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A study on consumer buying behaviour at shoppers stop

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A study on consumer buying behaviour at shoppers stop

A study on consumer buying behaviour at shoppers stop

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A study on consumer buying behaviour at shoppers stop A study on consumer buying behaviour at shoppers stop Document Transcript

  • Projectsformba.blogspot.com CHAPTER 1INTRODUCTION: Consumer Buying Behavior is the behavior that a consumerdisplay while buying the product or a service. Each and every consumer has his/her own buying behavior that he displays it during purchase of different products.This behavior displayed by the consumer is the result of a number of influenceswhich he/she receives from the environment. These influences can becategorized into four factors viz. Cultural factors, Social factors, Personal factorsand Psychological factors.Cultural Factors: - culture, subculture and social classes are particularlyimportant in buying behavior. Culture is the fundamental determinant of aperson’s wants and behavior. Each culture consists of smaller subcultures thatprovide more specific identification and socialization of its members. Subcultureincludes nationalities, religions, racial groups and geographic regions.Social Factors: - In addition to cultural factors a consumer’s behavior isinfluenced by such social factors as reference groups, family and social roles andstatuses. A person’s reference group consists of all the groups that have adirect (face to face) or indirect influence on the person’s attitudes or behavior.Groups that have direct influence on a person is called as membership groups.Some membership groups are also called as primary groups, such as family,friends, neighbors and coworkers with whom the person interacts fairlycontinuously and informally. People also belong to secondary groups such asreligious, professional and trade union groups which tend to be more formal andrequire less continuous interaction. Aspirational groups are those a personhopes to join; dissociative groups are those whose values and behavior anindividual rejects. The family is the most important consumer buyingorganization in society, and family members constitute the most influentialprimary reference group. A person participates in many groups-families, clubs,organizations. The persons position in each group can be defined in terms of 1 Projectsformba.blogspot.com
  • Projectsformba.blogspot.comrole and status. A role consists of the activities a person is expected to perform.Each role carries a status.Personal Factors: - A buyer’s decisions are also influenced by personalcharacteristics. These include the buyer’s age in the life cycle, occupation,economic circumstances, lifestyle and personality and self concept.People buy different goods and services over a lifetime. They eat baby food inthe early years, most foods in the growing matured years and special diet in thelater years.Occupation also influences consumption patterns. A blue collar worker may buywork clothes, work shoes and lunch boxes. A company president may buyexpensive suits, air travel and country club membership.People from same subculture, social classes and occupation may lead quitedifferent lifestyles. A lifestyle is a person’s pattern of living in the world expressedin activities, interest and opinions.Psychological Factors: - A person’s buying choices are influenced by fourmajor factors viz. motivation, perception, learning, believes and attitudes.In the light of growing competition in the Indian retail industry each and everycompany is trying its best to attract new customers as well as at the same timeretain the existing customers. Hence this can be done by keeping a track on thebuying behavior of the customers. Therefore my topic on buying behavior ofconsumer shows the different factors which influence the consumer buyingbehavior while shopping. 2 Projectsformba.blogspot.com
  • Projectsformba.blogspot.comThe Retail Industry: - Indias vast middle class and its almost untapped retailindustry are key attractions for global retail giants wanting to enter newermarkets. Driven by changing lifestyles, strong income growth and favourabledemographic patterns, Indian retail is expected to grow 25 per cent annually.Modern retail in India could be worth US$ 175-200 billion by 2016. With theeconomy booming, competition in the marketplace is fierce. According to Retailin India Getting Organised to Drive Growth, a report by AT Kearney and theConfederation of Indian Industry, retail is one of Indias fastest growing industrieswith a 5 per cent compounded annual growth rate and expected revenues of US$320 billion in 2007. Rising incomes, increasing consumerism in urban areas andan upswing in rural consumption will fuel this growth to around 7-8 per cent.KSA-Technopak, a retail consulting and research agency, predicts that by2010, organised retailing in India will cross the US$ 21.5-billion mark fromthe current size of US$ 7.5 billion.Retail spaceRetailers in India are the most aggressive in Asia in expanding their businesses,thus creating a huge demand for real estate. Their preferred means of expansionis to increase the number of their outlets in a city, and also expand to otherregions, revealed the Jones Lang LaSalle third annual Retailer SentimentSurvey-Asia.Deutsche Banks research report on Building up India says Indias burgeoningmiddle class will drive up nominal retail sales through 2010 by 10 per cent perannum. The country may have 600 new shopping centres by 2010.Food retailFood dominates the shopping basket in India. The US$ 6.1 billion Indian foodsindustry, which forms 44 per cent of the entire FMCG sales, is growing at 9 per 3 Projectsformba.blogspot.com View slide
