High Street Chains FINAL

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Researcher: Emanuele Tedeschi Samaia Supervisor: Professor Catherine Parker
High Street Chains vs.
Local Stores: Do British
Consumers Get What They
Want or Just Accept What
They Are Given?
23rd March 2015

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Statement of Originality and Authenticity
This Research Project is an original and authentic piece of work by me. I have fully
acknowledged and referenced all secondary sources used. It has not been
presented in whole or in part for assessment elsewhere. I have read the
Examination Regulations, and am fully aware of the potential consequences of any
breach of them.
This Research project is submitted in part fulfilment of the requirements for the
degree of BA Honours in Marketing Management at the Manchester Metropolitan
University Business School.
Signature Date
Project Title: High Street Chains vs. Local Stores: Do British Consumers Get
What They Want or Just Accept What They Are Given?
Author: Emanuele Tedeschi Samaia

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Abstract°
The purpose of the project was to establish the feelings of British consumers towards their
high street, focusing on the competition between independent retailers and large chains.
The literature review explored key themes such as independent retailing, modern trends
and shifts in consumer behaviour, consumer experience and the power of large chains.
The researcher established that existing literature did not explore the influence of social
characteristics, such as income and occupation, as key variables in regards to consumer
behaviour and purchasing routines.
In order to gather data the researcher created two focus groups, composed respectively
by students and professors, examining key issues found in the literature review.
The findings of the research show that different groups present several dissimilarities in
regards to shopping routines, social habits and purchasing preferences. The researcher
believes that such differences may be a consequence of different cultures and customs.
In regards to the feelings toward UK’s high street, the opinion of both groups seemed
unified. In fact, results suggest that participants are reasonably satisfied with the current
retailing structure, and would not want to exchange it with a more traditional one.
Limitations of the research are identified in time restraints and consequent restrained size
of focus groups. However, Section 6.2 suggests how to overcome such issues for further
studies exploring this theme.

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Acknowledgments°
This section is dedicated to all those people who supported me throughout this project. I
would like to show you my gratitude, together with a sincere ‘Thank You’.
To my academic advisor, Catherine Parker for all her precious help, time and guidance. Her
enthusiasm towards research and retailing made it a lot easier to complete my study.
To all my friends and professors that offered their precious time to take part to my focus
groups. I would not have been able to complete my project without your valuable help.
To my wonderful family for their continued and precious support throughout my University
degree, away from home.
Emanuele Tedeschi

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Content Page°
Abstract° .............................................................................................................................................3
Content Page° .....................................................................................................................................5
1.0 Introduction°.................................................................................................................................7
1.1 Research Aim ......................................................................................................................7
1.2 Research Objectives............................................................................................................7
2.0 Background°..................................................................................................................................8
2.1 Small, Medium Enterprises and Modernisation .......................................................................9
2.3 Overview.................................................................................................................................11
3.0 Literature Review°.......................................................................................................................12
3.1 Independent Retailing.............................................................................................................12
3.2 Social Trends and Modernisation of the Market....................................................................13
3.3 Consumer Experience .............................................................................................................15
3.4 The power of High Street Chains ............................................................................................16
3.5 Conclusion...............................................................................................................................17
3.6 Literature Review Summary....................................................................................................18
4.0 Research Design and Methodology°...........................................................................................19
4.1 Introduction ............................................................................................................................19
4.1.1 Research Objectives.........................................................................................................19
4.2 Research Philosophy...............................................................................................................20
4.3 Research Approach and Strategy............................................................................................21
4.4 Research Methods ..................................................................................................................22
4.4.1 Focus Groups....................................................................................................................22
4.4.2 Focus Group Composition................................................................................................23
4.5 Time ........................................................................................................................................24
4.6 Data Analysis...........................................................................................................................24
4.6.1 Data reduction .................................................................................................................25
4.6.2 Data Display .....................................................................................................................25
4.6.3 Drawing Conclusions........................................................................................................25
4.7 Limitations...............................................................................................................................25
4.7.1 Validity .............................................................................................................................26
4.7.2 Reliability..........................................................................................................................26
4.7.3 Generalisability ................................................................................................................27

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4.7.4 Resources.........................................................................................................................27
4.7.5 Ethics................................................................................................................................27
4.8 Conclusion...............................................................................................................................27
5.0 Findings and Analysis°.................................................................................................................28
5.1 Introduction ............................................................................................................................28
5.2 Candidates ..............................................................................................................................28
5.3 Advantages of High Street ......................................................................................................29
5.4 Advantages of Independent Retailers.....................................................................................30
5.5 Frequency of Purchases from Local Retailers.........................................................................32
5.6 Willingness to Change Shopping Habits..................................................................................34
5.7 Considering a Different Retailing Structure............................................................................36
5.8 Conclusions of Findings...........................................................................................................37
6.0 Conclusion° .................................................................................................................................38
6.1 Objectives................................................................................................................................38
6.1.1 Objective 1 .......................................................................................................................38
6.1.2 Objective 2 .......................................................................................................................38
6.1.3 Objective 3 .......................................................................................................................39
6.2 Recommendations..................................................................................................................39
6.3 Critical Reflection....................................................................................................................40
Bibliography°.....................................................................................................................................42
7.0 Appendices..................................................................................................................................45
7.1 Appendix 1 ..............................................................................................................................45
7.2 Appendix 2 ..............................................................................................................................52

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1.0 Introduction°
Decline in the small independent retail sector, is one of the most intractable issues in
retail research (Parker et al, 2005). This is mainly due to factors such as the increasing
competition in the retail sector, caused by the dominance of large retailers, price wars,
advancement of modernisation and the encroachment of the chains into the
convenience shopping market (Baron et al, 1999). Social trends as well as the
repudiation of local businesses to embrace new technologies are also factors that
changed UK’s high streets (Pickering et al. 1998).
This project will examine the level of satisfaction of British consumers with their current
shopping experience, understanding what factors make them return, what induces them
to go elsewhere, what they value and what they would change. Lastly, the researcher
will attempt to identify the role that independent businesses have in creating a unique
shopping experience using existing literature and focus groups. The insight regarding
customer’s experience is aimed to understand whether British consumers have a
genuine desire to revolutionize the current market structure.
1.1Research Aim
To investigate whether British consumers are satisfied with their current shopping
experience, and explore whether consumers wish to bring any changes to the market
structure.
1.2Research Objectives
 Evaluate the satisfaction British consumers have in respect to their shopping
experience.
 Examine the influences behind the shopping habits of British consumers.
 Evaluate the positive impacts that independent business may bring to the High Street
shopping experience.

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2.0 Background°
“The High Street is likely to survive only for as long as consumers enjoy the town
centre customer experience” (Hart, 2013)
The quote above describes the challenges that UK’s high streets are currently facing,
due to factors such as the unceasing growth of out-of-town stores, the development of
online retailing and the inexorable disappearance of independent retailers (Hart, 2013).
The researcher approached this debate from a different perspective, trying to
understand the feelings of British consumers towards their high street.
Hart (2013), believes that the failure of town centres across the Country are a direct
result to the absence of diversification, as large chains are enlarging their presence and
local businesses are slowly withdrawing from the market.
The 1980’s represented the start of the ‘retail revolution’ due to an incomparable amount
of merger and acquisitions, as businesses started realising that this process
represented the most convenient way to sustain rapid growth. This uncontrolled trend
radically transformed the retailing structure, letting a few firms control the largest
margins of the market.
According to Wringley and Lowe (2014), in UK’s current market, 10 retailers control 26%
of the total amount of retailers, with various controlling the remaining 80%.
Before examining themes related to the decline of local businesses in the UK, it is
worthwhile looking at different Modernisation theories, as they provide an accurate
explanation of the shifts in the constitution of social relations, technological progress
and the formation of work regulations (J. Everts, P. Jackson, 2009).
Contrarily to Hart (2013), Giddens (1990) believes that modernisation is the main event
that assisted the creation of a different behaviours and preferences, transforming
personal relationships into impersonal and distant connections, where individuals can
perform efficient roles compromising their personal behaviours.
In other words, the author argues that the main cause of the decline of the traditional
retailing structure is a direct result of the new social habits adopted by customers, where
standardisation of processes and impersonal connections are rising.

