HI6008 Capstone Project Management Assignment Help

HI6008 Capstone Project Management Assignment Help

HI6008 Capstone Project Management Assignment Help

Chapter 1 Introduction

1.1 Business Research Topic and Significance

In this business researchI had analysed the factors which are responsible for the business of Woolworths or attraction of the customers in the suburbs area of Australia which includes Mosman, Punchbowl, and Blacktown.Woolworths is the leading supermarket in Australia. This topic is chosen for the research because growing competition in Australian supermarket industry creates a need for the organisation to focus on the factors which attracts most of the customers.In the research, I had explained the impact of various designs and layouts of the stores, popular and attractive localities of the stores of the company and ambience facilities which have attracted the customers. The customer attraction is been identified by me as the impact of the company facilities and the localities where the stores of the company are situated (Calvo-Porral & Levy-Mangin, 2016). The ambience and other factors of the company have the great influence on attracting the customers. The research topic is based on the different customer needs and requirement in the different suburbs of Australia. The main focus of the research is in the three suburbs mentioned above. The punchbowl suburb has the majority of people with high class and rich class having commercial localities with cinema halls and railway stations. The other suburb of Blacktown is largest with 50% of thepopulation of Australia and others of India as well as has the multicultural feature. The wealthiest and popular suburb of the country is Mosman where luxury provides the business profitability. (Calvo-Porral & Levy-Mangin, 2016)

HI6008 Capstone Project Management Assignment Help

The importance of the business as per the topic of the research is very important. From the above research conducted on Woolworths, the company can use the data to improve the business plan. The attraction of the customers provides the high level of customer satisfaction and is also very useful for the company to get the information about what the customers are attracting to its stores (Hüttinger, et. al., 2012).

1.2 Background and Research Questions

The background of the topic is the research on the factors which are responsible for the customer satisfaction of the company by the more and more attraction of the company. The company getting the customer satisfaction and attraction to its stores is very important in an organization. From the research conducted, the company gets the information about the customer satisfaction and the customer loyalty level (Mosahab, et. al., 2010). This research plays an important role in providing the information to the company and to the customers of the company. The customers providing their feedback on the questionnaire helps the company in getting the knowledge about the customer base of the company in different suburbs of Australia (Mosahab, et. al., 2010).

The research questions are those whichprovide the company with a fundamental core of the research project which focuses on the project, study, and the literature review, the methodologies, research project and the tasks of the company which can achieve the objectives of the company. The research questions are related to the project and on which the research is being conducted (Bill & Chan, 2010). The question of the research conducted on “Critical analysis on the factors as on the basis of geographical background, cultural perspective and wealth, responsible for attracting customers towards Woolworths on in the area of Mosman, Punchbowl, and Blacktown” is:

Which factors are responsible for attracting customers towards Woolworth’s supermarket?

Research Hypothesis is the statement which is prepared by the researchers on the outcome of the research or investigation done. The research hypothesis is prepared by me on the outcome. These are the two situations which have the equal opportunity to occur.

H01: The customers are satisfied with the Woolworths in all the three suburbs.

H02: The customers are not satisfied with Woolworths in all the three suburbs.

1.3 Methodologies and Techniques

The research method used for this research is mixed method of research which contains qualitative and quantitative methods for research. Qualitative method is one in which qualitative data is collected by the use of secondary methods or primary methods of data collection.  Qualitative data in this research is collected through magazines, articles, previous researches, websites and more sources of secondary data. The quantitative data in the research is collected through survey questionnaire designed. The responses are received from the customers who are selected by the way of random sampling technique. These responses are evaluated to get the final conclusion of the research.

Primary Research Method- In this research, the customers is selected randomly to conduct the information. In this project,I have included the questionnaire which is the part of primary research method.

Secondary Research Method- The secondary data is collected in this research with the help of literature review, research papers, website sources, books, etc. To collect the information about the demographics of various suburbs, Australian Bureau of statistics is also been referred.

Qualitative Technique- These techniques provide qualitative and detailed form of data for answering the research questions of the research. Here, observation form is been used for collecting qualitative data. Literature review also contains qualitative data which justifies the topic of the research.

Quantitative Technique- Quantitative Techniques provide quantitative data which is been collected with the help of questionnaire n this research (Venkatesh, et. al., 2013).

In this, the Random sampling method is usedto conduct the research as the questionnaire is used to conduct the primary research and the randomly selected population from the universe are selected for conducting the research.

1.4 Research Process

The research process followed in this project is given below:

Planning of the research- It is the first step in the research. The research is planned according to which the whole research is conducted (Gerrish & Lacey, 2010).

Implementation of plans- The plans made in the first step are implemented which is the next step in conducting the research. The plan relating to the research methods are followed so that aims and objectives of the research can be met successfully.

Gathering data- The next step of the research process is to gather the data. Here, the data is collected through primary and secondary sources (Gerrish & Lacey, 2010).

Analysis of data-the data collected through questionnaire, observation and secondary sources is analysed and then presented (Finlay, 2013).

Conclusion and recommendations- From the collected data and used information, I concluded the research and provided recommendations to Woolworths(Finlay, 2013).

