1

“Identify and analyze the factors which are responsible for customers’ inflow in “Shoppers Stop”.

In the partial fulfillment of first semester of PGDM

Under the supervision of: Submitted by: -

Dr. Raghuveer Singh Anirudh Bhatnagar (Director, CIPS) (PGDM-1st Sem.)

Submitted to:

Centurion Institute of Professional Studies, Sector-18, Kumbha marg, Pratap Nagar Jaipur

18th January 2010

ACADEMIC SESSION 2009-11

2

DECLARATION

I hereby declare that the information presented here is

true to the best of my knowledge. Also, the project has not

been published anywhere else.

Anirudh Bhatnagar

3

PREFACE

The MBA curriculum is designed in such a way that student can grasp maximum knowledge

and can get practical exposure to the corporate world in minimum possible time. Business

schools of today realize the importance of practical knowledge over the theoretical base. The

research report is necessary for the partial fulfillment of MBA curriculum and it provides an

opportunity to the researcher in understanding the industry with special emphasis on the

development of skills in analyzing and interpreting practical problems through the application

of management theories and techniques. It is a new platform of learning through practical

experience, which incorporates survey and comparative analysis. It gives the learner an

opportunity to relate the theory with the practice, to test the validity and applicability of his

classroom learning against real life business situations.

The researcher has conducted a research on:-

“Identify and analyze the factors which are responsible for customer’s inflow in

“shopper stop”.

4

ACKNOWLEDGEMENT The research work requires co-operation of many people and this work is no exception. It is

difficult to thank individually all the persons who patronized this work. The researcher had

asked for favors, borrowed ideas, expressions and facts from so many that it would require

one volume to give credit to all. So, the researcher wants to thank all the patrons of this report.

First and foremost, we would like to express our sincere and profound gratitude to Dr.

Raghuveer Singh (Director FMS, Centurion Institute of Professional Studies, Jaipur), &

Mrs. Babita Jha ( Faculty Member, CIPS ) who’s guidance has given a proper shape to this

project. His attitude towards excellence, his helping nature and his enthusiasm has been source

of constant inspiration.. His unhitching support during our work is very admirable. He is the

true driving force behind this work throughout, constantly encouraging us to do our best and

inspiring us to aim higher.

We will be failing in our duty, if we do not express our indebtedness to our Parents and family

members for generating Confidence in us right from the commencement of this task to its

accomplishment.

We are also very thankful to all the faculty members, the whole college staff for providing us

with necessary facilities and support, essential for bringing out this work in a short time.

We want to thank our friends who extended their cooperation and were patient at all stages of

our work.

Last but not the least, we are thankful to all respondents, who gave us their precious time and

support to fulfill this task, without their co-operation the study would not have seen the light

of the day.

Anirudh Bhatnagar

1st semester CIPS, Jaipur (Raj.)

5

EXECUTIVE SUMMARY

My project is made on the topic “identify and analyze the factors which are responsible for

customer’s inflow in “shopper stop”.

This project is totally focusing on consumer perception about the reliance fresh.

As today many retail brand are being available in the city, so can not choose any particular

thing and also cannot choose any particular location. So this is descriptive research.

In this research, the sampling technique is random sampling and the design which is used is

convenience sampling design, because convenience sampling design has two properties which

is unrestricted and non probability.

Interrogation through schedule interview has been use as a data collection technique and

questionnaire is data collection instrument, which is both close & open ended.

