PREFACE

Preparing a project of this nature is an arduous task and I was fortunate enough to get support from a large number o persons. I wish to express my deep sense of gratitude to all those who generously helped in successful completion of this report by sharing their invaluable time and knowledge. It is my proud and previledge to express my deep regards to Respected HOD Dr.Pramesh Gautam, Head of Department of Business Management , SWAMI VIVEKANAND INSTITUTE OF TECHNOLOGY, SAGAR for allowing me to undertake this project. I feel extremely exhilarated to have completed this project under the able and inspiring guidance of Mr. Ankur Gautam she rendered me all possible help me guidance while reviewing the manuscript in finalising the report. I also extend my deep regards to my teachers , family members , friends and all those whose encouragement has infused courage in me to complete to work successfully.
TULSI RAM PATEL

B.B.A. III SEM.

ACKNOWLEDGEMENT
Preparing a project of this nature is an arduous task and I was fortunate enough to get support from a large number o persons. I wish to express my deep sense of gratitude to all those who generously helped in successful completion of this report by sharing their invaluable time and knowledge. It is my proud and previledge to express my deep regards to Respected , Head of Department Dr.Pramesh Gautam, for allowing me to

Department of Business Management , SWAMI VIVEKANAND INSTITUTE OF TECHNOLOGY SAGAR undertake this project. I feel extremely exhilarated to have completed this project under the able and inspiring guidance of He rendered me all possible help me guidance while reviewing the manuscript in finalising the report. I also extend my deep regards to my teachers , family members , friends and all those whose encouragement has infused courage in me to complete to work successfully.

TULSI RAM PATEL B.B.A. III SEM. 2

DELCLARATION BY THE CANDIDATE

Date : I declare that the project report titled " A STUDY ON MARKET SHARE OF WESTSIDE " on Market Segmentation is nay own work conducted under the supervision of Mr. Ankur Gautam Department of Business Management ,

SWAMI

VIVEKANAND INSTITUTE OF TECHNOLOGY SAGAR

To the best

of my knowledge the report does not contain any work , which has been submitted for the award of any degree , anywhere.

TULSIRAM PATEL B.B.A. III SEM.

CERTIFICATE
The project report titled " A STUDY ON MARKET

SHARE OF WESTSIDE " been prepared by TULSI RAM PATEL BBA III Semester , under the guidance and supervision of MR. ANKUR GAUTAM for the partial fulfillment of the Degree of B.B.A.

Signature of the Supervisor

Signature of the Head of the Department

Signature of the Examiner

Table of Contents
4

Executive Summary....3 Introduction.4 Literature Review6 Retail Industry: An Overview...8 Objective of Study.14 Westside: Retail Giant...16 Research Methodology..23 Hypothesis.24 Data Analysis33 Consumer Pull Factors..42 Recommendations.43 Limitations of Study..44 Bibliography..45 Questionnaire46

Executive Summary

The enormous retail boom in India has given space to many companies who have mushroomed out to benefit from this retail boom, which is nothing but a structured format of the unorganized retail business which is being done in India from ages. Many stores have come up with exquisite interiors, state of the art infrastructure and the best possible brands to the customer which has led to the growth of mall culture in India. The stores try and attract customers by providing them with such services and plethora of options in brands in different categories so that they can retail customers for long and make them loyal towards their retail stores. The retail business is booming in India and there has been remarkable shift in the buying behavior of the people from traditional stores to these departmental stores. It becomes important for the marketers to understand these relationships for successful design and execution of retail strategies. It would also enable the researcher to understand the organized retail formats and consumers buying attitude towards these stores. The data was collected by getting the questionnaire filled by the respondents who were loyalty card holders to find out that what makes them loyal towards Westside stores and makes them visit Westside again and motivates them to purchase more from here. The purpose of this paper is to raise the question of the relationship between the various factors and how they lead to store loyalty.

