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Submitted by: Mayank Arora (11RM925) PGDM (Retail)
INDUSTRY MENTOR: MR. NIKHIL BHASIN RETAIL OPERATION MANAGER SHOPPERS STOP, ROHINI
FACULTY MENTOR: Prof. Kapil Garg Bimtech, Greater Noida
Birla Institute Of Management Technology
TABLE OF CONTENTS
1. LIST OF TABLES 2. LIST OF CHARTS AND GRAPHS 3. LIST OF EXHIBITS 4. INDUSTRY MENTOR CERTIFICATE 5. ACADEMIC MENTOR CERTIFICATE 6. ACKNOWLEDGEMENT 7. LETTER OF TRANSMITTAL 8. LETTER OF AUTHORIZATION 9. EXECUTIVE SUMMARY 10. INTRODUCTION 11. COMPANY BACKGROUND 12. LITERATURE REVIEW 13. PROBLEM DEFINITION 14. APPROACH TO THE PROBLEM 15. RESEARCH METHODOLOGY 16. ANALYSIS & INTERPRETATION A. CUSTOMER PROFILE B. BUYING BEHAVIOUR C. COMPETITION MAPPING D. TRADING AREA ANALISIS 3 4 5 6 7 8 9 10 11 12 15 17 21 21 22 24 24 27 31 36
17. RESULTS AND CONCLUSION 18. LIMITATIONS AND CAVEATS 19. RECOMMENDATIONS 20. EXIBIT 21. REFERENCES
40 41 42 43 45
Birla Institute Of Management Technology
LIST OF TABLES
1. 2. 3. 4. 5. How long you have been associated with Shoppers Stop? Frequency of your visit to Shoppers Stop, Rohini? Which department you visit first? What brings you to Shoppers Stop? Comparative chart
Birla Institute Of Management Technology
LIST OF GRAPHS
Age Profession How long you have been associated with SSL Frequency of your visit to Shoppers Stop Which department you visit first Favourable shopping time What brings you to Shoppers Stop Price range Services offered Variety Style/Design Brand name Store layout Store ambience Quality Comparative chart Ranking Map of primary catchment Trading area analysis
Birla Institute Of Management Technology
LIST OF EXHIBITS Questionnaire 5 Birla Institute Of Management Technology .
INDUSTRY MENTOR CERTIFICATE 6 Birla Institute Of Management Technology .
KAPIL GARG) 7 Birla Institute Of Management Technology . This is his original work to the best of my knowledge. Date: ___/___/_____ Signature ______________ BIMTECH SEAL (Prof. 11RM925 a student of PGDM-RM has worked on a summer project titled Catchment Analysis at SHOPPERS STOP (ROHINI) after Trimester-III in partial fulfillment of the requirement for the Post Graduate Diploma in Management programme.Summer Project Certificate This is to certify that Mr. Mayank Arora Roll No.
I also sincerely thank “Prof. who provided valuable suggestions. KAPIL GARG”. ‘Without his guidance. My heartfelt gratitude also goes to the entire “LADIES DEPARTMENT” team for their co-operation and willingness to answer all my queries. 8 Birla Institute Of Management Technology . but not least. Last. RETAIL OPERATION MANAGER”. support and valuable suggestions during the research. To begin with. I would like to thank all Customers and Employees for sharing their experience and giving their valuable time to me during the course of my project. I would like to offer my sincere thanks to “NIKHIL BHASIN. and helped me script the exact requisites. the project would not have been accomplished. and provide valuable assistance. for giving me the opportunity to do my summer training at “SHOPPERS STOP (ROHINI)”.ACKNOWLEDGEMENT I would like to gratefully acknowledge the contribution of all the people who took active part and provided valuable support to me during the course of this project. shared his rich corporate experience. my faculty mentor at BIMTECH.
MAYANK ARORA 9 Birla Institute Of Management Technology . Suggestions/comments would be appreciated.Letter of Transmittal Date: JUNE/22/2012 Mr. 3B-1. I would like to mention that the overall experience with the organization was very good. a company of great repute. Twin District Center. and helped me to know how work is carried out in real practice with the help of your esteemed organization. Re: Summer Project Report Attached herewith is a copy of my summer-project report “Catchment Analysis” which I am submitting in order to mark the completion of an 8-week summer project at your organization. This report was prepared by me using the best of practices and summarizes the work performed on the project and is being submitted in partial fulfillment of the requirements for award of diploma. I hope I did justice to the project and added some value to the organization. Rohini Sector 10. Delhi. NIKHIL BHASIN.110085 Dear Sir. I feel honored that I got an opportunity to work with Company Name. Yours truly.
and Prof. faculty BIMTECH. a student of Birla Institute of Management Technology (BIMTECH). Mayank Arora. hereby declare that I have worked on a project titled “Catchment Analysis” during my summer internship at “SHOPPERS STOP (ROHINI)”. in partial fulfillment of the requirement for the Post Graduate Diploma in Management program. RETAIL OPERATION MANAGER. Date: JUNE/22/2012 Mayank Arora 10 Birla Institute Of Management Technology . My learning experience at SHOPPERS STOP. under the guidance of MR.Letter of Authorization I. KAPIL GARG. NIKHIL BHASIN. I guarantee/underwrite my research work to be authentic and original to the best of my knowledge in all respects of the process carried out during the project tenure. has been truly enriching.