6

CONTENTS

Serial No. Description page No

Chapter 1 INTRODUCTION 7 1.1 History

Chapter 2 OVERVIEW OF SHOPPERS STOPS 9

2.1. Introduction to shoppers stop 10 2.2. Customer profile 12 2.3. Company description 14 2.4. Company profile 17 2.5. Concept about project 18

Chapter 3 RESEARCH METHODOLOGY 19 Chapter 5 DATA TABULATION, ANALYSIS 22-39

& FINDINGS Chapter 6 CONCLUSIONS 40 Chapter 7 RECOMMENDATIONS 41 Chapter 8 LIMITATIONS 42

BIBLIOGRAPHY 43

ANNEXURE-1 QUESTIONNAIRE 44-45

7

Chapter – 1

INTRODUCTION TO RETAIL

This project has been made on the research problem “This project is made on the topic

identifying target market of a retail outlet of “SHOPPER STOP” in Jaipur city. in 2009.”

Purpose of this project is to understand the consumer behavior towards this retail outlet and to

know their opinion about the determinants of image of another retail outlet in Jaipur. Today

India is standing on the threshold of retail revolution and witnessing a great change in its retail

Landscape i.e. from unorganized retailing to organized retailing. Retail is growing with an

annual rate of 40%. Its contribution towards GDP is 11% and towards employment is 8%. So

after agriculture retailing is one of the biggest sources of employment in the country and is

one of the largest industries in India. Although retail industry has existed in our country for

centuries but it is only the recent past that it is witnessing such a tremendous growth .This has

become possible due to large number of global players flocking to Indian shores for business

expansion as India is the second fastest growing economy in the world and third largest

economy in terms of GDP. Western markets are suffering from saturation point. So they are

Recognizing potential Indian market to serve. Combination of many factors has made India

the top destination for many global retail players. Many malls are opening up in the city. It is a

dire need of an hour to understand the consumer behavior and knowing its opinion about the

Determinants of image of a retail outlet which can lead to their success. So this project has its

worth this time.

8

HISTORY OF RETAIL

Retail stores started to develop in India from the beginning of 1995’s run their retail stores

from cities to towns from communities to department stores, hospitals, schools and stations.

The total amount of retail stores is about two hundred fifty for the first five biggest retail

stores. The competition is getting stronger and stronger. Facing with fierce competition, retail

stores are not only enforcing marketing strategy, but also need to maintain customer

relationship. Crosby, Evans and cowels suggest that good relationship quality can be achieved

by managing relationship.

9

Chapter – 2

SHOPPERS STOP

Headquarters Bombay Area, India

Industry Retail

Type Public Company

Status Operating

Company Size 5,000 employees

2007 Revenue 8,881 mil [INR] (28%)

Founded 1991

10

INTRODUCTION OF SHOPPERS STOP

Shoppers Stop Limited was founded by K Raheja Corp in 1991 laying the foundation of the

organized retail industry in India. It started operations with the first store in suburban Mumbai

and is now a multi-channel retailer with 26 large format department stores and online

presence.

From its inception, Shopper's Stop has progressed from being a single brand shop to becoming

a Fashion & Lifestyle store for the family. Today, Shopper's Stop is a household name, known

for its superior quality products, services and above all, for providing a complete shopping

experience.

With an immense amount of expertise and credibility, Shoppers’ Stop has become the highest

benchmark for the Indian retail industry. In fact, the company’s continuing expansion plans

aim to help Shoppers’ Stop meet the challenges of the retail industry in an even better manner

than it does today.

Shoppers Stop invested in and acquired the Crossword Bookstores which now operates more

than 50 stores across the country. It has also invested in Hyper City, a hypermarket which has

been rated as amongst the top 100 stores worldwide.

With exclusive brands as well as domestic and international brands, Shoppers Stop continues

its expansion across the country with the department stores, bookstores and hypermarkets.

Shoppers' Stop is a leader in the Indian Retail Sector and one of the pioneers in setting up

large format department stores chain in India. Shopper's Stop Ltd has a national presence, with

over 6,85,000 square feet of retail space and stocks over 200 brands of garments and

accessories.