Introduction
Retailing consists of the sale of goods or merchandise from a fixed location, such as a department store ,shopping mall etc .The retailer buys goods or products in large quantities from manufacturers either directly or through a wholesaler, and then sells smaller quantities to the end-user. Retail establishments are often called shops or stores. Retailers are at the end of the supply chain. Manufacturing marketers see the process of retailing as a necessary part of their overall distribution strategy. In the retail outlet various type of good and service are provide to the customer but all the goods and services are generally homogenous in nature through all the other retail outlets . Product and services of every company are available in every retail outlet. It is also find that many customer only used to shopping in own decided outlet rather from every outlets even there is homogenous among the product and service offer by the every retail outlet .So This put the question in the mind of the every retailer that is there is any gap between what customer expected from retailers and what retailer provides to customer during shopping. No two customers have the identical likes and preferences. Delivery value and narrowing down the zone of tolerance is a tightrope walk for marketer in organized retail sector. Especially in market like India the challenges is formidable because organizations need to cater to a wide and diverse group of customers .Thus building equity and generating volumes in such complex market tapers down to the function of managing customer expectation. Customers take their time to first sketch their needs and then arrive at a specific decision. At the end of the day the question is what does the customer expect? How to fulfill the glaring gap between need and expectations? The answers to this question are by delivering the value But in many case retailers are not aware of what their customer expect. Hence they are unable to deliver the right value to the right customer and satisfy them .Especially in this competitive scenario where the customer are well informed, commanding and demanding at the same time it has become imperative for the organization to be updated on the WHAT,WHYand HOW of each and every customer. This calls for empathizing with the customer by indulging into their priorities and decision making. Even in the case of a product as simple as beauty soap, customer have versatile expectations like, good packaging fragrance, herbal or medical benefit, glowing skin etc. and all this at an affordable price. A daunting task but companies have no option but to offer the expected value, that too by keeping the operating costs low.

Following general expectations of a typical customer Value of Money Availability and location Service expectations Quality in Product Need based solution

So in other to deliver the value, Retail outlets in addition to providing products and services, need to cater for a wide range of motives. The various determinants of retail outlet preference include cleanliness, well-stocked shelves, and range of products, helpful staff, disabled access, wide aisles, car parking, multiple billing points and environmentally friendly goods. These differing motives arise as retailers cater to different types of shoppers who include economic consumers (concern with value), personalized consumers (concern with relationships), recreational shoppers (shopping as a leisure activity) and apathetic consumers (who dislike shopping). Retailers have to satisfy budding customers, older consumers as well as time crunched individuals whose motives all tend to be conflicting as well as different. Retailers need to establish a good image to prevent customers from shopping around. They must cater to shoppers need for pleasure and practicality. If expressed as a calculation, customer satisfaction might look something like this:

Literature Review
The concept of store loyalty is derived from the concept of brand loyalty which refers to the tendency to make repeat purchases of products of the same brand. Store loyalty refers to the tendency to repeatedly shop at the same store for similar or other products. A loyal customer would give preference to a specific store and would tend to be far more forgiving of errors of the store.

There are three main set of variables that have been found to have an impact on loyalty of customers: 1. Store Related Variables 2 .Shopper Related Variables 3. Situation Related Variables

Loyalty has been found to be greatly influenced by Store Related Variables. Some of the important store related variables are Shop location, Products Range and Store Image. In consumer priorities, assortment and variety come after convenience and price.(Arnold , Stephen J., Tae H . Ourn, Tigert, and Douglas 1983, Determining Attributes in Retail Patronage) Shop location is an influencing variable on loyalty as convenience of shopping is among the main criteria of the customers. Location related variables are given importance in analyzing both trade areas and retail patronage behavior (Hubbard, Raymond 1978, A review of Selected Factors Conditioning Consumer Travel Behavior, journal of Consumer Research) .The consumers are favorably inclined to revisit a store where they have positive shopping experiences like a great range of assortments , good environment etc. The image of the store has also great effect on the loyalty of the customers. Store image reflects shoppers perception of a store in terms of functional and psychological attributes.

Loyalty is also influenced by shopper related variables. Several factors such as age, income and social class of the shopper have found to influence on customers decisions. (Moore, Charles Thomas , and Joseph Barry Mason 1969, A research Note on major Retail Centre Patronage) Customers belonging to different age groups prefer different stores. There have been researches done which suggests that the greater the congruence between self image and store image, the greater is the probability that the customer is loyal. (Pathak, D.S., W.J.E .Crissy, and R.W Sweitzer 1974, Customer Image Versus the Retailers Anticipated Image, Journal of Retailing, Vol.50).There is a direct linkage
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between personal values and desired consumer benefits. This means different customers have different levels of desired consumer benefits which vary according to their own perceived values. Loyalty is also influenced by the situation related variables. These factors include task definition, level of involvement, shopping orientation and usage of information. These indicate the intensity of need and the comfort of the shopper in taking a purchase decision. The store choice has been found to depend on buying situations that differ with the level of involvement (Moschis, G.P .1976, Shopping Orientations and Consumer Uses of Information)

Thus we can say that the existence of the customer is integral to the existence of the retailer. The ability to understand consumers is the key to developing a successful retail strategy. A key factor in understanding customers is identifying the customers for product or service, which means the target segment, and the demographics of this segment, their needs and buying behavior.

