UNIVERSITY OF MUMBAI

RAJEEV GANDHI COLLEGE OF MANAGEMENT STUDIES PLOT NO.1,

SECTOR-08, GHANSOLI, NAVI MUMBAI-400701

“A Study on satisfaction of customer at Shoppers stops Vashi Store”

A PROJECT SUBMITTED IN THE PARTIAL FULFILLMENT OF THE

REQUIREMENT FOR THE AWARD OF THE DEGREE OF MASTER IN
MANAGEMENT STUDIES (MMS)

SUBMITTED BY:
MR. Amol Waghmare

ROLLNO.
MMS202325013

UNDER GUIDANCE OF:

Mrs. Farheen Ahmad

MMS (Marketing) -SEM IIIA.Y.2024-2025

BATCH: 2023-2025
 DECLARATION

I, Mr. Amol Waghmare have completed the Summer Internship Project entitled
“A Study on satisfaction of customer at Shoppers stops Vashi Store” under the
guidance of Mrs. Farheen Ahmad in the partial fulfillment of the requirement for the
award of a degree of Master Management Studies (MMS) of Mumbai University.

This is an Original piece of work & have neither copied or submitted it earlier elsewhere.

Date : 25/08/2024

Place: Ghansoli

Signature
Amol Waghmare
 CERTIFICATE

This is to certify that Mr.Amol waghmare is a bonafide student of Rajeev Gandhi

College of Management Studies, Ghansoli, Navi Mumbai. As a part of the
University of Mumbai curriculum, the student has undergone a summer
internship of two months & prepared a study project entitled. “ A Study on
satisfaction of customer at Shoppers stops Vashi Store.”
In the partial fulfillment of the requirement for the award of the Degree of Master
in Management Studies (MMS)

Signature Signature
Ms. Farheen Ahmad Pro.Dr. Dinesh
Gabhane
(Faculty Guide)

Signature Signature
(Industry Guide) (External Examiner)
 ACKNOWLEDGEMENT

This project has been a great learning experience for me .I take this opportunity to thank Mrs
Farheen Ahmad, my internal project guide, whose valuable guidance & suggestions made this
project possible. I am extremely thankful to her for all the support. She has encouraged me and
channeled my enthusiasm effectively. I express my heartfelt gratitude towards my parents,
siblings, and all those friends who have willingly and with utmost commitment helped during
project work.

I also express my profound gratitude to Dr. Dinesh Gahanna, Director of Rajeev Gandhi
College of Management Studies, Navi Mumbai for allowing me to work on the projects and
broaden my knowledge and experience. I would like to thank all the faculty members and
administrative staff of Rajeev Gandhi College of Management Studies, especially the library
staff who were very helpful in providing the books and articles needed for my project. Last but
not least, I am thankful to all those who indirectly extended their cooperation and invaluable
support to me.
 PREFACE

Gaining a grasp of customer satisfaction has become necessary for success in the quickly
changing retail industry. In order to get insight into the expectations and shopping experiences of
the customers at Shoppers Stop in Vashi, this study explores the degree of customer satisfaction.
The well-known retail company Shoppers Stop has made a name for itself in the Indian retail
industry, and its Vashi location is an important hub for communication with its wide range of
customers. This study aims to provide a thorough assessment of how effectively the store
satisfies the needs and preferences of its customers by examining customer feedback, service
quality, selection of products, and overall shopping experience. The results will provide useful
recommendations for raising customer happiness, which will eventually lead to better service
and increased client loyalty.

In the modern retail industry, where there is intense rivalry and ever-increasing consumer
expectations, a store's ability to satisfy its customers is important. The well-known retail
company Shoppers Stop is the subject of this study, which focuses on its Vashi location, which
caters to a wide range of clientele and is located in a busy business district.

