The manager of Fresh Foods, a grocery store in Utah, is considering expanding store hours from the present 7 A.M. to 11 P.M schedule to a 24-hour shopping. Based on information from Information Resources, Inc., a national market research firm, the estimated number of customers per hour would be as shown in the following table. Display the data in a way that would help the Board of Directors make a decision about the proposal. Are there any limitations on the use of these data for this business decision?


Hour beginning - Number of shoppers
midnight - 3
1am - 3
2am - 3
3am - 3
4am - 3
5am - 3
6am - 3
7am - 35
8am - 70
9am - 140
10am - 210
11am - 280
noon - 252
1pm - 224
2pm - 168
3pm - 224
4pm - 196
5pm - 224
6pm - 168
7pm - 112
8pm - 56
9pm - 28
10pm - 14
11pm - 3

To help the Board of Directors make a decision about the proposal, we can create a graph or chart to visually represent the data. This will make it easier to compare the number of shoppers at different hours and determine if expanding store hours to 24 hours is feasible.

One way to display the data is by using a line graph or a bar chart. Here is an example of a bar chart showing the estimated number of shoppers per hour:

Hour beginning - Number of shoppers
-------------------------------------
midnight - 3
1am - 3
2am - 3
3am - 3
4am - 3
5am - 3
6am - 3
7am - 35
8am - 70
9am - 140
10am - 210
11am - 280
noon - 252
1pm - 224
2pm - 168
3pm - 224
4pm - 196
5pm - 224
6pm - 168
7pm - 112
8pm - 56
9pm - 28
10pm - 14
11pm - 3

It is important to note that there may be limitations on the use of these data for this business decision. Some potential limitations include:

1. Accuracy: The estimates provided by the market research firm may not accurately represent the actual number of customers that would visit the store during expanded hours. They are only estimates and may not take into account specific factors that could affect customer behavior.

2. Seasonality: The data may not account for seasonal variations in customer demand. For example, during holidays or special events, the number of shoppers may increase significantly, and the estimates provided may not accurately reflect this.

3. Local factors: The data may not consider specific local factors that could affect customer behavior, such as competition from nearby stores, transportation accessibility, or demographic changes in the area.

4. Cost-benefit analysis: Expanding store hours to 24 hours would incur additional costs, such as staffing and utilities. The data provided may not include information on potential revenue generated during extended hours to determine if the benefits outweigh the costs.

5. Customer preferences: The data may not capture customer preferences and willingness to shop during late hours. Conducting customer surveys or pilot programs could provide additional insights into customer behavior and preferences.

Therefore, it is recommended that the Board of Directors consider these limitations and conduct further analysis or research before making a final decision on expanding store hours.

To display the data in a way that would help the Board of Directors make a decision about the proposal, you can create a line graph or a bar graph showing the number of shoppers per hour. This will provide a visual representation of the customer traffic throughout the day.

Here is an example of how you can represent the data using a line graph:

X-axis: Hours of the day
Y-axis: Number of shoppers

Label the X-axis with the hours of the day (starting from midnight to 11 PM) and the Y-axis with the corresponding number of shoppers.

Plot the data points on the graph connecting them with lines. Each data point represents the estimated number of shoppers for a particular hour of the day.

Next, analyze the graph to identify patterns and trends in customer traffic. Look for peak hours with high customer turnout and evaluate whether expanding store hours to 24 hours would be economically viable based on the estimated number of shoppers during non-traditional hours.

Additionally, consider any limitations of these data for making this business decision. Some limitations to consider could include:

1. Seasonality and Variability: The data provided may not account for seasonal fluctuations or special events that might affect customer traffic. It could potentially be an average or a snapshot of a specific period, so it is crucial to understand whether it is representative of the entire year or specific seasons.

2. Local Factors: Market research data might not consider local factors, such as competition from nearby stores or unique customer preferences in the area. It is essential to take into account the specific circumstances of the Fresh Foods grocery store and its local market.

3. External Factors: The data might not account for external factors such as changes in consumer behavior, economic conditions, or emerging trends in grocery shopping. It is necessary to consider any relevant external factors that could influence the accuracy of the data.

4. Financial Analysis: Apart from considering the estimated number of shoppers, it's essential to perform a comprehensive financial analysis to evaluate the profitability of operating 24 hours. This analysis should include factors such as labor costs, overhead expenses, and potential increase in sales by expanding the operating hours.

By considering the limitations and analyzing the data, you can provide the Board of Directors with valuable insights to help them make an informed decision about the proposal to expand the store hours to 24 hours.