Ad analysie Essay Example | Topics and Well Written Essays - 250 words

Ad analysie - Essay Example A fallacy is also referred to as a false statement, notion or an argument. Fallacies are based on invalid or false inferences, erroneousness or incorrectness of belief of reasoning. The fragrance Peace Love ad has used fallacies in various ways including the appeal of emotion fallacy. The fallacy of emotion has been emphasized by capture the attention of people and especially women who are willing to be self-actualized. Regardless of the fact those emotions are unable to control the logical thinking of individuals; it is beyond doubt that when the emotions are strong, they can undermine rational thoughts. The fragrance is a form of self-actualization need. A greater part of individuals have a great desire to self-fulfillment. In other words, people have an inclination to be actualized in what they are potential. Although sometimes, the self-actualization needs cannot be fulfilled until the lower order needs are fulfilled, People yearn more to be

Our Interactions With Media Essay Example | Topics and Well Written Essays - 750 words

Our Interactions With Media - Essay Example Fun is derived if one has played the sport before. Despite being a family, it was easier to use it for since it’s a game that they used to play and they are passionate about it. The three selected are all females. The mother is a nurse in a nearby hospital and the niece has just graduated as an accountant. The daughter is in the secondary level learning. Observations As they played the wii sport computer game, it was very evident that the all enjoyed the game and as the nature of the game is that full concentration is a must for fun derivation. Two players were playing at a time and whoever wins plays with the next. It was really painful for one to stay out as she waited for her next turn. The nature of the game is such that one would wish to play again and again. The golf version was the one they enjoyed the most and whenever the ball missed the hole one could even stand up and throw away the remote control since that will mark cumulatively the end of the game for her. On the other hand, whoever was on the winning side could celebrate and rejoice. The mother was like the expert and she was not knocked out at any given time. It was her daughter and the niece whom were constantly knocked out interchangeably. It reached a time where the mother was no longer celebrating even after winning since it was becoming boredom on her side. She decided finally allowed the two young stars to face out. This was the most interesting bit since everyone at their discretion hoped to outdo the other. The pain to lose here was much and the first round the daughter won. She could not believe. The niece at some point could celebrate in style that irritated the daughter. After the whole session of serious play, I asked them some questions. Of the five questions I had the answers to two of which I considered too obvious. The person whom was perceived the best of the three was the mother. I asked of them and it was clear that the more one play the better and sharper they became. It was likely that the mother had played the wii sport for quite a long duration of time. The mother’s response to questions was precise and it depicted a lot of maturity. A question that called for response from all the three was a bit technical since the two children were a bit hesitant in their responses as compared to the mother. The similarity of the responses from the two children in my own perspective was greatly attributed to the age factor. This also brought the difference with their mother because of the great age gap. The differences were interesting since I expected the children to participate fully in the answering of the questions given that they are the ones who seemed to be carried away with the computer game than the mother. The question to whether they would like to play the game again and again was responded d to differently and by this I think it was because the difference in the stage of human development and also other pre-occupational factors. Critical theory is a school of thought which stresses on the reflective assessment and critique of society and culture by applying knowledge from the social sciences and the humanities. The setup created a reflective situation that brought in proper analisation of the computer games. As a term, critical theory has two meanings with different origins and histories: the first originated in sociology and the second originated in literary criticism, whereby it is used and applied as an all in one term that can describe a theory founded

What is the main difference between Aristotle's account of virtue and Essay

What is the main difference between Aristotle's account of virtue and Socrates' account of virtue Who has the more plausible view - Essay Example In this way, Aristotle has accepted the Socrate’s account of virtue as related to courage but he is differentiated from Socrates to the following point: courage, which, in the form of knowledge, is for Socrates the basis of virtue (Kahn 1998, p.85), is considered for Aristotle just an element of virtue; the latter, in accordance with Aristotle, is likely to be influenced from other elements and values, such as eudaimonia (Klosko 2006). The differences regarding the views of Socrates and Aristotle on virtue are analytically presented below; explanations are given, as possible by referring to the relevant texts. Also, suggestions are made regarding the potential limitation of the distance between the views of Socrates and Aristotle on virtue and its elements. The key difference between Aristotle’s account of virtue and Socrates’ account of virtue is highlighted in the study of Achtenberg (2002); in accordance with the above researchers, Socrates emphasized on virtue as knowledge, while Aristotle considered virtue as related to the behavioural characteristics of each individual; in the context of Aristotle’s account of virtue, virtue is an element of human behaviour which requires the emotional development of the person involved (Achtenberg 2002, p.24). From this point of view, minors cannot have virtue – at least not in its full form – since their emotional development is still in progress. The importance of knowledge as a criterion for virtue has been the key characteristic of Socrates’ account of virtue. Curren (2000) noted that Plato accepted the view of Socrates that ‘wisdom is a key element of virtue’ (Curren 2000, p.48). It is on this basis that the suggestions of Plato on education have been based. Taking into consideration the fact that virtue can be taught, as Socrates supported, Plato developed the framework

Our Interactions With Media Essay Example | Topics and Well Written Essays - 750 words

Our Interactions With Media - Essay Example Fun is derived if one has played the sport before. Despite being a family, it was easier to use it for since it’s a game that they used to play and they are passionate about it. The three selected are all females. The mother is a nurse in a nearby hospital and the niece has just graduated as an accountant. The daughter is in the secondary level learning. Observations As they played the wii sport computer game, it was very evident that the all enjoyed the game and as the nature of the game is that full concentration is a must for fun derivation. Two players were playing at a time and whoever wins plays with the next. It was really painful for one to stay out as she waited for her next turn. The nature of the game is such that one would wish to play again and again. The golf version was the one they enjoyed the most and whenever the ball missed the hole one could even stand up and throw away the remote control since that will mark cumulatively the end of the game for her. On the other hand, whoever was on the winning side could celebrate and rejoice. The mother was like the expert and she was not knocked out at any given time. It was her daughter and the niece whom were constantly knocked out interchangeably. It reached a time where the mother was no longer celebrating even after winning since it was becoming boredom on her side. She decided finally allowed the two young stars to face out. This was the most interesting bit since everyone at their discretion hoped to outdo the other. The pain to lose here was much and the first round the daughter won. She could not believe. The niece at some point could celebrate in style that irritated the daughter. After the whole session of serious play, I asked them some questions. Of the five questions I had the answers to two of which I considered too obvious. The person whom was perceived the best of the three was the mother. I asked of them and it was clear that the more one play the better and sharper they became. It was likely that the mother had played the wii sport for quite a long duration of time. The mother’s response to questions was precise and it depicted a lot of maturity. A question that called for response from all the three was a bit technical since the two children were a bit hesitant in their responses as compared to the mother. The similarity of the responses from the two children in my own perspective was greatly attributed to the age factor. This also brought the difference with their mother because of the great age gap. The differences were interesting since I expected the children to participate fully in the answering of the questions given that they are the ones who seemed to be carried away with the computer game than the mother. The question to whether they would like to play the game again and again was responded d to differently and by this I think it was because the difference in the stage of human development and also other pre-occupational factors. Critical theory is a school of thought which stresses on the reflective assessment and critique of society and culture by applying knowledge from the social sciences and the humanities. The setup created a reflective situation that brought in proper analisation of the computer games. As a term, critical theory has two meanings with different origins and histories: the first originated in sociology and the second originated in literary criticism, whereby it is used and applied as an all in one term that can describe a theory founded

The relationship between the people and their spiritualists Essay

The relationship between the people and their spiritualists - Essay Example The relationship between priests and the Church is based on mutual beliefs in the existence of God as the most superior deity and in the belief of a need to have a close relationship with God. Similarly, spiritualists and people in other religions such as ancient religions also spoke of the importance of maintaining a close and intimate relationship with the gods. In other modern religions such as Islam, sheiks serve as the spiritual advisers to the congregation and also advocate the essence of maintaining an intimate relationship with Allah through righteous deeds and faith in Him. The relationship between spiritualists and people is also marked by the latter’s religious duties towards the people. For instance, priests are afforded various duties and responsibilities such as interpreting religious ideologies and laws to the people and administration of ceremonial rights such as baptisms, blessings, and weddings. Priests’ relationships with people surpass the spectrum o f death as priests are also tasked with praying for the deceased at funerals. In other religions, as well as traditional religions, spiritualists officiate funeral ceremonies by praying for the souls of the deceased. In addition, priests and their congregations have a distinct relationship with regard to counseling and offering advice on matters of a religious and personal nature. Spiritualists and priests are notable as having accomplished wisdom that they use to provide counsel and advice to people and the Church respectively.