the quality. therefore this study will enable us to know the customers in an efficient manner & making feasible changes in the store operations & marketing initiatives. In order to differentiate themselves from their competitors and to attract a large pool of customers it becomes necessary to know who your customers are. The store started its operations in July 2010 in the premises of Hotel Crown Plaza. their profiles. their preferences and behaviour. where they come from. This study will indicate customer`s needs. Rohini. Sec-10. company`s image and lead to growth & development. Due to which customers have a lot of choice in terms of stores especially for apparels. To understand customer perception about Shoppers Stop & its competitors To highlight new opportunities which could be exploited in order to increase footfalls Key findings: 11 Birla Institute Of Management Technology . It is very important to understand the customer so as to retain them as well as to bring in new customers which would increase the store`s business. The project aims at: To analyse customer profiles & purchase behaviour for improving sales by sound customer retention practices & attracting new customer base through targeted marketing initiatives.EXECUTIVE SUMMARY Many a times it has been seen that many department stores compete for the same set of consumers in a catchment or in mall. their expectations and how they can be dealt/satisfied accordingly. In terms of merchandise. style and texture of national brands are similar across different department stores. It has become a critical issue now to understand the customer base to a large extent so that the store could perform better and may try to gain competitive edge.
which directly affects the store brand and loyalty . If the store staff knows about the catchment area. find a new location.then customer profiling is vital.INTRODUCTION A retailer being aware of his customers. Next is an estimate of the number of households and the profile of such households. One of the crucial elements of store-level initiatives is the quality of service being delivered. Factors such as psychological barriers.thereby resulting in growth or otherwise of that store. This information not only helps in developing effective tactics to counter the competition but can also be used as a powerful service element. Such initiatives are crucial to retail and yield rich dividends within a short period of time and therefore offer better ROI on the marketing spends. This varies from format to format and there are several parameters that need to be factored in. First. what they shop for and understanding their needs would go a long way in building loyalty. These could be very distinct and differ from even locality to locality. they can not only leverage this directly through marketing initiatives but also use this to help customers and deliver outstanding customer service. Finally. Last but not the least is to map the competition in the catchment. This is particularly useful for store-level marketing initiatives. understand the physical dimensions of the catchment area. CUSTOMER PROFILING Understanding who your customer is and how to locate them is a critical part of any business success. 12 Birla Institute Of Management Technology . which could be having to cross a major or busy road or taking a diversion due to some construction. As the old saying goes knowing your competitor well is half the battle won. If you are trying to expand your market. or just better understand your existing customers so that you can better market to them . one needs to understand the basket composition and buying behaviour of the customers in the catchment. Customer profiling is based on building common definitions that groups of people will fit into.
lifestyles. with the customer playing the three distinct roles of user. gender. Demographics: Age. both individually and in groups. 2. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. 4. This analysis provides both an offensive and defensive strategic context to identify opportunities and threats. In addition to analyzing current competitors. and purchase processes and then make proper marketing-mix decisions. An open-minded consumer-oriented approach is imperative in today‟s diverse global marketplace so a firm can identify and serve its target market. and stay ahead of competitors. To devise good marketing plans. 13 Birla Institute Of Management Technology . Medium-light Users. it is necessary to examine consumer behavioural attributes and needs. payer and buyer. opinions. Geographic: Urban. when they buy. reference groups. minimize dissatisfaction. The raw material of competitive advantage consists of offering superior customer value in the firm‟s chosen market. and society in general. It also tries to assess influences on the consumer from groups such as family. It attempts to understand the buyer decision making process. family life cycle & income. Heavy Users. Customer behaviour study is based on consumer buying behaviour. from where they buy. The study of Consumer behaviour includes the study of what they buy. Product Use Statistics: Non-Users. Psychographics: Beliefs. religion. 3. values. why they buy. friends.Goals: Find out "who" your customer is Gain a foundation for successful marketing & selling activity Use customer profiles to help select profitable sites Types of customer profiling: 1. Traditional environmental scanning places many firms at risk of dangerous competitive blind spots due to a lack of robust competitor analysis. A common technique is to create detailed profiles on each of your major competitors. and how often they buy. Sub-urban & Rural. COMPETITION MAPPING Competition mapping is an assessment of the strengths and weaknesses of current and potential competitors. interests. it is necessary to estimate future competitive threats. lifestyle. CONSUMER BUYING BEHAVIOUR The central focus of marketing is the consumer. Superior knowledge of rivals offers a legitimate source of competitive advantage. how they buy.
14 Birla Institute Of Management Technology .CATCHMENT AREA ANALYSIS A catchment Area may refer to the area & population from which a facility or region attracts visitors or customers. Catchment analysis pre launch would ideally decide the product mix and formats of the stores. The geographical area served by any institution. Depending upon the types of products being sold determines if the retailer is attracting only “passing trade” or becomes a “destination site”. Catchment analysis done after a time gap of launch would also give a correct picture of what is happening and where to concentrate market energies to get more walk-ins. The catchment area for a retail outlet is the geographic area from which a customer is prepared to travel to reach that outlet. Because a retailer is fixed to a specific location they rely upon encouraging customers to travel a set distance to purchase their product.
