An investigative study into consumer choice. a case study analysis using tesco and ikea

Course Title: Business & Management (Marketing)

Degree Title: Bsc. (Hons)

Student #: 0527866 Business & Management (Hons) Marketing Brunel – 2008

Strategic Marketing Research Project

An Investigative study into consumer choice. A case study analysis using Tesco and IKEA


Acknowledgment

Several people have been extremely instrumental in assisting me to complete this

strategic marketing project. By no order of significant, I will like to extend my expressed

thanks to my immediate family, in particular Selina, for her love, encouragement,

understanding and unwavering support over the last (3) three months. To Patricia, - for

those cups of tea and Gizmo (my dog who kept me company at nights). To Hanisha,

Areah, Chrissy, Wendy and Margaret who constantly called or emailed to enquire how

the project is coming along, thanks. All my close friends who helped kept each other

sane, Alesia, Dhee, Seto, Ali, Carl, Ronny, Ridhi, and Mazzi, “the project would not

have been completed without you guys”.

Most importantly, the academic staffs at Brunel’s Business school, Prof. T C Melewar,

for his concise but focus chats, my personal tutor Dr. Cohen for reminding me that to

success “you need to give your all, then give it again”, Dr. King, for allowing me to

drop in on short notices, but providing valuable support and critic to my work, PhD

Student Tayo, and most of all my supervisor, Dr. Charles Dennis for direction,

counselling and support to which help contribute to the accomplishment of this project.

And finally, to the Almighty, for granting me the strength, wisdom and will-power to

start and finish this exciting chapter of my academic career.

ThanksThanks

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AbstractAbstract

Choice has transcended into society given the finite level of resources that abound to

satisfy human infinite desires. Over the last decade increases in choice have bombarded

consumers, no more so, that in the retailer sector. This research seeks to explore the

behaviour of individuals who patronised store which offers extensive choice, in order to

facilitate a satisfactory response. It utilises the Theory of Planned Behaviour (TpB),

through the tools of structured questionnaires with 77 intercepted consumer and 26 focus

group participants. The research obtained via the questionnaire indicates the 51% of the

consumers who planned to visit Tesco at least 3 times in the coming week also believe

that Tesco offers extensive choice and is equally satisfied by its offering. This was the

reverse case with IKEA where 46% believe that IKEA offers extensive range by only

23% plan to visit IKEA at least 4 times in the forthcoming 12 month. Correlations

between variables indicated that strong relationships exist between subjective norms and

intention, and relatively strong relationships between attitude towards stores which offers

extensive choice and intended behaviour to patronise these stores. It also highlights the

need for retailers to be aware of this significant relationship in their marketing strategy

and its impact on Viral Marketing activities.

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Contents Acknowledgment ...........................................................................................................................2

Abstract ..........................................................................................................................................3

Contents ..........................................................................................................................................4

List Of Tables & Figures................................................................................................................6

CHAPTER 1 – INTRODUCTION

1.1 Introduction .............................................................................................................................7

1.2 Rationale for the research topic .............................................................................................7

1.3 Project Synopsis .......................................................................................................................7

CHAPTER 2 – REVIEW OF LITERATURE

2.1 Introduction to the Research Phenomena ...........................................................................10

2.2 Arguments for extensive Consumer Choice ........................................................................11

2.3 Arguments against extensive Consumer Choice..................................................................13

2.4 Consumer Satisfaction .........................................................................................................14

2.5 Theoretical Framework ........................................................................................................17

2.4.1 The Theory of Planned Behaviour .............................................................18

2.4.2 Satisfaction Theory ....................................................................................21

2.6 Gap in Literature ...................................................................................................................24

CHAPTER 3 – RESEARCH METHODOLOGY

3.1 Introduction ...........................................................................................................................25

3.2 Research Approach ...............................................................................................................26

3.3 Justification of Case Study approach ..................................................................................28

3.4 Research Objectives/Aims ....................................................................................................29

3.4.1 Hypothesis Construction ...........................................................................30

3.5 Data Collecting Tool ..............................................................................................................31

3.5.1 Secondary Data ..........................................................................................32

3.5.2 Primary Data .............................................................................................33

3.6 Tools of Primary Data Collection .........................................................................................34

3.6.1 Sampling ....................................................................................................34

3.6.2 Sample selection and Framing..................................................................35

3.6.3 Sample Area................................................................................................36

3.6.4 Sample Design............................................................................................36

3.6.5 Justification of Sampling...........................................................................37

3.6.6 Sample Size.................................................................................................37

3.6.7 Pilot Study...................................................................................................38

3.7 Questionnaires .......................................................................................................................40

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3.7.1 Justification of Questionnaires..................................................................41

3.8 Focus Groups..........................................................................................................................42

3.9 Observation.............................................................................................................................43

3.10 Data Validity & Reliability..................................................................................................44

3.11 Limitation of the Data Collection Process..........................................................................45

3.12 Problems................................................................................................................................46

3.13 Ethical Consideration and Good Research Practice.........................................................47

3.14 Conclusion.............................................................................................................................48

CHAPTER 4 – RESEARCH COMPANIES PROFILE

4.1 Corporate Overview TESCO................................................................................................49

4.2 Performance Overview...........................................................................................................50

4.3 Corporate Overview IKEA....................................................................................................52

4.4 Performance Overview...........................................................................................................53

CHAPTER 5 – RESEARCH FINDINGS

5.1 Introduction............................................................................................................................54

5.2 General Findings.....................................................................................................................55

5.3 Findings on TESCO................................................................................................................58

5.4 Findings on IKEA...................................................................................................................61

5.5 Statistical Findings.................................................................................................................63

5.6 Internal Consistency, Scale Reliability and Regression Analysis......................................64

5.7 Conclusion...............................................................................................................................68

CHAPTER 6 – ANALYSIS AND DISCUSSION

6.1 Discussion and Qualitative Findings.....................................................................................69

6.1.1 Intention & Attitude .................................................................................70

6.1.2 Intention and Subjective Norms................................................................72

6.1.3 Intention Past Experience & Perceived Behavioural Control .................73

6.1.4 Intention & Satisfaction.............................................................................75

6.2 Conclusion...............................................................................................................................76

References

Appendix A

Appendix B

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LIST OF TABLES

TABLE 3.1 – HYPOTHESIS CONSTRUCTION 30

TABLE 3.2 – DATA COLLECTION INSTRUMENTS USED IN RESEARCH 37

TABLE 3.3 – ILLUSTRATES THE PERIOD USED FOR PILOT TESTING 39

TABLE 3.4 – BENEFITS GAIN FROM PILOT TESTING 40

TABLE 3.5 - QUESTIONNAIRE SAMPLE COLLECTION - (AREA & RESPONSES) 42

TABLE 5.4 – DESCRIPTIVE STATISTICS FOR AGGREGATE MEASURES 63

TABLE 5.5 – RELIABILITY STATISTICS 64

TABLE 5.6 (A) – CORRELATIONS MEASURE BETWEEN VARIABLE OF THE TPB MODEL 65

TABLE 5.3 (B) – CORRELATIONS MATRIX AMONGST VARIABLE OF THE TPB MODEL 66

TABLE 5.7 – COMPOUND VARIABLES AND THEIR ASSOCIATION WITH INTENTION TO PATRONISE

TESCO & IKEA EXTENSIVE RANGE 67

TABLE 5.8 – THE COEFFICIENT BETA AND SIG. IN RELATIONS TO THE HYPOTHESES 68

LIST OF FIGURES

FIGURE 2.1 – STRUCTURE OF CONSUMER SATISFACTION RESPONSE 15

FIGURE 2.2 – COMPOSITION OF THE CONSUMER SATISFACTION RESPONSE 15

FIGURE 2.3 – THEORY OF PLANNED BEHAVIOUR 19

FIGURE 2.4 – SCHEMATIC REPRESENTATION OF TPB AS IT RELATES TO TESCO AND IKEA 22

FIGURE 3.1 – DIAGRAMMATIC REPRESENTATION OF THE RESEARCH APPROACH 27

FIGURE 3.2 – TYPE OF SECONDARY DATA USED IN THIS RESEARCH 32

FIGURE 3.3 – SAMPLE AREA – PICTOGRAPHICALLY REPRESENTED 36

FIG 4.1.1 – TESCO OPERATION BY GEOGRAPHICAL BREAK-DOWN 2001 – 2006 50

FIG 4.1.2 – TESCO EMPLOYMENT STATISTICS 1996 – 2006 50

FIG 4.1.3 – TESCO MARKET SHARE STATISTICS 2001 – 2006 51

FIG 4.2.1 – IKEA AB REVENUE BY WORLD SALES REGIONS – 2007 53

FIG 4.2.2 – MARKET SHARES OF MAJOR PLAYERS IN THE UK HOUSEWARES AND

HOME FURNISHING MARKET – 2007 53

FIGURE 5.1 – AGE DISTRIBUTION OF THE SAMPLED POPULATION 56

FIGURE 5.2: OCCUPATION DISTRIBUTION OF RESPONDENTS 56

FIGURE 5.3 – PROFESSION DISTRIBUTION OF THE SAMPLED POPULATION 57

FIGURE 5.4 (A) – RESPONDENTS EVALUATION OF TESCO’S VISITS AND SATISFACTION 59

FIGURE 5.4 (B) – RESPONDENTS EVALUATION OF TESCO’S VISITS AND SATISFACTION 60

FIGURE 5.5 (A) – RESPONDENTS EVALUATION OF IKEA’S VISITS AND SATISFACTION 62

FIGURE 5.5 (B) – RESPONDENTS EVALUATION OF IKEA’S VISITS AND SATISFACTION 63

FIG 6.1 – THE THEORY OF PLANNED BEHAVIOUR EXPLAINED IN TERMS OF ITEMS CORRELATION 69

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Chapter 1

INTRODUCTIONINTRODUCTION

1.1INTRODUCTION

The purpose of this chapter is to introduce the phenomena of an extension of

consumer choice by Tesco and IKEA upon satisfactory behavioural response by their

customers.

It will describe the rationale behind the decision to pursue this research topic, and a

review of literature on the subject.

1.2 RATIONALE FOR THE RESEARCH TOPIC

An article in the Times online, July 4th, 2007 issue, was citied as thought-provoking. It

identified the decision to choose a basic item such as milk of the shelf of Tesco as “hell”.

It contended that consumers face on average over 30,000 products on any single visit to

their local supermarket.

This problem of choice was not an isolated case. It also affected the author some weeks

later when bombarded by the decision as to which cheese to purchase for his Wednesday

evening jacket potato and cheese dinner.

