Project Report on Shoppers Stop in Delhi

7/30/2019 Project Report on Shoppers Stop in Delhi

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Analysis of Customer Profile of Shoppers Stop,Garuda Mall (Bangalore).

Shoppers Stop Ltd.

Bangalore

Submitted by:

Harish


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INDEX

Sr. No. Topic Page No.

1 Introduction 1

2 Executive Summary 3

3 Statement of Objectives 5

4 About Shoppers Stop 6

5 Research Methodology 10

6 Scope and Limitations 11

7 Observation of floors & Mall 12

8 Questionnaire 17

9 Dipstick Measurement 21

10 Analysis of Questionnaire 27

11 SWOT Analysis 38

12 Conclusion 40

13 Recommendations 41

14 References 41


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Shoppers Stop Ltd.

INTRODUCTION

WHY CUSTOMERS BUY IS MORE IMPORTANT THAN

WHAT THEY BUY.

To begin recognizing customer differences , an organization must understand how its

customer can be grouped by similar needs . In other words , what are the motivatingfactors that a set of customers has in common ?

Observation , research and analysis uncover the common needs of a companys

customer groups . Once individual needs are known , automated business rules determinethe appropriate treatment and each customer gets treated according to his needs.

Demographic information often correlates with customers needs and can be effective

tool to begin analysis for targeting customer needs , but it is not the end goal .

The key is to combine the two distinguish your customers based on needs and overlaythis information with the relevant demographic information you have. This powerful

combination is the key to understanding Why customers buy your products andservices ?

Through the eyes of the fish .

One summer , two friends went fishing . They rented a canoe and ventured out into a

lake at dusk. As dusk turned to darkness one fisherman opened his tackle box and

began searching for a new lure . The other watched curiously .

Up until that moment hed been using a yellow lure. He explained, Its time to switch toa black lure.

The other fisherman had to ask , Why would you use black lure in the dark , and that

too in a black lake ?Easy, he replied. When fish look up at the surface of the water theyre looking

towards the moonlight ,and they can actually see the black lure better.

Hmmm.Now thats looking at life from the fishs perspective!

How many of us have been hooked on our own yellow lures, focused more on what wesell than on what the customer wants to buy ? How many companies think about what

makes things easier for them ( and keep using the same old lures ), rather than easier for

their cutomers?

When will we learn that the power has shifted from those who sell to those who buy ?

Customers have so many choices these days , why should they buy from you?What do you give them that no one else can ?

Do you keep up with their changing needs ?

When will we learn that we need to start looking at the world through the customers

perspective ?

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Shoppers Stop Ltd.

The customer buys your ability to do something for them . They buy a state of mind .

What is your customer buying ? Beauty? Memories? Uniqueness? Are they seeking

Convenience, prestige, safety , comfort ? Are they seeking attractiveness, intelligence ,peace of mind ? Are they buying speed , security or pleasure ?

Business through the eyes of the customer , like fishing through the eyes of the fish ,

might just yield different results .

When you shop, you aren't just shopping -- you are performing a science. From the way

you move your eyes, to what path you take through the store, even items you touch on theshelves, is all part of how each individual consumer makes a purchasing choice. A store

nowadays is usually intelligently designed with the aim to part consumers from their

hard-earned money, and how easy it is to be manipulated into spending more than was

planned.The world of retail merchandising has come a long way since the days when general

stores, that stocked everything from groceries to stationery, and small shops that sold

limited varieties of products, reigned supreme. There is a movement now from the

unorganised to the organised sector. There are now more modern retail formats such assupermarkets and malls. Several companies are setting up exclusive showrooms and large

format stores such as Shoppers Stop, Lifestyles, Westside and several others areexpanding. The whole concept of shopping has altered in terms of format and consumer

buying behaviour, ushering in a revolution in shopping in India.

So lets address the basic question of what shopping is all about in todays world?Its more than the simple, dutiful acquisition of whatever is absolutely necessary to ones

life. Its more than what we call the grab and go It involves experiencing that

portion of the world that has been deemed for sale, using our senses sight, touch, smell,

taste and hearing as the basis for choosing this or rejecting that. Its the sensory aspectof decision making process thats most intriguing because how else do we experience

anything? But its especially crucial in this context because virtually all unplanned

purchases and many planned ones too come as a result of the shopper seeing, touching,smelling or tasting something that promises pleasure, if not total fulfillment. We buy

things today more than ever based on trial and touch.

If anthropology had devoted a branch to the study of modern shoppers interacting withretail environments, including but not limited to every rack, shelf, counter and table

display of merchandise, every sign, banner, brochure, directional aid and computerized

interactive informational fixture, the entrances and exits, the windows and walls, the

elevators and escalators and stairs and ramps, the cashier lines, the counter lines andrestroom lines, and every inch of every aisle in short, every nook and cranny of the

farthest reach to the deepest penetration of the store itselfthat would be the start of the

science of shopping and customer tracking. What exactly human beings do in it, wherethey go and dont go, and by what path they go there, what they see and fail to see, or

read and decline to read, how they deal with the objects they come uponthe precise

anatomical mechanics and behavioural psychology how they shop is given in thefollowing study and report.

An insight into the psyche of the Indian shopper and his behaviour in a departmental

store like Shoppers Stop is discussed further.

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Shoppers Stop Ltd.