Btec Sport - Health Saftey and Injury Essay Example for Free

Btec Sport Health Saftey and Injury Essay Objective:- * To recognise and understand different types of injuries Types of injuries:- * Muscle strains tears, pulls and ruptures These are caused by vigorous stretching of a muscle or tendon. In is of regular occurrence in the hamstring and calf muscles when there is failure to warm up correctly before sport. The Achilles tendon of the calf can tear completely this causes sever pain. Tear is where the muscle has been torn, Pull is where the muscle has been stretched and a Rupture is where the muscle completely breaks. We will know when we have pulled torn or strained because there will severe pain and there will be difficulty when trying to use the muscle. There may also be swelling and later on bruising. * Fractured Bones (broken) A fracture is wear the bone cracks or completely snaps. Breaking bones is painful due to the amount of blood vessels and nerves in the bones. Fractures can be categorized in two ways. A Simple Fracture This is just where the bone cracks. A Compound Fracture This is where the bone sticks out of the skin. There is often tenderness around the bone making it hard to use and it will most certainly swell causing it to look deformed. * Joint dislocation Dislocation is where the bone is pulled out of its original joint. It is caused by stressing the bone, commonly by violent twisting. It usually happens at all major joints such as Shoulder, finger, thumb, elbow and ankles. The bone will be surrounded by swelling and covered in bruises and will be tender to touch. * Sprained Ligaments (over stretched ligaments) A sprain happens when a ligament or joint get overstretched and torn. Sprains occur when twisting your foot while running or other similar accidents. The sprain should be treated as a fracture if the ligament is torn because it is a lot more severe. The area of damage while be very sore and will hurt to move it or use it * Tendonitis Tendonitis is caused by overuse of the tendons, frequently in the lower arm in the lower arm; they then become inflamed and sore/painful. This is common with sports such as tennis and golf where the tendon in the elbow is under constant use. The elbow will be very sore and it becomes almost impossible to use without difficulty. Swelling will be visible surrounding the injured tendon. * Concussion Concussion is the result of injuring your brain from taking a lot of impact to the head such as being head butted or banging your head on a hard surface, these cause the brain to rattle around the skull. Concussion is often related with unconsciousness which often follows a serious head injury. In most cases the patient will become dizzy or drowsy and become confused. In major cases there may even be memory loss. * Graze, Cuts, Burns and Bruises These are caused by falling or scraping in a sporting event. They are usually painful but not very threatening and classed as minor. However some cuts can be very deep and would require urgent attention. Bruises will be painful but will not cause any permanent or long term damage. We will be able to recognise bruises by seeing discolouration of the skin and tenderness in that area. * Spinal Injury This is an injury to the spinal column. The spinal column contains nerves and ligaments and plays a major role in our body so when damaged by impact or strain it can be potentially dangerous to move without causing further permanent damage such as paralysis. This occurs after incidents such as car crashes and falls. You will be able to tell if u have damaged your spinal cord because it will be difficult to move and will cause a lot of pain. Objective:- * To recognise illnesses/conditions that can affect sports performance * To discover the causes of injury Types of Illnesses:- * Viral Infections/Diseases Chest Infections, Colds, Flu, Sickness etc. People suffering from viral infections will often have a high temperature, be suffering from pains in the muscles making them feel weak. If someone has a viral infection such as a cold they will probably suffer with a blocked nose, fever, sore throat and frequent coughing. Viral infections cannot be cured using antibiotics, however there are products available to help relive the symptoms. * Asthma This makes a persons airways constrict making breathing difficult. Constriction is normally triggered by certain events such as allergies and temperature change. People having and asthma attack will suffer with symptoms such as a tight chest, also they may start wheezing and be short of breath. This can be relived temporarily by using steroid sprays, one to open the airways when they feel they need it and one that should be taken daily to avoid having attacks later in the day. * Hypothermia This is where the bodys temperature drops below the normal temperature (around 36 degrees Celsius). The symptoms are usually tiredness, slurred speech and loss of coordination. In some extremities the colour and feeling can be lost in the hands and feet as the blood is being diverted away to keep the brain and heart working properly. People will generally feel better when they return to a warm environment as this will encourage the body to return to normal. Hypothermia is common with people such as mountain climber who are often exposed to cold environments for long periods of time. * Hyperthermia This is caused by exposure to high temperatures, such as being in the sun/high temperatures for long periods of time. The results of hyperthermia are that the person will be left exhausted. Headaches, tiredness and thirst are also associated. To relive these symptoms the person should drink lots of fluids, while exercising and when recovering. If the person becomes to hot they could potentially become unconscious then they would require the need of being put on a drip. * Hypoglycaemia Hypoglycaemia is caused by having low levels of glucose in the blood so enough isnt reaching the vita places e.g. the brain. It is commonly associated with people who have type 1 diabetes. Not enough food, too much exercise, consuming too much alcohol and having too much insulin in the blood all contribute to causing hypoglycaemia. The symptoms of hypoglycaemia are confusion, shaking, paleness, hunger and in some extreme cases, unconsciousness. Eating food rich in carbohydrates can reverse these effects quite quickly The Main Causes of Injury Internally Caused * Overuse Injuries * Sudden Injuries Externally Caused * Impact Injuries * Foul Play Injuries * Equipment Injuries * Accidental Injuries Internally Caused Injuries Direct result of the performer, no other person or factor is involved Overuse Injuries (Tennis/Golfers Elbow, Shin Splints etc.) These are caused by over training and over competing. Sudden Injuries These tend to be caused instantly because of over stretching, twisting and turning. They are commonly acknowledged with tiredness and fatigue and normally occur late on in a match. Also doing something too difficult can result in a sudden injury. Externally Caused Injuries Caused by someone or something other than yourself Impact Injury This is and injury from being hit or hitting something. These are often the result of things like:- * An Opponent * Equipment * Playing Surface * Playing Conditions Foul Play Injuries These are normally the result of another player breaking the rules and regulations of the game. They may be unaware of the rules or may be doing it intentionally to harm. Accidental Injuries Different activities have different levels and risk and higher elements of danger. For example Footballers are less likely to gain an injury than someone playing rugby due to it being more physical. Equipment Injuries Old or unchecked/faulty equipment can result in these injuries. Equipment must be frequently maintained to avoid these occurring. These can be as simple as blisters from overuse or in the most extreme cases, even death. Prevention of Injuries * Warm up; loosen muscles for prevention of pulling muscles. * Wear the correct equipment (shin pads), wear them correctly to ensure safeness. * Know and follow the rules of the game to be able to play fair, include using officials to keep the activity under control, this way players are less likely to get injured * Check all equipment is safe and in good condition to ensure faulty equipment cant injure you. * Dont over compete (not doing too much exorcise) * Weather conditions- make sure the conditions are safe (not slippery, stormy etc.) 1. Preparation Before playing or participating in any sport it is vital that you train to your age and you personal fitness. Also a good knowledge and understanding of the sport you will be participating in will also reduce the amount of injuries, a good respect for the rules and regulations of the game will reduce the injuries. A warm up and warm down is essential to help reduce the amount of injuries in the game. Consider having long hair, long nails, jewellery and also the types of clothing you wear could also give you an injury. 