QUESTION $4(20$ Marks$)$

$4\mathrm{.}1$ Market research plays a crucial role in understanding and catering to customer needs. Outline the essential steps that Shoprite's market researchers should follow when gathering information about potential customers.

$4\mathrm{.}2$ In conducting market research, ethical considerations are paramount. Explain the ethical concerns that Shoprite should keep in mind during its research activities.

$(12$ Marks$)$

$(8$ Marks$)$

QUESTION $5(20$ Marks$)$

$5\mathrm{.}1$ Considering the various dimensions of the products available at Shoprite retail stores, discuss FIVE $(5)$ characteristics of actual products.

$5\mathrm{.}2$ Customers seek satisfaction through the benefits they expect from a product. Identify and elaborate these benefits.