Executive Summary

Today, shopping is becoming more a delightful activity, then merely looking for and

buying products or offerings that satisfy ones wants. The process of acquiring these

products is all the more fascinating to many. With the retail environment undergoing a

huge metamorphosis, a customer now is more involved in the process of seeing, choosingand selecting what he wants, and this can be done at his own leisure, space and time.

Initially, shopping was known to be inherently a female activity, but as the offerings formales has also increased and people demand better lifestyles, the male shopper also takes

care about what is to be bought and after how much of examination.

Shoppers Stop, being a family store, caters to all kinds of customers and to the entirefamily. The store is frequented by shoppers of various profiles and ethnic diversities

which is a big challenge for the store.

The objective of this project was to do a analysis of Customer Profile of Shoppers Stop ,

Shipra Store. The survey helped us to know what was going on in the customers mind, a

sample was studied to know what kind of products they were looking for, if the productswere found, communication through signages and effect of displays, staff approach and

views on their shopping experience at Shoppers Stop.

The survey was done to know :

Customer profiling - Who is buying & Who is not ?

What are Customer Buying Preferences in SSL ?

What are Customer Buying Preferences in mall ?

Catch ment area for Shipra Mall.

The methodology used was : Questionnaire , interviews , survey of shipra mall & its

catch ment area , competitors .

The main customers of Shoppers Stop , Shipra Store are Customers who are in the agegroup 25 years 35 years . About 60% of them are working. The customers of Shoppers

Stop are modern urban double income group people who have the purchasing power to

spend on branded wear. The average value purchase that they do is mainly from Rs 1500-

3000.

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Shoppers Stop Ltd.

The findings of the survey throws light on the income group of the customers, the

frequency of visit etc & customers suggestions & feedback. The second survey is

conducted for understanding the customers & their views about product they are lookingfor and where will they like to shop it from.

Indian fashion consumption is fantastic today and Indian fashion designers are selling

costumes at higher average prices than even those of international designers . Bollywoodsuperstars are further seducing the consumers through direct consumption of luxuries of

various kinds.

Attitudes have changed . The attitude of people has gone from saving nature to spendingnature , from basics to lifestyle. They are spending more on luxury items , design and

quality has acquired greater significance and women are really coming out of the closet .

Overall u see women taking lead roles , becoming entrepreneurs and this leading to big

changes.

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Shoppers Stop Ltd.

Statement of Objectives

Objective: To do a analysis of Customer profile of Shoppers Stop , Garuda Store.

Sub Objective:

Profiling of the customers Who is buying & Who is not ?

To identify the Catchment Areas.

.Customer buying preferences in SSL & Garuda Mall .

Demands and feedback of customers .

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Shoppers Stop Ltd.

OUR MISSION STATEMENT :

NOTHING BUT THE BEST

OUR VISION STATEMENT :

TO BE A GLOBAL RETAILER IN INDIA

OUR SERVICE VISION STATEMENT :

ITS MAGICAL , ITS COMFORTABLE ,

ITS MY STORE

VALUES OF SHOPPERS STOP :

We will not take what is not ours .

The obligation to dissent .

We will have an environment conducive to openness.

We will have an environment for innovation.

We will have an environment for development .

We will have willingness to apologize & forgive .

We will respect our Customers rights.

We will be fair .

We will create an environment of trust.

We will be socially responsible.

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Shoppers Stop Ltd.

Vision:

To be a Global Retailer in India and Maintain No.1 position in the Indian Market in the

Department Store Category.

Positioning

Shoppers Stop is positioned as a family store delivering a complete shopping experience

defined by its mission, vision and values.

1991: Shoppers' Stop launches at Andheri

Setting up shop in 1991 with its flagship store in Andheri, Mumbai, Shoppers Stop is amember of the K. Raheja Corp. of Companies. Shoppers Stop is the first retail venture

by the K. Raheja Corp. Promoted by Mr. Chandru L. Raheja, Mr. Ravi C. Raheja and Mr.

Neel C. Raheja, the K. Raheja Corp. havebeen leaders in the construction business for

over 48 years.

With its wide range of merchandise,

exclusive shop-in-shop counters ofinternational brands and world-class

customer service, Shoppers Stop brought

international standards of shopping to the

Indian consumer providing them with aworld class shopping experience.

India 2000 & Beyond

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

(Andheri, Bandra, Chembur, Kandivli,

Mulund), Pune, Gurgaon and Kolkata,Shoppers Stop is today recognised as

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Shoppers Stop Ltd.

Indias premier shopping destination. With a customer entry of about 50,000 customers a

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

250 brands of garments and accessories, Shoppers Stop has clearly become a one stopshop for all customers.

Customer Profile

Shoppers Stops core customers represent a strong SEC A skew. They fall between theage group of 16 years to 35 years, the majority of them being families and young couples

with a monthly household income above Rs. 20000 and an annual spend of Rs.15000. A

large number of Non - Resident Indians visit the shop for ethnic clothes in theinternational environment they are accustomed to.

Range of merchandise

The stores offer a complete range of apparel and lifestyle accessories for the entirefamily. From apparel brands like Provogue, Color Plus, Arrow, Levis, Scullers, Zodiac

to cosmetic brands like Lakme, Chambor, Le Teint Ricci etc., Shoppers Stop caters to

every lifestyle need. Shoppers' Stop retails its own line of clothing namely Stop, Life ,Kashish, Vettorio Fratini and DIY. The merchandise at Shoppers Stop is sold at a quality

and price assurance backed by its guarantee stamp on every bill.

