rmt report final
Post on 31-May-2018
219 Views
Preview:
TRANSCRIPT
-
8/14/2019 Rmt Report final
1/31
RESEARCH METHODS AND TECHNIQUES REPORT
BAHRIA UNIVERSITY KARACHI CAMPUS 1
Letter of Transmittal
May 26, 2008
Mr. Ch. Sohail
Research Methods and Techniques
Bahria University
Karachi.
Dear Sir,
Here is the report based on Why are supermarkets preferred over small retail stores, which
you had authorized and is ready for your perusal.
Through this report weve got a chance to learn a lot about the customer preferences at
supermarkets and what are the basic factors due to which they prefer shopping from the
superstores rather than the retail stores
If there be any clarification demanded, we would appreciate a call from you to our group
members.
Sincerely,
Ahsan Faheem (10020)
Maaz Khalid (9981)
M. Usman Badar (9992)
-
8/14/2019 Rmt Report final
2/31
RESEARCH METHODS AND TECHNIQUES REPORT
BAHRIA UNIVERSITY KARACHI CAMPUS 2
Acknowledgements
All praise is to Allah who makes everything possible in the universe and beyond.
First of all, we would like to thank Allah, who helped us with everything and made everything
come together, then our parents and family who have always supported us in every good thing
that we do.
We are greatly thankful to our course instructor for Research Methods and Techniques, Mr. Ch
Sohail, who provided us clear concepts and a strong foundation of understanding for the
subject. He made the course a valuable learning experience for all of us and made us grow as
learned individuals. We would also like to thank our University; The Bahria University has been
a great learning place with different academic and extra-curricular experiences, all contributing
to our growth as students.
Lastly we would like to thank our fellow classmates for making this learning experience a
thoroughly productive and enjoyable one.
Hopefully this report will serve a good purpose.
Thank you,
Ahsan Faheem (10020)
Maaz Khalid (9981)
M. Usman Badar (9992)
-
8/14/2019 Rmt Report final
3/31
RESEARCH METHODS AND TECHNIQUES REPORT
BAHRIA UNIVERSITY KARACHI CAMPUS 3
Introduction
Retailing in Pakistan:
Retailing in Pakistan, and for that matter in most of the Third World Countries, has traditionally been a
small scale business, meant mainly for small and less or not educated entrepreneurs. Till late sixties,
large scale retailing institutions like Super Markets, Departmental Stores and Discount Houses were
unheard of in Pakistan.
However, utility Store and canteen stores Department, a type of mini super markets, are functioning
since the time of independence; but these stores were mutual benefit stores for service of government
servants and Defense Services personnel respectively.
In late sixties, in Lahore, a super market chain with the name of COOP stores was introduced. The CSD
still remains a mutual benefit store but utility stores have been opened to general public. The chain of
COOP store of Lahore was later taken over by Utility Stores Corporation of Pakistan.
In the rural areas of Pakistan, the retailing still follows the same traditional "HUTTI' system small
shops which provide very necessary daily use items to the villagers from available stores. These days
almost all grocery items, cosmetics, vegetable ghee, and other essential items including shelf medicines
are available on HUTTIES, but back in fifties rather till late in sixties very few items could be procured
from these HUTTIES.
In the urban areas of Pakistan, almost all types of related outlets exist. The introduction of sector wiseplanned markets in the newly planned modern city of Islamabad the capital, gave new dimensions to
modern retailing in Pakistan. Thereafter almost in all other cities and new towns of Pakistan, where a
new residential locality had to be developed, special emphasis was given to plan retail markets in a
proper way.
The main retail urban outlets are:
Small retailers
Large retailers/ wholesale retail stores
Department stores
Super markets Utility stores
Cooperative stores
Medical & general stores
Specialty stores
Friday, Tuesday or Sunday Bazaars
-
8/14/2019 Rmt Report final
4/31
RESEARCH METHODS AND TECHNIQUES REPORT
BAHRIA UNIVERSITY KARACHI CAMPUS 4
Small Retailers:
These are very similar to HUTTIES found in the rural areas of the country. Normally these types of stores
are located in suburbs of the cities and towns and take care of the demands and requirements of the
people living in that area.