Many have questioned the optimum choice level society should enjoy (Iyenger &

Lepper, 2000), whilst, others have boldly discredited choice as inadequate and

destructive (Schwartz, 2004).

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Therefore, research was needed to address such curiosity as to why consumers patronised

stores which offer enormous levels of choice, and how satisfied they feel by such

occurrence.

Based on the initial observations, a number of questions began to emerge, namely;

1.3 PROJECT SYNOPSIS

Chapter 1 – Introduction

This chapter set the scene of the research, it introduced the research problem. Identify the

rationale behind the decision to pursue this topic, supported by empirical evidence. It

concludes with the searching questions on extensive choice, to be answered by the

project

Chapter 2 – Literary Review

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This chapter begins with the arguments for and against extensive choice. It develops an

understanding of consumer satisfaction. Then, continues with the development of the

theoretical framework for the research and concludes with the identification of gap in

research.

Chapter 3 – Methodology

It starts with a description of the research approach, justification for the use of case study,

states the research objectives and the tools used in carrying out the research. It concludes

with a detailed explanation of the limitations and problems encountered from the

research and issues surrounding ethics

Chapter 4 – Company Review

Provides a simplified overview of the companies featured in the case study.

Chapter 5 – Research Findings

This chapter presents and explains the data found in the research, it identifies general

trends in the data, specify findings relating to the two companies are detailed. Then

concludes by exploring the validity and reliability of the data gathered

Chapter 6 – Analysis and Discussion

In-depth discussions on the research findings in respect to the literature review and

research objectives are put forward. It covers all variables relating to the theoretical

framework and its latent implication on marketing

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Chapter 2Chapter 2

REVIEW OF LITERATUREREVIEW OF LITERATURE

2.1Introduction to the research phenomena

It is a common notion to assume “more is better”. The evolution of the concept of choice

has transcended society given the finite level of resources that abound to satisfy our

infinite desires.

The last seven decades have seen a progressive increase in consumer choosing. Added to

that, the growing multicultural population of Britain all influence the diversity of goods

found on supermarkets’ shelves. Marketers and business organisations have always

viewed this expansion as being a direct response to consumers’ demand, and as a strategy

towards business longevity.

However, has such increases in product choice excites and stimulates our senses to

produce positive responses? Alternatively, has it overload our reasoning, processing,

enhancing and assimilating faculties to provide null and dissatisfying responses?

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2.2 Arguments for extensive choice

Extensive choice had been explained in terms of economics, and had been widely

represented in marketing as consumer pull, and corporate image building strategies

(Bettman and Park 1980; Broniarczyk et al., 1998; Chernev, 2006; Dennis et al.,

2005; Hoch et al., 1999(A&B); Kahn et al., 1999; Oppewal et al., 2005).

Consumer preference for large assortment refer to the increase cost efficiency

of time and transportation associated with one-stop shopping and the store

objectives for providing assortment depth and breath (Betancourt et al.,

1990).

Based on the naïve and uninformed construct of consumer knowledge they

may infer that a larger assortment is more likely to contain an alternative that

can fulfil their purchase goal and increase the probability of a perfect match in

choice set, than a small assortment (Chernev, 2006; Oppewal et al., 2005).

Consumers’ evaluate large assortments of alternatives as a preventative

measure to reduce uncertainty, disappointment and increase flexibility.

(Bettman et al., 1980; Kahn et al., 1991).

Consumers are fairly certain of their preference in the present, but influenced

by controlled beliefs and social powers they become less certain of the future.

Thus, a larger assortment acts as a cushion to absorb any drastic shift in future

preference.

Examination of the relevant literature on choice and its effects on consumer behaviour

are notably positive. A large assortment size leads to positive benefits to the consumer

(Oppewal et al., 2005; Chernev 2006; Hoch et al., 1999-A). Moreover, people like to

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have choice, and the ability to choose from a wide range can enhance the enjoyment of

shopping and fulfil non-purchase desires (Dennis et al., 2005; Koelemeijer et al., 2005).

In many instances, situations of more choice are preferred, and valued, over situation

with less choice. As such, consumers will naturally opt to choose a store that is perceived

to offer more variety over ones that offers less. Choice is valued and as such, Oppewal et

al., (2005), argues that stores which offer greater variety can be translated into positive

store image.

Consumer preference for large assortments refers to the situational dependency of

consumer preferences. Therefore, given that consumer preferences are not stable but

dynamic by construct, and fashioned by specific consumption goals. A larger choice

range will be influential during decision-making.

It provides an opportunity to evaluate alternatives thus, reduced uncertainty. Moreover, it

is likely to contain alternative that smaller choice range cannot fulfil. Consequently,

allowing greater flexibility to accommodate varying preferences over person and time

(Kahn and Lehmann, 1991, Oppewal et al., 2005).

Summary of the arguments against extensive choiceSummary of the arguments against extensive choice

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2.3 Arguments against extensive choice

On the contrary, as choice alternatives increases, and their relative attractiveness rises,

individuals experience conflict. Due largely to either cognitive overload or limited

alternative searching skill, and, as a result, tends to defer decision, search new

alternatives, choose the default option or simply opt not to choose (Lepper et al., 2000,

Garbarino et al., 1997). Excess choice paralyses rather than liberate.

Larger choice over stimulate the senses, increase complexity in the decision-making

process and create a de-motivating environment for choosing (Berlyne, 1960). Variety

usually exerts a positive influence on choice, so much so, that lots of variety may lead to

increased confusion and transaction costs (Hoch et al., 1999).

The decision to choose is mind baffling. Increasing the size of choice set can have

adverse consequence on product selection, given the demands placed on individual

cognitive resources (Olson et al., 2005) and, their ability to evaluate the attractiveness of

alternatives (Chernev 2006; Huffman & Khan 1998, Garbarino et al., 1997).

In selecting alternatives that requires more effort to process their attributes, consumers,

which have limited cognitive resources, and are cognitive misers, will need to disperse

more cognitive resources towards product evaluation, thus, generating negative affective

response to the product (Olson et al., 2005, Garbarino et al., 1997). Instead, they

replace their cognitive disbursement with decision heuristic.

However, heuristic frequently result in a less accurate decision and greater choice

negative consequences (Olson et al., 2005, Garbarino et al., 1997). Hence, consumers

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are willing to forgo product benefits to conserve cognitive effort. Moreover, alternatives

which are more effortful to process are less preferred to alternatives that are not

(Garbarino et al., 1997).

2.4 Consumer Satisfaction

Consumers’ satisfaction has been a priority of many businesses, and has it roots in Total

Quality Management movement. A review of literature revealed over 40 different

satisfaction scales had been used in various settings, ranging from airline travel to zoo

visits (Nadeem, 2007, Vavra, 1997).

Vavra (1997), defines customer satisfaction along two trajectories, as an outcome or as a

process. “The outcome characterise satisfaction as the end-state resulting from the

consumption experience”, (pg. 4) whilst, “a process emphasises the perceptual,

evaluative and psychological processes that contribute to satisfaction”, (pg. 4).

Therefore, the consumer is thought to be satisfied when perceived fair treatment arising

from their subjective judgement of observed attribute performance and cross reference

with the psychological fulfilment response they make when assessing performance

(Oliver, 1993). Hence, satisfaction is retrospective and requires the mutual adjustment of

experiences and recalled expectations, influenced by the present environment and other

elements of evaluation (Oppewal et al., 2005, Nadeem, 2007).

Satisfaction is framed by two dimensions of the consumer; the affective state – which

respond to joy or disgust, and the cognitive state - which evaluates post-purchase process

and store stimuli. Thus, “satisfaction is a function of cognition, affect and direct

experience” (Oliver, 1993. Pg. 421), wherein heuristic are used in trial and error scenario

of product search.

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Furthermore, satisfaction is a learnt process, shaped by past purchase experience

(Garbarino et al., 1997, Nadeem, 2007), product search skills (Olsen et al., 2005,

Bettman and Park, 1980), and cross-over influences (Oliver, 1993).

Figure 2.1 – Structure of Consumer Satisfaction response

Adapted from Oliver, (1993) “Cognitive, affective and attribute bases of the satisfaction response”.

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Figure 2.2 – Composition of the Consumer Satisfaction response

Adapted from Oliver, (1993) “Cognitive, affective and attribute bases of the satisfaction response”.

Marketer has and can shape the level of satisfactory response the consumer enjoy from a

visit to their store. This draws on the locus-of-causality literature in attribution theory,

which identify dimension of satisfaction origin (Oliver, 1993). Therefore, the display of

extensive product ranges influences the choice task and the level of attributes considered

in attaining a final decision and ultimately satisfaction response (Nadeem, 2007).

As depicted in figure 2.2 above, consumer can gain direct satisfaction from aspect of the

store image (Chernev, 2006). Whilst, others rely on their cognitive process to establish a

satisfactory response (Oliver, 1993, Bettman et al., 1980). Yet, many rely on their

affective responses and social pressures to instigate satisfactory responses (Garbarino et

al., 1997). Albeit, consumer seek to maximise positive affective state and maximise

negative states when maximising their satisfaction.

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2.5 THEORETIC FRAMEWORK

Many studies seek to provide insight into consumers’ intention and behavioural response

to predict their level of satisfaction. The Mood affective responses explore the relativity

among consumer mood and information processing, differences give rise to process-

induce affects (Garbarino et al., 1997). The process-induce affects (Garbarino et al.,

1997) evaluate the relationship among consumers’ task skill, product attribute and

cognitive resources in their choice evaluation.

Although such theories provide an understanding of alternative product evaluation or

comparison, they do not explain how such comparison are translated into buying decision

or predicted behavioural intentions (Foxall et al., 1998). To account for this process, and

develop a comprehensive theory of consumer behaviour this research turn to the Theory

of Planned Behaviour (TpB) (Ajzen, 2006) and draw on supportive theoretical

understand and application of the aforementioned theories. Example the subjective

judgement arising from observation, referent powers, and control beliefs, regarding

choice evaluation to initiate satisfaction (Oliver, 1993; Garbarino et al., 1997), and

prior knowledge structure together with information processing heuristic employed in

evaluating satisfaction (Bettman et al., 1980, Nadeem, 2007).

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2.5.1 THEORY OF PLANNED BEHAVIOUR

This theory formalised that consumers holds various belief about stores of various size in

their evaluation of choice alternatives, satisfaction, and concept of attitude. Hence,

guided by such beliefs, and influences of references, individual patronised such stores.

