Abstract

Organic, faretrade products and green marketing toward the different supermarket offer
is very important as well as the future of the green marketing. Therefore, this
dissertation has been made up of a broad illustration of Fairtrade or organic products?
The Future of Green marketing in the UK supermarkets..
The first chapter has been established to show the background, rational, research aim,
objectives and motivation of the research. The literature review chapter exploits
perception on fairtrade and organic products from supermarkets, consumer buying
decision process on fairtrade and organic products from supermarkets, power of
consumer perception and brand positioning as well as how it is working to attract
consumers in the UK. In the 3rd chapter the dissertation will show industry analysis to
meet the aim and objectives of the research. The data that the researcher collected are
analyzed, and discussed in the fifth chapter. Later, the researcher has shown that how
the result has matched with the literature views of the authors or how the result has
controversies in this chapter.
Finally, this dissertation has been concluded with giving some recommendations and
analyzing scope for further research in future.

Statement of Authenticity
I have read the rules and regulations of University of Huddersfield relating to Plagiarism
and certify that my project is on my own work and it does not contain any
unacknowledged work from any other sources.
I can assure that the word count for this research was 9000 words (approximately).

Acknowledgement
It is really a good chance for me to utilize my theoretical knowledge and understanding
practically through the dissertation. To complete this dissertation I needed support from
different people, so I should thank to them.
Without the support of the supervisor I could not complete my dissertation, therefore, I
would like to thank my supervisor Mrs. to be helpful to me. Im really grateful to
her as she provided me several feedbacks for the correction and improvement of my
dissertation during completing my study. I am going to thank the faculty members of my
department for helping me when requires.
I would like to thank my family members for supporting me in the meantime of
conducting the research. Thanks go to my friends for supporting me in designing the
research and setting the research objectives and completing the research analysis.
Finally, I want to thank each and everyone who supported and contributed in my study.

Contents
Abstract...................................................................................................................... 1
Statement of Authenticity.......................................................................................... 2
Acknowledgement...................................................................................................... 3
Chapter: One............................................................................................................. 4
Intorductions.............................................................................................................. 4
1.1.

Background of the research.............................................................................. 4

1.2.

Rational of the Study......................................................................................... 4

1.3.

Importance of the Study................................................................................... 5

1.4.

Fairtrade and Organic Products in the UK Supermarket....................................5

1.5.

Research aims................................................................................................... 6

1.6.

The research objective...................................................................................... 7

1.7.

Research question............................................................................................. 7

1.8.

Motivation for Choosing the Subject Area.........................................................7

1.9.

Structure of the research..................................................................................8

1.10.

Summery....................................................................................................... 8

Chapter 2.................................................................................................................... 9
Literature Review....................................................................................................... 9
2.1.

Introduction....................................................................................................... 9

2.2. UKs consumer perception on fairtrade and organic products from

supermarkets........................................................................................................... 10
2.3. Analyzing the impact of consumer purchasing decision on fair trade and
organic products....................................................................................................... 13
2.3.1.

Purchase decision..................................................................................... 14

2.3.2.

Post-purchase behaviour..........................................................................15

2.3.3.

Influential other factors for making purchase decision making................15

2.4. Understanding of the brand positioning and its influence on the customers
purchasing decision for fair trade and organic products in UK supermarket............16
2.5. Finally, find out the effectiveness between the fair trade and organic products
in UK supermarkets for consumers...........................................................................20
2.6.

conclusion....................................................................................................... 22

Chapter: Three.......................................................................................................... 23
Industry Analysis...................................................................................................... 23
1.1.

Introductions................................................................................................... 23

1.2.

Fairtrade and organic product industry sectors in UK...............................................23

1.3.

Marketing challenges and practices by the main UK supermarkets............................24

1.4.

Sales and growths.............................................................................................. 25

1.5.

Conclusion........................................................................................................ 27

Chapter: Four............................................................................................................ 28
Research Methodology............................................................................................. 28
4.1.

Introduction................................................................................................. 28

4.2.

Research Design.......................................................................................... 28

4.3.

Research Philosophy.................................................................................... 29

4.4.

Research Approaches...................................................................................31

4.5.

Research Strategy........................................................................................... 32

4.6.

Research Choices......................................................................................... 33

4.7.

Data Collection Methods.............................................................................. 35

4.8.

Data analysis.................................................................................................. 35

4.9.

Validity and Reliability..................................................................................... 36

4.10.

Research Ethics............................................................................................ 36

4.11.

Limitations of the Research..........................................................................37

4.12.

Summary..................................................................................................... 37

Chapter: Five.............................................................................................................. 38
Result analysis............................................................................................................ 38
1.1.

Introduction..................................................................................................... 38

1.2.

Frequency Table analysis................................................................................. 38

1.3.

Chi Square analysis:........................................................................................... 43

Relationship of gender.......................................................................................... 44
Relationship of age................................................................................................ 46
1.4.

Discussion....................................................................................................... 47

1.5.

Summary........................................................................................................ 50

Chapter: Six.............................................................................................................. 51
Recommendations and Conclusions.........................................................................51
6.1.

Introduction..................................................................................................... 51

6.1.1. Recommendations on Consumer perception about fairtrade and organic

products................................................................................................................ 52

6.1.2. Recommendations on the impact of consumer purchasing decision on fair

trade and organic products................................................................................... 52
6.1.3.

Recommendations on fairtrade brand positioning in the UK supermarkets

52

6.1.4. Recommendation on finding out the effectiveness between the fair trade
and organic products in UK supermarkets for consumers.....................................53
6.2.

Future Research Scope.................................................................................... 53

6.3.

Conclusion....................................................................................................... 54

References:............................................................................................................... 55

List of Figure
Figure
Figure
Figure
Figure
Figure
Figure
Figure
Figure
Figure
Figure
Figure

1:Alternative Evaluation and Selection process.............................................24

2: growth of fairtrade in Jobs and prices........................................................27
3: Sales of fare trade in UK............................................................................ 28
4: Onion Diagram........................................................................................... 31
5: Research Philosophy paradigm..................................................................32
6: The 3 Ways for mixing qualitative and quantitative data methods............36
7:Frequency table on total 57 respondents gender classification.................41
8:Frequency table on total 57 responses age groups.....................................42
9: Frequency table on faretrade and organic product perception..................42
10: frequency table on favourites supermarkets..........................................42
11: Table of consumer perception on organic products..................................44

List of Appendices

Appendix-1: factors affect faretrade market.................................................................................9

Appendix-2: consumer Perception and the use of senses.........................................................14
Appendix- 3: Purchase decision of organic products.................................................................18
Appendix-4: Factors for making purchase decision...................................................................20
Appendix- 5: Research Survey Questionnaire...........................................................................66
Appendix- 6: Research Survey Questionnaire with data............................................................72
Appendix-7: Frequency Table Bar chart.....................................................................................78
Appendix -8 : Frequency Table..................................................................................................90
Appendix- 9: Histogram............................................................................................................. 94

Chapter: One
Introductions

1.1. Background of the research

With the passes of time businesses have to find out various ways and techniques to be
more competitive as the world and global economy is changing. The business world is
facing the heat of competition because of globalization. According to Martin (2008) to
ensure the efficient use of resources, development of workflows and to understand
about the competition in market, businesses should understand the need of customers,
and always should look forward to develop the products and services with updated
technology and environmental factors which will create more demanded values of
customers. If a firm wants to compete in the global market it needs to ensure some
basic things. Understanding the needs and expectations of customers, providing the
quality products, building up a good relationship with the customers are some of the
barriers to compete in the global market.

1.2. Rational of the Study

In modern marketing, green marketing plays an important role. According to Peattie,
Green marketing is a style of marketing which has arisen in response to the increasing
concern about the state of the global environmental and the life it contains (including
human life) (Peattie, 2009, p-15). Green marketing and social marketing has become
two important way of marketing. Generally social marketing is non profit in nature
because it mainly deals with social issues and tries to create public awareness on any
specific issue. On the other hand, green marketing can be defined as profit making

marketing method because it ensures the stability in the environment and effective use
of natural resources.
Peattie (2009) stated that in 1950s and before marketing was not formally recognized
or practiced in the organization but marketing theories and practices started to evolve.
According to Margolis and Lawrence (1999) the idea of green marketing came to
existence in 1980s but before that many experts argued on the fact that whether the
products and the environment are integrated part or not. From 1980s the green
marketing was practiced by some of the companies.

1.3. Importance of the Study

It is important to understand the consumerism to acquire knowledge of green
consumerism. Green consumerism is more highlighted as green marketing. Seshadri
describe that, the term consumerism refers to a set of policies and activities aimed at
protecting consumer rights and promoting consumers welfare. It appears to rise when
there is consumers discontent, ignorance and unfavourable economic
conditions.( Seshadri, 2006. P.47). According to Irvine (1989) the consumers who
choose the product those damage the environment less is known as green
consumerism. Persuading people to create public opinion to purchase products like
organic foods, fairtrade products or eco-labeling which are environment friendly can be
called green consumerism.
Benn and Bolton (2011) stated that consumer can use the boycotts method to ensure
green or ethical consumerism which shows that the consumers have a strong way to
raise their voice and concern about the environment friendly products. In 1962 The US
President John F. Kennedy was the first person to think about the consumer right, and
modern consumerism came in focus in 1960s. Britain started practicing the green
consumerism with the body shop in 1976 and later during 1980s consumers tried to
ensure green consumerism through their voting right. Cairncross (1995) stated that
when Julia Hailes and John Elkington written the book ' The Green Consumer Guide' in
1988 the idea of green consumerism blasted in UK. Consumers from different areas
focus on different products so the concept of green consumerism can vary. An example
from Cairncross (1993) shows that consumers of Britain focuses on the product but
accept the plastic bags. On the other hand Americans ensures the green packaging
rather than the green product. And the Germans maintain the concern for plastic made
drinks bottle but not for packaging of goods.

