PGDM(RM) WINTER PROJECT 2009

Analysis of Customer Profile of Shoppers Stop, Shipra Mall.

Shoppers Stop Ltd. Submitted by: xxxxx Roll no: 982

Birla Institute of Management Technology

Plot no. 5, Knowledge Park II, Greater Noida (NCR), U.P. - 201306 Phone: 0120-2323001-10, Mobile: 09818999281-284, Fax: 0120-2323002/3 Website: www.bimtech.ac.in

INDEX
Sr. No. Topic
1 2 3 4 5 6 7 8 9 10 11 12 13 14 Introduction Executive Summary Statement of Objectives About Shoppers Stop Research Methodology Scope and Limitations Observation of floors & Mall Questionnaire Dipstick Measurement Analysis of Questionnaire SWOT Analysis Conclusion Recommendations References

Page No.
1 3 5 6 10 11 12 17 21 27 38 40 41 41

Shoppers Stop Ltd.

INTRODUCTION
WHY CUSTOMERS BUY IS MORE IMPORTANT THAN WHAT THEY BUY. To begin recognizing customer differences , an organization must understand how its customer can be grouped by similar needs . In other words , what are the motivating factors that a set of customers has in common ? Observation , research and analysis uncover the common needs of a companys customer groups . Once individual needs are known , automated business rules determine the appropriate treatment and each customer gets treated according to his needs. Demographic information often correlates with customers needs and can be effective tool to begin analysis for targeting customer needs , but it is not the end goal . The key is to combine the two distinguish your customers based on needs and overlay this information with the relevant demographic information you have. This powerful combination is the key to understanding Why customers buy your products and services ? Through the eyes of the fish . One summer , two friends went fishing . They rented a canoe and ventured out into a lake at dusk. As dusk turned to darkness one fisherman opened his tackle box and began searching for a new lure . The other watched curiously . Up until that moment hed been using a yellow lure. He explained, Its time to switch to a black lure. The other fisherman had to ask , Why would you use black lure in the dark , and that too in a black lake ? Easy, he replied. When fish look up at the surface of the water theyre looking towards the moonlight ,and they can actually see the black lure better. Hmmm.Now thats looking at life from the fishs perspective! How many of us have been hooked on our own yellow lures, focused more on what we sell than on what the customer wants to buy ? How many companies think about what makes things easier for them ( and keep using the same old lures ), rather than easier for their cutomers? When will we learn that the power has shifted from those who sell to those who buy ? Customers have so many choices these days , why should they buy from you? What do you give them that no one else can ? Do you keep up with their changing needs ? When will we learn that we need to start looking at the world through the customers perspective ?

Shoppers Stop Ltd. The customer buys your ability to do something for them . They buy a state of mind . What is your customer buying ? Beauty? Memories? Uniqueness? Are they seeking Convenience, prestige, safety , comfort ? Are they seeking attractiveness, intelligence , peace of mind ? Are they buying speed , security or pleasure ? Business through the eyes of the customer , like fishing through the eyes of the fish , might just yield different results . When you shop, you aren't just shopping -- you are performing a science. From the way you move your eyes, to what path you take through the store, even items you touch on the shelves, is all part of how each individual consumer makes a purchasing choice. A store nowadays is usually intelligently designed with the aim to part consumers from their hard-earned money, and how easy it is to be manipulated into spending more than was planned. The world of retail merchandising has come a long way since the days when general stores, that stocked everything from groceries to stationery, and small shops that sold limited varieties of products, reigned supreme. There is a movement now from the unorganised to the organised sector. There are now more modern retail formats such as supermarkets and malls. Several companies are setting up exclusive showrooms and large format stores such as Shoppers Stop, Lifestyles, Westside and several others are expanding. The whole concept of shopping has altered in terms of format and consumer buying behaviour, ushering in a revolution in shopping in India. So lets address the basic question of what shopping is all about in todays world? Its more than the simple, dutiful acquisition of whatever is absolutely necessary to ones life. Its more than what we call the grab and go It involves experiencing that portion of the world that has been deemed for sale, using our senses sight, touch, smell, taste and hearing as the basis for choosing this or rejecting that. Its the sensory aspect of decision making process thats most intriguing because how else do we experience anything? But its especially crucial in this context because virtually all unplanned purchases and many planned ones too come as a result of the shopper seeing, touching, smelling or tasting something that promises pleasure, if not total fulfillment. We buy things today more than ever based on trial and touch. If anthropology had devoted a branch to the study of modern shoppers interacting with retail environments, including but not limited to every rack, shelf, counter and table display of merchandise, every sign, banner, brochure, directional aid and computerized interactive informational fixture, the entrances and exits, the windows and walls, the elevators and escalators and stairs and ramps, the cashier lines, the counter lines and restroom lines, and every inch of every aisle in short, every nook and cranny of the farthest reach to the deepest penetration of the store itselfthat would be the start of the science of shopping and customer tracking. What exactly human beings do in it, where they go and dont go, and by what path they go there, what they see and fail to see, or read and decline to read, how they deal with the objects they come uponthe precise anatomical mechanics and behavioural psychology how they shop is given in the following study and report. An insight into the psyche of the Indian shopper and his behaviour in a departmental store like Shoppers Stop is discussed further.

