Post on 29-May-2018
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GAP analysis of Levis & Espirit Section of Shoppers and
Specialty stores
This Dissertation work was completed in partial fulfillment of PGDRM
(Post Graduate Diploma in Retail Management 2008-10).
SUBMITTED BY:
Mohammad Jishan Ali
___________________
(Signature of Student)
______________________ _____________(Course Instructors Name & Signature) (HOD Name & Signature)
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ACKNOWLEDGEMENT
I take this opportunity to express my sincere gratitude to the
following personalities without their help and guidance the
successful completion of my project work would have beenRemained a dream.
I extend my heartful thanks to Mr. NITIN KHARBANDA, Mr.
Ranjan (Departmental Manager) for the constant and valuable
guidance by them throughout my project.
I express my deep gratitude towards Mr. ANIL RAO (HR) forgiving me permission to do the project in his organization and
His valuable guidance.
Finally I thank all my friends who directly or indirectly helped
me a lot during my project.
Mohd Jishan Ali
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DECLARATION
I hereby declare that this dissertation project report titled GAP
analysis of Levis Specialty store and Shoppers Stop LevisStoreis the result of my own effort in the training which I did
as a part of the curriculum. It has not been duplicated from any
other earlier works and all information provided in this report is
genuine.
Mohd Jishan Ali
PGDRM
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List of Contents
Page No. Title
5 Company Details
6 History of Shoppers Stop
7 Mission & Vision Statement
8-9 Accomplishment
10-11 Questionnaires
12 Sample size
13-19 Analysis of Questionnaires of Levis
20-21 Questionnaires for ESPRIT
22-28 Analysis of Questionnaires of ESPRIT
29 Recommendation & Suggestions
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Company Details
Name of the Organization: Shoppers Stop Ltd.
Head of the Organization: Mr. B.S. Nagesh (MD)
Address:
Corporate Office:
Eureka Towers, 9th
Floor, Link Road,Malad West, Mumbai - 400064
Tel: 022-28809898 / 28447337
Fax: 28808877
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History of Shoppers Stop
The foundation of Shoppers Stop was laid on October 27,
1991 by the K. Raheja Corp. Group of Companies. Being
amongst Indias biggest hospitality and real estate players,
the Group crossed yet another milestone with its lifestyleventure- Shoppers Stop.
Since Its Inception, Shoppers Stop has progressed from
being a single brand shop to becoming a Fashion &
Lifestyle store for the Family. Today, Shoppers Stop is a
household name, known for its superior quality products,
services and above all, for providing a complete shoppingexperience. With an immense amount of expertise and
credibility, Shoppers Stop has become the highest
benchmark for the Indian retail Industry. In fact the
Companys continuing expansion plan aim to help
Shoppers Stop meet the Challenges of the retail Industry
in an even better manner than it does today.
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Mission Statement
Nothing but the Best
Vision Statement
To be a global retailer in India and maintain its No. 1 position
in the Indian market in the Department Store category."
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Accomplishment
Shoppers Stop in the only retailer from India to become a
member of the prestigious Intercontinental Group of
Departmental stores (IGDS). The IGDS consists of 30
experienced retailers from all over the world, which
include established stores like Selfridges (England),
Karstadt (Germany), Shanghai No. 1(China), manor
(Switzerland), to name a few.
Shoppers Stop won The most admired Appeared Retailer
of the year 2000 Award at the Images Fashion Awards.
Mr. B.S. Nagesh won the Annual Award for Excellence
as Top CEO for 2001 at the Institute of MarketingManagement. Mr. Nagesh was also nominated for the
Ernst & Young Entrepreneur of the year 2000 Award.
Shoppers Stop swept a majority of awards at the CMAI
awards 2001-2002.
yCEO of the Year.yRetailer of the Year.y Individual Retail Outlet of the Year- Shoppers Stop, DELHI.
y Advertising Campaign of the Year- 7 Wonders.
y Management Team of the Year.
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Shoppers Stop won the Best Retail Chain of the Year award &
Mr. B.S. Nagesh won the Best Retail Professional of the Year
award at the 4th annual Image Fashion Awards, 2004.
Shoppers Stop has been conferred upon with the covered
Superbrand status.
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Questionnaire for Levis Store
1.Which fit you like most?A) Skinny B) Regular C) Straight
2.Why you prefer Levis?A) Quality B) Price C) Style
3.Do you feel any difference between Levis specialtystore and Shoppers stop Levis?
