CHAPTER-1

INTRODUCTION

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INTRODUCTION: - Consumer buying behaviour is a behaviour that a consumer display
while buying the product or services. Each and every has his/ her own buying behaviour that
he displays it during purchases of different products. This behaviour displayed by the consumer
is the results of a number of influences which he/she receives from the environment. These
influences can be categorized into four factors viz. cultural factors, social factors, personal
factors, and psychological factors.
CULTURAL FACTORS: - Culture, subculture and social classes are particularly important
in buying behaviour. Culture is the fundamental determinant of a persons wants and behaviour.
Each culture consists of smaller subcultures that provide more specific identification and
socialization of its members. Subculture includes nationalities, religions, racial groups and
geographics regions.
SOCIAL FACTORS: - In addition to cultural factors a consumer behaviour is influenced by
such social factors are reference groups, family and social roles and statuses. A person’s
reference groups consist of all the groups that have a direct (face to face) or indirect influences
on the person is called as membership groups. Some membership groups are also called as
primary groups, such as family, friends, neighbours, and coworkers with whom the persons
interact continuously and informally. People also belong to secondary groups such as religious,
professional and trade union groups which tend to be more formal and require less continuous
interactions. Aspirational groups are those a person hopes to join; dissociative groups are those
whose values and behaviour and individual rejects. The family is the most important consumer
buying organization in society, and family members constitutes the most influential primary
reference group. A person participates in many groups- families, clubs, organizations. The
persons positions in each group can be defined in terms of role and status. A role consists of
the activities a person is expected to perform. Each role carries a status.
PERSONAL FACTORS: - A buyer’s decisions are also influenced by personal characteristics.
These includes the buyers age in the life cycle, occupation, economics circumstances, lifestyle
and personality and self-concept.
People buy different goods and services over a lifetime. They eat baby food in the early years,
most foods in the growing matured years and special diet in the later years.
Occupations also influences consumptions patterns. A blue-collar worker may buy work
clothes, work shoes and lunch boxes. A company president may buy expensive suits, air travel
and country club membership.
People from same subculture, social classes and occupation may lead quite different lifestyles.
A lifestyle is a person’s pattern of living in the world expressed in activities, interest, and
options.
PSYCHOLOGICAL FACTORS: - A person’s buying choices are influenced by four major
factors viz. motivation, perception, learning, believes and attitudes.
In the light of growing competitions in the Indian retail industry each and every company is
trying its best to attract new customers as well as at same time retain the existing customer.
Hence this can be done by keeping a track on the buying behaviour of the customers. Therefore,
my topic on buying behaviour of consumer shows the different factors which influence the
consumer buying behaviour while shopping.

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CHAPTER-2

COMAPANY’S PROFILE

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COMPANY PROFILE: -

HISTORY-

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, know 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.

Nature- Shoppers stop is a retail store which sells multiple branded products.

Products and Services- Shoppers stop deals with

Apparels (Men, Women, and Children)

-Ladies western wear, Ladies ethnic wear, Men’s Formal, Men’s semiformal, Casual
wear, Sportswear and kids wear.

Accessories (men and women)

-Cosmetics, perfumes, Goggles, Watches, Handbags, Footwear, Fashion Jewellery.

Gifts & Toys.

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ORGANIZATIONAL STRUCTURE-

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COMPETITORS - The major competitors of Shoppers Stop are: -

Westside
Central
Lifestyle
Some of the other competitors are: -
Pantaloons
Globus
Big Bazar

Number of branches- Currently Shoppers Stop has twenty branches across India and they
are: -
Delhi- Ansal Plaza.
Ghaziabad- Indirapuram.
Gurgaon- Metropolitan Mall.
Jaipur- Malviya Nagar.
Lucknow- Gomti Nagar.
Bangalore- Banneerghatta Road.
Chennai- Chetpet.
Mumbai- Andheri.
Mumbai- Bandra.
Mumbai- Chembur.
Mumbai- Juhu.
Mumbai- Malad.
Mumbai- Mulund.
Pune – Shivaji Nagar.
Pune- Camp.
Kolkata- Forum Mall.
Kolkata- Salt Lake City.

