Profiling urban shoppers in India: a qualitative study of select retail chain stores Online publication date: Tue, 07-Jun-2016
by Rashmi
International Journal of Qualitative Research in Services (IJQRS), Vol. 2, No. 2, 2015
Abstract: This article attempts to understand urban shoppers of modern (organised) grocery retail in India. Multiple qualitative methods - in-situ observations, direct interviews, focus group interviews and CI technique - were applied to reveal insights on shopper personalities and shopping motives for three popular super- and hypermarket chains. A list of shopping contexts was translated into categories of nine shopping missions. Six shopper types were uncovered. The more prominent shopper types were identified for each retail chain under study. A multi-brand retailer can adjust its brand portfolio and product offerings (e.g., by deleting or adding product categories) by understanding its typical customer and her shopping motives. It can accordingly monitor its customer's accessibility to preferred product categories by suitably designing the store layout to match shopper missions and managing stock-outs. Retail chains can apply these insights to formulate their store brand strategy - whether to offer own-brands, in which product categories, and positioned how.
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