TABLE OF CONTENTS

No. TOPIC PAGE No.

Chapter.1 Introduction  8-9

Chapter.2 Research methodology 10-13

Chapter.3 Review of literature 14-15

Chapter.4 Profile of company  16-57

Chapter.5 Analysis of interpretation of data 58-69

Chapter.6 Summary of findings ,Conclusion& Recommendation  70-76

Chapter.7 Bibliography 79

Chapter.8 Annexure 80-83

 INTRODUCTION

"The story is not about us, but this story is about the people who visit our stores. This is a
 proud moment for India."

One of the biggest retail here in India we know is RAHEJA‘s SHOPPERS STOP.
Shopper's Stop was founded by K Raheja Corp in October 1991 with its first store in
Mumbai. From being a men's ready to wear store it soon evolved into a complete family
lifestyle store. As of 2008, Shopper's Stop had 1.3 million sq. feet. of retail space spread
across 24 stores in 11 cities in India with a retail turnover of over Rs. 12.07 billion.

The objective of this assignment is:

• Customer profiling - Who is buying & who is not?

• What are Customer Buying Preferences in SSL?

• What are Customer Buying Preferences in mall?

 COMPANY PROFILE

Shoppers stop is, as the brand calls itself, ―the first store in the history of modern
retailing in India. Its present in 14 cities in India with multiples store in big metros The
foundation of Shoppers' Stop was laid on October 27, 1991 by the K. Raheja Corp. group
of companies. Being amongst India's biggest hospitality and real estate players, the
Group crossed yet another milestone with its lifestyle venture - Shoppers' Stop.

From its inception, Shoppers' Stop has progressed from being a single brand shop to
 becoming a Fashion & Lifestyle store for the family. Today, Shoppers' Stop is a
household name, known for its superior quality products, services and above all, for
 providing a complete shopping experience.

With an immense amount of expertise and credibility, Shoppers‘ Stop has become
the highest benchmark for the Indian retail industry. In fact, 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.

Shoppers Stop Ltd has been awarded "the Hall of Fame" and won "the Emerging Market
Retailer of the Year Award", by World Retail Congress at Barcelona, on April 10, 2008
Shoppers Stop is listed on the BSE. With the launch of the Navi Mumbai departmental
store, Shoppers Stop has 26 stores in 13 cities in India.

Shoppers Stop began by operating a chain of department stores under the name
―Shoppers‘ Stop‖ in India. Currently Shoppers Stop has twenty six (26) stores
across the country and three stores under the name Home Stop. Shoppers Stop has
also begun operating a number of specialty stores, namely Crossword Bookstores,
Mother care, Brio, Dies Café, and Arcelia.

Shoppers Stop retails a range of branded apparel and private label under the following
categories of apparel, footwear, fashion jewellery, leather products, accessories and home
 products. These are complemented by cafe, food, entertainment, personal care and
various beauty related services.

In April 2008, Shoppers Stop changed its logo and adopted the mantra "Start Something
 New".

Shoppers Stop's sister stores include:

• Crossword Bookstores (a specialised book store)

• Home Stop (store for furniture and home accessories)

• Brio

• Hyper city (offers food and grocery, general merchandise and apparel)
• Mother Care (offers products for expecting mothers, babies, toddlers and children)

•  Nuance Group (manages the outlets at the international airports at Bangalore and
Hyderabad)

LOYALTY PROGRAM

Shoppers Stop‘s has a loyalty program called First Citizen. They also offer a co -
branded credit card with Citibank for their members. This is a Loyalty Programme of
Shoppers Stop which not only gives the customer Special Offers, Benefits, &
Privileges but also helps them earn points on their purchases. These points can be
redeemed for an equivalent value of purchases at Shoppers‘ Stop

First Citizen‘s.

Consumer behavior at Shopper‘s stop 

Knowing our customers more closely

Retaining our Loyal Customers.

Helps us identify our big customers.

Helps in updating customers about

our special privileges & benefits

Contribution of First Citizen‘s to store sales. Points Benefits

SHOPPERS STOP PRESENCE

• North – 12 stores • South 8 stores + 2 airport stores. • East - 3 stores • West – 10
stores

COMPANY VISION

―To Be A Global Retailer In India And Maintain Its No. 1 Position In The
Department Store Category.‖

COMPANY MISSION

―NOTHING BUT THE BEST‖ We Will Provide the ―BEST‖ Value In Terms
Of Products And Services And Adopt ―best‖ Proces s For Stakeholders,
Without Compromise, Thereby Matching Global Standards Thereby Matching Global
Standards Of Performance.

