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Researcher: Emanuele Tedeschi Samaia Supervisor: Professor Catherine Parker

High Street Chains vs.

Local Stores: Do British

Consumers Get What They

Want or Just Accept What

They Are Given?

23rd March 2015

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Statement of Originality and Authenticity

This Research Project is an original and authentic piece of work by me. I have fully

acknowledged and referenced all secondary sources used. It has not been

presented in whole or in part for assessment elsewhere. I have read the

Examination Regulations, and am fully aware of the potential consequences of any

breach of them.

This Research project is submitted in part fulfilment of the requirements for the

degree of BA Honours in Marketing Management at the Manchester Metropolitan

University Business School.

Signature Date

Project Title: High Street Chains vs. Local Stores: Do British Consumers Get

What They Want or Just Accept What They Are Given?

Author: Emanuele Tedeschi Samaia

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Abstract°

The purpose of the project was to establish the feelings of British consumers towards their

high street, focusing on the competition between independent retailers and large chains.

The literature review explored key themes such as independent retailing, modern trends

and shifts in consumer behaviour, consumer experience and the power of large chains.

The researcher established that existing literature did not explore the influence of social

characteristics, such as income and occupation, as key variables in regards to consumer

behaviour and purchasing routines.

In order to gather data the researcher created two focus groups, composed respectively

by students and professors, examining key issues found in the literature review.

The findings of the research show that different groups present several dissimilarities in

regards to shopping routines, social habits and purchasing preferences. The researcher

believes that such differences may be a consequence of different cultures and customs.

In regards to the feelings toward UK’s high street, the opinion of both groups seemed

unified. In fact, results suggest that participants are reasonably satisfied with the current

retailing structure, and would not want to exchange it with a more traditional one.

Limitations of the research are identified in time restraints and consequent restrained size

of focus groups. However, Section 6.2 suggests how to overcome such issues for further

studies exploring this theme.

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Acknowledgments°

This section is dedicated to all those people who supported me throughout this project. I

would like to show you my gratitude, together with a sincere ‘Thank You’.

To my academic advisor, Catherine Parker for all her precious help, time and guidance. Her

enthusiasm towards research and retailing made it a lot easier to complete my study.

To all my friends and professors that offered their precious time to take part to my focus

groups. I would not have been able to complete my project without your valuable help.

To my wonderful family for their continued and precious support throughout my University

degree, away from home.

Emanuele Tedeschi

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Content Page°

Abstract° ............................................................................................................................................. 3

Content Page° ..................................................................................................................................... 5

1.0 Introduction° ................................................................................................................................. 7

1.1 Research Aim ...................................................................................................................... 7

1.2 Research Objectives ............................................................................................................ 7

2.0 Background° .................................................................................................................................. 8

2.1 Small, Medium Enterprises and Modernisation ....................................................................... 9

2.3 Overview ................................................................................................................................. 11

3.0 Literature Review°....................................................................................................................... 12

3.1 Independent Retailing ............................................................................................................. 12

3.2 Social Trends and Modernisation of the Market .................................................................... 13

3.3 Consumer Experience ............................................................................................................. 15

3.4 The power of High Street Chains ............................................................................................ 16

3.5 Conclusion ............................................................................................................................... 17

3.6 Literature Review Summary .................................................................................................... 18

4.0 Research Design and Methodology° ........................................................................................... 19

4.1 Introduction ............................................................................................................................ 19

4.1.1 Research Objectives ......................................................................................................... 19

4.2 Research Philosophy ............................................................................................................... 20

4.3 Research Approach and Strategy ............................................................................................ 21

4.4 Research Methods .................................................................................................................. 22

4.4.1 Focus Groups .................................................................................................................... 22

4.4.2 Focus Group Composition ................................................................................................ 23

4.5 Time ........................................................................................................................................ 24

4.6 Data Analysis ........................................................................................................................... 24

4.6.1 Data reduction ................................................................................................................. 25

4.6.2 Data Display ..................................................................................................................... 25

4.6.3 Drawing Conclusions ........................................................................................................ 25

4.7 Limitations ............................................................................................................................... 25

4.7.1 Validity ............................................................................................................................. 26

4.7.2 Reliability .......................................................................................................................... 26

4.7.3 Generalisability ................................................................................................................ 27

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4.7.4 Resources ......................................................................................................................... 27

4.7.5 Ethics ................................................................................................................................ 27

4.8 Conclusion ............................................................................................................................... 27

5.0 Findings and Analysis° ................................................................................................................. 28

5.1 Introduction ............................................................................................................................ 28

5.2 Candidates .............................................................................................................................. 28

5.3 Advantages of High Street ...................................................................................................... 29

5.4 Advantages of Independent Retailers ..................................................................................... 30

5.5 Frequency of Purchases from Local Retailers ......................................................................... 32

5.6 Willingness to Change Shopping Habits .................................................................................. 34

5.7 Considering a Different Retailing Structure ............................................................................ 36

5.8 Conclusions of Findings ........................................................................................................... 37

6.0 Conclusion° ................................................................................................................................. 38

6.1 Objectives................................................................................................................................ 38

6.1.1 Objective 1 ....................................................................................................................... 38

6.1.2 Objective 2 ....................................................................................................................... 38

6.1.3 Objective 3 ....................................................................................................................... 39

6.2 Recommendations .................................................................................................................. 39

6.3 Critical Reflection .................................................................................................................... 40

Bibliography° ..................................................................................................................................... 42

7.0 Appendices .................................................................................................................................. 45

7.1 Appendix 1 .............................................................................................................................. 45

7.2 Appendix 2 .............................................................................................................................. 52

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1.0 Introduction°

Decline in the small independent retail sector, is one of the most intractable issues in

retail research (Parker et al, 2005). This is mainly due to factors such as the increasing

competition in the retail sector, caused by the dominance of large retailers, price wars,

advancement of modernisation and the encroachment of the chains into the

convenience shopping market (Baron et al, 1999). Social trends as well as the

repudiation of local businesses to embrace new technologies are also factors that

changed UK’s high streets (Pickering et al. 1998).

This project will examine the level of satisfaction of British consumers with their current

shopping experience, understanding what factors make them return, what induces them

to go elsewhere, what they value and what they would change. Lastly, the researcher

will attempt to identify the role that independent businesses have in creating a unique

shopping experience using existing literature and focus groups. The insight regarding

customer’s experience is aimed to understand whether British consumers have a

genuine desire to revolutionize the current market structure.

1.1 Research Aim

To investigate whether British consumers are satisfied with their current shopping

experience, and explore whether consumers wish to bring any changes to the market

structure.

1.2 Research Objectives

Evaluate the satisfaction British consumers have in respect to their shopping

experience.

Examine the influences behind the shopping habits of British consumers.

Evaluate the positive impacts that independent business may bring to the High Street

shopping experience.

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2.0 Background° “The High Street is likely to survive only for as long as consumers enjoy the town

centre customer experience” (Hart, 2013)

The quote above describes the challenges that UK’s high streets are currently facing,

due to factors such as the unceasing growth of out-of-town stores, the development of

online retailing and the inexorable disappearance of independent retailers (Hart, 2013).

The researcher approached this debate from a different perspective, trying to

understand the feelings of British consumers towards their high street.

Hart (2013), believes that the failure of town centres across the Country are a direct

result to the absence of diversification, as large chains are enlarging their presence and

local businesses are slowly withdrawing from the market.

The 1980’s represented the start of the ‘retail revolution’ due to an incomparable amount

of merger and acquisitions, as businesses started realising that this process

represented the most convenient way to sustain rapid growth. This uncontrolled trend

radically transformed the retailing structure, letting a few firms control the largest

margins of the market.

According to Wringley and Lowe (2014), in UK’s current market, 10 retailers control 26%

of the total amount of retailers, with various controlling the remaining 80%.

Before examining themes related to the decline of local businesses in the UK, it is

worthwhile looking at different Modernisation theories, as they provide an accurate

explanation of the shifts in the constitution of social relations, technological progress

and the formation of work regulations (J. Everts, P. Jackson, 2009).

Contrarily to Hart (2013), Giddens (1990) believes that modernisation is the main event

that assisted the creation of a different behaviours and preferences, transforming

personal relationships into impersonal and distant connections, where individuals can

perform efficient roles compromising their personal behaviours.

In other words, the author argues that the main cause of the decline of the traditional

retailing structure is a direct result of the new social habits adopted by customers, where

standardisation of processes and impersonal connections are rising.

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2.1 Small, Medium Enterprises and Modernisation

Despite the rapid decline of independently owned shops, small and medium enterprises

(SME’s), which are commonly defined as businesses with less than 250 employees, are

still playing a key role in UK’s economy (Gov.uk, 2013).

As displayed in Figure 1, a study conducted by the Federation of Small Businesses

evidences that at the start of 2013, 4.6 million micro businesses (0-9 employees) were

totalled in the UK, accounting for 96% of total industries (FSB, 2013). It can be observed

that a high percentage of commercial businesses in the UK are defined as micro,

however this particular structure accounts for only 32% of employment and 18% of

turnover.

On the contrary, large enterprises (250+ employees) account for less than 0.1% of total

businesses, but 41% of employment and 52% of turnover, representing their growing

influence on consumer’s choices and preferences (OfficeForNationalStatistics, 2014).

