INDIVIDUAL RETAIL VISIT

REPORT

ON

SHOPPERS STOP

“ANDHERI, MUMBAI”

pg. 2

AUTHOR: Vishnu Sharma STUDENT ID (UBS): 1360 PROGRAMME: MBA GROUP: AICTE MBA-3 SEMESTER: 3rd Semester MODULE TITLE: Retail Management Strategy MODULE NUMBER: MBA -3 | 1360 MODULE TUITOR: Mr. Bibhas Basumatray ASSIGNMENT TITLE: Analysis of a Retail Store

TABLE OF CONTENTS

Introduction to Retail

Introduction to retail industry

Introduction to SHOPPERS STOP

SEC of SHOPPERS STOP, Andheri,Mumbai

Product and services

Lay out

Technologies at SHOPPERS STOP

Recommendations and solutions

Bibliography

Introduction to Retail

Retailing is one area of the broader term, e-commerce. Retailing is buying and selling both goods and consumer services. With more number of educated and literate consumers entering the economy and market, the need for reading the pulse of the consumers has become very essential.

Retail marketing is undergoing radical restructuring. This is because of increase in gross domestic product, increase in per capita income, increase in purchasing power and also the ever changing tastes and preferences of the people. The entry of plastic money, ATMs, credit cards and debit cards and all other consumer finances, the taste for the branded goods also added for the evolution of retail marketing.

Retail marketing is not just buying and selling but also rendering all other personalized consumer services. With the RM picking up it has given a new look for various fast moving capital goods (FMCG) goods. This not only increased the demand for various goods in the market but also made retail

marketing the second largest employment area, the first being agriculture.

Retail Industry, one of the fastest changing and vibrant industries in the world, has contributed to the economic growth of many countries. The term 'retail' is derived from the French word retailer which means 'to cut a piece off or to break bulk'. In simple terms, it implies a first-hand transaction with the customer.

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

Retailing involves a direct interface with the customer and the coordination of business activities from end to end- right from the concept or design stage of a product or offering, to its delivery and post-delivery service to the customer. The industry has contributed to the economic growth of many countries and is undoubtedly one of the fastest changing and dynamic industries in the world today.

Introduction to Retail industry in India

India is the 5th largest retail market in the world. The country ranks fourth among the surveyed 30 countries in terms of global retail development. The current market size of Indian retail industry is about US$ 500 bn (Source: IBEF) and is expected to grow at the rate of 15-20% p.a. The retail industry is expected to increase to US$ 750-850 bn by 2015 (according to a report by Deloitte). Retailing has played a major role the world over in increasing productivity across a wide range of consumer goods and services. In the developed countries, the organised retail industry accounts for almost 80% of the total retail trade. In contrast, in India organised retail trade accounts for merely 8-10% of the total retail trade. This highlights a lot of scope for further penetration of organized retail in India.

The sector can be broadly divided into two segments: Value retailing, which is typically a low margin-high volume business (primarily food and groceries) and Lifestyle retailing, a high margin-low volume business (apparel, footwear, etc). The sector is further divided into various categories, depending on the types of products offered. Food dominates market consumption with 60% share followed by fashion. The

relatively low contribution of other categories indicates opportunity for organised retail growth in these segments, especially with India being one of the world's youngest markets.

Market Size

By 2012, the total market size reached US$ 518

billion, thereby registering a compound annual

growth rate (CAGR) of 7 per cent since 1998.

Market Breakup

In 2012, Food and Grocery accounted for nearly 60

per cent of total revenues in the retail sector.

India’s retail market is likely to touch a whopping

Rs. 47 lakh crore by 2016-17, expanding at a

compounded annual growth rate of 15 per cent, a

Yes Bank-Assocham study says.The retail market,

which comprises both organised and unorganised

segments, stood at Rs. 23 lakh crore in 2011-

12.“Favourable demographics, increasing

urbanisation, nuclearisation of families, rising

affluence amid consumers, growing preference for

branded products and higher aspirations are other

factors which will drive retail consumption in

India,” Assocham Secretary General D.S. Rawat

said.

