Using the 7Ps of Booms and Bitner as Controllable Tactical Marketing Tools: An Exploratory Study on Selected Super Shops in Bangladesh

Author:Md. Zahir Uddin Arif*

Abstract:
Purpose: The purpose of the study is to explore the use of 7Ps- product/service, price, place, promotion, people, process and physical evidence as controllable tactical marketing tools of super shops in Bangladesh especially in Dhaka city, the capital of Bangladesh. Design/methodology/approach: Exploratory research design has been used for the purpose of the study. The study has obtained data from primary and secondary sources. Primary information have been gathered using an unstructured questionnaire from the interviews of 10 executives of 5 super shops (Agora, Almas Super Shop, Best Buy, Meena Bazaar and Shwapno) in Dhaka city selected through convenience sampling technique. Secondary information have been collected and analyzed from various published articles in refereed journals, published books, research monographs, reports published in daily newspapers and websites of different super shops. Findings: The study has found out that as tactical marketing tools, super shops use different mixtures of 7Ps as per their necessity to target and capture their different consumer segments and position into their minds creating brand loyalty to their retail stores. The study has recommended that the 7Ps should be blended effectively considering the bundle of demands of each segmented consumer market following market driven strategy. Practical implications: The study has practical implications for the entrepreneurs, investors, policymakers, industry experts, media, and domain experts to discuss and create a unified voice for super shop businesses in Bangladesh. Originality/value: The study will help to originate the value to both the super shop owners and consumers if the effective and efficient mixtures of 7Ps can be utilized more rigorously for better proliferation of the segmented markets. As a result, marketers can incorporate the convenient 7Ps structure in order to provide an insight for the super shop industry to evaluate the effectiveness of their marketing strategies and tactics.

Keywords:Keywords: Marketing tools, Service Marketing mix, 7Ps, Retailing, Super shop, Dhaka city.

DOI:

International Journal of Trade & Commerce (Vol: 5 Issue:1)