Consumer Membership Evaluation for an Indian Department Store Chain

Requirement

A leading department store chain in India wanted to evaluate the performance of their membership plan in three cities in India (Navi Mumbai, Mumbai & Hyderabad).

Approach

A brief quantitative survey was carried out at all three locations to identify the number of consumers who opted for the membership plan and how often they shop at the store. For this study spanning two weeks, 1400 people who visited the store were interviewed face to face. The respondents were chosen at random during weekdays and weekends both. The analysis was done based on age, gender and income.

Result

This study indicated a comparison between membership holders and non-holders for frequency of purchase and which store out of the three was performing better in terms of the membership plan.