A Case Study in Customer Perception

Name: A Case Study in Customer Perception
Brand: LAP Lambert Academic Publishing
SKU: 9783848436088
Price: 235.56 RON
Availability: InStock

Formulating a Marketing Strategy using the Grounded Theory Research Methodology

Autor: Cassandra Olumese

Limbă:

Legare: Carte broșată

Editura: LAP Lambert Academic Publishing

Disponibilitate: În depozitul extern

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Independent businesses in today s market are constantly pressured to offer consumers the same value...

Informații despre carte

Autor

Cassandra Olumese

Limbă

engleză

Legare

Carte - Carte broșată

Publicat

2013

Pagini

108

EAN

9783848436088

Enbook ID

02290985

Editura

LAP Lambert Academic Publishing

Greutate

179

Dimensiuni

150 x 220 x 6

Descriere completă

Independent businesses in today s market are constantly pressured to offer consumers the same value for products at competitive prices, as the large affiliates do. However, these businesses lack the necessary resources and economies of scale needed to achieve this. There is then a struggle to retain customers and gain loyalty. Due to the declining customer base, it is therefore necessary for such independent businesses to have strategies in place, and such that are specific in nature to the situation happening in that business. This study is done using a case- study of one of such businesses, The Alpha garden centre. It utilised the grounded theory research method in order to find customers perception of the organization, in other to recommend an effective marketing strategy to further the growth of its business. It was discovered that paramount amongst the customers perception was the dissatisfaction due to inadequate plant level and stock variety. After an in-depth analysis, it was proposed that Alpha garden centre focus on providing the basic requirement for its current customers, in an effort to retain them.

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A Case Study in Customer Perception

Formulating a Marketing Strategy using the Grounded Theory Research Methodology

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