Business Information Systems Impact of Information ...

Registration number 100045936

2017

Business Information SystemsImpact of Information Technology onBusiness Information Systems Sunrise

Chinese Supermarket, Norwich

Supervised by Dr Pam Mayhew

University of East Anglia

Faculty of Science

School of Computing Sciences

Abstract

The Sunrise Chinese Supermarket is placed favourably to deliver optimum quality in

the provision of its goods and services by using information technology initiatives. A

business system is in place that has taken advantage of the favourable response shown

the organization from the environment within which it operates. While it has received

impetus in performance, the Sunrise Chinese market is also aware of competition and

the need to optimize its business system. This project seeks to use collected analysis

and data from information technology enhanced research methods to ascertain pertinent

business decisions to optimize performance. Such decisions will enable greater opera-

tional capacity and distributive reach of its products, processes, goods, and services. It is

in keeping with the purposes of this project that relevant evaluation from data collected

will result in pragmatic recommendations on which senior management can take imme-

diate action. The efficiency of a business system is prone to numerous conditions and

the difficulty in its effectiveness makes the research of this paper integral to responsible

strategies to elevate performance and secure survival in the market place.

Acknowledgements

This section is used to acknowledge whoever’s support and contribution. The command

that introduces it is ignored in the project proposal, literature review and progress report.

It is used in the final report, but is not compulsory. If you do not have an acknowledge-

ments command in your preamble then there won’t be any acknowledgement section

in the document produced. Abstract and Acknowledgements sections should fit on the

same page.

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Contents

1. Introduction 5

1.1. Background . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

1.2. Purpose of Project . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

1.3. Aims and Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

2. Literature review 8

2.1. Small business . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

2.2. Investigation techniques . . . . . . . . . . . . . . . . . . . . . . . . . . 9

2.3. Evaluation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

3. Methodology 10

3.1. Investigation strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

3.2. Data collection . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

4. Research and Analysis 11

4.1. Stakeholder Mapping . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

4.2. Observation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

4.2.1. General in store shopping . . . . . . . . . . . . . . . . . . . . 11

4.2.2. Webchat Communication . . . . . . . . . . . . . . . . . . . . . 12

4.2.3. Delivery Process . . . . . . . . . . . . . . . . . . . . . . . . . 13

4.2.4. Website . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

4.3. Market Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

4.4. Sunrise Chinese Market –Technology Use and Competitive Advantage . 16

4.5. Sunrise Chinese Market Business Model Technology . . . . . . . . . . 17

4.6. Technology used by Sunrise Chinese Market . . . . . . . . . . . . . . . 19

4.6.1. Website . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

4.6.2. Webchat . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

4.6.3. Till system . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

4.6.4. RCB . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

4.7. Investment in Information Technology . . . . . . . . . . . . . . . . . . 22

4.8. BRANDING . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

4.9. Internal and External Environmental factors . . . . . . . . . . . . . . . 24

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4.10. Questionnaire sample . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

4.10.1. SAMPLE QUESTIONNAIRE: WEB CHAT . . . . . . . . . . 25

4.10.2. SAMPLE QUESTIONNAIRE: AFTER SALES SUPPORT SER-

VICES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28

4.10.3. SAMPLE QUESTIONNAIRE-BEHAVIOUR PATTERNS . . . 32

4.10.4. SAMPLE QUESTIONAIRE-ATTITUDINAL . . . . . . . . . . 39

4.10.5. SAMPLE QUESTIONNAIRE-COMPOSITE . . . . . . . . . . 42

5. Evaluation and recommendations 46

5.1. Lessons learned . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46

5.2. Recommendations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46

5.3. Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47

References 48

A. Questionnaire Sample 1 51

B. Questionnaire Sample 2 51

C. Questionnaire Sample 3 52

D. Questionnaire sample 4 54

E. Questionnaire Sample 5 54

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1. Introduction

Information Technology is an effective, efficient, and contemporary business tool which

can create the necessary optimum results in economic performance. In the twenty first

century, it has had significant impact on business and its ability to reach full potential.

With appropriate utility, linked to specific business models, business information sys-

tems facilitate the flow of information and data from which maximum benefit is attained.

Informed and strategic decision making is also possible due to the corroboration of the

systems in determining return on investment. In the Sunrise Chinese Supermarket, we

establish that the owner wants to upgrade the information technology utility to produce

a befitting model able to increase in capacity and productivity. Chaffey & White (2010,

p 1) advise on the ‘merits of sequential file access, token ring networks, hierarchical

databases’ as characteristic of information systems able to bring value to a business

organization.

The generic value of information systems is understood; however, we seek to gain

insight through how the complimentary resources of an organization such as Sunrise,

can be better configured to attain objectives (Melville, Kraemer & Gurbaxani, 2004).

The evaluation of both the organizations’ external and internal environments equally

gives traction to the possibilities of market reach (Melville et al, 2004). The company

has increased its product offering yet has been unable to provide collaborative growth

in the necessary support systems to consolidate this development. The organization

lacks the appropriate software and business systems to create a cohesive apparatus to

streamline procurement, storage, stock taking and distribution. Facilities to aid coherent

supply chain management must be put in place.

However, we also acknowledge that to fulfil this need, a project must be implemented;

subject to appropriate processes and project management practice. Wysocki (2012)

tells us that every project must fulfil a business need. In this project, we will evaluate

the impact of information technology on business systems in general and its practical

implementation specifically, in respect to the Sunrise Chinese Supermarket, Norwich

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1.1. Background

The internet has created considerable traction for economic activity principally because

of its ability to access a wider audience. The significance of physical attributes such

as store location and its accessibility, while still important for logistical purposes and

certain organizations, have been redefined by the advance of the information age. We

learn that organizations have engaged in many initiatives to ‘leverage the internet’ to

provide economic benefit (Barna, Konana, Whinston & Yin, p 586, 2004). Sunrise

Chinese Supermarket has considerable capacity for business justification because of its

proximity to the University of East Anglia. This gives the organization the ability to

serve a potential student population of Asian extraction with food products from their

respective home countries. We must also appreciate the appeal of these types of foods

to the non-Asian palette. With an effective distributive model, that is as accessible

as it is conducive in terms of price and purchase dynamics; a greater clientele can be

reached. Where the immediate target market might go to extra lengths to acquire their

own national dishes, we must accept that those from other nationalities might not endure

the same challenges despite their affinity for Asian foods. Therefore, it is fundamental

to erase all cumbersome logistical inefficiencies and make the system as user friendly

as possible.

Sunrise Chinese Supermarket was founded in 2013 and initially offered 136 different

products to the market. As expansion developed because of consumer interest an addi-

tional 2000 products were introduced to diversify and increase market value. With this

growth came the responsibility of meeting the challenges of facilitation, storage, and

supply chain management. Essentially the difficulties encountered are because of the

lack of suitable software support to cater for the rise in demand and the facilitation pro-

cesses of increased activity that must be accommodated. In this paper, we will ascertain

the options in respect to hardware and software which can provide solution to larger

consumer traffic. Owner of Sunrise Chinese Supermarket wants the new online system

to maximize technical efficiency by creating the necessary cooperation between the in-

dividual systems used by the company. We understand that the present systems used by

the company are cumbersome and archaic. Its manual implementation creates unneces-

sary overhead that hinder business efficacy. Without the appropriate implementation of

business systems, the company will fail to utilize its potential.

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1.2. Purpose of Project

The purpose of the project is gather information and provide analysis and suggestion

for company in order to assist them to introduce the necessary systems to increase busi-

ness value. Through data analysis the project will equally produce information which

can boost performance. Barna (et al, 2004) advises on the ability of an organization to

streamline its resources, processes, information technology and supplier to consumer

traction; as indicative of an effective business system. He further states that it is the

organization of its online information capacity that increases operational and financial

performance (Barna et al, 2004). Thus, we must focus on the company’s facilitation of

relevant information which is accessible, easy to use, and consolidated by the appropri-

ate supplier to merchant management resources to complement its presentation.

Business Intelligence and Analytics as a discipline uses the ‘techniques’ and ‘tech-

nologies’ alongside ‘processes, systems’ and ‘practices’ to analyse critical data to make

better business decisions (Chen, Chiang & Storey, p 1165, 2012). As part of increasing

capacity, integral to this project must be the implementation of the tools and techniques

able to perform the necessary data collection on business performance. It is with this

that senior management can create organizational strategies for company benefit. Re-

searchers equally acknowledge that the foundation of this business intelligence and an-

alytics (BI & A) is within the data storage, processing, and collection dynamics of the

business systems in place. Therefore, for the Sunrise Chinese Supermarket to create the

enabling environment within which to facilitate an effective business model, systems

that store, process, and collect data, must be positioned as not only integral to, but in

addition to, a holistic operational system able to compete on the world stage. So, we

must place efficient systems that create cooperation between individual systems; replace

old systems and implement a mechanism that allows decision making to be made based

on the collection of performance data.

1.3. Aims and Objectives

The fundamental aim of this project is to establish how to improve business performance

using information technology for analysis and evaluation. Analysis of the collected data

will give Sunrise Chinese Supermarket pertinent decision making factors on which to

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build an informed strategy to increase economic performance. Within this circumstance,

operational and logistical mechanisms will be improved within the distribution of infor-

mation on its internet platform.

The background research on Sunrise Chinese market must include a brief study on

the phenomenon of online shopping; its origination and development. Consumer trends

must also be evaluated and how Sunrise can navigate to benefit from collected data. As

acknowledged later in the document opportunities exist within platforms on the web-

site such as Webchat. We are advised that personal values to online shopping has been

attributed to ‘attitudes, social norms and perceived behavioural control (PCB) and will-

ingness to buy groceries online’ (Hansen, p 128, 2008). We will assess applicability to

the Norwich and University of East Anglia environment. Skilful consumer engagement

will become integral to Sunrise’s capability in involving its consumers and encouraging

a following capable of transcending the student population of East Anglia.

