By Prof. Mahesh P. Bhave
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| Prof. Mahesh P. Bhave |
If you go to Reliance Fresh or Big Bazaar, and are about to
pay for the merchandize you have bought, chances are greater than even that the
person at the cash register has no change to give you. He will ask you if you could produce the exact
amount.
If asked as a sheepish request, I am able to occasionally
forgive. Yet most times, the tone is: what kind of a shopper are you that you do not carry exact change for
my convenience?
I once tried telling the film-star wannabe behind the cash
register in Pune – tight shirt, even tighter trousers, and hair slickly perfect
– that it was his and his store’s duty to always have change before letting
customers stand in the line. He did not say anything. But his expression was: Your
advice for your own galaxy; this is India. In lieu of change, he offered me Cadbury’s
candy.
Despite Consumer
Behavior courses taught en masse in MBA programs, customer centricity is
absent in new Indian retail (and elsewhere in India too, but more of that in
future articles). I am all for the convenience of open shelves, and putting
things in the basket, or taking things out of it, until I reach the point of
payment. Lines are bad enough, but I could do without the quasi-robots on the
other side of the counter.



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