Shoppers Stop Limited

Executive Summary

11 Brief Introduction of the Research

Benchmarking is the process of comparing the cost cycle time productivity or quality of

a specific process or method to another that is widely considered to be an industry

standard or best practice The result is often a business case for making changes in order

to make improvements

12 Introduction of the Organization

Shoppersrsquo Stop is the pioneer in the Lifestylefashion Segment of retail stores It belongs

to K Raheja Group and was started in India in 1991 headquartered in Mumbai It has

200 Stores at present and plans to expand further in the near future It faces heavy

competition from stores like Pepe jeans Globus lifestyle Westside and Pantaloons With

malls springing up the competition is getting stiffer

The need for the study arose because in the past few months Delhi has seen a lot of new

entrants and also competitors opened up multiple stores with such hard competition it

becomes necessary for any company to maintain customer delight and ensure that service

standards are maintained vis-agrave-vis competition

All stores offer various services to customers Each store has a different set of service

standards to sustain and win over competition the main objectives of the study was to

Benchmark Shoppersrsquo Stop with similar format stores based on service standards and also

find out what factors have to be modifiedimproved There were a few limitations like

respondent bias inaccurate response and hence arriving at accurate result were difficult

13 Objectives

To study the Benchmarking Service standards of Shoppersrsquo Stop with similar Format

stores

To identify top of the mind recall of format stores

To suggest means of improving ldquoShopping Experience by enhancing the

deliverable the parameters

Acharya Institute of Technology Page 1

Shoppers Stop Limited

14 Methodology

The research design was descriptive in nature Primary data was collected by survey

using a structured questionnaire Secondary data was collected from the internet The

population of study consisted of customers of this segment of retail stores Sample size

was 150 and sampling area was Delhi and Delhi NCR Non- probability judgment

sampling technique was followed MS-office was the statistical packages used for

analyzing the data

From analyzing the ranks given for various attributes Shoppersrsquo Stop position for each

factor was found out Shoppersrsquo Stop generally ranks high in terms of sales personnel

alterations and other customer oriented attributes Shoppersrsquo Stop is the top of mind store

for most respondents It has a wide range of merchandise but competitors have an edge in

certain attributes because they are all focusing on a wide range of merchandise apart from

apparels and accessories alone

15 Conclusion

Recommendations were given to improve certain services in which Shoppersrsquo Stop is

considered not as good as compared to competitors like parking music and other

facilities like Snack parlors They can go for some innovative ideas as they have always

done before

Overall Shoppersrsquo Stop should leverages on all its strong points and let more customers

ldquoSTART SOMETHING NEWrdquo Because after all customers are the heart and soul of

business like any other

Acharya Institute of Technology Page 2

Shoppers Stop Limited

Chapter II

General Introduction

Acharya Institute of Technology Page 3

Shoppers Stop Limited

21 Theoretical Background of the Research

Benchmarking is the process of comparing the cost cycle time productivity or quality of

a specific process or method to another that is widely considered to be an industry

standard or best practice The result is often a business case for making changes in order

to make improvements The term benchmarking was first used by cobblers to measure

ones feet for shoes They would place the foot on a ldquobenchrdquo and mark the pattern for the

shoes Benchmarking is most used to measure performance using a specific indicator

( cost per unit of measure productivity per unit of measure cycle time of x per unit of

measure or defects per unit of measure) resulting in a metric of performance that is then

compared to others

Also referred to as ldquobest practice benchmarkingrdquo or ldquoprocess benchmarkingrdquo it is a

process used in management and particularly strategic management in which

organizations evaluate various aspects of their processes in relation to best practice

usually within a peer group defined for the purposes of comparison This then allows

organizations to develop plans on how to make improvements or adopt best practice

usually with the aim of increasing some aspect of performance Benchmarking may be a

one-off event but is often treated as a continuous process in which organizations

continually seek to challenge their practices

211 Advantages of Benchmarking

There are many advantages of benchmarking including

1048707 Identifying areas for improvement

1048707 Identifying risks

1048707 Fuelling continuous improvement

1048707 Producing specific objective measurements

1048707 Satisfying audit compliance and the regulator

1048707 Monitoring and reviewing progress

1048707 Improving quality There are many advantages of benchmarking including

Acharya Institute of Technology Page 4

Shoppers Stop Limited

1048707 Identifying areas for improvement

1048707 Identifying risks

1048707 Fuelling continuous improvement

1048707 Producing specific objective measurements

1048707 Satisfying audit compliance and the regulator

1048707 Monitoring and reviewing progress

1048707 Improving quality

212 Type of Benchmarking

1 Process benchmarking - the initiating firm focuses its observation and

investigation of business processes with a goal of identifying and observing the best

practices from one or more benchmark firms Activity analysis will be required where the

objective is to benchmark cost and efficiency increasingly applied to back-office

processes where outsourcing may be a consideration

2 Financial benchmarking - performing a financial analysis and comparing the

results in an effort to assess your overall competitiveness

3 Performance benchmarking - allows the initiator firm to assess their

competitive position by comparing products and services with those of target firms

4 Product benchmarking - the process of designing new products or upgrades to

current ones This process can sometimes involve reverse engineering which is taking

apart competitors products to find strengths and weaknesses

5 Strategic benchmarking - involves observing how others compete This type is

usually not industry specific meaning it is best to look at other industries

6 Functional benchmarking - a company will focus its benchmarking on a single

function in order to improve the operation of that particular function Complex functions

such as Human Resources Finance and Accounting and Information and Communication

Technology are unlikely to be directly comparable in cost and efficiency terms and may

need to be disaggregated into processes to make valid comparison

Acharya Institute of Technology Page 5

Shoppers Stop Limited

213 Process of Benchmarking

There is no single benchmarking process that has been universally adopted The wide

appeal and acceptance of benchmarking has led to various benchmarking methodologies

emerging The most prominent methodology is the 12 stage methodology by Robert

Camp (who wrote the first book on benchmarking in 1989)

The 12 stage methodology consisted of

1 Select subject ahead

2 Define the process

3 Identify potential partners

4 Identify data sources

5 Collect data and select partners

6 Determine the gap

7 Establish process differences

8 Target future performance

9 Communicate

10 Adjust goal

11 Implement

12 Reviewrecalibrate

The following is an example of a typical shorter version of the methodology

1 Identify your problem areas - Because benchmarking can be applied to any

business process or function a range of research techniques may be required They

include informal conversations with customers employees or suppliers exploratory

research techniques such as focus groups or in-depth marketing research quantitative

research surveys questionnaires re-engineering analysis process mapping quality

control variance reports or financial ratio analysis Before embarking on comparison

with other organizations it is essential that you know your own organizations function

Acharya Institute of Technology Page 6

Shoppers Stop Limited

14 Methodology

The research design was descriptive in nature Primary data was collected by survey

using a structured questionnaire Secondary data was collected from the internet The

population of study consisted of customers of this segment of retail stores Sample size

was 150 and sampling area was Delhi and Delhi NCR Non- probability judgment

sampling technique was followed MS-office was the statistical packages used for

analyzing the data

From analyzing the ranks given for various attributes Shoppersrsquo Stop position for each

factor was found out Shoppersrsquo Stop generally ranks high in terms of sales personnel

alterations and other customer oriented attributes Shoppersrsquo Stop is the top of mind store

for most respondents It has a wide range of merchandise but competitors have an edge in

certain attributes because they are all focusing on a wide range of merchandise apart from

apparels and accessories alone

15 Conclusion

Recommendations were given to improve certain services in which Shoppersrsquo Stop is

considered not as good as compared to competitors like parking music and other

facilities like Snack parlors They can go for some innovative ideas as they have always

done before

Overall Shoppersrsquo Stop should leverages on all its strong points and let more customers

ldquoSTART SOMETHING NEWrdquo Because after all customers are the heart and soul of

business like any other

Acharya Institute of Technology Page 2

Shoppers Stop Limited

Chapter II

General Introduction

Acharya Institute of Technology Page 3

Shoppers Stop Limited

21 Theoretical Background of the Research

Benchmarking is the process of comparing the cost cycle time productivity or quality of

a specific process or method to another that is widely considered to be an industry

standard or best practice The result is often a business case for making changes in order

to make improvements The term benchmarking was first used by cobblers to measure

ones feet for shoes They would place the foot on a ldquobenchrdquo and mark the pattern for the

shoes Benchmarking is most used to measure performance using a specific indicator

( cost per unit of measure productivity per unit of measure cycle time of x per unit of

measure or defects per unit of measure) resulting in a metric of performance that is then

compared to others

Also referred to as ldquobest practice benchmarkingrdquo or ldquoprocess benchmarkingrdquo it is a

process used in management and particularly strategic management in which

organizations evaluate various aspects of their processes in relation to best practice

usually within a peer group defined for the purposes of comparison This then allows

organizations to develop plans on how to make improvements or adopt best practice

usually with the aim of increasing some aspect of performance Benchmarking may be a

one-off event but is often treated as a continuous process in which organizations

continually seek to challenge their practices

211 Advantages of Benchmarking

There are many advantages of benchmarking including

1048707 Identifying areas for improvement

1048707 Identifying risks

1048707 Fuelling continuous improvement

1048707 Producing specific objective measurements

1048707 Satisfying audit compliance and the regulator

1048707 Monitoring and reviewing progress

1048707 Improving quality There are many advantages of benchmarking including

Acharya Institute of Technology Page 4

Shoppers Stop Limited

1048707 Identifying areas for improvement

1048707 Identifying risks

1048707 Fuelling continuous improvement

1048707 Producing specific objective measurements

1048707 Satisfying audit compliance and the regulator

1048707 Monitoring and reviewing progress

1048707 Improving quality

212 Type of Benchmarking

1 Process benchmarking - the initiating firm focuses its observation and

investigation of business processes with a goal of identifying and observing the best

practices from one or more benchmark firms Activity analysis will be required where the

objective is to benchmark cost and efficiency increasingly applied to back-office

processes where outsourcing may be a consideration

2 Financial benchmarking - performing a financial analysis and comparing the

results in an effort to assess your overall competitiveness

3 Performance benchmarking - allows the initiator firm to assess their

competitive position by comparing products and services with those of target firms

4 Product benchmarking - the process of designing new products or upgrades to

current ones This process can sometimes involve reverse engineering which is taking

apart competitors products to find strengths and weaknesses

5 Strategic benchmarking - involves observing how others compete This type is

usually not industry specific meaning it is best to look at other industries

6 Functional benchmarking - a company will focus its benchmarking on a single

function in order to improve the operation of that particular function Complex functions

such as Human Resources Finance and Accounting and Information and Communication

Technology are unlikely to be directly comparable in cost and efficiency terms and may

need to be disaggregated into processes to make valid comparison

Acharya Institute of Technology Page 5

Shoppers Stop Limited

213 Process of Benchmarking

There is no single benchmarking process that has been universally adopted The wide

appeal and acceptance of benchmarking has led to various benchmarking methodologies

emerging The most prominent methodology is the 12 stage methodology by Robert

Camp (who wrote the first book on benchmarking in 1989)

The 12 stage methodology consisted of

1 Select subject ahead

2 Define the process

3 Identify potential partners

4 Identify data sources

5 Collect data and select partners

6 Determine the gap

7 Establish process differences

8 Target future performance

9 Communicate

10 Adjust goal

11 Implement

12 Reviewrecalibrate

The following is an example of a typical shorter version of the methodology

1 Identify your problem areas - Because benchmarking can be applied to any

business process or function a range of research techniques may be required They

include informal conversations with customers employees or suppliers exploratory

research techniques such as focus groups or in-depth marketing research quantitative

research surveys questionnaires re-engineering analysis process mapping quality

control variance reports or financial ratio analysis Before embarking on comparison

with other organizations it is essential that you know your own organizations function

Acharya Institute of Technology Page 6

Shoppers Stop Limited

Chapter II

General Introduction

Acharya Institute of Technology Page 3

Shoppers Stop Limited

21 Theoretical Background of the Research

Benchmarking is the process of comparing the cost cycle time productivity or quality of

a specific process or method to another that is widely considered to be an industry

standard or best practice The result is often a business case for making changes in order

to make improvements The term benchmarking was first used by cobblers to measure

ones feet for shoes They would place the foot on a ldquobenchrdquo and mark the pattern for the

shoes Benchmarking is most used to measure performance using a specific indicator

( cost per unit of measure productivity per unit of measure cycle time of x per unit of

measure or defects per unit of measure) resulting in a metric of performance that is then

compared to others

Also referred to as ldquobest practice benchmarkingrdquo or ldquoprocess benchmarkingrdquo it is a

process used in management and particularly strategic management in which

organizations evaluate various aspects of their processes in relation to best practice

usually within a peer group defined for the purposes of comparison This then allows

organizations to develop plans on how to make improvements or adopt best practice

usually with the aim of increasing some aspect of performance Benchmarking may be a

one-off event but is often treated as a continuous process in which organizations

continually seek to challenge their practices

211 Advantages of Benchmarking

There are many advantages of benchmarking including

1048707 Identifying areas for improvement

1048707 Identifying risks

1048707 Fuelling continuous improvement

1048707 Producing specific objective measurements

1048707 Satisfying audit compliance and the regulator

1048707 Monitoring and reviewing progress

1048707 Improving quality There are many advantages of benchmarking including

Acharya Institute of Technology Page 4

Shoppers Stop Limited

1048707 Identifying areas for improvement

1048707 Identifying risks

1048707 Fuelling continuous improvement

1048707 Producing specific objective measurements

1048707 Satisfying audit compliance and the regulator

1048707 Monitoring and reviewing progress

1048707 Improving quality

212 Type of Benchmarking

1 Process benchmarking - the initiating firm focuses its observation and

investigation of business processes with a goal of identifying and observing the best

practices from one or more benchmark firms Activity analysis will be required where the

objective is to benchmark cost and efficiency increasingly applied to back-office

processes where outsourcing may be a consideration

2 Financial benchmarking - performing a financial analysis and comparing the

results in an effort to assess your overall competitiveness

3 Performance benchmarking - allows the initiator firm to assess their

competitive position by comparing products and services with those of target firms

4 Product benchmarking - the process of designing new products or upgrades to

current ones This process can sometimes involve reverse engineering which is taking

apart competitors products to find strengths and weaknesses

5 Strategic benchmarking - involves observing how others compete This type is

usually not industry specific meaning it is best to look at other industries

6 Functional benchmarking - a company will focus its benchmarking on a single

function in order to improve the operation of that particular function Complex functions

such as Human Resources Finance and Accounting and Information and Communication

Technology are unlikely to be directly comparable in cost and efficiency terms and may

need to be disaggregated into processes to make valid comparison

Acharya Institute of Technology Page 5

Shoppers Stop Limited

213 Process of Benchmarking

There is no single benchmarking process that has been universally adopted The wide

appeal and acceptance of benchmarking has led to various benchmarking methodologies

emerging The most prominent methodology is the 12 stage methodology by Robert

Camp (who wrote the first book on benchmarking in 1989)

The 12 stage methodology consisted of

1 Select subject ahead

2 Define the process

3 Identify potential partners

4 Identify data sources

5 Collect data and select partners

6 Determine the gap

7 Establish process differences

8 Target future performance

9 Communicate

10 Adjust goal

11 Implement

12 Reviewrecalibrate

The following is an example of a typical shorter version of the methodology

1 Identify your problem areas - Because benchmarking can be applied to any

business process or function a range of research techniques may be required They

include informal conversations with customers employees or suppliers exploratory

research techniques such as focus groups or in-depth marketing research quantitative

research surveys questionnaires re-engineering analysis process mapping quality

control variance reports or financial ratio analysis Before embarking on comparison

with other organizations it is essential that you know your own organizations function

Acharya Institute of Technology Page 6

Shoppers Stop Limited

21 Theoretical Background of the Research

Benchmarking is the process of comparing the cost cycle time productivity or quality of

a specific process or method to another that is widely considered to be an industry

standard or best practice The result is often a business case for making changes in order

to make improvements The term benchmarking was first used by cobblers to measure

ones feet for shoes They would place the foot on a ldquobenchrdquo and mark the pattern for the

shoes Benchmarking is most used to measure performance using a specific indicator

( cost per unit of measure productivity per unit of measure cycle time of x per unit of

measure or defects per unit of measure) resulting in a metric of performance that is then

compared to others

Also referred to as ldquobest practice benchmarkingrdquo or ldquoprocess benchmarkingrdquo it is a

process used in management and particularly strategic management in which

organizations evaluate various aspects of their processes in relation to best practice

usually within a peer group defined for the purposes of comparison This then allows

organizations to develop plans on how to make improvements or adopt best practice

usually with the aim of increasing some aspect of performance Benchmarking may be a

one-off event but is often treated as a continuous process in which organizations

continually seek to challenge their practices

211 Advantages of Benchmarking

There are many advantages of benchmarking including

1048707 Identifying areas for improvement

1048707 Identifying risks

1048707 Fuelling continuous improvement

1048707 Producing specific objective measurements

1048707 Satisfying audit compliance and the regulator

1048707 Monitoring and reviewing progress

1048707 Improving quality There are many advantages of benchmarking including

Acharya Institute of Technology Page 4

Shoppers Stop Limited

1048707 Identifying areas for improvement

1048707 Identifying risks

1048707 Fuelling continuous improvement

1048707 Producing specific objective measurements

1048707 Satisfying audit compliance and the regulator

1048707 Monitoring and reviewing progress

1048707 Improving quality

212 Type of Benchmarking

1 Process benchmarking - the initiating firm focuses its observation and

investigation of business processes with a goal of identifying and observing the best

practices from one or more benchmark firms Activity analysis will be required where the

objective is to benchmark cost and efficiency increasingly applied to back-office

processes where outsourcing may be a consideration

2 Financial benchmarking - performing a financial analysis and comparing the

results in an effort to assess your overall competitiveness

3 Performance benchmarking - allows the initiator firm to assess their

competitive position by comparing products and services with those of target firms

4 Product benchmarking - the process of designing new products or upgrades to

current ones This process can sometimes involve reverse engineering which is taking

apart competitors products to find strengths and weaknesses

5 Strategic benchmarking - involves observing how others compete This type is

usually not industry specific meaning it is best to look at other industries

6 Functional benchmarking - a company will focus its benchmarking on a single

function in order to improve the operation of that particular function Complex functions

such as Human Resources Finance and Accounting and Information and Communication

Technology are unlikely to be directly comparable in cost and efficiency terms and may

need to be disaggregated into processes to make valid comparison

Acharya Institute of Technology Page 5

Shoppers Stop Limited

213 Process of Benchmarking

There is no single benchmarking process that has been universally adopted The wide

appeal and acceptance of benchmarking has led to various benchmarking methodologies

emerging The most prominent methodology is the 12 stage methodology by Robert

Camp (who wrote the first book on benchmarking in 1989)

The 12 stage methodology consisted of

1 Select subject ahead

2 Define the process

3 Identify potential partners

4 Identify data sources

5 Collect data and select partners

6 Determine the gap

7 Establish process differences

8 Target future performance

9 Communicate

10 Adjust goal

11 Implement

12 Reviewrecalibrate

The following is an example of a typical shorter version of the methodology

1 Identify your problem areas - Because benchmarking can be applied to any

business process or function a range of research techniques may be required They

include informal conversations with customers employees or suppliers exploratory

research techniques such as focus groups or in-depth marketing research quantitative

research surveys questionnaires re-engineering analysis process mapping quality

control variance reports or financial ratio analysis Before embarking on comparison

with other organizations it is essential that you know your own organizations function

Acharya Institute of Technology Page 6

Shoppers Stop Limited

1048707 Identifying areas for improvement

1048707 Identifying risks

1048707 Fuelling continuous improvement

1048707 Producing specific objective measurements

1048707 Satisfying audit compliance and the regulator

1048707 Monitoring and reviewing progress

1048707 Improving quality

212 Type of Benchmarking

1 Process benchmarking - the initiating firm focuses its observation and

investigation of business processes with a goal of identifying and observing the best

practices from one or more benchmark firms Activity analysis will be required where the

objective is to benchmark cost and efficiency increasingly applied to back-office

processes where outsourcing may be a consideration

2 Financial benchmarking - performing a financial analysis and comparing the

results in an effort to assess your overall competitiveness

3 Performance benchmarking - allows the initiator firm to assess their

competitive position by comparing products and services with those of target firms

4 Product benchmarking - the process of designing new products or upgrades to

current ones This process can sometimes involve reverse engineering which is taking

apart competitors products to find strengths and weaknesses

5 Strategic benchmarking - involves observing how others compete This type is

usually not industry specific meaning it is best to look at other industries

6 Functional benchmarking - a company will focus its benchmarking on a single

function in order to improve the operation of that particular function Complex functions

such as Human Resources Finance and Accounting and Information and Communication

Technology are unlikely to be directly comparable in cost and efficiency terms and may

need to be disaggregated into processes to make valid comparison

Acharya Institute of Technology Page 5

Shoppers Stop Limited

213 Process of Benchmarking

There is no single benchmarking process that has been universally adopted The wide

appeal and acceptance of benchmarking has led to various benchmarking methodologies

emerging The most prominent methodology is the 12 stage methodology by Robert

Camp (who wrote the first book on benchmarking in 1989)

The 12 stage methodology consisted of

1 Select subject ahead

2 Define the process

3 Identify potential partners

4 Identify data sources

5 Collect data and select partners

6 Determine the gap

7 Establish process differences

8 Target future performance

9 Communicate

10 Adjust goal

11 Implement

12 Reviewrecalibrate

The following is an example of a typical shorter version of the methodology

1 Identify your problem areas - Because benchmarking can be applied to any

business process or function a range of research techniques may be required They

include informal conversations with customers employees or suppliers exploratory

research techniques such as focus groups or in-depth marketing research quantitative

research surveys questionnaires re-engineering analysis process mapping quality

control variance reports or financial ratio analysis Before embarking on comparison

with other organizations it is essential that you know your own organizations function

Acharya Institute of Technology Page 6

Shoppers Stop Limited

213 Process of Benchmarking

There is no single benchmarking process that has been universally adopted The wide

appeal and acceptance of benchmarking has led to various benchmarking methodologies

emerging The most prominent methodology is the 12 stage methodology by Robert

Camp (who wrote the first book on benchmarking in 1989)

The 12 stage methodology consisted of

1 Select subject ahead

2 Define the process

3 Identify potential partners

4 Identify data sources

5 Collect data and select partners

6 Determine the gap

7 Establish process differences

8 Target future performance

9 Communicate

10 Adjust goal

11 Implement

12 Reviewrecalibrate

The following is an example of a typical shorter version of the methodology

1 Identify your problem areas - Because benchmarking can be applied to any

business process or function a range of research techniques may be required They

include informal conversations with customers employees or suppliers exploratory

research techniques such as focus groups or in-depth marketing research quantitative

research surveys questionnaires re-engineering analysis process mapping quality

control variance reports or financial ratio analysis Before embarking on comparison

with other organizations it is essential that you know your own organizations function

Acharya Institute of Technology Page 6

Shoppers Stop Limited

processes base lining performance provides a point against which improvement effort

can be measured

2 Identify other industries that have similar processes - For instance if one were

interested in improving hand offs in addiction treatment heshe would try to identify other

fields that also have hand off challenges These could include air traffic control cell

phone switching between towers transfer of patients from surgery to recovery rooms

3 Identify organizations that are leaders in these areas - Look for the very best

in any industry and in any country Consult customers suppliers financial analysts trade

associations and magazines to determine which companies are worthy of study

4 Survey companies for measures and practices - Companies target specific

business processes using detailed surveys of measures and practices used to identify

business process alternatives and leading companies Surveys are typically masked to

protect confidential data by neutral associations and consultants

5 Visit the best practice companies to identify leading edge practices -

Companies typically agree to mutually exchange information beneficial to all parties in a

benchmarking group and share the results within the group

6 Implement new and improved business practices - Take the leading edge

practices and develop implementation plans which include identification of specific

opportunities funding the project and selling the ideas to the organization for the purpose

of gaining demonstrated value from the process

22 Statement of Problem

To study the Title of ldquoBenchmarking of Service Standards with Competition Stores

taken by me at Shoppersrsquo Stop Limited Gurgaonrdquo

In the todayrsquos unpredictable market scenario and fluctuating inflation values the world

over it is tough to find the appropriate specialty store for customers Through listening to

the voice of the customer quality function deployment (QFD) is a systematic

methodology for quality improvement and service improvement The quality of a product

or service is ultimately judged in terms of customer satisfaction Customer satisfaction

Acharya Institute of Technology Page 7

Shoppers Stop Limited

benchmarking can help decision makers identify areas for improvement make strategic

decisions and set targets on desired satisfaction performance

In Fashion oriented trends Specialty Stores face big problem to fulfill customerrsquos desires

with the help of Benchmarking technique to satisfying the customers

23 Objectives of the Research

Primary Objective

To study the Benchmarking Service standards of Shoppersrsquo Stop with similar Format

stores

Secondary Objectives

To identify top of the mind recall of format stores

To suggest means of improving ldquoShopping Experience by enhancing the

deliverable the parameters

24 Scope of Research

In Delhi the past few years have seen a lot of new entrants in the lifestylefashion

segment like pantaloons store at unitech mall in rohini Globus with two outlets Westside

has added one more outlet Apart from these lifestyle and Westside outlet already in

Gurgaon and malls are opening up all around the city With such heavy competition it

becomes necessary for any company to maintain customer delight and ensure that service

standards are maintained vis-agrave-vis competition

Acharya Institute of Technology Page 8

Shoppers Stop Limited

25 Research Methodology

Research Design - Descriptive

Primary Data - Survey

Secondary Data - Internet

Population - Customer of the Lifestyle Fashion segment of retail stores in Delhi

Sample Size - 150

Sampling Area - All stores of Shoppersrsquo Stop in Delhi and NCR

Sampling Technique - Non-Probability Judgmental sampling

Sampling Tools - Structured questionnaire

Software used for Data analysis - Microsoft Office

Analytical Tools - Cross tabulations and Mean Rank

26 Limitation of the Study

The survey was restricted to some stores only

Sample size for the study is too low compared to the total number of

people who visit these stores Hence it is not possible to arrive at accurate result

Respondent bias towards certain stores

Since the questionnaire involves mostly ranking questions there are

chances of inaccurate rankings being provided for the various factors

Lack of time and financial constraints

Acharya Institute of Technology Page 9

Shoppers Stop Limited

Chapter III

Data Analysis amp Interpretation

Acharya Institute of Technology Page 10

Shoppers Stop Limited

31 Percentage Analysis of the Survey

Table no - 31- Percentage Analysis of Age group of respondents

Age Group Frequency percentage

16-24 108 72

25-32 39 26

33-40 1 07

41-48 2 13

Total 150 100

Analysis and Interpretation

The above charts depict the age group of the respondents and their No of respondents It

is observed that 72 of the respondents fall in the age group of 16-24 years and 26 fall

in the age group of 25-32 years

Acharya Institute of Technology Page 11

Shoppers Stop Limited

Table no - 32- Percentage analysis of No of Respondents

Shopping Frequency No of Respondents Percentage

Once in a month 100 66

Once in 2 month 31 21

Once in 6 month 19 13

Total 150 100

Analysis and Interpretation

The above charts depicts in the shopping frequency of the respondents and their No of

respondents It is observed that 66 of the respondents shop once in a month 21 shop

once in 2 months and 13 once in 6 months

Acharya Institute of Technology Page 12

Shoppers Stop Limited

Table no - 33- Percentage Analysis of Top of the mind stores and Respondents

Top of the Mind Store No of Respondents Percentage

Shoppersrsquo Stop 54 36

Lifestyle 53 353

Globus 6 4

Westside 11 73

Big Bazaar 3 2

Pantaloons 23 154

Total 150 100

Analysis and Interpretation

The above charts depict the Top of the mind store and their No of respondents It is

observed that 36 of the respondents say Shoppersrsquo Stop comes to their mind first when

Acharya Institute of Technology Page 13

Shoppers Stop Limited

they think of shopping for their family A close 353 of respondents say Lifestyle

comes to their mind first

Table no 34- Percentage Analysis of Favorite stores

Favorite stores No of Respondents Percentage

Shoppersrsquo Stop 35 23

Lifestyle 50 34

Globus 9 6

Westside 18 12

Big Bazaar 18 12

Pantaloons 20 13

Total 150 100

Analysis and Interpretation

The above chart depicts the Favorite store of the respondents and their No of respondents

It is observed that 343 of the respondents say Lifestyle is their favorite a store followed

Acharya Institute of Technology Page 14

Shoppers Stop Limited

by Pantaloons with 253 respondents in favor of it Shoppersrsquo Stop stands third in the

list of Favorite Store

32 Cross-tabulation of the Survey

Table no 35- Table showing Cross-tabulation between Age group and No of

respondents

No of Respondents

Age Group Once in a

month

Once in a 2

months

Once in a 6

months

TOTAL

16-24 76 19 13 108

25-32 23 11 5 39

33-40 1 0 0 1

41-48 0 1 1 1

TOTAL 100 31 19 150

Acharya Institute of Technology Page 15

Shoppers Stop Limited

Analysis and Interpretation

The above Table Depicts the Cross-tabulation between Age group and No of

Respondents

People usually visited in malls once in a month for many purpose like window

shopping outings shopping etc

Most population to visiting is malls are teenagers

Very few population or negligible populations are found of age group 41-48

Big malls support in India Economy as infrastructure wise revenue wise and

entertainment

Table no 36- Table showing Cross-tabulation between Gender and No of

Respondents

Acharya Institute of Technology Page 16

Shoppers Stop Limited

No of Respondents

Gender One in a

month

Once in 2

months

Once in 6

months

TOTAL

Male 55 26 15 96

Female 45 5 4 54

Total 100 31 19 150

Analysis and Interpretation

The above Table and Graphs Depicts the Cross-tabulation between Gender and No of

respondents-

It is focus on younger generation in a frequently malls

Above data show the increasing popularity of malls in youngster mind

Male respondents have higher in number ie male equally fashion oriented like

females

People generally visited the mall once in a month very few in 6th months

Acharya Institute of Technology Page 17

Shoppers Stop Limited

Table 37- Table showing Cross-tabulation between Age group and Top of mind

store

Top of Mind Store

Age

group

Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

16-24 34 44 4 8 2 16 108

25-32 19 8 2 3 1 6 39

33-40 1 0 0 0 0 0 1

41-48 0 1 0 0 0 1 2

Total 54 53 6 11 3 23 150

Analysis and Interpretation

The above Table Depicts the Cross-tabulation between Age group and Top of mind

store-

Lifestyle show the high pitch in 16-24 age groups because of Lifestyle itself a

Big Brand name in Fashion Industry

Lifestyle also contains Famous designer collection in their stores which is

responsible to attract more Fashion oriented people

Acharya Institute of Technology Page 18

Shoppers Stop Limited

Second position acquired by the Shoppersrsquo Stop because the segment area is

teenagers

Shoppersrsquo Stop use attractive print media and advertisements to attract the

customers

Shoppers Stop Brand Ambassadorsrsquo is Sharukh Khan which is great crush in

teenagers and they would like to copy his style in their Fashion Apparel

Table no - 38 Table showing Cross-tabulation between Gender and Top of mind

store

Acharya Institute of Technology Page 19

Shoppers Stop Limited

Top of Mind Store

Gender Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

Male 42 23 6 8 1 16 96

Female 12 30 0 3 2 7 54

Total 54 53 6 11 3 23 150

Analysis and Interpretation

The above Table and Graphs depicts the Cross-tabulation between Gender and Top of

mind store

In Fashionable worlds Shoppersrsquo Stop has success to grab the good position in

youngster mind

Teenagers attracted more towards Shoppers Stop due to diverse range of garments

in stores

Again male respondents are higher to the female respondents

Lifestyle gives good competition to the shoppersrsquo Stop capture large no of market

share as well as consumers perception

Table no - 39 Table showing Cross-tabulation between Gender and Favorite store

Acharya Institute of Technology Page 20

Shoppers Stop Limited

Favorite Store

Gender Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

Male 26 23 8 13 10 16 96

Female 9 27 1 5 24 8 54

Total 35 50 9 18 14 24 150

Analysis and Interpretation

The above Table depicts the Cross-tabulation between Gender and Favorite store-

Shoppersrsquo Stop is more popular brand store in male because it contains wide

range of malersquos collection

Lifestyle is more popular in female because Lifestyle organized fashion show and

it has own fashion academy for females

Big Bazaar is more popular in House Wives because it contains households

vegetable and garments items at very reasonable price

Big Bazaar gives attractive offer like 5 Din Maha Bachat Offers Sasta Budhvaar

etc

Acharya Institute of Technology Page 21

Shoppers Stop Limited

Table no - 310 Table showing Cross-tabulation between Age group and Favorite

store

Favorite Store

Age

group

Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

16-24 20 40 4 16 10 18 108

25-32 14 10 4 2 3 6 39

33-40 1 0 0 0 0 0 1

41-48 0 0 1 0 0 0 2

Total 35 50 9 18 13 25 150

Analysis and Interpretation

The above Table and Graphs Depicts the Cross-tabulation between Age group and

Favorite store-

Lifestyle show the high pitch in 16-24 age groups because of Lifestyle itself a

Big Brand name in Fashion Industry

Famous Fashion Designer collection keep in Lifestyle to become a favorite store

of youngsters

Acharya Institute of Technology Page 22

Shoppers Stop Limited

Second position acquired by the Shoppersrsquo Stop because the segment area is

teenagers

Negligible response in age group of 33-40 and 40-41 because people belongs to

old thoughts not interested in fashionable worlds

They believe in simple dressing like Saris Kurta Pajama

33 Mean Ranks of the Survey

Table no-311- Consolidated Mean Ranks of parameter for Benchmarking

Format

Stores

Outside

Appeal

Parking

Facility

Sales

Personnel

Sales

Personnel

Music Moving

Space

Arrangement

Acharya Institute of Technology Page 23

Shoppers Stop Limited

Friendliness Uniform

Shoppers

Stop

314 322 197 251 451 364 240

Lifestyle 256 275 271 361 241 268 169

Globus 333 490 381 400 217 522 411

Westside 381 290 359 308 375 395 379

Big Bazaar 552 317 555 521 541 354 550

Pantaloons 263 405 337 259 275 195 351

Analysis and Interpretation

Outside Appeal

It is observed that Lifestyle with the lowest mean rank is the first in outside appeal

Shoppersrsquo Stop with a mean rank of 314 stands third in this aspect

Parking Facility

Acharya Institute of Technology Page 24

Shoppers Stop Limited

It is observed that Lifestyle with the lowest mean rank is the first in this aspect closely

followed by Westside and Shoppersrsquo Stop 322 stands fourth in terms of parking facility

Sales Personnel ndash Friendliness

Shoppersrsquo Stop with the lowest mean rank of 197 stands first in this aspect followed by

Lifestyle and Pantaloons so on

Sales Personnel- Uniform

It is observed that Shoppersrsquo Stop with the lowest mean rank 251 is the first in this

aspect closely followed by Pantaloons ie 259 is the second

Music

It is observed that Globus with the mean rank of 217 stands first in this aspect followed

by Lifestyle and Pantaloons Shoppersrsquo Stop with a value of 451 stands fifth here

Moving space

The above table depicts the mean ranks of the store based on moving space availability

It is observed that Pantaloons with a mean rank of 197 stands first in this aspect

followed by Lifestyle and Shoppersrsquo Stop with a value of 364 stands fourth

Arrangement

The above table depicts the mean ranks of the store based on Arrangement of

merchandise It is observed that Lifestyle with a mean rank of 169 stands first Shoppersrsquo

Stop ranks second with a value of 240

Table no 311- Contdhellip

Format

Stores

Billing

counters

Trial

Rooms

Rest

Room amp

Drinking

Ease of

Location of

Desired

Range of

Garments

Range of

Accessories amp

Acharya Institute of Technology Page 25

Shoppers Stop Limited

Water Category other items

Shoppers

Stop

269 262 340 235 244 321

Lifestyle 220 203 294 159 227 232

Globus 461 472 493 460 477 442

Westside 363 362 222 359 435 452

Big

Bazaar

505 512 518 551 467 371

Pantaloo

ns

283 289 233 336 250 282

Analysis and Interpretations Contdhellip

Billing Counters

The above table depicts the mean ranks of the store based on Location and frequency of

billing counters It is observed that Lifestyle with a mean rank of 220 stands first

Shoppersrsquo Stop ranks second with a value of 269

Acharya Institute of Technology Page 26

Shoppers Stop Limited

Trial Rooms

The above table depicts the mean ranks of the store based on Location and frequency of

Trial rooms It is observed that Lifestyle with a mean rank of 203 stands first Shoppersrsquo

Stop stands second with a mean rank of 262

Rest Room and Drinking Facility

The above table depicts the mean ranks of the store based on restroom and drinking water

facilities It is observed that Westside with a mean rank of 222 stands first Shoppersrsquo

Stop stands fourth with a mean rank of 340

Ease of Location of Desired Category

It is observed that Lifestyle with a mean rank of 159 stands first Shoppersrsquo Stop stands

second with a mean rank of 235

Range of Garments

The above table depicts the mean ranks of the store based on Range of Garments the

Variety that the carry It is observed that Lifestyle stands first with a mean rank of 227

Shoppersrsquo Stop stands second with a mean rank of 244

Range of Accessories and other items

The above table depicts the mean ranks of the store based on Range of Accessories amp

other items like sunglasses footwear and fashion jewellery and a whole of lot items they

carry It is observed that Lifestyle with a mean rank of 232 stands first followed by

Pantaloons with 282 Shoppersrsquo Stop stands third with a mean rank of 321

Table no 311- Contdhellip

Format

Stores

Stores

Membership

schemes

Kids

Play

Area

Ease of

alterationsExchange

In-Store

Advertisement

Others

Acharya Institute of Technology Page 27

Shoppers Stop Limited

Shoppers

Stop

171 321 160 303 483

Lifestyle 202 298 222 329 351

Globus 363 523 383 249 528

Westside 354 248 401 405 207

Big Bazaar 558 469 563 557 323

Pantaloons 453 241 371 257 207

Analysis and Interpretation Contdhellip

Store Membership Schemes

Acharya Institute of Technology Page 28

Shoppers Stop Limited

The above table depicts the mean ranks of the store based on their loyalty

programmedStore membership Scheme It is observed that Shoppersrsquo Stop stands first

with a mean rank of 171 followed by lifestyle 202

Kid Play Area

A pantaloon stands first with a mean rank of 241 Shoppersrsquo Stop with a mean rank of

321 stands fourth in this aspect

Ease of AlterationsExchange

The above table depicts the mean ranks of the store based on Ease of alterations and

exchanges policy Shoppersrsquo Stop stand first in terms of ease with a mean rank of 160

followed by lifestyleA very few respondents said that they have done

Alterationexchanges at all (other stores) other than Big Bazar and hence ranked sixth

In-store Advertisement

The above table depicts the mean ranks of the store based on Advertisement In store of

the various brands they carry their various offer and so on Globus ranks first with a

mean rank of 249 followed by Pantaloons Shoppersrsquo Stop stands third in this aspect

Other Facilities

The above table depicts the mean ranks of the store based on the other facilities like

snack parlors sofas for customer to relax etc Westside (206) ranks first this is attributed

to these facilities at many malls which most of the respondents took while ranking This

is closly followed by Pantaloons Shoppersrsquo Stop stands fifth with a value of 483

Chapter IVAcharya Institute of Technology Page 29

Shoppers Stop Limited

SummaryFINDING amp INFERENCES

Acharya Institute of Technology Page 30

Shoppers Stop Limited

After analyzing the data collected the following were the findings and their

corresponding inferences

Shoppersrsquo Stop stands third in term of outside appeal with a mean rank of

314 This is because all players in this industry give high importance to their stores

outside appeal and some competitors have come out innovative looks for their stores

Shoppersrsquo Stop stands fourth in terms of parking facility with a mean rank of

322 This is because some competitors have a more spacious parking lot and also none of

other competitors collect a parking fee unlike Shoppersrsquo Stop

Shoppersrsquo Stop stands first in terms of sales personnel with a mean rank of

197 This is taking into account their friendliness knowledge uniform etc this is due to

the intensive training given to the sales personnel before they actually get on the floor

Shoppersrsquo Stop stands fifth with a mean rank of 451 with regards to music

played in store This is mainly due to the fact that many of the respondents felt that

Shoppersrsquo Stop plays the same old music over and over again

In terms of moving space inside the store Shoppersrsquo Stop stands fourth with a

mean rank of 364 This is because store like Pantaloons Lifestyle etc are more spacious

compared to Shoppersrsquo Stop Also at few places in the store more items are placed in

comparatively less space thus making movement difficult for customer

When it comes to the top of the mind recall 44 of the male respondents

said Shoppersrsquo Stop was at the top of the mind when it comes to shopping Similarly 56

of the female respondents responded in favor of lifestyle for the same From this it is

evident that women prefer lifestyle rather than Shoppersrsquo Stop

With regards to Arrangement of merchandise Shoppersrsquo Stop stands second

with mean rank of 240 Also Pantaloons which was observed to be most spacious does

not rank as good in terms of Arrangement of merchandise Many respondents felt that

even though there is enough space at Big Bazaar the arrangement of merchandise is not

at all appealing and hence it stands sixth in this aspect

Shoppersrsquo Stop stands second in terms of location and frequency of billing

counters This is because sufficient number of billing counter is placed at strategic

locations in the store Even though Big Bazaar has many billing counters it stands sixth

Acharya Institute of Technology Page 31

Shoppers Stop Limited

because a number of respondents are not satisfied with the number of billing counters at

Globus They felt that the number was very low

Similarly with regards to location and frequency of trial rooms Shoppersrsquo

Stop stands second with a mean rank of 262 Trial rooms again are available in

sufficient number at strategic locations in the store The reason for Big Bazaar standing

sixth in this aspect is again the fact that a number of respondents were not satisfied with

their location at centre points in the store Here again respondents felt that the number of

trial rooms at Globus is very Low and are not satisfied with the same

With regards Restroom and Drinking Water facilities Shoppersrsquo Stop with a

value of 340 stands fourth This is because the facilities is slightly old and is not

maintained as often as those in some other stores on the list New stores are giving very

high importance to cleanliness of such facilities and adding facilities like sensors and the

like

Shoppersrsquo Stop stands second in terms of Ease of location of desired category

with a mean rank of 235 This is mainly due to the fact that danglers indicating category

of items are hung all around the store Lifestyle has edge in this aspect because they are

cleaner and attractive compared to those at Shoppersrsquo Stop

Shoppersrsquo Stop stands second in terms of range of garments the variety in

various categories with a mean rank of 224 This is due to the fact that Shoppersrsquo Stop

carries garments in various ranges and also houses some brands which competitors do

not Even though Big Bazaar carries a wide ranges of garments some respondents felt it

is not as good as that in other stores and hence it stands fifth in this aspect

With regards to range of accessories and other items like footwear sunglasses

fashion jewellery etc Shoppersrsquo Stop stands third with a mean ranks of 321 This is

because footwear for both men and women fashion jewellery collection are very limited

Even though Big Bazaar houses a wide variety of items many respondents felt that the

collection was not good

Shoppersrsquo Stop stands first in terms of Store Membership schemes with the

lowest mean rank of 171 Shoppersrsquo Stop was pioneer in such schemes Even though a

few respondents felt that the entry constraints are more relaxed at some stores as

Acharya Institute of Technology Page 32

Shoppers Stop Limited

compared to Shoppersrsquo Stop it stands first because of various other reasons Respondents

are generally not very aware of the loyalty programmes at Big Bazaar and Pantaloons

When it comes to play area for kids Shoppersrsquo Stop stands fourth with a rank

of 321 In this aspect Westside stands seconds this is attributed to the kids Play Area at

the Shipra Mall Most of the respondents have ranked that for Westside The newer stores

are focusing more on such areas for kids

Shoppersrsquo Stop ranks first in terms of Ease of Alternations Exchanges of

merchandise This is because they follow a very efficient policy for alteration focusing on

not wasting customersrsquo time They have a very good policy for exchanges of merchandise

as well A very few respondents said they have done exchanges at all other stores than

Big Bazaar and hence ranked sixth

With regards to In-store advertisements the various brands they carry and that

of their store Shoppersrsquo Stop stand third in this with a mean rank of 303 Some stores do

not give importance to these while some stores like Globus attribute high importance

Shoppersrsquo Stop stands fifth in terms of other facilities like snack parlors sofas

for customer to relax etc Westside ranks first in this aspect This is attributed to these

facilities at the malls which most of the respondents took while ranking This is closely

followed by Pantaloons

A very high 72 of the respondents in the age group (16-24) and 59 in the

age group (25-32) shop once in a month In general a high portion of respondents shop

every month ie 67 This implies that most of the shoppers are students young

professionals etc

From the study it was evident that57 of the male respondents and a high

83 of the female respondents shop once in a month A very low 7 of the female

respondents shop once in 6 months In other words women shop very often than men

It is observed that36 of the total respondents said Shoppersrsquo Stop comes to

their mind first when they think of shopping for the family and a close35 responded in

favour of lifestyle This shows the wide spread awareness of Shoppersrsquo Stop Even

though competition is hotting up Shoppersrsquo Stop holds a high position in customer mind

Acharya Institute of Technology Page 33

Shoppers Stop Limited

Similarly 83 respondents who responded in favour of Lifestyle belonged to

the age group (16-24) In case of Shoppersrsquo Stop 63 respondents were in age group (16-

24) Hence Shoppersrsquo Stop is the top of the mind store in general and lifestyle is the top

of mind store of the youth

With regards to the age group of respondents it is observed that72 of the

respondents fall in the age group of 16-24 years and 26 fall in the age group of 25-32

years So it is mostly the youth who shop quite often in these stores

Similarly with regards to the shopping frequency of the respondents it is

observed that 66 of the respondents shop once in a month 21 shop once in 2 months

and 13 once in 6 months In general the shopping frequency is quite high

343 respondents say Lifestyle is their favourite store followed by

Pantaloons with 253 respondents in favour of it Shoppersrsquo Stop stands third in the list

of favourite stores The reason for this is that all players are doing their best in business

and in the process

Acharya Institute of Technology Page 34

Shoppers Stop Limited

RECOMMENDATIONS amp SUGGESTIONS

Given below are some of the RecommendationsSuggestions to improve or modify

service Standards and increase customer delight

Outside appeal of Shoppersrsquo Stop could be improved by adding more attractive

facades and windows Also the entire store on the outside could be repainted and make

more attractive than at present because looks matter always

Parking facility could be improved by having a permanent parking lot that should

be more spacious because during weekends when it is heavily crowded customer face

lots of the problem with regards to parking To overcome this problem appoint more

guards and implement coupon system and categorised parking like two wheelers as well

as four wheelers parking

Valet parking facility could be made available at least for first citizen card

holders

Sales personnel could be offered with some incentives from time to time on the

basis of their performance and motivation programme organised so that they do not

switch over to competitors which are found in increasing number at present as most of

them are part-timers

It is found that Shoppersrsquo Stop is not the best in terms of arrangement and moving

space Merchandise could be arranged in a way that the space is utilized more efficiently

thus creating enough moving space

Brands like Knit and Flat Knit that are not moving very well could be removed to

facilitate or increasing the offer

A separate portion in the store could be allocated for keeping old merchandise

that were not sold out and discount may be offered for the same as applicable

A snack parlour like pop corn corner chip etc a small area for Music ie World

space radio station could be added to the store The store essentially talks about shopping

as an experience Adding these would increase the time a customer spends at the store

and also add to additional revenue Most of the other Shoppersrsquo Stop outlets have these

facilities at present With competitors having these facilities and malls opening up all

around the city this becomes a necessity

Acharya Institute of Technology Page 35

Shoppers Stop Limited

Accessories like inexpensive fashion jewellery watches etc could be placed in

more attractive cases and kept in some centre point so that the customer find it easy to

check them out and this might induce a purchase

The footwear collection for the both men and women could be enhanced by

bringing in more variety like sports formal as well as causal wear There is very little

choice in this case at present

Interaction with customer could be increased by having various activities in the

store frequently and making customer part of these First citizen could be invited so that

their relationship with the store is strengthened and thus they could be retained and repeat

purchase could be induced

Shoppersrsquo Stop has been first mover in this category in many services offered

Some innovative ideas which are not similar to what is already being done by

competitors could be introduced to attract more customers and retain existing customers

Shoppersrsquo Stop can be spending a little more on promotion At present there is

virtually no advertisement of the store continuously It can go for ads in magazines and

also hoarding around the city just to serve as a reminder to customers Pantaloons and

Big Bazaar do more sale promotion activity to create a familiar position in young

generation customers mind

Cleanliness of rest area should be taken care of as frequently as required Even

these have an influence on the customer

Items like fashion accessories magazines could be kept near billing counters

These are items of impulse purchase and hence should be kept at these places

Acharya Institute of Technology Page 36

Shoppers Stop Limited

CONCLUSION

Benchmarking help to analysis the cost cycle time productivity or quality of specific

process Due to benchmarking process (best practice benchmarking) to study the

comparative study of competitive stores (lifestyle Globus Pantaloons etc) with

distinguish parameter

We found that Shoppersrsquo Stop was standing first in many parameters like Sales Personnel

Friendliness Sales Personnel Uniform Arrangement Billing Counters etc

Shoppersrsquo Stop a pioneer in the lifestyle segment of retail store has heavy competition to

put up with In this process it is getting off the top spot which is used to occupy for

years but certainly not losing way With a few innovative ideas and slight modifications

to the existing system it can surely regain the top spot It is interesting to note that

Shoppersrsquo Stop is still the first choice in the customer mind when it comes to shopping It

should leverage on its strong position and let more customers ldquoSTART SOMETHING

NEWrdquo

Acharya Institute of Technology Page 37

Shoppers Stop Limited

ANNEXURE

QUESTIONNAIRE

Personal Information

Name _______________________

Age - 16-24 25-32 33-40 4-48 Above 48

Gender - Male Female

Marital status - Single Married

1 When you think shopping for your family which store comes to your mind first

Shoppersrsquo stop Lifestyle Globus Westside

Big bazaar Pantaloons

2 How frequently do you shop

Once in month Once in 2 months Once in 6 months

3 Based on the Outside appeal ( name boards posters etchellip) and parking facilities rank these stores (note Rank from 1 to 6 1- Best to 6- Worst)

Acharya Institute of Technology Page 38

Shoppers Stop Limited

Stores Parking Facility (space)

Outside appeal (facades windows etc)

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

4 Rank the Sales Personnel of these stores based on the following Attributes

Stores Attentive Friendliness

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

5 Based on the following In-Store Attributes rank the stores

Acharya Institute of Technology Page 39

Shoppers Stop Limited

Stores Music Moving Space Arrangements

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

6 Based on the location and frequency of the following rank these stores

Stores Billing Counters Trial Rooms

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

7 Based on the restrooms and drinking facilities rank these stores

Acharya Institute of Technology Page 40

Shoppers Stop Limited

Stores Rest Room Drinking Facility

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

8 Based on the following attributes rank these stores

Stores Ease of location of desired category

Range of garment Range of acc

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

9 Based on the following factors rank these stores

Acharya Institute of Technology Page 41

Shoppers Stop Limited

Stores Membership Kids Play Area

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

10 Based on the following rank these stores

Stores Ease of Alterexchange

In store Other facilityadvertisement

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

11 Among the given stores which do you think is the best Why

Acharya Institute of Technology Page 42

Shoppers Stop Limited

BIBLIOGRAPHY

Manuals and Reports

Acharya Institute of Technology Page 43

Shoppers Stop Limited

Company manuals company brochures and publications of retail outlets

magazines

Books

Research methodologies-Naresh Malhotra

Consumer behaviour-Leon Schiffman Lesile Lazar Kaunk

Retail management-Chetan Bajaj

Business research method-TATA McGraw Hill

Software

SPSS for data analysis

Web-sites

wwwgoogle co in

wwwretailbizcom

wwwscribdcom

wwwmarketingnpvcom

wwweulevicom

wwwshoppers stopcom

Acharya Institute of Technology Page 44

Shoppers Stop Limited

benchmarking can help decision makers identify areas for improvement make strategic

decisions and set targets on desired satisfaction performance

In Fashion oriented trends Specialty Stores face big problem to fulfill customerrsquos desires

with the help of Benchmarking technique to satisfying the customers

23 Objectives of the Research

Primary Objective

To study the Benchmarking Service standards of Shoppersrsquo Stop with similar Format

stores

Secondary Objectives

To identify top of the mind recall of format stores

To suggest means of improving ldquoShopping Experience by enhancing the

deliverable the parameters

24 Scope of Research

In Delhi the past few years have seen a lot of new entrants in the lifestylefashion

segment like pantaloons store at unitech mall in rohini Globus with two outlets Westside

has added one more outlet Apart from these lifestyle and Westside outlet already in

Gurgaon and malls are opening up all around the city With such heavy competition it

becomes necessary for any company to maintain customer delight and ensure that service

standards are maintained vis-agrave-vis competition

Acharya Institute of Technology Page 8

Shoppers Stop Limited

25 Research Methodology

Research Design - Descriptive

Primary Data - Survey

Secondary Data - Internet

Population - Customer of the Lifestyle Fashion segment of retail stores in Delhi

Sample Size - 150

Sampling Area - All stores of Shoppersrsquo Stop in Delhi and NCR

Sampling Technique - Non-Probability Judgmental sampling

Sampling Tools - Structured questionnaire

Software used for Data analysis - Microsoft Office

Analytical Tools - Cross tabulations and Mean Rank

26 Limitation of the Study

The survey was restricted to some stores only

Sample size for the study is too low compared to the total number of

people who visit these stores Hence it is not possible to arrive at accurate result

Respondent bias towards certain stores

Since the questionnaire involves mostly ranking questions there are

chances of inaccurate rankings being provided for the various factors

Lack of time and financial constraints

Acharya Institute of Technology Page 9

Shoppers Stop Limited

Chapter III

Data Analysis amp Interpretation

Acharya Institute of Technology Page 10

Shoppers Stop Limited

31 Percentage Analysis of the Survey

Table no - 31- Percentage Analysis of Age group of respondents

Age Group Frequency percentage

16-24 108 72

25-32 39 26

33-40 1 07

41-48 2 13

Total 150 100

Analysis and Interpretation

The above charts depict the age group of the respondents and their No of respondents It

is observed that 72 of the respondents fall in the age group of 16-24 years and 26 fall

in the age group of 25-32 years

Acharya Institute of Technology Page 11

Shoppers Stop Limited

Table no - 32- Percentage analysis of No of Respondents

Shopping Frequency No of Respondents Percentage

Once in a month 100 66

Once in 2 month 31 21

Once in 6 month 19 13

Total 150 100

Analysis and Interpretation

The above charts depicts in the shopping frequency of the respondents and their No of

respondents It is observed that 66 of the respondents shop once in a month 21 shop

once in 2 months and 13 once in 6 months

Acharya Institute of Technology Page 12

Shoppers Stop Limited

Table no - 33- Percentage Analysis of Top of the mind stores and Respondents

Top of the Mind Store No of Respondents Percentage

Shoppersrsquo Stop 54 36

Lifestyle 53 353

Globus 6 4

Westside 11 73

Big Bazaar 3 2

Pantaloons 23 154

Total 150 100

Analysis and Interpretation

The above charts depict the Top of the mind store and their No of respondents It is

observed that 36 of the respondents say Shoppersrsquo Stop comes to their mind first when

Acharya Institute of Technology Page 13

Shoppers Stop Limited

they think of shopping for their family A close 353 of respondents say Lifestyle

comes to their mind first

Table no 34- Percentage Analysis of Favorite stores

Favorite stores No of Respondents Percentage

Shoppersrsquo Stop 35 23

Lifestyle 50 34

Globus 9 6

Westside 18 12

Big Bazaar 18 12

Pantaloons 20 13

Total 150 100

Analysis and Interpretation

The above chart depicts the Favorite store of the respondents and their No of respondents

It is observed that 343 of the respondents say Lifestyle is their favorite a store followed

Acharya Institute of Technology Page 14

Shoppers Stop Limited

by Pantaloons with 253 respondents in favor of it Shoppersrsquo Stop stands third in the

list of Favorite Store

32 Cross-tabulation of the Survey

Table no 35- Table showing Cross-tabulation between Age group and No of

respondents

No of Respondents

Age Group Once in a

month

Once in a 2

months

Once in a 6

months

TOTAL

16-24 76 19 13 108

25-32 23 11 5 39

33-40 1 0 0 1

41-48 0 1 1 1

TOTAL 100 31 19 150

Acharya Institute of Technology Page 15

Shoppers Stop Limited

Analysis and Interpretation

The above Table Depicts the Cross-tabulation between Age group and No of

Respondents

People usually visited in malls once in a month for many purpose like window

shopping outings shopping etc

Most population to visiting is malls are teenagers

Very few population or negligible populations are found of age group 41-48

Big malls support in India Economy as infrastructure wise revenue wise and

entertainment

Table no 36- Table showing Cross-tabulation between Gender and No of

Respondents

Acharya Institute of Technology Page 16

Shoppers Stop Limited

No of Respondents

Gender One in a

month

Once in 2

months

Once in 6

months

TOTAL

Male 55 26 15 96

Female 45 5 4 54

Total 100 31 19 150

Analysis and Interpretation

The above Table and Graphs Depicts the Cross-tabulation between Gender and No of

respondents-

It is focus on younger generation in a frequently malls

Above data show the increasing popularity of malls in youngster mind

Male respondents have higher in number ie male equally fashion oriented like

females

People generally visited the mall once in a month very few in 6th months

Acharya Institute of Technology Page 17

Shoppers Stop Limited

Table 37- Table showing Cross-tabulation between Age group and Top of mind

store

Top of Mind Store

Age

group

Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

16-24 34 44 4 8 2 16 108

25-32 19 8 2 3 1 6 39

33-40 1 0 0 0 0 0 1

41-48 0 1 0 0 0 1 2

Total 54 53 6 11 3 23 150

Analysis and Interpretation

The above Table Depicts the Cross-tabulation between Age group and Top of mind

store-

Lifestyle show the high pitch in 16-24 age groups because of Lifestyle itself a

Big Brand name in Fashion Industry

Lifestyle also contains Famous designer collection in their stores which is

responsible to attract more Fashion oriented people

Acharya Institute of Technology Page 18

Shoppers Stop Limited

Second position acquired by the Shoppersrsquo Stop because the segment area is

teenagers

Shoppersrsquo Stop use attractive print media and advertisements to attract the

customers

Shoppers Stop Brand Ambassadorsrsquo is Sharukh Khan which is great crush in

teenagers and they would like to copy his style in their Fashion Apparel

Table no - 38 Table showing Cross-tabulation between Gender and Top of mind

store

Acharya Institute of Technology Page 19

Shoppers Stop Limited

Top of Mind Store

Gender Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

Male 42 23 6 8 1 16 96

Female 12 30 0 3 2 7 54

Total 54 53 6 11 3 23 150

Analysis and Interpretation

The above Table and Graphs depicts the Cross-tabulation between Gender and Top of

mind store

In Fashionable worlds Shoppersrsquo Stop has success to grab the good position in

youngster mind

Teenagers attracted more towards Shoppers Stop due to diverse range of garments

in stores

Again male respondents are higher to the female respondents

Lifestyle gives good competition to the shoppersrsquo Stop capture large no of market

share as well as consumers perception

Table no - 39 Table showing Cross-tabulation between Gender and Favorite store

Acharya Institute of Technology Page 20

Shoppers Stop Limited

Favorite Store

Gender Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

Male 26 23 8 13 10 16 96

Female 9 27 1 5 24 8 54

Total 35 50 9 18 14 24 150

Analysis and Interpretation

The above Table depicts the Cross-tabulation between Gender and Favorite store-

Shoppersrsquo Stop is more popular brand store in male because it contains wide

range of malersquos collection

Lifestyle is more popular in female because Lifestyle organized fashion show and

it has own fashion academy for females

Big Bazaar is more popular in House Wives because it contains households

vegetable and garments items at very reasonable price

Big Bazaar gives attractive offer like 5 Din Maha Bachat Offers Sasta Budhvaar

etc

Acharya Institute of Technology Page 21

Shoppers Stop Limited

Table no - 310 Table showing Cross-tabulation between Age group and Favorite

store

Favorite Store

Age

group

Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

16-24 20 40 4 16 10 18 108

25-32 14 10 4 2 3 6 39

33-40 1 0 0 0 0 0 1

41-48 0 0 1 0 0 0 2

Total 35 50 9 18 13 25 150

Analysis and Interpretation

The above Table and Graphs Depicts the Cross-tabulation between Age group and

Favorite store-

Lifestyle show the high pitch in 16-24 age groups because of Lifestyle itself a

Big Brand name in Fashion Industry

Famous Fashion Designer collection keep in Lifestyle to become a favorite store

of youngsters

Acharya Institute of Technology Page 22

Shoppers Stop Limited

Second position acquired by the Shoppersrsquo Stop because the segment area is

teenagers

Negligible response in age group of 33-40 and 40-41 because people belongs to

old thoughts not interested in fashionable worlds

They believe in simple dressing like Saris Kurta Pajama

33 Mean Ranks of the Survey

Table no-311- Consolidated Mean Ranks of parameter for Benchmarking

Format

Stores

Outside

Appeal

Parking

Facility

Sales

Personnel

Sales

Personnel

Music Moving

Space

Arrangement

Acharya Institute of Technology Page 23

Shoppers Stop Limited

Friendliness Uniform

Shoppers

Stop

314 322 197 251 451 364 240

Lifestyle 256 275 271 361 241 268 169

Globus 333 490 381 400 217 522 411

Westside 381 290 359 308 375 395 379

Big Bazaar 552 317 555 521 541 354 550

Pantaloons 263 405 337 259 275 195 351

Analysis and Interpretation

Outside Appeal

It is observed that Lifestyle with the lowest mean rank is the first in outside appeal

Shoppersrsquo Stop with a mean rank of 314 stands third in this aspect

Parking Facility

Acharya Institute of Technology Page 24

Shoppers Stop Limited

It is observed that Lifestyle with the lowest mean rank is the first in this aspect closely

followed by Westside and Shoppersrsquo Stop 322 stands fourth in terms of parking facility

Sales Personnel ndash Friendliness

Shoppersrsquo Stop with the lowest mean rank of 197 stands first in this aspect followed by

Lifestyle and Pantaloons so on

Sales Personnel- Uniform

It is observed that Shoppersrsquo Stop with the lowest mean rank 251 is the first in this

aspect closely followed by Pantaloons ie 259 is the second

Music

It is observed that Globus with the mean rank of 217 stands first in this aspect followed

by Lifestyle and Pantaloons Shoppersrsquo Stop with a value of 451 stands fifth here

Moving space

The above table depicts the mean ranks of the store based on moving space availability

It is observed that Pantaloons with a mean rank of 197 stands first in this aspect

followed by Lifestyle and Shoppersrsquo Stop with a value of 364 stands fourth

Arrangement

The above table depicts the mean ranks of the store based on Arrangement of

merchandise It is observed that Lifestyle with a mean rank of 169 stands first Shoppersrsquo

Stop ranks second with a value of 240

Table no 311- Contdhellip

Format

Stores

Billing

counters

Trial

Rooms

Rest

Room amp

Drinking

Ease of

Location of

Desired

Range of

Garments

Range of

Accessories amp

Acharya Institute of Technology Page 25

Shoppers Stop Limited

Water Category other items

Shoppers

Stop

269 262 340 235 244 321

Lifestyle 220 203 294 159 227 232

Globus 461 472 493 460 477 442

Westside 363 362 222 359 435 452

Big

Bazaar

505 512 518 551 467 371

Pantaloo

ns

283 289 233 336 250 282

Analysis and Interpretations Contdhellip

Billing Counters

The above table depicts the mean ranks of the store based on Location and frequency of

billing counters It is observed that Lifestyle with a mean rank of 220 stands first

Shoppersrsquo Stop ranks second with a value of 269

Acharya Institute of Technology Page 26

Shoppers Stop Limited

Trial Rooms

The above table depicts the mean ranks of the store based on Location and frequency of

Trial rooms It is observed that Lifestyle with a mean rank of 203 stands first Shoppersrsquo

Stop stands second with a mean rank of 262

Rest Room and Drinking Facility

The above table depicts the mean ranks of the store based on restroom and drinking water

facilities It is observed that Westside with a mean rank of 222 stands first Shoppersrsquo

Stop stands fourth with a mean rank of 340

Ease of Location of Desired Category

It is observed that Lifestyle with a mean rank of 159 stands first Shoppersrsquo Stop stands

second with a mean rank of 235

Range of Garments

The above table depicts the mean ranks of the store based on Range of Garments the

Variety that the carry It is observed that Lifestyle stands first with a mean rank of 227

Shoppersrsquo Stop stands second with a mean rank of 244

Range of Accessories and other items

The above table depicts the mean ranks of the store based on Range of Accessories amp

other items like sunglasses footwear and fashion jewellery and a whole of lot items they

carry It is observed that Lifestyle with a mean rank of 232 stands first followed by

Pantaloons with 282 Shoppersrsquo Stop stands third with a mean rank of 321

Table no 311- Contdhellip

Format

Stores

Stores

Membership

schemes

Kids

Play

Area

Ease of

alterationsExchange

In-Store

Advertisement

Others

Acharya Institute of Technology Page 27

Shoppers Stop Limited

Shoppers

Stop

171 321 160 303 483

Lifestyle 202 298 222 329 351

Globus 363 523 383 249 528

Westside 354 248 401 405 207

Big Bazaar 558 469 563 557 323

Pantaloons 453 241 371 257 207

Analysis and Interpretation Contdhellip

Store Membership Schemes

Acharya Institute of Technology Page 28

Shoppers Stop Limited

The above table depicts the mean ranks of the store based on their loyalty

programmedStore membership Scheme It is observed that Shoppersrsquo Stop stands first

with a mean rank of 171 followed by lifestyle 202

Kid Play Area

A pantaloon stands first with a mean rank of 241 Shoppersrsquo Stop with a mean rank of

321 stands fourth in this aspect

Ease of AlterationsExchange

The above table depicts the mean ranks of the store based on Ease of alterations and

exchanges policy Shoppersrsquo Stop stand first in terms of ease with a mean rank of 160

followed by lifestyleA very few respondents said that they have done

Alterationexchanges at all (other stores) other than Big Bazar and hence ranked sixth

In-store Advertisement

The above table depicts the mean ranks of the store based on Advertisement In store of

the various brands they carry their various offer and so on Globus ranks first with a

mean rank of 249 followed by Pantaloons Shoppersrsquo Stop stands third in this aspect

Other Facilities

The above table depicts the mean ranks of the store based on the other facilities like

snack parlors sofas for customer to relax etc Westside (206) ranks first this is attributed

to these facilities at many malls which most of the respondents took while ranking This

is closly followed by Pantaloons Shoppersrsquo Stop stands fifth with a value of 483

Chapter IVAcharya Institute of Technology Page 29

Shoppers Stop Limited

SummaryFINDING amp INFERENCES

Acharya Institute of Technology Page 30

Shoppers Stop Limited

After analyzing the data collected the following were the findings and their

corresponding inferences

Shoppersrsquo Stop stands third in term of outside appeal with a mean rank of

314 This is because all players in this industry give high importance to their stores

outside appeal and some competitors have come out innovative looks for their stores

Shoppersrsquo Stop stands fourth in terms of parking facility with a mean rank of

322 This is because some competitors have a more spacious parking lot and also none of

other competitors collect a parking fee unlike Shoppersrsquo Stop

Shoppersrsquo Stop stands first in terms of sales personnel with a mean rank of

197 This is taking into account their friendliness knowledge uniform etc this is due to

the intensive training given to the sales personnel before they actually get on the floor

Shoppersrsquo Stop stands fifth with a mean rank of 451 with regards to music

played in store This is mainly due to the fact that many of the respondents felt that

Shoppersrsquo Stop plays the same old music over and over again

In terms of moving space inside the store Shoppersrsquo Stop stands fourth with a

mean rank of 364 This is because store like Pantaloons Lifestyle etc are more spacious

compared to Shoppersrsquo Stop Also at few places in the store more items are placed in

comparatively less space thus making movement difficult for customer

When it comes to the top of the mind recall 44 of the male respondents

said Shoppersrsquo Stop was at the top of the mind when it comes to shopping Similarly 56

of the female respondents responded in favor of lifestyle for the same From this it is

evident that women prefer lifestyle rather than Shoppersrsquo Stop

With regards to Arrangement of merchandise Shoppersrsquo Stop stands second

with mean rank of 240 Also Pantaloons which was observed to be most spacious does

not rank as good in terms of Arrangement of merchandise Many respondents felt that

even though there is enough space at Big Bazaar the arrangement of merchandise is not

at all appealing and hence it stands sixth in this aspect

Shoppersrsquo Stop stands second in terms of location and frequency of billing

counters This is because sufficient number of billing counter is placed at strategic

locations in the store Even though Big Bazaar has many billing counters it stands sixth

Acharya Institute of Technology Page 31

Shoppers Stop Limited

because a number of respondents are not satisfied with the number of billing counters at

Globus They felt that the number was very low

Similarly with regards to location and frequency of trial rooms Shoppersrsquo

Stop stands second with a mean rank of 262 Trial rooms again are available in

sufficient number at strategic locations in the store The reason for Big Bazaar standing

sixth in this aspect is again the fact that a number of respondents were not satisfied with

their location at centre points in the store Here again respondents felt that the number of

trial rooms at Globus is very Low and are not satisfied with the same

With regards Restroom and Drinking Water facilities Shoppersrsquo Stop with a

value of 340 stands fourth This is because the facilities is slightly old and is not

maintained as often as those in some other stores on the list New stores are giving very

high importance to cleanliness of such facilities and adding facilities like sensors and the

like

Shoppersrsquo Stop stands second in terms of Ease of location of desired category

with a mean rank of 235 This is mainly due to the fact that danglers indicating category

of items are hung all around the store Lifestyle has edge in this aspect because they are

cleaner and attractive compared to those at Shoppersrsquo Stop

Shoppersrsquo Stop stands second in terms of range of garments the variety in

various categories with a mean rank of 224 This is due to the fact that Shoppersrsquo Stop

carries garments in various ranges and also houses some brands which competitors do

not Even though Big Bazaar carries a wide ranges of garments some respondents felt it

is not as good as that in other stores and hence it stands fifth in this aspect

With regards to range of accessories and other items like footwear sunglasses

fashion jewellery etc Shoppersrsquo Stop stands third with a mean ranks of 321 This is

because footwear for both men and women fashion jewellery collection are very limited

Even though Big Bazaar houses a wide variety of items many respondents felt that the

collection was not good

Shoppersrsquo Stop stands first in terms of Store Membership schemes with the

lowest mean rank of 171 Shoppersrsquo Stop was pioneer in such schemes Even though a

few respondents felt that the entry constraints are more relaxed at some stores as

Acharya Institute of Technology Page 32

Shoppers Stop Limited

compared to Shoppersrsquo Stop it stands first because of various other reasons Respondents

are generally not very aware of the loyalty programmes at Big Bazaar and Pantaloons

When it comes to play area for kids Shoppersrsquo Stop stands fourth with a rank

of 321 In this aspect Westside stands seconds this is attributed to the kids Play Area at

the Shipra Mall Most of the respondents have ranked that for Westside The newer stores

are focusing more on such areas for kids

Shoppersrsquo Stop ranks first in terms of Ease of Alternations Exchanges of

merchandise This is because they follow a very efficient policy for alteration focusing on

not wasting customersrsquo time They have a very good policy for exchanges of merchandise

as well A very few respondents said they have done exchanges at all other stores than

Big Bazaar and hence ranked sixth

With regards to In-store advertisements the various brands they carry and that

of their store Shoppersrsquo Stop stand third in this with a mean rank of 303 Some stores do

not give importance to these while some stores like Globus attribute high importance

Shoppersrsquo Stop stands fifth in terms of other facilities like snack parlors sofas

for customer to relax etc Westside ranks first in this aspect This is attributed to these

facilities at the malls which most of the respondents took while ranking This is closely

followed by Pantaloons

A very high 72 of the respondents in the age group (16-24) and 59 in the

age group (25-32) shop once in a month In general a high portion of respondents shop

every month ie 67 This implies that most of the shoppers are students young

professionals etc

From the study it was evident that57 of the male respondents and a high

83 of the female respondents shop once in a month A very low 7 of the female

respondents shop once in 6 months In other words women shop very often than men

It is observed that36 of the total respondents said Shoppersrsquo Stop comes to

their mind first when they think of shopping for the family and a close35 responded in

favour of lifestyle This shows the wide spread awareness of Shoppersrsquo Stop Even

though competition is hotting up Shoppersrsquo Stop holds a high position in customer mind

Acharya Institute of Technology Page 33

Shoppers Stop Limited

Similarly 83 respondents who responded in favour of Lifestyle belonged to

the age group (16-24) In case of Shoppersrsquo Stop 63 respondents were in age group (16-

