CHAPTER 1- INTRODUCTION

I. Introduction to the study

On a weekday, the DLF Mega Mall -- located in the IT and ITES hub of Gurgaon

on the outskirts of Delhi -- bears a deserted look. Of the few operating shops in this

large mall, most have nary a customer. The same goes for several other retail

outlets and many of the other malls in the vicinity.

True, a retail chain like Future Group's Big Bazaar may be

clocking heady sales (growing at 100% year-on-year), but the dozen-odd shops

operating in its proximity wear a deserted look, giving a somewhat hollow ring to

the much-talked-about retail boom in the country. In what seems like a quirk of

circumstance, malls have sprung up all over urban India in anticipation of a

consumption boom that may itself prove to be eventually truant. Move to Mulund

(West), a suburban locality of India's financial nerve, Mumbai. Rajesh Parashar, a

resident of the area has the option of shopping at Big Bazaar, Apna Bazaar,

Subhiksha, Spinach, Shoprite, Foodland or at the local Sai Supermarket, all of

which are within a two-kilometre radius of his residence. This is paralleled by the

developments happening in the Delhi suburb of Ghaziabad, where the upcoming

Shipra Mall at Indirapuram already has Big Bazaar operating out of its lower-

ground floor, while Reliance is slated to open shop on the third floor. Customer

footfalls, however, are more in the projections of the occupiers of the mall than

real. All this retail activity, and more, and the sheer gargantuan size of the

investments planned, beg the question -- does the consumer's wallet have enough

money in it for everyone? "Only time will tell," is KPMG's executive director,

Deepankar Sanwalka's laconic answer. To a great extent the success or the failure

of malls will hinge on the consumer population of the area. "If the spending power

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of consumers is high in a locality, it could sustain two-to-three large players." Not

so, elsewhere, he adds poignantly. The significance of these remarks sinks in

gradually. With planned investments of $22 billion over the next five years --

excluding what might be brought in by new global and large local players

henceforth -- the retail sector is expected to grow 40% to $427 billion by 2011.

II. Background to the study

The major study of this project is to provide an in-depth & details Analysis

of Shoppers Stop Strategy in Retail World’. Retails industry has many

organizations viz. Pantaloons, Big Bazar, Globus, Westside catering to the variety

of customer with various needs & wants. Our primary concern is to establish

Shopper’s Stop marketing strategy to cater all these customers. We want to prove

that Shopper’s Stop strategy regarding Location, Marketing Tactical, Promotional,

Advertising, Service Impact, Top-of-Mind Call is much advanced than other

retailers. We have used various data-analysis techniques to prove the above points.

We tried to identify various sectors of improvements for Shopper’s Stop &

provided invaluable suggestions in rectifying the areas of weakness in different

sectors e.g. merchandizing, appeal to customer.

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CHAPTER 2: INTRODUCTION TO THE PROBLEM

I. Title of the study:

“Analysis of shopper’s Stop in Retail World”

II. Statement of the problem:

To study the title of “Overall service analysis of shoppers stop in retail

world” taken by me at shoppers stop ltd. Bannerghata, Bangalore. In the today’s

unpredictable market scenario and fluctuating inflation values the world over it

tough to find the appropriate specialty store for customer. Though listening to the

voice of the customer quality function deployment(QFD) is a systematic

methodology for quality improvement and service improvement. The quality of a

product or service is ultimately judged in terms of customer satisfaction.

Customer satisfaction benchmarking can help decision makers identity areas for

improvement, make strategic decision and set targets on desired satisfaction

performance.

In fashion oriented trends especially stores face big problem to fulfill

customer’s desires with the help of service technique to satisfying the customer.

III. Objectives of the study:

Retail is India’s largest industry, accounting for over 10 percent of the

country’s GDP and around eight percent of employment. Retail in India is at the

crossroads. It has emerged as one of the most dynamic and fast paced industries

with several players entering the market. That said, the heavy initial investments

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required make break even hard to achieve and many players have not tasted

success to date. However, the future is promising; the market is growing,

government policies are becoming more favourable and emerging technologies are

facilitating operations.

Primary Objective

To study the benchmarking service standards of shoppers stop with similar formats store.

Overall analyses of retail mix in shoppers stop.

Secondary Objective

To identify top of the mind recall of format stores.

To suggest mean of improving ‘shopping experience by enhancing the deliverable the parameter.

Study of target market

Understand the store format strength

Study of the customer relationship management(including customer loyalty and service)

Percentage analysis of survey

Study of merchandise mix

Study of store design and visual merchandising.

Pricing strategy

Depth view of marketing strategy of shoppers stop.

IMC strategy of shoppers stop.

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Study of Human Resources Study of competitive advantage.

SWOT Analysis

Recommendation and suggestion

.IV. Scope of the study

In Bangalore, the past decade have seen a lot of new entrants in the lifestyle

fashion segment like Pantaloons, Brand Factory, Globus, Westside, Life style etc.

with such heavy competition, it becomes necessary for any company to maintain

customer delight and ensure that service standards are maintained vis-à-vis

competition.

V. Limitations of the study

The survey was restricted to some store only Sample size for the study is too low compared to the total number of people

who visits those stores, Hence it is not possible to arrive at accurate result. Respondent bias towards certain stores. Since the questionnaire involves mostly ranking questions, there are chances

of inaccurate ranking being provided for the various factors. Lack of time and financial constraints. Volatility Aspect of coverage.

CHAPTER 3: COMPANY PROFILE

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I. History of the company

The foundation of Shoppers' Stop was laid on October 27, 1991 by the K. Raheja

group of companies, one of India's biggest hospitality and real estate players. The

Group crossed yet another milestone with its lifestyle venture-Shoppers' Stop. With

its immense expertise in the service industry and creditability, Shoppers' Stop

today boasts of 27 retail outlets across the country and is planning to spread its

wings with futuristic expansion plans to meet the challenges of the retail industry.

A benchmark for the Indian retail industry to follow, Shoppers' Stop has

progressed from a single brand shop to a Fashion & Lifestyle store for the families.

Shoppers' Stop is a household name, known for its superior quality products,

services and above all, a complete shopping experience. Shoppers' Stop was the

first to redefine shopping experience and creating a niche for itself in the service

industry. As India's first specialty chain with outlets in Mumbai, Bangalore, Delhi,

Hyderabad, Jaipur and Chennai, Shoppers' Stop offers a complete range of

garments and accessories for the entire family. More than 25,000 customers walk

into Shoppers Stop everyday to feel the experience of shopping. Andheri was the

first store to be opened in India. The initiative of this store was taken by

B.S.Nagesh at a time when the concept of retail industry was just coming into the

market. As on today, the current investors in Shoppers Stop are ICICI, IL&FS

Investments and Zodiac clothing. Their combined shareholding in Shoppers Stop is

19% while 79% is held by Raheja Group & balance 2% is held by its employees.

