sip report 2015 final

Study of Consumer Buying Behaviour In Men’s Casual
Department At Shoppers Stop, Bhopal
A Project Report
Submitted By:
Dhruv Sharma
In partial fulfillment for the award of the
POST GRADUATE DIPLOMA IN MANAGEMENT
IN
Marketing Management
INSTITUTE OF PROFESSIONAL EDUCATION AND RESEARCH,
BHOPAL
AUGUST, 2015

ACKNOWLEGMENT
I wish to express my gratitude to those who helped me in completion of the project Insight
Study of Mutual Fund Industry in India: Credibility, Risk and Brand. I have received
immense guidance from my guide Prof. Anil Purushothaman who motivated me to receive
enormous amount of input & inspiration at the various stages during my project preparation
& also assisted me to make many valuable improvements that helped me to enhance my
project. I would like to convey my sincere gratitude to him.

DECLARATION
I Dhruv Sharma hereby declare that the research work titled,
“Study on Consumer Buying Behaviour in Men’s Casual Department at Shoppers Stop,
Bhopal” completed by me is an original work conducted under the guidance of Prof Anil
Purushothaman of Institute of Professional Research and Education, Bhopal.
This research has not been published anywhere and is done in the partial fulfillment of the
requirement of the degree of PGDM
Bhopal Dhruv Sharma
Date: - PGDM 2014-2016

Contents
1. CONCEPTUAL OVERVIEW....................................................................................................5
2. RESEARCH METHODOLOGY ...................................................................................................7
2.1 RESEARCH DESIGN:...........................................................................................................8
2.2 METHOD OF OBSERVATION.............................................................................................8
2.3 SIGNIFICANCE OF THE STUDY:..........................................................................................8
2.4 OBJECTIVES OF THE STUDY:.............................................................................................9
2.5 LIMITATIONS OF THE STUDY............................................................................................9
CHAPTER–3 THEORETICAL BACKGROUND...............................................................................11
3.1 About Retail....................................................................................................................12
3.2 Shoppers Stop ................................................................................................................24
4. Data Analysis.....................................................................................................................37
5. Findings.............................................................................................................................51
6. Appendix...........................................................................................................................53
7. Bibliography......................................................................................................................55

BuyingBehavioristhe decisionprocessesandactsof people involvedinbuyingandusingproducts.
Need to understand:
 whyconsumersmake the purchasesthattheymake?
 whatfactors influenceconsumerpurchases?
 the changingfactors inour society.
ConsumerBuyingBehaviorreferstothe buyingbehaviorof the ultimate consumer.A firmneedsto
analyze buyingbehaviorfor:
 Buyersreactionstoa firmsmarketingstrategyhasagreat impacton the firmssuccess.
 The marketingconceptstressesthata firmshouldcreate a Marketing Mix (MM) that
satisfies(givesutilityto) customers,therefore needtoanalyze the what,where,whenand
howconsumersbuy.
 Marketerscan betterpredicthow consumerswill respondtomarketingstrategies.
The Researchwas done inanalyzing the ConsumerBuyingBehaviorAtShoppersStopBhopal In
SpecificRelationtoThe LadiesWesternregion
OBJECTIVES OF THE STUDY:
 To study the Consumer buying behavior at Shoppers Stop.
 To analyze the target customers of the company and their buying behavior.
LIMITATIONS OF THE STUDY
 The survey was restricted to some places only.
 Sample size of the study is too low as compared to the total number of people who visit
the stores. Hence it is not possible to arrive at accurate conclusion.
 Respondents bias towards certain stores.
 Few respondents were reluctant while answering the questions.
 Lack of time and financial constraints
CONCLUSION
I have conducted survey to analyze Consumer Buying Behavior at Shoppers Stop For the study

2.1 RESEARCH DESIGN:
Type of research: Descriptive Research
The project study is based on the Descriptive Research which includes survey and
fact-finding enquiries. The method utilized here to study the variables is based on the
survey method. To study the brand preferences and buying behavior of the customers
with the detailed and comparative study of different variables, descriptive research
has been done to study the various characteristics based in the project research.
Thus, The research design was descriptive in nature. Primary data was collected by
survey using a structured and a detailed questionnaire. The population of the study
consisted of customers of this segment of retail stores.
2.2 METHODOF OBSERVATION
SAMPLING DESIGN:
 Population : Customers of Bhopal city
 Survey area : Customers located at different areas of Bhopal (Residential areas,
Corporate offices, Major hangout places, Within SSL)
 Sampling method : Probability sampling- Simple Random Sampling
 Sample size : 100 respondents
2.3 SIGNIFICANCE OFTHE STUDY:
 To know the awareness of people about different brands of shoppers Stop as well
as other stores.
 Result will be the knowledge about consumer’s preferences towards exclusive,
multi brands retail outlets that will be helpful to find out the factors that influence
the satisfaction level of the customer.
 It will be helpful to know the connection between the demographic factors like
age , gender, income, education and choice of customers regarding different

2.4 OBJECTIVES OF THE STUDY:
 To study the Consumer Buying Behaviour, brand preferences and to analyze the
catchment area of Shoppers Stop.
 To understand consumer’s views regarding shoppers stop.
2.5 LIMITATIONS OFTHE STUDY
 The survey was restricted to some places only.
 Sample size of the study is too low as compared to the total number of people who visit
the stores. Hence it is not possible to arrive at accurate conclusion.
 Respondents bias towards certain stores.
 Few respondents were reluctant while answering the questions.
 Unawareness of the brands available.
 Lack of time and financial constraints.
APPROPRIATENESS OF THE SURVEY METHOD
The objective of study is to analyze the customer buying behavior and brand preferences at
Shoppers stop. For this best suited method was survey method. Hence a questionnaire
method is chosen which is free from bias of the interviewer and large sample can be made
use of and thus the result can be more dependable and reliable.
SAMPLING PROCEDURE
Sampling is a method of selecting a few items from a particular group to be obtaining
relevant data which help in drawing conclusions regarding the entire group i.e. population
or universe.
SAMPLING SIZE:
The sample size selected for the study was100 respondents from Bhopal – including 85
males as well as 15 females.