1.4. Fairtrade and Organic Products in the UK

Supermarket

Information from online stated that when an international trade system tries for farmers
of developing countries to ensure better transaction condition, save them from
competitive market then it is called fairtrade. (www.supermarket.co.uk, 2011). As Benn
and Bolton states, Fairtrade is an organised social movement and market-based
approach that looks to promote the development of marginalised actors in the
production process the small farmers and plantation workers of the developing
countries. (Benn and Bolton, 2011, P. 97-98)
According to Benn and Bolton(2011) though fairtrade got the momentum from last 10
years and now it becomes one of the major growing food categories of EU and US
supermarkets, Its first started from 1960s. Burch and Lawrence (2007) ensure that from
1990s supershops of UK maintained the trading of ethical products or fairtrade. In UK,
Sainsbury has highest number of fairtrade products and turnover but the co-operative
started the fairtrade. Along with supermarkets many companies like Starbucks and
Cadbury are trading the fairtrade product. From Fairtrade Foundation (2011) it is seen
that 40% more fairtrade products were sold in 2010 than 2009 which was 1.17 billion.
And they estimated that the trade will cross 2 billion in 2012 in UK.

Appendix-1: factors affect faretrade market

Engaging actively with the fairtrade business about 7.5 million poor farmers are
improving their lifestyle. Coffee, tea, bananas, chocolate, fresh vegetables, honey, nuts
and nuts oil, rice, sugar, olives and olive oil, etc are considered as the main product of
fairtrade. Fairtrade organization of different companies work under the Fairtrade
Labeling Organization International (FLO) which is a non-profit organization and
established in 1992. To create better social structure for green world it is needed to
grow fairtrade more in future as it is helpful for both the buyer and the seller countries.

1.5. Research aims

The aim of this research is comparison between the fair trade and organic products in
the UK Supermarkets through; the consumer perception, consumer purchasing decision
and brand positioning.

1.6. The research objective

Understanding of the consumer perception on the fair trade and organic products
in UK Supermarket.

Analyzing the impact of consumer purchasing decision on fair trade and organic
products.

Understanding of the brand positioning and its influence on the customers

purchasing decision for fair trade and organic products in UK supermarket.

Finally, find out the effectiveness between the fair trade and organic products in
UK supermarkets for consumers.

1.7. Research question

Fairtrade or organic products? The Future of Green marketing in the UK
supermarkets.

1.8. Motivation for Choosing the Subject Area

Researchers will choose the subject area for following reasons

As supermarkets in UK are very modern and innovative and hold a strong

position in the UK economy and retail business, the researcher wants to work
with supermarkets.

Consumers of UK are highly price sensitive as they are well educated and about
80% consumers are from service profession.

As green marketing is very environment friendly and a new dimension of

marketing the researcher will find more enthusiasm.

Researcher will be able to know about the consumer perception, buying decision
process, brand positioning, supermarkets, fairtrade, organic and green marketing by
choosing the subject area. For these reasons researcher generally choose the
subject area as it works as golden opportunity for him.

1.9. Structure of the research

There are five chapters in this research. The first chapter broadly describes
background, the rationale and importance of the research. The second chapter will
discuss similarities and controversies among various literatures related faretrade,
organic products and green marketing. The third chapter will demonstrate the industry
analysis. Similarly, the fourth chapter will contain the research methodology. In the fifth
chapter, the researcher will analyze the collected data and result will be compared with
the literature review whether the result match the view of the authors or not.
Consequently the chapter no. five will analys the result and discuss the findingFinally,
the sixth and the last chapter will conclude this dissertation with giving some
recommendations and future research scope.

1.10.

Summery

With research aims and objectives this chapter shows the background, rational and
importance of the study. In the next chapter on the perspective of UK we will learn the
buying process of consumer on fairtrade and organic product from supermarkets, brand

positioning and consumer perception power and the perception on fairtrade and organic
products from supermarkets and also will review the current literature.

Chapter 2
Literature Review

2.1. Introduction

In this chapter, consumer perception on fair-trade and organic products, green

consumer buying decision making process and brand positioning of fair-trade and
organic products is the discussion of the researcher. Human psychology that affects
consumer perceptions of the environmental issue and how it motivates their purchasing
habits is the only issue more complicated than the environment according to Financial
Times.
Firstly, the UK perception on fair-trade and organic products from supermarkets will be
explained by the researcher. As well as basic consumer perception, perceptual
process, green marketing perception, and stimuli is explained by the researcher.
Secondly, the researcher will explain consumer buying decision process on fairtrade
and organic products from supermarkets, with influencing power of consumer
perception. Thirdly, brand positioning and how it is working to attract consumers in the
UK supermarkets for fair-trade and organic products will be discussed by the
researcher.
Finally, a brief summary will be given what the researcher discussed in the literature
review chapter.
2.2.

Consumer

perception

on

fairtrade

and

organic

products from supermarkets in UK

EiblEibesfeldt (1988) studied that the study of consumer perception is the study of
mostly unconscious process of consumer mind through the external environmental
information, and past experience of only certain things, which comes to our senses in a
particular time. In this sequence Roth (1986) explained consumer perception is the
perceived ways, where consumers acquire information from the sense organs which is
transformed into experiences of events, objects, tastes, sound, touch, etc. Even,
VanRullen and Thorpe (2011) describes consumer perception almost the same way that
consumer perception is an active process that continuously categorizes and interprets
the information provided by their senses. It enables people to almost instantly gain an
understanding of what the objects and scenes they encounter mean. Therefore, A
process of how stimuli are selected, organized and interpreted is called consumer

perception. Although, perception and sensation is not the same thing, Jansson-Boyd
(2010) found sensation is a process of simply presented information which is interpreted
to consumers by their various senses, whereas perception connects meaning which is
attached to the sensations experienced. From existing attitudes, general disposition,
and beliefs, those meanings is collected. This later is stored in consumers memory that
information is then structured in a perceptual pattern.

Moreover, as like human philosophy, the history of perception is very old, but from the
end of 19th century modern day perception is quite related with experimental
psychology. Some psychological term (Sensory Thresholds) will be necessary to
understand consumer perception in deeply. According to Arnold and Zinkhan (2004),
firstly, if different sensory receptors of human body detected the lowest label of input,
then it will be called absolute threshold. Secondly, the differential threshold is the
capability of a sensory system, which can detect changes or variations between two
senses. Therefore, most supermarkets create massages or information above
customers threshold; then people will focus on them. But Solomon (2010) reviewed
some differentiality that subliminal perception happens when the sensory system is
under the level of customers awareness. Fulberg (2003) added although, the
supermarkets environment gives many opportunities to marketers to play with
consumers stimuli or senses, in order to develop or maintain their good relationship
with brands.
Perceiving

Illustration creation by

through/Stimuli
Vision

Designs, logo, Colour and product.

Sound

TV/Radio ads, varieties of music, and discounts announcement.

Smell

Vegetables, fresh fruits as well as bread usually consumers

Taste

smell.
from many marketers, blind test has shown the importance of
brand image.

Touch

Supermarket

consumers

frequently

touch

their

product,

especially, fruits, vegetables and fabrics.

Appendix-2: consumer Perception and the use of senses
Adaptation: (Evans et al., 2009)

Solomon described that, exposure is the degree to which people notice a stimulus that
is within range of their sensory receptors. Consumers concentrate on certain stimuli, are
unaware of others, and even go out of their way to ignore some messages. (Solomon,
2006, p.47). Adaptation frequently affects exposure; some factors which create
adaptation are:

Intensity: less-intense stimuli ( e.g., dim colour and low sound)

Duration: sensory which need lengthy exposure.
Discrimination: Simple stimuli habituate.
Exposure: frequently encountered stimuli habituate.
Relevance: stimuli which are unimportant or irrelevant habituate (Solomon,
2010).

Morrion and Rathneshwar (2000) analysed that when consumers see familiar or famous
brand name then their attention increase and it also improves the chance for purchasing
that brand again. Jansson-Boyd (2010) has argued that all the sensory receptors have
the power to get consumers attention. Some heavily exercise methods are, buying or
keeping large blocks of advertising or shelf space, and advertising on the backside of
trolleys especially to get consumer attention in the supermarkets. Evans et al. (2009)
described four aspects of attention:

Gaining attention: the most important, but difficult work.

Holding attention: to ensure the flow of actual message, attention needs to be

held.
Leading attention: must be followed the message.
Distracting attention: it only needed if the message is weak.
Even though, Jansson-Boyd (2010) approached supermarket can gain attention
through, colour, novelty, personal relevance and preferences, brand identity, and

influence of mass media. Most studies in this field have recognized by Lewis (2008) that
there is no uncertainty that colour is quite helpful to get consumer attention, and
consumers generally spot colourful products. Jansson et al (2009) added that it would
be easy for green products, if they use green colour for their packaging, but green
colour is using on many conventional products packaging with other basic colours
(white, red, black, pink, blue, yellow, orange, brown, and grey) in the supermarket for
getting consumer attention easily. It would be hard for marketers by using colour as an
attention-grabbing or persuasive technique. After that, to get consumer attention for
creating perception, novel elements can be one of the major ways. Researchers like
Berns et al (2007) found that certain areas of human brain respond to novel elements
without awareness. For creating attention through supermarkets' environmental issues
and good quality product characteristics, supermarkets in the UK, organic and fair-trade
products are using novelty. At home (2010) described that Sainsburys as UK
supermarket chain works with milk farmers to reduce carbon footprints, it has the
highest number of fair-trade products, one of the largest number of organic products,
and it as well as helped some other novelty causes (food sourcing, sustainability,
electric vehicles for transport, packaging, recycle, waste management). As a result,
Sainsburys get the highest market share within all groceries market share. Even, Tesco,
the market leader of the UK supermarket chain, started focus on novel element of their
business since 1997, in order to do that Tesco promised more own brand product and
less packaging for consumer.
Chernev (2007) indicated that, consumers who have a personal relevance or preference
for a product pay much more attention on that particular products information. Gendron
et al (2009) indicates that fair-trade is becoming a strong social movement which runs
by green or ethical consumers. Especially, fairtrade is becoming a social movement
within the UK consumers and more than 500 towns of UK are turned as Fairtrade town.
In addition, Jansson-Boyd (2010) wanted to place argument that brand identity can be
quite supportive for making customers to notice certain types of products. To formation
a good product attitude toward that particular product to consumers, the mass media
could be helpful. In order to grow good public perception toward their products,
supermarkets, fair-trade and organic are using lots of media attention. After attention,

here consumer decides what things really matter, interpretation is very essential for
consumer perception. It can be different from people to people when people perceive
the stimuli, and the meanings of those stimuli are various as well.

