping. 20 of them were not equally sure that Sainsbury is actually using mobile application or
not.
Theme 2: Sainsbury’s online is providing Home delivery most
Interpretation:
Customers or respondents were asked that what feature Sainsbury’s online application is
provided to them or what not. So majority of participants that is 55 of them included that home
delivery is the best feature which Sainsbury’s online app is using which is helping them to
provide door to door step delivery of their products whichever customers are ordering. While 15
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of them said that wallet option is also been used, 15 of them included use of feedback from
customers and easy return is also one of the feature as said by 15 customers.
Theme 3: Location base service is the key trend that is linked to use of mobile application
Interpretation:
It was also included to judge that which type of trend is key or major that is linked to use
of mobile application. 45 out of 100 participants said that location base service is key trend used
in application while 20 of them said that user experience is the trend which is seen in retailing
industry and its use of mobile application. Whereas 35 of them also said that mobile convenience
could be the trend in retail industry.
Theme 4: Mobile application is enhancing shopping experience of customers
Interpretation:
Only using mobile application would not be enough but it is required that shopping
experience of customers are getting better and enhancing with its use. So majority of participants
which is about 50 of them agreed with the point that use of mobile application is enhancing
shopping experience of customers. While 30 of them said that they did not agree or think that
mobile application is improving shopping experience of customers. Whereas 20 of them were
having no specified idea about whether mobile application is been enlightening experience of
customer or not.
Theme 5: Lifestyle of customer is the main factor related to shopping behaviour customer
Interpretation:
Shopping behaviour is the most influential factor which is impacting buying decision of
customer which is having factors like that of age, lifestyle, occupation, personality, gender and
many more. So out of 100 majority which is about 40 of them included that lifestyle is that prime
factor or element influencing shopping behaviour of customer. While 20 of them said that age is
that factor which is regulating shopping behaviour and 25 of them stated personality as that one
factor. While rest of them which is about 15 said that occupation is influencing behaviour of
customer at time of shopping.
Theme 6: Mobile application could be improving experience of customer shopping
Interpretation:
Now it is required to ask that how mobile application could be helpful in improving
experience of customer at time of shopping. So 30 of them included that if company is giving
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them chance of pre selection that goods and services which are been offered to them. Some of
them that are about 20 respondents included that it would be helping in providing physical shape
for people. 30 participants also included that giving information and sales advice to customers
will getting better experience of shopping. Rest about 20 of them also included that stocking up
of shelves with good for people to buy will be helping company to improve experience of
customer while shopping.
LO 4
P6 Reflective
I undertook research on topic of assess the impact of mobile application on the shopping
experience of customers with focusing on Sainsbury Plc. Company. From this particular research
I came to know many things like there are various types of methods used for analysing and
interpreting results based on questionnaire that is to be used. I have used different sources of data
collection like that of primary and secondary one which are helping me to analysis the concept of
mobile application and what is its impact on shopping experience of customers. There are certain
things that came into my knowledge for the first time like tools for interpretation of data and they
helped me in discussion part. I came to know that mobile technology is mostly used within
company like that of Sainsbury location based services. It is important for company that they are
been using best form of technology at time of shopping experience of customers.
It was easy to gather data and information related to the topic as there are many journals
and articles which are been included within this research. In order to carry out research and then
having proper conclusions it is required that I’m making use of correct tools and techniques of
methodology. Now I’m having wider knowledge about research project like what all
methodology is to be used, how they will be impacting results that are taken out.
P7 Alternative methodology
Within this current research which is based on assess the impact of mobile application on
the shopping experience of customers with focusing on Sainsbury Plc. company there are various
methods that are used. Like qualitative analysis is helping us to conduct whole research while
researchers could also use quantitative analysis tools. There are methods and sources of data
collection that are been used in form of questionnaire but other than this interview could also be
used. Research philosophy could also be changed to positivism which is helping to analyse
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factual data collected. Within this convenient sampling method could also be employed as the
participation of participants could be used.
