Market Research Report: Victoria Centre - Consumer Behavior Analysis

This market research report provides an analysis of Victoria Centre, a shopping center in Nottingham, England, focusing on its competitive landscape, market intelligence, and consumer behavior. The report highlights key competitors like Broad Marsh Centre and John Lewis, and examines market forecasts indicating growth in the UK grocery and food sector, particularly in online and discount channels. Consumer behavior trends such as digital technology adoption, online shopping, and home delivery services are discussed, along with the demographic profile of Nottingham's population, including income levels and student presence. The report emphasizes the increasing demand for healthy food options, especially sugar-free products, and the need for food retailers to adapt to evolving consumer preferences to stay competitive. The report also references various sources for the market analysis.

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Introduction.
Victoria Center is a shopping center in Nottingham England. Currently, it is also known
by the name Intu Victoria Center (Dennis et al, 2012). It comprises of chain stores, and fashion
as well as restaurants, cafes, fitness center, and the Nottingham Victoria bus station. It also has
an indoor greenmarket that trades in a variety of goods, including fresh food, meat, and fish.
There are also specialty stalls selling items such as books, haberdashery, home decoration items,
and jewelry.
Competition.
The main competitors in the neighborhood are Broad Marsh Center and John Lewis retail
which offers home furnishing such as furnishing fabrics, duvets, pillows, roller blinds, and voile
services. It also provides a variety of products which include home-prepared meals. Gourmet
food, healthy meals, groceries and snacks
Market Forecast/Market Intelligence.
Food retailers have to be sensitive and proactive in changing consumer behaviors
especially consuming healthy foods, i.e. foods with no sugar and consumption of vegan foods
(Freeland-Graves & Nitzke 2013). Sugar-free food demand has increased steadily due to various
factors including urbanization, increment in the discretionary spending on processed foods,
sedentary or less active lifestyles which have led to increased incidences of lifestyle disorders.
World Health Organization has also conveyed that excessive sugar intake is a risk factor for
diseases like diabetes, obesity and cardiovascular ailments and therefore endorsing a decreased
ingestion of added sugars from 10 to 5 percent of daily energy portion in the diet (Levine &
Stillman 2019).

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In entire Great Britain alone since April of 2019, there has been a sugar tax on all soft
drinks. In other European countries as well as Latin American, nutrition traffic lights on
wrapping alert clients to the sugar percentage in foods. The food retailers, therefore, have to stay
up-to-date on health and wellness considerations and go far beyond just offering food but get
into offering customers nutrition management and therefore offering sugar-free foods would be
the best area to expand into.
Market Intelligence for Revenue Forecast.
According to the recent forecast by IGD.com research organization, the UK grocery, and
food sector is predicted to increase by 24.1billion pounds or a percentage of 12.5 by 2024, which
will bring the market to a value of 217.7 Billion pounds (Lomax, 2013). Superstores and
hypermarkets will contribute for half of the marketplace (50.1%) by 2024. Virtual and the
discount will enlarge nearly two-thirds of cash progress and will increase their collective
marketplace share from 18.6% to 23.4% in the coming five years.
Consumer behavior.
The main trends currently obvious in worldwide food retailing trade include the use of
digital know-how and internet marketing. Food retailers have to be very responsive to perpetual
vicissitudes in consumer behavior to appeal to customers and give them suitable goods and
services at prices they are willing to pay.
According to Simon Wainwright, Director of Insight at IGD, said: "Progression in over
internet channel will come from various ways. First and foremost, new entrants are inflowing the
platforms such as Amazon and meal box machinists such as Hello Fresh, Gousto and Mindful
Chef. Faster and more expedient preferences to purchase for foodstuffs virtually are being

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hosted, such as Sainsbury's, Ocado and Amazon all placing orders in an hour’s time and
broadening the convenience of conveying to customers. From a customer viewpoint, the key
profits of purchasing more online in the future are a convenience, saving time and good value.
This survey informs us that over the internet purchasing is favorite the most customers for
foodstuffs and groceries, with online consumers redeeming 23 minutes approximately while
purchasing virtually than when they do the purchasing in a big store."
Another trending consumer behavior is home delivery services of food and groceries and
this will continue to be adopted by more consumers in the future. Food retailers should,
therefore, continue to be more innovative in this platform especially by developing mobile apps
that are more accessible and convenient for customers.
The income of the population around the Store.
Considering that our stores are in Nottingham, we shall consider the general population in
the city. Generally, the population of Nottingham is fairly young, with 28% of the populace
ranges within 18 and 29, in comparison to 16% nationwide. 31% are 45 years of age and above,
compared with 42% countrywide (Pounds, 2014). This can be explained by the element that
Nottingham has two main institutions of higher learning having approximately 60,000 students.
Bestowing to the latest UK government, Nottingham dwellers have less disposable revenue than
all cities in the UK. This is attributed to a high number of students living in the city and city's
tight boundaries which means many of the suburbs and more wealthy areas like West Bridgford
and Beeston, where people have more cash to spend, are excluded in the city figures.

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References
Coley, D., Howard, M., & Winter, M. (2009). Local food, food miles and carbon emissions: A
comparison of farm shop and mass distribution approaches. Food policy, 34(2), 150-155.
Dennis, C., Murphy, J., Marsland, D., Cockett, T., & Patel, T. (2012). Measuring image:
shopping centre case studies. The International Review of Retail, Distribution and
Consumer Research, 12(4), 355-373.
Freeland-Graves, J. H., & Nitzke, S. (2013). Position of the academy of nutrition and dietetics:
total diet approach to healthy eating. Journal of the Academy of Nutrition and
Dietetics, 113(2), 307-317.
Lomax, S. C. (2013). Nottingham: The Buried Past of a Historic City Revealed. Pen and Sword.
Levine, R. S., & Stillman-Lowe, C. R. (2019). The scientific basis of oral health education.
Springer.
Pounds, N. J. G. (2014). The culture of the english people: iron age to the industrial revolution.
Cambridge University Press.