Promotion Influence on Consumer Behaviour in The Uk Supermarket Sector

Section 1: Introduction

Research Setting and Context:

The United Kingdom retail sector has highly changed over the past years. Research shows that the sector has been developing at a strong rate. Although experts have forecasted slow growth, it is expected that the retail sector will continue experiencing healthy growth. The emergence of online stores has highly transformed the retail sector.  The changes are mainly influenced by the changes in shopping habits as well as consumer demands (Wilson & Fraser, 2013). The supermarkets are forced to embrace technological advancements in their supply chain so as to keep up with the changing consumer needs. The current research focuses on the challenges that are facing major supermarkets. It will mainly emphasise on how consumer behaviors influence changes in the UK grocery industry. The first part of the project will concentrate on the literature review the summary of different sources that relate to the research. It will include an analysis of important study linked to the topic area which is the challenges facing major supermarkets.  The literature review will include an emphasis on the assessment of sources that touch on consumer behavior influence on the changes experienced in the grocery industry. After the literature review, the next step will focus on the methodology of the research.

Research Objectives and Question:

1. To investigate how special offers and discounts impact on consumer behaviours and loyalty.
2. To identify possible changes in consumer behaviour due to changes in grocery industry in U.K.

Rationale:

The project will help in understanding the UK grocery market. The structure of the UK grocery sector has been consistent over the past years. However, the consumer demand has highly increased. The major supermarkets have been able to maintain their position in the market due to their enhanced strategies despite the rising number of shoppers (Schnedlitz, 2010). They help in attracting loyal clients who stick with their favourite supermarkets. Supermarkets are required to differentiate their services and products so as to attract a huge number of clientele. Therefore, the emerging grocery stores need to focus on strategies that will help them compete with the major supermarkets.

The grocery stores have been affected by over-expansion as it limits them while pushing shoppers to buy online. Some of the stores have been closed due to the competitive nature of the industry. On the other hand, the larger groceries are expanding in local neighborhoods so as to meet customer demands (Schnedlitz, 2010). They offer clients a variety of choices which increases their loyalty. The major supermarkets are also able to open shops in different areas which offers them a competitive advantage. The growth of online stores has also changed the industry which has forced supermarkets to come up with ways of attracting their clients. For instance, some supermarkets have introduced home delivery services. The services benefit shoppers who are too busy to visit supermarkets. Individuals are able to order products online rather than visiting the supermarkets. The changes have complicated the industry as there is an increase in options. The availability of different options has increased the buyers bargaining power, hence putting pressure on the supermarkets. Therefore, the current project will offer information that will help the small groceries compete with the leading supermarkets in the retail sector.

Main Theme and Research Area:

The current project will track the major aspects of the stores among them the changes in consumer shopping patterns that affects the supermarkets. Currently, supermarkets are caught up in a rather competitive retail market which has forced them to take action and customize their products and services so as to meet their clients’ needs. The project will also assess the diverse strategies employed by leading supermarkets to track the customer habits and implement changes so as to meet the needs of their clients (Schnedlitz, 2010). In this case, the project will focus on aspects that have helped some leading supermarkets remain competitive in the retail industry. Mainly, the research will assess how the supermarkets monitor customer behavior and customize strategies so as to satisfy customers’ needs and patterns. The project will also focus on the factors that will shape the future of the industry mainly when there is stiff competition in the retail industry. The retail sector is prone to high pressure from different entities such as the government. Hence, it is important to have strategies that will assist in dealing with the pressure. Mainly, assessing the trends in shopping patterns will help the research in forecasting the future of the industry.

Section 2: Literature Review

According to Groza (2015), special offers are an important part of promotions. Sales promotions is an activity that plays the role of direct inducement providing an incentive for a product to the clients. Many organizations take them seriously together with discounts as they go hand-in-hand. Additionally, special offers and discounts have a huge impact on consumers.  Apart from being an excellent marketing tool, special offers and discounts offer greater happiness to the companies. Nevertheless, organizations need to be careful when using promotions and discounts as marketing tools as they could have a short-term benefit. Promotions and discounts improve the value of the product by minimizing cost or increasing benefits. Discounts have a huge value, and it is linked to impulse buying. According to research, many consumers are price-conscious; hence, they prefer to purchase products from supermarkets that offer discounts and promotions.  