11

India's premier shopping destination with stores in Mumbai (6), Delhi, Bangalore(2),

Hyderabad, Jaipur, Pune, Kolkata(2), Gurgaon & Chennai, Shoppers' Stop is today India's

largest retail chain of department stores. Shoppers' Stop is the only Indian member of IGDS

(Intercontinental Group of Departmental stores) along with 29 other experienced retailers

from all over the world, including, Selfridges of England, Karstadt of Germany, Takashimaya

of Japan, C K Tang (Singapore) and, Lamcy Plaza of Dubai to name a few. Shoppers' Stop

was selected Super Brand 2003/2004 by an independent Super brands Council comprising of

the most eminent professionals from Marketing and Advertising out of a national list of 711

brands across 98 categories.

Vision: To be a Global Retailer in India and Maintain No.1 position in the

Indian Market in the Department Store Category.

.

Positioning

Shoppers’ Stop is positioned as a

family store delivering a complete

shopping experience defined by its

mission, vision and values.

.

12

INDIA – 2000 & BEYOND…

Expanding its operations to Bangalore, Hyderabad, Jaipur, Delhi Chennai, Mumbai (Andheri,

Bandra, Chembur, Kandivli, Mulund), Pune, Gurgaon and Kolkata, Shoppers’ Stop is today

recognised as India’s premier shopping destination. With a customer entry of about 50,000

customers a day, a national presence with over 6,00,000 square feet of retail space and stocking

over 250 brands of garments and accessories, Shoppers’ Stop has clearly become a one stop shop

for all customers.

CUSTOMER PROFILE Shoppers’ Stop’s core customers represent a strong SEC A skew. They fall between the age group

of 16 years to 35 years, the majority of them being families and young couples with a monthly

household income above Rs. 20000 and an annual spend of Rs.15000. A large number of Non -

Resident Indians visit the shop for ethnic clothes in the international environment they are

accustomed to.

Range of merchandise… The stores offer a complete range of apparel and lifestyle accessories for the entire family.

From apparel brands like Provogue, Color Plus, Arrow, Levi’s, Scullers, Zodiac to cosmetic

brands like Lakme, Chambor, Le Teint Ricci etc., Shoppers’ Stop caters to every lifestyle need.

Shoppers' Stop retails its own line of clothing namely Stop, Life, Kashish, Vettorio Fratini and

DIY.

The merchandise at Shoppers’ Stop is sold at a quality and price assurance backed by its

guarantee stamp on every bill. Their motto: “We are responsible for the goods we sell”.

Customer Rewards – The First Citizen

13

Shoppers’ Stop’s customer loyalty program is called The First Citizen. The program offers its

members an opportunity to collect points and avail of innumerable special benefits. Currently,

Shoppers’ Stop has a database of over 2.5 lakh members who contribute to nearly 50% of the

total sales of Shoppers’ Stop.

International Affiliations Shoppers’ Stop is the only retailer from India to become member of the prestigious

Intercontinental Group of Departmental Stores (IGDS). The IGDS consists of 26 experienced

retailers from all over the world, which include established stores like Selfridges (England),

Karstadt (Germany), Shanghai No. 1 (China), Matahari (Indonesia), Takashimaya (Japan), C

K Tang (Singapore), Manor (Switzerland) and Lamcy Plaza (Dubai). This membership is

restricted to one member organization per country/region.

Acquisitions The Organisation, in 2000, along with ICICI ventures also acquired the reputed bookstore,

“Crossword”, which offers the widest range of books along with CD-ROM, music, stationery

and toys. Services like Dial-a-book, Fax-a-book and Email-a-book enable customers to shop

from their homes. Crossword currently has 18 Stores.

Supply Chain Management Understanding the importance of distribution and logistics in ensuring that merchandise is

available on the shop floors, has led Shoppers’ Stop to streamline its supply chain. The

company has developed process manuals for each part of the logistics chain. These modules

include vendor management, purchase order management, stock receiving systems, purchase

verification and inventory buildup, generation and fixing of price and store tags, despatch of

stocks to the retail floor and forwarding of bills for payment.

