1. The document discusses a study on shopper perceptions of shopping centers in Kolkata, India in the face of increasing global competition in retail.
2. A survey was conducted of 389 shoppers across 7 major shopping centers in Kolkata to understand perceptions of factors like design, location, and positioning. Cluster analysis identified groups of shoppers based on their preferences.
3. The marketing strategies of the shopping centers were also analyzed through case studies and materials to understand how they target different shopper segments and compete against each other.
This document is a project report submitted by Miss Hiral Soni to the University of Mumbai on mall culture and management in India. It includes an introduction, objectives and scope of the study, research methods used, and conclusions. The report was completed under the guidance of Mrs. Shalini Padhi and submitted in July 2011 to fulfill the requirements for a Bachelor of Management Studies degree. It examines the growth of malls in India and their impact on consumer behavior and the retail industry.
Determinants of Leisure Shopping Behaviour: An Empirical study among Consumer...journal ijrtem
Shopping is widely regarded as a major leisure time activity. The entertainment aspect of retail
industry is increasingly being recognized as a key competitive instrument in the present situation. Therefore,
retailers and shopping Centre developers are seeking ways to make shopping more of a leisure pursuit. The
purpose of this research is to explore the dimensions of leisure shopping behaviour associated with shoppers of
organized retail outlets in Kerala. The paper also figured-out the inter relationship between the shopping
entertainment with consumer demographics. The findings of this study may help retailers in developing
appropriate strategies to improve the store patronage behaviour by elevating the hedonic shopping value and
shopping enjoyment index among consumers
The document compares the marketing strategies of Big Bazaar and Vishal Megamart, two large retail chains in India. It finds that Big Bazaar's innovations like special offers and stabilizing store operations before expanding helped it succeed, while Vishal expanded too quickly without proper capitalization and supply chain management, leading to its downfall. The SWOT analyses show Big Bazaar's strengths were its brand, infrastructure, and product variety, while Vishal's were its value retail segment understanding and distribution network, but it faced threats from category killers and store performance issues.
This document discusses the growth of organized retailing in India. It notes that while organized retail currently accounts for only 8-10% of the total retail market in India, there is significant scope for further growth given India's large population and growing middle class. Several factors are driving this growth, including increasing disposable incomes, exposure to global brands and lifestyles through media, demand for quality and convenience, and the entry of large corporate retailers. The document also examines how retailers are exploring new formats and regions, as well as opportunities in online retail, to penetrate untapped markets and take advantage of India's retail growth potential.
A Study done during my MBA period, with a great group of batch mates, in which we studied Customer Behaviour for preference between the Organized Retail(Big Bazaar, Food Bazaar, Central, etc) and Unorganized Retail(Kirana Stores, Sabji Mandi, etc.).
The study has given very interesting results.
This ppt is to help all those analysts and MBA sitting around analysing something relative to above.
A study of the perception of mall shoppers in the city of Kolkata, IndiaAtish Chattopadhyay
The document summarizes a study on customer perceptions of shopping malls in Kolkata, India. It identifies several major malls in the city and surveys customer opinions. Key findings include:
1) Forum mall was the most popular and considered a favorite by 30% of respondents, followed by 22 Camac Street at 21%. New Market, once the most preferred, saw its popularity decline.
2) Factor analysis showed customer perceptions are driven by two main factors - overall quality of the mall and its locational convenience.
3) To remain competitive as India's retail market grows, malls need to understand shopper needs and perceptions to effectively position themselves.
The document discusses various aspects of the retail industry in India including:
1. Key functions within retail organizations such as buying, merchandising, marketing, store operations, visual merchandising, technology, finance, supply chain management, and human resources.
2. Common entry-level positions in retail include customer care executive, marketing executive, billing executive, sales executive, and store executive.
3. The retail industry accounts for 15-20% of employment in India and is one of the fastest growing sectors globally.
4. Major retailers in India include Reliance Retail, Pantaloons Retail India Ltd., Shoppers Stop, and Future Group.
This document is a project report submitted by Miss Hiral Soni to the University of Mumbai on mall culture and management in India. It includes an introduction, objectives and scope of the study, research methods used, and conclusions. The report was completed under the guidance of Mrs. Shalini Padhi and submitted in July 2011 to fulfill the requirements for a Bachelor of Management Studies degree. It examines the growth of malls in India and their impact on consumer behavior and the retail industry.
Determinants of Leisure Shopping Behaviour: An Empirical study among Consumer...journal ijrtem
Shopping is widely regarded as a major leisure time activity. The entertainment aspect of retail
industry is increasingly being recognized as a key competitive instrument in the present situation. Therefore,
retailers and shopping Centre developers are seeking ways to make shopping more of a leisure pursuit. The
purpose of this research is to explore the dimensions of leisure shopping behaviour associated with shoppers of
organized retail outlets in Kerala. The paper also figured-out the inter relationship between the shopping
entertainment with consumer demographics. The findings of this study may help retailers in developing
appropriate strategies to improve the store patronage behaviour by elevating the hedonic shopping value and
shopping enjoyment index among consumers
The document compares the marketing strategies of Big Bazaar and Vishal Megamart, two large retail chains in India. It finds that Big Bazaar's innovations like special offers and stabilizing store operations before expanding helped it succeed, while Vishal expanded too quickly without proper capitalization and supply chain management, leading to its downfall. The SWOT analyses show Big Bazaar's strengths were its brand, infrastructure, and product variety, while Vishal's were its value retail segment understanding and distribution network, but it faced threats from category killers and store performance issues.
This document discusses the growth of organized retailing in India. It notes that while organized retail currently accounts for only 8-10% of the total retail market in India, there is significant scope for further growth given India's large population and growing middle class. Several factors are driving this growth, including increasing disposable incomes, exposure to global brands and lifestyles through media, demand for quality and convenience, and the entry of large corporate retailers. The document also examines how retailers are exploring new formats and regions, as well as opportunities in online retail, to penetrate untapped markets and take advantage of India's retail growth potential.
A Study done during my MBA period, with a great group of batch mates, in which we studied Customer Behaviour for preference between the Organized Retail(Big Bazaar, Food Bazaar, Central, etc) and Unorganized Retail(Kirana Stores, Sabji Mandi, etc.).
The study has given very interesting results.
This ppt is to help all those analysts and MBA sitting around analysing something relative to above.
A study of the perception of mall shoppers in the city of Kolkata, IndiaAtish Chattopadhyay
The document summarizes a study on customer perceptions of shopping malls in Kolkata, India. It identifies several major malls in the city and surveys customer opinions. Key findings include:
1) Forum mall was the most popular and considered a favorite by 30% of respondents, followed by 22 Camac Street at 21%. New Market, once the most preferred, saw its popularity decline.
2) Factor analysis showed customer perceptions are driven by two main factors - overall quality of the mall and its locational convenience.
3) To remain competitive as India's retail market grows, malls need to understand shopper needs and perceptions to effectively position themselves.
The document discusses various aspects of the retail industry in India including:
1. Key functions within retail organizations such as buying, merchandising, marketing, store operations, visual merchandising, technology, finance, supply chain management, and human resources.
2. Common entry-level positions in retail include customer care executive, marketing executive, billing executive, sales executive, and store executive.
3. The retail industry accounts for 15-20% of employment in India and is one of the fastest growing sectors globally.
4. Major retailers in India include Reliance Retail, Pantaloons Retail India Ltd., Shoppers Stop, and Future Group.
This document discusses store locations and site evaluation. It begins by outlining the objectives and importance of choosing a store location. Key factors in choosing a location include population size, competition, transportation access, and property costs. The document then discusses different types of locations like isolated stores, unplanned business districts, and planned shopping centers. It also covers trade area analysis and factors for evaluating specific cities and sites.
The document provides an overview of the Retail Course 201. It discusses the size and structure of retail in India compared to other parts of the world. It then covers the history and emergence of organized retail formats in India like hypermarkets, supermarkets, and malls. The document also discusses concepts like trading area analysis, site selection factors, and the importance of product, price, place, and promotion for retail. The course aims to help students understand the process of planning, setting up, and managing a retail store.