Vision

To be a global retailer in India & maintain number one position in Indian market in

Department Store Category.

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Mission

“Nothing but the best” To strive & achieve nothing but the best in terms of

processes, practices & deliverables.

Values

The following values help Shopper’s Stop in achieving its mission & vision:

We shall not take what is not ours

The Obligation to Dissent (against a viewpoint that is not acceptable)

We shall have an environment conducive to openness

We shall believe in innovation

We shall have an environment conducive to development

We shall have the willingness to apologize and/or forgive

We shall respect our customer's rights

We shall be fair.

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II. Organizational chart and departments

ORGANISATION CHART:-

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Department ManagerCustomer care Associates

Service managerCashier

First Citizen/

Customer service Desk

Receiving Bay In chargeRETAIL OPERATION MANAGER

Unit/ Co-ordinator

Unit HR HEAD

Unit HR HEAD

UNIT HEAD/RETAIL MANAGER

Unit Admin/Maint. /Sec. Head

Receptionist &Telephone

OperatorUnit Marketing Head

Unit visual Merchandiser

Executive – IB Sales

Unit Accounts Head

Executive- Accounts

Cash Assistant

1. Unit Head/Retail Manager: Topmost authority in the unit, responsibility for

the topline growth, store process and audit, improving service standards leading

people, improving profitability and resource management strategies for increasing

sales, budgeting and control and is responsible for overall store image. He/she

reports to the Area/Regional Controller.

2. Retail Operation Manager (ROM): report to the Unit Head and is responsible

for customer analysis, competition mapping, and manpower availability and

shrinkage control.\

3. Department Manager (DM): reports to ROM and is responsible for setting the

floor, manpower planning, and inventory management, achieving sales objectives,

team management and shrinkage control.

4.Unit HR Head: reports to the Unit Head and is responsible manpower planning,

recruitment selection and induction, training and development, performance

management, handling employee grievances, employee communication and policy

implementation, welfare activities and ensuring all statutory compliances are

adhered to.

5.Unit Admin and Security Head: reports to the Unit Head and is responsible for

smooth functioning of the housekeeping activities, security, and reception, for

purchase of non-trading items, maintaining fixed assets and sale scrap and fixed

assets as and when the need arises and to housekeeping, security and

administration departments are met.

6. Unit Maintenance Head: reports to the Unit Head and is responsible for

equipment, fixture, building, preventive maintenance, snag analysis and

rectification planning, vendor development and energy conversation.

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7. Unit Visual Merchandising Head: reports to the Unit Head and is responsible

for visual presentation of store, focal points and windows, events, and cost and

vendor management.

8. Unit Marketing Head: reports to the Unit Head and is responsible for

execution of all events, promotions and schemes, getting tie ups for store

promotions and catchments area study.

9. Unit Co-Ordinate: reports to the Unit Head and is responsible for maintenance

of office reports, documents creation, updation of Infozone reports and collation of

sales data.

10. Executive Institutional Businesses: reports to the Unit Head and is

responsible for achievement of corporate sale target in the region allocate for the

sale of gift vouchers and corporate merchandise within budgeted discount.

11.Units Account Head: reports to the Unit Head and is responsible for all

monetary transactions in the store, proper counting for scheme recovery, revenue

control, proper accounting of concessionaire dues, sales tax payment, statuary

compliance, PICS controls and documentation, interbranch reconciliation with

services office, control functions and coordinating internal audits.

12. Executive Accounts: reports to the Unit Accounts Head and assessed him/her

in all the activities related to the accounts functions in the unit.

13. Cash assistance: reports to the Unit Accounts Head and is responsible for

monetary transaction in the store.

14. Receiving Bay In charge: reports to the service manager/ROM and is

responsible for entire movement of stocks in and out of the system and raising inter

branch transfer.

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15. Customer Care Associates: reports to the DM and is responsible for section

maintenance, sacking, merchandise arrangements, attending customer, sales

presentations, sales, stock take, and global count.

16. First Citizen Desk: This desk performs the following functions at the shop

floor:

a. Timely issue of First Citizen cards to members.

b. Redemptions of First Citizen promotions.

c. Managing activities relating to First Citizen promotions.

d. Solving queries and complaints of First Citizen customers.

17. Customer Service Desk (CSD): This desk performs the following functions at

the shop floor:

a. Exchange of merchandise (provide the exchange policy is satisfied) brought

in by the customers and delivery of the same.

b. Alteration of garments with the help of tailoring staff and delivery of the

same.

c. Gift-wrapping of merchandise.

d. Solving queries and complaints of the customers if any.

DEPARTMENTS:

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BUYING AND MERCHANDISING: is an important function, in which the team

plans procures product offering for our customers. They are responsible for

ensuring product availability for the customers in the styles and designs desired by

the customers on time.

The B&M functions works on 2 seasons (spring- summer and autumn winter).

Each season is broken down into 6 periods with 26 weeks with planning and

monitoring done at the weekly level.Based on market research /information, past

performance, analysis and forecasts for fashions and trends in the ensuring season,

the B&M teams plans the product range for all our stores.

There are 5 teams who are responsible for delivering all merchandise needs of our

customers. The teams are:

1. Men’s

2. Ladies and kids

3. Youth fashion and denims

4. non apparels

5. Private brands

Financial planning – The B&M team converts the corporate financial plan into

divisional and departmental plans covering sales, margin, markdown and

inventory.

Range planning – Range planning is where our teams decide how much to buy of

each option, and when to put it on the shelves for the customer to pick up . This is

derived from the financial plans formulated for each season, for each division and

department. Our B&M team with the help of the software can fine tune the range

for each store.

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Product developing and ordering – Each brand makes the brand offering for the

season. The merchandiser based on trends and past data selects the range and

places the order. For private label on the trends and fashion forecasts. The design

brief converted into samples by our partner vendors, based on which we place

orders.

In season management- We monitor actual performance of our merchandise

against the plan ona weekly basis during the season , and accordingly decide on

the short term strategy to be adopted. These include additional markdowns and

special propmotions , in excess of what had been initially budgeted. This may

also requires us to revise our plans ,and also our purchase orders with our

vendors , wherever possible.

