SUMMER TRAINING PROJECT REPORT

ON
CIRCULATION STUDIES

SUBMITTED BY

Jugal Motla
PGDM-Retail Management
Roll No: 32

K. J. SOMAIYA INSTITUTE OF MANAGEMENT STUDIES AND

RESEARCH

April-June, 2010

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 SUMMER TRAINING PROJECT REPORT
ON
CIRCULATION STUDIES

By

Jugal Motla

Under the guidance of

Mr. Sanjeev Bali Prof. R.Srinivasan

Operations-Head Faculty- Marketing
Lifestyle International, Mumbai SIMSR, Mumbai.

K J Somaiya Institute of Management Studies & Research

April-June, 2010

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 Certificate of Approval

We approve this Summer Project Report titled "Circulation Studies" as a certified study in
management carried out and presented in a manner satisfactory to warrant its acceptance as a
prerequisite for the award of Post-Graduate Diploma in Business Management-Retail
Management for which it has been submitted. It is understood that by this approval we do not
necessarily endorse or approve any statement made, opinion expressed or conclusion drawn
therein but approve the Summer Project Report only for the purpose it is submitted.

Summer Project Report Examination Committee for evaluation of Summer Project Report

Name Signature

1. Faculty Examiner

2. PG Summer Project Co-coordinator

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 Certificate from Summer Project Guides

This is to certify that Mr. /Ms. XYZ, a student of the Post-Graduate Diploma in Business
Administration/ Post Graduate Program in International Business, has worked under our
guidance and supervision. This Summer Project Report has the requisite standard and to the
best of our knowledge no part of it has been reproduced from any other summer project,
monograph, report or book.

Faculty Guide: R.Srinivasan Organizational Guide: Mr. Sanjeev Bali

Designation: Designation: Operation-Head
SIMSR Organization: Lifestyle, Landmark Group
Address: Italian Compound, Opp. Oberoi
Date: 07/07/2010 Mall, Goregaon(E), Mumbai.
Date: 07/07/2010

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ABSTRACT

OBJECTIVES:

1) Identify the direction of customer flow in the store from all entry to the store.

2) Identify the direction of customer flow from the escalator on the 1st level and 2nd level of the
store.

3) Identify the dead pockets inside the store.

Methodology:

Circulation Studies was mainly based on „Primary Research‟. „Observation‟ and „Questionnaire‟
was the research technique used.

Observations were made at Lifestyle, Phoenix Mills, Mumbai. Observations of the customer
flow in the store were made from the following points:

 Main Gate – „0‟ level

 Back Gate(Mall Entry) – „0‟ level
 Back Gate(Mall Entry) – „1‟ level
 Escalator – „1‟ level
 Escalator – „‟ level

Questionnaire was followed after observations made at the above mentioned area.

Questionnaire was filled by customers at the Billing Counter and various shopping area inside
the store.

Conclusion:

The report analyzed the customer walk-ins direction in Lifestyle store by observations and with
the help of questionnaire at all the entry points to the store and also on 1st and 2nd level escalator.
The results of the survey done as a part of the project gave useful inputs for identifying the high
traffic area, dead pockets within the store for our final suggestion. It was concluded that more
inclusions for improving the layout to increase the walk-ins at low traffic area were given.

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Acknowledgement

I received immense cooperation from everyone in the organization and I wish to express my
gratitude to all the individuals in the organization who have helped me and provided immense
support in completing my project.

During the course of this project, a lot of people have helped. Although it would be impossible to
mention everyone, I particularly want to express my appreciation to the following individuals:

I am thankful to my project mentor Mr. Sanjeev Bali, Head-Operations, Regional office

Mumbai, for giving me the opportunity to work on this project. He was always very
approachable.

I am also thankful to Mr. Abhishek Verma, Business Manager-Lifestyle, Phoenix Mills,

Mumbai, for their extended support throughout the project.

I would also like to thank Landmark Group for letting me avail of various facilities which helped
me great deal in learning about the project and add to my knowledge. I would like to thank all
the employees in the organization that provided me with the data and information required for
the completion of our project.

Lastly, I also take this opportunity to thank my college, K. J. Somaiya Institute of Management
Studies and Research, for giving me an opportunity to work in this esteemed organization.

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CONTENTS PAGE

Circulation: Overview 08

About Landmark Group 12

About Lifestyle 21

About High Street Phoenix 22

Research Findings: By Observation 24

„0‟ Level 26

„1‟ Level 34

„2‟ Level 39

Questionnaire Analysis 42

Questionnaire Sample 47

References 48

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CIRCULATION
It plays a major role in determining „shopping experience‟. It controls the movement and flow of
traffic within the Store. The way in which the Fixtures and furniture is arranged within a store
helps to determine the circulation of the customers inside the store.

In order to begin making changes to the product placement in your store, you need to map out an
overall plan. To do this, you first need to understand the current traffic flow of your store and
develop a plan that will encourage customers to shop your entire store with their attention
focused where you would like it to be. By strategically placing demand/destination products and
impulse items throughout the interior of your store, you can balance the traffic flow throughout
your store and increase your overall sales by making the best use of every square foot. Start by
taking the pulse of your merchandise selection from the front to the rear of your store and follow
these tips for redirecting customer traffic to maximize your sales:

1. Windows set the tone, communicate your store's image and invite customers inside.
2. At the entry, introductory displays, including graphics, welcome and educate the
customer. The entry area is often referred to as the "decompression zone," where
customers make an adjustment to the new environment: they take off their glasses, close
an umbrella, and take visual stock of the entire store. Sales rarely take place in the
"decompression zone" - in fact, most sales take place after the customer passes through
this area. For this reason, companies like Estee Lauder prefer their cosmetic counters to
be placed a few feet in from the department store entry.
3. Once your customer passes through the "decompression zone" they look at the price of
the first item, generally to their right that is easily accessible. This initial item should
have a price point that is not overwhelming to your customers, as this area, called the
"strike zone," offers your customer their first impression of your store's prices. Extensive
video auditing by professional retail designers has found that in Western cultures,
customers usually turn right immediately upon entering a store into the "strike zone" and
continue on their journey through your store. You should consider placing a compelling
display of affordable products (in relation to the price point of your overall merchandise)
in the "strike zone."
4. Once through the "strike zone", the right wall of your store is usually your most valuable
real estate as this is the area that is generally traveled first and viewed most thoroughly by
our customers. On the right wall, you may want to place affordable items (in relation to
other products within your store). This can include products that you are promoting but
which are not necessarily demand items. Demand merchandise includes those items that
the customer has made the decision to purchase before they enter your store.

