A PROJECT REPORT ON

BUYING BEHAVIOUR OF A CONSUMER IN A RETAIL

STORE with special reference to SHOPPERS STOP

DEPARTMENT OF BUSINESS ADMINISTRATION

SILIGURI INSTITUTE OF TECHNOLOGY

AFFILIATED
TO

MAULANA ABUL KALAM AZAD UNIVERSITY

OF TECHNOLOGY

SUBMITTED
BY: -

ANWESA CHAKRABORTY
REGISTRATION NO: 213342005010028
ROLL NO: 33405021029

UNDER THE SUPERVISION OF

SANDEEPA ROY(DM)
 SILIGURI INSTITUTE OF
TECHNOLOGY

CERTIFICATE

This is to certify that the major project (BBA) entitled “A PROJECT REPORT ON BUYING
BEHAVIOUR OF A CONSUMER IN A RETAIL STORE AT SHOPPERS STOP” by
ANWESA CHAKRABORTY, from department of BBA bearing ROLL NO. 33405021029 is
an authentic work carried out by her at Siliguri Institute of Technology under my guidance.
The matter embodied in this project work has not been submitted earlier for the award of any
degree or diploma to the best of my knowledge and belief.

DATE:

PARAMITA CHAKRABORTY
ASST. PROFESSOR BBA DEPT.
SILIGIRI INSTITUTE OF TECHNOLOGY
 ACKNOWLEDGEMENT

I have taken efforts in this project. However, it would not have been possible without the kind
support and help of many individuals and Shoppers Stop Siliguri. I would like to extend my
sincere thanks to all of them.

I am highly indebted to Siliguri Institute of Technology for their guidance and constant
supervision as well as for providing necessary information regarding the project & also for
their support in completing the project.

I would like to express my gratitude towards my Senior Manager and HR of the organization
for their kind co-operation and encouragement which help me in completion of this project.
My thanks and appreciations also go to my colleague in developing the project and people
who have willingly helped me out.

DECLACRATION
 SILIGURI INSTITUTE OF TECHNOLOGY

S.I.T CAMPUS, SALBARI, HILL CART ROAD, POST OFFICE - SUKNA, SILIGURI, DISTRICT -

DARJEELING, PIN CODE - 734009, WEST BENGAL (WB), INDIA

TO WHOM IT MAY CONCERN

This is to certify that the project report entitled ‘Buying behaviour of a consumer’, is
submitted by Anwesa Chakraborty bearing registration number 213342005010028 of 2021-
2024 and roll number 33405021029 for the partial fulfilment of the degree.

This study has not been submitted to any other institution or university for the award
of any other degree. This report has been checked for plagiarism by the college and
the similarity index is within permissible limits set by the college. It is an authentic
record of my own work carried.

SIGNATURE OF STUDENT:

SIGNATURE OF PROJECT GUIDE:

Department of Business Administration

Siliguri Institute of Technology

 CONTENT

CHAPTER 1: INTRODUCTION
CHAPTER 2: COMPANY PROFILE
CHAPTER 3: ABOUT THE PROJECT
CHAPTER 4: RESEARCH METHODOLOGY
CHAPTER 5: DATA ANALYSIS AND INTERPRETATION
CHAPTER 6: LIMITATIONS
CHAPTER 7: CONCLUSIONS AND RECOMMENDATIONS
CHAPTER 8: BIBLIOGRAPHY
 ABSTRACT

The retail sector is tending to spread quickly in India over the last few decades. The Indian
retail industry is composed of organized and unorganized retail markets. It has experienced
high growth over the last few years with a recognizable focus towards organized retailing
formats. The industry is shifting towards a modern concept of retailing.

As India’s retail industry is combatively expanding itself, great demand for retail outlets is
being created. Moreover, easy availability of debit/credit cards has contributed significantly
to a strong and retail consumer culture in India. Customers are becoming more powerful,
more knowledgeable and more sophisticated, and research into modern consumer behaviour
is increasingly significant for the retailing sector.

Store attributes are important to consumers when they make the decision where to shop.
Store attributes are presented by retailers according to their specific functional strategies.
Store attributes must be offered that are desired by the targeted consumer. The challenge to
retailers is to determine which store attributes are relatively more important to the targeted
consumer This changing consumer’s taste and lifestyle, somewhere automatically give some
advantage to organized sector. This makes imperative for unorganized retail sector to
restructure itself in order to withstand the increasing competition and to meet consumer
expectations by moving with trends.