1.5 Summary of the Report

The summary of the report is that Woolworth is attracting customersto its stores because of its wide range of products and services, layout of stores, ambience, staff behaviour, etc.The factors which influence the attraction and interest of the customers in the company are explained in this report (Angelova & Zekiri, 2011). The competitors of the company and various methods by which the company can increase the competitive advantages are also analysed.The research also includes various methods and the techniques which were used to conduct the research. The research techniques and the methods include the questionnaire, surveys and the various methods of collecting the data (Angelova & Zekiri, 2011). The literature review is based on the customer attraction towards the company and factors which are responsible or are influencing for the customer’s attraction to the company. The research also provides the customer satisfaction survey or the questionnaire which includes the company’s customer’ssatisfaction (Kim & Lee, 2011). The research topic and the questions of the research were used for the discussion in which the findings of the research and the conclusion were discussed (Kim & Lee, 2011). The research topic and the future research topic which can be used to conduct the research are discussed in this report. The research is been conducted on the factors which are attracting the customers to the company Woolworths.

Chapter 2 Literature Review

2.1 Introduction

The topic of this research is “Critical analysis on the factors as on the basis of geographical background, cultural perspective and wealth, responsible for attracting customers towards Woolworths on in the area of Mosman, Punchbowl, and Blacktown”. This topic covers the analysis of various factors which helps in attracting maximum customers towards the largest supermarket of Australia i.e. Woolworths. Three suburbs (Mosman, Punchbowl and Blacktown) have been taken for the critical evaluation of the factors and to study about them in depth.

After the completion of review on literature, Firstly, I have found that, the Woolworth is one of biggest revenue generator in Australia. To generate this revenue, their main focus is on the people and their background while providing or arranging goods and services in particular geographical location. Secondly, Woolworths is facing huge competition in the market of Australian retail industry. In order to maintain their position they are continuously focus on consumer’s changing behaviour, needs and requirements. Furthermore, Woolworth has competitive edge over its competitors. On the basis of, wide range of branches in all over Australia and mobilizing it local industry to produce fresh food and delivering it to customer’s doorstep. Moreover, customised product range, customer’s service, and store design and ambience makes exceptional experience for a customer over its competitors.

2.2 Topic 1: Analysis of Woolworth’s business model on geographical perspective and its competitive strategy.

As per my findings, Woolworths is the largest supermarket in Australia, which believes in providing a vast variety of goods and services to the customers according to their geographical background. Woolworth has set its business model on the basis of geographical experiences and following its competitive strategy. It provides products to the customers according their desire, needs and requirements.

As per Keith (2012), Australia is the country which has the mostfocused and rigorous supermarket industry. The biggest supermarket in Australia is Woolworths which was founded in 1931. Woolworths own more than 840 supermarkets in Australia and the revenue of the brand is more than $3.5 billion which makes it stand on the second position in the country in terms of revenue. Supermarkets have a tough competition to gain maximum no. of market share in Australia. The supermarket industry of Australia have many big players like Safeway, Coles, ALDI and more but Coles and Woolworths together contains 80% of the market share (Keith, 2012). According to Mohan (2013), in the retail supermarkets, customer satisfaction is the main aim and goal. Without customer satisfaction, the stores are not able to sustain in the competitive markets.

Woolworths ensures its customer satisfaction and retain their loyalty so as to maintain their number one position in the global markets and in the domestic markets of Australia. Woolworth adopts a global business model in which it responds to the continuously changing needs and trends in the world. The business of Woolworths operates in here big geographies which are South Africa, Sub-Saharan Africa and in Australia which is its home country (Woolworths, 2015). Woolworths moulds its business practices as per the requirement of the nation in which it operates. Like the government laws and policies are followed in order to perform successfully in different countries.  Woolworths also source the opportunities so that more competitive pricing can be delivered to the customers. Global retail is a modern concept which is going through the period of changing consumer expectations. Many big retailers are expanding their business to other countries through digital channels and also by opening physical stores so that they can bring growth to their business and meet the global level of competition. Woolworth not only sells its home products but also offers several products in order to provide variety to the global customers. It has a wide product range in order to allure customers. Woolworth also provides remuneration to its human capital so that it can get the efforts by the top talents in the industry and it can be globally competitive. As a food retailer, Woolworth forms a good supply chain which operates at a global level. The business also builds up strategies which help it to face the challenges on the global level (Woolworths, 2015).

Woolworths have one strategy of designing its stores same everywhere, whether it is in other country or in Australia. It provides the same feeling to the customers in every store they visit. It also eliminates the extra efforts by the company in designing stores and their layouts. But the store provides different products at different places so that the local needs and requirements of the customers can be met. Woolworth integrates its functions with the help of different suppliers who can sit in the middle and help the organisation to integrate different operations at the global and local level (Woolworths, 2008).

The difference between the global and local business model is not much. Woolworth is committed to providing best services to its customers. On the global level, it first analyses the Political, economic and technological factors along with the socio-cultural factors which help the business in knowing the needs of the people and to know the potential no. of customers. In Australia, the supermarket is well known about the people and their needs but they keep on conducting surveys to know the changing trends. In Australia, it combines its business with Coles, another big supermarket and together gains 80% of the market share (Woolworths, 2008).

Summary:

In short, it can be said that Woolworth has expanded its operations in different countries and it tries to fulfil the needs of global and local customers. Woolworths is making use of technologies and innovation in order to set up its operations in new markets and to retain the customers which are already connected with Woolworths. When the needs and requirements of the customers have fulfilled appropriately, satisfaction and loyalty from the customers are gained.

