Coding and Evaluation of Responses of KDS Stores Users - Research Proposal Example

RESEARCH CODING AND EVALUTION OF RESPONSES OF USERS OF KDS STORES Table of Contents Introduction 3 Scope of Research 3 Interpretation Approach 3 Motivation of Shoppers 6 Satisfiers and Dissatisfiers 6 Customer Expectations 7 Competition to KDS 8 Conclusions 8 Recommendations 9 11 Appendix 1: Coding Scheme 12 Appendix 2 13 Appendix 3: Interview Framework Chart 15 Appendix 4: Coded Interview Chats 17 Interview No: 1 17 Interview No: 2 20 Interview No: 3 22 Interview No: 4 24 Interview No: 5 26 Interview No: 6 29 Interview 7. Middle aged lady. 31 Interview 8. Middle aged lady (accompanied by husband.) 32 Interview 9. Middle aged lady 33 Introduction This report is a qualitative analysis of the research conducted into the Kingston Department Stores (hereafter referred to as KDS) and it provides an insight into the kind of consumer preferences and consumer desires in order to improve upon them. The essence of this report is to present important trends and patterns in the research. To this end, there will be a review of the important elements and aspects of the field work and this will be coded through a coding scheme that will lead to the presentation of a framework chart that will provide the parameters within which there would be analysis of the data in order to draw conclusions as well as the recommendations. Scope of Research This study will examine the fundamental motivations and the shopping characteristics of customers of Kingston Department Stores (KDS). The extract of the responses studied in this report covers a group of middle-aged ladies over 40 years who provided an array of responses. To this end, there are 9 out of a total of 60 responses that are critiqued and analysed with the view of achieving the following ends linked to various research questions: 1. Motivation of customers who use KDS; 2. Aspects of the store that encourage or discourage the use of the shop; 3. Customer expectations from KDS & 4. An evaluation of the kinds of competition KDS is facing Interpretation Approach As identified above, a research was conducted to identify the needs and expectations of customers of KDS. This report focuses on the main elements and aspects of the expectations of respondents who were over the age of 40. To this end, 9 out of the 60 interviews that involved these persons are critiqued and analysed in order to provide a conclusion. The interviews were mainly structured interviews with a series of questions that are presented to the respondents in an open ended fashion. Therefore, it was necessary to code the responses in order to get some kind of consistency in order to complete the findings. The interpretation culminated in the definition of important pointers that had major linkages to the fundamental pointers that are included in the data collection. This is depicted in figure 1 below: Figure 1: Linkage between Research Objectives and Research Questions Thus, in the process of collecting the data and gathering information, there were some linkages that were found in some elements found in the data mining process presented in Appendix 3. It was identified that some of the pointers were connected to each other and this can be interpreted in strong connections as well as broken linkages and connections to other elements. Motivation of Shoppers The vast majority of shoppers identified in M5 that their main reason for patronising the services of KDS is because of the value for money and diversity of products that are available to them. Another important reason that was given by these middle-aged respondents was the fact that there is convenience of their parking point and their parking places because there are many opportunities to move to the premises of KDS with ease and also park safely and walk to the mall without fears as the case might be in other places and other shops around London. The staff support and assistance was also identified as a major motivator. Thus, in ranking the importance of the main motivators, we have: 1. Availability of high quality and affordable products; 2. Convenience of parking area and proximity to a densely populated area; 3. Professionalism of staff members Minor motivations identified in this study included the fact that there are good changing rooms, specialised niches as well as now prices amongst other things. All these go to complement the main vision and fundamental motivations identified above. These motivations are confirmed by the extent to which some of the shoppers visit. Most of them visit at least once a month whilst others visit every week and some even visit each day. On each visit, most respondents spend a couple of hours at the premises of KDS. Satisfiers and Dissatisfiers The main satisfiers were somewhat linked to the fundamental motivators. They included matters like the fact that the products were of a high quality and there was a diversified stock base at the KDS shops. Additionally, there were submissions that included the fact that there were better parking areas in the shop. However, in terms of dissatisfiers, there were many matters and situations that indicated that there was room for a lot of improvement. The fundamental and central point of discontent is in the fact that some of the departments or product ranges of the shop were not properly managed. This is because the services and products they provided were below standard. Notable elements relating to this situation include electrical goods, furniture, garden furniture and shoes. The implication is that other competing firms and other competing organisations are more likely to make better offer and/or provide more specialised services that could get the customers to consider shopping from such shopping outlets in London. Another aspect of dissatisfaction included poor stocking whereby the goods were not often restocked and there were little or no new stocks. Finally, there was a general lack of space and a process through which there was overcrowding with