THE IMPACT OF SELF SERVICE ON THE PERFORMANCE OF SUPERMARKETS (A CASE STUDY OF CYRIL SUPERMARKET ABAKALIKI, EBONYI STATE)
The purpose of this project is to examine the impacts of self service on the
performance of supermarkets.
The study is divided into five chapters. In chapter one the impacts was
introduced and a narrative meaning of self service and other key elements
included in the topic were discussed. It went further to state the problem to
be studies and why this study was being carried out, that is the purpose, the
significance of the study, scope of the study, the hypothesis to be tested and
the Definition of terms.
Chapter two examined all other studies carried out on similar topic and their
relevance to this study. There were mostly references, quotes adequate
statements made by other authors who had handled similar topics.
Chapter three dealt with the major part of the project which involves the
method used in collecting relevant data, research instrument used, the
population and the sample size. It also dealt on how the questionnaire were
distributed and treatment of data.
Chapter four dealt with the presentation, analysis and interpretation of data
collected in chapter three, it also went further to test the hypothesis in
Finally, in chapter five, a conclusion of the whole findings was drawn and
appropriate recommendations made for possible implementation. However, this
study was not done without lapses and on this very platform, suggestions and
further studies were sort.
It as found that consumer have positive perception of self service; many of
them prefer it because they use it as opportunity to select goods without
interference. The study revealed that supermarkets that adopt self-services
strategy perform better than their counterparts that do not adopt self service
I also made some recommendations in chapter five. Such recommendations. Were
that supermarket operators should train their employees on areas like customer
service and public relations. Supermarket operations should also improve on the
ways they display their goods since attractive display attract consumers to
Finally, I recommend that supermarket should be mare self service orientated
since the advantages of this strategy has been shown.
1.1 Background of the study
1.2 Statement of problem
1.3 Objectives of the study
1.4 Formulation of the hypothesis
1.5 Significance of the study
1.6 Scope of the study
1.7 Definition of terms
2.1 Overview of supermarket
2.2 Mode of operation of supermarket
2.3 Location of supermarket
2.4 Impact of promotion of supermarket
2.5 Marketing strategies
2.6 Management of supermarkets
2.7 The need for self services in the performance of
2.8 Sale performance indicated in supermarket
2.9 Self service operation and its attendance problem
3.1 Sources of data
size for staff and management
distribution and collection
4.1 Data analysis
4.3 Choice of test hypothesis
5.1 Summary of findings
5.4 Suggestion for further study
1.1 BACKGROUND OF THE STUDY
Before the contact with the colonial master, marketing especially
in the Nigeria region was based on barter system. But today as society and
business have become more dynamic and complex, the need for advanced marketing
procedure has developed, supermarket inclusive.
The most popular orientation or philosophy that has pervaded
thought and motivated decision and action among marketing people is the
marketing concepts, simply put, according to the concept, the satisfaction of the
consumer is the overriding goal of business. This put the consumer on a new
pedestal that of a king, the center piece of all marketing activities. Most
supermarkets use this concept in carrying out a research their
This project will look at how self service/consumer satisfaction
affect the purchase of product in Cyril supermarket.
I will also examine whether the constant failure/closure of many
supermarket in Nigeria has anything to do with lack of consumer satisfaction.
Another point of review is supermarket man in relation to economic
factors such as high inflation, changing customer testes and preferences, buyer
behaviour, server competition and hyper economic change in Nigeria.
In conjection with the above, those engaged in supermarket
business have a lot of decisions to take in order to make a success in their
business. They have to make sure that there is no gap left in the
implementation of decision taken. Such decision include the type of product to
stock, why they should be stocked and where should the store be located. Such
decisions need general analysis of the stocks to be carried. This is why
supermarket are not only a challenging business but also risky.
A supermarket that lacks behind the façade of these facts has
itself to blame of eventually, a catastrophe emerges.
Thus, following the competitive nature of the supermarkets various
marketing strategies are adopted to win the attention of customer self services
Hence, the primary aim of this study is to look into the impacts
of self service on the performance of supermarket.
1.2 STATEMENT OF PROBLEM
Presently, the number of corporate supermarkets operating in
Abakaliki metropolis has increased tremendously, but has it resulted to a more
effective and efficient rendering of service to customers?