Their motto: We are responsible for the goods we sell.

Customer Rewards The First Citizen

Shoppers Stops customer loyalty program is called The First Citizen. The programoffers its members an opportunity to collect points and avail of innumerable special

benefits. Currently, Shoppers Stop has a database of over 2.5 lakh members who

contribute to nearly 50% of the total sales of Shoppers Stop.

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Shoppers Stop Ltd.

Acquisitions

The Organisation, in 2000, along with ICICI ventures also acquired the reputedbookstore, Crossword, which offers the widest range of books along with CD-ROM,

music, stationery and toys. Services like Dial-a-book, Fax-a-book and Email-a-bookenable customers to shop from their homes. Crossword currently has 18 Stores.

The IT Backbone

Realising the role of IT

way back in 1991,

Shoppers Stop wasamong the first few

retailers to use scanners

and barcodes andcompletely computerise

its operations. Today it is

one of the few stores in

India to have retail ERP inplace, which is now being

integrated with Oracle

Financials and the Arthur Planning System, the best retail planning system in the world.With the help of the ERP, they are able to replicate stores, open new stores faster and get

information about merchandise and customers online, which reduces the turnaround time

in taking quick decision.

Supply Chain Management

Understanding the importance of distribution and logistics in ensuring that merchandise

is available on the shop floors, has led Shoppers Stop to streamline its supply chain. Thecompany has developed process manuals for each part of the logistics chain. These

modules include vendor management, purchase order management, stock receiving

systems, purchase verification and inventory build up, generation and fixing of price and

store tags, dispatch of stocks to the retail floor and forwarding of bills for payment.

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Research Methodology

Primary data: The primary source of data collection was done through questionnaire.

The survey was done through structured questionnaire.

Secondary data: Secondary data on the customer profile and their buying behavior was

collected. The various sources for secondary data were Books, Magazines and Internet.

For the 1st questionnaire a sample size of 300 customers was taken, who visited the Store

and did shopping from us.

For the 2nd questionnaire a sample size of 400 customers was taken, who visited the store

and did not purchased anything from us.

The questionnaires were designed to get the information on the profile of the customers,

to understand what are the attributes that are important to the customers, their buying

behavior and preferences.

Apart from the survey of the customer, a catchments study was also done in which the

nearest property of shipra mall was studied in terms of area, Occupied / under

construction, price per sq. feet, MHI etc.

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Scope and Limitations

Scope

The report is useful as it shows the customer profile of Garuda store .

To know about the buying nature and places where it needs improvement.

The report presents the demographic profile of the customers.

The report is also useful as we come to know what is important for the customers.

Awareness of Shoppers Stop, Garuda Mall.

Limitations:

Survey during the sale period is a major limitation, as all kinds of customers were

walking in.

Customers reluctance to fill the questionnaire.

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OBSERVATIONS :

Ground floor :-

Sunglasses section with fine jewellery section

Watch section with handbags.

Impulse purchase item with ladies footwear section

Kitchen & home appliances section lacks merchandise

Pen stands hiding the thewa & in customer movement.

Almost 90% of people having shopping bags comes out from Nina Ricci left sowe can put more impulse purchase item with less price there.

First floor :

In ethnic section sofas & mannequins taking space in b/w which leads to

congestion

Silver lining on floor that leads to problem in movement

No mirror on the pillar near csd

Docker section was not organized

Cca having less knowledge about first citizen cards

Defective belts were there & giving messy look are without price tags

Role play: customer not having cash but want to purchase

First floor: cca said it can not be doneGround floor cca suggested that we will keep your merchandise for 7 days andyou can collect within this period

Towards the left of the billing counter there were 2 big hoardings which were

restricting the view of the plasma screen in C block.these hoardings are good asthey restrict CCA to look at that and help to attend the customer in a better way

In stair case good use of rope to display the product

In lift good communication is done to make the customer aware.

No signages for Black berry trousers .

Signages to small to be read . Signages not attractive . Signages are one sided .

( Suggestions : There should be hanging signages , Signages to be made more

attractive and written well and big. ) Signages for the trouser sizes should also be there .

As it is winters , so dark colored trousers are not dislplayed on top of the first

shelf rather they are on down shelves ( below the visibility of the eye.)

Nightwears and U.G are hidden.

In men suits section : the hanger was of Dennis parker & park avenue but the

suit was of Shapes , Theme ( this was misleading the Customers )

Female helper not well groomed.

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Trial Rooms Merchandise spread across.

Kids Section Wall racks stuffed with packed merchandise ignoring the

waterfalls.

Second floor :

No price tags on some merchandise ( Eg : Creative Line )

There were Trial rooms in every section this shows the strength of SSl .

Third Floor :

Lee: no informative signages on focal point about the products which weredisplayed there.

LEE cooper : Boxes were dumped on the floor . No signages about the brands .

No trial room communication .

Offer directory ( on staircase was empty )

Walls were empty can be used for Visuals or Mirrors

No signages In any browser or D-units about new arrivals , winter wear.

