Service Operations - End User Analysis

Research Objectives

To provide an overview of CSR consumption and market growth in the UK and China

To explore the consumer based brand equity attributes that influence purchase intentions of supermarkets which practices high CSR.

To qualitatively explore the influential factors behind CSR efforts and how brands compete.

To qualitatively explore student attitudes and behaviours towards CSR products and identify the brand equity attributes that influence purchase intentions.

To explore and understand the extent to which category characteristics influence student attitudes and purchase intentions of CSR products.

Focus group discussion guide

Introduction

1.1. Introduce self

1.2. Ground rules:

• Free to participate or not participate at any time.
• One person talking at a time.
• Respect others’ opinions.

1.3. Taping of the focus group

Warm-up

2.1. Top of mind recall:

• Are you familiar with the concept of CSR? What does it mean to you?

Yes. In general it’s a company’s responsibility to create positive impacts in the community in which they operate.

• When you think of Corporate Social Responsibility (CSR), can you give me a certain company that is socially responsible? Any particular supermarket?

To me they’re all quite equally socially responsible. The companies that come to mind are Tesco, M&S, Waitrose etc who encourage customers to bring their own bags.

• Why these companies? How have you heard about it?

Because I shop there.

• Do you use any products made by these companies?

Yes.

2.2. If you had to pick your favourite supermarket, which one would it be?

• Please explain why.

Waitrose, because they seem to carry higher quality products as opposed to Tesco at a reasonable price, whereas M&S seems to be more overpriced in comparison.

2.3. What factors determine whether you buy/use a (CSR) product?

Quality and price.

Probing Questions

3.1 Awareness of corporate behaviour

• Top of mind recall: What have you heard about these companies?

Nothing besides what goes in the major news, such as the horse meat scandal.

• Are you aware of any ethical or non-ethical behaviour by this particular company? Can you give concrete examples?

Not to my knowledge.

3.2. Interpretation of CSR

• Which aspects of CSR are most important to you? (Choose from list in the screen)

[pic 1]

1,5

• In your opinion, which aspects would be most relevant to the supermarket industry?
• 1,5
• Perception: In your opinion, do you know of any supermarket that contributes to the welfare of society? How?

Putting efforts into reducing environmental impacts such as encouraging customers to bring plastic bags etc.  Non-discriminatory hiring policies which I assume all the major supermarkets are practicing. I personally don’t think they are doing enough. Right now, it has been passed into law that unsold food products in supermarkets that are nearing expiration are to be given to the poor/homeless as opposed to throw away. There is currently no such largely enforced policy in the UK and I feel that all the major supermarkets should.

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