Marketing Analysis, Individual Assignment by Sweta Omprakash Chawla MIMD51708A

Marketing Research

This coursework is worth 40% of the total module mark. For this coursework, you will complete and report on a quantitative marketing research project (details given below).

Overview of the research project

This marketing research project is intended to explore customer insights on the retail firm Dunelm in Bangor, in order to provide the store manager with valuable information that could be utilised to improve customer loyalty.

To give the management an understanding of what
customer loyalty means in their situation, factors that might drive loyalty are identified.

These potential drivers include the customer perceived value dimensions (price, quality, social, emotional), trust, commitment, self-brand connection, service quality and customer
satisfaction.

[In order to understand these concepts, if not already covered during the programme, students are expected to conduct a google scholar search and read a few key journal articles which discuss them.]

Brief facts of Dunelm in Bangor

Dunelm furniture store in Bangor offers a wide range of quality home products at local prices. From curtains and cushions to bedroom furniture, bedding and sofas, customers can find furnishing inspiration for their house. Dunelm store can be conveniently reached by car and
public transport.

As an alternative, Dunelm assure their customers that there is no need to visit all the furniture stores in Bangor when trying to track down a specific item.

Instead, they can try to use Dunelm's "Reserve and Collect" service, which allows the customers to shop online in the comfort of their own home. Within hours, the customers can have their purchase ready for collection in the store. There is an in-store café where they offer a range of tasty sandwiches, and a selection of hot and cold beverages.

Purpose of the Report

The main aim of the research is to investigate and identify customer characteristics and their perceptions that would have an impact on customer loyalty. To this end, a survey was commissioned and undertaken by an independent Marketing Research agency, whereby a random sample of 125 customers of Dunelm was interviewed within the store.

In order to achieve the above research aim, specific research objectives have been set as follows:

1. Provide Dunelm with a better understanding of the views, attitudes and general characteristics of their customers.

2. (a) Identify an ideal (most loyal) customer profile in terms of specific customer characteristics, and

   (b) additionally, identify the key customer perceptions that would lead to higher levels of customer loyalty.

3. Identify (potential) distinct customer segments.

Coursework requirements:

A report giving:

1. an executive summary (of no more than 150 words 5%)

2. an introduction to the retailer and retail environment used within this study (around 450 words 15%)

3. an account of the analysis and resultant findings (around 900 words) on

   a. (10%) the sample profile

   b. (10%) the ideal customer (regression analysis based on customer characteristics), and

   c. (20%) the ideal customer (hierarchical regression based on customer characteristics and customer views/attitudes),

   d. (10%) comparing (potential) distinct customer segments based on gender (and/or other characteristics)

4. (30%) a discussion, limitations and recommendations section (around 500 words) Supporting evidence (tables/charts/figures) should be included in the body of the report or in the appendices (where appropriate). The report should be fully referenced using the Harvard style.

Note that the above percentages are an indication of the weighting of each section. The report will be marked as a single coherent piece of  work and therefore it is important that you consider issues of structure, layout, and presentation.

All tables presented in the main body of the report should be discussed. The emphasis of the report is on interpreting the statistics rather than describing what they are.

Additional Information

Your report should be written in a style and format suitable for a reader who is a marketing manager of the target retailer. The report should be a stand-alone document containing all necessary information regarding the whole marketing research project excluding details on the research methodology.

The target total word count for the individual report is 2,000 words (maximum of 2,200 words). Penalty will be applied on submissions beyond 2,200 words. The word count excludes the table of contents, tables, charts, figures, references and appendices. Tables, charts, figures, references and appendices must be used with care, must be appropriate and must be referred to within the main body of the report.

In particular, tables, charts, figures and appendices must NOT be used to circumvent the word count. A unique data set will be available on Blackboard for each member of the class. Please download and work on only the data assigned to you, your dataset is named. A survey questionnaire (same for all students) associated with the data will also be available on Blackboard. Please look for all coursework related documents within the Blackboard coursework folder.

The focus of this coursework is on your ability to properly address the marketing research questions posed and to make justified, insightful and actionable recommendations to the managers of the retail business under examination. You must fully address the set of research objectives specified in the coursework.

You are strongly advised to present the results and findings arising from your statistical analyses in a manner that would provide clear and meaningful information to your intended reader (managers). You are also encouraged to reflect on the whole marketing research project and state any limitations of the research undertaken as well as reservations regarding the recommendations offered to the reader.

Lastly, insightful suggestions (with justifications) on key additional (follow-up) marketing research activities will be welcomed.

Note: Include only relevant SPSS output as appendices and reference them clearly in the main body of the report. You should create your own tables for the main body of your report using only the pertinent information from the SPSS output.

Note: Use Times Roman font size 12 with 1.5 spacing in the main body of your report. You must include the following details on your front page: module code and title; word count; as well as your name, student ID and degree programme.