A STUDY OF CONSUMER PERCEPTIONS OF THREE

RETAIL CHAINS IN BANGALORE – BIG BAZAAR,

SHOPPERS’ STOP AND MARKS & SPENCER
 CONTENTS

Sl. Page
Topic
No. No.
I Retail Industry in India
II Company Profile

(i) Big Bazaar

(ii) Shoppers’ Stop

(iii) Marks & Spencer

III Synopsis of the Study
IV Analysis and Interpretation
V Findings and Suggestions
VI Recommendations and Conclusion
 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, exceeding all
previous estimates. According to a study by Deloitte Haskins and Sells,
organised retail has increased its share from 5 per cent of total retail sales in
2006 to 8 per cent in 2007. The fastest growing segments have been the
wholesale cash and carry stores (150 per cent) followed by supermarkets (100
per cent) and hypermarkets (75-80 per cent). Further, it estimates the
organised segment to account for 25 per cent of the total sales by 2011.

India retail industry is the largest industry in India, with an employment of

around 8% and contributing to over 10% of the country's GDP. Retail industry
in India is expected to rise 25% yearly being driven by strong income growth,
changing lifestyles, and favourable demographic patterns.

It is expected that by 2016 modern retail industry in India will be worth US$
175- 200 billion. India retail industry is one of the fastest growing industries
with revenue expected in 2007 to amount US$ 320 billion and is increasing at
a rate of 5% yearly. A further increase of 7-8% is expected 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 US$ 21.5 billion by 2010 from the current
size of US$ 7.5 billion.

Shopping in India has witnessed a revolution with the change in the consumer
buying behaviour 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 complexes
which offer food, shopping, and entertainment all under the same roof.

India retail industry is expanding itself most aggressively; as a result a great

demand for real estate is being created. Indian retailers preferred means of
expansion is to expand to other regions and to increase the number of their
outlets in a city. It is expected that by 2010, India may have 600 new shopping
centres.

India retail industry is progressing well and for this to continue retailers as
well as the Indian government will have to make a combined effort.

Retail space

Driven by changing lifestyles, strong income growth and favourable

demographic patterns, Indian retail is expanding at a rapid pace. Mall space,
from a meagre one million square feet in 2002, is expected to touch 40 million
square feet by end-2007 and an estimated 60 million square feet by end-2008,
says Jones Lang LaSalle's third annual Retailer Sentiment Survey-Asia.
Alongside, Indian cities are witnessing a paradigm shift from traditional forms
of retailing into a modern organized sector. A report by Images Retail
estimates the number of operational malls to more than double to over 412
with 205 million square feet by 2010 and further 715 malls by 2015, on the
back of major retail developments even in tier II and tier III cities in India.

Challenges facing the Indian Organized Retail sector

The challenges facing the Indian organized retail sector are various and these
are stopping the Indian retail industry from reaching its full potential. The
behaviour pattern of the Indian consumer has undergone a major change. This
has happened for the Indian consumer is earning more now, western
influences, women working force is increasing, desire for luxury items and
better quality. He now wants to eat, shop, and get entertained under the same
roof. All these have lead the Indian organized retail sector to give more in
order to satisfy the Indian customer.

The biggest challenge facing the Indian organized retail sector is the lack of
retail space. With real estate prices escalating due to increase in demand from
the Indian organized retail sector, it is posing a challenge to its growth. With
Indian retailers having to shell out more for retail space it is effecting there
overall profitability in retail.

Trained manpower shortage is a challenge facing the organized retail sector in

India. The Indian retailers have difficultly in finding trained person and also
have to pay more in order to retain them. This again brings down the Indian
retailers profit levels.

The Indian government have allowed 51% foreign direct investment (FDI) 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. But the global
retail giants like Tesco, Wal-Mart, and Metro AG are entering the organized
retail sector in India indirectly through franchisee agreement and cash and
carry wholesale trading. Many Indian companies are also entering the Indian
organized retail sector like Reliance Industries Limited, Pantaloons, and Bharti
Telecoms. But they are facing stiff competition from these global retail giants.
As a result discounting is becoming an accepted practice.
 PROFILES OF THE COMPANIES

BIG BAZAAR

Big Bazaar is not just another hypermarket. It caters to every need of a

family. Where Big Bazaar scores over other stores is its value for money
proposition for the Indian customers.

At Big Bazaar, one can get the best products at the best prices – that is what
they guarantee. With the ever increasing array of private 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. And this is just the beginning. Big Bazaar plans to add
much more to complete the shopping experience. Food is the main shopped
for category in this store.

Parent Company

Pantaloon Retail (India) Limited, is India’s leading retailer that operates

multiple retail formats in both the value and lifestyle segment of the Indian
consumer market. Headquartered in Mumbai (Bombay), the company
operates over 12 million square feet of retail space, has over 1000 stores
across 71 cities in India and employs over 30,000 people.

The company’s leading formats include Pantaloons, a chain of fashion

outlets, Big Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a
supermarket chain, blends the look, touch and feel of Indian bazaars with
aspects of modern retail like choice, convenience and quality and Central, a
chain of seamless destination malls. Some of its other formats include Brand
Factory, Blue Sky, aLL, Top 10 and Star and Sitara. The company also
operates an online portal: futurebazaar.com.

A subsidiary company, Home Solutions Retail (India) Limited, operates

Home Town, a large-format home solutions store, Collection i, selling home
furniture products and eZone focussed on catering to the consumer
electronics segment.

Pantaloon Retail was recently awarded the International Retailer of the Year
2007 by the US-based National Retail Federation (NRF) and the Emerging
Market Retailer of the Year 2007 at the World Retail Congress held in
Barcelona.

Pantaloon Retail is the flagship company of Future Group, a business group

catering to the entire Indian consumption space.
 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.

From 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 plans aim to help Shoppers’ Stop meet the
challenges of the retail industry in an even better manner than it does today.

Shoppers Stop Ltd has been awarded "the Hall of Fame" and won "the
Emerging Market Retailer of the Year Award", by World Retail Congress at
Barcelona, on April 10, 2008 Shoppers Stop is listed on the BSE. With the
launch of the Navi Mumbai departmental store, Shoppers Stop has 26 stores in
13 cities in India.

Stores
Shoppers Stop began by operating a chain of department stores under the
name “Shoppers’ Stop” in India. Currently Shoppers Stop has twenty six (26)
stores across the country and three stores under the name HomeStop.
Shoppers Stop has also begun operating a number of specialty stores, namely
Crossword Bookstores, Mothercare, Brio, Desi Café, and Arcelia.

Shoppers Stop retails a range of branded apparel and private label under the
following categories of apparel, footwear, fashion jewellery, leather products,
accessories and home products. These are complemented by cafe, food,
entertainment, personal care and various beauty related services.

In April 2008, Shoppers Stop changed its logo and adopted the mantra "Start
Something New".

