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Shoaib Rafi (BD-65/2007 (B D-65/2007)) Syed Hamza Habeeb (BD-70/2007) Syed Ammar Zaheer (BD-69/2007) Samad Far Farooq ooq Dandiy Dandiya a (BD-5 (BD-59/200 9/2007) 7)
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Started out in 1984 as a family owned garments outlet. Rapidly expanded into home textiles and crockery / kitchenware Currently operating 5 outlets in Karachi. 6th outlet at Shaheed-e-Millat is under progress and will start operations very soon.
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Prices
are the same throughout
all the outlets in the city. `
No plans to expand in to other cities.
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However, they are willing to open more outlets in the city in long run.
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NIPA ± Gulshan-e-Iqbal
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Hasan Square ± Gulshan-e-Iqbal
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SeaView (Near Afridi Inn) - Clifton
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Schon Circle ± Clifton
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Khalid Bin Waleed Road ± PECHS
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Shaheed-e-Millat ±
PECHS
(upcoming)
Chase Sea View
Chase Schon Circle
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Grocery
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Ladies Fabric
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Jewellry
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Crockery
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Kitchenware
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Cosmetics
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Garments
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Home textile
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Shoes
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Undergarments
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Watches
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Gifts
& more
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Ladies Fabric Jewellry Toy World Crockery Kitchenware Cosmetics Garments Home textile Shoes Undergarments Watches Gifts & more
Chase NIPA ` ` ` ` ` ` ` ` ` ` `
Ladies Fabric Jewellry Crockery Kitchenware Cosmetics Garments Home textile Shoes Undergarments Watches Gifts & more
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Lower-middle / Middle-income families of Karachi.
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70% customers come in groups of more than three (families)
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30% come in twos or threes.
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Loyal customers go there about 3 to 5 times a month (Chase SeaView) and at least once a month at other outlets.
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Some customers even come from Hyderabad and Thatta.
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Customers buy more stuff at the beginning of the month.
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Customers end up buying more stuff than they intended since the prices are so low.
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Customers are driven by the need to buy their household items and other at the lowest possible price available in the market. There reference price is plausible low.
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Usage level is high since families are growing, there needs grow with them.
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A large
number of customers have been visiting Chase for more than a decade.
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Customers trust that they will get the best price in the market at Chase.
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Customers are increasingly focusing on price when they are sure of the quality.
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Customers are also now aware of the minimal difference in quality between branded products and standard products.
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Word
of mouth (family and friends)
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Strategic store layout
Toiletries at the checkout Ladies / Childrens garments / jewellry at the beginning Crockery / Kitchenware at the front and in the middle Gents clothing at the back
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Rising
inflation
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Sales (Buy 3 lawn suits for PKR 1500)
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Introduction of grocery and toy world
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Defected
items are replaced if they have not been used and are returned within a specific time frame.
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Garments are of average quality.
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Defects
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Consumers suggest that grocery and toy world should be introduced in other outlets also.
in electronics are also taken care of promptly.
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Currently print media is used to advertise various promotional schemes at Chase.
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Ticker on Cable TV.
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Pamphlets
/ Flyers distributed at traffic signals.
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Chase¶ marketing strategy is built on µST P¶:
Segmentation: Dividing their market into a distinct subsets of
consumers with common needs or characteristics and selecting one segment with a distinct marketing mix.
Targeting those customers that the company can satisfy in a superior way. Positioning
its offering so that it is perceived by the consumers in the target segment as satisfying their needs better than other competitive offerings.
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Chase has divided the market into different groups based on social class / lifestyle.
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For this class of customers, shopping at Chase results in high transaction utility.
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These consumers know that the low price means less than desired quality but settle for the product because of budgetary limitations.
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Experience
/ gut feeling is used when deciding on changing store layout or inclusion of a new product line.
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Organizational strategy seems to be of incurring losses on a few products while gaining small profits on maximum number of products in order to achieve overall profitability.
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Chase management should invest in consumer research activities to gain valuable insight about consumer perceptions.
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Sales staff should have a uniform so that they are easily identifiable and to give a sense of belonging.
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Sales staff should be well-groomed and courteous .
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Although
Chase has been around for 25 years, it has only been in the last 5 years that they have seen rapid growth.
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The reason for this rapid growth has been the elimination of several established middle-men who had been associated with the organization for a long time.
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The savings thus realized were passed on to the consumer resulting in increase in number of customers (turnover).
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The strategy so far has been to refine and improve the supply chain (including warehousing) so that prices remain the lowest in the market (cost leader pricing).