A Project

Report on

“ONLINE SHOPPING CUSTOMER

PREFERENCES AT SHOPPERS STOP”

2020-2022

Faculty Mentor Submitted By:

DR SIDDHARTH RAI. RANJEET KUMAR

Batch 2020-2022

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 Declaration Certificate by Student

DECLARATION BY THE STUDENT

I Ranjeet Kumar student of PGDM batch (2020-2022) declare that the project entitled
“Online shopping customer preferences at shoppers stop” is my work conducted under the
supervision of Dr. Siddharth Rai as partial fulfillment of the Summer Internship Program for
the course of PGDM submitted to and Jaipuria Institute of Management Indore.

I further declare that to the best of my knowledge the project does not contain any part of
any work which has been submitted for any other project either in this institute or in any
other without proper citation.

Place: Indore

Date……….

Signature of the Faculty Mentor Signature of the Student

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 ACKNOWLEDGEMENT
The Internship opportunity I had with Shoppers Stop was a great chance for learning and
professional development. I am also grateful to meet wonderful people through this internship
who have guided me on every step and had helped me in the completion of this internship report.
First of all, I would like to express my gratitude to Dr. Prithvi Yadav, Director, Jaipuria
Institute Of  Management, Indore for providing all the facilities in the college that helped me in
the completion of this report.
I would like to thank my industry mentor Mr. Nitish Arora (Department Manager) for guiding
me and supporting me on every step which I had taken during this internship. Without his
valuable guidance and support, the project would not have been a success.
I would like to thank my faculty guide, Dr. Siddharth Rai, for his valuable thoughts,
encouragement, constant guidance, and support that had helped me to complete this project
successfully.
I would also like to thank Mr. Abass Hiryani (Store Manager) for guiding me throughout this
project.

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4
 Table of Content
Chapter 1 INTRODUCTION

1.1 Problem Statement

1.2 The rationale of the Problem

1.3 Limitations of the Study

2.1. About the company

2.2 Products / Services and Processes/ Facilities

2.3. Organizational Structure

2.4. Organization Business Profile

2.5. Competition Analysis

2.6. Industry Analysis

2.7. SWOT Analysis

2.8. PESTEL Framework Analysis of Company

2.7 Michael Porter’s Five Forces Model- Industry Analysis

2.9. The VRIO Analysis

Chapter – 3 Methodology and Problem statement

Chapter--4 Data collection and analysis

4.1 – Sampling Frame

4.2 – Data collection Method

4.3 – Source of data collection

4.4 – Presentation and processing of data for analysis

4.5 - Conclusion

Chapter – 5 Data Analysis and Interpretation

5.1 Choice of data analysis technique

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 5.2 Outcomes and interpretation of outcomes

Chapter – 6 RECOMMENDATION

6.1 Brief description of Recommendation.

6.2 Detail of each recommendation, discussion of its technical sustainability.

6.3 Suggested schemes of implementation, Precaution and Monitoring System

Chapter - 7CONCLUDING REMARKS

7.1. Summary

7.2. Gains from the project

7.3. Limitation of the project

7.4. Conclusion

REFERENCE

Chapter 1

EXECUTIVE SUMMARY

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 Title: Online shopping preferences at shoppers stop                               
Organization: shoppers Stop                               
Reporting Officer: Mr. Nitish Arora
Faculty Guide: Dr. Siddhart Rai
Student’s Name: Ranjeet Kumar (JI/2020-22/0137)
1.1 Problem Statement

As we all know that customers are the backbone for any retail business and shoppers stop is one
of that This study is mainly to survey customer preference at shoppers stop the online application
and to improvises the quality of service to retain its customer and physical evidence of store to
make the customer feel delighted by service.

1.2 Rationale of the Problem

However, while retail sales are at an all-time high, retailers must compete with a variety of other
market forces, which is one reason why execution and delivery cost more than in the past.

• The development of retail to e-commerce businesses that provide innovative services are
among the drivers. Product features that need more time and money to develop

• Consumer-friendly choices are available from a variety of online stores and marketplaces
which is also cost-effective for them.

• Off-price retailers and discounters with a variety of business strategies, In addition, half of the
business is taken away.

• It was forecasted by Deloitte that retail sales will slow down next year due to the slowdown in
the economy. It is expected to decelerate from a year-over-year growth rate of 5.5 % in Q4
2018 to 3.4-4.1 % in Q4 2019.

1.3 Limitations of the Study

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  Less Footfall:- During the 2 weeks of physical Internship the footfall of the customers
was very less, I was allocated shoppers stop Indore store which was recently reopened
after the lockdown, we couldn't find a large number of the footfall of customers, which
made the research weak in terms of data collection.
 Approaching the customer directly was challenging as most of the customers are
denying to give feedback due to the spreading of the virus.

Retail Industry

All business activities involving the selling of goods and services to consumers for personal,
family, or household use are classified as retailing. It's the last step in the process of getting these
goods and services to you.

Technological advancements, demographic upheavals, and shifting opinions in the United States
and around the world are all affecting the retail industry today. Our culture is busier and more
convenience-oriented than previous generations, and the retail sector must adapt to match our
needs. This report outlines the industry's size and scope on a national and state level, explains the
realm of "e-tailing" or e-commerce, and makes recommendations for additional research and
help.

Overview of the retail sales sector

What is the retail sector?