Recognition of the need for a product or a service is the first stage that may lead to a consumer buying. The need may be psychological or functional.

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Retail Industry: An Overview

Retailing is the interface between the producer and the individual consumer buying for personal consumption. This excludes direct interface between the manufacturer and institutional buyers such as the government and other bulk customers. A retailer is one who stocks the producers goods and is involved in the act of selling it to the individual consumer, at a margin of profit. As such, retailing is the last link that connects the individual consumer with the manufacturing and distribution chain. Retail has played a major role world over in increasing productivity across a wide range of consumer goods and services .The impact can be best seen in countries like U.S.A., U.K., Mexico, Thailand and more recently China. Economies of countries like Singapore, Malaysia, Hong Kong, Sri Lanka and Dubai are also heavily assisted by the retail sector.

Top Retailers Worldwide: Rank Retailer Home Country

1. Wal-Mart Stores, Inc.

2. 3. 4. 5.

Carrefour Group The Kroger Co. The Home Depot, Inc. Metro

U.S.A. France U.S.A. U.S.A. Germany

The retail industry in India is of late often being hailed as one of the sunrise sectors in the economy. AT Kearney, the well-known international management consultancy, recently identified India as the second most attractive retail destination globally from among thirty emergent markets. It has made India the cause of a good deal of excitement and the cynosure of many foreign eyes. With a contribution of 14% to the national GDP and employing 7% of the total workforce (only agriculture employs more) in the country, the retail industry is definitely one of the pillars of the Indian economy. Retail sales in India amounted to about Rs.7400 billion in 2002, expanded at an average annual rate of 7% during 1999-2002. With the upturn in economic growth during 2003, retail sales are also expected to expand at a higher pace of nearly 10%. Across the country, retail sales in real terms are predicted to rise more rapidly than consumer expenditure during 2003-08. The forecast growth in real retail sales during 2003- 2008 is 8.3% per year, compared with 7.1% for consumer expenditure. Modernization of the Indian retail sector will be reflected in rapid growth in sales of supermarkets, departmental stores and hyper marts. Sales from these large-format stores are to expand at growth rates ranging from 24% to 49% per year during 2003-2008, according to a latest report by Euro monitor International, a leading provider of global consumer-market intelligence.
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A. T. Kearney Inc. places India 6th on a global retail development index. The country has the highest per capita outlets in the world - 5.5 outlets per 1000 population. Around 7% of the population in India is engaged in retailing, as compared to 20% in the USA. In a developing country like India, a large chunk of consumer expenditure is on basic necessities, especially food-related items. Hence, it is not surprising that food, beverages and tobacco accounted for as much as 71% of retail sales in 2002. The share of food related items had, however, declined over the review period, down from 73% in 1999. This is not unexpected, because with income growth, Indians, like consumers elsewhere, have started spending more on non-food items compared with food products. Sales through supermarkets and department stores are small compared with overall retail sales. Nevertheless, their sales have grown much more rapidly, at almost a triple rate (about 30% per year during the review period). This high acceleration in sales through modern retail formats is expected to continue during the next few years, with the rapid growth in numbers of such outlets due to consumer demand and business potential. The factors responsible for the development of the retail sector in India can be broadly summarized as follows: Rising incomes and improvements in infrastructure are enlarging consumer markets and accelerating the convergence of consumer tastes. Looking at income classification, the National Council of Applied Economic Research (NCAER) classified approximately 50% of the Indian population as low income in 1994-95; this is expected to decline to 17.8% by 2006-07. Liberalization of the Indian economy which has led to the opening up of the market for consumer goods has helped the MNC brands like Kellogs, Unilever, Nestle, etc. to make significant inroads into the vast consumer market by offering a wide range of choices to the Indian consumers.

Objective of the study

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SHOPPER FACTORS 1) What influences a shopper to patronize a National Brand or Private Label?
2) Which of the two manifest satisfaction or latent satisfaction has stronger impact on

store loyalty? 3) Does the similarity between retail mix-elements and desired benefits of customer lead to higher shopper loyalty?