BUYING- The team is responsible for scanning the market for trends, fashion and

customer buying behaviour on the basis of which they decide on the merchandise

to be bought for a particular season, they are also development of private brands.

As a part of the function they coordinated with the design teams for samples,

range plan , with the strore planning department for space allocation in the store

and with the marketing department for the promotional activities of the various

BRANDS. They also corordinate with the visual merchandising department to

create a visual ppt norm for their category in the store.

MERCHADISING- they take care of merchandising planning , ananlysis and

availability of merchandise to each and every store. The department negotiates

with the vendors for better margins and support on promotional activites for

various products. They mamnage the inventory upto budgeted levels. They work

in close conjunction with the buyers for markdown management

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Our private brands- We have a strong focus on our in-store brands, whch

are also called private labels. These help us the complement product range that we

receive from national and international brands and allow us to offer the customers

the enhanced range across price points. Design , Quality, Fits, Fabrics etc has

always been the top priority for the brands.

Our gift vouchers- We also sell gift vouchers, which are purchased by our

customers for gifting purpose. These gift vouchers can be used in any of our store

for purchase of any merchandise or service.

Design- The core of entire private label business, this team is for

conceptualization to the designing of apparels of all SSL brands. The team ensures

the right balance of fashion & customer need while designing the looks. The team

is subdivided into categories like Menswear (classic /fashion/ ethnic), Ladies

(classic/ ethnic/ fashion) and kids wear. Fashion forecast and the collection are

presented for every spring summer & autumn winter season. The design team also

takes care of the visual imagery of each SSL private brands by creating the story

boards for the seasonal photo shoot.

Quality Assurance- ensures the quality of the products and set the quality

standards and process for the merchandise. They are involved in vendor evaluation,

selection and monitoring. They audit the vendor in different stages of

manufacturing and finished goods to assure the compliance to standards. They are

also responsible for defining Quality assurance procedure with respect testing,

inspection, tolerance, sampling plan and communication formats is the part of the

responsibility for the quality assurance. As an ongoing mechanism they are also

involved in the analysis of customer complaint to prevent recurrence.

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Distribution and Logistics- A function without which chaos and confusion with

prevail as this department ensure the each and every store receives merchandise

tagged, is in a salable condition, is made available on time, and as soon as the

requisition is placed be it any season of the year. The responsibility of this

department doesn’t end at that. They also manage the reverse logistic process that

is to monitor the movement of goods against the invoiced quantity return the

excess, defective and consignment stock back to the vendor while telling the same

with the vendors and the accounts departments. D&L team ensures that right goods

are available at the right place at the right time, in the right quantities at the lowest

possible cost. We have Regional Distribution Centers, one each in Mumbai, Delhi,

Bangalore, and Kolkata and logistics, people, space, finance and vision.

D&L Department also handles the imports in totality.

Central merchandising- The central merchandising team plays the integral role in

the delivery of the company’s buying and merchandising process. It tracks the

performance across product categories through information available , analysis and

control. They are specifically responsible for managing the store planning process

taking in the inputs from retail operations and buying and merchandising. This

department is also responsible for seasonal budgeting and mark down activity. This

department has implemented phase 1- of Arthur planning based merchandise

strategic planning system called FM WSSI (Financial management weekly sales

stock and intake) The system supports merchandise planning i.e. projecting and

fixing plans at chain, sub department, stock id and week level.

Corporate planning- The corporate planning department works with the group

management on various aspects of strategic development for the group across all

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retail formats and brands, include planning, implementation and performance

management. Corporate planning also drives the development of alliance with

international retailers and brands , which can potentially accelerate the group’s

entry and the growth into new business formats. Shopper’s stop partnership with

Mother care (U.K), The NUANCE GRUP (Switzerland) and Argos (U.K.) have

been supported by the corporate planning team in the recent past. This department

also manages customer service quality, measurements for group formats including

customer satisfaction surveys and mystery shoppers programs.

Marketing and communication- they are responsible for building the brand-

shopper’s stop and keeping it ‘top of the mind’ in the minds of customer. They

build the preference for the brand in the competitive environment by designing and

executing differentiated promotion, brand advertising, as well as creating

credibility for the company through effective public relations. They are also

responsible for cresting an emotional connects with the consumer through local

level and regional events. This team also works closely with the visual

merchandising team to ensure that there are complete synergies between what is

communicated to the consumer outside the store id the same within. They along

with the operation team works towards for creating moments of magic for the

customer.

Loyalty- The first citizen is one of the oldest loyalty programs is the country

today. It is the largest retail loyalty program in the country. A loyalty program

which has swelled the number of our loyal customers , day after day , month after

month and year after year.

The management of the loyalty program is a complex task. The primary objectives

are as follows:-

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1. Retaining satisfied, happy and high potential customers.

Loyal customers are a source of competitive advantage in the face of increased

competition. The primary task of program is to identify, engage, retain and

grow our loyal vase year on year. To do this , each segment manager must

needs look at the complex data analysis to identify customer slucters and devise

different customers engagement programs depending on the needs of the

particular cluster.

2. The first citizen desk manages the interaction of members at the front end.

They are the face of loyalty program and they along with the other associates

On the floor deliver the moment of the truth. A key function of the loyalty team is

to ensure that these associates are provided with adequate information and support

to help the serve member better. Support ranges from providing the right kind of

literature to them to generate acquisitions, providing inputs for resolution of

customer issues as well as adequate training to keep them motivated and fully

geared up to understand customer requirements.

3. Knowledge is power- Loyalty program is supported by a strong database which

helps us map customer buying behavior and preferences and extrapolate that to try

and predict future customer behavior. Managing this database is a key function in

the loyalty program management at the Services Office along with support from

the Sol-tech team.

INSTITUTIONAL BUSINESS- Department focuses on future guaranteed sales

for SSL. This is done through gift vouchers sold to individuals and corporate and

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also includes redemption partners. Who contribute to the business. On retail level

customers buy Gift vouchers for personal gifting like birthdays, marriages etc.

On a corporate level Gift vouchers are bought for incentives programs , Rewards

& Recognition programs and during festive periods like Diwali & New year as this

the time most corporate gift their clients and business partners. The business has

been growing at a pace of 40% year on year in terms of achievement. Apart for

assuring future sales, Gift vouchers aids walks in to the units and also help in an

increased cash memo size over the value of the Gift Vouchers thus contributing to

the Units sales.