24) Hence Shoppersrsquo Stop is the top of the mind store in general and lifestyle is the top

of mind store of the youth

With regards to the age group of respondents it is observed that72 of the

respondents fall in the age group of 16-24 years and 26 fall in the age group of 25-32

years So it is mostly the youth who shop quite often in these stores

Similarly with regards to the shopping frequency of the respondents it is

observed that 66 of the respondents shop once in a month 21 shop once in 2 months

and 13 once in 6 months In general the shopping frequency is quite high

343 respondents say Lifestyle is their favourite store followed by

Pantaloons with 253 respondents in favour of it Shoppersrsquo Stop stands third in the list

of favourite stores The reason for this is that all players are doing their best in business

and in the process

Acharya Institute of Technology Page 34

Shoppers Stop Limited

RECOMMENDATIONS amp SUGGESTIONS

Given below are some of the RecommendationsSuggestions to improve or modify

service Standards and increase customer delight

Outside appeal of Shoppersrsquo Stop could be improved by adding more attractive

facades and windows Also the entire store on the outside could be repainted and make

more attractive than at present because looks matter always

Parking facility could be improved by having a permanent parking lot that should

be more spacious because during weekends when it is heavily crowded customer face

lots of the problem with regards to parking To overcome this problem appoint more

guards and implement coupon system and categorised parking like two wheelers as well

as four wheelers parking

Valet parking facility could be made available at least for first citizen card

holders

Sales personnel could be offered with some incentives from time to time on the

basis of their performance and motivation programme organised so that they do not

switch over to competitors which are found in increasing number at present as most of

them are part-timers

It is found that Shoppersrsquo Stop is not the best in terms of arrangement and moving

space Merchandise could be arranged in a way that the space is utilized more efficiently

thus creating enough moving space

Brands like Knit and Flat Knit that are not moving very well could be removed to

facilitate or increasing the offer

A separate portion in the store could be allocated for keeping old merchandise

that were not sold out and discount may be offered for the same as applicable

A snack parlour like pop corn corner chip etc a small area for Music ie World

space radio station could be added to the store The store essentially talks about shopping

as an experience Adding these would increase the time a customer spends at the store

and also add to additional revenue Most of the other Shoppersrsquo Stop outlets have these

facilities at present With competitors having these facilities and malls opening up all

around the city this becomes a necessity

Acharya Institute of Technology Page 35

Shoppers Stop Limited

Accessories like inexpensive fashion jewellery watches etc could be placed in

more attractive cases and kept in some centre point so that the customer find it easy to

check them out and this might induce a purchase

The footwear collection for the both men and women could be enhanced by

bringing in more variety like sports formal as well as causal wear There is very little

choice in this case at present

Interaction with customer could be increased by having various activities in the

store frequently and making customer part of these First citizen could be invited so that

their relationship with the store is strengthened and thus they could be retained and repeat

purchase could be induced

Shoppersrsquo Stop has been first mover in this category in many services offered

Some innovative ideas which are not similar to what is already being done by

competitors could be introduced to attract more customers and retain existing customers

Shoppersrsquo Stop can be spending a little more on promotion At present there is

virtually no advertisement of the store continuously It can go for ads in magazines and

also hoarding around the city just to serve as a reminder to customers Pantaloons and

Big Bazaar do more sale promotion activity to create a familiar position in young

generation customers mind

Cleanliness of rest area should be taken care of as frequently as required Even

these have an influence on the customer

Items like fashion accessories magazines could be kept near billing counters

These are items of impulse purchase and hence should be kept at these places

Acharya Institute of Technology Page 36

Shoppers Stop Limited

CONCLUSION

Benchmarking help to analysis the cost cycle time productivity or quality of specific

process Due to benchmarking process (best practice benchmarking) to study the

comparative study of competitive stores (lifestyle Globus Pantaloons etc) with

distinguish parameter

We found that Shoppersrsquo Stop was standing first in many parameters like Sales Personnel

Friendliness Sales Personnel Uniform Arrangement Billing Counters etc

Shoppersrsquo Stop a pioneer in the lifestyle segment of retail store has heavy competition to

put up with In this process it is getting off the top spot which is used to occupy for

years but certainly not losing way With a few innovative ideas and slight modifications

to the existing system it can surely regain the top spot It is interesting to note that

Shoppersrsquo Stop is still the first choice in the customer mind when it comes to shopping It

should leverage on its strong position and let more customers ldquoSTART SOMETHING

NEWrdquo

Acharya Institute of Technology Page 37

Shoppers Stop Limited

ANNEXURE

QUESTIONNAIRE

Personal Information

Name _______________________

Age - 16-24 25-32 33-40 4-48 Above 48

Gender - Male Female

Marital status - Single Married

1 When you think shopping for your family which store comes to your mind first

Shoppersrsquo stop Lifestyle Globus Westside

Big bazaar Pantaloons

2 How frequently do you shop

Once in month Once in 2 months Once in 6 months

3 Based on the Outside appeal ( name boards posters etchellip) and parking facilities rank these stores (note Rank from 1 to 6 1- Best to 6- Worst)

Acharya Institute of Technology Page 38

Shoppers Stop Limited

Stores Parking Facility (space)

Outside appeal (facades windows etc)

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

4 Rank the Sales Personnel of these stores based on the following Attributes

Stores Attentive Friendliness

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

5 Based on the following In-Store Attributes rank the stores

Acharya Institute of Technology Page 39

Shoppers Stop Limited

Stores Music Moving Space Arrangements

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

6 Based on the location and frequency of the following rank these stores

Stores Billing Counters Trial Rooms

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

7 Based on the restrooms and drinking facilities rank these stores

Acharya Institute of Technology Page 40

Shoppers Stop Limited

Stores Rest Room Drinking Facility

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

8 Based on the following attributes rank these stores

Stores Ease of location of desired category

Range of garment Range of acc

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

9 Based on the following factors rank these stores

Acharya Institute of Technology Page 41

Shoppers Stop Limited

Stores Membership Kids Play Area

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

10 Based on the following rank these stores

Stores Ease of Alterexchange

In store Other facilityadvertisement

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

11 Among the given stores which do you think is the best Why

Acharya Institute of Technology Page 42

Shoppers Stop Limited

BIBLIOGRAPHY

Manuals and Reports

Acharya Institute of Technology Page 43

Shoppers Stop Limited

Company manuals company brochures and publications of retail outlets

magazines

Books

Research methodologies-Naresh Malhotra

Consumer behaviour-Leon Schiffman Lesile Lazar Kaunk

Retail management-Chetan Bajaj

Business research method-TATA McGraw Hill

Software

SPSS for data analysis

Web-sites

wwwgoogle co in

wwwretailbizcom

wwwscribdcom

wwwmarketingnpvcom

wwweulevicom

wwwshoppers stopcom

Acharya Institute of Technology Page 44

Shoppers Stop Limited

25 Research Methodology

Research Design - Descriptive

Primary Data - Survey

Secondary Data - Internet

Population - Customer of the Lifestyle Fashion segment of retail stores in Delhi

Sample Size - 150

Sampling Area - All stores of Shoppersrsquo Stop in Delhi and NCR

Sampling Technique - Non-Probability Judgmental sampling

Sampling Tools - Structured questionnaire

Software used for Data analysis - Microsoft Office

Analytical Tools - Cross tabulations and Mean Rank

26 Limitation of the Study

The survey was restricted to some stores only

Sample size for the study is too low compared to the total number of

people who visit these stores Hence it is not possible to arrive at accurate result

Respondent bias towards certain stores

Since the questionnaire involves mostly ranking questions there are

chances of inaccurate rankings being provided for the various factors

Lack of time and financial constraints

Acharya Institute of Technology Page 9

Shoppers Stop Limited

Chapter III

Data Analysis amp Interpretation

Acharya Institute of Technology Page 10

Shoppers Stop Limited

31 Percentage Analysis of the Survey

Table no - 31- Percentage Analysis of Age group of respondents

Age Group Frequency percentage

16-24 108 72

25-32 39 26

33-40 1 07

41-48 2 13

Total 150 100

Analysis and Interpretation

The above charts depict the age group of the respondents and their No of respondents It

is observed that 72 of the respondents fall in the age group of 16-24 years and 26 fall

in the age group of 25-32 years

Acharya Institute of Technology Page 11

Shoppers Stop Limited

Table no - 32- Percentage analysis of No of Respondents

Shopping Frequency No of Respondents Percentage

Once in a month 100 66

Once in 2 month 31 21

Once in 6 month 19 13

Total 150 100

Analysis and Interpretation

The above charts depicts in the shopping frequency of the respondents and their No of

respondents It is observed that 66 of the respondents shop once in a month 21 shop

once in 2 months and 13 once in 6 months

Acharya Institute of Technology Page 12

Shoppers Stop Limited

Table no - 33- Percentage Analysis of Top of the mind stores and Respondents

Top of the Mind Store No of Respondents Percentage

Shoppersrsquo Stop 54 36

Lifestyle 53 353

Globus 6 4

Westside 11 73

Big Bazaar 3 2

Pantaloons 23 154

Total 150 100

Analysis and Interpretation

The above charts depict the Top of the mind store and their No of respondents It is

observed that 36 of the respondents say Shoppersrsquo Stop comes to their mind first when

Acharya Institute of Technology Page 13

Shoppers Stop Limited

they think of shopping for their family A close 353 of respondents say Lifestyle

comes to their mind first

Table no 34- Percentage Analysis of Favorite stores

Favorite stores No of Respondents Percentage

Shoppersrsquo Stop 35 23

Lifestyle 50 34

Globus 9 6

Westside 18 12

Big Bazaar 18 12

Pantaloons 20 13

Total 150 100

Analysis and Interpretation

The above chart depicts the Favorite store of the respondents and their No of respondents

It is observed that 343 of the respondents say Lifestyle is their favorite a store followed

Acharya Institute of Technology Page 14

Shoppers Stop Limited

by Pantaloons with 253 respondents in favor of it Shoppersrsquo Stop stands third in the

list of Favorite Store

32 Cross-tabulation of the Survey

Table no 35- Table showing Cross-tabulation between Age group and No of

respondents

No of Respondents

Age Group Once in a

month

Once in a 2

months

Once in a 6

months

TOTAL

16-24 76 19 13 108

25-32 23 11 5 39

33-40 1 0 0 1

41-48 0 1 1 1

TOTAL 100 31 19 150

Acharya Institute of Technology Page 15

Shoppers Stop Limited

Analysis and Interpretation

The above Table Depicts the Cross-tabulation between Age group and No of

Respondents

People usually visited in malls once in a month for many purpose like window

shopping outings shopping etc

Most population to visiting is malls are teenagers

Very few population or negligible populations are found of age group 41-48

Big malls support in India Economy as infrastructure wise revenue wise and

entertainment

Table no 36- Table showing Cross-tabulation between Gender and No of

Respondents

Acharya Institute of Technology Page 16

Shoppers Stop Limited

No of Respondents

Gender One in a

month

Once in 2

months

Once in 6

months

TOTAL

Male 55 26 15 96

Female 45 5 4 54

Total 100 31 19 150

Analysis and Interpretation

The above Table and Graphs Depicts the Cross-tabulation between Gender and No of

respondents-

It is focus on younger generation in a frequently malls

Above data show the increasing popularity of malls in youngster mind

Male respondents have higher in number ie male equally fashion oriented like

females

People generally visited the mall once in a month very few in 6th months

Acharya Institute of Technology Page 17

Shoppers Stop Limited

Table 37- Table showing Cross-tabulation between Age group and Top of mind

store

Top of Mind Store

Age

group

Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

16-24 34 44 4 8 2 16 108

25-32 19 8 2 3 1 6 39

33-40 1 0 0 0 0 0 1

41-48 0 1 0 0 0 1 2

Total 54 53 6 11 3 23 150

Analysis and Interpretation

The above Table Depicts the Cross-tabulation between Age group and Top of mind

store-

Lifestyle show the high pitch in 16-24 age groups because of Lifestyle itself a

Big Brand name in Fashion Industry

Lifestyle also contains Famous designer collection in their stores which is

responsible to attract more Fashion oriented people

Acharya Institute of Technology Page 18

Shoppers Stop Limited

Second position acquired by the Shoppersrsquo Stop because the segment area is

teenagers

Shoppersrsquo Stop use attractive print media and advertisements to attract the

customers

Shoppers Stop Brand Ambassadorsrsquo is Sharukh Khan which is great crush in

teenagers and they would like to copy his style in their Fashion Apparel

Table no - 38 Table showing Cross-tabulation between Gender and Top of mind

store

Acharya Institute of Technology Page 19

Shoppers Stop Limited

Top of Mind Store

Gender Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

Male 42 23 6 8 1 16 96

Female 12 30 0 3 2 7 54

Total 54 53 6 11 3 23 150

Analysis and Interpretation

The above Table and Graphs depicts the Cross-tabulation between Gender and Top of

mind store

In Fashionable worlds Shoppersrsquo Stop has success to grab the good position in

youngster mind

Teenagers attracted more towards Shoppers Stop due to diverse range of garments

in stores

Again male respondents are higher to the female respondents

Lifestyle gives good competition to the shoppersrsquo Stop capture large no of market

share as well as consumers perception

Table no - 39 Table showing Cross-tabulation between Gender and Favorite store

Acharya Institute of Technology Page 20

Shoppers Stop Limited

Favorite Store

Gender Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

Male 26 23 8 13 10 16 96

Female 9 27 1 5 24 8 54

Total 35 50 9 18 14 24 150

Analysis and Interpretation

The above Table depicts the Cross-tabulation between Gender and Favorite store-

Shoppersrsquo Stop is more popular brand store in male because it contains wide

range of malersquos collection

Lifestyle is more popular in female because Lifestyle organized fashion show and

it has own fashion academy for females

Big Bazaar is more popular in House Wives because it contains households

vegetable and garments items at very reasonable price

Big Bazaar gives attractive offer like 5 Din Maha Bachat Offers Sasta Budhvaar

etc

Acharya Institute of Technology Page 21

Shoppers Stop Limited

Table no - 310 Table showing Cross-tabulation between Age group and Favorite

store

Favorite Store

Age

group

Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

16-24 20 40 4 16 10 18 108

25-32 14 10 4 2 3 6 39

33-40 1 0 0 0 0 0 1

41-48 0 0 1 0 0 0 2

Total 35 50 9 18 13 25 150

Analysis and Interpretation

The above Table and Graphs Depicts the Cross-tabulation between Age group and

Favorite store-

Lifestyle show the high pitch in 16-24 age groups because of Lifestyle itself a

Big Brand name in Fashion Industry

Famous Fashion Designer collection keep in Lifestyle to become a favorite store

of youngsters

Acharya Institute of Technology Page 22

Shoppers Stop Limited

Second position acquired by the Shoppersrsquo Stop because the segment area is

teenagers

Negligible response in age group of 33-40 and 40-41 because people belongs to

old thoughts not interested in fashionable worlds

They believe in simple dressing like Saris Kurta Pajama

33 Mean Ranks of the Survey

Table no-311- Consolidated Mean Ranks of parameter for Benchmarking

Format

Stores

Outside

Appeal

Parking

Facility

Sales

Personnel

Sales

Personnel

Music Moving

Space

Arrangement

Acharya Institute of Technology Page 23

Shoppers Stop Limited

Friendliness Uniform

Shoppers

Stop

314 322 197 251 451 364 240

Lifestyle 256 275 271 361 241 268 169

Globus 333 490 381 400 217 522 411

Westside 381 290 359 308 375 395 379

Big Bazaar 552 317 555 521 541 354 550

Pantaloons 263 405 337 259 275 195 351

Analysis and Interpretation

Outside Appeal

It is observed that Lifestyle with the lowest mean rank is the first in outside appeal

Shoppersrsquo Stop with a mean rank of 314 stands third in this aspect

Parking Facility

Acharya Institute of Technology Page 24

Shoppers Stop Limited

It is observed that Lifestyle with the lowest mean rank is the first in this aspect closely

followed by Westside and Shoppersrsquo Stop 322 stands fourth in terms of parking facility

Sales Personnel ndash Friendliness

Shoppersrsquo Stop with the lowest mean rank of 197 stands first in this aspect followed by

Lifestyle and Pantaloons so on

Sales Personnel- Uniform

It is observed that Shoppersrsquo Stop with the lowest mean rank 251 is the first in this

aspect closely followed by Pantaloons ie 259 is the second

Music

It is observed that Globus with the mean rank of 217 stands first in this aspect followed

by Lifestyle and Pantaloons Shoppersrsquo Stop with a value of 451 stands fifth here

Moving space

The above table depicts the mean ranks of the store based on moving space availability

It is observed that Pantaloons with a mean rank of 197 stands first in this aspect

followed by Lifestyle and Shoppersrsquo Stop with a value of 364 stands fourth

Arrangement

The above table depicts the mean ranks of the store based on Arrangement of

merchandise It is observed that Lifestyle with a mean rank of 169 stands first Shoppersrsquo

Stop ranks second with a value of 240

Table no 311- Contdhellip

Format

Stores

Billing

counters

Trial

Rooms

Rest

Room amp

Drinking

Ease of

Location of

Desired

Range of

Garments

Range of

Accessories amp

Acharya Institute of Technology Page 25

Shoppers Stop Limited

Water Category other items

Shoppers

Stop

269 262 340 235 244 321

Lifestyle 220 203 294 159 227 232

Globus 461 472 493 460 477 442

Westside 363 362 222 359 435 452

Big

Bazaar

505 512 518 551 467 371

Pantaloo

ns

283 289 233 336 250 282

Analysis and Interpretations Contdhellip

Billing Counters

The above table depicts the mean ranks of the store based on Location and frequency of

billing counters It is observed that Lifestyle with a mean rank of 220 stands first

Shoppersrsquo Stop ranks second with a value of 269

Acharya Institute of Technology Page 26

Shoppers Stop Limited

Trial Rooms

The above table depicts the mean ranks of the store based on Location and frequency of

Trial rooms It is observed that Lifestyle with a mean rank of 203 stands first Shoppersrsquo

Stop stands second with a mean rank of 262

Rest Room and Drinking Facility

The above table depicts the mean ranks of the store based on restroom and drinking water

facilities It is observed that Westside with a mean rank of 222 stands first Shoppersrsquo

Stop stands fourth with a mean rank of 340

Ease of Location of Desired Category

It is observed that Lifestyle with a mean rank of 159 stands first Shoppersrsquo Stop stands

second with a mean rank of 235

Range of Garments

The above table depicts the mean ranks of the store based on Range of Garments the

Variety that the carry It is observed that Lifestyle stands first with a mean rank of 227

Shoppersrsquo Stop stands second with a mean rank of 244

Range of Accessories and other items

The above table depicts the mean ranks of the store based on Range of Accessories amp

other items like sunglasses footwear and fashion jewellery and a whole of lot items they

carry It is observed that Lifestyle with a mean rank of 232 stands first followed by

Pantaloons with 282 Shoppersrsquo Stop stands third with a mean rank of 321

Table no 311- Contdhellip

Format

Stores

Stores

Membership

schemes

Kids

Play

Area

Ease of

alterationsExchange

In-Store

Advertisement

Others

Acharya Institute of Technology Page 27

Shoppers Stop Limited

Shoppers

Stop

171 321 160 303 483

Lifestyle 202 298 222 329 351

Globus 363 523 383 249 528

Westside 354 248 401 405 207

Big Bazaar 558 469 563 557 323

Pantaloons 453 241 371 257 207

Analysis and Interpretation Contdhellip

Store Membership Schemes

Acharya Institute of Technology Page 28

Shoppers Stop Limited

The above table depicts the mean ranks of the store based on their loyalty

programmedStore membership Scheme It is observed that Shoppersrsquo Stop stands first

with a mean rank of 171 followed by lifestyle 202

Kid Play Area

A pantaloon stands first with a mean rank of 241 Shoppersrsquo Stop with a mean rank of

321 stands fourth in this aspect

Ease of AlterationsExchange

The above table depicts the mean ranks of the store based on Ease of alterations and

exchanges policy Shoppersrsquo Stop stand first in terms of ease with a mean rank of 160

followed by lifestyleA very few respondents said that they have done

Alterationexchanges at all (other stores) other than Big Bazar and hence ranked sixth

In-store Advertisement

The above table depicts the mean ranks of the store based on Advertisement In store of

the various brands they carry their various offer and so on Globus ranks first with a

mean rank of 249 followed by Pantaloons Shoppersrsquo Stop stands third in this aspect

Other Facilities

The above table depicts the mean ranks of the store based on the other facilities like

snack parlors sofas for customer to relax etc Westside (206) ranks first this is attributed

to these facilities at many malls which most of the respondents took while ranking This

is closly followed by Pantaloons Shoppersrsquo Stop stands fifth with a value of 483

Chapter IVAcharya Institute of Technology Page 29

Shoppers Stop Limited

SummaryFINDING amp INFERENCES

Acharya Institute of Technology Page 30

Shoppers Stop Limited

After analyzing the data collected the following were the findings and their

corresponding inferences

Shoppersrsquo Stop stands third in term of outside appeal with a mean rank of

314 This is because all players in this industry give high importance to their stores

outside appeal and some competitors have come out innovative looks for their stores

Shoppersrsquo Stop stands fourth in terms of parking facility with a mean rank of

322 This is because some competitors have a more spacious parking lot and also none of

other competitors collect a parking fee unlike Shoppersrsquo Stop

Shoppersrsquo Stop stands first in terms of sales personnel with a mean rank of

197 This is taking into account their friendliness knowledge uniform etc this is due to

the intensive training given to the sales personnel before they actually get on the floor

Shoppersrsquo Stop stands fifth with a mean rank of 451 with regards to music

played in store This is mainly due to the fact that many of the respondents felt that

Shoppersrsquo Stop plays the same old music over and over again

In terms of moving space inside the store Shoppersrsquo Stop stands fourth with a

mean rank of 364 This is because store like Pantaloons Lifestyle etc are more spacious

compared to Shoppersrsquo Stop Also at few places in the store more items are placed in

comparatively less space thus making movement difficult for customer

When it comes to the top of the mind recall 44 of the male respondents

said Shoppersrsquo Stop was at the top of the mind when it comes to shopping Similarly 56

of the female respondents responded in favor of lifestyle for the same From this it is

evident that women prefer lifestyle rather than Shoppersrsquo Stop

With regards to Arrangement of merchandise Shoppersrsquo Stop stands second

with mean rank of 240 Also Pantaloons which was observed to be most spacious does

not rank as good in terms of Arrangement of merchandise Many respondents felt that

even though there is enough space at Big Bazaar the arrangement of merchandise is not

at all appealing and hence it stands sixth in this aspect

Shoppersrsquo Stop stands second in terms of location and frequency of billing

counters This is because sufficient number of billing counter is placed at strategic

locations in the store Even though Big Bazaar has many billing counters it stands sixth

Acharya Institute of Technology Page 31

Shoppers Stop Limited

because a number of respondents are not satisfied with the number of billing counters at

Globus They felt that the number was very low

Similarly with regards to location and frequency of trial rooms Shoppersrsquo

Stop stands second with a mean rank of 262 Trial rooms again are available in

sufficient number at strategic locations in the store The reason for Big Bazaar standing

sixth in this aspect is again the fact that a number of respondents were not satisfied with

their location at centre points in the store Here again respondents felt that the number of

trial rooms at Globus is very Low and are not satisfied with the same

With regards Restroom and Drinking Water facilities Shoppersrsquo Stop with a

value of 340 stands fourth This is because the facilities is slightly old and is not

maintained as often as those in some other stores on the list New stores are giving very

high importance to cleanliness of such facilities and adding facilities like sensors and the

like

Shoppersrsquo Stop stands second in terms of Ease of location of desired category

with a mean rank of 235 This is mainly due to the fact that danglers indicating category

of items are hung all around the store Lifestyle has edge in this aspect because they are

cleaner and attractive compared to those at Shoppersrsquo Stop

Shoppersrsquo Stop stands second in terms of range of garments the variety in

various categories with a mean rank of 224 This is due to the fact that Shoppersrsquo Stop

carries garments in various ranges and also houses some brands which competitors do

not Even though Big Bazaar carries a wide ranges of garments some respondents felt it

is not as good as that in other stores and hence it stands fifth in this aspect

With regards to range of accessories and other items like footwear sunglasses

fashion jewellery etc Shoppersrsquo Stop stands third with a mean ranks of 321 This is

because footwear for both men and women fashion jewellery collection are very limited

Even though Big Bazaar houses a wide variety of items many respondents felt that the

collection was not good

Shoppersrsquo Stop stands first in terms of Store Membership schemes with the

lowest mean rank of 171 Shoppersrsquo Stop was pioneer in such schemes Even though a

few respondents felt that the entry constraints are more relaxed at some stores as

Acharya Institute of Technology Page 32

Shoppers Stop Limited

compared to Shoppersrsquo Stop it stands first because of various other reasons Respondents

are generally not very aware of the loyalty programmes at Big Bazaar and Pantaloons

When it comes to play area for kids Shoppersrsquo Stop stands fourth with a rank

of 321 In this aspect Westside stands seconds this is attributed to the kids Play Area at

the Shipra Mall Most of the respondents have ranked that for Westside The newer stores

are focusing more on such areas for kids

Shoppersrsquo Stop ranks first in terms of Ease of Alternations Exchanges of

merchandise This is because they follow a very efficient policy for alteration focusing on

not wasting customersrsquo time They have a very good policy for exchanges of merchandise

as well A very few respondents said they have done exchanges at all other stores than

Big Bazaar and hence ranked sixth

With regards to In-store advertisements the various brands they carry and that

of their store Shoppersrsquo Stop stand third in this with a mean rank of 303 Some stores do

not give importance to these while some stores like Globus attribute high importance

Shoppersrsquo Stop stands fifth in terms of other facilities like snack parlors sofas

for customer to relax etc Westside ranks first in this aspect This is attributed to these

facilities at the malls which most of the respondents took while ranking This is closely

followed by Pantaloons

A very high 72 of the respondents in the age group (16-24) and 59 in the

age group (25-32) shop once in a month In general a high portion of respondents shop

every month ie 67 This implies that most of the shoppers are students young

professionals etc

From the study it was evident that57 of the male respondents and a high

83 of the female respondents shop once in a month A very low 7 of the female

respondents shop once in 6 months In other words women shop very often than men

It is observed that36 of the total respondents said Shoppersrsquo Stop comes to

their mind first when they think of shopping for the family and a close35 responded in

favour of lifestyle This shows the wide spread awareness of Shoppersrsquo Stop Even

though competition is hotting up Shoppersrsquo Stop holds a high position in customer mind

Acharya Institute of Technology Page 33

Shoppers Stop Limited

Similarly 83 respondents who responded in favour of Lifestyle belonged to

the age group (16-24) In case of Shoppersrsquo Stop 63 respondents were in age group (16-

24) Hence Shoppersrsquo Stop is the top of the mind store in general and lifestyle is the top

of mind store of the youth

With regards to the age group of respondents it is observed that72 of the

respondents fall in the age group of 16-24 years and 26 fall in the age group of 25-32

years So it is mostly the youth who shop quite often in these stores

Similarly with regards to the shopping frequency of the respondents it is

observed that 66 of the respondents shop once in a month 21 shop once in 2 months

and 13 once in 6 months In general the shopping frequency is quite high

343 respondents say Lifestyle is their favourite store followed by

Pantaloons with 253 respondents in favour of it Shoppersrsquo Stop stands third in the list

of favourite stores The reason for this is that all players are doing their best in business

and in the process

Acharya Institute of Technology Page 34

Shoppers Stop Limited

RECOMMENDATIONS amp SUGGESTIONS

Given below are some of the RecommendationsSuggestions to improve or modify

service Standards and increase customer delight

Outside appeal of Shoppersrsquo Stop could be improved by adding more attractive

facades and windows Also the entire store on the outside could be repainted and make

more attractive than at present because looks matter always

Parking facility could be improved by having a permanent parking lot that should

be more spacious because during weekends when it is heavily crowded customer face

lots of the problem with regards to parking To overcome this problem appoint more

guards and implement coupon system and categorised parking like two wheelers as well

as four wheelers parking

Valet parking facility could be made available at least for first citizen card

holders

Sales personnel could be offered with some incentives from time to time on the

basis of their performance and motivation programme organised so that they do not

switch over to competitors which are found in increasing number at present as most of

them are part-timers

It is found that Shoppersrsquo Stop is not the best in terms of arrangement and moving

space Merchandise could be arranged in a way that the space is utilized more efficiently

thus creating enough moving space

Brands like Knit and Flat Knit that are not moving very well could be removed to

facilitate or increasing the offer

A separate portion in the store could be allocated for keeping old merchandise

that were not sold out and discount may be offered for the same as applicable

A snack parlour like pop corn corner chip etc a small area for Music ie World

space radio station could be added to the store The store essentially talks about shopping

as an experience Adding these would increase the time a customer spends at the store

and also add to additional revenue Most of the other Shoppersrsquo Stop outlets have these

facilities at present With competitors having these facilities and malls opening up all

around the city this becomes a necessity

Acharya Institute of Technology Page 35

Shoppers Stop Limited

Accessories like inexpensive fashion jewellery watches etc could be placed in

more attractive cases and kept in some centre point so that the customer find it easy to

check them out and this might induce a purchase

The footwear collection for the both men and women could be enhanced by

bringing in more variety like sports formal as well as causal wear There is very little

choice in this case at present

Interaction with customer could be increased by having various activities in the

store frequently and making customer part of these First citizen could be invited so that

their relationship with the store is strengthened and thus they could be retained and repeat

purchase could be induced

Shoppersrsquo Stop has been first mover in this category in many services offered

Some innovative ideas which are not similar to what is already being done by

competitors could be introduced to attract more customers and retain existing customers

Shoppersrsquo Stop can be spending a little more on promotion At present there is

virtually no advertisement of the store continuously It can go for ads in magazines and

also hoarding around the city just to serve as a reminder to customers Pantaloons and

Big Bazaar do more sale promotion activity to create a familiar position in young

generation customers mind

Cleanliness of rest area should be taken care of as frequently as required Even

these have an influence on the customer

Items like fashion accessories magazines could be kept near billing counters

These are items of impulse purchase and hence should be kept at these places

Acharya Institute of Technology Page 36

Shoppers Stop Limited

CONCLUSION

Benchmarking help to analysis the cost cycle time productivity or quality of specific

process Due to benchmarking process (best practice benchmarking) to study the

comparative study of competitive stores (lifestyle Globus Pantaloons etc) with

distinguish parameter

We found that Shoppersrsquo Stop was standing first in many parameters like Sales Personnel

Friendliness Sales Personnel Uniform Arrangement Billing Counters etc

Shoppersrsquo Stop a pioneer in the lifestyle segment of retail store has heavy competition to

put up with In this process it is getting off the top spot which is used to occupy for

years but certainly not losing way With a few innovative ideas and slight modifications

to the existing system it can surely regain the top spot It is interesting to note that

Shoppersrsquo Stop is still the first choice in the customer mind when it comes to shopping It

should leverage on its strong position and let more customers ldquoSTART SOMETHING

NEWrdquo

Acharya Institute of Technology Page 37

Shoppers Stop Limited

ANNEXURE

QUESTIONNAIRE

Personal Information

Name _______________________

Age - 16-24 25-32 33-40 4-48 Above 48

Gender - Male Female

Marital status - Single Married

1 When you think shopping for your family which store comes to your mind first

Shoppersrsquo stop Lifestyle Globus Westside

Big bazaar Pantaloons

2 How frequently do you shop

Once in month Once in 2 months Once in 6 months

3 Based on the Outside appeal ( name boards posters etchellip) and parking facilities rank these stores (note Rank from 1 to 6 1- Best to 6- Worst)

Acharya Institute of Technology Page 38

Shoppers Stop Limited

Stores Parking Facility (space)

Outside appeal (facades windows etc)

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

4 Rank the Sales Personnel of these stores based on the following Attributes

Stores Attentive Friendliness

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

5 Based on the following In-Store Attributes rank the stores

Acharya Institute of Technology Page 39

Shoppers Stop Limited

Stores Music Moving Space Arrangements

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

6 Based on the location and frequency of the following rank these stores

Stores Billing Counters Trial Rooms

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

7 Based on the restrooms and drinking facilities rank these stores

Acharya Institute of Technology Page 40

Shoppers Stop Limited

Stores Rest Room Drinking Facility

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

8 Based on the following attributes rank these stores

Stores Ease of location of desired category

Range of garment Range of acc

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

9 Based on the following factors rank these stores

Acharya Institute of Technology Page 41

Shoppers Stop Limited

Stores Membership Kids Play Area

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

10 Based on the following rank these stores

Stores Ease of Alterexchange

In store Other facilityadvertisement

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

11 Among the given stores which do you think is the best Why

Acharya Institute of Technology Page 42

Shoppers Stop Limited

BIBLIOGRAPHY

Manuals and Reports

Acharya Institute of Technology Page 43

Shoppers Stop Limited

Company manuals company brochures and publications of retail outlets

magazines

Books

Research methodologies-Naresh Malhotra

Consumer behaviour-Leon Schiffman Lesile Lazar Kaunk

Retail management-Chetan Bajaj

Business research method-TATA McGraw Hill

Software

SPSS for data analysis

Web-sites

wwwgoogle co in

wwwretailbizcom

wwwscribdcom

wwwmarketingnpvcom

wwweulevicom

wwwshoppers stopcom

Acharya Institute of Technology Page 44

Shoppers Stop Limited

Chapter III

Data Analysis amp Interpretation

Acharya Institute of Technology Page 10

Shoppers Stop Limited

31 Percentage Analysis of the Survey

Table no - 31- Percentage Analysis of Age group of respondents

Age Group Frequency percentage

16-24 108 72

25-32 39 26

33-40 1 07

41-48 2 13

Total 150 100

Analysis and Interpretation

The above charts depict the age group of the respondents and their No of respondents It

is observed that 72 of the respondents fall in the age group of 16-24 years and 26 fall

in the age group of 25-32 years

Acharya Institute of Technology Page 11

Shoppers Stop Limited

Table no - 32- Percentage analysis of No of Respondents

Shopping Frequency No of Respondents Percentage

Once in a month 100 66

Once in 2 month 31 21

Once in 6 month 19 13

Total 150 100

Analysis and Interpretation

The above charts depicts in the shopping frequency of the respondents and their No of

respondents It is observed that 66 of the respondents shop once in a month 21 shop

once in 2 months and 13 once in 6 months

Acharya Institute of Technology Page 12

Shoppers Stop Limited

Table no - 33- Percentage Analysis of Top of the mind stores and Respondents

Top of the Mind Store No of Respondents Percentage

Shoppersrsquo Stop 54 36

Lifestyle 53 353

Globus 6 4

Westside 11 73

Big Bazaar 3 2

Pantaloons 23 154

Total 150 100

Analysis and Interpretation

The above charts depict the Top of the mind store and their No of respondents It is

observed that 36 of the respondents say Shoppersrsquo Stop comes to their mind first when

Acharya Institute of Technology Page 13

Shoppers Stop Limited

they think of shopping for their family A close 353 of respondents say Lifestyle

comes to their mind first

Table no 34- Percentage Analysis of Favorite stores

Favorite stores No of Respondents Percentage

Shoppersrsquo Stop 35 23

Lifestyle 50 34

Globus 9 6

Westside 18 12

Big Bazaar 18 12

Pantaloons 20 13

Total 150 100

Analysis and Interpretation

The above chart depicts the Favorite store of the respondents and their No of respondents

It is observed that 343 of the respondents say Lifestyle is their favorite a store followed

Acharya Institute of Technology Page 14

Shoppers Stop Limited

by Pantaloons with 253 respondents in favor of it Shoppersrsquo Stop stands third in the

list of Favorite Store

32 Cross-tabulation of the Survey

Table no 35- Table showing Cross-tabulation between Age group and No of

respondents

No of Respondents

Age Group Once in a

month

Once in a 2

months

Once in a 6

months

TOTAL

16-24 76 19 13 108

25-32 23 11 5 39

33-40 1 0 0 1

41-48 0 1 1 1

TOTAL 100 31 19 150

Acharya Institute of Technology Page 15

Shoppers Stop Limited

Analysis and Interpretation

The above Table Depicts the Cross-tabulation between Age group and No of

Respondents

People usually visited in malls once in a month for many purpose like window

shopping outings shopping etc

Most population to visiting is malls are teenagers

Very few population or negligible populations are found of age group 41-48

Big malls support in India Economy as infrastructure wise revenue wise and

entertainment

Table no 36- Table showing Cross-tabulation between Gender and No of

Respondents

Acharya Institute of Technology Page 16

Shoppers Stop Limited

No of Respondents

Gender One in a

month

Once in 2

months

Once in 6

months

TOTAL

Male 55 26 15 96

Female 45 5 4 54

Total 100 31 19 150

Analysis and Interpretation

The above Table and Graphs Depicts the Cross-tabulation between Gender and No of

respondents-

It is focus on younger generation in a frequently malls

Above data show the increasing popularity of malls in youngster mind

Male respondents have higher in number ie male equally fashion oriented like

females

People generally visited the mall once in a month very few in 6th months

Acharya Institute of Technology Page 17

Shoppers Stop Limited

Table 37- Table showing Cross-tabulation between Age group and Top of mind

store

Top of Mind Store

Age

group

Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

16-24 34 44 4 8 2 16 108

25-32 19 8 2 3 1 6 39

33-40 1 0 0 0 0 0 1

41-48 0 1 0 0 0 1 2

Total 54 53 6 11 3 23 150

Analysis and Interpretation

The above Table Depicts the Cross-tabulation between Age group and Top of mind

store-

Lifestyle show the high pitch in 16-24 age groups because of Lifestyle itself a

Big Brand name in Fashion Industry

Lifestyle also contains Famous designer collection in their stores which is

responsible to attract more Fashion oriented people

Acharya Institute of Technology Page 18

Shoppers Stop Limited

Second position acquired by the Shoppersrsquo Stop because the segment area is

teenagers

Shoppersrsquo Stop use attractive print media and advertisements to attract the

customers

Shoppers Stop Brand Ambassadorsrsquo is Sharukh Khan which is great crush in

teenagers and they would like to copy his style in their Fashion Apparel

Table no - 38 Table showing Cross-tabulation between Gender and Top of mind

store

Acharya Institute of Technology Page 19

Shoppers Stop Limited

Top of Mind Store

Gender Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

Male 42 23 6 8 1 16 96

Female 12 30 0 3 2 7 54

Total 54 53 6 11 3 23 150

Analysis and Interpretation

The above Table and Graphs depicts the Cross-tabulation between Gender and Top of

mind store

In Fashionable worlds Shoppersrsquo Stop has success to grab the good position in

youngster mind

Teenagers attracted more towards Shoppers Stop due to diverse range of garments

in stores

Again male respondents are higher to the female respondents

Lifestyle gives good competition to the shoppersrsquo Stop capture large no of market

share as well as consumers perception

Table no - 39 Table showing Cross-tabulation between Gender and Favorite store

Acharya Institute of Technology Page 20

Shoppers Stop Limited

Favorite Store

Gender Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

Male 26 23 8 13 10 16 96

Female 9 27 1 5 24 8 54

Total 35 50 9 18 14 24 150

Analysis and Interpretation

The above Table depicts the Cross-tabulation between Gender and Favorite store-

Shoppersrsquo Stop is more popular brand store in male because it contains wide

range of malersquos collection

Lifestyle is more popular in female because Lifestyle organized fashion show and

it has own fashion academy for females

Big Bazaar is more popular in House Wives because it contains households

vegetable and garments items at very reasonable price

Big Bazaar gives attractive offer like 5 Din Maha Bachat Offers Sasta Budhvaar

etc

Acharya Institute of Technology Page 21

Shoppers Stop Limited

Table no - 310 Table showing Cross-tabulation between Age group and Favorite

store

Favorite Store

Age

group

Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

16-24 20 40 4 16 10 18 108

25-32 14 10 4 2 3 6 39

33-40 1 0 0 0 0 0 1

41-48 0 0 1 0 0 0 2

Total 35 50 9 18 13 25 150

Analysis and Interpretation

The above Table and Graphs Depicts the Cross-tabulation between Age group and

Favorite store-

Lifestyle show the high pitch in 16-24 age groups because of Lifestyle itself a

Big Brand name in Fashion Industry

Famous Fashion Designer collection keep in Lifestyle to become a favorite store

of youngsters

Acharya Institute of Technology Page 22

Shoppers Stop Limited

Second position acquired by the Shoppersrsquo Stop because the segment area is

teenagers

Negligible response in age group of 33-40 and 40-41 because people belongs to

old thoughts not interested in fashionable worlds

They believe in simple dressing like Saris Kurta Pajama

33 Mean Ranks of the Survey

Table no-311- Consolidated Mean Ranks of parameter for Benchmarking

Format

Stores

Outside

Appeal

Parking

Facility

Sales

Personnel

Sales

Personnel

Music Moving

Space

Arrangement

Acharya Institute of Technology Page 23

Shoppers Stop Limited

Friendliness Uniform

Shoppers

Stop

314 322 197 251 451 364 240

Lifestyle 256 275 271 361 241 268 169

Globus 333 490 381 400 217 522 411

Westside 381 290 359 308 375 395 379

Big Bazaar 552 317 555 521 541 354 550

Pantaloons 263 405 337 259 275 195 351

Analysis and Interpretation

Outside Appeal

It is observed that Lifestyle with the lowest mean rank is the first in outside appeal

Shoppersrsquo Stop with a mean rank of 314 stands third in this aspect

Parking Facility

Acharya Institute of Technology Page 24

Shoppers Stop Limited

It is observed that Lifestyle with the lowest mean rank is the first in this aspect closely

followed by Westside and Shoppersrsquo Stop 322 stands fourth in terms of parking facility

Sales Personnel ndash Friendliness

Shoppersrsquo Stop with the lowest mean rank of 197 stands first in this aspect followed by

Lifestyle and Pantaloons so on

Sales Personnel- Uniform

It is observed that Shoppersrsquo Stop with the lowest mean rank 251 is the first in this

aspect closely followed by Pantaloons ie 259 is the second

Music

It is observed that Globus with the mean rank of 217 stands first in this aspect followed

by Lifestyle and Pantaloons Shoppersrsquo Stop with a value of 451 stands fifth here

Moving space

The above table depicts the mean ranks of the store based on moving space availability

It is observed that Pantaloons with a mean rank of 197 stands first in this aspect

followed by Lifestyle and Shoppersrsquo Stop with a value of 364 stands fourth

Arrangement

The above table depicts the mean ranks of the store based on Arrangement of

merchandise It is observed that Lifestyle with a mean rank of 169 stands first Shoppersrsquo

Stop ranks second with a value of 240

Table no 311- Contdhellip

Format

Stores

Billing

counters

Trial

Rooms

Rest

Room amp

Drinking

Ease of

Location of

Desired

Range of

Garments

Range of

Accessories amp

Acharya Institute of Technology Page 25

Shoppers Stop Limited

Water Category other items

Shoppers

Stop

269 262 340 235 244 321

Lifestyle 220 203 294 159 227 232

Globus 461 472 493 460 477 442

Westside 363 362 222 359 435 452

Big

Bazaar

505 512 518 551 467 371

Pantaloo

ns

283 289 233 336 250 282

Analysis and Interpretations Contdhellip

Billing Counters

The above table depicts the mean ranks of the store based on Location and frequency of

billing counters It is observed that Lifestyle with a mean rank of 220 stands first

Shoppersrsquo Stop ranks second with a value of 269

Acharya Institute of Technology Page 26

Shoppers Stop Limited

Trial Rooms

The above table depicts the mean ranks of the store based on Location and frequency of

Trial rooms It is observed that Lifestyle with a mean rank of 203 stands first Shoppersrsquo

Stop stands second with a mean rank of 262

Rest Room and Drinking Facility

The above table depicts the mean ranks of the store based on restroom and drinking water

facilities It is observed that Westside with a mean rank of 222 stands first Shoppersrsquo

Stop stands fourth with a mean rank of 340

Ease of Location of Desired Category

It is observed that Lifestyle with a mean rank of 159 stands first Shoppersrsquo Stop stands

second with a mean rank of 235

Range of Garments

The above table depicts the mean ranks of the store based on Range of Garments the

Variety that the carry It is observed that Lifestyle stands first with a mean rank of 227

Shoppersrsquo Stop stands second with a mean rank of 244

Range of Accessories and other items

The above table depicts the mean ranks of the store based on Range of Accessories amp

other items like sunglasses footwear and fashion jewellery and a whole of lot items they

carry It is observed that Lifestyle with a mean rank of 232 stands first followed by

Pantaloons with 282 Shoppersrsquo Stop stands third with a mean rank of 321

Table no 311- Contdhellip

Format

Stores

Stores

Membership

schemes

Kids

Play

Area

Ease of

alterationsExchange

In-Store

Advertisement

Others

Acharya Institute of Technology Page 27

Shoppers Stop Limited

Shoppers

Stop

171 321 160 303 483

Lifestyle 202 298 222 329 351

Globus 363 523 383 249 528

Westside 354 248 401 405 207

Big Bazaar 558 469 563 557 323

Pantaloons 453 241 371 257 207

Analysis and Interpretation Contdhellip

Store Membership Schemes

Acharya Institute of Technology Page 28

Shoppers Stop Limited

The above table depicts the mean ranks of the store based on their loyalty

programmedStore membership Scheme It is observed that Shoppersrsquo Stop stands first

with a mean rank of 171 followed by lifestyle 202

Kid Play Area

A pantaloon stands first with a mean rank of 241 Shoppersrsquo Stop with a mean rank of

321 stands fourth in this aspect

Ease of AlterationsExchange

The above table depicts the mean ranks of the store based on Ease of alterations and

exchanges policy Shoppersrsquo Stop stand first in terms of ease with a mean rank of 160

followed by lifestyleA very few respondents said that they have done

Alterationexchanges at all (other stores) other than Big Bazar and hence ranked sixth

In-store Advertisement

The above table depicts the mean ranks of the store based on Advertisement In store of

the various brands they carry their various offer and so on Globus ranks first with a

mean rank of 249 followed by Pantaloons Shoppersrsquo Stop stands third in this aspect

Other Facilities

The above table depicts the mean ranks of the store based on the other facilities like

snack parlors sofas for customer to relax etc Westside (206) ranks first this is attributed

to these facilities at many malls which most of the respondents took while ranking This

is closly followed by Pantaloons Shoppersrsquo Stop stands fifth with a value of 483

Chapter IVAcharya Institute of Technology Page 29

Shoppers Stop Limited

SummaryFINDING amp INFERENCES

Acharya Institute of Technology Page 30

Shoppers Stop Limited

After analyzing the data collected the following were the findings and their

corresponding inferences

Shoppersrsquo Stop stands third in term of outside appeal with a mean rank of

314 This is because all players in this industry give high importance to their stores

outside appeal and some competitors have come out innovative looks for their stores

Shoppersrsquo Stop stands fourth in terms of parking facility with a mean rank of

322 This is because some competitors have a more spacious parking lot and also none of

other competitors collect a parking fee unlike Shoppersrsquo Stop

Shoppersrsquo Stop stands first in terms of sales personnel with a mean rank of

197 This is taking into account their friendliness knowledge uniform etc this is due to

the intensive training given to the sales personnel before they actually get on the floor

Shoppersrsquo Stop stands fifth with a mean rank of 451 with regards to music

played in store This is mainly due to the fact that many of the respondents felt that

Shoppersrsquo Stop plays the same old music over and over again

In terms of moving space inside the store Shoppersrsquo Stop stands fourth with a

mean rank of 364 This is because store like Pantaloons Lifestyle etc are more spacious

compared to Shoppersrsquo Stop Also at few places in the store more items are placed in

comparatively less space thus making movement difficult for customer

When it comes to the top of the mind recall 44 of the male respondents

said Shoppersrsquo Stop was at the top of the mind when it comes to shopping Similarly 56

of the female respondents responded in favor of lifestyle for the same From this it is

evident that women prefer lifestyle rather than Shoppersrsquo Stop

With regards to Arrangement of merchandise Shoppersrsquo Stop stands second

with mean rank of 240 Also Pantaloons which was observed to be most spacious does

not rank as good in terms of Arrangement of merchandise Many respondents felt that

even though there is enough space at Big Bazaar the arrangement of merchandise is not

at all appealing and hence it stands sixth in this aspect

Shoppersrsquo Stop stands second in terms of location and frequency of billing

counters This is because sufficient number of billing counter is placed at strategic

locations in the store Even though Big Bazaar has many billing counters it stands sixth

Acharya Institute of Technology Page 31

Shoppers Stop Limited

because a number of respondents are not satisfied with the number of billing counters at

Globus They felt that the number was very low

Similarly with regards to location and frequency of trial rooms Shoppersrsquo

Stop stands second with a mean rank of 262 Trial rooms again are available in

sufficient number at strategic locations in the store The reason for Big Bazaar standing

sixth in this aspect is again the fact that a number of respondents were not satisfied with

their location at centre points in the store Here again respondents felt that the number of

trial rooms at Globus is very Low and are not satisfied with the same

With regards Restroom and Drinking Water facilities Shoppersrsquo Stop with a

value of 340 stands fourth This is because the facilities is slightly old and is not

maintained as often as those in some other stores on the list New stores are giving very

high importance to cleanliness of such facilities and adding facilities like sensors and the

like

Shoppersrsquo Stop stands second in terms of Ease of location of desired category

with a mean rank of 235 This is mainly due to the fact that danglers indicating category

of items are hung all around the store Lifestyle has edge in this aspect because they are

cleaner and attractive compared to those at Shoppersrsquo Stop

Shoppersrsquo Stop stands second in terms of range of garments the variety in

various categories with a mean rank of 224 This is due to the fact that Shoppersrsquo Stop

carries garments in various ranges and also houses some brands which competitors do

not Even though Big Bazaar carries a wide ranges of garments some respondents felt it

is not as good as that in other stores and hence it stands fifth in this aspect

With regards to range of accessories and other items like footwear sunglasses

fashion jewellery etc Shoppersrsquo Stop stands third with a mean ranks of 321 This is

because footwear for both men and women fashion jewellery collection are very limited

Even though Big Bazaar houses a wide variety of items many respondents felt that the

collection was not good

Shoppersrsquo Stop stands first in terms of Store Membership schemes with the

lowest mean rank of 171 Shoppersrsquo Stop was pioneer in such schemes Even though a

few respondents felt that the entry constraints are more relaxed at some stores as

Acharya Institute of Technology Page 32

Shoppers Stop Limited

compared to Shoppersrsquo Stop it stands first because of various other reasons Respondents

are generally not very aware of the loyalty programmes at Big Bazaar and Pantaloons

When it comes to play area for kids Shoppersrsquo Stop stands fourth with a rank

of 321 In this aspect Westside stands seconds this is attributed to the kids Play Area at

the Shipra Mall Most of the respondents have ranked that for Westside The newer stores

are focusing more on such areas for kids

Shoppersrsquo Stop ranks first in terms of Ease of Alternations Exchanges of

merchandise This is because they follow a very efficient policy for alteration focusing on

not wasting customersrsquo time They have a very good policy for exchanges of merchandise

as well A very few respondents said they have done exchanges at all other stores than

Big Bazaar and hence ranked sixth

With regards to In-store advertisements the various brands they carry and that

of their store Shoppersrsquo Stop stand third in this with a mean rank of 303 Some stores do

not give importance to these while some stores like Globus attribute high importance

Shoppersrsquo Stop stands fifth in terms of other facilities like snack parlors sofas

for customer to relax etc Westside ranks first in this aspect This is attributed to these

facilities at the malls which most of the respondents took while ranking This is closely

followed by Pantaloons

A very high 72 of the respondents in the age group (16-24) and 59 in the

age group (25-32) shop once in a month In general a high portion of respondents shop

every month ie 67 This implies that most of the shoppers are students young

professionals etc

From the study it was evident that57 of the male respondents and a high

83 of the female respondents shop once in a month A very low 7 of the female

respondents shop once in 6 months In other words women shop very often than men

It is observed that36 of the total respondents said Shoppersrsquo Stop comes to

their mind first when they think of shopping for the family and a close35 responded in

favour of lifestyle This shows the wide spread awareness of Shoppersrsquo Stop Even

though competition is hotting up Shoppersrsquo Stop holds a high position in customer mind

Acharya Institute of Technology Page 33

Shoppers Stop Limited

Similarly 83 respondents who responded in favour of Lifestyle belonged to

the age group (16-24) In case of Shoppersrsquo Stop 63 respondents were in age group (16-

24) Hence Shoppersrsquo Stop is the top of the mind store in general and lifestyle is the top

of mind store of the youth

With regards to the age group of respondents it is observed that72 of the

respondents fall in the age group of 16-24 years and 26 fall in the age group of 25-32

years So it is mostly the youth who shop quite often in these stores

Similarly with regards to the shopping frequency of the respondents it is

observed that 66 of the respondents shop once in a month 21 shop once in 2 months

and 13 once in 6 months In general the shopping frequency is quite high

343 respondents say Lifestyle is their favourite store followed by

Pantaloons with 253 respondents in favour of it Shoppersrsquo Stop stands third in the list

of favourite stores The reason for this is that all players are doing their best in business

and in the process

Acharya Institute of Technology Page 34

Shoppers Stop Limited

RECOMMENDATIONS amp SUGGESTIONS

Given below are some of the RecommendationsSuggestions to improve or modify

service Standards and increase customer delight

Outside appeal of Shoppersrsquo Stop could be improved by adding more attractive

facades and windows Also the entire store on the outside could be repainted and make

more attractive than at present because looks matter always

Parking facility could be improved by having a permanent parking lot that should

be more spacious because during weekends when it is heavily crowded customer face

lots of the problem with regards to parking To overcome this problem appoint more

guards and implement coupon system and categorised parking like two wheelers as well

as four wheelers parking

Valet parking facility could be made available at least for first citizen card

holders

Sales personnel could be offered with some incentives from time to time on the

basis of their performance and motivation programme organised so that they do not

switch over to competitors which are found in increasing number at present as most of

them are part-timers

It is found that Shoppersrsquo Stop is not the best in terms of arrangement and moving

space Merchandise could be arranged in a way that the space is utilized more efficiently

thus creating enough moving space

Brands like Knit and Flat Knit that are not moving very well could be removed to

facilitate or increasing the offer

A separate portion in the store could be allocated for keeping old merchandise

that were not sold out and discount may be offered for the same as applicable

A snack parlour like pop corn corner chip etc a small area for Music ie World

space radio station could be added to the store The store essentially talks about shopping

as an experience Adding these would increase the time a customer spends at the store

and also add to additional revenue Most of the other Shoppersrsquo Stop outlets have these

facilities at present With competitors having these facilities and malls opening up all

around the city this becomes a necessity

Acharya Institute of Technology Page 35

Shoppers Stop Limited

Accessories like inexpensive fashion jewellery watches etc could be placed in

more attractive cases and kept in some centre point so that the customer find it easy to

check them out and this might induce a purchase

The footwear collection for the both men and women could be enhanced by

bringing in more variety like sports formal as well as causal wear There is very little

choice in this case at present

Interaction with customer could be increased by having various activities in the

store frequently and making customer part of these First citizen could be invited so that

their relationship with the store is strengthened and thus they could be retained and repeat

purchase could be induced

Shoppersrsquo Stop has been first mover in this category in many services offered

Some innovative ideas which are not similar to what is already being done by

competitors could be introduced to attract more customers and retain existing customers

Shoppersrsquo Stop can be spending a little more on promotion At present there is

virtually no advertisement of the store continuously It can go for ads in magazines and

also hoarding around the city just to serve as a reminder to customers Pantaloons and

Big Bazaar do more sale promotion activity to create a familiar position in young

generation customers mind

Cleanliness of rest area should be taken care of as frequently as required Even

these have an influence on the customer

Items like fashion accessories magazines could be kept near billing counters

These are items of impulse purchase and hence should be kept at these places

Acharya Institute of Technology Page 36

Shoppers Stop Limited

CONCLUSION

Benchmarking help to analysis the cost cycle time productivity or quality of specific

process Due to benchmarking process (best practice benchmarking) to study the

comparative study of competitive stores (lifestyle Globus Pantaloons etc) with

distinguish parameter

We found that Shoppersrsquo Stop was standing first in many parameters like Sales Personnel

Friendliness Sales Personnel Uniform Arrangement Billing Counters etc

Shoppersrsquo Stop a pioneer in the lifestyle segment of retail store has heavy competition to

put up with In this process it is getting off the top spot which is used to occupy for

years but certainly not losing way With a few innovative ideas and slight modifications

to the existing system it can surely regain the top spot It is interesting to note that

Shoppersrsquo Stop is still the first choice in the customer mind when it comes to shopping It

should leverage on its strong position and let more customers ldquoSTART SOMETHING

NEWrdquo

Acharya Institute of Technology Page 37

Shoppers Stop Limited

ANNEXURE

QUESTIONNAIRE

Personal Information

Name _______________________

Age - 16-24 25-32 33-40 4-48 Above 48

Gender - Male Female

Marital status - Single Married

1 When you think shopping for your family which store comes to your mind first

Shoppersrsquo stop Lifestyle Globus Westside

Big bazaar Pantaloons

2 How frequently do you shop

Once in month Once in 2 months Once in 6 months

3 Based on the Outside appeal ( name boards posters etchellip) and parking facilities rank these stores (note Rank from 1 to 6 1- Best to 6- Worst)

Acharya Institute of Technology Page 38

Shoppers Stop Limited

Stores Parking Facility (space)

Outside appeal (facades windows etc)

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

4 Rank the Sales Personnel of these stores based on the following Attributes

Stores Attentive Friendliness

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

5 Based on the following In-Store Attributes rank the stores

Acharya Institute of Technology Page 39

Shoppers Stop Limited

Stores Music Moving Space Arrangements

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

6 Based on the location and frequency of the following rank these stores

Stores Billing Counters Trial Rooms

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

7 Based on the restrooms and drinking facilities rank these stores

Acharya Institute of Technology Page 40

Shoppers Stop Limited

Stores Rest Room Drinking Facility

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

8 Based on the following attributes rank these stores

Stores Ease of location of desired category

Range of garment Range of acc

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

9 Based on the following factors rank these stores

Acharya Institute of Technology Page 41

Shoppers Stop Limited

Stores Membership Kids Play Area

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

10 Based on the following rank these stores

Stores Ease of Alterexchange

In store Other facilityadvertisement

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

11 Among the given stores which do you think is the best Why

Acharya Institute of Technology Page 42

Shoppers Stop Limited

BIBLIOGRAPHY

Manuals and Reports

Acharya Institute of Technology Page 43

Shoppers Stop Limited

Company manuals company brochures and publications of retail outlets

magazines

Books

Research methodologies-Naresh Malhotra

Consumer behaviour-Leon Schiffman Lesile Lazar Kaunk

Retail management-Chetan Bajaj

Business research method-TATA McGraw Hill

Software

SPSS for data analysis

Web-sites

wwwgoogle co in

wwwretailbizcom

wwwscribdcom

wwwmarketingnpvcom

wwweulevicom

wwwshoppers stopcom

Acharya Institute of Technology Page 44

Shoppers Stop Limited

31 Percentage Analysis of the Survey

Table no - 31- Percentage Analysis of Age group of respondents

Age Group Frequency percentage

16-24 108 72

25-32 39 26

33-40 1 07

41-48 2 13

Total 150 100

Analysis and Interpretation

The above charts depict the age group of the respondents and their No of respondents It

is observed that 72 of the respondents fall in the age group of 16-24 years and 26 fall

in the age group of 25-32 years

Acharya Institute of Technology Page 11

Shoppers Stop Limited

Table no - 32- Percentage analysis of No of Respondents

Shopping Frequency No of Respondents Percentage

Once in a month 100 66

Once in 2 month 31 21

Once in 6 month 19 13

Total 150 100

Analysis and Interpretation

The above charts depicts in the shopping frequency of the respondents and their No of

respondents It is observed that 66 of the respondents shop once in a month 21 shop

once in 2 months and 13 once in 6 months

Acharya Institute of Technology Page 12

Shoppers Stop Limited

Table no - 33- Percentage Analysis of Top of the mind stores and Respondents

Top of the Mind Store No of Respondents Percentage

Shoppersrsquo Stop 54 36

Lifestyle 53 353

Globus 6 4

Westside 11 73

Big Bazaar 3 2

Pantaloons 23 154

Total 150 100

Analysis and Interpretation

The above charts depict the Top of the mind store and their No of respondents It is

observed that 36 of the respondents say Shoppersrsquo Stop comes to their mind first when

Acharya Institute of Technology Page 13

Shoppers Stop Limited

they think of shopping for their family A close 353 of respondents say Lifestyle

comes to their mind first

Table no 34- Percentage Analysis of Favorite stores

Favorite stores No of Respondents Percentage

Shoppersrsquo Stop 35 23

Lifestyle 50 34

Globus 9 6

Westside 18 12

Big Bazaar 18 12

Pantaloons 20 13

Total 150 100

Analysis and Interpretation

The above chart depicts the Favorite store of the respondents and their No of respondents

It is observed that 343 of the respondents say Lifestyle is their favorite a store followed

Acharya Institute of Technology Page 14

Shoppers Stop Limited

by Pantaloons with 253 respondents in favor of it Shoppersrsquo Stop stands third in the

list of Favorite Store

32 Cross-tabulation of the Survey

Table no 35- Table showing Cross-tabulation between Age group and No of

respondents

No of Respondents

Age Group Once in a

month

Once in a 2

months

Once in a 6

months

TOTAL

16-24 76 19 13 108

25-32 23 11 5 39

33-40 1 0 0 1

41-48 0 1 1 1

TOTAL 100 31 19 150

Acharya Institute of Technology Page 15

Shoppers Stop Limited

Analysis and Interpretation

The above Table Depicts the Cross-tabulation between Age group and No of

Respondents

People usually visited in malls once in a month for many purpose like window

shopping outings shopping etc

Most population to visiting is malls are teenagers

Very few population or negligible populations are found of age group 41-48

Big malls support in India Economy as infrastructure wise revenue wise and

entertainment

Table no 36- Table showing Cross-tabulation between Gender and No of

Respondents

Acharya Institute of Technology Page 16

Shoppers Stop Limited

No of Respondents

Gender One in a

month

Once in 2

months

Once in 6

months

TOTAL

Male 55 26 15 96

Female 45 5 4 54

Total 100 31 19 150

Analysis and Interpretation

The above Table and Graphs Depicts the Cross-tabulation between Gender and No of

respondents-

It is focus on younger generation in a frequently malls

Above data show the increasing popularity of malls in youngster mind

Male respondents have higher in number ie male equally fashion oriented like

females

People generally visited the mall once in a month very few in 6th months

Acharya Institute of Technology Page 17

Shoppers Stop Limited

Table 37- Table showing Cross-tabulation between Age group and Top of mind

store

Top of Mind Store

Age

group

Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

16-24 34 44 4 8 2 16 108

25-32 19 8 2 3 1 6 39

33-40 1 0 0 0 0 0 1

41-48 0 1 0 0 0 1 2

Total 54 53 6 11 3 23 150

Analysis and Interpretation

The above Table Depicts the Cross-tabulation between Age group and Top of mind

store-

Lifestyle show the high pitch in 16-24 age groups because of Lifestyle itself a

Big Brand name in Fashion Industry

Lifestyle also contains Famous designer collection in their stores which is

responsible to attract more Fashion oriented people

Acharya Institute of Technology Page 18

Shoppers Stop Limited

Second position acquired by the Shoppersrsquo Stop because the segment area is

teenagers

Shoppersrsquo Stop use attractive print media and advertisements to attract the

customers

Shoppers Stop Brand Ambassadorsrsquo is Sharukh Khan which is great crush in

teenagers and they would like to copy his style in their Fashion Apparel

Table no - 38 Table showing Cross-tabulation between Gender and Top of mind

store

Acharya Institute of Technology Page 19

Shoppers Stop Limited

Top of Mind Store

Gender Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

Male 42 23 6 8 1 16 96

Female 12 30 0 3 2 7 54

Total 54 53 6 11 3 23 150

Analysis and Interpretation

The above Table and Graphs depicts the Cross-tabulation between Gender and Top of

mind store

In Fashionable worlds Shoppersrsquo Stop has success to grab the good position in

youngster mind

Teenagers attracted more towards Shoppers Stop due to diverse range of garments

in stores

Again male respondents are higher to the female respondents

Lifestyle gives good competition to the shoppersrsquo Stop capture large no of market

share as well as consumers perception

Table no - 39 Table showing Cross-tabulation between Gender and Favorite store

Acharya Institute of Technology Page 20

Shoppers Stop Limited

Favorite Store

Gender Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

Male 26 23 8 13 10 16 96

Female 9 27 1 5 24 8 54

Total 35 50 9 18 14 24 150

Analysis and Interpretation

The above Table depicts the Cross-tabulation between Gender and Favorite store-

Shoppersrsquo Stop is more popular brand store in male because it contains wide

range of malersquos collection

Lifestyle is more popular in female because Lifestyle organized fashion show and

it has own fashion academy for females

Big Bazaar is more popular in House Wives because it contains households

vegetable and garments items at very reasonable price

Big Bazaar gives attractive offer like 5 Din Maha Bachat Offers Sasta Budhvaar

etc

Acharya Institute of Technology Page 21

Shoppers Stop Limited

Table no - 310 Table showing Cross-tabulation between Age group and Favorite

store

Favorite Store

Age

group

Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

16-24 20 40 4 16 10 18 108

25-32 14 10 4 2 3 6 39

33-40 1 0 0 0 0 0 1

41-48 0 0 1 0 0 0 2

Total 35 50 9 18 13 25 150

Analysis and Interpretation

The above Table and Graphs Depicts the Cross-tabulation between Age group and

Favorite store-

Lifestyle show the high pitch in 16-24 age groups because of Lifestyle itself a

Big Brand name in Fashion Industry

Famous Fashion Designer collection keep in Lifestyle to become a favorite store

of youngsters

Acharya Institute of Technology Page 22

Shoppers Stop Limited

Second position acquired by the Shoppersrsquo Stop because the segment area is

teenagers

Negligible response in age group of 33-40 and 40-41 because people belongs to

old thoughts not interested in fashionable worlds

They believe in simple dressing like Saris Kurta Pajama

33 Mean Ranks of the Survey

Table no-311- Consolidated Mean Ranks of parameter for Benchmarking

Format

Stores

Outside

Appeal

Parking

Facility

Sales

Personnel

Sales

Personnel

Music Moving

Space

Arrangement

Acharya Institute of Technology Page 23

Shoppers Stop Limited

Friendliness Uniform

Shoppers

Stop

314 322 197 251 451 364 240

Lifestyle 256 275 271 361 241 268 169

Globus 333 490 381 400 217 522 411

Westside 381 290 359 308 375 395 379

Big Bazaar 552 317 555 521 541 354 550

Pantaloons 263 405 337 259 275 195 351

Analysis and Interpretation

Outside Appeal

It is observed that Lifestyle with the lowest mean rank is the first in outside appeal

Shoppersrsquo Stop with a mean rank of 314 stands third in this aspect

Parking Facility

Acharya Institute of Technology Page 24

Shoppers Stop Limited

It is observed that Lifestyle with the lowest mean rank is the first in this aspect closely

followed by Westside and Shoppersrsquo Stop 322 stands fourth in terms of parking facility

Sales Personnel ndash Friendliness

Shoppersrsquo Stop with the lowest mean rank of 197 stands first in this aspect followed by

Lifestyle and Pantaloons so on

Sales Personnel- Uniform

It is observed that Shoppersrsquo Stop with the lowest mean rank 251 is the first in this

aspect closely followed by Pantaloons ie 259 is the second

Music

It is observed that Globus with the mean rank of 217 stands first in this aspect followed

by Lifestyle and Pantaloons Shoppersrsquo Stop with a value of 451 stands fifth here

Moving space

The above table depicts the mean ranks of the store based on moving space availability

It is observed that Pantaloons with a mean rank of 197 stands first in this aspect

followed by Lifestyle and Shoppersrsquo Stop with a value of 364 stands fourth

Arrangement

The above table depicts the mean ranks of the store based on Arrangement of

merchandise It is observed that Lifestyle with a mean rank of 169 stands first Shoppersrsquo

Stop ranks second with a value of 240

Table no 311- Contdhellip

Format

Stores

Billing

counters

Trial

Rooms

Rest

Room amp

Drinking

Ease of

Location of

Desired

Range of

Garments

Range of

Accessories amp

Acharya Institute of Technology Page 25

Shoppers Stop Limited

Water Category other items

Shoppers

Stop

269 262 340 235 244 321

Lifestyle 220 203 294 159 227 232

Globus 461 472 493 460 477 442

Westside 363 362 222 359 435 452

Big

Bazaar

505 512 518 551 467 371

Pantaloo

ns

283 289 233 336 250 282

Analysis and Interpretations Contdhellip

Billing Counters

The above table depicts the mean ranks of the store based on Location and frequency of

billing counters It is observed that Lifestyle with a mean rank of 220 stands first

Shoppersrsquo Stop ranks second with a value of 269

Acharya Institute of Technology Page 26

Shoppers Stop Limited

Trial Rooms

The above table depicts the mean ranks of the store based on Location and frequency of

Trial rooms It is observed that Lifestyle with a mean rank of 203 stands first Shoppersrsquo

Stop stands second with a mean rank of 262

Rest Room and Drinking Facility

The above table depicts the mean ranks of the store based on restroom and drinking water

facilities It is observed that Westside with a mean rank of 222 stands first Shoppersrsquo

Stop stands fourth with a mean rank of 340

Ease of Location of Desired Category

It is observed that Lifestyle with a mean rank of 159 stands first Shoppersrsquo Stop stands

second with a mean rank of 235

Range of Garments

The above table depicts the mean ranks of the store based on Range of Garments the

Variety that the carry It is observed that Lifestyle stands first with a mean rank of 227

Shoppersrsquo Stop stands second with a mean rank of 244

Range of Accessories and other items

The above table depicts the mean ranks of the store based on Range of Accessories amp

other items like sunglasses footwear and fashion jewellery and a whole of lot items they

carry It is observed that Lifestyle with a mean rank of 232 stands first followed by

Pantaloons with 282 Shoppersrsquo Stop stands third with a mean rank of 321

Table no 311- Contdhellip

Format

Stores

Stores

Membership

schemes

Kids

Play

Area

Ease of

alterationsExchange

In-Store

Advertisement

Others

Acharya Institute of Technology Page 27

Shoppers Stop Limited

Shoppers

Stop

171 321 160 303 483

Lifestyle 202 298 222 329 351

Globus 363 523 383 249 528

Westside 354 248 401 405 207

Big Bazaar 558 469 563 557 323

Pantaloons 453 241 371 257 207

Analysis and Interpretation Contdhellip

Store Membership Schemes

Acharya Institute of Technology Page 28

Shoppers Stop Limited

The above table depicts the mean ranks of the store based on their loyalty

programmedStore membership Scheme It is observed that Shoppersrsquo Stop stands first

with a mean rank of 171 followed by lifestyle 202

Kid Play Area

A pantaloon stands first with a mean rank of 241 Shoppersrsquo Stop with a mean rank of

321 stands fourth in this aspect

Ease of AlterationsExchange

The above table depicts the mean ranks of the store based on Ease of alterations and

exchanges policy Shoppersrsquo Stop stand first in terms of ease with a mean rank of 160

followed by lifestyleA very few respondents said that they have done

Alterationexchanges at all (other stores) other than Big Bazar and hence ranked sixth

In-store Advertisement

The above table depicts the mean ranks of the store based on Advertisement In store of

the various brands they carry their various offer and so on Globus ranks first with a

mean rank of 249 followed by Pantaloons Shoppersrsquo Stop stands third in this aspect

Other Facilities

The above table depicts the mean ranks of the store based on the other facilities like

snack parlors sofas for customer to relax etc Westside (206) ranks first this is attributed

to these facilities at many malls which most of the respondents took while ranking This

is closly followed by Pantaloons Shoppersrsquo Stop stands fifth with a value of 483

Chapter IVAcharya Institute of Technology Page 29

Shoppers Stop Limited

SummaryFINDING amp INFERENCES

Acharya Institute of Technology Page 30

Shoppers Stop Limited

After analyzing the data collected the following were the findings and their

corresponding inferences

Shoppersrsquo Stop stands third in term of outside appeal with a mean rank of

314 This is because all players in this industry give high importance to their stores

outside appeal and some competitors have come out innovative looks for their stores

Shoppersrsquo Stop stands fourth in terms of parking facility with a mean rank of

322 This is because some competitors have a more spacious parking lot and also none of

other competitors collect a parking fee unlike Shoppersrsquo Stop

Shoppersrsquo Stop stands first in terms of sales personnel with a mean rank of

197 This is taking into account their friendliness knowledge uniform etc this is due to

the intensive training given to the sales personnel before they actually get on the floor

Shoppersrsquo Stop stands fifth with a mean rank of 451 with regards to music

played in store This is mainly due to the fact that many of the respondents felt that

Shoppersrsquo Stop plays the same old music over and over again

In terms of moving space inside the store Shoppersrsquo Stop stands fourth with a

mean rank of 364 This is because store like Pantaloons Lifestyle etc are more spacious

compared to Shoppersrsquo Stop Also at few places in the store more items are placed in

comparatively less space thus making movement difficult for customer

When it comes to the top of the mind recall 44 of the male respondents

said Shoppersrsquo Stop was at the top of the mind when it comes to shopping Similarly 56

of the female respondents responded in favor of lifestyle for the same From this it is

evident that women prefer lifestyle rather than Shoppersrsquo Stop

With regards to Arrangement of merchandise Shoppersrsquo Stop stands second

with mean rank of 240 Also Pantaloons which was observed to be most spacious does

not rank as good in terms of Arrangement of merchandise Many respondents felt that

even though there is enough space at Big Bazaar the arrangement of merchandise is not

at all appealing and hence it stands sixth in this aspect

Shoppersrsquo Stop stands second in terms of location and frequency of billing

counters This is because sufficient number of billing counter is placed at strategic

locations in the store Even though Big Bazaar has many billing counters it stands sixth

Acharya Institute of Technology Page 31

Shoppers Stop Limited

because a number of respondents are not satisfied with the number of billing counters at

Globus They felt that the number was very low

Similarly with regards to location and frequency of trial rooms Shoppersrsquo

Stop stands second with a mean rank of 262 Trial rooms again are available in

sufficient number at strategic locations in the store The reason for Big Bazaar standing

sixth in this aspect is again the fact that a number of respondents were not satisfied with

their location at centre points in the store Here again respondents felt that the number of

trial rooms at Globus is very Low and are not satisfied with the same

With regards Restroom and Drinking Water facilities Shoppersrsquo Stop with a

value of 340 stands fourth This is because the facilities is slightly old and is not

maintained as often as those in some other stores on the list New stores are giving very

high importance to cleanliness of such facilities and adding facilities like sensors and the

like

Shoppersrsquo Stop stands second in terms of Ease of location of desired category

with a mean rank of 235 This is mainly due to the fact that danglers indicating category

of items are hung all around the store Lifestyle has edge in this aspect because they are

cleaner and attractive compared to those at Shoppersrsquo Stop

Shoppersrsquo Stop stands second in terms of range of garments the variety in

various categories with a mean rank of 224 This is due to the fact that Shoppersrsquo Stop

carries garments in various ranges and also houses some brands which competitors do

not Even though Big Bazaar carries a wide ranges of garments some respondents felt it

is not as good as that in other stores and hence it stands fifth in this aspect

With regards to range of accessories and other items like footwear sunglasses

fashion jewellery etc Shoppersrsquo Stop stands third with a mean ranks of 321 This is

because footwear for both men and women fashion jewellery collection are very limited