Signages read t-shirts from Classic polo & Gitane T-shirts were kept.

Lee CCA directed somewhere else not interesting in sale.

No communication about trial rooms.

Trial rooms were not clean.

Fixtures need to be polished. Some are worn out .

Observations about Mall :

No STD/ PCO available .

Ambulance Should always be there .

Security should always be there .

Proper lightings .

Separate gate for entrance and exit .

Lifts should be well connected .

Ampi theatre very good attraction for the people.

ATMs

Prams and wheel chair

Proper sitting arrangement inside the mall should also be there.

Wash rooms are there .

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Mall Facilities:

Parking

Separate gates for entrance & exit

Lifts are well connected with mall and parking

Ampi theater

ATM

Pram,Wheelchair

Security

Washrooms

Escalators

Proper tenant mix

Fire exits

Employees expectations:

More Growth / plan /promotion programs

Good incentive programs

Timely training & development

Friendly environment

Proper feedback process

Time to time appreciation They should feel belongingness towards organization

Profile of the Customers:

Following are the various type of customers profile:

Family.

Friends.

Foreigners

Groups(male,female.male and female)

Professionals(Working Executives and managers)

N.R.I

Catchment Area:

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Magrath road area

M.G. Road

Shivaji Nagar

Shanti Nagar

Jaya Nagar Cantonment area

Vasant Vihar

Magestic area

Malleshwaram

Marathalli

Manyata Tek

R.T. Nagar

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Why they buy:

Customers buy merchandise from shoppers Stop because they getavailability of various branded merchandise under one roof, customer service,

enviornment ,ambiance and the various service offered by the company such

as ,customer service Desk, Exchange policy, alteration etc..

Customer footfalls:

We understand customer footfall as number of customer visited the store

during a day.

On Saturday the footfall was 12500,total bill generated 1546.Therefore we can calculate conversion rate by using the formula

No of bill generated / total footfall =12.36

Total sales =2281579

Average sale per bill =1475

How they commute:

As customer comes from various places they commute by

Cars

Bikes

Scooter s

Public conveyance (Auto).

Bus.

Note: According to our observation, Friday Saturday and Sunday are the

hot days for business. And as south Ex and lajpat Nagar market remainclose on Tuesday customer traffic can be seen in shoppers stop.

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QUESTIONNAIRE

Name : _______________________________________________

Age : ________

Gender : _________

Address (Location) : ________________________________________________

01) Monthly Household Income:

Rs.10, 000 - Rs.15, 000 Rs.25, 000 - Rs.30, 000 Rs.15, 000 - Rs.20, 000

Rs.30, 000 Rs. 35,000 Rs.20, 000 - Rs.25, 000 Rs.35, 000 & above

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

Member

(Type of

membership)

Frequency

Once ina month

Once in3

Months

Once in6

Months

Once ina year

03) What do you buy/prefer to buy from Shoppers Stop?

Apparel Watch Footwear Perfumes and CosmeticsHome Furnishings Jewellery Appliances Toys

Others____________________________________

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

Ground Floor Lower Ground Floor

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05) Which of these have you visited today?

Apparel Watch Footwear Perfumes and Cosmetics Home Furnishings Jewellery Appliances Toys

Others____________________________________

06) Did you find what you were looking for? Yes No

07) What were you looking for?

__________________________________________________________________

Shopping Habits

08) Who usually accompanies you for shopping?

Spouse Children Mother Siblings RelativesFather Friends

09) What do you like to shop the most?

Clothes Accessories Shoes Jewellery Cosmetics

Others _______

10) Where would/do you normally buy the following from?

Store Name Market/Mall

Name

Reason for Preference

Casuals

Formals

Ethnic Wear

Western Wear

Perfumes &cosmetics

WatchesHome furnishings

Kitchen Appliances

Jewellery

Toys

Footwear

Others(specify)

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11) Which departmental store do you frequently visit for the following?

Article Store Name

Frequency Average s

per visOnce ina month

Once in3

Months

Once in6

months

Once ina year

Morethan one

year

Apparels

Watch

Shoe

Perfumes &

cosmetics

Electronic items

Home furnishings

12)

A. Why do you go to following stores?

Name of Store

Proximity

(Time /

Convenienc

e)

Facilities

(Car park /

A/c

/

Ambience)

Variety

Price Custome

r

Service

Others

(Specif

y)Bran

dStyle

Shoppers Stop

GlobusWest Side

Pantaloons

Wills Lifestyle

Others(specify)

B Which is the single most critical factor?

Proximity AmbienceEverything under one roof Variety

Refund, Exchange policy PriceCaf Customer Service

Parking Space Others

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13) Are you a member/frequent visitor to any of the following stores?

Store Name

Member

(Type of

membership)

Visitor

Frequency Averag

Spend

Per visi

Once in

amonth

Once in

3Months

Once in

6Months

Once in

a year

Shoppers Stop

Globus

West Side

Pantaloons

Wills Lifestyle

Others(specify)

14) Would you recommend us to others? Yes No

Why?

_______________________________________________________________________

_______________________________________________________________________

_________________________________________________

15) Would you visit us again? Yes No

16) Your recommendations for us :

_______________________________________________________________________

______________________

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DIPSTICK MEASUREMENT

Pie chart 1

Male : 1357

Female : 1505

Kids : 138

Total : 3000

1357

45%

1505

50%

138

5%

MALE

FEMALE

KIDS

Chart 1 : Male , Female & Kids Ratio .

