CHAPTER I

INTRODUCTION TO

THE STUDY

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 INTRODUCTION TO THE STUDY
Rapid population growth , changes in social , economical, and cultural structure, differences in
consumer needs, technological developments, consumer behaviours and preferences have created
a new consumption culture. Today new sales channel emerge to respond to the rapidly changing
changing consumer demands, needs, and behaviours. The rapid increase in the number of new
channels seriously affects the competition in the retail sector. It is essential to determine
consumers’ behaviours, preferences, and changes in physical retail stores.Especially after the
pandemic, customers have become more open to trying new brands, retailers, or shopping
channel, which makes it even more essential to keep up with their specific needs.
Retail consumer behaviour is defined as a process that includes decisions to select,
purchase, use and dispose of products and services to meet the wants and needs of
individuals or group and activities related to these decisions.
With the boom in the e-commerce, many people have an opinion that consumers prefer online
shopping over physical shopping but the reality is not at all. In fact, only 7.2% of grocery prefer
online channels globally. But still, the retail companies are using various methods to attract
consumers to physical stores to solidify their advantages.
The retail industry consists of all companies that sell goods and services to the consumers.
There are many different retail sales and store types worldwide, including grocery,
convenience, discounts, independents, department stores, DIY, electrical and speciality.
The retail industry shows a steady growth year on year and employs a huge number of
workers worldwide, particularly with growing popularity of online retail.
The competitive nature of thius fast paced industry was especially pronounced during the past
few years. For 2022, retail outlet have been compelled to reconsider their long standing
processes and tactics that have structured the sector for years. These global changes in
management and ways of thinking about supply chains for many well known brands only help
prove how important retail sales are for the economy .
The retail industry is constantly evolving , and businesses must keep up with the latest trends in
consumer needs to stay ahead of the competition. A pricing tool helps understand these trends,
keeping ahead of the curve and satisfying customers’ experience.
GROWTH DRIVERS FOR INDIAN RETAIL INDUSTRY
 Increase in income level : An increase in the income level means people have more
purchasing power. With rising income levels, a greater number of households are being
added to the consumption class. This leads to an increase in demand for retail goods.
 Increasing awareness: As a result of increased literacy levels in the country, exposure to
the western culture, foreign magazines, newspapers, and other factors, there has been an
increasing customer awareness among Indians. Today’s customers are more selective
over the brand and quality of the products they purchase.

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  Brand consciousness: The major portion of India’s population comprises Millennials
making around 35% of the total population. This set of customers are more conscious
about the brands and willing to spend more to satisfy their needs.
 Growth of shopping malls: In the year 2018 there were 253 shopping malls in the eight
major metropolitan areas of India. This was a stable year-on- year increases from 188
malls in 2012. By 2022 it was expected that around one hundred malls are competed. By
2026, the cities of Bengaluru, Chennai , Hyderabad, Kolkata, Mumbai, metropolitan
region, national capital region and pune will add 25 million sq. ft of space, to the existing
stock of 51 million sq ft, the report said. Physical retail continues to gain prominence
among Indian shoppers even as online retail continues to grow.
 Availability of consumer credit: Consumer credit in terms of consumer durable loans or
credit cards, offer customers to pay the price of a product in several installments at a
minimum rate of interests. As this option provides convenience of not paying the full
amount in advance, this may create demand for certain products in the retail sector.
CHALLENGES FACED BY INDIAN RETAIL INDUSTRY
 LACK OF TECHNOLOGY ADOPTION: One of the major challenges is the
availability , feasibility, and adoption of technology in the retail industry. Retailers use
technology
 Competition from unorganized retail: Unorganised retail consists of small retailers
including mom and pop and kirana stores. They operate near to or in the residential areas.
These stores do not pay taxes and almost negligible real estate & human labor costs. They
also offer free home deliveries to attract customers. These stores pose a major challenge
for retail outlets in India.
 Operational costs: Retailers in India incur high costs of operations. Expenses such as
store rents, utilities, labor costs, warehousing costs, taxes ,etc .,cannot be transferred to
the customers as the majority are looking for the low cost goods.
 Impact of covid-19 on Indian retail stores: the covid-19 pandemic has forced
governments worldwide to shut down the country for weeks to curb the spread of the
deadly virus. Immediate closure of the retail stores and outlets and manufacturing units
caused and immediate fall of the sales to an all time low. The pandemic not only
impacted the retailers but also had a huge influence on the brand perseverance. As supply
chains were distracted, well established brands were not able to meet the demand causing
local brands to gain more attention from customers.
 Future outlook: the retail industry in India is currently undergoing major transition from
and unorganized sector to a more organized one. The covid-19 pandemic has fueled the
shift as most of the retailers are forced to adopt technology to move their business
forward.

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TYPES OF RETAIL STORES
 Convenience stores: This is located close to the residential areas so as to make easy
access to the customers. It offers a limited range of products like groceries, daily needed
FMCG products etc. It is small in size as compared to other retail outlets.
 Chain of stores: a single retailer establishes a chain of stores with its executive’s store
design and often offers certain special goods & services all chains have exclusive stores
design selling & promotional plan. E.g. Raymond which offers exclusive suiting and
shirting.
 Franchisee: this is the best way to enter into the retail sector. In this type of retail outlet
the store is owned & operated by the individuals on behalf of & is licensed by a big
supporting organization. E.g. Pizza Hut, Mac Donald’s.
 Specialty stores: A specialty store is a shop that caters to one specific retail market.
Examples of specialist stores include camera stores, pharmacies, stationers, and
bookstores. In other words, a shop that specializes in one breed of products.
 Departmental stores: Departmental stores have various departments like cosmetics,
stationaries, clothing, food products, etc under one room. Here every department is
treated as a profit center or strategic business unit. These stores are larger in size as
compared to convenience stores & specialty stores. Eg. Shoppers Stop, Pantaloon
 Super Market: These are bigger than the departmental stores offering more products like
housewares section electronic goods gives more services than the departmental stores. Eg
Nilgiris brand in the south.
 Hyper Market: These are very large in size. They provide large parking space than
supermarkets & departmental stores. Eg Big Bazaar
 Shopping Malls: It is an arrangement of retail stores & provides the right mix of
shopping. Here retail space is shared by other retailers who operate these retail outlets
individually. Such group of a retail outlets in the same building or premises is called a
shopping mall. Eg Plutone in Rourkela
 Discount Stores: Discount stores differentiated themselves on the basis of low prices &
various offers. Eg Subhiksha
 Factory Outlet: Factory stores are owned & operated by the manufacturer who sells the
product directly to the customer at a low price because there is no middleman involved.
Eg Raymond,
Nike.

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RETAIL MARKET SIZE

As per Kearney Research, India’s retail industry is projected to grow at 9% over 2019-2030,
from US$ 779 billion in 2019 to US$ 1,407 billion by 2026 and more than US$ 1.8 trillion by
2030. Revenue of India’s offline retailers, also known as brick and mortar (B&M) retailers, is
expected to increase by Rs. 10,000-12,000 crore (US$ 1.39-2.77 billion) in FY20. India’s direct
selling industry is expected to be valued at US$ 2.14 billion by the end of 2021. E-Retail has
been a boon during the pandemic and according to a report by Bain & Company in association
with Flipkart ‘How India Shops Online 2021’ the e-retail market is expected to grow to US$
120-140 billion by FY26, increasing at approximately 25-30% p.a. over the next 5 years. Despite
unprecedented challenges, the India consumption story is still robust. Driven by affluence,
accessibility, awareness and attitude, household consumption stood at Rs. 130–140 trillion (US$
1.63-1.75 trillion) in 2021.
India has the third-highest number of e-retail shoppers (only behind China, the US). The new-age
logistics players are expected to deliver 2.5 billion Direct-to-Consumer (D2C) shipments by
2030. Online used car transaction penetration is expected to grow by 9x in the next 10 years.
According to recent industry reports, the e-commerce industry witnessed a phenomenal 36.8%
YoY growth in terms of order volumes. As consumers prefer to shop online throughout the year,

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this fast-changing consumer preference towards online shopping reveals the mature status
acquired by e-commerce brands in India.
As of 2021, there were 1.2 million daily e-commerce transactions. The total value of digital
transactions stood at US$300 billion in 2021 and is projected to reach US$ 1 trillion by 2026.
Online shoppers in India are expected to reach ~500 million in 2030 from +150 million in 2020.
India’s digital economy is expected to touch US$ 800 billion by 2030 and the E-Commerce
market is expected to touch US$350 billion in GMV by 2030.

INVESTMENTS/ DEVELOPMENTS
The Retail sector in India has seen a lot of investments and developments in the recent past.

 Reliance Industries is likely to sell another 8-10% stake in Reliance Retail Ventures Ltd
(RRVL) to fund expansion, retire debt and prepare for the initial public offering of the
conglomerate's retail business.
 Reliance Consumer Products, the FMCG arm of Reliance Retail announced the launch of
its made-for-India consumer packaged goods brand 'Independence' in Gujarat.
 IKEA, the Swedish furniture maker has drawn up plans to invest Rs. 850 crore in its
Indian operation.
 Swedish retailer H&M is set to launch its home décor and accessories products such as
dinnerware and bed linen in India next month. H&M HOME will be available on the
company’s website and through Myntra in March.
 Lulu Group, a UAE-based retail company, will invest Rs. 2,000 crore to develop a
shopping mall near Ahmedabad in Gujarat as part of its plans to expand business in India.
 India’s retail trading sector attracted US$ 4.48 billion FDIs between April 2000- June
2023.
 According to data released by the Ministry of Statistics & Programme Implementation
(MoSPI), India’s Consumer Price Index (CPI) based retail inflation stood at 6.44% YoY
in February 2023.
 In November 2022, Aditya Birla Fashion and Retail Ltd. entered a strategic partnership
with the Galeries Lafayette to open luxury department stores and a dedicated e-commerce
platform in India.
 In August 2022, Louis Philippe, India’s leading premium menswear brand from Aditya
Birla Fashion and Retail Ltd., announced the launch of its outlet in Vadodara, Gujarat.
 In August 2022, Wipro Consumer announced the launch of traditional snacks and spices
as it forays into packaged foods.
 In July 2022, Reliance Brands Limited (rbl) partnered with Maison Valentino to bring to
India the most established Italian Maison de Couture.
 In June 2022, Reliance Brands Limited inks a JV with plastic legno spa to strengthen toy
manufacturing ecosystem in India

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 In June 2022, Aditya Birla Group formally launches TMRW – a Digital First ‘House of
Brands’ venture in the Fashion & Lifestyle space
 In May 2022, Reliance brands limited (rbl) partnered with Tod’s S.p.A, the iconic Italian
luxury brand to become the official retailer of the brand across all categories including
footwear, handbags and accessories in the Indian market.
 In April 2022, Wipro Consumer Care inaugurated its factory in Telangana. It has invested
in a state-of-the-art soap finishing line that runs on highest speed of 700 Nos of soap
/minute.
 In FY22 (till 20th March 2022) total number of digital payment transactions volume
stood at Rs. 8,193 crore (US$ 1.05 billion).
 In July 2023, UPI transactions were valued at Rs. 15.33 lakh crore (US$ 185.60 billion).
 In March 2022, Reliance Brands has bought the India franchisee rights and the current
Sunglass Hut retail network from DLF Brands.
 Retail tech companies supporting the retail sector with services such as digital ledgers,
inventory management, payments solutions, and tools for logistics and fulfillment are
taking off in India. In the first nine months of 2021, investors pumped in US$ 843 million
into 200 small and mid-sized retail technology companies, which is an additional 260%
of capital compared to the entire 2020.
 In November 2021, Department for Promotion of Industry and Internal Trade announced
that it is working on a regulatory compliance portal to minimize burdensome compliance
processes between industries and the government.
 In October 2021, retailers in India increased by 14% compared with last year
 With the rising need for consumer goods in different sectors including consumer
electronics and home appliances, many companies have invested in the Indian retail
space in the past few months.
 In October 2021, Reliance announced plan to launch 7-Eleven Inc.’s convenience stores
in India.
 In October 2021, Reliance Retail introduced Freshpik, a new experiential gourmet food
store in India, to expand its grocery segment in the ultra-premium category.
 In October 2021, Plum, the direct-to-consumer beauty & personal care brand, announced
plan to launch >50 offline stores across India (by 2023) to expand its customer base.
 Tanishq, Shoppers Stop and Bestseller India (sells fashion brands Vero Moda, ONLY and
Jack & Jones) plan to add 10-35 stores in FY22.

