A STUDY OF CONSUMER PERCEPTIONS OF THREE

RETAIL CHAINS IN BANGALORE BIG BAZAAR,

SHOPPERS STOP AND MARKS & SPENCER
RETAIL INDUSTRY IN INDIA
India has one of the largest numbers of retail outlets in the world. Of the 12
million retail outlets present in the country, nearly 5 million sell food and
related products. Thought the market has been dominated by unorganized
players, the entry of domestic and international organised players is set to
change the scenario.
Organized retail segment has been growing at a blistering pace, eceeding all
pre!ious estimates. "ccording to a study by #eloitte $askins and %ells,
organised retail has increased its share from 5 per cent of total retail sales in
2&&' to ( per cent in 2&&). The fastest growing segments ha!e been the
wholesale cash and carry stores *15& per cent+ followed by supermarkets *1&&
per cent+ and hypermarkets *)5,(& per cent+. -urther, it estimates the organised
segment to account for 25 per cent of the total sales by 2&11.
India retail industry is the largest industry in India, with an employment of
around (. and contributing to o!er 1&. of the country/s 0#1. 2etail industry
in India is epected to rise 25. yearly being dri!en by strong income growth,
changing lifestyles, and fa!ourable demographic patterns.
It is epected that by 2&1' modern retail industry in India will be worth 3%4
1)5, 2&& billion. India retail industry is one of the fastest growing industries
with re!enue epected in 2&&) to amount 3%4 52& billion and is increasing at a
rate of 5. yearly. " further increase of ),(. is epected in the industry of retail
in India by growth in consumerism in urban areas, rising incomes, and a steep
rise in rural consumption. It has further been predicted that the retailing
industry in India will amount to 3%4 21.5 billion by 2&1& from the current size
of 3%4 ).5 billion.
%hopping in India has witnessed a re!olution with the change in the consumer
buying beha!iour and the whole format of shopping also altering. Industry of
retail in India which has become modern can be seen from the fact that there are
multi, stored malls, huge shopping centres, and sprawling complees which
offer food, shopping, and entertainment all under the same roof.
India retail industry is epanding itself most aggressi!ely6 as a result a great
demand for real estate is being created. Indian retailers preferred means of
epansion is to epand to other regions and to increase the number of their
outlets in a city. It is epected that by 2&1&, India may ha!e '&& new shopping
centres.
India retail industry is progressing well and for this to continue retailers as well
as the Indian go!ernment will ha!e to make a combined effort
Retail !a"e
#ri!en by changing lifestyles, strong income growth and fa!ourable
demographic patterns, Indian retail is epanding at a rapid pace. 7all space,
from a meagre one million s8uare feet in 2&&2, is epected to touch 9& million
s8uare feet by end,2&&) and an estimated '& million s8uare feet by end,2&&(,
says :ones ;ang ;a%alle/s third annual 2etailer %entiment %ur!ey,"sia.
"longside, Indian cities are witnessing a paradigm shift from traditional forms
of retailing into a modern organized sector. " report by Images 2etail estimates
the number of operational malls to more than double to o!er 912 with 2&5
million s8uare feet by 2&1& and further )15 malls by 2&15, on the back of ma<or
retail de!elopments e!en in tier II and tier III cities in India.
C#alle$%e &a"i$% t#e I$'ia$ O(%a$i)e' Retail e"t*(
The challenges facing the Indian organized retail sector are !arious and these
are stopping the Indian retail industry from reaching its full potential. The
beha!iour pattern of the Indian consumer has undergone a ma<or change. This
has happened for the Indian consumer is earning more now, western influences,
women working force is increasing, desire for luury items and better 8uality.
$e now wants to eat, shop, and get entertained under the same roof. "ll these
ha!e lead the Indian organized retail sector to gi!e more in order to satisfy the
Indian customer.
The biggest challenge facing the Indian organized retail sector is the lack of
retail space. =ith real estate prices escalating due to increase in demand from
the Indian organized retail sector, it is posing a challenge to its growth. =ith
Indian retailers ha!ing to shell out more for retail space it is effecting there
o!erall profitability in retail.
Trained manpower shortage is a challenge facing the organized retail sector in
India. The Indian retailers ha!e difficultly in finding trained person and also
ha!e to pay more in order to retain them. This again brings down the Indian
retailers profit le!els.
The Indian go!ernment ha!e allowed 51. foreign direct in!estment *-#I+ in
the India retail sector to one brand shops only. This has made the entry of global
retail giants to organized retail sector in India difficult. This is a challenge being
faced by the Indian organized retail sector. >ut the global retail giants like
Tesco, =al,7art, and 7etro "0 are entering the organized retail sector in India
indirectly through franchisee agreement and cash and carry wholesale trading.
7any Indian companies are also entering the Indian organized retail sector like
2eliance Industries ;imited, 1antaloons, and >harti Telecoms. >ut they are
facing stiff competition from these global retail giants. "s a result discounting is
becoming an accepted practice.
PROFILES OF THE COMPANIES
BIG BAZAAR
>ig >azaar is not <ust another hypermarket. It caters to e!ery need of a family.
=here >ig >azaar scores o!er other stores is its !alue for money proposition for
the Indian customers.
"t >ig >azaar, one can get the best products at the best prices ? that is what
they guarantee. =ith the e!er increasing array of pri!ate labels, it has opened
the doors into the world of fashion and general merchandise including home
furnishings, utensils, crockery, cutlery, sports goods and much more at prices
that will surprise you. "nd this is <ust the beginning. >ig >azaar plans to add
much more to complete the shopping eperience. -ood is the main shopped for
category in this store.
Pa(e$t C*+!a$,
1antaloon 2etail *India+ ;imited, is India@s leading retailer that operates
multiple retail formats in both the !alue and lifestyle segment of the Indian
consumer market. $ead8uartered in 7umbai *>ombay+, the company operates
o!er 12 million s8uare feet of retail space, has o!er 1&&& stores across )1 cities
in India and employs o!er 5&,&&& people.
The company@s leading formats include 1antaloons, a chain of fashion outlets,
>ig >azaar, a uni8uely Indian hypermarket chain, -ood >azaar, a
supermarket chain, blends the look, touch and feel of Indian bazaars with
aspects of modern retail like choice, con!enience and 8uality and Aentral, a
chain of seamless destination malls. %ome of its other formats include >rand
-actory, >lue %ky, a;;, Top 1& and %tar and %itara. The company also operates
an online portalB futurebazaar.com.
" subsidiary company, $ome %olutions 2etail *India+ ;imited, operates $ome
Town, a large,format home solutions store, Aollection i, selling home furniture
products and eCone focussed on catering to the consumer electronics segment.
1antaloon 2etail was recently awarded the International 2etailer of the Dear
2&&) by the 3%,based Eational 2etail -ederation *E2-+ and the Fmerging
7arket 2etailer of the Dear 2&&) at the =orld 2etail Aongress held in
>arcelona.
1antaloon 2etail is the flagship company of -uture 0roup, a business group
catering to the entire Indian consumption space.
SHOPPERS STOP
The foundation of %hoppers/ %top was laid on October 2), 1GG1 by the H.
2ahe<a Aorp. group of companies. >eing amongst India/s biggest hospitality and
real estate players, the 0roup crossed yet another milestone with its lifestyle
!enture , %hoppers/ %top.
-rom its inception, %hoppers/ %top has progressed from being a single brand
shop to becoming a -ashion I ;ifestyle store for the family. Today, %hoppers/
%top is a household name, known for its superior 8uality products, ser!ices and
abo!e all, for pro!iding a complete shopping eperience.
=ith an immense amount of epertise and credibility, %hoppers@ %top has
become the highest benchmark for the Indian retail industry. In fact, the
company@s continuing epansion plans aim to help %hoppers@ %top meet the
challenges of the retail industry in an e!en better manner than it does today.
%hoppers %top ;td has been awarded Jthe $all of -ameJ and won Jthe
Fmerging 7arket 2etailer of the Dear "wardJ, by =orld 2etail Aongress at
>arcelona, on "pril 1&, 2&&( %hoppers %top is listed on the >%F. =ith the
launch of the Ea!i 7umbai departmental store, %hoppers %top has 2' stores in
15 cities in India.