2.3. Analyzing the impact of consumer purchasing

decision on fair trade and organic products.
Consumer buying decision process is one of the most important parts of marketing
concept and strategies. Many literatures strongly emphasize on consumer buying
decision process.
Pride and Ferrell (2006) stated that consumer buying decision process means a fivestage purchase decision process that includes problem recognition, information search,
and evaluation of alternatives, purchase and post-purchase evaluation. Whereas,
Windham and Orton (2000) described six stages of consumer buying decision process,
as; stimulate, consider, search, choose, buy, and buy again. However, many authors
like Kotler et al (2008) have similar point of view with Pride and Ferrell that consumer
decision making has five stages (problem recognition, information search, evaluation of
alternatives, purchase and post-purchase evaluation) of activities.
Although, leading to the selection of a course of action among several alternatives,
decision making can be regarded as an outcome of mental processes. A final choice is
produced by every decision making process. In addition, Baker et al (2001) specified
that efficient decision-making involves a series of steps that require the input of
information at different stages of the process, as well as a process for feedback.
Furthermore, Solomon (2002) focused on three types of consumer decision making,
which will help to understand consumer buying decision making process. Those are
extensive problem solving, limited problem solving and routine response behaviour.

2.3.1.

Purchase decision

Purchase decision is the most important stage of consumer buying decision process.
Green consumer will spend money on fair-trade or organic products in this stage.

Appendix- 3: Purchase decision of organic products

Furthermore, McLaughlin (2010) reported that only 53 % (almost 33 million) were
influenced by green issues in their purchasing in the 2010, and only 28 % (almost 17
million) consumers will pay premium price for organic and fair-trade products, among all
consumers of the UK. There is an estimated that by the end of 2012 in the UK, fair-trade
products business might cross 2 billion.

2.3.2.

Post-purchase behaviour

After a purchase, either further purchases or re-evaluation, the consumer

frequently is involved with post-purchase behaviour. Buying one product leads to further
purchases in many cases. In the UK supermarkets, green consumers follow the same
rules of post-purchase behaviour. Nevertheless, Peattie (1995) states that green
consumer post-purchase behaviour can lead them to do other activities, like;

Green consumer will use same product, but different way.

Green or ethical consumer may reuse the whole product or part of the product.

Safe and sustainable way of disposal for green products.

Green consumer keeps special focus on recycling of waste and product

packaging.

Finally, green consumer may focus on their lifespan and health beneficiary issues

in the post-purchased behaviour.

2.3.3.
Influential other factors for making purchase
decision
Jansson-Boyd (2010) and Peattie (1995) signposted that, many other factors
would change or persuade consumer to make purchase decision making, for instance;

The buying decision making can be influenced by rational economic status (price

of the products) of the green consumer.

Cultural norms (environment and society) of Green consumers could persuade

them to change their decision.

Green products price sensitivity (premium or low price) would make an impact on

decision.
On the consumers consumption social factors (Boycott and fairtrade movement)
make great difference.

Appendix-4: Factors for making purchase decision

Source: (Odin et al, 2001)
Shah and Oppenheimer (2008) claimed heuristics are one types of mental short cut
method, which consumer subconsciously use for reducing the effort involved with
decision-making process. Jansson-Boyd (2008) explained that many marketers want to
know more about heuristics, because then they will better understand how to present
consumer information for changing consumer decision making on particular product or
service. Hutchinson & Eisenstein (2010)s research to date has tended then they will
less rely on heuristics for their decision making process if consumers are more familiar
with the products and products information. So, in decision-making of fair-trade and
organic products, heuristics are not working, because the green benefits of those
products are known by the consumers, and they are very conscious for that they are
buying.

On green consumption, life stages and styles are making massive effect.

Odin et al (2001) included that brand loyal customers always have a great bond,

involvement, and attraction on their brand.

On buying decision making process, family value and education also can make

impact.

2.4. Understanding

of

the

brand

positioning

and

its

influence on the customers purchasing decision for

fair trade and organic products in UK supermarket.

Positioning as it starts with manufactured goods, a merchandise piece, a

company, a service, an organization, and/or even a person perhaps yourself is
described by Ries and Trout. But positioning is not what you do to a product. What
people do to the attention of the prospect is called positioning, said by many
researchers. Whereas, Rothacher (2004) indicates that, in modern business
environment, the soul of product is brand. A choice to select reliable qualities, pricing,
images, and mental peace is given by brand to consumer. Rothacher (2004) also added
that brand also can evoke very strongly emotional activities for a prospect and can
make that prospect in a brand loyal consumer, if only properly brand positioning is
possible by the company. So, for modern days business both positioning and brand is
quite essential.
Even, among sales, advertising and marketing people, brand positioning has become a
buzzword. For attracting more consumers toward their brand, a strong and successful
brand should have strong positioning strategy. With remarkable consequences Ries and
Trout (2001) argued that brand positioning means create a space in consumer mind for
particular brand. Brand positioning is a part of positioning. Moreover, Davis (2000)
believed that, brand positioning gives the brand a credible, unique, sustainable and
valued perception in consumers minds. To compete with competitors, It helps the
product or service. So, for creating a special place in consumer mind, Ries, Trout, and
Davis gave impasses on brand positioning.

Most people think through Ries and Trout, positioning first started in the 1972. Whereas,
Christopher and green (1976) first talked about brand positioning in their three types of
positioning (Market segmentation, Purpose positioning, and Brand positioning).
However, Nilson (1998) debated that long before the birth date of Christ, the origin of
brand has been found, and first sign of brand was the oil lamps manufactured by the
Greek islands. But because of the rapid technology advances, globalization and
creating competitive advantages influenced companies to create their brand; modern
days of brand came in the early 1990s.
More than 10,000 different types of brands are kept on shelf or display by average
supermarkets. That means, a consumer has to categorize more than 10,000 different
brand names in their mind if he/she wants to buy a brand that time. It is analysed that
this is very difficult for ordinary consumer, but if that particular brand has created a
positioning in consumer mind, then consumer can easily remember that name and
purchase that brand.
Lewis (2009) mentions that typical supermarkets in the UK has four types of brands,
such as;

Premium brands (e.g. Tesco Premium Kitten Cuts in jelly with Duck, Asda Red

Kite Premium Carrier)

Manufacturers or company brands (e.g. Cadbury chocolates, Gillette Fusion)
Supermarket own brands (e.g. Sainsbury basics white facial tissues, Morrisons

coffee)
No-Frills brands (e.g. Asda Smartprice apple juice, Tesco value washing up
liquid)

Furthermore, Solomon (2010) pointed out that, to create brand positioning in the
marketplace, marketers may use different dimensions. To create a strong positioning,
some bigwig brands are being used by different dimensions of brand positioning, such
as;

Lifestyle: Hallmark brand position their product through lifestyle of consumers

aspect (Caring Shared).

Attributes: Wal-Mart focuses on Low Prices and Good Values.

Product class: Nikes brand positions themselves through product performance.

Price leadership: Wal-Mart positions their supermarket brand as low prices and

good value.
Competitors: Nordstroms position retail service as highest level.
Occasions: McDonalds positioning their brand as food and fun.
Quality: FedEx created their brand position through quality of services.
Users: Levis position their brand on users types. (Solomon, 2010)

Whereas, Davis (2010) outlined green brand positioning strategy for marketers. Those
issues are;

Describing consumer features and benefits;

Pricing of green brands;
Distributing channels;
Labelling of green brand;
Environmental benefits;
Environmental performance;
The corporate environmental policy;

For any green product or brand, Evans (2009) attempted to show it is essential to
identify their primary benefit, then it will be easy for them to get market share. Oksanen
and Evans (2009) suggested that the primary benefit of fairtrade or ethical brand is
related with fair payment of products or labour. Whereas, Solomon (2010) indicated that
organic products primary benefit is to maintain ecological balance (environmental
friendly) during production.
Devis (2008) focuses on organic brand distribution process in the supermarkets, and
mentioned it is not very well received by green consumers, because to sell some low
quality organic products, sometimes supermarkets were using green wash. Whereas,
Evans (2009) suggested that green consumers like the way supermarkets are
distributing fairtrade products, because fairtrade brand is very strict to its quality and
ethical standard. Even though, Fillion (2007) stated that if they focus on environmental
benefit of their brand, fair-trade and organic products will get better brand positioning.
Nevertheless, for green brands labelling (logo) is very important. In the UK, fairtrade
label is quite familiar and all fair-trade products have one labelling (logo). Whereas,

Jones (2010) indicated that in the UK supermarkets, many types of organic brand
labelling are available, this makes consumer confused to choose the right organic
products.

2.5. Finally, find out the effectiveness between the fair

trade and organic products in UK supermarkets for
consumers.
During the 1988, green consumers in the UK first searched information about green
products. Elkington and Hailes wrote The Green Consumer Guide in the 1988, since
then it has been one of the most significant sources of credible information for green
products. Fillion, (2007) added that from many specialised guide books, like; The Green
Parents Guide, The Ethical Consumer Guide, The Cruelty Free Shopper, The Global
Consumer, and Student Shopping for a Better World, UK consumers collected green
products information from the 1990s to the early 2000s. However, many researchers
and writers have explained that internet, newspaper articles, and social media for
getting information about fairtrade, organic, and other green products are heavily used
by the modern green consumers. From different types of casual environmental
organizations and groups, such as; WWF, Compassion in World Farming, RSPB,
Pedestrians Association, Greenpeace, British Trees Earth First, Countryside Alliance,
Ramblers, Living Earth, Transport 2000, and Reclaim the Streets, green consumers
collect information on fairtrade and organic products.
However, Raynolds (2002) showed logic that supermarkets should provide more
information about fairtrade products, because consumers want to buy fairtrade from
supermarkets, but fairtrade products information is not that much available as other
products information. Whereas, Devis (2008) detailed a good concerning thing that
supermarkets are proving sufficient information about organic products.
During this third stage of the decision-making process, alternative purchase selections
resulting from the information search will be evaluated by the prospective green buyers.
Arnold et al (2004) performed a similar series of experiments that this is the most

important part for supermarkets and green consumers. Because, here consumer will
compare, contrast and select from organic or fairtrade products. Gendron et al (2009)
suggested for evaluating of alternatives every individual consumer always look
differently, such as:
Criteria: The standards and specifications used to compare different products and
brands (organic or fair-trade).
Importance: ethical issues, environmental effects, reliability, test of that products, review
from consumers and strong brand image is very effective.
Evoked set of alternatives: almost every major brand want to come here, if brands are
here then they can get customer. Among all green products, organic and fairtrade
products are almost first in the UK consumer evoked set from supermarkets.