Shamout (2016) maintains that coupons are among the tools utilized by business to attract consumers. The supermarkets offer the consumers a certificate or voucher that allows them to save money when they are buying products. The voucher or certificate may have 25% reduction from the main price. It is easy for supermarkets to convince clients with coupons. Buy one get one free is another promotion tool utilized during the sales promotion. It allows a person to get one product after buying one. The additional products motivate the consumer buying behavior. There is a close link between buy get one get one free and consumer behavior. According to Shamout (2016), there is a close link between free sample and consumer buying behavior. There is also a close relationship between price discount and consumer behavior. Many clients tend to be excited by the price discount.

Consumer behavior is defined as the dynamic interaction of affect and cognition, behavior and the environment by which individuals exchange elements of their lives (Shamout 2016). It involves what people are thinking and feeling as well as the actions that they perform during the consumption processes (Babin, 2017). Consumer behavior also involves all the things that influence the individuals’ thoughts, feelings as well as actions. For instance, comments from other customers, information about the price, packaging of the product and its appearance. Consumer behavior involves interactions among individuals’ feelings, thoughts, and actions. Hence, it is important for the marketers to understand the importance of products and brands to the consumers. Despite the fact that consumer behavior experts argue that consumer behavior approach could be applied globally, no theory can fully explain why clients act the way they do.

Hence, it is significant to comprehend the principle so as to focus on the important consumer behavior. It is also important to personalize it so as to meet customer needs. One of the current important ideas in consumer behavior research is that people mainly buy products due to their values instead of their core functions. However, this does not mean that the essential functions of the products are not important. Researchers use different models to assess consumer behavior and its role in the changing market. One of the most common models is the stimulus-response model (Babin, 2017). The model focuses on the link between the stimuli and consumer responses. The organisations are tasked with planning and developing marketing incentives. On the other hand, the marketing management is responsible for discovering what the customers’ are thinking.

Research shows that several factors influence consumer’s buying decisions and behavior. Clients go through a five-stage decision-making process whenever they are purchasing a product.

(Consumer’s impact on decision making, 2016)

The first step in the purchasing process is the need recognition. Consumers identify the need to buy the product. In the next step, the customers need to have enough information to make a decision (Kardes, Cronley & Cline, 2014). In this case, if the client has strong need to purchase the product the buying decision is made immediately.  Nevertheless, consumers make different purchase decisions based on the simplicity and complexity of the product. Another factor that influences the buying decision is the situation at hand. Clients also tend to influence decisions of others. Customers rely on each other for trustworthy information. Experienced shoppers tend to have information about different brands, products as well as services. They can influence the consumer behavior through word of mouth, recommendations, customer references as well as referrals. 

The second stage in purchasing process is information search. After a person recognizes the need to for a certain product, they try to get enough information about the product. A person them evaluates the different alternatives in the market. One may need to compare the information that he/she gather in the second step (Kardes, Cronley & Cline, 2014). The fourth step in the decision-making process is purchasing the product. In the particular stage the consumer has already assessed all the information gathered and made their decision. The decision is made through the emotional connections or experiences. Advertisements are also important when making purchasing decisions. In the last step, the client may be satisfied or dissatisfied by the product.  In the particular stage, if the consumer finds that the product matches or exceeds their expectation they will become loyal to the particular brand. They may also suggest the product to other people.  

The internet has changed the search behavior. First, it lowers the shopping cost, and it also makes the process productive. Consumers are also able to enjoy the shopping behavior. Additionally, clients are able to control information about the product. Babin (2017) argues that with the current changes organizations are forced to change their marketing strategy. First, they are compelled to embrace the use of the internet so as to keep up with the changing consumer behavior. Individuals are at times caught up in virtual worlds that they lack to think about the brand information. In this case, the brand is not the priority when purchasing products. Organizations are also forced to develop apps which allow the consumers to buy products using their phones. Moreover, researchers have also studied other factors that influence buyers’ behavior. For instance, Heilman et al (2004) assessed the effect of the in-store free sample on purchasing behavior. According to researchers, there are three kinds of buyers in this case. For instance, there are those buyers that focus on seeking information; others are referred to as party goers and opportunists. The purchasing behavior is different among all the different customers. Other researchers maintain that shopping is linked to the size of the town of residence. Some individuals shop for leisure purposes. It is evident that individuals have diverse interest when the go shopping. However, the traditional influence of buyers’ behavior such as price, brand and the product are becoming less important when shopping.