Shoppers Stop's sister stores include:

• Crossword Bookstores (a specialised book store)

• HomeStop (store for furniture and home accessories)
• Brio
• Hypercity (offers food and grocery, general merchandise and apparel)
• MotherCare (offers products for expecting mothers, babies, toddlers and
children)
• Nuance Group (manages the outlets at the international airports at
Bangalore and Hyderabad)

Loyalty program
Shoppers Stop’s has a loyalty program called First Citizen. They also offer a
co-branded credit card with Citibank for their members.
 MARKS & SPENCER

Marks & Spencer (also M&S, Marks and Sparks and Marks') is a British
retailer, with 760 stores in more than 30 countries around the world. It is one
of the most iconic and widely recognised chain stores in the United Kingdom,
and is the largest clothing retailer in the country, as well as being a multi-
billion pound food retailer, and as of 2008, the 43rd largest retailer in the
world. Most of its 520 domestic stores sell both clothing and food, and since
the turn of the century it has started expanding into other ranges such as home
wares and furniture.

By 1999, Online Shopping was brought in, and the company grew with new
sales of fashion clothing. In 2001, with changes in its business focus such as
the introduction of the "Per Una" clothing range designed by George Davies,
accompanied by a redesign of its underlying business model, profits recovered
somewhat and M&S recovered 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 Sunday.

The UK Retail division, the largest of the operating divisions, is itself sub-
divided into seven business units, each representing a defined area of
merchandise: Womenswear, Menswear, Lingerie, Children's wear, Beauty,
Home and Foods. The first six business units are reported as “General”, and
footage is allocated between them depending on demand and seasonal factors.
The space allocated to the largest single business unit, Foods, is relatively
inflexible.
The International Retail business consists of three broad geographic areas:
Europe (including Ireland but excluding the UK), North America and the Far
East. The International Retail results include those of M&S’ franchise
businesses, which, at 31 March 2001, operated 125 franchise stores in 26
countries. The European International Retail can be divided into the
Continental Europe and the Republic of Ireland and European franchise
businesses. In North America the group operates two businesses, Brooks
Brothers and Kings Super Markets. At 31 March 2001 Brooks Brothers traded
in 221 stores and Kings Super Markets had 27 stores. Finally in Far East the
group operates 10 stores in Hong Kong.

LINES OF BUSINESS OF THE ABOVE STORES

• E-tailing
• Food
• Fashion
• Home Solutions
• Telecom and IT
• General Merchandise
• Leisure and Entertainment
• Wellness and Beauty
• Books and Music
 SYNOPSIS OF THE STUDY

Objectives of the Study

1. To study the retail industry in India.
2. To understand the influence of advertising and promotion in buying

behaviour.
3. To ascertain brand awareness of the outlets identified.

4. To analyze customer satisfaction towards products and services offered.

Tools of Data Collection

Primary Data

Interviewing the customers Questionnaires,

and consumers Surveys,
Approaching the outlets
directly.

Secondary Data

Books, Magazines, Newspapers, Blogs.

Sampling
Sample Size – 75 customers/consumers
Sample Unit – Consumers in the age group 18 to 50 years

Scope and Uses

1. It will extend to the actual field study of these outlets in Bangalore.
2. It will give information to prospective customers.
3. Help us gain independent knowledge about the consumer perception of

the outlets identified.

4. The study can help the companies get additional research information.

5. It facilitates evaluation of brand name and customer satisfaction.

 Format of the Questionnaire Employed
Dear Customer,
We, the students of Christ University, are conducting a study on the customer
perception of three retail outlets in Bangalore, viz., Big Bazaar, Shopper's Stop
and Marks & Spencer. Please fill in the following questionnaire to help us in
our survey.

NAME: OCCUPATION:

AGE: 18-28 28-38 38-48 48-58 58-65

GENDER: Male Female

1) How often do you shop?

Once a week Fortnightly Once a month

2) Which of the following stores do you shop at?

Big Bazaar Shopper's Stop Marks & Spencer Others (specify)
____________________________________

3) What do you mostly shop for at the mentioned stores?

Clothing Accessories Groceries

Others (specify) ____________________________________

4) Why do you shop at the above-mentioned store?

5) Rank your preferences for shopping:

Proximity Quality
Brand Price

Store Layout One-stop shopping

6) Does advertising and promotion influence your shopping decisions?

Yes No

7) Which form of promotion do you think is most effective?

Print TV Radio

8) Indicate your satisfaction level based on the following parameters for the
following stores:
Retail Outlet Unsatisfied Satisfied Highly Satisfied Not Visited
Big Bazaar
Shopper's Stop
Marks & Spencer

Thank you!
 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 Bangalore
– Big Bazaar, Shoppers’ Stop and Marks & Spencer. The data accrued,
especially from the interviews and questionnaires 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 relevant interpretations
are drawn.

The major objectives of analysis of data are:

1. To evaluate and enhance data quality
2. Describe the study population and its relationship
3. Examine effects of other relevant factors
4. Seek further insight into the relationships observed or not observed
5. Evaluate impact or importance

The data collection plan, including procedures, instruments, and forms, was
designed and pre-tested to maximize accuracy. All data collection activities
were monitored to ensure adherence to the data collection protocol and to
prompt actions to minimize and resolve missing and questionable data.
Monitoring procedures were instituted at the outset and maintained throughout
the study, since the faster irregularities can be detected; the greater the
likelihood that they can be resolved in a satisfactory manner and the sooner
preventive measures can be instituted.
Q. 1) Age of the respondents

Age Total Percentage

18-28 37 49.33%
28-38 16 21.33%
38-48 8 10.67%
48-58 9 12.00%
58-65 5 6.67%
75 100%

Age of Respondents

40 37
35
No of Respondents

30
25
20 16
15
8 9
10
5
5
0
18-28 28-38 38-48 48-58 58-65
Age

Age of Respondents

6.67%
12.00%
18-28
28-38
10.67% 49.33% 38-48
48-58
58-65

21.33%
Data Collected
The first criteria respondents were asked to indicate was the age group they
belonged to. Respondents were asked to choose among five age group
categories, viz., 18-28, 28-38, 38-48, 48-58 and 58-65 years. The age groups
were identified as key factors impacting shopping and purchase decisions of
consumers.

Analysis
From the table, bar graph and pie chart depicted above, the distribution of the
population under study is evident. Of the 75 respondents who answered the
questionnaire, 37 indicated that their ages fell in the category 18-28 years.
This accounts for 49.33% of the respondents.

Of the 75 respondents who answered the questionnaire, only 5 indicated that

their ages fell in the category 58-65 years. This accounts for 6.67% of the
respondents who fall in this age group.

It is evident from the responses and the subsequent tabulation that, on an

average, the respondents can be categorized in the following descending order
of age groups: 18-28, 28-38, 48-58, 38-48, and 58-65.

Interpretation
Of the consumers approached, 75 people agreed to fill in the questionnaire and
this specific question. This question is aimed at analyzing the distribution of
ages of the population that visit the stores under study. The age groups laid
before the respondent have been the result of observation and interview. By
analysing the responses to this question, we, the researchers, as well as
companies, can identify the demographics of the population that visit retail
outlets.

