Quantitative Research Method

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Royal holloway university of london (ma marketing)|
The Consumers’ Perception of Tesco, Sainsbury’s and M&S Brand Image to Explore Marketing Strategies| |
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Candidate Number: 1304246;1303209;1307666;1304762;1303944;1308328| 2012/12/3|

Abstract

As supermarkets’ multidimensional operations go deep into human beings’ daily livings, the report is going to observe the difference and similarity tactics of supermarkets, and how the images in six different attributes of supermarkets affect buying activities of customers. Under quantitative method and questionnaire research, consumers’ satisfactions of target markets in this essay, Tesco, Sainsbury’s and Marks & Spencer, are display clearly. The result of this survey shows that the price and location of Tesco represents greater performance on location and price comparing with Sainsbury’s and M&S; however, the product variety of Tesco could be improved. It is clear that M&S has provided high quality products for customer. Moreover, Sainsbury’s is well-organized, but it should open more branches.

List of Content
Chapter 1
Introduction……………………………………………………………………1 Chapter 2
Background of three supermarkets and literature review………..2 2.1 Background of three supermarkets……………………..………2 2.2 Literature review……………………………………………….….….3 2.2.1. Price and product quality……………………………………….3 2.2.2. Service……………………………………………………………4 2.2.3. Product variety…………………………………………………...4 2.2.4. Satisfaction………………………………………………………4 2.2.5. Promotion………………………………………………………..5 Chapter 3

Research method and procedure…………………………………….……6 Chapter 4
Data analysis and findings………………...……..………………….……..8 4.1 General Analysis……………………………………………………..8 4.1.1. Gender, Spend, Age…………………………………………..…8 4.1.2. Image of Tesco, Sainsbury’s and M&S……………………….. 10 4.1.3. Overall perception of Tesco, Sainsbury’s and M&S…………..16 4.1.4. The attitude of recommendation………………………………..18 4.2 Specific Analysis………………………………………………....19 4.2.1. Improvement of Tesco, Sainsbury’s and M&S…………....19 4.2.2. Cross analysis of most often visit in supermarket……….21

4.2.3. Cross analysis of satisfaction between the images of Tesco, Sainsbury’sandM&S…………………………………........23 Chapter 5
Implications…………………………………………………………………...30 Chapter 6
Limitation and conclusion………………………………………...….......31 6.1 Limitation……………………………………………….….……….31 6.2 Conclusion………………………………………………......…….32 References………………………………………………………..……….33 Appendices
I. Questionnaire……………………………………………………......…..35 II. Statistical output…………………………………………….…………..39

List of Diagrams

Diagram 3-1: The purposes of questionnaire………………………….…………7

Diagram 4-1: Comparing shopping frequency in the supermarkets with different ages…………………………………………………………………..…….8

Diagram 4-2: Comparing customers obtaining promotion by different sources……………………………………………………………………………….9

Diagram 4-3: Comparing customers obtaining promotion with different expenditure………………………………………………………………….……….9

Diagram 4-4: Comparing price image of Tesco, Sainsbury’s and M&S...…….10

Diagram 4-5: Comparing service image of Tesco, Sainsbury’s and M&S…….11

Diagram 4-6: Comparing environment image of Tesco, Sainsbury’s and M&S………………………………………………………………………………….12

Diagram 4-7: Comparing product quality of Tesco, Sainsbury’s and M&S..….13

Diagram 4-8: Comparing product variety of Tesco, Sainsbury’s and M&S..….14

Diagram 4-9: Comparing location image of Tesco, Sainsbury and M&S….….15

Diagram 4-10: Overall perception of Tescoimage…………………….…….….16

Diagram 4-11: Overall perception of Sainsbury’s image……………………….17

Diagram 4-12: Overall perception of M&S image……………………………….17

Diagram 4-13: The attitude of recommendation……………………………..….19

Diagram 4-14: Improvement of Tesco, Sainsbury and M&S……………..…….20

Diagram 4-15: most often visit to supermarket in different age group, monthly expenditure,...
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