Super Markets:
A supermarket is a departmentalized food store. Pakistan entered the super market era at a time when
some western European countries were moving from super market to 'Hyper mart'. The first
supermarket in Pakistan was opened at Karachi in 1968. During last 27 years quite a few of them have
sprung up, but most of these are more like mini super markets rather than full fledged supermarketswith intensive and extensive product mix. Even food items like meat, fresh fruits, are not available withmost of them.
Role of Supermarkets:
Supermarkets simply meet the needs of consumers as cost effectively as possible, while acting within
the bounds of ever-extending legislation, therefore in large part their behavior simply reflects the
desires of consumers and government. Larger retailers do exert significant "buyer power" which can be
destructive, more carefully thought out rules on Trade Justice and allowable ethics in international trade
could well reduce this. Recent consumer interest in Fair Trade has lead to a "rush to Fair Trade" by many
retailers and supermarkets which is welcomed, but there is no saying whether it will last or not, assupermarkets will always be ready to throw fair trade products out of the door to replace them with
products that meet the needs of the next wave of consumer interest.
Despite the low purchasing power of the majority of Pakistani consumers, multinational
companies dominate sales in the household care market. This is because those consumers who
do buy household care products are affluent enough to afford the goods offered by foreign
multinationals, which they buy through supermarkets and hypermarkets in urban areas. The
multinationals also benefit from the perceived higher quality of their goods, and the lack of
domestic competitors. This is underpinned by their capacity to invest more in advertising and
promotional campaigns aimed at boosting consumer awareness of their products
-
8/14/2019 Rmt Report final
5/31
RESEARCH METHODS AND TECHNIQUES REPORT
BAHRIA UNIVERSITY KARACHI CAMPUS 5
Global retailers eye on Pakistani market:
Pakistan's economy is yet in its infancy when compared to the role, scope and impact of retailing giants
of the developed world. Retailing is about the economies of scale. It is not the per unit profit on
merchandize, but the profit on volume and the time span within which it is made; that is at the core of
the retailing. The reasons for retailers from the developed world to set up stores in developing countries
are apparent. The home turf represents mature markets where scope for expansion is restricted. While
immensity of scale, size, space and number of products offered for sale are the salient features of
modern retailing, the key to success lies in economies of scale in purchasing and selling the goods.
For developing countries like Pakistan, retailing in the afore-depicted sense is a matter of time. With
world-wide progressive applicability of the regulations and procedures of WTO, rising incomes creating
urban middle class in developing countries, emergence of mass marketing retailing outlets as entirely
foreign-owned or as joint-ventures with local entrepreneurs appears to be inevitable.
Benefits of such retailing are immense for the consumer, with generally assured quality of products and
competitiveness of prices. Retailing has the potential to be a boon for the consumers, provided state
institutions act as regulators with imbibed sense of integrity.
Mass consumer marketing can generate massive economic benefits both for the operator, nativemanufacturers of the products as well as for the consumers and social benefits for the community and
the economy at large.
It can be a great impetus not only for commerce but also for the manufacturing sector to observe
discipline, integrity and commitment as to the standards and norms of respective products to open up
foreign markets via the retailer.
-
8/14/2019 Rmt Report final
6/31
RESEARCH METHODS AND TECHNIQUES REPORT
BAHRIA UNIVERSITY KARACHI CAMPUS 6
Research Process at a Glance
Our research was based on several steps and through an entire process we have concluded certainresults. The research process included the following steps:
At the initial stages we had an idea of growing trends of supermarkets in Pakistan. We realized that this
was being seen as a problem for some and an opportunity for the others.
To gain more knowledge and to have a clearer picture we decided to conduct an exploratory research.
The initial research was conducted in terms of secondary research where articles on the internet and
magazines were viewed which confirmed the increased trend of supermarkets and highlighted why
people preferred going to supermarkets. The details of the exploratory research have been mentioned
in the research proposal.
Next step in the research process was to conduct various focus groups so that we have an idea about
the general opinion of different people and what do they have to say about the increasing trends of
supermarkets and also to gain their suggestions about the current scenario of supermarkets. One of our
aims was also to know the peoples opinion about the changes they would want to see in the
supermarkets in the future. These focus groups provided us with a conclusion highlighting various
factors as to why people prefer going to supermarkets over retail stores.
