CARIBBEAN SECONDARY EDUCATION

PRINCIPLES OF BUSINESS SCHOOL

BASED ASSESSMENT (2021)

Name:

Subject: Principle of Business

School: Bishop Gibson High

Candidate number:

Center number:

Territory: Jamaica

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 Table of Contents
ACKNOWLEDGEMENT 3
TITLE 4
OBJECTIVES 5
BACKGROUND 6
METHODOLOGY 7
PRESENTATION OF DATA 8
ANALYSIS OF DATA 11
CONCLUSION 13
RECOMMENDATION 14
BIBLIOGRAPHY 15
APPENDIX 16

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 ACKNOWLEDGEMENT

The researcher would like to express gratitude to a few persons. The researcher would like to

thank her teacher and group members who guided and corrected the researcher along the way

to make this School Based Assessment on the topic “An investigation into how the location

Shoppers Fair supermarket in Mandeville and Junction affects their sales and distribution.”

The support was appreciated by the researcher.

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 TITLE
An investigation into how the location of Shoppers Fair supermarket in Mandeville and

Junction affects their sales and distribution.

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 OBJECTIVES
1. To investigate how the location of the supermarket X, affects the cost of goods.

2. To determine if people who live further away from the main town spend more money

on basic supermarket items along with travel.

3. Investigate whether customers shop at supermarket x based on their applied marketing

strategies and not the location.

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 BACKGROUND
According to the Jamaican Gleaner, in an article written by Steven Jackson, a Senior

Business Reporter, Shoppers Fair supermarket chain has been in operation for over thirty

years. The Shoppers Fair chain is owned by Progressive Grocers of Jamaica Limited, a

consortium of supermarket owners formed back in 2000 chiefly as bulk buyer of stock for the

individually owned grocery businesses of Albert 'Docky' Lym, Sing Slung Chin, Arnold Chin

of Montego Bay and at least three of the Loshusan brothers.

The researcher has seen how the supermarket has grown and has been set up in different

areas. Customers have been commending the services and a variety of products offered in the

different locations. Intrigued by the information, the researcher set out to accumulate and

gather further research. This topic was selected in order to determine the cost effectiveness in

supermarkets based on location and how the marketing strategies are applied. To a larger

extent it will be determined how the location and distribution influence which supermarket

customers shop at. It is the researchers desire to start our own business in the future and this

research will equip us with some of the necessary tools to run a successful business venture.

Supermarkets chain have a great impact on the society. They provide food for consumers as

well as services. They also aid in the development of the country as they provide job

opportunities.

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 METHODOLOGY
In order to collect the necessary data for the issue focused on, the researcher used a primary

and a secondary source of information. Twenty questionnaires consisting of ten questions

each were distributed in Mandeville and Junction and it was used to gather information from

customers of the Shoppers Fair Supermarket in both towns. This method of investigation was

selected because it provides firsthand information pertinent to the research, it is easy to

understand, analyze the data and is personal as it requires little time to be completed. With

such good qualities on a few problems were faced. On the day that the questionnaires from

Mandeville were to be collected there was rain and hence there was a delay on the

researcher’s part. A few questionnaires were also misplaced and had to be redone. One

prominent limitation was trying to get a different range of customers as to get accurate

responses and varied opinions.

The researcher used random sampling to choose the respondents of this study. The

questionnaire was sectioned into four categories: background information, causes, effects and

solutions. Each individual was given a time frame of one week to complete this personal

questionnaire which was collected by the researcher at the end of the week. The usage of

secondary sources such as textbooks and the gleaner was sourced by the researcher to gather

additional information. These secondary sources will help to provide further information on

the marketing structure in the investigated topic.

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 PRESENTATION OF DATA
A total of 20 questionnaires were distributed to citizens, in which all were returned in the

span of a week. When surveyed it was seen that a majority of the individuals were not

working citizens.

CAUSES

#4. What influences your choice to shop at Shoppers Fair?

INFLUENCES ON CHOICE TO SHOP AT

50%
SHOPPERS FAIR SUPERMARKET
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
It is less time The supermarket is The goods are Good customer
consuming because it popular and has a cheaper compared to service is offered. Source of
is situated close to wide variety to other supermarkets Information field
the town area. choose from. that are situated study
further 2020 - 2021
from the town.