St*(e
%hoppers %top began by operating a chain of department stores under the name
K%hoppers@ %topL in India. Aurrently %hoppers %top has twenty si *2'+ stores
across the country and three stores under the name $ome%top. %hoppers %top
has also begun operating a number of specialty stores, namely Arossword
>ookstores, 7othercare, >rio, #esi AafM, and "rcelia.
%hoppers %top retails a range of branded apparel and pri!ate label under the
following categories of apparel, footwear, fashion <ewellery, leather products,
accessories and home products. These are complemented by cafe, food,
entertainment, personal care and !arious beauty related ser!ices.
In "pril 2&&(, %hoppers %top changed its logo and adopted the mantra J%tart
%omething EewJ.
%hoppers %top/s sister stores includeB
N Arossword >ookstores *a specialised book store+
N $ome%top *store for furniture and home accessories+
N >rio
N $ypercity *offers food and grocery, general merchandise and apparel+
N 7otherAare *offers products for epecting mothers, babies, toddlers and
children+
N Euance 0roup *manages the outlets at the international airports at
>angalore and $yderabad+
L*,alt, !(*%(a+
%hoppers %top@s has a loyalty program called -irst Aitizen. They also offer a co
branded credit card with Aitibank for their members
MARKS & SPENCER
7arks I %pencer *also 7I%, 7arks and %parks and 7arks/+ is a >ritish
retailer, with )'& stores in more than 5& countries around the world. It is one of
the most iconic and widely recognised chain stores in the 3nited Hingdom, and
is the largest clothing retailer in the country, as well as being a multi,billion
pound food retailer, and as of 2&&(, the 95rd largest retailer in the world. 7ost
of its 52& domestic stores sell both clothing and food, and since the turn of the
century it has started epanding into other ranges such as home wares and
furniture.
>y 1GGG, Online %hopping was brought in, and the company grew with new
sales of fashion clothing. In 2&&1, with changes in its business focus such as the
introduction of the J1er 3naJ clothing range designed by 0eorge #a!ies,
accompanied by a redesign of its underlying business model, profits reco!ered
somewhat and 7I% reco!ered some of its market share, but it soon became
apparent that problems remained. Other changes to tradition included accepting
credit cards and opening its stores on %unday.
The 3H 2etail di!ision, the largest of the operating di!isions, is itself sub,
di!ided into se!en business units, each representing a defined area of
merchandiseB =omenswear, 7enswear, ;ingerie, Ahildren/s wear, >eauty,
$ome and -oods. The first si business units are reported as K0eneralL, and
footage is allocated between them depending on demand and seasonal factors.
The space allocated to the largest single business unit, -oods, is relati!ely
infleible.
The International 2etail business consists of three broad geographic areasB
Furope *including Ireland but ecluding the 3H+, Eorth "merica and the -ar
Fast. The International 2etail results include those of 7I%@ franchise
businesses, which, at 51 7arch 2&&1, operated 125 franchise stores in 2'
countries. The Furopean International 2etail can be di!ided into the Aontinental
Furope and the 2epublic of Ireland and Furopean franchise businesses. In Eorth
"merica the group operates two businesses, >rooks >rothers and Hings %uper
7arkets. "t 51 7arch 2&&1 >rooks >rothers traded in 221 stores and Hings
%uper 7arkets had 2) stores. -inally in -ar Fast the group operates 1& stores in
$ong Hong.
LINES OF BUSINESS OF THE ABO-E STORES
N F,tailing
N -ood
N -ashion
N $ome %olutions
N Telecom and IT
N 0eneral 7erchandise
N ;eisure and Fntertainment
N =ellness and >eauty
N >ooks and 7usic
SYNOPSIS OF THE STUDY
Ob<ecti!es of the %tudy
1. To study the retail industry in India.
2. To understand the influence of ad!ertising and promotion in buying
beha!iour.
5. To ascertain brand awareness of the outlets identified.9.To analyze
customer satisfaction towards products and ser!ices offered.
T**l *& Data C*lle"ti*$
1rimary #ata
Inter!iewing the customers Ouestionnaires,and
consumers %ur!eys, "pproaching
the outlets directly.
%econdary #ata
>ooks, 7agazines, Eewspapers, >logs.
Sa+!li$%
%ample %ize ? )5 customersPconsumers %ample 3nit ? Aonsumers in the age
group 1( to 5& years
S"*!e a$' Ue
1. It will etend to the actual field study of these outlets in >angalore.
2. It will gi!e information to prospecti!e customers.
5. $elp us gain independent knowledge about the consumer perception of
the outlets identified.
9. The study can help the companies get additional research information.
5. It facilitates e!aluation of brand name and customer satisfaction.
F*(+at *& t#e ./eti*$$ai(e E+!l*,e'
#ear Austomer,
=e, the students of Ahrist 3ni!ersity, are conducting a study on the customer
perception of three retail outlets in >angalore, !iz., >ig >azaar, %hopper/s %top
and 7arks I %pencer. 1lease fill in the following 8uestionnaire to help us in our
sur!ey.

E"7FB OAA31"TIOEB
"0FB 1(,2( 2(,5( 5(,9( 9(,5( 5(,'5
0FE#F2B 7ale -emale
1+ $ow often do you shopQ
Once a week -ortnightly Once a month
2+ =hich of the following stores do you shop atQ
>ig >azaar %hopper/s %top 7arks I %pencer Others *specify+
RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
5+ =hat do you mostly shop for at the mentioned storesQ
Alothing "ccessories 0roceries
Others *specify+ RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
9+ =hy do you shop at the abo!e,mentioned storeQ
5+ 2ank your preferences for shoppingB
1roimity Ouality
>rand 1rice
%tore ;ayout One,stop shopping
'+ #oes ad!ertising and promotion influence your shopping decisionsQ
Des Eo
)+ =hich form of promotion do you think is most effecti!eQ
1rint TS 2adio
(+ Indicate your satisfaction le!el based on the following parameters for the
following storesB
2etail Outlet 3nsatisfied %atisfied $ighly %atisfied Eot Sisited
>ig >azaar
%hopper/s %top
7arks I %pencer
T#a$0 ,*/1
ANALYSIS AND INTERPRETATION
The tools and methods of data collection identified earlier were employed to
gather data on the consumer perception of the three retail chains in >angalore ?
>ig >azaar, %hoppers@ %top and 7arks I %pencer. The data accrued, especially
from the inter!iews and 8uestionnaires circulated, are tabulated and depicted on
graphs in the following pages. The data thus gathered and tabulated is analysed.
The data is then scrutinized and rele!ant interpretations are drawn.
The ma<or ob<ecti!es of analysis of data areB
1.To e!aluate and enhance data 8uality
2.#escribe the study population and its relationship
5.Famine effects of other rele!ant factors
9.%eek further insight into the relationships obser!ed or not obser!ed
5.F!aluate impact or importance
The data collection plan, including procedures, instruments, and forms, was
designed and pre,tested to maimize accuracy. "ll data collection acti!ities
were monitored to ensure adherence to the data collection protocol and to
prompt actions to minimize and resol!e missing and 8uestionable data.
7onitoring procedures were instituted at the outset and maintained throughout
the study, since the faster irregularities can be detected6 the greater the
likelihood that they can be resol!ed in a satisfactory manner and the sooner
pre!enti!e measures can be instituted.
.2 34 A%e *& t#e (e!*$'e$t
"ge Total 1ercentage
1(,2( 5) 9G.55.
2(,5( 1' 21.55.
5(,9( ( 1&.').
9(,5( G 12.&&.
5(,'5 5 '.').
)5 1&&.
Data C*lle"te'
The first criteria respondents were asked to indicate was the age group they
belonged to. 2espondents were asked to choose among fi!e age group
categories, !iz., 1(,2(, 2(,5(, 5(,9(, 9(,5( and 5(,'5 years. The age groups
were identified as key factors impacting shopping and purchase decisions of
consumers.