for providing a complete shopping experience. It started operations with the first store in suburban Mumbai and is now a multi-channel retailer with 51 large format department stores and online presence. From its inception. Mango. Guess. Shoppers Stop is known for its superior quality products. home & kitchenware and also its own exclusive brands. Tommy Hilfiger. Some international premium brands retailed at Shoppers Stop are Austin Reed. In fact. cosmetics. Calvin Klein jeans. accessories. HomeStop HomeStop is a first-of-its-kind premium home concept store present in 7 cities at 9 locations. With an immense amount of expertise and credibility. MUSTANG. the company‟s continuing expansion plans aim to help Shoppers Stop meet the challenges of the retail industry in an even better manner than it does today. to name a few. Business divisions: Shoppers Stop Shoppers stop offers customers an international shopping environment and a world-class shopping experience through its 53 stores in 22 cities. Today. UCB. It houses a host of international and domestic brands across categories such as apparels. 15 Birla Institute Of Management Technology .COMPANY BACKGROUND Shoppers Stop Limited was founded by K Raheja Corp in 1991 laying the foundation of the modern retail industry in India. Lancôme. French Connection. It offers a wide range of home products across categories along with some of the most reputed national and international brands. services and above all. Jack & Jones and US POLO. Esprit. all under one roof. Shoppers Stop has become the highest benchmark for the Indian retail industry. bath accessories to draperies. and carpets to health equipments. Shoppers Stop has progressed to become a premier Fashion & Lifestyle destination for the family. It is a onestop for all home needs ranging from home décor to furniture.
one each in Amritsar. currently has 34 stores of Mothercare. which is in the business of operating Family Entertainment Centers (FEC‟s). music. It has forayed into the entertainment sector with a stake of 46.Crossword Crossword is the leader in the lifestyle bookstore category with a unique product mix of books.A. Shoppers Stop believes that Indian consumers are looking for multiple options to entertain themselves and their families.C. infants. Mothercare & Early Learning Centre (ELC) Shoppers Stop Ltd (SSL) has exclusive arrangements to open Mothercare and ELC shop-in shops in India. 4 Duty free stores are run by a JV company in the international airport at Bangalore. Ludhiana. & Refunds‟ policy. This is further enhanced with services like „Dial-a-Book‟. Early Learning Centre (ELC). Timezone. HyperCITY operates 10 stores. Estee lauder and Clinique in India. there are 83 Crossword stores in operation HyperCITY HyperCITY has redefined the experience of Indian consumers in the „big box mixed retail‟ format. Estee Lauder Group of companies Shoppers stop has entered into a non-exclusive retail agreement with world renowned cosmetics major Estee Lauder to open stores for international brands like M. Jaipur. stationery and toys. and childcare products . magazines. Airport Retailing. CD-ROMs. The business operates a „More to Discover‟ byline and delivers quality products at a great value. Navi Mumbai. It currently has 14 doors in leading metros.89% in Timezone Entertainment Private Limited. and facilities like Gift Vouchers and „Return. Exchange. Currently. and Hyderabad and 2 stores each in Mumbai and Bangalore. UK‟s number one educational toy brand for children up to 6 years is also available in select Shoppers Stop stores. Mothercare. UK‟s premium international brand for maternity. Its offerings include food and grocery. including 7 stand alone stores with a presence in 11 cities. Bhopal. 16 Birla Institute Of Management Technology . The Company currently has 1 store at the Hyderabad domestic airport and 3 stores at Bangalore domestic airport. general merchandise and apparels.
Shane Dikolli. Alternatively. To cite this document: Malcolm Smith. CPA is justifiable if the cost-benefit of compiling the information is favourable and the outcome of any subsequent strategic decision leads to income increases. and an alternative supplier can meet the customer needs. but the success of such decisions depends on the accuracy of the information provided in the CPA. 3 . then activity analysis might be misleading the supplier. are often customer-specific with a direct impact on their relative profitability. This assumes that the supplier is prepared to decline the customer‟s business and allow a competitor to supply that customer. an estimated number of calls per customer. The increased costs of storing inventory can be assigned to such customers using weighting factors. Vol. While ABC can improve the accuracy of such information Argument: If customers really want frequent deliveries in small-lot sizes. Decisions can be made to change the characteristics of a customer from profitable to unprofitable. Sales representatives‟ planning sheets or an associated computerized system could provide statistics regarding the number and distance of customer visits. Customers requiring immediate deliveries will necessitate the organization holding greater inventory levels. Inventory-support and holding requirements.org/10. For example. the average length of time spent taking a customer‟s order might be measured and then applied as a weighting factor to the number of telephone calls made.7 Permanent link to this document: http://dx. Managerial Auditing Journal.1108/02686909510090276 17 Birla Institute Of Management Technology . might be used as a basis of allocation of sales-support costs. 10 Issue: 7 pp."Customer profitability analysis:: an activity-based costing approach".LITERATURE REVIEW Customer profitability analysis: an Activity-Based Costing approach The impact of activity-based costing (ABC) on customer profitability analysis (CPA) has attracted relatively little attention in the management accounting literature. as shown in Table IV.doi. too. weighted according to the distance of the visit. the supplier may indeed accept that the customer is unprofitable and be willing to meet the customer‟s needs. Using ABC in a customer profitability analysis. (1995).
