7/30/2019 Project Report on Shoppers Stop in Delhi
1/52
Analysis of Customer Profile of Shoppers Stop,Garuda Mall (Bangalore).
Shoppers Stop Ltd.
Bangalore
Submitted by:
Harish
7/30/2019 Project Report on Shoppers Stop in Delhi
2/52
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
7/30/2019 Project Report on Shoppers Stop in Delhi
3/52
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 ?
1
7/30/2019 Project Report on Shoppers Stop in Delhi
4/52
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.
2
7/30/2019 Project Report on Shoppers Stop in Delhi
5/52
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.
3
7/30/2019 Project Report on Shoppers Stop in Delhi
6/52
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.
4
7/30/2019 Project Report on Shoppers Stop in Delhi
7/52
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 .
5
7/30/2019 Project Report on Shoppers Stop in Delhi
8/52
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.
6
7/30/2019 Project Report on Shoppers Stop in Delhi
9/52
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
7
7/30/2019 Project Report on Shoppers Stop in Delhi
10/52
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.
8
7/30/2019 Project Report on Shoppers Stop in Delhi
11/52
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.
9
7/30/2019 Project Report on Shoppers Stop in Delhi
12/52
Shoppers Stop Ltd.
Research Methodology
Primary data: The primary source of data collection was done through questionnaire.
The survey was done through structured questionnaire.
Secondary data: Secondary data on the customer profile and their buying behavior was
collected. The various sources for secondary data were Books, Magazines and Internet.
For the 1st questionnaire a sample size of 300 customers was taken, who visited the Store
and did shopping from us.
For the 2nd questionnaire a sample size of 400 customers was taken, who visited the store
and did not purchased anything from us.
The questionnaires were designed to get the information on the profile of the customers,
to understand what are the attributes that are important to the customers, their buying
behavior and preferences.
Apart from the survey of the customer, a catchments study was also done in which the
nearest property of shipra mall was studied in terms of area, Occupied / under
construction, price per sq. feet, MHI etc.
10
7/30/2019 Project Report on Shoppers Stop in Delhi
13/52
Shoppers Stop Ltd.
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.
11
7/30/2019 Project Report on Shoppers Stop in Delhi
14/52
Shoppers Stop Ltd.
OBSERVATIONS :
Ground floor :-
Sunglasses section with fine jewellery section
Watch section with handbags.
Impulse purchase item with ladies footwear section
Kitchen & home appliances section lacks merchandise
Pen stands hiding the thewa & in customer movement.
Almost 90% of people having shopping bags comes out from Nina Ricci left 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.
12
7/30/2019 Project Report on Shoppers Stop in Delhi
15/52
Shoppers Stop Ltd.
Trial Rooms Merchandise spread across.
Kids Section Wall racks stuffed with packed merchandise ignoring the
waterfalls.
Second floor :
No price tags on some merchandise ( Eg : Creative Line )
There were Trial rooms in every section this shows the strength of SSl .
Third Floor :
Lee: no informative signages on focal point about the products which 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 .
13
7/30/2019 Project Report on Shoppers Stop in Delhi
16/52
Shoppers Stop Ltd.
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:
14
7/30/2019 Project Report on Shoppers Stop in Delhi
17/52
Shoppers Stop Ltd.
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
15
7/30/2019 Project Report on Shoppers Stop in Delhi
18/52
Shoppers Stop Ltd.
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.
16
7/30/2019 Project Report on Shoppers Stop in Delhi
19/52
Shoppers Stop Ltd.
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
17
7/30/2019 Project Report on Shoppers Stop in Delhi
20/52
Shoppers Stop Ltd.
05) Which of these have you visited today?
Apparel Watch Footwear Perfumes and Cosmetics Home Furnishings Jewellery Appliances Toys
Others____________________________________
06) Did you find what you were looking for? Yes No
07) What were you looking for?
__________________________________________________________________
Shopping Habits
08) Who usually accompanies you for shopping?
Spouse Children Mother 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)
18
7/30/2019 Project Report on Shoppers Stop in Delhi
21/52
Shoppers Stop Ltd.
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
19
7/30/2019 Project Report on Shoppers Stop in Delhi
22/52
Shoppers Stop Ltd.
