Case Studies

Mystery Shopping for an Automotive Battery Brand

Objective

The objective was to ascertain how Market Operating Price (MOP) varies across the client’s retail network vis-à-vis competition. To understand the market behaviour, mystery shopping was conducted to gauge the following:

  • Brand preference
  • Price variations (Two/ Four wheeler batteries)

Approach

The challenges faced in planning were:

  • Validating the price quotations shared by the shopper with relevant proofs.
  • Presenting the quantitative analysis of the price variations to the client.

The approach adopted to successfully deliver the scope of work was as under:

  • A questionnaire was designed to objectively measures the price variations.
  • Extensive training was provided to the shoppers about the mandatory check points to be captured.
  • Mystery shops were backed up by audio recordings to validate the brand preference and price offered by the retailers.
  • Reports were presented so as to capture a vivid picture of the outlets to the management.

Outcome

A detailed report was shared with the client mentioning the brand preference of the retailer, reason for the brand preference over other, price quoted with exchange & without exchange, warranty for the brand as well as competition. The quantitative analysis shared enabled them to:-

  • Incentivize the retailers who gave preference to their brand.
  • Take action against the retailers who violated the prices.

Topics: Mystery Shopping & Audits