Why do shoppers stop at Shoppers Stop?

Abstract

Retailing as an industry is expanding in India by leaps every year creating new stores, novel store formats and hundreds of jobs. Amid closing of many stores of multi-brand retail chains, it is important to understand shoppers’ behavior at the leading chain Shoppers Stop. This study is undertaken primarily with this objective. The study uses different statistical techniques to segment different consumers into three groups of students, career beginners and working professionals. The article examines these consumer segments critically for their purchase patterns on different dimensions. It also compares buying behaviors of consumers of Shoppers Stop with those of competition. The study provides a novel view of shopper behavior in terms of her life stage in the context of retail sales. Marketers will realize the effect of life stages on consumer and will design product offerings accordingly. Across all segments, shoppers suggested having more variety at Shoppers Stop for which new private label brands are required. The study finds critical points of differentiation of Shopper Stop and specific areas of improvements. The article examines multiple marketing implications of the study. Future studies can

validate this study with different composition of sample size. Future research can also focus on validating reasons for consumers’ shifting loyalty from Shoppers Stop. Future research can compare consumer behavior of online and offline multi-product stores.