Hi.. I had conducted a web based freelance survey on Multi-Brand consumer electronics retailers in UAE. Findings of the survey are quite interesting and can throw more light on comparative position of different multi-brand CE retailers. Cheers.

1. Comparative Retail
Store Analysis
Consumer Electronics
Hypermarkets

2. Objective
Understand consumers’ perception
1
Measure relative performance of key retailers
2
Use the survey data for benchmarking and
Improving retail store performance.
3

3. Methodology
Research Type – Web Based Survey
Research Tool – Questionnaire
Type of Questions – Descriptive & Closed
Ended
Type of Data – Quantitative
Unit of Analysis – Multi – Brand Consumer
Electronic Retailers

4. Sampling
Professional
Network
Personal
network
Referrals
Sampling Method – Convenience Sampling

5. Process
Web Based Email invitation
Questionnaire Was was sent to sample
prepared Population
Responses
Respondents
Captured & Saved
Took the survey
Online.
Email notification Data Analysed&
sent to
Presented
Respondents

6. Survey Statistics
Viewed 71
Started 57
Completed 52
Drop Outs 5
Completion
Rate
91.23%
Average Time: 4 min

7. Sample Profile
Gender
80%
75%
70%
60%
50%
40%
30%
25%
20%
10%
0%
Male Female

8. Age Group
66%
70%
60%
50%
40%
30%
23%
20%
9%
10%
2%
0%
< 25 years 25 - 35 years 35 - 50 years > 50
89% respondents belonged to the following age group.
25 - 35 years &
35 - 50 years

9. Residence in UAE
90%
78%
80%
70%
60%
50%
40%
30%
16%
20%
5%
10%
0%
Dubai Sharjah Ajman

10. Nationality
90%
79%
80%
70%
60%
50%
40%
30%
20%
7%
10% 5%
4%
0%
India Pakistan Philippines Sri Lanka

11. Most Preferred Consumer Electronics Brand
60%
55%
50%
40%
30%
20%
13% 13%
10% 7% 7%
4%
2%
0%
Sony Samsung LG Canon Panasonic JVC Other

12. How often do you purchase consumer
electronics
45%
42%
40%
35%
31%
30%
25%
20%
15%
15% 13%
10%
5%
0%
Once in 3 months Once in 6 months Once in a year Less often
73% respondents chose the following
Once in a year or
Less often.

13. Which is your most preferred consumer electronics retailer
50% 47%
45%
40%
35%
30%
25%
20%
18%
20%
15%
10%
10%
5% 2%
2%
0%
0%
85% respondents chose the following
Sharaf DG
Jumbo &
Plug-ins

14. Which retailer consistently provides the best values for your
money
50%
45%
45%
40%
35%
32%
30%
25%
20%
15% 13%
9%
10%
5% 2%
0% 0%
0%
Switch Sharaf DG E-Max plug-ins Jackeys Jumbo Hypermarkets
77% respondents chose the following
Sharaf DG
Hypermarkets

15. Which retailer is most likely to have what you want in stock
45%
40%
40%
35%
30%
25% 23%
21%
20%
15%
10% 8%
6%
5%
2%
0%
0%
Switch Sharaf DG E-Max plug-ins Jackeys Jumbo Hypermarkets
84% respondents chose the following
Sharaf DG
Jumbo
Hypermarkets

16. Which retailer has the best advertised sales and specials
60%
48%
50%
40%
30%
24%
20%
15%
10% 7% 7%
0% 0%
0%
Switch Sharaf DG E-Max plug-ins Jackeys Jumbo Hypermarkets
72% respondents chose the following
Sharaf DG
Jumbo

17. Which retailer maintains the best price for most
merchandise.
45%
42%
40%
40%
35%
30%
25%
20%
15% 13%
10%
4%
5%
2%
0% 0%
0%
Switch Sharaf DG E-Max plug-ins Jackeys Jumbo Hypermarkets
82% respondents chose the following
Sharaf DG
Hypermarkets

18. Which retailer has the lowest prices overall.
70%
58%
60%
50%
40%
33%
30%
20%
10% 7%
2%
0% 0% 0%
0%
Switch Sharaf DG E-Max plug-ins Jackeys Jumbo Hypermarkets
91% respondents chose the following
Sharaf DG
Hypermarkets

19. Which retailer provides the least value for your money
30%
28%
25%
22%
20% 20%
20%
15%
10%
4% 4%
5%
2%
0%
Switch Sharaf DG E-Max plug-ins Jackeys Jumbo Hypermarkets
90% respondents chose the following
Hypermarkets
Sharaf DG
Plug-ins & Jumbo.

20. Which retailer has the highest prices overall
35%
31%
30% 29%
25%
20%
17%
14%
15%
10%
7%
5%
2%
0%
0%
Switch Sharaf DG E-Max plug-ins Jackeys Jumbo Hypermarkets
60% respondents chose the following
Plug-ins
Jumbo

21. Which retailer has the best trained staff
50%
43%
45%
40%
35% 33%
30%
25%
20%
15%
10%
7% 7% 7%
5%
2% 2%
0%
Switch Sharaf DG E-Max plug-ins Jackeys Jumbo Hypermarkets
76% respondents chose the following
Sharaf DG
jumbo

22. Which retailer has the most convenient store layout for
shopping?
40%
36%
35%
30%
24%
25%
20% 18%
15%
10%
7% 7% 7%
5%
2%
0%
Switch Sharaf DG E-Max plug-ins Jackeys Jumbo Hypermarkets
60% respondents chose the following
Sharaf DG
Jumbo

23. Which retailer has the highest customer service level
45%
40%
40%
35%
30%
25%
25%
20%
17%
15%
10%
10%
6%
5%
2%
0%
0%
Switch Sharaf DG E-Max plug-ins Jackeys Jumbo Hypermarkets
65% respondents chose the following
Sharaf DG
Hypermarkets

24. Which retailer has the widest selection of multinational brands
50%
47%
45%
40%
35%
30%
25%
20%
20%
13% 13%
15%
10%
7%
5%
0% 0%
0%
Switch Sharaf DG E-Max plug-ins Jackeys Jumbo Hypermarkets
67% respondents chose the following
Sharaf DG
Hypermarkets

25. Which retailer you are most likely to recommend to family &
friends
60%
52%
50%
40%
30%
20%
20%
16%
10%
6%
4%
2%
0%
0%
Switch Sharaf DG E-Max plug-ins Jackeys Jumbo Hypermarkets
72% respondents chose the following
Sharaf DG
Hypermarkets

26. Summary
Sharaf DG enjoys major share of consumers’ mind and seems
to be winning consumers’ overall confidence.
Plug-ins seems to be loosing the first mover’s advantage it
used to enjoy.
Distributor – retailer multi-brand retail chain such as SWITCH
finding it difficult to make an impact on consumers’ mind.
Large format retailers such as E-Max and new entrants such
as EON and E-City face an uphill task in winning consumers’
mind – share and driving consumers to the retail stores.
Further qualitative research needs to be conducted in order
to understand the reason behind the survey’s finding and
accordingly create a long term strategic plan.

27. Thank You