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ABOUT CEO: -

Mr. Venu Nair (Venugopal G. Nair), is the

Managing Director and Chief Executive Officer
of Shoppers Stop. He is an International Retail
Leader with a rich and varied experience in the
Retail & Apparel Industry across South Asia and
Europe. Venu joined Shoppers Stop in the second half of 2020, and is leading the Company's
growth, rebounding from the impact of the pandemic, and transforming itself into an
omnichannel retailer. Prior to joining Shoppers Stop, Venu was the CEO (Westside) at Trent
Limited, where he was responsible for the growth of the brand across the country for over 3
years. For a large part of his tenure at Trent, he was also responsible for the operations of Zudio
and Landmark. From 2012 to 2017, he was Managing Director Marks & Spencer Reliance Pvt.
Ltd. where he VENU NAIR Customer Care Associate, MD and CEO spearheaded its growth.

During his tenure, the turnover of the business tripled and the number of stores under
operations, more than doubled, with a significant growth in local sourcing. Venu had a long
stint of over 8 years, working in London, with various retailers. While working for M&S in
London, he took the opportunity to convince the M&S plc board to venture into India, and thus
brought the M&S brand into India. In this role, he was responsible for sourcing of over $ 1
billion of merchandise for Marks & Spencer plc. Venu is a Bachelor of Technology (Hon) from
NIT, Calicut and an MBA in Marketing from S.P. Jain Institute of Management and Research,
Mumbai.

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Shoppers Stop, India's premier fashion and beauty destination, has opened its 1st store in
Rourkela, Odisha’s steel city and third-largest urban agglomeration. The new store is in the
city’s famous Pluton Mall and is designed to meet the rising demand of the city’s fashion-
conscious customers.

Speaking on the launch, Venu Nair – Customer Care Associate, MD & CEO, Shoppers Stop
Limited says ‘We are optimistic that our first Shoppers Stop store in Rourkela will enhance our
retail offering to the city's fashion-forward residents. Our retail stores are a natural extension
of our brand, design quality, and innovation. We curate the product offerings at the store based
on consumer preferences in the area, as part of a hyperlocal customer engagement strategy. We
have made considerable progress in delivering convenience to our consumers over the years
by providing a personalized and service-backed purchasing experience. By increasing our
brand's presence and market share in the region, we hope to further reinforce the high customer
loyalty and brand recall we have in markets across the country.”

Customers of Shoppers Stop may enjoy the full Shoppers Stop experience at this Pluton Mall
store, including access to the Personal Shoppers Lounge and fit and sizing assistance from
Personal Shoppers in-store. They can try on the clothing in the lounge's distinctive, hygienic
trial rooms without being bothered. Additionally, the store is kid and senior-citizen-friendly
and offers a variety of food and drinks. The newest store in Rourkela will cater to the tastes of
the high-heeled citizens of the city.

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The new Shoppers Stop store retails products from over 500 of the finest international, national,
and exclusive brands spread across multiple categories all under one roof. With this new store,
the brand has enhanced its presence across 101 department stores in 49 cities. The store houses
key brands such as Jack and Jones, Levis, Celio, Rare Rabbit, AND, Vero Moda, ONLY, JJ
Kids, Adidas, Puma, RENNE, HUSH PUPPIES, ONLY KIDS among others. The store will be
home to beauty brands like L’Oreal, Maybelline, Sugar, Chambor, My Glamm, Lakme,
Colorbar, Burberry, Armani, Bvlgari, Versace, Mont Blanc, Ferragamo, Calvin Klein among
others

“At Shoppers Stop, the vibe is upbeat, and we are really excited about our expansion plans. To
suit our clients' demands, we will continue to expand our product line” Added Nair.

With the launch of its new location, Shoppers Stop has reiterated its commitment to providing
consumers with an amazing experience. So, don't forget to shop at the brand-new Shoppers
Stop store!