Even though Big Bazaar houses a wide variety of items many respondents felt that the

collection was not good

Shoppersrsquo Stop stands first in terms of Store Membership schemes with the

lowest mean rank of 171 Shoppersrsquo Stop was pioneer in such schemes Even though a

few respondents felt that the entry constraints are more relaxed at some stores as

Acharya Institute of Technology Page 32

Shoppers Stop Limited

compared to Shoppersrsquo Stop it stands first because of various other reasons Respondents

are generally not very aware of the loyalty programmes at Big Bazaar and Pantaloons

When it comes to play area for kids Shoppersrsquo Stop stands fourth with a rank

of 321 In this aspect Westside stands seconds this is attributed to the kids Play Area at

the Shipra Mall Most of the respondents have ranked that for Westside The newer stores

are focusing more on such areas for kids

Shoppersrsquo Stop ranks first in terms of Ease of Alternations Exchanges of

merchandise This is because they follow a very efficient policy for alteration focusing on

not wasting customersrsquo time They have a very good policy for exchanges of merchandise

as well A very few respondents said they have done exchanges at all other stores than

Big Bazaar and hence ranked sixth

With regards to In-store advertisements the various brands they carry and that

of their store Shoppersrsquo Stop stand third in this with a mean rank of 303 Some stores do

not give importance to these while some stores like Globus attribute high importance

Shoppersrsquo Stop stands fifth in terms of other facilities like snack parlors sofas

for customer to relax etc Westside ranks first in this aspect This is attributed to these

facilities at the malls which most of the respondents took while ranking This is closely

followed by Pantaloons

A very high 72 of the respondents in the age group (16-24) and 59 in the

age group (25-32) shop once in a month In general a high portion of respondents shop

every month ie 67 This implies that most of the shoppers are students young

professionals etc

From the study it was evident that57 of the male respondents and a high

83 of the female respondents shop once in a month A very low 7 of the female

respondents shop once in 6 months In other words women shop very often than men

It is observed that36 of the total respondents said Shoppersrsquo Stop comes to

their mind first when they think of shopping for the family and a close35 responded in

favour of lifestyle This shows the wide spread awareness of Shoppersrsquo Stop Even

though competition is hotting up Shoppersrsquo Stop holds a high position in customer mind

Acharya Institute of Technology Page 33

Shoppers Stop Limited

Similarly 83 respondents who responded in favour of Lifestyle belonged to

the age group (16-24) In case of Shoppersrsquo Stop 63 respondents were in age group (16-

24) Hence Shoppersrsquo Stop is the top of the mind store in general and lifestyle is the top

of mind store of the youth

With regards to the age group of respondents it is observed that72 of the

respondents fall in the age group of 16-24 years and 26 fall in the age group of 25-32

years So it is mostly the youth who shop quite often in these stores

Similarly with regards to the shopping frequency of the respondents it is

observed that 66 of the respondents shop once in a month 21 shop once in 2 months

and 13 once in 6 months In general the shopping frequency is quite high

343 respondents say Lifestyle is their favourite store followed by

Pantaloons with 253 respondents in favour of it Shoppersrsquo Stop stands third in the list

of favourite stores The reason for this is that all players are doing their best in business

and in the process

Acharya Institute of Technology Page 34

Shoppers Stop Limited

RECOMMENDATIONS amp SUGGESTIONS

Given below are some of the RecommendationsSuggestions to improve or modify

service Standards and increase customer delight

Outside appeal of Shoppersrsquo Stop could be improved by adding more attractive

facades and windows Also the entire store on the outside could be repainted and make

more attractive than at present because looks matter always

Parking facility could be improved by having a permanent parking lot that should

be more spacious because during weekends when it is heavily crowded customer face

lots of the problem with regards to parking To overcome this problem appoint more

guards and implement coupon system and categorised parking like two wheelers as well

as four wheelers parking

Valet parking facility could be made available at least for first citizen card

holders

Sales personnel could be offered with some incentives from time to time on the

basis of their performance and motivation programme organised so that they do not

switch over to competitors which are found in increasing number at present as most of

them are part-timers

It is found that Shoppersrsquo Stop is not the best in terms of arrangement and moving

space Merchandise could be arranged in a way that the space is utilized more efficiently

thus creating enough moving space

Brands like Knit and Flat Knit that are not moving very well could be removed to

facilitate or increasing the offer

A separate portion in the store could be allocated for keeping old merchandise

that were not sold out and discount may be offered for the same as applicable

A snack parlour like pop corn corner chip etc a small area for Music ie World

space radio station could be added to the store The store essentially talks about shopping

as an experience Adding these would increase the time a customer spends at the store

and also add to additional revenue Most of the other Shoppersrsquo Stop outlets have these

facilities at present With competitors having these facilities and malls opening up all

around the city this becomes a necessity

Acharya Institute of Technology Page 35

Shoppers Stop Limited

Accessories like inexpensive fashion jewellery watches etc could be placed in

more attractive cases and kept in some centre point so that the customer find it easy to

check them out and this might induce a purchase

The footwear collection for the both men and women could be enhanced by

bringing in more variety like sports formal as well as causal wear There is very little

choice in this case at present

Interaction with customer could be increased by having various activities in the

store frequently and making customer part of these First citizen could be invited so that

their relationship with the store is strengthened and thus they could be retained and repeat

purchase could be induced

Shoppersrsquo Stop has been first mover in this category in many services offered

Some innovative ideas which are not similar to what is already being done by

competitors could be introduced to attract more customers and retain existing customers

Shoppersrsquo Stop can be spending a little more on promotion At present there is

virtually no advertisement of the store continuously It can go for ads in magazines and

also hoarding around the city just to serve as a reminder to customers Pantaloons and

Big Bazaar do more sale promotion activity to create a familiar position in young

generation customers mind

Cleanliness of rest area should be taken care of as frequently as required Even

these have an influence on the customer

Items like fashion accessories magazines could be kept near billing counters

These are items of impulse purchase and hence should be kept at these places

Acharya Institute of Technology Page 36

Shoppers Stop Limited

CONCLUSION

Benchmarking help to analysis the cost cycle time productivity or quality of specific

process Due to benchmarking process (best practice benchmarking) to study the

comparative study of competitive stores (lifestyle Globus Pantaloons etc) with

distinguish parameter

We found that Shoppersrsquo Stop was standing first in many parameters like Sales Personnel

Friendliness Sales Personnel Uniform Arrangement Billing Counters etc

Shoppersrsquo Stop a pioneer in the lifestyle segment of retail store has heavy competition to

put up with In this process it is getting off the top spot which is used to occupy for

years but certainly not losing way With a few innovative ideas and slight modifications

to the existing system it can surely regain the top spot It is interesting to note that

Shoppersrsquo Stop is still the first choice in the customer mind when it comes to shopping It

should leverage on its strong position and let more customers ldquoSTART SOMETHING

NEWrdquo

Acharya Institute of Technology Page 37

Shoppers Stop Limited

ANNEXURE

QUESTIONNAIRE

Personal Information

Name _______________________

Age - 16-24 25-32 33-40 4-48 Above 48

Gender - Male Female

Marital status - Single Married

1 When you think shopping for your family which store comes to your mind first

Shoppersrsquo stop Lifestyle Globus Westside

Big bazaar Pantaloons

2 How frequently do you shop

Once in month Once in 2 months Once in 6 months

3 Based on the Outside appeal ( name boards posters etchellip) and parking facilities rank these stores (note Rank from 1 to 6 1- Best to 6- Worst)

Acharya Institute of Technology Page 38

Shoppers Stop Limited

Stores Parking Facility (space)

Outside appeal (facades windows etc)

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

4 Rank the Sales Personnel of these stores based on the following Attributes

Stores Attentive Friendliness

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

5 Based on the following In-Store Attributes rank the stores

Acharya Institute of Technology Page 39

Shoppers Stop Limited

Stores Music Moving Space Arrangements

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

6 Based on the location and frequency of the following rank these stores

Stores Billing Counters Trial Rooms

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

7 Based on the restrooms and drinking facilities rank these stores

Acharya Institute of Technology Page 40

Shoppers Stop Limited

Stores Rest Room Drinking Facility

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

8 Based on the following attributes rank these stores

Stores Ease of location of desired category

Range of garment Range of acc

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

9 Based on the following factors rank these stores

Acharya Institute of Technology Page 41

Shoppers Stop Limited

Stores Membership Kids Play Area

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

10 Based on the following rank these stores

Stores Ease of Alterexchange

In store Other facilityadvertisement

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

11 Among the given stores which do you think is the best Why

Acharya Institute of Technology Page 42

Shoppers Stop Limited

BIBLIOGRAPHY

Manuals and Reports

Acharya Institute of Technology Page 43

Shoppers Stop Limited

Company manuals company brochures and publications of retail outlets

magazines

Books

Research methodologies-Naresh Malhotra

Consumer behaviour-Leon Schiffman Lesile Lazar Kaunk

Retail management-Chetan Bajaj

Business research method-TATA McGraw Hill

Software

SPSS for data analysis

Web-sites

wwwgoogle co in

wwwretailbizcom

wwwscribdcom

wwwmarketingnpvcom

wwweulevicom

wwwshoppers stopcom

Acharya Institute of Technology Page 44

Shoppers Stop Limited

Table no - 32- Percentage analysis of No of Respondents

Shopping Frequency No of Respondents Percentage

Once in a month 100 66

Once in 2 month 31 21

Once in 6 month 19 13

Total 150 100

Analysis and Interpretation

The above charts depicts in the shopping frequency of the respondents and their No of

respondents It is observed that 66 of the respondents shop once in a month 21 shop

once in 2 months and 13 once in 6 months

Acharya Institute of Technology Page 12

Shoppers Stop Limited

Table no - 33- Percentage Analysis of Top of the mind stores and Respondents

Top of the Mind Store No of Respondents Percentage

Shoppersrsquo Stop 54 36

Lifestyle 53 353

Globus 6 4

Westside 11 73

Big Bazaar 3 2

Pantaloons 23 154

Total 150 100

Analysis and Interpretation

The above charts depict the Top of the mind store and their No of respondents It is

observed that 36 of the respondents say Shoppersrsquo Stop comes to their mind first when

Acharya Institute of Technology Page 13

Shoppers Stop Limited

they think of shopping for their family A close 353 of respondents say Lifestyle

comes to their mind first

Table no 34- Percentage Analysis of Favorite stores

Favorite stores No of Respondents Percentage

Shoppersrsquo Stop 35 23

Lifestyle 50 34

Globus 9 6

Westside 18 12

Big Bazaar 18 12

Pantaloons 20 13

Total 150 100

Analysis and Interpretation

The above chart depicts the Favorite store of the respondents and their No of respondents

It is observed that 343 of the respondents say Lifestyle is their favorite a store followed

Acharya Institute of Technology Page 14

Shoppers Stop Limited

by Pantaloons with 253 respondents in favor of it Shoppersrsquo Stop stands third in the

list of Favorite Store

32 Cross-tabulation of the Survey

Table no 35- Table showing Cross-tabulation between Age group and No of

respondents

No of Respondents

Age Group Once in a

month

Once in a 2

months

Once in a 6

months

TOTAL

16-24 76 19 13 108

25-32 23 11 5 39

33-40 1 0 0 1

41-48 0 1 1 1

TOTAL 100 31 19 150

Acharya Institute of Technology Page 15

Shoppers Stop Limited

Analysis and Interpretation

The above Table Depicts the Cross-tabulation between Age group and No of

Respondents

People usually visited in malls once in a month for many purpose like window

shopping outings shopping etc

Most population to visiting is malls are teenagers

Very few population or negligible populations are found of age group 41-48

Big malls support in India Economy as infrastructure wise revenue wise and

entertainment

Table no 36- Table showing Cross-tabulation between Gender and No of

Respondents

Acharya Institute of Technology Page 16

Shoppers Stop Limited

No of Respondents

Gender One in a

month

Once in 2

months

Once in 6

months

TOTAL

Male 55 26 15 96

Female 45 5 4 54

Total 100 31 19 150

Analysis and Interpretation

The above Table and Graphs Depicts the Cross-tabulation between Gender and No of

respondents-

It is focus on younger generation in a frequently malls

Above data show the increasing popularity of malls in youngster mind

Male respondents have higher in number ie male equally fashion oriented like

females

People generally visited the mall once in a month very few in 6th months

Acharya Institute of Technology Page 17

Shoppers Stop Limited

Table 37- Table showing Cross-tabulation between Age group and Top of mind

store

Top of Mind Store

Age

group

Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

16-24 34 44 4 8 2 16 108

25-32 19 8 2 3 1 6 39

33-40 1 0 0 0 0 0 1

41-48 0 1 0 0 0 1 2

Total 54 53 6 11 3 23 150

Analysis and Interpretation

The above Table Depicts the Cross-tabulation between Age group and Top of mind

store-

Lifestyle show the high pitch in 16-24 age groups because of Lifestyle itself a

Big Brand name in Fashion Industry

Lifestyle also contains Famous designer collection in their stores which is

responsible to attract more Fashion oriented people

Acharya Institute of Technology Page 18

Shoppers Stop Limited

Second position acquired by the Shoppersrsquo Stop because the segment area is

teenagers

Shoppersrsquo Stop use attractive print media and advertisements to attract the

customers

Shoppers Stop Brand Ambassadorsrsquo is Sharukh Khan which is great crush in

teenagers and they would like to copy his style in their Fashion Apparel

Table no - 38 Table showing Cross-tabulation between Gender and Top of mind

store

Acharya Institute of Technology Page 19

Shoppers Stop Limited

Top of Mind Store

Gender Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

Male 42 23 6 8 1 16 96

Female 12 30 0 3 2 7 54

Total 54 53 6 11 3 23 150

Analysis and Interpretation

The above Table and Graphs depicts the Cross-tabulation between Gender and Top of

mind store

In Fashionable worlds Shoppersrsquo Stop has success to grab the good position in

youngster mind

Teenagers attracted more towards Shoppers Stop due to diverse range of garments

in stores

Again male respondents are higher to the female respondents

Lifestyle gives good competition to the shoppersrsquo Stop capture large no of market

share as well as consumers perception

Table no - 39 Table showing Cross-tabulation between Gender and Favorite store

Acharya Institute of Technology Page 20

Shoppers Stop Limited

Favorite Store

Gender Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

Male 26 23 8 13 10 16 96

Female 9 27 1 5 24 8 54

Total 35 50 9 18 14 24 150

Analysis and Interpretation

The above Table depicts the Cross-tabulation between Gender and Favorite store-

Shoppersrsquo Stop is more popular brand store in male because it contains wide

range of malersquos collection

Lifestyle is more popular in female because Lifestyle organized fashion show and

it has own fashion academy for females

Big Bazaar is more popular in House Wives because it contains households

vegetable and garments items at very reasonable price

Big Bazaar gives attractive offer like 5 Din Maha Bachat Offers Sasta Budhvaar

etc

Acharya Institute of Technology Page 21

Shoppers Stop Limited

Table no - 310 Table showing Cross-tabulation between Age group and Favorite

store

Favorite Store

Age

group

Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

16-24 20 40 4 16 10 18 108

25-32 14 10 4 2 3 6 39

33-40 1 0 0 0 0 0 1

41-48 0 0 1 0 0 0 2

Total 35 50 9 18 13 25 150

Analysis and Interpretation

The above Table and Graphs Depicts the Cross-tabulation between Age group and

Favorite store-

Lifestyle show the high pitch in 16-24 age groups because of Lifestyle itself a

Big Brand name in Fashion Industry

Famous Fashion Designer collection keep in Lifestyle to become a favorite store

of youngsters

Acharya Institute of Technology Page 22

Shoppers Stop Limited

Second position acquired by the Shoppersrsquo Stop because the segment area is

teenagers

Negligible response in age group of 33-40 and 40-41 because people belongs to

old thoughts not interested in fashionable worlds

They believe in simple dressing like Saris Kurta Pajama

33 Mean Ranks of the Survey

Table no-311- Consolidated Mean Ranks of parameter for Benchmarking

Format

Stores

Outside

Appeal

Parking

Facility

Sales

Personnel

Sales

Personnel

Music Moving

Space

Arrangement

Acharya Institute of Technology Page 23

Shoppers Stop Limited

Friendliness Uniform

Shoppers

Stop

314 322 197 251 451 364 240

Lifestyle 256 275 271 361 241 268 169

Globus 333 490 381 400 217 522 411

Westside 381 290 359 308 375 395 379

Big Bazaar 552 317 555 521 541 354 550

Pantaloons 263 405 337 259 275 195 351

Analysis and Interpretation

Outside Appeal

It is observed that Lifestyle with the lowest mean rank is the first in outside appeal

Shoppersrsquo Stop with a mean rank of 314 stands third in this aspect

Parking Facility

Acharya Institute of Technology Page 24

Shoppers Stop Limited

It is observed that Lifestyle with the lowest mean rank is the first in this aspect closely

followed by Westside and Shoppersrsquo Stop 322 stands fourth in terms of parking facility

Sales Personnel ndash Friendliness

Shoppersrsquo Stop with the lowest mean rank of 197 stands first in this aspect followed by

Lifestyle and Pantaloons so on

Sales Personnel- Uniform

It is observed that Shoppersrsquo Stop with the lowest mean rank 251 is the first in this

aspect closely followed by Pantaloons ie 259 is the second

Music

It is observed that Globus with the mean rank of 217 stands first in this aspect followed

by Lifestyle and Pantaloons Shoppersrsquo Stop with a value of 451 stands fifth here

Moving space

The above table depicts the mean ranks of the store based on moving space availability

It is observed that Pantaloons with a mean rank of 197 stands first in this aspect

followed by Lifestyle and Shoppersrsquo Stop with a value of 364 stands fourth

Arrangement

The above table depicts the mean ranks of the store based on Arrangement of

merchandise It is observed that Lifestyle with a mean rank of 169 stands first Shoppersrsquo

Stop ranks second with a value of 240

Table no 311- Contdhellip

Format

Stores

Billing

counters

Trial

Rooms

Rest

Room amp

Drinking

Ease of

Location of

Desired

Range of

Garments

Range of

Accessories amp

Acharya Institute of Technology Page 25

Shoppers Stop Limited

Water Category other items

Shoppers

Stop

269 262 340 235 244 321

Lifestyle 220 203 294 159 227 232

Globus 461 472 493 460 477 442

Westside 363 362 222 359 435 452

Big

Bazaar

505 512 518 551 467 371

Pantaloo

ns

283 289 233 336 250 282

Analysis and Interpretations Contdhellip

Billing Counters

The above table depicts the mean ranks of the store based on Location and frequency of

billing counters It is observed that Lifestyle with a mean rank of 220 stands first

Shoppersrsquo Stop ranks second with a value of 269

Acharya Institute of Technology Page 26

Shoppers Stop Limited

Trial Rooms

The above table depicts the mean ranks of the store based on Location and frequency of

Trial rooms It is observed that Lifestyle with a mean rank of 203 stands first Shoppersrsquo

Stop stands second with a mean rank of 262

Rest Room and Drinking Facility

The above table depicts the mean ranks of the store based on restroom and drinking water

facilities It is observed that Westside with a mean rank of 222 stands first Shoppersrsquo

Stop stands fourth with a mean rank of 340

Ease of Location of Desired Category

It is observed that Lifestyle with a mean rank of 159 stands first Shoppersrsquo Stop stands

second with a mean rank of 235

Range of Garments

The above table depicts the mean ranks of the store based on Range of Garments the

Variety that the carry It is observed that Lifestyle stands first with a mean rank of 227

Shoppersrsquo Stop stands second with a mean rank of 244

Range of Accessories and other items

The above table depicts the mean ranks of the store based on Range of Accessories amp

other items like sunglasses footwear and fashion jewellery and a whole of lot items they

carry It is observed that Lifestyle with a mean rank of 232 stands first followed by

Pantaloons with 282 Shoppersrsquo Stop stands third with a mean rank of 321

Table no 311- Contdhellip

Format

Stores

Stores

Membership

schemes

Kids

Play

Area

Ease of

alterationsExchange

In-Store

Advertisement

Others

Acharya Institute of Technology Page 27

Shoppers Stop Limited

Shoppers

Stop

171 321 160 303 483

Lifestyle 202 298 222 329 351

Globus 363 523 383 249 528

Westside 354 248 401 405 207

Big Bazaar 558 469 563 557 323

Pantaloons 453 241 371 257 207

Analysis and Interpretation Contdhellip

Store Membership Schemes

Acharya Institute of Technology Page 28

Shoppers Stop Limited

The above table depicts the mean ranks of the store based on their loyalty

programmedStore membership Scheme It is observed that Shoppersrsquo Stop stands first

with a mean rank of 171 followed by lifestyle 202

Kid Play Area

A pantaloon stands first with a mean rank of 241 Shoppersrsquo Stop with a mean rank of

321 stands fourth in this aspect

Ease of AlterationsExchange

The above table depicts the mean ranks of the store based on Ease of alterations and

exchanges policy Shoppersrsquo Stop stand first in terms of ease with a mean rank of 160

followed by lifestyleA very few respondents said that they have done

Alterationexchanges at all (other stores) other than Big Bazar and hence ranked sixth

In-store Advertisement

The above table depicts the mean ranks of the store based on Advertisement In store of

the various brands they carry their various offer and so on Globus ranks first with a

mean rank of 249 followed by Pantaloons Shoppersrsquo Stop stands third in this aspect

Other Facilities

The above table depicts the mean ranks of the store based on the other facilities like

snack parlors sofas for customer to relax etc Westside (206) ranks first this is attributed

to these facilities at many malls which most of the respondents took while ranking This

is closly followed by Pantaloons Shoppersrsquo Stop stands fifth with a value of 483

Chapter IVAcharya Institute of Technology Page 29

Shoppers Stop Limited

SummaryFINDING amp INFERENCES

Acharya Institute of Technology Page 30

Shoppers Stop Limited

After analyzing the data collected the following were the findings and their

corresponding inferences

Shoppersrsquo Stop stands third in term of outside appeal with a mean rank of

314 This is because all players in this industry give high importance to their stores

outside appeal and some competitors have come out innovative looks for their stores

Shoppersrsquo Stop stands fourth in terms of parking facility with a mean rank of

322 This is because some competitors have a more spacious parking lot and also none of

other competitors collect a parking fee unlike Shoppersrsquo Stop

Shoppersrsquo Stop stands first in terms of sales personnel with a mean rank of

197 This is taking into account their friendliness knowledge uniform etc this is due to

the intensive training given to the sales personnel before they actually get on the floor

Shoppersrsquo Stop stands fifth with a mean rank of 451 with regards to music

played in store This is mainly due to the fact that many of the respondents felt that

Shoppersrsquo Stop plays the same old music over and over again

In terms of moving space inside the store Shoppersrsquo Stop stands fourth with a

mean rank of 364 This is because store like Pantaloons Lifestyle etc are more spacious

compared to Shoppersrsquo Stop Also at few places in the store more items are placed in

comparatively less space thus making movement difficult for customer

When it comes to the top of the mind recall 44 of the male respondents

said Shoppersrsquo Stop was at the top of the mind when it comes to shopping Similarly 56

of the female respondents responded in favor of lifestyle for the same From this it is

evident that women prefer lifestyle rather than Shoppersrsquo Stop

With regards to Arrangement of merchandise Shoppersrsquo Stop stands second

with mean rank of 240 Also Pantaloons which was observed to be most spacious does

not rank as good in terms of Arrangement of merchandise Many respondents felt that

even though there is enough space at Big Bazaar the arrangement of merchandise is not

at all appealing and hence it stands sixth in this aspect

Shoppersrsquo Stop stands second in terms of location and frequency of billing

counters This is because sufficient number of billing counter is placed at strategic

locations in the store Even though Big Bazaar has many billing counters it stands sixth

Acharya Institute of Technology Page 31

Shoppers Stop Limited

because a number of respondents are not satisfied with the number of billing counters at

Globus They felt that the number was very low

Similarly with regards to location and frequency of trial rooms Shoppersrsquo

Stop stands second with a mean rank of 262 Trial rooms again are available in

sufficient number at strategic locations in the store The reason for Big Bazaar standing

sixth in this aspect is again the fact that a number of respondents were not satisfied with

their location at centre points in the store Here again respondents felt that the number of

trial rooms at Globus is very Low and are not satisfied with the same

With regards Restroom and Drinking Water facilities Shoppersrsquo Stop with a

value of 340 stands fourth This is because the facilities is slightly old and is not

maintained as often as those in some other stores on the list New stores are giving very

high importance to cleanliness of such facilities and adding facilities like sensors and the

like

Shoppersrsquo Stop stands second in terms of Ease of location of desired category

with a mean rank of 235 This is mainly due to the fact that danglers indicating category

of items are hung all around the store Lifestyle has edge in this aspect because they are

cleaner and attractive compared to those at Shoppersrsquo Stop

Shoppersrsquo Stop stands second in terms of range of garments the variety in

various categories with a mean rank of 224 This is due to the fact that Shoppersrsquo Stop

carries garments in various ranges and also houses some brands which competitors do

not Even though Big Bazaar carries a wide ranges of garments some respondents felt it

is not as good as that in other stores and hence it stands fifth in this aspect

With regards to range of accessories and other items like footwear sunglasses

fashion jewellery etc Shoppersrsquo Stop stands third with a mean ranks of 321 This is

because footwear for both men and women fashion jewellery collection are very limited

Even though Big Bazaar houses a wide variety of items many respondents felt that the

collection was not good

Shoppersrsquo Stop stands first in terms of Store Membership schemes with the

lowest mean rank of 171 Shoppersrsquo Stop was pioneer in such schemes Even though a

few respondents felt that the entry constraints are more relaxed at some stores as

Acharya Institute of Technology Page 32

Shoppers Stop Limited

compared to Shoppersrsquo Stop it stands first because of various other reasons Respondents

are generally not very aware of the loyalty programmes at Big Bazaar and Pantaloons

When it comes to play area for kids Shoppersrsquo Stop stands fourth with a rank

of 321 In this aspect Westside stands seconds this is attributed to the kids Play Area at

the Shipra Mall Most of the respondents have ranked that for Westside The newer stores

are focusing more on such areas for kids

Shoppersrsquo Stop ranks first in terms of Ease of Alternations Exchanges of

merchandise This is because they follow a very efficient policy for alteration focusing on

not wasting customersrsquo time They have a very good policy for exchanges of merchandise

as well A very few respondents said they have done exchanges at all other stores than

Big Bazaar and hence ranked sixth

With regards to In-store advertisements the various brands they carry and that

of their store Shoppersrsquo Stop stand third in this with a mean rank of 303 Some stores do

not give importance to these while some stores like Globus attribute high importance

Shoppersrsquo Stop stands fifth in terms of other facilities like snack parlors sofas

for customer to relax etc Westside ranks first in this aspect This is attributed to these

facilities at the malls which most of the respondents took while ranking This is closely

followed by Pantaloons

A very high 72 of the respondents in the age group (16-24) and 59 in the

age group (25-32) shop once in a month In general a high portion of respondents shop

every month ie 67 This implies that most of the shoppers are students young

professionals etc

From the study it was evident that57 of the male respondents and a high

83 of the female respondents shop once in a month A very low 7 of the female

respondents shop once in 6 months In other words women shop very often than men

It is observed that36 of the total respondents said Shoppersrsquo Stop comes to

their mind first when they think of shopping for the family and a close35 responded in

favour of lifestyle This shows the wide spread awareness of Shoppersrsquo Stop Even

though competition is hotting up Shoppersrsquo Stop holds a high position in customer mind

Acharya Institute of Technology Page 33

Shoppers Stop Limited

Similarly 83 respondents who responded in favour of Lifestyle belonged to

the age group (16-24) In case of Shoppersrsquo Stop 63 respondents were in age group (16-

24) Hence Shoppersrsquo Stop is the top of the mind store in general and lifestyle is the top

of mind store of the youth

With regards to the age group of respondents it is observed that72 of the

respondents fall in the age group of 16-24 years and 26 fall in the age group of 25-32

years So it is mostly the youth who shop quite often in these stores

Similarly with regards to the shopping frequency of the respondents it is

observed that 66 of the respondents shop once in a month 21 shop once in 2 months

and 13 once in 6 months In general the shopping frequency is quite high

343 respondents say Lifestyle is their favourite store followed by

Pantaloons with 253 respondents in favour of it Shoppersrsquo Stop stands third in the list

of favourite stores The reason for this is that all players are doing their best in business

and in the process

Acharya Institute of Technology Page 34

Shoppers Stop Limited

RECOMMENDATIONS amp SUGGESTIONS

Given below are some of the RecommendationsSuggestions to improve or modify

service Standards and increase customer delight

Outside appeal of Shoppersrsquo Stop could be improved by adding more attractive

facades and windows Also the entire store on the outside could be repainted and make

more attractive than at present because looks matter always

Parking facility could be improved by having a permanent parking lot that should

be more spacious because during weekends when it is heavily crowded customer face

lots of the problem with regards to parking To overcome this problem appoint more

guards and implement coupon system and categorised parking like two wheelers as well

as four wheelers parking

Valet parking facility could be made available at least for first citizen card

holders

Sales personnel could be offered with some incentives from time to time on the

basis of their performance and motivation programme organised so that they do not

switch over to competitors which are found in increasing number at present as most of

them are part-timers

It is found that Shoppersrsquo Stop is not the best in terms of arrangement and moving

space Merchandise could be arranged in a way that the space is utilized more efficiently

thus creating enough moving space

Brands like Knit and Flat Knit that are not moving very well could be removed to

facilitate or increasing the offer

A separate portion in the store could be allocated for keeping old merchandise

that were not sold out and discount may be offered for the same as applicable

A snack parlour like pop corn corner chip etc a small area for Music ie World

space radio station could be added to the store The store essentially talks about shopping

as an experience Adding these would increase the time a customer spends at the store

and also add to additional revenue Most of the other Shoppersrsquo Stop outlets have these

facilities at present With competitors having these facilities and malls opening up all

around the city this becomes a necessity

Acharya Institute of Technology Page 35

Shoppers Stop Limited

Accessories like inexpensive fashion jewellery watches etc could be placed in

more attractive cases and kept in some centre point so that the customer find it easy to

check them out and this might induce a purchase

The footwear collection for the both men and women could be enhanced by

bringing in more variety like sports formal as well as causal wear There is very little

choice in this case at present

Interaction with customer could be increased by having various activities in the

store frequently and making customer part of these First citizen could be invited so that

their relationship with the store is strengthened and thus they could be retained and repeat

purchase could be induced

Shoppersrsquo Stop has been first mover in this category in many services offered

Some innovative ideas which are not similar to what is already being done by

competitors could be introduced to attract more customers and retain existing customers

Shoppersrsquo Stop can be spending a little more on promotion At present there is

virtually no advertisement of the store continuously It can go for ads in magazines and

also hoarding around the city just to serve as a reminder to customers Pantaloons and

Big Bazaar do more sale promotion activity to create a familiar position in young

generation customers mind

Cleanliness of rest area should be taken care of as frequently as required Even

these have an influence on the customer

Items like fashion accessories magazines could be kept near billing counters

These are items of impulse purchase and hence should be kept at these places

Acharya Institute of Technology Page 36

Shoppers Stop Limited

CONCLUSION

Benchmarking help to analysis the cost cycle time productivity or quality of specific

process Due to benchmarking process (best practice benchmarking) to study the

comparative study of competitive stores (lifestyle Globus Pantaloons etc) with

distinguish parameter

We found that Shoppersrsquo Stop was standing first in many parameters like Sales Personnel

Friendliness Sales Personnel Uniform Arrangement Billing Counters etc

Shoppersrsquo Stop a pioneer in the lifestyle segment of retail store has heavy competition to

put up with In this process it is getting off the top spot which is used to occupy for

years but certainly not losing way With a few innovative ideas and slight modifications

to the existing system it can surely regain the top spot It is interesting to note that

Shoppersrsquo Stop is still the first choice in the customer mind when it comes to shopping It

should leverage on its strong position and let more customers ldquoSTART SOMETHING

NEWrdquo

Acharya Institute of Technology Page 37

Shoppers Stop Limited

ANNEXURE

QUESTIONNAIRE

Personal Information

Name _______________________

Age - 16-24 25-32 33-40 4-48 Above 48

Gender - Male Female

Marital status - Single Married

1 When you think shopping for your family which store comes to your mind first

Shoppersrsquo stop Lifestyle Globus Westside

Big bazaar Pantaloons

2 How frequently do you shop

Once in month Once in 2 months Once in 6 months

3 Based on the Outside appeal ( name boards posters etchellip) and parking facilities rank these stores (note Rank from 1 to 6 1- Best to 6- Worst)

Acharya Institute of Technology Page 38

Shoppers Stop Limited

Stores Parking Facility (space)

Outside appeal (facades windows etc)

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

4 Rank the Sales Personnel of these stores based on the following Attributes

Stores Attentive Friendliness

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

5 Based on the following In-Store Attributes rank the stores

Acharya Institute of Technology Page 39

Shoppers Stop Limited

Stores Music Moving Space Arrangements

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

6 Based on the location and frequency of the following rank these stores

Stores Billing Counters Trial Rooms

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

7 Based on the restrooms and drinking facilities rank these stores

Acharya Institute of Technology Page 40

Shoppers Stop Limited

Stores Rest Room Drinking Facility

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

8 Based on the following attributes rank these stores

Stores Ease of location of desired category

Range of garment Range of acc

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

9 Based on the following factors rank these stores

Acharya Institute of Technology Page 41

Shoppers Stop Limited

Stores Membership Kids Play Area

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

10 Based on the following rank these stores

Stores Ease of Alterexchange

In store Other facilityadvertisement

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

11 Among the given stores which do you think is the best Why

Acharya Institute of Technology Page 42

Shoppers Stop Limited

BIBLIOGRAPHY

Manuals and Reports

Acharya Institute of Technology Page 43

Shoppers Stop Limited

Company manuals company brochures and publications of retail outlets

magazines

Books

Research methodologies-Naresh Malhotra

Consumer behaviour-Leon Schiffman Lesile Lazar Kaunk

Retail management-Chetan Bajaj

Business research method-TATA McGraw Hill

Software

SPSS for data analysis

Web-sites

wwwgoogle co in

wwwretailbizcom

wwwscribdcom

wwwmarketingnpvcom

wwweulevicom

wwwshoppers stopcom

Acharya Institute of Technology Page 44

Shoppers Stop Limited

Table no - 33- Percentage Analysis of Top of the mind stores and Respondents

Top of the Mind Store No of Respondents Percentage

Shoppersrsquo Stop 54 36

Lifestyle 53 353

Globus 6 4

Westside 11 73

Big Bazaar 3 2

Pantaloons 23 154

Total 150 100

Analysis and Interpretation

The above charts depict the Top of the mind store and their No of respondents It is

observed that 36 of the respondents say Shoppersrsquo Stop comes to their mind first when

Acharya Institute of Technology Page 13

Shoppers Stop Limited

they think of shopping for their family A close 353 of respondents say Lifestyle

comes to their mind first

Table no 34- Percentage Analysis of Favorite stores

Favorite stores No of Respondents Percentage

Shoppersrsquo Stop 35 23

Lifestyle 50 34

Globus 9 6

Westside 18 12

Big Bazaar 18 12

Pantaloons 20 13

Total 150 100

Analysis and Interpretation

The above chart depicts the Favorite store of the respondents and their No of respondents

It is observed that 343 of the respondents say Lifestyle is their favorite a store followed

Acharya Institute of Technology Page 14

Shoppers Stop Limited

by Pantaloons with 253 respondents in favor of it Shoppersrsquo Stop stands third in the

list of Favorite Store

32 Cross-tabulation of the Survey

Table no 35- Table showing Cross-tabulation between Age group and No of

respondents

No of Respondents

Age Group Once in a

month

Once in a 2

months

Once in a 6

months

TOTAL

16-24 76 19 13 108

25-32 23 11 5 39

33-40 1 0 0 1

41-48 0 1 1 1

TOTAL 100 31 19 150

Acharya Institute of Technology Page 15

Shoppers Stop Limited

Analysis and Interpretation

The above Table Depicts the Cross-tabulation between Age group and No of

Respondents

People usually visited in malls once in a month for many purpose like window

shopping outings shopping etc

Most population to visiting is malls are teenagers

Very few population or negligible populations are found of age group 41-48

Big malls support in India Economy as infrastructure wise revenue wise and

entertainment

Table no 36- Table showing Cross-tabulation between Gender and No of

Respondents

Acharya Institute of Technology Page 16

Shoppers Stop Limited

No of Respondents

Gender One in a

month

Once in 2

months

Once in 6

months

TOTAL

Male 55 26 15 96

Female 45 5 4 54

Total 100 31 19 150

Analysis and Interpretation

The above Table and Graphs Depicts the Cross-tabulation between Gender and No of

respondents-

It is focus on younger generation in a frequently malls

Above data show the increasing popularity of malls in youngster mind

Male respondents have higher in number ie male equally fashion oriented like

females

People generally visited the mall once in a month very few in 6th months

Acharya Institute of Technology Page 17

Shoppers Stop Limited

Table 37- Table showing Cross-tabulation between Age group and Top of mind

store

Top of Mind Store

Age

group

Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

16-24 34 44 4 8 2 16 108

25-32 19 8 2 3 1 6 39

33-40 1 0 0 0 0 0 1

41-48 0 1 0 0 0 1 2

Total 54 53 6 11 3 23 150

Analysis and Interpretation

The above Table Depicts the Cross-tabulation between Age group and Top of mind

store-

Lifestyle show the high pitch in 16-24 age groups because of Lifestyle itself a

Big Brand name in Fashion Industry

Lifestyle also contains Famous designer collection in their stores which is

responsible to attract more Fashion oriented people

Acharya Institute of Technology Page 18

Shoppers Stop Limited

Second position acquired by the Shoppersrsquo Stop because the segment area is

teenagers

Shoppersrsquo Stop use attractive print media and advertisements to attract the

customers

Shoppers Stop Brand Ambassadorsrsquo is Sharukh Khan which is great crush in

teenagers and they would like to copy his style in their Fashion Apparel

Table no - 38 Table showing Cross-tabulation between Gender and Top of mind

store

Acharya Institute of Technology Page 19

Shoppers Stop Limited

Top of Mind Store

Gender Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

Male 42 23 6 8 1 16 96

Female 12 30 0 3 2 7 54

Total 54 53 6 11 3 23 150

Analysis and Interpretation

The above Table and Graphs depicts the Cross-tabulation between Gender and Top of

mind store

In Fashionable worlds Shoppersrsquo Stop has success to grab the good position in

youngster mind

Teenagers attracted more towards Shoppers Stop due to diverse range of garments

in stores

Again male respondents are higher to the female respondents

Lifestyle gives good competition to the shoppersrsquo Stop capture large no of market

share as well as consumers perception

Table no - 39 Table showing Cross-tabulation between Gender and Favorite store

Acharya Institute of Technology Page 20

Shoppers Stop Limited

Favorite Store

Gender Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

Male 26 23 8 13 10 16 96

Female 9 27 1 5 24 8 54

Total 35 50 9 18 14 24 150

Analysis and Interpretation

The above Table depicts the Cross-tabulation between Gender and Favorite store-

Shoppersrsquo Stop is more popular brand store in male because it contains wide

range of malersquos collection

Lifestyle is more popular in female because Lifestyle organized fashion show and

it has own fashion academy for females

Big Bazaar is more popular in House Wives because it contains households

vegetable and garments items at very reasonable price

Big Bazaar gives attractive offer like 5 Din Maha Bachat Offers Sasta Budhvaar

etc

Acharya Institute of Technology Page 21

Shoppers Stop Limited

Table no - 310 Table showing Cross-tabulation between Age group and Favorite

store

Favorite Store

Age

group

Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

16-24 20 40 4 16 10 18 108

25-32 14 10 4 2 3 6 39

33-40 1 0 0 0 0 0 1

41-48 0 0 1 0 0 0 2

Total 35 50 9 18 13 25 150

Analysis and Interpretation

The above Table and Graphs Depicts the Cross-tabulation between Age group and

Favorite store-

Lifestyle show the high pitch in 16-24 age groups because of Lifestyle itself a

Big Brand name in Fashion Industry

Famous Fashion Designer collection keep in Lifestyle to become a favorite store

of youngsters

Acharya Institute of Technology Page 22

Shoppers Stop Limited

Second position acquired by the Shoppersrsquo Stop because the segment area is

teenagers

Negligible response in age group of 33-40 and 40-41 because people belongs to

old thoughts not interested in fashionable worlds

They believe in simple dressing like Saris Kurta Pajama

33 Mean Ranks of the Survey

Table no-311- Consolidated Mean Ranks of parameter for Benchmarking

Format

Stores

Outside

Appeal

Parking

Facility

Sales

Personnel

Sales

Personnel

Music Moving

Space

Arrangement

Acharya Institute of Technology Page 23

Shoppers Stop Limited

Friendliness Uniform

Shoppers

Stop

314 322 197 251 451 364 240

Lifestyle 256 275 271 361 241 268 169

Globus 333 490 381 400 217 522 411

Westside 381 290 359 308 375 395 379

Big Bazaar 552 317 555 521 541 354 550

Pantaloons 263 405 337 259 275 195 351

Analysis and Interpretation

Outside Appeal

It is observed that Lifestyle with the lowest mean rank is the first in outside appeal

Shoppersrsquo Stop with a mean rank of 314 stands third in this aspect

Parking Facility

Acharya Institute of Technology Page 24

Shoppers Stop Limited

It is observed that Lifestyle with the lowest mean rank is the first in this aspect closely

followed by Westside and Shoppersrsquo Stop 322 stands fourth in terms of parking facility

Sales Personnel ndash Friendliness

Shoppersrsquo Stop with the lowest mean rank of 197 stands first in this aspect followed by

Lifestyle and Pantaloons so on

Sales Personnel- Uniform

It is observed that Shoppersrsquo Stop with the lowest mean rank 251 is the first in this

aspect closely followed by Pantaloons ie 259 is the second

Music

It is observed that Globus with the mean rank of 217 stands first in this aspect followed

by Lifestyle and Pantaloons Shoppersrsquo Stop with a value of 451 stands fifth here

Moving space

The above table depicts the mean ranks of the store based on moving space availability

It is observed that Pantaloons with a mean rank of 197 stands first in this aspect

followed by Lifestyle and Shoppersrsquo Stop with a value of 364 stands fourth

Arrangement

The above table depicts the mean ranks of the store based on Arrangement of

merchandise It is observed that Lifestyle with a mean rank of 169 stands first Shoppersrsquo

Stop ranks second with a value of 240

Table no 311- Contdhellip

Format

Stores

Billing

counters

Trial

Rooms

Rest

Room amp

Drinking

Ease of

Location of

Desired

Range of

Garments

Range of

Accessories amp

Acharya Institute of Technology Page 25

Shoppers Stop Limited

Water Category other items

Shoppers

Stop

269 262 340 235 244 321

Lifestyle 220 203 294 159 227 232

Globus 461 472 493 460 477 442

Westside 363 362 222 359 435 452

Big

Bazaar

505 512 518 551 467 371

Pantaloo

ns

283 289 233 336 250 282

Analysis and Interpretations Contdhellip

Billing Counters

The above table depicts the mean ranks of the store based on Location and frequency of

billing counters It is observed that Lifestyle with a mean rank of 220 stands first

Shoppersrsquo Stop ranks second with a value of 269

Acharya Institute of Technology Page 26

Shoppers Stop Limited

Trial Rooms

The above table depicts the mean ranks of the store based on Location and frequency of

Trial rooms It is observed that Lifestyle with a mean rank of 203 stands first Shoppersrsquo

Stop stands second with a mean rank of 262

Rest Room and Drinking Facility

The above table depicts the mean ranks of the store based on restroom and drinking water

facilities It is observed that Westside with a mean rank of 222 stands first Shoppersrsquo

Stop stands fourth with a mean rank of 340

Ease of Location of Desired Category

It is observed that Lifestyle with a mean rank of 159 stands first Shoppersrsquo Stop stands

second with a mean rank of 235

Range of Garments

The above table depicts the mean ranks of the store based on Range of Garments the

Variety that the carry It is observed that Lifestyle stands first with a mean rank of 227

Shoppersrsquo Stop stands second with a mean rank of 244

Range of Accessories and other items

The above table depicts the mean ranks of the store based on Range of Accessories amp

other items like sunglasses footwear and fashion jewellery and a whole of lot items they

carry It is observed that Lifestyle with a mean rank of 232 stands first followed by

Pantaloons with 282 Shoppersrsquo Stop stands third with a mean rank of 321

Table no 311- Contdhellip

Format

Stores

Stores

Membership

schemes

Kids

Play

Area

Ease of

alterationsExchange

In-Store

Advertisement

Others

Acharya Institute of Technology Page 27

Shoppers Stop Limited

Shoppers

Stop

171 321 160 303 483

Lifestyle 202 298 222 329 351

Globus 363 523 383 249 528

Westside 354 248 401 405 207

Big Bazaar 558 469 563 557 323

Pantaloons 453 241 371 257 207

Analysis and Interpretation Contdhellip

Store Membership Schemes

Acharya Institute of Technology Page 28

Shoppers Stop Limited

The above table depicts the mean ranks of the store based on their loyalty

programmedStore membership Scheme It is observed that Shoppersrsquo Stop stands first

with a mean rank of 171 followed by lifestyle 202

Kid Play Area

A pantaloon stands first with a mean rank of 241 Shoppersrsquo Stop with a mean rank of

321 stands fourth in this aspect

Ease of AlterationsExchange

The above table depicts the mean ranks of the store based on Ease of alterations and

exchanges policy Shoppersrsquo Stop stand first in terms of ease with a mean rank of 160

followed by lifestyleA very few respondents said that they have done

Alterationexchanges at all (other stores) other than Big Bazar and hence ranked sixth

In-store Advertisement

The above table depicts the mean ranks of the store based on Advertisement In store of

the various brands they carry their various offer and so on Globus ranks first with a

mean rank of 249 followed by Pantaloons Shoppersrsquo Stop stands third in this aspect

Other Facilities

The above table depicts the mean ranks of the store based on the other facilities like

snack parlors sofas for customer to relax etc Westside (206) ranks first this is attributed

to these facilities at many malls which most of the respondents took while ranking This

is closly followed by Pantaloons Shoppersrsquo Stop stands fifth with a value of 483

Chapter IVAcharya Institute of Technology Page 29

Shoppers Stop Limited

SummaryFINDING amp INFERENCES

Acharya Institute of Technology Page 30

Shoppers Stop Limited

After analyzing the data collected the following were the findings and their

corresponding inferences

Shoppersrsquo Stop stands third in term of outside appeal with a mean rank of

314 This is because all players in this industry give high importance to their stores

outside appeal and some competitors have come out innovative looks for their stores

Shoppersrsquo Stop stands fourth in terms of parking facility with a mean rank of

322 This is because some competitors have a more spacious parking lot and also none of

other competitors collect a parking fee unlike Shoppersrsquo Stop

Shoppersrsquo Stop stands first in terms of sales personnel with a mean rank of

197 This is taking into account their friendliness knowledge uniform etc this is due to

the intensive training given to the sales personnel before they actually get on the floor

Shoppersrsquo Stop stands fifth with a mean rank of 451 with regards to music

played in store This is mainly due to the fact that many of the respondents felt that

Shoppersrsquo Stop plays the same old music over and over again

In terms of moving space inside the store Shoppersrsquo Stop stands fourth with a

mean rank of 364 This is because store like Pantaloons Lifestyle etc are more spacious

compared to Shoppersrsquo Stop Also at few places in the store more items are placed in

comparatively less space thus making movement difficult for customer

When it comes to the top of the mind recall 44 of the male respondents

said Shoppersrsquo Stop was at the top of the mind when it comes to shopping Similarly 56

of the female respondents responded in favor of lifestyle for the same From this it is

evident that women prefer lifestyle rather than Shoppersrsquo Stop

With regards to Arrangement of merchandise Shoppersrsquo Stop stands second

with mean rank of 240 Also Pantaloons which was observed to be most spacious does

not rank as good in terms of Arrangement of merchandise Many respondents felt that

even though there is enough space at Big Bazaar the arrangement of merchandise is not

at all appealing and hence it stands sixth in this aspect

Shoppersrsquo Stop stands second in terms of location and frequency of billing

counters This is because sufficient number of billing counter is placed at strategic

locations in the store Even though Big Bazaar has many billing counters it stands sixth

Acharya Institute of Technology Page 31

Shoppers Stop Limited

because a number of respondents are not satisfied with the number of billing counters at

Globus They felt that the number was very low

Similarly with regards to location and frequency of trial rooms Shoppersrsquo

Stop stands second with a mean rank of 262 Trial rooms again are available in

sufficient number at strategic locations in the store The reason for Big Bazaar standing

sixth in this aspect is again the fact that a number of respondents were not satisfied with

their location at centre points in the store Here again respondents felt that the number of

trial rooms at Globus is very Low and are not satisfied with the same

With regards Restroom and Drinking Water facilities Shoppersrsquo Stop with a

value of 340 stands fourth This is because the facilities is slightly old and is not

maintained as often as those in some other stores on the list New stores are giving very

high importance to cleanliness of such facilities and adding facilities like sensors and the

like

Shoppersrsquo Stop stands second in terms of Ease of location of desired category

with a mean rank of 235 This is mainly due to the fact that danglers indicating category

of items are hung all around the store Lifestyle has edge in this aspect because they are

cleaner and attractive compared to those at Shoppersrsquo Stop

Shoppersrsquo Stop stands second in terms of range of garments the variety in

various categories with a mean rank of 224 This is due to the fact that Shoppersrsquo Stop

carries garments in various ranges and also houses some brands which competitors do

not Even though Big Bazaar carries a wide ranges of garments some respondents felt it

is not as good as that in other stores and hence it stands fifth in this aspect

With regards to range of accessories and other items like footwear sunglasses

fashion jewellery etc Shoppersrsquo Stop stands third with a mean ranks of 321 This is

because footwear for both men and women fashion jewellery collection are very limited

Even though Big Bazaar houses a wide variety of items many respondents felt that the

collection was not good

Shoppersrsquo Stop stands first in terms of Store Membership schemes with the

lowest mean rank of 171 Shoppersrsquo Stop was pioneer in such schemes Even though a

few respondents felt that the entry constraints are more relaxed at some stores as

Acharya Institute of Technology Page 32

Shoppers Stop Limited

compared to Shoppersrsquo Stop it stands first because of various other reasons Respondents

are generally not very aware of the loyalty programmes at Big Bazaar and Pantaloons

When it comes to play area for kids Shoppersrsquo Stop stands fourth with a rank

of 321 In this aspect Westside stands seconds this is attributed to the kids Play Area at

the Shipra Mall Most of the respondents have ranked that for Westside The newer stores

are focusing more on such areas for kids

Shoppersrsquo Stop ranks first in terms of Ease of Alternations Exchanges of

merchandise This is because they follow a very efficient policy for alteration focusing on

not wasting customersrsquo time They have a very good policy for exchanges of merchandise

as well A very few respondents said they have done exchanges at all other stores than

Big Bazaar and hence ranked sixth

With regards to In-store advertisements the various brands they carry and that

of their store Shoppersrsquo Stop stand third in this with a mean rank of 303 Some stores do

not give importance to these while some stores like Globus attribute high importance

Shoppersrsquo Stop stands fifth in terms of other facilities like snack parlors sofas

for customer to relax etc Westside ranks first in this aspect This is attributed to these

facilities at the malls which most of the respondents took while ranking This is closely

followed by Pantaloons

A very high 72 of the respondents in the age group (16-24) and 59 in the

age group (25-32) shop once in a month In general a high portion of respondents shop

every month ie 67 This implies that most of the shoppers are students young

professionals etc

From the study it was evident that57 of the male respondents and a high

83 of the female respondents shop once in a month A very low 7 of the female

respondents shop once in 6 months In other words women shop very often than men

It is observed that36 of the total respondents said Shoppersrsquo Stop comes to

their mind first when they think of shopping for the family and a close35 responded in

favour of lifestyle This shows the wide spread awareness of Shoppersrsquo Stop Even

though competition is hotting up Shoppersrsquo Stop holds a high position in customer mind

Acharya Institute of Technology Page 33

Shoppers Stop Limited

Similarly 83 respondents who responded in favour of Lifestyle belonged to

the age group (16-24) In case of Shoppersrsquo Stop 63 respondents were in age group (16-

24) Hence Shoppersrsquo Stop is the top of the mind store in general and lifestyle is the top

of mind store of the youth

With regards to the age group of respondents it is observed that72 of the

respondents fall in the age group of 16-24 years and 26 fall in the age group of 25-32

years So it is mostly the youth who shop quite often in these stores

Similarly with regards to the shopping frequency of the respondents it is

observed that 66 of the respondents shop once in a month 21 shop once in 2 months

and 13 once in 6 months In general the shopping frequency is quite high

343 respondents say Lifestyle is their favourite store followed by

Pantaloons with 253 respondents in favour of it Shoppersrsquo Stop stands third in the list

of favourite stores The reason for this is that all players are doing their best in business

and in the process

Acharya Institute of Technology Page 34

Shoppers Stop Limited

RECOMMENDATIONS amp SUGGESTIONS

Given below are some of the RecommendationsSuggestions to improve or modify

service Standards and increase customer delight

Outside appeal of Shoppersrsquo Stop could be improved by adding more attractive

facades and windows Also the entire store on the outside could be repainted and make

more attractive than at present because looks matter always

Parking facility could be improved by having a permanent parking lot that should

be more spacious because during weekends when it is heavily crowded customer face

lots of the problem with regards to parking To overcome this problem appoint more

guards and implement coupon system and categorised parking like two wheelers as well

as four wheelers parking

Valet parking facility could be made available at least for first citizen card

holders

Sales personnel could be offered with some incentives from time to time on the

basis of their performance and motivation programme organised so that they do not

switch over to competitors which are found in increasing number at present as most of

them are part-timers

It is found that Shoppersrsquo Stop is not the best in terms of arrangement and moving

space Merchandise could be arranged in a way that the space is utilized more efficiently

thus creating enough moving space

Brands like Knit and Flat Knit that are not moving very well could be removed to

facilitate or increasing the offer

A separate portion in the store could be allocated for keeping old merchandise

that were not sold out and discount may be offered for the same as applicable

A snack parlour like pop corn corner chip etc a small area for Music ie World

space radio station could be added to the store The store essentially talks about shopping

as an experience Adding these would increase the time a customer spends at the store

and also add to additional revenue Most of the other Shoppersrsquo Stop outlets have these

facilities at present With competitors having these facilities and malls opening up all

around the city this becomes a necessity

Acharya Institute of Technology Page 35

Shoppers Stop Limited

Accessories like inexpensive fashion jewellery watches etc could be placed in

more attractive cases and kept in some centre point so that the customer find it easy to

check them out and this might induce a purchase

The footwear collection for the both men and women could be enhanced by

bringing in more variety like sports formal as well as causal wear There is very little

choice in this case at present

Interaction with customer could be increased by having various activities in the

store frequently and making customer part of these First citizen could be invited so that

their relationship with the store is strengthened and thus they could be retained and repeat

purchase could be induced

Shoppersrsquo Stop has been first mover in this category in many services offered

Some innovative ideas which are not similar to what is already being done by

competitors could be introduced to attract more customers and retain existing customers

Shoppersrsquo Stop can be spending a little more on promotion At present there is

virtually no advertisement of the store continuously It can go for ads in magazines and

also hoarding around the city just to serve as a reminder to customers Pantaloons and

Big Bazaar do more sale promotion activity to create a familiar position in young

generation customers mind

Cleanliness of rest area should be taken care of as frequently as required Even

these have an influence on the customer

Items like fashion accessories magazines could be kept near billing counters

These are items of impulse purchase and hence should be kept at these places

Acharya Institute of Technology Page 36

Shoppers Stop Limited

CONCLUSION

Benchmarking help to analysis the cost cycle time productivity or quality of specific

process Due to benchmarking process (best practice benchmarking) to study the

comparative study of competitive stores (lifestyle Globus Pantaloons etc) with

distinguish parameter

We found that Shoppersrsquo Stop was standing first in many parameters like Sales Personnel

Friendliness Sales Personnel Uniform Arrangement Billing Counters etc

Shoppersrsquo Stop a pioneer in the lifestyle segment of retail store has heavy competition to

put up with In this process it is getting off the top spot which is used to occupy for

years but certainly not losing way With a few innovative ideas and slight modifications

to the existing system it can surely regain the top spot It is interesting to note that

Shoppersrsquo Stop is still the first choice in the customer mind when it comes to shopping It

should leverage on its strong position and let more customers ldquoSTART SOMETHING

NEWrdquo

Acharya Institute of Technology Page 37

Shoppers Stop Limited

ANNEXURE

QUESTIONNAIRE

Personal Information

Name _______________________

Age - 16-24 25-32 33-40 4-48 Above 48

Gender - Male Female

Marital status - Single Married

1 When you think shopping for your family which store comes to your mind first

Shoppersrsquo stop Lifestyle Globus Westside

Big bazaar Pantaloons

2 How frequently do you shop

Once in month Once in 2 months Once in 6 months

3 Based on the Outside appeal ( name boards posters etchellip) and parking facilities rank these stores (note Rank from 1 to 6 1- Best to 6- Worst)

Acharya Institute of Technology Page 38

Shoppers Stop Limited

Stores Parking Facility (space)

Outside appeal (facades windows etc)

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

4 Rank the Sales Personnel of these stores based on the following Attributes

Stores Attentive Friendliness

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

5 Based on the following In-Store Attributes rank the stores

Acharya Institute of Technology Page 39

Shoppers Stop Limited

Stores Music Moving Space Arrangements

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

6 Based on the location and frequency of the following rank these stores

Stores Billing Counters Trial Rooms

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

7 Based on the restrooms and drinking facilities rank these stores

Acharya Institute of Technology Page 40

Shoppers Stop Limited

Stores Rest Room Drinking Facility

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

8 Based on the following attributes rank these stores

Stores Ease of location of desired category

Range of garment Range of acc

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

9 Based on the following factors rank these stores

Acharya Institute of Technology Page 41

Shoppers Stop Limited

Stores Membership Kids Play Area

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

10 Based on the following rank these stores

Stores Ease of Alterexchange

In store Other facilityadvertisement

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

11 Among the given stores which do you think is the best Why

Acharya Institute of Technology Page 42

Shoppers Stop Limited

BIBLIOGRAPHY

Manuals and Reports

Acharya Institute of Technology Page 43

Shoppers Stop Limited

Company manuals company brochures and publications of retail outlets

magazines

Books

Research methodologies-Naresh Malhotra

Consumer behaviour-Leon Schiffman Lesile Lazar Kaunk

Retail management-Chetan Bajaj

Business research method-TATA McGraw Hill

Software

SPSS for data analysis

Web-sites

wwwgoogle co in

wwwretailbizcom

wwwscribdcom

wwwmarketingnpvcom

wwweulevicom

wwwshoppers stopcom

Acharya Institute of Technology Page 44

Shoppers Stop Limited

they think of shopping for their family A close 353 of respondents say Lifestyle

comes to their mind first

Table no 34- Percentage Analysis of Favorite stores

Favorite stores No of Respondents Percentage

Shoppersrsquo Stop 35 23

Lifestyle 50 34

Globus 9 6

Westside 18 12

Big Bazaar 18 12

Pantaloons 20 13

Total 150 100

Analysis and Interpretation

The above chart depicts the Favorite store of the respondents and their No of respondents

It is observed that 343 of the respondents say Lifestyle is their favorite a store followed

Acharya Institute of Technology Page 14

Shoppers Stop Limited

by Pantaloons with 253 respondents in favor of it Shoppersrsquo Stop stands third in the

list of Favorite Store

32 Cross-tabulation of the Survey

Table no 35- Table showing Cross-tabulation between Age group and No of

respondents

No of Respondents

Age Group Once in a

month

Once in a 2

months

Once in a 6

months

TOTAL

16-24 76 19 13 108

25-32 23 11 5 39

33-40 1 0 0 1

41-48 0 1 1 1

TOTAL 100 31 19 150

Acharya Institute of Technology Page 15

Shoppers Stop Limited

Analysis and Interpretation

The above Table Depicts the Cross-tabulation between Age group and No of

Respondents

People usually visited in malls once in a month for many purpose like window

shopping outings shopping etc

Most population to visiting is malls are teenagers

Very few population or negligible populations are found of age group 41-48

Big malls support in India Economy as infrastructure wise revenue wise and

entertainment

Table no 36- Table showing Cross-tabulation between Gender and No of

Respondents

Acharya Institute of Technology Page 16

Shoppers Stop Limited

No of Respondents

Gender One in a

month

Once in 2

months

Once in 6

months

TOTAL

Male 55 26 15 96

Female 45 5 4 54

Total 100 31 19 150

Analysis and Interpretation

The above Table and Graphs Depicts the Cross-tabulation between Gender and No of

respondents-

It is focus on younger generation in a frequently malls

Above data show the increasing popularity of malls in youngster mind

Male respondents have higher in number ie male equally fashion oriented like

females

People generally visited the mall once in a month very few in 6th months

Acharya Institute of Technology Page 17

Shoppers Stop Limited

Table 37- Table showing Cross-tabulation between Age group and Top of mind

store

Top of Mind Store

Age

group

Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

16-24 34 44 4 8 2 16 108

25-32 19 8 2 3 1 6 39

33-40 1 0 0 0 0 0 1

41-48 0 1 0 0 0 1 2

Total 54 53 6 11 3 23 150

Analysis and Interpretation

The above Table Depicts the Cross-tabulation between Age group and Top of mind

store-

Lifestyle show the high pitch in 16-24 age groups because of Lifestyle itself a

Big Brand name in Fashion Industry

Lifestyle also contains Famous designer collection in their stores which is

responsible to attract more Fashion oriented people

Acharya Institute of Technology Page 18

Shoppers Stop Limited

Second position acquired by the Shoppersrsquo Stop because the segment area is

teenagers

Shoppersrsquo Stop use attractive print media and advertisements to attract the

customers

Shoppers Stop Brand Ambassadorsrsquo is Sharukh Khan which is great crush in

teenagers and they would like to copy his style in their Fashion Apparel

Table no - 38 Table showing Cross-tabulation between Gender and Top of mind

store

Acharya Institute of Technology Page 19

Shoppers Stop Limited

Top of Mind Store

Gender Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

Male 42 23 6 8 1 16 96

Female 12 30 0 3 2 7 54

Total 54 53 6 11 3 23 150

Analysis and Interpretation

The above Table and Graphs depicts the Cross-tabulation between Gender and Top of

mind store

In Fashionable worlds Shoppersrsquo Stop has success to grab the good position in

youngster mind

Teenagers attracted more towards Shoppers Stop due to diverse range of garments

in stores

Again male respondents are higher to the female respondents

Lifestyle gives good competition to the shoppersrsquo Stop capture large no of market

share as well as consumers perception

Table no - 39 Table showing Cross-tabulation between Gender and Favorite store

Acharya Institute of Technology Page 20

Shoppers Stop Limited

Favorite Store

Gender Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

Male 26 23 8 13 10 16 96

Female 9 27 1 5 24 8 54

Total 35 50 9 18 14 24 150

Analysis and Interpretation

The above Table depicts the Cross-tabulation between Gender and Favorite store-

Shoppersrsquo Stop is more popular brand store in male because it contains wide

range of malersquos collection

Lifestyle is more popular in female because Lifestyle organized fashion show and

it has own fashion academy for females

Big Bazaar is more popular in House Wives because it contains households

vegetable and garments items at very reasonable price

Big Bazaar gives attractive offer like 5 Din Maha Bachat Offers Sasta Budhvaar

etc

Acharya Institute of Technology Page 21

Shoppers Stop Limited

Table no - 310 Table showing Cross-tabulation between Age group and Favorite

store

Favorite Store

Age

group

Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

16-24 20 40 4 16 10 18 108

25-32 14 10 4 2 3 6 39

33-40 1 0 0 0 0 0 1

41-48 0 0 1 0 0 0 2

Total 35 50 9 18 13 25 150

Analysis and Interpretation

The above Table and Graphs Depicts the Cross-tabulation between Age group and

Favorite store-

Lifestyle show the high pitch in 16-24 age groups because of Lifestyle itself a

Big Brand name in Fashion Industry

Famous Fashion Designer collection keep in Lifestyle to become a favorite store

of youngsters

Acharya Institute of Technology Page 22

Shoppers Stop Limited

Second position acquired by the Shoppersrsquo Stop because the segment area is

teenagers

Negligible response in age group of 33-40 and 40-41 because people belongs to

old thoughts not interested in fashionable worlds

They believe in simple dressing like Saris Kurta Pajama

33 Mean Ranks of the Survey

Table no-311- Consolidated Mean Ranks of parameter for Benchmarking

Format

Stores

Outside

Appeal

Parking

Facility

Sales

Personnel

Sales

Personnel

Music Moving

Space

Arrangement

Acharya Institute of Technology Page 23

Shoppers Stop Limited

Friendliness Uniform

Shoppers

Stop

314 322 197 251 451 364 240

Lifestyle 256 275 271 361 241 268 169

Globus 333 490 381 400 217 522 411

Westside 381 290 359 308 375 395 379

Big Bazaar 552 317 555 521 541 354 550

Pantaloons 263 405 337 259 275 195 351

Analysis and Interpretation

Outside Appeal

It is observed that Lifestyle with the lowest mean rank is the first in outside appeal

Shoppersrsquo Stop with a mean rank of 314 stands third in this aspect

Parking Facility

Acharya Institute of Technology Page 24

Shoppers Stop Limited

It is observed that Lifestyle with the lowest mean rank is the first in this aspect closely

followed by Westside and Shoppersrsquo Stop 322 stands fourth in terms of parking facility

Sales Personnel ndash Friendliness

Shoppersrsquo Stop with the lowest mean rank of 197 stands first in this aspect followed by

Lifestyle and Pantaloons so on

Sales Personnel- Uniform

It is observed that Shoppersrsquo Stop with the lowest mean rank 251 is the first in this

aspect closely followed by Pantaloons ie 259 is the second

Music

It is observed that Globus with the mean rank of 217 stands first in this aspect followed

by Lifestyle and Pantaloons Shoppersrsquo Stop with a value of 451 stands fifth here

Moving space

The above table depicts the mean ranks of the store based on moving space availability

It is observed that Pantaloons with a mean rank of 197 stands first in this aspect

followed by Lifestyle and Shoppersrsquo Stop with a value of 364 stands fourth

Arrangement

The above table depicts the mean ranks of the store based on Arrangement of

merchandise It is observed that Lifestyle with a mean rank of 169 stands first Shoppersrsquo

Stop ranks second with a value of 240

Table no 311- Contdhellip

Format

Stores

Billing

counters

Trial

Rooms

Rest

Room amp

Drinking

Ease of

Location of

Desired

Range of

Garments

Range of

Accessories amp

Acharya Institute of Technology Page 25

Shoppers Stop Limited

Water Category other items

Shoppers

Stop

269 262 340 235 244 321

Lifestyle 220 203 294 159 227 232

Globus 461 472 493 460 477 442

Westside 363 362 222 359 435 452

Big

Bazaar

505 512 518 551 467 371

Pantaloo

ns

283 289 233 336 250 282

Analysis and Interpretations Contdhellip

Billing Counters

The above table depicts the mean ranks of the store based on Location and frequency of

billing counters It is observed that Lifestyle with a mean rank of 220 stands first

Shoppersrsquo Stop ranks second with a value of 269

Acharya Institute of Technology Page 26

Shoppers Stop Limited

Trial Rooms

The above table depicts the mean ranks of the store based on Location and frequency of

Trial rooms It is observed that Lifestyle with a mean rank of 203 stands first Shoppersrsquo

Stop stands second with a mean rank of 262

Rest Room and Drinking Facility

The above table depicts the mean ranks of the store based on restroom and drinking water

facilities It is observed that Westside with a mean rank of 222 stands first Shoppersrsquo

Stop stands fourth with a mean rank of 340

Ease of Location of Desired Category

It is observed that Lifestyle with a mean rank of 159 stands first Shoppersrsquo Stop stands

second with a mean rank of 235

Range of Garments

The above table depicts the mean ranks of the store based on Range of Garments the

Variety that the carry It is observed that Lifestyle stands first with a mean rank of 227

Shoppersrsquo Stop stands second with a mean rank of 244

Range of Accessories and other items

The above table depicts the mean ranks of the store based on Range of Accessories amp

other items like sunglasses footwear and fashion jewellery and a whole of lot items they

carry It is observed that Lifestyle with a mean rank of 232 stands first followed by

Pantaloons with 282 Shoppersrsquo Stop stands third with a mean rank of 321

Table no 311- Contdhellip

Format

Stores

Stores

Membership

schemes

Kids

Play

Area

Ease of

alterationsExchange

In-Store

Advertisement

Others

Acharya Institute of Technology Page 27

Shoppers Stop Limited

Shoppers

Stop

171 321 160 303 483

Lifestyle 202 298 222 329 351

Globus 363 523 383 249 528

Westside 354 248 401 405 207

Big Bazaar 558 469 563 557 323

Pantaloons 453 241 371 257 207

Analysis and Interpretation Contdhellip

Store Membership Schemes

Acharya Institute of Technology Page 28

Shoppers Stop Limited

The above table depicts the mean ranks of the store based on their loyalty

programmedStore membership Scheme It is observed that Shoppersrsquo Stop stands first

with a mean rank of 171 followed by lifestyle 202

Kid Play Area

A pantaloon stands first with a mean rank of 241 Shoppersrsquo Stop with a mean rank of

321 stands fourth in this aspect

Ease of AlterationsExchange

The above table depicts the mean ranks of the store based on Ease of alterations and

exchanges policy Shoppersrsquo Stop stand first in terms of ease with a mean rank of 160

followed by lifestyleA very few respondents said that they have done

Alterationexchanges at all (other stores) other than Big Bazar and hence ranked sixth

In-store Advertisement

The above table depicts the mean ranks of the store based on Advertisement In store of

the various brands they carry their various offer and so on Globus ranks first with a

mean rank of 249 followed by Pantaloons Shoppersrsquo Stop stands third in this aspect

Other Facilities

The above table depicts the mean ranks of the store based on the other facilities like

snack parlors sofas for customer to relax etc Westside (206) ranks first this is attributed

to these facilities at many malls which most of the respondents took while ranking This

is closly followed by Pantaloons Shoppersrsquo Stop stands fifth with a value of 483

Chapter IVAcharya Institute of Technology Page 29

Shoppers Stop Limited

SummaryFINDING amp INFERENCES

Acharya Institute of Technology Page 30

Shoppers Stop Limited

After analyzing the data collected the following were the findings and their

corresponding inferences

Shoppersrsquo Stop stands third in term of outside appeal with a mean rank of

314 This is because all players in this industry give high importance to their stores

outside appeal and some competitors have come out innovative looks for their stores

Shoppersrsquo Stop stands fourth in terms of parking facility with a mean rank of

322 This is because some competitors have a more spacious parking lot and also none of

other competitors collect a parking fee unlike Shoppersrsquo Stop

Shoppersrsquo Stop stands first in terms of sales personnel with a mean rank of

197 This is taking into account their friendliness knowledge uniform etc this is due to

the intensive training given to the sales personnel before they actually get on the floor

Shoppersrsquo Stop stands fifth with a mean rank of 451 with regards to music

played in store This is mainly due to the fact that many of the respondents felt that

Shoppersrsquo Stop plays the same old music over and over again

In terms of moving space inside the store Shoppersrsquo Stop stands fourth with a

mean rank of 364 This is because store like Pantaloons Lifestyle etc are more spacious

compared to Shoppersrsquo Stop Also at few places in the store more items are placed in

comparatively less space thus making movement difficult for customer

When it comes to the top of the mind recall 44 of the male respondents

said Shoppersrsquo Stop was at the top of the mind when it comes to shopping Similarly 56

of the female respondents responded in favor of lifestyle for the same From this it is

evident that women prefer lifestyle rather than Shoppersrsquo Stop

With regards to Arrangement of merchandise Shoppersrsquo Stop stands second

with mean rank of 240 Also Pantaloons which was observed to be most spacious does

not rank as good in terms of Arrangement of merchandise Many respondents felt that

even though there is enough space at Big Bazaar the arrangement of merchandise is not

at all appealing and hence it stands sixth in this aspect

Shoppersrsquo Stop stands second in terms of location and frequency of billing

counters This is because sufficient number of billing counter is placed at strategic

locations in the store Even though Big Bazaar has many billing counters it stands sixth

Acharya Institute of Technology Page 31

Shoppers Stop Limited

because a number of respondents are not satisfied with the number of billing counters at

Globus They felt that the number was very low

Similarly with regards to location and frequency of trial rooms Shoppersrsquo

Stop stands second with a mean rank of 262 Trial rooms again are available in

sufficient number at strategic locations in the store The reason for Big Bazaar standing

sixth in this aspect is again the fact that a number of respondents were not satisfied with

their location at centre points in the store Here again respondents felt that the number of

trial rooms at Globus is very Low and are not satisfied with the same

With regards Restroom and Drinking Water facilities Shoppersrsquo Stop with a

value of 340 stands fourth This is because the facilities is slightly old and is not

maintained as often as those in some other stores on the list New stores are giving very

high importance to cleanliness of such facilities and adding facilities like sensors and the

like

Shoppersrsquo Stop stands second in terms of Ease of location of desired category

with a mean rank of 235 This is mainly due to the fact that danglers indicating category

of items are hung all around the store Lifestyle has edge in this aspect because they are

cleaner and attractive compared to those at Shoppersrsquo Stop

Shoppersrsquo Stop stands second in terms of range of garments the variety in

various categories with a mean rank of 224 This is due to the fact that Shoppersrsquo Stop

carries garments in various ranges and also houses some brands which competitors do

not Even though Big Bazaar carries a wide ranges of garments some respondents felt it

is not as good as that in other stores and hence it stands fifth in this aspect

With regards to range of accessories and other items like footwear sunglasses

fashion jewellery etc Shoppersrsquo Stop stands third with a mean ranks of 321 This is

because footwear for both men and women fashion jewellery collection are very limited

