Subject category:
Marketing
Originally published in:
2016
Version: July 27th 2016
Length: 3 pages
Data source: Generalised experience
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Abstract
This is part of a case series. Second in the two-caselet series, this caselet provides scope to discuss, understand and perform cluster analysis in the backdrop of Varun Supermarket Retail (P) Ltd (VSRPL)'s problem of sudden decrease in sales and repeat customers. As suggested by his uncle Vijay Kumar (Vijay), Varun Kumar (Varun), the Founder of VSRPL took the help of two students - Mercy Mathews (Mercy) and Priyanka M (Priyanka) and assigned a project to help solve the problem. Meanwhile, when Vijay called Varun to know the status of the project, he suggested that it is important to understand target customers. Varun shared the discussed details with the interns. As they were nearing the completion of their internship, they decided to discuss the developments with their Professor. After discussing with their Professor, the interns designed a questionnaire and collected data on customers' lifestyle and perceptions from 50 customers. The students wanted to map the profile of the target customers in terms of lifestyle, attitude and perceptions with the help of cluster analysis.
Subject category:
Marketing
Originally published in:
2016
Version: July 27th 2016
Length: 14 pages
Data source: Generalised experience
Subject category:
Marketing
Originally published in:
2016
Version: July 19th 2016
Length: 4 pages
Data source: Generalised experience
About
Abstract
This is part of a case series. Second in the two-caselet series, this caselet provides scope to discuss, understand and perform cluster analysis in the backdrop of Varun Supermarket Retail (P) Ltd (VSRPL)'s problem of sudden decrease in sales and repeat customers. As suggested by his uncle Vijay Kumar (Vijay), Varun Kumar (Varun), the Founder of VSRPL took the help of two students - Mercy Mathews (Mercy) and Priyanka M (Priyanka) and assigned a project to help solve the problem. Meanwhile, when Vijay called Varun to know the status of the project, he suggested that it is important to understand target customers. Varun shared the discussed details with the interns. As they were nearing the completion of their internship, they decided to discuss the developments with their Professor. After discussing with their Professor, the interns designed a questionnaire and collected data on customers' lifestyle and perceptions from 50 customers. The students wanted to map the profile of the target customers in terms of lifestyle, attitude and perceptions with the help of cluster analysis.
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Subject category:
Marketing
Originally published in:
2016
Version: July 27th 2016
Length: 14 pages
Data source: Generalised experience
Subject category:
Marketing
Originally published in:
2016
Version: July 19th 2016
Length: 4 pages
Data source: Generalised experience