SHOPPER’S STOP LTD. (SSL)

Setting up shop in 1991 (October) with its flagship store in Adhere, Mumbai,
Shoppers‘ Stop is a member of the K. Raheja Corp. of Companies. Shoppers‘ Stop
first retail venture by the K. Raheja Corp. Promoted by Mr. Chandra L. Raheja,
Mr.Ravi C. Raheja
and Mr. Neel C. Raheja, K.Raheja Corp. have been leaders in the construction business
for over 48 years.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.

Today, Shopper‘s Stop has acquired the status of a pioneer in organized retailing in
the country. It has a very strong national presence and is also well connected with the
International Retailing scene. It is the only department store chain in India to be a
member of IGDS, ―International Group Of Department Store‖ where only the
best store of each country gets an opportunity to be a privileged member.
PRODUCT AND SERVICE PROFILE OF THE ORGANISATION

Shoppers‘ Stop undertakes image makeover; revamps looks, logo, uniforms, among
others.

―Change is essential. Our consumers are changing, their preferences are constantly
evolving. They are getting younger. And so, we have to change along with them.‖

- B S Nagesh, Customer Care Associate & Managing Director

After 17 years of existence K Raheja owned and B. S. Nagesh managed India‘s

largest department stores retail chain Shoppers‘ Stop has decided to spend Rs.
20 cr. ($5 million) on image makeover.

In a major revamping exercise, it has changed its logo, baseline, uniforms, shopping
bags, and looks, among others, though, it will not change its black and white colors.
Explaining rationale behind retaining colors, Govind Shrikhande, CCA & Chief
Executive Officer, Shoppers‘ Stop, said, ―It is more classical, rich and
authoritative, something Shoppers‘ customers connect with. Black and white
gives us a strong brand recall value.‖ 

―The simple but classic new logo without the old elliptic ring, which has an
international look and a timeless appeal, carrying the new baseline ‗Start
something new‖. 
 MARKETING STRATEGY

PROCESS FOLLOWED

Segmentation, targeting, and positioning together comprise a three stage process which
Shopper‘s stop follows:

a. Determine which kinds of customers exist,  b. Select which ones we are best off trying
to serve,

c. Implement our segmentation by optimizing our products/services for that segment and
communicating that we have made the choice to distinguish ourselves that way.

SEGMENTATION:

Segmentation involves finding out what kinds of consumers with different needs exist.
In the apparel market, for example, some consumers of Shoppers‘ stop demand
latest fashion, while others are much more concerned about comfort and price. In
general, it holds true that ―You can‘t be all things to all people,‖ and experience
has demonstrated that firms that specialize in meeting the needs of one group of
consumers over another tend to be more profitable.

Several different kinds of variables can be used for segmentation:-

1. Demographic variables essentially refer to personal statistics such as income, gender,

education, location (rural vs. urban, East vs. West), ethnicity, and family size. Tommy
Hilfiger, for instance, has found the most of their buyer is associated with elite group
thus, you get a different product in the same cans at the East and West coasts. Facing flat
sales of ―peter England‖ dominated market, a manufacturer came out with
this the Madura f&l a more compact, Taking this a step farther, it is also possible to
segment on lifestyle and values.‖ 

2. Some consumers want to be seen as similar to others, while a different segment wants
to stand apart from the crowd eg; Calvin Klein & fcuk ,Tommy Hilfiger etc.

3. Another basis for segmentation is behavior. Some consumers are ―brand

loyal‖—i .e. they tend to stick with their preferred brands even when a competing one
is on sale. Some consumers are ―heavy‖ users while others are ―light‖ users.
For example, research conducted in this project shows that most costly product of
Shoppers ‗stop is bought by 35% of the total customer that is 80% .  presumably a
rather intoxicated group.

4. One can also segment on benefits sought, essentially bypassing demographic

explanatory variables. Some consumers, for example, like the product of ―Black berry‖
 because its more comfortable while others prefer the brand like Arrow & Allen Solly.
Some consumers use cloth to hide the body while other use it for the status & fashion.
TARGETING:

1. In the next step, we decide to target one or more segments. Our choice should
generally depend on several factors:-

➢ First :- How well are existing segments served by other manufacturers? It will be more
difficult to appeal to a segment that is already well served than to one whose needs are
not currently being served well.