The TpB forms the overarching theoretical framework for this research offering a clearly

defined structure into variables on human behaviour (Ajzen, 2006). Furthermore, a

review of literature indicates that in recent years the TpB model has been applied to a

wide variety of research topics (eg: Deshopping behaviour; King et al., 2003, Green

marketing; East et al., 1999). Moreover, Oliver (1993) adaptation of the theory of

reasoned action attitude model, was instrumental in providing support for and integrated

model of customer satisfaction (Nadeem, 2007).

The TpB is itself an extension of the theory of reasoned action (TRA) (East, 1997), it

assumes that consumer consciously consider the consequences of the alternative

behaviour under consideration and choose the one that leads to the most desirable

consequence (Olson et al., 2005). Hence, the result of the reasoned process leads to

engagement in a selected behaviour. The theory incorporates both cognitive and affective

components (Foxall et al., 1998). Moreover, TpB model incorporates a further

determinant of intention called “perceived behavioural control” (East, 1997)

According to the TpB, human actions are guided by belief about the likely outcomes of

their behaviour (Behavioural belief), the perceived thinking of others (Normative

beliefs) and the presence of factors that may facilitate or impede performance of the

behaviour (Control belief) (Ajzen, 2006).

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The respective aggregates are symbolically represented in Figure 2.3, where behavioural

belief predict “attitude toward that behaviour”(AB), normative belief result in perceived

social pressure and attitudinal influences or “subjective norm”(SN), and, control belief

perpetuates “perceived behavioural control”(PBC). The combination of these distinct

aggregates leads to behavioural intention, which is ones attitude to engage in such

behaviour. Moreover, under the right condition will approximate behaviour itself

(Foxall, 1998, Ajzen, 2006).

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Therefore, if consumers hold salient believes, such as, shopping at a retail unit as that of

Tesco for food items, or Ikea for durable goods, (which both offers extensive choice) they

will achieve all the items they are looking for at one location. Then, they are more likely

to patronise these stores. If the outcome belief is favourable, then the attitude towards the

behaviour will also be favourable, resulting in the action being taken (East, 1997, Ajzen,

2006).

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Therefore, subjective norms are influence by the likelihood of the individual to uphold

their normative belief and the desire to comply with the views of the referent(s). The

degree and nature of reference influence on behaviour is segregated and linked to

socioeconomic hierarchy.

Moreover, if reference has strong ties, as that of the Asian communities, then such

behaviour will become a permanent feature of their decision making process. Group

interaction is seen as a major determinant in attitude and satisfaction, by affects members

aspiration levels and producing element of satisfaction or dissatisfaction (Kollat et al.,

1970).

Behavioural Intention (BI) is the immediate antecedent of behaviour, it connect self to

a future action in the evolution of the choice process (East, 1997; Ajzen, 2006). It

combines individuals’ belief about the consequences of different actions and the

resources capable of performing the various actions, then selecting from the varied

alternatives.

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Despite the exclusion of “intention” on the ground of insufficient evidence to justify it,

and the intricacy of limiting volitional control (King et al., 2007, Ajzen, 2006), it proves

a useful variable to this research and is included. Moreover, it has proved relevant to

other research (East et al., 1999, King et al., 2003), intention therefore, serves as a

proxy for actual control, thus, predicting behaviour (Foxall, 1998).

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2.5.2 SATISFACTION THEORY

The development of satisfaction theories have being studied from two perspectives;

approaching the study of satisfaction through product performance (Cardozo, 1965), or a

model of its own construct (Oliver, 1980). The work of Oliver (1980) will be used as the

theoretical foundation.

Oliver initiated a focus on the antecedent of satisfaction as the expectancy-

disconfirmation sequence. He adapted earlier work of Fishbein expectancy theoretical

models to suggest that expectation of standard of performance is a frame of reference for

customers’ evaluative judgement (Vavra, 1997, Nadeem, 2007). Expectation or

perceived control belief serve as baseline for satisfaction. Hence, positive or negative

confirmation to that baseline serves as proxy to consumer satisfaction.

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2.6 GAP IN LITERATURE

Despite the recognition that variety has positive influence on store choice, (Broniarczyk

et al., 1998, Hoch et al., 1999, Oppewal et al., 2005), there have been little research into

understanding the impact of variety on consumer satisfaction and other factors that

influence store choice, albeit jointed or separated from extensive choice analysis.

The Broniarczyk et al., study found relationship that variety perception influence floor

space devoted to various categories, which seek to define product depth and range.

However, fail to measure customer satisfaction or external influences (such as; consumer

attitudes, beliefs and resources) from these variables.

The Hoch et al., study went beyond Broniarczyk and develop an understanding of

variety in terms of the product information structure, product attribute levels and

differences, using product organisation, and shelf positioning to gauge consumers’

intention to purchase. However, using consumer behaviour models, failed to adequately

measure consumer’s actual behaviour and latent satisfaction response.

Oppewal et al., research contended that assortment size affect store’s evaluation and the

presence of an extensive range as catalyse to patronage. Yet, it refrain from addressing

how these influences consumer attitude towards the store, factors of social pressure and

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availability of resources to actualised store visits, and an adequate measure of assortment

size on consumer satisfaction.

All these research taken together contend that in the presence of uncertainty, choice from

larger assortment can potentially lead to lower choice probability and weaker preference

for selective alternatives. However, they all remain inconsistent with the notion that

consumers are best served with larger choice and are more satisfied from patronising a

shop which offers extensive range. In the light of current findings, research must be

commissioned to address these areas.

Chapter 3

RESEARCH METHODOLOGYRESEARCH METHODOLOGY

3.1 INTRODUCTION

This chapter will outline the research approach developed at answering the research

question as far as practicable. It outlines the structure and nature of the research work

conducted, together with the frameworks developed at addressing the research question.

It continues with the development of the research aims, construction of hypotheses, and

follows-through with the explanation of sampling methods and techniques. It concludes

with an outline of ethical considerations and identification of the limitations encountered

during the data collection process.

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3.2 RESEARCH APPROACH

The research question on consumer choice offering bases on the TpB model was studied

by qualitative techniques focused on Tesco’s and Ikea’s store offering and how they

affect behaviour. Key social construct such as behavioural variables must draw upon

observable responses (Ajzen, 2006).

A deductive approach is used in this research (Saunders et al., 2000), which combined

three sub-approaches to problem investigation. Birk & Malhotra (2003) admonish that a

combined technique provides greater power in understanding and measuring consumer

behaviour. Moreover, in consumer behaviour studies, “it is often advantageous to do so”

(Saunders et al., 2000. Pg.88) since it is a complex phenomenon (Olson et al., 2005).

Hence, a combine approach is adapted.

Exploratory research

This approach is used at the introductory stages. “Discovering the general nature

of the problem and variable that relates to it” (Tull et al., 1993 pg.43).

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Quasi-descriptive/conclusive

As the research progress, the investigating method evolved (Tull et al., 1993).

This method provided a near accurate description of the investigating phenomena

drew upon theories, researches, surveys from pass analysis and integrated a

representative sample into the research to be tested (Malhotra & Birk, 2003).

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Figure 3.1 – Diagrammatic representation of the Research Approach

Source:

This approach equipped the research with autonomy for the development of a logical and

scientific form of investigation (Robert Yin, 1993, Saunders et al., 2000).

Quantitative analysis were used as the preparatory work (East, 1997), where results from

questionnaire helped to identify consumers’ problem solving approach in the face of

extensive consideration set, and implications relating to consumers’ satisfaction.

Pertinent analysis were filtered into the focus group session for discussion, whilst,

generic consumer disposition were sought after during the observation exercises.

3.3 JUSTIFICATION OF CASE STUDY APPROACH

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3.4 RESEARCH OBJECTIVES/AIMS

Following the literature search, specific questions are formulated to address the research

problem. From the general framework highlighted by East, (1997) Ajzen (2006),

consumer satisfaction is the superseding outcome behaviour from their consideration

construct and influenced by Tesco and IKEA stores, given their extensive choice.

This study aimed at understanding the dimension of consumer attitudinal behaviour that

influences intention to patronise stores which offers extensive choice. More specifically,

the research follows the objectives:

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3.4.1 Hypothesis construction

Hypothesis construction

H1 Attitudes and beliefs towards Tesco and IKEA extensive range will predict

satisfactory behaviour response

H2 Consumers’ perception of the extent to which others evaluate Tesco and Ikea extensive choice range

will significantly predict their satisfactory response from shopping at these stores

H3 Consumers’ available resources to patronise a Tesco or IKEA will significantly

predict their level of satisfaction

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H4 Consumers’ perception of satisfaction is shaped by past experiences together

with the in-store atmosphere, in which their shopping is conducted

H5 Enlarge choice set has positive implications on consumers’ satisfaction response

Table 3.1 – Hypothesis Construction

3.5 DATA COLLECTING TOOLS

Two categorisations of data were identified:

Secondary Data

Primary Data

Secondary data comprise of raw and published summaries that are used subsequently by

other researcher (Malhotra & Birks, 2003). It provided a useful source from which the

research began.

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Primary data on the other hand, is data developed by the researcher specifically for the

research project (Parasuraman, 1991). Its use is advocated at the introductory stage as a

descriptive design (Malhotra & Birk, 2003). However, such application is not adhered

to in this research.

Nevertheless, most research questions are answered using some combination of

secondary and primary data (Saunders et al., 2003), which is the method adapted here.

3.5.1 Secondary Data

The classification of secondary data used during the research is detailed in (Figure 3.1)

below. This data was used to gain insight into the nature and extent of consumer choice

offering, the extent of work carried out on the phenomena and the availability of data on

the phenomena, in order to commence research. Moreover, “examination of secondary

data is a prerequisite to the collection of primary data” (Malhotra & Birks, 2003, pg.

87).

Additionally, it was used to make comparison amongst research findings, and triangulate

the present research (Saunders et al., 2003), thus, providing the longitudinal element to

a time-limited research.

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Figure: 3.2Figure: 3.2 - Type of secondary data used in this research

Source: Saunders et al., (2003. Pg. 190)

3.5.2 Primary Data

Malhotra & Birks (2003) argues that qualitative data be “used in conjunction with

quantitative approaches where illumination of statistical findings is needed” (pg. 131).

Moreover, since consumer behaviour is an overt response, and overt behaviours are

complex (Olson et al., 2005) qualitative research “seek to encapsulate the behaviour and

experience of the respondents in their own context, aiding a holistic outlook on the

phenomena” (Malhotra & Birks, 2003. Pg. 133 & 159).

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3.6 TOOLS OF PRIMARY DATA COLLECTION

Primary data collection methodsPrimary data collection methods

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3.6.1 Sampling

The process whereby the research attempt to learn about the larger population, by

looking at a small part (Worcester et al., 1988, Oppenheim, 2001) is qualified as

sampling. Sampling is an important part of consumer behavioural research, and as such

was an integral part of this research.

