DISSERTATION REPORT

On

CONSUMER PERCEPTION OF RETAIL OUTLETS IN NCR

WITH SPECIAL REFERENCE TO: SHOPPERS STOP,
LIFESTYLE AND PANTALOONS

By

ANIRUDH SINGH
A0101908125
MBA Class of 2010

Under the Supervision of

Mr. JITENDRA KUMAR
Sr. LECTURER
(Department of Decision Science)

In Partial Fulfillment of Award of Master of Business Administration

AMITY BUSINESS SCHOOL

AMITY UNIVERSITY UTTAR PRADESH
SECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA
2010
1
 DECLARATION

I, Anirudh Singh a student of Masters of Business Administration from Amity Business

School, Amity University Uttar Pradesh hereby declare that I have completed my dissertation
on “CONSUMER PERCEPTION OF RETAIL OUTLETS IN NCR WITH SPECIAL
REFERENCE TO: SHOPPERS STOP, LIFESTYLE AND PANTALOONS ” as part of
the course requirement.

I further declare that the information presented in this project is true and original to the best of my
knowledge.

Date: 17/03/2009 Name: Anirudh Singh

Place: Noida Enroll. No: A0101908125
Program: MBA (General) 2008-
2010

2
 CERTIFICATE

I, Mr. Jitendra Kumar, hereby certify that Anirudh Singh, student of Masters of Business
Administration at Amity Business School, Amity University Uttar Pradesh has completed
dissertation on “CONSUMER PERCEPTION OF RETAIL OUTLETS IN NCR WITH
SPECIAL REFERENCE TO: SHOPPERS STOP, LIFESTYLE AND
PANTALOONS”, under my guidance.

Mr. JITENDRA KUMAR

Sr.Lecturer

Department of Decision Science

3
 ACKNOWLEDGMENT

I would like to express my gratitude to our Additional Director General Dr. Sanjay
Srivastava, who is the strength behind every student.

I am greatly indebted to acknowledge the heartiest gratitude to Mr. Jitendra Kumar,

Faculty Guide, for giving me her time and valuable guidance that boosted my project.

My sincere thanks to all those people who gave me their valuable time and input for filling
my questionnaires.

I am thankful to my faculty members and friends for their support.

Last but not the least; report was completed successfully because of the grace of the God.

Name: Anirudh Singh

Enroll. No: A0101908125

Program: MBA (General) 2008-2010

4
 EXECUTIVE SUMMARY

Indian retail sector is one of the most thriving sectors in India and accounts for 35% of GDP.
As per a study conducted by the Indian Council for Research on International Economic
Relations (ICRIER), the retail sector is expected to contribute to 40 per cent of India's GDP
by 2010 end.

The retail industry is divided into organized and unorganized sectors. Organized retailing
refers to trading activities undertaken by licensed retailers, that is, those who are registered
for sales tax, income tax, etc. These include the corporate-backed hypermarkets and retail
chains, and also the privately owned large retail businesses. Unorganized retailing, on the
other hand, refers to the traditional formats of low-cost retailing, for example, the
local kiranashops, owner manned general stores, paan/beedi shops, convenience stores, hand
cart and pavement vendors, etc.

Indian consumer has undergone a remarkable alteration. Just a decade or two ago, they saved
most of their incomes, purchased the only necessities. But today, equipped with higher
income, credit cards, exposure to new shopping culture of west, desire to show status and to
improve standard of living, the Indian consumer is spending a lot. His new mentality, in turn
is fueling the growth of organized retail in India.

This research paper is a study of changing consumer perception towards this growing sector.
For studying this topic three retail stores have been chosen: Shoppers Stop, Lifestyle and
Pantaloons.

It studies consumer response of what all factors effect the buying behavior of consumer in
choosing a retail outlet. Does advertising plays a key role, if yes then what form of
advertising is most effective. It studies consumer spending behavior and there frequency of
visit to retail outlets.

This research paper brings about all the major attributes that consumer demand in retail
outlets and what all factors adversely effect there buying decision. During the study it was
found that people visiting these big retail outlets hardly consider price factor. Consumer
visiting these stores is usually brand and quality conscious.

5
After completion of this report I learnt that retailers need to continually come up with new
ideas to retain there consumers as offerings are almost same at all the stores. Apart from that
I also found out that retailer needs to work hard on customer satisfaction criteria.

The project on the whole helped me understand retail consumer’s behavior, retail industry
and the effect of advertising.

CONTENTS

Declaration

Certificate from Faculty Guide

Acknowledgement

Abstract

S. No. Chapter Name Page No.

1. Introduction 7

2. Company profile 17

3. Literature Review 24

4. Purpose & Objectives 28

5. Research Methodology 31

6. Analysis & Interpretations 35

7. Findings & Recommendations 53

Bibliography 56

Annexure 57

6
7
 CHAPTER 1
INTRODUCTION

8
 INTRODUCTION

The word retail derived from the French word “retailler”, meaning to cut the bulk. In other
word, it implies a first hand transaction with the customer.

Retailing can be defined as the buying and selling of goods and services. It can also be
defined as the timely delivery of goods and services demanded by consumers at price that are
competitive and affordable.

Retailing is the transaction between the seller and consumer for personal consumption .It
does not include transaction between the manufacturer, corporate purchase, government
purchase and other wholesale purchase. A retailer stocks the goods from the manufacturer
and then sells the same to the end user for a marginal profit. In the supply chain that also
consists of manufacturing and distribution, retailing is the last link before the product reaches
the consumer.

Different forms of retailing

• Hypermarts
• Large supermarkets, typically (3,500 - 5,000 sq. ft)
• Mini supermarkets, typically (1,000 - 2,000 sq. ft)
• Convenience store, typically (7,50 - 1,000 sq. ft)
• Discount/shopping list grocer
Traditional retailers trying to reinvent by introducing self-service formats as well as value-
added services such as credit, free home delivery etc.

The Indian retail sector can be broadly classified into –

• food retailers
• health and beauty products
• clothing and footwear
• home furnishing and household goods
• durable good

9
 • leisure and personal goods

Retailing in India

Retailing is one of the pillars of the economy in India and accounts for 35% of GDP.The
Indian retail market, which is the fifth largest retail destination globally, has been ranked as
the most attractive emerging market for investment in the retail sector by AT Kearney's
eighth annual Global Retail Development Index (GRDI), in 2009. As per a study conducted
by the Indian Council for Research on International Economic Relations (ICRIER), the retail
sector is expected to contribute to 40 per cent of India's GDP by 2010 end.

Indian consumer market is likely to grow four times by 2025. Commercial real estate
services company, CB Richard Ellis' findings state that India's retail market has moved up to
the 39th most preferred retail destination in the world in 2009, up from 44 last year.

Banks, capital goods, engineering, fast moving consumer goods (FMCG), software services,
oil, marketing, power, two-wheelers and telecom companies are leading the sales and profit
growth of India Inc in the fourth quarter of 2008-09. India continues to be among the most
attractive countries for global retailers. Foreign direct investment (FDI) inflows as on
September 2009, in single-brand retail trading, stood at approximately US$ 47.43 million,
according to the Department of Industrial Policy and Promotion (DIPP).