2. Literature review

This section is dived into different part of literature review explain the concept of small

business, retail applications, investigative techniques requirements analysis, modelling

techniques and evaluations.

2.1. Small business

Small business or small medium-sized enterprise are privately owned business such a

Sole trader, Limited company and Partnership, that have fewer employees or less an-

nual revenue than regular company or corporation. However, they represent ninety-nine

percent of all business in the EU. According to definition from EU of SME (European

Commission, 2012) The main factor determining whether an enterprise is an SME are,

based on staff headcount and either turnover or balance sheet total.

According Commission Recommendation (EU LAW, 2003) Sunrise Chinese Market

can category as a micro business. Company have less than ten staff and turnover is less

than two million euro.

Small business has multiple advantages, for example, can started with low capital

investment or doing as a part-time basis. Also, small business well fit in internet mar-

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Company category Staff headcount Turnover or Balance sheet total

Medium-sized < 250 ≤ C50 m ≤ C43 m

Small < 50 ≤ C10 m ≤ C10 m

Micro < 10 ≤ C2 m ≤ C2 m

keting, because it can easily been set up and maintain. Small business start to move

in to internet market, and some of small business starting with internet based business.

Small business often has close relationship with existing customer, that business of pri-

ority should be customer satisfaction. Furthermore, small company having less staff

than regular company that requires business run in more efficient way.

2.2. Investigation techniques

Investigation is about information gathering, understand existing and future environ-

ment. Main objective of an investigation is collect the correct and relevant information

effectively. During this project, both qualitative techniques and quantitative techniques

been used to gather information. Observation and questionnaire technique was being

used for this project. Observation method for small business is simple and useful for un-

derstanding how business operate and process. Observation have multiple approaches,

which are pure observation without interaction, observation with interaction and per-

forming the task yourself. Approach been used on this project is observation with inter-

action. On this approach, analyst need to interact with person who performing the job.

This approach can quickly help analyst to understand how business or work proceeds.

There are four stage to do observation, which are setting object and plan for observation,

getting permission to observation, doing observation and record all observation. Ques-

tionnaire technique been used for collecting customer experience and feedback. This

technique required large amount of planning and time consuming in order to gather

quantitative information.

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2.3. Evaluation

Evaluation technique is set for helping to choose between multiple solution for a specific

problem. The set requirement can give ranked from multiple solutions, in order to

evaluate for potential solution. Evaluation is one important process of business analysis

it help analyst and business to find out suitable solution.

3. Methodology

This section highlight the research methodology used to achieve the research aims and

objectives. The methodology includes research approach and data collection technique.

3.1. Investigation strategy

This project aims to improve business performance using information technology which

require the collection of information.

The project adopts both qualitative and quantitative methods. In qualitative research

data is collected through observation and interaction. Which help to obtain in-depth

information, reduce bias and miscommunication problem. Analyst can directly gather

information from business, staff and system itself. Observation with interaction can

easily lead to understanding of the process and additional question around the process

itself. This method can find out the small problem during the process that often been

overlooked. On quantitative side, data is collected via questionnaire both online and pa-

per. During this process, large amount of information can be gathered within short pe-

riod of time. Questionnaire often associated with market research, it gives standardised

answers it easier to analyse, also engaging with large number of participants. However,

creation of questionnaire consumes large amount of time, often have low response rate.

Bias will be included due to poorly constructed question or by standardized answer.

3.2. Data collection

The sample in this project are respondents with a large population, table were chosen to

present information collected from questionnaire. UML were used for present informa-

tion gathered from observation.

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4. Research and Analysis

4.1. Stakeholder Mapping

Stakeholder identified for Sunrise Chinese Market are customer, general manager,

owner, supplier, member of staff, delivery driver and technology supplier. General man-

ager and owner have high interest and power for this project that need to be manage

closely. Customer have high power and low interest that need to keep satisfied. Sup-

plier, member of staff and delivery driver have low interest and power that need to be

monitor. Technology supplier have low power but high interest that need to be keep

informed.

4.2. Observation

During this project, three observation plan was impartment from general in store shop-

ping process to webchat communication to delivery process and website check out.

Starting from 20th October 2016 27th October 2016, every day between 15:00 and 19:00.

4.2.1. General in store shopping

From observation, process from in store shopping was running well. From staff knowl-

edge to product and system it operates. During second day of observation, general

manager and staff was training intern. All training process was good, however, during

rush hours, due to short of member of staff and large amount of order, intern was left

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alone for doing work without enough assistance. But, it all went well. Till system and

RCB system were running stable and smoothly, however, bar-code on some of product

was updated to system itself, it makes system running on inefficient way. Stock have

some shortage on some of the product, however, replenishment was coming within three

days.

4.2.2. Webchat Communication

Webchat communication was operating well. Program was easy to be used and it solves

a lot misunderstanding of ordered items issue. Such as distinguish brand or size of the

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product.

4.2.3. Delivery Process

Sunrise Chinese Market had large demand from delivery department, however, it only

has two drivers on normal hours, three on rush hours. During rush hour at 21st, 23rd,

24th, 25th, business has large amount of delivery need to be done and driver got catch by

heavy traffic, average delivery times was significantly increase about twenty minutes.

4.2.4. Website

Website was not popularly used by costumers, it only has five orders during that week.

Most of user just browsing for product before shopping in store or by webchat. However,

member of staff have enough skills to manage website orders.

4.3. Market Research

The market reach of online malls and the geographical implications of the store can be

considered when we evaluate Sunrise Chines market. We must assess established brand

loyalty in large online grocery retailers as against its absence with smaller brands. We

will also look at the unpredictability of consumer behaviour in respect to online con-

sumption compared to the Sunrise Supermarket case study (Danaker, Wilson & Davies,

2003). Information suggests Sunrise Chinese market has a loyal following and the stu-

dent population will keep refilling year in year out to provide the consumer base. How-

ever, we acknowledge the business owner’s accurate appraisal of contemporary com-

mercial activity and the wish to expand appropriately. Business Information systems

serve organizations that have competent traditional frame works better because a work-

able business model is already in place. From this information systems have a point

of reference from which to grow. Data is available, it is in written form, that can be

digitized and used.

Historic consumer behaviour in the UK will be analysed as will its adoption of online

retail by the giant Supermarkets, such as Tesco, and its implication to the Sunrise brand.

The rise of technology enhanced solutions in our daily lives is not lost to the general

population. Consumers become more sophisticated in their interaction with, and ex-

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pectation of, the potential of technology in making already complicated lives easier to

manage. Rogers (2000) discusses the evolvement of informization where populations

take to the digital revolution in their quest to better socioeconomic development. The

proactive participation of society in this only encourages organizations to position them-

selves effectively to take advantage. What this simply means is that without responding

favourably to this quest-the surge in the need for technologically enhanced solutions in

our daily lives-an organization fails to act responsibly should it wish to compete on the

global stage. This dynamic environment will equally shut the doors to those unable to

response appropriately. The Sunrise Chinese Supermarket leadership’s response to this

phenomenon is worthy as its environment has proved responsive to their technology en-

hanced food distribution business. The global stage reflects this paradigm as capitalism

engulfs emerging economies where new horizons are navigated and wealth distribution

becomes a realistic opportunity. Nowhere is this example better explained than in Asia,

where countries like India can harness a considerable skillset in an expanding cadre of

information workers (Rogers, 2009).

In the business model we analysed, the predominant target market is Asian. We learn

that such consumers, in their geographical bases, have different value systems and com-

munication expectations to their Western counterparts (Servaes, 2009). While we accept

that Asian students in the University of East Anglia have already become considerably

Westernized, we also contemplate the appeal of home when in pursuit of national dishes

and cultural paraphernalia. This means that while they obviously understand, practice

and accept Western cultural behaviour in respect to communication and values, it is the

embracing of their Asian cultural values at the interaction of consumption of their cul-

tural produce that adds to the attraction of patronage. A Chinese Supermarket without

the options of interacting in the home language immediately lacks authenticity. Western

audiences who enjoy Asian foods want to go to where they can enjoy the real thing.

Without these attributes the experience loses a key ingredient in its marketability and

branding. Authentic Asian cuisine and culinary products presented in an enabled and

technically contemporary environment is the destination this entity must seek to reach.

The Asian UK market is growing considerably with large populations in urban centres

who are also potential clientele in an information age accessible to everybody.

However, while their patronage is not exclusive, their absence in the environment

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would significantly diminish value. We conclude that without their presence in the Uni-

versity of East Anglia, the Sunrise supermarket would have found little incentive to

exist. Yet with the facilitation of a business model that is easy to navigate and accom-

modates the appeal of Asian foods to non-Asian consumers, this dimension is com-

promised. What this means is that technology overcomes the limitations of geography

and a target market becomes as fluid as the response of a business model in the pursuit

of what it wants to achieve. This indicates an almost limitless set of alternatives for a

business ready to implement the relevant technology to cater to its consumers.

Integral to our evaluation we must ascertain present strategies of the business owner

so we can structure where to place our emphasis in analysis.

We understand that Sunrise Chinese market is a fast expanding business based in

Norwich city close to the University of East Anglia’ and that it ‘supplies quality orien-

tal products to foreign students and locals alike’ (http:// rcbao-online.com, 2017). Its

breadth of produce includes ‘Chinese, Japanese, Korean, Thai, Filipino, Malaysian

and Indonesian’ (http:// rcbao-online.com, 2017). Their website indicates a desire to

give holistic services to the consumer by providing pick up and drop services, where

delivery; payment; after sales and support and cooperation, is integral to their de-

livery of goods and services. These autonomous services emphasize the need to fa-

cilitate a response to the potential consumer that is as pleasant as it is efficient. A

hitch within these set of processes can potentially harm repeat business habits and

reduce financial performance. However, by demonstrating prowess in these services,

the company ensures patronage and delivers the necessary value to elevate growth.