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2.1 Small, Medium Enterprises and Modernisation
Despite the rapid decline of independently owned shops, small and medium enterprises
(SME’s), which are commonly defined as businesses with less than 250 employees, are
still playing a key role in UK’s economy (Gov.uk, 2013).
As displayed in Figure 1, a study conducted by the Federation of Small Businesses
evidences that at the start of 2013, 4.6 million micro businesses (0-9 employees) were
totalled in the UK, accounting for 96% of total industries (FSB, 2013). It can be observed
that a high percentage of commercial businesses in the UK are defined as micro,
however this particular structure accounts for only 32% of employment and 18% of
turnover.
On the contrary, large enterprises (250+ employees) account for less than 0.1% of total
businesses, but 41% of employment and 52% of turnover, representing their growing
influence on consumer’s choices and preferences (OfficeForNationalStatistics, 2014).
Fig.1 Businesses in the private Sector
Source: (OfficeForNationalStatistics, 2014)
Peston and Ennew (1998) examined the unremitting debate between large chains and
independent retailers, defining consumers as individuals who mourn the loss of their
local store, being aware, however, that the new chain will offer cheaper prices and wider
selection. This statement, which insinuates the growing predilection towards large
corporations, can partially be explained by the lack of online presence of local stores,
which in turn fail to create brand awareness and product demand.
The development of technology is a variable that cannot be neglected when determining
the causes of the transformations of UK’s high street.

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According to recent figures, UK shoppers spent £91bn online in 2013, and according to
IMRG-Capgemini eRetail, the online retailing market grew by 16% during the course of
the year (InternetRetailing, 2014). IMRG now forecasts 17% growth in 2014, and
estimates £107bn will be spent online over the year, as shown in Figure 2. The retailing
trade association estimates that 21% of retail sales now take place online (RetailSearch,
2014).
Fig. 2 Growth of Online Retailing Source: (Internet Retailing, 2014)
Figure 2, suggests that
the growth of technology
shaped considerably
consumer’s conventional
shopping habits, as
preferences and routines
are constantly required to
change.
A study conducted by
Business Direct, showed that only 59% of SME’s recognised technology as an
opportunity to strengthen their business, reinforcing the critiques stating that local stores
are not inclined to adapt their traditional approaches to modern times (BS, 2013).
Figure 2 suggests that online retailing will grow incessantly in the following years and in
order to compete with large chains, local retailers should learn to adapt their strategies,
with the purpose of meeting the growing needs of customers and retain existing clients.
In fact, according to Experia (2011), online strategies don’t have as primary focus to
improve profits but rather to oversee and influence the reputation of a brand. This last
aspect could give a clear understanding on how large retailers replaced local stores in
consumer’s preferences, as they had the possibility to shape consumer’s preferences
accordingly.
A study conducted by West (2013), reinforces this statement, as findings show a strong
demand for independent business across the country, however the lack of online
presence is identified as the main barrier (TheDrum, 2013).

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2.3 Overview
Several factors, such as modernisation, are directly affecting the role of independent
retailers in the current market scene, threating their current and future position in UK’s
high street.
Customer’s routines are one of many aspects starting to be affected by this rapid
decline; however, it is the aim and the interest of the researcher to examine the feelings
of customers in regards to their high street, understanding their preferences and
influences.
The following literature will concentrate on local businesses and their role to provide a
positive consumer experience, touching themes such as the modernisation of the
market and the shifts of consumer behaviour.

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3.0 Literature Review°
This section will explore existing literature on independent retailing and consumer’s
social habits in order to draw conclusions based on the research objectives.
The literature review will explore themes such as independent retailing, with a focus on
the strengths and weaknesses of such structure, the modernisation of the market
together with the rise of new social trends, consumer experience and the power of large
chains.
3.1 Independent Retailing
Parker et al (2005), explore the continuous decline of independent businesses in Britain,
focusing mainly on groceries shops and supermarkets. The author argues that the
growing competition between small retailers and chains could potentially have critical
consequences on the overall market structure, statement confirmed by Baron’s et al
(1999) studies. The author argues that small retailers generate several intangible
advantages to the market, as they are the business structure best suited to provide a
positive shopping experience to consumers as well as diversity.
Baron’s et al (1999) argues that independent retailers have one, great advantage over
larger competitors as usually, shop keepers of local stores know their customers in
depth, and are therefore able to satisfy their needs and wants.
Blythman (2004), debates about the importance of independent businesses in UK’s high
street from a different perspective. The author, suggests that the existence of
independent shops in UK’s market is vital, not only because it gives a wider choice to
consumers, but also because it produces direct benefits to the community. A study
conducted by the London School of Economics (LSE, 2013), established that each £10
spent in a local shop, are worth £25 to the local economy. On the other hand, the same
£10 spent in a chain, are worth £14 of benefits to the community.
Contrarily, Wrigley and Lowe (2014) analyse the decline of independent retailing by
condemning local business, due to their incapacity to adapt to modern marketing
techniques, hence providing consumers with an adequate shopping experience. In
particular, the authors claim that local business failed to offer ‘the right product, at the
right place, at the right time’ (2014:129), helping large chains to achieve a rapid
competitive advantage. British retailers often see technology as a threat, due to its

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association with loss of identity and diversity (Merryll Lynch, 1999). Wrigley and Lowe
(2014), however, identify this scepticism to change as the main cause of a non-
convenient and mediocre product offer and customer service.
Furthermore, Hall (2011) provides a pessimistic insight regarding the future of
independent retailers. The author argues that retail businesses can be large, affiliated,
and growing; or small independent, and in quick decline. Retail growth or decline can
be measured through retail size, association, turnover, and employment. This means
that while the importance of the relationship between social and economic variables is
recognised, so too is its empirical under exploration in regards to retailing in Britain.
Similarly, Pickering et al (1998) examine the role of independent retailers giving an
interesting suggestion in regards to optimising their business model. Likewise Hall
(2011), the author argues that in order to represent a real challenge to large chains,
local store need to develop vertical partnerships with wholesalers and suppliers, and
horizontal alliances between them, such as franchising or licensing arrangements in
order to improve the shopping attractiveness of a location and raise customer
awareness. In other words, the author argues that in order to become valid competitors
to corporations, local stores should consider merging with similar retailing models,
turning into chains themselves.
3.2 Social Trends and Modernisation of the Market
Everts and Jackson (2009) argue that shopping needs to be considered as a social
practice, understanding the relationships between consumers and producers in a
market-driven society. Reckwitz (2002) defines social practices as routinised forms of
behaviour, which are formed by several actions. He argues that the life of a consumer
can be observed through its routines and connections with places and practices. In other
words, the purchasing process can therefore be examined as a social habit, where
consumer’s behaviours and routines are constantly observed.
Giddens (1990), provides an overview of the modernisation of the market structure,
using the food retail market as an example. According to the author, supermarkets are
believed to be the perfect scene to represents the genuine shopping culture of a country.
Likewise, Brandi (2000) argues that the introduction of the self-service feature in UK’s
shopping routines represents the perfect example of the growing trend of impersonal
relationships and the fading consideration of shopping as a social practice.

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Miller (2001), however, examines the matter from a different perspective, as he argues
that modern supermarkets have replaced locals in their functions as well as in their
purpose.
Customers are now familiar with the store and developed positive sentiments
associated to the place. Following Miller’s (2001) beliefs, it could be theorised that
consumers have flexible preferences and habits, and they are able to adapt their needs
and shopping routines with time.
The modernisation of the market and the development of technology is described by
Peston and Ennew (1998) as one of the main causes of such a rapid decline from
independent stores, considering that in order to satisfy the growing needs of today’s
customers, technological advancement is essential. Similarly, Piercy (1999) argues that
the advent of e-commerce affected negatively local stores, as it altered consumer’s
preferences towards social interaction. The author argues that personal relationships
and social elements have always been recognised as the positive aspects of
independents, as they represented an intangible characteristic of the business. The
owner was known to have personal as well as business relationships with its customers
with the purpose of learning how to best satisfy their needs and desires.
Supporting Piercy’s (1999) thoughts, Rittinger (2011) believes that in modern societies
brands connect directly with consumers through social medias and other
communication channels. This strategy enables large retailers to contact and
communicate with individuals at any time and place, developing impersonal
relationships and creating loyalty to the brand. Additionally, Rittinger (2011) claims that
due to the strong online presence, large corporation can monitor and influence
consumer’s perception, with the aim to maximise sales and regulate demand.
Baron et al (1999), however, claims that the ability of independent businesses to provide
positive, interpersonal components in the retailing market cannot be replaced, and
therefore needs to be viewed as a real strength and exploited to its full potential.