SITUATIONAL FACTORS
1) Is there any impact of recency of purchase experience and frequency of visit to a store

on probability of repurchase from that store? 2) Is there any impact of buying situations and level of involvement on the store choice? 3) Of the three, mall image (tenancy mix), socio-economic status, and store format of shoppers, which has the highest impact on store image?

STORE FACTORS 1) How convenience and location influences a shoppers loyalty for a store? 2) How differentiation in type and quality of assortment offered by a store affects the buying behavior of shopper? 3) How similarity between self-image and store-image leads impacts store loyalty? 4) How store image impacts store loyalty and how it influences store satisfaction in shaping shoppers overall store loyalty? The location of the retail store had, for a long time, been considered the most important P in retailing. If a retail store was located in the right place, it was considered to be adequate assurance for success. Over the years, with advent of non-store retailing and the rise in webbased retail, merely choosing the right location cant be considered adequate. However, the retail location is an important part of the retail strategy, as the location of the store conveys a fair amount of its image. It also influences the merchandise mix and the interior layout of the store.

Westside-Retail Giant
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Established in 1998 as part of the Tata Group, Trent Ltd. operates Westside, one of India's largest and fastest growing chains of retail stores.
The Westside stores have numerous departments to meet the varied shopping needs of customers. These include Menswear, Womens wear, Kids wear, Footwear, Cosmetics, Perfumes and Handbags, Household Accessories, lingerie, and Gifts. The company has already established 36 Westside departmental stores (measuring 15,000-30,000 square feet each) in Ahmedabad, Bangalore, Chennai, Delhi, Gurgaon, Ghaziabad & Noida (to be considered as 1 city), Hyderabad, Indore, Jaipur, Kolkata, Ludhiana, Lucknow, Mumbai, Mysore, Nagpur, Pune, Rajkot, Surat, Vadodara and Jammu. The company hopes to expand rapidly with similar format stores that offer a fine balance between style and price retailing.

Trent ventured into the hypermarket business in 2004 with Star Bazaar, providing an ample assortment of products made available at the lowest prices, aptly exemplifying its Chota Budget, Lambi Shopping motto. At present Star Bazaar has 4 stores in 3 cities located in Ahmedabad, Mumbai and Bangalore. This store offers customers an eclectic array of products that include staple foods, beverages, health and beauty products, vegetables, fruits, dairy products, consumer electronics and household items at the most affordable prices. Star Bazaar also includes a largerange of fashionable in-house garments for men, women and children, exclusively available at the store.

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In addition, Trent recently acquired a 76% stake in Landmark, one of the largest books & music retail chains in the country. Landmark began operations in 1987 with its first store in Chennai with a floor space of 5500 sq. ft. At present Landmark have 10 stores, varying in size from 12,000 sq. ft. to 45,000 sq. ft, 3 in Chennai and 1 each in Bangalore, Gurgaon, Mumbai, Vadodara, Gurgaon, Pune, Lucknow and Ahmedabad. Until 1996, Landmarks product portfolio comprised books, stationery, and greeting cards. It was later that music was added to it. Landmark also sparked the trend of stocking curios, toys and other gift items. What separates Landmark from other stores of its kind is the range and depth of its stock. This story began circa 1998 when The Tatas acquired Littlewoods a London based retail chain. This acquisition was followed by the establishment of Trent Ltd (a Tata enterprise that presently operates Westside). Littlewoods was subsequently renamed Westside. In a rapidly evolving retail scenario, Westside has carved a niche for its brand of merchandise creating a loyal following. Currently, the company has 36 Westside stores measuring 15,000-30,000 square feet each across 20 cities. With a variety of
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designs and styles, everything at Westside is exclusively designed and the merchandise ranges from stylized clothes, footwear and accessories for men, women and children to well-co-coordinated table linens, artifacts, home accessories and furnishings. Well-designed interiors, sprawling space, prime locations and coffee shops enhance the customers shopping experience.