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 5. Traditionally, the cash wrap is centrally located. It is highly recommended that you place
your wrap to the left of the store entry and arrange impulse products around the cash
wrap. The cash wrap also serves as a security checkpoint and as an area that can allow
visibility to all parts of the store. When designing the cash wrap area, keep in mind the
many functions that will be accommodated by the space and plan accordingly.
6. One of the most highly trafficked areas is the cash wrap. Add-on and impulse
merchandise should be placed above, behind, and near the cash wrap where possible. The
cash wrap is the location that offers the most captive audiences (a waiting customer) and
is the point at which impulse sales are most often made.
7. High demand products placed in the rear of the store will pull customers through the
store, increasing the visibility of other products along the way. Hallmark stores often
place their greeting cards at the rear of the store, moving traffic through seasonal,
collectible, and other merchandise to reach the destination area.
8. Add-on merchandise and impulse products are usually placed near the demand
merchandise in a highly trafficked area to suggest further purchases.
9. Place impulse items in the front of your store and in locations of high traffic between the
door and displays of demand products but outside of the "decompression zone."

Based on the studies for Lifestyle Store these are the layout:

Grid Layout:
Grid Layout is a type of store layout in which counters and fixtures are placed in long rows or
“runs,” usually at right angles, throughout the store.
Advantages
 Low cost
 Customer familiarity
 Merchandise exposure
 Ease of cleaning
 Simplified security
 Possibility of self-service
Disadvantages
 Plain & uninteresting
 Limited browsing
 Simulation of rushed shopping behavior
 Limited creativity in décor

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Race Track Layout/ Loop Layout:
It exposes shoppers to a great deal of merchandise as they follow a perimeter traffic aisle with
departments on the right and left of the circular, square, rectangular or oval racetrack. This layout
divides the selling floor into shops within the store. This layout is employed in a discount or a
department store.
Advantages:
 This layout exposes shoppers to a great deal of merchandise
 It forces the customer to visit multiple departments as they pass through
 This loop effect facilitates impulse buying
 The newest merchandise is prominently displayed on these main
Disadvantages:

 Takes time to shop and move around. Offers little familiarity

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11
Landmark Group

Founded in 1973 in Bahrain, the Landmark Group has successfully grown into one of the largest
and most successful retail organizations in the Middle East. An international, diversified retail
conglomerate that encourages entrepreneurship to consistently deliver exceptional value, the
Group operates over 900 stores encompassing a retail presence of over 13 million sq. ft. across
Middle East, India, Egypt, Turkey, Yemen and Pakistan (franchise operation). The Group
employs around 31,000 employees.

Our Businesses
As one of the largest retail conglomerates in the Middle East and India, the Landmark Group has
a diverse portfolio of retail and hospitality brands.

Retail Brands

Home Center:

There's no place like home, and there's no place like Home Centre to transform any space into
your dream home. At over 50 stores spread across the GCC, North Africa, Jordan and the Indian
Subcontinent, Home Centre is the leading retailer of furniture and homewares in the region.
From its first store in Sharjah, UAE in 1995, Home Centre today occupies half a million sq. ft. of
retail space within its stores in the UAE and targeting to take this to 750,000 sq. ft. by opening
new stores by end of 2010, and over 2 million sq. ft. of retail space across the Middle East & its
markets. Home Centre product range spans furniture, homeware & accessories for the living,
bedrooms, dining, Kids, Outdoors & Home Office Segments.

Home Centre has recently been awarded the Superbrand Status for 2010 across 2 key markets in
the Middle East : UAE & Kuwait Home Centre has always been responsible towards the
environment and the society it operates in. The recent incident has been an initiative by Home
Centre to raise funds for the Dubai Autism Center to help children with Autism Spectrum
Disorder. Green Initiatives by Home Centre has been to reduce usage of plastic shopping bags
and replace the same with recyclable paper bags.
Centrepoint:

Single destination shopping experience

Centrepoint is a one stop shopping destination, with Babyshop, Splash, Lifestyle, Shoe Mart and
more recently Beautybay under one roof. Centrepoint has become the 1st choice shopping
destination for the whole family across the Middle East.

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The Centrepoint has been designed to reflect the dynamism and diversity of the brands it
represents and leverage their brand equity and appeal. The most visible benefit of this
convergence has been the enhanced design and stimulating shopping experience for consumers.
Centrepoint will offer the same great value for money in a visually exciting destination for the
whole family. It is shaping consumer perceptions, increasing brand worth and fuelling future
growth for the group in the mid market retail section.
Babyshop:

One Stop Shop for all your Children's Needs

Babyshop is a concept store specializing in toys, fashion clothing, baby basics, nursery furniture
and much more for newborn babies, toddlers and children up to 16 years. Babyshop has
revolutionized retailing for children and mothers by understanding the needs and delivering
products and services as per their requirement in a pleasant and fun filled environment.

The chain's international brands includes Lee cooper, Barbie, Disney, Graco, Ferrari (cycles and
car seat), Maclaren (car seats), Maui & Sons, Fisher Price, Little Tikes, Peg Perego and several
others and also has its own in-house brands named Juniors, Giggles and Gear. Babyshop sources
products from the best manufacturing units from all over the world, making sure at all times to
uphold the quality value of its brand far above competition and expectation.
Splash:

Multi-brand store with International & In-house designed brands

Splash is a leading high street fashion retailer in the Middle East and showcases popular
collections for men, women and teens with a wide offering of fashion apparel and accessories to
suit its customer's every lifestyle need. Known for its extremely competitive value and up to date
mapping of global trends, Splash has carved a niche for itself as one of the most successful local
players in the Middle East's high-street fashion category. The core philosophy that drives Splash,
and the dynamic team that makes the brand, is that youth is nothing but a frame of mind.
In-house designed collections include favorites like Ms, Nexus, Retro, ZYNC, Scarlet and
Friday-Kinyobi while Splash's international portfolio comprises of international brands like Lee
Cooper (European denim brand), Arrow (American Apparel brand), Bossini (Hong Kong based
leisurewear brand), Kappa (Italian sports brand), Maui & Sons (Californian surf & lifestyle
brand), UMM (Italian Music Inspired Brand) and Zodiac (the Business shirt & Tie brand) among
others.
Shoe Mart:

One stop shop for fashion footwear and accessories

Shoe Mart, the largest footwear and accessories retail chain in the Middle East offers a range of
affordable, world - class brands for men, women and children.
Shoe Mart, a home grown and leading footwear brand, offers a plethora of fashion labels for
everyone's feet. Shoe Mart is the largest retailer in footwear and accessories operating across the
UAE, Saudi Arabia, Qatar, Bahrain, Kuwait, Jordan and Egypt.
With the single minded objective to deliver the best to our valued customers continually, Shoe
Mart retails extensive collections of fashionable casuals, formals, sporty and chic footwear from

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over 30 countries across the globe! Along with a spoilt-for-choice range in trendy footwear for
all ages, it also offer an array of alluring accessories including handbags, belts, jewelry, school
bags, and a selection of shoe care products.
Lifestyle:

The essence of a woman

Lifestyle, a well-defined retail concept, offers a wide range of exclusive products, from an
exquisite variety of home décor, furnishing and bath décor to home fragrance, makeup,
perfumes, fashion accessories, bags, spa products and teen gifts.