Factors Leading to Brand Sales – Tracking the Consumers of the Bakery Chains ...Atish Chattopadhyay
This document analyzes the bakery market in Kolkata, India. It profiles 7 major bakery chains and examines their marketing strategies and positioning. Through consumer surveys and data analysis, it is found that:
1) Brand preference and being a "favorite" brand leads to higher average purchase amounts.
2) Special occasion purchases are significantly higher than normal purchases.
3) A positioning map shows Kookie Jar has a distinctive position of high quality and value, while other brands are perceived as similar along quality and economic dimensions.
4) The market segments based on income, and brands target different segments through pricing - with Kookie Jar targeting super premium customers.
This document discusses research on customer buying behavior and satisfaction levels at Big Bazaar and DMart hypermarkets in India. It provides background on the changing retail landscape in India with the rise of department stores, hypermarkets, malls, and branded outlets. The study aims to understand current customer tastes, needs, and preferences when shopping at these modern retail formats. It outlines the research methodology, including primary data collection through customer and retailer surveys in four cities in Western Maharashtra, as well as secondary data collection from sources like books, journals, newspapers and the internet. The sample size of the study is 500 customers equally distributed across the four cities.
This document discusses a study on the low pricing strategy of Big Bazaar, a large retail chain in India. It provides background on India's rapidly growing retail sector and the importance of modern pricing strategies. Big Bazaar has been very successful with its strategy of offering world-class products at affordable prices. The study aims to analyze how Big Bazaar's low pricing approach has contributed to its success and led it to become one of the largest hypermarket chains in India.
The study was been conceptualized to study the effect of retail service quality on the consumer decision making process for a brand selection. Therefore, to create a distinct position in the marketplace, retailers are focusing on retail service quality that gives a competitive advantage to the company. Exploratory factor analysis was run to understand the retail service quality factors in fashion retail market with relevance to the brand, Moustache. Six components were extracted through Varimax method and rotated component matrix, namely store presentation/display, convenient facilities, problem solving, temperature, store layout and personal interaction. For regression analysis, the hypothesis developed for the research were perceptual service quality of the fashion retail store influences the perceptual quality of the brand and different dimensions of retail service quality influences significantly the perceptual quality of the brand. Significant relationship between perceptual quality of the retail store and perceptual quality of the brand has been established. Cluster analysis was done first by hierarchical method to deduce number of clusters which can be formed, and then the data was further processed through Ward Method in K-Means Cluster Method. Four differentiating segments were concluded with discrete characteristics. The study also attempted to understand the influence of three factors, store outlet/format, assistance and exclusive range, on customer preference. Utility of all the eight options was calculated through conjoint analysis according to the preferences of the customers.
1) Location is an important factor for retailers, as around 90% of retail sales occur in stores. Selecting the right market area and specific store location requires extensive decision making.
2) Retailers must understand their target customers and competitors' customers to select the best market and location. Demographic and geographic factors like population characteristics, transportation access, and local interests are important.
3) Various analytical tools can be used to evaluate potential trading areas and select optimal store locations, including trading area analysis, gravity models, and indices of retail saturation. Factors like population, income, competition, and travel time influence what locations will be most successful.
Marchindising mix and store environment at bigbazarProjects Kart
The document discusses store environment and merchandising mix in retail stores. It focuses on how these factors influence customer satisfaction levels. Specifically, it examines the store environment and merchandising mix at Big Bazaar stores in India. The objectives are to determine customer satisfaction with the store environment and merchandising mix, analyze how these factors influence satisfaction levels, identify which product sections have effective merchandising, and determine how to improve the store environment. The research methodology involves surveys of Big Bazaar customers to collect primary data on perceptions of the store.
The study of Factors Affecting Consumer Preferences of Shopping at Organized ...IJAEMSJORNAL
The organized retail sector has experienced profound shift in the last decade due to change in the social, cultural & business environment. The primary focus of this research paper is consumer behavior & their shift towards organized retail shopping from traditional unorganized retail shopping taking into consideration of their purchasing pattern as well as shift in their perception which changes during their course of organized retail shopping experience. And also to check the hypothesis that the consumers prefer organized retail because of heavy discounts, ease of access and service delivery.This paper also highlights the challenges faced by retail industry.
The document outlines a marketing plan for a proposed shopping complex targeted at Generation X customers. It discusses the business idea, objectives, target market, market analysis, competitor assessment, and proposed marketing strategy. The marketing strategy involves a "pioneer strategy niche penetration" approach to maintain a leading market share position among Generation X customers through heavy advertising and promotions.
This document provides an overview and summary of a project report on the retail industry in India. It discusses the growth of the organized retail sector in India with the introduction of modern retail formats like supermarkets and malls. It also profiles Vishal Retail Ltd, one of the largest retail chains in India, describing its history, products offered, functional departments and store organization. The document outlines the structure of the retail industry and defines key terms like retailers, wholesalers and manufacturers.
This document provides an overview and summary of key topics from Chapter 9 of a class, including defining markets and different types of markets, developing target market strategies, selecting target markets through analyzing demand patterns and market segmentation approaches, concentration and multisegment strategies for targeting markets, criteria for segmentation, and variables that can be used for segmentation such as demographic, geographic, psychographic, and behavioral variables. The chapter discusses concepts like homogeneous vs clustered vs diffused demand, and using single vs multi-variable segmentation. Examples are provided throughout to illustrate different targeting strategies and segmentation approaches.
1) Big Bazaar is a large retail chain in India owned by Future Group with over 250 stores. It uses a supply chain and logistics network to move products from vendors and manufacturers to regional distribution centers and then to stores.
2) Inventory is managed using a automated replenishment system to monitor stock levels. Different categories of products use different inventory management strategies like cycle counts for FMCG.
3) Stores are designed for easy navigation and visibility of products. Visual merchandising and pricing strategies aim to provide customers a convenient and low price shopping experience.
This document discusses retail market segmentation and factors to consider when choosing a retail location. There are various location options for retailers, including freestanding isolated stores, being part of a business district, or being part of a shopping center. When choosing a location, retailers should consider the target audience, merchandise, traffic, accessibility, competition, and amenities. Several theories can be used to evaluate potential trade areas, including the Herfindahl-Herschman Index, Index of Retail Saturation, Reilly's Law of Retail Gravitation, Central Place Theory, and Huff's Model. Market segmentation involves dividing the market into distinct groups based on characteristics like geography, demographics, psychographics, and behaviors.
Consumer behavior towards leading organized f&g retail.Devriti's share.
Devriti R.L.Rana conducted a study on consumer behavior towards leading organized food and grocery retailers in Noida, India. The study aimed to understand consumer perceptions and how demographics influence shopping decisions. A survey was administered to 300 consumers in Noida who shop at Food Bazaar, Spencer's Retail, Easy Day, and Safal Pure Veg. The findings showed that demographics like gender and age impact shopping preferences. Food Bazaar was the most preferred retailer due to factors like discounts, payment options, and variety. The report provided recommendations for retailers to improve customer satisfaction and loyalty.
This document provides a syllabus for a retail management course. The syllabus covers three units: (1) an introduction to retailing including different types of retailers and their functions; (2) choosing a store location including site selection and store design; and (3) merchandising management including organizing buying processes, branding strategies, and store layout. The document also provides additional context about retailing including defining retailers and their role in the supply chain, the functions they perform like sorting products and providing additional services to consumers, and activities like arranging product assortments and breaking bulk quantities into smaller units.
1511. consumer behaviour in the indian retail sectorJaved Khan
This document provides an overview of consumer behavior in the Indian retail sector. It begins with an introduction to the topic and definitions of key terms. It then reviews literature on the history and current state of retailing in India, distinguishing between unorganized and organized retail formats. The document outlines the objectives, scope and methodology of the project report, which examines factors that influence shopper behavior in India. It also provides retail summaries and profiles of popular retail stores and formats in India.
The document discusses creating a masthead for a music magazine called E.X. The author chose a style similar to magazine Q but made it uniquely identifiable as the E.X. brand. They developed several concept ideas for the masthead and presented them to 20 people who selected their preferred option. Further feedback from over 400 Facebook friends was also overwhelmingly positive. To create the chosen design, the author inserted a red box in PowerPoint and added the letters E and X in white font, adjusting their position for the perfect look. The final masthead stands out against magazine images.
