coupon mall

Topics: Retailing, Shopping mall, Discount store Pages: 39 (4402 words) Published: September 26, 2013
A STUDY ON COUPON MALL
IN FULLFILMENT OF THE REQUIREMENT FOR THE RETAIL MANAGEMENT COURSE

PROF. ASHIS MISHRA

UTKALIKA MOHANTY

1211058

ABHINAV DAHARWAL

1211090

RAMANJIT S ANAND

1211130

PUSHPENDU KUMAR

1211285

DEEPAK KARWASARA

1211091

INDIAN INSTITUTE OF MANAGEMENT BANGALORE

Executive Summary
A detailed study has been conducted on Coupon mall, a discount format retail chain to understand the problems which Indian value focussed retailers are facing. The purpose of the study was to identify the blind spots in discount formatted store’s strategy. The research was mainly focused in determining the consumer perceptions for the product as well as the store and studying the competing malls and stores with respect to the factors influencing consumer buying behaviour. As part of the study, the research also included understanding the future potential of destination shopping in Indian market.

An exploratory research was carried out focussing on consumer preferences, price expectation, stated and unstated needs for products in a shopping mall. The methodology followed for the research consisted of depth interview and online survey. A sample of 25 customers have been considered to understand the need gap from their previous experience with Coupon mall and what they would have really liked. Another sample of 25 customers from the competitor’s store has been interviewed to gauge the quality parameter. On the basis of findings from depth interview, a conclusive research has been done to understand the key parameters which affect consumer behaviour. An online survey was filled by 30 customers. In addition to the above, an ethnographic study has been done to understand the operational aspect of the store. The research resulted in several key findings which emphasizes the existence of potential opportunities for Coupon mall which it can leverage to meet the need gap for customer requirements. The finding about customers explains that while discount is a motivating factor for them to enter the store, they majorly look for good quality products in store The results also include findings on important parameters which affects the sales in other retail outlets like Shopper stops, Brand factory, Bangalore central and forum mall.

Table of Contents
Executive Summary................................................................................................................................. 2 About Coupon Mall ................................................................................................................................. 4 Literature survey ..................................................................................................................................... 4 Methodology........................................................................................................................................... 5 Exploratory research ........................................................................................................................... 6 Hypothesis Formulation ...................................................................................................................... 8 Detailed research on “Quality” ........................................................................................................... 8 Conclusive research .......................................................................................................................... 10 Recommendation.................................................................................................................................. 11 Conclusion ............................................................................................................................................. 13 Future Study.......................................................................................................................................... 13 Reference...
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