Since its inception in 1998, Lifestyle has expanded into a chain of over 80 stores across the
Middle East, offering an incredible range of products in home décor, home furnishing, bath
décor, lighting, home fragrances, makeup, perfumes, fashion accessories, fashion bags, spa and
teen gifts. With a range that truly reflects her feminity, style and passions, at Lifestyle a woman
knows that 'It's all about her'.

Beautybay:

International brand store for beauty, health and wellbeing

Beautybay offers one stop shopping for value and luxury fragrances, cosmetics, skincare, hair
care, bath and body care and beauty accessories. Beautybay exclusively carries several beauty
brands including A'Kin, Bodycology, Diego Dalla Palma, Erborian, Pupa, REN, Rouge Bunny
Rouge and VMV Hypoallergenics. With an extensive portfolio of market leading favorites such
as Armani, Boss, CK, Dior, D&G, Givenchy, Gucci, and YSL to name a few, Beautybay also
offers complimentary makeovers and skin consultations in exclusively designed beauty and
treatment rooms.

Located at selected Centrepoint destination stores, Beautybay stores have in-house fragrance
consultants, professional make-up artists, and skin-care specialists for all your beauty advice and
care.
SPAR hypermarkets:
Live Life Better
Spar is the world's largest independent food retail chain present with 13,785 stores present in 37
countries. The company, headquartered in Amsterdam, was established in 1932 and has annual
revenue of USD 42 billion. Spar Hypermarkets and supermarkets in India is the result of a
license agreement between the Landmark Group's Max Hypermarkets India Pvt. Ltd. and Spar
International.
Spar currently has three stores in Bangalore and one each in Hyderabad and Mangalore.
Shoppers have the option to choose from a wide variety of quality products in categories ranging
from grocery, fruit and vegetables, bakery, dairy, take away foods, meat, poultry and fish, wine,
beer and spirits, home textiles, personal care, crockery, utensils and kitchen appliances,
electronics and IT accessories and more.

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Q Home Décor:

Destination store offering fine design inspired furniture at affordable value

Q Home Décor is a network of luxury furnishings stores in Dubai, Abu Dhabi, Al Ain and
Bahrain, specializing in classic, contemporary and eclectic furniture and home accessories. Q
Home Décor offers a dynamically different and innovative selection of showpieces and sets with
deluxe styling touches and excellent craftsmanship. Customers experience peaceful, comfortable
and beautiful shopping environments, featuring individually decorated room settings.
For Q Home Décor, the goal is to offer outstanding shopping experiences and luxury furnishings,
combining beauty of detail, form and function with remarkable value. We search the world to
find superb quality furnishings at reasonable, affordable prices. And we pass the benefits of our
phenomenal sourcing expertise on to our customers. This simply means we've made living in
furnishing luxury highly affordable.
Lifestyle Department Stores:

Your style. Your store

Lifestyle entered in India in 1999 and in a little over a decade has come to be recognized
amongst leading retail companies in the country. Positioned as a trendy, young, colorful and
vibrant store, Lifestyle offers consumers not just the ease of shopping but also provides for an
enjoyable shopping experience.
Each Lifestyle store from Lifestyle International (P) Ltd. brings together five concepts under one
roof - Apparel, Footwear, Children Wear & Toys, Household & Furniture and Health & Beauty;
offering a convenient one-stop shop and a choice of over 250 national & international brands.
The Group has also introduced Home Centre, a one stop destination for affordable furniture,
home décor and soft furnishing that truly represents style, comfort and individuality.

Emax:
Think Electronics, Think Emax
Emax is the fastest growing electronics retail chain in the Middle East and an integral part of the
USD3.2 billion Landmark Group. Emax currently has showrooms across the UAE, Saudi Arabia,
Oman, Qatar and Bahrain, with 19 Emax stores spread across the GCC, where the group has
pioneered the 'Big Box' concept, offering customers a one-stop-shop of innovation and
benchmark excellence in customer care, convenience, product offering and retail distinction.
Emax's aggressive expansion plans will see the group grow to reach over 30 stores by the end of
2010, covering over 1.1 million sq. ft. and touching a turnover of AED 2 billion.
Emax offers its customers the widest spectrum of products including audio video, appliances,
mobile phones, photography, gaming, IT, CD/DVD, lighting, fitness equipments and all related
accessories. Emax is a vertically integrated full service electronic company, with an established
presence in Retail, Distribution, Service centers, Projects and Exports. Emax represents more
than 300 brands, with over 100,000 products across 20 plus categories. This, accompanied by
unparalleled service and competitive value, makes Emax the one stop shop for all electronics
needs.

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Shoexpress:

Your sign of value

Shoexpress represents a true value experience, offering a wonderful assortment of footwear and
accessories at truly unbelievable prices.
Shoexpress store design & concept is fresh, attractive and very efficient in its approach. The
Shoexpress open stock concept is known as the rack room system. The attractive and fashionable
shoes are displayed in a very clear and orderly fashion within each of the departments, allowing
customers to easily find their desired choice.
Shoexpress provides a huge collection of fun, fashionable and eye-catching accessories,
including costume jewelry, handbags and purses, as well as socks and belts for the entire family.
Overall the store environment is fun, well merchandised and appeals to a wide spectrum of
customers.
Max:

Look good, Feel good

Max, the largest value fashion retailer in the Middle East offers fashion clothing, footwear,
accessories and household products at amazing value, all under one roof.
Launched in UAE in May 2004, Max is today the largest value fashion retail chain in the Middle
East. Max caters to the mid market section of the population. With 114 stores across UAE, KSA,
Jordan, Kuwait, Bahrain, Qatar, Oman, Turkey, Egypt, Yemen & India, MAX plans to expand its
network in more potential markets within the Middle East & beyond. With stores that typically
measures between 18,000 to 30,000 sq. ft., Max retails private label clothing for men, women
and children as well as footwear and home. A good shopping experience with fashionable
products at great value is an assurance that translates into making customers "Look good, Feel
good" with Max.
Iconic:

One stop wardrobe and lifestyle solutions for trendy men and women
Iconic is a brand new fashion/lifestyle retail concept of the Landmark Group. Located at the
mouth of the Metro at Deira City Centre, Iconic made its debut to the world on February 26,
2010. Spanning over 70,000 square feet and two levels of retail space, Iconic houses everything
from fashion to cosmetics, electronics to restaurants, salons to gifts and novelties, all under one
roof. Pioneering the concept of high - street to Bridge brands, Iconic's fashion section has over
130 brands with over 70 niche and cult brands available for the first time in the UAE. With an
eye firmly on the future, Iconic is built on the time tested Landmark Group's promise of value.
Franchise Brands:
Landmark International:

Building Brand Together

Landmark International was established in 2005 to focus on managing and growing Landmark
Group's portfolio of international brands in the Middle East and North Africa. The business
operates 4 international brands; New Look, Reiss, Koton and Aftershock across 6 countries.