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3.3 Consumer Experience
Everts and Jackson (2009), argue that in order to establish consumer’s shopping
experience, it is appropriate to divide the purchasing process into two categories:
modern and pre-modern. These segments will not necessarily be related to historical
shifts but rather to experiences and contemporary gaps.
Giddens (1990), analyses the sociality of the shopping process identifying trust as the
main barrier influencing consumers’ behaviour. In fact, two major types of trust affect
relationships between parties: ‘face work commitments’ and ’faceless commitments’.
Face work commitments concern all relationships that are developed with a face-to-face
human contact, whereas faceless commitments are those created with faith in abstract
systems.
Giddens (1990) argues that in pre-modern scenarios, face work commitments among
consumers and shopkeepers were the only existing type of relationship. Although, with
the advent of modernisation, faceless commitments took over as the complexity of the
structure narrowed the possibility for the individual to obtain information and therefore
optimise their shopping experience.
Similarly, Baron’s et al (2001) believes that social interaction is a key requirement for a
unique shopping experience. His research shows that the provision of product advice is
essential to the service offered, and that consumers tend to appreciate the friendliness
of the staff. Shopkeepers, on the other hand, recognised that the general knowledge of
consumers is a generally increasing, resulting in growing demands and sophisticated
needs. In other words, the author’s beliefs could represent an opportunity for local
retailers as it has been proven that consumers are looking for a more tailored service.
On the other hand, local store need to incessantly develop their services considering
the growing needs and desires of consumers.
Blythman (2004) focuses on the strategies adopted by large chains to attract
consumers, criticising the way they deprive them of a ‘face work’ experience. According
to the author, shopping in today’s high street is an alienating and meaningless
experience, as standardisations of processes and products is a key requirement for the
success of the business structure.
In contrast, Bruhn et al (1992), attempts to understand what consumer’s value the most
when shopping, focusing is researches on the food sector. According to the author, the
desire for fresh, unique and local products is the secondary aspect individual’s consider
when selecting an independent store. As a result of a survey conducted, consumers

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stated that throughout the selection of a product they give high importance to its quality,
price and related promotions. As a consequence, the desire to support local stores was
of minor importance. Results, however, highlighted that products sold from local stores
are often positively perceived, as consumers expected them to be fresher, and of better
quality to those purchased in large chains.
The researcher interpreted Bruhn et al (1992) findings by comparing them to the modern
retailing scene. In fact, it is common knowledge that local stores are perceived as
businesses selling unique products with better quality. However, throughout the
purchasing process, consumers tend to evaluate price, convenience and location as
primary requirements, penalising independents selling strategies.
3.4 The power of High Street Chains
Blythman (2004), criticises the strategies adopted by large chains, arguing that powerful
corporations sell what suits them to sell and not what customer’s truly desire.
Successively, they will target mass markets, aiming to achieve the highest return on
investment and generate demand for their products. The author argues that with
apparent convenient prices and lobbying subsequent governments, high street chains
attract consumers dictating their shopping choices.
Levitt (1983) gives a different justification to the increasing success of large chains. The
author believes that new technologies led to the standardisation of consumer’s desires,
due to the assumption that consumers preferred high quality products at low prices
rather than unique products at higher prices. McCracken (1989), however, criticises
Levitt’s (1983) hypothesis as he argues that consumer behaviour is not a rational
process and mostly, it is subjective depending on the Country and culture.
Similarly to Levitt (1983), Blnthman (2004) believes that large chains don’t have a
financial interest in rewarding diversity or uniqueness, bur rather volume and
standardisation. The author argues that British consumers, when shopping in their high
streets, have been deprived of their right to choose. Today’s market structure
demonstrates that only a few monopolistic retailers are dominant in UK’s high street,
and in their sector, they all sell similar products.
Equally, Werner (2010), examines the supremacy of large chains over local retailers.
The author focuses on the deregulation of shopping hours and how it negatively affects
independent stores, resulting in a potential loss of clients and profits.

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Small retailers, until the 1990’s, were extremely competitive in UK’s high streets also
due to long opening hours, which distinguished them from similar competitors.
According to Baron et al (2001) the opening hours of a business are a key variable that
needs to be carefully examined as it generates convenience and accessibility. Large
chains are frequently operating 24 hours a day, from Monday to Saturday, for a total of
144 hours a week. Local businesses, however, do not have sufficient human and
economic resources to compete with such rivals and as a consequence, market share
and consumer awareness decreased rapidly (Baron et al, 2001).
On the other hand, Tanguay et al (2005), associate the opening hours to selling prices,
justifying the success of the corporation model. The authors linked small retailers with
high prices and low access costs, whereas large stores are associated with low prices
and high access costs. In other words, the authors believe that given the regulations of
the current market, the reduction of access costs is a direct consequence of longer
opening hours.
Contrarily, Wrigley and Lowe (2011), analyse the influence of large retailers from a
different angle. They claim that high street chains succeeded in understanding
consumers’ needs by creating an efficient and innovative commercial strategy, which
focused mainly on low prices, high accessibility and targeted offers. According to the
authors, the increased concentration of large retailers into the UK market pushed
businesses to operate under different trading names within the same company, driving
profits and increasing brand awareness. They claim, however, that those benefitting
from this selling strategy are consumers, as they have the possibility to choose from a
wide range of products and promotions, designed to satisfy different profiles.
3.5 Conclusion
The literature explored, offered the researcher a deep insight regarding the retailing
structure in the UK, with a strong emphasis on the role of independent retailers and the
increasing popularity of impersonal relationships due to technological advancement
and social habits. According to the researcher, the literature lacks to identify specific
routines of different consumer groups within the same population, revealing whether
age and social class could represent determinant variables for different consumer
habits.
In order to understand the level of satisfaction of British consumers with their high
street, the literature suggests the importance of understanding consumer’s feelings and
customs. The researcher will therefore investigate the opinions of British consumer’s
from different ages and social classes in order to gather reliable and extensive data.

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3.6 Literature Review Summary
Table. 1 Summary of the most influential authors
Authors Summary Points
Independent retailing
Parker et al (2005)
Baron et al (1999)
Blythman (2004)
Wrigley and Lowe (2014)
Hall (2011)
Pickering et al (1998)
 Decline of local stores could have repercussions on overall market structure
 Independent stores are the best suited structure to provide positive customer experience
 Importance of independent stores mainly due to direct benefits to the community
 Incapacity of local stores to adapt to modern times and provide an adequate service to customers
 Businesses can be large and growing or small and in decline
 The only chance for local businesses to survive is with licensing and franchising agreements
Social Trends and Modernisation of the market
Everts and Jackson (2009)
Reckwitz (2002)
Giddens (1990)
Miller (2001)
Peston and Ennew (1998)
Piercy (1999)
Rittinger (2011)
 Shopping is a social practice made of relationships between shopkeeper and consumer
 Social practices are a routinised form of behaviour
 Growing trend of impersonal relationships within the UK
 Large retailers replaced local stores in their function and purpose
 Modernisation is believed to be the cause of decline of local stores due to the lack of change
 Modernisation changed consumer’s preferences towards interaction
 Social media are consumer’s favourite communication channel
Consumer Experience
Giddens (1990)
Baron’s et al (2001)
Blythman (2004)
Bruhn et al (1992)
 Purchasing process can either include: face work or faceless commitments
 Social interaction is key for positive shopping experience
 Criticises large retailers for attracting consumers with a meaningless and alienating experience
 Consumer’s value price and promotions more than quality and uniqueness
Power of High Street Chains
Blythman (2004)
Levitt (1983)
McCracken (1989)
Werner (2010)
Tanguay et al (2005)
Wrigley and Lowe (2011)
 Large retailers sell what suits them and not what consumer’s desire
 Due to modern technologies consumers have standardised desires
 Consumer behaviour is not rational and depends on cultures and nationality
 Deregulation of shopping hours is how large retailers achieved competitive advantage
 Long hours represent low access costs, on the opposite shorter hours will represent higher costs
 Large retailers succeeded understanding consumer’s desires and created tailored promotions

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4.0 Research Design and Methodology°
4.1 Introduction
According to Milburn (2007), methodological research can be defined as an
investigation to find solutions to a particular scientific or social problem through the use
of objectives and previous contributions.
In other words, research can be described as an original contribution to an existing unit
of knowledge, with the purpose of its development.
The researcher will adopt a qualitative approach, using focus groups in order to ensure
that research objectives are met. The core belief of qualitative research is that the
people involved in the study socially construct reality, thus the values and assumptions
of the researcher can’t be extraneous to it (Schwandt, 1994). Accordingly, Robson
(2011) believes that qualitative research is used mainly for investigations into human
behaviour, as it aims to understand the underlying desires and needs, using techniques
such as tailored interviews or focus groups.
4.1.1 Research Objectives
The purpose of this research was to gain an understanding of consumer’s feelings
and attitudes towards their high streets, focusing mainly on the role of independent
retailers and the potential benefits that they may bring to the retailing structure. In
the next chapter, the researcher will examine several research approaches,
selecting the most suited ones to achieve the study’s objectives.
Objectives:
I. Evaluate the satisfaction British consumers have in respect to their
II. Examine the influences behind the shopping habits of British consumers.
III. Evaluate the positive impacts that independent business may bring to the
High Street shopping experience.

