AUTHOR: Vishnu Sharma
STUDENT ID (UBS): 1360
GROUP: AICTE MBA-3
SEMESTER: 3rd Semester
MODULE TITLE: Retail Management
MODULE NUMBER: MBA -3 | 1360
MODULE TUITOR: Mr. Bibhas
ASSIGNMENT TITLE: Analysis of a
TABLE OF CONTENTS
Introduction to Retail
Introduction to retail industry
Introduction to SHOPPERS STOP
SEC of SHOPPERS STOP, Andheri,Mumbai
Product and services
Technologies at SHOPPERS STOP
Recommendations and solutions
Introduction to Retail
Retailing is one area of the broader term, e-
commerce. Retailing is buying and selling both
goods and consumer services. With more number of
educated and literate consumers entering the
economy and market, the need for reading the pulse
of the consumers has become very essential.
Retail marketing is undergoing radical
restructuring. This is because of increase in gross
domestic product, increase in per capita income,
increase in purchasing power and also the ever
changing tastes and preferences of the people. The
entry of plastic money, ATMs, credit cards and debit
cards and all other consumer finances, the taste for
the branded goods also added for the evolution of
Retail marketing is not just buying and selling but
also rendering all other personalized consumer
services. With the RM picking up it has given a new
look for various fast moving capital goods (FMCG)
goods. This not only increased the demand for
various goods in the market but also made retail
marketing the second largest employment area, the
first being agriculture.
Retail Industry, one of the fastest changing and
vibrant industries in the world, has contributed to
the economic growth of many countries. The term
'retail' is derived from the French word retailer
which means 'to cut a piece off or to break bulk'. In
simple terms, it implies a first-hand transaction
with the customer.
Retailing can be defined as the buying and selling of
goods and services. It can also be defined as the
timely delivery of goods and services demanded by
consumers at prices that are competitive and
Retailing involves a direct interface with the
customer and the coordination of business activities
from end to end- right from the concept or design
stage of a product or offering, to its delivery and
post-delivery service to the customer. The industry
has contributed to the economic growth of many
countries and is undoubtedly one of the fastest
changing and dynamic industries in the world
Introduction to Retail industry in India
India is the 5th
largest retail market in the world.
The country ranks fourth among the surveyed 30
countries in terms of global retail development.
The current market size of Indian retail industry
is about US$ 500 bn (Source: IBEF) and is
expected to grow at the rate of 15-20% p.a. The
retail industry is expected to increase to US$
750-850 bn by 2015 (according to a report by
Deloitte). Retailing has played a major role the
world over in increasing productivity across a
wide range of consumer goods and services. In
the developed countries, the organised retail
industry accounts for almost 80% of the total
retail trade. In contrast, in India organised retail
trade accounts for merely 8-10% of the total
retail trade. This highlights a lot of scope for
further penetration of organized retail in India.
The sector can be broadly divided into two
segments: Value retailing, which is typically a
low margin-high volume business (primarily food
and groceries) and Lifestyle retailing, a high
margin-low volume business (apparel, footwear,
etc). The sector is further divided into various
categories, depending on the types of products
offered. Food dominates market consumption
with 60% share followed by fashion. The
relatively low contribution of other categories
indicates opportunity for organised retail growth
in these segments, especially with India being
one of the world's youngest markets.
By 2012, the total market size reached US$ 518
billion, thereby registering a compound annual
growth rate (CAGR) of 7 per cent since 1998.
In 2012, Food and Grocery accounted for nearly 60
per cent of total revenues in the retail sector.