Shoppers Stop has established a reputation for providing a broad selection of goods, including
anything from home goods and cosmetic products to trendy garments and accessories.
Maintaining high levels of customer satisfaction is still a dynamic task, even with its significant
market presence. This calls for a thorough grasp of the attitudes and experiences of customers.
The Vashi branch is an excellent environment for our investigation because of its great location
and wide range of products.
 Table of content
Chapters Contents Page No

1 Introduction

2 Profile of the Organization

3 Literature Review

4 Research Methodology
5 Objectives of the Study
5.1 To Study the Influence of Marketing Channels on the Success
of Seasonal and Promotional Campaigns
5.2 To Study the Long-Term Effects of Seasonal and
Promotional Campaigns on Customer Loyalty
5.3 To Study Customer Response and Engagement During
Seasonal and Promotional Periods
Scope the Study
Research Design, Population ,Sample ,Primary and
Secondary Data
Use of Statistical techniques for data analysis
Limitations of the Study

6 Limitations of the Study

7 Findings
8 Conclusion

9 Recommendations

10 Bibliography

INTRODUCTION
Philip Kotler’s definition of Marketing is: More than any different branch in a business,
advertising offers with clients. The basis of modern-day advertising principle and exercise is producing price and
pleasure for customers. Delivering purchaser pride whilst making a income is marketing. Marketing's twin

In the world of modern retail, building competitive advantage and realizing economic success
depend on comprehending and improving client happiness. Leading Indian retail chain Shoppers
Stop is well-known for its wide range of products and dedication to providing a first-rate
shopping experience. This study focuses on the Shoppers Stop branch, which is an essential node
in the company's retail network and is situated in Vashi, a well-known commercial district in
Navi Mumbai.

Company History :
A key indicator of a business's performance is customer satisfaction, which quantifies how well
its products or services meet or exceed the needs and expectations of its clients. Customer
satisfaction is defined as the degree to which consumers believe their requirements and wants are
sufficiently met. It includes a range of factors, including service quality, product availability,
store atmosphere, and cost. Any retail institution should prioritize high customer satisfaction
because it is frequently linked to greater customer loyalty, repeat business, and positive word-of-
mouth.

A well-known brand in the Indian retail industry, Shoppers Stop is a perfect example of how to
analyze consumer happiness. Shoppers Stop, which was founded in 1991, has developed into one
of India's top retail chains and is well-known for a variety of goods, such as clothing,
accessories, home goods, and beauty products.

1. An Overview of Customer Satisfaction

Customer satisfaction is defined as the extent to which a company's goods and services either
meet or exceed the expectations of its clients. It is an important sign of both client loyalty and
company success.

Importance: Long-term business viability depends on enhanced customer loyalty, repeat

business, and positive word-of-mouth, all of which are facilitated by high customer satisfaction
levels.

2. The Retail Setting and the Clientele

Retail Environment: The layout, aesthetics, and general shopping experience of a store are all
part of the retail environment. This includes things like cleanliness, usability, and the availability
of specials in a store like Shoppers Stop.

Customer Experience: This includes all of a customer's interactions with the store, including
when they first visit, when they make purchases, and after they leave.

3. Factors Influencing Customer Satisfaction

Product quality is the degree to which a product is thought to meet or exceed the expectations of
the consumer.
Service quality includes the attitude, productivity, and professionalism of the employees. Levels
of satisfaction can be strongly impacted by customer service.
Store Atmosphere: This refers to the arrangement, illumination, and design of the store's physical
space.
Value for Money and Price: Consumers evaluate whether they feel they are getting value for
their money and whether the prices are reasonable.
Convenience: Contains elements like product accessibility, store location, and hours of
operation.

4. Shoppers Stop Specifics: Shoppers Stop is a well-known retail business in India that is
known for both its large product selection and its superior customer service. Customer
satisfaction and expectations may be impacted by its reputation.
Expectations from Customers: Customers at Shoppers Stop may anticipate excellent customer
service, an extensive product selection, and a relaxing shopping environment.
Shoppers Stop frequently offers loyalty programs and deals that, by appearing to offer perceived
extra value, may have an impact on customer happiness.

5. Expected Findings: Identifying the essential elements that promote patron satisfaction at the
Shoppers Stop Vashi location.
Enhancement Domains: Identifying aspects in which client demands are not entirely fulfilled
and proposing approaches to enhance the situation.
Actionable Insights: Drawing conclusions from the research and offering suggestions for
improving customer happiness.You create the basis for a thorough examination of consumer
happiness at the Shoppers Stop Vashi location by putting out this conceptual background.
PROFILE OF THE ORGANIZATION
1. Overview of the Company: Shoppers Stop Ltd.
Established: 1991
Headquarter: Maharashtra, India's Mumbai
Retail (Department Store) industry

Business Model: Shoppers Stop is a chain of department stores that sells a variety of things, such
as apparel, accessories, housewares, cosmetics, and more.