Objectives of the Study

 CHAPTER – 1
INTRODUCTION
Marketing has long been in human civilization, and people in ancient times have only seen
marketing as sales and advertising, but in reality, they have recently been building good
customer relationships and interactions, analysing needs, and fulfilling and satisfying their
will. Impulsive purchase is a form of stimulation. Under today's pools, customer s can get
different products with preferential price and quality. Customers find more balance between
quality, stability, innovation, and the price and convenience of the shopping experience.
According to surveys and economic recession, Indian customer s are more conservative.
Modern retailers use more options to offer all kinds of goods in the same roof. Sudden
purchases are between adolescent middle-aged people and adults. When customer s are not
brand-based with sudden purchases, they buy products at the low cost of products that offer
discounts or other offers.
Customer buying behaviour in retail refers to the patterns of how individuals or groups select,
purchase, use, or dispose of products, services, experiences, or ideas to satisfy their needs and
desires within a retail environment. Many factors, including personal preference, cultural
norms, social influences, and psychological drivers, influence this intricate dance of decision-
making.

Customer’s buying stages and related behaviours

The customer buying process is also a journey that consists of multiple stages, each
characterized by specific behaviours and considerations. Here's an overview of the typical
stages in the customer buying process and the related stuff:

 Need recognition. This initial stage occurs when customers realize they have a
specific need or problem. For instance, an avid runner may notice their running shoes
are worn out, triggering the need for a new pair. Retailers tend to stimulate this
recognition through advertising, showcasing the latest in athletic footwear technology,
or offering promotions on sports gear.

 Information search. Once the need is acknowledged, the consumer seeks

information on how to fulfill it. It often involves online research, reading reviews, or
asking friends for recommendations. A real-case example is the rise of influencer
marketing, where consumers turn to trusted figures on social media to gather opinions
and insights on products.

 Evaluation of alternatives. Armed with information, the shopper evaluates different

products or brands. Criteria such as price, quality, and brand reputation play
significant roles here. For example, a customer deciding between Nike and Adidas
 running shoes might compare their features, prices, and customer reviews to
determine which ones offer the best value for their needs.

 Purchase decision. After considering the options, the customer makes their purchase
decision. However, factors like a salesperson's recommendation or a last-minute
discount can still influence this stage. Online retailers like Amazon excel by offering
seamless checkout processes, customer reviews, and personalized recommendations
that help nudge consumers towards a decision.

 Post-purchase behaviour. Finally, as customers use their purchase, they reflect on

their experience. If the product meets or surpasses their expectations, they remain
satisfied and will likely buy again and recommend the brand to their friends and
family. On the other hand, an unhappy customer will leave a negative review and is
unlikely to return. An illustrative case is Apple's approach to customer service and its
ecosystem, which aims to ensure high satisfaction levels, fostering brand loyalty and
advocacy.

Types of Consumer Behaviour

Behaviour of a consumer depends on some
factors :

 Cultural factors: such as social class, buyer's culture, and subculture.

 Social factors: which greatly influence purchasing behaviour.

 Personal factors: including age, economic situation, and occupation.

 Psychological factors: such as emotions, attitudes, and peer pressure.

 CHAPTER-2
COMPANY PROFILE
Shoppers Stop is an Indian department store chain, owned by the K Raheja Corp. There are
86 stores across 40 cities in India, with clothing, accessories, handbags, shoes, jewelry,
fragrances, cosmetics, health and beauty products.
The company opened its 22nd store at Lucknow in 2006.In 2007, it entered into partnership
with Nuance Group AG, and opened stores in Mumbai T1 and Bengaluru Airports.
An e-store with delivery across major cities in India was launched in 2008, with a smartphone
app in 2016.
In June 2018, the retail chain underwent a board rejig in which promoter Chandru L Raheja
resigned as the non-executive chairman after having served for over two decades.
Company type Public
Traded as BSE: 532638
NSE: SHOPERSTOP
Industry Retail
Founded 1991
Headquarters Mumbai, India
Area served India
Key people B. S. Nagesh (Chairman)
CEO Venu Nair
Services Department store
Revenue ₹19.30 billion (US$240 million)
Number of employees 14,000+
Owner K Raheja Corp
Website www.shoppersstop.com

VISION
Vision of the Shopper’s Stop “To be a Global Retailer in India and Maintain No.1 position in
the Indian Market in the Department Store Category”. This statement was described by the
employee and he told us that as you all know that we are king in our sector so we want to
maintain that position in the market and they are thinking for opening more stores because of
increasing competition. But if we analyze current trend then we have to use wait and watch
policy. He added that, “they are looking festive season as opportunity for their business.
Its goal is to be a global retailer in India and maintain its No.1 position in the Indian market
in the Department Store category.
Values that help us in achieving our mission and vision:

 will not take what is not ours.

 The obligation to dissent (against a viewpoint that is not acceptable).
 will have an environment conducive to openness.
 will believe in innovation.
 will have an environment conducive to development.
 will have the willingness to apologies and forgive.
 will respect our customers' rights.
 will create an environment of trust.
 shall be fair.