and otherwise physically consumed. service processes are viewed as intangible in that they are not goods or materials that can be handled. 8 Issue: 1 pp. In this paper. He prefers decoupled operations that attempt to buffer the operation‟s technological core by removing the customer from more and more process steps to reduce the inefficiencies normally associated with customer presence in the system. or patients must provide lab samples for testing. Often. On the contrary customer participation in service firms is vital e. product core and firm specific service tasks.Leveraging customer competency in service firms Customer as a participant. (1997). it requires the service firm to position each competency class at discrete points across the competency continuum by devising reasonable cognitive. In summary. Vol. where customer needs may outweigh operational goals of efficiency and productivity.25 Permanent link to this document: http://dx. automation or standardization become viable as well as costeffective. clients must provide receipt information to the accountant. International Journal of Service Industry Management. Chase. the focus has been on how to use the tool of market segmentation on the basis of customer competency."Leveraging customer competency in service firms".g.1108/09564239710161051 18 Birla Institute Of Management Technology . To cite this document: Bonnie Farber Canziani. Conclusion Most service firms try to manage employee competences via appropriate human resource practices. 5 .org/10.doi. segmenting demand by competency requires a methodology for separating customers into distinct classes of consumers based on meaningful and measurable competency variables related to generic consumer. concludes that service firms‟ choices of customer contact strategies affect their resultant levels of production efficiency. e.g. Service processes need to be assessed from two points of view: (1) Inherent potential for service delivery error due to poorly specified blueprints. (2) The role scripts defining the character of customer interaction with steps in the system. tasted. human resource or partial employee in the service delivery process has revealed a decided consensus that they are often inseparable from the service delivery process and therefore they need to be managed as a critical resource of the service firm. for example. behavioural and affective anchors to describe customers that belong in each class.
merchandising. and developed the relevant databases. Conclusion It would seem that having invested in the appropriate technology.org/10. provided there is an identifiable link between data.g. and merchandising. could be met through the utilization of marketing databases. marketing communications and relationship marketing. but there is an apparent lack of evidence relating to the extent of database utilization in this context. the development and subsequent diffusion of geodemographic databases was seen as being expressly relevant for retailers. tabular data are likely to include information from diverse sources such as customer transactions."Retailer use of geodemographic and other data sources: an empirical investigation". postcode).1108/09590559710175935 19 Birla Institute Of Management Technology . marketing and catchment area attributes.Retailer use of geodemographic and other data sources: an empirical investigation. it might be presumed. Martin Evans. Vol.196 Permanent link to this document: http://dx. From a retailer perspective. monitor competitive impact. The need for pertinent information is not confined to decisions regarding location and catchment analysis.doi. 188 . the cost of data analysis may lead to less use of the generic systems but a move towards more tailored client-based geodemographics linked with lifestyle databases. all that remains is for retailers to perfect the necessary skills and abilities to harness the full potential of such systems. To cite this document: Lisa O'Malley. Explores the development of database and geographic information systems (GIS) as an aid to strategic retail decision making. As a result. they may wish to study the purchasing behaviour of catchment populations. Maurice Patterson. At a tactical level. surveys. overlaying transactional data. 25 Issue: 6 pp. and/or set targets based on individual stores‟ physical. facilitating identification of trends and patterns. International Journal of Retail & Distribution Management. (1997). but also encompasses issues such as category management. The capabilities of most GIS allow data to be compared temporally as well as geographically. In this way. merchandise can be more closely matched with the needs of a store‟s customers IKEA uses geodemographics to identify appropriate localities for its catalogue distribution. The power of a GIS lies in the fact that it can manage data from a number of sources. This need for information. The future is likely to see greater use of real-time data for analysing catchment areas and as far as geodemographics are concerned. it can be assessed if the current retail strategy still meets the needs of its catchment area. and the data has a geographic element (e.
King and Pernille Wegener Jessen Mobile customers are increasingly being tracked and profiled by behavioural advertisers to enhance delivery of personalized advertising. these codes and policies explain the information practices that industry associations or individual companies have promised to follow for the collection. including the right to adequate notice and to give consent for personal data collection and processing Being subjected to pervasive and non-transparent commercial tracking Increased generation of unwanted commercial solicitations (spamming) Increased exposure to data security risks such as identity theft and fraud Solutions A privacy impact assessment (PIA) “is usefully defined as a process whereby a project‟s potential privacy issues and risks are identified and examined from the perspectives of all stakeholders. The essential goal is to describe personal data flows as fully as possible so as to understand what impact the innovation or modification may have on the personal privacy of employees or customers and how fair information practices may be complied with” A Privacy-enhancing technology (PET) is something that reduces or eliminates the risk of contravening privacy principles and legislation. “privacy impact assessments can be customised to the needs of any organisation.com/science/article/pii/S02673649 10001469 20 Birla Institute Of Management Technology . minimizes the amount of data held about individuals. Industry codes or company privacy policies. Potential harms: Interference with consumers‟ rights of data protection.sciencedirect. This article explores how to best protect consumers‟ privacy and personal data through available mechanisms that include industry self-regulation. privacy-enhancing technologies and legislative reform. http://www. and distribution of individuals‟ personally identifying information.Profiling the mobile customer. processing. and a search is undertaken for ways to minimize privacy concerns” According to David Flaharty.Is industry self-regulation adequate to protect consumer privacy when behavioral advertisers target mobile phones? -Nancy J. or empowers individuals to retain control of information about them.
different centres are not the same and people‟s mobility means that they will often travel to their preferred destination instead of their closest one. Upon collecting the required responses they were then tabulated and interpretations were drawn. Unless you understand is is very hard to gain them as customers and keep them loyal. 21 Birla Institute Of Management Technology . APPROACH TO THE PROBLEM Data collection was through primary sources only. informal interactions with the employees and data interpretation. If you want your business to be successful you have to understand their buying behaviour especially in today‟s competitive world. customer profile. offering exactly the same shops and services with regards to price and quality then we could assume that the population within the catchment would spend all of its money in the nearest centre. from where the customers are coming. and competition mapping.PROBLEM DEFINITION If all retail centres were alike. therefore this study will enable us to know the customers in an efficient manner & making feasible changes in the store operations & marketing initiatives. buying behavior. The store started its operations in July 2010 in the premises of Hotel Crown Plaza. Sec-10. It has become a critical issue now to understand the customer base to a large extent so that the store could perform better and may try to gain competitive edge. observations. certain recommendations were made to improve store efficiency. However. An important element of the study is therefore to provide a robust assessment of the current catchment area of the retail store. On the basis of customer interaction. Rohini. The report provides an analysis of Catchment area. for these purpose customers were interviewed in order to assess not just their responses but their attitude towards some of the finest departmental stores. A questionnaire was developed in accordance with the objectives seeking definite responses.
