ABSTRACT

This study is intended to help HomeStop to decide upon the steps to be taken
for identifying target customer & therefore creating awareness programs for
attracting customer to store so that the growth of the Store keeps on
improving.

This study is an attempt to Understand the Perception about The Branded

Home Décor & Furniture & On The Basis Of Perceptual Mapping
Targeting the Market segment for attracting customer to HomeStop, Vashi
The area where research is conducted is Vashi,
Juinagar,Nerul,Seawood,Kharghar

Primary data have been used for analysis. However, secondary source have
yielded preliminary information. Research conducted was descriptive in
nature. Descriptive research helped me to develop the concept to clearly
establish priorities, to divulge adequate information which helps me in
decision making and thus essential for making the study a success.

A structured questionnaire was used to obtain required information and to

understand the Perception about The Branded Home Décor & Furniture and
to find the ways through which the company can come up to the expectation
of customer so that more number of customers are attracted towards store.
I have used selected sampling for my survey. Care was taken that the
respondents were from middle & upper middle class.
A sample size of 200 respondents was taken from various parts of Navi
Mumbai. I collected data and analyzed them. I have critically analyzed each
and every question in the questionnaire and then given the managerial
implication. This analyzed data was later converted into bar diagrams for
convenience. This also made it easy to draw a conclusion based research and
provide a presentable format for the report. Later on the information were
compiled to form a presentable report.

A better strategy to satisfy customer is only the way to gain customer

attention and to penetrate more in own catchment area. Strategy must be in
all area like Promotional offer/Scheme, Product Pricing, Employee behavior,
Billing Process, Product Assortment, Product quality in terms of RATER.
It is found in the research that customer’s gives priorities to factor like
proximity, variety, price for Home Décor & Furniture product hence
HomeStop should come up with various Price & Product Strategies to attract
new & hold existing customers.

Last but not least Navi Mumbai is rapidly developing city from
infrastructure, economic, social & industrial point of view. Lots of real
estate projects are on the finishing path. So, demand for branded Home &
office Furniture is expected to increase at much faster pace. Also thinking
and attitude of customers is changing towards branded Home Décor &
Furniture product. So the concept of retail that is Touch and Feel the
product is properly applied it would ultimately benefit HomeStop.

2
INTRODUCTION
When man started to cultivate and harvest the land, he would occasionally
find himself with a surplus of goods. Once the needs of his family and local
community were met, he would attempt to trade his goods for different
goods produced elsewhere. Thus markets were formed. These early efforts
to swap goods developed into more formal gatherings. When a producer
who had a surplus could not find another producer with suitable products to
swap, he may have allowed others to owe him goods. Thus early credit terms
would have been developed. This would have led to symbolic
representations of such debts in the form of valuable items (such as
gemstones or beads), and eventually money.

HOW RETAIL DEVELOPED

PEDDLERS AND PRODUCERS:

The Retail Trade is rooted in two groups, the peddlers and producers.
Peddlers tended to be opportunistic in their choice of stock and customer.
They would purchase any goods that they thought they could sell for a
profit. Producers were interested in selling goods that they had produced.

EARLY MARKETS:

Over time, producers would have seen value in deliberately over-producing

in order to profit from selling these goods. Merchants would also have begun
to appear. They would travel from village to village, purchasing these goods
and selling them for a profit. Over time, both producers and merchants,
would regularly take their goods to one selling place in the centre of the
community. Thus, regular markets appeared.The First Shop : Eventually,
markets would become permanent fixtures i.e. shops. These shops along

3
with the logistics required to get the goods to them were, the start of the
Retail Trade.

THE BIRTH OF DISTANCE RETAILING:

Defined as sales of goods between two distant parties where the deliverer
has no direct interest in the transaction, the earliest instances of distance
retailing probably coincided with the first regular delivery or postal services.
Such services would have started in earnest once man had learned how to
ride a camel, horse etc.

When individuals or groups left their community and settled elsewhere,

some missed foodstuffs and other goods that were only available in their
birthplace. They arranged for some of these goods to be sent to them. Others
in their newly adopted community enjoyed these goods and demand grew.
Similarly, new settlers discovered goods in their new surroundings that they
dispatched back to their birthplace, and once again, demand grew. This soon
turned into a regular trade. Although such trading routes expanded mainly
through the growth of traveling salesmen and then wholesalers, there were
still instances where individuals purchased goods at long distance for their
own use. A second reason that distance selling increased was through war.
As armies marched through territories, they laid down communication lines
stretching from their home base to the front. As well as garnering goods
from whichever locality they found themselves in, they would have also
taken advantage of the lines of communication to order goods from home.

