Introduction:

The research information from the three focal point groups. Each group treatment is analysed separately and of import analysis emerging from the study. The analysis is so cross referenced to each other to develop and put the analysis that highlights the common issues and messages every bit good placing the alone facets of each session.

Focus Group 1: Students populating in university adjustment:

Participant ‘s pupils:

This focal point group of consisted of five pupils of different ages, civilization, and family state of affairs. All these international pupils are making shopping themselves for the family and food market shopping. A full profile of the participants in shown below:

Participant

Age

NO OF CAR WITH STUDENTS

WORKIN or NOT?

SREEMA ROY

21

–

NOT

Simon

24

1

FULL TIME

PATRICK

23

–

Part TIME

Ola

24

1

Part TIME

David

25

1

Part TIME

The participants lived in assorted location of the university adjustment in Salford and all caput for the personal food market shopping and most of them had professional occupations. The participants in the group are the pupils of The University of Salford.

Shoping Patterns Overview of participants:

About all the respondents used the nearest top supermarket like Tesco, Sainsbury, and Aldi and so for their chief food market shopping and few respondents use other supermarket like Manchester Super Store or worldwide store. Two of the respondents undertook their food market shopping at the same clip and from different mercantile establishments. One of the respondents from university adjustment originated from India store for monthly from Manchester superstore or erstwhile worldwide depending upon the state of affairs. Respondents who ‘s holding auto travel by auto for the food market and other travel by private cab and utilize the manner of conveyances for the shopping.

Analysis of respondent ‘s treatment:

The focal point group treatment session was structured around the wide information of food market shopping likes and disfavors, with certain issues raised by the participants. Some suggestion was required but by and large the treatment was swimmingly fluxing. Within this group the chief factors that influenced grocery- shopping behavior likes

Habit and Routine

Monetary value and Quality

Likes and Disfavors

Habit and Routine:

About all respondents used one of the top supermarkets for all their food market demands. Merely the exclusion to respondents was Sreema who merely shop a larger proportion of food market material from proper Indian food market shop like Manchester supermarket or worldwide.

Sreema “ I sometime go to Tesco or Aldi to acquire one repast for one dark and some basic demand nutrient material like staff of life or milk but most of my food market shopping are from Indian food market shop ” .

From the treatment it was clear that participants have a reasonably setup their shopping trips. This everyday covered either some or all facets of their shop pick, twenty-four hours and clip of shopping trip, going manner and in shop behavior. Respondents had their ain single hierarchy of preferable shop and Non-used- shops for peculiar shopping trips and motives. Simon attributed his pick of Sainsbury to a wont formed from childhood as this is the portico his female parent uses.

“ I mean I was brought up on Sainsbury and I ‘d ne’er travel to Tesco because my parents ne’er did, and I have merely ne’er liked it. ” Simon

Other respondents had clearly established shopping wonts that means that most did n’t see utilizing anything ‘s other than local supermarket Tesco to purchase grocery nutrient. There was limited cognition in the group about alternate food market suppliers. Some respondents did utilize local top up stores where necessary, or Marks and Spencer ‘s for peculiar types of nutrient purchases such as particular occasions.

All the respondents besides discussed in-store modus operandi and penchants. Overall, respondents shopped a shop in the same form on each major store and enjoyed the fact that they knew where things are placed which makes store less nerve-racking and clip consuming. Some respondents make list from place what all things has to brought and some familiar path around the shop to motivate them to purchase the things they needed. For some the food market shopping modus operandi was strictly about purchasing nutrient and typical food market points ; for others it had evolved into a full store of the shop where Cadmiums, DVDs and electricals in peculiar were on a regular basis browsed and frequently shopped.

