Indian Book Retail Industry Essay

The Indian book retail industry is estimated to be over Rs 3. 000 crore. out of which organised retail histories for merely 7 per cent. The industry is expected to turn by about 15 per cent a twelvemonth. Book retail contributes merely about 1 per cent to the overall retail industry. Text and course of study books account for approximately 50 per cent of the gross revenues. Second-hand books are besides a large ball of the book retail market.

In the past few old ages. several big format book shop ironss have come up. such as Landmark. Crossword and Om Book Shop etc.More than 75 per cent shops of these big ironss are in top eight metropoliss.

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These Organized Book retail merchants are concentrating on improved client experience. Many book shops have besides introduced java stores and supply a library-like ambiance where clients can sit and read. while sipping java. Besides this on-line channel is besides important with participants like Flipkart. Indiaplaza. Infibeam etc.

With the printed word considered an endangered species in much of a quickly digitizing universe. India now represents one of the best book markets in the universe.“There has decidedly been a immense leap in the size of the industry in footings of book gross revenues and the figure of books being published. ” said Mita Kapur. the laminitis of Siyahi. a literary bureau. who says the figure of books published in English is turning by 30 per centum a twelvemonth. Vikrant Mathur.

associate manager of Nielsen Book. India. said the volume of book gross revenues grew by 45 per centum during the first half of 2011. For the full twelvemonth.

Nielsen. a planetary information supplier. documented English-language book gross revenues of 3. 28 billion rupees – about $ 62 million – from more than 12 million books sold.And that is likely merely a fraction of true entire gross revenues. since Nielsen merely measures about 35 per centum of the entire market.

“Where physical books are concerned India right now is a really. really large market. ” said Priyanka Malhotra. manager of Full Circle Publications. “There is a whole younger coevals coming up from BPOs who are get downing to read in English. which is where a batch of new demand is coming from. ” Online retail have besides spurred growing in the industry.

To sum up India’s book retail industry is loosely divided into 3 sectors: 1.Organized 2. Unorganized 3. Online The organized sector has large names such as: crosswords. OM book store. landmark etc to call a few.

On the other manus unorganised sector is immense and extremely disconnected. with stores crossing from local book shops to route side book hovels to red light book Sellerss etc. This sector is besides filled with buccaneering and pirated transcripts of original books ( which is a serious menace to the gross revenues of organized sector ) Online sector is the newest of them all and has merely started to takeoff in gross revenues since last 3-4 old ages.

The major advantage of such a format is the broad assortment of offerings under one roof and easiness of entree for the users. Thus this is the fastest turning sector among all of them. The outstanding participants in this class are Flipkart. com. Infibeam.

com etc. Unorganized sector ( Golden book terminal ) Golden book terminal is a typical book shop among many in the unorganised sector of the india book retail industry.This shop is loacated in the locality of our mark organized sector shop ( OM book store ) i. e. Ber Sarai ( next to IIT ) in south Delhi. As can be seen in the exposure. this is a little store. about 1/10th of the size of om book store and most of the merchandises are available behind the counter.

with lone magazine base placed merely outside the shop.Equally magazines as a class has most no of impulse purchase. On an mean around 50-70 clients come to this book shop. and this torus has a footfall transition of over 85 % which is really high as compared to the organized sector ( OM book store ) .The ground for this behaviour is that most of the merchandises in these sort of stores are behind the counter and it doesn’t provide the luxury to the client to saunter about and hunt and read a book as in the instance of organized sector.

Therefore about all of the clients coming to these stores like aureate book terminal are cognizant of what they want and demand that straight from the store keeper who so searches the book in the store and hands over to the client. Besides holding a smaller country. less assortment of books and behind the counter merchandising. the gross revenues ( in footings of no. of books sold ) is still higher in aureate book terminal as compared to OM book store. The ground for that being: 1.