Consumers focus on product portfolio when purchasing products. Hence, many retail companies are defining their product line so as to attract a huge number of clients.  A brand is part of the product, and it is vital as influences customer behavior. Some customers prefer well-known and high-priced brands. On the other hand, other customers prefer private store brands which are offered at a reduced price. When developing strategies huge supermarkets evaluate cost-benefit ratio. Price is another factor that influences consumer behavior (Kardes, Cronley & Cline, 2014). Organizations are coming up with different prices so as to remain competitive in the growing market. However, price efficiency relies on the firm’s strategies and goals. Most of the times organizations assess whether the prices will affect the customer demand and its link with clients. A place is another factor that is considered by customers. It defines the manner in which the product is made available to the consumers. Some of the places include the retailers’ distribution channels and the actual stores. Currently, clients are becoming sophisticated, thus forcing the retailers to adapt new methods of delivering the product. Consumers are more attracted to convenient stores which are easily accessible. Major groceries are adapting the place aspect by searching for the most suitable solution for each market. Physical distance is linked to consumer behavior. For organisations, it is important to consider physical distance when focusing on clients.

A high number of shoppers visit the discount stores so as to get the best deals. Some of the individuals plan ahead whereby, they mainly visit the grocery stores keeping an eye on upcoming deals as well as promotions. The approach helps them to plan ahead. Research also shows that the major stores are affected the changing consumer behavior. Although some of the groceries continue to expand their stores, it appears that others are closing shops. The UK grocery sector has experienced an increase in promotions (Kardes, Cronley & Cline, 2014).. The increase in promotions is mainly influenced by the fact that clients are becoming aware of their spending. Moreover, major supermarkets compete on price so as attract a huge number of customers. Some of the major companies cut product prices which have helped them to increase market share. Price wars are common in the UK retail sector. Such wars have minimized competitive price advantage for the small groceries.  The customer bargaining power in the UK retail sector is increasing. Major supermarkets are focused on fulfilling customers’ needs. They understand that if they do not meet the customer demands another supermarket can fulfill.

It has become easy for clients to switch to another grocery store. Consumers have also become more sophisticated; they can access information that helps them in making decisions. Major supermarkets offer clients private brands instead of focusing on the common brands. They also customize their services which have helped them gain competitive advantage. Groceries are also following the trends of changing consumer characteristics. They are offering their clients a variety of products. In terms of price, supermarkets are focusing on customer demands. The simplification approach offers groceries a chance to offer their customers high-quality goods at a low price. Many organizations are striving to minimize their prices so as to compete. The focus on appealing more customers (Bourlakis & Weightman, 2013). In this case, the price level of products is lowered so as to remain competitive with the retail sector and attract new clients. The place is another element that influences consumer behavior is the place. Major groceries are located close or inside the central areas. Others are located in single locations or near other retailers.

Groceries are located close to their clients, hence offering them convenient shopping. Major supermarkets also ensure that there is transportation system near their stores.  This offers the supermarkets a chance to make deliveries to their clients. Promotion is another aspect that influences consumer behavior. The stores are using communication channels to deliver messages concerning their promotions. However, promotions differ in all the supermarkets. Many supermarkets rely on clients’ expectations and needs when coming up with promotion campaigns. For instance, some organizations depend on price-sensitive clients. Major groceries changes their discounts on a monthly basis so as to attract clients. Leading supermarkets are adopting strategies that help in satisfying their customers’ needs. However, they are focusing on keeping their marketing approach as standardized as possible so as to minimize costs (Bourlakis & Weightman, 2013). It appears that the changing customer demands and shopping habits have influenced changes in the retail sector. Supermarkets are focusing on satisfying their clients’ needs. They have adopted strategies that help them compete in a rather competitive market. Other shoppers are avoiding large supermarkets and instead choosing to shop at the local grocery stores are they are convenient in terms of distance. The stores mainly offer their clients discounts thus increasing customer loyalty. Discount stores offer their customers different products from the major groceries. Promotions are important in grocery retailing.