➢ Secondly:- How large is the segment, and how can we expect it to grow?
➢Thirdly:- Shoppers stop target to the elite group of people which is higher income group

mainly but in some way it also target to the middle group as

well.

POSITIONING:

Positioning involves implementing our targeting. Shoppers stop has done there
 positioning by introducing foreign brand such as FCUK, CK Jens and Tommy Hilfiger
etc.
 MARKETING MIX

Main Aspects of Marketing Mix

The easiest way to understand the main aspects of marketing is through its more famous
synonym of "4Ps of Marketing". The classification of four Ps of marketing includes
marketing strategies of product, price, placement and promotion. The following diagram
is helpful in determining the main ingredients of the four Ps in a marketing mix.

PRODUCT:

In simpler terms, product includes all features and combination of goods and related
services that a company offers to its customers.

Product is the most important aspect of marketing mix for two main reasons. First, for
manufacturers, products are the market expression of the company's productive
capabilities and determine its ability to link with consumers. So product policy and
strategy are of prime importance to an enterprise, and product decisions dictate the scope
and direction of company activity. Moreover, the market indicators such as profits, sales,
image, market share, reputation and stature are also dependent on them. Secondly, it is
imperative to realize that the product of any organization is both a component and a
determinant of the marketing mix. as the Shop per‘s stop are of high quality & cater to all
elite group of people like CALVIN KLEIN ,FCUK,TOMMY HILFIGHER,ALLEN
SOLLY etc.
PRICING:

Pricing is basically setting a specific price for a product or service offered. In a simplistic
to the concept of price as the amount of money that customers have to pay to obtain the
 product. Setting a price is not something simple. Normally it has been taken as a general
law that a low price will attract more customers. It is not a valid argument as customers
do not respond to price alone; they respond to value so a lower price does not necessarily
mean expanded sales if the product is not fulfilling the expectation of the customers

Generally pricing strategy under marketing mix analysis is divided into two parts: price
determination and price administration (ibid). Price determination is referred to as the
 processes and activities employed to arrive at a price for a product including
consideration of relative prices of products within the same line, and differences in price
for similar products of differing grades and qualities.

― Shopper‘s stop follows premium pricing strategy that is selling high quality
products at the higher price‖.

PLACE:

Place under marketing mix involves all company activities that make the product
available to the targeted customer while planning placement strategy under marketing
mix analysis. Eg. location of Shoppers‘s stop in all the metros is on premium place
in the like Garuda mall in Bangalore .

PROMOTION:

Promotional strategies include all means through which a company communicates the
 benefits and values of its products and persuades targeted customers to buy them . e.g.
Shoppers stop communicate to customers through news paper , fm, hoarding etc.
 RETAIL MIX

1. Merchandise assortment

The company was looking for a solution that would bring all of its businesses and
 processes together. After a comprehensive evaluation of different options and software
companies, the management at Pantaloon decided to go in for SAP.

Some of the qualities of SAP retail solutions are that it supports product development,
which includes ideation, trend analysis, and collaboration with partners in the supply
chain; sourcing and procurement, which involves working with manufacturers to fulfill
orders according to strategic merchandising plans and optimize cost, quality, and speed
variables that must be weighted differently as business needs, buying plans, and market
demand patterns change managing the supply chain, which involves handling the
logistics of moving finished goods from the source into stores and overseeing global
trade and procurement requirements; selling goods across a variety of channels to
customers, which requires marketing and brand management; managing mark-downs and
capturing customer reactions, analyzing data, and using it to optimize the next phase of
the design process.

2. Place In the channels of distribution, the physical facilities point of location.

3. Price; premium price

4. Visual merchandising

Visual merchandising supports:-

a. sales
 b. retail strategies  
c.   communicates with customers
d. communicates image
e. supports retailing trends.

Visual merchandising includes:-

1. Interior merchandising

➢ Sufficient visual merchandizing within the store that included danglers, signage,
standees, distribution of pamphlets, which gave details of the offer.

Display, point of purchase, fixture, equipment and furnishings store layout. ➢ Product
 packaging and labels.

2. Exterior merchandising

➢ With the ramp show in om shanti om movie.

