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Research Proposal For Sainsbury

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Describe about the Research Proposal For Sainsbury?



Executive summary:

The report consist of a proper research proposal which would allow the reader to attain full knowledge about the UK’s supermarket conditions regarding the ethical buyer’s and their needs, wants plus demands. Sainsbury’s Supermarkets actually is a global business and its entire buyers search world towards finding novel sources of novel supply to please the requirements of the UK customers. This research proposal is yet another mechanism to find out a way to satisfy and build happier customer base and also take away the problem of ethically unsatisfied customers who have rated the firm below its rivals. This proposal will ensure that the firm attains full knowledge about the problems and issues faced by the ethical buyers and reasons for their dissatisfaction. Also the study will supply the firm with several measures to overcome all these issues and then come out of the ill image.


Retail industry is the last step within the procedure of attaining products to the customers effectively and efficiently. In current globalized as well as competitive trade ecology, major problems plus concerns of the consumer satisfaction plus loyalty is how much ethically the firm is behaving and how much transparently is the organization supplying to the consumers. In this era of internet and computers every consumer has become extra information oriented and likes to attain maximum information regarding any product before the purchase and also intended to get full support from the firm even after purchase. Sainsbury is also worried that, in its effort to pull alongside the rivals like Tesco and many other the firm’s ethical reputation is slipping down (Behling, 1984). The ethical consumers in recent times were seen to rate Sainsbury at merely 2 out of the 20 points scale for all of their social as well as environmental record. This rating was extra lower as compared to rivals Waitrose, Morrison’s, Alde, Lidl plus Tesco. The firm Sainsbury also needs to address all such issues, and find out the way in which they can enhance their ethical image to all of its potential customers. Both Sainsbury as well as its suppliers must make sure that all of them meet each and every requirement that has been laid down within the law at point of the manufacture and also at place where they will be finally sold to customers (Benton and Cottle, 2000).

Literature Review

Mounting the ethical worries about impact of all the modern utilization culture upon the society plus the environment, rising distinction of such environmental as well as social issues in the mainstream media, appearance of the properly organized consumer protester groups plus also increasing attainability of the ethical products, all these have led towards a developing awareness regarding consumers of affect of their buying and also consumption behavior (Matherne, 2006). A very novel type of customer named as ‘ethical consumer’ in present days has arisen. These are the ethically minded people who feel accountability towards environment and the society as well, and also seek to articulate all of their values via ethical consumption as well as purchasing. Growth plus popularization of this ethical culture has also inevitably attracted vast interest of the firms seeking to convene the needs and demands of all of their stakeholders also including the ‘ethical’ consumers. Right from ‘green’ beer which is a carbon neutral beer to a technology of hybrid car till a ‘Fair Trade’ of endorsed tea as well as chocolate, all the marketing strategies have targeted at people who are ethical minded and are widely getting adopted to valve into potentially gainful ethical market sectors and to encourage ethically responsible as well as ecologically sustainable credentials of the goods, brands, services as well as firms (Brink and Wood, 2001).  Companies also are more and more finding, that the ethically minded users do not forever walk their talk. Also there survives a break amid what consumer’s actually say they will be doing and what in reality do at point of purchase (Carrington, Neville and Whitwell, 2010).