Availability of educational books. i. e. educational class stuffs and competitory test readying books. These books constitute the bulk of the part of these book stores in unorganised sector. These sort of books.

particularly class stuffs for assorted classs such as MBA. B. Tech. BCA etc. are non available at book shops like OM book store. As they ( Organized ) focal point more on merchandising of novels and leisure read books.2.

Many of the popular stores in unorganised sector offer a installation to convey the old books and interchange them with the new books at a discounted rate or return the old books at a discounted rate in signifier of hard currency return. This is a major ground why monetary value witting in-between category Indian clients prefer unorganised sector over organized sector. 3. Percept in the heads of Indian clients that these little stores will offer the same merchandise at cheaper rate than the organized sector stores. which have flashy insides and immense store floor.

This perceptual experience is true besides upto some extent as these tradesmans in these little stores have the control over their borders and non guided by any company policy ( as in the instance of OM book store ) that means these store keepers can even squash their borders from around 10 % to every bit low as 1-2 % to pull or retain a client by offering them the cheapest deal. Organized sector ( OM BOOK SHOP ) About Om Book Shop Retailer and Publishing House: Om Book Shop is a portion of Om Books International. a taking English linguistic communication trade publishing house in the subcontinent. and is a outstanding participant in the Indian book industries.The book retailing concatenation has a important presence across the Delhi-NCR part. Besides carrying books. films.

magazines and Cadmium ROMs. Om Book Shop is besides a major distributer of books of many taking international imprints. OBI began printing in 1993. Collection: With a strong focal point on kids books and coffee-table books.

the shop has a diverse aggregation including books on Lifestyle. Nature and Wildlife. Fashion. Bollywood.

Heritage and Culture. Management. Health & A ; Fitness. Cookery. Architecture and Insides. pictural books for kids etc.Children subdivision is a major push country for the company and OBI publishes children’s rubrics under the Om Kids imprint: illustrated classics. mythology.

common people narratives. encyclopaedias etc. Loyalty plans and other salient characteristics: Other salient characteristics Om Book Shop presently holds about 50 1000s registered clients with the Om Book Privilege Loyalty Programme which offers points. price reductions & A ; other offers to its loyal clients.

OBS aims to popularise the Gift -a- book thought across its shops and delivers services like Dial-a-book which allows the clients to shop from their places ; and the efficient and helpful staffs in the book shops assists them in happening the right book or the right gift for the right juncture. Overview: Merchandise. Class and Store Product Category: ‘Books’ Retail Format: Class Specialists Customer sections: In footings of demographics. the Om Book store client can be a child/adult from any age group. gender.

income category ( moderately good off ) etc. Shop: Om Book Shop is located in DLF Promenade Mall in Vasant Kunj.The shop is located on the second floor of the promenade and the floor program is provided in Figure1. The shop is strategically located in a manner that it falls on one of the 2 ways to the nutrient tribunal and film theater. Figure 1: Floor Plan of Om Book Store STORE PHILOSOPHY * Layout * Ambience/decor * Sale plan * Loyalty Store layout construction Om book shop has a really functional and efficient physical layout.

Mall sq. foot country is really expensive so at that place seems to be an attempt on portion of the book shop to use as much country as possible. Hence the layout may be a spot crammed for some clients.The bird’s oculus position of the layout is as follows: K1 K2 K3 Graphic K Adv Cin/music Photo Sports Arch Interior Craft T20 F Ind F Sc F K Classic Rom F Languages ( Dic//Ref/Hindi ) Poetry ( 1 ) Classics ( 2 ) Travel Gardening Pet Wildlife OM KIDS ( Activity ) On the Ground OM KIDS ( Story Books ) MAGAZINES Cook Book Hor KR Envelopes Movies CD/DVD Biography NF Poi Hist Astro Psycho Philo Mili K NF ( encyclopaedia ) Fiction ( A-Z ) BS BS BS BS BS BS BS BS BS BS ENTRY s mp P s P NA Cooking T 20 NF s Teenage F Health Indian Religion Management HBR Fashion/Textile Om Posters Om Posters Hobby/Work F= Fiction.NF= Non Fiction NA= New Arrival K= Kids bm Loyalty info om The front position of the shop is a crystalline glass window through which a passer-by can easy see into the shop. The poster’s on show from the front position are merely of “OM publisher’s” in different classs like childs books. cook books.

