Customer Motivation for Using Kingston Department Store - Research Paper Example

Marketing report on motivation at KDS. The Research Design The study was conducted in London at a store that was selling a wide variety of goods and services. The study aimed at establishing customers motivations for using Kingston Department stores (KDS) and explore ways of fostering their loyalty and encouraging them to spend more. The study had four objectives achieve and four research questions. The objectives were; to explain the reasons why people were going to KDS; to explore the aspects of the store which could encourage or discourage its use among the customers; to find out the range of products or services which were lacking in the store, but are demanded; to come up with lessons that could be drawn from the study of the business world. The research had a general question; how can we attract customers to the store more often, foster their loyalty to the store and encourage them to spend more in the store? The four specific research questions were addressed the above four specific objectives. The study was conducted using primary source of data. The data was obtained through oral interviews using interview schedules that were administered by trained interviewers. A sample of 60 respondents was done using a probability sampling technique – stratified random sampling technique. The stratification was done in terms of gender and age characteristics. The method gave six categories. Each category had ten interviews. The results from the study were presented in framework charts and the analysis done using code book technique. Methodology Types of data Primary data was used for the study. The data was obtained using interview schedule. Sampling The study used stratified random sampling technique to obtain a sample size of 60 respondents. Stratification was done on the basis of demographic characteristics. Data collection and analysis Data was collected using open ended interview schedule through face to face interview. The analysis of the data was done using framework charts and code book techniques. The response from each respondent was analysed and groped in to themes to come up with a coding scheme. The responses were then presented in a framework chart. Reasons for using Kingston Department Stores (KDS) The analysis could vividly show that there were various reasons why different individuals chose to use the Kingston Department Stores (KDS). The reasons ranged from factors related to human resource in the stores; the products they offer to the market; to the types and quality of the facilities they had put up to provide various services to the customers or the clients. From the study it came out that most of the shoppers said that their major reason for going to KDS was because there were a wide range of products under one roof and that the products offered were of high quality. For this reason, they were using the stores because they were able to buy a wide range of goods and services in a more convenient way. Majority of the shoppers gave their reason as going there to buy a wide range of high-quality products. There were those who felt that the store was offering fair prices for their products, and that was one of the reasons for which they used the stores. The analysis showed that a most respondents used the store because it had a large area for parking. There was a sample of respondents who said the place was so convenient for car parking. From the study, it was also clear that some went to the store because of the polite and helpful behaviour of the employees. One of the major motivating factors that attracted some people was the quality of the work force the store had. Most respondents stated that they were attracted to go to the store because the employees there were so polite and helpful. Some respondents quoted that they were treated as people whenever they were seeking help from the staff. There were those who were attracted to the affordability of their products and services and varied facilities available. There were those facilities for browsing, cafes and toilets, or because they needed technical help from the staff who were very knowledgeable in their fields. There was a very small proportion who, however, said they came to the store as a habit just because they used to be there from the time they were young. The Aspects of the Store that Encouraged or Discouraged its Use Results of the analysis from the study revealed certain aspects that made people love the store apart from the common reasons for going to the store. Some of the customers were encouraged to use the facilities of the store because they were clean and of good quality. Time taken in the till queues was a strength to the store management. It was found that some individuals were motivated by the fact that they were not held up for longer times in till queues. Thus, time saving. Some were encouraged be the large parking space and the quality of service. These two aspects encouraged most of the clients to use the store. On the other hand, some aspects came out during the study as discouragements on the use of the store. It was also found that there were most respondents who were discouraged by the noise from the café. The respondent said that there was no place one could sit quietly. The other reason was that the café was so crowded. These factors were a weakness to the management according to the results of the study. There were customers who said that they were discouraged by the reliability of home deliveries. They said that the management had not improved the delivery system, and it was unreliable in terms of time. The New Things KDS Should Provide or do to its Customers From the results of the study, it could be seen that most of the respondents came out to be satisfied with the products and services that the stores were offering. When those respondents were asked whether they thought KDS was supposed to make any adjustments in by adding more products or service, they said the store was providing enough. However, there were some of the respondents who still felt there was a need for more