➢ Hoarding in the big metros & staff with announcements about the offer to make people
aware.

➢ Advertising on fm. ➢Store atmosphere.

RETAIL PROMOTION MIX 1. ADVERTISING:

Advertising is recognized as an indispensable tool of promotion. It has acquired a lot of

significance in the national and international markets. With the advent of globalization
and liberalization its imperativeness in the Indian retail sector has increased as a result
of competitions, latest technologies, and the rapidly changing consumer lifestyles.

a. Objectives of Advertising:

The fundamental objective of advertising is to sell something a product, service. The

Major Objectives of advertising are:

1. To promote a new product. 2. To warn the public against imitation of the retailer‘s
 product. 3. Tomanagecompetitioninthe market.

 b. Benefits: 1. Advertisement helps in creating awareness among the customer about the
existence, price, and availability of product. 2. Increases the utility of existing
 products. 3. It educates customer about new product and their diverse

uses c. Types of advertising:

i. Informative Advertising: Purchases of durable products are generally erratic and often
too expensive

to buy, so the retailer spends a huge amount on informative

advertising. ii. Corporate Advertising:

Its main motive is to build a corporate image. Corporate Advertising builds up retailer
image. It increases goodwill towards the retail organization

iii. Financial Advertising

1.PROMOTION: Promotion can be loosely classified as "above the line" and "below the
line"

 promotion. The promotional activities carried out through mass media like television,
radio, newspaper etc. is above the line promotion. The terms 'below-the-line' promotion
or communications refers to forms of non-media communication, even non-media
advertising. Below-the-line promotions are becoming increasingly important within the
communications mix of many

companies, not only those involved in Fmcg products, but also for industrial goods.
BELOW THE LINE SALES PROMOTION

Some of the examples of BTL (bridge to luxury) promotions are by exhibitions,

sponsorship activities, public relations and sales promotions like giving freebies with
goods, trade discounts given to dealers and customers, reduced price offers on products,
giving coupons which can be redeemed later etc.

Below the line sales promotions are short-term incentives, largely aimed at consumers.
With the increasing pressure on the marketing team to achieve communication objectives
more efficiently in a limited budget, there has been a need to find out more effective and
cost efficient ways to communicate with the target markets. This has led to a shift from
the regular media based advertising.

Methods of below the line sales promotion:- i. Price promotions

Price promotions are also commonly known as" price discounting". These can be done in
two ways:- 1. A discount to the normal selling price of a product, or more of the product
at the normal price. 2. Price promotions however can also have a negative effect by
spoiling the brand reputation or just a temporary sales boost (during the discounts). ii.
Coupons Coupons are very versatile, way of offering a discount. Following are the
examples of the use of coupons:-

-On a pack to encourage repeat purchase -In coupon books sent out in newspapers
allowing customers to redeem the coupon at a retailer.

-A cut-out coupon as part of an advert.

The key objective with a coupon promotion is to maximize the redemption rate this is
the proportion of customers actually using the coupon. It must be ensured when a
company uses coupons that the retailers must hold sufficient stock to avoid customer
disappointment. Use of coupon promotions is often best for new products or perhaps to
encourage sales of existing products that are slowing down.

iii. Gift with purchase The "gift with purchase" is a very common promotional
technique. In this the customer gets something extra along with the normal good
 purchased

eg.1)purchase of 5000/ get the perfume worth 2000. 2)buy three trouser of blackberry &
get the gift voucher of 1000 rs.

iv. Competitions and prizes

Shoppers‘s stop organize the event on the eve of new year that sing 6 songs of the same
starting word in 2 minutes get the 1000 rs. of gift voucher.

v. Money refunds Here, a customer receives a money refund after submitting a proof of 
 purchase to the manufacturer. Customers often view these schemes with some suspicion
particularly if the method of obtaining a refund looks unusual.
vi. Frequent user / loyal incentives Repeat purchases may be stimulated by frequent user
incentives.

5. PUBLIC RELATION:

Public relations the planned and sustained effort to establish and maintain goodwill and
mutual understanding between an organization and its target publics.

vii. Point-of-sale displays A data collection system that electronically receives and
stores bar code information derived from a sales transaction. This could the zip codes for
library users, facilitating the library in determining geographic market are that users
reside in. Most of the big brands are following the suit of BTL promotion because of rising
prices of media based promotion, advertising clutter and increased impulse
 purchasing.