Este documento presenta un curso de inglés para el turismo centrado en restaurantes. El curso enseña saludos, números, meses, días de la semana, parentescos y otras palabras y frases útiles divididas en lecciones. La Lección I contiene vocabulario básico como saludos, despedidas, pronombres y alfabeto. Explica la pronunciación de las palabras en inglés usando letras del alfabeto español.
This document discusses store locations and site evaluation. It begins by outlining the objectives and importance of choosing a store location. Key factors in choosing a location include population size, competition, transportation access, and property costs. The document then discusses different types of locations like isolated stores, unplanned business districts, and planned shopping centers. It also covers trade area analysis and factors for evaluating specific cities and sites.
The document provides an overview of the Retail Course 201. It discusses the size and structure of retail in India compared to other parts of the world. It then covers the history and emergence of organized retail formats in India like hypermarkets, supermarkets, and malls. The document also discusses concepts like trading area analysis, site selection factors, and the importance of product, price, place, and promotion for retail. The course aims to help students understand the process of planning, setting up, and managing a retail store.
Factors Leading to Brand Sales – Tracking the Consumers of the Bakery Chains ...Atish Chattopadhyay
This document analyzes the bakery market in Kolkata, India. It profiles 7 major bakery chains and examines their marketing strategies and positioning. Through consumer surveys and data analysis, it is found that:
1) Brand preference and being a "favorite" brand leads to higher average purchase amounts.
2) Special occasion purchases are significantly higher than normal purchases.
3) A positioning map shows Kookie Jar has a distinctive position of high quality and value, while other brands are perceived as similar along quality and economic dimensions.
4) The market segments based on income, and brands target different segments through pricing - with Kookie Jar targeting super premium customers.
This document discusses research on customer buying behavior and satisfaction levels at Big Bazaar and DMart hypermarkets in India. It provides background on the changing retail landscape in India with the rise of department stores, hypermarkets, malls, and branded outlets. The study aims to understand current customer tastes, needs, and preferences when shopping at these modern retail formats. It outlines the research methodology, including primary data collection through customer and retailer surveys in four cities in Western Maharashtra, as well as secondary data collection from sources like books, journals, newspapers and the internet. The sample size of the study is 500 customers equally distributed across the four cities.
This document discusses a study on the low pricing strategy of Big Bazaar, a large retail chain in India. It provides background on India's rapidly growing retail sector and the importance of modern pricing strategies. Big Bazaar has been very successful with its strategy of offering world-class products at affordable prices. The study aims to analyze how Big Bazaar's low pricing approach has contributed to its success and led it to become one of the largest hypermarket chains in India.
The study was been conceptualized to study the effect of retail service quality on the consumer decision making process for a brand selection. Therefore, to create a distinct position in the marketplace, retailers are focusing on retail service quality that gives a competitive advantage to the company. Exploratory factor analysis was run to understand the retail service quality factors in fashion retail market with relevance to the brand, Moustache. Six components were extracted through Varimax method and rotated component matrix, namely store presentation/display, convenient facilities, problem solving, temperature, store layout and personal interaction. For regression analysis, the hypothesis developed for the research were perceptual service quality of the fashion retail store influences the perceptual quality of the brand and different dimensions of retail service quality influences significantly the perceptual quality of the brand. Significant relationship between perceptual quality of the retail store and perceptual quality of the brand has been established. Cluster analysis was done first by hierarchical method to deduce number of clusters which can be formed, and then the data was further processed through Ward Method in K-Means Cluster Method. Four differentiating segments were concluded with discrete characteristics. The study also attempted to understand the influence of three factors, store outlet/format, assistance and exclusive range, on customer preference. Utility of all the eight options was calculated through conjoint analysis according to the preferences of the customers.
1) Location is an important factor for retailers, as around 90% of retail sales occur in stores. Selecting the right market area and specific store location requires extensive decision making.
2) Retailers must understand their target customers and competitors' customers to select the best market and location. Demographic and geographic factors like population characteristics, transportation access, and local interests are important.
3) Various analytical tools can be used to evaluate potential trading areas and select optimal store locations, including trading area analysis, gravity models, and indices of retail saturation. Factors like population, income, competition, and travel time influence what locations will be most successful.
Marchindising mix and store environment at bigbazarProjects Kart
The document discusses store environment and merchandising mix in retail stores. It focuses on how these factors influence customer satisfaction levels. Specifically, it examines the store environment and merchandising mix at Big Bazaar stores in India. The objectives are to determine customer satisfaction with the store environment and merchandising mix, analyze how these factors influence satisfaction levels, identify which product sections have effective merchandising, and determine how to improve the store environment. The research methodology involves surveys of Big Bazaar customers to collect primary data on perceptions of the store.
The study of Factors Affecting Consumer Preferences of Shopping at Organized ...IJAEMSJORNAL
The organized retail sector has experienced profound shift in the last decade due to change in the social, cultural & business environment. The primary focus of this research paper is consumer behavior & their shift towards organized retail shopping from traditional unorganized retail shopping taking into consideration of their purchasing pattern as well as shift in their perception which changes during their course of organized retail shopping experience. And also to check the hypothesis that the consumers prefer organized retail because of heavy discounts, ease of access and service delivery.This paper also highlights the challenges faced by retail industry.
The document outlines a marketing plan for a proposed shopping complex targeted at Generation X customers. It discusses the business idea, objectives, target market, market analysis, competitor assessment, and proposed marketing strategy. The marketing strategy involves a "pioneer strategy niche penetration" approach to maintain a leading market share position among Generation X customers through heavy advertising and promotions.
This document provides an overview and summary of a project report on the retail industry in India. It discusses the growth of the organized retail sector in India with the introduction of modern retail formats like supermarkets and malls. It also profiles Vishal Retail Ltd, one of the largest retail chains in India, describing its history, products offered, functional departments and store organization. The document outlines the structure of the retail industry and defines key terms like retailers, wholesalers and manufacturers.
This document provides an overview and summary of key topics from Chapter 9 of a class, including defining markets and different types of markets, developing target market strategies, selecting target markets through analyzing demand patterns and market segmentation approaches, concentration and multisegment strategies for targeting markets, criteria for segmentation, and variables that can be used for segmentation such as demographic, geographic, psychographic, and behavioral variables. The chapter discusses concepts like homogeneous vs clustered vs diffused demand, and using single vs multi-variable segmentation. Examples are provided throughout to illustrate different targeting strategies and segmentation approaches.
1) Big Bazaar is a large retail chain in India owned by Future Group with over 250 stores. It uses a supply chain and logistics network to move products from vendors and manufacturers to regional distribution centers and then to stores.
2) Inventory is managed using a automated replenishment system to monitor stock levels. Different categories of products use different inventory management strategies like cycle counts for FMCG.
3) Stores are designed for easy navigation and visibility of products. Visual merchandising and pricing strategies aim to provide customers a convenient and low price shopping experience.
This document discusses retail market segmentation and factors to consider when choosing a retail location. There are various location options for retailers, including freestanding isolated stores, being part of a business district, or being part of a shopping center. When choosing a location, retailers should consider the target audience, merchandise, traffic, accessibility, competition, and amenities. Several theories can be used to evaluate potential trade areas, including the Herfindahl-Herschman Index, Index of Retail Saturation, Reilly's Law of Retail Gravitation, Central Place Theory, and Huff's Model. Market segmentation involves dividing the market into distinct groups based on characteristics like geography, demographics, psychographics, and behaviors.
Consumer behavior towards leading organized f&g retail.Devriti's share.
Devriti R.L.Rana conducted a study on consumer behavior towards leading organized food and grocery retailers in Noida, India. The study aimed to understand consumer perceptions and how demographics influence shopping decisions. A survey was administered to 300 consumers in Noida who shop at Food Bazaar, Spencer's Retail, Easy Day, and Safal Pure Veg. The findings showed that demographics like gender and age impact shopping preferences. Food Bazaar was the most preferred retailer due to factors like discounts, payment options, and variety. The report provided recommendations for retailers to improve customer satisfaction and loyalty.