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4.2 Research Philosophy
According to Crotty (1998), the researcher can embrace several philosophies and adopt
correlated methods in order to approach each stage of the project. The assumption of
the researcher regarding human knowledge, or consumer’s behaviour in this particular
case, will shape considerably the research strategies and the chosen approaches.
This section will examine three of the most recognised influences, commonly used to
collect primary data: epistemology, ontology and axiology.
Epistemology, philosophy adopted by the researcher to conduct his research, is defined
as the science that concerns what is established as adequate knowledge within an area
of study, by examining feelings and attitudes as a social matter (Saunders, 2012). In
simple words, Epistemology, which derives from of a Greek word meaning
‘understanding’, can be defined as the study of knowledge.
The author adopted an interpretivist approach in order to examine the findings and
generate a conclusion. Interpretivism, which was initially introduced as a critique to the
Positivist philosophy, supports the belief that reality is often subjective and in order to
understand it, it is necessary to comprehend the differences between people and their
social roles (Hudson, 1988).
The distinctive characteristic of this approach, as explained by Miles and Huberman
(1994), is that knowledge is socially created, rather than objectively determined, by
observing and interpreting human behaviour.
The researcher chose this approach due to the social nature of the study and its aim of
understanding consumer’s feelings towards their high street. Interpretivists, claim that it
is not possible to understand people’s behaviour without interpreting and deducing their
perceptions, beliefs and attitudes (Hudson, 1988). Criticizers of this approach argue are
that it supports its research on a limited number of cases and therefore fails to provide
a credible conclusion (De Gialdino, 2009).
In order to overcome this critique and provide reliable results, the researcher collected
qualitative data from two different groups, interviewing candidates from different socio-
demographic segments.
Interpretivism, however, is directly related to another epistemological theory: positivism.
Positivism is described by Saunders (2007), as an observable social reality, which
precludes the possibility of changing the nature of primary data. In fact, with this
particular philosophy, the researcher is an independent body to the study, and it cannot
be affected or directly affect the findings of the research (Remenyi et al, 1998).

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The researcher did not implement this particular philosophy due to its abnegation of
social elements like feelings, as are not believed to represent an empirical and reliable
source (Halfpenny, 1982).
Ontology, as opposed to Epistemology, is the science that studies the nature of reality
by examining its aspects from two perspectives: objectivism and subjectivism.
The objectivist approach claims that there is a single acceptable reality, existing
regardless of the presence of the researcher, which needs to engage with it in a
detached way (Ayer, 1971). Subjectivism, on the opposite, is a philosophy that
considers multiple social realities, which are constructed through the researcher’s
beliefs (Robson, 2011).
Axiology, also known as Value Theory, derives from a Greek word meaning ‘worth’ as
it is the philosophical study of value (Lapie, 1902). This philosophy examines the social
values of the researcher using its beliefs as a basis for judgements and results (Heron,
1996). For this study, the researcher will not use an axiological approach, as the
generation of conclusions will be based on the candidate’s feelings and attitudes, both
examined from a social perspective.
4.3 Research Approach and Strategy
According to Easterby-Smith et al (2002), a clear research approach is key for three
reasons. Firstly, it helps the researcher to design its data collection techniques in a
deeper way, tailoring its questions and examining the findings accordingly. Secondly, it
assists the researcher in the process of choosing the most appropriate research
method. Lastly, it is believed that a deep knowledge of the various research approaches
will give the researcher enough familiarity to avoid constraints such as limited access to
data or the misjudgement of time required to complete the study.
According to Saunders (2007), researchers can select between two different research
approaches depending on the nature of the project: deductive or inductive.
The deductive approach, also known as testing theory, consists in the development of
a theory regarding a specific matter, and the creation of a strategy to test it and evaluate
it.

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The inductive approach (Figure 3) begins with the
observation of patterns, which leads to the creation of a
theory, as a result of the data collected (Goddard, 2004).
According to Lancaster (2005), no theories are found at
the initial stage of this process thus the researcher will not
be able to predict the nature of its research until
completed. Inductive approaches are often linked to
qualitative studies due to the subjectivity of the data and
the narrative nature of the projects (Saunders, 2007).
The researcher adopted an inductive approach in order to observe the satisfaction of
British consumers towards their high street, finding matching patterns and developing
hypothesis regarding their feelings in regards to a hypothetical different retailing
structure.
4.4 Research Methods
The researcher adopted a mono-method qualitative approach, gathering data through
focus groups. Qualitative studies aim to understand the meaning that people have
constructed, which is how individuals make sense of the experiences they have in their
world (Merriam, 2009). The above definition is undoubtedly interesting; however, the
researcher does not believe it reflects the reality of a practical qualitative research
approach. Nyamongo et al (2001), on the contrary, defined qualitative research as the
involvement of any study that uses data that does not indicate ordinal values.
Authors such as Corbetta (2003) and Bickman (1998) agreed that the main advantage
of a qualitative approach was that variables such as interaction and observation could
lead to the formulation of a theory, mainly based on rich opinions and deep thoughts.
In order to collect the data, the researcher decided to adapt a commonly known
interview style, focus groups. This particular approach, which can be defined as an
open-ended group discussion on a specific topic, was introduced at the beginning of the
1920’s due to the rising belief that most decisions and behaviours were made in a social
context (Bogardus, 1926).
4.4.1 Focus Groups
The researcher believed that focus groups were the most appropriate methods to
collect relevant data, due to the social nature of the research and the importance
of subjective feelings on this particular matter.
According to Robson (2011), focus groups’ main advantage is the amount of data
that can be collected from several people simultaneously.
Fig. 3 Inductive Approach

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Participants are encouraged to share their thoughts and views as they are
stimulated by the comments of the others in the group (Halcomb, 2007). According
to Robison (1999), group dynamics assist participants to focus on the main topic,
helping the researcher to determine when opinions and feelings are commonly
shared.
Focus Groups can be described as a hybrid form of interview, where discussion
and communication are encouraged (Robson, 2011). As such, interviews can be
divided into open, structured and semi-structured depending on the researcher’s
preferences. For this particular study, the researcher adopted a semi-structured
approach, as the sequence of themes discussed was planned but wording and
order were flexible depended on candidate’s responses (Rennison and Gibson,
2005).
In regards to the questions asked, Robson (2011) suggests several ways to
prepare the content of the interview. For his focus groups, the researcher used
open-ended questions, as opposed to close-ended ones. This strategy, allowed
interviewees to go into more depth when sharing their views, encouraged
cooperation between the researcher and its candidates and finally, allowed to
generate a more reliable assessment of the real beliefs of respondents (Zeisel,
2006).
4.4.2 Focus Group Composition
Folch-Lyon and Trost (1981), believe that focus group are only helpful if the
composition of the group is homogenous, as findings could be different if
candidates with different backgrounds were mixed. Morgan (1998), argued that
segmenting candidates into groups has different advantages, such as the
possibility to compare and contrast the findings from different groups and the
enablement of deep conversations among candidates with similarities. However,
this structure is often critique as heterogeneous groups stimulate discussions and
inspire interviewees to see problems from different perspectives (Brown, 1999).
According to Morgan (2008), the ideal size of a focus group is 5 to 8 people. Large
groups are believed to be hard to control and they reduce the possibility of
generating deep and meaningful data.
Seven students, all belonging to the Manchester Metropolitan University and all in
their final year constituted the first group. On the contrary, the second group was
formed by four teachers, all belonging to the Manchester Metropolitan University.