  • Projectsformba.blogspot.comcent and has set the growth agenda for modern trade formats. Since nearly 60per cent of the average Indian grocery basket comprises non-branded items, thebranded food industry is homing in on converting Indian consumers to brandedfood.The mobile revolutionThe retail market for mobile phones -- handset, airtime and accessories -- isalready a US$ 16.7 billion business, growing at over 20 per cent per year. Incomparison, the consumer electronics and appliance market is worth US$ 5.6billion, with a growth rate that is half of the mobile market.Kids retailWhen it comes to Indian children, retailers are busy bonding--and branding:Monalisa, the Versace of kids is coming to India.Global lifestyle brand Nautica is bringing Nautica Kids.International brand Zapp tied up with Raymond to foray into kids apparel.Disney launched exclusive chains which stock character-based stationery.Pantaloons joint venture with Gini & Jony will set up a retail chain to market kidsapparel.Swiss kidswear brand Milou is collaborating with Tirupur-based Sreeja Hosieries.Turner International India Pvt Ltd. will launch Cartoon Network Townsville andPlanet POGO--two theme parks designed around its channels--in the NationalCapital Region. 4 Projectsformba.blogspot.com View slide
  • Projectsformba.blogspot.comSahara One Television has also signed a Memorandum of Understanding tosource content from Spacetoon Media Group, Middle Easts largest kidsentertainment brand for animation and live action content.Leading the kids retail revolution is the apparel business, which accounts foralmost 80 per cent of the revenue, with kids clothing in India followinginternational fashion trends. According to research firm KSA Technopak, thebranded segment comprises US$ 701.7 million of the total kids apparel market-size of over US$ 3 billion.Industry experts say kids retailing will touch annual growth of 30-35 per cent.Toys, stationary, sportswear, outerwear, tailored clothing, eyewear, watches,fragrance, footwear, theme parks, TV channels… the segment is growing rapidlyat 10 per cent per annum. Margins are in the range of 20-25 per cent (for dealersand distributors), while companies enjoy an average gross margin of about 10per cent.Agricultural retailAgriculture across India is heralding the countrys second Green Revolution. 14states, including Maharashtra, Punjab, Andhra Pradesh and Rajasthan amendedthe Agricultural Produce Marketing Committee (APMC) act this year, along thelines of the Model APMC Act, 02, which allows farmers to sell their producedirectly to buyers offering them the best price. Agricultural sectors such ashorticulture, floriculture, development of seeds, animal husbandry, pisciculture,aqua culture, cultivation of vegetables, mushroom under cultivated conditionsand services related to agro and allied sectors are open to 100 per cent FDIthrough the automatic route.For its e-Choupal scheme, ITC built internet kiosks in rural villages so farmerscan access latest information on weather, current market prices, foods-in-demand, etc. 5 Projectsformba.blogspot.com
  • Projectsformba.blogspot.comWith a US$ 5.6 billion, multi-year investment in agriculture and retail, RelianceRetail will establish links with farms on several thousand acres in Punjab, WestBengal and Maharashtra.FieldFresh, planning to become Indias first large-scale exporter of produce, willannually pay farmers over US$ 30,000 to lease land for vegetables, to hiretractors and to pay their workers.Besides a five-year program with the Punjab government to provide severalhundred farmers with four million sweet-orange trees for its Tropicana juices by2008, PepsiCo--with agriculture exports worth US$ 40 million--also introducedfarmers to high-yielding basmati rice, mangoes, potatoes, chilies, peanuts, andbarley for its Frito-Lay snacks.Export potential and a rapidly growing domestic demand for reliable producefrom new supermarket chains is driving change. With 77 per cent of Indiaspopulation relying on agriculture for a living, improved efficiency and newmarkets can benefit a large number of people.International retailersThe Australian governments National Food Industry Strategy and Austradeinitiated a test marketing food retail in India wherein 12 major Australian foodproducers have tied up with India-based distributor AB Mauri to sell theirproducts directly at retail outlets.The largest-ever 150-member British business delegation in India committedinvestments in the areas of food processing, agri retail and manufacturing. It isalso likely to press for the liberalisation of sectors like financial & legal servicesand retail. 6 Projectsformba.blogspot.com