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GOVERNMENT INITIATIVES
The Government of India has taken various initiatives to improve the retail industry in India.
Some of them are listed below:

 In April 2022, the government approved PLI scheme for textiles products for enhancing
India’s manufacturing capabilities and enhancing exports with an approved financial
outlay of Rs. 10,683 crore (US$ 1.37 billion) over a five-year period.
 In October 2021, the RBI announced plans for a new framework for retail digital
payments in offline mode to accelerate digital payment adoption in the country.
 In July 2021, the Andhra Pradesh government announced retail parks policy 2021-26,
anticipating targeted retail investment of Rs. 5,000 crore (US$ 674.89 million) in the next
five years.
 Government may change Foreign Direct Investment (FDI) rules in food processing in a
bid to permit E-commerce companies and foreign retailers to sell Made in India
consumer products.
 Government of India has allowed 100% FDI in online retail of goods and services
through the automatic route, thereby providing clarity on the existing businesses of E-
commerce companies operating in India.
 The Minister of MSME announced inclusion of retail and wholesale trades as MSMEs.
Retail and wholesale trade will now get the benefit of priority sector lending under the
RBI guidelines.

ROAD AHEAD
The COVID-19 pandemic has caused changes in consumer preferences, habits, and attitudes over
the past two years. This has a significant impact on how people buy and consume goods and
services. Global retailers are now using cutting-edge business strategies to take advantage of new
retail opportunities. Consumers no longer distinguish between offline and online consumption
channels. Due to this, major companies are experimenting with different ways to design seamless
retail experiences that are integrated across all channels. By utilising both established e-
commerce platforms and traditional techniques, retailers are also experimenting with revenue
models to improve their customer value offer.

E-commerce is expanding steadily in the country. Customers have the ever-increasing choice of
products at the lowest rates. E-commerce is probably creating the biggest revolution in retail
industry, and this trend is likely to continue in the years to come. Retailers should leverage
digital retail channels (E-commerce), which would enable them to spend less money on real

8
estate while reaching out to more customers in tier II and tier III cities. Online retail market in
India is projected to reach US$ 350 billion by 2030 from an estimated US$ 55 billion in 2021,
due to rising online shoppers in the country. Online penetration of retail is expected to reach
10.7% by 2024 versus 4.7% in 2019. Nevertheless, long-term outlook for the industry looks
positive, supported by rising income, favorable demographics, entry of foreign players, and
increasing urbanization.

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 CHAPTER II

COMPANY PROFILE

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11
 About Shoppers Stop
Shoppers Stop is home to a multitude of leading international and national brands for apparels,
fragrances, accessories, cosmetics, footwear, home décor & furnishings catering to the needs of
the entire family. They aspire to provide customers a memorable international shopping
experience. Shoppers Stop is one of the largest chain of departmental stores across India.

VISION
“To be an inspirational and trusted brand, transforming customers’ lives
through fashion and delightful shopping experience every time”

Mission:
EXCELLENCE - "We will have an environment that encourages development & excellence."
OPENNESS - "The obligation to dissent and an environment conducive to openness."
CARE - "We will have a willingness to apologize and forgive."
INTEGRITY – "We will be fair and not take what is not ours."
INNOVATIVE – "We will have an environment of innovation and growth."
SOCIALLY RESPONSIBLE – "We will respect our customers’ rights and be socially
responsible.

Shoppers Stop has a team of professional associates who strive endlessly to provide the best
shopping experience to each of the customers. Shoppers Stop has adopted a new philosophy of
“Start Something New” to give retail a new dimension and innovation is the key driver to attain
excellence in customer service.

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CORPORATE INFORMATION
Shoppers Stop stores have an unparalleled assortment of leading international and national
brands in clothing for men, women, and kids, accessories, fragrances, cosmetics, footwear, home
furnishing, and décor products. The stores aim to provide shoppers a truly international shopping
destination.
Shoppers Stop has experienced and professional team that follows practices and systems which
are world-class. The associates are passionate about providing the customers the best shopping
experience. This vision has helped Shoppers Stop grow from a single store in 1991 to the largest
chain of department stores in India today.
At Shoppers Stop the belief is in providing a fantastic shopping experience to the customers and
setting benchmarks to gain success.

HISTORY OF SHOPPERS’ STOP

Shoppers Stop Limited is engaged in the business of retailing a variety of household and
consumer products through departmental stores. At 31 March 2019, the company operated
through 83 such departmental stores located in different cities of India. An Indian retail sector
major Shoppers Stop Limited (SS) opened its door in the year 1991, the foundation was made by
K Raheja Corp and it was incorporated on 16th June 1997 as a private limited company. It
started operations with the first store in suburban Mumbai., Shopper's Stop is a household name,
known for its superior quality products, services and above all, for providing a complete

13
shopping experience. It provides retail range of branded and own label apparel, footwear,
perfumes, cosmetics, jewellery, leather products and accessories, home products, books, music
and toys, operates in the cities of Mumbai, Delhi, Kolkata, Chennai, Bangalore, Hyderabad,
Pune, Jaipur and Gurgaon.
The first store was opened in the year 1991 at Andheri, a suburb in Mumbai, only with
Menswear. Ladieswear was introduced in the year 1992. After a year, the company added
Children & non-apparels to its list in 1993. Loyalty Program titled First Citizen was launched in
the year 1994 and in 1995; the company opened the second store in Bangalore. The status of the
company was changed to deem public limited company in December of the same incorporation
year 1997. SS opened its third store in Hyderabad during the year 1998 and implemented JDA
Retail ERP (a global leader in retail ERP packages) in the year 1999. Also during the same year
of 1999, the company's fourth & fifth stores in Jaipur & Delhi were opened. During the year
2000, the company opened its sixth & seventh store at Chennai & Chembur, Mumbai and also in
the same year 2000, SS had acquired Crossword, India's leading retail book chain. As on 31
March 2019, the Company has five subsidiaries.
The eight & ninth store in Pune & Bandra and tenth store in Kandivli, Mumbai were opened by
the company in 2001 and 2002 respectively. SS's status was further converted to a full-fledged
public limited company on 6th October 2003. The eleventh, twelfth & thirteenth store in Mulund
(Mumbai), Gurgaon and Kolkata were unlocked by the company in the 2003 itself. During the
year 2004, SS had opened its fourteen, fifteen & sixteenth store in Malad - Mumbai, Kolkata &
Bangalore. In 2005, SS had opened its seventeen, eighteen, nineteen & twentieth store in Pune,
Juhu - Mumbai, Bangalore & Ghaziabad. Also in the same year of 2005, the company had
launched M.A.C & Homestop, a home store. Mothercare in India and F & B outlets Brio & Desi
Cafe were launched by the company during the period of 2006.
SS made its release of twenty first (Mumbai) and twenty second store in Lucknow in the
identical year of 2006 and also acquired 45% of Timezone India. The Company had opened its
22nd Store at Noida in May 2007. During the same year 2007, the company had signed Joint
Venture (JV) (50:50) with the Nuance Group for Airport Retailing and also inked the
Memorandum of Understanding (MoU) with the Home Retail Group of UK to enter into a
franchise arrangement for the Argos formats of catalogue & internet retailing. In March 2008, SS
kicks its operation Kolkata, aggregating the 24 shops. The Company honored with Emerging
Market Retailer of the Year 2008 in April of the year 2008. In same April of the same year 2008,
SS had unveiled its new logo and introduced the new expression of the brand. SS bagged
Department Store of the Year award in November of the year 2008 for its reputation in the
industry.During the year 2016, the rights of 163,040,500 7% Cumulative Redeemable Preference
Shares (CRPS), held by Shoppers Stop in its subsidiary Hypercity Retail (India) Ltd were varied
to make them Compulsorily Convertible Preference Shares (CCPS), with the conversion ratio of
5:1 i.e. 5 CCPS of Rs.10/- each were converted into 1 equity share of Rs.10/- each. Accordingly,
on 15 March 2016, Shoppers Stop was allotted 32,608,100 equity shares of Rs.10/- each.
Further the terms of 131,070,000 7% Compulsorily Convertible Preference Shares of Rs.10/-
each (CCPS) held by Shoppers Stop in Hypercity were varied and converted into equity shares

14
on 15 March 2016 instead of 31 August 2017. The company was allotted 26,214,000 equity
shares of Rs.10/- each.
During FY 2016, Shoppers Stop advertised its exclusive brands, specifically haute curry and life,
through a series of press advertisements featuring the trendy designs from the latest collections.
The Company had category-based promotions like the SKD Exchange Fest, Back to College,
Suits & Jackets Fest, in association with the NGO partner Akshaya Patra, to name a few. These
festivals provided offers across all brands available in the store for the particular category.
The company shifted its Registered Office to Umang Tower, 5th Floor, Mindspace, Off. Link
Road, Malad (West), Mumbai - 400 064 with effect from 17 April 2017.
During FY 2018, in terms of the Share Purchase Agreement executed with Future Retail Limited
and approval accorded by the members through postal ballot on 13 November 2017, Shoppers
Stop disposed of 77,158,778 equity shares of Rs. 10/- each constituting 51.09% of the share
capital of Hypercity Retail (India) Ltd.; its material subsidiary to Future Retail Limited on 30
November 2017. Accordingly, Hypercity ceases to be subsidiary of the Company. In turn,
Shoppers Stop was allotted 4,756,823 equity shares of Rs. 2/- each at an issue price of Rs. 537/-
per equity share by Future Retail Limited and received cash consideration in terms of the
aforesaid Share Purchase Agreement. These equity shares are locked in upto 28 December 2018.
The Nuance Group AG, Switzerland and Shoppers Stop, had formed a Joint Venture called
Nuance Group (India) Pvt. Ltd. (NGIPL), to operate the duty free stores at international airports
in India. During the year under review, Shoppers Stop has disposed off its 40% shareholding in
NGIPL to The Nuance Group AG, Switzerland, at a consideration of Rs. 600 lacs on 6 October
2017. With the disposal of this shareholding, the Shareholders Agreement executed with them,
stands terminated and accordingly, NGIPL ceases to be an associate company.
Further, Shoppers Stop also disposed of 500 equity shares of Rs. 10 each of Nuance Group
Fashion & Luxury Duty Free Pvt. Ltd. at its face value.Timezone Entertainment Pvt. Ltd (TEPL)
is engaged in the business of operating Family Entertainment Centres (FEC) under the Timezone
brand. During the year under review, Shoppers Stop disposed of its 48.42% shareholding in
TEPL to Timezone West Asia Pte.Ltd, at a consideration of Rs. 2,270 lacs on 15 February 2018.
With the disposal of this shareholding, the joint venture agreement executed in this regard stands
terminated and accordingly, TEPL ceases to be an associate company of the company. Shoppers
Stop allotted 43,95,925 equity shares of Rs. 5/- each at a price of Rs. 407.78/- per equity share,
aggregating to Rs 17,925.70 lacs to Amazon.com NV Investment Holdings LLC, Foreign
Portfolio Investor, on private placement basis on 12 January 2018.
During the year 2019, the Company opened 2 departmental stores i.e. one each at Noida and
Nasik taking its chain of stores to 83 stores (including 5 airport stores), 12 HomeStop stores and
115 stores under various beauty formats under its operations.

15
COMPANY PROFILE
Founded in : 1991 (32 yrs old)
Founded in :1991
Ownership: Public(32 yrs old)
Ownership
India : Public
Employee count : 5k-10k
India Employee
Global Employeecount
count: :5k-10k
10k-50k
Global Employee
Headquarters count :Maharashtra,
: Mumbai, 10k-50k India
Headquarters
Office : Mumbai,
Locations Maharashtra,
: Mumbai, India
Maharashtra, India
Office: Locations
CEO : Mumbai, Maharashtra, India
Kavindra Mishra
CEO of
Type : Venu Nair : Indian MNC
Company
Type ofofCompany
Nature Business :: Indian MNC
Product, Service, B2C
Nature of: shoppersstop.com
Website Business : Product, Service, B2C
Website : shoppersstop.com

ABOUT THE PARENT COMPANY

K. RAHEJA CORP
K Raheja Corp is a success story spanning four decades and stands today as one of India’s
leading developers.

From exquisite residences to adaptive workplaces, skillfully created hotels and convention
centers to outstanding retail destinations, the K Raheja Corp has made a significant impact on the
evolution of modern-day living. K Raheja Corp delivers aspirational spaces with distinct
characteristics and attributes, making each of its offerings unique. The Company has also been
ahead of the curve in the green development sector. Pioneering the industries’ responsibility
towards contributing to a green society, it signed a memorandum of understanding with the CII-
Green Building Council to construct green buildings, back in 2007. Apart from its eco-friendly
constructions, K Raheja Corp is committed to developing large, green expanses across the
country. With its buildings certified in the categories of Gold and Platinum, it has been
recognized with awards across prestigious forums.
Backed by the belief that ‘people are a company’s greatest asset and competitive advantage’, K
Raheja Corp leads the way with exemplary HR policies, judiciously collated from the best across
industries, to ensure employee engagement and fulfilment.With the upsurge in the Indian real
estate sector, K Raheja Corp is one of the main proponents that will level the playing field for
India with other developed economies.