The retail industry is divided into organised and unorganised sectors. Over 12 million outlets
operate in the country and only 4% of them being larger than 500 sq ft (46 m2) in size.
Organised retailing refers to trading activities undertaken by licensed retailers, that is, those
who are registered for sales tax, income tax, etc. These include the corporate-
backed hypermarkets and retail chains, and also the privately owned large retail businesses.
Unorganised retailing, on the other hand, refers to the traditional formats of low-cost
retailing, for example, the local kiranashops, owner manned general stores, paan/beedi shops,
convenience stores, hand cart and pavement vendors, etc.

Most Indian shopping takes place in open markets and millions of independent grocery shops
called kirana. Regulations prevent most foreign investment in retailing. Moreover, over thirty
regulations such as "signboard licences" and "anti-hoarding measures" may have to be
complied before a store can open doors. There are taxes for moving goods to states, from
states, and even within states.

As a democratic country with high growth rates, consumer spending has risen sharply as the
youth population (more than 33 percent of the country is below the age of 15) has seen a
significant increase in its disposable income. Consumer spending rose an impressive 75 per

10
cent in the past four years alone. Also, organised retail, which is pegged at around US$ 8.14
billion, is expected to grow at a CAGR of 40 per cent to touch US$ 107 billion by 2013.

The organised retail sector, which currently accounts for around 8 per cent of the Indian
retail market, is all set to witness maximum number of large format malls and branded retail
stores in South India, followed by North, West and the East in the next two years. Tier II
cities like Noida, Amritsar, Kochi and Gurgaon, are emerging as the favored destinations for
the retail sector with their huge growth potential. Further, this sector is expected to invest
around US$ 503.2 million in retail technology service solutions in the current financial year.
This could go further up to US$ 1.26 billion in the next four to five years.

India has emerged the third most attractive market destination for apparel retailers, according
to a study by global management consulting firm AT Kearney. The Northbridge Capital
report states that apparel is the "largest organised retail category", accounting for 39 per cent
of the organised market. It is growing at the rate of 12 to 15 per cent annually. Organised
apparel retail is projected to touch US$ 200 million by 2010 from the current worth of US$
120 million, the report noted.

Experts agree that apparel, along with food and grocery, is leading the growth of organised
retailing in India. The results of the past quarter support these findings.

Luxury Goods Retail, which currently sells its products in India under a franchise agreement,
has been allowed to directly retail Gucci products in the country. Gucci Group NV,
Netherlands is investing US$ 225,867 to pick up 51 per cent stake in the venture.

Australia's Retail Food Group is planning to enter the Indian market in 2010. It has ambitious
investment plans which aim to clock revenue of US$ 87 million from the country within five
years from start of operations. In 20 years, they expect the Indian operations to be bigger
than their Australian business.

• Lifestyle International, part of the Dubai-based US$ 1.5 billion Landmark Group,
plans to have over 50 stores across India by 2012–13. These will include 35 Lifestyle
stores for retailing apparel, cosmetics and footwear, besides 15 Home Centres that
sell home furnishing goods.
• Watch maker, Timex India, is looking at increasing its presence in the country by
adding another 52 stores by March 2011 at an investment of US$ 1.3 million taking
its total store count to 120. The company has recorded revenue of US$ 15.9 million
and a net profit of US$ 1.2 million, during the first six months of the current fiscal,
ending September 30, 2009.
• Wills Lifestyle plans to expand its operations by opening 100 new stores in the next
three years. It also plans to concentrate on online buyers.

11
 • Pantaloon Retail India (PRIL) is planning to invest US$ 77.88 million this fiscal to
add up to 2.4 million sq ft retail space at its existing operations. Pantaloon Retail is
also looking to hive off its value retail chain, Big Bazaar, into a separate subsidiary,
which may eventually go for an initial public offer (IPO). PRIL proposes to open 155
Big Bazaar stores by 2014, increasing its total network to 275 stores.
• Aditya Birla Retail which operates the More chain of supermarkets and hypermarkets
is scaling up its private labels business as an independent strategic business unit
(SBU) and profit centre. This may be spun off as a separate entity as private labels
business account for over 19-20 per cent sales of More supermarkets and
hypermarkets.

Policy Initiatives

• 100 per cent FDI is allowed in cash-and-carry wholesale formats. Franchisee

arrangements are also permitted in retail trade.
• 51 per cent FDI is allowed in single-brand retailing.

Road Ahead

Industry experts predict that the next phase of growth in the retail sector will emerge from
the rural markets. By 2012 the rural retail market is projected to have a total of more than 50
per cent market share. The total number of shopping malls is expected to expand at a
compound annual growth rate of over 18.9 per cent by 2015. According to market research
report by RNCOS the Indian organized retail market is estimated to reach US$ 50 billion by
2011.

• According to industry experts, the next phase of growth is expected to come from
rural markets.
• Number of shopping malls is expected to increase at a CAGR of more than 18.9 per
cent from 2009 to 2017.
• Rural market is projected to dominate the retail industry landscape in India by 2012
with total market share of above 50 per cent.
• Organised retailing of mobile handset and accessories is expected to reach close to
US$ 990 million by 2010 end.
• Driven by the expanding retail market, the third party logistics market is forecasted to
reach US$ 20 billion by 2011.

12
As the contemporary retail sector in India is reflected in sprawling shopping centers,
multiplex- malls and huge complexes offer shopping, entertainment and food all under one
roof, the concept of shopping has altered in terms of format and consumer buying behavior,
ushering in a revolution in shopping in India. This has also contributed to large scale
investments in the real estate sector with major national and global players investing in
developing the infrastructure and construction of the retailing business. The trends that are
driving the growth of the retail sector in India are

• Low share of organized retailing

• Falling real estate prices
• Increase in disposable income and customer aspiration
• Increase in expenditure for luxury items
Another credible factor in the prospects of theretail sector in India is the increase in the
young working population. In India, hefty pay-packets, nuclear families in urban areas, along
with increasing working-women population and emerging opportunities in the services
sector. These key factors have been the growth drivers of the organized retail sector in
Indiawhich now boast of retailing almost all the preferences of life - Apparel & Accessories,
Appliances, Electronics, Cosmetics and Toiletries, Home & Office Products, Travel and
Leisure and many more. With this the retail sector in India is witnessing a rejuvenation as
traditional markets make way for new formats such as departmental stores, hypermarkets,
supermarkets and specialty stores.

India is being seen as a potential goldmine for retail investors from over the world and latest
research has rated India as the top destination for retailers for an attractive emerging retail
market. India’s vast middle class and its almost untapped retail industry are key attractions
for global retail giants wanting to enter newer markets. Even though India has well over 5
million retail outlets, the country sorely lacks anything that can resemble a retailing industry
in the modern sense of the term. This presents international retailing specialists with a great
opportunity. The organized retail sector is expected to grow stronger than GDP growth in the
next five years driven by changing lifestyles, burgeoning income and favorable demographic
outline.