Even though Big Bazaar houses a wide variety of items many respondents felt that the

collection was not good

Shoppersrsquo Stop stands first in terms of Store Membership schemes with the

lowest mean rank of 171 Shoppersrsquo Stop was pioneer in such schemes Even though a

few respondents felt that the entry constraints are more relaxed at some stores as

Acharya Institute of Technology Page 32

Shoppers Stop Limited

compared to Shoppersrsquo Stop it stands first because of various other reasons Respondents

are generally not very aware of the loyalty programmes at Big Bazaar and Pantaloons

When it comes to play area for kids Shoppersrsquo Stop stands fourth with a rank

of 321 In this aspect Westside stands seconds this is attributed to the kids Play Area at

the Shipra Mall Most of the respondents have ranked that for Westside The newer stores

are focusing more on such areas for kids

Shoppersrsquo Stop ranks first in terms of Ease of Alternations Exchanges of

merchandise This is because they follow a very efficient policy for alteration focusing on

not wasting customersrsquo time They have a very good policy for exchanges of merchandise

as well A very few respondents said they have done exchanges at all other stores than

Big Bazaar and hence ranked sixth

With regards to In-store advertisements the various brands they carry and that

of their store Shoppersrsquo Stop stand third in this with a mean rank of 303 Some stores do

not give importance to these while some stores like Globus attribute high importance

Shoppersrsquo Stop stands fifth in terms of other facilities like snack parlors sofas

for customer to relax etc Westside ranks first in this aspect This is attributed to these

facilities at the malls which most of the respondents took while ranking This is closely

followed by Pantaloons

A very high 72 of the respondents in the age group (16-24) and 59 in the

age group (25-32) shop once in a month In general a high portion of respondents shop

every month ie 67 This implies that most of the shoppers are students young

professionals etc

From the study it was evident that57 of the male respondents and a high

83 of the female respondents shop once in a month A very low 7 of the female

respondents shop once in 6 months In other words women shop very often than men

It is observed that36 of the total respondents said Shoppersrsquo Stop comes to

their mind first when they think of shopping for the family and a close35 responded in

favour of lifestyle This shows the wide spread awareness of Shoppersrsquo Stop Even

though competition is hotting up Shoppersrsquo Stop holds a high position in customer mind

Acharya Institute of Technology Page 33

Shoppers Stop Limited

Similarly 83 respondents who responded in favour of Lifestyle belonged to

the age group (16-24) In case of Shoppersrsquo Stop 63 respondents were in age group (16-

24) Hence Shoppersrsquo Stop is the top of the mind store in general and lifestyle is the top

of mind store of the youth

With regards to the age group of respondents it is observed that72 of the

respondents fall in the age group of 16-24 years and 26 fall in the age group of 25-32

years So it is mostly the youth who shop quite often in these stores

Similarly with regards to the shopping frequency of the respondents it is

observed that 66 of the respondents shop once in a month 21 shop once in 2 months

and 13 once in 6 months In general the shopping frequency is quite high

343 respondents say Lifestyle is their favourite store followed by

Pantaloons with 253 respondents in favour of it Shoppersrsquo Stop stands third in the list

of favourite stores The reason for this is that all players are doing their best in business

and in the process

Acharya Institute of Technology Page 34

Shoppers Stop Limited

RECOMMENDATIONS amp SUGGESTIONS

Given below are some of the RecommendationsSuggestions to improve or modify

service Standards and increase customer delight

Outside appeal of Shoppersrsquo Stop could be improved by adding more attractive

facades and windows Also the entire store on the outside could be repainted and make

more attractive than at present because looks matter always

Parking facility could be improved by having a permanent parking lot that should

be more spacious because during weekends when it is heavily crowded customer face

lots of the problem with regards to parking To overcome this problem appoint more

guards and implement coupon system and categorised parking like two wheelers as well

as four wheelers parking

Valet parking facility could be made available at least for first citizen card

holders

Sales personnel could be offered with some incentives from time to time on the

basis of their performance and motivation programme organised so that they do not

switch over to competitors which are found in increasing number at present as most of

them are part-timers

It is found that Shoppersrsquo Stop is not the best in terms of arrangement and moving

space Merchandise could be arranged in a way that the space is utilized more efficiently

thus creating enough moving space

Brands like Knit and Flat Knit that are not moving very well could be removed to

facilitate or increasing the offer

A separate portion in the store could be allocated for keeping old merchandise

that were not sold out and discount may be offered for the same as applicable

A snack parlour like pop corn corner chip etc a small area for Music ie World

space radio station could be added to the store The store essentially talks about shopping

as an experience Adding these would increase the time a customer spends at the store

and also add to additional revenue Most of the other Shoppersrsquo Stop outlets have these

facilities at present With competitors having these facilities and malls opening up all

around the city this becomes a necessity

Acharya Institute of Technology Page 35

Shoppers Stop Limited

Accessories like inexpensive fashion jewellery watches etc could be placed in

more attractive cases and kept in some centre point so that the customer find it easy to

check them out and this might induce a purchase

The footwear collection for the both men and women could be enhanced by

bringing in more variety like sports formal as well as causal wear There is very little

choice in this case at present

Interaction with customer could be increased by having various activities in the

store frequently and making customer part of these First citizen could be invited so that

their relationship with the store is strengthened and thus they could be retained and repeat

purchase could be induced

Shoppersrsquo Stop has been first mover in this category in many services offered

Some innovative ideas which are not similar to what is already being done by

competitors could be introduced to attract more customers and retain existing customers

Shoppersrsquo Stop can be spending a little more on promotion At present there is

virtually no advertisement of the store continuously It can go for ads in magazines and

also hoarding around the city just to serve as a reminder to customers Pantaloons and

Big Bazaar do more sale promotion activity to create a familiar position in young

generation customers mind

Cleanliness of rest area should be taken care of as frequently as required Even

these have an influence on the customer

Items like fashion accessories magazines could be kept near billing counters

These are items of impulse purchase and hence should be kept at these places

Acharya Institute of Technology Page 36

Shoppers Stop Limited

CONCLUSION

Benchmarking help to analysis the cost cycle time productivity or quality of specific

process Due to benchmarking process (best practice benchmarking) to study the

comparative study of competitive stores (lifestyle Globus Pantaloons etc) with

distinguish parameter

We found that Shoppersrsquo Stop was standing first in many parameters like Sales Personnel

Friendliness Sales Personnel Uniform Arrangement Billing Counters etc

Shoppersrsquo Stop a pioneer in the lifestyle segment of retail store has heavy competition to

put up with In this process it is getting off the top spot which is used to occupy for

years but certainly not losing way With a few innovative ideas and slight modifications

to the existing system it can surely regain the top spot It is interesting to note that

Shoppersrsquo Stop is still the first choice in the customer mind when it comes to shopping It

should leverage on its strong position and let more customers ldquoSTART SOMETHING

NEWrdquo

Acharya Institute of Technology Page 37

Shoppers Stop Limited

ANNEXURE

QUESTIONNAIRE

Personal Information

Name _______________________

Age - 16-24 25-32 33-40 4-48 Above 48

Gender - Male Female

Marital status - Single Married

1 When you think shopping for your family which store comes to your mind first

Shoppersrsquo stop Lifestyle Globus Westside

Big bazaar Pantaloons

2 How frequently do you shop

Once in month Once in 2 months Once in 6 months

3 Based on the Outside appeal ( name boards posters etchellip) and parking facilities rank these stores (note Rank from 1 to 6 1- Best to 6- Worst)

Acharya Institute of Technology Page 38

Shoppers Stop Limited

Stores Parking Facility (space)

Outside appeal (facades windows etc)

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

4 Rank the Sales Personnel of these stores based on the following Attributes

Stores Attentive Friendliness

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

5 Based on the following In-Store Attributes rank the stores

Acharya Institute of Technology Page 39

Shoppers Stop Limited

Stores Music Moving Space Arrangements

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

6 Based on the location and frequency of the following rank these stores

Stores Billing Counters Trial Rooms

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

7 Based on the restrooms and drinking facilities rank these stores

Acharya Institute of Technology Page 40

Shoppers Stop Limited

Stores Rest Room Drinking Facility

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

8 Based on the following attributes rank these stores

Stores Ease of location of desired category

Range of garment Range of acc

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

9 Based on the following factors rank these stores

Acharya Institute of Technology Page 41

Shoppers Stop Limited

Stores Membership Kids Play Area

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

10 Based on the following rank these stores

Stores Ease of Alterexchange

In store Other facilityadvertisement

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

11 Among the given stores which do you think is the best Why

Acharya Institute of Technology Page 42

Shoppers Stop Limited

BIBLIOGRAPHY

Manuals and Reports

Acharya Institute of Technology Page 43

Shoppers Stop Limited

Company manuals company brochures and publications of retail outlets

magazines

Books

Research methodologies-Naresh Malhotra

Consumer behaviour-Leon Schiffman Lesile Lazar Kaunk

Retail management-Chetan Bajaj

Business research method-TATA McGraw Hill

Software

SPSS for data analysis

Web-sites

wwwgoogle co in

wwwretailbizcom

wwwscribdcom

wwwmarketingnpvcom

wwweulevicom

wwwshoppers stopcom

Acharya Institute of Technology Page 44

Shoppers Stop Limited

by Pantaloons with 253 respondents in favor of it Shoppersrsquo Stop stands third in the

list of Favorite Store

32 Cross-tabulation of the Survey

Table no 35- Table showing Cross-tabulation between Age group and No of

respondents

No of Respondents

Age Group Once in a

month

Once in a 2

months

Once in a 6

months

TOTAL

16-24 76 19 13 108

25-32 23 11 5 39

33-40 1 0 0 1

41-48 0 1 1 1

TOTAL 100 31 19 150

Acharya Institute of Technology Page 15

Shoppers Stop Limited

Analysis and Interpretation

The above Table Depicts the Cross-tabulation between Age group and No of

Respondents

People usually visited in malls once in a month for many purpose like window

shopping outings shopping etc

Most population to visiting is malls are teenagers

Very few population or negligible populations are found of age group 41-48

Big malls support in India Economy as infrastructure wise revenue wise and

entertainment

Table no 36- Table showing Cross-tabulation between Gender and No of

Respondents

Acharya Institute of Technology Page 16

Shoppers Stop Limited

No of Respondents

Gender One in a

month

Once in 2

months

Once in 6

months

TOTAL

Male 55 26 15 96

Female 45 5 4 54

Total 100 31 19 150

Analysis and Interpretation

The above Table and Graphs Depicts the Cross-tabulation between Gender and No of

respondents-

It is focus on younger generation in a frequently malls

Above data show the increasing popularity of malls in youngster mind

Male respondents have higher in number ie male equally fashion oriented like

females

People generally visited the mall once in a month very few in 6th months

Acharya Institute of Technology Page 17

Shoppers Stop Limited

Table 37- Table showing Cross-tabulation between Age group and Top of mind

store

Top of Mind Store

Age

group

Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

16-24 34 44 4 8 2 16 108

25-32 19 8 2 3 1 6 39

33-40 1 0 0 0 0 0 1

41-48 0 1 0 0 0 1 2

Total 54 53 6 11 3 23 150

Analysis and Interpretation

The above Table Depicts the Cross-tabulation between Age group and Top of mind

store-

Lifestyle show the high pitch in 16-24 age groups because of Lifestyle itself a

Big Brand name in Fashion Industry

Lifestyle also contains Famous designer collection in their stores which is

responsible to attract more Fashion oriented people

Acharya Institute of Technology Page 18

Shoppers Stop Limited

Second position acquired by the Shoppersrsquo Stop because the segment area is

teenagers

Shoppersrsquo Stop use attractive print media and advertisements to attract the

customers

Shoppers Stop Brand Ambassadorsrsquo is Sharukh Khan which is great crush in

teenagers and they would like to copy his style in their Fashion Apparel

Table no - 38 Table showing Cross-tabulation between Gender and Top of mind

store

Acharya Institute of Technology Page 19

Shoppers Stop Limited

Top of Mind Store

Gender Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

Male 42 23 6 8 1 16 96

Female 12 30 0 3 2 7 54

Total 54 53 6 11 3 23 150

Analysis and Interpretation

The above Table and Graphs depicts the Cross-tabulation between Gender and Top of

mind store

In Fashionable worlds Shoppersrsquo Stop has success to grab the good position in

youngster mind

Teenagers attracted more towards Shoppers Stop due to diverse range of garments

in stores

Again male respondents are higher to the female respondents

Lifestyle gives good competition to the shoppersrsquo Stop capture large no of market

share as well as consumers perception

Table no - 39 Table showing Cross-tabulation between Gender and Favorite store

Acharya Institute of Technology Page 20

Shoppers Stop Limited

Favorite Store

Gender Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

Male 26 23 8 13 10 16 96

Female 9 27 1 5 24 8 54

Total 35 50 9 18 14 24 150

Analysis and Interpretation

The above Table depicts the Cross-tabulation between Gender and Favorite store-

Shoppersrsquo Stop is more popular brand store in male because it contains wide

range of malersquos collection

Lifestyle is more popular in female because Lifestyle organized fashion show and

it has own fashion academy for females

Big Bazaar is more popular in House Wives because it contains households

vegetable and garments items at very reasonable price

Big Bazaar gives attractive offer like 5 Din Maha Bachat Offers Sasta Budhvaar

etc

Acharya Institute of Technology Page 21

Shoppers Stop Limited

Table no - 310 Table showing Cross-tabulation between Age group and Favorite

store

Favorite Store

Age

group

Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

16-24 20 40 4 16 10 18 108

25-32 14 10 4 2 3 6 39

33-40 1 0 0 0 0 0 1

41-48 0 0 1 0 0 0 2

Total 35 50 9 18 13 25 150

Analysis and Interpretation

The above Table and Graphs Depicts the Cross-tabulation between Age group and

Favorite store-

Lifestyle show the high pitch in 16-24 age groups because of Lifestyle itself a

Big Brand name in Fashion Industry

Famous Fashion Designer collection keep in Lifestyle to become a favorite store

of youngsters

Acharya Institute of Technology Page 22

Shoppers Stop Limited

Second position acquired by the Shoppersrsquo Stop because the segment area is

teenagers

Negligible response in age group of 33-40 and 40-41 because people belongs to

old thoughts not interested in fashionable worlds

They believe in simple dressing like Saris Kurta Pajama

33 Mean Ranks of the Survey

Table no-311- Consolidated Mean Ranks of parameter for Benchmarking

Format

Stores

Outside

Appeal

Parking

Facility

Sales

Personnel

Sales

Personnel

Music Moving

Space

Arrangement

Acharya Institute of Technology Page 23

Shoppers Stop Limited

Friendliness Uniform

Shoppers

Stop

314 322 197 251 451 364 240

Lifestyle 256 275 271 361 241 268 169

Globus 333 490 381 400 217 522 411

Westside 381 290 359 308 375 395 379

Big Bazaar 552 317 555 521 541 354 550

Pantaloons 263 405 337 259 275 195 351

Analysis and Interpretation

Outside Appeal

It is observed that Lifestyle with the lowest mean rank is the first in outside appeal

Shoppersrsquo Stop with a mean rank of 314 stands third in this aspect

Parking Facility

Acharya Institute of Technology Page 24

Shoppers Stop Limited

It is observed that Lifestyle with the lowest mean rank is the first in this aspect closely

followed by Westside and Shoppersrsquo Stop 322 stands fourth in terms of parking facility

Sales Personnel ndash Friendliness

Shoppersrsquo Stop with the lowest mean rank of 197 stands first in this aspect followed by

Lifestyle and Pantaloons so on

Sales Personnel- Uniform

It is observed that Shoppersrsquo Stop with the lowest mean rank 251 is the first in this

aspect closely followed by Pantaloons ie 259 is the second

Music

It is observed that Globus with the mean rank of 217 stands first in this aspect followed

by Lifestyle and Pantaloons Shoppersrsquo Stop with a value of 451 stands fifth here

Moving space

The above table depicts the mean ranks of the store based on moving space availability

It is observed that Pantaloons with a mean rank of 197 stands first in this aspect

followed by Lifestyle and Shoppersrsquo Stop with a value of 364 stands fourth

Arrangement

The above table depicts the mean ranks of the store based on Arrangement of

merchandise It is observed that Lifestyle with a mean rank of 169 stands first Shoppersrsquo

Stop ranks second with a value of 240

Table no 311- Contdhellip

Format

Stores

Billing

counters

Trial

Rooms

Rest

Room amp

Drinking

Ease of

Location of

Desired

Range of

Garments

Range of

Accessories amp

Acharya Institute of Technology Page 25

Shoppers Stop Limited

Water Category other items

Shoppers

Stop

269 262 340 235 244 321

Lifestyle 220 203 294 159 227 232

Globus 461 472 493 460 477 442

Westside 363 362 222 359 435 452

Big

Bazaar

505 512 518 551 467 371

Pantaloo

ns

283 289 233 336 250 282

Analysis and Interpretations Contdhellip

Billing Counters

The above table depicts the mean ranks of the store based on Location and frequency of

billing counters It is observed that Lifestyle with a mean rank of 220 stands first

Shoppersrsquo Stop ranks second with a value of 269

Acharya Institute of Technology Page 26

Shoppers Stop Limited

Trial Rooms

The above table depicts the mean ranks of the store based on Location and frequency of

Trial rooms It is observed that Lifestyle with a mean rank of 203 stands first Shoppersrsquo

Stop stands second with a mean rank of 262

Rest Room and Drinking Facility

The above table depicts the mean ranks of the store based on restroom and drinking water

facilities It is observed that Westside with a mean rank of 222 stands first Shoppersrsquo

Stop stands fourth with a mean rank of 340

Ease of Location of Desired Category

It is observed that Lifestyle with a mean rank of 159 stands first Shoppersrsquo Stop stands

second with a mean rank of 235

Range of Garments

The above table depicts the mean ranks of the store based on Range of Garments the

Variety that the carry It is observed that Lifestyle stands first with a mean rank of 227

Shoppersrsquo Stop stands second with a mean rank of 244

Range of Accessories and other items

The above table depicts the mean ranks of the store based on Range of Accessories amp

other items like sunglasses footwear and fashion jewellery and a whole of lot items they

carry It is observed that Lifestyle with a mean rank of 232 stands first followed by

Pantaloons with 282 Shoppersrsquo Stop stands third with a mean rank of 321

Table no 311- Contdhellip

Format

Stores

Stores

Membership

schemes

Kids

Play

Area

Ease of

alterationsExchange

In-Store

Advertisement

Others

Acharya Institute of Technology Page 27

Shoppers Stop Limited

Shoppers

Stop

171 321 160 303 483

Lifestyle 202 298 222 329 351

Globus 363 523 383 249 528

Westside 354 248 401 405 207

Big Bazaar 558 469 563 557 323

Pantaloons 453 241 371 257 207

Analysis and Interpretation Contdhellip

Store Membership Schemes

Acharya Institute of Technology Page 28

Shoppers Stop Limited

The above table depicts the mean ranks of the store based on their loyalty

programmedStore membership Scheme It is observed that Shoppersrsquo Stop stands first

with a mean rank of 171 followed by lifestyle 202

Kid Play Area

A pantaloon stands first with a mean rank of 241 Shoppersrsquo Stop with a mean rank of

321 stands fourth in this aspect

Ease of AlterationsExchange

The above table depicts the mean ranks of the store based on Ease of alterations and

exchanges policy Shoppersrsquo Stop stand first in terms of ease with a mean rank of 160

followed by lifestyleA very few respondents said that they have done

Alterationexchanges at all (other stores) other than Big Bazar and hence ranked sixth

In-store Advertisement

The above table depicts the mean ranks of the store based on Advertisement In store of

the various brands they carry their various offer and so on Globus ranks first with a

mean rank of 249 followed by Pantaloons Shoppersrsquo Stop stands third in this aspect

Other Facilities

The above table depicts the mean ranks of the store based on the other facilities like

snack parlors sofas for customer to relax etc Westside (206) ranks first this is attributed

to these facilities at many malls which most of the respondents took while ranking This

is closly followed by Pantaloons Shoppersrsquo Stop stands fifth with a value of 483

Chapter IVAcharya Institute of Technology Page 29

Shoppers Stop Limited

SummaryFINDING amp INFERENCES

Acharya Institute of Technology Page 30

Shoppers Stop Limited

After analyzing the data collected the following were the findings and their

corresponding inferences

Shoppersrsquo Stop stands third in term of outside appeal with a mean rank of

314 This is because all players in this industry give high importance to their stores

outside appeal and some competitors have come out innovative looks for their stores

Shoppersrsquo Stop stands fourth in terms of parking facility with a mean rank of

322 This is because some competitors have a more spacious parking lot and also none of

other competitors collect a parking fee unlike Shoppersrsquo Stop

Shoppersrsquo Stop stands first in terms of sales personnel with a mean rank of

197 This is taking into account their friendliness knowledge uniform etc this is due to

the intensive training given to the sales personnel before they actually get on the floor

Shoppersrsquo Stop stands fifth with a mean rank of 451 with regards to music

played in store This is mainly due to the fact that many of the respondents felt that

Shoppersrsquo Stop plays the same old music over and over again

In terms of moving space inside the store Shoppersrsquo Stop stands fourth with a

mean rank of 364 This is because store like Pantaloons Lifestyle etc are more spacious

compared to Shoppersrsquo Stop Also at few places in the store more items are placed in

comparatively less space thus making movement difficult for customer

When it comes to the top of the mind recall 44 of the male respondents

said Shoppersrsquo Stop was at the top of the mind when it comes to shopping Similarly 56

of the female respondents responded in favor of lifestyle for the same From this it is

evident that women prefer lifestyle rather than Shoppersrsquo Stop

With regards to Arrangement of merchandise Shoppersrsquo Stop stands second

with mean rank of 240 Also Pantaloons which was observed to be most spacious does

not rank as good in terms of Arrangement of merchandise Many respondents felt that

even though there is enough space at Big Bazaar the arrangement of merchandise is not

at all appealing and hence it stands sixth in this aspect

Shoppersrsquo Stop stands second in terms of location and frequency of billing

counters This is because sufficient number of billing counter is placed at strategic

locations in the store Even though Big Bazaar has many billing counters it stands sixth

Acharya Institute of Technology Page 31

Shoppers Stop Limited

because a number of respondents are not satisfied with the number of billing counters at

Globus They felt that the number was very low

Similarly with regards to location and frequency of trial rooms Shoppersrsquo

Stop stands second with a mean rank of 262 Trial rooms again are available in

sufficient number at strategic locations in the store The reason for Big Bazaar standing

sixth in this aspect is again the fact that a number of respondents were not satisfied with

their location at centre points in the store Here again respondents felt that the number of

trial rooms at Globus is very Low and are not satisfied with the same

With regards Restroom and Drinking Water facilities Shoppersrsquo Stop with a

value of 340 stands fourth This is because the facilities is slightly old and is not

maintained as often as those in some other stores on the list New stores are giving very

high importance to cleanliness of such facilities and adding facilities like sensors and the

like

Shoppersrsquo Stop stands second in terms of Ease of location of desired category

with a mean rank of 235 This is mainly due to the fact that danglers indicating category

of items are hung all around the store Lifestyle has edge in this aspect because they are

cleaner and attractive compared to those at Shoppersrsquo Stop

Shoppersrsquo Stop stands second in terms of range of garments the variety in

various categories with a mean rank of 224 This is due to the fact that Shoppersrsquo Stop

carries garments in various ranges and also houses some brands which competitors do

not Even though Big Bazaar carries a wide ranges of garments some respondents felt it

is not as good as that in other stores and hence it stands fifth in this aspect

With regards to range of accessories and other items like footwear sunglasses

fashion jewellery etc Shoppersrsquo Stop stands third with a mean ranks of 321 This is

because footwear for both men and women fashion jewellery collection are very limited

Even though Big Bazaar houses a wide variety of items many respondents felt that the

collection was not good

Shoppersrsquo Stop stands first in terms of Store Membership schemes with the

lowest mean rank of 171 Shoppersrsquo Stop was pioneer in such schemes Even though a

few respondents felt that the entry constraints are more relaxed at some stores as

Acharya Institute of Technology Page 32

Shoppers Stop Limited

compared to Shoppersrsquo Stop it stands first because of various other reasons Respondents

are generally not very aware of the loyalty programmes at Big Bazaar and Pantaloons

When it comes to play area for kids Shoppersrsquo Stop stands fourth with a rank

of 321 In this aspect Westside stands seconds this is attributed to the kids Play Area at

the Shipra Mall Most of the respondents have ranked that for Westside The newer stores

are focusing more on such areas for kids

Shoppersrsquo Stop ranks first in terms of Ease of Alternations Exchanges of

merchandise This is because they follow a very efficient policy for alteration focusing on

not wasting customersrsquo time They have a very good policy for exchanges of merchandise

as well A very few respondents said they have done exchanges at all other stores than

Big Bazaar and hence ranked sixth

With regards to In-store advertisements the various brands they carry and that

of their store Shoppersrsquo Stop stand third in this with a mean rank of 303 Some stores do

not give importance to these while some stores like Globus attribute high importance

Shoppersrsquo Stop stands fifth in terms of other facilities like snack parlors sofas

for customer to relax etc Westside ranks first in this aspect This is attributed to these

facilities at the malls which most of the respondents took while ranking This is closely

followed by Pantaloons

A very high 72 of the respondents in the age group (16-24) and 59 in the

age group (25-32) shop once in a month In general a high portion of respondents shop

every month ie 67 This implies that most of the shoppers are students young

professionals etc

From the study it was evident that57 of the male respondents and a high

83 of the female respondents shop once in a month A very low 7 of the female

respondents shop once in 6 months In other words women shop very often than men

It is observed that36 of the total respondents said Shoppersrsquo Stop comes to

their mind first when they think of shopping for the family and a close35 responded in

favour of lifestyle This shows the wide spread awareness of Shoppersrsquo Stop Even

though competition is hotting up Shoppersrsquo Stop holds a high position in customer mind

Acharya Institute of Technology Page 33

Shoppers Stop Limited

Similarly 83 respondents who responded in favour of Lifestyle belonged to

the age group (16-24) In case of Shoppersrsquo Stop 63 respondents were in age group (16-

24) Hence Shoppersrsquo Stop is the top of the mind store in general and lifestyle is the top

of mind store of the youth

With regards to the age group of respondents it is observed that72 of the

respondents fall in the age group of 16-24 years and 26 fall in the age group of 25-32

years So it is mostly the youth who shop quite often in these stores

Similarly with regards to the shopping frequency of the respondents it is

observed that 66 of the respondents shop once in a month 21 shop once in 2 months

and 13 once in 6 months In general the shopping frequency is quite high

343 respondents say Lifestyle is their favourite store followed by

Pantaloons with 253 respondents in favour of it Shoppersrsquo Stop stands third in the list

of favourite stores The reason for this is that all players are doing their best in business

and in the process

Acharya Institute of Technology Page 34

Shoppers Stop Limited

RECOMMENDATIONS amp SUGGESTIONS

Given below are some of the RecommendationsSuggestions to improve or modify

service Standards and increase customer delight

Outside appeal of Shoppersrsquo Stop could be improved by adding more attractive

facades and windows Also the entire store on the outside could be repainted and make

more attractive than at present because looks matter always

Parking facility could be improved by having a permanent parking lot that should

be more spacious because during weekends when it is heavily crowded customer face

lots of the problem with regards to parking To overcome this problem appoint more

guards and implement coupon system and categorised parking like two wheelers as well

as four wheelers parking

Valet parking facility could be made available at least for first citizen card

holders

Sales personnel could be offered with some incentives from time to time on the

basis of their performance and motivation programme organised so that they do not

switch over to competitors which are found in increasing number at present as most of

them are part-timers

It is found that Shoppersrsquo Stop is not the best in terms of arrangement and moving

space Merchandise could be arranged in a way that the space is utilized more efficiently

thus creating enough moving space

Brands like Knit and Flat Knit that are not moving very well could be removed to

facilitate or increasing the offer

A separate portion in the store could be allocated for keeping old merchandise

that were not sold out and discount may be offered for the same as applicable

A snack parlour like pop corn corner chip etc a small area for Music ie World

space radio station could be added to the store The store essentially talks about shopping

as an experience Adding these would increase the time a customer spends at the store

and also add to additional revenue Most of the other Shoppersrsquo Stop outlets have these

facilities at present With competitors having these facilities and malls opening up all

around the city this becomes a necessity

Acharya Institute of Technology Page 35

Shoppers Stop Limited

Accessories like inexpensive fashion jewellery watches etc could be placed in

more attractive cases and kept in some centre point so that the customer find it easy to

check them out and this might induce a purchase

The footwear collection for the both men and women could be enhanced by

bringing in more variety like sports formal as well as causal wear There is very little

choice in this case at present

Interaction with customer could be increased by having various activities in the

store frequently and making customer part of these First citizen could be invited so that

their relationship with the store is strengthened and thus they could be retained and repeat

purchase could be induced

Shoppersrsquo Stop has been first mover in this category in many services offered

Some innovative ideas which are not similar to what is already being done by

competitors could be introduced to attract more customers and retain existing customers

Shoppersrsquo Stop can be spending a little more on promotion At present there is

virtually no advertisement of the store continuously It can go for ads in magazines and

also hoarding around the city just to serve as a reminder to customers Pantaloons and

Big Bazaar do more sale promotion activity to create a familiar position in young

generation customers mind

Cleanliness of rest area should be taken care of as frequently as required Even

these have an influence on the customer

Items like fashion accessories magazines could be kept near billing counters

These are items of impulse purchase and hence should be kept at these places

Acharya Institute of Technology Page 36

Shoppers Stop Limited

CONCLUSION

Benchmarking help to analysis the cost cycle time productivity or quality of specific

process Due to benchmarking process (best practice benchmarking) to study the

comparative study of competitive stores (lifestyle Globus Pantaloons etc) with

distinguish parameter

We found that Shoppersrsquo Stop was standing first in many parameters like Sales Personnel

Friendliness Sales Personnel Uniform Arrangement Billing Counters etc

Shoppersrsquo Stop a pioneer in the lifestyle segment of retail store has heavy competition to

put up with In this process it is getting off the top spot which is used to occupy for

years but certainly not losing way With a few innovative ideas and slight modifications

to the existing system it can surely regain the top spot It is interesting to note that

Shoppersrsquo Stop is still the first choice in the customer mind when it comes to shopping It

should leverage on its strong position and let more customers ldquoSTART SOMETHING

NEWrdquo

Acharya Institute of Technology Page 37

Shoppers Stop Limited

ANNEXURE

QUESTIONNAIRE

Personal Information

Name _______________________

Age - 16-24 25-32 33-40 4-48 Above 48

Gender - Male Female

Marital status - Single Married

1 When you think shopping for your family which store comes to your mind first

Shoppersrsquo stop Lifestyle Globus Westside

Big bazaar Pantaloons

2 How frequently do you shop

Once in month Once in 2 months Once in 6 months

3 Based on the Outside appeal ( name boards posters etchellip) and parking facilities rank these stores (note Rank from 1 to 6 1- Best to 6- Worst)

Acharya Institute of Technology Page 38

Shoppers Stop Limited

Stores Parking Facility (space)

Outside appeal (facades windows etc)

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

4 Rank the Sales Personnel of these stores based on the following Attributes

Stores Attentive Friendliness

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

5 Based on the following In-Store Attributes rank the stores

Acharya Institute of Technology Page 39

Shoppers Stop Limited

Stores Music Moving Space Arrangements

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

6 Based on the location and frequency of the following rank these stores

Stores Billing Counters Trial Rooms

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

7 Based on the restrooms and drinking facilities rank these stores

Acharya Institute of Technology Page 40

Shoppers Stop Limited

Stores Rest Room Drinking Facility

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

8 Based on the following attributes rank these stores

Stores Ease of location of desired category

Range of garment Range of acc

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

9 Based on the following factors rank these stores

Acharya Institute of Technology Page 41

Shoppers Stop Limited

Stores Membership Kids Play Area

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

10 Based on the following rank these stores

Stores Ease of Alterexchange

In store Other facilityadvertisement

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

11 Among the given stores which do you think is the best Why

Acharya Institute of Technology Page 42

Shoppers Stop Limited

BIBLIOGRAPHY

Manuals and Reports

Acharya Institute of Technology Page 43

Shoppers Stop Limited

Company manuals company brochures and publications of retail outlets

magazines

Books

Research methodologies-Naresh Malhotra

Consumer behaviour-Leon Schiffman Lesile Lazar Kaunk

Retail management-Chetan Bajaj

Business research method-TATA McGraw Hill

Software

SPSS for data analysis

Web-sites

wwwgoogle co in

wwwretailbizcom

wwwscribdcom

wwwmarketingnpvcom

wwweulevicom

wwwshoppers stopcom

Acharya Institute of Technology Page 44

Shoppers Stop Limited

Analysis and Interpretation

The above Table Depicts the Cross-tabulation between Age group and No of

Respondents

People usually visited in malls once in a month for many purpose like window

shopping outings shopping etc

Most population to visiting is malls are teenagers

Very few population or negligible populations are found of age group 41-48

Big malls support in India Economy as infrastructure wise revenue wise and

entertainment

Table no 36- Table showing Cross-tabulation between Gender and No of

Respondents

Acharya Institute of Technology Page 16

Shoppers Stop Limited

No of Respondents

Gender One in a

month

Once in 2

months

Once in 6

months

TOTAL

Male 55 26 15 96

Female 45 5 4 54

Total 100 31 19 150

Analysis and Interpretation

The above Table and Graphs Depicts the Cross-tabulation between Gender and No of

respondents-

It is focus on younger generation in a frequently malls

Above data show the increasing popularity of malls in youngster mind

Male respondents have higher in number ie male equally fashion oriented like

females

People generally visited the mall once in a month very few in 6th months

Acharya Institute of Technology Page 17

Shoppers Stop Limited

Table 37- Table showing Cross-tabulation between Age group and Top of mind

store

Top of Mind Store

Age

group

Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

16-24 34 44 4 8 2 16 108

25-32 19 8 2 3 1 6 39

33-40 1 0 0 0 0 0 1

41-48 0 1 0 0 0 1 2

Total 54 53 6 11 3 23 150

Analysis and Interpretation

The above Table Depicts the Cross-tabulation between Age group and Top of mind

store-

Lifestyle show the high pitch in 16-24 age groups because of Lifestyle itself a

Big Brand name in Fashion Industry

Lifestyle also contains Famous designer collection in their stores which is

responsible to attract more Fashion oriented people

Acharya Institute of Technology Page 18

Shoppers Stop Limited

Second position acquired by the Shoppersrsquo Stop because the segment area is

teenagers

Shoppersrsquo Stop use attractive print media and advertisements to attract the

customers

Shoppers Stop Brand Ambassadorsrsquo is Sharukh Khan which is great crush in

teenagers and they would like to copy his style in their Fashion Apparel

Table no - 38 Table showing Cross-tabulation between Gender and Top of mind

store

Acharya Institute of Technology Page 19

Shoppers Stop Limited

Top of Mind Store

Gender Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

Male 42 23 6 8 1 16 96

Female 12 30 0 3 2 7 54

Total 54 53 6 11 3 23 150

Analysis and Interpretation

The above Table and Graphs depicts the Cross-tabulation between Gender and Top of

mind store

In Fashionable worlds Shoppersrsquo Stop has success to grab the good position in

youngster mind

Teenagers attracted more towards Shoppers Stop due to diverse range of garments

in stores

Again male respondents are higher to the female respondents

Lifestyle gives good competition to the shoppersrsquo Stop capture large no of market

share as well as consumers perception

Table no - 39 Table showing Cross-tabulation between Gender and Favorite store

Acharya Institute of Technology Page 20

Shoppers Stop Limited

Favorite Store

Gender Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

Male 26 23 8 13 10 16 96

Female 9 27 1 5 24 8 54

Total 35 50 9 18 14 24 150

Analysis and Interpretation

The above Table depicts the Cross-tabulation between Gender and Favorite store-

Shoppersrsquo Stop is more popular brand store in male because it contains wide

range of malersquos collection

Lifestyle is more popular in female because Lifestyle organized fashion show and

it has own fashion academy for females

Big Bazaar is more popular in House Wives because it contains households

vegetable and garments items at very reasonable price

Big Bazaar gives attractive offer like 5 Din Maha Bachat Offers Sasta Budhvaar

etc

Acharya Institute of Technology Page 21

Shoppers Stop Limited

Table no - 310 Table showing Cross-tabulation between Age group and Favorite

store

Favorite Store

Age

group

Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

16-24 20 40 4 16 10 18 108

25-32 14 10 4 2 3 6 39

33-40 1 0 0 0 0 0 1

41-48 0 0 1 0 0 0 2

Total 35 50 9 18 13 25 150

Analysis and Interpretation

The above Table and Graphs Depicts the Cross-tabulation between Age group and

Favorite store-

Lifestyle show the high pitch in 16-24 age groups because of Lifestyle itself a

Big Brand name in Fashion Industry

Famous Fashion Designer collection keep in Lifestyle to become a favorite store

of youngsters

Acharya Institute of Technology Page 22

Shoppers Stop Limited

Second position acquired by the Shoppersrsquo Stop because the segment area is

teenagers

Negligible response in age group of 33-40 and 40-41 because people belongs to

old thoughts not interested in fashionable worlds

They believe in simple dressing like Saris Kurta Pajama

33 Mean Ranks of the Survey

Table no-311- Consolidated Mean Ranks of parameter for Benchmarking

Format

Stores

Outside

Appeal

Parking

Facility

Sales

Personnel

Sales

Personnel

Music Moving

Space

Arrangement

Acharya Institute of Technology Page 23

Shoppers Stop Limited

Friendliness Uniform

Shoppers

Stop

314 322 197 251 451 364 240

Lifestyle 256 275 271 361 241 268 169

Globus 333 490 381 400 217 522 411

Westside 381 290 359 308 375 395 379

Big Bazaar 552 317 555 521 541 354 550

Pantaloons 263 405 337 259 275 195 351

Analysis and Interpretation

Outside Appeal

It is observed that Lifestyle with the lowest mean rank is the first in outside appeal

Shoppersrsquo Stop with a mean rank of 314 stands third in this aspect

Parking Facility

Acharya Institute of Technology Page 24

Shoppers Stop Limited

It is observed that Lifestyle with the lowest mean rank is the first in this aspect closely

followed by Westside and Shoppersrsquo Stop 322 stands fourth in terms of parking facility

Sales Personnel ndash Friendliness

Shoppersrsquo Stop with the lowest mean rank of 197 stands first in this aspect followed by

Lifestyle and Pantaloons so on

Sales Personnel- Uniform

It is observed that Shoppersrsquo Stop with the lowest mean rank 251 is the first in this

aspect closely followed by Pantaloons ie 259 is the second

Music

It is observed that Globus with the mean rank of 217 stands first in this aspect followed

by Lifestyle and Pantaloons Shoppersrsquo Stop with a value of 451 stands fifth here

Moving space

The above table depicts the mean ranks of the store based on moving space availability

It is observed that Pantaloons with a mean rank of 197 stands first in this aspect

followed by Lifestyle and Shoppersrsquo Stop with a value of 364 stands fourth

Arrangement

The above table depicts the mean ranks of the store based on Arrangement of

merchandise It is observed that Lifestyle with a mean rank of 169 stands first Shoppersrsquo

Stop ranks second with a value of 240

Table no 311- Contdhellip

Format

Stores

Billing

counters

Trial

Rooms

Rest

Room amp

Drinking

Ease of

Location of

Desired

Range of

Garments

Range of

Accessories amp

Acharya Institute of Technology Page 25

Shoppers Stop Limited

Water Category other items

Shoppers

Stop

269 262 340 235 244 321

Lifestyle 220 203 294 159 227 232

Globus 461 472 493 460 477 442

Westside 363 362 222 359 435 452

Big

Bazaar

505 512 518 551 467 371

Pantaloo

ns

283 289 233 336 250 282

Analysis and Interpretations Contdhellip

Billing Counters

The above table depicts the mean ranks of the store based on Location and frequency of

billing counters It is observed that Lifestyle with a mean rank of 220 stands first

Shoppersrsquo Stop ranks second with a value of 269

Acharya Institute of Technology Page 26

Shoppers Stop Limited

Trial Rooms

The above table depicts the mean ranks of the store based on Location and frequency of

Trial rooms It is observed that Lifestyle with a mean rank of 203 stands first Shoppersrsquo

Stop stands second with a mean rank of 262

Rest Room and Drinking Facility

The above table depicts the mean ranks of the store based on restroom and drinking water

facilities It is observed that Westside with a mean rank of 222 stands first Shoppersrsquo

Stop stands fourth with a mean rank of 340

Ease of Location of Desired Category

It is observed that Lifestyle with a mean rank of 159 stands first Shoppersrsquo Stop stands

second with a mean rank of 235

Range of Garments

The above table depicts the mean ranks of the store based on Range of Garments the

Variety that the carry It is observed that Lifestyle stands first with a mean rank of 227

Shoppersrsquo Stop stands second with a mean rank of 244

Range of Accessories and other items

The above table depicts the mean ranks of the store based on Range of Accessories amp

other items like sunglasses footwear and fashion jewellery and a whole of lot items they

carry It is observed that Lifestyle with a mean rank of 232 stands first followed by

Pantaloons with 282 Shoppersrsquo Stop stands third with a mean rank of 321

Table no 311- Contdhellip

Format

Stores

Stores

Membership

schemes

Kids

Play

Area

Ease of

alterationsExchange

In-Store

Advertisement

Others

Acharya Institute of Technology Page 27

Shoppers Stop Limited

Shoppers

Stop

171 321 160 303 483

Lifestyle 202 298 222 329 351

Globus 363 523 383 249 528

Westside 354 248 401 405 207

Big Bazaar 558 469 563 557 323

Pantaloons 453 241 371 257 207

Analysis and Interpretation Contdhellip

Store Membership Schemes

Acharya Institute of Technology Page 28

Shoppers Stop Limited

The above table depicts the mean ranks of the store based on their loyalty

programmedStore membership Scheme It is observed that Shoppersrsquo Stop stands first

with a mean rank of 171 followed by lifestyle 202

Kid Play Area

A pantaloon stands first with a mean rank of 241 Shoppersrsquo Stop with a mean rank of

321 stands fourth in this aspect

Ease of AlterationsExchange

The above table depicts the mean ranks of the store based on Ease of alterations and

exchanges policy Shoppersrsquo Stop stand first in terms of ease with a mean rank of 160

followed by lifestyleA very few respondents said that they have done

Alterationexchanges at all (other stores) other than Big Bazar and hence ranked sixth

In-store Advertisement

The above table depicts the mean ranks of the store based on Advertisement In store of

the various brands they carry their various offer and so on Globus ranks first with a

mean rank of 249 followed by Pantaloons Shoppersrsquo Stop stands third in this aspect

Other Facilities

The above table depicts the mean ranks of the store based on the other facilities like

snack parlors sofas for customer to relax etc Westside (206) ranks first this is attributed

to these facilities at many malls which most of the respondents took while ranking This

is closly followed by Pantaloons Shoppersrsquo Stop stands fifth with a value of 483

Chapter IVAcharya Institute of Technology Page 29

Shoppers Stop Limited

SummaryFINDING amp INFERENCES

Acharya Institute of Technology Page 30

Shoppers Stop Limited

After analyzing the data collected the following were the findings and their

corresponding inferences

Shoppersrsquo Stop stands third in term of outside appeal with a mean rank of

314 This is because all players in this industry give high importance to their stores

outside appeal and some competitors have come out innovative looks for their stores

Shoppersrsquo Stop stands fourth in terms of parking facility with a mean rank of

322 This is because some competitors have a more spacious parking lot and also none of

other competitors collect a parking fee unlike Shoppersrsquo Stop

Shoppersrsquo Stop stands first in terms of sales personnel with a mean rank of

197 This is taking into account their friendliness knowledge uniform etc this is due to

the intensive training given to the sales personnel before they actually get on the floor

Shoppersrsquo Stop stands fifth with a mean rank of 451 with regards to music

played in store This is mainly due to the fact that many of the respondents felt that

Shoppersrsquo Stop plays the same old music over and over again

In terms of moving space inside the store Shoppersrsquo Stop stands fourth with a

mean rank of 364 This is because store like Pantaloons Lifestyle etc are more spacious

compared to Shoppersrsquo Stop Also at few places in the store more items are placed in

comparatively less space thus making movement difficult for customer

When it comes to the top of the mind recall 44 of the male respondents

said Shoppersrsquo Stop was at the top of the mind when it comes to shopping Similarly 56

of the female respondents responded in favor of lifestyle for the same From this it is

evident that women prefer lifestyle rather than Shoppersrsquo Stop

With regards to Arrangement of merchandise Shoppersrsquo Stop stands second

with mean rank of 240 Also Pantaloons which was observed to be most spacious does

not rank as good in terms of Arrangement of merchandise Many respondents felt that

even though there is enough space at Big Bazaar the arrangement of merchandise is not

at all appealing and hence it stands sixth in this aspect

Shoppersrsquo Stop stands second in terms of location and frequency of billing

counters This is because sufficient number of billing counter is placed at strategic

locations in the store Even though Big Bazaar has many billing counters it stands sixth

Acharya Institute of Technology Page 31

Shoppers Stop Limited

because a number of respondents are not satisfied with the number of billing counters at

Globus They felt that the number was very low

Similarly with regards to location and frequency of trial rooms Shoppersrsquo

Stop stands second with a mean rank of 262 Trial rooms again are available in

sufficient number at strategic locations in the store The reason for Big Bazaar standing

sixth in this aspect is again the fact that a number of respondents were not satisfied with

their location at centre points in the store Here again respondents felt that the number of

trial rooms at Globus is very Low and are not satisfied with the same

With regards Restroom and Drinking Water facilities Shoppersrsquo Stop with a

value of 340 stands fourth This is because the facilities is slightly old and is not

maintained as often as those in some other stores on the list New stores are giving very

high importance to cleanliness of such facilities and adding facilities like sensors and the

like

Shoppersrsquo Stop stands second in terms of Ease of location of desired category

with a mean rank of 235 This is mainly due to the fact that danglers indicating category

of items are hung all around the store Lifestyle has edge in this aspect because they are

cleaner and attractive compared to those at Shoppersrsquo Stop

Shoppersrsquo Stop stands second in terms of range of garments the variety in

various categories with a mean rank of 224 This is due to the fact that Shoppersrsquo Stop

carries garments in various ranges and also houses some brands which competitors do

not Even though Big Bazaar carries a wide ranges of garments some respondents felt it

is not as good as that in other stores and hence it stands fifth in this aspect

With regards to range of accessories and other items like footwear sunglasses

fashion jewellery etc Shoppersrsquo Stop stands third with a mean ranks of 321 This is

because footwear for both men and women fashion jewellery collection are very limited

Even though Big Bazaar houses a wide variety of items many respondents felt that the

collection was not good

Shoppersrsquo Stop stands first in terms of Store Membership schemes with the

lowest mean rank of 171 Shoppersrsquo Stop was pioneer in such schemes Even though a

few respondents felt that the entry constraints are more relaxed at some stores as

Acharya Institute of Technology Page 32

Shoppers Stop Limited

compared to Shoppersrsquo Stop it stands first because of various other reasons Respondents

are generally not very aware of the loyalty programmes at Big Bazaar and Pantaloons

When it comes to play area for kids Shoppersrsquo Stop stands fourth with a rank

of 321 In this aspect Westside stands seconds this is attributed to the kids Play Area at

the Shipra Mall Most of the respondents have ranked that for Westside The newer stores

are focusing more on such areas for kids

Shoppersrsquo Stop ranks first in terms of Ease of Alternations Exchanges of

merchandise This is because they follow a very efficient policy for alteration focusing on

not wasting customersrsquo time They have a very good policy for exchanges of merchandise

as well A very few respondents said they have done exchanges at all other stores than

Big Bazaar and hence ranked sixth

With regards to In-store advertisements the various brands they carry and that

of their store Shoppersrsquo Stop stand third in this with a mean rank of 303 Some stores do

not give importance to these while some stores like Globus attribute high importance

Shoppersrsquo Stop stands fifth in terms of other facilities like snack parlors sofas

for customer to relax etc Westside ranks first in this aspect This is attributed to these

facilities at the malls which most of the respondents took while ranking This is closely

followed by Pantaloons

A very high 72 of the respondents in the age group (16-24) and 59 in the

age group (25-32) shop once in a month In general a high portion of respondents shop

every month ie 67 This implies that most of the shoppers are students young

professionals etc

From the study it was evident that57 of the male respondents and a high

83 of the female respondents shop once in a month A very low 7 of the female

respondents shop once in 6 months In other words women shop very often than men

It is observed that36 of the total respondents said Shoppersrsquo Stop comes to

their mind first when they think of shopping for the family and a close35 responded in

favour of lifestyle This shows the wide spread awareness of Shoppersrsquo Stop Even

though competition is hotting up Shoppersrsquo Stop holds a high position in customer mind

Acharya Institute of Technology Page 33

Shoppers Stop Limited

Similarly 83 respondents who responded in favour of Lifestyle belonged to

the age group (16-24) In case of Shoppersrsquo Stop 63 respondents were in age group (16-

24) Hence Shoppersrsquo Stop is the top of the mind store in general and lifestyle is the top

of mind store of the youth

With regards to the age group of respondents it is observed that72 of the

respondents fall in the age group of 16-24 years and 26 fall in the age group of 25-32

years So it is mostly the youth who shop quite often in these stores

Similarly with regards to the shopping frequency of the respondents it is

observed that 66 of the respondents shop once in a month 21 shop once in 2 months

and 13 once in 6 months In general the shopping frequency is quite high

343 respondents say Lifestyle is their favourite store followed by

Pantaloons with 253 respondents in favour of it Shoppersrsquo Stop stands third in the list

of favourite stores The reason for this is that all players are doing their best in business

and in the process

Acharya Institute of Technology Page 34

Shoppers Stop Limited

RECOMMENDATIONS amp SUGGESTIONS

Given below are some of the RecommendationsSuggestions to improve or modify

service Standards and increase customer delight

Outside appeal of Shoppersrsquo Stop could be improved by adding more attractive

facades and windows Also the entire store on the outside could be repainted and make

more attractive than at present because looks matter always

Parking facility could be improved by having a permanent parking lot that should

be more spacious because during weekends when it is heavily crowded customer face

lots of the problem with regards to parking To overcome this problem appoint more

guards and implement coupon system and categorised parking like two wheelers as well

as four wheelers parking

Valet parking facility could be made available at least for first citizen card

holders

Sales personnel could be offered with some incentives from time to time on the

basis of their performance and motivation programme organised so that they do not

switch over to competitors which are found in increasing number at present as most of

them are part-timers

It is found that Shoppersrsquo Stop is not the best in terms of arrangement and moving

space Merchandise could be arranged in a way that the space is utilized more efficiently

thus creating enough moving space

Brands like Knit and Flat Knit that are not moving very well could be removed to

facilitate or increasing the offer

A separate portion in the store could be allocated for keeping old merchandise

that were not sold out and discount may be offered for the same as applicable

A snack parlour like pop corn corner chip etc a small area for Music ie World

space radio station could be added to the store The store essentially talks about shopping

as an experience Adding these would increase the time a customer spends at the store

and also add to additional revenue Most of the other Shoppersrsquo Stop outlets have these

facilities at present With competitors having these facilities and malls opening up all

around the city this becomes a necessity

Acharya Institute of Technology Page 35

Shoppers Stop Limited

Accessories like inexpensive fashion jewellery watches etc could be placed in

more attractive cases and kept in some centre point so that the customer find it easy to

check them out and this might induce a purchase

The footwear collection for the both men and women could be enhanced by

bringing in more variety like sports formal as well as causal wear There is very little

choice in this case at present

Interaction with customer could be increased by having various activities in the

store frequently and making customer part of these First citizen could be invited so that

their relationship with the store is strengthened and thus they could be retained and repeat

purchase could be induced

Shoppersrsquo Stop has been first mover in this category in many services offered

Some innovative ideas which are not similar to what is already being done by

competitors could be introduced to attract more customers and retain existing customers

Shoppersrsquo Stop can be spending a little more on promotion At present there is

virtually no advertisement of the store continuously It can go for ads in magazines and

also hoarding around the city just to serve as a reminder to customers Pantaloons and

Big Bazaar do more sale promotion activity to create a familiar position in young

generation customers mind

Cleanliness of rest area should be taken care of as frequently as required Even

these have an influence on the customer

Items like fashion accessories magazines could be kept near billing counters

These are items of impulse purchase and hence should be kept at these places

Acharya Institute of Technology Page 36

Shoppers Stop Limited

CONCLUSION

Benchmarking help to analysis the cost cycle time productivity or quality of specific

process Due to benchmarking process (best practice benchmarking) to study the

comparative study of competitive stores (lifestyle Globus Pantaloons etc) with

distinguish parameter

We found that Shoppersrsquo Stop was standing first in many parameters like Sales Personnel

Friendliness Sales Personnel Uniform Arrangement Billing Counters etc

Shoppersrsquo Stop a pioneer in the lifestyle segment of retail store has heavy competition to

put up with In this process it is getting off the top spot which is used to occupy for

years but certainly not losing way With a few innovative ideas and slight modifications

to the existing system it can surely regain the top spot It is interesting to note that

Shoppersrsquo Stop is still the first choice in the customer mind when it comes to shopping It

should leverage on its strong position and let more customers ldquoSTART SOMETHING

NEWrdquo

Acharya Institute of Technology Page 37

Shoppers Stop Limited

ANNEXURE

QUESTIONNAIRE

Personal Information

Name _______________________

Age - 16-24 25-32 33-40 4-48 Above 48

Gender - Male Female

Marital status - Single Married

1 When you think shopping for your family which store comes to your mind first

Shoppersrsquo stop Lifestyle Globus Westside

Big bazaar Pantaloons

2 How frequently do you shop

Once in month Once in 2 months Once in 6 months

3 Based on the Outside appeal ( name boards posters etchellip) and parking facilities rank these stores (note Rank from 1 to 6 1- Best to 6- Worst)

Acharya Institute of Technology Page 38

Shoppers Stop Limited

Stores Parking Facility (space)

Outside appeal (facades windows etc)

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

4 Rank the Sales Personnel of these stores based on the following Attributes

Stores Attentive Friendliness

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

5 Based on the following In-Store Attributes rank the stores

Acharya Institute of Technology Page 39

Shoppers Stop Limited

Stores Music Moving Space Arrangements

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

6 Based on the location and frequency of the following rank these stores

Stores Billing Counters Trial Rooms

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

7 Based on the restrooms and drinking facilities rank these stores

Acharya Institute of Technology Page 40

Shoppers Stop Limited

Stores Rest Room Drinking Facility

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

8 Based on the following attributes rank these stores

Stores Ease of location of desired category

Range of garment Range of acc

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

9 Based on the following factors rank these stores

Acharya Institute of Technology Page 41

Shoppers Stop Limited

Stores Membership Kids Play Area

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

10 Based on the following rank these stores

Stores Ease of Alterexchange

In store Other facilityadvertisement

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

11 Among the given stores which do you think is the best Why

Acharya Institute of Technology Page 42

Shoppers Stop Limited

BIBLIOGRAPHY

Manuals and Reports

Acharya Institute of Technology Page 43

Shoppers Stop Limited

Company manuals company brochures and publications of retail outlets

magazines

Books

Research methodologies-Naresh Malhotra

Consumer behaviour-Leon Schiffman Lesile Lazar Kaunk

Retail management-Chetan Bajaj

Business research method-TATA McGraw Hill

Software

SPSS for data analysis

Web-sites

wwwgoogle co in

wwwretailbizcom

wwwscribdcom

wwwmarketingnpvcom

wwweulevicom

wwwshoppers stopcom

Acharya Institute of Technology Page 44

Shoppers Stop Limited

No of Respondents

Gender One in a

month

Once in 2

months

Once in 6

months

TOTAL

Male 55 26 15 96

Female 45 5 4 54

Total 100 31 19 150

Analysis and Interpretation

The above Table and Graphs Depicts the Cross-tabulation between Gender and No of

respondents-

It is focus on younger generation in a frequently malls

Above data show the increasing popularity of malls in youngster mind

Male respondents have higher in number ie male equally fashion oriented like

females

People generally visited the mall once in a month very few in 6th months

Acharya Institute of Technology Page 17

Shoppers Stop Limited

Table 37- Table showing Cross-tabulation between Age group and Top of mind

store

Top of Mind Store

Age

group

Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

16-24 34 44 4 8 2 16 108

25-32 19 8 2 3 1 6 39

33-40 1 0 0 0 0 0 1

41-48 0 1 0 0 0 1 2

Total 54 53 6 11 3 23 150

Analysis and Interpretation

The above Table Depicts the Cross-tabulation between Age group and Top of mind

store-

Lifestyle show the high pitch in 16-24 age groups because of Lifestyle itself a

Big Brand name in Fashion Industry

Lifestyle also contains Famous designer collection in their stores which is

responsible to attract more Fashion oriented people

Acharya Institute of Technology Page 18

Shoppers Stop Limited

Second position acquired by the Shoppersrsquo Stop because the segment area is

teenagers

Shoppersrsquo Stop use attractive print media and advertisements to attract the

customers

Shoppers Stop Brand Ambassadorsrsquo is Sharukh Khan which is great crush in

teenagers and they would like to copy his style in their Fashion Apparel

Table no - 38 Table showing Cross-tabulation between Gender and Top of mind

store

Acharya Institute of Technology Page 19

Shoppers Stop Limited

Top of Mind Store

Gender Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

Male 42 23 6 8 1 16 96

Female 12 30 0 3 2 7 54

Total 54 53 6 11 3 23 150

Analysis and Interpretation

The above Table and Graphs depicts the Cross-tabulation between Gender and Top of

mind store

In Fashionable worlds Shoppersrsquo Stop has success to grab the good position in

youngster mind

Teenagers attracted more towards Shoppers Stop due to diverse range of garments

in stores

Again male respondents are higher to the female respondents

Lifestyle gives good competition to the shoppersrsquo Stop capture large no of market

share as well as consumers perception

Table no - 39 Table showing Cross-tabulation between Gender and Favorite store

Acharya Institute of Technology Page 20

Shoppers Stop Limited

Favorite Store

Gender Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

Male 26 23 8 13 10 16 96

Female 9 27 1 5 24 8 54

Total 35 50 9 18 14 24 150

Analysis and Interpretation

The above Table depicts the Cross-tabulation between Gender and Favorite store-

Shoppersrsquo Stop is more popular brand store in male because it contains wide

range of malersquos collection

Lifestyle is more popular in female because Lifestyle organized fashion show and

it has own fashion academy for females

Big Bazaar is more popular in House Wives because it contains households

vegetable and garments items at very reasonable price

Big Bazaar gives attractive offer like 5 Din Maha Bachat Offers Sasta Budhvaar

etc

Acharya Institute of Technology Page 21

Shoppers Stop Limited

Table no - 310 Table showing Cross-tabulation between Age group and Favorite

store

Favorite Store

Age

group

Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

16-24 20 40 4 16 10 18 108

25-32 14 10 4 2 3 6 39

33-40 1 0 0 0 0 0 1

41-48 0 0 1 0 0 0 2

Total 35 50 9 18 13 25 150

Analysis and Interpretation

The above Table and Graphs Depicts the Cross-tabulation between Age group and

Favorite store-

Lifestyle show the high pitch in 16-24 age groups because of Lifestyle itself a

Big Brand name in Fashion Industry

Famous Fashion Designer collection keep in Lifestyle to become a favorite store

of youngsters

Acharya Institute of Technology Page 22

Shoppers Stop Limited

Second position acquired by the Shoppersrsquo Stop because the segment area is

teenagers

Negligible response in age group of 33-40 and 40-41 because people belongs to

old thoughts not interested in fashionable worlds

They believe in simple dressing like Saris Kurta Pajama

33 Mean Ranks of the Survey

Table no-311- Consolidated Mean Ranks of parameter for Benchmarking

Format

Stores

Outside

Appeal

Parking

Facility

Sales

Personnel

Sales

Personnel

Music Moving

Space

Arrangement

Acharya Institute of Technology Page 23

Shoppers Stop Limited

Friendliness Uniform

Shoppers

Stop

314 322 197 251 451 364 240

Lifestyle 256 275 271 361 241 268 169

Globus 333 490 381 400 217 522 411

Westside 381 290 359 308 375 395 379

Big Bazaar 552 317 555 521 541 354 550

Pantaloons 263 405 337 259 275 195 351

Analysis and Interpretation

Outside Appeal

It is observed that Lifestyle with the lowest mean rank is the first in outside appeal

Shoppersrsquo Stop with a mean rank of 314 stands third in this aspect

Parking Facility

Acharya Institute of Technology Page 24

Shoppers Stop Limited

It is observed that Lifestyle with the lowest mean rank is the first in this aspect closely

followed by Westside and Shoppersrsquo Stop 322 stands fourth in terms of parking facility

Sales Personnel ndash Friendliness

Shoppersrsquo Stop with the lowest mean rank of 197 stands first in this aspect followed by

Lifestyle and Pantaloons so on

Sales Personnel- Uniform

It is observed that Shoppersrsquo Stop with the lowest mean rank 251 is the first in this

aspect closely followed by Pantaloons ie 259 is the second

Music

It is observed that Globus with the mean rank of 217 stands first in this aspect followed

by Lifestyle and Pantaloons Shoppersrsquo Stop with a value of 451 stands fifth here

Moving space

The above table depicts the mean ranks of the store based on moving space availability

It is observed that Pantaloons with a mean rank of 197 stands first in this aspect

followed by Lifestyle and Shoppersrsquo Stop with a value of 364 stands fourth

Arrangement

The above table depicts the mean ranks of the store based on Arrangement of

merchandise It is observed that Lifestyle with a mean rank of 169 stands first Shoppersrsquo

Stop ranks second with a value of 240

Table no 311- Contdhellip

Format

Stores

Billing

counters

Trial

Rooms

Rest

Room amp

Drinking

Ease of

Location of

Desired

Range of

Garments

Range of

Accessories amp

Acharya Institute of Technology Page 25

Shoppers Stop Limited

Water Category other items

Shoppers

Stop

269 262 340 235 244 321

Lifestyle 220 203 294 159 227 232

Globus 461 472 493 460 477 442

Westside 363 362 222 359 435 452

Big

Bazaar

505 512 518 551 467 371

Pantaloo

ns

283 289 233 336 250 282

Analysis and Interpretations Contdhellip

Billing Counters

The above table depicts the mean ranks of the store based on Location and frequency of

billing counters It is observed that Lifestyle with a mean rank of 220 stands first

Shoppersrsquo Stop ranks second with a value of 269

Acharya Institute of Technology Page 26

Shoppers Stop Limited

Trial Rooms

The above table depicts the mean ranks of the store based on Location and frequency of

Trial rooms It is observed that Lifestyle with a mean rank of 203 stands first Shoppersrsquo

Stop stands second with a mean rank of 262

Rest Room and Drinking Facility

The above table depicts the mean ranks of the store based on restroom and drinking water

facilities It is observed that Westside with a mean rank of 222 stands first Shoppersrsquo

Stop stands fourth with a mean rank of 340

Ease of Location of Desired Category

It is observed that Lifestyle with a mean rank of 159 stands first Shoppersrsquo Stop stands

second with a mean rank of 235

Range of Garments

The above table depicts the mean ranks of the store based on Range of Garments the

Variety that the carry It is observed that Lifestyle stands first with a mean rank of 227

Shoppersrsquo Stop stands second with a mean rank of 244

Range of Accessories and other items

The above table depicts the mean ranks of the store based on Range of Accessories amp

other items like sunglasses footwear and fashion jewellery and a whole of lot items they

carry It is observed that Lifestyle with a mean rank of 232 stands first followed by

Pantaloons with 282 Shoppersrsquo Stop stands third with a mean rank of 321

Table no 311- Contdhellip

Format

Stores

Stores

Membership

schemes

Kids

Play

Area

Ease of

alterationsExchange

In-Store

Advertisement

Others

Acharya Institute of Technology Page 27

Shoppers Stop Limited

Shoppers

Stop

171 321 160 303 483

Lifestyle 202 298 222 329 351

Globus 363 523 383 249 528

Westside 354 248 401 405 207

Big Bazaar 558 469 563 557 323

Pantaloons 453 241 371 257 207

Analysis and Interpretation Contdhellip

Store Membership Schemes

Acharya Institute of Technology Page 28

Shoppers Stop Limited

The above table depicts the mean ranks of the store based on their loyalty

programmedStore membership Scheme It is observed that Shoppersrsquo Stop stands first

with a mean rank of 171 followed by lifestyle 202

Kid Play Area

A pantaloon stands first with a mean rank of 241 Shoppersrsquo Stop with a mean rank of

321 stands fourth in this aspect

Ease of AlterationsExchange

The above table depicts the mean ranks of the store based on Ease of alterations and

exchanges policy Shoppersrsquo Stop stand first in terms of ease with a mean rank of 160

followed by lifestyleA very few respondents said that they have done

Alterationexchanges at all (other stores) other than Big Bazar and hence ranked sixth

In-store Advertisement

The above table depicts the mean ranks of the store based on Advertisement In store of

the various brands they carry their various offer and so on Globus ranks first with a

mean rank of 249 followed by Pantaloons Shoppersrsquo Stop stands third in this aspect

Other Facilities

The above table depicts the mean ranks of the store based on the other facilities like

snack parlors sofas for customer to relax etc Westside (206) ranks first this is attributed

to these facilities at many malls which most of the respondents took while ranking This

is closly followed by Pantaloons Shoppersrsquo Stop stands fifth with a value of 483

Chapter IVAcharya Institute of Technology Page 29

Shoppers Stop Limited

SummaryFINDING amp INFERENCES

Acharya Institute of Technology Page 30

Shoppers Stop Limited

After analyzing the data collected the following were the findings and their

corresponding inferences

Shoppersrsquo Stop stands third in term of outside appeal with a mean rank of

314 This is because all players in this industry give high importance to their stores

outside appeal and some competitors have come out innovative looks for their stores

Shoppersrsquo Stop stands fourth in terms of parking facility with a mean rank of

322 This is because some competitors have a more spacious parking lot and also none of

other competitors collect a parking fee unlike Shoppersrsquo Stop

Shoppersrsquo Stop stands first in terms of sales personnel with a mean rank of

197 This is taking into account their friendliness knowledge uniform etc this is due to

the intensive training given to the sales personnel before they actually get on the floor

Shoppersrsquo Stop stands fifth with a mean rank of 451 with regards to music

played in store This is mainly due to the fact that many of the respondents felt that

Shoppersrsquo Stop plays the same old music over and over again

In terms of moving space inside the store Shoppersrsquo Stop stands fourth with a

mean rank of 364 This is because store like Pantaloons Lifestyle etc are more spacious

compared to Shoppersrsquo Stop Also at few places in the store more items are placed in

comparatively less space thus making movement difficult for customer

When it comes to the top of the mind recall 44 of the male respondents

said Shoppersrsquo Stop was at the top of the mind when it comes to shopping Similarly 56

of the female respondents responded in favor of lifestyle for the same From this it is

evident that women prefer lifestyle rather than Shoppersrsquo Stop

With regards to Arrangement of merchandise Shoppersrsquo Stop stands second

with mean rank of 240 Also Pantaloons which was observed to be most spacious does

not rank as good in terms of Arrangement of merchandise Many respondents felt that

even though there is enough space at Big Bazaar the arrangement of merchandise is not

at all appealing and hence it stands sixth in this aspect

Shoppersrsquo Stop stands second in terms of location and frequency of billing

counters This is because sufficient number of billing counter is placed at strategic

locations in the store Even though Big Bazaar has many billing counters it stands sixth

Acharya Institute of Technology Page 31

Shoppers Stop Limited

because a number of respondents are not satisfied with the number of billing counters at

Globus They felt that the number was very low

Similarly with regards to location and frequency of trial rooms Shoppersrsquo

Stop stands second with a mean rank of 262 Trial rooms again are available in

sufficient number at strategic locations in the store The reason for Big Bazaar standing

sixth in this aspect is again the fact that a number of respondents were not satisfied with

their location at centre points in the store Here again respondents felt that the number of

trial rooms at Globus is very Low and are not satisfied with the same

With regards Restroom and Drinking Water facilities Shoppersrsquo Stop with a

value of 340 stands fourth This is because the facilities is slightly old and is not

maintained as often as those in some other stores on the list New stores are giving very

high importance to cleanliness of such facilities and adding facilities like sensors and the

like

Shoppersrsquo Stop stands second in terms of Ease of location of desired category

with a mean rank of 235 This is mainly due to the fact that danglers indicating category

of items are hung all around the store Lifestyle has edge in this aspect because they are

cleaner and attractive compared to those at Shoppersrsquo Stop

Shoppersrsquo Stop stands second in terms of range of garments the variety in

various categories with a mean rank of 224 This is due to the fact that Shoppersrsquo Stop

carries garments in various ranges and also houses some brands which competitors do

not Even though Big Bazaar carries a wide ranges of garments some respondents felt it

is not as good as that in other stores and hence it stands fifth in this aspect

With regards to range of accessories and other items like footwear sunglasses

fashion jewellery etc Shoppersrsquo Stop stands third with a mean ranks of 321 This is

because footwear for both men and women fashion jewellery collection are very limited

Even though Big Bazaar houses a wide variety of items many respondents felt that the

collection was not good

Shoppersrsquo Stop stands first in terms of Store Membership schemes with the

lowest mean rank of 171 Shoppersrsquo Stop was pioneer in such schemes Even though a

few respondents felt that the entry constraints are more relaxed at some stores as

Acharya Institute of Technology Page 32

Shoppers Stop Limited

compared to Shoppersrsquo Stop it stands first because of various other reasons Respondents

are generally not very aware of the loyalty programmes at Big Bazaar and Pantaloons

When it comes to play area for kids Shoppersrsquo Stop stands fourth with a rank

of 321 In this aspect Westside stands seconds this is attributed to the kids Play Area at

the Shipra Mall Most of the respondents have ranked that for Westside The newer stores

are focusing more on such areas for kids

Shoppersrsquo Stop ranks first in terms of Ease of Alternations Exchanges of

merchandise This is because they follow a very efficient policy for alteration focusing on

not wasting customersrsquo time They have a very good policy for exchanges of merchandise

as well A very few respondents said they have done exchanges at all other stores than

Big Bazaar and hence ranked sixth

With regards to In-store advertisements the various brands they carry and that

of their store Shoppersrsquo Stop stand third in this with a mean rank of 303 Some stores do

not give importance to these while some stores like Globus attribute high importance

Shoppersrsquo Stop stands fifth in terms of other facilities like snack parlors sofas

for customer to relax etc Westside ranks first in this aspect This is attributed to these

facilities at the malls which most of the respondents took while ranking This is closely

followed by Pantaloons

A very high 72 of the respondents in the age group (16-24) and 59 in the

age group (25-32) shop once in a month In general a high portion of respondents shop

every month ie 67 This implies that most of the shoppers are students young

professionals etc

From the study it was evident that57 of the male respondents and a high

83 of the female respondents shop once in a month A very low 7 of the female

respondents shop once in 6 months In other words women shop very often than men

It is observed that36 of the total respondents said Shoppersrsquo Stop comes to

their mind first when they think of shopping for the family and a close35 responded in

favour of lifestyle This shows the wide spread awareness of Shoppersrsquo Stop Even

though competition is hotting up Shoppersrsquo Stop holds a high position in customer mind

Acharya Institute of Technology Page 33

Shoppers Stop Limited

Similarly 83 respondents who responded in favour of Lifestyle belonged to

the age group (16-24) In case of Shoppersrsquo Stop 63 respondents were in age group (16-

24) Hence Shoppersrsquo Stop is the top of the mind store in general and lifestyle is the top

of mind store of the youth

With regards to the age group of respondents it is observed that72 of the

respondents fall in the age group of 16-24 years and 26 fall in the age group of 25-32

years So it is mostly the youth who shop quite often in these stores

Similarly with regards to the shopping frequency of the respondents it is

observed that 66 of the respondents shop once in a month 21 shop once in 2 months

and 13 once in 6 months In general the shopping frequency is quite high

343 respondents say Lifestyle is their favourite store followed by

Pantaloons with 253 respondents in favour of it Shoppersrsquo Stop stands third in the list

of favourite stores The reason for this is that all players are doing their best in business

and in the process

Acharya Institute of Technology Page 34

Shoppers Stop Limited

RECOMMENDATIONS amp SUGGESTIONS

Given below are some of the RecommendationsSuggestions to improve or modify

service Standards and increase customer delight

Outside appeal of Shoppersrsquo Stop could be improved by adding more attractive

facades and windows Also the entire store on the outside could be repainted and make

more attractive than at present because looks matter always

Parking facility could be improved by having a permanent parking lot that should

be more spacious because during weekends when it is heavily crowded customer face

lots of the problem with regards to parking To overcome this problem appoint more

guards and implement coupon system and categorised parking like two wheelers as well

as four wheelers parking

Valet parking facility could be made available at least for first citizen card

holders

Sales personnel could be offered with some incentives from time to time on the

basis of their performance and motivation programme organised so that they do not

switch over to competitors which are found in increasing number at present as most of

them are part-timers

It is found that Shoppersrsquo Stop is not the best in terms of arrangement and moving

space Merchandise could be arranged in a way that the space is utilized more efficiently

thus creating enough moving space

Brands like Knit and Flat Knit that are not moving very well could be removed to

facilitate or increasing the offer

A separate portion in the store could be allocated for keeping old merchandise

that were not sold out and discount may be offered for the same as applicable

A snack parlour like pop corn corner chip etc a small area for Music ie World

space radio station could be added to the store The store essentially talks about shopping

as an experience Adding these would increase the time a customer spends at the store

and also add to additional revenue Most of the other Shoppersrsquo Stop outlets have these

facilities at present With competitors having these facilities and malls opening up all

around the city this becomes a necessity

Acharya Institute of Technology Page 35

Shoppers Stop Limited

Accessories like inexpensive fashion jewellery watches etc could be placed in

more attractive cases and kept in some centre point so that the customer find it easy to

check them out and this might induce a purchase

The footwear collection for the both men and women could be enhanced by

bringing in more variety like sports formal as well as causal wear There is very little

choice in this case at present

Interaction with customer could be increased by having various activities in the

store frequently and making customer part of these First citizen could be invited so that

their relationship with the store is strengthened and thus they could be retained and repeat

purchase could be induced

Shoppersrsquo Stop has been first mover in this category in many services offered

