Project on customers buying behavior and the

feedback of the customers of Women’s western

Section at Durgapur Shoppers Stop.

1|P a g e
 Project report on

“A study on understanding customers buying behavior

and the feedback of the customers of Women’s
western Section of Durgapur Shoppers Stop & driving
multiple In-Stores Activities.”
REPORT SUBMITTED IN PARTIAL FULFILLMENT OF REQUIREMENT
FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION

PREPARED BY
ANINDITA SINGHA

Roll- PG/VUOAP02/MBA-IIS/ NO-044

VU Registration No. 00462 OF 2021-2022

UNDER THE GUIDANCE OF

MR. BITTU SAHA

DEPARTMENT MANEGER OF WOMEN’S WESTERN

DURGAPUR SHOPPERS STOP

Shoppers Stop Limited

SUBMITTED TO

Eastern Institute for Integrated Learning in Management, Kolkata

Affiliated to
Vidyasagar University

August, 2022

2|P a g e
CERTIFICATION FROM THE COMPANY

3|P a g e
 DECLARATION
I, Anindita Singha do hereby declare this report titled “A study on understanding
customers buying behavior and the feedback of the customers of
Women’s western Section of Durgapur Shoppers Stop & driving multiple
In-Stores Activities.” is submitted by me for the partial fulfillment of Master of Business
Administration in Vidyasagar University.

This report is exclusively prepared by me and has not been submitted to any other institutions
or published anywhere before.

DATE: AUGUST, 2022

ANINDITA SINGHA

Roll- PG/VUOAP02/MBA-IIS/ NO-044

VU Registration No. 00462 OF 2021-2022

MBA, 2nd SEMESTER,
PLACE: KOLKATA EIILM, KOLKATA

4|P a g e
 ACKNOWLEDGEMENTS

At the outset, I would like to thank for his guidance to undertake this project.

I express my sincere gratitude to Poulami Sengupta, faculty, EIILM, Kolkata who has
sincerely provided me with critical suggestions and valuable insights which enabled me to
complete the project and bring out this report in the best way possible.

I would take this opportunity to thank Prof (Dr.) R.P Banerjee, Director, EIILM, Kolkata and
other faculty members of the institute for their cooperation and support.

I am also thankful to all other persons who directly or indirectly helped me to accomplish my
project work.

Date: Signature:

5|P a g e
 EXECUTIVE SUMMARY

INDUSTRY: Retail is the process of selling consumer goods or services to customers through
multiple channels of distribution to earn a profit. Retailers satisfy demand identified through a
supply chain. Fashion retailing is the section of business that acts as an intermediary between
the manufacturers and customers. It can be defined as the process of “buying clothes from the
manufacturers and selling them to the customers.

PRODUCT:

 Ladies wear
 Men’s wear
 Kids wear
 Accessories

COMPANY: Shoppers Stop is an Indian department store chain, owned by the K Raheja Corp.

There are 86 stores across 40 cities in India, with clothing, accessories, handbags, shoes,
jewellery, fragrances, cosmetics, beauty products, home furnishing, and decor products. The
first store was opened in Andheri, Mumbai on 27th Oct 1991. As of 1st july 2022 there
are 118 Shoppers Stop locations in India, Shoppers Stop headquartered in Mumbai. According
to the Brand Trust Report 2014, a study conducted by Trust Research Advisory, Shoppers Stop
featured among 100 most trusted brands in India.

METHODOLOGY: Questionnaire method was chosen as a survey instrument to all

customers of It is a descriptive research and data collected here is primary data. Sampling size
is 100 and technique is .

• FINDINGS AND RECOMMENDATION: While doing this project I found that most
of the consumers are within 19-28 years of age group. Most of the consumers prefer in-
house brands and are encouraged by fashion & lifestyle to buy product from women’s
western section . Most of the consumers prefer “STOP” as in-house brand and “Latin
Quarters” & “Allen Solly” as non Shoppes Stop brand. Maximum of respondents
prefers to shop from the store during this pandemic situation though them prefers from
the website of Shoppers Stop. Shoppers Stop should promote their products more
through traditional media and social media and have to arrange some awareness
campaign for purchasing products from their websites.

