The impact of organized retailing on customer perception in making purchased decisions: A case study

The impact of organized retailing on
customer perception: A case study of
ASDA
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ABSTRACT
Aim: To assess the impact of organized retailing on customer perception: A case of ASDA.
Methodology: For carried out the following research with the intention of achieve the aim of the
study, the researcher has been selected the various research methodology. The descriptive research
design has been used in the investigation. The quantitative research type has been selected for meet
the objectives of the present study. The suitable research philosophy for the present study has been
interpretivism. The researcher has been chosen deductive research approach for achieve the aim of
the study. On the other hand, primary and secondary data collection methods have been used in the
following research. A questionnaire has been prepared to meet the objectives of the investigation.
The probabilistic random sampling has been preferred by the scholar where the samples size has
been 40 and the sample population has customers of ASDA. The frequency data analysis method
has been used for evaluate the collected data and reach at appropriate outcomes.
Results: From the following investigation, it has been found that there are different factors like
changing in customer expectations, increase number of working women, emerging rural marketing
etc. which influenced organized retailing. Along with this, the various elements such as variety of
products and store deigns and its layout etc are the encouraging purchase decisions of customers.
On the other hand, there is a strong relationship between organized retailing operations and
changing in customer perceptions in making purchasing decision.
Conclusion: From the present research, it has been concluded that ASDA has adopted organized
retailing concept for its different retail stores. The following concept has brought the positive
changes in the customer perceptions in making purchasing decision from organized retail outlets
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TABLE OF CONTENTS
ABSTRACT ........................................................................................................................................2
CHAPTER 1: INTRODUCTION ........................................................................................................5
1.1 Background of the research ......................................................................................................5
1.2 Problem statement .....................................................................................................................5
1.3 Organizational background .......................................................................................................6
1.4 Aim and objectives.....................................................................................................................6
1.5 Research questions ....................................................................................................................7
1.6 Focus and purpose ....................................................................................................................7
1.7 Dissertation structure ................................................................................................................7
1.8 Significance of the research ......................................................................................................8
CHAPTER 2: LITERATURE REVIEW..............................................................................................9
2.1 Introduction................................................................................................................................9
2.2 Company overview ...................................................................................................................9
2.3 Conceptual frameworks...........................................................................................................10
2.4 Factors that influenced organized retailing .............................................................................10
2.5 Elements that encourage purchase decisions of customers.....................................................12
2.6 Relationship between organized retail operations of ASDA and change in perception of
people.............................................................................................................................................14
2.7 Strategies helps in improving organized retailing and changing customer's perception in
making ..........................................................................................................................................16
purchase decision..........................................................................................................................16
2.8 Summary .................................................................................................................................17
CHAPTER 3 RESEARCH METHODOLOGY ................................................................................19
3.1 Introduction .............................................................................................................................19
3.2 Research Philosophy ...............................................................................................................19
3.3 Research Purpose.....................................................................................................................19
3.4 Research Strategy....................................................................................................................20
3.5 Research approach ..................................................................................................................20
3.6 Data collection method............................................................................................................21
3.7 Data collection instruments.....................................................................................................22
3.8 Sampling..................................................................................................................................22
3.9 Data analysis............................................................................................................................23
Accessibility Issues:.......................................................................................................................23
3.10 Validity and reliability............................................................................................................23
3.11 Ethical consideration .............................................................................................................24
RESULT, ANALYSIS AND DISCUSSION ......................................................................................26
4.1 Introduction .............................................................................................................................26
4.2 Frequency analysis ..................................................................................................................26
CHAPTER 5: CONCLUSION AND RECOMMENDATION ..........................................................46
5.1 Conclusion...............................................................................................................................46
5.2 Recommendations....................................................................................................................48
5.3 Future research areas ..............................................................................................................49
5.4 Research limitations.................................................................................................................49
REFERENCES...................................................................................................................................51
QUESTIONNAIRE ...........................................................................................................................55
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Illustration Index
Illustration 1: Conceptual frameworks of literature review................................................................10
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CHAPTER 1: INTRODUCTION
1.1 Background of the research
The companies who are dealing in retailing sector and have a large network of retail as
compare to the traditional business and adopt the different kinds of professional management
activities and strategies to manage daily operations is called organized retailing (Mauri and
Minazzi, 2013). Organized retailing is a recent development in UK because of the alterations in
socio-economic elements. There are many organizations, which are running their different stores in
the various areas of UK and they all are registered for paying sales and income tax etc to the UK
government. The majority of young people of UK favour in buying the branded apparels and other
products and services (Islam and et.al, 2014). In this context, ASDA is one of the retail company
which has large number of stores in UK and offers numerous kinds of products to its consumers.
On the other hand, customer perception is defined as the method by which a consumers
chose, organizes and assess the collected information to buy the product. Organized retailing has
brought changes in the service user’s perception in making purchase decision (Yee and Yazdanifard,
2014). People are now become more aware about the quality, prices and other characteristics of the
products. They are taking the purchase decision on the basis of their past experience and
preferences. The drivers behind alteration in the perceptions are availability of the products, quality
and quantity, large number of brands in a single stores, prices, segments of the products etc.
1.2 Problem statement
It has very well known that the retail industry is driving force for UK economy. But this
sector is now facing the various issues. Many of the organizations have conducted their business art
different location of UK by open the stores. Most of the outlets are far away from many of the
people. Along with this, some of companies are not providing the diversified products to the
customers in a single building. On the other hand, the number of working women in UK has
increased and they do not want to waste their time in shopping by visiting different shops. In
addition to this, the perception of the customers towards the traditional business has become
changes (Kassim and Asiah Abdullah, 2010). Therefore, it is required to reorganized the retail
business in a new form so that it can help in meeting the demand gaps of market and provide the
different kinds of products and services in a single roof.
The following investigation will assess the impact of organized retailing on customer
perception in making purchase decision making. In this context, the proposed research will explore
the different factors include in organized retailing with the reference of ASDA. Therefore, it will be
important for the management to manage business operations according to the needs of the service
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users. Due to the changes in living standards, increase disposable income and alterations in the taste
and preference of consumption of the commodities, the service users have favoured to meet the
needs by purchasing the products from organized retailing (Vivek, Beatty and Morgan, 2012).
Therefore, the present study will help in determine the different factors which affect the individual
preference of buying the goods. The increased level of competition in the retail sector has
influenced the need of organized retailing concept which has helped in meet all the expectations of
the customers of UK (Godey, 2012). Therefore, in this context, the management of ASDA will
formulate the new strategies to take the advantages of the competition in more effective manner.
The proposed study will explore various elements which could influenced purchase making
decision of service users in retail industry. In addition to this, the research will evaluate numerous
activities in the respect of ASDA to influenced customers towards specific good and service.
1.3 Organizational background
ASDA stores Limited is a supermarket retailer with it’s headquarter in Leeds. The company
has got a business in supermarket retail but it also offers other services related to finance, mobile
phone among others. The company has become a subsidiary of giant Walmart and is now regarded
as the second largest supermarket chain by market share (Asda Stores Limited. 2015). ASDA is a
second largest supermarket store of UK and offers diversified products to customers at the
affordable prices. The major commodities offered by the company to its service users are grocery,
financial services and general merchandise. ASDA is a best clothing and food service provider
superstore of UK. The prices of the goods are 10% lower as compared to its competitors. So, the
major subject of the research is to understand the impact of organized retailing in customer
perception in making purchase decision towards ASDA stores.
1.4 Aim and objectives
Aim:
“To assess the impact of organized retailing on customer perception : A case study of
ASDA”
Objectives:
 To assess the factors that influence organized retailing of ASDA.
 To identify most important elements that encourage purchase decisions of consumers with
respect to organized retailing of ASDA.
 To determine relationship between organized retailing operations of ASDA and change in
perception of people.
 To suggest some new techniques to change consumer perception in the area of organized
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retailing of ASDA.
1.5 Research questions
1. What are the major factors that influence the organized retailing of ASDA?
2. What are most important aspects of retail industry that encourage purchase decisions of
consumers in organized retailing of ASDA?
3. Which strategies can help in improving organized retailing of ASDA and changing