  • Projectsformba.blogspot.comUS-based home delivery and logistics company, Specialised Transportation Inc,will enter the Indian market through a strategic alliance with Patel Retail, asubsidiary of Patel Integrated Logistics.Among other big international players, Wal-Mart has announced its plans forIndia in partnership with Bharti, Tesco is sure to try again, and Carrefour toomight finally find the right partner.Retail reformThe Government regulations allow 100 per cent FDI in cash and carry throughautomatic route and 51 per cent in single brand. Besides, the franchise route isavailable for big operators. Now, the Government also proposes furtherliberalisation in the retail sector allowing 51 per cent FDI in consumer electronicsand sports goods.The retail road aheadThe Indian retail market is estimated at US$ 350 billion. But organised retail isestimated at only US$ 8 billion. However, the opportunity is huge--by 2010,organised retail is expected to grow to US$ 22 billion. With the growth oforganised retailing estimated at 40 per cent (CAGR) over the next few years,Indian retailing is clearly at a tipping point. India is currently the ninth largest retailmarket in the world. And it is names of small towns like Dehradun, Vijayawada,Lucknow and Nasik that will power India up the rankings soon.Indian retail industry is going through a transition phase. Most of the retailing inour country is still in the unorganized sector. The spread out of the retails in USand India shows a wide gap between the two countries. Though retailing in Indiais undergoing an exponential growth, the road ahead is full of challenges. 7 Projectsformba.blogspot.com
  • Projectsformba.blogspot.comWhat is retailing?The word "Retail" originates from a French-Italian word. Retailer-someone whocuts off or sheds a small piece from something. Retailing is the set of activitiesthat markets products or services to final consumers for their own personal orhousehold use. It does this by organizing their availability on a relatively largescale and supplying them to customers on a relatively small scale. Retailer is aPerson or Agent or Agency or Company or Organization who is instrumental inreaching the Goods or Merchandise or Services to the End User or UltimateConsumer.SCENARIO OF RETAILING IN INDIARetailing is the most active and attractive sector of last decade. While theretailing industry itself has been present since ages in our country, it is only therecent past that it has witnessed so much dynamism. The emergence of retailingin India has more to do with the increased purchasing power of buyers,especially post-liberalization, increase in product variety, and increase ineconomies of scale, with the aid of modern supply and distributions solution.Indian retailing today is at an interesting crossroads. The retail sales are at thehighest point in history and new technologies are improving retail productivity.though there are many opportunities to start a new retail business, retailers arefacing numerous challenges. 8 Projectsformba.blogspot.com
  • Projectsformba.blogspot.comKEY CHALLENGES:1) LOCATION:"Right Place, Right choice"Location is the most important ingredient for any business that relies oncustomers, and is typically the prime consideration in a customers store choice.Locations decisions are harder to change because retailers have to either makesustainable investments to buy and develop real estate or commit to long termlease with developers. When formulating decision about where to locate, theretailer must refer to the strategic plan:* Investigate alternative trading areas.* Determine the type of desirable store location* Evaluate alternative specific store sites2) MERCHANDISE:The primary goal of the most retailers is to sell the right kind of merchandiseand nothing is more central to the strategic thrust of the retailing firm.Merchandising consists of activities involved in acquiring particular goods andservices and making them available at a place, time and quantity that enablethe retailer to reach its goals. Merchandising is perhaps, the most importantfunction for any retail organization, as it decides what finally goes on shelf ofthe store.3) PRICING:Pricing is a crucial strategic variable due to its direct relationship with a firmsgoal and its interaction with other retailing elements. The importance of pricingdecisions is growing because todays customers are looking for good valuewhen they buy merchandise and services. Price is the easiest and quickestvariable to change. 9 Projectsformba.blogspot.com
  • Projectsformba.blogspot.com4) TARGET AUDIENCE:"Consumer the prime mover""Consumer Pull", however, seems to be the most important driving factor behindthe sustenance of the industry. The purchasing power of the customers hasincreased to a great extent, with the influencing the retail industry to a greatextent, a variety of other factors also seem to fuel the retailing boom.5) SCALE OF OPERATIONS:Scale of operations includes all the supply chain activities, which are carried outin the business. It is one of the challenges that the Indian retailers are facing. Thecost of business operations is very high in India.PRESENT INDIAN SCENARIO* Unorganized market: Rs. 583,000 crores* Organized market: Rs.5, 000 crores* 5X growth in organized retailing between 2000-2005* Over 4,000 new modern Outlets in the last 3 years* Over 5,000,000 sq. ft. of mall space under development* The top 3 modern retailers control over 750,000 sq. ft. of retail space* Over 400,000 shoppers walk through their doors every week* Growth in organized retailing on par with expectations and projections of thelast 5 Years: on course to touch Rs. 35,000 crores (US$ 7 Billion) or more by2005-06 10 Projectsformba.blogspot.com
