A CASE STUDY ON A SHOE-RETAILING FIRM : LE SAUNDA PTE LTD

Abstract

This is a case study on Le Saunda Pte Ltd, a shoe-retailing firm in Singapore. Many researchers have documented that the adoption of a consumer orientation is critical to the success of any retailer. This research is conducted with the main objective of understanding the buying behavior of Le Saunda's customers. An in-house survey is conducted to obtain information on the customers' demographic and psychographic characteristics, their selection criteria in buying a pair of shoes, and their intentions to purchase in the store. The findings show that although its customers are relatively young and affluent, they are rational in their decision-making. The analysis shows that there are some discrepancies between what the customers want and what the retail firm offers on various attributes such as the quality of its shoes, knowledge and friendliness of its service personnel, discounts for frequent customers, reservation of shoes, and value-for-money. To enhance its image and boost its sales, Le Saunda needs to address these discrepancies in its formulat1on of a strategy. Recommendations with respect to various elements of the retail mix are made based on the findings of this study. Some of the key recommendations made are as follows. Firstly, Le Saunda needs to enhance the perceived quality and value of its shoes. Secondly, its personnel should be adequately trained to demonstrate some professionalism in their customer service. Thirdly, it is suggested that discounts, reservations, and other types of customer services be stated explicitly to the customers. Fourthly, Le Saunda needs to project a consistent and congruent image that fits in with the values and lifestyles of its target market. Last but not least, the communication process should appeal to the information needs of its customers. This study concludes by suggesting some topics for further research.