Westside has garnered numerous accolades 1. Balanced Scorecard Hall of Fame 2. India Brand Summit Brand Leadership Retail 3. IFA Visionary of the Year Award, 2002 Mrs. Simone N. Tata 4. Most Admired Large Format Retail Chain of the Year - Lycra Images Fashion Awards 2005 5. NDTV Profit Business Leadership Awards 2006 - Retail Category Mission Statement To be regarded by our customers as the most relevant retailer in the country. In order to achieve this goal, we shall develop a comprehensive understanding of their needs, strive to win their confidence, and offer them best-in-class products and services at affordable prices. We shall always be in the forefront of fashion and services by anticipating and exceeding the expectations of our customers. Our leadership will be the product of our styling, quality and service consciousness. We will continue to scale new heights of excellence through teamwork, in an atmosphere that encourages creativity and innovativeness. It is their policy to satisfy our customers with the range, quality and value of the products we offer. However, if they are dissatisfied with
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any item that they might have purchased they would take the necessary measures to assist them. The customers are expected to return unused merchandise along with its receipt within 30 days. We would exchange the returned items or give our customers a complete refund. In the event that they do not have the receipt we would offer them an exchange or provide them a gift voucher to the current or last known selling price. We have complete confidence in the quality of our merchandise however should our customers have any grievances, we would be happy to address them once they are brought to our attention said an employee. Style, affordable prices, quality: these are the factors that have shaped Westsides success story in the retail fashion stores business. Launched in 1998 in Bangalore, the Westside chain has, ever since, been setting the standards for other fashion retailers to follow. Westside stands out from the competition for a variety of reasons. One is that a majority of the brands the chain stocks and sells are its own, unlike retailers who store multiple labels. About 90 per cent of Westsides offerings are home-grown, and they cater to different customer segments. The other 10 per cent includes toys, cosmetics and lingerie. Westside has recently expanded its range of merchandise by offering outfits from some of Indias best-known fashion designers, among them Wendell Rodericks, Anita Dongre, Krishna Mehta and Mona Pali. This is an interesting marketing shift, since it means moving away from the chains only-our-own-brands concept. Westside is a departmental store having several product line & according to ET 500 list out of top four retail companies Trent ranked 3rd as Pantaloon retail Shoppers shop Trent Provogue India

Arrangement
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1. Ground Floor Cosmetics Jewellery Watches Bags

2. Ist Floor Women Section Children Section Household items

3. IInd Floor (Men Section)

Casual Clothing Formal Wear Ethnic Wear Shoes

Private Brands in Westside 2F4U SRC Gia Urban angel Intima David Jones Ascot Blackberry Lee Spykar Provogue

To irrigate the space better Westside have the entrance on the ground floor and exit on the first floor. In case of visual merchandising all the category of clothes of all sizes and varieties
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are displayed and hence the consumption of space for shelves is reduced. And it is convenient for customers to choose and for the attendants to support buying. Profitability of Westside Delhi is more than that in Pune and Bangalore because youth here have much spending power. It is also driven from strong demand backed by quality products and latest fashion. Services & Store Atmosphere in Westside Prepurchase services include accepting telephone & mail orders, advertising, window & interior display, fitting rooms, fashion shows It provides post purchase service including shipping & delivery, gift wrapping, adjustments & returns, alteration & tailoring It also provides ancillary services including general information, check cashing, parking, restaurants, repairs, interior decorating, credit etc. The Westside stores wear a bright, festive look and, in keep with the mood of the season, hosting a festival bright. With the sole objective of rewarding its loyal customers for their patronage, Westside has lined up a bonanza of surprise gifts. Every shopper gets a scratch-and-win card which entitles them entry into a contest. Those making purchases above Rs 1,500 are also entitled to receive other pleasant surprises The trendy household section has a complete new range of bed linen in elephant motifs, floral motifs and paisley design. The color palette for the festive collection includes flaming orange, royal blue and other vibrant colors to depict festivity. The gift section has a plethora of gifts terracotta pots, urns, knick-knacks and diyas in beautiful colors, shapes and sizes. The store has also introduced a new range of furniture and other household goods, including cabinets, butler trays and mirrors in wood with an antique finish. An innovative range in wrought iron and rope has been introduced in utility items which include magazine racks, folding stools, jam pots on trays and Ganesha in brass and terracotta.
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Facing the challenge

The greatest challenge for Westside in its quest for a place in the retail sun is not the competition from similar organized players, but from the unorganized sector (98 per cent of Indias retail garment industry operates in the unorganized sector). The other challenge for Westside is that the retail fashion business in the country is becoming increasingly crowded with new players, Indian and foreign. Among the new entrants have been Wills Sport, Lifestyle, Raymonds (Be), Primus Globus, Nike, Crocodile, Mango and the latest, Marks & Spencer.

