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(MERCHANDISE MANAGEMENT)
MANU 1458 MAJOR PROJECT (B) RESEARCH
REPORT, ASSESSMENT
SEMESTER 2, 2017
In the highly competitive fashion industry, many fashion retailers have to strive in
experience and customer satisfaction. This report has been prepared to determine
and discover the influence and impact its has on a consumer based on their
programs and customer satisfaction. The attributes of a retail store setting and
For this research report, the research was obtained by reviewing various secondary
journal articles related to the topic and also, primary research was conducted to
gather necessary data. The primary research methods include expert interviews,
focus group discussion and survey questionnaire. This study explores the different
retail store attributes settings, retail customer shopping experience, and how the
customer loyalty and loyalty program will impact the customers purchase decision.
Through this study, it is understood that more modern consumers are engaging with
that influences and affects consumers shopping behaviour sand perceptions. With
the increase in competition in the retail industry, many companies have expanded
their focus beyond its products. Many products and store settings have been
designed to attract and appeal consumers based on their emotional level that include
customer satisfaction and their purchase decision. With a positive customer shopping
perceived value of the brand, customer loyalty and brand loyalty, word of mouth
INTRODUCTION
This report has been prepared with the intent to meet the interest and general needs
of two audiences, Retail consumers and Retail Companies. This report benefits
shopping experience and their satisfaction in retail. The purpose of this report is to
loyalty.
The scope of this report consist of the research aim and objectives, research
methodology, research results that includes both primary and secondary research
RATIONALE
The main reason this report has been prepared and written is due to its relevance
and importance to the retail business and consumers. A retail customer shopping
experience and satisfaction revolves around their individual lifestyle and daily life. For
this affects profitability, sales and revenue, and brand reputation. For retail
their satisfaction and so they will return to the same retailer as a relationship has
been formed.
AIM
The aim of this report is to establish and discover the relationship of store attributes
that impact customers shopping experience and their satisfaction. The attributes
identified in the secondary and primary research will be used as comparison and
discussion.
OBJECTIVES
To identify the attributes and determine the influence it has on customers shopping
To analyse how brand loyalty and loyalty programs may influence shoppers
experience.
2.0 Research Methodology
There were several research methods used for this report to discover which is the
satisfaction. Both secondary and primary researches have been taken into
research methods were used to ensure that both retail companies opinions and
consumers opinions are taken into account to produce the most accurate research
result and report. The research findings data were analysed through Microsoft excel
spreadsheet where each response from the various research methods was
Based on the data collected, it should be noted that there are some limitations in the
report that need to be taken into consideration. A major limitation is there was no
information collected about the consumers residing country from the primary data.
The final data was collected and analysed through interpreting and categorising each
responses according to the research objectives. The results of this study extend our
understanding of how the design, store layout attributes, store atmosphere, service