ORIGINS OF RETAIL

It is likely that, as markets became more permanent fixtures they evolved

into shops. Although advantageous in many respects, this removed the

4
mobility that a peddler or traveling merchant may still have enjoyed. For
some shopkeepers, it made sense to obtain extra stock and open up another
shop, most probably operated by another family member. This would
recover business from peddlers and create new business and the greater
volume would allow the shopkeeper to strike a better deal with suppliers.
Thus the retail chain would have started. Its thought that this process would
have started in china over 2200 years ago with a chain of shops owned by a
trader called Lo Kass.

THE FIRST SELF-SERVICE STORE:

This all changed in 1915 when Albert Gerrard opened the Groceteria in Los
Angeles, the first documented self-service store. This was soon followed a
year later by the Piggly Wiggly® self-service store, founded by Clarence
Saunders in Tennessee in the U.S.

GROWTH:

This new type of shopping was more efficient and many customers preferred
it. Although personal service stores remain to this day, this new concept
started a rapid growth of self-service stores in the United States. Other
countries were slow to take up the idea, but there has been a steady rise in
the global amount of self-service stores ever since.

EFFICIENCY

These entrepreneurs noticed that their staff had to spend a great deal of time
taking grocery orders from customers. The groceries were stacked on
shelves allowing customers to walk around and browse, collecting their
shopping in a basket that was supplied. The shopkeeper would only need to

5
tot up the final bill at the end of the process and transfer the goods from the
basket to the customer and receive payment.

FROM FAMILY BUSINESS TO FORMAL STRUCTURE:

Although retail chains would have been mostly run by families, as some
chains grew, they would have needed to employ people from outside of their
family. This was a limiting factor as there would have been a limit to the
amount of trusted non family members available to help run the chain.
Another, even more definite limiting factor was the distance the furthest
shop would have been from the original shop. The greater the distance, the
more time and effort would have been needed to effectively manage outpost
shops and to service them with goods. There was, therefore, a natural barrier
to expansion. That was the case until transport and communications became
faster and more reliable. When this happened towards the end of the 19th
century, chains became much bigger and more widespread. Many of these
businesses became more structured and formalized, leading to the retail
chain that we see today.

6
2. 1 PRESENT STATE OF INDIAN RETAIL SECTOR

The Indian retail industry today is the 5th largest retail destination and the
second most attractive market for investment in the globe.India is one of
the largest and highly fragmented Retail markets globally with the highest
retail outlets in the world crossing over 12 million with unorganized players
accounting for around 5% of market share. India has been rated as the most
attractive destination globally by a survey of global retailers carried out by
AT Kearney. The retail industry was pegged at USD 226bn in 2005. Of this
organized retail accounted for just 3.4% of the overall retail pie. This is
estimated to reach 10-12% by 2010.
The Indian retail industry has a size of $300 billion and its contribution to
the Indian economy has been enormous. As a result of improvement in
income dynamics, favourable demographics and spending patterns India has
witnessed an unprecedented consumption boom. The attitudinal shift of the
Indian consumer in terms of "Choice Preference", "Value for Money" and
the emergence of organized retail formats have transformed the face of
Retailing in India. It has helped improve the standard of living of most
Indians and will continue to do so in the future. Policy makers are optimistic
about the growth prospects of the retail industry and its followed impact on
the Indian economy as a whole.

7
India represents the most compelling international investment opportunity
for mass merchant and food retailers looking to expand overseas, according
to management consulting firm AT Kearney's 2005 Global Retail
Development Index (GRDI), an annual study of retail investment
attractiveness among 30 emerging markets. India is rated as the fifth largest
emerging retail market and is seen as a potential goldmine. Driving global
brands into India is the greatly improved investment climate due to the
recent relaxation of direct ownership restrictions on foreign retailers. The
country's retail market totals $330 billion, is vastly underserved and has
grown by 10 per cent on an average over the past five years. The message
for retailers on India is clear – move now or forego prime locations and
market positions that will soon become saturated. Global retailers that
missed opportunities to capture first-mover advantage in China will make up
for it in India.

