A STUDY OF CONSUMER PERCEPTIONS OF THREERETAIL CHAINS IN BANGALORE BIG BAZAAR,SHOPPERS STOP AND MARKS & SPENCER

CONTENTS Sl.No.TopicPageNo. IRetail Industry in IndiaII(i)(ii)(iii)Company ProfileBig Bazaar Shoppers StopMarks & Spencer IIISynopsis of the StudyIVAnalysis and InterpretationVFindings and SuggestionsVIRecommendations and Conclusion

RETAIL INDUSTRY IN INDIA India has one of the largest numbers of retail outlets in the world. Of the 12million retail outlets present in the country, nearly 5 million sell food andrelated products. Thought the market has been dominated by unorganized players, the entry of domestic and international organised players is set tochange the

scenario.Organized retail segment has been growing at a blistering pace, exceeding all previous estimates. According to a study by Deloitte Haskins and Sells,organised retail has increased its share from 5 per cent of total retail sales in2006 to 8 per cent in 2007. The fastest growing segments have been thewholesale cash and carry stores (150 per cent) followed by supermarkets (100 per cent) and hypermarkets (75-80 per cent). Further, it estimates theorganised segment to account for 25 per cent of the total sales by 2011.India retail industry is the largest industry in India, with an employment of around 8% and contributing to over 10% of the country's GDP. Retail industryin India is expected to rise 25% yearly being driven by strong income growth,changing lifestyles, and favourable demographic patterns.It is expected that by 2016 modern retail industry in India will be worth US$175- 200 billion. India retail industry is one of the fastest growing industrieswith revenue expected in 2007 to amount US$ 320 billion and is increasing ata rate of 5% yearly. A further increase of 7-8% is expected in the industry of retail in India by growth in consumerism in urban areas, rising incomes, and asteep rise in rural consumption. It has further been predicted that the retailing

industry in India will amount to US$ 21.5 billion by 2010 from the currentsize of US$ 7.5 billion.Shopping in India has witnessed a revolution with the change in the consumer buying behaviour and the whole format of shopping also altering. Industry of retail in India which has become modern can be seen from the fact that thereare multi- stored malls, huge shopping centres, and sprawling complexeswhich offer food, shopping, and entertainment all under the same roof.India retail industry is expanding itself most aggressively; as a result a greatdemand for real estate is being created. Indian retailers preferred means of expansion is to expand to other regions and to increase the number of their outlets in a city. It is expected that by 2010, India may have 600 new shoppingcentres.India retail industry is progressing well and for this to continue retailers aswell as the Indian government will have to make a combined effort. Retail space Driven by changing lifestyles, strong income growth and favourabledemographic patterns, Indian retail is expanding at a rapid pace. Mall space,from a meagre one million square feet in 2002, is expected to touch 40 millionsquare feet by end-2007 and an estimated 60 million square feet by end-2008,says Jones Lang LaSalle's third annual Retailer Sentiment Survey-Asia.

Alongside, Indian cities are witnessing a paradigm shift from traditional formsof retailing into a modern organized sector. A report by Images Retailestimates the number of operational malls to more than double to over 412with 205 million square feet by 2010 and further 715 malls by 2015, on the back of major retail developments even in tier II and tier III cities in India. Challenges facing the Indian Organized Retail sector The challenges facing the Indian organized retail sector are various and theseare stopping the Indian retail industry from reaching its full potential. The behaviour pattern of the Indian consumer has

undergone a major change. Thishas happened for the Indian consumer is earning more now, westerninfluences, women working force is increasing, desire for luxury items and better quality. He now wants to eat, shop, and get entertained under the sameroof. All these have lead the Indian organized retail sector to give more inorder to satisfy the Indian customer.The biggest challenge facing the Indian organized retail sector is the lack of retail space. With real estate prices escalating due to increase in demand fromthe Indian organized retail sector, it is posing a challenge to its growth. WithIndian retailers having to shell out more for retail space it is effecting thereoverall profitability in retail.Trained manpower shortage is a challenge facing the organized retail sector inIndia. The Indian retailers have difficultly in finding trained person and also

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have to pay more in order to retain them. This again brings down the Indianretailers profit levels.The Indian government have allowed 51% foreign direct investment (FDI) inthe India retail sector to one brand shops only. This has made the entry of global retail giants to organized retail sector in India difficult. This is achallenge being faced by the Indian organized retail sector. But the globalretail giants like Tesco, Wal-Mart, and Metro AG are entering the organizedretail sector in India indirectly through franchisee agreement and cash andcarry wholesale trading. Many Indian companies are also entering the Indianorganized retail sector like Reliance Industries Limited, Pantaloons, and BhartiTelecoms. But they are facing stiff competition from these global retail giants.As a result discounting is becoming an accepted practice. PROFILES OF THE COMPANIES BIG BAZAAR Big Bazaar is not just another hypermarket. It caters to every need of afamily. Where Big Bazaar scores over other stores is its value for money proposition for the Indian customers.At Big Bazaar, one can get the best products at the best prices that is whatthey guarantee. With the ever increasing array of private labels, it has openedthe doors into the world of fashion and general merchandise including homefurnishings, utensils, crockery, cutlery, sports goods and much more at pricesthat will surprise you. And this is just the beginning. Big Bazaar plans to addmuch more to complete the shopping experience. Food is the main shoppedfor category in this store. Parent Company

Pantaloon Retail (India) Limited, is Indias leading retailer that operatesmultiple retail formats in both the value and lifestyle segment of the Indianconsumer market. Headquartered in Mumbai (Bombay), the companyoperates over 12 million square feet of retail space, has over 1000 storesacross 71 cities in India and employs over 30,000 people.The companys leading formats include Pantaloons, a chain of fashionoutlets, Big Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a

supermarket chain, blends the look, touch and feel of Indian bazaars withaspects of modern retail like choice, convenience and quality and Central, achain of seamless destination malls. Some of its other formats include BrandFactory, Blue Sky, aLL, Top 10 and Star and Sitara. The company alsooperates an online portal: futurebazaar.com.A subsidiary company, Home Solutions Retail (India) Limited, operatesHome Town, a large-format home solutions store, Collection i, selling homefurniture products and eZone focussed on catering to the consumer electronics segment.Pantaloon Retail was recently awarded the International Retailer of the Year 2007 by the USbased National Retail Federation (NRF) and the EmergingMarket Retailer of the Year 2007 at the World Retail Congress held inBarcelona.Pantaloon Retail is the flagship company of Future Group, a business groupcatering to the entire Indian consumption space. SHOPPERS STOP The foundation of Shoppers' Stop was laid on October 27, 1991 by the K.Raheja Corp. group of companies. Being amongst India's biggest hospitalityand real estate players, the Group crossed yet another milestone with itslifestyle venture - Shoppers' Stop.From its inception, Shoppers' Stop has progressed from being a single brandshop to becoming a Fashion & Lifestyle store for the family. Today, Shoppers'Stop is a household name, known for its superior quality products, servicesand above all, for providing a complete shopping experience.With an immense amount of expertise and credibility, Shoppers Stop has become the highest benchmark for the Indian retail industry. In fact, thecompanys continuing expansion plans aim to help Shoppers Stop meet thechallenges of the retail industry in an even better manner than it does today.Shoppers Stop Ltd has been awarded "the Hall of Fame" and won "theEmerging Market Retailer of the Year Award", byWorld Retail CongressatBarcelona, on April 10, 2008 Shoppers Stop is listed on theBSE. With thelaunch of the Navi Mumbai departmental store, Shoppers Stop has 26 stores in13 cities inIndia. Stores