Fig.1 Businesses in the private Sector

Source: (OfficeForNationalStatistics, 2014)

Peston and Ennew (1998) examined the unremitting debate between large chains and

independent retailers, defining consumers as individuals who mourn the loss of their

local store, being aware, however, that the new chain will offer cheaper prices and wider

selection. This statement, which insinuates the growing predilection towards large

corporations, can partially be explained by the lack of online presence of local stores,

which in turn fail to create brand awareness and product demand.

The development of technology is a variable that cannot be neglected when determining

the causes of the transformations of UK’s high street.

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According to recent figures, UK shoppers spent £91bn online in 2013, and according to

IMRG-Capgemini eRetail, the online retailing market grew by 16% during the course of

the year (InternetRetailing, 2014). IMRG now forecasts 17% growth in 2014, and

estimates £107bn will be spent online over the year, as shown in Figure 2. The retailing

trade association estimates that 21% of retail sales now take place online (RetailSearch,

2014).

Fig. 2 Growth of Online Retailing Source: (Internet Retailing, 2014)

Figure 2, suggests that

the growth of technology

shaped considerably

consumer’s conventional

shopping habits, as

preferences and routines

are constantly required to

change.

A study conducted by

Business Direct, showed that only 59% of SME’s recognised technology as an

opportunity to strengthen their business, reinforcing the critiques stating that local stores

are not inclined to adapt their traditional approaches to modern times (BS, 2013).

Figure 2 suggests that online retailing will grow incessantly in the following years and in

order to compete with large chains, local retailers should learn to adapt their strategies,

with the purpose of meeting the growing needs of customers and retain existing clients.

In fact, according to Experia (2011), online strategies don’t have as primary focus to

improve profits but rather to oversee and influence the reputation of a brand. This last

aspect could give a clear understanding on how large retailers replaced local stores in

consumer’s preferences, as they had the possibility to shape consumer’s preferences

accordingly.

A study conducted by West (2013), reinforces this statement, as findings show a strong

demand for independent business across the country, however the lack of online

presence is identified as the main barrier (TheDrum, 2013).

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2.3 Overview

Several factors, such as modernisation, are directly affecting the role of independent

retailers in the current market scene, threating their current and future position in UK’s

high street.

Customer’s routines are one of many aspects starting to be affected by this rapid

decline; however, it is the aim and the interest of the researcher to examine the feelings

of customers in regards to their high street, understanding their preferences and

influences.

The following literature will concentrate on local businesses and their role to provide a

positive consumer experience, touching themes such as the modernisation of the

market and the shifts of consumer behaviour.

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3.0 Literature Review°

This section will explore existing literature on independent retailing and consumer’s

social habits in order to draw conclusions based on the research objectives.

The literature review will explore themes such as independent retailing, with a focus on

the strengths and weaknesses of such structure, the modernisation of the market

together with the rise of new social trends, consumer experience and the power of large

chains.

3.1 Independent Retailing

Parker et al (2005), explore the continuous decline of independent businesses in Britain,

focusing mainly on groceries shops and supermarkets. The author argues that the

growing competition between small retailers and chains could potentially have critical

consequences on the overall market structure, statement confirmed by Baron’s et al

(1999) studies. The author argues that small retailers generate several intangible

advantages to the market, as they are the business structure best suited to provide a

positive shopping experience to consumers as well as diversity.

Baron’s et al (1999) argues that independent retailers have one, great advantage over

larger competitors as usually, shop keepers of local stores know their customers in

depth, and are therefore able to satisfy their needs and wants.

Blythman (2004), debates about the importance of independent businesses in UK’s high

street from a different perspective. The author, suggests that the existence of

independent shops in UK’s market is vital, not only because it gives a wider choice to

consumers, but also because it produces direct benefits to the community. A study

conducted by the London School of Economics (LSE, 2013), established that each £10

spent in a local shop, are worth £25 to the local economy. On the other hand, the same

£10 spent in a chain, are worth £14 of benefits to the community.

Contrarily, Wrigley and Lowe (2014) analyse the decline of independent retailing by

condemning local business, due to their incapacity to adapt to modern marketing

techniques, hence providing consumers with an adequate shopping experience. In

particular, the authors claim that local business failed to offer ‘the right product, at the

right place, at the right time’ (2014:129), helping large chains to achieve a rapid

competitive advantage. British retailers often see technology as a threat, due to its

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association with loss of identity and diversity (Merryll Lynch, 1999). Wrigley and Lowe

(2014), however, identify this scepticism to change as the main cause of a non-

convenient and mediocre product offer and customer service.

Furthermore, Hall (2011) provides a pessimistic insight regarding the future of

independent retailers. The author argues that retail businesses can be large, affiliated,

and growing; or small independent, and in quick decline. Retail growth or decline can

be measured through retail size, association, turnover, and employment. This means

that while the importance of the relationship between social and economic variables is

recognised, so too is its empirical under exploration in regards to retailing in Britain.

Similarly, Pickering et al (1998) examine the role of independent retailers giving an

interesting suggestion in regards to optimising their business model. Likewise Hall

(2011), the author argues that in order to represent a real challenge to large chains,

local store need to develop vertical partnerships with wholesalers and suppliers, and

horizontal alliances between them, such as franchising or licensing arrangements in

order to improve the shopping attractiveness of a location and raise customer

awareness. In other words, the author argues that in order to become valid competitors

to corporations, local stores should consider merging with similar retailing models,

turning into chains themselves.

3.2 Social Trends and Modernisation of the Market

Everts and Jackson (2009) argue that shopping needs to be considered as a social

practice, understanding the relationships between consumers and producers in a

market-driven society. Reckwitz (2002) defines social practices as routinised forms of

behaviour, which are formed by several actions. He argues that the life of a consumer

can be observed through its routines and connections with places and practices. In other

words, the purchasing process can therefore be examined as a social habit, where

consumer’s behaviours and routines are constantly observed.

Giddens (1990), provides an overview of the modernisation of the market structure,

using the food retail market as an example. According to the author, supermarkets are

believed to be the perfect scene to represents the genuine shopping culture of a country.

Likewise, Brandi (2000) argues that the introduction of the self-service feature in UK’s

shopping routines represents the perfect example of the growing trend of impersonal

relationships and the fading consideration of shopping as a social practice.

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Miller (2001), however, examines the matter from a different perspective, as he argues

that modern supermarkets have replaced locals in their functions as well as in their

purpose.

Customers are now familiar with the store and developed positive sentiments

associated to the place. Following Miller’s (2001) beliefs, it could be theorised that

consumers have flexible preferences and habits, and they are able to adapt their needs

and shopping routines with time.

The modernisation of the market and the development of technology is described by

Peston and Ennew (1998) as one of the main causes of such a rapid decline from

independent stores, considering that in order to satisfy the growing needs of today’s

customers, technological advancement is essential. Similarly, Piercy (1999) argues that

the advent of e-commerce affected negatively local stores, as it altered consumer’s

preferences towards social interaction. The author argues that personal relationships

and social elements have always been recognised as the positive aspects of

independents, as they represented an intangible characteristic of the business. The

owner was known to have personal as well as business relationships with its customers

with the purpose of learning how to best satisfy their needs and desires.

Supporting Piercy’s (1999) thoughts, Rittinger (2011) believes that in modern societies

brands connect directly with consumers through social medias and other

communication channels. This strategy enables large retailers to contact and

communicate with individuals at any time and place, developing impersonal

relationships and creating loyalty to the brand. Additionally, Rittinger (2011) claims that

due to the strong online presence, large corporation can monitor and influence

consumer’s perception, with the aim to maximise sales and regulate demand.

Baron et al (1999), however, claims that the ability of independent businesses to provide

positive, interpersonal components in the retailing market cannot be replaced, and

therefore needs to be viewed as a real strength and exploited to its full potential.

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3.3 Consumer Experience

Everts and Jackson (2009), argue that in order to establish consumer’s shopping

experience, it is appropriate to divide the purchasing process into two categories:

modern and pre-modern. These segments will not necessarily be related to historical

shifts but rather to experiences and contemporary gaps.

Giddens (1990), analyses the sociality of the shopping process identifying trust as the

main barrier influencing consumers’ behaviour. In fact, two major types of trust affect

relationships between parties: ‘face work commitments’ and ’faceless commitments’.

Face work commitments concern all relationships that are developed with a face-to-face

human contact, whereas faceless commitments are those created with faith in abstract

systems.

Giddens (1990) argues that in pre-modern scenarios, face work commitments among

consumers and shopkeepers were the only existing type of relationship. Although, with

the advent of modernisation, faceless commitments took over as the complexity of the

structure narrowed the possibility for the individual to obtain information and therefore

optimise their shopping experience.

Similarly, Baron’s et al (2001) believes that social interaction is a key requirement for a

unique shopping experience. His research shows that the provision of product advice is

essential to the service offered, and that consumers tend to appreciate the friendliness

of the staff. Shopkeepers, on the other hand, recognised that the general knowledge of

consumers is a generally increasing, resulting in growing demands and sophisticated

needs. In other words, the author’s beliefs could represent an opportunity for local

retailers as it has been proven that consumers are looking for a more tailored service.

On the other hand, local store need to incessantly develop their services considering

the growing needs and desires of consumers.

Blythman (2004) focuses on the strategies adopted by large chains to attract

consumers, criticising the way they deprive them of a ‘face work’ experience. According

to the author, shopping in today’s high street is an alienating and meaningless

experience, as standardisations of processes and products is a key requirement for the

success of the business structure.