India’s retail market is likely to touch a whopping
Rs. 47 lakh crore by 2016-17, expanding at a
compounded annual growth rate of 15 per cent, a
Yes Bank-Assocham study says.The retail market,
which comprises both organised and unorganised
segments, stood at Rs. 23 lakh crore in 2011-
12.“Favourable demographics, increasing
urbanisation, nuclearisation of families, rising
affluence amid consumers, growing preference for
branded products and higher aspirations are other
factors which will drive retail consumption in
India,” Assocham Secretary General D.S. Rawat
According to the study, organised retail, which
comprised a meagre seven per cent of overall retail
market in 2011-12 is estimated to grow at a CAGR
of 24 per cent and attain 10.2 per cent share of total
retail by 2016-17.On the supply side, retail sector
growth will be backed by expansion plans of
existing players and the entry of new players, the
study said.It also listed out the challenges being
faced by the country’s retail sector such as dearth
of skilled manpower, numerous clearances required
to set up a retail outlet and lack of basic
infrastructure like roads, power and water.
Store-based retailing is likely to witness a CAGR
of 7.6 per cent during 2011-16 and will grow by 44
per cent in absolute terms during this period, the
study highlighted.Amid traditional grocery
retailers, kirana stores will continue to be the
largest contributor to value share by 2016 and are
likely to account for 61 per cent share in constant
value sales, it said.
Introduction to SHOPPERS STOP
To be a Global Retailer in India and Maintain No.1 position in
the Indian Market in the Department Store Category.
Shoppers’ Stop is positioned as a family store delivering a
complete shopping experience defined by its mission, vision and
1991: Shoppers' Stop launches at Andheri
Setting up shop in 1991 with its flagship store in Andheri,
Mumbai, Shoppers’ Stop is a member of the K. Raheja Corp. of
Companies. Shoppers’ Stop is the first retail venture by the K.
Raheja Corp. Promoted by Mr. Chandru L. Raheja, Mr. Ravi C.
Raheja and Mr. Neel C. Raheja, the K. Raheja Corp. have been
leaders in the construction business
for over 48 years.
With its wide range of merchandise,
exclusive shop-in-shop counters of
international brands and world-class
customer service, Shoppers’ Stop
brought international standards of
shopping to the Indian consumer
providing them with a world class
India – 2000 & Beyond…
Expanding its operations to
Bangalore, Hyderabad, Jaipur, Delhi, Chennai, Mumbai
(Andheri, Bandra, Chembur, Kandivli, Mulund), Pune, Gurgaon
and Kolkata, Shoppers’ Stop is today recognised as India’s
premier shopping destination. With a customer entry of about
50,000 customers a day, a national presence with over 6,00,000
square feet of retail space and stocking over 250 brands of
garments and accessories, Shoppers’ Stop has clearly become a
one stop shop for all customers.
Shoppers’ Stop’s core customers represent a strong SEC A skew.
They fall between the age group of 16 years to 35 years, the
majority of them being families and young couples with a
monthly household income above Rs. 20000 and an annual spend
of Rs.15000. A large number of Non - Resident Indians visit the
shop for ethnic clothes in the international environment they are
Range of merchandise…
The stores offer a complete range of apparel and lifestyle
accessories for the entire family. From apparel brands like
Provogue, Color Plus, Arrow, Levi’s, Scullers, Zodiac to
cosmetic brands like Lakme, Chambor, Le Teint Ricci etc.,
Shoppers’ Stop caters to every lifestyle need. Shoppers' Stop
retails its own line of clothing namely Stop, Life , Kashish,
Vettorio Fratini and DIY. The merchandise at Shoppers’ Stop is
sold at a quality and price assurance backed by its guarantee
stamp on every bill.
Their motto: “We are responsible for the goods we sell”.
Customer Rewards – The First Citizen
Shoppers’ Stop’s customer loyalty program is called The First
Citizen. The program offers its members an opportunity to
collect points and avail of innumerable special benefits.
Currently, Shoppers’ Stop has a database of over 2.5 lakh
members who contribute to nearly 50% of the total sales of
Shoppers’ Stop is the only retailer from India to become a
member of the prestigious Intercontinental Group of
Departmental Stores (IGDS). The IGDS consists of 29
experienced retailers from all over the world, which include
established stores like Selfridges (England), Karstadt (Germany),
Shanghai No. 1 (China), Matahari (Indonesia), Takashimaya
(Japan), C K Tang (Singapore), Manor (Switzerland) and Lamcy
Plaza (Dubai). This membership is restricted to one member
organization per country/region.
