Professional Documents
Culture Documents
Shopper Stop
Shopper Stop
At
Shoppers Stop
PGDM Programme
Term-1
Research Methodology-1
Submitted to: Prof. Dhruv Brahmbhatt
Submitted by:
Name
Roll No.
Ghelani Nisarg
P1613
Mehta Virang
P1625
Shah Parth
P1645
Shah Ravi
P1646
Yadav Harsh
P1659
Acknowledgement:
The toughest of endeavors in this world is not possible without the support of a
helping hand which guides and motivates a person to take on any challenge head
on. Inputs from such helping hand are always like very essential because more
often or not certain mistakes which go unnoticed from our eyes. We express our
thankfulness toward our faculty Prof. Dhruv Brahmbhatt for giving such a nice
opportunity to work something related to practical exposure of retail industry &
extending his untiring guidance to us, by constantly discussing the project matter
and helping us in clarifying our thinking in several pertinent issues and providing
a meaning full insight into the subject.
Introduction of organization:
Shoppers Stop is an Indian retailing company promoted by the K Raheja Corp
Group, started in the year 1991 with its first store in Andheri, Mumbai.
Shoppers Stop Ltd has been awarded "the Hall of Fame" and won "the
Emerging Market Retailer of the Year Award", by World Retail
Congress at Barcelona, on April 10, 2008.Shoppers Stop is listed on the BSE.As
of 2013, Shoppers Stop has 73 stores in India.
Shoppers Stop began by operating a chain of department stores under the name
Shoppers Stop in India. Shoppers Stop has 74 stores across 35 cities in India.
Specifically, Shoppers Stop stores retails clothing, accessories, handbags, shoes,
jewelry, fragrances, cosmetics, health and beauty products, 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 also launched its application in February 2016. This completed
the first phase of its omni-channel strategy.
Research objectives:
Primary objectives:
1.To study the customer satisfaction in shoppers stop
Secondary objectives:
1. To study marketing strategy of shoppers stop
2. To study of effectiveness of sales promotion in shoppers stop
3. To find out what improvements should be done in case of customer
dissatisfaction.
4. To find out whether the customers would recommend others to buy
from Shoppers Stop
Research Questions:
1.
2.
3.
4.
Hypothesis:
H0: Sales promotion & marketing strategies affect the customer
satisfaction of Shoppers Stop
H1: Sales promotion & marketing strategies not affect the customer
satisfaction of Shoppers Stop
Literature Review:
Grigoroudis, E and Siskos, Y (2009) provide definition for Customer upon
two approaches: With reference to loyalty, A Customer is the person that
assesses the quality of the offered products and services and on process
oriented approach, the customer is the person or group that receives the work
output.
Schiffman and Kanuk (2004) defines customer satisfaction as The individuals
perception of the performance of the product or service in relation to his or her
expectations.
Increasing customer satisfaction has been shown to directly affect companies
market share which lead to improve profits, profitable recommendation, Loir
marketing expenditures (Reichheld 1996; Heskett 1997) and greatly impact the
corporate image & survival (Pizam and Ellis 1999).
According to Technical Assistance Research Programs (1986), 95% of
unsatisfied customers don't complain but simply stop buying from a merchant.
According to The loyalty effect' by Reichheld (1996), Even a 5% reduction in
the customer defection rate can increase profits by 25% to 85%, depending on
the industry.
According to the Kiesler (1968); Lastovicka and Gardner (1977), Store
Commitment is the pledging or binding of an individual to his/her store choice.
According to the Grnroos (2001), The quality of service interactions between
the service staff / provider and the customer determines the satisfaction toward
the service.
According to the Kotler & Keller (2009), When a consumer/customer is
contented with either the product or services it is termed satisfaction.
Satisfaction can also be a persons feelings of pleasure or disappointment that
results from comparing a products perceived performance or outcome with
their expectations.
According to the Levy (2009) & NBRI (2009), Measuring customer
satisfaction could be very difficult at times because it is an attempt to measure
human feelings. It was for this reason that some existing researcher presented
that the simplest way to know how customers feel, and what they want is to
ask them this applied to the informal measures.