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 1) New Look is the UK's third largest Womenswear retailer in the UK offering the latest
fashion trends at great prices with 27 stores across the Middle East in the UAE, Kuwait,
Bahrain, Egypt and Saudi Arabia.
2) Aftershock offers an array of the finest, embellished evening wear to luxurious daywear
as well as stunning accessories across 15 stores in the Middle East including UAE, Qatar,
Bahrain and Saudi Arabia.
3) Koton is a Turkish fashion brand that offers a wide range of apparel and accessories via
Koton Women, Men and Ole across 28 stores in the Middle East in the UAE, Bahrain and
Saudi Arabia.
4) Reiss is UK's leading fashion bridge brand with directional, design-led menswear,
womenswear and accessories across 8 stores in the Middle East including the UAE,
Kuwait, Bahrain and Qatar.
International Footwear Division:

The one-stop for popular footwear brands

With the Group's distinct advantage as the region's leading footwear retailer, the international
franchise division of Shoe Mart has attracted some of the world's best brands within a short time.
The division is poised to step out with an ever increasing portfolio of international footwear
brands in the near future.
 Bata is a franchise of Compar SPA - MBU of Bata in Italy with a truly Italian in its
design. Shoe Mart manages upto 10 Bata stores in U.A.E, Bahrain, Oman and Qatar.
 Bianco Footwear's range of footwear and accessories for men and women redefines
European culture, couture and fashion, by taking trends from the catwalk and converting
them into trends on the sidewalk.
 Dumond from Paqueta combines Brazilian fashion with international trends for the
urban woman. Shoe Mart operates upto 9 Dumond stores across the Middle East.
 Ecco was founded on the belief that shoes should follow the foot and not the other way
around. Since 2002, Shoe Mart has become Ecco's largest franchise partner operating 14
of their stores in the Middle East.
 Foot Solutions is ranked the #1 in health and wellness franchise, focusing on foot care
and proper fit. Foot Solutions has stores at Oasis Centre & Mirdif City Centre in the
U.A.E.
 Kurt Geiger is the No.1 luxury shoe retailer in Europe and is the largest retailer of Gucci
and Prada. Shoe Mart operates 13 Kurt Geiger stores in U.A.E, Kuwait, Qatar, Bahrain &
Saudi Arabia.
 Pablosky is a specialist in children's footwear of style and comfort. Shoe Mart operates
12 Pablosky stores in U.A.E, Bahrain, Oman, Qatar & Kuwait.
 Via Uno has enjoyed significant growth since 1991 keeping up with new trends at all
times offering quality, beauty and comfort. Via Uno has stores at Ajman & Mirdif City
Centre in the U.A.E.
 Valencia Shoes has been operating in the UAE for more than 20 years and in 2005
joined hands with Landmark group to offer their progressive fashion footwear and
accessories for men, women and children.
 FABI Shoes is a boutique store operating since 1965, sporting an exclusive line of high-
end footwear and premium materials for both Men & Women.

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  Casadei was set up in the late-50s and is now a red carpet accessory with the creativity
and passion born of Italian workshops offered through Shoe Mart in malls across UAE.
 Giuseppe Zanotti Designs offer shoes that shine with detailed construction in each shoe,
making them the preference of celebrities and fashionistas around the globe alike.
 Vinci Camuto Vince Camuto franchised by Valencia Shoes, offers amazing footwear
with exceptional designs at a surprising value without compromising high standards of
quality and craftsmanship.
 Kathy Van Zeeland Kathy Van Zeeland offers creative and affordable luxury handbags
in the the classical, trendy, sporty and casual styles in a variety in handbags are suited to
all age groups
HOSPITALITY:
Foodmark:

World Class cuisines for food connoisseurs

Foodmark is the food and beverage division of the Landmark Group operating a number of
internationally franchised restaurants within the UAE, including Carluccio's, Mango Tree and
Mango Tree Bistro.
The division also has joint ventures with The Meat Company in Dubai, Abu Dhabi, and Kuwait,
in addition to Ushna in Abu Dhabi and La Gaufrette and Bazerkan in Dubai.
As one of the region's leading companies in the food and beverage industry, Foodmark's
ambition is to grow further, bringing additional franchises under its portfolio while adding to its
own-brand restaurants - Wild Ginger, BITE Café and Zafran.
Foodmark continues to go from strength to strength in the UAE and aims to establish excellent
international chic, semi-casual and casual dining venues in strategic locations across the Middle
East, offering fantastic cuisines and consistent levels of service to suit each diner's distinct taste,
a total dining experience.

Fun City:
Come, play!
As one of the best-recognized family entertainment brands across the Middle-East, Fun City
caters to babies and toddlers through to tweens and teenagers as well as parents, visiting on
either a private basis or as a school group or celebration party. The business ideology is based on
putting a smile on everyone's face.
Fun City was first established in 1999 with themes on imaginative play, social and pretend play,
dress up and role play along with fine-motor skills development. Built to ensure the centres not
only entertain, but also creates value based learning experiences. For the older guests, Fun City
offers amusement and gaming arcades. Activities vary by centre and geography, with many
centres offering popular Summer Fun, studio classes of Martial Arts and Gymnastics, Drama and
Antics and Step and Groove dance classes for children and tweens, Kick Boxing for older
visitors, as well as Yoga and clubs for mothers to get together, as well as Boogie Babies for the
under 6's.
Fun City's latest venture is a massive 1.65 million sq. ft. theme park in Egypt. The theme park,
on its completion, will be one of its kinds and bear resemblance with the Egyptian heritage. The
theme park will be home to over 50 major attractions and rides and will have a host of
restaurants as well as a state of the art indoor amusement centre, Fun City.
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Gourmet Station:

The store for people who love food

A feast for the eyes - and a delight to the senses - Gourmet Station is a shopping destination
celebrating the authentic food markets of yesteryear in a modern contemporary way! Here the
pleasure of eating, the art of preparation and a true market shopping experience come together to
create a tantalizing fusion of retail food product, exotic cuisines and unique eat-in dining
offerings.
The Gourmet Station offers a wide range of select gourmet products appealing to lovers of great
food. We offer an extensive range of specialized gourmet food products for eat-in or retail take-
out. Departments include bakery, cakes and confectionery, tea and coffee, meat, deli and cheese,
juice bar, and general groceries.
Spaces:

Spa - salon offering quality grooming and relaxation services for ladies and gents
SPACES, a spa - salon in malls, offers a whole range of efficient and quality grooming and
relaxation services for ladies and gents.
Established in 2009 in Dubai, SPACES marks the Landmark Group's foray into the grooming
and spa business. SPACES offers an unrivalled selection of high quality treatments by therapists
and stylists who have a wealth of knowledge and experience. Treatments include everything
from manicures and pedicures, relaxing facials and massages, specialized eyebrow waxing and
threading, body waxing, IPL hair removal and an outstanding hair salon with highly qualified
hair stylists, who specialize in a wide range of hair types including Afro hair.
With specific treatments being offered for both men and women, Spaces allows customers to
enjoy a relaxing massage or a quick grooming session.