Ola says, “ when I go about ASDA, I do n’t believe about the nutrient needfully I go in and the first things I do is travel around the Cadmium subdivision and so i pick up some latest Cadmiums and DVDs. ”

Monetary value and Quality:

Monetary value and quality trade off to a great extent related to the wonts and modus operandis of the male respondents. Quality was non clearly mentioned as a factor finding supermarket pick or even consumer merchandise pick. Choice is more frequently influenced by gustatory sensation penchants. There is some grounds of trade name trueness for specific groceries but respondents appeared to hold certain base standards for a merchandise and would so shop around within a sub group of that class

David says “ some points are valued by consumers. What I do one purchase cheaper orange juice which is absolutely All right but one buy expensive poulet and beef because I love it. ”

Patrick says “ when I go for shopping I do n’t do any list I merely walk up and down in shop, but I have an thought of what I m used to it. For case, if I like cheese it has to be cheddar cheese merely. So I buy grocery merchandise which I use to it and favorite 1s.

Non- vegetarian nutrient material like meat, poulet etc, was one country where merchandise quality was discussed as act uponing factors in the focal point group treatments. Some respondents would do particular journey to Mark and Spencer ‘s for meat and fish in order to entree the merchandise of a peculiar quality.

Simon explained that he had late changed to merely purchasing organic poulet that he believed had non been battery farmed. Other members of the group thought that the just intervention of animate beings might bring forth better merchandises but did n’t see this as a ground in itself for them to pay more.

Respondents clearly value low monetary value nutrients. Sreema talk about the satisfaction he gets from gaining how much nutrient he ‘s managed to purchase for the money he spent. Grocery trade and publicities was of import for the respondents although many had similar behavior forms to OLA who simply reacted to the publicities instead than considered value for money.

“ I am enticed by, I do n’t peculiarly make any of these comparings, so that ‘s the best trade or this is best trade, but when they put one of those labels halfway down the aisle and it goes this is truly good value, it ‘s 3 for ?2 this hebdomad or something, so I go, I ‘m a existent chump for those. ” Ola

Patrick nevertheless found publicities based on majority purchasing unsatisfactory and merely wanted cheaper monetary values overall.

“ I ‘m the antonym on that. I ca n’t stand the 3 for 2s. I think, I want one, do n’t desire 2, I do n’t desire 3, I want 1. Why could n’t you merely do 1 of them cheaper instead than state purchase it in majority. I ‘d instead it be half monetary value than 2 for 1, every clip. ” Patrick

When explicitly asked the function of supermarket had played in take downing monetary values? Respondents believed that supermarket had made important part and good to society due to take down monetary value nutrient quality had non suffered. Some participants raised the issue about “ Good ” , “ Better ” , “ Best ” quality merchandises phases and pricing policies of the supermarkets. Other participants believed that this was a signifier of selling and that merchandise quality is non noticeable and different between the value and standard offers.

Likes and Disfavors:

Aspects of food market shopping for the respondents it ‘s gratifying. David and Ola enjoyed holding the financess to handle themselves when they shopped for food market, for illustration purchasing some signifier of generous nutrient and nutrient points chicken, Cadmium, or DVD. David stated that he liked nutrient shopping merely because he likes nutrient. Patrick described the modus operandi of shopping, traveling round the aisles with the streetcar, as being about curative every bit long as he was n’t shopping at a busy clip of twenty-four hours. David describe some his shopping trips, says shopping trips as being dark out he and his flatmate when on.

“ From my position it is rather gratifying because my best mate, one live with and we go together and you know we have a spot of a laugh. ” David.

Ola, she did n’t like shopping grocery point peculiarly from unknown shops and even when familiar shops grocery points have been moved from one subdivision to another. Other respondents found likewise it annoying when internal layout and stock moved around the shops. It was seen as a deliberate maneuver of supermarkets to interrupt the unconscious in shop modus operandi of shoppers in order to pull them to purchase more or different merchandises.

Simon: Yeah, I wholly agree with that. That is one thing truly irritates me is when the shop you frequently go to alter the layout. I ‘m a simple adult male with a simple head and it takes me hebdomads to screen out a new modus operandi.

David: It ‘s to do you roll down and look at things you do n’t usually

Ola: Yeah to purchase, yeah, particularly because I know that. It bugs me even more.

She besides disliked the manner supermarket pull the consumer to purchase more merchandise in majority. For case Tesco promote their some of points like PIZZA, 3 at the monetary value of 2.

All the respondents like to shop but if get free parking in the supermarket so it makes their twenty-four hours happier.

