Identifying key customer value elements of target business customers in Delhi, India
Singh, Davender Pal (2023)
2023
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023101727671
https://urn.fi/URN:NBN:fi:amk-2023101727671
Tiivistelmä
The entry decision into a foreign market involves research and decision making. How the target customer group will respond to the key value elements offered by a product or service is a crucial step for research to decide an effective marketing communication.
The main objective of this thesis is to identify the key customer value elements preferred by the target business customers in Delhi, India for the ISKU+ antimicrobial furniture offered by ISKU. ISKU is a Finnish furniture manufacturing company located in Lahti, Finland. The attempt is to identify the preferences of the primary schools of Delhi, India while purchasing furniture for their school. The identified key customer value elements were then used to create a sales presentation to tell the value story communicating these value elements of ISKU+ antimicrobial furniture.
The theoretical part is where all the theories and literature are reviewed, which are relevant to empirical part, which is presented in a later chapter. Theoretical part follows a brief description of target furniture market, which is Indian furniture market and case company ISKU.
The result of conducted research indicates that the key value elements of ISKU+ anti-microbial furniture preferred by the primary schools of Delhi, India are mainly antimicrobial features, quality, durability, ergonomic features, financing facilities, spatial and interior design services, installation services, ethical and environment friendly company, and strict environment requirement for material.
Finally, suggestions are made to ISKU about the key customer value elements preferred by target customers in Delhi, India for making effective marketing communication while targeting this customer segment.
The main objective of this thesis is to identify the key customer value elements preferred by the target business customers in Delhi, India for the ISKU+ antimicrobial furniture offered by ISKU. ISKU is a Finnish furniture manufacturing company located in Lahti, Finland. The attempt is to identify the preferences of the primary schools of Delhi, India while purchasing furniture for their school. The identified key customer value elements were then used to create a sales presentation to tell the value story communicating these value elements of ISKU+ antimicrobial furniture.
The theoretical part is where all the theories and literature are reviewed, which are relevant to empirical part, which is presented in a later chapter. Theoretical part follows a brief description of target furniture market, which is Indian furniture market and case company ISKU.
The result of conducted research indicates that the key value elements of ISKU+ anti-microbial furniture preferred by the primary schools of Delhi, India are mainly antimicrobial features, quality, durability, ergonomic features, financing facilities, spatial and interior design services, installation services, ethical and environment friendly company, and strict environment requirement for material.
Finally, suggestions are made to ISKU about the key customer value elements preferred by target customers in Delhi, India for making effective marketing communication while targeting this customer segment.