Promotions
1. Club west card program An assured return-and-exchange policy reinforces customer confidence in the chain. Another winning Westside idea is Club West, a customer loyalty programme launched in May 2001. The 30,000-plus members of this club get rebates at restaurants and on holiday packages from the Taj Group of Hotels, home delivery of alterations, and best of all, special shopping hours on the first day of any discount sales event organized by the chain.

Important benefits of club west card

Most attractive rewards shopping Instant use of the card Easy to operate Extra convenience Validity at all stores

Westside does its regular brand building through advertisements in the media with brand ambassador Yuvraj Singh and other young models; more important are its in-house promotions, which peak during the three main festive seasons: summer, Diwali and Christmas. The promotions are mostly theme based, with decorations to match, live bands and other attractions.

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2. Fashion Logy Westside has launched a new ad campaign titled 'Fashion Logy'. The campaign is designed to provide the buyer with not just clothing, but also guides and aid on dressing smart, styling and accessorizing. The campaign sees on-ground activities and promotions designed to interact with the consumer about their style It includes womens corporate wear, girls wear, and glam denim.

The Three Cs
Corporate clothing is a major component of Westside merchandise. The emphasis here is on the three Cs: Comfort, Crispness and Coordination, and the goal is to provide the complete corporate look, where color, clothes and accessories are mixed and matched in a manner that creates harmony between the person and the clothes he or she wears. Westside employees are given regular training for better interaction. Some things may take longer. The wish list, a tool for customers to let Westside know their preferences, cannot be realized immediately. Only if there is an optimum demand can the store look at fulfilling it. Gia, Westsides brand for larger-sized requirements, was the outcome of one such need. The company identifies star employees in each store and designates them as coaches responsible for the training of their own store staff. Today, each store has three kinds of coaches a customer service coach, an IT skills coach and a product knowledge coach. The success of this programme has made it a benchmark for all Tata Group companies.

Westside provides four levels of service

Self service- Self service is the corner stone of all discount operations. Many customers are willing to carry out their own locate compare select process to save money.

Self selection- Customer find own goods, although they can ask for assistance

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Limited Service- Westside also offers services like credit, merchandizing etc.

Full Service- Sales people are ready to assist to any phase of the locate compare select process. Customers who like to be waited own prefer these types of stores.

Research Methodology
Sample and data collection This survey was conducted in the context of retail. For 70 percent of the interviews, data were collected in face-to-face interviews of customers coming to Westside while exiting point-of-sale venues. For the remaining 30 percent, because certain retailers prohibit the interviewing of their clients exiting their stores, interviews took place in the subjects' homes, as a function of the store they attended most frequently. The study provides a representative sample of the main Shopping centre in Delhi. In order to reckon with possible multi-loyalty, questions related to satisfaction, loyalty and behavior were asked for the regular main store visited (at least once a week).

Research design
The research design would be descriptive and cross sectional

Data collection
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The data would be collected from primary source through questionnaires, interviews, observations etc. The sample would be surveyed on the basis of questionnaire and data would be quantified for further analysis.

Sample size
The sample would be selected on random basis at the store itself. A sample of 100 respondents would be used in the research. These would be further divided amongst the stores for an evenly distributed data collection.

Data Sources
Both Secondary and Primary Sources of data will be used. The major type of information used is primary data. This is done thru primary survey. The literature review is a secondary data type. The sources include books, periodicals, websites, printed literature etc.

Data Analysis
Price of the items Frequency Very Dissatisfied Dissatisfied Moderate Satisfied Very Satisfied Total 1 16 28 44 11 100 Percent 1.0 16.0 28.0 44.0 11.0 100.0 Cumulative Percent 1.0 17.0 45.0 89.0 100.0

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Store ambience Frequency 11 17 52 20 100 Percent 11.0 17.0 52.0 20.0 100.0 Cumulative Percent 11.0 28.0 80.0 100.0

Dissatisfied Moderate Satisfied Very Satisfied Total

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Ease of availaibilty Frequency 11 27 40 22 100 Percent 11.0 27.0 40.0 22.0 100.0 Cumulative Percent 11.0 38.0 78.0 100.0

Dissatisfied Moderate Satisfied Very Satisfied Total

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Sales Promotion Offers Frequency 12 33 28 23 4 100 Percent 12.0 33.0 28.0 23.0 4.0 100.0 Cumulative Percent 12.0 45.0 73.0 96.0 100.0

