A Project On Shoppers Stop Ltd.

Shoppers Stop Limited
Executive Summary
1.1Brief Introduction of the Research
Benchmarking is the process of comparing the cost, cycle time, productivity, or quality of
a specific process or method to another that is widely considered to be an industry
standard or best practice. The result is often a business case for making changes in order
to make improvements
1.2Introduction of the Organization

Shoppers’ Stop is the pioneer in the Lifestyle/fashion Segment of retail stores. It belongs
to K. Raheja Group and was started in India in 1991, headquartered in Mumbai. It has
200 Stores at present and plans to expand further in the near future. It faces heavy
competition from stores like Pepe jeans, Globus, lifestyle, Westside and Pantaloons. With
malls springing up the competition is getting stiffer.
The need for the study arose because in the past few months Delhi has seen a lot of new
entrants and also competitors opened up multiple stores .with such hard competition it
becomes necessary for any company to maintain customer delight and ensure that service
standards are maintained vis-à-vis competition.
All stores offer various services to customers. Each store has a different set of service
standards to sustain and win over competition; the main objectives of the study was to
Benchmark Shoppers’ Stop with similar format stores based on service standards and also
find out what factors have to be modified/improved. There were a few limitations like
respondent bias; inaccurate response and hence arriving at accurate result were difficult.
1.3Objectives
To study the Benchmarking Service standards of Shoppers’ Stop with similar Format
stores.
• To identify top of the mind recall of format stores.
• To suggest means of improving “Shopping Experience by enhancing the deliverable
the parameters.
Acharya Institute of Technology Page 1

1.4 Methodology
The research design was descriptive in nature. Primary data was collected by survey
using a structured questionnaire. Secondary data was collected from the internet. The
population of study consisted of customers of this segment of retail stores. Sample size
was 150 and sampling area was Delhi and Delhi NCR. Non- probability judgment
sampling technique was followed. MS-office was the statistical packages used for
analyzing the data.
From analyzing the ranks given for various attributes Shoppers’ Stop position for each
factor was found out. Shoppers’ Stop generally ranks high in terms of sales personnel,
alterations and other customer oriented attributes. Shoppers’ Stop is the top of mind store
for most respondents. It has a wide range of merchandise but competitors have an edge in
certain attributes because they are all focusing on a wide range of merchandise apart from
apparels and accessories alone.
1.5 Conclusion
Recommendations were given to improve certain services in which Shoppers’ Stop is
considered not as good as compared to competitors like parking, music and other
facilities like Snack parlors. They can go for some innovative ideas as they have always
done before.
Overall Shoppers’ Stop should leverages on all its strong points and let more customers
“START SOMETHING NEW”. Because, after all customers are the heart and soul of
business, like any other.

Chapter II
General Introduction

2.1 Theoretical Background of the Research
Benchmarking is the process of comparing the cost, cycle time, productivity, or quality of
a specific process or method to another that is widely considered to be an industry
standard or best practice. The result is often a business case for making changes in order
to make improvements. The term benchmarking was first used by cobblers to measure
ones feet for shoes. They would place the foot on a “bench” and mark the pattern for the
shoes. Benchmarking is most used to measure performance using a specific indicator
( cost per unit of measure, productivity per unit of measure, cycle time of x per unit of
measure or defects per unit of measure) resulting in a metric of performance that is then
compared to others.
Also referred to as “best practice benchmarking” or “process benchmarking”, it is a
process used in management and particularly strategic management, in which
organizations evaluate various aspects of their processes in relation to best practice,
usually within a peer group defined for the purposes of comparison. This then allows
organizations to develop plans on how to make improvements or adopt best practice,
usually with the aim of increasing some aspect of performance. Benchmarking may be a
one-off event, but is often treated as a continuous process in which organizations
continually seek to challenge their practices.
2.1.1. Advantages of Benchmarking

There are many advantages of benchmarking, including:
Identifying areas for improvement
Identifying risks
Fuelling continuous improvement
Producing specific, objective, measurements
Satisfying audit, compliance and the regulator
Monitoring and reviewing progress
Improving quality There are many advantages of benchmarking, including:
Identifying areas for improvement

Identifying risks
Fuelling continuous improvement
Producing specific, objective, measurements
Satisfying audit, compliance and the regulator
Monitoring and reviewing progress
Improving quality
2.1.2. Type of Benchmarking
1. Process benchmarking - the initiating firm focuses its observation and investigation
of business processes with a goal of identifying and observing the best practices from
one or more benchmark firms. Activity analysis will be required where the objective
is to benchmark cost and efficiency; increasingly applied to back-office processes
where outsourcing may be a consideration.
2. Financial benchmarking - performing a financial analysis and comparing the results
in an effort to assess your overall competitiveness.
3. Performance benchmarking - allows the initiator firm to assess their competitive
position by comparing products and services with those of target firms.
4. Product benchmarking - the process of designing new products or upgrades to
current ones. This process can sometimes involve reverse engineering which is taking
apart competitors products to find strengths and weaknesses.
5. Strategic benchmarking - involves observing how others compete. This type is
usually not industry specific meaning it is best to look at other industries.
6. Functional benchmarking - a company will focus its benchmarking on a single
function in order to improve the operation of that particular function. Complex
functions such as Human Resources, Finance and Accounting and Information and
Communication Technology are unlikely to be directly comparable in cost and
efficiency terms and may need to be disaggregated into processes to make valid
comparison.