In contrast, Bruhn et al (1992), attempts to understand what consumer’s value the most

when shopping, focusing is researches on the food sector. According to the author, the

desire for fresh, unique and local products is the secondary aspect individual’s consider

when selecting an independent store. As a result of a survey conducted, consumers

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stated that throughout the selection of a product they give high importance to its quality,

price and related promotions. As a consequence, the desire to support local stores was

of minor importance. Results, however, highlighted that products sold from local stores

are often positively perceived, as consumers expected them to be fresher, and of better

quality to those purchased in large chains.

The researcher interpreted Bruhn et al (1992) findings by comparing them to the modern

retailing scene. In fact, it is common knowledge that local stores are perceived as

businesses selling unique products with better quality. However, throughout the

purchasing process, consumers tend to evaluate price, convenience and location as

primary requirements, penalising independents selling strategies.

3.4 The power of High Street Chains

Blythman (2004), criticises the strategies adopted by large chains, arguing that powerful

corporations sell what suits them to sell and not what customer’s truly desire.

Successively, they will target mass markets, aiming to achieve the highest return on

investment and generate demand for their products. The author argues that with

apparent convenient prices and lobbying subsequent governments, high street chains

attract consumers dictating their shopping choices.

Levitt (1983) gives a different justification to the increasing success of large chains. The

author believes that new technologies led to the standardisation of consumer’s desires,

due to the assumption that consumers preferred high quality products at low prices

rather than unique products at higher prices. McCracken (1989), however, criticises

Levitt’s (1983) hypothesis as he argues that consumer behaviour is not a rational

process and mostly, it is subjective depending on the Country and culture.

Similarly to Levitt (1983), Blnthman (2004) believes that large chains don’t have a

financial interest in rewarding diversity or uniqueness, bur rather volume and

standardisation. The author argues that British consumers, when shopping in their high

streets, have been deprived of their right to choose. Today’s market structure

demonstrates that only a few monopolistic retailers are dominant in UK’s high street,

and in their sector, they all sell similar products.

Equally, Werner (2010), examines the supremacy of large chains over local retailers.

The author focuses on the deregulation of shopping hours and how it negatively affects

independent stores, resulting in a potential loss of clients and profits.

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Small retailers, until the 1990’s, were extremely competitive in UK’s high streets also

due to long opening hours, which distinguished them from similar competitors.

According to Baron et al (2001) the opening hours of a business are a key variable that

needs to be carefully examined as it generates convenience and accessibility. Large

chains are frequently operating 24 hours a day, from Monday to Saturday, for a total of

144 hours a week. Local businesses, however, do not have sufficient human and

economic resources to compete with such rivals and as a consequence, market share

and consumer awareness decreased rapidly (Baron et al, 2001).

On the other hand, Tanguay et al (2005), associate the opening hours to selling prices,

justifying the success of the corporation model. The authors linked small retailers with

high prices and low access costs, whereas large stores are associated with low prices

and high access costs. In other words, the authors believe that given the regulations of

the current market, the reduction of access costs is a direct consequence of longer

opening hours.

Contrarily, Wrigley and Lowe (2011), analyse the influence of large retailers from a

different angle. They claim that high street chains succeeded in understanding

consumers’ needs by creating an efficient and innovative commercial strategy, which

focused mainly on low prices, high accessibility and targeted offers. According to the

authors, the increased concentration of large retailers into the UK market pushed

businesses to operate under different trading names within the same company, driving

profits and increasing brand awareness. They claim, however, that those benefitting

from this selling strategy are consumers, as they have the possibility to choose from a

wide range of products and promotions, designed to satisfy different profiles.

3.5 Conclusion

The literature explored, offered the researcher a deep insight regarding the retailing

structure in the UK, with a strong emphasis on the role of independent retailers and the

increasing popularity of impersonal relationships due to technological advancement

and social habits. According to the researcher, the literature lacks to identify specific

routines of different consumer groups within the same population, revealing whether

age and social class could represent determinant variables for different consumer

habits.

In order to understand the level of satisfaction of British consumers with their high

street, the literature suggests the importance of understanding consumer’s feelings and

customs. The researcher will therefore investigate the opinions of British consumer’s

from different ages and social classes in order to gather reliable and extensive data.

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3.6 Literature Review Summary Table. 1 Summary of the most influential authors

Authors Summary Points

Independent retailing

Parker et al (2005) Baron et al (1999) Blythman (2004) Wrigley and Lowe (2014) Hall (2011) Pickering et al (1998)

Decline of local stores could have repercussions on overall market structure

Independent stores are the best suited structure to provide positive customer experience

Importance of independent stores mainly due to direct benefits to the community

Incapacity of local stores to adapt to modern times and provide an adequate service to customers

Businesses can be large and growing or small and in decline

The only chance for local businesses to survive is with licensing and franchising agreements

Social Trends and Modernisation of the market

Everts and Jackson (2009) Reckwitz (2002) Giddens (1990) Miller (2001) Peston and Ennew (1998) Piercy (1999) Rittinger (2011)

Shopping is a social practice made of relationships between shopkeeper and consumer

Social practices are a routinised form of behaviour

Growing trend of impersonal relationships within the UK

Large retailers replaced local stores in their function and purpose

Modernisation is believed to be the cause of decline of local stores due to the lack of change

Modernisation changed consumer’s preferences towards interaction

Social media are consumer’s favourite communication channel

Consumer Experience

Giddens (1990) Baron’s et al (2001) Blythman (2004) Bruhn et al (1992)

Purchasing process can either include: face work or faceless commitments

Social interaction is key for positive shopping experience

Criticises large retailers for attracting consumers with a meaningless and alienating experience

Consumer’s value price and promotions more than quality and uniqueness

Power of High Street Chains

Blythman (2004) Levitt (1983) McCracken (1989) Werner (2010) Tanguay et al (2005) Wrigley and Lowe (2011)

Large retailers sell what suits them and not what consumer’s desire

Due to modern technologies consumers have standardised desires

Consumer behaviour is not rational and depends on cultures and nationality

Deregulation of shopping hours is how large retailers achieved competitive advantage

Long hours represent low access costs, on the opposite shorter hours will represent higher costs

Large retailers succeeded understanding consumer’s desires and created tailored promotions

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4.0 Research Design and Methodology°

4.1 Introduction

According to Milburn (2007), methodological research can be defined as an

investigation to find solutions to a particular scientific or social problem through the use

of objectives and previous contributions.

In other words, research can be described as an original contribution to an existing unit

of knowledge, with the purpose of its development.

The researcher will adopt a qualitative approach, using focus groups in order to ensure

that research objectives are met. The core belief of qualitative research is that the

people involved in the study socially construct reality, thus the values and assumptions

of the researcher can’t be extraneous to it (Schwandt, 1994). Accordingly, Robson

(2011) believes that qualitative research is used mainly for investigations into human

behaviour, as it aims to understand the underlying desires and needs, using techniques

such as tailored interviews or focus groups.

4.1.1 Research Objectives

The purpose of this research was to gain an understanding of consumer’s feelings

and attitudes towards their high streets, focusing mainly on the role of independent

retailers and the potential benefits that they may bring to the retailing structure. In

the next chapter, the researcher will examine several research approaches,

selecting the most suited ones to achieve the study’s objectives.

Objectives:

I. Evaluate the satisfaction British consumers have in respect to their

shopping experience.

II. Examine the influences behind the shopping habits of British consumers.

III. Evaluate the positive impacts that independent business may bring to the

High Street shopping experience.

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4.2 Research Philosophy

According to Crotty (1998), the researcher can embrace several philosophies and adopt

correlated methods in order to approach each stage of the project. The assumption of

the researcher regarding human knowledge, or consumer’s behaviour in this particular

case, will shape considerably the research strategies and the chosen approaches.

This section will examine three of the most recognised influences, commonly used to

collect primary data: epistemology, ontology and axiology.

Epistemology, philosophy adopted by the researcher to conduct his research, is defined

as the science that concerns what is established as adequate knowledge within an area

of study, by examining feelings and attitudes as a social matter (Saunders, 2012). In

simple words, Epistemology, which derives from of a Greek word meaning

‘understanding’, can be defined as the study of knowledge.

The author adopted an interpretivist approach in order to examine the findings and

generate a conclusion. Interpretivism, which was initially introduced as a critique to the

Positivist philosophy, supports the belief that reality is often subjective and in order to

understand it, it is necessary to comprehend the differences between people and their

social roles (Hudson, 1988).

The distinctive characteristic of this approach, as explained by Miles and Huberman

(1994), is that knowledge is socially created, rather than objectively determined, by

observing and interpreting human behaviour.

The researcher chose this approach due to the social nature of the study and its aim of

understanding consumer’s feelings towards their high street. Interpretivists, claim that it

is not possible to understand people’s behaviour without interpreting and deducing their

perceptions, beliefs and attitudes (Hudson, 1988). Criticizers of this approach argue are

that it supports its research on a limited number of cases and therefore fails to provide

a credible conclusion (De Gialdino, 2009).

In order to overcome this critique and provide reliable results, the researcher collected

qualitative data from two different groups, interviewing candidates from different socio-

demographic segments.

Interpretivism, however, is directly related to another epistemological theory: positivism.

Positivism is described by Saunders (2007), as an observable social reality, which

precludes the possibility of changing the nature of primary data. In fact, with this

particular philosophy, the researcher is an independent body to the study, and it cannot

be affected or directly affect the findings of the research (Remenyi et al, 1998).

