Consumer Behaviour towards shoppers stop

7/30/2019 Consumer Behaviour towards shoppers stop

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TABLE OF CONTENTS

No. TOPIC PAGE No.

Chapter.1 Introduction 8-9

Chapter.2 Research methodology 10-13

Chapter.3 Review of literature 14-15

Chapter.4 Profile of company 16-57

Chapter.5 Analysis of interpretation of data 58-69

Chapter.6 Summary of findings ,Conclusion& Recommendation 70-76

Chapter.7 Bibliography 79

Chapter.8 Annexure 80-83


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INTRODUCTION

"The story is not about us, but this story is about the people who visit our stores. This is aproud moment for India."

One of the biggest retail here in India we know is RAHEJAs SHOPPERS STOP.Shopper's Stop was founded by K Raheja Corp in October 1991 with its first store inMumbai. From being a men's ready to wear store it soon evolved into a complete familylifestyle store. As of 2008, Shopper's Stop had 1.3 million sq. feet. of retail space spreadacross 24 stores in 11 cities in India with a retail turnover of over Rs. 12.07 billion.

The objective of this assignment is:

Customer profiling - Who is buying & who is not? What are Customer Buying Preferences in SSL? What are Customer Buying Preferences in mall?


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COMPANY PROFILE

Shoppers stop is, as the brand calls itself, the first store in the history of modern retailingin India. Its present in 14 cities in India with multiples store in big metros Thefoundation of Shoppers' Stop was laid on October 27, 1991 by the K. Raheja Corp. group

of companies. Being amongst India's biggest hospitality and real estate players, theGroup crossed yet another milestone with its lifestyle venture - Shoppers' Stop.

From its inception, Shoppers' Stop has progressed from being a single brand shop tobecoming a Fashion & Lifestyle store for the family. Today, Shoppers' Stop is ahousehold name, known for its superior quality products, services and above all, forproviding a complete shopping experience.

With an immense amount of expertise and credibility, Shoppers S top has become thehighest benchmark for the Indian retail industry. In fact, the companys continuingexpansion plans aim to help Shoppers Stop meet the challenges of the retail industry inan even better manner than it does today.

Shoppers Stop Ltd has been awarded "the Hall of Fame" and won "the Emerging MarketRetailer of the Year Award", by World Retail Congress at Barcelona, on April 10, 2008Shoppers Stop is listed on the BSE. With the launch of the Navi Mumbai departmentalstore, Shoppers Stop has 26 stores in 13 cities in India.

Shoppers Stop began by operating a chain of department stores under the nameShoppers Stop in India. Currently Shoppers Stop has twenty six (26) stores across thecountry and three stores under the name Home Stop. Shoppers Stop has also begunoperating a number of specialty stores, namely Crossword Bookstores, Mother care, Brio,Dies Caf, and Arcelia.

Shoppers Stop retails a range of branded apparel and private label under the followingcategories of apparel, footwear, fashion jewellery, leather products, accessories and homeproducts. These are complemented by cafe, food, entertainment, personal care andvarious beauty related services.

In April 2008, Shoppers Stop changed its logo and adopted the mantra "Start SomethingNew".

Shoppers Stop's sister stores include:

Crossword Bookstores (a specialised book store) Home Stop (store for furniture and home accessories) Brio Hyper city (offers food and grocery, general merchandise and apparel)


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Mother Care (offers products for expecting mothers, babies, toddlers and children)Nuance Group (manages the outlets at the international airports at Bangalore and

Hyderabad)

LOYALTY PROGRAM

Shoppers Stops has a loyalty program called First Citizen. They also offer a co -brandedcredit card with Citibank for their members. This is a Loyalty Programme of ShoppersStop which not only gives the customer Special Offers, Benefits, & Privileges but alsohelps them earn points on their purchases. These points can be redeemed for anequivalent value of purchases at Shoppers Stop

First Citizens.

Consumer behavior at Shoppers stop

Knowing our customers more closely

Retaining our Loyal Customers.

Helps us identify our big customers.

Helps in updating customers about our

special privileges & benefits

Contribution of First Citizens to store sales. Points Benefits


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SHOPPERS STOP PRESENCE

North 12 stores South8 stores + 2 airport stores. East - 3 stores West 10stores

COMPANY VISION To Be A Global Retailer In India And Maintain Its No. 1 Position In The DepartmentStore Category.