We appreciate that the Sunrise Chinese market owner’s aspirations are honourable in

that they wish to offer a comprehensive package to the consumer to ensure a user

friendly and compatible transaction experience. Further research also indicates posi-

tive response from the student body. We are advised that the Sunrise Chinese market

is ‘situated near campus’ and ‘they sell mostly Chinese goods and sauces at afford-

able prices’ (http:// uea.notesfromnorfolk.blogspot.uk , 2017). It is also noted that this

same source reports about Spiceland and Oriental Delight as offering similar services

(http:// uea.notesfromnorfolk.blogspot.uk , 2017). The response of the Sunrise market in

meeting its potential client targets is founded on its capacity to meet operational tar-

gets. Information technology is essential to an organization’s ability to gain competitive

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http://rcbao-online.com

http://rcbao-online.com

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advantage (Billi, 1993). It is important to have advantage through strategic implemen-

tation by analysing present challenges and potential objectives. This is better served

through thorough appraisal of the technology being used and how it is applied. In the

following section, we will assess the present technology; ascertain its fitness to purpose;

and evaluate options for improvement.

4.4. Sunrise Chinese Market –Technology Use and Competitive

Advantage

Competitive advantage must be the objective of viable business enterprise. The business

owners of Sunrise make a proactive drive to install technology to increase performance.

Part of the objective of this study is to allow Sunrise’s owner’s to make informed deci-

sions about information technology installation. Powel & Dent-Micallef (1997) report

on the importance of information technology’s capability, implementation, and formu-

lation; in the strategic management of business objectives. The authors further acknowl-

edge that while technology contributes to performance, it is difficult to not only integrate

effectively, but also to sustain optimization even if the right systems are placed in the

right way (Powel et al, 1997). This emphasizes how critical it is to utilize resources

properly and establish the platform, through analysis, on which to make wise decisions.

The importance of taking this initiative is because competitors are exposed to the

same opportunities and challenges, and appropriate navigation will place the Sunrise

Chinese market ahead of the pack. From research made, we understand that the Sunrise

has greater exposure to its competitors because of its proximity to the campus. Famil-

iarity is indicated on the student blog site: ‘it is close to Coleman road which is a short

distance from Bluebell road’ (http:// uea.notesfromnorfolk.blogspot.uk , 2017). This ad-

vantage also makes it compulsory for the market to offer good services. Familiarity

with diminished goods and services will immediately make a market segment avoid in-

teractivity and travel further to purchase desired goods. The application of electronic

commerce is a welcome strategy as it eradicates the dependence on this proximity while

still offering enhanced services to those that are its primary target market. In simple

terms because of the closeness of Sunrise to the student community, its ability to deliver

excellent goods and services becomes immediately apparent to the student community.

As it is on their doorstep, its capacity to perform its objectives in serving the community,

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is visible to all.

4.5. Sunrise Chinese Market Business Model Technology

The preference of the business model must be evaluated to structure and propose rec-

ommendations. Sunrise must operate within a competitive UK business environment

where, we are advised, organizations must constantly ‘develop and enhance both their

offerings and their format’ (Bevan & Murphy, p 278, 2001). Examples of successful

implementation of online strategies is studied as will instances where an organization’s

internet presence proved the opposite. This will give Sunrise a frame work on which to

structure its own goals and objectives.

An E-commerce business system is a logical digital business activity in the advent

of information technology and the internet age. E-commerce is the use of digital infor-

mation for the transaction of commerce over the internet. As the internet evolves and

its capacity increases, web technologies are also integral to business systems and the

role of e commerce. A report on critical success factors in digital commerce present the

importance of security, privacy, operations evaluation, technical expertise and ease of

use as fundamental to patronage (Sung, 2006). Presentation and branding are critical

elements of this holistic package and as markets increase in sophistication, so too must

an organization’s capacity to perform within the arena. Pioneering E-commerce sites

such as Amazon and EBay have become the establishment in an industry where such

conglomerates dictate our way of life and define the rules of economic attainment of our

times. More recently, smart phone applications such as Uber have broken new grounds

in business activity and how it is applicable to the internet age. The breath-taking posi-

tioning of technology in gaining fresh perspectives of solving problems and making life

easier continues to baffle by the day. Artificial Intelligence emerges as another dimen-

sion that promises further inroads into an age where possibilities appear limitless.

The Sunrise business model follows elementary assertions of what constitutes ef-

fective business strategy on the internet. We learn that the management, marketing,

sales, and customers support processes make the necessary infrastructure for successful

e commerce (Seybold & Marshak, 1999). This is evident from their web site which

aims to produce the initiatives which places organizations ahead of their competitors

(Seybold et al, 1999). The enhancement of the consumer experience is the key to retain-

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ing customer loyalty. With the framework of pick and drop services, after sale support

and cooperation, Sunrise aims to facilitate a supportive environment free of acrimony

and stress. The second-generation VIP membership, demonstrates the giving back to

the customer, that has proved successful in creating a dialogue with customers that pro-

motes loyalty This competent strategy must be consolidated with the business systems

that ensure these objectives are attainable. In the event the system works, what follows

is a seamless, almost subliminal dialogue, that is as reciprocal as it is of advantage to

the socioeconomic climate of the Norfolk region.

As a structure the Sunrise Chinese market has one cashier (till purchases) and 2 gen-

eral members of staff, cooperate by a manager and two delivery drivers. This enterprise

has the skeletal needs of a small operation. The formulation of relevant information

technology would mean increases in staff recruitment would cater for greater consumer

engagement. Efficient collection and storage of data in the purchase and supply of

goods and services would be enabled by the technology. However, growth would mean

larger orders, which in turn implies more distribution of purchases. Delivery drivers

and supply chain management staff would accommodate the bulk of new human re-

source recruitment. A permanent systems administrator would also be needed to ensure

technology performance is sustained and operations infrastructure is maintained. Role

based access control is a prerequisite of basic security where sensitive information must

be accessed periodically to serve operational functions (Ferraiolo & Kuhn, 2009).

In the distribution of knowledge, characteristic of the age within which we operate,

systems administrators can select where, when, and how, relevant data is projected to

the expectant recipients to perform the necessary tasks. This cog in the wheel function

is where large software companies, such as SAP(Systeme, Anwendungen und Produkte

in der Datenverarbeitung, company on Germany), can outlay its data control and stor-

age across units within an organization performing separate tasks. This coagulative

function is essential to streamline business process and its technologies provide oppor-

tunity to increase collaboration within different functional units (Soliman & Youssef,

1998). During this analysis, we will evaluate how Sunrise Chinese market can benefit

from SAP technologies. Its relevance to Sunrise is because its principal function is built

around business processes participating towards an organizational objective (Soliman et

al, 1998).

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The need for delivery drivers would increase proportionately to the size of electronic

patronage. Middle management would be introduced to replace the business owner’s

role in daily routine. This delegation would allow executive decision making free of the

detail and clutter of everyday business engagement. A holistic view point would allow

the business owners the opportunity to implant a cohesive organizational culture able to

project into the future. Human resource management is another function where infor-

mation technology has considerable impact. With the growth of a company’s capacity it

becomes pertinent to install systems that accommodate the upsurge. We are told that in-

formation management is consolidated by the ability to attract, hire, retain, and maintain

human resource functions (Bulmash, 2006). The increase in operations and logistical

mechanics is diametrically linked to information distributed, corroborating the delivery

of goods and services. As a balancing act, all aspects of the business will be impacted

in the event business information systems are installed. If the software is considered

the engine of the business; or, at the heart of the business systems, management, distri-

bution, customer support and services and supply chain management are its compatible

accomplices. These accessories are compulsory attributes needed to create the holistic

model vital to healthy business entities.

4.6. Technology used by Sunrise Chinese Market

The technologies used by the Sunrise Chinese market include a website, till system,

Eposnow, RCB and Webchat. The challenge is in the fusion of the individual systems

working towards a singular objective. We establish that this paper must deliver solutions

and recommendations where this problem can be solved.

4.6.1. Website

The company uses a website as its principal platform of exposure and consumer in-

teraction. Websites are elementary tools which increase in sophistication and purpose

through a myriad of techniques and enhancements that dictate today’s world wide web.

Evidence suggests the website performs a functional role which is fit for purpose. While

it is not elaborate, we understand that its presentation is suitable for students, who sim-

ply wish value for money from services befitting of their transient student status. Famil-

iar functions such as a Home page and an About us link are rudimentary requirements

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of a web page service. Without it, it serves no purpose because the outlay in hosting ser-

vices, initial design, and marketing strategies cost money which must be counteracted

by returns from consumers.

4.6.2. Webchat

As opposed to a solitary entity without interactive interplay, the Sunrise Chinese mar-

ket also employs the utility of Webchat which is a platform to engage directly with

consumers in real time. In a research paper, Hardy & Scheufele (2005) report on the

direct impact this type of communication has with consumers in determining participa-

tory behaviour. By engaging in chat the company enables discussion and can acquire

data to signify consumer behaviour. This defines what a customer looks for and what

he or she wants in products, goods, and services. The value of an effective webchat

mechanism cannot be over emphasized because as generic as it may seem, clever nav-

igation of conversations will expose motivational behaviour of consumers. The value

of knowing what a consumer wants and patterns of behaviour to correspond to that is

an invaluable resource to have as a business provider. In simple terms once you know

what the client wants you can set to work delivering if not exactly that, but solutions

that allude to that and prompt familiarity. All consumers want value for money and a

rewarding transactional experience. Recommendations must include training of staff to

ask the right questions and engage in effective discussion. A set of questions must be

established that will collect data on consumer expectations and motivational behaviour.

