Business Decision Making: Aldi Supermarket Primary and Secondary Data

This report provides a comprehensive analysis of Aldi's business decision-making process. It begins with an introduction to business decision-making and its significance, followed by an in-depth examination of primary data collected from 20 Aldi customers. The primary data analysis explores customer awareness, demographics (age, gender, education), spending habits, income levels, frequency of purchases, and opinions on discounts, product ranges, and online platforms. The report then transitions to secondary data analysis, discussing Aldi's market position, competitor analysis (Sainsbury's, M&S, Next, T.K. Maxx), and financial performance, including share prices. The report concludes with recommendations and a conclusion based on the findings, supported by references and an appendix containing data visualizations and survey results.

BUSINESS
DECISION MAKING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1: PRIMARY DATA COLLECTION AND ANALYSIS...................................................1
TASK 2 Secondary data collection and analysis ..........................................................................14
Gross profit margin and operating profit margin of companies operating in market. ..............15
RECOMMENDATION & CONCLUSION .................................................................................17
REFERENCES..............................................................................................................................19
APPENDIX....................................................................................................................................20

INTRODUCTION
Business decision-making is an effective process which is significant in analysing the
necessary and relevant set of information in order to take decision and attain common goals and
objectives. This study will highlight on the primary and secondary data collection and analysis.
Aldi is considered to be as a discount supermarket chain which was founded in the year 1946 by
Karl and Theo Albrecht.
TASK 1: PRIMARY DATA COLLECTION AND ANALYSIS
Theme 1: Yes, maximum number of participants are aware about the company Aldi.
PARTICULARS NUMBER OF
PARTICIPANTS
% OF PARTICIPANTS
Yes 14 70.00%
No 4 20.00%
Maybe 2 10.00%
TOTAL 20 100.00%
Yes No Maybe
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
70.00%
20.00%
10.00%
% OF PARTICIPANTS
Interpretation: From the above carried out research from 20 customers of the Aldi
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company. Among which, 70.00% sought to establish the fact that, Aldi is considered to be as a
discount supermarket chain. Most of the participants know about the brand as it has stores in
across 20 countries.
Theme 2: Maximum number of participants belong to the age group of 18 to 30 years.
PARTICULARS NUMBER OF
PARTICIPANTS
% OF PARTICIPANTS
18 to 30 years 8 40.00%
30 to 45 years 6 30.00%
45 to 55 years 4 20.00%
More than 55 years 2 10.00%
TOTAL 20 100.00%
40.00%
30.00%
20.00%
10.00%
18 to 30 years
30 to 45 years
45 to 55 years
More than 55 years
Interpretation: From the above carried out research from 20 customers of the Aldi
company. Among which, 40.00% sought to establish the fact that, participants who belong to the
age group of 18 to 30 years are more active in participating in research and have significant
degree of knowledge to attain objectives related with Asda study.
2

Theme 3: Maximum number of participants are female.
PARTICULARS NUMBER OF
PARTICIPANTS
% OF PARTICIPANTS
Male 7 35.00%
Female 10 50.00%
Bisexual 3 15.00%
TOTAL 20 100.00%
Male Female Bisexual
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.45
0.5
35.00%
50.00%
15.00%
% OF PARTICIPANTS
Interpretation: From the above carried out research from 20 customers of the Aldi
company. Among which, 50.00% of the people are female participants who are more likely to
make purchases from the Aldi supermarket.
Theme 4: Maximum number of participants have completed Post graduation as educational
qualification.
PARTICULARS NUMBER OF
PARTICIPANTS
% OF PARTICIPANTS
Higher education 3 15.00%
3

Graduation 7 35.00%
Post graduation 10 50.00%
TOTAL 20 100.00%
15.00%
35.00%
50.00% Higher education
Graduation
Post graduation
Interpretation: From the above carried out research from 20 customers of the Aldi
company. Among which, 50.00% of participants have post graduation as educational
qualification. They have complete knowledge about the market and helps in taking independent
decision on the services offered by the company and its competitors.
Theme 5: Maximum number of participants spend £500 to £700 on the products of Aldi
annually.
PARTICULARS NUMBER OF
PARTICIPANTS
% OF PARTICIPANTS
£100 to £300 2 10.00%
£300 to £500 5 25.00%
£500 to £700 9 45.00%
4

