Question: Avijit Mohan was really upset about the poor job the
Avijit Mohan was really upset about the poor job the three department stores were doing with his line of fine brass products from India. “They just put the stuff out on the floor as though they were cheap trinkets that the customer buys on impulse. Don’t they realize that this merchandise has to be sold by knowledgeable salespeople who can show the fine details, the artistic engraving and the hand hammering?” he remarked to his wife in frustration. “These are supposed to be topnotch retailers but they don’t seem to know a thing about selling these products,” he lamented. Is Avijit Mohan being fair with his criticism? Discuss in terms of consumer buying patterns, the constraints on the department stores and Mohan’s choice of channel structure to sell these products.
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