Customer Centric Business Modeling Ccbm Marketing Essay

Retailing is the most active and attractive sector in India and this extremely emerging market is witnessing a important alteration in its theoretical accounts and growing form.

The Indian retail industry is divided into organized and unorganised sector. Organized retailing refers to trading activities undertaken by accredited retail merchants that are those who are registered for gross revenues revenue enhancement, income revenue enhancement etc. These include the corporate-backed hypermarkets and retail ironss, and the in private owned big retail concerns. Unorganized retail on the other manus refers to the traditional format of low-priced retailing, for illustration the local kirana stores, general shops, convenience shops etc. India ‘s retail sector is have oning new apparels with a terrific growing rate in last 1-2 decennaries. Retail is the fastest turning sector in Indian economic system. India is undergoing a retail revolution from the unorganised to the organized sector after liberalising its retail sector and leting FDI in this sector. There are now more modern and popular retail formats such as hypermarkets, supermarkets and promenades turning at a rapid gait in India.

The last 3-4 old ages have witnessed the entry of a figure of organized retail merchants opening shops in assorted modern formats in tubes and other of import metropoliss. Still, the overall portion of organized retailing in entire retail concern has remained low, a mere 4-6 % about. The Indian retail market is estimated at US $ 470 billion in 2011, accounting for I? 35 % of GDP and is expected to turn US $ 675 billion by 2016 at a CAGR of 7.5 % ( Nangia, Technopack-2011 ) .


Till today really few organized retail merchants have been able to understand the market kineticss and merely those few are able to prolong the concern. Understanding the clients need, want and demand is the key for modern organized retail merchants. The ground for heavy loss or less net income in instance of organized retailing is deficient market information.

There is a class of purchasers, those who do non necessitate any price reduction or promotional activity or like that, we merely necessitate to provide & amp ; handle them as a premium or particular client from the really thought about the merchandise, manner, packaging, pricing, presenting, atmosphere etc & A ; at the same clip there are clients those who are more concerned about the value that they are acquiring for what they pay. That is why it becomes rather difficult for organized retail endeavors to find and implement a successful and efficient concern theoretical account. A perfect concern theoretical account for organized retailing is still in evolutionary phase.

In this context it is really hard to get the better of the quandary of choosing a specific offering among: –

“ Differentiated service ” theoretical account – Designed to pull and retain the most profitable client sections ( High-end clients )

Improve client profitableness by constructing a “ High volume-Low cost ” theoretical account.

For anyone to win in this cut-throat competition, one needs to cognize his concern, his client absolutely, for him to give a better service/ merchandise.

The likely grounds doing job for organized retailing in India are

1. Every one tried to acquire into the race with weak or no scheme.

2. Fring Focus half manner. To do net income faster, a batch of unseasoned and tried theoretical accounts and

procedures are rapidly adopted indiscriminately.

3. Business theoretical account, shop formats and ware mix are being experimented excessively often

without making due diligence.

4. Sufficient clip is non allocated in planning and the retail undertakings are executed in a haste.

5. Finally, constructs brought from West or developed states are modified un scientifically

and forced into operation.

The success or failure of organized retailing depends upon a good concern theoretical account and at that place has to be a gloss of the shop format besides.

The key to be successful in this extremely altering epoch is invention, and it is same for the instance of retailing besides. The shopping experience of the client which is considered the most of import facet for the success of a retail shop is wholly dependent on invention ( Mohanty & A ; Sikaria 2011 ) .

Understanding clients ‘ behaviour and doing determination has become important and disputing for sellers to prolong in the competitory market. Manufacturers and retail merchants strive to understand consumer purchasing wonts including the mean list of points found in client ‘s shopping baskets during each visit. This allows retail merchants to custom-make merchandise mixture, selling schemes, in-store selling, pricing and publicities to better run into consumer demands.

Market basket analysis identifies clients buying wonts. It provides insight into the combination of merchandises within a client ‘s basket. Developing the apprehension of combinations, purchase sequence and association of merchandises in shopping basket enables concerns to advance their most profitable merchandises. It can besides promote clients to purchase points that might hold otherwise been overlooked or missed.