and life ( Amir Khan’s “I’ll Do it My Way” . The most popular and eye-catchy book classs are positioned near the entryway of the shop. The largest merchandising classs. Children’s books. Fiction.

and New Arrivals are placed in shelves that a client brushs every bit shortly as he enters the shop.These subdivisions besides have the largest impulse bargain and are hence kept at the head. Om book’s self published books in the childs class is displayed in large hemorrhoids on the land straight in the line of way of a client who walks into the shop. Since the kid frequently runs about taking his/her ain narrative books and activity ( colouring/mask ) books and to a great extent act uponing the purchase determination of the parent so the kids books of the OM publishing house has been strategically kept within range of the kid on the land to court the him/her.

Other publications in the same Children’s class have been kept on the shelf and in “sideway” show to diminish their exposure to the child/parent. Om Publication’s in any other class when placed on the shelf have been given a frontal full show to promote gross revenues. Management books being the following most popular class.

they have been placed right after the popular classs when comparing in footings of “distance from entrance” .Classs refering to work or hobby like horticulture. traveling. cooking etc / or specific subjects of involvement like star divination. doctrine. poesy. etc have been grouped towards the terminal of the shop.

furthest off from the entryway. This is because these classs can normally non make impulse purchase and so every client need non go through through these segments/aisles. Peoples who do purchase these books are targeted shoppers and will anyhow walk to the back terminal of the store to pick up his/her book. These classs are non every bit popular as the others and have loyal client following.

The impulse bargain accoutrements are lined along the transition on either side from the entryway to the hard currency counter. It is farther seen that the counter is placed at the other terminal from the entryway to guarantee that a client has to walk through all the impulse purchase offerings before he/she can purchase the book. The merchandises on offer in this so called “impulse accessory” shopping section are: pens ( Parker and boatman ) . magazines. cookery books. horoscope books. cardinal rings. bookmarks.

marble-paper/wrapping paper. and best sellers in each class.It can farther be noticed that the best marketer subdivision merely prior to the hard currency counter is dedicated entirely to Om publication.

Extra facets of the Shop Layout The layout is no uncertainty really functional maintaining in head the net income maximization doctrine of the shop and the chief docket of forcing its ain publication to the shopper. However the spacing of shelves is crammed with small walking infinite. barely any sitting infinite ( merely 2-3 stools ) . and merely 1 book base. The full focal point is on 1 merchandise offering i. e.

books.Unlike rivals in the organized sector like Landmark. it is non concentrating on the full shopping experience. ( no java. no other points on offer like stationary etc.

no sitting infinite ) . Shop Atmosphere and Decor The bookshelves were made of engineered wood like atom wood. This created a alone and rich traditional consequence. Plastic or metal bookshelves were non used since they do non look expensive and give a modern feel.

which was non something the book shop wanted. Furthermore the atom wood was coloured a light shadiness of brown to give a bright and roomy/spacious expression to the shop.However the bookshelves were placed excessively close and for a peculiar subdivision of clients who prefer the amenitiess of abundant seating agreement. java installation.

and walking infinite ( as provided by Landmark ) . the sheer functional design of the shop might be interpreted as a crammed. This might non work good for a peculiar section of clients whose engagement with the shopping experience is every bit high as. if non higher than the engagement with the merchandise itself. Furthermore the shop works on the doctrine that it will concentrate on selling books entirely and non promote clients to pass hours merely reading in the shop.This is unlike some of its coevalss like Landmark that encourage clients to sit and read inside the shop.