Exploratory research helped us find out the alternatives and other concepts as to why people preferred
going to supermarkets then small retailer shops .which helped making research objectives and research
questions and helped us framing our questions for the questionnaire. The initial research helped us to
create our mega hypotheses.
We then decided that our sampling unit will be households and sampling element will be individuals in
the household who went to supermarkets, this defined our target population. Then we decided that non
probability sampling will be done due to cost /time constraints. We did the convenience sampling .and
got our questionnaires filled.
When the questionnaires were filled we did editing and coding .Editing in terms of finding out what
people wrote in open ended blanks to rectify them and coding was done for further tabulation of the
data.
After tabulation we started the work of hypothesis testing. We short listed the questions for the
purpose of hypothesis testing .we had a predetermined error of 2% which helped us prove ourhypothesis and made us come to our conclusion which you will see in the report along with the
hypothesis testing.
-
8/14/2019 Rmt Report final
7/31
R
RESEARCH METHODS AND TECH
BAHRIA UNIVERSITY KARACHI
Exploratory Research
Setting Research objectives and
designing research questions
Focus Group
Survey: Getting Questionnaires
filled
Tabulation of Data: entry,coding and editing
Hypotheses testing
Conclusion
esearch Process
NIQUES REPORT
AMPUS 7
-
8/14/2019 Rmt Report final
8/31
RESEARCH METHODS AND TECHNIQUES REPORT
BAHRIA UNIVERSITY KARACHI CAMPUS 8
Background
In Pakistan the retail and wholesale business accounts for over 25 per cent of the GDP with the share of
trading even bigger than the manufacturing sector. According to the latest Pakistan Economic Survey,
the sector is growing at the rate of 9.9 per cent.
Some European retail chains have shown interest in Pakistan. A German retail giant, the Macro has
entered into Karachi market. A few other retail firms are said to be in the process of entering into
Pakistani market. So far the Wal-Mart name has not come up on the list of companies aspiring to enter.
It is estimated that in 2002, about 6.8 million of the 50 million people living in urban Pakistan belonged
to the upper and uppermiddle class, and represented a grocery market worth $1.7 billion. This
segment, projected to grow to 17 million people by the year 2010, is expected to be the first to switch to
modern retail stores.
Purpose of the research:
The purpose of the research is to find out various reasons for peoples preference to shop in
supermarkets rather than small retail shops. This of course is an opportunity for people wanting to open
supermarkets in the future.
Research Objectives:
1. The objective of this report is to analyze the extent of consumer preference for superstores.
2. To determine which reason dominates or stands out the most for consumers preference for
superstores
3.
To determine what other services can be added in supermarkets which consumers would prefer.4. To find the future of supermarkets in Karachi.
Research design:
Research methods employed were:
1. Exploratory research
2. Descriptive research
-
8/14/2019 Rmt Report final
9/31
RESEARCH METHODS AND TECHNIQUES REPORT
BAHRIA UNIVERSITY KARACHI CAMPUS 9
Exploratory research
We have conducted exploratory research in terms of secondary data to clarify the purpose/problem of
the research.
For many customers these supermarkets are really best place to visit for shopping. "You find almost
everything under one roof and that also on reasonable rates," says Amjad Hussain, a resident of walled
city and a regular visitor of Makro, superstore at Ravi Road, Lahore. He gives many reasons for coming
to this place to shop. "The staff is very customer friendly, the store is really big and you can bring family
with you. You will face no problems regarding parking of your vehicle, you can carry shopped goods
through shopping trolleys direct to your vehicle and contrary to most other such Pakistani stores thereare even washrooms for customers," Other shopping-stores, even retailers now need to provide such
facilities to customer if they want to remain in competition with such big shopping stores, he says.
