Varun Supermarket Retail (P) Ltd.’s Marketing Research (B): Analysing the Profile of Target Customers through Cluster Analysis
As suggested by his uncle and mentor Vijay Kumar (Vijay), Varun Kumar (Varun), Founder of Varun Supermarket Retail (P) Ltd. (VSRPL), a supermarket store, assigned a marketing research project to two students – Mercy Mathews (Mercy) and Priyanka M (Priyanka) – as their internship project to avert the decrease in sales and drop in repeat customers. As committed, the interns were nearing the completion of their project.
Meanwhile, Vijay was curious to get an update on the internship project assigned to Mercy and Priyanka. Around mid-June 2016, he called Varun to know the status of the project.
Vijay: Hello Varun, what is the status of the market research project that was given to the interns?
Varun: A survey was performed and the interns are analysing the data regarding the feedback based on – products, price, advertising, delivery, payments, etc.