Vous êtes sur la page 1sur 6

Page 1 of 6

Proposal for Primary Research on MORE















Page 2 of 6

List of Hypotheses to be tested

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.











Page 3 of 6

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


Page 4 of 6



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.