provisions. There were those who felt that the store ought to do a complete overhaul of mature working women fashions. There was a category who suggested inclusion of bridal service dressings in the stock; inclusion of more kitchen goods and garden furniture. There were also those who felt he prices were a bit on the higher side and needed to be reduced. Interestingly the results showed that the suggestions were from a few respondents under each category. Some shopped at the store because of fair prices, whereas others still saw the prices charged on certain commodities as unfair. Apart from the respondents’ views on those things they would like the KDS to provide, there were certain products and services some respondents felt are provided by the store but were not necessary. However, there were some of the respondents who had some issues with stock especially large electrical goods and boutiques. The majority interviewed felt comfortable with the range of products and services that the stores offered. As the peoples lifestyle changes with technology changes all over the world, there would be a serious need for time-saving services in all activities human beings get involved in each day. It was found that a very significant customers were impressed by time management. Physical organization of a business facility is important in attracting customers because it communicates a lot to the outside about the quality of Services offered within the organization, therefore the results from the study were found to be in tandem with previous research conducted in this field. Competition Faced by the Kingston Department Store Looking at the results obtained during the study, it could be noted that there were certain forms of threats in the external business environment. The competition was found to be one of the threats (Danneels, 2002). The store faced a challenge in timely delivery of their products in situations where the customers made order or purchase and required the goods to be delivered at their door steps. The weakness provided an opportunity to other players in the market (Hamel & Prahalad, 2007). There was competition from the West End and Kensington due to nice boutiques that they sold compared to KDS stock. There was a proportion of respondents who felt that the store management was not doing enough in terms of market research. Some respondents even said that at times they looked through the internet for new products in the market in order to inform the stores management to order for them. It was however noticed that there was minimal level of threats that the store faced. In fact, KDS was found to have a strength in its human resource base, technology advancement, financial base and customer base. The store had won the loyalty of most of its customers. This was a strength that was very vital for maintaining and also increasing its competitive advantage for larger market share. From the analysis obtained from the data it could be concluded that if strategic analysis on Strength Weaknesses Opportunities and Threats (SWOT), the store had more strengths and opportunities for expansion and just few threats and weaknesses (Kotler, 2004). There was seemed to be a threat facing the store in terms of noise in the place. There were respondents, though there were some who felt that the place had become noisy, and the services provided had deteriorated as compared to some years before then. The management needed to come up with a proper plan to act on the weaknesses to turn them into strengths and the threats into opportunities (Bass, 2004). Lessons that could be learned from the Results of the Study From the results and analysis of the study, there were so many factors that could be noticed in the day-to-day running of a business. It could be learned that in any business it is important to maintain the right quality and quantity of the product and the right value. It could be noticed that the majority of the respondents gave quality in terms of service and products as main reasons why the purchased in the store. The quality of human resource in terms of knowledge in their line duty is of great importance. It acts as a strength and gives an organization a competitive edge in an imperfect competitive market. Any organization should set its goals and objectives with the core values having the potential customer at heart. These statements should be put in practice. Analysis of the internal, remote and the external environment is necessary because businesses cannot operate in isolation. Here it was noticed that gathering market information was very important. This could help provide certain controls in the course of business (Wright & Esslemont, 2007). In business management the investor should always invest time and money in strategic planning based on the market research findings, choosing strategic options blindly would be more detrimental to the growth of the business. Strategic analysis of the environment was for this reason found to be very important. It was also found that providing certain after sale services motivate customers to love a given shop. This was found to be a factor that attracted most customers. Embracing technology in the current world was found to be necessary for every organization. The results of the analysis found that the management of the KDS was not up to date with the latest fashions in the world market. There were customers who claimed to be updating the management on the types of goods they require after search online. Developing a proper marketing mix for the primary consumer was found to be very important (Wright & Esslemont, 2007). From the results, it could be seen that some customers were not able to get the goods they actually required in the market. The situation might have sent away so many customers. The situation could be brought up due to certain weaknesses in the business environment. From the study, most customers said there was availability of a wide range of products at fair prices. They said they got all these without having to move from one shop to another. The 4Ps of marketing became important in motivation of the