Sears Marketing Research Case

3138 Words13 Pages
Executive Summary The purposes of this report are (1) to gather information on Sears Canada Inc. by conducting secondary and exploratory research and (2) to identify any problems and recommend potential practices to improve the current state of the company. Sears Holdings Corporation operates as a large retailer in the United States and Canada. Sears’s retail stores offer home appliances, electronics, lawn and garden equipment, home fashion products, apparel, footwear and accessories, and health and beauty products. Sears Canada Inc. headquarters is located in Toronto, Ontario attached to the Eaton Center. This location is the world’s largest Sears location. Exploratory research was conducted at the Eaton Center location in the Cosmetics and Beauty department located on the main floor. The research was done to identify and describe the problems that are affecting a decrease in revenue and lack of customer interest. After conducting secondary and exploratory research I was able to identify a few problems affecting Sears store locations and Sears’s image overall as a company. Sears’s locations are not up to date with their store image and design. Consumers perception when walking into a Sears location makes them feel as if its about to close down or that the previous day was a “Black Friday Sale”. Sears should focus on designing an atmosphere their target market will enjoy shopping in and do further research to understand which intangibles affect their purchase decision and motivate their trips to the store. Social media and review websites are accessible by almost everyone and do impact a consumers purchase decision and where and what they decide to purchase. Focusing on social media websites to increase positive comments and reviews are beneficial to the company and will lead to an increase in revenues. I have developed four research objectives to

More about Sears Marketing Research Case

Open Document