REASON FOR LOSING THE CUSTOMER

BASE OF SHEESHA PRIVATE LIMITED

Marketing Research

Mohamed Lisaam
A295425
BBM – Batch 08
CONTENTS
• Introduction
• Problem Definition
• Research Question
• Sampling Method
• Methods of Analyzing the Data
• Hypothetical Findings & Limitations of Study
• Costs Involved
• Time Schedule
• Conclusion
• Reference
INTRODUCTION
• On November 3, 1987, Mr. Ahmed Hassan Manik, the eldest of the
three shareholding brothers, founded and established Sheesha as a
shop importing clothes.
• Became Honda's sole authorized distributor in the Maldives on 20th
January 1997 and began importing motorcycles and power products
from Honda.
• Sheesha has service centers in Male’, Hulhumale’, Kulhudhuffushi,
Fuvahmulah and Addu City.
PROBLEM DEFINITION
• Complains from the customers over the years since prices of services
provided by Sheesha private limited has gone much higher than
customers can afford.
• The company is losing many customers who were loyal to the
company.
• Many customers are changing the brand leaving SHEESHA behind.
• This deduction to the customer base of the company effecting its
profits.
RESEARCH QUESTION
• For the purpose one this research we will be taking only one question
to investigation.
• Higher prices for servicing the vehicles in SHEESHA services centers
are making the customers go for other garages to service their
vehicles.
• The price rates of Sheesha service centers will be compared with price
rates for similar services from other automobile service centers
throughout the island.
SAMPLING METHOD
Research Method
• Our research will be based on the quantitative aspect of the study.
• The study will be conducted through the survey questionnaires purely containing close ended
questions.
• The questions will be asked to the customers by using interviewers who will fill the questionnaires.
• Two different garages will be selected for the data collection.
• Repetition of collecting data from same person eliminated by noting the registration number of
each vehicle in the survey questionnaire.
Sample
• Samples for the survey will be taken from 100 customers with Honda brand vehicles who go for
receiving services from garages.
• Data will be collected through interviewers to increase reliability of data collected. (eliminating the
chance for people who use vehicles from other brands to fill the questionnaires.)
METHOD OF ANALYZING THE DATA
• Validate the collected data to check if the data collection was done as
per the pre-set standards and without any bias.
• As study focusses on quantitative aspect, Descriptive statistical
methods will be used to analyse the data.
• Mean and frequency as the method for analyzing the data to make any
pattern between the reason for customers to choose automobile
garages to service their products instead of Sheesha service centers.
HYPOTHETICAL FINDINGS AND
LIMITATIONS OF THE STUDY
Hypothetical Findings
•  If pricing strategies of Sheesha is found to be the main reason for
losing customers, pricing strategies of the company can be modified to
regain the trust of the customer base.
• Make customers believe that the prices taken for the services is equal
to the type of service and the quality of services provided.
• If there is no pattern between customer behavior and the prices,
changes can be recommend to service centers to attract maximum
number of customers and maintain them.
HYPOTHETICAL FINDINGS AND
LIMITATIONS OF THE STUDY
Limitations of The Study

• Subjective or Biased Result: The impact of personal value, bias, perceptions, needs
and other socio-cultural factors adversely affect the research's objectivity.
• Effect of Extraneous Factors: Extraneous means external and uncontrollable factors.
Due to impact of such factors, the actual impact of the factor taken to investigation
cannot be estimated.
• Small sample size: Compared to the population size using honda products only 100
samples were taken for the study.
• Short period of time: The time for the whole research is 1 month. This is very short
period of time for collecting the data and analyzing them. (The interviewers may
collect data that doesn’t fit to the pre-set standards.)
COSTS INVOLVED
• The survey (collecting date process) is estimated to take a minimum of
5 days to complete.
• For the purpose of this research there is no much cost involved. The
estimated budget to conduct this research is about MVR 10000.
• The main areas where the money is spent are the wages research
assistants, the food for the assistants during the study, cost of printing
the questionnaires, other materials needed for analyzing the data
collected for the research.
TIME SCHEDULE
• The following table shows the time schedule for the research. The research will be
taking a total of 1 month to complete.
• Some tasks of the research are already completed and some tasks need to be completed
in the future as per request of the company. The steps for the research is as follows.
CONCLUSION
• This is a research conducted to identify the reasons why customers who own Honda brand
vehicles choose to service their vehicles from automobile garages rather than Sheesha
service centers.
• for the purpose of this research we will be taking “price” as the factor causing customers
choose other service centers other than Sheesha.
• The research objective, “Higher prices for servicing the vehicles in Sheesha services centers
are making the customers go for other garages to service their vehicles” was taken as the
base for the research.
• To conduct the research, the quantitative aspect of the research was chosen with interviewer
based questionnaires to collect data.
• The outcome of this research will help Sheesha to understand the reason why they are losing
their customers. Also it will help them to choose proper pricing strategies and bring
modifications to their operations to attract more customers and maintain the customer base.
REFERENCE
• Belin, A. (2017, June 20). Challenges In Writing Research Proposal In Marketing.
Retrieved from www.writersperhour.com: https://
writersperhour.com/blog/challenges-writing-research-proposal-in-marketing
• HannahSnyder. (2019). Literature review as a research methodology: An overview and
guidelines. Journal of Business Research, Volume 104, Page 333-339.
• Khan, M. (2015). Designing stratified sampling in economic and business surveys.
Journal of Applied Statistics , Pages 2080-2099.
• McCombes, S. (2019, September 19). How to write a research proposal. Retrieved
from www.scribbr.com/: https://www.scribbr.com/research-process/research-proposal/
• Melanie. (2017, October 13). How Your Pricing Strategy Affects Customer Satisfaction.
Retrieved from www.unleashedsoftware.com:
https://www.unleashedsoftware.com/blog/pricing-strategy-affects-customer-satisfaction