2. Participation By according to the rules could prevent an injury, by using reckless tackles and reckless play can injure you and the opposing player. Officials have got to be consistent and fair in their decisions for the game to be fair and this could prevent someone from being injured, players must accept these decisions given by the officials. 3. Equipment For the sport which you are participating in you need to be using the specialist equipment for that specific sport and has to be in good condition, such as shin pads for football, these have to be worn. All equipment has to be in top condition because if this equipment isnt safe and fails you could be seriously injured such as rock climbing etc. 4. Environment The area which the sport is being taken on has to be checked over for litter and unsafe objects. It has to be safe and appropriate. Also you have to check the weather conditions as this could lead the sport being potentially dangerous such as storms and windy weather. Risk Assessment 1. You are about to conduct a badminton coaching session in the sports all. * Make sure that none of the equipment is faulty. E.g. rackets have sufficient grip, nets secured correctly. * Make sure that there is no wet floor * Make sure there is no obstructions in the way of the courts 2. You are taking a year 7 group onto the field for football. * Make sure that everyone is wearing the correct protective equipment. (e.g. shin pads) * Make sure that there are no obstacles on the pitch or area where football will be played * Make sure the weather conditions are suitable for playing * Make sure that the pitch is suitable to play on by making sure its not icy or waterlogged Potential risk of playing- 1. Badminton * Fire * Falls * Foul play * Asthma attack * Hyperthermia * Slips * Lack of communication that could result in injury * Sensible behaviour * Know how to set up safe equipment 2. Football * Falls * Foul play * Asthma attack * Hyperthermia * Spinal Injury * Broken bones * Concussion * Weather conditions * Lack of communication that could result in injury * Sensible behaviour * Potholes * All spare equipment is out of the way * Posts are secured

Customer Satisfaction at Sainsburys

Customer Satisfaction at Sainsburys Implications for the development of Sainsbury in the future 1. Introduction The retail industry is one of the oldest industrial sectors of UK having its roots based in the 19th century. An article in The Financial Times about Sainsburys dropping sales and consequently market shares triggered the research topic and we drove ourselves to the history of supermarkets to reveal the secret behind the big giants (Tesco, Sainsburys and ASDA) fighting for the top position in the market. The reason to select Sainsburys rather than other two foes from the flock was the interesting reign of Sainsburys in past 100 years of business. The article first illustrates the supermarket retailers background and outlines the present problems. Secondly, it analyzes the perception of customers towards the current supermarkets and the extent to which their needs are satisfied by Sainsburys. Finally, the possible solutions are evaluated and it indicates some recommendations for implementation. The work established in the following research is purely based on a quantitative data collection and scrutiny with a wide implementation of literature and marketing research tools. In the following research work, we, group of five students, have cloaked the role of researchers and reaped a considerable amount of sagacious know-how about conducting a research and using marketing research gears in different areas of research. 2. Background to the problem 2.1 About Sainsburys Sainsburys Supermarket is the longest standing major food retailing chain in the UK, with their first store opened in 1869. The mission and policy of Sainsburys is to provide customers with healthy, safe, fresh and tasty food. The quality and fair prices of Sainsburys is taking responsibility to their business. Sainsburys stores have particularly emphasized on fresh food and they devote themselves to create continuous innovation. Moreover, they are concerned about customer needs and based on these needs improve products regularly. Its market share is around 16 % and now they serve over 18 million customers a week. Sainsburys own 455 supermarkets and 301 convenience stores, the type of these stores are categorized into 3 types, which are Main Mission outlets, Main Plus format stores (hypermarkets),and Mixed mission format shops (Sainsburys Central and Local). The large stores offer approximately 30,000 products and offer and support the non-food products and services in many of their stores. Around 88% of British households are provided by the internet-based home delivery shopping service. At present, Sainsburys is the third biggest supermarket chain in Britain after the countrys largest retailer Tesco and Wal-Mart owned ASDA. Their business mission is to be the consumers first choice for food, delivering products of outstanding quality and great service at a competitive cost working faster, simpler and together.'(http://www.sainsburys.co.uk/sol/index.jsp, N.D) 2.2 Describe the problem Sainsburys used to take the biggest slice of the whole retail market in the UK. However, since 1995, Tesco started with their membership cards, and out of blue their sales have increased rapidly. Sainsburys became the third biggest supermarket chain in Britain after the countrys largest retailer Tesco and Wal-Mart owned Asda. (http://news.bbc.co.uk/1/hi/business/4694974.stm, N.D, BBC News) 2.3The main reasons for exploring the problem The formula of Sainsburys success could be concluded in the points which are listed below: High quality products quality assurance Wide range of products Different customer segmentations (http://www.foodprocessing-technology.com/features/feature56457/, ND) Although Sainsburys still follows these points to manage the company, but according to the reduction of the market share, the profit of managing Sainsburys has been more seriously affected. Although Sainsburys could retain the balance of revenue and expenditure, moreover, it remained permanent. It still needs to attract more customers and raise its market share. Furthermore, the needs of its customers should be valued and respected. We need to do marketing research to explore the possible factors which affect customers satisfaction and then use marketing strategies to improve these factors to increase customers shopping demands and enhance their loyalty. 3. Problem Definition An extensive study of market conditions and retail industry in United Kingdom gave us a brief idea about the status of Sainsburys in the retail industry. The largest retailer in the UK till mid 1990s suddenly dropped to the third position loosing its hold on market and decrement in the potential market customers. The decline in market shares and a low rate of sales returns was enough to define the problem for Sainsburys in the present market scenario. With new retailers emerging in the sector deploying all their marketing strategies to be the best in the race, it is very important for Sainsburys to take a brave step now to protect their current position and then to improvise on their hold in the industry. 3.1 Management Decision Problem What can Sainsburys doto regain the market share in retailing industry? The management team now require to sit down and discuss the failure points and the current shortcoming to establish a conclusion to why there is a constant downfall in the shares of the company and why it is being overtaken by a company (ASDA) which has its central operating sector based in a country (USA) which is thousands of miles away from UK. As per a latest study, the retail industry is expected to show an increase in 15% annually and Sainsburys needs to identify the market requirement till they become history for the consumers. (sources) 3.2 Marketing Research Problem The Management Problem was turned into a Research Problem which more specifically tackles the aim of this study. l To determine the various needs of shoppers and the extent to which current Sainsburys experiences were satisfying those needs compared to the competitors. The conversion of the management problem into a research problem makes the concept easier to understand and tackle. It gives a broader prospective of the problem and alongside makes a simple way to handle and implement the desired implications. 