Citymax Hotels:
Modern hospitality at an extraordinary value
Citymax Hotels offers outstanding comfort and facilities of the highest standards while providing
extraordinary value for money.
The first Citymax hotel is now open in Al Barsha and two further properties in Bur Dubai and
Sharjah will be opening later in the year. The hotels are strategically located in the business and
shopping districts and have a range of dining facilities. The Al Barsha and Bur Dubai properties
are also in close proximity to the Dubai Metro to offer maximum convenience to all customers.
All the rooms have internet connections, 32" LCD televisions, power showers, in - room
refrigerators, safes, hospitality tray and 10"thick mattresses for exceptional comfort.
Citymax India:

Fun and food redefined

Citymax India offers its customers a gamut of choices through Food Courts, Coffee Outlets,
Specialty Restaurants and Fun & Entertainment Centers. The outlets have carved a niche for
themselves by offering quality products, lively ambience and warm & friendly service which
leads to a world class experience.

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With a vision to become an integrated hospitality company in the country, Citymax India is
striving to blend luxury with superlative value in all its endeavors.
MALLS:
Oasis Centre:

The friendly mall on Sheikh Zayed Road

Oasis Centre Mall, located on Sheikh Zayed Road, offers an easy engaging shopping experience.
With 84 stores offering the choicest of brands, the mall offers the right balance of products and
services. It is perhaps the only mall in Dubai designed to offer the unique experience of viewing
almost every store standing in the centre of the mall.
Oasis Centre's strength lies in multiple and diverse anchor stores including the market-favourite
Home Centre, the largest Centrepoint (which incorporates Babyshop, Splash, Shoe Mart,
Lifestyle & Beauty Bay ), the largest electronics store in the UAE at E-max and Q Home Décor,
unique world of furnishing luxury. The mall houses Splash's second largest store in the UAE and
the trendy fashion brand has introduced the 'Tokyo Street' within its store. Other popular
concepts available at Oasis Center Mall include Max, Fun City, Spaces, Gourmet Station,
Carrefour Express, the first Fitness First exclusively for women, Sun & Sand Sports, Nike
Lifestyle, Aeropostale, Springfield, Borders, and BHS, among others, and with many new brands
coming soon.
The new shopping centre comes with a food court which features a delectable spread from fast
food to specialty restaurants and cafes. There is a 470,000 sq. ft. parking facility with ample
spaces to accommodate 1,650 vehicles across two basement levels.

20
Lifestyle International (P) Ltd is part of the Landmark Group, a Dubai – based retail
chain. With over 30 years‟ experience in retailing, the Group has become one of the
foremost retailers in the Gulf.

Positioned as a trendy, youthful and vibrant brand that offers customers a wide variety of
merchandise at an exceptional value for money, Lifestyle India began operations in 1999
with its first store in Chennai.

Currently there are Lifestyle stores and Home Centre stores across Ahmedabad, Bangalore,
Chennai, Hyderabad, Jaipur, Mumbai, Pune, New Delhi, Noida and Gurgaon.

Today Lifestyle offers a truly international shopping experience, a fact borne by numerous
accolades.

 Business World – IMRB Most Respected Company Awards survey rated Lifestyle
as the „Most Respected Company in the Retail Sector‟ in 2003 and 2004
 „ICICI – KSA Technopak Award for Retail Excellence‟ in 2005
 Reid & Taylor „Retailer of the Year‟ award in 2006
 Lycra Images Fashion Award for the „Most Admired Large Format Retailer of the
Year‟ in 2006
 Images Retail „Most Admired Retailer of the Year – Department Store‟ in 2008.

MISSION STATEMENT

Carefully listen. Constantly adapt. Always deliver.

VISION STATEMENT

To become the leading retail group in the Middle East and India, maintaining our
constant growth through our core, value and international brand business.

21
High Street Phoenix:

High Street Phoenix, (HSP) the first consumption centre developed in India, covers 3.3 million
square feet of space and houses over 500 brands , variety of F&B, entertainment, commercial
and residential complexes. Pioneered by The Phoenix Mills Co.Ltd. and led by young Managing
Director, Atul Ruia and his team of professionals. At HSP, each zone has been specifically
designed and been put together in keeping with international experience and an answer to
emerging urban agglomerations typically defined as „mixed used developments‟.

It premiers a large choice in all most every category be it clothing, appliances, accessories,
jewellery or home decor and for every taste a lip-smacking food court peppered around with
various kiosks such as books, a balloon store, ice candies and snacks. The consumption centre
has 2 distinct shopping zones viz Skyzone which caters to women and the young urban shopper.
Grand Galleria which hosts stores that meet the impulse and aspirational shopper. The zone is
connected to the multiplex having a 2000 seating capacity with 7 digital screens. The heart of the
centre defined as The Courtyard acts host to all the fun and action taking place. The F&B
segment asethically designed in the shape of ribbons promises to be a gastronomically delight
offering both local, national, international treats. Located near it is the dining and seated area
giving shoppers‟ time to repose and rejuvenate and savor what the centre offers.

As an added extension to its various offerings, HSP has an added another level HSU Units,
which as a more mixed blend of offerings from jewellery, sweetmeats, ethic artifacts, an
opticians and a greetings and gift store.

Last but not the least, is a fun zone for children, Orama that hosts the tallest 70 foot drop tower,
and other games adding to the delight and mirth of the centre .

Direct and indirect Competitors for Lifestyle:

Palladium: (High End Luxury Brands)

22
Sky Zone: (Major Occupants)

Adidas Blackberrys Nike The Body Shop

Blacksoul College Street Pantaloons The Raymond Shop
ColorPlus Crocs Park Avenue Tresmode
Guess Inc 5 Pepe Jeans W
Levi's Lifestyle Puma Wills Lifestyle
Louis Phillips L'Vista Reebok Yamini
Madame Marks & Spencer Ritu Kumar Zeba
Metro Spykar United Colors of Benetton Birla Wellness
Wrangler Watches and More NEXT Midara Accessories
AND Libas Pitambari Mogra
Arrow Marks & Spencer Rui Stephens Brothers

23
Research Findings:

From observations: (24th April- 30th May)

‘0’ Level Main Gate

'0' Level Male Female Total

Left Up Right Left Up Right Left Up Right

Main 39.40% 48.30% 12.30% 47.50% 30.10% 22.40% 43.90% 38.10% 18%
Gate-
Saturday
Main 42.10% 48.50% 9.40% 55.10% 30.40% 14.60% 48% 40.20% 11.80%
Gate-
Sunday
Main 35.60% 51% 13.40% 52.10% 32.10% 15.70% 45.10% 40.20% 14.70%
Gate-
(W-T-F)