2.1.3. Process of Benchmarking

There is no single benchmarking process that has been universally adopted. The wide
appeal and acceptance of benchmarking has led to various benchmarking methodologies
emerging. The most prominent methodology is the 12 stage methodology by Robert
Camp (who wrote the first book on benchmarking in 1989).
The 12 stage methodology consisted of
1. Select subject ahead
2. Define the process
3. Identify potential partners
4. Identify data sources
5. Collect data and select partners
6. Determine the gap
7. Establish process differences
8. Target future performance
9. Communicate
10. Adjust goal
11. Implement
12. Review/recalibrate.
The following is an example of a typical shorter version of the methodology:

1. Identify your problem areas - Because benchmarking can be applied to any business
process or function, a range of research techniques may be required. They include:
informal conversations with customers, employees, or suppliers; exploratory research
techniques such as focus groups; or in-depth marketing research, quantitative
research, surveys, questionnaires, re-engineering analysis, process mapping, quality
control variance reports, or financial ratio analysis. Before embarking on comparison
with other organizations it is essential that you know your own organization's

function, processes; base lining performance provides a point against which

improvement effort can be measured.
2. Identify other industries that have similar processes - For instance if one were
interested in improving hand offs in addiction treatment he/she would try to identify
other fields that also have hand off challenges. These could include air traffic control,
cell phone switching between towers, transfer of patients from surgery to recovery
rooms.
3. Identify organizations that are leaders in these areas - Look for the very best in
any industry and in any country. Consult customers, suppliers, financial analysts,
trade associations, and magazines to determine which companies are worthy of study.
4. Survey companies for measures and practices - Companies target specific business
processes using detailed surveys of measures and practices used to identify business
process alternatives and leading companies. Surveys are typically masked to protect
confidential data by neutral associations and consultants.
5. Visit the "best practice" companies to identify leading edge practices -
Companies typically agree to mutually exchange information beneficial to all parties
in a benchmarking group and share the results within the group.
6. Implement new and improved business practices - Take the leading edge practices
and develop implementation plans which include identification of specific
opportunities, funding the project and selling the ideas to the organization for the
purpose of gaining demonstrated value from the process.
2.2 Statement of Problem

To study the Title of “Benchmarking of Service Standards with Competition Stores
taken by me at Shoppers’ Stop Limited, Gurgaon”
In the today’s unpredictable market scenario and fluctuating inflation values the world
over it is tough to find the appropriate specialty store for customers. Through listening to
the voice of the customer, quality function deployment (QFD) is a systematic
methodology for quality improvement and service improvement. The quality of a product

or service is ultimately judged in terms of customer satisfaction. Customer satisfaction

benchmarking can help decision makers identify areas for improvement, make strategic
decisions, and set targets on desired satisfaction performance.
In Fashion oriented trends Specialty Stores face big problem to fulfill customer’s desires
with the help of Benchmarking technique to satisfying the customers.
2.3 Objectives of the Research

Primary Objective
To study the Benchmarking Service standards of Shoppers’ Stop with similar Format
stores
Secondary Objectives
• To identify top of the mind recall of format stores.
• To suggest means of improving “Shopping Experience by enhancing the deliverable
the parameters.
2.4 Scope of Research

In Delhi, the past few years have seen a lot of new entrants in the lifestyle/fashion
segment like pantaloons store at unitech mall in rohini, Globus with two outlets. Westside
has added one more outlet. Apart from these lifestyle and Westside outlet already in
Gurgaon and malls are opening up all around the city. With such heavy competition, it
becomes necessary for any company to maintain customer delight and ensure that service
standards are maintained vis-à-vis competition.

2.5 Research Methodology
Research Design - Descriptive

Primary Data - Survey
Secondary Data - Internet
Population - Customer of the Lifestyle/ Fashion segment of retail stores in Delhi.
Sample Size - 150
Sampling Area- All stores of Shoppers’ Stop in Delhi and NCR
Sampling Technique - Non-Probability Judgmental sampling
Sampling Tools - Structured questionnaire
Software used for Data analysis - Microsoft Office
Analytical Tools - Cross tabulations and Mean Rank
2.6 Limitation of the Study
• The survey was restricted to some stores only.

• Sample size for the study is too low compared to the total number of people who visit
these stores. Hence it is not possible to arrive at accurate result.
• Respondent bias towards certain stores.
• Since the questionnaire involves mostly ranking questions, there are chances of
inaccurate rankings being provided for the various factors.
• Lack of time and financial constraints.