Shoppers Stop began by operating a chain of department stores under thename Shoppers Stop in India. Currently Shoppers Stop has twenty six (26)stores across the country and three stores under the nameHomeStop.Shoppers Stop has also begun operating a number of specialty stores, namelyCrossword Bookstores, Mothercare, Brio, Desi Caf, and Arcelia.Shoppers Stop retails a range of branded apparel and private label under thefollowing categories of apparel, footwear, fashion jewellery, leather products,accessories and home products. These are complemented by cafe, food,entertainment, personal care and various beauty related services.In April 2008, Shoppers Stop changed its logo and adopted the mantra "StartSomething New".Shoppers Stop's sister stores include: Crossword Bookstores(a specialised book store) HomeStop(store for furniture and home accessories) Brio Hypercity(offers food and grocery, general merchandise and apparel) MotherCare(offers products for expecting mothers, babies, toddlers andchildren) Nuance Group(manages the outlets at the international airports atBangalore and Hyderabad) Loyalty program Shoppers Stops has a loyalty program called First Citizen. They also offer aco-branded credit card with Citibank for their members. MARKS & SPENCER Marks & Spencer (also M&S, Marks and Sparks and Marks') is a Britishretailer, with 760 stores in more than 30 countries around the world. It is oneof the most iconic and widely recognised chain stores in the United Kingdom,and is the largest clothing retailer in the country, as well as being a multi- billion pound food retailer, and as of 2008, the 43rd largest retailer in theworld. Most of its 520 domestic stores sell both clothing and food, and sincethe turn of the century it has started expanding into other ranges such as homewares and furniture.By 1999, Online Shopping was brought in, and the company grew with newsales of fashion clothing. In 2001, with changes in its business focus such asthe introduction of the

"Per Una" clothing range designed by George Davies,accompanied by a redesign of its underlying business model, profits recoveredsomewhat and M&S recovered some of its market share, but it soon becameapparent that problems remained. Other changes to tradition includedaccepting credit cards and opening its stores on Sunday.The UK Retail division, the largest of the operating divisions, is itself sub-divided into seven business units, each representing a defined area of merchandise: Womenswear, Menswear, Lingerie, Children's wear, Beauty,Home and Foods. The first six business units are reported as General, andfootage is allocated between them depending on demand and seasonal factors.The space allocated to the largest single business unit, Foods, is relativelyinflexible.

The International Retail business consists of three broad geographic areas:Europe (including Ireland but excluding the UK), North America and the Far East. The International Retail results include those of M&S franchise businesses, which, at 31 March 2001, operated 125 franchise stores in 26countries. The European International Retail can be divided into theContinental Europe and the Republic of Ireland and European franchise businesses. In North America the group operates two businesses, BrooksBrothers and Kings Super Markets. At 31 March 2001 Brooks Brothers tradedin 221 stores and Kings Super Markets had 27 stores. Finally in Far East thegroup operates 10 stores in Hong Kong. LINES OF BUSINESS OF THE ABOVE STORES E-tailing Food Fashion Home Solutions Telecom and IT General Merchandise Leisure and Entertainment

 Wellness and Beauty Books and Music

SYNOPSIS OF THE STUDY Objectives of the Study 1.To study the retail industry in India. 2. To understand the influence of advertising and promotion in buying behaviour. 3. To ascertain brand awareness of the outlets identified.4.To analyze customer satisfaction towards products and services offered. Tools of D ata CollectionPrimary Data Interviewing the customersQuestionnaires,and consumersSurveys,Approaching the outletsdirectly. Secondary Data Books, Magazines, Newspapers, Blogs.

Sampling Sample Size 75 customers/consumersSample Unit Consumers in the age group 18 to 50 years Scope and Uses

1.It will extend to the actual field study of these outlets in Bangalore.2.It will give information to prospective customers. 3. Help us gain independent knowledge about the consumer perception of the outlets identified. 4. The study can help the companies get additional research information.5.It facilitates evaluation of brand name and customer satisfaction.

Format of the Questionnaire Employed Dear Customer,We, the students of Christ University, are conducting a study on the customer perception of three retail outlets in Bangalore, viz., Big Bazaar, Shopper's Stopand Marks & Spencer. Please fill in the following questionnaire to help us inour survey. NAME: OCCUPATION: AGE: 18-28 28-38 38-48 48-58 58-65 GENDER: Male Female 1) How often do you shop?Once a week Fortnightly Once a month2) Which of the following stores do you shop at?Big Bazaar Shopper's Stop Marks & Spencer Others (specify) ____________________________________ 3) What do you mostly shop for at the mentioned stores?Clothing Accessories GroceriesOthers (specify) ____________________________________ 4) Why do you shop at the above-mentioned store? 5) Rank your preferences for shopping:Proximity Quality

Brand Price Store Layout One-stop shopping 6) Does advertising and promotion influence your shopping decisions?Yes No 7) Which form of promotion do you think is most effective?Print TV Radio 8) Indicate your satisfaction level based on the following parameters for thefollowing stores: Retail OutletUnsatisfiedSatisfiedHighly SatisfiedNot Visited Big Bazaar Shopper's StopMarks & Spencer Thank you!

ANALYSIS AND INTERPRETATION The tools and methods of data collection identified earlier were employed togather data on the consumer perception of the three retail chains in Bangalore Big Bazaar, Shoppers Stop and Marks & Spencer. The data accrued,especially from the interviews and questionnaires circulated, are tabulated anddepicted on graphs in the following pages. The data thus gathered andtabulated is analysed. The data is then scrutinized and relevant interpretationsare drawn.The major objectives of analysis of data are:1.To evaluate and enhance data quality2.Describe the study population and its relationship3.Examine effects of other relevant factors4.Seek further insight into the relationships observed or not observed5.Evaluate impact or importanceThe data collection plan, including procedures, instruments, and forms, wasdesigned and pre-tested to maximize accuracy. All data collection activitieswere monitored to ensure adherence to the data collection protocol and to prompt actions to minimize and resolve missing and questionable data.Monitoring procedures were instituted at the outset and maintained throughoutthe study, since the faster irregularities can be detected; the greater thelikelihood that they can be resolved in a satisfactory manner and the sooner preventive measures can be instituted.