Shoppers Stop, India’s leading fashion and beauty omnichannel destination, aims to inspire
customers to look good and feel confident while fulfilling their lifestyle choices in a sustainable
way. With an unparalleled selection of international and national brands across fashion,
accessories, beauty, perfumes, footwear, and home furnishing, Shoppers Stop caters to the
diverse fashion needs of men, women, and kids. Since its establishment in 1991, Shoppers Stop
has grown into one of the largest omni-channel networks in the country, while prioritising
customer centricity and creating exceptional experiences. Covering a retail floor space of 3.9
million sq. ft. and serving customers across 17,000 pincodes through 270 retail stores, Shoppers
Stop continues to redefine retail excellence, all while inspiring confidence and sustainable
lifestyle choices.

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TARGETING

Market specialization.
• The shoppers stop concentrates on serving many needs of a particular customer group and in
this way the shopper stop aims to gain a strong re putation in serving their customers, who
belong to the middle and upper class.

They target the customers who fall between the age of 16 years to 35 years, the majority of
them being families and young couples with a monthly household income above Rs. 20000 and
an annual spend of Rs .15000.

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Positioning

• Shopper Stop positions itself as a global premium retailer outlet.

• Shopper Stop is positioned as a family store delivering a complete shopping experience.

The aim of positioning in marketing is to establish or sway how consumers perceive you to
gain a competitive advantage. A great positioning strategy elevates marketing efforts to help
consumers move from knowing about a brand to deciding to purchase a product. And as
positioning can sometimes be subtle, it is usually easier to detect when viewing from the
same angle as a consumer.

Types Of Positioning Strategies

While there are a wide variety of options to consider, positioning strategies are typically
broken down into three specific categories. These three types of positioning strategies are
known as comparative, differentiation, and segmentation.

1. Comparative

This positioning strategy works by comparing multiple products or brands to create a

competitive edge and highlight their individual value.

2. Differentiation

By focusing on any unique features which ideally cannot be duplicated, a differentiation

positioning strategy ensures a brand’s products will stand out from the competition.

3. Segmentation

In situations where there are multiple target audiences, a segmentation positioning strategy
focuses on the different specific needs of each group.

Perceptual Maps & Positioning Maps

Perceptual and positioning maps are effective marketing tools that help businesses develop
positioning strategies for their brand, product or service. Both maps typically have two lines
along the X and Y axis, with the end of each line representing the extremes of two key
variables such as quality or price.

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Once each line has been drawn and labelled with the specific criteria, existing brands or their
products are placed onto the map. Once you have decided where your competitors belong on
the map, you can place your brand or product depending on which map you are creating. You
can also create multiple versions of each map with different sets of variables.

As both of these maps look similar and have somewhat interrelated concepts, the terms
perceptual and positioning are often used interchangeably. But there’s actually some key
differences between how perceptual maps and positioning maps are created and interpreted.

1. Perceptual Map

A perceptual map shows the positioning of how consumers view competing brands or
dominant products within the current marketplace. It’s critical to understand that a perceptual
map only measures perception, as there is typically a difference between consumer opinion
and market reality.

It doesn’t show the actual brand positioning or your desired positioning goals, but a
perceptual map is still very useful for market positioning. It helps visualise how consumers
perceive your products compared to the competition. Businesses can also create a perceptual
map to identify any gaps or opportunities within the perceived marketplace.

It’s also important to remember that this map is created using consumer perceptions, and
people often view things differently. So a perceptual map may not always match the actual
characteristics of a product or the intended image of a brand.

2. Positioning Map

They both have similar concepts, but the main difference is that a positioning map doesn’t
measure consumer perceptions of products or brands. Instead, a positioning map consists of
different attributes essential for visualising the actual market positioning of competing brands
or products.

As positioning maps identify where existing brands and products are positioned within the
current marketplace, businesses then have a few different options to create positioning goals.
They can either choose a position on the map that fills a gap in the current market, or a
position where they are in direct competition with existing brands or products.