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The researcher did not implement this particular philosophy due to its abnegation of

social elements like feelings, as are not believed to represent an empirical and reliable

source (Halfpenny, 1982).

Ontology, as opposed to Epistemology, is the science that studies the nature of reality

by examining its aspects from two perspectives: objectivism and subjectivism.

The objectivist approach claims that there is a single acceptable reality, existing

regardless of the presence of the researcher, which needs to engage with it in a

detached way (Ayer, 1971). Subjectivism, on the opposite, is a philosophy that

considers multiple social realities, which are constructed through the researcher’s

beliefs (Robson, 2011).

Axiology, also known as Value Theory, derives from a Greek word meaning ‘worth’ as

it is the philosophical study of value (Lapie, 1902). This philosophy examines the social

values of the researcher using its beliefs as a basis for judgements and results (Heron,

1996). For this study, the researcher will not use an axiological approach, as the

generation of conclusions will be based on the candidate’s feelings and attitudes, both

examined from a social perspective.

4.3 Research Approach and Strategy

According to Easterby-Smith et al (2002), a clear research approach is key for three

reasons. Firstly, it helps the researcher to design its data collection techniques in a

deeper way, tailoring its questions and examining the findings accordingly. Secondly, it

assists the researcher in the process of choosing the most appropriate research

method. Lastly, it is believed that a deep knowledge of the various research approaches

will give the researcher enough familiarity to avoid constraints such as limited access to

data or the misjudgement of time required to complete the study.

According to Saunders (2007), researchers can select between two different research

approaches depending on the nature of the project: deductive or inductive.

The deductive approach, also known as testing theory, consists in the development of

a theory regarding a specific matter, and the creation of a strategy to test it and evaluate

it.

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The inductive approach (Figure 3) begins with the

observation of patterns, which leads to the creation of a

theory, as a result of the data collected (Goddard, 2004).

According to Lancaster (2005), no theories are found at

the initial stage of this process thus the researcher will not

be able to predict the nature of its research until

completed. Inductive approaches are often linked to

qualitative studies due to the subjectivity of the data and

the narrative nature of the projects (Saunders, 2007).

The researcher adopted an inductive approach in order to observe the satisfaction of

British consumers towards their high street, finding matching patterns and developing

hypothesis regarding their feelings in regards to a hypothetical different retailing

structure.

4.4 Research Methods

The researcher adopted a mono-method qualitative approach, gathering data through

focus groups. Qualitative studies aim to understand the meaning that people have

constructed, which is how individuals make sense of the experiences they have in their

world (Merriam, 2009). The above definition is undoubtedly interesting; however, the

researcher does not believe it reflects the reality of a practical qualitative research

approach. Nyamongo et al (2001), on the contrary, defined qualitative research as the

involvement of any study that uses data that does not indicate ordinal values.

Authors such as Corbetta (2003) and Bickman (1998) agreed that the main advantage

of a qualitative approach was that variables such as interaction and observation could

lead to the formulation of a theory, mainly based on rich opinions and deep thoughts.

In order to collect the data, the researcher decided to adapt a commonly known

interview style, focus groups. This particular approach, which can be defined as an

open-ended group discussion on a specific topic, was introduced at the beginning of the

1920’s due to the rising belief that most decisions and behaviours were made in a social

context (Bogardus, 1926).

4.4.1 Focus Groups

The researcher believed that focus groups were the most appropriate methods to

collect relevant data, due to the social nature of the research and the importance

of subjective feelings on this particular matter.

According to Robson (2011), focus groups’ main advantage is the amount of data

that can be collected from several people simultaneously.

Fig. 3 Inductive Approach

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Participants are encouraged to share their thoughts and views as they are

stimulated by the comments of the others in the group (Halcomb, 2007). According

to Robison (1999), group dynamics assist participants to focus on the main topic,

helping the researcher to determine when opinions and feelings are commonly

shared.

Focus Groups can be described as a hybrid form of interview, where discussion

and communication are encouraged (Robson, 2011). As such, interviews can be

divided into open, structured and semi-structured depending on the researcher’s

preferences. For this particular study, the researcher adopted a semi-structured

approach, as the sequence of themes discussed was planned but wording and

order were flexible depended on candidate’s responses (Rennison and Gibson,

2005).

In regards to the questions asked, Robson (2011) suggests several ways to

prepare the content of the interview. For his focus groups, the researcher used

open-ended questions, as opposed to close-ended ones. This strategy, allowed

interviewees to go into more depth when sharing their views, encouraged

cooperation between the researcher and its candidates and finally, allowed to

generate a more reliable assessment of the real beliefs of respondents (Zeisel,

2006).

4.4.2 Focus Group Composition

Folch-Lyon and Trost (1981), believe that focus group are only helpful if the

composition of the group is homogenous, as findings could be different if

candidates with different backgrounds were mixed. Morgan (1998), argued that

segmenting candidates into groups has different advantages, such as the

possibility to compare and contrast the findings from different groups and the

enablement of deep conversations among candidates with similarities. However,

this structure is often critique as heterogeneous groups stimulate discussions and

inspire interviewees to see problems from different perspectives (Brown, 1999).

According to Morgan (2008), the ideal size of a focus group is 5 to 8 people. Large

groups are believed to be hard to control and they reduce the possibility of

generating deep and meaningful data.

Seven students, all belonging to the Manchester Metropolitan University and all in

their final year constituted the first group. On the contrary, the second group was

formed by four teachers, all belonging to the Manchester Metropolitan University.

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In regards to the constitution of the groups, the researcher avoided the use of pre-

existing groups by recruiting people from different classes and departments. This

diversification strategy, as explained by Krueger and Casey (2000), is key in order

to avoid existing and established dynamics or social hierarchies amongst

interviewees.

4.5 Time

The collection of data was undertaken in February 2015, however the preparation and

evaluation of the focus groups started from January 2014 to March 2015. Due to the time

constraints and the nature of the study, the researcher decided to implement a cross-

sectional approach (Saunders, 2007).

The researcher did not believe that a longitudinal study would be suitable for this project,

as the observation of consumer’s behaviour and the formulation of hypothesis, would have

required a longer period and more resources (Millward et al, 1992).

4.6 Data Analysis

Silverman (1993) attempted to describe the differences between the analysis of qualitative

and quantitative data and consequent issues that may arise. Robson (2011), believes that

the main characteristic of a qualitative approach is the depth and richness of the data

gathered, agreeing with Dey (1993), who argues that the data is based on meanings

conveyed through words. Another interesting difference, as explained by Robson (2011) is

that with qualitative studies, the researcher starts making sense of the data throughout the

investigation, as opposed to quantitative projects.

According to Coffey and Atkinson (1996), due to the unstructured nature of the approach,

there is not a homogeneous method to analyse qualitative data. Therefore, for this study,

the researcher adopted an analytical approach by categorising the question asked during

the focus groups, relating them to key themes found in the literature review. According to

Glaser and Strauss (1967) this process is essential as it gives additional clarity when

identifying key issues from the literature, addressing the areas that needed to be developed

further. Each question will then be examined individually, contrasting the views and attitudes

of the candidates from both focus groups and observing potential matching patterns. The

researcher adopted this technique, suggested by Robson (2011), with the aim of giving a

defined structure to a study with strong narrative and subjective characteristics.

The next stage involved unitising and condensing the data gathered with a manual

approach. Easterby-Smith (2002), claims that this particular procedure is key as it

demonstrates that the researcher is critically reviewing its findings, by selecting the most

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relevant data and discarding the rest. In order to rearrange the outcomes and find potential

patterns the researcher used the Matrix method introduced by Miles and Hubernman

(1994). The authors focused on matters concerning the visual display of the data gathered,

dividing their suggested procedures into three main areas: data reduction, data display and

the verification of conclusions.

4.6.1 Data reduction

Data reduction is the process by which the findings collected by the researcher are

shortened into smaller sections and the regrouped depending on their relevance

(Miles and Hubernman, 1994). Focus groups, when transcribed into lengthy

documents can be dispersive and unclear for both the researcher and the readers,

thus the researcher condensed the data and displayed it visually.

4.6.2 Data Display

Miles and Huberman (1994), define display as the assemblage of the reduced data

into visual layouts. This process, also cited by Miles et al (2011), is believed to

represent a crucial step of the project, as it aims to generate clarity for the

researcher and the readers (Appendix 1).

4.6.3 Drawing Conclusions

The last section of this process involves the author to produce a logical conclusion,

with the potential patterns discovered. Conclusions are commonly referred to as

hypothesis, which are defined as testable propositions (Silverman, 1993).

4.7 Limitations

According to Smithson (2000), due to the subjective nature of the approach, focus groups

have often been classified as a method with little external validity. Myers (1998), reinforces

this critique, as he argues that focus group could be considered as a performance, in which

the candidates and the moderator are actors with the aim to provide relevant information to

the researcher. Goffman (1981), however, disagrees with this scenario as he claims that

any type of social interaction could inevitably be considered as a performance, thus focus

group should be considered as a natural dialogue in an organised scenario

According to Bryman (1988), the role of the moderator plays a key role in regards to focus

groups’ limitations. In fact, the author believes that normative influences are very common

with this approach.

These influences occur when candidates are seeking approval or trying to avoid disapproval

when presenting their views to the group, affecting the reliability of the data (Sudman, 1979).