A consumer product is any tangible product sold to a customer. Normally, products are
classified as either resistant or non-resistant.

Durable products are those that last a long time and should not be consumed right once.
Electronics, books, appliances, jewelry, and toys are just a few examples.

Non-durable products must be utilized within three years of purchase. Food, pharmaceuticals,
clothing, beer, and paper products are just a few examples.

Consumer services that support the production and sale of consumer products include
manufacturing, marketing, sales, and after-sales assistance. To mention a few, street district

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stores, shops, shops, service shops, and minimarket shops were mostly found up to the details of
the retail. Consumer goods were generally acquired on the site with a sort of experience in the
purchase of in-person shopping experience, whether in shopping malls or big boxes, big-box
outputs, or even vending machines. To be honest, brick-and-mortar stores still dominate the retail
business.

Most retail firms are small, with 99 percent employing fewer than 50 people and 95 percent
having only one post. Large chain resellers, on the other hand, account for far more than the
sector's sales. For example, Walmart is not only the world's largest retailer, but also one of the
retail markets, with Costco, Home Depot, Target, CVS, and Lowe's.

The development of the retail industry

In the traditional era, the retail industry was called Kirana Store, where the needs of customers
were met and prepared for their convenience. During the period when the government subsidized
the land, the indigenous settlement pattern of the chain store was controlled by the Kadi and the
Rural Industry Council. In the 1980s, India faced moderate changes and began to open its
economy. Organizations such as Bombay Dyeing, Raymond`s, S Kumar`s, and Grasim were the
first to observe the introduction of retail chains in the textile industry. After that, Titan
successfully developed an abandoned retail concept and displayed and built various showrooms
for its high-end watch fragments.

In the last 50% of the 1990s, relocation centers from manufacturing plants to pure retailers
welcomed a large number of applicants. For example, Sustenance World, Subhiksha and Nilgiris
in the fields of nutrition and fast-moving consumer goods; Planet M and the world of music in
the music world; crossword puzzles and wellheads in books. Since 1995, shopping focus has
developed, especially in urban areas close to offices, such as vehicle exits. The design of urban
areas aims to fully understand every part of society. Hyper and General stores try to encourage
customers with the value, variety, and quantity of 3V.

Market Share (retail sector)

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With the introduction of numerous new businesses, the Indian retail sector has become one
of the most dynamic and fast-paced industries. Because the retail sector accounts for 10%
of India's GDP. i.e., a total of $25 trillion ($250 billion) and an employment rate of roughly
8%. Now, talking about the contribution of different players in the retail sector

 Unorganized players. Shops like general stores contribute 88.

 Organized players. i.e., Walmart, big bazaar, etc. contributes 9%
 Etail. i.e., Amazon, Flipkart, etc. contribute 3% towards the $250BILLION (10% Indian
GDP)

If we talk unorganized, organized, and e-tail players 10 years before, unorganized players are
contributing more than 95% and the rest was contributed by organized and e-tail players.

As per govt. analysis of the retail sector govt is expecting that there should be a growth of 9%-
10%in the next 5 years. whereas organized and e-tail players will grow by 12%-15% in the
upcoming time taking over organized players.

In 2018, the Indian retail sector has a market capitalization of 950 billion dollars as per reports
uploaded on IEBF BY the Ministry of commerce and industry. Also, they are expecting that the
retail industry will reach $1.15trillion by the end of 2020.

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FIG-1 TOTAL RETAIL MARKET, SOURCE: TAKEN FROM IBEF.ORG RETAIL ANALYSIS

Industry growth

India's retail business development has not yet entered an advanced stage, and the special
opportunities in this sector are still to be explored. Except for retail companies such as Nilgiris in
Bangalore, most retail companies are market segments of various companies that have ventured
into the retail field to obtain excellent business. The growth of the Indian retail business is
mainly reflected in the urban metropolitan areas of India and small cities that do not lag. Retail
organizations focus on India’s four subways, considering the second screening of emerging
urban communities, such as Ahmedabad, Vadodara, Chandigarh, Coimbatore, Cochin, Ludhiana,
Pune, Trivandrum, Simla, Gurgaon, etc. South India has embarked on the road of general store
shopping that meets daily needs, which has affected various urban communities, including the
numerous hypermarkets that pop up every day.

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Retail Companies in India

India is a very diverse place as it follows some old rules in the retail industry and its cause is
small retail shops which is been spread across the country. Around 78% market is covered by
shopkeepers and their count is around 12 million which gives tough competition to the retail
industry. And from this scenario, the Indian retail industry appears to be backward not only in
the world comparison also in Asian countries too. That’s why there are very a smaller number of
big names to take here as it only covers 22% of the market but somehow, they are powerful and
well established.

Table-1 COMPETITORS OF SHOPPERS STOP IN RETAIL INDUSTRY

Revenue Stores Employees ROE Market Sales

cap. growth
Reliance 1,30,566crore 10,415 1 lakh plus 8.27% 1,438cr 11.68%
Retail Ltd.
Avenue 21,137cr 176 7,713 17.45% 144,023cr 32.58%
Supermart
ABFRL 8,270 cr 2714 23000 plus 25.56% 19,737 cr 10.39%

Trent 2708 cr 264 8000+ 6.08% 21124 cr 19.39%

Limited
Shoppers 3,487 cr 210 7416 7.5% 3522 cr 8.00%
STOP

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 Top Listed Retail Companies in India

Reliance retail limited

Reliance retail limited is the largest retail limited in India it is the largest in revenue, profitability,
and scale it was founded in 2006 and it is a subsidiary of reliance industries limited. there are 45
subsidiaries and divisions of reliance retail.