The highest number of respondents falls in the age group 18-28. It can be
deduced that most of the consumers who visit 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 visit 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 frequent malls and retail stores. What is
unexpected, however, is the fact that more people who fall into the older age
group visit the retail stores than those who fall in the middle age group. Then
again, this deduction cannot be applied to the entire population of Bangalore.
The disparity can be attributed to the small size of the sample under study.
Q. 2) Gender of the respondents:

Gender Total Percentage

Male 35 46.67%
Female 40 53.33%
75 100%

Gender of Respondents

41
40
40
39
No of Respondents

38
37
36
35
35
34
33
32
Male Female

Gender of Respondents

Male
Female 46.67%
53.33%
Data Collected
Consumers were asked to indicate their gender. The object of this question is
to understand the demographics of the population under study.

Analysis
From the table, bar graph and pie chart depicted above, the distribution of the
consumers is evident. Of the 75 respondents who answered the questionnaire,
40 were female. This accounts for 53.33% of the respondents, almost half of
the population under study.

Of the 75 respondents who answered the questionnaire, the rest 35 were male.
This accounts for 46.67% of the population under study.

It is evident from the responses and the subsequent tabulation that the number
of female respondents was higher than that of the male respondents in the
population under study.

Interpretation
Of the consumers approached, 75 people agreed to fill in the questionnaire and
this specific question. This question is aimed at identifying the distribution
between the two genders and how many of them visit the retail stores under
study. By analysing the responses to this question, we, the researchers, as well
as companies, can identify the distribution in the number of men and women
who visit 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 above. The number of male respondents was less
compared to the female respondents.

Two deductions can be made from the above data collected: one, more women
visit retail outlets than men. Two, more women are willing to fill out
questionnaires and take a survey than men.

This can help the companies and researchers in undertaking future decisions
and studies. Since more women can be inferred to visit retail stores than men,
companies can target their offerings and marketing strategies in two areas.
Retail outlets can appeal to the women customers by offering more products
geared especially towards women. They can provide a shopping experience
that women are particularly attracted to.

Another way that retail chains can use the above data is to appeal to the men
rather than the women. Since, fewer men visit retail stores as against women,
the companies have a large base of potential customers. By providing products
that are geared towards men and by providing a shopping experience that
attracts men, the retail chains can expand their customer base.
Q. 3) How often do you shop?

Frequency Total Percentage

Once a week 14 18.67%
Fortnightly 27 36.00%
Once a month 34 45.33%
75 100%

How often do you shop?

40
34
35

30 27
No of Respondents

25

20
14
15

10

0
Once a week Fortnightly Once a month
Frequency

How often do you shop?

18.67%

Once a week
45.33%
Fortnightly
Once a month

36.00%
Data Collected
Consumers approached were asked about their frequency in visits to shops.
The frequency points furnished were: Once a week, Fortnightly, and Once a
month. These frequency points were identified by observation and interview
as the average times that consumers shop.

Analysis
From the table, bar graph and pie chart depicted above, the frequency of
shopping of the respondents is evident. Of the 75 respondents who answered
the questionnaire, 34 indicated that they shopped once a month. This accounts
for 45.33% of the respondents, who visit shops including retail stores once a
month.

Of the 75 respondents who answered the questionnaire, 14 indicated that they

shopped once a week. This accounts for 18.67% of the respondents, who visit
shops, malls or retail stores once every week.

It is evident from the responses and the subsequent tabulation that, on an

average, the frequency of shopping among the respondents can be listed in the
following descending order: Once a month, Fortnightly, and Once a week.

Interpretation
Of the consumers approached, 75 people agreed to fill in the questionnaire and
this specific question. This question is aimed at understanding how frequently
consumers visit shops and buy their products or avail of their services. The
frequency points laid before the respondent have been the result of
observation and interview. By analysing the responses to this question, 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 have 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 have tough
customers in those who shop once a month. Such customers look to buy in
bulk. Moreover, such customers may not be open to experimenting with new
stores. Hence, 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 very loyal customers.

Consumers who shop once a week, on the other hand, pose very different
challenges to retail stores. Such customers can be presumed to have a high
disposable income and may buy more lifestyle or fashion products. Since they
shop so frequently, they must continually be entertained and attracted to make
repeat purchases at stores. When targeting this segment, companies must be
able to get new stock every week, and update their marketing strategies
continuously.
Q. 4) Which stores do you shop at frequently?

Details Total Percentage

Big Bazaar 23 30.67%
Shopper’s Stop 21 28.00%
Marks & Spencer 13 17.33%
Others 18 24.00%
75 100%

Which stores do you shop at?

25
23
21
20
18
No of Respondents

15
13

10

0
Big Bazaar Shopper’s Stop Marks & Spencer Others
Stores

Which stores do you shop at?

24.00%
30.67%
Big Bazaar
Shopper’s Stop
Marks & Spencer
Others
17.33%

28.00%
Data Collected
Consumers approached were asked which stores they shopped at frequently.
The retail store brands placed before them were Big Bazaar, Shoppers’ Stop,
Marks & Spencer, and others. These particular stores were chosen to examine
the differences in shopping patterns among stores that cater to the high income
group, middle income group and lower income group.

Analysis
From the table, bar graph and pie chart depicted above, the preference as
regards the stores frequented is evident. Of the 75 respondents who answered
the questionnaire, 23 indicated that they shopped frequently at Big Bazaar.
This accounts for 30.67% of the respondents, who give preference to Big
Bazaar.

Of the 75 respondents who answered the questionnaire, 13 indicated that they

shop frequently at Marks & Spencer. This accounts for 17.33% of the
respondents, who prefer Marks & Spencer.

In the ‘Others’ category provided, many respondents indicated that they

shopped frequently at Central, Food World, Monday to Sunday, Namdhari’s,
Fabmall/More, Westside, United Colours of Benetton, kirana stores etc.

Interpretation
Of the consumers approached, 75 people agreed to fill in the questionnaire and
this specific question. This question is aimed at analyzing the preferences of
consumers among the different stores. The stores under study have been
identified on the basis of the income groups they cater to. By analysing the
responses to this question, we, the researchers, as well as companies, can
identify customer preferences among the varied choices of stores, and can
calculate how much market share they hold.

The highest number of responses has been attributed to Big Bazaar. Big
Bazaar 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 frequency

of visits as: Shoppers’ Stop, Others, and Marks & Spencer.

It can be deduced from the above figures that the category ‘Others’ was
indicated by more number of respondents than those who indicated they
frequent Marks & Spencer. This may be because Marks & Spencer 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 frequent, outlets such as

Westside, Monday to Sunday, More, Central etc., featured. This indicates that
more people frequent stores that cater to the middle income group. This is not
to say that Marks & Spencer has no customer base. However, they may be
unable to generate a high volume of repeat sales.
Q. 5) What do you mostly shop for at the above-mentioned store?

Details Total Percentage

Clothing 33 44.00%
Accessories 12 16.00%
Groceries 25 33.33%
Others 3 4.00%
75 100%

What do you mostly shop for at the above-mentioned

store?