According to the study, organised retail, which

comprised a meagre seven per cent of overall retail

market in 2011-12 is estimated to grow at a CAGR

of 24 per cent and attain 10.2 per cent share of total

retail by 2016-17.On the supply side, retail sector

growth will be backed by expansion plans of

existing players and the entry of new players, the

study said.It also listed out the challenges being

faced by the country’s retail sector such as dearth

of skilled manpower, numerous clearances required

to set up a retail outlet and lack of basic

infrastructure like roads, power and water.

Store-based retailing is likely to witness a CAGR

of 7.6 per cent during 2011-16 and will grow by 44

per cent in absolute terms during this period, the

study highlighted.Amid traditional grocery

retailers, kirana stores will continue to be the

largest contributor to value share by 2016 and are

likely to account for 61 per cent share in constant

value sales, it said.

Introduction to SHOPPERS STOP

Vision:

To be a Global Retailer in India and Maintain No.1 position in

the Indian Market in the Department Store Category.

Positioning

Shoppers’ Stop is positioned as a family store delivering a

complete shopping experience defined by its mission, vision and

values.

1991: Shoppers' Stop launches at Andheri

Setting up shop in 1991 with its flagship store in Andheri,

Mumbai, Shoppers’ Stop is a member of the K. Raheja Corp. of

Companies. Shoppers’ Stop is the first retail venture by the K.

Raheja Corp. Promoted by Mr. Chandru L. Raheja, Mr. Ravi C.

Raheja and Mr. Neel C. Raheja, the K. Raheja Corp. have been

leaders in the construction business

for over 48 years.

With its wide range of merchandise,

exclusive shop-in-shop counters of

international brands and world-class

customer service, Shoppers’ Stop

brought international standards of

shopping to the Indian consumer

providing them with a world class

shopping experience.

India – 2000 & Beyond…

Expanding its operations to

Bangalore, Hyderabad, Jaipur, Delhi, Chennai, Mumbai

(Andheri, Bandra, Chembur, Kandivli, Mulund), Pune, Gurgaon

and Kolkata, Shoppers’ Stop is today recognised as India’s

premier shopping destination. With a customer entry of about

50,000 customers a day, a national presence with over 6,00,000

square feet of retail space and stocking over 250 brands of

garments and accessories, Shoppers’ Stop has clearly become a

one stop shop for all customers.

Customer Profile

Shoppers’ Stop’s core customers represent a strong SEC A skew.

They fall between the age group of 16 years to 35 years, the

majority of them being families and young couples with a

monthly household income above Rs. 20000 and an annual spend

of Rs.15000. A large number of Non - Resident Indians visit the

shop for ethnic clothes in the international environment they are

accustomed to.

Range of merchandise…

The stores offer a complete range of apparel and lifestyle

accessories for the entire family. From apparel brands like

Provogue, Color Plus, Arrow, Levi’s, Scullers, Zodiac to

cosmetic brands like Lakme, Chambor, Le Teint Ricci etc.,

Shoppers’ Stop caters to every lifestyle need. Shoppers' Stop

retails its own line of clothing namely Stop, Life , Kashish,

Vettorio Fratini and DIY. The merchandise at Shoppers’ Stop is

sold at a quality and price assurance backed by its guarantee

stamp on every bill.

Their motto: “We are responsible for the goods we sell”.

Customer Rewards – The First Citizen

Shoppers’ Stop’s customer loyalty program is called The First

Citizen. The program offers its members an opportunity to

collect points and avail of innumerable special benefits.

Currently, Shoppers’ Stop has a database of over 2.5 lakh

members who contribute to nearly 50% of the total sales of

Shoppers’ Stop.

International Affiliations

Shoppers’ Stop is the only retailer from India to become a

member of the prestigious Intercontinental Group of

Departmental Stores (IGDS). The IGDS consists of 29

experienced retailers from all over the world, which include

established stores like Selfridges (England), Karstadt (Germany),

Shanghai No. 1 (China), Matahari (Indonesia), Takashimaya

(Japan), C K Tang (Singapore), Manor (Switzerland) and Lamcy

Plaza (Dubai). This membership is restricted to one member

organization per country/region.

