20-10-2012, 04:20 PM
Customer Behavior at Shoppers
55951321-Project-on-consumer-Behaviour-at-Shoppers-Stop-ltd.pdf (Size: 518.08 KB / Downloads: 45)
Introduction
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RETAIL INDUSTRY
In the Indian retailing industry, food is the most dominating sector
and is growing at a rate of 9% annually. India retail industry is progressing
well and for this to continue retailers as well as the Indian government will
have to make a combined effort. The branded food industry is trying to enter
the India retail industry and convert Indian consumers to branded food.
Since at present 60% of the Indian grocery basket consists of non- branded
items.
India retail industry is expanding itself most aggressively; as a result
a great demand 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 shopping centers.
MARKET ANALYSIS
The research objectives of this project are:-
a). Marketing activities and operational activities are always driven with an aim of
getting sale increased with innovate ideas. Offers are designed in such a manner
that customers are made to go and experience the shopping. Marketing also gives
some offer to increase the bill size, taking in consideration the on going fashion in
vogue.
b). Marketing Strategies targeting the customer: Advertising Strategy –
Understanding the media consumption habits of the customer.
c). understanding the consumer behavior & its implication in business.
CROSS-SECTIONAL SURVEYS
Cross-sectional surveys are used to gather information on a
population at a single point in time. The customers were surveyed to find out their
consumption behavior for the products in various schemes. A different crosssectional
survey questionnaire might try to determine the relationship between two
factors, like religiousness of parents and views on Internet filtering.
PERSONAL INTERVIEW
Personal interviews are highly susceptible to inadvertent “signaling”
to the respondent. The cumulative effect of several facial expressions is
likely to be felt. By the use of this method the facial expressions tell about
how a customer feels about the product, and his knowledge about the
product in the scheme.