Customer Survey and Analysis of Woolworths based across 5 locations in Sydney Group: D Parmjeet Kaur (201400299) Jasvir Kaur (20151997) Manpreet Singh (20151917) Gurjot singh (201403613) Vasudev Singh ( Table of Contents Customer Survey and Analysis of Woolworths based across 5 locations in Sydney 1 Table of Figures 2 1.0 Introduction 3 2.0 Data Analysis Methodology 3 2.1 Data Collection Technique 4 2.2 Sampling Technique 5 2.3 Survey Questions 5 2.4 Analysis of Survey Questions 6 2.5 Ethnography data about different locations of Woolworths: 3.0 Recommendations and Conclusion 12 Table of Figures Figure 1: Survey Questionnaire 6 Figure 2: Survey Results 8 1.0 Introduction Customer surveys and interviews are traditional techniques that markets and companies make use of for their various products. The scope of this current discussion focuses on data collection procedure for Woolworth, Australia. Woolworths is an Australian retailing Company that is based in Australia as well as in New Zealand and is the second largest Company in terms of revenue. Established in the 1924, by founding members as Percy Christmas, Stanley Chatterton, Cecil Scott Waine, George Creed and Ernest Williams. Currently the Company employs over 210,000 employees and has various business divisions majoring in retail. The study pertains to development of survey questionnaire by means of which satisfaction levels of its customers can be understood. The report deals with the data analysis technique and its collection procedure and analysis technique such that customer satisfaction can be understood. 2.0 Data Analysis Methodology For analyzing any type of problem or issue, data needs to be collected and its analysis done. The scope of collection of current study concerning Woolworths is done with primary as well as secondary data collection technique. The study has collected qualitative as well as quantitative data for the purpose of the study. Collection of data is pertinent for progress of any type of study hence it needs to be done is proper manner following ethical procedure. Primary data is the first hand data source and the purpose of this study 15 people across 5 different Woolworths has been interviewed. Secondary data collection is data collected from secondary sources and which is not first hand in nature. For the purpose of this study secondary data has been collected from books, journals, internet sources, company magazines of Woolworths and so on.Both the collected data was pertinent for the purpose of the study as both contributed in developing and reaching the aims of the survey questionnaire. Data collected has been authentic and reliable to all extent for which each data has been cross verified. The data collected technique used by the scholar has been survey method of questionnaire. 2.1 Data Collection Technique The scholar has collected data of primary and secondary nature. Data collection was based on customers from 5 different locations of Woolworths stores across Sydney. 3 customers from each of 5 stores has been attempted to be provided the survey questionnaire in order to get results. For the purpose of this analysis Woolworths Town Hall store, Woolworths Sydney Met Centre, Woolworths York (Metro), Woolworths Thorn Leigh and Woolworths Haymarket have been attempted. These are some of the most prominent stores across Sydney and all these store locations attracts high number of customer footfalls. Thus, data has been collected successfully from several customers by means of asking them to fill in a survey questionnaire. 2.2 Sampling Technique Companies cannot collect entire data or scholar as large amounts of data leads to large amounts of analysis. Hence to ease the collection of data and analyse data successfully, sampling technique and procedure has been used. Sampling techniques is useful for collecting data from large population by attempting to gather data from a selected few. The scope of the current study has also made use of sampling technique by collecting data from 3 customers each from 5 stores of the Company. Though number of footfalls in these stores is high, yet the scholar has selected arbitrarily one young adult male, a female housewife and a working professional female for sampling procedure. For attaining better integrity with sampling procedure, simple stratified random sampling technique has been used. 2.3 Survey Questions Survey Questionnaire is the most integral part of data collection as it incorporates detailed analysis and understanding of various facts and figures. The aim of the study is to understand the current business level and satisfaction status of customers with that of various locations of Woolworths. Hence, keeping in mind the point of view a sample questionnaire was designed, which meant to be precise in form and not time consuming such that customers can understand and attain them easily. Below is an attached questionnaire provided to customers for gaining their inputs and feedback in regards to Woolworths and its businesses. Figure 1: Survey Questionnaire Source: Author 2.4 Analysis of Survey Questions The survey questionnaire was provided to various customers of the company to gain relevant feedback regarding the company’s progress. Data has been collected by the scholar through survey questionnaires such that it can attempt to meet specific requirements. While the questionnaire meant to collect as much of diversified data as possible but it has not been able to successfully achieve its aim. Diverse data collection requires collecting data from large section of the population. But in this case only 3 customers of each Woolworth’s store has been attended to.The survey questions were formed with the aim to figure if any differences exist amongst various stores of Woolworths. Also the aim of these questionnaires was to find the customer satisfaction levels of customers with employees. Analysis of results from the data collected reveals the following regarding the various questions attempted. Customer