Hence at OM book shops some clients may kick that the staff hover near to them and do them experience uncomfortable if they stay excessively long. The shop dramas light and slow English instrumental music to accommodate the gustatory sensation of the higher-strata of people who normally visit the Promenade Mall and make a relaxed atmosphere in the shop. Instrumental music is played since a vocal with dictions would upset the concentration of a client reading the epilogue/back-cover of a book.

This gives a modern-day feel to the shop. Store Sale Programs The store’s maximal net income comes from its Children’s subdivision. Hence the sale period coincides with the summer and winter holiday in schools in Delhi. December to Mid-January and May to June are the several winter and summer gross revenues. The shop is besides receptive to mall tendencies in sale. Since about every other store in the promenade had a sale in July. so the shop excessively announced a sale to hard currency in on the increased footstep to the promenade during the sale-period.

There was no Flat Sale offer. Discount sums were graded on the footing of demand.Books with high demand had low sale ; New Arrival. Top 20 Fiction/Non-Fiction. general Fiction. and best sellers had merely 10 % price reduction.

The shop felt that irrespective of the monetary value these books would sell and so gave negligible price reduction on them. However on the childs subdivision the price reduction was higher. around 20 % . and even higher price reductions on children’s books published in-house by Om Publications. This is because the shop believes that parents during the sale period purchase in majority and a higher sale would bring on them to purchase more and yet it would non impact your borders.Furthermore parents are monetary value witting when purchasing for small childs since the books can non be added to a aggregation subsequently on and largely become irrelevant in a short clip after the kid has outgrown them. The sale on OM publication was the highest because they already had the highest borders on it due to the absence of a jobber.

and hence could easy afford a big price reduction on those books. By touting the big price reductions they aim to pull consumers to their publication and yet do the largest net income on the same gross revenues. The books with the largest price reductions ( say more than 50 % ) were displayed in hemorrhoids on the floor.

This was due to the belief that even if the books weren’t displayed at eye-level. even so the mammoth sale sum would promote the shoppers to do the attempt of flexing down to pick up the book. To advertise the sale large ruddy spines were pasted on the glass walls of the shop which can be viewed by the insouciant shopper passing by the shop. Inside the shop the price reduction for each subdivision was mentioned individually through spines and arrows.Store Loyalty Program A book is by and large a merchandise class where the consumer’s engagement with the merchandise ( i. e. the book itself ) is much higher than his engagement with the shop. Even if a individual might hold shop penchants.

yet his/her trueness lies with the book and non with the shop. Hence a consumer would non truly care much as to whether he bought his/her book at OM Book shops or at Landmark. which is a stones street arab.Therefore in order to hike keeping of loyal clients Om book shops has come up with a trueness plan.

a privilege card holder construct which is as follows: * 1 point for every Rs. 10 purchase. * Minimal points for salvation are 500 points. * 1 point peers Rs 1 decrease in measure sum.

60-70 % of walk-in clients were privilege card holders and the shop already has 4500 privilege card holders. The strategy is a moderate success. Store Timings | 11 A. M to 10 P. M ( For Mall ) 11 A. M to 8 P. M ( For standalone store non the shop we studied ) | Working days| All 7 Dayss of the week| Peak days| Saturday and Sunday| Peak hours| Evenings station 6:00 pm| Staff| 10-12 members including the director. Manager stands behind the counter at one of the two hard currency registries.

He is accompanied by 2 staff members whose work is to: 1. Use the 2nd hard currency registry for speedy minutess during peak hr to forestall long queuing period 2.To acquire a book for a client if he/she straight comes to the counter and asks for a specific book.

| Floor Staff responsibilities| * Taking attention of the specific three to four subdivisions assigned to them. * maintaining a path of stock list * Filling the requisition signifier for the replenishing of stock * Steering the clients if required * Lodging the barcode behind each new book before puting them on the shelf. | Shifts| There are no displacements ; each staff member works throughout the twenty-four hours from 11:00 AM -8:00pm ( fixed ) and from 8:00pm-10:00pm ( variable ) depending on the haste. Hence post 8:00 pm the maintained staff is paid on overtime footing.| Showrooms ( strategic placement ) | NCR – 5 in promenades and 2 base aloneMumbai – 1 base aloneThe shop we studied was in the Promenade promenade beside DT film film ticket counter on the second floor. | Revenues| 1.