Another cap to the retailing industry in India is allowing 51% FDI in single brand outlet. The
government is now set to initiate a second wave of reforms in the segment by liberalizing
investment norms further. This will not only favor the retail sector develop in terms of design
concept, construction quality and providing modern amenities but will also help in creating a
consumer-friendly environment. Retail industry in India is at the crossroads but the future of
the consumer markets is promising as the market is growing, government policies are
becoming more favorable and emerging technologies are facilitating operations in India. And
this upsurge in the retail industry has made India a promising destination for retail investors
and at the same time has impelled investments in the real estate sector. As foreign investors
cautiously test the Indian Markets for investments in the retail sector, local companies and

13
joint ventures are expected to be more advantageously positioned than the purely foreign
ones in the evolving India's organized retailing industry.

Key Players in Indian Retail Sector

Indian apparel retailers are increasing their brand presence overseas, particularly in
developed markets. While most have identified a gap in countries in West Asia and Africa,
some majors are also looking at the US and Europe. Arvind Brands, Madura Garments,
Spykar Lifestyle and Royal Classic Polo are busy chalking out foreign expansion plans
through the distribution route and standalone stores as well. Another denim wear brand,
Spykar, which is now moving towards becoming a casualwear lifestyle brand, has launched
its store in Melbourne recently. It plans to open three stores in London by 2008-end.

The low-intensity entry of the diversified Mahindra Group into retail is unique because it
plans to focus on lifestyle products. The Mahindra Group is the fourth large Indian business
group to enter the business of retail after Reliance Industries Ltd, the Aditya Birla Group,
and Bharti Enterprises Ltd. The other three groups are focusing either on perishables and
groceries, or a range of products, or both.

• Vivek Limited Retail Formats: Viveks, Jainsons, Viveks Service Centre, Viveks Safe
Deposit Lockers
• PGC Retail -T-Mart India[1], Switcher , Respect India , Grand India Bazaar ,etc.,
• REI AGRO LTD Retail-Formats:6TEN Hyper & 6TEN Super
• RPG Retail-Formats: Music World, Books & Beyond, Spencer’s Hyper, Spencer’s
Super, Daily & Fresh
• Pantaloon Retail-Formats: Big Bazaar, Food Bazaar, Pantaloons, Central, Fashion
Station, Brand Factory, Depot, aLL, E-Zone etc.
• The Tata Group-Formats: Westside, Star India Bazaar, Steeljunction, Landmark,
Titan Industries with World of Titans showrooms, Tanishq outlets, Chroma.
• K Raheja Corp Group-Formats: Shoppers Stop, Crossword, Hyper City, Inorbit
• Lifestyle International-Lifestyle, Home Centre, Max, Fun City and International
Franchise brand stores.
• Pyramid Retail-Formats: Pyramid Megastore, TruMart
• Nilgiri’s-Formats: Nilgiris’ supermarket chain
• Subhiksha-Formats: Subhiksha supermarket pharmacy and telecom discount chain.
• Trinethra- Formats: Fabmall supermarket chain and Fabcity hypermarket chain
• Vishal Retail Group-Formats: Vishal Mega Mart
• Reliance Retail-Formats: Reliance Fresh
• Reliance ADAG Retail-Format: Reliance World

14
 • German Metro Cash & Carry
• Shoprite Holdings-Formats: Shoprite Hyper
• Paritala stores bazar: honey shine stores
• Aditya Birla Group - more Outlets

Retail and recession

The global economic slump has had its impact on the India retail sector. One of the earliest
players in the Indian retail scenario Subhiksha's operations came to a near standstill and
required liquidity injection. Vishal Retail secured corporate debt restructuring (CDR) plan
from its lenders while other players like the Reliance Retail run by Mukesh Ambani and
Pantaloon led Kishore Biyani by went slow on expansion plans and even scaled down
operations. However, during the last quarter a bit of confidence was restored as the economy
showed signs of growth.

Rural Retailing

India's huge rural market has also attracted retail investments and is seen as a viable
opportunity for growth by corporate India.ITC launched the countries first rural mall
"Chaupal Sagar" with diverse products being offered ranging from FMCG to electronics
appliance to automobiles, with a view to provide farmers a one stop center for all their
consumption requirements. Many more new trends could possibly be tried in rural markets to
unearth the huge potential.

Challenges Faced By The Industry

Even though India has well over 5 million retail outlets of different sizes and styles, it still
has a long way to go before it can truly have a retail industry at par with International
standards. This is where Indian companies and International brands have a huge role to play.

• Indian retailing is still dominated by the unorganized sector and there is still a lack of
efficient supply chain management. India must concentrate on improving the supply
chain management, which in turn would bring down inventory cost, which can then
be passed on to the consumer in the form of low pricing.
• Most of the retail outlets in India have outlets that are less than 500 square feet in
area. This is very small by International Standards.

15
 • India's huge size and socio economic and cultural diversity means there is no
established model or consumption pattern throughout the country. Manufacturers and
retailers will have to devise strategies for different sectors and segments which by
itself would be challenging.
• Automatic approval is not allowed for foreign investment in retail.
• Regulations restricting real estate purchases, and cumbersome local laws.
• Taxation, which favours small retail businesses.
• Absence of developed supply chain and integrated IT management.
• Lack of trained work force.
• Low skill level for retailing management.
• Lack of Retailing Courses and study options
• Intrinsic complexity of retailing – rapid price changes, constant threat of product
obsolescence and low margins.

The drawbacks provide a huge opportunity for the retail industry. The entry of foreign
majors like Benetton, Dairy Farm and Levis underline the opportunity for the industry in
India.

To overcome some of the challenges faced by modern retail, the country is developing a
support infrastructure in form of specialised retail schools. One such skill development
initiative has been taken by TKWs Group. Its TKWs Retail School has already training over
a thousand students and retail professionals for different retail skills..

Entry of MNCs

The world's largest retailer by sales, Wal-Mart Stores Inc and Sunil Mittal's Bharti
Enterprises have entered into a joint venture agreement and they are planning to open 10 to
15 cash-and-carry facilities over seven years. The first of the stores, which will sell groceries,
consumer appliances and fruits and vegetables to retailers and small businesses, is slated to
open in north India by the end of 2008.

Carrefour, the world’s second largest retailer by sales, is planning to setup two business
entities in the country one for its cash-and-carry business and the other a master franchisee
which will lend its banner, technical services and know how to an Indian company for direct-
to-consumer retail.

The world’s fifth largest retailer by sales, Costco Wholesale Corp (Costco) known for its
warehouse club model is also interested in coming to India and waiting for the right
opportunity.

16
Opposition to the retailers' plans have argued that livelihoods of small scale and rural
vendors would be threatened. However, studies have found that only a limited number of
small vendors will be affected and that the benefits of market expansion far outweigh the
impact of the new stores.

Tesco Plc. plans to set up shop in India with a wholesale cash-and-carry business and will
help Indian conglomerate Tata group to grow its hypermarket business.

Indian Consumers

Let us have a look on the characteristics of Indian consumers which are favourable for
growth of Indian retail market. Indian consumer has undergone a remarkable alteration. Just
a decade or two ago, they saved most of their incomes, purchased the only necessities.

But today, equipped with higher income, credit cards, exposure to new shopping culture of
west, desire to show status and to improve standard of living, the Indian consumer is
spending a lot. His new mentality, in turn is fueling the growth of organized retail in India.

