Consumption of Luxury Food: Study of Patisserie and Bakery in Harrods Food Hall, Knightsbridge, London, Uk

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Contents

CHAPTER ONE

1. INTRODUCTION………………………………………………………………….. 3

1. OVERVIEW OF HARRODS AND LUXURY FOOD CONSUMERISM……… 3

1.2 RESEARCH QUESTIONS ……………………………………………………… 5

1.3 OBJECTIVES OF THE RESEARCH…………………………………………… 5

1.4 HOW WILL THE OBJECTIVES BE ACHIEVED……………………………….. 6

CHAPTER TWO

LITERATURE REVIEW
2. INTRODUCTION……………………………………………………………………..6

2.1 A THEORY OF LUXURY…………………………………………………………..7 2.2 DEFINITIONS OF LUXURY PRODUCTS, SPECIALITY AND PREMIUM FOODS………………………………………………………………………………......7

2.2.1 LUXURY PRODUCTS…………………………………………………………...7

2.2.2 SPECIALITY OR GOURMET FOODS…………………………………………8 2.2.3 PREMIUM FOODS……………………………………………………………….8 2.2.4 END PRODUCT…………………………………………………………………..8 2.3 FOOD TOURISM ………………………………………………………………….9 2.4 CONSUMER BUYING BEHAVIOUR ………………………………………......10 2.5 CONSUMER BUYING TRENDS………………………………………………...11

CHAPTER THREE
RESEARCH METHODOLOGY………………………………………………………11 3.1 INTRODUCTION………………………………………………………………….11 3.2 RESEARCH PURPOSE………………………………………………………….11

3.3 RESEARCH APPROACH………………………………………………………..13

3.3.1 QUALITATIVE VERSUS QUANTITATIVE RESEARCH……………………13

3.4 SAMPLING TECHNIQUES………………………………………………………14

3.5 POPULATION……………………………………………………………………..14

3.6 RESEARCH INSTRUMENTS……………………………………………………14

3.6.1 PRIMARY DATA………………………………………………………………...15

3.6.2 SECONDARY DATA SOURCES……………………………………………...15

3.6.3 DATA COLLECTION INSTRUMENTS……………………………………….15

3.6.4 INTERVIEWS……………………………………………………………………15

CHAPTER FOUR

4.0 PROPOSED ANALYSIS………………………………………………………….16 4.1 SCHEDULE (SHOWING EXPECTED COMPLETION TIMES)………………………..16

CHAPTER FIVE
ANTICIPATED OUTCOMES…………………………………………………………17

CHAPTER SIX

REFERENCES & BIBLIOGRAPHY…………………………………………………18

Consumption of Luxury Food: Study of Patisserie and Bakery in Harrods Food Hall, Knightsbridge, London, UK

CHAPTER ONE

1. Introduction

This chapter will serve as an introduction to the concept of Luxury food consumerism in Harrods Patisserie and Bakery Food Hall. It will evaluate customer loyalty incentives, pricing and hype around its luxury food.

1.1 Overview of Harrods and Luxury food consumerism

Harrods covers 1.2 million square feet of terrain, in the very heart of one of London, England’s most prestigious areas, Knightsbridge. The historical architectural landmark, along with the Egyptian Escalator, which was envisioned by Mr. Al-Fayed himself, is listed by English Heritage. With no less than seven floors devoted to the finest-quality international brands, as well as a sumptuous Food Hall that is like no other. It is no wonder that Harrods attracts almost 15 million people through its doors every year. (http://factoidz.com/harrods-the-famous-british-landmark-department-store-changes-ownership-in-2010-and-remains-out-of-british-hands/)

The United Kingdom and many parts of the E.U have been experiencing slow growth and development. However, according to information from this website which states…Harrods says its Knightsbridge site is Britain’s largest shop, selling an array of fashion, food and luxury goods...Qatar Holdings bought Harrods from Mohamed Al-Fayed for a reported £1.5 billion last May. (www.fasttrack.co.uk) This could only have been possible if profits had a successful recorded track rate. In 2010, sales in Harrods received £519.8million, leaving Harrods with a profit of £86.5million (www.fasttrack.co.uk)

As consumer wealth increases, so does the demand for more premium, value added products as opposed to cost-reduced commodity products. The situation is partly created by an increasingly affluent society and a widening gap with the divide of rich and middle class in the current recession. There are various factors influencing change. In the UK 10% of the population is currently defined as affluent – this figure is expected to rise to 30%.www.foodbytesni.com/text.doc The EU speciality food market (as opposed to the premium food market) is worth €33.5 billion – (4.6%...
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