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Profiling & Expectations of respondents for AMP Universal Realty
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Total Sample Size
Area No. of people Interviewed
All 368
Salt Lake - Sector 1 70
Salt Lake - Sector 2 58
Kestopur 59
Laketown 58
Baguihati 62
Ultadanga 61
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Current Shopping Behaviour
Page 3
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9 8 9 7 7
18
9 10
26 2530
1912
42
18
41
65 6761
7481
40
73
49
0
50
100
All Salt-Lake 1/2 Salt Lake 1 Salt-Lake 2 Kestopur Laketown Baguihati Ultadanga
Shop in Malls/Shopping Centre Shop in Traditional Market Shop in both Formats
(Figures in % of sample)
If we look at the outlet preference, we can see that majority of the population are favorably disposed to shopping from both formats i.e. Malls & Traditional markets. The preference is lower in Laketown & Ultadanga. Thus signifying the opportunity for the client arcade to attract the customers from the catchment areas.
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All
Salt Lake - Sector
1/2Salt Lake - Sector 1
Salt Lake - Sector 2 Kestopur Laketown Baguihati Ultadanga
Grocery like - rice, pulses, sugar 18 22 25 19 17 23 13 10
Snacks, beverages & confectionery items 17 25 26 24 15 27 2 9
Household cleaning / Fabric cleaning items 19 26 29 22 10 30 8 16
Apparel / Accessories Men's 43 60 60 61 42 40 19 40
Apparel / Accessories Women's 39 51 56 44 40 40 22 28
Apparel / Accessories Kids 39 66 68 64 31 22 21 29
Footwear 34 53 57 49 9 41 15 40
Jewellery & Watches 29 43 44 42 0 20 29 14
Electronic Items - Mobiles, TV, etc 23 29 23 35 50 13 8 18
Visited Food court 53 65 77 50 25 60 67 50
Coffee Shop / Café 49 56 60 50 0 29 63 39
Fine Dining Restaurant 35 43 42 44 29 41 37 5
Fast Food Restaurants 25 36 40 30 17 21 18 18
When it comes to the outlets visited by people to buy various household / regular commodities, we see that, there is higher incidence of shopping from Local outlets . The below items listed have a higher incidence of malls and arcades located in and around Salt lake.
(Figures in % of sample)
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AllSalt Lake - Sector 1/2
Salt Lake - Sector 1
Salt Lake - Sector 2 Kestopur Laketown Baguihati Ultadanga
Grocery like - rice, pulses, sugar 1955 2617 2870 2332 1319 1853 1681 1349
Eatables like Fruits and vegetables and milk 568 511 565 448 404 1374 386 494
Fish & meat 413 433 446 415 390 379 373 476
Snacks, beverages & confectionery 497 421 418 425 417 776 365 778
Household cleaning / Fabric cleaning items 547 478 529 413 419 1423 366 389
Apparel / Accessories Men's 2352 2491 2850 1946 2252 3428 1549 2190
Apparel / Accessories Women's 2586 1996 1925 2086 2615 2920 3072 3105
Apparel / Accessories Kids 1447 1491 1494 1488 1406 1525 1329 1553
Footwear 965 1157 917 1490 718 1293 620 1072
Jewelry & Watches 5944 4590 5453 3210 1481 2320 21571 3036
Books, Music CDs, Toys 1744 1936 2538 518 417 3791 550 1462
Electronic Items - Mobiles, TV 6860 7603 10459 4612 2125 6013 14238 2191
Books & Stationery 521 624 684 555 379 483 407 350
Food Court 630 589 675 483 663 350 675 763
Coffee Shop/ Cafe 405 394 430 350 350 350 550 381
Amount spend - Fine dining restaurant 584 587 636 514 1243 397 600 488
Fast Food Restaurants 609 493 511 470 650 421 688 955
Average Amount spend on each category is given below, we get the following picture-
(Average Amount spent in Rs)
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All
Salt Lake - Sector
1/2
Salt Lake -
Sector 1Salt Lake - Sector 2 Kestopur Laketown Baguihati Ultadanga