The Above graph shows that we have more female visitors than the male.

50 % were female .

45 % were Male .

5 % were Kids .

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AGE GROUPS :

0 -- 10 103

10 -- 20 31720 -- 30 870

30 -- 40 960

40 -- 50 605

50 -- 60 10060 -- 70 45

103 317

870

960

605

100

45

0 -- 10

10 -- 20

20 -- 30

30 -- 40

40 -- 50

50 -- 60

60 -- 70

Chart 2 : Age Group .

The above graph shows that the age group between 30 40 yrs. is mostly seen and

age group 60 70 yrs. is less seen. The group that is seen second is 20 30 yrs.

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Family size :

1 * 40 = 40

2 * 400 = 800

3 * 300 = 9004 * 200 = 800

5 * 50 = 250

6 * 30 = 180

7 * 02 = 148 * 02 = 16

TOTAL = 3000

3% 6%8%

11%

14%

17%

19%

22%

1

2

3

4

5

6

7

8

Chart 3 : Family Size .

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Brigade Road

If you are looking for the best place to go shopping in Bangalore,

there is no better choice than Brigade Road. If you are totally into

branded stuff, then Lee, Van Heusen, Raymonds, Adidas andReebok showrooms are likely to tempt you to swipe your cards.

Furthermore, with street stalls selling funky clothes and junk

jewelry, Brigade Road indeed tots up as every shopaholics favoritedestination. Shopping in Brigade isnt just confined to funky denims

and stylish apparels. On your visit to this place, you are likely to find a number of handicraft

emporiums selling ethnic printed fabrics, antique jewelry, wooden furniture etc. Apart fromshops and boutiques, Brigade road houses malls like Fifth Avenue and Mota Royal Arcade,

which are worth exploring.

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Commercial Street

Commercial Street in Bangalore is one of the busiest and mostpopular shopping destinations. People flock to Commercial Street to

get the best deals at the lowest price. As you walk down the maze ofstreets, you can find a string of shops selling clothes, jewelry, shoes,

novelties, sports goods etc. With all these and more to its name,

there is no better shopping area in the entire city of Bangalore thanCommercial Street. However, dont forget to bargain here or else

you might end up paying ten times the actual price. If you are a sworn shopaholic, then

Commercial Street is a must-visit place for you.

M.G. Road

M.G. Road, one of the busiest commercial areas in Bangalore, is a

must try shopping destination for every tourist. This shopping area,replete with colonial charm, is flooded with number of branded

shops, which are crowded on almost all days of week. For women

there are shops like Deepam Silks and Prasiddi, which houses the

best collection of silk saris. Some of the other popular destinationsof M.G. Road are Kids Kemp, Cavery Arts and Crafts Emporium

etc. With an unmatched collection of goods and wide range of materials, M.G. Road tots up asa popular shopping destination in Bangalore.

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Chickpet

Chickpet, one of the oldest shopping areas in Bangalore, has a

glorifying history of nearly 400 years. If you are looking to buy sarisat an affordable rate, then Chickpet is the best place to shop. Along

with sarees, Chickpet is also popular for gold and silver jewelry.

Even though this commercial area is narrow and crowded,Bangaloreans still love to shop here to get the best at a reasonable

price.

Majestic

If you are good in bargaining then there is no better place to shop

then Majestic. Here you will really come across many great things at

a much lower price. Most of the shops here sell local goodsincluding watches, clothes, shoes, electronic goods, jewelries,

accessories etc. Other popular markets near majestic are Burma

Bazaar and Hongkong Market, which are famous for importedperfumes, bags, accessories and electronic goods.

Shopping Malls UB City Shopping Mall

India's first luxury retail shopping mall, UB City: The Collection.Partnered with Dr. Vijay Mallya of United Breweries, the mall will

provide the consumer with a beautifully designed Venetian

ambience and 125,000 square feet of luxury shopping and eating to

indulge in.

Address: Vittal Mallya Rd

Mallya Road

Bangalore 560001

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Shopping Malls Shoppers Stop

Shoppersstop offers a truly remarkable shopping experience . With

an unparalleled assortment of the leading international and nationalbrands in mens clothing, womens apparel, and kids clothes; gifts andfashion accessories like ladies watches, mens watches, artificial

jewellery, fine jewelry, handbags, fragrances, cosmetics, footwear;

home furnishing and decor products,Our customer centricity and

relentless pursuit to set new benchmarks in retail has made us theleading chain of department stores in India.

Address: Ground Floor, NS Palya, Bannerghatta Road ,Bangalore- 560076 , Karnataka

Landmark: Near Jayadeva HospitalPhone:(080) 43400400 , (080) 43400404 | 9741105820 , 9886083624

Shopping Malls LifeStyle Mall

A lifestyle center is a shopping center or mixed-used commercialdevelopment that combines the traditional retail functions of a

shopping mall with leisure amenities oriented towards upscaleconsumers.

Address: Adarsh Opus

W-76, Door # 1, Campbell Road, Austin Town

Bangalore - 560 047

Tel: +91-80-25564555.