3.6.2 Sample Selection and Framing

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Selection of the sample respondents appears problematic. Respondent could have been

achieved by generating email to all registered undergraduate students enrolled at Brunel

University. This would provide many cases and a representative sample of the population

under study. Such an attempt at random sampling would, though, have resulted in under-

representing the patrons of Tesco and IKEA. Therefore, the research resort to a modified

sampling method called cluster sampling (Oppenheim, 2001) in which samples were

collected from the sample areas by directly intercepting shoppers which had direct

connection with the researching variables. Such sampling method proved effective by

Dennis et al., (2005).

Clarification of the framework used to recruit samples at different stages in the research,

are enlarged upon at the relevant data collection tool section underneath.

3.6.3 Sample Area

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Tesco Metro Plc – Ealing Broadway, and Greenford Broadway

Tesco Express Plc – West Ealing

IKEA – Brent Cross North London

Brunel University Campus

Figure 3.3 Sample Area - pictographically represented

Source: Author - Constructed using ‘Google Earth’ – Licensed software

3.6.4 Sample Design

The study uses a convenience sampling design in recruiting samples; the reader is

directed to Malhotra & Birks, (2003. Pg. 348), Saunders et al., (2003. Pg 96) and

Oppenheim (2001. Pg. 24) for further justification. However, at later research stages,

respondents to the initial questionnaire sample were recruited to obtain sample for the

focus groups sessions, and participation in the observation exercise, further explanation

can be found in, focus group design, Appendix….and observation design, Appendix…..

3.6.5 Justification of Sampling

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The above sample areas were specifically chosen since they are host to the dependent

variable and directly relates to the measuring behaviour. With the exception of Brunel

University, they all produce respondents who have visited, or proximate to visit the

stores being researched. Additionally, a compromise had be strike between theoretical

requirements and practical suitability in the research. Thus, in all cases common-sense

prevailed (Oppenheim, 2001) thereby, directing the sample to be taken from the

locations where the cases are being studied. Moreover, issues surrounding time, ease of

measurement, access, and corporation was considered (Malhotra & Birks, 2003).

3.6.6 Sample Size

The size of the sample fluctuates depending on the method of investigation being used;

the following table represents the participants to various data collecting methods.

Table 3.2 – Data Collection Instruments Used in Research

3.6.7 Pilot Study

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Ajzen (2006) warns that to elicit outcomes variables for the TpB model, pilot study must

be carried out to identify various measures of consumer consideration (attitude,

subjective norms and perceived control) which affects behaviour. Moreover,

Oppenheim (2001) reminds us that;

Pilot study work was used within the context of exploratory research, since the data

gather lack precision (Zikmund, 1999). Furthermore, pilot test enabled future

respondents to answer the questions without many problems and create relative

simplicity in recording data, thus improving data integrity.

Despite this research being conducted on a small scale, Saunder et al., (2003) advised

that “it is still important to pilot test your questionnaire” (pg. 308). As part of the pilot

testing the outline referred to in Saunders et al., (2003, Pg. 309) was adhered to.

How long the questionnaire took to complete

Clarity of instructions and questions ambiguity

Questions respondents felt uneasy to answer, and question omission

Questionnaire format and other comments

Adapted: Saunders et al., (2003)

Two pilot studies were conducted, the first pilot study consisted of ten (10) opened

answer questions distributed to 60 students before various lectures and the responses

were collected at the end of lectures.

The study was aimed at identifying accessible behavioural, normative and control beliefs.

The responses were used in the questionnaire to construct a list of modal salient beliefs

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that is commonly held in the research population. The table below illustrates pilot testing

periods.

Table 3.3 – Illustrates the period used for pilot testing

The second pilot study consisted of the originally designed questionnaire, which

consisted of seventy-five (75) questions, with most rating scales being seven (7) interval-

points scales.

The responses from this second testing enabled the restructuring of the questions format,

the re-scales of the interval points systems, which were revised to mostly to five (5)

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points interval-scales, and the deleting of sixteen (16) questions, to produce the final set

of questions used in the study.

The second pilot study appeared helpful by

Increasing the questionnaire completion levels and response accuracy

Reducing the time for questionnaire completion

Enabling simplicity of rating by the respondents

Reduce confusing during completion

Creating a more holistic and accurate representation of the respondents answers

Table 3.4 – Benefits gain from Pilot Testing

3.7 QUESTIONNAIRES

The term Questionnaire has been used to mean many different things (Oppenheim,

2001, Zikmund 1999), for the purpose of this study is it used strictly to refer to

structured, self-administered questions which adapt the use of various measuring tools.

It is the main data collection tool used in this research, geared towards obtaining

appropriate measurable outcome based on the research aim (Oppenheim, 2001), thus,

“comprising of a comprehensive listing of every variable to be measured” (Oppenheim,

2001. Pg. 101). The questionnaire followed the design recommended by East (1997) and

Ajzen (2006), (details of the design appear in appendix A) and the guideline outline by

Malhotra & Birk, (2003. Pg. 335). It was tailored for use, based on the interception

sampling approach used.

3.7.1 Justification of questionnaires

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The sample of shoppers obtained from the shopping centre interception method is

presented in the Table (3.5) below. It provides details of when and where samples were

taken from and how many samples were extracted at each location.

There was a 92% response rate overall, with 100% response rate from surveys

conducted outside Tesco Metro – Ealing Broadway being the highest, while surveys

conducted outside Tesco Metro Greenford receiving the lowest response rate of 82%.

These differentials in rates of responses can be accounted for by different settings in

which the research was conducted. Ealing Broadway had seating facilities, whilst

Greenford had no such facilities.

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Table 3.5 - Questionnaire Sample Collection - ( Area & Responses )

3.8 FOCUS GROUPS

Zikmund (1997) rationalised focus group interviews as an objective discussion of a topic

by a group of respondents in a natural fashion, but moderated by a leader. This tool

played a supportive role to the research, as such, was used to gain creative insight where

respondents felt sufficiently relax to reflect and portray their feeling and behaviour.

It provided the opportunity to probe respondents for detailed explanation to their

responses. The research followed the guidelines outlined in Malhotra & Birks (2003. Pg

161) for focus group interviews, details of the design used for this research is provided in

Appendix B.

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3.9 OBSERVATION

Despite observation being a unit of data collection, its wide spread-use was restricted by

time related factors and lack of appropriate training on the part of the researcher.

Nevertheless, as advocated by Malhotra & Birks (2003), observation illuminates the

research and seeks to create a holistic understanding of the researched phenomena.

However, results from observation were not presented in the research findings, since it

lack clarity.

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3.10 DATA VALIDITY AND RELIABILITY

To ensure that data quality from respondents are accurate or as near as possible, the

questionnaire was designed with all negative responses on one side, whilst, all positive

responses on the other. This format was used through-out the questionnaire which

enabled the respondents to navigate their proposed responses quicker, creating a logical

mind map, thus enhancing efficiency, ease of use and adaptability.

In scales construction, attitudinal measures were tested for consistency and stability. Due

to the available resources and time, it proved difficult to complete a “test-retest

reliability” check, thus, regression analysis were performed to help neutralised the effects

of random fluctuations in responses (Parasuraman, 1991).

To facilitate an accurate measure of respondents’ satisfaction levels, the scale

comprising of seven (7) points rating was used, it facilitated the detection of fine

variations in responses (Parasuraman, 1991). It would have proved a usefully

measurement in the global measures, however, it would have lengthened the time taken

to complete the questionnaire, hence reducing its overall effectiveness.

Prior to the focus group sessions the participants were emailed a copy of the objectives of

the focus group session together with an overview of the project, alongside renewed

guarantee for data confidentiality. This enabled participants to pre-consider the

information and develop a mind–map of potential responses during the session. This

helps promote data validity and reliability (Saunders et al., 2003).

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3.11 LIMITATION TO THE DATA COLLECTION PROCESS

The limitations experienced during the research are categorically defined as follows:

a) Sampling error – this may arise because the research used a very small portion

of the population as sample to analyse the behaviour of the entire population. The

error rates were relatively high since it was difficult to increase the sample size,

which ultimately would reduces the error rate.

b) Non-sampling error – errors that arise not from the sample but from the survey.

Namely incorrect response, conception distortion, coding error, arithmetic and

other non sample source error.

To ensure that this was reduced, particular care was paid to data coding and input.

c) Sample frame error – result when the sample used may not have been the best,

for instance, how participants were recruited to the research will in itself

constitute errors of sample frame.

Shopping centre interception method could have resulted in over sampling

shoppers with spare-time, such as the elderly and unemployed. Moreover, it may

have excluded relevant units while including irrelevant units (Parasurama,

1991).

Nevertheless, the demographic representation appears to be reasonably

representative of the shopping population which patronises these stores.

However, the uncontrollable shady areas of intercept sampling were considered

throughout the research.

d) Selection error – where no representation of a sample is obtained. This could

have derived from several source, for instant if the recruiter was intimidate by tall

women with long black hair, and gothic appearance, or sample who appear busy,

even if they reasonable fit the criteria, and should be approached next, they were

not recruited.

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e) Secondary data source selection – may have been the source of error in the

research approach, design, sampling data collection and analysis stage of project

(Malhotra & Birks, 2003). On the bases that the researcher did not participate in

prior researches, it is therefore difficult to evaluate with any accuracy the

reliability of these data.

Thus, secondary data of good academic sources were solicited at all time, which

were exposed to, and withstand the rigour of critics and upheld good research

practices.

3.12 PROBLEMS

The interpretation to some questions appeared problematic at answering, even after the

pilot study was commissioned. In particular, many respondents had difficulties

understanding and interpreting questions 41, 42, 48, & 49. Additionally, the size of the

font used and the spacing of the responses did not aid in that aspect.

In previous studies using the TpB model eg: (King et al., 2007), researchers collected the

detail from the questionnaire survey and analyse these data before commencing further

qualitative research. This proved to be an effective strategy in gaining depth of study.

However, due to lack of the human resources to analyse this data before hand, and the

time-frame in which the research was conducted, this proved impossible

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3.13 ETHICAL CONSIDERATION AND GOOD RESEARCH PRACTICE

This “research is founded upon the willing co-operation of the public, it relied on the

confidence that it is conducted honestly, objectively, and without harm to the

respondents. Its purpose is to collect and analyse information and not to influence the

opinions of anyone participating” (MRS, Qualitative research guideline, 2006. Pg. 3).

Standard academic practises were upheld when obtaining secondary data; this

encompasses appropriate referencing of source materials.

