Group Members:

Aruba Anwar

Ayman Javed

Nimra Shakil

Rosheen Akram

Submitted To: Ms. Asma Nisar

Major: BBA (Hons.)

Semester: 8

Section: B

Date: 14-07-2020

Retailing Final Project

PART A: Choose a Retailer (in any product or service category) and collect
information on the following:

Product Variety
 Product Assortment
 Service
 Price
 Location
 Promotion
 Design and Display
 Type of Retail Institution

Carrefour
Variety- Grocery, fresh food, health and
How many beauty, home appliances, travel and
variations are outdoors, furniture, stationary, pets
represented? products, toys and entertainment
Assortment – In carrefour, product depth and
(depth, width) width both are high
Any service The employees in the store provide
involved? in-store services to the customers
such as helping locate products, at
the checkout counter and at the
complaint dept. as well
Price Pocket friendly and competitive
pricing
Location (on shelf, Products are arranged sensibly and
in store) labeled in such a way that it is easy
for customers to locate
Promotion Offer Promotions namely; National
(Sale, coupons, promotion, My club promotion,
samples) store promotion, supermarket
promotion and also have in-store
games for winning free shopping.
Design & Display Proper display of products in
(Special display?) separate sections with labels is done
in an appealing way.
Type of Retail Independent as well as convenience
Institution stores, In-store retailing
Other Comments Carrefour has a huge target market
and many types of products t cater
each segment of the market. They
carry all kinds of products such as
household, beauty, makeup,
clothes, groceries etc.
Esajee’s
Grocery items, imported drugs,
branded cloths, gift items,
personal care products and pet
care products
Esajee’s has a high product width
but product depth is low
The sales personnel help the
customers locate the products and
also guide them about different
products if the customer needs
help
Highly priced and costly products
Arranged the on shelves and
labeled but due to confined space,
it is hard to locate products
Offer deals and discount coupons,
and discount codes.
Display is not much attractive
Independent stores, In-store
retailing
Esajee’s targets upper class and
they have a limited amount of
branded products which are
priced very high. They deal in
food, beauty, makeup and
household.
a) The target market that you think the retailer is directing its efforts on and why?
Carrefour:
In Pakistan Carrefour is the third highest retailer after Metro cash and carry and Imtiaz. Its target
market includes:
 All social classes (mainly middle class)
 Discount oriented Customers (including singles, families and house wives)

As Carrefour has all different brands for grocery, home appliances, home care and furniture,
health beauty and personal care, baby care, stationary and much more so they are targeting
people from different social classes, ages and income rate. Their major customers belong from
middle class, very few of the customers from upper class and some customers from lower class.
Upper class is more brand conscious and usually prefer going to other big retailers providing
imported products and lower class cannot afford of buying from such big retail shops.

They offer different discounts and promotions to target their discount oriented customers and
have mass-selling. Most of the people who visit Carrefour prefer buying products usually in bulk
form. Also, many retailers who own small retail shops buy products in bulk for selling purpose
and it mainly includes grocery items. In order to target these customers Carrefour, offer
promotion on grocery items more often and especially on bulk products. They try to keep their
prices lower than the competitors for gaining competitive advantage. It is included in their aim to
cut the prices and provide good quality products. Carrefour has adopted the local custom of
Pakistan. They want to fulfill the household, food, personal care, and entertainment needs of the
local customer. As in Pakistan household responsibilities usually belong to women so, Carrefour
target market includes household women. It provides a peaceful shopping environment and a
way entertainment to the customers. It has all brands of grocery. Fresh and clean food which is
packaged well is preferred by housewives. Carrefour is doing all this to cater the needs of its
target market.

Esajee’s:

The target market of Esajee’s includes:

 Upper class
  Brand conscious customers

Esajee’s provides all imported as well as high end local grocery, food, drugs, personal care and
clothing items that are not easily available in the country. The store locations are according to
their target market for the ease of their customers. As they provide premium quality branded
products so their target market consists of upper class who can afford all those highly priced
products and also the customer who want products of specific high end brands not easily
available in Pakistan. They are known for providing imported and huge array of chocolates,
cheese, herbs, ice-creams, and unmatched baby care and grocery products for their target
customers.