Some innovative ideas which are not similar to what is already being done by

competitors could be introduced to attract more customers and retain existing customers

Shoppersrsquo Stop can be spending a little more on promotion At present there is

virtually no advertisement of the store continuously It can go for ads in magazines and

also hoarding around the city just to serve as a reminder to customers Pantaloons and

Big Bazaar do more sale promotion activity to create a familiar position in young

generation customers mind

Cleanliness of rest area should be taken care of as frequently as required Even

these have an influence on the customer

Items like fashion accessories magazines could be kept near billing counters

These are items of impulse purchase and hence should be kept at these places

Acharya Institute of Technology Page 36

Shoppers Stop Limited

CONCLUSION

Benchmarking help to analysis the cost cycle time productivity or quality of specific

process Due to benchmarking process (best practice benchmarking) to study the

comparative study of competitive stores (lifestyle Globus Pantaloons etc) with

distinguish parameter

We found that Shoppersrsquo Stop was standing first in many parameters like Sales Personnel

Friendliness Sales Personnel Uniform Arrangement Billing Counters etc

Shoppersrsquo Stop a pioneer in the lifestyle segment of retail store has heavy competition to

put up with In this process it is getting off the top spot which is used to occupy for

years but certainly not losing way With a few innovative ideas and slight modifications

to the existing system it can surely regain the top spot It is interesting to note that

Shoppersrsquo Stop is still the first choice in the customer mind when it comes to shopping It

should leverage on its strong position and let more customers ldquoSTART SOMETHING

NEWrdquo

Acharya Institute of Technology Page 37

Shoppers Stop Limited

ANNEXURE

QUESTIONNAIRE

Personal Information

Name _______________________

Age - 16-24 25-32 33-40 4-48 Above 48

Gender - Male Female

Marital status - Single Married

1 When you think shopping for your family which store comes to your mind first

Shoppersrsquo stop Lifestyle Globus Westside

Big bazaar Pantaloons

2 How frequently do you shop

Once in month Once in 2 months Once in 6 months

3 Based on the Outside appeal ( name boards posters etchellip) and parking facilities rank these stores (note Rank from 1 to 6 1- Best to 6- Worst)

Acharya Institute of Technology Page 38

Shoppers Stop Limited

Stores Parking Facility (space)

Outside appeal (facades windows etc)

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

4 Rank the Sales Personnel of these stores based on the following Attributes

Stores Attentive Friendliness

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

5 Based on the following In-Store Attributes rank the stores

Acharya Institute of Technology Page 39

Shoppers Stop Limited

Stores Music Moving Space Arrangements

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

6 Based on the location and frequency of the following rank these stores

Stores Billing Counters Trial Rooms

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

7 Based on the restrooms and drinking facilities rank these stores

Acharya Institute of Technology Page 40

Shoppers Stop Limited

Stores Rest Room Drinking Facility

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

8 Based on the following attributes rank these stores

Stores Ease of location of desired category

Range of garment Range of acc

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

9 Based on the following factors rank these stores

Acharya Institute of Technology Page 41

Shoppers Stop Limited

Stores Membership Kids Play Area

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

10 Based on the following rank these stores

Stores Ease of Alterexchange

In store Other facilityadvertisement

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

11 Among the given stores which do you think is the best Why

Acharya Institute of Technology Page 42

Shoppers Stop Limited

BIBLIOGRAPHY

Manuals and Reports

Acharya Institute of Technology Page 43

Shoppers Stop Limited

Company manuals company brochures and publications of retail outlets

magazines

Books

Research methodologies-Naresh Malhotra

Consumer behaviour-Leon Schiffman Lesile Lazar Kaunk

Retail management-Chetan Bajaj

Business research method-TATA McGraw Hill

Software

SPSS for data analysis

Web-sites

wwwgoogle co in

wwwretailbizcom

wwwscribdcom

wwwmarketingnpvcom

wwweulevicom

wwwshoppers stopcom

Acharya Institute of Technology Page 44

Shoppers Stop Limited

Table 37- Table showing Cross-tabulation between Age group and Top of mind

store

Top of Mind Store

Age

group

Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

16-24 34 44 4 8 2 16 108

25-32 19 8 2 3 1 6 39

33-40 1 0 0 0 0 0 1

41-48 0 1 0 0 0 1 2

Total 54 53 6 11 3 23 150

Analysis and Interpretation

The above Table Depicts the Cross-tabulation between Age group and Top of mind

store-

Lifestyle show the high pitch in 16-24 age groups because of Lifestyle itself a

Big Brand name in Fashion Industry

Lifestyle also contains Famous designer collection in their stores which is

responsible to attract more Fashion oriented people

Acharya Institute of Technology Page 18

Shoppers Stop Limited

Second position acquired by the Shoppersrsquo Stop because the segment area is

teenagers

Shoppersrsquo Stop use attractive print media and advertisements to attract the

customers

Shoppers Stop Brand Ambassadorsrsquo is Sharukh Khan which is great crush in

teenagers and they would like to copy his style in their Fashion Apparel

Table no - 38 Table showing Cross-tabulation between Gender and Top of mind

store

Acharya Institute of Technology Page 19

Shoppers Stop Limited

Top of Mind Store

Gender Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

Male 42 23 6 8 1 16 96

Female 12 30 0 3 2 7 54

Total 54 53 6 11 3 23 150

Analysis and Interpretation

The above Table and Graphs depicts the Cross-tabulation between Gender and Top of

mind store

In Fashionable worlds Shoppersrsquo Stop has success to grab the good position in

youngster mind

Teenagers attracted more towards Shoppers Stop due to diverse range of garments

in stores

Again male respondents are higher to the female respondents

Lifestyle gives good competition to the shoppersrsquo Stop capture large no of market

share as well as consumers perception

Table no - 39 Table showing Cross-tabulation between Gender and Favorite store

Acharya Institute of Technology Page 20

Shoppers Stop Limited

Favorite Store

Gender Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

Male 26 23 8 13 10 16 96

Female 9 27 1 5 24 8 54

Total 35 50 9 18 14 24 150

Analysis and Interpretation

The above Table depicts the Cross-tabulation between Gender and Favorite store-

Shoppersrsquo Stop is more popular brand store in male because it contains wide

range of malersquos collection

Lifestyle is more popular in female because Lifestyle organized fashion show and

it has own fashion academy for females

Big Bazaar is more popular in House Wives because it contains households

vegetable and garments items at very reasonable price

Big Bazaar gives attractive offer like 5 Din Maha Bachat Offers Sasta Budhvaar

etc

Acharya Institute of Technology Page 21

Shoppers Stop Limited

Table no - 310 Table showing Cross-tabulation between Age group and Favorite

store

Favorite Store

Age

group

Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

16-24 20 40 4 16 10 18 108

25-32 14 10 4 2 3 6 39

33-40 1 0 0 0 0 0 1

41-48 0 0 1 0 0 0 2

Total 35 50 9 18 13 25 150

Analysis and Interpretation

The above Table and Graphs Depicts the Cross-tabulation between Age group and

Favorite store-

Lifestyle show the high pitch in 16-24 age groups because of Lifestyle itself a

Big Brand name in Fashion Industry

Famous Fashion Designer collection keep in Lifestyle to become a favorite store

of youngsters

Acharya Institute of Technology Page 22

Shoppers Stop Limited

Second position acquired by the Shoppersrsquo Stop because the segment area is

teenagers

Negligible response in age group of 33-40 and 40-41 because people belongs to

old thoughts not interested in fashionable worlds

They believe in simple dressing like Saris Kurta Pajama

33 Mean Ranks of the Survey

Table no-311- Consolidated Mean Ranks of parameter for Benchmarking

Format

Stores

Outside

Appeal

Parking

Facility

Sales

Personnel

Sales

Personnel

Music Moving

Space

Arrangement

Acharya Institute of Technology Page 23

Shoppers Stop Limited

Friendliness Uniform

Shoppers

Stop

314 322 197 251 451 364 240

Lifestyle 256 275 271 361 241 268 169

Globus 333 490 381 400 217 522 411

Westside 381 290 359 308 375 395 379

Big Bazaar 552 317 555 521 541 354 550

Pantaloons 263 405 337 259 275 195 351

Analysis and Interpretation

Outside Appeal

It is observed that Lifestyle with the lowest mean rank is the first in outside appeal

Shoppersrsquo Stop with a mean rank of 314 stands third in this aspect

Parking Facility

Acharya Institute of Technology Page 24

Shoppers Stop Limited

It is observed that Lifestyle with the lowest mean rank is the first in this aspect closely

followed by Westside and Shoppersrsquo Stop 322 stands fourth in terms of parking facility

Sales Personnel ndash Friendliness

Shoppersrsquo Stop with the lowest mean rank of 197 stands first in this aspect followed by

Lifestyle and Pantaloons so on

Sales Personnel- Uniform

It is observed that Shoppersrsquo Stop with the lowest mean rank 251 is the first in this

aspect closely followed by Pantaloons ie 259 is the second

Music

It is observed that Globus with the mean rank of 217 stands first in this aspect followed

by Lifestyle and Pantaloons Shoppersrsquo Stop with a value of 451 stands fifth here

Moving space

The above table depicts the mean ranks of the store based on moving space availability

It is observed that Pantaloons with a mean rank of 197 stands first in this aspect

followed by Lifestyle and Shoppersrsquo Stop with a value of 364 stands fourth

Arrangement

The above table depicts the mean ranks of the store based on Arrangement of

merchandise It is observed that Lifestyle with a mean rank of 169 stands first Shoppersrsquo

Stop ranks second with a value of 240

Table no 311- Contdhellip

Format

Stores

Billing

counters

Trial

Rooms

Rest

Room amp

Drinking

Ease of

Location of

Desired

Range of

Garments

Range of

Accessories amp

Acharya Institute of Technology Page 25

Shoppers Stop Limited

Water Category other items

Shoppers

Stop

269 262 340 235 244 321

Lifestyle 220 203 294 159 227 232

Globus 461 472 493 460 477 442

Westside 363 362 222 359 435 452

Big

Bazaar

505 512 518 551 467 371

Pantaloo

ns

283 289 233 336 250 282

Analysis and Interpretations Contdhellip

Billing Counters

The above table depicts the mean ranks of the store based on Location and frequency of

billing counters It is observed that Lifestyle with a mean rank of 220 stands first

Shoppersrsquo Stop ranks second with a value of 269

Acharya Institute of Technology Page 26

Shoppers Stop Limited

Trial Rooms

The above table depicts the mean ranks of the store based on Location and frequency of

Trial rooms It is observed that Lifestyle with a mean rank of 203 stands first Shoppersrsquo

Stop stands second with a mean rank of 262

Rest Room and Drinking Facility

The above table depicts the mean ranks of the store based on restroom and drinking water

facilities It is observed that Westside with a mean rank of 222 stands first Shoppersrsquo

Stop stands fourth with a mean rank of 340

Ease of Location of Desired Category

It is observed that Lifestyle with a mean rank of 159 stands first Shoppersrsquo Stop stands

second with a mean rank of 235

Range of Garments

The above table depicts the mean ranks of the store based on Range of Garments the

Variety that the carry It is observed that Lifestyle stands first with a mean rank of 227

Shoppersrsquo Stop stands second with a mean rank of 244

Range of Accessories and other items

The above table depicts the mean ranks of the store based on Range of Accessories amp

other items like sunglasses footwear and fashion jewellery and a whole of lot items they

carry It is observed that Lifestyle with a mean rank of 232 stands first followed by

Pantaloons with 282 Shoppersrsquo Stop stands third with a mean rank of 321

Table no 311- Contdhellip

Format

Stores

Stores

Membership

schemes

Kids

Play

Area

Ease of

alterationsExchange

In-Store

Advertisement

Others

Acharya Institute of Technology Page 27

Shoppers Stop Limited

Shoppers

Stop

171 321 160 303 483

Lifestyle 202 298 222 329 351

Globus 363 523 383 249 528

Westside 354 248 401 405 207

Big Bazaar 558 469 563 557 323

Pantaloons 453 241 371 257 207

Analysis and Interpretation Contdhellip

Store Membership Schemes

Acharya Institute of Technology Page 28

Shoppers Stop Limited

The above table depicts the mean ranks of the store based on their loyalty

programmedStore membership Scheme It is observed that Shoppersrsquo Stop stands first

with a mean rank of 171 followed by lifestyle 202

Kid Play Area

A pantaloon stands first with a mean rank of 241 Shoppersrsquo Stop with a mean rank of

321 stands fourth in this aspect

Ease of AlterationsExchange

The above table depicts the mean ranks of the store based on Ease of alterations and

exchanges policy Shoppersrsquo Stop stand first in terms of ease with a mean rank of 160

followed by lifestyleA very few respondents said that they have done

Alterationexchanges at all (other stores) other than Big Bazar and hence ranked sixth

In-store Advertisement

The above table depicts the mean ranks of the store based on Advertisement In store of

the various brands they carry their various offer and so on Globus ranks first with a

mean rank of 249 followed by Pantaloons Shoppersrsquo Stop stands third in this aspect

Other Facilities

The above table depicts the mean ranks of the store based on the other facilities like

snack parlors sofas for customer to relax etc Westside (206) ranks first this is attributed

to these facilities at many malls which most of the respondents took while ranking This

is closly followed by Pantaloons Shoppersrsquo Stop stands fifth with a value of 483

Chapter IVAcharya Institute of Technology Page 29

Shoppers Stop Limited

SummaryFINDING amp INFERENCES

Acharya Institute of Technology Page 30

Shoppers Stop Limited

After analyzing the data collected the following were the findings and their

corresponding inferences

Shoppersrsquo Stop stands third in term of outside appeal with a mean rank of

314 This is because all players in this industry give high importance to their stores

outside appeal and some competitors have come out innovative looks for their stores

Shoppersrsquo Stop stands fourth in terms of parking facility with a mean rank of

322 This is because some competitors have a more spacious parking lot and also none of

other competitors collect a parking fee unlike Shoppersrsquo Stop

Shoppersrsquo Stop stands first in terms of sales personnel with a mean rank of

197 This is taking into account their friendliness knowledge uniform etc this is due to

the intensive training given to the sales personnel before they actually get on the floor

Shoppersrsquo Stop stands fifth with a mean rank of 451 with regards to music

played in store This is mainly due to the fact that many of the respondents felt that

Shoppersrsquo Stop plays the same old music over and over again

In terms of moving space inside the store Shoppersrsquo Stop stands fourth with a

mean rank of 364 This is because store like Pantaloons Lifestyle etc are more spacious

compared to Shoppersrsquo Stop Also at few places in the store more items are placed in

comparatively less space thus making movement difficult for customer

When it comes to the top of the mind recall 44 of the male respondents

said Shoppersrsquo Stop was at the top of the mind when it comes to shopping Similarly 56

of the female respondents responded in favor of lifestyle for the same From this it is

evident that women prefer lifestyle rather than Shoppersrsquo Stop

With regards to Arrangement of merchandise Shoppersrsquo Stop stands second

with mean rank of 240 Also Pantaloons which was observed to be most spacious does

not rank as good in terms of Arrangement of merchandise Many respondents felt that

even though there is enough space at Big Bazaar the arrangement of merchandise is not

at all appealing and hence it stands sixth in this aspect

Shoppersrsquo Stop stands second in terms of location and frequency of billing

counters This is because sufficient number of billing counter is placed at strategic

locations in the store Even though Big Bazaar has many billing counters it stands sixth

Acharya Institute of Technology Page 31

Shoppers Stop Limited

because a number of respondents are not satisfied with the number of billing counters at

Globus They felt that the number was very low

Similarly with regards to location and frequency of trial rooms Shoppersrsquo

Stop stands second with a mean rank of 262 Trial rooms again are available in

sufficient number at strategic locations in the store The reason for Big Bazaar standing

sixth in this aspect is again the fact that a number of respondents were not satisfied with

their location at centre points in the store Here again respondents felt that the number of

trial rooms at Globus is very Low and are not satisfied with the same

With regards Restroom and Drinking Water facilities Shoppersrsquo Stop with a

value of 340 stands fourth This is because the facilities is slightly old and is not

maintained as often as those in some other stores on the list New stores are giving very

high importance to cleanliness of such facilities and adding facilities like sensors and the

like

Shoppersrsquo Stop stands second in terms of Ease of location of desired category

with a mean rank of 235 This is mainly due to the fact that danglers indicating category

of items are hung all around the store Lifestyle has edge in this aspect because they are

cleaner and attractive compared to those at Shoppersrsquo Stop

Shoppersrsquo Stop stands second in terms of range of garments the variety in

various categories with a mean rank of 224 This is due to the fact that Shoppersrsquo Stop

carries garments in various ranges and also houses some brands which competitors do

not Even though Big Bazaar carries a wide ranges of garments some respondents felt it

is not as good as that in other stores and hence it stands fifth in this aspect

With regards to range of accessories and other items like footwear sunglasses

fashion jewellery etc Shoppersrsquo Stop stands third with a mean ranks of 321 This is

because footwear for both men and women fashion jewellery collection are very limited

Even though Big Bazaar houses a wide variety of items many respondents felt that the

collection was not good

Shoppersrsquo Stop stands first in terms of Store Membership schemes with the

lowest mean rank of 171 Shoppersrsquo Stop was pioneer in such schemes Even though a

few respondents felt that the entry constraints are more relaxed at some stores as

Acharya Institute of Technology Page 32

Shoppers Stop Limited

compared to Shoppersrsquo Stop it stands first because of various other reasons Respondents

are generally not very aware of the loyalty programmes at Big Bazaar and Pantaloons

When it comes to play area for kids Shoppersrsquo Stop stands fourth with a rank

of 321 In this aspect Westside stands seconds this is attributed to the kids Play Area at

the Shipra Mall Most of the respondents have ranked that for Westside The newer stores

are focusing more on such areas for kids

Shoppersrsquo Stop ranks first in terms of Ease of Alternations Exchanges of

merchandise This is because they follow a very efficient policy for alteration focusing on

not wasting customersrsquo time They have a very good policy for exchanges of merchandise

as well A very few respondents said they have done exchanges at all other stores than

Big Bazaar and hence ranked sixth

With regards to In-store advertisements the various brands they carry and that

of their store Shoppersrsquo Stop stand third in this with a mean rank of 303 Some stores do

not give importance to these while some stores like Globus attribute high importance

Shoppersrsquo Stop stands fifth in terms of other facilities like snack parlors sofas

for customer to relax etc Westside ranks first in this aspect This is attributed to these

facilities at the malls which most of the respondents took while ranking This is closely

followed by Pantaloons

A very high 72 of the respondents in the age group (16-24) and 59 in the

age group (25-32) shop once in a month In general a high portion of respondents shop

every month ie 67 This implies that most of the shoppers are students young

professionals etc

From the study it was evident that57 of the male respondents and a high

83 of the female respondents shop once in a month A very low 7 of the female

respondents shop once in 6 months In other words women shop very often than men

It is observed that36 of the total respondents said Shoppersrsquo Stop comes to

their mind first when they think of shopping for the family and a close35 responded in

favour of lifestyle This shows the wide spread awareness of Shoppersrsquo Stop Even

though competition is hotting up Shoppersrsquo Stop holds a high position in customer mind

Acharya Institute of Technology Page 33

Shoppers Stop Limited

Similarly 83 respondents who responded in favour of Lifestyle belonged to

the age group (16-24) In case of Shoppersrsquo Stop 63 respondents were in age group (16-

24) Hence Shoppersrsquo Stop is the top of the mind store in general and lifestyle is the top

of mind store of the youth

With regards to the age group of respondents it is observed that72 of the

respondents fall in the age group of 16-24 years and 26 fall in the age group of 25-32

years So it is mostly the youth who shop quite often in these stores

Similarly with regards to the shopping frequency of the respondents it is

observed that 66 of the respondents shop once in a month 21 shop once in 2 months

and 13 once in 6 months In general the shopping frequency is quite high

343 respondents say Lifestyle is their favourite store followed by

Pantaloons with 253 respondents in favour of it Shoppersrsquo Stop stands third in the list

of favourite stores The reason for this is that all players are doing their best in business

and in the process

Acharya Institute of Technology Page 34

Shoppers Stop Limited

RECOMMENDATIONS amp SUGGESTIONS

Given below are some of the RecommendationsSuggestions to improve or modify

service Standards and increase customer delight

Outside appeal of Shoppersrsquo Stop could be improved by adding more attractive

facades and windows Also the entire store on the outside could be repainted and make

more attractive than at present because looks matter always

Parking facility could be improved by having a permanent parking lot that should

be more spacious because during weekends when it is heavily crowded customer face

lots of the problem with regards to parking To overcome this problem appoint more

guards and implement coupon system and categorised parking like two wheelers as well

as four wheelers parking

Valet parking facility could be made available at least for first citizen card

holders

Sales personnel could be offered with some incentives from time to time on the

basis of their performance and motivation programme organised so that they do not

switch over to competitors which are found in increasing number at present as most of

them are part-timers

It is found that Shoppersrsquo Stop is not the best in terms of arrangement and moving

space Merchandise could be arranged in a way that the space is utilized more efficiently

thus creating enough moving space

Brands like Knit and Flat Knit that are not moving very well could be removed to

facilitate or increasing the offer

A separate portion in the store could be allocated for keeping old merchandise

that were not sold out and discount may be offered for the same as applicable

A snack parlour like pop corn corner chip etc a small area for Music ie World

space radio station could be added to the store The store essentially talks about shopping

as an experience Adding these would increase the time a customer spends at the store

and also add to additional revenue Most of the other Shoppersrsquo Stop outlets have these

facilities at present With competitors having these facilities and malls opening up all

around the city this becomes a necessity

Acharya Institute of Technology Page 35

Shoppers Stop Limited

Accessories like inexpensive fashion jewellery watches etc could be placed in

more attractive cases and kept in some centre point so that the customer find it easy to

check them out and this might induce a purchase

The footwear collection for the both men and women could be enhanced by

bringing in more variety like sports formal as well as causal wear There is very little

choice in this case at present

Interaction with customer could be increased by having various activities in the

store frequently and making customer part of these First citizen could be invited so that

their relationship with the store is strengthened and thus they could be retained and repeat

purchase could be induced

Shoppersrsquo Stop has been first mover in this category in many services offered

Some innovative ideas which are not similar to what is already being done by

competitors could be introduced to attract more customers and retain existing customers

Shoppersrsquo Stop can be spending a little more on promotion At present there is

virtually no advertisement of the store continuously It can go for ads in magazines and

also hoarding around the city just to serve as a reminder to customers Pantaloons and

Big Bazaar do more sale promotion activity to create a familiar position in young

generation customers mind

Cleanliness of rest area should be taken care of as frequently as required Even

these have an influence on the customer

Items like fashion accessories magazines could be kept near billing counters

These are items of impulse purchase and hence should be kept at these places

Acharya Institute of Technology Page 36

Shoppers Stop Limited

CONCLUSION

Benchmarking help to analysis the cost cycle time productivity or quality of specific

process Due to benchmarking process (best practice benchmarking) to study the

comparative study of competitive stores (lifestyle Globus Pantaloons etc) with

distinguish parameter

We found that Shoppersrsquo Stop was standing first in many parameters like Sales Personnel

Friendliness Sales Personnel Uniform Arrangement Billing Counters etc

Shoppersrsquo Stop a pioneer in the lifestyle segment of retail store has heavy competition to

put up with In this process it is getting off the top spot which is used to occupy for

years but certainly not losing way With a few innovative ideas and slight modifications

to the existing system it can surely regain the top spot It is interesting to note that

Shoppersrsquo Stop is still the first choice in the customer mind when it comes to shopping It

should leverage on its strong position and let more customers ldquoSTART SOMETHING

NEWrdquo

Acharya Institute of Technology Page 37

Shoppers Stop Limited

ANNEXURE

QUESTIONNAIRE

Personal Information

Name _______________________

Age - 16-24 25-32 33-40 4-48 Above 48

Gender - Male Female

Marital status - Single Married

1 When you think shopping for your family which store comes to your mind first

Shoppersrsquo stop Lifestyle Globus Westside

Big bazaar Pantaloons

2 How frequently do you shop

Once in month Once in 2 months Once in 6 months

3 Based on the Outside appeal ( name boards posters etchellip) and parking facilities rank these stores (note Rank from 1 to 6 1- Best to 6- Worst)

Acharya Institute of Technology Page 38

Shoppers Stop Limited

Stores Parking Facility (space)

Outside appeal (facades windows etc)

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

4 Rank the Sales Personnel of these stores based on the following Attributes

Stores Attentive Friendliness

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

5 Based on the following In-Store Attributes rank the stores

Acharya Institute of Technology Page 39

Shoppers Stop Limited

Stores Music Moving Space Arrangements

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

6 Based on the location and frequency of the following rank these stores

Stores Billing Counters Trial Rooms

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

7 Based on the restrooms and drinking facilities rank these stores

Acharya Institute of Technology Page 40

Shoppers Stop Limited

Stores Rest Room Drinking Facility

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

8 Based on the following attributes rank these stores

Stores Ease of location of desired category

Range of garment Range of acc

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

9 Based on the following factors rank these stores

Acharya Institute of Technology Page 41

Shoppers Stop Limited

Stores Membership Kids Play Area

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

10 Based on the following rank these stores

Stores Ease of Alterexchange

In store Other facilityadvertisement

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

11 Among the given stores which do you think is the best Why

Acharya Institute of Technology Page 42

Shoppers Stop Limited

BIBLIOGRAPHY

Manuals and Reports

Acharya Institute of Technology Page 43

Shoppers Stop Limited

Company manuals company brochures and publications of retail outlets

magazines

Books

Research methodologies-Naresh Malhotra

Consumer behaviour-Leon Schiffman Lesile Lazar Kaunk

Retail management-Chetan Bajaj

Business research method-TATA McGraw Hill

Software

SPSS for data analysis

Web-sites

wwwgoogle co in

wwwretailbizcom

wwwscribdcom

wwwmarketingnpvcom

wwweulevicom

wwwshoppers stopcom

Acharya Institute of Technology Page 44

Shoppers Stop Limited

Second position acquired by the Shoppersrsquo Stop because the segment area is

teenagers

Shoppersrsquo Stop use attractive print media and advertisements to attract the

customers

Shoppers Stop Brand Ambassadorsrsquo is Sharukh Khan which is great crush in

teenagers and they would like to copy his style in their Fashion Apparel

Table no - 38 Table showing Cross-tabulation between Gender and Top of mind

store

Acharya Institute of Technology Page 19

Shoppers Stop Limited

Top of Mind Store

Gender Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

Male 42 23 6 8 1 16 96

Female 12 30 0 3 2 7 54

Total 54 53 6 11 3 23 150

Analysis and Interpretation

The above Table and Graphs depicts the Cross-tabulation between Gender and Top of

mind store

In Fashionable worlds Shoppersrsquo Stop has success to grab the good position in

youngster mind

Teenagers attracted more towards Shoppers Stop due to diverse range of garments

in stores

Again male respondents are higher to the female respondents

Lifestyle gives good competition to the shoppersrsquo Stop capture large no of market

share as well as consumers perception

Table no - 39 Table showing Cross-tabulation between Gender and Favorite store

Acharya Institute of Technology Page 20

Shoppers Stop Limited

Favorite Store

Gender Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

Male 26 23 8 13 10 16 96

Female 9 27 1 5 24 8 54

Total 35 50 9 18 14 24 150

Analysis and Interpretation

The above Table depicts the Cross-tabulation between Gender and Favorite store-

Shoppersrsquo Stop is more popular brand store in male because it contains wide

range of malersquos collection

Lifestyle is more popular in female because Lifestyle organized fashion show and

it has own fashion academy for females

Big Bazaar is more popular in House Wives because it contains households

vegetable and garments items at very reasonable price

Big Bazaar gives attractive offer like 5 Din Maha Bachat Offers Sasta Budhvaar

etc

Acharya Institute of Technology Page 21

Shoppers Stop Limited

Table no - 310 Table showing Cross-tabulation between Age group and Favorite

store

Favorite Store

Age

group

Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

16-24 20 40 4 16 10 18 108

25-32 14 10 4 2 3 6 39

33-40 1 0 0 0 0 0 1

41-48 0 0 1 0 0 0 2

Total 35 50 9 18 13 25 150

Analysis and Interpretation

The above Table and Graphs Depicts the Cross-tabulation between Age group and

Favorite store-

Lifestyle show the high pitch in 16-24 age groups because of Lifestyle itself a

Big Brand name in Fashion Industry

Famous Fashion Designer collection keep in Lifestyle to become a favorite store

of youngsters

Acharya Institute of Technology Page 22

Shoppers Stop Limited

Second position acquired by the Shoppersrsquo Stop because the segment area is

teenagers

Negligible response in age group of 33-40 and 40-41 because people belongs to

old thoughts not interested in fashionable worlds

They believe in simple dressing like Saris Kurta Pajama

33 Mean Ranks of the Survey

Table no-311- Consolidated Mean Ranks of parameter for Benchmarking

Format

Stores

Outside

Appeal

Parking

Facility

Sales

Personnel

Sales

Personnel

Music Moving

Space

Arrangement

Acharya Institute of Technology Page 23

Shoppers Stop Limited

Friendliness Uniform

Shoppers

Stop

314 322 197 251 451 364 240

Lifestyle 256 275 271 361 241 268 169

Globus 333 490 381 400 217 522 411

Westside 381 290 359 308 375 395 379

Big Bazaar 552 317 555 521 541 354 550

Pantaloons 263 405 337 259 275 195 351

Analysis and Interpretation

Outside Appeal

It is observed that Lifestyle with the lowest mean rank is the first in outside appeal

Shoppersrsquo Stop with a mean rank of 314 stands third in this aspect

Parking Facility

Acharya Institute of Technology Page 24

Shoppers Stop Limited

It is observed that Lifestyle with the lowest mean rank is the first in this aspect closely

followed by Westside and Shoppersrsquo Stop 322 stands fourth in terms of parking facility

Sales Personnel ndash Friendliness

Shoppersrsquo Stop with the lowest mean rank of 197 stands first in this aspect followed by

Lifestyle and Pantaloons so on

Sales Personnel- Uniform

It is observed that Shoppersrsquo Stop with the lowest mean rank 251 is the first in this

aspect closely followed by Pantaloons ie 259 is the second

Music

It is observed that Globus with the mean rank of 217 stands first in this aspect followed

by Lifestyle and Pantaloons Shoppersrsquo Stop with a value of 451 stands fifth here

Moving space

The above table depicts the mean ranks of the store based on moving space availability

It is observed that Pantaloons with a mean rank of 197 stands first in this aspect

followed by Lifestyle and Shoppersrsquo Stop with a value of 364 stands fourth

Arrangement

The above table depicts the mean ranks of the store based on Arrangement of

merchandise It is observed that Lifestyle with a mean rank of 169 stands first Shoppersrsquo

Stop ranks second with a value of 240

Table no 311- Contdhellip

Format

Stores

Billing

counters

Trial

Rooms

Rest

Room amp

Drinking

Ease of

Location of

Desired

Range of

Garments

Range of

Accessories amp

Acharya Institute of Technology Page 25

Shoppers Stop Limited

Water Category other items

Shoppers

Stop

269 262 340 235 244 321

Lifestyle 220 203 294 159 227 232

Globus 461 472 493 460 477 442

Westside 363 362 222 359 435 452

Big

Bazaar

505 512 518 551 467 371

Pantaloo

ns

283 289 233 336 250 282

Analysis and Interpretations Contdhellip

Billing Counters

The above table depicts the mean ranks of the store based on Location and frequency of

billing counters It is observed that Lifestyle with a mean rank of 220 stands first

Shoppersrsquo Stop ranks second with a value of 269

Acharya Institute of Technology Page 26

Shoppers Stop Limited

Trial Rooms

The above table depicts the mean ranks of the store based on Location and frequency of

Trial rooms It is observed that Lifestyle with a mean rank of 203 stands first Shoppersrsquo

Stop stands second with a mean rank of 262

Rest Room and Drinking Facility

The above table depicts the mean ranks of the store based on restroom and drinking water

facilities It is observed that Westside with a mean rank of 222 stands first Shoppersrsquo

Stop stands fourth with a mean rank of 340

Ease of Location of Desired Category

It is observed that Lifestyle with a mean rank of 159 stands first Shoppersrsquo Stop stands

second with a mean rank of 235

Range of Garments

The above table depicts the mean ranks of the store based on Range of Garments the

Variety that the carry It is observed that Lifestyle stands first with a mean rank of 227

Shoppersrsquo Stop stands second with a mean rank of 244

Range of Accessories and other items

The above table depicts the mean ranks of the store based on Range of Accessories amp

other items like sunglasses footwear and fashion jewellery and a whole of lot items they

carry It is observed that Lifestyle with a mean rank of 232 stands first followed by

Pantaloons with 282 Shoppersrsquo Stop stands third with a mean rank of 321

Table no 311- Contdhellip

Format

Stores

Stores

Membership

schemes

Kids

Play

Area

Ease of

alterationsExchange

In-Store

Advertisement

Others

Acharya Institute of Technology Page 27

Shoppers Stop Limited

Shoppers

Stop

171 321 160 303 483

Lifestyle 202 298 222 329 351

Globus 363 523 383 249 528

Westside 354 248 401 405 207

Big Bazaar 558 469 563 557 323

Pantaloons 453 241 371 257 207

Analysis and Interpretation Contdhellip

Store Membership Schemes

Acharya Institute of Technology Page 28

Shoppers Stop Limited

The above table depicts the mean ranks of the store based on their loyalty

programmedStore membership Scheme It is observed that Shoppersrsquo Stop stands first

with a mean rank of 171 followed by lifestyle 202

Kid Play Area

A pantaloon stands first with a mean rank of 241 Shoppersrsquo Stop with a mean rank of

321 stands fourth in this aspect

Ease of AlterationsExchange

The above table depicts the mean ranks of the store based on Ease of alterations and

exchanges policy Shoppersrsquo Stop stand first in terms of ease with a mean rank of 160

followed by lifestyleA very few respondents said that they have done

Alterationexchanges at all (other stores) other than Big Bazar and hence ranked sixth

In-store Advertisement

The above table depicts the mean ranks of the store based on Advertisement In store of

the various brands they carry their various offer and so on Globus ranks first with a

mean rank of 249 followed by Pantaloons Shoppersrsquo Stop stands third in this aspect

Other Facilities

The above table depicts the mean ranks of the store based on the other facilities like

snack parlors sofas for customer to relax etc Westside (206) ranks first this is attributed

to these facilities at many malls which most of the respondents took while ranking This

is closly followed by Pantaloons Shoppersrsquo Stop stands fifth with a value of 483

Chapter IVAcharya Institute of Technology Page 29

Shoppers Stop Limited

SummaryFINDING amp INFERENCES

Acharya Institute of Technology Page 30

Shoppers Stop Limited

After analyzing the data collected the following were the findings and their

corresponding inferences

Shoppersrsquo Stop stands third in term of outside appeal with a mean rank of

314 This is because all players in this industry give high importance to their stores

outside appeal and some competitors have come out innovative looks for their stores

Shoppersrsquo Stop stands fourth in terms of parking facility with a mean rank of

322 This is because some competitors have a more spacious parking lot and also none of

other competitors collect a parking fee unlike Shoppersrsquo Stop

Shoppersrsquo Stop stands first in terms of sales personnel with a mean rank of

197 This is taking into account their friendliness knowledge uniform etc this is due to

the intensive training given to the sales personnel before they actually get on the floor

Shoppersrsquo Stop stands fifth with a mean rank of 451 with regards to music

played in store This is mainly due to the fact that many of the respondents felt that

Shoppersrsquo Stop plays the same old music over and over again

In terms of moving space inside the store Shoppersrsquo Stop stands fourth with a

mean rank of 364 This is because store like Pantaloons Lifestyle etc are more spacious

compared to Shoppersrsquo Stop Also at few places in the store more items are placed in

comparatively less space thus making movement difficult for customer

When it comes to the top of the mind recall 44 of the male respondents

said Shoppersrsquo Stop was at the top of the mind when it comes to shopping Similarly 56

of the female respondents responded in favor of lifestyle for the same From this it is

evident that women prefer lifestyle rather than Shoppersrsquo Stop

With regards to Arrangement of merchandise Shoppersrsquo Stop stands second

with mean rank of 240 Also Pantaloons which was observed to be most spacious does

not rank as good in terms of Arrangement of merchandise Many respondents felt that

even though there is enough space at Big Bazaar the arrangement of merchandise is not

at all appealing and hence it stands sixth in this aspect

Shoppersrsquo Stop stands second in terms of location and frequency of billing

counters This is because sufficient number of billing counter is placed at strategic

locations in the store Even though Big Bazaar has many billing counters it stands sixth

Acharya Institute of Technology Page 31

Shoppers Stop Limited

because a number of respondents are not satisfied with the number of billing counters at

Globus They felt that the number was very low

Similarly with regards to location and frequency of trial rooms Shoppersrsquo

Stop stands second with a mean rank of 262 Trial rooms again are available in

sufficient number at strategic locations in the store The reason for Big Bazaar standing

sixth in this aspect is again the fact that a number of respondents were not satisfied with

their location at centre points in the store Here again respondents felt that the number of

trial rooms at Globus is very Low and are not satisfied with the same

With regards Restroom and Drinking Water facilities Shoppersrsquo Stop with a

value of 340 stands fourth This is because the facilities is slightly old and is not

maintained as often as those in some other stores on the list New stores are giving very

high importance to cleanliness of such facilities and adding facilities like sensors and the

like

Shoppersrsquo Stop stands second in terms of Ease of location of desired category

with a mean rank of 235 This is mainly due to the fact that danglers indicating category

of items are hung all around the store Lifestyle has edge in this aspect because they are

cleaner and attractive compared to those at Shoppersrsquo Stop

Shoppersrsquo Stop stands second in terms of range of garments the variety in

various categories with a mean rank of 224 This is due to the fact that Shoppersrsquo Stop

carries garments in various ranges and also houses some brands which competitors do

not Even though Big Bazaar carries a wide ranges of garments some respondents felt it

is not as good as that in other stores and hence it stands fifth in this aspect

With regards to range of accessories and other items like footwear sunglasses

fashion jewellery etc Shoppersrsquo Stop stands third with a mean ranks of 321 This is

because footwear for both men and women fashion jewellery collection are very limited

Even though Big Bazaar houses a wide variety of items many respondents felt that the

collection was not good

Shoppersrsquo Stop stands first in terms of Store Membership schemes with the

lowest mean rank of 171 Shoppersrsquo Stop was pioneer in such schemes Even though a

few respondents felt that the entry constraints are more relaxed at some stores as

Acharya Institute of Technology Page 32

Shoppers Stop Limited

compared to Shoppersrsquo Stop it stands first because of various other reasons Respondents

are generally not very aware of the loyalty programmes at Big Bazaar and Pantaloons

When it comes to play area for kids Shoppersrsquo Stop stands fourth with a rank

of 321 In this aspect Westside stands seconds this is attributed to the kids Play Area at

the Shipra Mall Most of the respondents have ranked that for Westside The newer stores

are focusing more on such areas for kids

Shoppersrsquo Stop ranks first in terms of Ease of Alternations Exchanges of

merchandise This is because they follow a very efficient policy for alteration focusing on

not wasting customersrsquo time They have a very good policy for exchanges of merchandise

as well A very few respondents said they have done exchanges at all other stores than

Big Bazaar and hence ranked sixth

With regards to In-store advertisements the various brands they carry and that

of their store Shoppersrsquo Stop stand third in this with a mean rank of 303 Some stores do

not give importance to these while some stores like Globus attribute high importance

Shoppersrsquo Stop stands fifth in terms of other facilities like snack parlors sofas

for customer to relax etc Westside ranks first in this aspect This is attributed to these

facilities at the malls which most of the respondents took while ranking This is closely

followed by Pantaloons

A very high 72 of the respondents in the age group (16-24) and 59 in the

age group (25-32) shop once in a month In general a high portion of respondents shop

every month ie 67 This implies that most of the shoppers are students young

professionals etc

From the study it was evident that57 of the male respondents and a high

83 of the female respondents shop once in a month A very low 7 of the female

respondents shop once in 6 months In other words women shop very often than men

It is observed that36 of the total respondents said Shoppersrsquo Stop comes to

their mind first when they think of shopping for the family and a close35 responded in

favour of lifestyle This shows the wide spread awareness of Shoppersrsquo Stop Even

though competition is hotting up Shoppersrsquo Stop holds a high position in customer mind

Acharya Institute of Technology Page 33

Shoppers Stop Limited

Similarly 83 respondents who responded in favour of Lifestyle belonged to

the age group (16-24) In case of Shoppersrsquo Stop 63 respondents were in age group (16-

24) Hence Shoppersrsquo Stop is the top of the mind store in general and lifestyle is the top

of mind store of the youth

With regards to the age group of respondents it is observed that72 of the

respondents fall in the age group of 16-24 years and 26 fall in the age group of 25-32

years So it is mostly the youth who shop quite often in these stores

Similarly with regards to the shopping frequency of the respondents it is

observed that 66 of the respondents shop once in a month 21 shop once in 2 months

and 13 once in 6 months In general the shopping frequency is quite high

343 respondents say Lifestyle is their favourite store followed by

Pantaloons with 253 respondents in favour of it Shoppersrsquo Stop stands third in the list

of favourite stores The reason for this is that all players are doing their best in business

and in the process

Acharya Institute of Technology Page 34

Shoppers Stop Limited

RECOMMENDATIONS amp SUGGESTIONS

Given below are some of the RecommendationsSuggestions to improve or modify

service Standards and increase customer delight

Outside appeal of Shoppersrsquo Stop could be improved by adding more attractive

facades and windows Also the entire store on the outside could be repainted and make

more attractive than at present because looks matter always

Parking facility could be improved by having a permanent parking lot that should

be more spacious because during weekends when it is heavily crowded customer face

lots of the problem with regards to parking To overcome this problem appoint more

guards and implement coupon system and categorised parking like two wheelers as well

as four wheelers parking

Valet parking facility could be made available at least for first citizen card

holders

Sales personnel could be offered with some incentives from time to time on the

basis of their performance and motivation programme organised so that they do not

switch over to competitors which are found in increasing number at present as most of

them are part-timers

It is found that Shoppersrsquo Stop is not the best in terms of arrangement and moving

space Merchandise could be arranged in a way that the space is utilized more efficiently

thus creating enough moving space

Brands like Knit and Flat Knit that are not moving very well could be removed to

facilitate or increasing the offer

A separate portion in the store could be allocated for keeping old merchandise

that were not sold out and discount may be offered for the same as applicable

A snack parlour like pop corn corner chip etc a small area for Music ie World

space radio station could be added to the store The store essentially talks about shopping

as an experience Adding these would increase the time a customer spends at the store

and also add to additional revenue Most of the other Shoppersrsquo Stop outlets have these

facilities at present With competitors having these facilities and malls opening up all

around the city this becomes a necessity

Acharya Institute of Technology Page 35

Shoppers Stop Limited

Accessories like inexpensive fashion jewellery watches etc could be placed in

more attractive cases and kept in some centre point so that the customer find it easy to

check them out and this might induce a purchase

The footwear collection for the both men and women could be enhanced by

bringing in more variety like sports formal as well as causal wear There is very little

choice in this case at present

Interaction with customer could be increased by having various activities in the

store frequently and making customer part of these First citizen could be invited so that

their relationship with the store is strengthened and thus they could be retained and repeat

purchase could be induced

Shoppersrsquo Stop has been first mover in this category in many services offered

Some innovative ideas which are not similar to what is already being done by

competitors could be introduced to attract more customers and retain existing customers

Shoppersrsquo Stop can be spending a little more on promotion At present there is

virtually no advertisement of the store continuously It can go for ads in magazines and

also hoarding around the city just to serve as a reminder to customers Pantaloons and

Big Bazaar do more sale promotion activity to create a familiar position in young

generation customers mind

Cleanliness of rest area should be taken care of as frequently as required Even

these have an influence on the customer

Items like fashion accessories magazines could be kept near billing counters

These are items of impulse purchase and hence should be kept at these places

Acharya Institute of Technology Page 36

Shoppers Stop Limited

CONCLUSION

Benchmarking help to analysis the cost cycle time productivity or quality of specific

process Due to benchmarking process (best practice benchmarking) to study the

comparative study of competitive stores (lifestyle Globus Pantaloons etc) with

distinguish parameter

We found that Shoppersrsquo Stop was standing first in many parameters like Sales Personnel

Friendliness Sales Personnel Uniform Arrangement Billing Counters etc

Shoppersrsquo Stop a pioneer in the lifestyle segment of retail store has heavy competition to

put up with In this process it is getting off the top spot which is used to occupy for

years but certainly not losing way With a few innovative ideas and slight modifications

to the existing system it can surely regain the top spot It is interesting to note that

Shoppersrsquo Stop is still the first choice in the customer mind when it comes to shopping It

should leverage on its strong position and let more customers ldquoSTART SOMETHING

NEWrdquo

Acharya Institute of Technology Page 37

Shoppers Stop Limited

ANNEXURE

QUESTIONNAIRE

Personal Information

Name _______________________

Age - 16-24 25-32 33-40 4-48 Above 48

Gender - Male Female

Marital status - Single Married

1 When you think shopping for your family which store comes to your mind first

Shoppersrsquo stop Lifestyle Globus Westside

Big bazaar Pantaloons

2 How frequently do you shop

Once in month Once in 2 months Once in 6 months

3 Based on the Outside appeal ( name boards posters etchellip) and parking facilities rank these stores (note Rank from 1 to 6 1- Best to 6- Worst)

Acharya Institute of Technology Page 38

Shoppers Stop Limited

Stores Parking Facility (space)

Outside appeal (facades windows etc)

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

4 Rank the Sales Personnel of these stores based on the following Attributes

Stores Attentive Friendliness

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

5 Based on the following In-Store Attributes rank the stores

Acharya Institute of Technology Page 39

Shoppers Stop Limited

Stores Music Moving Space Arrangements

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

6 Based on the location and frequency of the following rank these stores

Stores Billing Counters Trial Rooms

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

7 Based on the restrooms and drinking facilities rank these stores

Acharya Institute of Technology Page 40

Shoppers Stop Limited

Stores Rest Room Drinking Facility

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

8 Based on the following attributes rank these stores

Stores Ease of location of desired category

Range of garment Range of acc

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

9 Based on the following factors rank these stores

Acharya Institute of Technology Page 41

Shoppers Stop Limited

Stores Membership Kids Play Area

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

10 Based on the following rank these stores

Stores Ease of Alterexchange

In store Other facilityadvertisement

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

11 Among the given stores which do you think is the best Why

Acharya Institute of Technology Page 42

Shoppers Stop Limited

BIBLIOGRAPHY

Manuals and Reports

Acharya Institute of Technology Page 43

Shoppers Stop Limited

Company manuals company brochures and publications of retail outlets

magazines

Books

Research methodologies-Naresh Malhotra

Consumer behaviour-Leon Schiffman Lesile Lazar Kaunk

Retail management-Chetan Bajaj

Business research method-TATA McGraw Hill

Software

SPSS for data analysis

Web-sites

wwwgoogle co in

wwwretailbizcom

wwwscribdcom

wwwmarketingnpvcom

wwweulevicom

wwwshoppers stopcom

Acharya Institute of Technology Page 44

Shoppers Stop Limited

Top of Mind Store

Gender Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

Male 42 23 6 8 1 16 96

Female 12 30 0 3 2 7 54

Total 54 53 6 11 3 23 150

Analysis and Interpretation

The above Table and Graphs depicts the Cross-tabulation between Gender and Top of

mind store

In Fashionable worlds Shoppersrsquo Stop has success to grab the good position in

youngster mind

Teenagers attracted more towards Shoppers Stop due to diverse range of garments

in stores

Again male respondents are higher to the female respondents

Lifestyle gives good competition to the shoppersrsquo Stop capture large no of market

share as well as consumers perception

Table no - 39 Table showing Cross-tabulation between Gender and Favorite store

Acharya Institute of Technology Page 20

Shoppers Stop Limited

Favorite Store

Gender Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

Male 26 23 8 13 10 16 96

Female 9 27 1 5 24 8 54

Total 35 50 9 18 14 24 150

Analysis and Interpretation

The above Table depicts the Cross-tabulation between Gender and Favorite store-

Shoppersrsquo Stop is more popular brand store in male because it contains wide

range of malersquos collection

Lifestyle is more popular in female because Lifestyle organized fashion show and

it has own fashion academy for females

Big Bazaar is more popular in House Wives because it contains households

vegetable and garments items at very reasonable price

Big Bazaar gives attractive offer like 5 Din Maha Bachat Offers Sasta Budhvaar

etc

Acharya Institute of Technology Page 21

Shoppers Stop Limited

Table no - 310 Table showing Cross-tabulation between Age group and Favorite

store

Favorite Store

Age

group

Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

16-24 20 40 4 16 10 18 108

25-32 14 10 4 2 3 6 39

33-40 1 0 0 0 0 0 1

41-48 0 0 1 0 0 0 2

Total 35 50 9 18 13 25 150

Analysis and Interpretation

The above Table and Graphs Depicts the Cross-tabulation between Age group and

Favorite store-

Lifestyle show the high pitch in 16-24 age groups because of Lifestyle itself a

Big Brand name in Fashion Industry

Famous Fashion Designer collection keep in Lifestyle to become a favorite store

of youngsters

Acharya Institute of Technology Page 22

Shoppers Stop Limited

Second position acquired by the Shoppersrsquo Stop because the segment area is

teenagers

Negligible response in age group of 33-40 and 40-41 because people belongs to

old thoughts not interested in fashionable worlds

They believe in simple dressing like Saris Kurta Pajama

33 Mean Ranks of the Survey

Table no-311- Consolidated Mean Ranks of parameter for Benchmarking

Format

Stores

Outside

Appeal

Parking

Facility

Sales

Personnel

Sales

Personnel

Music Moving

Space

Arrangement

Acharya Institute of Technology Page 23

Shoppers Stop Limited

Friendliness Uniform

Shoppers

Stop

314 322 197 251 451 364 240

Lifestyle 256 275 271 361 241 268 169

Globus 333 490 381 400 217 522 411

Westside 381 290 359 308 375 395 379

Big Bazaar 552 317 555 521 541 354 550

Pantaloons 263 405 337 259 275 195 351

Analysis and Interpretation

Outside Appeal

It is observed that Lifestyle with the lowest mean rank is the first in outside appeal

Shoppersrsquo Stop with a mean rank of 314 stands third in this aspect

Parking Facility

Acharya Institute of Technology Page 24

Shoppers Stop Limited

It is observed that Lifestyle with the lowest mean rank is the first in this aspect closely

followed by Westside and Shoppersrsquo Stop 322 stands fourth in terms of parking facility

Sales Personnel ndash Friendliness

Shoppersrsquo Stop with the lowest mean rank of 197 stands first in this aspect followed by

Lifestyle and Pantaloons so on

Sales Personnel- Uniform

It is observed that Shoppersrsquo Stop with the lowest mean rank 251 is the first in this

aspect closely followed by Pantaloons ie 259 is the second

Music

It is observed that Globus with the mean rank of 217 stands first in this aspect followed

by Lifestyle and Pantaloons Shoppersrsquo Stop with a value of 451 stands fifth here

Moving space

The above table depicts the mean ranks of the store based on moving space availability

It is observed that Pantaloons with a mean rank of 197 stands first in this aspect

followed by Lifestyle and Shoppersrsquo Stop with a value of 364 stands fourth

Arrangement

The above table depicts the mean ranks of the store based on Arrangement of

merchandise It is observed that Lifestyle with a mean rank of 169 stands first Shoppersrsquo

Stop ranks second with a value of 240

Table no 311- Contdhellip

Format

Stores

Billing

counters

Trial

Rooms

Rest

Room amp

Drinking

Ease of

Location of

Desired

Range of

Garments

Range of

Accessories amp

Acharya Institute of Technology Page 25

Shoppers Stop Limited

Water Category other items

Shoppers

Stop

269 262 340 235 244 321

Lifestyle 220 203 294 159 227 232

Globus 461 472 493 460 477 442

Westside 363 362 222 359 435 452

Big

Bazaar

505 512 518 551 467 371

Pantaloo

ns

283 289 233 336 250 282

Analysis and Interpretations Contdhellip

Billing Counters

The above table depicts the mean ranks of the store based on Location and frequency of

billing counters It is observed that Lifestyle with a mean rank of 220 stands first

Shoppersrsquo Stop ranks second with a value of 269

Acharya Institute of Technology Page 26

Shoppers Stop Limited

Trial Rooms

The above table depicts the mean ranks of the store based on Location and frequency of

Trial rooms It is observed that Lifestyle with a mean rank of 203 stands first Shoppersrsquo

Stop stands second with a mean rank of 262

Rest Room and Drinking Facility

The above table depicts the mean ranks of the store based on restroom and drinking water

facilities It is observed that Westside with a mean rank of 222 stands first Shoppersrsquo

Stop stands fourth with a mean rank of 340

Ease of Location of Desired Category

It is observed that Lifestyle with a mean rank of 159 stands first Shoppersrsquo Stop stands

second with a mean rank of 235

Range of Garments

The above table depicts the mean ranks of the store based on Range of Garments the

Variety that the carry It is observed that Lifestyle stands first with a mean rank of 227

Shoppersrsquo Stop stands second with a mean rank of 244

Range of Accessories and other items

The above table depicts the mean ranks of the store based on Range of Accessories amp

other items like sunglasses footwear and fashion jewellery and a whole of lot items they

carry It is observed that Lifestyle with a mean rank of 232 stands first followed by

Pantaloons with 282 Shoppersrsquo Stop stands third with a mean rank of 321

Table no 311- Contdhellip

Format

Stores

Stores

Membership

schemes

Kids

Play

Area

Ease of

alterationsExchange

In-Store

Advertisement

Others

Acharya Institute of Technology Page 27

Shoppers Stop Limited

Shoppers

Stop

171 321 160 303 483

Lifestyle 202 298 222 329 351

Globus 363 523 383 249 528

Westside 354 248 401 405 207

Big Bazaar 558 469 563 557 323

Pantaloons 453 241 371 257 207

Analysis and Interpretation Contdhellip

Store Membership Schemes

Acharya Institute of Technology Page 28

Shoppers Stop Limited

The above table depicts the mean ranks of the store based on their loyalty

programmedStore membership Scheme It is observed that Shoppersrsquo Stop stands first

with a mean rank of 171 followed by lifestyle 202

Kid Play Area

A pantaloon stands first with a mean rank of 241 Shoppersrsquo Stop with a mean rank of

321 stands fourth in this aspect

Ease of AlterationsExchange

The above table depicts the mean ranks of the store based on Ease of alterations and

exchanges policy Shoppersrsquo Stop stand first in terms of ease with a mean rank of 160

followed by lifestyleA very few respondents said that they have done

Alterationexchanges at all (other stores) other than Big Bazar and hence ranked sixth

In-store Advertisement

The above table depicts the mean ranks of the store based on Advertisement In store of

the various brands they carry their various offer and so on Globus ranks first with a

mean rank of 249 followed by Pantaloons Shoppersrsquo Stop stands third in this aspect

Other Facilities

The above table depicts the mean ranks of the store based on the other facilities like

snack parlors sofas for customer to relax etc Westside (206) ranks first this is attributed

to these facilities at many malls which most of the respondents took while ranking This

is closly followed by Pantaloons Shoppersrsquo Stop stands fifth with a value of 483

Chapter IVAcharya Institute of Technology Page 29

Shoppers Stop Limited

SummaryFINDING amp INFERENCES

Acharya Institute of Technology Page 30

Shoppers Stop Limited

After analyzing the data collected the following were the findings and their

corresponding inferences

Shoppersrsquo Stop stands third in term of outside appeal with a mean rank of

314 This is because all players in this industry give high importance to their stores

outside appeal and some competitors have come out innovative looks for their stores

Shoppersrsquo Stop stands fourth in terms of parking facility with a mean rank of

322 This is because some competitors have a more spacious parking lot and also none of

other competitors collect a parking fee unlike Shoppersrsquo Stop

Shoppersrsquo Stop stands first in terms of sales personnel with a mean rank of

197 This is taking into account their friendliness knowledge uniform etc this is due to

the intensive training given to the sales personnel before they actually get on the floor

Shoppersrsquo Stop stands fifth with a mean rank of 451 with regards to music

played in store This is mainly due to the fact that many of the respondents felt that

Shoppersrsquo Stop plays the same old music over and over again

In terms of moving space inside the store Shoppersrsquo Stop stands fourth with a

mean rank of 364 This is because store like Pantaloons Lifestyle etc are more spacious

compared to Shoppersrsquo Stop Also at few places in the store more items are placed in

comparatively less space thus making movement difficult for customer

When it comes to the top of the mind recall 44 of the male respondents

said Shoppersrsquo Stop was at the top of the mind when it comes to shopping Similarly 56

of the female respondents responded in favor of lifestyle for the same From this it is

evident that women prefer lifestyle rather than Shoppersrsquo Stop

With regards to Arrangement of merchandise Shoppersrsquo Stop stands second

with mean rank of 240 Also Pantaloons which was observed to be most spacious does

not rank as good in terms of Arrangement of merchandise Many respondents felt that

even though there is enough space at Big Bazaar the arrangement of merchandise is not

at all appealing and hence it stands sixth in this aspect

Shoppersrsquo Stop stands second in terms of location and frequency of billing

counters This is because sufficient number of billing counter is placed at strategic

locations in the store Even though Big Bazaar has many billing counters it stands sixth

Acharya Institute of Technology Page 31

Shoppers Stop Limited

because a number of respondents are not satisfied with the number of billing counters at

Globus They felt that the number was very low

Similarly with regards to location and frequency of trial rooms Shoppersrsquo

Stop stands second with a mean rank of 262 Trial rooms again are available in

sufficient number at strategic locations in the store The reason for Big Bazaar standing

sixth in this aspect is again the fact that a number of respondents were not satisfied with

their location at centre points in the store Here again respondents felt that the number of

trial rooms at Globus is very Low and are not satisfied with the same

With regards Restroom and Drinking Water facilities Shoppersrsquo Stop with a

value of 340 stands fourth This is because the facilities is slightly old and is not

maintained as often as those in some other stores on the list New stores are giving very

high importance to cleanliness of such facilities and adding facilities like sensors and the

like

Shoppersrsquo Stop stands second in terms of Ease of location of desired category

with a mean rank of 235 This is mainly due to the fact that danglers indicating category

of items are hung all around the store Lifestyle has edge in this aspect because they are

cleaner and attractive compared to those at Shoppersrsquo Stop

Shoppersrsquo Stop stands second in terms of range of garments the variety in

various categories with a mean rank of 224 This is due to the fact that Shoppersrsquo Stop

carries garments in various ranges and also houses some brands which competitors do

not Even though Big Bazaar carries a wide ranges of garments some respondents felt it

is not as good as that in other stores and hence it stands fifth in this aspect

With regards to range of accessories and other items like footwear sunglasses

fashion jewellery etc Shoppersrsquo Stop stands third with a mean ranks of 321 This is

because footwear for both men and women fashion jewellery collection are very limited

Even though Big Bazaar houses a wide variety of items many respondents felt that the

collection was not good

Shoppersrsquo Stop stands first in terms of Store Membership schemes with the

lowest mean rank of 171 Shoppersrsquo Stop was pioneer in such schemes Even though a

few respondents felt that the entry constraints are more relaxed at some stores as

Acharya Institute of Technology Page 32

Shoppers Stop Limited

compared to Shoppersrsquo Stop it stands first because of various other reasons Respondents

are generally not very aware of the loyalty programmes at Big Bazaar and Pantaloons

When it comes to play area for kids Shoppersrsquo Stop stands fourth with a rank

of 321 In this aspect Westside stands seconds this is attributed to the kids Play Area at

the Shipra Mall Most of the respondents have ranked that for Westside The newer stores

are focusing more on such areas for kids

Shoppersrsquo Stop ranks first in terms of Ease of Alternations Exchanges of

merchandise This is because they follow a very efficient policy for alteration focusing on

not wasting customersrsquo time They have a very good policy for exchanges of merchandise

as well A very few respondents said they have done exchanges at all other stores than

Big Bazaar and hence ranked sixth

With regards to In-store advertisements the various brands they carry and that

of their store Shoppersrsquo Stop stand third in this with a mean rank of 303 Some stores do

not give importance to these while some stores like Globus attribute high importance

Shoppersrsquo Stop stands fifth in terms of other facilities like snack parlors sofas

for customer to relax etc Westside ranks first in this aspect This is attributed to these

facilities at the malls which most of the respondents took while ranking This is closely

followed by Pantaloons

A very high 72 of the respondents in the age group (16-24) and 59 in the

age group (25-32) shop once in a month In general a high portion of respondents shop

every month ie 67 This implies that most of the shoppers are students young

professionals etc

From the study it was evident that57 of the male respondents and a high

83 of the female respondents shop once in a month A very low 7 of the female

respondents shop once in 6 months In other words women shop very often than men

It is observed that36 of the total respondents said Shoppersrsquo Stop comes to

their mind first when they think of shopping for the family and a close35 responded in

favour of lifestyle This shows the wide spread awareness of Shoppersrsquo Stop Even

though competition is hotting up Shoppersrsquo Stop holds a high position in customer mind

Acharya Institute of Technology Page 33

Shoppers Stop Limited

Similarly 83 respondents who responded in favour of Lifestyle belonged to

the age group (16-24) In case of Shoppersrsquo Stop 63 respondents were in age group (16-

24) Hence Shoppersrsquo Stop is the top of the mind store in general and lifestyle is the top

of mind store of the youth

With regards to the age group of respondents it is observed that72 of the

respondents fall in the age group of 16-24 years and 26 fall in the age group of 25-32

years So it is mostly the youth who shop quite often in these stores

Similarly with regards to the shopping frequency of the respondents it is

observed that 66 of the respondents shop once in a month 21 shop once in 2 months

and 13 once in 6 months In general the shopping frequency is quite high

343 respondents say Lifestyle is their favourite store followed by

Pantaloons with 253 respondents in favour of it Shoppersrsquo Stop stands third in the list

of favourite stores The reason for this is that all players are doing their best in business

and in the process

Acharya Institute of Technology Page 34

Shoppers Stop Limited

RECOMMENDATIONS amp SUGGESTIONS

Given below are some of the RecommendationsSuggestions to improve or modify

service Standards and increase customer delight

Outside appeal of Shoppersrsquo Stop could be improved by adding more attractive

facades and windows Also the entire store on the outside could be repainted and make

more attractive than at present because looks matter always

Parking facility could be improved by having a permanent parking lot that should

be more spacious because during weekends when it is heavily crowded customer face

lots of the problem with regards to parking To overcome this problem appoint more

guards and implement coupon system and categorised parking like two wheelers as well

as four wheelers parking

Valet parking facility could be made available at least for first citizen card

holders

Sales personnel could be offered with some incentives from time to time on the

basis of their performance and motivation programme organised so that they do not

switch over to competitors which are found in increasing number at present as most of

them are part-timers

It is found that Shoppersrsquo Stop is not the best in terms of arrangement and moving

space Merchandise could be arranged in a way that the space is utilized more efficiently

thus creating enough moving space

Brands like Knit and Flat Knit that are not moving very well could be removed to

facilitate or increasing the offer

A separate portion in the store could be allocated for keeping old merchandise

that were not sold out and discount may be offered for the same as applicable

A snack parlour like pop corn corner chip etc a small area for Music ie World

space radio station could be added to the store The store essentially talks about shopping

as an experience Adding these would increase the time a customer spends at the store

and also add to additional revenue Most of the other Shoppersrsquo Stop outlets have these

facilities at present With competitors having these facilities and malls opening up all

around the city this becomes a necessity

Acharya Institute of Technology Page 35

Shoppers Stop Limited

Accessories like inexpensive fashion jewellery watches etc could be placed in

more attractive cases and kept in some centre point so that the customer find it easy to

check them out and this might induce a purchase

The footwear collection for the both men and women could be enhanced by

bringing in more variety like sports formal as well as causal wear There is very little

choice in this case at present

Interaction with customer could be increased by having various activities in the

store frequently and making customer part of these First citizen could be invited so that

their relationship with the store is strengthened and thus they could be retained and repeat

purchase could be induced

Shoppersrsquo Stop has been first mover in this category in many services offered

Some innovative ideas which are not similar to what is already being done by

competitors could be introduced to attract more customers and retain existing customers

Shoppersrsquo Stop can be spending a little more on promotion At present there is

virtually no advertisement of the store continuously It can go for ads in magazines and

also hoarding around the city just to serve as a reminder to customers Pantaloons and

Big Bazaar do more sale promotion activity to create a familiar position in young

generation customers mind

Cleanliness of rest area should be taken care of as frequently as required Even

these have an influence on the customer

Items like fashion accessories magazines could be kept near billing counters

These are items of impulse purchase and hence should be kept at these places

Acharya Institute of Technology Page 36

Shoppers Stop Limited

CONCLUSION

Benchmarking help to analysis the cost cycle time productivity or quality of specific

process Due to benchmarking process (best practice benchmarking) to study the

comparative study of competitive stores (lifestyle Globus Pantaloons etc) with

distinguish parameter

We found that Shoppersrsquo Stop was standing first in many parameters like Sales Personnel

Friendliness Sales Personnel Uniform Arrangement Billing Counters etc

Shoppersrsquo Stop a pioneer in the lifestyle segment of retail store has heavy competition to

put up with In this process it is getting off the top spot which is used to occupy for

years but certainly not losing way With a few innovative ideas and slight modifications

to the existing system it can surely regain the top spot It is interesting to note that

Shoppersrsquo Stop is still the first choice in the customer mind when it comes to shopping It

should leverage on its strong position and let more customers ldquoSTART SOMETHING

NEWrdquo

Acharya Institute of Technology Page 37

Shoppers Stop Limited

ANNEXURE

QUESTIONNAIRE

Personal Information

Name _______________________

Age - 16-24 25-32 33-40 4-48 Above 48

Gender - Male Female

Marital status - Single Married

1 When you think shopping for your family which store comes to your mind first

Shoppersrsquo stop Lifestyle Globus Westside

Big bazaar Pantaloons

2 How frequently do you shop

Once in month Once in 2 months Once in 6 months

3 Based on the Outside appeal ( name boards posters etchellip) and parking facilities rank these stores (note Rank from 1 to 6 1- Best to 6- Worst)

Acharya Institute of Technology Page 38

Shoppers Stop Limited

Stores Parking Facility (space)

Outside appeal (facades windows etc)

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

4 Rank the Sales Personnel of these stores based on the following Attributes

Stores Attentive Friendliness

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

5 Based on the following In-Store Attributes rank the stores

Acharya Institute of Technology Page 39

Shoppers Stop Limited

Stores Music Moving Space Arrangements

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

6 Based on the location and frequency of the following rank these stores

Stores Billing Counters Trial Rooms

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

7 Based on the restrooms and drinking facilities rank these stores

Acharya Institute of Technology Page 40

Shoppers Stop Limited

Stores Rest Room Drinking Facility

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

8 Based on the following attributes rank these stores

Stores Ease of location of desired category

Range of garment Range of acc

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

9 Based on the following factors rank these stores

Acharya Institute of Technology Page 41

Shoppers Stop Limited

Stores Membership Kids Play Area

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

10 Based on the following rank these stores

Stores Ease of Alterexchange

In store Other facilityadvertisement

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

11 Among the given stores which do you think is the best Why

Acharya Institute of Technology Page 42

Shoppers Stop Limited

BIBLIOGRAPHY

Manuals and Reports

Acharya Institute of Technology Page 43

Shoppers Stop Limited

Company manuals company brochures and publications of retail outlets

magazines

Books

Research methodologies-Naresh Malhotra

Consumer behaviour-Leon Schiffman Lesile Lazar Kaunk

Retail management-Chetan Bajaj

Business research method-TATA McGraw Hill

Software

SPSS for data analysis

Web-sites

wwwgoogle co in

wwwretailbizcom

wwwscribdcom

wwwmarketingnpvcom

wwweulevicom

wwwshoppers stopcom

Acharya Institute of Technology Page 44

Shoppers Stop Limited

Favorite Store

Gender Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

Male 26 23 8 13 10 16 96

Female 9 27 1 5 24 8 54

Total 35 50 9 18 14 24 150

Analysis and Interpretation

The above Table depicts the Cross-tabulation between Gender and Favorite store-

Shoppersrsquo Stop is more popular brand store in male because it contains wide

range of malersquos collection

Lifestyle is more popular in female because Lifestyle organized fashion show and

it has own fashion academy for females

Big Bazaar is more popular in House Wives because it contains households

vegetable and garments items at very reasonable price

Big Bazaar gives attractive offer like 5 Din Maha Bachat Offers Sasta Budhvaar

etc

Acharya Institute of Technology Page 21

Shoppers Stop Limited

Table no - 310 Table showing Cross-tabulation between Age group and Favorite

store

Favorite Store

Age

group

Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

16-24 20 40 4 16 10 18 108

25-32 14 10 4 2 3 6 39

33-40 1 0 0 0 0 0 1

41-48 0 0 1 0 0 0 2

Total 35 50 9 18 13 25 150

Analysis and Interpretation

The above Table and Graphs Depicts the Cross-tabulation between Age group and

Favorite store-

Lifestyle show the high pitch in 16-24 age groups because of Lifestyle itself a

Big Brand name in Fashion Industry

Famous Fashion Designer collection keep in Lifestyle to become a favorite store

of youngsters

Acharya Institute of Technology Page 22

Shoppers Stop Limited

Second position acquired by the Shoppersrsquo Stop because the segment area is

teenagers

Negligible response in age group of 33-40 and 40-41 because people belongs to

old thoughts not interested in fashionable worlds

They believe in simple dressing like Saris Kurta Pajama

33 Mean Ranks of the Survey

Table no-311- Consolidated Mean Ranks of parameter for Benchmarking

Format

Stores

Outside

Appeal

Parking

Facility

Sales

Personnel

Sales

Personnel

Music Moving

Space

Arrangement

Acharya Institute of Technology Page 23

Shoppers Stop Limited

Friendliness Uniform

Shoppers

Stop

314 322 197 251 451 364 240

Lifestyle 256 275 271 361 241 268 169

Globus 333 490 381 400 217 522 411

Westside 381 290 359 308 375 395 379

Big Bazaar 552 317 555 521 541 354 550

Pantaloons 263 405 337 259 275 195 351

Analysis and Interpretation

Outside Appeal

It is observed that Lifestyle with the lowest mean rank is the first in outside appeal

Shoppersrsquo Stop with a mean rank of 314 stands third in this aspect

Parking Facility

Acharya Institute of Technology Page 24

Shoppers Stop Limited

It is observed that Lifestyle with the lowest mean rank is the first in this aspect closely

followed by Westside and Shoppersrsquo Stop 322 stands fourth in terms of parking facility

Sales Personnel ndash Friendliness

Shoppersrsquo Stop with the lowest mean rank of 197 stands first in this aspect followed by

Lifestyle and Pantaloons so on

Sales Personnel- Uniform

It is observed that Shoppersrsquo Stop with the lowest mean rank 251 is the first in this

aspect closely followed by Pantaloons ie 259 is the second

Music

It is observed that Globus with the mean rank of 217 stands first in this aspect followed

by Lifestyle and Pantaloons Shoppersrsquo Stop with a value of 451 stands fifth here

Moving space

The above table depicts the mean ranks of the store based on moving space availability

It is observed that Pantaloons with a mean rank of 197 stands first in this aspect

followed by Lifestyle and Shoppersrsquo Stop with a value of 364 stands fourth

Arrangement

The above table depicts the mean ranks of the store based on Arrangement of

merchandise It is observed that Lifestyle with a mean rank of 169 stands first Shoppersrsquo

Stop ranks second with a value of 240

Table no 311- Contdhellip

Format

Stores

Billing

counters

Trial

Rooms

Rest

Room amp

Drinking

Ease of

Location of

Desired

Range of

Garments

Range of

Accessories amp

Acharya Institute of Technology Page 25

Shoppers Stop Limited

Water Category other items

Shoppers

Stop

269 262 340 235 244 321

Lifestyle 220 203 294 159 227 232

Globus 461 472 493 460 477 442

Westside 363 362 222 359 435 452

Big

Bazaar

505 512 518 551 467 371

Pantaloo

ns

283 289 233 336 250 282

Analysis and Interpretations Contdhellip

Billing Counters

The above table depicts the mean ranks of the store based on Location and frequency of

billing counters It is observed that Lifestyle with a mean rank of 220 stands first

Shoppersrsquo Stop ranks second with a value of 269

Acharya Institute of Technology Page 26

Shoppers Stop Limited

Trial Rooms

The above table depicts the mean ranks of the store based on Location and frequency of

Trial rooms It is observed that Lifestyle with a mean rank of 203 stands first Shoppersrsquo

Stop stands second with a mean rank of 262

Rest Room and Drinking Facility

The above table depicts the mean ranks of the store based on restroom and drinking water

facilities It is observed that Westside with a mean rank of 222 stands first Shoppersrsquo

Stop stands fourth with a mean rank of 340

Ease of Location of Desired Category

It is observed that Lifestyle with a mean rank of 159 stands first Shoppersrsquo Stop stands

second with a mean rank of 235

Range of Garments

The above table depicts the mean ranks of the store based on Range of Garments the

Variety that the carry It is observed that Lifestyle stands first with a mean rank of 227

