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Project report on to find how a consumer is loyal to shoppers stop
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www.company.com
Company LOGO
www.company.com
Loyalty survey on
shoppers stop customers
By:Avinash Naik (48)
Mayur Naliapara (49)
Pawan Pal (50)
Kanchan Parab (51)
Pooja Pardeshi (52)
Milan Pateliya (53)2
Shopper’s StopWho ? What ? When ?
Found in – 27.Oct 1991
By – K. Raheja Group (Biggest real estate Player)
Shoppers Stop is one of the leading retail stores in India
35 stores across India and 3 stores under the name Of HomeStop. - 1st store opened in 1991 in Mumbai (Andheri)
Mr. Chandru L. RahejaChairman and Non-Executive Director
3
Shopper’s StopWho ? What ? When ? Continues….
International standards adopted
Also began with specialty stores like Crossword Bookstores, Mothercare, Brio, Desi Café, Arcelia
S.S in now considered as a bench mark for Indian retail industry
4
Recent Awards & Excellence
Awards in 2010
Loyalty summit award in Jan 2010 - S.S was declared as the winner for customer & brand loyalty in “retail sector.”
Image fashion forum Jan 2010 - Most admired large format national fashion retailer & outstanding achievements in customer recognition & loyalty
5
Why this survey?
How loyal the customer is
What level of customer service is necessary for tomorrow ?Values and behavior to give excellent customer serviceDifferent types of customers with different needsSetting & managing customer expectations & perceptionsBuilding customer oriented communication skills
6
Are you a regular customer of shoppers stop? (Dichotomous)
Of-course the answer was supposed to be yes then only we took the person’s interview
1
7
How often do you visit shoppers stop for shopping?
a) Once a Month b) More than once a
Month
c) Only on festive seasons d) whenever I think of
Shopping I come to S.S
2
0.5 1 1.5 2 2.5 3 3.5 4 4.50
1
2
3
4
5
6
7
8
9
1 1
11
Series3
8
How did you come to know about the shoppers stop? (Multiple choice)
a) Tele-ads b) Road side banners
c) Existing customers d) looking at the shop itself
3
1
5 10
9
4%
36%
20%
40%
Tele-AdsRoad Side bannersExisting customersLooking at the shop itself
9
What attracts you to shoppers stop? (Multiple choice)
a) Ambience b) Variety of brand choice
c) Easy accessibility of layout d) Other Reason
4
Ambience
Variety of brand choice
Easy accessibility
Other Reasons (Frnds suggestion)
05
101520
418
42
10
How much money do you normally spend in 1 trip?
a) 500-1000 b) 1000-3000
c) 3000-5000 d) More than 5000
5
500-10001000-3000
3000-5000More than
5000
0
2
4
6
8
10
12
14
3
13
8
1
Series1
11
Do you think shoppers stop is meant for only a rich class? (Likert scale)
a) Strongly disagree b) Disagree
c) Neither agree nor disagree
d) Agree e) Strongly agree
6
Strongly disagree
Disagree Neither Nor
Agree Strongly agree
0
2
4
6
8
10
12
14
16
2
15
3 41
Series1
12
7 Kindly select the appropriate option closest to your feelings (Multiple question Likert scale)
Strongly Disagree
Somewhat Disagree
Neutral
Somewhat Agree
Strongly Agree
Shoppers stop does not have all my favorite brands
The store layout at Shoppers’ Stop makes it easy for me to find what I need
Shoppers’ Stop does not keep all the latest trendy accessories
Employees in Shoppers’ Stop do not give prompt service to customers.
Shopping at shoppers is a great experience.
Strongly disagree
Disagree Neutral Agree Strongly agree
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
5 7 3 9 1
115 4 4 1
11 8 24
0 24
14 5
3 6 11 5
Shopping at shoppers is a great experience.Employees in Shoppers’ Stop do not give prompt service to cus-tomers.Shoppers’ Stop does not keep all the latest trendy accessoriesThe store layout at Shoppers’ Stop makes it easy for me to find what I needShoppers Stop does not have all my favorite brands
13
Which of the below pics are showing the clear picture of Shoppers stop? (Picture question)
8
Best Price PromiseHospitality
0%
20%
40%
60%
80%
100%
12 13 Series1
14
How important the discount is for you? (Importance scale)
a) Extremely Imp. b) Very Imp.
c) Somewhat Imp.
d) Not very Imp. D) Not at all Imp.
9
11
62
5 1extremely imp.very imp.some what imp.not very imp.not at all imp.
15
Do you think shoppers stop really provides discounts in the season of sale?
a) Yes b) Noc) Not on all products
10
Yes
No
Not on all products
0 2 4 6 8 10 12
12
2
11
16
What is your view on the product knowledge of the staff members? (Rating Scale)
a) Excellent b) Very good
c) Good d) Fair e) Poor
11
Excellent
Fair
Poor
Good
Very Good
3 4
11 7
0
17
Are you aware of shoppers stop membership card? If yes then is it worth spending 200 Rs. as onetime fee for the same? (Dependant question)
a) Yes b) NoIf yes then
12
Out of 13 Yes only 1 person said its not worth spending 200 on the same
18
When you hear the following words, what comes to your mind first, in-relation to shoppers stop. (Word Association)
Brand variety :
Comfortness :
Customer care
service :
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Almost all Brands are available & they are satisfied with it.
Extremely Imp. and S.S has considered this factor in terms of providing services to their customers
Required and S.S is excellent at this service
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14 When I entered for the first time at
shoppers stop I expected that : Most of the people wanted to just have a look around the shop, especially the variety of brands
But: All of them were satisfied except for the once who were expecting the prices to be very lower
20
Unstructured question
15 I think this advertisement says that: the actual message behind this add is that people can wear S.S clothes at the time of presentation and also if they wear this clothes people will only look at you and they will memorize what you say….in a way they will not write anything and so they will also save the paper (social message)
Unfortunately none of their customer understood this social message with this add
21
Overall AnalysisAttraction: Variety of Brands
Target Audience: High Middle class families
Discount : Extremely important for the customers
Product Knowledge of the staff: Need to improve little bit
Advertisement: S.S need to change the way they are advertising especially
when there many meanings attached to the same.
22
Cont…It was – only a retail chain It is – Fashion & lifestyle destination
Concentration – Not only the location but also the ambience & services & it has gained a reputation in serving the customers who belong to middle & upper class
23
24
Wish u all a very happy & safe
DIWALI in advance