Chapter III

Data Analysis & Interpretation
3.1 Percentage Analysis of the Survey

Table no: - 3.1:- Percentage Analysis of Age group of respondents
Age Group Frequency percentage
16-24 108 72
25-32 39 26
33-40 1 0.7
41-48 2 1.3
Total 150 100
Analysis and Interpretation:

The above charts depict the age group of the respondents and their No of respondents. It
is observed that 72% of the respondents fall in the age group of 16-24 years and 26% fall
in the age group of 25-32 years.

Table no: - 3.2:- Percentage analysis of No. of Respondents.

Shopping Frequency No. of Respondents Percentage
Once in a month 100 66
Once in 2 month 31 21
Once in 6 month 19 13
Total 150 100

The above charts depicts in the shopping frequency of the respondents and their No of
respondents. It is observed that 66% of the respondents shop once in a month. 21% shop
once in 2 months and 13% once in 6 months.

Table no: - 3.3:- Percentage Analysis of Top of the mind stores and Respondents
Top of the Mind Store No. of Respondents Percentage
Shoppers’ Stop 54 36
Lifestyle 53 35.3
Globus 6 4
Westside 11 7.3
Big Bazaar 3 2
Pantaloons 23 15.4
Total 150 100

The above charts depict the Top of the mind store and their No of respondents. It is
observed that 36% of the respondents say Shoppers’ Stop comes to their mind first when
they think of shopping for their family. A close 35.3% of respondents say Lifestyle comes
to their mind first.
Table no: 3.4:- Percentage Analysis of Favorite stores.

Favorite stores No. of Respondents Percentage
Shoppers’ Stop 35 23
Lifestyle 50 34

Globus 9 6
Westside 18 12
Big Bazaar 18 12
Pantaloons 20 13
Total 150 100

The above chart depicts the Favorite store of the respondents and their No of respondents.
It is observed that 34.3% of the respondents say Lifestyle is their favorite a store followed
by Pantaloons, with 25.3% respondents in favor of it. Shoppers’ Stop stands third in the
list of Favorite Store.
3.2 Cross-tabulation of the Survey

Table no 3.5:- Table showing Cross-tabulation between Age group and No. of
respondents

No. of Respondents
Age Group Once in a Once in a 2 Once in a 6 TOTAL
month months months
16-24 76 19 13 108
25-32 23 11 5 39
33-40 1 0 0 1
41-48 0 1 1 1
TOTAL 100 31 19 150

The above Table Depicts the Cross-tabulation between Age group and No. of
Respondents
 People usually visited in malls once in a month, for many purpose like window
shopping, outings, shopping etc.
 Most population to visiting is malls are teenagers.

 Very few population or negligible populations are found of age group 41-48.
 Big malls support in India Economy as infrastructure wise, revenue wise and
entertainment
Table no 3.6:- Table showing Cross-tabulation between Gender and No. of

Respondents
No. of Respondents
Gender One in a Once in 2 Once in 6 TOTAL
month months months
Male 55 26 15 96
Female 45 5 4 54
Total 100 31 19 150

The above Table and Graphs Depicts the Cross-tabulation between Gender and No. of
respondents:-
 It is focus on younger generation in a frequently malls.
 Above data show the increasing popularity of malls in youngster mind.
 Male respondents have higher in number i.e. male equally fashion oriented like
females.
 People generally visited the mall once in a month, very few in 6th months.
Table 3.7:- Table showing Cross-tabulation between Age group and Top of mind
store
Top of Mind Store

Age Shoppers’ Lifestyle Globus Westside Big Pantaloons Total
group Stop Bazaar
16-24 34 44 4 8 2 16 108
25-32 19 8 2 3 1 6 39
33-40 1 0 0 0 0 0 1
41-48 0 1 0 0 0 1 2
Total 54 53 6 11 3 23 150

The above Table Depicts the Cross-tabulation between Age group and Top of mind store:-
 Lifestyle show the high pitch in 16-24 age groups, because of Lifestyle itself a Big
Brand name in Fashion Industry.
 Lifestyle also contains Famous designer collection in their stores which is responsible
to attract more Fashion oriented people.
 Second position acquired by the Shoppers’ Stop, because the segment area is
teenagers.
 Shoppers’ Stop use attractive print media and advertisements to attract the customers.
 Shoppers Stop Brand Ambassadors’ is Sharukh Khan which is great crush in
teenagers and they would like to copy his style in their Fashion Apparel.
Table no: - 3.8 Table showing Cross-tabulation between Gender and Top of mind
store

Top of Mind Store

Gender Shoppers’ Lifestyle Globus Westside Big Pantaloons Total
Stop Bazaar
Male 42 23 6 8 1 16 96
Female 12 30 0 3 2 7 54
Total 54 53 6 11 3 23 150

The above Table and Graphs depicts the Cross-tabulation between Gender and Top of
mind store.
 In Fashionable worlds Shoppers’ Stop has success to grab the good position in
youngster mind.
 Teenagers attracted more towards Shoppers Stop due to diverse range of garments in
stores.
 Again male respondents are higher to the female respondents.
 Lifestyle gives good competition to the shoppers’ Stop capture large no. of market
share as well as consumers perception.