Shoppers Stop Ltd.

Executive Summary
Today, shopping is becoming more a delightful activity, then merely looking for and buying products or offerings that satisfy ones wants. The process of acquiring these products is all the more fascinating to many. With the retail environment undergoing a huge metamorphosis, a customer now is more involved in the process of seeing, choosing and selecting what he wants, and this can be done at his own leisure, space and time. Initially, shopping was known to be inherently a female activity, but as the offerings for males has also increased and people demand better lifestyles, the male shopper also takes care about what is to be bought and after how much of examination. Shoppers Stop, being a family store, caters to all kinds of customers and to the entire family. The store is frequented by shoppers of various profiles and ethnic diversities which is a big challenge for the store. The objective of this project was to do a analysis of Customer Profile of Shoppers Stop , Shipra Store. The survey helped us to know what was going on in the customers mind, a sample was studied to know what kind of products they were looking for, if the products were found, communication through signages and effect of displays, staff approach and views on their shopping experience at Shoppers Stop. The survey was done to know : Customer profiling - Who is buying & Who is not ? What are Customer Buying Preferences in SSL ? What are Customer Buying Preferences in mall ? Catch ment area for Shipra Mall.

The methodology used was : Questionnaire , interviews , survey of shipra mall & its catch ment area , competitors . The main customers of Shoppers Stop , Shipra Store are Customers who are in the age group 25 years 35 years . About 60% of them are working. The customers of Shoppers Stop are modern urban double income group people who have the purchasing power to spend on branded wear. The average value purchase that they do is mainly from Rs 15003000.

Shoppers Stop Ltd. The findings of the survey throws light on the income group of the customers, the frequency of visit etc & customers suggestions & feedback. The second survey is conducted for understanding the customers & their views about product they are looking for and where will they like to shop it from. Indian fashion consumption is fantastic today and Indian fashion designers are selling costumes at higher average prices than even those of international designers . Bollywood superstars are further seducing the consumers through direct consumption of luxuries of various kinds. Attitudes have changed . The attitude of people has gone from saving nature to spending nature , from basics to lifestyle. They are spending more on luxury items , design and quality has acquired greater significance and women are really coming out of the closet . Overall u see women taking lead roles , becoming entrepreneurs and this leading to big changes.

Shoppers Stop Ltd.

Statement of Objectives
Objective: To do a analysis of Customer profile of Shoppers Stop , Shipra Store.

Sub Objective: Profiling of the customers Who is buying & Who is not ? To identify the Catchment Areas. .Customer buying preferences in SSL & Shipra Mall . Demands and feedback of customers .

Shoppers Stop Ltd.

OUR MISSION STATEMENT : NOTHING BUT THE BEST

OUR VISION STATEMENT : TO BE A GLOBAL RETAILER IN INDIA

OUR SERVICE VISION STATEMENT : ITS MAGICAL , ITS COMFORTABLE , ITS MY STORE

VALUES OF SHOPPERS STOP : We will not take what is not ours . The obligation to dissent . We will have an environment conducive to openness. We will have an environment for innovation. We will have an environment for development . We will have willingness to apologize & forgive . We will respect our Customers rights. We will be fair . We will create an environment of trust. We will be socially responsible.

Shoppers Stop Ltd.