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 :
_______________________________________________________________________
______________________
20
7/30/2019 Project Report on Shoppers Stop in Delhi
23/52
Shoppers Stop Ltd.
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 .
21
7/30/2019 Project Report on Shoppers Stop in Delhi
24/52
Shoppers Stop Ltd.
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.
22
7/30/2019 Project Report on Shoppers Stop in Delhi
25/52
Shoppers Stop Ltd.
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 .
23
7/30/2019 Project Report on Shoppers Stop in Delhi
26/52
Shoppers Stop Ltd.
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.
24
7/30/2019 Project Report on Shoppers Stop in Delhi
27/52
Shoppers Stop Ltd.
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.
25
7/30/2019 Project Report on Shoppers Stop in Delhi
28/52
Shoppers Stop Ltd.
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
26
7/30/2019 Project Report on Shoppers Stop in Delhi
29/52
Shoppers Stop Ltd.
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.
27
7/30/2019 Project Report on Shoppers Stop in Delhi
30/52
Shoppers Stop Ltd.
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
28
http://www.theforumexperience.com/http://www.theforumexperience.com/http://www.mantrisquare.com/http://www.mantrisquare.com/http://www.theforumexperience.com/7/30/2019 Project Report on Shoppers Stop in Delhi
31/52
Shoppers Stop Ltd.
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.
29
7/30/2019 Project Report on Shoppers Stop in Delhi
32/52
Shoppers Stop Ltd.
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.
30
http://www.gopalanmall.com/http://www.gopalanmall.com/7/30/2019 Project Report on Shoppers Stop in Delhi
33/52
Shoppers Stop Ltd.
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)
31
7/30/2019 Project Report on Shoppers Stop in Delhi
34/52
Shoppers Stop Ltd.
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/
32
http://www.phoenixmarketcitybangalore.com/http://www.orionmalls.com/http://www.phoenixmarketcitybangalore.com/http://www.orionmalls.com/7/30/2019 Project Report on Shoppers Stop in Delhi
35/52
Shoppers Stop Ltd.
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
33
7/30/2019 Project Report on Shoppers Stop in Delhi
36/52
Shoppers Stop Ltd.
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
34
7/30/2019 Project Report on Shoppers Stop in Delhi
37/52
Shoppers Stop Ltd.
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 :
35
7/30/2019 Project Report on Shoppers Stop in Delhi
38/52
Shoppers Stop Ltd.
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
36
7/30/2019 Project Report on Shoppers Stop in Delhi
39/52
Shoppers Stop Ltd.
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 .
37
7/30/2019 Project Report on Shoppers Stop in Delhi
40/52
Shoppers Stop Ltd.
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 .
38
7/30/2019 Project Report on Shoppers Stop in Delhi
41/52
Shoppers Stop Ltd.
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.
39
7/30/2019 Project Report on Shoppers Stop in Delhi
42/52
Shoppers Stop Ltd.
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.
40
7/30/2019 Project Report on Shoppers Stop in Delhi
43/52
Shoppers Stop Ltd.
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 .
41
7/30/2019 Project Report on Shoppers Stop in Delhi
44/52
Shoppers Stop Ltd.
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.
42
7/30/2019 Project Report on Shoppers Stop in Delhi
45/52
Shoppers Stop Ltd.
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.
43
7/30/2019 Project Report on Shoppers Stop in Delhi
46/52
Shoppers Stop Ltd.
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 .
44
7/30/2019 Project Report on Shoppers Stop in Delhi
47/52
Shoppers Stop Ltd.
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.
45
7/30/2019 Project Report on Shoppers Stop in Delhi
48/52
Shoppers Stop Ltd.
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.
46
7/30/2019 Project Report on Shoppers Stop in Delhi
49/52
Shoppers Stop Ltd.
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.
47
7/30/2019 Project Report on Shoppers Stop in Delhi
50/52
Shoppers Stop Ltd.
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
.
48
7/30/2019 Project Report on Shoppers Stop in Delhi
51/52
Shoppers Stop Ltd.
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.
.
49
7/30/2019 Project Report on Shoppers Stop in Delhi
52/52
Shoppers Stop Ltd.
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/Recommended