Business Research Methods Case Study

Case Title:

Krupa Medical Stores – Evaluating its Brand Image using Semantic Differential Scaling

Abstract:
This case study primarily deals with measuring the attitudes of the customers of Krupa Medical Stores towards the store, the location of the store and the availability of drugs in the store. Krupa Medical Stores is one of the famous retail medical stores located in Koti, Hyderabad. Since the store is located in one of the busiest locations in Hyderabad, it enjoyed a huge, loyal customer base. However, the development and the expansion of the city in all directions is posing a major problem for Krupa Medical Stores as the number of customers visiting the store has reduced. Even though the store fulfils most of its customers’ needs, the store’s location has become a major constraint. It is not easily accessible since it is situated in a corner of the city. Since there are many retail medical stores in and around Hyderabad, not everyone comes here to purchase medicines. Worried over this issue, the owner, Ravi Bhaskar approached a research consultant who used Semantic Differential Scale in order to measure the brand value of Krupa Medical Stores through measuring the attitude of its customers towards the store and its brand image.

Pedagogical Objectives:

• To analyse the scales in measurement
• To understand Semantic Differential Scaling.

Keywords : Semantic Scale, Semantac Differential Scale, Customer, Scales in Measurement, Evaluation, Potency, Activity, Scale, Customer Satisfaction

Contents:

• Introduction
• Suggested Questions for Discussion