As of now, reliance limited came up with the jio mart which is creating a new kind of aura in the
market. India’s biggest retail company is engaged in the business of retail products and services
across the five key consumption baskets

Fashion and Lifestyle

Consumer Electronics
Grocery
Petro Retail and
Connectivity

Avenue Supermarts LTD

D-mart is a one-stop supermarket chain their main aim is to offer customers a wide range of
home and personal products in one roof. they offer us beauty products, garments, kitchenware,
home appliances, food, and more.

Aditya Birla fashion & retail limited

Aditya Birla fashion and retail ltd emerged after the consolidation of the branded apparel
business of Aditya Birla Group comprising ABNL’s Madhuri fashion division and ABNL’s
subsidiaries pantaloons fashion and retail (PFRL) and Madhuri fashion &lifestyle (MFL) in May
2015 after merging PFRL it is renamed as Aditya Birla fashion and retail ltd. ABFRL is India's
no 1 fashion lifestyle entity which is serving fashion at affordable prices

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 Shoppers stop

Established in 1991 the company got engaged in the business of a retailing range of consumer
and household products through departmental stores. the company’s retail segment includes
apparel, household items, food products, etc the company also offers national and international
brands in all products, the companies the main motto was to provide premium products.

Trent limited

Trent limited’s one of the known brands is (Westside) it is known mostly for its apparel stores in
India. Trent limited has also opened some different stores in India like star bazaar, fashion yatra
but they are limited to tier2 cities because of their premium image. They also offer books and
music in their stores

V-mart

V-mart limited is a very well-known brand in the Indian market because of its extensive reach to
its customers. V-mart limited (VMRL) was incorporated as varin commercial private limited in
2002 and the name was changed in 2006 to V-mart retail Pvt. ltd band in 2008 the constitution
was changed to make it a public limited entity and the name was changed to the present one. V-
mart is famous because there offers like 50% off on a day on any product it serves as a
departmental store and apparel in one roof.

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CHAPTER 2

2.1. Introduction:

About the Company

Shoppers Stop was founded in the year 1991 in the suburbs of Mumbai, it is a department store
chain which is owned by K Raheja Corp. The current MD and CEO are Venu Nair, and the
chairmen are Mr. B.S. Nagesh succeeded Chandru Raheja in the June of 2018. Shoppers Stop.
operates 84 department stores in 44 cities, as well as premium home concept stores (11 stores),
127 specialty beauty stores of M.A.C, Estée Lauder, Bobbi Brown, Clinique, Smash box, Jo
Malone and Arcelia, and 23 airport doors, occupying an area of 4.5 million sq. ft.

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2.2 Products / Services and Processes/ Facilities

Shoppers Stop has various categories of products to offer like for men, women kids as well as a
very wide range of beauty products and accessories for both men and women. They also offer
products in the home décor range. With all the physical stores it has also now shifted focus on
online services like the official app, website, and orders through WhatsApp. Their loyalty
program First Citizen is one of the most premium and well-known in the retail sector. Their
loyalty program brings more customers than any other competitor. Unlike their competitors like
lifestyle and central their loyalty program is paid and offers considerably more for that extra
premium.

2.3. Organizational Structure

Shoppers Stop operates mostly on the store-level basis in which the stores have an elaborate
organizational structure and above the store, the level is mostly handled by the head office
situated in Mumbai, India.

In the store the hierarchy starts from:

A unit head which is the store manager of shoppers stop

Then, ROM, under ROM fore people are there like DM, HR HEAD, RBI HEAD, AND
TRAINEES. ROM is responsible for making reports and knowing about the consequences that
are happening in the store.

After ROM, ADMIN HEAD, MAINTAINANCE HEAD, HEAD VM, HEAD MARKETING
CASHIER, AND HEAD SECURITY.

THE FOLLOWING ORGANISATIONAL HIERARCHY IS SHOWN ON THE NEXT PAGE

UNIT HEAD

ROM
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 DM HR HEAD RBI HEAD TRAINEES

UNIT HEAD

CCA

ADMIN HEAD

MAINTENANCE
HEAD

HEAD VM

HEAD
MARKETING

HEAD CASHIER

HEAD SECURITY

2.4. Organization Business Profile

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On October 27, 1991, the first store opened in Andheri, Mumbai. In 2006, the company opened
its 22nd store in Lucknow. He partnered with Nuance Group AG in 2007 to build stores at
Mumbai T1 Airport and Bangalore. Delivery stores were launched in major cities in India in
2008, and smartphone apps were launched in 2016. In June 2018, the board of directors of the
distribution chain was reorganized and advertiser Chandru L Raheja resigned from his term as
discontinuous president. Over 20 years. at work. Dr. Nagesh took over as Chandru Raheja's
successor.