Q. 1) Age of the respondentsAgeTotalPercentage 18-283749.33%28-381621.33%38-48810.67%48-58912.00%58-6556.67%75100% Age of Respondents 3716895051015202530354018-28 28-38 38-48 48-58 58-65 Age

NoofRespondents Age of Respondents 49.33%21.33%10.67%12.00%6.67%18-2828-3838-4848-5858-65

Data Collected The first criteria respondents were asked to indicate was the age group they belonged to. Respondents were asked to choose among five age groupcategories, viz., 18-28, 28-38, 38-48, 48-58 and 58-65 years. The age groupswere identified as key factors impacting shopping and purchase decisions of consumers. Analysis From the table, bar graph and pie chart depicted above, the distribution of the population under study is evident. Of the 75 respondents who answered thequestionnaire, 37 indicated that their ages fell in the category 18-28 years.This accounts for 49.33% of the respondents.Of the 75 respondents who answered the questionnaire, only 5 indicated thattheir ages fell in the category 58-65 years. This accounts for 6.67% of therespondents who fall in this age group.It is evident from the responses and the subsequent tabulation that, on anaverage, the respondents can be categorized in the following descending order of age groups: 18-28, 28-38, 48-58, 38-48, and 58-65. Interpretation Of the consumers approached, 75 people agreed to fill in the questionnaire andthis specific question. This question is aimed at analyzing the distribution of ages of the population that visit the stores under study. The age groups laid before the respondent have been the result of observation and interview. By

analysing the responses to this question, we, the researchers, as well ascompanies, can identify the demographics of the population that visit retailoutlets.The highest number of respondents falls in the age group 18-28. It can bededuced that most of the consumers who visit retail outlets regularly are theyouth. They make up almost half of the population who shop at retail stores.The rest of the population who visit the retail outlets under study can be listedin the following descending order of distribution the working age group, theolder age group, the middle age group, and senior citizens.It is not surprising that the youth most frequent malls and retail stores. What isunexpected, however, is the fact that more people who fall into the older agegroup visit the retail stores than those who fall in the middle age group. Thenagain, this deduction cannot be applied to the entire population of Bangalore.The disparity can be attributed to the small size of the sample under study.

Q. 2) Gender of the respondents:GenderTotalPercentage Male3546.67%Female4053.33%75100% Gender of Respondents

354032333435363738394041Male Female NoofRespondents Gender of Respondents Male46.67%Female53.33%

Data Collected Consumers were asked to indicate their gender. The object of this question isto understand the demographics of the population under study.

Analysis From the table, bar graph and pie chart depicted above, the distribution of theconsumers is evident. Of the 75 respondents who answered the questionnaire,40 were female. This accounts for 53.33% of the respondents, almost half of the population under study.Of the 75 respondents who answered the questionnaire, the rest 35 were male.This accounts for 46.67% of the population under study.It is evident from the responses and the subsequent tabulation that the number of female respondents was higher than that of the male respondents in the population under study. Interpretation Of the consumers approached, 75 people agreed to fill in the questionnaire andthis specific question. This question is aimed at identifying the distribution between the two genders and how many of them visit the retail stores under study. By analysing the responses to this question, we, the researchers, as wellas companies, can identify the distribution in the number of men and womenwho visit the retail outlets and appropriate decisions can be made keepingthese numbers in mind.

The highest number of respondents were female, as is depicted by the graphand chart presented above. The number of male respondents was lesscompared to the female respondents.Two deductions can be made from the above data collected: one, more womenvisit retail outlets than men. Two, more women are willing to fill outquestionnaires and take a survey than men.This can help the companies and researchers in undertaking future decisionsand studies. Since more women can be inferred to visit retail stores than men,companies can target their offerings and marketing strategies in two areas.Retail outlets can appeal to the women customers by offering more productsgeared especially towards women. They can provide a shopping experiencethat women are particularly attracted to.Another way that retail chains can use the above data is to appeal to the menrather than the women. Since, fewer men visit retail stores as against women,the companies have a large base of potential customers. By providing productsthat are geared towards men and by providing a shopping experience thatattracts men, the retail chains can expand their customer base. Q. 3) How often do you shop?FrequencyTotalPercentage Once a week1418.67%Fortnightly2736.00%Once a month3445.33%75100% How often do you shop? 1427340510152025303540Once a week Fortnightly Once a month Frequency NoofRespondents How often do you shop?

18.67%36.00%45.33%Once a weekFortnightlyOnce a month

Data Collected Consumers approached were asked about their frequency in visits to shops.The frequency points furnished were: Once a week, Fortnightly, and Once amonth. These frequency points were identified by observation and interviewas the average times that consumers shop. Analysis From the table, bar graph and pie chart depicted above, the frequency of shopping of the respondents is evident. Of the 75 respondents who answeredthe questionnaire, 34 indicated that they shopped once a month. This accountsfor 45.33% of the respondents, who visit shops including retail stores once amonth.Of the 75 respondents who answered the questionnaire, 14 indicated that theyshopped once a week. This accounts for 18.67% of the respondents, who visitshops, malls or retail stores once every week.It is evident from the responses and the subsequent tabulation that, on anaverage, the frequency of shopping among the respondents can be listed in thefollowing descending order: Once a month, Fortnightly, and Once a week. Interpretation Of the consumers approached, 75 people agreed to fill in the questionnaire andthis specific question. This question is aimed at understanding how frequentlyconsumers visit shops and buy their products or avail of their services. Thefrequency points laid before the respondent have been the result of

observation and interview. By analysing the responses to this question, we, theresearchers, as well as companies, can identify the number of times a customer is likely to shop in a months time.The highest responses have been attributed to once a month shopping. It can be deduced that consumers who shop only once a month look to buy groceriesand other essentials to last them a month. Therefore, retail outlets have toughcustomers in those who shop once a month. Such customers look to buy in bulk. Moreover, such customers may not be open to experimenting with newstores. Hence, to capture this market, retail outlets must put in place strategiesthat attract them. Once they profess a liking to a certain store, they turn out to be very loyal customers.Consumers who shop once a week, on the other hand, pose very differentchallenges to retail stores. Such customers can be presumed to have a highdisposable income and may buy more lifestyle or fashion products. Since theyshop so frequently, they must continually be entertained and attracted to makerepeat purchases at stores. When targeting this segment, companies must beable to get new stock every week, and update their marketing strategiescontinuously. consumers shop for frequently at retail outlets. The product categories laid before the respondent are the result of observation and interview. By analysingthe responses to this question, we, the researchers, as well as companies, canidentify the main attractions of products and services offered.The high number of responses indicate that a large number of consumers visitretail outlets for clothes/dresses/apparel. Accoutrement is the hottest sellingitem that any retail outlet can provide. One-third of the respondents