b) Explain how the retailer strives to satisfy the needs of the target market.
Carrefour:
They serve their target market by responding to their local needs. They have strong local
management due to joint ventures. In this way they have more insight of customer needs. It
provides monthly promotions for cutting the prices of products and sometimes offer free
products with bulk quantities to satisfy its target customers. Moreover, they provide a good retail
environment by having parking facilities, customer care departments and employees for helping
customers in product trail and selection.
Esajee’s:

Esajee’s aims to provide those branded and imported products which are not easily available in
Pakistan and this is how they satisfy their customers. When their customers step into the shop
they know that they will have the best of best products so by satisfying their desire to have
premier quality products Esajee’s gain customer satisfaction. It is located in specific niche
markets, so ease shopping for the customers.

C) Conclude with how effective you think the retail strategy is for the retailer and does it
help the retailer to gain advantage over its competitors.

Carrefour:
In case of Carrefour its retail strategy is to offer products to its customers at competitive prices
by reducing the management cost. It is one-stop shopping with a wide range of choices and
lower prices than the competitors.

Not only reduction in prices and offering appealing promotions, Carrefour’s focus on the
assortment and display of products is driving it to a competitive edge. Stocking of right products
in an attractive way and having proper sections of different items and boards and signs show way
to those different sections help in convenient shopping.

Separate billings counters depending upon the number of items purchased also help in make
retail experience better. Also, energetic employees for guiding about products and huge parking-
lot all plus points of Carrefour help the retailer to gain the advantage over the competitors.

Esajee’s:

Customers are the center of attention for Esajee’s retail strategy. Providing customers value
through serving them with demanded products which are not easily available anywhere else in
the country make the retailer to gain advantage. In spite of the fact that their display is not much
attractive for the customers they are at a competitive edge because they are providing value to
the customer in terms of branded and high-end products.

The space allotted to the shops is although small but Esajee’s is well aware of the fact that the
product they are supplying is highly demand by their target market so it does not affect their
profits.

The store location of Esajee’s is chosen quite sensibly. All stores are located in posh areas of the
country which are the hub for shopping for their target market i.e. the upper-class. In Lahore its
stores are located at Gulberg and Defence which are the areas from where their potential
customers come.

Part B: Evaluate store layout, design and visual merchandising of the chosen
retailer.

I. Appearance:
a) Is the store layout, design and visual merchandising techniques used consistent with the
exterior of the store and the location? What does it say about the type of store this is
and the market it is trying to attract?
Carrefour:
Carrefour has a total number of 8 stores in Pakistan, out of which 3 of them are located in
Lahore. Two of the stores are located in the biggest malls of the city, namely; Packages Mall and
Emporium Mall, while one branch is an independent store. Whether it is in a mall or an
independent store, carrefour has always maintained its standards. All the stores are designed in a
very modern way. The stores are huge with a wide variety of products. Each product is
categorized thoughtfully. The aisles have been labelled accordingly which makes it very
convenient for the customer to find the respective product. The products are arranged is such a
manner that they are very easy to reach. The stores are spacious and not suffocated at all.
Carrefour also uses different banners for promotion within the store such as ads or promotions.
They have music in the stores which make the environment very attractive for the customers.
The exterior of the stores is also very attractive as the stores have their unique logo to represent
them and the stores are huge in size. The parking lots are spacious and not crowded at all. There
is also an option for valet parking which makes parking a lot easier for the customer. It makes it
very convenient for the customers to go and shop there. Looking at the stores, they mostly carry
local products but with a variety of range. The prices of products at Carrefour are relatively low
which means that they cater lower to middle class. They have local as well as some imported
products. They also have some low quality products to cater each segment of the target market.

Esajee’s:
Esajee’s has a total number of 6 stores in Pakistan, out of which 3 of them are located in Lahore
as independent stores in areas namely; Gulberg and DHA. Esajee’s mostly has small stores in a
confined place. The aisles are mostly tight and the stores are suffocated. The designs of the stores
are not usually upto the mark. The parking areas are also small such as that in Gulbeg branch.
The products are stuffed in a small place and there is not much variety as it has only international
pdocuts. The interior and exterior of the store is not very attractive. Esajee’s doesn’t use any ads
or banners in the stores.
But, the stores have authentic imported products and they only cater the upper class. Althoguh
the stores are small, they contain all the necessary products ranging from food to groceries to
makeup to fashion. Esajee’s is a trusted name in the market so their target market prefers
shopping there despit of their small stores.

b) Is the store’s ambiance consistent with the merchandise presented and your
expectations as a customer?