Finally the concern schemes of supermarket were discussed and all respondents who did n’t utilize supermarket like Tesco, Sainsbury, Asda, Aldi and so on. As before stated that respondents had apprehensible and truenesss to their several chosen supermarket on their personal penchant. Respondent ‘s penchant is based on the perceptual experience of the operating company every bit good as wonts, monetary value and convenience. As the conversation extracted,

David: Tesco are massively different. I mean that I can non stand Tesco.

Patrick: yes, perfectly.

David: the full design of ASDA, TESCO and SAINSBURY is immense, immense difference.

Simon: But you go to ASDA and SAINSBURY?

David: Yes I go to, since I was brought up on Sainsbury and had ne’er gone to Tesco because my parents ne’er did so.

Summary:

The shop and merchandise choice of the member of the focal point group was reactive to the different and limited pick set by them i.e. immense supermarket or local markets. David usage to seek out merchandise and retail merchants for their ethical grounds, the group members by and large looked for their value of money and convenience from their food market shopping. Even their penchant of shop has been devolved non as a wont of their modus operandis but as operating behavior of the supermarket shop.

Analysis of Data 2

Shoping Patterns overview

In response to the inquiry about where they did they do they chief shopping, all the participants adult females said the large supermarket like Asda, Tesco, Sainsbury and so on. From the scrutiny of the focal point group participants these adult females have big assortment in the shop pick. Some adult females said that they do some little shopping from local and little shop because some of things are better than supermarket. Cathy subsequently disclosed that she besides order his food market shopping some clip if there is acquire together and there is clip restraint. All the participants go to the supermarket for the fresh food market points purchase.

Analysis of treatment:

The focal point group treatment topic was left really unfastened most of things are followed the way and of import issues rose by the participants. They were besides asked to discussed what they like and disliked about food market shopping, they were besides asked to discourse when they decide to purchase branded goods and issues related to quality and monetary value and particular offers. This focal point group factors like shop pick and influenced attitude towards different food market supermarket

Shoping with friend.

Quality and Monetary value

Social behavior

Conscious and unconscious Behaviour

Shoping with friend

Shoping with friend is like as an gratifying trip out of the houses that provides some of the amusement and dainties for them. Experience is determined by the handiness of clip and demand for trip.

“ Wholly on the state of affairs. Why one need to shop and if friend are with me it more gratifying trip which give u a get-together with your friends and speak about the whole weekdays and it nice ” sara.

All the member of the focal point group does their shopping with their friend which is major influence and how they do their food market shopping. All the participants preferred to travel for chief shopping by autos and besides found more gratifying and loosen uping shopping with them.

Respondents valued the clip and ability to shop, peculiarly non-food merchandises in big supermarket shops.

Quality and Monetary value

Participants valued the gap hr, extent of offer beyond normal food markets and presence of their friend. Most of the participants choose other food market supply for the certain merchandises which supermarket did non offer the appropriate quality. Particularly respects to non-veg nutrient like poulet, meat, beef and lamp etc. Sara, beth, anne all used to buy their meat from meatman.

“ I ever buy my Non-veg nutrient from meatmans. ” Ann

“ I do n’t purchase my meat, poulet, or beef from supermarket. I have a inclination to travel in meatmans shop. One twenty-four hours i brought one poulet from meatman store and other from Tesco, cooked it in the same dish. I had people for dinner ; one from the Tesco was like

rough as leather and other from meatmans was nice yummy so it merely alter me that meatmans chicken is nicer ” Sara.

Other member { like ( cathy and Hayley } were happy with quality of the Non-veg nutrient material in the supermarket and they prefer to buy from supermarket merely.

Over here participants tended to specify quality in the footings of gustatory sensation and to a lesser extent value for money. The participants who did non utilize the supermarket for poulet, meat etc and purchase from meatmans markets concluded that it expensive but of best quality.

Overall monetary value was non considered to be a cardinal driver of merchandise or supermarket shop pick. Spending clip to happen the cheaper monetary value good or altering from preferred trade name providers of merchandise are non look to be same. Product publicity such as 3 for 2 influences the consumer purchase head. Purchase determinations were more goaded by position that the offer was deserving taking instead than pure monetary value consciousness. There was some uncertainty in participants mind whether monetary value publicities were existent and really we save our money.