5 to 2 Lakhs on weekdays3 to3. 5 Lakhs on weekendsChildren. Fiction – highest selling class ( 80 % of gross revenues ) | CONSUMER BUYING BEHAVIOUR The merchandise class is such that it involves Limited-Decision Making by the clients.

The grounds for purchase of a book from the shop can be: * Buying for self- Leisure * Buying for ego Knowledge * Buying for Others- Regular * Buying for Others- Situational.The greater the motive to do an optimum determination. the more likely an attribute-based pick will be made.

Thus. attribute-based processing is more likely for an expensive book purchase than it is for an cheap magazine. The easier it is to entree complete attribute-by-brand information. the more likely attribute-based processing will be used. A assortment of state of affairss influence which pick attack is most likely.

A book bought with the purpose of a gift purchase is assigned more importance than a purchase for oneself. Therefore. gift purchases would be more likely to bring forth attribute-based determination procedures.Time force per unit area is a major determiner of pick procedure used. with increasing clip force per unit areas bring forthing more usage of attitude-based determinations.

Therefore. we can place 3 major bunchs of clients that visit Om Book Shop. Class I: Dedicated READER This is the sort of individual who feels complete with a book in his manus. For him. the behavior is governed by his picks entirely and it is entirely his determination. He is ever seeking to happen the clip to acquire back to his book. He is convinced that the universe would be a much better topographic point if merely everyone read more.

His primary information hunt happens within the shop merely.Category II: LITERATE GOOD CITIZEN This is the sort of individual who normally buys a book after reading it reexamine by a critic or an expert. Such a individual does more information hunt before coming to the shop. For our respondent group. the most dominant beginnings for this information were reappraisals and Bestseller lists published in newspapers. magazines or on-line web logs and sites likes Amazon.

com. Category III: FAD READER This is the sort of individual who merely reads the popular books/ latest best sellers so he can be up to day of the month on what other people are speaking about and be seen by others as person who is good read.He frequently reads for the societal recognition he can acquire out of it. His primary information hunt is more through his friend circle or his group of co-workers from whom he might hear the latest ‘fads’ in footings of books. Such a individual could besides travel in for information hunt in popular newspapers/magazines or the portions on societal media web sites. From the interactions with a few clients at the Store.

we could happen out the followers: Social Class| Effect on Book Purchasing Behaviour| Contended Upper-Middle class| Preferences: ”Popular fiction” is their favourite class. Read fewer writers. Might read books in slang.Purchases: most of them prefer borrowing from friends/library. purchase books one time in a piece.

Prefer purchasing during gross revenues unless the book means a batch to them. Communication: they are most open to Television and so the Internet. Reviews from friends besides propel them to purchase popular books. | Draw a bead oning Upper-Middle Class| Preferences: Like reading a assortment of books. They read popular fiction. love affair. thriller.

and besides tonss of ruddy classics. classics and mature serious books. Often read books due to peer force per unit area. The clip they can give to reading is really small because they are normally time-constrained.Purchases: Prefers borrowing books to purchasing them.

Communication: Internet and Television is comparatively high. followed by the newspaper. They frequently read books that are suggested by their friends. Bing seen reading peculiar books gives them a societal regard and credence among their equals.

| Upper Class | Preferences: prefer a assortment of books from modern-day novels. to classics. ruddy classics. neo-classical books. non-fiction and concern related books. Barely read romantic fiction and don’t blindly go for best sellers. Purchases: convenience is of import.

If the book is available immediately with a friend they will borrow. else they will purchase it without hold. whichever is faster. Communication: Highest exposure to and influence of cyberspace ( on-line reappraisals and web logs ) and newspaper. A close friend/colleagues suggestion might count.