CONSTRUCTION OF THE TOOL:
To measure the effectiveness of Consumer behavior, the research instrument used here is
a questionnaire.
The questionnaire consists of two sections.
Section 1: Collect the personal details about respondents.
Section 2: Consists of 16 Questions which deals with Consumer buying behavior , brand
preferences & Catchment analysis.
ANALYSIS AND INTERPRETATION:
The data collected are classified, analyzed and calculated. The statistical tools are applied for
the analysis of the data. The tool used is Percentage analysis

CHAPTER–3
THEORETICAL BACKGROUND

RETAILING: AN INTRODUCTION
The distribution of consumer products begins with the producer and ends at the ultimate
consumer. Between the producer and the consumer there is middleman- the retailer, who
links the producers and the ultimate consumers.
Retailing is defined as a conclusive set of activities or steps used to sell a product or a service
to consumers for their personal or family use. It is responsible for matching individual
demands of the consumer with supplies of all the manufacturers.
The word “retail” is derived from the French work retailier, meaning “to cut a piece off” or
“to break bulk”. In simple terms, it implies a first-hand transaction with the customer. A
retailer is a person, agent, agency, company or organization which instrumental in reaching
the goods, merchandise or services to the ultimate consumer.
The selling need not necessarily take place through the mail, the internet, door to door visits-
any channel that could be used to approach the consumer. When manufacturers like dell
computers sell directly to the consumers they also perform the retailing function. Retailing
has become such an intrinsic part of our everyday lives that it is often taken for granted. The
nations that have enjoyed the greatest economic and social progress have been those with a
strong retail sector. A vibrant retailing sector has to offer- an easier access to a variety of
products, freedom of choice and higher levels of customer service. As we all know, the ease
of entry into retail business results in fierce competition and better value for customer.
To enter retailing is easy and to fail is even easier. Therefore, in order to survive in retailing,
a firm must do a satisfactory job in its primary.
Retail classification
Retail industry can be broadly classified into two categories namely-
 organised
 Unorganised retail.
 Organized retail - Organised traders/retailers, who are licensed for trading activities and registered
to pay taxes to the government.
 Unorganized retail – It consists of unauthorized small shops - conventional Kirana shops, general
stores, corner shops among various other small retail outlets - but remain as the radiating force of
Indian retail industry.

Organized & Unorganized Retail sectorin India
 The Indian retail industry is divided into organized and unorganized sectors. The
Indian retail sector is highly fragmented, with a major share of its business is being
run by unorganized retailers like the traditional family run stores and corner stores.
The organized retail however is at a very nascent stage, though attempts are being
made to increase its proportion bringing in a huge opportunity for prospective new
players.
 Organized retail accounts for 7 per cent of India's roughly US$ 435 billion retail
market and is expected to reach 20 per cent by 2020. Currently India constitutes only
8% of organized retail and remaining 92% is left unorganized, which may grow much
faster than traditional retail. It is expected to gain a higher share in the growing pie of
the retail market in India. Various estimates put the share of organized retail as 20%
by 2020.
 The growth pattern in organized retailing and in the consumption made by the Indian
population may follow a rising graph helping the newer businessmen to enter the
India Retail Industry.
 The country's traditional retail industry is expected to grow at an average annual rate
of 5% over the next year, while the organised retail is estimated to register a growth
rate of around 25% during this period.

DEFINITION
Historically retailing has been viewed as the sale of the goods to the consumer through retail
shops. However, retailing today should be viewed as being rather broader.
Retailing is the sale of the goods and services to the ultimate consumer for personal, family
or household use. Thus retailing involves more than selling tangible products. The purchase
of a service such as a hair cut or dry cleaning is also a retail transaction purchases for a
business or industrial use are not retail transactions.
FUNCTIONS OF RETAILING
The retail outlet may provide some or all of the following services to its customers:
 Convenient location.
 An assortment of merchandise appropriate to the particular market.
 Breaking of bulk so that small quantities can be sold.
 Processing of merchandise to more acceptable forms.
 Holding of stock for instant availability at relatively stable prices.
 Helping to effect change in ownership of goods.
 Information not only to the consumer but also to suppliers.
 Product guarantees, after sales service and dealing with customer complaints.
 Credit and hire- purchase facilities.
 Some facility for social intercourse.
THE GLOBAL RETAIL INDUSTRY:AN OVERVIEW
Retail has played a major role world over increasing productivity across a wide range of
consumer goods and services. The impact can be best seen in countries like U.S.A, U.K,
Mexico, Thailand and more recently china. Economies of countries like Singapore, Malaysia,
Hong Kong, Srilanka, & Dubai are also heavily assisted by the retail sector.
Retail is the second-largest in the U.S both in numbers of establishments and number of
employees. It is also one of the largest worldwide. The retail industry employs more than 22
million Americans and generates more than $3trillion in retail sale annually. Retailing is a
U.S. $7 trillion sector. Wal-mart is the world’s largest retailer. Already the world’s largest
employer with over 1 million associates, wal-mart displaced oil giant Exxon mobile as the