BTL promotions are gaining popularity among all big companies nowadays considering
their effectiveness because of the "individual customer promotion" at a price, which is
much lesser than the normal media promotions.

3. PERSONAL SELLING: Persuasive communication between a representative of the

company and one or more prospective customers, designed to influence the person's
or group's purchase decision.

4. PUBLICITY OF PRODUCT:

Publicity non-personal communication in news story form about an organization, its

 products or both, that is transmitted through a mass medium at no charge.

6.ATTRIBUTE Envelope

Something that envelops; a wrapping. A products wrapping affects a lot on its sale. More
customers are attracted if envelope is very attractive.

7. LOGISTICS: Logistics is the art and science of managing and controlling the flow

of goods , energy, information and other resources like products, services and people

from
the source of production to the marketplace. It‘s Important to have professional
logistical support logistical. The operating responsibility of logistics is the
geographical repositioning of raw materials, work in process and finished inventories
where required at the lowest cost possible.

8. SUPPLY CHAIN:

Supply chain, is a coordinated system of organizations, people, activities, information

and resources involved in moving a product or service in physical or virtual manner from
supplier to customer. Supply chain activities transform raw materials and components
into a finished product that is delivered to the end customer.
9. COMPETITORS

Shoppers stop operates in a competitive environment. For each line of business, they face
competition from established national and regional companies. In the fashion segment,
they probably face competition from pantaloon, Trent and Lifestyle. The hypermarket
 business is relatively new, being just about three to four years old in the country.
Shoppers stop faces competition from the likes of RPG (Spencer‘s), Trent (Star
India Bazaar) .

Spencer & Company Limited is another large retail group in the country withs
Health & Glow.
a. RPG GROUP:
Food world, operated by Food World Supermarkets Limited, while Health &
450-plus Music World, 50-plus Spencer's Hyper covering 4 mn sq.ft by 2010.

Kishore biyani future group is one of the biggest competitors.

 b.future group:
It Operates big bazaar, pantaloon zone

Investing Rs.30000 cr. ($6.67 billion) in setting up multiple retail formats wit
d.RELIANCE RETAIL: 10.

e. LIFESTYLE: Investing Rs.400 cr.-plus ($90 mn) in next five years on Max Hypermarkets &

f. PIRAMYD RETAIL: Aiming to occupy 1.75 million sq.ft retail space through 150 stores in next five

MAJOR PROBLEMS

a. Retailing is in a rapid state of change due to speedy technological developments,

changing competitive positions, varying consumer behaviors as well as their expectations
and liberalized regulatory environment. In such a scenario, information is crucial to plan
and control profitable retail businesses and it can be an important source of competitive
advantage so long as it is affordable and readily available.

 b. In west, retail businesses have been the early adopters of Information Technology (IT).
As there is a need to capture accurate information and make it available not only within
the store but send it to warehouse, distributors and manufacturers in real time to manage
the short shelf life of some goods in grocery sector and costs of inventory, varied DSS
tools have been adopted by organized retailers. VMIs- vendor managed inventory
systems, Scanner, OLAP (online analytical processing), supply chain management
systems, forecasting systems, CRM- customer relationship management systems, ERP-
enterprise resource performance system etc. are the tools used by organized retailers in
developed nations.

c. Most retailers collect and have access to huge amount of data, collected from day to
day operations e.g. customer loyalty data, retail store sales and merchandise data,
demographic projection data etc. Currently retailers are data rich but information poor.
There is a great potential to develop systems.

ANALYSIS OF INTERPRETATION OF DATA

SURVEY ANALYSIS

1. Total people surveyed-90

2. Total people who responded well-72

1. Men: 22  

2. Women: 30

3. Youngsters: 18

4. Children: 8

5. Old aged: 12

Result-total people surveyed were 90 & 72 responded well from the majority was of
women.