  • Projectsformba.blogspot.comMajor players- Food and grocery- Fashion- Others- Food world- Shoppers Stop- Viveks- Subhiksha- Westside- Planet M- Nilgris- Lifestyle- Music World- Adani- Rajivs- Pyramid- Crossword- Nirma-Radhey- Globus- Life springTRADITIONAL RETAIL SCENE IN INDIAIndia is the country having the most unorganized retail market. Traditionally theretail business is run by Mom & Pop having Shop in the front & house at theback. More than 99% retailers function in less than 500Sq.Ft of area. All themerchandise was purchased as per the test & vim and fancies of the proprietoralso the pricing was done on ad hock basis or by seeing at the face of customer.Generally the accounts of trading & home are not maintained separately. Profitswere accumulated in slow moving & non-moving stocks which were to becomeredundant or consumed in-house. Thus profits were vanished without their 11 Projectsformba.blogspot.com
  • Projectsformba.blogspot.comknowledge. The Manufactures were to distribute goods through C & F agents toDistributors & Wholesalers. Retailers happen to source the merchandise fromWholesalers & reach to end-users. The merchandise price used to get inflated toa great extent till it reaches from Manufacturer to End-user. Selling prices werelargely not controlled by Manufacturers. Branding was not an issue for majority ofcustomers. More than 99% customers are price sensitive & not quality or BrandSensitive at the same time they are Brand conscious also. Weekly Bazaar inmany small tows was held & almost all the commodities were on the sceneincluding livestock. Bargaining was the unwritten law of market. Educationalqualification level of these retailers was always low. Hence market was controlledby handful of distributors &/or Wholesalers. Virtually there was only one format ofretailing & that was mass retail. Retailer to consumer ratio was very low, for allthe categories without exception. Varity in terms of quality, Styles were onregional basis, community based & truly very low range was available at anygiven single place. Almost all the purchases / (buying) by mass population wasneed oriented & next turn may be on festivals, Marriages, Birthdays & somespecific occasions.Impulsive buying or consumption is restricted to food or vegetables etc. Havingextra pair of trousers or Shirts or Casuals & Formals & leisure wear & sportswear & different pair of shoes for occasions is till date is a luxury for majoritypopulation except for those living in Metros. Purchasing power of Indian urbanconsumer is very low and that of Branded merchandise in categories likeApparels, Cosmetics, Shoes, Watches, Beverages, Food, Jewellery, are slowlyseeping into the lifeline of Indian City folks. However electronic & electrical homeappliances do hold appropriate image into the minds of consumers. Brand namedoes matter in these white goods categories. In the coming times also majority oforganized retailers will find it difficult to keep balance with rest of the unbrandedretail market which is very huge. 12 Projectsformba.blogspot.com
  • Projectsformba.blogspot.comINDIAN RETAIL IS MOVING INTO SECOND GEAR1) FIRST GEAR:(Create awareness)* New retailers driving awareness* High degree of fragmentation* Real estate groups starting retail chains* Consumer expecting value for money as core value2) SECOND GEAR:(Meet customer expectations)* Consumer-driven* Emergence of pure retailers* Retailers getting multi-locational and multi-format* Global retailers evincing interest in India3) THIRD GEAR:(Back end management)* Category management* Vendor partnership* Stock turns* Channel synchronization* Consumer acquisition* Customer relations management4) FOURTH GEAR:(Consolidation)* Aggressive rollout* Organized retail acquitting significant share* Beginning of cross-border movement* Mergers and acquisitions 13 Projectsformba.blogspot.com
  • Projectsformba.blogspot.com CHAPTER 2RESEARCH DESIGN: Research design is a frame work or blueprint forconducting the market research project. It details the procedure necessary forobtaining the information needed to structure or solve marketing researchproblem.Statement of the problem: -To determine the buying behavior of the consumer with respect to ladies ethnicsection.Significance of the study: -The study done on the above topic will give an idea of how the shoppingbehavior of the customers’ changes and what behavior they display whileshopping. The project will be help full in finding out what strategies to make inorder to fulfill the needs and wants of customers and create a competitiveadvantage in the retail market.Objectives:- • To determine the customer profile. • To determine the shopping behavior/buying behavior of the customers. • To determine the brand preferences and reasons thereof.Operational concept:-Descriptive study- A type of conclusive research which has it’s major objectivethe description of something – usually market characteristics or functions.Population -The aggregate of all the elements, sharing some common set ofcharacteristics, comprising the universe for the purpose of the marketingresearch problem. 14 Projectsformba.blogspot.com