customers (Danneels, 2002). Conclusion and Recommendation In conclusion motivating customers requires integration of different strategic options. No single strategy could succeed. From the study, it was majorly found that maintaining quality and fair treatment of the customer was important for the growth of any business venture. It was recommended that more studies needed to be conducted in this field to come up with ways of marketing in line with the global trend currently. References Bass, F. (2004). Empirical Generalisations in Marketing: Draft Proceedings, February 16- 18, SEI Center for Advanced Studies in Management. Pennsylvania: The Wharton School of the University of Pennsylvania. Danneels, E. (2002). The dynamics of product innovation and firm competences. Strategic Management Journal, 23(8), 1095-1121. Hamel, G., & Prahalad, C. (2007). The Competitive Advantage,. London: Oxford University Press. Kotler, P. (2004). Marketing Management (7th ed.). Englewood Cliffs, New Jersey: Prentice- Hall. Wright, M., & Esslemont, D. (2007). The logical limitations of target marketing. Marketing Bulletin, 5(3), 13-20. Appendices Framework chart Name Why do you come to shop KDS? What aspects of KDS encourage / discourage its use? What new thing should KDS do or provide? What competition is faced by KDS? CASE1 “I mean, youre made to feel as though youre important.” “I know that I can usually find what I want here.” “I dont have too much time to trail from shop to shop so if I can get most of my shopping in one place it helps.” (AW4. Purchase) “The staff here are very helpful.” (BW1. Service Quality) “I also like to be able to park my car close by and the car park is good” (BW2. Parking). “Well I think it probably the best store in town, quality.” (BW4. Quality products) “Well as I just said I think your fashions for mature working women needs a bit of an overhaul but other than that about right - oh there is one thing, my other daughter is getting married and you dont have a complete bridal service, dress, veil, shoes, under wear.” (CW1. Boutique) - CASE2 “I like to feel I pay a fair price.” (AW1. Price) “Every week, Saturday afternoon, I make it an outing,” (AW2. Socializing), “my husband watches the football on the television and I enjoy the opportunity to have a good browse.” (AW3. Use Recreational Facilities) “I hate having to wear a heavy coat and I can come in wearing something fairly light if I drive and park in here.” (BW2. Parking) - “If something is out of stock I cant be bothered to order it so Ill try XXXs.”(DW3. XXXX Stores) CASE3 “…and the toilets are nice.” (AW3. Use of recreational facilities) “Household, clothes.” (AW4. Purchase) “I hate queuing, some stores out there, there seems to be delays at the till- sometimes I have put things down and left.” (BW3. Congestion) “I am most inclined to come here if I need advice about something.” (BW5. Convenience) “I like to be able to talk to someone about the quality,” (BW4. Quality Products) “…of the various makes.” - “As I said I look on the internet,” (DW4. Internet) “…etc. and I sometimes go to specialist shops but this is my usual choice for a department store.” CASE4 “I only come here when I need to buy something.” (AW4. Purchasing) “Well…as you can see there is rather a crowd; lots of young women with small children scrawling around; a bit noisy just like a market place now. And the café is so full.” (BW3. Congestion) “I can’t really say, I suppose because I used to come to this place with my mother.” (BW5. Convenience) “If I was buying a hat for myself I would almost certainly not come here. I would go to the West End,” (DW1. West End), “…or perhaps to Kensington.” (DW2. Kensington store) – “…there’s a lot of nice little boutiques opening up there, though they do close soon with depressing frequency.” CASE5 “I sometimes have a tea if I feel like it. Then sometimes I come in with my friend – she’s gone off on holiday this week, to Majorca. We go round the store looking at all the new things, and at what people are wearing.” (AW2. Socializing) “I sometimes buy a little smoked salmon from the food counter.” (AW4. Purchasing) “Especially when it’s cold it’s nice to come in here and keep warm.” (AW3. Use recreational Facilities) “…it’s nice to see young mums with their children running about at weekends.” (AW2. Socializing) “The staff are always very nice and polite.” (BW1. Service Quality). “Well it is very convenient.” (BW5. Convenience) “I live just around the corner. I’m very partial to smoked salmon, and they seem to have a good quality variety here.” (BW4. Quality Product) - “I shop in the market because I cannot afford here.” (DW5. Market) CASE6 “We come here to do our regular shopping, particularly groceries and other provisions – stocking up the freezer and the like.” (AW4. Purchasing) “There is very fast check out system here.” (BW1. Service Quality) “There’s good car parking, and if my husband’s using the car, I can always pop along on the bus.” (BW2. Parking). “There is a wide range of things here you can buy.” (BW4. Quality Products); “…there is a good car parking.” (BW5. Convenience) - The internet’s a great (DW4. Internet) place to look around for things and compare them CASE7 The price is right as well. (AW1.Price) -No, you asked me how many times I come to shop - thats when Im buying something (AW4. Purchasing), I also come just to browse (AW3. Use recreational facilities) - perhaps once a month “Sales time as quickly as possible because Im not very good with the pushing and shoving.” (BW1. Quality Service). “I find it convenient here.” (BW5. Convenience) “I don’t feel hassled and I like the range of goods you always offer.” (BW5. Convenience). “You don’t stock much in the way of Kitchen goods that I like.” (CW2. Kitchen Goods) “I go to small shops,” (DW6. Small Shops) “…where I can get something that everyone else wont know exactly how much I paid for it or even worse find that everyone else is wearing.” CASE8 “Apart from clothes and books presents for the grandchildren and anything I need for the house - in fact probably everything you sell.” (AW4.Purchasing) “Sales time as quickly as