CATCHMENT ANALYSIS AND CONSUMER

BEHAVIOUR.

Home Stop , INORBIT MALL , Vashi

Amey SankheSection A- 46

Promoted by the k Raheja crop group, one of leading players in real estate development and hotels.

Shoppers stop operates under the departmental store format, and was one of the pioneers of the large format stores in India.

Progressed from being a single brand shop to a family orientated fashion and lifestyle store.

Created a new business unit to manage its specialty businesses like crossword, mother care, home stop, f&b business and mac

ABOUT SHOPPERSSTOP

“To Create A Leisurely Paced Destination Store For Home Décor With An Aesthetic Appeal Which Is Contemporary In Style, Warm And Luxurious In Ambience.”

Objective of setting up Business Target maximum customer around the area Offer Reasonable Price Achieve its maximum Sales Be the No.1 Homer Decor Shop in New Mumbai

Presence In Bangalore, Mumbai And Delhi & Navi Mumbai.

CONCEPT OF HOME STOP

HomeStop houses some of the most reputed national and international brands under one roof. 

Categories Brands

High End Crockery Corelle

Premium Steel Utensils Magpie And Artinox

Feather Pillows And Fine Bedding Paradies, Germany

Bed Linen And Furnishing Ivy, Fern, Portico, Maspar, Bombay Dyeing

Home Appliances Phillips And Morphy Richards

Bathroom Linen Welspun

Home Bazaar

Well Home

Durian

Spaces

Mom’s sleek

Sleek Pyramid Kitchen

Godrej Interio & Furnishing

HOME STOP’S COMPETITORS

To perform a Catchment Analysis for identifying customers perception about the Branded Home Décor & Furniture sector.

Understand The Target Market On The Basis Of Catchment Analysis For HomeStop

To understand customers views regarding HomeStop.

OBJECTIVES

Definition:

Catchment analysis is basically a tool for area mapping of that local

market to finds the locations of the competitors, customers and

traffic between them, in order to quantify the sizes and potentials

of that local catchment areas and market of that area as whole.

CATCHMENT ANALYSIS

Research Process Defining the problem and research objectives Develop the research plan Make the decision

Research Instrument Sample Questionnaire

RESEARCH METHODOLOGY

SAMPLE UNIVERSE

The catchment area for conducting the survey was near to store :

Vashi

Juinagar

Nerul

Seawood

Kharghar

SAMPLE SIZE Data was collected from 200 respondents .  

PARAMETERS FOR CHOOSING THE SAMPLE The respondents chosen were from middle class & upper middle class based on their locality .

PRIMARY DATA

DATA COLLECTION TECHNIQUE

face to face interview

personal Contact method

Area No. of respondent

Vashi 80

Juinagar 15

Nerul 50

Seawood 25

Kharghar 25

Others 5

SECONDARY DATA

The secondary data was collected from catalogues, magazines,

records and, websites, related to retail Industry.

Self

Empl

oyed

House

wife

Serv

ice

Busin

essm

an

Stud

ent

Other

s0

10

20

30

40

50

60

70

80

3049

75

20 206

Self Em-

ployed15%

House wife25%

Service38%

Busi-nessman

10%

Student10%

Others3%

Occupation ?

In the occupation wise distribution it is found that maximum respondents are from Service sector 38% followed by housewives 24%, 15% are self employed, 10% belong to business background,10% are student,3% are other backgrounds.

Questions Asked while conducting Survey Analysis

Monthly Household Income ?

Rs. 10000 - Rs. 20000

Rs. 20000 - Rs. 30000

Rs. 30000 - Rs. 40000

Rs. 40000 - Rs. 50000

Rs. 50000 - Rs. 60000

Rs. 60000 & Above

0

10

20

30

40

50

60

70

1116

21

34

52

66

This question was asked to the respondents to find their income distribution, so that we will able to target middle & upper middle class customers. 76% respondents were from selected range i.e. 40,000 & above

Generally those people who live on rental basis or on company house don’t spend money on buying Home Decor & Furniture Product. So, 65% respondent lives in their own house.

Own House65%

Company House18%

Rental Basis18%

Own Or Rent House ?

Awareness of E-Commerce ?

Yes68%

No32%

This question was asked to find out that how many people are familiar with use of internet, so that company can decide its various promotion plan using internet as a medium of communication so as to reach to the people. Out of 200 respondents 136 do i.e. 68% use internet on regular basis.

Where Do You Like To Shop From ?

High

End

Crock

ery

Prem

ium

Utin

sels

Bed Lin

en

Bathr

oom

Lin

en

Home

Décor

Kitche

n App

lianc

es0

20

40

60

80

100

120

Unbranded Shop Departmental stores Shopping Malls Designer Shop

In this they were asked that from where were they purchased product like High end crockery, Premium utensils, Bed linen, Bathroom linen, Home Decor , Kitchen Appliances from following options Local store, Departmental stores, Shopping malls, Designer store.