Table no: - 3.9 Table showing Cross-tabulation between Gender and Favorite store
Favorite Store
Gender Shoppers’ Lifestyle Globus Westside Big Pantaloons Total
Stop Bazaar
Male 26 23 8 13 10 16 96
Female 9 27 1 5 24 8 54
Total 35 50 9 18 14 24 150

The above Table depicts the Cross-tabulation between Gender and Favorite store:-
 Shoppers’ Stop is more popular brand store in male, because it contains wide range of
male’s collection.
 Lifestyle is more popular in female, because Lifestyle organized fashion show and it
has own fashion academy for females.
 Big Bazaar is more popular in House Wives because it contains households, vegetable
and garments items at very reasonable price.
 Big Bazaar gives attractive offer like 5 Din Maha Bachat Offers, Sasta Budhvaar etc.

Table no: - 3.10 Table showing Cross-tabulation between Age group and Favorite
store
Favorite Store
Age Shoppers’ Lifestyle Globus Westside Big Pantaloons Total
group Stop Bazaar
16-24 20 40 4 16 10 18 108
25-32 14 10 4 2 3 6 39
33-40 1 0 0 0 0 0 1
41-48 0 0 1 0 0 0 2
Total 35 50 9 18 13 25 150
The above Table and Graphs Depicts the Cross-tabulation between Age group and
Favorite store:-
 Lifestyle show the high pitch in 16-24 age groups, because of Lifestyle itself a Big
Brand name in Fashion Industry.
 Famous Fashion Designer collection keep in Lifestyle to become a favorite store of
youngsters
 Second position acquired by the Shoppers’ Stop, because the segment area is
teenagers.

 Negligible response in age group of 33-40 and 40-41 because people belongs to old
thoughts not interested in fashionable worlds
 They believe in simple dressing like Saris, Kurta Pajama.
3.3 Mean Ranks of the Survey
Table no:-3.11:- Consolidated Mean Ranks of parameter for Benchmarking
Format Outside Parking Sales Sales Music Moving Arrangement

Stores Appeal Facility Personnel Personnel Space
Friendliness Uniform
Shoppers 3.14 3.22 1.97 2.51 4.51 3.64 2.40

Stop
Lifestyle 2.56 2.75 2.71 3.61 2.41 2.68 1.69
Globus 3.33 4.90 3.81 4.00 2.17 5.22 4.11
Westside 3.81 2.90 3.59 3.08 3.75 3.95 3.79
Big Bazaar 5.52 3.17 5.55 5.21 5.41 3.54 5.50
Pantaloons 2.63 4.05 3.37 2.59 2.75 1.95 3.51
Analysis and Interpretation

 Outside Appeal
It is observed that Lifestyle with the lowest mean rank is the first in outside appeal.
Shoppers’ Stop with a mean rank of 3.14 stands third in this aspect.
 Parking Facility
It is observed that Lifestyle with the lowest mean rank is the first in this aspect, closely
followed by Westside and Shoppers’ Stop 3.22 stands fourth in terms of parking facility.
 Sales Personnel – Friendliness
Shoppers’ Stop with the lowest mean rank of 1.97 stands first in this aspect, followed by
Lifestyle and Pantaloons so on.
 Sales Personnel- Uniform

It is observed that Shoppers’ Stop with the lowest mean rank 2.51 is the first in this
aspect, closely followed by Pantaloons i.e. 2.59 is the second.
 Music
It is observed that Globus with the mean rank of 2.17 stands first in this aspect, followed
by Lifestyle and Pantaloons. Shoppers’ Stop with a value of 4.51 stands fifth here.
 Moving space
The above table depicts the mean ranks of the store based on moving space availability.
It is observed that Pantaloons with a mean rank of 1.97 stands first in this aspect,
followed by Lifestyle and Shoppers’ Stop with a value of 3.64 stands fourth.
 Arrangement
The above table depicts the mean ranks of the store based on Arrangement of
merchandise. It is observed that Lifestyle with a mean rank of 1.69 stands first, Shoppers’
Stop ranks second with a value of 2.40.
Table no: 3.11:- Contd…
Format Billing Trial Rest Ease of Range of Range of

Stores counters Rooms Room & Location of Garments Accessories &
Drinking Desired other items
Water Category
Shoppers 2.69 2.62 3.40 2.35 2.44 3.21

Stop

Lifestyle 2.20 2.03 2.94 1.59 2.27 2.32
Globus 4.61 4.72 4.93 4.60 4.77 4.42
Westside 3.63 3.62 2.22 3.59 4.35 4.52
Big 5.05 5.12 5.18 5.51 4.67 3.71