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Vision : To be a trusted leader in the realty industry, as a creator of enduring experiences for
customers, partners and employees alike. To create inspiring landmarks that push the limits of
real estate and uncover new horizons of commercial and residential realty.

ABOUT CEO:
Shoppers Stop Limited has appointed Kavindra Mishra, Chief Commercial Officer and CEO
Homestop, as its Executive Director & CEO, subsequent to the resignation of its Managing
Director & CEO, Venu Nair.
Mishra has been appointed as an Executive Director & Chief Executive Officer of the Company
for a period of three years effective September 1, 2023, subject to approval of shareholders of the
Company.

Before joining Shoppers Stop as Chief Commercial Officer and CEO of Homestop, Kavindra
Mishra (Kavi) was working as the Managing Director and CEO of House of Anita Dongre,
which has brands like AND, Anita Dongre and Global Desi. Prior to that Kavi served as the
Managing Director at Pepe Jeans India for a period of 6 years and managed the transition of
company from a JV to a 100% subsidiary of Pepe Jeans Global.
Kavi was instrumental in making Pepe Jeans as an aspirational and profitable denim brand. Kavi
was a co-founder in Zovi.Com, a start-up funded by Tiger Global & Saif Partners. Kavi is a Post
Graduate Diploma holder from Indian Institute of Management, Bangalore, who started his retail
career with ABFRL. He started there with Allen Solly, before heading their Middle East
Business. Kavi has been part of the Senior Leadership from then and has worked in diverse retail
companies such as Tommy Hilfiger, United Colors Of Benetton, Pepe Jeans and House Of Anita
Dongre. He has total work experience of more than 24 years.
The Chairman of the Company, BS Nagesh said that “I am delighted that Kavindra Mishra, has
been promoted as the Executive Director and CEO of the Company. In the last five months he
has taken over the charge of Homestop and the commercial part of the Shoppers Stop business.
His skills as a Business Leader, strategic expertise and overall understanding of the retail

17
industry is an excellent fit for leading the Company as its CEO and setting high standards. Under
his leadership and guidance, I am confident about the future growth of the Company”
Meanwhile, Nair has tendered his resignation from his position, effective from the close of
business hours of August 31, 2023, due to personal reasons, to enable him to spend more time
with his family and explore other options.
The Board of Directors of the Company accepted his resignation and placed on record their
appreciation for the contribution made by him during his tenure. He has been instrumental in
strengthening the business in the post Covid era, by growing its strategic pillars of fashion,
beauty and expansion of the Company’s retail network. “He leaves a much-strengthened
Shoppers Stop. To ensure a seamless transition, he will continue to guide and advice the CEO
over the next 6 months, in his capacity as a Company official,” said a press statement.

Iconic Labels From The House Of Shoppers

Stop

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 CHAPTER III

OBJECTIVES,
PROBLEM
IDENTIFICATION,
HYPOTHESIS &
LIMITATIONS OF
THE STUDY

22
OBJECTIVES
1. To determine the customer profile :
A customer profile is a detailed description of your current customers based on their
demographic information, geographical location, purchasing behaviors, or the likelihood to use
certain products and channels. Marketers often make references to customer personas; however,
in the main these tend to be built on supposition and projection or historic small scale market
surveys. Customer profiles are more valuable than personas as they’re based on factual
information about your actual customers. This provides a clearer view of their pain points and a
better understanding of the products and services they may be interested in. Customer profiles
can be created for your general customer base or for specific groups that your organization is
interested in e.g. high value customers, customers who are buying a new product or service,
those most likely to buy online versus instore. By analyzing more granular groups, your
company can better understand wants and needs of key ‘segments’, increasing personalization
and engagement and helping to maximize lifetime returns on customer relationships.
2. To determine the shopping behavior of customers :
A consumer's shopping behavior heavily depends on several factors including, but not limited to
age, origin, gender, interests, etc. What might be a certain group of people’s shopping
preference, might not coincide with the habits of another group. Adding to this, what consumers
base their purchasing decisions on, how they look for products and services, and what payment
methods they use, is evolving constantly. While shoppers base their purchasing decisions on
personal factors, such as budget and favorite stores & items, they can be influenced by external
circumstances. For example, the current rise of inflation is having a strong and global impact on
the way consumers shop, causing many to limit their expenses and shift their attention towards
cheaper alternatives and ways to save.
3. To determine the brand preferences and reasons thereof :
Brand preference is when a customer identifies a preferred product and makes that brand a part
of their regular purchasing routine. This might come after a consumer tests other products—
trying out the competition but ultimately settling on one prevailing brand. The reasoning could
range from the product itself to the brand’s messaging or even the brand’s values. The goal of
building brand preference is to create a direct relationship that creates loyal customers who keep
your brand top of mind at the point of their purchase decision. rand preference can be an
indicator of an effective upper-funnel strategy. In the marketing funnel, a successful upper-
funnel strategy involves creating brand awareness through meaningful interactions with
consumers. One of the biggest hurdles that a brand faces is breaking through the noise and
determining that their brand is visible and embraced by the people whom they’re trying to reach.
Creating the level of brand loyalty that comes with brand preference isn’t simply an indicator
that your brand awareness has grown, but that your brand has resonated enough with a consumer
that they’ve prioritized it as they move through their customer journey.Furthermore, once brand
preference has been established, a well-known brand has the potential to, in simple terms,
advertise itself. Whether that’s through a memorable brand image, a good customer service
experience, or a brand name that sticks out in the mind of potential customers, these small things
contribute to brand preference, helping up-and-coming names break into the marketplace.

23
 4. To comprehend the determinants of customer satisfaction :
Customer satisfaction is defined as a measurement that determines how happy customers are
with a company’s products, services, and capabilities. Customer satisfaction information,
including surveys and ratings, can help a company determine how to best improve or changes its
products and services. An organization’s main focus must be to satisfy its customers. This
applies to industrial firms, retail and wholesale businesses, government bodies, service
companies, nonprofit organizations, and every subgroup within an organization. Customers
include anyone the organization supplies with products or services. Organizations should not
assume they know what the customer wants. Instead, it is important to understand the voice of
the customer, using tools such as customer surveys, focus groups, and polling. Using these tools,
organizations can gain detailed insights as to what their customers want and better tailor their
services or products to meet or exceed customer expectations.

5. To know the promotional strategy and buying decision :

In marketing, promotion refers to any type of marketing communication used to inform target
audiences of the relative merits of a product, service, brand or issue, most of the time persuasive
in nature. It helps marketers to create a distinctive place in customers' mind, it can be either a
cognitive or emotional route. The aim of promotion is to increase brand awareness, create
interest, generate sales or create brand loyalty. It is one of the basic elements of the market mix,
which includes the four Ps, i.e., product, price, place, and promotion. Promotion is also one of
the elements in the promotional mix or promotional plan. These are personal selling, advertising,
sales promotion, direct marketing, publicity, word of mouth and may also include event
marketing, exhibitions and trade shows. A promotional plan specifies how much attention to pay
to each of the elements in the promotional mix, and what proportion of the budget should be
allocated to each element. Promotion covers the methods of communication that a marketer uses
to provide information about its product. Information can be both verbal and visual.

LIMITATIONS OF THE STUDY

The limitations of a study are the elements of methodology or study design that impact the
interpretation of your research results. The limitations essentially detail any flaws or
shortcomings in your study. Study limitations can exist due to constraints on research design,
methodology, materials, etc., and these factors may impact the findings of your study. However,
researchers are often reluctant to discuss the limitations of their study in their papers, feeling that
bringing up limitations may undermine its research value in the eyes of readers and reviewers.

In spite of the impact it might have (and perhaps because of it) you should clearly acknowledge
any limitations in your research paper in order to show readers—whether journal editors, other
researchers, or the general public—that you are aware of these limitations and to explain how
they affect the conclusions that can be drawn from the research.

24
This research, however, is subject to several limitations. Those are:
The study was conducted with the following limitations:
1) Due to lack of time, the present study is conducted only retailers and nor covered the performance
of customers and their satisfaction in retailing.
2) This study is restricted to Shoppers’ Stop, Rourkela only
3) Applicable for a short period only.
4) The data used for preparing the report is limited only to the 95 customers within the Shoppers’ Stop
and hence the interpretation and conclusion obtained may not be appropriate or exact with the
occurrences.

25
 CHAPTER IV

RESEARCH
METHODOLOGY

26
RESEARCH METHODOLOGY
Research methodology is a way of explaining how a researcher intends to carry out their
research. It's a logical, systematic plan to resolve a research problem. A methodology details a
researcher's approach to the research to ensure reliable, valid results that address their aims and
objectives. It encompasses what data they're going to collect and where from, as well as how it's
being collected and analyzed.
A research methodology gives research legitimacy and provides scientifically sound findings. It
also provides a detailed plan that helps to keep researchers on track, making the process smooth,
effective and manageable. A researcher's methodology allows the reader to understand the
approach and methods used to reach conclusions.

Having a sound research methodology in place provides the following benefits:

 Other researchers who want to replicate the research have enough information to do so.
 Researchers who receive criticism can refer to the methodology and explain their
approach.
 It can help provide researchers with a specific plan to follow throughout their research.
 The methodology design process helps researchers select the correct methods for the
objectives.
 It allows researchers to document what they intend to achieve with the research from the
outset.

When designing a research methodology, a researcher has several decisions to make. One of the
most important is which data methodology to use, qualitative, quantitative or a combination of
the two. No matter the type of research, the data gathered will be as numbers or descriptions, and
researchers can choose to focus on collecting words, numbers or both.

When designing a research methodology, a researcher has several decisions to make. One of the
most important is which data methodology to use, qualitative, quantitative or a combination of
the two. No matter the type of research, the data gathered will be as numbers or descriptions, and
researchers can choose to focus on collecting words, numbers or both.

27
There are three types of research methodology based on the type of research and the data
required.

 Quantitative research methodology focuses on measuring and testing numerical data.

This approach is good for reaching a large number of people in a short amount of time.
This type of research helps in testing the causal relationships between variables, making
predictions, and generalizing results to wider populations.
 Qualitative research methodology examines the opinions, behaviors, and experiences
of people. It collects and analyzes words and textual data. This research methodology
requires fewer participants but is still more time consuming because the time spent per
participant is quite large. This method is used in exploratory research where the research
problem being investigated is not clearly defined.
 Mixed-method research methodology uses the characteristics of both quantitative and
qualitative research methodologies in the same study. This method allows researchers to
validate their findings, verify if the results observed using both methods are
complementary, and explain any unexpected results obtained from one method by using
the other method.

1. The methodology used in this study is qualitative method. This method

analyses the customers preferences based on their behavior and
choices on certain situations. In order to fulfill the objectives of the
study, various concepts have been included in the study. These are
personality, brand personality, antecedents of loyalty behavior,
components of loyalty and various types of brand loyalty. It is
imperative to explain the meaning, definitions, measurements and
variables included to measure the concept before discussing the
concepts.

Sampling:
Sampling is an important part of a research methodology and involves selecting a representative
sample of the population to conduct the study, making statistical inferences about them, and
estimating the characteristics of the whole population based on these inferences. There are two
types of sampling designs in research methodology—probability and nonprobability.

 Probability sampling

28
In this type of sampling design, a sample is chosen from a larger population using some form of
random selection, that is, every member of the population has an equal chance of being selected.
The different types of probability sampling are:

a) Simple random—every single member is chosen randomly.

b) Systematic—sample members are chosen at regular intervals. It requires selecting a
starting point for the sample and sample size determination that can be repeated at regular
intervals. This type of sampling method has a predefined range; hence, it is the least time
consuming.
c) Stratified—researchers divide the population into smaller groups that don’t overlap but
represent the entire population. While sampling, these groups can be organized, and then
a sample can be drawn from each group separately.
d) Cluster—the population is divided into clusters based on demographic parameters like
age, sex, location, etc.

 Nonprobability sampling
This type of sampling involves feedback based on a researcher’s sample selection capabilities
and not on a fixed selection process. The different types of nonprobability sampling methods are:
a) Convenience—selects participants who are most easily accessible to researchers due to
geographical proximity, availability at a particular time, etc.
b) Purposive—participants are selected at the researcher’s discretion. Researchers consider
the purpose of the study and the understanding of the target audience.
c) Snowball—already selected participants use their social networks to refer the researcher
to other potential participants.
d) Quota—while designing the study, the researchers decide how many people with which
characteristics to include as participants. The characteristics help in choosing people most
likely to provide insights into the subject.