I think that the supermarkets fake what they are making. You find

that 20 % away. What I think is that they inflate the monetary values in the first topographic point

and so they cut down it to do you believe that, but truly they are purchasing it at a

you know. ” Carmel

“ What I do purchase staple material, when the offers come on. ” Cathy

“ I tend to purchase the same brands regardless of whatever ‘s on offer. I know that I

like it or that it ‘s good quality or whatever and I merely travel for the same things and I

do n’t be given to look excessively much at the offers and the monetary values of things like that.

Although if what I ‘m purchasing is on offer so I ‘ll acquire the excess, you know if it ‘s 3 for

2 the I ‘ll acquire the 3 because I ‘ll utilize it but I do n’t be given to sort of bargain different

yoghurts each clip depending on which 1s are on offer. ” Anne

In response to the Questionnaire questions about monetary value, no respondent indicated that. However, all the participants indicated that a monetary value is of import when any individual do food market or any other shopping. There was a assorted response to inquiry about deals. Merely respondents talked about holding a hebdomadal budget for the food markets although another indicated that she felt that she has done the occupation by salvaging the money to purchase certain merchandise when offer comes. Finally one participant indicated that when my spouse undertook the shopping at that clip I am less concerned about the money spent on the food market or other shopping.

Responsible Behaviour

The influence of supermarket have on our shopping wonts and manner they try to happen control purchase behavior and client perceptual experience. Everyone knows that Tesco has excessively much power in the retail industry. Most of the participants used tecso to carry through at least some of their shopping demand and Sara expressed the general felling expressed about the company every bit good as supplying the penetration of his shopping determinations.

One hebdomad I ‘m like, right I ‘m ne’er shopping at Tesco once more and the following hebdomad I ‘ll be like, I need to acquire a birthday present, I need to travel to Tesco and I ‘ll make the whole store at that place. But I do n’t wish supermarket shopping from that, I do n’t believe they care about environmental or kind of ethical material I merely think they want money. They are merely acquiring bigger and bigger and commanding the universe. ”

Sara

The concerns of Sara over moralss of tesco are non strong plenty for Sara to boycott the trade name wholly because Tesco provide more benefits to Sara and shop as possible to alter the consumer head in their determinations. From the group determinations it is clear that all the participants can non populate without sing their several supermarket or little shops.

Since all the participants of the focal point group used the little shop for certain merchandise which is more quality and low-cost monetary value for them. Supermarket is the first pick for food market shopping, as one could non be certain if little shop had the goods which are in demand. These position raised the concerns over the deficiency of seasonality of green goods in supermarkets. It seems that consumers should wish to purchase from local green goods in the season.

Throughout the focal point group treatment there were several references of societal duty duty and committednesss from supermarkets. Participants were besides cognizant that there may be more socially duty for them to move as but through Sara remarks about Tesco they frequently had different demands that made by supermarkets the more attractive pick. When participants were asked about that they had any kind of complained to the supermarket about any things like packaging or local green goods none of the respondents said anything ‘s about this. For instant non utilizing excessively many plastic bags for the loose fresh green goods. Last desire for supermarket to do societal responsible behavior easier for consumer but at the same clip general credence that supermarkets are concerns and their motivation is net incomes.

Conscious and unconscious Behaviour

Analysis shows that participants in both consciousness and unawareness shopping behavior. Participants non merely considered all picks but besides alternate. The three common thrusts of witting behaviors are, foremost to guarantee demand of food market demands of the whole household are met. In this list being made and chief shopping trips being planned into the committednesss of the hebdomad. Second understating the waste purchase by guaranting that the preferable merchandise are brought and every twenty-four hours repasts are planned. Finally, really witting picks were where merchandise quality is an issue either about non-veg purchase from supermarket and meatmans it appears to affair of opportunity instead than a witting pick to alter purchasing behavior.

There is important grounds of wont and unconscious behavior within the participants shopping activities. Once you enter in a big supermarket, despite the planned nature of trips but supermarket attract the consumer to buy the merchandise which is non in the consumers list.