KEY DRIVERS OF GROWTH IN INDIAN RETAIL

At present Retail industry in India is at a blossoming stage but its growth is

at a scorching pace. The key drivers that will sustain this growth can be
categorized as,
Consumer or Demand-side drivers
Retailer or Supply-side drivers

CONSUMER OR DEMAND-SIDE DRIVERS

a) Increasing Disposable Income of Indian Middle class

The Indian Middle class comprising Seekers and Strivers is the consuming
class and prime target segment for Retailers in India. These two categories

8
together constituted around 6.4% of Total Households in India in 2009 but
accounted for 20% of the disposable income.

b) Personal Consumption as a percentage of GDP

Personal consumption as a percentage of GDP India is second only to

Vietnam in Asia and a close fourth globally. Robust growth of Indian
economy will result in increase in personal consumption as a percentage of
GDP. According to IMA, Asia, India had one of the highest personal
consumption as a percentage of GDP in Asia at around 55% in 2009. This
portends well for Indian Retail as with per capita income growing, this
personal consumption would translate into higher Retail Sales. Hence, India
with one of the highest personal consumption as a percentage of GDP in
Asia.

c) Population As a Growth Driver

The urban population was estimated to be 281 million (27.7 percent of the
total population). This trend is likely to continue and urbanization is
expected to grow at 2.4.

d) Plastic Money becoming a greater Pie of credit

According to Euro monitor, India is the second fastest growing Financial

Cards market in the Asia - Pacific region. India's Credit Card base is
estimated to grow at an annual rate of 30-35% from 27mn cards in 2009. It
is expected that Credit Card growth would remain on high growth trajectory
and fuel growth in Modern Retail on Credit. The Indian Retail Market is
estimated to be US $511bn at the end of CY2008 out of which Credit Cards
Sales are expected to contribute around 1.2%, which is expected to be

9
around 1.4% of the total Retail Sales in India at the end of CY2010. Indian
consumers are increasingly using Credit Cards for purchasing and shopping,
dining, jewellery and durable goods due to attractive and consumer friendly
schemes by various banks. A natural progression for Retailers like Pantaloon
and Shoppers' Stop has been the Loyalty cards that and either standalone or
in collaboration with banks and offer discounts and free purchases to the
cardholders. Also it is believed that these Loyalty cards hold the key to
future growth of Modern Retail in India.
e) Internet Driving Awareness and Online Purchases

There has been a substantial increase in the number of Indians using the
Internet. Indians have started using the Internet not only for increasing
awareness but also to shop online. This, along with the increase in Credit
Cards and options like cash-on-delivery have opened new avenues for Indian

RETAILER OR SUPPLY-SIDE DRIVERS

a) Increased Investments in Retail

According to the E&Y estimates investments in Organised Retail will

possibly touch US $25bn in 2010, up from US $3bn in 2006. Funds would
essentially flow into the sector through Private Equity, IPO route and
infusion of funds through warrants.

b) Tier- II & III cities to fuel future growth of Modern Retail

The initial Retail revolution in India began in the big Tier-I cities. However,
now the Retail hubs in India are now finding their way to the smaller Tier-II
and III cities as well, which have hitherto been left out of it. The changing
landscape of Indian Retail and increasing competition has also forced
Retailers to tap growth opportunity in Tier-II and III cities in India. The

10
Top-784 cities in India constitute about 26% of population and contribute
35% to Total Retail Sales. Tier-II and III cities account for 18% of the
overall population and contribute 22% to the Total Retail sales. Thus, there
are substantial opportunities to be tapped in Tier-II and III cities of India for
expansion of the Retail footprint

c) Shortened Supply Chain benefits consumers

A Traditional supply chain in India comprises 5-6 levels from Wholesaler to

Sub-Wholesaler to the Distributor to the Local Mom and Pop stores to the
Consumers. Two major disadvantages of this Supply Chain are as follows:
a) Cost of the product increases at every stage of the Supply Chain resulting
in increase in the price of the products due to cascading effect, and

b) Increase in shrinkage at every stage of the Supply Chain results in loss of

goods for consumption.

11
2.2 STRUCTURE OF INDIAN RETAIL SECTOR

The Indian retail industry can therefore be broadly divided into organized
and unorganized retailing. Unorganized sector constitutes of the local
kiranas, hand cart, the vendors on the pavement etc. Unorganized retailing is
still the backbone of the Indian retail industry contributing to over 95 per
cent of total retail revenues.