Acquisitions

The Organisation, in 2000, along with ICICI ventures also

acquired the reputed bookstore, “Crossword”, which offers the

widest range of books along with CD-ROM, music, stationery

and toys. Services like Dial-a-book, Fax-a-book and Email-a-

book enable customers to shop from their homes. Crossword

currently has 18 Stores.

The IT Backbone

Realising the role of IT

way back in 1991,

Shoppers’ Stop was among

the first few retailers to use

scanners and barcodes and

completely computerise its

operations. Today it is one

of the few stores in India to

have retail ERP in place, which is now being integrated with

Oracle Financials and the Arthur Planning System, the best retail

planning system in the world. With the help of the ERP, they are

able to replicate stores, open new stores faster and get

information about merchandise and customers online, which

reduces the turnaround time in taking quick decision.

Supply Chain Management

Understanding the importance of distribution and logistics in

ensuring that merchandise is available on the shop floors, has led

Shoppers’ Stop to streamline its supply chain. The company has

developed process manuals for each part of the logistics chain.

These modules include vendor management, purchase order

management, stock receiving systems, purchase verification and

inventory build up, generation and fixing of price and store tags,

despatch of stocks to the retail floor and forwarding of bills for

payment.

Future Plans Shoppers’ Stop aims to position itself as a global retailer. The

company intends to bring the world’s best retail technology,

retail practices and sales to India. Currently, they are adding 4 to

5 new stores every year.

SHOPPERS STOP, Andheri

SWOT Analysis:

< Shoppers Drug Mart..

Shoppers Stop

Parent Company K. Raheja Group

Category Retail

Sector Retail and lifestyle

Tagline/ Slogan Start Something New

USP New styles and presence in all major metros

STP

Segment Style and status cautious group

Target Group Upper Middle class group

Positioning Styles and quality

SWOT Analysis

Strength

1. It has strong domestic presence with 50+

stores in India

2. Shoppers stop has become highest

benchmark for retail industry

3. Loyal customer base with more than

750,000 first citizen members

4.Increasing footfalls and conversion rates

5. Management team is strongly established

as well as skilled labor force

Weakness

1. It has lesser promotional strategies on

both ATL and BTL level compared to

global leaders

2. It always follows low risk strategy in

business or entering into new segment

Opportunity

1. Big opportunity to enter into new

geographies nationally

2.Foreign players see it as preferred partner

for making investment in India

4.It could enter into Hypercity -high retail

value category

Threats

1. Due to global slowdown consumers’

purchase power has reduced for top high

value brands

2.Increasing brand awareness among

consumers across all socio-economic

classes

Competition

Competitors

1.Vishal Mega mart

2.Westside

3.Wills Lifestyle

PORTER’S five forces model:

Five forces Model 1) Suppliers power 2) Buyers Bargaining Power 3) New Potential Entrants 4) Threat of Substitutes 5) Industry Competitors STRENGTHS 1) Suppliers power A segment is unattractive if the company’s suppliers are able to raise prices or reduce quantity supplied Ss in apparels section

have major brands like, Arrow, Levis, lee, Provogue, Pepe, loues Philip, Zodiac

Weakness 2) Customer Buying Power The bargaining power of customer at SS can be a weakness if customer shift to substitutes. There are various other brands which could act as a substitute to SS for eg: Zodiac, Raymonds, Color plus, and Arvind Mills 3) Industry competitors competitors like Globus, Westside and Lifestyle, Wills Lifestyles, Rpg ,Pantaloon who catered to the same segment of customers, entered the market. 4) New potential entrants Preferred Partner for Foreign Players SS is the preferred partner/retailer for foreign brands entering India. The company has already signed an agreement with UK retailer Mothercare to retail their products. The company has tied-up Estee Lauder’s MAC brand of cosmetics with one strongly performing outlet

opened so far. SS has also tied up with Austin Reed for both manufacturing and retailing its brand in India. We expect many more opportunities for similar tie-ups, particularly as the government has allowed up to 51% FDI in single brand retailing. Shoppers’ Stop has 4 division the Men’s apparels, ladies apparels, kids wear and the Non-apparels. Following is their contribution to the turnover. * Men’s 43% of sales * Women’s 18% of sales * Kids 8% of sales * Non-Apparels 31% of sales SS LOYALITY PROGRAMES SS PIONEERED INDIA’S first loyality programes They have 3 tier loyality programme 1) classic moments for entry level 2) silver edge 3) golden glow, members fall in different cateogory dependimng on theior spends with the company, they also receive...