This document provides a syllabus for a retail management course. The syllabus covers three units: (1) an introduction to retailing including different types of retailers and their functions; (2) choosing a store location including site selection and store design; and (3) merchandising management including organizing buying processes, branding strategies, and store layout. The document also provides additional context about retailing including defining retailers and their role in the supply chain, the functions they perform like sorting products and providing additional services to consumers, and activities like arranging product assortments and breaking bulk quantities into smaller units.
1511. consumer behaviour in the indian retail sectorJaved Khan
This document provides an overview of consumer behavior in the Indian retail sector. It begins with an introduction to the topic and definitions of key terms. It then reviews literature on the history and current state of retailing in India, distinguishing between unorganized and organized retail formats. The document outlines the objectives, scope and methodology of the project report, which examines factors that influence shopper behavior in India. It also provides retail summaries and profiles of popular retail stores and formats in India.
The document discusses creating a masthead for a music magazine called E.X. The author chose a style similar to magazine Q but made it uniquely identifiable as the E.X. brand. They developed several concept ideas for the masthead and presented them to 20 people who selected their preferred option. Further feedback from over 400 Facebook friends was also overwhelmingly positive. To create the chosen design, the author inserted a red box in PowerPoint and added the letters E and X in white font, adjusting their position for the perfect look. The final masthead stands out against magazine images.
Este documento presenta un curso de inglés para el turismo centrado en restaurantes. El curso enseña saludos, números, meses, días de la semana, parentescos y otras palabras y frases útiles divididas en lecciones. La Lección I contiene vocabulario básico como saludos, despedidas, pronombres y alfabeto. Explica la pronunciación de las palabras en inglés usando letras del alfabeto español.
The document provides a summary of Karuppasamy Velchamy's experience and qualifications as a chef. It details over 16 years of experience managing kitchens in 5-star hotels and restaurants. It also lists his areas of expertise, which include menu planning, recipe creation, food production, budgeting, and team management. His objective is to obtain a position as a chef in Australia.
This course covers statistical methods for data mining and machine learning, including linear regression and classification, nonparametric methods, generalized additive models, and tree-based methods. Students will complete homework assignments, a midterm exam, and a final project analyzing a dataset of their choice. The project involves formulating a research question, applying course techniques to answer it, and presenting results in a written report. Evaluation is based on homework, exams, and the final project. The course uses the R programming environment.
The document describes the process of creating a contents page for a magazine. It discusses inserting the magazine masthead logo, adding the date and article titles in different fonts. Feedback was received noting the page needed images, so the creator added two casual photos of the magazine's theme star. A final draft was made and tested on 30 people, with 26 saying it appealed to them, validating the contents page design.
The document discusses factors that influence bystander intervention such as awareness, skills, empathy, group size, and personal responsibility. It notes that most people will witness violence but not commit violent acts, and that failing to intervene sends a message that the harmful behavior is acceptable. The document outlines what issues bystander intervention can help address, like sexual assault, bullying, and discrimination. It provides steps and response choices for effective bystander intervention.
This document discusses test doubles and the Mockito API for creating mock objects in unit tests. It defines common test double types like stubs, mocks, spies and fakes. Mockito allows creating mock objects to verify interactions with and behavior of dependencies. The document provides examples of using Mockito to create mock objects, set expectations and verify behaviors. It cautions against misusing mocks and outlines some Mockito limitations. It also presents a tire pressure monitoring system kata to practice writing unit tests using Mockito.
The document discusses how magazines use visual design elements like large prominent images of popular artists, high color contrast, and strategic text placement to draw readers' attention to articles and promote sales. Key details like the artist's name and exclusive content are emphasized over the magazine brand or masthead. Images and quotes about the artists are used to attract readers, especially fans of that music genre or celebrity. The visual hierarchy and emphasis on artists over other elements ensures readers will notice and be drawn to articles about their favorite stars.
Small Business Success – Case of Sugar & Spice in KolkataAtish Chattopadhyay
This document provides a case study of Sugar & Spice, a bakery chain in Kolkata, India. It discusses the company's founding in 1990 by Supriya Roy to satisfy changing consumer tastes. It details Sugar & Spice's product offerings, focus on quality and affordability. The summary also notes the company's franchise management system was key to its expansion, growing to 58 outlets in Kolkata generating $150 million in annual revenue.
Creating Measurable Learning Objectives and Completing an Alignment DocumentTeresa Potter
This document discusses how to write measurable learning objectives for courses and modules. It begins by outlining the key things students should be able to do after completing a workshop on learning objectives, such as distinguishing between course and module objectives. It then provides examples of measurable learning objectives using action verbs and discusses how to ensure objectives are specific, measurable, attainable, relevant and time-bound. The document emphasizes writing objectives that describe behaviors students will demonstrate and end with the student as the subject. It also provides guidance on sequencing objectives across a course's modules and lessons and aligning objectives with assessments and learning activities.
The document discusses Porter's three generic strategies of cost leadership, differentiation, and focus. It describes how cost leadership can be achieved through high asset turnover, low operating costs, and supply chain control. Examples provided are Air Deccan and Tata Nano. Differentiation is achieved through unique product features that customers perceive as worth a premium price. Examples include Hero Honda and Apple. Focus strategy targets a niche market segment through either low costs or differentiation tailored to that segment's needs, like BMW targeting a luxury niche.
The document discusses factors that influence bystander intervention such as awareness, skills, empathy, group size, and personal responsibility. It notes that most people will witness violence but not commit violent acts, and that failing to intervene sends a message that the harmful behavior is acceptable. The document outlines what issues bystander intervention can help address, like sexual assault, bullying, and discrimination. It provides steps and response choices for effective bystander intervention.
7 b - estudo de caso - ppra modelo - documento básicoZacarias Junior
Este documento apresenta o Programa de Prevenção de Riscos Ambientais (PPRA) de uma empresa para o ano de 2016/2017, com o objetivo de controlar riscos ambientais nos locais de trabalho e preservar a saúde dos funcionários. Ele descreve informações sobre a empresa, objetivos, abrangência, cronograma de atividades e metodologia para identificar, avaliar e controlar riscos ambientais como ruído, poeiras e produtos químicos.
The document discusses strategies for engaging new employees beyond onboarding. It emphasizes creating an experienced-based and new employee-centric approach focused on immersion and learning. Key aspects include assigning workspaces and preparing a productive environment before the employee's start date. During immersion and learning, orientation provides information on the department, role, and company culture. Engagement of new employees is critical and driven by factors like meaningful work, leadership commitment, and relationships with managers and mentors. The manager plays a central role in engaging employees and building commitment through orientation, feedback, and networking opportunities. The goal is to shorten time to contribution and make integration an exciting experience.
Calm Technology | Inbound 2015 Bold TalkAmber Case
Our world is made of information that competes for our attention. What is needed? What is not? We cannot interact with our everyday life in the same way we interact with a desktop computer. Technology shouldn’t require all of our attention, just some of it, and only when necessary.
The terms calm computing and calm technology were coined in 1995 by PARC Researchers Mark Weiser and John Seely Brown in reaction to the increasing complexities that information technologies were creating. Calm technology describes a state of technological maturity where a user’s primary task is not computing, but being human.
The idea behind Calm Technology is to have smarter people, not things. How can our devices take advantage of location, proximity and haptics to help improve our lives instead of get in the way? How can designers can make apps “ambient” while respecting privacy and security? This talk will cover how to use principles of Calm Technology to design the next generation of connected devices. We’ll look at notification styles, compressing information into other senses, and designing for the least amount of cognitive overhead.
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These are slides from INBOUND's conference Sept 9, 2015 in Boston, MA.
The document provides an overview of organized retail in India and describes research conducted on customer buying behavior at hypermarkets. It discusses the changing retail landscape in India with the rise of department stores, hypermarkets, malls, and branded retail outlets. The document then describes two large hypermarkets - Big Bazaar and D-Mart - and provides details on their history and product offerings. It outlines the objectives and methodology of the research, which included surveys of 500 customers at stores in four cities in Western Maharashtra. The literature review discusses previous research on customer motivations and behaviors at malls.