This allows the company to implement what can be done and discard and avoid what

drives away traffic. What is feasible must be aligned to the business case. If competitive

prices (usually top of the agenda among consumers) can be attained without dismantling

the bottom line, accurate information has been used efficiently to promote business per-

formance. This access to consumer need, develops the valuable rapport compulsory to

effective delivery of consumer requirements. This provision, built on business intel-

ligence, is an essential mechanism to keep pace of consumer behaviour and adapt to

inevitable patterns of change which affect the markets periodically.

Within webchat communication, information can be gathered indirectly which can be

consolidated by a direct questionnaire opportunity given to the client at the end of the

conversation. Skill and diplomacy is needed where consumers don’t feel pressurized to

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filling out forms when they don’t have the time. Not only will it encourage negative

responses but to add to its futility its feedback is often inaccurate. Sunrise must increase

capacity of this resource through focussed and intelligent design. A sample question-

naire is attached at the end of this document which can attain the necessary intelligence.

4.6.3. Till system

In retail, we understand the importance of using a cash retention system that collects

what is bought by the individual clients. This transaction, where the customer pays for

goods, must be as smooth as possible. A point of sale that is attractive in respect to

customer service and ease of use must be the preferred choice for a company. Training

of personnel to deal with clients as efficiently as possible is compulsory. What has

increased in importance are the tools which the cashier must use to facilitate this sale.

The Sunrise Chinese Market uses EPOSNOW as its point of sale mechanism. Lynch

(1990) reports on the role of electronic points of sale software in delivering multiple

channels on which to impact on sales and increase efficiency.

Eposnow

A Norwich based company provides the operational software and is useful for Sunrise

Chinese Market because as a local organization support is easily facilitated. This allows

dialogue and feedback which can be acted upon by the software developers to meet the

specific needs of the client.

4.6.4. RCB

The Sunrise business model must embrace innovative solutions that make the ability to

pay for goods as easy as possible. Not only does this encourage willing participants

but it also allows for a higher turnover of business traffic. More transactions can be

done faster within a shorter period. The Chinese software design ‘Ri Chu Bao’ offers

a personal service which encourages interaction with the student populace on an in-

dividual level. This is effective because of its ability to build a strong base from the

grassroots where the interaction with the supermarket to meet their needs plays an in-

tegral part of their student life. This is a worthy niche and to be developed it can be

nurtured further where groups and individuals are catered for specific to nationality. A

group of Malayan students for instance, would appreciate updates from bulletins and e

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mail which celebrates their cultural festivals through promotion with special foods. By

keeping abreast of the cultural nuances of the separate nationalities, the company fosters

strategic marketing strategies to cement loyalties. Automatic correspondence systems

through e mail with periodic newsletters and bulletins, will keep students informed on

goods and services.

The Sunrise website gives us information on the systems in use when a customer

makes a purchase. There are several options available. Processes include registering as

a potential customer before product purchase is possible. Once selection is made the

client can add to cart and on point of sale can use PayPal, or the membership loyalty

points card system, a cash payment or use a Barclays bank Pingit transfer. While it is

important to make options available for different methods of payment, it is imperative

a brand has a recognised method of payment which regular users can adapt to. With

a registration service the company can engage in electronic marketing where its audi-

ence can be informed periodically on new items, discounts, and seasonal choices. By

establishing a mailing list through registration, the business owners have potential to

engage in its market, create necessary feedback options and consolidate its customer

base. It is through the mailing list that the questionnaire can first be introduced. By

selecting regular repeat customers, Sunrise can retain valuable information on the mo-

tivational impulses of the buyers. The information gathered from this report serves as a

foundation on which proactive steps can be taken to impact on business performance.

4.7. Investment in Information Technology

We learn that investment in technology and its subsequent usage impacts positively

on business performance. From an initial investment of five hundred and sixty-eight

pounds in 2013 to a total of seven thousand one hundred and fifty-eight pounds over

the following three years, revenue has tripled from twenty thousand three hundred and

twenty-five pounds to fifty-eight thousand nine hundred and thirty-two pounds. This is

within a relatively short period of three years. The additional till system added an extra

eight thousand pounds to turnover which is encouraging. However, it is in the invest-

ment in mobile application and website that saw dramatic increase in turnover by almost

seventy-five percent. We must appreciate the agility of students with mobile technology

as it is befitting of their lifestyle that internet access would come predominantly through

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mobile phones, tablets, and laptops. Further funding in the same mobile technology is

strategic. To access the students, mobile technology must be used. The mechanisms of

marketing, branding and sales, must be given adequate focus within the mobile tech-

nology platform. Several applications which target specific subgroups within the client

lists can be introduced.

While we commend the company for taking positive steps to retain performance the

following strategies are decisive elements in a cohesive marketing campaign to increase

sales.

4.8. BRANDING

Sunrise Chinese Market as a company must improve its brand and marketability. This

is done through raising awareness of the organization’s goods and services to a wider

audience. Customer satisfaction is a desired objective which must be scaled and sus-

tained. We learn that customer loyalty and customer satisfaction are diametrically

aligned (Bowen & Chen, 2001). These compatible increases are achieved by reduced

marketing and operational costs and enhanced sales (Bowen et al, 2001). Through the

questionnaire and recommendations from its data collection from its mailing list, Sun-

rise can select its most popular products and know about the purchasing habits of its

consumers. Through effective positioning of what is popular and to whom, Sunrise can

target its market segment. Multiple channel retailing, we are advised, builds customer

loyalty (Wallace, Giese & Johnson, 2004). To ascertain the behaviour of the consumers

and their willingness to participate in transaction an organisation must recognize moti-

vational impulses. Markets increase in sophistication and competitiveness; it is impor-

tant to be able to measure performance indicators. Customer loyalty can be categorised

through behaviour, attitudinal, and composite measurements (Bowen et al, 2001).

Within behaviour measurements we can gauge the percentage of repeat business pa-

tronage as a form of loyalty. In the questionnaire, we ask directly how often the service

has been used by the individual being questioned. New comers are engaged and moti-

vations for coming to the site are assessed. This is to duplicate that which brought them

there in the first place and give management the ability to make informed decisions

about enhancing what attracts and retaining what sustains patronage.

The attitudinal measurement of the consumer to the organization is also integral to

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building a brand where the goods and services it promotes automatically becomes syn-

onymous with the company. The psychological and emotional attachments to certain

brands are legendary. We give examples such as Marmite: the growing up spread. This

form of association seeks to adapt a permanent position in the consumer where child-

hood memories are littered with consumption of the brand. Sunrise Chinese Market

must equally penetrate the student body psyche as a fond memory during unforget-

table years in university. In the questionnaire, we will seek to engage the consumer to

discover brand fondness so we can enrich the experience. The third measurement is

composite (Bowen et al, 2001). This evaluates consumer consumption habits such as

frequency of purchase, and characteristics of temperament in respect to product choice,

switch and preferences. Within this measurement diametric, segmentation of consumers

is equally apparent. Student consumption behaviour will differ from the elderly. The

questionnaire can engage the students to enquire on preferences and motivations for

these choices. Understandably a student will not allow, during important exam periods,

his or her cooking to encroach on valuable designated study times.

4.9. Internal and External Environmental factors

In all the above, the aim is to find suitable modification and improvement. Recommen-

dations to be made will include the implementation of new systems and the discard of

inappropriate methods. This document serves to present Sunrise Chinese Supermar-

ket with a coherent and cohesive call to action to transform the company’s economic

capacity.

One of the principal areas where an organization loses competitive ground is in the

efficiency of it services. There are many arenas where a business entity can gain trac-

tion by providing a service that goes beyond the reach of the ordinary. With the rise

of technology enabled solutions, senior management must look to bringing in appro-

priate remedies in pursuit of company goals. Support services to achieve loyalty must

be unequalled. Information technology can provide the tools and techniques to revolu-

tionize performance. Data collection, marketing strategies and branding are compatible

sequences within an operational environment set to achieve unity of purpose.

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4.10. Questionnaire sample

4.10.1. SAMPLE QUESTIONNAIRE: WEB CHAT

Question 1: How do you rate your Webchat experience?

Frequency Percent Valid Percent Cumulative Percent

Valid 1 2 4 4.2 4.2

2 1 2 2.1 6.3

3 1 2 2.1 8.4

4 14 28 29.2 37.6

5 10 20 20.8 58.4

6 4 8 8.3 66.7

7 6 12 12.5 79.2

8 4 8 8.3 87.5

9 2 4 4.2 91.7

10 4 8 8.3 100.0

Total 48 96 100.0

Missing System 2 4

Total 50 100

On a scale of 1 to 10, individuals questioned gave an average response rating of 5.5.

A minority of the students showed total satisfaction for the services. This indicated 8%

of the students interviewed. Only 4% were very unsatisfied with the services. However,

of the 4% interviewed who were very dissatisfied with Sunrise services, 80% of those

clients continued to patronize the company. What this tells us is this:

• They were experiencing a bad day- which indicates the negativity of their re-

sponse, or, they were very particular clients not easily satisfied who would com-

plain irrespective of quality of services.

• The competitive advantage of Sunrise location-proximity and delivery-made the

alternative a difficult option. We must consider that students are busy and under

pressure in their studies, revision, and research programmes. Therefore, the op-

tion of choice-going further afield and spending more time-was a luxury which,

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at that point in time, was not what could be considered. In fact, one of the dis-

gruntled recipients emphatically stated that it was the absence of choice that made

them stick to Sunrise. On several occasions, they had even opted to wait in line at

the chip shop.

The deduction from this survey suggests that service times must improve. When an

order is placed, dispatch must be timely. One of the interviewees complained bitterly

that despite making several online purchases, the delivery van could not find his address.

This was the excuse given for the delay which interfered with his revision schedule. He

had set a specific time to cook in between revision marathons and it was necessary to

have his stock delivered in a timely manner.

