Customer Satisfaction and Marketing Strategy Analysis

This assignment involves analyzing the impact of service staff's verbalized hospitality on customers' additional purchases and tipping behavior. It requires reviewing various studies and research papers to understand how different marketing strategies can influence customer satisfaction and purchasing decisions. The assignment aims to provide a comprehensive analysis of the subject, including the significance of customer relations, tipping practices, and gender for preventing musculoskeletal disorders in food service work activities.

RESEARCH
PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
1.1 Background of the research area......................................................................................1
1.2 Research Aim and Objectives..........................................................................................2
Aim.........................................................................................................................................2
Objectives...............................................................................................................................2
1.3 Literature review..............................................................................................................2
1.4 Research methodology.....................................................................................................5
1.5 Time scale of the research activities ................................................................................6
TASK 2............................................................................................................................................6
2.2 Matching of resources efficiently to research question and hypothesis...........................6
2.2 Undertaking of proposal research investigation as per agreed specification and procedure.
................................................................................................................................................8
2.3 Record and collect relevant data. ...................................................................................10
TASK 3 .........................................................................................................................................13
3.1 Using of appropriate research and evaluation techniques..............................................13
3.1 Interpret and analyse the result in terms to their specification.......................................13
Interpretation..................................................................................................................................15
3.3 Define Recommendation and justify areas for further recommendation. .....................23
REFERENCES..............................................................................................................................25

INTRODUCTION
Customer's behaviour plays very important part when the association is showcasing their
items and services. It is being realized that when the is creating merchandise and enterprises for
clients, they discover needs and needs of clients which is being influenced by their perception
and behaviour. This is why behaviour of customer have incredible effect on various techniques
of advertising items and services. Report will cover the short framework about the project with
that point and distinctive goals have been encircled which is identifying with advertising
exercises influenced by clients' behaviour (Fan and Wang, 2017). Other than that the report will
cover the literature review where diverse topics have been made to gather the optional data about
subject.
TASK 1
1.1 Background of the research area
Behaviour of the customer is the investigation of individual, gathering and association
and those exercises and activity of client which is connected with the buy, utilize and transfer of
products and services. Other than that it additionally comprise investigation of clients reaction
towards firm or their items and administrations which is influenced by the passionate, mental
and behavioural parts of the clients (Moura e Sá and Amorim, 2017). Behaviour of the customer
is a between disciplinary sociology that mixes components from psychology, sociology, social
anthropology, ethnography, marketing and economics, especially behavioural economics.
Other than that it additionally evaluation of customer attitude, feelings and inclinations
which have extraordinary impact over the purchasing conduct of clients. When it is worried
about the client behaviour, at that point it is being connected with buying behaviour of the clients
which begin from pre-buy exercises and end with post-buy assessment, utilization and disposal
exercises. With regards to advertising, it is extremely critical for the advertiser to comprehend
distinctive purchasing behaviour of clients so he or she can showcase their item in viable and
effective way (Ihtiyar, 2018). At the point when the firm is advertising their items, they have to
find that what clients are expecting, what are the distinctive methods for advancing, for example,
giving discounts, voucher coupons, and so forth which causes them to pull in and hold clients,
ways of advertisement by which mindfulness can be produced and so forth.
1

