Sample Management Essay Paper on Qualitative Research- Whole Foods Market

Qualitative Research- Whole Foods Market

Report of the Qualitative Research

Research Procedure

            The research was meant to show the response of the customers towards Whole Foods brand. Ten Customers aged between 18 and 30 years were interviewed on their loyalty to Whole Foods and their opinions on healthy living in relation to diet and exercise. The research was based on open-ended questions that included questions based on their perception about Whole Foods and healthy eating.

Results

            The majority of the interviewees claimed to buy foods from other stores such as Wal-Mart citing the high price of foods at Whole Foods as the reason for their actions.  About 70% of the interviewees reported to have shopped at Whole Foods, but 60% of the interviewees referred shopping at the stores due to high prices at Whole Food. Wal-Mart was the most preferred store. Five out of the ten interviewees saw the need for exercise but 80% of these did not put enough effort to have the exercise daily. The high price of foods at Whole Foods was the major reason the interviewees purchased foods from other stores. The interviewees associated healthy life with a balanced diet and exercise with 60% of them being female.

Conclusion

            Price is a major factor that consumers consider in their purchase decisions. The higher the prices, the more the likelihood of customers’ perceptions of a brand as expensive. Exercise is important in ensuring a healthy lifestyle, but the majority of people do not do it as often as they should. Wal-Mart is the major competitor of Whole Foods mainly due to its friendly prices.

 As much as healthy eating is important the prices of foods is essential in deciding the type of food to buy. It is thus important for food stores to consider charging reasonable prices for healthy foods so as to promote a healthy society.

Interview 9

  1. Have you ever shopped at Whole Foods? If no, do you buy organic/naturally grown foods?

Yes

  • Where do you buy a majority of your organic/naturally grown foods?

Whole Foods

  • What is your perception of the store when you shop at Whole Foods?

The store is convenient

  • What is your attitude towards Whole Foods’ prices?

The prices are relatively cheap as compared to other stores

  • How important is healthy eating to you?

Healthy eating is the right way to keep away from diseases and lead a good life

  • What is your attitude towards exercise?

Exercise helps in maintaining a healthy body

  • How would you explain your diet?

A balanced diet

  • What is your attitude on the importance of living a healthy lifestyle?

It is important to ensure a healthy lifestyle so as to lead a dignified life

Demographics

  1. Age ___26____
  2. Gender (circle one)        Male  
  3. Which of the following applies to your work life?  (circle one)      Full-time
  4. How many miles is the nearest Whole Foods to where you live? __10 miles

Interview 10

  1. Have you ever shopped at Whole Foods? If no, do you buy organic/naturally grown foods?

No

  • Where do you buy a majority of your organic/naturally grown foods?

       Cash Wise Foods

  • What is your perception of the store when you shop at Whole Foods?

I do not shop at Whole Foods

  • What is your attitude towards Whole Foods’ prices?

The prices are relatively high

  • How important is healthy eating to you?

Healthy eating ensures a happy life

  • What is your attitude towards exercise?

Exercise is one of the best ways to ensure a healthy body

  • How would you explain your diet?

I take a balanced diet comprised of fruits, vegetables and meat

  • What is your attitude on the importance of living a healthy lifestyle?

Healthy living is the main source of happiness

Demographics

  • Age __30_____
  • Gender (circle one)       Male
  • Which of the following applies to your work life?  (circle one)      Part-time      
  • How many miles is the nearest Whole Foods to where you live? N/A