Marketing Mix:

PRODUCT 1. General Products : Shopper’s Stop includes domestic as well as international retail articles and products 2. Private Label: Shopper Stop has also launched their own private labels such as

STOP. 3. Others: In addition to the above, Shopper Stop also does promotional marketing.e.g.They launched ZooZoo range and also other similar products have been launched. These also form the part of the Product as SS. PLACE Shoppers Stop is Indian largest chain of Super Stores and has many stores in whole of India 2. Shoppers Stop Ltd. Excels in Service quality and the stores of a high class feel which is different from Big Bazaar or similar stores. PROMOTION

The communication strategy of Shopper’s Stop has been to reach out to the customers in their own style and language 2. SS uses print as well as OOH media to promote the brand. The brand uses brand ambassadors like Kareena Kapoor to endorse the brand. 3. The private label STOP is promoted in store through logo and proper placement in the store adjoin similar national brands 4. Associates itself with Local festivals and events

PRICING * SS has a proper mix of both premium and affordable priced

products. The brands are sold at MRP and lower. The main USP is the choice given to the customer rather than the Price. Various Pricing Strategies used by Shopper’s Stop are as below: 1. Premium Pricing 2. Economy Pricing 3. Psychological Pricing 4. Optional Product Pricing 5. Promotional Pricing 6. Geographical Pricing 7. Value Pricing

Product and services

Store

Shoppers Stop is one of the leading retail stores in India.

Shoppers Stop began by operating a chain of department stores

under the name “Shoppers’ Stop” in India. Shoppers Stop has 65

stores across 32 cities in India.

Shoppers Stop retails stuff like ladies watches, men's watches,

artificial jewellery, fine jewelry, handbags, fragrances,

cosmetics, men's footwear, women's footwear, home furnishing

and decor products.

Shoppers Stop launched its e-store with delivery across major

cities in India in 2008. The website retails all the products

available at Shoppers Stop stores, including apparel, cosmetics

and accessories. Shoppers Stop opened stores in Amritsar,

Bhopal and Aurangabad.

Products

Shoppers Stop retails products of domestic and international

brands such as Louis Philippe, Pepe, Arrow, BIBA, Gini & Jony,

Carbon, Corelle, Magppie, Nike, Reebok, LEGO, and Mattel.

Shoppers Stop retails merchandise under its own labels, such as

STOP, Kashish, LIFE and Vettorio Fratini, Elliza Donatein,

Acropolis etc. The company also licensees for Austin Reed

(London), an international brand, who’s men's and women's

outerwear are retailed in India exclusively through the chain. In

October 2009, Shoppers Stop has bought the license for

merchandising Zoozoo the brand mascot for Vodafone India.

Marketing

In April 2008, Shoppers Stop changed its logo and adopted the

mantra "Start Something New" and introduced international

brands like CK Jeans, Tommy Hilfiger, FCUK, Mustang, Dior

across the stores.

Loyalty program and Co-branded Credit Card

Shoppers Stop’s has a loyalty program called First Citizen. They

also offer a co-branded credit card with Citibank called the First

Citizen Citibank Titanium Credit Card for their members. New

Shoppers Stop branch has been opened in "The Grand Mall",

137, Seetharam Nagar Main Road, Velachery Main Road,

Chennai - 600042

Merchandising

Merchandising opportunities like the launched Zoozoo

merchandise and film merchandise.

Shoppers Stop's sister stores are

Crossword Bookstores

Crossword Bookstores is the largest chain of bookstores in India

with 83 branches. Shoppers Stop acquired 100 per cent stake in

bookstore chain Crossword. Crossword is positioned as a

lifestyle bookstore with their spacious, well laid out stores which

encourages customers ease in browsing through the merchandise

of books, music, stationary and toys.