The IB team is represented by IB sales Officers at the units who make

presentations to corporate in their regions and achieve bulk bookings for Gift

Vouchers or Corporate Merchandise. Major contributors to the business are

Financial Institutions, IT & ITES, Call centers & BPO’S, Insurance and FMCG

organizations.

VISUAL MERCHANDISING- is the way we want our products and services to

look and feel to maximize sales. The team creates, organizes, and sustains the vital

communication between brand & consumer, from events to window displays and

in-store focal points. As a ‘silent salesperson’ and ‘vanguard of standards’, the

members of team collaborate closely with the buyers, merchandisers, designers,

store planners, and operations team.

BUSINESS DEVELOPMENT- This department has first sighted all the new

stores that Shopper’s Stop Ltd, is now. The main role of this department is to spear

head the expansions of shopper’s stop Ltd. It identifies new markets and taps

potential of these markets after doing thorough analysis of the city/locations They

assess the acquisition plan of the opportunity after evaluating finer parameters that

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will give Shopper’s stop Ltd. The cutting edge vis-a vis customer satisfaction and

competition e.g. ideal location in particular city/ location. They do a complete

financial feasibility of a project and negotiate with the property owner. They are

the one point contact with the property developer and all other departments of

Shopper’s Stop ltd. Its is the responsibility of this department to ensure and

safeguard the interest of shopper’s stop ltd. By ensuring delivery of the project and

complete legal documentation and compliance through the associate departments

including

STORE PLANNING: The Store Planning team design new stores in term of look

and feel overall ambience as well as plan renovation In the existing stores as per

the requirement s from B&M and operation. They design the visible elements in

the stores, such as flooring, wall covering, ceiling, lighting, store fixtures, wall

display panels, and branding, signage and visual spaces. They also design invisible

elements in the stores such as, air conditioning, electrical, fire fighting, prevention

system and security system. It plans and plots different categories brands with their

respective adjacencies in a floor layout. They coordinates with the brands, designs

teams for brand’s fixtures and fit outs, and help the projects team to setup the

stores at the time of handover. They along with B&M Develop new design concept

for new models.

FINANCE AND ACCOUNTS: They ensures their adequate cash flow and

monitor the funding needs of the organization besides ensuring profits and Loss

Accounts and the Balance Sheet Reflect the true and fair picture of the

organization. This team is responsible for all Statutory and internal audits of the

company .Bedside’s management of the company’s assets, they are responsible for

capital and asset accounting , revenue generation and accounting, expenses

incurred , ensuring compliance with the various statutory requirements relating to

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corporate entities and are in charge of the overall financial control of the company.

Budgetary control of the company’s incomes and expenses is also key areas for

this team. That’s apart, They Also Scrutinize the financing of new projects /units.

LEGAL AND SECRETARIAL: this dept. provides support for drafting and

vetting of various agreements and other doc in respect of smooth operation of

stores, and take adequate steeps for protecting the intellectual property of

company. They were closely with all fn for compliance of various formalities

required in company. The dept. also handles the secretarial work in respect of

board of directors , share holders meeting , ESOPS and compliance of various of

laws and corporate governance requirement.

HUMAN RESOURCES: The people of Org. are its source of sustain competitive

adv. The HR function of Shoppers Stop is responsible for this most responsible and

dynamic asset of org.-people. This team is responsible for individual throughout its

journey within the org. The function seeks to maximize organizational productivity

through optimal management of people resources. Through effective and

innovative practices in associate recruitment and selection, learning and dev.,

reward and recognition, compensation and associate engagement, the function

seeks to create a work environment which is truly “nothing but the best” and seeks

to make shoppers stop truly a great place to work’s

SOLUTION AND TECHNOLOGIES TEAM: To provide the Group companies

technologies solution aligns to business requirements, STT endeavors to contribute

to strategic direction of the enterprise. The world class solution offered delivered

business values by dressing the transaction lead and operational needs. We will

provide enterprise\wise competitive advantage with new and merging technologies

while partnering with vendors to outsourcers non core activities. We will

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collaborate with business to serve our customer better and create an experience that

sets benchmark for the industry.

III. Products/Services Profile

PRODUCT PROFILE:

Brands Offered: Shoppers Stop retails products of domestic and international brands such as Louis

Philippe, Pepe, Arrow, BIBA, Gini & Jony, Carbon, Corelle, Magppie, Nike,

Reebok, LEGO, and Mattel. Shoppers Stop retails merchandise under its own

labels, such as STOP, Kashish, LIFE and Vettorio Fratini, Elliza Donatein,

Acropolis etc. The company also licensees for Austin Reed (London), an

international brand, who‘s mens‘ and womens‘ outerwear are retailed in India

exclusively through the chain.

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Different brands offered under each category are given as below

APPARELS

Arrow Louis Phillipie Park Avenue Parx

Van Heusen Zodiac Stop

Caliber Blackberries Scullers

Givo Wills Lee Levi’s Pepe Killer

Lee Cooper Wrangler Spykar

Life Allen Solly Provouge

Jewellery

Facet Carbon Sparkles Tanishq FQ Swaroski Gili Oyzsterbay Sarvoski Estelle

Music

Planet M

Music world

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Home Decor Watchesyamini four seasons viva casio

welspun borosil corning ware Esprit

pedrini pyren possil

Titan

Hair Styling

Habbibs

Books Fragrances

Crossword Christian Dior

Sunglasses Ysl

Ray Ban joop

diesel

Shoes lancaster

Lee Cooper nicos

Red Tape jil sander

Picasso calvin klein

Shop Boucheron

Life police

J’del pozo

Myrurgia

Etienne Aiger

Xm

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SERVICE PROFILE:

Customer service can be a source of competitive advantage. Though every

supermarket in Bangalore are trying every possibility to serve the customer better.

So that the customer will visit every time to shop on that supermarket. The only

thing that can increase the sales for a retail store is frequent visit of customers.

The services should be customized because the approach should be changed

every time. The Shoppers Stop of Bannerghatta road was launched in 2004. Since

then they had done many changes in their service strategies.

There were 35 salespeople in the store. They had dressed in a very neat white shirt

and a black trouser. Though in the store no salesperson was found who greets

customers. If the customer asks any query, they will just guide them to the way and

the level of participation from their side in the customer’s buying decision is very

minimal.

Salespeople are knowledgeable until and unless a customer asks any query. In the

store it was found that there is a huge gap in communication between the customer

and the salespeople. Otherwise they are hardly involved in any of the buyer’s

decision.

Customer Rewards:

Shoppers Stop‘s customer loyalty program is called The First Citizen. The program

offers its members an opportunity to collect points and avail of special benefits.