3.3 Research Components The research components further diversify the purpose of research and explain the problem in detail. The following components define the research problem: What is the demographic and psychographic profile of the customers? What do customers expect when going shopping in the stores? How well does Sainsburys existing products and service offering meet customers needs compared to Tesco and ASDA? Are there any customer needs that are not being adequately met by Sainsburys? How often do customers go shopping per week? 4. Research Approach Development In this section, it reveals the Exploratory Research conducted and the Conceptual Model. 4.1 Exploratory Research 4.1.1 Literature Reviews This section concerns some available information extracted from Literature Reviews. Based on literature reviews, service quality, is seen as an important factor, and closely related to a retail companies performance. Service quality is perceived by customers as the result of comparing the expectations about the service they are going to receive and their perceptions of the retail companys actions. (Rodolfo Vazquez et al, 2001). It is of great help to demonstrate how to assess the service performance of a retail company and it carries some implications itself as well, which is beneficial when making the model of this study. According to Yan Lu et al (2008) there are five dimensions of service quality in a retail store setting, including: physical aspects, reliability, personal interaction, problem solving and policy. In addition, Rodolfo Vazquez et al. (2001) found that service quality in retail companies adopting the commercial format of supermarkets has a four factor structure (physical aspects, reliability, personal interaction and policies). Physical Environment Physical environment incorporates the inward and outward appearance of the store. According to Rodolfo Vazquez et al (2001), physical environment involves the simplicity and importance of shopping from the internal appearance of the sales outlet. Based on this, Rodolfo Vazquez et al states that there are two physical aspects of supermarkets: store appearance, which includes: decoration, fixtures, equipment, cleanliness, design of product and services publicity leaflets and the convenience of shopping, which includes: interior design and store layout of sections and product shelf position. According to Poping Lin (2005), traditional wisdom teaches that one key to win market share is offering a wide variety of products, which can be helpful for attracting a wider variety of customers. Providing products and services at a close and most convenient location, is the very core of deriving the best return from investments, also the ambience a store maintains can influence a customers purcha se decisions to a great extent. (Prakash Gupta, year) Reliability According to A.Parasuraman et al. (1988), to be reliable is being able to perform the promised service dependably and accurately. Based on his research, A.Parasuraman et al. found out that reliability is the most important factor taken into consideration by customers when they evaluate a retail companys overall service quality. This has also been supported by many researches in other studies. Dabholker et al. (1996) indicate that reliability in the eyes of customers is a combination of keeping promise and doing it well. Keeping promise means that a retail company should stock enough products to satisfy customers needs and guarantee the products quality as well as allowing returns and exchanges and being willing to dealing with any problems from customers. On the other side, in the terms of doing it well, a company is expected to be able to provide customers with fast sales transactions and precise information, such as sales promotions, price and sales slips. (Rodolfo Vazquez et al, 2 001) Personal Interaction Based on existing literature, it is noted that customers are not only interested in the product offerings and physical environment, but also on the service provided by staffs. Personal interaction involves the process followed in order to obtain the sale and the service encounters where the need arises while coming in contact with the retail company employees. (Rodolfo Vazquez et al, 2001) According to Prakash Gupta (year), consumers look for help whenever they are in an emergency. In that situation, store employees helpful advice and assistance will help to reduce the attrition rate of customers and enhance shopping experience. Policy Policy captures aspects of service quality affected by the strategies of the prices and brand assortment. Brand assortment policy must be established with great care and also a large and wide-ranging assortment of well-known brands is needed. (Rodolfo Vazquez et al, 2001) In addition, retail stores should be able to come up with an attractive pricing policy. According to Siu and Cheung, policy has a great impact on customers repeat purchase intention. (Yan Lu, Yoo-Kyoung Seock, 2008) Customer Satisfaction Customer satisfaction is a measure of how an organizations total product performs in relation to a set or customers requirement (Nigel Hill, Jim Alexander, 2006). There is no better advertisement than a Satisfied Customer and nothing worse than a Dissatisfied Customer (Phillip Kotler et al, 2008). Marketing Researchers and Managers have realized how important customer satisfaction is. According to Robert Heller (2006), customer based strategy is the only important form of strategy, product and producer driven strategies are fast dying. Similarly, Customer Satisfaction is the ultimate goal, and an investment that often doesnt produce result in a short term, but leads to Customer loyalty in a medium or long term (Craig Cochran, 2003). The lack of attention to customer Satisfaction costs companies money because there is an intractable connection to high level of customer satisfaction and increased share holder value (Chris Denove, James D. Power IV, 2007) Loyalty It is believed that maintaining the current customers costs less than attracting new customers, in the light of this; it is wise for companies to pay close attention to retaining their current customers. There are efficiencies in dealing with existing customers rather than new customers. (Ruth N.Bolton, 2000) Relative retention has been shown to explained profits better than market share, scale, cost position, or any of the other variables usually associated with competitive advantage. (Niren Sirohi et al, 1998) In general, the customers loyalty is indicated by an intention to perform a diverse set of behaviors that signal a motivation to maintain a relationship with focal firm, including allocating a higher share of the category wallet to the specific service provider, engaging in positive word-of -mouth, and repeat purchasing. (Ulrich R. Orth, Mark T.Green, 2009) According to Zeithaml et al., favorable assessment of service quality leads to favorable behavioral intentions such as p ositive word-of-mouth and preference for one company over others. (Yan Lu, Yoo-Kyoung Seock, 2008). In other word, higher satisfaction relates to higher loyalty. (Ulrich R. Orth, Mark T.Green, 2009) 4.2 Conceptual Model On the basis of the literature reviews, a final model has been defined (Refer to figure 1), which consists of two parts. In the first part of the model, there are 4 Independent variables (namely Physical Environment, Reliability, Personal Interaction, Policy), consisting of several aspects respectively, that may have an impact on the Dependent variables (Customer Satisfaction as shown in the model). As regard to the second part of the model, we assume that the Independent variable, Satisfaction, is connected with Loyalty, Dependent variable. Table 1: Summary of Research Questions and Hypothesis Specification of information needed Depending upon each component of the problem and the conceptual model, research questions and hypothesis, the information needed can be defined as follows: Component 1: To determine the factors customers are apprehensive about when selecting a store for shopping. Perceptions of customers on factors that influence choice of supermarkets Component 2: To determine how well do existing service offering meet customers needs. Evaluation of customers on the performance of ASDA. Evaluation of customers on the performance of Sainsburys. Evaluation of customers on the performance of Tesco. 