Criteria

Importance

Evaluate
alternatives
on criteria

Evoked set
of

Combine
information

Select
alternative

Figure 1:Alternative Evaluation and Selection process

Source: (Gendron et al, 2009)

Green consumer and general consumer almost follow the same strategy. Smithers
(2011) published paper as to the literature that if they find organic product then they
want to buy organic products. Whereas, Benn and Bolton (2011) described that
consumer choose fairtrade products, especially grocery food items and cloths are
rapidly growing demand categories for supermarkets consumers.

It is clear to understand the UK consumers perception on fairtrade and organic

products from supermarkets, consumer buying decision making and those influencing
factors, and brand positioning of fairtrade and organic products in the supermarkets
from above explanation.

The following chapter, the researcher will explain different types of research methods,
as well the researcher will select the appropriate methods to achieve all objectives and
aims of this research.

2.6. Conclusion
From above explanation, it is clear to understand the UK consumers perception on
fairtrade and organic products from supermarkets, consumer buying decision making
and those influencing factors, and brand positioning of fairtrade and organic products in
the supermarkets.
The following chapter, the researcher will explain different types of research methods,
as well the researcher will select the appropriate methods to achieve all objectives and
aims of this research.

Chapter: Three
Industry Analysis
1.1. Introductions
Comprehensive study of Becchetti and Roasti (2008) focuses on the Fair trade brand
perceptions. From their study it is seen that consumer mainly demand for fair trade
because of the corporate social responsibility (CSR) and corporate values of the brand.
Moore (2011) stated that corporate values should come first in consumer minds and for
building positive marketing image fair trade invested huge amount. There are some
Common Code for the Coffee Community Association (4c) through which the The British
Coffee Association, represents the UK coffee trade and industry, promotes social
responsibility and sustainability in environment. It influences many major firms along
with Nestle UK Ltd and Kraft Food. Fair trade has significantly implications on the
traditional coffee vendors for socially responsible branding. The Fair-trade Foundation
(2010) reported that fair trade marks ensures better deal for the producers of developing
countries and it is well known by about 65% people in UK. there are few firms who
target the socially concerned consumers so the fair trade dominate that market segment
and sizeable corporation has became it's main competitors. With socially responsible
and sustainable strategies the traditional vendors not only approached coffee but also
wine, tea, clothes and other products.
1.2.

Fairtrade and organic product industry sectors in UK

Farmers and workers of the developing world get the concentration of fair-trade for
better prices, good working condition, local sustainability, and fair terms of trade etc.
The discrimination of conventional trade towards poorest, weakest produces is
addressed by the fair-trade and it ensures that the company will pay the sustainable
price which will not be lower than market price. For these help of fair-trade they can
improve their lifestyle. 3000 products are for sale through retail and catering outlets in
the UK which are licensed by fair-trade.
The UK market reached approximately retail value of 493 million; generally UK market
is doubling in every 2 years. From another market UK is more awareness about
fairtrade and it is also one of the largest fair trade markets in the world. Nearly 20% of
roast and ground coffee and bananas that are sold in UK are fairtrade. Some
internationally accepted criteria's are set for following products and there is a list of
approved producers which are maintained by a FLO register.
Food products: Bananas, Cocoa, Coffee, Dried Fruit, Fresh Fruit & Fresh Vegetables,
Honey, Juices, Nuts/Oil Seeds/Oil, Quinoa, Rice, Sugar, Tea, Wine
Non-food products: Beauty products, Cotton, Cut Flowers, Ornamental Plants, Sports
Balls
1.3.

Marketing challenges and practices by the main UK supermarkets

The UK supermarkets have been outperforming, on the contrary, in recent months have
seen faster than Tesco profits fall even. Now, it has been said by the managing director
that to extend its existing price match guarantee it was capitalizing tens of millions of
pounds. This was their equivalent of John Lewiss never knowingly undersold pledge
that has been said by him. the squeeze on living standards is probably prompted the
move in double dip recession-hit Britain. as a result, shoppers increasingly was keen to
hunt down the lowest pricesas well as discount vouchers. Industry sales volumes are
falling for the sake of Higher food and fuel prices. Meanwhile:
- Market share has been lost by Morrisons recently, it was suggested and was being
outgunned in a voucher war at the checkout.
-In the last month Tesco has announced a 1bn investment in its UK chain when sales
and profits has been fallen, offered 10 off a 80 groceries shop.

-Brand Match is being run by Sainsbury. It is generating coupons at the till for the
purpose of purchasing branded goods elsewhere. Tesco is larger compared to Waitrose
(where the market share of Tescos 30.7% compared with 4.5%) and to shake off its
reputation it has been sought for being expensive by running more advancements as
well as hosting its the range of budget essentially.
Promotion of green marketing has got more attention than other areas. The Federal
Trade Commission (FTC) had to provide guidelines to understand the words
"recyclable", "degradable" and "environmentally friendly" in environmental advertising
because of rapid growth of the green advertising concept in late 1980s. To prevent any
short of deception the qualities and other important issued should be disclosed.
Organization should clear the fact that whether the environmental issues are applied in
products or packaging or component of either. And the claim of environmental
sustainability of products or package should be qualified.
1.4.

Sales and growths

While large competitors are targeting Fairtrades market segment, it still displays strong
growth in the UK market - not just financially, but key distribution contracts with major
supermarkets. In 2009, Sainsburys, The Co-Op, Morrisons, and Tesco all made major
commitments to distribute products and transfer existing products to the Fairtrade
certification (Fairtrade Foundation 2010, p.5). Producers and Caf establishments like
Cadburys and Starbucks also transferred to branded products. This signals a highly
significant expansion of the brand. Some product sales have shown particularly rapid
growth - cocoa grew 93% to 3.6 million kilograms and sugar up by 53% to 69.3 million
kilograms over the year.

Figure 2: growth of fairtrade in Jobs and prices

Source: Fairtrade Foundation, 2011
Financially and with distribution contracts with supermarkets the fairtrade is still showing
strong growth although some large competitors are targeting the fairtrade market
segment. Fairtrade Foundation (2010) stated that some major companies like Co-Op,
Morrisons and Tesco all made commitments to certified their existing product from
fairtrade and to distribute their new product. Some producers and Cafe like Cadburys
and Starbucks transferred to branded products. Which show how significantly the brand
has expanded? Between 1 year some products particularly cocoa and sugar sales has
showed rapid growth. Income rose from 0.8 million to 1.9 million as UK License fee
grew 7% which made the fairtrade financially solid. Again General UK food retail grew
just 5.1% but the fairtrade Uk food retail sales grew by 14%, the amount of increasing
was from 880,620,304 in 2009 to 897,315,061 in 2010 and these information was
collected from British Retail Consortium (2010). Growth in sales provides opportunities
for new firms who want to joint the fairtrade brand.

Figure 3: Sales of fare trade in UK

Source: (www.fairtrade.org.uk, 2012)

Cocoa and the honey part of all sugar containing product were represented by the
figures including the review of 2009, historical figures and updated sales value. By not
making other category the figure covered the fairtrade commodities. Vegetables, pulses,
dried fruit, rice, sesame seeds, quinoa, oils and nuts, spices and sports balls are those
commodities.
though some households are budget conscious and keep their eyes on the expenditure
bills, still they have spend 12 per cent more in 2011 than 2010 on fairtrade products.
The consumers are ready to pay more for the better deal of foreign farmers and it can
be understand as UK sales of Fairtrade goods is 1.3bn. The trend of decline of Great
Britain retail market has been bucked by fairtrade products as it sales was 1.32bn in
2011, compared to 1.17bn in 2010 and fairtrade foundation launches its annual
promoting period of time on Monday.
1.5.

Conclusion

Serious level of concerns is possessed by the UK external environment for fair trade.
UK government is stable with policy to remove deficit and the early splinters are likely to
worsen at the time of writing the report. Though the survey used a small and nongeneralized sample, its brand positioning reflects that as an organization with strong
corporate values has succeeded. Free market thinktank show that about 0.01% of food
and drinks sales worldwide are as fair trade.

Chapter: Four
Research Methodology
4.1. Introduction

This chapter requires a detail focus on the research questions, which was
presented in the chapter 1. Research methodology is a combination of knowledge, with
help of this the researcher easily can explain and analyse questions of the research,
and discuss different methods and potentials for advance research (Miller, 2008). This
chapter is based on research questions different methods and strategies, such as,
researcher utilizes descriptive, deductive, interpretive, inductive, analytical, and mixed
methods to take appropriate and sensible decision with view to conduct the research.
Even, this chapter will give the detail explanation that why the researcher choose
certain types of methods, and how those methods will help to fulfil this research
objectives and aim. Finally, this chapter also discuss the data collection methods, such
as; interview and questionnaire to the supermarkets consumers.

4.2. Research Design

A description about research design was found Sachdeva (2009) that, All research is
interpretive; it is guided by a set of beliefs and feelings about the world and how it
should be understood or studied. (Anderson et al, 2011, p.19). So, it is meant by the
research design that the particular plan and structural body of the main research as well
as it is going to explain how the objectives and problems of the research will find
solution. Even, Skapinker (2012) indicates that collecting secondary and primary data
research design helps the researcher which will analyse the collected data with the
supports of literature review.

Figure (4) different types of research approaches are depicted and from it the
researcher can select any suitable study approach to conduct this research.

Figure 4: Onion Diagram

Source: (Yeboah, 2010, p. 132)

4.3. Research Philosophy

Many authors and writers described research philosophy and their elements in
their research (Jha, 2008)). It is a certain belief of the researcher for collecting and
analysing the research data (Sachdeva, 2009). Gaillet (2012) indicate that research
philosophy has two primary alternatives; positivist philosophy and phenomenological
philosophy (Figure- 5).

Figure 5: Research Philosophy paradigm

Source: (Gaillet, 2012, p-54)

The positivist paradigm suppose that the behavioural relationships of human being can
be predicted and described with regard cause and results (May, 2007). Positivist
paradigm thinks that all data should be collected in the certain social environment for
predicting the behaviour. Even, the data collection technique of positivist paradigm
includes survey, experiments, and observations and includes the systematic data
analysis to get best possible result and to examine the hypothesis (Gomm, 2008)).
Although, the primary aim of this types of research is depend on the theory test
formulation for generating result from large number of population. If that theory fails,
then new theory will be formulated in order to replace the testing order.

