International Journal of Marketing and Business Communication

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Positioning of Vishal Mega Mart, a Hypermarket and its Consumer Preferences through the Implementation of Multi Dimensional Scaling, Factor and Conjoint Analysis w.r.t. Delhi Market


Affiliations
1 Assistant Professor, Department of Fashion Management Studies, National Institute of Fashion Technology, Ministry of Textiles, Govt. of India, Kolkata, West Bengal, India
2 Batch 2012-2014, Department of Fashion Management Studies, National Institute of Fashion Technology, Ministry of Textiles, Govt. of India, Kolkata, West Bengal, India
     

   Subscribe/Renew Journal


This research study was done mainly aiming to evaluate the positioning of Vishal Mega Mart, one of the successful hypermarkets in India based on similarity and dissimilarity model of multi-dimensional scaling to plot a relevant perceptual map. It was inferred from the study that Vishal Mega Mart is perceived to be similar to Big Bazaar in terms of transparency and value for money. In terms of a shopping convenience, it is similar to Spencer’s. Two dimensions which were deduced were: Dimension 1: x represents high shopping convenience and x’ represents low shopping convenience and Dimension 2: y represents superior transparency and money value and y’ represents inferior transparency and value for money. After that exploratory factor analysis was implemented on certain chosen parameters, based on what Vishal do it’s positioning in the market, to extract the most important factors which influences the consumer preferences based on highest factor loading. After implementing factor analysis, from the total of 15 components/variables, 6 factors were extracted. The factors were churned to shopping convenience, Transparency and money value, customer centric, delivery and reliability, essentials and deals for fresh and trendy products. Three product attributes were selected on basis of factor loadings to create various combinations of product offerings. Conjoint analysis was executed to identify the combinations with highest utility value to the customers. From the simulation, it was found out in the study that the market offering with profile of high variety, low price and high quality was what customers of Vishal preferred most from the different combinations of variety, price and quality.

Keywords

Positioning, Hypermarket, Factor Analysis, Multi-Dimensional Scaling, Conjoint Analysis.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Chandrsekar, K. (2010). Marketing management. Tata McGraw-Hill.

  • Easwaran, S., & Singh, S. J. (2010). Marketing research-concepts, practices and cases (11th ed.). Oxford: Oxford University Press.

  • Fill, C. (2002). Marketing communications: Contents, strategys & opportunities. Upper Saddle River, NJ: Prentcise Hall.

  • Gupta, O. (2005). Advertising in India: Trends and impact. Gyan Publishing House.

  • Gupta, P., Jain, R. K., & Dhar, U. (2007). Enhancing enterprise competitiveness. New Delhi: Allied Publishers.

  • Hankinson, G., & Cowking, P. (1993). Branding in action: Cases and strategies for profitable brand management. London and New York, NY: McGraw-Hill.

  • Jobber, D. (2001). Principles & practice of marketing . London: McGraw Hills Ltd.

  • Kapferer, J. (1997). Strategic brand managemengt. London: Kogan Pages.

  • Kothari, C. R. (2004). Research methodology-methods & techniques (2nd ed.). New Delhi: New Age International.

  • Lamb, C., Hair, J., & McDaniel, C. (2014). Principles of marketing. Diane Publishing.

  • Madan, K. (2009). Fundamentals of retailing. Tata McGraw-Hill Education.

  • Malhotra, N. (1999). Marketing research: An applied orientation (5th ed.). Pearson Education.

  • Marsden, P. (2002). Brand positioning. Intelligence & Planning.

  • Mazumdar, R. (1991). Marketing research: Text, applications and case studies. New Delhi: New Age International (P) Ltd. Publishers.

  • Mehrotra, N. (2007). Indian retail sector. New Delhi: ICFAI Books.

  • Nargundkar, R. (2004). Marketing research-text and cases (2nd ed.). Tata McGraw Hill.

  • Ries, A., & Trout, J. (1985). Brand positioning. McGraw Hill.

  • Sinha, P. (2004). Using transaction utility approach for retail format decision. Ahmadabad: Indian Institute of Management.

  • Upsaw, L. (1995). Building brand identity: A strategy for success in hostile marketing place. New York: John Witney & sons.

  • Vishal Megamart_TPG. (2014). Retrieved 2015, from http://www.myvishal.com/


Abstract Views: 270

PDF Views: 0




  • Positioning of Vishal Mega Mart, a Hypermarket and its Consumer Preferences through the Implementation of Multi Dimensional Scaling, Factor and Conjoint Analysis w.r.t. Delhi Market

Abstract Views: 270  |  PDF Views: 0

Authors

Sougata Banerjee
Assistant Professor, Department of Fashion Management Studies, National Institute of Fashion Technology, Ministry of Textiles, Govt. of India, Kolkata, West Bengal, India
Mohsin Aziz Baba
Batch 2012-2014, Department of Fashion Management Studies, National Institute of Fashion Technology, Ministry of Textiles, Govt. of India, Kolkata, West Bengal, India

Abstract


This research study was done mainly aiming to evaluate the positioning of Vishal Mega Mart, one of the successful hypermarkets in India based on similarity and dissimilarity model of multi-dimensional scaling to plot a relevant perceptual map. It was inferred from the study that Vishal Mega Mart is perceived to be similar to Big Bazaar in terms of transparency and value for money. In terms of a shopping convenience, it is similar to Spencer’s. Two dimensions which were deduced were: Dimension 1: x represents high shopping convenience and x’ represents low shopping convenience and Dimension 2: y represents superior transparency and money value and y’ represents inferior transparency and value for money. After that exploratory factor analysis was implemented on certain chosen parameters, based on what Vishal do it’s positioning in the market, to extract the most important factors which influences the consumer preferences based on highest factor loading. After implementing factor analysis, from the total of 15 components/variables, 6 factors were extracted. The factors were churned to shopping convenience, Transparency and money value, customer centric, delivery and reliability, essentials and deals for fresh and trendy products. Three product attributes were selected on basis of factor loadings to create various combinations of product offerings. Conjoint analysis was executed to identify the combinations with highest utility value to the customers. From the simulation, it was found out in the study that the market offering with profile of high variety, low price and high quality was what customers of Vishal preferred most from the different combinations of variety, price and quality.

Keywords


Positioning, Hypermarket, Factor Analysis, Multi-Dimensional Scaling, Conjoint Analysis.

References