Waitrose Supermarket: Marketing Brief on Research and Information
MKTG 3080 - Marketing Research
Current business position
Waitrose supermarket is amongst the largest retailers in the UK, categorized as one of the
leading upscale supermarkets in the UK (Wendy 2008). A majority of the branches for the
Waitrose supermarket are largely situated within London, as well as England’s south-east
side. In addition, the chain has also managed to open a total of three branches in England’s
southwest side while Northern England is served by twelve branches (BBC News 2007;
Garner 2008). Wales, on the other hand, has benefited from a total of four branches whereas
Scotland has two. By 2007, Waitrose reportedly had a market share of 4 percent in the food
sector. This has been a tremendous rise in the market share for the company over the years
(English 2008).
Despite the positive trend that Waitrose seems to have set, the company nevertheless is way
behind the market leader, Tesco, with a market share of 30.5%. As such, this is an indication
that the company still has to cover a lot of ground in order to gain a decent market share.
Aside from Tesco, the other top three supermarkets in the UK in order of market share size
include Asda (percent), Sainsbury, and Morrison, both at 10 percent apiece. Waitrose was the
first supermarket in the UK to stock organic foods. However, Sainsbury and Tesco have both
emulated it. Although Waitrose today boasts of 200 branches in the whole of the UK, plans
are underway to have these increased to 400 by 2017. In effect, this will mean that the
company’s revenues shall also increase two-folds, to stand at 8 billion pounds. (Garner 2008).
To cushion against possible loss of market share to such competitors as Sainsbury in the
future, Waitrose hopes to very soon launch a wide range of ‘staple products’ that shall bear
the company’s label of Essential Waitrose (English 2008). This way, the company hopes that
their customers shall not switch to the wide variety of cheaper choices surrounding them.
This exercise shall cost the retail chain upwards of 25 million pounds, according to its
managing director, Mark Price.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
Marketing and business objectives
• Waitrose supermarket is committed to ensuring that they provide quality goods and
services by ensuring that its food is both fresh and of quality.
• Another goal of Waitrose is to become the supermarket of choice in the UK in the
next five years.
• Waitrose seeks to integrate the interests of all their stakeholders, right from the
employees to the company directors.
• Waitrose is committed to the provision of quality products to their customers at
affordable prices.
• Waitrose endeavors to ensure that customers enjoy easier shopping at the respective
braces. To achieve this objective, the company has invested heavily in online
shopping.
Research objectives
To examine the customers’ and non-customers attitudes towards the range of products and
services offered by Waitrose supermarkets. The research study also wishes to investigate the
choice by customers to do their retail shopping at Waitrose, besides assessing the shopping
patterns of the customers at Waitrose supermarkets. Ultimately, the areas of operations at
Waitrose that the customers would wish to see improved will also be determined.
How the results will be used
The purpose of this research study is to gain an insight into the attitude and shopping trends
of the customers that frequents the various Waitrose supermarkets, an assessment of their
shopping trips, and also an inquiry of the areas that customers feel that Waitrose should
improve for better service delivery. These findings shall also help the marketing division to
make more informed decisions in the future as they try to promote their products and
services, seeing that the company now has an insight into the preferences of its customers.
Outline methodology
The research design that this study hopes to adopt is a combination of both qualitative and
quantitative research designs. Such a design is projected towards yielding research findings
that shall serve the objectives of this research study.
Sample details
This research study shall be interested in gathering the findings of Waitrose supermarket
shoppers in London, specifically, the teenager and adult shoppers shall be the group of
choice. On the one hand, teenagers have an influence on the buying behavior of their parents,
especially with regard to the purchase of foodstuff. It is therefore important that their views
are addressed. On the other hand, the adults, and especially the parent have the financial
resources to execute the purchase decision.
Timings
It is anticipated that this research study shall span for a total of 3 months, commencing in
June 2009, to August 2009. A breakdown of the timing is as per the table below:
Month
Activity
June
• Review of literature
• preparation and pre-testing of the questionnaire
July
administering of questionnaire
August
Data analysis, draft report review and final report writing
Budget
For purposes of carrying out this research study, it is anticipated that a budget of £40,000
shall be required.