MISSION
Its mission is to be an inspirational and trusted brand, transforming customer's lives through
fashion and delightful shopping experience every time.
West Side Family Place is a resource center dedicated to supporting families with young
children. It is a place to meet new friends, gain a sense of community, and to receive ongoing
assistance that helps families to raise healthy, happy children.
 CHAPTER-3
ABOUT THE PROJECT

Objectives
The present study aims with following objectives:

 To know the need for studying Consumer Behaviour.

 To study the Indian Retail Store and Changing Consumer Behaviour.
  To analyse the various factors involving to understand Consumers’ Buying
Behaviour.
 To know the factors influencing the Behaviour of the Consumers

Buying behaviour is Purchase decision making pattern that is a complex amalgam of needs
and desires, and i influenced by actors such as the consumer's

 societal role (parent, spouse, worker, etc.),

 social and cultural environment and norms

 aspirations and inhibitions”. “Retailing is the functions and activities involve in the
selling of commodities directly to consumers”.

The main objective of any company is to generate income, increase sales revenue, analyse the
preferences and preferences of customers, meet the requirements and develop the business.
To achieve this, you need to attract customers by offering more discounts and quality offers.
The retail industry is evolving in India and there is a big change in people's sudden buying
behaviour at Shoppers Stop Store.
It is important for vendors to understand this relationship. The retail sector is a permanent
ever green business segment in the Indian market, and every retail company in the market is
fighting on its own. To keep the minds of customers and to keep customers for a long time.
The current retail sector is moving rapidly towards the next sector. Encourage customers to
buy products without specific lists through promotions, offers, exhibitions, window shopping
and more. Discounts, coupons, combo, truth, low-cost customers can buy products without
special lists.

Customer’s buying behaviour patterns

at shoppers stop
Understanding customer buying behaviour patterns involves recognizing the distinct
archetypes or personas that shoppers typically embody. These personas help businesses tailor
their marketing strategies and product offerings to meet the needs and desires of their target
audience.
  Value seeker: This customer is always on the lookout for the best deal. They spend
time comparing prices and looking for discounts and are more likely to be influenced
by promotions and sales. For instance, a Value Seeker might scour different websites
for the lowest price on a new smartphone, taking advantage of seasonal sales or
coupon codes to get the best possible deal.

 Loyalist: Loyal customers prefer certain brands or stores due to positive experiences,
product quality, and emotional connection. They often make repeat purchases and are
less price-sensitive. For example, a Loyalist might consistently buy their coffee from
the same brand, regardless of price fluctuations, because they trust the taste and
quality.
 Impulse buyer: This type of customer makes spontaneous purchases with little prior
planning or research. Their buying decisions are often driven by emotions or the
immediate appeal of a product. An Impulse Buyer might spontaneously add trendy
clothing to their cart while browsing online, attracted by the item's visual appeal and a
desire for instant gratification.
 Researcher: Researchers take a deliberate approach to shopping, spending
considerable time gathering information, reading reviews, and comparing features
before making a purchase. They value informed decision-making and are less likely to
be influenced by aesthetics. A Researcher, for instance, might spend weeks comparing
different models of laptops, reading technical reviews, and watching comparison
videos before choosing the one that best meets their specific needs.

 Ethical shopper: This persona prioritizes products and brands that align with their
personal values, such as sustainability, fair trade, and ethical manufacturing practices.
They are willing to pay a premium for environmentally friendly or socially
responsible products. An Ethical Shopper might choose a more expensive coffee
brand offering fair trade and organic beans over a cheaper option.

By understanding customer behaviours, retailers can strategically design their stores to

enhance the customer experience and influence purchasing decisions. Retailers can nudge
customers towards certain products by placing popular items at eye level, creating enticing
product displays, or offering samples and promotions. The layout of the store, the ambiance,
and even the background music are all carefully curated elements that can subtly affect a
shopper's mood and willingness to buy. Incorporating this understanding into sales strategies,
marketing initiatives, and advertising campaigns allows for a more targeted approach that can
significantly increase effectiveness.

This profound insight into customer behaviour can inform the development of personalized
marketing messages, tailored advertising content, and strategic product placements, all of
which can lead to increased customer engagement, higher sales, and enhanced brand loyalty.
By aligning sales strategies, marketing, and advertising with customer behaviour insights,
retailers can create a cohesive and compelling shopping experience that resonates with their
target audience, driving immediate purchases and long-term customer relationships.

In essence, consumer behaviour in retail is a multifaceted phenomenon that encompasses the

entire shopping journey — from the moment a need arises, through the selection and
purchase of products, to post-purchase evaluation and potential return visits. Retailers who
master the art of interpreting and responding to consumer behaviour can significantly
enhance customer satisfaction, loyalty, and, ultimately, their bottom line.