Young shoppers

Most of the consumers have grown up with television, the internet, and have been exposed
to the better standard of living and consumer culture abroad. This generation is also making
money at a younger stage in life due to call centre jobs and other avenues of employment
openings. As a result most of them are considering these shopping malls as the place for their
entertainment.

Higher income/MNCs

With the entry of MNCs in India, the people are getting better job opportunities, and the
income levels are also becoming better with different allowances. This sets the stage for a
very exciting and promising retail market in the future.

Plastic Money

The finance section has already seen a huge expansion. Nowadays credit cards, debit cards,
short time loans have become easily accessible and have contributed to the emergence of a
consumer culture in India. Credit card reward schemes, flexible financing options, EMI
facility, loyalty cards are tempting the Indian consumer to shop.

Urbanization

Growing urbanization and different facilities of cities converted the local population from net
saver to net spender.

Awareness level

17
The urban population is well aware of the different shopping malls and through different
media they are well known about the offers and schemes.

Aspiration

Aspirations for better standard of living make the urban consumer spending more.

While consumer demand is driving retail growth, it is in turn being driven by the following
factors –

• Economic growth
• Improved standard of living
• More affluence
• Mass awareness
• Demographics
• Credit availability
• Promotional offers
• Status symbol
These positive macro trends are resulting in changing preferences in demand for lifestyle
goods. Mind sets are shifting towards an organized retailing experience.

CHAPTER 2
COMPANY PROFILE

18
 COMPANY PROFILE

Shoppers Stop (Raheja group)

Shoppers Stop is an Indian department stores promoted by the K Raheja Corp Group
(Chandru L Raheja Group), started in the year 1991 with its first store in Andheri, Mumbai.
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 27 stores in 12 cities in India.

Shoppers Stop has also begun operating a number of speciality stores, namelyCrossword
Bookstores, Mothercare, Brio, Desi Café, 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

19
products. These are complemented by cafe, food, entertainment, personal care and various
beauty related services.

Shoppers Stop launched its e-store with delivery across major cities in India in 2008. The
website retails all the products available at Shoppers Stop stores, including apparel,
cosmetics and accessories.

Marketing

In April 2008, Shoppers Stop changed its logo and adopted the mantra "Start Something
New" repositioned to bridge to luxury segment and introduced international brands like CK
Jeans, Tommy Hilfiger, FCUK, Mustang, Dior across the stores. The focus of the reposition
was on the service, ambience upgradation and customer connect.

Connect with Youth

Shoppers Stop connects with the youth audience through adopting the communication routes
relevant to youth, up the fashion quotient through merchandising, and create ambience that
connects with the mindset. The brand campaign addresses environment-related issues in a
youthful, tongue-in-cheek manner. Shoppers Stop as a brand active on social media
marketing platforms with Facebook and Twitter to connect with this audience.

Merchandising

Merchandising opportunities like the launched Zoozoo merchandise and film merchandise
with Om Shanti Om and Love Aaj Kal.

Sensorial experience

Creating an environment conducive to relax in-between shopping introduced Shoppers Stop

Radio that plays youthful music and Cafe Coffee Day was given the management of the Desi
Cafe and Brio cafes.

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.

Shoppers Stop's sister stores are-

• Crossword Bookstores
• HomeStop
• Brio
• Desi Cafe
• HyperCity

20
 • M.A.C.
• Arcelia
• MotherCare
• Nuance Group
• HyperCity-Argos
• Timezone

Brands available at Shoppers Stop

Shoppers Stop retails products of domestic and international brands such as Louis Philippe,
Pepe, Arrow, BIBA, Gini & Jony, Carbon, Corelle, Magppie, Nike, Reebok, LEGO, and
Mattel. Shoppers Stop retails merchandise under its own labels, such as STOP, Kashish,
LIFE and Vettorio Fratini, Elliza Donatein, Acropolis etc. The company also licensees for
Austin Reed (London), an international brand, who’s men's and women's outerwear are
retailed in India exclusively through the chain. In October 2009, Shoppers Stop has bought
the license for merchandising Zoozoo the brand mascot for Vodafone India.

Lifestyle (The landmark group)

The Landmark Group, founded in 1973 with a single store in Bahrain, has grown into one of
the largest retail conglomerates in the Middle East and is expanding rapidly in India.

The Group currently operates over 900 stores encompassing a retail presence of over 13.4
million square feet across 15 countries and employs around 31,000 employees world over. In
addition to retail sector, the Group has also diversified into leisure, food, hotels and
electronics and has created a comprehensive infrastructure including its own logistics and
distribution division, to support its retail operations and other businesses.

In 1999, Landmark Group entered India, to revolutionize retailing in the country with the
introduction of Lifestyle Stores. Currently in its 10 years of retailing in India, Landmark
Group has launched several of its core retail concepts in the country including Lifestyle,
Home Centre, Splash, Bossini, Max and hospitality concepts, Spar supermarkets and
hypermarkets, Fun City, Citymax and Gloria Jean’s Coffees.

There Brands-

• Landmark Retail
• Landmark Hospitality
• Affiliates

21
The Landmark Group has affiliate retail entities in India. Stores in India include Lifestyle,
Landmark International, Home Centre, Max Retail, Splash, SPAR Hypermarkets, Fun City
and Foodmark.

Lifestyle International (P) Ltd is part of the Landmark Group, a Dubai – based retail chain.
With over 30 years’ experience in retailing, the Group has become one of the foremost
retailers in the Gulf.Positioned as a trendy, youthful and vibrant brand that offers customers a
wide variety of merchandise at an exceptional value for money, Lifestyle India began
operations in 1999 with its first store in Chennai.

Currently there are 15 Lifestyle stores and 8 Home Centre stores across Ahmedabad,
Bangalore, Chennai, Hyderabad, Jaipur, Mumbai, Pune, New Delhi, Noida and Gurgaon.

Today Lifestyle offers a truly international shopping experience, a fact borne by numerous
accolades.

• Business World – IMRB Most Respected Company Awards survey rated Lifestyle as
the ‘Most Respected Company in the Retail Sector’ in 2003 and 2004
• ‘ICICI – KSA Technopak Award for Retail Excellence’ in 2005
• Reid & Taylor ‘Retailer of the Year’ award in 2006
• Lycra Images Fashion Award for the ‘Most Admired Large Format Retailer of the
Year’ in 2006
• Images Retail ‘Most Admired Retailer of the Year – Department Store’ in 2008.

Different Brands available at Lifestyle store-

Tommy Hilfiger, Forca, Nike, Reebok, Adidas, Gypsy, Baggit, French connection, Espirit,
Ray Ban, Police, Idee, Red Tape, Polaroid, Bossini, ID, Hidesign, Da Milano, Ck, Puma,
Ferrari, Enamor, Pepe Jeans, Levi’s, UCB, Wrangler, Giordiano, Keneth Cole etc.

Pantaloons (Future Group)

Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of India’s
leading business houses with multiple businesses spanning across the consumption space.
While retail forms the core business activity of Future Group, group subsidiaries are present
in consumer finance, capital, insurance, leisure and entertainment, brand development, retail
real estate development, retail media and logistics.