world’s largest company when it posted $219 billion in sales for fiscal 2001. It has become
the most successful retail brand in the world due its ability to leverage size, market and
efficiency to create market dominance. Wal-mart heads fortune magazine list of top 500
companies in the world.
WORLD’S TOP 10 RETAILERS BY REVENUE
NO. Name Headquarters Revenues
($billions)
No. of
outlets
No. of
companies
operating in
1. Wal-Mart U.S 408.21 8900 15
2. Carrefour France 126.5 15500 34
3. Tesco U.K 99.7 502 15
4. Metro Germany 92.02 2100 33
5. Lidl Germany 82.08 7200 20
6. Kroger U.S 76.7 3264 1
7. Home depot U.S 71.5 2242 4
8. Costco U.S 71.4 573 8
9. Target U.S 65.357 1743 2
10. Aldi Germany 58 8210 18

RECENT TRENDS
 Retailing in India is witnessing a huge revamping exercise as can be seen in the graph.
 India is rated the fifth most attractive emerging retail market: a potential goldmine.
 As per a report by KPMG the annual growth of department stores is estimated at 24%.
 Ranked second in a global retail development index of 30 developing countries drawn
up by AT Kearney.
 Multiple drivers leading to a consumption boom:
 Favorable demographics
 Growth in income
 Increasing population of woman
 Raising aspirations: value added goods sales.
 Food & apparel retailing key drives of growth.
 Organized retailing in India has become largely an urban
 It is a tool that has been used by retailers ranging from amazon.com to eBay to
radically change buying behavior
RETAIL FORMATS IN INDIA
Format Description Example
Hyper markets  Avg. size 50000-100000 sq.ft
 Offers a large basket of products
ranging from grocery, fresh and
processed food, beauty and house hold
products, clothing and appliances.
 Hyper city
 Star bazaar
Department stores  Avg. size 10000 to 60000 sq.ft.
 Offers a large layout with a large
merchandise mix, usually in cohesive
categories including fashion.
 Shoppers Stop
 Life style

Shopping malls  Avg. size 60000 to 700000 sq.ft and
above
 The largest form of organized retailing
today.
 Inorbit mall
 Infinity
 Phoenix
Super market  Avg. size 10000 to 60000 sq.ft
 Having a strong focus on food and
grocery and personal sales.
 Big bazaar
 D mart
Mom & pops
shops
 They are family owned business
catering to small sections
 They are individually handled retail
outlets and have a personal touch.
 Kirana shops
 Lala shops

Foreign Direct Investment (FDI) in Indian retail
The current sign of reforms by the Government to initiate Foreign Direct Investment (FDI) in
various sectors is bringing a new enthusiasm to the investment climate in India.
The recent announcement by the Indian government with Foreign Direct Investment (FDI) in
retail, especially allowing 100% FDI in single brands and multi-brand FDI has created
positive sentiments in the retail sector.
The major opposition party of India and its allies are currently opposing the FDI in multi-
brand retail. Some of the ruling party allies such as DMK, UDF (Kerala) are also against the
policy.
6 Foreign footprint in Indian Retail market

In India the vast middle class and its almost untapped retail industry are the key attractive
forces for global retail giants wanting to enter into newer markets
Foreignentrants in the Indian segmentare as follows:
 Germany-based Metro Cash & Carry opened six wholesale centers in the country.
 Wal-Mart with Bharti Retail, owner of Easy day stores.
 British retailer Tesco Plc (TESCO) signed an agreement with Trent Ltd (Trent), the
retail arm of Tata Group to set up cash-and-carry stores.
 Carrefour opened its first cash-and carry store in New Delhi.
Key drivers of retail growth in India
The growing disposable income in the country is resulting in increasing consumer spending
habits. A large young working population with median age of 24 years, nuclear families in
urban areas, along with increasing workingwomen population and emerging opportunities in
the services sector are going to be the key factors in the growth of the organized Retail sector
in India.
Factors driving the organized retail sectorinclude the following:
 Higher incomes driving the purchase of essential and nonessential products.
 Evolving consumption patterns of Indian customers.
 New technology and lifestyle trends creating replacement demand.
 Increase in rural income as well as urbanization
 Increase in easy access to credit and consumer awareness.
 Growth of modern trade format across urban, Tier I, Tier II and Tier III cities and
towns.
 Rapid urbanization and growing trend towards nuclear families.
Developmentof Modern Retailin India
The modern retail in the next five years is expected to contribute to a minimum of one third
of the market of 40 trillion. It has been estimated that by the year 2016, the modern retail
would have 19.3 percentage share of the total Retail market.
The prominent outcome of the development of modern retailing in India is an increase of
choice among consumers.

With the advent of modern retailing in the emerging markets have witnessed developments in
the areas of Technology transfer, enhanced quality levels of produce, products at competitive
prices, better Procurement practices and enhanced employment opportunities.
While modern retailing is fast penetrating in a developing country
Like India, it is significant to understand that it is quite complicated to accurately assess its
impact.
Expected Future Trends
1. FDI in specialty stores: Multi-brand organized retail in specialty stores such as
Consumer Electronics, Footwear, Furniture and Furnishing etc. are expected to expand
and mature in the next few years. However the policy condition on sourcing will continue
to be a major bottleneck for FDI in many of these segments.
2. Dominance of unorganized retail: Flexible credit options and convenient shopping
locations may help traditional retail to continue its dominance in retail sector.
3. Growth in small cities and towns: Stiff competition and saturation of urban markets is
expected to drive domestic retail players to tap the potential in small cities.

