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“M.S.P MANDALS”
DEOGIRI COLLEGE
AURANGABAD
PROJECT REPORT ON
“To study the custome !ece!t"o# o$ the %"st
C"t"&e# C"t"'(#) Ced"t C(d”
%o Sho!!es Sto! Ltd
SUBMITTED B*+
MR. SAURAB, -ILAS ,ANDEL/AL
MR PRABJ*OT SING, SU,B,IR SING, ,ANNA
MISS. PALA DE-EN ASLI/AL
GUIDED B* PRINCIPALSNE,A S,RI/ASTA-A MAJOR JAD,A- SIR
2014-15
SUBMITED TO
D. BABASA,EB AMBEDAR MARAT,/ADA UNI-ERSIT*0
AURANGABAD.
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INDE1
2 2 P a g e
Ch(!te
No.Ch(!te N(me P(3e No.
1 Introduction 3
2 Industry Profile 5
3 Company Profile 8
4 Product Profile 10
5 Obecti!e of "tudy 12
# $esearc% &et%odology 14
'i( Primary )ata 15
'ii( "econdary )ata 15
'iii( "ampling 15
'i!( "cope of t%e study 1#
'!( *imitations of t%e study 18
+ ,%eoretical ac.ground of t%e study 20
8 )ata /nalysis and Interpretation 23
indings 45
10 $ecommendations 48
11 Conclusion 51
12 ibliograp%y 53
/nneure 55
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INTRODUCTION
$etailing consists of all t%e acti!ities in!ol!ed in selling goods and ser!ices to
consumers for t%eir personal family or %ouse%old use It co!ers sales of goods ranging from
automobiles to apparel and food products and ser!ices ranging from %air cutting to air tra!el
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I,$O)6C,IO
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and computer education "ales of goods to intermediaries 7%o resell or sales to
manufacturers are not considered a $etail /cti!ity
In an era of globaliation liberaliation and intense competition to gi!e a
distinct identification to t%eir brands companies %a!e to in!est %uge amount t%at can be
significantly reduced by effecti!e utiliation of Co-branding Co-randing is done 7%en t7o
or more 7ell-.no7n brands are combined in an offer It is defined as t7o or more companies
going for strategic alliance in mar.eting an offer to t%e target audience
9no7ledge attains maturity and perfection t%roug% application in practical field
/pplication of &anagement Principles in all branc%es 7%et%er product personnel finance
mar.eting etc result is more efficient and effecti!e utiliation of a!ailable resources
,%is report %as been compiled firstly in partial fulfillment of t%e re:uirement for
&/ secondary to s%are t%e practical .no7ledge and eperience gained as result of
continued association 7it% company;s mar.eting branc% ,%e detail mentioned in t%ese report
are based on real situation
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I#dusty Po$"4e
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I)6",$< P$OI*=
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$etailing is defined as t%e conclusi!e set of acti!ities or steps used to sell a product
or ser!ice to consumers for t%eir personal or family use It;s responsible for matc%ing
indi!idual demands of t%e consumers 7it% supplies of all t%e manufacturers
In India t%e retail sector is t%e second largest employer after agriculture ,%e retailing sector
in India is %ig%ly fragmented and consists predominantly of small independent and o7ner-
managed s%ops ,%ere are some 12 million retail outlets in India ,%e retail trade in India in
2001 7as 7ort% $s 11228+ billion and it is epected to reac%
$s10#3 billion by 2012 ,%e proportion of sales t%roug% organied retailing is estimated
to increase to around #> by 2012
O3(#"&ed Ret("4"#3 "# South As"(# Cou#t"es
Type Of Retailing Organized Retailing Unorganized Retailing
M(4(ys"( 50> 567
Th("4(#d 40> 867
Ph"4"!!"#es 35> 857
I#do#es"( 25> 957South oe( 15> :57
Ch"#( 20> :67
I#d"( ;7
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• ,%ere is increase in t%e Purc%asing Po7er a!ailable 7it% t%e people
• of t%e Indian Pop os under
t%e age of 20-30
• C%anging demograp%ics and industry structure
• =panding computer tec%nology
• =mp%asis on lo7er costs and prices
• =mp%asis on con!enience and ser!ice
• ocus on producti!ity
• /dded eperimentation
$etail industry pro!ides immense opportunities to entrepreneurs and 7or.force as
salespeople and cler.s t%e industry also %as opportunities for people interested in
determining 7%at goods 7ill be sold getting t%ese goods to t%e rig%t time and managing t%e
operations finances and administration of retail companies
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COMPAN* PRO%ILE