2.3 Topic 2: Critical evaluation strategy of Woolworths with Coles &Aldi

In critical evaluation process I had found that, the retail industry is highly competitive in Australia. The strategies adopted by the supermarkets need to be evaluated in order to know how they enhance the performance of the business. I analysed that Woolworths adopts the strategy of focussing on its customers and their changing needs and requirements in order to provide satisfaction to them.

The two biggest players in this industry in Australia are Woolworths and Coles. Then Aldi follows both of these supermarkets with the growing share of the market because it is establishing itself as a discounted supermarket which is attracting customers because it is providing low priced goods. Customer satisfaction is a very important aspect for Woolworths and it aims at maximum customer satisfaction and customer loyalty.

According to Mohan (2013), in the retail supermarkets, customer satisfaction is the main aim and goal. Without customer satisfaction, the stores are not able to sustain in the competitive markets. Woolworths tries to ensure maximum customer satisfaction and retains the customers and their loyalty so that they can lead the retail markets of Australia and beyond. As per White (2013), Customer Satisfaction refers to the degree of satisfaction which is been provided by the business to the customers. Customer satisfaction is important because it leads to the customer loyalty, repeated purchase and success of the business (White, 2013). So, customer satisfaction is very important for Woolworths to sustain in this highly competitive market of retail and grocery in Australia. To achieve its goal, Woolworths adopts various strategies in order to maintain its position in the market. It adopts differentiation strategy which leads the company to focus on providing highly differentiated product and product line to the customers. It also believes in adopting different marketing strategies in order to connect with the larger number of people. Woolworth has adopted “Fresh Food People” as its slogan with help and supports it in the differentiation strategy. The organisation focuses on providing fresh food to its customers because quality matters the most according to the organisation. On the basis of providing quality products, the company has reached this level and is a market leader in the industry.

On the other hand, Coles has a strategy of simplifying their business and reducing the costs. It believes in good relationships with the suppliers and conducting regular surveys in order to keep the business up to date with the changing demands and requirements. Coles focuses on improving its supply chain so that the overall business can be improved and the business can gain competitive advantage. Aldi follows the different strategy of providing the lower priced goods by selling more of the private labels and a lesser variety of goods which ultimately reduces the costs of the organisation.

Woolworth designs its stores as per the convenience of the customers. In accordance with Waja (2013), Woolworth’s store in Mosman, Punchbowl and Blacktown is designed according to the population residing there. As per Hosseini & Jayashree (2014), different suburbs are reflecting on the designs and store layouts. These are important to be considered for attracting the local customers. The stores of Woolworths use its window displays and store entrance for attracting the local demographics of the place. It also includes music, wall posters, product displays and lightening in a way which attracts the local population of the suburbs of Mosman, Punchbowl and Blacktown (Hosseini & Jayashree, 2014).

The supermarket decides its prices as per the demographic situations of places like Mosman includes the professionals such as doctors, lawyers and others who mainly look for quality of products. These are the people having high knowledge about the hygiene in food and quality of products. These professionals consider society in purchasing the products. Prices do not matter to these customers if they are provided with quality products. The company is providing with the excellent quality products to the customers of Mosman so as to gain satisfaction from the majority of the population out there.

According to Lynn (2011), the success of any business is dependent upon three factors i.e. segmentation, targeting a particular class of customers and differentiating your product from that of your competitors. The target market of supermarkets consists of many groups whose demands and needs are different, so Woolworths prepare its strategies in accordance with these needs. Differentiation of customers is done on basis of location, income, profession, age group, etc. Woolworth categorises their customers as per most the appropriate method. For e.g. In Mosman, most of the customers are Australian, so most favoured products by Australians is categorised into one head. Another category for customers in the punchbowl and the black town is created where there is a cultural diversity in the population.

Summary:

To summarise, Woolworths adopts price strategies, store displays, promotional strategies and the relationship is maintained with the stakeholders to significantly compete with the competitors in the industry. It shows how the supermarket moulds its strategies with the different characteristics of customers in different suburbs. It provides customer satisfaction and helps Woolworths in gaining customer loyalty as well. Customer loyalty provides a competitive advantage to the company over the other organisations.

2.4 Topic 3: Competitive advantage of Woolworths

Woolworth found to lead the Australian market on the basis of wide range of branches and local production activity to beat the other competitors. It provides a wide variety of products which develop interest among the customers for the brand. If segments its customers to target them better by fulfilling their needs. The supermarket company have the good reach of business in comparison to other brands in Australia which creates a competitive advantage to the supermarket.

Being the leading supermarket and having tough competition with Coles and Aldi, Woolworths is considering the prices of its products as its main competitive advantage. Singh (2012) stated that prices in different suburbs provide the company with the advantage to attract the customers without restricting them by income, culture etc. (Singh, 2012). The Punchbowl being the suburb having settled and wealthy people provides Woolworths with the chance to attract major earnings from these areas. The wealthy customers of Punchbowl are majorly targeted by the company in providing the high prices for increasing its profits. The lifestyle of people in this suburb of Australia has the exclusiveness as they belong to the richer and wealthier sections of society. The prices of the products are not considered by these people while shopping. The company because of wealthier customers get the benefit of providing high prices of their products so as to get maximum benefits.