Within area of proper ethical consumerism the theory development also is in very early stage and even an established as well as widely conventional theoretical framework intended for decision creation of the ethical consumers yet is to be building up. Trying to understand purchase of the decision-making procedure of all the ethically minded users, scholars within this field have also drawn upon recognized theoretical frameworks right from the consumer behavior and also business ethics as well as social psychology sphere to the end of the same (Chate, 2007). These replicas lean to on the basis of cognitive looms, and focus upon internal procedure of the decision making (Yan, 2011). For instance, Rest’s model of the moral judgment as well as Hunt & Vitell’s Theory for Marketing Ethics which is based upon foundations of the Rest’s mode also were initially developed for the business and the managerial ethics situation and also have from then been applied to the ethics of the consumers. These replicas have also been utilized to clarify ‘un-ethical’ behavior like shoplifting, plus process of making of purchase decision within the ethical consumerism (Computers. Sainsbury goes shopping, 1975).  Although four major supermarkets of UK might have developed few eye-catching and good ethical initiatives, like Sainsbury’s all-Fair-trade bananas as well as Tesco’s carbon labeling which is currently abandoned, they also remain firms with merely a very weak commitment towards addressing their ethical affects. ‘Horsemeat-as-beef’ gossip, which shone the light on low cost supply chains of Aldi and Lidl, also surrounded Tesco plus Asda. In same way, issue of the slavery upon prawn-industry and its supply ships, also revealed that it drew in not merely Aldi yet also Tescoand even Co-operative. What is seen here is an international food scheme of such a size, dynamism as well as complexity which also attempts to uphold ethical benchmarks that are, at best, in a row to maintain (Davenport, 1967).

With an intention to overcome limitations intrinsic in cognitive frameworks of the ethical customer decision making preferential by the researchers of ethical consumerism, this study will propose an incorporated holistic framework which further will develop a proper cognitive loom, but will also help to recognize that the making of decision of the ethically minded users is very complex and also does not exist in separation from world exterior to their self cognitive procedures. Relevant characteristics of external ecology are also integrated within the cognitive framework, thus ensuring that conceptual replica reflects complexity of the real-life buying and also decision making of purchases (Davis, 1995). The interior and environmental elements integrated in conceptual replica are the elements of things that are said to be ‘cognitive’ as well as ‘behaviorist’ background, respectively. The cognitive viewpoint of the human behavior is also based upon mental processes which have a recognized role within the behavior. Such viewpoint seeks to know the communication and association of the cognitive constructs, like beliefs, attitudes as well as intentions. Behaviorist viewpoint, in contrast, also are based upon the measurement of all the observable behavior, where ecology plays a vital role in the behavior. Intention–behavior break, moreover, is not exclusively determined by cognitive assessment processes of the ethically minded users. Such consumers also encounter ecology outside of the thinking which also has ‘a demonstrable consequence upon the present behavior’ (Day, 2007). In translation of the buying intentions into the buying behavior, ethically minded users enter in, and then interact with, the physical as well as social ecology which is the shopping environment.  

Regardless of the ethical intentions, all ethically minded customers rarely place the actual ethical goods in their basket. In spite of the pivotal nature of consumers, this phenomenon currently is poorly known as well as understood within ethical consumerism background (Turabian, 2007). Though firms not emphasizing on ethical issues are listed in the lowest of the catalogue yet buyers do not really emphasize on ethical goods. Its only talks when it comes to ethical buying and decision making. While addressing common gap amid the ethically minded users and ethical attitudes as well as their general non-ethical behavior, researchers have normally failed to take into consideration that purposes are not actually reliable proxy intended for the actual behavior with some exceptions (Denham, 1979).



This research will be used to analyze the UK’s supermarket situation regarding ethical buyer’s as well as their needs and wants and also demands.

Aims and objectives:


To collect information about needs likings and demands of people and the extent to which they would like a firm to be ethical, this information might help firms to understand the customers and their likings.


To collect data and information and analyze them through numerical methods to bring out measurable result which can be used as a benchmark in coming time.

The overall aims and objectives of this proposal are to:

Attain details about the ethical consumer’s needs and wants through filling up of questionnaires and undertaking face to face interviews.

nsure that the firm gets to overcome the negatives and tries to attain good rating from the unsatisfied customers through satisfying them with all new products and features of the products.

To attain back Sainsbury’s position in the market and in minds of its customers.