Carrefour:

Carrefour uses vibrant colors and different displays to attract the customers. As mentioned
earlier, their aisles are marked according to the product category which is very convenient for the
customers. The stores have different banners, ads and promotions to attract the customers.
Carrefour has spacious stores and a very positive environment. Each aisle has an employee there
to guide the customers and help them. The store also has a music playing in the background,
which adds to the customer’s joy while shopping. As Carrefour caters, lower to middle class,
there stores are much better than what a customer would expect from a supermarket. As a
customer, I feel like Carrefour has a very attractive yet simple ambiance. The bright colors and
the music cheers one up. The display of products makes it easier to locate them which save the
time of a shopper. The stores are very clean and hygienic. Their ambiance is up to the mark.

Esajee’s:

In Esajee’s, the aisles are arranged and the stores have a fresh, clean environment. The product
counters are categorized according to type of the product which helps the customer. The stores
are confined to a small space and have all the necessary products that the customers require. The
environment is positive and the customer service is great as well. But, Esajee’s have very limited
products and they use dull lighting. Esajee’s has small store outlets. The stores do not use any
ads, promotions or colorful banners. As Esajee’s targets elite class, they should have bigger
stores with an attractive ambiance. The products are imported so they cost very high. As a
customer of Esajee’s, I believe that they should improve the quality of the stores to make the
experience of the customers even better.

c) Does the store need a facelift, update, remodel or renovation? What improvements
would you suggest?
Carrefour:
Carrefour does not need a facelift as all of its stores are spacious, arranged and sorted. Carrefour
stores are colorful and have a catchy ambiance. The store atmosphere enhances the mood and
shopping experience of the customer. Carrefour stores are well managed and products are well
displayed. Usually stores which cater middle class are not as up to date as Carrefour.
Conclusively, Carrefour stores do not need any update, remodeling and renovation in the near
future.
Esajee’s:
Esajee’s caters an upper class. Customers expect Esajee’s to have a large store which is spacious
and has a proper parking area. Esajee’s definitely needs an update or renovation because people
pay a lot of price for the imported products so they expect more from the brand. The stores do
not have enough lighting and the aisles are very tight so customers do not usually have a pleasant
shopping experience. The new branch in DHA phase 5 is better than the previously existing
branches in Gulberg and DHA Y-block. Esajee does also need to increase their parking space to
make it convenient for the shoppers to park. The stores should have a pleasant environment.
 II. Fixtures:
a) Does the lighting highlight merchandise, structure space, capture a mood, or downplay
unwanted features?
Carrefour:
The Carrefour stores are very bright, colorful and spacious. The stores have many lights
throughout the stores which helps the customers to focus on the products. It draws attention
towards the ambiance of the store. He aisles are widely spaced and the stores are huge. The
bright lights and high ceilings make it look even bigger. Although the products are of a lower
quality, it still enhances the customer experience. Carrefour stores have a very pleasing
environment. The stores have simple yet elegant looking shelves on which the products are
assembled thoughtfully. There are displays of banners, ads and mannequins which grab the
attention of the customers. The music in the background sets the mood of the customer and
makes shopping an enjoyable experience.
Esajee’s:
On the other hand, Esajee’s stores have a gloomy environment. The stores are smaller in size
with aisles being very close and congested. The lights are also not as bright, which does not draw
attention towards the products. Esajee’s do not use colorful ads in their stores to grab the
attention of the customers. The stores are not spacious enough. Esajee’s being a store for upper
class, should enhance its store fixtures in order to grab the attention of the customers. Esajee’s
has better quality product but the store environment downplays the actual price and quality of
branded products. The products are not displayed and labelled properly which sometimes make it
hard for the customers to look for prices.
b) Are the fixtures consistent with the merchandise and the overall ambiance of the store?
Carrefour:
Yes, the store fixtures at Carrefour are consistent with overall ambiance of the store. Usually, the
supermarkets in Pakistan are not so huge in size and do not have an ambiance comparable to that
of Carrefour. Shopping at Carrefour gives the customer a feeling that he is shopping at a very
good store. The great shopping experience compromises for the quality of the products. The
ambiance of the store makes it feel much more superior than other stores.
Esajee’s:
No, the stores do not possess latest material such as furniture and shelves. The store sells
superior quality of products but the ambiance of the store does not justify the quality of product
Esajee’s is selling. Ambiance has a deep effect on shopping experience of the customers. If the
ambiance is good, customers tend to come to the store more often and even shop more. The
fixtures at the store actually downplay the imported products of Esajee’s. As a result, the
customers prefer shopping on other stores which are spacious, have a better ambiance and better
parking facilities.
c) What type of image do the fixtures portray?