‘0’ Level Back Gate (Mall Entry)

'0' Level Male Female Total

Left Up Right Left Up Right Left Up Right

Back 29.90% 13.90% 56.20% 31.70% 18.70% 49.60% 30.90% 16.60% 52.50%
Gate(Mall
Entry)-
Saturday

Back 29.10% 9.30% 61.70% 36.70% 14.10% 49.20% 33.00% 11.80% 55.20%
Gate(Mall
Entry)-
Sunday

Back 36.50% 10.20% 53.30% 31.60% 22.50% 45.90% 33.70% 17.30% 49.00%
Gate(Mall
Entry)-
(W-T-F)

24
 1st Level Escalator
Male Female Total
1st Level
Left Straight Right Left Straight Right Left Straight Right
Escalator- 39.80% 18.40% 41.80% 43.30% 17.80% 38.90% 41.50% 18.10% 40.40%
(Saturday-
Sunday)
Escalator- 43.40% 21.00% 35.60% 45.50% 22.00% 32.50% 44.60% 18.30% 37.10%
(W-T-F)

1st Level Back Gate (Mall Entry)

1st Level Male Female Total

Straight Right Straight Right Straight Right
Back Gate 80.00% 20.00% 92.00% 8.00% 82.00% 18.00%
(Mall Entry)-
(Saturday-
Sunday)

Back Gate 72.00% 28.00% 71.00% 29.00% 71.50% 28.50%

(Mall Entry)-
(W-T-F)

2nd Level Escalator

Male Female Total
2st Level
Left Straight Right Left Straight Right Left Straight Right
Escalator- 36.30% 21.20% 42.50% 37.20% 23.40% 39.40% 36.80% 22.40% 40.80%
(Saturday-
Sunday)
Escalator- 31.00% 29.00% 40.00% 34.70% 23.10% 42.20% 33.20% 21.90% 44.90%
(W-T-F)

25
MAIN GATE:

1. Average walk-ins on weekends (Saturday-Sunday) – 2720

2. Average walk-ins on weekdays (Wednesday-Friday) – 1387
Studies on Saturday (24th April- 30th May)

Timings Male Female Avg. Total

1:30-2:30 58 64 122
3:30-4:00 31 48 79
4:30-5:30 74 99 173
6:00-6:30 39 48 87

 Male walk-ins on Saturday – 44.76%

 Female walk-ins on Saturday – 55.24%
Direction Taken (In Percentage):

43.9%
45 38.1%
40
35
30
25 18%
Series1
20
15
10
5
0
Left Up Right

Male

Main Gate Left Up Right

1:30-2:30 29 21 8
3:30-4:00 11 19 2
4:30-5:30 26 37 11
6:00-6:30 14 21 4
Total(percentage) 39.4% 48.3% 12.3%

26
Female

Main Gate Left Up Right

1:30-2:30 37 7 20
3:30-4:00 15 21 12
4:30-5:30 46 34 19
6:00-6:30 25 16 7
Total(percentage) 47.5% 30.1% 22.4%

Studies on Sunday (24th April- 30th May)

Timings Male Female Avg. Total

2:00-3:00 82 71 153
3:30-4:30 129 96 225
5:30-6:30 162 149 311

 Male walk-ins on Sunday – 54.1%

 Female walk-ins on Sunday – 45.9%
Direction Taken (In Percentage):

48%
50
45 40.2%
40
35
30
25 Series1
20
15 11.8%

10
5
0
Left Up Right

27
Male

Main Gate Left Up Right

2:00-3:00 38 37 7
3:30-4:30 55 63 11
5:30-6:30 64 81 17
Total(percentage) 42.1% 48.5% 9.4%

Female

Main Gate Left Up Right

2:00-3:00 28 33 10
3:30-4:30 69 18 9
5:30-6:30 77 45 27
Total(percentage) 55.1% 30.4% 14.6%

Studies on (Wednesday-Friday-24th April- 30th May)

Timings Male Female Avg. Total

1:00-1:30 18 35 53
2:30-3:30 33 41 74
3:30-4:30 53 64 117

 Male walk-ins on (W-T-F) – 42.6%

 Female walk-ins on (W-T-F) – 57.4%
Direction Taken (In Percentage):

50 45.1%
45 40.2%
40
35
30
25 Series1
20 14.7%
15
10
5
0
Left Up Right

28
Male

Timings Left Up Right

1:00-1:30 5 11 2
2:30-3:30 13 17 3
3:30-4:30 19 25 9
Total(percentage) 35.6% 51% 13.4%

Female

Timings Left Up Right

1:00-1:30 18 11 6
2:30-3:30 24 12 5
3:30-4:30 31 22 11
Total(percentage) 52.1% 32.1% 15.7%

Male:

 Men‟s section is on the upper floor that is the reason for maximum male going in upward
direction.
 More male turn to their left direction than right is because they enter the store with
female companion or they want to move out of the store from the back gate (mall entry).
 Right direction is the least preferred because of the Burberry display set-up on the right
pillar and the handbags kept on the upper shelves which are affecting the visibility of the
brands or products on the right.

Female:

 The reason for female taking the left direction is because the female apparel section is on
the left which is the most preferred section.
 Female are taking upward direction more than the left direction is because they either
want to go to Home center or they are with male companion.
 The visibility of the store on the left side much better than the right side. The reason for
right direction is least preferred is the same as mentioned above.

BACK GATE:
1. Average walk-ins on weekends (Saturday-Sunday) – 3594
2. Average walk-ins on weekdays (Wednesday-Friday) – 1638
Studies on Saturday (24th April- 30th May)

Timings Male Female Avg. Total

2:30-3:30 69 86 156
4:00-4:30 41 53 94
5:30-6:30 84 99 183

29
  Male walk-ins on Saturday – 45%
 Female walk-ins on Saturday – 55%
Direction Taken (In Percentage):

60 52.5

50

40
30.9%
30 Series1
16.6%
20

10

0
Left Straight Right

Male

Back Gate Left Straight Right

2:30-3:30 19 8 42
4:00-4:30 14 6 21
5:30-6:30 25 13 46
Total(percentage) 29.9% 13.9% 56.2%

Female

Back Gate Left Straight Right

2:30-3:30 28 16 40
4:00-4:30 18 9 26
5:30-6:30 32 21 56
Total(percentage) 31.7% 18.7% 49.6%

30
Studies on Sunday (24th April- 30th May)

Timings Male Female Avg. Total

1:30-2:30 102 126 238
3:30-4:30 137 152 289
5:30-6:30 176 171 347

 Male walk-ins on Sunday – 47.6%

 Female walk-ins on Sunday – 51.4%
Direction Taken (In Percentage):