Sampling Technique The researcher must decide as to which sampling technique will be beneficial in accomplishing the research objectives. Sampling Sampling is the process of selecting units from a population of interest so that by studying the sample we may generalize our results back to the population from which they were chosen. This exploratory research relies heavily on the informal discussions with the Customer Care Associate (CCA) and management as well as general observations. Here in this study the population is taken as the customer base of Shoppers Stop. the population is dynamic and that the individuals making the population may change over time. Secondly. It must be defined precisely. This technique has many desirable features and is easily understood. Research methodology is a collective term for the structured process of conducting research and the term is usually considered to include research design.RESEARCH METHODOLOGY The system of collecting data for research projects is known as research methodology. In this study I have chosen simple random sampling which is a part of Probability sampling. Rohini. Since the factors responsible for Customer Behaviour are extremely varied and are subject to individual perception. This implies that each element is selected independently of every other element. Research Design The design of the study undertaken is exploratory and descriptive in nature. Also. the cost of conducting a research for the entire population will be too high. Population In order to conduct the sampling we first have to define the target population. sampling is done by the researchers mainly due to 2 reasons firstly. 22 Birla Institute Of Management Technology . In a simple random sampling each element has an equal probability of selection. Imprecise definition of the target population will result in research that is ineffective and can be misleading. These facts helped substantially in formulating the research findings and recommendations. it was imperative to carry out an exploratory research. The Population is the collection of elements that possess the information sought by the researcher about which inferences are to be made. Generalizing the result from sample back to population is often known as External Validity. data gathering and data analysis.
The open ended questions are included to get the qualitative inputs of the respondents so as to make the study more comprehensive. The response rate was around 90%. 3.Sample Design The sample consists of questionnaire filled by the customers or based on the interaction with the customers visiting Shoppers Stop. The questionnaire aims to find out: 1. The sample size taken was 197. Sample Size Sample size refers to the no. who was then interviewed. Data Collection Procedure A survey was conducted in order to collect the data from the decided 197 sample size.e. observations and customer interaction. of elements to be included in the study. Around 250 customers were approached for responses. Other data collection techniques include informal interaction with the employees. Questionnaire Development In order to analyze the Catchment Area & Perceptual Mapping of customers a questionnaire was prepared that was approved by the Unit Head & Retail Operation Manager after making the suggested changes. It was found out that 26 questionnaires were partially completed and therefore not included in the final sample. how customer perception is formed for a particular store. The sample size is taken as such that the results obtained can be easily generalized for the population. All the data collected is primary data. The questionnaire contains a mix of both open ended and closed ended questions. Research Instrument A survey questionnaire was used as the core research instrument. 4. Customer‟s awareness about the Shoppers Stop. out of which 223 customers responded to the questionnaire. Any scope of improvement in terms of service or products at the store. The survey was conducted manually by interviewing potential respondent inside the store. 2. in order to that higher the Sample Size higher the accuracy. Rohini. Assessing their buying behaviour Providing sound customer database highlighting customer profile. As this study was focused on the in store communication and the image of the store i. It is a complex decision and involves both Qualitative and Quantitative considerations. 23 Birla Institute Of Management Technology . Average time spend on each respondent was between 10 to15 minutes.
It is the process of evaluating data. Customer Profile Buying Behaviour Competition Mapping Trading Area Analysis A. business intelligence. D. The basic purpose was to know the different age groups and analyzing the variations in their purchase behaviour and preference with regard to the particular set of age group. To use patterns in the (study) sample data to draw inferences about the population represented. some of which include data mining. and then analyzed to form some sort of finding or conclusion. There are a variety of specific data analysis method. condense and recap. a database was formulated using primary data of 197 respondents. and data visualizations. C. reviewed. Age According to the demographics & geographic attributes of the customers. Objectives: To describe (summarize) the population of interest by describing what was observed in the (study) sample. using analytical and logical reasoning to examine each component of the data provided. text analytics. CUSTOMER PROFILE 1. 24 Birla Institute Of Management Technology .ANALYSIS AND INTERPRETATION Data Analysis is the process of systematically applying statistical and/or logical techniques to describe and illustrate. The analysis & interpretation is divided into following four heads: A. B. and evaluate data. Data from various sources is gathered.
40% 48. the respondents were classified in age intervals ranging from 10-20 till 60-70. Profession The respondents were further classified on the basis of their occupation mainly into four categories i. From the above pictorial representation of the data.e. 25 Birla Institute Of Management Technology .80% 50-60 60-70 Analysis: As the Data was gathered through questionnaire.AGE 2. 20-30 30-40 40-50 26. it was found out that 48. percentages & cumulative percentages were calculated. Rohini are within 20-30 years of age. Student & Housewife. The study aimed at knowing this composition so as to find new ways to attract people of varying profession accordingly.50% 2% 6. The above data was tabulated & their respective frequency.7% customers are within the age group of 20-30.10% 14. Thus the major customers of SSL. Service. Data was analyzed and categorized according to the intervals. Business. 2.20% 10-20.
