Assessing Customer Purchase Behaviour at India Bazaar Retail Ltd. This case helps us to understand how to assess consumer purchase behaviour. Consumer behaviour is the study of individuals, groups, and the process they use to select and dispose products to satisfy their needs. It is based on consumer buying behaviour with the customer playing the three distinct role of user, payer and buyer. It attends to understand decision making process of buyers both individual and in groups.
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Assessing Customer Purchase Behaviour at India Bazaar Retail Ltd.
This case helps us to understand how to assess consumer purchase behaviour.
Consumer behaviour is the study of individuals, groups, and the process they use to select and dispose products to satisfy their needs.
It is based on consumer buying behaviour with the customer playing the three distinct role of user, payer and buyer.
It attends to understand decision making process of buyers both individual and in groups.
INDIA BAZAAR RETAIL LTD. -INDIA BAZAAR GROUP
INDIA BAZAAR RETAIL LTD.
India Bazaar Retail Ltd. was the retail arm of India Bazaar Group, a US$ 10 billion corporation.
The company ventured into the food and grocery retail sector in 2010.
India Bazaar Retail Ltd. expanded its presence across the country under the brand name “Samagri”. Samagri was a one-stop shopping destination for the entire family.
Need for assessing Customer Purchase Behaviour
As customer’s tastes and preferences are changing, the market scenario is also changing from time to time.
Income level, life styles and social class of people have completely changed.
Buying habits and place of buying has shifted from haat markets to departmental stores.
KEYWORDS IN THE CASE : Customer satisfaction
Customer satisfaction is a measure of how products and services supplied by a company meet or surpass customer expectation.
Customer satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals.
In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy.
Flow: Customer satisfaction
Retailing
Retail is the sale of goods and services from individuals or businesses to the end-user.
A retailer purchases goods or products in large quantities from manufacturers directly or through a wholesale, and then sells smaller quantities to the consumer for a profit.
The term "retailer" is also applied where a service provider services the needs of a large number of individuals, such as for the public.
Online retailing, a type of electronic commerce used for business-to-consumer (B2C) transactions and mail order, are forms of non-shop retailing.
Operations management
Operations management is an area of management concerned with overseeing, designing, and controlling the process of production and redesigning business operations in the production of goods or services.
It involves the responsibility of ensuring that business operations are efficient in terms of using as few resources as needed, and effective in terms of meeting customer requirements.
It is concerned with managing the process that converts inputs (in the forms of materials, labour, and energy) into outputs (in the form of goods and/or services).
Pilot Testing
Small scale preliminary study.
Evaluate feasibility, time, cost, adverse event and effect size.
Used to reduce cost, as these are less expensive than full experiments.
To evaluate the competency of the questionnaire.
To determine the quality of the particulars.
Objective of Pilot Testing
Pilot study is a small experiment designed to test logistics.
Gather information prior to a large study.
Improve the actual study’s quality and efficiency.
Reveal deficiencies in the design of a proposed experiment or procedure and these can then be addressed before time.
A good research strategy requires careful planning and a pilot study will often be a part of this strategy.
Advantages
Carried out before large scale quantitative research in an attempt to avoid time and money being wasted on an inadequately designed project.
Pilot experiments are used to sell a product and provide quantitative proof that the system has potential to succeed on a full scale basis.
It often provides the researcher with ideas, approaches, and clues you may not have foreseen before conducting the pilot study.
It can greatly reduce the number of unanticipated problems because you have an opportunity to redesign parts of your study to overcome difficulties that pilot study reveals.
Limitations
Pilot study is done on a smaller scale. Thus, actual results of the study may vary from the results of pilot study.
A pilot study is usually carried out on members of the relevant population, but not on those who will form part of the final sample.
A pilot study is normally small in comparison with the main experiment and therefore, can provide only limited information on the sources and magnitude of variation of response measures.