the explosion of the population in the in the area. This is because the space was generally limited and due to the fact that there are more people, there are large numbers of people and little room for movement and manoeuvring amongst the customers. This led to long lead times and poor concentration by workers on customer needs and expectations. Customer Expectations The average middle-aged female shopper looked out for some products like household items and clothes. These were the main products that these shoppers concentrated on getting. The implication is that they prefer to come here to get electrical, furniture and other things they could use at home. The research also indicates that in situations where they needed to buy expensive products and/or products that are typically discounted at certain times of the year, most of the infrequent shoppers considered coming for the sale or waiting till there was a huge and a large discount. Therefore, price and affordability play a major role in the choices these shoppers make. Apart from the discounts, there are many of these middle-aged shoppers who come to get particular food items and/or have some coffee. These respondents somewhat have a taste for specialised products which they continue to consumer in all situations and matters. Competition to KDS There are many motivations that gets people to look at other shops. One of them includes situations where shoppers do not get products that consumers are expected. The main products that were identified in these situations include mature fashion, boots, bridal services and other specialised products. Another reason why consumers look to other shops is to identify products that are cheaper in different parts of the city. Other consumers look online for more options and this leads to comparisons and the quest for convenience. The main competing option that KDS has is the Internet and online shopping options. This is because the Internet provides a lot of information about products and it is more convenient and cheaper. Consumers can compare prices and they will not need to move around and check prices as they would do when they come to KDS. Two other options that were found to be productive and positive options are smaller corner shops that are quicker, easier to get to and convenient. Thus, these shoppers go out there to make some purchases in these nearby entities. The second option that exists are catalogues that provide products and prices that are presented to the consumers in their home. Hence they make choices on the basis of the products advertised on these sites and in these pages. Conclusions The main expectations the shoppers interviewed have are fundamentally household items and clothes. There are other specialised products like electrical items, furniture and household products as well as foods and other items of interest. The main reasons why the middle-aged shoppers interviewees visit KDS is that there is a wide diversity and there is an availability of high-quality and affordable products. This gives more shopping options and also allows for consumers to get value for money in their shopping activities and processes in the store. Secondly, location is another benefit and advantage that KDS has over other shops. Most of these shoppers who live nearby find it convenient to drive over to KDS. The convenience is supported by the fact that there is a good and a convenient parking area and this helps to make it a good and a positive place to carry out shopping. Finally, professionalism of the staff members make it a shopping centre of choice because KDS shoppers get the important assistance they need when they go up and request for assistance and support. Other matters like good changing rooms and special niches add up to the motivation. The main things the consumers consider to be important include diversified stocks, high quality products and better parking activities and processes. On the other hand, consumers are not so happy about some specialised products are not properly managed. Also, poor restocking methods and overcrowding provides a high level of dissatisfaction amongst the consumers. Finally, there is competition emanating from internet shopping options which are fundamentally presented to get consumers to purchase things that are on offer by a variety of shops. The strength of internet shopping includes the comparisons that can occur and the convenience that comes with purchasing online. Therefore, there are a lot of competitors that are opened to these clients in order to meet their choice desires and expectations. Recommendations In line with the observations and deductions in the research, the following recommendations are desirable for KDS: 1. KDS must focus on cutting down costs of products for these middle-aged female shoppers and they will have to provide important options and a richly diverse range of products to consumers in this class. 2. There should be a major attempt to improve the quality of parking in the shop. This will culminate in the promotion of security in the shops and possibly, an expansion of the shopping centre and area; 3. There must be a training and retraining of staff members in order to ensure that that the staff members become more professional and provide important guidance and help to consumers; 4. Diversity must remain a fundamental focus of KDS. This will help to provide more options for shoppers and also improve the quality standards and levels of the products and services; 5. There must be the review of some specialised sections of the shop that have come under criticism. There are electrical goods, furniture, garden furniture and shoes that these middle-aged ladies seek to get but they do not get them to the satisfactory standard in KDS. There is the need for KDS to get some specialised support and assistance in order to review their offerings and make changes in order to improve their options. 6. Restocking must be done and redone regularly in order to achieve good results. 