There are a few factors that have extraordinary effect over the client behaviour, for
example, their mental, individual, social and so forth. Other than that, there are a few different
variables that are incorporated into showcasing, for example, items, value, put, advancement,
bundling, situating and so forth (Khan and Datrika, 2018). With regards to the individual
components of the clients, it comprises age, training, sex, salary and so on with that mental
incorporates observation, inspiration, convictions of the clients, with that circumstance
incorporates time to buy the items, social encompassing and so on. Social variables comprise
societal position, family, reference gatherings and social comprise client's religion, social class,
rank, sub class and so forth.
1.2 Research Aim and Objectives
Aim
The key aim of scholar is “To evaluate the influence of behaviour of customers on
marketing operations of the organisation: A case study on Sainsbury PLC”
Objectives
 To investigate the concept of behaviour of customers and different factors that have great
impact over the customer's behaviour.
 To analyse the concept of marketing and different components of marketing
 To evaluate the influence of behaviour or customer on marketing and promoting the
products and services of Sainsbury PLC.
1.3 Literature review
Concept of behaviour of customers and marketing of products and services
According to the view of Richards, (2017) Customer's behaviour is one of the significant
part of the venture. It serves several benefits to the venture such as helps them to understand the
needs and wants of the customers, their buying behaviour, their perception and attitude. Other
than that it also helps the organisation to attract and retain customers by serving them what they
need and want. When the firm is able to understand the customers, they can influence their
buying behaviour and decision and this will help them to execute the marketing strategies
effectively and efficiently. It is broadly categorised in actions and decisions made by customers
relating to purchase, use and dispose of products and services of venture.
2

In the contradicting view of Ivkov and Blešić, (2017) clients behaviour is branch which
manages diverse stages from which the clients goes before purchasing any items and services.
There are a few factors that can influence clients to purchase items and sevices of administrator,
for example, their need, economic well-being, wages, spending plan, taste, inclinations and so
forth. Clients have distinctive behaviour pattern for the items and services which is affected by
their own, social, mental and so on. factors, for example, pay, age, sex, social class, family and
so forth.
As per the perspective of Dutta and Bhat, (2018) marketing is the procedure by which
association draw in, examine and hold clients with the assistance of various methodologies
keeping in mind the end goal to offer their items and administrations. Promoting assumes
exceptionally huge part drawing in individuals towards the firm so clients can buy their items
and services. Other than that it is likewise a route by which firm can execute the distinctive
methodologies by which they can make loyal clients who can buy their item consistently.
Essential work of advertiser is to create mindfulness about the brand and their items and
services. At the point when the clients end up noticeably mindful about the organization, they
will examine the firm when they are dissecting the distinctive other option to satisfy their
necessities and needs.
In the negating perspective of Finoti and Martins, (2017) advertising is the task of firm
which is utilized to pull in, hold and fulfil the clients wants. It is one of the huge branch of the
company which manages the making, imparting, conveying, and trading offerings that have an
incentive for clients, customers, accomplices, and society on the loose. There are a few factors
that are incorporated into the promoting by which firm can draw in and hold the clients that are
item, value, place and advancement. In the event, these systems are actualized legitimately, at
that point firm can advertise their items and service adequately and proficiently.
Different factors of customer's behaviour
According to the view of Amron and Mahmud, (2017) There are a few factors that have
extraordinary effect over the client's behaviour when they are purchasing the items and services
of the firm. With regards to the social components of the customers, it comprises culture, sub-
culture, social class. Culture incorporates diverse arrangement of qualities and belief systems of
the group or the gathering from which the individual has a place. In straightforward words one
3

might say that culture are the estimations of the individual. Values are the one which are being
gained from their family members and parents. With regards to the sub-culture of the individual,
it comprises their religion, nationalities, geographic areas and reasonable gatherings and so forth
then again social class is additionally one the imperative elements which advertisers, this is on
the grounds that purchasing conduct of the individual is given by the social class as well.
In the negating perspective of Pitt and Vella, (2017) Social factors additionally assumes
extremely huge part and it is likewise one the elements which have extraordinary impact over the
purchasing conduct of the clients. The variables that comprise under the reference gathering,
family, parts and status. Reference aggregate are the individual to whom the individual refereed
identified with the convictions, conduct and sentiments. The individual can have diverse
reference gatherings, for example, family, collaborators, companions and so on. With regards to
the family, it likewise has incredible effect over the purchasing conduct of the clients. This is on
the grounds that, these are the general population to whom individual is connected from his or
her introduction to the world.
As indicated by the perspective of Becker and Brettel, (2018) Personal variables are
additionally one of the critical part of the client behaviour which comprise age and way of life,
occupation, financial circumstance, way of life, identity and so on. At the point when the client
is adolescent, at that point will buy those items which serves him or her inspiration, youth way
of life and so on then again, when the client is seniority, at that point he or she will purchase the
items which serve them alleviation.
Different components of marketing and different forms of buying behaviour
As indicated by the perspective of Charter, (2017) it is being realized that each individual
carry on in various way. One of the method for their purchasing conduct is routine response
behaviour. This is where the clients don't have high association. This is on account of the items
don't have the high risk and have the minimal effort of the items. With that clients are
additionally families with the items since they consistently purchase the items.
In the negating perspective of Kim and Shin, (2017) limited decision making is
additionally one of the method for acting by the clients. Here association level is particularly
high, this is on the grounds that clients don't often times purchase the items and administrations.
Risk level is additionally high and the cost of the items are likewise high. This is the reason
clients locate the diverse option and assess them properly.
4