possible because Im not very good with the pushing and shoving.” (BW1. Service Quality) “It is the best shop in town. Meaning it is spacious and you stock the best quality of goods.” (BW5. Convenience). “I would like some new garden furniture but you don’t sell that.” (CW3. Furniture) “I do not look elsewhere for shopping.” CASE9 “You stock many sorts of things.” (AW4. Purchasing) “Knowledgeable staff and helpful.” (BW1. Service Quality) “I can park in the underground car-park (BW1. Convenience) and come straight into the store so its very easy.” (BW2. Parking). “You stock many sorts of things.” (BW5. Convenience) - “There is a nice new store in XXXX,” (DW3. XXXX store) “…its bigger than here and somehow it seems more of an outing to go there.” Reduced data for Coded script The coded interview script was made from Interview No: 6. Codes are below the script. Interview No: 1 Middle aged lady (daughter and grandchild). Jan 5th 2005, 10.30 am. How often do you shop at KDS? Respondent: Well it varies quite a lot. Sometimes I may come in three or four weeks running, Christmas time you know. Other times maybe not for a month. I suppose perhaps 20 odd times a year, could be more I try not to count! Why do you shop at KDS? Respondent: Ooh thats a difficult one….. Well I think it probably the best store in town, quality (BW4. Quality products) I mean, youre made to feel as though youre important. Can I ask what you mean by quality? Respondent: Products, you stock the better names, but price is important as well. I suppose what I mean is value for money. I dont mind paying a bit extra as long as I feel there is value. Not only quality of products though, the staff are nice as well, helpful (BW1. Quality Service) - well usually, some seemed to be a bit fed up just before Christmas. Respondent: Are there any other reasons you shop here? I know that I can usually find what I want here - I dont have too much time to trail from shop to shop so if I can get most of my shopping in one place it helps (AW4. Purchase). I also like to be able to park my car close by and the car park is good (BW2. Parking). As you can see I have my grand-daughter with me and its nice to have undercover parking with the spaces big enough to get the pram in and out of the car. What else… well I do like to be able to have a cup of tea! Interviewer: How long do you normally spend in the store? Respondent: A couple of hours unless Ive just popped in to pick up a specific item - it was curtain rings once, I didnt buy enough the first time I came in. So it depends - sometimes I get some things in here then pop over to xxx to check it out, just to be sure youre not charging me too much Interviewer: What do you typically buy / come to buy at KDS? Respondent: Things for house, bedding, curtains. We just re-decorated our bedroom and you had a much better selection of curtain fabrics here. I did go up to town but I didnt really see anything I particularly liked and everywhere was so busy and by the time Id put up with London transport I was pretty fed up anyway - it made it such a long day. I also look at clothes, dont always buy, I think you aim for the young and older market and forget that people of my age want style without being too with it but we are not quite ready for the granny look yet. Interviewer: Are there any products/range of products not currently stocked that you would like to see introduced in KDS? Respondent: Well as I just said I think your fashions for mature working women needs a bit of an overhaul but other than that about right - oh there is one thing, my other daughter is getting married and you dont have a complete bridal service, dress, veil, shoes, under wear. (CW1. Boutique). Interviewer: Are there any products/ranges currently stocked that you never consider buying from KDS? Why? Respondent: Large electrical goods, I do come here to look them over but then I order from the internet, the price is usually better and Ive used one company that will give a very specific time-slot for delivery. There is nothing that annoys me more than being told Tuesday but no idea when on Tuesday. Shops seem to forget that most of us go out to work or have other commitments. Other things if you have what I want I buy it. Interview No: 2 Middle aged lady. Jan 5th 2005, 11 am. How often do you shop at KDS? Every week, Saturday afternoon, I make it an outing (AW2. Socializing), my husband watches the football on the television and I enjoy the opportunity to have a good browse (AW3. Use Recreational Facilities), try things on. He gets fed-up if he is with me and expects me to make instant decisions. Why do you shop at KDS? I like being able to wander around without having to go outside - I hate having to wear a heavy coat and I can come in wearing something fairly light if I drive and park in here (BW2. Parking). You say that you like to browse, do you usually buy something as well? Almost always, something takes my fancy - I suppose Im a bit of an impulse buyer. If I see something I like I try it on and if it fits and isnt too dear then Ill buy it. Are there any other reasons you shop here? I like to feel I pay a fair price, (AW1. Price) the stock changes quite frequently and as Im a bit on the large size Im pleased that you stock things for real women not just the skinny ones! The changing rooms are nice and the staff dont pounce on you, they give you time to look around. How long do you normally spend in the store? All afternoon, I usually have a snack in the middle, sometimes a friend meets me in the coffee shop and afterwards we have a look round together. 