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Com!(#y Po$"4e
"%oppers "top- a c%ain of $etail "tores in India o7ned by t%e 9$a%ea Corp 7as
started in 11 for its first store in /nd%eri &umbai Currently it operates its stores in
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angalore ?yderabad *uc.no7 @%aiabad Aaipur )el%i C%ennai &umbai '/nd%eri
Au%u &alad andra C%embur 9andi!ali and &ulund( Pune @urgaon and 9ol.ata
"%oppers "top *td %as redefined retail in India ta.ing it to t%e net le!el rom being
ust t%e sale of goods to consumers t%e company %as created a uni:ue aura around retail and
turned it into an eperience an indulgence
,oday "%oppers "top is a %ouse%old name .no7n for its s%opping eperience In its
endea!or to ma.e "%oppers "top a preferred family s%opping destination it %as come up 7it%
a *oyalty Program in t%e form of irst Citien Program &embers%ip ,%e &ember of t%is
*oyalty Program is entitled for t%e eclusi!e pri!ileges suc% as product pre!ie7s priority
billing and ot%er special benefits ,%e members of t%e irst Citien Program are di!ided into
t%ree typesB-
1 Classic &oments
2 "il!er =dge
3 @olden @lo7
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PRODUCT PRO%ILE
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Poduct Po$"4e
The %"st C"t"&e# C"t"'(#) Ced"t C(d
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,%e irst Citien program of "%oppers "top ma.es t%e s%opping at "%oppers "top more
re7arding for its customers it indeed offers t%e ultimate s%opping eperience It;s a program
t%at gi!es re7ard points e!ery time of s%opping also gi!es eclusi!e offers and also .eeps
you updated 7it% t%e latest products sc%emes and offers It also pro!ides t%e facility of
eclusi!e billing counters 7%ic% allo7s you to s%op more and not spend more time in 7aiting
in t%e line /s a irst Citien &ember t%e members can enoy t%e !arious le!els of Classic
&oments "il!er =dge and @olden @lo7
,%e irst Citien Citiban. Credit Card is India;s first co-branded card in t%e retail
sector ,%is card %elps one to collect points e!ery time one uses t%e card to buy merc%andise
at "%oppers "top as 7ell as all ot%er outlets /lso one gets automatic entry into t%e "%oppers
"top loyalty programme
,%e card is furt%er classified as follo7sB-
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%"st C"t"&e# C"t"'(#)
Ced"t C(d
@olden @lo7 "il!er =dge
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O'>ect"=es o$ the study (e (s $o44o?s+
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OBJECTI-E O% T,E
STUD*
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RESEARC,
MET,ODOLOG*
Rese(ch Methodo4o3y+
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$esearc% &et%odology is a 7ay to systematically sol!e t%e researc% problem It is t%e
science of studying %o7 researc% is done scientifically
or t%is proect $esearc% &et%odology used is !ery simple
1 $esearc% )esignB - In t%is researc% eploratory researc% design is been used to
clarify concepts and find out causes of t%e problem
2 )ata CollectionB - or t%e purpose of ac%ie!ing t%e obecti!es of proect data
collection is an important tas. ,%e primary data collected in t%is proect is t%roug%
t%e :uestionnaire prepared for t%e same it% t%e %elp of t%is Duestionnaire t%e
customers of t%e irst Citien Citiban. Credit Card 7ere inter!ie7ed
3 "ampling )esignB - /s t%ere is no specific sampling design for t%e on-Probability
sampling %ence no t%oroug% sampling design %as been used for t%e researc% proect
4 "ampling ,ec%ni:ueB-,%e sampling tec%ni:ue used is t%e on-Probability Audgement
sampling ,%is is because according to t%e sample composition of 1000 people 2#0
people 7ere approac%ed according to t%e appointments gi!en t%em ,%e main
c%aracteristics of udgmental sampling are t%at units or elements in t%e population are
purposi!ely selected "ince t%e process of selection is not based on t%e random
met%od a udgment sample is considered to be on-probability sampling
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SCOPE O% T,E STUD*
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18 2 P a g e
LIMITATIONS
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The L"m"t(t"o#s o$ the !o>ect (e (s $o44o?s+@
•
,%e researc% 7as done only for t%e customers %olding t%e irst Citien Citiban.