Shoppersrsquo Stop stands second with a mean rank of 244

Range of Accessories and other items

The above table depicts the mean ranks of the store based on Range of Accessories amp

other items like sunglasses footwear and fashion jewellery and a whole of lot items they

carry It is observed that Lifestyle with a mean rank of 232 stands first followed by

Pantaloons with 282 Shoppersrsquo Stop stands third with a mean rank of 321

Table no 311- Contdhellip

Format

Stores

Stores

Membership

schemes

Kids

Play

Area

Ease of

alterationsExchange

In-Store

Advertisement

Others

Acharya Institute of Technology Page 27

Shoppers Stop Limited

Shoppers

Stop

171 321 160 303 483

Lifestyle 202 298 222 329 351

Globus 363 523 383 249 528

Westside 354 248 401 405 207

Big Bazaar 558 469 563 557 323

Pantaloons 453 241 371 257 207

Analysis and Interpretation Contdhellip

Store Membership Schemes

Acharya Institute of Technology Page 28

Shoppers Stop Limited

The above table depicts the mean ranks of the store based on their loyalty

programmedStore membership Scheme It is observed that Shoppersrsquo Stop stands first

with a mean rank of 171 followed by lifestyle 202

Kid Play Area

A pantaloon stands first with a mean rank of 241 Shoppersrsquo Stop with a mean rank of

321 stands fourth in this aspect

Ease of AlterationsExchange

The above table depicts the mean ranks of the store based on Ease of alterations and

exchanges policy Shoppersrsquo Stop stand first in terms of ease with a mean rank of 160

followed by lifestyleA very few respondents said that they have done

Alterationexchanges at all (other stores) other than Big Bazar and hence ranked sixth

In-store Advertisement

The above table depicts the mean ranks of the store based on Advertisement In store of

the various brands they carry their various offer and so on Globus ranks first with a

mean rank of 249 followed by Pantaloons Shoppersrsquo Stop stands third in this aspect

Other Facilities

The above table depicts the mean ranks of the store based on the other facilities like

snack parlors sofas for customer to relax etc Westside (206) ranks first this is attributed

to these facilities at many malls which most of the respondents took while ranking This

is closly followed by Pantaloons Shoppersrsquo Stop stands fifth with a value of 483

Chapter IVAcharya Institute of Technology Page 29

Shoppers Stop Limited

SummaryFINDING amp INFERENCES

Acharya Institute of Technology Page 30

Shoppers Stop Limited

After analyzing the data collected the following were the findings and their

corresponding inferences

Shoppersrsquo Stop stands third in term of outside appeal with a mean rank of

314 This is because all players in this industry give high importance to their stores

outside appeal and some competitors have come out innovative looks for their stores

Shoppersrsquo Stop stands fourth in terms of parking facility with a mean rank of

322 This is because some competitors have a more spacious parking lot and also none of

other competitors collect a parking fee unlike Shoppersrsquo Stop

Shoppersrsquo Stop stands first in terms of sales personnel with a mean rank of

197 This is taking into account their friendliness knowledge uniform etc this is due to

the intensive training given to the sales personnel before they actually get on the floor

Shoppersrsquo Stop stands fifth with a mean rank of 451 with regards to music

played in store This is mainly due to the fact that many of the respondents felt that

Shoppersrsquo Stop plays the same old music over and over again

In terms of moving space inside the store Shoppersrsquo Stop stands fourth with a

mean rank of 364 This is because store like Pantaloons Lifestyle etc are more spacious

compared to Shoppersrsquo Stop Also at few places in the store more items are placed in

comparatively less space thus making movement difficult for customer

When it comes to the top of the mind recall 44 of the male respondents

said Shoppersrsquo Stop was at the top of the mind when it comes to shopping Similarly 56

of the female respondents responded in favor of lifestyle for the same From this it is

evident that women prefer lifestyle rather than Shoppersrsquo Stop

With regards to Arrangement of merchandise Shoppersrsquo Stop stands second

with mean rank of 240 Also Pantaloons which was observed to be most spacious does

not rank as good in terms of Arrangement of merchandise Many respondents felt that

even though there is enough space at Big Bazaar the arrangement of merchandise is not

at all appealing and hence it stands sixth in this aspect

Shoppersrsquo Stop stands second in terms of location and frequency of billing

counters This is because sufficient number of billing counter is placed at strategic

locations in the store Even though Big Bazaar has many billing counters it stands sixth

Acharya Institute of Technology Page 31

Shoppers Stop Limited

because a number of respondents are not satisfied with the number of billing counters at

Globus They felt that the number was very low

Similarly with regards to location and frequency of trial rooms Shoppersrsquo

Stop stands second with a mean rank of 262 Trial rooms again are available in

sufficient number at strategic locations in the store The reason for Big Bazaar standing

sixth in this aspect is again the fact that a number of respondents were not satisfied with

their location at centre points in the store Here again respondents felt that the number of

trial rooms at Globus is very Low and are not satisfied with the same

With regards Restroom and Drinking Water facilities Shoppersrsquo Stop with a

value of 340 stands fourth This is because the facilities is slightly old and is not

maintained as often as those in some other stores on the list New stores are giving very

high importance to cleanliness of such facilities and adding facilities like sensors and the

like

Shoppersrsquo Stop stands second in terms of Ease of location of desired category

with a mean rank of 235 This is mainly due to the fact that danglers indicating category

of items are hung all around the store Lifestyle has edge in this aspect because they are

cleaner and attractive compared to those at Shoppersrsquo Stop

Shoppersrsquo Stop stands second in terms of range of garments the variety in

various categories with a mean rank of 224 This is due to the fact that Shoppersrsquo Stop

carries garments in various ranges and also houses some brands which competitors do

not Even though Big Bazaar carries a wide ranges of garments some respondents felt it

is not as good as that in other stores and hence it stands fifth in this aspect

With regards to range of accessories and other items like footwear sunglasses

fashion jewellery etc Shoppersrsquo Stop stands third with a mean ranks of 321 This is

because footwear for both men and women fashion jewellery collection are very limited

Even though Big Bazaar houses a wide variety of items many respondents felt that the

collection was not good

Shoppersrsquo Stop stands first in terms of Store Membership schemes with the

lowest mean rank of 171 Shoppersrsquo Stop was pioneer in such schemes Even though a

few respondents felt that the entry constraints are more relaxed at some stores as

Acharya Institute of Technology Page 32

Shoppers Stop Limited

compared to Shoppersrsquo Stop it stands first because of various other reasons Respondents

are generally not very aware of the loyalty programmes at Big Bazaar and Pantaloons

When it comes to play area for kids Shoppersrsquo Stop stands fourth with a rank

of 321 In this aspect Westside stands seconds this is attributed to the kids Play Area at

the Shipra Mall Most of the respondents have ranked that for Westside The newer stores

are focusing more on such areas for kids

Shoppersrsquo Stop ranks first in terms of Ease of Alternations Exchanges of

merchandise This is because they follow a very efficient policy for alteration focusing on

not wasting customersrsquo time They have a very good policy for exchanges of merchandise

as well A very few respondents said they have done exchanges at all other stores than

Big Bazaar and hence ranked sixth

With regards to In-store advertisements the various brands they carry and that

of their store Shoppersrsquo Stop stand third in this with a mean rank of 303 Some stores do

not give importance to these while some stores like Globus attribute high importance

Shoppersrsquo Stop stands fifth in terms of other facilities like snack parlors sofas

for customer to relax etc Westside ranks first in this aspect This is attributed to these

facilities at the malls which most of the respondents took while ranking This is closely

followed by Pantaloons

A very high 72 of the respondents in the age group (16-24) and 59 in the

age group (25-32) shop once in a month In general a high portion of respondents shop

every month ie 67 This implies that most of the shoppers are students young

professionals etc

From the study it was evident that57 of the male respondents and a high

83 of the female respondents shop once in a month A very low 7 of the female

respondents shop once in 6 months In other words women shop very often than men

It is observed that36 of the total respondents said Shoppersrsquo Stop comes to

their mind first when they think of shopping for the family and a close35 responded in

favour of lifestyle This shows the wide spread awareness of Shoppersrsquo Stop Even

though competition is hotting up Shoppersrsquo Stop holds a high position in customer mind

Acharya Institute of Technology Page 33

Shoppers Stop Limited

Similarly 83 respondents who responded in favour of Lifestyle belonged to

the age group (16-24) In case of Shoppersrsquo Stop 63 respondents were in age group (16-

24) Hence Shoppersrsquo Stop is the top of the mind store in general and lifestyle is the top

of mind store of the youth

With regards to the age group of respondents it is observed that72 of the

respondents fall in the age group of 16-24 years and 26 fall in the age group of 25-32

years So it is mostly the youth who shop quite often in these stores

Similarly with regards to the shopping frequency of the respondents it is

observed that 66 of the respondents shop once in a month 21 shop once in 2 months

and 13 once in 6 months In general the shopping frequency is quite high

343 respondents say Lifestyle is their favourite store followed by

Pantaloons with 253 respondents in favour of it Shoppersrsquo Stop stands third in the list

of favourite stores The reason for this is that all players are doing their best in business

and in the process

Acharya Institute of Technology Page 34

Shoppers Stop Limited

RECOMMENDATIONS amp SUGGESTIONS

Given below are some of the RecommendationsSuggestions to improve or modify

service Standards and increase customer delight

Outside appeal of Shoppersrsquo Stop could be improved by adding more attractive

facades and windows Also the entire store on the outside could be repainted and make

more attractive than at present because looks matter always

Parking facility could be improved by having a permanent parking lot that should

be more spacious because during weekends when it is heavily crowded customer face

lots of the problem with regards to parking To overcome this problem appoint more

guards and implement coupon system and categorised parking like two wheelers as well

as four wheelers parking

Valet parking facility could be made available at least for first citizen card

holders

Sales personnel could be offered with some incentives from time to time on the

basis of their performance and motivation programme organised so that they do not

switch over to competitors which are found in increasing number at present as most of

them are part-timers

It is found that Shoppersrsquo Stop is not the best in terms of arrangement and moving

space Merchandise could be arranged in a way that the space is utilized more efficiently

thus creating enough moving space

Brands like Knit and Flat Knit that are not moving very well could be removed to

facilitate or increasing the offer

A separate portion in the store could be allocated for keeping old merchandise

that were not sold out and discount may be offered for the same as applicable

A snack parlour like pop corn corner chip etc a small area for Music ie World

space radio station could be added to the store The store essentially talks about shopping

as an experience Adding these would increase the time a customer spends at the store

and also add to additional revenue Most of the other Shoppersrsquo Stop outlets have these

facilities at present With competitors having these facilities and malls opening up all

around the city this becomes a necessity

Acharya Institute of Technology Page 35

Shoppers Stop Limited

Accessories like inexpensive fashion jewellery watches etc could be placed in

more attractive cases and kept in some centre point so that the customer find it easy to

check them out and this might induce a purchase

The footwear collection for the both men and women could be enhanced by

bringing in more variety like sports formal as well as causal wear There is very little

choice in this case at present

Interaction with customer could be increased by having various activities in the

store frequently and making customer part of these First citizen could be invited so that

their relationship with the store is strengthened and thus they could be retained and repeat

purchase could be induced

Shoppersrsquo Stop has been first mover in this category in many services offered

Some innovative ideas which are not similar to what is already being done by

competitors could be introduced to attract more customers and retain existing customers

Shoppersrsquo Stop can be spending a little more on promotion At present there is

virtually no advertisement of the store continuously It can go for ads in magazines and

also hoarding around the city just to serve as a reminder to customers Pantaloons and

Big Bazaar do more sale promotion activity to create a familiar position in young

generation customers mind

Cleanliness of rest area should be taken care of as frequently as required Even

these have an influence on the customer

Items like fashion accessories magazines could be kept near billing counters

These are items of impulse purchase and hence should be kept at these places

Acharya Institute of Technology Page 36

Shoppers Stop Limited

CONCLUSION

Benchmarking help to analysis the cost cycle time productivity or quality of specific

process Due to benchmarking process (best practice benchmarking) to study the

comparative study of competitive stores (lifestyle Globus Pantaloons etc) with

distinguish parameter

We found that Shoppersrsquo Stop was standing first in many parameters like Sales Personnel

Friendliness Sales Personnel Uniform Arrangement Billing Counters etc

Shoppersrsquo Stop a pioneer in the lifestyle segment of retail store has heavy competition to

put up with In this process it is getting off the top spot which is used to occupy for

years but certainly not losing way With a few innovative ideas and slight modifications

to the existing system it can surely regain the top spot It is interesting to note that

Shoppersrsquo Stop is still the first choice in the customer mind when it comes to shopping It

should leverage on its strong position and let more customers ldquoSTART SOMETHING

NEWrdquo

Acharya Institute of Technology Page 37

Shoppers Stop Limited

ANNEXURE

QUESTIONNAIRE

Personal Information

Name _______________________

Age - 16-24 25-32 33-40 4-48 Above 48

Gender - Male Female

Marital status - Single Married

1 When you think shopping for your family which store comes to your mind first

Shoppersrsquo stop Lifestyle Globus Westside

Big bazaar Pantaloons

2 How frequently do you shop

Once in month Once in 2 months Once in 6 months

3 Based on the Outside appeal ( name boards posters etchellip) and parking facilities rank these stores (note Rank from 1 to 6 1- Best to 6- Worst)

Acharya Institute of Technology Page 38

Shoppers Stop Limited

Stores Parking Facility (space)

Outside appeal (facades windows etc)

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

4 Rank the Sales Personnel of these stores based on the following Attributes

Stores Attentive Friendliness

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

5 Based on the following In-Store Attributes rank the stores

Acharya Institute of Technology Page 39

Shoppers Stop Limited

Stores Music Moving Space Arrangements

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

6 Based on the location and frequency of the following rank these stores

Stores Billing Counters Trial Rooms

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

7 Based on the restrooms and drinking facilities rank these stores

Acharya Institute of Technology Page 40

Shoppers Stop Limited

Stores Rest Room Drinking Facility

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

8 Based on the following attributes rank these stores

Stores Ease of location of desired category

Range of garment Range of acc

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

9 Based on the following factors rank these stores

Acharya Institute of Technology Page 41

Shoppers Stop Limited

Stores Membership Kids Play Area

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

10 Based on the following rank these stores

Stores Ease of Alterexchange

In store Other facilityadvertisement

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

11 Among the given stores which do you think is the best Why

Acharya Institute of Technology Page 42

Shoppers Stop Limited

BIBLIOGRAPHY

Manuals and Reports

Acharya Institute of Technology Page 43

Shoppers Stop Limited

Company manuals company brochures and publications of retail outlets

magazines

Books

Research methodologies-Naresh Malhotra

Consumer behaviour-Leon Schiffman Lesile Lazar Kaunk

Retail management-Chetan Bajaj

Business research method-TATA McGraw Hill

Software

SPSS for data analysis

Web-sites

wwwgoogle co in

wwwretailbizcom

wwwscribdcom

wwwmarketingnpvcom

wwweulevicom

wwwshoppers stopcom

Acharya Institute of Technology Page 44

Shoppers Stop Limited

Table no - 310 Table showing Cross-tabulation between Age group and Favorite

store

Favorite Store

Age

group

Shoppersrsquo

Stop

Lifestyle Globus Westside Big

Bazaar

Pantaloon

s

Total

16-24 20 40 4 16 10 18 108

25-32 14 10 4 2 3 6 39

33-40 1 0 0 0 0 0 1

41-48 0 0 1 0 0 0 2

Total 35 50 9 18 13 25 150

Analysis and Interpretation

The above Table and Graphs Depicts the Cross-tabulation between Age group and

Favorite store-

Lifestyle show the high pitch in 16-24 age groups because of Lifestyle itself a

Big Brand name in Fashion Industry

Famous Fashion Designer collection keep in Lifestyle to become a favorite store

of youngsters

Acharya Institute of Technology Page 22

Shoppers Stop Limited

Second position acquired by the Shoppersrsquo Stop because the segment area is

teenagers

Negligible response in age group of 33-40 and 40-41 because people belongs to

old thoughts not interested in fashionable worlds

They believe in simple dressing like Saris Kurta Pajama

33 Mean Ranks of the Survey

Table no-311- Consolidated Mean Ranks of parameter for Benchmarking

Format

Stores

Outside

Appeal

Parking

Facility

Sales

Personnel

Sales

Personnel

Music Moving

Space

Arrangement

Acharya Institute of Technology Page 23

Shoppers Stop Limited

Friendliness Uniform

Shoppers

Stop

314 322 197 251 451 364 240

Lifestyle 256 275 271 361 241 268 169

Globus 333 490 381 400 217 522 411

Westside 381 290 359 308 375 395 379

Big Bazaar 552 317 555 521 541 354 550

Pantaloons 263 405 337 259 275 195 351

Analysis and Interpretation

Outside Appeal

It is observed that Lifestyle with the lowest mean rank is the first in outside appeal

Shoppersrsquo Stop with a mean rank of 314 stands third in this aspect

Parking Facility

Acharya Institute of Technology Page 24

Shoppers Stop Limited

It is observed that Lifestyle with the lowest mean rank is the first in this aspect closely

followed by Westside and Shoppersrsquo Stop 322 stands fourth in terms of parking facility

Sales Personnel ndash Friendliness

Shoppersrsquo Stop with the lowest mean rank of 197 stands first in this aspect followed by

Lifestyle and Pantaloons so on

Sales Personnel- Uniform

It is observed that Shoppersrsquo Stop with the lowest mean rank 251 is the first in this

aspect closely followed by Pantaloons ie 259 is the second

Music

It is observed that Globus with the mean rank of 217 stands first in this aspect followed

by Lifestyle and Pantaloons Shoppersrsquo Stop with a value of 451 stands fifth here

Moving space

The above table depicts the mean ranks of the store based on moving space availability

It is observed that Pantaloons with a mean rank of 197 stands first in this aspect

followed by Lifestyle and Shoppersrsquo Stop with a value of 364 stands fourth

Arrangement

The above table depicts the mean ranks of the store based on Arrangement of

merchandise It is observed that Lifestyle with a mean rank of 169 stands first Shoppersrsquo

Stop ranks second with a value of 240

Table no 311- Contdhellip

Format

Stores

Billing

counters

Trial

Rooms

Rest

Room amp

Drinking

Ease of

Location of

Desired

Range of

Garments

Range of

Accessories amp

Acharya Institute of Technology Page 25

Shoppers Stop Limited

Water Category other items

Shoppers

Stop

269 262 340 235 244 321

Lifestyle 220 203 294 159 227 232

Globus 461 472 493 460 477 442

Westside 363 362 222 359 435 452

Big

Bazaar

505 512 518 551 467 371

Pantaloo

ns

283 289 233 336 250 282

Analysis and Interpretations Contdhellip

Billing Counters

The above table depicts the mean ranks of the store based on Location and frequency of

billing counters It is observed that Lifestyle with a mean rank of 220 stands first

Shoppersrsquo Stop ranks second with a value of 269

Acharya Institute of Technology Page 26

Shoppers Stop Limited

Trial Rooms

The above table depicts the mean ranks of the store based on Location and frequency of

Trial rooms It is observed that Lifestyle with a mean rank of 203 stands first Shoppersrsquo

Stop stands second with a mean rank of 262

Rest Room and Drinking Facility

The above table depicts the mean ranks of the store based on restroom and drinking water

facilities It is observed that Westside with a mean rank of 222 stands first Shoppersrsquo

Stop stands fourth with a mean rank of 340

Ease of Location of Desired Category

It is observed that Lifestyle with a mean rank of 159 stands first Shoppersrsquo Stop stands

second with a mean rank of 235

Range of Garments

The above table depicts the mean ranks of the store based on Range of Garments the

Variety that the carry It is observed that Lifestyle stands first with a mean rank of 227

Shoppersrsquo Stop stands second with a mean rank of 244

Range of Accessories and other items

The above table depicts the mean ranks of the store based on Range of Accessories amp

other items like sunglasses footwear and fashion jewellery and a whole of lot items they

carry It is observed that Lifestyle with a mean rank of 232 stands first followed by

Pantaloons with 282 Shoppersrsquo Stop stands third with a mean rank of 321

Table no 311- Contdhellip

Format

Stores

Stores

Membership

schemes

Kids

Play

Area

Ease of

alterationsExchange

In-Store

Advertisement

Others

Acharya Institute of Technology Page 27

Shoppers Stop Limited

Shoppers

Stop

171 321 160 303 483

Lifestyle 202 298 222 329 351

Globus 363 523 383 249 528

Westside 354 248 401 405 207

Big Bazaar 558 469 563 557 323

Pantaloons 453 241 371 257 207

Analysis and Interpretation Contdhellip

Store Membership Schemes

Acharya Institute of Technology Page 28

Shoppers Stop Limited

The above table depicts the mean ranks of the store based on their loyalty

programmedStore membership Scheme It is observed that Shoppersrsquo Stop stands first

with a mean rank of 171 followed by lifestyle 202

Kid Play Area

A pantaloon stands first with a mean rank of 241 Shoppersrsquo Stop with a mean rank of

321 stands fourth in this aspect

Ease of AlterationsExchange

The above table depicts the mean ranks of the store based on Ease of alterations and

exchanges policy Shoppersrsquo Stop stand first in terms of ease with a mean rank of 160

followed by lifestyleA very few respondents said that they have done

Alterationexchanges at all (other stores) other than Big Bazar and hence ranked sixth

In-store Advertisement

The above table depicts the mean ranks of the store based on Advertisement In store of

the various brands they carry their various offer and so on Globus ranks first with a

mean rank of 249 followed by Pantaloons Shoppersrsquo Stop stands third in this aspect

Other Facilities

The above table depicts the mean ranks of the store based on the other facilities like

snack parlors sofas for customer to relax etc Westside (206) ranks first this is attributed

to these facilities at many malls which most of the respondents took while ranking This

is closly followed by Pantaloons Shoppersrsquo Stop stands fifth with a value of 483

Chapter IVAcharya Institute of Technology Page 29

Shoppers Stop Limited

SummaryFINDING amp INFERENCES

Acharya Institute of Technology Page 30

Shoppers Stop Limited

After analyzing the data collected the following were the findings and their

corresponding inferences

Shoppersrsquo Stop stands third in term of outside appeal with a mean rank of

314 This is because all players in this industry give high importance to their stores

outside appeal and some competitors have come out innovative looks for their stores

Shoppersrsquo Stop stands fourth in terms of parking facility with a mean rank of

322 This is because some competitors have a more spacious parking lot and also none of

other competitors collect a parking fee unlike Shoppersrsquo Stop

Shoppersrsquo Stop stands first in terms of sales personnel with a mean rank of

197 This is taking into account their friendliness knowledge uniform etc this is due to

the intensive training given to the sales personnel before they actually get on the floor

Shoppersrsquo Stop stands fifth with a mean rank of 451 with regards to music

played in store This is mainly due to the fact that many of the respondents felt that

Shoppersrsquo Stop plays the same old music over and over again

In terms of moving space inside the store Shoppersrsquo Stop stands fourth with a

mean rank of 364 This is because store like Pantaloons Lifestyle etc are more spacious

compared to Shoppersrsquo Stop Also at few places in the store more items are placed in

comparatively less space thus making movement difficult for customer

When it comes to the top of the mind recall 44 of the male respondents

said Shoppersrsquo Stop was at the top of the mind when it comes to shopping Similarly 56

of the female respondents responded in favor of lifestyle for the same From this it is

evident that women prefer lifestyle rather than Shoppersrsquo Stop

With regards to Arrangement of merchandise Shoppersrsquo Stop stands second

with mean rank of 240 Also Pantaloons which was observed to be most spacious does

not rank as good in terms of Arrangement of merchandise Many respondents felt that

even though there is enough space at Big Bazaar the arrangement of merchandise is not

at all appealing and hence it stands sixth in this aspect

Shoppersrsquo Stop stands second in terms of location and frequency of billing

counters This is because sufficient number of billing counter is placed at strategic

locations in the store Even though Big Bazaar has many billing counters it stands sixth

Acharya Institute of Technology Page 31

Shoppers Stop Limited

because a number of respondents are not satisfied with the number of billing counters at

Globus They felt that the number was very low

Similarly with regards to location and frequency of trial rooms Shoppersrsquo

Stop stands second with a mean rank of 262 Trial rooms again are available in

sufficient number at strategic locations in the store The reason for Big Bazaar standing

sixth in this aspect is again the fact that a number of respondents were not satisfied with

their location at centre points in the store Here again respondents felt that the number of

trial rooms at Globus is very Low and are not satisfied with the same

With regards Restroom and Drinking Water facilities Shoppersrsquo Stop with a

value of 340 stands fourth This is because the facilities is slightly old and is not

maintained as often as those in some other stores on the list New stores are giving very

high importance to cleanliness of such facilities and adding facilities like sensors and the

like

Shoppersrsquo Stop stands second in terms of Ease of location of desired category

with a mean rank of 235 This is mainly due to the fact that danglers indicating category

of items are hung all around the store Lifestyle has edge in this aspect because they are

cleaner and attractive compared to those at Shoppersrsquo Stop

Shoppersrsquo Stop stands second in terms of range of garments the variety in

various categories with a mean rank of 224 This is due to the fact that Shoppersrsquo Stop

carries garments in various ranges and also houses some brands which competitors do

not Even though Big Bazaar carries a wide ranges of garments some respondents felt it

is not as good as that in other stores and hence it stands fifth in this aspect

With regards to range of accessories and other items like footwear sunglasses

fashion jewellery etc Shoppersrsquo Stop stands third with a mean ranks of 321 This is

because footwear for both men and women fashion jewellery collection are very limited

Even though Big Bazaar houses a wide variety of items many respondents felt that the

collection was not good

Shoppersrsquo Stop stands first in terms of Store Membership schemes with the

lowest mean rank of 171 Shoppersrsquo Stop was pioneer in such schemes Even though a

few respondents felt that the entry constraints are more relaxed at some stores as

Acharya Institute of Technology Page 32

Shoppers Stop Limited

compared to Shoppersrsquo Stop it stands first because of various other reasons Respondents

are generally not very aware of the loyalty programmes at Big Bazaar and Pantaloons

When it comes to play area for kids Shoppersrsquo Stop stands fourth with a rank

of 321 In this aspect Westside stands seconds this is attributed to the kids Play Area at

the Shipra Mall Most of the respondents have ranked that for Westside The newer stores

are focusing more on such areas for kids

Shoppersrsquo Stop ranks first in terms of Ease of Alternations Exchanges of

merchandise This is because they follow a very efficient policy for alteration focusing on

not wasting customersrsquo time They have a very good policy for exchanges of merchandise

as well A very few respondents said they have done exchanges at all other stores than

Big Bazaar and hence ranked sixth

With regards to In-store advertisements the various brands they carry and that

of their store Shoppersrsquo Stop stand third in this with a mean rank of 303 Some stores do

not give importance to these while some stores like Globus attribute high importance

Shoppersrsquo Stop stands fifth in terms of other facilities like snack parlors sofas

for customer to relax etc Westside ranks first in this aspect This is attributed to these

facilities at the malls which most of the respondents took while ranking This is closely

followed by Pantaloons

A very high 72 of the respondents in the age group (16-24) and 59 in the

age group (25-32) shop once in a month In general a high portion of respondents shop

every month ie 67 This implies that most of the shoppers are students young

professionals etc

From the study it was evident that57 of the male respondents and a high

83 of the female respondents shop once in a month A very low 7 of the female

respondents shop once in 6 months In other words women shop very often than men

It is observed that36 of the total respondents said Shoppersrsquo Stop comes to

their mind first when they think of shopping for the family and a close35 responded in

favour of lifestyle This shows the wide spread awareness of Shoppersrsquo Stop Even

though competition is hotting up Shoppersrsquo Stop holds a high position in customer mind

Acharya Institute of Technology Page 33

Shoppers Stop Limited

Similarly 83 respondents who responded in favour of Lifestyle belonged to

the age group (16-24) In case of Shoppersrsquo Stop 63 respondents were in age group (16-

24) Hence Shoppersrsquo Stop is the top of the mind store in general and lifestyle is the top

of mind store of the youth

With regards to the age group of respondents it is observed that72 of the

respondents fall in the age group of 16-24 years and 26 fall in the age group of 25-32

years So it is mostly the youth who shop quite often in these stores

Similarly with regards to the shopping frequency of the respondents it is

observed that 66 of the respondents shop once in a month 21 shop once in 2 months

and 13 once in 6 months In general the shopping frequency is quite high

343 respondents say Lifestyle is their favourite store followed by

Pantaloons with 253 respondents in favour of it Shoppersrsquo Stop stands third in the list

of favourite stores The reason for this is that all players are doing their best in business

and in the process

Acharya Institute of Technology Page 34

Shoppers Stop Limited

RECOMMENDATIONS amp SUGGESTIONS

Given below are some of the RecommendationsSuggestions to improve or modify

service Standards and increase customer delight

Outside appeal of Shoppersrsquo Stop could be improved by adding more attractive

facades and windows Also the entire store on the outside could be repainted and make

more attractive than at present because looks matter always

Parking facility could be improved by having a permanent parking lot that should

be more spacious because during weekends when it is heavily crowded customer face

lots of the problem with regards to parking To overcome this problem appoint more

guards and implement coupon system and categorised parking like two wheelers as well

as four wheelers parking

Valet parking facility could be made available at least for first citizen card

holders

Sales personnel could be offered with some incentives from time to time on the

basis of their performance and motivation programme organised so that they do not

switch over to competitors which are found in increasing number at present as most of

them are part-timers

It is found that Shoppersrsquo Stop is not the best in terms of arrangement and moving

space Merchandise could be arranged in a way that the space is utilized more efficiently

thus creating enough moving space

Brands like Knit and Flat Knit that are not moving very well could be removed to

facilitate or increasing the offer

A separate portion in the store could be allocated for keeping old merchandise

that were not sold out and discount may be offered for the same as applicable

A snack parlour like pop corn corner chip etc a small area for Music ie World

space radio station could be added to the store The store essentially talks about shopping

as an experience Adding these would increase the time a customer spends at the store

and also add to additional revenue Most of the other Shoppersrsquo Stop outlets have these

facilities at present With competitors having these facilities and malls opening up all

around the city this becomes a necessity

Acharya Institute of Technology Page 35

Shoppers Stop Limited

Accessories like inexpensive fashion jewellery watches etc could be placed in

more attractive cases and kept in some centre point so that the customer find it easy to

check them out and this might induce a purchase

The footwear collection for the both men and women could be enhanced by

bringing in more variety like sports formal as well as causal wear There is very little

choice in this case at present

Interaction with customer could be increased by having various activities in the

store frequently and making customer part of these First citizen could be invited so that

their relationship with the store is strengthened and thus they could be retained and repeat

purchase could be induced

Shoppersrsquo Stop has been first mover in this category in many services offered

Some innovative ideas which are not similar to what is already being done by

competitors could be introduced to attract more customers and retain existing customers

Shoppersrsquo Stop can be spending a little more on promotion At present there is

virtually no advertisement of the store continuously It can go for ads in magazines and

also hoarding around the city just to serve as a reminder to customers Pantaloons and

Big Bazaar do more sale promotion activity to create a familiar position in young

generation customers mind

Cleanliness of rest area should be taken care of as frequently as required Even

these have an influence on the customer

Items like fashion accessories magazines could be kept near billing counters

These are items of impulse purchase and hence should be kept at these places

Acharya Institute of Technology Page 36

Shoppers Stop Limited

CONCLUSION

Benchmarking help to analysis the cost cycle time productivity or quality of specific

process Due to benchmarking process (best practice benchmarking) to study the

comparative study of competitive stores (lifestyle Globus Pantaloons etc) with

distinguish parameter

We found that Shoppersrsquo Stop was standing first in many parameters like Sales Personnel

Friendliness Sales Personnel Uniform Arrangement Billing Counters etc

Shoppersrsquo Stop a pioneer in the lifestyle segment of retail store has heavy competition to

put up with In this process it is getting off the top spot which is used to occupy for

years but certainly not losing way With a few innovative ideas and slight modifications

to the existing system it can surely regain the top spot It is interesting to note that

Shoppersrsquo Stop is still the first choice in the customer mind when it comes to shopping It

should leverage on its strong position and let more customers ldquoSTART SOMETHING

NEWrdquo

Acharya Institute of Technology Page 37

Shoppers Stop Limited

ANNEXURE

QUESTIONNAIRE

Personal Information

Name _______________________

Age - 16-24 25-32 33-40 4-48 Above 48

Gender - Male Female

Marital status - Single Married

1 When you think shopping for your family which store comes to your mind first

Shoppersrsquo stop Lifestyle Globus Westside

Big bazaar Pantaloons

2 How frequently do you shop

Once in month Once in 2 months Once in 6 months

3 Based on the Outside appeal ( name boards posters etchellip) and parking facilities rank these stores (note Rank from 1 to 6 1- Best to 6- Worst)

Acharya Institute of Technology Page 38

Shoppers Stop Limited

Stores Parking Facility (space)

Outside appeal (facades windows etc)

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

4 Rank the Sales Personnel of these stores based on the following Attributes

Stores Attentive Friendliness

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

5 Based on the following In-Store Attributes rank the stores

Acharya Institute of Technology Page 39

Shoppers Stop Limited

Stores Music Moving Space Arrangements

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

6 Based on the location and frequency of the following rank these stores

Stores Billing Counters Trial Rooms

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

7 Based on the restrooms and drinking facilities rank these stores

Acharya Institute of Technology Page 40

Shoppers Stop Limited

Stores Rest Room Drinking Facility

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

8 Based on the following attributes rank these stores

Stores Ease of location of desired category

Range of garment Range of acc

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

9 Based on the following factors rank these stores

Acharya Institute of Technology Page 41

Shoppers Stop Limited

Stores Membership Kids Play Area

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

10 Based on the following rank these stores

Stores Ease of Alterexchange

In store Other facilityadvertisement

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

11 Among the given stores which do you think is the best Why

Acharya Institute of Technology Page 42

Shoppers Stop Limited

BIBLIOGRAPHY

Manuals and Reports

Acharya Institute of Technology Page 43

Shoppers Stop Limited

Company manuals company brochures and publications of retail outlets

magazines

Books

Research methodologies-Naresh Malhotra

Consumer behaviour-Leon Schiffman Lesile Lazar Kaunk

Retail management-Chetan Bajaj

Business research method-TATA McGraw Hill

Software

SPSS for data analysis

Web-sites

wwwgoogle co in

wwwretailbizcom

wwwscribdcom

wwwmarketingnpvcom

wwweulevicom

wwwshoppers stopcom

Acharya Institute of Technology Page 44

Shoppers Stop Limited

Second position acquired by the Shoppersrsquo Stop because the segment area is

teenagers

Negligible response in age group of 33-40 and 40-41 because people belongs to

old thoughts not interested in fashionable worlds

They believe in simple dressing like Saris Kurta Pajama

33 Mean Ranks of the Survey

Table no-311- Consolidated Mean Ranks of parameter for Benchmarking

Format

Stores

Outside

Appeal

Parking

Facility

Sales

Personnel

Sales

Personnel

Music Moving

Space

Arrangement

Acharya Institute of Technology Page 23

Shoppers Stop Limited

Friendliness Uniform

Shoppers

Stop

314 322 197 251 451 364 240

Lifestyle 256 275 271 361 241 268 169

Globus 333 490 381 400 217 522 411

Westside 381 290 359 308 375 395 379

Big Bazaar 552 317 555 521 541 354 550

Pantaloons 263 405 337 259 275 195 351

Analysis and Interpretation

Outside Appeal

It is observed that Lifestyle with the lowest mean rank is the first in outside appeal

Shoppersrsquo Stop with a mean rank of 314 stands third in this aspect

Parking Facility

Acharya Institute of Technology Page 24

Shoppers Stop Limited

It is observed that Lifestyle with the lowest mean rank is the first in this aspect closely

followed by Westside and Shoppersrsquo Stop 322 stands fourth in terms of parking facility

Sales Personnel ndash Friendliness

Shoppersrsquo Stop with the lowest mean rank of 197 stands first in this aspect followed by

Lifestyle and Pantaloons so on

Sales Personnel- Uniform

It is observed that Shoppersrsquo Stop with the lowest mean rank 251 is the first in this

aspect closely followed by Pantaloons ie 259 is the second

Music

It is observed that Globus with the mean rank of 217 stands first in this aspect followed

by Lifestyle and Pantaloons Shoppersrsquo Stop with a value of 451 stands fifth here

Moving space

The above table depicts the mean ranks of the store based on moving space availability

It is observed that Pantaloons with a mean rank of 197 stands first in this aspect

followed by Lifestyle and Shoppersrsquo Stop with a value of 364 stands fourth

Arrangement

The above table depicts the mean ranks of the store based on Arrangement of

merchandise It is observed that Lifestyle with a mean rank of 169 stands first Shoppersrsquo

Stop ranks second with a value of 240

Table no 311- Contdhellip

Format

Stores

Billing

counters

Trial

Rooms

Rest

Room amp

Drinking

Ease of

Location of

Desired

Range of

Garments

Range of

Accessories amp

Acharya Institute of Technology Page 25

Shoppers Stop Limited

Water Category other items

Shoppers

Stop

269 262 340 235 244 321

Lifestyle 220 203 294 159 227 232

Globus 461 472 493 460 477 442

Westside 363 362 222 359 435 452

Big

Bazaar

505 512 518 551 467 371

Pantaloo

ns

283 289 233 336 250 282

Analysis and Interpretations Contdhellip

Billing Counters

The above table depicts the mean ranks of the store based on Location and frequency of

billing counters It is observed that Lifestyle with a mean rank of 220 stands first

Shoppersrsquo Stop ranks second with a value of 269

Acharya Institute of Technology Page 26

Shoppers Stop Limited

Trial Rooms

The above table depicts the mean ranks of the store based on Location and frequency of

Trial rooms It is observed that Lifestyle with a mean rank of 203 stands first Shoppersrsquo

Stop stands second with a mean rank of 262

Rest Room and Drinking Facility

The above table depicts the mean ranks of the store based on restroom and drinking water

facilities It is observed that Westside with a mean rank of 222 stands first Shoppersrsquo

Stop stands fourth with a mean rank of 340

Ease of Location of Desired Category

It is observed that Lifestyle with a mean rank of 159 stands first Shoppersrsquo Stop stands

second with a mean rank of 235

Range of Garments

The above table depicts the mean ranks of the store based on Range of Garments the

Variety that the carry It is observed that Lifestyle stands first with a mean rank of 227

Shoppersrsquo Stop stands second with a mean rank of 244

Range of Accessories and other items

The above table depicts the mean ranks of the store based on Range of Accessories amp

other items like sunglasses footwear and fashion jewellery and a whole of lot items they

carry It is observed that Lifestyle with a mean rank of 232 stands first followed by

Pantaloons with 282 Shoppersrsquo Stop stands third with a mean rank of 321

Table no 311- Contdhellip

Format

Stores

Stores

Membership

schemes

Kids

Play

Area

Ease of

alterationsExchange

In-Store

Advertisement

Others

Acharya Institute of Technology Page 27

Shoppers Stop Limited

Shoppers

Stop

171 321 160 303 483

Lifestyle 202 298 222 329 351

Globus 363 523 383 249 528

Westside 354 248 401 405 207

Big Bazaar 558 469 563 557 323

Pantaloons 453 241 371 257 207

Analysis and Interpretation Contdhellip

Store Membership Schemes

Acharya Institute of Technology Page 28

Shoppers Stop Limited

The above table depicts the mean ranks of the store based on their loyalty

programmedStore membership Scheme It is observed that Shoppersrsquo Stop stands first

with a mean rank of 171 followed by lifestyle 202

Kid Play Area

A pantaloon stands first with a mean rank of 241 Shoppersrsquo Stop with a mean rank of

321 stands fourth in this aspect

Ease of AlterationsExchange

The above table depicts the mean ranks of the store based on Ease of alterations and

exchanges policy Shoppersrsquo Stop stand first in terms of ease with a mean rank of 160

followed by lifestyleA very few respondents said that they have done

Alterationexchanges at all (other stores) other than Big Bazar and hence ranked sixth

In-store Advertisement

The above table depicts the mean ranks of the store based on Advertisement In store of

the various brands they carry their various offer and so on Globus ranks first with a

mean rank of 249 followed by Pantaloons Shoppersrsquo Stop stands third in this aspect

Other Facilities

The above table depicts the mean ranks of the store based on the other facilities like

snack parlors sofas for customer to relax etc Westside (206) ranks first this is attributed

to these facilities at many malls which most of the respondents took while ranking This

is closly followed by Pantaloons Shoppersrsquo Stop stands fifth with a value of 483

Chapter IVAcharya Institute of Technology Page 29

Shoppers Stop Limited

SummaryFINDING amp INFERENCES

Acharya Institute of Technology Page 30

Shoppers Stop Limited

After analyzing the data collected the following were the findings and their

corresponding inferences

Shoppersrsquo Stop stands third in term of outside appeal with a mean rank of

314 This is because all players in this industry give high importance to their stores

outside appeal and some competitors have come out innovative looks for their stores

Shoppersrsquo Stop stands fourth in terms of parking facility with a mean rank of

322 This is because some competitors have a more spacious parking lot and also none of

other competitors collect a parking fee unlike Shoppersrsquo Stop

Shoppersrsquo Stop stands first in terms of sales personnel with a mean rank of

197 This is taking into account their friendliness knowledge uniform etc this is due to

the intensive training given to the sales personnel before they actually get on the floor

Shoppersrsquo Stop stands fifth with a mean rank of 451 with regards to music

played in store This is mainly due to the fact that many of the respondents felt that

Shoppersrsquo Stop plays the same old music over and over again

In terms of moving space inside the store Shoppersrsquo Stop stands fourth with a

mean rank of 364 This is because store like Pantaloons Lifestyle etc are more spacious

compared to Shoppersrsquo Stop Also at few places in the store more items are placed in

comparatively less space thus making movement difficult for customer

When it comes to the top of the mind recall 44 of the male respondents

said Shoppersrsquo Stop was at the top of the mind when it comes to shopping Similarly 56

of the female respondents responded in favor of lifestyle for the same From this it is

evident that women prefer lifestyle rather than Shoppersrsquo Stop

With regards to Arrangement of merchandise Shoppersrsquo Stop stands second

with mean rank of 240 Also Pantaloons which was observed to be most spacious does

not rank as good in terms of Arrangement of merchandise Many respondents felt that

even though there is enough space at Big Bazaar the arrangement of merchandise is not

at all appealing and hence it stands sixth in this aspect

Shoppersrsquo Stop stands second in terms of location and frequency of billing

counters This is because sufficient number of billing counter is placed at strategic

locations in the store Even though Big Bazaar has many billing counters it stands sixth

Acharya Institute of Technology Page 31

Shoppers Stop Limited

because a number of respondents are not satisfied with the number of billing counters at

Globus They felt that the number was very low

Similarly with regards to location and frequency of trial rooms Shoppersrsquo

Stop stands second with a mean rank of 262 Trial rooms again are available in

sufficient number at strategic locations in the store The reason for Big Bazaar standing

sixth in this aspect is again the fact that a number of respondents were not satisfied with

their location at centre points in the store Here again respondents felt that the number of

trial rooms at Globus is very Low and are not satisfied with the same

With regards Restroom and Drinking Water facilities Shoppersrsquo Stop with a

value of 340 stands fourth This is because the facilities is slightly old and is not

maintained as often as those in some other stores on the list New stores are giving very

high importance to cleanliness of such facilities and adding facilities like sensors and the

like

Shoppersrsquo Stop stands second in terms of Ease of location of desired category

with a mean rank of 235 This is mainly due to the fact that danglers indicating category

of items are hung all around the store Lifestyle has edge in this aspect because they are

cleaner and attractive compared to those at Shoppersrsquo Stop

Shoppersrsquo Stop stands second in terms of range of garments the variety in

various categories with a mean rank of 224 This is due to the fact that Shoppersrsquo Stop

carries garments in various ranges and also houses some brands which competitors do

not Even though Big Bazaar carries a wide ranges of garments some respondents felt it

is not as good as that in other stores and hence it stands fifth in this aspect

With regards to range of accessories and other items like footwear sunglasses

fashion jewellery etc Shoppersrsquo Stop stands third with a mean ranks of 321 This is

because footwear for both men and women fashion jewellery collection are very limited

Even though Big Bazaar houses a wide variety of items many respondents felt that the

collection was not good

Shoppersrsquo Stop stands first in terms of Store Membership schemes with the

lowest mean rank of 171 Shoppersrsquo Stop was pioneer in such schemes Even though a

few respondents felt that the entry constraints are more relaxed at some stores as

Acharya Institute of Technology Page 32

Shoppers Stop Limited

compared to Shoppersrsquo Stop it stands first because of various other reasons Respondents

are generally not very aware of the loyalty programmes at Big Bazaar and Pantaloons

When it comes to play area for kids Shoppersrsquo Stop stands fourth with a rank

of 321 In this aspect Westside stands seconds this is attributed to the kids Play Area at

the Shipra Mall Most of the respondents have ranked that for Westside The newer stores

are focusing more on such areas for kids

Shoppersrsquo Stop ranks first in terms of Ease of Alternations Exchanges of

merchandise This is because they follow a very efficient policy for alteration focusing on

not wasting customersrsquo time They have a very good policy for exchanges of merchandise

as well A very few respondents said they have done exchanges at all other stores than

Big Bazaar and hence ranked sixth

With regards to In-store advertisements the various brands they carry and that

of their store Shoppersrsquo Stop stand third in this with a mean rank of 303 Some stores do

not give importance to these while some stores like Globus attribute high importance

Shoppersrsquo Stop stands fifth in terms of other facilities like snack parlors sofas

for customer to relax etc Westside ranks first in this aspect This is attributed to these

facilities at the malls which most of the respondents took while ranking This is closely

followed by Pantaloons

A very high 72 of the respondents in the age group (16-24) and 59 in the

age group (25-32) shop once in a month In general a high portion of respondents shop

every month ie 67 This implies that most of the shoppers are students young

professionals etc

From the study it was evident that57 of the male respondents and a high

83 of the female respondents shop once in a month A very low 7 of the female

respondents shop once in 6 months In other words women shop very often than men

It is observed that36 of the total respondents said Shoppersrsquo Stop comes to

their mind first when they think of shopping for the family and a close35 responded in

favour of lifestyle This shows the wide spread awareness of Shoppersrsquo Stop Even

though competition is hotting up Shoppersrsquo Stop holds a high position in customer mind

Acharya Institute of Technology Page 33

Shoppers Stop Limited

Similarly 83 respondents who responded in favour of Lifestyle belonged to

the age group (16-24) In case of Shoppersrsquo Stop 63 respondents were in age group (16-

24) Hence Shoppersrsquo Stop is the top of the mind store in general and lifestyle is the top

of mind store of the youth

With regards to the age group of respondents it is observed that72 of the

respondents fall in the age group of 16-24 years and 26 fall in the age group of 25-32

years So it is mostly the youth who shop quite often in these stores

Similarly with regards to the shopping frequency of the respondents it is

observed that 66 of the respondents shop once in a month 21 shop once in 2 months

and 13 once in 6 months In general the shopping frequency is quite high

343 respondents say Lifestyle is their favourite store followed by

Pantaloons with 253 respondents in favour of it Shoppersrsquo Stop stands third in the list

of favourite stores The reason for this is that all players are doing their best in business

and in the process

Acharya Institute of Technology Page 34

Shoppers Stop Limited

RECOMMENDATIONS amp SUGGESTIONS

Given below are some of the RecommendationsSuggestions to improve or modify

service Standards and increase customer delight

Outside appeal of Shoppersrsquo Stop could be improved by adding more attractive

facades and windows Also the entire store on the outside could be repainted and make

more attractive than at present because looks matter always

Parking facility could be improved by having a permanent parking lot that should

be more spacious because during weekends when it is heavily crowded customer face

lots of the problem with regards to parking To overcome this problem appoint more

guards and implement coupon system and categorised parking like two wheelers as well

as four wheelers parking

Valet parking facility could be made available at least for first citizen card

holders

Sales personnel could be offered with some incentives from time to time on the

basis of their performance and motivation programme organised so that they do not

switch over to competitors which are found in increasing number at present as most of

them are part-timers

It is found that Shoppersrsquo Stop is not the best in terms of arrangement and moving

space Merchandise could be arranged in a way that the space is utilized more efficiently

thus creating enough moving space

Brands like Knit and Flat Knit that are not moving very well could be removed to

facilitate or increasing the offer

A separate portion in the store could be allocated for keeping old merchandise

that were not sold out and discount may be offered for the same as applicable

A snack parlour like pop corn corner chip etc a small area for Music ie World

space radio station could be added to the store The store essentially talks about shopping

as an experience Adding these would increase the time a customer spends at the store

and also add to additional revenue Most of the other Shoppersrsquo Stop outlets have these

facilities at present With competitors having these facilities and malls opening up all

around the city this becomes a necessity

Acharya Institute of Technology Page 35

Shoppers Stop Limited

Accessories like inexpensive fashion jewellery watches etc could be placed in

more attractive cases and kept in some centre point so that the customer find it easy to

check them out and this might induce a purchase

The footwear collection for the both men and women could be enhanced by

bringing in more variety like sports formal as well as causal wear There is very little

choice in this case at present

Interaction with customer could be increased by having various activities in the

store frequently and making customer part of these First citizen could be invited so that

their relationship with the store is strengthened and thus they could be retained and repeat

purchase could be induced

Shoppersrsquo Stop has been first mover in this category in many services offered

Some innovative ideas which are not similar to what is already being done by

competitors could be introduced to attract more customers and retain existing customers

Shoppersrsquo Stop can be spending a little more on promotion At present there is

virtually no advertisement of the store continuously It can go for ads in magazines and

also hoarding around the city just to serve as a reminder to customers Pantaloons and

Big Bazaar do more sale promotion activity to create a familiar position in young

generation customers mind

Cleanliness of rest area should be taken care of as frequently as required Even

these have an influence on the customer

Items like fashion accessories magazines could be kept near billing counters

These are items of impulse purchase and hence should be kept at these places

Acharya Institute of Technology Page 36

Shoppers Stop Limited

CONCLUSION

Benchmarking help to analysis the cost cycle time productivity or quality of specific

process Due to benchmarking process (best practice benchmarking) to study the

comparative study of competitive stores (lifestyle Globus Pantaloons etc) with

distinguish parameter

We found that Shoppersrsquo Stop was standing first in many parameters like Sales Personnel

Friendliness Sales Personnel Uniform Arrangement Billing Counters etc

Shoppersrsquo Stop a pioneer in the lifestyle segment of retail store has heavy competition to

put up with In this process it is getting off the top spot which is used to occupy for

years but certainly not losing way With a few innovative ideas and slight modifications

to the existing system it can surely regain the top spot It is interesting to note that

Shoppersrsquo Stop is still the first choice in the customer mind when it comes to shopping It

should leverage on its strong position and let more customers ldquoSTART SOMETHING

NEWrdquo

Acharya Institute of Technology Page 37

Shoppers Stop Limited

ANNEXURE

QUESTIONNAIRE

Personal Information

Name _______________________

Age - 16-24 25-32 33-40 4-48 Above 48

Gender - Male Female

Marital status - Single Married

1 When you think shopping for your family which store comes to your mind first

Shoppersrsquo stop Lifestyle Globus Westside

Big bazaar Pantaloons

2 How frequently do you shop

Once in month Once in 2 months Once in 6 months

3 Based on the Outside appeal ( name boards posters etchellip) and parking facilities rank these stores (note Rank from 1 to 6 1- Best to 6- Worst)

Acharya Institute of Technology Page 38

Shoppers Stop Limited

Stores Parking Facility (space)

Outside appeal (facades windows etc)

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

4 Rank the Sales Personnel of these stores based on the following Attributes

Stores Attentive Friendliness

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

5 Based on the following In-Store Attributes rank the stores

Acharya Institute of Technology Page 39

Shoppers Stop Limited

Stores Music Moving Space Arrangements

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

6 Based on the location and frequency of the following rank these stores

Stores Billing Counters Trial Rooms

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

7 Based on the restrooms and drinking facilities rank these stores

Acharya Institute of Technology Page 40

Shoppers Stop Limited

Stores Rest Room Drinking Facility

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

8 Based on the following attributes rank these stores

Stores Ease of location of desired category

Range of garment Range of acc

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

9 Based on the following factors rank these stores

Acharya Institute of Technology Page 41

Shoppers Stop Limited

Stores Membership Kids Play Area

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

10 Based on the following rank these stores

Stores Ease of Alterexchange

In store Other facilityadvertisement

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

11 Among the given stores which do you think is the best Why

Acharya Institute of Technology Page 42

Shoppers Stop Limited

BIBLIOGRAPHY

Manuals and Reports

Acharya Institute of Technology Page 43

Shoppers Stop Limited

Company manuals company brochures and publications of retail outlets

magazines

Books

Research methodologies-Naresh Malhotra

Consumer behaviour-Leon Schiffman Lesile Lazar Kaunk

Retail management-Chetan Bajaj

Business research method-TATA McGraw Hill

Software

SPSS for data analysis

Web-sites

wwwgoogle co in

wwwretailbizcom

wwwscribdcom

wwwmarketingnpvcom

wwweulevicom

wwwshoppers stopcom

Acharya Institute of Technology Page 44

Shoppers Stop Limited

Friendliness Uniform

Shoppers

Stop

314 322 197 251 451 364 240

Lifestyle 256 275 271 361 241 268 169

Globus 333 490 381 400 217 522 411

Westside 381 290 359 308 375 395 379

Big Bazaar 552 317 555 521 541 354 550

Pantaloons 263 405 337 259 275 195 351

Analysis and Interpretation

Outside Appeal

It is observed that Lifestyle with the lowest mean rank is the first in outside appeal

Shoppersrsquo Stop with a mean rank of 314 stands third in this aspect

Parking Facility

Acharya Institute of Technology Page 24

Shoppers Stop Limited

It is observed that Lifestyle with the lowest mean rank is the first in this aspect closely

followed by Westside and Shoppersrsquo Stop 322 stands fourth in terms of parking facility

Sales Personnel ndash Friendliness

Shoppersrsquo Stop with the lowest mean rank of 197 stands first in this aspect followed by

Lifestyle and Pantaloons so on

Sales Personnel- Uniform

It is observed that Shoppersrsquo Stop with the lowest mean rank 251 is the first in this

aspect closely followed by Pantaloons ie 259 is the second

Music

It is observed that Globus with the mean rank of 217 stands first in this aspect followed

by Lifestyle and Pantaloons Shoppersrsquo Stop with a value of 451 stands fifth here

Moving space

The above table depicts the mean ranks of the store based on moving space availability

It is observed that Pantaloons with a mean rank of 197 stands first in this aspect

followed by Lifestyle and Shoppersrsquo Stop with a value of 364 stands fourth

Arrangement

The above table depicts the mean ranks of the store based on Arrangement of

merchandise It is observed that Lifestyle with a mean rank of 169 stands first Shoppersrsquo

Stop ranks second with a value of 240

Table no 311- Contdhellip

Format

Stores

Billing

counters

Trial

Rooms

Rest

Room amp

Drinking

Ease of

Location of

Desired

Range of

Garments

Range of

Accessories amp

Acharya Institute of Technology Page 25

Shoppers Stop Limited

Water Category other items

Shoppers

Stop

269 262 340 235 244 321

Lifestyle 220 203 294 159 227 232

Globus 461 472 493 460 477 442

Westside 363 362 222 359 435 452

Big

Bazaar

505 512 518 551 467 371

Pantaloo

ns

283 289 233 336 250 282

Analysis and Interpretations Contdhellip

Billing Counters

The above table depicts the mean ranks of the store based on Location and frequency of

billing counters It is observed that Lifestyle with a mean rank of 220 stands first

Shoppersrsquo Stop ranks second with a value of 269

Acharya Institute of Technology Page 26

Shoppers Stop Limited

Trial Rooms

The above table depicts the mean ranks of the store based on Location and frequency of

Trial rooms It is observed that Lifestyle with a mean rank of 203 stands first Shoppersrsquo

Stop stands second with a mean rank of 262

Rest Room and Drinking Facility

The above table depicts the mean ranks of the store based on restroom and drinking water

facilities It is observed that Westside with a mean rank of 222 stands first Shoppersrsquo

Stop stands fourth with a mean rank of 340

Ease of Location of Desired Category

It is observed that Lifestyle with a mean rank of 159 stands first Shoppersrsquo Stop stands

second with a mean rank of 235

Range of Garments

The above table depicts the mean ranks of the store based on Range of Garments the

Variety that the carry It is observed that Lifestyle stands first with a mean rank of 227

Shoppersrsquo Stop stands second with a mean rank of 244

Range of Accessories and other items

The above table depicts the mean ranks of the store based on Range of Accessories amp

other items like sunglasses footwear and fashion jewellery and a whole of lot items they

carry It is observed that Lifestyle with a mean rank of 232 stands first followed by

Pantaloons with 282 Shoppersrsquo Stop stands third with a mean rank of 321

Table no 311- Contdhellip

Format

Stores

Stores

Membership

schemes

Kids

Play

Area

Ease of

alterationsExchange

In-Store

Advertisement

Others

Acharya Institute of Technology Page 27

Shoppers Stop Limited

Shoppers

Stop

171 321 160 303 483

Lifestyle 202 298 222 329 351

Globus 363 523 383 249 528

Westside 354 248 401 405 207

Big Bazaar 558 469 563 557 323

Pantaloons 453 241 371 257 207

Analysis and Interpretation Contdhellip

Store Membership Schemes

Acharya Institute of Technology Page 28

Shoppers Stop Limited

The above table depicts the mean ranks of the store based on their loyalty

programmedStore membership Scheme It is observed that Shoppersrsquo Stop stands first

with a mean rank of 171 followed by lifestyle 202

Kid Play Area

A pantaloon stands first with a mean rank of 241 Shoppersrsquo Stop with a mean rank of

321 stands fourth in this aspect

Ease of AlterationsExchange

The above table depicts the mean ranks of the store based on Ease of alterations and

exchanges policy Shoppersrsquo Stop stand first in terms of ease with a mean rank of 160

followed by lifestyleA very few respondents said that they have done

Alterationexchanges at all (other stores) other than Big Bazar and hence ranked sixth

In-store Advertisement

The above table depicts the mean ranks of the store based on Advertisement In store of

the various brands they carry their various offer and so on Globus ranks first with a

mean rank of 249 followed by Pantaloons Shoppersrsquo Stop stands third in this aspect

Other Facilities

The above table depicts the mean ranks of the store based on the other facilities like

snack parlors sofas for customer to relax etc Westside (206) ranks first this is attributed

to these facilities at many malls which most of the respondents took while ranking This

is closly followed by Pantaloons Shoppersrsquo Stop stands fifth with a value of 483

Chapter IVAcharya Institute of Technology Page 29

Shoppers Stop Limited

SummaryFINDING amp INFERENCES

Acharya Institute of Technology Page 30

Shoppers Stop Limited

After analyzing the data collected the following were the findings and their

corresponding inferences

Shoppersrsquo Stop stands third in term of outside appeal with a mean rank of

314 This is because all players in this industry give high importance to their stores

outside appeal and some competitors have come out innovative looks for their stores

Shoppersrsquo Stop stands fourth in terms of parking facility with a mean rank of

322 This is because some competitors have a more spacious parking lot and also none of

other competitors collect a parking fee unlike Shoppersrsquo Stop

Shoppersrsquo Stop stands first in terms of sales personnel with a mean rank of

197 This is taking into account their friendliness knowledge uniform etc this is due to

the intensive training given to the sales personnel before they actually get on the floor

Shoppersrsquo Stop stands fifth with a mean rank of 451 with regards to music

played in store This is mainly due to the fact that many of the respondents felt that

Shoppersrsquo Stop plays the same old music over and over again

In terms of moving space inside the store Shoppersrsquo Stop stands fourth with a

mean rank of 364 This is because store like Pantaloons Lifestyle etc are more spacious

compared to Shoppersrsquo Stop Also at few places in the store more items are placed in

comparatively less space thus making movement difficult for customer

When it comes to the top of the mind recall 44 of the male respondents

said Shoppersrsquo Stop was at the top of the mind when it comes to shopping Similarly 56

of the female respondents responded in favor of lifestyle for the same From this it is

evident that women prefer lifestyle rather than Shoppersrsquo Stop

With regards to Arrangement of merchandise Shoppersrsquo Stop stands second

with mean rank of 240 Also Pantaloons which was observed to be most spacious does

not rank as good in terms of Arrangement of merchandise Many respondents felt that

even though there is enough space at Big Bazaar the arrangement of merchandise is not

at all appealing and hence it stands sixth in this aspect

Shoppersrsquo Stop stands second in terms of location and frequency of billing

counters This is because sufficient number of billing counter is placed at strategic

locations in the store Even though Big Bazaar has many billing counters it stands sixth

Acharya Institute of Technology Page 31

Shoppers Stop Limited

because a number of respondents are not satisfied with the number of billing counters at

Globus They felt that the number was very low

Similarly with regards to location and frequency of trial rooms Shoppersrsquo

Stop stands second with a mean rank of 262 Trial rooms again are available in

sufficient number at strategic locations in the store The reason for Big Bazaar standing

sixth in this aspect is again the fact that a number of respondents were not satisfied with

their location at centre points in the store Here again respondents felt that the number of

trial rooms at Globus is very Low and are not satisfied with the same

With regards Restroom and Drinking Water facilities Shoppersrsquo Stop with a

value of 340 stands fourth This is because the facilities is slightly old and is not

maintained as often as those in some other stores on the list New stores are giving very

high importance to cleanliness of such facilities and adding facilities like sensors and the

like

Shoppersrsquo Stop stands second in terms of Ease of location of desired category

with a mean rank of 235 This is mainly due to the fact that danglers indicating category

of items are hung all around the store Lifestyle has edge in this aspect because they are

cleaner and attractive compared to those at Shoppersrsquo Stop

Shoppersrsquo Stop stands second in terms of range of garments the variety in

various categories with a mean rank of 224 This is due to the fact that Shoppersrsquo Stop

carries garments in various ranges and also houses some brands which competitors do

not Even though Big Bazaar carries a wide ranges of garments some respondents felt it

is not as good as that in other stores and hence it stands fifth in this aspect

With regards to range of accessories and other items like footwear sunglasses

fashion jewellery etc Shoppersrsquo Stop stands third with a mean ranks of 321 This is

because footwear for both men and women fashion jewellery collection are very limited

Even though Big Bazaar houses a wide variety of items many respondents felt that the

collection was not good

Shoppersrsquo Stop stands first in terms of Store Membership schemes with the

lowest mean rank of 171 Shoppersrsquo Stop was pioneer in such schemes Even though a

few respondents felt that the entry constraints are more relaxed at some stores as

Acharya Institute of Technology Page 32

Shoppers Stop Limited

compared to Shoppersrsquo Stop it stands first because of various other reasons Respondents

are generally not very aware of the loyalty programmes at Big Bazaar and Pantaloons

When it comes to play area for kids Shoppersrsquo Stop stands fourth with a rank

of 321 In this aspect Westside stands seconds this is attributed to the kids Play Area at

the Shipra Mall Most of the respondents have ranked that for Westside The newer stores

are focusing more on such areas for kids

Shoppersrsquo Stop ranks first in terms of Ease of Alternations Exchanges of

merchandise This is because they follow a very efficient policy for alteration focusing on

not wasting customersrsquo time They have a very good policy for exchanges of merchandise

as well A very few respondents said they have done exchanges at all other stores than

Big Bazaar and hence ranked sixth

With regards to In-store advertisements the various brands they carry and that

of their store Shoppersrsquo Stop stand third in this with a mean rank of 303 Some stores do

not give importance to these while some stores like Globus attribute high importance

Shoppersrsquo Stop stands fifth in terms of other facilities like snack parlors sofas

for customer to relax etc Westside ranks first in this aspect This is attributed to these

facilities at the malls which most of the respondents took while ranking This is closely

followed by Pantaloons

A very high 72 of the respondents in the age group (16-24) and 59 in the

age group (25-32) shop once in a month In general a high portion of respondents shop

every month ie 67 This implies that most of the shoppers are students young

professionals etc

From the study it was evident that57 of the male respondents and a high

83 of the female respondents shop once in a month A very low 7 of the female

respondents shop once in 6 months In other words women shop very often than men

It is observed that36 of the total respondents said Shoppersrsquo Stop comes to

their mind first when they think of shopping for the family and a close35 responded in

favour of lifestyle This shows the wide spread awareness of Shoppersrsquo Stop Even

though competition is hotting up Shoppersrsquo Stop holds a high position in customer mind

Acharya Institute of Technology Page 33

Shoppers Stop Limited

Similarly 83 respondents who responded in favour of Lifestyle belonged to

the age group (16-24) In case of Shoppersrsquo Stop 63 respondents were in age group (16-

24) Hence Shoppersrsquo Stop is the top of the mind store in general and lifestyle is the top

of mind store of the youth

With regards to the age group of respondents it is observed that72 of the

respondents fall in the age group of 16-24 years and 26 fall in the age group of 25-32

years So it is mostly the youth who shop quite often in these stores

Similarly with regards to the shopping frequency of the respondents it is

observed that 66 of the respondents shop once in a month 21 shop once in 2 months

and 13 once in 6 months In general the shopping frequency is quite high

343 respondents say Lifestyle is their favourite store followed by

Pantaloons with 253 respondents in favour of it Shoppersrsquo Stop stands third in the list

of favourite stores The reason for this is that all players are doing their best in business

and in the process

Acharya Institute of Technology Page 34

Shoppers Stop Limited

RECOMMENDATIONS amp SUGGESTIONS

Given below are some of the RecommendationsSuggestions to improve or modify

service Standards and increase customer delight

Outside appeal of Shoppersrsquo Stop could be improved by adding more attractive

facades and windows Also the entire store on the outside could be repainted and make

more attractive than at present because looks matter always

Parking facility could be improved by having a permanent parking lot that should

be more spacious because during weekends when it is heavily crowded customer face

lots of the problem with regards to parking To overcome this problem appoint more

guards and implement coupon system and categorised parking like two wheelers as well

as four wheelers parking

Valet parking facility could be made available at least for first citizen card

holders

Sales personnel could be offered with some incentives from time to time on the

basis of their performance and motivation programme organised so that they do not

switch over to competitors which are found in increasing number at present as most of

them are part-timers

It is found that Shoppersrsquo Stop is not the best in terms of arrangement and moving

space Merchandise could be arranged in a way that the space is utilized more efficiently

thus creating enough moving space

Brands like Knit and Flat Knit that are not moving very well could be removed to

facilitate or increasing the offer

A separate portion in the store could be allocated for keeping old merchandise

that were not sold out and discount may be offered for the same as applicable

A snack parlour like pop corn corner chip etc a small area for Music ie World

space radio station could be added to the store The store essentially talks about shopping

as an experience Adding these would increase the time a customer spends at the store

and also add to additional revenue Most of the other Shoppersrsquo Stop outlets have these

facilities at present With competitors having these facilities and malls opening up all

around the city this becomes a necessity

Acharya Institute of Technology Page 35

Shoppers Stop Limited

Accessories like inexpensive fashion jewellery watches etc could be placed in

more attractive cases and kept in some centre point so that the customer find it easy to

check them out and this might induce a purchase

The footwear collection for the both men and women could be enhanced by

bringing in more variety like sports formal as well as causal wear There is very little

choice in this case at present

Interaction with customer could be increased by having various activities in the

store frequently and making customer part of these First citizen could be invited so that

their relationship with the store is strengthened and thus they could be retained and repeat

purchase could be induced

Shoppersrsquo Stop has been first mover in this category in many services offered

Some innovative ideas which are not similar to what is already being done by

competitors could be introduced to attract more customers and retain existing customers

Shoppersrsquo Stop can be spending a little more on promotion At present there is

virtually no advertisement of the store continuously It can go for ads in magazines and

also hoarding around the city just to serve as a reminder to customers Pantaloons and

Big Bazaar do more sale promotion activity to create a familiar position in young

generation customers mind

Cleanliness of rest area should be taken care of as frequently as required Even

these have an influence on the customer

Items like fashion accessories magazines could be kept near billing counters

These are items of impulse purchase and hence should be kept at these places

Acharya Institute of Technology Page 36

Shoppers Stop Limited

CONCLUSION

Benchmarking help to analysis the cost cycle time productivity or quality of specific

process Due to benchmarking process (best practice benchmarking) to study the

comparative study of competitive stores (lifestyle Globus Pantaloons etc) with

distinguish parameter

We found that Shoppersrsquo Stop was standing first in many parameters like Sales Personnel

Friendliness Sales Personnel Uniform Arrangement Billing Counters etc

Shoppersrsquo Stop a pioneer in the lifestyle segment of retail store has heavy competition to

put up with In this process it is getting off the top spot which is used to occupy for

years but certainly not losing way With a few innovative ideas and slight modifications

to the existing system it can surely regain the top spot It is interesting to note that

Shoppersrsquo Stop is still the first choice in the customer mind when it comes to shopping It

should leverage on its strong position and let more customers ldquoSTART SOMETHING

NEWrdquo

Acharya Institute of Technology Page 37

Shoppers Stop Limited

ANNEXURE

QUESTIONNAIRE

Personal Information

Name _______________________

Age - 16-24 25-32 33-40 4-48 Above 48

Gender - Male Female

Marital status - Single Married

1 When you think shopping for your family which store comes to your mind first

Shoppersrsquo stop Lifestyle Globus Westside

Big bazaar Pantaloons

2 How frequently do you shop

Once in month Once in 2 months Once in 6 months

3 Based on the Outside appeal ( name boards posters etchellip) and parking facilities rank these stores (note Rank from 1 to 6 1- Best to 6- Worst)

Acharya Institute of Technology Page 38

Shoppers Stop Limited

Stores Parking Facility (space)

Outside appeal (facades windows etc)

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

4 Rank the Sales Personnel of these stores based on the following Attributes

Stores Attentive Friendliness

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

5 Based on the following In-Store Attributes rank the stores

Acharya Institute of Technology Page 39

Shoppers Stop Limited

Stores Music Moving Space Arrangements

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

6 Based on the location and frequency of the following rank these stores

Stores Billing Counters Trial Rooms

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

7 Based on the restrooms and drinking facilities rank these stores

Acharya Institute of Technology Page 40

Shoppers Stop Limited

Stores Rest Room Drinking Facility

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

8 Based on the following attributes rank these stores

Stores Ease of location of desired category

Range of garment Range of acc

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

9 Based on the following factors rank these stores

Acharya Institute of Technology Page 41

Shoppers Stop Limited

Stores Membership Kids Play Area

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

10 Based on the following rank these stores

Stores Ease of Alterexchange

In store Other facilityadvertisement

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

11 Among the given stores which do you think is the best Why

Acharya Institute of Technology Page 42

Shoppers Stop Limited

BIBLIOGRAPHY

Manuals and Reports

Acharya Institute of Technology Page 43

Shoppers Stop Limited

Company manuals company brochures and publications of retail outlets

magazines

Books

Research methodologies-Naresh Malhotra

Consumer behaviour-Leon Schiffman Lesile Lazar Kaunk

Retail management-Chetan Bajaj

Business research method-TATA McGraw Hill

Software

SPSS for data analysis

Web-sites

wwwgoogle co in

wwwretailbizcom

wwwscribdcom

wwwmarketingnpvcom

wwweulevicom

wwwshoppers stopcom

Acharya Institute of Technology Page 44

Shoppers Stop Limited

It is observed that Lifestyle with the lowest mean rank is the first in this aspect closely

followed by Westside and Shoppersrsquo Stop 322 stands fourth in terms of parking facility

Sales Personnel ndash Friendliness

Shoppersrsquo Stop with the lowest mean rank of 197 stands first in this aspect followed by

Lifestyle and Pantaloons so on

Sales Personnel- Uniform

It is observed that Shoppersrsquo Stop with the lowest mean rank 251 is the first in this

aspect closely followed by Pantaloons ie 259 is the second

Music

It is observed that Globus with the mean rank of 217 stands first in this aspect followed

by Lifestyle and Pantaloons Shoppersrsquo Stop with a value of 451 stands fifth here

Moving space

The above table depicts the mean ranks of the store based on moving space availability

It is observed that Pantaloons with a mean rank of 197 stands first in this aspect

followed by Lifestyle and Shoppersrsquo Stop with a value of 364 stands fourth

Arrangement

The above table depicts the mean ranks of the store based on Arrangement of

merchandise It is observed that Lifestyle with a mean rank of 169 stands first Shoppersrsquo

Stop ranks second with a value of 240

Table no 311- Contdhellip

Format

Stores

Billing

counters

Trial

Rooms

Rest

Room amp

Drinking

Ease of

Location of

Desired

Range of

Garments

Range of

Accessories amp

Acharya Institute of Technology Page 25

Shoppers Stop Limited

Water Category other items

Shoppers

Stop

269 262 340 235 244 321

Lifestyle 220 203 294 159 227 232

Globus 461 472 493 460 477 442

Westside 363 362 222 359 435 452

Big

Bazaar

505 512 518 551 467 371

Pantaloo

ns

283 289 233 336 250 282

Analysis and Interpretations Contdhellip

Billing Counters

The above table depicts the mean ranks of the store based on Location and frequency of

billing counters It is observed that Lifestyle with a mean rank of 220 stands first

Shoppersrsquo Stop ranks second with a value of 269

Acharya Institute of Technology Page 26

Shoppers Stop Limited

Trial Rooms

The above table depicts the mean ranks of the store based on Location and frequency of

Trial rooms It is observed that Lifestyle with a mean rank of 203 stands first Shoppersrsquo

Stop stands second with a mean rank of 262

Rest Room and Drinking Facility

The above table depicts the mean ranks of the store based on restroom and drinking water

facilities It is observed that Westside with a mean rank of 222 stands first Shoppersrsquo

Stop stands fourth with a mean rank of 340

Ease of Location of Desired Category

It is observed that Lifestyle with a mean rank of 159 stands first Shoppersrsquo Stop stands

second with a mean rank of 235

Range of Garments

The above table depicts the mean ranks of the store based on Range of Garments the

Variety that the carry It is observed that Lifestyle stands first with a mean rank of 227