This report recommends Sunrise invest in two more delivery vehicles with proper

training in Sat Nav navigation for the drivers and accessing the databank to find regis-

tered addresses as mandatory skills for the drivers in cases of emergency.

A set response time should be applicable to online orders which are quantifiable by

distance. Thus, and according to post codes, each customer has realistic delivery time

which is given by Sunrise because of a thorough navigational and logistical project plan.

This approach cements trust and confidence in service and consolidates patronage.

Question 2: Have you used this website before?

(Subsequent tick box options on a scale No, I am a first-time user to Yes, I am

a regular customer)


Valid Yes 33 66 68.8 68.8

No 15 30 31.2 100.0

Total 48 96 100.0

Missing System 2 4

Total 50 100

It shows that there were more than half percent of the customers use this website

before. This indicated that the website is popular using in the Sunrise Supermarket

customers.

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Question 3: What did you like most about the products on offer? What are youhere primarily to purchase?

(Subsequent tick box options from Noodles to sauces and spices to rice to snacks

to beer to hot pot)


Valid Noodles 16 32 33.3 33.3

Sauce & Spices 2 4 4.2 37.5

Rice 5 10 10.4 47.9

Snacks 10 20 20.8 68.7

Beer 1 2 2.1 70.8

Hot pot 14 28 29.2 100.0

Total 48 96 100.0

Missing System 2 4

Total 50 100

From sample group selected, three popular purchase item were noodles as 33.3 per-

cent, hot-pot as 29.2 percent, snacks as 20.8 percent. Less popular item was beer only

has 2.1 percent of the selected group.

There are huge kinds of products are selling in the Sunrise Supermarket, it shows that

there were majority of customers primarily to purchase noodles and hot pot foods in

the Sunrise Supermarket. This indicates that Sunrise Supermarket can expand variety

of these two catalogue.

Question 4: What improvements can you recommend on our services?(Space box options)

Thirty of the questionnaires was left blank, however, three questionnaires mentioned

limited choice from Indian subcontinent, ten questionnaires mentioned some product

have problem with shortage with stock issues, five of questionnaires mentioned interface

and design from our website was not user friendly. Two of the questionnaires was

missing.

Question 5: Thank you for taking part in our survey. Please put your e mail addressto receive our up to date product newsletter.

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(Optional)

Auto responses and a content provider, where essential marketing strategies are de-

ployed will elevate performance. Clients will cease to complain of delays and as one

interviewer (a mature MBA student) lamented: ‘slightly amateurish’ aspirations, where

it was obvious not enough resource and thought had gone into customer satisfaction.

Thank you for the time you took to participate in this survey. Your feedback ishighly appreciated and be assured your personal details will be inaccessible to anythird parties or individuals.

4.10.2. SAMPLE QUESTIONNAIRE: AFTER SALES SUPPORT SERVICES

Support services are essential in providing the customer care needed to facilitate con-

sumer loyalty. After purchase, it is critical that the organization sustains at the very

least, a rapport which brings them back down comfortably from the transaction experi-

ence. This establishes what is at the core of service delivery and can expose valuable

information from which to decipher how to modify services to tailor to the consumer.

Successful modification will have immediate impact if the information is accurate and

thus have lasting benefit on organizational goals.

Question 1: How do you rate your experience on a rate of 1 to 10 and, in optionboxes from very good to very poor.


Valid Very Good 13 26 27.1 27.1

Good 24 48 50 77.1

Poor 7 14 14.6 91.7

Very Poor 4 8 8.3 100.0

Total 48 96 100.0

Missing System 2 4

Total 50 100

Most customer were having good service experience with Sunrise Chinese Market.

However, It has seven customer having poor experience and four with very poor expe-

rience.

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Question 2: what do you primarily patronize Sunrise to purchase? (Options in tick

boxes)


Valid Tofu 12 24 25 25

Vegetable 20 40 41.7 66.7

Fruit 16 32 33.3 100.0

Total 48 96 100.0

Missing System 2 4

Total 50 100

From sample selected, twelve select Tofu, twenty selected vegetable, sixteen selected

fruit. Two were missing.

The emphasis is on perishable groceries as the preferred product purchase.

This means the points of sale system must be at optimum performance. Empowering

the sales staff through product training is a compulsory option to enhance productivity.

Question 3: Would you recommend Sunrise Chinese Supermarket to friends andfamily?

(Options in tick boxes)


Valid Yes 43 86 89.6 89.6

No 5 10 10.4 100.0

Total 48 96 100.0

Missing System 2 4

Total 50 100

Question 4: Indicate what you liked best about the Sunrise market.The positive feedback received was the enthusiastic response to the loyalty system.

What this means is that Sunrise is on the right path in respect to its programme of

generation descendants and their patronage. The loyalty system should be enhanced by

technology where data collection and individual product preference can be registered.

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Valid Collection 10 20 20.8 20.8

Shopping Environment 4 8 8.4 29.2

Distribution 22 44 45.8 75

Other Service 12 24 25 100.0

Total 48 96 100.0

Missing System 2 4

Total 50 100

Regular news bulletins about product availability and promotion is paramount to build

an efficient system.

(Options in tick boxes)

Question 5: How often do you eat Asian foods?


Valid Everyday 24 48 50 50

Always 12 24 25 75

Once a week 6 12 12.5 87.5

Less than once a week 6 12 12.5 100.0

Total 48 96 100.0

Missing System 2 4

Total 50 100

From sample group selected, 50 percent them consume on daily bases, 25 percent

Regular consumption was the preferred choice amongst Asian students. What would

stop this was only if no access was available. This means Sunrise is able to galvanize

its storage facilities and supply management capacity. Recommendations include in-

creasing storage facilities and becoming familiar with the best distribution techniques.

Software installation is a compulsory factor to contribute to this.

Question 6: What is your country of origin? Do you eat only your indigenous foodsor do you also try out foods from other countries? What is your favourite Oriental

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food?


Valid Chinese 32 64 66.7 66.7

Other Asian Areas 12 24 25 91.5

Other Countries 4 8 8.3 100.0

Total 48 96 100.0

Missing System 2 4

Total 50 100

65% of students who patronize the store are Chinese. This means that the rest of the

students of Asian origin make up a mixture of Malaysian, Singaporean, Tibetan and

Tamil students. Tamil students felt dismayed that their own cultural dishes were not

included in the store.

This presents an opportunity to increase sales by introducing food from their country.

Question 7: Where did you hear about us?


Valid Newsletter 10 20 20.8 20.8

Internet 11 22 22.9 43.7

Friends 20 40 41.7 85.4

Others 7 14 14.6 100.0

Total 48 96 100.0

Missing System 2 4

Total 50 100

A newsletter is a good point of contact for customers where products and produce can

be displayed and advertised alongside local business and service.

The following three questionnaires can be presented to the consumer through interac-

tive methods made available by technology. Crude marketing tactics swamp consumers

everyday through spam and promotions. What Sunrise Chinese Market must do is ele-

vate itself from this by establishing the quality of its promotional technique. This can be

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achieved through telephone enquiries where questionnaires-shorter versions-can be pre-

sented. At open days when new students have acclimatization sessions, Sunrise Chinese

Market can establish promotions to encourage new patronage.

Technology is effective in penetrating market reach because it is private and responses

can be given out in the privacy of their own homes and studies. A questionnaire can be

returned to a central pool and phone calls be given as an option to support recommen-

dations put forward or strong viewpoints placed by some of the respondents. Each

questionnaire can be ended by the simple question-would you like to be contacted by

phone to improve services we give to you? Technology is efficient because it creates the

anonymity many respondents crave while at the same time it can deliver very personal

statements which give insight to the consumer experience. This respectful intrusion into

the minds of the participants must be aptly introduced and pertinent questions need to be

asked that are brief yet informative, and relay information capable of making benevolent

impact.

4.10.3. SAMPLE QUESTIONNAIRE-BEHAVIOUR PATTERNS

This questionnaire determines the behavioural patterns of Sunrise Chinese Market cus-

tomers. The branding and marketing strategy is the company must indicate a willing-

ness to improve on the holistic performance of the product exchange transaction. A set

of questions to gauge how, when and where, the products are bought is considered as

valuable intelligence for senior management.

1. How did you hear about Sunrise Chinese Market?


Valid Internet 2 10 10.5 10.5

Promotion 2 10 10.5 21.0

Friend or family 13 65 68.5 89.5

University 2 10 10.5 100.0

Total 19 95 100

Missing System 1 5

Total 20 100

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This gives general management and owner an implication on the visibility of the

web site and the brand in general. Positive feedback might include good will

through word of mouth, proximity and convenience, and marketing and advertis-

ing.

2. What were your first impressions of the Website and the goods and servicesyou saw on display?


Valid Good 12 60 63.2 63.2

Average 5 25 26.3 89.5

Poor 2 10 10.5 100.0

Total 19 95 100.0

Missing System 1 5

Total 20 100

From sample group selected 63.2 percent having good impression with Sunrise

Chinese Market website, 26.3 percent having average impression with website.

However, 10.5 percent having poor impression they both complaint about website

that was not user friendly.

Improvements on the layout and navigation of a web site should always be up-

permost on the minds of e commerce practitioners. While the web site appears

practical, and gives very clear instructions on purchase and delivery, we believe

improvements can be made in presentation. Navigation can be smoother and a

content provider would be able to deliver a more appropriate language style. The

English translation appear as direct translations which are awkward. Translations

must embrace idioms appropriate for the language in which is it being delivered.

This facilitation allows for better presentation of goods and services.

3. Were you looking for something specifically, browsing to see if somethingwould catch your eye, or just ‘window’ shopping?

Five questionnaires choose for looking for specific item, fourteen questionnaires

choose for browsing.

