Catchment Area

Catchment can be defined as the area /zone of the city from which the customers come into for shopping from a particular store. Catchment analysis pre launch would ideally decide the product mix and formats of the stores. Catchment analysis done after a time gap of launch would also give a correct picture of whats happening and where to concentrate market energies to get more walk ins. The catchment area for a retail outlet is the geographic area from which a customer is prepared to travel to reach that outlet. Because a retailer is fixed to a specific location they rely upon encouraging customers to travel a set distance to purchase their product. Depending upon the types of products being sold determines if the retailer is attracting only passing trade or becomes a destination site. Delhi is slowly catching up with rest of the world in terms of market openness and globalization. It's been only a decade and half and the signs can be seen in cities.

Catchment Area Analysis

Objective To determine the size and geographic shape of the overall catchment area of the centre and the geodemographic profile of all visitors. Coverage

The total catchment area size The size and composition of primary, secondary, tertiary and outer catchment areas The geodemographic profile of visitors to the centre The profile of visitors compared with the overall catchment area profile and the UK as a whole The level of penetration within specific sectors of the catchment area

Methodology The individual postcodes of a large and representative sample of some 3,000 visitors to the centre comprise the basis of eliciting this type of information. These are obtained by exit interviews at carefully selected locations throughout the centre across a typical week.

Data Presentation Detailed computer tabulations based upon geodemographic profile and a series of colour coded catchment area maps displaying size and penetration by area.

Catchment Area Interviewing

Objective Provision of information upon awareness, usage, and appreciation of the centre through its (key) catchment area(s), compared to other centres and town centre locations where they mainly shop. Coverage

Respondents demographic details Ever shopped at the Centre - yes or no?

If yes...

Do you use the Centre mainly, occasionally, or not at all nowadays? If mainly, why so? If not mainly, why not? Particular likes or dislikes? Particular shops attract you to the centre or would like to see at the centre?

If no...

Where do you shop nowadays? Why so? Why never at the Centre? Particular shops which would attract you to the Centre? Recall of any advertising or promotion for the Centre? Where was it seen or heard?

Methodology One thousand face-to-face interviews in the street on a Saturday and busy weekdays, during normal shop opening hours. Individual informants recruited on the basis of quota controls on age and social class within sex. Data Presentation Detailed computer tabulations, plus an informal chart presentation and Management Report upon the key findings.

Customer Exit Surveys

Objective To provide an accurate and reliable framework of information upon the characteristics of visitors to the centre, their behaviour patterns and attitudes towards the centre itself. Coverage

Customer profile - basic demographics of sex, age, social class, marital status, working status, family composition, plus composition of the shopping party on the day. Origin - shopping from home or from work. Nearest main town where they live. Distance travelled and time taken to get there. How travelled - by car, by bus, on foot. Main purpose of visit and other reasons for visiting on the day. The main shops which attract customers to the centre. Time spent shopping at the centre (dwell time). Total amount of money spent. Visitation frequency. Likes and dislikes, and attitudes towards the centre.

Methodology Up to 1000 face-to-face interviews with customers selected at random when leaving the Centre. Fieldwork organised to cover all main exits during a typical week (including late-night opening and Sundays where appropriate) in order to ensure reliability. Data Presentation Detailed computer tabulations, plus an informal chart presentation and management report upon key findings.