Whereas, phenomenology philosophy is a subjective types of research, which

concentrate on a smaller number of population with deeper understanding (Doyle et al.,
2009). Gaillet (2012) describes that phenomenology philosophy is quite helpful for the
researcher in order to deeper understand of business and activities of social sciences
(Saunders et al., 2007). This philosophy is focused on the question that, how individuals
are doing their works and influencing others from their works and the researcher
particularly focus on perception or way of thinking by individuals (Bryman et al., 2003).
Moreover, Gomm (2008) suggests about phenomenology philosophy almost the similar
way that, this philosophy gathers individual experience in order to create interpret data
for the researcher. However, to conduct this research, the researcher used positivism
philosophy which adopted from the Flick (2011) as following;

The overall research was conducted in the business organization rather than

laboratory.
The collected data were high quality in nature and the researcher involvement

was high for collecting data.

Verifiable data gathering system increased the validity of the data, which
collected for the research. (Gaillet, 2012, p. 54)

As described the research objectives in the chapter 1, the best philosophy for this
research is positivism philosophy because, this research will help to know current trend
of consumer buying behavior in UK supermarket, their point of view for buying the
particular types of product from the supermarkets in the UK.
4.4. Research Approaches
The researcher used both deductive and inductive approach in this research, in
order to acquire the objectives of this research. Many writers and authors have been
indicated about the selection of deductive and inductive approach for achieving the
research objectives (Flick, 2011).
Yeboah state deductive research approach as, a study in which a conceptual and
theoritical structure is developed which is then tested by empirical observation; thus
particular instances are deducted from general influences. (Yeboah, 2010, p.19). This

approach clearly explained that how the researcher focuses on the particular ways
rather than general ways for solving the research problems.
Whereas, Yeboah describe inductive research approach as, a theory which is
developed from the observation of empirical reality; thus general inferences are induced
from particular instances, which is the reverse of the deductive method since it involves
moving from individual observation to statements of general patterns or laws. (Yeboah,
2010, p.13).

However, Gaillet (2012) and Sanger (2012) contradict both deductive and inductive
approach can be explained in the particular research. Even, Perry (2001) suggests this
research approach used pure induction (theory formulating) to pure deduction (theory
examining).

4.5. Research Strategy

To research, the scholar used questionnaire method. In questionnaire, the researcher
wanted to know more perception on fairtrade and organic products from supermarkets.
consumer buying decision process on fairtrade and organic products from
supermarkets, with influencing power of consumer perception and brand positioning and
how it is working to attract consumers in the UK. In order to do that, the researcher
made 15 questions and distributed those questionnaires in the largest 5 supermarkets
in the UK supermarkets chain, which are somehow connected with fair trade business.
In the appendix (5), the researcher described all the questions of the questionnaire.
All collected quantitative and qualitative data analyzed in the chapter 5. Qualitative data
analyzed through Excel, SPSS, Chi-Square software and those interpret, in order to find
answer for research question which helped to fulfil research objectives. Moreover, in
chapter 5, the researcher used template analysis to get quantitative data from survey.

4.6. Research Choices

In order to fulfil research objectives, the researcher can use qualitative and
quantitative or combination of both approaches. In this research, the researcher used
quantitative approaches of the methods. Sanger (2012) entailed quantitative method
helps the researcher to acquire research objectives by analysing more perception on
fairtrade and organic products from supermarkets, consumer buying decision process
on fairtrade and organic products from supermarkets, influencing power of consumer
perception and brand positioning and how it is working to attract consumers in the UK.
In addition, quantitative method helped to collect and analyze the data. The difference
of qualitative and quantitative research methods is; quantitative methods were
originated for studying natural science and it uses laboratory experiments, numerical
methods, survey and so on to conduct the research, whereas qualitative methods were
originated for studying social and cultural science and it uses case study, ethnography
and so on. That is why with the support of the method the researcher used the
quantitative method.
Yeboah (2010) proposes that quantitative method utilizes data to explain a particular
problem through different methods. Therefore, it has been utilized in this research to
study the functions of consumer buying decision process, and consumer perception
towards how consumer buying behaviour can affect by organic and faretrade product of
UK supermarket (Figure-6). According to Jha (2008) there are three ways for mixing
qualitative and quantitative data to acquire the research objectives; merging,
embedding, and converging.

Figure 6: The 3 Ways for mixing qualitative and quantitative data methods
Source: (Jha, 2008))

In this research, the researcher used quantitative method for data collection and
analyzing processes. the researcher used survey questionnaire qualitative data
collection process. The researcher used quantitative method as questionnaire. In
questionnaire the researcher tried to find out of the perception on fairtrade and organic
products from supermarket, with influencing power of consumer perception, consumer
buying decision process on fairtrade and organic products from supermarkets, and
brand positioning and the way of attracting consumers in the UK. At the end, the data
collected for this research has been mixed together for acquiring the research
objectives.
Although, this method has many advantages, and the disadvantages of this method can
be reverse into advantages for the research. But, there are some limitations observe in
this method, where the researcher will focus more and try to solve those limitations.

Especially, explanation and interpretation of results and different analysis could be

crucial for the researcher, because the method of data collection was in separate ways

4.7. Data Collection Methods

Data collection methods are quite significant for completing any research. All
questions of the research have to answer with the support of data collected, which the
researcher collected through this research. Sanger (2012) indicates that data collection
methods can use secondary or primary or combination of both. Even though, Axinn et
al. (2006) believe that mixed method (primary and secondary) will help the researcher to
find more concise and precise information about the research questions.
Furthermore, there are many different ways to collect data from the case study
research. Some of them are; questionnaire (primary), journal articles, newspaper
articles, and company annual reports from company websites. Author like Yeboah
(2010) contradicts about different sorts of methods can be utilized for data collection for
the research.

4.8. Data analysis

Data analysis of this research will be discussed in the chapter 5, and appendix
(7) helped to understand data analysis more deeply. Many authors suggested various
ways of data analysis method in their research (Sachdeva, 2009).
Among many methods of data analysis, the researcher used reliability analysis and
frequency table analysis to fulfil the objectives of this research.
All collected quantitative and qualitative data analyzed in the chapter 5. Quantitative
data analyzed through Excel, SPSS, and Chi-Square software and those interpret, in

order to find answer for research question which helped to fulfil research objectives.
Moreover, in chapter 5, the researcher used result analysis to get quantitative data from
survey.

4.9. Validity and Reliability

Moreover, various sources of data triangulation methods have been used in this
research to conduct survey with supermarkets going consumer to get answers of the
research (Sachdeva, 2009). In addition, the researcher used investigator triangulation
method in order to insure the validity, reliability and integrity of the secondary and
primary data in this research. All data of this research has been properly cross checked
to insure the reliability and validity. Even, to measure the validity of all collected data,
the researcher used theory triangulation (Yeboah, 2010).
However, the researcher used various methods and techniques to do quantitative
methods of data collection. So, some methods which the researcher used in this
research are discussed below;

4.10. Research Ethics

The researcher followed the University of Huddersfields ethical codes and
conducts about this research (Dissertation), which signed by the course supervisor. Not
only that, thought programme ethical approval, but also the researcher maintained all
general ethical guidelines that, this researcher will not harm anybody and it will maintain
confidentiality of the respondents (Anderson et al, 2011). Therefore, the researcher can
insure that any respondents and any supermarkets human resource officers (who gave
permission for taking questionnaire) will not affected with this research.

4.11. Limitations of the Research

Jha (2008) indicate that every research has some sorts of limitation. Even, the
researcher points out some limitations in this research. The main limitation of this
research was geographical location, because this research needs more data from
different parts of the UK; but it was quite difficult to get data within four months of time
period. Even, the researcher was unable sometimes for check the validity of those data
received from consumers. Cross case examination was another major limitation for this
research. Moreover, the researcher has inadequate knowledge about Excel software,
which was another significant drawback for this research.

4.12. Summary
This chapter focus on various methods available for the research and it clearly
mentioned that, which types of methods will be appropriate to fulfil this research. Even,
it is clear that this research was based on the phenomenological research. In addition,
this research mix the non-empirical and empirical research approach, and deduction
and induction methods are using combine as well. However, this research conducted
as exploratory research and various data collection and analysing methods and
technique have been explained. The following chapter of this research will discuss
about the data collection result and analysis.

Chapter: Five
Result analysis

5.1. Introduction
Full result of analysis and description about the qualitative and quantitative
collected data will be presented by the researcher in this chapter. For analyzing the data
the researcher needed to take help from result analysis. To decide, whether the fairtrade
and organic products are more helpful for green marketing or not, the data will help and
will be able to determine the future of Green marketing in the UK supermarkets. The
data, collected from consumers, are summarized for more analysis.

5.2. Frequency Table analysis

In this part, researcher presents the frequency table in the appendix(7) and the

bar

chart in the appendix (8) and appendix (6) of all questionnaire. the customers of
supermarkets answer the questionnaire. To achieve the objectives and aim of the
research those bar chart can help him.
Consumer perception, brand positioning, consumer buying decision on fairtrade

and

organic product and the impact of green marketing on UK supermarkets are the subject
matter of the study. Researcher tried to collect information from different consumers
from supermarkets and got 57 respondents from the customers. At first some general
question about age, gender etc. were asked by the researcher. 54% of total
respondents were female. According to many scholars generally female consumers buy
more from supermarkets.

Valid

Male
Fema

Frequen
cy
Percent
26
45.6
31
54.4

Valid
Cumulativ
Percent
e Percent
45.6
45.6
54.4
100.0

le
Total

57

100.0

100.0

Figure 7:Frequency table on total 57 respondents gender classification

.
The total 20 of 57 respondents were 20-30 years aged and there were 5 consumers
who were more than 60 years old and others were from different age group. The study
shows that many younger people are coming to the UK supermarkets and as many
authors told that younger people are more conscious about green marketing, the fact
suits the study.

Frequen
cy

Percent

Valid
Percent

Cumulativ
e Percent

Valid

2020
35.1
35.1
35.1
30
3116
28.1
28.1
63.2
40
419
15.8
15.8
78.9
50
517
12.3
12.3
91.2
60
60+
5
8.8
8.8
100.0
Total
57
100.0
100.0
Figure 8:Frequency table on total 57 responses age groups.

Consumer perception as organic and Fairtrade products:

'If they often shop in supermarkets stores?'' when the question was asked about 79%
that means 45 people answered yes and 5 people made no comment.

