Questions below refer to the following chart and memo.
Customer Survey Results, March 2006
The following chart shows the results of a recent survey carried out over a four week period at six different branches of Buyways. Customers were given a form to fill in after they had finished shopping and were asked to consider the following reasons for choosing Buyways as their regular supermarket:
* Quality - Is quality of the products on sale a significant factor in choosing Buyways?
* Price - Are prices at Buyways competitive, and does this influence your decision to shop here?
* Range of products - Does Buyways offer a wide range of goods, and how important is this to you?
* Service - How important is service, and does this influence your decision to shop here?
* Advertising - Did you come here as a result of our advertising? If so, please specify. How important is advertising in shaping your choice of supermarket?
* Location - How important is location: distance from home/office, availability of other amenities, transportation, etc.? Please specify.
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Chart to show reasons for shopping at Buyways supermarkets, divided by age. |
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MEMO
To: Andy Gilbert, Jane Patel, Michael Alans
From: Jimmy McClellan
Re: Customer Survey
Date: April 3, 2006
The results of the survey have been tabulated, and this is what they look like. I'm reasonably satisfied, but on reflection, I think we should have worked the questions so that we got more detailed answers. For instance, it's not clear whether customers just don't care much about service, or whether they think we don't offer very good service. There's a pretty significant difference between the two. But anyway, I think it gives us something to base future advertising and promotional campaigns around. As age increases, customers claim that advertising affects their decisions less. So we might want to focus future campaigns on our younger customers. I'm not going to comment on everything here - I'll save that for Friday's meeting. However, I do want you all to look at the chart carefully and bring some concrete ideas with you on Friday.