Business Aggregation: A Study on Customers’ Expectations

Business scenario of the globe is making a tectonic shift. USA as a leading economy of the world has peaked its life cycle and declining. Its withdrawal from the leadership of world economy is signaled by increasing protectionism and trade war. On the other hand, China is fast emerging as a new leader of the world economy due to deglobalisation with India as a strong contender. In India, the manufacturing sector has also peaked along with distinct industrial leaders in each sector. Virtually it has narrowed the entry for a new Entrepreneur or Startup to challenge the hegemony of oligopolistic industrial setup in each sector due to prohibitive cost and risk of investment involved. In such a business environment, the silent revolution of Information and Communication Technology (ICT) has changed the dynamics of business and opened business opportunities for startups by way of Business Aggregation unleashing the power of ICT. Business Aggregation is one form of E-commerce which is largely about aggregating existing products and services through an online platform propelled by amazing technology innovations to amplify the reach of products / service of their owners to customers. With the success of these emerging aggregators all over the world including India, they have caught the fancy of investors everywhere including Big Business Houses of India. Vast population and huge territory of India provides immense business opportunities for young entrepreneurs of Odisha by floating startups of Business Aggregation. But its success depends on detecting or creating needs of customers through strong business model. The study focuses on customers’ expectations from the business aggregation model. If the business model suits the customers, the profit would pose with each strike of successful transaction which is a realizable dream of each business aggregator encouraged by Centre and State Government of Odisha.