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. 1991: Shoppers' Stop launches at Andheri Setting up shop in 1991 with its flagship store in Andheri, Mumbai, Shoppers Stop is a member of the K. Raheja Corp. of Companies. Shoppers Stop is the first retail venture by the K. Raheja Corp. Promoted by Mr. Chandru L. Raheja, Mr. Ravi C. Raheja and Mr. Neel C. Raheja, the K. Raheja Corp. have been leaders in the construction business for over 48 years. With its wide range of merchandise, exclusive shop-in-shop counters of international brands and world-class customer service, Shoppers Stop brought international standards of shopping to the Indian consumer providing them with a world class shopping experience.

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 7

Shoppers Stop Ltd. Indias 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 Stops 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, Levis, 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 Shoppers Stops 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.

Shoppers Stop Ltd. 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. The IT Backbone Realising the role of IT way back in 1991, Shoppers Stop was among the first few retailers to use scanners and barcodes and completely computerise its operations. Today it is one of the few stores in India to have retail ERP in place, which is now being integrated with Oracle Financials and the Arthur Planning System, the best retail planning system in the world. With the help of the ERP, they are able to replicate stores, open new stores faster and get information about merchandise and customers online, which reduces the turnaround time in taking quick decision.

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 build up, generation and fixing of price and store tags, dispatch of stocks to the retail floor and forwarding of bills for payment.

Shoppers Stop Ltd.

Research Methodology
Primary data: The primary source of data collection was done through questionnaire. The survey was done through structured questionnaire. Secondary data: Secondary data on the customer profile and their buying behavior was collected. The various sources for secondary data were Books, Magazines and Internet. For the 1st questionnaire a sample size of 300 customers was taken, who visited the Store and did shopping from us. For the 2nd questionnaire a sample size of 400 customers was taken, who visited the store and did not purchased anything from us. The questionnaires were designed to get the information on the profile of the customers, to understand what are the attributes that are important to the customers, their buying behavior and preferences. Apart from the survey of the customer, a catchments study was also done in which the nearest property of shipra mall was studied in terms of area, Occupied / under construction, price per sq. feet, MHI etc.

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Shoppers Stop Ltd.

Scope and Limitations

Scope The report is useful as it shows the customer profile of shipra store . To know about the buying nature and places where it needs improvement. The report presents the demographic profile of the customers. The report is also useful as we come to know what is important for the customers. Awareness of Shoppers Stop, Shipra Mall.

Limitations: Survey during the sale period is a major limitation, as all kinds of customers were walking in. Customers reluctance to fill the questionnaire.

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Shoppers Stop Ltd.

OBSERVATIONS : Ground floor : Sunglasses section with fine jewellery section Watch section with handbags. Impulse purchase item with ladies footwear section Kitchen & home appliances section lacks merchandise Pen stands hiding the thewa & in customer movement. Almost 90% of people having shopping bags comes out from Nina Ricci left so we can put more impulse purchase item with less price there.

First floor : In ethnic section sofas & mannequins taking space in b/w which leads to congestion Silver lining on floor that leads to problem in movement No mirror on the pillar near csd Docker section was not organized Cca having less knowledge about first citizen cards Defective belts were there & giving messy look are without price tags Role play: customer not having cash but want to purchase First floor: cca said it can not be done Ground floor cca suggested that we will keep your merchandise for 7 days and you can collect within this period Towards the left of the billing counter there were 2 big hoardings which were restricting the view of the plasma screen in C block.these hoardings are good as they restrict CCA to look at that and help to attend the customer in a better way In stair case good use of rope to display the product In lift good communication is done to make the customer aware. No signages for Black berry trousers . Signages to small to be read . Signages not attractive . Signages are one sided . ( Suggestions : There should be hanging signages , Signages to be made more attractive and written well and big. ) Signages for the trouser sizes should also be there . As it is winters , so dark colored trousers are not dislplayed on top of the first shelf rather they are on down shelves ( below the visibility of the eye.) Nightwears and U.G are hidden. In men suits section : the hanger was of Dennis parker & park avenue but the suit was of Shapes , Theme ( this was misleading the Customers ) Female helper not well groomed. 12

Shoppers Stop Ltd. Trial Rooms Merchandise spread across. Kids Section Wall racks stuffed with packed merchandise ignoring the waterfalls. Second floor : No price tags on some merchandise ( Eg : Creative Line ) There were Trial rooms in every section this shows the strength of SSl .