Bazaar
Pantaloo 2.83 2.89 2.33 3.36 2.50 2.82

ns
Analysis and Interpretations Contd…

 Billing Counters
The above table depicts the mean ranks of the store based on Location and frequency of
billing counters. It is observed that Lifestyle with a mean rank of 2.20 stands first,
Shoppers’ Stop ranks second with a value of 2.69.
 Trial Rooms
The above table depicts the mean ranks of the store based on Location and frequency of
Trial rooms. It is observed that Lifestyle with a mean rank of 2.03 stands first, Shoppers’
Stop stands second with a mean rank of 2.62.
 Rest Room and Drinking Facility

The above table depicts the mean ranks of the store based on restroom and drinking water
facilities. It is observed that Westside with a mean rank of 2.22 stands first, Shoppers’
Stop stands fourth with a mean rank of 3.40.
 Ease of Location of Desired Category
It is observed that Lifestyle with a mean rank of 1.59 stands first, Shoppers’ Stop stands
second with a mean rank of 2.35.
 Range of Garments
The above table depicts the mean ranks of the store based on Range of Garments, the
Variety, that the carry. It is observed that Lifestyle stands first with a mean rank of 2.27,
Shoppers’ Stop stands second with a mean rank of 2.44.
 Range of Accessories and other items
The above table depicts the mean ranks of the store based on Range of Accessories &
other items like sunglasses, footwear and fashion jewellery and a whole of lot items they
carry. It is observed that Lifestyle with a mean rank of 2.32 stands first, followed by
Pantaloons with 2.82, Shoppers’ Stop stands third with a mean rank of 3.21.
Table no: 3.11:- Contd…

Format Stores Kids Ease of In-Store Others
Stores Membership Play alterations/Exchange Advertisement
schemes Area
Shoppers 1.71 3.21 1.60 3.03 4.83

Stop
Lifestyle 2.02 2.98 2.22 3.29 3.51

Globus 3.63 5.23 3.83 2.49 5.28
Westside 3.54 2.48 4.01 4.05 2.07
Big Bazaar 5.58 4.69 5.63 5.57 3.23
Pantaloons 4.53 2.41 3.71 2.57 2.07
Analysis and Interpretation Contd…

 Store Membership Schemes
The above table depicts the mean ranks of the store based on their loyalty
programmed/Store membership Scheme. It is observed that Shoppers’ Stop stands first
with a mean rank of 1.71 followed by lifestyle 2.02.
 Kid Play Area
A pantaloon stands first with a mean rank of 2.41. Shoppers’ Stop with a mean rank of
3.21 stands fourth in this aspect.
 Ease of Alterations/Exchange
The above table depicts the mean ranks of the store based on Ease of alterations and
exchanges policy. Shoppers’ Stop stand first in terms of ease with a mean rank of 1.60

followed by lifestyle.A very few respondents said that they have done
Alteration/exchanges at all (other stores) other than Big Bazar and hence ranked sixth.
 In-store Advertisement
The above table depicts the mean ranks of the store based on Advertisement In store, of
the various brands they carry, their various offer and so on. Globus ranks first with a
mean rank of 2.49, followed by Pantaloons. Shoppers’ Stop stands third in this aspect.
 Other Facilities
The above table depicts the mean ranks of the store based on the other facilities like
snack parlors, sofas for customer to relax etc. Westside (2.06) ranks first. this is attributed
to these facilities at many malls, which most of the respondents took while ranking. This
is closly followed by Pantaloons. Shoppers’ Stop stands fifth with a value of 4.83.
Chapter IV

Summary
FINDING & INFERENCES
After analyzing the data collected, the following were the findings and their
corresponding inferences
• Shoppers’ Stop stands third in term of outside appeal with a mean rank of 3.14. This
is because all players in this industry give high importance to their stores outside
appeal and some competitors have come out innovative looks for their stores.
• Shoppers’ Stop stands fourth in terms of parking facility with a mean rank of 3.22.
This is because some competitors have a more spacious parking lot and also none of
other competitors collect a parking fee unlike Shoppers’ Stop.

• Shoppers’ Stop stands first in terms of sales personnel with a mean rank of 1.97. This
is, taking into account their friendliness, knowledge, uniform etc., this is due to the
intensive training given to the sales personnel before they actually get on the floor.
• Shoppers’ Stop stands fifth with a mean rank of 4.51 with regards to music played in
store. This is mainly due to the fact that many of the respondents felt that Shoppers’
Stop plays the same old music over and over again.
• In terms of moving space inside the store, Shoppers’ Stop stands fourth with a mean
rank of 3.64. This is because store like Pantaloons, Lifestyle etc., are more spacious
compared to Shoppers’ Stop. Also at few places in the store, more items are placed in
comparatively less space thus making movement difficult for customer.
• When it comes to the top of the mind recall, 44% of the male respondents said
Shoppers’ Stop was at the top of the mind when it comes to shopping. Similarly 56%
of the female respondents responded in favor of lifestyle for the same. From this it is
evident that women prefer lifestyle rather than Shoppers’ Stop.
• With regards to Arrangement of merchandise, Shoppers’ Stop stands second with
mean rank of 2.40. Also, Pantaloons which was observed to be most spacious does
not rank as good in terms of Arrangement of merchandise. Many respondents felt that
even though there is enough space at Big Bazaar, the arrangement of merchandise is
not at all appealing and hence it stands sixth in this aspect.
• Shoppers’ Stop stands second in terms of location and frequency of billing counters.
This is because sufficient number of billing counter is placed at strategic locations in
the store. Even though Big Bazaar has many billing counters it stands sixth because, a
number of respondents are not satisfied with the number of billing counters at Globus.
They felt that the number was very low.
• Similarly with regards to location and frequency of trial rooms, Shoppers’ Stop stands
second, with a mean rank of 2.62. Trial rooms again, are available in sufficient
number at strategic locations in the store. The reason for Big Bazaar standing sixth in
this aspect is again the fact that a number of respondents were not satisfied with their
location at centre points in the store. Here again, respondents felt that the number of
trial rooms at Globus is very Low and are not satisfied with the same.