Influence of customer's behaviour on marketing on the marketing and promotion of
products and services
According to the perspective of Li, (2018) client's behaviour assumes extremely huge
part in promoting the items and administrations by the association. At the point when the firm is
advertising its items and services or brand, they have to find that what the clients are anticipating
from them and what will be the powerful showcasing methodologies in advancing the items and
administrations.
In the negating perspective of Jackson, (2017) there are diverse marketing systems which
can be utilized by the venture, however first they have to find that who are their objective clients,
what are their needs, purchasing patters, needs, inclinations, taste, activity and so forth when the
clients are expecting that firm ought to give a few rebates on their items and after that lone they
will go to get it. At that point the association should serve the rebates with the goal that they can
draw in and hold extensive clients and upgrade their business esteem.
1.4 Research methodology
It is one of important chapter which scholar need to make so that data can be collected
and analysed in order to collect the appropriate outcomes. There are many methods that are
included in the research methodology, that are research philosophy, approach, strategy, data
collection, analysis, sampling etc. In the research project, key aim of the investigator is to
analyse the impact of consumer behaviour on marketing operations of the venture. Scholar have
selected qualitative research strategy so that he or she can attain aim and objectives of the
investigation (Srijumpa, 2017). With than scholar is going to include inductive research
approaches, where different patterns and trends have been followed in to gather the information.
Other than that researcher have selected interpritivism philosophy where single fact can be
reflected by the several facts (Dutta and Bhat, 2017). When it comes to research design,
researcher have selected exploratory research design. It is flexible and scholar can mould the
investigation study anytime. Other than that primary data have been collected by the investigator
with the help of survey. Sampling is being done by simple random sampling, where researcher
have selected 4 marketing managers of the Sainsbury. As the researcher have selected
5

qualitative research strategy, then he need to analyse the data with the help of thematic data
analysis (Finoti and Martins, 2017).
1.5 Time scale of the research activities
Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Formulation of research proposal
Preparing aim and objectives
Writing background research study
Assortment of suitable research
methodologies
Data collection by using primary and
secondary sources
Examination of the collected data
Interpretation of collected
information to generate expected
results
Conclusion and recommendations
Submission of draft report
Modifications as per the feedback
comments
Final Submission
TASK 2
2.2 Matching of resources efficiently to research question and hypothesis.
QUESTIONNAIRE
6

Q.1 Do you think Sainsbury's operational activities are helpful to satisfy customers.
 Yes
 No
 May be
Q.2 Is marketing tactics of firm will influence the purchasing power of customers.
 Yes
 No
 May be
Q.3 What kind of Mediums firms need to prefer to aware about products.
 social media
 Television communication
 Promotional activities
Q. 4 Is social media marketing is helpful to attract the customers.
 Yes
 No
 May be
Q.5 Is Sainsbury's is using the innovative features in services to customer.
 Yes
 No
 May be
Q.6 Do you believe online marketing tactic of Sainsbury's helps to enhancing firms profitability.
 Yes
 No
 May be
7