According to Kumar (2013), not only the prices affect the profits and attraction of customers of the company but the cultural aspects of the areas also play an important role in getting the customers. For the maximum customer satisfaction, Woolworths focus on the culture and social needs of the customers. For e.g. The Blacktown suburb of Australia includes half of the population of Australia and others from different countries. Because of this, the place has the multicultural factor which gives it a benefit of attracting the people by providing them with the different festivity schemes, offers etc. the prices of the products also get change due to different seasonal factors. This is the competitive advantage for the company over Coles and Aldi as people get attracted with the company pricing policies and cultural factors (Kumar, 2013).

According to Mattsson (2009), customer satisfaction is how products of a company satisfy the needs and demands of customers. The best way to increase customer satisfaction is to provide customer value of their money. It enables the organisation to maintain a long term relation with the customers. Woolworths provide monetary and non-monetary incentives to best employees and selection of best employees are done by taking the opinion of customers. After recruitment, employees are given proper training regarding their behaviour at workplace and knowledge about the products. If any new product is introduced then every employee is given adequate knowledge about it.     

As per the views of Cristobal et. al. (2011), In order to be competitive, segmentation of online market is for the customer who shops online. There are many factors which influence the online users like the appearance of a mobile application or website, nature of services provided online, online security, etc. Woolworths implement online activities for the users of Mosman as people there are highly educated and have high earnings. The online store is also useful for people of punchbowl as it is situated at a distance of 17 Kilometres from the main business district of Sydney and online shopping may attract new customers as well for Woolworths. This provides a competitive advantage to the organisation.       

Summary:

In short, Woolworths should follow these strategies and methods so that they can be competitively stronger than peers in Australia. Customer satisfaction is dependent on factors like location, product quality, additional services, product quality, value for money, facilities etc. additional services like membership cards, free delivery of goods, parking, membership offers, music, etc.  and these are provided by Woolworths to their customers for gaining their satisfaction and loyalty.

2.5 Topic 4- Evaluation of demographic profile of three suburbs

As per my evaluation process on three suburbs that, there are various factors which are responsible for attracting the customers towards supermarkets. These are store design and ambience, marketing and advertising, customer handling and behaviour of employees, prices of products and the types of products it offers to the customers. I found that Woolworth modifies its services, products and other factors according to the places where it operates.

The demographic characteristics of the three suburbs of Australia are given below:

Mosman

As per Domain (2016), Mosman is located at the lower North shore of Sydney in New South Wales. The place is 8 Kms away from the central business district of Sydney. The average age of the population is 40 where 52% are families and 48% are singles. Most of the people are engaged in professions like Doctors, lawyers and others which show that the population is wealthier than the other parts of the country (Domain, 2016).

Punchbowl

As per Domain (2016), Punchbowl is 17 Kms west of the main business district of Sydney. The average age of people here is 20- 40. The suburb has many immigrants from the Italian and Greek origin. Only 46% of the residents in Punchbowl are born in Australia. Rest of them are from Lebanon, Vietnam, China, Indonesia and Greece (Domain, 2016).

Black Town

According to Domain (2016), the black town is the home to more than 180 nationalities. That is why there are many festivals celebrated and have cultural diversity. The average age is of 20-39 and it is the most multicultural place. Around 505 of the people are native Australians. Rest of them belong to India, Brazil, China, Philippines, etc. (Domain, 2016).

The factors which are responsible for attracting the customers towards the Woolworth stores in different suburbs of Australia are given below:

Store design, facilities and ambience

According toPhoebe & Nyongesa (2015), it is often seen that the first impression of the store creates the last impression on the customers. If the stores are well designed and have pleasant ambience, it will attract the customers and they would like to visit the store again and again (Phoebe & Nyongesa, 2015). As per Tlapana (2009), if the products are not well placed and improper facilities are provided in the store, the customers will not be attracted and will not even enter the store. The customers always prefer a store which is nicely displayed, the products are assorted properly, and ambience is pleasant and has beautiful or attractive store entrance.

Woolworths also take care of the local population while designing the stores. This helps the supermarket in increasing the store traffic and shopping behaviour of the customers. In Mosman, the store is located in a good area where it is accessed by maximum no. of people. On the other hand, in Punchbowl, the store of Woolworths is designed in the way which attracts a young population of the suburb. The store displays products at the entry which attract younger population like sports equipment’s, colourful apparels, etc. In Blacktown,Woolworths makes it store multicultural to attract the population which belongs to different cultures.

Prices of the products

Price is considered as the payment of something in return. As per Haron (2016), the people living in different suburbs are different in terms of income, lifestyle, culture, mentality and society. The prices of goods and services differentiate in every suburb according to people, a society living and income (Haron, 2016).

Marketing and promotional activities

According to Obonyo (2012), major variables included by supermarkets in their market strategies are promotional, price variation, location and customer services. As per Matamalas & Ramos (2009), using promotions as marketing strategies have increased rapidly in recent times. Factors like location, target age group, the purchasing power of people, etc. are considered before formulating the promotional strategies. Promotional activities may not result in increased revenue if it is not implemented effectively. According to Mohan (2013), while doing promotions with the help ofsocial media, hoardings, sponsorships etc., Woolworths include total information of the product.