Valid

Yes
No
No
commen
ts
Total

Frequen
cy
Percent
45
78.9
7
12.3
5

8.8

Valid
Percent
78.9
12.3

Cumulativ
e Percent
78.9
91.2

8.8

100.0

57
100.0
100.0
Figure 9: Frequency table on faretrade and organic product perception

With the scholar suggested some names (Q4) of the supermarket, the researcher asked
another question on which are their favorite supermarkets are. 26% vote was for Mark
and Spencer. 6 tick marks was for ASDA and the favorite supermarkets of 3
respondents was not in the suggested list.
Q. 4

Valid

Frequen
cy
Percent
9
15.8

Valid
Cumulativ
Percent
e Percent
15.8
15.8

Tesco
Marks and
15
26.3
26.3
Spencer
Sainsbury
11
19.3
19.3
Morison
13
22.8
22.8
ASDA
6
10.5
10.5
Others
3
5.3
5.3
Total
57
100.0
100.0
Figure 10: frequency table on favourites supermarkets

42.1
61.4
84.2
94.7
100.0

At the time of knowing about the perception of fairtrade products the statement was that
fairtrade mean ethical business transaction, where farmers or labors get fair price. After
analyzing the result (Q5) the researcher will get that 33 respondents agreed with the
statement but 14 consumers think that sometimes it does unethical job and the farmers
don't get fair price. Another statement was that the fairtrade products do not harm
environment. Positive feedback came from 33 respondents on the other hand 14
thought different perception about fairtrade products. By analyzing (Q4, Q5, Q6) it is
seen that consumer's perception was similar with literature reviews of consumer

perception as most of the consumers showed clear perception toward fairtrade

products. A statement (Q7) presented that the organic products are sustainable and
environmental friendly to know the perception toward organic products. 33 respondents
agreed or stringy agreed with this but 12 consumers thought that organic products are
not always environmental friendly. The next statement (Q8) was that the organic
products test better that the commercial products. 33 respondents positively and 14
respondents negatively responded to the statement. Along with Fillion and Arazi (2002)
majority consumers also mentioned that organic products test better than commercial
products.
From (Q7, Q8) it was clear that most of the respondents had clear perception about
organic products which are similar with literature review.
Analyzing the impact of consumer purchasing decision on fair trade and organic
products
"Organic products are expensive than commercial products" was asked in statement
Q9. 33 participants agreed with the statement but others not. Padel and Foster (2005)
described organic products are expensive.
Q. 09

Valid

Strongly
agree
Agree
Neither
Agree or
Disagree
Disagree
Strongly
Disagree
Total

Frequen
cy

Percent

Valid
Percent

Cumulativ
e Percent

15

26.3

26.3

26.3

18

31.6

31.6

57.9

15.8

15.8

73.7

10

17.5

17.5

91.2

8.8

8.8

100.0

57

100.0

100.0

Figure 11: Table of consumer perception on organic products

The researcher asked for the availability of the information in the supermarkets. 15
respondents did not comment but 29 respondents disagreed with the statement. Major
participants were influced by consumer buying decision making process on fairtrade
products from the Q9 and Q10. which are similar with literature review of consumer
perception on organic product.
Understanding of the brand positioning and its influence on the customers
purchasing decision for fair trade and organic products in UK supermarket
For brand positioning the first question was, if fairtrade product is available they
will choose fairtrade product. Gendron et al (2009) that as a problem recognition matter
and that why consumers of UK are buying fairtrade products. In this analysis 33
participants agreed or strongly agreed and 11 participants did not comment.

The

second statement (Q12) was that consumers will pay fair price for fairtrade products
from supermarkets. Here 8 respondents were confused and 13 were disagreed to this
statement and 36 were willing to pay fair price. The third questions were about the
impressions of fair-trades corporate values is very good. 32 agreed or strongly agreed
and 8 respondents were confused about the question.
it was clear that major proportion of respondents were influenced by Brand positioning
of fairtrade products are attracting more consumers, from Q11, Q12 and Q13
Find out the effectiveness between the fair trade and organic products in UK
supermarkets for consumers

Effectiveness between fairtradeor organic products will be discussed here. Two logics
were used her. In first statement (Q14), 14 consumers strongly agreed and 17 were
agreed and 11 respondents disagreed with the quality of the fairtrade. In the frequency
table analysis (Q15), seek to know the impressions of how convenient to purchase
fairtrade products. though 15 consumers were disagreed but 33 consumers agreed and
strongly agreed with the statement.
5.3.

Chi Square analysis:

With help of descriptive statistics the chi-square analysis has done and overall results
were in Appendix (8). To find solution for future green marketing the researcher tried to
find various dimensions of organic and fairtrade products. So performance will be
compared with the given results of respondents.
The researcher should have clear idea and he calculated mean and standard deviation
for green marketing. These results will help the researcher to identify and understand
the relation between each section.
Atributes- 1: Relationship with consumer perception on the fair

trade and organic products in UK Supermarket.

Null Hypothesis:
The level of gender relationship is medium
Alternative hypothesis:
The level of gender relationship is not medium
Level of significance: 0.05
Test Statistics:

Test Statistics
Q6
Chi-Square

Q7

Q8

3.533(a 5.400( 5.088(a

)
a)
)

Df
Asymp. Sig.

.473

.249

.278

Result: significance p<0.05, the null hypothesis has been rejected.

Researcher found from the chi square analysis that the percentage of response towards
the relationship between the gender and pecetion on faretrade and organic product is
not very good at present. In the literature review many literature insisted that the
supermarket can be succeeded through proper relationship between the gender and the
organic as well as fairtrade products and the clients (Evans et al., 2009). From the
survey questionnaires from the respondents states that gender relationship was not
managed properly in order to attain the competitive advantage.

Q. 06
Chi-Square Tests

Pearson ChiSquare
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases

Value
3.533(a
)
3.761
.057

Asymp.
Sig. (2sided)

df
4

.473

.439

.811

57

a 5 cells (50.0%) have expected count less than 5. The minimum expected count is 3.19.
Q.07

Chi-Square Tests
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases

Value
3.533(a)
3.761

4
4

Asymp. Sig.
(2-sided)
.473
.439

.811

df

.057
57

a 5 cells (50.0%) have expected count less than 5. The minimum expected count is 3.19.
Q.08

Chi-Square Tests
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases

Value
5.088(a)
5.172
.138

4
4

Asymp. Sig.
(2-sided)
.278
.270

.710

df

57

a 5 cells (50.0%) have expected count less than 5. The minimum expected count is 2.28.

Attribute-2: Consumer purchasing decision on fair trade and

organic products
Null Hypothesis:
The proper relationship of age is medium
Alternative Hypothesis:
The proper relationship of age is not medium
Level of Significance: 0.05
Test Statistics:

Test Statistics
Q11
ChiSquare

Q12

16.565(a 9.437(a)
)

Q13
25.278(a)

df

16

16

Asymp.
Sig.

.414

.307

.065

a. 0 cells (.0%) have expected frequencies less

than 5. The minimum expected cell frequency is
5.5.
b. 3 cells (100.0%) have expected frequencies
less than 5. The minimum expected cell
frequency is 3.7.

Result: Since the significance p <0.05, the null hypothesis have been rejected.
The researcher found that the effective and valid relationship of consumers was about
45% medium from the analysis.
That the relationship of the consumers age was not valid was understood from the table
that the respondents agreed. It is being cleared that for valid relationship of consumers
with the product, supermarkets failed to utilize the resources and time.
Even the participants consented that they do not satisfy with the information of the
supermarkets that might lose their consumers in future to the competitors. It is
necessary for the organization to schedule the task in a proper way and according to
the current trends in the market, it is necessary to satisfy the customer needs in order to
avoid it.
Company need to ensure more credible fair price payment system that is responded by
the most of the consumers to the questions. What will help the supermarkets to improve
towards the high scale, the company need to take those proper steps and follow those
steps.
Researcher found that the company needs to focus on some of the areas of SCM
activities where there performance is ineffective with the help of statistical analysis. In
order to improve the scale level to high standards, they need to take appropriate steps.
Where there is ineffective performance, the organizations should focus on some of the
areas of faretrade and green marketing is showed by the statistical analysis. If they

want to improve the scale level to high standards, they need to take appropriate steps.
That the organization need to improve in faretrade products should more focus on
environmental issues, making available all important information to the consumers and
environment friendly transportation is showed by the frequency table and chi square.

5.4. Discussion
Discussion on Consumer perception about fairtrade and organic products
To understand UK consumer's perception on fairtrade and organic products from
supermarkets is the 1st objective of this research. Many scholars like; Jansson-Boyd,
(2010); Peattie, (1992); Ranchhod and Gurau, (2007); and Oyewole, (2001); discussed
about consumer perceptions on fairtrade, organic products and green marketing in the
UK supermarket (chapter 2).
The researcher discussed many authors point of views in the chapter 2, and analysed
qualitative and quantitative data from consumers (chapter 5) in order to find out the
supermarkets consumer perception about fairtrade products.
In the literature review section, Oksanen and Uusitalo (2004) indicated that fairtrade
focus on fair payment and ethical business transaction. As Oksanen and Uusitalo
described, in the chapter 4, the researcher found that maximum number of respondents
from quantitative data analyzed, as well as qualitative data analyzed felt the same way.
In the literature review section, Raynolds (2000) focused on environmental issues with
fairtrade products. The researcher found Raynolds's statement is supported by 33
participants, but there is a large number of participants, almost 15 participants did not
support that statement.
However, in the chapter 2, Gendron et al. (2009) suggested that fairtrade is becoming a
social movement in the UK. As Gendron et al. explained in the chapter 2, the highest
number of participants thought the same way in this research. Only few participants had
shown different points of view.

To summarise, as many literature explained in earlier chapter, the researcher found that
consumers have the correct perception on fairtrade products.

Discussion on the impact of consumer purchasing decision on fair trade and

organic products
The 2nd objective of this research was to determine how consumer buying decision
process on fairtrade and organic products from supermarkets is influenced by the
consumer perceptions. The impact of consumer purchasing decision on fair trade and
organic products (Chapter 2) is discussed by many authors like; Peattie, 1995; Gendron
et al. 2009; Raynolds, 2002; Benn and Bolton, 2011; and Jansson-Boyd, 2010.
That consumer perceived many producers and farmers do not get fair price for their
products, and for this reason they choose fairtrade products is founded by the
researcher. The fair price payment in the literature review section is discussed by
Gendron et al. (2009). That fairtrade products information is not very available in the
supermarkets, is shown by the research result. Even, Raynolds (2002) explained in the
literature review that, fairtrade
products information is not much available compare to other products information.
Which the researcher found is correct in this research is that consumers in the UK want
to buy green product (fairtrade), indicated by McLaughlin (2010).
After discussion, it is clear that consumer buying decision making process on fairtrade
products influenced the major proportion of respondents. To summarize, it was clear
that major proportion of respondents were influenced by consumer buying decision
making process with their perception for organic products.