Q.6 What kind of activities will be helpful to influence the behaviour of customers.
 Quality
 Cost
 customer services
Q.7 Do you think Sainsbury's listens to customer queries.
 Yes
 No
 May be
Q.8 Do you think customer satisfaction can be enhanced with the use of technologies.
 Yes
 No
 May be
Q.9 Do you think Saisbury's need to provide discount facilities to attract customers.
 Yes
 No
 May be
Q.10 Would you advise the management of Sainsbury's to bring technological advancement in
operational activities of firms.
 Yes
 No
 May be
8

2.2 Undertaking of proposal research investigation as per agreed specification and procedure.
In this part, the Researcher will take the various initiatives in order to develop the theory
which he or she picks in the investigation suggestion rapidly. The research systems are defined
in following manner as are-
Research Philosophy: The fundamental region in Saunders Research Onion is investigated
rationale perceptions. Research soundness is the conviction or the way by which the data is been
assembled, separate and translates. There are four sorts of research rationalities. In the present
examination, the analyst used interpretivism investigate hypothesis. Interpretivism ask about
hypothesis helps in accomplishing the point and focus of the investigation..
Research Design: Research arrangement are the plans through which the Researcher could
answer the examination question. In the present examination, the expert has used the
unmistakable research design (Dutta and Bhat, 2017). This enables the examiner to value the
theme and over the long haul, the analyst has had the ability to answer the examination question.
Research Strategy: It is the game plan through which the scientist will tackle the whole
research wander and explore the assembled data gainfully. There are two sorts of research
philosophy which are subjective and quantitative research examine. In the present examination,
the examiner has used both the subjective and quantitative research focus to dismember both the
basic and assistant assembled data.
Research Approach: Research approach is used to test the suppositions and importance of
hypothesis of the examination. In the present examination, the examiner has used deductive
research way to deal with test the authenticity of assumptions.
Data Collection: Data aggregation is the route toward party and assembling the data by using
distinctive procedures and approach. Indeed mindedly there are two ways or wellsprings of
amassing of data which are fundamental and discretionary sources. The fundamental data has
been assembled by using study methodology (Fan and Wang, 2017). The overview has been
given to the workers of Sansbury's remembering the true objective to get there reviews about the
impact of Technology. The discretionary data has been accumulated by exploring related books
and articles. Thusly, the researcher could accomplish the set point and goals of the examination
adequately.
9

Sampling- Sampling is the path toward taking minimal proportionate of data from the enormous
pool of information. It is especially central process as separating whole data isn't doable for the
analyst. For this circumstance trial of 4 representatives as marketing manager has been taken
remembering the true objective to analyze the assembled data. It has been done by using direct
unpredictable looking at technique.
Data Analysis: In this technique, the expert separate and translates the accumulated data. The
data examination has been done by using topical examination, in which particular subjects has
been prepared and with the help of table and figures, the explanation has been showed up in the
proficient way (htiyar, 2018).
Moral Consideration: In the investigation, it is basic and fundamental for the researcher to
consider the essentialness of ethics. In the present examination, the expert has taken after the
ethical codes and prompts finish the investigation. The individuals from the investigation has
been instructed about the perspective of the examination. Full consent has been obtained from
the individuals.
Research Limitations: Researcher faced certain controls that additions both the time and
endeavors. While figuring point and objectives of the examination, expert went up against issue
and need to detail correct point and goals (Finoti and Martins, 2017). In data gathering and
examination process, the Researcher stood up to issues as there were various methods available
for researcher to pick. He or she got confounded about the system which will be correct for the
exploration.
2.3 Record and collect relevant data.
Theme 1: Sainsbury's operation activities are helpful to satisfies customers.
Q.1 Do you think Sainsbury's operational
activities are helpful to satisfy customers. Frequency %
Yes 2 50.00%
No 1 25.00%
May be 1 25.00%
Total 4 100.00%
10