Sampling:
1.Population: Population size is 1000 customers of Shoppers Stop in
Ahmedabad.
2.Sampling Unit: Shopper stop- Alpha One Mall & CG Square
3.Sample Size: 300 customers. The sample size of a survey most
typically refers to the number of units that were chosen from which data
were gathered.
4.Sampling Method: Non Probability (Convenience Sampling)
A Sampling Method is a procedure for selecting sample members from a
population. In the research we have to take the response from all the customers
who visit Shoppers Stop- Alpha One & CG Square. So, convenience sampling
method is appropriate.
Research Instrument: Questionnaire
1. Primary data:
Observation method
Interview method
Through questionnaires
Through schedules
In this report primary data was collected through interviews, observations &
questionnaires.
2. Secondary Data: Secondary data sources are collected through
journals, books, websites etc.
In this report secondary data was collected through websites, journals &
annual reports.
Data Analysis:
There are many tools for data analysis which can be helpful to the
researchers in their study. Some of them are MS Excel, Minitab, SAS etc.
In our report we have used MS Excel for graphical representation of the
data through charts.
Suggestions:
Overall shoppers stop should leverage on all its strong point and let more
customer START SOMETHING NEW. Because after all customers are
the heart and soul of business, like any other.
1. They should introduce more schemes, discounts, sales to increase the
2.
3.
4.
5.
6.
sales.
They should introduce Low Rate Brands which will attract the middle
class customers also or brands for masses.
Shoppers Stops competitors used aggressive medium of advertisement
like television commercial ads, thus to gain a competitive advantage over
the competitors Shoppers Stop should also use such medium of
marketing.
Shopper Stop must pay attentions on customers suggestions and
complains.
Shopper Stop should improve/upgrade its employees product knowledge,
market situation and its competitors knowledge by giving proper training
to employee.
Shopper Stop should know its customer satisfaction level throughout doing
periodic surveys. Periodic surveys can treat customer satisfaction directly.
10
Bibliography:
1.agencyfaqs! M. (2008, April 24). Shopper's Stop stops to do something new.
Advertising.
2.Bureau, E. (2015, Sept 23). Shoppers Stop partners with FreeCharge Wallet.
Retail.
3.Divyankap. (n.d.). divyankap/retail-case-study-shoppers-stop. Retrieved from
Divyankap: http://divyankap.blogspot.in/2016/06/retail-case-study-shoppersstop.html
4.HAMEED, S. (2015). A Study on Consumer Satisfaction in Organized Retail
with respect to apparels. India Journal of Research.
5. India, P. T. (2015, August 10). Snapdeal partners with Shoppers Stop to
enhance customer experience in digital marketplace. E-Commerce.
6. Jeevananda, D. S. (2010). Study on Customer satisfaction level at
Hypermarkets in Indian Retail Industry. Research Journal of Social Science &
Management.
7. Jose Bloemer, K. d. (1998). On the relationship between store image, store
satisfaction and store loyalty. European Journal of Marketing.
8.Shodhganga. (n.d.). Shodhganga. Retrieved from Shodhganga:
http://shodhganga.inflibnet.ac.in/bitstream/10603/4835/11/11_chapter%202.pdf
9. Square, L. (n.d.). Loyalty Square/Shoppers Stop. Retrieved from Loyalty
Square Web Site: http://loyaltysquare.com/shoppers_stop.php
10.Stop, S. (2008-2016). About Us: Shoppers Stop. Retrieved from Shoppers
Stop Website: https://www.shoppersstop.com/aboutus
11. Stop, S. (2015-2016). Shoppers Stop Annual Report. Shoppers Stop.
11
Annexure:
Questionnaire
N.R. Institute of Business Management
Dear Respondents,
We the students of NRIBM-PGDM, Ahmedabad are conduction a survey to
study Customer Satisfaction at Shoppers Stop in fulfillment of Research
Methodology Project. Data which we collect from you will be used for
academic purpose only. We kindly request you to provide your valuable data.