Shoppersrsquo Stop stands second with a mean rank of 244

Range of Accessories and other items

The above table depicts the mean ranks of the store based on Range of Accessories amp

other items like sunglasses footwear and fashion jewellery and a whole of lot items they

carry It is observed that Lifestyle with a mean rank of 232 stands first followed by

Pantaloons with 282 Shoppersrsquo Stop stands third with a mean rank of 321

Table no 311- Contdhellip

Format

Stores

Stores

Membership

schemes

Kids

Play

Area

Ease of

alterationsExchange

In-Store

Advertisement

Others

Acharya Institute of Technology Page 27

Shoppers Stop Limited

Shoppers

Stop

171 321 160 303 483

Lifestyle 202 298 222 329 351

Globus 363 523 383 249 528

Westside 354 248 401 405 207

Big Bazaar 558 469 563 557 323

Pantaloons 453 241 371 257 207

Analysis and Interpretation Contdhellip

Store Membership Schemes

Acharya Institute of Technology Page 28

Shoppers Stop Limited

The above table depicts the mean ranks of the store based on their loyalty

programmedStore membership Scheme It is observed that Shoppersrsquo Stop stands first

with a mean rank of 171 followed by lifestyle 202

Kid Play Area

A pantaloon stands first with a mean rank of 241 Shoppersrsquo Stop with a mean rank of

321 stands fourth in this aspect

Ease of AlterationsExchange

The above table depicts the mean ranks of the store based on Ease of alterations and

exchanges policy Shoppersrsquo Stop stand first in terms of ease with a mean rank of 160

followed by lifestyleA very few respondents said that they have done

Alterationexchanges at all (other stores) other than Big Bazar and hence ranked sixth

In-store Advertisement

The above table depicts the mean ranks of the store based on Advertisement In store of

the various brands they carry their various offer and so on Globus ranks first with a

mean rank of 249 followed by Pantaloons Shoppersrsquo Stop stands third in this aspect

Other Facilities

The above table depicts the mean ranks of the store based on the other facilities like

snack parlors sofas for customer to relax etc Westside (206) ranks first this is attributed

to these facilities at many malls which most of the respondents took while ranking This

is closly followed by Pantaloons Shoppersrsquo Stop stands fifth with a value of 483

Chapter IVAcharya Institute of Technology Page 29

Shoppers Stop Limited

SummaryFINDING amp INFERENCES

Acharya Institute of Technology Page 30

Shoppers Stop Limited

After analyzing the data collected the following were the findings and their

corresponding inferences

Shoppersrsquo Stop stands third in term of outside appeal with a mean rank of

314 This is because all players in this industry give high importance to their stores

outside appeal and some competitors have come out innovative looks for their stores

Shoppersrsquo Stop stands fourth in terms of parking facility with a mean rank of

322 This is because some competitors have a more spacious parking lot and also none of

other competitors collect a parking fee unlike Shoppersrsquo Stop

Shoppersrsquo Stop stands first in terms of sales personnel with a mean rank of

197 This is taking into account their friendliness knowledge uniform etc this is due to

the intensive training given to the sales personnel before they actually get on the floor

Shoppersrsquo Stop stands fifth with a mean rank of 451 with regards to music

played in store This is mainly due to the fact that many of the respondents felt that

Shoppersrsquo Stop plays the same old music over and over again

In terms of moving space inside the store Shoppersrsquo Stop stands fourth with a

mean rank of 364 This is because store like Pantaloons Lifestyle etc are more spacious

compared to Shoppersrsquo Stop Also at few places in the store more items are placed in

comparatively less space thus making movement difficult for customer

When it comes to the top of the mind recall 44 of the male respondents

said Shoppersrsquo Stop was at the top of the mind when it comes to shopping Similarly 56

of the female respondents responded in favor of lifestyle for the same From this it is

evident that women prefer lifestyle rather than Shoppersrsquo Stop

With regards to Arrangement of merchandise Shoppersrsquo Stop stands second

with mean rank of 240 Also Pantaloons which was observed to be most spacious does

not rank as good in terms of Arrangement of merchandise Many respondents felt that

even though there is enough space at Big Bazaar the arrangement of merchandise is not

at all appealing and hence it stands sixth in this aspect

Shoppersrsquo Stop stands second in terms of location and frequency of billing

counters This is because sufficient number of billing counter is placed at strategic

locations in the store Even though Big Bazaar has many billing counters it stands sixth

Acharya Institute of Technology Page 31

Shoppers Stop Limited

because a number of respondents are not satisfied with the number of billing counters at

Globus They felt that the number was very low

Similarly with regards to location and frequency of trial rooms Shoppersrsquo

Stop stands second with a mean rank of 262 Trial rooms again are available in

sufficient number at strategic locations in the store The reason for Big Bazaar standing

sixth in this aspect is again the fact that a number of respondents were not satisfied with

their location at centre points in the store Here again respondents felt that the number of

trial rooms at Globus is very Low and are not satisfied with the same

With regards Restroom and Drinking Water facilities Shoppersrsquo Stop with a

value of 340 stands fourth This is because the facilities is slightly old and is not

maintained as often as those in some other stores on the list New stores are giving very

high importance to cleanliness of such facilities and adding facilities like sensors and the

like

Shoppersrsquo Stop stands second in terms of Ease of location of desired category

with a mean rank of 235 This is mainly due to the fact that danglers indicating category

of items are hung all around the store Lifestyle has edge in this aspect because they are

cleaner and attractive compared to those at Shoppersrsquo Stop

Shoppersrsquo Stop stands second in terms of range of garments the variety in

various categories with a mean rank of 224 This is due to the fact that Shoppersrsquo Stop

carries garments in various ranges and also houses some brands which competitors do

not Even though Big Bazaar carries a wide ranges of garments some respondents felt it

is not as good as that in other stores and hence it stands fifth in this aspect

With regards to range of accessories and other items like footwear sunglasses

fashion jewellery etc Shoppersrsquo Stop stands third with a mean ranks of 321 This is

because footwear for both men and women fashion jewellery collection are very limited

Even though Big Bazaar houses a wide variety of items many respondents felt that the

collection was not good

Shoppersrsquo Stop stands first in terms of Store Membership schemes with the

lowest mean rank of 171 Shoppersrsquo Stop was pioneer in such schemes Even though a

few respondents felt that the entry constraints are more relaxed at some stores as

Acharya Institute of Technology Page 32

Shoppers Stop Limited

compared to Shoppersrsquo Stop it stands first because of various other reasons Respondents

are generally not very aware of the loyalty programmes at Big Bazaar and Pantaloons

When it comes to play area for kids Shoppersrsquo Stop stands fourth with a rank

of 321 In this aspect Westside stands seconds this is attributed to the kids Play Area at

the Shipra Mall Most of the respondents have ranked that for Westside The newer stores

are focusing more on such areas for kids

Shoppersrsquo Stop ranks first in terms of Ease of Alternations Exchanges of

merchandise This is because they follow a very efficient policy for alteration focusing on

not wasting customersrsquo time They have a very good policy for exchanges of merchandise

as well A very few respondents said they have done exchanges at all other stores than

Big Bazaar and hence ranked sixth

With regards to In-store advertisements the various brands they carry and that

of their store Shoppersrsquo Stop stand third in this with a mean rank of 303 Some stores do

not give importance to these while some stores like Globus attribute high importance

Shoppersrsquo Stop stands fifth in terms of other facilities like snack parlors sofas

for customer to relax etc Westside ranks first in this aspect This is attributed to these

facilities at the malls which most of the respondents took while ranking This is closely

followed by Pantaloons

A very high 72 of the respondents in the age group (16-24) and 59 in the

age group (25-32) shop once in a month In general a high portion of respondents shop

every month ie 67 This implies that most of the shoppers are students young

professionals etc

From the study it was evident that57 of the male respondents and a high

83 of the female respondents shop once in a month A very low 7 of the female

respondents shop once in 6 months In other words women shop very often than men

It is observed that36 of the total respondents said Shoppersrsquo Stop comes to

their mind first when they think of shopping for the family and a close35 responded in

favour of lifestyle This shows the wide spread awareness of Shoppersrsquo Stop Even

though competition is hotting up Shoppersrsquo Stop holds a high position in customer mind

Acharya Institute of Technology Page 33

Shoppers Stop Limited

Similarly 83 respondents who responded in favour of Lifestyle belonged to

the age group (16-24) In case of Shoppersrsquo Stop 63 respondents were in age group (16-

24) Hence Shoppersrsquo Stop is the top of the mind store in general and lifestyle is the top

of mind store of the youth

With regards to the age group of respondents it is observed that72 of the

respondents fall in the age group of 16-24 years and 26 fall in the age group of 25-32

years So it is mostly the youth who shop quite often in these stores

Similarly with regards to the shopping frequency of the respondents it is

observed that 66 of the respondents shop once in a month 21 shop once in 2 months

and 13 once in 6 months In general the shopping frequency is quite high

343 respondents say Lifestyle is their favourite store followed by

Pantaloons with 253 respondents in favour of it Shoppersrsquo Stop stands third in the list

of favourite stores The reason for this is that all players are doing their best in business

and in the process

Acharya Institute of Technology Page 34

Shoppers Stop Limited

RECOMMENDATIONS amp SUGGESTIONS

Given below are some of the RecommendationsSuggestions to improve or modify

service Standards and increase customer delight

Outside appeal of Shoppersrsquo Stop could be improved by adding more attractive

facades and windows Also the entire store on the outside could be repainted and make

more attractive than at present because looks matter always

Parking facility could be improved by having a permanent parking lot that should

be more spacious because during weekends when it is heavily crowded customer face

lots of the problem with regards to parking To overcome this problem appoint more

guards and implement coupon system and categorised parking like two wheelers as well

as four wheelers parking

Valet parking facility could be made available at least for first citizen card

holders

Sales personnel could be offered with some incentives from time to time on the

basis of their performance and motivation programme organised so that they do not

switch over to competitors which are found in increasing number at present as most of

them are part-timers

It is found that Shoppersrsquo Stop is not the best in terms of arrangement and moving

space Merchandise could be arranged in a way that the space is utilized more efficiently

thus creating enough moving space

Brands like Knit and Flat Knit that are not moving very well could be removed to

facilitate or increasing the offer

A separate portion in the store could be allocated for keeping old merchandise

that were not sold out and discount may be offered for the same as applicable

A snack parlour like pop corn corner chip etc a small area for Music ie World

space radio station could be added to the store The store essentially talks about shopping

as an experience Adding these would increase the time a customer spends at the store

and also add to additional revenue Most of the other Shoppersrsquo Stop outlets have these

facilities at present With competitors having these facilities and malls opening up all

around the city this becomes a necessity

Acharya Institute of Technology Page 35

Shoppers Stop Limited

Accessories like inexpensive fashion jewellery watches etc could be placed in

more attractive cases and kept in some centre point so that the customer find it easy to

check them out and this might induce a purchase

The footwear collection for the both men and women could be enhanced by

bringing in more variety like sports formal as well as causal wear There is very little

choice in this case at present

Interaction with customer could be increased by having various activities in the

store frequently and making customer part of these First citizen could be invited so that

their relationship with the store is strengthened and thus they could be retained and repeat

purchase could be induced

Shoppersrsquo Stop has been first mover in this category in many services offered

Some innovative ideas which are not similar to what is already being done by

competitors could be introduced to attract more customers and retain existing customers

Shoppersrsquo Stop can be spending a little more on promotion At present there is

virtually no advertisement of the store continuously It can go for ads in magazines and

also hoarding around the city just to serve as a reminder to customers Pantaloons and

Big Bazaar do more sale promotion activity to create a familiar position in young

generation customers mind

Cleanliness of rest area should be taken care of as frequently as required Even

these have an influence on the customer

Items like fashion accessories magazines could be kept near billing counters

These are items of impulse purchase and hence should be kept at these places

Acharya Institute of Technology Page 36

Shoppers Stop Limited

CONCLUSION

Benchmarking help to analysis the cost cycle time productivity or quality of specific

process Due to benchmarking process (best practice benchmarking) to study the

comparative study of competitive stores (lifestyle Globus Pantaloons etc) with

distinguish parameter

We found that Shoppersrsquo Stop was standing first in many parameters like Sales Personnel

Friendliness Sales Personnel Uniform Arrangement Billing Counters etc

Shoppersrsquo Stop a pioneer in the lifestyle segment of retail store has heavy competition to

put up with In this process it is getting off the top spot which is used to occupy for

years but certainly not losing way With a few innovative ideas and slight modifications

to the existing system it can surely regain the top spot It is interesting to note that

Shoppersrsquo Stop is still the first choice in the customer mind when it comes to shopping It

should leverage on its strong position and let more customers ldquoSTART SOMETHING

NEWrdquo

Acharya Institute of Technology Page 37

Shoppers Stop Limited

ANNEXURE

QUESTIONNAIRE

Personal Information

Name _______________________

Age - 16-24 25-32 33-40 4-48 Above 48

Gender - Male Female

Marital status - Single Married

1 When you think shopping for your family which store comes to your mind first

Shoppersrsquo stop Lifestyle Globus Westside

Big bazaar Pantaloons

2 How frequently do you shop

Once in month Once in 2 months Once in 6 months

3 Based on the Outside appeal ( name boards posters etchellip) and parking facilities rank these stores (note Rank from 1 to 6 1- Best to 6- Worst)

Acharya Institute of Technology Page 38

Shoppers Stop Limited

Stores Parking Facility (space)

Outside appeal (facades windows etc)

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

4 Rank the Sales Personnel of these stores based on the following Attributes

Stores Attentive Friendliness

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

5 Based on the following In-Store Attributes rank the stores

Acharya Institute of Technology Page 39

Shoppers Stop Limited

Stores Music Moving Space Arrangements

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

6 Based on the location and frequency of the following rank these stores

Stores Billing Counters Trial Rooms

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

7 Based on the restrooms and drinking facilities rank these stores

Acharya Institute of Technology Page 40

Shoppers Stop Limited

Stores Rest Room Drinking Facility

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

8 Based on the following attributes rank these stores

Stores Ease of location of desired category

Range of garment Range of acc

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

9 Based on the following factors rank these stores

Acharya Institute of Technology Page 41

Shoppers Stop Limited

Stores Membership Kids Play Area

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

10 Based on the following rank these stores

Stores Ease of Alterexchange

In store Other facilityadvertisement

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

11 Among the given stores which do you think is the best Why

Acharya Institute of Technology Page 42

Shoppers Stop Limited

BIBLIOGRAPHY

Manuals and Reports

Acharya Institute of Technology Page 43

Shoppers Stop Limited

Company manuals company brochures and publications of retail outlets

magazines

Books

Research methodologies-Naresh Malhotra

Consumer behaviour-Leon Schiffman Lesile Lazar Kaunk

Retail management-Chetan Bajaj

Business research method-TATA McGraw Hill

Software

SPSS for data analysis

Web-sites

wwwgoogle co in

wwwretailbizcom

wwwscribdcom

wwwmarketingnpvcom

wwweulevicom

wwwshoppers stopcom

Acharya Institute of Technology Page 44

Shoppers Stop Limited

Water Category other items

Shoppers

Stop

269 262 340 235 244 321

Lifestyle 220 203 294 159 227 232

Globus 461 472 493 460 477 442

Westside 363 362 222 359 435 452

Big

Bazaar

505 512 518 551 467 371

Pantaloo

ns

283 289 233 336 250 282

Analysis and Interpretations Contdhellip

Billing Counters

The above table depicts the mean ranks of the store based on Location and frequency of

billing counters It is observed that Lifestyle with a mean rank of 220 stands first

Shoppersrsquo Stop ranks second with a value of 269

Acharya Institute of Technology Page 26

Shoppers Stop Limited

Trial Rooms

The above table depicts the mean ranks of the store based on Location and frequency of

Trial rooms It is observed that Lifestyle with a mean rank of 203 stands first Shoppersrsquo

Stop stands second with a mean rank of 262

Rest Room and Drinking Facility

The above table depicts the mean ranks of the store based on restroom and drinking water

facilities It is observed that Westside with a mean rank of 222 stands first Shoppersrsquo

Stop stands fourth with a mean rank of 340

Ease of Location of Desired Category

It is observed that Lifestyle with a mean rank of 159 stands first Shoppersrsquo Stop stands

second with a mean rank of 235

Range of Garments

The above table depicts the mean ranks of the store based on Range of Garments the

Variety that the carry It is observed that Lifestyle stands first with a mean rank of 227

Shoppersrsquo Stop stands second with a mean rank of 244

Range of Accessories and other items

The above table depicts the mean ranks of the store based on Range of Accessories amp

other items like sunglasses footwear and fashion jewellery and a whole of lot items they

carry It is observed that Lifestyle with a mean rank of 232 stands first followed by

Pantaloons with 282 Shoppersrsquo Stop stands third with a mean rank of 321

Table no 311- Contdhellip

Format

Stores

Stores

Membership

schemes

Kids

Play

Area

Ease of

alterationsExchange

In-Store

Advertisement

Others

Acharya Institute of Technology Page 27

Shoppers Stop Limited

Shoppers

Stop

171 321 160 303 483

Lifestyle 202 298 222 329 351

Globus 363 523 383 249 528

Westside 354 248 401 405 207

Big Bazaar 558 469 563 557 323

Pantaloons 453 241 371 257 207

Analysis and Interpretation Contdhellip

Store Membership Schemes

Acharya Institute of Technology Page 28

Shoppers Stop Limited

The above table depicts the mean ranks of the store based on their loyalty

programmedStore membership Scheme It is observed that Shoppersrsquo Stop stands first

with a mean rank of 171 followed by lifestyle 202

Kid Play Area

A pantaloon stands first with a mean rank of 241 Shoppersrsquo Stop with a mean rank of

321 stands fourth in this aspect

Ease of AlterationsExchange

The above table depicts the mean ranks of the store based on Ease of alterations and

exchanges policy Shoppersrsquo Stop stand first in terms of ease with a mean rank of 160

followed by lifestyleA very few respondents said that they have done

Alterationexchanges at all (other stores) other than Big Bazar and hence ranked sixth

In-store Advertisement

The above table depicts the mean ranks of the store based on Advertisement In store of

the various brands they carry their various offer and so on Globus ranks first with a

mean rank of 249 followed by Pantaloons Shoppersrsquo Stop stands third in this aspect

Other Facilities

The above table depicts the mean ranks of the store based on the other facilities like

snack parlors sofas for customer to relax etc Westside (206) ranks first this is attributed

to these facilities at many malls which most of the respondents took while ranking This

is closly followed by Pantaloons Shoppersrsquo Stop stands fifth with a value of 483

Chapter IVAcharya Institute of Technology Page 29

Shoppers Stop Limited

SummaryFINDING amp INFERENCES

Acharya Institute of Technology Page 30

Shoppers Stop Limited

After analyzing the data collected the following were the findings and their

corresponding inferences

Shoppersrsquo Stop stands third in term of outside appeal with a mean rank of

314 This is because all players in this industry give high importance to their stores

outside appeal and some competitors have come out innovative looks for their stores

Shoppersrsquo Stop stands fourth in terms of parking facility with a mean rank of

322 This is because some competitors have a more spacious parking lot and also none of

other competitors collect a parking fee unlike Shoppersrsquo Stop

Shoppersrsquo Stop stands first in terms of sales personnel with a mean rank of

197 This is taking into account their friendliness knowledge uniform etc this is due to

the intensive training given to the sales personnel before they actually get on the floor

Shoppersrsquo Stop stands fifth with a mean rank of 451 with regards to music

played in store This is mainly due to the fact that many of the respondents felt that

Shoppersrsquo Stop plays the same old music over and over again

In terms of moving space inside the store Shoppersrsquo Stop stands fourth with a

mean rank of 364 This is because store like Pantaloons Lifestyle etc are more spacious

compared to Shoppersrsquo Stop Also at few places in the store more items are placed in

comparatively less space thus making movement difficult for customer

When it comes to the top of the mind recall 44 of the male respondents

said Shoppersrsquo Stop was at the top of the mind when it comes to shopping Similarly 56

of the female respondents responded in favor of lifestyle for the same From this it is

evident that women prefer lifestyle rather than Shoppersrsquo Stop

With regards to Arrangement of merchandise Shoppersrsquo Stop stands second

with mean rank of 240 Also Pantaloons which was observed to be most spacious does

not rank as good in terms of Arrangement of merchandise Many respondents felt that

even though there is enough space at Big Bazaar the arrangement of merchandise is not

at all appealing and hence it stands sixth in this aspect

Shoppersrsquo Stop stands second in terms of location and frequency of billing

counters This is because sufficient number of billing counter is placed at strategic

locations in the store Even though Big Bazaar has many billing counters it stands sixth

Acharya Institute of Technology Page 31

Shoppers Stop Limited

because a number of respondents are not satisfied with the number of billing counters at

Globus They felt that the number was very low

Similarly with regards to location and frequency of trial rooms Shoppersrsquo

Stop stands second with a mean rank of 262 Trial rooms again are available in

sufficient number at strategic locations in the store The reason for Big Bazaar standing

sixth in this aspect is again the fact that a number of respondents were not satisfied with

their location at centre points in the store Here again respondents felt that the number of

trial rooms at Globus is very Low and are not satisfied with the same

With regards Restroom and Drinking Water facilities Shoppersrsquo Stop with a

value of 340 stands fourth This is because the facilities is slightly old and is not

maintained as often as those in some other stores on the list New stores are giving very

high importance to cleanliness of such facilities and adding facilities like sensors and the

like

Shoppersrsquo Stop stands second in terms of Ease of location of desired category

with a mean rank of 235 This is mainly due to the fact that danglers indicating category

of items are hung all around the store Lifestyle has edge in this aspect because they are

cleaner and attractive compared to those at Shoppersrsquo Stop

Shoppersrsquo Stop stands second in terms of range of garments the variety in

various categories with a mean rank of 224 This is due to the fact that Shoppersrsquo Stop

carries garments in various ranges and also houses some brands which competitors do

not Even though Big Bazaar carries a wide ranges of garments some respondents felt it

is not as good as that in other stores and hence it stands fifth in this aspect

With regards to range of accessories and other items like footwear sunglasses

fashion jewellery etc Shoppersrsquo Stop stands third with a mean ranks of 321 This is

because footwear for both men and women fashion jewellery collection are very limited

Even though Big Bazaar houses a wide variety of items many respondents felt that the

collection was not good

Shoppersrsquo Stop stands first in terms of Store Membership schemes with the

lowest mean rank of 171 Shoppersrsquo Stop was pioneer in such schemes Even though a

few respondents felt that the entry constraints are more relaxed at some stores as

Acharya Institute of Technology Page 32

Shoppers Stop Limited

compared to Shoppersrsquo Stop it stands first because of various other reasons Respondents

are generally not very aware of the loyalty programmes at Big Bazaar and Pantaloons

When it comes to play area for kids Shoppersrsquo Stop stands fourth with a rank

of 321 In this aspect Westside stands seconds this is attributed to the kids Play Area at

the Shipra Mall Most of the respondents have ranked that for Westside The newer stores

are focusing more on such areas for kids

Shoppersrsquo Stop ranks first in terms of Ease of Alternations Exchanges of

merchandise This is because they follow a very efficient policy for alteration focusing on

not wasting customersrsquo time They have a very good policy for exchanges of merchandise

as well A very few respondents said they have done exchanges at all other stores than

Big Bazaar and hence ranked sixth

With regards to In-store advertisements the various brands they carry and that

of their store Shoppersrsquo Stop stand third in this with a mean rank of 303 Some stores do

not give importance to these while some stores like Globus attribute high importance

Shoppersrsquo Stop stands fifth in terms of other facilities like snack parlors sofas

for customer to relax etc Westside ranks first in this aspect This is attributed to these

facilities at the malls which most of the respondents took while ranking This is closely

followed by Pantaloons

A very high 72 of the respondents in the age group (16-24) and 59 in the

age group (25-32) shop once in a month In general a high portion of respondents shop

every month ie 67 This implies that most of the shoppers are students young

professionals etc

From the study it was evident that57 of the male respondents and a high

83 of the female respondents shop once in a month A very low 7 of the female

respondents shop once in 6 months In other words women shop very often than men

It is observed that36 of the total respondents said Shoppersrsquo Stop comes to

their mind first when they think of shopping for the family and a close35 responded in

favour of lifestyle This shows the wide spread awareness of Shoppersrsquo Stop Even

though competition is hotting up Shoppersrsquo Stop holds a high position in customer mind

Acharya Institute of Technology Page 33

Shoppers Stop Limited

Similarly 83 respondents who responded in favour of Lifestyle belonged to

the age group (16-24) In case of Shoppersrsquo Stop 63 respondents were in age group (16-

24) Hence Shoppersrsquo Stop is the top of the mind store in general and lifestyle is the top

of mind store of the youth

With regards to the age group of respondents it is observed that72 of the

respondents fall in the age group of 16-24 years and 26 fall in the age group of 25-32

years So it is mostly the youth who shop quite often in these stores

Similarly with regards to the shopping frequency of the respondents it is

observed that 66 of the respondents shop once in a month 21 shop once in 2 months

and 13 once in 6 months In general the shopping frequency is quite high

343 respondents say Lifestyle is their favourite store followed by

Pantaloons with 253 respondents in favour of it Shoppersrsquo Stop stands third in the list

of favourite stores The reason for this is that all players are doing their best in business

and in the process

Acharya Institute of Technology Page 34

Shoppers Stop Limited

RECOMMENDATIONS amp SUGGESTIONS

Given below are some of the RecommendationsSuggestions to improve or modify

service Standards and increase customer delight

Outside appeal of Shoppersrsquo Stop could be improved by adding more attractive

facades and windows Also the entire store on the outside could be repainted and make

more attractive than at present because looks matter always

Parking facility could be improved by having a permanent parking lot that should

be more spacious because during weekends when it is heavily crowded customer face

lots of the problem with regards to parking To overcome this problem appoint more

guards and implement coupon system and categorised parking like two wheelers as well

as four wheelers parking

Valet parking facility could be made available at least for first citizen card

holders

Sales personnel could be offered with some incentives from time to time on the

basis of their performance and motivation programme organised so that they do not

switch over to competitors which are found in increasing number at present as most of

them are part-timers

It is found that Shoppersrsquo Stop is not the best in terms of arrangement and moving

space Merchandise could be arranged in a way that the space is utilized more efficiently

thus creating enough moving space

Brands like Knit and Flat Knit that are not moving very well could be removed to

facilitate or increasing the offer

A separate portion in the store could be allocated for keeping old merchandise

that were not sold out and discount may be offered for the same as applicable

A snack parlour like pop corn corner chip etc a small area for Music ie World

space radio station could be added to the store The store essentially talks about shopping

as an experience Adding these would increase the time a customer spends at the store

and also add to additional revenue Most of the other Shoppersrsquo Stop outlets have these

facilities at present With competitors having these facilities and malls opening up all

around the city this becomes a necessity

Acharya Institute of Technology Page 35

Shoppers Stop Limited

Accessories like inexpensive fashion jewellery watches etc could be placed in

more attractive cases and kept in some centre point so that the customer find it easy to

check them out and this might induce a purchase

The footwear collection for the both men and women could be enhanced by

bringing in more variety like sports formal as well as causal wear There is very little

choice in this case at present

Interaction with customer could be increased by having various activities in the

store frequently and making customer part of these First citizen could be invited so that

their relationship with the store is strengthened and thus they could be retained and repeat

purchase could be induced

Shoppersrsquo Stop has been first mover in this category in many services offered

Some innovative ideas which are not similar to what is already being done by

competitors could be introduced to attract more customers and retain existing customers

Shoppersrsquo Stop can be spending a little more on promotion At present there is

virtually no advertisement of the store continuously It can go for ads in magazines and

also hoarding around the city just to serve as a reminder to customers Pantaloons and

Big Bazaar do more sale promotion activity to create a familiar position in young

generation customers mind

Cleanliness of rest area should be taken care of as frequently as required Even

these have an influence on the customer

Items like fashion accessories magazines could be kept near billing counters

These are items of impulse purchase and hence should be kept at these places

Acharya Institute of Technology Page 36

Shoppers Stop Limited

CONCLUSION

Benchmarking help to analysis the cost cycle time productivity or quality of specific

process Due to benchmarking process (best practice benchmarking) to study the

comparative study of competitive stores (lifestyle Globus Pantaloons etc) with

distinguish parameter

We found that Shoppersrsquo Stop was standing first in many parameters like Sales Personnel

Friendliness Sales Personnel Uniform Arrangement Billing Counters etc

Shoppersrsquo Stop a pioneer in the lifestyle segment of retail store has heavy competition to

put up with In this process it is getting off the top spot which is used to occupy for

years but certainly not losing way With a few innovative ideas and slight modifications

to the existing system it can surely regain the top spot It is interesting to note that

Shoppersrsquo Stop is still the first choice in the customer mind when it comes to shopping It

should leverage on its strong position and let more customers ldquoSTART SOMETHING

NEWrdquo

Acharya Institute of Technology Page 37

Shoppers Stop Limited

ANNEXURE

QUESTIONNAIRE

Personal Information

Name _______________________

Age - 16-24 25-32 33-40 4-48 Above 48

Gender - Male Female

Marital status - Single Married

1 When you think shopping for your family which store comes to your mind first

Shoppersrsquo stop Lifestyle Globus Westside

Big bazaar Pantaloons

2 How frequently do you shop

Once in month Once in 2 months Once in 6 months

3 Based on the Outside appeal ( name boards posters etchellip) and parking facilities rank these stores (note Rank from 1 to 6 1- Best to 6- Worst)

Acharya Institute of Technology Page 38

Shoppers Stop Limited

Stores Parking Facility (space)

Outside appeal (facades windows etc)

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

4 Rank the Sales Personnel of these stores based on the following Attributes

Stores Attentive Friendliness

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

5 Based on the following In-Store Attributes rank the stores

Acharya Institute of Technology Page 39

Shoppers Stop Limited

Stores Music Moving Space Arrangements

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

6 Based on the location and frequency of the following rank these stores

Stores Billing Counters Trial Rooms

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

7 Based on the restrooms and drinking facilities rank these stores

Acharya Institute of Technology Page 40

Shoppers Stop Limited

Stores Rest Room Drinking Facility

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

8 Based on the following attributes rank these stores

Stores Ease of location of desired category

Range of garment Range of acc

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

9 Based on the following factors rank these stores

Acharya Institute of Technology Page 41

Shoppers Stop Limited

Stores Membership Kids Play Area

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

10 Based on the following rank these stores

Stores Ease of Alterexchange

In store Other facilityadvertisement

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

11 Among the given stores which do you think is the best Why

Acharya Institute of Technology Page 42

Shoppers Stop Limited

BIBLIOGRAPHY

Manuals and Reports

Acharya Institute of Technology Page 43

Shoppers Stop Limited

Company manuals company brochures and publications of retail outlets

magazines

Books

Research methodologies-Naresh Malhotra

Consumer behaviour-Leon Schiffman Lesile Lazar Kaunk

Retail management-Chetan Bajaj

Business research method-TATA McGraw Hill

Software

SPSS for data analysis

Web-sites

wwwgoogle co in

wwwretailbizcom

wwwscribdcom

wwwmarketingnpvcom

wwweulevicom

wwwshoppers stopcom

Acharya Institute of Technology Page 44

Shoppers Stop Limited

Trial Rooms

The above table depicts the mean ranks of the store based on Location and frequency of

Trial rooms It is observed that Lifestyle with a mean rank of 203 stands first Shoppersrsquo

Stop stands second with a mean rank of 262

Rest Room and Drinking Facility

The above table depicts the mean ranks of the store based on restroom and drinking water

facilities It is observed that Westside with a mean rank of 222 stands first Shoppersrsquo

Stop stands fourth with a mean rank of 340

Ease of Location of Desired Category

It is observed that Lifestyle with a mean rank of 159 stands first Shoppersrsquo Stop stands

second with a mean rank of 235

Range of Garments

The above table depicts the mean ranks of the store based on Range of Garments the

Variety that the carry It is observed that Lifestyle stands first with a mean rank of 227

Shoppersrsquo Stop stands second with a mean rank of 244

Range of Accessories and other items

The above table depicts the mean ranks of the store based on Range of Accessories amp

other items like sunglasses footwear and fashion jewellery and a whole of lot items they

carry It is observed that Lifestyle with a mean rank of 232 stands first followed by

Pantaloons with 282 Shoppersrsquo Stop stands third with a mean rank of 321

Table no 311- Contdhellip

Format

Stores

Stores

Membership

schemes

Kids

Play

Area

Ease of

alterationsExchange

In-Store

Advertisement

Others

Acharya Institute of Technology Page 27

Shoppers Stop Limited

Shoppers

Stop

171 321 160 303 483

Lifestyle 202 298 222 329 351

Globus 363 523 383 249 528

Westside 354 248 401 405 207

Big Bazaar 558 469 563 557 323

Pantaloons 453 241 371 257 207

Analysis and Interpretation Contdhellip

Store Membership Schemes

Acharya Institute of Technology Page 28

Shoppers Stop Limited

The above table depicts the mean ranks of the store based on their loyalty

programmedStore membership Scheme It is observed that Shoppersrsquo Stop stands first

with a mean rank of 171 followed by lifestyle 202

Kid Play Area

A pantaloon stands first with a mean rank of 241 Shoppersrsquo Stop with a mean rank of

321 stands fourth in this aspect

Ease of AlterationsExchange

The above table depicts the mean ranks of the store based on Ease of alterations and

exchanges policy Shoppersrsquo Stop stand first in terms of ease with a mean rank of 160

followed by lifestyleA very few respondents said that they have done

Alterationexchanges at all (other stores) other than Big Bazar and hence ranked sixth

In-store Advertisement

The above table depicts the mean ranks of the store based on Advertisement In store of

the various brands they carry their various offer and so on Globus ranks first with a

mean rank of 249 followed by Pantaloons Shoppersrsquo Stop stands third in this aspect

Other Facilities

The above table depicts the mean ranks of the store based on the other facilities like

snack parlors sofas for customer to relax etc Westside (206) ranks first this is attributed

to these facilities at many malls which most of the respondents took while ranking This

is closly followed by Pantaloons Shoppersrsquo Stop stands fifth with a value of 483

Chapter IVAcharya Institute of Technology Page 29

Shoppers Stop Limited

SummaryFINDING amp INFERENCES

Acharya Institute of Technology Page 30

Shoppers Stop Limited

After analyzing the data collected the following were the findings and their

corresponding inferences

Shoppersrsquo Stop stands third in term of outside appeal with a mean rank of

314 This is because all players in this industry give high importance to their stores

outside appeal and some competitors have come out innovative looks for their stores

Shoppersrsquo Stop stands fourth in terms of parking facility with a mean rank of

322 This is because some competitors have a more spacious parking lot and also none of

other competitors collect a parking fee unlike Shoppersrsquo Stop

Shoppersrsquo Stop stands first in terms of sales personnel with a mean rank of

197 This is taking into account their friendliness knowledge uniform etc this is due to

the intensive training given to the sales personnel before they actually get on the floor

Shoppersrsquo Stop stands fifth with a mean rank of 451 with regards to music

played in store This is mainly due to the fact that many of the respondents felt that

Shoppersrsquo Stop plays the same old music over and over again

In terms of moving space inside the store Shoppersrsquo Stop stands fourth with a

mean rank of 364 This is because store like Pantaloons Lifestyle etc are more spacious

compared to Shoppersrsquo Stop Also at few places in the store more items are placed in

comparatively less space thus making movement difficult for customer

When it comes to the top of the mind recall 44 of the male respondents

said Shoppersrsquo Stop was at the top of the mind when it comes to shopping Similarly 56

of the female respondents responded in favor of lifestyle for the same From this it is

evident that women prefer lifestyle rather than Shoppersrsquo Stop

With regards to Arrangement of merchandise Shoppersrsquo Stop stands second

with mean rank of 240 Also Pantaloons which was observed to be most spacious does

not rank as good in terms of Arrangement of merchandise Many respondents felt that

even though there is enough space at Big Bazaar the arrangement of merchandise is not

at all appealing and hence it stands sixth in this aspect

Shoppersrsquo Stop stands second in terms of location and frequency of billing

counters This is because sufficient number of billing counter is placed at strategic

locations in the store Even though Big Bazaar has many billing counters it stands sixth

Acharya Institute of Technology Page 31

Shoppers Stop Limited

because a number of respondents are not satisfied with the number of billing counters at

Globus They felt that the number was very low

Similarly with regards to location and frequency of trial rooms Shoppersrsquo

Stop stands second with a mean rank of 262 Trial rooms again are available in

sufficient number at strategic locations in the store The reason for Big Bazaar standing

sixth in this aspect is again the fact that a number of respondents were not satisfied with

their location at centre points in the store Here again respondents felt that the number of

trial rooms at Globus is very Low and are not satisfied with the same

With regards Restroom and Drinking Water facilities Shoppersrsquo Stop with a

value of 340 stands fourth This is because the facilities is slightly old and is not

maintained as often as those in some other stores on the list New stores are giving very

high importance to cleanliness of such facilities and adding facilities like sensors and the

like

Shoppersrsquo Stop stands second in terms of Ease of location of desired category

with a mean rank of 235 This is mainly due to the fact that danglers indicating category

of items are hung all around the store Lifestyle has edge in this aspect because they are

cleaner and attractive compared to those at Shoppersrsquo Stop

Shoppersrsquo Stop stands second in terms of range of garments the variety in

various categories with a mean rank of 224 This is due to the fact that Shoppersrsquo Stop

carries garments in various ranges and also houses some brands which competitors do

not Even though Big Bazaar carries a wide ranges of garments some respondents felt it

is not as good as that in other stores and hence it stands fifth in this aspect

With regards to range of accessories and other items like footwear sunglasses

fashion jewellery etc Shoppersrsquo Stop stands third with a mean ranks of 321 This is

because footwear for both men and women fashion jewellery collection are very limited

Even though Big Bazaar houses a wide variety of items many respondents felt that the

collection was not good

Shoppersrsquo Stop stands first in terms of Store Membership schemes with the

lowest mean rank of 171 Shoppersrsquo Stop was pioneer in such schemes Even though a

few respondents felt that the entry constraints are more relaxed at some stores as

Acharya Institute of Technology Page 32

Shoppers Stop Limited

compared to Shoppersrsquo Stop it stands first because of various other reasons Respondents

are generally not very aware of the loyalty programmes at Big Bazaar and Pantaloons

When it comes to play area for kids Shoppersrsquo Stop stands fourth with a rank

of 321 In this aspect Westside stands seconds this is attributed to the kids Play Area at

the Shipra Mall Most of the respondents have ranked that for Westside The newer stores

are focusing more on such areas for kids

Shoppersrsquo Stop ranks first in terms of Ease of Alternations Exchanges of

merchandise This is because they follow a very efficient policy for alteration focusing on

not wasting customersrsquo time They have a very good policy for exchanges of merchandise

as well A very few respondents said they have done exchanges at all other stores than

Big Bazaar and hence ranked sixth

With regards to In-store advertisements the various brands they carry and that

of their store Shoppersrsquo Stop stand third in this with a mean rank of 303 Some stores do

not give importance to these while some stores like Globus attribute high importance

Shoppersrsquo Stop stands fifth in terms of other facilities like snack parlors sofas

for customer to relax etc Westside ranks first in this aspect This is attributed to these

facilities at the malls which most of the respondents took while ranking This is closely

followed by Pantaloons

A very high 72 of the respondents in the age group (16-24) and 59 in the

age group (25-32) shop once in a month In general a high portion of respondents shop

every month ie 67 This implies that most of the shoppers are students young

professionals etc

From the study it was evident that57 of the male respondents and a high

83 of the female respondents shop once in a month A very low 7 of the female

respondents shop once in 6 months In other words women shop very often than men

It is observed that36 of the total respondents said Shoppersrsquo Stop comes to

their mind first when they think of shopping for the family and a close35 responded in

favour of lifestyle This shows the wide spread awareness of Shoppersrsquo Stop Even

though competition is hotting up Shoppersrsquo Stop holds a high position in customer mind

Acharya Institute of Technology Page 33

Shoppers Stop Limited

Similarly 83 respondents who responded in favour of Lifestyle belonged to

the age group (16-24) In case of Shoppersrsquo Stop 63 respondents were in age group (16-

24) Hence Shoppersrsquo Stop is the top of the mind store in general and lifestyle is the top

of mind store of the youth

With regards to the age group of respondents it is observed that72 of the

respondents fall in the age group of 16-24 years and 26 fall in the age group of 25-32

years So it is mostly the youth who shop quite often in these stores

Similarly with regards to the shopping frequency of the respondents it is

observed that 66 of the respondents shop once in a month 21 shop once in 2 months

and 13 once in 6 months In general the shopping frequency is quite high

343 respondents say Lifestyle is their favourite store followed by

Pantaloons with 253 respondents in favour of it Shoppersrsquo Stop stands third in the list

of favourite stores The reason for this is that all players are doing their best in business

and in the process

Acharya Institute of Technology Page 34

Shoppers Stop Limited

RECOMMENDATIONS amp SUGGESTIONS

Given below are some of the RecommendationsSuggestions to improve or modify

service Standards and increase customer delight

Outside appeal of Shoppersrsquo Stop could be improved by adding more attractive

facades and windows Also the entire store on the outside could be repainted and make

more attractive than at present because looks matter always

Parking facility could be improved by having a permanent parking lot that should

be more spacious because during weekends when it is heavily crowded customer face

lots of the problem with regards to parking To overcome this problem appoint more

guards and implement coupon system and categorised parking like two wheelers as well

as four wheelers parking

Valet parking facility could be made available at least for first citizen card

holders

Sales personnel could be offered with some incentives from time to time on the

basis of their performance and motivation programme organised so that they do not

switch over to competitors which are found in increasing number at present as most of

them are part-timers

It is found that Shoppersrsquo Stop is not the best in terms of arrangement and moving

space Merchandise could be arranged in a way that the space is utilized more efficiently

thus creating enough moving space

Brands like Knit and Flat Knit that are not moving very well could be removed to

facilitate or increasing the offer

A separate portion in the store could be allocated for keeping old merchandise

that were not sold out and discount may be offered for the same as applicable

A snack parlour like pop corn corner chip etc a small area for Music ie World

space radio station could be added to the store The store essentially talks about shopping

as an experience Adding these would increase the time a customer spends at the store

and also add to additional revenue Most of the other Shoppersrsquo Stop outlets have these

facilities at present With competitors having these facilities and malls opening up all

around the city this becomes a necessity

Acharya Institute of Technology Page 35

Shoppers Stop Limited

Accessories like inexpensive fashion jewellery watches etc could be placed in

more attractive cases and kept in some centre point so that the customer find it easy to

check them out and this might induce a purchase

The footwear collection for the both men and women could be enhanced by

bringing in more variety like sports formal as well as causal wear There is very little

choice in this case at present

Interaction with customer could be increased by having various activities in the

store frequently and making customer part of these First citizen could be invited so that

their relationship with the store is strengthened and thus they could be retained and repeat

purchase could be induced

Shoppersrsquo Stop has been first mover in this category in many services offered

Some innovative ideas which are not similar to what is already being done by

competitors could be introduced to attract more customers and retain existing customers

Shoppersrsquo Stop can be spending a little more on promotion At present there is

virtually no advertisement of the store continuously It can go for ads in magazines and

also hoarding around the city just to serve as a reminder to customers Pantaloons and

Big Bazaar do more sale promotion activity to create a familiar position in young

generation customers mind

Cleanliness of rest area should be taken care of as frequently as required Even

these have an influence on the customer

Items like fashion accessories magazines could be kept near billing counters

These are items of impulse purchase and hence should be kept at these places

Acharya Institute of Technology Page 36

Shoppers Stop Limited

CONCLUSION

Benchmarking help to analysis the cost cycle time productivity or quality of specific

process Due to benchmarking process (best practice benchmarking) to study the

comparative study of competitive stores (lifestyle Globus Pantaloons etc) with

distinguish parameter

We found that Shoppersrsquo Stop was standing first in many parameters like Sales Personnel

Friendliness Sales Personnel Uniform Arrangement Billing Counters etc

Shoppersrsquo Stop a pioneer in the lifestyle segment of retail store has heavy competition to

put up with In this process it is getting off the top spot which is used to occupy for

years but certainly not losing way With a few innovative ideas and slight modifications

to the existing system it can surely regain the top spot It is interesting to note that

Shoppersrsquo Stop is still the first choice in the customer mind when it comes to shopping It

should leverage on its strong position and let more customers ldquoSTART SOMETHING

NEWrdquo

Acharya Institute of Technology Page 37

Shoppers Stop Limited

ANNEXURE

QUESTIONNAIRE

Personal Information

Name _______________________

Age - 16-24 25-32 33-40 4-48 Above 48

Gender - Male Female

Marital status - Single Married

1 When you think shopping for your family which store comes to your mind first

Shoppersrsquo stop Lifestyle Globus Westside

Big bazaar Pantaloons

2 How frequently do you shop

Once in month Once in 2 months Once in 6 months

3 Based on the Outside appeal ( name boards posters etchellip) and parking facilities rank these stores (note Rank from 1 to 6 1- Best to 6- Worst)

Acharya Institute of Technology Page 38

Shoppers Stop Limited

Stores Parking Facility (space)

Outside appeal (facades windows etc)

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

4 Rank the Sales Personnel of these stores based on the following Attributes

Stores Attentive Friendliness

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

5 Based on the following In-Store Attributes rank the stores

Acharya Institute of Technology Page 39

Shoppers Stop Limited

Stores Music Moving Space Arrangements

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

6 Based on the location and frequency of the following rank these stores

Stores Billing Counters Trial Rooms

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

7 Based on the restrooms and drinking facilities rank these stores

Acharya Institute of Technology Page 40

Shoppers Stop Limited

Stores Rest Room Drinking Facility

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

8 Based on the following attributes rank these stores

Stores Ease of location of desired category

Range of garment Range of acc

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

9 Based on the following factors rank these stores

Acharya Institute of Technology Page 41

Shoppers Stop Limited

Stores Membership Kids Play Area

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

10 Based on the following rank these stores

Stores Ease of Alterexchange

In store Other facilityadvertisement

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

11 Among the given stores which do you think is the best Why

Acharya Institute of Technology Page 42

Shoppers Stop Limited

BIBLIOGRAPHY

Manuals and Reports

Acharya Institute of Technology Page 43

Shoppers Stop Limited

Company manuals company brochures and publications of retail outlets

magazines

Books

Research methodologies-Naresh Malhotra

Consumer behaviour-Leon Schiffman Lesile Lazar Kaunk

Retail management-Chetan Bajaj

Business research method-TATA McGraw Hill

Software

SPSS for data analysis

Web-sites

wwwgoogle co in

wwwretailbizcom

wwwscribdcom

wwwmarketingnpvcom

wwweulevicom

wwwshoppers stopcom

Acharya Institute of Technology Page 44

Shoppers Stop Limited

Shoppers

Stop

171 321 160 303 483

Lifestyle 202 298 222 329 351

Globus 363 523 383 249 528

Westside 354 248 401 405 207

Big Bazaar 558 469 563 557 323

Pantaloons 453 241 371 257 207

Analysis and Interpretation Contdhellip

Store Membership Schemes

Acharya Institute of Technology Page 28

Shoppers Stop Limited

The above table depicts the mean ranks of the store based on their loyalty

programmedStore membership Scheme It is observed that Shoppersrsquo Stop stands first

with a mean rank of 171 followed by lifestyle 202

Kid Play Area

A pantaloon stands first with a mean rank of 241 Shoppersrsquo Stop with a mean rank of

321 stands fourth in this aspect

Ease of AlterationsExchange

The above table depicts the mean ranks of the store based on Ease of alterations and

exchanges policy Shoppersrsquo Stop stand first in terms of ease with a mean rank of 160

followed by lifestyleA very few respondents said that they have done

Alterationexchanges at all (other stores) other than Big Bazar and hence ranked sixth

In-store Advertisement

The above table depicts the mean ranks of the store based on Advertisement In store of

the various brands they carry their various offer and so on Globus ranks first with a

mean rank of 249 followed by Pantaloons Shoppersrsquo Stop stands third in this aspect

Other Facilities

The above table depicts the mean ranks of the store based on the other facilities like

snack parlors sofas for customer to relax etc Westside (206) ranks first this is attributed

to these facilities at many malls which most of the respondents took while ranking This

is closly followed by Pantaloons Shoppersrsquo Stop stands fifth with a value of 483

Chapter IVAcharya Institute of Technology Page 29

Shoppers Stop Limited

SummaryFINDING amp INFERENCES

Acharya Institute of Technology Page 30

Shoppers Stop Limited

After analyzing the data collected the following were the findings and their

corresponding inferences

Shoppersrsquo Stop stands third in term of outside appeal with a mean rank of

314 This is because all players in this industry give high importance to their stores

outside appeal and some competitors have come out innovative looks for their stores

Shoppersrsquo Stop stands fourth in terms of parking facility with a mean rank of

322 This is because some competitors have a more spacious parking lot and also none of

other competitors collect a parking fee unlike Shoppersrsquo Stop

Shoppersrsquo Stop stands first in terms of sales personnel with a mean rank of

197 This is taking into account their friendliness knowledge uniform etc this is due to

the intensive training given to the sales personnel before they actually get on the floor

Shoppersrsquo Stop stands fifth with a mean rank of 451 with regards to music

played in store This is mainly due to the fact that many of the respondents felt that

Shoppersrsquo Stop plays the same old music over and over again

In terms of moving space inside the store Shoppersrsquo Stop stands fourth with a

mean rank of 364 This is because store like Pantaloons Lifestyle etc are more spacious

compared to Shoppersrsquo Stop Also at few places in the store more items are placed in

comparatively less space thus making movement difficult for customer

When it comes to the top of the mind recall 44 of the male respondents

said Shoppersrsquo Stop was at the top of the mind when it comes to shopping Similarly 56

of the female respondents responded in favor of lifestyle for the same From this it is

evident that women prefer lifestyle rather than Shoppersrsquo Stop

With regards to Arrangement of merchandise Shoppersrsquo Stop stands second

with mean rank of 240 Also Pantaloons which was observed to be most spacious does

not rank as good in terms of Arrangement of merchandise Many respondents felt that

even though there is enough space at Big Bazaar the arrangement of merchandise is not

at all appealing and hence it stands sixth in this aspect

Shoppersrsquo Stop stands second in terms of location and frequency of billing

counters This is because sufficient number of billing counter is placed at strategic

locations in the store Even though Big Bazaar has many billing counters it stands sixth

Acharya Institute of Technology Page 31

Shoppers Stop Limited

because a number of respondents are not satisfied with the number of billing counters at

Globus They felt that the number was very low

Similarly with regards to location and frequency of trial rooms Shoppersrsquo

Stop stands second with a mean rank of 262 Trial rooms again are available in

sufficient number at strategic locations in the store The reason for Big Bazaar standing

sixth in this aspect is again the fact that a number of respondents were not satisfied with

their location at centre points in the store Here again respondents felt that the number of

trial rooms at Globus is very Low and are not satisfied with the same

With regards Restroom and Drinking Water facilities Shoppersrsquo Stop with a

value of 340 stands fourth This is because the facilities is slightly old and is not

maintained as often as those in some other stores on the list New stores are giving very

high importance to cleanliness of such facilities and adding facilities like sensors and the

like

Shoppersrsquo Stop stands second in terms of Ease of location of desired category

with a mean rank of 235 This is mainly due to the fact that danglers indicating category

of items are hung all around the store Lifestyle has edge in this aspect because they are

cleaner and attractive compared to those at Shoppersrsquo Stop

Shoppersrsquo Stop stands second in terms of range of garments the variety in

various categories with a mean rank of 224 This is due to the fact that Shoppersrsquo Stop

carries garments in various ranges and also houses some brands which competitors do

not Even though Big Bazaar carries a wide ranges of garments some respondents felt it

is not as good as that in other stores and hence it stands fifth in this aspect

With regards to range of accessories and other items like footwear sunglasses

fashion jewellery etc Shoppersrsquo Stop stands third with a mean ranks of 321 This is

because footwear for both men and women fashion jewellery collection are very limited

Even though Big Bazaar houses a wide variety of items many respondents felt that the

collection was not good

Shoppersrsquo Stop stands first in terms of Store Membership schemes with the

lowest mean rank of 171 Shoppersrsquo Stop was pioneer in such schemes Even though a

few respondents felt that the entry constraints are more relaxed at some stores as

Acharya Institute of Technology Page 32

Shoppers Stop Limited

compared to Shoppersrsquo Stop it stands first because of various other reasons Respondents

are generally not very aware of the loyalty programmes at Big Bazaar and Pantaloons

When it comes to play area for kids Shoppersrsquo Stop stands fourth with a rank

of 321 In this aspect Westside stands seconds this is attributed to the kids Play Area at

the Shipra Mall Most of the respondents have ranked that for Westside The newer stores

are focusing more on such areas for kids

Shoppersrsquo Stop ranks first in terms of Ease of Alternations Exchanges of

merchandise This is because they follow a very efficient policy for alteration focusing on

not wasting customersrsquo time They have a very good policy for exchanges of merchandise

as well A very few respondents said they have done exchanges at all other stores than

Big Bazaar and hence ranked sixth

With regards to In-store advertisements the various brands they carry and that

of their store Shoppersrsquo Stop stand third in this with a mean rank of 303 Some stores do

not give importance to these while some stores like Globus attribute high importance

Shoppersrsquo Stop stands fifth in terms of other facilities like snack parlors sofas

for customer to relax etc Westside ranks first in this aspect This is attributed to these

facilities at the malls which most of the respondents took while ranking This is closely

followed by Pantaloons

A very high 72 of the respondents in the age group (16-24) and 59 in the

age group (25-32) shop once in a month In general a high portion of respondents shop

every month ie 67 This implies that most of the shoppers are students young

professionals etc

From the study it was evident that57 of the male respondents and a high

83 of the female respondents shop once in a month A very low 7 of the female

respondents shop once in 6 months In other words women shop very often than men

It is observed that36 of the total respondents said Shoppersrsquo Stop comes to

their mind first when they think of shopping for the family and a close35 responded in

favour of lifestyle This shows the wide spread awareness of Shoppersrsquo Stop Even

though competition is hotting up Shoppersrsquo Stop holds a high position in customer mind

Acharya Institute of Technology Page 33

Shoppers Stop Limited

Similarly 83 respondents who responded in favour of Lifestyle belonged to

the age group (16-24) In case of Shoppersrsquo Stop 63 respondents were in age group (16-

24) Hence Shoppersrsquo Stop is the top of the mind store in general and lifestyle is the top

of mind store of the youth

With regards to the age group of respondents it is observed that72 of the

respondents fall in the age group of 16-24 years and 26 fall in the age group of 25-32

years So it is mostly the youth who shop quite often in these stores

Similarly with regards to the shopping frequency of the respondents it is

observed that 66 of the respondents shop once in a month 21 shop once in 2 months

and 13 once in 6 months In general the shopping frequency is quite high

343 respondents say Lifestyle is their favourite store followed by

Pantaloons with 253 respondents in favour of it Shoppersrsquo Stop stands third in the list

of favourite stores The reason for this is that all players are doing their best in business

and in the process

Acharya Institute of Technology Page 34

Shoppers Stop Limited

RECOMMENDATIONS amp SUGGESTIONS

Given below are some of the RecommendationsSuggestions to improve or modify

service Standards and increase customer delight

Outside appeal of Shoppersrsquo Stop could be improved by adding more attractive

facades and windows Also the entire store on the outside could be repainted and make

more attractive than at present because looks matter always

Parking facility could be improved by having a permanent parking lot that should

be more spacious because during weekends when it is heavily crowded customer face

lots of the problem with regards to parking To overcome this problem appoint more

guards and implement coupon system and categorised parking like two wheelers as well

as four wheelers parking

Valet parking facility could be made available at least for first citizen card

holders

Sales personnel could be offered with some incentives from time to time on the

basis of their performance and motivation programme organised so that they do not

switch over to competitors which are found in increasing number at present as most of

them are part-timers

It is found that Shoppersrsquo Stop is not the best in terms of arrangement and moving

space Merchandise could be arranged in a way that the space is utilized more efficiently

thus creating enough moving space

Brands like Knit and Flat Knit that are not moving very well could be removed to

facilitate or increasing the offer

A separate portion in the store could be allocated for keeping old merchandise

that were not sold out and discount may be offered for the same as applicable

A snack parlour like pop corn corner chip etc a small area for Music ie World

space radio station could be added to the store The store essentially talks about shopping

as an experience Adding these would increase the time a customer spends at the store

and also add to additional revenue Most of the other Shoppersrsquo Stop outlets have these

facilities at present With competitors having these facilities and malls opening up all

around the city this becomes a necessity

Acharya Institute of Technology Page 35

Shoppers Stop Limited

Accessories like inexpensive fashion jewellery watches etc could be placed in

more attractive cases and kept in some centre point so that the customer find it easy to

check them out and this might induce a purchase

The footwear collection for the both men and women could be enhanced by

bringing in more variety like sports formal as well as causal wear There is very little

choice in this case at present

Interaction with customer could be increased by having various activities in the

store frequently and making customer part of these First citizen could be invited so that

their relationship with the store is strengthened and thus they could be retained and repeat

purchase could be induced

Shoppersrsquo Stop has been first mover in this category in many services offered

Some innovative ideas which are not similar to what is already being done by

competitors could be introduced to attract more customers and retain existing customers

Shoppersrsquo Stop can be spending a little more on promotion At present there is

virtually no advertisement of the store continuously It can go for ads in magazines and

also hoarding around the city just to serve as a reminder to customers Pantaloons and

Big Bazaar do more sale promotion activity to create a familiar position in young

generation customers mind

Cleanliness of rest area should be taken care of as frequently as required Even

these have an influence on the customer

Items like fashion accessories magazines could be kept near billing counters

These are items of impulse purchase and hence should be kept at these places

Acharya Institute of Technology Page 36

Shoppers Stop Limited

CONCLUSION

Benchmarking help to analysis the cost cycle time productivity or quality of specific

process Due to benchmarking process (best practice benchmarking) to study the

comparative study of competitive stores (lifestyle Globus Pantaloons etc) with

distinguish parameter

We found that Shoppersrsquo Stop was standing first in many parameters like Sales Personnel

Friendliness Sales Personnel Uniform Arrangement Billing Counters etc

Shoppersrsquo Stop a pioneer in the lifestyle segment of retail store has heavy competition to

put up with In this process it is getting off the top spot which is used to occupy for

years but certainly not losing way With a few innovative ideas and slight modifications

to the existing system it can surely regain the top spot It is interesting to note that

Shoppersrsquo Stop is still the first choice in the customer mind when it comes to shopping It

should leverage on its strong position and let more customers ldquoSTART SOMETHING

NEWrdquo

Acharya Institute of Technology Page 37

Shoppers Stop Limited

ANNEXURE

QUESTIONNAIRE

Personal Information

Name _______________________

Age - 16-24 25-32 33-40 4-48 Above 48

Gender - Male Female

Marital status - Single Married

1 When you think shopping for your family which store comes to your mind first

Shoppersrsquo stop Lifestyle Globus Westside

Big bazaar Pantaloons

2 How frequently do you shop

Once in month Once in 2 months Once in 6 months

3 Based on the Outside appeal ( name boards posters etchellip) and parking facilities rank these stores (note Rank from 1 to 6 1- Best to 6- Worst)

Acharya Institute of Technology Page 38

Shoppers Stop Limited

Stores Parking Facility (space)

Outside appeal (facades windows etc)

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

4 Rank the Sales Personnel of these stores based on the following Attributes

Stores Attentive Friendliness

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

5 Based on the following In-Store Attributes rank the stores

Acharya Institute of Technology Page 39

Shoppers Stop Limited

Stores Music Moving Space Arrangements

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

6 Based on the location and frequency of the following rank these stores

Stores Billing Counters Trial Rooms

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

7 Based on the restrooms and drinking facilities rank these stores

Acharya Institute of Technology Page 40

Shoppers Stop Limited

Stores Rest Room Drinking Facility

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

8 Based on the following attributes rank these stores

Stores Ease of location of desired category

Range of garment Range of acc

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

9 Based on the following factors rank these stores

Acharya Institute of Technology Page 41

Shoppers Stop Limited

Stores Membership Kids Play Area

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

10 Based on the following rank these stores

Stores Ease of Alterexchange

In store Other facilityadvertisement

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

11 Among the given stores which do you think is the best Why

Acharya Institute of Technology Page 42

Shoppers Stop Limited

BIBLIOGRAPHY

Manuals and Reports

Acharya Institute of Technology Page 43

Shoppers Stop Limited

Company manuals company brochures and publications of retail outlets

magazines

Books

Research methodologies-Naresh Malhotra

Consumer behaviour-Leon Schiffman Lesile Lazar Kaunk

Retail management-Chetan Bajaj

Business research method-TATA McGraw Hill

Software

SPSS for data analysis

Web-sites

wwwgoogle co in

wwwretailbizcom

wwwscribdcom

wwwmarketingnpvcom

wwweulevicom

wwwshoppers stopcom

Acharya Institute of Technology Page 44

Shoppers Stop Limited

The above table depicts the mean ranks of the store based on their loyalty

programmedStore membership Scheme It is observed that Shoppersrsquo Stop stands first

with a mean rank of 171 followed by lifestyle 202

Kid Play Area

A pantaloon stands first with a mean rank of 241 Shoppersrsquo Stop with a mean rank of

321 stands fourth in this aspect

Ease of AlterationsExchange

The above table depicts the mean ranks of the store based on Ease of alterations and

exchanges policy Shoppersrsquo Stop stand first in terms of ease with a mean rank of 160

followed by lifestyleA very few respondents said that they have done

Alterationexchanges at all (other stores) other than Big Bazar and hence ranked sixth

In-store Advertisement

The above table depicts the mean ranks of the store based on Advertisement In store of

the various brands they carry their various offer and so on Globus ranks first with a

mean rank of 249 followed by Pantaloons Shoppersrsquo Stop stands third in this aspect

Other Facilities

The above table depicts the mean ranks of the store based on the other facilities like

snack parlors sofas for customer to relax etc Westside (206) ranks first this is attributed

to these facilities at many malls which most of the respondents took while ranking This

is closly followed by Pantaloons Shoppersrsquo Stop stands fifth with a value of 483

Chapter IVAcharya Institute of Technology Page 29

Shoppers Stop Limited

SummaryFINDING amp INFERENCES

Acharya Institute of Technology Page 30

Shoppers Stop Limited

After analyzing the data collected the following were the findings and their

corresponding inferences

Shoppersrsquo Stop stands third in term of outside appeal with a mean rank of

314 This is because all players in this industry give high importance to their stores

outside appeal and some competitors have come out innovative looks for their stores

Shoppersrsquo Stop stands fourth in terms of parking facility with a mean rank of

322 This is because some competitors have a more spacious parking lot and also none of

other competitors collect a parking fee unlike Shoppersrsquo Stop

Shoppersrsquo Stop stands first in terms of sales personnel with a mean rank of

197 This is taking into account their friendliness knowledge uniform etc this is due to

the intensive training given to the sales personnel before they actually get on the floor

Shoppersrsquo Stop stands fifth with a mean rank of 451 with regards to music

played in store This is mainly due to the fact that many of the respondents felt that

Shoppersrsquo Stop plays the same old music over and over again

In terms of moving space inside the store Shoppersrsquo Stop stands fourth with a

mean rank of 364 This is because store like Pantaloons Lifestyle etc are more spacious

compared to Shoppersrsquo Stop Also at few places in the store more items are placed in

comparatively less space thus making movement difficult for customer

When it comes to the top of the mind recall 44 of the male respondents

said Shoppersrsquo Stop was at the top of the mind when it comes to shopping Similarly 56

of the female respondents responded in favor of lifestyle for the same From this it is

evident that women prefer lifestyle rather than Shoppersrsquo Stop

With regards to Arrangement of merchandise Shoppersrsquo Stop stands second

with mean rank of 240 Also Pantaloons which was observed to be most spacious does

not rank as good in terms of Arrangement of merchandise Many respondents felt that

even though there is enough space at Big Bazaar the arrangement of merchandise is not

at all appealing and hence it stands sixth in this aspect

Shoppersrsquo Stop stands second in terms of location and frequency of billing

counters This is because sufficient number of billing counter is placed at strategic

locations in the store Even though Big Bazaar has many billing counters it stands sixth

Acharya Institute of Technology Page 31

Shoppers Stop Limited

because a number of respondents are not satisfied with the number of billing counters at

Globus They felt that the number was very low

Similarly with regards to location and frequency of trial rooms Shoppersrsquo

Stop stands second with a mean rank of 262 Trial rooms again are available in

sufficient number at strategic locations in the store The reason for Big Bazaar standing

sixth in this aspect is again the fact that a number of respondents were not satisfied with

their location at centre points in the store Here again respondents felt that the number of

trial rooms at Globus is very Low and are not satisfied with the same

With regards Restroom and Drinking Water facilities Shoppersrsquo Stop with a

value of 340 stands fourth This is because the facilities is slightly old and is not

maintained as often as those in some other stores on the list New stores are giving very

high importance to cleanliness of such facilities and adding facilities like sensors and the

like

Shoppersrsquo Stop stands second in terms of Ease of location of desired category

with a mean rank of 235 This is mainly due to the fact that danglers indicating category

of items are hung all around the store Lifestyle has edge in this aspect because they are

cleaner and attractive compared to those at Shoppersrsquo Stop

Shoppersrsquo Stop stands second in terms of range of garments the variety in

various categories with a mean rank of 224 This is due to the fact that Shoppersrsquo Stop

carries garments in various ranges and also houses some brands which competitors do

not Even though Big Bazaar carries a wide ranges of garments some respondents felt it

is not as good as that in other stores and hence it stands fifth in this aspect

With regards to range of accessories and other items like footwear sunglasses

fashion jewellery etc Shoppersrsquo Stop stands third with a mean ranks of 321 This is

because footwear for both men and women fashion jewellery collection are very limited

Even though Big Bazaar houses a wide variety of items many respondents felt that the

collection was not good

Shoppersrsquo Stop stands first in terms of Store Membership schemes with the

lowest mean rank of 171 Shoppersrsquo Stop was pioneer in such schemes Even though a

few respondents felt that the entry constraints are more relaxed at some stores as

Acharya Institute of Technology Page 32

Shoppers Stop Limited

compared to Shoppersrsquo Stop it stands first because of various other reasons Respondents

are generally not very aware of the loyalty programmes at Big Bazaar and Pantaloons

When it comes to play area for kids Shoppersrsquo Stop stands fourth with a rank

of 321 In this aspect Westside stands seconds this is attributed to the kids Play Area at

the Shipra Mall Most of the respondents have ranked that for Westside The newer stores

are focusing more on such areas for kids

Shoppersrsquo Stop ranks first in terms of Ease of Alternations Exchanges of

merchandise This is because they follow a very efficient policy for alteration focusing on

not wasting customersrsquo time They have a very good policy for exchanges of merchandise

as well A very few respondents said they have done exchanges at all other stores than

Big Bazaar and hence ranked sixth

With regards to In-store advertisements the various brands they carry and that

of their store Shoppersrsquo Stop stand third in this with a mean rank of 303 Some stores do

not give importance to these while some stores like Globus attribute high importance

Shoppersrsquo Stop stands fifth in terms of other facilities like snack parlors sofas

for customer to relax etc Westside ranks first in this aspect This is attributed to these

facilities at the malls which most of the respondents took while ranking This is closely

followed by Pantaloons

A very high 72 of the respondents in the age group (16-24) and 59 in the

age group (25-32) shop once in a month In general a high portion of respondents shop

every month ie 67 This implies that most of the shoppers are students young

professionals etc

From the study it was evident that57 of the male respondents and a high

83 of the female respondents shop once in a month A very low 7 of the female

respondents shop once in 6 months In other words women shop very often than men

It is observed that36 of the total respondents said Shoppersrsquo Stop comes to

their mind first when they think of shopping for the family and a close35 responded in

favour of lifestyle This shows the wide spread awareness of Shoppersrsquo Stop Even

though competition is hotting up Shoppersrsquo Stop holds a high position in customer mind

Acharya Institute of Technology Page 33

Shoppers Stop Limited

Similarly 83 respondents who responded in favour of Lifestyle belonged to

the age group (16-24) In case of Shoppersrsquo Stop 63 respondents were in age group (16-

24) Hence Shoppersrsquo Stop is the top of the mind store in general and lifestyle is the top

of mind store of the youth

With regards to the age group of respondents it is observed that72 of the

respondents fall in the age group of 16-24 years and 26 fall in the age group of 25-32

years So it is mostly the youth who shop quite often in these stores

Similarly with regards to the shopping frequency of the respondents it is

observed that 66 of the respondents shop once in a month 21 shop once in 2 months

and 13 once in 6 months In general the shopping frequency is quite high

343 respondents say Lifestyle is their favourite store followed by

Pantaloons with 253 respondents in favour of it Shoppersrsquo Stop stands third in the list

of favourite stores The reason for this is that all players are doing their best in business

and in the process

Acharya Institute of Technology Page 34

Shoppers Stop Limited

RECOMMENDATIONS amp SUGGESTIONS

Given below are some of the RecommendationsSuggestions to improve or modify

service Standards and increase customer delight

Outside appeal of Shoppersrsquo Stop could be improved by adding more attractive

facades and windows Also the entire store on the outside could be repainted and make

more attractive than at present because looks matter always

Parking facility could be improved by having a permanent parking lot that should

be more spacious because during weekends when it is heavily crowded customer face

lots of the problem with regards to parking To overcome this problem appoint more

guards and implement coupon system and categorised parking like two wheelers as well

as four wheelers parking

Valet parking facility could be made available at least for first citizen card

holders

Sales personnel could be offered with some incentives from time to time on the

basis of their performance and motivation programme organised so that they do not

switch over to competitors which are found in increasing number at present as most of

them are part-timers

It is found that Shoppersrsquo Stop is not the best in terms of arrangement and moving

space Merchandise could be arranged in a way that the space is utilized more efficiently

thus creating enough moving space

Brands like Knit and Flat Knit that are not moving very well could be removed to

facilitate or increasing the offer

A separate portion in the store could be allocated for keeping old merchandise

that were not sold out and discount may be offered for the same as applicable

A snack parlour like pop corn corner chip etc a small area for Music ie World

space radio station could be added to the store The store essentially talks about shopping

as an experience Adding these would increase the time a customer spends at the store

and also add to additional revenue Most of the other Shoppersrsquo Stop outlets have these

facilities at present With competitors having these facilities and malls opening up all

around the city this becomes a necessity

Acharya Institute of Technology Page 35

Shoppers Stop Limited

Accessories like inexpensive fashion jewellery watches etc could be placed in

more attractive cases and kept in some centre point so that the customer find it easy to

check them out and this might induce a purchase

The footwear collection for the both men and women could be enhanced by

bringing in more variety like sports formal as well as causal wear There is very little

choice in this case at present

Interaction with customer could be increased by having various activities in the

store frequently and making customer part of these First citizen could be invited so that

their relationship with the store is strengthened and thus they could be retained and repeat

purchase could be induced

Shoppersrsquo Stop has been first mover in this category in many services offered

Some innovative ideas which are not similar to what is already being done by

competitors could be introduced to attract more customers and retain existing customers

Shoppersrsquo Stop can be spending a little more on promotion At present there is

virtually no advertisement of the store continuously It can go for ads in magazines and

also hoarding around the city just to serve as a reminder to customers Pantaloons and

Big Bazaar do more sale promotion activity to create a familiar position in young

generation customers mind

Cleanliness of rest area should be taken care of as frequently as required Even

these have an influence on the customer

Items like fashion accessories magazines could be kept near billing counters

These are items of impulse purchase and hence should be kept at these places

Acharya Institute of Technology Page 36

Shoppers Stop Limited

CONCLUSION

Benchmarking help to analysis the cost cycle time productivity or quality of specific

process Due to benchmarking process (best practice benchmarking) to study the

comparative study of competitive stores (lifestyle Globus Pantaloons etc) with

distinguish parameter

We found that Shoppersrsquo Stop was standing first in many parameters like Sales Personnel

Friendliness Sales Personnel Uniform Arrangement Billing Counters etc

Shoppersrsquo Stop a pioneer in the lifestyle segment of retail store has heavy competition to

put up with In this process it is getting off the top spot which is used to occupy for

years but certainly not losing way With a few innovative ideas and slight modifications

to the existing system it can surely regain the top spot It is interesting to note that

Shoppersrsquo Stop is still the first choice in the customer mind when it comes to shopping It

should leverage on its strong position and let more customers ldquoSTART SOMETHING

NEWrdquo

Acharya Institute of Technology Page 37

Shoppers Stop Limited

ANNEXURE

QUESTIONNAIRE

Personal Information

Name _______________________

Age - 16-24 25-32 33-40 4-48 Above 48

Gender - Male Female

Marital status - Single Married

1 When you think shopping for your family which store comes to your mind first

Shoppersrsquo stop Lifestyle Globus Westside

Big bazaar Pantaloons

2 How frequently do you shop

Once in month Once in 2 months Once in 6 months

3 Based on the Outside appeal ( name boards posters etchellip) and parking facilities rank these stores (note Rank from 1 to 6 1- Best to 6- Worst)

Acharya Institute of Technology Page 38

Shoppers Stop Limited

Stores Parking Facility (space)

Outside appeal (facades windows etc)