According to Agri-Food Past, Present & Future Report of Pakistan in August 2005 prepared by
government of Canada .Supermarkets are increasing in popularity and currently account for 10% of
retail food sales. Modern retail formats, notably supermarkets/hypermarkets and convenience stores,
are expanding across Pakistan and giving rural and urban consumers access to a considerably wider
selection of goods and services. Also factors like continued migration of rural consumers to urban areas
in search of work and an improved standard of living and the number of Pakistanis returning to the
country having worked abroad will also fuel growth of urbanization. These factors will be underpinned
by the increased penetration of supermarkets and hypermarkets in urban Pakistan, which will be able to
offer consumers a wide range of modern, convenient products at highly competitive prices. Throughout
the country consumers will continue to demand basic household care products they know to be
effective, demonstrating little interest in the short to medium term in highly advanced and expensive
products or formats.
Through secondary data we have found that supermarkets are being preferred and increasing in number
throughout Pakistan.
Descriptive research:
After doing exploratory research we further have done descriptive research to know what makes people
prefer supermarkets over small retail outlets and to do so under descriptive research method, surveyswill be used to gather primary source data. The questionnaire is attached in the appendix.
-
8/14/2019 Rmt Report final
10/31
0
2
4
6
8
10
12
14
16
Analy
Q1. How often do you go for shop
a. Daily
b. Weekly
c. Twice a month
d. Once a month
e. Any Other periodicity (ple
OPTIONSDaily
Weekly
Twice a Month
Once a Month
Others
Total
RESEARCH METHODS AND TECH
BAHRIA UNIVERSITY KARACHI
Visiting Frequency
Daily
Weekly
Twice a m
Once a Mo
Others
sis of Questionnaire
ing to supermarkets?
se specify)_______________________
RESULTS PERCENTAGE06 12%
15 30%
14 28%
15 30%
0 0%
50 100%
NIQUES REPORT
AMPUS 10
nth
nth
-
8/14/2019 Rmt Report final
11/31
0
2
4
6
8
10
12
14
16
18
Q2. Which supermarket(s) do you
a. Aghas super market
b. Naheed supermarket
c. Imtiaz
d. Makro
e. Other (please specify)___
OPTIONS
Aghas
Naheed
Imtiaz
Makro
Others
Total
RESEARCH METHODS AND TECH
BAHRIA UNIVERSITY KARACHI
Visiting Frequency
Agha's
Naheed
Imtiaz
Macro
Others
usually visit for shopping?
_______________________________
RESULTS PERCENTAGE
11 22%
08 16%
09 18%06 12%
16 32%
50 100%
NIQUES REPORT
AMPUS 11
-
8/14/2019 Rmt Report final
12/31
0
5
10
15
20
25
Incom
Q3. Please specify the range of yo
a. Less than Rs. 25000
b. Rs. 25001-50000
c. Rs. 50001-75000
d. More than Rs. 75001
OPTIONS
Less than Rs 25000
Rs 25001-50000
Rs 50001-75000
More than 75000
Total
RESEARCH METHODS AND TECH
BAHRIA UNIVERSITY KARACHI
Level in Rs.
Less than 25000
25001-50000
50001-75000
More than 75000
r TOTAL MONTHLY family income:
RESULTS PERCENTAGE
7 14%
7 14%
6 32%
0 40%
0 100%
NIQUES REPORT
AMPUS 12
-
8/14/2019 Rmt Report final
13/31
0
2
4
6
8
10
12
14
16
18
Q4. How far is the supermarket fr
a. Walking distance(< 5 minut
b. 5-10 minutes drive
c. 11-20 minutes drive
d. More than 20 minutes driv
OPTIONS
Walking Distance
5-10 mins
11-20 minsMore than 20 mins
Total
RESEARCH METHODS AND TECH
BAHRIA UNIVERSITY KARACHI
Distance
Walking Distance
5-10 Minutes
11-20 Minutes
More than 20 Minute
m your home?
es)
RESULTS PERCENTAGE
07 14%
16 32%
15 30%12 24%
50 100%
NIQUES REPORT
AMPUS 13
s
-
8/14/2019 Rmt Report final
14/31
0
5
10
15
20
25
30
Q5. Will you still go to supermarke
a. Yes
b. No
c. Maybe/ Dont know
OPTIONS
Yes
No
Maybe
Total
RESEARCH METHODS AND TECH
BAHRIA UNIVERSITY KARACHI
Yes
No
Maybe
t even if it is not near your home?