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Shopping Malls Forum Mall

It is one of the best shopping malls in Bangalore. It is located in

Hosur Main Road, Koramangala. This is the largest shopping mallof Bangalore. The international brands like Swarovski Crystals,Tommy Hilfiger to traditional Indian Khadi is available at this

shopping mall. This shopping mall covers an area of 6.5 lakh square

feet. It houses PVR cinemas, Cafe Coffee Day, British style pub and

many other services.

Address: Hosur Road, Adugodi,Bengaluru.

Phone: 09341 116822.

Website: www.theforumexperience.com

Shopping Malls Mantri Square Mall

Mantri Square Mall is a retail development from the house of Mantri

Developers. The mall,spread over 1.3 Million Sq Ft and having aGross Lettable Area of 9.30 Lakh Sq Ft (Highest in India as on date)

is located on Sampige road in Malleswaram. The only mall in

Bangalore to have 5 departmental stores under one roof. 6 FineDining Restaurants, Bangalore's First Open Bar. A 6 theater

multiplex including 1 Gold Class Screen to be operated by Inox.

Address: Sampige Road, Malleswarm,Bangalore.

Phone: 080 30160000.

Website: www.mantrisquare.com

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Shopping Malls Garuda Mall

This is one of the major shopping malls in Bangalore. It is situated

in the corner of the McGrath and Commissariat Roads in Bangalore.Garuda Mall is the second largest and the newest shopping mall inBangalore. The size of the shopping mall is about 300,000 sq ft.

This mall has all the items you wish to buy and also a host of other

services.

Address: Magrath Road, AshokNagar,

Bengaluru .

Phone: 8056641100.

Shopping Malls Bangalore Central

This shopping mall is like a large department store with separateretailers. It is a one stop destination for those who simply love to

hang out in the shopping malls. Visit this shopping mall to buy the

desired item and satisfy your whims of shopping.

Address: 47/48,Victoria Embassy,Residency Road , Bangalore.

Phone: 66930100

Shopping Malls Safina Plaza

This destination offers a sale every week. It may be men's wear or

home furnishings. You can also find retailers like Titan, Lee Jeansetc. This shopping mall is less crowded in compare to the other

malls. Visit this shopping mall during season sales or festivals.

Address : 84/85, Infantry Road , Bangalore.

Phone : 25598882.

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Shopping Malls Gopalan Innovation Mall

If you get tired by shopping from store to store then this mall is the

most preferred destination. You can get a variety of stores under oneroof in this shopping mall. This mall is located near 5, RichmondRoad , Bangalore.

Address: Jaydeva Hospital Circle,Bannerghatta Road , Bangalore.

Phone: 080 65336764 .

Website: www.gopalanmall.com

Shopping Malls Sigma Mall

This shopping mall has a size of about 120,000 sq ft . It is situated

near Cunningham Road , Bangalore . It is one of the most famoushangouts in Bangalore . Fun Cinemas multiplex is in the Sigma

shopping mall . This mall promises complete fun.

Address: Cunningham Road, Vasanth Nagar,

Bengaluru.

Phone: 080 6612 1000.

Shopping Malls EVA Mall

The flower-embossed Eva Mall stocks shoes, accessories, clothes,

and swimwear for women. The mall has a great coffee shop on the

ground floor, and shares space with Croma, a utilities, appliancesand electronics store where the floor assistants are extremely

knowledgeable about all their products, and very helpful as well.

FabIndia has opened its furniture and linen range here, and the topfloor houses great food in the form of BJN Groups Masala Cafe,

Aromas of China, and the lounge bar, Vaayu.

Address: 60, Brigade Road , Bangalore.

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Phone: 080 41118466.

Shopping Malls Total Mall

Bag a bargain at the hypermarket, shop for brands at the retail mall

and savour an exciting meal at the themed restaurants under one

roof at Total. A smart combination of brand showrooms, restaurantsand the hypermarket make for a Total one-stop shop. Watch out for

the super saver offers on household needs like groceries, self-care

products and electronics they are great value for money. Brandoutlets include Reebok, Spykar and Peter England, among others.

Address: Madiwala Commercial Plaza,

Junction Of Hosur Road,

Madiwala ,Bangalore.

Phone:080 41559262.

Phoenix Market City

Phoenix Market City is all set to transform the shopping & leisurebehaviour of Bangaloreans with this world-class shopping centre -

One that has never been seen or experienced anywhere in Bangalore

before. Spread across 1.4 million sq. ft. Phoenix Market City offers

a lavish spread of shopping & entertainment. In short, PhoenixMarket City is set to emerge as the center of ultimate indulgence for

Bangaloreans.

Mall timings

11:00 hrs to 21:30 hrs* (Weekdays)

10:30 hrs to 22:00 hrs* (Weekend & Public Holidays)

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Address: Mahadevapura,

Whitefield Road, (Between HP office and Brigade Metropolis),Bangalore - 560 048.

Phone:080 6726 6111 / 333.

Website : http://www.phoenixmarketcitybangalore.com

Orion Mall

The Orion Mall at Brigade Gateway Malleswaram - Rajajinagar is

Bangalore's first lifestyle enclave. Bangalores largest mall enjoys a

remarkable setting: in the beautiful, 40-acre Brigade GatewayLifestyle Enclave. The enclave offers: a central location, rich

catchment area, easy access and connectivity, ample parking, the

latest international inputs in architecture, infrastructure, design andambience; well-demarcated zones for residential, educational,

business, health, leisure and retail purposes. The Gateway Enclave Summary link on the right

will tell you more about this iconic enclave.