COMPANY MISSION

NOTHING BUT THE BEST We Will Provide the BEST Value In Terms OfProducts And Services And Adopt best Process For Stakeholders, WithoutCompromise, Thereby Matching Global Standards Thereby Matching Global StandardsOf Performance.

SHOPPERS STOP LTD. (SSL)

Setting up shop in 1991 (October) with its flagship store in Adhere, Mumbai, ShoppersStop is a member of the K. Raheja Corp. of Companies. Shoppers Stop first retailventure by the K. Raheja Corp. Promoted by Mr. Chandra L. Raheja, Mr.Ravi C. Rahejaand Mr. Neel C. Raheja, K.Raheja Corp. have been leaders in the construction businessfor over 48 years.With its wide range of merchandise, exclusive shop-in-shop counters ofinternational brands and world-class customer service, Shoppers Stop broughtinternational standards of shopping to the Indian consumer providing them with a worldclass shopping experience.

Today, Shoppers Stop has acquired the status of a pioneer in organized retailing in thecountry. It has a very strong national presence and is also well connected with theInternational Retailing scene. It is the only department store chain in India to be amember of IGDS, International Group Of Department Store where only the best storeof each country gets an opportunity to be a privileged member.


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PRODUCT AND SERVICE PROFILE OF THE ORGANISATION

Shoppers Stop undertakes image makeover; revamps looks, logo, uniforms, amongothers.

Change is essential. Our consumers are changing, their preferences are constantlyevolving. They are getting younger. And so, we have to change along with them.

- B S Nagesh, Customer Care Associate & Managing Director

After 17 years of existence K Raheja owned and B. S. Nagesh managed Indias largestdepartment stores retail chain Shoppers Stop has decided to spend Rs. 20 cr. ($5 million)on image makeover.

In a major revamping exercise, it has changed its logo, baseline, uniforms, shopping bags,and looks, among others, though, it will not change its black and white colors. Explainingrationale behind retaining colors, Govind Shrikhande, CCA & Chief Executive Officer,

Shoppers Stop, said, It is more classical, rich and authoritative, something Shopperscustomers connect with. Black and white gives us a strong brand recall value.

The simple but classic new logo without the old elliptic ring, which has an internationallook and a timeless appeal, carrying the new baseline Start something new.


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MARKETING STRATEGY

PROCESS FOLLOWED

Segmentation, targeting, and positioning together comprise a three stage process which

Shoppers stop follows:

a. Determine which kinds of customers exist,b. Select which ones we are best off tryingto serve,

c. Implement our segmentation by optimizing our products/services for that segment andcommunicating that we have made the choice to distinguish ourselves that way.

SEGMENTATION:

Segmentation involves finding out what kinds of consumers with different needs exist. Inthe apparel market, for example, some consumers of Shoppers stop demand latest

fashion, while others are much more concerned about comfort and price. In general, itholds true that You cant be all things to all people, and experience has demonstratedthat firms that specialize in meeting the needs of one group of consumers over anothertend to be more profitable.

Several different kinds of variables can be used for segmentation:-

1. Demographic variables essentially refer to personal statistics such as income, gender,education, location (rural vs. urban, East vs. West), ethnicity, and family size. TommyHilfiger, for instance, has found the most of their buyer is associated with elite groupthus, you get a different product in the same cans at the East and West coasts. Facing flat

sales of peter England dominated market, a manufacturer came out with this theMadura f&l a more compact, Taking this a step farther, it is also possible to segment onlifestyle and values.

2. Some consumers want to be seen as similar to others, while a different segment wantsto stand apart from the crowd eg; Calvin Klein & fcuk ,Tommy Hilfiger etc.3. Another basis for segmentation is behavior. Some consumers are brand loyali.e.they tend to stick with their preferred brands even when a competing one is on sale. Someconsumers are heavy users while others are light users. For example, researchconducted in this project shows that most costly product of Shoppers stop is bought by35% of the total customer that is 80% .presumably a rather intoxicated group.