indicatedthat the visit retail outlets to purchase groceries.To the retail stores, the above tabulated responses lead to a very importantresult. Clothing is the fastest moving consumer good. Retail outlets that provide apparel can see a higher rate of turnover and sales volume.However, the above results cannot be assumed to be representative of theentire population of Bangalore city. The sample size consists of only 75respondents, who were approached on a random basis as they visited the retailoutlets. Q. 6) Why do you shop at the above store?FactorsTotalPercentage Quality2026.67%Fashion56.67%Affordability1013.33%Variety45.33%All under one roof1013.33%Brand name1114.67%Service45.33%Store atmosphere34.00%Loyalty56.67%Proximity34.00%75100% Why do you shop at the above store? 420510410113530510152025 QualityFashionAffordabilityVarietyAllunderoneroofBrandnameServic eStoreatmosphereLoyaltyProximity Factors NoofRespondents Why do you shop at the above store? Fashion, 6.67%Affordability,13.33%Variety, 5.33%All under oneroof, 13.33%Brand name,14.67%Quality, 26.67%Service, 5.33%Loyalty, 6.67%Proximity, 4.00%Storeatmosphere,4.00%

Data Collected Consumers approached were asked an open-ended question to indicate thereasons they select a particular store to shop at as against any other retailoutlet. Their responses were recorded and a broad idea of the factors thatinfluence shopping and buying decisions was formed. Analysis The responses of the interviewees and consumers have been broadlycategorised into 10 factors that they find impact their shopping decision andresult in their choosing one store over another.From the table, bar graph and pie chart depicted above, the influencing factorsare evident. The reasons include: Quality, Fashion, Affordability, Variety, All products under one roof, Brand name, Service, Store atmosphere, Loyalty, andProximity.Of the 75 respondents who answered the questionnaire, 20 replied that qualityof the products is generally the main reason they choose to shop at specificstores. This accounts for 26.67% of the respondents, who replied sayingquality was the reason why they shopped at the store indicated earlier.Of the 75 respondents who answered the questionnaire, 3 answered that storeatmosphere contributed to their shopping decision, while another 3 replied that proximity of the store played a big role. This accounts for 4.00% of therespondents, in each case.

Interpretation Of the consumers approached, 75 people agreed to fill in the questionnaire andthis specific question. This question is aimed at getting direct customer feedback as to the factors that influence their shopping decision. By analysingthe responses to this question, we, the researchers, as well as companies, canidentify the biggest factors that influence the consumers in favouring one storeover others, direct from the horses mouth.If set in descending order of influence as indicated by the consumers, thefactors can be listed as: Quality, Brand name, Affordability, All products under one roof, Fashion, Loyalty, Service, Variety, Proximity, and Store atmosphere.From the table, graph and chart depicted above, it is evident that customersgive value to a great many number of factors when deciding which store toshop at. It would be prudent on the part of the company to identify their strongand weak areas, which attract or drive away customers to/from their stores.

Q. 7) Rank your preferences for shopping:DetailsTotalPercentage Quality2330.67%Brand1114.67%Price1621.33%Store layout68.00%Proximity56.67%One-stop shop1418.66%75100% 23111665140 5 10 15 20 25 No of Respondents QualityBrandPriceStore layoutProximityOne-stop shop

Preferences Preferences for Shopping Preferences for Shopping Quality, 30.67%Brand, 14.67%Price, 21.33%Store layout,8.00%Proximity,6.67%One-stop shop,18.66%

Data Collected Consumers approached were asked to rank their preferences on a scale of 1 to6 of their preferences when choosing to shop at particular stores. The preference points placed before them were Quality, Brand, Price, StoreLayout, Proximity, One-stop shop. These preference points wereidentified by observation and interview as the most popular reasons that begetthe attraction of consumers and act as inducements to shop at particular stores. Analysis From the table, bar graph and pie chart depicted above, the preference pointsof consumers is evident. Of the 75 respondents who answered thequestionnaire, 23 give first importance to quality when choosing which storeto shop at. This accounts for 30.67% of the respondents, who gave rank #1 toQuality.Of the 75 respondents who answered the questionnaire, only 5 gave firstimportance to proximity of the store when choosing where to shop at. Thisaccounts for 6.67% of the respondents, who gave rank #1 to Proximity.It is evident from the responses and the subsequent tabulation that consumers,on an average, rank the preference points in the following descending order of attraction: Quality, Price, and One-stop shop, Brand, Store Layout, andProximity.

Interpretation Of the consumers approached, 75 people agreed to fill in the questionnaire andthis specific question. This question is aimed at understanding what elementsattract the consumer the most. The preference points laid before therespondent have been the result of observation and interview. By analysing theresponses to this question, we, the researchers, as well as companies, canidentify the biggest factors that influence the consumers in favouring one storeover others.The highest responses and the highest ranking have been attributed to qualityof the products on sale. When choosing to shop at a particular store, or whenfavouring one store over the others, it is seen that most consumers make thisdecision based on the quality of the products on offer.The next criteria that influence the consumers in favouring a particular storeover others are (in descending order) Price, One-stop shop, Brand, Storelayout, and Proximity.Although it is said that the most important things in retail are Location,location, and location, from the consumers point of view, proximity is of little concern. The quality, price and variety of goods play big roles in thedecision making process.

Q. 8) Do advertisement and promotion influence your shopping decision?DetailsTotalPercentage Yes3344.00% No4256.00%75100% 33420204060 No of Respondents

Yes NoTotal Do advertisement and promotion influence your shopping decision? Do advertisement and promotion influence your shoppingdecision? Yes44.00%No56.00%

Data Collected Consumers approached were asked if advertisements and promotionalactivities influence their shopping decisions. This question was answered by75 consumers. Advertisements refer to those that appear in any/all types of media. Promotional activities refer to sales, coupons, gifts, free products etc.

