Final Project

by

Group 11

Adhip | Ajay | Jyoti | Suraj | Vamshi | Vinay

Sonuji
Started around 10 years back Offers stationery products, household products and recharge services Operates from 10AM to 8PM Takes a break for 10 to 15 mins in afternoon Open on all the days of the week Provides home delivery on request Contract renewal every 2 yrs

Sreeji

Newly Started Has a branch near 3.4 Opened branch in IIML based on student inputs Keeps only ISI marked branded products Mini-Supermarket Operates from 10AM to 8:30 PM Computerized billing system Closed on Wednesday Run by brothers Also operate a telecom services company which has branches in Delhi and Lucknow

Decision & Research Problems

Managerial Decision Problem

How can Sonuji overcome the new competition and regain his market share?

Marketing Research Problems

(i) To identify the buying preferences and motivations of students

(ii) To identify the possible product and service improvements of Sonuji

Research Methodology
Decision Problem

Research Problems

Primary Research

Secondary Research

FGD

In-depth interviews

RQs & Hypothesis

Checklist

Sample Design

Questionnaire

Data Collection

Data Analysis

Focus Group Discussion

FGD was conducted on 5 students to gain insights into consumer preferences and buying behaviour Characteristics Group Profile: Students IIML, PGP1 Age Group: 21 - 30 years Gender: 3 Male & 2 Female Key Findings

Group was concerned about the attitude of the shopkeeper Other concerns were low product quality, higher prices than MRP, waiting time and low availability of shop Group felt that the display of products was not proper and they had to ask him again and again for various varieties of a product Group was indifferent to home delivery services but preferred on-call mobile recharge service

In-Depth Interviews

Unstructured, direct and personal interviews were taken to uncover underlying motivation, perceptions and attitude towards Sonus shop Characteristics: No. Of interviews: 5 Profile: Students IIML, PGP1 Age Group: 21 - 30 years Gender: 4 Male & 1 Female
Attitude of shopkeeper, price of products, quality of

Key Findings:

products, display of items and waiting time at the shop are the major concerns Home delivery and on-call recharge services would be helpful

Research Questions & Hypothesis

Framed based on criteria observed in exploratory research

RQ1: Are customers satisfied with the attitude of Sonu? RQ2: Are customers satisfied with the prices of Sonu? RQ3: Are customers satisfied with the quality of products offered by Sonu? RQ4: Are customers satisfied with the display of items in Sonus shop? RQ5: Are customers satisfied with the waiting time at Sonu? H0: Customers are satisfied Ha: Customers are not satisfied
RQ6: How important are the above attributes in customer buying preferences? H0: All the factors are unimportant (1 = 2 = 3 = 4 = 5 = 0) Ha: At least one factor is important (At least one i 0) RQ7: How would customers respond to home delivery and on-call recharge services? H0: Customers are not willing to accept these services from Sonu Ha: Customers are willing to receive these services from Sonu

Questionnaire Flow Chart

Start
Experience of shopping with Sonu

No
Reasons for not shopping with Sonu

Yes
Preference levels to Price, quality, display, timings & Attitude of shopkeeper Satisfactory levels in these attributes while shopping with Sonu Opinions on home delivery and other possible services Other expected services

END

Sample Design

Students of IIML Sample size should be more than the value calculated based on significance level, error level and standard deviation

Standard deviation can be obtained by taking 1/6th of the range obtained from a pilot survey

Interpretation of Survey Questionnaire

Personal details captured:

Name:
Age: Gender: Marital Status: Work Experience:

Reason: To analyze the changes in perceptions and preferences based on demographics

Survey Question: How important are these attributes in choosing the shop to buy from?
Least important Not so important O O O O O Neutral O O O O O Important Very important O O O O O O O O O O

Attitude of shopkeeper Price of product Quality of product Display of items in store Waiting time at the store

O O O O O

Reason: Performing ANOVA on these results gives the significance levels for each attribute. This addresses the research question RQ6.

Would you like to have a single store which offers wide range of products or prefer to buy from specialty stores? O Prefer single store O Prefer specialty stores

How often is your purchase decision influenced by the suggestions of store keeper? O Rarely O Sometimes O Often O Very often

Reason: Analyzing customer preferences

Did you ever shop in Sonus store?

O Yes O No

Reasons for not shopping with Sonu.

When do you buy stuff from Sonu?

O Whenever you need a product

O When you dont have time to go outside O When you dont have any other choice

Rate your satisfaction in the following while shopping with Sonu

Highly dissatisfied Dissatisfied O O O O O Neutral Marginally satisfied O O O O O O O O O O Very satisfied O O O O O

Attitude of shopkeeper Price of product Quality of product Display of items in store Waiting time at the store

O O O O O

Reason: To address RQ1 to RQ5

Rate your satisfaction in the following while shopping with Sreeji

Highly Dissatisfied Neutral dissatisfied Marginally satisfied O O O Very satisfied O O O

Attitude of shopkeeper Price of product Quality of product

O O O

O O O

O O O

Display of items in store

Waiting time at the store

Reasons: Competitor analysis

Thank You