TECHNO MAIN SALT LAKE

PRESENTED BY

SUNANDA DAS
UNIVERSITY ROLL: 13000922082

SUB: RESEARCH METHODOLOGY

SUB CODE: VA301

TOPIC :
 INTRODUCTION
Shoppers Stop is one of India's leading retail chains, renowned for providing a wide range of fashion and lifestyle products,
recognized for its diverse product offerings, superior customer service, and commitment to providing a delightful shopping
experience. Since its inception, the company has strived to be the preferred destination for fashion, lifestyle, and beauty products,
catering to the evolving needs of its customers.

• Shoppers Stop is an Indian retailing company promoted by the K Raheja Corp Group, started in the year 1991 with its first store in
Andheri, Mumbai.
• It expands its operations to Bangalore, Hyderabad , Kolkata, Jaipur, Delhi , Chennai, Mumbai, Pune, Gurgaon etc and is today
recognized as one of the premier shopping destination in India.
• The company offers a range of national and international brands across categories such as fashion apparel, accessories, cosmetics,
perfumes and others. Apparels are classifying into some groups like – men formal, men casual, women formal , women casual,
kids. Accessories are classified into some groups like home décor, handbags, footwear, sunglasses etc. Accessories has separate
position in store. All these have been addressed as section within the store.
OBJECTIVES OF THE STUDY:

• To understand the customer perception regarding Shoppers Stop

• To understand the customer attitude regarding different labels in the women ethnic
section of Shoppers Stop.

• To study the customer attitude regarding online shopping versus in person

shopping at stores.

• Identifying the various factors that can help to understand the feedback of the
customers of Forum mall – Shoppers Stop , who specifically shops from women
ethnic section.
 Company profile

Shoppers Stop Limited, founded in 1991, has evolved into a multi-channel

retailer with 26 large format department stores and an online presence. The
company has expanded its offerings to include fashion, lifestyle, and family
products, becoming a household name known for quality and a complete
shopping experience. Shoppers Stop has invested in and acquired Crossword
Bookstores and Hyper City, and hosts leading international and national
brands. The company's mission, vision, and values prioritize customer
satisfaction, integrity, innovation, excellence, respect, responsibility, teamwork,
CSR, employee development, and sustainability. Shoppers Stop is committed
to being a responsible corporate citizen and aims to provide an inspiring and
enjoyable shopping experience.
RESEARCH METHODOLOGY:

Type of Research – Descriptive research

Type of Data- Qualitative and Quantitative
Classification of Data – Primary data and Secondary data

Primary Data :
• Sampling Frame – Walk in customers of the ethnic section of Shoppers Stop , Forum Mall
• Population - All the people buying the product from women ethnic section of Shoppers Stop at Bhowanipore
area.
• Sampling Technique – Simple random sampling
• Sample Size – 67
• Data Collection Instrument – A structured questionnaire method
• Statistical tools used for analysis – Charts and Graphs

Secondary Data :
Many organization documents, organization websites, recently published report and news report etc.

Analysis of Data :
It is done using charts and graphs.
 ANALYSIS & INTERPRETATION OF RESULTS: Demographic Details
1. AGE GROUP 2. GENDER

INETRPRETATION: Most of the respondents are within the age INTERPRETATION: The pie chart shows that the
group 19 – 28 and there are few in the age group of below 39 years. maximum no. of respondents are female and minimum
Number of respondents are male.
 ANALYSIS & INTERPRETATION OF RESULTS:
3. PREFERENCE OF BUYING 4. WIDE RANGE OF VARIETY

INETRPRETATION: Maximum(51%) number of

INTERPRETATION: As shown above in the graph, out of 58%
respondents are preferring to buy products from the store,
respondents who were neutral towards wide range of variety
and 18% of respondents are preferring to buy products using
and 16% of respondents were satisfied.
both website of Shoppers Stop and visit the store.
 ANALYSIS & INTERPRETATION OF RESULTS:
5. QUALITY OF THE PRODUCTS 6. PRICING OF THE PRODUCTS

INETRPRETATION: There are most of the respondents

INTERETATION: There are most (42%) of respondents are in
(39%) are in neutral position with the quality of the products
neutral position regarding pricing and 31% of respondents are
and 42% of respondents are satisfied with it.
satisfied.
 ANALYSIS & INTERPRETATION OF RESULTS:
7. SHOPPING AMBIENCE OF THE STORE 8.BEHAVIOR AND SERVICE OF OUR STAFF