4 What do you typically buy / come to buy at KDS? Mainly clothes or presents for the family. If it household then my husband likes to be involved and he prefers out of town shopping - hed rather buy a sofa from a specialist shop. Why do you think that is? Probably so he doesnt have to look at anything else! 5. Do you also look elsewhere for the things you have come here to buy? Depends on my mood, if the weathers nice Ill have a wander around the other shops and I hate waiting for anything. If something is out of stock I cant be bothered to order it so Ill try XXXs. (DW3. XXX store) Then sell similar things. As that is the case can you tell me why you shop in KDS in preference to X? Xs is always a bit of a muddle and the spaces between the rails are very narrow so I always feel crowed, its much more spacious in KDS. 6. Are there any products/range of products not currently stocked that you would like to see introduced in KDS? Not really, your wide range is one of the reasons I shop here. 7. Are there any products/ranges currently stocked that you never consider buying from KDS? Why? Only if I know can get it much cheaper elsewhere, anything big I always check on the internet. Interview No: 3 Middle aged lady. Jan 5th 2005, 11.30 am. How often do you shop at KDS Every couple of months, Im not a shopaholic - I only go shopping when there is something I really need and I really prefer to buy from a catalogue or online so that I can avoid the crush. Why do you shop at KDS? Im most inclined to come here if I need advice about something. (BW5. Convenience) Can you give me an example of the sort of advice you require? If it’s a major project, like refurbishing the lounge, I like to be able to talk to someone about the quality (BW4. Quality Products) of the various makes - someone who knows what they are talking about. I also like to be able to put things together to see how they go -a bit of curtain fabric against the upholstery. We did this last year and I found the staff really helpful, they didnt make me feel as though I was being a nuisance or try to rush me into a decision. We bought most things for the room from here and I would do that again. Are there any other reasons you shop here? Its always tidy, you never see things left lying around, and the toilets are nice (AW3. Use of recreational facilities). 4. How long do you normally spend in the store? Unless it something like the lounge then in and out as quickly as possible - no more than an hour. I hate queuing, some stores there always seems to be delays at the till (BW3. Congestion) - sometimes Ive put thing down and left. 5 What do you typically buy / come to buy at KDS? Household, clothes (AW4. Purchase). 6. Do you also look elsewhere for the things you have come here to buy? As I said I look on the internet (DW4. Internet) etc and I sometimes go to specialist shops but this is my usual choice for a department store. 7. Are there any products/range of products not currently stocked that you would like to see introduced in KDS? No. Are there any products/ranges currently stocked that you never consider buying from KDS? Toiletries - Boots is better and I can collect a prescription at the same time. Interview No: 4 Middle aged lady. Jan 5th 2005, 1.30 pm. 5. How often do you shop at KDS? - prompts: weekly, monthly, twice a year Not often. I only come here when I need to buy something (AW4. Purchasing). I’m not one of those people who’re constantly buying things. I have better things to do with my time. Do you remember when you came in last? That was just before Christmas. I’ve come to return something that I don’t need now. 6. Why do you shop at KDS? I can’t really say. I suppose because I used to come here with my mother (BW5. Convenience). It was such a nice place in those days – a classy shop where the staff knew how to treat you properly. So I suppose it’s a kind of habit, though I wouldn’t normally say as such. - is there anything that strikes you now about the shop compared say to other shops? Well … - as you can see there’s rather a crowd; lots of young women with small children crawling around. A bit noisy, (BW3. Congestion) almost like a market place now. And the café is always full (BW3. Congestion) – it’s so difficult to find somewhere quiet to rest these days when you’re out shopping. - What about other aspects of the shop – the goods, the staff, and so on? There’s not the variety there used to be when I was young. These days you can only find the same things wherever you go unless you go up to the West End of London (DW1. West End Store) that is. And even that’s becoming rather cheap these days. But it’s useful when you’re in a hurry and not too particularly about what you want. I came in before Christmas to get a last minute gift for my niece – a nice hat with lacy trim – you see showing the hat. Then I found she’d got an identical one already – bought in on the internet her man-friend said. You see what I mean about the same things turning up everywhere. So I’ve come to see if they’ll take it back as its not been touched. 7. How long do you normally spend in the store? Only as much or as little as necessary – there’s not much here I would like for myself you see. 6 What do you typically buy / come to buy at KDS? 5. Do you also look elsewhere for the things you have come here to buy? -prompts: internet use; rival stores - reasons for choosing. Well as I said before I don’t normally come in here, and I only came in in a hurry just before Christmas. If I was buying a hat for myself I would almost certainly not come here. – there’s a lot of nice little boutiques opening up there, though they do close soon with depressing frequency. - Why in particular would you choose those shops? The quality and styling of the garments in those kind of shops is far superior to anything you can get around here. And for the most part the staff are extremely polite and courteous – they treat you like a lady, not just someone else in the queue as they do in most of the shops. Then the staff are often more experienced, unlike the young girls in here who only seem interested in polishing their nails, or talking across the counter to each other. 