Shopper's Stop is a department store chain with stores in 40 cities and 86 different locations
across India. We offer products related to men's fashion such as Indie, western, shoes,
accessories, watches, sunglasses, jewelry, body care products, and perfumes. There is a wider
variety of products for women such as indie, western, pajamas, shoes, bags, wallets, watches,
sunglasses, jewelry, travel, and perfume. Women also have many beauty products such as
makeup, skincare, hair care products, body manicure tools, and accessories. The child is also
another target shopping customer. You can also choose from a wide range of product categories
such as boys, girls, toys, babies, school essentials, shoes, watches, and accessories. Home stop is
Shoppers Stop furniture and shop chairs, and some of the categories in this product line are
Kitchen and Dining Furniture smart storage and organization Linen Bathroom Appliances Other
Relevant information
in-store I joined during my summer internship Program I was appointed by Nitish Arora. He is a
department manager and during his physical activity in the store, he sees many processes and
procedures that make the stores run more smoothly. Seventy-five percent of our customers are
members of the Shoppers Stop First Citizen Program, which has been recognized as the best
loyalty program in the nation many times in the past. During the virtual internship, I was tasked
with comparing Shoppers' Stop loyalty programs with other competitors such as Westside,
Lifestyle, and Central., First Citizen came out to be the most complete and most adaptable.
Customers enroll themselves into the program as soon as their first purchase from any of the
stores.

2.5. Competition Analysis

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1. Lifestyle: It was started in India in the year 1999. Lifestyle is an Indian retail fashion
brand owned by the Landmark Group, Dubai-based retail, and hospitality group.
Lifestyle's product catalog includes Indian and western apparel, footwear, purses,
cosmetic items, and fashion accessories for men, women, and children from a variety of
national and international brands. Lifestyle has 80 stores in pan India. Lifestyle is the part
of Landmark group, so it has two different loyalty programs also one is Lifestyle edge
which is an in-house loyalty program, and another is Landmark Loyalty Program which
works on all the brands in its portfolio.

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 2. Westside: Trent Limited (a portmanteau of Tata Retail Enterprise) is Tata Group's retail
division. Trent was founded in 1998 and manages Westside, headquartered in Mumbai,
Maharashtra. Under the Westside brand, Zudio, an affordable apparel brand, the company
operates over 200 retail locations ranging in size from 8,000 to 34,000 square feet in 82
major Indian cities. The company has 115 locations in 12 different cities. Trent also
manages Star Bazaar, a chain of ten hypermarkets and 26 supermarkets in eight Indian
cities.

3. Central: Central is India's first seamless shop and Future Group's largest lifestyle retail
brand. It provides a huge catalog of products to its customers with over 1000 top brands
to choose from in categories such as clothes, cosmetics, fragrances, eyewear, watches,
accessories, sportswear, toys, mobiles, electronics, home, and much more for the entire
family. Central shops are large-format stores with over 500 domestic and international
brands across numerous categories, ranging in size from 60,000 square feet to 2,30,000
square feet. Food courts, restaurants, supermarkets, and electronics superstores are
commonly included in these stores, which are often placed in stand-alone sites. Around
2.4 million square feet of retail space is operated by the retail model.

2.6. Industry Analysis

Shoppers Stop is a company that works in the organized retail market. The Indian retail industry
has become one of the most dynamic and fast-paced industries as a result of the entry of many
new enterprises. Total consumption expenditure is expected to reach almost US$ 3,600 billion by
2020, up from US$ 1,824 billion in 2017. It accounts for more than 10% of the country's GDP
and employs roughly 8% of the workforce. India's retail industry is the fifth-largest in the world.
There are six major categories in the retail industry:

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1. Retailers of food

2. Products for Health and Beauty

3. Footwear and Clothing

4. Household Goods and Furniture

5. Long-Lasting Products

6. Personal Items & Recreation India's retail sector is divided into two distinct segments. Large
business houses such as Shoppers Stop, Aditya Birla Group, Reliance Retail, Future Group, and
Avenue Supermarkets make up organized retail. Small retail outlets such as Kirana stores,
restaurants, and medical stores make up unorganized retail.

The country's e-commerce market is steadily growing. Customers can choose from an ever-
expanding assortment of things at reasonable costs. In the retail industry, e-commerce is creating
the most disruption, and this trend is projected to continue in the future years. Digital retail
channels should be used by retailers (E-commerce), Mobile shopping is predicted to increase at a
21 percent annual rate over the next four years, propelling India's e-commerce market to US$
111 billion by 2024. In 2020, the most common online payment methods were digital wallets (40
percent), credit cards (15 percent), and debit cards (5 percent) (15 percent). By 2024, retail
internet penetration is predicted to increase to 10.7%, up from 4.7 percent in 2019.

2.7. SWOT Analysis

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Strength

1. Loyalty Program: Shoppers Stop offers a well-known First Citizen Loyalty Program that has
been recognized as one of the best retail loyalty programs in the country on numerous occasions.
According to the corporation, nearly all of its clients have signed up for the program. Only
members of the program account for more than 75% of total sales. Silver, Gold, Platinum, and
Black are the four tiers of its loyalty program. Each of these four tiers can be upgraded
separately. Unlike competitors such as lifestyle and central, which offer free enrollment, the First
Citizen loyalty program is charged. A consumer must pay Rs. 4500 to enroll in the Black card
tier of membership for the first time, and this must be done every year for renewal of the card.
According to the Customer Feedback survey I conducted at the physical internship, customers
are really glad to be a part of the program from shoppers stop.

2. Many brands under one roof: Shoppers Stop serves as a one-stop-shop for customers' fashion
needs. Customers find it very convenient since they do not have to go to different places to buy
different products. As shoppers stop, there are hundreds of brands ranging from national to
worldwide brands and with vast variation in themselves. Men, Women, Cosmetics, Non-
Apparels such as Watches, and Home Décor are the key product categories.

