1. Spencer Retail Store Mapping for the Gujarat By Mahesh Patel

2. Agenda 1. Preliminary Analysis 2. Pre-Fair Activities 3. In-Fair Activities 4. Post-Fair Analysis 5. Deliverables 6. Timelines

3. Preliminary Analysis

7. Accessibility , no interference by service, indifferent to music Parameters affecting choice of shopping location Likely Recommending stores to others Trust in retailer most important, above shopping experience Experience of shopping Impulse buys only once inside the store. Advertisements about discounts not effective at home. Billboards and TV ads Effectiveness of advertisements, discounts Value trust and quality over experience , even if income increases. Will look for experiencing elsewhere Possibility of conversion to supermarket in case of increased disposable income Local vendor more convenient. Will purchase in supermarket, if already there, in order to save trip Daily vegetables shopping Trust, easy credit, convenience Why Purchase from kirana store Male

8. Low waiting time , like music Parameters affecting choice of shopping location Likely Recommending stores to others Prefer clothes purchase for experience shopping, but fear of losing out on new products Experience of shopping Will check out new stores once after seeing advertisement. Billboards and TV ads Effectiveness of advertisements, discounts Value trust and quality over experience , even if income increases. Will look for experiencing elsewhere Possibility of conversion to supermarket in case of increased disposable income Prefer local vendor since freshness is assured. In supermarket, impulse buys and exotic fruits Daily vegetables shopping Helpfulness , quality, convenience Why Purchase from kirana store Female

9. Pre-Fair Activities

11. In-Fair Activities

13. Game 1: Ad- Venture Spencer? Big Bazaar? Gallops? Star Bazaar?

16. Game 2 : Virtual Shopping Sanitary Materials Pet Food Baby Care Tea Chocolates Oral Care Men’s Basic Baby Care OTC Skin Care Biscuits Noodles Sauce Bread Ready to Eat Ice Cream, Fruits, Vegetables Masala and Spices Ready to Fry Cereals

19. Game 3a : Dark Room a Me 420 Vegetables FMCG Whom Where Product Group d) Cheap Retail Chain (like Subhiksha) c) Shopper’s Stop b) Roadside Vendor a) Local Grocer

23. Game 4 : Apna Sapna Money Money(?) Convenience Price Ambience Trust Variety L E V E L

26. Game 5 : Shop for Music Player is asked his choice of music during shopping.

27. Post-fair Activities

32. Timeline 8 Nov Insight Fair Run-up to the fair Pre-fair activities Submission of first draft Final report submission 20 Nov 10 Oct 28 Oct 5 Oct Preliminary Research 28 Sept

33. Thank You