RESEARCH PROPOSAL

ON CHASE PLUS
Exploring and understanding buying pattern of consumers
towards the low sales of Chase Plus (Non-Food Items)”
 GROUP MEMEBERS

SAAD KHAN MUDASSSIR ABBAS MUHAMMAD BILAL YASIR

SYEDA AYESHA SAMAN JAFRI

AMNA HASAN ILMA FAYYAZ
 KEY BUSINESS QUESTION
Finding reason
We offered to provide
behind the low rate of
solutions for the problem
consumption in
non-food category.
through our research

Understanding
reasons behind why the
demand is stagnant in
othercategories than
food.
Table of Contents

Background
Research objectives
Information needs
Target Audience
Research Methodology
Data collection Method and
instruments

Background
 About the company

Chase plus vision is to lead and become the

pioneer of retailer business in Karachi Pakistan
while providing customers good quality product
in lower/ affordable price.
The chase plus store is located in Gulzar-e-Hijri,
near Mosamiyat, main University Rd.
Research objectives
 Facing stagnant sale
in their non-food items

Investigating how to increase the visibility, better

placement of non food items to attract customers.

Investigating how to increase the quality of non food

items.

How to train the employees to guide customer properly.

Investigating media viewing habits of our target audience.

Investigating how to decrease Inconsistent experiences

across channel.
Information needs
 To find out why customers are
To investigate why the customers
01 are not buying non food item 02 losing motivation and gravitating
experience. towards non-food goods.

To investigate whether the To investigate whether the

03 customers have positive 04 customers have positive post-
experience during shopping
buying experience

To find out why Chase Plus hasn't

05 developed a unique shopping experience
in each of its stores and where it is
falling short.

To investigate whether respondents

06 have intention to revisit.
Target Audience

RECRUITMENT Females who are the decision

CRITERIA maker in their households for
purchasing items.

DEMOGRAPHIC
Females, above 18

Gulzar-e-Hijri, near Mosamiyat,

GEOGRAPHICS
Main University Rd Karachi,
Pakistan

SOCIOECONOMIC
Middle class
CLASS

PSYCHOGRAPHI One stop shop wih

CS affordability
 Research
Methodology

 Qualitative Research

Qualitative research will help us

in identifying and verifying
whether Chase Plus non food
categories have the potential to
be profitable and whether there
are any opportunities for growth
in these areas.
Data collection Method and

instruments

Data collection method Sampling technique

In dept interviews (IDIs) Purposive Sampling

Length of data collection Data collection

instrument
IDI: 15min

Sample size: 20 to 25 Discussion guide

 Gantt Chart
Activities  W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12 W13 W14 W15

Approaching client  

KBQ delivered  

Development of
   
the proposal 

Client approval   

Discussion guide
   
development 

Client approval   

Field work    

Data analysis     

Report writing     

Presentation  
R|R

Thank
You