3. Market Presence: Shoppers Stop operates 86 locations in 43 cities across India, making it one
of the country's largest department store chains with a large workforce. Customers from the
upper-middle-class flock to these establishments, making consumer walk-ins among the highest

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in the industry. Shoppers Stop has accepted to sell products through online channels such as
Amazon and its website and mobile application in addition to its physical presence.

Weakness

1. Retail Industry Slowing: Customers have been divided as the retail sector has plateaued over
the previous decade due to the meteoric development of internet shopping. The COVID-19
pandemic has also taken a toll on it; according to an OECD report, clothes retail sales in the
United States dropped by 89.3 percent. In India, the situation was nearly identical. Customers are
now preferring to stay at home and shop from home to have fewer in-person interactions.

2. Promotional Strategies: Shoppers Stop does not typically advertise on mass market media such
as television, newspapers, or radio. The promotion strategy is primarily below the line, such as
in-store promotions, telemarketing, and social media handles, among other things. Some of the
company's competitors are Landmark Group's lifestyle and ATL Promotions, which is run by
Central.

Opportunity

1. Rising Income in the Country: As India shows good economic growth, more and more
people from the lower middle class would become prospective customers for Shoppers Stop as it
mainly caters to upper-middle-class segments of customers. According to Statista Indian
population can be divided into 4 major income chunks with 15 million people are earning above
100,000 US$ to 1 million US$. And the number of people earning from 10,000 US$ to 100,000
US$ is 189 million, so there is a lot of income gap and better economic policies would accelerate
the income parity.

2. E-commerce presence: As Shoppers Stop sell their items internet, utilizing their versatile
application, site, and Amazon, it can likewise sell through Flipkart and Myntra as well. Both of
these stages have an extremely enormous client base and it would likewise expand retail
locations for the organization.

Threats

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1. Increasing brand awareness: As individuals think about various brands and make
inclinations dependent on their involvement in that, it is truly challenging to advance in-house
brands like Shoppers Stop has Stop, Frattini, Haute Curry, and so forth In-house brands have
seen a decrease in deals from the beyond a couple of years because of expanding contest with
different brands under a similar rooftop. The in-house brands from Shoppers Stop don't have that
brand picture or mindfulness as a portion of the other individual brands have for instance
Tommy Hilfiger or Louis Phillipe and so forth

2. Uncertain Retail Sectoral Future: In India retail area have gigantic ramifications by the
PESTLE world which incorporates Political Changes, Economics strategies, Technological up-
gradation, or Law and Ecological ramifications. Some different ventures might not muchly affect
them yet the retail area is a client confronting the industry, this accompanies added stuff of
liabilities and changes that must be made on a successive premise.

2.8. PESTEL Framework Analysis of Company

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PESTEL Analysis of Shoppers Stop helps us to analyses brands on different business tactics.
Shoppers stop analysis examine that how various external factors like Political, Economic,
Social, Technological (PEST), Which or indirectly impacts the business along with Legal and
environmental factor and helps to understand the market dynamics and improve its business
continuously.

Political Factor/Legal :

Shoppers Stop has locations across the country. And the government's laws, rules, and
regulations have an impact on a firm's operations in the country, resulting in the company having
to pay a large fine (penalties) or being unable to operate properly. As a result, the political
component is the most essential aspect in determining the existence of any company. Due to
trade restrictions and taxation imposed on the shopper’s stop's products, the profitability of
different brands accessible in the store may be impacted. Political stability aids the company's
capacity to run efficiently. Government pricing regulations can sometimes have a significant
impact on a company. and its shifting policies may result in a shift in the political landscape,
which could have an impact on the company. As a result, the country's growth and expansion no
longer necessitate a thorough examination of its political components.

Economical Factor

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Exchange rates, interest rates, employment, inflation, firm structure, and labor market conditions
are all crucial economic factors that influence where customers stop.

Inflation may have an influence on net sales for companies like Shoppers Stop because
individuals prefer to buy cheaper products, which could lead to a decrease in brand loyalty. The
state of the labor market and the rate of unemployment aid in determining how much a firm will
spend on its human resources. The higher the unemployment rate, the cheaper labor will be, and
bank owners will have an impact on client purchases in the shop, which is partly due to broader
economic factors. Detailed research of such factors can aid the decision-making process. firm to
look into the future and make strategic decisions.

Social factors:
The social elements that impact shoppers are listed below. Social factors that influence what you
store include access to internet purchasing, time spent shopping online vs. offline, classroom
dispersion, and the level of social interest. If properly examined, these criteria can also help
identify how to attract leads and which marketing resources should be used. The birth rate can
also be a good predictor of demand in the future. Social awareness and current trends have an
impact on corporate operations and should be assessed on a regular basis. Furthermore, analysts
may possess unique abilities, which are beneficial to those who live in a society where firms
maximise and exploit chances.

Technical Factors:

Customers need to know about the new payment options and applications available to them, thus
Shoppers Stop has to know about them. It is ready to use and integrate into your store right away.
Companies should focus not only on technological goals, but also on improving supply chains, in
research and development. Investing in R&D allows businesses to become more long-term
sustainable through innovation and pioneering benefits. We must also assess the acceptability of
sophisticated technologies before adjusting to them. Another technology component that
businesses must invest in is social media marketing, which is necessary in today's business
environment. Because the lifecycles of fashion products are so short, the company must maintain
a strong product line with frequent inventory changes and a flexible and cost-effective supply
chain.