Theme 2: Marketing Tactics of business enterprise will influence the purchasing power of
customers.
Q.2 Is marketing tactics of firm will influence
the purchasing power of customers. Frequency %
Yes 2 50.00%
No 1 25.00%
May be 1 25.00%
Total 4 100.00%
Theme 3: Social media is helpful to aware customers about the products.
Q.3 What kind of Mediums firms need to prefer
to aware about products. Frequency %
social media 2 50
Television communication 1 25.00%
Promotional activities 1 25.00%
Total 4 100.00%
Theme 4: Social media marketing in order to attract the customers.
Q. 4 Is social media marketing is helpful to
attract the customers. Frequency %
Yes 2 50.00%
No 1 25.00%
May be 1 25.00%
Total 4 100.00%
Theme 5: innovative feature will be helpful to satisfy the customer's of Sainsbury's.
Q.5 Is Sainsbury's is using the innovative
features in services to customer. Frequency %
Yes 2 50.00%
11

No 1 25.00%
May be 1 25.00%
Total 4 100.00%
Theme 6: Online marketing tactic will lead to have enhancement in profitability.
Q.6 Do you believe online marketing tactic of
Sainsbury's helps to enhancing firms
profitability. Frequency %
Yes 2 50.00%
No 1 25.00%
May be 1 25.00%
Total 4 100.00%
Theme 7: Quality of products will be helpful to influence the behaviour of customers.
Q.7 What kind of activities will be helpful to
influence the behaviour of customers. Frequency %
Quality 2 50.00%
Cost 1 25.00%
customer services 1 25.00%
Total 4 100.00%
Theme 8: Most of the respondents think that sainsbury's listen to customer queries.
Q.8 Do you think Sainsbury's listens to
customer queries. Frequency %
Yes 2 50.00%
No 1 25.00%
May be 1 25.00%
Total 4 100.00%
12

Theme 9: Technological advancement will lead to enhance satisfaction of customer.
Q.9 Do you think customer satisfaction can be
enhanced with the use of technologies. Frequency %
Yes 2 50.00%
No 1 25.00%
May be 1 25.00%
Total 4 100.00%
Theme 10: Discount facilities will attract the customer in larger manner.
Q.9 Do you think Saisbury's need to provide
discount facilities to attract customers. Frequency %
Yes 2 50.00%
No 1 25.00%
May be 1 25.00%
Total 4 100.00%
Theme 11: Technological advancement will be helpful to improve operational efficiencies.
Q.10 Would you advise the management of
Sainsbury's to bring technological advancement
in operational activities of firms. Frequency %
Yes 2 50.00%
No 1 25.00%
May be 1 25.00%
Total 4 100.00%
13

TASK 3
3.1 Using of appropriate research and evaluation techniques.
Appropriate research evaluation technique- There are many research techniques which can be
used by the investigator such as qualitative and quantitative. These both techniques are effective
enough in order to carry out research in an effective manner. The use of the quantitative
technique is done at the time when investigator focus on analysing information on numerical
base. On the other side in qualitative technique is use for evaluating the information when non -
numeric form is required to be consider. For the present research qualitative technique is
undertaken by the scholar for evaluation the collected information. Under this various themes
and charts are prepared on the basis of results and interpretation is done. Benefit of qualitative
data collection method is that in this researcher can goes closer enough study subjects to observe
and to understand people really what they say and provide knowledge regarding the selected
topic. Along with this, in qualitative data preliminary analysis is an inherent part of data
collection.
3.1 Interpret and analyse the result in terms to their specification.
Theme 1: Sainsbury's operation activities are helpful to satisfies customers.
Q.1 Do you think Sainsbury's operational
activities are helpful to satisfy customers. Frequency %
Yes 2 50.00%
No 1 25.00%
May be 1 25.00%
Total 4 100.00%
14

Interpretation- Based on the above diagram it can be concluded that operational activities of
Sainsbury are helpful in order to satisfy the customers so that firm can able to manage its
profitability and productivity. Most of the respondents thinks that operational activities of
sainsbury's helpful to satisfy the customers. It is need to be done so that profitability graph of
enterprise can be enhanced. 1 out of 4 respondent do not think on the same, and remaining 1 is
not sure about it. Hence, it can be said that Sainsbury's plc needs to take various initiatives to
improvise the operation function of enterprise.
Theme 2: Marketing Tactics of business enterprise will influence the purchasing power of
customers.
Q.2 Is marketing tactics of firm will influence
the purchasing power of customers. Frequency %
Yes 2 50.00%
No 1 25.00%
May be 1 25.00%
Total 4 100.00%
15
Yes No May be
0
0.5
1
1.5
2
2.5
2
1 1 Frequency