55.2%
60
50
40 33%

30 Series1
20 11.8%
10
0
Left Straight Right

Male

Back Gate Left Straight Right

1:30-2:30 30 6 66
3:30-4:30 34 13 90
5:30-6:30 55 19 97
Total(percentage) 29.1% 9.3% 61.7%

Female

Back Gate Left Straight Right

1:30-2:30 48 15 63
3:30-4:30 53 23 76
5:30-6:30 64 25 82
Total(percentage) 36.7% 14.1% 49.2%

31
Studies on Wednesday-Friday (24th April- 30th May)

Timings Male Female Avg. Total

1:30-2:30 57 84 141
4:00-4:30 31 47 78
5:15-6:15 79 98 177

 Male walk-ins on (W-T-F) – 42%

 Female walk-ins on (W-T-F) – 58%
Direction Taken (In Percentage):

49%
50

40 33.7%

30
17.3% Series1
20

10

0
Left Straight Right

Male

Back Gate Left Straight Right

1:30-2:30 20 5 32
4:00-4:30 11 3 17
5:15-6:15 30 9 40
Total(percentage) 36.5% 10.2% 53.3%

Female

Back Gate Left Straight Right

1:30-2:30 25 20 39
4:00-4:30 16 8 23
5:15-6:15 32 24 44
Total(percentage) 31.6% 22.5% 45.9%

32
Male:

 Male turn maximum to their right direction is because they want to go up and there is
more space to walk on the right side than left which makes them comfortable. The other
reason on is that they are with female companion.
 More male turn to their left direction than going in the straight direction is because the
baggage counter is on their left which when gets crowded make them to move from their
left for moving on the 1st level and the other reason is female companion.
 Straight direction is least preferred because of the space available to walk in between the
counters is less compared to right or left.

Female:

 Female turn maximum to their right direction is because there is more space to walk
between the counters to enter the female casual apparel section. Also the brand visibility
of Ginger and Esprit pull them to their right.
 More female take the left direction than going straight is because of the baggage counter
and the presence of Ethnic wear.
 Straight direction also have ethnic wear but female first prefer to move on the left
because of the merchandise are stocked on the counter.

Dead Pocket:

 Cosmetics and Lingerie- These two sections have got the least walk-ins as compared to
any other sections on the floor.(observation)

Reasons:

 Right direction from the main gate is the least preferred because of the Burberry display
set-up on the right pillar and the handbags kept on the upper shelves which are affecting
the visibility of the brands or products on the right.
 Left direction from the back is less preferred because of the space between the counter is
less to walk in.
 Also there is no direction for sections or brands at the entry point so that the customer can
move to their section.

Recommendations:

 To lower the height of the Burberry display and remove the top-most shelf of the
handbags this will improve the visibility of the brands or products on the right from the
main gate.
 To increase the space to walk between the counters on left should be increased.

33
  Promotions of cosmetics between the female casual wear should be continued to increase
the walk-ins of the cosmetics section.
 There should be promotion of perfumes on the 1st level which will increase the walk-ins
of the perfume section.

1st Level (Escalator):

Studies on Saturday-Sunday (24th April- 30th May)

Timings Male Female Avg. Total

2:00-3:00 114 99 213
4:00-5:00 165 156 321
5:30-6:30 210 177 387

 Male walk-ins Saturday-Sunday– 53.1%

 Female walk-ins Saturday-Sunday– 46.9%
Direction Taken (In Percentage):

50 41.5% 40.4%
40
30
18.1% Series1
20
10
0
Left Straight Right

Male

Escalator Left Straight Right

2:00-3:00 51 21 42
4:00-5:00 62 30 73
5:30-6:30 82 39 89
Total(percentage) 39.8% 18.4 41.8%
Female

Escalator Left Straight Right

2:00-3:00 48 19 32
4:00-5:00 71 25 60
5:30-6:30 68 33 76
Total(percentage) 43.3% 17.8% 38.9%

34
Studies on Wednesday-Friday (24th April- 30th May)

Timings Male Female Avg. Total

2:00-3:00 65 81 146
4:00-5:00 93 106 199
5:30-6:30 145 127 272

 Male walk-ins Wednesday-Friday – 49%

 Female walk-ins Wednesday-Friday– 51%
Direction Taken (In Percentage):

44.6%
45
37.1%
40
35
30
25 18.3%
Series1
20
15
10
5
0
Left Straight Right

Male

Escalator Left Straight Right

2:00-3:00 31 15 18
4:00-5:00 33 17 43
5:30-6:30 67 31 47
Total(percentage) 43.4% 21% 35.6%

Female

Escalator Left Straight Right

2:00-3:00 38 14 29
4:00-5:00 47 26 33
5:30-6:30 58 29 40
Total(percentage) 45.5% 22% 32.5%

35
Male:

 Male taking direction to their right or left is very close, because they tend to enter the
formals section or the casual section on the back end of the floor and on the left direction
of the escalator or to go up where shoe mart is located.
 Those who have come with family with shopping they move with the group where the
lead person moves.
Female:

 Female take either right or left direction to move upwards where Babyshop, shoe mart
and home center.
 The other reason is that they come with their family or friends.
 Majority female going straight has a male companion with them.

1st Level (Back Gate-Mall Entry):

1. Average walk-ins on weekends (Saturday-Sunday) – 505

2. Average walk-ins on weekdays (Wednesday-Friday) – 177
Studies on Saturday-Sunday (24th April- 30th May)

Timings Male Female Avg. Total

2:30-3:30 22 15 37
4:30-5:30 38 21 59

 Male walk-ins Saturday-Sunday– 62.5%

 Female walk-ins Saturday-Sunday– 37.5%

Direction Taken (In Percentage):

82
90
80
70
60
50
Series1
40
30 18
20
10
0
Straight Right

36
Male

Back Gate-Mall Entry Straight Right

2:30-3:30 17 5
4:30-5:30 31 7
Total(percentage) 80% 20%

Female

Back Gate-Mall Entry Straight Right

2:30-3:30 5 0
4:30-5:30 6 1
Total(percentage) 92% 8%

Studies on Wednesday-Friday (24th April- 30th May)

Timings Male Female Avg. Total

3:15-4:15 10 9 19
5:30-6:30 11 15 26

 Male walk-ins Wednesday-Friday – 47%

 Female walk-ins Wednesday-Friday – 53%

Male

Back Gate-Mall Entry Straight Right

3:15-4:15 8 2
5:30-6:30 7 4
Total(percentage) 72% 28%

Female

Back Gate-Mall Entry Straight Right

2:30-3:30 7 2
4:30-5:30 10 5
Total(percentage) 71% 29%

Male:

 Majority of male move in the straight direction because of the wide passage and there is
no branding of the party wear section which makes them move straight.

37
Female:

 Female moves straight to find their way to go down or up to reach their section or brand.

Dead Pocket:

 Van Heusen, Provogue, Shape, Club Hopper- This area has got the least walk-ins on the
„1‟ level.