Research Report On Consumer Buying Behavior In Shopping Mallpugs_rockon
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A study on buying behavior of customers in big bazaarPrakash Royal
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The document discusses issues related to urban shopping malls in Australia. It provides background on the size and economic impact of the Australian shopping mall industry. The research objectives are to explore current and future consumer and retailer issues influencing mall success, likely future trends, and how malls can adapt. A literature review covers topics like shopper typologies, utilitarian vs. hedonic shopping motives, and the rise of experiential consumption. Interviews with industry experts revealed several themes, including the importance of food offerings, demand for innovation, and the need to leverage emerging technologies and define a strategic point of difference. The success of malls relies on their ability to evolve by determining their community role and harnessing new opportunities.
This document discusses a case study of customer expectations and satisfaction at Big Bazaar retail stores in Baroda, India. It begins with an introduction to the retail industry and Big Bazaar. A literature review is then presented on previous studies related to customer expectations, satisfaction, and organized retail. The SERVQUAL model for measuring service quality expectations across five dimensions is described. The study aims to identify customer expectations and satisfaction levels towards Big Bazaar stores using the SERVQUAL dimensions. A survey was conducted with 100 customers and results found that satisfaction levels were positive but expectations were greater than satisfaction.
This document discusses the growing phenomenon of mall management in the Indian retail industry. It notes that while organized retailing in India is growing at 35% annually, proper mall management will be critical to the success of malls and the retail industry. Currently, mall management in India is limited and lacks dedicated firms, but large developers either have internal mall management teams or outsource to international consultants. The document outlines that effective mall management includes positioning the mall, determining the optimal tenant mix and placement through zoning, carrying out promotions and marketing activities, and managing facility operations and finances. It provides an example of the Forum Mall in Bangalore that has been successful due to its superior zoning and tenant mix, maintained through effective mall management practices.
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Determinants of Leisure Shopping Behaviour: An Empirical study among Consumer...IJRTEMJOURNAL
Shopping is widely regarded as a major leisure time activity. The entertainment aspect of retail
industry is increasingly being recognized as a key competitive instrument in the present situation. Therefore,
retailers and shopping Centre developers are seeking ways to make shopping more of a leisure pursuit. The
purpose of this research is to explore the dimensions of leisure shopping behaviour associated with shoppers of
organized retail outlets in Kerala. The paper also figured-out the inter relationship between the shopping
entertainment with consumer demographics. The findings of this study may help retailers in developing
appropriate strategies to improve the store patronage behaviour by elevating the hedonic shopping value and
shopping enjoyment index among consumers.
Study on comparative analysis of product sales with reference to selected sto...NeeharikaAmba
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Recent Rrends in Organized Retail Sector-A Review of Consumer preference towa...professionalpanorama
Retailing is the transaction between the seller and consumer for personal consumption and
retailing in India came with evolutionary patterns from kirana store or mom or pop stores to
super markets and super markets to malls. Indian retail industry is ranked as one of the
biggest retail market in the whole world and second most attractive market for investment
after Vietnam. The government’s initiative to allow 51 percent foreign direct (FDI) in
organized and multi-brand retail has been a subject for now. Rajasthan's economy is
primarily agricultural and pastoral. Jaipur, the capital of Rajasthan, is a fast growing city of
Rajasthan and organized retail is also becoming the part of this growth. This paper provides
detailed information and tries to find out the preference of consumers towards organized
retail sector; it also examines the growing awareness and brand consciousness among
Jaipur’s young buyers and prospective consumers. This paper explores the role of the
government of Rajasthan in growth of organized retail sector and the needs of further
reforms. It also includes the retail formats in Jaipur, recent trends, opportunities and
challenges of retail stores of Jaipur.
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Consumer is prime factor in retailing. A customer
can adapt various buying roles like initiator, influencer,
decider, buyer, preparer, maintainer and disposer in
purchasing and using the products. Buying behavior helps
marketers learn the intensity and degree of involvement of
customers in purchasing the products. Studies that link
customer service to factors such as demographic,
psychographic characteristics and store format choice are
rather limited and under studied despite the fact of the
discovery that individual characteristics of consumers
influence their shopping behavior. Despite its importance
and its contribution toward better understanding of
consumer purchasing behavior, there is still lack of research
in this area especially in the retail sector. In validating the
measurements and investigating 650 questionnaires were
filled by shoppers. The research concluded with a
discussion on management implications as well as
recommendations that suppliers should supply the good
in shopping malls through considering their demographic
and psychographic responses.
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Recent trends in organized retail sector a review of consumerTapasya123
Retailing is the transaction between the seller and consumer for personal consumption and
retailing in India came with evolutionary patterns from kirana store or mom or pop stores to
super markets and super markets to malls. Indian retail industry is ranked as one of the
biggest retail market in the whole world and second most attractive market for investment
after Vietnam. The government’s initiative to allow 51 percent foreign direct (FDI) in
organized and multi-brand retail has been a subject for now. Rajasthan's economy is
primarily agricultural and pastoral. Jaipur, the capital of Rajasthan, is a fast growing city of
Rajasthan and organized retail is also becoming the part of this growth. This paper provides
detailed information and tries to find out the preference of consumers towards organized
retail sector; it also examines the growing awareness and brand consciousness among
Jaipur’s young buyers and prospective consumers. This paper explores the role of the
government of Rajasthan in growth of organized retail sector and the needs of further
reforms. It also includes the retail formats in Jaipur, recent trends, opportunities and
challenges of retail stores of Jaipur.
The document discusses the evolution of the retail buying process from traditional to modern. Traditionally, retail buying was viewed as a subset of industrial buying behavior, which focused on making coherent decisions between products and suppliers. However, the modern retail buying process is more complicated and diverse, requiring involvement in activities across the value chain such as product development, market analysis, and brand management. Key influences that were omitted from traditional models include private brands, retail organization structure, use of information technology, and incorporating customer experience. The modern process encompasses tasks of product management beyond just buying, including pricing, promotion, and inventory management. Category management and quick response strategies are now data-driven approaches used in the retail buying process.
Using Of Target Customer Purchase Information In Retail Chain ManagementAntti Syväniemi
This document describes a normative model for using target customer purchase information in retail chain management. It discusses segmenting customers and understanding their needs to tailor products, services, and store locations. The model aims to direct retail processes based on changed market conditions. It emphasizes the importance of intra-organizational collaboration and a customer-centered approach using customer relationship management and process management. The document outlines key retail business processes and the data needed, such as customer purchase histories, to better meet customer needs across different customer touchpoints.
International Journal of Business and Management Invention (IJBMI)inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online
A Study on Customer Perception on Retail Services in Select Organized Retail ...Sunil Krishna
Organized retailing in India has been maturing by passing
through many trends with the entry of many big players
trying to build and strengthen their retail business. And in
the light of this situation some feel that the perception of
the customer may loose out their existence. The study
revealed that although organized retail is relatively new
concept in the semi urban area, yet a clear cut perception
has been establishes in the minds of shoppers in semi
urban areas like kadapa city, A.P. In this regard, the data
was collected on 11 factors about the organized retail
store.
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A Study of Marketing Strategies of Selected Tiny
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This document provides an overview of a course on Retail Shopper Marketing taught by Dr. Atish Chattopadhyay. The course will have 18 sessions over 70 minutes each. It will focus on understanding shopper behavior in both modern and traditional retail environments in developing countries like India. Key topics will include retail formats, category planning, shopper segmentation, and creating shopper marketing initiatives. Evaluation will be based on a field project, assignments, case analyses, and presentations. The goal is for students to learn how to develop effective shopper strategies across different retail channels.
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Extracting factors to investigate Consumer attitudes Using SPSSAtish Chattopadhyay
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User Perception of the Retail Loyalty Programs in the City of Kolkata, IndiaAtish Chattopadhyay
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Mahindra & Mahindra is exploring launching a small SUV in India. As the market leader in utility vehicles with 65% market share, M&M does not currently have a presence in the growing small SUV segment. This presents an opportunity for M&M to tap into the potential of the small SUV market and fill a gap in its product portfolio. The document discusses the automotive industry in India, particularly the small car segment, and analyzes whether M&M is well positioned to enter the small SUV market.