RetailOpportunity
According to 2012 Global Retail Development Index India has secured 5th rank in market
attractiveness.
India remains a high-potential market with accelerated retail growth of 15 to 20 percent
expected over the next five years. Growth is supported by strong macroeconomic conditions,
including a 6 to 7 percent rise in GDP, higher disposable incomes, and rapid urbanization.
Yet, while the overall retail market contributes to 14 percent of India's GDP, organized retail
penetration remains low, at 5 to 6 percent, indicating room for growth.
India’s large and aspiring middle class of 75 million households or 300 million individuals
want products that are value-driven. The country’s 500 million people under the age of 25
have access to more money that has additionally resulted in independence, aspirations and a
demand for products.
Growth in Retail Industry
The key factors that drive growth in retail industry are young demographic profile, increasing
consumer aspirations, growing middle class incomes and improving demand from rural
markets. Also, rising incomes and improvements in infrastructure are enlarging consumer
markets and accelerating the convergence of consumer tastes. Liberalization of the Indian
economy, increase in spending per capita income and the advent of dual income families also
help in the growth of retail sector. Moreover, consumer preference for shopping in new
environment, availability of quality real estate and small management practices and a shift in
consumer demand to foreign brands like McDonalds, Sony, Panasonic, etc. also contributes
to the spiral of growth in this sector.
Furthermore, the Internet revolution is making the Indian consumer more accessible to the
growing influences of domestic and foreign retail chains. Reach of satellite T.V. channels is
helping in creating awareness about global products for local markets.
Future Outlook
There is a huge untapped opportunity in the retail sector, thus having immense scope for new
entrants, driving large investments into the country. A good talent pool, huge markets and
availability of raw materials at comparatively cheaper costs are expected to make India lead

one of the world's best retail economies by 2042. The industry is also slated to be a major
employment generator in future.
The total retail sales in India will grow from US$ 395.9 billion in 2011 to US$ 785.1 billion
by 2015, according to the BMI India Retail report for the third quarter of 2011. The greater
availability of personal credit and a growing vehicle population providing improved mobility
also contribute to a trend towards annual retail sales growth of 12.2 per cent.

Introduction:
Shoppers Stop Limited was founded by K Raheja Corp in 1991 laying the foundation of the
organized retail industry in India. It started operations with the first store in suburban
Mumbai and is now a multi-channel retailer with 59 large format department stores in 26
cities and online presence. From its inception, Shopper's Stop has progressed from being a
single brand shop to becoming a Fashion & Lifestyle store for the family. Today, Shopper's
Stop is a household name, known for its superior quality products, services and above all, for
providing a complete shopping experience. With an immense amount of expertise and
credibility, Shoppers’ Stop has become the highest benchmark for the Indian retail industry.
In fact, the company’s continuing expansion plans aim to help Shoppers’ Stop meet the
challenges of the retail industry in an even better manner than it does today.
Shoppers Stop retails a range of branded apparel and private label under the following
categories of apparel, footwear, fashion jewelers, leather products, accessories and home
products. These are complemented by cafe, food, entertainment, personal care and various
beauty related services. Shoppers Stop launched its e-store with delivery across major cities
in India in 2008. The website retails all the products available at Shoppers Stop stores,
including apparel, cosmetics and accessories. Shoppers Stop opened stores in Amritsar,
Bhopal and Aurangabad.
Shoppers Stop retails products of domestic and international brands such as Louis Philippe,
Pepe, Arrow, BIBA, Gini n 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 men's and women's outerwear are
retailed in India exclusively through the chain. In October 2009, Shoppers Stop has bought
the license for merchandising Zoozoo the brand mascot for Vodafone India.
In April 2008, Shoppers Stop changed its logo and adopted the mantra "Start Something
New" and introduced international brands like CK Jeans, Tommy Hilfiger, FCUK, Mustang,
Dior across the stores. The focus of the reposition was on the service, ambience upgradation
and customer connect. Shoppers Stop connects with the youth audience through adopting the
communication routes relevant to youth, up the fashion quotient through merchandising, and
create ambience that connects with the mindset. The brand campaign addresses environment-

related issues in a youthful, tongue-in-cheek manner. Shoppers Stop as a brand active on
social media marketing platforms with Facebook and Twitter to connect with this audience.
VISION:
 To be a global retailer in India and maintain its No.1 position in the Indian market in
the Department Store category.
Mission:
“Nothing but the Best”
“To strive & achieve nothing but the best in terms of processes, practices & deliverables.
Values that help us in achieving our mission and vision:
 We will not take what is not ours.
 The obligation to dissent (against a viewpoint that is not acceptable).
 We will have an environment conducive to openness.
 We will believe in innovation.
 We will have an environment conducive to development.
 We will have the willingness to apologies and forgive.
 We will respect our customers' rights.
 We will create an environment of trust.
 We shall be fair.
 We will be socially responsible.

