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WINTER PROJECT REPORT

“Identifying and analyzing the factors which are responsible for

csto!ers inflow at "hopper#s "top "tore at Inorbit $all##

Prepared for the "t %rancis Institte of $anage!ent and Research

in the partial flfill!ent of the re&ire!ent for the

award of

Post 'radate (iplo!a in $anage!ent "tdies ( AICTE Approved)

" b!itted)y*

Na!e* Priyesh R )ane

Roll No+* ,- .ear*/,-0

Under the guidanceof

(r+ ' Ra!esh

"%I$1R

"t %rancis Institte of $anage!ent and Research2 $t+Poinsr2

"+3+P Road2 )ori4ali 5W6$!bai+

)atch7/,-87/,-9

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(EC:1R1TION

I, $r+ Priyesh Ra;endra )ane student of St Francis Institute of Management

and Research, hereby declare that this report is my original and authentic work

and to the best of my knowledge and understanding. This is to declare that all

my work indulged in the completion of this Proect Report is a profound and

honest there is no plagiarism or dishonest means in!ol!ed. I also declare that if

found otherwise, my report will render itself null and !oid.

Signature of the Student

"ame # Priyesh R $ane

Roll "umber# P%&M '(

Speciali)ation# Marketing

*ounter signed by Faculty %uide #

"ame of the Faculty %uide # &r % Ramesh

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T1):E O% CONTENT"

Sr. "o. Subect Page "o.

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E=EC>TI3E ">$$1R.

In todayBs competiti!e world while entering in the market it is !ery necessary toha!e good knowledge of the potential of a particular market.

&uring this whole training I got a lot of eperience and came to know about the

management practices in real that how it differs from those of theoreticalknowledge and the practically in the real life.

In todayBs globali)e world, where cutthroat competition is pre!ailing in the market,theoretical knowledge is not sufficient. $eside this one need to ha!e practical

knowledge, which would help an indi!idual in hisCher carrier acti!ities and it is

true that -E?perience is best teacher

Professors gi!e us theoretical knowledge of !arious subects in the college but we

are practically eposed of such subects when we get the training in theorgani)ation. It is only the training through which I come to know that what an

industry is and how it works. I can learn about !arious departmental operations being performed in the industry, which would, in return, help me in the future

when I will enter the practical field.

/t retail points ShopperBs Stop enoys a uniDue ad!antage of ha!ing a strong presence in the niche department store segment. ShopperBs Stop should capitali)e

on its growth potential. The company has a strong, loyal customer base, relati!elyhigh earnings !isibility and low business risk. 1fficient business systems,

betterCstandard companywide business practices and a balanced portfolio lowersSSBs business risk .

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Chapter7-* :iteratre Re4iew

Indian retail industry gi!es an employment of around 9E and contributing to o!er ('E of the

countrys %&P. Retail industry in India is epected to rise 8>E yearly being dri!en by strong income

growth, changing lifestyles, and fa!orable demographic patterns. Shopping in India has witnessed a

re!olution with the change in the consumer buying beha!ior and the whole format of shopping also

altering. Industry of retail in India which has become modern can be seen from the fact that there are

multiG stored malls, huge shopping centers, and sprawling complees which offer food, shopping, and

entertainment all under the same roof.

Today, retailing is about so much more than mere merchandising. ItBs about casting customers in a

story, reflecting their desires and aspirations, and forging longGlasting relationships. /s the Indian

consumer has e!ol!ed they epect more and more at each and e!ery time when they steps into a store.

Retail today has changed from selling a product or a ser!ice to selling a hope, an aspiration and abo!e

all an eperience that a consumer would like to repeat. Modern retailing is all about directly ha!ing

Hfirst hand eperienceH with customers, gi!ing them such a satiable eperience that they would like to

enoy again and again. Pro!iding great eperience to customers can easily be said than done.

ShoppersB Stop SSJ is the leading department store company in India. It has built robust management

systems to capitali)e on the growth potential in the organi)ed retail space, particularly the department

store segment.