There is the difference in income earning levels of people in these suburbs. Discounted promotional offers can be started for people in Punchbowl.   In Mosman, the average age of the population is 40 and most of the population is engaged in the professions like doctor, lawyer and others.  Woolworths use promotional activities like putting hoardings near corporate offices, sponsorships of events and conferences, etc. to attract these customers. As the population of Black town has cultural diversity, Woolworths provide sponsorships in arrangements of different festivals held in these suburbs.

Customer handling and employee behaviour

According to Beatson, et al. (2008), Main objective of any business is customer satisfaction and personalised services must be provided to them to retain them with the organisation. Retention of current customers is more profitable for the organisation than attracting new customers (Beatson et al., 2008). Woolworths tries to provide better customers services to attract frequent customers in supermarkets. There is cultural diversity in punch bowl and Black town, so, Woolworths provide training to their employees to talk to them in their native language. The company also try to employee people from these areas so that customers will be able to associate themselves with the company.

Market segmentation

As per Larsen (2010), market segmentation on basis of gender can also be advantageous as needs and wants of male and female customers can be very different. Woolworth determines the needs and expectations of both genders separately. Demands of different age groups are determined with the help of survey or questionnaire and Woolworth segments its customers on the following basis:

Demographic segmentation includes age, gender, occupation, education, nationality etc.

Psychographic segmentation includes interests, the opinion of population, attitude of people etc.

Behavioural segmentation includes Loyalty of customer toward the company, Customer preferences etc. (Goyat, 2011).

Summary

It can be summarised that Different suburbs are different in terms of their needs, requirements, choices, behaviour, and lifestyle and so on. That is why; this research focuses on how different locations (Mosman, Punchbowl and Black town) are considered by Woolworths for meeting the demands and requirements of the local people (Domain, 2016). Catering to different needs of the people residing in different areas/ suburbs creates an advantage for Woolworths which provides it a competitive advantage.

2.6 Conclusion:

It can be concluded that Woolworth is the largest supermarket of Australia which is committed to providing valuable services and products to its customers.  These services and products are provided keeping in mind the needs and requirements of the local population of three suburbs considered in the research. These suburbs are Mosman, Blacktown and Punchbowl in which the population is different in terms of choices, age, behaviour, lifestyle, status and many other factors. 

The expansion of Woolworths in different countries shows that its global business model is successful. Woolworths have different price strategies, marketing and promotional strategies and display strategies to match the demands of the customers which ultimately satisfy them and bring customer loyalty for the brand. The competitive position and advantage have been analysed which shows that the organisation leads in the Australian supermarket industry and still striving to get success at the global level. It is much ahead of its competitors like Coles and Aldi in Australia.

Chapter 3Data Collection and Analysis

3.1 Introduction- Data Collection and Analysis

Data is collected in this research by referring to the primary and secondary sources of data. The data collection process of the research includes the gathering and attaining the information related to the topic of the research. The data collection in the research is done with the use of various methods (J. N., 2014). Various sources are referred for collecting quantitative as well as qualitative data so that the research can be completed successfully. These sources of data collecting are books, websites, questionnaire, observation list and the articles. The data collection methods used in this research are primary and secondary methods.The primary sources of collecting data used in this research are observation method and survey questionnaire (J. N., 2014). The secondary sources of the data collection method used in this research are government publications, past researchers, census research, websites and other journal articles.

Demographic datafrom suburbs collected through secondary sources

The demographic characteristics of the three suburbs of Australia are given below:

Mosman

Mosman is located atLower North shore of Sydney in New South Wales which is around 8 kilometres distance from the central business district of Sydney. The average age of the population living in Mosman is 40 years. This means that the products and services provided by Woolworths in this suburb should be capable of fulfilling the demands and needs of the population residing in this area. Woolworths store in this area should provide a facility of home delivery as most of population belongs to high standard families and are busy with their professions. Most of the population comprises of doctors, lawyers and other professions who are wealthier than most parts of the country. The Average Household Income in Mosman is Aus. $ 2465 per week which is higher than most parts of the country. This means that Woolworths can also sell the higher priced goods in this suburb because the population does not care about the price. They just need prompt services and quality products from the supermarket.(Domain, 2016)

Punchbowl

Punchbowl is located at South- western Sydney region which is around 17 kilometres distance from the central business district of Sydney. The average age of the population living in Punchbowl is 20-40 years. This means that the products and services provided by Woolworths in this suburb should be in consideration with the age of population. The demands of the customers differs with their age. Woolworths in Punchbowl have young as well as mid age adults who creates demands for variety of products and services. The average annual Wages for the people living in Punchbowl is AUS $557 per week. This shows that the Standard of living is average. The store needs to focus on the prices of the products it offers because the people will mostly prefer the products which are reasonably priced.

The suburb has many immigrants from the Italian and Greek origin. Only 46% of the residents in Punchbowl are born in Australia. Rest of them are from Lebanon, Vietnam, China, Indonesia and Greece (Domain, 2016). This also shows that the products have to be such which fulfils the need of the people belonging to different cultures. For e.g. the store in Woolworths have to keep stock of Noodles because Chinese population will require the same.