22
Led by its flagship enterprise, Pantaloon Retail, the group operates over 16 million square
feet of retail space in 73 cities and towns and 65 rural locations across India. Headquartered
in Mumbai (Bombay), Pantaloon Retail employs around 30,000 people and is listed on the
Indian stock exchanges. The company follows a multi-format retail strategy that captures
almost the entire consumption basket of Indian customers. In the lifestyle segment, the group
operates Pantaloons, a fashion retail chain and Central, a chain of seamless malls. In the
value segment, its marquee brand, Big Bazaar is a hypermarket format that combines the
look, touch and feel of Indian bazaars with the choice and convenience of modern retail.

The group’s speciality retail formats include supermarket chain – Food Bazaar, sportswear
retailer - Planet Sports, electronics retailer - eZone, home improvement chain - Home Town
and rural retail chain, Aadhaar, among others. It also operates popular shopping portal
-www.futurebazaar.com.

Future Capital Holdings, the group’s financial arm provides investment advisory to assets
worth over $1 Billion that are being invested in consumer brands and companies, real estate,
hotels and logistics. Other group companies include, Future Generali, the group’s insurance
venture in partnership with Italy’s Generali Group, Future Brands, a brand development and
IPR company, Future Logistics, providing logistics and distribution solutions to group
companies and business partners and Future Media, a retail media initiative.

The group’s presence in Leisure & Entertainment segment is led through, Mumbai-based
listed company Galaxy Entertainment Limited. Through Blue Foods the group operates
around 100 restaurants and food courts through brands like Bombay Blues, Spaghetti
Kitchen, Noodle Bar, The Spoon, Copper Chimney and Gelato.Future Group’s joint venture
partners include, US-based stationery products retailer, Staples and Middle East-based
Axiom Communications.

Pantaloon Retail (India) Limited, is a large Indian retailer, which is part of the Future Group,
and operates multiple retail formats in both the value and lifestyle segment of the Indian
consumer market. Headquartered in Mumbai, the company has over 1,000 stores across 71
cities in India and employs over 30,000 people, and as of 2010, it was the country's largest
listed retailer by market capitalization and revenue.

With effect Jan. 1, the company separated its discount store business, which includes the Big
Bazaar hypermarket and the Food Bazaar supermarket businesses, into Future Value Retail
Ltd., its wholly-owned subsidiary, so that the company may be listed independently.

• The company is present across several lines of business which have various formats
(stores) lywood, The Dollar Store (JV)

23
 • Fashion - Pantaloons, Central, aLL, Brand Factory, Blue Sky, Top 10, Fashion
Station, Big Bazaar, Lee Cooper (JV)
• General Merchandise - Big Bazaar, Shoe Factory, Navras, Electronics Bazaar,
Furniture Bazaar, KB'S FAIR PRICE
• Electronics - eZone, Electronic Bazzaar, STAPLES (JV)
• Home Improvement - Home Town
• Furniture - Collection i, Furniture Bazaar, Home Bazaar
• E-tailing (Online Shopping) - www.futurebazaar.com
• Books & Music - Depot
• Leisure & Entertainment - Bowling Co. F123
• Wellness - Star & Sitara, Tulsi
• Telecom & IT - Gen M, M Bazaar, M-Port, ConvergeM, Future Axiom
• Consumer Durables - Koryo, Sensei, IPAQ
• Service - E Care, H Care , Design & Service
• Malls - Central (Bangalore, Hyderabad, Pune, Mumbai, Vadodara, Gurgaon, Indore,
Ahmedabad)
• Investment & Savings - Insurance: ULIP, Pension, Endowment etc.
Company Timeline

• 1987 Company incorporated as Manz Wear Private Limited. Launch of Pantaloons

trouser, India’s first formal trouser brand.
• 1992 Initial public offer (IPO) was made in the month of May.
• 1997 Pantaloons – India’s family store launched in Kolkata.
• 2002 Food Bazaar, the supermarket chain is launched.
• 2007 Future Group crosses $1 billion turnover mark.

Brands available at pantaloons store-

Converse, Nike, Reebok, Adidas, Puma, Speedo, Titan, Tommy Hilfiger, Ck, Bevalgiri,
Spalding, Biba, Cross, Umbro, Prince, Wilson, Polaroid, Ray Ban, Idee etc.

24
25
 CHAPTER 3
LITERATURE REVIEW

LITERATURE REVIEW

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.

More women visit retail outlets than men. Two, more women are willing to fill out
questionnaires and take a survey than men.

26
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. Clothing is the fastest moving
consumer good. Retail outlets that provide apparel can see a higher rate of turnover and sales
volume.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. 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.

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.

Good number of target consumers is 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.

– “The Study of consumer perception of three retail chains in Bangalore.”

The consumer’s preferences are changing rapidity and becoming highly diversified. It is
difficult for the retail stores to satisfy all the needs of the customers. The most of the
consumer’s want to get some attractive prices, good schemes and offers on every purchases
and a shopping comfort as well. Those who are able to purchase their needs and want for a
month in a bulk prefer to go to the retail chains. Because of competitions in the market the
branded formals are also became cheaper so the younger generation prefers to purchase from
the retail outlets of the brand the city. Only the big retail chains are able to satisfy all these
needs of the new age consumers whereas there is still some consumers mostly of the old age
are willing to purchase from the local kirana store. Some of them have perception that these
big stores are too costly to afford and some of them are not able to make purchases in a bulk
so they do not want to waste their time to go especially to the big store for 2-3 items
purchase. In the case of other items like wristwatches, branded jewelry, mobiles, gift items
and other, they prefer to take it from where they are getting cheap prices, good after sales
services and the goodwill of the store.

After studying the customer survey questionnaire statistically and theoretically as well and
after observing the consumer’s mood and their preferences I can say that Big Retail is here to
stay. Assuming that improvements in infrastructure and lower real estate costs become a
reality, Big Retail still has a long way to go before satisfying the highly diverse needs of the

27
Indian population. As a result, there will be a steady state where Big Retail will co-exist with
Small Retail.

– “Growth of Retail sector in India”

From this research, there are majority no. of customers who buys more than 3 times in a
month as compare to other customers. So these customers are loyal customer. No of other
customers who buy more than 2 times, 1 time in a month are also there. There were higher
percentage of customers who like to buy from Shoppers stop as compare to other
competitors.( pyramid, Pantaloons etc.) means majority of customers are like to shop from
Shoppers stop. So by organizing some events or with good product range & discounts, these
remaining customers get diverted. As per the data collected through this survey, we can say
higher no. of customers are youngsters. Along with professionals, businessmen etc. between
the age group 25-35.

Majority of females customers are there, as compare to male customers. As per income range
is concern, majority of customers are high class customer’s means income
(30000+/month).who loves to shop in Lifestyle. They are really brand conscious.

There is higher no. of customers who spend more than 3000 for their 1 time shopping, more
than 3000 also. Some customers are there who even shop more than 10000 also.

– “Retail sector in India”

In the past few years the whole concept of shopping has been altered in terms of format and
consumer buying behavior. With the increasing urbanization, the Indian consumer is
emerging as more trend-conscious. There has also been a shift from price considerations to
designs and quality as there is a greater focus on looking and feeling good (apparel as well as
fitness). At the same time, the Indian consumer is not beguiled by retail products which are
high on price but commensurately low on value or functionality. However, it can be said that
the Indian consumer is a paradox, where the discount shopper loyalty takes a backseat over
price discounts.