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4.7.1 Validity

Validity is an expression referring to how well the findings reflects the scenario they

claim to represent (Robson, 2011). According to Drost (1991), there are two

general approaches to validity issues. Transformational validity is a progressive

process in which the researcher attempts to self-reflect and understand how the

analysis was directed. The transactional approach, on the opposite, is defined as

a linked approach between the researcher, its candidates and the data gathered.

An appropriate level of validity is achieved once the researcher revisits its findings

taking into account factors such as feelings, attitudes and beliefs (Hammerseley,

2002).

In order to avoid validity issues the researcher adopted a transactional approach,

recording the interviews and gathering the feedback from participants, with the aim

to track potential misinterpretations and amend them (Wolcott, 1990).

4.7.2 Reliability

Easterby-Smith et al (2002) define reliability as the extent to which the researcher’s

approaches and the data collection techniques produce linear and trustworthy

findings. In order to prove reliability, a common technique is to replicate the data

collection techniques and verify whether results correspond. However, due to the

personal origins of the findings and the subjective nature of the project, the

researcher can’t ensure that results would be the same if the study were carried

out again. Robson (2002), argues that reliability can be threatened by four different

factors such as participant error, participant bias, observer error and observer bias.

Participant error is known as the influence of different dynamics, such as time, as

an alteration of candidate’s responses (Robson, 2002). In order to avoid this issue,

the researcher arranged both focus groups at neutral times of the day, between

12pm and 3pm. Participant bias is defined as the extent by which the answers of

interviewees are altered when made aware of the presence of an influent figure

such as a manager or teacher (Robson, 2002). In order to overcome this potential

issue, the researcher arranged two different focus groups, each of them composed

by candidates who could not be influenced by the authority of others.

Observer error and bias are defined as the possibility of the researcher of being

unclear and therefore affecting the quality of the responses received (Saunders,

2007). In order to avoid observer error and bias, the researcher made sure to

create highly structured questions as a mean to reduce uncertainty and confusion

(Robson, 2011).

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4.7.3 Generalisability

Generalisibility, also known as external validity, is defined as the extent to which a

research can be applied to wider contexts (Saunders, 2011). As explained in

Section 2.0, this study aims to understand the feelings of British consumers

towards their high street, thus wouldn’t be applicable if transferred to other settings.

4.7.4 Resources

Time and access represented the main limitations for the researcher. With a longer

period to complete the study, the researcher could have arranged additional focus

groups targeting different segments of UK’s population. By doing so, the research

would have strengthened factors such as reliability and validity as a higher sample

of opinions and thoughts would have been analysed.

4.7.5 Ethics

Ethics are defined as the application of moral and professional codes of conduct,

aimed to collect and analyse data without causing any harm to the respondents

(Saunders, 2007). This trend, is gaining increasingly consensus mostly in social-

focused studies, due to the personal contact between the researcher and its

interviewees.

In order to tackle such issue, the researcher created a consent form, which was

distributed to each interviewee prior to the start of the focus group. Candidates

were made aware about the purpose of the project and that the data collected was

only restricted to the study’s purposes. The researcher specified that the focus

group was being recorded on a device. The questions asked were generic and not

specifically addressed to any candidate, in order to avoid issues such as

harassment or humiliation (Robson, 2011).

4.8 Conclusion

In order to complete the project, the researcher adopted a qualitative approach due to the

study’s objectives and the personal nature of the contributions. The researcher selected

focus groups as a method to collect the data, creating two homogenous groups formed by

participants from different groups. In order to analyse the data gathered, the researcher will

examine each question individually, utilising the matrix approach introduced by Miles and

Hubernam (1994).

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5.0 Findings and Analysis° .

5.1 Introduction In this section, the researcher will explore the findings gathered through the focus

groups, dividing participants in two groups and numbered accordingly to respect

confidentiality. As mentioned in section 4.6, the researcher will examine each question

individually, in order to contrast the different responses of the interviewees.

5.2 Candidates

Focus Group 1: Students

Participant Nationality

S1 United Kingdom

S2 South Africa

S3 United Kingdom

S4 United Kingdom

S5 Lithuania

S6 United Kingdom

S7 United Kingdom

As mentioned in section 4.4.1, the researcher divided participants into two homogenous

focus groups in order enable a fluent conversation and ultimately, to compare the richness

and depth of the data gathered. The researcher identified the key themes to explore

throughout the literature review, thus the analysis below will follow a logical order.

In regards to the second focus group (Table 3), the researcher planned to have six

participants, however two candidates failed to respond to the request.

The researcher segmented the groups mainly based on age and social class, with a light

focus on nationality. This approach, as suggested by Miles and Hubernman (1994), is useful

in order to find potential patterns concerning the importance of social-cultural values when

examining consumer’s feelings and behaviour.

Focus Group 2: Professors

Participant Nationality

P1 United Kingdom

P2 United Kingdom

P3 United Kingdom

P4 Greece

Table 2. Focus group 1 Table 3. Focus group 2

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5.3 Advantages of High Street

“What is the aspect you enjoy the most about Manchester’s high street?”

Student Group Professor Group

S1: “It’s convenient, all the stores I like are close to each other”

P2: “I love the independent and unique shops that you can’t find elsewhere”

S2: “Many different shops and there is so much choice!”

P3:“I enjoy the variety of products that you can find in small local stores”

S3: “It’s great if you don’t know what to get as you are in the middle of everything”

P4: “I really like how it is structures as it is divided into small quarters, giving the consumer a lot of options”

The researcher started both focus groups with a generic question in order to facilitate the

participation of the candidates, as advised by Robson (2011), and establish the strengths

and positive aspects of the current high street structure.

As shown in table 4, the first question already highlighted major differences in the responses

given by the two groups. The group composed by students, seemed to appreciate the

amount of corporations in the area, as they ensured a wide range of choice in a restricted

perimeter. Student 1 stated: “ All my favourite brands are close to each other, I know already

where to go and what to look for, therefore going into town is extremely convenient.” This

statement helps understanding Reckwitz (2002) theory, which perceives the purchasing

process as a routinised behaviour, where actions and decisions are constantly repeated by

consumers. Reckwitz (2002) believes that the life of consumers is constantly monitored due

to its connections with places and people. Miller (2001), however, claims that with new

social habits and a relentless modernisation cycle, consumers are increasingly developing

connections with places, abandoning the traditional shopkeeper-consumer relationship.

The responses given by the students seem to confirm this trend as none of the participants

associated the connections with a person as a positive aspect of the high street.

On the contrary, the data gathered from the second focus group, highlights different aspects

of the high street. Participant 2 stated: “I am a big vinyl enthusiast and have been going to

this music shop in Oldham Street for all my life. I would never be able to find such products

in places like the Trafford Centre”. The majority of interviewees from the second group

seemed to appreciate the uniqueness and exclusivity of local shops rather than the

convenience and accessibility of large chains. However, both groups agreed that a wide

choice of products and shops is one of the strengths of Manchester’s high street.

Table 4. Advantages of Manchester’s high street

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5.4 Advantages of Independent Retailers

“What are the advantages of having more independent retailers on the market?”

Student Group Professor Group

S5: “you get a more tailored service. In big stores you lose the whole shopping experience whereas If ask the local shopkeeper to offer me something different, he’ll come back at me with five different items!”

P4: “Diversity, as you can find different things in different places. Another aspect to consider is that it makes the city look more lively and cosmopolitan.” “They help the high street and towns move forward”.

S3: “The main advantage is from a supply sense. Big retailers sell the same product as they target mass markets whereas local stores have a different range of styles.”

P1: “Theoretically they bring diversity, however in the UK the quality of independent stores is often poor and British consumers lost their faith as they don’t think they’ll deliver as well as large stores.”

S1: “boutiques have more product knowledge. I work in retail and don’t really know much about what I’m selling.”

P3: “I like that each store has something inimitable that makes it unique, but I agree that they didn’t adapt to modern times.”

S2: It’s a more familiar environment and I feel more involved in the community with the purchasing process.”

P2: “I like that independent stores attract diverse crowds and that they give something back to the community.”

The researcher designed this question in order to examine the responsiveness of

candidates towards the positive impacts that local stores can generate. Table 5 displays

some of the comments shared, suggesting that a high percentage of candidates was aware

of such positive impacts. A common belief amongst participants of both groups is that

independent retailers are the most suited structure to provide a unique shopping experience

due to their unique and diverse nature, supporting Baron’s et al (1999) hypothesis.

S1 and S5 mentioned the importance of the relationship between the shopkeeper and the

customer, revealing how it is becoming an increasingly rare occurrence in today’s retailing

scene. Similarly, Piercy (1999) believes that personal relationships have always been the

only and inimitable advantage of independent shops over large chains.

Various respondents from both groups mentioned the association between being part of a

community and purchasing from local stores. One of the candidates stated: “Where I live,

most independent stores are closing down and are being replaced by large chains which

aren’t offering anything to the area”. This statement reminds Blythman’s (2004) concept that

local stores are vital for the progress and development of communities, as opposed to large

chains.

P1, however, believes that the main reason for the decline of independent stores is the

unsatisfactory level of service offered, compared to its larger competitors. The candidate

Table 5. Benefits of local stores

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stated: “The quality of our independent stores is often very poor as they don’t updated their

stores, they don’t update their merchandise, they don’t offer a good level of customer

service…

I think that British consumers lost faith in their independent retail sector as they don’t think

they’ll deliver the same level of quality as the big stores.” This criticism reinforces Peston

and Ennew’s (1998) argument, as they claimed that the main reason for the decline of

independents has to be attributed to their low capacity of adapting to modern trends and

maintaining an adequate level of services.

