Strategies of Westside

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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: Harsh Jasrotia Roll No.15/016 Batch: 2007 – 09

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Table of Contents

Executive Summary………………………………………….………………...3 Introduction…………………………………………………………………….4 Literature Review………………………………………………………………6 Retail Industry: An Overview………………………………………………...8 Objective of Study…………………………………………………………….14 Westside: Retail Giant………………………………………………………...16 Research Methodology………………………………………………………..23 Hypothesis…………………………………………………………………….24 Data Analysis…………………………………………………………………33 Consumer Pull Factors………………………………………………………..42 Recommendations…………………………………………………………….43 Limitations of Study…………………………………………………………..44 Bibliography…………………………………………………………………..45 Questionnaire…………………………………………………………………46

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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.

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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...
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