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Valid Specific 5 25 26.3 26.3

Browsing 14 7 73.7 100.0

Total 19 95 100.0

Missing System 1 5

Total 20 100

Market segmentation can be deciphered from the different responses from the

separate peer groups. Market share can be ascertained from the registration pro-

cess which depicts who, when, where and what is bought. This gathers valuable

intelligence on geographical position of consumers which is important for coordi-

nation and procurement purposes. As an organization increases in performance,

subsequent demand of goods will equally grow which will bring infrastructural

modifications. Warehousing, procurement, and supply chain management must

be tailored to the geographical position of the consumers. This allows for faster

product to market dynamics which cuts costs, provides efficient service, and fa-

cilitates a working model achieving strong return on investment.

4. How often do you purchase online goods?


Valid Always 10 50 52.6 52.6

Once a week 5 25 26.3 78.9


Never 1 5 5.3 100.0

Total 19 95 100.0

Missing System 1 5

Total 20 100

This question simply allows the organization to know its client base and ascertain

their buying patterns. Responses which include seasonal or specific time spans

can give management leverage to use these times for competitive price bidding

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strategies and promotions. As the market increases and online grocery shopping

expands, competitors will devise new ways to retain market share. Sunrise must

be ready and able to provide alternative competitive strategies to sustain viability.

It also gives the company a brief overview of its competitors.

5. How often do you purchase goods from Sunrise?


Valid More than once a week 6 30 31.6 31.6

Once a week 8 40 42.1 73.7


Total 19 95 100.0

Missing System 1 5

Total 20 100

The frequency of purchase by the consumer is vital knowledge for the company

to streamline procurement strategies and supply chain management. As the goods

are perishable and need refrigeration adequate stock taking and storage must be

considered for health and safety purposes.

6. If there is one thing that leaves an impression after your shopping experiencewhat is it?

From sample group, sixteen of them having good impression with wild range

selection of product Sunrise Chinese Market provided, eighteen have good im-

pression with our service.

This question can give senior management a hint of where to direct its branding

strategy. By retaining knowledge of what motivates a customer to come to you

to shop, management gains value simply because it can capitalize on its strengths

and diminish its weaknesses. The restless habits of the consumer must be equally

followed by the organization eager to win loyalty buy maximizing customer sat-

isfaction. We are advised that ‘customer retailer loyalty is a critical goal for mer-

chants of all types’ (Wallace et al, p 249, 2004).

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7. Why do you shop at Sunrise? Do you just buy the same thing every time youvisit? Do you shop seasonally, for friends and family or visitors or specificallyfor yourself?


Valid Yes 7 35 36.8 36.8

No 12 60 63.2 100.0

Total 19 95 100.0

Missing System 1 5

Total 20 100

From sample group selected, eighteen of them were shopping for themselves,

only one customer was shopping for family.

Market penetration is achieved when accurate information gives us the direction

from which to formulate the strategy needed. With family packages, seasonal spe-

cialities, student promotions and product variety options Sunrise can plan market-

ing campaigns effectively. We acknowledge that ‘multiple channel retailer strate-

gies’ are essential to gain competitive advantage (Wallace et al, p 249, 2004).

8. What is your favourite food at Sunrise?

Frequency Percent Valid Percent Cumulative percent

Valid Noodles 4 20 21.0 21.0

Hot pot 6 30 31.6 52.6

Fruit and vegetables 6 30 31.6 84.2

Snacks 3 15 15.8 100.0

Total 19 95 100.0

Missing System 1 5

Total 20 100

Product popularity creates a niche market that can be given the right promotion at

the right time. This includes seasonal foods and drinks at festive periods.

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9. What can Sunrise do as a company to improve their customer service?

From sample selected group, fifteen of them having very good impression of cus-

tomer service, two of them require more selection good, furthermore, two of cus-

tomer having bad impression of our member of staff due to lack of training.

It is critical to engage the client base to nurture a reciprocal relationship. This is

part of the knowledge base needed to ‘identify attributes that will increase cus-

tomer loyalty’ (Bowen et al, p 213., 2001).

10. Have you had any unpleasant experiences with Sunrise Chinese Market?

From sample selected group, ten were having good experiences with Sunrise Chi-

nese Market, however, five of them have bad experience with our member of staff

due to lack of training, one had bad experiences due to delay on delivery, further-

more, four of them had bad experience due to lack of staff on rush hour.

Improvements can be made once adequate information is available directly from

customers. Repeated answers that point to specific areas in services delivery au-

tomatically create the necessary focal points. Hands on interactive engagement

with the consumer will lead to greater loyalty. Feedback mechanisms must be

kept open to sustain continued improvement which adapt to changing times.

11. Do you get your Oriental groceries from anywhere else in the area?

From sample group selected, twelve of them state they are not shopping else-

where, seven states they were shopping elsewhere.

Competitor assessment.

12. On a scale of 1 to 10 how would you rate the variety on offer and the servicein general that you receive from Sunrise Chinese Market?

This is a measurable unit on which to gauge consumer confidence. As a scale, it

can equally provide targets and a benchmark on which to improve.

13. What other goods and services would you like to see introduced at Sunrise?

From the sample selected, ten of them required more selection for product, two

of them required extend opening hours, seven of them leave blank.

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Valid 1 0 0 0 0

2 1 5 5.3 5.3

3 2 10 10.5 15.8

4 1 5 5.3 21.1

5 2 10 10.5 31.6

6 2 10 10.5 42.1

7 2 10 10.5 52.6

8 7 35 36.8 89.4

9 1 5 5.3 94.7

10 1 5 5.3 100.0

Total 19 95 100.0

Missing System 1 5

Total 20 100

An organization must be enterprising by keeping up with trends and market forces

which continue to change periodically. The demise of companies such as Comet,

the electronics retailer, was because of its inability to adapt to the internet age,

which subsequently rendered their goods and services redundant. Companies,

we learn, ‘stumble for many reasons’ including bureaucracy, bad planning and

out of touch leadership (Floor, p 9, 2006). However, advancing technology can

be spectacularly ruthless in defining those organizations that will dominate and

those that fail.

14. If you recommend the company to a friend what would be three points thatyou would make to convince them that Sunrise Chines Market deserves theirpatronage?

Allowing the consumer to respond through positive feedback consolidates inter-

active dynamics. It is also a natural progression on which to build on already es-

tablished foundations. These building blocks are strategic to strengthening assets

within a company structure. Management must capitalize on all positive feed-

back as a necessary focus to enhance production, service delivery and efficacy of

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Valid More kinds of food 10 50 52.6 52.6

Extend opening hours 2 10 10.6 63.2

Others 7 35 26.8 100.0

Total 19 95 100.0

Missing System 1 5

Total 20 100


Valid Product 6 30 31.6 31.6

Service 3 15 15.8 47.4

Position 8 40 42.1 89.5

Others 2 10 10.5 100.0

Total 19 95 100.0

Missing System 1 5

Total 20 100

purpose.

4.10.4. SAMPLE QUESTIONAIRE-ATTITUDINAL

Wallace (et al, 2004) consider attitudinal habits of consumers as the second measurable

yardstick on which management can make required decisions. Responses to market-

ing and branding from consumers, give information to the executive body on what to

focus on to gain traction. Specific targets which respond well to funded campaigns

must recover investment in the form of returns. Knowing the pulse of the consumer

adds considerable value to presentation of products and gives advertisement campaigns

leverage. An upbeat clientele would respond badly to a branding campaign which cele-

brates greyness and pensive, gloomy atmospheres. A brighter campaign that celebrates

vivacity and energy would be necessary to gain the response to motivate such consumers

to participate. The emotional pallet of Sunrise customers has been visited by the owners

who appeal to the cultural ties of the Chinese clientele by providing a second-generation

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loyalty club. This appeal to followership through undeniable cultural ties of Oriental stu-

dents and second generation British Chinese clients has merit. Sunrise Chinese Market

must consolidate this through its newsletters and loyalty campaigns.

Branding a store is difficult in constantly changing environments (Floor, 2006). Its

importance is significant as it defines the type of consumer a store will attract. What is

needed is to retain the right consumer by appealing to the purchaser most likely to fulfil

the business objective. Wrong target markets within segmentation that hardly buy will

not sustain a business. Diversification, retention and appealing to new customers is a

relentless pursuit which an organization must embrace to survive. The following ques-

tions can give management required focus for its client base in respect to expectations.

1. What makes Sunrise Chinese Market an attractive brand? What is its ap-peal to the consumer and who do you think it is trying to reach? Data must be

gathered that identifies what the consumer perceives to be the organizations target

market. By creating the needed cooperation between the organization and con-

sumer, the company streamlines wants, likes and dislikes. This will position the

brand to suit the customer and increase patronage by offering accurate solution to

cater for their needs.

2. Who do you think are its target market? Cooperation is fundamental to engag-

ing with the consumers. As an individual consumer appreciates it is being targeted

and it acknowledges that the store has products it wants, a relationship develops.

This is especially true among citizens of a foreign country where cultural points

of reference build affiliation and sustain patronage. This type of affinity grants

communities and their respective suppliers-goods and service deliverers-the abil-

ity to foster strong relationships. The Apple brand has followers who keep up

with the delivery of new products. Swatch, the watchmaker, has a similar fol-

lowership. It is important to note that Sunrise Chinese Market has the potential

to develop a substantial client base. By appealing to the needs of the students

and surrounding communities through effective data collection, the organization

meets its business objectives. Zenker & Martin (2011) report on place marketing

as integral to customer equity and satisfaction. By engaging in the community

subsequent emotional equity is contributed which in turn nurtures the relation-

ship. As time passes the Sunrise Chines Market will become synonymous with

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the investment and business attraction of Norwich city. Retailers hoping to invest

in the region will no doubt have Sunrise Chinese Market referenced as an orga-

nization meeting business needs. In this respect stakeholders increase-including

governance apparatus-because as an entity, Sunrise contributes to the holistic re-

tailer experience in the region. This is good for business and Norwich. It also adds

to the attraction of the University of East Anglia to foreign students. An institu-

tion without adequate support mechanisms for oriental students are less conducive

choices for Oriental students. As an institution Sunrise Chinese Market grows in

correspondence to the city of Norwich and its success is categoric to the benefit

of the region. Once the brand reaches optimum performance, it will become syn-

onymous with the attraction of Norwich the brand, and added value will be given

when included in University of East Anglia paraphernalia when reaching out to

Asian students.

