Comparative Retail Store AnalysisConsumer Electronics

Hypermarkets

Objective

1Understand consumers’ perception

2Measure relative performance of key retailers

3

Use the survey data for benchmarking and Improving retail store performance.

Methodology

Research Type – Web Based Survey

Research Tool – Questionnaire

Type of Questions – Descriptive & Closed Ended

Type of Data – Quantitative

Unit of Analysis – Multi – Brand Consumer Electronic Retailers

Professional

NetworkPersonal network

Referrals

Sampling

Sampling Method – Convenience Sampling

ProcessWeb Based

Questionnaire Was

prepared

Email invitation was sent to

sample Population

RespondentsTook the survey

Responses Captured & Saved

Online.

Email notification sent to

Respondents

Data Analysed & Presented

Survey Statistics

Viewed 71

Started 57

Completed 52

Drop Outs 5

Completion Rate 91.23%

Average Time: 4 min

Sample Profile

Male Female0%

10%

20%

30%

40%

50%

60%

70%

80%75%

25%

Gender

< 25 years 25 - 35 years 35 - 50 years > 500%

10%

20%

30%

40%

50%

60%

70%

9%

66%

23%

2%

89% respondents belonged to the following age group.25 - 35 years &35 - 50 years

Age Group

Dubai Sharjah Ajman0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

78%

16%

5%

Residence in UAE

India Pakistan Philippines Sri Lanka0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

79%

4% 5% 7%

Nationality

Sony

Sam

sung LG

Canon

Pana

soni

cJV

COth

er0

2

4

6

8

10

12

Sony Samsung LG Canon Panasonic JVC Other0%

10%

20%

30%

40%

50%

60%55%

13%

7%

4%

7%

13%

2%

Most Preferred Consumer Electronics Brand

Once in 3 months Once in 6 months Once in a year Less often0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

15%13%

42%

31%

How often do you purchase consumer electronics

73% respondents chose the followingOnce in a year or Less often.

Switch Sharaf DG E-Max plug-ins Jackeys Jumbo Hypermarkets0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

0%

47%

10%

2% 2%

20%18%

Which is your most preferred consumer electronics retailer

85% respondents chose the following Sharaf DGJumbo & Plug-ins

Switch Sharaf DG E-Max plug-ins Jackeys Jumbo Hypermarkets0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

0%

32%

9%

2%0%

13%

45%

Which retailer consistently provides the best values for your money

77% respondents chose the following Sharaf DGHypermarkets

Switch Sharaf DG E-Max plug-ins Jackeys Jumbo Hypermarkets0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

2%

40%

6%8%

0%

23%21%

Which retailer is most likely to have what you want in stock

84% respondents chose the following Sharaf DGJumboHypermarkets

Switch Sharaf DG E-Max plug-ins Jackeys Jumbo Hypermarkets0%

10%

20%

30%

40%

50%

60%

0%

48%

7% 7%

0%

24%

15%

Which retailer has the best advertised sales and specials

72% respondents chose the following Sharaf DGJumbo

Switch Sharaf DG E-Max plug-ins Jackeys Jumbo Hypermarkets0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

0%

40%

4%2%

0%

13%

42%

Which retailer maintains the best price for most merchandise.

82% respondents chose the following Sharaf DGHypermarkets

Switch Sharaf DG E-Max plug-ins Jackeys Jumbo Hypermarkets0%

10%

20%

30%

40%

50%

60%

70%

2%

33%

0% 0% 0%

7%

58%

Which retailer has the lowest prices overall.

91% respondents chose the following Sharaf DGHypermarkets

Switch Sharaf DG E-Max plug-ins Jackeys Jumbo Hypermarkets0%

5%

10%

15%

20%

25%

30%

4%

22%

2%

20%

4%

20%

28%

Which retailer provides the least value for your money

90% respondents chose the following HypermarketsSharaf DGPlug-ins & Jumbo.

Switch Sharaf DG E-Max plug-ins Jackeys Jumbo Hypermarkets0%

5%

10%

15%

20%

25%

30%

35%

0%

14%

2%

31%

17%

29%

7%

Which retailer has the highest prices overall

60% respondents chose the following Plug-insJumbo

Switch Sharaf DG E-Max plug-ins Jackeys Jumbo Hypermarkets0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

2%

43%

7% 7%

2%

33%

7%

Which retailer has the best trained staff

76% respondents chose the following Sharaf DGjumbo

Switch Sharaf DG E-Max plug-ins Jackeys Jumbo Hypermarkets0%

5%

10%

15%

20%

25%

30%

35%

40%

2%

36%

7% 7% 7%

24%

18%

Which retailer has the most convenient store layout for shopping?

60% respondents chose the following Sharaf DGJumbo

Switch Sharaf DG E-Max plug-ins Jackeys Jumbo Hypermarkets0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

2%

40%

10%

6%

0%

17%

25%

Which retailer has the highest customer service level

65% respondents chose the following Sharaf DGHypermarkets

Switch Sharaf DG E-Max plug-ins Jackeys Jumbo Hypermarkets0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

0%

47%

13%

7%

0%

13%

20%

Which retailer has the widest selection of multinational brands

67% respondents chose the following Sharaf DGHypermarkets

Switch Sharaf DG E-Max plug-ins Jackeys Jumbo Hypermarkets0%

10%

20%

30%

40%

50%

60%

0%

52%

6%4%

2%

16%

20%

72% respondents chose the following Sharaf DGHypermarkets

Which retailer you are most likely to recommend to family & friends

Sharaf DG enjoys major share of consumers’ mind and seems to be winning consumers’ overall confidence.

Summary

Further qualitative research needs to be conducted in order to understand the reason behind the survey’s finding and accordingly create a long term strategic plan.

Plug-ins seems to be loosing the first mover’s advantage it used to enjoy.

Distributor – retailer multi-brand retail chain such as SWITCH finding it difficult to make an impact on consumers’ mind.Large format retailers such as E-Max and new entrants such as EON and E-City face an uphill task in winning consumers’ mind – share and driving consumers to the retail stores.

Thank You