Discussion on the brand positioning and its influence on the customers'

purchasing decision for fair trade and organic products in UK supermarket

To understand the brand positioning and its influence on the customers purchasing
decision for fair trade and organic products in UK supermarket was the objective of this
research. Many authors like; Regm (2001); Raynolds (2002) discussed about green
brand positioning.
In the chapter 2, the primary benefit of fairtrade brand is giving fair price for products
was explained by Oksanen and Uusitalo (2004). Similarly, in this research, the primary
benefit of fair-trade brand was understood by 33 respondents. Raynolds (2002)
suggested in the literature review section that consumers liked fairtrade products
distribution process through supermarkets. Even, the researcher found similarity with
Raynolds statement in this research. Because of fairtrade products, 32 participants liked
supermarkets distribution process.
However, in this research, 67% of respondents easily recognized the label of fairtrade
products. In the literature review section, fairtrade Foundation (2011) mentioned that
fairtrade logo can be recognized by UK consumers easily. To conclude, it was clear that
brand positioning of fairtrade products from supermarkets attracted major proportion of
respondents.

5.5. Summary
In this chapter, the researcher explained about qualitative and quantitative collected
datas result and analysis. Then, the researcher found about all answers from questions,
and those are primary researched result and analysis.
The following chapter, the researcher will discuss all those answers and make some
recommendations.

Chapter: Six
Recommendations and Conclusions
6.1. Introduction
According to the findings and results of study as well as result analysis (chapter5) data will recommend in this chapter so that it can fulfil these research objectives.
After that, some recommendations will be made as to future research scope for the
sake of improving the current situation between fairtrade and organic products along
with the future of green marketing in the UK supermarkets.

6.1.1.
Recommendations on Consumer perception about
fairtrade and organic products

Some participants have lack of knowledge within the all participants about

fairtrade products, so it need more marketing focus.

On environmental issues, fairtrade products should give more focus.
More impasses should be given on social movement and welfare.
Environmental ways of farming should be given more focus.
The price should reduced in organic product.
More niche markets should be targeted.

6.1.2.

Recommendations

on

the

impact

of

consumer

purchasing decision on fair trade and organic products

Researcher recommend that supermarkets have to ensure more credible fair

price payment system.

Availability of more information in the UK supermarkets should be enhanced.
Supermarkets can offer different educational marketing literature levels where
there are complex products.

6.1.3.
Recommendations on fairtrade brand positioning in
the UK supermarkets

Fairtrade brand might have concentrated on ecological welfares as well.

Ensuring transportation which are environment friendly
Enhancing the consciousness as to the primary advantages of organic products.
Focus on labelling, because for creating superior brand labelling is very
important.

6.1.4.
Recommendation on finding out the effectiveness
between the fair trade and organic products in UK
supermarkets for consumers

Supermarkets can promote farming modification, control erosion, as well as

there will be no burn and slash

Use of pesticides and fertilizers should be restricted
Proper management of waste, water and energy is required from the
supermarkets.

6.2. Future Research Scope

The analysis has been disbursed on a broad issue. However, there ar some scopes of
any analysis which is able to be mentioned within the following.

There was very little chance to be specific in some factors like current trends in
organic and faretrade merchandise furthermore as advanced steps to travel for

higher performance. Therefore, an honest scope of any analysis on these factors

is obtainable here.
Moreover, the research worker has solely taken questionnaires from the workers.
There are scopes of concluding in-depth interviews from the managers on each

body and operational level.

There is scope of victimisation alternative approaches additionally because the
research worker has used solely frequency table analysis during this analysis.

As the scholar has notice wide variations in some answers of the similar queries from
varied respondents, he believes that an extra analysis on this issue are going to be a lot
of correct.

6.3. Conclusion
The researcher found from all quantitative and qualitative information analysis that
consumer perceptions in different types of fairtrade and organic products, the influence
of consumer purchasing decision on fair trade and organic products, brand positioning.
Then, how it influences on the customers purchasing decision for fair trade and organic
products in UK supermarket and the effectiveness between the fair trade and organic
products in UK supermarkets for consumers are also discovered in this dissertation.
Firstly, the researcher found from this dissertation firstly that majority number of
consumers perception about fairtrade products were ethical business transaction where
farmers or labours get fair price as well as they do not harm environment; and it is
becoming social movement in the UK. All those perception about fairtrade products
were supported by various scholars in chapter one. Secondly, this analysis found that
organic product perceptions inside participants were; stable and environmental friendly
approach of production; take a look at higher than industrial merchandise; and dear
than industrial products. Those specific shopper perception results were positive,
therefore consumers perception concerning organic and fairtrade merchandise was
correct.

Thirdly, fairtrade products consumer buying decision process was influenced by farmers
who do not get fair price for their product. Consumers are not getting proper information
so much available in the supermarkets as long as they pay fair price types of
perception. So, from result analysis and literatures statements, this research found
positive result. Finally, fairtrade brand positioning can attract more supermarkets going
consumer. More supermarkets going consumer can be attracted by organic brand
positioning. Those two were tested by the researcher and found the objectives were
correct.

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Appendix- 6: Research Survey Questionnaire

This is a survey to explore and analyze the future of green marketing in the UK
supermarkets. I would expect your honest and impartial participation to achieve an
exclusive unbiased outcome. All the information will be used for academic purpose and
kept under strict confidence.
Please go through the following text to know what the questionnaire is about and
answer the following questions:
1. What is your gender?

O Male
O Female

2. How old are you?

O 20-30 years old

O 31-40 years old
O 41-50 years old
O 51-60 years old
O older than 60 years old
Understanding of the consumer perception on the fair trade and organic products
in UK Supermarket
3. Do you shop in supermarket stores often?

O Yes

O No
O No comments

4. Which is your favorite supermarket?

O Tesco
O Marks and Spencer
O Sainsbury
O Morrison
O ASDA
O Other

Please put tick mark for each statement in appropriate box where 1- Strongly agree (1),
2- Agree, 3- Neither agree nor Disagree, 4- Disagree, 5- Strongly disagree (5)

5. Fairtrade products mean ethical business transaction, where farmers or labours

get fair price.

O Strongly agree
O Agree
O Neither agrees nor disagrees
O Disagree
O Strongly disagree

6. Fairtrade products do not harm environment

O Strongly agree
O Agree
O Neither agrees nor disagrees
O Disagree
O Strongly disagree

7. Organic products are sustainable and environmental friendly way of production

O Strongly agree
O Agree
O Neither agrees nor disagrees
O Disagree
O Strongly disagree

8. Organic products test better than commercial products

O Strongly agree
O Agree
O Neither agrees nor disagrees

O Disagree
O Strongly disagree
Analyzing the impact of consumer purchasing decision on fair trade and organic
products

9. Organic products are expensive than commercial products

O Strongly agree
O Agree
O Neither agrees nor disagrees
O Disagree
O Strongly disagree

10. Fairtrade products information is available in the supermarkets

O Strongly agree
O Agree
O Neither agrees nor disagrees
O Disagree
O Strongly disagree
Understanding of the brand positioning and its influence on the customers
purchasing decision for fair trade and organic products in UK supermarket
11. In a product category, if fairtrade product is available you will choose fairetrade
product

O Strongly agree
O Agree
O Neither agrees nor disagrees
O Disagree
O Strongly disagree
12. You will pay fair price for fairtrade products from supermarkets.
O Yes
O No
O No comments

13. your impressions of Fairtrades corporate values is very good

O Strongly agree
O Agree
O Neither agrees nor disagrees
O Disagree
O Strongly disagree
Find out the effectiveness between the fair trade and organic products in UK
supermarkets for consumers

14. Your impressions of Fairtrades product quality is very good

O Strongly agree
O Agree

O Neither agrees nor disagrees

O Disagree
O Strongly disagree

15. Your impressions of how convenient it is to purchase Fairtrade products is

inconveniently located

O Strongly agree
O Agree
O Neither agrees nor disagrees
O Disagree
O Strongly disagree

Appendix- 7: Research Survey Questionnaire with data

This is a survey to explore and analyze the future of green marketing in the UK
supermarkets. I would expect your honest and impartial participation to achieve an
exclusive unbiased outcome. All the information will be used for academic purpose and
kept under strict confidence.
Please go through the following text to know what the questionnaire is about and
answer the following questions:
1. What is your gender?

O Male (26)
O Female (31)

2. How old are you?

O 20-30 years old (20)

O 31-40 years old (16)
O 41-50 years old (9)
O 51-60 years old (7)
O older than 60 years old (5)
Understanding of the consumer perception on the fair trade and organic products
in UK Supermarket
3. Do you shop in supermarket stores often?

O Yes (45)
O No (7)
O No comments (5)

4. Which is your favorite supermarket?

O Tesco (9)
O Marks and Spencer (15
O Sainsbury (11)
O Morrison (13)
O ASDA (6)

O Other (3)

Please put tick mark for each statement in appropriate box where 1- Strongly agree (1),
2- Agree, 3- Neither agree nor Disagree, 4- Disagree, 5- Strongly disagree (5)

5. Fairtrade products mean ethical business transaction, where farmers or labours

get fair price.