This section gave the researcher a positive understanding regarding the responsiveness of

the candidates towards the positive impacts of independent stores. Most candidates believe

that this business structure has intangible characteristics such as higher product knowledge

and a familiar environment, however, they are also aware that the service offered is often

deficient compared to larger competitors.

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5.5 Frequency of Purchases from Local Retailers

“How often do you shop from independent businesses?”

Student Group Professor Group

S3: “I do most of my shopping online and when I go to the high street I shop from large chains”

P1: “I get my meat and diaries products from my local butcher, which is also a friend.” “I definitely shop more from independent stores than large chains”

S1: “Depends on the product, but chains are cheaper so I choose them”

P2: “I will shop from local retailers if I have time, however if I’m running late I may just shop from a chain”

S2: “I mostly shop from large chains because of their convenience”

P3: “I do my weekly shop from independent supermarket and enjoy buying my clothes from small boutiques as well”

S4: “I always shop from chains apart from when I need to get my records. “

P4: “I love shopping in the northern quarter as it reminds me a bit of Greece. I shop from local stores whenever I can; however it’s really hard to find them in Manchester.”

S5: “For regular I’ll shop from the high street but If I need something that makes me stand out I’ll go to local stores”

The researcher asked this question in order to examine whether British consumers consider

independent retailers as a valid alternative to large chains in their daily shopping routines.

In section 5.4, most candidates acknowledged the advantages that local retailers could

bring to the market and the community itself; however, the responses to the above question

were substantially different between the two groups.

As displayed in table 6, none of the student interviewed declared shopping regularly from

independent stores. According to the candidates, this decision is due to several factors,

such as the lower prices offered by large chains and their convenient location in the high

street. S1, for example stated: “Price is the first thing that customers considers. I know that

owners of local stores are emotionally attached to their products and that it helps providing

a better shopping experience, but at the end of the day as long as the price is cheap the

consumer will buy.” This statement helps clarifying Bruhn’s et al (1992) assumption, which

claims that price and convenience are the most influential elements for modern consumers.

Contrarily, the group composed by professors had completely different shopping routines

and views regarding the roles of local stores. All of the four interviewees preferred shopping

Table 6. Consumer’s attitude towards local stores

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from independent stores rather than large chains. This suggests that age and culture could

be key variables in the decision making process.

An alternative view regarding the unpopularity of local store amongst younger people was

given by P1: “Retailing in the UK is not a way of social interaction but rather a taught and

artificial process. We have a problem of socialising young people into the idea of a more

diverse retail sector.” This comment suggested the researcher that the decline of

independent stores and subsequent advent of large chains could be examined from a

cultural, rather than economical perspective. Giddens (1990) reinforces this hypothesis, as

he argues that the lack of social interaction between the shopkeeper and its customers is

commonly accepted in UK’s modern society and it is a phenomena expected to grow with

the future generations.

S5 strengthened Giddens (1990) hypothesis with an emblematic comment: “When I shop

in the high street I feel like I’m in a hostile environment, I am bombarded with signs and

offers and the only thing I want is to put my headphones on, do my shopping, and get out

of it as soon as possible.”

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5.6 Willingness to Change Shopping Habits

“Are you willing to change your shopping habits in order to strengthen the position of

independent retailers?”

Student Group Professor Group

S4: “Yes, but when I’m older. Right now I live on my own and I will continue grabbing my dinner from Tesco on my way home”

P3: “I am trying to support local stores more but I don’t always succeed. When you are running late, shopping from chains is just easier and quicker.”

S5: “To what extent do you support local shops? The aim of every business is to expand, so if you support those little boutiques and they become more successful they will turn into chains as well”

P2: “I do most of my food shopping at 10pm. I wouldn’t be able to do it from a local store.” “It’s just so much easier shopping from these large chains as they’re open till late.”

S2: “I won’t change my habits because convenience in this society is too important. It’s how the world works.”

P1: “I had to adjust my day in order to shop from local stores. However I realise that if I had to work late at night I wouldn’t have any option, really.”

S1: “I don’t particularly feel the need to change my shopping habits as I’m happy with how they are to be honest.”

P4: “It depends a lot on your income, as price and time are important variables. Shopping from supermarkets its so easy but I am willing to try changing some of my shopping habits.”

The researcher designed this question in order to understand whether British consumers

are willing to trade convenience and accessibility that large chains provide, for a different

shopping experience. The responses received highlighted two main themes, which were

explored in the literature review.

Within the group of students, the shared feeling was that accessibility and low prices were

fundamental aspects, which would not be exchanged for a more diverse retailing structure.

This supports Wrigley’s (2014) view that consumers in today’s society prefer shopping from

large chains due to their low prices and extensive promotions.

Several participants also claimed that the need of shifting their shopping habits was

avoidable due to the collective satisfaction with the current market structure.

Student 5, however, claimed that every independent shop would eventually expand into

large corporations in case of growing success. This comment could reveal a growing trend

amongst younger consumers in regards to an established corporate mind-set, which doesn’t

accept different retailing structures. Professor 3 seemed giving an explanation to this

hypothesis: “Our kids are growing up in a high street where they only see large chains.

Table 7. Consumer inclination to change shopping routines

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Most of them probably never went to an independent store in their life, and they are

bombarded with messages from all these massive stores. It will be natural for them to be

comfortable in that environment”.

This statement helps understanding Miller’s (2001) theory, as he claims that consumers

have flexible preferences and routines, which can be adapted to any retailing structure, with

time.

Contrarily, amongst the group of professors the shared thought regarded the importance of

accessibility. Most candidates argued that despite their desire to support local stores, they

often have to choose convenience over their morals. This choice was mainly a consequence

to long working hours or personal shopping routines. Werner (2010) explored the theme of

the deregulation of shopping hours, arguing that it could represents the cause of the decline

of local stores. In fact, large chains often operate 24h a day, for a total of 168 hours a week.

Clearly, independents cannot match these numbers due to limited economic and human

resources and as a result access costs and accessibility are affected.

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5.7 Considering a Different Retailing Structure

“What are your feelings in regards to a hypothetical high street such as the Italian

one?”

Student Group Professor Group

S2: “I am not sure; I think people enjoyed it 60 years ago. I wouldn’t enjoy the lack of convenience.”

P1: “You would find such traditional shops in historic centres but it would almost be used for touristic offers rather than for everyday shops.”

S4: “Everything seems more expensive and price is too important. I don’t think this structure would work in the UK.”

P3: “I love shopping from these shops when I go to Italy but thinking about it, I would feel lost if this structure was in the UK.”

S1: “I think that the shopping experience in chains is better.”

P4: “I come from a Greece, so I’d love the UK to switch to this structure! Although I am not sure it would work down here.”

S5: “What makes it special is that it isn’t everywhere and evokes a nostalgic feeling. It would be strange to have independents everywhere like in Italy.”

P2: “I would feel quite intimidated as I wouldn’t know what they sell or how much it costs. We are accustomed to understand whether a shop is cheap or expensive by outside look of it. It’s a functional communication.”

Before asking this question, the researcher showed his candidates a few photos displaying

traditional retailing shops in Italy (Appendix 2). The researcher used visual pictures as an

example in order to demonstrate that such traditional structure can prevail in a metropolis,

such as Milan. The researcher designed this question in order to understand whether British

consumers are satisfied with their current high street structure or if they would rather have

a more old-fashioned one such as the Italian one.

The responses from both groups were unexpectedly similar, as most candidates claimed

that they would not trade accessibility and convenience for uniqueness. The only exception

was made by an international interviewee who stated that a high street with more ‘diversity’

and ‘personality’ would be appreciated. This assumption could be associated to

McCracken’s (1989) belief that consumer preferences are directly shaped by the culture of

a Country and customs of a person.

Most respondents claimed to feel intimidated by such a different retailing scene, where

personal relationships and different consumer behaviours are considered a routine.

Student 4 argued: “The British high street is perfect for those who have fast-paced lives and

it definitely fits the British society. I like that I just have my freedom to decide what I want to

purchase without talking to anyone. I don’t have time.”

Table 8. Different high street structure

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5.8 Conclusions of Findings

Overall, the researcher’s findings differed significantly when comparing the thoughts of the

candidates from the two focus groups. In regards to the advantages of the current high

street, most interviewees agreed that the wide range of choices, cheap prices and

accessibility of stores are the most enjoyable aspects. The main differences occurred when

the participants were asked a question regarding the frequency of their purchases from

independent stores. Amongst the students, none of the interviewees shopped regularly from

a local shop with just a few doing it occasionally. Amongst the professors, on the opposite,

purchases from independent retailers seemed to be a lot more frequent, highlighting how

different social classes and cultures could be considered as a key variable. Candidates from

both groups didn’t seem particularly inclined to change their shopping habits, when asked

if they would trade convenience to save local stores. This response reinforces Wrigley’s

(2014) hypothesis that in modern societies, consumers value low prices and availability

more than uniqueness.

When asked if they would enjoy a different retailing scene such as the Italy one,

respondents from both groups seemed to agree that they would feel intimidated and

uncomfortable, as it wouldn’t be a true representation of the British culture. Additionally,

most respondents belonging to the student’s focus group claimed that they appreciate the

current retailing structure with a prevalence of chains and few little stores.

