The document provides a summary of a mystery shopper research report conducted by Business Insight in 17 popular stores across 5 sectors in Baku, Azerbaijan. The research evaluated service levels across 8 criteria on a 5-point scale. On average, stores scored 3.41 out of 5 for the 6 criteria related to staff service levels. Perfumery stores had the highest average score of 3.95 out of 5. The report provides detailed ratings for each sector and makes comparisons across outside parameters, domestic parameters, staff appearance, staff behavior, and attitude toward customers.

1. APRIL 2016 | Business Insight
«MYSTERY SHOPPER»
RESEARCH REPORT
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Opinion and Marketing Research
Business Insight conducts all types marketing and social
research projects, social researches and promotion campaigns
on the basis of the professional and ethical standards
ofICC/ESOMAR Code of Marketing and Social Research
Practice and of the requirements ofISO 20252 international
standards.

2. 2
About the research
In recent years orders in research sector shows that, the companies, especially in service sector started to use
Mystery Shopping researches as a main tool.
We observe that, the service sector, as opposed to retail sector, stays a little bit beyond of Mystery Shopping
researches.
There has been a significant increase in trade sales culture, especially because that sellers face and
communicate with consumers every day.
Business Insight company conducted Mystery Shopping Research in 17 popular acting stores and in 5 different
sectors in order to evaluate the level of service in retail sector.
In order to see the full picture of the service in sales channels, the stores in the central part of Baku, Narimanov
part and Ahmadli zone has been involved in Mystery Shopping research.
Mystery Shoppers were directed to selected shops according to custom-made scenarios and evaluated the
quality of the service level.

3. Objective? Target Group? Sample?
Coverage? Time? Survey Method?
About the research
 Number of stores: 17
 The number of visits made in
each store: 3 visits
 Total number of visits: 51 visits
 The main research objective of
the project is to measure the
level of service of the retail trade
sector operating in Baku
 Functioning popular stores in 5
retail sectors were selected as
research unit
 Research was carried out in
various acting stores in the
following districts of Baku:
o Ahmadli zone
o Narimanov zone
o The central part of the city
APRIL 2016
 Mystery Shopping technique of
Quantitative Research Method
3
o Mobile phone stores
o Clothing stores
o Household appliances stores
o Perfumery stores
o Auto salons

4. 4
Evaluation
Mystery shoppers evaluated the following 8 criteria in
visited stores
1. The store‘s condition (outside parameters)
2. The store‘s condition (domestic parameters,
conditions created for the client)
3. The appearance of staff
4. The behavior of employees
5. Attitude towards customers
6. The ability to listen to customers
7. Conversational style with the customer
8. Sales skills
0 pointl
1 point
2 point
3 point
4 point
5 point
Absolutely
not
accepted
Very poor Poor Average Good Excellent
The evaluation was based on a 5-point scale

5. 5
Stores involved in research
Mobile phone
Stores
o Integral Plus
o World Telecom
o Kontakt Home
o Irshad
Electronics
Areas
o Ahmedli
o Narimanov
o Sabail
Clothing
Stores
o Romantic
o Cotton
o LCWaikiki
o Mango
Areas
o Narimanov
o Sabail
Perfume
Stores
o Sabina
o Ideal
o Golden Rose
Areas
o Ahmadli
o Narimanov
o Sabail
Auto salons
Stores
o Hyundai
o Nissan
o KİA
Areas
o 8-th. km
o Yasamal/Bada
mdar
o Darnagul/Salam
zadeh str.
Household
appliances
Stores
o Soliton
o Optimal
o Baku Electronics
Areas
o Ahmadli
o Micro-district
o Sabail

6. 6
Research results
The ideal evaluation score which could be collected according to
5 sectors and 17 stores based on 8 criteria is:
6350
score
4584
score
3,61 score
(72%)
The current score evaluated by Mystery Shoppers according to 5
sectors and 17 stores based on 8 criteria is:
Average evaluated score on a 5-point scale according to 5 sectors
and 17 stores taking into account each of 8 criteria is:
3,41 score
(68%)
Average evaluated score on a 5-point scale according to 5 sectors
and 17 stores taking into account only 6 criteria is: (Except the domestic
and outside parameters of the store):
Research results show that just the level of service that sales representatives give to
customers (the behavior of seller, attitude towards customer, the ability to listen to
customer, conversational style with the customer, sales skills and appearance of the
seller) on a 5-point scale is average 3.41 scores.