Grocery like rice, pulses, oil, sugar etc 73 76 77 75 76 89 61 62
Eatables like fruits and Vegetables 50 53 49 56 78 60 25 34
Fish and Meat 14 14 15 13 25 11 2 19
Snacks, Beverages and Confectionery 91 87 84 90 96 100 89 88
Household Cleaning/ Fabric Cleaning 87 92 91 93 93 97 61 97
Apparel/ Accessories- Men’s 95 97 95 100 90 97 93 92
Apparel/ Accessories- Women 88 88 84 94 93 96 88 72
Apparel/Accessories- Children 89 92 88 96 81 100 84 88
Footwear 97 97 96 100 97 100 94 100
Jewellery & Watches 93 89 94 83 100 100 86 100
Books, Music CD’s, Toys 83 90 85 100 83 82 60 77
Electronic Items-TV, Mobile etc 96 91 95 87 100 100 100 100
Books and Stationery 88 88 82 95 93 33 86 100
Games/ Amusement Arcades 50 50 50 50 0 0 0 0
(Figures in % of sample)
The snapshot whether people buy branded goods or both branded and un-branded goods is as follows
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Current Shopping Visit Dynamics
Page 8
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46 45 4940
19
40
7061
2432
24
4131
21 18
615 12 11 12
1724
4
27
15 12 167
34
169 6
All Salt Lake -Sector 1/2
Salt Lake -Sector 1
Salt Lake -Sector 2
Keshtopur Laketown Baguihati Ultadanga
0-1 Km 1-2 Km 2-4 Km More than 4Km
Majority of the people generally don’t travel more than 2km when they go to a shopping mall/arcade; People in Ultadanga and Baguihati generally like to go to an arcade which is within 1km from their house
At an overall level, people generally travel upto 30 mins to go & visit a shopping mall & arcade. Hence, there will be high propensity of people in the sample catchments to visit the client arcade.
4855 54 55
25 29
6355
38 34 3136
4453
27
41
10 9 11 715 18
7 44 2 3 2
154
All Salt Lake -Sector 1/2
Salt Lake -Sector 1
Salt Lake -Sector 2
Keshtopur Laketown Baguihati Ultadanga
Less than 15mins Between 15-30mins Between 30mins-1 hr More than 1 hr
(Figures in % of sample)
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AllSalt Lake Sector ½
Salt Lake Sector 1
Salt Lake Sector 2 Kestopur Laketown Baguihati Ultadanga
2.5 2.6 2.6 2.5 2.5 2.7 2.0 2.6
When visiting a mall / shopping arcade, on an average more than 2 people visit the mall. The below
table summarizes the results for all the catchments.
(avg no of people visiting a mall / shopping arcade together)
All
Salt Lake - Sector
1/2Salt Lake - Sector 1
Salt Lake - Sector 2 Kestopur Laketown Baguihati Ultadanga
Auto rickshaw 33 30 26 35 37 24 36 39
Bus 26 13 19 7 24 42 41 33
Car 13 25 16 36 2 16 4 4
Walk 9 18 29 5 5 5 0 4
2 wheeler 6 9 4 14 2 3 4 8
Taxi 4 2 1 3 10 8 4 0
When it comes to the mode of travel availed of when visiting Malls / Arcades in Salt Lake, the highest incidence is for Auto rickshaw & Bus. This is very favorable for the client, as the location of the Mall is near a major junction (Baisakhi) which is well connected by Autos & Buses.
(Figures in % of sample)
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Shopping Arcade Visit Dynamics
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Malls/Centres Visited AllSalt Lake
1/2Salt Lake
1Salt Lake
2Kestopur Lake town Baguihati Ultadanga
City Centre 1 Salt lake 43 70 67 74 31 21 14 39
Big Bazaar VIP Road 40 34 30 38 70 26 50 22
Pantaloons Kankurgachi 28 29 33 24 20 32 16 47
Mani Square Salt lake 23 31 23 41 19 18 9 25
New market 17 24 21 28 14 11 13 12
Bazaar Kolkata 16 13 10 17 34 3 23 6
City centre 2 Salt lake 13 13 7 19 22 5 16 6
South City 6 9 11 7 3 3 2 6
A C Market 6 6 7 5 9 5 7 0
City Centre 1 is by far the most popular mall / arcade in the catchment, followed by Big Bazaar VIP.