14

Future Plans Shoppers’ Stop aims to position itself as a global retailer. The company intends to bring the

world’s best retail technology, retail practices and sales to India. Currently, they are adding 4

to 5 new stores every year.

COMPANY DESCRIPTION

Gateway Multichannel Retail (India) Ltd; a subsidiary of Shoppers Stop has opened its first

store "Hypercity Argos" at Thane in Mumbai and a department store at MGF Saket, in New

Delhi.

With these launches, the company says it has 23 "Shoppers Stop" stores under its operation.

Shoppers Stop already operates its other formats- Arcelia, HomeStop, Crossword, Mothercare,

Mac and Clinique, a top cosmetic brand has opened for the first time in India through a stand

alone format, Select Saket, City Walk Mall in Saket, New Delhi.

The company now has the following Shopper's Stop and other brand stores under its

operation. These stores are either Shop - in Shop Stores i.e. within the existing stores or as a

separate stand alone store at various locations.So far the company operates 23 stores under

Shopper's Stop, three under Homestop, two under Arcelia, one airport retailing store branded

'Stop & Go'. Moreover, it has three outlets under the MAC banner, 24 F&B outlets under the

'Brio' or 'Desi Café' brands (of which two outlets are Food Courts), a solitary outlet under the

'Clinique' flag, 10 shop-in-shop bookstores under the 'Crossword' banner in addition to 36

standalone 'Crossword' stores, and eight shop-in-shop Mothercare outlets, and an equal

number of eight stand alone Mothercare stores.

15

Shopper's Stop was founded by K Raheja Corp. in October 1991 with its first store in

Mumbai. From being a men's ready to wear store it soon evolved into a complete family

lifestyle store. As of 2008, Shopper's Stop had 1.3 million sq. feet. of retail space spread

across 24 stores in 11 cities in India with a retail turnover of over Rs. 12.07 billion.

According to analysts, in the mid-2000s, Shopper's Stop started to lose its market value as it

failed to keep pace with changing customer preferences. It faced competition from several

retailers such as Globus, Westside, Lifestyle, etc., who were catering to the same segment of

customers.

Changing consumer behavior and the growing demand from youngsters for trendy products

made Shopper's Stop consider the option of rebranding itself. It conducted a series of

workshops called 'Trial Room’, to understand the preferences of consumers.

The workshops revealed that what was needed was a change in the look and feel of the brand.

For Shopper's Stop, rebranding meant not just a change of logo but the execution of new

business strategies, with the core principles remaining intact.

According to Ravi Deshpande, Chief Creative Officer, Contract Advertising which designed

the new campaign for Shopper's Stop, "The retailer needed its brand idea to change to connect

to younger people. The purpose was also to cut the age of the brand as fresh ideas do help in

people looking differently at the brand."

As a part of the rebranding efforts, Shopper's Stop introduced a new rectangular logo designed

by Ray+Keshavan. Though the logo was changed, the black & white color scheme was

retained.

16

Govind Shrikhande, Customer Care Associate and CEO, Shopper's Stop, said, "It is more

classical, rich, and authoritative - something Shoppers customers connect with. Black and

white gives us a strong brand recall value."

The tagline was also changed from 'Shopping. And Beyond' to 'Start Something New' which

implied that customers should try out something new and different, and upgrade themselves

according to the demands of the changing world. The other initiatives included a new dress

code in black and white for the employees and training sessions for the employees to help

them tackle demanding customers with varied tastes.

Shopper's Stop also introduced a company anthem for the staffers penned by renowned lyricist

Gulzar and sung by popular Indian playback singer Sonu Nigam. It was played every morning

across all outlets in the country as a song of celebration.

Shopper's Stop brought out collectible shopping bags with different themes and launched the

first in the series based on the theme 'Fashion for the Ages'.