  • Projectsformba.blogspot.comSample – A subgroup of the elements of the population selected for participationin the study.Primary data – Information that is collected on field in the form of surveys,interviews and observation.Secondary data – Information that is collected through journals, magazines,company brochures, previous reports and government publishing.Questionnaire – Questionnaire is a part of survey where in questions are framedin a structured manner in order to draw information from the respondentsregarding the topic.Scaling and Measurement – The assignment of numbers or other symbols tocharacteristics of objects according to certain prespecified rules is calledmeasurement. The generation of a continuum on which measured objects arelocated.Hypothesis:-Ho: the proportion of sample who ranked Shoppers Stop 1st is 50%.H1: the proportion of sample who ranked Shoppers Stop 1st is more then 50%.Scope of the study:-The population was limited to only those customers who came to ladies ethnicsection only.Methodology:-The type of study used is Descriptive StudyPopulation – all those customers who came to shoppers stop in a month (April2007).Sample size – 180Sampling technique – Convenience SamplingPrimary data – primary data was collected using a structured questionnaire.Secondary data – secondary data was collected from the company website andbrochure, marketing text books. 15 Projectsformba.blogspot.com
  • Projectsformba.blogspot.comTools and Techniques of data collection:-The technique used to collect the primary data was a Survey. A well structuredquestionnaire was prepared and given to the respondents to be filled.The information obtained from the questionnaire was edited, cross tabulated andan appropriate test was applied to get the result.The test used was Z test.Limitations:- • Limited time was given for data collection. • Some of the customers were not cooperative. • Responses from the customers were different during weekdays and weekends. • The findings were based on the information given by the customers and can be biased. 16 Projectsformba.blogspot.com
  • Projectsformba.blogspot.com CHAPTER 3COMPANY PROFILE:-History - The foundation of Shoppers Stop was laid on October 27, 1991 by theK. Raheja Corp. group of companies. Being amongst Indias biggest hospitalityand real estate players, the Group crossed yet another milestone with its lifestyleventure - Shoppers Stop.From its inception, Shoppers Stop has progressed from being a single brandshop to becoming a Fashion & Lifestyle store for the family. Today, ShoppersStop is a household name, known for its superior quality products, services andabove all, for providing a complete shopping experience.With an immense amount of expertise and credibility, Shoppers’ Stop hasbecome the highest benchmark for the Indian retail industry. In fact, thecompany’s continuing expansion plans aim to help Shoppers’ Stop meet thechallenges of the retail industry in an even better manner than it does today.Nature – Shoppers Stop is a retail store which sells multiple branded products.Products and Services – Shoppers Stop deals withApparels (Men, Women and Children) -Ladies western wear, Ladies ethnic wear, Men’s formal, Men’ssemiformal, Casual wear, Sports wear and Kids wear.Accessories (men and women) -Cosmetics, Perfumes, Goggles, Watches, Handbags, Footwear, FashionJewellary.Gifts and Toys. 17 Projectsformba.blogspot.com
  • Projectsformba.blogspot.com Organizational Structure - MANAGING DIRECTOR CHIEF EXECUTIVE OFFICER CHIEF FINANCE OFFICER General General General General General manager manager manager manager manager ROM ROMDM DM CSE CSE 18 Projectsformba.blogspot.com
  • Projectsformba.blogspot.comCompetitors – The major competitors of Shoppers Stop are:-Westside.Central.Lifestyle.Some of the other competitors are:-Pantaloons.Globus.Big Bazar.Number of branches – Currently Shoppers Stop has twenty branches acrossIndia and they are:-Delhi- Ansal Plaza.Ghaziabad – Indirapuram.Gurgaon - Metropolitian Mall.Jaipur - Malviya Nagar.Lucknow - Gomti Nagar.Bangalore - Bannerghatta Road.Bangalore - Bannerghatta Road.Chennai – Chetpet.Mumbai – Andheri.Mumbai – Bandra.Mumbai – Chembur.Mumbai – Juhu.Mumbai – Malad.Mumbai – Mulund.Pune - Shivaji Nagar.Pune – Camp.Kolkata - Forum Mall.Kolkata - Salt Lake City. 19 Projectsformba.blogspot.com
  • Projectsformba.blogspot.com CHAPTER 4 ANALYSIS AND INTERPRETATIONIn this chapter analysis carried out on the research is reported AGE, GENDER AND OCCUPATION SELF EMPLOYED SALARIED STUDENTS Males Females Males Females Males Females <20 YEARS - - - 0.6% 3.2% 13% 21-30 YEARS 2% 2% 12% 44% 1.2% 14% 31-40 YEARS - 2% 3% 2% - 0.6% 41> YEARS 0.6% - 0.6% - - - Table no: 180% of the customers who come to shoppers stop are females and 20% aremales.75% among them fall under the age category of 21-30 years.62% of the customers are salaried. -44% are females and 12% are males.31% of the customers are students. -27% are females and 4% are males.6% are self employed.13% are housewives. 20 Projectsformba.blogspot.com
