Al Fatah DHA DD

Ali Shaharyar Shigri

Hamza Malik

We surveyed Al Fatah DHA DD Shop to study shoppers for about 20-25 mins and how al fatah has
changed their mapping journey for customers from time to time to provide a more convenient and
enjoyable shopping experience. What we have noticed is that shoppers in Al fatah are mostly comprised
of daily, weekly or convenience shopper but not monthly shoppers like Hyperstar or metro cash and
carry. What we have noticed from Al fatah and other big Hypermarts is the time that it takes for
shoppers when they enter and when they got out of the shop. Our conclusion of the shoppers in Al
Fatah FF section are 8-15 min shoppers which means they know what they are looking or which section
to look or have few items to purchase. Whereas in Hypermarts it usually start with a min 30-40 min
session and goes up to 1.5 hour. We observe the difference in audience as compared with Hypermarts
for a slightly larger purchase. Hypermarts do not usually provide few things.

 For large/small purchase, we have observed that al fatah plays on customer service as we saw a
driver coming to the shop and handing out a note at the counter and they assigned a person
who arranged every item for him. Whereas in Hypermarts you have to move around and look
for each items yourself. This tells us about the audience who prefers al fatah to Hypermarts.
They are the elites of the society as they value time more than money.
 Most of the audience that shop in al fatah DD shop from our survey comprised of snacks, bread,
eggs, milk, yogurt, cereals, soft drinks and confectionary items. We can simply put in a way that
most purchases are of the items that are consumed on a daily basis or when consumer feel the
need like chocolates etc. It is more of convenience for them to park, shop, and checkout in al
fatah than in Hypermarts.
 Al Fatah has a distinctive advantage that is proximity and trust that it has gained over the years.
The trust factors rules out any other local departmental store in the area.
 The purchases in al fatah DD shop is mostly around rs. 1000-2000. now, you will not be spending
30 min on a Hypermart for rs. 2000 value of goods.

We observe that males fellow tend to read the instructions and evaluate the options and check the cost
benefit analysis in their minds whether the product is satisfying their need before purchase whereas
females go for the visual of the product or they have already made up their minds what they want to
purchase. We observe that around 5 parents out of 8 parent with their kids have bought snacks, biscuits
and confectionary items etc or were forced by the kids to purchase it for them. we have observed that
during our survey most of the shoppers age group was between 25-40years and mostly educated class.

Al Fatah in my view has used this for their advantage and placed all the frequently consumed daily
products like milk, bread and eggs, snacks, chocolate or cereal on the ground floor to serve quickly the
daily customers and making room for the customer with large purchases to shop and checkout in timely
manner. In addition, Al fatah has a large collection of imported products for their customer and they
tend to note down every product that a customer ask to make it available for them when they visit next
time. Al Fatah has used time and customer service for their advantage. This observation is for Al Fatah
DD Shop and not for Al Fatah Y Block that is quiet bigger than the Al fatah DD shop.