The overall research adhered to strict data confidentiality procedures to

protect the respondents’ details from misrepresentation. The researcher

ensured that ONLY respondents enlisted to attend focus group sessions were

present in the room where the interviews were conducted.

As far as practicable the anonymity of the respondents were protected by

referring to focus group participants in the analysis section (pg. 68 - 74) using

hypothetical names. Additionally, only audio-recording of the sessions were

conducted

The entire research was guided by the Marketing Research Society (MRS)

code of ethic in research and adaptation of procedures outline in Malhotra

and Birks (2003).

3.14 CONCLUSION

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This chapter on research methodology is seen as the guiding principle for the

creation of knowledge and the orderly and effective way of problem

understanding, which can be summarised as follows:

The research technique used is that of a qualitative approach, which focused on a

deductive approach, and justified the use of case study while developing the

research aims and the construction of hypotheses.

The tools of data collection were identified and categorised, whilst the research

area and sampling details were outlined, problems and limitations encountered

were stated and matters pertaining to ethics were deliberated upon.

Chapter 4Chapter 4

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Research Companies Profile Research Companies Profile

4.1 Corporate Overview – TESCO Plc (UK)

4.2 Performance Overview

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Fig 4.1.1 – Tesco operation by Geographical break-down 2001 - 2006

Source: GMID – Euromonitor “Tesco company profile report 2007”

Fig 4.1.2 – Tesco employment statistics 1996 - 2006

Source: Retailer Directory -2007 “Retailer Ranking by Number of employees - 2007”

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Fig 4.1.3 – Tesco market Share statistics 2001 - 2006

Source: GMID – Euromonitor “Tesco company profile report 2007”

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4.2 Corporate Overview – IKEA AB (Sweden – UK review)

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4.3 Financial Overview

Fig 4.2.1 – IKEA AB Revenue by World Sales Regions - 2007

Source: GMID – Euromonitor “Housewares and Home Furnishing -UK 2007”

Fig 4.2.2 – Market Shares of Major Players in the UK Housewares and Home Furnishing Market - 2007

Source: GMID – Euromonitor “Housewares and Home Furnishing - UK 2007”

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Chapter 5

RESEARCH FINDINGS AND DATA PRESENTATIONRESEARCH FINDINGS AND DATA PRESENTATION

5.1 INTRODUCTION

This section is designed to detail the research findings, it begin with the presentation of

the general pattern of data found, then continues with more specific research findings

relating to the research hypotheses. The result from the questionnaire survey detailed the

general statistical finding in the form of descriptive and statistical data, supported by

charts and graphs as far as possible.

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5.2 GENERAL FINDINGS

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Figure 5.1 – Age Distribution of the sampled Population

Figure 5.2 – Occupation Distribution of Respondents

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Figure 5.3 – Profession Distribution of the Sampled population

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5.3 FINDING ON TESCO

The overall statistic showed that 51% of the participants “will visit” Tesco at least three

times at week, while 20% are not sure if they “will or will not visit”. However, when

combined with the assertive “definitely will visit” and the potential “will visit” groups,

over 65% of respondents are planning to be exposed to Tesco at least 3 times in the

forthcoming week. The same trend was displayed by customers who believe Tesco offers

extensive range 51% “strongly agree”, while 49% “agree”, similar, to the 53% & 47%

respectively who “strongly agree” and “agree”, that Tesco offers variety. Likewise, an

overwhelming 88% “agree” that they will find all they are looking for from one visit,

only 12% was not certain.

In addition, most customers were satisfied with their visit, accounting for 88% of the

“slightly satisfied - highly satisfied” category; the remaining 12% was “slightly

unsatisfied”. This also were reflected on the volume of customers who view shopping at

Tesco as a highly pleasurable exercise, with 63% “agreeing” that they enjoy shopping at

Tesco, compared to only 14% encountering less pleasurable experiences. Additionally,

most customers are highly satisfied when there are less than 4 alternatives in the product

range, 63%, “satisfied - very satisfied”. This compared to only 32% “satisfied - very

satisfied”, when there are more than 5 alternatives to choose from in the product range.

The graphs below figure 5.4 (a) and (b) illustrates, selected data, on respondents visit to

Tesco and the evaluation of Satisfaction.

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Figure 5.4 (a)– Respondents Evaluation of Tesco’s Visits and Satisfaction

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Figure 5.4 (b) – Respondents Evaluation of Tesco’s Visits and Satisfaction

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5.4 FINDINGS ON IKEA

The findings indicated that more that half were unsure if they “will visit” IKEA at least 4

times in the coming 12 months, whilst 45% were certain that they “will not visit”.

Indication of respondent perception on IKEA range; 23% “agree” that they have an

extensive range, with 49% strongly contesting this stand. When surveyed on variety,

34% “strongly disagree” that IKEA offered extensive variety with 12% “agreeing” that

they do, yet only 39% were “satisfied” when choosing products with less that 4

alternative with 26% being “terrible satisfied”. This figure is greatly amplified when

there are more that 5 alternatives to choose from, with 30% being “extremely

unsatisfied” and only 24% being “fairly satisfied”. Additionally, 49% “strongly

disagree” that they will find all they are looking for in one visit, while 3% indicated that

they can.

Moreover, 68% and 63% neither “agree, nor disagree”, that their shopping experience

was very pleasant and shopping there was a pleasurable exercise, respectively. With 65%

indicating that it was “difficult to evaluate” their overall satisfaction.

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5.5 STATISTICAL FINDINGS

The data was grouped to as it relates to elements in the TpB model, and their descriptive

statistics are presented underneath. The overall measures, expressed in terms of mean are

closely patterned to results obtain for the measure of Tesco. Whilst, bear little relations to

mean obtained for IKEA, (Table 5.4) present the descriptive statistics.

Overall Statistical Measure

Measures No Valid

Entries

Mean Std. Deviation

Overall Intention 77 11.28 4.2793

Overall attitudes 48 28.75 1.4366

Overall Subjective Norms 57 26.10 3.3895

Overall Past Experience 67 42.40 3.1912

Overall PBC 77 15.23 2.3781

Overall Satisfaction 77 47.66 5.6256

Statistical Measure Of

TESCO

Intention TESCO 77 6.96 2.3195

Attitude TESCO 48 17.32 1.4995

Subjective Norm TESCO 57 14.30 2.8910

Past Experience TESCO 67 25.55 3.0515

PCB Tesco 77 8.43 1.2610

Satisfaction TESCO 77 28.03 4.5173

Statistical Measure Of IKEA

Intention IKEA 77 4.32 2.3477

Attitude IKEA 48 11.85 2.1437

Subjective Norm IKEA 57 12.10 .81688

Past Experience IKEA 67 17.13 2.5410

PCB Ikea 77 6.81 1.8067

Satisfaction IKEA 77 19.62 4.1137

Valid N (listwise) 35

Table 5.4 – Descriptive Statistics for aggregate measures

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5.6 INTERNAL CONSISTENCY, SCALE RELIABILITY AND REGRESSION

ANALYSIS

The most commonly used indicator of internal consistency is Cronbach’s alpha coefficient.

Ideally, the Cronbach alpha coefficient of a scale should be above .7 (DeVellis, 2003).

However, Cronbach alpha is sensitive to items in scales under ten.

According to Pallant (2007) reliability of good internal consistency, using Cronbach alpha

above .7 is acceptable, however, .8 is preferred. This is supported by (Ajzen, 2006) who

advised that for scales with less than 10 items (as was this research) Cronbach alpha of

between .612 and .894 are good indicates of internal consistency. In the current study, the

first stage in processing the results was to construct compound variable for those having more

that one item. The overall Cronbach alpha coefficient was .766, and the individual variables

are listed in table 5.5.

Aggregate

measures

Cronbach's

Alpha

Overall .766

Intention .892

Attitude .706

Subjective Norms .624

Past Experience .691

Perceived Behavioural control .446

Satisfaction .806

Table 5.5 – Reliability Statistics

Correlation was used as the parametric technique to check the strength and direction of the

linear relations between variables (Pallant, 2007). Details of the correlation measure are

represented in Table 5.6 (A) and Matrix 5.6 (B).

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The table 5.3 (A) below explore relationship between variables of the TpB using Pearson

product moment correlation coefficient. Further correlation matrixes in presented in Table

5.3 (B) which further explore the relationship between two variables set, and identify their

relative strength. In keeping with (Pallant, 2007), preliminary analyses were performed to

ensure no violation of the assumption of normality, linearity and homoscedasticity, and were

satisfied that they upheld good statistical procedures.

Variables Intention attitudes

Subjective

Norms

Past

Experience PBC Satisfaction

Intention Pearson

Correlation.483(**) .896(**) .286(*) .352(**) .393(**)

Sig. (2-tailed) .001 .000 .019 .002 .000

N 48 57 67 77 77

Attitudes Pearson

Correlation.049 -.739(**) -.154 .243

Sig. (2-tailed) .747 .000 .295 .096

N 45 38 48 48

Subjective

Norms

Pearson

Correlation.732(**) .065 .491(**)

Sig. (2-tailed) .000 .632 .000

N 47 57 57

Past

Experience

Pearson

Correlation.470(**) -.070

Sig. (2-tailed) .000 .573

N 67 67

PBC Pearson

Correlation-.364(**)

Sig. (2-tailed) .001

N 77

** Correlation is significant at the 0.01 level (2-tailed).

* Correlation is significant at the 0.05 level (2-tailed).