The results could demonstrate to the researcher that socio-demographic variables play a

key part in determining consumer satisfaction, with different segments of the same

population valuing dissimilar elements of UK’s high street, and seeking for diverse social

approaches.

Results also demonstrated that consumers are generally satisfied with the current high

street structure, as when they were asked if they would like to change with a more traditional

one, they collectively declined, regardless of their group.

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6.0 Conclusion°

6.1 Objectives

6.1.1 Objective 1 Evaluate the satisfaction British consumers have in respect to their

shopping experience.

Due to the subjective nature of this objective, the challenge was to evaluate the

level of satisfaction of British consumer in respect to their high street.

The contextual research and the literature review defined an area of need that the

researcher explored through focus groups. The researcher designed specific

questions in order to examine the responses and evaluate whether the current

shopping experience satisfies the candidates.

The findings demonstrated that candidates from both group are satisfied with their

current high street structure, appreciating different aspects of it. The students

valued cheap prices as their favourite characteristic, as well as the convenient

location of their favourite stores.

The professors, on the opposite, valued the wide range of options as an important

characteristic as well as the division of the high street into small quarters.

According to them, this segmentation enables consumers to choose between wide

ranges of options.

When asked if they would rather adapt to a different high street, the majority of the

candidates seemed preferring the current due to a founded familiarity as well as

the belief that the current structure fits the culture of British consumers. According

to the researcher the rejection to a hypothetical transformation could demonstrates

that the overall level of satisfaction amongst consumers is relatively high.

6.1.2 Objective 2

Examine the influences behind the shopping habits of British consumers.

This objective was accomplished mostly using existing literature. Several authors

such as Giddens (1990) and Baron et al (1999) focused their studies on the

influences that large corporations implement in order to attract consumers and alter

their shopping habits.

Themes such as the longer opening hours and the weight of modernisation in

shaping the habits of British consumer have been discussed in the focus groups.

39 | P a g e

By contrasting the views of both groups the researcher was able to identify

interesting patterns such as the inclination to avoid personal relationships with the

shop keeper and the tendency to associate the high street to a hostile environment,

where consumers go to satisfy their needs but not theirs desires. Some participants

from the professors group argued that the habits of younger consumers are a direct

result of the current retailing structure, which is not inclined to accept diversity. As

a result, consumers don’t feel comfortable when shopping in different scenes.

6.1.3 Objective 3 Evaluate the positive impacts that independent business may bring to the

high street shopping experience.

The third objective was firstly explored in the literature review, commencing with

an analysis of the causes of such a rapid decline and successively by determining

which advantages local stores could bring to the entire retailing scene.

The key themes explored in the literature review were then discussed throughout

the focus groups, with them aim to evaluate whether candidates were responsive

to the impacts of independent businesses. The responses gathered demonstrated

that a large majority of interviewees was aware of the unique advantages of local

stores such as diversification of offers, tailored services, superior knowledge about

products and the re-investment of profits into the community.

One of the candidates, however, claimed that regardless of the advantages that

local stores bring to the market, the reason for their decline could be correlated to

an inappropriate level of customer service and the incapacity to adapt products

and business models to modern times.

6.2 Recommendations The research has identified that British consumers are satisfied with the current market

structure, and would not want to trade it for a different one. The data gathered from the

researcher, highlighted that the candidates belonging to the professor’s group would prefer

having more local stores in their high street, offering to change their shopping habits in order

to support them. Contrarily, the group composed by students emphasised their satisfaction

with the current high street structure composed mainly by powerful retailers. As opposed to

the second group, the students didn’t seem stimulated by a mixed retail structure composed

by both independents and chains, as shopping is not seen as a social practice but rather

as a conventional routine.

40 | P a g e

Based on these conclusions, the researcher believes that further research can be

undertaken.

The researcher created two different groups to generate its results based on age and

occupation; further studies may attempt to divide the samples into more targeted

groups taking into account important characteristics such as sex, income or location.

This process would also add validity and reliability to the study;

The researcher didn’t explore in depth variables such as online sales, which

contributed immensely to the success of large chains. Further studies may consider

exploring the importance of the internet defining its importance in the decision making

process;

Further study should explore in more depth the selling techniques that independent

retailers need to adopt, in order to represent a valid competition to powerful chains

and gain popularity among younger consumers.

Lastly, the researcher recommends exploring the development of consumer’s

preferences on a rolling basis, as social market places and high street scenes are

changing incessantly.

6.3 Critical Reflection Based on the recommendation in section 6.2, the researcher identified some areas that

could be strengthened. The validity and credibility of the approach was strong due to the

segmentation of candidates and consequent prevention of potential issues such as

participant error and bias. Focus groups, however, are often classified as an approach with

little external validity and therefore the researcher could have used a quantitative approach,

such as a survey, to add further reliability to the findings.

Four members, as opposed to the six required ones took part to the professor’s focus group

due to unavailability. The small sample size could potentially result in a criticism of the study.

Due to the subjective nature of the research and the narrative kind of data gathered, it is

hard to generalise a result due to the circumstances of the approach. However, the patterns

amongst candidates and the comparison between the different groups gave validity to the

findings.

The researcher, as suggested in section 6.2, could have explored the role of the Internet as

a key theme associated to consumer behaviour, although this was not directly related to the

aim of the project, which looked at examining the feelings of consumers towards their high

street.

41 | P a g e

Lastly, the researcher believes that due to the subjective nature of the data collected,

several interviews with different candidates need to be organised on a regular basis, in

order to monitor results and discover potential variations in patterns.

World Count: 10,139

42 | P a g e

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Appendices

Appendix 1

Focus Group 1

Index:

Attendees: 7 students (S1, S2, S3, S4, S5, S6, S7)

Moderator: M

M: Ok, we’ll try making it quick. First of all thank you all for coming and thanks for your time. I am

Emanuele, for those who don’t know me, and I’m doing my dissertation on the competition between

high street chains and independent retailers. I am from Italy, I am not from here and the first thing I

noticed about UK’s high street is the amount of chains, which are everywhere! Barbers, restaurants,

clothes, flowers whereas in Italy the market structure is very different as independent stores have a

lot more power and there’s a lot more of them. Now, my research is looking to explore the feelings

and beliefs of British consumers when they shop in their high streets. What I want from this focus

group, is to understand what you think, there’s no right or wrong as whatever you say It is going to

be right. I’d like to ask you an initial question, taking as an example Manchester’s high street as it’s

the one you all know. What is the aspect you enjoy the most about it?

S1: It’s convenient; all the stores are close together. My favourite brands are all close to each other

as well. So yeah, it’s mainly convenience.

S2: Yeah I agree, and variety as well. As in there’s loads of different shops and as he said, whatever

you need is the convenience of it, and there’s so much choice of products!

S3: Mostly if you don’t know what you want to get, you’re just in the middle of all these shops and

you can just look around.

(Silence)

M: Ok that’s absolutely great, now I’m going to show you a video, which basically gives an idea of

why I selected this particular study.

(Video Playing)

M: Ok, so why I started doing this (pause) as a topic for my dissertation, is because this summer I

went to Harrogate with my girlfriend and it was such a lovely traditional little town and then I

remember going into the small high street and saw chains such as Next, Top Man and Top shop

replicating exactly Manchester’s centre! Where I come from, for example, it’s so different. Milan is

known for its leather products.

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S4: Oh yeah, the gallerias!

M: Exactly! But you’ll find them only in Milan and Florence for example it’s known for this special

focaccia they make which you’ll be able to find only there. Growing up in such a different place to me

it’s crazy that consumers can be happy with such market structure. But I don’t want to your thoughts

as this is only my view. My next question is:

In your opinion, what are the advantages of having more independent stores in the market?

S4: More tailored, personal service by individual stores, whereas I don’t think in larger shops you get

that sort of feeling. You go to Oipoloi, and the shopkeeper will come around asking you to try this

and that. And if I ask if they have something different the owner will come with five different items.

(Pause)

In john Louis in London maybe you get that a little bit but I wouldn’t say you’d get the same in any

place up here apart from up-market places, such as Selfridges maybe. But yeah, otherwise in big

stores you do lose the consumer experience and that’s the benefit of individual shops over chains, if

it makes sense.

P5: In response to that, I think that the fact that the more corporate shops are starting to adopt this

personal touch because they realise that it’s what people want really.

M: It’s so true! The other day I was having a coffee in Starbucks and noticed that there was a little

sign saying “ask for a coffee exactly how you like, you are like at home” or something similar, and I

was wondering whether people can actually believe that sign is real?

S4: Absolutely, as we were saying there is this personal element and large stores are starting to do

that, however I don’t think it can be economically viable to do that, cause if you have high football in

certain towns you are not going to be able to provide this personal service to each customer, which

boutique would just because of its characteristic, and that’s where big business falls.

S1: Plus, a boutique will have more product knowledge. I work in retail and I don’t really know what

product are going to arrive next week so I can’t tell my customers to come back because I will have

these products for them, I can’t provide this personal touch. In a boutique stores, there’s also an

emotional attachment which is incredibly important as well. But yeah, I think that knowledge is the

main thing, employees in a retail store don’t have the knowledge about the business to develop an

emotional attachment to the customer (general consensus).

M: Can I ask you something out of my personal interest?

S1: Sure!

M: Considering you work in retail, is consumer satisfaction important to you?