No. Woolworths Location Employee Feedback Rank Given Overall Satisfaction Level Customer No1 Woolworths Town Hall Good 2 Satisfied Customer No2 Woolworths Town Hall Not Helpful 3 Moderately Satisfied Customer_ No.3 Woolworths Town Hall Average Helpful 4 Very Satisfied Customer_ No.4 Woolworths Sydney Met Centre Not Helpful 3 Moderately Satisfied Customer_ No.5 Woolworths Sydney Met Centre Good 1 Very Satisfied Customer_ No.6 Woolworths Sydney Met Centre Average Helpful 2 Very Satisfied Customer_ No.7 Woolworths York (Metro) Rude 3 Satisfied Customer No. 8 Woolworths York (Metro) Good 4 Very Satisfied Customer No 9 Woolworths York (Metro) Not Helpful 1 Moderately Satisfied Customer No10 Woolworth Thorn Leigh Average Helpful 2 Moderately Satisfied Customer No11 Woolworth Thorn Leigh Good 5 Satisfied Customer No 12 Woolworth Thorn Leigh Average Helpful 4 Very Satisfied Customer No13 Woolworths Haymarket Good 3 Moderately Satisfied Customer No14 Woolworths Haymarket Average Helpful 2 Very Satisfied Customer No15 Woolworths Haymarket Average Helpful 4 Satisfied Figure 2: Survey Results Source: Author 2.5 Ethnography data about different locations of Woolworths: - Observation: - Woolworth town hall is at a very good location because it’s just near the town hall station. It’s near the central business district, central meeting place, transit station and shopping hub. This Woolworth is a grocery store (deli, beer, wine on basement level, snacks and drunks on the main floor, drug store and stationary on the first floor. This Woolworth is very neat and clean and all the products are divided in to separate sections so it’s very easy for customer to find the goods. All the staff members are very co-operative there because they are helpful like if someone doesn’t find the goods then they give there time and try find out. While observation I noticed that some people they don’t follow the rule regulations of shopping. They put the things from one section to another section like in the fruit section Royal gala apples were on discount on Saturday night but someone have put it in to another sections so it increase miss communication in between staff members as well as customers while paying the bills. Customer Experience: When I talked to the customer about the Woolworth experience then some have positive and some have negative experience. One of them said that there is not much options in thevegetarian sections, there was no tomato, no cheese even no mozzarella in the store but the just like the convenient location of the store that is near to the station. This store not have much grocery ranges but specials on the junk foods. Many customers they prefer that Woolworth is better than the Coles in the production and the selection of the goods. So overall most of the customers were satisfied from the Woolworth location but from their service they have some little bit issues but overall Woolworth is much better than other grocery stores. Observation: - Sydney met center, this Woolworths is not that big as compare to others. Most important thing is this Woolworth is located in the heart of Sydney CBD. People from work they come here to buy their lunch in their break time. Customer experience: - Most of the customers were very happy as I talked to them they said we come here every day to buy lunch and grocery. They said it’s easy for them to find everything they need. Crowd in this Woolworth was very good. It is one of the busiest Woolworth in Sydney CBD. Customers said staff is very helpful. If they need anything they couldn’t find it, staff always come and help them to finding the things. Customers believe that this Woolworth is cheaper than Coles, which is located in Wynyard. And this Woolworth is closed at 10 p.m. whereas Coles they close bit earlier than Woolworth. Some customers said this is essential for them but they wish it should be bigger because it has fewer sections than the other Woolworths. In the end, I can say that this store is convenient for those people who come her tobuy just small things like their breakfast and lunch. Overall it’s a good store. Observation: -Woolworth Haymarket, it is convenient store but it is not a big store and not fully stocked like others stores. I am very happy to go over there and find interesting aspects about Woolworth of Haymarket because this Woolworth has carefully arranged all products such that customers can easily avail them. Moving further, each and every member has been assigned with a specific role in the Woolworth. This does not mean that they do not have any involvement in others departments. All the staff members will always stay in contact with other members. Whenever other members needs help all the members will be there to help. Moreover, this Woolworth of Haymarket is student dominant supermarket due to its proximity to UTS and TAFE. They also provide 10% discount to students and free delivery for online users on first shop. Customer Experience: - during my conversation with customers I found that most of the customers was not happy because they told me in Woolworth of Haymarket don’t have lift for trolleys and they found inconvenience during shopping time Observation and customer experience: -I went to Woolworth Thorn Leigh to survey about the Woolworths store and their customer experience. First thing I notice everything was similar like other stores, different sections of different stuffs, clean and fresh products. I tried to talk with customers and workers there, employees was very helpful and supportive. They said the company is good with them and they are getting flexible working hours but nobody tells about their wages. Store was full with customers from different countries and I think they were shopping comfortably because everything is well stacked and nameplates in every rows. I talked with a old lady about her experience, she told me she is a customer with Woolworths from long time and satisfied with company's customer service and quality products. Furthermore I