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Advertising media of shoppers stop: -

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Outdoor Advertisement: -

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CHAPTER-3

OBJECTIVES OF THE STUDY

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OBJECTIVES OF THE STUDY: -

1. To study the Indian apparel market in terms of market size and growth,
focusing on men’s apparel market, women’s apparel market, boys’ girls’
apparel market.

2. To study the important demographic, psychological and socio-economic

factors which influence the consumer purchase behaviour for apparel with
reference to college going students.

3. To study how consumer behaviour for apparel is influenced by factors like

family income, gender, and peer influence. This will help companies to
devise different strategies to promote their apparel brands based on
preferences of the students.

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SCOPE OF THE STUDY: -

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LIMITATION OF THE STUDY: -

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CHAPTER-4

LITERATURE REVIEW

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LITERATURE REVIEW: -

• Gupta (2009) investigated the factors influencing the choice of private label in
departmental stores of Hyderabad for two products categories- processed food and
toiletries.
• A study was conducted by Memon (2006), to trace the impact of private level brands
on retailing dealing in garments. This work considered only two retail brands westside
and pantaloons in Ahmedabad city.
• Jinhee Nam (2007) in their study examined the apparel and shopping preferences of
mature women in America. Independent living residents were surveyed concerning
fashion consciousness, fashion information sources and shopping behaviours. Young
and mature consumers reactions to female apparel ensembles were compared. Mature
subjects purchased apparel for pleasure or need, but less for conformity.
• Recently, Radha Krishna and Shylajan (2007) proposed a conceptual model and
considered the influence of various marketing and demographic factors on consumers
habitual buying behaviour towards branded articles. But identification of factors,
existence of which indulges consumers to go for organized retail apparel brands are still
left unturned.
• Lahiri, Isita et al (2010) in their study try to identify the factors of the consumers buying
behaviour that is influenced by retail apparel segment, and to assess the importance of
each of them to consumers in selecting apparel from organized retail outlets.
• Krishna, C.V. (2011) says that Indian retail is in expansion spree and many companies
are joining the retail landscape. After food and groceries segment apparel is the next
large retail segment and the consumption of apparel is also very large in volume.
• Consumer buying behaviour is mainly affected by many determinant factors and this
paper aims at understanding and identifying the important determinant factors affecting
the consumer buying behaviour towards private label apparel.

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CHAPTER-5

RESEARCH METHODOLOGY

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METHODOLOGY: -

The type of study used is Descriptive Study

Population-

Methodology is very important part of the project. Though you have set the objective but if the
methodology used is not correct the data interpreted will be misleading. So it is very much
necessary that precautions should be taken while deciding the methodology to be used for the
collection and analysis of data.

Problem Identification

Identify and analyse the factors which are responsible for customers inflow in “SHOPPERS
STOP” in Jaipur city.

Objectives
• To find out the customers’ perception towards shoppers’ stop.
• To know the image of shoppers’, stop in consumers’ mind.

Variables
• Location
• Price of products
• Variety of products
• Quality of products
• Ambience
• Front line employees
• Availability of products
• Lucrative offers
• Advertisements
• Parking facility

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Research Design
• Descriptive
• Descriptive is selected because
1. Variables have been identified
2. I want to describe the characteristics of variables

Sample Size
100 Respondents

Sample Design
• Non probability
Convenience

• Because
1. Population is finite
2. Source list is not available

Collection Of Data

The reliability of the result depends upon the data collection to conduct purposeful research the
market researcher’s ned various type of regarding market researchers need various type of
information regarding market product and marketing policies. The basic means of obtaining
primary data is communicating with the various customers. Communicating involves
questioning to the customers to secure the desired information using the data collecting
technique called questionnaire. The question will be asked in the writing. This technique was
very useful for collecting data regarding perception of the researcher.