A) Yes B) No4.How you would Rate Levis Store in Shoppers stop?
A) Excellent B) Very Good C) Good D) Poor5.Do you feel anything missing here?
A) Yes B) No6.Are you satisfied with the services of Levis Store?
A) Yes B) No
7.How would you Rate the serviceability of the Levisstore here?
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A) Good B) Very Good C) Poor.
8.Any Suggestion for Improvement?
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Sample Size
This Survey has been done on the 225 customers (Including
those who have not taken this survey serious means they are not
interested in filling the questionnaire). Out of which we have
taken only 200 those customers who took interest in giving the
answers of the asked questions. On the basis of that we are
analyzing the questionnaire. In the analysis we are showing thedata in Percentage.
Data is in the Chart Form.
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Analysis of Questionnaire
1.Which fit you like Most?
0% 10% 20% 30% 40% 50% 60% 70% 80%
Skinny
Regular
Straight
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2.Why you prefer Levis?
0% 10% 20% 30% 40% 50% 60%
Quality
Price
Style
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3.Do you feel any difference between Levis specialtystore and Shoppers stop Levis?
When I asked them what kind of difference they find here in
comparison to other Levis Store, They said me that, You have
Less Merchandise Choice.
0% 10% 20% 30% 40% 50% 60% 70%
Yes
No
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4.How would you Rate Levis Store in Shoppersstop?
0% 20% 40% 60% 80% 100%
Poor
Good
Very Good
Excellent
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5.Do you feel anything missing here?
When I asked this question to customers, they said that there is
missing of shoes, bags, wallets, Belts, Hats etc.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
YES NO
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6.Are you satisfied with the services of Levis Store?
When I asked this question to customers, 83% customers are
satisfied with the services of the Levis and only 17 % of the
customers are not satisfied. When I tried to know the reason,
they said that sometimes they face the problem of lack of
attendant.
0% 20% 40% 60% 80% 100%
Yes
No
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7. How would you Rate the serviceability of the Levis
store here?
0% 20% 40% 60% 80% 100%
Good
Very Good
Poor
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Questionnaire for Esprit
1.Which fit you like most?A) Skinny B) Regular C) Straight
2.Why you prefer Esprit?A) Quality B) Price C) Style
3.Do you feel any difference between Esprit specialtystore and Shoppers stop Esprit?
A) Yes B) No
4.How you would Rate Esprit Store in Shoppers stop?A) Excellent B) Very Good C) Good D) Poor
5.Do you feel anything missing here?A) Yes B) No
6.Are you satisfied with the services of Esprit Store?A) Yes B) No
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7.How would you Rate the serviceability of the Espritstore here?
A) Good B) Very Good C) Poor.
8.Any Suggestion for Improvement?
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Analysis of Questionnaire
1.Which fit you like most?
0% 10% 20% 30% 40% 50% 60%
Straight
Regular
Skinny
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2.Why you prefer Esprit?
0% 20% 40% 60%
Quality
Price
Style
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3.Do you feel any difference between Esprit specialtystore and Shoppers stop Esprit?
0% 20% 40% 60% 80%
Yes
No
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4.How you would Rate Esprit Store in Shoppers stop?
0 20 40 60 80
Poor
Good
Very Good
Excellent
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5.Do you feel anything missing here?
0% 20% 40% 60% 80% 100%
Yes
No
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6.Are you satisfied with the services of Esprit Store?
0% 20% 40% 60% 80%
Yes
No
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7.How would you Rate the serviceability of the Espritstore here?
0% 20% 40% 60% 80%
Good
Very Good
Poor
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Recommendation & Suggestions
y In both the Stores Customers are not satisfied with the
assortment means they want lot of choices. SoAssortment should be deep.
y In Levis Store Customers want other more things like
Bags, Shoes, wallets, Hats.
y Most of the Customers (75-80%) rated our stores Very
Good in terms of attractiveness. If we want to move itto Excellent, we have to focus onto the lighting &theme of the stores especially in Levis Store.
y As far as services of the stores are concerned customers
are only unsatisfied with the lack of attendant.
Sometimes they have to wait for them.
y In Esprit Store, Sometimes customers have to wait for
their chance because there is a very little space.
Especially on weekends.