Indians have grown richer and thus spending more on vehicles, phones and eating out in
restaurants. The spending is focused more outside the homes, unlike in other Asian countries
where consumers have tended to spend more on personal items as they grow richer.
Spending on luxury goods have increased twice as fast with 2/3 of India's population is under
35, consumer demand is clearly growing. The mall mania has bought in a whole new breed
of modern retail formats across the country catering to every need of the value-seeking
Indian consumer. An average Indian would see a mall as a perfect weekend getaway with
family offering them entertainment, leisure, food, shopping all under one roof.

28
– An analysis of Indian Retail sector

CHAPTER 4
PURPOSE AND OBJECTIVES
29
 SCOPE OF STUDY

Scope and Uses

1. It will extend to the actual field study of 3 outlets in NCR.

2. It will give information to prospective customers.
3. Help us gain independent knowledge about the consumer perception of the outlets
identified.
4. It facilitates evaluation of brand name and customer satisfaction.

OBJECTIVE OF STUDY

1. To study the retail industry in India through sample of three outlets in NCR.
2. To analyze customer satisfaction towards products and services offered.
3. To understand the influence of advertising and promotion in buying behaviour.
4. To ascertain brand awareness of the outlets identified.

PROBLEM DEFINATION

• To understand the basis of what services does a consumer makes his choice in
selecting a retail outlet.

30
• Ascertaining consumers present level of satisfaction towards these outlets.

RATIONALE OF STUDY

• Being a project for my partial fulfillment of my MBA degree I was motivated to finish this
project to the best of my ability.

• My interest in the field of retail was a motivation factor towards this research.

• Stability in operations of Retail sector irrespective of changing financial conditions was a

factor that brought me interest in knowing more about the internal workings of the industry.

31
 CHAPTER 5
RESEARCH METHODOLOGY

TYPE OF RESEARCH

My research is DESCRIPTIVE RESEARCH as it includes a questionnaire survey and it is a fact

finding enquiry through questionnaire. And I am focusing on consumers viewpoint towards RETAIL
stores and problems associated.

My Project is descriptive research due to the following factor:

• It describes the characteristics of consumers towards lifestyle store in NCR.

• It is carried out to estimate the approximate percentage of units in a specified population

exhibiting certain behavior.

• It helps in determining the perception of outlet characteristics.

32
• It helps in making certain predictions related to consumer behavior towards retail industry.

SAMPLE DESIGN
Regardless of the method or the design of the research that is used to obtain the primary data, the
decision for this very research activity in the field of retail and about surveying the entire population
of consumers or only a representative portion of the population of the market had to be made. For this
research activity the latter was adopted due to the resource constrains which was also the limitation of
this research report. With the limited amount resource in the hand, the only feasible way was to
survey a representative portion of the population than the entire population as such. The difficulty in
forms of time and resources caused the researcher to resort to the sampling approach than census
approach as the size of the entire population was huge which could not be catered because of limited
resource and time.

SAMPLE UNIT

As the project was being done in Noida the sample unit taken was consumers of NCR.

SAMPLE SIZE

The sample size selected was 100 respondents. This was due to the time and resource constraint faced
by the researcher during the project.

SAMPLE SELECTION

Respondents were selected on the random bases from Great India Palace Noida and students of
Amity as Great India Palace has got all three stores covered under this report and maximum portion
of population visiting are Amitians.

DATA COLLECTION TOOLS

PRIMARY DATA

33
Primary data was collected through questionnaire method . The Questionnaire is attached to the
annexure of this report. It contained 12 questions and covered the necessary areas needed to complete
the research.

SECONDARY DATA

Secondary Data was collected from magazines’, newspapers and websites.

VARIABLES INVOLVED
• Type of consumers.
• Services of retailers offered.
• Consumer’s perception on retail buying.
• Consumers expectations from retailers.

SCALING TECHNIQUES USED IN QUESTIONNAIRE

1. QUESTION 1 – Nominal Scale
2. QUESTION 2 – Nominal Scale
3. QUESTION 3 – Nominal Scale
4. QUESTION 4 – Nominal Scale
5. QUESTION 5 – Nominal Scale(Open Ended)
6. QUESTION 6 – Nominal Scale

34
7. QUESTION 7 – Nominal Scale
8. QUESTION 8 – Nominal Scale
9. QUESTION 9 – Nominal Scale
10.QUESTION 10 – Nominal Scale
11.QUESTION 11 – Nominal Scale
12.QUESTION 12 – Nominal Scale (Open Ended)

CHAPTER 6
35
 ANALYSIS AND INTERPRETATION

ANALYSIS AND INTERPRETATION

Age of Respondents

36
 Age
18-28
28-38
38-48

12

15

73

Age
18-28 73
28-38 15
38-48 12

• Most of the respondents are falling in 18-28 years.

• Maximum number of youth visits malls.
• Sample was selected in a way that there were no respondents in above 48yrs
category.

Gender

37
 Gender
Male
Female

37

63

Gender
Male 63
Female

• Major portion of respondents are males.

• There were only 37 female respondents out of 100.
• So, results will be guided by this factor.

1) What is your monthly shopping budget?

38
 80

60

40
C
n
u
o
t

75

20

11
8
4
0 1 1

0-2 2-5 5-10 10-20 20-50 Above 50

What is your monthly shopping budget?
What is your monthly
shopping budget?
(Thousands)
0-2 75
2-5 11
5-10 8
10-20 4
20-50 1
Above 50 1

Case Processing Summary

Cases
Valid Missing Total
N Percent N Percent N Percent
Age * What is your
monthly shopping 100 100.0% 0 .0% 100 100.0%
budget?

39
 Age * What is your monthly shopping budget? Crosstabulation

Count
What is your monthly shopping budget?
0-2 2-5 5-10 10-20 20-50 Above 50 Total
Age 18-28 73 0 0 0 0 0 73
28-38 2 11 2 0 0 0 15
38-48 0 0 6 4 1 1 12
Total 75 11 8 4 1 1 100

• Before formulating and strategies its important for outlets to know shopping budget
of there consumers, that’s why this question is part of questionnaire.
• 1/3rd of the respondents spend 0-2000 rupees as part of there monthly budget.
• This is due to the factor that maximum number of respondents were students who
have there defined budgets based on pocket money.
• There are just 2 respondents who spend more then 20 thousand on shopping in a
month.
• People falling in 18-28 age category have there shopping budget from 0 to 2000
rupees.
• In 28-38 category, major number of respondents spent 2000 to 5000 on there
shopping.
• There is only one respondent falling in age of 38-48 who spend above 50 thousand as
his monthly shopping budget.

40
 1) How often do you shop?

50

40

30
C
n
u
o

48
t

20

32

10 20

0
Ones a week Fortnightly Ones a month
How often do you shop?

How often do you shop?

Ones a week 48
Fortnightly 32
Ones a month 20

• This question is being added to know the frequency of consumers going to shop, in a
month’s time.
• Almost 50% of respondents go out for shopping ones a week atleast.
• Personnel interaction with respondents stated that it is usually on weekends.
• 32% go ones in 15 days and 20% ones in a month.