7. There must be more sales if it is possible and these sales must seek to target KDS’ middle-aged female consumers; 8. Due to the specialised nature of this class of shoppers, there is the need for KDS to introduce a loyalty card system that can be used to proactively monitor the demands and expectations of KDS officials and improve this; 9. Finally, there is the need for KDS to invest significant amounts in the creation of an online and ecommerce portal. This is because Internet shopping is an important aspect of shopping amongst these consumers. Hence, there is the need for KDS to create an online system that will seek to satisfy the needs and expectations of these consumers and get them to shop as and why they need to do so. Appendix 1: Coding Scheme The following are relevant elements and aspects of the study relating to KDS B – Background B1: Background of Respondents S – Shopping Characteristics S2: Frequency of Shopping S3: Duration in Shop S4: Items of Interest M – Motivators M5: Major Reasons for Shopping at KDS M6: Minor Reason for Shopping at KDS C – Competition C7: Alternative Shopping Option C8: Dissatisfaction with KDS C9: Positive Views of KDS C10: Main Competitor Identified by Respondent Appendix 2 Code book Code label Name of the label Brief definition Full definition Comment B1 Background of Respondents Basic features of the respondents and their characteristics This is to show consistency and it is to identify the class of people interviewed in the study. Most of the respondents were Middle-Aged. They were mainly between 45 and 70 years. S2 Frequency of Shopping How often respondents come to the shop This is to ascertain how often a respondent visits on the basis of weeks, months and years. This is to help evaluate the motivation and the satisfaction level, albeit with a very low level of certainty. S3 Duration in Shop How long a respondent stays in the shop. This is to assess the level of interest of a respondent on the basis of how long she stays and the products she spends time observing. This gives clues on the customer expectations, motivations of shopping and satisfiers/disatisfiers S4 Items of Interest Get respondents to disclose the most fundamental items they come to the shop to seek. This provides a view of the most important products that the respondents come to KDS to get and the dimensions of what they really want. This provides a direct disclosure of the customers’ expectations and also provide some kind of views on the motivations for purchases. M5 Major Reason for Shopping at KDS This is to ascertain the primary factor that causes respondents to prefer to shop at KDS. The main pointer is to provide an idea of the core elements and the core activities of respondents in this age category. This is a direct view of the motivation of shoppers and customer expectations. M6 Minor Reason for Shopping at KDS This is to ascertain secondary factors and matters of interests for KDS shoppers This provides an insight into related matters and circumstances that gets respondents to visit KDS. This provides some insight into the motivation of shoppers. C7 Alternative Shopping Option To ask respondents if they have alternative items they want elsewhere. This provides a casual view of what consumers want that they cannot get in KDS. This shows information of satisfiers and dissatisfiers of the respondents and a direct view of the competition faced by KDS. C8 Dissatisfaction with KDS To ask customers what they consider to be wrong and negative amongst KDS The consumers can show what they do not like about KDS for it to be noted and provided for further analysis. This is to show a direct relationship to satisfiers and dissatisfiers. C9 Positive Views of KDS The respondents provide an insight into what they consider to be important and what keeps them returning to KDS The findings from this is to help to provide some kind of information about the best way and manner through which the positive views can be enhanced and promoted in order to provide better services by consolidating these positive ends. The positive views are positive and they must help to enhance. This is to provide information about the satisfiers. C10 Main Competitors Identified by Respondent This is to ask respondents to show the most likely point they will purchase what they do not get. This is because there are major problems and major matters that get respondents to improve. The fundamental competitors will help to provide an important guideline for the achievement of better results and for the tracking down of major competitors so KDS can improve. This is to add up to the competition section of the study. Appendix 3: Interview Framework Chart 1 2 3 4 5 6 7 8 9 B1 Background Middle-aged Lady Middle-aged Lady Middle-aged Lady Middle Aged Lady Middle-aged Lady Middle Aged Lady Middle Aged Lady Middle Aged Lady & Husband Middle Aged Lady S2 Frequency of Shopping Twice a month Weekly Once in a couple of months Not regular – Before Christmas and major sales 2-3 times a week Weekly 2-3 times a year -Window shop monthly Monthly Monthly S3 Duration in Shop A couple of hours All Afternoon No more than an hour As required Daily Other day -Under 1 hour A couple of hours A couple of hours A couple of hours S4 Items of Interest Household Items -Clothes Clothes or presents Household clothes Discounted products and sales Smoked salmon -Christmas sales -Daily products -Regular shopping -Electrical products -Foods -Christmas shopping Clothes Presents Items of household interest Personal items M5 Major Reason for KDS Value for Money -Nice Staff Structure and car park -Well stocked Availability of advice Assistance in major projects Family shopping tradition -Good staff Convenience -Proximity -Good company -Fine quality -Reasonable prices Convenience Proximity Affordable Spacious & a wide range of products -Underground Car park -Well stocked -Helpful staff M6 Other Reasons for KDS Complete Stock -Good car park Fair price -Changing Rooms Tidiness Quality of Garment -Experienced staff -Staff are helpful -Helpful staff -Affordable organic foods -Convenience -Sales with low prices C7 Alternative Shopping Options Mature fashions -Bridal service clothes Look to other shops where there are no stocks -Look for cheaper options Boots for better toiletries and collection of prescriptions West End and Kensington In the market -Second hand shops -Check prices online -Seek lower priced goods in other shops No Sometimes -Big community shop C8 Dissatisfaction Factors Absence of Large electrical goods Lack of spaces and poor arrangements Toiletries are not well sold & no prescriptions Currently crowded -Lack of variety -Shoes: huge quality variations Lack of kitchen goods -Never buy clothes No garden furniture sold -New stock not frequent C9 Satisfaction Factors High Quality products Wide range of products - Pretty good range of products Proximity -Large variety of clothes and personals C10 Competition Internet; Cheap, comparison, Delivery Similar sized shops Catalogues & Online Nice shops and comfortable places Internet -Internet shopping Not really Appendix 4: Coded Interview Chats Interview No: 1 Middle aged lady B1 (daughter and grandchild). Jan 5th 2005, 10.30 am. 1. How often do you shop at KDS? - prompts: weekly, monthly, twice a year Well it varies quite a lot. Sometimes I may come in three or four weeks S2 running, Christmas time you know. Other times maybe not for a month. I suppose perhaps 20 odd times a year, could be more I try not to count! 2. Why do you shop at KDS? - prompts: buying/browsing; range of / quality of products; convenience - parking; product range/quality; transport links; staff - knowledgeable, polite/helpful; goods - price / variety / quality; other aspects of shopping e.g. till queues, café, lifts, toilet etc. facilities Ooh thats a difficult one….. Well I think it probably the best store in town, quality C9 I mean, youre made to feel as though youre important. Can I ask what you mean by quality? Products, you stock the better names, but price is important as well. I suppose what I mean is value for money M5. I dont mind paying a bit extra as long as I feel there is value. Not only quality of products though, the staff are nice M5 as well, helpful - well usually, some seemed to be a bit fed up just before Christmas. Are there any other reasons you shop here? I know that I can usually find what I want here M6 - I dont have too much time to trail from shop to shop so if I can get most of my shopping in one place it helps. I also like to be able to park my car close by M6and the car park is good. As you can see I have my grand-daughter with me and its nice to have undercover parking with the spaces big enough to get the pram in and out of the car. What else… well I do like to be able to have a cup of tea! 3. How long do you normally spend in the store? A couple of hours S3 unless Ive just popped in to pick up a specific item - it was curtain rings once, I didnt buy enough the first time I came in. So it depends - sometimes I get some things in here then pop over to xxx to check it out, just to be sure youre not charging me too much 4 What do you typically buy / come to buy at KDS? Things for house, bedding, curtains.S4 We just re-decorated our bedroom and you had a much better selection of curtain fabrics here. I did go up to town but I didnt really see anything I particularly liked and everywhere was so busy and by the time Id put up with London transport I was pretty fed up anyway - it made it such a long day. I also look at clothes S4 dont always buy, I think you aim for the young and older market and forget that people of my age want style without being too with it but we are not quite ready for the granny look yet. 5. Do you also look elsewhere for the things you have come here to buy? -prompts: internet use; rival stores - reasons for choosing. This question not asked as already covered. 6. Are there any products/range of products not currently stocked that you would like to see introduced in KDS? - prompts: (as Why) Well as I just said I think your fashions for mature C7 working women needs a bit of an overhaul but other than that about right - oh there is one thing, my other daughter is getting married and you dont have a complete bridal service, dress, veil, shoes, underwearC7 7. Are there any products/ranges currently stocked that you never consider buying from KDS? Why? - prompts - similar Large electrical goods C8, I do come here to look them over but then I order from the internet, the price is usually better and Ive used one company that will give a very specific time-slot for delivery C10. There is nothing that annoys me more than being told Tuesday but no idea when on Tuesday. Shops seem to forget that most of us go out to work or have other commitments. Other things if you have what I want I buy it. Interview No: 2 Middle aged lady. Jan 5th 2005, 11 am. 4. How often do you shop at KDS? - prompts: weekly, monthly, twice a year Every week, Saturday afternoon S2, I make it an outing, my husband watches the football on the television and I enjoy the opportunity to have a good browse, try things on. He gets fed-up if he is with me and expects me to make instant decisions. 5. Why do you shop at KDS? - prompts: buying/browsing; range of / quality of products; convenience - parking; product range/quality; transport links; staff - knowledgeable, polite/helpful; goods - price / variety / quality; other aspects of shopping e.g. till queues, café, lifts, toilet etc. facilities I like being able to wander around without having to go outside M5- I hate having to wear a heavy coat and I can come in wearing something fairly light if I drive and park in here. You say that you like to browse, do you usually buy something as well? Almost always, something takes my fancy M5- I suppose Im a bit of an impulse buyer. If I see something I like I try it on and if it fits and isnt too dear then Ill buy it. Are there any other reasons you shop here? I like to feel I pay a fair price M6, the stock changes quite frequently and as Im a bit on the large size Im pleased that you stock things for real women not just the skinny ones! The changing rooms M6 are nice and the staff dont pounce on you, they give you time to look around. 