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2.7 Michael Porter’s Five Forces Model- Industry Analysis

Shoppers Stop Porter’s Five Forces

Stop Targeting Shoppers The Porter Five Forces model depicts an industry's competitive climate.
It is a strategic instrument that is used to avoid or limit the danger of losing the organization's
competitive advantage, as well as to assure the long-term profitability of the products. The
organisation adheres to its goal since it allows them to focus their innovation in terms of
investment and strategy decisions. The following forces affect the profitability of enterprises in
the industry:

 Competitive rivalry
 Threats of new entrants
 Threats of substitute
 Bargaining power of suppliers
 Bargaining power of customers

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Structure of porter’s five forces analysis

Competitive rivalry

Competitors help companies determine the profitability of a fiercely competing industry to

maintain their advantage in the industry. Buyers' competition no longer targets people based on
diversity, industry growth, or entry restrictions. An analysis of brands and goods, their strengths
and weaknesses, as well as strategies, competitors, and market share, is called competitors.

Threats of new entrants

Existing enterprises in the market have the power to erect barriers to new entrants to prevent
them from entering the industry. New businesses or businesses that want to sell themselves are
examples of organizations. Industrial and legal barriers can both be encountered. Aside from
that, the size and reputation of existing enterprises in the industry play a vital impact. In addition,
entry fees, access to resources, cultural barriers, and technology norms all play a role in
influencing new market entrants' decisions.

Threat of Substitutes

Consumers have ceased looking for alternatives that are available on the market for a reasonable
price. Because of technological and technological advancements, such products are winning.
Because products manufactured by companies that already exist on the market and use the same
technology, rather than being replaced by-products that are better in terms of price and quality
and are produced in highly profitable sectors, are manufactured by companies that already exist
on the market and use the same technology. Substitute products are risky because businesses are
continually under threat of change.

Because it limits the profitability of the industry by putting a price limitation for fear of being
included in another program, the high threat of replacement leads to reduced earnings.

Bargaining power of suppliers

Suppliers with more clout can demand higher rates while limiting the quality and quantity of a

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product or service, or by shifting costs to another industry participant. Many of the conditions
imposed by suppliers include price hikes while sacrificing quality and quantity.

The negotiating strength of the marketer is strong if:

• it is more focused than the industry to which it sells; and

• it does not rely too heavily on the industry for its benefits.

• If transferring suppliers or firms located near supplier sites are too expensive for industry
stakeholders;

• Suppliers' product offerings are highly diverse.

Bargaining power of customers

Consumers with more bargaining power can make a major contribution to market providers'
advantage by establishing conditions that do not overwhelm them in terms of price, quality, or
service. As a result, firms must carefully select clients to avoid becoming overly reliant on them.
Consumers have less or more influence depending on their level of interest and focus on this
product.

By driving down costs and demanding improved quality and services, powerful customers were
able to put strong assets on the defensive, resulting in price and quantity rivalry between industry
participants. Consumers Have Lost Their Focus When it comes to negotiations, small consumers
are seen as powerful, especially if the business is price sensitive, as consumers can persuade
suppliers to cut costs.

If possible, the consumer is believed to have the most purchasing power:

• Depending on the size of the providers, if the number of consumers is restricted or each
customer buys a considerable amount.

• Industry products are created the same way or differently, and replacement costs are modest. •
Products in the industry are made the same or different.

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2.9. The VRIO Analysis

The VRIO analysis, which is an extension of Shoppers Stop Targeting's PESTEL analysis,
allows businesses to better evaluate their resources, competitiveness, price proposition, and
market value. Stop Targeting VRIO Model to Analyze the Organization's Priorities is a basic
consumer concept. This could include things like effective procurement, value chain
management, technology, or other factors that add value to the firm while also allowing the
company to give the same value to the client.

It also investigates typical problems inside the organization. Such a performance or strength
study is critical since it helps the organization gain a small competitive advantage over its
competitors. Organizational value analysis provides management with feedback and a solution
for developing a market utilizing local value creation resources.

Furthermore, it determines Imitable objects. These are factors that the organization (other
players) can easily monitor and should be taken into account. Furthermore, the object of
imitation creates objects that are impossible to quantify by another organization. These
benchmarks enable the company to maintain market rivalry and, as a result, boost the odds of
long-term sustainability.

Finally, the Organization's feature comprises the company's resources and operations. This
commitment allows the company to determine what new resources or functions are required, as
well as which need to be upgraded in the long run.

Overall, conducting VRIO research has the benefit of determining the market's current level of
competitiveness. Such tenacity is required for the company to expand in the marketplace and
maintain a reasonable profit margin. Moreover, It gives the organization a clear idea of what is
important and immeasurable things that can be easily imitated in the long run, thus preparing the
organization to use what is important to please the customer and improve continuous
competitiveness, or to improve its value and decorative power to improve strong market
competition. The company remains profitable, allowing it to maintain a long-term market share.

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 Chapter – 3 THE PROBLEM ON HAND

3.1. Methodology and Problem statement

On my internship, while working for 60 days for shoppers stop, we worked on hybrid mode i.e.,
online as well as offline. While working online (work from home) for around 35 days I got
exposure to know about the industry and working culture of the industry.