On the other hand, many consumers claimed that they are price sensitive and focus on bargains.  Such clients prefer private label products and promotions. Additionally, technology has had a significant impact on the UK grocery sector. Online shopping has revolutionized the convenience. Nevertheless, a huge number of people prefer shopping groceries from the traditional supermarkets. They view shopping as a leisurely hobby, and they can enjoy the experience with their family as well as friends (Bourlakis & Weightman, 2013). A huge number of people argue that they have never shopped online for groceries. From the research, it appears that technology has introduced new ways of budgeting their shopping. People are able to track offers through the internet which offers them a chance to budget their money. The number of individuals using online websites and social media has grown. Consumers use online platforms to research on new products, promotions and where to purchase products. They have adopted strategies that help them compete in a rather competitive market. The consumers have different choices as the major stores continue expanding their territories. The emergence of various stores has also affected major multiple brand loyalty.

Section 3: Methodology

Research Approach (Inductive or Deductive and why?)

To explore how consumer behavior influences the UK grocery industry we will use inductive methodology. The method allows researchers to begin with the observations. Theories are later proposed towards the end of the research procedure. There are no theories or hypothesis at the beginning of the study (Wilson & Fraser, 2013). The researcher is also free to change the direction of they study. The method is active and interesting as it keeps the researchers motivated. It is also student centred as it allows two ways communication.   

Research Methodology (Qualitative, Quantitative or Mixed-method and why)

The project will start with the collection of both primary and secondary data, and the theories will be proposed towards the end of the research process. We used the qualitative method in the project so as to attain its objective. The approach helps in generating data by conducting in-dep interviews or observations (Wilson & Fraser, 2013). The data gathered should be assessed so as to have a clear understanding. The aim of the plan is to study how special offers and discount impact on consumer behaviours and loyalty and identifying the possible changes in consumer behavior that influence changes in the grocery industry in the UK. 

Data collection tool and technique

In this case, interviews will be conducted and the secondary data will be interpreted so as to have a clear understanding of the market. Information from both primary and secondary sources was gathered. Firstly, the secondary data about the UK grocery industry were collected. In this case, we used online news, articles, journals as well as books whereby, they were carefully analyzed. Data about the UK retail sector assisted us in identify the current trends in the market. The primary source used for the research included interviews that were mainly directed to the consumers who shop from the major grocery (Schnedlitz, 2010). The retailers were also interviewed as well as the discounters. Before starting the research, we had to seek permission from the organization. We had to ensure the management that the data collected is for education purposes and a third party cannot use it.

At times the management may be reluctant to share sensitive information due to the fear that it can be released to their competitors. Therefore, we had to ensure that we avoided such situations. At times it was difficult to hold meetings with the management; hence, we were forced to send the questionnaires to them through emails. This offered them an opportunity to answer the questions during their free time. Additionally, we had to schedule the interview sessions so as to avoid any inconveniences (Schnedlitz, 2010).  During the interviews, we recorded information so as to have an easy time analyzing it.  We had to be careful when scheduling interviews with the consumers as some of them could be hostile. First, we have to seek consent so as to avoid any misunderstanding. The clients were informed that the research process was for educational purposes. We also had to assure them that a second party could not use their personal information. Some of the consumers were reluctant; however, we were able to convince them.

The interviews were conducted in two sessions which took twenty-two days. During the research process we had to ensure that the data gathered was meaningful and reliable. First, we had to ensure that data gathered from secondary sources was from official websites and reviewed journals. It was important to gather information from various sources so as to be able to compare data and view the similarities. The process increased the reliability of the secondary sources. Moreover, we had to make sure that the data gather was up-to-date. This was to make sure that we had current information about the UK grocery sector. For the primary data, we organized different interviews (Kardes, Cronley & Cline, 2014). Some of the methods used included personal interviews, through emails and Skype. We also ensured that the questions were clear so as the consumers could understand. We also ensured that we interviewed individuals that reside in the UK as they have a clear understanding of the market. Also, we spent time preparing the questions to avoid any problems with the participants. Research questions are an important part of the research structure.