customer's perception in making purchase decision?
1.6 Focus and purpose
To achieve the objectives of the following study, the researcher will focus on organized
retailing concept of ASDA. It will also shed light on the numerous factors which influenced
organized retailing and its relationship with the customer decision making. Along with this, the
researcher will try to define those elements which encourages the customers to change the decision
making perception regarding buying the products from ASDA organized retailing. On the other
hand, the new techniques will be suggested by the investigator related to customer management of
ASDA by which it will take the advantages of the increase competition in the organized retail
market. The purpose of researcher behind conducting the following research is determine the impact
of organized retailing on customer perception in making purchase decision.
1.7 Dissertation structure
The following research will based on to explore the impacts of organized retailing on
customer perception in making purchase decision making. Hence, the structure of the whole
investigation is as follows.
Chapter 1: Introduction – The following section will provide the information related to the
background of study. It will include the description of organized retailing and customer perceptions
during buying the goods and services. Along with this, it will describe the research issue and
organization background. The introduction chapter will also explain the aim, objectives, research
questions, focus and purpose of the research etc. At the end of the following section, the complete
structure, research methodology and framework and analysis will used for complete the whole work
on impact of organized retailing of ASDA on customer perception in buying decision making
process.
Chapter 2: Literature review and conceptual framework – This section will provide an insight for
conducting the study in the well manner. It will include the previous studies of the other researchers
on the similar topic of organized retailing and its impact on customer perception while taking the
decision of purchasing. Along with this, the different kinds of theories will be used by the
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researcher to obtain the clear fasts related to organized retailing.
Chapter 3: Research design and methodology – Under this section, the various types of tools and
techniques will used by the scholar to conduct the research on the proposed objectives. It will help
in make the comparison between the expected and actual results. The methods which will used by
the researcher in the proposed research are research techniques, approach, data collection, sampling,
ethical consideration etc (Blakstad, 2015).
Chapter 4: Result, analysis and discussion – The numerous kinds of tools and techniques will used
by research to collect the data and analyse the fact and figures. For assessment of impact of
organized retailing for ASDA, the researcher will use quantitative research technique.
Chapter 5: Conclusion and recommendations – This chapter will include the meaningful
conclusion as per the findings in the data analysis and discussion section. In addition to this, some
recommendations will give by the researcher in the respect of customer management to ASDA for
managing tough competition in organized retail sector.
1.8 Significance of the research
The given research study holds significance for the all the retailing organizations spread over
UK for assessing the consumer perception in order to make purchase decision. The learning from
the study also holds significance for other industries that wish to make a survey on customer
perception with respect to their purchase decisions. This investigation will help in determining the
impact of the organized retailing with the customer perception. Other retail organisations can also
use this investigation for improving their strategies along with the customer expectations. This
study will help in understanding the various perceptions of the users with respect to the organized
retailing and by using these perceptions, companies can improve their strategies for effective
accomplishment of their objectives. In addition to it, Ph.D. students can also use this research for
getting more knowledge and its literature review will help them in understanding the facts and
figures with respect to the retail marketing and customer perception.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Literature review is critical evaluation of the information which has found in the literature
related to the research area. It has provided the theoretical base to the scholar that helped in
determined the nature of the study. With the help of this, the researcher has able to determined to
conclude the interpretations of the previous research and put the lights on research gaps. The
various secondary resources have used to conduct the study on a particular topic.
The motive of the following literature review is to assess the factors which influenced the
organized retailing and aspects of encouraging buying decisions of the consumers. Along with this,
the relationship between the organized retailing and customer perception for purchasing the
products from ASDA stores has also covered in literature review by researcher. To achieve the
above stated objectives, the critical evaluation of the numerous studies will conduct.
2.2 Company overview
ASDA is a British supermarket retail organization and a subsidiary of the American retail
company Walmart. It is a world second largest chain of supermarket in Britain. The products and
services offers by ASDA to its customers are grocery, general merchandise and financial services.
There are various types of stores operating by a company such as supercentres, superstores,
supermarket, grocery stores etc. In UK, firm has about 28 depots which are working like a
distribution centres. It has also lunched own online retail service where products are directly sell to
the customers with the help of internet.
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2.3 Conceptual frameworks
Illustration 1: Conceptual frameworks of literature review
2.4 Factors that influenced organized retailing
According to Grewal, Levy and Kumar, 2009, “organized retailing is the current trend in the
retail sector of UK” (Grewal, Levy and Kumar, 2009). The major responsible factor of developing
the following trend is socio-economic and revolution in the retail sector. It is a vibrant industry
which has given the huge contribution in developed the economic condition of UK. As per the study
of Elliott and Speck, 2005, it has been identified that “there are some responsible factors which
raise the need of organized retailing” (Elliott and Speck, 2005). The growth of middle class people
in the community is the major reason of which influenced organized retailing. In this context,
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Srivastava, 2008 has stated that “the number of middle class families in UK has increased with the
high speed. It has enhanced the demands of the products and services in the community”
(Srivastava, 2008). The disposable income of the people have also raised which has provided the
large opportunity to the retail sector to grow and sever the large area. Similarly, Puccinelli,
Goodstein and et.al., 2009 has explained in his research that “the customers are expecting the good
quality of commodities in the nice prices which is one of the responsible factor of growth of
organized retailing in UK” (Puccinelli, Goodstein and et.al., 2009). Due to the change in
expectation of the service users, many of the retail organizations such as ASDA has offered the
diversified range of the goods to the target market and that has able to delivered the valued services
to the customers.
On the other hand, Miranda, Konya and Havrila, 2005 has suggested that “the number of
working females in UK has increased and they have well literate as well as highly qualified”
(Miranda, Konya and Havrila, 2005). The working women have the skill to manage the work of
home and office very well. Their buying habit is different from the home maker because they want
all the products and services in a single roof. This thing has generated the requirement of organized
retailing. But Hutchinson, Quinn and Alexander, 2006 has suggested that “for getting the value for
money as well as gain the high economic of scale from manufacturing and distribution”
(Hutchinson, Quinn and Alexander, 2006). The organized retailing helps in eliminating the
intermediaries from the distribution channel and due to this, the retail organizations able to offers
the goods and services at the affordable prices. Therefore, the more profit has attracted the different
retail companies to run the business in organized manner and this things has raised the needs of
organized retailing. According to Chand, 2015 “rural markets are emerging very fast in the present
time and they are facing the strong competition in the retail industry” (Chand, 2015). In the
developing nations such as India, there are immense potential in the people who are living in rural
areas. Now, they are manufacturing the new products which satisfy the needs of the community in
the effective manner. Like in India, retail sector has able to provided the large employment to the
people and it has also support the economic condition of the country.
In the contrast of the above statement, Brown, Barry, Dacin and Gunst, 2005 has stated that
“entry of corporate sector into the retail sector has responsible factor of need of organized retailing”
(Brown, Barry, Dacin and Gunst, 2005). The different business leaders have entered into retail
industry because they are having the strong financial position to supply good quality commodities at
affordable prices to the community. Similarly, Ali, Kapoor and Moorthy, 2010 has asserted that
“many foreign retailers are now entering into the various nations via different market entry
strategies such as franchising, joint venture etc” (Ali, Kapoor and Moorthy, 2010). Hence, it has
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responsible for increased the need of organized retailing. Technology impact is another factor of
growth of organized retailing in the present time. As per the research of Beerli, Martin and
Quintana, 2004, it has been found that “the use of different kinds of electronic media, marketing
techniques etc has changed the meaning of retailing” (Beerli, Martin and Quintana, 2004). The
increase use of internet has raised the awareness of the service users towards the quality of the
goods. Bar code is the new innovation of the technology for organized retailing by which the retail
companies are able to sell their products via online.
According to Grewal, Munger, Iyer and Levy, 2003 “in the present era, the literacy rate in
the remote areas, cities and towns has increased and its leads to raised the income level of the
people” (Grewal, Munger, Iyer and Levy, 2003). The result of this is the demand of good quality
commodities has raised. The increase level of income and education has influenced the people to
changed spending habits. This thing has given the large contribution in the development of the
organized retailing. On the other hand, Majumdar, 2005 has stated that “the media explosion is
another factor of growth of organized retailing” (Majumdar, 2005). With the increase use of internet
and television, the users are able to understand the living style of the different nations. It has
changed the expectations of the people towards the quality of the goods and the demand towards the
value of money services has raised. Therefore, the increased use of media explosion has responsible
factor of organized retailing. In the contrast of the above statement, Seiders, Voss, Grewal and
Godfrey, 2005 has asserted that “the expectation of the consumer's have changed with the time and
it has forced the retail companies to modify their method of retail business” (Seiders, Voss, Grewal
and Godfrey, 2005). The different factors such as customer demand, their convenience, time,
locations etc has increased the need of organized retailing.
2.5 Elements that encourage purchase decisions of customers
As per the viewpoints of Lewis, 2004, “the availability of wide range of products and
services in a single roof has encouraged purchase decision of customers” (Lewis, 2004). The
following element has considered as an essential thing which help the service users to chose a
particular retail company for buying the commodities. In this respect, if the retail organization has
able to developed a good relationship with the consumers then it can be easy to convert the
customer into the regular buyers. On the other hand, Lemon, White and Winer, 2002 has explained
in his research that “the convenience of shopping from a specific retail store is an most important
factor which influenced the buying decisions of consumers” (Lemon, White and Winer, 2002). Most
of the time, many of the people have preferred their nearby stores for buying the daily use
commodities. Therefore, the convenience of shopping from nearby outlets have created the large
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impact on selecting organized retail stores.
According to Torkzadeh and Dhillon, 2002, “the time taken to travel for shopping has made
the impact on customer purchasing decision” (Torkzadeh and Dhillon, 2002). The location of
organized retailing stores have played an essential role encouraging the purchase decisions of the
services users. Therefore, it has needed for organized retailing companies to open their stores in
those areas which takes less time of the customer to travel for shopping. In the addition of the above
statement, Babin and Attaway, 2000 has disclosed the important information in his research that
“culture of consumer has an most necessary factor which influenced the his buying decision”
(Babin and Attaway, 2000). The factors such as preferences, ideologies, values, education, income
etc of the users have brought the changes in the behaviour of selection of the products. Hence, the
shift in the culture has directly made the impact of purchasing decision of the consumers.
As per the research of Grewal, Levy and Kumar, 2009, it has found that “social factors have