When I started to work offline, I went through the various department to know about the various
works that happen in the various department. In shoppers stop I also got chance to work in SFS
(ship from store) which handle all the online shopping orders which customer place online
through official App or Website.

There I went some several problems that help the organization to save their time as well as the
losses that happen due to those problems.

Problems are as follows: -

1. Inward and outward process

2. While handover the products to the delivery partner sometimes counting of orders might
get wrong.
3. After packaging the product shipping is being pasted on the top of the packet if pasted
wrong then the shipment will be delivered to the wrong address.

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 Chapter-4

Data collection and analysis

4.1 – Sampling Frame

For the data collection, the first thing that I have done is that I have categorized those customers
who are coming to the store and not buying anything. They only come and explore our different
products in a different section. I categorize them into prospective buyers who first see the
product and buy the product on our online app/ website.

The second categorization that I have done is those customers who come to our store and select
product, but the sizes are not available. in that case, what we do is that the customer service
executive who is attending to the customer will suggest the customer buy that product online on
our shopping app/website.

So, for that, I have prepared a set of questionnaires which I ask them while they are doing
shopping and taking their valuable feedback which I used for the data collection. I also got a list
of online shoppers who have shopped online from our store in which the organization has
provided our phone number along with the name and the type of customer they are like black
cardholder and all.

4.2 – Data collection Method

For data collection, I have prepared some sets of a questionnaire which I ask to them while they
are doing shopping and taking their valuable feedback which I used for the data collection. I also
got a list of online shoppers who have shopped online from our store in which the organization
has provided our phone number along with the name and the type of customer they are like black
cardholder and all. I also make the call to that customer for taking their valuable feedback which
I will be going to use in my research project.

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4.3 – Source of data collection

Primar1y data – Primary data means the original data which is collected from the customer
when there is any problem observed in the organization or keeping a problem/purpose in mind. I
collected my primary data directly from the customers of shoppers stop which have not been
altered and its validity is greater than the secondary data.

I collected this data through several processes like: -

1. Survey
2. Questionnaire
3. Interviews
4. And my observations while working in the store physically.

Secondary data: - Coming to the secondary data that I got from the organization is the data
which online customer has shopped from our website in that it is clearly shown that which brand
the customer preferring the most.

This type of data we can obtain from the organization for which we are working, including their
literature, industry survey, etc.

4.4 – Presentation and processing of data for analysis

The first thing that I did with data is: -

 Data cleaning- In data cleaning I deal with all the missing values of the data
 Make the data ready for analysis.

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4.5 - Conclusion

Primary research entails the use of the primary data that is being used for analysis which gives us
an idea about the current market conditions as primary data is original data and unique which is
collected from the customer directly through various modes whereas the secondary data can be
easily assessable if we are working in any organization but this data will have to go through
different treatments like statistical treatment to work on. This data are not having proper
information that will help us to Analyze the current market conditions as specific information is
not available in that data.

34
 Chapter – 5

5. Data Analysis and Interpretation

5.1 Choice of data analysis technique

Coming to the data analysis techniques that I used in my research project involves multiple tasks
like:-

1. Gathering of data
2. Cleaning of data
3. Organizing of data

First I prepared a set of questions I collected 111 responses by communicating with the customer
by taking their feedback. After all these process then its time to analyze my data that have
prepared so that I can do my analysis. I use the PIVOT TABLE tool in MS-Excel which helps
me categorize, summarise, reorganize, sorting, group, count, total, or find the average of the data
set.

So, in the pivot table, I categorize the date depending on different situations like

1. Which brand people are preferring the most

2. Which category of product they are buying.
3. Which online platform do shoppers stop customers from preferring to buy from?

Depending on these types of situations I tried to get some meaningful output from the dataset
that I have collected.

5.2 Outcomes and interpretation of outcomes

35
 Cat e gory wis e pre fe re nce

20
15
10
5 Total
0
r ie
s
tics ear ear ear ort ear es hes c ... c ... ear
so sme al w al w al w s sp ts w rfu m tc ni ni otw
s n a he he
ce co asu asu rm Me spo
r pe w
et s et sf
o
ac c c o n n
s n sf en
s e en me
kid me en om m
wo
m m W wo

(Fig-2 category wise preference of brands that the customer are buying from shoppers stop)

The first graph that I have pasted is about “category wise preference of brands that the customer
are buying from shoppers stop ”. I have floated a series of questionnaires to the customer
Shoppers stop and got 111 responses.

Out of 111 responses,

 16 people preferred home section product,

 14 people preferred women casualwear
 13 people prefer perfumes
 13 people preferred kids wear
 12 people will prefer Men’s casual wear
 6 people prefer sports ware
 5 people prefer to watch
 Eight people preferred women’s ethnic wear
 Three people preferred lingerie And so on.

36
So from this graph we come to conclusion that that while shopping online most of the people
add preferring to buy products from home section, woman casual wear , kids wear, Men’s
casual wear.

