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Retailing Assignment1 KHAWAR

The multi-attribution model examines how a retailer's qualities and attributes appeal to customers' functional and emotional needs. The document finds that Agha'z SuperMart has a cleaner image, more space between shelves, separate entrance/exit doors, and a wider selection of products. It also has exclusive parking and is better suited for families. Taimooria General Store is cramped with customers and uses the same door for entry and exit. Based on the analysis, Agha

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71 views

Retailing Assignment1 KHAWAR

The multi-attribution model examines how a retailer's qualities and attributes appeal to customers' functional and emotional needs. The document finds that Agha'z SuperMart has a cleaner image, more space between shelves, separate entrance/exit doors, and a wider selection of products. It also has exclusive parking and is better suited for families. Taimooria General Store is cramped with customers and uses the same door for entry and exit. Based on the analysis, Agha

Uploaded by

khawarsher
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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INSTITUTE OF BUSINESS ADMINISTRATION

Multi Attribution Model


A comparison of attribute of retailers Aghaz SuperMart and Taimooria General Store on Allama Shabir Ahmed Usmani Road.

Subject: Retailing Submitted to: Adnan Hussain Submitted by: Khawar Ali Sher ERP ID : 05003

Multi Attribution model:


The multi attribution model delineates the qualities and attributes a retailer can develop to entice the consumers natural as well as hedonic needs. The degree to which the attribution model coincides with the consideration set of the consumer is directly proportional to the likely hood that the consumer will develop a positive perception of the retailer, and will also head to the same retailer for future purchases. For the purpose of studying the multi attribution model in practical application a simple comparison of two local retailers was done. A brief description of both of them is given below with some representation providing explanation as to how the various identified attributes are playing a role in consumer decision making.

Aaghaz Super Mart:


This retail store is a new addition to the general market place of Maskan, and from a couple of visits it seems that the name of a famous retailer has been used to make this store. The assortment width and depth is not that rich as of the original Aaghas stores

Taimooria General Store:


On the other hand a simple kiryana store by the name of Taimooria General Store is operating not more than 150 meters from the above mentioned store. This store has a very stacked up atmosphere, they have tried to merge the in-house shopping experience and over the counter facility, but due to lack of space the customers are often cramped for room in the store. The fact that they are using the same door for entereance and exit is also very inconvenient for customers. The attribution model for both the stores is given here under:

Store Characteristics
Cleanliness Congestion Checkout counters Entrance/exit Number of products Fruits and vegetables Ease of finding products

Taimooria General Store


Not a clean impression Lack of standing space Two checkout counters Same door Estimated 500+ Not available, canned local brands Boys help to find products

AghaZ super mart


Overall clean image Space b/w shelves Two checkout counters Separate doors Estimated 700+ Canned products local as well as imported Customers find themselves

Explanation
Aghaz has more space and they present a clean store environment Aghaz has more room Taimooria checkout counters are mismanaged Hassle at enterence of Taimooria Aghaz has more products Taimooria can add exported products and increase width Over the counter feature of Taimooria

Apart from the attributes that I as a customer experienced, there are a number of other factors that were observed about the stores and that also have a performance perception attached with them from the perspective of the customers. A list of these with weightages is given here under: Performance Benefits Parking Space Location Family environment Assortment Economy Total Taimooria General Store Shared parking Near intersection Too much congestion Shorter as compared to Aaghaz Same prices Aghaaz Super Mart Corner building, exclusive parking Away from intersection Fit for family Better as compared to Taimooria Same prices Performance weights /scores 8/5/6 5/4/3 5/2/3 8/7/8 8/7/7 Calculation Taimooria / Aghaz 40 / 48 20 / 15 10 / 15 56 / 64 56 / 56 182 / 198

Therefore in a nutshell the Aghaaz has been able to satisfy the customer in a better way as compared to Taimooria, therefore the management of Taimooria should devote sometime to figure out what improvements need to be made in the store layout and attributed which most appeal to the consumer and can lead to higher number of sales.

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