The Organisation, in 2000, along with ICICI ventures also
acquired the reputed bookstore, “Crossword”, which offers the
widest range of books along with CD-ROM, music, stationery
and toys. Services like Dial-a-book, Fax-a-book and Email-a-
book enable customers to shop from their homes. Crossword
currently has 18 Stores.
The IT Backbone
Realising the role of IT
way back in 1991,
Shoppers’ Stop was among
the first few retailers to use
scanners and barcodes and
completely computerise its
operations. Today it is one
of the few stores in India to
have retail ERP in place, which is now being integrated with
Oracle Financials and the Arthur Planning System, the best retail
planning system in the world. With the help of the ERP, they are
able to replicate stores, open new stores faster and get
information about merchandise and customers online, which
reduces the turnaround time in taking quick decision.
Supply Chain Management
Understanding the importance of distribution and logistics in
ensuring that merchandise is available on the shop floors, has led
Shoppers’ Stop to streamline its supply chain. The company has
developed process manuals for each part of the logistics chain.
These modules include vendor management, purchase order
management, stock receiving systems, purchase verification and
inventory build up, generation and fixing of price and store tags,
despatch of stocks to the retail floor and forwarding of bills for
Shoppers’ Stop aims to position itself as a global retailer. The
company intends to bring the world’s best retail technology,
retail practices and sales to India. Currently, they are adding 4 to
5 new stores every year.
SHOPPERS STOP, Andheri
< Shoppers Drug Mart..
Parent Company K. Raheja Group
Sector Retail and lifestyle
Tagline/ Slogan Start Something New
USP New styles and presence in all major metros
Segment Style and status cautious group
Target Group Upper Middle class group
Positioning Styles and quality
1. It has strong domestic presence with 50+
stores in India
2. Shoppers stop has become highest
benchmark for retail industry
3. Loyal customer base with more than
750,000 first citizen members
4.Increasing footfalls and conversion rates
5. Management team is strongly established
as well as skilled labor force
1. It has lesser promotional strategies on
both ATL and BTL level compared to
2. It always follows low risk strategy in
business or entering into new segment
1. Big opportunity to enter into new
2.Foreign players see it as preferred partner
for making investment in India
4.It could enter into Hypercity -high retail
1. Due to global slowdown consumers’
purchase power has reduced for top high
2.Increasing brand awareness among
consumers across all socio-economic
1.Vishal Mega mart
PORTER’S five forces model:
Five forces Model
1) Suppliers power
2) Buyers Bargaining Power
3) New Potential Entrants
4) Threat of Substitutes
5) Industry Competitors
1) Suppliers power
A segment is unattractive if the company’s suppliers are able to
raise prices or reduce quantity supplied Ss in apparels section
have major brands like, Arrow, Levis, lee, Provogue, Pepe, loues
2) Customer Buying Power
The bargaining power of customer at SS can be a weakness if
customer shift to substitutes. There are various other brands
which could act as a substitute to SS for eg: Zodiac, Raymonds,
Color plus, and Arvind Mills
3) Industry competitors
competitors like Globus, Westside and Lifestyle, Wills Lifestyles,
Rpg ,Pantaloon who catered to the same segment of customers,
entered the market.
4) New potential entrants
Preferred Partner for Foreign Players
SS is the preferred partner/retailer for foreign brands entering
The company has already signed an agreement with UK retailer
Mothercare to retail their products. The company has tied-up
Lauder’s MAC brand of cosmetics with one strongly performing
opened so far. SS has also tied up with Austin Reed for both
manufacturing and retailing its brand in India. We expect many
opportunities for similar tie-ups, particularly as the government
allowed up to 51% FDI in single brand retailing.
Shoppers’ Stop has 4 division the Men’s apparels, ladies
apparels, kids wear and the Non-apparels. Following is their
contribution to the turnover.