Credit Card
• ,%e analysis done is as per t%e information gi!en by t%e customers and doesn;t
include any personal opinions and information
• /lso t%e researc% 7as done 7it%in t%e stipulated time ie 40 days
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20 2 P a g e
T,EORETICALBACGROUND
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Theoet"c(4 B(c)3ou#d
*iberaliation in India %as broug%t c%anges in tec%nology :uality ser!ice 7or.
culture and undoubtedly fierce competition Companies are t%in.ing t%at t%is as t%e golden
opportunity to gain mind s%are and %eart s%are for 7%ic% t%ey are using !arious inno!ati!e
tools and tec%ni:ues rands 7it% !arying dimensions of attributes benefits !alues culture
personality and users %a!e t%e real po7er to generate 7ealt% rands 7%ic% are storing in
t%ese dimensions command respectable positions in terms if t%e sales reputation image etc
Ironically in today;s competiti!e scenario t%ere is a real battle of brands ,%is .eeps t%e
mar.eters on toes to effecti!ely communicate t%e !alues t%eir brand possesses ,%ey adopt
many tec%ni:ues for t%isE one of t%ese is t%e
CO-$/)I@
P%ilip 9otler defines Co-randing as Ft7o or more 7ell-.no7n brands combined
in an offerG It is defined as t7o or more companies going for strategic alliance in mar.eting
an offer to t%e target audience
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Be#e$"ts o$ Co@B(#d"#3
o7-a-days companies today are pairing t%eir brands in collaborati!e mar.eting
effort to ac%ie!e t%e follo7ing benefitsB
• &any line etensions capitalie on partner;s brand e:uity
• Co-branding %elps usage etension
• Image reinforcement may ta.e place due to co-branding
• *oyalty programs increasingly include co-branding arrangements ,%e corporations
are s%aring t%e cost of loyalty programsE %ence t%e promotional costs to t%e
companies are coming do7n
It is obser!ed t%at Co-branding can be done in !arious combinations bet7een
national brands indi!idual brands family brands or 7it% intangible product li.e ser!ice
ensuring synergistic effect and 7in-7in situation for companies brands and customers
/ study by t%e /merican &ar.eting /ssociation 7%ic% in!estigated consumer;s
approac% to Co- branding %ad found out t%at among t%e target audience 7%en told t%at
9oda. 7as introducing a ne7 digital imaging product 20 > of respondents said t%at t%ey
7ere li.ely to buy t%e product same 7as t%e percentage 7%en "ony %ad introduced t%e idea
ut 7%en t%e product 7as being ointly produced by 9oda. and "ony t%e figure rose to 80>
In an era of globaliation liberaliation and intense competition to gi!e a
distinct identification to t%eir brands companies %a!e to in!est %uge amount t%at can be
significantly reduced by effecti!e utiliation of Co-branding
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DATA ANAL*SIS
AND
INTERPRETATION
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D(t( A#(4ys"s (#d I#te!et(t"o#
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T('4e No+
S0No P((metes No. o$ Customes Pece#t(3e
1 On riendsH$elati!es "uggestion + 2
2 Citiban. offered t%e Card 10# 41
3 Online /pplication 0 0
4
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T('4e No+ @;
C4(ss"$"c(t"o# No.o$ Customes
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T('4e No+ @
Be#e$"ts No. o$ Customes
1 248
2 20#
3 251
4 24#
5 30
# 250
+ 158
8 38
44
10 223
11 8+12 101
13 252
14 224
G(!h No+ @
'"ourceB "ur!ey(
I#te!et(t"o#+
rom t%e abo!e diagram it can be seen t%at t%e follo7ing benefits are considered as aiding in
t%e s%oppingB-
• Offers pro!ided at "%oppers "top
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,o? m(#y o$ the 'e#e$"ts ("d the customes
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• =clusi!e billing counters
• =tra re7ard points at "%oppers "top
• $egular communication on offers sc%emes and discounts
•=clusi!e s%opping festi!als
• $edemption of re7ard points
/lso from t%e abo!e diagram it can be seen t%at t%e follo7ing benefits 7ere found to be
unaided in t%e s%opping for t%e customersB-
• ,%e =mi sc%emes
• etter interest on outstanding
• Con!enient payment of t%e Card
• Offers on restaurants grocery outlets
• On-*ine ill Payment
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,%e aided benefits 7ere rated as follo7s by t%e customers
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T('4e No+ @
R(#)s No. o$ Customes
1 2 12
3 #0
4 5+
5 122
G(!h No+@
'"ourceB-"ur!ey(
I#te!et(t"o#+
,%e abo!e diagram s%o7s t%at t%e offers pro!ided by "%oppers "top %elp t%e customers a lot
in t%eir s%opping as most of t%e customers %a!e rated 5 for t%e benefit
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O$$es !o="ded (t Sho!!es Sto!