To make shopping an enjoyable experience for its customers, it launched an in-store radio in

association with Blue Frog Media Pvt. Ltd. which aired music across all its stores in India

while radio jockeys offered tips on fashion and wellness. It also planned to start its online

portal by the end of 2008 to enable customers to shop online.

In addition to these initiatives, Shopper's Stop also started an environmental awareness

campaign called 'Think Green'. As part of this initiative, it planted more than 500 trees and

distributed 1,500,000 seed sachets among its customers. Besides, a series of print and

television commercials in black and white with an environmental message that also conveyed

Shopper's Stop's repositioning, were launched.

17

Company Profile of Shoppers Stop

1. Krishnamurthy Hedge:- GM web solution

2. Tanya Mishra:- HR head

3. Sahil Anand:- Area head north

4. Roohi Mohammad:- Head HR crossword

5. Soumya Chattopadhyay:- Mgmt. Intern

6. Piyushi Singh:- Unit Head marketing

7. Rajat Mathur:- DGM marketing

8. Archana Sinha:- Manager

9. Sanjay Chakravarti:- Sen. General manager(finance & account)

18

Concept About Project

Retail stores provide friendly environment & better facilities to attract more customers.always

try to serve them more facilities, more product variety with various brands,good interior

design because of today’s customers want much more from you & serve them more

satisfaction & pleasure also.

Uses This Concept

1. To find out the customer demand from retail stores at jaipur city

2. To find out the satisfaction level of customers

3. To find out the service frequency of retail stores

4. To find out the behaviour of salesman of retail stores.

5. to find out the consumer’s choice regarding the retail store SHOPPERS STOP at

jaipur.

Advantage of This Concept

With the help of this concept we can identify various factors which influence Customers

choice , shopping habits of customer, customers desire , needs ,Customers perception about

retail outlets & customers satisfaction also , which play very important role to success for a

retail outlet.

This concept also helps to know customer’s ideas and thinking through which we can get

better result.

19

Chapter – 3 RESEARCH METHODOLOGY

Methodology is very important part of the project. Though you have set the objective but if

the methodology used is not correct the data interpreted will be misleading. So it is very much

necessary that precautions should be taken while deciding the methodology to be used for the

collection and analysis of data.

Problem Identification

Identify and analyze the factors which are responsible for customers’ inflow in “SHOPPERS

STOP’’ in Jaipur city.

Objectives

• To find out the customers’ perception towards shoppers’ stop.

• To know the image of shoppers’ stop in consumers’ mind.

Variables

• Location

• Price of products

• Variety of products

• Quality of products

• Ambience

• Front line employees

• Availability of products

• Lucrative offers

• Advertisements

• Parking facility

20

Research Design

Descriptive

Descriptive is selected because

1. Variables have been identified

2. I wanted to describe the characteristic of variables

Sample Size

100 Respondents

Sample Design

Non probability

Convenience

Because

1. Population is finite.

2. Source list is not available.

Collection of Data

The reliability of the result depends upon the data collection . to conduct a Purposeful research

the market researchers need various type of regarding market Researchers need various type

of information regarding market ,product and Marketing policies. The basic means of

obtaining primary data is communicating with the various customers. Communicating

involves questioning to the customers to secure the desired information using the data

collecting technique called questionnaire. The question will be asked in the writing. This

technique was very useful for collecting data regarding perception of the researcher.

Types of Data

There are two types of data:

1. Primary data

2. Secondary data

21

In the market research conducted I have gathered Primary data from different

resources.

Survey Method

Survey is a systematic gathering of data from the respondents through the Questionnaire. This

is the most widely used method for the research. Two opinions are available to the person

conducting the market research either he surveys the entire universe or a part of the

universe and draws conclusions about the whole universe on the basis the information

obtained on studying a part of it.

In survey two methods are used one is questionnaire method and another is interview

method.

22

Chapter – 4 DATA TABULATION, ANALYSIS AND FINDINGS:

Gender

(a)Male 58%

(b)Female 42%

58%

42%malefemale

Interpretation

As per the data found after analysis out of 100 samples, 42 were females and 58 were males.