They do non read to suit in with their equals. | Upper-Upper class| Preferences: A penchant for mature rational serious reading and modern-day novels. No “cheesy romantic novels” . However since Sumedha is a homemaker she admits that at times she besides likes reading thrillers ( fiction ) . Read a assortment of writers.Reading books is a popular leisure activity in this category.

Purchases: They purchase the book they want to read. ne’er borrow. Communication: Newspaper. Blogs. on-line reappraisals. magazines affair. Television doesn’t play any function and nor do peer group gustatory sensations in books. Friends don’t influence their purchase.

| Some interesting discoveries about what clients believe about book reading: * Strongly believed that if parents read book so normally the kid inculcates the wont of reading books excessively. * Felt that misss read more than male childs. * Felt that people pick up the wont of reading books in school.* Felt that books act upon the internal ego. * Felt reading books is an gratifying activity. * Fiction is the most popular class. * Bestsellers and classics/novels are the following preferable class. * Non-fiction.

philosophy/religion/supernatural. business/law books. and books on specific subjects of involvement are least favoured. RECOMMENDATIONS STORE BASED RECOMMENDATIONS: When we map the Customer determination doing procedure to the Store doctrine and operations we see that OM book shop carnivals good on certain facets and do ill on others.These have been described in greater item below: Strengths: * Promoting their ain OM Publication Om Book shops layout and staff are clearly successful in pulling a bulk of the clients to their ain publication by strategically puting these books in certain ways. For eg: they have placed OM publisher’s kids books on the land within easy grab chance of kids who majorly influence the parents purchasing determination.

And this subdivision is placed directly in line with the entryway. i. e.

any client come ining the shop will be bound to come in this subdivision.However children’s books of other publishing houses have been placed on the shelves. Further the manner the books have been displayed influence purchasing urges.

Even on the shelf display the shop patterns prejudiced show policy. They largely display other books sideways. while at least 1 transcript of each of their books have a frontal show.

Further to hard currency in on impulse purchases they have stocked the best seller subdivision closest to the payment counter and the best seller subdivision at the oral cavity of the entryway is stocked merely with OM publications. * Cashing in on Impulse Buying.Impulse purchasing can happen in 2 classs. either in the chief class i. e. books.

or in the accessary class i. e. pens. magazines. marble documents. cardinal rings etc. Impulse purchasing can largely happen in the Fiction. New reaching.

Bestseller and Kids subdivision. Hence these subdivisions are kept in the forepart and a client walking into the shop is bound to meet these subdivisions because he will be forced to walk into these aisles. Further the right side of the aisle taking from the entry to the payment counter is lined with the best Sellerss in the several subdivision aisle.Therefore even if a client isn’t a direction book stalwart. he will still acquire an exposure to the top merchandising best sellers in the direction class. and this might involvement him plenty to purchase the book. The classs which are specific to a hobby/work/topic of involvement and have low opportunities of impulse purchasing have been pushed to the back terminal of the shop so that every client wouldn’t have to confront the fuss of walking through them.

which is besides unneeded since impulse purchasing range in these subdivisions is really low.A category stalwart would ne’er mind walking up to the class and so there is no loss in client gross revenues. Impulse purchasing in knick bent accoutrements has been promoted by run alonging the left side of the chief aisle from the entryway to the payment counter with pens. magazines.

formula books. horoscope books etc. Bookmarks have been placed on the payment counter.

* Very High Discount books displayed on the land This was a cagey move because it saved infinite. and even though the books weren’t displayed at eye-level or reach degree ; the outstanding low monetary values would do the client bend down to pick up the book.Areas that need Improvement * In shop shopping experience The deficiency of sitting handiness. java counter. broad motion infinite might rag certain sections of book purchases who want to hold a leisured nice shopping experience in-store.