Interpretation
Based on the above graph it can be concluded that marketing tactics is helpful to
influence the customers in order to purchase the product and services. It is based on plan of
actions, the enterprise need to perform its activities in well planned manner. The good strategy
will be helpful to maintain brand image of enterprise. Most of the respondents agreed that
marketing tactics need to be effective so that it can influence the purchasing power of customers.
In this, 1 out of 4 do not agreed about it and remaining 1 is not sure about the same. Hence, it
can be said that marketing tactics will be helpful to influenced the customer so that he can able
to purchase good and services in market.
Theme 3: Social media is helpful to aware customers about the products.
Q.3 What kind of Mediums firms need to prefer
to aware about products. Frequency %
social media 2 50.00%
Television communication 1 25.00%
Promotional activities 1 25.00%
16
Yes
No
May be
0 0.5 1 1.5 2 2.5
2
1
1
Frequency

Total 4 100.00%
Interpretation
Based on the above diagram it can be concluded that social media activities are helpful to
attract the large number of customer's in market. In this it can be said that the most of the
customer are based on the activities of online marketing. In this 2 out of 4 marketing managers
of Sainsbury's sure that social media activities are helpful in order to enhance firms profitability
by aware the customer's about product and services. 1 out of 4 is agreed with the use of
Television communications and remaining 1 is agreed with promotional activities. Hence, it can
be said that social media activities are helpful in order to attract the customer's.
Theme 4: Social media marketing in order to attract the customers.
Q. 4 Is social media marketing is helpful to
attract the customers. Frequency %
Yes 2 50.00%
No 1 25.00%
May be 1 25.00%
Total 4 100.00%
17
2
1
1
social media
Television communication
Promotional activities

Interpretation
Based on the above diagram it can be concluded that social media marketing activities
are helpful in order to attract the customer's. It can capture the wide range of customers in
market. In this 2 out of 4 think that social media marketing is helpful to attract the customers. In
this 1 out of 4 do not get agreed with same and remaining 1 is not sure about it. Thus, it can be
said that social media marketing is helpful to attract the customers so productivity and
profitability of firm can be enhanced.
Theme 5: innovative feature will be helpful to satisfy the customer's of Sainsbury's.
Q.5 Is Sainsbury's is using the innovative
features in services to customer. Frequency %
Yes 2 50.00%
No 1 25.00%
May be 1 25.00%
Total 4 100.00%
18
Yes No May be
0
0.5
1
1.5
2
2.5
2
1 1 Frequency

Interpretation
Based on the above report it can be concluded that innovation is the term which is helpful
to satisfy the customer's in market. The innovative services to the customer can be attractive
source to customers. In this it can be seen that 2 out of 4 respondent are agreed with the term of
innovative services, 1 out 4 do not agree with same and remaining 1 is not sure about the same.
Hence, it can be said that innovation is the which is helpful to attract the large number of
customer run the market.
Theme 6: Online marketing tactic will lead to have enhancement in profitability.
Q.6 Do you believe online marketing tactic of
Sainsbury's helps to enhancing firms
profitability. Frequency %
Yes 2 50.00%
No 1 25.00%
May be 1 25.00%
Total 4 100.00%
19
Yes No May be
0
0.5
1
1.5
2
2.5
2
1 1 Frequency

Interpretation
Based on above report it can be concluded that online marketing is the easiest source for
the customer to buy the products. It is helpful in order to save the times of customers. The most
of the customer in present time are relay on the sources of online marketing. Thus, it can be said
that 2 out of 4 respondent are agreed with these facts, remaining 1 is do not agreed with the fact
and remaining w is not sure about the same. In addition to this, it can be said that online
marketing is one of the easiest source in order to attract the potential customers.
Theme 7: Quality of products will be helpful to influence the behaviour of customers.
Q.7 What kind of activities will be helpful to
influence the behaviour of customers. Frequency %
Quality 2 50.00%
Cost 1 25.00%
customer services 1 25.00%
Total 4 100.00%
20
2
1
1
Yes
No
May be