Fig. 1

#5. Do you think the location of the supermarket is convenient for you?

CONVENIENCE OF LOCATION
The location of the supermarket does not
affect why I shop there
The supermarket is popular and has a wide
variety to choose from
25% The goods are cheaper compared to other
supermarkets that are situated further from
the town
55% No, the location of the supermarket is not
15% convenient for me and has affected how
5% regularly I Source of
Information
field study
2020 - 2021

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 Fig. 2

EFFECTS

#7. If Shoppers Fair Supermarket relocated closer to the center of the town, how would it affect
customers?

HOW THE RELOCATION OF SHOPPERS FAIR

WOULD AFFECT CUSTOMERS

ll shop there because supermarkets that were in the town would have
t of customers and would pose more competition.

e a negative outcome because customers will shop there more

convenient to shop there as it will be in the town. Source of

Information
field study
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 2020 - 2021

Fig. 3

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 SOLUTIONS

#9.What criteria might supermarket chains use to decide where to build stores?

POSSIBLE CRITERIAS SUPERMARKET CHAINS

USE TO BUILD STORES
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
The neighbourhood The amount of traffic How far/close the store They should not offer
demographics. that goes by. will be to the town. the same value another
supermarket offers that
is closer to the Source of
town but they should Information
offer less value to field study
attract customers. 2020 - 2021

Fig. 4

#10. If the supermarket was in the main town do you think there would be a charge in some of the
products and brands available?

PRODUCTS AND BRANDS AVAILABLE BASED

ON LOCATION

t change depending on the competition at the different supermarkets.

brands available would remain the same.

et does not sell products by location.

Source of
have a wider variety of products and brands.
Information
field study
0% 5% 10% 15% 20% 25% 30% 35% 40% 2020 - 2021

Fig. 5

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 ANALYSIS OF DATA
Upon investigation, it can be said 45% of the customers who had participated in the survey

choose to shop at Shoppers Fair Supermarket based on products and popularity. This

indicates that the supermarket offers numerous products and brands at their location and it

shows the dedication of a customer to store loyalty and the direct impacts of the popularity of

a business. Research also shows that 20% of customers considered shopping there because of

reasons such as it is less time consuming, has good customer service and cheaper goods based

on location. From the data presented in fig. 2, it can be seen that 55% of customers choose

not to shop at the supermarket because of the issue of its location and the cost to get there.

The further away the location of the supermarket is from the town, the more it costs for

transportation.

The researcher discovered in fig. 3 that 40% of the customers agree to the relocation of

Shoppers Fair supermarket in both towns. An equal number of persons (3 to each option –

15%) believe that less people shop at the supermarket because other supermarkets in the town

have a great amount of customers due to their central location. The marketing structure

indicates the extent of competition within the industry. This would be perfect competition

seeing as there are similar items being sold.

From the research conducted in fig. 4, the majority of customers (40%) believe that a possible

criteria used to build a supermarket may be the distance in regards to the town. Although

35% of the respondents believe that traffic is a possible criterion when a supermarket is to be

established. A preponderance of customers, a minority of 20%, agree that a supermarket

should not offer the same value that a neighboring supermarket would offer but less as to

attract more customers which when compared to the 5% who believe that the neighborhood

demographics plays a part in a supermarkets location.

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In the final chart, figure 4, an equal number of customers have the opinion that the products

and brands available would remain the same or that it may or may not change depending on

the competition (25%) but there was a contrast to those who believed that a supermarket does

not sell products based on location (35%).

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 CONCLUSION
In conclusion the information collected using a questionnaire and graphs to analyze, price and

location is a huge factor that customers consider when choosing a supermarket to shop at.

The researcher observed that customer’s behavior is affected by their spending patterns as a

majority shop at supermarket x because of its popularity, brands offered and pricing of

products. The location of the supermarket had a great impact on the cost of goods as it was

proven that not many customers shop at the supermarket because of prices, but because of

variety and popularity. A vast number of customers also agree on the fact that the location of

the supermarket affect how regularly they shop there.