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In regards to the constitution of the groups, the researcher avoided the use of pre-
existing groups by recruiting people from different classes and departments. This
diversification strategy, as explained by Krueger and Casey (2000), is key in order
to avoid existing and established dynamics or social hierarchies amongst
interviewees.
4.5 Time
The collection of data was undertaken in February 2015, however the preparation and
evaluation of the focus groups started from January 2014 to March 2015. Due to the time
constraints and the nature of the study, the researcher decided to implement a cross-
sectional approach (Saunders, 2007).
The researcher did not believe that a longitudinal study would be suitable for this project,
as the observation of consumer’s behaviour and the formulation of hypothesis, would have
required a longer period and more resources (Millward et al, 1992).
4.6 Data Analysis
Silverman (1993) attempted to describe the differences between the analysis of qualitative
and quantitative data and consequent issues that may arise. Robson (2011), believes that
the main characteristic of a qualitative approach is the depth and richness of the data
gathered, agreeing with Dey (1993), who argues that the data is based on meanings
conveyed through words. Another interesting difference, as explained by Robson (2011) is
that with qualitative studies, the researcher starts making sense of the data throughout the
investigation, as opposed to quantitative projects.
According to Coffey and Atkinson (1996), due to the unstructured nature of the approach,
there is not a homogeneous method to analyse qualitative data. Therefore, for this study,
the researcher adopted an analytical approach by categorising the question asked during
the focus groups, relating them to key themes found in the literature review. According to
Glaser and Strauss (1967) this process is essential as it gives additional clarity when
identifying key issues from the literature, addressing the areas that needed to be developed
further. Each question will then be examined individually, contrasting the views and attitudes
of the candidates from both focus groups and observing potential matching patterns. The
researcher adopted this technique, suggested by Robson (2011), with the aim of giving a
defined structure to a study with strong narrative and subjective characteristics.
The next stage involved unitising and condensing the data gathered with a manual
approach. Easterby-Smith (2002), claims that this particular procedure is key as it
demonstrates that the researcher is critically reviewing its findings, by selecting the most

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relevant data and discarding the rest. In order to rearrange the outcomes and find potential
patterns the researcher used the Matrix method introduced by Miles and Hubernman
(1994). The authors focused on matters concerning the visual display of the data gathered,
dividing their suggested procedures into three main areas: data reduction, data display and
the verification of conclusions.
4.6.1 Data reduction
Data reduction is the process by which the findings collected by the researcher are
shortened into smaller sections and the regrouped depending on their relevance
(Miles and Hubernman, 1994). Focus groups, when transcribed into lengthy
documents can be dispersive and unclear for both the researcher and the readers,
thus the researcher condensed the data and displayed it visually.
4.6.2 Data Display
Miles and Huberman (1994), define display as the assemblage of the reduced data
into visual layouts. This process, also cited by Miles et al (2011), is believed to
represent a crucial step of the project, as it aims to generate clarity for the
researcher and the readers (Appendix 1).
4.6.3 Drawing Conclusions
The last section of this process involves the author to produce a logical conclusion,
with the potential patterns discovered. Conclusions are commonly referred to as
hypothesis, which are defined as testable propositions (Silverman, 1993).
4.7 Limitations
According to Smithson (2000), due to the subjective nature of the approach, focus groups
have often been classified as a method with little external validity. Myers (1998), reinforces
this critique, as he argues that focus group could be considered as a performance, in which
the candidates and the moderator are actors with the aim to provide relevant information to
the researcher. Goffman (1981), however, disagrees with this scenario as he claims that
any type of social interaction could inevitably be considered as a performance, thus focus
group should be considered as a natural dialogue in an organised scenario
According to Bryman (1988), the role of the moderator plays a key role in regards to focus
groups’ limitations. In fact, the author believes that normative influences are very common
with this approach.
These influences occur when candidates are seeking approval or trying to avoid disapproval
when presenting their views to the group, affecting the reliability of the data (Sudman, 1979).

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4.7.1 Validity
Validity is an expression referring to how well the findings reflects the scenario they
claim to represent (Robson, 2011). According to Drost (1991), there are two
general approaches to validity issues. Transformational validity is a progressive
process in which the researcher attempts to self-reflect and understand how the
analysis was directed. The transactional approach, on the opposite, is defined as
a linked approach between the researcher, its candidates and the data gathered.
An appropriate level of validity is achieved once the researcher revisits its findings
taking into account factors such as feelings, attitudes and beliefs (Hammerseley,
2002).
In order to avoid validity issues the researcher adopted a transactional approach,
recording the interviews and gathering the feedback from participants, with the aim
to track potential misinterpretations and amend them (Wolcott, 1990).
4.7.2 Reliability
Easterby-Smith et al (2002) define reliability as the extent to which the researcher’s
approaches and the data collection techniques produce linear and trustworthy
findings. In order to prove reliability, a common technique is to replicate the data
collection techniques and verify whether results correspond. However, due to the
personal origins of the findings and the subjective nature of the project, the
researcher can’t ensure that results would be the same if the study were carried
out again. Robson (2002), argues that reliability can be threatened by four different
factors such as participant error, participant bias, observer error and observer bias.
Participant error is known as the influence of different dynamics, such as time, as
an alteration of candidate’s responses (Robson, 2002). In order to avoid this issue,
the researcher arranged both focus groups at neutral times of the day, between
12pm and 3pm. Participant bias is defined as the extent by which the answers of
interviewees are altered when made aware of the presence of an influent figure
such as a manager or teacher (Robson, 2002). In order to overcome this potential
issue, the researcher arranged two different focus groups, each of them composed
by candidates who could not be influenced by the authority of others.
Observer error and bias are defined as the possibility of the researcher of being
unclear and therefore affecting the quality of the responses received (Saunders,
2007). In order to avoid observer error and bias, the researcher made sure to
create highly structured questions as a mean to reduce uncertainty and confusion
(Robson, 2011).

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4.7.3 Generalisability
Generalisibility, also known as external validity, is defined as the extent to which a
research can be applied to wider contexts (Saunders, 2011). As explained in
Section 2.0, this study aims to understand the feelings of British consumers
towards their high street, thus wouldn’t be applicable if transferred to other settings.
4.7.4 Resources
Time and access represented the main limitations for the researcher. With a longer
period to complete the study, the researcher could have arranged additional focus
groups targeting different segments of UK’s population. By doing so, the research
would have strengthened factors such as reliability and validity as a higher sample
of opinions and thoughts would have been analysed.
4.7.5 Ethics
Ethics are defined as the application of moral and professional codes of conduct,
aimed to collect and analyse data without causing any harm to the respondents
(Saunders, 2007). This trend, is gaining increasingly consensus mostly in social-
focused studies, due to the personal contact between the researcher and its
interviewees.
In order to tackle such issue, the researcher created a consent form, which was
distributed to each interviewee prior to the start of the focus group. Candidates
were made aware about the purpose of the project and that the data collected was
only restricted to the study’s purposes. The researcher specified that the focus
group was being recorded on a device. The questions asked were generic and not
specifically addressed to any candidate, in order to avoid issues such as
harassment or humiliation (Robson, 2011).
4.8 Conclusion
In order to complete the project, the researcher adopted a qualitative approach due to the
study’s objectives and the personal nature of the contributions. The researcher selected
focus groups as a method to collect the data, creating two homogenous groups formed by
participants from different groups. In order to analyse the data gathered, the researcher will
examine each question individually, utilising the matrix approach introduced by Miles and
Hubernam (1994).

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5.0 Findings and Analysis°
.
5.1 Introduction
In this section, the researcher will explore the findings gathered through the focus
groups, dividing participants in two groups and numbered accordingly to respect
confidentiality. As mentioned in section 4.6, the researcher will examine each question
individually, in order to contrast the different responses of the interviewees.
5.2 Candidates
Focus Group 1: Students
Participant Nationality
S1 United Kingdom
S2 South Africa
S3 United Kingdom
S4 United Kingdom
S5 Lithuania
S6 United Kingdom
S7 United Kingdom
As mentioned in section 4.4.1, the researcher divided participants into two homogenous
focus groups in order enable a fluent conversation and ultimately, to compare the richness
and depth of the data gathered. The researcher identified the key themes to explore
throughout the literature review, thus the analysis below will follow a logical order.
In regards to the second focus group (Table 3), the researcher planned to have six
participants, however two candidates failed to respond to the request.
The researcher segmented the groups mainly based on age and social class, with a light
focus on nationality. This approach, as suggested by Miles and Hubernman (1994), is useful
in order to find potential patterns concerning the importance of social-cultural values when
examining consumer’s feelings and behaviour.
Focus Group 2: Professors
Participant Nationality
P1 United Kingdom
P2 United Kingdom
P3 United Kingdom
P4 Greece
Table 2. Focus group 1 Table 3. Focus group 2