Table 5.6 (a) – Correlations Measure between Variable of the TpB Model

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Intention Attitude Subjective

Norms

Past

Experience

Perceived

Behavioural

Control

Satisfaction

Intention - R - .48

N – 48

P<.01

R - .896

N – 57

P<.01

R - .286

N – 67

P<.05

R - .352

N – 77

P<.01

R - .393

N – 77

P<.01

Attitude R - .48

N – 48

P<.01

- R - .049

N - .45

P=.05

R - -.739

N – 38

P<.01

R - -.154

N – 48

P<.01

R - .243

N – 48

P<.01

Subjective

Norms

R - .896

N – 57

P<.01

R - .049

N - .45

P=.05

- R - .732

N – 47

P<.01

R - .065

N – 57

P<.05

R - .491

N – 57

P<.05

Past

Experience

R - .286

N – 67

P<.05

R - -.739

N – 38

P<.01

R - .732

N – 47

P<.01

- R - .470

N – 67

P<.01

R - -.070

N – 67

P<.05

Perceived

Behavioural

Control

R - .352

N – 77

P<.01

R - -.154

N – 48

P<.01

R - .065

N – 57

P<.05

R - .470

N – 67

P<.01

- R - -.364

N – 77

P<.01

Satisfaction R - .393

N – 77

P<.01

R - .243

N – 48

P<.01

R - .491

N – 57

P<.05

R - -.070

N – 67

P<.05

R - -.364

N – 77

P<.01

-

Table 5.6 (b) – Correlations Matrix amongst Variable of the TpB Model

Key to Matrix

High Positive Correlation

Moderate Positive correlation

Weak Positive correlation

No correlation

High Negative Correlation

Moderate Negative correlation

Weak negative correlation

R – Spearman rho

N – number of respondents

P – statistical significance

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To test the hypotheses, each variable was investigated for association with the dependent

variable using linear regression. Pallant (2007) advised, when a small sample is involved,

such as this research, the R square value in the sample tends to be a rather optimistic

overestimation of the true value in the population. Therefore, the adjusted R value is also

reported. Additionally, the coefficient Beta is reported, as indicator of the level of unique

contribution the variable is making. Moreover, the alpha value is an indicator of the

association individual components has on the depended variable thus; sig. is added to the

table, to help create direction and build meaning to the analysis. If the Sig. value is less than

.05 (.01, .0001) the variable is making a significant unique contribution to the prediction of

the dependent variable.

Multiple regression construct are illustrated in table 5.7 and support of the hypotheses based

on the Beta results are indicated in table 5.8.

Variable Standard

Coefficient Beta

R2 Adjusted R2 Significant

Attitude .483 .233 .216 .001

Subjective Norms .896 .802 .799 .0001

PBC .352 .124 .112 .002

Past Experience .286 .082 .068 .019

Satisfaction .393 .155 .143 .0001

Table 5.7 – Compound variables and their association with intention to patronised

Tesco & IKEA extensive range

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Hypothesis construct ion Variable

Tested

Supported Level of

s igni f icant

Yes NO Highly Sig.

H1

Attitude

√ √

H2 Subjective norm √ √

H3 Behavioural control √ √

H4 Intention shaped by Past experience √ √

H5 Attitude/Past experience √ √

Table 5.8 – The Coefficient Beta and sig. in relations to the hypotheses

5.7 CONCLUSION

The questionnaire was very well responded; with an overall response rate greater than 95%,

with the greatest age category being accounted for by the 25 – 44 age group. Overall, the

sample bears a good reflection of the responses of the entire population.

The findings indicated that consumers viewed Tesco favourable, in terms of its variety and

range, and, as such, was highly satisfied by its extensive choice, thus having positive

patronising behaviour towards Tesco. Concurrently, respondents were not so optimistic in

regards to Ikea’s variety and range, which bore reflection on their overall intended patronage

and satisfaction levels.

The research upheld good internal consistency and reliability supported by an overall alpha of

.766. Moreover, it displayed high correlations between variables, and were supportive of all

the hypotheses.

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Chapter 6

ANALYSIS & DISCUSSIONANALYSIS & DISCUSSION

6.1 DISCUSSION AND QUALITATIVE FINDING

The research presented here was designed at investigating two main issues.

First, it was the intention to test the appropriateness of the TpB model within the sphere of

stores extensive choice offering. Secondly, it was aimed at, examining the impact of

extensive choice by stores on consumers’ satisfactory response.

Looking at the first objective the results obtained provided considerable support in term of

the appropriateness of the TpB model in predicting and explaining intentions to patronised

store which offers extensive choice, and the embryonic response of consumer satisfaction.

The model display good measure of consistency for most variables, with high levels of

consistency between the influences of subjective norms on intention. However, displayed

little, but significant consistency with past experience on intention, all other variables

displayed moderate consistencies. (Refer to Table 5.6 on page 66)

Figure 6.1 – The TpB explained in terms of Items Correlation

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6.1.1 Intention and Attitude

(Table 5.6 (b) on page 66) indicates a moderately positive relationship between “Attitude

and Intention”, this therefore means, the more consumer perceived Tesco and IKEA

extensive choice as a good, the more likely they are to patronised these stores. Olson et al.,

(2005), supports this view by indicating that systematically strong attitude towards an object

will result in strong specific behaviour toward that object. This view is supported by Ajzen

(2006) who assert that a multi-component view of attitude can explain intention to partake in

behaviour, in situation of low relationship. Moreover, attitude is significantly associated

(beta .48) with intention to patronise such stores, and be suitably rewarded. This is further

qualified in our focus groups with respondents illustrating selective attitudinal responses.

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Ajzen (2006) and East (1997), have warned that attitude towards a behaviour is not always a

good indicator of the individual specific behaviour towards the object. However, as indicated

by Foxall (1998) attitude, is a good predictor of intention and actual behaviour. This was a

good reflection of Tesco in the research findings, in which positive attitude was backed up by

actual behaviour.

Additionally, Hoch (1999) indicated that stores offerings help build positive attitudes towards

a store and is ranked right behind location and prices as reasons why consumer patronised a

store. Moreover, he also argued that consumer may regard extensive choice as confirming to

the inmate desire of consuming different alternatives across occasions. Hence, extensive

choice affords the attainment of this goal.

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6.1.2 Intention and Subjective Norms

The association of subjective norm and intention was the most dominate relationship

(Beta .896). Such strong association of the presence of, or, impetus of, significant others have

strong bearings on individuals’ overall intention. The correlation analysis indicated that the

more referent powers have positive reviews of these stores, the greater the propensity of

individuals to patronised these store. Such can have implication for Viral Marketing and word

of mouth brand building. The findings thus far, appear to be in line with Kollat et al., (1970)

study “Influence of referent groups on consumer behaviour”.

Foxall (1998) indicated that the influences of subjective norms are reflective of consumer’s

perception for engaging in a particular behavioural intention. Additionally, Kollat et al.,

(1970) viewed referent powers

“as a major determinant on behaviour formation, as well as

implication on phenomena such as satisfaction” (pg. 458).

He detailed that powerful referent individuals affects the aspiration of others, thus influencing

their behaviour. This acclamation is supported by details presented in this study where 80%

of the respondents believe that significant others also visit Tesco, with 64% agreeing that

IKEA offers extensive choice, 52% beliefs that significant others are reasonable satisfied

with the extensive choice of Tesco and IKEA. Additionally, this sentiment of subjective norm

and its bearing on intention were manifested in the focus group interviews.

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Kollat et al., (1970), indicated that the degree and nature of subjective norm on behaviour is

segregated. This influence base is linked by the socio-economic hierarchy. Thus, individuals

at the bottom of the hierarchy are greatly influence by significant others, unlike those at the

higher end of the hierarchical strata. However, strong social pressures are also linked to

cultures with large families or strong social cohesion, as indicated by “Sonal”. This

relationship described by Kollat et al., was not explored in this study.

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6.1.3 Intention, Past Experience and Perceived Behavioural Control

Experiences respondents encountered in the past, had little relationship to their future

intention, this is reflected by a (Beta .286). Nevertheless, it remains an important component

in framing the consumer overall shopping experience. Additionally, there are a number of

reason why past experience is not described by respondents as a major influential factor on

future intention.

Firstly, most of the respondent failed to adequately complete this section as it relates to

IKEA, hence, incorrect assessment of value. Nevertheless, the services of retailing have

become so standardised that consumers failed to experience the “WoW” factor. Thus,

psychologically they have typified each service as the same. Secondly, consumers have come

to expect a certain level of service, hence always receiving exceptional services move down

on the hierarchy of shopping experiences.

Investigation of PBC and Intention, revealed a moderately positive relationship (Beta .352).

This can be translated into (a) Consumer possess the monetary resources to patronise these

stores, and (b) These store are in close proximity to consumers, thus encouraging

accessibility.

Societal perception of Tesco and IKEA indicate that most London families can reasonable

afford to purchase from these stores, in comparison to MFI, Sainsbury, and Mark and

Spencer. Hence, the likelihood that they can successfully purchase from these stores can be

interpreted as consumer having control over their intentions. Thus, resources triangulates into

intention, resulting in patronising behaviour.

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Additionally, these stores are in reasonably close proximity to consumer, more so Tesco.

This, from observation found that, they are carefully located next to major bus stops and

transport interchange. This provides the platform for the consumer to enact their behaviour,

and instigate positive intention. Such is supported by the qualitative interview.

6.1.4 Intention and Satisfaction

The study showed that Intention, which is the proxy to behaviour, had a moderately positive

(Beta .393) relationship to satisfaction (apparent or real). Thus, it was difficult to interpret if

intention created satisfaction, or satisfaction attained, propagate future intention. What is

certain is that there are some levels of positive relationship. Therefore should satisfaction

varies, it will be reflected in the consumers’ intentions. Oliver (1993), supported this view by

identifying expectation, and performance as antecedents to satisfaction, and arguable

predicting intention. He went on to say that, intention and performance are not enough to

significantly create satisfaction. What is more important is the strength of consumers’ beliefs

in exercising their intentions. However, qualitative findings supported the relationship

between intention and satisfaction.

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The findings are consistent to the notion held by the masses “plenty is good, if not best”.

Stores which offer an extensive choice are perceived as being more satisfying to consumers.

Despite indications that consumers are cognitive misers (Garbarino et al., 1997), extensive

choice and by extension variety, is preferred to cushion consumers’ imperfect knowledge of

their search environment (Hoch et al., 1999).

6.2 CONCLUSION AND IMPLICATIONS

The research highlights that the intention to patronise stores which offers extensive choice,

and be satisfactorily rewarded, are the results of the underlying construct of TpB. It

represented a reliable predictive model of attitudinal behaviour towards the object (Tesco &

IKEA) re-enforced by strong social support, and the means to exercise this behaviour work

parallel with past experience, thus committing the behaviour and gaining the extended reward

of satisfaction.

A final advantage of the TpB model is in its ability to shed light on the development and

formation of attitude, subjective norms and perceived control, and used that information to

coordination Viral marketing activities. This is essential if companies wish to expand their

market shares, they will need to understand the role referent play in behaviour formation, and

how perception of extensive product range frame behaviour and modulate unforeseen

occurrences. Moreover, the affective side of the shopping experience needs to be explored;

greater consideration must be given to the in store environment to ensure that consumers have

rewarding shopping experience

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Appendix A

QUESTIONNAIRE DESIGNIntroduction:

The questionnaire is designed to identify the considerations individuals hold about Tesco and

Ikea in their plan of satisfaction. Based on Oliver (1993), satisfaction is a learnt process

based on subjective judgement of the evaluating object’s performance and attributes.

Therefore, the TpB identify elements that individuals put together to in order to attain

satisfaction.