=clusi!e illing Counters
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T('4e No+@5
R(#)s No. o$ Customes
1 2#
2 11
3 1#
4 #8
5 13
G(!h No+ @ 5
'"ourceB "ur!ey(
I#te!et(t"o#+
,%e abo!e diagram s%o7s t%at t%e =clusi!e illing Counters pro!ided by "%oppers "top for
t%e payment of t%eir bills %elp t%e customers a lot in t%eir s%opping as most of t%e customers
%a!e rated 5 for t%e benefit
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=tra $e7ard Points
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T('4e No+ @ 8
R(#)s No. o$ Customes
1
2 11
3 44 4#
5 100
G(!h No+ @ 8
'"ourceB "ur!ey(
I#te!et(t"o#+
,%e abo!e diagram s%o7s t%at t%e =tra $e7ard at "%oppers "top for t%e payment of t%eir
bills %elp t%e customers a lot in t%eir s%opping as most of t%e customers %a!e rated 5 for t%e
benefit
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Re3u4( commu#"c(t"o# o# O$$es0 Schemes (#d D"scou#ts
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T('4e No+ @ 9
R(#)s No. o$ Customes
1 #
2 13
3 1224 48
5 +1
G(!h No+ @ 9
'"ourceB "ur!ey(
I#te!et(t"o#+
,%e abo!e diagram s%o7s t%at t%e $egular communication done %elps t%e customers in t%eir
s%opping but t%e customers 7ant t%at t%e communication s%ould be done :uite early before
t%e offers or t%e specific starts so t%at customers can ta.e t%e benefits of t%e offers
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Ec4us"=e Sho!!"#3 $est"=(4s
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T('4e No+ @ :
R(#)s No. o$ Customes
1 12
2 18
3 3#
4 5
5 4
G(!h No+ @ :
'"ourceB "ur!ey(
I#te!et(t"o#+
,%e abo!e diagram s%o7s t%at t%e =clusi!e "%opping esti!als pro!ided by "%oppers "top
add up to t%e s%opping benefits of t%e customers
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Redem!t"o# o$ e?(d !o"#ts
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T('4e No+ @ <
R(#)s No. o$ Customes
1 5
2 22
3 32
4 8
5 112G(!h No+ @ <
'"ourceB "ur!ey(
I#te!et(t"o#+
,%e re7ard points %elp t%e customers in s%oppingE it %elps t%em at t%e time of payment of t%e
bills t%is can be seen as 7 of t%e customers %a!e rated 5 for t%e benefit
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The U#("ded Be#e$"ts ?ee (ted (s $o44o?s
The EMI Schemes
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T('4e No+ @ 6
R(#)s No. o$ Customes1 18+
2 22
3 34
4 5
5 12
Tot(4 ;86
G(!h No+ @ 6
'"ourceB "ur!ey(
I#te!et(t"o#+
rom t%e abo!e c%art it is found t%at 97 ie
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G(!h No+ @
'"ourceB "ur!ey(
I#te!et(t"o#+
rom t%e abo!e c%art it is found t%at 5
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T('4e No+@;
G(!h No+ @ ;
'"ourceB "ur!ey(
I#te!et(t"o#+
rom t%e abo!e c%art it is found t%at 8;7 ie 8 customers %a!e rated for t%e Offers on
$estaurants @rocery etc and only ;7 ie 5 customers %a!e rated 5 for t%e benefit
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R(#)s No. o$ Customes
1 1#2
2 45
3 3+
4
5 +Tot(4 ;86
O#4"#e B"44 P(yme#t
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T('4e No+@
R(#)s No. o$ Customes
1 11+
2 5
3 38
4 285 18
Tot(4 ;86
G(!h No+@
'"ourceB "ur!ey(
I#te!et(t"o#+
rom t%e abo!e c%art it is found t%at t%e 87 ".e. < customers %a!e rated for t%e benefit
and only 97 ".e. : customers %a!e rated 5 for t%e benefit
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Moe Be#e$"ts #eeded "# the c(d
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T('4e No+@
S.No Be#e$"ts Out o$ ;86 Pece#t(3e
1 &ore $e7ard points 13+ 53
2 )rop o facilities 11# 45
3 Cas% bac. Offer 1#2 #24 onus Points offer 138 53
5 Offers in @roceryetc +0 2+
# ree @ifts 85 33
+ =c%ange days 8+ 33
8 @ift !ouc%ers 184 +1
Payment Online 14 5
G(!h No+@
'"ourceB "ur!ey(
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/hee e4se do the customes Sho!