• With regards Restroom and Drinking Water facilities, Shoppers’ Stop with a value of
3.40 stands fourth. This is because the facilities is slightly old and is not maintained
as often as those in some other stores on the list. New stores are giving very high
importance to cleanliness of such facilities and adding facilities like sensors and the
like.
• Shoppers’ Stop stands second in terms of Ease of location of desired category with a
mean rank of 2.35. This is mainly due to the fact that danglers indicating category of
items are hung all around the store. Lifestyle has edge in this aspect because they are
cleaner and attractive compared to those at Shoppers’ Stop.
• Shoppers’ Stop stands second in terms of range of garments, the variety in various
categories, with a mean rank of 2.24. This is due to the fact that Shoppers’ Stop
carries garments in various ranges and also houses some brands which competitors do
not. Even though Big Bazaar carries a wide ranges of garments, some respondents felt
it is not as good as that in other stores and hence it stands fifth in this aspect.
• With regards to range of accessories and other items like footwear, sunglasses,
fashion jewellery etc; Shoppers’ Stop stands third with a mean ranks of 3.21. This is
because footwear for both men and women, fashion jewellery collection are very
limited. Even though Big Bazaar houses a wide variety of items, many respondents
felt that the collection was not good.
• Shoppers’ Stop stands first in terms of Store Membership schemes with the lowest
mean rank of 1.71. Shoppers’ Stop was pioneer in such schemes. Even though a few
respondents felt that the entry constraints are more relaxed at some stores as
compared to Shoppers’ Stop, it stands first because of various other reasons.
Respondents are generally not very aware of the loyalty programmes at Big Bazaar
and Pantaloons.
• When it comes to play area for kids, Shoppers’ Stop stands fourth with a rank of 3.21.
In this aspect, Westside stands seconds; this is attributed to the kids Play Area at the
Shipra Mall. Most of the respondents have ranked that for Westside. The newer stores
are focusing more on such areas for kids.

• Shoppers’ Stop ranks first in terms of Ease of Alternations/ Exchanges of

merchandise. This is because they follow a very efficient policy for alteration
focusing on not wasting customers’ time. They have a very good policy for exchanges
of merchandise as well. A very few respondents said they have done exchanges at all
other stores than Big Bazaar and hence ranked sixth.
• With regards to In-store advertisements, the various brands they carry and that of
their store, Shoppers’ Stop stand third in this with a mean rank of 3.03. Some stores
do not give importance to these while some stores like Globus attribute high
importance.
• Shoppers’ Stop stands fifth in terms of other facilities like snack parlors, sofas for
customer to relax etc., Westside ranks first in this aspect. This is attributed to these
facilities at the malls, which most of the respondents took while ranking. This is
closely followed by Pantaloons.
• A very high 72% of the respondents in the age group (16-24) and 59% in the age
group (25-32) shop once in a month. In general, a high portion of respondents shop
every month i.e. 67%. This implies that most of the shoppers are students, young
professionals etc.
• From the study it was evident that57% of the male respondents and a high 83% of the
female respondents shop once in a month. A very low 7% of the female respondents
shop once in 6 months. In other words, women shop very often than men.
• It is observed that36% of the total respondents said Shoppers’ Stop comes to their
mind first when they think of shopping for the family and a close35% responded in
favour of lifestyle. This shows the wide spread awareness of Shoppers’ Stop. Even
though competition is hotting up, Shoppers’ Stop holds a high position in customer
mind.
• Similarly 83% respondents who responded in favour of Lifestyle belonged to the age
group (16-24). In case of Shoppers’ Stop 63% respondents were in age group (16-24).
Hence Shoppers’ Stop is the top of the mind store in general and lifestyle is the top of
mind store of the youth.