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5.3 Advantages of High Street
“What is the aspect you enjoy the most about Manchester’s high street?”
Student Group Professor Group
S1: “It’s convenient, all the stores I like are
close to each other”
P2: “I love the independent and unique shops
that you can’t find elsewhere”
S2: “Many different shops and there is so much
choice!”
P3:“I enjoy the variety of products that you
can find in small local stores”
S3: “It’s great if you don’t know what to get as
you are in the middle of everything”
P4: “I really like how it is structures as it is
divided into small quarters, giving the
consumer a lot of options”
The researcher started both focus groups with a generic question in order to facilitate the
participation of the candidates, as advised by Robson (2011), and establish the strengths
and positive aspects of the current high street structure.
As shown in table 4, the first question already highlighted major differences in the responses
given by the two groups. The group composed by students, seemed to appreciate the
amount of corporations in the area, as they ensured a wide range of choice in a restricted
perimeter. Student 1 stated: “ All my favourite brands are close to each other, I know already
where to go and what to look for, therefore going into town is extremely convenient.” This
statement helps understanding Reckwitz (2002) theory, which perceives the purchasing
process as a routinised behaviour, where actions and decisions are constantly repeated by
consumers. Reckwitz (2002) believes that the life of consumers is constantly monitored due
to its connections with places and people. Miller (2001), however, claims that with new
social habits and a relentless modernisation cycle, consumers are increasingly developing
connections with places, abandoning the traditional shopkeeper-consumer relationship.
The responses given by the students seem to confirm this trend as none of the participants
associated the connections with a person as a positive aspect of the high street.
On the contrary, the data gathered from the second focus group, highlights different aspects
of the high street. Participant 2 stated: “I am a big vinyl enthusiast and have been going to
this music shop in Oldham Street for all my life. I would never be able to find such products
in places like the Trafford Centre”. The majority of interviewees from the second group
seemed to appreciate the uniqueness and exclusivity of local shops rather than the
convenience and accessibility of large chains. However, both groups agreed that a wide
choice of products and shops is one of the strengths of Manchester’s high street.
Table 4. Advantages of Manchester’s high street

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5.4 Advantages of Independent Retailers
“What are the advantages of having more independent retailers on the market?”
S5: “you get a more tailored service. In big
stores you lose the whole shopping experience
whereas If ask the local shopkeeper to offer
me something different, he’ll come back at me
with five different items!”
P4: “Diversity, as you can find different things
in different places. Another aspect to consider
is that it makes the city look more lively and
cosmopolitan.” “They help the high street and
towns move forward”.
S3: “The main advantage is from a supply
sense. Big retailers sell the same product as
they target mass markets whereas local stores
have a different range of styles.”
P1: “Theoretically they bring diversity, however
in the UK the quality of independent stores is
often poor and British consumers lost their faith
as they don’t think they’ll deliver as well as
large stores.”
S1: “boutiques have more product knowledge.
I work in retail and don’t really know much
about what I’m selling.”
P3: “I like that each store has something
inimitable that makes it unique, but I agree that
they didn’t adapt to modern times.”
S2: It’s a more familiar environment and I feel
more involved in the community with the
purchasing process.”
P2: “I like that independent stores attract
diverse crowds and that they give something
back to the community.”
The researcher designed this question in order to examine the responsiveness of
candidates towards the positive impacts that local stores can generate. Table 5 displays
some of the comments shared, suggesting that a high percentage of candidates was aware
of such positive impacts. A common belief amongst participants of both groups is that
independent retailers are the most suited structure to provide a unique shopping experience
due to their unique and diverse nature, supporting Baron’s et al (1999) hypothesis.
S1 and S5 mentioned the importance of the relationship between the shopkeeper and the
customer, revealing how it is becoming an increasingly rare occurrence in today’s retailing
scene. Similarly, Piercy (1999) believes that personal relationships have always been the
only and inimitable advantage of independent shops over large chains.
Various respondents from both groups mentioned the association between being part of a
community and purchasing from local stores. One of the candidates stated: “Where I live,
most independent stores are closing down and are being replaced by large chains which
aren’t offering anything to the area”. This statement reminds Blythman’s (2004) concept that
local stores are vital for the progress and development of communities, as opposed to large
chains.
P1, however, believes that the main reason for the decline of independent stores is the
unsatisfactory level of service offered, compared to its larger competitors. The candidate
Table 5. Benefits of local stores

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stated: “The quality of our independent stores is often very poor as they don’t updated their
stores, they don’t update their merchandise, they don’t offer a good level of customer
service…
I think that British consumers lost faith in their independent retail sector as they don’t think
they’ll deliver the same level of quality as the big stores.” This criticism reinforces Peston
and Ennew’s (1998) argument, as they claimed that the main reason for the decline of
independents has to be attributed to their low capacity of adapting to modern trends and
maintaining an adequate level of services.
This section gave the researcher a positive understanding regarding the responsiveness of
the candidates towards the positive impacts of independent stores. Most candidates believe
that this business structure has intangible characteristics such as higher product knowledge
and a familiar environment, however, they are also aware that the service offered is often
deficient compared to larger competitors.

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5.5 Frequency of Purchases from Local Retailers
“How often do you shop from independent businesses?”
S3: “I do most of my shopping online and
when I go to the high street I shop from
large chains”
P1: “I get my meat and diaries products from my
local butcher, which is also a friend.” “I definitely
shop more from independent stores than large
chains”
S1: “Depends on the product, but chains
are cheaper so I choose them”
P2: “I will shop from local retailers if I have time,
however if I’m running late I may just shop from a
chain”
S2: “I mostly shop from large chains
because of their convenience”
P3: “I do my weekly shop from independent
supermarket and enjoy buying my clothes from
small boutiques as well”
S4: “I always shop from chains apart from
when I need to get my records. “
P4: “I love shopping in the northern quarter as it
reminds me a bit of Greece. I shop from local stores
whenever I can; however it’s really hard to find them
in Manchester.”
S5: “For regular I’ll shop from the high
street but If I need something that makes
me stand out I’ll go to local stores”
The researcher asked this question in order to examine whether British consumers consider
independent retailers as a valid alternative to large chains in their daily shopping routines.
In section 5.4, most candidates acknowledged the advantages that local retailers could
bring to the market and the community itself; however, the responses to the above question
were substantially different between the two groups.
As displayed in table 6, none of the student interviewed declared shopping regularly from
independent stores. According to the candidates, this decision is due to several factors,
such as the lower prices offered by large chains and their convenient location in the high
street. S1, for example stated: “Price is the first thing that customers considers. I know that
owners of local stores are emotionally attached to their products and that it helps providing
a better shopping experience, but at the end of the day as long as the price is cheap the
consumer will buy.” This statement helps clarifying Bruhn’s et al (1992) assumption, which
claims that price and convenience are the most influential elements for modern consumers.
Contrarily, the group composed by professors had completely different shopping routines
and views regarding the roles of local stores. All of the four interviewees preferred shopping
Table 6. Consumer’s attitude towards local stores

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from independent stores rather than large chains. This suggests that age and culture could
be key variables in the decision making process.
An alternative view regarding the unpopularity of local store amongst younger people was
given by P1: “Retailing in the UK is not a way of social interaction but rather a taught and
artificial process. We have a problem of socialising young people into the idea of a more
diverse retail sector.” This comment suggested the researcher that the decline of
independent stores and subsequent advent of large chains could be examined from a
cultural, rather than economical perspective. Giddens (1990) reinforces this hypothesis, as
he argues that the lack of social interaction between the shopkeeper and its customers is
commonly accepted in UK’s modern society and it is a phenomena expected to grow with
the future generations.
S5 strengthened Giddens (1990) hypothesis with an emblematic comment: “When I shop
in the high street I feel like I’m in a hostile environment, I am bombarded with signs and
offers and the only thing I want is to put my headphones on, do my shopping, and get out
of it as soon as possible.”