Rohini who were the customers of Shoppers Stop much before the opening of the store in Rohini.90% 16.20% Business Service Student Housewife 48.70% 24. How long you have been associated with Shoppers Stop? 7.PROFESSION 10.9% are self employed.2% of the customers are engaged in service & 24.90% 16. the major customers are service class. Tenure of Your Association The objective is to calculate that customer base of SSL.20% 24.70% First Visit Less than 6months 6months-1year 1-3years 16. Thus. 3. 48. further the store should focus on its strategic positioning so as to attract more of business class people. The study would help in knowing the ways to retain old customer base.e.80% 18.80% 3-5years More than 5years 26 Birla Institute Of Management Technology .20% Analysis: From the above pictorial representation of data it was found out that 95 people of the total sample size i.60% 15.
27 Birla Institute Of Management Technology . It depicts that 50. Options were given like Often. Not applicable for those customers who visited the store for the first time. Age (Binned) * How long you have been associated with Shoppers Stop? Cross tabulation Count How long you have been associated with Shoppers Stop? Less than 1-3years Age (Binned) 10-20 20-30 30-40 40-50 50-60 60-70 Total 2 18 11 6 0 0 37 3-5years 1 20 8 4 0 0 33 6months-1year 2 16 11 3 1 0 33 First visit 4 2 4 3 1 1 15 6months 2 18 5 3 2 0 30 More than 5years 1 22 13 9 1 3 49 Total 12 96 52 28 5 4 197 The above table shows the age wise distribution of people as to how long they have been coming to Shoppers Stop. further the store can also keep all the customers updated about the promotional schemes to be launched in advance. The staff behavior should be decent & welcoming so as to retain old customers. B. Respondents were asked about their visit to the store in order to ascertain whether they make periodic visits & if yes what is the frequency.Analysis: All the respondents were bifurcated on the basis of from how long they have been shopping at Shoppers Stop. Tracking the frequency of customers visiting store. Rarely. Regularly & Not applicable. Thereby while conducting research it became clear that 60. it can be at any store across India. BUYING BEHAVIOUR 1.42% of the old customers are within the age group 20-30years.5% of the customers were the old customers who used to shop with SSL prior to the store at Rohini.
It can be seen that 34% customers visit regularly. Rohini? NA Age (Binned) 10-20 20-30 30-40 40-50 50-60 60-70 Total 4 1 4 2 1 1 13 Often 4 37 13 6 1 0 61 Rarely 4 26 12 12 1 1 56 Regularly 0 32 23 8 2 2 67 Total 12 96 52 28 5 4 197 The above table shows that there is no regular visitor in the age group 1020years and only . 2. Most Preferred Department The aim of this question was to assess the most likeable department of the customers so that more focus could be laid upon it & also efforts could be made to improve the department which gets the negative response in terms of preference & relatively lower purchases by the customers. and 28.Frequency of your visit to Shoppers Stop? 6.6 % had chosen Not Applicable as it was their first visit to SSL. Age (Binned) * Frequency of your visit to Shoppers Stop. 28 Birla Institute Of Management Technology .40% Often Regularly Rarely NA 34% The above table & pie shows the frequency of the customers visiting the store.60% 31% 28. 31% of them visit often.5% customers above 50years.4% visit rarely and 6. Rohini? Crosstabulation Count Frequency of your visit to Shoppers Stop.
Which department you like to visit first to start shopping with? 7% 4% 12% 18% 10% 28% 21% Ladies Ethnic Ladies Western Men`s Casuals Men`s formal Non Apps $ Leather Kids & Mothercare Home One can easily make out from the above table & pie that 28. 29 Birla Institute Of Management Technology .e. 3. a pattern of the customer visits need to be known.4% of the customers prefer to buy from Men`s casuals which tops the list of customer preference. Every store must analyze the time of high footfalls & prepare well to keep consistency in footfalls throughout the period.6% customers visited Home department which is a setback to the store`s business. Most Preferred Shopping Time In order to understand the mismatch in target footfalls i. On the contrary 3. fluctuating walkins.
19. 59.89% 10. What brings you to Shoppers Stop? Product Assortment Product Quality Promotional Offers Customer Service Store Visibility The pictorial representation clearly reflects that 32.80% The pie reflects the favorable shopping time. Why Do You Visit Shoppers Stop? It is an attempt to know that what makes people revisit the store.66% End of the month No such preference weekends 19. 30 Birla Institute Of Management Technology .Favorable Shopping Time. whenever there arises a need for something they resort to shopping.89% of the respondents replied that there is no such preferred time for shopping.14% 59. 4.8% of the customers replied that they are more comfortable shopping in starting of the month.5% of the customers comes or revisit the store because of good product quality. promotional offers or customer service. certain options were given like whether they come for assortment.50% Start of the month Mid of the month 9. 0. quality of merchandise. so it can be assumed that the majority of customers have not got any quality related issues.