The market basket/shopping basket informations can be used and analyzed for an enhanced ‘Sopping Basket Management ( SBM ) ‘ , which can supply the potency of increased net income to the retail merchant every bit good as uphold clients ‘ excitement.

Retailers need to understand the importance and power of ‘Sopping Basket Management ( SBM ) ‘ , client battle schemes and advanced concern theoretical accounts for making and prolonging competitory advantage.A A concern theoretical account articulates how an organisation creates value for its clients and appropriates value from its markets ( Sorecsu et al 2011 ) . For retail merchants, it entails doing picks with regard to the manner in which activities are organized ( retail format ) , the type of activities that are executed, and the degree of engagement of histrions involved in executing these activities. As markets are progressively characterized by unrelenting alteration, intensifying client outlooks and intense competition, a thorough apprehension of the effectivity of the house ‘s concern theoretical account is really of import.


In India, there is a demand to travel in for a survey to place the winning format ( Jhamb & A ; Kiran 2012 ) and besides the winning concern theoretical account suited the different sections and penchants of consumers for assorted goods/services from emerging modern retail formats. To heighten value creative activity, bringing and appropriation beyond traditional methods, organized retail merchants need to construct “ Customer Centric Business Models ( CCBM ) ” .

The aim of this research is

To analyze and analyse the modern retail formats in India ( Particular mention to Odisha ) .

To analyze client shopping behaviour and the associated situational factors related to organized retailing in India ( Particular mention to major metropoliss of Odisha ) .

To place the determiners of retail trueness of Odisha ‘s consumers.

To look into whether there is any difference in consumer gustatory sensation, penchant and behaviour in different parts of the East Indian province Odisha.

To understand the effectivity of Store Associate-Customer interaction.

To measure the spread between consumer outlooks and retail shop public presentation with regard to desirable properties of the selected retail ironss, and

To explicate a “ Customer centric concern theoretical account ” which can efficaciously function the mark clients every bit good as the bing and prospective participants of this sector so as to execute smooth and successful organized retail operations with much satisfactory offerings.

The survey is focused on the province of Odisha ( The hottest FDI finish of India ) geographically located in the eastern portion of the state. The range of the survey is limited to the province of Odisha, as the aggregation of primary informations is confined to organized retail ironss runing in the country of ‘Mass Merchandise ‘ and ‘General Merchandise & A ; Apparel ( GM & A ; A ) ‘ in major metropoliss of Odisha.


To carry through the aim of the survey and to pull the cardinal illations, aggregation and survey of available published literature is to be done and primary every bit good as secondary informations have to be collected and analyzed. To analyse the modern retail formats, clients shopping behaviour and other client fulfilling situational factors, forces working in different managerial degrees of organized retail outlets/malls runing in major metropoliss of Odisha ( Bhubaneswar, Cuttack, Berhampur, Sambalpur and Rourkela ) every bit good as clients of geographically related/connected countries are to be interviewed.

The logic behind choosing the major metropoliss of Odisha for primary informations can be justified by the statement that due to high migration rate from different territory of the province to the major metropoliss because outgrowth of major metropoliss of Odisha as educational hubs, makes the major metropoliss representative of the province.

For the rest portion of the province secondary informations published by different research institutions/organizations is to be considered.

The information collected shall be analyzed with the aid of package bundles like SPSS and shall be interpreted. The likely quantitative methods to be used in this analysis are Multivariate Analysis, Meta Analysis and besides some other tools as required.


The success of many retail merchants across the universe and the failure of others can be attributed to one major facet – how good has a retail merchant changed its organisation to go client centric, by roll uping and analysing client informations and doing schemes based on penetrations gleaned from the informations.

What distinguishes client centric organisations from others is their client focal point. Their full operating system is around clients, increasing client satisfaction and their ain profitableness with efficiency. The regulations, policies or concern theoretical accounts that need to be set sing all the four/seven P ‘s of selling should be harmonizing to the demands, wants, wants and demand of the mark clients and that is a “ Customer centric concern theoretical account ” which is extremely required for this emerging and extremely possible organized retail sector.

Therefore Customer centricity in organized retailing will offer higher satisfaction to the clients and will assist in creative activity and keeping of clients along with efficiency and success to the bing participants, the new entrants and to the prospective 1s.