4. One can also segment on benefits sought, essentially bypassing demographicexplanatory variables. Some consumers, for example, like the product of Black berrybecause its more comfortable while others prefer the brand like Arrow & Allen Solly.Some consumers use cloth to hide the body while other use it for the status & fashion.


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TARGETING:

1. In the next step, we decide to target one or more segments. Our choice shouldgenerally depend on several factors:-

First :- How well are existing segments served by other manufacturers? It will be moredifficult to appeal to a segment that is already well served than to one whose needs arenot currently being served well.

Secondly:- How large is the segment, and how can we expect it to grow? Thirdly:-Shoppers stop target to the elite group of people which is higher income group mainly butin some way it also target to the middle group as

well.

POSITIONING:

Positioning involves implementing our targeting. Shoppers stop has done therepositioning by introducing foreign brand such as FCUK, CK Jens and Tommy Hilfigeretc.


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MARKETING MIX

Main Aspects of Marketing Mix

The easiest way to understand the main aspects of marketing is through its more famous

synonym of "4Ps of Marketing". The classification of four Ps of marketing includesmarketing strategies of product, price, placement and promotion. The following diagramis helpful in determining the main ingredients of the four Ps in a marketing mix.

PRODUCT:

In simpler terms, product includes all features and combination of goods and relatedservices that a company offers to its customers.

Product is the most important aspect of marketing mix for two main reasons. First, formanufacturers, products are the market expression of the company's productivecapabilities and determine its ability to link with consumers. So product policy andstrategy are of prime importance to an enterprise, and product decisions dictate the scopeand direction of company activity. Moreover, the market indicators such as profits, sales,image, market share, reputation and stature are also dependent on them. Secondly, it is

imperative to realize that the product of any organization is both a component and adeterminant of the marketing mix. as the Shoppers stop are of high quality & cater to allelite group of people like CALVIN KLEIN ,FCUK,TOMMY HILFIGHER,ALLENSOLLY etc.


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PRICING:

Pricing is basically setting a specific price for a product or service offered. In a simplisticto the concept of price as the amount of money that customers have to pay to obtain theproduct. Setting a price is not something simple. Normally it has been taken as a generallaw that a low price will attract more customers. It is not a valid argument as customersdo not respond to price alone; they respond to value so a lower price does not necessarilymean expanded sales if the product is not fulfilling the expectation of the customers

Generally pricing strategy under marketing mix analysis is divided into two parts: pricedetermination and price administration (ibid). Price determination is referred to as theprocesses and activities employed to arrive at a price for a product includingconsideration of relative prices of products within the same line, and differences in pricefor similar products of differing grades and qualities.

Shoppers stop follows premium pricing strategy that is selling high quality products atthe higher price.

PLACE:

Place under marketing mix involves all company activities that make the productavailable to the targeted customer while planning placement strategy under marketingmix analysis. Eg. location of Shopperss stop in all the metros is on premium place in thelike Garuda mall in Bangalore .

PROMOTION:

Promotional strategies include all means through which a company communicates thebenefits and values of its products and persuades targeted customers to buy them . e.g.Shoppers stop communicate to customers through news paper , fm, hoarding etc.


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RETAIL MIX

1.Merchandise assortment

The company was looking for a solution that would bring all of its businesses and

processes together. After a comprehensive evaluation of different options and softwarecompanies, the management at Pantaloon decided to go in for SAP.

Some of the qualities of SAP retail solutions are that it supports product development,which includes ideation, trend analysis, and collaboration with partners in the supplychain; sourcing and procurement, which involves working with manufacturers to fulfillorders according to strategic merchandising plans and optimize cost, quality, and speedvariables that must be weighted differently as business needs, buying plans, and marketdemand patterns change managing the supply chain, which involves handling thelogistics of moving finished goods from the source into stores and overseeing globaltrade and procurement requirements; selling goods across a variety of channels tocustomers, which requires marketing and brand management; managing mark-downs andcapturing customer reactions, analyzing data, and using it to optimize the next phase ofthe design process.

2. Place In the channels of distribution, the physical facilities point of location.3. Price; premium price

4. Visual merchandising

Visual merchandising supports:-

a.

salesb. retail strategies c. communicates with customersd. communicates image e. supports retailing trends.