7. 7
As it can be seen from the table, taking into account 6 criteria just the service level, only the perfume sector was evaluated more than 3.50
scores (3.95 scores- 78.9%). The result shows that the score of level of service only in perfume stores corresponds to “satisfied” in the comparative
assessment and this is indicator of customer service satisfaction in perfume stores.
Rating of service level according to the sectors in which the research is
conducted
68,5
69
69,8
73,4
81,1
0 20 40 60 80 100
Auto salons
Clothing stores
Mobile phone
stores
Household
appliances shops
Perfum stores
Evaluation according to all 8
criteria
64,1
64,6
65,2
69
78,9
0 20 40 60 80 100
Auto salons
Clothing stores
Mobile phone stores
Household
appliances shops
Perfum stores
Evaluation according to 6 criteriaEvaluation criteria
1. The store‘s
outside
parameters
2. The store's
domestic condition
3. The appearance of
staff
4. The behavior of
employees
5. Attitude towards
customers
6. The ability to
listen to
customers
7. Conversational
style with the
customer
8. Sales skills
Evaluation criteria
1. The appearance of
staff
2. The behavior of
employees
3. Attitude towards
customers
4. The ability to
listen to
customers
5. Conversational
style with the
customer
6. Sales skills
4,05 bal
3,67 bal
3,49 bal
3,45 bal
3,42 bal
3,95 bal
3,45 bal
3,26 bal
3,23 bal
3,20 bal

8. 8
Rating of Level of Service According to Perfume stores
Evaluation criteria
1. The store‘s
external
parameters
2. The store's
domestic condition
3. The appearance of
staff
4. The behavior of
employees
5. Attitude towards
customers
6. The ability to
listen to
customers
7. Conversational
style with the
customer
8. Sales skills
Evaluation criteria
1. The appearance of
staff
2. The behavior of
employees
3. Attitude towards
customers
4. The ability to
listen to
customers
5. Conversational
style with the
customer
6. Sales skills
0 50 100
72,7
78,6
91,8
Evaluation according to
all 8 criteria
0 50 100
69,8
77,2
89,6
Evaluation according to 6
criteria
4,59 bal
3,93 bal
3,63 bal
4,48 bal
3,86 bal
3,49 bal
Average
score:
4,05
Average
score:
3,95

9. 0 50 100
63,4
71,8
71,9
Evaluation according to 6
criteria
0 50 100
68,5
74,5
77,4
Evaluation according to
all 8 criteria
9
Rating of Level of Service According to Household appliances Stores
Evaluation criteria
1. The store‘s
external
parameters
2. The store's
domestic condition
3. The appearance of
staff
4. The behavior of
employees
5. Attitude towards
customers
6. The ability to
listen to
customers
7. Conversational
style with the
customer
8. Sales skills
Evaluation criteria
1. The appearance of
staff
2. The behavior of
employees
3. Attitude towards
customers
4. The ability to
listen to
customers
5. Conversational
style with the
customer
6. Sales skills
4,59 bal
3,93 bal
3,63 bal
3,59 bal
3,59 bal
3,17 bal
Average
score:
3,67
Average
score:
3,45

10. 10
Rating of level of service according to Mobile phone stores
Evaluation criteria
1. The store‘s
external
parameters
2. The store's
domestic condition
3. The appearance of
staff
4. The behavior of
employees
5. Attitude towards
customers
6. The ability to
listen to
customers
7. Conversational
style with the
customer
8. Sales skills
Evaluation criteria
1. The appearance of
staff
2. The behavior of
employees
3. Attitude towards
customers
4. The ability to
listen to
customers
5. Conversational
style with the
customer
6. Sales skills
Average
score:
3,49
Average
score:
3,26
0 50 100
62,5
66
71,6
79,2
Evaluation according to all 8
criteria
3,96 bal
3,58 bal
3,30 bal
3,13 bal
0 50 100
60,3
63,3
65,1
72,1
Evaluation according to 6
criteria
3,60 bal
3,26 bal
3,16 bal
3,02 bal

11. 0 50 100
61,7
62,3
66
68,5
Evaluation according to 6
criteria
0 50 100
66,2
67,6
67,8
74,3
Evaluation according to all 8
criteria
11
Rating of Level of Service According to Clothing Stores
Evaluation criteria
1. The store‘s
external
parameters
2. The store's
domestic condition
3. The appearance of
staff
4. The behavior of
employees
5. Attitude towards
customers
6. The ability to
listen to
customers
7. Conversational
style with the
customer
8. Sales skills
Evaluation criteria
1. The appearance of
staff
2. The behavior of
employees
3. Attitude towards
customers
4. The ability to
listen to
customers
5. Conversational
style with the
customer
6. Sales skills
Average
score:
3,45
Average
score:
3,23
3,72 bal
3,39 bal
3,38 bal
3,31 bal
3,42 bal
3,30 bal
3,11 bal
3,09 bal