8. Are there any products/range of products not currently stocked that you would like to see introduced in KDS? Interview No: 5 Middle aged lady. Jan 5th 2005, 2.30 pm. 8. How often do you shop at KDS? Well I usually come in here two or three times a week, though to tell the truth I don’t always buy anything. There’s nothing wrong in that is there? I sometimes have a tea if I feel like it. Then sometimes I come in with my friend – she’s gone off on holiday this week, to Majorca. We go round the store looking at all the new things, and at what people are wearing (AW2. Socializing). - Apart from shopping at the café, can you remember what other kinds of things you might have bought here recently? I sometimes buy a little smoked salmon from the food counter (AW4. Purchasing) – I’m very partial to smoked salmon, and they seem to have a good quality variety (BW4. Quality Product) here. I think I bought a handbag last year, though that might have been over the road at BHS. This one you see – do you think they would have sold this kind here? No. I thought not. But I might have bought it here. If my friend was here she would have been able to tell you. Then I came in just after Christmas, for the sales – It’s always a good idea to come here as soon as you can for the sales, though these days the sales start long before Christmas don’t they? I bought one of those German Christmas cake things, I think, and some nice crackers that’ll do for next Christmas – I’ve put them in the cupboard under the stairs. My friend bought a new transistor as had been stolen last month, and she bought some new shoes to take on holiday. 9. Why do you shop at KDS? Well it’s very convenient (BW5. Convenience) – I live just round the corner you see. I’ve lived there all my life, it was my parent’s house as well. Especially when it’s cold it’s nice to come in here and keep warm. (AW3. Use recreational Facilities) I used to go to the Library but now it’s not as warm as it used to be – cuts in the Council funding they said. And there’s always lots of people about – it’s nice to see young mums with their children running about at weekends. (AW2. Socializing) It’s quieter in the weekdays you see – more people like myself, except at lunchtimes when all the office people come in. And the staff are always very nice and polite – there’s Rose on the tills in haberdashery, she always says hello, and Robert in the kitchen store always smiles. (BW1. Service Quality). Once though I had a nasty shock when a new security man thought I was trying to steal things – I’d never do anything like that and the manager knew I wouldn’t so the young man was told off and I think he left soon after. I could tell them a thing or two about how people steal things – with being here so much you get to see all sorts of things you don’t normally notice. - What about other aspects of the shop – the goods, and so on? Oh the goods here are all fine quality, certainly for the area. This used to be a very high-class shop you know – my mother and I would walk past it, but we never went in. Then a few years ago it was renovated, and now it’s a much friendlier place to go to. The prices are quite reasonable too, though if I’m shopping for food I generally go down to the market. Sometimes if you come in late you can get a good bargain on the meat counter as they have to sell things off. 10. How long do you normally spend in the store? Well it depends what else I’ve got on in the day. My husband’s retired you see – had to stop work early, but then he usually goes out playing golf. So when he’s out I generally come in here. It I’m just shopping for something and I’m in a hurry then of course I don’t spend much time. 7 What do you typically buy / come to buy at KDS? Well as I said, I bought some nice cake in the Christmas sale, and I probably bought this handbag here. I nearly always get a cup of coffee. Nothing regular you see – just odd things when I need them, and it’s convenient. You see if I need some biscuits, or some vegetables, and the market’s closed, or it’s too wet and windy, then I pop in here even though it might be cheaper at the market. I get the odd present, but that’s not often, for my aunt – she likes nicely scented soaps, and there’s usually a good selection here that’s not too expensive. 5. Do you also look elsewhere for the things you have come here to buy? -prompts: internet use; rival stores - reasons for choosing. Well like I said, I shop around, usually in the market (DW5. Market). I’m not a big shopper, - cannot afford it for one thing, living on a pension and my savings. I’ve heard you can get things cheaply on the internet, but I wouldn’t know how to go about that. Someone at the Library said they could show me, but there’s always these youngsters on the computers there. 9. Are there any products/range of products not currently stocked that you would like to see introduced in KDS? I can’t think of anything. There’s always a lot of choice here, though some of the things are a bit on the pricey side. The staff are very helpful though. 7. Are there any products/ranges currently stocked that you never consider buying from KDS? Why? Well I wouldn’t ever buy any furniture – there’s a good little second-hand shop on the other side of the river where we’ve always been able to find a good bargain. Its wicked what some people throw out – the quality (BW4. Quality Products) of some of the things we’ve got there, and it only takes a bit of new cloth or some polish to make it good as new. Interview No: 6 Middle aged lady. Jan 5th 2005, 3.30 pm. 11. How often do you shop at KDS? We come once a week, maybe once a fortnight, I think. Now you come to ask I’m not certain! (Laughs!). I don’t usually think about it! 12. Why do you shop at KDS? Most things really. We come here to do our regular shopping, particularly groceries and other provisions – stocking up the freezer and the like (AW4. Purchasing). Oh, and then there’s Christmas shopping – we did all our food shopping here, and bought a lot of the presents as well – there’s a wide range of things here you can buy that are suitable for ordinary presents. (BW4. Quality Products) - What makes you choose to come to KDS for those kinds of things? I suppose we’ve always come here since we moved into the area. There’s good car parking, and if my husband’s using the car, I can always pop along on the bus (BW2. Parking). - If say a new neighbour asked you where to shop, would you say KDS has anything to recommend it apart from the parking? The staff are generally helpful, though sometimes on a weekend or in holidays there’s a lot of temporary staff who don’t seem to know what they’re doing, and who spend a lot of time lounging around. But the regular staff are very good on the whole – help you with advice, including which things to avoid buying! Perhaps I shouldn’t have said that. I hope I won’t get anyone into trouble. I’ve not had any problems with the quality of the goods, particularly food. You see we’re very into organic food, and they have a good selection here at reasonable prices. Those Farmer’s Markets are supposed to be good for that, but in my experience they’re not any cheaper than here, and sometimes the quality is worse. What else? It’s quite a nice place for a coffee with the new coffee shop they’ve opened last year, so I suppose that’s something else to recommend the place. 