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Chapter7/* Introdction of Topic

Retail is the process of selling consumer goods andCor ser!ices to customers through

multiple channels of distribution to earn a profit. &emand is created through di!erse target

markets and promotional tactics, satisfying consumers wants and needs through a lean supply

chain. Marketers see retailing as part of their o!erall distribution strategy.

(efinition of RetailG

- According to the Merriam-Webster to sell a product in small quantities directly to the

ultimate consumer”

Retailing can be classified under two heads#

"tore Retailing

Non "tore Retailing

(escription of Pro;ect*

This proect briefly co!ers Market Research on !arious aspects of retails undertaken

at &epartmental Stores like ShopperBs Stop

Retailers as member of marketing channel perform a number of key functions. Some

functions physical, title, promotionJ constitute a forward flow of acti!ity from the company

to the customersK other functions ordering and paymentJ constitute a backward flow from

customers to the company. Still others information, negotiation, finance and risk takingJ in

both directions. 4sing such research we can ascertain the Duality and depth of retail

penetration in specific area.

+ith the help of this concept we can identify !arious factors which influence

*ustomers choice, shopping habits of customer, customers desire, needs, *ustomers

perception about retail outlets 0 customers satisfaction also , which play !ery important role

to success for a retail outlet. This concept also helps to know customerBs ideas and thinking

through which we can get better result.

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Retail stores pro!ide friendly en!ironment 0 better facilities to attract more

customers. always try to ser!e them more facilities, more product !ariety with !arious brands

good interior design because of todayBs customers want much more from you 0 ser!e them

more satisfaction 0 pleasure also..

3ale addition to the co!pany by this pro;ect*7

The Proect will helps to know the *ustomers choice, shopping habits of customer,

customers desire, needs, *ustomers perception about retail outlets 0 customers satisfaction


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Need of "tdy

Retailers are the part of marketing channels and perform the work of mo!ing goods

from producers to the customers. It is !ery important to know the Perception of customers

towards the brand that they are selling in there store both in Positi!e as well as in negati!eway. In order to maimi)e the sale and profit, company must deli!er outstanding satisfaction

to their customers. So market sur!ey of customers, chart out the position of the company as

compared to the competitors. It helps the organi)ation to find out the brand being sold most

by the retailers along with their stocking and also consumer buying preferences.

"tate!ent of the Proble!*

“Identifying and analyzing the factors which are responsible for csto!ers inflow at

"hopper#s "top "tore at Inorbit $all## It helps to study all acti!ities which can be used toinfluence large number of customers so as to increase the sales of the merchandise and to

increase the inflow of customers effecti!ely.

Chapter7@* Indstry Profile and Co!pany Profile

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Indstry Profile

Retail stores started to de!elop in India from the beginning of (AA>Bs run their retail stores

from cities to towns from communities to department stores, hospitals, schools and stations.

The total amount of retail stores is about two hundred fifty for the first fi!e biggest retail

stores. The competition is getting stronger and stronger. Facing with fierce competition, retail

stores are not only enforcing marketing strategy, but also need to maintain customer

relationship. *rosby, 1!ans and cowels suggest that good relationship Duality can be achie!ed

by managing relationship.

The Indian Retail Sector has undergone rapid transformation by setting scalable and

profitable retail models across !arious categories and formats. Traditional markets are making

way for departmental stores, hypermarkets, supermarkets and speciality stores. The modern

malls cater to shopping, entertainment and food, all under one roof. It was estimated that

India will ha!e o!er close to >' million sDuare feet of Duality retail space by the end of 8''7.The growth in mall space has been o!er ten fold in our years# from about 8 million sDuare

feet in 8''8 to 89 million sDuare feet in 8''@. The Indian Retail market is estimated to be

worth around Rs. (=,('' billion. The organi)ed retail market has increased its share from : E

in 8''= to around = E in 8''@ and is !alued at Rs. >(( billion source# India Retail Report

8''9, Technopak /d!isors Pri!ate 2imitedJ.

"TR.*

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Fa!orable demographics, rising income as a trickledown effect of the rising %&P are among

the maor reasons for the retail boom.