• With regards to the age group of respondents, it is observed that72% of the

respondents fall in the age group of 16-24 years and 26% fall in the age group of 25-
32 years. So it is mostly the youth who shop quite often in these stores.
• Similarly with regards to the shopping frequency of the respondents it is observed
that 66% of the respondents shop once in a month, 21% shop once in 2 months and
13%, once in 6 months. In general, the shopping frequency is quite high.
• 34.3% respondents say Lifestyle is their favourite store followed by Pantaloons, with
25.3% respondents in favour of it. Shoppers’ Stop stands third in the list of favourite
stores. The reason for this is that all players are doing their best in business and in the
process.
RECOMMENDATIONS & SUGGESTIONS

Given below are some of the Recommendations/Suggestions to improve or modify
service Standards and increase customer delight.

 Outside appeal of Shoppers’ Stop could be improved by adding more attractive

facades and windows. Also the entire store on the outside could be repainted and
make more attractive than at present because looks matter always.
 Parking facility could be improved by having a permanent parking lot that should be
more spacious because during weekends when it is heavily crowded, customer face
lots of the problem with regards to parking. To overcome this problem appoint more
guards and implement coupon system and categorised parking like two wheelers as
well as four wheelers parking.
 Valet parking facility could be made available at least for first citizen card holders.
 Sales personnel could be offered with some incentives from time to time on the basis
of their performance and motivation programme organised so that they do not switch
over to competitors, which are found in increasing number at present as most of them
are part-timers.
 It is found that Shoppers’ Stop is not the best in terms of arrangement and moving
space. Merchandise could be arranged in a way that the space is utilized more
efficiently, thus creating enough moving space.
 Brands like Knit and Flat Knit that are not moving very well could be removed to
facilitate or increasing the offer.
 A separate portion in the store could be allocated for keeping old merchandise that
were not sold out and discount may be offered for the same, as applicable.
 A snack parlour like pop corn corner, chip etc. a small area for Music i.e. World
space radio station could be added to the store. The store essentially talks about
shopping as an experience. Adding these would increase the time a customer spends
at the store and also add to additional revenue. Most of the other Shoppers’ Stop
outlets have these facilities at present. With competitors having these facilities and
malls opening up all around the city, this becomes a necessity
 Accessories like inexpensive fashion jewellery, watches etc., could be placed in more
attractive cases and kept in some centre point so that the customer find it easy to
check them out and this might induce a purchase.

 The footwear collection for the both men and women could be enhanced by bringing
in more variety like sports, formal as well as causal wear. There is very little choice in
this case at present.
 Interaction with customer could be increased by having various activities in the store
frequently and making customer part of these. First citizen could be invited so that
their relationship with the store is strengthened and thus they could be retained and
repeat purchase could be induced.
 Shoppers’ Stop has been first mover in this category in many services offered. Some
innovative ideas, which are not similar to what is already being done by competitors,
could be introduced to attract more customers and retain existing customers.
 Shoppers’ Stop can be spending a little more on promotion. At present, there is
virtually no advertisement of the store continuously. It can go for ads in magazines
and also hoarding around the city, just to serve as a reminder to customers. Pantaloons
and Big Bazaar do more sale promotion activity to create a familiar position in young
generation customers mind.
 Cleanliness of rest area should be taken care of as frequently as required. Even these
have an influence on the customer.
 Items like fashion accessories, magazines could be kept near billing counters. These
are items of impulse purchase and hence should be kept at these places.
CONCLUSION
Benchmarking help to analysis the cost, cycle time, productivity or quality of specific
process. Due to benchmarking process (best practice benchmarking) to study the

comparative study of competitive stores (lifestyle, Globus, Pantaloons etc.) with

distinguish parameter.
We found that Shoppers’ Stop was standing first in many parameters like Sales Personnel
Friendliness, Sales Personnel Uniform, Arrangement, Billing Counters etc.
Shoppers’ Stop, a pioneer in the lifestyle segment of retail store has heavy competition to
put up with. In this process, it is getting off the top spot, which is used to occupy for
years but certainly not losing way. With a few innovative ideas and slight modifications
to the existing system, it can surely regain the top spot. It is interesting to note that
Shoppers’ Stop is still the first choice in the customer mind when it comes to shopping. It
should leverage on its strong position and let more customers “START SOMETHING
NEW”.
ANNEXURE
QUESTIONNAIRE

Personal Information
Name: _______________________
Age: - 16-24 25-32 33-40 4-48 Above 48
Gender: - Male  Female 
Marital status: - Single  Married 
1. When you think shopping for your family, which store comes to your mind
first?
Shoppers’ stop  Lifestyle  Globus  Westside 
Big bazaar  Pantaloons 
2. How frequently do you shop?
Once in month  Once in 2 months  Once in 6 months 
3. Based on the Outside appeal ( name boards, posters etc…) and parking
facilities, rank these stores (note: Rank from 1 to 6; 1- Best to 6- Worst)
Stores Parking Facility Outside appeal

(space) (facades windows
etc.)