influenced the services users buying decision by changing their attitude and buying behaviour”
(Grewal, Levy and Kumar, 2009). Family and social status are the major elements of social factor
and these are the most influential groups. Family has indirect or directly influenced the behaviour as
well as attitude of purchaser. In addition to this, the social status such as change in occupation,
education system, values, interests etc also has encouraged the purchasing decision of the
customers. On the other side, Kassim and Asiah Abdullah, 2010 have stated that “psychological
motivation is most important element which influence the buying decision of the consumers”
(Kassim and Asiah Abdullah, 2010). In the present era, the needs of the people are now become the
motive which encourage them to take right purchasing decision. The perception towards the
particular organized retailing products of the customer has also changed the buying decision.
According to Morales, Kahn, McAlister and Broniarczyk, 2005, “the different personal
characteristics like age, living standards, economic conditions, occupation etc of a customer has
encouraged and influenced his purchasing decision” (Morales, Kahn, McAlister and Broniarczyk,
2005). With the age and life cycle stage, the taste and perception of consumer for a specific product
has changed. In addition to this, the increase income level has promoted service users to modified
the living standard and lifestyle with the time. This thing has encouraged the buying decision
making process of the purchaser. In the contrast, Grewal, Levy and Kumar, 2009 have stated that
“the store display and the presentation of the products has played an most important role in
encouraged the purchasing decision of the consumers” (Grewal, Levy and Kumar, 2009). The
display and the presentation of the goods in organized retailing outlet attracts the passing customers.
The creative display has encouraged the service users to take purchase decisions for buying the
products. On the other hand, Elliott and Speck, 2005 have suggested that “ambience of the
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organized retail shops has helped in gained the service user attention and encouraged them to buy
the goods from the stores” (Elliott and Speck, 2005). Customers are do not like to purchase the
goods from those stores which are not clean and hygiene. The play soulful music in organized retail
has made the positive impact on the purchaser and encouraged them to buy the goods.
From the point of view of Srivastava, 2008, “the company employees treatment is an
important factor to encourage customers for taking buying decision” (Srivastava, 2008). When
organized retailing organizations have given warm treatment to the service users then it has
attracted them towards the stores. It is necessary to understand the consumers and help them in their
shopping. Therefore, the warm welcome from the firm side has helped in encouraged purchase
decision. But Puccinelli, Goodstein and et.al., 2009 have not agreed with the above statement and
explored in from his research that “the store design and layout has an element which encouraged
customer buying decision” (Puccinelli, Goodstein and et.al., 2009). The reason is consumer never
prefer to shop from that outlet which is not looking good and not have the ample space of moving.
It has required for the company to categorized the goods into the different segments because it help
the consumers to locate the commodities in easier manner.
Miranda, Konya and Havrila, 2005 have disclosed in his research that “the discounts has an
element that encouraged purchase decision of the customers” (Miranda, Konya and Havrila, 2005).
It has seen that a consumer may be has no requirement of the product at present but the discount
and the rebate on that goods has influenced him to buy that commodity. Similarly, Hutchinson,
Quinn and Alexander, 2006 have stated that “the different promotional scheme such as free and
assured gifts on particular product has encouraged customer buying decision to shop more”
(Hutchinson, Quinn and Alexander, 2006). For example, a free shirt on a pair of the trousers would
surely influenced the buyer to purchase more. Therefore, there are various elements which
encouraged decision making of the customer and the result of this they shop more form their
requirements.
2.6 Relationship between organized retail operations of ASDA and change in perception of people
From the research of Brown, Barry, Dacin and Gunst, 2005, it has found that “the
management team of ASDA has required to adopt the various strategies to change the perceptions of
the customers towards the organized retailing” (Brown, Barry, Dacin and Gunst, 2005). ASDA is
one of the leading organization in the retail industry and offers diversified products to the
consumers at the affordable prices. In this context, Ali, Kapoor and Moorthy, 2010 have stated that
“ASDA has to adopt the different creative services which help in attracting the large customers and
able to bring the changes in their perception in the positive direction” (Ali, Kapoor and Moorthy,
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2010). In UK, most of the people are connecting through the different social media. Therefore, with
the help of developing of social conversation with the target customers, ASDA can change the
perception of the service users in most effective manner. Similarly, Beerli, Martin and Quintana,
2004 have asserted that “influencing the customer is a organized retailing operation of ASDA and in
this direction, firm has easily made the contact with the buyer” (Beerli, Martin and Quintana, 2004).
By creating the web pages on the social media, the company can give the right to the consumer
about to write the reviews about the products and get the information about the new trends in
fashion, home appliances, new offers and deals in the market. Hence, by including the social media
as an organized retailing part, ASDA can easily change the perception of the service users
purchasing decision making.
On the other side, Grewal, Munger, Iyer and Levy, 2003 have explored in his research that
“engaging the customer on both online and offline, it becomes more easy to change the perception
of them for buying decision making” (Grewal, Munger, Iyer and Levy, 2003). In the case of ASDA,
company can start their own campaigning in which it has encouraged the consumers to create their
own t-shirts. It will help in turn the service users into the brand advocates and this offline and online
engagement of the buyers have created the emotional connection with the brand. This thing has
surely change the perception of the consumers for purchasing decision making. In the contrast,
Majumdar, 2005 has stated that “the availability of the company representatives 24*7 has a part of
organized retailing of ASDA and it has assist in alteration in the perception of purchase decision-
making” (Majumdar, 2005). The availability of firm representative all the time help the customers
to get the solution of their problem any time. The effective and good consumer problem services
helps in brining the changes in the perspective of the service users.
According to Seiders, Voss, Grewal and Godfrey, 2005, “the effective marketing strategy is a
part of organized retailing operation of ASDA help in changing perception of the customer in the
right direction” (Seiders, Voss, Grewal and Godfrey, 2005). Company can use Pinterest as a
marketing tool because it helps in influence the consumer buying decisions. With the help of it, it
can be easy to categorized the products in to the different groups so that the service users search
them very easily. From the study of Lewis, 2004, it has revealed that “if the company wants to
change the perception of the consumers then it has needed to give preferences of the customer and it
can only happen with the help of organized retailing” (Lewis, 2004). The organized retailing helps
in providing the all types of goods and serviced to service users in a single roof. The arrangements
of all the products in ASDA stores has based on the preference of the customers. Therefore, with the
help of giving the preference to the consumer taste, it can be easy to change their perceptions and
influenced them to buy the products.
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But Lemon, White and Winer, 2002 have not satisfied with the above stated statements and
suggested that “the diversified product range of the goods has able to brought the changes in users
perceptions” (Lemon, White and Winer, 2002). The diversified entities has the part of organized
retailing of ASDA. It has provided the differentiate goods to the customers which has unique in the
nature, characteristics, quality and price as compare to its competitors. The consumers has the many
options to chose the goods from the large commodities lines. Similarly, Torkzadeh and Dhillon,
2002 have stated in his study that “the post buying behaviour is a part of organized retailing
operation which defines the satisfaction level of the users and their perception towards the brand”
(Torkzadeh and Dhillon, 2002). At the time of buying the goods, customer has first of all compare
the particular product with his previous experience and ensure that whether he is satisfied or not
from the services of company. The same psychology of the clients has applied on ASDA and this
thing has affected the perception of the customers buying decision. Hence, by various kinds
organized retailing operations, the ASDA has assisted in changed the perceptions of the customers
and influenced them to buy the products from the different stores of ASDA.
2.7 Strategies helps in improving organized retailing and changing customer's perception in making
purchase decision
From the above stated different opinions and perceptions of the various authors and
researchers, it has been found that the trend of organized retailing has increased with the time. For
the retail companies, it has important to them to restructure the unorganized business into the
organized retail and improving the different types of organized retailing operations. Therefore, by
developing the various strategies, the improvement in organized retailing and changing customer
perceptions in making purchase decision can be made. In this context, Brief, 2015 has stated that
“retail stores have required to recognized the use and importance of digital technologies at physical
outlets” (Brief, 2015). The following strategy will help in improving the organized retailing
operation of ASDA and increase the engagement of the customers with the different channels such
as mobile, stores, online and social.
Similarly, Ali, Kapoor and Moorthy, 2010 have explored in their research that “the adoption
of digital technologies will provide the good experience to the service users while buying the goods
from the ASDA stores and brining the positive changes in the customers perceptions towards
making purchase decisions” (Ali, Kapoor and Moorthy, 2010). But Babin and Attaway, 2000 have
suggested that “if the organizations has adopted omnichannel strategy for supply and distribution of
the goods to the customers then it can be easy to improve organized retailing” (Babin and Attaway,
2000). The result of chosen omnichannel strategy by ASDA is increase the interaction with the
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customers and understand their needs and expectations. It will help in brining positive perceptions
of the consumers for buying the product purchase decisions.
According to Beerli Martin and Quintana, 2004, “ most of the customers have the negative
perception towards organized retailing such as goods handling problems after shopping. In such
situation, retail companies have required to adopt the strategy such as adopt home delivery
services” (Beerli Martin and Quintana, 2004). ASDA should follow this framework and provide it
as a additional service to the customers. It will leads to changes in the perception of the consumers
in making buying decision. On the other hand, Brown, Barry, Dacin and Gunst, 2005 have asserted
that “retail organizations have required to clearly define the services benefits to the services users
before shopping” (Brown, Barry, Dacin and Gunst, 2005). With the help of it, ASDA will able to
modified the customer opinion towards the making purchasing from organized retailing and
improve it operational activities with the time.
In the contrast, Subramanian, 2015 has stated in his research that “by adopting customer
centric approach as an strategy, it can be easy to bring the improvement in organized retailing
operations” (Subramanian, 2015). ASDA should adopt the following strategy because it will help in
bringing the improvement and changes in the existing services of the company according to the
requirement of the customers. Along with this, it will leads to increase the number of services users
at the stores with the intention of buying the goods and services from ASDA stores. Grewal, Levy
and Kumar, 2009 have suggested that “ASDA should appoint the employees in the stores and train
them so that they can give their suggestions to the customers in the shopping” (Grewal, Levy and
Kumar, 2009). With the help of this, the staff of the organization will help the service users to take
the right decisions in making purchase decision as well as change their perceptions towards the
organized retailing. In this context, Kassim and Asiah Abdullah, 2010 have concluded that “such
strategy will also help ASDA to understand the consumer perceptions as well as their needs”
(Kassim and Asiah Abdullah, 2010). Therefore, by gathering the various information, company will
easily responds towards the customer expectations. Hence, from the above stated suggestions, it has
been clear that the various actions and strong steps of ASDA in retailing help in bring the
improvement in organized retailing operations and changes in service users perceptions in making
purchase decision.
2.8 Summary
Retail industry is one of the fastest growing industry in the UK and it has given the large
contribution in the economic growth of the nation. Within a small time, the UK retail industry has
become more emerging and attractive trend for the world (Epstein and Westbrook, 2012). It has
17