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 A 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.
Customer Rewards:
First Citizen Shoppers Stop’s customer loyalty program is called The First Citizen. The
program offers its members and opportunity to collect points t0 avail the special benefits.
Currently, Shoppers’ Stop has a database of over 2.5 lakhs members who contribute to nearly
65% of the total sales of Shoppers’ Stop.
International Affiliations
Shoppers’ 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.

The IT Backbone
Shoppers’ Stop was the first few retailers to use scanners and barcodes and completely
computerize its operations. Today it is one of the few stores in India to have retail ERP
(Enterprise resource planning) in place, which is the best retail planning system in the world.
With the help of the ERP, able to open new stores faster and get information about
merchandise and customers online, which reduces the time in taking quick decision.
Business Partners:
Launched as India’s premier retail chain for branded apparel and accessories, Shoppers Stop
has systematically progressed from only branded apparel to private label garments to home
furnishings, and finally into books and music - all focused on our customers lifestyle
requirements and aspirations. In 2000, SSL diversified into Bookstore Retailing by acquiring
51% stake in Crossword which it later increased to 100% in 2005. SSL has also ventured into
various categories like cosmetics through MAC, mother and infant care through Mothercare,
homesolutions through Home Stop, gaming and entertainment through Timezone, Ladies
non-apparel and accessories through its luxury format, Arcelia, and into airport retailing
through its 50:50 joint venture (JV) with the Nuance group. SSL also has 51% stake in the
hyper-mart format of HyperCity.
Shoppers Stop's sister stores are
CrosswordBookstores
Crossword Bookstores is the largest chain of bookstores in India with 83 branches. Shoppers
Stop acquired 100 per cent stake in bookstore chain Crossword. Crossword is positioned as a
lifestyle bookstore with their spacious, well laid out stores which encourages customers ease
in browsing through the merchandise of books, music, stationary and toys.
HomeStop
Home Stop is premium home furnishings home concept store, which offers products in home
decor, furniture and accessories, bath accessories, bedroom furnishings, mattresses, draperies,
carpets, modular kitchens, body spa, aromatic products and health equipment.

Brio
Brio has 20 outlets in select cities. Café Coffee Day (CCD), the retail division of
Amalgamated Bean Coffee Trading (ABCTL), has signed an MoU with Shoppers Stop to run
its BRIO outlets.
DesiCafe
Desi Café and their operations have been taken over by Café Coffee Day (CCD), the retail
division of Amalgamated Bean Coffee Trading (ABCTL), has signed an MoU with Shoppers
Stop to run its Desi Café outlets.
HyperCity
Hyper City offers a contemporary range of products, sourced from both local and
international markets. The product range covers: Foods and Grocery, Homeware, Home
Entertainment, Hi-Tech, Appliances, Furniture, Sports, Toys & Fashion.
M.A.C.
M.A.C. and Shopper’s Stop Ltd. entered into a non-exclusive retail agreement with cosmetics
major Estee Lauder to open up M.A.C. Cosmetics stores in India. M.A.C. Makeup-Art
Cosmetics - the professional brand of choice, is the first brand under the Estee lauder Group
of Companies portfolio to enter the Indian retail market. Currently there are 20 M.A.C. stores
operating
Arcelia
Arcelia is a new retail concept aiming at the growing accessories and cosmetics segment, and
primarily caters to women shoppers. It retails cosmetics, fragrances, fine jewelry, footwear,
handbags.
MotherCare
MotherCare and Shoppers Stop stocks a variety of products for mother and babies, toddlers
and children till eight years of age. The UK-based maternity and kidswear brand has nine
standalone and 13 shop-in-shop formats.
Nuance Group
Nuance Group with Shoppers Stop makes an entry into airport retailing. The alliance is
marked with a joint venture with The Nuance Group AG of Switzerland, the world’s leading
airport retailer. Shopper's Stop Ltd. is handling the retail operations at the duty-free zones in
international terminals. The joint venture company, called Nuance Group (India) Private
Limited. is operating outlets at the International airports at Bengaluru and Hyderabad
HyperCity-Argos

Hyper City-Argos and Shoppers Stop, the two retail ventures of K Raheja group had signed a
memorandum of understanding with UK’s leading retail chain Home Retail group to develop
the Argos (retailer) retail format stores in India. Two years later, Shoppers Stop Ltd has
informed Bombay Stock Exchange shall wind down and discontinue its catalogue retail
operations under the Hypercity-Argos brand
Timezone
Shoppers Stop forayed into the Entertainment sector by acquiring 45% stake in Timezone
Entertainment Private Limited which is in the business of setting up and operating Family
Entertainment Centres (FECs). It has more than 20 outlets across Indian cities like
Ahmedabad, Chennai, Hyderabad, Kolkata, Navi Mumbai, Mumbai, Bangalore, Pune,
Baroda, Raipur, and Goa
Objective of Shoppers’ Stop:
Their main objective is to make their customer satisfy and then profit through sales, after all
every organization works to earn money which is possible through good sales and if
customers are not satisfy then it will be difficult for them. So they put their effort on retaining
their 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 go for variety and shoppers stop is
doing that, they offer total 199 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 Phillippe, 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.
Competitor’s Analysis: In Bhopal, as we analyzed we find only few competitors for
Shoppers Stop & those are mainly foreign players and also Individual stores. The name of few
competitors is given below:
Lifestyle
Pantaloons

Westside
Max
Biglife
Myways
Situational Analysis: 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.
Strength
Different Brands
Weakness
Very high prices: They provide international Brands due to which their prices are very high.
Less Schemes: They do not offer so much schemes, they offer schemes only on special
occasions like Diwali, Independence Day, etc.
Less Discounts: They offer less discount in their schemes, they basically offer 10% to 20%
discount.