Third Floor : Lee: no informative signages on focal point about the products which were displayed there. LEE cooper : Boxes were dumped on the floor . No signages about the brands . No trial room communication . Offer directory ( on staircase was empty ) Walls were empty can be used for Visuals or Mirrors No signages In any browser or D-units about new arrivals , winter wear. Signages read t-shirts from Classic polo & Gitane T-shirts were kept. Lee CCA directed somewhere else not interesting in sale. No communication about trial rooms. Trial rooms were not clean. Fixtures need to be polished. Some are worn out .

Observations about Mall : No STD/ PCO available . Ambulance Should always be there . Security should always be there . Proper lightings . Separate gate for entrance and exit . Lifts should be well connected . Ampi theatre very good attraction for the people. ATMs Prams and wheel chair Proper sitting arrangement inside the mall should also be there. Wash rooms are there .

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Shoppers Stop Ltd.

Mall Facilities: Parking Seprate gates for entrance & exit Lifts are well connected with mall and parking Ampi theater ATM Pram,Wheelchair Security Washrooms Escalators Proper tenant mix Fire exits

Employees expectations: More Growth / plan /promotion programs Good incentive programs Timely training & development Friendly environment Proper feedback process Time to time appreciation They should feel belongingness towards organization

Profile of the Customers: Following are the various type of customers profile: Family. Friends. Foreigners Groups(male,female.male and female) Professionals(Working Executives and managers) N.R.I Catchment Area: Shri niwas puri

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Shoppers Stop Ltd. South Ex Sarojini Nagar Saket Panchsheel Vasant kunj Vasant Vihar G.k Defence Colony Lajpat Nagar Andrewj Ganj

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Shoppers Stop Ltd. Why they buy: Customers buy merchandise from shoppers Stop because they get availability of various branded merchandise under one roof, customer service, enviornment ,ambiance and the various service offered by the company such as ,customer service Desk, Exchange policy, alteration etc.. Customer footfalls: We understand customer footfall as number of customer visited the store during a day. On Saturday the footfall was 12500,total bill generated 1546. Therefore we can calculate conversion rate by using the formula

No of bill generated / total footfall =12.36 Total sales =2281579 Average sale per bill =1475

How they commute: As customer comes from various places they commute by Cars Bikes Scooter s Public conveyance (Auto). Bus.

Note: According to our observation, Friday Saturday and Sunday are the hot days for business. And as south Ex and lajpat Nagar market remain close on Tuesday customer traffic can be seen in shoppers stop.

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Shoppers Stop Ltd. QUESTIONNAIRE Name Age Gender Address (Location) : _______________________________________________ : ________ : _________ : ________________________________________________

01) Monthly Household Income: Rs.10, 000 - Rs.15, 000 Rs.30, 000 Rs. 35,000 Rs.25, 000 - Rs.30, 000 Rs.20, 000 - Rs.25, 000 Rs.15, 000 - Rs.20, 000 Rs.35, 000 & above

02) Are you a member/frequent visitor at Shoppers Stop?

Member (Type of membership)

Frequency Once in Once in Once in a month 3 6 Months Months

Once in a year

03) What do you buy/prefer to buy from Shoppers Stop? Apparel Watch Footwear Perfumes and Cosmetics Home Furnishings Jewellery Appliances Toys Others____________________________________

04) Which of these floors have you visited today at shoppers stop? Ground Floor Lower Ground Floor

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Shoppers Stop Ltd. 05) Which of these have you visited today? Apparel Watch Footwear Perfumes and Cosmetics Home Furnishings Jewellery Appliances Toys Others____________________________________ 06) Did you find what you were looking for? Yes No

07) What were you looking for? __________________________________________________________________ Shopping Habits 08) Who usually accompanies you for shopping? Spouse Children Mother Father Friends 09) What do you like to shop the most? Clothes Accessories Shoes Others _______

Siblings

Relatives

Jewellery

Cosmetics

10) Where would/do you normally buy the following from? Store Name Casuals Formals Ethnic Wear Western Wear Perfumes & cosmetics Watches Home furnishings Kitchen Appliances Jewellery Toys Footwear Others(specify) Market/Mall Reason for Preference Name

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Shoppers Stop Ltd.