Consumer behaviour insights to drive business

 Personalized marketing: Tailoring your marketing messages to meet your
audience's specific needs and preferences can significantly boost engagement
and conversion rates.

 Product development and innovation: Consumer behaviour insights can

guide the development of new products or the improvement of existing ones.

 Enhancing customer experience: Understanding the nuances of how

customers interact with your brand across different touchpoints enables
businesses to refine the customer journey.

 Strategic store layout and merchandising: consumer behaviour insights is

use to design store layouts that optimize the shopping experience. By
understanding how customers navigate their stores and interact with products,
Shoppers Stop creates pathways that encourage exploration and engagement,
strategically placing items to maximize visibility and attractiveness.

 Effective pricing strategies: Insights into consumer price sensitivity and

perceived value can help businesses set prices that customers are willing to
pay while ensuring profitability.
  Targeted advertising: Data on consumer preferences and behaviours enables
businesses to create more effective advertising campaigns by targeting
specific segments with messages that resonate.

 Improving online presence: Online shopping behaviours offer insights into

how businesses can optimize their websites and digital platforms for better
user experiences. By analysing click-through rates, navigation patterns, and
conversion funnels, companies can identify friction points and opportunities
for improvement

 Developing loyalty programs: Insights into what customers value most in

their shopping experience can help businesses design loyalty programs that
reward and encourage repeat business.

By applying consumer behaviour insights across these areas, businesses can create a virtuous
cycle of continuous improvement and growth. The key lies in listening closely to your
customers, interpreting the data with a keen eye, and being ready to adapt and innovate.

Factors Influencing the Behaviour of Consumer

Psychological Factors
Human psychology plays a very significant role in impacting the decision-making process of
consumers. It’s very difficult to precisely measure and evaluate the psychological factors. But
they’re powerful enough to impact consumers’ behaviour and influence their decision. Some
of the main psychological factors are as follows:

 Motivation What motivates a person to use goods and services and what forces
influence them to buy something to consume. Human needs are the powerful motive
behind their consumption decision. When we talk about human needs, there are
different kinds of needs like physiological needs, security needs, love and family
needs, social needs, and self-actualization needs. Physiological needs and security
needs are the most important out of all human needs.

 Perception Unconsciously our mind is always studying and learning from the
environment. We gather information from various sources and our experiences, and
all of these factors create our perception of different products

 Learning When a person goes out shopping and purchases something, he gets to learn
something about the product while using it. The learning process takes time and it
depends on the knowledge, experience, and skill of the consumer.

 Attitudes and Beliefs People have different beliefs and it impacts their purchasing
decision. Consumer’s attitude is also very important and it tells the behaviour of
consumers towards different products. The reason marketers are interested in it is that
the consumer’s attitude towards a certain product creates a brand image of the
company. Even the purpose of their marketing campaigns is to influence consumer’s
attitudes.

Social Factors

We human beings are social beings and we would love to live around people, create societies,
and communities of like-minded people. It’s also our nature to follow the social codes of
society so that the people around us accept us. When we go out for purchase, the choices we
make tell about us to our society. Here are some of the social factors that play their part in
affecting consumer behaviour
  Groups: The group is when two or more people get together and they’ve some
common objective. People in the group usually like-minded people and they would
like to be associated with one another. The group plays a very important role in
influencing the behaviour and choice of other members.

 Family: The family where you’re born shapes and develops our behaviour, character,
and personality. The children follow and learn from their parents. The kind of TV
channels and commercials they watch and the kind of thing they buy impact the
behaviour of children. They do the same thing when they group. We can also say that
the family is the very first school in children.

 Role and Status: We play different roles throughout our lives. Like the role of a
child, brother, sister, siblings, students, professionals, mother, father, daughter, etc.
Every role requires us to behave in a certain way.

Cultural Factors
Culture is a set of codes and values that people or groups follow in a certain community.
That’s why people in different cultures behave differently because they follow the prevailing
values and ideologies of their culture where they are brought up. In other words, culture plays
a very important role in defining the behaviour of consumers. Some of the main cultural
factors are as follows.

 Culture is a strong motivating force and it influences the purchasing behaviour of

consumers to a great extent. A culture comprises a set of codes, values, preferences,
ideologies, needs, wants of the majority of people. We learn our cultural values from
family, relatives, and the people who surround us.
 Subculture Culture is a very wide term and it tells us the values of the whole country.
There are many subcultures within a big culture. Like organizational culture, family
culture, locality culture, vicinity culture, etc.

Economic Factors

Economic factors comprise purchasing power, personal income, market situation, and other
economic variables. For instance, if a country is prosperous, it means people would have
jobs, and people would have extra money for shopping. In such an environment, people
would be confident about their purchasing decision.
Personal Income
Personal income means the money left after minimizing all the expenses. We can also call it a
disposable income. Higher disposable income means that the person would have a higher
buying power.

