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Everyone has to develop strategic positioning and differentiation for themselves

2021-06-02 来源: 51Due教员组 类别: Essay范文

今天给大家带来的这篇优秀论文  这篇Essay范文讨论面对国际市场的激烈竞争如何定位差异化战略等问题。在当今的世界市场上,每一个行业的竞争越来越大。在零售业保持收益这是非常困难的。讨论这项研究的研究问题,目标和研究目的,研究的理论基础,研究方法,限制和研究的概况来确定店面布局及其在英国伦敦零售业销售背景。一起来看看吧 有论文需要帮忙的亲亲可以联系我们的专属客服 Even100100进行咨询喔~
Introduction 绪论
 
In today's world market, dynamic & new era come with tough competition. In each and every sector competition is increasing. To cope up with the competition, it is necessary for everyone to make strategy for their positioning and differentiation. In business to business market, it is easy to retain earnings. But in retail sector it is very difficult because retailers have n-number of customers and to satisfy all of them is not possible, but only customer satisfaction can retain the customer and so the profit.
Individuals, having different need and wants may not satisfy with one solution. Purchasing behavior is changing with time. People don't have much time to spend on shopping. In that case one stop shopping can be helpful to them. And because of that reason retailers have to be careful in choosing the collection, place, layout of the store.
Store layout is a significant factor driving consumer response in retailing. Store layout has its own way to influence customer's shopping. It is characterized by increasing competition and more sophisticated, customers have gigantic expectations related to their consumption experiences (Griffith, 2005).
Atmosphere in retail market changing drastically. Competition increased and which lead to a sophisticated and demanding consumer segment that are well educated and with high expectations for their each and every purchase. They are expecting retail shopping experience with non retail services. Now days, consumers want everything customized e.g. Product collection, staff's involvement, easy accessibility of the store, all these factors influence the buying decision of the customers (Dabholkar et al., 1996)
This chapter will provide a brief background about store layout and its impact on purchasing behavior at convenience stores in London, UK. It will discuss the research problem of the study, the goals and objectives of the study, rationale of the study, research methodology, limitations and overview of the study.
 
1.1 verview
Core concepts and terminologies help in to better understanding of the problems. Hence it is necessary to define them. All the readers may not aware about the specific terminology. Essence of the research lies there only where every normal person can understand it without the help of professional. Store layout, consumer purchasing behavior and convenience stores are defined within the context of marketing and retailing.
Store layout is ease of user movement through the store to provide maximum exposure of goods and attractive display (Marketing Glossary, 2007). This includes doors, merchandise placement, shelf orientation, music, check-out counters, interior decorating, staff attitude, lighting and location of the loading facilities (Levy et al., 1995).
Consumer purchasing behavior is the process by which individuals search for, select, purchase, use, and dispose of goods and services to satisfy their needs and wants. This process is influenced by the social and cultural environment (Consumer buying behavior, 2007).
Convenience store is a small retail self-service store selling a limited line of fast moving food and non-food items, usually with extended hours of operation (Glencoe Online, 2004).
 
1.2 Backgrounds to the Study
History of the convenience store state that, root of this industry found from early in 20th century. It came out form the many types of retail establishments in existence at that time. Convenience stores grew rapidly after the Second World War alongside the idea of the "American dream". More families had more cars and lived in more suburbs, further away from shopping centers and large grocery stores. So, more convenience stores came into existence (The origin of the convenience store, 2007).
ACNielsen (2006) reports that in today's time pressured world, convenience becomes increasingly important to consumers of Great Britain. Shopper habits are constantly evolving, along with developments in retail offerings. In recent years, the convenience store industry stands as an economic powerhouse, a vibrant channel of retail trade, and an anchor business for the neighborhoods.
Many factors affect the store patronage decision, e.g. location, service levels, pricing policies, merchandise assortment, store environment and store image. However, very little research has been conducted on the actual determinants of a good store layout (Today's Convenience Stores, 2001).
The increase in dual income families and longer working hours are making general shopping a more stressful activity for many families because of time pressure and lack of response by retailers (Avlott and Mitchell, 1999).
Therefore, this exploratory research hopes to investigate if more consumers in small convenience stores are experiencing problems with different merchandise displays, narrow flow space, absence of price tags on products and absence of direction arrows and signs showing where the merchandise is being displayed.
 