6. How long do you normally spend in the store? All afternoon S3, I usually have a snack in the middle, sometimes a friend meets me in the coffee shop and afterwards we have a look round together. 5 What do you typically buy / come to buy at KDS? Mainly clothes or presents for the family S4. If it household then my husband likes to be involved and he prefers out of town shopping - hed rather buy a sofa from a specialist shop. Why do you think that is? Probably so he doesnt have to look at anything else! 5. Do you also look elsewhere for the things you have come here to buy? -prompts: internet use; rival stores - reasons for choosing. Depends on my mood, if the weathers nice C7 Ill have a wander around the other shops and I hate waiting for anything. If something is out of stock I cant be botheredC7 to order it so Ill try XXXs. Then sell similar thingsC10. As that is the case can you tell me why you shop in KDS in preference to X? Xs is always a bit of a muddle and the spaces between the rails are very narrow so I always feel crowed, its much more spacious in KDS C9. 7. Are there any products/range of products not currently stocked that you would like to see introduced in KDS? - prompts: (as Why) Not reallyC8, your wide range is one of the reasons I shop here. 7. Are there any products/ranges currently stocked that you never consider buying from KDS? Why? - prompts - similar Only if I know can get it much cheaper elsewhereC8, anything big I always check on the internet. Interview No: 3 Middle aged lady. Jan 5th 2005, 11.30 am. 7. How often do you shop at KDS? - prompts: weekly, monthly, twice a year Every couple of monthsS2, Im not a shopaholic - I only go shopping when there is something I really need and I really prefer to buy from a catalogue or onlineC10 so that I can avoid the crush. 8. Why do you shop at KDS? - prompts: buying/browsing; range of / quality of products; convenience - parking; product range/quality; transport links; staff - knowledgeable, polite/helpful; goods - price / variety / quality; other aspects of shopping e.g. till queues, café, lifts, toilet etc. facilities Im most inclined to come here if I need adviceM5 about something. Can you give me an example of the sort of advice you require? If it’s a major projectM5, like refurbishing the lounge, I like to be able to talk to someone about the quality of the various makes - someone who knows what they are talking about. I also like to be able to put things togetherM5 to see how they go -a bit of curtain fabric against the upholstery. We did this last year and I found the staff really helpful, they didnt make me feel as though I was being a nuisance or try to rush me into a decision. We bought most things for the room from here and I would do that again. Are there any other reasons you shop here? Its always tidyM6, you never see things left lying around, the toilets etc are nice. 9. How long do you normally spend in the store? Unless it something like the lounge then in and out as quickly as possible - no more than an hourS3. I hate queuing, some stores there always seems to be delays at the till - sometimes Ive put thing down and left. 6 What do you typically buy / come to buy at KDS? Household, clothesS4. 5. Do you also look elsewhere for the things you have come here to buy? -prompts: internet use; rival stores - reasons for choosing. As I said I look on the internetC10 etc and I sometimes go to specialist shops but this is my usual choice for a department store. 8. Are there any products/range of products not currently stocked that you would like to see introduced in KDS? - prompts: (as Why) NoC7. 7. Are there any products/ranges currently stocked that you never consider buying from KDS? Why? - prompts - similar ToiletriesC8 - Boots is better and I can collect a prescription at the same time. Interview No: 4 Middle aged ladyB1. Jan 5th 2005, 1.30 pm. 10. How often do you shop at KDS? - prompts: weekly, monthly, twice a year Not oftenS2. I only come here when I need to buy something. I’m not one of those people who’re constantly buying things. I have better things to do with my time. - do you remember when you came in last? That was just before ChristmasS2. I’ve come to return something that I don’t need now. 11. Why do you shop at KDS? - prompts: buying/browsing; range of / quality of products; convenience - parking; product range/quality; transport links; staff - knowledgeable, polite/helpful; goods - price / variety / quality; other aspects of shopping e.g. till queues, café, lifts, toilet etc. facilities I can’t really say. I suppose because I used to come here with my motherM5. It was such a nice place in those days – a classy shop where the staff knew how to treat you properlyM5. So I suppose it’s a kind of habit, though I wouldn’t normally say as such. - is there anything that strikes you now about the shop compared say to other shops? Well … - as you can see there’s rather a crowdC8; lots of young women with small children crawling around. A bit noisy, almost like a market place now. And the café is always full – it’s so difficult to find somewhere quiet to rest these days when you’re out shopping. - what about other aspects of the shop – the goods, the staff, and so on? There’s not the varietyC8 there used to be when I was young. These days you can only find the same things wherever you go unless you go up to the West End of London that is. And even that’s becoming rather cheap these days. But its useful when you’re in a hurry and not too particularly about what you want. I came in before Christmas to get a last minute gift for my niece – a nice hat with lacy trim – you see showing the hat. Then I found she’d got an identical one already – bought in on the internet her man-friend said. You see what I mean about the same things turning up everywhere. So I’ve come to see if they’ll take it back as its not been touched. 