* Men’s 43% of sales
* Women’s 18% of sales
* Kids 8% of sales
* Non-Apparels 31% of sales
SS LOYALITY PROGRAMES
SS PIONEERED INDIA’S first loyality programes
They have 3 tier loyality programme 1) classic moments for
entry level 2) silver edge 3) golden glow, members fall in
different cateogory dependimng on theior spends with the
company, they also receive...
1. General Products : Shopper’s Stop includes domestic as well
as international retail articles and products 2. Private Label:
Shopper Stop has also launched their own private labels such as
STOP. 3. Others: In addition to the above, Shopper Stop also
does promotional marketing.e.g.They launched ZooZoo range
and also other similar products have been launched. These also
form the part of the Product as SS.
Shoppers Stop is Indian largest chain of Super Stores and has
many stores in whole of India 2. Shoppers Stop Ltd. Excels in
Service quality and the stores of a high class feel which is
different from Big Bazaar or similar stores.
The communication strategy of Shopper’s Stop has been to
reach out to the customers in their own style and language 2. SS
uses print as well as OOH media to promote the brand. The
brand uses brand ambassadors like Kareena Kapoor to endorse
the brand. 3. The private label STOP is promoted in store
through logo and proper placement in the store adjoin similar
national brands 4. Associates itself with Local festivals and
* SS has a proper mix of both premium and affordable priced
products. The brands are sold at MRP and lower. The main USP
is the choice given to the customer rather than the Price.
Various Pricing Strategies used by Shopper’s Stop are as below:
1. Premium Pricing
2. Economy Pricing
3. Psychological Pricing
4. Optional Product Pricing
5. Promotional Pricing
6. Geographical Pricing
7. Value Pricing
Product and services
Shoppers Stop is one of the leading retail stores in India.
Shoppers Stop began by operating a chain of department stores
under the name “Shoppers’ Stop” in India. Shoppers Stop has 65
stores across 32 cities in India.
Shoppers Stop retails stuff like ladies watches, men's watches,
artificial jewellery, fine jewelry, handbags, fragrances,
cosmetics, men's footwear, women's footwear, home furnishing
and decor products.
Shoppers Stop launched its e-store with delivery across major
cities in India in 2008. The website retails all the products
available at Shoppers Stop stores, including apparel, cosmetics
and accessories. Shoppers Stop opened stores in Amritsar,
Bhopal and Aurangabad.
Shoppers Stop retails products of domestic and international
brands such as Louis Philippe, Pepe, Arrow, BIBA, Gini & Jony,
Carbon, Corelle, Magppie, Nike, Reebok, LEGO, and Mattel.
Shoppers Stop retails merchandise under its own labels, such as
STOP, Kashish, LIFE and Vettorio Fratini, Elliza Donatein,
Acropolis etc. The company also licensees for Austin Reed
(London), an international brand, who’s men's and women's
outerwear are retailed in India exclusively through the chain. In
October 2009, Shoppers Stop has bought the license for
merchandising Zoozoo the brand mascot for Vodafone India.
In April 2008, Shoppers Stop changed its logo and adopted the
mantra "Start Something New" and introduced international
brands like CK Jeans, Tommy Hilfiger, FCUK, Mustang, Dior
across the stores.
Loyalty program and Co-branded Credit Card
Shoppers Stop’s has a loyalty program called First Citizen. They
also offer a co-branded credit card with Citibank called the First
Citizen Citibank Titanium Credit Card for their members. New
Shoppers Stop branch has been opened in "The Grand Mall",
137, Seetharam Nagar Main Road, Velachery Main Road,
Chennai - 600042
Merchandising opportunities like the launched Zoozoo
merchandise and film merchandise.
Shoppers Stop's sister stores are
Crossword Bookstores is the largest chain of bookstores in India
with 83 branches. Shoppers Stop acquired 100 per cent stake in
bookstore chain Crossword. Crossword is positioned as a
lifestyle bookstore with their spacious, well laid out stores which
encourages customers ease in browsing through the merchandise
of books, music, stationary and toys.
HomeStop is premium home furnishings home concept store,
which offers products in home decor, furniture and accessories,
bath accessories, bedroom furnishings, mattresses, draperies,
carpets, modular kitchens and health equipment.