2. Mission and Vision

Our mission is to create a distinctive shopping experience by offering outstanding customer
service, a wide selection of products, and a focus on value and quality.
Vision: To be India's most favored and reliable retail brand, recognized for its creativity,
commitment to its customers, and corporate social responsibility.

3. Store Profile: Vashi Store

Location: Shoppers Stop, Inorbit Mall, Sector 30A, Vashi, Navi Mumbai, Maharashtra, India

Store Size: [Include square footage or approximate size if available]

Product Range:

 Apparel: Men's, Women's, and Kids’ clothing

 Accessories: Bags, jewelry, and watches
 Beauty: Skincare, cosmetics, and personal care products
 Home: Home décor, kitchenware, and small furniture
 Footwear: Various brands and styles

Store Atmosphere: Modern and spacious layout designed to enhance the shopping experience.
Includes comfortable fitting rooms, well-organized shelves, and clear signage.
4. Customer Experience

Service Standards: Shoppers Stop emphasizes customer service with a focus on courteous,
knowledgeable staff, personalized shopping assistance, and efficient problem resolution.

Technology Integration: Use of POS systems for smooth transactions, digital price tags, and
integration with the Shoppers Stop mobile app and website for a seamless shopping experience.

Customer Feedback Mechanisms:

 In-Store Surveys: Regular customer feedback forms available in-store.

 Online Reviews: Monitoring and responding to customer feedback on platforms like
Google Reviews, social media, and the Shoppers Stop website.
 Loyalty Programs: Shoppers Stop First Citizen Program offers rewards, discounts, and
exclusive offers.

5. Promotions and Marketing

TV commercials, print media, social media campaigns, and digital marketing are examples of
advertising channels.
Promotions: To increase foot traffic and boost consumer satisfaction, regular sales, seasonal
deals, and special in-store promotions are all offered.
Community Engagement: Taking part in philanthropic and local events to improve community
connections and brand recognition.

6. Competitive Environment Principal Rivals:

Lifestyle Stores: Chains of department stores with a similar product selection.
Big Bazaar: known for offering a range of goods, such as clothing and food.
Online retailers that provide convenience and competitive price include Amazon and Flipkart.
Strong brand recognition, high-end product selection, skilled employees, and an emphasis on
customer service are competitive advantages.

7. Challenges and Opportunities

Challenges:
 Competition: There is a strong rivalry from both internet and physical stores.
Shifting Customer Preferences: Changing to meet the needs and desires of modern customers.

Prospects:
  Growth: Possibility of adding additional locations or renovating current ones.
Digital transformation is the process of using technology to increase consumer reach and
enhance the shopping experience.

8. upcoming plans
Describe the store's long-term objectives, such as increasing customer satisfaction levels,
adding more products to the lineup, or innovating to improve the in-store shopping experience.
Future Projects: Any future updates to technology, new service offerings, or renovations.
In the framework of a consumer satisfaction research, this thorough profile offers a strong basis
for understanding Shoppers Stop and its Vashi location. It contains vital data on the business's
operations, competitive landscape, and elements impacting customer experience.

LITERATURE REVIEW

Review of the Literature: Retail Settings' Customer Satisfaction

A review of the literature on consumer satisfaction in retail settings looks at theories and
studies that have been done in the past that might assist frame and interpret the study, with a
focus on Shoppers Stop's Vashi shop. This is a well-organized summary of the main points and
conclusions from the literature:
1. Conceptual Framework of Customer Satisfaction
Meaning and Significance: The extent to which consumers believe a good or service has fulfilled
their expectations is known as customer satisfaction. Oliver (1980) defined satisfaction as an
assessment of a good or service that is impacted by the contrast between the good and the
bad.

2. Dimensions of Customer Satisfaction in Retail Service Quality: The SERVQUAL model, which
measures qualities including dependability, responsiveness, assurance, empathy, and tangibles,
may be used to assess service quality, according to Parasuraman, Zeithaml, and Berry (1988).
grasp consumer satisfaction in retail settings requires a grasp of these factors.
Product Quality and diversity: Research by Cronin and Taylor (1992) shows that a customer's
level of happiness is greatly influenced by the quality of the products they sell and their
diversity. To match client expectations, a wide variety of options and high-quality items are
essential.
Shop Atmosphere: Bitner (1992) first proposed the idea of a "servicescape," or the actual
setting in which a service is provided. Customer happiness and impressions are influenced by
the layout, design, and atmosphere of the store.
Value for Money and price: According to research by Dodds, Monroe, and Grewal (1991),
consumers' opinions of value for money and price are important indicators of their level of
satisfaction. Consumers assess if a product's pricing accurately represents its perceived worth.