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T('4e No+ @ 5
S.No Sho!!"#3 M(44s No. o$ Customes Pece#t(3e
1 Pantaloons #8 2#
2 ig aaar #2 24
3 @lobus 23 4 ood aaar 2 11
5 estside 13 5
# Pro!ogue 1# #
+ *ifestyle 4 1
Ot%ers 0 0
Tot(4 ;86 66
G(!h No+ @ 5
'"ourceB "ur!ey(
I#te!et(t"o#+
rom t%e abo!e c%art t%e follo7ing can be interpretedB-
&aor s%opping is done by t%e customers in P(#t(4oo#s F;87 B"3 B(&(( F;70
and L"$esty4e F
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Com!et"tos 7 No.o$ customes
B"3 B(&(( C(d 3# 4
L"$esty4e SBI C(d 24 #2
P(#t(4oo#s 18 4
@lobus 1 50
estside 3 5
,otal 100 2#0
G(!h No+ @ 8
'"ourceB "ur!ey(
I#te!et(t"o#+
rom t%e abo!e table it is found t%at 87 of t%e customers %old t%e ig aaar card
follo7ed by t%e *ifestyle-"I '24>( and Pantaloons '4>(
T('4e No+@9
Ced"t C(ds 7(3e No.o$ Customes
ICICI-Platinum 3 8
ICICI@Go4d 31 81
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Nom(4 Ced"t C(ds used "# Sho!!"#3
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ICICI-"il!er 2 5
"tan C-
Platinum
2 5
"tan C-@old 3 8
"tan C-Classic 8 21
,D%C@Go4d 21 55
?)C-"il!er 2 5
?"C-@old 8 21
?"C-"il!er 3 8
SBI@Go4d 14 3#
"I-"il!er 3 8
Tot(4 66 ;86
G(!h No+@9
41 2 P a g e
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'"ourceB "ur!ey(
I#te!et(t"o#+@
,%e abo!e table s%o7s t%at maority of t%e customers %old t%e ICICI@Go4d Ced"t
C(d F7 it is follo7ed by t%e ,D%C@Go4d F;7 and also SBI H Go4d F7.