O Strongly agree (14)

O Agree (19)
O Neither agrees nor disagrees (10)
O Disagree (9)
O Strongly disagree (5)

6. Fairtrade products do not harm environment

O Strongly agree (17)

O Agree (16)
O Neither agrees nor disagrees (10)
O Disagree (7)
O Strongly disagree (7)

7. Organic products are sustainable and environmental friendly way of production

O Strongly agree (13)

O Agree (20)
O Neither agrees nor disagrees (12)
O Disagree (7)
O Strongly disagree (5)

8. Organic products test better than commercial products

O Strongly agree (14)

O Agree (19)
O Neither agrees nor disagrees (10)
O Disagree (9)
O Strongly disagree (5)
Analyzing the impact of consumer purchasing decision on fair trade and organic
products

9. Organic products are expensive than commercial products

O Strongly agree (15)

O Agree (18)
O Neither agrees nor disagrees (9)
O Disagree (10)

O Strongly disagree (5)

10. Fairtrade products information is available in the supermarkets

O Strongly agree (5)

O Agree (8)
O Neither agrees nor disagrees (15)
O Disagree (19)
O Strongly disagree (10)
Understanding of the brand positioning and its influence on the customers
purchasing decision for fair trade and organic products in UK supermarket
11. In a product category, if fairtrade product is available you will choose fairetrade
product
O Strongly agree (15)
O Agree (18)
O Neither agrees nor disagrees (10)
O Disagree (7)
O Strongly disagree (6)
12. You will pay fair price for fairtrade products from supermarkets.
O Yes (36)
O No (13)
O No comments (8)

13. your impressions of Fairtrades corporate values is very good

O Strongly agree (11)

O Agree (21)
O Neither agrees nor disagrees (8)
O Disagree (10)
O Strongly disagree (7)
Find out the effectiveness between the fair trade and organic products in UK
supermarkets for consumers

14. Your impressions of Fairtrades product quality is very good

O Strongly agree (16)

O Agree (17)
O Neither agrees nor disagrees (13)
O Disagree (9)
O Strongly disagree (2)

15. Your impressions of how convenient it is to purchase Fairtrade products is

inconveniently located

O Strongly agree (13)

O Agree (20)
O Neither agrees nor disagrees (9)
O Disagree (10)

B
a
r
C
h
t
3cments
1152 YN
eosQ
O Strongly disagree (5)

Appendix-8: Frequency Table Bar chart

C
ount

96
3020-331-404A
1g
-5e
051-6060+

Age * Q4

B
a
r
C
h
t
4unnyd
765 ATSM
eM
sSpaoiD
crrksobQ

C
ount

O
t
h
e
r
s
423
1020-331-404A
1g
-5e
051-6060+

Age * Q5

B
a
r
C
h
t
180 ASSN
tD
rtsooiaehnnggrQ
lelyyA5
aD
riseagore

C
ount

64
2020-331-404A
1g
-5e
051-6060+

Age * Q6

B
a
r
C
h
t
180 ASSN
tD
rtsooiaehnnggrQ
lelyyA6
aD
riseagore

C
ount

64
2020-331-404A
1g
-5e
051-6060+

Age * Q7

B
a
r
C
h
t
765 ASSN
tD
rtsooiaehnnggrQ
lelyyA7
aD
riseagore

C
ount

423
1020-331-404A
1g
-5e
051-6060+

Age * Q8

B
a
r
C
h
t
180 ASSN
tD
rtsooiaehnnggrQ
lelyyA8
aD
riseagore

C
ount

64
2020-331-404A
1g
-5e
051-6060+

Age * Q9

B
a
r
C
h
t
65 ASSN
tD
rtsooiaehnnggrQ
lelyyA9
aD
riseagore

C
ount

43
21
020-331-404A
1g
-5e
051-6060+

Age * Q10

B
a
r
C
h
t
0isreagore
765 ASSN
tD
rtsooiaehnnggQ
lrelyy1
aAD

C
ount

423
1020-331-404A
1g
-5e
051-6060+

B
a
r
C
h
t
86 ASSN
tD
rtsooiaehnnggQ
lrelyy1
aAD
riseagore

C
ount

42
020-331-404A
1g
-5e
051-6060+

Age * Q12

B
a
r
C
h
t
2ments
111420 YN
eoQ
sc1

C
ount

846
2020-331-404A
1g
-5e
051-6060+

Age * Q13

B
a
r
C
h
t
3isreagore
86 ASSN
tD
rtsooiaehnnggQ
lrelyy1
aAD

C
ount

42
020-331-404A
1g
-5e
051-6060+

Age * Q14

B
a
r
C
h
t
4isreagore
180 ASSN
tD
rtsooiaehnnggQ
lrelyy1
aAD

C
ount

64
2020-331-404A
1g
-5e
051-6060+

Age * Q15

B
a
r
C
h
t
5isreagore
765 ASSN
tD
rtsooiaehnnggQ
lrelyy1
aAD

C
ount

423
1020-331-404A
1g
-5e
051-6060+

Appendix -9 : Frequency Table

Gender

Valid

Male
Female
Total

Frequency
26
31

Percent
45.6
54.4

Valid Percent
45.6
54.4

57

100.0

100.0

Cumulative
Percent
45.6
100.0

Age

Valid

20-30
31-40

Frequency
20
16

Percent
35.1
28.1

Valid Percent
35.1
28.1

Cumulative
Percent
35.1
63.2

41-50

15.8

15.8

78.9

51-60

12.3

12.3

91.2

60+

8.8

8.8

100.0

Total

57

100.0

100.0

Q3

Valid

Yes
No
No
comments
Total

Frequency
45
7

Percent
78.9
12.3

Valid Percent
78.9
12.3

Cumulative
Percent
78.9
91.2

8.8

8.8

100.0

57

100.0

100.0

Q4

Valid

Tesco
Marks and
Spencer
Sainsbury
Morisson

Frequency
9

Percent
15.8

Valid Percent
15.8

Cumulative
Percent
15.8

15

26.3

26.3

42.1

11

19.3

19.3

61.4

13

22.8

22.8

84.2

10.5

10.5

94.7
100.0

ASDA
Others
Total

5.3

5.3

57

100.0

100.0

Q5

Frequency
Valid

Strongly
agree
Agree
Neither
Agree or
Disagree
Disagree
Strongly
Disagree
Total

Percent

Valid Percent

Cumulative
Percent

14

24.6

24.6

24.6

19

33.3

33.3

57.9

10

17.5

17.5

75.4

15.8

15.8

91.2

8.8

8.8

100.0

57

100.0

100.0

Q6

Frequency
Valid

Strongly
agree
Agree
Neither
Agree or
Disagree
Disagree
Strongly
Disagree
Total

Percent

Valid Percent

Cumulative
Percent

17

29.8

29.8

29.8

16

28.1

28.1

57.9

10

17.5

17.5

75.4

12.3

12.3

87.7

12.3

12.3

100.0

57

100.0

100.0

Q7

Frequency
Valid

Strongly
agree
Agree
Neither
Agree or
Disagree
Disagree
Strongly
Disagree
Total

Percent

Valid Percent

Cumulative
Percent

13

22.8

22.8

22.8

20

35.1

35.1

57.9

12

21.1

21.1

78.9

12.3

12.3

91.2

8.8

8.8

100.0

57

100.0

100.0

Q8

Frequency
Valid

Strongly
agree
Agree
Neither
Agree or
Disagree
Disagree
Strongly
Disagree
Total

Percent

Valid Percent

Cumulative
Percent

14

24.6

24.6

24.6

19

33.3

33.3

57.9

10

17.5

17.5

75.4

15.8

15.8

91.2

8.8

8.8

100.0

57

100.0

100.0

Q9

Frequency
Valid

Strongly
agree
Agree
Neither
Agree or
Disagree
Disagree
Strongly
Disagree
Total

Percent

Valid Percent

Cumulative
Percent

15

26.3

26.3

26.3

18

31.6

31.6

57.9

15.8

15.8

73.7

10

17.5

17.5

91.2

8.8

8.8

100.0

57

100.0

100.0

Q10

Frequency
Valid

Strongly
agree
Agree

Percent

Valid Percent

Cumulative
Percent

8.8

8.8

8.8

14.0

14.0

22.8

Neither
Agree or
Disagree
Disagree
Strongly
Disagree
Total

15

26.3

26.3

49.1

19

33.3

33.3

82.5

10

17.5

17.5

100.0

57

100.0

100.0

Q11

Frequency
Valid

Strongly
agree
Agree
Neither
Agree or
Disagree
Disagree
Strongly
Disagree
Total

Percent

Valid Percent

Cumulative
Percent

15

26.3

26.3

26.3

18

31.6

31.6

57.9

10

17.5

17.5

75.4

12.3

12.3

87.7

12.3

12.3

100.0

57

100.0

100.0

Q12

Valid

Yes
No
No
comments
Total

Frequency
36
13

Percent
63.2
22.8

Valid Percent
63.2
22.8

Cumulative
Percent
63.2
86.0

14.0

14.0

100.0

57

100.0

100.0

Q13

Frequency
Valid

Strongly
agree
Agree
Neither
Agree or
Disagree
Disagree
Strongly
Disagree
Total

Percent

Valid Percent

Cumulative
Percent

11

19.3

19.3

19.3

21

36.8

36.8

56.1

14.0

14.0

70.2

10

17.5

17.5

87.7

12.3

12.3

100.0

57

100.0

100.0

Q14

Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

Strongly
agree
Agree
Neither
Agree or
Disagree
Disagree
Strongly
Disagree
Total

16

28.1

28.1

28.1

17

29.8

29.8

57.9

13

22.8

22.8

80.7

15.8

15.8

96.5

3.5

3.5

100.0

57

100.0

100.0

Q15

Frequency
Valid

Strongly
agree
Agree
Neither
Agree or
Disagree
Disagree
Strongly
Disagree
Total

Appendix- 10: Histogram

Percent

Valid Percent

Cumulative
Percent

13

22.8

22.8

22.8

20

35.1

35.1

57.9

15.8

15.8

73.7

10

17.5

17.5

91.2

8.8

8.8

100.0

57

100.0

100.0

G
e
n
d
r
5400

Frequncy

Frequncy

3200
100.511G
M
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3200
100.511.52Q
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1
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0
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Frequncy

Frequncy

150
M
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Frequncy

Frequncy

150
M
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Frequncy

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M
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=
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7
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M
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=
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.
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S
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Frequncy

Frequncy

150
M
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4300
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M
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Frequncy

Frequncy

1150
5012Q
M
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Graph

Notes
Output Created
Comments
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Weight

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Elapsed Time

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GRAPH /PIE=COUNT BY Gender .
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G
eMFnamdler
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Output Created
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Input

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Data

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Weight

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GRAPH /PIE=COUNT BY Age .
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A2g01e-+-35460
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Output Created
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Input

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Resources

E:\Downloads\mv\rango\SPSS\thesefi
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et.sav

Elapsed Time

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GRAPH /PIE=COUNT BY Q3 .
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3cments
YN
eosQ
Graph
Notes
Output Created
Comments
Input

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Data

Filter

<none>

Weight

<none>

Split File

<none>

N of Rows in
Working Data File
Syntax
Resources

E:\Downloads\mv\rango\SPSS\thesefi
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Elapsed Time

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GRAPH /PIE=COUNT BY Q4 .
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