(Figures in % of sample)
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Frequency of Visit to City Center 1 All
Salt Lake - Sector
1/2Salt Lake - Sector 1
Salt Lake - Sector 2 Kestopur Laketown Baguihati Ultadanga
Once in 2 - 3 days 8 10 15 5 11 0 0 0
Once a week 10 8 11 5 11 25 13 11
Once in two weeks 21 17 17 17 33 38 25 21
Once a month 38 42 36 48 22 13 25 53
Once in 2 months 0 0 0 0 0 0 0 0
Less frequently than once in 2 months 23 24 21 26 22 25 38 16
Average (In month) 2.0 2.1 2.7 1.5 2.5 1.9 1.3 1.4
We can see that almost 10% of the people in Salt lake Sector 1 & 2 visit City Centre every 2-3 days. 1 in 3 people visit the mall once in 2 weeks or more frequently. This proportion is also pretty high for Kestopur, Laketown, Baguihati & Ultadanga. This points to frequent visitors for the client mall / arcade.
Frequency of Visit to Mani Square All
Salt Lake - Sector
1/2Salt Lake - Sector 1
Salt Lake - Sector 2 Kestopur Laketown Baguihati Ultadanga
Once in 2 - 3 days 4 3 6 0 18 0 0 0
Once a week 7 8 19 0 0 0 0 17
Once in two weeks 23 15 6 21 9 43 60 33
Once a month 33 35 38 33 36 29 40 25
Once in 2 months 0 0 0 0 0 0 0 0
Less frequently than once in 2 months 33 40 31 46 36 29 0 25
Average (In month) 1.5 1.3 2.0 0.9 2.5 1.2 1.6 1.6
The following table highlights the frequency of visit for Mani Square -
(Figures in % of sample)
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25
34
49
17
11
13
16
11
11
6
17
11
25
11
30
26
26
26
50
25
50
26
18
7
2
12
33
25
38
47
8
9
9
10
13
11
19
25
19
31
6
38
5
All
Salt Lake - Sector 1/2
Salt Lake - Sector 1
Salt Lake - Sector 2
Keshtopur
Laketown
Baguihati
Ultadanga
Walk 2 wheeler Auto rickshaw Bus Taxi Car
9
13
13
13
17
11
15
6
21
17
32
20
25
17
36
43
60
50
35
23
31
17
55
43
80
33
7
8
6
8
14
8
24
35
38
33
9
43
All
Salt Lake - Sector 1/2
Salt Lake - Sector 1
Salt Lake - Sector 2
Keshtopur
Laketown
Baguihati
Ultadanga
Walk 2 wheeler Auto rickshaw Bus Taxi Car
If we look at the mode of travel used to visit the malls in the vicinity of salt lake – we see a high
incidence for Auto as well as walking to the mall, this is very positive for the client.
(mode of travel used to visit City Centre 1)
(mode of travel used to visit Mani Square)
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Dining Out Dynamics
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1 1 1 34 2 3 2 38
2 104 6 7 55
529 11 11
107
13
78
2227 26
28
7
16
18
37
60 53 51 55
83
5568
43
All Salt Lake -Sector 1/2
Salt Lake -Sector 1
Salt Lake -Sector 2
Keshtopur Laketown Baguihati Ultadanga
Daily or almost daily 3 - 4 times a week 1 - 2 times a week
Once in 2 weeks Once a month Less frequently than once a month
If we look at the frequency of going out for lunch / dinner; we see that approx 40% of the people go out for lunch / dinner atleast once a month.
When going out for Lunch or dinner we see that majority of the people go out in groups of 3-4 people.
4 4 4 3 7 7 2
41 41 4735 22 45
41 59
48 49 4357 68 45 39
33
7 6 6 5 3 11 13 6
All Salt Lake -Sector 1/2
Salt Lake -Sector 1
Salt Lake -Sector 2
Keshtopur Laketown Baguihati Ultadanga
Alone 1-2 people 3-4 people More than 4
(Figures in % of sample)
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89 84 87 81
93
79100 94
2632
3133
14
32
2322
1216
1616
316
7 1418 2421
287 26
14 1016 21 14 29 19 16 7 12
All Salt Lake -Sector 1/2
Salt Lake -Sector 1
Salt Lake -Sector 2
Keshtopur Laketown Baguihati Ultadanga
Local Restaurant/Hotel Fast Food restaurant like McDonaldsFood Court in a Shopping Enclave Fine Dining Restaurant in Shopping EnclaveStand Alone Restaurant in Park Street
When looking at the outlet preference for dining out, there is high scope for footfalls in the client mall, as most of the people prefer a restaurant in the nearby localities.