Thus the total percentage comes to 42% female and 58% male. So male customers are more

than female at SHOPPER STOP.

23

.Age group

(a)15-20 15%

(b)21-25 27%

(c)26-30 40%

(d)above 31 18%

15

27

40

18

0

5

10

15

20

25

30

35

40

respondents

15-20 21-25 26-30 above 31

age group

Series1

Interpretation

The highest age group comes under the age of 26-30 years. The minimum age group comes

under the 15-20 years.

24

Martial status

(a)Married 38%

(b)Unmarried 62%

38%

62%

marriedunmarried

Interpretation

The customers comes at shopper stop are 62% unmarried and 38% married.

25

Occupation

(a)business 12%

(b)govt. job 10%

(c)pvt. Job 48%

(d)students 30%

12

10

48

30

0 10 20 30 40 50 60

business

govt.job

pvt. Job

students

Series1

Interpretation

The highest customers are private employee(48%) and lowest is govt. employees which is

10%.

26

Education

(a) 10+2 13%

(b) Graduate 32%

(c) Post graduate 35%

(d) Professional degree 20%

13%

32%

35%

20%

10+2graduatepost graduatepost graduate

Interpretation

Most of the customers who comes to here are post graduate(35%).and lowest is 10+2

students(13%).

27

Annual income

(a) below 5 lacs 58%

(b) 5-10 lacs 25%

(c) 10-15 lacs 13%

(d) above 15 lacs 4%

0

58

0-Jan

25

0

13

04

0

10

20

30

40

50

60

income

1 2 3 4 5

respondents

Series1Series2

Interpretation

The highest percentage comes below 500000 incomes and the lowest percentage comes above

1500000 incomes.

28

Where do you enjoy shopping the most?

(a) Shopper’s stop [77]

(b) Lifestyle [03]

(c) Big bazaar [20]

(d) Vishal mega mart [00]

What changes do you want to see with shopper’s stop?

(a) More outlets [75]

(b) Good employee’s behavior [15]

(c) Services [07]

(d) Interior design [03]

How do you know about Shopper’s Stop?

(a) Advertisement [05]

(b) Radio [20]

(c) Newspaper [15]

(d) Magazine [14]

(e) Others [46]

29

Interpretation

Most of the customers that visit to shoppers stop came to know about it by their friends and

family members.

30

• How often do you visit Shoppers Stop?

(a) Sometimes [13]

(b) Occasionally [27]

(c) Frequently [42]

(d) Very Often [13]

Interpretation

Shopper’s Stop is frequently visited by respondants.

31

• Please rate the following according to your preference

{1- Highly influential 2-Influential 3-Average 4-Less influential 5- Least influential}

Rating 1- Highly influential

2-Influential

3-Average

4-Less influential

5- Least influential

Location 31 10 12 4 43

Price 32 37 15 9 7

Variety of products 30 40 24 4 2

Quality of products 28 23 20 15 14

Ambience 34 45 16 2 3

Front line employees 30 48 12 6 4

Availability of products 32 20 25 8 15

Lucrative offers 19 20 10 24 27

Advertisements 9 17 20 24 30

Parking facility 10 20 15 15 40

32

Location

Rating 1 Highly influential

2 Influential

3 Average

4 Less influential

5 Least influential

Location 31 10 12 4 43

Interpretation

Most of the customers find this location least influential.

33

Price

Rating 1 Highly influential

2 Influential

3 Average

4 Less influential

5 Least influential

Price 32 37 15 9 7

Interpretation

The price is influential for most respondents.

34

Variety of products

Rating 1 Highly influential

2 Influential

3 Average

4 Less influential

5 Least influential

Variety of products 30 40 24 4 2

Interpretation

The variety of products is also influential for most of the respondents.