12. How long do you normally spend in the store? Only as much or as little as necessaryS3 – there’s not much here I would like for myself you see. 7 What do you typically buy / come to buy at KDS? [question 4 omitted as irrelevant in this context] 5. Do you also look elsewhere for the things you have come here to buy? -prompts: internet use; rival stores - reasons for choosing. Well as I said before I don’t normally come in here, and I only came in in a hurry just before Christmas. If I was buying a hat for myself I would almost certainly not come here. I would go to the West EndC10, or perhaps to Kensington – there’s a lot of nice little boutiquesC10 opening up there, though they do close soon with depressing frequency. - why in particular would you choose those shops? The quality and styling of the garmentsM5 in those kind of shops is far superior to anything you can get around here. And for the most part the staff are extremely polite and courteousM5 – they treat you like a lady, not just someone else in the queue as they do in most of the shops. Then the staff are often more experienced M5, unlike the young girls in here who only seem interested in polishing their nails, or talking across the counter to each other. 9. Are there any products/range of products not currently stocked that you would like to see introduced in KDS? - prompts: (as Why) 7. Are there any products/ranges currently stocked that you never consider buying from KDS? Why? - prompts - similar [questions 6 and 7 omitted as the answers are self-evident] Interview No: 5 Middle aged ladyB1. Jan 5th 2005, 2.30 pm. 13. How often do you shop at KDS? - prompts: weekly, monthly, twice a year Well I usually come in here two or three times a weekS2, though to tell the truth I don’t always buy anything. There’s nothing wrong in that is there? I sometimes have a tea if I feel like it. Then sometimes I come in with my friend – she’s gone off on holiday this week, to Majorca. We go round the store looking at all the new things, and at what people are wearing. - apart from shopping at the café, can you remember what other kinds of things you might have bought here recently? I sometimes buy a little smoked salmon from the food counterS4 – I’m very partial to smoked salmon, and they seem to have a good quality variety here. I think I bought a handbag last year, though that might have been over the road at BHS. This one you see – do you think they would have sold this kind here? No. I thought not. But I might have bought it here. If my friend was here she would have been able to tell you. Then I came in just after Christmas, for the salesS4 – its always a good idea to come here as soon as you can for the sales, though these days the sales start long before Christmas don’t they? I bought one of those German Christmas cake things, I think, and some nice crackers that’ll do for next Christmas – I’ve put them in the cupboard under the stairs. My friend bought a new transistor as her’s had been stolen last month, and she bought some new shoes to take on holiday. 14. Why do you shop at KDS? - prompts: buying/browsing; range of / quality of products; convenience - parking; product range/quality; transport links; staff - knowledgeable, polite/helpful; goods - price / variety / quality; other aspects of shopping e.g. till queues, café, lifts, toilet etc. facilities Well its very convenientM5 – I live just round the corner you see. I’ve lived there all my life, it was my parent’s houseM5 as well. Especially when it’s cold it’s nice to come in here and keep warm. I used to go to the Library but now its not so warm as it used to be – cuts in the Council funding they said. And there’s always lots of people about – its nice to see young mums with their children running about at weekendsM5. It’s quieter in the weekdaysM5 you see – more people like myself, except at lunchtimes when all the office people come in. And the staff are always very nice and polite – there’s Rose on the tills in haberdashery, she always says hello, and Robert in the kitchen store always smiles. Once though I had a nasty shock when a new security man thought I was trying to steal things – I’d never do anything like that and the manager knew I wouldn’t so the young man was told off and I think he left soon after. I could tell them a thing or two about how people steal things – with being here so much you get to see all sorts of things you don’t normally notice. - what about other aspects of the shop – the goods, and so on? Oh the goods here are all fine qualityM5, certainly for the area. This used to be a very high-class shop you know – my mother and I would walk past it, but we never went in. Then a few years ago it was renovated, and now it’s a much more friendly place to go to. The prices are quite reasonable tooM5, though if I’m shopping for food I generally go down to the market. Sometimes if you come in late you can get a good bargain[discounts]M5 on the meat counter as they have to sell things off. 15. How long do you normally spend in the store? Well it dependsS3 what else I’ve got on in the day. My husband’s retired you see – had to stop work early, but then he usually goes out playing golf. So when he’s out I generally come in here. It I’m just shopping for something and I’m in a hurry then of course I don’t spend much time. 8 What do you typically buy / come to buy at KDS? Well as I said, I bought some nice cake in the Christmas saleS4, and I probably bought this handbag here. I nearly always get a cup of coffeeS4. Nothing regular you see – just odd things when I need themS4, and its convenient. You see if I need some biscuits, or some vegetables, and the market’s closed, or it’s too wet and windy, then I pop in here even though it might be cheaper at the market. I get the odd present, but that’s not often, for my aunt – she likes nicely scented soaps, and there’s usually a good selection here that’s not too expensive. 