Successful Bakery Retailing – Case of Monginis in KolkataAtish Chattopadhyay
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Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
The Influence of Marketing Strategy and Market Competition on Business Perfor...
Shopper Perceptions in the face of global competition – Case of Shopping Centers of Kolkata, India
1. Shopper Perceptions in the face of global competition – Case of
Shopping Centers of Kolkata, India
Present affiliation of Authors
Dr. Atish Chattopadhyay
Professor of Marketing, SPJIMR, India
atishc@spjimr.org
And
Dr. Kalyan Sengupta
Professor of IT and Systems, IISW&BM, Kolkata, India
kalyansen2002@yahoo.co.uk
(Paper Presented at the Conference on Global Competitiveness at IIM-Kozhikode, 25-26
March, 2006)
1
2. 1. Introduction
The retailing industry in India, estimated at INR 930,000 crores (2003-04) is expected to
grow at 5 percent per annum. The size of the organized retailing market in 2004 stood at
INR 28,000 crores, thereby making up a mere 3 percent of the total retailing market. The
retail revolution in India has provided a much wider range and depth of products for the
Indian consumers along with a choice of retail destination that reflect global formats.
The late 1990s witnessed the proliferation of well endowed modern malls which caused
the older shopping destinations to move down the scale. Shopping malls have now
become the visible face of Indian retail. There are over two hundred malls in planning or
under construction stage throughout India. Over 35-40 million square ft. of new retail
space may come to the market in the next 12-24 months (including re-developments) in
over 50 cities across the country. Further, by 2010, 500-600 malls occupying approx 120
million square ft. are at various stages of planning at this point in time. Indian retailing
have witnessed fundamental shifts in the shopping behavior of customers (India Retail
Report, 2005).
United States which has been a fore runner in the evolution of the organized retailing
witnessed the emergence of malls in the 1950s. In 1960s, Express highways took
organized retail to smaller town in US like the Wal-Mart (1962) and Gap (1969). In
1970s value retail chains gained prominence and competition dictated the course in the
US. This was the period when growth of retail gained at the expense of competition and
volumes became the name of the game. The 1980s saw retail developments in the US in
two distinct fronts – Off-price retailing as compared to Mega Malls with unique shopping
experience. It may be noted that the evolution of organized retail may hold certain
lessons for retailers in developing economies like India.
With the imminent opening of the retail sector by the Government of India and easing of
FDI norms, global retailers like Wal-Mart, Carrefour, Tesco and Home Depot will in all
probability enter India. “The battle with Wal-Mart is not about money, or low prices, but
for the mind space of customers” says Kishore Biyani of Pantaloons, India (Dasgupta,
2005). Experts opine that right positioning will be the key to success of shopping malls
2
3. in India in the face of increased competition. The paper aims to study the existing
customer perception of the shopping centers of in the city of Kolkata, India.
2. Background Literature
Consumers today have a growing choice of shopping destination which includes
freestanding stores, retail parks, malls, specialty and festival centers, and ancillary
retailing (Guy, 1994), as well as an increasing variety of home shopping by mail,
computer, television and telephone. Shopping centers can no longer rely on a captive
market, and there is an increasing need for centers to compete and to market themselves
effectively.
Since the early – 1990s the need for effective marketing of shopping centers has been
brought into sharp focus. In extreme cases, some schemes have required repositioning or
conversion to other land uses (Houlder, 1992). Some American mall operators have been
accused of marketing myopia (Turchiano, 1990) and centers have been urged to strive for
market dominance as never before (Gruen, 1993). Shopping centers need to plan for the
newly competitive environment.
Definition of “shopping centers” focus on their fundamental differences compared to
traditional high street retail locations – i.e. planned developments that are managed and
marketed as a unified whole (Guy, 1994). Often implicit is the suggestion that shopping
centers are coherently and proactively marketed, and that centers typically have a strong
marketing profile (Guy, 1994). However, many studies have pointed out the noticeable
lack of marketing orientation among shopping centers (e.g. Cooke, 1993). Howard
(1995) blames the property management emphasis in the industry and there is also
confusion as to what marketing actually means in the context of shopping centers.
The marketing task for managed shopping centers may be viewed as offering of a service
for targeted consumers to gain convenient access to a desirable mix of retailers within the
managed environment that provides a satisfying and safe shopping and leisure experience
(Kirkup and Rafiq, 1999). This definition differentiates “managed shopping centers”
3
4. from other forms of shopping destinations like High Streets, Department Stores, home
Shopping etc. The marketing task for shopping centers includes major decisions to be
made prior to the opening of the center – relating to design of the center, location and
market positioning.
There exist a range of studies on the design and development process (e.g. Dawson,
1983; Beddington, 1991), center success and failure factors (e.g. Ordway et al., 1988),
occupancy dynamics (Kirkup and Rafiq, 1994a), and discussions on particular aspects of
shopping center management such as tenant relationships and their implications for
management. However, little research has been undertaken on the marketing issues with
respect to shopping centers.
The current research addresses the issue of understanding the shopper’s needs and
shopping behavior, so that shopping center managers can meet today’s market challenges
effectively.
3. Methodology
The research was carried out empirically by using a number of shopping centers of
similar nature. Our approach was comparative in nature. The steps adopted in our study
were (1) identification of the shopping centers under study and their profile (2) customer
survey to measure perception of the shopping centers (3) interpretation of marketing
strategies of shopping centers in the light of the perception of shoppers.
In step 1, we looked for a homogenous market in the city of Kolkata, which was
dominated by small firms and important in terms of growth and opportunity. In step 2 we
were concerned about the shopper perception with respect to the shopping centers. For
this purpose, a customer survey was conducted. A questionnaire was designed for the
purpose of extracting information on the following – (1) customer characteristics of
respondents (2) General characteristics of the shopping centers (3) Ratings of a number
of selected parameters to evaluate customer’s perception on a five point scale. Also, level
of importance for such individual parameter was collected on a five point scale. The
4
5. overall quality factors in our case were derived through factor analysis technique. Cluster
analysis was then performed to identify grouping among shoppers and their orientation
towards specific factors which influences choice. Finally, the marketing strategies of the
shopping centers were evaluated qualitatively.
As mentioned earlier, with the imminent opening of the retail sector by the Government
of India and easing of FDI norms, shoppers’ perception may be critical the success factor.
Thus, it was important to study present perception of shoppers of the shopping centers in
India. A set of prominent shopping centers in the city of Kolkata were chosen, namely 22
Camac Street, Forum, Vardaan, New Market, Metro Plaza, City Center and Metropolitan
(abbreviated names CS, Frm, Vdn, NM, MP, CC, Mpol).
Typical marketing strategies of the shopping centers were studied through case study
method. The case studies were developed based on business reports and direct interviews
with top level managers/owners of the firms based on their perception of the target
segment and competition. Also, the shopping centers were studied by way of visits,
collection of catalogs, promotional materials like advertisements etc.
The consumer survey was based on simple random sampling. Target population was
those who visited the shopping centers in the city of Kolkata. The study was based on
data collected in 2005 through a sample survey which included respondents’
demographic attributes, shopping motivations, situational factors and purchase behaviors.
The sample frame consisted of existing large shopping malls where customers were
interviewed as they left the centers. Randomized selection procedure was used whereby
interviewers walked from exit door to exit door consecutively, approaching the shopper
as he or she exited the mall (Sudman, 1980). These respondents were approached and
from which 408 agreed to be interviewed. Finally, 389 respondents filled in the
questionnaire, which was the sample size. Through the questionnaire, an attempt was
made to gather facts about the most recent purchase and perception of the shopping
centers the respondents were aware of. As far as the scale for measuring the perception of
the shopping centers was concerned, a pilot survey was conducted to identify the
5
6. parameters. In the pilot survey, a set of 16 parameters was given to respondents and only
12 parameters were found to be suitable for the purpose.
4. Result and Discussions
4.1 Profile of the Shopping Centers
Kolkata was flooded by numerous mall projects recently. Forum was promoted by
Sunsam Properties on Elgin Road, City Center in Salt Lake by Bengal Ambuja and
Metropolitan by Calcutta Metropolitan Group on the E M Bypass. The other popular
shopping centers of the city are Vardaan Market, Metro Plaza, 22 Camac Street and New
Market. New Market is the oldest and located in the heart of the city since the British Raj.
