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Quantitative Study on Pricing Strategy of Asian grocery stores in Dublin and their effects on Customer Segmentation due to increase in demand

Gole, Divya Deepak (2019) Quantitative Study on Pricing Strategy of Asian grocery stores in Dublin and their effects on Customer Segmentation due to increase in demand. Masters thesis, Dublin, National College of Ireland.

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Abstract

PURPOSE – The research aim is to study the pricing strategies used in Asian grocery stores in Dublin and their effects on customer segment based on the demand for products.

ORIGINALITY/VALUE
There is significant importance to prices in the retail industry, as the demand from consumers increases then prices for products are also altered or increase in order to increase sale. Customer satisfaction is also main concern for grocery stores; thus, there has been earlier literature based on this research work. Similar work is being carried out by earlier literature on supermarkets and convenience stores, but there is no research-based on Asian grocery stores in Dublin. Focusing on the particular customer segment, main aim of the research is to study the pricing strategies used in Asian grocery stores and, also to study its effects on customer segment. In a context of increasing demand for Asian products, cost is also analyzed in different Asian grocery stores to specify the standard varying cost used by these stores on weekly basis.

DESIGN/METHODOLOGY/APPROACH
The study is based on data collected through surveys done by structured questionnaire; samples were the responses collected from the customers that shop in Asian grocery stores once in a week. Secondly for analysis of varying cost, weekly data of prices were collected from Asian grocery stores on five products that were in demand. These products were selected based on earlier survey and responses obtained from them. This is purely quantitative study based on deductive approach. Thus, in order to conduct this research surveys were considered as the important medium, so that proper data gets collected.

FINDINGS
Outcome of this quantitative research is different types of strategies used by Asian grocery stores and their effect on customers, an impact of these strategies on their monthly budget. Secondly the price difference in each store on weekly basis, that is price variation due to various strategies used by grocery stores and its effect on customer segment.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HF Commerce > Customer Service
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Retail Industry
Divisions: School of Business > Master of Science in International Business
Depositing User: CAOIMHE NI MHAICIN
Date Deposited: 21 Oct 2019 13:32
Last Modified: 21 Oct 2019 13:32
URI: http://trap.ncirl.ie/id/eprint/3986

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