A$al,i
-rom the table, bar graph and pie chart depicted abo!e, the distribution of the
population under study is e!ident. Of the )5 respondents who answered the
8uestionnaire, 5) indicated that their ages fell in the category 1(,2( years. This
accounts for 9G.55. of the respondents.
Of the )5 respondents who answered the 8uestionnaire, only 5 indicated that
their ages fell in the category 5(,'5 years. This accounts for '.'). of the
respondents who fall in this age group.
It is e!ident from the responses and the subse8uent tabulation that, on an
a!erage, the respondents can be categorized in the following descending order
of age groupsB 1(,2(, 2(,5(, 9(,5(, 5(,9(, and 5(,'5.
I$te(!(etati*$
Of the consumers approached, )5 people agreed to fill in the 8uestionnaire and
this specific 8uestion. This 8uestion is aimed at analyzing the distribution of
ages of the population that !isit the stores under study. The age groups laid
before the respondent ha!e been the result of obser!ation and inter!iew. >y
analysing the responses to this 8uestion, we, the researchers, as well as
companies, can identify the demographics of the population that !isit retail
outlets.
The highest number of respondents falls in the age group 1(,2(. It can be
deduced that most of the consumers who !isit retail outlets regularly are the
youth. They make up almost half of the population who shop at retail stores.
The rest of the population who !isit the retail outlets under study can be listed in
the following descending order of distribution ? the working age group, the
older age group, the middle age group, and senior citizens.
It is not surprising that the youth most fre8uent malls and retail stores. =hat is
unepected, howe!er, is the fact that more people who fall into the older age
group !isit the retail stores than those who fall in the middle age group. Then
again, this deduction cannot be applied to the entire population of >angalore.
The disparity can be attributed to the small size of the sample under study.
O. 2+ 0ender of the respondents B
0ender Total 1ercentage
7ale 55 9'.)).
-emale 9& 55.55.
)5 1&&.
Data C*lle"te'
Aonsumers were asked to indicate their gender. The ob<ect of this 8uestion is to
understand the demographics of the population under study.
A$al,i
-rom the table, bar graph and pie chart depicted abo!e, the distribution of the
consumers is e!ident. Of the )5 respondents who answered the 8uestionnaire,
9& were female. This accounts for 55.55. of the respondents, almost half of the
population under study.
Of the )5 respondents who answered the 8uestionnaire, the rest 55 were male.
This accounts for 9'.'). of the population under study.
It is e!ident from the responses and the subse8uent tabulation that the number
of female respondents was higher than that of the male respondents in the
population under study.
I$te(!(etati*$
Of the consumers approached, )5 people agreed to fill in the 8uestionnaire and
this specific 8uestion. This 8uestion is aimed at identifying the distribution
between the two genders and how many of them !isit the retail stores under
study. >y analysing the responses to this 8uestion, we, the researchers, as well
as companies, can identify the distribution in the number of men and women
who !isit the retail outlets and appropriate decisions can be made keeping these
numbers in mind.
The highest number of respondents were female, as is depicted by the graph and
chart presented abo!e. The number of male respondents was less compared to
the female respondents.
Two deductions can be made from the abo!e data collectedB one, more women
!isit retail outlets than men. Two, more women are willing to fill out
8uestionnaires and take a sur!ey than men.
This can help the companies and researchers in undertaking future decisions and
studies. %ince more women can be inferred to !isit retail stores than men,
companies can target their offerings and marketing strategies in two areas.
2etail outlets can appeal to the women customers by offering more products
geared especially towards women. They can pro!ide a shopping eperience that
women are particularly attracted to.
"nother way that retail chains can use the abo!e data is to appeal to the men
rather than the women. %ince, fewer men !isit retail stores as against women,
the companies ha!e a large base of potential customers. >y pro!iding products
that are geared towards men and by pro!iding a shopping eperience that
attracts men, the retail chains can epand their customer base.
O. 5+ $ow often do you shop Q
-re8uency Total 1ercentage
Once a week 19 1(.').
-ortnightly 2) 5'.&&.
Once a month 59 95.55.
)5 1&&.
Data C*lle"te'
Aonsumers approached were asked about their fre8uency in !isits to shops. The
fre8uency points furnished wereB Once a week, -ortnightly, and Once a month.
These fre8uency points were identified by obser!ation and inter!iew as the
a!erage times that consumers shop.
A$al,i
-rom the table, bar graph and pie chart depicted abo!e, the fre8uency of
shopping of the respondents is e!ident. Of the )5 respondents who answered the
8uestionnaire, 59 indicated that they shopped once a month. This accounts for
95.55. of the respondents, who !isit shops including retail stores once a month.
Of the )5 respondents who answered the 8uestionnaire, 19 indicated that they
shopped once a week. This accounts for 1(.'). of the respondents, who !isit
shops, malls or retail stores once e!ery week.
It is e!ident from the responses and the subse8uent tabulation that, on an
a!erage, the fre8uency of shopping among the respondents can be listed in the
following descending orderB Once a month, -ortnightly, and Once a week.
I$te(!(etati*$
Of the consumers approached, )5 people agreed to fill in the 8uestionnaire and
this specific 8uestion. This 8uestion is aimed at understanding how fre8uently
consumers !isit shops and buy their products or a!ail of their ser!ices. The
fre8uency points laid before the respondent ha!e been the result of
obser!ation and inter!iew. >y analysing the responses to this 8uestion, we, the
researchers, as well as companies, can identify the number of times a customer
is likely to shop in a month@s time.
The highest responses ha!e been attributed to once a month shopping. It can be
deduced that consumers who shop only once a month look to buy groceries and
other essentials to last them a month. Therefore, retail outlets ha!e tough
customers in those who shop once a month. %uch customers look to buy in bulk.
7oreo!er, such customers may not be open to eperimenting with new stores.
$ence, to capture this market, retail outlets must put in place strategies that
attract them. Once they profess a liking to a certain store, they turn out to be
!ery loyal customers.
Aonsumers who shop once a week, on the other hand, pose !ery different
challenges to retail stores. %uch customers can be presumed to ha!e a high
disposable income and may buy more lifestyle or fashion products. %ince they
shop so fre8uently, they must continually be entertained and attracted to make
repeat purchases at stores. =hen targeting this segment, companies must be able
to get new stock e!ery week, and update their marketing strategies
continuously.
O. 9+ =hich stores do you shop at fre8uentlyQ
#etails Total 1ercentage
>ig >azaar 25 5&.').
%hopper@s %hop 21 2(.&&.
7arks I %pencer 15 1).55.
Others 1( 29.&&.
)5 1&&.
Data C*lle"te'
Aonsumers approached were asked which stores they shopped at fre8uently. The
retail store brands placed before them were >ig >azaar, %hoppers@ %top, 7arks
I %pencer, and others. These particular stores were chosen to eamine the
differences in shopping patterns among stores that cater to the high income
group, middle income group and lower income group.
A$al,i
-rom the table, bar graph and pie chart depicted abo!e, the preference as
regards the stores fre8uented is e!ident. Of the )5 respondents who answered
the 8uestionnaire, 25 indicated that they shopped fre8uently at >ig >azaar. This
accounts for 5&.'). of the respondents, who gi!e preference to >ig >azaar.
Of the )5 respondents who answered the 8uestionnaire, 15 indicated that they
shop fre8uently at 7arks I %pencer. This accounts for 1).55. of the
respondents, who prefer 7arks I %pencer.
In the TOthers@ category pro!ided, many respondents indicated that they
shopped fre8uently at Aentral, -ood =orld, 7onday to %unday, Eamdhari@s,
-abmallP7ore, =estside, 3nited Aolours of >enetton, kirana stores etc.
I$te(!(etati*$
Of the consumers approached, )5 people agreed to fill in the 8uestionnaire and
this specific 8uestion. This 8uestion is aimed at analyzing the preferences of
consumers among the different stores. The stores under study ha!e been
identified on the basis of the income groups they cater to. >y analysing the
responses to this 8uestion, we, the researchers, as well as companies, can
identify customer preferences among the !aried choices of stores, and can
calculate how much market share they hold.