Vardaan and Metro Plaza are more of shopping complexes than organized malls. Vardaan
Market is a combination of small retail stores with various types of merchandise. Metro
Plaza is also developed on the same format that of Vardaan Market and comprises of
small retail stores with very few branded retail formats. 22 Camac Street is a combination
of office complexes, eating joints and retail stores. It houses offices of Bengal Ambuja,
Glaxo Consumer Division and Ernst & Young etc. It also houses large branded retail
formats like Westside, Pantaloons and Planet M. and also Food Joints like Pizza Hut and
Grain of Salt. Most importantly 22 Camac Street is located among the other office
complexes making it a very accessible shopping location for working executives. Metro
Politan is located on the EM By-pass and houses Big Bazar as its anchor. City Centre at
Salt Lake houses a lot of national as well as international branded stores such as
Shopper’s Stop, Jockey, Reebok, Wills Life Style, Planet M, C 3, KFC, Pizza Hut etc. It
is located in the heart of Salt Lake City and thereby attracts shoppers from all locations in
and around Salt Lake.
4.2 Shopper Perceptions
The survey data provided a fair amount of information on shopper perceptions of the
shopping centers. The data set was tested for reliability and was found to be satisfactory.
6
7. The respondents were asked about the shopping center from which they made their last
visit. They were also asked about their favorite shopping destination. It was observed
the approximately 30 percent of the respondents considered Forum to be their favorite
shopping destination followed by 22 Camac Street which was considered favorite by
around 21 percent of the respondents. New Market was considered favorite by around 19
percent of the respondents and City Center by around 13 percent of the respondents. This
clearly demonstrates that New Market has lost its leadership as the preferred shopping
destination of Kolkata (refer to table 1).
It was further observed that around 49 percent of customers purchasing from Forum
considered it to be their favorite shopping destination and the figure was around 51
percent for New Market. This clearly demonstrates that the majority of the population
purchasing from New Market still considers it to be their favorite shopping destination
though its preference among the total shopping population of Kolkata has declined
considerably. It was also interesting to note that 22 Camac Street and City Center were
considered to be their favorite shopping destination by around 45 percent and 34 percent
of the shoppers respectively. It may also be noted that Vardaan Market, Metro Plaza and
Metropolitan enjoys very poor preference amongst the shoppers at less than 10 percent
(refer to table 1).
Table 1: Favorite shopping destination “Purchase from Cross tabulation”
Favorite Shopping Last Purchased Form
Destination CS (%) Frm (%) NM (%) MP (%) CC (%) Mpol (%) Total (%)
CS 44.8 27.0 10.8 10.9 16.4 20.0 21.2
Frm 37.9 49.2 15.4 34.4 9.0 32.7 29.3
Vdn 1.7 3.2 3.1 10.9 7.5 4.6
NM 8.6 6.3 50.8 6.3 22.4 18.2 19.1
MP 5.2 4.8 3.1 18.8 6.0 6.5
CC 1.7 6.3 10.8 9.4 34.3 12.7 12.9
Mpol 1.6 1.5 12.7 2.4
Others 1.6 6.2 9.4 3.0 3.6 4.0
Total 100 100 100 100 100 100 100
Further studies were carried out to investigate why some of the shopping centers
preferred by the shoppers while others were not. Also it would be of interest to
investigate why an erstwhile favorite shopping destination like New Market is no longer
preferred by a vast majority of shoppers of Kolkata.
7
8. Factor analysis was performed on all the quality attributes to investigate presence of
significant factors among the attributes under study. A number of indicative factor were
considered for this purpose. The factors considered were:
i) Value for money
ii) Location
iii) Shop décor
iv) Customer service
v) Variety of shops
vi) Availability of brands
vii) Parking facility
viii)Eating joint/café
ix) Promotional activities
x) Loyalty program
xi) Kids corner
xii) Entertainment
The interviews were asked to assess the shopping centers for each of these factors on a
rating scale. It was also assumed that each of these factors is not considered by the
shoppers to be of equal importance and only a few might be a high importance and the
rest may be of less importance. In order to accommodate these subjective variations, the
respondents were asked to indicate the level of importance attached to each of the factors.
Factor analyses were performed on all the quality attributes to investigate presence of
significance factors among the attributes under study. Factor extractions were done and
corresponding factor rotation were applied (refer to table 2). The shoppers extracted four
factors explaining 15.00, 29.59, 40.95 and 51.90 percent of total variance.
8
9. Table 2: Total Variance Explained
Component Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings
Total % of Variance Cumulative % Total % of Variance Cumulative %
1 2.588 21.565 21.565 1.804 15.029 15.029
2 1.344 11.199 32.764 1.748 14.567 29.596
3 1.203 10.027 42.791 1.363 11.361 40.957
4 1.094 9.113 51.904 1.314 10.947 51.904
It may be observed that the shoppers clubbed parking facility, eating joint/café, kid’s
corner and entertainment as factor 1 which are related to family ‘entertainment’. Value
for money, promotional activities and loyalty program were clubbed by the shoppers as
factor 2 which are mostly related to ‘economy’. Factors related to ‘accessibility and
service’ like shop location, shop décor and customer service were clubbed as factor 3.
Factor 4 was a combination of shop variety and brand availability which may be termed
as ‘range of brands’ (refer to table 3). It may be of interest to note that ‘entertainment’
has emerged as an important factor for the shoppers of Kolkata.
Table 3: Rotated Component Matrix
Component
1 2 3 4
Value for Money -0.359 0.447 0.231 0.219
Location -0.124 0.015 0.726 -0.053
Shop Décor 0.250 0.021 0.673 -0.053
Customer Service 0.049 0.054 0.559 0.243
Variety of Shops -0.012 0.075 0.008 0.761
Availability of Brands 0.183 0.024 0.068 0.707
Parking Facility 0.651 0.026 0.070 0.322
Eating Joint/Café 0.719 0.137 0.062 0.056
Promotional Activities 0.169 0.788 0.035 0.014
Loyalty Program 0.191 0.782 -0.012 0.003
Kids Corner 0.412 0.470 0.010 0.112
Entertainment 0.621 0.255 0.047 -0.051
Extraction Method: Principal Component Analysis
Rotation Method: Varimax with Kaiser Normalization
Since there were four distinct factors influencing the purchase of shoppers in Kolkata,
cluster analysis was performed to identify whether there existed any grouping among
shoppers and their orientation towards specific factors which might influence their
purchase. Four clusters emerged amongst the shoppers of Kolkata (refer to table 4).
9
10. Table 4: Initial Cluster Centers
Cluster
1 2 3 4
REGR factor score 1 for analysis 1 0.07292 0.96490 -0.54240 0.16355
REGR factor score 2 for analysis 1 0.09411 -1.05920 -0.17600 0.39595
REGR factor score 3 for analysis 1 -1.13259 0.46132 -0.13930 0.40834
REGR factor score 4 for analysis 1 0.39235 -0.24460 0.38375 0.17124
Monthly_family_inc 2 4 5 3
Ownership: house 1 1 1 1
Ownership: two wheeler 2 2 2 2
Ownership: car 2 1 1 1
Ownership: PC 2 1 1 1
The first cluster mainly comprised of shoppers having family income up to Rs.20, 000
per month having no ownership of car, personal computer etc. This group of shoppers
was more interested in variety and the range of brands and attached some importance due
entertainment and economy. The second cluster comprised of shoppers having a monthly
family income of Rs.30, 000 to Rs.40, 000 and gave maximum importance to
entertainment and service amongst all the customer groups. They attached to limited
importance to the other factors like economy and variety. The third group of shoppers
comprising of the highest income group with a family income of above Rs.40, 000 per
month were interested only in the brand name and the availability of wide range of
product categories. The fourth group comprising of shoppers having a family income
between Rs.20, 000 to Rs.30, 000 per month constituted the majority of the shoppers
being 35 percent of the total shoppers. This group accorded importance to each of the
four factors and considered economy as well as service and accessibility as the
predominant factors while making their choice of shopping destinations.