Very dissatisfied Dissatisfied Moderate Satisfied Very Satisfied Total

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Ambience would be an important factor Frequency 10 27 26 10 27 100 Percent 10.0 27.0 26.0 10.0 27.0 100.0 Cumulative Percent 10.0 37.0 63.0 73.0 100.0

Not at all Weak Moderate Strongly Very Strongly Total

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Recommendations

To increase more footfalls more promotional activities

must be carried out. For this Westside can either offer more discounts or increase their advertisements. Increase in the number of footfalls will lead to increase in sales.
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Since Westside is not only catering to apparel need of

the society a few additions like Books, Music items, Electronic gadgets etc can also be added to the products available inside their store. The demand for the above products is always in the market. Allowing more space between the entrance of a store and a product gives it more time in the shoppers eye as he or she approaches it. It builds a little visual anticipation.

The number of trial rooms available at Westside is very

less as compared to the number of people coming. This usually results in long queues and waiting by customers.

Install more full length mirrors inside the store so as to Play light music inside the store to make the shopping a They can also exhibit their new line of clothing through Baskets should be scattered throughout the store,

assist the customers to make better purchase decisions.

pleasurable experience. events like fashion shows. wherever shoppers might need them. Many customers dont begin seriously considering merchandise until they have browsed a bit.

Limitations
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This research has a number of limitations that must be acknowledged.

First, the sample used for this study consisted mostly of college students. Therefore, these results may not be applicable to the wider population in general. Secondly, the results of this study are limited to a specialty retail branded purchasing context. Lastly, it must be acknowledged that there may be numerous other variables that contribute to the development of customer satisfaction, customer loyalty, and word of mouth communication which are briefly touched upon below. All of the hypotheses in the study were supported by the data. The hypothesis test results indicated that both utilitarian and hedonic shopping benefits have a positive effect on customer satisfaction. The results also indicate that customer repurchase is positively associated with customer loyalty and word of mouth communication. There are studies which have contributed for extending the consumer benefit/loyalty framework to the retail branding context. Customer satisfaction is an antecedent of word of mouth communication, but customer loyalty (favorable relative attitude) must be present to mediate the relationship. This finding is important for theory building in this and other marketing and consumer contexts.

30

Bibliography
CII Report on Retail 2008, Journals from www.emeraldinsight.com www.scribd.com www.esnips.com www.wikipedia.org Search engine used www.google.com www.mywestside.com Suggestions from Why We Buy? By Paco Underhill www.retailinsights.com

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QUESTIONNAIRE Dear Respondent, I am a student of Apeejay School Of Management ,Delhi and doing a research for a study for which I intend to pose a questionnaire aimed at analyzing the Impact of shopper, store & situational factors on store image, satisfaction and loyalty of customers . Your cooperation is deeply solicited to provide the relevant information. I assure that information will be kept confidential. Name of Customer _______________ Mobile No.______________ Please tick at the place that matches your opinion. A. Details 1. Through which source did you come to know about this retail

outlet? Advertisements (Media) Friends/Relatives Company Outlet Internet 2. 2. How strongly would you consider the factors while opting for a particular retail outlet?
1- Very Strongly 32

2- Strongly

3- Agree

4- Not at

all A b. c. d. e f. g h. i J k. l Statement Availability of Literatures/Brochures Ambience would be an important factor I would give special attention to convenience and location I would give special consideration to the product range Degree of differentiation in type and quality of products is important I would give special consideration to uniqueness of assortments available in a store I would give special consideration to rebate and discounts on purchase For me salesperson services would be an important consideration For me Word of Mouth is important Advice of friends and relatives influence my Visit Decision Handling Product related Queries Customer Grievance cell 1 2 3 4

B.

Salesperson Services

3. Are the salesperson (Rate the salesperson services according to you from 1 to 5, where 5 is extremely good and 1 is extremely bad)| Statement Easily approachable Humble and Soft Spoken Able to provide Complete solution to your problems Initiative of salesman to solve the problem 1 2 3 4 5 1 Rate Overall salesperson Services 2 3 4 5

a. b. c. d.

4. How do you perceive quality of service provided by your retail outlet (Using Semantic Scale 1-7, 1 being the lowest, 7 being the highest) 7 RELIABLE UNRELIABLE CUSTOMER FRIENDLY PROACTIVE HOSTILE REACTIVE 1

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(Thanks for Cooperation)

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