HomeStop

HomeStop is premium home furnishings home concept store,

which offers products in home decor, furniture and accessories,

bath accessories, bedroom furnishings, mattresses, draperies,

carpets, modular kitchens and health equipment.

Brio

Brio has 20 outlets in select cities. Café Coffee Day (CCD), the

retail division of Amalgamated Bean Coffee Trading (ABCTL),

has signed an MoU with Shoppers Stop to run its BRIO outlets.

Desi Cafe

Desi Café and their operations have been taken over by Café

Coffee Day (CCD), the retail division of Amalgamated Bean

Coffee Trading (ABCTL), has signed an MoU with Shoppers

Stop to run its Desi Café outlets.

HyperCity

HyperCity offers a contemporary range of products, sourced

from both local and international markets. The product range

covers: Foods and Grocery, Homeware, Home Entertainment,

Hi-Tech, Appliances, Furniture, Sports, Toys & Fashion.

M.A.C.

M.A.C. and Shopper’s Stop Ltd. entered into a non exclusive

retail agreement with cosmetics major Estee Lauder to open up

M.A.C. Cosmetics stores in India. M.A.C. Makeup-Art

Cosmetics - the professional brand of choice, is the first brand

under the Estee lauder Group of Companies portfolio to enter the

Indian retail market. Currently there are 20 M.A.C. stores

operating

Arcelia

Arcelia is a new retail concept aiming at the growing accessories

and cosmetics segment, and primarily caters to women shoppers.

It retails cosmetics, fragrances, fine jewelry, footwear, handbags.

MotherCare

MotherCare and Shoppers Stop stocks a variety of products for

mother and babies, toddlers and children till eight years of age.

The UK-based maternity and kidswear brand has nine standalone

and 13 shop-in-shop formats.

Nuance Group

Nuance Group with Shoppers Stop makes an entry into airport

retailing. The alliance is marked with a joint venture with The

Nuance Group AG of Switzerland, the world’s leading airport

retailer. Shopper's Stop Ltd. is handling the retail operations at

the duty-free zones in international terminals. The joint venture

company, called Nuance Group (India) Private Limited. is

operating outlets at the International airports at Bengaluru and

Hyderabad.

HyperCity-Argos

HyperCity-Argos and Shoppers Stop, the two retail ventures of K

Raheja group had signed a memorandum of understanding with

UK’s leading retail chain Home Retail group to develop the

Argos (retailer) retail format stores in India.Two years later,

Shoppers Stop Ltd has informed Bombay Stock Exchange shall

wind down and discontinue its catalogue retail operations under

the Hypercity-Argos brand.

Timezone

Shoppers Stop forayed into the Entertainment sector by acquiring

45% stake in Timezone Entertainment Private Limited which is

in the business of setting up and operating Family Entertainment

Centres (FECs). It has more than 20 outlets across Indian cities

like Ahmedabad, Chennai, Hyderabad, Kolkata, Navi Mumbai,

Mumbai, Bangalore, Pune, Baroda, Raipur, and Goa.

Technologies at SHOPPERS STOP

Shopper's Stop cashes in on SAS® Business Analytics Framework:

India's growing retail sector is the fifth largest in the world. In

recent years, the sector has experienced rapid growth and

sophistication to address swelling market demand and ever-

changing customer preferences. Growth in the sector has created

a highly competitive retail environment, in which innovative

retailers like Shopper's Stop Limited are using analytics to

increase customer loyalty, satisfaction and profitability, while

improving overall operations.

Established in 1991, Shoppers Stop is India's largest retail chain

of large-format department stores. Owned by K. Raheja Corp

Group, Shoppers Stop offers customers a world-class shopping

experience through its 30 stores across 13 cities spread over 1.9

million square feet of retail space. The company sells a range of

domestic and international premium brands in categories such as

apparel, accessories, cosmetics, home, bed and bath. Shoppers

Stop also operates Crossword Book Stores and has a 19 percent

stake in HyperCity, a large format hypermarket chain.

Faced with ever-growing customer aspirations, Shoppers Stop

needed to advance customer satisfaction and loyalty, increase its

breadth of merchandise and expand store operations into new

markets -- all while retaining profitability.