influenced the UK retail sector to modified the traditional concept of purchasing of the good into
the organized retailing. Along with this, the changes in the demographic profile, increase disposable
incomes, changing in tastes of the customers etc has affected the customer perceptions in making
purchase decisions (Sparks and Browning, 2011). Therefore, with the help of the following study,
the researcher has determined the major factors which influenced the organized retailing in UK and
the aspects that encourages purchasing decision of customers. The different organized retailing
operations of ASDA has helped change in perceptions of the service users as affect their buying
decision making process.
18

CHAPTER 3 RESEARCH METHODOLOGY
3.1 Introduction
Research design is a kind of plan which is use to link the research problems and methods
used to address them. It has provided a right direction and systematic process of conduct the
research (Colina-Coca and et.al, 2014). The techniques of investigation has affected the result of
study as well as findings. There are various types of research design and methods used in study and
they have their own particular advantages and disadvantages. The application of research design
and methodology has based on aim and nature of the investigation (Choosing appropriate research
methodologies. 2015). In the following chapter, the scholar will explain the many methods and
tactics of research to determine the impact of organized retailing on customer perception in making
purchased decision for ASDA organization. It will also include the specific reasons of selecting the
particular research methods and designs to assess investigation problems.
3.2 Research Philosophy
The research philosophy has reflected the various important assumptions of the researcher
because these presumes are based on research strategy. It assist the scholar to conduct the
investigation in appropriate formate (Research Methodology. 2015). It has provided a broader
framework for study that include beliefs and understanding of various hypothesis, practices etc.
Interpretivism and positivism are the two part of research philosophy. Positivism philosophy is a
highly structured method and the outcomes of the investigation has determined with the help of
statistical techniques (Creswell, 2013). Under this framework, the objectives of the investigation
has analysed with the intention of collecting the data and generate the appropriate outcome to
achieve aim and objectives. On the other hand, the interpretivism research philosophy has based on
different beliefs and values that has provided the clear justification of the conducting the research.
The following method has used for collect quantitative data from unstructured interviews and
observation for the study of ASDA. By using it, researcher can easily access the various aspects of
reality. Therefore, the selection of research philosophy has based on reasons of investigation
(Garner and Scott, 2013). In the case of examine the impact of organized retailing of ASDA on
customer perception in making purchase decision, the research has used interpretivism research
philosophy. With the help of it, the scholar has evaluated different factors which influenced
purchase decisions of consumers in the context of organized retailing of ASDA.
3.3 Research Purpose
Research purpose has referred to a strategy which has selected by the researcher to integrate
19

the numerous elements of investigation in logical manner. Under this process, it has required to
ensure that the selected research purpose has effectively address the problem of study. There are
three types of research purpose: explanatory, analytical and exploratory (Gay, Mills and Airasian,
2011). Exploratory research purpose has adopted in that situation when the research problem has
not exactly understood. It has useful for provide the background information about the research
problem. The purpose of using exploratory research framework is to determine the areas in which
the research problem and its solution can be reside (Kriz, Gummesson and Quazi, 2013). On the
other hand, explanatory research purpose has defined the valid and accurate representation of
factors which has directly link to the investigation questions. Such type of research is more
structured as compare to exploratory research purpose framework. As per the aim and objectives of
current study, the researcher has selected explanatory research purpose to analysed the different
factors which raised the need of organized retailing and its impact in purchasing decision of
customers (Li, Zhao and Chen, 2012).
3.4 Research Strategy
Research strategy is a method that provides a logical approach for gaining the information
about a particular research problem. Quantitative and qualitative are the types of research.
Qualitative research strategy is used to understand the reasons of conducting the investigation as
well as provide a in-depth meaning about problem (Wyse, 2011). The most common methods used
in qualitative research approach are interviews, observations, group discussion etc. The sample size
under this framework is small and data collection method may be unstructured or semi-structured.
On the other hand, quantitative research strategy is used to generate the numerical data which can
be transform into a statistics. It is a structured formate of data collection and the techniques used for
gathering the valuable information are paper survey, face to face interviews, online polls and
survey, telephonic interviews etc (McMillan and Schumacher, 2014). Generally, the sample size
under the following strategy is large as compare to qualitative research technique. For addressing
the present research, the researcher has selected quantitative research strategy. The reason behind
chosen this method is the scholar wants to analysed the impact of organized retailing on consumer
perceptions in buying decision making within the context of ASDA. According to the researcher,
the quantitative research approach has delivered the effective results of the study and meet the
objectives of the investigation (Sunil and et.al, 2014).
3.5 Research approach
Research approach is a method of developing new hypothesis and knowledge and it has
increased the overall understanding of the entire research. There are two kinds of research approach:
20

inductive and deductive. Deductive research approach has used to test the existing theory in the
research context. It has basically based on quantitative research and the hypothesis have developed
to conduct the research (Research approach. 2015). On the other hand, inductive research approach
has used to developed the new theories from the given information. The qualitative research
technique has preferred for gathered the data from the research. It has provided a different
perspective to understood the investigation from a new look with the intention of exploring a new
theories and frameworks. As per the nature of the investigation, the research can use either
inductive or deductive research approach (Ye and Lai, 2012). For the current research which has
related to explore the impact of organized retailing on customer perception of buying decision
making. Inductive approach has been suitable for the following investigation because it has helped
author in evaluating the solutions of the problem which lies in the organised retailing of ASDA
along with the customer perception.
3.6 Data collection method
Data collection is a method of collecting and evaluating data which has gathered from the
different resources to achieve the objectives and aim of the investigation. There are two methods of
data collection: primary and secondary (Bhattacharyya, 2009). The primary data collection has done
by the researcher itself for fulfilment of particular intention. The data which has collected from the
following method are original in nature and not undergone from any kind of statistical methods. The
major sources of primary data collection are interviews, direct observation, surveys, focusing
groups etc. On the other hand, secondary data collection has already done by someone else for other
intention. This method is less expensive as comparison to primary data collection technique. The
tools used for secondary data collection are telephones, emails, mobile phones etc (Daniel and Sam,
2011).
For the present investigation which has related to explore the impact of organized retailing
on customer perceptions in making purchasing decisions with respect of ASDA, the researcher has
selected both primary and secondary data collection method. Author has used questionnaire as
research instrument for collecting the primary data (Fiegen, 2010). With the help of it, the
investigator has been collected the new and fresh data from the customers of ASDA. The reason
behind chosen the following tool for data collection is understand the different view points and
perceptions of the consumers towards the organized retailing and its impact on customer buying
decision-making process (Flick, 2011).
On the other hand, the researcher has been used secondary data collection method for getting
the new points and perceptions for conducting the present investigation. In this context, the scholar
21

has been used the previous studies related to impact of retailing on customer perception in making
buying decisions and the factors affecting the need of organized retailing in present time. Therefore,
the historical studies have provided the greater insights of solving the research questions of current
study in the effective manner (Goddard and Melville, 2004). The major sources of collecting the
secondary information are ASDA annual reports, articles, previous research, newsletters of
company, journals, books, online libraries etc. These all secondary sources of information has
provided the different views to the researcher about organized retailing and customer perception in
buying decision making.
3.7 Data collection instruments
For conducting the research, the researcher has to select the proper method for data
collection. In this context, the selection of appropriate data collection instruments have played an
important role. There are various tools of data collections such as questionnaire, observation,
interview etc (Kumar, 2014). Before choosing any kind of data collection instrument, the researcher
has needed to checked it validity and reliability with the topic of research, the present research has
based on explore the impacts of organized retailing on customer perceptions in making purchase
decisions. Questionnaire is the data collection instrument which has been used by the scholar for
gathering the primary information.
The questionnaire for the current research has both open and close ended questions. The
reason behind using open questions by the researcher is it has helped the respondents to express
their response in own words (Martin and Guerin, 2006). It has assist the scholar to gain the accurate
and in-depth information on a particular issue by which the researcher is not already familiar to it.
On the other hand, the reason of including close ended question during preparing the questionnaire
is to access the various responses of the respondents on the bases of selected rating scale. It has time
efficient and it has easy to compare the different responses of the same group (Sobh and Perry,
2006). Therefore, with the help of questionnaire, the researcher has able to collect more details, get
the proper and adequate answer of impact of organized retailing on customer perception in buying
decision process, understand the opinions of the respondents and made the analysis easy and simple
to meet the objectives and aim of the investigation.
3.8 Sampling
Sampling is a technique of selecting units from a given population so that by analysing the
sample, the researcher can conclude its results for those population which he was chosen for his
experiments (Whiteley and Whiteley, 2006). As per the above discussion, it has been clear that
researcher has selected primary information via questionnaire. In this context, for obtaining the
22

different facts and figures, the scholar has been used simple random sampling. It is a most common
method and used by many of the investigators in their research.
The purpose behind selecting the following sampling technique is to chose customers of
ASDA as an sample because probabilistic random sampling has provide the equal opportunities to
the consumers of the company to take a part in experiment (Vaivio, 2008). The service users of
ASDA are large in number across the world. Therefore, so solve this, the scholar has been selected
only 40 respondents from the entire customer population by taking help of probabilistic random
sampling. For selecting the appropriate sample from the whole population, the researcher has first
prepared a list of customers of ASDA which was obtained from company. After this, the scholar has
given specific number to all respondents who has participated in questionnaire survey. In this
context, the investigator has given the specific code to each respondents so that the sample can be
easily selected (Colina-Coca and et.al, 2014).
3.9 Data analysis
Data analysis is a method of applying the various statistical and logical techniques for
evaluating the collected data. It has not only answer the research questions but also provide a
direction for collection of data in near future (Creswell, 2013). With the help of it, the researcher
has transformed the data into the knowledge form and defined the relationship between various
investigation variables. The present research has based on to explore the impacts of organized
retailing on customer perception in making buying decision of ASDA. In this context, the frequency
analysis has been preferred by the researcher. The reason behind selecting the following techniques
for analysing the gather information is it has provided the flexibility to the scholar to use the
multiple theories (Garner and Scott, 2013). For evaluating the large number of sample, frequency
analysis has most suitable. Along with this, the interpretations of themes of the investigators has
supported by data. By using this method, the researcher has got the flexibility to represent the views
of the customers in the form of various tables and graphs in more effective manner.
Accessibility Issues:
Researcher has faced accessibility issues such as lack of data with respect to the current
research and improper accessibility to them. For handling these issues, author has used advance
research method which helped in collecting important and rarer information. These data helped in
resolving research questions. Along with it, author access internet for better understanding of the
problems and issues which are present in organised retailing of ASDA.
3.10 Validity and reliability
During conducting the research, it has important for the researcher to ensure about the
23