Mall timings

11:00 hrs to 21:30 hrs* (Weekdays)

10:30 hrs to 22:00 hrs* (Weekend & Public Holidays)

Address: Malleswaram

Phone:080 41808800.

Website : http://www.orionmalls.com/

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1 MG Road

MG One Mall - ?1MG ROAD is an iconic, new age, downtown high

street shopping centre, located in the heart of Bangalore, on TrinityCircle, MG Road. Located inside walking distance from some of thecitys best 5-star hotels such as Taj Residency, The Oberoi, Park

Hotel & Hotel Ista, it is positioned as a premium, high energy, urban

retail centre for the affluent Bangalorean and visitors to the city. The

design is unique, in that it offers its occupiers huge, highly visiblestorefronts, straightforward access and great branding possibilities.

Mall timings

10:00 AM to 10:30 PM

Address: 1/2, Swami Vivekanand Road,Trinity Circle, MG Road, Bangalore

Phone:22086570, 22086571, 22086572, 22086565

Website :

Catchment Area for Shoppers Stop. Garuda mall.

Delhi :

Anand vihar 170

Vasant kunj 18

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Mayur Vihar 115

vasant Vihar 4

Rohini 11laxmi Nagar 125

Vivek Vihar 55

Patparganj 430Lajpat Nagar 10

West Delhi 5

Dwarka 4South Ex 4

Shadara 6

Pitampura 6

Ghaziabad :

Vijay nagar 38Mohan nagar 20

Shipra suncity 203

Indirapuram 250Vaishali 96

vasundra 90

kavi nagar 33

Kaushambi 250Govind

puram 78

suraj nagar 41Gandhi nagar 42

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38

20

203

25096

90

33

250

78

41 42

Vijay nagar

Mohan nagar

Shipra suncity

Indirapuram

Vaishali

vasundra

kavi nagar

Kaushambi

Govind puram

suraj nagar

Gandhi nagar

ANALYSIS OF QUESTIONNAIRE :

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MONTHLY HOUSEHOLD INCO

3%

7%

13%

20%

27%

30%

10,000 - 15,00

15,000 - 20,00

20,000 - 25,00

25,000 - 30,00

30,000 - 35,00

35,000 & abov

In the above graph

MHI RESPONSE

10,000 - 15,000 10

15,000 - 20,000 20

20,000 - 25,000 40

25,000 - 30,000 60

30,000 - 35,000 80

35,000 & above 90

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TYPE OF MEMBERSHIP

37%

12%

2%

49%

CLASSIC CARD

SILVER CARD

GOLD CARD

NOT MEMBER

The above graph shows that 49 % of the people who were surveyed were not members

with us .Rest 37 % were Classic cards ,

12 % were Silver

and the remaining 2 % were gold card members .

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Frequency of visit at shoppers' sto

30%

54%

13% 3%Once in a month

Once in 3 month

Once in 6 month

Once in a year

The above graph shows the Frequency of visit at shoppers stop:

54 % visited once in 3 months .

30 % visited once in a month

13 % visited once in 6 months.

3 % visited once in a year .

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Buying Preference from Shoppers'

stop

58%

2%

6%

10%

10%

8%

4%

2%

Apparel

Watch

Footwear

Perfumes &CosmeticsHome furnishings

Jewellery

Appliances

Toys

The above graph shows the buying preference from Shoppers Stop.

58 % preferred Apparels.

10 % preferred Home furnishings

8 % preferred jewellery.

4 % preferred Appliances.

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Floors Visited at Shoppers' Stop

43%

20%

37%

Ground Floor

Lower Ground

Floor

Both

The above graph shows the floors visited at shoppers stop :

37 % visited both floors .

43 % visited ground floor .

20 % visited lower ground floor.

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Got what you were looking for.

YES

70%

NO

30%

YES

NO

The above graph shows whether people found what they were looking for .

70 % found what they were looking for.

30 % did not found what they were looking for .

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Who Accompanies to Shopping?

35%

10%

22%

1%

2%

7%

23%SPOUSE

CHILDREN

MOTHER

SIBLINGS

RELATIVES

FATHER

FRIENDS

The above graph shows with whom the people preferred to shop.

35 % preferred their spouse.

22 % wished to be accompanied with their mothers.

23 % wanted their friends to come with them.

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What Customer wants to shop most ?

57%

13%

10%

17%

3%

CLOTHES

ACCESSORIES

SHOES

JEWELLERY

COSMETICS

The above graph shows what customer like to shop most

57 % voted for clothes

13 % voted for accessories

17 % for jewellery.

10 % voted for footwear.

3 % for Cosmetics.

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AVERAGE SPEND PER VISIT

15%

25%

12%12%

24%

12%

APPARELS

WATCH

SHOE

PERFUMES &

COSMETICS

ELECTRONIC

ITEMS

HOMEFURNISHINGS

The above graph shows the average spend per visit .

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SINGLE MOST FACTOR FOR VISIT

27%

39%2%

0%

7%

0%

10%

2%13%

PROXIMITY

EVERYTHINGUNDER ONEROOFREFUND,EXCHANGE POLICY

CAF

PARKING SPACE

AMBIENCE

VARIETY

The above graph shows the factors for the visit.

