Sainsbury’s Customer Needs and Obligations Research

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Outline

This research proposal on the subject of customer needs and obligations related to Sainsbury Plc. As an advisor in the managerial field, through this report, I intend to put forth suggestions and advice on how the organization could undertake research to better understand the customer needs, rights and responsibilities. This report clearly defines the organization and its services and products. What has been aimed at here is to provide advice on the adoptable research methods for identifying the rights and responsibilities of customers and providing recommendations on strategy or method to research on customer needs. The strategic importance of the research together with the relevance of the suggested research method is also included in this report.

Introduction

The topic of customer needs and responsibilities is of immense importance in the business field. In order to make accurate decisions about the business strategies and policies for attaining customer satisfaction, business firms have to identify the views and perceptions of the customers. This report deals with the research on identifying the customer needs and responsibilities. The organization on which the report is focused is Sainsbury. Sainsbury’s supermarket group is a competent player in the U K supermarket industry. In order to attain market growth with sustained profitability, it needs to change its attitude towards the customers. For this purpose identification of the needs and responsibilities of customers is essential for the organization.

Organization

Sainsbury occupies the third largest position in the retail marketing industry. Sainsbury has the mission of providing quality branded food and non-food products through its self-servicing supermarket system. Customer satisfaction is ensured by the group by providing quality branded consumer products at a lower rate. Sainsbury is required to adopt changes in its attitude towards the customers by suitably amending the business policy and strategy to ensure growth in the market share with profitability under the present business and industrial conditions. Sainsbury aims to achieve a favorable position in the market with its quality branded products and attractive customer services. Supermarkets are designed to supply a range of consumer products at the most competitive rates.

Research methods

There are many methods by which a study can be conducted to gather primary data. If the population that has to be studied is quite small it can be included in its entirety. In most cases, only a sample of the population is taken for study. “Usually, the population is too large for the researcher to attempt to survey all of its members. A small, but carefully chosen sample can be used to represent the population. The sample reflects the characteristics of the population from which it is drawn.” (Sampling methods 2009).

There are many types of sampling that can be used in a study namely random sampling, systematic sampling, stratified (and random) sampling, convenience sampling, judgment sampling, and quota sampling. The method used in this study with regard to a survey of customers is stratified random sampling. This is a “method of sampling, which involves the division of a population into smaller groups, known as strata. In stratified random sampling, the strata are formed based on their members sharing a specific attribute or characteristic.” (Stratified random sampling 2009).

Data Gathering or data generation techniques

The primary and secondary data collection approach is adopted for this research. In the primary data collection, a survey among different customer groups shall be conducted with a specially prepared questionnaire. (See appendix). Secondary data relating to the subject is collected from various academic journals and books available on the internet. The research reports of various research scholars are also considered for this research.

The major sources of data would include the company’s website, newspapers, business journal as well as sources. The secondary data collection is done by way of using internet resources. Various sites relating to the customer needs and responsibilities in the context of the Sainsbury organization are visited for collecting the data for the research. The following are some of the keywords that are used for collecting data from internet sources for this research.

Key Words

The data and information relating to the rights of the customers shall be collected by using the following keywords: – Definition of Customer, Define customer rights, Customer responsibility, “Define the rights and responsibilities of customers”, “Who is the customer?”, “Customer rights and responsibilities.” (Wiegers 1999).

Customer rights and responsibilities +Sainsbury. (Braue 2008).

Boolean operators

Boolean operators might improve the search results from the internet. For getting the most accurate information from the internet the search words are placed in quotations. The keywords for the research are connected with plus (+) signs. The words that have to be excluded from the search results are shown with the minus (-) sign.

Analysis of customer questionnaires

All categories of customers of the organization were included as per the demands of stratified random sampling methods. The maximum period of dealing with the company was one year and nearly 50% of customers belong to that category.

Data Analysis

The data collected from the customer survey should be discussed thoroughly in order to find out the consequences of customer needs and responsibilities in different business situations.

