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Kovai Konnect: Descriptive Research for New Store

CASELET, MARKETING RESEARCH
ET Cases, 5 pages

Case Preview

Kovai Konnect: Descriptive Research for New Store

 

During the sunset hours, on July 25th 2015, when Ramesh Arvind (Ramesh) the Founder and CEO of Kovai Konnect (KK), a consumer electronics store, while signing the papers which required his approvals, was in a quandary on the sudden fall in the number of customers in the last 8-9 months.

Kovai Konnect

KK founded in 2010, is now counted among the major mobile phone retail stores in Coimbatore. KK’s products included mobile phones/smartphones and other accessories (Exhibit I). KK was established with an aim of supplying to the potential customers quality products at affordable price with utmost customer care. Ramesh strongly believed that the customer satisfaction (with the products/brands that KK sold and KK’s customer service) would be the key factor in defining the growth and market standing. He was not in a rush to build the bottomline too quickly at the cost of his core business principles/values – honesty, sincerity and reliability..................

Teaching Note Preview

Kovai Konnect: Descriptive Research for New Store

 

Synopsis

This caselet is used to introduce the students/participants to the survey and observation methods of descriptive research. This caselet ends with the dilemma faced by Ramesh Arvind (Ramesh), Founder and CEO of Kovai Konnect, a Coimbatore-based communications retail outlet, as how to identify the reasons for declining trend of repeat and referral customers. Ramesh was contemplating to use the survey and observation method to get the relevant information.

Prerequisite Conceptual Reading

The students/participants should be encouraged to read the following as it would not only broaden the context of learning but would also provide appropriate perspectives on Marketing Research:

  • • Naresh K. Malhotra and Satyabhushan Dash, “Descriptive Research Design: Survey and Observation”, Marketing Research An Applied Orientation, 6th Edition, Pearson Education, 2010 – To understand different survey methods and observation methods

 

Case Positioning and Setting

This caselet can be used in:

MBA Program/MDPs/EDPs – Marketing Research Course – To introduce the participants/students to the survey and observation methods

Assignment Questions

  • I. What according to you is the Management Decision Problem and how do you define the Marketing Research Problem in the case of Kovai Konnect’s impending business challenge?
  • II. What do you understand by survey methods of descriptive research design? What are different types of survey methods? Of all the different types of survey methods, which ones do you think should Kovai Konnect use to get the relevant information?
  • III. .................

 

Preamble to this Caselet Analysis

This caselet was used to introduce the participants/students to the idea of survey methods and observation methods in descriptive research design. These methods were discussed and analyzed in the light of Kovai Konnect’s business challenge of decline in repeat customers as well as referral customers. Accordingly, this caselet was orchestrated in the following way [Exhibit (TN)-I]................

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Product code: MR-2-0007, MR-2-0007A

Abstract


This caselet can be used to understand the two major types of descriptive research design - survey methods and observation methods. While survey methods and observation methods elaborate a definitive process to elicit the relevant information to resolve and aptly define a marketing research problem, an effort also has to be made to understand the application of each of these types under different situations. Kovai Konnect, a Coimbatore-based personal communications retail outlet had been a stellar performer for the first 4 years of its operation with unique customer-engagement and customer service initiatives. The company's sales and customer base grew substantially between 2011 and 2014. However, from November 2014, Kovai Konnect witnessed a gradual fall in its repeat customers and referred customers. Quite concerned and disturbed, Kovai Konnect's Founder and CEO Ramesh Arvind wanted to know the reasons for declining trend and was contemplating to use the Survey Method and Observation Method to get the relevant information.



Pedagogical Objectives

  • To understand the concept and types of survey method of descriptive research design and also to discuss and debate on the applicability of those types to Kovai Konnect's marketing research problem
  • To understand the concept and types of observation method of descriptive research design and examine the applicability of the same in the case of Kovai Konnect's marketing research problem

Case Positioning and Setting
This case study can be used in:

  • MBA Program/MDPs/EDPs - Marketing Research Course - To introduce the participants/students to the Survey and Observation Methods




This Case Pack Includes:
- Abstract
- Caselet
- Teaching Note (**ONLY for Academicians)
$3.37
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