  • Projectsformba.blogspot.com INCOME, OCCUPATION AND GENDER SELF EMPLOYED SALARIED Males Females Males Females 5000-15000 1% 1% 1% 9% 15000-25000 2% 2% 10% 36% 25000-35000 1% 1% 4% 10% 35000-45000 - - 2% 8% 45000> 1% 1% 6% 5% Table no:2Among the salaried customers 36% are females and 10% are males both have amonthly income of Rs 15000-25000.It is seen that females accounts to the majority salary earner when compare tomales who contribute to only 10% among total salaried customers. 21 Projectsformba.blogspot.com
  • Projectsformba.blogspot.com FREQUENCY OF SHOPPING AND OCCUPATION SELF SALARIED STUDENTS HOUSEWIVES EPMLOYED ONCE A 1% 16% 10% 7% WEEK ONCE IN 2% 9% 5% 1%TWO WEEKS ONCE IN - 6% 2% 0.5% THREE WEEKS ONCE A 3% 23% 11% 3% MONTH Table no: 340% of the customers shop at least once a month. -23% are salaried and 11% are students.34% of the customers shop once a week. -16% are salaried and 10% are students.Referring from the previous slide salaried customers had monthly income of Rs15000-25000 and belonged to the age category of 21-30 years. 22 Projectsformba.blogspot.com
  • Projectsformba.blogspot.com 25 20 15 10 5 0 ONCE A WEEK ONCE IN TWO ONCE IN THREE ONCE A MONTH WEEKS WEEKS SELF EMPLOYED SALARIED STUDENTS HUOSEWIVES Graph no: 1 FREQUENCY OF SHOPPING, OCCUPATION AND TIME 23 Projectsformba.blogspot.com
  • Projectsformba.blogspot.com (Self Employed and Salaried) SELF EMPLOYED SALARIED 10am- 1pm-5 5pm-1 10am- 1pm-5 5pm-1 1pm pm 0pm 1pm pm 0pm ONCE IN A WEEK - 2% - - 9% 18%ONCE IN TWOWEEKS - 1% 2% 2% 3% 12% ONCE IN THREE - - - - 4% 5% WEEKS ONCE A MONTH - 1% 3% 5% 9% 23% Table no: 463% of the shoppers prefer shopping between 5pm-9pm among whom 92% aresalaried.29% prefer shopping between 1pm-5pm among whom 86% are salaried. 24 Projectsformba.blogspot.com
  • Projectsformba.blogspot.com6050403020100 10AM-1PM 1PM-5PM 5PM-9PM SELF EMPLOYED SALARIED Graph no: 2 FREQUENCY OF SHOPPING, OCCUPATION AND TIME (Students and Housewives) 25 Projectsformba.blogspot.com
  • Projectsformba.blogspot.com STUDENTS HOUSEWIVES 10am- 1pm-5 5pm-1 10am- 1pm-5 5pm-1 1pm pm 0pm 1pm pm 0pm ONCE IN A WEEK - 12% 13% - 9% 9% ONCE IN TWOWEEKS - 4% 7% - 3% - ONCE IN THREE - 1% 3% - 1% - WEEKS ONCE A MONTH 3% 12% 13% - 4% 4% Table no: 5 49% of the shoppers prefer shopping between 5pm-9pm, among them 73% are students. 46% of the shoppers like to shop between 1pm-5pm, among whom 63% are students.40302010 26 Projectsformba.blogspot.com0 10AM-1PM 1PM-5PM 5PM-10PM STUDENTS HOUSEWIVES
  • Projectsformba.blogspot.com Graph no: 3 FREQUENCY OF SHOPPING OF EACH SALARY GROUP 27 Projectsformba.blogspot.com
  • Projectsformba.blogspot.com ONCE A ONCE IN ONCE IN ONCE A WEEK TWO WEEKS THREE MONTH WEEKS 5000-15000 2% 5% 1% 5%15000-25000 15% 7% 4% 21%25000-35000 4% 2% 3% 9%35000-45000 4% 1% 1% 4% 45000> 5% 4% 2% 2% Table no: 663% prefer shopping in malls among whom 33% are salaried and 20% students.33% like shopping in both stores and malls among whom 19% are salaried and8% are students. OCCUPATION AND PREFERED PLACE OF SHOPPING SELF SALARIED STUDENTS HOUSEWIVES EMPLOYED 28 Projectsformba.blogspot.com
  • Projectsformba.blogspot.com STORE 0.5% 2% - 0.5% MALLS 3% 33% 20% 7% BOTH 1.5% 19% 8% 4.5% Table no: 7 63% prefer shopping in malls among whom 33% are salaried and 20% students. 33% like shopping in both stores and malls among whom 19% are salaried and 8% are students.403020100 29 Projectsformba.blogspot.com STORES MALLS BOTH SELF EMPLOYED SALARIED STUDENTS HOUSEWIVES
  • Projectsformba.blogspot.com Graph no:4 SHOPPING PLACE AND TIME FOR SHOPPING 30 Projectsformba.blogspot.com
  • Projectsformba.blogspot.com STORE MALLS BOTH 10am-1pm 0.6% 3.5% 0.6% 1pm-5pm 1.5% 24% 10.5% 5pm-9pm 1% 38% 20% Table no: 8 Among those customers who preferred shopping in malls 40% of them like shopping between 5pm-9pm and 26% shop between 1pm-5pm. Among those customers who preferred both stores and malls 20% of them like to shop between 5pm-9pm and 11% preferred shopping between 1pm-5pm.4035302520151050 31 Projectsformba.blogspot.com 10AM-1PM 1PM-5PM 5PM-9PM STORES MALLS BOTH
  • Projectsformba.blogspot.com Graph no: 53025 COMPANIONS FOR SHOPPING AND OCCUPATION201510 5 0 Parents Husband Wife 32 Friends Alone Projectsformba.blogspot.com Family Parents- Others Friends Self Employed Salaried Students Housewives
  • Projectsformba.blogspot.com Graph no: 639% of the customers prefer shopping with friends. -27% are salaried and 12% are students.12% prefer shopping with both parents and friends - 6% are salaried and 6% are students. OCCUPATION AND MONTHLY SHOPPING EXPENSES SELF SALARIED STUDENTS HOUSEWIVES EMPLOYED <1000 1% 1.5% 2% 1% 33 Projectsformba.blogspot.com
  • Projectsformba.blogspot.com 1000-3000 3% 31% 18% 3% 3000-5000 1% 14% 9% 4% 5000-10000 - 6% 1.5% 3% 10000> 1.5% - - 1.5% Table no: 949% of the customers have a monthly shopping expense of at least Rs1000-3000. -31% among them are salaried with an average monthly income of Rs 15000-25000. -18% are students.23% of the customers have a monthly shopping expense of Rs 3000-5000. -14% are salaried with a monthly income of Rs 25000-35000. -9% are students. OCCUPATION, INCOME AND SHOPPING EXPENSES 34 Projectsformba.blogspot.com
