RETAIL

MARKETS
Comparative Shopping Report
21 March 2021

RETAIL MARKETS 1
Content

Introduction Page 3

Aim and Objective / Research Page 4

Questions

Data collection / Data Analysis of Page 5 -8

Customer Satisfaction Survey

Conclusion and Recommendations Page 9

Reference Page 10

RETAIL MARKETS 2
Introduction

The service industry and in particular, the retail market has been vital to the world
economy and undergone the ever intensified competition under recent crisis and
economic turn-down period. The modern retail industry is booming across the world.
Therefore, it is essential for retailers to use strategies which focus on satisfying
current customers. Supermarkets and Hypermarkets have played an important role in
food distribution since they appeared. For modern life, the existence of traditional
markets has been gradually replaced by their descendent supermarkets and people
depend on supermarkets for their basic grocery needs. Shopping at the grocery store
has become a big deal and it is one of the most important food sources for many
households. In addition, unlike previous studies that have focused more on service
industry such as bank, healthcare, beauty etc, the researchers considered a
.supermarket setting which fully represents both product and service characteristics

Additionally, this research sought to identify and analyze the elements of consumer
satisfaction while focusing on their shopping experiences at 3different stores
Abdullah AlOthaim Markets, Panda Retail Company and Carrefour Market. The
research focused on these stores since they are typical samples of the most popular
food distribution channels in Saudi Arabia. They are influential powerful retailers;
one is positioned as largest supermarket and the other is hypermarket while Carrefour
Market is popular grocery store in Saudi Arabia. The geographic area of research was
limited to Riyadh where most of the empirical investigation and data collection was
.conducted

RETAIL MARKETS 3
Aim and Objective

 Comparatively analyze customer satisfaction for the selected retailers

AlOthaim Markets, Panda Retail Company and Carrefour Market.

Research Questions

 In accordance with those objectives, three main questions were raised as

directive guidelines for the whole research:
1. Which one of the selected retailers is the best in Product quality according
to freshness of products (meat, vegetables and fruits)?
2. What do you think about process quality according to (number of checkout
counters, opening hours and queue waiting time at counters) in each store?
3. From a consumer point of view who give you excellent service quality
(friendly staff)?

RETAIL MARKETS 4
Data collection

The researchers used questionnaire as a tool for data collection because this method
assists to increase response rate. The respondents were asked “on site” at AlOthaim
Markets, Panda Retail Company and Carrefour Market and randomly selected in the
neighborhood of those stores.

Data Analysis of Customer Satisfaction Survey

The survey questionnaires were delivered to the customers of the above said stores.
Number of questionnaires delivered to customers of these stores is as follows,

Store Questionnaire
AlOthaim Markets 50
Panda Retail Company 50
Carrefour Market 50
Table 1: Number of Questionnaires

Usable questionnaires were obtained from 150 participant’s .Sample Demographic

Characteristics are reported in Table 2. The participants’ age varied from 18 to 81
years with an average of 44.8 years.

RETAIL MARKETS 5
 Variable Frequency Percent%
18-30 23 15
31-40 44 29
Age (years) 41-50 50 34
51-60 18 12
61-70 10 7
71-80 5 3
Gender Male 120 80
Female 30 20
Occupation House wife 25 17
Employee 100 67
Student 10 6
Others 15 10
Purchase Daily 15 10
Frequency Weekly 35 23
Monthly 100 67
Table 2: Demographic Characteristics

Percent %=(part/whole)*100= (23/15)*100=0.15*100=15

From the above table 2, it is shown that sample was 80% male and 20% female.
Majority of the sample (34%) was between 41-50 yrs, whereas 29% were between
31-40 yrs, 15% were 18-30 yrs. Most of the sample purchased groceries either
monthly or weekly. 10% of the sample was students as shown in chart 1 below.
Chart 1: Occupation ratio

Occupation ratio

10%
17%
7% House wife
Employee
Student
Others

67%

RETAIL MARKETS 6
 AlOthaim Markets Panda Retail Company Carrefour Market
Variables
Excellent V.good Good Excellent V.good Good Excellent V.good Good

Product
quality 100 25 25 70 40 40 50 69 30
process
quality 88 30 32 45 80 25 31 50 70
service
quality 70 45 35 60 75 15 55 83 12
Table 3: Consumer Perception

From the above table 3, it is shown that Product quality, process quality and service
quality are the main factors that measures customer’s satisfaction in there grocery
shopping experience.