Quantitative Research


To find out the result non-quantitatively and deal with issues that cannot be counted and also cannot be measurable ones

Ethical issues-

Along with globalization of economy as well as off-shoring of the  manufacturing plus servicing, purchasing spotlight also is focusing upon the one said as “ethical sourcing” which is the integration of all the human rights, safety and health plus every environmental consideration within a firm’s supply chain (Koski, 2003).  UK supermarket segment has extra work to perform towards improving its largely ethical as well as ecological performance, Ethical buyer’s latest goods guide towards supermarkets also has claimed the same. Though all the supermarkets actually argue that generally they have long been good and proper for the consumers through keeping their food prices extra low as well as increasing the assortments for the users, critics have said that this has generally been at expense of the suppliers, who also complain that ever-shrinking borders, environment as well as crop diversity has affected them. The affect of the out-of-city supermarket growth on the town hubs have even come in and have brought several criticisms (Offredy and Vickers, 2010).

Now it is high time and firms including the Sainsbury need to consider all the other available options, as few would also see them as shareholder-obliged and even profit-oriented, monolithic firms that are current day’s supermarkets (Omar and Kent, 1996).

The outlets of Sainsbury must try to offer on the basis of eight basic principles and they are:

  • go local
  • Select seasonal
  • Protect the nature
  • Support the ethical
  • Think welfare
  • Accumulate fish
  • End the waste as well as avoid processed (Peckham, 1967).

The brands will get stocked providing that they are extremely rated by Ethical Consumer Index that also supplies rankings of above 40,000 firms, brands as well as products. Sainsbury needs to emphasize on a statement which says that "If it could be regional, we would source it regionally," and "If it is not local, we would make sure it is at least British. If we cannot get it right from here, then we would ensure it is reasonably traded from wherever in abroad." The consideration that can be taken by Sainsbury to attain the market share can be as follows:

Employment must be freely chosen and there must not be any forced, bonded otherwise instinctive prison labor.

The firm must constantly strive for growth and improvement and should identify that several ethical trade problems could take time as well as effort must be taken to resolve the issues (How to Prepare Manuscripts for Publication in Journal of Materials Research, 1988).

The firm also needs to convince its suppliers to perform towards fulfillment of all the Code of Conduct of the firm

The firm needs to monitor its supply chain and then recognize significance of being conscious of all the labor practices within its supply chain and need towards monitoring, evaluation and acting on data about its suppliers’ as well as developer’s performance.

The firm must try to build its capacity and also enhance other’s ability like of the colleagues as well as of its suppliers’ and staffs.

The firm must try to be totally transparent and should aim to be clear while dealing with all the suppliers and stakeholders (Jones, 1988). 


Analysis And Interpretation (Quantitative research)

Aims and objectives-

Aims of qualitative research will be to know the situation and analyze the same on basis of data attained by the research and thereby bring out a measurable result.

The study resulted in the public’s answer about the issues they were facing with the unethical selling by Sainsbury. The detailed analysis of the questionnaire is mentioned below:

Question 1

Do you feel Sainsbury is supplying ethical goods and services to its customers?

70% of consumers gave answer in negative whereas only 30% were in favor of the statement and said that Sainsbury is supplying ethical goods and services. People also said that the firm does not take initiatives in ethical selling and in current world of ethical and green selling and production all the other rivals in the market are taking proper initiatives towards this field.

Question 2

Do you purchase Ethical products?

80% of buyers tend to buy ethical products and only 20% were not worried about ethics while buying. These 80% were those who considered the green facts and environmental issues while purchasing. Though ethical buying is not seen at the time when customers actually reach point of purchase yet people said they considered ethical facts before taking any purchase decision.

Question 3

Do you try to attain full information about product before taking purchase decision about the same?

50% of buyers said that they attained total information about the goods and services before buying them whereas 50% said that they were least interested about the fact and believed that Sainsbury being a well known brand would never provide anything bad or harmful and trusted the firm totally. This brought in positivity for the firm and people’s trust in the firm was a positive sign for the organization to exist for longer period of time.