The highest number of responses has been attributed to >ig >azaar. >ig >azaar
attracts people of many income groups, and offers products that appeal to a
wide array of consumers.
The other stores can be ranked in descending order of preference or fre8uency
of !isits asB %hoppers@ %top, Others, and 7arks I %pencer.
It can be deduced from the abo!e figures that the category TOthers@ was
indicated by more number of respondents than those who indicated they
fre8uent 7arks I %pencer. This may be because 7arks I %pencer targets only
the elite classes in a city where a higher percentage of the population belong to
the middle income group.
In analyzing the other stores that consumers fre8uent, outlets such as =estside,
7onday to %unday, 7ore, Aentral etc., featured. This indicates that more people
fre8uent stores that cater to the middle income group. This is not to say that
7arks I %pencer has no customer base. $owe!er, they may be unable to
generate a high !olume of repeat sales.
O. 5+ =hat do you mostly shop for at the abo!e,mentioned storeQ
#etails Total 1ercentage
Alothing 55 99.&&.
"ccessories 12 1'.&&.
0roceries 25 55.55.
Others 5 9.&&.
)5 1&&.
Data C*lle"te'
Aonsumers approached were asked to indicate the types of products they mostly
shopped for at the stores they had selected earlier. The types of products
presented were Alothing, "ccessories, 0roceries and others. These products
were identified by obser!ation and inter!iew as the most popular products that
consumers shop for fre8uently.
A$al,i
-rom the table, bar graph and pie chart depicted abo!e, the products fre8uently
shopped for by consumers is e!ident. Of the )5 respondents who answered the
8uestionnaire, 55 indicated that they essentially shopped for clothing at the store
they had indicated earlier. This accounts for 99.&&. of the respondents.
Of the )5 respondents who answered the 8uestionnaire, only 5 indicated other
products they fre8uently shop for at the stores indicated earlier. This accounts
for 9.&&. of the respondents, who ga!e importance to products such as home
furnishings, books, and kitchen appliances.
It is e!ident from the responses and the subse8uent tabulation that consumers,
on an a!erage, fre8uently shop for products in the following descending orderB
Alothing, 0roceries, "ccessories, and Others.
I$te(!(etati*$
Of the consumers approached, )5 people agreed to fill in the 8uestionnaire and
this specific 8uestion. This 8uestion is aimed at identifying the products
consumers shop for fre8uently at retail outlets. The product categories laid
before the respondent are the result of obser!ation and inter!iew. >y analysing
the responses to this 8uestion, we, the researchers, as well as companies, can
identify the main attractions of products and ser!ices offered.
The high number of responses indicate that a large number of consumers !isit
retail outlets for clothesPdressesPapparel. "ccoutrement is the hottest selling item
that any retail outlet can pro!ide. One,third of the respondents indicated that the
!isit retail outlets to purchase groceries.
To the retail stores, the abo!e tabulated responses lead to a !ery important
result. Alothing is the fastest mo!ing consumer good. 2etail outlets that pro!ide
apparel can see a higher rate of turno!er and sales !olume.
$owe!er, the abo!e results cannot be assumed to be representati!e of the entire
population of >angalore city. The sample size consists of only )5 respondents,
who were approached on a random basis as they !isited the retail outlets.
O. '+ =hy do you shop at the abo!e storeQ
-actors Total 1ercentage
Ouality 2& 2'.').
-ashion 5 '.').
"ffordability 1& 15.55.
Sariety 9 5.55.
"ll under one roof 1& 15.55.
>rand name 11 19.').
%er!ice 9 5.55.
%tore atmosphere 5 9.&&.
;oyalty 5 '.').
1roimity 5 9.&&.
)5 1&&.
Data C*lle"te'
Aonsumers approached were asked an open,ended 8uestion to indicate the
reasons they select a particular store to shop at as against any other retail outlet.
Their responses were recorded and a broad idea of the factors that influence
shopping and buying decisions was formed.
A$al,i
The responses of the inter!iewees and consumers ha!e been broadly categorised
into 1& factors that they find impact their shopping decision and result in their
choosing one store o!er another.
-rom the table, bar graph and pie chart depicted abo!e, the influencing factors
are e!ident. The reasons includeB Ouality, -ashion, "ffordability, Sariety, "ll
products under one roof, >rand name, %er!ice, %tore atmosphere, ;oyalty, and
1roimity.
Of the )5 respondents who answered the 8uestionnaire, 2& replied that 8uality
of the products is generally the main reason they choose to shop at specific
stores. This accounts for 2'.'). of the respondents, who replied saying 8uality
was the reason why they shopped at the store indicated earlier.
Of the )5 respondents who answered the 8uestionnaire, 5 answered that store
atmosphere contributed to their shopping decision, while another 5 replied that
proimity of the store played a big role. This accounts for 9.&&. of the
respondents, in each case.
I$te(!(etati*$
Of the consumers approached, )5 people agreed to fill in the 8uestionnaire and
this specific 8uestion. This 8uestion is aimed at getting direct customer
feedback as to the factors that influence their shopping decision. >y analysing
the responses to this 8uestion, we, the researchers, as well as companies, can
identify the biggest factors that influence the consumers in fa!ouring one store
o!er others, direct from the horse@s mouth.
If set in descending order of influence as indicated by the consumers, the factors
can be listed asB Ouality, >rand name, "ffordability, "ll products under one
roof, -ashion, ;oyalty, %er!ice, Sariety, 1roimity, and %tore atmosphere.
-rom the table, graph and chart depicted abo!e, it is e!ident that customers gi!e
!alue to a great many number of factors when deciding which store to shop at. It
would be prudent on the part of the company to identify their strong and weak
areas, which attract or dri!e away customers toPfrom their stores.
O. )+ 2ank your preferences for shopping B
#etails Total 1ercentage
Ouality 25 5&.').
>rand 11 19.').
1rice 1' 21.55.
%tore ;ayout ' (.&&.
1roimity 5 '.').
One,%top %hop 19 1(.''.
)5 1&&.
Data C*lle"te'
Aonsumers approached were asked to rank their preferences on a scale of 1 to '
of their preferences when choosing to shop at particular stores. The preference
points placed before them were TOuality, T>rand@, T1rice@, T%tore ;ayout@,
T1roimity@, TOne,stop shop@. These preference points were identified by
obser!ation and inter!iew as the most popular reasons that beget the attraction
of consumers and act as inducements to shop at particular stores.
A$al,i
-rom the table, bar graph and pie chart depicted abo!e, the preference points of
consumers is e!ident. Of the )5 respondents who answered the 8uestionnaire,
25 gi!e first importance to 8uality when choosing which store to shop at. This
accounts for 5&.'). of the respondents, who ga!e rank U1 to TOuality@.
Of the )5 respondents who answered the 8uestionnaire, only 5 ga!e first
importance to proimity of the store when choosing where to shop at. This
accounts for '.'). of the respondents, who ga!e rank U1 to T1roimity@.
It is e!ident from the responses and the subse8uent tabulation that consumers,
on an a!erage, rank the preference points in the following descending order of
attractionB Ouality, 1rice, and One,stop shop, >rand, %tore ;ayout, and
1roimity.
I$te(!(etati*$
Of the consumers approached, )5 people agreed to fill in the 8uestionnaire and
this specific 8uestion. This 8uestion is aimed at understanding what elements
attract the consumer the most. The preference points laid before the respondent
ha!e been the result of obser!ation and inter!iew. >y analysing the responses to
this 8uestion, we, the researchers, as well as companies, can identify the biggest
factors that influence the consumers in fa!ouring one store o!er others.
The highest responses and the highest ranking ha!e been attributed to 8uality of
the products on sale. =hen choosing to shop at a particular store, or when
fa!ouring one store o!er the others, it is seen that most consumers make this
decision based on the 8uality of the products on offer.
The net criteria that influence the consumers in fa!ouring a particular store
o!er others are *in descending order+ ? 1rice, One,stop shop, >rand, %tore
layout, and 1roimity.
"lthough it is said that the most important things in retail are K;ocation,
location, and locationL, from the consumers@ point of !iew, proimity is of little
concern. The 8uality, price and !ariety of goods play big roles in the decision
making process.