reliability and validity of the collected data (Gay, Mills and Airasian, 2011). Both are providing the
evidence of accepting the findings and generate the meaningful conclusion. The current research
has based on impact on organized retailing on customer perception in making purchase decision. In
this context, it has needed for the investigator to ensure about the validity and reliability of the data
which have been gathered from the different sources. The concept of reliability defines that the
techniques, tools and methods which has been used under the investigation should be produce the
same outcome for the future research on the same topic (Kriz, Gummesson and Quazi, 2013).
The following research has been used quantitative research techniques. Therefore, for study
the need of organized retailing and its impacts on customer perceptions in making buying decisions,
the obtain information has to be reliable. The researcher has ensured the reliability of the sources
during collecting the data so that overall baiesness of the investigation can be reduced. Along with
this, the scholar has not made any kind of modifications or manipulation in any primary and
secondary information (Li, Zhao and Chen, 2012).
On the other side, validity is defining a degree of state for all the techniques, tools and
methods which is investigator is require to evaluate (McMillan and Schumacher, 2014). In the
present study, the various themes have developed by the researcher which has reviled some facts
about the impact of organized retailing on customer perceptions towards decision making of
purchasing. In addition to this, the scholar has used both primary and secondary data collection
methods which has reviled the important information about the investigation. Hence, the collected
data of the research are reliable and valid and it has helped the investigator tom reach at the
meaningful conclusion (Sunil and et.al, 2014).
3.11 Ethical consideration
The ethical considerations in a research has played an important part because it leads the
study in a new and systematic direction. The current investigation has related to explore the impact
of organized retailing on customer perceptions in making buying decisions (Ye and Lai, 2012). The
major ethical considerations for the following research are as follows.
Security and privacy of information: For conducting the investigation, the researcher has been
gathered data from different customers of ASDA. Most of the respondents refused to provide their
personal information such as name, age etc because they have feared that their personal information
may be leaked by the researcher (Bhattacharyya, 2009). Therefore, top overcome this fear of the
respondents, the scholar has to give the assurance that their personal information would not be leak
and keep them confidential. In addition to this, the scholar has not share all the data to the other
parties for any kind of intentions.
24

Prior approval: Most of the information has taken by the researcher form different sources of
documents of ASDA. In this situation, it has needed to take prior approval from the management to
access the important information (Daniel and Sam, 2011). To avoid the controversial situations, the
scholar has been taken the prior approval to gain the required information as well as keep them
secure and not used it for personal benefits.
Provide citation to the work of research: The researcher has been provided the citation of the work
to avoid plagiarism issues. The name of the authors have been mentioned in the literature review
which overcome the situation of copied and pasted of the researcher work (Fiegen, 2010).
Assessment from restricted sites: During the study, the scholar has faced the problems related to
restriction on the many sites. These sites have important for collecting the essential information
because it leads the work of the researcher in the new direction. For this, the researcher has been
take the permission to access restricted sites for accessing the data and made the work more
effective (Flick, 2011).
25

RESULT, ANALYSIS AND DISCUSSION
4.1 Introduction
The following chapter is related to data analysis, result and discussion. It is one of the
important part of dissertation to determine the outcome of the whole investigation in more
appropriate manner. Analysis is known to be categorization of data collected in order to find
accurate answers to the research questions framed for study conducted. In order to establish an
understanding of the data, the analysis and discussion of the results is done. In this chapter, the data
collected from various sources has been analysed to find out the impact of organized retailing by
ASDA on customer perception in making purchase decisions. By focusing ion the primary data,
significant results and patterns have been identified. In the present dissertation on organized
retailing, data has been analysed through quantitative techniques. For this, frequency analysis has
been undertaken. Patterns arising from the primary data have been identified and frequency
distribution have been formulated. Analysis of the data has been done with the help of the following
themes.
4.2 Frequency analysis
The most suitable shopping method for customer for shopping from ASDA.
Attributes No. of customers Percentage
Shopping via organized retail stores 30 75.00%
Shopping via online stores 10 25.00%
Result: From the above table, it has been identified that 75.00% of the respondents of the survey
said that they are like to buy the goods from organized retailing stores of ASDA. On the other hand,
4% respondents were voting in the favour of shopping from online stores of ASDA. Therefore, the
maximum percentage of respondents belief that organized retailing is a good option for the
purchasing of the goods of ASDA.
26

Analysis and discussion: From the above result, it has been analysed that the demographic profile,
family attributes and change in income profile of the consumers play an important role in selecting
organized retailing for product purchasing. But it has been found from the literature review that
because of changing in demographic profile, increase awareness via electronic media and
urbanization has provided the multiple options to the customers for selecting different retail outlets.
Analysis is also reveal the aspect that there are different reasons which encourage the customers to
visit the ASDA organized retail stores such as lower prices, friendly retail grocer, credit facilities,
availability of small quantity of products etc (Sparks and Browning, 2011). Therefore, many of the
respondents have preferred the organized retailing shopping method for buying the goods and other
services.
Customers visited ASDA two times in a month for purchasing
Response No. of customers Percentage
Daily 4 10.00%
Weekly 8 20.00%
Two times in a month 16 40.00%
Monthly 12 30.00%
Results: On asking the customers how frequently they visited ASDA store, varied responses were
obtained. 40 per cent said they visited the stores twice in a month while 30 percent visited it
monthly. 20 per cent of respondents visited the store every week. Only 10 per cent visited the store
daily.
27

Analysis and discussion: From the results, it can be analysed that majority of respondents visited
ASDA two times in a month. Also, there were a large section of customers who visited ASDA
stores monthly. This is in alignment with the third objective of the study which is to find out the
relationship between organized retailing options of ASDA and change in perception of people. It
suggests that customers do not mind travelling a few kilometres for making purchases of the
required products from stores of ASDA. It indicative of the convenience and better service that
ASDA provides to its customers. There are also customers who visit ASDA stores daily. It can be
discussed that customers consider ASDA to be capable of fulfilling their daily needs. This can be
associated with the organized retailing concept which has been adopted by ASDA. It has greatly
influenced purchasing decisions of customers.
customers are aware of the concept of organized retailing
Response No. of customers Percentage
Yes 24 60.00%
No 6 15.00%
Can't say 10 25.00%
Results: The respondents were asked if they are aware about the concept of organized retailing. 60
per cent of them had knowledge about this concept. 25 per cent of respondents did not have any
particular opinion regarding awareness about the concept of organized retailing. Hence, they chose
the option 'Can't say'. Only 15 per cent respondents were those who were not at all aware about the
concept of organized retailing.
28
Daily Weekly Two times in a month Monthly
0
5
10
15
20
25
30
35
40
10
20
40
30
Column B

Analysis and discussion: From the results, it can be analysed that majority of respondents are aware
about the concept of organized retailing. This is aligned to the first objective of the study. Today,
there is a large section of the population in UK which is working and hence demand convenient
format for retail. Organized retailing provides convenience with respect to time, service and
availability of products. With the chain format of the retailers in UK, the customers are aware about
the concept of organized retailing. Moreover, majority of the retail sector in UK is organized retail.
This also contributes to the awareness of customers. However, there are respondents who lack
awareness about this concept. This may be due to lack of knowledge about retail sector and its
trends.
Most important factor for arising the need of organized retailing.
Attributes No. of customers Percentage
Change in customer expectations 12 30.00%
Number of working women increased 10 25.00%
Emerging rural market 7 17.50%
Growth of middle class consumers 5 12.50%
Increase use of electronic media 6 15.00%
Result: To attain the research objective which has related to determined the factors that influenced
the need of organized retailing, the researcher has included it in the questionnaire. From the above
mention table, it has been determined that 30% respondents were saying in the survey that changes
in customer expectations are the major reason of arising the need of organized retailing in ASDA.
29

On the other hand, 25% respondents were voting in the favour of increase number of working
women in the present time. Beside this, 17.50% respondents were responding that emerging of rural
market has encouraged the need of organized retailing. In the contrast of the above responses, 15%
respondents were saying that the increase of electronic media in the community has raised the
requirement of organized retailing. The rests were choosing the option of growth of middle class
consumers have developed the need of organized retailing in the present time.
Analysis and discussion: From the above stated result, it has been analysed that the maximum
responses have given by the respondents in the survey towards changing in customer perceptions.
From the literature review section, it has been found that perceptions of the consumers towards
buying the products from different stores has became changed. For saving the cost of shopping and
purchase the goods at lower prices has also be a reason of changing on customer expectations
(Srivastava, 2008). On the other side, in the present time, the number of working women in the
different business sectors has increased. They want all the goods and services under a single roof so
that they can save their time in shopping and utilized it in another works.
30

Beside this, the reason behind selecting the option of emerging of rural market has supported
by many of the respondents because they are more quality conscious. But from the primary
research, it has determined that there are huge potential in rural organized retailing retailers of
developing new strategies and products to meet the customer satisfaction level. Thus, the same
thing has required in urbanization area so that demand and satisfaction level gap can be reduced.
Hence, from the above discussion, it has been analysed that changes in customer expectations,
increase number of working women and emerging rural market are the major factors which raised
the need of organized retailing.
Customers are aware about the organized retailing concept adopted by ASDA
Response No. of customers Percentage
Yes 26 65.00%
No 4 10.00%
Can't say 10 25.00%
Results: When the respondents were asked about organized retailing of ASDA, 65 per cent were
aware about it. 25 per cent did not have a particular opinion about adoption of organized retailing
by ASDA. Only 10 per cent of respondents did not know about organized retailing concept of
ASDA.
31
Yes No Can't say
0
10
20
30
40
50
60
60
15
25 Column B