Reasons:

 People move to the right or left direction from the escalator on 1st level where the formal
brands are kept, then to casual brands on the back end of the store or left and then move
to brands located straight from the escalator because of their low visibility and no
directions information about them at the entrance of the escalator.
 Also there are very low walk-ins from the 1st level back gate (mall entry).
Recommendations:

 Formal Men‟s wear (Arrow, Code, Louis Phillip) should be swapped with party wear
(Van Heusen, Provogue, Shape, Club Hopper)
 The customers are looking for the signboards to find their sections or brands; the
signboard displayed on the left side of the escalator is hardly visible.
 There should be promotion on 1st Level: People entering from 1nd Level Back Gate who
purchase something from the store get to be a part of lucky draw. This would increase the
walk-ins from 1nd Level.

38
2nd Level (Escalator):

Studies on Saturday-Sunday (24th April- 30th May)

Timings Male Female Avg. Total

3:00-4:00 24 39 63
5:00-6:00 89 98 187

 Male walk-ins Saturday-Sunday– 45%

 Female walk-ins Saturday-Sunday– 55%

50 40.8
36.8
40
30 22.4
Series1
20
10
0
Left Home Center Right

Male

Escalator Left Home Center Right

3:00-4:00 9 4 11
5:00-6:00 32 20 37
Total(percentage) 36.3% 21.2% 42.5%

Female

Escalator Left Home Center Right

3:00-4:00 17 10 12
5:00-6:00 34 22 42
Total(percentage) 37.2% 23.4% 39.4%

Studies on (Wednesday-Friday-24th April- 30th May)

Timings Male Female Avg. Total

1:30-2:30 20 32 52
3:30-4:30 35 46 81
6:30-7:30 45 69 114

39
  Male walk-ins Wednesday-Friday– 40.5%
 Female walk-ins Wednesday-Friday – 59.5%

Direction Taken (In Percentage):

44.9%
45
40 33.2%
35
30
21.9%
25
Series1
20
15
10
5
0
Left Home Center Right

Male

Escalator Left Home Center Right

1:30-2:30 5 4 11
3:30-4:30 12 7 16
6:30-7:30 14 9 22
Total(percentage) 31% 20% 49%

Female

Escalator Left Home Center Right

1:30-2:30 15 5 12
3:30-4:30 13 11 22
6:30-7:30 23 18 28
Total(percentage) 34.7% 23.1% 42.2%

Male:

 Majority male takes the right direction to enter the shoe mart.
 Left direction is preferred over going towards home center is because of the Babyshop
where they enter with their kids to buy the toys and their kids clothes.
 Home center they enter with their female companion.

40
Female:

 Female taking right or left direction is almost the same because they either want to enter
the Shoe Mart or Babyshop.

Dead Pocket:

1. Home Center – this section has the least walk-ins on the „2‟ level.

Reasons:

 Looking at the observation female prefer Babyshop or Shoe Mart over Home Center.

Recommendations:

 Home Center products should be promoted at the entry points of the store.
 Promotional offer should be there available throughout the year on Home Center products
for customers to get more familiar with Home Center, Lifestyle, Phoenix Mills, Mumbai.

41
QUESTIONNAIRE:

Sample: 85

Location: Lifestyle Store, Phoenix Mills, Mumbai.

ANALYSIS:

35%
Male
Female
65%

2%

9%

35% (15-25)
(26-35)
(36-45)
(Above 45)
53%

42
35
31
30

25
21
20 17

15 Series1
11
10
5
5

0
Once in 15 Once a month Once in 2 More than 2 First time
Days months months

35
30
30

25 23

20
16
15 12
Series1
10

4
5

0
Look for Look for your Look for Look for the Others
signboards brand promotional sections which
offers you want to
enter

43
 Baby shop 9

Footwear 20

Lingerie 6

Home Center Products 9

Accessories 20 Series1

Cosmetics 15

Women’s Apparel 51

Men’s Apparel 33

0 10 20 30 40 50 60

50 46
45
40
35
29 29
30
25
20 Series1
15
10
4
5
0
Promotional Attractive Price Others
Offers display

44
 45
40
40
35
30
25
25
20
15 13 Series1
10
4 3
5
0
Very Easy Easy Neither Easy Complicated Vey
Nor Complicated
Complicated

90
78
80
70
60
50
40 Series1
30
20
10 7

0
Yes No

1. Gender: Male- 30
Female- 55
Total- 85
2. Age: (15-25)- 30
(26-35)- 45
(36-45)- 8
(Above 45)- 2

45
3. 36.5% of the respondents visit the store once in a month. Only 5.9% of the respondents
came to the store for the first time.
4. 35% of the respondents look for the section they want to enter the store and 27% of the
respondents look for their brand inside the store.
5. This shows that customers need to know where are the sections and brands in the store
when they enter the store.
6. Women‟s Apparel is the most preferred section in the store, followed by Men‟s Apparel.
In-store promotion of non-preferred sections should be done in these two sections to
increase the walk-ins of the least preferred sections.
7. Lingerie, Babyshop and Home center are the least preferred sections.
8. W, Biba, Levis, Pepe, CK, Tommy Hilfiger, Melange, Revlon, Code, Ginger are the most
preferred brands by the respondents.
9. Respondents are more attracted to a section or brand due to promotional offers going on
in-store. They are more attracted by better deal like buy 2 get 1 free than lower price.
10. 47% of the respondents mentioned that the store layout was easy for them to move
around the store. Displaying of signboards giving information about the sections and
brands would help to make it easier for the customers to move around the store.
11. 92% felt comfortable while shopping at lifestyle store.

46
QUESTIONNAIRE:

a. How often do you visit Lifestyle?

1. Once in 15 Days 3. Once in 2 months
2. Once a month 4. More than 2 months 5. First time

b. When you enter the store what is the first thing that you look for?
1. Look for signboards 3. Look for promotional offers
2. Look for your brand 4. Look for the sections which you want to enter
5. Others (please specify) __________________________________________

c. Which are your most desired sections in the store?

1. Men‟s Apparel 5. Home Center Products
2. Women‟s Apparel 6. Lingerie
3. Cosmetics 7. Footwear
4. Accessories 8. Baby shop

d. Which is your favorite brand in Lifestyle?

____________________________________________________________________________

e. What attracts you to move to a particular brand or section?

1. Promotional Offers 2. Attractive display

3. Price 4. Others (please specify) ____________

f. Does the store layout make it easy for you to move around the store?
(1-Very easy and 5-complicated)

-1---------------2---------------3-----------------4----------------5-

g. Did you feel comfortable while shopping at Lifestyle?

1. Yes
2. No

Name: ___________________________

Gender: (1) Male (2) Female

Age: (15-25) (26-35) (36-45) (Above 45)

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REFERENCES:

www.lifestyle.com

www.cpmlg.com

www.highstreetphoenix.com

www.aboutretail.net/storelayout

www.scribd.com

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