INETRPRETATION: There are most 51% of respondents are

INTERPRETATION: There are most 42% respondents are in
in neutral position to the excellent shopping ambience and
neutral position with the behavior of the fashion consultant
27% of respondents are satisfied,
and 31% of respondents are satisfied with their behavior,
 ANALYSIS & INTERPRETATION OF RESULTS:
9. OVERALL BILLING EXPERIENCE 10. PROMOTIONAL OFFERS AND SCHEMES

INETRPRETATION: There are most (39%) of the

INTERPRETATION: There are most (42%) of the respondents
respondents are in neutral position with overall billing
are in neutral position regarding promotional offers/ schemes
experience and 42% respondents are satisfied with it.
and 31% respondents are satisfied.
 ANALYSIS & INTERPRETATION OF RESULTS:
11. MOST PREFERRED BRAND IN WOMEN ETHNIC SECTION 12. FREQUENCY OF VISITING ETHNIC SECTION

INETRPRETATION: According to the survey it is observed

INTERPRETATION: Most of the respondents (48%) visit to
that most of the respondents (49%) prefer in house brands
women’s ethnic section of Shoppers Stop during festivals and
and 33% of the respondents prefer both.
27% of the respondents prefer to shop yearly and 25% respondents
visits during any special offer period.
 ANALYSIS & INTERPRETATION OF RESULTS:
13. DO YOU RECOMMEND SHOPPERS STOP TO OTHERS 14. DO YOU HAVE MEMBERSHIP OF SHOPPERS STOP

INETRPRETATION: According to the survey maximum

INTERPRETATION: According to the survey maximum (82%)
(76%) number of respondents are agree to recommend this
number of respondents do not have membership of Shoppers Stop
fashion retail brands to others.
yet.
SWOT ANALYSIS OF THE COMPANY

Strength – • Strong brand recognition and reputation in

the Indian market
Weakness – • High competition from both domestic and
international retailer.
Opportunity – • Expanding the product portfolio to
include more private label brands.
Threat – • Intense competition from online retailers and
ecommerce giants.
 Research Findings

• Most of the consumers are within 19-28 years of age group.

• Majority has monthly income range is more than Rs.60,000/-.
• Most of the respondents prefer to buy during festivals.

CONCLUSION
This project helped to gather a lot of knowledge about the consumer behavior and
their satisfaction level at Shoppers Stop, Forum mall(Women Ethnic section,
especially for in house brand STOP). It provided great opportunity to work in
retail industry.
RECOMMENDATIONS FOR THE COMPANY
• Shoppers Stop should promote their products through traditional media and social media
• It should increase their range of assortment and promotional activities through traditional
and social media about their products to get more competitive advantages.
• Shoppers Stop should have to arrange some awareness campaign to get more customer
awareness.
• Shoppers Stop can sell in- house products with the collaboration of 3rd party e- commerce
website and applications.
• They should introduce low rate brands (low price and value for money) which will attract
the middle class customers also or brands for masses which would direct effect their
footfalls
Limitations of the Study:
• This study is only for the Shoppers Stop to a particular location and a very small
number of respondents. Hence the findings cannot be treated as representative of the
entire retail sector.
• Reluctance on the part of respondents to participate in surveys and language barriers
created hindrances in data collection.
• Limited time available for the study may have reduced effectiveness of the result.
• This study was conducted in a limited geographical area which is not representative
of the entire market,hence the result may not be generalized.
• Lack of proper records with the organization created difficulties in conducting the
study.
FUTURE SCOPE OF THE STUDY:

This study did not include some dimensions of customer behavior, marketing strategy and its
effectiveness, business strategy etc which may be studied by others in future. More study can be
done on market segmentation, targeting and positioning , PESTEL analysis and by using
Porters’s five forces model.
REFERENCES:
Company websites –

• www.shoppersstop.com

Various other websites -

• www.scribd.com
• www.financialexpress.com
• www.economictimes.com
• http://www.managementparadise.com/docu
• http://www.authorstream.com/Presentation/KARAN93-1530549-shoppers-stop/
THANK YOU