Brio has 20 outlets in select cities. Café Coffee Day (CCD), the
retail division of Amalgamated Bean Coffee Trading (ABCTL),
has signed an MoU with Shoppers Stop to run its BRIO outlets.
Desi Café and their operations have been taken over by Café
Coffee Day (CCD), the retail division of Amalgamated Bean
Coffee Trading (ABCTL), has signed an MoU with Shoppers
Stop to run its Desi Café outlets.
HyperCity offers a contemporary range of products, sourced
from both local and international markets. The product range
covers: Foods and Grocery, Homeware, Home Entertainment,
Hi-Tech, Appliances, Furniture, Sports, Toys & Fashion.
M.A.C. and Shopper’s Stop Ltd. entered into a non exclusive
retail agreement with cosmetics major Estee Lauder to open up
M.A.C. Cosmetics stores in India. M.A.C. Makeup-Art
Cosmetics - the professional brand of choice, is the first brand
under the Estee lauder Group of Companies portfolio to enter the
Indian retail market. Currently there are 20 M.A.C. stores
Arcelia is a new retail concept aiming at the growing accessories
and cosmetics segment, and primarily caters to women shoppers.
It retails cosmetics, fragrances, fine jewelry, footwear, handbags.
MotherCare and Shoppers Stop stocks a variety of products for
mother and babies, toddlers and children till eight years of age.
The UK-based maternity and kidswear brand has nine standalone
and 13 shop-in-shop formats.
Nuance Group with Shoppers Stop makes an entry into airport
retailing. The alliance is marked with a joint venture with The
Nuance Group AG of Switzerland, the world’s leading airport
retailer. Shopper's Stop Ltd. is handling the retail operations at
the duty-free zones in international terminals. The joint venture
company, called Nuance Group (India) Private Limited. is
operating outlets at the International airports at Bengaluru and
HyperCity-Argos and Shoppers Stop, the two retail ventures of K
Raheja group had signed a memorandum of understanding with
UK’s leading retail chain Home Retail group to develop the
Argos (retailer) retail format stores in India.Two years later,
Shoppers Stop Ltd has informed Bombay Stock Exchange shall
wind down and discontinue its catalogue retail operations under
the Hypercity-Argos brand.
Shoppers Stop forayed into the Entertainment sector by acquiring
45% stake in Timezone Entertainment Private Limited which is
in the business of setting up and operating Family Entertainment
Centres (FECs). It has more than 20 outlets across Indian cities
like Ahmedabad, Chennai, Hyderabad, Kolkata, Navi Mumbai,
Mumbai, Bangalore, Pune, Baroda, Raipur, and Goa.
Technologies at SHOPPERS STOP
Shopper's Stop cashes in on SAS® Business Analytics Framework:
India's growing retail sector is the fifth largest in the world. In
recent years, the sector has experienced rapid growth and
sophistication to address swelling market demand and ever-
changing customer preferences. Growth in the sector has created
a highly competitive retail environment, in which innovative
retailers like Shopper's Stop Limited are using analytics to
increase customer loyalty, satisfaction and profitability, while
improving overall operations.
Established in 1991, Shoppers Stop is India's largest retail chain
of large-format department stores. Owned by K. Raheja Corp
Group, Shoppers Stop offers customers a world-class shopping
experience through its 30 stores across 13 cities spread over 1.9
million square feet of retail space. The company sells a range of
domestic and international premium brands in categories such as
apparel, accessories, cosmetics, home, bed and bath. Shoppers
Stop also operates Crossword Book Stores and has a 19 percent
stake in HyperCity, a large format hypermarket chain.
Faced with ever-growing customer aspirations, Shoppers Stop
needed to advance customer satisfaction and loyalty, increase its
breadth of merchandise and expand store operations into new
markets -- all while retaining profitability.