Analysis From the table, bar graph and pie chart depicted above, the influence of advertisements and promotions on the psyche of consumers is evident. Of the75 respondents who answered the questionnaire, 42 replied thatadvertisements have little or no effect when deciding where to shop at. Thisaccounts for 56.00% of the respondents, who indicated the choice No.Of the 75 respondents who answered the questionnaire, 33 replied thatadvertisements and promotional activities do affect their decision whenfavouring one store over others. This accounts for 44.00% of the respondents,who indicated the choice Yes. Interpretation Of the consumers approached, 75 people agreed to fill in the questionnaire andthis specific question. This question is aimed at understanding the effect of advertisements and promotional activities on the psyche of the consumers. Theobject is also to analyze how far advertisements, promotions and other marketing strategies have an impact on the shopping and buying behaviour of consumers. By analysing the responses to this question, we, the researchers, aswell as companies, can identify the effect of advertising and marketing

campaigns on the consumers minds and how far advertisements translate intosales.From the tabulated data depicted above and responses of the consumers, it isevident that a slightly higher number of respondents do not give muchimportance to advertisements and promotional activities. The number of respondents who indicated that advertisements and promotional activities dohave an impact on their shopping decisions was slightly lesser.This indicates that although most consumers are aware of the advertisementsand promotional campaigns, a slightly higher percentage of consumers are notswayed by the marketing strategies instituted by the companies.This is not, however, to say that advertisements and promotional activitieshave no bearing on the minds of the consumers at all. The responses onlyindicate that advertisements serve to keep the brand in retention although theydo not guarantee sales. The products sold at the stores have the biggest impacton attracting and retaining customers. Q. 9) Which form of advertisement do you think is most effective?DetailsTotalPercentage Print2837.33%TV4053.33%Radio79.34%75100% 284070510152025303540 No of Respondents Print TV Radio Promotion by Which form of advertisement do you think is mosteffective?

Which form of advertisement do you think is most effective? TV53.33%Print37.33%Radio9.34%

Q. 10) Indicate your satisfaction level based on the given parameters forthe following stores: StoresUnsatisfiedSatisfiedHighlySatisfiedNeverVisitedTotalTotal%Total%Total%Total%Total%

BigBazaar 2026.67%4357.33%1013.33%22.67%75100%ShoppersStop912.00%4864.00%1824.00%00%75100%Mar ks &Spencer 1114.67%4154.67%1722.67%68.00%75100% 204310294818011411760%10%20%30%40%50%60%70%80%90%100%Big Bazaar Shopper's Stop Marks &Spencer Stores Satisfaction Levels Never VisitedHighlySatisfiedSatisfiedUnsatisfied

Data Collected Consumers approached were asked about their satisfaction with the threestores covered in this study. This question was answered by 75 consumers.The three stores are Big Bazaar, Shoppers Stop, and Marks & Spencer. Thesatisfaction scale comprised of four ranks Unsatisfied, Satisfied, HighlySatisfied and Never Visited. Analysis From the table, bar graph and pie chart depicted above, satisfaction levels withthe three stores are evident. Of the 75 respondents who answered thequestionnaire, 43 indicated a satisfactory response

towards Big Bazaar, and 2had not visited the store.Of the 75 respondents who answered the questionnaire, 48 indicated asatisfactory response towards Shoppers Stop, 18 were highly satisfied, and 9were unsatisfied.It is evident from the graph and chart presented above that of the 75respondents, 41 indicated a satisfactory response towards Marks & Spencer,17 were highly satisfied, while 6 had not visited the store. Interpretation Of the consumers approached, 75 people agreed to fill in the questionnaire andthis specific question. This question is aimed at understanding the satisfactionlevels of the consumers with the three stores under study Big Bazaar,Shoppers Stop, and Marks & Spencer. The object is also to analyze how far

the marketing strategies, brand image, advertisements, layout, quality etc.,contribute towards consumer perception and satisfaction.By analysing the responses to this question, we, the researchers, as well ascompanies, can identify the effectiveness of advertisements, location, brand, price, promotion, product variety etc., on the target consumers. This helps tounderstand the current consumer perception of the three stores identified andthe corresponding satisfaction levels.From the tabulated data depicted above and responses of the consumers, it isevident that a good number of target consumers are satisfied with the stores atlarge. However, there are those who are unsatisfied or who have never visitedthe store at all. Such consumers form the potential market that the companiesmust strive to attract.There are also quite a few respondents who were highly satisfied with theretail chains. It is imperative for the stores to find out why this is so. They canmodify and apply the same attractions towards the consumers who are lesssatisfied.The above table and graph give a worms eye-view of the consumer perception of the three stores. This can help the marketers understand howeffective their strategies have been. Analysis From the pie chart depicted above, satisfaction levels with Big Bazaar areevident. Of the 75 consumers who answered this question, 57.33% indicatethat they are satisfied with Big Bazaar.Of the 75 respondents, who indicated their satisfaction levels with Big Bazaar,26.67% indicated that they are unsatisfied with Big Bazaar. Of the totalnumber of respondents, 13.33% indicated that they were highly satisfied withBig Bazaar. And 2.67% indicated that they had not visited the store up to thedate of filling in this questionnaire. Interpretation Of the consumers approached, 75 agreed to fill in the questionnaire andanswer the above question. The aim of this question is to understand the levelof satisfaction that consumers feel with regards to the retail chain Big Bazaar. Satisfaction Levels withBig Bazaar

Unsatisfied, 26.67%Satisfied, 57.33%Highly Satisfied,13.33%Never Visited,2.67%

As is evident from the pie chart presented above, a little more than half of therespondents indicated that they are satisfied with Big Bazaar, while almostone-eighth indicated that they are highly satisfied

with the store. However,almost one-fourth of the number of respondents indicated that they wereunsatisfied with Big Bazaar.This goes to show that although Big Bazaar may have an overall goodwillfrom the consumers, there are still some things that they are not doing right.Big Bazaar must identify exactly what the problem areas are and must addressthem quickly and swiftly.The above pie chart shows that almost 30% of the respondents fall into thecategory of potential customers. Big Bazaar must take effective steps to attractthese consumers. Analysis From the pie chart depicted above, satisfaction levels with Shoppers Stop areevident. Of the 75 consumers who answered this question, 64.00% indicatethat they are satisfied with Shoppers Stop.Of the 75 respondents, who indicated their satisfaction levels with ShoppersStop, 24.00% indicated that they are unsatisfied with Shoppers Stop. Of thetotal number of respondents, 12.00% indicated that they are highly satisfiedwith Shoppers Stop. And there were no respondents who had not visited thestore. Interpretation Of the consumers approached, 75 agreed to fill in the questionnaire andanswer the above question. The aim of this question is to understand the levelof satisfaction that consumers feel with regards to the retail chain ShoppersStop. Satisfaction Levels withShopper's Stop Unsatisfied, 12.00%Satisfied, 64.00%Highly Satisfied,24.00%Never Visited, 0%