Carrefour:

Although the stores cater a lower to middle class, the fixtures of the store enhance the experience
of the shoppers. It makes them feel like they are shopping at a superior store but with affordable
prices. This feature of Carrefour pleases the customers. Carrefour does not have very good
quality products, but the store fixtures compensate for the quality of the product and people for
go it. Pakistan has very few supermarkets with such an environment. As Carrefour has based its
ambiance upon that of international stores, it gives a sense of supremacy to the customers.
People come back to enjoy the environment of the store.

Esajee’s:

The fixtures of the store do not do a justice with the quality of products that Esajee’s has. It looks
more like any other supermarket. Esajee’s targets an elite class, so the store ambiance and
environment should also be accordingly. If the store doesn’t have proper layouts, it will not
please the customers and eventually they will have to shift to other stores. Esajee’s has imported
products which are priced very high but looking at the fixtures, it doesn’t seem like it is popular
amongst public and looks like a normal store with congested aisles. If it has superior products, it
should also have superior store fixtures.

III. Promotion:
a) Evaluate the store’s signage. Does it effectively sell merchandise?

Carrefour:
Carrefour has a huge store front featuring its unique logo. When the customer enters the store,
there are huge displays of different products. The store uses colorful and catchy banners to
promote the products. Different signs highlighting all the offers are placed in the front for the
customers to see. The store has an effective way of advertising products. For example, if the
store has to promote a face wash of Garnier, they hang banners from the ceilings featuring the
product. They also distribute free samples and put promotion on the brand. In this way, the
customers get attracted towards the product and it effectively helps to sell the merchandise.

Esajee’s:

Esajee’s has a simple store front with its logo. They do not use any type of banners or signage to
promote the products. Esajee’s do not do any in-store advertisement so the merchandise is not
sold accordingly. They do put a promotion on some products in a separate aisle which are close
to the expiry dates. Esajee’s doesn’t feature any products in its stores.

b) Has the retailer used any theatrical effects to help sell the merchandise?

Carrefour:

No, Carrefour does not use any theatrical effects to help sell its products. It displays the ads and
promotions on its wall spaces as well as hangs colorful banners to promote the products.

Esajee’s:

Similarly, Esajee’s doesn’t use any theatrical effects to promote products either. Although it
should do that because it caters a more superior class.

c) Does the store make creative use of wall space to sell product?

Carrefour:

Carrefour efficiently uses its wall space to display the advertisements. They use colorful boards,
banners and charts hanging on their walls displaying the product to be promoted. Carrefour
makes a full use of creative advertising techniques. The ads are displayed in such a way that they
grab the attention of the customers. Carrefour tends to place them right in the entrance so that the
customers can look at the advertisement. They also use other promotional techniques such as
lucky draws and offers to help sell the product.

Esajee’s:

On the other hand, Esajee’s does not make an effective use of its wall space to promote the
product. Esajee’s put promotions on some products but they are not advertised within the store.
Esajee’s doesn’t carry out creative advertisement techniques to sell their products. They have a
consistent audience who buy their products in any condition independent of the promotion or
advertisement.

d) Does the sales staff use suggestive selling?

Carrefour:

Yes, the staff at carrefour suggests products that are being promoted. The salesmen at carrefour
are very helpful and they do tell which product is better than the other based on the customer
reviews. They also give samples or promote the products that they want to sell. For example,
when someone buys and LED at carrefour, they suggest Sony over other brands because they are
promoting the brand and it has a good feedback as well. The sales staff helps the customers
choose the product according to the price and quality they are looking for.

Esajee’s:

Upon asking the salesmen about the products, they do give their reviews based upon the sales
and they suggest the products too according to the type the customer is looking for. They help
the customers select the brands and they definitely practice suggestive selling as well.

e) Is the image of the staff consistent with the image of the store?