Question 4

Do you consider product labeling while purchasing?

Majority of people said that they considered product labeling while purchasing. Many said that they see the labels but do never try to attain any external detail or any information through previous customers or any buyer’s feedback before buying from Sainsbury store.

Question 5

Are you happy with the products supplied by Sainsbury?

This was 50- 50 situation. Some people were happy whereas some were not really happy and some were happy to some extent with the products they purchased from Sainsbury stores. People who were actually happy were the one who were very loyal to the firm and used to intend all of their purchases from the Sainsbury store. Half of the people surveyed were seen unhappy with the firm and the organization needs to take initiatives to make them feel satisfied.

Question 6

Do you think ethics is needed while taking any purchase decision?

90% of customers agreed to this fact that ethics was very essential while purchasing any goods and services from any brand or retail store. Though many people were seen not following the rules and also not indulging this into real life practice but many were seen practicing the same as well.

Question 7

To what degree would you feel yourself like ‘ethical consumer’?

Majority of people felt that they were ethical buyers and that they followed all the facts related to ethics while taking any purchase decision.


Research methods:


Qualitative- The research method followed here was descriptive research which described the phenomena as it existed. It was be used because it helped in identifying and obtaining information about the elements and characteristics of the UK supermarket and players in the market as well as complaints and problems of ethical buyers with Sainsbury. Also in the later part of the study some kind of Analytical research was carried through which a continuation of the descriptive research was undertaken. Here the study aimed to move beyond just describing and explaining of the characteristics, towards analyzing and explaining why otherwise how things are now happening.

Quantitative- Set of questions will be used to collect data. The information collected was quantitative, as well as qualitative both and some statistical tool or techniques were also used at later phase to summarize total information (deWitt and deWitt, 2008). Therefore, such an analytical research helped to understand the phenomena through discovering as well as measuring the causal relationship among all the players in the UK supermarket (Drummer and Bassed, 2013).

Research process-

Quantitative research-

At this point the study attained an objective location, and the main approach of the research was to delight phenomena as being hard plus real. The method used here was a survey method and it actually attempted to properly test hypotheses otherwise statements along with a sight to generalize from detailed data that was collected. This loom typically concentrated upon measuring otherwise counting and also involved collecting as well as analyzing of all the numerical data as well as applying of the statistical tests (Durai, 2008).

Qualitative research

The main view of phenomena was to investigate and attain information personally. Methods likes personal accounts and unstructured interviews as well as participant observation were also used to gain proper understanding of underlying causes as well as motivations intended for peoples’ particular behavior, attitudes and preferences about the products supplied by UK supermarkets. With such a loom, the emphasis was more upon generating proper hypotheses from data collection and not on the testing of the hypothesis (Felix, 1952).

Sampling plan-

Qualitative- Some secondary research was done to find out the result. Also people were at times observed and their behavior was noted down.

Quantitative- The sampling plan used is a “single-phase sampling plan” which states that a definite number of samples were drawn as well as inspected. The number mainly was decided on the basis of the size of batch. This study indulged a small sample of 100 customers who were interviewed and their answers were noted down for analyzing the reasons behind the dissatisfaction of people and behind the populace disliking Sainsbury when it came to ethical selling and buying (Flanders, 1990).

Sampling frame-

The total list of population that was studied was UK local stores of Sainsbury where people were found to be complaining about ethical concerns and demanding for ethically appropriate goods and services (Free, n.d.).

Sample size-

Qualitative- The sample size undertaken for the study was 100. And also some secondary study was undertaken

Quantitative- The sample size undertaken for the study was 100.

Data Collection Procedure

Qualitative- Observation method was used

Quantitative-The method used for data collection was a questionnaire method. A set of some similar questions regarding the ethical concerns of customers and their satisfaction level when matter was about Sainsbury was prepared and this set was distributed among chosen sample randomly. People filled the questionnaire and returned them back to the person concerned (Some ethical issues, 1977).