Family Income
Family income means the accumulative earnings of all the members of the family. When a
family has a higher income, surplus income to be more precise, they would have higher
spending. Higher family income would impact the consumer behaviour of all the members of
the family.

Consumer Credit
When credit card companies make it easier for people to have easier consumer credit, bank
loans, car loans, hire purchase, and other credit options. It means that they want people to
spend more on the economy by providing them easy access to credit.

Liquid Assets
Liquid asset means cash and money in hand, securities, bonds, or in a bank account. It’s those
assets that you can use and convert into cash easily. Higher liquid asset means that the buyer
has more option to spend.
 CHAPTER-4
RESEARCH
METHOTOLOGY
Gathering data on customer behaviour in retail is an art and science. It can be a mix of
traditional observation with cutting-edge technology to uncover the secrets behind shopping
habits. This process helps retailers and marketers craft strategies that resonate deeply with
their target audience. Let's explore the methods that light the way to understanding the
consumer psyche.

Surveys and questionnaires. This classic method involves asking consumers directly about
their preferences, purchasing habits, and satisfaction levels. For instance, a fashion retailer
might send out a survey asking customers about their favourite styles, shopping frequency,
and feedback on recent purchases. Surveys can be conducted online, in-store, or via email,
providing valuable insights straight from the source.

Observational research. Sometimes, watching consumer behaviour in action offers the most
precise insights. Retailers may use in-store cameras or track movement patterns to see how
shoppers navigate the space, which displays attract the most attention, or how long they
engage with certain products.

Sales data analysis. Delving into sales records can reveal patterns in purchasing behaviour,
product popularity, and seasonal trends. By analysing this data, retailers can identify which
products are bestsellers, which need a promotional boost, and how sales correlate with
marketing campaigns.

Social media listening. Consumers often share their opinions and experiences online in
today's digital world. Tools that monitor social media platforms like Hootsuite or Brand
watch can capture mentions of brands, products, and overall sentiment, offering real-time
insights into consumer attitudes.

Loyalty programs. By offering rewards for repeat purchases, loyalty programs encourage
customer retention and collect detailed data on individual shopping habits. This information
can be used to personalize marketing efforts, recommend products, and create targeted
promotions.

Online behaviour tracking. For e-commerce, tracking tools can analyse website visits,
clicks, cart additions, and abandonment to understand how consumers interact with online
platforms. This method helps retailers optimize their websites for better user experiences,
reduce cart abandonment rates, and increase conversions.

Customer feedback. Direct feedback, whether through reviews, comment cards, or customer
service interactions, provides unfiltered insights into consumer satisfaction and areas for
improvement. Negative feedback can be as valuable as positive, highlighting issues that may
not be apparent through other data-gathering methods. Apple, known for its dedication to
customer satisfaction, actively uses feedback to enhance product features and service quality.
 CHAPTER-5
DATA ANSALYSIS AND
INTERPRETATION

COLOUR AGE %

Blue 18-24 80

Red 25-34 14.3

Orange 35-44 2.8

Green 45-54 0

Purple 55+ 2.8

 INTERPRETATION

The data represented in the colour wheel provides insights into the age distribution of visitors
to the store. Here's an interpretation of the findings. The overwhelming majority of visitors,
80%, fall within the 18-24 age group. This indicates that the store is particularly popular
among young adults. The second largest age group, 14.3%, comprises visitors aged 25-34.
While significantly smaller than the 18-24 group, this segment is still important. Visitors
aged 35-44 make up 2.8% of the footfall. This small percentage indicates that the store has
limited appeal to this age group There are no visitors in the 45-54 age group. Similarly, only
2.8% of visitors are aged 55 and above. This indicates minimal interest or relevance of the
store to older adults.

COLOUR GENDER %

Blue Male 74.3

Red Female 25.7

Orange Prefer not to say 0

INTERPRETATION
The data represented in the colour wheel provides insights into the gender distribution of
visitors to the store.

A substantial majority of the visitors, 74.3%, are male. This indicates that the store is
particularly popular among male customers. It suggests that the products, services, or
marketing strategies of the store are highly appealing to men. Female visitors account for
25.7% of the store's footfall. Although significantly smaller than the male segment, this is
still a notable portion of the customer base. It implies that while the store is less frequented
by women. None of the visitors chose to withhold their gender information. This indicates a
clear and straightforward reporting of gender data among the store's visitors.