3. Engagement and Experience of Customers

Omni-Channel Experience: Lemon and Verhoef (2016) talk about how important it is for
customers to be able to move between online and offline interactions with ease, or an omni-
channel experience. Integrating in-store and internet interactions may improve customer
satisfaction for a shop like Shoppers Stop.
Customer service and personalization: Peppers and Rogers' (2011) research highlights how
providing individualized care may increase client happiness. A more engaging and fulfilling
shopping experience may be achieved by customizing the process to each customer's
requirements and tastes.

4. Managing Complaints and Feedback

good Complaint Handling: In order to preserve client happiness, Davidow (2003) asserts that
good complaint management is essential. Clients are more inclined to stick around if their
problems are resolved satisfactorily and promptly.
Feedback Mechanisms: Research by Fornell et al. (1996) indicates that firms may increase
customer satisfaction and find areas for development by routinely gathering and analyzing
consumer feedback.

5. Loyalty Schemes and Rewards

Impact of Loyalty Programs: Reichheld and Sasser's (1990) research shows how loyalty
programs may improve customer retention and satisfaction. Programs that provide advantages,
discounts, and awards enhance the shopping experience.
Customer Perceived Value: Loyalty programs work better when they reflect the values and
preferences of the customer base. Perceived value from loyalty programs can lead to higher
satisfaction and repeat business, claim Yi and La (2004).

6. Market Position and Competitive Environment

Competitive Differentiation: Porter (1985) asserts that businesses may increase consumer
satisfaction by setting themselves apart from rivals through distinctive value propositions.
Differentiating Shoppers Stop via premium goods, outstanding customer service, and a unique
shopping experience can be important components.
Market Position: According to research by Kotler and Keller (2016), a company's market
placement affects how satisfied and persuaded its customers are. Assessing Shoppers Stop's
status in comparison to others facilitates evaluating the company's effect on customer
satisfaction.

7. Cultural and Regional Aspects

Cultural Influences: Regional and social factors might affect consumer expectations and
satisfaction, according to Hofstede's (2001) research on cultural dimensions. To suit the
demands of its customers, a store in Vashi must have a thorough awareness of the cultural
preferences and purchasing habits of the area.
Local Preferences: Sweeney and Soutar's (2001) research suggests that matching goods and
services to regional preferences might improve customer satisfaction. Improving the customer
experience in Vashi may be achieved by changing offerings to local preferences and tastes.

Conclusion
The body of research on retail customer satisfaction offers a thorough foundation for
understanding the variables that affect satisfaction. Important factors include cost, retail
ambiance, product and service quality, and efficient handling of complaints. Utilizing insights
from previous research can assist Shoppers Stop's Vashi shop solve particular issues, improve
the customer experience, and raise overall happiness. The shop may more effectively match its
strategy with consumer expectations and market realities by using the results of relevant
studies.

RESEARCH METHODOLOGY

The research technique for a study on consumer satisfaction at Shoppers Stop's Vashi location
include creating an organized process for data collection, analysis, and interpretation. An
extensive summary of the study methodology is provided below:

1. Design of Research
Goal: Evaluate consumer happiness at Shoppers Stop's Vashi location by concentrating on a
number of factors, including overall shopping satisfaction, product selection, store atmosphere,
and service quality.
Research Type: Descriptive study to give a thorough explanation of customer satisfaction levels.
Based on client input, this method helps in finding trends, connections, and insights.

2. Data Collection Methods

A. Primary Data
 Surveys and Questionnaires
Design: Create a well-organized questionnaire with questions that are both quantitative and
qualitative. Important aspects of consumer satisfaction should be covered in the survey, such as
overall experience, price, store atmosphere, product quality, and service quality.
Format: For quantitative measurements, use Likert scale questions (e.g., 1–5 or 1–7); for
qualitative comments, use open-ended questions.
Distribution: Distribute surveys in-person and online. While in-store surveys can be completed
on paper forms or tablets, online surveys can be disseminated via email or the store's website.
 Interviews
Type: To obtain full details about a sample of customers' purchasing experiences and
satisfaction, conduct in-depth interviews with them.
Format: Conduct semi-structured interviews using a list of important subjects and questions as
a guide, but give room for creative answers.
Focus Groups
Purpose: To understand consumer attitudes and views more thoroughly.
Structure: Set up focus groups where six to ten people per talk about different facets of their
Vashi shop experiences.

