The impact of organized retailing on customer perception in making purchased decisions: A case study
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Added on 2023-04-22
The impact of organized retailing on customer perception in making purchased decisions: A case study
Added on 2023-04-22
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The impact of organized retailing on
customer perception: A case study of
ASDA
1
customer perception: A case study of
ASDA
1
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
2
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
2
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
3
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
3
Illustration Index
Illustration 1: Conceptual frameworks of literature review................................................................10
4
Illustration 1: Conceptual frameworks of literature review................................................................10
4
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
5
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
5
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.
6
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.
6
To suggest some new techniques to change consumer perception in the area of organized
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
7
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
7
decision of purchasing. Along with this, the different kinds of theories will be used by the
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.
8
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.
8
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