The organized sector on the other is hand trading undertaken by the licensed
retailers who have registered themselves to sales as well as income tax. They
constitute of corporate backed hypermarkets and retail chains. This modern
retail has entered India as seen in sprawling shopping centres, multi-storeyed
malls and huge complexes offer shopping, entertainment and food all under
one roof

UNORGANISED RETAIL SECTOR:

12
The unorganized retail sector includes the big, average and modest grocery
stores and the chemist shops. Among this unorganized player more than 80
percent of these run as small family businesses in small towns and cities in
the form of ‗kirana stores‘, ‘push cart vendors‘, ‘melas‘ and ‗mandis‘. In
terms of employment the retail outlet in the unorganized sector feeds a
household of six to seven members. The rural market is spread over 627,000
villages, even though its centre of attention is focused around a core group
of 100,000 villages that makes up 50 per cent of the rural population The big
retail players are beginning to realize the significance of this untapped
market by entering these markets and are being accepted by these rural
consumers. The rural retail revenues are estimated to increase by 60 per cent
by 2012, with larger share of increase in demand for consumer and
household products.

Though India has more than five million retail outlets, they are greatly
unorganized. The Big Bazaars and Spencer’s, the huge unorganized retail
sector is finally beginning to see the merit of logging on, even if at a model
scale. Taxation policies also push you to automate and the push is even
harder for those looking to expand beyond their single store existence. There
is no supply chain management perspective. In fact, out of the entire retail
sector in India, the organized sector is only 25 per cent and the rest is
unorganized. 96 per cent of the retail outlets are smaller in area than the
standard norms. The efficiency of organized sector in retailing is manifested
in some of the newer supermarkets in urban/metropolitan India .A
changeover is taking place from the conventional retail sector to organized
retailing. But the unorganized segment still dominates and leads the
industry.

13
4.1 OVERVIEW OF ORGANIZED RETAIL SECTOR

The organized retail business in India is very small. This is despite the fact
that India is one of the biggest markets. Retail business contributes around
10-11 per cent of GDP. India also has the largest number of retailers, about
12 million, though they are mostly small. Most of the organized retailing in
the country has just started recently, and has been concentrated mainly in the
metro cities. Organized retailing in India has a huge scope because of the
vast market and the growing consciousness of the consumer about product
quality and services.
Highlights of the Indian retail sector over 2001, 2005 and the projections for
the next five years show an immense potential for this sector. The share of
the organized retail market is expected to rise to a whopping 10% of the
entire retail sales amounting to Rs.31Bn by 2010.

14
 50 million sq ft of quality space under development 7 major cities to
account for 41 million sq ft development 300 malls, shopping centre and
multiplexes under construction To- open 35 hypermarkets, 325 large
department stores, 1500 supermarkets and over 10,000 new outlets To add
US $ 10 billion of business to organized retail.

Pharma
Durable 2%
Entertainment 10%
1%
Home
Clothing and
3%
Textile
Food & 36%
Grocery
14%
Health &
Beauty
1% Watch &
Jewellery
Books, Music &
17%
Gifts
3%
Footwear
13%

The 4 major organized retail sectors are Food & Grocery, Clothing,
Consumer Durables and Books & Music. In 2003-04, private consumption
expenditure in India amounted to Rs 1,690,000 crores (USD 375 billion) of
which, retail sales constitute about 61% (USD 230 billion).

15
In terms of penetration by the organized retail sector, footwear is the highest
category, followed by consumer durables &clothing.

16
4.2 LEVELS OF ORGANIZED RETAIL

While organized retail is possible in many categories, extent of its growth

varies according to category. Organized retailers can operate as specialized
chains catering to a particular category of retail or can be present in more
than one retail category through a department store, hypermarket, etc.

LEVEL 1

Specialty Stores:

These stores focuses on specific market segments and have established

themselves strongly in their sectors e.g Chains such as the Bangalore based
Kids Kemp, the Mumbai books retailer Crossword, RPG's Music World and
the Times Group's music chain Planet M etc.

17
Discount Stores:

As the name suggests, discount stores or factory outlets, offer discounts on

the MRP through selling in bulk reaching economies of scale or excess stock
left over at the season. The product category can range from a variety of
perishable/ non perishable goods e.g Subhiksha, The Loot

Convenience Stores:

These are relatively small stores 400-2,000 sq. feet located near residential
areas. They stock a limited range of high-turnover convenience products and
are usually open for extended periods during the day, seven days a week.
Prices are slightly higher due to the convenience premium.