B.Marital status:-

1. Married: 74

2. Unmarried: 16

Result-from total 90 married were 74 & unmarried were 16.

d. Income group: -

1. 0-10000: 20

2. 10000-20000: 24

3. 20000-30000: 28

4. More than 30000: 18

Result-most of the people in the survey was having the income 20000-30000.
e. Is your home: -

1. A single family house: 55

2. Two family house: 25

3. Single: 10

Result-55 were the single family house. 25 were the two family house. 10 were the
single.

f. Indicate activities/interests which you and/or household members enjoy on a regular 

 basis:

1. Bicycling/running: 1

2. Dieting: 25

3. Crafts: 5

4. Foreign travel: 15

5. Gourmet/fine food: 45

6. Fashion clothing: 40

7. Bible/devotional reading: 12

8. Physical fitness/exercise: 69

9. Stereo/records and tapes: 14

10.Art/antiques: 8

11. Outdoor gardening: 35

12. Wildlife/environment issues: 40

13. Health foods/vitamins: 70

14. Money making opportunities: 50

15. Book reading: 24

16. Self improvement: 45  

17. Watching sports on TV: 40

18. Charities/volunteer work: 16

19. Other: 12

Result-from the analysis it is clear that most of the people were interested in health
foodsi.e70,physical fitness 69,fashion clothing 40 etc.

CONCLUSION FROM SURVEY ANALYSIS a. Men and women both are responsive
this shows that they have interest in the products either they buy or not. They have good
knowledge about the product they buy.

 b. Women are very careful about what they buy but sometimes men tend to ignore some
of the features of product. c. Women are more attracted and keen to know about the
schemes, discounts, gifts, etc on product.  d. People have multiple life style and people
have interest in music, fitness, health, dieting, health food, vitamin rich products, and
fashion clothing. e. Women, children, youngsters, aged people frequently make visit to
stores. f. People of single family and apartment family are frequent customers.  g. People
of middle class and upper middle class are frequent customers and they spend good
amount of their income.

TREND ANALYSIS

a. how often you used this product before the scheme?

1. Every day: 49  

2. More than once a week: 21

3. Once a week: 20

Result-from the total 90 people 49 people were there who use the product before the
scheme every day.

 b. How often do you use products from this

1. Every day: 55  

2. More than once a week: 29

3. Once a week: 6

Result-55 people were using the product every day.

CONCLUSION FROM TREND ANALYSIS

Trend analysis shows that consumption rate of the products was good, as the products
were mainly daily used products. Earlier the rate of using of product was less in
comparison, after the scheme.

CONJOINT ANALYSIS
a. Stores are conveniently located:-

1. Very Strongly Agree: 20

2. Strongly Agree: 28

3.Agree: 27  

4. Disagree: 15

Result-28 people were strongly agree that stores are conveniently located.

 b. Store atmosphere and decor are appealing:-

1. Strongly Agree: 29

2.Agree: 40  

3. Disagree: 21

Result-40 people were strongly agree that atmosphere & décor are appealing.

c. A good selection of products was present.

1. Strongly Agree: 24

2. Agree: 51  

3. Disagree: 25

Result-51 people were strongly agree that the good selection of product was available.

d. (Store) has the lowest prices in the area:-

1. Strongly Agree: 30

2.Agree: 45  

3. Disagree: 15

Result-45 people were strongly agree that store has the lowest price

e. Merchandise sold is of the highest quality:-

1. Strongly Agree: 26

2. Agree: 52  

3. Disagree: 12
Result-52 people were agree that sold merchandise was of the highest cateogary.

f. Merchandise displays are attractive:-

1. Strongly Agree: 9

2.Agree: 69  

3. Disagree: 12

Result -69 people were agree that merchandise displayed were attractive that shows the
quality of the store.

h. Overall, I am very satisfied with the store:-

1. Strongly Agree: 55

2.Agree: 30

3. Disagree: 5

Result-55 people were strongly satisfied from the store that shows a positive result.

Findings

1.  it has been found by the research study that the Shoppers‘s Stop has a unique image in
the mind of the customer for the superior quality of product .

2.  it has the prestigious brand like; Tommy Hilfiger, Fcuk, Calvin Klein, Allen -Solly,
Van Hausen etc. to which Shoppers‘s Stop has provided the gateway to India.

3. Shoppers‘sStop is one stop solution for all the need of customers.

4.  It is the only one organization in India which has got the certificate from
IGDS(intercontinental group of departmental store).

5. It has got the highest numbers of the loyal customers more then 10 lacks in India which
give them more then half of their business.

6. In India the retail sector is growing at the rate of 10% every year which is more then
any other country in the world.

7. Hardly there is 8% organized retail sectors other unlimited potential to grow for the
retail giants.
CONCLUSION

If this project proves to be of any usefulness to the reader then I will be very proud of it,
that all the hard work done by my faculty and me has been fruitful.