74 6776
57
80 8771 78
22 2723
33
15 1127 20
2 3 1 5 3 22 2 5 5 2
All Salt Lake -Sector 1/2
Salt Lake -Sector 1
Salt Lake -Sector 2
Keshtopur Laketown Baguihati Ultadanga
Upto Rs 200 per head Rs 200-500 per head Rs 500-750 per head Rs 750 and above
When looking at the amount of money spent / head when dining out, we see that majority of the people prefer
restaurants where the cost of food is less than Rs. 200 / head
(Figures in % of sample)
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9 9 712 12 11 9
4
53 5056
43
80
40
23
76
38 41 3745
9
50
68
20
All Salt Lake -Sector 1/2
Salt Lake -Sector 1
Salt Lake -Sector 2
Keshtopur Laketown Baguihati Ultadanga
Veg Non-Veg Both
61 54 60 47 51 63 93 53
79 82 83 8171
79 77 82
31 38 39 3624
26 3225
62 56 59 5349
61 8867
46 44 46 41 19 63 75 37
All Salt Lake -Sector 1/2
Salt Lake -Sector 1
Salt Lake -Sector 2
Keshtopur Laketown Baguihati Ultadanga
Indian Chinese Continental / Italian Bengali Fast Food
There is a high preference for Non-Veg food among the residents of the catchment areas. The client
arcade ideally should have a high proportion of restaurants / outlets that serve Non-Veg food.
When asked about the cuisine preference, the following table summarizes the responses of the respondents. The
highest preference is for Chinese cuisine followed by Bengali and Indian.
(Figures in % of sample)
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Concept Evaluation
Page 19
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Description about Mall All Salt-Lake 1/2Salt Lake
1Salt Lake
2Kestopur Lake town Baguihati Ultadanga
All products under one roof 39 24 21 28 44 55 43 53
Close to my home / residence 36 41 46 35 14 37 50 35
A very nice mall / enclave - will definitely visit 26 34 33 36 36 5 16 18
National & International brands will be present 11 10 17 2 5 8 23 6
Connectivity to different areas 3 2 3 2 - - 7 6
Price Comparable with Local Market 3 6 3 10 2 - - -
(Figures in % of sample)
We showed a concept card to the respondents, which had the various aspects of the client proposition, and took feedback on the same.
The first impressions on reading the concept card are as follows -
The variety of shops / outlets and the proximity of the enclave to residence areas are the most popular first
impressions
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Features Liked All Salt-Lake 1/2 Salt-Lake 1 Salt-Lake 2 Kestopur Lake town Baguihati Ultadanga
National and international brands will be available 35 31 39 22 15 42 50 45
Items under one roof 22 25 20 31 31 16 23 10
Will have parking facilities 20 21 24 17 22 21 13 20
Close to my Residence 12 17 16 19 15 0 5 12
Structure & look of the mall is nice 12 11 9 14 5 16 16 16
The facts liked about the mall are -
The factors with the highest likeability are – National & International brands will be available, and availability of all items under one roof
There are no dislikes at an overall level; however 23% of the people from Laketown feel that the mall is far from their house
(Figures in % of sample)
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% of people agreeing - Top 2 box All
Salt Lake - Sector
1/2Salt Lake - Sector 1
Salt Lake - Sector 2 Kestopur Laketown Baguihati Ultadanga
Uniqueness 68 74 79 69 63 63 73 55
Relevance 65 72 74 69 56 66 68 51
Convenience 75 77 84 69 59 84 84 71
We asked the respondents to judge the concept at 3 levels –
•Uniqueness of the enclave / mall
•Personal relevance of the enclave / mall
•Convenience of the enclave / mall
Here, we can see that majority of the respondents are positively inclined to the concept at all 3 levels. The highest being for Convenience.