11) Which departmental store do you frequently visit for the following? Article Apparels Watch Shoe Perfumes & cosmetics Electronic items Home furnishings Store Name Frequency Once in Once in Once in Once in More a month 3 6 a year than one Months months year Average spend per visit

12) A. Why do you go to following stores? Name of Store Proximity Facilities Variety (Time / (Car park / Price Custome Convenienc A/c r Bran Style e) / Service d Ambience) Others (Specif y)

Shoppers Stop Globus West Side Pantaloons Wills Lifestyle Others(specify)

B Which is the single most critical factor? Proximity Everything under one roof Refund, Exchange policy Caf Parking Space Ambience Variety Price Customer Service Others

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Shoppers Stop Ltd.

13) Are you a member/frequent visitor to any of the following stores? Store Name Shoppers Stop Globus West Side Pantaloons Wills Lifestyle Others(specify) Member Frequency (Type of Visitor Once in Once in Once in membership) a 3 6 month Months Months Once in a year Average Spend Per visit

14) Would you recommend us to others? Why?

Yes No

_______________________________________________________________________ _______________________________________________________________________ _________________________________________________ 15) Would you visit us again? 16) Your recommendations for us : _______________________________________________________________________ ______________________ Yes No

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Shoppers Stop Ltd.

DIPSTICK MEASUREMENT

Pie chart 1 Male : 1357

Female : 1505 Kids Total : 138 : 3000

138 5% 1357 45% 1505 50% MALE FEMALE KIDS

Chart 1 : Male , Female & Kids Ratio . The Above graph shows that we have more female visitors than the male. 50 % were female . 45 % were Male . 5 % were Kids .

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Shoppers Stop Ltd.

AGE GROUPS :

0 -- 10 10 -- 20 20 -- 30 30 -- 40 40 -- 50 50 -- 60 60 -- 70

103 317 870 960 605 100 45

45 100 605 103 317 0 -- 10 10 -- 20 20 -- 30 30 -- 40 40 -- 50 50 -- 60 60 -- 70

870 960

Chart 2 : Age Group . The above graph shows that the age group between 30 40 yrs. is mostly seen and age group 60 70 yrs. is less seen. The group that is seen second is 20 30 yrs.

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Shoppers Stop Ltd.

Family size : 1 2 3 4 5 6 7 8 * * * * * * * * 40 400 300 200 50 30 02 02 = 40 = 800 = 900 = 800 = 250 = 180 = 14 = 16

TOTAL = 3000

1 22% 3% 6% 8% 11% 19% 17% 2 3 4 5 14% 6 7 8

Chart 3 : Family Size .

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Shoppers Stop Ltd.

CATCHMENT AREA : NOIDA DELHI GHAZIABAD FARIDABAD GURGAON GREATER NOIDA NRI 824 963 1141 25 6 35 8

NOIDA DELHI GHAZIABAD FARIDABAD GURGAON GREATER NOIDA NRI

Chart 4 : Catchment Area for Shoppers Stop , Shipra Mall .

The above graph shows that the people who come more belong to Ghaziabad, Delhi , Noida .

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Shoppers Stop Ltd.

Delhi : Anand vihar Vasant kunj Mayur Vihar vasant Vihar Rohini laxmi Nagar Vivek Vihar Patparganj Lajpat Nagar West Delhi Dwarka South Ex Shadara Pitampura 170 18 115 4 11 125 55 430 10 5 4 4 6 6

A nand vihar vasant V ihar V ivek V ihar West Delhi Shadara

V asant kunj Rohini Patparganj Dwarka Pitampura

M ayur V ihar laxmi N agar Lajpat N agar South Ex

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Shoppers Stop Ltd.

Ghaziabad : Vijay nagar Mohan nagar Shipra suncity Indirapuram Vaishali vasundra kavi nagar Kaushambi Govind puram suraj nagar Gandhi nagar 38 20 203 250 96 90 33 250 78 41 42

V yn g r ija a a 3 8 4 1 7 8 20 5 3 3 9 0 9 6 2 0 4 2 23 0 20 5 M h nn g r oa aa S ip s n ity h ra u c In ira u m d p ra V is a a h li vs n r a u da k vn g r ai a a K u h mi as a b G v dp ra o in u m s r jngr ua a a Gn h n g r adi aa

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Shoppers Stop Ltd.