6|P a g e
 TABLE OF CONTENTS

SL. NO. PARTICULARS PAGE. NO.

INDUSTRY INTRODUCTION
1 8

2 COMPANY PROFILE 9

OBJECTIVES
3 10

METHODOLOGY
4 11

5 DATA ANALYSIS AND INTERPRETATION 12-24

6 DEMOGRAPHIC DETAILS 25-27

7 FINDINGS 28

8 RECOMMENDATIONS 29-33

9 CONCLUSION 34

10 BIBLIOGRAPHY 35

ANNEXURE
11 36-38

7|P a g e
 INDUSTRY INTRODUCTION
Private consumption driven economic growth, a population of 1.3 billion with huge linguistic
and social diversity, amongst other challenges and opportunities to consider before entering
India’s fashion retail market. India’s economy has grown by over 6% CAGR over the last 25
years and is now the fifth largest in the world with a GDP of around 2000 billion in 2017. India
is expected to deliver a real GDP growth of about 7.5%-8% CAGR over the next 5 years, and a
nominal GDP growth about 12% CAGR which will it cross 3500 billion by the end of 2022.
Private consumption remains the primary driver of economic growth, and this reflected in the
relatively high share of merchandise retail market which was about 575 billion in 2017 and
expected to grow to about 975 billion by end of 2022. When it comes to retail channels, India
shows a very unique characteristic. Traditional retail continues to dominate the landscape with
over 18 million such independent outlets spread across 5500 towns and about 600,000 villages.
The difference from major global markets, the women’s share of the fashion market is
substantially higher than that of men. Though the gap is reducing, and by 2022, both men’s and
women’s share of the total fashion market is likely to be 39% each. Keeping in mind India’s
demographics wherein almost 28% of the population is below 15 years of age, it is no surprise
that kids account for nearly 20% of the total fashion market in 2017 and their share will
actually increase marginally to 22% by 2022.

8|P a g e
 COMPANY PROFILE
Shoppers Stop is an Indian department store chain, owned by the K Raheja Corp. There are 86
stores across 40 cities in India, with clothing, accessories, handbags, shoes, jewellery,
fragrances, cosmetics, beauty products, home furnishing, and decor products. The first store
was opened in Andheri, Mumbai on 27th Oct 1991. As of 1st july 2022 there are 118 Shoppers
Stop locations in India, Shoppers Stop headquartered in Mumbai. According to the Brand Trust
Report 2014, a study conducted by Trust Research Advisory, Shoppers Stop featured among
100 most trusted brands in India.

It is one of the leading retail stores in India. Shoppers Stop began by operating a chain of
department stores under the name “Shoppers’ Stop” in India. Shoppers Stop has 56stores
across the country (with the latest one being the outlet at Kumar Pacific Mall, Pune) including
three airport stores. Shoppers Stop retails a range of branded apparel and private label under
the following categories of apparel, footwear, fashion jewellery, leather products, accessories
and home products. These are complemented by cafe, food, entertainment, personal careand
various beauty related services. Shoppers Stop launched its e-store with delivery across major
cities in India in 2008. The website retails all the products available at Shoppers Stop stores,
including apparel, cosmetics and accessories. Shoppers Stop opened stores in Amritsar, Bhopal
and Aurangabad. Shoppers Stop retails products of domestic and international brands such as
Louis Philippe, Pepe, Arrow, BIBA, W, Gini & Jony, Nike, Reebok. Shoppers Stop retails
merchandise under its own labels, such as STOP, LIFE, Altlife, Fratini, Insense etc. The
company also licensees for Austin Reed (London), an international brand, who’s men's and
women's outerwear are retailed in India exclusively through the chain. In October2009,
Shoppers Stop has bought the license for merchandising Zoozoo the brand mascot for
Vodafone India.

9|P a g e
 OBJECTIVES

 Identifying the various factors that can help to capture the feedback of the customers of
Durgapur Shoppers Stop; who specifically shops from Women’s Western Section.

