Bookcover of A Case Study in Customer Perception
Booktitle:

A Case Study in Customer Perception

Formulating a Marketing Strategy using the Grounded Theory Research Methodology

LAP LAMBERT Academic Publishing (2012-06-22 )

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ISBN-13:

978-3-8484-3608-8

ISBN-10:
3848436086
EAN:
9783848436088
Book language:
English
Blurb/Shorttext:
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.
Publishing house:
LAP LAMBERT Academic Publishing
Website:
https://www.lap-publishing.com/
By (author) :
Cassandra Olumese
Number of pages:
108
Published on:
2012-06-22
Stock:
Available
Category:
Advertisement, marketing
Price:
49.00 €
Keywords:
Grounded Theory, consumer behaviour, Marketing Strategy, Consumer Perception

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