Trustworthiness of the method

The survey method is an appropriate primary data collection technique. It helps to collect detailed information regarding the topic with adequate accuracy and reliability. This method has certain disadvantages in terms of requirements of scarce resources of cost and time.

Importance, goals, and objectives

Explanation on the importance of the research strategies are valid and relevant to make efficient use of available resources. In order to identify the rights and responsibilities of customers, it is better to conduct a survey among the different groups of customers. The decision-making in the organization requires detailed information about the customer’s needs and responsibilities. Primary data related to the subjects should help to derive accurate information relating to the customer rights and responsibilities in the context of a business organization. Up to date and relevant data can be collected through this method.

It will help collect quantitative data regarding the customer rights and responsibilities in the context of Sainsbury business. “Primary research yields new, up-to-date, relevant and specific information. However, it is expensive and time-consuming, and requires considerable expertise.” (Thachapilly 2009).

Time Frame for the research:

May 27, 2009 – June 12, 2009: – Background research

Secondary data collection
Questionnaire construction

June 13, 2008 – July 1, 2009: – Conduct questionnaires and collect secondary data
Customer Survey

July 31, 2009 – August 30, 2009: – Analysis and evaluation of information and data

Writing the first draft

September 1, 2009 – October 3, 2009: – Writing a final draft
October 4, 2009 – November 2, 2009 – Finalizing final draft

Conclusion and recommendations

Sainsbury can adopt a survey method for collecting information regarding the customer rights and responsibilities. For this purpose, stratified random sampling could be adopted by dividing the customers into several groups representing different needs and interests. The secondary data for the research should be collected from internet sources by searching with keywords. It will help to get accurate data on the topic of discussion. The research should help Sainsbury to derive adequate information regarding the customer needs and responsibilities in the changed business conditions. The idea is that the information thus gathered should be of strategic help to the management for taking adequate business decisions. Appendix:

Customer Survey Questionnaire

A questionnaire-based customer survey is conducted as a part of the research. In this interview, consumers of different age groups are involved.

Questionnaire

Nationality:
- Specify the nationality
The Age group:
- <21
- 21-31
- 31-41
- 41-51
- 51-60
- >60
Main Profession:
- Business
- Banking
- IT professionals
- Others
Average Annual Income:
- $ 50000 – 200000
- $ 200000 – 400000
- $ 400000 – 600000
- $ 600000
What is the Primary reason for Choosing Sainsbury?
- Economical pricing
- Attractive customer service
- Convenience
- Others
The views regarding customer rights?
- Strongly disagree
- Disagree
- Neither agree nor disagree
- Agree
- Strongly agree
The views regarding the customer responsibilities?
- Strongly disagree
- Disagree
- Neither agree nor disagree
- Agree
- Strongly agree
Is Sainsbury is better considering the customer needs and responsibilities?
- Strongly disagree
- Disagree
- Neither agree nor disagree
- Agree
- Strongly agree
Is the attitude of Sainsbury towards customer needs and responsibilities better compared to other organisation?
- Strongly disagree
- Disagree
- Neither agree nor disagree
- Agree
- Strongly agree
How satisfied are you with the products of Sainsbury?
- Highly satisfied
- Satisfied
- Not satisfied
Comment on the Pricing of Sainsbury
- Low priced
- Reasonably priced
- Expensive
- Very expensive
Are you satisfied with the services of Sainsbury?
- Highly satisfied
- Satisfied
- Not satisfied.

References

Braue, David 2008, Applications: Sainsbury’s scrutinises buying habits to woo customers, Silicon.Com: Driving Business Through Technology. Web.

Sampling methods 2009, Statpac. Web.

Stratified random sampling: what does stratified random sampling means 2009, Investopedia: A Forbes Digital Company. Web.

Thachapilly, Gopinathan 2009, Market research- importance, goals and methods: marketing research focuses on customers, competitors and conditions: market research approach and methods, Suite101. The genuine Article. Literally. Web.

Wiegers, Karl E 1999, Customer rights and responsibilities. Web.

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