These clients might desire to sit and measure the books and travel through them. Om book shops would lose out on this section of clients who wish to acquire a “feel” of the book to shops like Landmark and Crossword where moreover the staffs does non vibrate around you if you have been in the shop for excessively long. * Online/Flipkart shopping.In all instances where the publishing house is non OM Publisher. the monetary values in the shop would be decidedly higher than monetary values on Flipkart since the latter has no middleman border loss. It is frequently seen that OM book shop purchases from Flipkart hence they can ne’er sell at the same low online monetary value. Further the assortment online would be greater and have the benefit of place bringing.

Most immature or tech understanding clients are traveling to Flipkart. The place bringing job can be solved if the company decides to offer this service to favor loyal/high potency clients by doing them cognizant of the on-line purchase option on the OM books store web site.They should advance the web site. * Neglecting some Book categories The shops strong focal point and monumental assortment maintaining precedence in the childs. and fiction class frequently make certain clients. who are interested in specific work/hobby/topic of involvement related classs. experience that the aggregation in these classs is unsatisfactory. As a solution they could either stock more books in these classs.

or if it is non in line with their aim/policy. they can pull clients by giving marginally greater price reductions on these books than their rival shops.* Lack of Clear Sale communicating It was frequently found that though the heading of a class column bookshelf read 10 % or 20 % it still stacked books with higher price reductions like 50 % and up. This will do the shop lose out on prise sensitive sale loony clients. Extra Recommendations: * The shop needs to make up one’s mind on its vision. mission. and focal point and aline its merchandise offering and atmosphere consequently.

If it still wants to distinguish as a non-commercial book halt so it can go on with its current policy and unrecorded with losing out some of its clients.Shop infinite restriction is a job in this peculiar shop for it to supply a Landmark-like offering. * The shop should specifically aim the stalwart who will in any instance come to the book shop and purchase all that the book shop has to make is to maintain the books of their involvement. The book shop can besides take advantage of the Social Conscious nature of North Indians. So they can supply siting within the book shops and so that the consumers can come and sit over which will give them a sense of good feel as they will be recognized by others as an rational individual.It can besides get down service like place bringing for consumers like Rajiv who don’t have clip to come and purchase books although he like to purchase them from book shops. * They should seek to convey the value of the merchandise.

If he’s successful in conveying the value of the merchandise so the seller i. e. book store can do the Marwari Baniya stalwart. They should besides come out with gross revenues one time in a piece so that the value purchasing consumers come in and along with the books giving value they besides pick up other books which are non on sale i. e. promote impulse purchasing behaviour.This will increase the client traffic and besides aid in increasing grosss. For Bengalis since book reading is a civilization so we should hold book shops at as many locations as possible and besides the seller should seek to do his book store more popular among the group as they would purchase books anyways so if the unaided callback is high so the consumers would travel to the books shops.

The book shops should besides be at strategic locations where the crowd is more * As we can deduce. that the individual who is extremely involved in purchase. will sit in the book store for a longer clip and browse.The book store staff can travel to such individual and suggest him some of the latest books which might hold come or inquire him about his penchants and suggest books consequently. * Another country which can be tapped is of low merchandise engagement class like people purchasing for others they are the consumers who spend less clip but are by and large confused as to what they should purchase so the store staff should assist these people in choosing the books and besides add relevant suggestion wheresoever necessary.In this manner the individual might really stop up purchasing more than ab initio thought.

SEGMENT BASED RECOMMENDATIONS: DEDICATED READER For the Dedicated Reader. as has been re-iterated clip and once more external influences do non work for him and if anything he merely shirks off popular civilization. Self-actualized people have realistic perceptual experiences of themselves. others and the universe around them. Thus publicities and selling attempts have no influence on this class.She/he doesn’t need to be persuaded to read and neither does she/he necessitate any congratulation or credence for picking up a book to read. This class needs to be communicated that Om Book Shop ( OBS ) is a topographic point where she/he will happen all the classs of books and that handiness R assortment is non traveling to be a job.

The ad pitch to him must re-iterate the points of assortment and handiness in all classs of books. Since. this class enjoys reading and wants to do an experience.