ANALYSIS OF QUESTIONNAIRE :

MONTHLY HOUSEHOLD INCOME

3% 7% 30% 13% 10,000 - 15,000 15,000 - 20,000 20,000 - 25,000 25,000 - 30,000 20% 27% 30,000 - 35,000 35,000 & above

In the above graph RESPONSE 10 20 40 60 80 90

MHI 10,000 - 15,000 15,000 - 20,000 20,000 - 25,000 25,000 - 30,000 30,000 - 35,000 35,000 & above

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Shoppers Stop Ltd.

TYPE OF MEMBERSHIP

37% 49% 12% 2%

CLASSIC CARD SILVER CARD GOLD CARD NOT MEMBER

The above graph shows that 49 % of the people who were surveyed were not members with us . Rest 37 % were Classic cards , 12 % were Silver and the remaining 2 % were gold card members .

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Shoppers Stop Ltd.

Frequency of visit at shoppers' stop

3% 30% Once in a month Once in 3 months Once in 6 months 54% Once in a year

13%

The above graph shows the Frequency of visit at shoppers stop: 54 % visited once in 3 months . 30 % visited once in a month 13 % visited once in 6 months. 3 % visited once in a year .

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Shoppers Stop Ltd.

B uying Preference fromShoppers' stop Apparel

2% 4% 8% 10% 10% 6% 2% 58% W atch Footw ear Perfum & es C osm etics H e furnishings om Jew ellery Appliances T oys

The above graph shows the buying preference from Shoppers Stop. 58 % preferred Apparels. 10 % preferred Home furnishings 8 % preferred jewellery. 4 % preferred Appliances.

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Shoppers Stop Ltd.

Floors Visited at Shoppers' Stop

Ground Floor 37% 43% Lower Ground Floor Both 20%

The above graph shows the floors visited at shoppers stop : 37 % visited both floors . 43 % visited ground floor . 20 % visited lower ground floor.

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Shoppers Stop Ltd.

Got what you were looking for.

NO 30% YES NO YES 70%

The above graph shows whether people found what they were looking for . 70 % found what they were looking for. 30 % did not found what they were looking for .

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Shoppers Stop Ltd.

Who Accompanies to Shopping?

23% 35% 7% 2% 1% 22% 10%

SPOUSE CHILDREN MOTHER SIBLINGS RELATIVES FATHER FRIENDS

The above graph shows with whom the people preferred to shop. 35 % preferred their spouse. 22 % wished to be accompanied with their mothers. 23 % wanted their friends to come with them.

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Shoppers Stop Ltd.

W hat Custom wants to shop m er ost ?

17%

3% CLOT HES ACCESSORIES SHOES JEWELLERY COSMETICS

10% 13%

57%

The above graph shows what customer like to shop most 57 % voted for clothes 13 % voted for accessories 17 % for jewellery. 10 % voted for footwear. 3 % for Cosmetics.

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Shoppers Stop Ltd.

AVERAGE SPEND PER VISIT

APPARELS 12% 15% WATCH SHOE 24% 25% PERFUMES & COSMETICS ELECTRONIC ITEMS HOME FURNISHINGS

12%

12%

The above graph shows the average spend per visit .

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Shoppers Stop Ltd.

SIN LE M ST FA G O CTO FO VISIT R R
PR X IT O IM Y EVER H G YT IN U D O E N ER N R O O F R EFU D C AN N ,EX H G PO Y E LIC C AF PAR G SPAC KIN E

13% 2% 10% 0% 7% 0% 2% 39% 27%

AM BIEN E C VAR Y IET PR E IC C ST M U O ER SER E VIC

The above graph shows the factors for the visit. 39 % voted for Parking space 27 % voted for Proximity. 10 % for variety.

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Shoppers Stop Ltd.

R E C OMMEN D TO OTH E R S
400 300 200 100 0 YES 300 0 NO

The above graph shows whether the customer will recommend us to others . The total sample was in favour for recommending us to others.

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Shoppers Stop Ltd.

SWOT ANALYSIS OF SHOPPERS STOP, SHIPRA MALL

STRENGTHS Long known established name, trusted by many Support of the Raheja Group WEAKNESSES We have independent stores of most brands we keep inside our store. Mass catering reduces variety due to space constraints Low footfalls and also low conversion rate.