As is evident from the pie chart presented above, almost two-thirds of thenumber of respondents indicated that they are satisfied with Shoppers Stop,while more than one-fourth indicated that they are highly satisfied with thestore. However, almost one-eighth of the number of respondents indicated thatthey were unsatisfied with Shoppers Stop.This goes to show that Shoppers Stop is doing many things right. It seems toenjoy a reasonable amount of goodwill. The marketing strategies,advertisements, promotions, quality, pricing, product variety etc., seem to bevery appealing

and also translate into sales and repeat purchases.The above pie chart shows that 12% of the numbers of respondents, however,are unsatisfied with the store. They form the potential consumers market for Shoppers Stop. Analysis From the pie chart depicted above, satisfaction levels with Marks & Spencer are evident. Of the 75 consumers who answered this question, 54.67% indicatethat they are satisfied with Marks & Spencer.Of the 75 respondents, who indicated their satisfaction levels with Marks &Spencer, 14.67% indicated that they are unsatisfied with Marks & Spencer. Of the total number of respondents, 22.67% indicated that they are highlysatisfied with Marks & Spencer. And 8.00% of the number of respondentsindicated that they had not visited the store up to the date of filling in thisquestionnaire. Interpretation Of the consumers approached, 75 agreed to fill in the questionnaire andanswer the above question. The aim of this question is to understand the level Satisfaction Levels withMarks & Spencer Unsatisfied, 14.67%Satisfied, 54.67%Highly Satisfied,22.67%Never Visited,8.00%

of satisfaction that consumers feel with regards to the retail chain Marks &Spencer.As is evident from the pie chart presented above, more than half of the number of respondents indicated that they are satisfied with Marks & Spencer, whilealmost one-fourth indicated that they are highly satisfied with the store.However, almost one-seventh of the number of respondents indicated that theywere unsatisfied

with Marks & Spencer.This goes to show that although Marks & Spencer may have an overallgoodwill from the consumers, there are still some things that they are notdoing right. Marks & Spencer must identify exactly what the problem areasare and must address them effectively and efficiently.The above pie chart shows that almost 20% of the respondents fall into thecategory of potential customers. Marks & Spencer must take effective steps toattract these consumers. FINDINGS AND SUGGESTIONS In the surveys, interviews and study conducted above, we came across manyfactors that influence the consumers perception of a store and their subsequent shopping and buying decisions. Here, we present the findingsgathered and the suggestions we offer to companies based on the data gatheredand analyzed.Respondents were asked to choose among five age group categories, viz., 18-28, 28-38, 38-48, 48-58 and 58-65 years. The age groups were identified askey factors impacting shopping and purchase decisions of consumers. Byanalysing the responses to this question, we, the researchers, as well ascompanies, can identify the demographics of the population that visit retailoutlets.The highest number of respondents falls in the age group 18-28. It can bededuced that most of the consumers who visit retail outlets regularly are theyouth. The rest of the population who visit the retail outlets under study can belisted in the following descending order of distribution the working agegroup, 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 isunexpected, however, is the fact that more people who fall into the older agegroup visit the retail stores than those who fall in the middle age group. Then

again, this deduction cannot be applied to the entire population of Bangalore.The disparity can be attributed to the small size of the sample under study.Consumers were also asked to indicate their gender . The object of thisquestion is to understand the demographics of the population under study. Byanalysing the responses to this question, we, the researchers, as well ascompanies, can identify the distribution in the number of men and womenwho visit the retail outlets and appropriate decisions can be made keepingthese numbers in mind.The highest number of respondents were female, as is depicted by the graphand chart presented above. The number of male respondents was lesscompared to the female respondents.Two deductions can be made from the above data collected: one, more womenvisit retail outlets than men. Two, more women are willing to fill outquestionnaires and take a survey than men.This can help the companies and researchers in undertaking future decisionsand studies. Since more women can be inferred to visit retail stores than men,companies can target their offerings and marketing strategies in two areas.Retail outlets can appeal to the women customers by offering more

productsgeared especially towards women. They can provide a shopping experiencethat women are particularly attracted to. Another way that retail chains can use the above data is to appeal to the menrather than the women. Since, fewer men visit retail stores as against women,the companies have a large base of potential customers. By providing productsthat are geared towards men and by providing a shopping experience thatattracts men, the retail chains can expand their customer base.Consumers approached were asked about their frequency in visits to shops .The frequency points furnished were: Once a week, Fortnightly, and Once amonth. By analysing the responses to this question, we, the researchers, aswell as companies, can identify the number of times a customer is likely toshop in a months time.The highest responses have been attributed to once a month shopping. It can be deduced that consumers who shop only once a month look to buy groceriesand other essentials to last them a month. Therefore, retail outlets have toughcustomers in those who shop once a month. Such customers look to buy in bulk. Moreover, such customers may not be open to experimenting with newstores. Hence, to capture this market, retail outlets must put in place strategiesthat attract them. Once they profess a liking to a certain store, they turn out to be very loyal customers.Consumers who shop once a week, on the other hand, pose very differentchallenges to retail stores. Such customers can be presumed to have a highdisposable income and may buy more lifestyle or fashion products. Since theyshop so frequently, they must continually be entertained and attracted to makerepeat purchases at stores. When targeting this segment, companies must be able to get new stock every week, and update their marketing strategiescontinuously.Consumers approached were asked which stores they shopped at frequently .The retail store brands placed before them were Big Bazaar, Shoppers Stop,Marks & Spencer, and others. By analysing the responses to this question, we,the researchers, as well as companies, can identify customer preferencesamong the varied choices of stores, and can calculate how much market sharethey hold.The highest number of responses has been attributed to Big Bazaar. BigBazaar attracts people of many income groups, and offers products that appealto a wide array of consumers.The other stores can be ranked in descending order of preference or frequencyof visits as: Shoppers Stop, Others, and Marks & Spencer.It can be deduced from the above figures that the category Others wasindicated by more number of respondents than those who indicated theyfrequent Marks & Spencer. This may be because Marks & Spencer targetsonly the elite classes in a city where a higher percentage of the population belong to the middle income group.In analyzing the other stores that consumers frequent, outlets such asWestside, Monday to Sunday, More, Central etc., featured. This indicates thatmore people frequent stores that cater to the middle income group. This is not to say that Marks & Spencer has no customer base. However, they may beunable to generate a high volume of repeat sales.Consumers approached were asked to indicate the

