This report presents a comprehensive analysis of WM Morrison's discount retail business, incorporating both primary and secondary data. The research methodology includes surveys, questionnaires, and statistical tools like mean, median, mode, standard deviation, variance, quartile, and correlation. The report examines consumer behavior, preferences for discounts, and store visit frequency. It compares Morrison's performance with competitors such as JS Sainsbury's, LIDL Ltd, and ALDI, analyzing sales figures and growth rates from 2009 to 2013. The findings reveal insights into consumer purchasing habits, the impact of quality and value, and the overall market position of Morrison's, highlighting areas for improvement and potential threats from competitors like Aldi. The study includes detailed calculations, interpretations, and graphical representations to support the conclusions, offering a thorough understanding of the retail landscape and consumer dynamics.
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