4.Excellent 31 Birla Institute Of Management Technology .Good. Style/Design. Store Ambience & Quality Lifestyle. 3. COMPETITION MAPPING Objective: Process : To Map the competitors of Shoppers Stop. Rohini. Variety. Store Layout. Brand Name. Parameters for the analysis: Price Range.44% of the customers coming for product quality fall under the age group 20-30years and also that old people prefer to have good product assortment while they come for shopping. 2. A scale of 1-4 was opted for the evaluation 1. C.Poor.Average. Services Offered. Pantaloons & Ritu wears Big Life was chosen as the competitors for the comparative study.Age (Binned) * What brings you to Shoppers Stop? Cross tabulation Count What brings you to Shoppers Stop? Customer service Age (Binned) 10-20 20-30 30-40 40-50 50-60 60-70 Total 0 18 9 5 1 1 34 Product assortment 2 28 17 7 3 1 58 Product quality 9 31 17 6 1 0 64 Promotional offers 1 19 9 9 0 2 40 Store visibility 0 0 0 1 0 0 1 Total 12 96 52 28 5 4 197 The table depicts that 48.
PRICE RANGE 80 70 60 50 40 30 20 11 10 0 SS LS P RW 4 39 34 28 18 17 11 59 53 44 39 33 54 1 2 3 4 67 61 SERVICES OFFERED 90 80 70 60 50 40 30 20 10 1 0 SS LS P RW 6 0 22 59 77 64 57 55 50 50 54 1 2 3 4 19 19 21 18 32 Birla Institute Of Management Technology .
VARIETY 90 80 70 60 50 40 30 21 20 10 0 SS LS P RW 5 4 20 17 13 16 39 45 39 54 43 79 63 57 57 1 2 3 4 STYLE/DESIGN 80 70 61 60 52 50 40 30 20 10 2 0 SS LS P RW 0 16 7 15 17 11 19 43 46 1 2 3 4 75 68 67 73 33 Birla Institute Of Management Technology .
BRAND NAME 120 111 100 77 70 58 45 40 29 21 20 2 0 SS LS P RW 1 2 6 13 15 14 33 80 75 1 2 3 4 60 STORE LAYOUT 100 90 80 70 60 50 40 30 20 10 0 0 SS LS P RW 2 0 16 15 14 17 13 55 59 53 68 61 59 54 1 2 3 4 86 34 Birla Institute Of Management Technology .
STORE AMBIENCE 100 90 80 70 60 50 40 30 20 10 0 0 SS LS P RW 3 0 14 18 16 16 10 51 53 56 53 52 89 76 65 1 2 3 4 QUALITY 90 80 70 60 50 40 30 20 10 0 0 SS LS P RW 1 12 16 8 9 9 22 67 64 57 77 65 60 58 47 1 2 3 4 The above graphical representations depict the ratings given by respondents on the parameters chosen for the comparative study. 35 Birla Institute Of Management Technology .
36 TOTAL 26.COMPARATIVE CHART PARAMETERS Shoppers Stop Price Range 2.83 STORE NAME Lifestyle Pantaloons Ritu Wears 3.24 2.81 Services 3.43 3.48 Offered Variety 3.41 2.59 Store 3.53 2.33 26.57 2.70 20.48 2.34 2. On totaling the ratings of all parameters for a particular store.07 3.33 A mean is calculated using the rating given by the customers on all eight parameters.74 Store Layout 3.61 2.36 3.22 Brand Name 3.61 2.60 Ambience Quality 3.46 3. 36 Birla Institute Of Management Technology .49 3.06 2.52 2.48 2.03 Style/Design 3.47 3. Pantaloons and Ritu wears.61 2. we come to know that Shoppers Stop stand at the first position followed by Lifestyle.54 2.47 2.44 2.66 2.38 3.57 20.
17% of customers at Shoppers Stop are coming from secondary catchment.D. Secondary areas are within the radius of 5-10Km. 37 Birla Institute Of Management Technology . process or technique that provides a basis for understanding. TRADING AREA ANALYSIS Trade area analysis is a methodology. 8% of the customers are coming from tertiary catchment area. so it will not be appropriate to consider them in any of the catchment area. These primary catchment areas can be easily reached by both metro & road. Inference: Above graph clearly shows that 66% of customers at Shoppers Stop are coming from primary catchment. Trade area analysis and mapping tell you: Where a store's customers are coming from How many customers you have in a trade area Where to look for more customers TRADING AREA ANALYSIS 8% 17% PRIMARY SECONDARY 66% TERTIARY Other areas include 9% of the customers who are mainly out station residents or belong to very far off places of Delhi NCR. visualizing and quantifying the extent and characteristics of known or approximated trade areas.
The areas are: Rohini Pitampura Delhi Tech University Shalimar Bagh Budh Vihar Ashok Vihar Vijay Vihar Above map clearly shows the primary catchment area of Shoppers Stop. The areas are: Paschim Vihar Puth Khurd Karan Vihar Mangolpuri Jahangirpuri Kanhaiya Nagar Inderlok Keshav Puram Birla Institute Of Management Technology 38 .Primary Catchment: The primary catchment is within 0-5Km radius of Hotel Crown Plaza where Shoppers Stop is located. Secondary Catchment: The Secondary Catchment is within 5-10Km radius of the store. Rohini.
The areas are: Rani Khera Khera Khurd Model Town Adarsh Nagar Azadpur Shastri Nagar Mundka Patel Nagar Moti Nagar Kirti Nagar Punjabi Bagh 39 Birla Institute Of Management Technology .Tertiary Catchment: The tertiary catchment is within 10-15kms Shoppers Stop.
