After going through discussion, we have decided to choose Pasar Raya Ikhwan as our case selection. One of the reasons on why we choose Pasar Raya Ikhwan Kulim is the poor marketing strategy. We compared the marketing strategy of Pasar Raya Ikhwan with Chokolishes Hq and we found out that Chokolishes Hq are good in promoting their products, since they do online business. Other than that, compared to Big D Miri, Pasar Raya Ikhwan having difficulties in attracting customers. Even though both Big D Miri and Pasar Raya Ikhwan have poor marketing strategy, Big D Miri are well known in the area and they have lot of loyal customers because of they have been operating since 2012. Pasar Raya Ikhwan in Kulim on the other hand, are still having difficulties and still way behind the competitors around them. That is why we believe Pasar Raya Ikhwan is the best case to be consulted. Fortunately, our client is do agree to accept us as their consultant straight away because the owner himself said that they are glad our team offer them consultation because that is what they really need since operating.

Question 2

There were 8 respondents with 11% in the age of below 20 years old and 35 respondents with 50% within the age group of 20-29 years old. There were 5 respondents with 7% in the age of 40-49 years old and 13 respondents with 19% within the age group of 50 years and above

Question 3

There were 22 respondents with 31% in the household income below RM1500 and 12 respondents with 17% within the household income of RM1500-2500. There were 16 respondents with 23% in the household income of RM2500-5000 and 19 respondents with 27% within the household income of above RM5001. Lastly, only 1% has choose other option of the household income.

Question 7

For Question 7, the questionnaire will be in close-ended question using the Likert-scale 1-5 where 1=Strongly disagree 2=Disagree, 3=Neutral 4=Agree 5=Strongly agree. This section were answered by respondents who have been to Pasar Raya Ikhwan. Based on the question 4, 37 respondents were took part in this section

1) For the first one, most of the respondents which is 17 out of 37 agree that the Pasar Raya Ikhwan has variety of choices.

2) Based on the survey result, more than half respondents which is 59.5% of the respondents (22 respondents agree that the price for items in Pasar Raya Ikhwan reasonable

3) Majority of the respondents which is 27 respondents (73% of the respondents) agree that Pasar Raya Ikhwan has strategic location.

4) 40.5% of the respondents which is equivalent to 15 respondents not agree with the statement of Pasar Raya Ikhwan always do promotion while 14 respondents (37.8% of the respondents) were not sure

5) IAs for goods sold in Pasar Raya Ikhwan, 51.4% of the respondents which is 19 respondents agree that the Pasar Raya Ikwan sell high quality products while 16 respondents, 43.2% of the respondents were not sure with this statement

6) There are 16 respondents which is 43.2% of the respondents agree that the staffs of Pasar Raya Ikhwan are nice towards customers while 37.8% of the respondents (14 respondents) are not sure

7) Most of the respondents (19 respondents) agree that the Pasar Raya Ikhwan has nice internal design

8) 43.2 % of the respondents which is equal to 16 respondents not sure if Pasar Raya Ikhwan has value added for the customers

9) 14 of the respondents with 37.8% respondents not sure whether Pasar Raya will be their one-stop shopping center while 27% of the respondents were agreed with the statement

10) There are 54.1% of the respondents (20 respondents) agree that Pasar Raya Ikhwan is not crowded. None of the respondents disagree with this statement

11) In term of parking space, majority respondents strongly agree that Pasar Raya Ikhwan has lot pf parking space with 59.5% of the respondents responded.

12) 18 respondents which is 48.6% of respondents will suggest Pasar Raya Ikhwan to their friends and family while 12 respondents were not sure

Question 8

Based on previous questions respondents answering No, there are several reasons why residents in Kulim did not go to Pasaraya Ikhwan. with 31% and 12 respondents is location is too far away, 8% with 3 respondents is the price of goods is too expensive, with 44% and 17 respondents never heard of it and 18% and 7 respondents has a small selection of items.

Question 9

Based on the Question 8, there were 22% with 13 respondents usually buy groceries at Gaint-Superstore Kulim, 12% with 7 respondents buy groceries at TF Value-Mart Kuklim. 19% with 11 respondents buy groceries at other supermarket. Tesco is the highest respondents where most people go with 45% and 26 respondents.

Question 10

Based on the Question 9, there are several reasons why respondents went shopping groceries at other store than Pasaraya Ikhwan. The reasons are Strategic location with 21 respondents, More affordable price with 23 respondents, Better quality goods with 11 respondents, The employees are friendly and welcoming with 2 respondents, Comfortable and convenient environment with 17 respondents, and Has a spacious parking area with 14 respondents.