RESULTS PERCENTAGE
26 52%
12 24%
12 24%
50 100%
NIQUES REPORT
AMPUS 14
-
8/14/2019 Rmt Report final
15/31
15.4
15.6
15.8
16
16.2
16.4
16.6
16.8
17
17.2
Q6. Would you like to have home
a. Yes
b. No
c. Maybe, sometimes
OPTIONS
Yes
NoSometimes
Total
RESEARCH METHODS AND TECH
BAHRIA UNIVERSITY KARACHI
Home Delivery
Yes
No
Sometime
elivery service?
RESULTS PERCENTAGE
16 32%
17 34%17 34%
50 100%
NIQUES REPORT
AMPUS 15
-
8/14/2019 Rmt Report final
16/31
0
5
10
15
20
25
Time
Q7. On an average how much time
a. Approximately 1 hr
b. 1 hrs to 2 hrs
c. 2.01 hrs to 3 hrs
d. >3hrs
OPTIONS
Approx 1hr
1.01-2 hr
2.01-3 hr
More than 3hr
Total
RESEARCH METHODS AND TECH
BAHRIA UNIVERSITY KARACHI
Spend Durring Shopping
Approx 1hr
1.01-2hr
2.01-3hr
More than
do you spend shopping in supermarkets?
RESULTS PERCENTAGE
21 42%
21 42%
05 10%
03 06%
50 100%
NIQUES REPORT
AMPUS 16
hr
-
8/14/2019 Rmt Report final
17/31
0
2
4
6
8
10
12
14
16
18
Q8. At what time usually you pref
a. Pre-noon
b. Afternoon
c. Evening
d. Night
e. Late night
OPTIONS
Pre-Noon
AfternoonEvening
Night
Late Night
Total
RESEARCH METHODS AND TECH
BAHRIA UNIVERSITY KARACHI
Preference of Time
Pre-Noon
Afternoon
Evening
Night
Late Night
r going to supermarkets?
RESULTS PERCENTAGE
06 12%
10 20%17 34%
12 24%
5 10%
50 100%
NIQUES REPORT
AMPUS 17
-
8/14/2019 Rmt Report final
18/31
RESEARCH METHODS AND TECHNIQUES REPORT
BAHRIA UNIVERSITY KARACHI CAMPUS 18
Q9. Rate how much importance you give to the different aspects in supermarkets.
(On a scale of 1-5, 5 is the most important and 1 is the least important)
a. Location
b. Variety
c. Price
d. Environment in general
e. Car parking space
f. Deals/Discounts you get
g. Choosing product yourself
h. Status symbol
i. More space to walk around
j. Service provided by sales forcek. One stop shop
l. Cleanliness
Options Rating Scale
1 2 3 4 5
A 1 4 0 17 28B 0 0 7 9 34
C 2 0 5 16 27
D 1 6 20 15 8
E 1 1 0 16 32
F 11 1 2 28 8
G 0 3 4 14 29
H 23 5 3 9 10
I 3 4 9 20 14
J 19 12 4 8 7
K 0 13 8 18 11
L 0 1 3 12 34
-
8/14/2019 Rmt Report final
19/31
0
5
10
15
20
25
30
35
Q10. Do the supermarkets you visi
a. Yes
b. No
c. Dont care
OPTIONS
Yes
No
Dont Care
Total
RESEARCH METHODS AND TECH
BAHRIA UNIVERSITY KARACHI
Friendly Sales Force
Yes
No
Don't Care
t have helpful and friendly sales force?
RESULTS PERCENTAGE
32 64%
11 22%
07 14%
50 100%
NIQUES REPORT
AMPUS 19
-
8/14/2019 Rmt Report final
20/31
0
5
10
15
20
25
30
35
Q11. Would you like all the emplo
a. Yes
b. No
c. Dont care
OPTIONS
Yes
No
Dont Care
Total
RESEARCH METHODS AND TECH
BAHRIA UNIVERSITY KARACHI
Dress Code
Yes
No
Don't Care
ees in supermarkets to have a specific dress code
RESULTS PERCENTAGE
29 58%
10 20%
11 22%
50 100%
NIQUES REPORT
AMPUS 20
?