Shoppers’ Stop
Lifestyle
Globus
Westside
Big bazaar
Pantaloons
4. Rank the Sales Personnel of these stores based on the following Attributes
Stores Attentive Friendliness
Shoppers’
Stop
Lifestyle
Globus
Westside
Big bazaar
Pantaloons
5. Based on the following, In-Store Attributes rank the stores
Stores Music Moving Space Arrangements

Shoppers’ Stop
Lifestyle
Globus
Westside
Big bazaar
Pantaloons
6. Based on the location and frequency of the following, rank these stores
Stores Billing Counters Trial Rooms
Shoppers’ Stop
Lifestyle
Globus
Westside
Big bazaar
Pantaloons
7. Based on the restrooms and drinking facilities, rank these stores
Stores Rest Room Drinking Facility

Shoppers’ Stop
Lifestyle
Globus
Westside
Big bazaar
Pantaloons
8. Based on the following attributes, rank these stores
Stores Ease of Range of garment Range of acc.

location of
desired
category
Shoppers’
Stop
Lifestyle
Globus
Westside
Big bazaar
Pantaloons
9. Based on the following factors, rank these stores
Stores Membership Kids Play Area

Shoppers’ Stop
Lifestyle
Globus
Westside
Big bazaar
Pantaloons
10. Based on the following, rank these stores
Stores Ease of In store Other facility

Alter/exchange advertisement
Shoppers’
Stop
Lifestyle
Globus
Westside
Big bazaar
Pantaloons
11. Among the given stores, which do you think is the best? Why?

BIBLIOGRAPHY
Manuals and Reports:
 Company manuals, company brochures and publications of retail outlets,
magazines.

Books:
 Research methodologies-Naresh Malhotra
 Consumer behaviour-Leon Schiffman, Lesile Lazar Kaunk
 Retail management-Chetan Bajaj
 Business research method-TATA McGraw Hill
Software:
 SPSS for data analysis
Web-sites:
 www.google .co. in
 www.retailbiz.com
 www.scribd.com
 www.marketingnpv.com
 www.eu.levi.com
 www.shoppers stop.com

A Project On Shoppers Stop Ltd.

Enviado por

Dados do documento

Título original

Direitos autorais

Formatos disponíveis

Compartilhar este documento

Compartilhar ou incorporar documento

Opções de compartilhamento

Você considera este documento útil?

Este conteúdo é inapropriado?

Direitos autorais:

Formatos disponíveis

A Project On Shoppers Stop Ltd.

Enviado por

Direitos autorais:

Formatos disponíveis

Shoppers Stop Limited

1.2Introduction of the Organization

Acharya Institute of Technology Page 1

Acharya Institute of Technology Page 2

Acharya Institute of Technology Page 3

2.1 Theoretical Background of the Research

2.1.1. Advantages of Benchmarking

Acharya Institute of Technology Page 4

2.1.2. Type of Benchmarking

Acharya Institute of Technology Page 5

2.1.3. Process of Benchmarking

The following is an example of a typical shorter version of the methodology:

Acharya Institute of Technology Page 6

function, processes; base lining performance provides a point against which

2.2 Statement of Problem

Acharya Institute of Technology Page 7

or service is ultimately judged in terms of customer satisfaction. Customer satisfaction

2.3 Objectives of the Research

2.4 Scope of Research

Acharya Institute of Technology Page 8

2.5 Research Methodology

Research Design - Descriptive

2.6 Limitation of the Study

• The survey was restricted to some stores only.

Acharya Institute of Technology Page 9

Acharya Institute of Technology Page 10

Data Analysis & Interpretation

3.1 Percentage Analysis of the Survey

Analysis and Interpretation:

Acharya Institute of Technology Page 11

Table no: - 3.2:- Percentage analysis of No. of Respondents.

Analysis and Interpretation:

Acharya Institute of Technology Page 12

Analysis and Interpretation:

Table no: 3.4:- Percentage Analysis of Favorite stores.

Acharya Institute of Technology Page 13

Analysis and Interpretation:

3.2 Cross-tabulation of the Survey

Acharya Institute of Technology Page 14

Analysis and Interpretation:

Acharya Institute of Technology Page 15

Table no 3.6:- Table showing Cross-tabulation between Gender and No. of

Analysis and Interpretation:

Acharya Institute of Technology Page 16

Top of Mind Store

Analysis and Interpretation:

Acharya Institute of Technology Page 17

Acharya Institute of Technology Page 18

Top of Mind Store

Analysis and Interpretation:

Acharya Institute of Technology Page 19

Analysis and Interpretation:

Acharya Institute of Technology Page 20

Acharya Institute of Technology Page 21

3.3 Mean Ranks of the Survey

Table no:-3.11:- Consolidated Mean Ranks of parameter for Benchmarking

Format Outside Parking Sales Sales Music Moving Arrangement

Shoppers 3.14 3.22 1.97 2.51 4.51 3.64 2.40

Acharya Institute of Technology Page 22

Lifestyle 2.56 2.75 2.71 3.61 2.41 2.68 1.69

Globus 3.33 4.90 3.81 4.00 2.17 5.22 4.11

Westside 3.81 2.90 3.59 3.08 3.75 3.95 3.79

Big Bazaar 5.52 3.17 5.55 5.21 5.41 3.54 5.50