O. (+ #o ad!ertisement and promotion influence your shopping decision Q
#etails Total 1ercentage
Des 55 99.&&.
Eo 92 5'.&&.
)5 1&&.
Data C*lle"te'
Aonsumers approached were asked if ad!ertisements and promotional acti!ities
influence their shopping decisions. This 8uestion was answered by )5
consumers. "d!ertisements refer to those that appear in anyPall types of media.
1romotional acti!ities refer to sales, coupons, gifts, free products etc.
A$al,i
-rom the table, bar graph and pie chart depicted abo!e, the influence of
ad!ertisements and promotions on the psyche of consumers is e!ident. Of the
)5 respondents who answered the 8uestionnaire, 92 replied that ad!ertisements
ha!e little or no effect when deciding where to shop at. This accounts for
5'.&&. of the respondents, who indicated the choice TEo@.
Of the )5 respondents who answered the 8uestionnaire, 55 replied that
ad!ertisements and promotional acti!ities do affect their decision when
fa!ouring one store o!er others. This accounts for 99.&&. of the respondents,
who indicated the choice TDes@.
I$te(!(etati*$
Of the consumers approached, )5 people agreed to fill in the 8uestionnaire and
this specific 8uestion. This 8uestion is aimed at understanding the effect of
ad!ertisements and promotional acti!ities on the psyche of the consumers. The
ob<ect is also to analyze how far ad!ertisements, promotions and other
marketing strategies ha!e an impact on the shopping and buying beha!iour of
consumers. >y analysing the responses to this 8uestion, we, the researchers, as
well as companies, can identify the effect of ad!ertising and marketing
campaigns on the consumers@ minds and how far ad!ertisements translate into
sales.
-rom the tabulated data depicted abo!e and responses of the consumers, it is
e!ident that a slightly higher number of respondents do not gi!e much
importance to ad!ertisements and promotional acti!ities. The number of
respondents who indicated that ad!ertisements and promotional acti!ities do
ha!e an impact on their shopping decisions was slightly lesser.
This indicates that although most consumers are aware of the ad!ertisements
and promotional campaigns, a slightly higher percentage of consumers are not
swayed by the marketing strategies instituted by the companies.
This is not, howe!er, to say that ad!ertisements and promotional acti!ities ha!e
no bearing on the minds of the consumers at all. The responses only indicate
that ad!ertisements ser!e to keep the brand in retention although they do not
guarantee sales. The products sold at the stores ha!e the biggest impact on
attracting and retaining customers
O. G+ =hich form of ad!ertisement do you think is most effecti!e Q
#etails Total 1ercentage
1rint 2( 5).55.
TS 9& 55.55.
2adio ) G.59.
)5 1&&.
Data C*lle"te'
Aonsumers approached were asked which form of ad!ertisement they thought
was most effecti!e. This 8uestion was answered by )5 consumers. The methods
of ad!ertising were restricted to three ? Tele!ision, 1rint and 2adio. The options
laid before the respondents were the result of obser!ation and inter!iew as being
the most popular which the consumers identify as means of ad!ertising.
A$al,i
-rom the table, bar graph and pie chart depicted abo!e, the effecti!eness of the
!arious modes of ad!ertising on the psyche of consumers is e!ident. Of the )5
respondents who answered the 8uestionnaire, 9& indicated that the tele!ision is
the most effecti!e means of ad!ertising for a store. This accounts for 55.55. of
the respondents, who indicated the choice TTS@.
Of the )5 respondents who answered the 8uestionnaire, only ) indicated that the
radio is an effecti!e means in ad!ertising to the consumers. This accounts for
G.59. of the respondents, who indicated the choice T2adio@.
It is e!ident from the graph and chart presented abo!e that, in the minds of the
consumers, the effecti!eness of the three kinds of media are classified as
follows *in the descending order+B Tele!ision, 1rint, and 2adio.
I$te(!(etati*$
Of the consumers approached, )5 people agreed to fill in the 8uestionnaire and
this specific 8uestion. This 8uestion is aimed at understanding the
effecti!eness of the three means of ad!ertising. The ob<ect is also to analyze
how far ad!ertisements broadcast through these media percolate into the minds
of the consumers.
>y analysing the responses to this 8uestion, we, the researchers, as well as
companies, can identify the effecti!eness of ad!ertisements through the media
identified. This helps to understand which media is more influential and attracts
more sales.
-rom the tabulated data depicted abo!e and responses of the consumers, it is
e!ident that the ma<ority of the respondents feel that tele!ision ad!ertising is the
most effecti!e means of ad!ertising. This is indicati!e in spite of large number
of commercials that the public is bombarded with.
The respondents gi!e !ery little credit to radio ad!ertisements. This is indicati!e
of the fact that most of the public ignore radio ad!ertisements or else that radio
ad!ertising does not translate into sales.
Thus, it can be surmised that when ad!ertising, more effecti!e media to reach
the consumer and persuade them to buy are the tele!ision and print media, more
so than radio ad!ertising.
O. 1&+ Indicate your satisfaction le!el based on the gi!en parameters for the
following stores B
#etails Total 1ercentage
1rint 2( 5).55.
TS 9& 55.55.
2adio ) G.59.
)5 1&&.
Data C*lle"te'
Aonsumers approached were asked about their satisfaction with the three stores
co!ered in this study. This 8uestion was answered by )5 consumers. The three
stores are >ig >azaar, %hopper@s %top, and 7arks I %pencer. The satisfaction
scale comprised of four ranks ? 3nsatisfied, %atisfied, $ighly %atisfied and
Ee!er Sisited.
A$al,i
-rom the table, bar graph and pie chart depicted abo!e, satisfaction le!els with
the three stores are e!ident. Of the )5 respondents who answered the
8uestionnaire, 95 indicated a satisfactory response towards >ig >azaar, and 2
had not !isited the store.
Of the )5 respondents who answered the 8uestionnaire, 9( indicated a
satisfactory response towards %hopper@s %top, 1( were highly satisfied, and G
were unsatisfied.
It is e!ident from the graph and chart presented abo!e that of the )5
respondents, 91 indicated a satisfactory response towards 7arks I %pencer, 1)
were highly satisfied, while ' had not !isited the store.
I$te(!(etati*$
Of the consumers approached, )5 people agreed to fill in the 8uestionnaire and
this specific 8uestion. This 8uestion is aimed at understanding the satisfaction
le!els of the consumers with the three stores under study ? >ig >azaar,
%hopper@s %top, and 7arks I %pencer. The ob<ect is also to analyze how far
the marketing strategies, brand image, ad!ertisements, layout, 8uality etc.,
contribute towards consumer perception and satisfaction.
>y analysing the responses to this 8uestion, we, the researchers, as well as
companies, can identify the effecti!eness of ad!ertisements, location, brand,
price, promotion, product !ariety etc., on the target consumers. This helps to
understand the current consumer perception of the three stores identified and the
corresponding satisfaction le!els.
-rom the tabulated data depicted abo!e and responses of the consumers, it is
e!ident that a good number of target consumers are satisfied with the stores at
large. $owe!er, there are those who are unsatisfied or who ha!e ne!er !isited
the store at all. %uch consumers form the potential market that the companies
must stri!e to attract.
There are also 8uite a few respondents who were highly satisfied with the retail
chains. It is imperati!e for the stores to find out why this is so. They can modify
and apply the same attractions towards the consumers who are less satisfied.
The abo!e table and graph gi!e a worm@s eye,!iew of the consumer perception
of the three stores. This can help the marketers understand how effecti!e their
strategies ha!e been.
A$al,i
-rom the pie chart depicted abo!e, satisfaction le!els with >ig >azaar are
e!ident. Of the )5 consumers who answered this 8uestion, 5).55. indicate that
they are satisfied with >ig >azaar.
Of the )5 respondents, who indicated their satisfaction le!els with >ig >azaar,
2'.'). indicated that they are unsatisfied with >ig >azaar. Of the total number
of respondents, 15.55. indicated that they were highly satisfied with >ig
>azaar. "nd 2.'). indicated that they had not !isited the store up to the date of
filling in this 8uestionnaire.
