In-Depth Interview 2 Respondent Age No of years in business Occupation Name of Shop Location of Business Duration Ahsan Imtiaz 35 15 Operations

Manager Liberty Books Liberty, Lahore 20 minutes

Selection of Stores for In-Depth Interviews Following factors were kept in mind before selecting the Galaxy and Liberty bookstores: These are the stores that cater to our three target segments of primary level to A/levels/ FSC students, university students and general book readers. The bookstores mainly target the SEC A and SEC B. Our research study also targets the same socio-economic class. These bookstores are located in the center of the city; hence they are easily accessible by the majority of customers. Due to the central location, customers living in adjoining areas visit the bookshop frequently. The employees have a better understanding of the customers and this is due to high customer interaction throughout the day. Krueger Analysis of In-depth Interviews Words used by Interviwee
Departments: Demands: preference: Internet access:

Change in customers: going international: Expansion: Payment mode: Payment issues: Completion: Launching website: Security: Language: Pricing:

Context The discussion was based on the future growth potential of online bookstores in Lahore, Pakistan. Terms used frequently: Demand Departments Change in customers Payment mode Advantage over competition Transition

Intensity of Comments The interviewee strongly felt that customers will be willing to buy books online because the customers will save their time and enjoy the convenience of books being delivered at their doorstep. He even claimed that the customers will be willing to pay a high price in return for convenience.

Big Idea The convenience of getting the bookstore at their door step plays a key role in the willingness on consumer to purchase online Insights for our Objectives The online bookselling business is doing really good nowadays. People are even willing to pay high price when they get the convenience of having books delivered at their doorstep. Galaxys customer base will expand when the customers are offered low-priced books through online medium relative to other online booksellers. Customers want convenience; therefore Galaxy will save customers time by making timely home deliveries. Urdu Bazaar does not give direct competition to Galaxy bookstore. Even though private schools and universities books are available in Urdu Bazar at low prices, people still find it difficult to go there due to its distant location. Rather, they would just stop at a bookshop in Gulberg and buy their desired books.