First, we made questionnaires for the interview. The questions acted as a guideline for the entire interview. They assisted us in gaining the needed knowledge so as to fulfill the aim of the research. We had to avoid the participants from getting influenced in their answers concerning the UK grocery sector. The questions were mainly about the sector and concerning the consumers’ perception about the retail market (Wilson & Fraser, 2013). All the members were asked the same questions which allowed us to compare the information gathered. It was not easy as some of the respondents did not have time to attend the interviews; however, we had to adopt different ways of performing the interviews. The secondary data was also a good guide as it offered us a clear understanding of the sector; hence, we had an idea of what was required in the questionnaires.  The interviews were conducted using the English language as it was convenient for all of the consumers interviewed.  We also collected primary data by implementing individual observations at the market from a customer perspective. We observed the different major supermarkets in the sector, their prices, location, products, customer service as well as the number of clients frequenting the grocery stores. We also observed their promotions and how regular they are offered.

Ethical Challenges:

Additionally, various ethical standards were considered during the research. First, we had to make sure that we eliminate plagiarism by making a list of credible primary and secondary sources. We also had to ensure that all participants agreed willingly to take part in the research process. Due to the chosen approach of personal interviews every consumer agreed to participate in the research on a voluntary basis (Wilson & Fraser, 2013).. They were notified about the direction of the interview as well as the interview questions through email and before starting the interview sessions. It is important to announce the research’s nature through email or personally. Additionally, we had to consider the rights of the participants. We had to ensure that personal information was confidential. In this case, we did not present the list of the participants at the end of the research as most of the consumers were against it. We only mentioned the country of work and their status so as to protect their privacy. The data gathered was strictly used for the project purpose. We also made sure that there were no misinterpretations.

Section 4: Discussion and evaluation

Clearly state the following:

Number of participants:

In the particular study, researchers chose 200 participants. They included both male and female from different parts of the country. There was 130 women and 70 men. Additionally, the participants included both young and old. The older people with families were 110 and those without families were 80.

Number of respondents:

The number of respondents was 150, the number of female who responded to the research was higher compared to that of the males. They included 100 women and 50 men.  The respondents were interviewed and asked face-to-face questions. The number of respondents was considered adequate for the research questions that were involved.

Any rejections:

Twenty of the participants were rejected as they refused to corporate. They could not answer some of the questions and this could have affected the entire research process. Other participants did not understand English which made it difficult to communicate with them.

Discussion and Evaluation

Based on the research questions and objectives a theoretical model was developed.

About 110 participants reported to purchasing products from the stores that offer promotions. However, 40 of the participants which is equivalent to 27% claimed that they do not consider promotions when purchasing products from the grocery stores. The research shows that almost the same number of females and male purchased products due to the promotions. Hence, it is evident that promotions and discounts have an impact on consumer purchasing behaviour (Shamout, 2016).

            First it is evident that price discount has a strong positive connection with purchasing behaviour. The participants questioned admitted that price discount is one of the major promotions that they are aware of in the market. Other promotion tools that the consumers admitted to know included buy one get one free promotion. After assessing the data it is evident that the promotion tool has positive impact on the consumer buying behaviour (Shamout, 2016). Additionally, free samples are considered as among the promotion tools known by the consumer. From the research it was clear that there is significant link between free samples and consumer behaviour. Additionally, most of the clients claimed that they can switch supermarkets due to promotions. 90 of the respondents claimed that they can switch their preferred supermarket if the get promotional scheme. 60 of the respondents claimed that they would not change their preferred supermarket due to promotion. It shows that most clients are price sensitive.

The research also shows that most of the clients would switch products due to promotions. Only a small part of the respondents claimed that they would not switch products due to promotions. The results shows the changing consumer behaviour in the grocery industry.

From the research, it is also evident that consumers do not prefer trying different brands. 90 of the participants claimed that they are loyal to certain brands. However, 60 of the participants claimed that they are not loyal to certain brand as they like to try out new products. The outcomes of the research support the theory as it shows that most of the clients are loyal to certain products based on the quality. The emergence of different stores has also affected major multiple brand loyalty. Some of the leading stores continue to enjoy brand loyalty. According to the research, the UK  grocery sector is made up of intelligent impulsive buyers and functional foodies who continue to show loyalty to the leading brands. Therefore, a huge number of grocery shoppers stay loyal to the major brands. However, it appears that some of the brands continue to enjoy a high rate of brand loyalty than others. It is influenced by geographical convenience and price deals. A high number of shoppers visit the discount stores so as to get the best deals (Kardes, Cronley & Cline, 2014).

