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RESULTS

Following results are obtained by using research instrument discussed above – questionnaires. Six questions were given in questionnaire for respondents, 5 of them are multiple choice questions and the last is open one (See Appendix).

Objective 1: To identify demographic characteristics of consumers shopping in supermarkets

In order to identify the demographic characteristics of the population who prefer shopping in supermarkets, the question on the belonging for the certain age groups was set. So, the graph below represents the relationship between age groups and the frequency of visiting supermarkets.

Graph 1

The graph presents the fact that the major part of respondents is people belonging to the age groups of 18-25 and 26-40 ages. That means that supermarkets are popular among people of these age groups.

Moreover, the hypothesis testing was conducted in order to identify whether there is a relationship between the age group and the popularity of supermarkets to shop in:

H₀: there is no the relationship between age and frequency of shopping in supermarkets

H₁: there is a relationship between age and frequency of shopping in supermarkets

So, the chi-test was implemented in order to prove or reject our hypothesis (see Appendix). The result is 0.876, which is showing that there is 87.6% of possibility that our sample was come from the population with no such a tendency. Since the result is higher than 0.05, the null hypothesis is not rejected. This means that there is no relationship between age of respondents and the frequency of visiting supermarkets.

Objective 2: To determine the factors influencing consumer’s way of shopping and the level of their satisfaction (prices, quality, services offered, etc in supermarkets and bazaars)

Question 3 in the questionnaire indicates answers for this objective. Respondents were asked to rank factors in order of importance which affects their choice between supermarkets and bazaars. In this case, number 1 considered as the most important factor and gets the highest score, while 9 is the least vital and gets the lowest score. As a result the factor with the highest score figure considered to be the most important. It can be seen, from the graph that the most significant factor is the quality of the food (332 points) offered by supermarket. In the second place of order of significance is regarded the price (238 points). Other factors like location, range of products offered, income level, and time spent on shopping are less essential, but parking conditions offered by supermarket is not regarded as the influencing factor to the choice between supermarket and bazaar.

Graph 2

Question 4 gives information about the level of satisfaction with the main services offered by each supermarket in the city. The marks received for each service, then their average were found. According to graph below, the highest average mark was given to the physical factor (mark is 4.7), which includes convenience, cleanliness, music, conditioning, design of supermarket. Food quality also regarded as good, with the average 4.12, while other types of services such as the service quality, price and range of products were rated below 4 marks.

Graph 3

Question 6 was used to identify what makes consumers level of satisfaction to decrease, where open question is used. Answers given by respondents were put into 5 main categories:

• high prices

• small range of products

• untrained personnel providing service

• long queues

• others

Graph 4

Collected data is represented by the bar chart above, where it can be seen that the higher prices (44%) is the major cause of dissatisfaction of customers. While another main influences are limited assortment of products, long queues near cashier’s desk, untrained and rude personnel who is not able to serve consumer. 16% of respondents answered that other factors like low quality of some national product, poor arrangement of products within supermarket, and no bargaining power as in bazaars can cause disappointment for customers.

Objective 3: To analyze the frequency of shopping in supermarkets and try to explore the seasonal effect on it.

To examine the objective, respondents were asked to answer where they shop for food in particular season during the year. Question 5 was designed to identify is there any seasonal effect on choice of customers. So according to data obtain, 85% of respondents shop in supermarkets in winter, 44% and 42% - in spring and autumn respectively, and only 26% of respondents purchase products in supermarkets in summer.

Objective 4: Identify the factors providing high popularity of bazaars in European countries

In order to identify what factors influence the growing popularity of bazaars in European countries, the secondary research was applied. So, according to the research done by Poulsen and Sonne (2004), the analysis of open markets was done in three cities of different countries:

Table 1

CONCLUSION AND RECOMMENDATIONS

The conducted research was intended to investigate the popularity of supermarkets in Uzbekistan and the opposite trend in Europe. All of the objectives stated above were achieved and explained in the results section. First of all, referring to question 1, it can be seen that the majority of respondents who usually shop in supermarkets are people between ages 18-25. However, it was found out by making chi test, that possibility that there is no relationship between the frequency of shopping in supermarkets and the age of respondents is 87%. This results that our hypothesis is proved.

The analysis of the objective 2 illustrates that the main factor which influence the choice of the respondent is founded as quality of product offered by supermarket, the perception of people that the supermarket offers high quality food compared to bazaars have great impact in this case. Additionally, respondents also think that the price and the quality of service are the significant factors which could differentiate supermarkets from bazaars, while parking conditions has almost no impact on consumers. Furthermore, team group has found out that the majority of respondents are mostly satisfied with physical factors (environment of supermarkets, cleanness, air-conditioning, music), while others answered that there is still organization which should be improved, especially with arrangement of products and long queues. Moreover, it was clarified that also personnel (shop assistants) are not trained well in order to help customers and sometimes they are rude with them. This type of small issues has great impact on the consumer’s preference and decreases their dissatisfaction from purchased goods in supermarkets.

Furthermore the objective 3 was achieved which illustrates that there is seasonal effect on consumers choices to choose place for shopping. From the results, it is inferred that the supermarkets are at the pick of their popularity during the winter season.

The consideration of western situation, it can be inferred that the main factors influencing the increasing popularity of bazaars are freshness of the products, cheap prices, wide range of food-products and availability of exotic and special products. These factors cannot be applied to the supermarket features both in east and west. This trend in west comes from a change in the customers’ wishes. Europeans now want something else other than big chain stores. That is why the experience of bazaars in the west is becoming more and more popular. However, the globalization and modernization, which are being introduced in the last year in the local area, plays a great role in the growing popularity of supermarkets in the east.

This conducted research and its results could be helpful for people who are willing to identify the profitable way of distribution channel to sell their products, because research illustrates the factors influencing the choice of shopping place. Moreover, by identifying the significance of different aspects of shopping for consumers, the owners of supermarkets are able to improve the service provided and attract and maintain new customers. Potential investors who are willing to open supermarkets also could use this obtained information for deciding weather their need to open it in Uzbekistan or diversify across the country in order to be more profitable.

Limitations of the project:

• The research covered small sample size, which can poorly represent the whole population.

• Respondents could answer the questions not properly by devoting less time and attention to the research questions.

• The misunderstanding of the context of the questions could occur.

• The research was done only in few supermarkets and only in Tashkent city, which could not represent the whole population of Uzbekistan.

Bibliography

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5. Kummer, C., 2007. The Supermarket of the Future, Atlantic Monthly [Online], May. Available from: http://www.theatlantic.com/doc/200705/supermarkets (Accessed: 24 February 2008).

6. Poulsen, L. V. S. and Sonne J. D., 2004. Authenticity and New Trends in Markets in Aarhus, Paris and London [Online]. Available from: http://www.hum.au.dk/cek/kontur/pdf/kontur_10/louise.jens.pdf (Accessed: 24 February 2008).

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8. Sairam Tourism, 2006. Bazaars of Uzbekistan. Available from: http://www.sairamtour.com/news/gems/53.html (Accessed 21 Febrary 2008).

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