MBO’s :

Multi Brand outlets, also known as Category Killers, offer several brands
across a single product category. These usually do well in busy market
places and Metros.

LEVEL 2

Supermarkets:

Large self service outlets, catering to varied shopper needs are termed as
Supermarkets. These are located in or near residential high streets. These
stores today contribute to 30% of all food & grocery organized retail sales.
Super Markets can further be classified in to mini supermarkets typically
1,000 sq ft to 2,000 sq ft and large supermarkets ranging from of 3,500 sq ft
to 5,000 sq ft. having a strong focus on food & grocery and personal sales.

18
Supermarkets are relatively new entrants in the market. They are so called
pioneers in organized food retailing and go by the western model in look and
feel and format. This is what everybody means when they say organized
food retailing.

Hypermarket:

A very large commercial establishment that is a combination of

departmental store and a supermarket. The specific features of a
hypermarket are the wide range of goods offered, quality service, quality
display of goods on the shelves and complex systems providing for
customers loyalty.
Hypermarket is known for a wide range of goods offered. It consists of
dozens of thousands of items, while similar goods can be offered in several
forms. In order to work with such an assortment it is necessary to group it
into categories and sub categories that would unite goods according to this
or that criteria.

Departmental Stores
Large stores ranging from 20000-50000 sq. ft, catering to a
variety of consumer needs. Further classified into localized departments
such as clothing, toys, home, groceries, etc

Level 3

Shopping Malls:

The new shopping malls that have been expanding their footprint across
Indian cities are well designed, built on international formats of retailing and

19
integrated with entertainment and restaurants to provide a complete family
experience. Over 300 malls are expected to be built over the next two years
and most Indian cities with over a million populations will be exposed to
this modern method of retailing.

Shopping malls have existed in India since several decades but were
designed and built to house several shops in a single facility. These malls
also known as Shopping Arcades offered only rows of shops, most of which
were small stores that promised bargains for their various wares. These
Shopping Arcades tried to maximize on their store space and did not offer
any areas for recreation and entertainment.
The present day malls are a creation of the past few years post 2000. They
are designed professionally using a lot of international experience and
combine shopping with a lot of brand building, recreation, food and
entertainment. Malls also have a large format store that serves as their
anchor for shopping and a prominent restaurant that anchors the food needs
of visitors. Most malls also feature a multiplex cinema that offers
entertainment to the visitors of the mall. Finally the mall has large atria and
open spaces to allow visitors and families to hang-out.

20
4.3 MAJOR INDUSTRY PLAYERS

 The Future Group

 Shoppers Stop

 Trent – Westside

 Pyramid

 Subhiksha

 Rpg Spencer

 Reliance Retail

 Bharti Wal-Mart

 Aditya Birla – More

 Vishal Retail

 Metro – Cash & Carry India

 Viveks - The Unlimited Shop

21
SHOPPERS’ STOP

Shoppers’ Stop, promoted by the real estate group K Raheja, was one of the
first movers to have set up a large retail outlet in New Delhi with
international ambience. Shopper’s Stop Ltd now has a considerable
presence all over the country with over 7 lakh square feet of retail space and
stocks over 200 brands of garments and accessories. The stores are spread all
over India with presence in Mumbai, Delhi, Bangalore, Hyderabad, Jaipur,
Pune, Kolkata, Gurgaon, Chennai & Ghaziabad.

Shopperstop Operates Under the Departmental Store Format, And Was One
Of The Pioneers Of The Large Format Stores In India. It has progressed
from being a Single Brand Shop to a Family Orientated Fashion and
Lifestyle Store.
Shoppers’ Stop is also very well known for having pioneered several quality
retailing concepts in India like Crossword, Mother care, Home Stop, F&B
Business and MAC.

They are the only retailer from India to become a member of the prestigious
Intercontinental Group of Departmental Stores (IGDS).

22
Shoppers’ Stop is positioned as a family store delivering a complete
shopping experience. With its wide range of merchandise, exclusive shop-in-
shop counters of international brands and world-class customer service,
Shoppers’ Stop brought international standards of shopping to the Indian
consumer providing them with a world class shopping experience. Shoppers’
Stop’s core customers represent a strong SEC A skew. They fall between the
age group of 16 years to 35 years, the majority of them being families and
young couples with a monthly household income above Rs. 20,000/- and an
annual spend of Rs.1,50,000/-. A large number of Non - Resident Indians
visit the shop for ethnic clothes in the international environment they are
accustomed to.

