Improving Business at Retail Market of X Bearings- a Qualitative Study

Abstract

The article discusses how qualitative marketing research was undertaken by X Bearings in West Bengal to correct the problem of stagnating market share at the retail market of bearings. The challenge facing the company was that how to remain competitive and improve the stagnating market share in the retail market thereby improving marketing productivity. The paper shows how the company identified and solved the problem. The paper throws light on how the old system was qualitatively modified with a new system solving the company's problem.