Quality of products

Rating 1- Highly influential 2-Influential 3-Average 4-Less

influential 5- Least

influential

Quality of products 28 23 20 15 14

35

Interpretation

Respondents think the quality of products is highly influential.

Ambience

Rating 1 Highly influential

2 Influential

3 Average

4 Less influential

5 Least influential

Ambience 34 45 16 2 3

36

Interpretation

The ambience is influential for most respondents.

Front line employees

Rating 1

Highly influential 2

Influential 3

Average 4

Less influential 5

Least influential Front line employees 30 48 12 6 4

Interpretation

According to responses front line employees are influential.

Availability of products

Rating 1- Highly influential

2-Influential

3-Average

4-Less influential

5- Least influential

Availability of products 32 20 25 8 15

37

Interpretation

Availability of products is highly influential.

Lucrative offers

Rating 1- Highly influential

2-Influential

3-Average

4-Less influential

5- Least influential

Lucrative offers 19 20 10 24 27

38

Interpretation

Response shows that lucrative offers are least influential.

Advertisements

Rating 1- Highly influential

2-Influential

3-Average

4-Less influential

5- Least influential

Advertisements 9 17 20 24 30

Interpretation

Advertisements are least influential according to the responses.

39

Parking facility

Rating 1- Highly influential 2-Influential 3-Average 4-Less influential 5- Least influential

Parking facility 10 20 15 15 40

Interpretation

Most respondents think that the parking facility is least influential.

40

Chapter – 5

CONCLUSION

The conclusion which is generalized after the data analysis is that the sales of shopper’s stop

can increase with the proper quality of products, availability of products whereas location,

lucrative offers, advertisements and parking facility are not so influential. These are the main

things which influence the sales volume of the shopper stop. So I can say that the customer’s

perception towards Shopper’s stop is overall good.

The image of Shopper’s stop in consumer’s mind is good as per the response collected of all

the respondents. I can say so as, the respondents would want to see more outlets of Shopper’s

stop and prefer shopping in Shopper’s stop as compared to other well known shopping marts.

So this is how I would conclude this research.

41

Chapter-6

RECOMMENDATIONS

On the basis of collected responses, I would suggest that the sales volume can be increase by

improving the variety of products, ambience of the place, good front line employees,

promoting through advertisements and providing enough parking facility.

42

Chapter-7

LIMITATIONS:-

Though I tried my level best to make the study perfect & proof yet it has following limitation

for the reason beyond control.

Time was major constraint in the study process.

Dull process and unwilling respondent also affect the result of the study.

The result if the study is applicable to the survey area only.

Some of the consumer could have been achieved the actual information.

It is assumed that the information given by the respondents is authentic and best of their

knowledge.

43

BIBLIOGRAPHY Kothari C. R. ; Research Methodology; Second Edition; New Age International (p) Limited,

publisher; 2004 , pp. (1-229).

Google website

44

ANNEXURE - 1

Respondent name : -________________________________

Place : -________________________________

Date : -________________________________

Gender Male Female

Age group (in years) 18-20 21-30 20-40 Above41

Education 10+2 Graduate Post graduate Others

Occupation Business Govt. job Private job Student

Annual income(in Rs)

Below 100000

100000-200000

200000-300000

Above 300000

Family members 0-1 2-4 4-6 Above 7

Marital status Married Unmarried

45

How do you know about Shopper’s Stop?

(a) Advertisement (b) Radio

(c) Newspaper (d) Magazine

(e) Others

How often do you visit Shopper’s Stop?

(a) Sometimes (b) Occasionally

(c) Frequently (d) Very Often

• Please rate the following according to your preference

{1- Highly influential, 2-Influential, 3-Average, 4-Less influential, 5- Least influential}

Rating 1 2 3 4 5

Location

Price

Variety of products

Quality of products

Ambience

Front line employees

Availability of products

Lucrative offers

Advertisements

Parking facility