wp1: market research- retail trade in basque country alava chamber of commerce

WP1: MARKET RESEARCH-RETAIL TRADE IN BASQUE

COUNTRY

ALAVA CHAMBER OF COMMERCE


• INDUSTRY/ NUMBER OF RESPONDENTS• Fashion: 5

• Household goods: 5

• Optics/ hearing aids: 4

• Food stores (groceries, butcher, fish shop): 6

• Body care: 3

• Others (jewellery, photo, sports): 5

28 companies with 36 establishments.


0 1 2 3 4 5

Others

Optics / Hearing aids

Body care

Household goods

Food stores

Fashion

Part-time employees ApprenticeSeller / Employees Managing directorOwner

CHAMBER OF COMMERCE OF ALAVA

INTERNET ACCESS

• Private: 82,4%

• In the office: 58, 2%

• No access: 6,2%


FURTHER EDUCATION IN THE LAST 5 YEARS

• Both management and employees attend training courses every year, except in food stores.

• Store merchandising, selling techniques and customer service are the areas in which they have received more education in the last years.


Type of education that suit most:

Lecture: 11%

Course/ training: 76%

E-learning: 13%


E-LEARNING AS FURTHER TRAINING

- Yes, in leisure time: 35%

- Yes, during business hours: 27%

- No: 38%


AREA OF EDUCATION THAT COULD BE PROVIDED BY E-LEARNING

• Work with PC: 62%

• Communication with customer: 33%%

• Sales/ promotion merchandise: 27%

• Legislation in the retail sector: 26%

• Complaints solving: 6%


MOST ENERGY INTENSIVE AREAS:

With customers: 81%With the boss: 12%With colleagues: 7%


• IMPORTANCE OF QUALIFICATION ISSUES FOR YOUR EMPLOYEES:

• Basic selling techniques: 95% very important/ 5% important• Handling difficult customers: 72% very important/ 28% important• Presentation/ motivated buying behaviour: 75% very important/ 25% important• Indivudual coaching: 20% very important/ 45% important/ 35% not important• Team coaching: 30% very important/ 45% important/ 25% not important• Time management: 31% very important/ 54% important/ 15% not important• Motivation and goal setting: 71% very important/ 29% important• Preventing shoplifting: 48% very important/ 40% important/ 12% not important• Identifying and preventing loss: 58% very important/ 25% important/ 17% not imp.


• Working with emotions and stress: 55% very important/ 25% important/ 20% not imp.• Working with computers: 12% very important/ 40% important/ 48% not important• Teamwork: 72% very important/ 25% important/ 3% not important• Building foot traffic: 55% very important/ 21% important/ 24% not important• Store merchandising: 80 very important/ 16% important/ 4% not important• Customer loyaltity programs: 65% very important/ 33% important/ 2% not imp.• Workplace safety: 72% very important/ 26% important/ 2% not important• Point of sale placements: 56% very important/ 39% important/ 5 not important


• REASONS FOR REJECTING E-LEARNING:

• Too impersonal: 67%• No dialogue: 15%• Not interested: 10%• No feedback possible: 5%• No direct control with the product: 3%


CONCLUSIONS:

• Course/ training is the kind of education they prefer.• E-learning is valorated as a complement to reinforce the contents• Almost all of them are convinced of the importance of attendance training

courses.

wp1: market research- retail trade in basque country alava chamber of commerce

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