An Evaluation of a PwC Total Retail Report: “They say they want a revolution Total
Retail 2016”
ii
Executive Summary
This study seeks to find out what drives the changes in the current retail perceptions. There are
many factors influencing the retailers, of them eight insights are thought to be the main pillar
of the retail revolution. To properly identify these factors a comprehensive survey is conducted.
23.000 online shoppers from 5 continents and 25 territories participated to this survey. This
study contributes to new retailing concept.
The theoretical background of the study lies in the shifting retail perception and this change is
tried to be captured by the survey with around the world participants. Secondary research as
well as survey are lacking information and transparency to fully reproduce the theoretical base
for the conducted survey. It is not clear how and why the related countries are chosen.
As is mentioned, survey method is embraced to put forth the changing retail perception. To
reach this goal, survey with 23.000 participants has been conducted. However, survey method
is not known whether it is done by face to face or by email etc. It is obvious that PwC Report
do not consider the country specific situations, age, gender segmentation in the design of the
survey.
Results of the survey are delicately assessed and presented via various illustrations techniques.
Besides the interpretation of the study focuses on the segmentation. Due to the imbalances
between the population of the countries selected and the number of participants, validity of the
study is questionable.
TABLE OF CONTENTS
Executive Summary ………………………………………………………………….. ii
1. Introduction ………………………………………………………………………….. 1
2. Theoretical Background ……………………………………………………….. 1
2.1. Appropriateness of the Research Question …………………………………………………………… 1
2.2. Secondary Research ………………………………………………………………………………………….. 4
3. Research Methods …………………………………………………………………. 4