13. How long do you normally spend in the store? Really only as much or as little as I have to. I don’t like hanging around more than I have to. The new checkout systems they have here are good – very fast, and very little queuing. (BW1. Service Quality) Of course it depends what you’re buying. Last year we bought a new hi-fit, for instance, and we must have spent a good hour or so in the shop looking at some models and prices. And when we bought the sofa-set a few years ago we also spent a lot of time thinking about it. So to answer your question – it depends on the kind of thing we’re buying. 8 What do you typically buy / come to buy at KDS? Well like I’ve said, it’s mostly food, and then on occasion things like electrical goods, furniture and so on. 5. Do you also look elsewhere for the things you have come here to buy? Oh yes. The internet’s a great (DW4. Internet) place to look around for things and compare them. But there’s no substitute for actually looking at something and seeing what it’s like, how big it is, pressing the buttons. The same we sometimes go to other shops and look there if they haven’t got the model we’re interested in here. Then we get the shop to order it and they’re usually very good at that. - You mention internet use – do you buy goods over the internet at all? Well to tell you the truth we’ve also begun coming in here to look at things, and then buying them on the internet. It’s nice having the service you get here, but when you think about saving say £50 or so then you’d be silly not to buy it on the internet, now that’s got more reliable. 10. Are there any products/range of products not currently stocked that you would like to see introduced in KDS? They’ve got a pretty good range of things – no not really. 7. Are there any products/ranges currently stocked that you never consider buying from KDS? Why? I suppose shoes is something we regularly buy that I’ve never bought here. I’ve looked at them, but there’s not the range and the quality is either too high, or too shoddy. One shop can’t supply everything you might need, and for shoes there are so many shoe shops around here it’s better to go there for choice and variety. Interview 7. Middle aged lady. 1. How often do you shop at KDS? Only about twice a year. I usually come at Christmas and then again for the sales - winter and summer so I suppose that 3 times a year. 2. Why do you shop at KDS? Obviously when its sales time then Im here to save money. I will have come before the sales if Im looking for something in particular, say some new curtains, to see if you have what I want and then I will come in and get it. You said that you only come in three times a year, is that when you look around? No, you asked me how many times I come to shop - thats when Im buying something (AW4. Purchasing), I also come just to browse (AW3. Use recreational facilities) - perhaps once a month. Is there anything about the store or the products that makes you want to come here? I find it quite convenient here. (BW5. Convenience) I dont feel hassled and I like the range of goods (AW2. Quality Products) that you offer - particularly in the home furnishings area. At Sales time the price is right as well. (AW1. Price) 3. How long do you normally spend in the store? If Im browsing a couple of hours, Christmas shopping longer - maybe the whole afternoon by the time I stop for a coffee. Sales time as quickly as possible because Im not very good with the pushing and shoving. (BW1. Service Quality) 5. Do you also look elsewhere for the things you have come here to buy? -prompts: internet use; rival stores - reasons for choosing. Yes I always check prices and if someone else has the same thing or something else that I like that is better value then I go there. 6. Are there any products/range of products not currently stocked that you would like to see introduced in KDS? - prompts: (as Why) You dont stock much in the way of kitchen goods (CW2. Kitchen goods) that I like but I cant think of any particular range that I would suggest you stock. 7. Are there any products/ranges currently stocked that you never consider buying from KDS? Why? I never come here to buy clothes - you are just like all the other big stores, the stock is all the same. I go to small shops (DW6. Small Shops) where I can get something that everyone else wont know exactly how much I paid for it or even worse find that everyone else is wearing. Interview 8. Middle aged lady (accompanied by husband.) 1. How often do you shop at KDS? About one a month. We can always think of something we want to buy. 2. Why do you shop at KDS? Its the best shop in town. How do you mean, the best? Well, its spacious and you stock a wide range of goods (BW4. Quality Products). I can come in here and know that I will probably be able to find what I want. I dont really like trailing from shop to shop. (BW1.Service Quality) Perhaps I shouldnt say this in front of my husband but Im not prepared to spend hours looking just to save a few pounds. 3. How long do you normally spend in the store? Perhaps a couple of hours, if Im trying on clothes (CW1. Boutique) then it may be longer, especially if its for a special occasion. My husband will wander down to the book section while I make up my mind. He says its just to look but Ive never known him not to buy at least one book. I think its those armchairs strategically placed that does it! 4 What do you typically buy / come to buy at KDS? Apart from clothes and books presents for the grandchildren and anything I need for the house - in fact probably everything you sell (AW4.Purchasing). 