4.00%

Clothing
33.33% 44.00% Accessories
Groceries
Others

16.00%

What do you mostly shop for at the above-

mentioned store?

35 33

30
No of Respondents

25
25
20
15 12
10
5 3

0
Clothing Accessories Groceries Others
Items
Data Collected
Consumers 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 Clothing, Accessories, Groceries and others. These
products were identified by observation and interview as the most popular
products that consumers shop for frequently.

Analysis
From the table, bar graph and pie chart depicted above, the products
frequently shopped for by consumers is evident. Of the 75 respondents who
answered the questionnaire, 33 indicated that they essentially shopped for
clothing at the store they had indicated earlier. This accounts for 44.00% of the
respondents.

Of the 75 respondents who answered the questionnaire, only 3 indicated other

products they frequently shop for at the stores indicated earlier. This accounts
for 4.00% of the respondents, who gave importance to products such as home
furnishings, books, and kitchen appliances.

It is evident from the responses and the subsequent tabulation that consumers,
on an average, frequently shop for products in the following descending order:
Clothing, Groceries, Accessories, and Others.

Interpretation
Of the consumers approached, 75 people agreed to fill in the questionnaire and
this specific question. This question is aimed at identifying the products
consumers shop for frequently at retail outlets. The product categories laid
before the respondent are the result of observation and interview. By analysing
the responses to this question, we, the researchers, as well as companies, can
identify the main attractions of products and services offered.

The high number of responses indicate that a large number of consumers visit
retail outlets for clothes/dresses/apparel. Accoutrement is the hottest selling
item that any retail outlet can provide. One-third of the respondents indicated
that the visit retail outlets to purchase groceries.

To the retail stores, the above tabulated responses lead to a very important
result. Clothing is the fastest moving consumer good. Retail outlets that
provide apparel can see a higher rate of turnover and sales volume.

However, the above results cannot be assumed to be representative of the

entire population of Bangalore city. The sample size consists of only 75
respondents, who were approached on a random basis as they visited the retail
outlets.
 Q. 6) Why do you shop at the above store?

Factors Total Percentage

Quality 20 26.67%
Fashion 5 6.67%
Affordability 10 13.33%
Variety 4 5.33%
All under one roof 10 13.33%
Brand name 11 14.67%
Service 4 5.33%
Store atmosphere 3 4.00%
Loyalty 5 6.67%
Proximity 3 4.00%
75 100%

Why do you shop at the above store?

No of Respondents

25
20
20
15 11
10 10
10
5 4 4 3 5 3
5
0

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Factors

Why do you shop at the above store?

Loyalty, 6.67% Proximity, 4.00%
Store
atmosphere,
4.00% Quality, 26.67%
Service, 5.33%

Brand name,
14.67%
Fashion, 6.67%

All under one Affordability,

roof, 13.33% Variety, 5.33% 13.33%
Data Collected
Consumers approached were asked an open-ended question 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.

Analysis
The responses of the interviewees and consumers have been broadly
categorised into 10 factors that they find impact their shopping decision and
result in their choosing one store over another.

From the table, bar graph and pie chart depicted above, the influencing factors
are evident. The reasons include: Quality, Fashion, Affordability, Variety, All
products under one roof, Brand name, Service, Store atmosphere, Loyalty, and
Proximity.

Of the 75 respondents who answered the questionnaire, 20 replied that quality

of the products is generally the main reason they choose to shop at specific
stores. This accounts for 26.67% of the respondents, who replied saying
quality was the reason why they shopped at the store indicated earlier.

Of the 75 respondents who answered the questionnaire, 3 answered that store

atmosphere contributed to their shopping decision, while another 3 replied that
proximity of the store played a big role. This accounts for 4.00% of the
respondents, in each case.
Interpretation
Of the consumers approached, 75 people agreed to fill in the questionnaire and
this specific question. This question is aimed at getting direct customer
feedback as to the factors that influence their shopping decision. By analysing
the responses to this question, we, the researchers, as well as companies, can
identify the biggest factors that influence the consumers in favouring one store
over others, direct from the horse’s mouth.

If set in descending order of influence as indicated by the consumers, the

factors can be listed as: Quality, Brand name, Affordability, All products under
one roof, Fashion, Loyalty, Service, Variety, Proximity, and Store atmosphere.

From the table, graph and chart depicted above, it is evident that customers
give value 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 drive away customers to/from their stores.
Q. 7) Rank your preferences for shopping:

Details Total Percentage

Quality 23 30.67%
Brand 11 14.67%
Price 16 21.33%
Store layout 6 8.00%
Proximity 5 6.67%
One-stop shop 14 18.66%
75 100%

Preferences for Shopping

14
One-stop shop
5
Proximity
Preferences

6
Store layout
16
Price
11
Brand
23
Quality

0 5 10 15 20 25

No of Respondents

Preferences for Shopping

One-stop shop,
18.66%
Quality, 30.67%
Proximity,
6.67%
Store layout,
8.00%
Brand, 14.67%
Price, 21.33%
Data Collected
Consumers approached were asked to rank their preferences on a scale of 1 to
6 of their preferences when choosing to shop at particular stores. The
preference points placed before them were ‘Quality, ‘Brand’, ‘Price’, ‘Store
Layout’, ‘Proximity’, ‘One-stop shop’. These preference points were
identified by observation and interview as the most popular reasons that beget
the attraction of consumers and act as inducements to shop at particular stores.

Analysis
From the table, bar graph and pie chart depicted above, the preference points
of consumers is evident. Of the 75 respondents who answered the
questionnaire, 23 give first importance to quality when choosing which store
to shop at. This accounts for 30.67% of the respondents, who gave rank #1 to
‘Quality’.

Of the 75 respondents who answered the questionnaire, only 5 gave first

importance to proximity of the store when choosing where to shop at. This
accounts for 6.67% of the respondents, who gave rank #1 to ‘Proximity’.

It is evident from the responses and the subsequent tabulation that consumers,
on an average, rank the preference points in the following descending order of
attraction: Quality, Price, and One-stop shop, Brand, Store Layout, and
Proximity.
Interpretation
Of the consumers approached, 75 people agreed to fill in the questionnaire and
this specific question. This question is aimed at understanding what elements
attract the consumer the most. The preference points laid before the
respondent have been the result of observation and interview. By analysing the
responses to this question, we, the researchers, as well as companies, can
identify the biggest factors that influence the consumers in favouring one store
over others.

The highest responses and the highest ranking have been attributed to quality
of the products on sale. When choosing to shop at a particular store, or when
favouring one store over the others, it is seen that most consumers make this
decision based on the quality of the products on offer.

The next criteria that influence the consumers in favouring a particular store
over others are (in descending order) – Price, One-stop shop, Brand, Store
layout, and Proximity.

Although it is said that the most important things in retail are “Location,
location, and location”, from the consumers’ point of view, proximity is of
little concern. The quality, price and variety of goods play big roles in the
decision making process.
Q. 8) Do advertisement and promotion influence your shopping decision?

