This 12 page paper is a research proposal to prove, or disprove, the hypothesis that Sainsbury's have been loosing business and market share as the shopping experience they provide is no longer able to meet the consumer needs. The paper is a full plan, including methodology outline, methodology and a timetable. The bibliography cites 6 sources.
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marketing that appears to press all the right buttons for the consumers; aspersion and inspiration, association marketing, appealing to loves and greed, identification and pure temptation, the company is still
facing many problems with sales and market share falling. Justin King became their new Chief Executive and he identified Sainsburys major weakness our customers say that we have not been
looking after them as well as we should have done. We have become too inward-looking, and have lost focus on our customers needs. The aim of this paper is to
find out how and why this has occurred with the use of primary and secondary research. 2. Hypothesis The research will look at a hypothesis and seek to prove this
through research. The hypothesis is that Sainsburys have been loosing business and market share as the shopping experience they provide is no longer able to meet the consumer needs.
This idea behind this is that the problem of the fall lies in store with the shop unable, through presentation, product range or another internal factors does not meet the
modern needs of the customers and is finding it difficult to compete with the raising stars such as Tesco and Asda. The null hypothesis will be that the consumer
experience is satisfactory once the customers are in the store, meaning that the problem must reside with the marketing and/or image and perception of the company, resulting in a lack
of customers entering the store to gain the experience. 3. Limitations There will be limitation on this project due to time and budget constraints. The use of secondary data will
be cross referred to ensure accuracy and primary data will be gathered to test the hypothesis. There is room for error, but we will seek to reduce this by ensuring