5. Research Design and Methodology 5.1 Research Design In order to obtain the required information to solve the marketing research problems, research design was carried out for the further step. The research design is the framework or blueprint for conducting the marketing research project that specify the procedures necessary to obtain the information needed. (Malhotra, 2009) There are two basic types of research designs available which are classified in terms of the research objectives: exploratory and conclusive. (Malhotra, 2009) In this report, both exploratory and conclusive research designs were conducted for Sainsburys. 5.1.1 Exploratory research design In order to understand and gain insight to the problem that the company is facing now, a detailed literature review was prepared. 5.1.2 Conclusive research design After gaining understanding of current situation and management-decision problem of the company from exploratory research, the conclusive research was designed to make the management decision, testing hypotheses and also examining relationships between factors influencing the supermarket selection and customer satisfaction of Sainsburys as compared to its competitors. Furthermore, the descriptive research was used to describe the market characteristics and determine those relationships. Due to time constraint, the single cross-sectional design was used and a selected group of respondents were measured at one time. The data-collection technique used in this report was the survey conducted by a predesigned questionnaire. 5.2 Methodology 5.2.1 Secondary research methodology In order to collect data about the companys problem in general, two types of the secondary research were collected. The first one is the internal secondary data. Obtaining information from companys annual report provided the background of the company and fundamental data about its market shares. The second one is the external secondary data. In research approach development step, literatures have been reviewed. The information was retrieved from many sources including census data that provided elementary background of demographic data of UK households and consumption behaviors of UK consumers. In addition, abstracts in form of bibliographic databases have been retrieved from the University of Leeds Portals library. Gaining information from above secondary data can help us to understand the companys situation, define the research problem and also develop an approach to that problem. Journal articles and books provide knowledge in defining the variables in the research model which led to formulate the hypotheses and forming questionnaire design. 5.2.2 Primary research methodology 5.2.2.1 Research approach The major research approach chosen in this report is questionnaire survey. A detailed survey selecting a large sample was conducted to support the literature to get a deeper understanding of factors in choosing supermarkets. Furthermore, surveys were chosen in order to gain insights into the consumer behaviors pattern and consumers perceptions of UK supermarkets. 5.2.2.2 Sampling design Due to budget and time limitation, sample surveys were selected based on direct questioning. A sample is a subgroup of the elements of the population selected for participation in the study. (Malhotra, 2009) In this report, the sample group was selected from the total population in the UK. In determining the sample size, the statistical method was chosen. The sample size was calculated as follows: 2500 * N * Z2 n = ____________________ [25(N-1)] + [2500 * Z2] Where n = sample size required N = population size Z = number of standard errors The total population size (N) is 41,020,711 which are derived from the estimated people aged at 15-64 years in the United Kingdom as of July 2009. The source of information is The Central Intelligence Agency (CIA). In this case, the most commonly used 95% confidence level is applied. When the variables are taken, the result obtained from the formula could be as below: 2,500 * 41,020,711 * 1.962 n = __________________________ 25(41,020,711 -1) + (2,500 * 1.962) = 384 Due to time and cost constraints, 40% of the total sample size was taken into consideration, therefore adding up to 154 samples could be collected in conducting the survey. For the sampling method used in the surveys, the data collected through a survey of 154 respondents was divided into two proportions equally. The probability sampling techniques used in this report is Simple Random Sampling (SRS) in which each sample in the total population has an equal probability in selecting. (Malhotra, 2009) Therefore, half of the total questionnaires were executed by people living in Leeds and the rest was from people living outside Leeds. Moreover, two ways in distributing the questionnaires were conducted: paper based and online based survey. 5.2.2.3 Questionnaire Design (Refer to Appendix 1) The division of research problem into components made the way to design the questionnaire to analyze the market scenario and the customer needs. The background of the questionnaire design was the basic study of the component and sub-dividing the components into various similar factors which are considered to select or prefer any retail industry. The Physical Factors were classified as size, location, layout, and etc. of the store and mentioned as questions in the draft. 12 broad questions were decided on the basis of relevance and availability of time for the participant to come out with rational answers without any external or internal influence of reviewer or the industry. The intention was to collect some primary data about the general perception of people and then segmenting them as per their responses and choices. As required questionnaire was designed in 4 major segments in five pages including the introduction and purpose of study, literature was consulted to find out the best blue print of the questionnaire. It was also considered that all the questions are easy to understand and the response is useful for the analysis of the components. The questionnaire was designed with both multiple choice and dichotomous questions with all the scales referred as per the 5 Point Likert Scale l The first section dealt with the general introduction of the respondents to the retail industry, the shopping habits and the familiarity with the retail market. l Section 2 were the general factors affecting the selection of supermarkets and respondents preference of retail stores, continued with the acuity of three major supermarkets in the UK namely ASDA, Sainsburys and Tesco. l Section 3 covered the satisfaction and loyalty level of the participants towards their favorite retail store. l The final section was the personal information about the respondent assisting with the demographical and segmentation of the participants. The sentences of the questionnaire were made simple and all the options and questions were double checked for any offence in the questions. It was specially taken care that every response should be informative and two open questions were also provided in the questionnaire in order to find depth know-how about the stance of people towards Sainsburys irrespective they are loyal members of Sainsburys shopping club or not. 5.2.2.4 Field work The data was collected between the 18th and the 22th of November, 2009. The questionnaires were collected in different times and different places, targeting all supermarket shoppers throughout the UK; starting from University of Leeds, city centre, flat residents and people outside Leeds. The questionnaire delivering method was personal interviews in order to control the response rate and clarify the complex questions. 5.2.2.5 Analytical issues A diversity of analytical methods was used to gather the data and analyze the results. To analyze the basic statistics, descriptive statistics has been used. Furthermore, graphical representations and one-sample tests were applied to present the demographic and psychographic profile of respondents and also examine the influential factors when choosing a supermarket. To analyze the relationship between independent and dependent variables, the regression analysis has been used. Bivariate regressions were used to test the hypotheses H1, H2, H3, H4, and H5 while multiple regression analysis was used to test whether or not there is collective relation between all hypothetical factors and customer satisfaction. 6. Results and Analysis In this part, SPSS was used to represent the basic statistics, graphical representations and one-sample tests in order to answer the five problem components. Also, it was used for testing whether or not the results support the hypotheses. 6. 