 Finding the most popular brand within the total available choices in Women’s Western
Section of Durgapur Shoppers Stop.

 Trying to observe the acceptability of ‘online shopping mode’ within the customers of
Durgapur Shoppers Stop in comparison to store visit based shopping.

 Driving various types of “Inside the Store” activities including selling.

10 | P a g e
 RESEARCH METHODS
There are certain methods used for data collection in research, for research design, for data
refining and for data analysis and interpretation. These are called research methods. It helps
the researcher to find answers to his research problems.

• Type of Research: Descriptive research

• Type of Data: Qualitative and Quantitative
• Classification of Data: Primary data

SAMPLING DESIGN

I. Population: All the people buying the product from women’s department of Shoppers
Stop at Durgapur Asansol Raniganj area.
II. Frame: No sampling frame.
III. Technique: Convenience sampling.
IV. Size: 100
V. Execution of the entire sampling process: Most of the data had been collected through
online portal, from friends and family.
• Instrument of Data Collection: Structured questionnaire method was chosen as a
survey instrument.
• Valuable uses: Demographic, Qualitative and Quantitative.

DATA COLLECTION:
Data is collected by using Questionnaire methods. For the purpose of fulfilling the objective of
study and for completing the Research project Report, primary data was collected.

PRIMARY SOURCES:
Questionnaire keeping in view the objective of study a questionnaire (as given in Annexure)
was selected. There are total of 13 questions. All questions are small in size and arranged
logically. The language is simple to understand.

TABULATION:
After all the questionnaires were collected back, the responses were tabulated. Each answer of
the respondent was tabulated to its respective category.

11 | P a g e
 DATA ANALYSIS AND INTERPRETATION

A FREQUENCY OF VISITING WOMEN'S WESTERN SECTION

1 2 3 4 5 TOTAL
0 2 28 45 25 100

ANY
SPECIAL DURING
WEEKLY MONTHLY YEARLY
OFFER FESTIVAL
PERIOD

0% 2% 28% 45% 25% 100%

Interpretation: Most of the respondents (45%) visit to Women’s section of

Shoppers Stop during festivals and 28% of respondents prefer to shop during any
special offer period. No respondent visits weekly in women’s section of Shoppers
Stop.

12 | P a g e
 B FACTOR MAKES YOU SHOPING AT WOMAN ETHNIC SECTION
TOTA
1 2 3 4 5
L
35 16 21 6 22 100
FAMILY FLAVOUR
FASHI
AND INFLUEN OF DISCOUNTS/
ON &
FRIEND'S CE OF ORGANIS PROMOTIONAL
LIFE
INFLUEN MEDIA ED SCHEMES
STYLE
CE RETAIL
35% 16% 21% 6% 22% 100%

Interpretation: According to survey, it can be observed that majority of the

respondents (35%) are influenced by Fashion & lifestyle. However, Discounts /
Promotional schemes and Media also influence respondents’ mind while
purchasing product from women’s Western section.

13 | P a g e
 C MOST PREFERED BRAND IN WOMAN WESTERN SECTION
1 2 3 TOTAL
47 18 35 100

IN-HOUSE NPT BOTH

47% 18% 35% 100%

Interpretation: : According to survey, it is observed that most of the

respondents(47%) prefer In-house brands and 35% of respondents prefer both In-
house and NPT brands in western Section.

14 | P a g e
 D MOST PREFERED IN-HOUSE BRAND
1 2 3 4 5 TOTAL

25 12 19 20 24 100

STOP Altlife LIFE INSENSE Fratini

25% 12% 19% 20% 24% 100%

Interpretation: : According to survey, it can be observed that 25% of the

respondents prefer STOP as in-house brand and 24%of the respondents prefer
Fratini.

15 | P a g e
 E PREFARABLE NON SHOPPERES STOP BRAND
1 2 3 4 5 6 TOTAL
29 12 10 22 16 11 100

Latin ZINK ALLEN

MADAME ONLY AND
Quarters LONDOM SOLLY

29% 12% 10% 22% 16% 11% 100%

Interpretation: : According to survey, it is observed that 29% of the respondents

prefer Latin Quarters and least number (11%) of respondents prefer AND.