2. Hence according to the sampling methods, the sample size is taken to

be within 100 i.e. 95. The sample selected is chosen through the
simple random probability sampling, in which each and every
prospects had the equal chance to be chosen for the survey.

29
Data Collection Methods
During research, data are collected using various methods depending on the research
methodology being followed and the research methods being undertaken. Both qualitative and
quantitative research have different data collection methods, as listed below.

 Qualitative research
a) One-on-one interviews: Helps the interviewers understand a respondent’s subjective
opinion and experience pertaining to a specific topic or event
b) Document study/literature review/record keeping: Researchers’ review of already
existing written materials such as archives, annual reports, research articles, guidelines,
policy documents, etc.
c) Focus groups: Constructive discussions that usually include a small sample of about 6-
10 people and a moderator, to understand the participants’ opinion on a given topic.
d) Qualitative observation: Researchers collect data using their five senses (sight, smell,
touch, taste, and hearing).
 Quantitative research
a) Sampling: The most common type is probability sampling.
b) Interviews: Commonly telephonic or done in-person.
c) Observations: Structured observations are most commonly used in quantitative research.
In this method, researchers make observations about specific behaviors of individuals in a
structured setting.
d) Document review: Reviewing existing research or documents to collect evidence for
supporting the research.
e) Surveys and questionnaires. Surveys can be administered both online and offline
depending on the requirement and sample size.

3. According to the data collection methods, this study uses the data
collection method of surveys, questionnaires and previous document
reviews.

Data Analysis Method

The data collected using the various methods for qualitative and quantitative research need to be
analyzed to generate meaningful conclusions. These data analysis methods7 also differ between
quantitative and qualitative research.
 Quantitative research involves a deductive method for data analysis where hypotheses
are developed at the beginning of the research and precise measurement is required. The

30
 methods include statistical analysis applications to analyze numerical data and are
grouped into two categories—descriptive and inferential.

 Descriptive analysis is used to describe the basic features of different types of data to
present it in a way that ensures the patterns become meaningful. The different types of
descriptive analysis methods are:

 Measures of frequency (count, percent, frequency)

 Measures of central tendency (mean, median, mode)
 Measures of dispersion or variation (range, variance, standard deviation)
 Measure of position (percentile ranks, quartile ranks)

 Inferential analysis is used to make predictions about a larger population based on the
analysis of the data collected from a smaller population. This analysis is used to study the
relationships between different variables. Some commonly used inferential data analysis
methods are:

 Correlation: To understand the relationship between two or more variables.

 Cross-tabulation: Analyze the relationship between multiple variables.
 Regression analysis: Study the impact of independent variables on the dependent
variable.
 Frequency tables: To understand the frequency of data.
 Analysis of variance: To test the degree to which two or more variables differ in an
experiment.

 Qualitative research involves an inductive method for data analysis where hypotheses
are developed after data collection. The methods include:

 Content analysis: For analyzing documented information from text and images by
determining the presence of certain words or concepts in texts.
 Narrative analysis: For analyzing content obtained from sources such as interviews,
field observations, and surveys. The stories and opinions shared by people are used to
answer research questions.
 Discourse analysis: For analyzing interactions with people considering the social
context, that is, the lifestyle and environment, under which the interaction occurs.
 Grounded theory: Involves hypothesis creation by data collection and analysis to
explain why a phenomenon occurred.
31
 Thematic analysis: To identify important themes or patterns in data and use these to
address an issue.

4. To analysis the data obtained from the questionnaires various methods

of data analysis was used from quantitative methods to qualitative
methods. The analysis was mostly dependent upon the questionnaires
but previously documented reports have also helped a lot for better
understanding of analysis and organizing of the data the conclusions
derived from. The previous report have also helped in the comparison
of the past and present outcomes of retail sectors.

32
CHAPTER V

LITERATURE
REVIEW

33
REVIEW OF LITERATURE
Buying behavior is the way in which an individual acts when he or she buys or avail goods or
services such as what to buy, where to buy, when to buy, from whom to buy and for what
amount to buy. Understanding the buying behavior of the customers is vital for an organization
to attract and retain customers.
1. Meenakshi M in her study upon the impact of buyer behavior and repeat purchase behavior on
the brand loyalty of women footwear customers in Chennai found out that women buyer
behavior towards footwear was identified through five predominant factors such as branded
products, brand features, product features, personal and social factors and promotional factors.
Women footwear customers were brand conscious as they perceived that branded products were
quality products and the usage of such products improved their status. They were meticulous in
analyzing the brand features of the footwear that included popularity and sophisticated image
among the customers. Buyer behavior was also influenced by the life style, social system,
education and purchase power. Quality, comfort, durability and designs were the other important
product features that had an impact on the buyer behavior of women footwear. Attractive
advertisements, window display, gifts and offers provided by the various footwear brands also
played a vital role in the buyer behavior. Women footwear customers’ loyalty was highly
influenced by quality, durability, designs and comfortability offered by the brand. Customers
matched their brands quality with the price and were loyal if their brand offered good value for
money. Women customers were receptive towards advertisement, especially they were attracted
by the advertisements that visualized models, price and offers and it made them happy and proud
while using the product and it also had an impact on their loyalty determination. Customers
brand loyalty was highly dependent on the uninterrupted availability of their footwear brand.
Women customers liked brands that were popular and brand name played a vital role.
2. In the study about the customer perception towards retail service quality in multi brand chain
of apparel stores at Tiruchirappalli city by Rajesh J, it was found out that from gender-wise
classification that 42.9% respondents were male and remaining 57.1% were female respondents.
The age-wise classification revealed that the highest percent of respondents fell in the category
of 31-40 years. The education-wise classification revealed the fair distribution of respondents
from the entire category like school, graduation, post graduation, professional and illiterate. A
fairly similar distribution of respondents could be identified in the occupation-wise classification
having home maker, students, employed and business category of shoppers. It was seen that wife
as the member of the family had the highest score of doing shopping in more numbers than
father, children and other category of the shoppers. The major purpose of visiting an apparel
store has women being the strong reason to shop than any other factors like men, kids and other
accessories. Around 65% of the respondents have the spending pattern of Rs. 3000 and above
while they do shopping at the stores. Display and arrangements of apparels at the store facilitates
better selection of the products in providing a better shopping experience. The consultation
services offered by the store employees satisfy the customers in providing the adequate
information on quality and features of the approach.

34
3. Roy, Radhika, Sharma, Aadya, & Bhoyar, P.K.(2016) in their study on “Indian Footwear
Industry: Consumer Behaviour and Brand Preferences towards Bata”, studied the consumer
behaviour towards Bata products and brand preferences in the Indian Footwear industry. Bata is
one of the oldest footwear brands of India. Since many competitors have paved their ways in the
Indian footwear market, people started recognizing Bata as a school footwear manufacturer. A
primary survey was conducted among 100 respondents in Delhi and NCR region to study
consumer behavior and their preferences towards the Brand. SWOT analysis has also been done
using these responses. The study concludes that Bata produces durable, comfortable, and quality
products, but does not focus on trendy and stylish designs. Bata being an international brand, still
holds an Indian image. Bata should rework on a lot of factors like promotions, designs and online
present in order to stay in the Indian market and compete with other rising brands like Puma,
Catwalk, Adidas, Reebok, etc.
4. In the study of “customer perception towards branded goods with special reference to end of
season sale” by Karun Kant Uppal, it was concluded that gender, age and income have impact on
the customers’ perception to purchase. A significant difference was found among gender, age,
income, and their responses in regard to purchase of branded goods. It was found that majority of
male and females were agreed that they used to buy branded goods at EoSS. Customers of age
group 20-30, 30-40, 40-50 were in favor to purchase branded goods. Customers with income
group 5-10 lakh had major inclination towards purchase of branded goods at EoSS. It was also
seen that which schemes of EoSS influences the customer to purchase branded goods who in
routine don’t purchase the branded goods. From the schemes given, price discount on MRP was
found to be the most dominating schemes for customers of different gender, age group and
income group. Thus marketers can work on this scheme or make the other schemes more
charming so that customers perception gets influenced by them.
5. In the study Mittal and Aggrawal in their study stated that one can understand that the
consumer and his behavior is the cornerstone of success in marketing. It includes all physical,
mental and emotional processes and cornered behavior which are observable before, during and
after each and every purchase of goods and services. This makes compelling to understand,
observe, record and react to such behavior, in case to have win-win strategy that matter for
marketer and customer both. The research report presented was based on the consumer
perception towards branded garments. Through this study an attempt has been made to
practically understand those emotional or rational appeals, which drive the purchase decision
towards the branded garments. Also certain demographic and psychographic profiles have been
studied and certain relation has been developed.
6. In the interview of De,R. with Harwinder Singh(2016) Indian market is one of the thought
market unlike Canada, Europe, & other Asian markets. People opt for more of value buying. For
accompany dealing in both apparels & footwear, its not easy to cater all the needs in one go but
companies are striving hard to meet up the expectations. Its challenging because people want
adventure all the time & want to connect with outdoors in routine. Many companies not only opt
to produce unisex brands that they produce apparels and footwear for students, college kids, &
professionals at the same time. ‘Woods’ is renowned globally for specialized handicraft formal

35
shoes & accessories for both men & women where as its parent brand ‘Woodland’ basically
produces articles for outdoor, trekking & adventure. Reaching tier II & tier III cities is not only a
challenge but its an opportunity other hand too. One may gain by tapping the untapped. While
the brands target 17-25 year age but today a 15-year-old student also equally adventurous and
willing to go outside. He too demands trekking and adventurous sportswear. Patience and
preservance is the key to success if any brand wishes to explore India which requires
understanding of nuances in taste, preference, colors, & habits for a lost lasting existence.
7. Md. Mazedul Islam (2013), his study reflected that many demographic factors and others
purchase pattern have a significant influence on the customers’ choice of retail outlet and buying
of apparel product. Showroom specific factors also have influence on the buying behavior of the
customers. According to the ranking by the customers, the quality factor prevailed in the first
position, color and design, comfort and style and price were securing successive ranks
respectively. Finally , it was concluded that the retailer must understand the customers buying
behavior process and customers requirements properly. The brand developer should develop and
place the products accordingly to the customer and that will help in sustainable apparel products
development as well as better business performances.
8. According to the study of Alooma (2013), demographic factors made up of age, gender,
marital status, occupation, education and income were the key factors that affect consumer
buying behavior. He concluded that these factors, either acting independently or in conjunction
with each other have significant degree of influences at each stage of the consumer clothes
buying decision making process. Modern marketing has relied on gender to help understand and
explain consumers and their behavior. The majority of studies carried out and provided with
practical guidance to marketers in order to target the preference of stereotypical males and
females.
9. Manish Jain (2011), studied factors affecting consumer preferences of shopping at organized
retail stores of Indore. The study focused out the major attributes. The retail stores as perceived
by the customers of Indore. Analysis of various statistics and factors which were affecting
consumer buying behavior, showed that the customer is very sensitive towards the policies of the
retail outlets. He conducted the study in Big Bazaar, More Mega Store, Easy Day, Vishal Mega
Mart and Reliance Fresh, possibly due to absence of any entertainment facility as, remaining
were present in Malls having a number of entertainment facility. The study shows six major
factors that the consumers preferred to enter the retail stores. The factors are availability, variety,
service, discounts and price, quality of products and promotion. The knowledge of these factors
helped the retailers to formulate new strategies and attract more and more consumers.
10. Thakur and Lamba (2018), conducted the study in the town of Jalandhar in Punjab and
discussed customer satisfaction level and factors that contributed towards the purchase of ready-
made garments. They also widened their study to understand the major consumer requirements
that might be helpful in guiding the ready-to- make garments manufacturers to plan for the future
growth. This study described that Tommy Hilfiger and Peter England were the most popular
items in the town of Jalandhar and the key items dominating the purchase of clothing in terms of
price and quality.