1. Analysis of Problem Components 6.1.1 Examining demographic and psychographic profile of respondents There are 154 questionnaires have been completed which 60 % is female and the other 40% is male. (Refer to Appendix 2) More than 50% of respondents aged between 18-24 years old and they are all students. The second most majority is people aged between 25-34 years old. The minority is people aged more than 65 years old. (Refer to Appendix 3) By far the most of respondents are single due to the fact that they are students. One-fifth of them are married and there is no widowed who filled in the questionnaires. (Refer to Appendix 4) More than a half of respondents are students and nearly 30% of all respondents are working and employed by the company. (Refer to Appendix 5) Nearly half spend between  £20 40 when going shopping while the average household annual income is below  £ 15,000. (Refer to Appendix 6 and 7) 6.1.2 Examining factors affecting supermarket selection Table 2: One-sample T-test statistics results One sample T-test were carried out to test the extent to which the mean scores are significantly higher than the mid point 3 on the scale ranging from 1 = the least important to 5 = the most important. Results summarized in the table indicate that customers evaluate the Independent variables positively when choosing which supermarket to shop in, but at different levels. It is also obvious from the table that Price, Location/Nearness, Quality of Products, Variety of Products have the strongest mean. It is important to note that the 4 Independ Customer Satisfaction at Sainsburys Customer Satisfaction at Sainsburys Implications for the development of Sainsbury in the future 1. Introduction The retail industry is one of the oldest industrial sectors of UK having its roots based in the 19th century. An article in The Financial Times about Sainsburys dropping sales and consequently market shares triggered the research topic and we drove ourselves to the history of supermarkets to reveal the secret behind the big giants (Tesco, Sainsburys and ASDA) fighting for the top position in the market. The reason to select Sainsburys rather than other two foes from the flock was the interesting reign of Sainsburys in past 100 years of business. The article first illustrates the supermarket retailers background and outlines the present problems. Secondly, it analyzes the perception of customers towards the current supermarkets and the extent to which their needs are satisfied by Sainsburys. Finally, the possible solutions are evaluated and it indicates some recommendations for implementation. The work established in the following research is purely based on a quantitative data collection and scrutiny with a wide implementation of literature and marketing research tools. In the following research work, we, group of five students, have cloaked the role of researchers and reaped a considerable amount of sagacious know-how about conducting a research and using marketing research gears in different areas of research. 2. Background to the problem 2.1 About Sainsburys Sainsburys Supermarket is the longest standing major food retailing chain in the UK, with their first store opened in 1869. The mission and policy of Sainsburys is to provide customers with healthy, safe, fresh and tasty food. The quality and fair prices of Sainsburys is taking responsibility to their business. Sainsburys stores have particularly emphasized on fresh food and they devote themselves to create continuous innovation. Moreover, they are concerned about customer needs and based on these needs improve products regularly. Its market share is around 16 % and now they serve over 18 million customers a week. Sainsburys own 455 supermarkets and 301 convenience stores, the type of these stores are categorized into 3 types, which are Main Mission outlets, Main Plus format stores (hypermarkets),and Mixed mission format shops (Sainsburys Central and Local). The large stores offer approximately 30,000 products and offer and support the non-food products and services in many of their stores. Around 88% of British households are provided by the internet-based home delivery shopping service. At present, Sainsburys is the third biggest supermarket chain in Britain after the countrys largest retailer Tesco and Wal-Mart owned ASDA. Their business mission is to be the consumers first choice for food, delivering products of outstanding quality and great service at a competitive cost working faster, simpler and together.'(http://www.sainsburys.co.uk/sol/index.jsp, N.D) 2.2 Describe the problem Sainsburys used to take the biggest slice of the whole retail market in the UK. However, since 1995, Tesco started with their membership cards, and out of blue their sales have increased rapidly. Sainsburys became the third biggest supermarket chain in Britain after the countrys largest retailer Tesco and Wal-Mart owned Asda. (http://news.bbc.co.uk/1/hi/business/4694974.stm, N.D, BBC News) 2.3The main reasons for exploring the problem The formula of Sainsburys success could be concluded in the points which are listed below: High quality products quality assurance Wide range of products Different customer segmentations (http://www.foodprocessing-technology.com/features/feature56457/, ND) Although Sainsburys still follows these points to manage the company, but according to the reduction of the market share, the profit of managing Sainsburys has been more seriously affected. Although Sainsburys could retain the balance of revenue and expenditure, moreover, it remained permanent. It still needs to attract more customers and raise its market share. Furthermore, the needs of its customers should be valued and respected. We need to do marketing research to explore the possible factors which affect customers satisfaction and then use marketing strategies to improve these factors to increase customers shopping demands and enhance their loyalty. 3. Problem Definition An extensive study of market conditions and retail industry in United Kingdom gave us a brief idea about the status of Sainsburys in the retail industry. The largest retailer in the UK till mid 1990s suddenly dropped to the third position loosing its hold on market and decrement in the potential market customers. The decline in market shares and a low rate of sales returns was enough to define the problem for Sainsburys in the present market scenario. With new retailers emerging in the sector deploying all their marketing strategies to be the best in the race, it is very important for Sainsburys to take a brave step now to protect their current position and then to improvise on their hold in the industry. 3.1 Management Decision Problem What can Sainsburys doto regain the market share in retailing industry? The management team now require to sit down and discuss the failure points and the current shortcoming to establish a conclusion to why there is a constant downfall in the shares of the company and why it is being overtaken by a company (ASDA) which has its central operating sector based in a country (USA) which is thousands of miles away from UK. As per a latest study, the retail industry is expected to show an increase in 15% annually and Sainsburys needs to identify the market requirement till they become history for the consumers. (sources) 3.2 Marketing Research Problem The Management Problem was turned into a Research Problem which more specifically tackles the aim of this study. l To determine the various needs of shoppers and the extent to which current Sainsburys experiences were satisfying those needs compared to the competitors. The conversion of the management problem into a research problem makes the concept easier to understand and tackle. It gives a broader prospective of the problem and alongside makes a simple way to handle and implement the desired implications. 3.3 Research Components The research components further diversify the purpose of research and explain the problem in detail. The following components define the research problem: What is the demographic and psychographic profile of the customers? What do customers expect when going shopping in the stores? How well does Sainsburys existing products and service offering meet customers needs compared to Tesco and ASDA? Are there any customer needs that are not being adequately met by Sainsburys? How often do customers go shopping per week? 4. Research Approach Development In this section, it reveals the Exploratory Research conducted and the Conceptual Model. 