39 % voted for Parking space

27 % voted for Proximity.

10 % for variety.

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RECOMMEND TO OTHE

30 0

00

10 0

20 0

30 0

40 0

Y E S NO

The above graph shows whether the customer will recommend us to others .

The total sample was in favour for recommending us to others.

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SWOT ANALYSIS OF SHOPPERS STOP ,

SHIPRA MALL

STRENGTHS WEAKNESSES

Long known established name, trusted

by many

Support of the Raheja Group

Capability to open several outlets to

depict size and enhance convenience

for potential customers

Large portfolio of brands and variety of

products catering to all. For the

family, and all age groups

The aesthetic and spacious look of thestore like those of malls abroad satisfies

and enlivens the shopper

We have independent stores of most

brands we keep inside our store.

Mass catering reduces variety due to

space constraints

Low footfalls and also low conversion

rate.

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OPPORTUNITIES THREATS

Shopper's Stop located as part of a huge

mall attracts larger crowd, morefootfalls, more browsing and therefore

higher sales

A strong Loyalty program (FirstCitizen) increases base of loyal

customers, building confidence and

trust

The store is more spacious in terms of

layout and design, therefore enhancedbrowsing and reduced efforts and strain

of visiting many floors. Moreover,

clearer vision of merchandise and

displays influences purchases

Customer has a lot of choice and has

the ease and comfort of comparing andmaking selections among various

products and brands all under one roof

before making a purchase

Immense parking space availability

lessens problems of commuting.

Engulfed by competition from Globus

and other independent outlets of brandsstocked by Shopper's Stop (E.g. Zodiac,

Pepe, Levis, Provogue, etc.). Therefore,

probable loss of potential customers.

Unavailability of sizes, types, variety

may lead to loss of sales. Moreover,

availability of demanded items in mallmay lead to loss of faith in Shopper's

Stop

The vastness of each floor may cause

problems in locating certain

merchandise and lead to confusionespecially to a first time visitor to the

store

.

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CONCLUSION

The Indian shopper today, is more well-informed, knowledgeable about what the market

has to offer in terms of products, variety and pricing. He generally likes to compare withneighbouring shops before making a purchase. Therefore, a Shoppers Stop in a mall

setup poses a big challenge in getting serious shoppers and then making a sale. With

competition flanking all sides of the store, the challenge of retaining potential customersis quite a task.

Therefore, the most important thing, is to engage the shopper and involve him in the

shopping experience. This can be best done by giving the shopper exactly what he wants

and how he wants it.Our Shipra Store has a catchment that covers Shipra Sun City , Gaur Green City

,Parsvanath, Amrapali , Jaipuria , Krishna Apra, etc .

Around 60 % of area is occupied and the remaining 40 % is Under construction .

The Average Price per sq. feet is Rs. 2000 2500 .It is observed that both Husband and wife are working members .

The maximum monthly Household income of the residents is 40,000 45,000 , and theminimum Monthly household Income is 25,000 30,000.

The Rent for these apartments is Rs. 5000 8000.

General customer profile :

Gender: Approx 55% of the respondents were males and 45% were female.

Age: 59% of the respondents were of the age group 25-35 and 38% were in the age group

20-25years.

Occupation: out of the male respondents 78% were salaried ,15 % were into business, 7 % were students .

Out of the female respondents 66% of them were salaried, 21% are into business. 13%

were housewives .As customer comes from various places they commute by Cars,Bikes,Scooter,Public

conveyance (Auto).,Bus.

However, it is to be noted, that as the mall becomes more operational and as shoppers

become more acquainted with the setup, offerings and whereabouts of what is where,

external environment in the mall, will influence buying and browsing patterns to a large

extent.The only other way to retain and get back customers over and over again wouldbe by incorporating a very strong Loyalty Programand reinforcing it by constantly

devising more exciting offers for loyal members. Loyal members need to be made to feel

like they are an integral part of the store. (ownership factor) The advantage of doingthis especially in a mall environment, would be that it would play on the psyche of the

shopper to buy a product from Shoppers Stop, although substitutes would be available in

the mall. Moreover, as according to Paretos principle, 80% of revenues/sales arebrought by 20% of your customers.

.

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Recommendations

We should have more Mens Accessories like Leather Organisers, Laptop bags ,

Suitcases. Electronic Goods like Mobile phones Digital Camera ,Music Systems.

We should have a good Sarees Collection .

Accessories for Youth ( Funky bags , Junk Jewelry , Caps )

There can be a Youth Section ( Like Punk , Metal )

We should have more Kids Accessories like Prams , Jhullas , Infant products )

Party Wear Designer Clothes

Arrangements for seating for elderly ladies and others can be made to increase the

average time spent by the customers, which can increase sales.

Plasma screen that holds and attract the people

Mobile charging facility

REFERENCES

Books:

Why We Buy Paco Underhill

Malhotra Naresh, Market Research, Person Education, 4th Edition.

Magazines:

KPMG journal ( 2005 )

Images Retail , January 2005 .

Website:

www shoppersstop com
http://www.shoppersstop.com/http://www.shoppersstop.com/

Project Report on Shoppers Stop in Delhi

Documents

Transcript of Project Report on Shoppers Stop in Delhi