48% respondents told that they purchased High end Crockery & Premium utensils from shopping malls followed by 35% from departmental stores & only 12% like to purchase it from Local shop.

49% respondents told that they would like to purchased Bed & bathroom linen from Departmental store followed by 43% from shopping malls & only 6% like to purchase it from Local shop.

83% respondents would like to buy Home decor product from shopping mall & departmental store followed by 16% from local store.

45% respondents told that they would prefer to buy kitchen appliances from departmental store followed by 35% & 19% from shopping mall & local store respectively.

Which Department Store Do You Visit Frequently For The Following ?

High

End

Crock

ery

Prem

ium

Utin

sels

Bed Lin

en

Bathr

oom

Lin

en

Home

Décor

Kitche

n App

lianc

es0

102030405060708090

100

Once in a month Once in 3 mths Once in 6 mths Once in a year More than a year

This question was asked to find frequency of visit of the respondents to buy product like High end crockery, Premium utensils, Bed linen, Bathroom linen, Home Decor , Kitchen Appliances from following options Local store, Departmental stores, Shopping malls, Designer store.

55% respondents told that they visit to various store between 3 to 6 months & only 60% after 6 month & more to buy High end Crockery

Respondents told 75% of them visit to various store between 3 to 6 months & 16% visit after 6 month & more to buy premium utensils

Nearly 94% respondents told that they visit to various store between 3 month to 1 year rather than once in month to buy bed & Bathroom linen product.

Nearly 67% respondents told that they visit to various store between 6 months to 1 year rather than before 6 months to buy Home Decor product.

Nearly 61% respondents told that they visit to various store after 1 year to buy kitchen appliances. 

Have You Heard Of Home Stop ?Yes38%

No62%

This question was asked to the respondents to find awareness about existence of the Home Stop store in Navi Mumbai. As its newly open store,  62% people are unaware about the existence of the store.

Would You Like To Recommend Us To Others ?

Yes88%

No12%

88% respondents were ready to recommend Home Stop to others & 12% were reluctant to recommend.

Would You Like To Visit Home Stop, Vashi ?

Yes85%

No15%

85% were ready to visit to the Home Stop.

With this study it is found that the customers prefer to purchase home décor & furniture items from Departmental store & Shopping Malls as compared to Local and Designer shop  During the study it was clarified that while making purchasing decision ,customers consider the factors like Proximity, Variety, Price considerably compared to Parking Space, after sales service   Most people prefer to go for shopping with their spouse & children rather than Mother , Father or relatives

FINDINGS

Majority of the people know about Shoppers Stop but they don’t know about Home Stop & also they are unaware that Home Stop is sister concern of Shoppers Stop. 

Majority people would like to recommend Home Stop to others but just a few of them know about Home Stop.

  In this study it is found that, after knowing Home Stop is sister concern of Shoppers Stop, almost all people showed their interest to visit Home Stop. 

During study it was observed that the upper middle class & upper class customers prefer to purchase branded home décor & furniture product compared to lower class & Middle Class customer

  In this study it is also found that most of the people visit the shopping mall after 3 to 6 month for specifically buying the product like High end crockery, premium steel utensils, feather pillows and fine bedding bed linen and furnishing, bathroom linen.

Majority of the people would like go to shopping malls for buying the product like High end crockery, Premium utensils rather than departmental stores, but when it’s comes to buy the product like Bed linen, Bathroom linen they would prefer departmental or shopping mall rather than local stores.

Most of the people prefer to visit departmental store or Shopping malls which are nearer to their areas. So based on development of area company should open more number of stores.  During study it was observed that Majority of the people have their own house in Navi Mumbai. So they don’t mind spending their money purchasing Home Décor & Furniture Product.  As many of the people don’t know about Home Stop, Promotional activities like Advertising, Discounts etc. has to be done on a large scale.

RECOMMENDATION & SUGGESTION

As many people don’t know about Home Stop along with its competitor, so company can have advantage to become pioneer in Home Décor & Furniture sector.  People often repurchase Home Décor & furniture Products after a minimum period of 6 month, so company should expand their customer base through various promotional activities in order to maintain & maximize the profit for longer period of time.  Most of the people know about Shoppers Stop, also loyal customer base of Shoppers Stop is more compared to Home Stop. If company is able to pull these customers, it can become major plus point for the Home Stop.

If company can do tie ups with well establish interior Decorator, it would lead to new area of development for Home Stop. As these people can recommend Home Stop products to their clients. 

People yet don’t know about international or national brand available in Home Décor & furniture Sector, company should develop its own brand simultaneously along with expanding the business. 

Presented by Amey Sankhe

Thank you