T('4e No+@:
S.No Re(so#s Out o$ ;86
1 etter $e7ard Points rom Ot%er Cards 100
2 etter Offers and promotions by ot%ers 1#0
3 etter ill Payment acilities 3+
4 etter Customer "er!ices
5 ?abituated ,o7ards a specific card 21+
# Prefer using )ebit card
+ Prefer payment by cas% 180
8 Ot%ers 5
G(!h No+@:
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Re(so#s $o us"#3 othe c(ds
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'"ourceB "ur!ey(
I#te!et(t"o#+
rom t%e abo!e grap% t%e follo7ing is been foundB-
1 Out of 2#0 customers ;9 customers are %abituated for using a specific card
2 Out of 2#0 customers 86 customers+ get better offers and promotion from ot%er
cards
3 Out of 2#0 customers :6 customers prefer payment by cas%
G(!h No+ @ <
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A##u(4 E!e#ses
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1-5> 2-10> 3-15> 4-20> 5-25> #-30> +-35> 8-40> -50>
I#te!et(t"o#+
rom t%e abo!e bar diagram t%e follo7ing is found about t%e ependiture of t%e customersB-
85 customes spend ;67 of t%eir annual income on t%e gi!en list of epenses
customes spend ;57 of t%eir annual income on t%e gi!en list of epenses
9 customes spend 67 of t%eir annual epenses on t%e gi!en list of epenses
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%INDINGS
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3 Out of all t%e benefits pro!ided by t%e card t%e benefits li.e t%e $egular
Communication on offers sc%emes and discounts =clusi!e illing counters
$edemption of re7ard points Offers pro!ided at "%oppers "top 7ere found to
be useful to t%e customers
4 ,%e benefits li.e t%e =&I "c%emes Con!enient payment options of t%e card
Offers on restaurants grocery outlets On-*ine ill Payment 7ere found to be
of !ery less use to t%e customers
5 Customers need more benefits li.e t%e )rop o acilities Cas% ac. Offers
/lso t%ey prefer t%e @ift !ouc%ers t%an free gifts as t%ey do get t%e con!enience
from t%e gift !ouc%ers
# 2#> of t%e customers s%op at Pantaloons follo7ed by ig aaar '24>(
*ifestyle '1>( and also ood aaar '11>(
+ 3#> of t%e customers %old t%e ig aaar Card follo7ed by t%e *ifestyle "I
Card '24>( and also t%e Pantaloons card '18>(
8 In regard to t%e normal credit cards customers use t%e ICICI @old credit card
'31>( follo7ed by t%e ?)C @old '21>( and "I card '14>(
ollo7ing are t%e maor reasons for using t%e ot%er credit cardsB-
• ?abituated to7ards t%e usage of a specific card
• etter offers and promotions from ot%er cards
• /lso customers prefer payment by cas%
10 Out of 2#0 customers 182 are in t%e group 7%o spend bet7een 20-30> of t%eir annual income in s%opping
11 &aority of t%e customers are %olding t%e accounts 7it% ICICI ?)C and also
"I so t%ey prefer to use t%e cards lin.ed 7it% t%ose ban.s
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Recomme#d(t"o#s
,%e .ey areas 7%ere impro!ement needs to be made areB-
1 ollo7ing benefits are to be added to t%e cardB-
•&ore $e7ard Points
• )rop o acilities for C%e:ue payment at "%oppers "top
• Cas% ac. Offers
• onus Points Offers
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• @ift ouc%ers as t%ey are more preferred by t%e customers o!er t%e ree
@ifts
2 ,%e communication done by "%oppers "top in regards of !arious offers and
promotions sc%emes etc s%ould be done 7ell in ad!ance so t%at t%e customers can
a!ail t%e benefits
3 ,%e payment options pro!ided by t%e card needs to be impro!ed ,%e customers need
an interest free payment option 7%ile at t%e time of payment of t%e bills t%roug%
cas%
4 Only 40> of t%e customers 7ere a7are of t%e benefits offered by t%e card "o an
effecti!e strategy is to be designed so t%at t%ey are made a7are of benefits of t%e
card ,%e customers s%ould be s%o7n a comparison bet7een t%e benefits pro!ided by
"%oppers "top and ot%er stores
5 Cas% bac. promotion offer s%ould be floated on regular basis
# ,%e specific issues mentioned belo7 s%ould be sol!ed by "%oppers "top urgently so
t%at t%e customers can start using t%e card at t%e earliest ,%e specific issues are as
follo7sB-
• ,%e communication s%ould be done a bit early and on a regular basis
• "ome customers find t%e "&" gi!en by t%e Citiban. in regards of payment
!ery confusing and are also sent !ery late
• %ile at t%e time of payment of t%e bills t%roug% cas% t%ere %as been interest
c%arged
• rong name is printed on t%e card due to 7%ic% t%e card is useless ,%is
issue is not been sol!ed for t%e last si mont%s
• "ol!e t%e ser!ice issues as soon as possible
• &any of t%e customers %a!en;t recei!ed t%e upgraded card due to 7%ic% not
using t%e same
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• ig aaar Card gi!es more benefits and better offers and promotionsE