types of products theymostly shopped for at the stores they had selected earlier. The types of products presented were Clothing, Accessories, Groceries and others. Byanalysing the responses to this question, we, the researchers, as well ascompanies, can identify the main attractions of products and services offered.The high number of responses indicate that a large number of consumers visitretail outlets for clothes/dresses/apparel. Accoutrement is the hottest sellingitem that any retail outlet can provide. One-third of the respondents indicatedthat the visit retail outlets to purchase groceries.To the retail stores, the above tabulated responses lead to a very importantresult. Clothing is the fastest moving consumer good. Retail outlets that provide apparel can see a higher rate of turnover and sales volume.However, the above results cannot be assumed to be representative of theentire population of Bangalore city. The sample size consists of only 75respondents, who were approached on a random basis as they visited the retailoutlets.Consumers approached were asked an open-ended question to indicate the reasons they select a particular store to shop at as against any other retailoutlet. By analysing the responses to this question, we, the researchers, as well as companies, can identify the biggest factors that influence the consumers infavouring one store over others, direct from the horses mouth.If set in descending order of influence as indicated by the consumers, thefactors can be listed as: Quality, Brand name, Affordability, All products under one roof, Fashion, Loyalty, Service, Variety, Proximity, and Store atmosphere.From the table, graph and chart depicted above, it is evident that customersgive value to a great many number of factors when deciding which store toshop at. It would be prudent on the part of the company to identify their strongand weak areas, which attract or drive away customers to/from their stores.Consumers approached were asked to rank their preferences on a scale of 1 to6 of their preferences when choosing to shop at particular stores . The preference points placed before them were Quality, Brand, Price, StoreLayout, Proximity, One-stop shop. By analysing the responses to thisquestion, we, the researchers, as well as companies, can identify the biggestfactors that influence the consumers in favouring one store over others.The highest responses and the highest ranking have been attributed to qualityof the products on sale. When choosing to shop at a particular store, or whenfavouring one store over the others, it is seen that most consumers make thisdecision based on the quality of the products on offer. The next criteria that influence the consumers in favouring a particular storeover others are (in descending order) Price, One-stop shop, Brand, Storelayout, and Proximity.Although it is said that the most important things in retail are Location,location, and location, from the consumers point of view, proximity is of little concern. The quality, price and variety of goods play big roles in thedecision making process.Consumers approached were asked if advertisements and promotional activities influence their shopping decisions

. By analysing the responses tothis question, we, the researchers, as well as companies, can identify the effectof advertising and marketing campaigns on the consumers minds and how far advertisements translate into sales.From the tabulated data depicted above and responses of the consumers, it isevident that a slightly higher number of respondents do not give muchimportance to advertisements and promotional activities. The number of respondents who indicated that advertisements and promotional activities dohave an impact on their shopping decisions was slightly lesser.This indicates that although most consumers are aware of the advertisementsand promotional campaigns, a slightly higher percentage of consumers are notswayed by the marketing strategies instituted by the companies. This is not, however, to say that advertisements and promotional activitieshave no bearing on the minds of the consumers at all. The responses onlyindicate that advertisements serve to keep the brand in retention although theydo not guarantee sales. The products sold at the stores have the biggest impacton attracting and retaining customers.Consumers approached were asked which form of advertisement they thought was most effective . The methods of advertising were restricted to three Television, Print and Radio. By analysing the responses to this question, we,the researchers, as well as companies, can identify the effectiveness of advertisements through the media identified.From the tabulated data depicted above and responses of the consumers, it isevident that the majority of the respondents feel that television advertising isthe most effective means of advertising. This is indicative in spite of largenumber of commercials that the public is bombarded with.The respondents give very little credit to radio advertisements. This isindicative of the fact that most of the public ignore radio advertisements or else that radio advertising does not translate into sales.Thus, it can be surmised that when advertising, more effective media to reachthe consumer and persuade them to buy are the television and print media,more so than radio advertising. Consumers approached were asked about their satisfaction with the three stores covered in this study . The three stores are Big Bazaar, Shoppers Stop,and Marks & Spencer. The satisfaction scale comprised of four ranks Unsatisfied, Satisfied, Highly Satisfied and Never Visited. The object is alsoto analyze how far the marketing strategies, brand image, advertisements,layout, quality etc., contribute towards consumer perception and satisfaction.By analysing the responses to this question, we, the researchers, as well ascompanies, can identify the effectiveness of advertisements, location, brand, price, promotion, product variety etc., on the target consumers. This helps tounderstand the current consumer perception of the three stores identified andthe corresponding satisfaction levels.From the tabulated data depicted above and responses of the consumers, it isevident that a good number of target consumers are satisfied with the stores atlarge. However, there are those who are unsatisfied or who have never visitedthe store at all. Such consumers form the potential market that the companiesmust strive to attract.There are also quite a few respondents who were highly satisfied with theretail chains. It is imperative for the stores to find out why this is so. They canmodify and apply the same attractions towards the consumers who are lesssatisfied.

The above table and graph give a worms eye-view of the consumer perception of the three stores. This can help the marketers understand howeffective their strategies have been.A little more than half of the respondents indicated that they are satisfied with Big Bazaar , while almost one-eighth indicated that they are highly satisfiedwith the store. However, almost onefourth of the number of respondentsindicated that they were unsatisfied with Big Bazaar.This goes to show that although Big Bazaar may have an overall goodwillfrom the consumers, there are still some things that they are not doing right.Big Bazaar must identify exactly what the problem areas are and must addressthem quickly and swiftly.The above pie chart shows that almost 30% of the respondents fall into thecategory of potential customers. Big Bazaar must take effective steps to attractthese consumers.Almost two-thirds of the number of respondents indicated that they are satisfied with Shoppers Stop , while more than one-fourth indicated that theyare highly satisfied with the store. However, almost one-eighth of the number of respondents indicated that they were unsatisfied with Shoppers Stop.This goes to show that Shoppers Stop is doing many things right. It seems toenjoy a reasonable amount of goodwill. The marketing strategies, advertisements, promotions, quality, pricing, product variety etc., seem to bevery appealing and also translate into sales and repeat purchases.The above pie chart shows that 12% of the numbers of respondents, however,are unsatisfied with the store. They form the potential consumers market for Shoppers Stop.More than half of the number of respondents indicated that they are satisfied with Marks & Spencer , while almost one-fourth indicated that they are highlysatisfied with the store. However, almost oneseventh of the number of respondents indicated that they were unsatisfied with Marks & Spencer.This goes to show that although Marks & Spencer may have an overallgoodwill from the consumers, there are still some things that they are notdoing right. Marks & Spencer must identify exactly what the problem areasare and must address them effectively and efficiently.The above pie chart shows that almost 20% of the respondents fall into thecategory of potential customers. Marks & Spencer must take effective steps toattract these consumers. RECOMMENDATIONS AND CONCLUSION BIG BAZAAR Pros 1. Variety : Big Bazaar offers a wide variety of products of different pricesand different qualities satisfying most of its customers. 2.

