The main purpose of this report is to examine the business performance over 2011. This report will provide a clear understanding of Katalan’ consumers, the age and gender of their average shopper, consumers opinions on key factors of the store like for example layout, facilities etc. and Katalan’s main competition in both clothing and other household areas. With the intention of providing a clear understanding of Katalan’s consumers and how Katalan as a retailer has achieved its recognition, primary and secondary research had to be conducted in. The secondary research used was on Matalan produced in 2009, Verdict (2009). In the main findings I will apply the primary research that has been conducted in to a graph and briefly state what is visible and from this a clear recommendation can be written since you can see the areas Katalan need improving on and their strengths. Conclusion will state overall what is in the business report.
First research collected was secondary research by Matalan on its customers (2009, Verdict). See appendix Primary research was also conducted by finding out the age and gender of Katalan’s average shopper by putting males and females in 6 different age groups from 16-65+. This was done so that it was easier to read and compare the data. Consumers were provided with a list and were asked to tick which of the elements they liked about the store and they can choose more than one. This helps in order to find out what can be improved about Katalan since consumers were asked to elaborate on why they have selected a specific element. In order for Katalan to identify where else their consumers shop and to recognize their competitors another research was conducted by asking consumers where else they shop for clothes and other household areas. This data was collected across the period of one week at Katalan’s large Solihull store in October 2011 and received 1000 usable responses.
Primary research that has been conducted in order to find out the profile average shoppers in Katalan shows that overall there are more females that shop in katalan compared to males. The most female shoppers are in the 45-54 age groups which are 17% and 7% for male. After the age range of 45-54 the percentage of average shopper decreases.
The graph above shows customer views on the store. Pricing of the products received the most votes of 900, and layout received the least votes of 150.
Figure 4 states main competition in clothing. Primark got the most responses from consumers 750, and JD Sports received the least votes of 180 responses.
Figure 5 (see appendix) shows that range, service, convenience, price and quality received positive comments, whereas ambience, layout and facilities received a few negative comments.
Comments on Findings:
Figure 1 where the research was about profile of average shoppers it clearly shows that the females that shop the most in Katalan are in the age range of 45-54, whereas the least female shoppers are in the age range of 16-24. This could be down to the fact that young girls like to keep up with trends and shopping in the same stores as people in their age groups like, Topshop, River Island etc. Also the most males that shop in Katalan are in the same age range as the most female shoppers which is age 45-54 and the least male shoppers are in the same age range as the least female shoppers which is age 16-24. This could be because in the age range of 16-24 their want to keep up with brand names and buy at shops that look trendy. The reason that in the age range of 45-54 is highest for both female and male shoppers could be down to the fact that this is the age that Katalan are aiming their products to and it appeals more to them. Figure 2 shows customer views on the store. From the graph we can see that it is because of the pricing of...
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