Currently, Shoppers‘Stop has a database of over 2.5 lakh members who contribute

to nearly 65% of the total sales of Shoppers‘Stop. They also offer a co-branded

credit card with Citibank for their members.

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Customer Profile

Shoppers‘ Stop‘s customers fall between the age group of 16 years to 35 years, the

majority of them being families and young couples with a monthly household

income above Rs. 20000 and an annual spend of Rs.15000. A large number of Non

- Resident Indians visit the shop for cultural clothes in the international

environment they are used to which means people from abroad are also interested

in shopping in Shopper‘s stop. Their target customers are upper middle class and

upper class.

International Affiliations

Shopper’s Stop is the only retailer from India to become a member of the

prestigious Intercontinental Group of Departmental Stores (IGDS). The IGDS

consists of 29 experienced retailers from all over the world, which include

established stores like Selfridges (England), Karstadt (Germany), Shanghai No. 1

(China), Matahari (Indonesia), Takashimaya (Japan), C K Tang (Singapore),

Manor (Switzerland) and Lamcy Plaza (Dubai). This membership is restricted to

one member organization per country/region.

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CHAPTER 4: REVIEW OF LITERATURE

I. Operational definitions:

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,

fig.4.I.(i)

“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’ prods customers into taking a step ahead to upgrade themselves to

the next level in life.

BRAND LOGO :-

Retains the current core value of the brand Trust, Comfort & Warmth.

Is a reflection of our brand’s new character Inspiring guide, Progressive &

Dynamic, Imaginative & Thought leader.

fig.4.I.(ii)

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BRAND SYMBOL :- fig.4.I.(iii)

A strong visual element

Reflects the ‘Bridge to luxury’ position of

Brand.

Fig.4.I.(iv)

UNIFORMS :-

Smart , Sophisticated & classic

Comfortable and fills you with confidence.

SHOPPING BAGS :-

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Fashionable, classy bags designed.

New look , gives a brand new image

Fig.4.I.(v)

IN

STORE COMMUNICATION :-

Signature campaigns in store through a Pledge Book

Inspire customers to Pledge to ‘Start something new’

In-Store contest on the new logo.

Fig.4.I.(vi)

ADVERTISING :-

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In this store, they adapted very different types of strategy in promotion and

advertisement is the “Blu Fi” technology where the customers had to turn on the

Bluetooth of their mobile so that they get various information about their offers.

Advertising and promotion in this can give an edge over their competitors by

communicating their messages about their quality brands and pricing. Other than

“Blu Fi” they offer several catalogues and templates in which they promote all the

brands under their belt.

Within the store they started lottery system where customers had to fill their name

and email address to get exciting prizes. And using the chits of the customers, they

start sending them mails in which they are giving update about their latest offers.

They do the email communication to their customers with the help of their lottery

system.

For their frequent customers, the store requests them to purchase a First Citizen

Card for Rs 200/- in which they get services like loyalty points, separate queue for

billing, lounge etc.

Fig.4.1.(vii)

Fig.4.I.(viii)

II. Literature review:

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The overall things is to make their customer satisfy and then profit

through sales, employee added after all every organization works to earn

money which is possible through good sales and if our customers are not

satisfy then it will be difficult for us. So we put our effort on retaining

our customers because retaining old customers is more profitable than

making new customers. And if we analyze this statement then we come

to know that their 65% of their customers are their first citizen customers.

Today people goes for variety and shoppers stop is doing that, they offer

total 250 brands to their customers which act as their strength and help

them retaining as well as making new customers. They believe in

producing quality so they offer quality products basically international

brands like Louis Phillip, Black Berry, Police, DKNY, Ferrari, etc.

Shoppers‘ Stop aims to position itself as a global retailer. The company

intends to bring the world‘s best retail technology, retail practices and

sales to India. Currently, they are adding 4 to 5 new stores every year.

III. Theories applicable to the study:

Target markets

Geographic - Shoppers stop has its presence in almost every metro city in

India. They are situated in one of the major areas in Bangalore. They are

located at Commerce@Mantri in Bannerghatta Road. And the major factor

which goes to their location is that it is behind the bus stop.

Demographic – income, age, sex, family

Psychosocial – Value, attitude, opinion, lifestyle, feelings

Behavioral – user status, usage rate, usage occasion, brand loyalty and

benefit

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Merchandise mix

The breadth and depth of the products in Shoppers Stop is huge. They

have varieties of brands for the men, women, kids etc. The assortment of available

products has lots of variations. Brands like Allen Solly, Tommy Hilfiger, Spykar,

Pepe etc has varieties and various price range. But still by searching the brands one

can easily know that this store has improper collection of brands. The competitive

advantage for Shoppers Stop in this area is they have deep assortment of all brands

which are available in different price range. They also have varieties in accessories

like watches, cosmetics, pens, etc in their entrance. They also added a separate

shoe section in their store but the brands availability in the shoes is very less. The

store also has good displays of cutleries to bed sheets and pillows. Also they had

tried to cover all the accessories from mobiles to jewelleries. Inside they have

Mobile Store which normally will not be found in any of their competitors.

Store Design and Visual Merchandising

Although the collections were sufficient as per the size of the store but the

set back of the store design is they have only one floor that is ground floor which is

very compact and very less spacious for the customers. If we look at the overall

store there are lots of things that need to be improvised.

The entrance and the exit are on the same side. So when a customer goes

further for shopping in the store, he has to again come back to exit door

crossing the whole way.

There are 3 billing counters placed in different corners of the store. If

customers finally go for billing, they have to search a lot for the payment of

the goods.

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The store is deeply spread in the ground floor which causes mobile network

problems.

The trial rooms in the store are less than 15. And the daily visitors in the

store are more than 2000. As a result outside the trial rooms one can find

long queues of the customers.

Even in the brands like Allen Solly, Wrangler, Levis, etc, some individual

brands in the store carry more space some carry very less.

In the ladies section there is a very less walking space for the customers.

The store rooms are in front of the trial rooms which make that place more

congested.

There are certain good things about the store design:

The store includes a separate playpen for the kids that are designed very

carefully inside the store.

The store is divided into different sections from accessories to apparels

which are designed according to the preference of the customers. Example-

In the entrance a customer gets all the accessories like watches, cosmetics,

jewelleries etc and as they go more inside one can find the ladies section

and then man’s section.

There is a separate lounge for the first citizen members within the store.

The store has Café Coffee Day nearby the Crossword. Lots of crowd can be

seen in that area. The customers go there in between the shopping or after

the shopping.