We would be heartily thankful for your cooperation.
PERSONAL DETAILS:
1) NAME: _________________________________________________________________
2) GENDER:
Male
Female
3) Age:
a) 18-20
b) 21-26
c) 26-30
d) 30 and above
4) OCCUPATION:
a) Student
b) Employed
c) Self employed
d) Others________________
12
QUESTIONS:
1. Do you frequently visit Shoppers Stop?
Yes
No
2. How frequently do you shop at Shoppers Stop?
Every week
Once in two weeks
Once in three weeks
Once in a month
3. Why do you shop at Shoppers Stop?
Low price
Product variety
Quality
Location
4. Do You feel that you find different brands of garment in Shoppers Stop?
Yes
No
5. Do you prefer private level brands to purchase?
Yes
No
6. How much time do you spend while shopping Shoppers Stop?
30-60 min
1-2 hours
2-3 hours
13
Above 3 hours
7. Which section do you visit first when you enter Shoppers Stop store?
Apparels
Household
Cosmetics & Fragrances
Watches & Sunglasses
Jewellery
Bags & Footwear
8. Do you agree that this store has modern-looking equipment and fixtures?
Strongly agree
Somewhat agree
Neutral
Strongly disagree
Somewhat agree
9. The store layout at this store makes it easy for customers to find what
they need:
Strongly agree
Somewhat agree
Neutral
Strongly disagree
Somewhat disagree
14
15
79
80
80
81
82
Loyalty Programmes:
The Company runs the famed First Citizen Loyalty Programme. The
First Citizens Programme now has a base of over 4.12 million customers.
The First Citizens contributed 72% of the Companys annual sales. The
First Citizen Programme has 3 tiers Classic Moments (entry level),
Silver Edge and Golden Glow. Members fall into the various tiers on the
basis of their spends with us.
16
17
18
Advertising:
Being in the retailing business, Shoppers Stop has been a pioneer - and thats
not just a juicy compliment. They were the first in India (since 1991), they have
a fruitful IT setup, and they have constantly expanded their product line,
encouraging even unconventional tie-ups like Om Shanti Om movie clothing
line. They have also pioneered in developing their B2B sourcing technique.
The Ad Campaign:
The current campaign speaks of a logo change and an untenable Start
Something New tagline. Such rebranding campaigns communicate an
underlying reason for the change, benefits (if any) to the consumer.
Heres one of the Print Ads:
19
western influence on the wardrobe collection in terms of style and class, and
still tries to correlate with the Indian culture. Shopper Stop also advertised its
product range by being the official wardrobe partner for various events and
parties. Due to urge demand and craze of such fashionable products, such
schemes work out well for Shoppers Stop. For eg people adored Deepika
Padukones style in Love Aaj Kal and they could purchase two of her signature
kurtas from the movie at Shoppers Stop!!!
20
Promotional Strategies:
1. Shoppers Stop adopted Communication Strategy which is reaching out to
the customers in their own style and language.
E.g.- The first Shoppers Stop store in Lucknow was named Tehzeeb.
2. In their festive Promotion Campaign PARIKRAMA, customers get an
opportunity to interact with local artisans.
3. They organize major promotional events from time to time e.g. Fly to
Santa Land, Gear up for the school and Salwar Kameez Dupatta
Exchange etc.
4. They organize local festivals like Durga Puja in Kolkata, Onam in South
and Dhanteras in North.
DOWN UNDER FEST- A PROMOTIONAL CAMPAIGN:
21
22
2. Festive Offers:
Shoppers Stop gives festive offers on various occasion like Diwali etc.
23
3. Contest:
Shoppers Stop has organized a 101-day Shopping Bonanza to pull in
customers into the stores.
Lucky draw winners of the contest will get to see one of the seven
wonders of the world and two lucky couples who get the grand prize will
be treated to a round-trip which will cover all the seven wonders of the
world.
24
25