4.1 Exploratory Research 4.1.1 Literature Reviews This section concerns some available information extracted from Literature Reviews. Based on literature reviews, service quality, is seen as an important factor, and closely related to a retail companies performance. Service quality is perceived by customers as the result of comparing the expectations about the service they are going to receive and their perceptions of the retail companys actions. (Rodolfo Vazquez et al, 2001). It is of great help to demonstrate how to assess the service performance of a retail company and it carries some implications itself as well, which is beneficial when making the model of this study. According to Yan Lu et al (2008) there are five dimensions of service quality in a retail store setting, including: physical aspects, reliability, personal interaction, problem solving and policy. In addition, Rodolfo Vazquez et al. (2001) found that service quality in retail companies adopting the commercial format of supermarkets has a four factor structure (physical aspects, reliability, personal interaction and policies). Physical Environment Physical environment incorporates the inward and outward appearance of the store. According to Rodolfo Vazquez et al (2001), physical environment involves the simplicity and importance of shopping from the internal appearance of the sales outlet. Based on this, Rodolfo Vazquez et al states that there are two physical aspects of supermarkets: store appearance, which includes: decoration, fixtures, equipment, cleanliness, design of product and services publicity leaflets and the convenience of shopping, which includes: interior design and store layout of sections and product shelf position. According to Poping Lin (2005), traditional wisdom teaches that one key to win market share is offering a wide variety of products, which can be helpful for attracting a wider variety of customers. Providing products and services at a close and most convenient location, is the very core of deriving the best return from investments, also the ambience a store maintains can influence a customers purcha se decisions to a great extent. (Prakash Gupta, year) Reliability According to A.Parasuraman et al. (1988), to be reliable is being able to perform the promised service dependably and accurately. Based on his research, A.Parasuraman et al. found out that reliability is the most important factor taken into consideration by customers when they evaluate a retail companys overall service quality. This has also been supported by many researches in other studies. Dabholker et al. (1996) indicate that reliability in the eyes of customers is a combination of keeping promise and doing it well. Keeping promise means that a retail company should stock enough products to satisfy customers needs and guarantee the products quality as well as allowing returns and exchanges and being willing to dealing with any problems from customers. On the other side, in the terms of doing it well, a company is expected to be able to provide customers with fast sales transactions and precise information, such as sales promotions, price and sales slips. (Rodolfo Vazquez et al, 2 001) Personal Interaction Based on existing literature, it is noted that customers are not only interested in the product offerings and physical environment, but also on the service provided by staffs. Personal interaction involves the process followed in order to obtain the sale and the service encounters where the need arises while coming in contact with the retail company employees. (Rodolfo Vazquez et al, 2001) According to Prakash Gupta (year), consumers look for help whenever they are in an emergency. In that situation, store employees helpful advice and assistance will help to reduce the attrition rate of customers and enhance shopping experience. Policy Policy captures aspects of service quality affected by the strategies of the prices and brand assortment. Brand assortment policy must be established with great care and also a large and wide-ranging assortment of well-known brands is needed. (Rodolfo Vazquez et al, 2001) In addition, retail stores should be able to come up with an attractive pricing policy. According to Siu and Cheung, policy has a great impact on customers repeat purchase intention. (Yan Lu, Yoo-Kyoung Seock, 2008) Customer Satisfaction Customer satisfaction is a measure of how an organizations total product performs in relation to a set or customers requirement (Nigel Hill, Jim Alexander, 2006). There is no better advertisement than a Satisfied Customer and nothing worse than a Dissatisfied Customer (Phillip Kotler et al, 2008). Marketing Researchers and Managers have realized how important customer satisfaction is. According to Robert Heller (2006), customer based strategy is the only important form of strategy, product and producer driven strategies are fast dying. Similarly, Customer Satisfaction is the ultimate goal, and an investment that often doesnt produce result in a short term, but leads to Customer loyalty in a medium or long term (Craig Cochran, 2003). The lack of attention to customer Satisfaction costs companies money because there is an intractable connection to high level of customer satisfaction and increased share holder value (Chris Denove, James D. Power IV, 2007) Loyalty It is believed that maintaining the current customers costs less than attracting new customers, in the light of this; it is wise for companies to pay close attention to retaining their current customers. There are efficiencies in dealing with existing customers rather than new customers. (Ruth N.Bolton, 2000) Relative retention has been shown to explained profits better than market share, scale, cost position, or any of the other variables usually associated with competitive advantage. (Niren Sirohi et al, 1998) In general, the customers loyalty is indicated by an intention to perform a diverse set of behaviors that signal a motivation to maintain a relationship with focal firm, including allocating a higher share of the category wallet to the specific service provider, engaging in positive word-of -mouth, and repeat purchasing. (Ulrich R. Orth, Mark T.Green, 2009) According to Zeithaml et al., favorable assessment of service quality leads to favorable behavioral intentions such as p ositive word-of-mouth and preference for one company over others. (Yan Lu, Yoo-Kyoung Seock, 2008). In other word, higher satisfaction relates to higher loyalty. (Ulrich R. Orth, Mark T.Green, 2009) 4.2 Conceptual Model On the basis of the literature reviews, a final model has been defined (Refer to figure 1), which consists of two parts. In the first part of the model, there are 4 Independent variables (namely Physical Environment, Reliability, Personal Interaction, Policy), consisting of several aspects respectively, that may have an impact on the Dependent variables (Customer Satisfaction as shown in the model). As regard to the second part of the model, we assume that the Independent variable, Satisfaction, is connected with Loyalty, Dependent variable. Table 1: Summary of Research Questions and Hypothesis Specification of information needed Depending upon each component of the problem and the conceptual model, research questions and hypothesis, the information needed can be defined as follows: Component 1: To determine the factors customers are apprehensive about when selecting a store for shopping. Perceptions of customers on factors that influence choice of supermarkets Component 2: To determine how well do existing service offering meet customers needs. Evaluation of customers on the performance of ASDA. Evaluation of customers on the performance of Sainsburys. Evaluation of customers on the performance of Tesco. 5. Research Design and Methodology 5.1 Research Design In order to obtain the required information to solve the marketing research problems, research design was carried out for the further step. The research design is the framework or blueprint for conducting the marketing research project that specify the procedures necessary to obtain the information needed. (Malhotra, 2009) There are two basic types of research designs available which are classified in terms of the research objectives: exploratory and conclusive. (Malhotra, 2009) In this report, both exploratory and conclusive research designs were conducted for Sainsburys. 5.1.1 Exploratory research design In order to understand and gain insight to the problem that the company is facing now, a detailed literature review was prepared. 5.1.2 Conclusive research design After gaining understanding of current situation and management-decision problem of the company from exploratory research, the conclusive research was designed to make the management decision, testing hypotheses and also examining relationships between factors influencing the supermarket selection and customer satisfaction of Sainsburys as compared to its competitors. Furthermore, the descriptive research was used to describe the market characteristics and determine those relationships. Due to time constraint, the single cross-sectional design was used and a selected group of respondents were measured at one time. The data-collection technique used in this report was the survey conducted by a predesigned questionnaire. 