16 | P a g e
 F PATTERN HABITS ON SPENDING WHILE SHOPPING
1 2 3 4 5 TOTAL
53 30 10 5 2 100
LESS MORE
31000- 41000- 51000-
THAN THAN
40000 50000 100000
30000 100000
53% 30% 10% 5% 2% 100%

Interpretation : According to this chart shows the maximum numbers of

respondents spend money while shopping at women’s within range of less than
30000/- and the second preferable range is 31000/- 40000/-.

17 | P a g e
 VALUABLE FACTORS
G.
WIDE RANGE OF VARIETY
1 2 3 4 5 TOTAL
1 17 35 41 6 100
HIGHLY HIGHLY
DISSATISFIED NEUTRAL SATISFIED  
DISSATISFIED SATISFIED
1% 17% 35% 41% 6% 100%

INTERPRETATION: There are most (41%) of respondents are satisfied with the
wide range of assortments and 6% of respondents are highly satisfied.

18 | P a g e
H.

PROMOTIONAL OFFERS/SCHEMES
1 2 3 4 5 TOTAL
6 20 55 18 1 100
VERY BAD BAD AVERAGE GOOD EXCELLENT  
6% 20% 55% 18% 1% 100%

INTERPRETATION : Promotional offers/schemes factor is in average position

according to most (55%) of respondents and this factor is in excellent position
according to only 1% of respondent.

19 | P a g e
 EXCELLENT SHOPPING AMBIENCE
1 2 3 4 5 TOTAL
1 12 50 29 8 100

HIGHLY HIGHLY
DISSATISFIED NEUTRAL SATISFIED
DISSATISFIED SATISFIED

1% 12% 50% 29% 8% 100%

INTERPRETATION: There are most (50%) of respondents are in neutral

position regarding excellent shopping ambience and 8% of respondents are
highly satisfied.

20 | P a g e
J.

STRONG LOYALTY PROGRAMME

1 2 3 4 5 TOTAL
0 14 53 27 6 100

HIGHLY HIGHLY
DISSATISFIED NEUTRAL SATISFIED  
DISSATISFIED SATISFIED

0% 14% 53% 27% 6% 100%

INTERPRETATION: There are most (53%) of respondents are in neutral

position with the strong loyalty programme and 6% of respondents are highly
satisfied with it.

21 | P a g e
K.

COMPETITIVE ADVANTAGES
1 2 3 4 5 TOTAL
3 20 38 30 9 100

HIGHLY HIGHLY
DISSATISFIED NEUTRAL SATISFIED
DISSATISFIED SATISFIED

3% 20% 38% 30% 9% 100%

INTERPRETATION: There are most (38%) of respondents are in neutral

position with competitive advantages and 9% of respondents are highly satisfied
with competitive advantages.

22 | P a g e
 RECOMMEND ABOUT FASHION RETAIL
L
BRAND
1 2 3 TOTAL
72 8 20 100

YES NO MAY BE

72% 8% 20% 100%

INTERPRETATION : According to this survey maximum(72%) number of

respondents are agree to recommend this fashion retail brand to others.

23 | P a g e
 M PREFERANCE OF BUYING
1 2 3 TOTAL
57 15 28 100
WEBSITE
FROM
OF
THE BOTH
SHOPPERS
STORE
STOP
57% 15% 28% 100%

INTERPRETATION : According to this survey maximum (57%) number of

respondents are preferring to buy products visiting from the store and 28% of
respondents are preferring to buy products using both website of Shoppers Stop
and visit the store in this pandemic situation.

24 | P a g e
 DEMOGRAPHIC DETAILS

N AGE
1 2 3 4 5 TOTAL
0 34 25 20 21 100

BELOW ABOVE
19-28 29-39 40-49
18 50

0% 34% 25% 20% 21% 100%

INETRPRETATION: Most of the respondents were within the age group of 19-
28 years and there are few in the age group of 40-49 years.