It may be observed that each of the 4 clusters belonged to groups having different
monthly family income. Further, investigation was hence undertaken to investigate the
dependency of monthly family income on the choice of shopping centres. An
investigation of income as a discriminating factor for choice of shopping centre shows
that there is dependency on income for the choice of shopping destination. A chi-square
test suggests at a value of 67 (with a degree of freedom 48) that the difference is
significant (Refer to Table 5 and Table 6).
10
11. Table 5: Favourite shopping destination “monthly family income” Cross tabulation
Favourite Shopping Monthly Income
Destination Less than 10000-2000 20000-3000 30000-40 More than
10000 0 0 000 40000
CS 16.3% 28.1% 19.6% 20.0% 12.5%
Frm 18.6% 18.8% 32.0% 32.7% 35.7%
Vdn 5.2% 3.1% 7.3% 3.6%
NM 25.6% 22.9% 18.6% 18.2% 12.5%
MP 9.3% 1.0% 7.2% 1.8% 10.7%
CC 20.9% 14.6% 5.2% 12.7% 14.3%
Mpol 4.7% 3.1% 2.1% 1.8% 1.8%
Others 2.3% 3.1% 7.2% 3.6%
Total 100.0% 100.% 100.0% 100.0% 100.0%
Table 6: Chi-Square Tests - Favourite shopping destination “monthly family income”
Value df Asymp.Sig.
(2-sided)
Pearson Chi-Square 67.143a 48 .035
The P – value of 2-tail chi-square is very low of 0.035 (significant at 5 percent level)
showing dependency of income as a factor for choice of shopping destination by the
shoppers.
It was interesting to observe that New Market was considered to be their favorite
shopping destination mostly by shoppers having monthly family income of less than Rs.
10,000. 22, Camac Street was considered as their favorite shopping destination mostly by
those shoppers having a monthly family income between Rs. 10,000 to Rs.20, 000. It was
remarkable to note that a vast majority of higher income group shoppers having monthly
family income of above Rs. 20,000 considered Forum as their favorite.
One may observe that 22, Camac Street was preferred by middle income group shoppers
mostly of the first cluster as illustrated in Table 4. These group of shoppers preferred
variety and range of brands along with entertainment and economy. However, Forum has
emerged as the favorite for the higher income group shoppers. It may be further noted
that around 38 percent of shoppers visiting 22 Camac Street and 35 percent of shoppers
visiting Metro Plaza, 32 percent of shoppers visiting Metropolitan considered Forum as
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12. their favorite shopping destination clearly illustrating the success of Forum as a mall.
Forum’s marketing strategy was hence studied in a qualitative manner to study the
reasons for its success.
4.3 Marketing Strategy of Forum
There are various ways malls can build brand. This includes combining the consistency
people associate with a brand with something special that makes a mall stand out. Mall
owners try to position their properties in specific ways. Forum, the first mall in Kolkata
has revolutionized the concept of mall experience in the city. It is a 2, 00,000 sq. ft mall
with Shopper’s Stop as its anchor occupying around 60,000sq.ft. space spread across
three floors. Forum offers a product mix of shopping, food and entertainment
Forum operated in a manner similar to a retail store. For example, the product mix at
Forum, Kolkata was decided even before the concrete was poured. The developer had a
pretty good idea of who the tenants would be and designed the mall accordingly; even
spoke to potential tenants about possible rentals. The product mix was planned right
down to how much of the retail space should stock accessories, women’s apparels, men’s
formal wear, kids wear etc.
Once this was decided, and the relevant shops rented out, it was up to the stores to figure
out their pricing and brand strategies. Even after this exercise was complete, Forum’s
developer’s monitored the traffic in each section of the mall to figure out which sections
were doing well, and which were not. This was the reason why mall space at Forum was
rented out and not sold. Overall, renting helps in controlling the deliverables,
performance, service and structure of retailers in the mall. In case of unsatisfactory
performance by any retailer, the same is replaced with another brand in the store. This is
done to maintain continuity of products sold and provide an entire shopping solution to
each customer.
Besides deciding on the tenant rentals and product mix, a mall developer needs to plan a
format for all stores within the mall. The question to be answered here is not just ‘how
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13. much and what?’ but also ‘where?’ Shops must be located on the basis of customer
convenience and preference, following directly from the tenant mix. Forum houses all
sports brands like Nike, Planet Sports, Adidas, and Woodland Shoes etc on the ground
floor to provide a complete range of similar products to shoppers. All comparisons can be
made on the same floor before buying a product category. Similarly, level 1 is the fashion
level for up market women, both homemakers and working with shops like Satya Paul,
Be:, Bizarre, Swarovski etc, level 2 for trendy college going students and Level 3
comprising mostly men’s apparels and accessories. Level 4 consists of restaurants and
Inox ticket counters while the actual multiplex is on Level 6. Level 5 is dedicated entirely
to food court. The strategy behind placing the food court on a floor between the ticket
counters and movie halls is to drive the crowd towards food before and after movie
watching. Shopping and entertainment activities now complement each other and are
synonymous with lifestyle.
Forum offers a unique product mix of shopping, food and entertainment:
Retail:
Among the first timers housed in over 1.25 lakh sq. ft of retail space are Anokhi, Satya
Paul, Bizarre, Cotton World, Be:, Swarovski, etc. The chunk of course, has been taken by
the 60,000 sq. ft anchor store Shopper’s Stop. Other retailers include United Colors of
Benetton, Levis, Spykar, Blackberry’s, Hidesign, La Lingerie, Prime Watch, Swatch, Nik
Nish, Celeste, Candy Treats, Music World, Free look, Little Shop, Toy Planet, Nike,
Samsonite, Dockers, Ritu Kumar, Archies, GKB, Opal, Woodland, Planet Sports and
many more.
Food:
The food section comprises of two fine dining restaurants. The first is a formal dining
restaurant called Oh! Calcutta serving Bengali, Indian and Continental food while the
second is a funky restaurant and pub with a Bollywood theme called Star struck. There
are other pick and eat shops like Biscotti confectionery, Mc Cann fries, Amoretto’s juice
centre, Camellia Chaibar, coffee shops etc. A 180-seater multiple cuisine food court
called ‘Burp’ was the city’s first and only multi-faceted food court. It facilitated the use
of smart card technology to overcome long queues and payment hassles at each food-
13
14. billing counter. Prices are charged against this card as an alternative to cash payment. It is
designed with a refilling facility, a move that certainly makes eating out an enhanced
experience.
Entertainment:
A four-screen multiplex called Inox and state of art fitness centre called Geo Spa takes
up a chunk of space at Forum starting from the fourth floor up to the sixth floor. The
other zones of entertainment are Timbaktoo – interactive video game parlour and
children’s crèche, making Forum a complete lifestyle destination.
Forum, targets the premium section of the society, houses top-notch designer brands.
Shopper’s Stop was chosen as its anchor to provide a shopping experience to customers
especially those having preference towards premium priced brands. The entire product
mix was planned for this segment. Strategies were formed for constant monitoring of the
tenants to ensure that all sections were doing well and that high footfalls lead to high
conversions. This was done through special events, shopping festivals, joint promotions
etc (Agarwal, 2004).
5. Conclusion
It was observed that the young and the high income group of the present generation
preferred and shopped from a planned shopping mall like Forum. New Market which was
the favorite shopping destination earlier is no longer a favorite with the young generation.
Camac Street which is a shopping center plus office complex though has attracted
customers but a vast majority of their shoppers consider Forum to be their favorite
shopping destination. This fact may be attributed to the absence of entertainment
facilities like multiplexes. Shopping complexes like Vardaan, Metro Plaza have lost out
owing to lack of coherent marketing and branding strategy which is as important as has
been seen in the case of Forum.
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15. 6. Managerial Implications
Our findings provide marketers with a current understanding of mall shoppers and their
shopping behavior. It addresses the issue of how malls can leverage their particular
strength and compete more effectively by adjusting their strategies in the face of
competition. It is a crucial learning period especially for real estate developers entering
into mall development, which is the case in India. Malls need to position themselves
distinctively and develop appropriate marketing strategies by aligning their marketing
mix with their desired positioning in the face of global competition.
15
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