The document summarizes the results of a questionnaire about customer experiences and preferences at several retail stores. It finds that customers value polite, knowledgeable staff and stores keeping appropriate stock. They also appreciate good store layouts that make products easy to find. The questionnaire could be improved by asking more specific questions and getting responses from a wider age range of customers.

1. Questionnaire Analysis
Retail
We asked a total of 22 people. Our main location was at the front
entrance to castle key next to HMV and Debenhams.
Alot of people were not willing to take part in our question some
will just ignored us and others made excuses.

2. The most popular place to shop at by one point is Curry’s. Bensons and Pets at
Home are equal to each other. We asked a total of 22 people.
Q1- Do you shop at the following?

3. Curry’s
● Helpful - 3
● Polite- 1
● Approachable - 2
● Acknowledging- 2
● Knowledgable - 3
Bensons
Helpful - 3
Polite- 4
Approachable - 2
Acknowledging- 2
Knowledgable - 3
2 - Which of these, if any, best describe the
staff?
Pets
● Helpful - 2
● Polite- 2
● Approachable - 0
● Acknowledging- 1
● Knowledgable - 2

4. From the results we found that the qualities people generally look for in staff
is polite,knowledgeable and acknowledging for shops such as Bensons for
Beds, as it sells products of a higher price and quality.Therefore customers
need to have additional knowledge and a higher level of customer service,
in comparison to Pets at Home and Curry’s.
For example; looking at our results from Bensons, we found that the majority
found the staff ‘polite’.This obviously will help them sell and improve
customer satisfaction as a whole.
Less indivduals shopped at Pets at Home, this could of been due to the
staff.As the results show that they were unapproachable and therefore
discouarged sales.
Q2- Analysis

5. This chart clearly shows that people visited the 3 stores less the once a month.
Bensons for bed was only visited less than once a month this is quite an
obvious answer because no one shops for a new bed every week. Pets at home
was visited equal amounts of time for once a fortnight and less than once a
month. The stores we chose to do our questionnaire on are not the kind of
stores you would visit more than once a week.
Q3- How often do you visit the shop?

6. When we started to ask the questionnaires we left out question 4 because we
felt it was too similar to question 9. We should have noticed this earlier and
done something about this. We did do a test run with the questionnaire but this
error did not get picked up.
Q4.

7. Q5. Did you enjoy your experiences at these
stores

8. The questions about curry’s consistently showed that the shop lacked stock, this as a
whole is a negative implication to the store, as it is a popular retail company.This could
well damage their sales and brand name.
Benson for Beds showed again how they did not have the required products the
customers were looking for.
Pets at Home The majority of results show how the staff were not helpful and did not
help find the required products.Again causing them to damage their brand name. Yet
they did have the appropriate stock available to the customers.
(However I do feel as if this question lacked the detail it needed to get a accurate
result.As the interviewees did not offer way to improve the stores, only the
negative expereience.)
Q6- Were you disappointed with any of the
stores, if so why?

9. By asking ‘if so why?’ we were trying to get people to give a sentence as an
answer not just a yes or no. It became clear that a very important thing to
customers is that when you walk into a store they want to be able to ask
questions and have the staff know the answer. Especially at the stores we have
chosen, they want polite staff who are approachable, so they can ask question
without feeling like they are being looked down on.
When we were asking this question i feel like people just said ‘no’ or ‘nothing’
because they didn’t want to be standing there.
Q7.Are there any noticeable customer services issues with
these stores? if so why?

10. People like a good layout which is clear where to find things. It is clear that
people don’t like wasting time looking for things when shopping.
When people walk into a store they liked to see a friendly staff with a polite
greeting so the customer knows they are there to help.
We got a couple of answers that didn’t quite fit the question, we were looking
for answers like a good layout being greeted. Some people misinterpreted the
question and we got people saying stock and one person said for currys they
wanted to see computers. One person said they liked the stores to be air
conditioned. He didn’t want to walk into a stuffy store and it be smelly.
Q8. what do you find important when you walk into a store?

11. One of the popular improvements was for stores to have the right stock in.
People don’t like going into a store and being told the store doesn’t have what
they needed/wanted in stock.
Another popular improvement was staff. Some people just wrote staff on the
questionnaires which isn’t clear what they meant by this. We should have
worded the questionnaire so they put more detail into it.
Q9- What do you think could improve the
stores?

12. Most people preferred shopping in store as it allowed them to get a proper
view at the products they were buying, which is important in shops such as
Bensons and Pets at Home. We had 6 people overall in one questionnaire
say that they would prefer to shop in store compared to one person who would
prefer to shop online.
Question 10. For these particular stores do you prefer in
store shopping or online?

13. The majority of interviewees thought that the retail stores were convenient to
reach.
The rest mentioned how the retail park itself did not have enough car park
spaces available and was therefore inconvenient for them.
This question wasn't worded well and did not offer the interviewee to add an
explanation.
Q11- Do you think the stores location is convenient?

14. After analysing all of our data from our questionnaire we were able to
determine two main conclusions.
Firstly, the manner and assertiveness of the staff is critical in making a sale
and encouraging a healthy customer satisfaction rate.This was made clear
through ‘Bensons for Beds’ results.Seeing how the high priced retailer uses
this method to encourage customers to buy.
The second conclusion, is stock management, as the majority of the
interviewees mentioned how the retailer did not have the required products
to hand.This not only encourages a negative brand image, it effectives the
customers morale in the retailer.
Summary

15. ● Our questionnaire provided us with a decent understanding of what customers
expect and value in different shops. This information was gathered by asking
closed questions “Did you enjoy your experience?” linked with more open
questions “Which of these, if any, best describe the staff?”. This helped us reach
conclusions with relative ease.
● The demographic of our audience was mostly elderly individuals, 50+, this
affected our results, perhaps causing them to bias.Therefore to improve we should
get results from a range of TA’s.
● To improve we would make the questions relate to one another better. We would
also ask more closed questions because it makes it easier to analyse the survey and
find the message behind it.
● Finally we would write the questions in a set out way to gather the information we
require. This way each question would be specific and effective.
Evaluation