  • Projectsformba.blogspot.com SALARIED 5000-15000 15000-25000 25000-35000 35000-45000 45000> <1000 - 1% - 1% -1000-3000 12% 25% 12% 7% 3%3000-5000 1% 12% 5% 3% 4%5000-10000 - 7% - 1% 4% 10000> - - - - - Table no: 10 37% of the salaried customers have a monthly shopping expense between 1000-5000 and from the previous interpretation these customers had an average monthly income of Rs 15000-35000 with an average age of 21-30 years. RANKING THE IMPORTANT SHOPPING PARAMETERS -OCCUPATION WISE 35 Projectsformba.blogspot.com
  • Projectsformba.blogspot.com SELF SALARIED STUDENTS HOUSEWIVES EMPLOYED VARIETY 9 4 4 7 DISCOUNTS 5 6 5 4 LOCATION 6 8 8 6 BRANDS 1 2 6 2 PRICE 4 5 3 3 STYLE 2 3 1 5 QUALITY 3 1 2 1 FABRIC 7 7 7 8 AMBIENCE 8 9 9 9 Table no: 11 Self employed-The first three parameters ranked are Brands, Style and Quality. Salaried- The first three parameters ranked are Quality, Brands and Style. Students- The first three parameters ranked are Style, Quality and Price Housewives- The first three parameters ranked are Quality, Brands and Price.10 8 6 4 2 0 S N Y IC Y E D E E NT O IT T IC NC AN YL BR IE I AL AT PR U 36 Projectsformba.blogspot.com ST BR E R FA CO U BI C VA Q LO AM S DI SELF EMPLOYED SALARIED STUDENTS HOUSEWIVES
  • Projectsformba.blogspot.com Graph no: 7RANKING THE IMPORTANT SHOPPING PARAMETERS -INCOME WISE 5000-150 15000-250 25000-3500 35000-450 45000> 37 Projectsformba.blogspot.com
  • Projectsformba.blogspot.com 00 00 0 00 VARIETY 5 4 6 5 3 DISCOUNTS 6 6 5 6 4 LOCATION 7 7 8 7 8 BRANDS 2 3 2 4 1 PRICE 3 2 4 3 5 STYLE 4 5 3 2 7 QUALITY 1 1 1 1 2 FABRIC 9 8 7 9 9 AMBIENCE 8 9 9 8 6 Table no: 12 5000-15000- The first three parameters ranked are Quality, Brands and Price. 15000-25000- The first three parameters ranked are Quality, Price and Brands. 25000-35000- The first three parameters ranked are Quality, Brands and Style. 35000-45000- The first three parameters ranked are Quality, Style and Price. 45000>- The first three parameters ranked are Brands, Quality and Variety.10 86420 38 Projectsformba.blogspot.com VARIETY DISCOUNT LOCATION BRANDS PRICE STYLE QUALITY FABRIC AMBIENCE 5000-15000 15000-25000 25000-35000 35000-45000 45000 above
  • Projectsformba.blogspot.com Graph no: 8 OVERALL RANKING OF THE PARAMETERS BASED ON PREVIOUS90 RANKINGS8070605040302010 0 39 Projectsformba.blogspot.com Shopping ParametersVARIETY DISCOUNTS LOCATION BRANDS PRICE STYLE QUALITY FABRIC AMBIENCE
  • Projectsformba.blogspot.com Graph no: 9From the graph it is clear that Quality, Brands and Style are ranked higher.The least ranked parameters are Ambience, Location and Fabric. FAVOURITE SHOPPING STORE (BASED ON OCCUPATION) SHOPPERS WESTSIDE CENTRAL LIFESTYLE OTHERS STOP 40 Projectsformba.blogspot.com
  • Projectsformba.blogspot.com SELF 2% 2% 0.6% 0.6% - EMPLOYED SALARIED 24% 15% 7% 1% 5.5% STUDENTS 14% 6.5% 2% 2% 3% HOUSEWIVES 5% 4% - 2% 0.6% Table no: 13 45% the respondents’ favorite shopping store is Shoppers Stop. -24% are salaried, 14% students and 7% self employed and housewives. 28% of the respondents prefer going to Westside. -15% are salaried and 6.5% are students.50403020100 41 Projectsformba.blogspot.com SHOPPERS STOP WESTSIDE CENTRAL LIFESTYLE OTHERS STORES
  • Projectsformba.blogspot.com Graph no: 10 FREQUENCY OF SHOPPING IN SHOPPER STOP AND OCCUPATION ONCE A ONCE IN ONCE IN ONCE A WEEK TWO WEEKS THREE MONTH WEEKS 42 Projectsformba.blogspot.com
  • Projectsformba.blogspot.com SELF 1% 0.6% 1% 2% EMPLOYED SALARIED 6.5% 10% 4% 32% STUDENTS 6.5% 6.5% 2% 13%HOUSEWIVES 2% 2% 1% 8% Table no: 1455% of the respondents come to Shoppers Stop once a month. -32% are salaried and 13% are students.19% come once in two weeks. -10% are salaried and 6.5 % are students.16% come once a week and 8% of them come to Shoppers Stop once in threeweeks. 43 Projectsformba.blogspot.com
  • Projectsformba.blogspot.com 35 30 25 20 15 10 5 0 ONCE A WEEK ONCE IN TWO WEEKS ONCE IN THREE ONCE A MONTH WEEKS SELF EMPLOYED SALARIED STUDENTS HOUSE Graph no: 11 FREQUENCY OF SHOPPING IN SHOPPER STOP AND INCOME ONCE A ONCE IN ONCE IN ONCE A WEEK TWO WEEKS THREE MONTH 44 Projectsformba.blogspot.com
  • Projectsformba.blogspot.com WEEKS 5000-15000 - 3% 1% 8%15000-25000 9% 8% 2% 30%25000-35000 2% - 3% 9%35000-45000 - 4% - 6% 45000> 2% 3% 3% 5% Table no: 1558% of the respondents shop in Shoppers Stop once in a month. -30% of them have an income of Rs 15000-25000. -9% have an income of Rs 25000-35000.18% shop once in two weeks. -8% have an income of Rs 15000-25000. 13% shop once in a week and 9% of them shop once in three weeksrespectively. 45 Projectsformba.blogspot.com
  • Projectsformba.blogspot.com 30 25 20 15 10 5 0 ONCE A WEEK ONCE IN TWO ONCE IN THREE ONCE A MONTH WEEKS WEEKS 5000-15000 15000-25000 25000-35000 35000-45000 45000 above Graph no: 12 46 Projectsformba.blogspot.com