"%oppers "top needs to be come out 7it% better offers
• illing Counters ta.e a lot of time for t%e redemption of t%e points 7%ic%
ma.es t%e usage of t%e ot%er cards
• &any of t%e customers %a!en;t recei!ed t%e upgraded card due to 7%ic% not
using t%e same
• ,%e first citien des.s ta.e a lot of time for t%e @ift ouc%ers and also on
payment %ence usage of ot%er credit card is preferred
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CONCLUSION
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Co#c4us"o#
,%us from t%e inter!ie7s conducted 7e can see t%at t%e maority of t%e customers aren;t
a7are of t%e benefits of t%e card and t%ose 7%o .no7 t%e benefits are not satisfied 7it% many
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of t%e benefits of t%e card /lso customers are in need of better benefits to be added to t%e
card
"%oppers "top s%ould de!elop strategies for t%e customers s%ould be informed about
t%e benefits of t%e card "%oppers "top needs to add t%e benefits as needed by t%e customers
so t%at t%e usage of t%e card can be increased ,%e customer ser!ice s%ould be made effecti!e
leading to t%e effecti!e sol!ing of t%e customer issues leading to t%e increase in t%e usage of
t%e card
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BIBLIOGRAP,*
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1 Indian Aournal of mar.etingHCo-branding
2 $etailer &againe
/e's"tes ="s"ted+
1 777s%oppersstopcom
2 777googlecom
3 777rediffmailcom
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ANNE1URE
http://www.shoppersstop.com/http://www.google.com/http://www.shoppersstop.com/http://www.google.com/
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uest"o##("e
First Citien Citiban. Credit CardG
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,%e purpose of t%is sur!ey is to %elp "%oppers "top to impro!e its offerings to t%e members
using t%e First Citien Citiban. Credit CardG
9indly tic. on t%e options and also gi!e your opinions 7%ere needed
1 ?o7 did you get t%e First Citien Citiban. Credit CardGJ
• On your friends;H$elati!es; suggestion
• Citiban. offered you t%e card
• Online /pplication
•
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"ro enefits /ided 6naided
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1 Offers pro!ided at "%oppers "top
2 Par.ing benefits at "%oppers "top
3 =clusi!e billing counters at "%oppers "top
4 =tra re7ard points at "%oppers "top
5 ,%e =&I "c%emes
# $egular communication on Offers "c%emes and
)iscounts
+ 0> uel "urc%arge
8 etter interest on out standings
Con!enient payment options of t%e Credit Cardills
10 =clusi!e s%opping festi!als li.e PO*IC=7atc%es )amas diamondAe7elleryetc
11 Offers on restaurants grocery outletsetc
12 On-*ine ill Payment
13 $edemption of re7ard points
14 =tra points 7%en you buy from in %ouse brands
'li.e ",OP9as%is%(
4 On a scale of 1 to 5 rate t%e benefits of t%e First Citien Citiban. Credit CardG in
order of t%eir of importance in your s%opping 7%ere 1- least important
K 5- !ery important
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• ood aaar
• estside
• Pro!ogue
• *ifestyle
• Ot%ers if any .indly "pecifyLLLLLLLLLLLLLLLL
+ )o you %old cards gi!en by any of t%ese "toresJ
LLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLL
LLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLL
8 %ic% ot%er Credit Cards 'normal( do you %oldJ /lso specify t%e le!el in 7%ic% t%e
card is currently',itanium Platinum @old /me(
LLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLL
%ic% card do you use for most your re:uirementsJLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLL
LLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLL
10 %ic% are t%e options t%at ma.e you use t%e ot%er credit cards or ot%er payment
modesJ
• etter $e7ard Points from ot%er cards
• etter offers and promotions gi!en by ot%er cards
• etter ill Payment acilities 'L@race period etc(
• etter Customer "er!ices of ot%er Credit Cards
• ?abituated to7ards a specific card
• Prefer using )ebit cards o!er credit cards
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• Prefer payment by cas%
• Ot%ers If any .indly specifyLLLLLLLLLLLLLLL
11 ?o7 muc% percentage of your mont%ly salary do you spend on t%e follo7ingoptionsJ /nnually
• Ae7elleryL
• /pparelsL
• @roceryL
• ,ra!elHoo.ing /ir tic.etsL
• $estaurantsL
• PetrolL
• /ccessories li.e perfumes cosmetics belts s%oes bags etc L
12 /ny specific issue 7%ic% needs to be analyed by "%oppers "topJ
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,%an.
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