36
11. Dr. Girish K. Nair & Harish K. Nair (2013) conclude that “the customer perception of retail
service quality is an important segment to the emerging and the existing retailers in the market.
As the study reveals that perception of service quality is influenced by the various natures among
various customers, even some of the general factors like Personal interaction, physical aspects
are the dimensions on which customer perception remains constant and common to the entire
customer on a majority basis. So the retail outlets have to frame their own strategies in order to
attract the customers on a longer basis.
12. “A empirical study on customer delight in garments retail chain in Chennai”, Leena Jenefa
(2014); concluded that customer delight does not differ with gender, place, marital status,
monthly income, pre-budgeting but it differs with number earning member in the family,
occasion of purchase and shopping companion.
13. Ahmad (2002) conducted a study on a commercial bank using a stepwise regression and
demonstrated that there is negative significance between age and satisfaction. When age goes up,
satisfaction levels are likely to go down. However, occupation and income levels are positively
related to satisfaction.
14. Nagaraja (2004), opined that, buying behavior was very much influenced by the experience
of their own and of neighbor consumers and his own family. He identified the quality of the
product and its easy availability were the primary and the vital determinants of his buying
behavior. Consumers were influenced by touch and feel aspect of any promotional activity. The
purchase involvement were more influenced by the family members.
15. Lather (2006) in their study on malls in India analyzed that the factor that influence shopper
decision on retail format depend upon store characteristics. Keeping this facts, the researchers
had studied the nine characteristics of malls to elaborate the enthralling shopping experiences.
The study provided academics, mall developers and retailers a richer understanding of various
components that contribute to malls experiences. They concluded that parking and other
amenities played an important role.
16. Dhruv Grewal (2007) in their study identified that the field of retailing has experience
significant changes in recent years. In this article, the author reviewed article published in
Journal of Retailing over the 2002-2007 time spam, classified into ten broad topic categories:
price, promotion, brand or product, service, loyalty, consumer behavior, channel, organizational,
internet, and other.

37
 CHAPTER VI

DATA ANALYSIS &

DATA
INTERPRETATION

38
This chapter contains the results and discussions thereof about the various factors influencing
customer perception towards different brands of kids clothing and women footwear at Shoppers’
Stop. To begin with this chapter explains data screening and processing of demographic
variables such as age, gender, income, occupation.

1) OBJECTIVE 1 :
“To determine the customer profile”

Customer profiling paints a picture of who the customers are and what do they need. By utilizing
these customer profiles one can make better informed decisions for their business. Customer
profiling is a way of creating portraits of your customers that are based on factual information,
such as their buying behaviors or customer service interactions. These aren’t meant to replace
traditional demographics but are used to complement them as you work with customer
touchpoints.

In many businesses, the people behind the products or services offered are rarely the end users.
Customer profiling is a tool which allows you to visualize the customer types who will actually
interact with what you provide. There are three methods of profiling customers based on their
decision-making styles:

1) The Psychographic Approach

The psychographic approach takes a look at customers’ lifestyles to define market segments.
Many components play a role in using the psychographic approach, such as activities, interests,
values, and social class.
2) The Consumer Typology Approach
The customer typology approach segregates consumers based on their motivations, their
mindsets, and how to engage them. There are usually four types of consumers: loyal consumers,
discount consumers, impulsive consumers, and need-based consumers.
3) The Consumer Characteristics Approach
The consumer characteristics approach asks what traits influence buying decisions. There are a
variety of consumer characteristics, but there are three common ones that define modern
consumers.
Creating a customer profile begins by gathering information on existing, satisfied customers,
then trying to target new prospects with matching profiles of your target group. You can begin
customer profiling by:

 Collecting feedback from your customers

 Keeping your customer profiles consistent and up to date
 Surveying your customers on their interests and preferences

i) AGE :
Age is a major factor that influences the buying patterns of the customers. The buying choices of
the youth differ from that of a middle aged people. Elderly people have totally different buying
behavior. Teenagers will be more interested in buying the colorful clothes and the beauty
products. Middle aged are focused on the house property and vehicles for the family.

39
 fig 1.1

The graph above shows the respondents and percentage of age group of the customers that come
and purchase in the Shoppers Stop. As per the graph it can be seen that the age group from 20-40
have highest number of respondents with 52.63% of the respondents being of that age group
which is followed by the age group of 40-60 with 31.58% of respondents, followed by the age
group of below 20 with 10.53% and the last age group is above 60 with the lowest of 5.26%.

ii) GENDER :

Fig 1.2
40
The graph in the fig 1.2 determines the gender of the customers who come to purchase at the
shoppers stop. As per the graph the about 51% of the respondents are female customers and
about 47.5% of the respondents are male customers followed by the 1% 0f the other category of
the customers at the Shoppers Stop.
iii) Annual Income:
Income has the ability to influence the buying behavior of a person. Higher income gives higher
purchasing power to consumers. When a consumer has higher disposable income, it gives more
opportunity for the customers to spend on luxurious products. Whereas low income or middle
income group consumers spend most of their income on basic needs such as groceries and
clothes

Fig 1.3
Fig 1.3 determines the annual income of the respondents. About 46 % of the respondents have
annual salary between 1-3lakh, followed by 40% of the respondents having the annual salary
Below 1lakh followed by about 7% of people having annual salary between 3-5 lakh followed by
about 5% of the respondents having 5-7 lakhs annual salary and lastly followed by the 0% of the
respondents having salary above 10 lakhs

iv) Occupation:
Occupation of a consumer influences the buying behavior. A person tends to buy things that are
appropriate to their profession. For example, a doctor would buy clothes according to his
profession while a professor would have different buying pattern.

41
 Fig.1.4
In the fig 1.4 the graph determines the occupation of the customers. The graph clearly shows that
about 45% of the people are salaried person, about 32% of people are business oriented persons,
about 10% of the respondents belong to the category of homemaker and about 7% of the people
are students.
2) OBJECTIVE 2:
“ To determine the shopping behavior of the customers”
Over the years, pyschologists, sociologists, and researchers have come up with different theories
about different kinds of buyers.
One research theory proposes eight characteristics buyers:
 Perfectionist: the customer looks for the best quality product.
 Brand-aware: the customer prefers brands and designer labels.
 Hedonist : the customer treats shopping as a form of enjoyment.
 Price-aware : the customer seeks low prices, sales, or discounts.
 Fashion-aware: the customer likes to be up to date and seeks variety.
 Impulsive : the customer is prone to spontaneous purchases.
 Confused : the customer experiences too much information or choice.
 Habitual : the customer is loyal to brands and follows a routine.

a) Frequency of shopping by customers:

Purchase frequency describes the number times that the customers make a purchase from a
particular brand within specified time period. This information is crucial to understand customers
retention rate, customers’ buying behavior and even the degree to which they are satisfied.

42
 Fig 2.a
According to the fig 2.a, it can be clearly shown that the customers mostly prefer to purchase
occasionally. About 45% of the graph shows that the customers tend to purchase occasionally,
about 38% shows that there is monthly purchases by the customers, about 13% customer tends to
purchase weekly and about 3% there is daily frequency of purchases by the customers.
b) Time spent by customers in shopping :
The longer the average shopping time, the more a store sells. The shopping time reflects the
overall level of the services in the store. The better the service the longer the people stay and the
more likely they are to make a purchase. Measuring and improving average shopping time
results in an increase in:
 The number of people buying something.
 The number of items they buy.
 The amount of money that they spend.

43
 Fig 2.b
Fig 2.b shows the graph which depicts the time spent by customers in shopping. About 40% of
the customers are likely to spend 30min-1hr, while about 32% of respondents spend less than 30
min of their time in shopping, about 18% of the respondents spend 1hr-2hrs in shopping and
about 6% of the respondents spend more than 2 hr in shopping.
c) PURCHASE IINFLUENCERS:
Buying roles refer to the activities that one or more persons might perform in a buying decisions.
Influencer is a person who influences or whose views influences other persons in making the
final decisions. Customers consider other people’s thoughts and opinions before buying a
product. They think about the reviews of the product or what the other people would say about
the product or what product would their near and dear ones would suggest them to buy.

Fig 2.c

44
According to the fig 2.c about 39% of the respondents have agreed upon friends mostly
influencing the purchase decisions, while 34% have said that family also influence their
purchases, about 19% of the respondents have selected that they are influenced by their own
choices, tastes, likes and dislikes and about 6% respondents have opted that they are influenced
by their spouses for purchases.
d) FACTORS INFLUENCING PURCHASE :

Fig 2.d
Fig 2.d is determining the factors that influences the buying behavior. About 31% of the
respondents have selected “fashions” as the factor for influencing their purchasing, about 26%
have agreed upon “offers” being their purchase influencing factors, about 16% of the
respondents are influenced by the “occasions” for their purchasing, about 17% of the respondents
have selected “seasons” are the reasons that influence them to purchase and about 11% of the
respondents have opted “promotions” as their factors for influencing their purchasing decisions.

3) OBJECTIVE 3 :
“To determine the brand preferences and reasons thereof”

Brand preferences is when a customer identifies a preferred product and makes that brand a part
of their regular purchasing routine. The reasoning could range from the propuct itself to the
brand’s messaging or even the brand’s values. The goal of building brand preference is to create
a direct relationship that creates loyal customers who keep the brand top of mind at the point of
their purchase decision. The elements of brand perception includes brand awareness, perceived
quality, emotional connection, brand associations, and customer satisfaction.

45
 a) TYPES OF LADIES FOOTWEAR PREFERRED :
Women’s shoes come in a variety of styles to suit different occasions and preferences. Each style
offers its unique features, allowing women to choose shoes that match their individual needs and
personal style.

Fig 3.a
In the fig 3.a, the graph shows the types of ladies footwear that are being preferred by the
customers. About 44% of the respondents have opted that they prefer formal shoes more than the
other types, other than that about 32% of the respondents prefer casual shoes and about 24% of
the respondents prefer sports shoes.
b) MATERIALS PREFERRED IN THE FOOTWEAR :

Fig 3.b
In the above mentioned graph ( fig 3.b) , it can be clearly seen that about 36% of the respondents
prefer glitter in their footwear, about 26% of the respondents prefer artificial leather material in
the footwear. Other than that about 15% of the respondents prefer thermoplastics, about 10% of

46
the respondents prefer leather, and about 5% of the respondents prefer fibre material. Neither
respondents prefer polyurethane nor suede.

c) COMPONENTS THAT AFFECTS THE CUSTOMER PREFERENCES :

Fig 3.c
In the above graph fig 3.c, about 37% of the respondents prefer “material” before buying the
footwear, about 33% of the respondents prefer “leather quality”, about 22% of the respondents
follow “trends and fashion”, about 5% of the respondents prefer “fastenings” and about 3% of
the respondents prefer “toe cap strength” and about 2% of the respondents prefer “heel strength”.
d) BRANDS PREFERRED IN LADIES FOOTWEAR :

Fig 3.d
In the graph of the fig 3.d, about 32% of the respondents prefer “Inc.5”, about 26% of the
respondents prefer “sketchers”, about 21% of the respondents prefer “Puma”, about 11% of the

47
respondents prefer “Catwalk”, about 6% of the respondents prefer “HauteCurry” and about 3%
of the respondents have preferred “Lemon & Pepper”.
e) FACTORS INFLUENCING TO CHOOSE FROM DIFFERENT BRANDS IN
LADIES FOOTWEAR :

Fig 3.e
In the graph (fig 3.e), about 33% of the respondents are influenced by “discounts” on different
brands, about 31% of the respondents are influenced by the “price of the product”, about 16% of
the respondents are influenced by the “promotions” for certain product, about 11% of the
respondents choose different brands “for a change” and about 8% of the respondents are
influenced by the “peer effect” for choosing from different brands.
f) MOST IMPORTANT ELEMENT FOR SELECTING FOOTWEAR :

48
 Fig 3.f
In the fig.3.f, about 32% respondents think both price and comfort are important element for
selecting footwear, for about 16% of the respondents “quality” is the important element, about
11% of the respondents “brand” matters; for about 8% of the respondents “personality” matters
to them; and for about 2% of the respondents believe that the packaging of the product is
important.
g) PRODUCT USAGE OF FOOTWEAR :

Fig 3.g
In the fig 3.g, the graph shows that about 58% of the respondents have preferred to wear
occasionally, about 25% of the respondents have said that they would be wearing it monthly,
about 12% of the respondents prefer that they would be using it more often, and about 5% of the
respondents have preferred to wear it always.

h) NECESSARY FOR BUYING KIDS CLOTHINGS :

49
 Fig 3.h
In the fig 3.h; about 27% of the respondents say that “fabric” is necessary for buying the kids
clothing, about 21% of the respondents both “season & sizes” are important; for about 16% of
the respondents have preferred cost as the necessary option for buying kids clothes and about 5%
of the respondents consider fashion; color & elastic to be necessary for buying.
i) FABRICS PREFERRED FOR KIDS CLOTHINGS

Fig 3.i
Fig 3.i shows the graph of fabrics preferred by the customers for their kids clothing. About 42%
of the respondents prefer wool as their choice of fabric for kids clothing, about 38% of the
respondents prefer cotton fabric for their kids clothing, about 16% of the respondents prefer satin
fabric and about 2% of the respondent prefer either linen or fleece as fabric in kids attire.
j) TYPES OF KIDSWEAR PREFERREF BY THE CUSTOMERS FOR THEIR
KIDS :

50
 Fig 3.j
In the fig 3.j; the graph shows about the responses of the customers and their various choices.
About 15.9% of the respondents prefer dresses, about 11.5% of the respondents prefer “jeans”,
about 10.5% of the respondents prefer “denims” and “sets & suits”, about 9.5% of the
respondents prefer “joggers”, about 8.5% of the respondents prefer “trousers”, about 6.5% of the
respondents prefer “skirts” & “shorts”, and about 5.5% of the respondents prefer “sweatshirts”
and “jumpsuits”.
k) IMORTANT ELEMENT FOR KIDS CLOTHINGS :

Fig 3.k
In the graph above; fig 3.k, about 42% of the respondents prefer “quality” of the product i.e.,
kids wear, about 24% of the respondents prefer “brands”, about 22% of the respondents prefer
“price”, about 11% of the respondents think “comfort” is important, and about 2% of the
respondents also think that “packaging” is necessary.
l) BRANDS OF KIDS CLOTHINGS PREFERRED AT SHOPPERS STOP :

51
 Fig 3.l
In the graph (fig 3.l), about 34.8% of the respondents have preferred karrot as their brand choice,
about 33.8% of the respondents have chosen “Stop” as their brand choice for kids, and about
31.5% of the respondents have preferred “Life”.
4) OBJECTIVE 4:
“To comprehend the determinants of customer satisfaction”.