Creating a focused group-

A set of people will be needed by the firm who will be specialized in the task of data collection and analysis of the same. These people can be recruited from within the firm that is any old employee or set of staffs and even can be recruited externally who will be totally new to the firm. There will be some basic characteristics of this group that has to be considered. They:

Will be guided discussion groups that would help in generating a very rich understanding about a particular participant’s experience as well as beliefs.

Must not belong to any educational sessions otherwise support groups. The firm needs to listen plus learn from all of them and not any vice versa (Freidberg, 2003).


Conducting a properly focused group-

Planning- A proper planning for recruitment of such group is a vital part of the study. This study of market will need a proper set of people who are experts in the field of market research and surveys. A good planning for any such study needs appropriate preparation before recruitment of these people.

Recruiting- Recruiting such experts is a vital task. These experts need to get recruited either through internet or via personal approach like any past relation of the firm with the experts (Gardner and Beatty, 1980).

Principles for the prepared questionnaire:

Short and precise- the questionnaire was kept short and very precise so that people don’t get bored while filling the same.

Simple words- Simple English language and all simple and easy understandable words were used so that people do not feel it difficult to be answered

No personal issues- The questionnaire did not ask answers on any personal issues and matters this helped people to feel relaxed and comfortable while answering the questionnaire

Initiated with interesting ones- The questionnaire initiated with few interesting questions that made people eager to read the other ones as well

Logical order- A good and logical pattern was followed while preparing the questionnaire and no haphazard path was followed as that might confuse people.

Naming- A heading was given on the top so that people could understand the reswon for the survey; this made few people understand the cause of survey by only giving a single look to the questionnaire.

Data presentation- The data will be presented in the form of pie charts and the analysis will be done through percentage method where the positive and negative answers will be calculated through percentage and the ratio for the same will be attained (Gatrell, Bierly and Jensen, 2005).

Coding- The coding of interview question will be most important part while evaluating and analyzing the questions. Here the researcher will need to write the solution upon a proper whiteboard otherwise on a portion of paper initially (Sainsbury, 2003). This would be more like real thing, as well as the researcher can type up plus test the code later. Practice as well as interview with language with which researcher is more comfortable like Java, C, Python, C++, C# otherwise Ruby and many more and also a standard choice needs to be made. Here coding will be done through JavaScript and Action Script and few more languages for interviews along with firms that utilize them (Harvey, 2000).


There were several limitations observed in the study. They were:

The main limitation of study was small and the sample which was non-probable of the convenience.

Because to the financial constraints, study was also under-powered, and therefore, did not attain proper statistical significance and importance (Knowledge network to give UK manufacturers a competitive edge: Lord Sainsbury, 2006).

The sample size, convenience, as well as homogeneity limited the generalizing ability of the study.

Other limitation was seen that measurements as well as intervention were actually made with no blinding of researcher towards experimental group, and this has potential for proper biasness.

The study had very less time limit due to which proper research was not made and some areas were left untouched

Many people were seen unwilling to answer the questions and were not very much interested in lending ears to the researcher.

The study indulged pie chart method and percentage method which was at times seen not reliable especially for open ended questions (Harvey, 2000).

Proposed Time Frame











Market research










Questionnaire distribution










Analysis of the questionnaire










Analysis of result and planning further actions










Implementing the actions










Analysis after implementation










Final fixing up of the plan










Source: (Jones, 1988), (Maylor, 2001)


The firm Sainsbury has been observed to be unlike by many consumers due to no emphasis upon the ethical selling of goods as well as services.
Finally, intended for all those who are determined about avoiding high-street sellers altogether, the Ethical Consumer things to see so-called options supermarket systems which also unite the food retail vents with a proper focus upon ecological and also social ethics.
The firm intends to undertake a study to analyze its position in the market and has seen that the actual position is shrinking. This study would help the firm to take further steps towards enhancing its position.



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