-
8/14/2019 Rmt Report final
21/31
0
5
10
15
20
25
30
35
Q12. Would you like to be served
a. Yes
b. Maybe
c. No
OPTIONS
Yes
May Be
No
Total
RESEARCH METHODS AND TECH
BAHRIA UNIVERSITY KARACHI
Yes
May Be
No
everages while shopping?
RESULTS PERCENTAGE
20 40%
19 38%
11 22%
50 100%
NIQUES REPORT
AMPUS 21
-
8/14/2019 Rmt Report final
22/31
0
5
10
15
20
25
Preferen
Q13. Would you prefer some child
a. Strongly Agree
b. Agree
c. Disagree
OPTIONS
Strongly Agree
Agree
Disagree
Total
RESEARCH METHODS AND TECH
BAHRIA UNIVERSITY KARACHI
ce For Clildren Playing Area
Strongly Agree
Agree
Disagree
ren playing area to be made?
RESULTS PERCENTAGE
15 30%
22 44%
13 26%
50 100%
NIQUES REPORT
AMPUS 22
-
8/14/2019 Rmt Report final
23/31
RESEARCH METHODS AND TECHNIQUES REPORT
BAHRIA UNIVERSITY KARACHI CAMPUS 23
Hypothesis Testing
Mega Hypothesis:
Ho: People prefer super markets over retail stores
Ha: people do not prefer super markets over retail stores.
Hypothesis# 1
Ho: At least 60% people prefer to go to supermarket even if it is far from there home.
Ha: Less than 60% people prefer to go to supermarket even if it is far from there home.
Level of significance:
= 1%
2 6 = 30
Ztab= -2.33
Zcalc =
. 1.156
Zcalc= -1.156
Conclusion:
We see that the value of test statistic does not fall in the critical region hence we can not reject our H0.
The data provide sufficient evidence to conclude that super markets are preferred over retail stores
even if supermarket is far from there place.
-
8/14/2019 Rmt Report final
24/31
RESEARCH METHODS AND TECHNIQUES REPORT
BAHRIA UNIVERSITY KARACHI CAMPUS 24
Hypothesis# 2
Ho: There is no relation between Number of visit to supermarket and income level.
Ha: There is relation between Number of visit to supermarket and income level.
Level of significance:
= 1%
v = (nc-1) (nr-1)
v = 12
Less than
25000
25001-
50000
50001-
75000More than
75001Total
Daily 0 0 01 05 06
Weekly 01 03 03 08 15
Twice a Month 04 02 05 03 14
Once a Month 02 0 07 06 15
Other Period 0 0 0 0 0
Total 07 05 16 22 50
Computation:
7 650 0.84 7 1 550 2.1
7 1 4
50 1.96
7 1 550 2.1 7 050 0 5 650 0.6 5 1 550 1.5 5 1 450 1.4
5 1 5
50 1.5
5 050 0 1 6 650 1.92
-
8/14/2019 Rmt Report final
25/31
RESEARCH METHODS AND TECHNIQUES REPORT
BAHRIA UNIVERSITY KARACHI CAMPUS 25
161550 4.8
161450 4.48 161550 4.8 1 6 050 0 2 2 650 2.64 221550 6.6 221450 6.16
2215
50 6.6 2 2 050 0
Formula:
Computation:
13.668
X2tab= 26.217
X2calc=13.66
Conclusion:
We see that the value of test statistic falls outside the critical region hence we can accept our Ho.
There is no relation between Number of visit to supermarket and income level.
-
8/14/2019 Rmt Report final
26/31
RESEARCH METHODS AND TECHNIQUES REPORT
BAHRIA UNIVERSITY KARACHI CAMPUS 26
Hypothesis# 3
Ho: At most 8 people on average preferred to go to supermarket.
Ha: More than 8 people on average preferred to go to supermarket.
Ha: 8
Ho: > 8
Z = Z0.01 = 2.33
Zcalc =
=10
.
Zcalc = 3.25
Conclusion:
We see that the value of test statistic falls in the critical region hence we can reject our H0.
More than 8 people on average preferred to go to supermarkets.