I$te(!(etati*$
Of the consumers approached, )5 agreed to fill in the 8uestionnaire and answer
the abo!e 8uestion. The aim of this 8uestion is to understand the le!el of
satisfaction that consumers feel with regards to the retail chain >ig >azaar.
"s is e!ident from the pie chart presented abo!e, a little more than half of the
respondents indicated that they are satisfied with >ig >azaar, while almost one,
eighth indicated that they are highly satisfied with the store. $owe!er, almost
one,fourth of the number of respondents indicated that they were unsatisfied
with >ig >azaar.
This goes to show that although >ig >azaar may ha!e an o!erall goodwill from
the consumers, there are still some things that they are not doing right. >ig
>azaar must identify eactly what the problem areas are and must address them
8uickly and swiftly.
The abo!e pie chart shows that almost 5&. of the respondents fall into the
category of potential customers. >ig >azaar must take effecti!e steps to attract
these consumers.
A$al,i
-rom the pie chart depicted abo!e, satisfaction le!els with %hopper@s %top are
e!ident. Of the )5 consumers who answered this 8uestion, '9.&&. indicate that
they are satisfied with %hopper@s %top.
Of the )5 respondents, who indicated their satisfaction le!els with %hopper@s
%top, 29.&&. indicated that they are unsatisfied with %hopper@s %top. Of the
total number of respondents, 12.&&. indicated that they are highly satisfied
with %hopper@s %top. "nd there were no respondents who had not !isited the
store.
I$te(!(etati*$
Of the consumers approached, )5 agreed to fill in the 8uestionnaire and answer
the abo!e 8uestion. The aim of this 8uestion is to understand the le!el of
satisfaction that consumers feel with regards to the retail chain %hopper@s %top.
"s is e!ident from the pie chart presented abo!e, almost two,thirds of the
number of respondents indicated that they are satisfied with %hopper@s %top,
while more than one,fourth indicated that they are highly satisfied with the
store. $owe!er, almost one,eighth of the number of respondents indicated that
they were unsatisfied with %hopper@s %top.
This goes to show that %hopper@s %top is doing many things right. It seems to
en<oy a reasonable amount of goodwill. The marketing strategies,
ad!ertisements, promotions, 8uality, pricing, product !ariety etc., seem to be
!ery appealing and also translate into sales and repeat purchases.
The abo!e pie chart shows that 12. of the numbers of respondents, howe!er,
are unsatisfied with the store. They form the potential consumers market for
%hopper@s %top
A$al,i
-rom the pie chart depicted abo!e, satisfaction le!els with 7arks I %pencer are
e!ident. Of the )5 consumers who answered this 8uestion, 59.'). indicate that
they are satisfied with 7arks I %pencer.
Of the )5 respondents, who indicated their satisfaction le!els with 7arks I
%pencer, 19.'). indicated that they are unsatisfied with 7arks I %pencer. Of
the total number of respondents, 22.'). indicated that they are highly satisfied
with 7arks I %pencer. "nd (.&&. of the number of respondents indicated that
they had not !isited the store up to the date of filling in this 8uestionnaire.
I$te(!(etati*$
Of the consumers approached, )5 agreed to fill in the 8uestionnaire and answer
the abo!e 8uestion. The aim of this 8uestion is to understand the le!el.
of satisfaction that consumers feel with regards to the retail chain 7arks I
%pencer.
"s is e!ident from the pie chart presented abo!e, more than half of the number
of respondents indicated that they are satisfied with 7arks I %pencer, while
almost one,fourth indicated that they are highly satisfied with the store.
$owe!er, almost one,se!enth of the number of respondents indicated that they
were unsatisfied with 7arks I %pencer.
This goes to show that although 7arks I %pencer may ha!e an o!erall goodwill
from the consumers, there are still some things that they are not doing right.
7arks I %pencer must identify eactly what the problem areas are and must
address them effecti!ely and efficiently.
The abo!e pie chart shows that almost 2&. of the respondents fall into the
category of potential customers. 7arks I %pencer must take effecti!e steps to
attract these consumers.
FINDINGS AND SUGGESTIONS
In the sur!eys, inter!iews and study conducted abo!e, we came across many
factors that influence the consumers@ perception of a store and their subse8uent
shopping and buying decisions. $ere, we present the findings gathered and the
suggestions we offer to companies based on the data gathered and analyzed.
2espondents were asked to choose among fi!e age group categories, !iz., 1(,
2(, 2(,5(, 5(,9(, 9(,5( and 5(,'5 years. The age groups were identified as key
factors impacting shopping and purchase decisions of consumers. >y analysing
the responses to this 8uestion, we, the researchers, as well as companies, can
identify the demographics of the population that !isit retail outlets.
The highest number of respondents falls in the age group 1(,2(. It can be
deduced that most of the consumers who !isit retail outlets regularly are the
youth. The rest of the population who !isit the retail outlets under study can be
listed in the following descending order of distribution ? the working age group,
the older age group, the middle age group, and senior citizens.
It is not surprising that the youth most fre8uent malls and retail stores. =hat is
unepected, howe!er, is the fact that more people who fall into the older age
group !isit the retail stores than those who fall in the middle age group. Then
again, this deduction cannot be applied to the entire population of >angalore.
The disparity can be attributed to the small size of the sample under study.
Aonsumers were also asked to indicate their gender. The ob<ect of this 8uestion
is to understand the demographics of the population under study. >y analysing
the responses to this 8uestion, we, the researchers, as well as companies, can
identify the distribution in the number of men and women who !isit the retail
outlets and appropriate decisions can be made keeping these numbers in mind.
The highest number of respondents were female, as is depicted by the graph and
chart presented abo!e. The number of male respondents was less compared to
the female respondents.
Two deductions can be made from the abo!e data collectedB one, more women
!isit retail outlets than men. Two, more women are willing to fill out
8uestionnaires and take a sur!ey than men.
This can help the companies and researchers in undertaking future decisions and
studies. %ince more women can be inferred to !isit retail stores than men,
companies can target their offerings and marketing strategies in two areas.
2etail outlets can appeal to the women customers by offering more products
geared especially towards women. They can pro!ide a shopping eperience that
women are particularly attracted to.
"nother way that retail chains can use the abo!e data is to appeal to the men
rather than the women. %ince, fewer men !isit retail stores as against women,
the companies ha!e a large base of potential customers. >y pro!iding products
that are geared towards men and by pro!iding a shopping eperience that
attracts men, the retail chains can epand their customer base.
Aonsumers approached were asked about their fre8uency in !isits to shops. The
fre8uency points furnished wereB Once a week, -ortnightly, and Once a month.
>y analysing the responses to this 8uestion, we, the researchers, as well as
companies, can identify the number of times a customer is likely to shop in a
month@s time.
The highest responses ha!e been attributed to once a month shopping. It can be
deduced that consumers who shop only once a month look to buy groceries and
other essentials to last them a month. Therefore, retail outlets ha!e tough
customers in those who shop once a month. %uch customers look to buy in bulk.
7oreo!er, such customers may not be open to eperimenting with new stores.
$ence, to capture this market, retail outlets must put in place strategies that
attract them. Once they profess a liking to a certain store, they turn out to be
!ery loyal customers.
Aonsumers who shop once a week, on the other hand, pose !ery different
challenges to retail stores. %uch customers can be presumed to ha!e a high
disposable income and may buy more lifestyle or fashion products. %ince they
shop so fre8uently, they must continually be entertained and attracted to make
repeat purchases at stores. =hen targeting this segment, companies must be
able to get new stock e!ery week, and update their marketing strategies
continuously.
Aonsumers approached were asked which stores they shopped at fre8uently. The
retail store brands placed before them were >ig >azaar, %hoppers@ %top, 7arks
I %pencer, and others. >y analysing the responses to this 8uestion, we, the
researchers, as well as companies, can identify customer preferences among the
!aried choices of stores, and can calculate how much market share they hold.