Visual merchandising includes:-

1. Interior merchandising

Sufficient visual merchandizing within the store that included danglers, signage,standees, distribution of pamphlets, which gave details of the offer.

Display, point of purchase, fixture, equipment and furnishings store layout. Productpackaging and labels.

2. Exterior merchandising

With the ramp show in om shanti om movie.


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Hoarding in the big metros & staff with announcements about the offer to make peopleaware.

Advertising on fm.Store atmosphere.

RETAIL PROMOTION MIX 1. ADVERTISING:

Advertising is recognized as an indispensable tool of promotion. It has acquired a lot ofsignificance in the national and international markets. With the advent of globalizationand liberalization its imperativeness in the Indian retail sector has increased as a result ofcompetitions, latest technologies, and the rapidly changing consumer lifestyles.

a. Objectives of Advertising:

The fundamental objective of advertising is to sell something a product, service. TheMajor Objectives of advertising are:

1. To promote a new product. 2. To warn the public against imitation of the retailersproduct. 3. Tomanagecompetitioninthe market.b. Benefits: 1. Advertisement helps in creating awareness among the customer about theexistence, price, and availability of product. 2. Increases the utility of existingproducts. 3. It educates customer about new product and their diverseuses. c. Types of advertising:i. Informative Advertising: Purchases of durable products are generally erratic and oftentoo expensive

to buy, so the retailer spends a huge amount on informative

advertising. ii. Corporate Advertising:Its main motive is to build a corporate image. Corporate Advertising builds up retailerimage. It increases goodwill towards the retail organization

iii. Financial Advertising

1.PROMOTION: Promotion can be loosely classified as "above the line" and "below theline"

promotion. The promotional activities carried out through mass media like television,radio, newspaper etc. is above the line promotion. The terms 'below-the-line' promotionor communications refers to forms of non-media communication, even non-mediaadvertising. Below-the-line promotions are becoming increasingly important within thecommunications mix of many

companies, not only those involved in Fmcg products, but also for industrial goods.


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BELOW THE LINE SALES PROMOTION

Some of the examples of BTL (bridge to luxury) promotions are by exhibitions,sponsorship activities, public relations and sales promotions like giving freebies withgoods, trade discounts given to dealers and customers, reduced price offers on products,giving coupons which can be redeemed later etc.

Below the line sales promotions are short-term incentives, largely aimed at consumers.With the increasing pressure on the marketing team to achieve communication objectivesmore efficiently in a limited budget, there has been a need to find out more effective andcost efficient ways to communicate with the target markets. This has led to a shift fromthe regular media based advertising.

Methods of below the line sales promotion:- i. Price promotions

Price promotions are also commonly known as" price discounting". These can be done intwo ways:- 1. A discount to the normal selling price of a product, or more of the productat the normal price. 2. Price promotions however can also have a negative effect byspoiling the brand reputation or just a temporary sales boost (during the discounts). ii.Coupons Coupons are very versatile, way of offering a discount. Following are theexamples of the use of coupons:-

-On a pack to encourage repeat purchase -In coupon books sent out in newspapersallowing customers to redeem the coupon at a retailer.

-A cut-out coupon as part of an advert.

The key objective with a coupon promotion is to maximize the redemption rate this is

the proportion of customers actually using the coupon. It must be ensured when acompany uses coupons that the retailers must hold sufficient stock to avoid customerdisappointment. Use of coupon promotions is often best for new products or perhaps toencourage sales of existing products that are slowing down.

iii. Gift with purchase The "gift with purchase" is a very common promotionaltechnique. In this the customer gets something extra along with the normal goodpurchased

eg.1)purchase of 5000/ get the perfume worth 2000. 2)buy three trouser of blackberry &get the gift voucher of 1000 rs.

iv. Competitions and prizes

Shopperss stop organize the event on the eve of new year that sing 6 songs of the samestarting word in 2 minutes get the 1000 rs. of gift voucher.

v. Money refunds Here, a customer receives a money refund after submitting a proof ofpurchase to the manufacturer. Customers often view these schemes with some suspicionparticularly if the method of obtaining a refund looks unusual.


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vi. Frequent user / loyal incentives Repeat purchases may be stimulated by frequent userincentives.