Any organization in any industry has one common goal: to satisfy their customers. Customer
satisfaction is a metric that measures how happy customers are with a business’s products,
services, and capabilities. It’s a reflection of how a customer feels when interacting with the
brand: poor customer satisfaction leads to negative reviews, while satisfied customers will help
build the brand.

So what are the factors that influence customer satisfaction? The three major factors that affect
modern customer satisfaction are customer understanding, service, and technology. By tapping
into these factors, you can provide positive, consistent customer experiences and create real
customer loyalty.

a) SATISFACTION BY THE PRODUCT :

Fig 4.a
In the graph (fig 4.a), about 48% of the respondents have rated “5” to the products from ladies
footwear section and kids footwear, about 34% of the respondents have rated “4”; about 10% of

52
the respondents have rated the products “3”, about 7% of the respondents have rated the products
“2” and no respondents have rated the product “1”.
b) FACTORS INFLUENCING PURCHASE DECISIONS :

Fig 4.b
In the fig 4.b, the graph indicates the factors that influences the purchase decisions. According to
the graph about 33% of the respondents are most likely influenced by the offers, about 21% of
the respondents are influenced by the prices and change of their minds, about 16% of the
respondents are influenced by the promotions and about 8% of the respondents are influenced by
the membership benefits.

c) PRODUCT DESCRIPTION:

Fig 4.c

53
In the graph (fig 4.c) above shows the description of the products from ladies footwear and kids
wear section by the customers at Shoppers’ Stop. According to the graph, about 32% of the
respondents have described the products to be “unique”, about 26% of the respondents have
described the products as “good value for money”, about 19% of the respondents have described
the product as “reliable”, about 13% of the respondents have described the product as
“overpriced”, about 10% of the respondents have agreed upon the products to be “useful”, and
none of the respondents have opted for the products to be of poor quality, impractical or
ineffective.

d) LIKELY TO BUY AGAIN :

Fig 4.d
The graph above (fig 4.d) shows how likely are the customers are to buy again? According to the
graph about 44% of the respondents are very satisfied and are very much likely to buy again,
about 33% of the respondents are satisfied are likely to buy again, about 22% of the respondents
are averagely satisfied and may or may not likely to buy again.

54
 e) EASY TO NAVIGATE :

Fig 4.e
In the graph (fig 4.e), about 51% of the respondents have agreed that it was “easy” to navigate,
about 27% of the respondents opted that navigation to be “extremely easy”, about 21% of the
respondents remained “neutral”, about 1% of the respondents said it was “difficult” to navigate.

f) RATING SERVICES OF SHOPPERS STOP:

Fig 4.f

55
The graph above (fig 4.f), shows the rating of the services, about 52% of the respondents “loved”
the services, about 32% of the respondents have rated the services to be “great”, about 15% of
the respondents have rated the products to be “decent”, and neither of the respondents disliked or
hated the services.
5) OBJECTIVE 5:
“To know the promotional strategy and buying decisions”

A promotion strategy is key for positioning brand on the market, making people aware of the
products or services offered, and how they could benefit by choosing the brand.

But with so many brands offering similar products or services, promotional techniques may be
decisive for many potential clients. Here are the few survey questions that were asked to the
customers to understand the influence of the promotional strategies.

a) ATTRACTED BY THE PROMOTIONAL ACTIVITIES AND DISPLAYS :

Fig 5.a
In the graph (fig 5.a), about 60% 0f the respondents have agreed that displays and promotions do
attract them, about 40% of the respondents have denied that displays and promotion attract them.

56
 b) TYPES OF PROMOTIONAL ACTIVITIES THAT ATTRACTS :

Fig 5.b
The graph above (fig 5,b), shows the various promotional strategies that attract the customers.
About 32% of the respondents said that the “discounts” attract them, about 26% of the
respondents are attracted by the “1+1 offers”, about 24% of the respondents are attracted by the
“extra offers”, and about 17% of the respondents are attracted by “advertisements”.

c) SALE PROMOTION ATTRACTS :

Fig 5.c

57
 The graph (fig 5.c) shows whether the customers are attracted by the sales promotion or not.
According to the graph, about 51.5% of respondents have agreed that sales promotion activities
attract them and about 48.5% of the respondents have said that the sales promotion activities do
not attract them.

d) TYPES OF SALES PROMOTION INFLUENCES TO PURCHASE:

Fig 5.d
In the graph (fig 5.d), it can be seen that various sales activities attract the customers. According
to the graph about 51% of the respondents are attracted by the “discounts” that are offered, about
24% of the respondents are attracted by the “price off” activities, about 15% of the respondents
are attracted by the “extra quantity”, and about 9% of the respondents are attracted by the
“premium offers”.

58
 e) IN STORE PROMOTIONS PREFERRED :

Fig 5.e
In the graph (fig 5.e), it can be seen that about 33% if the respondents are attracted by the “buy 1
get 1 free” in store promotions, about 29% of the respondents are attracted by the “discount on
multi buys”, about 16% of the respondents are attracted by the “only multibuys”, and about 10%
of the respondents have agreed upon “discount on single items” and “loyalty schemes”.

f) OVERALL RATING OF SHOPPERS STOP :

Fig 5.f

59
The graph above (fig 5.f), determines the overall rating by the customers. According to the graph
about 50% of the respondents rated “good” to the Shoppers’ Stop, about 31% of the respondents
have rated “excellent”, and about 2% of the respondents have rated “bad”.

60
 CHAPTER VII

FINDINGS,
CONCLUSION &
RECOMMENDATIO
N

61
This chapter is devoted to recapitulate the summary of main finding and conclusion of the
previous chapters and to offer some suggestion. This study probes the various aspects of
consumers such as the Customer’s preferences towards selection of garments retail outlet, buying
behavior and factors influence customer delight in buying behaviour, perception towards goods
and services available in the retail outlet and the customer’s delight towards amenities and other
facilities provided by retail garment outlet to delight the customer in the garments retail sector. In
spite of several hardship faces by the consumer, this study is taken up with the objective of
analyzing the progress as well as the problems faced by the consumers in garments retail sector.
The study is based on first-hand information collected from 100 respondents, Within the
Shoppers’ Stop. The general plan of analysis is ranged from Percentages.

1.FINDINGS
The major findings of the study are as follows:
A. Objective 1
 To determine the customer profile
The findings obtained to determine the customer profile are with respect to the demographic
factors such age, gender, annual income and their psychological choices.

The findings are as follows:

a) Age: The age group from 20-40 have highest number of respondents with 52.63% of the
respondents being of that age group which is followed by the age group of 40-60 with
31.58% of respondents, followed by the age group of below 20 with 10.53% and the last age
group is above 60 with the lowest of 5.26%. the age group 20-40 are more involved in the
purchasing and making purchase decisions whereas the age group above 60 are less likely to
come for purchases.

b) Gender: The graph in the fig 1.2 determines the gender of the customers who come to
purchase at the shoppers stop about 51% of the respondents are female customers and about
47.5% of the respondents are male customers followed by the 1% 0f the other category of
the customers at the Shoppers Stop. This shows that the female category of the customers
are more perceived towards buying behavior than the male category of the customers.

62
c) Annual income : About 46 % of the respondents have annual salary between 1-3lakh,
followed by 40% of the respondents having the annual salary Below 1lakh followed by
about 7% of people having annual salary between 3-5 lakh followed by about 5% of the
respondents having 5-7 lakhs annual salary and lastly followed by the 0% of the respondents
having salary above 10 lakhs. It can be concluded that the most of the customers are of
lower middle class as they annual income between 1-3lakhs and below 1lakh annual income,
higher middle class with 3-5lakhs and 5-7lakhs annual income.

d) Occupation: The graph obtained from the data analysis clearly shows that about 45% of the
people are salaried person, about 32% of people are business oriented persons, about 10% of
the respondents belong to the category of homemaker and about 7% of the people are
students. This shows that the customers are mostly dependent on their salary for their living
expenses (about 45%), other than salaried persons there is large number of small business
owners (about 32%), followed by homemakers category and students who are dependent
upon other persons income or salary for purchases or living expenses.

B. Objective 2
 To determine the shopping behavior of the customer
Shopping behavior of the customer are dependent upon the various external and internal factors.

The following findings are obtained to determine the shopping behavior of the customer from the
analysis of the data.
a) The customers mostly prefer to purchase occasionally. About 45% of the graph shows
that the customers tend to purchase occasionally, about 38% shows that there is monthly
purchases by the customers, about 13% customer tends to purchase weekly and about 3%
there is daily frequency of purchases by the customers. Occasions play the major role in
influencing the shopping behavior of the customer. Other than occasion part of the
population like monthly purchases.

b) About 40% of the customers are likely to spend 30min-1hr, while about 32% of
respondents spend less than 30 min of their time in shopping, about 18% of the
respondents spend 1hr-2hrs in shopping and about 6% of the respondents spend more
than 2 hr in shopping. The people spending more than two hours in shopping are the
membership customers who are high profile customer and shop in a large amount.

63
 c) 39% of the respondents have agreed upon friends mostly influencing the purchase
decisions, while 34% have said that family also influence their purchases, about 19% of
the respondents have selected that they are influenced by their own choices, tastes, likes
and dislikes and about 6% respondents have opted that they are influenced by their
spouses for purchases. Friends and family are the ones with whom the customers tend to
spend most of their time period in a day and hence these factors mostly influences them
for the purchases and these changes their choices preferences, and shopping behavior.
Other than friends and family the shopping behavior was also influenced by their own
choices and even by their spouses.

d) About 31% of the respondents have selected “fashions” as the factor for influencing their
purchasing, about 26% have agreed upon “offers” being their purchase influencing
factors, about 16% of the respondents are influenced by the “occasions” for their
purchasing, about 17% of the respondents have selected “seasons” are the reasons that
influence them to purchase and about 11% of the respondents have opted “promotions”
as their factors for influencing their purchasing decisions. Trends and fashions are the
most important factors for arousing the interest or desire of the customers to buy those
particular product. On the other hand offers on the product is important as the families
belong to middle class and are very price sensitive. Customers also prefer occasions and
seasons as the most important factor for shopping behavior.

C. Objective 3
 To determine the brand preferences and reasons thereof

Brand preferences is when a customer identifies a preferred product and making that brand a part
of their regular purchasing routine. The term brand preferences means how much a specific
consumer or group of consumers prefer one brand over another. Brand preference is determined
by a variety of factors such as the brand identity, the competitive landscape, brand strength,
customer loyalty, and the efficacy of the brand marketing strategies.