'First-of-a-kind solution'

All of this required access to standardized, timely and accurate

data from its DRISHTI (Insight) data warehouse project, along

with flexible reporting functionality and deep analytical

capabilities to help drive business objectives. SAS provided the

retailer with a business analytics framework for reporting and

analytics using SAS Enterprise BI Server and SAS Enterprise

Miner.

This is a first-of-a-kind analytical solution for the retail industry

in India. The benefits put us ahead of the curve in our quest for

competitive advantage. Customer Care Associate & Group Chief

Technology Officer. The scalability of the solution lets us

analyze over three years of customer data, in multiple formats,

which is extremely valuable in understanding churn and share-

of-wallet. Already, we have been able to develop focused

campaigns and offers as well as study target market

demographics to assist and influence our merchandising

decisions.

To help drive its growth strategy, Shopper's Stop is employing its

reporting and analytics capabilities in the areas of merchandising,

loyalty management, distribution and logistics, sales

performance, loss prevention, and financial analysis. time-to-

intelligence has been significantly reduced in areas such as

customer segmentation, inventory and vendor management,

market basket analysis, store and sales performance analysis and

assortment planning.

Insights, improvements, benefits Shopper's Stop achieved a variety of early benefits from the

SAS® Business Analytics solution, including the measurement

of merchandise availability. In one exercise the retailer was able

to increase availability by 2 percent for the targeted category,

which is significant in the early phase of a shopping season when

margins are higher.

The chain can now monitor migration trends and calculate the

business effect of opening new stores in the markets in which it

already operates. Other early benefits came from a study of

demographic groups, in which Shopper's Stop analyzed customer

buying behaviors and drivers in a specific market. The insight

resulted in an increase in sales from the targeted segment.

With the competitive landscape getting tougher, we recognized

the need to leverage our rich transactional data.After carefully

examining the market, we chose SAS to drive our quest for

generating insights. The journey thus far has been gratifying with

SAS providing the requisite expertise towards moving data to

information and insights. As we deploy the data warehouse

across our other business units, we believe that the potential to

harness insights is immense.

SAS® Consulting earns praise

Gupta credits the expertise of the SAS consultants who supported

his team throughout the implementation process. The project was

carried out in phases, allowing users to get their hands on the

solution early and have their requirements addressed quickly

throughout the project.

Layout

Shopper's Stop: "One of the first shopping mall like destinations

to open up in Mumbai, Shoppers Stop seems to have survived the

opening of gigantic malls and luxury boutiques in Mumbai by

constantly renovating and reinventing. Shoppaholics can rarely

get bored when there is so much to see and do. You indulge in

coffee and conversation at Brio or go read and research at

Crossword or better still go shopping for shoes, clothes, bags the

works! And with major brands like Wills, Van Heusen, Allen

Solly, and W for women, Catwalk shoes, Puma all available

under one roof, Shopper Stop seems to have a complete package

to please its customer. New entrants at Shoppers Stop include the

Mother care section with mother and baby accessories,

pregnancy clothes, and of course fashion brands like FCUK,

Calvin Klein, Tommy Hilfiger and Espirit are now available here

too. Prefer the Indian brands? You can stroll into the Ritu Kumar

section to get your doze of traditional and fusion designer

garments. Well-trained and polite staff, good after sales service

and a loyalty programme that offers great benefits have made

Shoppers Stop a favorite amongst shoppers . Shoppaholics can

rarely get bored when there is so much to see and do. You

indulge in coffee and conversation at Brio or go read and

research at Crossword or better still go shopping for shoes,

clothes, bags the works! And with major brands like Wills, Van

Heusen, Allen Solly, and W for women, Catwalk shoes, Puma all

available under one roof, Shopper Stop seems to have a complete

package to please its customer.New entrants at Shoppers Stop

include the Mother care section with mother and baby

accessories, pregnancy clothes, and of course fashion brands like

FCUK, Calvin Klein, Tommy Hilfiger and Espirit are now

available here too. Prefer the Indian brands? You can stroll into

the Ritu Kumar section to get your doze of traditional and fusion

designer garments. Well-trained and polite staff, good after sales

service and a loyalty programme that offers great benefits have

made Shoppers Stop a favorite amongst shoppers. "