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5.6 Willingness to Change Shopping Habits
“Are you willing to change your shopping habits in order to strengthen the position of
independent retailers?”
S4: “Yes, but when I’m older. Right now I live
on my own and I will continue grabbing my
dinner from Tesco on my way home”
P3: “I am trying to support local stores more
but I don’t always succeed. When you are
running late, shopping from chains is just
easier and quicker.”
S5: “To what extent do you support local
shops? The aim of every business is to
expand, so if you support those little boutiques
and they become more successful they will
turn into chains as well”
P2: “I do most of my food shopping at 10pm. I
wouldn’t be able to do it from a local store.”
“It’s just so much easier shopping from these
large chains as they’re open till late.”
S2: “I won’t change my habits because
convenience in this society is too important. It’s
how the world works.”
P1: “I had to adjust my day in order to shop
from local stores. However I realise that if I had
to work late at night I wouldn’t have any option,
really.”
S1: “I don’t particularly feel the need to change
my shopping habits as I’m happy with how
they are to be honest.”
P4: “It depends a lot on your income, as price
and time are important variables. Shopping
from supermarkets its so easy but I am willing
to try changing some of my shopping habits.”
The researcher designed this question in order to understand whether British consumers
are willing to trade convenience and accessibility that large chains provide, for a different
shopping experience. The responses received highlighted two main themes, which were
explored in the literature review.
Within the group of students, the shared feeling was that accessibility and low prices were
fundamental aspects, which would not be exchanged for a more diverse retailing structure.
This supports Wrigley’s (2014) view that consumers in today’s society prefer shopping from
large chains due to their low prices and extensive promotions.
Several participants also claimed that the need of shifting their shopping habits was
avoidable due to the collective satisfaction with the current market structure.
Student 5, however, claimed that every independent shop would eventually expand into
large corporations in case of growing success. This comment could reveal a growing trend
amongst younger consumers in regards to an established corporate mind-set, which doesn’t
accept different retailing structures. Professor 3 seemed giving an explanation to this
hypothesis: “Our kids are growing up in a high street where they only see large chains.
Table 7. Consumer inclination to change shopping routines

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Most of them probably never went to an independent store in their life, and they are
bombarded with messages from all these massive stores. It will be natural for them to be
comfortable in that environment”.
This statement helps understanding Miller’s (2001) theory, as he claims that consumers
have flexible preferences and routines, which can be adapted to any retailing structure, with
time.
Contrarily, amongst the group of professors the shared thought regarded the importance of
accessibility. Most candidates argued that despite their desire to support local stores, they
often have to choose convenience over their morals. This choice was mainly a consequence
to long working hours or personal shopping routines. Werner (2010) explored the theme of
the deregulation of shopping hours, arguing that it could represents the cause of the decline
of local stores. In fact, large chains often operate 24h a day, for a total of 168 hours a week.
Clearly, independents cannot match these numbers due to limited economic and human
resources and as a result access costs and accessibility are affected.

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5.7 Considering a Different Retailing Structure
“What are your feelings in regards to a hypothetical high street such as the Italian
one?”
S2: “I am not sure; I think people enjoyed it 60
years ago. I wouldn’t enjoy the lack of
convenience.”
P1: “You would find such traditional shops in
historic centres but it would almost be used for
touristic offers rather than for everyday shops.”
S4: “Everything seems more expensive and
price is too important. I don’t think this
structure would work in the UK.”
P3: “I love shopping from these shops when I
go to Italy but thinking about it, I would feel lost
if this structure was in the UK.”
S1: “I think that the shopping experience in
chains is better.”
P4: “I come from a Greece, so I’d love the UK
to switch to this structure! Although I am not
sure it would work down here.”
S5: “What makes it special is that it isn’t
everywhere and evokes a nostalgic feeling. It
would be strange to have independents
everywhere like in Italy.”
P2: “I would feel quite intimidated as I wouldn’t
know what they sell or how much it costs. We
are accustomed to understand whether a shop
is cheap or expensive by outside look of it. It’s
a functional communication.”
Before asking this question, the researcher showed his candidates a few photos displaying
traditional retailing shops in Italy (Appendix 2). The researcher used visual pictures as an
example in order to demonstrate that such traditional structure can prevail in a metropolis,
such as Milan. The researcher designed this question in order to understand whether British
consumers are satisfied with their current high street structure or if they would rather have
a more old-fashioned one such as the Italian one.
The responses from both groups were unexpectedly similar, as most candidates claimed
that they would not trade accessibility and convenience for uniqueness. The only exception
was made by an international interviewee who stated that a high street with more ‘diversity’
and ‘personality’ would be appreciated. This assumption could be associated to
McCracken’s (1989) belief that consumer preferences are directly shaped by the culture of
a Country and customs of a person.
Most respondents claimed to feel intimidated by such a different retailing scene, where
personal relationships and different consumer behaviours are considered a routine.
Student 4 argued: “The British high street is perfect for those who have fast-paced lives and
it definitely fits the British society. I like that I just have my freedom to decide what I want to
purchase without talking to anyone. I don’t have time.”
Table 8. Different high street structure

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5.8 Conclusions of Findings
Overall, the researcher’s findings differed significantly when comparing the thoughts of the
candidates from the two focus groups. In regards to the advantages of the current high
street, most interviewees agreed that the wide range of choices, cheap prices and
accessibility of stores are the most enjoyable aspects. The main differences occurred when
the participants were asked a question regarding the frequency of their purchases from
independent stores. Amongst the students, none of the interviewees shopped regularly from
a local shop with just a few doing it occasionally. Amongst the professors, on the opposite,
purchases from independent retailers seemed to be a lot more frequent, highlighting how
different social classes and cultures could be considered as a key variable. Candidates from
both groups didn’t seem particularly inclined to change their shopping habits, when asked
if they would trade convenience to save local stores. This response reinforces Wrigley’s
(2014) hypothesis that in modern societies, consumers value low prices and availability
more than uniqueness.
When asked if they would enjoy a different retailing scene such as the Italy one,
respondents from both groups seemed to agree that they would feel intimidated and
uncomfortable, as it wouldn’t be a true representation of the British culture. Additionally,
most respondents belonging to the student’s focus group claimed that they appreciate the
current retailing structure with a prevalence of chains and few little stores.
The results could demonstrate to the researcher that socio-demographic variables play a
key part in determining consumer satisfaction, with different segments of the same
population valuing dissimilar elements of UK’s high street, and seeking for diverse social
approaches.
Results also demonstrated that consumers are generally satisfied with the current high
street structure, as when they were asked if they would like to change with a more traditional
one, they collectively declined, regardless of their group.

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6.0 Conclusion°
6.1 Objectives
6.1.1 Objective 1
Evaluate the satisfaction British consumers have in respect to their
Due to the subjective nature of this objective, the challenge was to evaluate the
level of satisfaction of British consumer in respect to their high street.
The contextual research and the literature review defined an area of need that the
researcher explored through focus groups. The researcher designed specific
questions in order to examine the responses and evaluate whether the current
shopping experience satisfies the candidates.
The findings demonstrated that candidates from both group are satisfied with their
current high street structure, appreciating different aspects of it. The students
valued cheap prices as their favourite characteristic, as well as the convenient
location of their favourite stores.
The professors, on the opposite, valued the wide range of options as an important
characteristic as well as the division of the high street into small quarters.
According to them, this segmentation enables consumers to choose between wide
ranges of options.
When asked if they would rather adapt to a different high street, the majority of the
candidates seemed preferring the current due to a founded familiarity as well as
the belief that the current structure fits the culture of British consumers. According
to the researcher the rejection to a hypothetical transformation could demonstrates
that the overall level of satisfaction amongst consumers is relatively high.
6.1.2 Objective 2
Examine the influences behind the shopping habits of British consumers.
This objective was accomplished mostly using existing literature. Several authors
such as Giddens (1990) and Baron et al (1999) focused their studies on the
influences that large corporations implement in order to attract consumers and alter
their shopping habits.
Themes such as the longer opening hours and the weight of modernisation in
shaping the habits of British consumer have been discussed in the focus groups.

39 | P a g e
By contrasting the views of both groups the researcher was able to identify
interesting patterns such as the inclination to avoid personal relationships with the
shop keeper and the tendency to associate the high street to a hostile environment,
where consumers go to satisfy their needs but not theirs desires. Some participants
from the professors group argued that the habits of younger consumers are a direct
result of the current retailing structure, which is not inclined to accept diversity. As
a result, consumers don’t feel comfortable when shopping in different scenes.
6.1.3 Objective 3
Evaluate the positive impacts that independent business may bring to the
high street shopping experience.
The third objective was firstly explored in the literature review, commencing with
an analysis of the causes of such a rapid decline and successively by determining
which advantages local stores could bring to the entire retailing scene.
The key themes explored in the literature review were then discussed throughout
the focus groups, with them aim to evaluate whether candidates were responsive
to the impacts of independent businesses. The responses gathered demonstrated
that a large majority of interviewees was aware of the unique advantages of local
stores such as diversification of offers, tailored services, superior knowledge about
products and the re-investment of profits into the community.
One of the candidates, however, claimed that regardless of the advantages that
local stores bring to the market, the reason for their decline could be correlated to
an inappropriate level of customer service and the incapacity to adapt products
and business models to modern times.
6.2 Recommendations
The research has identified that British consumers are satisfied with the current market
structure, and would not want to trade it for a different one. The data gathered from the
researcher, highlighted that the candidates belonging to the professor’s group would prefer
having more local stores in their high street, offering to change their shopping habits in order
to support them. Contrarily, the group composed by students emphasised their satisfaction
with the current high street structure composed mainly by powerful retailers. As opposed to
the second group, the students didn’t seem stimulated by a mixed retail structure composed
by both independents and chains, as shopping is not seen as a social practice but rather
as a conventional routine.