It assumes that the overt behaviour of store patronage is synonymous to the covert feelings of satisfaction.

As detailed by Ajzen (2006), behaviour is defined in terms of Target Action Context and

Time (TACT). Hence, Tesco and IKEA are the (Target) patronising the stores are (Action),

extensive choice range (Context) and visits as the (Time).

The following are observed based on Ajzen (2006) and East (1997), all elements of the

TACT model are defined in terms of the same elements (Compatibility) and, the behaviour

we are eliciting is explicitly describe (patronising based on extensive choice).

Measures

GLOBAL MEASURE

INTENTION (2 MEASURES)

Question 2 – 5 measure intention. The semantic differential scale will be used to measure the

responses. As noted by Kollat (1970), many investigators failed to find relationships between

attitude and behaviour leading from intention, because they utilised the wrong measures.

Whilst, others tried to predict intention by measuring the subject attitude, toward object, and

try to predict intention and behaviour based on the attitudinal responses. “Specific measures

of behavioural intention are frequently poor measure of overt behaviour” (Olson et al., 2005.

Pg.196). Hence, we seek to link intention by factoring it into the questionnaire, and not as a

resultant measure.

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Note: Care was taken to ensure that the intention items selected have accepted psychometric

qualities and at the very least, the set of items shown to correlate highly with each other

(Ajzen, 2006).

ATTITUDE (4 MEASURES)

Questions 6 – 13 deals with measures of attitudes, the first (4) deals with attitudes towards

Tesco and the next (4) deals with attitudes toward IKEA.

Likert scale items is used to measure the responses - because it concerns evaluative statement

about attitude towards an object (Parasuraman, 1991)

Reason for using the Likert scale – In the pilot study, it proves a more descriptive

construct of attitude towards the object, and elucidate a greater measure of

evaluating the respondents’ behaviour towards the objects (Ajzen, 2006).

SUBJECTIVE NORMS (4) MEASURES

CONTRARY TO EAST (1997) IT INCORPORATES A MEASURE OF SUBJECTIVE NORM AND SATISFACTION

RESPONSE FROM EXTENSIVE CHOICE

Questions 14 – 21 addresses the influences of subjective norms on behaviour, it is divided

equally between question pertaining to Tesco and questions pertaining to IKEA.

East (1997) uses several different set of questions in order to formulate direct measure of the

subjective norm. However, Ajzen (2006) warns that items such as these have injunctive

qualities and thus, questions should be included to capture descriptive norms. This approach

is utilized in this measure.

The semantic differential scale is used to ensure the evaluative factor can be clearly

distinguished for other judgement dimensions (Ajzen, 2006).

PAST EXPERIENCE (4 MEASURES)

Again, contrary to East (1997) it uses 4 measures to measure past experience and couple it

with questions relating to satisfaction response.

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Question 22 – 33 deals with this response, it uses two combinations of scales to record

behaviour.

PERCEIVED BEHAVIOURAL CONTROL (2 MEASURES)

East et al., (1997) identify perceived behavioural control primarily on the perceived

capability of the respondent to perform the behaviour. However, according to Ajzen (2006),

perceived behavioural control can be assessed by the respondents controllability to perform

the behaviour. This is the approach adapted here. Care was taken to ensure a high degree of

internal consistency (Ajzen, 2006).

Questions 34 – 37 measures these responses

CUSTOMER SATISFACTION (7 MEASURES)

In keeping with Garbarino et al., (1997), increasing cognitive disbursement in product

search creates dissatisfaction, increasing alternatives, and consumer having low search skills

increases dissatisfaction levels, Bettman et al., (1980) allures, that satisfaction is best

attained when the consumer has prior knowledge and experience with the goods.

Questions 38 – 51 identify this measure, it is split between responses pertaining to IKEA

and Tesco, separately analysed.

CLASSIFICATION QUESTION

Question 53 – 58 deals with generic classification question, and permission to contact

respondents for future research.

These are left at the end since, it is felt that if the respondents fail to answer them it will not

affect the data needed to make analysis about consumer choice and satisfaction.

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Consumer Behaviour Research - QuestionnaireConsumer Behaviour Research - Questionnaire

I am a student at Brunel University (West London) who is undertaking research into consumer choice as it relates to Tesco (food Items) and IKEA (Home-ware). I would appreciate it very much if you could please spare a few minutes to answer the following questions. In addition, I can assure you that your response will be treated with the utmost of privacy and will not be supplied to a third party and used for any marketing activities

There are no right or wrong answers — I simply want to explore associations amongst consumer choice, belief held about store offering, behaviour, and influence by outsiders on shopping behaviour, stores patronage and customers’ satisfaction.

1. Do you shop at Tesco and IKEA (Tick ( √) box to confirm )

(If you’ve tick only (1) box or none at all, please do not continue this questionnaire and thank you for your time)

2. Do you intend to Visit Tesco at least (3) times a week in the forthcoming month as your only source for food shopping

Extremely unlikely: ______: ______: ______: ______: ______Extremely likely

3. Do you intend to visit IKEA at least (4) times within the next 12 months as my only source for durable shopping (particularly home furniture)

Extremely unlikely: ______: ______: ______: ______: ______Extremely likely

4. Would you visit Tesco at least (3) times a week in the forthcoming month as your only source for food shopping

Definitely false: ______: ______: ______: ______: ______Definitely true

5. Would you visit IKEA at least 4 times within the next 12 months as my only source for durable shopping (particularly home furniture)

Definitely false: ______: ______: ______: ______: ______Definitely True

Do you believe that …………………………………..

STRONGLY

DISAGREE

DISAGREE NEITHER

AGREE

NOR

DISAGREE

AGREE STRONGLY

AGREE

6. Tesco offers extensive range on all products

7. Tesco offers competitive prices on all products that you use

8. You find all what you are looking for in one visit to Tesco

9. Tesco offers you an extensive variety to choose from

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Do you believe that …………………………………..

STRONGLY

DISAGREE

DISAGREE NEITHER

AGREE

NOR

DISAGREE

AGREE STRONGLY

AGREE

10. IKEA offers extensive range on all products

11. IKEA offers competitive prices on all products that you use

12. You find all what you are looking for in one visit to IKEA

13. IKEA offers you an extensive variety to choose from

14. People who are most important to me visit Tesco at least (3) times a week

Completely False: _____: _____: _____: _____: _____Completely True

15. People in my life whose opinions I value

Do not Visit: _____: _____: _____: _____: _____Do visit

Tesco at least (3) times a week

16. People who are most important to me also believe that Tesco offers extensive choice and are satisfied from shopping there


17. People in my life whose opinions I value are

Completely unsatisfied: ____: ____: ____: _____: ____Completely satisfied

with Tesco’s extensive range

18. People who are most important to me visit IKEA at least (4) times a year


19. People in my life whose opinions I value

Do not Visit: _____: _____: _____: _____: _____Do visit

IKEA at least (4) times a year

20. People who are most important to me also believe that IKEA offers extensive choice and are satisfied from shopping there


21. People in my life whose opinions I value are

Completely unsatisfied: ____: ____: ____: _____: ____Completely satisfied

with IKEA’s extensive range

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STRONGLY

DISAGREE

DISAGREE NEITHER

AGREE

NOR

DISAGREE

AGREE STRONGLY

AGREE

22. I have a good understanding of my local Tesco, and can search the store quickly to obtain all my shopping and be highly satisfied

23. I have prior knowledge of the goods I am searching for and can choose quickly

24. Most of my experience with shopping at Tesco are very pleasant

25. To me shopping at Tesco is a pleasurable exercise

26. Classify your overall satisfaction level from shopping at Tesco

Not very satisfied: ______: ______: ______: ______: ______: ______: ______Highly Satisfied

27. Classify your overall shopping experience from shopping at Tesco

Very Unpleasant: ______: ______: ______: ______: ______: ______: ______Very pleasant

STRONGLY

DISAGREE

DISAGREE NEITHER

AGREE

NOR

DISAGREE

AGREE STRONGLY

AGREE

28. I have a good understanding of my local IKEA, and can search the store quickly to obtain all my shopping and be highly satisfied

29. I have prior knowledge of the goods I am searching for and can choose quickly

30. Most of my experience with shopping at IKEA are very pleasant

31. To me shopping at IKEA is a pleasurable exercise

32. Classify your overall satisfaction level from shopping at IKEA

Not very satisfied: ______: ______: ______: ______: ______: ______: ______Highly Satisfied

33. Classify your overall shopping experience from shopping at IKEA

Very unpleasant: ______: ______: ______: ______: ______: ______: ______Very pleasant

34. How much control do you believe you have over a decision to visit your local Tesco at least (3) times in the coming week?

No Control: ______: ______: ______: ______: ______: ______: ______Completely Control

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35. It is mostly up to me whether or not I visit my local Tesco at least (3) times in the coming week

Strongly disagree: ______: ______: ______: ______: ______Strongly agree

36. How much control do you believe you have over a decision to visit IKEA 4 times in the next twelve months?

No Control: ______: ______: ______: ______: ______Completely Control

37. It is mostly up to me whether I visit IKEA 4 times in the next 12 months

Strongly agree: ______: ______: ______: ______: ______Strongly disagree

(Rate the your response from lowest to highest, with 1- negative response and 7 – positive response)

When shopping at Tesco which offers an extensive choice range I am most satisfied when;

38. __ 1 ____: __ 2 ____: ___ 3 ___: __ 4 ____: ___ 5 ___: __ 6 ____: __ 7 ____

The task of choosing my items is easy

39. __ 1 ____: __ 2 ____: ___ 3 ___: __ 4 ____: ___ 5 ___: __ 6 ____: __ 7 ____

I don’t have to do much thinking, when choosing my items

40. __ 1 ____: __ 2 ____: ___ 3 ___: __ 4 ____: ___ 5 ___: __ 6 ____: __ 7 ____

I can read and analyse numerous brands for the product I am shopping for

41. _ 1 ____: __ 2 ____: ___ 3 ___: __ 4 ____: ___ 5 ___: __ 6 ____: __ 7 ____

There are less than 4 alternatives to choose from for the product I’m shopping

42. __ 1 ____: __ 2 ____: ___ 3 ___: __ 4 ____: ___ 5 ___: __ 6 ____: __ 7 ____

There are more than 5 alternatives to choose from for the product, I’m shopping

43. __ 1 ____: __ 2 ____: ___ 3 ___: __ 4 ____: ___ 5 ___: __ 6 ____: __ 7 ____

I have previous knowledge of the product I am shopping for

44. __ 1 ____: __ 2 ____: ___ 3 ___: __ 4 ____: ___ 5 ___: __ 6 ____: __ 7 ____

I am shopping for products I am familiar with or buy regularly

When shopping at IKEA which offers an extensive choice range I am most satisfied when;

