Sales and marketing

Abstract or Summary

This research is about customer satisfaction in imported seasonings in Wellmart Asian Supermarket. The aim of the project is to investigate two aspects of customer satisfaction problems with regards to imported seasonings in Wellmart. The one is pricing and labelling problems, the other one is shop layout and display. ‘Why some customers are not satisfied with imported seasonings in Wellmart.” is the research question. The reason for the research is that there are two big issues. One is different prices in the computer system and labels which can make customers confused, the other is that the price labels of seasonings are put very near to each other, which means clients cannot distinguish prices clearly. For investigating the problem, there are some relevant points about customer satisfaction in literature review, such as the role of price, total quality management (TQM), influence of shop layout, low carbon though, diversity of choice, customer service and brands loyalty from customers. Three methods are used in this research project: questionnaire, participant observation, receipts data collection and research. From these three methods, pricing and labeling and shop layout indeed have huge effect on making dissatisfaction of customers. What is more, there are two new findings also can influence customer satisfaction in seasonings: diversity of seasonings and quality. There are several complaints about price and shop layout of imported seasonings every day, so that this report can help Wellmart’s owner know and understand the problem of dissatisfaction of customers and let him to change these disadvantages of imported seasonings. As a result, Wellmart will attract more customers and potential clients and its reputation will be improved. My research aims to find out the efficiency of word-of-mouth marketing to be used in international students, with specific focus on Chinese international students, by studying the interaction between their learning journey and their perception towards Wintec, which leads to whether or not they are willing to recommend Winter to their friends and families. To conduct my research, I will be using questionnaires and interview in order to get both comprehensive and in-depth point of view from the participants. I believe that my research is highly likely to reach the aims as firstly, being an international student myself, I could understand Chinese students’ potential problems during their journey and the possible links between their problems and outcomes. Secondly, I’m confident in finding reliable feedback from participants due to the language advantage of mine used in interpreting and processing data.