Black Town

Black Town is located in New South Waleswhich is around 34 kilometres distance from the central business district of Sydney.The average age of the population living in Black Town is 20-39 years. It shows that the products and services should be such which fulfils the requirements of the people which belongs to the above mentioned age group. The average income of household in Black town is AUS$ 1174 per week. It shows that the living standard is average.According to Domain (2016), Black town is the home to more than 180 nationalities. That is why there are many festivals celebrated and have cultural diversity. It is the most multicultural place. Around 50% of the people are native Australians. Rest of them belong to India, Brazil, China, Philippines, etc. (Domain, 2016). So the services and products of this store should be designed to fulfil the need of multicultural people.

The analysis is the detailed study of the data which is collected in the research. The detailed examination of the elements of the research and the structure of any report or data collected is its analysis. The analysis of the collected data is very necessary as it provides the company with the information about the customer opinion and the view of the customer on the company’s performance or on the topic of the research (Wilcox, et. al., 2012). I have collected secondary and primary data for this research which must be analysed for drawing conclusions and provide recommendations. This analysis of the data collected informs about the given information and clears the findings of the organization. The information which is collected by the organization includes thevarious processes of the company. The opinion of the customers and the satisfaction level of the customers in relation with the company is analysed in the analysis of the research. The performance of the company and its effect on the customers is also analysed by the company. The data collection and the analysis of the research provide the information which is described and gained through the study of research (Wilcox, et. al., 2012).The data collection and the analysis go together. The data collected and the analysis done is based on the research data collected by the company. It is very important for the organization to get the data analysis so as to get the benefits of enhancing the performance of the company. I have analysed the data which has been collected through questionnaires and observation method. Secondary data is also considered for supporting the primary data.

3.2 Sampling Method

Random sampling technique is used for conducting the research on “Critical analysis on the factors as on the basis of geographical background, cultural perspective and wealth, responsible for attracting customers towards Woolworths on in the area of Mosman, Punchbowl, and Blacktown”. Here, from the whole population of the customers of Woolworths in these three suburbs (Mosman, Punchbowl, and Blacktown), randomly 20 customers are selected. It helps in collecting the data and analysis of the data for reaching the findings and conclusions of the research.

The data which will be considered to test the hypothesis will be the literature review and the questionnaire. The questionnaire and the literature review is the major considered part of the research which is considered by the company (Kral, et. al., 2010). The questionnaire will be collected by the company in the manner survey conducted. The literature review of the research will be based on the research topic of factors which are responsible for the attraction of the customers toward the company. This literature review will be prepared with the help of the internet sources and journal articles.

The tools and the techniques which will be used by the researcher to record the observations are the observation sheets which will be used by the researcher in merging it with the research report prepared. The research report which is prepared by the company will include the company the random sampling method, the qualitative and quantitative techniques (Kral, et. al., 2010).

The sample which will be used in the report will be chosen from the population according to the random sampling. The universe will be considered for the research and randomly the research is conducted on the population. The research which is conducted will be the most effective use of the company.

The accuracy of the research can be measured by the sources of valid evidence used in the research for preparing the literature for conducting the overall research. The research which will be conducted must consider the accurate and evidence of the true sources of the data available on the internet and the websites including the journal articles about the company (Kral, et. al., 2010). The information available on the website of Woolworths is also considered by the researcher for the research project. The accuracy of the project research can also be measured with the originality of the collected and recorded data which is done by the primary sources. The customers are considered for the sources which are covered in this.

3.3 Data Analysis

Data Analysis: Data analysis is the process of clearing and investigating the data which is collected through primary and secondary method. The research conducted with the purpose of creates findings for the company Woolworths and its performance includes the data analysis of research. The transforming of data is data analysis to serve the objective of information, conclusions, decision making etc. (Hair, et. al., 2010).

In this research, I have analysed the data collectedfrom primary and secondary sources in the form of questionnaire and literature review. The questionnaire is prepared with the goal of achieving the customer satisfaction in the different part of suburbs of Australia. The questionnaire prepared is then circulated among 20 people selected randomly from the population and asked them to answer the questionnaire without being biased. So, I have taken sample size as 20. The collected data and the answers are then collated and recorded in the form of graphs and then analysed (Hair, et. al., 2010). This analysis helps to gain the information related to the company and its performance and which methods the company is using to satisfy its customers. The data analysis helped in preparing the company for future.

Questionnaire Analysis

Do you live in this area?

When the question was being asked from the chosen customers that do they live in these three suburbs, 80% of the people responded yes and 20% said no.This means that 16 people are the residents of these suburbs while 4 are just the visitors.

(Refer 3.1 in appendices)

Do you buy groceries from Woolworths?

On thequestion about buying the groceries from Woolworths 75% people responded yes and the other 25% population provided that they do not purchase  groceries from these stores. 75% of people confirmed that they purchase their groceries from Woolworths as it is offering fresh products and good quality of services. 75% of population is satisfied from the Woolworths and its products. The groceries which are offered by the company are very much qualitative and the quality is also fine. This data shows that most of the people are buying from the store because they are loyal while 25% are not buying from the store because either their experience is not good with the store or they are not satisfied with their products or services because of any other reason.

(Refer 3.2 in appendices)

How often do you buy groceries from Woolworths?