S1: It’s very important! When I talk to a customer, I try to convey a familiar and message so that you

can build a relationship and get them to come back again as you have to hit targets. I care about

47 | P a g e

consumer satisfaction because I’m under pressure, but in a boutique there is less pressure as it is

your business.

M: But do you think you’re nice to consumer because of your personality or because you’re trained

or maybe you have a script to follow?

S1: Yeah absolutely, they train you but personality of individuals plays a big role. But of course, they

push you to develop a relationship with clients as that’s what makes them come back (laughs).

S3: For me one of the advantages of independent versus big stores is from a supply sense. Obviously

when you go to all these big retailers they all have the same style of plains hoodies or tops whereas

when you go to independent they’ll have a complete different range of styles.

S6: It is very true as you can be unique.

S7: Yeah! However, big chains are targeting mass markets so they have to sell things that everyone

would like, whereas individual stores will sell more niche products.

S3: Yeah so personally, my preference will be shopping in the Norhtern Quarter rather than at the

Arndale, as I can find products that no one else will have.

S2: Yeah however I think that big stores all sell the same products as people in today’s society have

fast-paced lives and know exactly what they want, so they’ll walk into a store and know already that

they want this, that, and the other thing so it’s easier.

S3: Yeah it’s true, however I also think that there is a big lack identity. I don’t really see the point in

having that many stores if they all sell the same range of products (laughs).

S1: You also have to think about the price though. It’s cheaper to sell products targeting mass

markets even though they are the same. I guess it’s more expensive shopping in Milan?

M: You see that’s the thing, it depends!

S1: Exactly so the main point for me is price and you have to think about it. As ac consumer, I don’t

think people think about emotional attachments or experience. As long as the price is cheap than

consumers will buy.

That’s why small boutiques are closing I think, their prices are too high and can’t stand against the

big competitors. Price is a big element.

P4: I agree, and if they can’t find their product in the high street where are they going to go? They

will go online and the product will be delivered to their door.

(General consensus)

S6: This jacket I have I got it from Amazon for 100pounds but if I got it from a small independent

retailer it would have been 300pounds.

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S7: In regards to customer experience I think it’s more of a cultural thing. I have never been to Italy,

but when I’ve been to France and Spain I noticed that they value consumer satisfaction more and I

think that they’re not driven by profit as much.

S2: Yeah it’s more of a family environment as well.

S4: I think it used to be the same in the UK as well, though. In mayfair it was the same but it got

eroded by the free market view point of England in the last 60 years. We used to have the butcher

down the road and you used to go there despite Sainsbury’s was 10min down the road. Going to my

butcher I guess id get a better cut of bacon and you can get exactly what you want. In Sainsbury’s

they don’t know you and if you want something special you’d have to tell them every time.

S1: It’s probably something to do with quality as well. If I get a haircut I will go to my local barber

which knows the shape of my head and how I like my hair to be.

S2: I think it has more to do with the nature of the product as well.

M: Amazing! This leads me to the next question, which is sort of more personal. How often do you

shop from independent stores?

S3: I do most of my shopping online to be fair, but yeah, the few times I go outside to buy products I

mostly go to big chains.

S1: Depends on the product. But personally the only time I go to an independent retailer it’s when I

need a haircut. Chains are cheaper, so I choose them. (Laughs)

S2: Yeah same, I mostly shop from large chains.

S3: Food wise though, I only shop from chains.

S4: Yeah same, I always get my food from chains. However, I have a passion for vinyls and will get

them from and independent store. Clothing wise, I mostly buy from chains but really enjoy these

products that I get from independents.

M: Ok, so from what I understand all of you prefer buying from large chains, apart from maybe

extremely personal such as haircuts or vinyl?

S5: Yes of course. For my regular shopping I will go to chains in the high street, bur for more personal

items such as vinyl or if I have to buy a present I will look at independent shops. It’s great for products

that are going to make you stand out because of their uniqueness.

M: Absolutely. From what I gather, shopping from local stores is quite an uncommon event. Can you

attempt to explain me your feelings, if different, when you shop from them?

S2: It’s just more personal and friendly. For example where I live there’s a butcher I know and he

suggests me what to buy as he knows my tastes and preferences. There’s more of a personal

element rather than checking out at the counter and come back the day after. I feel more involved.

49 | P a g e

M: Absolutely. So now that you can understand the advantages that independent stores bring to the

market structure, would you be willing to change your shopping habits to strengthen their

position?

S4: Yes. I would definitely do anything in my power to shop from local stores rather than large chains.

Say for food for example, it actually works out to be cheaper if you buy from local stores as you get

the exact amount of food you need for a cheaper price. But right now I live on my own and I will just

grab my dinner from Tesco because I can’t really be bothered to cook and it’s easier. What’s the

point in getting nice amazing food if you can’t share it with anyone? (Laughs) But in London I know

the independent shops around me so I can plan my shopping out on my way to work and it’s definitely

something I would do.

S5: I think that it depends. It’s all about convenience. So If I don’t have time, I’d never want to change

the convenience of large chains provide. On the other side for personal reason, and if I have more

time, I may consider trading low prices and convenience for more exclusive products. But then to

what extent are you going to support this little shops? Let me explain you, I think that the aim of every

business is to expand, because if you run a shop you need to have a revenue. To what extent those

little boutiques will then become big chains? And when they expand whether they can maintain what

you loved about the small boutique.

(General consensus)

S4: Yeah! A good example is size. When I was younger if I wanted to get my exclusive trainers I’d

go to size in Carnabis street in London. Now they became more successful and everyone goes to

Size as they expanded across the whole country!

S5: Yeah if you had Size trainers, you’d have the boss shoes! Now every store has the same shoes,

in every single city, with the same size and it just lost its feel.

S3: It’s probably a natural progression and a corporate mind-set. The more successful you become

the more you want to expand.

S1: Probably all the big high street chains started as boutiques!

S4: I think some stores become successful and just want to drive their revenue so they’ll expand,

however others think that their nature is to be a local store and it’s all about customer service and

class products and those are the two mind-sets. Either you keep it, either you delude it.

S2: It’s all about money at the end. I don’t think I’d change my habits because convenience in today’s

society is too important. As much as people say that they’d love to go to local groceries I’m still

convinced they’ll go to Tesco on their way back from home. It’s how the world works.

S5: I think it’d be interesting to look at Italy and understand whether local stores maintained their

identity or wanted to expand in the UK.

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M: From what I know, most of the independent business in Italy are family ran business. So the

grandfather, will pass it to the son and so on, it’s a cycle. I don’t think there is the mind set to expand

as much, as I don’t see successful local stores across the city but I definitely believe they’ll strengthen

their position in either ways. For example, they may become more expensive due to their success.

I was surprised about what P3 said previously, that if you become succeful you’ll definitely expand

at some point. I’ve been in the UK for four years now and I can definitely understand why you think

so, but I personally can’t as I come from a different reality.

M: Ok, so the last question is about your feelings. I will show you some images about the high street

in Milan and as you can see there’s some examples of different local stores. There’s a barber, flower

shop, grocerie and so on. Now imagine this sort of high street in the UK, would you trade it for

the current market structure?

S2: I am not sure. I think people used to enjoy it 60 years ago but if we went back to such structure

it would maybe going back a little bit? I would like more choice but I don’t think I’d enjoy the lack of

convenience.

S4: Yeah I don’t think you’d get this structure in the UK. Price is too important. I am not sure this

structure would work in the UK.

S3: Yeah in Coventry is the same. You get out from the train station and you have a street with plenty

of independent stores but then in the rest of the city there are chains everywhere. I quite like it that

way to be honest.

S1: I think that the shopping experience in chains Is better.

S5: I find that what makes local really special is that they’re not everywhere. It kind of evokes a

nostalgic feeling which is great. I often go to this new place that sells salt beef sandwiches and they

call me with my first name, they know me and the reason I go there is because of its romantic feeling.

But If It was everywhere so maybe it wouldn’t feel so special. I don’t think I’d like it to be everywhere

like in Italy.

S6: In UK’s high street it’s a bombardment of signs! Everyone wants to get you in their shops whereas

the images give a sense that everything is more chilled in Italy. In the UK the high street is maybe

(pause) a lot more hostile!

S3: It’s so true, and it definitely fits the British society.

S6: And I don’t know if it’s just me but I sort of zoom out when I’m in the high street. I put my

headphones on and don’t particularly want to speak with anyone.

S4: I’m the same! So many time people stop you asking if you have two mines for this and that and

you just say no (laughs). People don’t have time for this! I go shopping and know exactly what I want.

If people ask me can I help you Sir? I’m just no go away! I just want to buy my products and go away!

51 | P a g e

S7: It’s true. Whenever I go into the high street I know where I am going and want to go out as soon

as possible pretty much.

M: That’s fantastic. But tell me if I’m wrong but to me that doesn’t really sound like a shopping

experience. Sounds like it’s all about convenience?

S4: Yes absolutely!

S5: When I shop from independents I feel like someone’s inviting me in their house and it’s a

completely different experience, but I wouldn’t want it to be everywhere. I love to go into a shop and

be left alone, just walk by myself and have a look at things.

M: Who knows, maybe Italy will become like the UK eventually.

S3: Naa don’t think so, it’s all about mentality. Italy, like France or Spain have a sense of family and

uniqueness that will never fully go away.

P4: I agree.

M: Ok! Thanks so much for your time everyone, I truly appreciate your help and the content was

absolutely fantastic!

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7.2 Appendix 2 Examples of independent retailers in Milan, Italy.