Changing Demographic profle:

The composition of the Indian population is shifting towads a lage composition

of people in the age goup 20!60 i.e. the wo"ing population with puchasing

powe. This shift is e#pected to $e a ma%o di&e of consumption.

The low median age of the population means a highe cuent consumption

spend &s. sa&ings as a 'ounge population has $oth( the a$ilit' and willingness

to spend. The 'ounge population is also )uic"e at e#peimenting. The Indian

consume in among the 'oungest in the wold as compaed to the ageing

population of *+,( -hina( apan( */ etc. ighe consumption is a diect $ooste

fo the etailing indust'.

Increasing Middle class consumption growth

India has seen a signicant change in the consumption of dua$les in ecent

'eas. The changing income demogaphics( age pole and maco en&ionment

ae &isi$le in the gowth in consumption of dua$les. o e#ample( the installed

$ase of cas( ca$le tele&ision su$sci$es and cellula su$sci$es has inceased

signicantl' o&e this peiod.

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Co!pany Profile

Shoppers Stop 2imited was founded by Rahea *orp in (AA( laying the foundation of the

organi)ed retail industry in India. It started operations with the first store in suburban

Mumbai and is now a multiGchannel retailer with 8@ large format department stores and

online presence. From its inception, Shoppers Stop has progressed from being a single brand

shop to becoming a Fashion 0 2ifestyle store for the family. Today, Shoppers Stop is a

household name, known for its superior Duality products, ser!ices and abo!e all, for

pro!iding a complete shopping eperience.

+ith an immense amount of epertise and credibility, ShoppersB Stop has become the highest

benchmark for the Indian retail industry. In fact, the companyBs continuing epansion plans

aim to help ShoppersB Stop meet the challenges of the retail industry in an e!en better manner

than it does today.

Shoppers Stop is a leader in the Indian Retail Sector and one of the pioneers in setting up

large format department stores chain in India. Shoppers Stop 2td has a national presence,

with o!er @,9>,''' sDuare feet of retail space and stocks o!er 8'' brands of garments and

accessories.

1panding its operations to $angalore, ','''

customers a day, a national presence with o!er @,'',''' sDuare feet of retail space and

stocking o!er 8>' brands of garments and accessories, ShoppersB Stop has clearly become a

one stop shop for all customers

Vision: “ To be a Global Retailer in India and Maintain No.1 position in the Indian Market in

the Department Store Category.”

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Positioning

ShoppersB Stop is positioned as a family store deli!ering a complete shopping eperience

defined by its mission, !ision and !alues.

Csto!er Profile

ShoppersB StopBs core customers represent a strong S1* / skew. They fall between the age

group of (@ years to :> years, the maority of them being families and young couples with a

monthly household income abo!e Rs. 8'''' and an annual spend of Rs.(>'''. / large

number of "on G Resident Indians !isit the shop for ethnic clothes in the international

en!ironment they are accustomed to.

Range of !erchandise

The stores offer a complete range of apparel and lifestyle accessories for the entire family.

From apparel brands like Pro!ogue, *olor Plus, /rrow, 2e!iBs, Scullers, Nodiac to cosmetic brands like 2akme, *hambor, 2e Teint Ricci etc., ShoppersB Stop caters to e!ery lifestyle

need. Shoppers Stop retails its own line of clothing namely Stop, 2ife, ashish, 5ettorio

Fratini and &I6. The merchandise at ShoppersB Stop is sold at a Duality and price assurance

backed by its guarantee stamp on e!ery bill. Their motto# -+e are responsible for the goods

we sell.

%trePlans:ShoppersB Stop aims to position itself as a global retailer. The company intends to bring the

worldBs best retail technology, retail practices and sales to India. *urrently, they are adding =

to > new stores e!ery year

To make shopping an enoyable eperience for its customers, it launched an inGstore radio in

association with $lue Frog Media P!t. 2td. which aired music across all its stores in India

while radio ockeys offered tips on fashion and wellness. It also planned to start its online

portal by the end of 8''9 to enable customers to shop online.

Shoppers Stop brought out collectible shopping bags with different themes and launched the

first in the series based on the theme Fashion for the /ges.