COLOUR FACTORS %

Blue Price 14.3

Red Brand Recognition 14.3

Orange Product features 17.1

Green Recommendations from 11.4

staff

Purple All of the above 42.9

 INTERPRETATION

Each colour corresponds to a specific factor and its impact is quantified as a percentage of
total influence. Here’s an interpretation of the findings. Price is a significant consideration for
consumers, with 14.3% of respondents indicating it as the primary factor in their purchase
decisions. Equal to the influence of price, brand recognition also plays a crucial role,
influencing 14.3% of consumers. Product features stand out as a major factor, influencing
17.1% of consumers. This indicates that the specific attributes and functionalities of a product
are highly valued by a significant portion of the market, potentially more so than price or
brand. Recommendations from staff impact 11.4% of purchase decisions. While slightly less
influential than the other individual .The largest segment, 42.9%, indicates that consumers are
influenced by a combination of all the aforementioned factors price, brand recognition,
product features, and staff recommendations.

COLOUR VISIT %

Blue Daily 8.6

Red Weekly 20

Orange Monthly 40

Green Less frequently 25.7

Purple This is my first visit 5.7

INTERPRETATION
The data indicates a diverse range of visit frequencies, with the majority of customers (40%)
visiting on a monthly basis. This is followed by those who visit less frequently (25.7%) and
weekly (20%). Daily visitors make up a smaller segment (8.6%), while first-time visitors
account for 5.7%. This distribution suggests that while the store has a strong base of regular
customers, there is also a notable portion of infrequent visitors and a steady influx of new
customers. To capitalize on this, the store could tailor its marketing strategies to enhance the
experience and value for monthly and less frequent shoppers, while also developing targeted
campaigns to convert first-time visitors into regular customers.

COLOUR BUYING BEHAVIOUR %

Blue Planned Purchase 31.4

Red Impulse buy 14.3

Orange It depends on the product 45.7

Green Rarely makes purchase in 8.6

the store

INTERPRETATION

The data reveals a diverse range of buying behaviours among the store’s customers. The
largest segment (45.7%) displays conditional buying behaviour, where their decision to
purchase is influenced by the type of product. Planned purchases are significant, accounting
for 31.4% of the customer base, highlighting the importance of reliable product availability
and store reputation. Impulse buying, while less prevalent (14.3%), underscores the value of
effective in-store marketing and promotions. A smaller portion of customers (8.6%) rarely
make purchases in the store, pointing to potential areas for improvement in customer
engagement and satisfaction.

COLOUR ONLINE ALTERNATIVES %

Blue Very likely 25.7

Red Somewhat likely 22.9

Orange Neutral 48.6

Green Somewhat unlikely 2.8

INTERPRETATION

The data represented in the colour wheel provides insights into the likelihood of customers
considering online alternatives to making purchases in the store. Here's an interpretation of
the findings. A quarter of the customers, 25.7%, are very likely to consider online alternatives
for their purchases. Another 22.9% of customers are somewhat likely to consider online
alternatives. These customers might be influenced by specific factors such as price
comparisons, product availability, or The largest segment, 48.6%, remains neutral about
considering online alternatives. A small percentage, 2.8%, are somewhat unlikely to consider
online alternatives. These customers prefer in-store shopping.

COLOUR SHOPPING EXPERIENCE %

Blue Easily findable product 62.9
Red Need assistance 14.3
Orange Fast and efficient process 8.6
Green Reconsider purchase 5.6
Purple Difficult to navigate 8.6

INTERPRETATION
The data reveals that the majority of customers (62.9%) have a positive shopping experience,
easily finding the products they need. This indicates strong store organization and effective
layout. However, a notable portion of customers (14.3%) requires assistance, emphasizing the
need for accessible and helpful staff. While a smaller group (8.6%) values a fast and efficient
process, ensuring streamlined operations can still contribute positively to the overall shopping
experience. The fact that 5.6% of customers reconsider their purchase suggests that there
might be factors causing hesitation that the store could address to improve conversion rates.
Additionally, the 8.6% of customers who find the store difficult to navigate indicate room for
improvement in store layout and signage.

COLOUR PROGRAMS %
INFLUENCING
DECISSION
Blue Very important 40

Red Somewhat important 14.3

Orange Neutral 40

Green Somewhat unimportant 0

Purple Not important at all 5.5

 INTERPRETATION

The data reveals that a significant majority of customers (54.3%) find programs either very or
somewhat important in influencing their purchase decisions. This underscores the
effectiveness of such programs in attracting and retaining a substantial portion of the
customer base. With 40% of customers being neutral, there is an opportunity to convert this
group into seeing more value in these programs by enhancing their appeal and demonstrating
their benefits more clearly. The very small percentage (5.5%) who find programs not
important at all suggests that while most customers do appreciate these initiatives, a minority
are influenced by different factors.