Carrefour:

Carrefour values its customers a lot. They treat them as a priority. Carrefour stores have a huge
number of staff in the stores. From counters to the aisles, there are staff members to assist the
customers. The staff not only helps in guiding where the product is placed, they also help suggest
the better product. Furthermore, the staff also helps in putting products into the cart and at the
cash counter as well. They also resolve the problems at the customer service counter, if there are
any. The staff is friendly and helpful. It is consistent with the image of the store.

Esajee’s:

Similarly, the staff at Esajee’s is also very helpful. They are very friendly and help the customers
select the product. Upon entering the store, the staff is very welcoming towards the customer.
They help locate products for the customers and also help at the checkout counter. Esajee’s staff
is also kind enough to provide extra facilities such as wrapping gifts. The staff answers the
queries of the customers in a very supportive way. They make the customer feel special and
make them experience a great customer service. So, the staff is consistent with the image of the
store.

IV. Layout

a) Does the store layout help draw people throughout the store? Why or why not?

Yes, it does. The store format is clear and outlined in free structure. It's straight forward and
reasonable. Customers can experience the store to the region they are looking for with the
assistance of the format, which works with different customers too. The store structure is one of
the key strategies for success of retail business. Therefore, retailers put so much time, effort and
man power in proposing the key features for a good store layout.

Carrefour:

Carrefour uses the Grid Store layout, where long gondolas are positioned in long rows all the
way through the stores. They are using this layout because it is more suitable more
supermarkets/hypermarkets because they have many types of commodities and with the help of
this layout it is easy for them to categorize them accordingly. This type of layout aids the
customers to find their goods easily through the proper signs labeled by retailer at each row.

Esajee’s follows Mixed layout design because it is more flexible and often used by big
departmental or grocery stores. They use this mix layout in order to create a vibrant flow through
a range of departments highlighting diversity of merchandise. But the store space for them is too
narrow. The aisles are congested and not very spacious. This very reason may somehow affect
their customers while browsing through the store.

b) How does the layout facilitate purchases?

The layout allows people to browse and wander freely. It also increases impulse purchases as the
layout has a visual appeal. The layout enables new designs showcase merchandise in an
engaging and contemporary fashion, enabling shoppers to keep pace with evolving retail trends
and purchase merchandises.
Carrefour:
At carrefour their aisles are marked according to the product category which is very convenient
for the customers. They can easily know in which aisle they will be finding the product they
want.

Esajees:
As compared to carrefour, esajees space small, because It’s a departmental store therefore have
congested space which sometime can make their customers confused and may find difficult to
locate their desired good but still they are able to make place in the market through their brilliant
strategies. Their small and congested stores do not affect their purchase.

c) What type of layout is used? Would another type of layout be better?

Carrefour:
Carrefour uses the Grid Store layout. This layout is used when stores carries variety of
commodities. This layout is widely used by supermarkets because this it is most common layout
among retailers and they know how to control it to increase their sales. This layout benefits them
in a way that the store is organized properly and floor space is used to its full. Lastly it is easy for
merchandisers to store their shelves.
 Disadvantage of this layout:
This specific layout has a drawback too and that is it limits the customers from exploring the
store because they will just take what they want and leave which leads to restricted browsing
 and also makes store appearances plain and uninteresting. This layout can also be confusing
and frustrating. It also creates limitations rushed psychological effect on customers.
 Alternative layout for carrefour:
In my opinion for Carrefour grid layout is best suitable for it .If there was a better option than
grid layout the supermarkets would have already employed it.

Esajees:
Esajees uses mixed layout design. This design can be anything the retailer needs it to be, in any
shape or spot. Client conduct is the main stable part of this sort of format.
 Disadvantage of this layout:
In this type of layout there is less space for retailers to display their products and customers
can confused easily which leads the customers to leave the store without making any
purchase.
 Alternative layout for Esajee’s:
In my opinion Grid Layout would be more appropriate for them because they can easily
display and label each of their rows. The products will be more visible to customers.

V. Merchandising :

a) Has the retailer employed any techniques for achieving greater space productivity
such as downsizing racks, minimizing no-selling space, etc.?