talked with some other customers about their view about store service, they all simply said pretty good, so I think Woolworths is providing good and quality service to customers. Analysis and Findings 1: Customer interview has been conducted from 5 most prominent stores of Woolworths in Sydney. Though Woolworths conducts its business in entire Australia and New Zealand data has been collected from 5 most prominent stores that records highest sales numbers. The results of the findings hence will be limited in number. Further as only 3 customers from each stores has been interviewed a broader understanding and perspective has not been reached. Analysis and Findings 2:Most of the customers going to stores of Woolworths at various locations of Sydney have high satisfaction levels. They find products diversity and other features of the store to be appealing compared to other retail stores which has resulted in their high satisfaction levels. The arrangement of the products at each store is also helpful in picking up an item. Analysis and Findings 3: Feedback regards to employees across various stores were mixed in nature. While some agreed to high levels of employee commitment levels and helping attitude, other complained that employees did not come forward to help. This disparity has resulted in disparity amongst satisfaction levels. Analysis and Findings 4: While answering the current status of Woolworths multiple customers responded by saying that it is one of the leading stores. Discounts, price levels, product availability are some factors that help customer maintain brand loyalty towards the Company. As Woolworths is a big private label brand hence its product availability is quite high and also the scope of products available. It has various tie-ups with various companies allowing for a large variety of products. Analysis and Findings 5: Analysis of findings regarding disparity in stores of Woolworths in suburbs and in city area reveals gaps. While the city stores of the Company are highly equipped and sophisticated, the suburb stores have a replenishment problem. There is often product unavailability in suburban stores which leads to low customer satisfaction levels. City stores have stocks available and even variety of product brands, whereas in suburban stores there is a huge gap and only a few brands of products are available at one point of time. Also stocks are refueled at intervals and in case a typical product is demanded then it has to be booked with the store manager in advance. Analysis and Findings 6: Each store of Woolworths has carefully arranged products such that customer can easily avail them. Each row and column of products has proper labeling which allows customers to easily avail products. Billing service time at each store is also different while the Company aims to reduce the same. While the store at Haymarkettakes longer time in billing resulting in delays, the York (Metro) store has reduced billing cycles resulting in faster delivery times. Each store has improved in their efficient management and faster delivery times to compete with an increasing number of retail brands in the market. 3.0 Recommendations and Conclusion Woolworths is a highly profitable company that is aiming to make its business prosperous. Analysis of customer interview and reviews reflects some minor deviations in type and quality of services rendered to customers at various locations of the organization. The Company’s branches have different products available for various stores as well. The sharp distinction was viewable from its rural and city store. While the central team and goal of the Company remains constant but its customer value changes rapidly in nature. The study has been affected in collecting various data but has certain shortfalls in regards to the following:  The study is limited to samples and its analysis. The study has not been able to incorporate wider section of the population for getting better results. As in case of voluminous data analysis would have been extremely complicated.  The data collection technique has not made use of SPSS and other tools for advanced data analysis. The data is mostly qualitative in nature hence its implications will also be limited.  The application of this data will be limited and can be applied to the scope of this research only. The collected can be applied and integrated for studies on Woolworths itself and cannot be enhanced to include wider scopes.  The scope of the data collected by the scholar is not validated. While the scholar has followed various measures such that ethical procedures can be integrated into the study, however the study has not been able to validate the collected data.  Data analyzed application cannot be extended to other retail chains. Thus, the scope of this study is limited in nature. Data has been collected from Sydney stores alone hence results cannotbe applied to other stores in Australia or New Zealand. Though all businesses have distinctive strategies for different locations, Woolworths need to evaluate similar performance in all its branches. In order to provide similar services and employee behavior the Company needs to adopt the following steps;  The Company needs to conduct an integrated training program that allows all employees to understand the importance of servicing customers. Relevant statistics and inputs needs to be provided in such training programs to overcome shortfalls.  Woolworth though diversified with its multiple stores needs to adopt similar product and branding strategies in all its stores. Similar branding and product availability will enable the Company to cater to specific customer segments only. IT might lead to customer dissatisfaction levels.  The Company needs to accommodate for similar service strategy by means of active employee participation and customer feedback. Customer feedback for each store on basis of some set parameters will help guide and form specific deliverables allowing for better service quality.