3. What do you think this target market is looking for in a supermarket brand?Is it successful in appealing to this potential market? The importance in track-

ing responses from these questions is founded on motivational habits of con-

sumers and the potential purchasing public. Sunrise will be able to acknowledge

why a client comes to them, what they want, and how best it is achieved. We

are told that ‘value driven customers’ have more options available to them by the

day and price wars, marketing campaigns and re branding are evolving patterns

in retail markets (Floor, p 11, 2006).

4. What do you see as future prospect for the company? Where a company will

be in the future is determined by its clientele and how receptive it is to its services.

With responses that place the future of the brand in the mind’s eye of the client,

we begin to envisage how to position future traction with the client in mind. This

gives us an insight into where customers place Sunrise. With students, who will

eventually leave, it is essential to retrieve information from an informed body

of people. With deft marketing and navigation, the owners can even develop

a beneficial relationship with the business studies department of the University.

Business students can offer services for data collection and strategic planning for

business performance.

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4.10.5. SAMPLE QUESTIONNAIRE-COMPOSITE

The importance of product preference must not be lost to a retail organization. The

public is notoriously fickle in its consumption habits and the relentless change that is

characteristic of consumers, must be acknowledged always. Sunrise Chinese Market

can create the right questions to tease out the information on which to place preference.

What type of noodles are preferred by Chinese students as opposed to the Vietnamese?

What are the correlations? What are the preferences? Is there a type of food that is

universally accepted irrespective of country origin in both supplier and consumer? How

can the characteristics of the Asian regions, with the inter racial mix in countries such as

Singapore, be reflected in services offered by Sunrise to enhance performance? Would

the introduction of Indian foodstuffs be welcomed or would it be offering too general

a service instead of a target market? Adebanjo (2009) reports on the proliferation of

price wars and promotions in retail industries because of the inflexibility of demand and

supply requirements.

Supply Chain Management is integral to providing a good service. Without the effi-

ciency of the supplier to consumer route a retailer will lack credibility and patronage.

The composite questionnaire will aid the organization in evaluating the best methods

of increasing capacity in distributive mechanisms to meet customer needs. Growth in

demand create necessity in operational infrastructure. Distribution is a key element to

retaining enhanced levels of customer care. Procurement methods must meet financial

transparency and quality standards to ensure goods that reach the consumer are in pris-

tine condition. With food, it is especially delicate as quality grocery retail is founded on

product freshness. Refrigeration and storage methods must be at par with best practice

as bad foods consumed inevitably lead to illness and punitive measures by the regula-

tory authorities. Nowhere is a food retailer worse hit than in the freshness and edibility

stakes. If storage facilities breakdown, or operational hitches cause delays in storage

and collection, fresh produce is likely to suffer. With this comes loos of capital and

cumbersome readjustments in the form of public relations and customer services.

The following questions will give insight into what areas need adjustment or improve-

ment.

1. How quickly were your services delivered to you? Was this as expected andif not what do you think should have been the response time? How was the

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delivery given? Was this transaction satisfactory and how does it compare toother services you use?

The promptness of service delivery must correlate with its quality. A fast service

not only satisfies a customer but it also registers well for the organization and the

supplier. A faster turnover creates greater capacity. Manufacturers and retailers,

we are told, see ‘quick response supply chain partner shipping’ as the preferred

foundation on which to build services (Whiteoak, p 33, 1994). A supplier wants

an end user who consistently and reliably receives its product to feed its market.

An organization equally needs a steady and efficient partner always able to supply

the needed raw material to package the goods for the market. Nothing puts off

a consumer more than a sluggish mechanism that reports a slow process when in

the act of consumption. The ability to meet this target is better served through

infrastructure that is effective and efficient. Speed must retain quality, and value

for money is the equation that sets cost to quality, to service delivery. When we

buy a product, we expect to attain it within a reasonable period. This should also

be done within a pleasant atmosphere with minimum challenges, to eradicate the

notion that a repeat performance is unthinkable. Brands cannot establish them-

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selves without the transaction experience being of optimum value consolidated

by a memorable and appropriate organizational culture and characteristic able to

impact favourably on the imagination of the consumer. It is this characteristic

that creates the charisma of the brands. Creative strategies and artistic applica-

tion are critical factors in brand delivery. Ingredients for success must include

the packaging of these attributes. The greater the skill in this product packaging

measures an organizations’ business performance in the marketplace. Christo-

pher (2016) advises on the ability of an organization to adapt to changing times

where the supply chain has become the value chain which determines market

share and profitability. An effortless chain reaction effect from supplier through

to the consumer, is an indication of a healthy economic environment. Within this

a socioeconomic equilibrium is achieved which has holistic benefit to society at

large and determines political stability, development, and progress. Christensen

(2013) concludes that disruptive technologies must be managed properly by an

organization. Its application can be equally destructive and recommendation for

the Sunrise Chinese Market must be in the application of skilled resources to im-

plement the changes. A systems administrator adept with information technology

and the software which must be installed is compulsory. When a system breaks

down it is often impossible to retain functions that have been interwoven into the

frame work of the business model.

2. How can this be improved?

From sample group selected, six of customer are happy about Sunrise Chinese

Market service, however, two of them suggest hire more delivery driver and staff

for rush hour, two of them require wild range of product selections.

Christensen (2013) further states that an organization relies on investors and cus-

tomers for resources which must meet up to standards to sustain patronage from

both parties. This is achieved through improvement from assessment and eval-

uation. Innovation can be measured, currently, through the capacity of an orga-

nization and its relationship to new technologies. How does it use technology to

enhance its performance? What solutions are specifically helpful to the online

grocery retailer that the Sunrise Chinese market can take advantage of. Recom-

mendations include the use of technology at appropriate times to put forward the

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questionnaires with the option of a follow up on the telephone.

The right time to present questionnaires are directly after the initial lag time of

a purchase. As part of a newsletter registration, access to the client is made and

a relationship begins where trust and respect, for the consumer, must be quickly

established. Without this the client will not only be unresponsive, but will not

be truthful when addressing questions put forward. All participants must be al-

lowed to be willing to be involved. Nothing is worse for data collection than an

individual who feels that he or she has been cornered into participating.

3. Sunrise Chinese Market uses technologies to make the shopping experiencefaster and easier for students and customers alike. Do you think the companyis achieving this? What responses can you give us to the support base thecompany has set up? How was the experience from a client point of view?Do you believe the company is doing enough?

From sample selected group, eight of them think through internet technology is

improving shopping experience, they think that help them to do shopping more

effectively. Four of them state webchat response time during rush hours need to

be improved. Furthermore, two of member from selected group state, website

interface and language used need to be improve.

With technology in the Sunrise Chinese Market we must acknowledge the maxim

that ‘an organizations capability defines its disabilities’ (Christensen, p xxii, 2013).

What this means is that by seeing what it is capable of, we immediately can assess

how well it is achieving this.

The online experience is meant to make the products accessible and available in

a user-friendly manner. We must ascertain using technology as a vehicle if this is

being achieved. Is value for money being delivered to the consumer? How can this

be improved? We conclude that it can be done through efficiency in service which

both directly and indirectly can be measured through data collected, evaluated,

and acted upon.

Does the technology used by Sunrise promote what it sets out to achieve? How

does the online experience differ from the physical store space as a transaction

vehicle and what can be done to impact on market forces? Technology will grant

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the organization the information from which we can make decisions in respect to

where to product focus, distribution, seasonality, and promotion. The questions

aim to tell us how what the company set out to achieve is working. Customer

care engulfs assessing needs which in turn produces information to act upon and

deliver solution.

5. Evaluation and recommendations

5.1. Lessons learned

Category Issus Name Problem/Success Impact Recommendation

Project

Management

Time

managing

Project time

managing failure

Extension

of project

Set up time plan on

beginning of project and

leave some

contingence time

Business

analysisAnalysis

Successfully

analysis business

Provide

solutions

Using different method

to gather information

Risk

management

Contingence

plan

Fail to present

contingence plan

Was stuck when

emergency happed

Plan a head and keep

focusing on project.

5.2. Recommendations

Recommendations include the following:

• A better interface experience, where the links between the pages are smoother

through visual impact. This means that certain pages must retain individual char-

acteristics. At present, all the pages’ merge which as a result does not allow the

information to be memorable. A more sophisticated visual outlay will reflect a

dynamic business process corroborated by improvements in performance.

• The language of communication be universally acceptable. English, when used,

should have idioms appropriate to the language itself. This emphasizes a com-

petence which reflects holistically on the goods and services being offered. The

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Chinese presentation is good and improvement can be made in language distri-

bution should an adequate patronage from another Asian group, apart from the

Chinese, be apparent.

• Foodstuffs from the Indian subcontinent can be introduced and increased as a

subsector of the Sunrise Chinese Market to reach out to a potentially substantial

audience. The popularity of Indian cuisine is without question, and appropriate

marketing can take advantage without retaining the main characteristic as a Chi-

nese food retailer.

• Supply chain management can be improved upon by contracting suppliers able

to perform and who have a fast turnaround position. It is also applicable to pro-

curement, data storage and product distribution. Warehouses must be strategically

placed to correspond to geographical location of consumers to minimize opera-

tional costs and increase product to market timings.

• Delivery department need to be expand. Delivery department are mainly used

by customers, from past three years, orders amount was increased significantly,

however, driver from delivery department was not changed for two years. Espe-

cially during rush hours, the problem will be occurred. That will directly reduce

customer satisfaction, furthermore, that will cause customer churn.