The stores offer a complete range of apparel and lifestyle accessories for the
entire family. From apparel brands like Provogue, Color Plus, Arrow,
Levi’s, Scullers, Zodiac to cosmetic brands like Lakme, Chambor, Le Teint
Ricci etc., Shoppers’ Stop caters to almost every lifestyle need.

Shoppers' Stop also retails its own line of clothing namely Stop, Life ,
Kashish, Vettorio Fratini and DIY. The merchandise at Shoppers’ Stop is

23
sold at a quality and price assurance backed by its guarantee stamp on every
bill.

Shoppers’ Stop’s customer loyalty program is called “The First Citizen”.

The program offers 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.

The Organization, in 2000, along with ICICI ventures also acquired the
reputed bookstore, “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-book enable customers to shop from their homes.
Crossword currently has 18 Stores.

Realizing the role of IT way back in 1991, Shoppers’ Stop was among the
first few retailers to use scanners and barcodes and completely computerise
its operations. Today it is one of the few stores in India to have retail ERP in
place, 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.

Shoppers Stop has been very keen to understand the importance of

distribution and logistics in ensuring that merchandise is available on the
shop floors. This has led the retail chain o streamline its supply chain. The

24
company 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.

Shoppers’ Stop has a grand ambition to position itself as a global retailer.

The company intends to bring the world’s best retail technology, retail
practices and sales to India. Currently, they are adding 4 to 5 new stores
every year.

25
HOMESTOP

HomeStop, the premium home concept store from Shoppers Stop started 2
years back. It is present in Bangalore, Mumbai and Delhi & Navi Mumbai.
HomeStop has a stupendous variety of categories in the home segment
including furnishing, furniture and recliners, bath accessories, bed and
bedding, kitchen accessories and appliances, modular kitchen, gadgets,
home adornments, amongst others.

HomeStop offers the crteme de La creme brands across every category to

ensure that each customer's living space is luxurious, elegant and a reflection
of their style statement. HomeStop houses some of the most reputed national
and international brands under one roof like

Categories Brands

High End Crockery Corelle

Premium Steel Utensils Magpie And Artinox

Feather Pillows And Fine Bedding Paradies, Germany

Ivy, Fern, Portico, Maspar, Bombay
Bed Linen And Furnishing
Dyeing
Home Appliances Phillips And Morphy Richards

Bathroom Linen Welspun

As HomeStop is relatively lesser known than its sibling, Shoppers Stop, but
has just rolled out a campaign to attract more footfalls
After the recent revamp of Shoppers Stop (one of Contract Advertising’s
first accounts – the agency had worked on its repositioning), the focus is

26
now on the two year old HomeStop. This is a relatively smaller venture,
stretching to only three cities. Its punch line thus far has been, ‘For Your
Kind of Home’. 

COMPETITORS OF HOMESTOP:

As penetration of organized Home Décor & furniture sector is very less

compared to unorganized sector. As far as major retail player is concerned,
this sector is still unexposed to competition .HomeStop is facing the
competition mainly from local well furnish stores, but many major player in
retail have started showing their interest in the sector.

Home Stop’s competitors are:

 Home Bazaar
 Well Home
 Durian
 Spaces
 Mom’s sleek
 Sleek Pyramid Kitchen
 Godrej Interio & Furnishing

27
OBJECTIVE

1. To perform a Catchment Analysis for identifying customers

perception about the Branded Home Décor & Furniture sector.
2. Understand The Target Market On The Basis Of Catchment Analysis
For HomeStop
3. To understand customers views regarding HomeStop.

CATCHMENT ANALYSIS

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.

With the help of catchment analysis, company knows the best location for
business, target and potential customers. This technique is used

 If a company doesn’t know who its shoppers are, how can company
give them what they want?  If company doesn’t know where they
come from, how can company communicate with them? Finding
answers to these questions is vital but catchment analysis is very
helpful in that.

 A company or retail store will be able to optimize its activities if and

only if company knows its market in depth. Its market penetration, its
success and its potential depend on geographical factors, hard to
grasp, hard to fully understand, but catchment analysis is very helpful.

28
TYPE OF CATCHMENT AREA

There are four type of catchment that is following

Unitary Catchment

It is hub of the catchment area around the outlet, from where

maximum number of people comes to the retail stores for shopping.