40 | P a g e
Based on these conclusions, the researcher believes that further research can be
undertaken.
 The researcher created two different groups to generate its results based on age and
occupation; further studies may attempt to divide the samples into more targeted
groups taking into account important characteristics such as sex, income or location.
This process would also add validity and reliability to the study;
 The researcher didn’t explore in depth variables such as online sales, which
contributed immensely to the success of large chains. Further studies may consider
exploring the importance of the internet defining its importance in the decision making
process;
 Further study should explore in more depth the selling techniques that independent
retailers need to adopt, in order to represent a valid competition to powerful chains
and gain popularity among younger consumers.
 Lastly, the researcher recommends exploring the development of consumer’s
preferences on a rolling basis, as social market places and high street scenes are
changing incessantly.
6.3 Critical Reflection
Based on the recommendation in section 6.2, the researcher identified some areas that
could be strengthened. The validity and credibility of the approach was strong due to the
segmentation of candidates and consequent prevention of potential issues such as
participant error and bias. Focus groups, however, are often classified as an approach with
little external validity and therefore the researcher could have used a quantitative approach,
such as a survey, to add further reliability to the findings.
Four members, as opposed to the six required ones took part to the professor’s focus group
due to unavailability. The small sample size could potentially result in a criticism of the study.
Due to the subjective nature of the research and the narrative kind of data gathered, it is
hard to generalise a result due to the circumstances of the approach. However, the patterns
amongst candidates and the comparison between the different groups gave validity to the
findings.
The researcher, as suggested in section 6.2, could have explored the role of the Internet as
a key theme associated to consumer behaviour, although this was not directly related to the
aim of the project, which looked at examining the feelings of consumers towards their high
street.

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Lastly, the researcher believes that due to the subjective nature of the data collected,
several interviews with different candidates need to be organised on a regular basis, in
order to monitor results and discover potential variations in patterns.
World Count: 10,139

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Appendices
Appendix 1
Focus Group 1
Index:
Attendees: 7 students (S1, S2, S3, S4, S5, S6, S7)
Moderator: M
M: Ok, we’ll try making it quick. First of all thank you all for coming and thanks for your time. I am
Emanuele, for those who don’t know me, and I’m doing my dissertation on the competition between
high street chains and independent retailers. I am from Italy, I am not from here and the first thing I
noticed about UK’s high street is the amount of chains, which are everywhere! Barbers, restaurants,
clothes, flowers whereas in Italy the market structure is very different as independent stores have a
lot more power and there’s a lot more of them. Now, my research is looking to explore the feelings
and beliefs of British consumers when they shop in their high streets. What I want from this focus
group, is to understand what you think, there’s no right or wrong as whatever you say It is going to
be right. I’d like to ask you an initial question, taking as an example Manchester’s high street as it’s
the one you all know. What is the aspect you enjoy the most about it?
S1: It’s convenient; all the stores are close together. My favourite brands are all close to each other
as well. So yeah, it’s mainly convenience.
S2: Yeah I agree, and variety as well. As in there’s loads of different shops and as he said, whatever
you need is the convenience of it, and there’s so much choice of products!
S3: Mostly if you don’t know what you want to get, you’re just in the middle of all these shops and
you can just look around.
(Silence)
M: Ok that’s absolutely great, now I’m going to show you a video, which basically gives an idea of
why I selected this particular study.
(Video Playing)
M: Ok, so why I started doing this (pause) as a topic for my dissertation, is because this summer I
went to Harrogate with my girlfriend and it was such a lovely traditional little town and then I
remember going into the small high street and saw chains such as Next, Top Man and Top shop
replicating exactly Manchester’s centre! Where I come from, for example, it’s so different. Milan is
known for its leather products.

46 | P a g e
S4: Oh yeah, the gallerias!
M: Exactly! But you’ll find them only in Milan and Florence for example it’s known for this special
focaccia they make which you’ll be able to find only there. Growing up in such a different place to me
it’s crazy that consumers can be happy with such market structure. But I don’t want to your thoughts
as this is only my view. My next question is:
In your opinion, what are the advantages of having more independent stores in the market?
S4: More tailored, personal service by individual stores, whereas I don’t think in larger shops you get
that sort of feeling. You go to Oipoloi, and the shopkeeper will come around asking you to try this
and that. And if I ask if they have something different the owner will come with five different items.
(Pause)
In john Louis in London maybe you get that a little bit but I wouldn’t say you’d get the same in any
place up here apart from up-market places, such as Selfridges maybe. But yeah, otherwise in big
stores you do lose the consumer experience and that’s the benefit of individual shops over chains, if
it makes sense.
P5: In response to that, I think that the fact that the more corporate shops are starting to adopt this
personal touch because they realise that it’s what people want really.
M: It’s so true! The other day I was having a coffee in Starbucks and noticed that there was a little
sign saying “ask for a coffee exactly how you like, you are like at home” or something similar, and I
was wondering whether people can actually believe that sign is real?
S4: Absolutely, as we were saying there is this personal element and large stores are starting to do
that, however I don’t think it can be economically viable to do that, cause if you have high football in
certain towns you are not going to be able to provide this personal service to each customer, which
boutique would just because of its characteristic, and that’s where big business falls.
S1: Plus, a boutique will have more product knowledge. I work in retail and I don’t really know what
product are going to arrive next week so I can’t tell my customers to come back because I will have
these products for them, I can’t provide this personal touch. In a boutique stores, there’s also an
emotional attachment which is incredibly important as well. But yeah, I think that knowledge is the
main thing, employees in a retail store don’t have the knowledge about the business to develop an
emotional attachment to the customer (general consensus).
M: Can I ask you something out of my personal interest?
S1: Sure!
M: Considering you work in retail, is consumer satisfaction important to you?
S1: It’s very important! When I talk to a customer, I try to convey a familiar and message so that you
can build a relationship and get them to come back again as you have to hit targets. I care about

47 | P a g e
consumer satisfaction because I’m under pressure, but in a boutique there is less pressure as it is
your business.
M: But do you think you’re nice to consumer because of your personality or because you’re trained
or maybe you have a script to follow?
S1: Yeah absolutely, they train you but personality of individuals plays a big role. But of course, they
push you to develop a relationship with clients as that’s what makes them come back (laughs).
S3: For me one of the advantages of independent versus big stores is from a supply sense. Obviously
when you go to all these big retailers they all have the same style of plains hoodies or tops whereas
when you go to independent they’ll have a complete different range of styles.
S6: It is very true as you can be unique.
S7: Yeah! However, big chains are targeting mass markets so they have to sell things that everyone
would like, whereas individual stores will sell more niche products.
S3: Yeah so personally, my preference will be shopping in the Norhtern Quarter rather than at the
Arndale, as I can find products that no one else will have.
S2: Yeah however I think that big stores all sell the same products as people in today’s society have
fast-paced lives and know exactly what they want, so they’ll walk into a store and know already that
they want this, that, and the other thing so it’s easier.
S3: Yeah it’s true, however I also think that there is a big lack identity. I don’t really see the point in
having that many stores if they all sell the same range of products (laughs).
S1: You also have to think about the price though. It’s cheaper to sell products targeting mass
markets even though they are the same. I guess it’s more expensive shopping in Milan?
M: You see that’s the thing, it depends!
S1: Exactly so the main point for me is price and you have to think about it. As ac consumer, I don’t
think people think about emotional attachments or experience. As long as the price is cheap than
consumers will buy.
That’s why small boutiques are closing I think, their prices are too high and can’t stand against the
big competitors. Price is a big element.
P4: I agree, and if they can’t find their product in the high street where are they going to go? They
will go online and the product will be delivered to their door.
(General consensus)
S6: This jacket I have I got it from Amazon for 100pounds but if I got it from a small independent
retailer it would have been 300pounds.

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