IMPACT OF SELF SERVICE ON THE PERFORMANCE OF SUPERMARKETS
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IMPACT OF SELF SERVICE ON THE PERFORMANCE OF SUPERMARKETS
Chapter one
INTRODUCTION
1.1 Background of the Study
Prior to contact with the colonial master, marketing, particularly in the Nigeria region, was centred on a barter system. However, as society and industry have gotten more dynamic and sophisticated, there is a greater demand for innovative marketing procedures, including those in supermarkets.
The most prevalent orientation or philosophy that has pervaded thought and inspired decision and action among marketing personnel is marketing concepts; simply expressed, according to the notion,
consumer satisfaction is the overarching purpose of company. This elevated the consumer to the status of a monarch, serving as the focal point of all marketing efforts. Most supermarkets use this notion to conduct research on their stores.
This experiment will investigate how self-service and consumer happiness effect product purchases at Cyril supermarket.
I’ll also look into whether the repeated failure/closure of numerous Nigerian supermarkets is related to a lack of consumer happiness.
Another item to consider is supermarket man in relation to economic elements such as high inflation, changing customer tastes and preferences, buyer behaviour, server competition, and hypereconomic change in Nigeria.
In light of the foregoing, persons involved in the supermarket business must make numerous judgements in order to succeed. They must ensure that there are no gaps in the implementation of the decisions made.
These decisions include what products to stock, why they should be carried, and where the store should be located. Such judgements necessitate a comprehensive review of the stocks to be carried. As a result, supermarkets are both tough and hazardous businesses.
A supermarket that lacks behind the facade of these facts has itself to blame when a disaster occurs.
Thus, given the competitive nature of supermarkets, numerous marketing methods are used to capture the attention of customers, including self-service.
Thus, the primary goal of this research is to investigate the effects of self-service on supermarket performance.
1.2 Statement of Problem
The number of corporate supermarkets operating in Abakaliki metropolis has expanded dramatically, but has this resulted in a more effective and efficient delivery of service to customers?
The fundamental issue here is not simply providing services, but also making clients feel valued and recognised.
Customers have traditionally been known to buy at supermarkets that are most handy for them. The convenience is obtained from the vast choice of items exhibited in the shop, allowing the buyer to easily access the goods he wishes to purchase.
Corporate supermarkets face numerous hurdles as they strive to improve their sales performance. One of these problems is how well clients are served.
Self-service concerns include shrinkage and product deterioration caused by customer handling.
Survival of the fittest is now taking place in corporate supermarkets, particularly in Abakaliki metropolitan. More supermarkets are opening up and existing ones growing.
To survive, the fittest must apply managerial skills responsible for identifying, anticipating, and pleasing customers, which are at the forefront of corporate thinking, as well as approaches that allow the notion to be successfully executed.
Recognising the aforementioned characteristics, there are several unresolved concerns about self-service in supermarkets. They are:
1. Self-service is not the only feature that attracts customers to a certain supermarket.
2. Other marketing activities or services, such as low prices, discounts, delivery, guarantees, credit, and display, contribute far more to sales volume than self-service operations.
3. The general layout of the supermarket scares some customers who prefer to purchase at local markets. The consistency with which customers handle things deteriorates their quality.
As a result, it is critical to conduct research to determine the extent to which the characteristics described above influence supermarket self-service strategies.
1.3 Objectives of the Study
The study’s aims are as follows:
1. To determine whether clients prefer the self-service technique over the traditional haggling system.
2. Determine whether the self-service method leads to an increase in sales volume.
3. Determine whether supermarkets perform better than establishments that do not use self-service strategies.
4. Determine whether supermarkets in Abakaliki provide the same dynamic service as overseas ones.
1.4 Hypothesis.
The following hypotheses will be tested.
Consumers do not have a positive opinion of Cyril supermarket’s self-service.
Hi: Cyril supermarket’s self-service is seen positively by customers.
Ho: The self-service technique employed by Cyril supermarket had no favourable impact on the shop’s sales volume.
Hi: The self-service technique employed by Cyril supermarket has a positive impact on the shop’s sales volume.
1.6 Significance of the Study
It is a fact that in any sector of human activity, development is gained by learning about what people do, why they do it, the consequences (bad or good), and whether adjustments are required. Self-service has a significant impact on Cyril supermarket’s sales success.
The findings of this study will be valuable in the successful marketing of goods and services by participating supermarkets.
The discovery will also be extremely useful as a source of knowledge for supermarket owners, as little work has been done in correlating the quantity of self-service performed in supermarkets with the financial benefits achieved.
The use of self service as a sales tactic has helped Cyril supermarket owners understand to some extent why their consumers reject or embrace self service, which leads to pleased or unsatisfied financial demands.
Academics and customers profit as well. Academics will gain since it broadens their knowledge of the motivating elements behind self-service as a sales technique in certain supermarkets.
This is a sophisticated, multidimensional study. It will contribute to the current body of knowledge in administrative science and literature on self-service in supermarkets in order to keep up with the changing trends in marketing society.
The researcher’s motivation for doing this study is to assist managers in identifying areas for improvement in the performance of supermarkets in Ebonyi state, as well as to recommend strategies to improve. It will also emphasise the importance of self-service in retail operations.
Furthermore, the researcher will benefit much from doing the study because of the expertise he will gain from participating in the project work.
1.6 Scope of the Study
The scope of this study includes all supermarkets in Nigeria, with Cyril supermarket serving as a case study.
1.7 Definition of Terms
The terminology used in this study should be understood to indicate the following.
Marketing
Marketing is a sociological process that allows individuals and groups to achieve what they need and want by creating, offering, and freely exchanging valuable items and services with one another. (Kotler 2002:9).
Product
A product is something that is perceived as capable of meeting needs and desires.
Services
Services are any act or activity that one party can provide to another that is fundamentally intangible and does not result in the acquisition of anything. (Kotler 2002, 444).
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