5. PUBLIC RELATION:

Public relations the planned and sustained effort to establish and maintain goodwill andmutual understanding between an organization and its target publics.

vii. Point-of-sale displays A data collection system that electronically receives andstores bar code information derived from a sales transaction. This could the zip codes forlibrary users, facilitating the library in determining geographic market are that usersreside in. Most of the big brands are following the suit of BTL promotion because ofrising prices of media based promotion, advertising clutter and increased impulsepurchasing.

BTL promotions are gaining popularity among all big companies nowadays consideringtheir effectiveness because of the "individual customer promotion" at a price, which is

much lesser than the normal media promotions.

3. PERSONAL SELLING: Persuasive communication between a representative of thecompany and one or more prospective customers, designed to influence the person's orgroup's purchase decision.

4. PUBLICITY OF PRODUCT:

Publicity non-personal communication in news story form about an organization, itsproducts or both, that is transmitted through a mass medium at no charge.

6.ATTRIBUTE Envelope

Something that envelops; a wrapping. A products wrapping affects a lot on its sale. Morecustomers are attracted if envelope is very attractive.

7. LOGISTICS: Logistics is the art and science of managing and controlling the flow ofgoods , energy, information and other resources like products, services and people fromthe source of production to the marketplace. Its Important to have professional logisticalsupport logistical. The operating responsibility of logistics is the geographicalrepositioning of raw materials, work in process and finished inventories where required atthe lowest cost possible.

8. SUPPLY CHAIN:

Supply chain, is a coordinated system of organizations, people, activities, informationand resources involved in moving a product or service in physical or virtual manner fromsupplier to customer. Supply chain activities transform raw materials and componentsinto a finished product that is delivered to the end customer.


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9. COMPETITORS

Shoppers stop operates in a competitive environment. For each line of business, they facecompetition from established national and regional companies. In the fashion segment,they probably face competition from pantaloon, Trent and Lifestyle. The hypermarketbusiness is relatively new, being just about three to four years old in the country.Shoppers stop faces competition from the likes of RPG (Spencers), Trent (Star IndiaBazaar) .

a. RPG GROUP:

Spencer & Company Limited is another large retail group in the countrHealth & Glow.

Food world, operated by Food World Supermarkets Limited, while He450-plus Music World, 50-plus Spencer's Hyper covering 4 mn sq.ft by

b.future group:Kishore biyani future group is one of the biggest competitors.

It Operates big bazaar, pantaloon zone

d.RELIANCE RETAIL:Investing Rs.30000 cr. ($6.67 billion) in setting up multiple retail form10.

e. LIFESTYLE: Investing Rs.400 cr.-plus ($90 mn) in next five years on Max Hypermar

f. PIRAMYD RETAIL: Aiming to occupy 1.75 million sq.ft retail space through 150 stores in n

MAJOR PROBLEMS

a. Retailing is in a rapid state of change due to speedy technological developments,changing competitive positions, varying consumer behaviors as well as their expectationsand liberalized regulatory environment. In such a scenario, information is crucial to planand control profitable retail businesses and it can be an important source of competitiveadvantage so long as it is affordable and readily available.

b. In west, retail businesses have been the early adopters of Information Technology (IT).As there is a need to capture accurate information and make it available not only withinthe store but send it to warehouse, distributors and manufacturers in real time to managethe short shelf life of some goods in grocery sector and costs of inventory, varied DSS

tools have been adopted by organized retailers. VMIs- vendor managed inventorysystems, Scanner, OLAP (online analytical processing), supply chain managementsystems, forecasting systems, CRM- customer relationship management systems, ERP-enterprise resource performance system etc. are the tools used by organized retailers indeveloped nations.

c. Most retailers collect and have access to huge amount of data, collected from day today operations e.g. customer loyalty data, retail store sales and merchandise data,


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demographic projection data etc. Currently retailers are data rich but information poor.There is a great potential to develop systems.

ANALYSIS OF INTERPRETATION OF DATA

SURVEY ANALYSIS

1. Total people surveyed-90

2. Total people who responded well-72

1. Men: 22 2. Women: 30 3. Youngsters: 18

4. Children: 8

5. Old aged: 12

Result-total people surveyed were 90 & 72 responded well from the majority was ofwomen.