Figure 2

First, we found out that those that have a hard time visiting the supermarkets prefer shopping online. According to the research most of the clients prefer purchasing product online. 100 of the participants admitted that they always purchase product online. 20 of the participants claimed that they shop online very often. Only five of the participants claimed that they never shop online. This shows the changing consumer behaviour in the current UK grocery market.

120 (80%) research respondents maintained that they do visit traditional stores before purchasing products online. 30 (20%) of the participants claimed that they visit the traditional store before buying products online. The study also shows that most of clients do not visit the traditional stores before purchasing a product online. This shows that clients are becoming accustomed to the changing market (Shamout, 2016). It also highlights the changing behaviour of the consumers.

Quality is another aspect that influences customer behavior. Most of the clients consider the product quality when purchasing products either from the online stores or traditional supermarkets (Shamout, 2016). Additionally, the results showed that the consumer shopping behaviors are highly changing. Most of the respondents argued that they do not shop on a weekly basis. The consumer demand mainly influences the change. Major supermarkets are opening new stores countrywide. Additionally, the traditional ways of defining the consumers have become outdated as consumers continue to change their buying habits and mediums of influence. Most of the consumers claimed that they get information about from the internet. Only a small percentage of the respondents claimed that the get information from TV. Technology has had a major impact on the UK grocery sector. Online shopping has revolutionized the convenience. From the research, it appear that technology has introduced new ways of budgeting their shopping. People are able to track offers through the internet which offers them a chance to budget their money (Wilson & Fraser, 2013). The number of people using online websites and social media has grown. Consumers use online platforms to research on new products, promotions and where to purchase products. The changing consumer behaviour is influencing the supermarket sector. Most of the supermarkets are forced to embrace technology so as to offer their clients best services. It is also evident that promotions have significant relationship with the consumer behaviour. Most of the clients prefer promotions compared to brand loyalty.

Section 5: Conclusion

The research looks at customers’ reaction to promotion in the supermarket sector. From the research it is evident that promotion has a huge influence on consumers’ purchasing behaviour. The promotions induce the clients to purchase more goods than the anticipated. This is because promotions allow the clients to save money. Additionally, from the research it is clear that clients switch products due to promotions. Promotions offer the consumers a reason to try new products. The research found out that promotions have negative impact on brand loyalty. Clients are able to find different brands, hence, they have a chance to choose from them. A conscious clients understands that promotion is a marketing strategy for a business to make a product more attractive. The research shows that promotions increase the number of consumers. Another important aspect of the research is that it showed the relationship between different promotion tools and consumer behaviour.

First, research showed that there is significant link between discount and consumer purchasing behaviour. Free sample also have an impact on the purchasing behaviour of clients. Also, clients tend to go for products that have buy one get one free promotions. Mainly, the promotion tools are important in stimulating customers towards purchasing goods. The research also shows that quality is one of the major reasons that clients purchase products. Hence, it is important for organizations to be careful when implementing promotions. Companies should not compromise product quality. When people see that their brands have promotions they are likely to purchase the product before the promotion ends. Promotions increase customer satisfaction as they have to save money. Additionally, it is evident that the changing market has also influenced the consumer behaviour. For instance, most of the clients purchase products online instead of visiting traditional supermarket. Internet has provided a platform where the clients can shop at the comfort of their homes. Many clients feel secure when buying products online. Moreover, the platform has made it easy for the shoppers to track promotions. Currently, most people do not rely on TV advertisement to learn about a promotion. A huge number of people visit promotion sites to track promotions.

Many organizations are striving to increase their competitive advantage in the grocery industry. They focus on appealing more clients. In this case, they introduce promotions so as to remain competitive with the retail sector and attract new clients. The place is another element that influences consumer behavior is the place. Major groceries are located close or inside the central areas. Others are located in single locations or near other retailers. Groceries are located close to their clients, hence offering them convenient shopping. Major supermarkets also ensure that there is transportation system near their stores.  This offers the supermarkets a chance to make deliveries to their clients. Promotion is another aspect that influences consumer behavior. The stores are using communication channels to deliver messages concerning their promotions. However, promotions differ in all the supermarkets. Many supermarkets rely on clients’ expectations and needs when coming up with promotion campaigns.

