What Are The Key Customer Preference Factors That Influence The Selection Of Retail Store? A Study of ASDA (2013)

The focus of this dissertation is to identify the customer preference factors which influence their choice of a retail chain store. It is a known phenomenon that whenever a customer selects a retail chain store for shopping there is always a reason behind it. Some clients prefer convenience; while other customer’s gives preference to the specific retail chain store due to value for money and price discounts.

The customer preference factors are the most important considerations for any retail chain store because it helps the management of the retail chain store to deploy strategies accordingly which results in good responses from the customer side. The retail chain stores which deploy business strategies considering the preferences of the customers have a strong chance to achieve high level of customer satisfaction.

In this research, ASDA is the organization which is under discussion and researcher has also focused on identifying the customer preference factors which influence their choice of selecting ASDA as a place of shopping. The organizations like ASDA has huge customers base and organizational strategies are focused on becoming the first choice of the customers which is essential in the modern business world. Dissertation objectives;

  • To identify if 7 P’s are really the factors that influence the customer’s preference in choosing retail stores
  • To identify the importance of customer preference for retail chain stores
  • To identify the impact of these factors on the customer’s buying behavior
  • 15,000 words – 68 pages in length
  • Excellent use of literature
  • Good analysis of subject area
  • Includes questionnaire
  • Well written throughout
  • Ideal for marketing students

1: Introduction
Study Background
Company Background
Research Objectives
Research Questions

2: Literature Review
Seven P Model
Physical Evidence
Analysis of Customer Preference Factors
Impact of Customer Preference Factors on Business
Benefits of Customer Preference Factors to Retail Stores
Customer Preference and Retail Industry

3: Research Methodology
Research Philosophies
Research Approach
Data Collection Methods
Research Process
Research Rationale
Limitations of the Research

4: Research Findings and Analysis
Analysis of Questionnaire
Analysis of Interview
Summary and Conclusion

5: Conclusion and Recommendations


Appendix Section

Customer Preference Factors Dissertation
Customer Preference Factors Dissertation

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