The first phase involves the identification and extensive research into the problem followed a literature review to develop strong basis for further insights. The second phase entails the sophisticated analysis on the data collected through the primary and secondary research work. It involves the use of pictorials to assist in better understanding of the research work. As a result, the analysis showed that the UK grocery sector had been adversely impacted as a whole; however, despite an economic downturn and deteriorating macro conditions, the three retail giants-Tesco, Sainsbury and Morrison have had an insignificant impact on their profitability, market share and loyalty of the customers. The research leads us to conclude that the leaders were able to combat the economic recession with an iron hand; and to revive their ways to the former glory with a year of the collapse of the economy. The analyses in the research also lead us to establish the fact that Tesco was able to maintain its dominance over the UK retail sector in terms of market share, sales, profitability and growth.
Fieldwork and data collection
In this chapter, the methodology used is analyzed and discussed further and it importance to the three goals. The methodology is believed to be most significant part of the research. The methodology section is quite essential for the research since it gives clear direction of what is expected and proper means of attaining desired results. The clear-cut strategies and directions put in place will assist to increase the steadiness as well as put forward the job that can be done elsewhere. This chapter will provide and explain details of all the models, theories, and structures as well as tools used for data gathering and analysis.
Types of questionnaire The chart flow gives the chronological approach that is to be taken during the research and gives appropriate methods applicable. The research has used a self-administered questionnaire with all three sub-procedures have been used. The questionnaire was sent to all the different places in order to have representative view of the population. However, a random sampling procedure was followed to eliminate any sort of biasness towards any population or a retail store. The response rate on the questionnaire was more accurate since questionnaires are simple and user friendly thus do not take much of the times. A precise follow-up was on the chosen sample for quick and positive replies. Similarly, the data for financial analysis was collected from the company websites as well as Reuters and Bloomberg. Likewise, a lot of newspaper clippings were collected to better analyze the market and make an unbiased opinion on the research questions. 1. Objective 1 Whether consumer’s loyalty of Tesco, Sainsbury’s and Morrison’s has been adversely affected by the recession? a. Methodology Survey and relevant research b. Tool Used A questionnaire has been prepared and other relevant information will be obtained from different sources like journals, newspapers and articles. c. Rationale of