Interpretation-
Based on the above diagram it can be concluded that quality is one of the major factor
which plays essential role in eyes of customers. Quality can be helpful to attract the customer's
in the market. In this it can be seen that 2 out of 4 customers said that quality plays the essential
role in order to attract the customer in the market, 1 out of 4 think that cost is the source which
van attract the customer's, remaining 1 respondent said that customer services will be helpful to
attract the customer's in market.
Theme 8: Most of the respondents think that sainsbury's listen to customer queries.
Q.8 Do you think Sainsbury's listens to
customer queries. Frequency %
Yes 2 50.00%
No 1 25.00%
May be 1 25.00%
Total 4 100.00%
21
Yes No May be
0
0.5
1
1.5
2
2.5
2
1 1 Frequency

Interpretation
Theme 9: Technological advancement will lead to enhance satisfaction of customer.
Q.9 Do you think customer satisfaction can be
enhanced with the use of technologies. Frequency %
Yes 2 50.00%
No 1 25.00%
May be 1 25.00%
Total 4 100.00%
22
2
1
1
social media
Television communication
Promotional activities

Interpretation
Technological advancement will be helpful to bring the process of innovation. It will
help to customer to attract the large number of buyers in the market. In this 2 out of 4 agreed that
it is essential so that customer can get attracted with the help of technological advancement, 1
out of 4 do not agreed with same and remaining is not sure about it.
Theme 10: Discount facilities will attract the customer in larger manner.
Q.9 Do you think Saisbury's need to provide
discount facilities to attract customers. Frequency %
Yes 2 50.00%
No 1 25.00%
May be 1 25.00%
Total 4 100.00%
23
Yes
No
May be
0 0.5 1 1.5 2 2.5
2
1
1
Frequency

Interpretation
Based on the above diagram it can be concluded that discount facilities will attract the customer
in order to purchase the product and services. In this 2 out of 4 agreed with the same, 1
responded is not agreed and remaining 1 is not sure about the same.
Theme 11: Technological advancement will be helpful to improve operational efficiencies.
Q.10 Would you advise the management of
Sainsbury's to bring technological advancement
in operational activities of firms. Frequency %
Yes 2 50.00%
No 1 25.00%
May be 1 25.00%
Total 4 100.00%
24
Yes No May be
0
0.5
1
1.5
2
2.5
2
1 1 Frequency

Interpretation-
Based on the above diagram it can be concluded that technological advancement will be
helpful to attract the large number of customers in the market. In this, it can be seen that 2 out of
4 are agreed with it, 1 out of 4 are not agreed and remining 1 is not sure about the same.
3.3 Define Recommendation and justify areas for further recommendation.
RECOMMENDATION
From the above findings it is recommended that Sainsbury need to make changes in its
marketing activities. Marketing activities play important role within the company and it lead to
provide huge opportunity to the firm. Therefore, company should focus on its marketing
activities and make improvement in them. There are many new technologies has introduced in
the market on the basis of which can be implemented by the firm to influence customers buying
behaviour. Social media marketing is one of the effective marketing tool which can be used by
Sainsbury company in respect to increase sales and profits. Facebook is one of the effective
social media platform which is used by large number of people in all over the worlds. Further it
is recommended that company should understand the customer requirements and provide them
product accordingly. Hence, with this use of social media platform company can easily
communicate with its customers and resolve their issues on time. Social media and mobile
25
2
1
1
social media
Television communication
Promotional activities

technology make easier for the company to connect, communicate and build strong relationship
with it customers. Further, it is recommended that at the time of marketing company can provide
some offers which help in grabbing the attention of customers.
Areas for further research
To analyse the impact of social media marketing strategies on sales of the retail industry
To explore significance of mobile marketing on customers buying behaviour of Marks and
Spencer
26

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