Shoppers stop is at the first position when compared to its competitors followed by Lifestyle. There is an inverse relationship between number of old customers and age. Rajouri is common.RESULT & CONCLUSION 48. Stock replenishment is to happen on every Tuesday.e.03% customers prefer it. Pantaloons and Ritu wears. Rohini on a regular basis. those who have been associated with the shoppers stop much before the store at Rohini came into existence.3% customers visit the store for customer service. 48. 40 Birla Institute Of Management Technology . The scope of outstation candidates can increase in future because the store is located in the premises of Hotel Crown Plaza. Thursday and Saturday but arousal of many customer complaints regarding variety and stock repetition (private labels) made it inefficient. 32. The tertiary area of Shoppers Stop.5% customers like product quality whereas only 17. 7.7 % of the customers are within the age group of 20-30 years i. Rohini & primary catchment area of Shoppers Stop. it also signifies that people in the catchment area have started making repeated purchases. Many employees do not have proper product knowledge due to which some of them hesitate in providing assistance to customers. 34% of the customers visits SSL. Home department is not generating desirable business as only . 43% customers like to start shopping in ladies section which makes it most preferred department. this can be termed as loyal customer base.5% of the customers are old customers i. so the store is successful in attracting new customers.2% of the customers are service class.89% customers respond that there is no preferred time for shopping. There are many areas which should be the sound catchment area for the store but as such customer penetration is not up to the mark.6% of the customers visited the store for the first time. 59. 60. they shop whenever there is a need or simply depends on mood.e. Revenue generation from secondary & tertiary catchment area is very low. majority customer base is youngsters.
etc. so there is no point analysing them as they may not visit the store again. There is a chance that a respondent (Customer) may be biased in terms of product characteristics. as only those respondents were considered who have been to all four stores. Rohini. price. It is assumed that they will rank better & give a clear view of where we stand as compared to competitors. As the store is located in the premises of Hotel Crown Plaza. Sample size for competitor‟s analysis is 143. 41 Birla Institute Of Management Technology . Customer choice is also based on geographic factors. sample size includes respondents who cannot be considered in Catchment Area of the store.LIMITATIONS & CAVEATS The project is limited to Shoppers Stop. The method of sampling is Random Selection.
it is advisable that promotional signage‟s of other departments could be displayed at the heavy traffic areas.RECOMMENDATIONS The store should focus on other age groups as well. More promotional offers are required to lure Housewives & Students in order to increase walk-ins as both the categories perceive shoppers stop as quite expensive. The store may add some value to the shopping experience of old customers by offering new services like personal attention by the CCA apart from persuading them to be First Citizens. cafe coffee day & saloon i. more discounts should be offered on In-house brands as it will increase the footfalls & make the private labels familiar to the customer. The management should understand the needs of people belonging to these age groups & try to increase their contribution to sales. As Ladies Department is preferred by 43% customers. Majority of customers does not have any preferred time for shopping which clearly gives an opportunity to attract them & make them visit the store on weekdays to match the target footfalls e.5% customers are within the age group 50-60 years & 2% customers in age group 60-70 years. A strict check on Floor Movement Register is required so as to ensure employees to be present on floor during working hours. Promotional coupons for home department can be given to customers shopping from crossword. the validity period of the coupons issued should be kept considering the footfall pattern of the store. There is a need to focus on stock replenishment by adopting a highly responsive supply chain because customers are not satisfied with the prevailing variety levels. In order to attract new customers.g. 42 Birla Institute Of Management Technology . a need to have tie up with shop in shop tenants.e. also they can check and take measures against undesirable stock repetition. only 2.
Which brings you to Shoppers Stop? Product Assortment Product Quality No such preference Promotional Offers Customer Service 43 Birla Institute Of Management Technology .. Frequency of your visit to Shoppers Stop.EXHIBIT Dear Customer. Contact No: …………………………. 3. How long you have been associated with shoppers stop? First visit Less than 6 months 6months-1year 3-5Years More than 5 years 7. Which department you like to visit first to start shopping with? Ladies: Ethnic Western Men’s casuals Men’s formal Home Non apps and leather: Jewellery Fragrances Sunglasses Handbags Kids & Mother Care Footwear Watches Travel Bags & Wallets 9. 5. Kindly spare your precious time & help us serve you better. Our aim is to make your shopping experience as memorable as possible. Address: ……………………………………………………………………………………………………………………………………………… 6. we welcome your extremely valuable feedback. In an attempt to achieve this. Age: …… Profession: …………………………………. Rohini? Often Regularly Rarely Not Applicable 1-3Years 8. 1. 4. 2. Name: ………………………………………………………………………………. Which is the most preferred shopping time for you? Start of the month Mid of the month End of the month 10.
11.Average. 2. 44 Birla Institute Of Management Technology . …………………………………………………………………………………………………………………………………………….Poor. Your valuable suggestion(s) on improvement of our store. Best Regards. Rate the following attributes on the scale of 1-4 1. 4.Excellent Shoppers Stop Lifestyle Pantaloons Ritu Wears Big Life (a) Price range (b) Services offered (c) Variety (d) Style/Design (e) Brand name (f) Store layout (g) Store ambience (h) Quality 12. 3... Shoppers Stop Ltd. ……………………………………………………………………………………………………………………………………………… ……………………………………………………………………………………………………………………………………………. …………………………………………………………………………………………………………………………………………….Good.
http://maps. http://www.REFERENCES 1.co.shoppersstop. http://www.jsp.google. http://www.com/essays/CatchmentArea/577036 4.oppapers.com/todays-paper/tpbrandline/article2433676.in/maps?hl=en&tab=wl 3.vr 45 Birla Institute Of Management Technology .wikipedia.thehindubusinessline.com/index. http://en.ece 2.org/wiki/Rohini_Sub_City 5.