The underlying problem here is not just rendering of service but
rendering them to make customers feel they are recognized.
Traditional, customers are known to shop in the supermarket where
they are most convenient. The convenient is derived from wide range of goods
displayed in the shop, which make it possible for the customer to have easy
access to the goods he wants to buy.
A lot of challenges now face the corporate supermarkets to improve
on their sales performance. One of such challenges is how well customers are
The problems encountered from self service include shrinkage and
deterioration of product because of customers handling.
Survival of the fittest is now going on in corporate supermarket
especially in Abakaliki urban. Were more supermarkets are spreading up and old
ones expanding. For the fittest to survive they must employ those managements
skill responsible for identifying, anticipating and satisfying customers which
are at the fore-front of the corporate thinking while the techniques permit the
concept to be successfully implemented.
Recognizing the above attributes there exist some unsalted issues
about self service in supermarkets. These are:
1. That self service is not only a determinant
factor in attracting customer to a particular supermarket.
2. That other marketing activities or services like
low prices, discounts, delivery, guarantees, credit, display contribute more to
sales volume than self service operations.
3. That the general arrangement of supermarket
scare some customers who prefer to shops in the local markets. The consistence
of customers handling of product deteriorate the quality of such products.
Hence, it is
very pertinent to carryout a research to verify how far the variables mentioned
above affect self service strategy in supermarkets.
1.3 OBJECTIVES OF THE STUDY
The objectives of this study are as follows:
1. To find out whether customers actually prefer
self service strategy to the traditional haggling system.
determine whether self service strategy leads to increase in sales volume.
determine whether supermarket perform better than shops that do not adopt self
determine whether supermarket in Abakaliki offer the same dynamic service as
the foreign ones.
The following hypothesis will be tested.
Ho: Consumers have no positive
perception of self service offered by Cyril supermarket.
Hi: Consumers have positive
perception of self service offered by Cyril supermarket.
Ho: Self service strategy adopted by
Cyril supermarket does not impact positively on the sales volume of the shop.
Hi: Self service strategy
adopted by Cyril supermarket impact positively on the sales volume of the shop.
SIGNIFICANCE OF THE STUDY
a truism that in any field of human endeavour, improvement are achieved by
learning about what people do, why they do them, with what impacts (negatively
or positively) and if there is need for adjustment. The impact of self service
on the sales performance of Cyril supermarket is no exception.
The findings of this study shall be useful in the successful marketing of goods
and services by supermarkets that are involved.
The finding will also be of immense beneficial as a sources of knowledge to
proprietors of supermarkets since not much work has been done in equating the
amount of self service done in supermarket and the financial seduces achieve.
Usage of self service as a sales strategy has helped Cyril supermarket
proprietors know to a certain extent the reasons behinds the rejection or
acceptance of self service offered to their customers which ginger them towards
satisfied or unsatisfied financial needs.
The benefit also extend to academicians and customers. The academicians will
benefit because it will widen their horizon of knowledge regarding the
motivating factors behind self service as the sales strategy of some particular
This study is a complex, multidimensional one. It will add to the existing
stock of knowledge in administrative science and literature as regards
self service in supermarkets to meet up with the trend of changes in marketing
The researcher reason for embarking on this study is to help managers to know
areas where there is need for improvement on the performance of supermarket in
Ebonyi state and equally suggest ways for improvement. It shall also spot high
the benefit of self service in the performance of supermarket.
Moreover, the researcher will benefit immensely from embarking on the study due
to the knowledge he will acquire from embarking in the project wrk.
SCOPE OF THE STUDY
scope of this study is in all supermarket in Nigeria with Cyril supermarket as
a case study.
DEFINITION OF TERMS
following terms used in this study should be taken to mean the following.
is a societal process by which individuals and groups obtain what they need and
want through creating, offering and freely exchanging, products and service of
value with others. (Kotler 2002: 9).
product is something that is viewed a being capable of satisfying needs and
is any act or performance that one party can offer to another that is
essentially intangible and does not result in the ownership of anything.
(Kotler 2002: 444).
TERMS AND CONDITIONS APPLY
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