25 | P a g e
 O GENDER
1 2 TOTAL
55 45 100

MALE FEMALE

55% 45% 100%

Interpretation: The chart shows that the maximum number of respondents are
Male and minimum numbers of respondents are Female.

26 | P a g e
 P MONTHLY INCOME(RS.)
1 2 3 4 5 6 TOTAL
19 19 13 18 17 14 100
LESS MORE
31000- 41000- 51000- 61000-
THAN THAN
40000 50000 60000 70000
30000 100000
19% 19% 13% 18% 21% 10% 100%

Interpretation: The chart shows that maximum number of respondents are

within monthly income (RS) 31000-40000, and less than (RS) 30000 range,
followed by monthly income (RS) 51000-60000 and lowest respondents are
within (RS) 41000-50000 month income range.

27 | P a g e
 FINDINGS
• Most of the consumers are within 19-28 years of age group.
• Majority has monthly income (RS) range less than 30000 and 31000-
100000.
• Most of the respondents prefer to buy during festivals.
• Most of the people are encouraged by fashion & lifestyle to buy product
from Women’s Western section.
• Most of the consumers prefer in-house brands.
• Most of the consumers prefer STOP, LIFE, Fratini as in-house brand and
Latin Quarters, ZINK LONDOM, MADAME as non Shoppers Stop brand.
• Maximum numbers of respondents spend less than 50000 RS at the time of
shopping annually.
• Most consumers are satisfied with “Wide Range of Assortments”, but
maximum consumers are taking neutral position with “Excellent Shopping
Ambience”, “Excellent Shopping Ambience”, ”Strong Loyalty
Programme”.
• According to maximum number of consumers” Quality of the Products”
are good but “Availability of the Products” , ”Quality of the
Products” ,”Quality of the Products” ,”Promotional offers/schemes” are
average .
• Being a consumer of women’s section of Shoppers Stop most of them
(72%) will recommend about this retail brand to others.
• Maximum (57%) of respondents prefers to shop from the store during this
pandemic situation though 8 % them prefers from the website of Shoppers
Stop.

28 | P a g e
 RECOMMENDATION
• Durgapur Shoppers Stop should promote their products more through
traditional media and social media.

• Durgapur Shoppers Stop should increase their range of assortment and

promotional activities through both traditional and social media about their
products to get more competitive advantages.
• Durgapur Shoppers Stop should have to arrange some awareness campaign
for purchasing products from their websites.

29 | P a g e
 Details of In- Store (Inside of the Store) Activities

During the very first day of my internship duration; I visited all the Departments/Sections of
the STORE and identified which are the Shoppers Stop’ own brands (known as PT) and
which are the Non- Shoppers Stop’ brands (known as NPT). After the identification, I
specifically visited the women’s Ethnic Department/Section and identified there are five
Shoppers Stop brands, available that is STOP, LIFE, Altlife, Fratini, insense. Later on,
second day onwards I have assigned with various activities and the details of those activities
are as following: -

*Stock Replenishment – Stocks of apparels are being replenished and non-sold stocks
been kept on display from the stockroom, according to the visual merchandiser’s guidance.

*Stock Folding and Displaying – form the first day itself, I was trained how to fold
various types of products. The common folding styles were ‘Logo Folding’ or ‘Brand name
Folding’. All the folded products are in ascending orders according to the size. Some products
were sold and if other sizes were not available then certain size oriented products were
removed from the display.

*New Stock Receiving – In every store every week new stocks arrives. After stocks arrive
then there are some process to be followed in terms of receiving the products/stocks. The
processes are following –
1. At first counting the cartons.
2. Weight each of the cartoons and then cross-check the weight along with the written
weights. If any of them are not matching or anything else is the issue, then an open delivery
process is performed.
3. After the weight matched then the cartoons are getting opened keeping the respective
company’s quantity sheet in consideration that has been provided by company.
4. After the quantity gets matched then need to segregate the products/stocks according to
the PT and NPT.
5. After the product segregation gets completed then the process of display been driven
based on the sizes and seasons of products/stocks. Examples; XS,S, M L, XL, XXL(size);
Example-Su-22, SP-22, FE- 22, AW-22, W-22.
6. Rest of the products/stocks are kept in the stores’ logistics section.
7. Then all the perfect size based sets been kept on display or being fold according to the
visual merchandiser.

