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The voice of the customer in the design of organized retail stores

Gyan Prakash (Indian Institute of Technology, Kharagpur, India)
Sangeeta Sahney (Indian Institute of Technology, Kharagpur, India)
Abhinav Vohra (Vodafone India Limited, New Delhi, India)

Publication date: 14 October 2015

Abstract

Subject area

Marketing, retail.

Study level/applicability

The case study is specific to the marketing demographics of Indian shoppers with respect to organized retail stores, and therefore, the inter-relationships between various design elements and the relative importance of certain parameters discussed in the text may not follow the same pattern elsewhere in the world.

Case overview

The case emulates the real-life situation of an organized retail store, Super Mart, to understand the inculcation of voice of the customer in the design of organized retail stores in India. It gives insights about factors which influence the shopping intent of customers while giving information about the inter-relationships among various design characteristics. It also gives an idea about inter-dependence between design characteristics and customer requirements. This is followed by certain questions, the responses to which can be interpreted from the text and the data provided therein.

Expected learning outcomes

The case aims to educate its audience about the following aspects of organized retail business: factors influencing offline shopping intent of customers; relative order of importance of customer requirements with respect to organized retail stores; inter-relationships between various design elements; and future trends in the organized retail space. Such a knowledge would help hone the skills of the next generation of business leaders in the retail space.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Keywords

Citation

Prakash, G., Sahney, S. and Vohra, A. (2015), "The voice of the customer in the design of organized retail stores", , Vol. 5 No. 6. https://doi.org/10.1108/EEMCS-10-2014-0261

Publisher

:

Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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