5.3. Conclusion

In conclusion, we acknowledge the capacity of the technology used to improve business

performance. However, the questionnaires give us responses which immediately tell

us what the customer expects and wants. The skill is in the timing of presentation,

the suitability of questioning in attaining the nuanced responses that proves useful and

adds value; and market segmentation and penetration. Effective implementation must

be administered by a technology professional to maximize utility.

With questions answered, the behaviour patterns of the consumers can be evaluated.

Seasonal promotions, price cuts and increase and market supply and demand dynamics,

can be positioned within marketing campaigns and company strategy.

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The emotional attitudes to the company can also be studied. How a consumer re-

sponds gives insight to the purchaser, motivational dynamics, and expectancies. What

works must be consolidated and what doesn’t must be discarded.

Technology is the most effective tool to determine innovation in the world of retail

commerce. As a company, Sunrise Chines Market must rise to the occasion and reach

full potential as the principal Asian online grocery mall in the region. Not only does

it ensure good business practice which delivers goods and services at optimum levels

but it equally provides a necessary and essential service. The foresight of the owner

to develop a e commerce model to cater for the Asian student market is commendable.

What must now be developed is the efficiency of the model to retrieve greater patronage,

encourage investment and sustain subsequent return on such investment.

References

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food trading: a case study”, Supply Chain Management: An International Journal,

Vol. 14 Issue: 3, pp. 224-233,

Bevan, J., Murphy, R. (2001). ‘The nature of value created by UK online grocery retail-

ers’ International Journal of Consumer Studies Volume 25, Issue 4, p 279-289

Billi, S. (1993). ‘Information technology: Threats and opportunities for small and

medium-sized enterprises’ International Journal of Information Management Volume

13, Issue 6, December 1993, Pages 439-448.

Bowen, J., Chen, S. (2001). “The relationship between customer loyalty and customer

satisfaction”, International Journal of Contemporary Hospitality Management, Vol.

13 Issue: 5, pp.213-217.

Chaffey, D. and White, G. (2010). Business information management: Improving

performance using information systems. Second. UK: Pearson Education. ISBN

9780273711797 Available from: http:// eprints.uwe.ac.uk/ 14408.

Christensen, C. (2013). ‘The Innovators Dilemma: When New Technologies Cause

Great Firms to Fail’ Harvard Business Review.

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Christopher, M. (2016). ‘Logistic and Supply Chain Management’ Pearson, UK.

Danaker, P., Wilson, I., Davis, R. (2003). ‘Comparison on and Offline of Consumer

brand loyalty’ Journal of Marketing Science.

Hansen, I. (2008). ‘Consumer values, the theory of planned behaviour and online gro-

cery shopping’ Journal of Consumer Studies Volume 32, Issue 2, pages 128-137.

Lynch, J. (1990). ‘The impact of electronic point of sale technology (epos) on marketing

strategy and retailer-supplier relationships’ Journal of Marketing Management Vol. 6,

Issue. 2.

Melville, N., Kraemer, K., Gurbaxani, V. (2004). ‘Review: Information technology and

organizational performance: an integrative model of its business value’ MIS Quar-

terly Volume 28 Issue 2 pages 283-332.

Floor, K. (2006). ‘Branding A Store: How to Build Successful Retail Brands in a Chang-

ing Market Place’ Kogan Page Publishers

Powell, T., Dent-Micallef, A. (1997). ‘Information Technology as Competitive Advan-

tage: The Role of Human, Business, and Technology Resources’ Strategic Manage-

ment Journal, Vol.18, no. 5, pp 375-405.

Rogers, E. (2009). ‘Informatization, globalization, and privatization in the new Millen-

nium

Asian Journal of Communication Vol. 10, Issue 2

Sanghera, P. (2010). ‘PMP: In Depth Project Management, Professional Study Guide

for the PMP Exam ‘Second Edition Based on PMBOK Guide Fourth Edition.

Soliman, F., Youssef, M. (1998). “The role of SAP software in business process re-

engineering”, International Journal of Operations & Production Management, Vol.

18 Issue: 9/10, pp.886-895.

Wallace, D. Guise, J. Johnson, J. (2004). ‘Customer Retail Loyalty in the Case of Mul-

tiple Channel Strategies’

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Whiteoak, P. (1994). “The Realities of Quick Response in the Grocery Sector: A Sup-

plier Viewpoint”, International Journal of Physical Distribution & Logistics Manage-

ment, Vol. 24 Issue: 10, pp.33-39.

Wysocki, R. (2012). ‘Effective Project Management: Traditional, Agile, Extreme’ 6th

Edition, J Wiley Indianapolis.

Zenker, S., Martin, N. (2011). ‘Measuring Success in Place Marketing and Branding’

International Journal of Marketing, Volume 7, Issue 1, pp 32-41.

European Commission, 2012, What is an SME? [online] Available at: http:

// ec.europa.eu/ growth/ smes/ business-friendly-environment/ sme-definition_en [Ac-

cessed 12 May 2017].

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eu/ legal-content/ EN/ TXT/ ?uri=CELEX:32003H0361[Accessed 12 May 2017].

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http://ec.europa.eu/growth/smes/business-friendly-environment/sme-definition_en

http://ec.europa.eu/growth/smes/business-friendly-environment/sme-definition_en

http://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX:32003H0361

http://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX:32003H0361

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A. Questionnaire Sample 1

WEB CHAT

Question 1: How do you rate your Webchat experience? (scale 1–10)

_______

Question 2: Have you used this website before?No, I’m a first-time user. Yes, I am a regular customer.

Question 3: What did you like about the products on offer? What are you hereprimarily to purchase?A. Noodles B. Sauce and spices C. Rice D. Snacks E. Beer F. Hot pot

Question 4: What improvements can you recommend on our services?____________________________________________________________

Question 5: Thank you for taking part in our survey. Please put your e mail addressto receive our up to date product newsletter. (optional)____________________________________________________________


B. Questionnaire Sample 2

After Sales Support Service

Question 1: How do you rate your experience on a rate from very good to very poorand, in option boxes from very good to very poor.

A. Very good B. Good C. poor D. Very poor

Question 2: Is this your first time and if not what do you primarily patronize Sun-rise to purchase?A. Tofu B. Vegetable C. Fruit

Question 3: Would you recommend Sunrise Chinese Supermarket to friends andfamily?A. Yes B. No

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Question 4: Indicate what you liked best about the Sunrise market experience.A. Collection B. Shopping environment C. Distribution D. Other service

Question 5: How often do you eat Asian foods?A. Everyday B. Always C. Once a week D. Less than once a week

Question 6: What is your country of origin? Do you eat only your indigenous foodsor do you also try out foods from other countries? What is your favourite Orientalfood?______________________________________________________________________

______________________________________________________________________

Question 7: Where did you hear about us?A. Internet B. Promotion C. Friend and family D. Other


C. Questionnaire Sample 3

SAMPLE QUESTIONNAIRE-BEHAVIOUR PATTERNS

1. How did you hear about Sunrise Chinese Market?

A. Internet B. Promotion C. Friend or family D. University

2. What were your first impressions of the Website and the goods and servicesyou saw on display?

A. Good B. Average C. Poor, Reason_____________

3. Were you looking for something specifically, browsing to see if somethingwould catch your eye, or just ‘window’ shopping?

A. Specific product B. Just browsing

4. How often do you purchase online goods?

A. Always B. Once a week C. Less than once a week D. Never

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5. How often do you purchase goods from Sunrise?

A. More than once a week B. once a week C. Less than one a week

6. If there is one thing that leaves an impression after your shopping experiencewhat is it?

_________________________________________________________________

7. Do you buy the same thing every time you visit? Do you shop seasonally, forfriends and family or visitors or specifically for yourself?

A. Yes, I am buying same things every time. B. No, I don’t buy same things

every time.

_____________________________________

8. What is your favourite food at Sunrise?

A. Noodles B. Hot pot C. Fruit and vegetables D. Snacks

9. What can Sunrise do as a company to improve their customer service?

_________________________________________________________________

10. Have you had any unpleasant experiences with Sunrise Chinese Market?

_________________________________________________________________

11. Do you get your Oriental groceries from anywhere else in the area?

_________________________________________________________________

12. On a scale of 1 to 10 how would you rate the variety on offer and the servicein general that you receive from Sunrise Chinese Market?

_________________________________________________________________

13. What other goods and services would you like to see introduced at Sunrise?

_________________________________________________________________

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14. If you recommend the company to a friend what would be three points thatyou would make to convince them that Sunrise Chines Market deserves theirpatronage?

_________________________________________________________________

_________________________________________________________________


D. Questionnaire sample 4

SAMPLE QUESTIONAIRE-ATTITUDINAL

1. What makes Sunrise Chinese Market an attractive brand? What is its appealto the consumer and who do you think it is trying to reach?

2. Who do you think are its target market?

3. What do you think this target market is looking for in a supermarket brand?Is it successful in appealing to this potential market?

4. What do you see as future prospect for the company?


E. Questionnaire Sample 5

SAMPLE QUESTIONNAIRE-COMPOSITE

1. How quickly were your services delivered to you? Was this as expected andif not what do you think should have been the response time? How was the

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delivery given? Was this transaction satisfactory and how does it compare toother services you use?

_________________________________________________________________

_________________________________________________________________

_________________________________________________________________

2. How can this be improved?

_________________________________________________________________

_________________________________________________________________

_________________________________________________________________

3. Sunrise Chinese Market uses technologies to make the shopping experiencefaster and easier for students and customers alike. Do you think the companyis achieving this? What responses can you give us to the support base thecompany has set up? How was the experience from a client point of view?Do you believe the company is doing enough?

_________________________________________________________________

_________________________________________________________________

_________________________________________________________________

_________________________________________________________________


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