*PICS (Perpetual Inventory Control System)- It is done every moment / month to

check the shortages of products/stocks.

*Valid Target(VT)- A sheet is provided with the article number and price to check the
style & colour of the products/stocks being on display, on the floor.

30 | P a g e
*BODFS (Buy Online Deliver Fashion Store)-
A sheet is provided from the Warehouse, where in the EN number, size of the
products/stocks, short names etc. been provided. From that, I have to search the
products/stocks through the ‘shoppersstop.com’ website and identify the products and
collect that from the floor and wrap it to submit to the Warehouse.

* Offer’s related Products Segregation- When I joined Shoppers Stop as an intern,

during that time ‘End of Season Sale’ oriented promotional activities were going on. Therefore,
it was important for all the brands staffs to segregate their products as because some of the
products have offers, some were part of new arrival and were having no-offers. For the better
service, DM provides a sheet to each brand’s staff wherein the clear identification has been
mentioned. Products/brands are having ‘offers’ and products/brands are part of new arrival, has
been categorically specified. Based on that sheet, the products/brands get displayed.

*Membership Program – It is one of the key tools to make huge numbers of loyal
customer base. Frist citizen card holder get lots of facilities. For the membership card,
customer/s has to pay 350 INR. And the card is valid for the lifetime. As an intern, I had to
convinced the customer who were not having the membership card and motivate them to
became a member of Shoppers Stop loyalty programme.

*Black Card- It is for the premium customers. To become a ‘black card’ customer, one has
to pay 4500 INR. and the card is valid for one year, only. The customer with the big bill
amount is the targeted customer for the black card. For the black card holders, the exchange
time for the product/s is one year and it is the main USP of ‘black card’ holders.

*Wow Bill- I have to drive Wow bill related activities. According to the rules of Wow Bill,
quantity sold should be 10 or more and value should be 10,000/- or more and quantity can
anything. I have driven this activity, too.

*Selling - After understanding the product details including price promotional schemes etc. I
have started performing the role of fashion associate/floor assistant. I approached customer/s
about the choices of product/s within preferred price range and suggested products, with
reasonable alternatives too and this way I have started generating revenue for respective
Department/Sections as well as for brand/s.

31 | P a g e
 Week-based Sales Report

WEEK NO. 1
WEEKLY
DATE -> 13.6.22 14.6.22 15.6.22 14.6.22 15.6.22 15.6.22 16.6.22 TOTAL
TOTAL
SALES ----- 3,675 17,191 6,696 5,598 12,894 10,695 56,749
TOTAL
QUANTITY ----- 3 13 5 3 10 9 43
TOTAL
BILL NO. ----- 1 5 3 1 2 3 15

WEEK NO.2
WEEKLY
DATE -> 17.6.22 18.6.22 19.6.22 20.6.22 21.6.22 22.6.22 23.6.22 TOTAL
TOTAL
SALES 24,486 OFF 13,000 13,000 20000 10,700 35000 115,700
TOTAL
QUANTITY 19 OFF 8 8 14 5 21 75
TOTAL
BILL NO. 5 OFF 3 2 5 2 9 26

WEEK NO.3
WEEKLY
DATE -> 24.6.22 25.6.22 26.6.22 27.6.22 28.6.22 29.6.22 30.6.22 TOTAL
TOTAL
SALES 13,000 OFF 12,940 11,140 16,000 22,899 37,512 1,13,491
TOTAL
QUANTITY 8 OFF 9 7 11 15 29 79
TOTAL
BILL NO. 2 OFF 4 3 4 5 9 27
WEEK NO.4
WEEKLY
DATE -> 1.08.22 2.08.22 3.08.22 4.08.22 5.08.22 6.08.22 7.08.22 TOTAL
TOTAL
SALES OFF 10,200 4,099 7,000 16000 25,200 41,942 104,441
TOTAL  
QUANTITY OFF 9 4 7 10 11 30 71
TOTAL
BILL NO. OFF 3 2 1 6  9 8 29