The suburbs which are considered in this research project include all kind of people. The people were asked about the how often they shop from the Woolworths stores. The respondents which are provided the information includes the 30% who always go to buy products from the Woolworths stores and do not consider any other store. 25% people often go to these stores as they are fond of Woolworths and find the place hygienic and interesting to shop. 50% of the people shop sometimes from Woolworths as they find the prices high and are not brand conscious. 5% of the total respondents never shop from Woolworths as they cannot afford the prices set by the store. It can be analysed that most of the customers shop only sometimes from the store and are not loyal for the brand. They can even go for another brand or competitors of Woolworths and this is mainly because Woolworths charges higher prices than its competitors like Aldi. It is also clear that 30% of the customers are loyal to the brand. It is an indication that Woolworth should work on its prices to attract more customers and to make them loyal for the brand.

(Refer 3.3 in appendices)

What features do you look for when shopping at a Woolworths? (Choose 1 for least like and 5 most likely)

It is analysed that majority of respondentsconsider price and quality as the most important feature while buying products.Varieties matter to them on the ranking of 3 which they believe should be the part of every organization. The convenience shares the slot or ranking of 5 as it is the important aspect that the company’s product must have. The needs which are to be met by the company also placed at the rank 5 by the people.

It is analysed that Woolworth should focus on price and quality the most because it plays the major role in satisfying the customers. Prices by Woolworths are bit higher than other stores which creates dissatisfaction among some of the customers. The stores of the company aim at providing best convenience to the customers so that the footfall of the customers can increase. It also tries to fulfil the need of local residents of the suburbs by providing wide variety of products. The brands provided by Woolworths are also of high quality and are trusted ones. The company should focus on prices for attracting more customers.

(Refer 3.4 in appendices)

Your Satisfaction level of buying from Woolworths?

The satisfaction level of the customers is providing the positive response of 70% customers. The 70% are satisfied with the services and products of Woolworths in which the satisfaction level of the customers shows the positive effect. Others ranked on the basis of their liking on the products of the company. The customers who gave 4 rating on the satisfaction are the 10% people. Same 10% is provided ranking 3. 5% people are not satisfied by the company products and services and ranked it on 1. This concluded that 70% people are satisfied with the services and the products of the company and are very convenient.

It is analysed from this data that Woolworths being the leader is capable of maintaining that position because it satisfies its customers by providing them high quality products and wide variety.

(Refer 3.5 in appendices)

Are you satisfied with the service that you have received?

The customers are asked about the services and its satisfaction and to rank them according to their satisfaction. The quality of service of the company and the staff behavior are rated on 5 which the customers are satisfied with. The staff response on the queries are rated 4 which is considerably good and satisfactory. The helpful staff is also rated 4 and on time consuming the customer responded well and the time consuming factor is there in the company and this is rated on the mark of 3. This provided that the company is big and its operations are too lengthy to conduct which makes it time consuming.

It can be analyzed from the data that company is working good on its quality and staff training but it needs to work more on promptness of services which is very important to bind customers with the organization and to create loyalty among the customers.

(Refer 3.6 in appendices)

Do you have any opinion/suggestion for Woolworths to improve their services?

Store Premises

 

 

 

 

 My Observations

Store Size

Very Broad

Broad

Moderate

Small

 Small

Parking Capacity

Very Spacious

Spacious

Moderate

Congested

 Moderate

Store Operating Hours

Till 8 pm

Till 9 pm

Till 10 pm

Till 11 pm

Till 10 pm

Product Categories

Fresh Food

Home wares

International

 

International

International Food

Lebanese

Indian

Thai

Chinese

Lebanese

Product Display

Eye level

Above eye level

Below Eye level

 

Eye level

Product Spacing

Whole Agile

One side

Few Shelves

Not at all

Whole Agile

Staff Behaviour

Very friendly

Friendly

Satisfactory

Un-satisfactory

Satisfactory

Store busy

Very busy

Busy

Moderate

Not busy at all

 Busy

Store Premises

 

 

 

 

 My Observations

Store Size

Very Broad

Broad

Moderate

Small

Moderate

Parking Capacity

Very Spacious

Spacious

Moderate

Congested

Congested

Store Operating Hours

Till 8 pm

Till 9 pm

Till 10 pm

Till 11 pm

Till 11 pm

Product Categories

Fresh Food

Home wares

International

 

International

International Food

Lebanese

Indian

Thai

Chinese

Lebanese

Product Display

Eye level

Above eye level

Below Eye level

 

Eye level

Product Spacing

Whole Agile

One side

Few Shelves

Not at all

Whole Agile

Staff Behaviour

Very friendly

Friendly

Satisfactory

Un-satisfactory

Satisfactory

Store busy

Very busy

Busy

Moderate

Not busy at all

Moderate

Store Premises

 

 

 

 

 My Observations

Store Size

Very Broad

Broad

Moderate

Small

Broad

Parking Capacity

Very Spacious

Spacious

Moderate

Congested

Very Spacious

Store Operating Hours

Till 8 pm

Till 9 pm

Till 10 pm

Till 11 pm

Till 11 pm

Product Categories

Fresh Food

Home wares

International

 

International

International Food

Lebanese

Indian

Thai

Chinese

Lebanese

Product Display

Eye level

Above eye level

Below Eye level

 

Eye level

Product Spacing

Whole Agile

One side

Few Shelves

Not at all

Whole Agile

Staff Behaviour

Very friendly

Friendly

Satisfactory

Un-satisfactory

Friendly

Store busy

Very busy

Busy

Moderate

Not busy at all

 Busy

From the above analysis done it is clear that the company is very much considerable and acceptable in providing the services to the people but with this, the company must consider the other aspects. 60% of selected population responded yes on the question that do they have any suggestion for the company. 40% people provided no and are not having any suggestions for the company and believe that the company is very much offering excellent services to the public. But 60% of population includes the people saying yes and suggesting the company on improvement on the price structure of the company. The prices on which the products are offered are very high which are not affordable by everyone. It reduces the no. of customers for the supermarket.