All of this required access to standardized, timely and accurate
data from its DRISHTI (Insight) data warehouse project, along
with flexible reporting functionality and deep analytical
capabilities to help drive business objectives. SAS provided the
retailer with a business analytics framework for reporting and
analytics using SAS Enterprise BI Server and SAS Enterprise
This is a first-of-a-kind analytical solution for the retail industry
in India. The benefits put us ahead of the curve in our quest for
competitive advantage. Customer Care Associate & Group Chief
Technology Officer. The scalability of the solution lets us
analyze over three years of customer data, in multiple formats,
which is extremely valuable in understanding churn and share-
of-wallet. Already, we have been able to develop focused
campaigns and offers as well as study target market
demographics to assist and influence our merchandising
To help drive its growth strategy, Shopper's Stop is employing its
reporting and analytics capabilities in the areas of merchandising,
loyalty management, distribution and logistics, sales
performance, loss prevention, and financial analysis. time-to-
intelligence has been significantly reduced in areas such as
customer segmentation, inventory and vendor management,
market basket analysis, store and sales performance analysis and
Insights, improvements, benefits
Shopper's Stop achieved a variety of early benefits from the
SAS® Business Analytics solution, including the measurement
of merchandise availability. In one exercise the retailer was able
to increase availability by 2 percent for the targeted category,
which is significant in the early phase of a shopping season when
margins are higher.
The chain can now monitor migration trends and calculate the
business effect of opening new stores in the markets in which it
already operates. Other early benefits came from a study of
demographic groups, in which Shopper's Stop analyzed customer
buying behaviors and drivers in a specific market. The insight
resulted in an increase in sales from the targeted segment.
With the competitive landscape getting tougher, we recognized
the need to leverage our rich transactional data.After carefully
examining the market, we chose SAS to drive our quest for
generating insights. The journey thus far has been gratifying with
SAS providing the requisite expertise towards moving data to
information and insights. As we deploy the data warehouse
across our other business units, we believe that the potential to
harness insights is immense.
SAS® Consulting earns praise
Gupta credits the expertise of the SAS consultants who supported
his team throughout the implementation process. The project was
carried out in phases, allowing users to get their hands on the
solution early and have their requirements addressed quickly
throughout the project.
Shopper's Stop: "One of the first shopping mall like destinations
to open up in Mumbai, Shoppers Stop seems to have survived the
opening of gigantic malls and luxury boutiques in Mumbai by
constantly renovating and reinventing. Shoppaholics can rarely
get bored when there is so much to see and do. You indulge in
coffee and conversation at Brio or go read and research at
Crossword or better still go shopping for shoes, clothes, bags the
works! And with major brands like Wills, Van Heusen, Allen
Solly, and W for women, Catwalk shoes, Puma all available
under one roof, Shopper Stop seems to have a complete package
to please its customer. New entrants at Shoppers Stop include the
Mother care section with mother and baby accessories,
pregnancy clothes, and of course fashion brands like FCUK,
Calvin Klein, Tommy Hilfiger and Espirit are now available here
too. Prefer the Indian brands? You can stroll into the Ritu Kumar
section to get your doze of traditional and fusion designer
garments. Well-trained and polite staff, good after sales service
and a loyalty programme that offers great benefits have made
Shoppers Stop a favorite amongst shoppers . Shoppaholics can
rarely get bored when there is so much to see and do. You
indulge in coffee and conversation at Brio or go read and
research at Crossword or better still go shopping for shoes,
clothes, bags the works! And with major brands like Wills, Van
Heusen, Allen Solly, and W for women, Catwalk shoes, Puma all
available under one roof, Shopper Stop seems to have a complete
package to please its customer.New entrants at Shoppers Stop
include the Mother care section with mother and baby
accessories, pregnancy clothes, and of course fashion brands like
FCUK, Calvin Klein, Tommy Hilfiger and Espirit are now
available here too. Prefer the Indian brands? You can stroll into
the Ritu Kumar section to get your doze of traditional and fusion
designer garments. Well-trained and polite staff, good after sales
service and a loyalty programme that offers great benefits have
made Shoppers Stop a favorite amongst shoppers. "
Recommendation and Conclusion
Quality of stores is perceived to be higher among shoppers
at Mumbaithan among shoppers located in other townships
of NCR. Gurgoan shoppers are quite low on quality rating
of department store they patronize.