Brand
25
20
15
10
Total
5
0
N EN ER A DS FTI NS ER Y A I Y S A L
O
D U FI PU E KI U JEA OP
S G M IV RIS TIN LLE AN ER MA
N E L M E R R A A JE R R AJ
O HA F FAB LIO HE
L O N H HI PEP PP EC
K A Y I
L LE E
C INA
ZIN V MM PHI L
TO UIS ARO
LO C

(Fig-3 Brand Preference at shopper stop)

 20 people prefer to buy a brand like a stop which is a private level of shoppers stop
 12 people prefer to buy brands like Ivy which is a home section Brand
 8 people prefer to buy life brand
 Four people prefer to buy proline
 5 people preferred to buy Antonio Banderas which is a handbag product and so on.

So like if we talk about the most selling brand shoppers stop is moreover promoting its
private-label brand i.e. Stop, life and Antonio Banderas

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 Modes of Shopping

Standalone Stores
Online Stores
Malls
Depends on the situation and
the amount of shopping

(Fig-4 Modes of Shopping)

The first graph that I have pasted is about “different modes of shopping that customers prefer to
shop from”. I have floated a series of questionnaires to the customer Shoppers stop and got 111
responses.

So, Out of 111 responses,

 50% of people preferred to shop offline from malls as they are more conscious about the
products that are purchasing
 29% of people prefer to shop from online stores or the application/website of different
brands like shopper stop, lifestyle, Myntra, Max, and so on.
 While 19% of people preferred to shop from Standalone store
 While 2% of people preferred to shop from online as well as offline stores depending on
the situation and amount of shopping.

38
 Online shopping applicati on
40
35
30
25
20
15
10 Total
5
0
io on t le ax s
Aj az ka
r
sty M ntra oon Sto
p
i p y l
Am Fl i fe M nt
a r s
L
Pa ppe
o
Sh

Fig-5 preferences of different brands that the customer are buying from shoppers stop

The first graph that I have pasted is about “preferences of different brands that the customer are
buying from shoppers stop ”. I have floated a series of questionnaires to the customer Shoppers
stop and got 111 responses.

Out of 111 responses,

 38 people prefer to buy from our shoppers stop the application

 19 people prefer to buy from Ajio
 17 people from Myntra
 13 people from lifestyle
 7 from pantaloons
 7 from Amazon
 and 4 from Flipkart

39
So from this survey, he got to know that most of the people are more comfortable in our stop
application followed by Ajio, Myntra, lifestyle, and so on.

Chapter - 6

RECOMMENDATION

6.1 Brief description of Recommendation.

Based on data analysis, few Recommendations were given to the organization like: -

1. Shoppers stop application is having some technical issue. It lags sometimes.

2. Also the homepage of the mobile application should be updated.

3. Inward and the outward process should be more précised.

4. Keywords search should be more accurate and precise.

6.2 Detail of each recommendation, discussion of its technical sustainability.

1. Shoppers stop application is having some technical issue. It lags sometimes.

The main problem that I found is that shoppers' stop application is lagging sometimes even on a
good internet connection.

2. Also the homepage of the mobile application should be updated.

While opening the shoppers stop application the page that appears first, I found that the color
combination of the page is good but the product is more cohesive form if the customer has to
find the product category of its own choice they have to swipe right which most of the customers
didn’t prefer usually what they do they towards the bottom and try to find the product. so
shoppers stop need to modify their products.

40
4. Keywords search should be more accurate and précised: -

While analyzing the shoppers stop the application, I found that the shoppers stop application
keywords are not too much accurate.

Keywords used—white shirt

I used the white shirt as a keyword and found that the shopper stop application is more
accurate than the other competitor's apps. after searching the result are of some of the
premium brands like LIFE, LOUIS PHILLIPE, JACK AND JONES, STOP, Calvin Klein and many more
which ranges from Rs 489-5999 and more.

After that when I searched Louis Phillipe's white shirt the result that I saw are of different
private label brands white shirt appears.

As we all know that shopper’s shop is well known for the brands that they are offering and
targeting the premium customers. If the customers are willing to buy some expensive brands
from our online shopping app and the searched appeared cheaper product then the
organization must bear the loss as they have sold the product, but they have generated less
revenue than expected.

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6.3 Suggested schemes of implementation, Precaution and Monitoring System

Monitoring System-

First, if we talk about the AI/UI of the shoppers stop app shoppers stop should
focus more on their webpage analytics from there they got to know about where
their customers are clicking the most this will help shoppers stop to know that
whether the customer is going through all the products or not.

And second thing through their web analytics they all got to monitor that how
much timing the webpage is taking to load completely. If the webpage is taking
too much time or consuming a large amount of data, then they should work on
that.

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 Chapter - 7

CONCLUDING REMARKS

7.1. Gains from the project

 Feedback from customers is the major source of improvement.

 I improved my public speaking and my confidence.
 Factors affect the consumer's buying behavior.
 The customers are having different perceptions before coming to different formats.

 Know that how different retail formats work.

7.2. Limitation of the project

 The major limitation of my research work is that our research work is very monotonous.
Sometimes I could not find spare time for myself.
 It is very difficult to convince the customer to give their feedback. And the most difficult
this to get ready the customer to give their responses after calling them.

 Summer trainees were asked only to conduct surveys other learnings were not
specifically undertaken.

7.3. Conclusion

This was one of the great experiences while working with shoppers stop I interacted with more
than 1000 customers in the completion of my research work.

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Resources

Links- https://www.ibef.org/industry/retail-india.aspx

https://www.mbaskool.com/marketing-mix/services/17031-shoppers-stop.html

https://en.wikipedia.org/wiki/Retail

https://en.wikipedia.org/wiki/Shoppers_Stop

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