5.2 Methodology 5.2.1 Secondary research methodology In order to collect data about the companys problem in general, two types of the secondary research were collected. The first one is the internal secondary data. Obtaining information from companys annual report provided the background of the company and fundamental data about its market shares. The second one is the external secondary data. In research approach development step, literatures have been reviewed. The information was retrieved from many sources including census data that provided elementary background of demographic data of UK households and consumption behaviors of UK consumers. In addition, abstracts in form of bibliographic databases have been retrieved from the University of Leeds Portals library. Gaining information from above secondary data can help us to understand the companys situation, define the research problem and also develop an approach to that problem. Journal articles and books provide knowledge in defining the variables in the research model which led to formulate the hypotheses and forming questionnaire design. 5.2.2 Primary research methodology 5.2.2.1 Research approach The major research approach chosen in this report is questionnaire survey. A detailed survey selecting a large sample was conducted to support the literature to get a deeper understanding of factors in choosing supermarkets. Furthermore, surveys were chosen in order to gain insights into the consumer behaviors pattern and consumers perceptions of UK supermarkets. 5.2.2.2 Sampling design Due to budget and time limitation, sample surveys were selected based on direct questioning. A sample is a subgroup of the elements of the population selected for participation in the study. (Malhotra, 2009) In this report, the sample group was selected from the total population in the UK. In determining the sample size, the statistical method was chosen. The sample size was calculated as follows: 2500 * N * Z2 n = ____________________ [25(N-1)] + [2500 * Z2] Where n = sample size required N = population size Z = number of standard errors The total population size (N) is 41,020,711 which are derived from the estimated people aged at 15-64 years in the United Kingdom as of July 2009. The source of information is The Central Intelligence Agency (CIA). In this case, the most commonly used 95% confidence level is applied. When the variables are taken, the result obtained from the formula could be as below: 2,500 * 41,020,711 * 1.962 n = __________________________ 25(41,020,711 -1) + (2,500 * 1.962) = 384 Due to time and cost constraints, 40% of the total sample size was taken into consideration, therefore adding up to 154 samples could be collected in conducting the survey. For the sampling method used in the surveys, the data collected through a survey of 154 respondents was divided into two proportions equally. The probability sampling techniques used in this report is Simple Random Sampling (SRS) in which each sample in the total population has an equal probability in selecting. (Malhotra, 2009) Therefore, half of the total questionnaires were executed by people living in Leeds and the rest was from people living outside Leeds. Moreover, two ways in distributing the questionnaires were conducted: paper based and online based survey. 5.2.2.3 Questionnaire Design (Refer to Appendix 1) The division of research problem into components made the way to design the questionnaire to analyze the market scenario and the customer needs. The background of the questionnaire design was the basic study of the component and sub-dividing the components into various similar factors which are considered to select or prefer any retail industry. The Physical Factors were classified as size, location, layout, and etc. of the store and mentioned as questions in the draft. 12 broad questions were decided on the basis of relevance and availability of time for the participant to come out with rational answers without any external or internal influence of reviewer or the industry. The intention was to collect some primary data about the general perception of people and then segmenting them as per their responses and choices. As required questionnaire was designed in 4 major segments in five pages including the introduction and purpose of study, literature was consulted to find out the best blue print of the questionnaire. It was also considered that all the questions are easy to understand and the response is useful for the analysis of the components. The questionnaire was designed with both multiple choice and dichotomous questions with all the scales referred as per the 5 Point Likert Scale l The first section dealt with the general introduction of the respondents to the retail industry, the shopping habits and the familiarity with the retail market. l Section 2 were the general factors affecting the selection of supermarkets and respondents preference of retail stores, continued with the acuity of three major supermarkets in the UK namely ASDA, Sainsburys and Tesco. l Section 3 covered the satisfaction and loyalty level of the participants towards their favorite retail store. l The final section was the personal information about the respondent assisting with the demographical and segmentation of the participants. The sentences of the questionnaire were made simple and all the options and questions were double checked for any offence in the questions. It was specially taken care that every response should be informative and two open questions were also provided in the questionnaire in order to find depth know-how about the stance of people towards Sainsburys irrespective they are loyal members of Sainsburys shopping club or not. 5.2.2.4 Field work The data was collected between the 18th and the 22th of November, 2009. The questionnaires were collected in different times and different places, targeting all supermarket shoppers throughout the UK; starting from University of Leeds, city centre, flat residents and people outside Leeds. The questionnaire delivering method was personal interviews in order to control the response rate and clarify the complex questions. 5.2.2.5 Analytical issues A diversity of analytical methods was used to gather the data and analyze the results. To analyze the basic statistics, descriptive statistics has been used. Furthermore, graphical representations and one-sample tests were applied to present the demographic and psychographic profile of respondents and also examine the influential factors when choosing a supermarket. To analyze the relationship between independent and dependent variables, the regression analysis has been used. Bivariate regressions were used to test the hypotheses H1, H2, H3, H4, and H5 while multiple regression analysis was used to test whether or not there is collective relation between all hypothetical factors and customer satisfaction. 6. Results and Analysis In this part, SPSS was used to represent the basic statistics, graphical representations and one-sample tests in order to answer the five problem components. Also, it was used for testing whether or not the results support the hypotheses. 6. 1. Analysis of Problem Components 6.1.1 Examining demographic and psychographic profile of respondents There are 154 questionnaires have been completed which 60 % is female and the other 40% is male. (Refer to Appendix 2) More than 50% of respondents aged between 18-24 years old and they are all students. The second most majority is people aged between 25-34 years old. The minority is people aged more than 65 years old. (Refer to Appendix 3) By far the most of respondents are single due to the fact that they are students. One-fifth of them are married and there is no widowed who filled in the questionnaires. (Refer to Appendix 4) More than a half of respondents are students and nearly 30% of all respondents are working and employed by the company. (Refer to Appendix 5) Nearly half spend between  £20 40 when going shopping while the average household annual income is below  £ 15,000. (Refer to Appendix 6 and 7) 6.1.2 Examining factors affecting supermarket selection Table 2: One-sample T-test statistics results One sample T-test were carried out to test the extent to which the mean scores are significantly higher than the mid point 3 on the scale ranging from 1 = the least important to 5 = the most important. Results summarized in the table indicate that customers evaluate the Independent variables positively when choosing which supermarket to shop in, but at different levels. It is also obvious from the table that Price, Location/Nearness, Quality of Products, Variety of Products have the strongest mean. It is important to note that the 4 Independ