Details Total Percentage

Yes 33 44.00%
No 42 56.00%
75 100%

Do advertisement and promotion influence your

shopping decision?

60
33 42
No of 40
Respondents 20

0 Total
Yes No

Do advertisement and promotion influence your shopping

decision?

Yes
44.00%
No
56.00%
Data Collected
Consumers approached were asked if advertisements and promotional
activities influence their shopping decisions. This question was answered by
75 consumers. Advertisements refer to those that appear in any/all types of
media. Promotional activities refer to sales, coupons, gifts, free products etc.

Analysis
From the table, bar graph and pie chart depicted above, the influence of
advertisements and promotions on the psyche of consumers is evident. Of the
75 respondents who answered the questionnaire, 42 replied that
advertisements have little or no effect when deciding where to shop at. This
accounts for 56.00% of the respondents, who indicated the choice ‘No’.

Of the 75 respondents who answered the questionnaire, 33 replied that

advertisements and promotional activities do affect their decision when
favouring one store over others. This accounts for 44.00% of the respondents,
who indicated the choice ‘Yes’.

Interpretation
Of the consumers approached, 75 people agreed to fill in the questionnaire and
this specific question. This question is aimed at understanding the effect of
advertisements and promotional activities on the psyche of the consumers. The
object is also to analyze how far advertisements, promotions and other
marketing strategies have an impact on the shopping and buying behaviour of
consumers. By analysing the responses to this question, we, the researchers, as
well as companies, can identify the effect of advertising and marketing
campaigns on the consumers’ minds and how far advertisements translate into
sales.

From the tabulated data depicted above and responses of the consumers, it is
evident that a slightly higher number of respondents do not give much
importance to advertisements and promotional activities. The number of
respondents who indicated that advertisements and promotional activities do
have an impact on their shopping decisions was slightly lesser.

This indicates that although most consumers are aware of the advertisements
and promotional campaigns, a slightly higher percentage of consumers are not
swayed by the marketing strategies instituted by the companies.

This is not, however, to say that advertisements and promotional activities

have no bearing on the minds of the consumers at all. The responses only
indicate that advertisements serve to keep the brand in retention although they
do not guarantee sales. The products sold at the stores have the biggest impact
on attracting and retaining customers.
Q. 9) Which form of advertisement do you think is most effective?

Details Total Percentage

Print 28 37.33%
TV 40 53.33%
Radio 7 9.34%
75 100%

Which form of advertisement do you think is most

effective?

40
40
35 28
30
25
No of
20
Respondents
15
7
10
5
0
Print TV Radio
Promotion by

Which form of advertisement do you think is most effective?

Radio
9.34%

Print TV
37.33% 53.33%
Data Collected
Consumers approached were asked which form of advertisement they thought
was most effective. This question was answered by 75 consumers. The
methods of advertising were restricted to three – Television, Print and Radio.
The options laid before the respondents were the result of observation and
interview as being the most popular which the consumers identify as means of
advertising.

Analysis
From the table, bar graph and pie chart depicted above, the effectiveness of the
various modes of advertising on the psyche of consumers is evident. Of the 75
respondents who answered the questionnaire, 40 indicated that the television
is the most effective means of advertising for a store. This accounts for
53.33% of the respondents, who indicated the choice ‘TV’.

Of the 75 respondents who answered the questionnaire, only 7 indicated that

the radio is an effective means in advertising to the consumers. This accounts
for 9.34% of the respondents, who indicated the choice ‘Radio’.

It is evident from the graph and chart presented above that, in the minds of the
consumers, the effectiveness of the three kinds of media are classified as
follows (in the descending order): Television, Print, and Radio.

Interpretation
Of the consumers approached, 75 people agreed to fill in the questionnaire and
this specific question. This question is aimed at understanding the
effectiveness of the three means of advertising. The object is also to analyze
how far advertisements broadcast through these media percolate into the
minds of the consumers.

By analysing the responses to this question, we, the researchers, as well as

companies, can identify the effectiveness of advertisements through the media
identified. This helps to understand which media is more influential and
attracts more sales.

From the tabulated data depicted above and responses of the consumers, it is
evident that the majority of the respondents feel that television advertising is
the most effective means of advertising. This is indicative in spite of large
number of commercials that the public is bombarded with.

The respondents give very little credit to radio advertisements. This is

indicative of the fact that most of the public ignore radio advertisements or
else that radio advertising does not translate into sales.

Thus, it can be surmised that when advertising, more effective media to reach
the consumer and persuade them to buy are the television and print media,
more so than radio advertising.
 Q. 10) Indicate your satisfaction level based on the given parameters for
the following stores:

Highly Never
Stores Unsatisfied Satisfied Total
Satisfied Visited
Total % Total % Total % Total % Total %
Big
20 26.67% 43 57.33% 10 13.33% 2 2.67% 75 100%
Bazaar
Shopper’s
9 12.00% 48 64.00% 18 24.00% 0 0% 75 100%
Stop
Marks &
11 14.67% 41 54.67% 17 22.67% 6 8.00% 75 100%
Spencer

Satisfaction Levels

2 0
100% 6
10
90% 18
17
80% Never Visited
70%
60% 43 Highly
50% Satisfied
48 41
40%
Satisfied
30%
20% 20
11 Unsatisfied
10% 9

0%
Big Bazaar Shopper's Stop Marks &
Spencer

Stores
Data Collected
Consumers approached were asked about their satisfaction with the three
stores covered in this study. This question was answered by 75 consumers.
The three stores are Big Bazaar, Shopper’s Stop, and Marks & Spencer. The
satisfaction scale comprised of four ranks – Unsatisfied, Satisfied, Highly
Satisfied and Never Visited.

Analysis
From the table, bar graph and pie chart depicted above, satisfaction levels with
the three stores are evident. Of the 75 respondents who answered the
questionnaire, 43 indicated a satisfactory response towards Big Bazaar, and 2
had not visited the store.

Of the 75 respondents who answered the questionnaire, 48 indicated a

satisfactory response towards Shopper’s Stop, 18 were highly satisfied, and 9
were unsatisfied.

It is evident from the graph and chart presented above that of the 75
respondents, 41 indicated a satisfactory response towards Marks & Spencer,
17 were highly satisfied, while 6 had not visited the store.

Interpretation
Of the consumers approached, 75 people agreed to fill in the questionnaire and
this specific question. This question is aimed at understanding the satisfaction
levels of the consumers with the three stores under study – Big Bazaar,
Shopper’s Stop, and Marks & Spencer. The object is also to analyze how far
the marketing strategies, brand image, advertisements, layout, quality etc.,
contribute towards consumer perception and satisfaction.

By analysing the responses to this question, we, the researchers, as well as

companies, can identify the effectiveness of advertisements, location, brand,
price, promotion, product variety etc., on the target consumers. This helps to
understand the current consumer perception of the three stores identified and
the corresponding satisfaction levels.

From the tabulated data depicted above and responses of the consumers, it is
evident that a good number of target consumers are satisfied with the stores at
large. However, there are those who are unsatisfied or who have never visited
the store at all. Such consumers form the potential market that the companies
must strive to attract.