The particular research shows that the adaptations of new strategies based on changing consumer behavior will help the small grocery stores compete with the major stores. Nevertheless, it is important to be cautious when interpreting the results as the research focuses on some few companies. The information cannot be adopted in other parts of the world. Additionally, it was difficult to gather information as some of the consumers were not cooperative. The clients required more information before cooperating with us which delayed the research process. 

For future studies, it is important for the researchers to focus on the retail sector as a whole rather than focusing on the major supermarkets. This will allow them to compare strategies used in both areas. Additionally, it is important to add more factors that will help in understanding the changing grocery sector in the UK. Some of the factors that can be researched include economy of scale and government policies. The aspects will allow researchers to have a clear understanding of the revolutionizing retail sector. However, I expect that the findings of the study will help small groceries in improving their strategies. It will also show them the importance of understanding the consumer behavior before investing in the market. The groceries will also understand the important factors that they need to focus on so as to increase the competitive advantage. Researchers can as well study other companies in the retail sector so as to generalize the results.

Appendix

Questionnaire

1. What is your age bracket (years)?

• What is your gender
• Female
• Male
• Do you know promotional offers and discounts offered by other supermarkets?
• Yes
• No
• Do you consider yourself loyal to a particular brand?
• Yes
• No
• Have you ever purchased a particular due to its promotions?
• Yes
• No
• Do you consider a brand’s quality when purchasing an item?
• Yes
• No
• How regularly do you visit promotion sites?

• How regularly do you shop online?

• Do you purchase items more often than you need them when there are any promotions?
• Yes
• No
• Do you visit the supermarket to view the product before purchasing it online?
• Yes
• No
•  Do you consider online shopping a safe purchase method?
• Yes
• No
•  How significant is it for to buy the right brand when shopping for an item?

1. What sources do you gather information about promotions?
2. Friends
3. Internet
4. Family
5. TV
6. Other
7.  Will you like to switch your preferred supermarket if you get promotional scheme in another supermarket?
8. Yes
9. No
10. Is there a particular brand that you buy purchase due to its promotions?
11. Yes
12. No

References

Babin, B. J. (2017). CB Printed Access Card). [S.l.], CENGAGE LEARNING CUSTOM

P.

Bourlakis, M. A., & Weightman, P. W. H. (2013). Food supply chain management.

Ames, IA, Blackwell Pub. http://www.myilibrary.com?id=131207.

Consumer’s impact on decision making. (2016, April 4). Retrieved April 9, 2017, from

Groza, M. D. (2015). Marketing Challenges in a Turbulent Business Environment:

Proceedings of the 2014 Academy of Marketing Science (AMS) World Marketing Congress. Cham, SWITZERLAND: Springer.

Heilman, C., Lakishyk, K., Radas, S., & Nakamoto, K. (2004). The Effect of In-Store

Free Samples on Sho rt- and Long-Term Purchasing Behavior . Retrieved March 9, 2017, from https://pdfs.semanticscholar.org/e716/ba872c291016ec2188de920ac150ecfab265.pdf

Kardes, F., Cronley, M., & Cline, T. (2014). Consumer Behavior. Cengage Learning.

Kardes, F., Cronley, M., & Cline, T. (2014). Consumer Behavior. Cengage Learning.

Musso, F., & Druica, E. (2014). Handbook of research on retailer-consumer relationship

development. Hershey, PA : Business Science Reference.

Schnedlitz, P. (2010). European retail research 2010. Wiesbaden, Germany, Gabler.

http://public.eblib.com/choice/publicfullrecord.aspx?p=751292.

Shamout, M. D. (2016). The Impact of Promotional Tools on Consumer Buying Behavior in

Retail Market. International Journal of Business and Social Science , 7(1), 75-85. Retrieved April 10, 2017.

Szmigin, I., & Piacentini, M. (2014). Consumer behaviour. Oxford : Oxford University

Press.

Wilson, J. C., & Fraser, F. C. (2013). Research Procedures and Data Analysis. Boston, MA,

Springer US. http://public.eblib.com/choice/publicfullrecord.aspx?p=3081932

Order your Copy Today