Type of Data

There are two types of data:

1. Primary data
2. Secondary data

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In the market research conducted I have gathered primary data from different resources

Survey Method

Survey is a systematic gathering of data from the respondents through the questionnaire. This
is the most widely used method for the research. Two opinions to the person conducting the
market research either he surveys the entire universe or a part of the universe and draws
conclusions about the whole universe on the basis the information obtained on studying a part
of it.

In survey two methods are use one is questionnaire method and another is interview method.

Scope:

• The report is useful as it shows the customer profile of shoppers stop.

• To know about the buying nature and places where it needs improvement.
• The report presents the demographic profile of the customers.
• The report is also useful as we come to know what is important for the
customers.
• Awareness of Shoppers’ stop, pluton Mall.

Limitations:

• Survey during the sale period is a major limitation, as all kinds of customers
were walking in.
• Customer’s reluctance to fill the questionnaire.

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Observation’s:

Ground floor: -

• Sunglasses section with fine jewellery section

• Watch section with handbags.
• Impulse purchase item with ladies’ footwear section
• Kitchen & home appliances section lacks merchandise
• Pen stands hiding the thewa & in customer movement.
• Almost 90% of people having shopping bags comes out from Nina Ricci left so we can
put more impulse purchase item with less price there.

First floor: -

• In ethnic section sofas & mannequins taking space in b/

w w h i c h l e a d s t o congestion
• Silver lining on floor that leads to problem in movement

• No mirror on the pillar near csd

• Docker section was not organized

• Cca having less knowledge about first citizen cards

• Defective belts were there & giving messy look are without price tags

• Role play: customer not having cash but want to purchase First floor: cca said it
cannot be done Ground floor cca suggested that we will keep your
merchandise for 7 days and you can collect within this period

• Towards the left of the billing counter there were 2 big hoardings which
were restricting the view of the plasma screen in C block. These
hoardings are good as they restrict CCA to look at that and help to attend the
customer in a better way.

• In stair case good use of rope to display the product

• In lift good communication is done to make the customer aware.

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 • No signages for Black berry trousers.

• Signages too small to be read. Signages not attractive. Signages are one sided.
(Suggestions: There should be hanging signages, Signages to be made moreattracti
ve and written well and big.)

• Signages for the trouser sizes should also be there.

• As it is winters, so dark coloured trousers are not displayed on top of

the first shelf rather they are on down shelves (below the visibility of the eye.)

• Nightwear’s and U.G are hidden.

• In men suits section: the hanger was of Dennis parker & park
avenue but the suit was of Shapes, Theme (this was misleading the Customers)

• Female helper not well groomed.12

• Shoppers’ Stop Ltd.

• Trial Rooms – Merchandise spread across.

• Kid’s Section – Wall racks stuffed with packed merchand

i s e i g n o r i n g t h e waterfalls.

Second floor: -

• No price tags on some merchandise (E.g.: Creative Line)

• There were Trial rooms in every section – this shows the strength of SSl .

Third Floor:

• Lee: no informative signages on focal point about the products

w h i c h w e r e displayed there.
• LEE cooper: Boxes were dumped on the floor.
• No signages about the brands.
• No trial room communication.
• Offer directory (on staircase was empty)
• Walls were empty – can be used for Visuals or Mirrors
• No signage’s in any browser or D-units about new arrivals, winter wear.
• Signage’s read ‘t-shirts from Classic polo & Gitane T-shirts were kept.
• Lee CCA directed somewhere else not interesting in sale.
• No communication about trial rooms.

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 • Trial rooms were not clean.
• Fixtures need to be polished. Some are worn out.

Observations about Mall: -

• No STD/ PCO available.

• Ambulance Should always be there.

• Security should always be there.

• Proper lightings.

• Separate gate for entrance and exit.

• Lifts should be well connected.

• Ampi theatre – very good attraction for the people.

• ATM’s

• Prams and wheel chair

• Proper sitting arrangement inside the mall should also be there.

• Wash rooms are there.