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In visual merchandising, the store didn’t put many efforts. In many parts of the

store, the clothes are just kept in the shelf or they are just hanged in the hangers.

They focused on the jewelleries in the entrance. In that the jewelleries are kept in

different shapes of glasses with proper lightening and colored clothes which attract

the customers more towards the designs. But in the apparels section the visuals are

not that much attractive. Some brands like arrow, they had focused their brand very

well by keeping a mirror in the center of their section with proper lightening and

the display of their new arrivals is pretty well. But all the corner side sections of

brands are under covered by the crowd and major brand displays. Also the

improper arrangement in the ladies section looks very odd as the clothes are

everywhere in the section and no salespeople are found who is arranging the

clothes. At the time of sales period the visuals are worst when the clothes are just

everywhere in the store.

The store design can never beat competitors in this category because the major

setback of the Shoppers Stop Bangalore is they have a very compact area and

because of that they can’t offer all the brands properly. And the design of the store

lacks planning as customers find difficulty in walking around the store. If they

need to be competitive they have to expand their area of selling so that they can

offer all the brands and the customer don’t bother about the congestion.

In terms of visual merchandising, they can offer a lot to attract the customers. They

are very much successful in showing good visuals in accessories but in apparels

section they need to improve a lot. In terms of sale, crowd can be seen near the

entrance where visuals are very attractive and visual merchandising enforces sale

of any shop. The store does not maintain specific standards in terms of visual

merchandising. Sometimes it is appealing and sometimes it is not up to the mark.

They could have been much better if the size of the store is big.

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Pricing:

If we compare the prices of Shopper Stop with their other competitors the price

range lays almost the same. Though the competitors of Shopper Stop can be any

retail format but their major competitors are Pantaloons, Lifestyle and Westside in

terms high priced branded apparels. The Shoppers Stop has low prices offer for

365 days in a year in several brands. But they get more revenues twice in a year

when they offer the season’s sale. This sale period happens twice in a year

February and August where they give discount up to 51 % on their major brands to

the customers. Lower cost in such type of stores can only be achieved when they

purchase goods in bulk and sell it properly and that can only happen when they

offer the right price in the right time like festivals. Prices are relatively stable for

all time except in the discount periods. In Shoppers Stop they hardly do any sales

promotion except in the time of sales. In the same period of February and August

they distribute catalogues in the entrance in which different brands are mentioned

with attractive discount rates.

Marketing Strategies followed by Shoppers’ Stop

Discounts and brand promotion

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Shoppers’ stop through internet

Shopper’s Stop basically follows 2 marketing strategies:

1. Guerrilla marketing is an unconventional system of promotions that relies on

time, energy and imagination rather than a big marketing budget. Typically,

guerrilla marketing tactics are unexpected and unconventional; consumers are

targeted in unexpected places, which can make the idea that's being marketed

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memorable, generate buzz, and even spread virally. Guerilla Marketing involves

unusual approaches such as intercept encounters in public places, street giveaways

of products, pr stunts, any unconventional marketing intended to get maximum

results from minimal resources. More innovative approaches to Guerilla marketing

now utilize cutting edge mobile digital technologies to really engage the consumer

and create a memorable brand experience.

Principles of guerrilla marketing

Guerrilla Marketing is specifically geared for the small business and

entrepreneur.

It should be based on human psychology instead of experience, judgment,

and guesswork.

Instead of money, the primary investments of marketing should be time,

energy, and imagination.

The primary statistic to measure your business is the amount of profits, not

sales.

The marketer should also concentrate on how many new relationships are

made each month.

Create a standard of excellence with an acute focus instead of trying to

diversify by offering too many diverse products and services.

Instead of concentrating on getting new customers, aim for more referrals,

more transactions with existing customers, and larger transactions.

Forget about the competition and concentrate more on cooperating with

other businesses.

Guerrilla Marketers should always use a combination of marketing methods

for a campaign.

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Use current technology as a tool to empower your business.

2. Interactive marketing is a strategies adopted by then retailers where they allow

customers to customize the product as per their preference. This strategy is mainly

followed by service industries like hotels but Shoppers‘Stop is able to carve out

this facility in a retail store.

The concept that has already made a debut at Shoppers‘ Stop outlets in Mumbai,

allows customers — who are referred to as guests — to go through various stages

of activity in creating their own teddy bear (or other stuffed toy), including

choosing a stuffed animal, stuffing it, giving it a heart, stitching, fluffing, naming

and dressing it. And though the toys are priced at a premium level ranging between

Rs 595 and Rs 1,295 for a stuffed animal and add-ons such as sound chips, clothes

and accessories coming at extra cost

the interactive shopping experience also adds on an element of entertainment for

young customers and can turn into a family affair as well.

Location Strategy

The total area of Shoppers’ Stop is 14000 square feet. And the rate of per square

feet area is Rs.1500/-. Selecting the location for the store is in the hands of

retailers because before selecting the location they have to check many factors like

walking traffic, competitor, parking, infrastructure, etc. They also have to decide

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that they want to buy the site or they will take it on rent. So after deciding all these

things they reach to the final decision

The store is in front of the bus stop which helps the store in visiting of mass

customers. Also it is located nearby Jaideva Circle which is considered as one of

the major areas of Bangalore.

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CHAPTER 5: RESEARCH METHODOLOGY

I Quantitative /Qualitative Analysis:

RESEARCH DESIGN

A research design is purely and simply the framework of plan from a study that

guides the collection and analysis of data. Application and specification are the

main characteristics in a research design. Marketing research designs can be

classified on the basis of the fundamental objectives of the research. There are

mainly two types of research design that are as follows –

1. Exploratory Research Design

2. Conclusive Research Design

Descriptive Research Design

Casual Research Design

RESEARCH DESIGN IN CASE OF DESCRIPTIVE RESEARCH

These designs are used for some definite purpose. A number of marketing research

studies are based on such designs. It is focused on the accurate description of the

variables present in the problem. These designs try to find a complete and accurate

description of problem situation by providing specified methods for selecting the

sources for information and the procedure for collecting the data from these

sources. The data is collected in such a manner that the ambiguous nature of cause

and effect relationship in the phenomenon is reduced to maximum extent.

II. Conceptual, Empirical Study:

The followings are the outcomes of the conceptual, empirical study are

given below:

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Outside appeal- In this aspect, it is observed that shopper’s stop stands a

bit behind with compare to the competitors.

Parking facility- It is observed that, parking facility is also not very much

satisfactory.