COLOUR PRICE SENSETIVITY %

Blue Looking for the best deals 62.9

Red Willing to pay a premium 17.1

for quality products
Orange Price is a factor 11.4

Green Rarely consider price when 8.6

making a purchase
 INTERPRETATION

The data indicates a strong price sensitivity among the majority of the store's customers, with
62.9% looking for the best deals. However, a significant minority (17.1%) values quality over
price and is willing to pay a premium for superior products. This suggests that the store
should also focus on maintaining a range of high-quality products and clearly communicating
their benefits to appeal to these customers. Additionally, 11.4% of customers consider price
as one of several factors, implying a need for balanced offerings that provide good value
without compromising on other important attributes. The 8.6% of customers who rarely
consider price indicate that there is a smaller but important segment that prioritizes other
aspects over cost.

COLOUR RESEARCH PRODUCT %

ONLINE BEFORE
VISITING STORE

Blue Always 36.4

Red Sometimes 42.4

Orange Rarely 12.1

Green Never 9.1

INTERPRETATION
A significant portion, 36.4%, of respondents prefer to conduct online research before heading
to a store when associated with the colour blue. The colour red corresponds to respondents
who sometimes research products online before visiting a store, representing 42.4% of the
sample. A smaller proportion, 12.1%, of respondents tend to rarely research products online
before visiting a store, when associated with the colour orange. This indicates a lower
preference for online information gathering, suggesting that these individuals may prioritize
other factors in their purchasing decisions, such as personal recommendations, store
reputation, or immediate availability. The colour green represents respondents who never
research products online before visiting a store, accounting for 9.1% of the sample.

COLOUR AVAILABILITY OF %
STAFF TO ANSWER THE
QUESTION

Blue Very satisfied 48.6

Red Somewhere satisfied 14.3

Orange Neutral 31.4

Green Somewhat dissatisfied 2.8

Purple Very dissatisfied 2.8

 INTERPRETATION

The majority of respondents have a positive perception of staff availability, with 48.6% being
very satisfied and 14.3% somewhat satisfied. This totals 62.9% of respondents who are
satisfied to some degree. The relatively high neutral percentage (31.4%) suggests that while
many experiences are satisfactory. The small percentages of somewhat dissatisfied (2.8%)
and very dissatisfied (2.8%) respondents highlight that a minority experience notable issues.
Overall, the data suggests that while staff availability is generally viewed positively, there is
potential for improvement to increase the satisfaction levels of the neutral and somewhat
satisfied respondents.

COLOUR (1-5) RATING %

Blue Very unlikely 14.7

Red unlikely 0

Orange neutral 17.6

Green likely 35.3

Purple Very likely

32.4
 INTERPRETATION

The data suggests that green and purple are perceived most favourably, with high percentages
of "Likely" and "Very likely" ratings respectively. Blue has a notable percentage viewing it as
"Very unlikely," while orange holds a more neutral position. Red, interestingly, has no
responses in the "Unlikely" category, which might imply strong opinions in other categories
or a lack of representation for this rating. This distribution of responses can inform
preferences or expectations associated with these colours in the given context.

CHAPTER-6
LIMITATIONS
 Store Ambience Factors:
The store environment significantly influences consumer behaviour. Factors like lighting,
music, scent, colour scheme, temperature, merchandise arrangement, and aisle width play a
crucial role in shaping the shopping experience.
Shoppers Stop and other retailers need to be aware of the limitations related to maintaining an
optimal store ambience. For instance, if the lighting is too bright or too dim, it might affect
customers’ comfort and decision-making.

Impulsive Purchases:
Impulsive buying behaviour is common among consumers. It occurs when consumers make
unplanned purchases based on emotions or immediate desires.
Retailers like Shoppers Stop often encourage impulsive buying through promotions, offers,
window displays, and exhibitions.
This strategy has limitations: Cost Constraints: Offering discounts and promotions can impact
profit margins.
Limited Time: Impulse purchases are time-sensitive, and retailers must strike a balance
between urgency and consumers satisfaction.
Brand Loyalty: Impulse buyers may not be brand-focused, leading to challenges in building
long-term consumers loyalty.

Competition from Online Retail:

Shoppers Stop faces intense competition from online retailers. The rise of e-commerce
platforms has shifted consumer preferences and buying patterns.
Limitation: Shoppers Stop needs to adapt to the digital landscape while maintaining its
physical presence. Balancing online and offline strategies is essential to stay competitive.

Store Image and Perception:

Consumers perceive organized and unorganized retailers differently. Shoppers Stop must
manage its store image effectively.
Limitation: Maintaining a positive store image requires consistent efforts in terms of product
range, pricing, store atmosphere, credit availability, and proximity to customers.

Geographical Limitations:
Shoppers Stop operates in specific locations. Its reach is limited to the cities or regions where
it has physical stores.
Limitation: Expanding to new areas involves substantial investment and logistical challenges.
The retailer must carefully choose its expansion strategy.