Threats
ector
Opportunities
The Primary catchment area is within 0-15 minutes drive from Shoppers stop (DB City)
Situated on Arera Hills, M.P. Nagar,
 DB City is within:
• 2 Minutes from Maharana Pratap Nagar (Zone I & II)
• 4 Minutes from Mansarovar Complex

• 5 Minutes from Arera Colony (E-1 to E-7)
• 6 Minutes from10 No. Market
• 8 Minutes from Bittan Market
• 10 Minutes from Shahpura (Manisha Market)
• 12 Minutes from Kolar Road
• 14 Minutes from Chuna Bhatti
• 12 Minutes from Char Imli
• 14 Minutes from Shivaji Nagar
• 15 Minutes from TT Nagar
• 15 Minutes from Platinum Plaza
• 15 Minutes from New Market

 MP Nagar – Fast developing Commercial hub of Bhopal. It has Number of hotels
with varying tariffs to accommodate all types of customers, Good restaurants, Bank
Street, as well as residential area.
 Mansarovar Complex – It is a shopping complex having various brand stores
(Spykar, Blue Buddha, Van Heusen, Killer, Woodland , Peter England & many more)
; Good restaurants – Rice bowl, Padharo Sa ; it also has Banks, Coaching institutions
& Commercial offices.
 Arera Colony – Arera Colony is one of the largest residential areas in Bhopal. It is a
posh area of the city and occupies a large area of the southern part of the city. Arera
colony is further divided into 8 Sectors, E-1 to E-8.
 10 No. Market – It is the most preferred hangout place in Bhopal . It has number of
restaurants & hotels; various local stores for apparels, cosmetics, footwear as well as
accessories. It mostly caters to youngsters.
 Bittan Market – It is a market having various branded retail outlets – apparels, gift
shops , accessories & other stores ; Café coffee day ; restaurants, banks & other
institutions; it is one of the best places to hangout for youngsters.
 Shahpura – It is one of the best places for hangout in the city. It is covered with a big
lake which attracts a large no. of crowd of Bhopal. It has a posh residential area, and a
small local market – Manisha market.
 Kolar Road – It has a huge local market, residential area for lower, Middle as well as
upper middle class society; it also has some good restaurants – Dominos, CCD which
mostly gathers a big crowd of youngsters.
 Chuna Bhatti –Chuna Bhatti is a fast growing residential area of Bhopal, many
bungalows & colonies are upcoming in this area.
 Char Imli – It is around 12 mins. Distance from DB city mall. It is a complete
residential area for government officers.
 Shivaji Nagar – In this area , there are colleges, schools, Banks, Corporate offices,
small local market & residential area as well.
 TT Nagar – It has a huge stadium, it has a residential area for high profile officers.

 Platinum Plaza – It’s a complex near New market. It has some local shops for
apparels, and some other stores; coaching institution; Unisex salon & Jewellery store.
 New Market – It is in the heart of the capital and in just a circle of less than 1 sq km,
you have hundreds of shops including everything .Apart from just shopping it is a
great hangout place. The bustling market, the subzi mandi, the huge temple and a big
mosque all make this tiny market a perfect place.
Secondary Catchment Area
The Secondary catchment area is within 15-30 minutes drive from Shoppers stop (DB City)
Situated on Arera Hills, M.P. Nagar, DB City is within:
• 15 Minutes from Shyamla Hills
• 20 Minutes from Idgah Hills
• 25 Minutes from Koh-E-Fiza
• 25 Minutes from Minal Residency

 Shyamla Hills – It is at a distance of 15 min. from DB city mall; has good 3 Star
Hotels & restaurants; it’s a perfect place for hangout – Lake View; residential area for
upper middle class.
 Idgah Hills – Idgah hills is majorly a residential area for middle & upper middle class
society; it has small local market & many designer boutiques for women as well as
men.
 Koh-e-Fiza – It has residential area & some good places to hangout like- CCD, Filfora
& many more; it has the best fitness centre of bhopal - Vishal fitness centre- which
caters to upper middle class.
 Minal Residency – It is a complete residential area, the Houses and Bungalows have
been constructed in such a fashion to fulfill the complete requirement of the inhabitant
of the Bhopal and the people of other region as well.
Tertiary Catchment Area
The Tertiary catchment area is within 30-45 minutes drive from Shoppers stop (DB City)
Situated on Arera Hills, M.P. Nagar, DB City is within:
• 35 Minutes from Hoshangabad Road
• 30 Minutes from Old Bhopal
 Hoshangabad Road – It is at the outskirt of the city, it has many big Hotels,
Restaurants, Colleges, Water parks & a good residential area.
 Old Bhopal – It has residential area, many ancient Monuments, Masjid’s; a huge local
market catering to lower middle & middle class society.
Bairagarh – It has a huge local market catering to the needs of that particular area; residential
area, banks & other institutions are also a part of Bairagarh.

