GAP analysis of Levi’s & Espirit Section of Shoppers and

Specialty stores

This Dissertation work was completed in partial fulfillment of PGDRM

(Post Graduate Diploma in Retail Management 2008-10).

SUBMITTED BY:

Mohammad Jishan Ali

___________________
(Signature of Student)

______________________ _____________
(Course Instructor’s Name & Signature) (HOD Name & Signature)

1
 ACKNOWLEDGEMENT
I take this opportunity to express my sincere gratitude to the
following personalities without their help and guidance the
successful completion of my project work would have been
Remained a dream.

I extend my heartful thanks to Mr. NITIN KHARBANDA, Mr.

Ranjan (Departmental Manager) for the constant and valuable
guidance by them throughout my project.

I express my deep gratitude towards Mr. ANIL RAO (HR) for

giving me permission to do the project in his organization and
His valuable guidance.

Finally I thank all my friends who directly or indirectly helped

me a lot during my project.

Moh’d Jishan Ali

2
 DECLARATION

I hereby declare that this dissertation project report titled “GAP

analysis of Levi’s Specialty store and Shoppers Stop Levi’s
Store” is the result of my own effort in the training which I did
as a part of the curriculum. It has not been duplicated from any
other earlier works and all information provided in this report is
genuine.

Moh’d Jishan Ali

PGDRM

3
 List of Contents

Page No. Title

5 Company Details

6 History of Shoppers Stop

7 Mission & Vision Statement

8-9 Accomplishment
10-11 Questionnaires
12 Sample size
13-19 Analysis of Questionnaires of Levi’s

20-21 Questionnaires for ESPRIT

22-28 Analysis of Questionnaires of ESPRIT

29 Recommendation & Suggestions

4
 Company Details

Name of the Organization: Shoppers Stop Ltd.

Head of the Organization: Mr. B.S. Nagesh (MD)

Address:

Corporate Office:

Eureka Towers, 9th Floor, Link Road,

Malad West, Mumbai - 400064

Tel: 022-28809898 / 28447337

Fax: 28808877

5
 History of Shoppers Stop

The foundation of Shoppers Stop was laid on October 27,

1991 by the K. Raheja Corp. Group of Companies. Being
amongst India’s biggest hospitality and real estate players,
the Group crossed yet another milestone with its lifestyle
venture- Shoppers Stop.
Since Its Inception, Shoppers Stop has progressed from
being a single brand shop to becoming a Fashion &
Lifestyle store for the Family. Today, Shoppers Stop is a
household name, known for its superior quality products,
services and above all, for providing a complete shopping
experience. With an immense amount of expertise and
credibility, Shoppers Stop has become the highest
benchmark for the Indian retail Industry. In fact the
Company’s continuing expansion plan aim to help
Shopper’s Stop meet the Challenges of the retail Industry
in an even better manner than it does today.

6
 Mission Statement

“Nothing but the Best”

Vision Statement

“To be a global retailer in India and maintain its No. 1 position

in the Indian market in the Department Store category."  

Accomplishment
7
Shoppers Stop in the only retailer from India to become a
member of the prestigious Intercontinental Group of
Departmental stores (IGDS). The IGDS consists of 30
experienced retailers from all over the world, which
include established stores like Selfridges (England),
Karstadt (Germany), Shanghai No. 1(China), manor
(Switzerland), to name a few.

Shoppers Stop won “The most admired Appeared Retailer

of the year 2000” Award at the Images Fashion Awards.
Mr. B.S. Nagesh won the “Annual Award for Excellence
as Top CEO for 2001” at the Institute of Marketing
Management. Mr. Nagesh was also nominated for the
Ernst & Young “Entrepreneur of the year 2000” Award.

Shoppers Stop swept a majority of awards at the CMAI

awards 2001-2002.

 CEO of the Year.

 Retailer of the Year.
 Individual Retail Outlet of the Year- Shoppers Stop, DELHI.
 Advertising Campaign of the Year- 7 Wonders.
 Management Team of the Year.

8
Shoppers Stop won the “Best Retail Chain of the Year award” &
Mr. B.S. Nagesh won the “Best Retail Professional of the Year”
award at the 4th annual Image Fashion Awards, 2004.

Shoppers Stop has been conferred upon with the covered

“Superbrand” status.

