RETAIL MYSTERY SHOPPING

Retail Mystery Shopping

Retail Mystery Shopping

Part - 1 Questionnaire

Please indicate your gender:

Male ( )Female ( )Prefer not to say ( )

What is your age group?

18-29 ( )

30-39 ( )

40-49 ( )

50-59 ( )

Over 60 ( )

In scale of 1 to 5 (1 - highly satisfied to 7 - highly dissatisfied), rate the following determinants:

Price Of Goods

1.Highly Satisfied

2.Satisfied

3.Neutral

4.Not Satisfied

5.Highly Dissatisfied

Retail Store Ambiance

1.Highly Satisfied

2.Satisfied

3.Neutral

4.Not Satisfied

5.Highly Dissatisfied

Attitude of Staff

1.Highly Satisfied

2.Satisfied

3.Neutral

4.Not Satisfied

5.Highly Dissatisfied

Shelving Criteria

1.Highly Satisfied

2.Satisfied

3.Neutral

4.Not Satisfied

5.Highly Dissatisfied

Range Of Products

1.Highly Satisfied

2.Satisfied

3.Neutral

4.Not Satisfied

5.Highly Dissatisfied

Quality Of Products

1.Highly Satisfied

2.Satisfied

3.Neutral

4.Not Satisfied

5.Highly Dissatisfied

Product Information

1.Highly Satisfied

2.Satisfied

3.Neutral

4.Not Satisfied

5.Highly Dissatisfied

Product Display

1.Highly Satisfied

2.Satisfied

3.Neutral

4.Not Satisfied

5.Highly Dissatisfied

Lighting Standard

1.Highly Satisfied

2.Satisfied

3.Neutral

4.Not Satisfied

5.Highly Dissatisfied

Ease Of Finding Goods

1.Highly Satisfied

2.Satisfied

3.Neutral

4.Not Satisfied

5.Highly Dissatisfied

Part - 2 Administration of Survey

The five retail stores that were surveyed through mystery shopping are listed below:

Baltimore Markets

Big Apple

Harold D. Coffey Groceries

Country Club Markets

Food Mart

These five grocery retail stores were shopped as a mystery shopper and the questionnaire was distributed amongst thirteen respondents from each retail store making a sum of sixty-five respondents overall. The response was gathered and compiled which is elaborated in the next part.

Part - 3 Survey Results Compilation

As there were sixty-five respondents who participated in this research, from the result it is observed that the ratio of male and female is almost same which means that the number of females and males who participated in the research were in equal proportion. Hence, we can say that the research gives good idea about the perception of both the genders equally. Thirty respondents who participated in the research were in the age group of 18 to 29, and thirty-five respondents were in the age group of 30 to 39. The results showed that the majority of the respondents who participated in the research fall in the age group of 30 to 39 years. Furthermore, it can be assumed that respondents who participated in the research had a rational decision power and were mature enough to express their opinions and perceptions.

Price of Goods

In the survey of Baltimore Markets retail store, 7 out of 13 respondents felt satisfied with the prices of goods available at the store. 3 respondents felt dissatisfied, while 3 remained neutral which shows that they were neither satisfied nor dissatisfied.

In Big Apple retail store survey, 10 out of 13 respondents felt satisfied with the pricing of the store. 2 respondents felt dissatisfied and 1 respondent showed a neutral response.

In Harold D. Coffey Groceries survey, 6 out of 13 respondents felt highly satisfied with the pricing of products at the store and the remaining 7 respondents felt satisfied. No respondent was found either dissatisfied or neutral in terms of pricing of products.

In the survey of Country Club Markets retail store, 9 respondents felt satisfied with their pricing, 3 respondents felt dissatisfied, while 1 respondent felt highly dissatisfied.

In Food Mart retail store survey, 11 out of 13 respondents felt highly satisfied with the prices of goods available at the store. The rest 2 respondents felt satisfied with their pricing.

Retail Store Ambiance

In the survey of Baltimore Markets retail store, 5 out of 13 respondents felt ...