The highest number of responses has been attributed to >ig >azaar. >ig >azaar
attracts people of many income groups, and offers products that appeal to a
wide array of consumers.
The other stores can be ranked in descending order of preference or fre8uency
of !isits asB %hoppers@ %top, Others, and 7arks I %pencer.
It can be deduced from the abo!e figures that the category TOthers@ was
indicated by more number of respondents than those who indicated they
fre8uent 7arks I %pencer. This may be because 7arks I %pencer targets only
the elite classes in a city where a higher percentage of the population belong to
the middle income group.
In analyzing the other stores that consumers fre8uent, outlets such as =estside,
7onday to %unday, 7ore, Aentral etc., featured. This indicates that more people
fre8uent stores that cater to the middle income group. This is not
to say that 7arks I %pencer has no customer base. $owe!er, they may be
unable to generate a high !olume of repeat sales.
Aonsumers approached were asked to indicate the types of products they mostly
shopped for at the stores they had selected earlier. The types of products
presented were Alothing, "ccessories, 0roceries and others. >y analysing the
responses to this 8uestion, we, the researchers, as well as companies, can
identify the main attractions of products and ser!ices offered.
The high number of responses indicate that a large number of consumers !isit
retail outlets for clothesPdressesPapparel. "ccoutrement is the hottest selling item
that any retail outlet can pro!ide. One,third of the respondents indicated that the
!isit retail outlets to purchase groceries.
To the retail stores, the abo!e tabulated responses lead to a !ery important
result. Alothing is the fastest mo!ing consumer good. 2etail outlets that pro!ide
apparel can see a higher rate of turno!er and sales !olume.
$owe!er, the abo!e results cannot be assumed to be representati!e of the entire
population of >angalore city. The sample size consists of only )5 respondents,
who were approached on a random basis as they !isited the retail outlets.
Aonsumers approached were asked an open,ended 8uestion to indicate
the
reasons they select a particular store to shop at as against any other retail outlet.
>y analysing the responses to this 8uestion, we, the researchers, as well
as companies, can identify the biggest factors that influence the consumers in
fa!ouring one store o!er others, direct from the horse@s mouth.
If set in descending order of influence as indicated by the consumers, the factors
can be listed asB Ouality, >rand name, "ffordability, "ll products under one
roof, -ashion, ;oyalty, %er!ice, Sariety, 1roimity, and %tore atmosphere.
-rom the table, graph and chart depicted abo!e, it is e!ident that customers gi!e
!alue to a great many number of factors when deciding which store to shop at. It
would be prudent on the part of the company to identify their strong and weak
areas, which attract or dri!e away customers toPfrom their stores.
Aonsumers approached were asked to rank their preferences on a scale of 1 to '
of their preferences when choosing to shop at particular stores. The preference
points placed before them were TOuality, T>rand@, T1rice@, T%tore ;ayout@,
T1roimity@, TOne,stop shop@. >y analysing the responses to this 8uestion, we,
the researchers, as well as companies, can identify the biggest factors that
influence the consumers in fa!ouring one store o!er others.
The highest responses and the highest ranking ha!e been attributed to 8uality of
the products on sale. =hen choosing to shop at a particular store, or when
fa!ouring one store o!er the others, it is seen that most consumers make this
decision based on the 8uality of the products on offer.
The net criteria that influence the consumers in fa!ouring a particular store
o!er others are *in descending order+ ? 1rice, One,stop shop, >rand, %tore
layout, and 1roimity.
"lthough it is said that the most important things in retail are K;ocation,
location, and locationL, from the consumers@ point of !iew, proimity is of little
concern. The 8uality, price and !ariety of goods play big roles in the decision
making process.
Aonsumers approached were asked if ad!ertisements and promotional acti!ities
influence their shopping decisions. >y analysing the responses to this 8uestion,
we, the researchers, as well as companies, can identify the effect of ad!ertising
and marketing campaigns on the consumers@ minds and how far ad!ertisements
translate into sales.
-rom the tabulated data depicted abo!e and responses of the consumers, it is
e!ident that a slightly higher number of respondents do not gi!e much
importance to ad!ertisements and promotional acti!ities. The number of
respondents who indicated that ad!ertisements and promotional acti!ities do
ha!e an impact on their shopping decisions was slightly lesser.
This indicates that although most consumers are aware of the ad!ertisements
and promotional campaigns, a slightly higher percentage of consumers are not
swayed by the marketing strategies instituted by the companies.
This is not, howe!er, to say that ad!ertisements and promotional acti!ities ha!e
no bearing on the minds of the consumers at all. The responses only indicate
that ad!ertisements ser!e to keep the brand in retention although they do not
guarantee sales. The products sold at the stores ha!e the biggest impact on
attracting and retaining customers.
Aonsumers approached were asked which form of ad!ertisement they thought
was most effecti!e. The methods of ad!ertising were restricted to three ?
Tele!ision, 1rint and 2adio. >y analysing the responses to this 8uestion, we, the
researchers, as well as companies, can identify the effecti!eness of
ad!ertisements through the media identified.
-rom the tabulated data depicted abo!e and responses of the consumers, it is
e!ident that the ma<ority of the respondents feel that tele!ision ad!ertising is the
most effecti!e means of ad!ertising. This is indicati!e in spite of large number
of commercials that the public is bombarded with.
The respondents gi!e !ery little credit to radio ad!ertisements. This is indicati!e
of the fact that most of the public ignore radio ad!ertisements or else that radio
ad!ertising does not translate into sales.
Thus, it can be surmised that when ad!ertising, more effecti!e media to reach
the consumer and persuade them to buy are the tele!ision and print media, more
so than radio ad!ertising.
Aonsumers approached were asked about their satisfaction with the three stores
co!ered in this study. The three stores are >ig >azaar, %hopper@s %top, and
7arks I %pencer. The satisfaction scale comprised of four ranks ? 3nsatisfied,
%atisfied, $ighly %atisfied and Ee!er Sisited. The ob<ect is also to analyze how
far the marketing strategies, brand image, ad!ertisements, layout, 8uality etc.,
contribute towards consumer perception and satisfaction.
>y analysing the responses to this 8uestion, we, the researchers, as well as
companies, can identify the effecti!eness of ad!ertisements, location, brand,
price, promotion, product !ariety etc., on the target consumers. This helps to
understand the current consumer perception of the three stores identified and the
corresponding satisfaction le!els.
-rom the tabulated data depicted abo!e and responses of the consumers, it is
e!ident that a good number of target consumers are satisfied with the stores at
large. $owe!er, there are those who are unsatisfied or who ha!e ne!er !isited
the store at all. %uch consumers form the potential market that the companies
must stri!e to attract.
There are also 8uite a few respondents who were highly satisfied with the retail
chains. It is imperati!e for the stores to find out why this is so. They can modify
and apply the same attractions towards the consumers who are less satisfied.
The abo!e table and graph gi!e a worm@s eye,!iew of the consumer perception
of the three stores. This can help the marketers understand how effecti!e their
strategies ha!e been.
" little more than half of the respondents indicated that they are satisfied with
>ig >azaar, while almost one,eighth indicated that they are highly satisfied with
the store. $owe!er, almost one,fourth of the number of respondents indicated
that they were unsatisfied with >ig >azaar.
This goes to show that although >ig >azaar may ha!e an o!erall goodwill from
the consumers, there are still some things that they are not doing right. >ig
>azaar must identify eactly what the problem areas are and must address them
8uickly and swiftly.
The abo!e pie chart shows that almost 5&. of the respondents fall into the
category of potential customers. >ig >azaar must take effecti!e steps to attract
these consumers.
"lmost two,thirds of the number of respondents indicated that they are satisfied
with %hopper@s %top, while more than one,fourth indicated that they are highly
satisfied with the store. $owe!er, almost one,eighth of the number of
respondents indicated that they were unsatisfied with %hopper@s %top.
This goes to show that %hopper@s %top is doing many things right. It seems to
en<oy a reasonable amount of goodwill. The marketing strategies,
ad!ertisements, promotions, 8uality, pricing, product !ariety etc., seem to be
!ery appealing and also translate into sales and repeat purchases.
