Amey Sankhe Section A- 46

CATCHMENT ANALYSIS AND CONSUMER BEHAVIOUR.

Home Stop , INORBIT MALL , Vashi

Promoted by the k Raheja crop group, one of leading players in real estate development and hotels. Shoppers stop operates under the departmental store format, and was one of the pioneers of the large format stores in India. Progressed from being a single brand shop to a family orientated fashion and lifestyle store.

Created a new business unit to manage its specialty businesses like crossword, mother care, home stop, f&b business and mac

To Create A Leisurely Paced Destination Store For Home Dcor With An Aesthetic Appeal Which Is Contemporary In Style, Warm And Luxurious In Ambience.

Objective of setting up Business

Target maximum customer around the area Offer Reasonable Price Achieve its maximum Sales Be the No.1 Homer Decor Shop in New Mumbai

Presence In Bangalore, Mumbai And Delhi & Navi Mumbai.

HomeStop houses some of the most reputed national and international brands under one roof.
Categories High End Crockery Premium Steel Utensils Feather Pillows And Fine Bedding Bed Linen And Furnishing Home Appliances Bathroom Linen Brands Corelle Magpie And Artinox Paradies, Germany Ivy, Fern, Portico, Maspar, Bombay Dyeing Phillips And Morphy Richards Welspun

Home Bazaar Well Home

Durian
Spaces Moms sleek Sleek Pyramid Kitchen Godrej Interio & Furnishing

To perform a Catchment Analysis for identifying customers perception about the Branded Home Dcor & Furniture sector. Understand The Target Market On The Basis Of Catchment Analysis For HomeStop

To understand customers views regarding HomeStop.

Definition:
Catchment analysis is basically a tool for area mapping of that local market to finds the locations of the competitors, customers and traffic between them, in order to quantify the sizes and potentials of that local catchment areas and market of that area as whole.

Research Process Defining the problem and research objectives Develop the research plan
Make the decision

Research Instrument
Sample Questionnaire

 SAMPLE UNIVERSE The catchment area for conducting the survey was near to store :

Vashi
Juinagar Nerul

Seawood
Kharghar

 SAMPLE SIZE Data was collected from 200 respondents .

PARAMETERS FOR CHOOSING THE SAMPLE The respondents chosen were from middle class & upper middle class based on their locality .

PRIMARY DATA
Area No. of respondent

Vashi
Juinagar Nerul Seawood Kharghar Others DATA COLLECTION TECHNIQUE face to face interview personal Contact method

80
15 50 25 25 5

 SECONDARY DATA The secondary data was collected from catalogues, magazines, records and, websites, related to retail Industry.

Questions Asked while conducting Survey Analysis

Occupation ?

80 70 60 50 40 30 20 10 0

75 49 30 20 20 6

Business man 10%

Student 10%

Others 3%

Self Employed 15%

Service 38%

House wife 24%

In the occupation wise distribution it is found that maximum respondents are from Service sector 38% followed by housewives 24%, 15% are self employed, 10% belong to business background,10% are student,3% are other backgrounds.

 Monthly Household Income ?

70 60 50 40 30 20 10 0 11 16 21 34 52 66

Rs. 10000 - Rs. 20000

Rs. 20000 - Rs. 30000

Rs. 30000 - Rs. 40000

Rs. 40000 - Rs. 50000

Rs. 50000 - Rs. 60000

Rs. 60000 & Above

This question was asked to the respondents to find their income distribution, so that we will able to target middle & upper middle class customers. 76% respondents were from selected range i.e. 40,000 & above

 Own Or Rent House ?

Generally those people who live on rental basis or on company house dont spend money on buying Home Decor & Furniture Product. So, 65% respondent lives in their own house.

Rental Basis 18% Company House 17%

Own House 65%

 Awareness of E-Commerce ?
This question was asked to find out that how many people are familiar with use of internet, so that company can decide its various promotion plan using internet as a medium of communication so as to reach to the people. Out of 200 respondents 136 do i.e. 68% use internet on regular basis.
No 32%

Yes 68%

 Where Do You Like To Shop From ?

120
100 80 60 40 20 0 High End Crockery Premium Utinsels Unbranded Shop Bed Linen Bathroom Linen Home Dcor Kitchen Appliances

Departmental stores

Shopping Malls

Designer Shop

 In this they were asked that from where were they purchased product like High end crockery, Premium utensils, Bed linen, Bathroom linen, Home Decor , Kitchen Appliances from following options Local store, Departmental stores, Shopping malls, Designer store.