The client concept has been well accepted by the people residing in the catchment areas.
(Figures in % of sample)
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85 88 9185
70
8793
82
0
25
50
75
100
Like Neither Like / Dislike Dislike
When we look at the Overall Likeability of the Mall, we see that there is a strong positive association with the concept. At an overall level 85% of the people like the enclave, there is no negative attitude towards the mall.
(Figures in % of sample)
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When asked about the likeliness of visit, the responses were as follows –
8390 89 91
7866
8976
0
25
50
75
100
Will visit May / May not Visit Will not visit
The visit likeliness of the respondent is also very high for the client enclave, thus it is expected that majority of the people from the above mentioned catchments would be visiting the mall.
(Figures in % of sample)
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2 3 2 4 3
6152 57
4739
88
74 78
3845 42
4961
12
2619
All Salt Lake -Sector 1/2
Salt Lake -Sector 1
Salt Lake -Sector 2
Keshtopur Laketown Baguihati Ultadanga
Weekday Weekend Both
An enquiry into the likely day of visit, points to the below table –
While there are high responses to “Visit on weekends”, something to note is that, there are high percentage of the people who have said that they would be visiting the mall on weekends as well as weekdays.
This is especially high for Kestopur and Salt Lake Sector 1 & 2.
(Figures in % of sample)
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2 4 3 6 28 9 11 6 9 8 6 5
76 77 77 77 59 80 82 84
9 7 8 6 9 12 10 11
All Salt Lake -Sector 1/2
Salt Lake -Sector 1
Salt Lake -Sector 2
Keshtopur Laketown Baguihati Ultadanga
Upto 12pm Between 12-4 pm Between 4-8 pm After 8 pm
The most frequent time of visit is between 4 – 8 pm.
The respondents were also asked about the state their likely frequency of visit to the client enclave / mall. At an overall level, more than 70% of the people will be visiting the mall atleast once a month, or more frequently. For Salt Lake Sector 1 & 2, this proportion goes upto approx 84%
(Figures in % of sample)
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Purpose of Visiting the Mall-
When we asked the respondents, that for which of the following reasons would they be visiting the enclave / mall, we got the following responses –
AllSalt Lake - Sector 1/2
Salt Lake - Sector 1
Salt Lake - Sector 2 Kestopur Laketown Baguihati Ultadanga
Shopping for clothes, accessories etc 99 98 97 100 100 100 100 100
Shopping for Groceries/ Provisional 91 87 79 97 90 90 96 96
Restaurant 76 68 54 85 81 84 84 76
Entertainment 64 51 41 62 71 68 86 59
Fast food Joint / Outlet 58 53 54 52 64 42 80 51
Food court 52 52 47 59 53 45 64 39
Coffee shop 49 45 36 55 48 40 66 49
Relaxing / Hanging out 39 27 24 31 49 34 54 43
Gaming 32 29 29 29 42 26 27 41
Shopping for Clothes & Accessories, followed by Shopping for Groceries / provisional are the most popular reasons for visiting this mall.