Above all, I hope to have shown my reader that the answer of their questions on the
working of the company and its marketing strategies which made it a

retail giant and capture the big part of the market. how ever it is difficult to know about a
company but training provided to me helped me a lot to know the retail store and
consumers behavior to a great extent. i came to know how a consumer reacts to every
action made by retail to pursue them with their promotional and marketing strategies.

This project helped me to clear my else doubts and step over the boundaries of confusion
and queries with reference to retail store and helped to be more focused and helped me a
lot to understand the concepts in my studies.

BIBLOGRAPHY

BOOKS:

➢ KOTLER PHILLIP,KELLER KELVIN Marketing Management, Pataparganj,

Delhi, Dorling Kindersley(India)Pvt.Ltd ,

2007,

―74 to 80‖, ―164 to 170‖, ―200 to 203‖, ―205 to 208‖,‖231 to 236‖, ―245 to 264‖.
➢ KUMAR ARUN AND MEENAKSHI N Marketing Management, Naraina, New
Delhi, Excel Books Pvt. Ltd.,2008, ―11 to

14‖,‖29 to 31‖, ―70 to 75‖, ―82 to 98‖, ―103 to 104‖,‖112 to 115‖, ―126 to 128‖, ―218 to
229‖, ―232 to 233‖.

INTERNET:

www.managmenteducation.com

www.livemint.com/shoppers-stop-plans-to-open-15-st.
www.financialexpress.com/news/raheja-Group-to-live-off-shopper-stop

www.shoppersstop.com

www.indianretailnews.com

ANNEXURE

SURVEY QUESTIONNAIRES

Dear Customer, I m the student of INTERNATIONAL INSTITUTE OF BUSINESS

STUDIES, is conducting a study on the consumer behaviour of three retail outlets in
Shopper's Stop . Please fill in the following questionnaire to help us in our survey.

MBA project submitted to PTU (2011) 67

Consumer behavior at Shopper‘s stop 

 NAME: 

AGE: 18-28 65

GENDER: Male

OCCUPATION:

28-38 38-48 48-58 58-

Female

1) How often do you shop?

Once a week Fortnightly Once a month

2) Which of the following stores do you shop at?

Big Bazaar Shopper's Stop Marks & Spencer Others (specify)

3) What do you mostly shop for at the mentioned stores? Clothing Accessories
Groceries

Others (specify)

4) Why do you shop at the above-mentioned store?

5) Rank your preferences for shopping: Proximity Quality

  

MBA project submitted to PTU (2011)

68

Consumer behavior at Shopper‘s stop Brand Price 

Store Layout One-stop shopping

6) Does advertising and promotion influence your shopping decisions? Yes No

7) Which form of promotion do you think is most effective? Print TV Radio

8) Indicate your satisfaction level based on the following parameters for the following
stores:

Unsatisfie
Highly Satisfied
Retail Outlet Satisfied  Not
d

Big Bazaar

Shopper's Stop

Shopper;s stop 

9. Do you prefer branded clothing? _Yes  _ No

MBA project submitted to PTU (2011) 69

 _Sometimes

10. Are you member at the Shopper‘s Stop? _Yes  _No

11. What you look for the most while shopping in Shopper‘s Stop ? (Rate your
 preferences)  _Price

 _Quality _Comfort and fitting _Color  _Fashionable

12 .Low cost , good fitting and comfort , variety in clours, if all are given for formals
despite of brand name , will you like to buy the brand?

 _Yes _No

13.Which brand do you prefer for formals ? _Austin reed  _Vanheusen If others please
specify ?  
Consumer behavior at Shopper‘s

stop MBA project submitted to PTU

(2011) 70 14. Why?

- Consumer behavior at Shopper‘s stop 

15. What do you prefer most in this brand ? _Formal shirts  _Trousers  _Formal Skirts

 _Casuals 12.Why ?

16. What influences you to buy this brand ?

 _Pricing  _Brand name _Comfort &Fitting _Fashionable /Trendy

17 . To what extent you are statisfied with this brand?

 _Highly statisifed _Satisified  _ Neutral _Dissatisfied _Highly dissatisfied

18. Suggestions for that particular brand :-

Thank you , dear customer for your precious time and

response.

MBA project submitted to PTU (2011) 71