There are also quite a few respondents who were highly satisfied with the
retail chains. It is imperative 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 above table and graph give a worm’s eye-view of the consumer
perception of the three stores. This can help the marketers understand how
effective their strategies have been.
 Satisfaction Levels with
Big Bazaar

Never Visited,
Highly Satisfied,
2.67%
13.33%
Unsatisfied, 26.67%

Satisfied, 57.33%

Analysis
From the pie chart depicted above, satisfaction levels with Big Bazaar are
evident. Of the 75 consumers who answered this question, 57.33% indicate
that they are satisfied with Big Bazaar.

Of the 75 respondents, who indicated their satisfaction levels with Big Bazaar,
26.67% indicated that they are unsatisfied with Big Bazaar. Of the total
number of respondents, 13.33% indicated that they were highly satisfied with
Big Bazaar. And 2.67% indicated that they had not visited the store up to the
date of filling in this questionnaire.

Interpretation
Of the consumers approached, 75 agreed to fill in the questionnaire and
answer the above question. The aim of this question is to understand the level
of satisfaction that consumers feel with regards to the retail chain Big Bazaar.
As is evident from the pie chart presented above, a little more than half of the
respondents indicated that they are satisfied with Big Bazaar, while almost
one-eighth indicated that they are highly satisfied with the store. However,
almost one-fourth of the number of respondents indicated that they were
unsatisfied with Big Bazaar.

This goes to show that although Big Bazaar may have an overall goodwill
from the consumers, there are still some things that they are not doing right.
Big Bazaar must identify exactly what the problem areas are and must address
them quickly and swiftly.

The above pie chart shows that almost 30% of the respondents fall into the
category of potential customers. Big Bazaar must take effective steps to attract
these consumers.
 Satisfaction Levels with
Shopper's Stop

Highly Satisfied, Never Visited, 0% Unsatisfied, 12.00%

24.00%

Satisfied, 64.00%

Analysis
From the pie chart depicted above, satisfaction levels with Shopper’s Stop are
evident. Of the 75 consumers who answered this question, 64.00% indicate
that they are satisfied with Shopper’s Stop.

Of the 75 respondents, who indicated their satisfaction levels with Shopper’s

Stop, 24.00% indicated that they are unsatisfied with Shopper’s Stop. Of the
total number of respondents, 12.00% indicated that they are highly satisfied
with Shopper’s Stop. And there were no respondents who had not visited the
store.

Interpretation
Of the consumers approached, 75 agreed to fill in the questionnaire and
answer the above question. The aim of this question is to understand the level
of satisfaction that consumers feel with regards to the retail chain Shopper’s
Stop.
As is evident from the pie chart presented above, almost two-thirds of the
number of respondents indicated that they are satisfied with Shopper’s Stop,
while more than one-fourth indicated that they are highly satisfied with the
store. However, almost one-eighth of the number of respondents indicated that
they were unsatisfied with Shopper’s Stop.

This goes to show that Shopper’s Stop is doing many things right. It seems to
enjoy a reasonable amount of goodwill. The marketing strategies,
advertisements, promotions, quality, pricing, product variety etc., seem to be
very appealing and also translate into sales and repeat purchases.

The above pie chart shows that 12% of the numbers of respondents, however,
are unsatisfied with the store. They form the potential consumers market for
Shopper’s Stop.
 Satisfaction Levels with
Marks & Spencer
Never Visited,
8.00% Unsatisfied, 14.67%

Highly Satisfied,
22.67%

Satisfied, 54.67%

Analysis
From the pie chart depicted above, satisfaction levels with Marks & Spencer
are evident. Of the 75 consumers who answered this question, 54.67% indicate
that they are satisfied with Marks & Spencer.

Of the 75 respondents, who indicated their satisfaction levels with Marks &
Spencer, 14.67% indicated that they are unsatisfied with Marks & Spencer. Of
the total number of respondents, 22.67% indicated that they are highly
satisfied with Marks & Spencer. And 8.00% of the number of respondents
indicated that they had not visited the store up to the date of filling in this
questionnaire.

Interpretation
Of the consumers approached, 75 agreed to fill in the questionnaire and
answer the above question. The aim of this question is to understand the level
of satisfaction that consumers feel with regards to the retail chain Marks &
Spencer.

As is evident from the pie chart presented above, more than half of the number
of respondents indicated that they are satisfied with Marks & Spencer, while
almost one-fourth indicated that they are highly satisfied with the store.
However, almost one-seventh of the number of respondents indicated that they
were unsatisfied with Marks & Spencer.

This goes to show that although Marks & Spencer may have an overall
goodwill from the consumers, there are still some things that they are not
doing right. Marks & Spencer must identify exactly what the problem areas
are and must address them effectively and efficiently.

The above pie chart shows that almost 20% of the respondents fall into the
category of potential customers. Marks & Spencer must take effective steps to
attract these consumers.
 FINDINGS AND SUGGESTIONS

In the surveys, interviews and study conducted above, we came across many
factors that influence the consumers’ perception of a store and their
subsequent shopping and buying decisions. Here, we present the findings
gathered and the suggestions we offer to companies based on the data gathered
and analyzed.

Respondents were asked to choose among five age group categories, viz., 18-
28, 28-38, 38-48, 48-58 and 58-65 years. The age groups were identified as
key factors impacting shopping and purchase decisions of consumers. By
analysing the responses to this question, we, the researchers, as well as
companies, can identify the demographics of the population that visit retail
outlets.

The highest number of respondents falls in the age group 18-28. It can be
deduced that most of the consumers who visit retail outlets regularly are the
youth. The rest of the population who visit 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 frequent malls and retail stores. What is
unexpected, however, is the fact that more people who fall into the older age
group visit the retail stores than those who fall in the middle age group. Then
again, this deduction cannot be applied to the entire population of Bangalore.
The disparity can be attributed to the small size of the sample under study.

Consumers were also asked to indicate their gender. The object of this
question is to understand the demographics of the population under study. By
analysing the responses to this question, we, the researchers, as well as
companies, can identify the distribution in the number of men and women
who visit 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 above. The number of male respondents was less
compared to the female respondents.

Two deductions can be made from the above data collected: one, more women
visit retail outlets than men. Two, more women are willing to fill out
questionnaires and take a survey than men.

This can help the companies and researchers in undertaking future decisions
and studies. Since more women can be inferred to visit retail stores than men,
companies can target their offerings and marketing strategies in two areas.
Retail outlets can appeal to the women customers by offering more products
geared especially towards women. They can provide a shopping experience
that women are particularly attracted to.
Another way that retail chains can use the above data is to appeal to the men
rather than the women. Since, fewer men visit retail stores as against women,
the companies have a large base of potential customers. By providing products
that are geared towards men and by providing a shopping experience that
attracts men, the retail chains can expand their customer base.

Consumers approached were asked about their frequency in visits to shops.