1.3. Research Problem
In spite of many commercial and educational researches there are much confusion about the purchasing behavior and perceptions of the consumers. Today's customers are more sensitive and demanding than ever. They want fast, friendly service on their terms every time they come to a store (Andersen, 1997). If they do not get fast and friendly service, they will abandon that establishment in search of another one which offers fast, convenient and better services.
Based on the views of Shaffer and Greenwald (1996), a well defined, attractive and friendly store layout will attract potential customers to the store and, at the same time, discourage those who are not interested in the merchandise from entering the store.
As a result, the study investigates the impact of store layout on consumer purchasing behavior and intends to present suggestions to improve the quality of service delivery in London, UK.
 
1.4. Research Objectives
Main objective of the study is to examine the impact of store layout on customers and variables that affect the purchasing pattern of the customers. Once a topic has been identified and narrowed to the right size, the research question can be formulated to meet the objectives of the research (Saunders et al, 2007). The present research plan and its finding will answer the following questions.
The following objectives are drawn from the overall aim of the study:
To establish the fundamental uniqueness of layout of convenience stores;
To ascertain problems arise by customers during the shopping at the convenience stores.
To examine customer's satisfaction and level of service they are getting from convenience stores in London, UK.
To make recommendations to improve store layout in independent convenience stores in London, UK.
1.5. Rationale of the Research
This study will help in to the development of the convenience stores in London, UK by providing detail knowledge of the of the need and wants of the customers. The study is also intended to measure and assess the products display and collection in stores, customer handling capacity, service levels, pricing policies, store environment and store image, staff attitude and training, impulse purchasing pressure, and the impact of store layout and problems associated with products display.
The real value of this study, however, lies in the hope that the retailer's commitment to providing efficient and improved customer service will eventually allow both the retailers and consumers to successfully uncover the mechanics of good store layout. The consumers of convenience stores in London will benefit by providing the required information on store layout to the researcher.
 
1.6. Research Limitations
The study was limited to a review of literature pertaining to store appearance, products display and other attributes of a good store layout. Due to time and cost constraints, the study was confined to only convenience stores in London, UK. The research was done in London area and, therefore, the results of the study cannot be generalized to all convenience stores in UK.
 
1.7 Outlines of Chapters
The report on this study is made up of five chapters. These chapters cover the following areas and details of the chapters are as follows:
Introduction - This chapter introduces the study and provides an overview of the research problem, the research objectives, the rationale behind the study and the research methodology and limitations thereof.
Chapter 2: Literature Review -The literature review gives an overview of store layout theory. It also discusses consumer buying behaviors and perceptions and what retailers can do to help their customers to better overcome this phenomenon. The chapter will examine various concepts or characteristics relating to store layout which include: crowd density, staff attitude and training, store layout, impulse purchasing pressure, location, product assortment, music, and lighting.
Chapter 3: Research Methodology - The research methodology chapter shows how the data has been collected and gathered. It provides insight into the sampling methods used, the questionnaire, and various other techniques used to analyze the results. It also contains a review of the validity and reliability of the research investigation, indicating areas where errors might have occurred.
Chapter 4: Analysis and Results - The purpose of this chapter is to present the statistical analysis of the data obtained through the questionnaires. The data has been processed into meaningful results that the reader is able to interpret and understand.
Chapter 5: Summary, Conclusions and Recommendations - This final chapter of the dissertation contains the conclusions that are drawn from the findings in chapter four and also from chapter two. Recommendations and suggestions for further research in the field are made.
Brief background of the store layout and its impact on purchasing behavior at convenience stores in London is discussed in this chapter. Research methodology, research, problem of the study, the goals and objectives of the study, rationale of the study, limitations and overview of the study is also discussed. The next chapter will review the literature in more detail and cover the theme of the important aspects pertaining to this study.


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