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..................
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. ................
Exhibits
Exhibit I: KK's Product Mix
Exhibit II: 7As Approach
Exhibit III: KK’s Customers
Exhibit IV: KK’s Decrease in Repeat Customers