Investigating the decline in FMCG sales from family segments in a major UK supermarket chain

Rachel Ruff

Ruff, R. and Atkinson, D. (2018) Investigating the decline in FMCG sales from family segments in a major UK supermarket chain.

The European Institute of Retailing and Services Studies’ Recent Advances in Retailing and Services Science July 16-19, 2018 Madeira

This undergraduate level paper, written by Rachel Ruff and her tutor David Atkinson, was accepted by an academic journal and presented in Madeira.

Abstract

This study aimed to investigate the reasons why a ‘big four’ UK supermarket chain experiences a deeper decline in FMCG sales from customers who start families. In comparison to two major UK competitors, both also ‘big four’ UK supermarkets, analysis of sales data suggested the case supermarket chain experienced a drop in sales of up to 13%, once consumers started a family. Furthermore, a third of parents in a relationship with the case supermarket, stated they had switched (Faull, 2014). This research explores the relationship families have with the case supermarket, including key themes such as customer experience, journey, price and brand perceptions. All of which are thought to positively influence customers sustained engagement with a given supplier (Gilmore and Pine, 1999; Salesforce, 2016; Laurenco et al., 2015).