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Retail Sales Decline Analysis

The document describes a conversation between a decision maker (DM) at a retail store called Pantaloons and a market research consultant (MR) about a recent decline in Pantaloons' sales and market share. Through their discussion, the MR identifies the marketing research problem (MRP) as determining Pantaloons' relative strengths and weaknesses compared to competitors in terms of factors that influence customer patronage of the store.

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319 views2 pages

Retail Sales Decline Analysis

The document describes a conversation between a decision maker (DM) at a retail store called Pantaloons and a market research consultant (MR) about a recent decline in Pantaloons' sales and market share. Through their discussion, the MR identifies the marketing research problem (MRP) as determining Pantaloons' relative strengths and weaknesses compared to competitors in terms of factors that influence customer patronage of the store.

Uploaded by

param.shah21
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Indian Institute of Management Bangalore

Research for Marketing Decisions

PGP, Term IV (2022-2023)

Management Decision Problem (MDP) and Marketing Research Problem (MRP)


(A conversation between a decision maker and a MR consultant leads to MDP and MRP)

Decision Maker (DM) of the retail store Pantaloons: We have seen a decline in the sales and
market share.
Market Research Consultant (MR): When did you see it?
DM: Last quarter.
MR: Can you guess any possible reason behind this decline?
DM: May be due to high price of our products.
MR: What about competitions?
DM: I suspect we are better than competition on some factors and worse than them on others.
MR: How do the customers view your store?
DM: I think most of them view it positively, although we may have a weak area or two.
MR:………………………… (Continue…)
DM:…………………………… (Continue…)

After a series of dialogues with the DM and MR, review of secondary data, talking to
customers, talking to other stakeholders, the MR identified the MRP as follows:

Symptom: Decline in sales and market share.


MDP: What should be done to improve the Patronage of Store?
MRP: Determine the relative strengths and weakness of the store vis-à-vis other major
competitors with respect to factors that influence store patronage.

Step 1: Problem Definition: Symptoms →MDP→MRP.

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