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Social shopping at Goel Stores: forging ahead through the use of social media

Anagha Shukre (Department of Marketing, Symbiosis Centre for Management Studies, Noida (a constituent of Symbiosis International University, Pune), Delhi/NCR, India)
Naresh Verma (Department of Corporate Communications, IVRCL Ltd, Hyderabad, India)

Publication date: 14 July 2022

Issue publication date: 25 August 2022

Abstract

Research methodology

The case study is based on field research and also on secondary data. A primary survey is included in the case study. Simple frequency and factor analysis as statistical tools have been used.

Case overview/synopsis

Family businesses, like that of Kiran Rai’s, owning a local Mom and Pop store in an emerging city were faced with a serious problem of sustaining their businesses. These family businesses countered immense competition from: their own types, i.e. from other local Mom and Pop stores within the same cities; online stores; and the organised stores.The choice of the customers to buy goods from the neighbourhood shops has remained largely as an age-old tradition in the households. With the millennials and the Generation Z (Gen Z) exposed to an array of brands, can they become the first choice of young customers for shopping for all kinds of products and varieties? Can the local Mom and Pop stores spread their wings across the young generations, particularly the Millennials and Gen Z through inexpensive social media channels? What are their growth options? How can the social media serve this purpose? The case uses the social cognition theory and the use gratification theory to throw light on the new concept of Social Shopping.

Complexity academic level

The case is meant to be discussed in courses like Fundamentals of Marketing, Digital Marketing and Retail Marketing in a 90-min session in the Post Graduate as well as in the Working Executives’ Management programmes. The case analysis will expose the students to the use of social media and its benefits to the small businesses. The students will also be able to analyse and understand the different types of Online Consumers’ Shopping Personalities. This would enable them to strategize for different stages in the decision-making processes.

Keywords

Acknowledgements

Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision making. The author/s may have disguised names; financial and other recognizable information to protect confidentiality.

Citation

Shukre, A. and Verma, N. (2022), "Social shopping at Goel Stores: forging ahead through the use of social media", , Vol. 18 No. 5, pp. 802-834. https://doi.org/10.1108/TCJ-11-2020-0170

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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