Music – The standard of the music is also not up to the mark.

Sales personnel friendliness- The interaction of the sales personnel is

very much friendly with the customer.

Moving space- It is found that shopper’s stop is not the best in terms of

moving space. Merchandising could be arranged.

Ease of location of desired category- It is observed that shopper’s stop is

on the top of the list.

Range of garments and accessories- It is found that, shopper’s stop have

a huge range of all these.

Ease of alteration/exchange-Shopper’s stop stands top on this aspect.

Store membership scheme- It is observed that shopper’s stop has an edge

over its competitors in this aspect.

Kid play area- This aspect also hasn’t well enough.

In store advertisement- It is observed that shopper’s stop doesn’t work lot

on this aspect.

III. Hypothesis:

Are able to describe the characteristics of certain groups.

Specified predictions are possible.

Can study relationship between two or more variables.

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IV. Sampling:

I have taken a sample size of 150 randomly and went through the various

attributes considered while purchasing the product at store.

V. Tools for data collection:

Data collection method of two types:

1) PRIMARY DATA

2) SECONDARY DATA

PRIMARY DATA:

The primary data are those which are collected as a fresh and for the first time and

thus happen to be original in character. The primary data is collected in the process

of questionnaire and interviews of the outlets.

The various methods of primary data collection are:

Observation Method

Interview method

Questionnaire Method

SECONDARY DATA:

The secondary data are those which have already been collected by someone else

and which have been already been passed through the statistical process.

The various sources of secondary data are:

Company Records and Information

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Business Magazines

Various website analysis

Methodology adopted for survey was questionnaire. It was a structural

questionnaire.

VI. Field work:

First of all , I would like to say thanks to Human resource manager Miss Ameena

Kulsum and Department Manager-Mr.Ayon Mukherji , who guided me It was a

nice experience in Shopper Stop stores. I observed lots of practical things :-

Interaction with customer,

How to Greet them with smile , that helped to develop a positive attitude and

maintain a cordial relation with customers

Serve the customer- after greeting them, listening them patiently,

understanding their needs, addressing to them in such a way to ensure customer

delight.

Sometimes while serving customers, they became so delighted by service , that

they ask for sales person help in buying other products , except apparels , for

that purpose. These all things helped to get a understanding regarding every

product.

Saturdays and Sundays are the peak days in retail which gives us the highest

sales, therefore that day from morning till night , there is huge rush of

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customers , no. of footfalls increases as both days being holidays for the

customers. It gives me lot of chance to interact with the customer.

All other days apart from weekends, are not so hectic, customer entry is less ,

as being week days. At times I noticed that regular customer prefer shopping in

the weekdays only , as they think that they can shop comfortably and relaxingly

avoiding all rushes and busy trial rooms.

Every day , they used to do global counting of merchandise kept in the counter

which they handle, it helps them to keep track of sales , achievement of targets,

whether fulfilling it or not . It helps me to understand the convincing ability of

sales men whether it’s good enough or have some short comings. What steps

they should take to improve it , that will increase their sales and confidence

also.

VII. Methods of Data Analysis:

Research design - Descriptive

Secondary Data - Internet

Population - customer of the lifestyle/fashion segment of retail stores in Bangalore.

Sample size - 150

Sampling Area - Bangalore

Sampling technique - Non-probability judgmental sampling.

Sampling tools - Structured questionnaire

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Software used for data analysis - Microsoft office

Analytical tools - cross tabulation

CHAPTER 6: DATA ANALYSIS

I did a survey of 150 people who were present in the store. According to

their choice, preference and buying behavior, I have depicted the statistics in a pie

diagram.

6.1 Percentage Analysis of the Survey: -

Percentage Analysis of Age group of respondents

Age Group Frequency Percentage

16-24 108 72

25-32 39 26

33-40 1 0.7

41-48 2 1.3

Total 150 100

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Analysis and Interpretation:

The above chart depicts the age group of the respondents and their No of

respondents. It is observed that 72% of the respondents fall in the age group of 16-

24 years and 26% fall in the age group of 25-32 years.

6.2 Percentage analysis of No. of Respondents.

Shopping Frequency No. of Respondents Percentage

Once in a month 100 66

Once in 2 month 31 21

Once in 4 month 19 13

Total 150 100

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Analysis and Interpretation:

The above charts depicts in the shopping frequency of the respondents and their No

of respondents. It is observed that 66% of the respondents shop once in a month.

21% shop once in 2 months and 13% once in 4 months.

6.3 Percentage Analysis of Top of the mind stores and Respondents

Top of the Mind Store No. of Respondents Percentage

Shoppers’ Stop 54 36

Lifestyle 53 35.3

Globus 6 4

Westside 11 7.3

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Big Bazaar 3 2

Pantaloons 23 15.4

Total 150 100

Analysis and Interpretation:

The above chart depicts the Top of the mind store and their No of respondents. It is

observed that 36% of the respondents say Shoppers’ Stop comes to their mind first

when they think of shopping for their family. A close 35.3% of respondents say

Lifestyle comes to their mind first.

6.4 Percentage Analysis of Favorite stores.

Favorite stores No. of Respondents Percentage

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Shoppers’ Stop 35 23

Lifestyle 50 34

Globus 9 6

Westside 18 12

Big Bazaar 18 12

Pantaloons 20 13

Total 150 100

Analysis and Interpretation:

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The above chart depicts the Favorite store of the respondents and their No of

respondents. It is observed that 34.3% of the respondents say Lifestyle is their

favorite a store followed by Pantaloons, with 25.3% respondents in favor of it.

Shoppers’ Stop stands third in the list of Favorite Store.

CHAPTER 7: SWOT ANALYSIS, SUGGESTIONS & RECOMMENDATION

SWOT Analysis

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Situational Analysis includes current organizational mission, current ownership

and management alternatives, and current goods/services category. As we have

explained above about the mission management alternatives, current products, so

now here we have done the SWOT analysis of Shopper‘s Stop.

Strengths

Variety

Range

Different Brands

Pioneer

Loyal customer

Low risk

Good financial position

Presence across various segments

Parikrama the festival

Weakness

Very high prices: They provide international Brands due to which their prices are

very high.

Fewer Schemes: They do not offer so much schemes, they offer schemes only on

special occasions like Diwali, Independence Day, etc.