5. Do you also look elsewhere for the things you have come here to buy? -prompts: internet use; rival stores - reasons for choosing. Not really. 2. Are there any products/range of products not currently stocked that you would like to see introduced in KDS? Id like some new garden furniture but you dont sell that. (CW3. Garden Furniture) 7. Are there any products/ranges currently stocked that you never consider buying from KDS? Why? No. Interview 9. Middle aged lady 1. How often do you shop at KDS Monthly 2. Why do you shop at KDS? I can park in the underground car-park (BW2. Parking) and come straight into the store so its very easy. You stock my sort of things (BW5. Convenience, AW4. Purchasing). The staff are helpful (BW1. Service Quality) - I think that is really important you know. Some shop staff are just so off-hand, I like to feel that they know what they are talking about and that they have the time to help me. 3. How long do you normally spend in the store? Perhaps a couple of hours, no more than that. I usually come in your late night opening after I finish work so that rather limits my time just to wander around. It means that I just go what I want to get and make a decision rather than having re time to browse around. 4 What do you typically buy / come to buy at KDS? Things for my-self. Im on my own so if I want something then within reason I can have it. 5. Do you also look elsewhere for the things you have come here to buy? Sometimes. Where else would you normally look? There is a nice new store in XXXX, (DW3. XXXX store) its bigger than here and somehow it seems more of an outing to go there. Can you tell me what makes it more of an outing for you? Because its further away its more of an effort to go and it will be on a day off or at the weekend - They have a nail-bar there and thats how I finish the trip off. 3. Are there any products/range of products not currently stocked that you would like to see introduced in KDS? No, I only look at clothes and personal (CW1. Boutiques) things and you seem to have plenty of those. Mind you I would lie you to have new stock in more frequently. 7. Are there any products/ranges currently stocked that you never consider buying from KDS? Why? AW. Why do you come to KDS? AW1. Price AW2. Socializing AW3. Use Recreational Facilities AW4. Purchase BW. What aspects of KDS can encourage or discourage its use? BW1. Service Quality BW2. Parking BW3. Congestion BW4. Quality Products BW5. Convenience CW. What are the new things KDS should do or provide? CW1. Boutiques CW2. Kitchen goods CW3. Furniture DW. What are the competition faced by KDS? DW1. West end, DW2.Kensington store, DW3.XXXs, DW4. Internet DW5. Market DW6. Small Shops Code book Code label Name of the label Brief definition Full definition Comment AW Why do you come to KDS? AW1. Price The amount the store charges for its products Some customers asked consider the prices to be fair. So they come to the store because of the fair prices A case of interview 2& 7 AW2. Socializing Meeting friends and having fun Some customers come to the store to meet with friends, take children out for fun and just walk around Interview 2 & 5 AW3. Use Recreational Facilities Common facilities used for common purposes Some customers go to the store to browse, use toilets, watch football and others Interview 2,3,5 &7 AW4. Purchasing Buying products Most customer go to the store to buy a wide range of products Interview 1,3,4,5,6,7,8&9 BW What aspects of KDS encourages/discourages its use? BW1.Service Quality The quality of service customers receive in the store. Staff are helpful, service is fast, no long queues, adequate advice Case of interview 1, 5, 6,7,8 &9 BW2. Parking Where customers park their cars There is ample parking which is very large. The parking extends to the basement where one easily gets in the store. Interview 1, 2,6,7 and 9 BW3. Congestion The space available in the store versus the people visiting Due to many people visiting, the place becomes crowded and noisy. Many people do not like such places. Interview 3&4 BW4. Quality Products The quality and variety of products the store stocks The products are of high quality and the store stocks a wider variety of products. Many customers visit the store because it stocks high quality products. A case of interview 1,3,5 and 6 BW5. Convenience -one doesn’t have to go out of their way to shop here There is ample parking, wide variety of goods under one roof, you can meet friends and you can also shop while children are out playing. So many customers come to this store because of its parking A case of interview 3,4,5,6,7,8&9 CW What new thing would you like KDS to provide or do? CW1. Boutiques Shops that sell different cloths for different people These includes the provision of new fashion for middle aged working women; stocking of dresses for wedding functions. Complete bridal materials should be provided Interview 1 CW2. Kitchen goods Food products and other cutleries The store does not stock most of the kitchenware, so customers go elsewhere. Interview 7 CW3. Furniture House and Outside furniture There are no garden Furniture Interview 8 DW What are the competition faced by KDS? DW1. West end, larger stores stocking similar products as KDS This is a large store which provides more variety of products especially big electrical materials and fashioned clothes. Interview 4 DW2. Kensington Store Larger store The store is more spacious and have more variety Interview 4 DW3. XXXXs Stores Competitor Store The store has many branches around and stocks wider range of products Interview 2&9 DW4. Internet Internet Stores There is a wider range of products and the prices are fairly low Interview 3&6 DW5. Market Open and common place of selling and buying There is a variety of cheap items including second-hand items Interview 5 DW6. Small Shops Small retail shops These stock similar products at fair prices and some unique products too Interview 7 Read More