Among store brands shoppers rate Ebony high on quality
parameter than other stores. It is fairly high for Pantaloons
and Shoppers Stop but exceedingly low for Globus and
Mumbaishoppers give higher rating for the price factor
associated with the department store they usually buy
from, than shoppers from other towns of NCR. Price as the
store factor is rater higher by shoppers at Noida and
Ghaziabad too. However, it is lowest among all towns for
Shoppers who patronize Ebony and Pantaloons have
noticeably higher rating on pricing factor, than shoppers at
Globus and Lifestyle who gives the lowest rating on pricing
Mumbaiand Gurgoan shoppers apparently are more
pleased with the assortment availability and range at
stores. Shoppers at Noida appear less pleased with the
availability and range of assortments. AN EMPRICAL STUDY
ON FACTORS INFLUENCING STORE IMAGE, SATISFACTION AND
LOYALTY IN DEPARTMENT STORES 274
Among store brands shoppers at Ebony and Shoppers
Stop confine higher ratings on assortment availability and
range. Apparently shoppers at Globus appear least
pleased with the availability and range of assortments it
Gurgoan and Mumbaishoppers evidently are more
contented with the promotional offers and discount
offerings by the department store they usually buy from.
Faridabad shoppers are least content with the promotional
offers their patronized store offers.
Shoppers at Ebony, Pantaloons and Shoppers Stop are
quite content with the promotional offers. Shoppers at
Globus are least content with the promotional offers the
Convenience of Shopping
Gurgoan shoppers confirm the convenience of shopping to
a greater degree than shoppers at other locations.
Shoppers at Noida on the other hand give lowest rating to
convenience of the department stores offer.
Ebony and Lifestyle stores offer greater convenience of
shopping to shoppers than other stores. Globus has the
least rating on convenience of shopping it offers to
Convenience of Location
Convenience of location is rated highest by shoppers at
Mumbaiand Gurgoan. It seemingly is quite lower for
shoppers at Ghaziabad and Faridabad.
Shoppers Stop offers reasonably higher convenience of
location to shoppers than any other department store.
Globus evidently has lowest rating on convenience of
location it offers to shoppers.
Store facilities apparently are rated higher by shoppers at
Delhi. Shoppers at Noida have considerably lower rating
for store facilities.
Store facilities at Shoppers Stop and Ebony are giver
higher rating by shoppers. Evidently it is lowest for Globus.
Personnel services are rated to be considerably higher by
shoppers at Mumbaithan shoppers from other towns.
Apparently the shoppers at Noida and Ghaziabad are not
much pleased by personnel staff services. AN EMPRICAL
STUDY ON FACTORS INFLUENCING STORE IMAGE,
SATISFACTION AND LOYALTY IN DEPARTMENT STORES 275
Sales and service staff at Shoppers Stop and Ebony is
rated to be better than other stores. Lifestyle shoppers
apparently are not much pleased by services rendered by
the sales and service staff.
Shoppers at Mumbaiand Faridabad rate credit services
offered by store to be more promising than shoppers at
other locations. Shoppers at Ghaziabad have lowest rating
for the credit services offered by the stores.
Shoppers rate credit services offered by Ebony and
Shoppers Stop to be better than at other stores.
Evidently store atmosphere is perceived to be more
gratifying to shoppers at Noida and Faridabad. It is
seemingly less pleasing to shoppers at Gurgoan and
Pantaloons and Shoppers Stop offer more pleasing store
atmosphere than other stores. Globus is supposedly low
on store atmosphere it offers.
For Gurgoan and Mumbaishoppers the store they
patronize beams high class image and enjoys high brand
image. This seemingly is lower at other locations and least
for shoppers at Noida.
Shoppers Stop and Pantaloons enjoy higher brand image
among shoppers than other department stores. It is
seemingly lowest for Globus.