Secondary Catchment

This area is called secondary catchment area which is around 2 km far

away retail stores from where some people come to the shop for
shopping.

Tertiary Catchment

The area from where only some selected or loyal customers come to
the retail stores that is more than 2 km far from outlet.

Outer Catchment

Outer catchment area is totally outer area from where only less no. of
person sometimes comes to the outlet.

29
RESEARCH METHODOLOGY

It is a way to systematically solve the research problem. It may be

understood as a science of studying how research is done scientifically. In it
we study the various steps that are generally adopted by researchers, in
studying our research problem along with the logic behind it. It is essential
for the researchers to know not only the research method technique but also
the methodology.

RESEARCH PROCESS

It consists of a series of action necessary to effectively carry out research

and the desired sequence of these steps.

 Defining the problem and research objectives

 Develop the research plan
 Collect the information
 Analyze the information
 Present the findings
 Make the decision

RESEARCH DESIGN

A research design is the arrangement of conditions for collection and

analysis of data in a manner that aims to combine relevance to the research
purpose with economy in procedure. Descriptive research is used in the
preparation of the project.
There is some point and facts which were not found earlier hence
exploratory research is used.

30
A descriptive research technique is also used as I again worked upon those
facts which were earlier found by some other.

RESEARCH INSTRUMENT

A standard questionnaire was prepared for the collection of data from the
various respondents. The questionnaire was designed to keep objectives of
the study with the aim of collecting important information for the study. The
questionnaire contained both; close-ended and open-ended questions.
Special care was taken to ensure that questions were simple & sequential.
Each questionnaire was consisting of 25 questions & their sub question.

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.

DATA COLLECTION METHOD

31
PRIMARY DATA
Primary data generally means those raw data or data structures that are
collected “first- hand” and have not had any previous meaningful
interpretation. For my Summer Internship Project Report, I have collected
such primary data through face to face interview & personal Contact method
with the help of questionnaire.

Area No. of respondent

Vashi 80
Juinagar 15
Nerul 50
Seawood 25
Kharghar 25
Others 5

SECONDARY DATA

The secondary data was collected from catalogues, magazines,

records and, websites, related to retail Industry.

LITERATURE REVIEW

32
The liberalization of the consumer goods industry initiated in the mid-80’s
and accelerated through the 90’s has begun to impact the structure and
conduct of the retail industry.

The Indian Home Décor & Furniture retail industry is now beginning to
evolve in the line with the transformation that has swept other large
economies.The interiors industry is currently riding on the boom of the real
estate industry which is the second largest employer in India after
agriculture. The retailing space in this sector has historically been dominated
by the unorganised sector largely by small-sized shops clustered together in
a market. Even the consumers have been historically dependent upon
traditional shops for all their home decor/furniture needs. The most
important change in the retailing pattern that led to the boom in consumer
spending has been the rise of organised retailing.

Many of the world's leading home fashion brands are available in India
through domestic retail outlets. The market for home decor, including
Accessories, hardware, furniture and furnishings is estimated at USD 14.4
billion. Indian consumers are dispersed. Generally, Indian manufacturers use
a three-tier selling and Distribution structure, namely, distributor, wholesaler
and retailer. The gross percentage margin for a retailer is 10 to 15 per cent,
followed by distributor (4 to 5 per cent) and wholesaler (3-4 per cent).
Indian companies sell furniture through distributors as well as sell directly to
the consumers. The larger companies have their own commercial offices and
showrooms in all the large cities in India. Logistics play an important role in
distributing products to all corners of the country. Due to its vast territory
challenges in implementing a smooth supply chain model is really

33
challenging and hence outsourcing to third parties is very common and an
useful and effective strategy to reach market place just in time, which is the
practice followed by many retailers.
S t y l e S p a R e t a i l o f I n d i a
The objective being to assess the various parameters that influences a buyer
to visit or shop at departmental store thereby contributing to its turnover (in
terms of sales and profits) hence leading to its overall success.

The extensive research is to conclude that whether departmental stores for

Home Décor & Furniture are soon emerging on the top priority lists,
amongst the shopping spree in Metros, as they seem to derive immense
pleasure of convenience and exposure to variety under one roof, in their
extremely busy lives, when they don’t have time for things.