The followings are findings about the customers’ brand preferences and the reasons for choosing
those brands.
a) About 44% of the respondents have opted that they prefer formal shoes more than the
other types, other than that about 32% of the respondents prefer casual shoes and about

64
 24% of the respondents prefer sports shoes. Most of the customers choose formal
footwear more than the casual and sports footwear.

b) About 36% of the respondents prefer glitter in their footwear, about 26% of the
respondents prefer artificial leather material in the footwear. Other than that about 15% of
the respondents prefer thermoplastics, about 10% of the respondents prefer leather, and
about 5% of the respondents prefer fibre material. Neither respondents prefer
polyurethane nor suede. The most preferred material is glitter followed by artificial
leather.

c) about 37% of the respondents prefer “material” before buying the footwear, about 33% of
the respondents prefer “leather quality”, about 22% of the respondents follow “trends and
fashion”, about 5% of the respondents prefer “fastenings” and about 3% of the
respondents prefer “toe cap strength” and about 2% of the respondents prefer “heel
strength”. Most of the customers prefer material and quality before buying the footwear
because customer are likely to buy the product that is valuable and creates some value for
the price offered. Other than that customers also prefer trends, fashion, fastenings and toe
cap strength.

d) About 32% of the respondents prefer “Inc.5”, about 26% of the respondents prefer
“sketchers”, about 21% of the respondents prefer “Puma”, about 11% of the respondents
prefer “Catwalk”, about 6% of the respondents prefer “HauteCurry” and about 3% of the
respondents have preferred “Lemon & Pepper”. Inc.5 is the most preferred as its price
range is relatively lower than the other available brands. Puma and Sketchers are have the
sports shoes on displays, Catwalk, HauteCurry and Lemon & Pepper are relatively high
priced brands.

e) About 33% of the respondents are influenced by “discounts” on different brands, about
31% of the respondents are influenced by the “price of the product”, about 16% of the
respondents are influenced by the “promotions” for certain product, about 11% of the
respondents choose different brands “for a change” and about 8% of the respondents are
influenced by the “peer effect” for choosing from different brands. As because there are
more of the high priced brands customers relatively prefer discounts. As the customer in
the area are price sensitive, they also think price for the product should be within their
budget. Other than all that, promotions, for a change and peer effect also have some
influence on the customers.

f) About 32% respondents think both price and comfort are important element for selecting
footwear, for about 16% of the respondents “quality” is the important element, about
11% of the respondents “brand” matters; for about 8% of the respondents “personality”

65
 matters to them; and for about 2% of the respondents believe that the packaging of the
product is important. Price, comfort and quality are the most important element for
purchasing the footwear. Branded footwear are good in quality and comfort but has high
price, hence only few customers prefer brand rather than price. Other than all these some
customers also think personality or looking good and packaging is important.

g) About 58% of the respondents have preferred to wear occasionally, about 25% of the
respondents have said that they would be wearing it monthly, about 12% of the
respondents prefer that they would be using it more often, and about 5% of the
respondents have preferred to wear it always. Customers tend to wear footwear
occasionally depending on the situations they want to use it in. some of the customers
would like to use the product monthly, most often or always.

h) About 27% of the respondents say that “fabric” is necessary for buying the kids clothing,
about 21% of the respondents both “season & sizes” are important; for about 16% of the
respondents have preferred cost as the necessary option for buying kids clothes and about
5% of the respondents consider fashion; color & elastic to be necessary for buying.
According to the customers the selection of kids clothing needs to be taken special care.
Highest rate of customers think good fabric is necessary for the kids clothing. Sizes and
seasons are the second most important element for buying kids clothing. Other than all
the other factors few customers also think the apparel should be of the affordable price.
Fashion, color and elastic is also important for the kids clothing.

i) About 42% of the respondents prefer wool as their choice of fabric for kids clothing,
about 38% of the respondents prefer cotton fabric for their kids clothing, about 16% of
the respondents prefer satin fabric and about 2% of the respondent prefer either linen or
fleece as fabric in kids attire. Woolen clothes are preferred by the customers during
winters for their kids or some kids who are quick prone to the changes of the weather.
Cotton is the most preferred choice of the parents for their kids, as this fabric is light
weighted, airy, comfortable and soft on the sensitive skin of the kids. Other than cotton
and woolen, few customers prefer satin and linen fabric for their kids.

j) About 15.9% of the respondents prefer dresses, about 11.5% of the respondents prefer
“jeans”, about 10.5% of the respondents prefer “denims” and “sets & suits”, about 9.5%
of the respondents prefer “joggers”, about 8.5% of the respondents prefer “trousers”,
about 6.5% of the respondents prefer “skirts” & “shorts”, and about 5.5% of the
respondents prefer “sweatshirts” and “jumpsuits”. Customers mostly prefer trending
clothes for their kids. Dresses, jeans, denims, sets and suits are the most likely choices of

66
 the parents. Most of the customers also prefer joggers, jumpsuits, skirt and shorts etc.
There are many varieties of the kids clothing for the customer to choose from.

k) About 42% of the respondents prefer “quality” of the product i.e., kids wear, about 24%
of the respondents prefer “brands”, about 22% of the respondents prefer “price”, about
11% of the respondents think “comfort” is important, and about 2% of the respondents
also think that “packaging” is necessary. Quality of the clothes is the most important for
their buying behavior, brands and price are the second and third factor that influence their
buying behavior. Comfort and packaging also matters to the customers for buying.

l) About 34.8% of the respondents have preferred karrot as their brand choice, about 33.8%
of the respondents have chosen “Stop” as their brand choice for kids, and about 31.5% of
the respondents have preferred “Life”. As per the many brands of kids clothing in
Shoppers’ Stop, but currently at the region there is only 3 brands to choose from. Karrot
is the kids wear company that retails clothes for infants (0-9 months), and kids (1-2yrs).
Stop retail kids wear for kids from 2-8yrs (boys & girls); and Life retails kids wear for
kids from 9-16yrs (boys & girls)’

D. Objective 4
 To comprehend the determinants of customer satisfaction

The three major factors that affect modern customer satisfaction can be categorized as customer
perceived quality, value, and service. By harnessing these factors, the company is able to provide
positive, consistent customer experiences and create true customer loyalty.

The following are the findings concluded from the data based on the survey questionnaire
regarding customer satisfaction.
a) About 48% of the respondents have rated “5” to the products from ladies footwear
section and kids footwear, about 34% of the respondents have rated “4”; about 10% of
the respondents have rated the products “3”, about 7% of the respondents have rated the
products “2” and no respondents have rated the product “1”. Rating “5” means the
customer is very satisfied by the products from the ladies footwear and kids wear section.
Rating “1” means the customers are not very satisfied by the product. Most of the
customers are fully satisfied by the products from the ladies footwear and kids wear of
the different brands in the Shoppers. Stop’

67
b) According to the graph (fig 4.b) about 33% of the respondents are most likely influenced
by the offers, about 21% of the respondents are influenced by the prices and change of
their minds, about 16% of the respondents are influenced by the promotions and about
8% of the respondents are influenced by the membership benefits. Offers in the product
price influence customer satisfaction factors. Offers play a major role in influencing the
customers to make the buying decisions. Customers are satisfied and happy when the
products which they like have certain price related discounts, this improves customer
satisfaction and brand image. Other than price discounts change of minds and offers the
customers are also influenced by the promotions and membership benefits.

c) About 32% of the respondents have described the products to be “unique”, about 26% of
the respondents have described the products as “good value for money”, about 19% of
the respondents have described the product as “reliable”, about 13% of the respondents
have described the product as “overpriced”, about 10% of the respondents have agreed
upon the products to be “useful”, and none of the respondents have opted for the products
to be of poor quality, impractical or ineffective.

d) About 44% of the respondents are very satisfied and are very much likely to buy again,
about 33% of the respondents are satisfied are likely to buy again, about 22% of the
respondents are averagely satisfied and may or may not likely to buy again. Most of the
customers are satisfied by the products and hence are likely to buy again. This determines
that the customer will become a loyal customer if it persists.

e) About 51% of the respondents have agreed that it was “easy” to navigate, about 27% of
the respondents opted that navigation to be “extremely easy”, about 21% of the
respondents remained “neutral”, about 1% of the respondents said it was “difficult” to
navigate. Large number of customers agreed that it was extremely easy to navigate
through the kids section and the ladies section were easy and for the few people
navigation was either neutral or difficult. Customers found it easy because products were
arranged in an order and few of them found it difficult because of not finding their
choices.

f) In rating of the services, about 52% of the respondents “loved” the services, about 32%
of the respondents have rated the services to be “great”, about 15% of the respondents
have rated the products to be “decent”, and neither of the respondents disliked or hated
the services. The services of the Shoppers, Stop included easy return, efficient customer
service, easy home deliveries with online shopping, extra benefits for the members only

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 customers, offers and end of season sale. Higher rate of respondents loved the services
provided by the Shoppers’ Stop.
E. Objective 5
 To know the promotional strategy and buying decision

Promotion is an attempt by marketers to inform, persuade, or remind consumers and B2B users
to influence their opinion or elicit a response. Most firms use some form of promotion. Because
company goals vary widely, so do promotional strategies. The goal is to stimulate action from
the people or organizations of a target market. In a profit-oriented firm, the desired action is for
the consumer to buy the promoted item.

Promotional goals include creating awareness, getting people to try products, providing
information, retaining loyal customers, increasing the use of products, and identifying potential
customers, as well as teaching potential service clients what is needed to “co-create” the services
provided.

The following findings are interpreted from the data analysis:

a) About 60% 0f the respondents have agreed that displays and promotions do attract them,
about 40% of the respondents have denied that displays and promotion attract them. This
data says that the displays and promotion do attract the customer to influence them to
purchase and affect the buying behavior of the potential prospect. Sales promotion
activities are methodologies used to enhance and promote sales to generate profit for the
organization. But according to the research few of the respondents are not affected by the
sales promotion these customers are determined to buy when the product is required and
not affected by the price.

b) About 32% of the respondents said that the “discounts” attract them, about 26% of the
respondents are attracted by the “1+1 offers”, about 24% of the respondents are attracted
by the “extra offers”, and about 17% of the respondents are attracted by
“advertisements”. Customers are attracted by the different sales promotions and
strategies. Various sales promotion strategies include discounts, EOSS, offers, extra
benefits, membership perks, etc. As we know customers are very price sensitive, they are
eager for discounts. The customers are highly attracted by the discounts, various types of
offers, and extra benefits. Advertisements for the product create impact on the customers
mind which at some extent influence their buying behavior.

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c) The data shows the customers are attracted by the sales promotion. According to the
graph, about 51.5% of respondents have agreed that sales promotion activities attract
them and about 48.5% of the respondents have said that the sales promotion activities do
not attract them. Large rate of customers have agreed that the sales promotion activities
attract them to buy. These proves that the sales promotion strategies are useful for
attracting customer and increasing the sales volume and profit generating.

d) About 51% of the respondents are attracted by the “discounts” that are offered, about
24% of the respondents are attracted by the “price off” activities, about 15% of the
respondents are attracted by the “extra quantity”, and about 9% of the respondents are
attracted by the “premium offers”. The customers prefer large discounts, price offs, extra
quantity and premium offers make a purchasing decision based on the price and value of
the product.

e) It can be seen that about 33% if the respondents are attracted by the “buy 1 get 1 free” in
store promotions, about 29% of the respondents are attracted by the “discount on multi
buys”, about 16% of the respondents are attracted by the “only multibuys”, and about
10% of the respondents have agreed upon “discount on single items” and “loyalty
schemes”. Who doesn’t like to get extra benefits and extra offers on a single buy.
According to the graph customers are highly attracted to the offers buy 1 get 1 free,
discount on multi buys, discount only on multibuys, discount on single items and loyalty
schemes for the new and existing customers, and new and existing members of the
Shoppers’ Stop.

f) The overall rating by the customers. According to the graph about 50% of the
respondents rated “good” to the Shoppers’ Stop, about 31% of the respondents have rated
“excellent”, and about 2% of the respondents have rated “bad”. The rating shows that the
customers are satisfied by the product and services of the Shoppers’ Stop. The customer
service is also likeable and the activities of sales promotion is also good and much better
than the other competitors.

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 2.SUGGESTIONS
Garments retail business requires that the retailers should enjoy meeting people, be skilled in the
art of maintaining customers, have a knack for choosing the cloths that people will actually buy,
and possess a huge dose of fashion sense, with wider choice. The business may appear
glamorous, but the retailers must be willing to work long hours and be on his toes to adapt to
every little change in the market.
The industry is very competitive. Most retail outlets perish because of poor management, tough
competition and poor evaluation of fashion trends. Before embarking on this business, it is better
to gain experience and expertise in the industry, even take training courses to give better
technical know- how of retailing.
 Clothing and apparel fashion changes rapidly from time to time. Thus the customer
experience of the customer may vary according to the demographic, geographic and
social cues. Retailers are to learn as much about the demographic of their area as
possible, knowing the population characteristics of their area, age, marital status,
educational qualification, occupation, income, nature of the family, family size, earning
member of the family and customer segment can assist in decision making process. If an
area is composed of high income population, the customers are interested to choose
branded garments with unique collections and if the area is composed of low or middle
income then the customer prefer valuable products with the affordable prices with extra
benefits.