9
 Questionnaire for Levi’s Store

1. Which fit you like most?

A) Skinny B) Regular C) Straight

2. Why you prefer Levi’s?

A) Quality B) Price C) Style

3. Do you feel any difference between Levi’s specialty

store and Shoppers stop Levi’s?
A) Yes B) No

4. How you would Rate Levi’s Store in Shoppers stop?

A) Excellent B) Very Good C) Good D) Poor

5. Do you feel anything missing here?

A) Yes B) No

6. Are you satisfied with the services of Levi’s Store?

A) Yes B) No

7. How would you Rate the serviceability of the Levi’s

store here?

A) Good B) Very Good C) Poor.

10
8. Any Suggestion for Improvement?

11
 Sample Size

This Survey has been done on the 225 customers (Including

those who have not taken this survey serious means they are not
interested in filling the questionnaire). Out of which we have
taken only 200 those customers who took interest in giving the
answers of the asked questions. On the basis of that we are
analyzing the questionnaire. In the analysis we are showing the
data in Percentage.

Data is in the Chart Form.

12
 Analysis of Questionnaire

1. Which fit you like Most?

Straight

Regular

Skinny

0% 10% 20% 30% 40% 50% 60% 70% 80%

13
 2. Why you prefer Levi’s?

Style

Price

Quality

0% 10% 20% 30% 40% 50% 60%

14
 3. Do you feel any difference between Levi’s specialty
store and Shoppers stop Levi’s?

No

Yes

0% 10% 20% 30% 40% 50% 60% 70%

When I asked them what kind of difference they find here in

comparison to other Levi’s Store, They said me that, “You have
Less Merchandise Choice”.

15
 4. How would you Rate Levi’s Store in Shoppers
stop?

Excellent

Very Good

Good

Poor

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

16
 5. Do you feel anything missing here?

90%

80%
70%

60%

50% Series1
40%

30%

20%
10%

0%
YES NO

When I asked this question to customers, they said that there is

missing of shoes, bags, wallets, Belts, Hats etc.

17
 6. Are you satisfied with the services of Levi’s Store?

No

Yes

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

When I asked this question to customers, 83% customers are

satisfied with the services of the Levi’s and only 17 % of the
customers are not satisfied. When I tried to know the reason,
they said that sometimes they face the problem of lack of
attendant.

18
7. How would you Rate the serviceability of the Levi’s
store here?

Poor

Very Good

Good

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Questionnaire for Esprit

1. Which fit you like most?

19
 A) Skinny B) Regular C) Straight

2. Why you prefer Esprit?

A) Quality B) Price C) Style

3. Do you feel any difference between Esprit specialty

store and Shoppers stop Esprit?
A) Yes B) No

4. How you would Rate Esprit Store in Shoppers stop?

A) Excellent B) Very Good C) Good D) Poor

5. Do you feel anything missing here?

A) Yes B) No

6. Are you satisfied with the services of Esprit Store?

A) Yes B) No

7. How would you Rate the serviceability of the Esprit

store here?

A) Good B) Very Good C) Poor.

20
8. Any Suggestion for Improvement?

Analysis of Questionnaire

1. Which fit you like most?

21
 Skinny

Regular

Straight

0% 10% 20% 30% 40% 50% 60%

2. Why you prefer Esprit?

22
 Style

Price

Quality

0% 10% 20% 30% 40% 50% 60%

3. Do you feel any difference between Esprit specialty

store and Shoppers stop Esprit?

23
 No

Yes

0% 10% 20% 30% 40% 50% 60% 70% 80%

4. How you would Rate Esprit Store in Shoppers stop?

24
 Excellent

Very Good

Good

Poor

0 10 20 30 40 50 60 70 80

5. Do you feel anything missing here?

25
 No

Yes

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

6. Are you satisfied with the services of Esprit Store?

26
 No

Yes

0% 10% 20% 30% 40% 50% 60% 70% 80%

7. How would you Rate the serviceability of the Esprit

store here?

27
 Poor

Very Good

Good

0% 10% 20% 30% 40% 50% 60% 70%

Recommendation & Suggestions

 In both the Stores Customers are not satisfied with the
assortment means they want lot of choices. So
Assortment should be deep.
28
 In Levi’s Store Customers want other more things like
Bags, Shoes, wallets, Hats.

 Most of the Customers (75-80%) rated our stores Very

Good in terms of attractiveness. If we want to move it
to Excellent, we have to focus onto the lighting &
theme of the stores especially in Levi’s Store.

 As far as services of the stores are concerned customers

are only unsatisfied with the lack of attendant.
Sometimes they have to wait for them.

 In Esprit Store, Sometimes customers have to wait for

their chance because there is a very little space.
Especially on weekends.

29