(Figures in % of sample)
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Essential to have AllSalt Lake - Sector 1/2
Salt Lake - Sector 1
Salt Lake - Sector 2 Kestopur Laketown Baguihati Ultadanga
Groceries 92 89 84 95 95 87 96 94
Children’s wear 87 81 74 90 97 76 91 94
Ladies garments 85 87 81 93 88 63 91 86
Men s garments - Formal / casuals 84 78 73 85 92 82 89 86
Fast Food Outlet / Restaurant 78 77 71 85 86 66 82 71
Cosmetics / perfumes 77 65 61 69 85 84 89 80
Family entertainment 75 74 67 83 83 71 79 67
Coffee shop / Cafe 74 75 69 83 81 74 79 55
Pharmacy 71 70 61 79 90 47 66 74
Leather accessories like bags & belts 69 59 57 60 88 55 86 67
Electronic items like music systems & TVs 69 70 67 72 81 68 52 69
Bookstore 66 62 51 74 92 58 61 61
Mobile phones / pagers 66 68 66 71 85 34 57 71
Home furnishings & accessories 65 62 53 72 80 50 57 76
Consumer durables like fridges, refrigerators 65 63 56 72 95 63 41 59
Computers/ computer accessories 65 66 61 71 86 61 39 67
Gymnasium / fitness centre 64 66 63 71 64 61 66 57
Greeting cards / gifts 61 60 57 64 68 55 63 57
Sportswear 60 53 49 59 75 61 64 57
Toys 60 58 54 62 70 55 68 51
The respondents were asked to rate the items that are essential to be present in the mall, the below table sums up the responses –
Contd…..(Figures in % of sample)
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Essential to have All
Salt Lake - Sector
1/2Salt Lake - Sector 1
Salt Lake - Sector 2 Kestopur Laketown Baguihati Ultadanga
Cinema complex 60 57 53 62 64 50 70 61
Cybercafé 60 64 51 79 73 47 61 45
Store like Shoppers Stop 60 65 57 74 88 50 21 65
Handlooms 59 62 56 69 71 63 38 61
Watches 58 55 44 67 59 66 73 41
CDs / VCDs / tapes 58 52 47 59 78 53 61 47
Furniture 57 58 46 72 76 55 38 55
Gold Jewellery 50 42 40 45 73 47 57 39
Ethnic Indian stuff but not clothes artifacts 49 48 39 60 59 37 41 53
Building material / hardware 41 54 49 60 36 45 29 27
Pool parlour 32 35 29 43 25 34 27 33
Video games arcade 30 33 26 41 25 34 20 35
Bar / pub 21 21 20 22 15 24 29 14
Discotheque 20 19 19 19 19 26 16 22
Bowling alley 18 27 26 29 9 13 9 18
(Figures in % of sample)
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There was an opportunity for the people to give suggestions about the mall; some of the prominent responses were as follows –
a)Prices of products should be reasonable b)The mall should have atmsc)There should be a medical store d)There should be a lot of sitting space inside & outside the malle)The cleanliness of the mall & surrounding areas should not be compromisedf)Water & Toilet facilities on all floors
Other responses included – a)There should be a gym b)There should be a kids play areac)There should be a cyber caféd)There should be adequate parking spacee) Shops should open early
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We asked the respondents for brand preference, i.e. the brands they would like to see in the mall – The top responses were-
BATA
KHADIMS
SREE LEATHER’S
REEBOK
Raymond's
LEE
PETER ENGLAND
VIMAL
LAKME
LEVI'S
ADIDAS
PARK AVENUE
JOHN PLAYERS
PANTALOONS
GWALIOR
NIKE
PARX
LEE COOPER
ALLEN SOLLY
DIGJAM
WOODLANDS
PLAY BOY
LOUIS PHILLIPE
KFC
GARNIER
TITAN
VAN HEUSSEN
ARROW
TURTLE
BLACKBERRY
Followed by -
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We also asked the respondents for brand preference in terms if eating out, i.e. the food
joints & restaurants they would like to see in the mall – The top responses were –
Followed by -
KFC
PIZZA HUT
DOMINOES
MCDONALDS
MONGINIS
SUBWAY
ALIBABA
BABUMOSAI
CCD
KWALITY
BARISTA
ARSALAN
SUGAR & SPICE
MAINLAND CHINA
ZEESHAN
AMINIA
BHOJO HORI MANNA
KOOKIE JAR
KINGFISHER
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Profiling & Expectations of Salt Lake – Sector V respondents
34
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General Profiling
Page 34
35
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We met employees from….
Among others…
36
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Duration of work in Sector V
Less than 6 months 47
6 months – 1 year 16
1 – 2 years 16
2 – 3 years 9
3 – 4 years 7
4 – 5 years 4
More than 5 2
Age break up
18 – 25 years 47
25 – 40 years 49
40 – 60 years 4
How long have they been working in Sector V
Age of the respondents
Income level
Upto Rs.20,000 25
Rs. 20,000 – Rs. 50,000 65
More than 60,000 10
Avg. Income – Rs. 30,700
Income of the respondents
Fig in %
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Food Habits
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Current practice for lunch
Go out for Lunch 40
Food from Office Canteen 39
Bring Food from Home 16
Order food from Office 5
40% of the respondents go out for lunch usually…
Base-All
Fig in %
Almost all the respondents hang out after office in near by food joints.