12. 0 50 100
54,1
64,6
73,6
Evaluation according to 6
criteria
0 50 100
59,6
71,2
74,8
Evaluation according to all 8
criteria
12
Rating of Level of Service According to Auto salons
Evaluation criteria
1. The store‘s
external
parameters
2. The store's
domestic condition
3. The appearance of
staff
4. The behavior of
employees
5. Attitude towards
customers
6. The ability to
listen to
customers
7. Conversational
style with the
customer
8. Sales skills
Evaluation criteria
1. The appearance of
staff
2. The behavior of
employees
3. Attitude towards
customers
4. The ability to
listen to
customers
5. Conversational
style with the
customer
6. Sales skills
3,74 bal
3,56 bal
2,98 bal
3,68 bal
3,23 bal
2,70 bal
Average
score:
3,42
Average
score:
3,20

13. 13
Perfumery Mobile phone
Household
appliances
Auto salon Clothing
Availability of the full name or logo on the store 5 5 5 5 5
Availability of the information about working hours
in the entrance
2,78 2,08 1,67 1,67 1,25
5 5 5 5 5
2,78
2,08
1,67 1,67
1,25
0
1
2
3
4
5
0 1 2 3 4 5
Clothing
Auto
salon
Househol
d
appliance
s
Mobile
phone
Perfumery
3,13
3,33
3,33
3,54
3,89
Comparison of Sectors According to Outside Parameters

14. Household
appliances
Perfumery Clothing Mobile phone Auto salon
The clienless of the inside floor and shop
windows, absence of external objects
4,78 4,96 4,67 4,75 4,89
Room lighting 5 4,93 5 5 4,48
The inside temperature of the store 4,89 4,93 4,83 4,92 4,74
Allprodcuts having price tags on them, prices on
tags coincide with the real price of the product
3,89 3,52 4,25 4 3,81
There were advertising and informative posters 5 4,33 3,63 3,25 3,78
4,78 4,96
4,67 4,75 4,895 4,93 5 5
4,48
4,89 4,93 4,83 4,92 4,74
3,89
3,52
4,25
4
3,81
5
4,33
3,63
3,25
3,78
0
1
2
3
4
5
14
Comparison of Sectors According to the Domestic Parameters
0 1 2 3 4 5
Auto salon
Mobile
phone
Clothing
Perfumery
Household
appliances
4,34
4,38
4,48
4,53
4,71

15. 15
Comparison of Sectors According to the Appearance of the Staff
Perfumery Mobile phone Clothing
Household
appliances
Auto salon
The availability of corporate uniform - clothes with
the name tag and logo
4,93 4,61 4,33 4,11 2,11
Availability of Identification cards (Badges) with
the names of employees
4,56 4,39 3,42 3,07 1,04
Male employees shuld have shaved faces 5 4,78 4,79 4,81 4,81
Females should have their manicure and makeup
in natural, neat and business style
4,85 5 4,83 5 5
There were additional and not suitable to working
conditions accessories and jewelry
4,93 4,89 5 4,85 4,93
4,93
4,61
4,33
4,11
2,11
4,56
4,39
3,42
3,07
1,04
5 4,78 4,79 4,81 4,81
4,85
5 4,83 5 54,93 4,89 5 4,85 4,93
0
1
2
3
4
5
0 1 2 3 4 5
Auto salon
Household
appliances
Clothing
Mobile
phone
Perfumery
3,36
4,36
4,48
4,69
4,83

16. 16
Comparison of Sectors According to the Behavior of the Staff
Perfumery Auto salon Mobile phone Household appliances Clothing
The administrator or sales representative near the door
welcomed and offered a help when entering the store
3,89 1,93 1,89 1,41 0,42
Not related to work any actions 3,89 04 3,47 4,26 3,54
Corporate interaction and behavior between
employees
5 5 4,31 04 3,54
3,89
1,93 1,89
1,41
0,42
3,89
04
3,47
4,26
3,54
5 5
4,31
04
3,54
0
1
2
3
4
5
0 1 2 3 4 5
Clothing
Household
appliances
Mobile phone
Auto salon
Perfumery
2,50
3,12
3,22
3,54
4,26