 Gender wise analysis reveals that female respondents perceived more than male
respondents. Hence, it is suggested that the retailers should give more concentration
towards male customer, customers who are coming to the shop with their friends, family
members and customers who are residing from village.

 Age wise analysis reveals that 20-40 years category and 40-60 years category
respondents perceived more than less than 20 years and above 60 aged categories.
Hence, it is suggested that the retailers should conduct a research among the different
age category respondents and the product required for the categories should also be
placed accordingly.

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 The respondent’s earning is very important than other categories. Hence it is suggested
that all brands of product should be available with variety of collection under one roof to
satisfy the low income group to high income group of respondents.
 Majority of the respondents are delighted to prefer for shopping during discount sales
and in special occasion. Hence it is suggested that the retailers should concentrate more
during festival and in the wedding season. Further the retailers should collect the data
base from each family regarding their birthdays and the wedding days of the family
members to increase the sale.

 Consumers are generally attracted by promotional offers. They must be careful about
certain promotional offers. The consumers may consider the promotional offers like
seasonal price reduction, discount, free gift and bonus point discount while purchasing
their products. Cash back offer, Buy one and get one free and prize schemes are highly
deceptive. The prize schemes offered by the manufacturers or the dealers indirectly
induce the consumers to buy more and more garments.

 The consumers must be novelty and fashion conscious. They should be willing to accept
the new and improved technologies. It will induce and encourage the manufactures to
manufacture new improvised goods of international standards, enhancing the quality of
living and the retailers to introduce new products in the market to the end user.

 The study also finds that the shopping reason at stores is very less for kids related
apparels. Hence they may look to offer more merchandise and apparels to attract the
kids/children category. Additionally they can pay better attention in providing non-
apparel related products and accessories like shoes, belts, perfume, etc. as many retail
stores does not do serious business in offering this services.

 Another common problem encountered by the shoppers is the existing gap between the
actual needs of the customer and the provided solution of the retail stores. As today’s
customers are ready to float their needs and looking for solution from remote cities, this
may prove very costly for the stores to stop this behavior of customers. Therefore
identifying all the categories of shoppers of age, income, occupation, education must be
properly studied by the retail stores and delivering the exact needs and wants of the
customers. In brief, both the trendy and traditional look of apparels must be provided by
the stores, as they could tapped customers of all the above category.

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 

3.CONCLUSION
In this research it was found that customer delight does not differ with gender, place, marital
status, monthly income, pre-budgeting but it differs with number earning member in the family,
occasion of purchase and shopping companion. Customer delight is more for Hyper Market and
Exclusive store. It is comparatively less for Departmental store and Convenience store.
Customers are delighted more during the purchase of ethnic wear, Branded shirt and wedding
suits. Customer delight is low for Suiting and Shirting and Dhotis and Kurthas. Customer delight
differs during the time of purchase also. They are delighted during Discount Sales. There is an
emotion and savings which make them delight apart from shop related factors. Continuously
delighting the customer is a difficult task. Delighted customers are not loyal customer as far as
fashion retail concerned. Fashion fades over short duration. This research found those delighted
customers are not loyal unless their expectation on price and product variety are fulfilled.

In the present era building a network of brand loyal customers is the key for success of any
business to sustain in the market. Organizations can make their customers loyal by satisfying
their expectations and needs. Customer satisfaction is the degree to which customer expectations
are met or exceeded. In today’s competitive environment customer satisfaction is essential for
any business to sustain in the market. A deep understanding of such expectations would help
marketing managers to design better marketing program and to make the customers as brand
loyalists. Footwear market is not an exception for this.

Retail industry provides lot of opportunities for marketers. Women consumers are expecting
more from footwear brands. Hence meeting their expectation would help the brand to achieve
more customer satisfaction and build long term relationship which is essential for growth and
survival. For attaining the customer satisfaction organization should use factors like product
quality, brand attachment, reasonable price, availability of product and product ranges to suit the
different customer groups.

Indian footwear market is set to experience a phenomenal growth in the coming years. The use
of a marketing plan alone cannot attract today’s smart consumers. Hence the organization must
strengthen their brands by advertising so that the business would be more successful. In the long
run, product quality and services offered by dealers always stand ahead of the selling power for
the Company. Customer retention strategy is the order of the day. It is necessary to build long
term loyal relationships as the new economy is becoming more customer centric

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This study has explored how consumer factors affect purchase across different retail outlets in
particular, this research has examined several consumer perceptions and attitudes to explain the
selection of choice attributes. Several demographic constructs are also investigated. Knowledge
gaps which are found in the literature review are justified in the current study. The literature
proves that retailer differentiation is one of the key motivations for store brands. The literature
also indicates that store image and brand image are interdependent. The research also suggests
several implications for both researchers and managers.

This research provides insights on the preference level of store brands in Rourkela.
Theoretically, this study has proves the importance of examining the influences of consumer
factors on store brand purchase. Similarly, factors increasing favorable attitudes towards brands
will have a positive effect on the purchase of brands. ‘Perceived Risk’ and ‘Search Experience’
as the most important purchase attitudes respectively. It has been proved that other factors like
‘Convenience’; ‘Price Consciousness’; ‘Price-Quality Association’ and ‘Quality Variable’ have
shown positive influence on brands of Shoppers Stop.

Finally, the research work has proved that positive association exists in store image, consumer
satisfaction and store loyalty rather than the brands offered by the retailers as store brands. The
research identifies that store brands are not only the important factors which influence consumers
to select a store. All other factors like ‘Value for Money’; ‘Wide Range of Promotional Offers’
and ‘Extensive Varieties of Products’ have become the important store choice attributes while
choosing a store. This research confirms that store image plays an important role in attitudes
towards store brands. Retailers have to realize their strong points and they have to modify their
positioning strategy accordingly. Thus, the research has served the need to examine the
relationship among store image and store brand factors, consumer satisfaction and store loyalty.

Through this research work the researcher has authentically proved that brands never cast store
image. It further proves that store image, customer satisfaction and store loyalty are the major
constituents which drag the consumers to visit the store repeatedly and to remain loyal to the
store thereby fetching huge profit to the store.

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BIBLIOGRAPHY
 Meenakshi M, “impact of buyer behavior and repeat purchase behavior on the brand
loyalty of women footwear customers in Chennai”.
 “The customer perception towards retail service quality in multi brand chain of apparel
stores at Tiruchirappalli city”, by Rajesh J.
 Roy, Radhika, Sharma, Aadya, & Bhoyar, P.K.(2016) ,“Indian Footwear Industry:
Consumer Behaviour and Brand Preferences towards Bata.
 “Customer perception towards branded goods with special reference to end of season
sale” by Karun Kant Uppal.
 the interview of De,R. with Harwinder Singh(2016) Indian market is one of the thought
market unlike Canada, Europe, & other Asian markets.
 Md. Mazedul Islam (2013), “The study on theinfluence of demographic factors and
others purchase pattern on the customers’ choice of retail outlet and buying of apparel
product”.
 Alooma (2013), “The study on the factors that affect the consumer buying behavior.
 Manish Jain (2011), “Study on the factors affecting consumer preferences of shopping at
organized retail stores of Indore.
 Thakur and Lamba (2018), study on the customer satisfaction level and their factors that
contributed towards the purchase of ready-made garments in the town of Jalandhar in
Punjab and discussed customer satisfaction level and factors.
 Dr. Girish K. Nair & Harish K. Nair (2013) “A study on the customer perception
towards retail service quality.
 “A empirical study on customer delight in garments retail chain in Chennai”, Leena
Jenefa (2014).
 Ahmad J. and Kamal N. (2002), Customer satisfaction and retail banking: ab assessment
of some the key antecedents of customer satisfaction in retail banking.
 Nagaraj, B., (2004), “Consumer behavior in rural areas: A micro level study on consumer
on consumer behavior in Kavimandal”.
 Lather , S.A. Kaur, T. (2006). Its all at the mall: Exploring present shopping experiences.
 Dhruv Grewal. Michael Levy,(2007) “Retailing Research : Past, present, and future”.

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ANNEXURE
Annexure 1:
Survey Questionnaire
Greetings Sir/Mam,
I am a student of IIPM(Indian Institute For Production Management),Kansbahal pursuing
Bachelor Of Business Administration. This questionnaire is just for educational purpose. Your
information will be kept confidential and identity will not be disclosed.

Name of the respondent _______________________________________

1.Age
• Below 20
• 20-40
• 40-60
• Above 60
2.Gender
• Male
• Female
• Others
3.Annual Income
• Below 1 lakh
• 1 -3 lakh
• 3 -5 lakh
• 5 -7 lakh
• Above 10 lakhs

4.Occupation
• Business
• Salaried Person

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• Student
• Homemaker
5.Are you a regular customer at Shoppers’ Stop?
• Yes
• No
6.How often do you visit Shoppers’ Stop?
• Daily
• Weekly
• Monthly
• Occasionally
7.What is the average time that you spend shopping at Shoppers’ Stop?
• Less than 30 min
• 30min – 1 hr
• 1hr – 2hrs
• More than 2 hrs
8.Who influences your purchases at Shoppers’ Stop?
• Friends
• Self
• Family
• Spouse
9.Who accompanies you for the purchase?
• Friends
• Self
• Family
• Spouse
10.What factors influence you to make purchase?
• Occasions
• Offers

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• Seasons
• Fashion
• Promotions
11.What type of footwear do you prefer?
• Formal
• Casual
• Sports
12.What material do you prefer for your footwear?
• Leather
• Fibre
• Artificial leather
• Polyurethane
• Suede
• Thermoplastic
• Glitter
13.What components do you see before purchasing footwear?
• Fastenings
• Toe cap strength
• Heel strength
• Leather quality
• Material
• Trends and fashion
14.What brand of ladies footwear do you prefer to purchase at Shoppers’ Stop?
• Inc.5
• Catwalk
• HauteCurry
• Lemon & Pepper
• Puma

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• Sketchers
15.Which factors influence to choose from different brands?
• Price
• For a change
• Peer Effect
• Promotions
• Discounts
16.Which is the most important element when you select footwear?
• Brand
• Quality
• Price
• Packaging
• Comfort
• Personality
17.How often you will be wearing them?
• Occasionally
• Monthly
• Most often
• Always
18.What do you need to ensure while buying for your kids?
• Fabric
• Size
• Fashion
• Color
• Elastic
• Cost
• Season
19.Which factors influence you to make purchase decisions?

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• Prices
• Offers
• Promotions
• Change of minds
• Membership benefits
20.According to you which type of fabric is suitable for kids clothing?
• Cotton
• Linen
• Satin
• Fleece
• Wool

21.What type of kids’ wear do you prefer for your little ones?
• Denim
• Tops & t- shirts
• Skirts
• Jeans
• Trousers
• Shorts
• Sweatshirts
• Dresses
• Jumpsuits
• Sets & suits
• Joggers
22.Which factors influence you to make purchase decisions?
• Prices
• Offers

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• Promotions
• Change of mind
• Membership benefits
23.According to you which element is important for selecting kids clothings?
• Brand
• Quality
• Price
• Packaging
• Comfort
24.Which brand of kids clothings do you prefer to buy from Shoppers’ Stop?
• Stop
• Life
• Karrot
25.How satisfied are you with the products from kids wear and ladies footwear?(rate from 1 – 5).
 1
 2
 3
 4
 5
26.Which of the following words would you use to describe the products from kids and ladies
footwear section ? (You can choose multiple options).
• Overpriced
• Unique
• Poor Quality
• Reliable
• Impractical
• Ineffective
• Good value for money
• Useful
27.How likely are you to buy again from Shoppers’ Stop?

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• Very satisfied
• Satisfied
• Average
• Unsatisfied
• Very Unsatisfied
28.How easy was it to navigate through the kids and ladies footwear section?
• Extremely easy
• easy
• Neutral
• Difficult
• Extremely difficult
29.How would you rate the services of Shoppers’ Stop?
• Hated it
• Disliked
• Decent
• Great
• Loved it
30.Does the displays and promotional offers informed in the store attract you?
• Yes
• No
31.Which type of promotional activities attracts you?
• Discounts
• Extra Offers
• 1+1 offers
• Advertisements
32.Does the sale promotion activities make you to visit once again?
• Yes
• No

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33.Which of the following sales promotions do influence you to purchase?
• Price Off
• Premium
• Discount
• Extra Quality
34.What in-store promotions are most preferred by you?
• Multi buys
• Discount on single items
• Discount on multi buys
• Loyalty schemes (coupons , vouchers)
• Buy 1 get 1 free
35.How would you rate Shoppers’ Stop ?
• Excellent
• Good
• Fair
• Bad
• Very Poor

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