298
Yes No
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Frequency of going out for lunch / dinner
Daily 35
Once in 2 days 4
Twice a week 12
Once a week 30
Once in 2 weeks 5
Once a month 12
35% of the respondents go out for lunch / dinner on a daily basis
Base-All
Fig in %
40
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Distance travelled when going out for lunch / dinner
0 - 1 km 67
1.1 - 2 km 25
2.1 - 4 km 5
4.1 - 6 km 4
Time travelled when going out for lunch / dinner
Less than 15 mins 72
15 - 30 mins 21
30 mins - 1 hour 5
1 hour - 1.5 hours 2
Average 16
The people from Sector V usually go to a food joint within 1 km, and where they can reach within 15 mins
Base-All
Fig in %
41
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21
67
12
Go Alone Less than 3 More than 3
No of People Accompanying
The majority of people usually go out in groups of 3 or 4.
There exists a significant chunk of people (21%) who go out in larger groups on a regular basis
Base-All
Fig in %
42
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Mode of travel used
Walk 58
Auto rickshaw 16
2 wheeler 11
Car 7
Taxi 5
Bus 4
Destination for lunch / dinner
Local Restaurant/hotel in sector 5 88
Stand alone restaurant in Sector 5 4
Food court of any mall / building 5
Stand alone restaurant in areas like Park Street 2
More than half the people walk to their destination
Base-All
Fig in %
Almost 90% of the people go to a local restaurant / hotel in Sector V
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Avg amount spent when going out for lunch / dinner
Rs 200 per head 70
Rs 200-500 per head 25
Rs 500 and above 6
Average (Rs Spent) 229
Approx 70% of respondents usually spend upto Rs. 200 per head when going out for lunch / dinner
Base-All
Fig in %
Bengali 83
Chinese 77
North Indian 47
Continental / Italian 37
South Indian 21
Tibetan 14
Thai 9
Mexican 4
Japanese 2
Preference is the highest for Bengali & Chinese cuisine; Non- Veg has the highest preference, with 96% of the respondents opting for it
56 404
Veg Non Veg Both
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Concept Evaluation
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58
67
83 84
Unique Relevance Visit Likeability Overall Likeability
At an Overall level around 8 out of 10 respondents like the mall and are likely to visit it.
Base-All
Fig in %
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Purpose of visit
Shopping for clothes, accessories 90
Food court, Coffee shop 83
Restaurant - fine dining 72
Shopping for Groceries/ Provisional 30
Gaming/Entertainment/Hanging out 18
13
32
14
33
9
2 or more times a week Once a weekOnce in 2 weeks Once a monthOnce in 2 months or more
Frequency of Visit
The primary reasons for visiting the mall would be – (i) Shopping for clothes, accessories, (ii) Visiting the food court, coffee shops (iii) Restaurant , fine dining
Base-All
Fig in %
More than 40% of the respondents would be visiting the mall at least once a week
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Preferred Cuisine
Bengali 77
Chinese 72
North Indian 51
Continental / Italian 26
South Indian 23
Thai 9
Tibetan 9
Mexican 4
Japanese 2
Preferred Price Range
Upto Rs 200 per head 67
Rs 200-500 per head 26
Rs 500-750 per head 4
Rs 750 and above 4
Average (in Rs.) 245
Majority of the respondents want Bengali & Chinese cuisine to be present in the mall.
The average budget for eating out has been stated as Rs. 245, 2/3rd of the respondents want the price of food to be upto Rs. 200 / head
Base-All
Fig in %
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KFC 77
DOMINOS 35
MCDONALDS 32
PIZZA HUT 23
MAINLAND CHINA 7
ALI-BABA 5
ARSALAN 5
CCD 5
BARISTA 5
MONGINIS 4
SUBWAY 4
BHOJOHORI MANNA 4
KOOKIE JAR 2
Most Desired Joints
Reebok & KFC are the most desired brands for the respondents.