Chart 2: Consumer Perception Gap

Consumer Perception Gap

120
100
80
60 Product quality
process quality
40 service quality
20
0
Good

Good

Good
Poor

Poor

Poor
Excellent

Excellent

Excellent

AlOthaim Markets Panda Retail Carrefour Market

Company

AlOthaim Markets:

100, 25, 25, 88, 30, 32, 70, 45, 35

The mean is the usual average, so I'll add and then divide:

(100 + 25 + 25 + 88 + 30 + 32 + 70 + 45 + 35) ÷ 9 = 450/9=50

RETAIL MARKETS 7
The median is the middle value, so first I'll have to rewrite the list in numerical order:

25, 25, 30, 32, 35, 45, 70, 88, 100

There are nine numbers in the list, so the middle one will be the (9 + 1) ÷ 2 = 10 ÷ 2 =
5th number: 25, 25, 30, 32, 35, 45, 70, 88, 100

So the median is 35.

The mode is the number that is repeated more often than any other, so 25 is the mode.

Panda Retail Company

70, 40, 40, 45, 80, 25, 60, 75, 15

Mean = (70 + 40 + 40 + 45+80 + 25 + 60 + 75 + 15) ÷ 9 = 450/9=50

15, 25, 40, 40, 45, 60, 70, 75, 80

There are nine numbers in the list, so the middle one will be the (9 + 1) ÷ 2 = 10 ÷ 2 =
5th number: 15, 25, 40, 40, 45, 60, 70, 75, 80

So the median is 45.

The mode is the number that is repeated more often than any other, so 40 is the mode.

Carrefour Market

50, 30, 69, 31, 50, 70, 55, 12, 83

Mean = (50 + 30 + 69 + 31+50 + 70 + 55 + 12 + 83) ÷ 9 = 450/9=50

12, 30, 31, 50, 50, 55, 69, 70, 83

There are nine numbers in the list, so the middle one will be the (9 + 1) ÷ 2 = 10 ÷ 2 =
5th number: 12, 30, 31, 50, 50, 55, 69, 70, and 83

So the median is 50.

The mode is the number that is repeated more often than any other, so 50 is the mode.

RETAIL MARKETS 8
Conclusion and Recommendations

This research was a cross sectional, designed to study the levels of Customer's
satisfaction at retailers by conducting a comparative shopping. The three
supermarkets were selected. And the questionnaire was designed. A survey was done,
and after the analysis the results were obtained.

The scores obtained across the dimensions were good, which represents the validity of
the questionnaire. Across the 1st dimension Product quality, the results illustrated
customers felt more satisfied with freshness of products than durability and product
variety. They paid more attention to freshness. Customer satisfaction of AlOthaim
Markets was the highest. Panda comes 2nd and Carfour comes 3rd.

Across 2nd dimension process, the result showed that customer were most satisfied
with operation hour of the stores and less content with number of check-out counters
and queue or waiting time. The later factors were almost equal which shows that they
were not as important as long as the opening hours were favorable. AlOthaim Markets
has this service for its customer. Customers of Panda and those of Carfour were
nearly equally satisfied.

Across 3rd dimension service quality, Customers were more satisfied with staff at
AlOthaim Markets than Panda and Carfour. Carfour should provide awareness among
its employees for customer dealing.

AlOthaim Markets showed high level in product quality, process quality and the best
performance in terms of staff, which helps this store to please customers better than
the others.

And According to the present results, a more flexible store format fitted to customers´
characteristics and shopping behavior would be needed. For retailers it is important to
adjust attractiveness attributes in line with what is expressed by current customer
groups in order to increase customers´ satisfaction with the store such that they
continue to shop there. Making changes to the store format (e.g. increasing product
quality and prices or the reverse) would at the same time increase the risk of losing
customers who do not feel constrained by accessibility to the store.

RETAIL MARKETS 9
Reference

1. Shashikala R. & Ashwini Gangatkar. J;MBA (BU) Department, Dayananda

Sagar College of Arts, Science and Commerce, Shavige malleswara
Hills,;Kumarswamy layout, Bangalore-78. A STUDY ON COMPARATIVE
ANALYSIS OF CONSUMER PERCEPTION TOWARDS SUPERMARKETS AND
PROVISION STORES IN BANGALORE

RETAIL MARKETS 10