“ A batch of the clip I choose non to travel to the supermarket because I know I ‘ll stop

up passing an excess 20 lb acquiring all these deals and these 3 for 2s

and merely utilizing some of them. ” Sara

“ It ‘s like you know where they are positioned. It ‘s as though you ‘re educated

plenty to cognize that if they are the terminal so you are more likely to pick it up.

But so sometimes you might non desire it but you do acquire drawn to it

on occasion. ” Carmel

Drumhead

In this portion of focal point group supermarket dominates the shopping forms and participants were frequently seduced by the low monetary values of merchandise or publicity of merchandise. Participants besides used the alternate supplier i.e. little shops sometime, local meatmans, etc.

Focus Group 3:

Shoping Patterns Overview:

A chief shopping form in this group varies and it ‘s reflecting the differences in their attitude toward food market shopping and handiness of supermarket and even they prefer to take the alternate mercantile establishments. From the questionnaire it was clear that all the participants use one of the four large supermarkets at least for chief some of their chief shopping demands. In the treatment ALISON she preferred to utilize the more traditional high street food market shopping such as meatmans and green grocers or local organic supermarket for the fresh merchandises.

She has developed the fixed modus operandi that allowed her to entree these shops and acquire the hebdomadal material. Other participants were more footloose in their shopping wonts and all go for shopping trips in auto or private cabs.

Analysis of treatment

The treatment was structured in a really similar manner as pervious focal point group with the following issues raised by the participants. This focal point group, the chief factors that determined shop pick and influenced attitude towards different food market shops can be classs as:

Reducing Attempts

Ethical Behaviour

Choice

Conscious and unconscious Behaviour

Reducing Attempts

In this focal point group participants described grocery shopping as a necessary immorality that they tried to make in a manner that minimised its impacts on their lives. However many participants besides referred to grocery shopping that created feelings of satisfaction and enjoyment. Two participants in this group, Sally and Rosa both disliked food market shopping and felt the demand to honor themselves with a dainty when they go for shopping. They besides referred to holding things full of closets as a satisfaction. Other found the experience of shopping more varied either enjoyment or defeat depending upon ground for shopping.

“ I ‘ve got to divide my shopping experience into two, into two ways. I ‘ve

got the spot where it ‘s the necessities, the rinsing pulverization and the canned material

and the material that you ‘ve got to hold whatever standing by, mundane material which

I hate making. I ‘ll merely travel and catch it, likely expression for the cheapest or the best

offer. And so the other spot is the nutrient and that is a different experience. I ‘ll acquire,

I ‘ll travel out of my manner to acquire truly nice material. Fresh green goods from local stores

and the similar, instead than acquire them from the supermarket. Sometimes you do n’t

have clip, but I do when I can, but I work full clip. ” Award

In wide prospective supermarket offered great chance to rapidly fulfill their food market shopping needs.ALISON nevertheless had a different position and her food market shopping was portion of her leisure clip disbursement. She satisfies from doing the excess attempts to utilize the little stores and enjoys her clip to shop in that manner. In the ulterior treatment about utilizing the supermarket reveal ALISON does utilize the supermarket for certain merchandise purchases, but she avoid them at the busy times. She besides expresses feeling of back uping little local concerns.

Participants implied that they found food market shopping more attempt when they had busy hebdomads. This impacted their shopping modus operandi in two ways. First they would be unable to shop on their usual yearss and therefore they need to be after in alternate twenty-four hours for shopping. Second they had to believe more about their nutrient demands for the hebdomad in more item otherwise things could travel waste or they could run out of nutrient and that create more force per unit area.

Rosa has evolved a form of many smaller shopping trips linked to going place from work. She feels that this cut down the impact shopping has on her free clip and it non trip but a another undertaking. Even sally had a really fit agenda for food market shopping.

Ethical Behaviour

Throughout the treatment there were several mentions to the ethical consumer, manufacturer and retailer behavior. The supermarket present shoppers with an easy replacement for a standard merchandise such as just trade tea and java and free scope eggs the alterations was readily made. Even the local provider had better ethical certificates, while at the same clip run intoing consumer or participant ‘s demands for convenience and quality merchandises or goods.

