Business Research Methods

Guided by Prof. Shankar Das

Project on
Management-research Question Hierarchy
Process of Mayur Hypermarkets

Presented by
Kirti Mishra
Murtaza Mannan
Nipun Dua
Steps of Management-research Question Hierarchy

1) Management Dilemma
The hypermarket chain, which was established a year ago, gained good number of customers initially but is
now losing them.

2) Management Questions
a) What can the management do to resolve the problem of reduction in the number of customers?

3) Research Questions
a) When did the company started losing its customers?
After 6 months of establishing.
b) What strategies did it take up in response?
Aggressive advertising campaign as well as in-store promotional campaigns like offering free gifts to
customers making purchases above a set target. Along with this the company started giving good service
facilities to its customers like Order on phone, free home delivery within the range of 2 km from the store,
etc.
c) What was the change in the number of customers?
Only a slight increase in the customer inflow in the next 3 months. Even though they served their customers
better, they could find hardly any difference.

4) Investigative Questions
a) What are the other possible measures you can take to promote your products?
b) What if you target a different segment other that higher income to increase your customer base?
Since the higher segment may find it affordable to purchase your products in tandem with its quality but not
many of them will keep purchasing.
c) What if you expand your store into another location near residential settings other than commercial?

5) Measurement Questions
a) Who are your target customers?
The high-income group and the higher-end of the middle-income group are our target customers.
b) What was your criterion in choosing the locations of your stores?
Rent was the main criteria. We chose to establish our stores in locations that are reasonably commercial in
nature with reasonable rental rates.
c) Is your price higher/lower than other supermarkets and local stores?
 Product prices are a little above the average local prices. But then they are reasonable in comparison to the
quality of products it offers.
d) How was the consumer response towards your pricing strategy?
In the initial months of the chain’s establishment, pricing didn’t seem as a hindrance.
e) Who are your competitors?
f) What are the type products you sell?
g) What were your earnings to date?
h) How much capital you have to be able to invest in other promotional activities?