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

4 Rank the Sales Personnel of these stores based on the following Attributes

Stores Attentive Friendliness

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

5 Based on the following In-Store Attributes rank the stores

Acharya Institute of Technology Page 39

Shoppers Stop Limited

Stores Music Moving Space Arrangements

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

6 Based on the location and frequency of the following rank these stores

Stores Billing Counters Trial Rooms

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

7 Based on the restrooms and drinking facilities rank these stores

Acharya Institute of Technology Page 40

Shoppers Stop Limited

Stores Rest Room Drinking Facility

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

8 Based on the following attributes rank these stores

Stores Ease of location of desired category

Range of garment Range of acc

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

9 Based on the following factors rank these stores

Acharya Institute of Technology Page 41

Shoppers Stop Limited

Stores Membership Kids Play Area

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

10 Based on the following rank these stores

Stores Ease of Alterexchange

In store Other facilityadvertisement

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

11 Among the given stores which do you think is the best Why

Acharya Institute of Technology Page 42

Shoppers Stop Limited

BIBLIOGRAPHY

Manuals and Reports

Acharya Institute of Technology Page 43

Shoppers Stop Limited

Company manuals company brochures and publications of retail outlets

magazines

Books

Research methodologies-Naresh Malhotra

Consumer behaviour-Leon Schiffman Lesile Lazar Kaunk

Retail management-Chetan Bajaj

Business research method-TATA McGraw Hill

Software

SPSS for data analysis

Web-sites

wwwgoogle co in

wwwretailbizcom

wwwscribdcom

wwwmarketingnpvcom

wwweulevicom

wwwshoppers stopcom

Acharya Institute of Technology Page 44

Shoppers Stop Limited

SummaryFINDING amp INFERENCES

Acharya Institute of Technology Page 30

Shoppers Stop Limited

After analyzing the data collected the following were the findings and their

corresponding inferences

Shoppersrsquo Stop stands third in term of outside appeal with a mean rank of

314 This is because all players in this industry give high importance to their stores

outside appeal and some competitors have come out innovative looks for their stores

Shoppersrsquo Stop stands fourth in terms of parking facility with a mean rank of

322 This is because some competitors have a more spacious parking lot and also none of

other competitors collect a parking fee unlike Shoppersrsquo Stop

Shoppersrsquo Stop stands first in terms of sales personnel with a mean rank of

197 This is taking into account their friendliness knowledge uniform etc this is due to

the intensive training given to the sales personnel before they actually get on the floor

Shoppersrsquo Stop stands fifth with a mean rank of 451 with regards to music

played in store This is mainly due to the fact that many of the respondents felt that

Shoppersrsquo Stop plays the same old music over and over again

In terms of moving space inside the store Shoppersrsquo Stop stands fourth with a

mean rank of 364 This is because store like Pantaloons Lifestyle etc are more spacious

compared to Shoppersrsquo Stop Also at few places in the store more items are placed in

comparatively less space thus making movement difficult for customer

When it comes to the top of the mind recall 44 of the male respondents

said Shoppersrsquo Stop was at the top of the mind when it comes to shopping Similarly 56

of the female respondents responded in favor of lifestyle for the same From this it is

evident that women prefer lifestyle rather than Shoppersrsquo Stop

With regards to Arrangement of merchandise Shoppersrsquo Stop stands second

with mean rank of 240 Also Pantaloons which was observed to be most spacious does

not rank as good in terms of Arrangement of merchandise Many respondents felt that

even though there is enough space at Big Bazaar the arrangement of merchandise is not

at all appealing and hence it stands sixth in this aspect

Shoppersrsquo Stop stands second in terms of location and frequency of billing

counters This is because sufficient number of billing counter is placed at strategic

locations in the store Even though Big Bazaar has many billing counters it stands sixth

Acharya Institute of Technology Page 31

Shoppers Stop Limited

because a number of respondents are not satisfied with the number of billing counters at

Globus They felt that the number was very low

Similarly with regards to location and frequency of trial rooms Shoppersrsquo

Stop stands second with a mean rank of 262 Trial rooms again are available in

sufficient number at strategic locations in the store The reason for Big Bazaar standing

sixth in this aspect is again the fact that a number of respondents were not satisfied with

their location at centre points in the store Here again respondents felt that the number of

trial rooms at Globus is very Low and are not satisfied with the same

With regards Restroom and Drinking Water facilities Shoppersrsquo Stop with a

value of 340 stands fourth This is because the facilities is slightly old and is not

maintained as often as those in some other stores on the list New stores are giving very

high importance to cleanliness of such facilities and adding facilities like sensors and the

like

Shoppersrsquo Stop stands second in terms of Ease of location of desired category

with a mean rank of 235 This is mainly due to the fact that danglers indicating category

of items are hung all around the store Lifestyle has edge in this aspect because they are

cleaner and attractive compared to those at Shoppersrsquo Stop

Shoppersrsquo Stop stands second in terms of range of garments the variety in

various categories with a mean rank of 224 This is due to the fact that Shoppersrsquo Stop

carries garments in various ranges and also houses some brands which competitors do

not Even though Big Bazaar carries a wide ranges of garments some respondents felt it

is not as good as that in other stores and hence it stands fifth in this aspect

With regards to range of accessories and other items like footwear sunglasses

fashion jewellery etc Shoppersrsquo Stop stands third with a mean ranks of 321 This is

because footwear for both men and women fashion jewellery collection are very limited

Even though Big Bazaar houses a wide variety of items many respondents felt that the

collection was not good

Shoppersrsquo Stop stands first in terms of Store Membership schemes with the

lowest mean rank of 171 Shoppersrsquo Stop was pioneer in such schemes Even though a

few respondents felt that the entry constraints are more relaxed at some stores as

Acharya Institute of Technology Page 32

Shoppers Stop Limited

compared to Shoppersrsquo Stop it stands first because of various other reasons Respondents

are generally not very aware of the loyalty programmes at Big Bazaar and Pantaloons

When it comes to play area for kids Shoppersrsquo Stop stands fourth with a rank

of 321 In this aspect Westside stands seconds this is attributed to the kids Play Area at

the Shipra Mall Most of the respondents have ranked that for Westside The newer stores

are focusing more on such areas for kids

Shoppersrsquo Stop ranks first in terms of Ease of Alternations Exchanges of

merchandise This is because they follow a very efficient policy for alteration focusing on

not wasting customersrsquo time They have a very good policy for exchanges of merchandise

as well A very few respondents said they have done exchanges at all other stores than

Big Bazaar and hence ranked sixth

With regards to In-store advertisements the various brands they carry and that

of their store Shoppersrsquo Stop stand third in this with a mean rank of 303 Some stores do

not give importance to these while some stores like Globus attribute high importance

Shoppersrsquo Stop stands fifth in terms of other facilities like snack parlors sofas

for customer to relax etc Westside ranks first in this aspect This is attributed to these

facilities at the malls which most of the respondents took while ranking This is closely

followed by Pantaloons

A very high 72 of the respondents in the age group (16-24) and 59 in the

age group (25-32) shop once in a month In general a high portion of respondents shop

every month ie 67 This implies that most of the shoppers are students young

professionals etc

From the study it was evident that57 of the male respondents and a high

83 of the female respondents shop once in a month A very low 7 of the female

respondents shop once in 6 months In other words women shop very often than men

It is observed that36 of the total respondents said Shoppersrsquo Stop comes to

their mind first when they think of shopping for the family and a close35 responded in

favour of lifestyle This shows the wide spread awareness of Shoppersrsquo Stop Even

though competition is hotting up Shoppersrsquo Stop holds a high position in customer mind

Acharya Institute of Technology Page 33

Shoppers Stop Limited

Similarly 83 respondents who responded in favour of Lifestyle belonged to

the age group (16-24) In case of Shoppersrsquo Stop 63 respondents were in age group (16-

24) Hence Shoppersrsquo Stop is the top of the mind store in general and lifestyle is the top

of mind store of the youth

With regards to the age group of respondents it is observed that72 of the

respondents fall in the age group of 16-24 years and 26 fall in the age group of 25-32

years So it is mostly the youth who shop quite often in these stores

Similarly with regards to the shopping frequency of the respondents it is

observed that 66 of the respondents shop once in a month 21 shop once in 2 months

and 13 once in 6 months In general the shopping frequency is quite high

343 respondents say Lifestyle is their favourite store followed by

Pantaloons with 253 respondents in favour of it Shoppersrsquo Stop stands third in the list

of favourite stores The reason for this is that all players are doing their best in business

and in the process

Acharya Institute of Technology Page 34

Shoppers Stop Limited

RECOMMENDATIONS amp SUGGESTIONS

Given below are some of the RecommendationsSuggestions to improve or modify

service Standards and increase customer delight

Outside appeal of Shoppersrsquo Stop could be improved by adding more attractive

facades and windows Also the entire store on the outside could be repainted and make

more attractive than at present because looks matter always

Parking facility could be improved by having a permanent parking lot that should

be more spacious because during weekends when it is heavily crowded customer face

lots of the problem with regards to parking To overcome this problem appoint more

guards and implement coupon system and categorised parking like two wheelers as well

as four wheelers parking

Valet parking facility could be made available at least for first citizen card

holders

Sales personnel could be offered with some incentives from time to time on the

basis of their performance and motivation programme organised so that they do not

switch over to competitors which are found in increasing number at present as most of

them are part-timers

It is found that Shoppersrsquo Stop is not the best in terms of arrangement and moving

space Merchandise could be arranged in a way that the space is utilized more efficiently

thus creating enough moving space

Brands like Knit and Flat Knit that are not moving very well could be removed to

facilitate or increasing the offer

A separate portion in the store could be allocated for keeping old merchandise

that were not sold out and discount may be offered for the same as applicable

A snack parlour like pop corn corner chip etc a small area for Music ie World

space radio station could be added to the store The store essentially talks about shopping

as an experience Adding these would increase the time a customer spends at the store

and also add to additional revenue Most of the other Shoppersrsquo Stop outlets have these

facilities at present With competitors having these facilities and malls opening up all

around the city this becomes a necessity

Acharya Institute of Technology Page 35

Shoppers Stop Limited

Accessories like inexpensive fashion jewellery watches etc could be placed in

more attractive cases and kept in some centre point so that the customer find it easy to

check them out and this might induce a purchase

The footwear collection for the both men and women could be enhanced by

bringing in more variety like sports formal as well as causal wear There is very little

choice in this case at present

Interaction with customer could be increased by having various activities in the

store frequently and making customer part of these First citizen could be invited so that

their relationship with the store is strengthened and thus they could be retained and repeat

purchase could be induced

Shoppersrsquo Stop has been first mover in this category in many services offered

Some innovative ideas which are not similar to what is already being done by

competitors could be introduced to attract more customers and retain existing customers

Shoppersrsquo Stop can be spending a little more on promotion At present there is

virtually no advertisement of the store continuously It can go for ads in magazines and

also hoarding around the city just to serve as a reminder to customers Pantaloons and

Big Bazaar do more sale promotion activity to create a familiar position in young

generation customers mind

Cleanliness of rest area should be taken care of as frequently as required Even

these have an influence on the customer

Items like fashion accessories magazines could be kept near billing counters

These are items of impulse purchase and hence should be kept at these places

Acharya Institute of Technology Page 36

Shoppers Stop Limited

CONCLUSION

Benchmarking help to analysis the cost cycle time productivity or quality of specific

process Due to benchmarking process (best practice benchmarking) to study the

comparative study of competitive stores (lifestyle Globus Pantaloons etc) with

distinguish parameter

We found that Shoppersrsquo Stop was standing first in many parameters like Sales Personnel

Friendliness Sales Personnel Uniform Arrangement Billing Counters etc

Shoppersrsquo Stop a pioneer in the lifestyle segment of retail store has heavy competition to

put up with In this process it is getting off the top spot which is used to occupy for

years but certainly not losing way With a few innovative ideas and slight modifications

to the existing system it can surely regain the top spot It is interesting to note that

Shoppersrsquo Stop is still the first choice in the customer mind when it comes to shopping It

should leverage on its strong position and let more customers ldquoSTART SOMETHING

NEWrdquo

Acharya Institute of Technology Page 37

Shoppers Stop Limited

ANNEXURE

QUESTIONNAIRE

Personal Information

Name _______________________

Age - 16-24 25-32 33-40 4-48 Above 48

Gender - Male Female

Marital status - Single Married

1 When you think shopping for your family which store comes to your mind first

Shoppersrsquo stop Lifestyle Globus Westside

Big bazaar Pantaloons

2 How frequently do you shop

Once in month Once in 2 months Once in 6 months

3 Based on the Outside appeal ( name boards posters etchellip) and parking facilities rank these stores (note Rank from 1 to 6 1- Best to 6- Worst)

Acharya Institute of Technology Page 38

Shoppers Stop Limited

Stores Parking Facility (space)

Outside appeal (facades windows etc)

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

4 Rank the Sales Personnel of these stores based on the following Attributes

Stores Attentive Friendliness

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

5 Based on the following In-Store Attributes rank the stores

Acharya Institute of Technology Page 39

Shoppers Stop Limited

Stores Music Moving Space Arrangements

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

6 Based on the location and frequency of the following rank these stores

Stores Billing Counters Trial Rooms

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

7 Based on the restrooms and drinking facilities rank these stores

Acharya Institute of Technology Page 40

Shoppers Stop Limited

Stores Rest Room Drinking Facility

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

8 Based on the following attributes rank these stores

Stores Ease of location of desired category

Range of garment Range of acc

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

9 Based on the following factors rank these stores

Acharya Institute of Technology Page 41

Shoppers Stop Limited

Stores Membership Kids Play Area

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

10 Based on the following rank these stores

Stores Ease of Alterexchange

In store Other facilityadvertisement

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

11 Among the given stores which do you think is the best Why

Acharya Institute of Technology Page 42

Shoppers Stop Limited

BIBLIOGRAPHY

Manuals and Reports

Acharya Institute of Technology Page 43

Shoppers Stop Limited

Company manuals company brochures and publications of retail outlets

magazines

Books

Research methodologies-Naresh Malhotra

Consumer behaviour-Leon Schiffman Lesile Lazar Kaunk

Retail management-Chetan Bajaj

Business research method-TATA McGraw Hill

Software

SPSS for data analysis

Web-sites

wwwgoogle co in

wwwretailbizcom

wwwscribdcom

wwwmarketingnpvcom

wwweulevicom

wwwshoppers stopcom

Acharya Institute of Technology Page 44

Shoppers Stop Limited

After analyzing the data collected the following were the findings and their

corresponding inferences

Shoppersrsquo Stop stands third in term of outside appeal with a mean rank of

314 This is because all players in this industry give high importance to their stores

outside appeal and some competitors have come out innovative looks for their stores

Shoppersrsquo Stop stands fourth in terms of parking facility with a mean rank of

322 This is because some competitors have a more spacious parking lot and also none of

other competitors collect a parking fee unlike Shoppersrsquo Stop

Shoppersrsquo Stop stands first in terms of sales personnel with a mean rank of

197 This is taking into account their friendliness knowledge uniform etc this is due to

the intensive training given to the sales personnel before they actually get on the floor

Shoppersrsquo Stop stands fifth with a mean rank of 451 with regards to music

played in store This is mainly due to the fact that many of the respondents felt that

Shoppersrsquo Stop plays the same old music over and over again

In terms of moving space inside the store Shoppersrsquo Stop stands fourth with a

mean rank of 364 This is because store like Pantaloons Lifestyle etc are more spacious

compared to Shoppersrsquo Stop Also at few places in the store more items are placed in

comparatively less space thus making movement difficult for customer

When it comes to the top of the mind recall 44 of the male respondents

said Shoppersrsquo Stop was at the top of the mind when it comes to shopping Similarly 56

of the female respondents responded in favor of lifestyle for the same From this it is

evident that women prefer lifestyle rather than Shoppersrsquo Stop

With regards to Arrangement of merchandise Shoppersrsquo Stop stands second

with mean rank of 240 Also Pantaloons which was observed to be most spacious does

not rank as good in terms of Arrangement of merchandise Many respondents felt that

even though there is enough space at Big Bazaar the arrangement of merchandise is not

at all appealing and hence it stands sixth in this aspect

Shoppersrsquo Stop stands second in terms of location and frequency of billing

counters This is because sufficient number of billing counter is placed at strategic

locations in the store Even though Big Bazaar has many billing counters it stands sixth

Acharya Institute of Technology Page 31

Shoppers Stop Limited

because a number of respondents are not satisfied with the number of billing counters at

Globus They felt that the number was very low

Similarly with regards to location and frequency of trial rooms Shoppersrsquo

Stop stands second with a mean rank of 262 Trial rooms again are available in

sufficient number at strategic locations in the store The reason for Big Bazaar standing

sixth in this aspect is again the fact that a number of respondents were not satisfied with

their location at centre points in the store Here again respondents felt that the number of

trial rooms at Globus is very Low and are not satisfied with the same

With regards Restroom and Drinking Water facilities Shoppersrsquo Stop with a

value of 340 stands fourth This is because the facilities is slightly old and is not

maintained as often as those in some other stores on the list New stores are giving very

high importance to cleanliness of such facilities and adding facilities like sensors and the

like

Shoppersrsquo Stop stands second in terms of Ease of location of desired category

with a mean rank of 235 This is mainly due to the fact that danglers indicating category

of items are hung all around the store Lifestyle has edge in this aspect because they are

cleaner and attractive compared to those at Shoppersrsquo Stop

Shoppersrsquo Stop stands second in terms of range of garments the variety in

various categories with a mean rank of 224 This is due to the fact that Shoppersrsquo Stop

carries garments in various ranges and also houses some brands which competitors do

not Even though Big Bazaar carries a wide ranges of garments some respondents felt it

is not as good as that in other stores and hence it stands fifth in this aspect

With regards to range of accessories and other items like footwear sunglasses

fashion jewellery etc Shoppersrsquo Stop stands third with a mean ranks of 321 This is

because footwear for both men and women fashion jewellery collection are very limited

Even though Big Bazaar houses a wide variety of items many respondents felt that the

collection was not good

Shoppersrsquo Stop stands first in terms of Store Membership schemes with the

lowest mean rank of 171 Shoppersrsquo Stop was pioneer in such schemes Even though a

few respondents felt that the entry constraints are more relaxed at some stores as

Acharya Institute of Technology Page 32

Shoppers Stop Limited

compared to Shoppersrsquo Stop it stands first because of various other reasons Respondents

are generally not very aware of the loyalty programmes at Big Bazaar and Pantaloons

When it comes to play area for kids Shoppersrsquo Stop stands fourth with a rank

of 321 In this aspect Westside stands seconds this is attributed to the kids Play Area at

the Shipra Mall Most of the respondents have ranked that for Westside The newer stores

are focusing more on such areas for kids

Shoppersrsquo Stop ranks first in terms of Ease of Alternations Exchanges of

merchandise This is because they follow a very efficient policy for alteration focusing on

not wasting customersrsquo time They have a very good policy for exchanges of merchandise

as well A very few respondents said they have done exchanges at all other stores than

Big Bazaar and hence ranked sixth

With regards to In-store advertisements the various brands they carry and that

of their store Shoppersrsquo Stop stand third in this with a mean rank of 303 Some stores do

not give importance to these while some stores like Globus attribute high importance

Shoppersrsquo Stop stands fifth in terms of other facilities like snack parlors sofas

for customer to relax etc Westside ranks first in this aspect This is attributed to these

facilities at the malls which most of the respondents took while ranking This is closely

followed by Pantaloons

A very high 72 of the respondents in the age group (16-24) and 59 in the

age group (25-32) shop once in a month In general a high portion of respondents shop

every month ie 67 This implies that most of the shoppers are students young

professionals etc

From the study it was evident that57 of the male respondents and a high

83 of the female respondents shop once in a month A very low 7 of the female

respondents shop once in 6 months In other words women shop very often than men

It is observed that36 of the total respondents said Shoppersrsquo Stop comes to

their mind first when they think of shopping for the family and a close35 responded in

favour of lifestyle This shows the wide spread awareness of Shoppersrsquo Stop Even

though competition is hotting up Shoppersrsquo Stop holds a high position in customer mind

Acharya Institute of Technology Page 33

Shoppers Stop Limited

Similarly 83 respondents who responded in favour of Lifestyle belonged to

the age group (16-24) In case of Shoppersrsquo Stop 63 respondents were in age group (16-

24) Hence Shoppersrsquo Stop is the top of the mind store in general and lifestyle is the top

of mind store of the youth

With regards to the age group of respondents it is observed that72 of the

respondents fall in the age group of 16-24 years and 26 fall in the age group of 25-32

years So it is mostly the youth who shop quite often in these stores

Similarly with regards to the shopping frequency of the respondents it is

observed that 66 of the respondents shop once in a month 21 shop once in 2 months

and 13 once in 6 months In general the shopping frequency is quite high

343 respondents say Lifestyle is their favourite store followed by

Pantaloons with 253 respondents in favour of it Shoppersrsquo Stop stands third in the list

of favourite stores The reason for this is that all players are doing their best in business

and in the process

Acharya Institute of Technology Page 34

Shoppers Stop Limited

RECOMMENDATIONS amp SUGGESTIONS

Given below are some of the RecommendationsSuggestions to improve or modify

service Standards and increase customer delight

Outside appeal of Shoppersrsquo Stop could be improved by adding more attractive

facades and windows Also the entire store on the outside could be repainted and make

more attractive than at present because looks matter always

Parking facility could be improved by having a permanent parking lot that should

be more spacious because during weekends when it is heavily crowded customer face

lots of the problem with regards to parking To overcome this problem appoint more

guards and implement coupon system and categorised parking like two wheelers as well

as four wheelers parking

Valet parking facility could be made available at least for first citizen card

holders

Sales personnel could be offered with some incentives from time to time on the

basis of their performance and motivation programme organised so that they do not

switch over to competitors which are found in increasing number at present as most of

them are part-timers

It is found that Shoppersrsquo Stop is not the best in terms of arrangement and moving

space Merchandise could be arranged in a way that the space is utilized more efficiently

thus creating enough moving space

Brands like Knit and Flat Knit that are not moving very well could be removed to

facilitate or increasing the offer

A separate portion in the store could be allocated for keeping old merchandise

that were not sold out and discount may be offered for the same as applicable

A snack parlour like pop corn corner chip etc a small area for Music ie World

space radio station could be added to the store The store essentially talks about shopping

as an experience Adding these would increase the time a customer spends at the store

and also add to additional revenue Most of the other Shoppersrsquo Stop outlets have these

facilities at present With competitors having these facilities and malls opening up all

around the city this becomes a necessity

Acharya Institute of Technology Page 35

Shoppers Stop Limited

Accessories like inexpensive fashion jewellery watches etc could be placed in

more attractive cases and kept in some centre point so that the customer find it easy to

check them out and this might induce a purchase

The footwear collection for the both men and women could be enhanced by

bringing in more variety like sports formal as well as causal wear There is very little

choice in this case at present

Interaction with customer could be increased by having various activities in the

store frequently and making customer part of these First citizen could be invited so that

their relationship with the store is strengthened and thus they could be retained and repeat

purchase could be induced

Shoppersrsquo Stop has been first mover in this category in many services offered

Some innovative ideas which are not similar to what is already being done by

competitors could be introduced to attract more customers and retain existing customers

Shoppersrsquo Stop can be spending a little more on promotion At present there is

virtually no advertisement of the store continuously It can go for ads in magazines and

also hoarding around the city just to serve as a reminder to customers Pantaloons and

Big Bazaar do more sale promotion activity to create a familiar position in young

generation customers mind

Cleanliness of rest area should be taken care of as frequently as required Even

these have an influence on the customer

Items like fashion accessories magazines could be kept near billing counters

These are items of impulse purchase and hence should be kept at these places

Acharya Institute of Technology Page 36

Shoppers Stop Limited

CONCLUSION

Benchmarking help to analysis the cost cycle time productivity or quality of specific

process Due to benchmarking process (best practice benchmarking) to study the

comparative study of competitive stores (lifestyle Globus Pantaloons etc) with

distinguish parameter

We found that Shoppersrsquo Stop was standing first in many parameters like Sales Personnel

Friendliness Sales Personnel Uniform Arrangement Billing Counters etc

Shoppersrsquo Stop a pioneer in the lifestyle segment of retail store has heavy competition to

put up with In this process it is getting off the top spot which is used to occupy for

years but certainly not losing way With a few innovative ideas and slight modifications

to the existing system it can surely regain the top spot It is interesting to note that

Shoppersrsquo Stop is still the first choice in the customer mind when it comes to shopping It

should leverage on its strong position and let more customers ldquoSTART SOMETHING

NEWrdquo

Acharya Institute of Technology Page 37

Shoppers Stop Limited

ANNEXURE

QUESTIONNAIRE

Personal Information

Name _______________________

Age - 16-24 25-32 33-40 4-48 Above 48

Gender - Male Female

Marital status - Single Married

1 When you think shopping for your family which store comes to your mind first

Shoppersrsquo stop Lifestyle Globus Westside

Big bazaar Pantaloons

2 How frequently do you shop

Once in month Once in 2 months Once in 6 months

3 Based on the Outside appeal ( name boards posters etchellip) and parking facilities rank these stores (note Rank from 1 to 6 1- Best to 6- Worst)

Acharya Institute of Technology Page 38

Shoppers Stop Limited

Stores Parking Facility (space)

Outside appeal (facades windows etc)

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

4 Rank the Sales Personnel of these stores based on the following Attributes

Stores Attentive Friendliness

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

5 Based on the following In-Store Attributes rank the stores

Acharya Institute of Technology Page 39

Shoppers Stop Limited

Stores Music Moving Space Arrangements

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

6 Based on the location and frequency of the following rank these stores

Stores Billing Counters Trial Rooms

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

7 Based on the restrooms and drinking facilities rank these stores

Acharya Institute of Technology Page 40

Shoppers Stop Limited

Stores Rest Room Drinking Facility

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

8 Based on the following attributes rank these stores

Stores Ease of location of desired category

Range of garment Range of acc

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

9 Based on the following factors rank these stores

Acharya Institute of Technology Page 41

Shoppers Stop Limited

Stores Membership Kids Play Area

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

10 Based on the following rank these stores

Stores Ease of Alterexchange

In store Other facilityadvertisement

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

11 Among the given stores which do you think is the best Why

Acharya Institute of Technology Page 42

Shoppers Stop Limited

BIBLIOGRAPHY

Manuals and Reports

Acharya Institute of Technology Page 43

Shoppers Stop Limited

Company manuals company brochures and publications of retail outlets

magazines

Books

Research methodologies-Naresh Malhotra

Consumer behaviour-Leon Schiffman Lesile Lazar Kaunk

Retail management-Chetan Bajaj

Business research method-TATA McGraw Hill

Software

SPSS for data analysis

Web-sites

wwwgoogle co in

wwwretailbizcom

wwwscribdcom

wwwmarketingnpvcom

wwweulevicom

wwwshoppers stopcom

Acharya Institute of Technology Page 44

Shoppers Stop Limited

because a number of respondents are not satisfied with the number of billing counters at

Globus They felt that the number was very low

Similarly with regards to location and frequency of trial rooms Shoppersrsquo

Stop stands second with a mean rank of 262 Trial rooms again are available in

sufficient number at strategic locations in the store The reason for Big Bazaar standing

sixth in this aspect is again the fact that a number of respondents were not satisfied with

their location at centre points in the store Here again respondents felt that the number of

trial rooms at Globus is very Low and are not satisfied with the same

With regards Restroom and Drinking Water facilities Shoppersrsquo Stop with a

value of 340 stands fourth This is because the facilities is slightly old and is not

maintained as often as those in some other stores on the list New stores are giving very

high importance to cleanliness of such facilities and adding facilities like sensors and the

like

Shoppersrsquo Stop stands second in terms of Ease of location of desired category

with a mean rank of 235 This is mainly due to the fact that danglers indicating category

of items are hung all around the store Lifestyle has edge in this aspect because they are

cleaner and attractive compared to those at Shoppersrsquo Stop

Shoppersrsquo Stop stands second in terms of range of garments the variety in

various categories with a mean rank of 224 This is due to the fact that Shoppersrsquo Stop

carries garments in various ranges and also houses some brands which competitors do

not Even though Big Bazaar carries a wide ranges of garments some respondents felt it

is not as good as that in other stores and hence it stands fifth in this aspect

With regards to range of accessories and other items like footwear sunglasses

fashion jewellery etc Shoppersrsquo Stop stands third with a mean ranks of 321 This is

because footwear for both men and women fashion jewellery collection are very limited

Even though Big Bazaar houses a wide variety of items many respondents felt that the

collection was not good

Shoppersrsquo Stop stands first in terms of Store Membership schemes with the

lowest mean rank of 171 Shoppersrsquo Stop was pioneer in such schemes Even though a

few respondents felt that the entry constraints are more relaxed at some stores as

Acharya Institute of Technology Page 32

Shoppers Stop Limited

compared to Shoppersrsquo Stop it stands first because of various other reasons Respondents

are generally not very aware of the loyalty programmes at Big Bazaar and Pantaloons

When it comes to play area for kids Shoppersrsquo Stop stands fourth with a rank

of 321 In this aspect Westside stands seconds this is attributed to the kids Play Area at

the Shipra Mall Most of the respondents have ranked that for Westside The newer stores

are focusing more on such areas for kids

Shoppersrsquo Stop ranks first in terms of Ease of Alternations Exchanges of

merchandise This is because they follow a very efficient policy for alteration focusing on

not wasting customersrsquo time They have a very good policy for exchanges of merchandise

as well A very few respondents said they have done exchanges at all other stores than

Big Bazaar and hence ranked sixth

With regards to In-store advertisements the various brands they carry and that

of their store Shoppersrsquo Stop stand third in this with a mean rank of 303 Some stores do

not give importance to these while some stores like Globus attribute high importance

Shoppersrsquo Stop stands fifth in terms of other facilities like snack parlors sofas

for customer to relax etc Westside ranks first in this aspect This is attributed to these

facilities at the malls which most of the respondents took while ranking This is closely

followed by Pantaloons

A very high 72 of the respondents in the age group (16-24) and 59 in the

age group (25-32) shop once in a month In general a high portion of respondents shop

every month ie 67 This implies that most of the shoppers are students young

professionals etc

From the study it was evident that57 of the male respondents and a high

83 of the female respondents shop once in a month A very low 7 of the female

respondents shop once in 6 months In other words women shop very often than men

It is observed that36 of the total respondents said Shoppersrsquo Stop comes to

their mind first when they think of shopping for the family and a close35 responded in

favour of lifestyle This shows the wide spread awareness of Shoppersrsquo Stop Even

though competition is hotting up Shoppersrsquo Stop holds a high position in customer mind

Acharya Institute of Technology Page 33

Shoppers Stop Limited

Similarly 83 respondents who responded in favour of Lifestyle belonged to

the age group (16-24) In case of Shoppersrsquo Stop 63 respondents were in age group (16-

24) Hence Shoppersrsquo Stop is the top of the mind store in general and lifestyle is the top

of mind store of the youth

With regards to the age group of respondents it is observed that72 of the

respondents fall in the age group of 16-24 years and 26 fall in the age group of 25-32

years So it is mostly the youth who shop quite often in these stores

Similarly with regards to the shopping frequency of the respondents it is

observed that 66 of the respondents shop once in a month 21 shop once in 2 months

and 13 once in 6 months In general the shopping frequency is quite high

343 respondents say Lifestyle is their favourite store followed by

Pantaloons with 253 respondents in favour of it Shoppersrsquo Stop stands third in the list

of favourite stores The reason for this is that all players are doing their best in business

and in the process

Acharya Institute of Technology Page 34

Shoppers Stop Limited

RECOMMENDATIONS amp SUGGESTIONS

Given below are some of the RecommendationsSuggestions to improve or modify

service Standards and increase customer delight

Outside appeal of Shoppersrsquo Stop could be improved by adding more attractive

facades and windows Also the entire store on the outside could be repainted and make

more attractive than at present because looks matter always

Parking facility could be improved by having a permanent parking lot that should

be more spacious because during weekends when it is heavily crowded customer face

lots of the problem with regards to parking To overcome this problem appoint more

guards and implement coupon system and categorised parking like two wheelers as well

as four wheelers parking

Valet parking facility could be made available at least for first citizen card

holders

Sales personnel could be offered with some incentives from time to time on the

basis of their performance and motivation programme organised so that they do not

switch over to competitors which are found in increasing number at present as most of

them are part-timers

It is found that Shoppersrsquo Stop is not the best in terms of arrangement and moving

space Merchandise could be arranged in a way that the space is utilized more efficiently

thus creating enough moving space

Brands like Knit and Flat Knit that are not moving very well could be removed to

facilitate or increasing the offer

A separate portion in the store could be allocated for keeping old merchandise

that were not sold out and discount may be offered for the same as applicable

A snack parlour like pop corn corner chip etc a small area for Music ie World

space radio station could be added to the store The store essentially talks about shopping

as an experience Adding these would increase the time a customer spends at the store

and also add to additional revenue Most of the other Shoppersrsquo Stop outlets have these

facilities at present With competitors having these facilities and malls opening up all

around the city this becomes a necessity

Acharya Institute of Technology Page 35

Shoppers Stop Limited

Accessories like inexpensive fashion jewellery watches etc could be placed in

more attractive cases and kept in some centre point so that the customer find it easy to

check them out and this might induce a purchase

The footwear collection for the both men and women could be enhanced by

bringing in more variety like sports formal as well as causal wear There is very little

choice in this case at present

Interaction with customer could be increased by having various activities in the

store frequently and making customer part of these First citizen could be invited so that

their relationship with the store is strengthened and thus they could be retained and repeat

purchase could be induced

Shoppersrsquo Stop has been first mover in this category in many services offered

Some innovative ideas which are not similar to what is already being done by

competitors could be introduced to attract more customers and retain existing customers

Shoppersrsquo Stop can be spending a little more on promotion At present there is

virtually no advertisement of the store continuously It can go for ads in magazines and

also hoarding around the city just to serve as a reminder to customers Pantaloons and

Big Bazaar do more sale promotion activity to create a familiar position in young

generation customers mind

Cleanliness of rest area should be taken care of as frequently as required Even

these have an influence on the customer

Items like fashion accessories magazines could be kept near billing counters

These are items of impulse purchase and hence should be kept at these places

Acharya Institute of Technology Page 36

Shoppers Stop Limited

CONCLUSION

Benchmarking help to analysis the cost cycle time productivity or quality of specific

process Due to benchmarking process (best practice benchmarking) to study the

comparative study of competitive stores (lifestyle Globus Pantaloons etc) with

distinguish parameter

We found that Shoppersrsquo Stop was standing first in many parameters like Sales Personnel

Friendliness Sales Personnel Uniform Arrangement Billing Counters etc

Shoppersrsquo Stop a pioneer in the lifestyle segment of retail store has heavy competition to

put up with In this process it is getting off the top spot which is used to occupy for

years but certainly not losing way With a few innovative ideas and slight modifications

to the existing system it can surely regain the top spot It is interesting to note that

Shoppersrsquo Stop is still the first choice in the customer mind when it comes to shopping It

should leverage on its strong position and let more customers ldquoSTART SOMETHING

NEWrdquo

Acharya Institute of Technology Page 37

Shoppers Stop Limited

ANNEXURE

QUESTIONNAIRE

Personal Information

Name _______________________

Age - 16-24 25-32 33-40 4-48 Above 48

Gender - Male Female

Marital status - Single Married

1 When you think shopping for your family which store comes to your mind first

Shoppersrsquo stop Lifestyle Globus Westside

Big bazaar Pantaloons

2 How frequently do you shop

Once in month Once in 2 months Once in 6 months

3 Based on the Outside appeal ( name boards posters etchellip) and parking facilities rank these stores (note Rank from 1 to 6 1- Best to 6- Worst)

Acharya Institute of Technology Page 38

Shoppers Stop Limited

Stores Parking Facility (space)

Outside appeal (facades windows etc)

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

4 Rank the Sales Personnel of these stores based on the following Attributes

Stores Attentive Friendliness

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

5 Based on the following In-Store Attributes rank the stores

Acharya Institute of Technology Page 39

Shoppers Stop Limited

Stores Music Moving Space Arrangements

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

6 Based on the location and frequency of the following rank these stores

Stores Billing Counters Trial Rooms

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

7 Based on the restrooms and drinking facilities rank these stores

Acharya Institute of Technology Page 40

Shoppers Stop Limited

Stores Rest Room Drinking Facility

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

8 Based on the following attributes rank these stores

Stores Ease of location of desired category

Range of garment Range of acc

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

9 Based on the following factors rank these stores

Acharya Institute of Technology Page 41

Shoppers Stop Limited

Stores Membership Kids Play Area

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

10 Based on the following rank these stores

Stores Ease of Alterexchange

In store Other facilityadvertisement

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

11 Among the given stores which do you think is the best Why

Acharya Institute of Technology Page 42

Shoppers Stop Limited

BIBLIOGRAPHY

Manuals and Reports

Acharya Institute of Technology Page 43

Shoppers Stop Limited

Company manuals company brochures and publications of retail outlets

magazines

Books

Research methodologies-Naresh Malhotra

Consumer behaviour-Leon Schiffman Lesile Lazar Kaunk

Retail management-Chetan Bajaj

Business research method-TATA McGraw Hill

Software

SPSS for data analysis

Web-sites

wwwgoogle co in

wwwretailbizcom

wwwscribdcom

wwwmarketingnpvcom

wwweulevicom

wwwshoppers stopcom

Acharya Institute of Technology Page 44

Shoppers Stop Limited

compared to Shoppersrsquo Stop it stands first because of various other reasons Respondents

are generally not very aware of the loyalty programmes at Big Bazaar and Pantaloons

When it comes to play area for kids Shoppersrsquo Stop stands fourth with a rank

of 321 In this aspect Westside stands seconds this is attributed to the kids Play Area at

the Shipra Mall Most of the respondents have ranked that for Westside The newer stores

are focusing more on such areas for kids

Shoppersrsquo Stop ranks first in terms of Ease of Alternations Exchanges of

merchandise This is because they follow a very efficient policy for alteration focusing on

not wasting customersrsquo time They have a very good policy for exchanges of merchandise

as well A very few respondents said they have done exchanges at all other stores than

Big Bazaar and hence ranked sixth

With regards to In-store advertisements the various brands they carry and that

of their store Shoppersrsquo Stop stand third in this with a mean rank of 303 Some stores do

not give importance to these while some stores like Globus attribute high importance

Shoppersrsquo Stop stands fifth in terms of other facilities like snack parlors sofas

for customer to relax etc Westside ranks first in this aspect This is attributed to these

facilities at the malls which most of the respondents took while ranking This is closely

followed by Pantaloons

A very high 72 of the respondents in the age group (16-24) and 59 in the

age group (25-32) shop once in a month In general a high portion of respondents shop

every month ie 67 This implies that most of the shoppers are students young

professionals etc

From the study it was evident that57 of the male respondents and a high

83 of the female respondents shop once in a month A very low 7 of the female

respondents shop once in 6 months In other words women shop very often than men

It is observed that36 of the total respondents said Shoppersrsquo Stop comes to

their mind first when they think of shopping for the family and a close35 responded in

favour of lifestyle This shows the wide spread awareness of Shoppersrsquo Stop Even

though competition is hotting up Shoppersrsquo Stop holds a high position in customer mind

Acharya Institute of Technology Page 33

Shoppers Stop Limited

Similarly 83 respondents who responded in favour of Lifestyle belonged to

the age group (16-24) In case of Shoppersrsquo Stop 63 respondents were in age group (16-

24) Hence Shoppersrsquo Stop is the top of the mind store in general and lifestyle is the top

of mind store of the youth

With regards to the age group of respondents it is observed that72 of the

respondents fall in the age group of 16-24 years and 26 fall in the age group of 25-32

years So it is mostly the youth who shop quite often in these stores

Similarly with regards to the shopping frequency of the respondents it is

observed that 66 of the respondents shop once in a month 21 shop once in 2 months

and 13 once in 6 months In general the shopping frequency is quite high

343 respondents say Lifestyle is their favourite store followed by

Pantaloons with 253 respondents in favour of it Shoppersrsquo Stop stands third in the list

of favourite stores The reason for this is that all players are doing their best in business

and in the process

Acharya Institute of Technology Page 34

Shoppers Stop Limited

RECOMMENDATIONS amp SUGGESTIONS

Given below are some of the RecommendationsSuggestions to improve or modify

service Standards and increase customer delight

Outside appeal of Shoppersrsquo Stop could be improved by adding more attractive

facades and windows Also the entire store on the outside could be repainted and make

more attractive than at present because looks matter always

Parking facility could be improved by having a permanent parking lot that should

be more spacious because during weekends when it is heavily crowded customer face

lots of the problem with regards to parking To overcome this problem appoint more

guards and implement coupon system and categorised parking like two wheelers as well

as four wheelers parking

Valet parking facility could be made available at least for first citizen card

holders

Sales personnel could be offered with some incentives from time to time on the

basis of their performance and motivation programme organised so that they do not

switch over to competitors which are found in increasing number at present as most of

them are part-timers

It is found that Shoppersrsquo Stop is not the best in terms of arrangement and moving

space Merchandise could be arranged in a way that the space is utilized more efficiently

thus creating enough moving space

Brands like Knit and Flat Knit that are not moving very well could be removed to

facilitate or increasing the offer

A separate portion in the store could be allocated for keeping old merchandise

that were not sold out and discount may be offered for the same as applicable

A snack parlour like pop corn corner chip etc a small area for Music ie World

space radio station could be added to the store The store essentially talks about shopping

as an experience Adding these would increase the time a customer spends at the store

and also add to additional revenue Most of the other Shoppersrsquo Stop outlets have these

facilities at present With competitors having these facilities and malls opening up all

around the city this becomes a necessity

Acharya Institute of Technology Page 35

Shoppers Stop Limited

Accessories like inexpensive fashion jewellery watches etc could be placed in

more attractive cases and kept in some centre point so that the customer find it easy to

check them out and this might induce a purchase

The footwear collection for the both men and women could be enhanced by

bringing in more variety like sports formal as well as causal wear There is very little

choice in this case at present

Interaction with customer could be increased by having various activities in the

store frequently and making customer part of these First citizen could be invited so that

their relationship with the store is strengthened and thus they could be retained and repeat

purchase could be induced

Shoppersrsquo Stop has been first mover in this category in many services offered

Some innovative ideas which are not similar to what is already being done by

competitors could be introduced to attract more customers and retain existing customers

Shoppersrsquo Stop can be spending a little more on promotion At present there is

virtually no advertisement of the store continuously It can go for ads in magazines and

also hoarding around the city just to serve as a reminder to customers Pantaloons and

Big Bazaar do more sale promotion activity to create a familiar position in young

generation customers mind

Cleanliness of rest area should be taken care of as frequently as required Even

these have an influence on the customer

Items like fashion accessories magazines could be kept near billing counters

These are items of impulse purchase and hence should be kept at these places

Acharya Institute of Technology Page 36

Shoppers Stop Limited

CONCLUSION

Benchmarking help to analysis the cost cycle time productivity or quality of specific

process Due to benchmarking process (best practice benchmarking) to study the

comparative study of competitive stores (lifestyle Globus Pantaloons etc) with

distinguish parameter

We found that Shoppersrsquo Stop was standing first in many parameters like Sales Personnel

Friendliness Sales Personnel Uniform Arrangement Billing Counters etc

Shoppersrsquo Stop a pioneer in the lifestyle segment of retail store has heavy competition to

put up with In this process it is getting off the top spot which is used to occupy for

years but certainly not losing way With a few innovative ideas and slight modifications

to the existing system it can surely regain the top spot It is interesting to note that

Shoppersrsquo Stop is still the first choice in the customer mind when it comes to shopping It

should leverage on its strong position and let more customers ldquoSTART SOMETHING

NEWrdquo

Acharya Institute of Technology Page 37

Shoppers Stop Limited

ANNEXURE

QUESTIONNAIRE

Personal Information

Name _______________________

Age - 16-24 25-32 33-40 4-48 Above 48

Gender - Male Female

Marital status - Single Married

1 When you think shopping for your family which store comes to your mind first

Shoppersrsquo stop Lifestyle Globus Westside

Big bazaar Pantaloons

2 How frequently do you shop

Once in month Once in 2 months Once in 6 months

3 Based on the Outside appeal ( name boards posters etchellip) and parking facilities rank these stores (note Rank from 1 to 6 1- Best to 6- Worst)

Acharya Institute of Technology Page 38

Shoppers Stop Limited

Stores Parking Facility (space)

Outside appeal (facades windows etc)

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

4 Rank the Sales Personnel of these stores based on the following Attributes

Stores Attentive Friendliness

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

5 Based on the following In-Store Attributes rank the stores

Acharya Institute of Technology Page 39

Shoppers Stop Limited

Stores Music Moving Space Arrangements

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

6 Based on the location and frequency of the following rank these stores

Stores Billing Counters Trial Rooms

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

7 Based on the restrooms and drinking facilities rank these stores

Acharya Institute of Technology Page 40

Shoppers Stop Limited

Stores Rest Room Drinking Facility

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

8 Based on the following attributes rank these stores

Stores Ease of location of desired category

Range of garment Range of acc

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

9 Based on the following factors rank these stores

Acharya Institute of Technology Page 41

Shoppers Stop Limited

Stores Membership Kids Play Area

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

10 Based on the following rank these stores

Stores Ease of Alterexchange

In store Other facilityadvertisement

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

11 Among the given stores which do you think is the best Why

Acharya Institute of Technology Page 42

Shoppers Stop Limited

BIBLIOGRAPHY

Manuals and Reports

Acharya Institute of Technology Page 43

Shoppers Stop Limited

Company manuals company brochures and publications of retail outlets

magazines

Books

Research methodologies-Naresh Malhotra

Consumer behaviour-Leon Schiffman Lesile Lazar Kaunk

Retail management-Chetan Bajaj

Business research method-TATA McGraw Hill

Software

SPSS for data analysis

Web-sites

wwwgoogle co in

wwwretailbizcom

wwwscribdcom

wwwmarketingnpvcom

wwweulevicom

wwwshoppers stopcom

Acharya Institute of Technology Page 44

Shoppers Stop Limited

Similarly 83 respondents who responded in favour of Lifestyle belonged to

the age group (16-24) In case of Shoppersrsquo Stop 63 respondents were in age group (16-

24) Hence Shoppersrsquo Stop is the top of the mind store in general and lifestyle is the top

of mind store of the youth

With regards to the age group of respondents it is observed that72 of the

respondents fall in the age group of 16-24 years and 26 fall in the age group of 25-32

years So it is mostly the youth who shop quite often in these stores

Similarly with regards to the shopping frequency of the respondents it is

observed that 66 of the respondents shop once in a month 21 shop once in 2 months

and 13 once in 6 months In general the shopping frequency is quite high

343 respondents say Lifestyle is their favourite store followed by

Pantaloons with 253 respondents in favour of it Shoppersrsquo Stop stands third in the list

of favourite stores The reason for this is that all players are doing their best in business

and in the process

Acharya Institute of Technology Page 34

Shoppers Stop Limited

RECOMMENDATIONS amp SUGGESTIONS

Given below are some of the RecommendationsSuggestions to improve or modify

service Standards and increase customer delight

Outside appeal of Shoppersrsquo Stop could be improved by adding more attractive

facades and windows Also the entire store on the outside could be repainted and make

more attractive than at present because looks matter always

Parking facility could be improved by having a permanent parking lot that should

be more spacious because during weekends when it is heavily crowded customer face

lots of the problem with regards to parking To overcome this problem appoint more

guards and implement coupon system and categorised parking like two wheelers as well

as four wheelers parking

Valet parking facility could be made available at least for first citizen card

holders

Sales personnel could be offered with some incentives from time to time on the

basis of their performance and motivation programme organised so that they do not

switch over to competitors which are found in increasing number at present as most of

them are part-timers

It is found that Shoppersrsquo Stop is not the best in terms of arrangement and moving

space Merchandise could be arranged in a way that the space is utilized more efficiently

thus creating enough moving space

Brands like Knit and Flat Knit that are not moving very well could be removed to

facilitate or increasing the offer

A separate portion in the store could be allocated for keeping old merchandise

that were not sold out and discount may be offered for the same as applicable

A snack parlour like pop corn corner chip etc a small area for Music ie World

space radio station could be added to the store The store essentially talks about shopping

as an experience Adding these would increase the time a customer spends at the store

and also add to additional revenue Most of the other Shoppersrsquo Stop outlets have these

facilities at present With competitors having these facilities and malls opening up all

around the city this becomes a necessity

Acharya Institute of Technology Page 35

Shoppers Stop Limited

Accessories like inexpensive fashion jewellery watches etc could be placed in

more attractive cases and kept in some centre point so that the customer find it easy to

check them out and this might induce a purchase

The footwear collection for the both men and women could be enhanced by

bringing in more variety like sports formal as well as causal wear There is very little

choice in this case at present

Interaction with customer could be increased by having various activities in the

store frequently and making customer part of these First citizen could be invited so that

their relationship with the store is strengthened and thus they could be retained and repeat

purchase could be induced

Shoppersrsquo Stop has been first mover in this category in many services offered

Some innovative ideas which are not similar to what is already being done by

competitors could be introduced to attract more customers and retain existing customers

Shoppersrsquo Stop can be spending a little more on promotion At present there is

virtually no advertisement of the store continuously It can go for ads in magazines and

also hoarding around the city just to serve as a reminder to customers Pantaloons and

Big Bazaar do more sale promotion activity to create a familiar position in young

generation customers mind

Cleanliness of rest area should be taken care of as frequently as required Even

these have an influence on the customer

Items like fashion accessories magazines could be kept near billing counters

These are items of impulse purchase and hence should be kept at these places

Acharya Institute of Technology Page 36

Shoppers Stop Limited

CONCLUSION

Benchmarking help to analysis the cost cycle time productivity or quality of specific

process Due to benchmarking process (best practice benchmarking) to study the

comparative study of competitive stores (lifestyle Globus Pantaloons etc) with

distinguish parameter

We found that Shoppersrsquo Stop was standing first in many parameters like Sales Personnel

Friendliness Sales Personnel Uniform Arrangement Billing Counters etc

Shoppersrsquo Stop a pioneer in the lifestyle segment of retail store has heavy competition to

put up with In this process it is getting off the top spot which is used to occupy for

years but certainly not losing way With a few innovative ideas and slight modifications

to the existing system it can surely regain the top spot It is interesting to note that

Shoppersrsquo Stop is still the first choice in the customer mind when it comes to shopping It

should leverage on its strong position and let more customers ldquoSTART SOMETHING

NEWrdquo

Acharya Institute of Technology Page 37

Shoppers Stop Limited

ANNEXURE

QUESTIONNAIRE

Personal Information

Name _______________________

Age - 16-24 25-32 33-40 4-48 Above 48

Gender - Male Female

Marital status - Single Married

1 When you think shopping for your family which store comes to your mind first

Shoppersrsquo stop Lifestyle Globus Westside

Big bazaar Pantaloons

2 How frequently do you shop

Once in month Once in 2 months Once in 6 months

3 Based on the Outside appeal ( name boards posters etchellip) and parking facilities rank these stores (note Rank from 1 to 6 1- Best to 6- Worst)

Acharya Institute of Technology Page 38

Shoppers Stop Limited

Stores Parking Facility (space)

Outside appeal (facades windows etc)

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

4 Rank the Sales Personnel of these stores based on the following Attributes

Stores Attentive Friendliness

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

5 Based on the following In-Store Attributes rank the stores

Acharya Institute of Technology Page 39

Shoppers Stop Limited

Stores Music Moving Space Arrangements

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

6 Based on the location and frequency of the following rank these stores

Stores Billing Counters Trial Rooms

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

7 Based on the restrooms and drinking facilities rank these stores

Acharya Institute of Technology Page 40

Shoppers Stop Limited

Stores Rest Room Drinking Facility

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

8 Based on the following attributes rank these stores

Stores Ease of location of desired category

Range of garment Range of acc

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

9 Based on the following factors rank these stores

Acharya Institute of Technology Page 41

Shoppers Stop Limited

Stores Membership Kids Play Area

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

10 Based on the following rank these stores

Stores Ease of Alterexchange

In store Other facilityadvertisement

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

11 Among the given stores which do you think is the best Why

Acharya Institute of Technology Page 42

Shoppers Stop Limited

BIBLIOGRAPHY

Manuals and Reports

Acharya Institute of Technology Page 43

Shoppers Stop Limited

Company manuals company brochures and publications of retail outlets

magazines

Books

Research methodologies-Naresh Malhotra

Consumer behaviour-Leon Schiffman Lesile Lazar Kaunk

Retail management-Chetan Bajaj

Business research method-TATA McGraw Hill

Software

SPSS for data analysis

Web-sites

wwwgoogle co in

wwwretailbizcom

wwwscribdcom

wwwmarketingnpvcom

wwweulevicom

wwwshoppers stopcom

Acharya Institute of Technology Page 44

Shoppers Stop Limited

RECOMMENDATIONS amp SUGGESTIONS

Given below are some of the RecommendationsSuggestions to improve or modify

service Standards and increase customer delight

Outside appeal of Shoppersrsquo Stop could be improved by adding more attractive

facades and windows Also the entire store on the outside could be repainted and make

more attractive than at present because looks matter always

Parking facility could be improved by having a permanent parking lot that should

be more spacious because during weekends when it is heavily crowded customer face

lots of the problem with regards to parking To overcome this problem appoint more

guards and implement coupon system and categorised parking like two wheelers as well

as four wheelers parking

Valet parking facility could be made available at least for first citizen card

holders

Sales personnel could be offered with some incentives from time to time on the

basis of their performance and motivation programme organised so that they do not

switch over to competitors which are found in increasing number at present as most of

them are part-timers

It is found that Shoppersrsquo Stop is not the best in terms of arrangement and moving

space Merchandise could be arranged in a way that the space is utilized more efficiently

thus creating enough moving space

Brands like Knit and Flat Knit that are not moving very well could be removed to

facilitate or increasing the offer

A separate portion in the store could be allocated for keeping old merchandise

that were not sold out and discount may be offered for the same as applicable

A snack parlour like pop corn corner chip etc a small area for Music ie World

space radio station could be added to the store The store essentially talks about shopping

as an experience Adding these would increase the time a customer spends at the store

and also add to additional revenue Most of the other Shoppersrsquo Stop outlets have these

facilities at present With competitors having these facilities and malls opening up all

around the city this becomes a necessity

Acharya Institute of Technology Page 35

Shoppers Stop Limited

Accessories like inexpensive fashion jewellery watches etc could be placed in

more attractive cases and kept in some centre point so that the customer find it easy to

check them out and this might induce a purchase

The footwear collection for the both men and women could be enhanced by

bringing in more variety like sports formal as well as causal wear There is very little

choice in this case at present

Interaction with customer could be increased by having various activities in the

store frequently and making customer part of these First citizen could be invited so that

their relationship with the store is strengthened and thus they could be retained and repeat

purchase could be induced

Shoppersrsquo Stop has been first mover in this category in many services offered

Some innovative ideas which are not similar to what is already being done by

competitors could be introduced to attract more customers and retain existing customers

Shoppersrsquo Stop can be spending a little more on promotion At present there is

virtually no advertisement of the store continuously It can go for ads in magazines and

also hoarding around the city just to serve as a reminder to customers Pantaloons and

Big Bazaar do more sale promotion activity to create a familiar position in young

generation customers mind

Cleanliness of rest area should be taken care of as frequently as required Even

these have an influence on the customer

Items like fashion accessories magazines could be kept near billing counters

These are items of impulse purchase and hence should be kept at these places

Acharya Institute of Technology Page 36

Shoppers Stop Limited

CONCLUSION

Benchmarking help to analysis the cost cycle time productivity or quality of specific

process Due to benchmarking process (best practice benchmarking) to study the

comparative study of competitive stores (lifestyle Globus Pantaloons etc) with

distinguish parameter

We found that Shoppersrsquo Stop was standing first in many parameters like Sales Personnel

Friendliness Sales Personnel Uniform Arrangement Billing Counters etc

Shoppersrsquo Stop a pioneer in the lifestyle segment of retail store has heavy competition to

put up with In this process it is getting off the top spot which is used to occupy for

years but certainly not losing way With a few innovative ideas and slight modifications

to the existing system it can surely regain the top spot It is interesting to note that

Shoppersrsquo Stop is still the first choice in the customer mind when it comes to shopping It

should leverage on its strong position and let more customers ldquoSTART SOMETHING

NEWrdquo

Acharya Institute of Technology Page 37

Shoppers Stop Limited

ANNEXURE

QUESTIONNAIRE

Personal Information

Name _______________________

Age - 16-24 25-32 33-40 4-48 Above 48

Gender - Male Female

Marital status - Single Married

1 When you think shopping for your family which store comes to your mind first

Shoppersrsquo stop Lifestyle Globus Westside

Big bazaar Pantaloons

2 How frequently do you shop

Once in month Once in 2 months Once in 6 months

3 Based on the Outside appeal ( name boards posters etchellip) and parking facilities rank these stores (note Rank from 1 to 6 1- Best to 6- Worst)

Acharya Institute of Technology Page 38

Shoppers Stop Limited

Stores Parking Facility (space)

Outside appeal (facades windows etc)

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

4 Rank the Sales Personnel of these stores based on the following Attributes

Stores Attentive Friendliness

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

5 Based on the following In-Store Attributes rank the stores

Acharya Institute of Technology Page 39

Shoppers Stop Limited

Stores Music Moving Space Arrangements

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

6 Based on the location and frequency of the following rank these stores

Stores Billing Counters Trial Rooms

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

7 Based on the restrooms and drinking facilities rank these stores

Acharya Institute of Technology Page 40

Shoppers Stop Limited

Stores Rest Room Drinking Facility

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

8 Based on the following attributes rank these stores

Stores Ease of location of desired category

Range of garment Range of acc

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

9 Based on the following factors rank these stores

Acharya Institute of Technology Page 41

Shoppers Stop Limited

Stores Membership Kids Play Area

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

10 Based on the following rank these stores

Stores Ease of Alterexchange

In store Other facilityadvertisement

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

11 Among the given stores which do you think is the best Why

Acharya Institute of Technology Page 42

Shoppers Stop Limited

BIBLIOGRAPHY

Manuals and Reports

Acharya Institute of Technology Page 43

Shoppers Stop Limited

Company manuals company brochures and publications of retail outlets

magazines

Books

Research methodologies-Naresh Malhotra

Consumer behaviour-Leon Schiffman Lesile Lazar Kaunk

Retail management-Chetan Bajaj

Business research method-TATA McGraw Hill

Software

SPSS for data analysis

Web-sites

wwwgoogle co in

wwwretailbizcom

wwwscribdcom

wwwmarketingnpvcom

wwweulevicom

wwwshoppers stopcom

Acharya Institute of Technology Page 44

Shoppers Stop Limited

Accessories like inexpensive fashion jewellery watches etc could be placed in

more attractive cases and kept in some centre point so that the customer find it easy to

check them out and this might induce a purchase

The footwear collection for the both men and women could be enhanced by

bringing in more variety like sports formal as well as causal wear There is very little

choice in this case at present

Interaction with customer could be increased by having various activities in the

store frequently and making customer part of these First citizen could be invited so that

their relationship with the store is strengthened and thus they could be retained and repeat

purchase could be induced

Shoppersrsquo Stop has been first mover in this category in many services offered

Some innovative ideas which are not similar to what is already being done by

competitors could be introduced to attract more customers and retain existing customers

Shoppersrsquo Stop can be spending a little more on promotion At present there is

virtually no advertisement of the store continuously It can go for ads in magazines and

also hoarding around the city just to serve as a reminder to customers Pantaloons and

Big Bazaar do more sale promotion activity to create a familiar position in young

generation customers mind

Cleanliness of rest area should be taken care of as frequently as required Even

these have an influence on the customer

Items like fashion accessories magazines could be kept near billing counters

These are items of impulse purchase and hence should be kept at these places

Acharya Institute of Technology Page 36

Shoppers Stop Limited

CONCLUSION

Benchmarking help to analysis the cost cycle time productivity or quality of specific

process Due to benchmarking process (best practice benchmarking) to study the

comparative study of competitive stores (lifestyle Globus Pantaloons etc) with

distinguish parameter

We found that Shoppersrsquo Stop was standing first in many parameters like Sales Personnel

Friendliness Sales Personnel Uniform Arrangement Billing Counters etc

Shoppersrsquo Stop a pioneer in the lifestyle segment of retail store has heavy competition to

put up with In this process it is getting off the top spot which is used to occupy for

years but certainly not losing way With a few innovative ideas and slight modifications

to the existing system it can surely regain the top spot It is interesting to note that

Shoppersrsquo Stop is still the first choice in the customer mind when it comes to shopping It

should leverage on its strong position and let more customers ldquoSTART SOMETHING

NEWrdquo

Acharya Institute of Technology Page 37

Shoppers Stop Limited

ANNEXURE

QUESTIONNAIRE

Personal Information

Name _______________________

Age - 16-24 25-32 33-40 4-48 Above 48

Gender - Male Female

Marital status - Single Married

1 When you think shopping for your family which store comes to your mind first

Shoppersrsquo stop Lifestyle Globus Westside

Big bazaar Pantaloons

2 How frequently do you shop

Once in month Once in 2 months Once in 6 months

3 Based on the Outside appeal ( name boards posters etchellip) and parking facilities rank these stores (note Rank from 1 to 6 1- Best to 6- Worst)

Acharya Institute of Technology Page 38

Shoppers Stop Limited

Stores Parking Facility (space)

Outside appeal (facades windows etc)

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

4 Rank the Sales Personnel of these stores based on the following Attributes

Stores Attentive Friendliness

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

5 Based on the following In-Store Attributes rank the stores

Acharya Institute of Technology Page 39

Shoppers Stop Limited

Stores Music Moving Space Arrangements

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

6 Based on the location and frequency of the following rank these stores

Stores Billing Counters Trial Rooms

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

7 Based on the restrooms and drinking facilities rank these stores

Acharya Institute of Technology Page 40

Shoppers Stop Limited

Stores Rest Room Drinking Facility

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

8 Based on the following attributes rank these stores

Stores Ease of location of desired category

Range of garment Range of acc

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

9 Based on the following factors rank these stores

Acharya Institute of Technology Page 41

Shoppers Stop Limited

Stores Membership Kids Play Area

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

10 Based on the following rank these stores

Stores Ease of Alterexchange

In store Other facilityadvertisement

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

11 Among the given stores which do you think is the best Why

Acharya Institute of Technology Page 42

Shoppers Stop Limited

BIBLIOGRAPHY

Manuals and Reports

Acharya Institute of Technology Page 43

Shoppers Stop Limited

Company manuals company brochures and publications of retail outlets

magazines

Books

Research methodologies-Naresh Malhotra

Consumer behaviour-Leon Schiffman Lesile Lazar Kaunk

Retail management-Chetan Bajaj

Business research method-TATA McGraw Hill

Software

SPSS for data analysis

Web-sites

wwwgoogle co in

wwwretailbizcom

wwwscribdcom

wwwmarketingnpvcom

wwweulevicom

wwwshoppers stopcom

Acharya Institute of Technology Page 44

Shoppers Stop Limited

CONCLUSION

Benchmarking help to analysis the cost cycle time productivity or quality of specific

process Due to benchmarking process (best practice benchmarking) to study the

comparative study of competitive stores (lifestyle Globus Pantaloons etc) with

distinguish parameter

We found that Shoppersrsquo Stop was standing first in many parameters like Sales Personnel

Friendliness Sales Personnel Uniform Arrangement Billing Counters etc

Shoppersrsquo Stop a pioneer in the lifestyle segment of retail store has heavy competition to

put up with In this process it is getting off the top spot which is used to occupy for

years but certainly not losing way With a few innovative ideas and slight modifications

to the existing system it can surely regain the top spot It is interesting to note that

Shoppersrsquo Stop is still the first choice in the customer mind when it comes to shopping It

should leverage on its strong position and let more customers ldquoSTART SOMETHING

NEWrdquo

Acharya Institute of Technology Page 37

Shoppers Stop Limited

ANNEXURE

QUESTIONNAIRE

Personal Information

Name _______________________

Age - 16-24 25-32 33-40 4-48 Above 48

Gender - Male Female

Marital status - Single Married

1 When you think shopping for your family which store comes to your mind first

Shoppersrsquo stop Lifestyle Globus Westside

Big bazaar Pantaloons

2 How frequently do you shop

Once in month Once in 2 months Once in 6 months

3 Based on the Outside appeal ( name boards posters etchellip) and parking facilities rank these stores (note Rank from 1 to 6 1- Best to 6- Worst)

Acharya Institute of Technology Page 38

Shoppers Stop Limited

Stores Parking Facility (space)

Outside appeal (facades windows etc)

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

4 Rank the Sales Personnel of these stores based on the following Attributes

Stores Attentive Friendliness

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

5 Based on the following In-Store Attributes rank the stores

Acharya Institute of Technology Page 39

Shoppers Stop Limited

Stores Music Moving Space Arrangements

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

6 Based on the location and frequency of the following rank these stores

Stores Billing Counters Trial Rooms

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

7 Based on the restrooms and drinking facilities rank these stores

Acharya Institute of Technology Page 40

Shoppers Stop Limited

Stores Rest Room Drinking Facility

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

8 Based on the following attributes rank these stores

Stores Ease of location of desired category

Range of garment Range of acc

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

9 Based on the following factors rank these stores

Acharya Institute of Technology Page 41

Shoppers Stop Limited

Stores Membership Kids Play Area

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

10 Based on the following rank these stores

Stores Ease of Alterexchange

In store Other facilityadvertisement

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

11 Among the given stores which do you think is the best Why

Acharya Institute of Technology Page 42

Shoppers Stop Limited

BIBLIOGRAPHY

Manuals and Reports

Acharya Institute of Technology Page 43

Shoppers Stop Limited

Company manuals company brochures and publications of retail outlets

magazines

Books

Research methodologies-Naresh Malhotra

Consumer behaviour-Leon Schiffman Lesile Lazar Kaunk

Retail management-Chetan Bajaj

Business research method-TATA McGraw Hill

Software

SPSS for data analysis

Web-sites

wwwgoogle co in

wwwretailbizcom

wwwscribdcom

wwwmarketingnpvcom

wwweulevicom

wwwshoppers stopcom

Acharya Institute of Technology Page 44

Shoppers Stop Limited

ANNEXURE

QUESTIONNAIRE

Personal Information

Name _______________________

Age - 16-24 25-32 33-40 4-48 Above 48

Gender - Male Female

Marital status - Single Married

1 When you think shopping for your family which store comes to your mind first

Shoppersrsquo stop Lifestyle Globus Westside

Big bazaar Pantaloons

2 How frequently do you shop

Once in month Once in 2 months Once in 6 months

3 Based on the Outside appeal ( name boards posters etchellip) and parking facilities rank these stores (note Rank from 1 to 6 1- Best to 6- Worst)

Acharya Institute of Technology Page 38

Shoppers Stop Limited

Stores Parking Facility (space)

Outside appeal (facades windows etc)

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

4 Rank the Sales Personnel of these stores based on the following Attributes

Stores Attentive Friendliness

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

5 Based on the following In-Store Attributes rank the stores

Acharya Institute of Technology Page 39

Shoppers Stop Limited

Stores Music Moving Space Arrangements

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

6 Based on the location and frequency of the following rank these stores

Stores Billing Counters Trial Rooms

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

7 Based on the restrooms and drinking facilities rank these stores

Acharya Institute of Technology Page 40

Shoppers Stop Limited

Stores Rest Room Drinking Facility

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

8 Based on the following attributes rank these stores

Stores Ease of location of desired category

Range of garment Range of acc

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

9 Based on the following factors rank these stores

Acharya Institute of Technology Page 41

Shoppers Stop Limited

Stores Membership Kids Play Area

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

10 Based on the following rank these stores

Stores Ease of Alterexchange

In store Other facilityadvertisement

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

11 Among the given stores which do you think is the best Why

Acharya Institute of Technology Page 42

Shoppers Stop Limited

BIBLIOGRAPHY

Manuals and Reports

Acharya Institute of Technology Page 43

Shoppers Stop Limited

Company manuals company brochures and publications of retail outlets

magazines

Books

Research methodologies-Naresh Malhotra

Consumer behaviour-Leon Schiffman Lesile Lazar Kaunk

Retail management-Chetan Bajaj

Business research method-TATA McGraw Hill

Software

SPSS for data analysis

Web-sites

wwwgoogle co in

wwwretailbizcom

wwwscribdcom

wwwmarketingnpvcom

wwweulevicom

wwwshoppers stopcom

Acharya Institute of Technology Page 44

Shoppers Stop Limited

Stores Parking Facility (space)

Outside appeal (facades windows etc)

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

4 Rank the Sales Personnel of these stores based on the following Attributes

Stores Attentive Friendliness

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

5 Based on the following In-Store Attributes rank the stores

Acharya Institute of Technology Page 39

Shoppers Stop Limited

Stores Music Moving Space Arrangements

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

6 Based on the location and frequency of the following rank these stores

Stores Billing Counters Trial Rooms

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

7 Based on the restrooms and drinking facilities rank these stores

Acharya Institute of Technology Page 40

Shoppers Stop Limited

Stores Rest Room Drinking Facility

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

8 Based on the following attributes rank these stores

Stores Ease of location of desired category

Range of garment Range of acc

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

9 Based on the following factors rank these stores

Acharya Institute of Technology Page 41

Shoppers Stop Limited

Stores Membership Kids Play Area

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

10 Based on the following rank these stores

Stores Ease of Alterexchange

In store Other facilityadvertisement

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

11 Among the given stores which do you think is the best Why

Acharya Institute of Technology Page 42

Shoppers Stop Limited

BIBLIOGRAPHY

Manuals and Reports

Acharya Institute of Technology Page 43

Shoppers Stop Limited

Company manuals company brochures and publications of retail outlets

magazines

Books

Research methodologies-Naresh Malhotra

Consumer behaviour-Leon Schiffman Lesile Lazar Kaunk

Retail management-Chetan Bajaj

Business research method-TATA McGraw Hill

Software

SPSS for data analysis

Web-sites

wwwgoogle co in

wwwretailbizcom

wwwscribdcom

wwwmarketingnpvcom

wwweulevicom

wwwshoppers stopcom

Acharya Institute of Technology Page 44

Shoppers Stop Limited

Stores Music Moving Space Arrangements

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

6 Based on the location and frequency of the following rank these stores

Stores Billing Counters Trial Rooms

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

7 Based on the restrooms and drinking facilities rank these stores

Acharya Institute of Technology Page 40

Shoppers Stop Limited

Stores Rest Room Drinking Facility

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

8 Based on the following attributes rank these stores

Stores Ease of location of desired category

Range of garment Range of acc

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

9 Based on the following factors rank these stores

Acharya Institute of Technology Page 41

Shoppers Stop Limited

Stores Membership Kids Play Area

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

10 Based on the following rank these stores

Stores Ease of Alterexchange

In store Other facilityadvertisement

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

11 Among the given stores which do you think is the best Why

Acharya Institute of Technology Page 42

Shoppers Stop Limited

BIBLIOGRAPHY

Manuals and Reports

Acharya Institute of Technology Page 43

Shoppers Stop Limited

Company manuals company brochures and publications of retail outlets

magazines

Books

Research methodologies-Naresh Malhotra

Consumer behaviour-Leon Schiffman Lesile Lazar Kaunk

Retail management-Chetan Bajaj

Business research method-TATA McGraw Hill

Software

SPSS for data analysis

Web-sites

wwwgoogle co in

wwwretailbizcom

wwwscribdcom

wwwmarketingnpvcom

wwweulevicom

wwwshoppers stopcom

Acharya Institute of Technology Page 44

Shoppers Stop Limited

Stores Rest Room Drinking Facility

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

8 Based on the following attributes rank these stores

Stores Ease of location of desired category

Range of garment Range of acc

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

9 Based on the following factors rank these stores

Acharya Institute of Technology Page 41

Shoppers Stop Limited

Stores Membership Kids Play Area

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

10 Based on the following rank these stores

Stores Ease of Alterexchange

In store Other facilityadvertisement

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

11 Among the given stores which do you think is the best Why

Acharya Institute of Technology Page 42

Shoppers Stop Limited

BIBLIOGRAPHY

Manuals and Reports

Acharya Institute of Technology Page 43

Shoppers Stop Limited

Company manuals company brochures and publications of retail outlets

magazines

Books

Research methodologies-Naresh Malhotra

Consumer behaviour-Leon Schiffman Lesile Lazar Kaunk

Retail management-Chetan Bajaj

Business research method-TATA McGraw Hill

Software

SPSS for data analysis

Web-sites

wwwgoogle co in

wwwretailbizcom

wwwscribdcom

wwwmarketingnpvcom

wwweulevicom

wwwshoppers stopcom

Acharya Institute of Technology Page 44

Shoppers Stop Limited

Stores Membership Kids Play Area

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

10 Based on the following rank these stores

Stores Ease of Alterexchange

In store Other facilityadvertisement

Shoppersrsquo Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

11 Among the given stores which do you think is the best Why

Acharya Institute of Technology Page 42

Shoppers Stop Limited

BIBLIOGRAPHY

Manuals and Reports

Acharya Institute of Technology Page 43

Shoppers Stop Limited

Company manuals company brochures and publications of retail outlets

magazines

Books

Research methodologies-Naresh Malhotra

Consumer behaviour-Leon Schiffman Lesile Lazar Kaunk

Retail management-Chetan Bajaj

Business research method-TATA McGraw Hill

Software

SPSS for data analysis

Web-sites

wwwgoogle co in

wwwretailbizcom

wwwscribdcom

wwwmarketingnpvcom

wwweulevicom

wwwshoppers stopcom

Acharya Institute of Technology Page 44

Shoppers Stop Limited

BIBLIOGRAPHY

Manuals and Reports

Acharya Institute of Technology Page 43

Shoppers Stop Limited

Company manuals company brochures and publications of retail outlets

magazines

Books

Research methodologies-Naresh Malhotra

Consumer behaviour-Leon Schiffman Lesile Lazar Kaunk

Retail management-Chetan Bajaj

Business research method-TATA McGraw Hill

Software

SPSS for data analysis

Web-sites

wwwgoogle co in

wwwretailbizcom

wwwscribdcom

wwwmarketingnpvcom

wwweulevicom

wwwshoppers stopcom

Acharya Institute of Technology Page 44

Shoppers Stop Limited

Company manuals company brochures and publications of retail outlets

magazines

Books

Research methodologies-Naresh Malhotra

Consumer behaviour-Leon Schiffman Lesile Lazar Kaunk

Retail management-Chetan Bajaj

Business research method-TATA McGraw Hill

Software

SPSS for data analysis

Web-sites

wwwgoogle co in

wwwretailbizcom

wwwscribdcom

wwwmarketingnpvcom

wwweulevicom

wwwshoppers stopcom

Acharya Institute of Technology Page 44