Analysis and discussion: From the results it can be analysed that majority of customers are aware
that ASDA has adopted organized retailing concept. This is in alignment with the second objective
which is to identify the most important elements which encourage purchase decisions of consumers
with respect to organized retailing. Secondary data also suggests that ASDA has segregated all the
items and brought them under one roof. This has provided convenience to the customers and made
them aware about the organized retailing that has been adopted by the organization. However, some
of the respondents are not completely aware that ASDA has adopted organized retailing concept.
From this it can be analysed that there is a requirement for ASDA to undertake activities and make
efforts to make customers knowledgeable about the modern trends undertaken by thy retailer.
Organized retailing concept of ASDA has brought changes in customer buying decision.
Attributes No. of customers Percentage
Agree 10 20.00%
Strongly agree 15 37.50%
Neutral 4 10.00%
Strongly disagree 5 12.50%
Disagree 6 15.00%
Result: The above mentioned table has defined that 37.50% respondents were saying that they are
strongly agree that organized retailing concept of ASDA has brought changes in customer buying
decision. On the other hand, 20% respondents were voting in the favour of agree option. Beside
this, 12.50% respondents were favour towards disagree option and saying that organized retailing of
32
Yes No Can't say
0
10
20
30
40
50
60
70 65
10
25 Column B

ASDA has not brought the changes in their perceptions of buying decision making process. The
rests respondents were selecting the other options and not agreed with the above stated statements.
Analysis and discussion: From the evaluation of the above result, it has been found that maximum
of the respondents have strongly agree that concept of organized retailing of ASDA has changed the
perceptions of customer in making buying decision. From the literature review, the researcher has
been identified that people are getting value of money from organized retailing concept of ASDA.
But from the research, the scholar has been explored that the income level of the customers has
became increased (Torkzadeh and Dhillon, 2002). Therefore, the consumers become attracted
towards organized retailing for buying the products. On the other hand, the reason behind
supporting the agree option by the respondents is rise of consumerism. The organized retailing
concept of ASDA has meet the demand of the customers and provide the convenient place of
purchasing. But from the observation and discussing with the services users, the researcher has been
found that they are disagree that organized retailing of ASDA has not able to brought the positive
changes in their buying decision. The reason which has given by many of the respondents that the
organized retailing has increased their expenses and they have brought unnecessary goods which
they have no requirement. Therefore, from the discussion, it can be concluded the organized
retailing has convey the positive changes in customer buying decision making.
availability of variety of products and store design encouraged customers to make purchases
from ASDA
Response No. of customers Percentage
Availability of wide range of products 14 35.00%
Store display and presentation of products 8 20.00%
33

Ambiance of store 4 10.00%
Additional facilities of entertainment for children 2 5.00%
Store design and layouts 12 30.00%
Results: The respondents were asked about the element which encouraged them the most to make
purchase from ASDA stores. 35 per cent had views that availability of wide range of products
encouraged them while 20 per cent believed that they were motivated by store design and layout. 20
per cent respondents felt that store display and presentation of products was the element which
encouraged them to purchase from ASDA stores. 10 per cent perceived the ambience of stores as
the motivating factors for purchase. Only 5 per cent of respondents had views that the made
purchases from ASDA stores because they provide additional facilities of entertainment for
children.
Analysis and discussion: From the results, it can be analysed that majority of respondents are
encouraged to make purchase from ASDA stores due to availability of wide range of products. This
is aligned to the third objective of the study. The objective is to determine the relationship between
organized retailing operations of ASDA and changing perception of people. Secondary data also
suggests that ASDA provides a wide variety of products all under one roof. People want shopping
experience to be convenient. They thus choose to shop from ASDA stores because they provide
convenience to the customers. All they consumer products are available to them at a single place
which helps in saving time. Along with this, the customers are also encouraged to purchase from
ASDA because of store layout and design. The design is such that it provides better presentation of
34
Availability of wide range of products
Store display and presentation of products
Ambiance of store
Additional facilities of entertainment for children
Store design and layouts
0 5 101520253035
35
20
10
5
30
Column B

products to the customers. There is proper segregation of products which facilitates the customers in
making purchasing decisions. Therefore, it can be analysed that there is strong relationship between
organized retailing operations of ASDA and change in customer perception. Various elements of
organized retailing adopted by ASDA such as effective store display and presentation of products as
well as ambiance of stores are responsible for bringing a change in the perception of customers.
Customer own perception towards organized retailing towards operations of ASDA.
Attributes No. of customers Percentage
Enjoyment in purchasing 6 15.00%
Reasonable cost of goods 12 30.00%
Maintained proper quality 4 10.00%
Convenient location 8 20.00%
Convenience of shopping 10 25.00%
Result: To determine the relationship between organized retailing operations of ASDA and change
in perception of people towards purchasing decision, the researcher has included the following
objective into the questionnaire. From the above table, it has been identified that 30% respondents
were saying that organized retailing operation of ASDA has provided the goods at the reasonable
costs. On the other side, 25% respondents were voting in the favour of convenience of shopping.
Beside this, 20% responses were selecting convenient location as their perception towards
organized retailing operation of ASDA. In the contrast of above mentioned statements, 15%
respondents were saying that they have enjoyed the purchasing from organized retailing of ASDA
which given them good experience.
35

Analysis and discussion: From the above result, it has been determined that the perception towards
the organized retailing operation of ASDA is availability of goods at reasonable price. The
researcher has been found in his research work that in organized retailing, customers can compare
the pricing and quality of the products of different brand. It helps them to select the right
commodities at the reasonable price. Similarly, the availability of the different brand products under
a single roof has provided the convenience of shopping to the services users without visiting the
unorganized retail outlets and wasting the time.
But from the literature review, it has been clear that most of the ASDA stores are
establishing near the large population areas. This thing has more important for the customer to visit
the organized retail stores of company for buying the goods (Vivek, Beatty and Morgan, 2012). In
addition to this, it has been explored from the following research that consumers are enjoying the
purchasing from organized retailing at ASDA stores because they get the wide range of
commodities and other additional benefits which has not given by any kind of unorganized retailing
company (Yee and Yazdanifard, 2014). Therefore, it has been clear from the above discussion that
cost of goods, convenience and location of stores are the major own perceptions of customers
towards organized retailing operations of ASDA.
Unnecessary purchase of goods is the major negative impact of organized retailing on
customers
Response No. of customers Percentage
Unnecessary purchase of goods 24 60.00%
Attraction towards discount on high volume products 10 25.00%
Expensive 6 15.00%
Results: The respondents were inquired about the major negative impact of organized retailing. 60
per cent had perception that organized retailing by ASDA leads to unnecessary purchase of goods.
25 per cent respondents feel that they are attracted towards discount on high volume products and
this is a major negative factor according to them. Only 15 per cent respondents feel that the major
negative impact of organized retailing is that it proves to be expensive.
Analysis and discussion: From the results, it can be analysed that majority of respondents have
perception that unnecessary purchase of goods is the major negative impact of organized retailing.
This is aligned to the first objective of the study which is to assess the factors that influence
organized retailing. As per the views of the respondents, organized retailing makes them purchase
unnecessary goods. This may influence their purchasing decision for organized retailing format of
ASDA. The secondary data also suggests that organized retailing has grown in UK because
36

customers expect to get superior quality products at low prices. However, as organized retailing
makes customers purchase unnecessary goods, it can negatively influence their purchasing
behaviour. This in turn would adversely impact customer perception in making purchases at ASDA.
Schemes and offers at ASDA stores encourages the customer to make purchase.
Attributes No. of customers Percentage
Yes 20 50.00%
No 15 37.50%
Can't say 5 12.50%
Result: To attain the objective in more effective manner related to most important element that
encourage purchase decision of customers, the researcher has included it in the questionnaire. From
the above mentioned table, it has been identified that 50.00% respondents were saying that the
different schemes and offers are offering by ASDA stores which encouraged them to make buying
decision. On the other hand, 37.00% respondents were voting in the favour of no option. The rests
of the responses were selecting another alternative.
37
Unnecessary purchase of goods
Attraction towards discount on high volume products
Expensive
0 10 20 30 40 50 60
60
25
15
Column B

Analysis and discussion: From the above result, it has been analysed that the various schemes and
offers offered by ASDA to its customers with the intention of encourage them to make regular and
more purchase. From the literature review, researcher has identified that ASDA has offered a loyalty
cards to its regular consumers. With the help of it, they have get the additional benefits on buying
the goods and services (Subramanian, 2015). In the contrast, it has been explored from the primary
research that company does not have any kind of loyalty cards for its customers. Firm has given
rewards to its regular service users for their loyalty by charging low prices on the products. Due to
this reason, most of the customers are like to choose to purchase from stores of ASDA. Therefore, it
has been clear that schemes and offers on the products on daily or weekly basis to encourage the
consumers for buying the goods from ASDA stores.
ASDA should adopt home delivery services as a part of organized retailing operations.
Attributes No. of customers Percentage
Yes 25 62.50%
No 10 25.00%
Can't say 5 12.50%
Result: The above enlisted table shows that 62.50% respondents were voting in the favour of ASDA
should adopt home delivery services as a part of organized retailing operations. On the other side,
25.00% respondents were not agree with the above stated alternative and select another choice. The
rests were choosing another option.
38

Analysis and discussion: The above result shows that majority of the respondents of ASDA has
selected yes option and they want that company should adopt home delivery services as a part of
organized retailing. The reason behind suggesting this alternative is to provide convenience to the
customers during the shopping. From the primary research, the researcher has been identified that if
ASDA is adopting home delivery option for consumer convenience then it will be beneficial for
them. They will do not required to carry the shopping goods all the time with them. In this context,
the researcher has been determined from his work if ASDA has followed home delivery of the
goods then it will attract the more customers and change their perceptions towards the organized
retailing shopping. With the help of this organized retailing operation, company will able to deliver
the convenience to the service users during the shopping.
ASDA should provide additional benefits to loyal customers as a part of organized retailing
operations
Response No. of customers Percentage
Yes 28 70.00%
No 2 5.00%
Can't say 10 25.00%
Results: The respondents were asked whether ASDA should provide additional benefits to loyal
customers to improve its organized retail operations. 70 per cent feel that ASDA should provide
benefits to its regular customers. This would help in improving its organized retail operations. 25
per cent respondents have no specific opinion about this suggestion. Only 5 per cent felt that
providing additional benefits to loyal customers would not help in improving organized retail
operations of ASDA.
39