Capability to open several outlets to depict size and enhance convenience for potential customers Large portfolio of brands and variety of products catering to all. For the family, and all age groups The aesthetic and spacious look of the store like those of malls abroad satisfies and enlivens the shopper

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Shoppers Stop Ltd. OPPORTUNITIES Shopper's Stop located as part of a huge mall attracts larger crowd, more footfalls, more browsing and therefore higher sales A strong Loyalty program (First Citizen) increases base of loyal customers, building confidence and trust The store is more spacious in terms of layout and design, therefore enhanced browsing and reduced efforts and strain of visiting many floors. Moreover, clearer vision of merchandise and displays influences purchases Customer has a lot of choice and has the ease and comfort of comparing and making selections among various products and brands all under one roof before making a purchase Immense parking space availability lessens problems of commuting. THREATS Engulfed by competition from Globus and other independent outlets of brands stocked by Shopper's Stop (E.g. Zodiac, Pepe, Levis, Provogue, etc.). Therefore, probable loss of potential customers. Unavailability of sizes, types, variety may lead to loss of sales. Moreover, availability of demanded items in mall may lead to loss of faith in Shopper's Stop The vastness of each floor may cause problems in locating certain merchandise and lead to confusion especially to a first time visitor to the store

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CONCLUSION
The Indian shopper today, is more well-informed, knowledgeable about what the market has to offer in terms of products, variety and pricing. He generally likes to compare with neighbouring shops before making a purchase. Therefore, a Shoppers Stop in a mall setup poses a big challenge in getting serious shoppers and then making a sale. With competition flanking all sides of the store, the challenge of retaining potential customers is quite a task. Therefore, the most important thing, is to engage the shopper and involve him in the shopping experience. This can be best done by giving the shopper exactly what he wants and how he wants it. Our Shipra Store has a catchment that covers Shipra Sun City , Gaur Green City ,Parsvanath, Amrapali , Jaipuria , Krishna Apra, etc . Around 60 % of area is occupied and the remaining 40 % is Under construction . The Average Price per sq. feet is Rs. 2000 2500 . It is observed that both Husband and wife are working members . The maximum monthly Household income of the residents is 40,000 45,000 , and the minimum Monthly household Income is 25,000 30,000. The Rent for these apartments is Rs. 5000 8000. General customer profile : Gender: Approx 55% of the respondents were males and 45% were female. Age: 59% of the respondents were of the age group 25-35 and 38% were in the age group 20-25years. Occupation: out of the male respondents 78% were salaried , 15 % were into business, 7 % were students . Out of the female respondents 66% of them were salaried, 21% are into business. 13% were housewives . As customer comes from various places they commute by Cars,Bikes,Scooter,Public conveyance (Auto).,Bus. However, it is to be noted, that as the mall becomes more operational and as shoppers become more acquainted with the setup, offerings and whereabouts of what is where, external environment in the mall, will influence buying and browsing patterns to a large extent. The only other way to retain and get back customers over and over again would be by incorporating a very strong Loyalty Program and reinforcing it by constantly devising more exciting offers for loyal members. Loyal members need to be made to feel like they are an integral part of the store. (ownership factor) The advantage of doing this especially in a mall environment, would be that it would play on the psyche of the shopper to buy a product from Shoppers Stop, although substitutes would be available in the mall. Moreover, as according to Paretos principle, 80% of revenues/sales are brought by 20% of your customers. .

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Recommendations
We should have more Mens Accessories like Leather Organisers, Laptop bags , Suitcases. Electronic Goods like Mobile phones Digital Camera ,Music Systems. We should have a good Sarees Collection . Accessories for Youth ( Funky bags , Junk Jewelry , Caps ) There can be a Youth Section ( Like Punk , Metal ) We should have more Kids Accessories like Prams , Jhullas , Infant products ) Party Wear Designer Clothes Arrangements for seating for elderly ladies and others can be made to increase the average time spent by the customers, which can increase sales. Plasma screen that holds and attract the people Mobile charging facility

REFERENCES
Books:
Why We Buy Paco Underhill Malhotra Naresh, Market Research, Person Education, 4th Edition.

Magazines:
KPMG journal ( 2005 ) Images Retail , January 2005 .

Website:

www.shoppersstop.com www.retailyatra.com www.retailbiz.com

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