41
 1) Which of the following stores do you shop at?

Which of the
following stores do
you shop at?
Shoppers Stop
Lifestyle
Pantaloons
Others

28
32

16

24

Which of the following stores do you

shop at?
Shoppers Stop 32
Lifestyle 24
Pantaloons 16
Others 28

• This question is a designed to know that out of the three stores mentioned which
stores they shop the most at and if others then who are the major competitors.
• Shoppers stop have maximum number of visitors with 32%.
• Least number of people visits pantaloons out of 10 respondents.
• In others category lifestyle store, responses were
✔ Westside(TATA TRENT)
✔ MAX

42
 ✔ Globus
✔ Even few responded Big bazaar which is more of full functional departmental
store.
✔
1) What do you mostly shop at the mentioned stores?

60

50

40

30
C
n
u
o
t

52

20

28

10

12
8

0
Clothing Footwear Accessories Others
What do you mostly shop for at the mentioned store?
What do you mostly shop for at the
mentioned store?
Clothing 52
Footwear 28
Accessories 12
Others 8

• This questions relevance is in a way that it tells about what consumers usually shop
for at Lifestyle stores.
• More then 50% of consumers go to buy clothing from lifestyle stores across NCR.
• 28% people go for buying footwear’s
• 12 out of 100 respondents prefer buying accessories from these stores like shades,
perfumes, belts, caps, Jewellery etc.

43
 1) Why do you shop at the above mentioned stores?

This question was part of questionnaire to basically understand what is a generalize view of
customers when they go to buy in these stores. There are lot of different responses that came
as response to this open ended question. But few major ones are-

• All brands available below one roof.

• Shopping environment is good inside these stores.
• Lot of combination offers provided by stores.
• Trust for the brand.
• Quality of service is high.
• These stores create customer satisfaction.
• Various kinds of buying needs are satisfied in Lifestyle store.
• My family enjoys shopping inside these stores.
• I find brands which are not available otherwise.
• I believe in product quality which I can only get inside these stores.
• I always find stock here.
• Lot of choice offered.
• Good facility of changing rooms.

44
 6) What effects your shopping decision in these retail stores?

30

25

20

15
C
n
u
o
t

28

24

10

16 16

12
5

0
Proximity Quality Brand Price Store Layout One stop
shopping
What effects your shopping decision in these retail stores?

What effects your shopping decision in

these retail stores?
Proximity 12
Quality 28
Brand 24
Price 4
Store Layout 16
One stop
16
shopping

• This questions talks about different attributes which consumers consider in selection
of lifestyle shopping store.
• Most of the consumers go to these stores because they believe in quality provided by
these stores on from of products and services.

45
• Brand also plays a key role in selection of retail outlet for buying clothes and
footwear’s.
• Price is not a matter for those who go to these branded stores.
• One stop shopping and store layout has equal importance for consumers in making a
choice of store.

6) Does advertising and promotion effects your shopping decision?

Does advertising
and promotion
influence your
shopping
decisions?
Yes
No

28

72

Does advertising and promotion

influence your shopping decisions?
Yes 72
No 28

• This question tries to understand the relevance of advertising for attracting

consumers.
• 72 out of 100 respondents believe that advertising effects there shopping decision.

46
• There were 28% respondents who believe that advertising does not effect there
shopping decision and they take there decision according to there own needs and
wants but not created needs and wants.

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

70

60

50

40
C

68
n
u
o
t

30

20

24
10

0
Print TV Radio
Which form of promotion do you think is most effective?
Which form of promotion do you
think is most effective?
Print 24
TV 68
Radio 8

• After knowing that advertising is effective, it’s important to understand what kind of
promotion attracts maximum number of people into retail stores.

47
• Consumers believe that visual TV advertisement effect there decision making the
most in selection of service or product.
• Out of 100, 24 believes that print media attracts them the most out of three.
• There were only 8 respondents who believed that Radio is a good source of
advertising for companies.

6) Which of these outlets advertisement you have seen or heard?

Which of these
outlets
advertisement you
have seen or heard?
Shoppers Stop
Lifestyle
Pantaloons
8

16

76

Which of these outlets advertisement you

have seen or heard?
Shoppers Stop 76
Lifestyle 16
Pantaloons 8

48
• This question is added to know the reach of advertising of these three outlets.
• Shoppers stop has been most effective with its advertising with 76% respondents.
✔ This is mainly due to the factor that when Shoppers stop change their logos
there were lots of TV advertisement during shows to share this information.
• There were 16 respondents who had seen or heard Lifestyle advertisement.
• Only 8% people have seen Pantaloons advertisement whether in print or audio visual
format.

6) Indicate your satisfaction level based on the following parameters for the following
stores?

1) Shoppers Stop

60

50

40

30 60
C
n
u
o
t

20

28

10

12

0
Unsatisfied Satisfied Highle Satisfied
Indicate your satisfaction level based on the following
parameters for the following stores
Indicate your satisfaction level based on the
following parameters for the following stores
Unsatisfied 12

49
 Satisfied 28
Highly Satisfied 60

• This question is part of questionnaire to understand the overall satisfaction level of

consumers towards particular store out of these three.
• Shoppers stop customers are highly satisfied with its services and products.
• There are only 12 respondents who are unsatisfied in this case.
• All the respondents responded to this question that clarifies that all of them have
visited this store.
• 88% of respondents fall under category of above satisfaction level.

1) Lifestyle

50

40

30
C
n
u
o
t

44
20
36

10
16

4
0
Unsatisfied Satisfied Highle Satisfied Not Visited
Indicate your satisfaction level based on the following
parameters for the following stores

Indicate your satisfaction level based on the

following parameters for the following stores
Unsatisfied 16

50
 Satisfied 44
Highle Satisfied 36
Not Visited 4

• With lifestyle also satisfaction level is high with 80% people falling in category of
above satisfaction level.
• Just 16% falls under category of unsatisfied lot.
• Only 4 out of 100 respondents had not visited Lifestyle store.

1) Pantaloons

40

30

20
C
n
u
o
t

36

28

24

10

12

0
Unsatisfied Satisfied Highle Satisfied Not Visited
Indicate your satisfaction level based on the following
parameters for the following stores

51
 Indicate your satisfaction level based on the
following parameters for the following stores
Unsatisfied 36
Satisfied 28
Highle Satisfied 12
Not Visited 24

• Major numbers of respondents are usually left unsatisfied with services of

Pantaloons.
• There are 24 consumers out of 100 who have never visited the store.
• Only 12 percent respondent indicated there answer as highly satisfied.
• The main reason behind such response is that in clothing section they don’t have
many brand to offer and Pantaloons usually promote there own brand in this
category.

6) How much time do you spend in the retail chain on every visit?

70

60

50

40
C

68
n
u
o
t

30

20

10
16

8 8

0
0-30 30-60 1-2 hrs 2-3 hrs
How much time do you spend in the retail chain on every
visit?
How much time do you spend
in the retail chain on every
visit?

52
 0-30 68
30-60 16
1-2 hrs 8
2-3 hrs 8

• This is to understand how much time usually a consumer spends in an outlet.