-
8/14/2019 Rmt Report final
27/31
RESEARCH METHODS AND TECHNIQUES REPORT
BAHRIA UNIVERSITY KARACHI CAMPUS 27
Conclusion
After doing the hypotheses testing we have concluded the following results:
1. The number of visits made to supermarkets is dependent on the income of the people.
2. People generally prefer supermarkets over retail stores because of deals and discounts
they get.
3. People also prefer super markets over retail stores because of the price factor.
4. Super markets are preferred over retail stores more because of variety as compared to
location.
5. Super markets are preferred over retail stores because of convenient parking.
All the results obtained from our sub-hypotheses as mentioned above helped us to prove our
mega hypotheses. Most of our respondents belonged to the income group of Rs.50,000 and
above, therefore we conclude that people from higher income bracket prefer superstores over
small retail stores.
-
8/14/2019 Rmt Report final
28/31
RESEARCH METHODS AND TECHNIQUES REPORT
BAHRIA UNIVERSITY KARACHI CAMPUS 28
Recommendations
Our recommendations are as follows:
1. Superstores should also consider car parking space as an important way to attract more
customers.
2. We recommend to the supermarkets that their employees should have a specific dress
code.
3. There has been a preference for children play area to be made.
4. Since majority of the people spend more than 1 hour in supermarkets beverages should
be served while shopping5. Supermarkets should continue to offer competitive prices because mostly people go
there because of the price factor.
-
8/14/2019 Rmt Report final
29/31
RESEARCH METHODS AND TECHNIQUES REPORT
BAHRIA UNIVERSITY KARACHI CAMPUS 29
Name: _______________________ Age: ________________
Contact: _____________________ Gender: _____________
Research Questionnaire
Why Super Markets are Preferred over Retail Stores in Pakistan
Q1. How often do you go for shopping to supermarkets?
f. Daily
g. Weekly
h. Twice a month
i. Once a month
j. Any Other periodicity (please specify)_______________________
Q2. Which supermarket(s) do you usually visit for shopping?
f. Aghas super market
g. Naheed supermarket
h. Imtiaz
i. Makroj. Other (please specify)___________________________________
Q3. Please specify the range of your TOTAL MONTHLY family income:
e. Less than Rs. 25000
f. Rs. 25001-50000
g. Rs. 50001-75000
h. More than Rs. 75001
Q4. How far is the supermarket from your home?
e. Walking distance(< 5 minutes)
f.
5-10 minutes driveg. 11-20 minutes drive
h. More than 20 minutes drive
Q5. Will you still go to supermarket even if it is not near your home?
d. Yes
e. No
f. Maybe/ Dont know
Q6. Would you like to have home delivery service?
d. Yes
e. No
f. Maybe, sometimes
Q7. On an average how much time do you spend shopping in supermarkets?
e. Approximately 1 hr
f. 1 hrs to 2 hrs
g. 2.01 hrs to 3 hrs
h. >3hrs
-
8/14/2019 Rmt Report final
30/31
RESEARCH METHODS AND TECHNIQUES REPORT
BAHRIA UNIVERSITY KARACHI CAMPUS 30
Q8. At what time usually you prefer going to supermarkets?
f. Pre-noon
g. Afternoon
h. Evening
i. Night
j. Late night
Q9. Rate how much importance you give to the different aspects in supermarkets.
(On a scale of 1-5, 5 is the most important and 1 is the least important)
m. Location
n. Variety
o. Price
p. Environment in general
q. Car parking space
r. Deals/Discounts you get
s. Choosing product yourself
t. Status symbol
u. More space to walk aroundv. Service provided by sales force
w. One stop shop
x. Cleanliness
Q10. Do the supermarkets you visit have helpful and friendly sales force?
d. Yes
e. No
f. Dont care
Q11. Would you like all the employees in supermarkets to have a specific dress code?
d.
Yese. No
f. Dont care
Q12. Would you like to be served beverages while shopping?
d. Yes
e. Maybe
f. No
Q13. Would you prefer some children playing area to be made?
d. Strongly Agree
e. Agree
f. Disagree
-
8/14/2019 Rmt Report final
31/31
RESEARCH METHODS AND TECHNIQUES REPORT
APPENDIX
top related