The tagline was also changed from Shopping. /nd $eyond to Start Something "ew which

implied that customers should try out something new and different, and upgrade themsel!esaccording to the demands of the changing world. The other initiati!es included a new dress

code in black and white for the employees and training sessions for the employees to help

them tackle demanding customers with !aried tastes.

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PRI31TE :1)E: )R1N(" IN "AOPPER#" "TOP

The Pri!ate 2abel $rands of ShopperBs Stop include

"TOP G The oldest and the strongest of the inGhouse brands, caters to the youth

segment.

$ario Begnoti G MenBs *asual wear

1stin Reed G International brand eclusi!ely sold in SS

:I%E G for youth and mid segment


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3I">1: $ERCA1N(I"IN' IN "AOPPER#" "TOP

ShopperBs Stop comes with fresh inno!ati!e ideas for their 5isual Merchanding. In the abo!e

picture the idea was to showcase the autumn look and feel and announce the arri!al of +inter

Fashion +ear.

*hange in arrangement of display in regular interwals.

&ifferent types of lighting and interiors are used in different sections.

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Chapter78* Ob;ecti4e and "cope of "tdy

Ob;ecti4es of Pro;ect

The obecti!es of the Study are listed as follows#

Pri!ary Ob;ecti4e

To find the reasons which attracts the customerBs to enter ShopperBs Stop store

•"econdary Ob;ecti4e

To find out the customer demand from retail stores at aipur city

To find out the satisfaction le!el of customers

To find out the customersB perception towards shoppersB stop.

To know the image of shoppersB stop in consumersB mind.

"cope of "tdy*

The study helps in increasing no of *ustomer base in ShopperBs Stop store.

This study also will also help in impro!ing the market share of +hoppes +top in

market.

The study will help in knowing the 1pectations of customers from +hoppes +top

This concept also helps to know customerBs ideas and thinking through which we can

get better result.

*ustomers perception about +hoppes +top can be identified, which play !ery

important role to success for a retail outlet.

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Chapter70* Research $ethodology

Methodology is !ery important part of the proect. Though you ha!e set the obecti!e but if

the methodology used is not correct the data interpreted will be misleading. So it is !ery

much necessary that precautions should be taken while deciding the methodology to be used

for the collection and analysis of data.

Research (esign

-/ Research design is a logical and systematic planning and helps direction apiece of

research. The research design lays down the method and producer for the collection of

reDuisite information and its measurement and analysis with a !iew to arri!ing at certainmeaningful conclusion at the end of the study.

Research design sed for this stdy

In this study descripti!e type of research design has been used because the study is to

find the perception and !iew in minds of *ustomers.

3ariablesO 2ocation

O Price of products

O 5ariety of products

O uality of products

O /mbience

O Front line employees

O /!ailability of products

O 2ucrati!e offers

O /d!ertisements

O Parking facility

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O Pri!ate 2abel $rands

"orces of (ata

Pri!ary (ata

In this study Primary data was collected by !isiting the retail store personally through

sur!ey method a personal inter!iew has been taken whereas !arious Duestionnaire were

asked.

"econdary (ata

To study any kind research problem it is necessary to use a secondary data. I ha!e also

taken data from the ShopperBs Stop official website, /rticles, "ewspapers etc

Proble! Identification Identify and analy)e the factors which are responsible

for customersB inflow in -S


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The important aspect in the designing a Duestion is to decide which types of Duestion

are to be used. uestion can be classified in !arious ways.

uestionnaire contains following type informationG

• ;penGended Duestion

• &ichotomous Duestion

•MultipleGchoice uestion

$oth the Duestionnaire consists of all three types of Duestion. Mostly all Duestions are

multiple type Duestions. &ichotomous Duestion are few in number. There is only one openG

ended type Duestion

Chapter79* (ata 1nalysis and Interpretation

-6 Occpation of Csto!ers 4isiting "hopper#s "top

Occpation Respondent

$usiness >

?obs A

Students 7

Retired :


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From the abo!e mentioned pie chart we can interpretthat maority of