Table 1:-
Count of Gender Column Labels
Row Labels Female Male Grand Total
Business 2 44 46
Self employed 9 16 25
Service 4 25 29
Grand Total 15 85 100
Interpretation:-
This table shows that out of 100 sample which includes 85 males and 15 females we have 44 males
who have their own business 16 males are self employed and 25 males belong to service class. In
females 9 are self employed, 5 are service women and 1 is a businesswomen. This shows that the
main buyers are male and belong to business class family.
0
5
10
15
20
25
30
35
40
45
50
Business Self employed Service
Female
Male

Table 2:-
Casual wear 7 40 47
Formal wear 6 31 37
Indian ethnic wear 2 14 16
Interpretation:-
This table shows that the most preferred department by males are casual department with a no. of 40,
on second we have formal department with 31 males and in end 14 males prefer Indian Ethnic wear.
In women casual topped by casual with 7 in favour and formal comes seconf with 6 in favour and 2
for Indian ethnic wear.
0
5
10
15
20
25
30
35
40
45
Casual wear Formal wear Indian ethnic wear
Female
Male

Table3:-
Cash 8 54 62
Credit/Debit Card 7 31 38
Interpretation:-
From this table we can conclude that the no. of people who are using cash are higher then the no. of
people that use credit or debit card. Thus the main buyers are the ones who uses cash and
0
10
20
30
40
50
60
Cash Credit/Debit Card
Female
Male

Table 4:-
Count of Age group Column Labels
Row Labels 15-25 26-35 36-45 45+ Grand Total
Cash 14 26 13 9 62
Credit/Debit Card 18 14 2 4 38
Grand Total 32 40 15 13 100
Interpretation:-
This table shows the relationship between the age group of people and their use of cash or credit/debit
card. 26-35 age group of people use cash for their transaction the most there no. is 26. Second comes
the age group of 15-25 basically teenagers who uses the credit/debit card. This interprets that the main
buyers are belong to 26-35 age group who are using cash and second potential buyers belong to 15-25
of age group who are suing credit/debit card.
0
5
10
15
20
25
30
Cash Credit/Debit Card
15-25
26-35
36-45
45+

Table 5:-
Count of Shoppers stop(basket
size) Column Labels
Row Labels 1501-2500
2501-
3500
3501-
4500
4501 &
above
500-
1500 NA
Grand
Total
15-25 7 3 5 3 10 4 32
26-35 17 5 4 7 7 40
36-45 9 2 2 1 1 15
45+ 9 2 2 13
Grand Total 42 12 7 8 20 11 100
Interpretation:-
This graph shows that the basket size of most of the customers is 1501-2500 that belong to the 26-35
age group. Age group of 15-25 are the ones who have evey basket size may be its 1501-2500 or 4501
& above we can find every typ of customers in this, but the age group of 45+ we can see we have
1501-2500 the highest basket size they spend less as compared to other age groups.
0
2
4
6
8
10
12
14
16
18
15-25 26-35 36-45 45+
1501-2500
2501-3500
3501-4500
4501 & above
500-1500
NA

Table 6-
Count of Price Range Column Labels
Row Labels Average NA Not so good Very good Grand Total
15-25 12 1 2 17 32
26-35 12 1 27 40
36-45 5 10 15
45+ 4 9 13
Grand Total 33 2 2 63 100
Interpretation:-
From this table we can find that the most price sensitive age group is 45+ and 36-35 range. 15-25 and
26-35 are the age group which liked the prices of shopper’s stop and they think our products are not
too expensive its possibly reasonable.
0
5
10
15
20
25
30
15-25 26-35 36-45 45+
Average
NA
Not so good
Very good

Table 7:-
Monthly 3 37 40
Once in 2 months 8 31 39
Once in 6 months 2 10 12
Once in a year 1 1
Weekly 2 6 8
Interpretation:-
This graph show that most of the customers which I surveyed are the once who shop monthly males
toped the graph with 37 votes out of 100, second comes those buyers who shop twice in a month there
no. is 31. Weekly shopers are 6 in no. males. Women shop twice in a month and it’s the highest.
0
5
10
15
20
25
30
35
40
Monthly Once in 2 months Once in 6 months Once in a year Weekly
Female
Male

Table 8:-
Count of Occupation Column Labels
Row Labels Business Self employed Service Grand Total
Monthly 16 10 14 40
Once in 2 months 17 11 11 39
Once in 6 months 9 2 1 12
Once in a year 1 1
Weekly 4 1 3 8
Grand Total 46 25 29 100
Interpretation:-
From this we can interpret that according to occupation segregation business people shop more then
comes the service class people and self-employed ones. In monthly shopping business man are 16
self-employed are 10 and service people are 14, people who shop twice in a month are 17 business
people 11 self-employed and service both.
0
2
4
6
8
10
12
14
16
18
Monthly Once in 2 monthsOnce in 6 months Once in a year Weekly
Business
Self employed
Service

Table 9:-
Count of
Income Column Labels
Row Labels 10000-15000
15001-
30000
30001-
50000
50001-
75000
75001 &
above
Grand
Total
15-25 4 5 12 4 7 32
26-35 2 8 15 7 8 40
36-45 1 3 6 5 15
45+ 1 4 8 13
Grand Total 7 14 34 17 28 100
Interpretation:-
This graph shows the relationship between the age groups and there income level. People who belong
to 30001-50000 income level are the main buyers or potential buyers of shoppers stop they both
belong to the age group of 15-25, and 26-35. From the age group of 45+ we have more 75001 &
above income level. Income level is the biggest thing that influence the customers buying behaviour.
0
2
4
6
8
10
12
14
16
15-25 26-35 36-45 45+
10000-15000
15001-30000
30001-50000
50001-75000
75001 & above

