BUSINESS RESEARCH METHODS
Case – BRM0015
Fall Of Mayur Hypermarket : Significance Of Research
Group No-05
Presented By :
JATIN BORICHA 19BSP1151
BHAVIN SHAH 19BSP0670
KARAN MODI 19BSP3453
SAIF AHMED KHAN 19BSP2378
SHUBHAM DUBEY 19BSP2729
INTRODUCTION
Mayur is a hypermarket chain located across India. The chain offers a wide range of products including
groceries and other branded daily need products. It started getting good reviews from its customers because
of the availability of a wide variety of quality products. With each passing day the chain's customers kept
increasing. In the initial days of the chain's establishment, the management was a little apprehensive about
their pricing strategy - as they assumed that people would generally prefer price over quality. Later, the
management of the hypermarket chain expressed great satisfactions the customers were giving preference to
quality rather than price. Within few months, the chain had become popular across the country.
ISSUES
Decrease in customer foot fall
Decrease in outflow of goods
Decrease in sales
Decrease in profitability
MEASURES TAKEN
An Aggressive advertising campaign was launched .
Offering free gifts to customers making purchase above the set target.
Order on phone.
Free home delivery within the range of 2km.
Appointing a research team known as T&S Associates lead by TARUN AND
SUDEEP.
CONCLUSION OF RESEARCH
Most of the stores where located in places that were not suitable for the targeted group of customers. Most
of their stores were located in places that were far from the places where your customers reside.
No Ample parking spaces.
Slow service and customer has to wait in queues for long time.
Free home delivery system and order on phone was not successful as the time taken in placing the order
was very high and the customers who shop once or twice in a month have a long list of purchase and most
of these customers stay beyond the 2 km radius, which will not allow them to use free home delivery
system .
QUESTIONS FOR DISSCUSSION
1. The company which was against conducting research, later realized that research plays a
significant role in taking the right decisions. What is research? What is the purpose and
significance of carrying out research? What are the factors that prompted Mayur to carryout
research?
Answer:
• Research means the systematic investigation as well as the study of sources or material or things so
that the facts can be established or the conclusion can be drawn.
• So its actually about finding the truth through experiment or investigation using the scientific
methods.
• The purpose and significance of carrying out research to take a decision with more confidence as
one has tested through research.
• Research is an academic activity that involves identifying the research problem, defining the
research problem, formulating a hypothesis, collecting and analyzing the data and reaching specific
conclusions in the form of solutions or general theories.
• The factors that prompted Mayur to carryout research are -
i. Decrease in customer foot fall.
ii. Decrease in outflow of goods.
iii. Decrease in sales.
iv. Decrease in profitability.
v. Even after providing the best quality of products at reasonable price.
2. What was the type of research study conducted by TS & Associates? What are the different
types of research? What is the role of scientific methods in business research? What are the
characteristics of a good research?
Answer:
• As per case, T&S conducted Descriptive, Analytical, Qualitative and Quantitative Research.
• The different types of research are as following:
i. Descriptive research
ii. Analytical research
iii. Applied research
iv. Fundamental or basic research
v. Quantitative research
vi. Qualitative research
vii. Conceptual research
viii. Empirical research
• The scientific method in business research is a systematic method of investigation, evaluation,
experimentation, interpretation and theorizing. In such situations, the management may not have
adequate time at its disposal to make use of scientific studies before arriving at decisions.
• Characteristics of a good research are:
i. No plagiarism.
ii. Something very special should be found out that should be logical and scientifically
explainable.
iii. There should be mathematical approach.
iv. It should be good from usability point of view.
v. It should be able to explain one or more unresolved issues (if possible).
vi. If possible, then it should be commercialized.
vii. Research report should be well written, citing references, etc.
3. MMT tried to avoid research in earlier situations in the case study. How would you justify or
negate MMT's decision? Do you think research can be avoided? If so, why? Discuss the
manager-researcher relationship and the conflicts that arise in it. List out the positive and
negative trends in research and the safeguards that are needed to tackle those.
Answer:
• The decision taken by MMT for not doing research was wrong.
• They should have done the Research in the very first place.
• However, using different technique like free gifts to customers making purchases above a set target,
order on phone, free home delivery , etc. was a great idea but it did not work.
• So MMT should have done research in the earlier situation.
• Research can not be avoided because for any business to do good in the market they need to do
research.
• Research helps the business to communicate with current and potential customers in a better way
and it also helps to identify opportunities, threats and short comings in the marketplace.
• The relation between managers and researcher should be like manager should tell each and every
detail regarding the company’s problem that needs to be analyzed by the researcher.
• Also, from the researchers point of view, he should not hide any sort of information regarding the
problem.
• He should not think that this finding might hurt managers or the company reputation and should
inform each and every thing to the manager.
• Also, the researcher should not give his research findings to any of the competitors in the market.
• The positive trends in research was, customers were found to be satisfied with the product range, price
and the product quality that they offered. This shows that you have targeted the right set of customers,
the high-income and the high-end of the middle-income groups.
• The negative trends in research was the location was not suitable to capture the target customer.
• In Posh localities people find it difficult and time-consuming to come to the stores.
• The Stores do not provide ample parking space to the high-ended customer. They have to park their
vehicles on the road.
• Services was not fast enough and customers have to wait in a queues for a longtime. Even though the
shop maintained its quality in products and price but was lacking in service, which resulted in
downfall.
• Home delivery and order on phone was not successful as the time taken in placing the order was very
high. Most of the customers reside beyond 2km radius, which not allow them to use your free home
delivery system.
THANK YOU!