Some member of focal point group was more monetary value medium than other. ANITA appeared to be most monetary values sensitive, since she lives entirely and she merely graduated and started a new occupation. She voiced a desire to be able to purchase more ethical quality merchandises and non be restricted by the offer of her local supermarket but felts that she was unable to afford the options.

Choice

This focal point group participant is varied for their different food market shop in order to run into their shopping demands and besides applies degree of pick when and where they spend their money.

While all the participants use the 1 of the 4 top supermarkets at least for some of the food market demands and most of them use the alternate food market or little store for their demands.

These options were accessed by a choice of different agencies such as walking to a town Centre, telling organic nutrient boxes over the cyberspace or doing specific auto journeys to peculiar mercantile establishments or Centres.

Participants besides enjoy their purchases from assorted food market shops ALISON express her satisfaction at being able to command where she her money “ aˆ¦I do n’t experience that I want to merely travel into one store and give them all my difficult earned money. If you look at large supermarket like Asda and Tesco they are taking over everything. ALISA used purchase from assorted shopping shops either local or supermarket.

Harmonizing to HONOR, pick of both when and where to shop helps to cut down the sum of nutrient waste. When it ‘s about fresh nutrient merchandises she believes that passing less agencies less wastage and so when she used to trust on a individual hebdomad shopping.

ANITA AND SALLY acknowledged approximately more available pick when they moved house to one where there was a deep-freeze. This help them to greater use of promotional offer to hive away as green goods could be store for longer. They besides said that their ability to purchase goods in majority had improved by being able to utilize the auto enemy shopping. MAURA said when she was individual she had been unable to utilize majority offer, such as 3 for 2, or by one get one free, because she ca n’t eat by herself.

Nowadays supermarkets provide the flexible shopping times to accommodate the consumer shopping wonts. Inorder to shop on Sunday SALLY preferred to take to shop at little store to cut down the clip which make her shopping experience every bit speedy as possible. ROSA choose to shop at flushing or late dark shopping chances to unite with other activities to minimse its impact on life style.

A concluding component of pick discussed was being able to merchandise off monetary value and quality. All the participants to some extent did this, taking the mixture of high priced branded merchandise and supermarket value merchandises. A merchandise class was by and large based on the consequence of test and if they preferred the gustatory sensation of one merchandise to another it would be bought.

MAURA “ With poulet, other non-veg nutrient material she prefer for the more expensive, but in canned material it could be like inexpensive tomatoes. ”

“ You have to travel for the Smart value or best value tinned tomatoes. ” Sally.

“ There was a programme really about the branding thing. I ca n’t retrieve

what it was but they were stating things like tinned fruit and tinned tomatoes the

merely thing that stops people purchasing the smart monetary value is the labelling. And really

the contents are no different. ” Alison

Conscious and Unconscious Behaviour

The above treatment about pick related to witting pick made about shopping trips merchandise etc. Participant besides shown elements of unconscious behaviors in all these countries. Most of the participants have developed the shopping wonts over many old ages, some even from the childhood that indicates how they made food market shopping picks. ALISON believes that her penchant for utilizing at little local stores is tradition inherited from her female parent and the stores she uses now are the same 1s that her female parent used when she was turning up. Similarly Rosa tells us that when she chooses her trade name is frequently same as her female parent used to make it.

Participants of focal point group besides made seemingly unconscious merchandise or trade name picks. HONOR negotiations of seeking whatever is on offer and catching the cheapest or best manner to stock up. ROSA says in my head there is no list, no program, and no repasts in head and come place with these random bags of things. Similarly Anita believes she does n’t see her merchandise picks peculiarly and does n’t be after her repasts or hebdomadal nutrient ingestion.

By contrast Maura, Sally, Ailsa and Alison all talk of utilizing a list and planning repasts around their known societal committednesss for a hebdomad. Honor besides talks about making this to some extent but uses her local stores to readily fulfil top up demands so is less considered in her merchandise picks.

Drumhead

Participants of this group have different attitudes toward food market shopping and every bit assorted mercantile establishments choices. These assorted considered pick being made on appraisals of the quality merchandises, the certificates of the provider and convenience. Once the initial pick had been made so the shopping behavior, Routines, wonts and unconscious shopping behavior were developed.