Table 10:-
Count of Age
group
Column
Labels
Row Labels Challenging Expensive
Saves
time
Shopping
convinience
Value for
money
Waste of
time
Grand
Total
15-25 1 4 16 7 3 1 32
26-35 7 16 14 3 40
36-45 3 7 3 2 15
45+ 1 1 6 3 2 13
Grand Total 2 15 45 27 10 1 100
Interpretation:-
The relationship between age group and shopping from mall is (challenging, expensive, saves time,
shopping convenience, value for money, waste of time). From this graph we can interpret that the
most loyal customers we have belong to the age group of 15-25 and 26-35 they are the ones who think
that shopping from mall is convenience and it saves time, there are people who think that malls are
rather expensive and some think its value for money.
0
2
4
6
8
10
12
14
16
18
15-25 26-35 36-45 45+
Challenging
Expensive
Saves time
Shopping convinience
Value for money
Waste of time

Table 11:-
Count of Age group Column Labels
Row Labels 2 3 4 5 6 7 9 12 14 Grand Total
15-25 10 12 2 4 1 2 1 32
26-35 3 11 10 8 5 2 1 40
36-45 1 4 3 6 1 15
45+ 4 5 3 1 13
Grand Total 8 25 30 19 10 3 1 3 1 100
Interpretation:-
From this relation we can conclude that people who shop more have mostly 3 to 4 family members
and at max they have 5 members and belong to the age group of 15-25 and 26-35. This can be further
concluded that people having less family members do shop more and are our potential customers.
0
2
4
6
8
10
12
14
15-25 26-35 36-45 45+
2
3
4
5
6
7
9
12
14

Table 12:-
Count of Age
group Column Labels
Row Labels Children Father Friends Mother Siblings Spouse
Grand
Total
15-25 3 18 5 2 4 32
26-35 3 10 2 5 20 40
36-45 3 12 15
45+ 3 1 9 13
Grand Total 6 6 28 7 8 45 100
Interpretation:-
This graph shows the relationship between age group and preferred to be accompanied by. We can see
that people who belong to 15-25 of age group prefer shopping with friends then comes mother and
spouse, but people belonging to age group of 26-35 are the ones who prefer spouse to be accompanied
by then comes friends and siblings. People from 36-45 and 45+ age group prefer shopping with
spouse.
0
5
10
15
20
25
15-25 26-35 36-45 45+
Children
Father
Friends
Mother
Siblings
Spouse

Table 13:-
Count of Discounts
Available Column Labels
Row Labels Casual wear
Formal
wear
Indian ethnic
wear
Grand
Total
no 7 10 3 20
yes 40 27 13 80
Grand Total 47 37 16 100
Interpretation:-
Relationship between the departments and the discount availability shows that casual department
discounts are liked by most of the customers that plays an important role in converting the customers
mind to buy. Top most department is casual department then comes the formal department followed
by Indian ethnic.
0
5
10
15
20
25
30
35
40
45
no yes
Casual wear
Formal wear
Indian ethnic wear

1. There are 85% Male as well as 15% female respondents.
2. Majority of the 46% are business holders, 29% belong to service class and the rest
25% are self-employed.
3. Among the Business category majority of respondents are Males 44%; 2% business
women, 16% males and 9% females are self-employed ; 25% males and 4% females
belong to Service
4. Majority of 31% of the total 100 respondents are having monthly household income
of more than 30000, rest 22% have an income of 75001&above, 15% have income of
50001-75000 and remaining 32% is divided into 10000-30000
5. 31% of the total respondents belong to Primary Area, 28% belong to Secondary Area
& the rest 24% belong to Tertiary Area.
6. The most preferred Shopping destination for the respondents is Shoppers Stop with
39% followed by pantaloons with 20%.
7. The most important factor influencing the buying decision of the respondents is
Quality and Price followed by Brand Name.
8. Majority of the total respondents have an average spend on Apparels Up to Rs.1501-
2500.
9. Most of the respondents prefer to purchase via Cash rather than credit/debit cards.
10. Majority of Males as well as Females prefer to shop monthly.
11. Most of the respondents from the age group of 15-25 prefer to be accompanied for
shopping with Friends, whereas respondents from the age group of 26-45+ prefer to
be accompanied by Spouse and the rest prefer to go with their children.
12. Most of the respondents prefer to be accompanied for shopping with Friends followed
by Spouse.
13. Majority of respondents from the age group of 26-45+ think that shopping from mall
is a shopping convenience, where as respondents from age group of 15-25 take it as a
time saver.
14. Majority of Male respondents think that shopping from mall saves time, whereas
Female respondents take it as shopping convenience.

Interview Schedule
My Preferencesare …..(Tick in the box)
The most importantfactorinfluencingmybuyingdecisionwouldbe:
 Price  Quality  Offers Brand name  Store Service
My ‘average’ spends per purchase would be (approx.):
 1501-2500 2501-3500  3501-4500 4501 & above 500-1500 NA
I preferpurchasingvia
CreditCard/DebitCard Cash
I preferShopping
Weekly Monthly Once in 2 Months Once in 6 months Once a Year
I prefertobe accompaniedby
 Spouse Children Mother Siblings Father  Friends
I feel Shopping from a Mall is:
Value forMoney ShoppingConvenience SavesTimes Expensive
Challenging Waste of Time
I feel ShoppersStopprovides: (tickin the box)
VeryGood Average NotSo Good
Price
Range
Brand Mix
Services
Ambience

 www.scribd.com
 www.shoppersstop.com
 www.economictimes.com

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