The survey have been conducted on 30 random customers who visited Shoppers Stop, Jayanagar and purchased some goods of their chosen brands.

1. A Survey Report on Consumer Buying Behaviour
At
Company Profile:
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 is an Indian department store chain promoted by
the K Raheja Corp Group started in the year 1991 with its first store in Andheri, Mumbai.
Shoppers’ Stop is promoted by the K Raheja Corp Group, one of leading players in real estate
development and hotels. Shoppers’ Stop has progressed from being a single brand shop to a
family orientated fashion and lifestyle store. Shoppers’ Stop operates under the Departmental
store format, and was one of the pioneers of the large format stores in India. Shoppers’ Stop hass
created a new business unit to manage its specialty businesses like Crossword, Mother care, F&B
business and MAC.
The Survey:
Survey Date: 5th July 2014
Location: Shoppers Stop, Jayanagar, Bangalore
The survey have been conducted on 30 random customers who visited Shoppers Stop, Jayanagar
and purchased some goods of their chosen brands. They were asked to express their views and
how satisfied they are on their purchases. The customers were from different age groups,
different states, gender, age, working experience, purchase habit. Customers were asked to fill up
a questionnaire based on their shopping experience and were asked to put forward their
suggestions which they think might help on the better sales or customer satisfaction by Shopper’s
Stop. It is to be noted that the survey was conducted only for the apparels and accessories of
Shoppers Stop.
Tirthankar Sutradhar
1421427, M

2. Out of 30 people randomly surveyed, 17 were male and 13 were female. Following is the Bar
chart representing the same.
22 among them were employed and 8 of them were not working. Following is the Bar chart
representing the same.
Tirthankar Sutradhar
1421427, M

3. The consumers surveyed were of different age groups. Of them, consumers between the ages of
18-30 were the most dominant one. This question was asked to know which age groups makes
the most of the purchases in Shoppers Stop. The company can always revive its plan as well as
strategy based on the findings which age group is most viable and active when the question of
actual purchase comes to picture. Only 3.33% of consumers (amongst the surveyed ones) were
above the age group of 50.
So it is clear that Shoppers Stop have to concentrate more on the satisfaction of buyers between
the 18 to 30 age group which comprises of 70% of their buyers.
26.7% of the buyers were between the age group of 30 to 40 which is a good number. But if
Shoppers Stop wants to attract consumers above the age of 50, it has to undergo a huge facelift
both in its strategies as well as stocks.
Tirthankar Sutradhar
1421427, M

4. The below chart shows which income level people prefers to shop from Shoppers Stop. The
income slabs have been divided into 3 slabs: Below 20K, Above 20K to 50K and above 50K.
Here if we take a note of the consumers buying pattern from the survey conducted, two
fascinating facts are discovered. One, Non working class (students most probably) are
contributing much more than working class with an average monthly salary below 20,000 INR.
And, second, middle income groups are contributing to the sales of Shoppers Stop a highly more
than that of high income groups. One thing to be noted here is that the chart here do not show the
sales in terms of number but instead it shows the percentage of people from different income
groups. In reality, higher income groups might be contributing much higher in terms of numbers
when it comes to sales, but the average number of higher level consumers lags behind the
number middle income consumer by a slight margin. This is one of the key areas Shoppers Stop
must be concentrating. Specially how to catch the market for income group below 20,000 INR
(monthly income).
Tirthankar Sutradhar
1421427, M

5. The following factors mostly influenced consumers on their purchases. One of the major
limitations of the survey was the limited number of options consumers were provided with. Still
utmost care have been taken to present before them the top valid causes that could have
influenced their buying/purchase.
Choice of brands sums up to a huge 80% of the cause that influences consumer’s buying at
Shoppers Stop. Moreover Shoppers Stop is known for its collection of variety of brands. So it is
one of the major strengths of the retail company which has caught the eye of the consumers.
Brands are followed by Quality (70%) and Discounts (66.6%) which is again followed by Offers,
current market trends and price equally (53.3%).
From the same it is visible that consumers at shoppers stop are more concerned with their
particular choice of brands and Quality of the same. Factors like price and trends are less
influential in Shoppers Stop when compared to consumer’s choice of brands.
Tirthankar Sutradhar
1421427, M

6. Findings:
From the survey it is very clear about the buying behaviour of consumers at Shoppers Stop. Both
male and female of all age groups are consumers at shoppers stop, some of them were working
and some of them were non-working. But survey shows that non-working people do not highly
prefer to purchase from apparels or accessories from Shopper Stop. When asked about what they
liked most about Shoppers Stop people listed various notes which have affected them positively
while their visit to the store or post-purchase of their respective products. Only quite a handful of
the surveyed consumers were not highly satisfied with Shoppers Stop. The points can be noted
and worked upon.
When asked to rate about the Store layout on a scale from 1 to 5 (1 being the lowest and 5 being
the highest), Shoppers stop scored well on each of the points presented to the consumer. Much
have not been touched on those aspects on the reports from the survey conducted as Shopper
Stop have kept themselves well acquitted with customer delight as well as satisfaction when the
question of the location of their Store layouts, Maintenance, Cleanliness, Availability of
Products, Easeness to search the same in the store or their overall satisfaction are in the picture.
Suggestions:
From the survey I have picked up a few points which can be taken care of to increase the sales by
taking care of the buying behaviour of the consumers. The suggestions are presented based on
the numerical value of the survey conducted as well as the suggestions provided by the subjects.
Following are those:
a. Introduce some local brand products as to capture the market of lower income group. The
same can be done by pushing for higher discounts on selected products. That might result
in lowering the profit margin on the same items but it will result in increasing the total
number of product sold which will affect the net sales in a positive way.
b. More emphasis should be given to capture the mind of the students which will lead to a
drastic level of increase on the sales.
Tirthankar Sutradhar
1421427, M

7. c. Since Shopper Stop consumer are more brand concerned than the price or offers, weekly
discounts on the same products can be rolled out to capture the mood of the consumer.
For the same a market survey is must, which will let Shopper Stop a step ahead of its
competitors by reducing the price of the product by marginal amount.
d. More stocks and options should be rolled out for women consumers.
e. Apparels for youths should be more as compared to the current collection of stocks for
younger generation.
f. Since share of consumers more than 50 age in Shoppers Stop is minimal, the same can be
either rolled backed completely to save costs or more emphasis should be given to
increase the market share of 50+ aged consumers.
Tirthankar Sutradhar
1421427, M