(Refer 3.7 in appendices)

Observation Sheet

Woolworths in Mosman

Woolworths in Punchbowl

Woolworths in Blacktown

The analytical and the statistical process which are applied to the data are analysis of the data collected and the percentage of satisfied customer on the questions provided to them. The data collected will be able to concluded in the analysis form in which the statistically data is interpreted and the various forms of getting the complete information on the number of percentage of people are satisfied or not are measured. The graphs of the percentage of answers are shown in the research.  The research also includes the various methods of analyses through charts and trend lines which are easy to understand and the pictorial analysis is done. This also includes various methods of analysing the data. The data analysis is provided in the form of results and findings of the collected data and analysed that the particular thing or feature of the company has affected the customers.

The acceptance and rejection of the hypothesis is based on the hypothesis accepted by the customers. Data analysis showing the customers response as a satisfied customers than the H01 is too be selected and H02 will be rejected and vice versa. The hypothesis framed was whether the customer is satisfied or not. From the above some questions it is clear that the customers are satisfied.

3.4 Conclusion of Data Collection and Analysis

The data collected and analysed was based on providing the knowledge and understanding of customer satisfaction of the customers in these suburbs with the Woolworths. The customers are satisfied or not are the major motive of this survey. From the above questions and the data collected on that had provided the information that the customers are satisfied with the services of the company and the company is achieving their targets in the provided suburbs.

Chapter 4 Discussion of Results

4.1 Hypotheses and Acceptance and Rejection of Hypotheses

The hypothesis which is formulated includes the positive and negative aspect of the customer satisfaction on the company. Thecustomer satisfaction and dissatisfactionwas analysed from the above questions. The hypothesis framed was based on whether the customer is satisfied or not. From the above some questions it is clear that the customers are satisfied (Barr, et. al., 2013). The hypotheses were supported and are very much positive on the customer satisfaction level of the Woolworths in the suburbs discussed.

4.2 Literature and Research Results

From the Literature Review,it is been analysed that the research is conducted on the factors which are responsible for the customer satisfaction on the Woolworths in the different suburbs of Australia. I have discussed the global and local business model of the Woolworths in the different discussed areas and suburbs of the Australia. The varieties of products and the services to the customer are the major motive of the company. For this motive, the company is designing its products line and supply chain in the manner to provide the customer satisfaction. The competitors of the Woolworths are briefly compared in the literature review and the strategies and position in the market is considered by the company. The competitors of the company are lacking behind because of the company’s performance and the customer loyalty is also increased. On the other hand, the Woolworths have the competitive advantage on the competitors as the company takes care of the customer needs in the changing market (Domain, 2016). According to the three suburbs of the Australia, the company provides the different price structure and the major aspects of the company.

4.3 Recommendations

I recommend the company to focus on their pricing strategies in all the three suburbs. Although the pricing strategy of the company in all the three suburbs are different and is according to the people residing but the prices of the company’s products are high as per the people surveyed. The population provided the major coverage area which is the prices of the products. The result of the work was that the customers are satisfied with the products and the services of the company but the issue is basically in the prices of the company. The prices of the company must decrease according to the average income of the people to gain the competitive advantage.

Chapter 5Conclusion and Future Work

5.1 Conclusion

From the above researched project, I concluded that the customer satisfaction for the company is very important to survive in the competition. The research topic is the factors which are responsible for the customer satisfaction in the Woolworths in different suburbs of Australia. The conclusion which can be drawn is that the company has different areas in which the company can improve and provide satisfaction to the customers. The customer satisfaction is the most important aspect for the company. On the completion of the data collection and the research project, it is analysed by me that the customers are satisfied and the factors for satisfying the customers include the product quality, variety in the stores, the ambience of the stores, the satisfying sales person, helpful employees and friendly environment of the company. The customer satisfaction level of the company is increasing and this has increased the major features to the company to win in the competition. The results of this research are that the customer satisfaction in the Woolworths is attained by the company and maximum people are satisfied and shopping regularly. The major aspect on which the company must consider is the pricing strategies of the company.

5.2 Future work

The future work on the research related to this must be on the pricing strategies of the company in the three suburbs considered for this research namely Mosman, Punchbowl, and Blacktown. In this research, I can consider the pricing strategies of the company in different suburbs in which the research must be done on the basis of income of the people residing in those areas. The research must contain the major aspects of the prices and for that, the company must also research on the customer ability to afford the products on high prices. According to the research done by the company, it should organize the team and collect the data and plan new strategies for the different suburbs of the Australia. This will increase the customer’s loyalty and accordingly the features of the company to gain the maximum satisfaction among the customers.

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