5. Do you also look elsewhere for the things you have come here to buy? -prompts: internet use; rival stores - reasons for choosing. Well like I said, I shop around, usually in the marketC7. I’m not a big shopper, - cannot afford it for one thing, living on a pension and my savings. I’ve heard you can get things cheaply on the internetC10, but I wouldn’t know how to go about that. Someone at the Library said they could show me, but there’s always these youngsters on the computers there. 10. Are there any products/range of products not currently stocked that you would like to see introduced in KDS? - prompts: (as Why) I can’t think of anything. There’s always a lot of choice here, though some of the things are a bit on the pricey side. The staff are very helpful thoughM6. 7. Are there any products/ranges currently stocked that you never consider buying from KDS? Why? - prompts - similar Well I wouldn’t ever buy any furniture – there’s a good little second-hand shopC10 on the other side of the river where we’ve always been able to find a good bargain. Its wicked what some people throw out – the quality of some of the things we’ve got there, and it only takes a bit of new cloth or some polish to make it good as new. Interview No: 6 Middle aged ladyB1. Jan 5th 2005, 3.30 pm. 16. How often do you shop at KDS? - prompts: weekly, monthly, twice a year We come once a weekS2, maybe once a fortnight, I think. Now you come to ask I’m not certain! (Laughs!). I don’t usually think about it! 17. Why do you shop at KDS? - prompts: buying/browsing; range of / quality of products; convenience - parking; product range/quality; transport links; staff - knowledgeable, polite/helpful; goods - price / variety / quality; other aspects of shopping e.g. till queues, café, lifts, toilet etc. facilities Most things really. We come here to do our regular shopping, particularly groceries and other provisionsS4 – stocking up the freezer and the like. Oh, and then there’s Christmas shoppingS4 – we did all our food shopping here, and bought a lot of the presents as well – there’s a wide range of things here you can buy that are suitable for ordinary presents. - what makes you choose to come to KDS for those kinds of things? I suppose we’ve always come here since we moved into the areaM5. There’s good car parkingM5, and if my husband’s using the car, I can always pop along on the bus. - if say a new neighbour asked you where to shop, would you say KDS has anything to recommend it apart from the parking? The staff are generally helpfulM6, though sometimes on a weekend or in holidays there’s a lot of temporary staff who don’t seem to know what they’re doing, and who spend a lot of time lounging around. But the regular staff are very good on the whole – help you with advice, including which things to avoid buying! Perhaps I shouldn’t have said that. I hope I won’t get anyone into trouble. I’ve not had any problems with the quality of the goods, particularly food. You see we’re very into organic food, and they have a good selection here at reasonable pricesM6. Those Farmer’s Markets are supposed to be good for that, but in my experience they’re not any cheaper than here, and sometimes the quality is worse. What else? Its quite a nice place for a coffee with the new coffee shop they’ve opened last year, so I suppose that’s something else to recommend the place. 18. How long do you normally spend in the store? Really only as much or as little as I have to. I don’t like hanging around more than I have to. The new checkout systems they have here are good – very fast, and very little queuing. Of course it depends what you’re buying. Last year we bought a new hi-fit, for instance, and we must have spend a good hour [Infers Under 1 Hour] S3 or so in the shop looking at some models and prices. And when we bought the sofa-set a few years ago we also spent a lot of time thinking about it. So to answer your question – it dependsS3 on the kind of thing we’re buying. 9 What do you typically buy / come to buy at KDS? Well like I’ve said, its mostly foodS4, and then on occasion things like electrical goodsS4, furnitureS4 and so on. 5. Do you also look elsewhere for the things you have come here to buy? -prompts: internet use; rival stores - reasons for choosing. Oh yes. The internet’s a great placeC7 to look around for things and compare them. But there’s no substitute for actually looking at something and seeing what its like, how big it is, pressing the buttons. The same we sometimes go to other shops and look there if they haven’t got the model we’re interested in here. Then we get the shop to order itC7 and they’re usually very good at that. - you mention internet use – do you buy goods over the internet at all? Well to tell you the truth we’ve also begun coming in here to look at things, and then buying them on the internetC10. Its nice having the service you get here, but when you think about saving say £50 or so then you’d be silly not to buy it on the internet, now that’s got more reliable. 11. Are there any products/range of products not currently stocked that you would like to see introduced in KDS? - prompts: (as Why) They’ve got a pretty good range of things – no not reallyC9. 7. Are there any products/ranges currently stocked that you never consider buying from KDS? Why? - prompts - similar I suppose shoes is something we regularly buy that I’ve never bought hereC8. I’ve looked at them, but there’s not the range and the quality is either too highC8, or too shoddy. One shop can’t supply everything you might need, and for shoes there are so many shoe shops around here its better to go there for choice and variety. Interview 7. Middle aged lady. 1. How often do you shop at KDS? - prompts: weekly, monthly, twice a year Only about twice a yearS2. I usually come at Christmas and then again for the sales - winter and summer so I suppose that 3 times a yearS2. 