Purpose: This study encompasses four cases pertaining to furniture manufacturing industry in India. Manufacturing is essential for our nation and hence four companies are studied namely: Spacewood Pvt. Ltd, Choice Furntech LLP, Stanley Lifestyles Ltd, and VK Sofa Makers Pvt.Ltd. There are few similarities and associations with all four of these companies. This study also uncovers various aspects of minute details related to furniture pricing, customization, and unique selling proposition via segmentation/segments that they are operating in. The companies that are in study are basically seasoned and very strong fundamentally and operationally. Design/Methodology/Approach: Observations and interactions/interviews with employees of all the four companies along with online databases were studied for finding similarities and dissimilarities in certain key variables and bring out the best variables/ practices that could be replicated by others. Findings/ Results: This case study reviews the current situation of various customization processes through multiple variables in furniture manufacturing companies in India and the data is collected from interaction with employees, vendors, customers, company websites, scholarly literature, and internet sources for results that could have far reaching implications when compared to others abroad. Originality: It is a study to find commonality or similarity[s] among these four companies with reference to VK Sofa makers for any future entrepreneurs to have a sustainable/ implementable business model that can grow rapidly by customization and superior service quality. Type of Paper: Case Study based research analysis for knowing similarities among dissimilar companies of a same industry as well as to know the dissimilarities of similar nature companies in a given market space; hence the science and art of running these companies is the basis for this case study.
Purpose: Many successful businesses in India were less documented; hence this is an attempt to create a document of a company started by a young entrepreneur in Mangalore with a determination to create jobs for himself and others; documenting is an essential process for others to learn and understand and hence this analysis of VK Sofa makers is an attempt as a case study document for anyone and everyone who wishes to know in-depth about the company process. Similar case studies have been studied on young entrepreneurs, to know various types of entrepreneurs; therefore, it is critical to understand the process followed by departments as a Manu-Retailer organization, from manufacturing to selling, a value chain that generates customer value and a great business. Retail is a competitive business and needs to be managed and modified as per the seasons and customer needs; therefore, the purpose is to know; the depth of this mastery by the team over the years' Manufacturing is a challenge and a, strength in terms of standardization in sofa making; hence can Indian Companies like VK sofa makers export like other nations like Africa, Bangladesh, Sri Lanka, and many more nations. Keep global customer needs in mind as customization; for Global markets where requirements are unique: foldable sofas, metal sofas, garden sofas. Marketing both online and offline, channelizing the marketing and sales effort would be the key; pure leather sofas for business or just pleasure or daily use at home or office made. Hence can, VK Sofa Makers; make sofas'; that can be shaped and be user-friendly, as well as a match; the needs of business travelers who stay in Hotels for business, touring, and just sightseeing. Are the VK sofa products designed ergonomically, and how best can they be further customized along with metal or garden furniture is also being analyzed. Hence the purpose is to study- VK Sofa Makers is in-depth with a comparative study of enterprises; that are similar across the markets. Design/Methodology/ Approach: The approach followed in making this case study was observations of the processes followed, speaking to various employees, vendors, and the owner himself. Open questions were asked to many of them, either directly or indirectly, involved in sofa- the making process. Findings/ Results: It has been seen and learned; that the model is a replicable model by any person who garners and attempts the same kind of effort, results are to be achieved; in the process. Originality: This is a first attempt to study VK Sofa Makers; as a case study; that is not known to the academic world, as well as the world in general. The research scholar; has put- in efforts to make sure the saga of success is- spread; for the greater glory of such business models that could be; replicated in other areas of products or services. Paper Type: Case study method of understanding customization process at VK Sofa makers.
Purpose: Consumers’ when getting into a store; behaviour is critical; to be observed-and to understand their perception of products that they are eager to buy. When customers look at products, in general, as they walk through the retail outlet, their perception gets influenced due to various factors like atmospherics and visual merchandising, sales executives, price display offers, and many more. This interesting; study leads us to understand what would work and what needs improvement. A customer would buy based on the influence that he is subjected- to through various mediums of impact created in an outlet like lights, music, air conditioning, product feel, and many more or through digital media. Hence this article synthesizes; many years of scholarly research on consumer perception published in a few of the leading journals in this field; globally. Design/ Methodology/ Approach: Buying products from a store is a dynamic process involving individuals and families; therefore, the cornerstone of purchase is to buy the best value product at a cost that matches the value the product delivers. The base of creating a good customer relationship is on the present value and the future value and longevity of a product that customers utilize and enjoy. This literature synthesis is- undertaken; to uncover various aspects that pull a customer to a multi-product store via digital marketing applications or conventional marketing processes. Expectations created by the digital marketing team vs. reality in the store create better bondage with the store team therefore and the perception towards the store changes with time and the product satisfaction that he derives. Findings/ Results: This literature synthesis establishes that the concept of customer perception is highly personalized as each one tends to perceive differently based on their age, gender, qualification, religious beliefs, cognitive as well as social and cultural background. Their perception of positive thoughts and negative feelings is, observed while handling products. The research gap and the identified agenda for further synthesis were distinct and assessed using the most valuable ABCD structures. Accordingly, the literature investigation findings are synthesized and analyzed by submitting recommendations for creating a wide-ranging research agenda about customer perception in the Indian Retail market. Originality: This is to understand how individuals and families behave when they visit a store. An attempt by the author to further enhance these studies for a doctoral thesis presents an attempt to learn and explore what actions and behaviours lead to a purchase of a furniture product by a customer. If these; cues; could be found from a large segment of customers, then it would be easy to create an environment of conducive signs that lead to a close of a sale[s]. Paper Type: Literature Review
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