Hence this document entails me through these aspects in great detail, helping
me to understand the concept catchment analysis of retail industry

SURVEY ANALYSIS

Occupation

34
 80
70
60
50
40 75
30 Student Others Self Employed
10% 3% 15%
49
20 Businessman House wife
30
10 20 20 10% 25%
6 Service
0 38%
d fe e an t rs
lo
ye wi r vi c sm d en
the
e e es u
p us S St O
Em Ho sin
lf Bu
Se

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

60 66
40 52
20 34
0 16 21
11
0 0 00 00 00 e
0 0 00 0 0 0 ov
20 30 40 50 60 Ab
s. s. s. s. s. &
-R -R -R -R -R 0 0
00 00 00 00 00 00
00 00 00 00 00 .6
.1 .2 .3 .4 .5 Rs
Rs Rs Rs Rs Rs

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
.

35
 Rental Basis
18%

Company House
18%
Own House
65%

Significance of this question was to find how many people have their own
houses. Generally those people who live on rental basis or on company
house don’t spend money on buying Home Decor & Furniture Product.
So, 65% respondent lives in their own house.

Q Do you use Internet?

No
32%

Yes
68%

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.

36
Q Where do you like to shop from?

120

100

80

60

40

20

0
ry ls en en r s
ke se co ce
c n Lin Lin é an
Cr
o Uti d m eD p li
d m Be r oo o m Ap
En iu th H en
m
gh r e Ba ti ch
Hi P K

Unbranded Shop Departmental stores Shopping Malls Designer Shop

This question was asked to study past purchase behavior of the respondents.
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.

37
45% respondents told that they would prefer to buy kitchen appliances from
departmental store followed by 35% & 19% from shopping mall & local
store respectively.

Q Which departmental store do you frequent for the following?

100
90
80
70
60
50
40
30
20
10
0
ry ls en en r s
ke se co ce
c n Lin Lin é an
ro Uti d m eD p li
d
C m Be r oo o m Ap
En iu th H en
m a
gh Pr
e B ti ch
Hi K

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

38
  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.

Why do you go to following stores?

This question was asked to respondents for finding out various reasons to
visit this store. Many of the respondents didn’t respond to this question as
almost none of them were aware about these stores.

Have you heard of Home Stop?

Yes
38%

No
62%

This question was asked to the respondents to find awareness about

existence of the HomeStop store in Navi Mumbai. As its newly open store,

39
62% people are unknown about the existence of the store.

Q Would you like to recommend us to others?

No
12%

Yes
88%

88% respondents were ready to recommend HomeStop to others & 12%

were reluctant to recommend.

Q Would you like to Visit our Home Stop?

No
15%

Yes
85%

85% were ready to visit to the HomeStop.

40
FINDINGS

 With this study it is found that the customers prefer to purchase home
décor & 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 Shopperstop but they don’t know
about HomeStop & also they are unaware that HomeStop is sister
concern of Shopperstop.

 Majority people would like to recommend HomeStop to others but

just a few of them know about HomeStop.

 In this study it is found that, after knowing HomeStop is sister

concern of Shopperstop, almost all people showed their interest to
visit HomeStop.

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

41
 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 it’s comes to buy the product like Bed
linen, Bathroom linen they would prefer departmental or shopping
mall rather than local stores.

42
RECOMMENDATION & SUGGESTION

 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 don’t mind spending their money
purchasing Home Décor & Furniture Product.

 As many of the people don’t know about HomeStop, Promotional

activities like Advertising, Discounts etc. has to be done on a large
scale.

 As many people don’t know about HomeStop along with its

competitor, so company can have advantage to become pioneer in
Home Décor & Furniture sector.

 People often repurchase Home Décor & 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 Shopperstop, also loyal customer base
of Shopperstop is more compared to HomeStop. If company is able to

43
 pull these customers, it can become major plus point for the HomeStop.

 If company can do tie ups with well establish interior Decorator, it

would lead to new area of development for HomeStop. As these people
can recommend HomeStop products to their clients.

 People yet don’t know about international or national brand available in

Home Décor & furniture Sector, company should develop its own
brand simultaneously along with expanding the business.

44
BIBILOGRAPHY

WEBSITES:

 www.imagesretailing.com

 www.reportbuyer.com

 www.reportbuyers.com

 www.thirdeyesite.in

 www.shoppersstop.com

 www.indiabiznews.com

 www.fashion2fibre.com

 www.indiainfoline.com

 www.equitymaster.com

 www.economywatch.com

 www.google.com

BOOKS:

Research Methodology C R Kothari

MAGAZINES

 Business World

 The Indian Dream

 Business & Economy

45
46