To conclude, it can be said that even with other contributing factors, customers still choose

the supermarket of choice with much consideration as it regards to the location. It is safe to

say that the location of the supermarket has a great effect on their sales and distribution.

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 RECOMMENDATION
The researcher recommends the following strategies to Shoppers Fair supermarket as there is

room for improvement:

 Increase supermarket sales and customer loyalty by offering electronic marketing to

expand sales so that customers can directly purchase items online. Direct selling can

also be a solution to this and products would be provided at the convenience of the

customers’ home.

 The researcher believes that Shoppers Fair supermarket should consider conducting a

marketing research in order to further satisfy their existing customers and to aid in

attracting new ones. The marketing research was highlighted as solution to the

location. Doing proper market research can lead to an increase in distribution and

sales. The marketing research of a supermarket could persuade more persistent and

loyal customers to shop more frequently at the supermarket. Strategies such as

advertising – which can be done through social media, sales promotions and

promotional pricing can increase customer awareness and appeal to those who shop

because of variety. It may be an introductory to coupons or deal combos, packaging

and branding. Implementing proper marketing strategies can lead to an increase in

profits and customers.

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 BIBLIOGRAPHY
 Thornes, Nelson. Principles of Business for CSEC. Published 2014.

Caribbean Examinations Council.

 Balliram, Riana. Principles of Business for CSEC Examinations. Published 2016.

Macmillan Education.

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 APPENDIX
QUESTIONNAIRE

TOPIC: AN INVESTIGATION INTO HOW THE LOCATION OF

SHOPPERSFAIR SUPERMARKET IN MANDEVILLE AND JUNCTION
AFFECTS THEIR SALES AND DISTRIBUTION
INSTRUCTIONS: Please answer the following questions by circling the answer of your
choice.

BACKGROUND INFORMATION
1. Which town do you shop in?
a. Junction b. Mandeville

2. Are you a working citizen?

a. Yes b. No

3. What is your age group?

a. 12-20
b. 21-30
c. 31- 40
d. 41- 47

CAUSES

4. What influences your choice to shop at Shoppers Fair?

A. It is less time consuming because it is situated close to the town area.
B. The supermarket is popular and has a wide variety to choose from.
C. The goods are cheaper compared to other supermarkets that are situated further
from the town.
D. Good customer service is offered.
5. Do you think the location of the supermarket is convenient for you?
A. The location of the supermarket does not affect why I shop there.
B. Yes the location of the supermarket is convenient for me because it is closer to the
town area and makes errands easier.
C. The location of the supermarket is convenient for me but it is usually crowded and
offers poor customer service.
D. No, the location of the supermarket is not convenient for me and has affected how
regularly I shop there.

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6. What would be the main cause for you to stop shopping at Shoppers Fair?
A. The long wait in traffic.
B. The location of the supermarket.
C. The time it takes to get there.
D. The cost to get there.

EFFECTS
7. If Shoppers Fair Supermarket relocated closer to the centre of the town how will it affect
customers?
A. It will be more convenient to shop there as it will be in the town.
B. There would be a negative outcome because customers will shop there more
frequently.
C. Less people will shop there because supermarkets that were in the town would
have a great amount of customers and would pose more competition.
D. All of the above

8. If the supermarket was relocated to the town, do you think the problem of lack of
employees would be solved?
A. Yes, more people would be willing to work somewhere close to the town because
sales would be more frequent.
B. No, people do not always consider location when searching for a job.
C. No, not everyone wants to work in a supermarket especially one closer to the town.
D. Yes, if the supermarket is in a more populated area more people will know about it
and want to work there.
SOLUTIONS
9. What criteria might supermarket chains use to decide where to build stores?
A. The neighbourhood demographics.
B. The amount of traffic that goes by.
C. How far/close the store will be to the town.
D. They should not offer the same value another supermarket offers that is closer to
the town but they should offer less value to attract customers.
10. If the supermarket was in the main town, do you think there would be a change in some
of the products and brands available?

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A. Yes, they would have a wider variety of products and brands.
B. No, a supermarket does not sell products by location.
C. The products and brands available would remain the same.
D. It may or may not change depending on the competition at the different
supermarkets.

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