Three Food Multiple Superstores: Patronage and Attitudes: A Town Study

Originally undertaken on behalf of a national multiple food retailing chain concerned about a 50 per cent fall off in sales at a new store within six months of its opening, this research includes a comparative study of two other supermarkets in the same town. Interviews were conducted with 321 store customers and 189 people at random locations elsewhere and a standard questionnaire completed to determine the store features important in attracting their patronage, including price, layout, selection and variety of goods, opening hours, parking facilities and convenience of location. It was established that there was nothing radically wrong with the client company′s store and subsequent implementation of recommended “fine tuning” of a number of its features has led to its developing a comparably favourable level of popularity. However, it is concluded that marketing research should be commissioned at the initial planning stage, with particular reference to suitability of location, rather than as a means of sorting out deficiencies which become apparent only after completion and opening.