Quantitative Study on Pricing Strategy of Asian grocery stores in Dublin and their effects on Customer Segmentation due to increase in demand

PURPOSE – The research aim is to study the pricing strategies used in Asian grocery stores in Dublin and their effects on customer segment based on the demand for products. ORIGINALITY/VALUE There is significant importance to prices in the retail industry, as the demand from consumers increases then prices for products are also altered or increase in order to increase sale. Customer satisfaction is also main concern for grocery stores; thus, there has been earlier literature based on this research work. Similar work is being carried out by earlier literature on supermarkets and convenience stores, but there is no research-based on Asian grocery stores in Dublin. Focusing on the particular customer segment, main aim of the research is to study the pricing strategies used in Asian grocery stores and, also to study its effects on customer segment. In a context of increasing demand for Asian products, cost is also analyzed in different Asian grocery stores to specify the standard varying cost used by these stores on weekly basis. DESIGN/METHODOLOGY/APPROACH The study is based on data collected through surveys done by structured questionnaire; samples were the responses collected from the customers that shop in Asian grocery stores once in a week. Secondly for analysis of varying cost, weekly data of prices were collected from Asian grocery stores on five products that were in demand. These products were selected based on earlier survey and responses obtained from them. This is purely quantitative study based on deductive approach. Thus, in order to conduct this research surveys were considered as the important medium, so that proper data gets collected. FINDINGS Outcome of this quantitative research is different types of strategies used by Asian grocery stores and their effect on customers, an impact of these strategies on their monthly budget. Secondly the price difference in each store on weekly basis, that is price variation due to various strategies used by grocery stores and its effect on customer segment