Impact of Shopper, Store and Situational Factors on Store Image, Satisfaction and Loyalty of Customers

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Final Research Project

On

Impact of Shopper, Store and Situational Factors on Store Image, Satisfaction and Loyalty of Customers

A Study on Westside Stores

Submitted in partial fulfillment of the Post-Graduate Diploma in Management (PGDM) Programme

Submitted by:
Aniket Vanjre

Atharva School of Business
Malad- Mumbai

Acknowledgment

I hereby take this opportunity to thank Apeejay School of Management for providing me an opportunity to do a research project on Westside Store.

I express my sincere gratitude to my mentor and guide, Prof. Etinder Pal Singh who always provided me with necessary inputs, guidance and direction to carry out this project. He provided me access to different domains of knowledge from where I collected inputs for this project.

I would also like to thank Mr. Som Aditya Juyal who gave me the first move towards retail by teaching. It was his knowledge that I was inspired upon to look forward to this project from early days.

Last but not the least, my million thanks to all the people including customers, retailers whom I have conversed with and taken inputs from to move ahead and complete this project.

Certificate

This is to certify that the Final Research Report titled ‘Impact of Shopper, Store and Situational Factors on Store Image, Satisfaction and Loyalty of Customers’ has been submitted in partial fulfillment of the requirement of Post-Graduate Diploma in Management (PGDM) Programme at Atharva School of Business

This Final Research Report is an original work and has not been submitted in part or full to this Institute or any other university for award of any degree or diploma course.

(Prof. Etinder Pal Singh)

Table of Contents

Acknowledgment……………………………………………………………….2

Executive Summary………………………………………….………………...5

Introduction…………………………………………………………………….6

Literature Review………………………………………………………………8

Retail Industry: An Overview………………………………………………...10

Objective of Study…………………………………………………………….16

Westside: Retail Giant………………………………………………………...18

Research Methodology………………………………………………………..25

Hypothesis…………………………………………………………………….26

Data Analysis…………………………………………………………………35

Consumer Pull Factors………………………………………………………..44

Recommendations…………………………………………………………….45

Limitations of Study…………………………………………………………..46

Bibliography…………………………………………………………………..47

Questionnaire…………………………………………………………………49

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...
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