More than £700 4 20.00%
TOTAL 20 100.00%
Interpretation: From the above carried out research from 20 customers of the Aldi
company. Among which, 45.00% participants spend £500 to £700 on the products of Aldi
annually. This helps in gaining wide set of product range to maintain personal status of an
individual and meet their needs and requirements.
Theme 6: The income level of the maximum participants is within the range of £1200 to £1500
every month.
PARTICULARS NUMBER OF
PARTICIPANTS
% OF PARTICIPANTS
£500 to £800 3 15.00%
£800 to £1200 5 25.00%
£1200 to £1500 8 40.00%
More than £1500 4 20.00%
TOTAL 20 100.00%
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Interpretation: From the above carried out research from 20 customers of the Aldi
company. Among which 40.00% sought to establish the fact that, their income level per month
is within the range of £1200 to £1500. This way it is useful in maintaining standard of living.
Theme 7: Maximum number of participants make purchase from Aldi company often.
PARTICULARS NUMBER OF
PARTICIPANTS
% OF PARTICIPANTS
Often 12 60.00%
Less often 2 10.00%
More often 6 30.00%
TOTAL 20 100.00%
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Often Less often More often
0
0.1
0.2
0.3
0.4
0.5
0.6
60.00%
10.00%
30.00%
% OF PARTICIPANTS
Interpretation: From the above carried out research from 20 customers of the Aldi
company. Among which, 60.00% sought to establish the fact that, they make purchase from the
Aldi company more often because it is the most trusted brand and it encourages the loyalty of the
customers. This encourages the customers to purchase more.
Theme 8: Highly agreed, heavy discount rates attract more customers from across the UK.
PARTICULARS NUMBER OF
PARTICIPANTS
% OF PARTICIPANTS
Agreed 4 20.00%
Highly agreed 11 55.00%
Disagreed 2 10.00%
Highly disagreed 1 5.00%
Neutral 2 10.00%
TOTAL 20 100.00%
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20.00%
55.00%
10.00%
5.00%
10.00%
Agreed
Highly agreed
Disagreed
Highly disagreed
Neutral
Interpretation: From the above carried out research from 20 customers of the Aldi
company. Among which, 75% (20% + 55%) sought to establish the fact that, heavy discount
rates is useful in attracting the large number of customers from across UK because it motivates
them to do bulk shopping at a comparatively lower price. It helps in attracting large number of
customers and results in increase in sales and profitability.
Theme 9: Luxury goods at reasonable price is the key reason customers get attracted towards
the discount supermarkets.
PARTICULARS NUMBER OF
PARTICIPANTS
% OF PARTICIPANTS
Heavy discounted products 6 30.00%
Luxury goods at reasonable
price
9 45.00%
Bulk shopping 5 25.00%
TOTAL 20 100.00%
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30.00%
45.00%
25.00%
Heavy discounted products
Luxury goods at reasonable
price
Bulk shopping
Interpretation: From the above carried out research from 20 customers of the Aldi
company. Among which, 45.00% sought to establish the fact that, customers are getting luxury
goods at a highly reasonable price. This helps the customers in saving huge amount on the
products by attracting them towards a supermarket. It also helps in increasing the customer base
and leads to higher success for the company.
Theme 10: Highly agreed, strong Christmas sales tends to attribute towards greater demand
and sales of the premium range.
PARTICULARS NUMBER OF
PARTICIPANTS
% OF PARTICIPANTS
Agreed 2 10.00%
Highly agreed 12 60.00%
Disagreed 3 15.00%
Highly disagreed 1 5.00%
Neutral 2 10.00%
TOTAL 20 100.00%
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10.00%
60.00%
15.00%
5.00%
10.00%
Agreed
Highly agreed
Disagreed
Highly disagreed
Neutral
Interpretation: From the above carried out research from 20 customers of the Aldi
company. Among which, 70% (10% + 60%) sought to establish the fact that, products
discounted for up to 50% has resulted in strong Christmas sales and they attribute customers
towards greater degree of sales and profitability of the company.
Theme 11: Yes, offering ideal product ranges in a value orientated way helps in creating
supermarket brand.
PARTICULARS NUMBER OF
PARTICIPANTS
% OF PARTICIPANTS
Yes 14 70.00%
No 5 25.00%
Maybe 1 5.00%
TOTAL 20 100.00%
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