B.Marital status:- 1. Married: 74

2. Unmarried: 16

Result-from total 90 married were 74 & unmarried were 16.

d. Income group: -

1. 0-10000: 20 2. 10000-20000: 24 3. 20000-30000: 28

4. More than 30000: 18

Result-most of the people in the survey was having the income 20000-30000.


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e. Is your home: - 1. A single family house: 55

2. Two family house: 25 3. Single: 10

Result-55 were the single family house. 25 were the two family house. 10 were thesingle.

f. Indicate activities/interests which you and/or household members enjoy on a regularbasis:

1. Bicycling/running: 1

2. Dieting: 25 3. Crafts: 5 4. Foreign travel: 15

5. Gourmet/fine food: 45

6. Fashion clothing: 40 7. Bible/devotional reading: 12 8. Physical fitness/exercise: 69 9. Stereo/records and tapes: 14

10.Art/antiques: 8 11. Outdoor gardening: 35 12. Wildlife/environment issues: 40

13. Health foods/vitamins: 70 14. Money making opportunities: 50

15. Book reading: 24 16. Self improvement: 45 17. Watching sports on TV: 40 18. Charities/volunteer work: 16


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19. Other: 12

Result-from the analysis it is clear that most of the people were interested in healthfoodsi.e70,physical fitness 69,fashion clothing 40 etc.

CONCLUSION FROM SURVEY ANALYSIS a. Men and women both are responsivethis shows that they have interest in the products either they buy or not. They have goodknowledge about the product they buy. b. Women are very careful about what they buy but sometimes men tend to ignore someof the features of product. c. Women are more attracted and keen to know about theschemes, discounts, gifts, etc on product. d. People have multiple life style and peoplehave interest in music, fitness, health, dieting, health food, vitamin rich products, andfashion clothing. e. Women, children, youngsters, aged people frequently make visit tostores. f. People of single family and apartment family are frequent customers. g. Peopleof middle class and upper middle class are frequent customers and they spend goodamount of their income.

TREND ANALYSIS a. how often you used this product before the scheme?

1. Every day: 49 2. More than once a week: 21

3. Once a week: 20

Result-from the total 90 people 49 people were there who use the product before thescheme every day.

b. How often do you use products from this

1. Every day: 55 2. More than once a week: 29

3. Once a week: 6

Result-55 people were using the product every day.

CONCLUSION FROM TREND ANALYSIS

Trend analysis shows that consumption rate of the products was good, as the productswere mainly daily used products. Earlier the rate of using of product was less incomparison, after the scheme.

CONJOINT ANALYSIS


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a. Stores are conveniently located:-

1. Very Strongly Agree: 20

2. Strongly Agree: 28

3.Agree: 27 4. Disagree: 15

Result-28 people were strongly agree that stores are conveniently located.

b. Store atmosphere and decor are appealing:-



Result-40 people were strongly agree that atmosphere & dcor are appealing.

c. A good selection of products was present.


2. Agree: 51 3. Disagree: 25

Result-51 people were strongly agree that the good selection of product was available.

d. (Store) has the lowest prices in the area:-



Result-45 people were strongly agree that store has the lowest price

e. Merchandise sold is of the highest quality:-


2. Agree: 52 3. Disagree: 12


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Result-52 people were agree that sold merchandise was of the highest cateogary.

f. Merchandise displays are attractive:-



Result -69 people were agree that merchandise displayed were attractive that shows thequality of the store.

h. Overall, I am very satisfied with the store:-


2.Agree: 30

3. Disagree: 5

Result-55 people were strongly satisfied from the store that shows a positive result.

Findings

1.it has been found by the research study that the Shopperss Stop has a unique image inthe mind of the customer for the superior quality of product .

2.it has the prestigious brand like; Tommy Hilfiger, Fcuk, Calvin Klein, Allen -Solly,Van Hausen etc. to which Shopperss Stop has provided the gateway to India.

3.Shopperss Stop is one stop solution for all the need of customers.4.It is the only one organization in India which has got the certificate from

IGDS(intercontinental group of departmental store).

5.It has got the highest numbers of the loyal customers more then 10 lacks in India whichgive them more then half of their business.