The frequency points furnished were: Once a week, Fortnightly, and Once a
month. By analysing the responses to this question, 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 have 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 have tough
customers in those who shop once a month. Such customers look to buy in
bulk. Moreover, such customers may not be open to experimenting with new
stores. Hence, 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 very loyal customers.

Consumers who shop once a week, on the other hand, pose very different
challenges to retail stores. Such customers can be presumed to have a high
disposable income and may buy more lifestyle or fashion products. Since they
shop so frequently, they must continually be entertained and attracted to make
repeat purchases at stores. When targeting this segment, companies must be
able to get new stock every week, and update their marketing strategies
continuously.

Consumers approached were asked which stores they shopped at frequently.

The retail store brands placed before them were Big Bazaar, Shoppers’ Stop,
Marks & Spencer, and others. By analysing the responses to this question, we,
the researchers, as well as companies, can identify customer preferences
among the varied choices of stores, and can calculate how much market share
they hold.

The highest number of responses has been attributed to Big Bazaar. Big
Bazaar 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 frequency

of visits as: Shoppers’ Stop, Others, and Marks & Spencer.

It can be deduced from the above figures that the category ‘Others’ was
indicated by more number of respondents than those who indicated they
frequent Marks & Spencer. This may be because Marks & Spencer 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 frequent, outlets such as

Westside, Monday to Sunday, More, Central etc., featured. This indicates that
more people frequent stores that cater to the middle income group. This is not
to say that Marks & Spencer has no customer base. However, they may be
unable to generate a high volume of repeat sales.

Consumers 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 Clothing, Accessories, Groceries and others. By
analysing the responses to this question, we, the researchers, as well as
companies, can identify the main attractions of products and services offered.

The high number of responses indicate that a large number of consumers visit
retail outlets for clothes/dresses/apparel. Accoutrement is the hottest selling
item that any retail outlet can provide. One-third of the respondents indicated
that the visit retail outlets to purchase groceries.

To the retail stores, the above tabulated responses lead to a very important
result. Clothing is the fastest moving consumer good. Retail outlets that
provide apparel can see a higher rate of turnover and sales volume.

However, the above results cannot be assumed to be representative of the

entire population of Bangalore city. The sample size consists of only 75
respondents, who were approached on a random basis as they visited the retail
outlets.

Consumers approached were asked an open-ended question to indicate the

reasons they select a particular store to shop at as against any other retail
outlet. By analysing the responses to this question, we, the researchers, as well
as companies, can identify the biggest factors that influence the consumers in
favouring one store over others, direct from the horse’s mouth.

If set in descending order of influence as indicated by the consumers, the

factors can be listed as: Quality, Brand name, Affordability, All products under
one roof, Fashion, Loyalty, Service, Variety, Proximity, and Store atmosphere.

From the table, graph and chart depicted above, it is evident that customers
give value 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 drive away customers to/from their stores.

Consumers approached were asked to rank their preferences on a scale of 1 to

6 of their preferences when choosing to shop at particular stores. The
preference points placed before them were ‘Quality, ‘Brand’, ‘Price’, ‘Store
Layout’, ‘Proximity’, ‘One-stop shop’. By analysing the responses to this
question, we, the researchers, as well as companies, can identify the biggest
factors that influence the consumers in favouring one store over others.

The highest responses and the highest ranking have been attributed to quality
of the products on sale. When choosing to shop at a particular store, or when
favouring one store over the others, it is seen that most consumers make this
decision based on the quality of the products on offer.
The next criteria that influence the consumers in favouring a particular store
over others are (in descending order) – Price, One-stop shop, Brand, Store
layout, and Proximity.

Although it is said that the most important things in retail are “Location,
location, and location”, from the consumers’ point of view, proximity is of
little concern. The quality, price and variety of goods play big roles in the
decision making process.

Consumers approached were asked if advertisements and promotional

activities influence their shopping decisions. By analysing the responses to
this question, we, the researchers, as well as companies, can identify the effect
of advertising and marketing campaigns on the consumers’ minds and how far
advertisements translate into sales.

From the tabulated data depicted above and responses of the consumers, it is
evident that a slightly higher number of respondents do not give much
importance to advertisements and promotional activities. The number of
respondents who indicated that advertisements and promotional activities do
have an impact on their shopping decisions was slightly lesser.

This indicates that although most consumers are aware of the advertisements
and promotional campaigns, a slightly higher percentage of consumers are not
swayed by the marketing strategies instituted by the companies.
This is not, however, to say that advertisements and promotional activities
have no bearing on the minds of the consumers at all. The responses only
indicate that advertisements serve to keep the brand in retention although they
do not guarantee sales. The products sold at the stores have the biggest impact
on attracting and retaining customers.

Consumers approached were asked which form of advertisement they thought

was most effective. The methods of advertising were restricted to three –
Television, Print and Radio. By analysing the responses to this question, we,
the researchers, as well as companies, can identify the effectiveness of
advertisements through the media identified.

From the tabulated data depicted above and responses of the consumers, it is
evident that the majority of the respondents feel that television advertising is
the most effective means of advertising. This is indicative in spite of large
number of commercials that the public is bombarded with.

The respondents give very little credit to radio advertisements. This is

indicative of the fact that most of the public ignore radio advertisements or
else that radio advertising does not translate into sales.

Thus, it can be surmised that when advertising, more effective media to reach
the consumer and persuade them to buy are the television and print media,
more so than radio advertising.
Consumers approached were asked about their satisfaction with the three
stores covered in this study. The three stores are Big Bazaar, Shopper’s Stop,
and Marks & Spencer. The satisfaction scale comprised of four ranks –
Unsatisfied, Satisfied, Highly Satisfied and Never Visited. The object is also
to analyze how far the marketing strategies, brand image, advertisements,
layout, quality etc., contribute towards consumer perception and satisfaction.

By analysing the responses to this question, we, the researchers, as well as

companies, can identify the effectiveness of advertisements, location, brand,
price, promotion, product variety etc., on the target consumers. This helps to
understand the current consumer perception of the three stores identified and
the corresponding satisfaction levels.

From the tabulated data depicted above and responses of the consumers, it is
evident that a good number of target consumers are satisfied with the stores at
large. However, there are those who are unsatisfied or who have never visited
the store at all. Such consumers form the potential market that the companies
must strive to attract.

There are also quite a few respondents who were highly satisfied with the
retail chains. It is imperative 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 above table and graph give a worm’s eye-view of the consumer
perception of the three stores. This can help the marketers understand how
effective their strategies have been.

A little more than half of the respondents indicated that they are satisfied with
Big Bazaar, while almost one-eighth indicated that they are highly satisfied
with the store. However, almost one-fourth of the number of respondents
indicated that they were unsatisfied with Big Bazaar.

This goes to show that although Big Bazaar may have an overall goodwill
from the consumers, there are still some things that they are not doing right.
Big Bazaar must identify exactly what the problem areas are and must address
them quickly and swiftly.

The above pie chart shows that almost 30% of the respondents fall into the
category of potential customers. Big Bazaar must take effective steps to attract
these consumers.