Analysis and discussion: From the results, it can be analysed that majority of the respondents have
opinion that ASDA should provide additional benefits to loyal customers as a part of its organized
retail operations. Customers who regularly make purchases from ASDA stores expect that the
organization would respect their loyalty. In this regard, they would be more motivated to make
purchases from the retailer if the get any additional benefits from it. This suggests that provision of
additional benefits to loyal customers will have positive impact on the perception of customers in
making purchase decisions. They will be persuaded to buy from ASDA stores. Secondary data also
suggests that there is strong competition in the retail industry. Retailers are adopting various
approaches to attract customers and retain them. Therefore, it can be analysed that provision of
benefits to the regular customers will help in improving organized retail operations of ASDA stores.
Organized retailing influence purchase decisions by bringing various brands under the same
roof.
Response No. of customers Percentage
Strongly disagree 2 5.00%
Disagree 6 15.00%
Neutral 4 10.00%
Agree 24 60.00%
40
Yes No Can't say
0
10
20
30
40
50
60
70
70
5
25
Column B

Strongly agree 4 10.00%
Results: The respondents were asked whether organized retailing influences their purchase
decisions. 60 per cent respondents agree while 10 per cent strongly agree that organized retailing
influences the purchase decisions made by them by by bringing various brands of a product under
the same roof. 15 per cent cent disagree while 5 per cent strongly disagree to this. 10 per cent
respondents were neutral and did not have any specific opinion about it.
Analysis and discussion: From the results, it can be analysed that majority of respondents agree
that organized retailing influences their purchase decisions by bringing various brand of a product
under the same roof. This is aligned with the second objective of the study which is to identify the
most important elements that encourage purchase decisions of customers with respect to organized
retailing. It can be discussed that when customers get different brands of same product under one
roof, they are able to make better purchase decisions. This is because they are able to compare the
features of different brands and hence the most suitable brand can be purchased by them. In this
way, they feel that organized retailing facilitates them in making purchase decisions. From this it
can be analysed that they would prefer organized retailing as it would positively influence their
purchase decisions. It provides them convenience and saves their time.
Secondary data also suggests that convenience of shopping is the most important factor
which influences buying decisions of customers. ASDA stores provide all of its brands under one
roof thus making inconvenient to the customers. Hence, this influences their purchase decisions
positively and they are able to make purchases thereby saving time. However, there were
respondents who disagreed. They had views that as many brands of same product are available
under one roof, it leads to confusion. Moreover, presence of a number of brands at the same place
41
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
0 10 20 30 40 50 60
5
15
10
60
10
Column B

makes the customers compare them. This consumes a lot of time. As a result of this, customers find
organized retailing as time consuming and it takes a lot of time to make purchase decision.
Organized retailing influences the customer to make purchase as it offers quality products at
reasonable price.
Attributes No. of customers Percentage
Strongly disagree 4 10.00%
Disagree 5 12.50%
Neutral 3 7.50%
Agree 12 30.00%
Strongly agree 16 40.00%
Result: To attain the objective related to relationship between organized retailing operations ODF
ASDA and change in perception of customer, the researcher has included it in the questionnaire.
From the table, it has been found that 40% respondents were strongly agree that the organized
retailing operations of ASDA has offered quality goods at the reasonable prices which influenced
them to make purchase. On the other hand, 30.00% respondents were voting in the favour of agree
option that sometime they have influenced from low price-high quality of goods which has offered
by ASDA and make purchase. But in the contrast of the above statements, it has been explored that
10.00% respondents were strongly disagree that offer quality goods at reasonable cost by ASDA has
not influenced them to make buying decision. The rests were selecting the another alternatives as
per their perceptions.
Analysis and discussion: From the above stated result, it has been determined that maximum
42

respondents have strongly agreed with the offers quality products at reasonable prices of ASDA.
From the literature review section, the researcher has been identified that company has provided the
same product of different brands to its customers. The quality of these commodities has good and
the service users can compare the prices of various brands for making buying decision. But from the
primary research, the scholar has been explored that ASDA is having the good quality of products
and their prices are low as compare to its competitors costs (Sparks and Browning, 2011). Along
with this, firm has offered the various benefits and additional profit to the regular customers.
Therefore, the offers quality products at reasonable prices has influenced the consumers to make
purchase from organized retailing stores of ASDA.
Self service feature of organized retailing provides convenience
Response No. of customers Percentage
Strongly disagree 2 5.00%
Disagree 4 10.00%
Neutral 4 10.00%
Agree 26 65.00%
Strongly agree 4 10.00%
Results: The respondents were asked about convenience provided by self service feature of
organized retailing. 65 per cent agreed while 10 per cent strongly agreed that this feature provided
convenience to them. However, 10 per cent disagreed and did not find self service to be convenient.
An equal percentage of respondents were neutral. They neither agreed nor disagreed to the
statement. Only 5 per cent strongly disagreed to the statement.
43

Analysis and discussion: From the results, it can be analysed that majority of respondents agree and
feel that self service feature of organized retail at ASDA provides them convenience. This can be a
major factor which influences the purchase decisions. Secondary data also suggests that
convenience is the most important factor which encourages consumers and influences their
purchasing decisions (Srivastava, 2008). When customers are allowed to shop the way they want,
they feel more free. They can make appropriate and suitable decisions about the brand they want to
purchase. They are also relaxed to make decisions regarding the quantity to be purchased. All these
have significant impact on their purchase decisions. From this it can be discussed that organized
retail facilitates the customers in making appropriate purchase decisions. The customers feel that
they are able to make purchases which provide the value for money. This encourages them to
purchase products from supermarkets of ASDA which are based on organized retailing concept.
However, there were respondents who did not agree to the statement. It can be analysed that self
service feature makes them confused where they are not able to decide about making purchase.
Also, for some customers, it is inconvenient to make purchases themselves are they feel that it
consumes more time.
Organized retailing makes customers at ease by avoiding undue sales pressure
Response No. of customers Percentage
Strongly disagree 2 5.00%
Disagree 4 10.00%
44
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
0 10 20 30 40 50 60 70
5
10
10
65
10
Column B

Neutral 6 15.00%
Agree 22 55.00%
Strongly agree 6 15.00%
Results: The respondents were asked whether organized retailing makes them at ease by avoiding
undue sales pressure. 55 per cent agreed to this while 15 per cent strongly agreed. 15 per cent of
respondents were neutral and had no specific views regarding the statement. The neither agreed nor
disagreed. 10 per cent disagreed and felt that organized retailing which avoids undue sales pressure
by counter salesmen does not provide ease to them. Only 5 per cent strongly disagreed to the
statement.
Analysis and discussion: From the results, it can be analysed that majority of customers agree and
feel that organized retailing makes them at ease because it avoids sales pressure by counter
salesman. This is aligned to the third objective of the study which is to find out the relationship
between organized retailing operations of ASDA and change in the perception of people. From the
results, it can be analysed that customers feel that they are relaxed and at ease while making
purchase at organized retail stores. According to secondary data, ASDA has a number of
supermarket stores which operate in a manner to provide convenience to the customers. It can be
analysed that at supermarket stores, there is no pressure of counter salesmen on the customers. This
makes the buyer free to buy whatever he wants. It also provides convenience as the customers can
45
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
0 10 20 30 40 50 60
5
10
15
55
15
Column B

see the products on their own, analyse their features and make appropriate decisions by drawing
comparison. As there are no salesperson, the buyer is at ease because there is absence of undue sales
pressure. This facilitates the customers at making decisions as per their will. All these aspects
impacts the buyer's purchase decision and persuades him to buy the product at organized retailing
stores of ASDA. However, there were respondents who did not agree to the statement. According to
them, salesman is required so as to provide additional information about products and its usage.
Therefore, organized retailing does not influence them to make purchase.
46

CHAPTER 5: CONCLUSION AND RECOMMENDATION
5.1 Conclusion
The present dissertation has aim of analysing the impacts of organized retailing on customer
perceptions in making purchase decision. In the current time, the need of organized retailing has
increased. It has more important for unorganized retail companies to reorganized the business
structure with the purpose of meeting the customer demands. From the investigation, it can be
summarized that organized retailing operations of ASDA has played an essential part of changing in
customer perceptions towards making in buying decision. Organized retailing actually work like as
a retail stores and modify the services according to the need of the consumers. In the present day,
the purchasing patter of the service users has became changed. ASDA has offered the wide range of
goods and services to its customers at a reasonable prices. There are number of alternatives present
which improve the organized retailing operations of company in most effective manner.
Objective 1: Factors that influence organized retailing
The first objective of the following study was to assess the factors that influence organized
retailing of ASDA. The result obtain from data analysis section, it has been identified that there are
various elements which raised the needs of organized retailing in the retails sector. Growth of
middle class customers, increase the number of working women, elimination of intermediaries from
distribution channels, emerging rural market, raising in income, changes in customer expectations
etc are major responsible factors which define the need of organized retailing in retail industry. The
result of this is it has helped in reducing the demand gap in community and meet the satisfaction
level of the customers. Therefore, the data analysis shows that changing in customer expectations,
increase number of working women and emerging rural market are the main factors of raising the
need of organized retailing in ASDA.
Objective 2: Most important elements that encourages purchase decision of customers with
respect to organized retailing of ASDA
The second objective was determine the most important elements that encourages purchase
decision of customers with respect to organized retailing of ASDA. In the context of second
objective, the outcomes of data analysis suggested that schemes and offers are the major
components which encourage purchase decision of customers to make purchase from ASDA stores.
Most of the consumers like to visit organized retail outlets of company for shopping purpose.
Beside this, organization has charged the lower prices of the products from loyal and regular
customers. This thing has also encouraged them to make purchase from ASDA stores. On the other
hand, the availability of wide range of different brand products, convenience of shopping, location
47