Quality : Providing quality at low prices and having different types of products for different income customers is another advantage. 3. Price : As noted the prices and offers in Big Bazaar have been one of themain attractions and reasons for its popularity. The price ranges and the products offered are very satisfying to the customers. 4. Location : The location of Big Bazaar has been mainly in the heart of thecity or in the out skirts giving a chance to both the City and the peopleliving outside the city to shop. 5. Advertisements : Big bazaar has endorsed very popular figure like M SDhoni and other famous personalities which has attracted a lot of customers. This has resulted in increase of sale and the outdoor advertising techniques have also helped Big Bazaar. 6. Mi ddle class appeal : Considering the fact that there are a lot middleclass families in India, Big bazaar has had a huge impact on the middle

class section of India, the prices, quality and sales strategy has helped ingetting the middle income groups getting attracted towards Big Bazaar. 7. Attractive sales : Big bazaar has been known for its great sale and greatoffers. Big bazaar has had long lines of people waiting to get into thestore for the sale. Therefore, the sales that Big Bazaar has had hasincreased sales in a huge way due to the sales and offers, thus this has been one of the main advantages of Big Bazaar. Disadvantages 1. Store layout : The store layout and the assortment of goods is not the best at Big Bazaar, as the quantity of goods sold is more thearrangement and assortment of goods in the store is the greatest. Henceat times customers find it hard to find what they require, this leads todissatisfaction of customers. 2. Lower quality of goods : As Big bazaar aims more toward the middleincome group, the quality of goods is not of the highest quality, and thisis sometimes a disadvantage as some would prefer better quality to the price, making customers to search for different places. 3. Does not appeal to the elite : As mentioned above, the main customersare middle income and a few high income groups, The elite do not liketo shop at Big Bazaar as the quality of goods is lower and they would prefer a higher price and get a better brand, this decreases sales from theelite class

4. Not acclaimed for very good service : Big Bazaar is not known for highclass service. The staff recruited is not very well trained and the billingqueues take a long time to move, this irritates customers which makesthem visit the store more seldom 5. Lower quality of goods : As the sore is trying to concentrate on themiddle income group the type of products used is not of the mostsuperior quality and most of the times nor branded, this may dissatisfycertain customers 6. Consumer satisfaction : Long queues and lower quality leads todissatisfaction of customers. Due to factors mentioned above BigBazaar shoppers are not always satisfied, this is not a positive for thestore.

SHOPPERS STOPPros 1. Variety : The variety of goods and products at shoppers stop is like a onestop shop for customers. It provides household products and other products like apparels etc. This attracts customers 2. Layout : Shoppers Stop provides ease of shopping by providing themwith a very clear store layout which is an essential element in attractingcustomers as it pleases them. 3. Ambience : Shoppers Stop has a very pleasing ambience which helps inshopping, the colours, lights and others help in encouraging customersin shopping. 4. Brand Awareness : Shoppers Stop has a high level of brand awarenessamong customers in and around the city. It is a popular store, this helpsin attracting customers as publicity by person to person by word of mouth helps Shoppers stop in getting more customers.

5. High Income Groups : Shoppers Stop attracts mainly the high incomegroup although it attracts the middle income group as well but not asmuch as the high income group

Disadvantages 1. Expensive : Shoppers Stop has a label which is tagged in the minds of customers that it is expensive and therefore this affects the sale of goodsin the store. 2. Less Advertisement : Shoppers Stop is not known much for their advertisements and the advertisements done are very less as well. Thisdoes not attract more customers to the store. 3. Very few outlets : Shoppers Stop is not spread all over the city andhence this causes a problem for customers to travel far distances to getto the store and hence they find alternatives. 4. Less Attraction : The attraction in shoppers stop is less compared toother stores, i.e., the sales and offers are lesser and as the store attracts people with higher incomes the number of sales per year is lesser thisdoes not attract other customers 5. Location : The location of the stores are not in the main areas making itdifficult for the customers to find the store, location of the store plays ahuge role as the customers would like the store to be a/in a convenient place for them to reach it with more comfort. 6. Loss on middle income groups : The store loses out on the middleincome group which is more dominant in India, with lesser or reduced prices the middle income group can be attracted.

MARKS & SPENCER Pros 1. Quality : Marks and Spencer is known for its quality products. Thereforetheir main advantage is that their image in the view of the customer is astore with very good quality. 2. Loyalty : People are loyal to the store as they are highly satisfied withthe quality and they have an assurance from the store for their continuedsupply of quality products 3. Location : Marks and Spencer is mostly located near the residentialareas or sometimes the commercial areas. This helps the customers toget to the store quickly and hence provides convenience to thecustomers giving the customers a positive image about the store. 4. High Income : Marks and Spencer attracts the higher income group, the profit is higher as the customers are ready to spend more for better products 5. Layout : Marks and Spencer have a very good layout for the store andthis gives chance for the customers to get a proper look at the store andhelp them locate their needs with ease, this makes customers happy.

Disadvantages

1. Expensive : Marks and Spencer is a high end store proving to be a littlemore expensive when compares to other stores. This makes peoplehesitant to go to the store. 2. Competition : Marks and Spencer receive very high competition fromstores like Reliance Fresh, Food World, Fab mall and others. Customerswould prefer buying the same product at a cheaper price. Thus thecompetition is very high. 3. No middle income customers : The middle income groups would prefer other stores as Marks and Spencer is proven to be an expensive store,middle income customers will try and find alternatives and save money. 4. L esser Goods : Marks and Spencer do not have a huge variety or assortment of goods/products, though they deal with groceries and products which are similar, there is lesser variety and customers prefer more variety. 5. Fewer Branches : As Marks and Spencer is still growing there are fewer branches around, this is a reason for lesser sale as customers would notwant to travel long distances to find the store, they would findalternatives instead. 6. Less Ad vertisement : Marks and Spencer have do not have an adcampaign or have very little advertising. This leads to lesser

information of the store, thus sales and profits would depend andfluctuate on the level of advertisement and information given to the public. 7.

No Offer s or sales : Marks and Spencer rarely has sales or offers. Thisdoes not attract customers. Thus as a result of no sales and offers whencompared to other stores the sales are lesser proving to be adisadvantage to the store.

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Submit Characters: 400 Bottom of Form pujachouhan hey plz send me this project on puja_cs2007@yahoo.com reply04 / 10 / 2010

9646231712 hiiiii sir plz send it to me i really need it for my project on orgaized retailing.......i will thankful to u....my emai id is gaurav.234ahuja@gmail.com reply04 / 05 / 2010 jas_0007 hi i need this report plz send me . robin.jaspreet@gmail.com reply04 / 03 / 2010 AviGaikwad gaikwad@medhabusinessschool.com reply04 / 01 / 2010 verity-tech Is it possible for a retailer to offer a more personalised service to his customer? Can a retailer create an opportunity to upsell to a customer and also precipitate impulse buy? Can more efficient logistics and inventory management be planned to reduce costs? Can the cost of customer acquisition and retention be cut down? more details u can contact me ramesh@veritytech.com reply03 / 03 / 2010 gytrujuy hi... please send me this project..... my mail id... mbashubh@gmail.com thanks reply02 / 25 / 2010 vimaa good pjt reply02 / 17 / 2010 jiiiiraj pls sent this project........my mail id is..... kuttinator@gmail.com reply02 / 09 / 2010 Show More

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