CHAPTER-7
CONCLUSION
Based on the data provided, we can draw several conclusions regarding consumer buying
behaviour in a retail store, specifically with reference to Shoppers Stop:

1. Online Research Influence: A considerable proportion of consumers, as indicated by

the percentages associated with "Always" and "Sometimes" categories, tend to
conduct online research before visiting a physical store. This suggests that online
information plays a significant role in shaping purchasing decisions at Shoppers Stop.
2. Preferential Patterns: Consumers exhibit varied patterns of online research
behaviour. While a significant portion prefers thorough research , others opt for it
only occasionally . This implies that consumers may have different thresholds for the
amount of pre-purchase information they seek, influenced by factors such as the
urgency of the purchase or the complexity of the product.
3. In-Store Experience Importance: Despite the prevalence of online research, a
notable proportion of consumers indicated a lower reliance on online channels . This
suggests that factors beyond online information, such as in-store experience, product
availability, or personal recommendations, may heavily influence purchasing
decisions at Shoppers Stop.
4. Diverse Preferences: Consumer preferences for online research vary across different
demographics, psychographics, or product categories. Understanding these
differences can help Shoppers Stop tailor its marketing strategies, product offerings,
and in-store experiences to better cater to the diverse needs and preferences of its
customer base.
5. Integrated Shopping Experience: Given the importance of both online and offline
channels in the purchasing process, Shoppers Stop should focus on providing a
seamless and integrated shopping experience across all touchpoints. This may involve
initiatives such as omnichannel retailing, where online and offline channels
complement each other to provide a cohesive and convenient shopping journey for
consumers.

In conclusion, consumer buying behaviour at Shoppers Stop reflects a dynamic interplay

between online and offline channels, with consumers leveraging online resources while also
valuing the in-store experience. By understanding these patterns and preferences, Shoppers
Stop can effectively adapt its strategies to meet the evolving needs of its customers and
enhance their overall shopping experience.

RECOMMENDATIONS

Based on the analysis of consumer buying behaviour at Shoppers Stop, here are some
recommendations:

Enhance Online Presence: Invest in optimizing the online shopping experience to cater to
the significant portion of consumers who conduct online research before visiting the store.

Personalized Marketing: Leverage customer data and segmentation strategies to deliver

personalized marketing messages and product recommendations.

Improve In-Store Experience: Focus on delivering exceptional in-store experiences to

attract and retain customers who value the physical shopping environment.

Customer Engagement: Foster deeper connections with customers through engagement

initiatives such as loyalty programs, exclusive events, and personalized communications.

Community Building: Create a sense of community and belonging among customers by

fostering interaction and collaboration

By implementing these recommendations, Shoppers Stop can effectively respond to the

evolving needs and preferences of modern consumers, drive engagement and loyalty, and
ultimately, achieve sustainable growth in today's competitive retail landscape.
 BIBLIOGRAPHY

 www.shoppersstop.com

 www.wikipidea.com

 www.scribd.com
 QUESTIONNARE

1.What is your age group?

a) 18-24 b) 25-34 c) 35-44
d) 45-54 e) 55+
2. is your gender?
a) Male b) Female
c) Prefer not to say
3. making a purchase decision in our store, what factor influences you the most?
a) Price b) Brand recognition c) Product features
d) Recommendations from staff e) All of the above
4.How often do you visit our retail store?
a) Daily b) Weekly c) Monthly
d) Less frequently than monthly e) This is my first visit
5. browsing our store, do you typically make a planned purchase or an impulse buy?
a) Planned purchase b) Impulse buy c) It depends on the product
d) I rarely make purchases in-store
6.How likely are you to consider online alternatives before making a purchase in our store?
a) Very likely b) Somewhat likely c) Neutral
d) Somewhat unlikely e) Very unlikely
7.Which of the following best describes your typical shopping experience in our store?
a) I can easily find the products I need.
b) I often need assistance from staff to locate products.
c) The checkout process is fast and efficient.
d) Long lines at checkout make me reconsider purchases.
e) The store layout is confusing and difficult to navigate.
8.How important are loyalty programs in influencing your decision to shop at our store?
a) Very important b) Somewhat important c) Neutral
d) Somewhat unimportant e) Not important at all
9.Which of the following best describes your price sensitivity when shopping at our store?
a) I am always looking for the best deals.
b) I am willing to pay a premium for quality products
c) Price is a factor, but other considerations are important too.
d) I rarely consider price when making a purchase.
10. Do you typically research products online before visiting our store?
a) Always b) Sometimes
c) Rarely d) Never
11.How satisfied are you with the availability of staff to answer your questions in our store?
a) Very satisfied b) Somewhat satisfied c) Neutral
d) Somewhat dissatisfied e) Very dissatisfied
12. On a scale of 1 (very unlikely) to 5 (very likely), how likely are you to recommend our
store to others?
a) 1 b) 2 c) 3 d) 4 e) 5