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Mall Facilities: -

• Parking
• Separate gates for entrance & exit
• Lifts are well connected with mall and parking
• Ampi theatre
• ATM
• Pram, Wheelchair
• Security
• Washrooms
• Escalators
• Proper tenant mix

Employee’s expectations: -

• More Growth / plan /promotion programs

• Good incentive programs
• Timely training & development
• Friendly environment
• Proper feedback process
• Time to time appreciation
• They should feel belongingness towards organization

Profile of the Customers: -

Following are the various type of customer’s Profile:

• Family.
• Friends.
• Foreigners
• Groups (male, female. Male and female)
• Professionals (Working Executives and managers)
• N.R.I

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Catchment Area:

• Magrath road area

• M.G. Road
• Shivaji Nagar
• Shanti Nagar
• Jaya Nagar
• Cantonment area
• Vasant Vihar
• Majestic area
• Malleswaram
• Marathalli
• Manyata Tek

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 QUESTIONNAIRE
Greetings Sir/Mam,

I am a student of IIPM (Indian Institute for Production Management), Kansbahal pursuing Bachelor of
Business Administration. This questionnaire is just for educational purpose. Your information will be
kept confidential and identity will not be disclosed.

Name of the respondent _______________________________________

1.Age

• Below 20
• 20-40
• 40-60
• Above 60

2.Gender

• Male
• Female
• Others

3.What range of product do you love to buy?

• 1000-2000
• 5000-10000
• 10000 and above

4.Occupation

• Self Employed
• Service
• House Wife
• Business
• Student

5.Are you a regular customer at shopper stop?

• Yes
• No

6.How often do you visit Shopper stop?

• Daily
• Weekly
• Fortnightly
• Monthly
• Occasionally

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7.Who influences your purchases at shopper stop?

• Friends
• Self
• Family
• Spouse
• Other specify

8.On which occasions do you make purchase?

• Festivals
• Gifts
• Offers
• Weeding’s

9.On what basis do you make purchase of cloths?

• Price
• Quality
• Brand
• Fashion
• Colour
• Other specify

10.What clothes do you often purchase?

• Formals
• Casuals
• Innerwear
• Western Wear

11.Which Brand do you prefer for Western Wear?

• Life
• Alife
• And
• Latin quarter

12.Martial Status

• Married
• Unmarried
• Other

13.What does consumer notice toward women wear at shopper stop?

• Design & Price

• Quality
• Feel good & look-good factor
• All the above

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14.Why does consumer prefer one brand over another?

• Beliefs & values

• Conflicts
• Motivations
• All the above

15.Western-style clothing came into India in which century?

• Sixteenth
• Eighteenth
• Seventeenth
• Nineteenth

16.Why do you like to wear western wear?

• Comfortable
• Stylish
• Manpower
• All the above

17.Do you prefer branded over non-branded ones?

• Yes
• No

18. Which retail outlets do you visit frequently for western wear?

• Lifestyle
• Shopper stops
• Pantaloons
• Reliance trends
• Big Bazaar
• Others

19.Neccessity of western outlook?

• Yes
• No

20.What type of factors influence your purchase?

• Brand
• Colour & design
• Cost
• Quality

21.What kind of style suits you most?

• Latest
• Ethnic

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 • Traditional
• All

22.What culture do you prefer for apparel shopping?

• Indian
• Western
• All

23.What is the Product features priority of western wear?

• Quality
• Price
• Brand name
• Style & fit
• Variety

24.Why do you select long dresses in western wear?

• Fashion
• Design
• Price
• Comfort
• Maintenance
• All the above

25.Do you think that Western wear style & design motive you to buy the product?

• Never
• Not very often
• Neutral
• Usually
• Always

26.Do you think that Brand Ambassador have any impact on your Brand Preference?

• Always
• Mostly
• Sometimes
• Rarely

27.How much importance you are giving to wear western clothes?

• Always
• Sometimes
• Never

28.Do you prefer for Traditional Retailers?

• Yes
• No

How Does Western Clothes Make You Feel?

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Thank You Have A Nice Day

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