/6 1nnal Inco!e of Csto!ers 4isiting "hopper#s "topD

1nnal Inco!e Respondent

Q>lacks (:> (' lacks 9

(' (> lacks :

(> lacks (

Total /0

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Interpretation

/s per the pie chart the maority of the

@6 1re yo satisfied with &ality of prodcts a4ailable hereD

a6 .es b6 No

1nswer No of Respondents

.es -

No F

Total /0

Interpretation

/s per the pie chart the maority of the

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86 1re yo satisfied with 4ariety of prodcts a4ailable hereD


.es //

No @

Total /0

Interpretation*

;ut of

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+hich of the following Pri!ate 2abel $rand are you aware of L

Interpretation*

86 Aow often do yo 4isit "hopper#s "topD

25

Responsible No+ of Respondents

"TOP 7

$ario Begnoti (

1stin Reed((

3ittorio %ratini (

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Interpretation*

;ut of

F6 Is the %ront :ine "taff co operati4eD

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Twicw a $onth

Once a $onth

Once a @ $onths

Rarely

/0

Attributes o o!

"espondents eso

Total sa!ple size /0


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Interpretation

/s per the pie chart

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6 Which aspect of store do yo liGe the !ostD

Interpretation

/s per the pie chart

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"tore :ocation 9,

3isal $erchandising @0

Aelpfl frontline e!ployees H0

Others/0


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Aow is the 14ailablity of prodcts in "toreD

Ideas to Increase "ale Respondents1asy /!ailability

"ot easily /!ailable

;ut of Stock

Total /0

Interpretation#

/s per the pie chart maority of

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-,6 Aow do yo co!e to Gow abot "hopper#s "topD

No of Carats No of Retailers

"ewspaper Radio


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Chapter7F* Obser4ation %indings

Chapter7* :i!itations of the stdy

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Chapter7H* Conclsion

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;n complete analysis of the uestionnaire, it is concluded that The image of

ShopperBs stop in consumerBs mind is good as per the response collected of all the

respondents. I can say so as, the respondents would want to see more outlets of ShopperBs

stop and prefer shopping in ShopperBs stop as compared to other well known shopping marts.

The conclusion which is generali)ed after the data analysis is that the sales of shopperBs

stop can increase with the proper Duality of products, a!ailability of products whereas

location, lucrati!e offers, ad!ertisements and parking facility are not so influential. These arethe main things which influence the sales !olume of the shopper stop. So I can say that the

customerBs perception towards ShopperBs stop is o!erall good.

Finally I hereby conclude by saying that it was really great pri!ileged to conduct the

research work in the company like ShopperBs Stop and had got such a real time eposure of

this retail *ompany.

So this is how I would conclude this research.

Chapter7-,* "ggestions Reco!!endations

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Chapter7##* )ibliography Webliography

othari *. R. K Research MethodologyK Second 1ditionK "ew /ge International pJ 2imited,

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publisherK 8''= , pp. (G88AJ.

• http*co!pany+!onsterindia+co!shoppersin

• http*www+naGrihb+co!indiaretailtop7co!paniesshoppers7stop

• http*en+wiGipedia+orgwiGi"hopperKsL"top

• https*www+behance+netgallery//@8/91W,@7Window7(isplays7"hoppers7

"top7:td

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http://company.monsterindia.com/shoppersin/http://www.naukrihub.com/india/retail/top-companies/shoppers-stop/http://en.wikipedia.org/wiki/Shopper's_Stophttps://www.behance.net/gallery/2238426/AW03-Window-Displays-Shoppers-Stop-Ltdhttps://www.behance.net/gallery/2238426/AW03-Window-Displays-Shoppers-Stop-Ltdhttp://www.naukrihub.com/india/retail/top-companies/shoppers-stop/http://en.wikipedia.org/wiki/Shopper's_Stophttps://www.behance.net/gallery/2238426/AW03-Window-Displays-Shoppers-Stop-Ltdhttps://www.behance.net/gallery/2238426/AW03-Window-Displays-Shoppers-Stop-Ltdhttp://company.monsterindia.com/shoppersin/


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Chapter7#$* 1nne?re

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