Study on the quality of CAP-markets

In a CAP-market at least 40% of employees have a disability. In this way, they should be integrated on offer in the world of work. Students of the Reinhold Würth University of Heilbronn University in Künzelsau examined under the direction of Dr. Brigitte Schober dirt and Dr. Christoph Tiebel acceptance and customer satisfaction in the CAP markets in Heilbronn.

As part of the Human Resource Management lecture, seven students of the Business Administration and Culture, Leisure and Sports Management (BK) course examined customer satisfaction in the CAP stores in the Heilbronn area. These are supermarkets with a full range of products that, in addition to standard items and a large selection of organic products, also carry the cheap GUT & Favorable range. In the Heilbronn district, the markets are sponsored by the construction guild.

During the survey and in discussions with the construction guild, the following questions emerged: "Are CAP markets more expensive than other grocery stores?" or "Are customers getting everything they need?" and "Is there a lack of service because the shops are too small?" "On this basis, we created questionnaires with which we asked customers about their satisfaction in the stores," explains BK student Constanze Schwab.

The surveys were conducted at the CAP stores in Abstatt, Amorbach, Gemmingen and Neckarwestheim. Customers in the market as well as potential customers on the street were addressed. The price-performance ratio, the cleanliness in the store, the selection of the products and the parking situation were surveyed. Based on these questionnaires, a price comparison was drawn up and a marketing concept was developed in order to analyze and strengthen the market situation.

"I was surprised that so few people know the concept of the CAP market," sums up student Dorothée Frei. "It was remarkable that there is almost a family atmosphere in the markets. Almost every customer was greeted by name". The service is in the foreground. Greeting every customer personally is just as much a standard in the CAP market as is the guarantee of consistently low prices. In every place where such a shop is located, there is broad support from the population. Older people in particular are happy that they can shop for everyday necessities on foot. Despite these advantages, these grocery stores have a hard time competing with discount stores.

Source: Heilbronn [ HS ]