The abo!e pie chart shows that 12. of the numbers of respondents, howe!er,
are unsatisfied with the store. They form the potential consumers market for
%hopper@s %top.
7ore than half of the number of respondents indicated that they are satisfied
with 7arks I %pencer, while almost one,fourth indicated that they are highly
satisfied with the store. $owe!er, almost one,se!enth of the number of
respondents indicated that they were unsatisfied with 7arks I %pencer.
This goes to show that although 7arks I %pencer may ha!e an o!erall goodwill
from the consumers, there are still some things that they are not doing right.
7arks I %pencer must identify eactly what the problem areas are and must
address them effecti!ely and efficiently.
The abo!e pie chart shows that almost 2&. of the respondents fall into the
category of potential customers. 7arks I %pencer must take effecti!e steps to
attract these consumers.
RECOMMENDATIONS AND CONCLUSION
BIG BAZAAR
P(*
1. Sariety B >ig >azaar offers a wide !ariety of products of different prices
and different 8ualities satisfying most of its customers.
2. Ouality B 1ro!iding 8uality at low prices and ha!ing different types of
products for different income customers is another ad!antage.
5. 1rice B "s noted the prices and offers in >ig >azaar ha!e been one of the
main attractions and reasons for its popularity. The price ranges and the
products offered are !ery satisfying to the customers.
9. ;ocation B The location of >ig >azaar has been mainly in the heart of the
city or in the out skirts gi!ing a chance to both the Aity and the people
li!ing outside the city to shop.
5. "d!ertisements B >ig bazaar has endorsed !ery popular figure like 7 %
#honi and other famous personalities which has attracted a lot of
customers. This has resulted in increase of sale and the outdoor
ad!ertising techni8ues ha!e also helped >ig >azaar.
'. 7iddle class appeal B Aonsidering the fact that there are a lot middle
class families in India, >ig bazaar has had a huge impact on the middle
class section of India, the prices, 8uality and sales strategy has helped in
getting the middle income groups getting attracted towards >ig >azaar.
). "ttracti!e sales B >ig bazaar has been known for its great sale and great
offers. >ig bazaar has had long lines of people waiting to get into the
store for the sale. Therefore, the sales that >ig >azaar has had has
increased sales in a huge way due to the sales and offers, thus this has
been one of the main ad!antages of >ig >azaar.
Dia'5a$ta%e
1. %tore layout B The store layout and the assortment of goods is not the best
at >ig >azaar, as the 8uantity of goods sold is more the arrangement and
assortment of goods in the store is the greatest. $ence at times customers
find it hard to find what they re8uire, this leads to dissatisfaction of
customers.
2. ;ower 8uality of goods B "s >ig bazaar aims more toward the middle
income group, the 8uality of goods is not of the highest 8uality, and this is
sometimes a disad!antage as some would prefer better 8uality to the
price, making customers to search for different places.
5. #oes not appeal to the elite B "s mentioned abo!e, the main customers
are middle income and a few high income groups, The elite do not like to
shop at >ig >azaar as the 8uality of goods is lower and they would prefer
a higher price and get a better brand, this decreases sales from the elite
class.
9. Eot acclaimed for !ery good ser!ice B >ig >azaar is not known for high
class ser!ice. The staff recruited is not !ery well trained and the billing
8ueues take a long time to mo!e, this irritates customers which makes
them !isit the store more seldom.
5. ;ower 8uality of goods B "s the sore is trying to concentrate on the
middle income group the type of products used is not of the most superior
8uality and most of the times nor branded, this may dissatisfy certain
customers.
'. Aonsumer satisfaction B ;ong 8ueues and lower 8uality leads to
dissatisfaction of customers. #ue to factors mentioned abo!e >ig >azaar
shoppers are not always satisfied, this is not a positi!e for the store.
SHOPPERS STOP
P(*
1. Sariety B The !ariety of goods and products at shoppers stop is like a one
stop shop for customers. It pro!ides household products and other
products like apparels etc. This attracts customers
2. ;ayout B %hoppers@ %top pro!ides ease of shopping by pro!iding them
with a !ery clear store layout which is an essential element in attracting
customers as it pleases them.
5. "mbience B %hoppers@ %top has a !ery pleasing ambience which helps in
shopping, the colours, lights and others help in encouraging customers in
shopping.
9. >rand "wareness B %hoppers@ %top has a high le!el of brand awareness
among customers in and around the city. It is a popular store, this helps in
attracting customers as publicity by person to person by word of mouth
helps %hoppers@ stop in getting more customers.
5. $igh Income 0roups B %hoppers@ %top attracts mainly the high income
group although it attracts the middle income group as well but not as
much as the high income group.
Dia'5a$ta%e
1. Fpensi!e B %hoppers@ %top has a label which is tagged in the minds of
customers that it is epensi!e and therefore this affects the sale of goods
in the store.
2. ;ess "d!ertisement B %hoppers@ %top is not known much for their
ad!ertisements and the ad!ertisements done are !ery less as well. This
does not attract more customers to the store.
5. Sery few outlets B %hoppers@ %top is not spread all o!er the city and
hence this causes a problem for customers to tra!el far distances to get to
the store and hence they find alternati!es.
9. ;ess "ttraction B The attraction in shoppers stop is less compared to other
stores, i.e., the sales and offers are lesser and as the store attracts people
with higher incomes the number of sales per year is lesser this does not
attract other customers
5. ;ocation B The location of the stores are not in the main areas making it
difficult for the customers to find the store, location of the store plays a
huge role as the customers would like the store to be aPin a con!enient
place for them to reach it with more comfort.
'. ;oss on middle income groups B The store loses out on the middle
income group which is more dominant in India, with lesser or reduced
prices the middle income group can be attracted.
MARKS & SPENCER

P(*
1. Ouality B 7arks and %pencer is known for its 8uality products. Therefore
their main ad!antage is that their image in the !iew of the customer is a
store with !ery good 8uality.
2. ;oyalty B 1eople are loyal to the store as they are highly satisfied with
the 8uality and they ha!e an assurance from the store for their continued
supply of 8uality products
5. ;ocation B 7arks and %pencer is mostly located near the residential areas
or sometimes the commercial areas. This helps the customers to get to the
store 8uickly and hence pro!ides con!enience to the customers gi!ing the
customers a positi!e image about the store.
9. $igh Income B 7arks and %pencer attracts the higher income group, the
profit is higher as the customers are ready to spend more for better
products
5. ;ayout B 7arks and %pencer ha!e a !ery good layout for the store and
this gi!es chance for the customers to get a proper look at the store and
help them locate their needs with ease, this makes customers happy.
Dia'5a$ta%e
1. Fpensi!e B 7arks and %pencer is a high end store pro!ing to be a little
more epensi!e when compares to other stores. This makes people
hesitant to go to the store.
2. Aompetition B 7arks and %pencer recei!e !ery high competition from
stores like 2eliance -resh, -ood =orld, -ab mall and others. Austomers
would prefer buying the same product at a cheaper price. Thus the
competition is !ery high.
5. Eo middle income customers B The middle income groups would prefer
other stores as 7arks and %pencer is pro!en to be an epensi!e store,
middle income customers will try and find alternati!es and sa!e money.
9. ;esser 0oods B 7arks and %pencer do not ha!e a huge !ariety or
assortment of goodsPproducts, though they deal with groceries and
products which are similar, there is lesser !ariety and customers prefer
more !ariety.
5. -ewer >ranches B "s 7arks and %pencer is still growing there are fewer
branches around, this is a reason for lesser sale as customers would not
want to tra!el long distances to find the store, they would find
alternati!es instead.
'. ;ess "d!ertisement B 7arks and %pencer ha!e do not ha!e an ad
campaign or ha!e !ery little ad!ertising. This leads to lesser information
of the store, thus sales and profits would depend and fluctuate on the le!el
of ad!ertisement and information gi!en to the public.
). Eo Offers or sales B 7arks and %pencer rarely has sales or offers. This
does not attract customers. Thus as a result of no sales and offers when
compared to other stores the sales are lesser pro!ing to be a disad!antage
to the store.