6. In India the retail sector is growing at the rate of 10% every year which is more thenany other country in the world.

7. Hardly there is 8% organized retail sectors other unlimited potential to grow for theretail giants.


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CONCLUSION

If this project proves to be of any usefulness to the reader then I will be very proud of it,that all the hard work done by my faculty and me has been fruitful.

Above all, I hope to have shown my reader that the answer of their questions on theworking of the company and its marketing strategies which made it a

retail giant and capture the big part of the market. how ever it is difficult to know about acompany but training provided to me helped me a lot to know the retail store andconsumers behavior to a great extent. i came to know how a consumer reacts to everyaction made by retail to pursue them with their promotional and marketing strategies.

This project helped me to clear my else doubts and step over the boundaries of confusionand queries with reference to retail store and helped to be more focused and helped me alot to understand the concepts in my studies.

BIBLOGRAPHY

BOOKS:

KOTLER PHILLIP,KELLER KELVIN Marketing Management, Pataparganj, Delhi,Dorling Kindersley(India)Pvt.Ltd ,

2007,

74 to 80, 164 to 170, 200 to 203, 205 to 208,231 to 236, 245 to 264.KUMAR ARUN AND MEENAKSHI N Marketing Management, Naraina, NewDelhi, Excel Books Pvt. Ltd.,2008, 11 to

14,29 to 31, 70 to 75, 82 to 98, 103 to 104,112 to 115, 126 to 128, 218 to229, 232 to 233.

INTERNET:

www.managmenteducation.com

www.livemint.com/shoppers-stop-plans-to-open-15-st.


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www.financialexpress.com/news/raheja-Group-to-live-off-shopper-stop

www.shoppersstop.com

www.indianretailnews.com

ANNEXURE

SURVEY QUESTIONNAIRES

Dear Customer, I m the student of INTERNATIONAL INSTITUTE OF BUSINESSSTUDIES, is conducting a study on the consumer behaviour of three retail outlets inShopper's Stop . Please fill in the following questionnaire to help us in our survey.

MBA project submitted to PTU (2011) 67


NAME:

AGE: 18-28 65

GENDER: Male

OCCUPATION:

28-38 38-48 48-58 58-

Female

1) How often do you shop?

Once a week Fortnightly Once a month

2) Which of the following stores do you shop at?

Big Bazaar Shopper's Stop Marks & Spencer Others (specify)____________________________________

3) What do you mostly shop for at the mentioned stores? Clothing AccessoriesGroceries

Others (specify) ____________________________________

4) Why do you shop at the above-mentioned store?

5) Rank your preferences for shopping: Proximity Quality


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MBA project submitted to PTU (2011)

68

Consumer behavior at Shoppers stop Brand Price

Store Layout One-stop shopping

6) Does advertising and promotion influence your shopping decisions? Yes No

7) Which form of promotion do you think is most effective? Print TV Radio

8) Indicate your satisfaction level based on the following parameters for the following

stores:

Retail Outlet

Unsatisfie

SatisfiedHighly Satisfied

d

Big Bazaar

Shopper's Stop

Shopper;s stop

9. Do you prefer branded clothing? _Yes_ NoMBA project submitted to PTU (2011) 69

_Sometimes

10. Are you memberat the Shoppers Stop? _Yes_No11. What you look for the most while shopping in Shoppers Stop ? (Rate yourpreferences)_Price_Quality

_Comfort and fitting _Color

_Fashionable

12 .Low cost , good fitting and comfort , variety in clours, if all are given for formalsdespite of brand name , will you like to buy the brand?

_Yes _No

13.Which brand do you prefer for formals ? _Austin reed_Vanheusen If others pleasespecify ?___________________


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14. Why?_________________________-


15. What do you prefer most in this brand ? _Formal shirts_Trousers_Formal Skirts_Casuals 12.Why ?____________________16.What influences you to buy this brand ?

_Pricing_Brand name _Comfort &Fitting _Fashionable /Trendy17 . To what extent you are statisfied with this brand?

_Highly statisifed _Satisified_ Neutral _Dissatisfied _Highly dissatisfied18. Suggestions for that particular brand :-___________________________________________________________________________________________________________________________________________________________________________

Thank you , dear customer for your precious time and

response.


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Consumer Behaviour towards shoppers stop

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