17. 17
Comparison of Sectors According to the Attitude Towards Customer
Perfumery Auto salon Household appliances Mobile phone Clothing
Meeting the customer - greeted / didn't greet 3,44 2,04 2,04 2,44 01
Farewell with the customer 2,59 3,37 1,74 1,22 0,54
Enthusiastically and non-dissatisfied conversational
style, demonstrating the interest to the customer's
questions
4,22 3,33 3,56 3,14 04
The customer was long waited 4,85 04 4,63 4,44 4,21
Apologized in case of over waiting 0 1,25 0 0 01
3,44
2,04 2,04
2,44
01
2,59
3,37
1,74
1,22
0,54
4,22
3,33
3,56
3,14
04
4,85
04
4,63
4,44
4,21
0
1,25
0 0
01
0
1
2
3
4
5
0 1 2 3 4 5
Clothing
Mobile phone
Household
appliances
Auto salon
Perfumery
2,03
03
2,69
2,97
3,58

18. 18
Comparison of Sectors According to the Ability to Listen to Customers
Household appliances Perfumery Clothing Auto salon Mobile phone
Listen carefully to the customer, focus on the
customer's questions
4,78 4,70 4,54 4,22 4,11
4,78
4,70
4,54
4,22
4,11
0
1
2
3
4
5

19. 19
Comparison of Sectors According to the Conversational Style with the Customer
Clothing Perfumery Household appliances Mobile phone Auto salon
Speaking in a polite and respectful way 4,88 05 4,96 4,61 4,56
Employee spoke according to the rules of corporate
ethics while communicating with customer
5 5 4,44 4,69 4,07
Clear explanation 3,96 4,04 3,74 3,08 3,22
4,88
05
4,96
4,61 4,56
5 5
4,44
4,69
4,07
3,96 4,04
3,74
3,08
3,22
0
1
2
3
4
5
0 1 2 3 4 5
Auto salon
Mobile phone
Household
appliances
Perfumery
Clothing
3,95
4,13
4,38
4,58
4,61

20. 20
Comparison of Sectors According to the Sales skills
Perfumery Household appliances Clothing Auto salon Mobile phone
Actively offer products and services to the customer,
the implementation of cross-selling
1,89 1,48 2,33 01 1,03
Offered advertising tools to offered products/ services 0,56 0,19 0 2,04 0
Were you directed to competitor brand/ store ? 4,63 4,81 5 5 4,86
Providing information to customers about the store's
current advertising campaigns
2,85 2,93 1,67 0,89 1,14
1,89
1,48
2,33
01 1,03
0,56
0,19
0
2,04
0
4,63
4,81 5 5 4,86
2,85 2,93
1,67
0,89
1,14
0
1
2
3
4
5
0 1 2 3 4 5
Mobile phone
Auto salon
Clothing
Household
appliances
Perfumery
1,76
2,23
2,25
2,35
2,48

21. 21
Rating According to All Criteria
89,6% 88,9% 87,2% 86,2%
69,1%
66,8%
54,8%
43,7%
0
10
20
30
40
50
60
70
80
90
100
The domestic
parametres of
the store
The ability to
listen to
customers
The
appearance of
staff
Conversational
style with the
customer
The outside
parametrs of
the store
The behavior of
employees
Attitude
towards
customers
Sales skills
4,48
score
4,45
score
4,36
score
4,31
score
3,46
score
3,34
score
2,74
score
2,18
score

22. 22
CONCLUSION
o Total 51 visits were conducted to stores by mystery shoppers.
o Customer satisfaction level by the service of sales representatives is made up purely 68%.
o Though the final result (3.41 scores) of evaluations on a 5-point scale of the research carried
out in stores in the comparative assessment is compatible to “medium level – neither satisfied
nor dissatisfied" is inclined to "poor“ in comparative assessment scale.
o The most highly valued criteria is the domestics/inside parameters of the store (89.6% -4.48
scores), but the sales skills of representatives is considered to be the weakest criteria (43.7%
-2.18 scores).
o The service is not produced in accordance with certain standards in enterprise as product , on
the contrary, the service is created by the workers and it’s really difficult to maintain it at the
same level always. Research shows that customers when making purchasing decisions
gradually paying attention not only to the product quality, but also tend to focus to the
provided service level.
o In order to earn trust and satisfaction of customers, to maintain long-term relationships with
the customers, companies should be guided by the norms in the process of customer service.
Customer service representatives (Service representatives) should try to get this strategy
continuously.

23. 23
RECOMMENDATIONS
Proceeding from the results of research, the following topics are recommended to
take into account during the trainings for sales representatives in the future :
o Ways to create an effective team basically for store managers
o New management principles and leadership skills for Store Managers;
o An explanation of the different aspects of the service and product sales to sales
representatives;
o An explanation of the importance of customer loyalty;
o Every time keeping in mind the effect of “Word of Mouth" when providing
information to the customer;
o The importance of providing advertising and promotional materials to
customers;
o An explanation of the rules of cross-selling.

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