WEEK NO.5
WEEKLY
DATE -> 8.08.22 9.08.22 10.08.22 11.08.22 12.08.22 13.08.22 14.08.22 TOTAL
TOTAL
SALES OFF 10,200 5000 17,000 19200 25,200 41,942 118,542
TOTAL
QUANTITY OFF 9 4 7 13  10 30 73
TOTAL BILL OFF 3 2 1 9  9 8 32

32 | P a g e
 WEEK NO.6
WEEKLY
DATE -> 15.08.22 16.08.22 17.08.22 18.08.22 19.08.22 20.08.22 21.08.22 TOTAL
TOTAL
SALES OFF 12000 14500 8500 9600 35000 58000 137600
TOTAL
QUANTITY OFF 9 4 7 9  19 39 87
TOTAL BILL
NO. OFF 3 2 1 5  12 16 39

GRAND TOTAL

SALES Rs.6,46,523/-

QUANTITY 428 Nos of Apparels

BILLS 168 Nos

TOTAL WEEKS 6

33 | P a g e
 CONCLUSION
This project helped me to gather a lot of knowledge about the factors that
influence the shopping behaviour of the customers of Durgapur Shoppers stop
(Women’s Western Wear department).

It gave me an opportunity to work in retail industry.

34 | P a g e
 BIBLIOGRAPHY

 www.shoppersstop.com

 http://www.thirdeyesight.in/articles/shoppersstop.htm

 http://www.abfrl.com/shoppersstop

 www.allprojectreports.com/...Projects/Marketing-Project.../Retail-Marketing-in-
India

 http://shodh.inflibnet.ac.in/bitstream/123456789/827/3/03_literature%20review.pdf

 www.vault.com/industries-professions/industries/retail.aspx

35 | P a g e
 ANNEXURE
QUESTIONNAIRE
SECTION A

1.At what interval do you visit Women’s section of Shoppers Stop?

a. Weekly b. Monthly c. Any special offer period d. During festivals
e. Yearly

2. What makes you shop in Women’s section of Shoppers Stop?

a. fashion& lifestyle b. family and friend’s influence
c. Influence of media d. flavour of organized retail
e. discounts/promotional schemes

3.Which brands do you prefer the most, within Women’s section of Shoppers
Stop?
a. In-house b. NPT c. Both

4.Which brand do you prefer most among In-House brands?

a. STOP b. LIFE c. Altlife d. Fratini

5.Which brand do you prefer among the NPT brands?

a. Zink London b. AND. c. ONLY d. VERO MODA

6.How much do you spend while shopping at Women’s Western section of

Shoppers Stop annually?
a. Less than30000 b. 31000-40000 c. 41000-50000
d. 51000-60000 e. More than 60000 f. More than 100000

36 | P a g e
7.Your valuable opinion for the following statements (tick in the appropriate
box for each statement)

Statement Highly Satisfied Neutral Dissatisfied Highly

Satisfied Dissatisfied

Wide Range of Variety

Promotional offers/ Schemes

Excellent Shopping Ambience

Strong Loyalty Programme

Competitive Advantages

8.Being a consumer of at Women’s western section of Shoppers Stop, will

you recommend this fashion retail brand to others?
a. Yes b. No c. May Be

9.Under this Pandemic situation from where do you prefer to buy Shoppers
Stop Products – at Women’s Western section?

a. From the Store b. From the Website of Shoppers Stop c. Both

37 | P a g e
 SECTION B

10. Age group:

a) Below 18 yrs b) 19-28 yrs c) 29-39 yrs d) 40-49 e) above 50

11. Gender:

a) Male b) Female

12. Monthly Income (Rs):

a) Less than 30,000 b) 31,000-40,000 c) 41,000-50,000

d) 51,000-60,000 e)60,000-1,00,000 f) More than 1,00,000

38 | P a g e