Almost two-thirds of the number of respondents indicated that they are

satisfied with Shopper’s Stop, while more than one-fourth indicated that they
are highly satisfied with the store. However, almost one-eighth of the number
of respondents indicated that they were unsatisfied with Shopper’s Stop.

This goes to show that Shopper’s Stop is doing many things right. It seems to
enjoy a reasonable amount of goodwill. The marketing strategies,
advertisements, promotions, quality, pricing, product variety etc., seem to be
very appealing and also translate into sales and repeat purchases.

The above pie chart shows that 12% of the numbers of respondents, however,
are unsatisfied with the store. They form the potential consumers market for
Shopper’s Stop.

More than half of the number of respondents indicated that they are satisfied
with Marks & Spencer, while almost one-fourth indicated that they are highly
satisfied with the store. However, almost one-seventh of the number of
respondents indicated that they were unsatisfied with Marks & Spencer.

This goes to show that although Marks & Spencer may have an overall
goodwill from the consumers, there are still some things that they are not
doing right. Marks & Spencer must identify exactly what the problem areas
are and must address them effectively and efficiently.

The above pie chart shows that almost 20% of the respondents fall into the
category of potential customers. Marks & Spencer must take effective steps to
attract these consumers.
 RECOMMENDATIONS AND CONCLUSION

BIG BAZAAR
Pros
1. Variety: Big Bazaar offers a wide variety of products of different prices

and different qualities satisfying most of its customers.

2. Quality: Providing quality at low prices and having different types of

products for different income customers is another advantage.

3. Price: As noted the prices and offers in Big Bazaar have been one of the

main attractions and reasons for its popularity. The price ranges and the
products offered are very satisfying to the customers.

4. Location: The location of Big Bazaar has been mainly in the heart of the

city or in the out skirts giving a chance to both the City and the people
living outside the city to shop.

5. Advertisements: Big bazaar has endorsed very popular figure like M S

Dhoni and other famous personalities which has attracted a lot of

customers. This has resulted in increase of sale and the outdoor
advertising techniques have also helped Big Bazaar.

6. Middle class appeal: Considering the fact that there are a lot middle

class families in India, Big bazaar has had a huge impact on the middle
 class section of India, the prices, quality and sales strategy has helped in
getting the middle income groups getting attracted towards Big Bazaar.

7. Attractive sales: Big bazaar has been known for its great sale and great

offers. Big bazaar has had long lines of people waiting to get into the
store for the sale. Therefore, the sales that Big Bazaar has had has
increased sales in a huge way due to the sales and offers, thus this has
been one of the main advantages of Big Bazaar.

Disadvantages
1. Store layout: The store layout and the assortment of goods is not the

best at Big Bazaar, as the quantity of goods sold is more the

arrangement and assortment of goods in the store is the greatest. Hence
at times customers find it hard to find what they require, this leads to
dissatisfaction of customers.

2. Lower quality of goods: As Big bazaar aims more toward the middle

income group, the quality of goods is not of the highest quality, and this
is sometimes a disadvantage as some would prefer better quality to the
price, making customers to search for different places.

3. Does not appeal to the elite: As mentioned above, the main customers

are middle income and a few high income groups, The elite do not like
to shop at Big Bazaar as the quality of goods is lower and they would
prefer a higher price and get a better brand, this decreases sales from the
elite class
4. Not acclaimed for very good service: Big Bazaar is not known for high

class service. The staff recruited is not very well trained and the billing
queues take a long time to move, this irritates customers which makes
them visit the store more seldom

5. Lower quality of goods: As the sore is trying to concentrate on the

middle income group the type of products used is not of the most
superior quality and most of the times nor branded, this may dissatisfy
certain customers

6. Consumer satisfaction: Long queues and lower quality leads to

dissatisfaction of customers. Due to factors mentioned above Big

Bazaar shoppers are not always satisfied, this is not a positive for the
store.
 SHOPPERS’ STOP

Pros
1. Variety: The variety of goods and products at shoppers stop is like a one

stop shop for customers. It provides household products and other

products like apparels etc. This attracts customers

2. Layout: Shoppers’ Stop provides ease of shopping by providing them

with a very clear store layout which is an essential element in attracting

customers as it pleases them.

3. Ambience: Shoppers’ Stop has a very pleasing ambience which helps in

shopping, the colours, lights and others help in encouraging customers

in shopping.

4. Brand Awareness: Shoppers’ Stop has a high level 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 Shoppers’ stop in getting more customers.

5. High Income Groups: Shoppers’ Stop attracts mainly the high income

group although it attracts the middle income group as well but not as
much as the high income group
Disadvantages
1. Expensive: Shoppers’ Stop has a label which is tagged in the minds of

customers that it is expensive and therefore this affects the sale of goods
in the store.

2. Less Advertisement: Shoppers’ Stop is not known much for their

advertisements and the advertisements done are very less as well. This
does not attract more customers to the store.

3. Very few outlets: Shoppers’ Stop is not spread all over the city and

hence this causes a problem for customers to travel far distances to get
to the store and hence they find alternatives.

4. Less Attraction: 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. Location: 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 a/in a convenient
place for them to reach it with more comfort.

6. Loss on middle income groups: 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
Pros
1. Quality: Marks and Spencer is known for its quality products. Therefore

their main advantage is that their image in the view of the customer is a
store with very good quality.

2. Loyalty: People are loyal to the store as they are highly satisfied with

the quality and they have an assurance from the store for their continued
supply of quality products

3. Location: Marks and Spencer is mostly located near the residential areas

or sometimes the commercial areas. This helps the customers to get to

the store quickly and hence provides convenience to the customers
giving the customers a positive image about the store.

4. High Income: Marks and Spencer attracts the higher income group, the

profit is higher as the customers are ready to spend more for better
products

5. Layout: Marks and Spencer have a very good layout for the store and

this gives chance for the customers to get a proper look at the store and
help them locate their needs with ease, this makes customers happy.
Disadvantages
1. Expensive: Marks and Spencer is a high end store proving to be a little

more expensive when compares to other stores. This makes people

hesitant to go to the store.

2. Competition: Marks and Spencer receive very high competition from

stores like Reliance Fresh, Food World, Fab mall and others. Customers
would prefer buying the same product at a cheaper price. Thus the
competition is very high.

3. No middle income customers: The middle income groups would prefer

other stores as Marks and Spencer is proven to be an expensive store,

middle income customers will try and find alternatives and save money.

4. Lesser Goods: Marks and Spencer do not have a huge variety or

assortment of goods/products, though they deal with groceries and

products which are similar, there is lesser variety and customers prefer
more variety.

5. Fewer Branches: As Marks and Spencer is still growing there are fewer

branches around, this is a reason for lesser sale as customers would not
want to travel long distances to find the store, they would find
alternatives instead.

6. Less Advertisement: Marks and Spencer have do not have an ad

campaign or have very little advertising. This leads to lesser

 information of the store, thus sales and profits would depend and
fluctuate on the level of advertisement and information given to the
public.

7. No Offers or sales: Marks and Spencer 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 proving to be a
disadvantage to the store.