Carrefour has always well maintained its standards and all of their stores are designed in a
very modern way. The stores loaded with huge and wide variety of products. Each product is
categorized thoughtfully. Whereas Esajee’s despite of small store but they have proved
themselves regarding the authenticity of their products and filling the needs of their target
market which is mostly the elite class.
 Carrefour has utilized different procedures to accomplish more noteworthy space
productivity. It has utilized gondolas, neat shelves and racks put on the wall to show their
product adequately. The density of commodities on display is also ideal, which means the
presentation is neither much nor less.

 Carrefour has smoothed out its distribution and delivering by picking the correct store
formats according to the preferences of its clients. The methodology of remodel of existing
stores and improvement of new stores for extension has demonstrated significant effect in its
money financial report. Apart from the physical stores, Carrefour's web based shopping entry
has made shopping helpful and proficient for the clients

 Carrefour continually attempts to update itself according to the likings of its clients. It adjusts
to the market (Urban or Rural), this isn't confined to their products just, but this reaches out
to lighting, decorations, and extra administrations.

 As for the Esajees’s they haven’t such changes over the course of time only because it’s on
smaller scale when compared to carrefour but over the years. Esajee's has become a name
synonymous with quality, variety and fine customer service.

b) Are there any displays that increase interest in the products being offered? If not,
would you recommend any?

 Carrefour:
At carrefour they display the promotional products in a very unique appealing way. They
always display their products on promotion on the front of rows so that when exploring
customers would remember the products and look for them. For example once they
placed promotion on newly launched products of HEINZ so they made a giant bottle of
Heinz ketchup using their regular size bottle which in my opinion was a great display of
the product being offered by them which was well designed efficiently that it compels a
customer to observe the merchandise on display at least once.
  Esajee’s:
At Esajee’s I haven’t seen anything appealing regarding their display that would attract or
increase the interest of customer in the products. They follow simple methods of display
of products in racks in their specific categories. So I would recommend that they should
come up with unique ideas for displaying their special or promotional item to have
interest of the customer for at least once because people always tends to go for appealing
products.

c) How has the retailer organized merchandise? What improvements could be made?

 Carrefour has sorted out his merchandise as according to their categories, while assisting
their clients in their purchase. Aside from that, the retailer additionally has utilized signs
featuring different discounts on stock, in this way pulling in more clients towards the
product. Apart from this what they need to focus is finding new strategies to market their
merchandise for that people know what’s new happening at Carrefour.
 For Esajees they need to come up with organizing the products in a better way. Sometime
their products are displayed at the store corners which are usually missed by the
customers. Even though they have already steady their foot elite class of the society yet
the need better marketing strategies and cater their customers’ needs and keep them
updated regarding what’s new happening or coming.

VI. Summarize your suggestions on how this retailer can improve the shopping
experience for their customers, increase sales, and improve their image.

Carrefour:
 My first suggestion would be that in Carrefour can install Moving Walkways which are
commonly used at airports and now some of the big stores and supermarkets within their
stores which will help transport shoppers and their trollies to the next aisles. The reason
behind this is that it’s a huge supermarket, and customers usually get tired and they leave
the store unexplored. This would most benefit the elderly people or people with some sort
of disability.
  They need concierges in order to guide people regarding their queries. Though each and
every row is properly labeled, but all people can read, because they are targeting both
upper and lower class so they should think about this factor.
 Carrefour needs to pay attention on building strong relationship with customers. They
need to get engage with their customers by having feedback, doing survey in order to
know their customers’ requests and desires, what they expecting are expecting from them
so they need to get engaged.
 Comparing it with other supermarkets like Metro, carrefour needs to work on their prices
as they are considered to be much expensive than other supermarkets and in order to do
that they need to revise their prices in order to gain competitive advantage.
 Carrefour needs to increase their variety in imported products. They should bring
diversification in this specific category
 They need to keep new models of home appliances such as washing machines, etc.

Esajee’s:
 They need to change display or the products for better convenience of the customers.
 They should get more spacious location.
 They need to work on the appearance of their stores, need more lighting, fixtures etc.
 They should revise the products prices and expand their target market and should not
only focus on upper/elite class.

PART C: Evaluating Web Site

a) How do you compare your experience shopping on the Internet to shopping in a

physical store for the chosen retailer?