  • Projectsformba.blogspot.com FAVORITE BRANDS AND INCOME INCOME BRANDS 5000-15000 Lee, Levis, Westside, Weekender and Stop. 15000-25000 Levis, Reebok, Allen Solly, UCB, Scullers, Wills, Stop, Kashish, Westside and UMM. 25000-35000 Lee, Levis, Allen Solly, Westside, Biba, Fab India, Bossini, Wlls and Van Heusen. 35000-45000 Levis, Westside, Stop, Allen Solly and Wills. 45000> Addidas, Wills, Biba, Allen Solly, Nike, Kashish and Van Heusen. Table no: 16 • 5000-15000- Customers falling under this category are price conscious and had ranked quality as first. Hence they like Lee, Levis, Westside Weekender and Stop. • 15000-25000- Customers falling under this category look for variety apart from quality and price. Hence they prefer Levis, Reebok, Allen Solly, UCB, Scullers, Westside, Stop, Kashish and UMM. • 25000-35000- Customers in this category like style and fashion apart from quality and brands and therefore their preferences are Levis, Lee, Allen Solly, Nike, Westside, Biba, Fab India, Bosssini, Van Heusen and Wills. • 35000-45000-These customers too like style and quality but are not brand conscious. Their preferences are Levis, Stop, Westside, Allen Solly and Wills. 47 Projectsformba.blogspot.com
  • Projectsformba.blogspot.com • 45000>- Here customers are highly brand conscious and deem quality and variety as important factors. Therefore they like Addidas, Allen Solly, Wills, Nike, Biba, Kashish, Van Heusen. 48 Projectsformba.blogspot.com
  • Projectsformba.blogspot.com RANKING SHOPPERS STOP WITH OTHER STORES SHOPPERS WESTSIDE CENTRAL LIFESTYLE OTHERS STOP VARIETY 1.4 1.9 1.8 1.9 1.9DISCOUNTS 1.8 1.6 1.8 1.7 1.9 BRANDS 1.2 1.9 1.8 1.9 2.0 PRICE 1.6 1.5 1.9 1.9 1.9 DISPLAY 1.2 1.9 1.8 1.9 1.9 QUALITY 1.4 1.7 1.9 1.9 1.9 DESIGN 1.3 1.7 1.9 1.9 1.9 AMBIENCE 1.2 1.8 1.8 1.9 1.9 FASHION 1.3 1.8 1.9 1.9 1.9 FABRIC 1.4 1.7 1.8 1.9 1.9 OVERALL 1.3 1.7 1.9 1.9 1.9 Table no: 17From the table it is clear that except discount and price customers rankedShoppers Stop higher on all other parameters.Customers ranked Westside higher for discounts and prices. 49 Projectsformba.blogspot.com
  • Projectsformba.blogspot.com HYPOTHESIS TESTINGHo: the proportion of sample who ranked Shoppers Stop 1st as overall is 50%.H1: the proportion of sample who ranked Shoppers Stop 1st as overall is morethen 5o% Ho; Po=50% H1; P1>50%Therefore; Z=P-Po √Po.Qo/nHence the value of Zcal=3.6 Zά=1.96 Zcal>Zά, Reject HoTherefore the proportion of sample who rank Shoppers Stop 1 st (overall) is morethen 50%. CHAPTER 5 50 Projectsformba.blogspot.com
  • Projectsformba.blogspot.comThe study on buying behavior of consumer has brought out the following findingsand recommendations. FINDINGS AND INTERPRETATIONSummary: - • The primary customers who come to the ladies ethnic section of Shoppers Stop are females. • Among these 62%% of them are salaried with an average monthly income of Rs 15000-25000. • The next 31% of customers belong to the students’ category having an average age of 20 years. • The rest of the population constitute of self employed and housewives. • Majority of the customers shop once a month between 5pm-9pm and are salaried with a monthly salary of Rs 15000-25000 per month and fall under the age category of 21-30 Years. • The second major customers who shop once a month are students with an average age of 20 years. • 63% of the customers like shopping in malls and the preferred time for shopping is between 5pm-9pm. • 39% of the customers preferred shopping with friends and 12% preferred shopping with both friends and parents. 51 Projectsformba.blogspot.com
  • Projectsformba.blogspot.com • Among those who preferred shopping with both parents and friends are majority students. • Those customers who have a monthly income of Rs 15000-25000 spend at least Rs 1000-3000 per month on shopping. • Customers ranked Quality, Brand, Style and Price as 1st, 2nd, 3rd and 4th. Variety, Discount, Fabric, Location and Ambience are ranked as 5th, 6th, 7th, 8th and 9th respectively. • Majority of the customers prefer shopping in Shoppers Stop followed by Westside, Central and Lifestyle. • Majority of those who prefer shopping in Shoppers Stop are salaried with an income of Rs 15000-25000 per month and are aged between 21-30 years. This class of customers spends at least Rs 1000-3000 per month on shopping in Shoppers Stop. • Customers preferred brands like Lee. Levis, Stop, Biba, Allen Solly, Wills, Westside, Kashish and Van Heusen. • Shoppers Stop was ranked as the highest on overall parameters except discounts and prices. 52 Projectsformba.blogspot.com
  • Projectsformba.blogspot.com RECOMMENDATIONS • Shoppers Stop should target the salaried and students class as they account for the majority visitors to their store. • More branded wears should be kept as the salaried class preferred going for brands and are brand conscious. • The merchandise should be stylish and fashionable as it appeals to the student class who are more of style conscious. • As ladies spend more time shopping in the same section seating arrangements should be made so that their companions (Friends, Husbands, Parents and Children) can sit till they finish shopping. • In house brands account for less preferred once and hence stylish, fashionable and designer wears should be brought out in order to increase the sales. 53 Projectsformba.blogspot.com
  • Projectsformba.blogspot.com BIBLIOGRAPHY • Philip Kotler; “Marketing Management” 11th edition, Prentice hall, New Delhi-2002. • Naresh K Malhotra; “Marketing Research”, 3rd edition, Pearson education, Delhi-2003. • Website;Google.com/Indian Retail Industry: Current Scenario by Shyamlal Sharma, Sardar Patel University, Gujrath-2004-2006; email- shyamsharma_2001@rediffmail.com/rock_0021@yahoo.co.uk. • Company website; www.Shoppersstop.com/aboutus/management structure. 54 Projectsformba.blogspot.com