2. Why do you shop at KDS? - prompts: buying/browsing; range of / quality of products; convenience - parking; product range/quality; transport links; staff - knowledgeable, polite/helpful; goods - price / variety / quality; other aspects of shopping e.g. till queues, café, lifts, toilet etc. facilities Obviously when its sales time then Im here to save moneyM5. I will have come before the sales if Im looking for something in particular, say some new curtains, to see if you have what I want and then I will come in and get it. You said that you only come in three times a year, is that when you look around? No, you asked me how many times I come to shop - thats when Im buying something, I also come just to browse - perhaps once a monthS2. Is there anything about the store or the products that makes you want to come here? I find it quite convenient hereM6. I dont feel hassled and I like the range of goods that you offer - particularly in the home furnishings area. At Sales time the price is right as wellM5. 3. How long do you normally spend in the store? If Im browsing a couple of hoursS3, Christmas shopping longer - maybe the whole afternoonS3 by the time I stop for a coffee. Sales time as quickly as possible because Im not very good with the pushing and shoving. 4 What do you typically buy / come to buy at KDS? Not asked as already covered. 5. Do you also look elsewhere for the things you have come here to buy? -prompts: internet use; rival stores - reasons for choosing. Yes I always check prices and if someone else has the same thing or something else that I like that is better value then I go thereC7. 6. Are there any products/range of products not currently stocked that you would like to see introduced in KDS? - prompts: (as Why) You dont stock much in the way of kitchen goodsC8 that I like but I cant think of any particular range that I would suggest you stock. 7. Are there any products/ranges currently stocked that you never consider buying from KDS? Why? - prompts - similar I never come here to buy clothesC8 - you are just like all the other big stores, the stock is all the same. I go to small shops where I can get something that everyone else wont know exactly how much I paid for it or even worse find that everyone else is wearing. Interview 8. Middle aged lady (accompanied by husband.) 1. How often do you shop at KDS? - prompts: weekly, monthly, twice a year About one a monthS2. We can always think of something we want to buy. 3. Why do you shop at KDS? - prompts: buying/browsing; range of / quality of products; convenience - parking; product range/quality; transport links; staff - knowledgeable, polite/helpful; goods - price / variety / quality; other aspects of shopping e.g. till queues, café, lifts, toilet etc. facilities Its the best shop in town. How do you mean, the best? Well, its spacious and you stock a wide rangeM5 of goods. I can come in here and know that I will probably be able to find what I want. I dont really like trailing from shop to shop. Perhaps I shouldnt say this in front of my husband but Im not prepared to spend hours looking just to save a few pounds. 3. How long do you normally spend in the store? Perhaps a couple of hoursS3, if Im trying on clothes then it may be longer, especially if its for a special occasion. My husband will wander down to the book section while I make up my mind. He says its just to look but Ive never known him not to buy at least one book. I think its those armchairs strategically placed that does it! 4 What do you typically buy / come to buy at KDS? Apart from clothesS4 and books presents for the grandchildrenS4 and anything I need for the houseS4 - in fact probably everything you sell. 5. Do you also look elsewhere for the things you have come here to buy? -prompts: internet use; rival stores - reasons for choosing. Not reallyC10. 7. Are there any products/range of products not currently stocked that you would like to see introduced in KDS? - prompts: (as Why) Id like some new garden furnitureC8 but you dont sell that. 7. Are there any products/ranges currently stocked that you never consider buying from KDS? Why? - prompts - similar NoC7. Interview 9. Middle aged lady 1. How often do you shop at KDS? - prompts: weekly, monthly, twice a year MonthlyS2 4. Why do you shop at KDS? - prompts: buying/browsing; range of / quality of products; convenience - parking; product range/quality; transport links; staff - knowledgeable, polite/helpful; goods - price / variety / quality; other aspects of shopping e.g. till queues, café, lifts, toilet etc. facilities I can park in the underground car-parkM5 and come straight into the store so its very easy. You stock my sort of thingsM5. The staff are helpful M5- I think that is really important you know. Some shop staff are just so off-hand, I like to feel that they know what they are talking about and that they have the time to help me. 3. How long do you normally spend in the store? Perhaps a couple of hours, no more than thatS3. I usually come in your late night opening after I finish work so that rather limits my time just to wander around. It means that I just go what I want to get and make a decision rather than having re time to browse around. 4 What do you typically buy / come to buy at KDS? Things for my-selfS4. Im on my own so if I want something then within reason I can have it. 5. Do you also look elsewhere for the things you have come here to buy? -prompts: internet use; rival stores - reasons for choosing. SometimesC7. Where else would you normally look? There is a nice new store in XXXXC10, its bigger than here and somehow it seems more of an outing to go there. Can you tell me what makes it more of an outing for you? Because its further away its more of an effort to go and it will be on a day offC7 or at the weekend - They have a nail-bar there and thats how I finish the trip off. 8. Are there any products/range of products not currently stocked that you would like to see introduced in KDS? - prompts: (as Why) No, I only look at clothes and personal thingsC9 and you seem to have plenty of those. Mind you I would like you to have new stock in more frequentlyC8. 7. Are there any products/ranges currently stocked that you never consider buying from KDS? Why? - prompts - similar Not asked as already covered.. Read More