While experiencing online shopping the factors that are identified are quality of product and
service, price of product and service and guarantee on it, convenience and interface on website.
The most commonly observed factor in online shopping is high perceived risk. Moreover people
who are not more familiar with the new technologies find it difficult however the young
generation is more excited with this new medium. Internet played a significant role to bridge
internet and people and had shortened the distance between the product and people therefore it is
trending all over the world with great achievement. Due to the pandemic people are more
associated with online shopping whereas grocery products are still to attain popularity in online
market. However online shopping appears to be optimistic when it comes to the availability of
product but at the same time it is challenging for the buyers and sellers.

Carrefour:
Carrefour implement on penetrating pricing strategy. Generally, its selling prices are low but also
have a premium segment with high prices and are not dependent on demographic psychographic
variable. It is more convenient shopping at Carrefour as compared to Esajee’s. We can easily
avail a product without any problem as there are varieties of price available. The name and price
is mentioned on each product. Attractive prices, on shelf availability of product and large choices
are offered by Carrefour. There is a sales representative allotted in every row to assist the
customers. There are always promotion deals going on to attract the customers. The main
advantage of Carrefour is that it is located in the largest mall and you can shop from your
favorite brand and grocery at the same time under the same roof. Carrefour has a lot of
opportunities to prosper online stores. Although Carrefour is experiencing a number of threats
and challenges but still have a known reputation in the market. According to PLC (Product Life
Cycle), Carrefour is in its growth stage. Carrefour need to work more to maintain its website as it
has to observe that most of the customers are not happy and do not have a good experience while
shopping online. The major issues that the customers are dealing with are late delivery, when
customers order and pay via card they are mostly billed twice, order is cancelled after 3 to 4 days
as they do not have access to the address given to them and many times products are out of stock.
Their websites are not visually appealing to the customers. There are irritating animations and
ads that appear while shopping.
Esajee’s:
Esajee’s have genuine imported products. They only satisfy the needs of the upper class. The
stores are small but they have all the essential products that include food, groceries and makeup.
Esajee’s is a trusted name in the market so their target market prefers shopping there, despit of
their small stores. The grids are mostly tight and the stores are suffocated. There is very less
space for the customers to move while shopping. The parking areas are also small. The
assortment of product is very congested in Esajee’s. It has the concentrated market as it target the
upper class. There is not much variety of products as it has only international product. The
environment is fresh and clean. There customer service is great. The stores do not use any ads or
promotions as Carrefour does. Their cost is very high which everyone cannot afford so they only
target elite class and satisfy the needs of their target market. The website of Esajee’s is good as
compared to the website of Carrefour. They meet all the technical necessities of the customers.
Their websites are updated. Their websites do not use too bright colours, diverting gifs and
irritating animations. As compared to the website of Carrefour the website of Esajee’s is much
better. Apart from the appearance of website esajee’s also face the customer complaint of late
delivery of product, orders being cancelled after 3 to 4 days because the product is out of stock
and calls are not being answered while shopping online.
b) Explain the advantages and disadvantages of the Internet shopping experience?

Advantages of Internet Shopping:

1. Internet shopping saves the time of the customers as they do not need to stand in queues for
the payment of the bill and are not trapped in traffic
2. One of the advantage of internet shopping is that no sales representative comes to the
customer for the promotion of the brand and customers are not distracted from the particular
product.
3. Customers can shop online at any time and any place. There is no pressure that the store is
open or close.
4. Sometimes retailers give discounts on the products only to the online shoppers.
5. Social distancing can be maintained in this pandemic.
6. Shoppers are at advantage as they do not have to travel and carry heavy loads
Disadvantages of Internet Shopping:

1. The major problem that arises in online shopping is the delayed delivery of the product.
2. There is no guarantee that the ordered product will meet the expectation of customer as they
cannot touch or fell it before purchasing.
3. Shoppers suffer from the frauds as websites are disappeared when the order is placed and this
mostly happens with customers who pay for the product from credit card before receiving it.
This happens when shopper are not aware of the appropriate retail store.
4. Mostly in internet shopping exchange policy is not valid but if it is, then the shoppers have to
pay shipping cost for exchanging the product.
5. In online shopping, if there is a discount promotion on the product in store, the discount will
be compensated with delivery charges in online shopping so online shoppers can not avail the
advantage of discount promotions.