Base-AllFig in %
Most Desired BrandsREEBOK 46
PANTALOONS 23
ADIDAS 16
JOHN PLAYERS 16
LEE 14
BATA 14
PETER ENGLAND 12
LEVI'S 11
VAN HEUSEN 11
KODAK 11
RAYMOND 11
NIKE 11
ARROW 9
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Shops should open early 16
Ample sitting space inside & outside the mall 12
A film theatre / multiplex should be there 12
They should have an ATM 9
There should be a medical store 7
Prices of products should be reasonable 5
A kids play area should be there 4
There should be a lot of parking space 4
Ample sitting space along with shops opening early are the primary suggestions from the respondents.
Base-All
Fig in %
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Population Enumeration
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To determine the demographics of the catchment area in terms of the total number of households in the area estimated adult population (above 18 yrs of age) is determined from the voter list as enumerated below
Catchment AreaEstimated Adult Population (above 18 yrs of age)
Male % Female % Total No of Households
Sector 1 49 51 32158 11025
Sector 2 50 50 14968 4045
Kestopur 53 47 22680 5670
Laketown 51 49 15887 3388
Baguihati 51 49 11340 3240
Ultadanga 52 48 35758 4862
(Source - Election Commission of India - Voter List)
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Moreover the likeliness to visit a mall in the weekends were predictably higher although more than 50% of the people from Sector 2 and Kestopur were likely to visit during weekdays
Source - Nielsen Survey
Visit Likeliness (in %) - Top 2 Box
Avg Household Size Any Weekend Weekday
4.1 89 98 44
4.0 91 96 53
4.3 78 100 61
4.8 66 100 12
4.5 89 100 26
4.8 76 97 22
(Figures in % of sample)
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The estimated total population count is prepared which is a multiplication of the number of households (from the voter list) and the average household size calculated from the survey. It is observed that Sector 1 is the most populous area with an estimated population of around 45,000 people
23532Ultadanga
14580Baguihati
16330Laketown
24551Kestopur
16182Sector 2
45203Sector 1
Estimated Total Population (No. of households x Avg Household Size)
Catchment Area
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Estimated footfall analysis shows that more than 1.15 lakh people are expected to visit the mall at any point of time. Weekends are likely to see higher turnouts with Sector 1 contributing to about 35% of the total weekend footfall with Kestopur contributing to
28% during weekdays
45420113853115521Total
38381728717767Ultadanga
33851302013020Baguihati
12891074510745Laketown
116621915019150Kestopur
78241424314790Sector 2
174213940940049Sector 1
Estimated Footfall WeekdayEstimated Footfall WeekendEstimated FootfallCatchment Area
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Location Drawing
To have a better understanding of the catchment area lacational maps have been provided with (ref from Google Maps) keeping the mall “AMP VAISAAKKHI” as the base point. The maps give us a clear representation of the sub areas within the catchment areas from where the survey was carried out. The locational maps have been provided for the following areas:-
1. Sector 1 Salt lake
2. Sector 2 Salt Lake
3. Kestopur
4. Baguihati
5. Laketown
6. Ultadanga
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Blocks in Sector 1 are shown below:-
Block AA, BA, CA, DA, EA, FA, AB, BB, CB, DB, EB, AC,BC, CC, DC, EC, AD, BD, CD, DD, AE, BE, CE, DE, AF, BF, CF, DF
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Blocks in Sector 2 are shown below:-
Block AG, BG, CG , DG, AH, BH, AJ, BJ, CJ, DJ, AK, BK, CK, DK, AL, BL, CL, DL, ED, EE
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The areas under Kestopur are displayed in the map given below:-
Ghosh Para, Majher Para, Hana Para, Rabindra Pally, Adarsha Pally, Prafulla Kanan, Narayantola, Chirantani Park
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The areas under Baguihati are displayed in the map given below:-
Deshbandu Nagar, Aswani Nagar, Zarda Bagan, Narayantola West
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The areas under Laketown are displayed in the map given below:-
Laketown Block B, Block C ,Sreebhumi and Tank no-1,2,3,4,5 in DumDum Park area
Laketown Block B,C and Sreebhumi Tank No 1-5 in DumDum Park Area
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The areas under Ultadanga are displayed in the map given below:-
Ultadanga, Murari Pukur and Bagmari
Murari PukurBagmari
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Overall SnapshotOverall catchment area is enumerated below:-
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Thank you…
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