Recommendation and Conclusion

Product Quality Quality of stores is perceived to be higher among shoppers at Mumbaithan among shoppers located in other townships of NCR. Gurgoan shoppers are quite low on quality rating of department store they patronize. Among store brands shoppers rate Ebony high on quality parameter than other stores. It is fairly high for Pantaloons and Shoppers Stop but exceedingly low for Globus and Lifestyle. Price Mumbaishoppers give higher rating for the price factor associated with the department store they usually buy

from, than shoppers from other towns of NCR. Price as the store factor is rater higher by shoppers at Noida and Ghaziabad too. However, it is lowest among all towns for Gurgoan. Shoppers who patronize Ebony and Pantaloons have noticeably higher rating on pricing factor, than shoppers at Globus and Lifestyle who gives the lowest rating on pricing factor. Assortment Mumbaiand Gurgoan shoppers apparently are more pleased with the assortment availability and range at stores. Shoppers at Noida appear less pleased with the availability and range of assortments. AN EMPRICAL STUDY ON FACTORS INFLUENCING STORE IMAGE, SATISFACTION AND LOYALTY IN DEPARTMENT STORES 274 Among store brands shoppers at Ebony and Shoppers Stop confine higher ratings on assortment availability and range. Apparently shoppers at Globus appear least pleased with the availability and range of assortments it offers. Promotion Gurgoan and Mumbaishoppers evidently are more contented with the promotional offers and discount offerings by the department store they usually buy from. Faridabad shoppers are least content with the promotional offers their patronized store offers.

Shoppers at Ebony, Pantaloons and Shoppers Stop are quite content with the promotional offers. Shoppers at Globus are least content with the promotional offers the store provides. Convenience of Shopping Gurgoan shoppers confirm the convenience of shopping to a greater degree than shoppers at other locations. Shoppers at Noida on the other hand give lowest rating to convenience of the department stores offer. Ebony and Lifestyle stores offer greater convenience of shopping to shoppers than other stores. Globus has the least rating on convenience of shopping it offers to shoppers. Convenience of Location Convenience of location is rated highest by shoppers at Mumbaiand Gurgoan. It seemingly is quite lower for shoppers at Ghaziabad and Faridabad. Shoppers Stop offers reasonably higher convenience of location to shoppers than any other department store. Globus evidently has lowest rating on convenience of location it offers to shoppers. Store Facilities Store facilities apparently are rated higher by shoppers at Delhi. Shoppers at Noida have considerably lower rating for store facilities. Store facilities at Shoppers Stop and Ebony are giver higher rating by shoppers. Evidently it is lowest for Globus.

Personnel Services Personnel services are rated to be considerably higher by shoppers at Mumbaithan shoppers from other towns. Apparently the shoppers at Noida and Ghaziabad are not

much pleased by personnel staff services. AN EMPRICAL STUDY ON FACTORS INFLUENCING STORE IMAGE, SATISFACTION AND LOYALTY IN DEPARTMENT STORES 275 Sales and service staff at Shoppers Stop and Ebony is rated to be better than other stores. Lifestyle shoppers apparently are not much pleased by services rendered by the sales and service staff. Credit Services Shoppers at Mumbaiand Faridabad rate credit services offered by store to be more promising than shoppers at other locations. Shoppers at Ghaziabad have lowest rating for the credit services offered by the stores. Shoppers rate credit services offered by Ebony and Shoppers Stop to be better than at other stores. Store Atmosphere Evidently store atmosphere is perceived to be more gratifying to shoppers at Noida and Faridabad. It is seemingly less pleasing to shoppers at Gurgoan and Ghaziabad.

Pantaloons and Shoppers Stop offer more pleasing store atmosphere than other stores. Globus is supposedly low on store atmosphere it offers. Store Branding For Gurgoan and Mumbaishoppers the store they patronize beams high class image and enjoys high brand image. This seemingly is lower at other locations and least for shoppers at Noida.

Shoppers Stop and Pantaloons enjoy higher brand image among shoppers than other department stores. It is seemingly lowest for Globus.