• Major number of consumers spent less then an hour in a retail shop because of there
presence in malls.
• Consumers who spent above 2 hours are those who are there for multiple category
shopping and there pockets can take the load.

6) What suggestions you would like to give for improvement of services in these stores?

Its an open ended question to know there overall experience after shopping in these
outlets. Maximum number of consumers responded in one word like they were
satisfied or they are happy with the service.

Only 40% of respondents gave proper response against all three columns.

✔ Shoppers Stop

• Sales must be organized on regular bases.

• Better discount facility should be offered.
• First citizen card must provide more value to the consumers.
• Existing discount schemes are usually on very high priced products.

✔ Lifestyle

• Benefits offered by loyalty card are absolutely useless as they carry very
long period benefits and those benefits are not that value adding.
• There is huge old stock pilled inside in case of Sales period, which in turn
affects overall quality of store.

53
 • There are too many brands, and the customer who has come for a particular
brand, has to look deep for his preferred brand.
• Sales men are not available on many spots to provide assistance.

✔ Pantaloons

• Baggage counter is always crowded, need to give more space.

• They must provide more choice in form of brand in clothing.
• They should have shoes section apart from there regular sports section.
• Quality of there own brand available inside must be improved.
• On many spots staff is not available for assistance.
• There own brand should be priced at lower price, right now its competing
with high value brands in price but not in quality.
• More choice should be offered in watch section.
• They should work on there accessories category.
• Regular discount sales should be offered to consumers to attract them.

CHAPTER 7
FINDINGS AND RECOMMANDATIONS

54
 FINDINGS
These are the findings of dissertation project- Consumer perception of retail industry in
India with special reference to Lifestyle stores-Shoppers Stop, Lifestyle and Pantaloons.
Maximum number of youth visits retail Lifestyle stores.

• 1/3rd of the consumers spend upto 2000 rupees as part of there monthly budget. This
is due to the factor that maximum number of respondents were students who have
there defined budgets based on pocket money.
• Almost 50% of respondents go out for shopping ones a week at least. Personnel
interaction with respondents stated that it is usually on weekends.
• Shoppers stop have maximum number of visitors with 32%.Least number of people
visits pantaloons out of 10 respondents.
• More then 50% of consumers go to buy clothing from lifestyle stores across NCR and
around 28% people go for buying footwear’s, 12 out of 100 respondents prefer
buying accessories from these stores like shades, perfumes, belts, caps, Jewellery etc.
• Convenience is a major factor behind visiting these stores.
• Most of the consumers go to these stores because they believe in quality provided by
these stores on from of products and services.
• Brand also plays a key role in selection of retail outlet for buying clothes and
footwear’s.
• Price is not a matter for those who go to these branded stores.
• One stop shopping and store layout has equal importance for consumers in making a
choice of store.
• More then 70% respondents believe that advertising effects there shopping decision.
• Consumers believe that visual TV advertisement effect there decision making the
most in selection of service or product.

55
 • Shoppers stop has been most effective with its advertising with. This is mainly due to
the factor that when Shoppers stop change their logos there were lots of TV
advertisement during shows to share this information.
• Shoppers stop customers are most highly satisfied with its services and products.
• With lifestyle also satisfaction level is high with 80% people falling in category of
above satisfaction level.
• Major numbers of respondents are usually left unsatisfied with services of
Pantaloons. The main reason behind such response is that in clothing section they
don’t have many brand to offer and Pantaloons usually promote there own brand in
this category.
• Major number of consumers spent less then an hour in a retail shop because of there
presence in malls.

RECOMMANDATIONS
• Retail consumer’s decision is affected by advertisements and these stores must
emphasize on audio visual advertising techniques.
• Maximum number of Indian consumers is youth and retailers must focus on attracting
youth through promotional means.
• Maximum shopping takes place on weekend so its important to have focus strategy
for weekends.
• Clothing category is most shopped by consumers so all three retailers must have
competitive pricing to stop them from going to other stores.
• Consumers coming to these outlets are usually brand conscious and there ego must be
satisfied by providing them whatever they are looking for in separate sections.

Consumer Specific other recommendations-

Shoppers Stop

• Discount Sales must be organized on regular bases.

• Better discount facility should be offered.
• First citizen card must provide more value to the consumers.

Lifestyle

• Benefits offered by loyalty cards must be revisited by company.

• There is huge old stock pilled inside in case of Sales period, which in turn
affects overall quality of store, so it must be cleared.
• There are too many brands, and the customer who has come for a particular
brand, has to look deep for his preferred brand, it should be accessible with
ease to him.

56
 • Sales men should be available on key spots to provide assistance.

Pantaloons

• Baggage counter is always crowded, need to give more space.

• They must provide more choice in form of brand in clothing.
• They should have shoes section apart from there regular sports section.
• Quality of there own brand available inside must be improved.
• There own brand should be priced at lower price then other existing
players, right now its competing with high value brands in price but not in
quality.
• More choice should be offered in watch section.
• They should work on there accessories category.
• Regular discount sales should be offered to consumers to attract them.

BIBLIOGRAPHY

• Naresh K. Malhotra , “Marketing Research – An Applied Orientation” 5th edition

published by Prentice-Hall of India

• Ian Brace , “Questionnaire Design: How to Plan, Structure, and Write Survey
Material for Effective Market Research” Published by Kogan Page Publishers, 2004

• www.ibef.org

• www.indianrealtynews.com

• www.fibre2fashion.com/industry...retail-industry.

• www.indiaretailing.com

• www.bcgindia.com

• www.wikipedia.org

• indiaretailbiz.wordpress.com

57
 • www.indianground.com/retail/retail-sector-in-india

• www.articlesbase.com

QUESTIONNAIRE

Dear Customer,

I, the student of AMITY University, is conducting a study on the consumers perception towards
Lifestyle stores in NCR, viz., Shopper's Stop, Lifestyle and Pantaloons. Please fill in the following
questionnaire to help me in my survey.

NAME: OCCUPATION:

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

GENDER: Male Female

1) What is your monthly shopping budget?

0-2K 2-5K 5-10K 10-20K 20-50K above 50K

2) How often do you shop?

58
 Once a week Fortnightly Once a month

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

Shoppers Stop Lifestyle Pantaloons Others (specify)

____________________________________

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

Clothing Footwear Accessories

Others (specify) ___________________________________

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

6) What effects your shopping decision in these retail stores:

Proximity Quality

Brand Price

Store Layout One-stop shopping

7) Does advertising and promotion influence your shopping decisions?

Yes No

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

Print TV Radio

9) Which of these outlets advertisement you have seen or heard?

Shoppers Stop Lifestyle Pantaloons

10) Indicate your satisfaction level based on the following parameters for the following stores:

Retail Outlet Unsatisfied Satisfied Highly Satisfied Not Visited

59
 Shoppers stop

Lifestyle

Pantaloons

11) How much time do you spend in the retail chain on every visit?
0-30 Minutes 30-60 Minutes 1-2 Hour 2-3 Hours

3-4 Hours 4-5 Hours <5 Hours

12) What suggestions you would like to give for improvement of services in these stores?

Shoppers Stop

Lifestyle

Pantaloons

Thank you!

60