1. MORE does not have much loyal customers. 2. MORE is trying to push more of its private products than other branded products.
Justification
We are trying to check whether MORElacks loyal customers. MOREsupermarkets were introduced in 2007. Currently it has about 500 supermarkets and 15 hypermarkets. Yet, in the Financial Year 2013, MOREincurred loss of 511 Crores INR. (We assume that lack of loyal customers may be one of the factors that impacted the profitability of the more stores)
MORE offers a wide range of products under its own brand. In 2013, MOREexpanded its portfolio of in-house products. We are trying to check whether MOREis trying to push its in-house/private products.
The list of information requirements to be collated
Information on the 'MORE' consumer satisfaction.
Comparison between competitors.
Information on the in-house products available.
Information about the availability, variety and price sensitivity of products.
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Instruments of data collection
Research Methodology: The study is based on survey method. The survey will be conducted with the help of questionnaire which comprised of both open & close ended questions. All the respondents will be contacted personally & interviewed with the help of questionnaires. One of the most important use of research methodology is that it helps in identifying the problem, collecting, analyzing the information gained.
Questionnaire Design: The survey method was the basic research method. The questionnaire is prepared according to designed hypotheses.The questionnaire is designed to obtain the customer perception about the store and their general shopping trends.
Sampling procedure
Random Sampling is the sampling procedure used.
Method: The research is primarily both exploratory as well as descriptive in nature. The sources of information are both primary & secondary. A well-structured questionnaire is prepared and personal interviews will be conducted to come to the conclusion.
Size of sample: 100 Hypermarket Customers.
Area of study: Joka
Will you be doing the survey only among people who buy from MORE? Or a mix of MORE and other stores like SPENCERs etc? It is not clear from the note
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Questionnaire:
1. How often do you shop from MORE? a. daily b. weekly c. fortnightly d. monthly
2. Do you feel any store among these better than MORE? a. Spencers b. Reliance Fresh c. Others d. None of these
THE ABOVE QNS ARE LEADING... NOT THE BEST ONES TO START THE QRE. IT SEEMS TO ME THAT YOU ARE DOING THIS SURVEY ONLY AMONG MORE BUYERS
3. If a new supermarket in your locality other than MORE, will you visit it? SHOULD CHANGE THE SCALE INSTEAD OF MAKING IT BINARY Definitely, May or may not, Definitely not a. Yes b .No
4. What do you think about the price of products in MORE compared to other shops? a. Too High b. High c. Low d. same
5. Are you aware of club more program? a. Yes b. No Page 5 of 6
6. Are you a club more member? a. Yes b. No
7. Did you get all the products which they planned to buy? a. Yes b. No
8. If you are unable to find a specific product in MORE, what would you do? a. Buy the specific product from another shop b. Try an alternative product Q8 This is not a loyalty qn for MORE. Need to change
Another imp loyalty qn you can keep is Out of the last 5 times that you have purchased household items, how many times would you have purchased from MORE, how many times from other modern format outlets like SPENCERS, etc and how many times from traditional kirana stores?
9. Please indicate your ratings on the scale of 1-5, where 1 being minimum and 5 being maximum for the following statements.
Spencers More Kirana Stores Reliance Fresh Stores are conveniently located Store atmosphere and decor are appealing.
A good selection of products was present.
(Store) has the lowest prices in the area.
Availability of private labels Page 6 of 6
Quality of private products I am very satisfied with the price I paid for what I bought.
TOO MANY ATTRIBUTES, WILL BE LENGTHY, HAS REPETITIONS. You may add some hypotheses if you are covering so many things
10. How likely are you to recommend more store to a friend/relative? Would you say the chances are? a. Excellent b. Good c. Average d. Poor e. No response
START THE QRE WITH NEUTRAL QNS. THEN MOVE TO THE GRID WITH MORE VS SPENCERS, ETC AND FINALLY ASK SOME QNS RELATED TO MORE LOYALTY THAT CAN BE A GOOD FLOW OF THE QRE
Data Analysis Methods:
Rating Scale: Rating scale will help us to elicit both qualitative as well as quantitative data.
Graphical Representation: Graphical representations like pie chart and histograms are to be used. It is an analytical model that provides a visual picture of relationship between variables. Data will be represented in a systematic manner.