48% respondents told that they purchased High end Crockery & Premium utensils from shopping malls followed by 35% from departmental stores & only 12% like to purchase it from Local shop. 49% respondents told that they would like to purchased Bed & bathroom linen from Departmental store followed by 43% from shopping malls & only 6% like to purchase it from Local shop.

 83% respondents would like to buy Home decor product from shopping mall & departmental store followed by 16% from local store. 45% respondents told that they would prefer to buy kitchen appliances from departmental store followed by 35% & 19% from shopping mall & local store respectively.

 Which Department Store Do You Visit Frequently For The Following ?

100 90 80 70 60 50 40 30 20 10

0
High End Crockery Premium Utinsels Bed Linen Bathroom Linen Home Dcor Kitchen Appliances

Once in a month

Once in 3 mths

Once in 6 mths

Once in a year

More than a year

 This question was asked to find frequency of visit of the respondents to buy product like High end crockery, Premium utensils, Bed linen, Bathroom linen, Home Decor , Kitchen Appliances from following options Local store, Departmental stores, Shopping malls, Designer store. 55% respondents told that they visit to various store between 3 to 6 months & only 60% after 6 month & more to buy High end Crockery Respondents told 75% of them visit to various store between 3 to 6 months & 16% visit after 6 month & more to buy premium utensils

 Nearly 94% respondents told that they visit to various store between 3 month to 1 year rather than once in month to buy bed & Bathroom linen product.

Nearly 67% respondents told that they visit to various store between 6 months to 1 year rather than before 6 months to buy Home Decor product.
Nearly 61% respondents told that they visit to various store after 1 year to buy kitchen appliances.

 Have You Heard Of Home Stop ?

Yes 38%

No 62%

This question was asked to the respondents to find awareness about existence of the Home Stop store in Navi Mumbai. As its newly open store, 62% people are unaware about the existence of the store.

 Would You Like To Recommend Us To Others ?

No 12%

Yes 88%

88% respondents were ready to recommend Home Stop to others & 12% were reluctant to recommend.

 Would You Like To Visit Home Stop, Vashi ?

No 15%

Yes 85%

85% were ready to visit to the Home Stop.

 With this study it is found that the customers prefer to purchase home dcor & furniture items from Departmental store & Shopping Malls as compared to Local and Designer shop During the study it was clarified that while making purchasing decision ,customers consider the factors like Proximity, Variety, Price considerably compared to Parking Space, after sales service Most people prefer to go for shopping with their spouse & children rather than Mother , Father or relatives

 Majority of the people know about Shoppers Stop but they dont know about Home Stop & also they are unaware that Home Stop is sister concern of Shoppers Stop. Majority people would like to recommend Home Stop to others but just a few of them know about Home Stop. In this study it is found that, after knowing Home Stop is sister concern of Shoppers Stop, almost all people showed their interest to visit Home Stop.

 During study it was observed that the upper middle class & upper class customers prefer to purchase branded home dcor & furniture product compared to lower class & Middle Class customer

In this study it is also found that most of the people visit the shopping mall after 3 to 6 month for specifically buying the product like High end crockery, premium steel utensils, feather pillows and fine bedding bed linen and furnishing, bathroom linen.

Majority of the people would like go to shopping malls for buying the product like High end crockery, Premium utensils rather than departmental stores, but when its comes to buy the product like Bed linen, Bathroom linen they would prefer departmental or shopping mall rather than local stores.

 Most of the people prefer to visit departmental store or Shopping malls which are nearer to their areas. So based on development of area company should open more number of stores. During study it was observed that Majority of the people have their own house in Navi Mumbai. So they dont mind spending their money purchasing Home Dcor & Furniture Product. As many of the people dont know about Home Stop, Promotional activities like Advertising, Discounts etc. has to be done on a large scale.

 As many people dont know about Home Stop along with its competitor, so company can have advantage to become pioneer in Home Dcor & Furniture sector. People often repurchase Home Dcor & furniture Products after a minimum period of 6 month, so company should expand their customer base through various promotional activities in order to maintain & maximize the profit for longer period of time. Most of the people know about Shoppers Stop, also loyal customer base of Shoppers Stop is more compared to Home Stop. If company is able to pull these customers, it can become major plus point for the Home Stop.

 If company can do tie ups with well establish interior Decorator, it would lead to new area of development for Home Stop. As these people can recommend Home Stop products to their clients. People yet dont know about international or national brand available in Home Dcor & furniture Sector, company should develop its own brand simultaneously along with expanding the business.

Presented by Amey Sankhe