CONCLUSION
From the whole research project which was including discussion about what is the
behaviour of customer during their shopping experience. The major factor which was regulated
within this study was based on certain factors like that of mobile application, its impact at time of
shopping experience. Other than these Sainsbury’s PLC will be main focus as it is including
various types of promotional campaigns like that of arranging mobile application of company
(Creswell, 2013). In this whole research impact of mobile shopping will be more linked up to
key trends like that of related to behaviour of customer. From the above study, it is being
expected that key standards of research work will be well maintained in regard to have proper
outcome. It has been noticed that experts are focused towards ethical values of research so they
have also considered methodology as critical learning. One of key expected outcome of the study
is to have understanding about the mobile application. It has been noticed that by having an
effective consideration of mobile application use the issues can be resolved in desired manner. In
addition to this, it can be said that present study will also provide learning about different trends
which are being referred by management of Sainsbury to improve the shopping experience of
customers. By having an effective consideration of such values the issues can be resolved so that
goals and objectives can be taken into account.
Other than this, it is also being expected from the present report that link between
customer shopping and usage of mobile application can also be identified in significant manner.
By having an appropriate consideration of such measures business can easily understand the
factor that promotes mobile shopping. With an assistance of this, key standards in terms of
online shopping the overall valuation can be taken into account. It will assist Sainsbury to have
improvement in its process and ensure to meet the standards.
RECOMMENDATION
Apart from the conclusion which is been made in above section there are also some
important recommendations that are made. These suggestions will be helpful for company like
that of Sainsbury PLC that they could be improving their use of technological advancements
including mobile application within their working.
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Mobile application- this is main essence which must considered by Sainsbury as at present they
are using their online application but not much features are been used by company. There is need
that they are enabling more and more customized features and elements so that customer are
feeling satisfied and happy which is must and important to be included. It was noted that if
Sainsbury is using mobile application but not in proper way then it would not be useful for them
in way if latest technology is not been implemented.
Post shopping experience- it is importantly noted that post shopping experience of customer and
their suggestions are necessary for firm to take so that they could be making required changes.
Customer’s feedback is most important for Sainsbury so that improvement is taken place in
proper manner. This is easily done when they are having their online presence and customer
making purchase with which they are also posting their experience and suggestions and then
company is implementing those changes.
Advancements in shopping- this is also required to be included which will be leading to take
chance of making latest technological advancements within shopping. All sort of innovations
which are taking place in retailing industry like that of location base service, user experience and
mobile convenience should be implemented by firm.
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REFERENCES
Books and Journals:
Chang, C.C., 2015. Exploring mobile application customer loyalty: The moderating effect of use
contexts. Telecommunications Policy. 39(8). pp.678-690.
Creswell, J. W., 2013. Qualitative, Quantitative, and Mixed Methods Approaches. 4th ed. SAGE
Publications, Inc.
Dacko, S.G., 2017. Enabling smart retail settings via mobile augmented reality shopping
apps. Technological Forecasting and Social Change. 124. pp.243-256.
Eberhardt, T., 2017. Acceptance of Smartphone‐Based Mobile Shopping: Mobile Benefits,
Customer Characteristics, Perceived Risks, and the Impact of Application
Context. Psychology & Marketing. 34(2). pp.175-194.
Xu, C., Peak, D. and Prybutok, V., 2015. A customer value, satisfaction, and loyalty perspective
of mobile application recommendations. Decision Support Systems. 79. pp.171-183.
Yang, K. and Kim, H.Y., 2012. Mobile shopping motivation: an application of multiple
discriminant analysis. International Journal of Retail & Distribution Management. 40(10).
pp.778-789.
Yang, K., 2012. Consumer technology traits in determining mobile shopping adoption: An
application of the extended theory of planned behavior. Journal of Retailing and Consumer
Services. 19(5). pp.484-491.
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APPENDIX
Questionnaire
Name: ____________
Age: ____________
Gender: ______________
Q1. Is Sainsbury using mobile application on shopping experience for customers?
 Yes
 No
 Not sure
Q2. What features is Sainsbury’s online is providing?
 Home delivery
 Wallet option
 Feedback from customers
 Easy return
Q3. What are the key trends that is linked to use of mobile application
 Location base service
 User experience
 Mobile convenience
Q4. Is with use of mobile application shopping experience of customer could be enhanced.
 Yes
 No
 Not sure
Q5. What are factors which would be related to shopping behaviour of customer?
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 Age
 Personality
 Lifestyle
 Occupation
Q6. How mobile application could is improved for better experience of customer shopping?
 Pre- selection of goods and service offered to them
 Providing physical space for people
 Giving information and sales advice to customers
 Stocking shelves with goods for people to buy
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