45. __ 1 ____: __ 2 ____: ___ 3 ___: __ 4 ____: ___ 5 ___: __ 6 ____: __ 7 ____

The task of choosing my items is easy

46. __ 1 ____: __ 2 ____: ___ 3 ___: __ 4 ____: ___ 5 ___: __ 6 ____: __ 7 ____

I don’t have to do much thinking, when choosing my items

47. __ 1 ____: __ 2 ____: ___ 3 ___: __ 4 ____: ___ 5 ___: __ 6 ____: __ 7 ____

I can read and analyse numerous brands for the product I am shopping for

48. __ 1 ____: __ 2 ____: ___ 3 ___: __ 4 ____: ___ 5 ___: __ 6 ____: __ 7 ____

There are less than 4 alternatives to choose from for the product I’m shopping

49. __ 1 ____: __ 2 ____: ___ 3 ___: __ 4 ____: ___ 5 ___: __ 6 ____: __ 7 ____

There are more than 5 alternatives to choose from for the product, I’m shopping

50. __ 1 ____: __ 2 ____: ___ 3 ___: __ 4 ____: ___ 5 ___: __ 6 ____: __ 7 ____

I have previous knowledge of the product I am shopping for

51. __ 1 ____: __ 2 ____: ___ 3 ___: __ 4 ____: ___ 5 ___: __ 6 ____: __ 7 ____

I am shopping for products I am familiar with or buy regularly

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Classification Questions

Would you mind answering a few questions for classification purposes, please? Some are very personal, but your answers will be treated in confidence. Please feel free to leave blanks. Please tick the boxes where appropriate.

52. Age: Under 18 □ 18 - 24 □ 25 - 44 □ 45 - 59 □ 60 + □

53. Type of occupation: Waged Unwaged Student Retired

54. Occupation (please be specific, e.g. ‘University lecturer in Chemical Engineering’):

__________________________________________________________________________55. Single □ Living together □ Married □ Divorced/separated □

56. Income bracket of your household

Under £15,000 □ £15,000 – £24,000 □ £25,000 – £34,000 □

£35,000 – 44,000 □ £45,000 + □ Refused □

57. The country that best describes my national culture is:

__________________________________________________________________________Amplify if relevant, e.g.: Finland-Swedish, French-Canadian, Singapore-Chinese, UK-Afro-

Caribbean, UK-Asia, UK-Jewish, USA-Hispanic

58. Sex: Male □ Female □

59. Would you consider participating in further research about consumer behaviour?

Yes □ No □

If yes, please state how we can contact you:

Please fill in contact details ONLY if you would like to participate in further research.

Name: _____________________________________ Telephone: _______________________________________

E-mail: ___________________________________ Address:

_________________________________________

Thank you very much indeed for your help

Appendix B

FOCUS GROUP SESSIONS

JANUARY 2008Consumer Choice and the Theory of Planned behaviour

Outline of the discourse:Introduce myself to the group and thank participants for attending the focus group

session

Briefly detail to the participants to the purpose of this session

Let the participant know how the focus group will be conducted and how long we plan to

keep them

Inform the participants of the various data protection and confidentiality steps taken,

(The outline, as detailed by the Market Research Society, Brunel Business school ethics

guideline and information set out in Malhotra et al., 2000), was adapted in this regards.

Ensure that all individuals present in the room are present for the focus group session,

asked non-participants to leave the room

Request permission to use an audio recording instrument

Objectives of the focus group1. Consumers perception of stores which offers an extensive range

2. Consumers attitudinal behaviours towards stores which offers extensive choice:

Namely:

(a) Participant’s attitude towards such store.

(b) The influence important people or significant referents have on their behavioural response to patronise such store

(c) How significant are the participants behaviour control mechanism in partaking in such behaviour

(d) Are decisions to patronise stores influenced by past experience or other such encounters with the stores under review.

3. Evaluation of consumers satisfaction for visiting stores that offers extensive range.

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ICE BREAKER:

I know most of you just had lunch, isn’t it annoying that the food court only serve the same meals

day in day out, there is very little choice. How many of you were not satisfied by the level of

variety that was available today?i

PERCEPTION

When you think of Tesco and IKEA what comes to your mind?

Probing questions:

Do you believe that Tesco offers more products that say Marks and Spencer or Lidi?

If someone said “Cheap” – Why do you say cheap? Have you compared Tesco and

IKEA to Cost Cutter, or is it a matter the Tesco say that they are cheap so you

believe?

RESULTS TO LOOK FOR:

The various adjectives people associated with Tesco & IKEA.

The role of exposure to the stores in formulating opinions or the degree of “WOM”

influencing perception

Note: These aren’t directly relevant to the study, however, it allow for a widening understanding of individuals perception of these stores.

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ATTITUDE TOWARDS THE BEHAVIOUR:

Information: According to Tesco financial statement on the Christmas period the company

experience like for like sale in all category with overall improvements in sales of over 2.8%.

Do you think Tesco and IKEA are good companies as they profess to be; in that, are

they looking after the consumer by ensuring that they received the lowers prices and

the highest quality?

Information: In 2006, IKEA planned to launch 2 more store in Britain and continue expanding

its product range.

Do you believe that store which offers extensive range are good?

Further probing questions:

Would you visit such store?

What are your motives for visiting such stores?


The automatic responses to Tesco and IKEA.

The individuals’ beliefs and perceptive frame of these stores.

What sort of adjectives the participants are associating with these stores?

Seeking to triangulate results obtained from the questionnaire.

Influence of Subjective norms:

Probing questions:

Would you say that shopping at Tesco and IKEA are influence decisions? That is, because your friends go, you go to keep up with the “Jones” or is it a continuation from the way you was brought up, that your parents shopped at Tesco and IKEA so you do the same?Given that IKEA maybe relatively new in terms of family shopping habits, is it a matter of status symbol to shop at IKEA against say Argos?


What or who are the contributing factor(s) towards visits to Tesco & IKEA.

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PERCEIVED BEHAVIOURAL CONTROL:

Probing questions:

Do you think that these stores are appropriately located for convenience and

accessibility?

Would you say that the decision to visit Tesco and IKEA always your decision, never

influenced by others.

RESULTS TO LOOK FOR :

The extent to which the participants behaviour is control by various factors such as:

access, proximity, family decision etcii

PAST EXPERIENCE AND SATISFACTION

Probing questions:

Did anyone encounter a bad experience at IKEA or Tesco? And, as a result are you

calling it quits on visiting Tesco & IKEA?

How would you describe your last visit to Tesco or IKEA?

Do you think that visiting Tesco and IKEA are rewarding experiences?

Would you say that your next visit to Tesco and IKEA are dependent on how your last

visit was?


The extent to which the participants’ past behaviour influence the intended behaviour

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Selected Focus group responses

Respondents Perception of Tesco and IKEA

Tesco IKEA

Cheap A maze

Everywhere Tiresome

Low price Fully loaded

Greedy Fairly priced

Aggressive Cheap & Big

Loads of variety High quality goods

Inferior products Lots of choice and variety

Trying to get into everything (Greed) Lots of ideas

ATTITUDE

“If I know Tesco have all what I am looking for, I only have to get one bus from Uni. to

Uxbridge and back to get my shopping done. This saves me time and I am sure to find

what I am looking for or some sort of similar product. Then again I am a student, and

their prices are low compared to the other supermarkets”

“Even-though, I believe going to IKEA with my girlfriend is an absolute nightmare, I still

will go from time to time, because you are sure to find what you are looking for, or some

new product, similar to the one you are looking for. So, despite you spending the whole

day just working around the store, we always managed to get what we’re looking for and

a little bit more”

“I believe that Tesco is a really good company, I can’t say much about IKEA, their

computer for school programme is really good, and so if they are making a contribution

to social, I will make a contribution to them by shopping there”.

“I quite like Tesco, I believe that always have something new on their shelves”.

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SUBJECTIVE NORM

“It is important that I go to the big Tesco in Hayes at least once a month with me best

friend. We all do our massive shopping there and use the little Tesco during the week to

stock up. And beside, most of my family shop at Tesco anywhere”

“Getting the Tesco points is one thing, but at work in the evening when most of my

friend are having their sandwiches from Tesco, you don’t want to look like the lone

ranger, so on my way to work, I usually stop off an get my ham and cheese sandwich,

and beside they are really conveniently located”

“As you know Indian families are large, and we remind closely bonded to each other, so

wherever one member of the family shop (usually the mom or nan) the rest of the family

just follows. But apart from just going to Tesco, when we go to IKEA we make it a family

occasion and use the entire day, with most of the family”

“I usually go to Tesco after me and my best friend chat on the phone about some product

that they are offering at a discount, and beside, when we both shop in the same place we

have more to talk about and feel a little bit closer”

PERCEIVED BEHAVIOURAL CONTROL

“If I believe that Tesco prices were to high, and I am not getting value for money, I will

go to one of the other shops like LIDI or something”

“I think Tesco is reasonable price, if you don’t want their regular range, you can always

choose Tesco value”

“The mere fact that I can get-off in Greenford, do my shopping, and get on another bus

into Southall is absolutely convenient” (Debbie – from interview 1)

“You can get to IKEA on Sunday within 20 minutes from my house…..load everything

into the car or even by bus from Ealing” (Dawn – from interview 2)

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SATISFACTION

“I like going to IKEA because they are different”

“You can find space saving furniture at a bargain prices”

“Now that they have re-model the store, I quite enjoy going around the store”

“I think visiting the market section is quite rewarding, you almost certain to find

something useful in there”

“last Christmas we did most of our shopping at IKEA, not only furniture but

their food sections is quite good. The only bad thing about it is that most of the

writing is in Sweden”

Since the focus group was conducted in the afternoon, and participant may have just had lunch, this question proved relevant and the opportunity to get people talking.

Most the responses was evolving from former questions, hence direct questions was not asked.

i Since the focus group was conducted in the afternoon, and participant may have just had lunch, this question proved relevant and the opportunity to get people talking.

ii Most the responses was evolving from former questions, hence direct questions was not asked.

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COVERSHEET FOR ONLINE COURSEWORK SUBMISSIONS

Module Code MG 3116

Module Title Strategic Marketing Project

Module leader Dr. Cohen

Student ID number 0527866

Degree Programme (e.g. Business and Management (General))

Bsc. Business & Management – (Marketing)

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An investigative study into consumer choice. a case study analysis using tesco and ikea

Business

Transcript of An investigative study into consumer choice. a case study analysis using tesco and ikea