ASB-2109: Analyzing Customer Perceptions of Waitrose Produce

This report provides a comprehensive market research analysis of Waitrose, a British supermarket chain, focusing on customer perceptions of organic and free-range products. It examines Waitrose's position in the UK market, highlighting key success benchmarks and utilizing secondary data sources for background analysis. The research objectives center on understanding customer perceptions of organic versus free-range products and their impact on purchase intention. The report includes SPSS dataset analysis, exploring customer insights, testing associations between purchase frequency and customer demographics, and correlating purchase intentions with customer views on organic and free-range produce. Marketing implications are discussed, along with critiques of the research design and questionnaire. The study uses statistical tests like Chi-square and correlation analysis to derive meaningful conclusions about customer behavior and preferences related to Waitrose's product offerings.