of stores, social factors, personal characteristics, store design and layouts, different promotional
schemes, discounts etc of ASDS has encourages purchase decision of consumers to buy the goods
from company organized retail stores. The data analysis also suggested that variety of products and
store deigns and its layout are the major important factors of encourages purchase decision of
consumers. These all factors influenced the buying decision of the service users to purchase the
commodities from organized retailing stores of ASDA.
Objective 3: Relationship between organized retailing operation of ASDA and changes in
perception of customers
The third objectives was relationship between organized retailing operation of ASDA and
changes in perception of customers. From the data analysis, it has been concluded that company has
provided the quality products at reasonable price to the customers. This operation has became
changed the perceptions of consumers. In the organized retail stores of ASDA, the service users
have compared the prices and quality of the goods of different brands. In addition to this, it has been
also determined that the various creative services, make the direct contact with the customers,
effective marketing strategy, changing in post buying behaviour of the consumers etc are some
operations of organized retailing of ASDA which help the firm to bring the changes in perceptions
of the customers in making buying decision. It has directly affected consumer buying behaviour
which leads to they have enjoyed the shopping at the stores. Therefore, it can be concluded that
high quality-low price organized retailing operation of ASDA has the strong relationship with the
changing in customer buying decisions.
In the nutshell, the overall conclusion of following dissertation is ASDA has adopted
organized retailing concept for its business. Most of the customers have preferred to visit the
organized retail stores of company for buying the goods and services. Changing in customer
expectations, increase number of working women and emerging rural marketing the major factors
of arising the need of organized retailing in retail sector. On the other hand, the different
promotional schemes such as discounts, loyalty cards, charge less prices for regular customers etc
are most important elements that encouraged purchase decision of customers. It has also changed
the opinion of the services users towards organized retailing concept of ASDA. There is a strong
relationship between organized retailing operations and change in consumer perceptions in making
purchase decision. The improved organized retailing operational activities of ASDA has more
helpful in bring the changes in service users opinions and encouraged them to buy the goods and
services from ASDA organized retail stores.
48

5.2 Recommendations
From the data analysis, it has been found that ASDA has adopted organized retailing concept
for its different retail stores. It has been concluded that the following concept has brought the
positive changes in the customer perceptions in making purchasing decision from organized retail
outlets (Sparks and Browning, 2011). But there are several areas which can bring more
improvement in existing organized retailing operations of ASDA. In this context, there are some
recommendations for the organization to improving various organized retailing operational
activities and changing consumer perceptions in making purchase decision are as follows.
Adopt omnichannel retailing strategy: For establishing the contact with the customers always,
ASDA should adopt omnichannel retailing framework. In this, company should connect with users
via multiple channels so that important information will be easily exchange (Srivastava, 2008). For
example, if a consumer want to take a view of a particular product on online, buying it from
ordering by phone and return it by just dropping it at the stores, he can do such activities in a
smooth and easier manner.
Provide more personalized in-store experience: ASDA should launch an mobile application for the
users where the customers will get the customized messages about the availability of the goods and
new offers (Torkzadeh and Dhillon, 2002). For instance, when service users arrive at the gate of the
store, the application will deliver all the information about the store specific deals. The tailored
offers will also notify to the customers time to time. Therefore, with the help of such method,
ASDA will able to deliver more personalized in-store experiences to its consumers.
Organized different loyalty programs: ASDA should organized the various loyalty programs for the
customers which help in create the awareness in the customers about the benefits of organized
retailing. Along with this, a loyalty cards should be issues to those consumers which are regular
clients of ASDA. With the help of it, the new service users will attract towards the company
programs and changing in making purchase decisions (Elliott and Speck, 2005).
Increase use of social media: ASDS should increase the use of different types of social media and
make it as a part of organized retailing operation (Vivek, Beatty and Morgan, 2012). It will help in
stay remain in contact with the services users all the time and understand their needs. For example,
with the use of Pinterest as a marketing tool. Under this social media, the products has to be
categorized into the different segments so the services users search the require object in most
effective manner. Therefore, by increasing use of social media, ASDA should improve organized
retailing operations and changes in perceptions of customer in making buying decision in
appropriate way (Yee and Yazdanifard, 2014).
Adopting additional services: ASDA should provide additional services to the customers for their
49

convenience. The better extra services of the company will help in bring the changes in consumer
perceptions in making purchase decision towards organized retailing of ASDA stores. For example,
by providing the home delivery services of the shopped goods to the service users, it will create a
new and good image in customer mind (Subramanian, 2015). Along with this, the self service
strategy will also help in selecting the required product from the shelf. Therefore with the help of
following few additional services as a part of organized retailing operations, ASDA will improve
the business operational activities and changing in customer perceptions in making purchasing
decision.
5.3 Future research areas
The present research has based on impact of organized retailing on customer perception with
the respect of ASDA. Current study will help future researchers who wants to conduct the
investigation on organized retailing. This research will be carried out for other retailing
organizations of UK such as Tesco, Sainsbury, Next PLC, William Morrison, Marks and Spencer
etc. These companies are the top retail firms of UK and run its business across the world. To take
the competitive advantages as well as increase the market share, such retail firms have required to
adopt organized retailing. It will help the researchers to understand the customer perceptions and its
impact on organized retailing.
On the other hand, another future research area of research is different factors which arising
the need of organized retailing in ASDA. It will help the scholars to understand the responsible
elements that influence the need of organized retailing. Beside this, another future research area can
be components which encourages the customers to make purchase decisions and buying the goods
from organized retail stores of ASDA. The reason of suggesting this area is there are various areas
of organized retailing that requires to give attention by the management of ASDA which influence
the buying decision of the consumers.
5.4 Research limitations
Every research study has contain various limitation and for the researcher, it has important
has to resolve them as soon as possible. In the present research, the scholar has faced the different
research limitations and he has taken the several actions to solve them so that the study can be
carried out in the right manner (Goddard and Melville, 2004). Some research limitations are as
follows.
Time consuming: The present research was taking long time to complete because there were many
techniques and tools such as questionnaire, review of different secondary sources of information etc
which was very time consuming. Therefore, it was not possible to conduct the investigation in more
50

depth. In this context, the time based activity method has been adopted by the researcher in which
the different activities have been divided with specific time limitations (Kumar, 2014).
Sampling error: For conducting the researcher, the researcher has used probabilistic sampling
technique to complete the study of entire population of customers of ASDA. But, scholar was not
completely sure that in the research, every customer of company was including or not in the list of
respondents (Martin and Guerin, 2006). Hence, the sampling error might be raised which may be
affect the research work of the researcher. In this context, the scholar has given unique code to all
the respondents. It has ensure that every customer has taken part in the research.
Lack of secondary information: During conducting the research, the researcher has faced the
problem related to lack of secondary information about organized retailing and its relation with
customer perceptions in making purchasing decisions. Therefore, the historical review of similar
topic is very less (Sobh and Perry, 2006). The researcher has faced the difficulties in collect the
appropriate literatures of the particular topic. To resolve this issue, the investigator has adopted the
primary data collection method to made the research more proper, effective and solve the less
availability of secondary information.
51

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55

QUESTIONNAIRE
Demographic information
Name ___________
Age__________
Gender _________
1. Which one is the most suitable shopping method for you for shopping from ASDA?
 Shopping via organized retail stores
 Shopping via online stores
2. How often you have visited ASDA stores for purchasing?
 Daily
 Weekly
 Two times in a month
 Monthly
3. Are you aware of the concept of organized retailing?
 Yes
 No
 Can't say
4. According to you, which factor has been most important for growth of organized retailing?
 Growth of middle class people
 Increase number of working women
 Emerging rural market
 Entry of corporate and foreign retailiers
 Increase use of electronic media
5. Are you aware that ASDA has adopted organized retailing concept?
 Yes
 No
 Not yet
6. At which extent, do you agree that organized retailing concept of ASDA has brought changes in
your buying decision?
 Agree
 Strongly agree
 Neutral
 Strongly disagree
56

 Disagree
7. Which element has encouraged you the most for making purchase decisions from ASDA stores?
 Availability of wide range of products
 Store display and presentation of products
 Ambiance of store
 Additional facilities of entertainment for children
 Store design and layouts
8. What is your own perception towards organized retailing operations of ASDA?
 Enjoyment in purchasing
 Reasonable cost
 Proper quality maintained
 Convenient location
 Convenience of shopping
9. Which form of organized retailing used by ASDA ?
 Hypermarkets
 Supermarkets
 Departmental
 Speciality chains
 Malls
10. What is a major negative impact of organized retailing at the time of making purchase from
ASDA
 Unnecessary purchase of goods
 Attraction towards discount on high volume products
 Expensive
11. Do you think that shcemes and offers at ASDA stores encourage you to make purchase?
Yes
No
Can't say
12. Do you feel that ASDA should adopt home delivery services as a part of organized retailing
operations to provide convenience?
 Yes
 No
 Can't say
13. Do you feel that ASDA should provide addiotional benefits to loyal customers as a part of
57

organized retailing operations?
 Yes
 No
 Can't say
Kindly mark the responses rto the folowing statements to indicate your level of agreement.
14. Organized retailing influnece purchase decisions by bringing various brands under the same
roof.
 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree
15. Organized retailing influences you to make purchse as it offers quality products at reasonable
prices.
 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree
16. Self service feature of organized retailing provides convenience.
 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree
17. Organized retailing makes customers at ease by avoiding undue sales pressure by counter
salesmen.
 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree
18. Please provide your valuable suggestions to improve customer purchase experiece at ASDA.
____________________________________________________________________
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_____________________________________________________________________
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