Fewer Discounts: They offer less discount in their schemes, they basically offer

10% to 20% discount

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Competition from standalone stores

Late entry into value retailing

Store makeover expenditure

Threats

Government Policies

Entrance of New Players

High attrition

Lesser consumer spending

Entry of foreign players

Unorganized sector

Independent stores

Opportunities

Awareness about the brands

Quality

Youngsters

Higher disposable income

Collaborate

Private levels

Tier 2 & tier 3 cities

Enter new consumer goods segments.

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RECOMMENDATIONS & SUGGESTIONS

Given below are some of the Recommendations/Suggestions to improve or modify

service Standards and increase customer delight.

Outside appeal of Shoppers’ Stop could be improved by adding more

attractive facades and windows. Also the entire store on the outside could be

repainted and make more attractive than at present because looks matter

always.

Parking facility could be improved by having a permanent parking lot that

should be more spacious because during weekends when it is heavily

crowded, customer face lots of the problem with regards to parking. To

overcome this problem appoint more guards and implement coupon system

and categorised parking like two wheelers as well as four wheelers parking.

Sales personnel could be offered with some incentives from time to time on

the basis of their performance and motivation programme organised so that

they do not switch over to competitors, which are found in increasing

number at present as most of them are part-timers.

It is found that Shoppers’ Stop is not the best in terms of arrangement and

moving space. Merchandise could be arranged in a way that the space is

utilized more efficiently, thus creating enough moving space.

A separate portion in the store could be allocated for keeping old

merchandise that were not sold out and discount may be offered for the

same, as applicable.

A snack parlour like pop corn corner, chip etc. a small area for Music i.e.

World space radio station could be added to the store. The store essentially

talks about shopping as an experience. Adding these would increase the time

a customer spends at the store and also add to additional revenue. Most of

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the other Shoppers’ Stop outlets have these facilities at present. With

competitors having these facilities and malls opening up all around the city,

this becomes a necessity

Accessories like inexpensive fashion jewellery, watches etc., could be

placed in more attractive cases and kept in some centre point so that the

customer find it easy to check them out and this might induce a purchase.

The footwear collection for the both men and women could be enhanced by

bringing in more variety like sports, formal as well as casual wear. There is

very little choice in this case at present.

Interaction with customer could be increased by having various activities in

the store frequently and making customer part of these. First citizen could be

invited so that their relationship with the store is strengthened and thus they

could be retained and repeat purchase could be induced.

Shoppers’ Stop has been first mover in this category in many services

offered. Some innovative ideas, which are not similar to what is already

being done by competitors, could be introduced to attract more customers

and retain existing customers.

Shoppers’ Stop can be spending a little more on promotion. At present, there

is virtually no advertisement of the store continuously. It can go for ads in

magazines and also hoarding around the city, just to serve as a reminder to

customers. Pantaloons and Big Bazaar do more sale promotion activity to

create a familiar position in young generation customers mind.

Cleanliness of rest area should be taken care of as frequently as required.

Even these have an influence on the customer.

Items like fashion accessories, magazines could be kept near billing

counters. These are items of impulse purchase and hence should be kept at

these places.

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They should introduce more schemes, discounts, sales to increase the sales.

They should introduce Low rate Brands which will attract the middle class

customers also or brands for masses.

The stores becomes a bit messy because of a large footfall & small size of

stores so they should have larger outlets

They offer parking space only for the ―first citizen‖ card holders which acts

as a constraint for many first visitors to visit the malls.

Shoppers stop‘s competitors used aggressive medium of advertisement like

television commercial ads, thus to gain a competitive advantage over the

competitors Shoppers Stop should also use such medium of marketing

CHAPTER 8: CONCLUSION

I found that shopper’s Stop is standing first in many parameters like sales

personnel friendliness, sales personnel uniform, arrangements, top of mind recall,

billing counters etc.

Shoppers’ Stop, a pioneer in the lifestyle segment of retail store has heavy

competition to put up with. In this process, it is getting off the top spot, which is

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used to occupy for years but certainly not losing way. With a few innovative ideas

and slight modifications to the existing system, it can surely regain the top spot. It

is interesting to note that Shoppers’ Stop is still the first choice in the customer

mind when it comes to shopping. It should leverage on its strong position and let

more customers “START SOMETHING NEW”.

REFERENCES & BIBLIOGRAPHY

Manuals and Reports:

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Company manuals, company brochures and publications of retail outlets,

magazines.

Books:

Retail management-Chetan Bajaj

Consumer behaviour- Leon Schiffman, Lesile Lazar Kaunk

Research methodology- Naresh Malhotra

Software:

Microsoft office

Web-sites:

www.google .co. in

www.retailbiz.com

www.marketingnpv.com

www.eu.levi.com

www.shoppers stop.com

ANNEXURE

Questionnaire:

QUESTIONNAIRE

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A STUDY ON Analysis of shoppers stop strategy in retail world

I the students of IFIM B-School are conducting a survey on Analysis of shoppers stop strategy in retail world as part of my IIP project.

This information will be strictly confidential and shall be used for the purpose of the project only. Thank you for your cooperation

Personal Information

Name: _______________________

Age: - 16-24 25-32 33-40 4-48 Above 48

Gender: - Male Female

Marital status: - Single Married

1. When you think shopping for your family, which store comes to your mind first?

Shoppers’ stop Lifestyle Globus Westside

Big bazaar Pantaloons

2. How frequently do you shop?

Once in month Once in 2 months Once in 6 months

3. Based on the Outside appeal ( name boards, posters etc…) and parking facilities, rank these stores (note: Rank from 1 to 6; 1- Best to 6- Worst)

Stores Parking Facility Outside appeal (facades windows etc.)

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(space)

Shoppers’ Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

4. Rank the Sales Personnel of these stores based on the following Attributes

Stores Attentive Friendliness

Shoppers’ Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

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5. Based on the following, In-Store Attributes rank the stores

Stores Music Moving Space Arrangements

Shoppers’ Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

6. Based on the location and frequency of the following, rank these stores

Stores Billing Counters Trial Rooms

Shoppers’ Stop

Lifestyle

Globus

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Westside

Big bazaar

Pantaloons

7. Based on the restrooms and drinking facilities, rank these stores

Stores Rest Room Drinking Facility

Shoppers’ Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

8. Based on the following attributes, rank these stores

Stores Ease of location of desired category

Range of garment Range of acc.

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Shoppers’ Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

9. Based on the following factors, rank these stores

Stores Membership Kids Play Area

Shoppers’ Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

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10. Based on the following, rank these stores

Stores Ease of Alter/exchange

In store Other facility

advertisement

Shoppers’ Stop

Lifestyle

Globus

Westside

Big bazaar

Pantaloons

11. Among the given stores, which do you think is the best? Why?

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