 Focus Groups :
Purpose: To understand consumer attitudes and views far better.
Structure: Set up focus groups where six to ten people per talk about different facets of their
Vashi shop experiences.

B. Secondary Data:
 Review of Store Performance Data:
To identify patterns and trends in consumer satisfaction, examine sales figures, loyalty program
information, and customer feedback logs.

 Competitor Analysis
Analyze competitors' customer reviews and satisfaction ratings to offer another viewpoint.

3. Sampling
A. Sample Size
Determination: Based on the total number of consumers that visit the Vashi store, calculate the
suitable sample size. Ascertain that the sample is representative by using statistical tools or
methods.
B. Method of Sampling
Probability Sampling: To guarantee that each client has an equal chance of being chosen for
the survey, employ random sampling procedures.
Non-Probability Sampling: Purposive or convenience sampling can also be applied to
interviews and focus groups.

4. Data Collection Procedure.

 Survey Administration
To gather a wide variety of consumer experiences, distribute surveys on different days and at
different times. Use privacy and anonymity to promote truthful answers.
 Interview and Focus Group Scheduling
Arrange focus groups and interviews during times that work best for the participants. Take
thorough notes all over sessions and record them (with approval).
 Data Handling
Make sure that the proper data management processes are followed, such as reacting to data
protection laws and keeping data securely.

5. Data Analysis

A. Quantitative Analysis:
  In descriptive statistics, survey responses are summarized using the mean, median,
mode, and standard deviation.
 Inferential Statistics: Use statistical tests (such as ANOVA and t-tests) to find significant
variations in customer satisfaction levels among various customer segments.
 Data visualization: To graphically depict data results, create tables, graphs, and charts.

B. Qualitative Analysis
 Thematic Analysis: Look for common themes and trends in open-ended survey,
interview, and focus group replies.
 Content Analysis: Classify and measure comments on particular subjects by analyzing
textual data.

6. Reporting and Interpretation

A. Findings
Provide a summary of the most important customer satisfaction research findings, emphasizing
both the good and the bad.
B. Recommendations
To improve consumer happiness at the Vashi shop, make practical suggestions based on data
analysis.
C. Limitations
Talk about any research limitations that may exist, such as sample size limits or possible biases.
D. Future Research
Make recommendations for future research topics, such as comparative studies with other
stores or long-term studies to monitor changes in consumer satisfaction over time.

7. Ethical Considerations
A. Informed Consent
Find out that participants have given their consent and are given sufficient details about the
study's goal.
B. Confidentiality
By handling information securely and anonymizing replies, you may preserve participants'
privacy.
C. Data Integrity
Uphold strong integrity and accuracy standards while collecting, evaluating, and reporting data.

By using this research approach, you may gather insightful data, create plans to enhance the
entire customer experience, and methodically evaluate consumer satisfaction at Shoppers
Stop's Vashi location.

OBJECTIVES OF THE STUDY

1. A Study on satisfaction of customer at Shoppers stops Vashi Store market positioning in

comparison to its competitors
 1. Evaluate Total Customer Contentment
Goal: Assessing Shoppers Stop's Vashi store's general customer satisfaction level.
Specifics: Assess the degree to which consumers are satisfied with the service, selection of
products, atmosphere of the business, and ease of checkout.
 2. Determine the Main Sources of Satisfaction
The aim of this study is to determine the critical elements that have a major impact on
customer satisfaction at the Vashi shop.
Specifics: Find out which factors—such as product quality, customer service, and shop design—
have the most effects on how satisfied customers are overall.
 3. Assess how customers see the range and quality of the products.
Goal: To find out how consumers feel about the range and caliber of goods available at
Shoppers Stop's Vashi location.
Specifics: Examine consumer comments on product availability, quality, and assortment to
learn about expectations and perceptions.
 4. Analyse Ambiance and Store Environment
Examining what customers think of the store's design, upkeep, and general atmosphere is the
goal.
Specifics: Analyze how the store's physical features affect customers' pleasure and overall
shopping experience.
 5. Assess Value for Money and Pricing
Goal: To find out how shoppers feel about the value and price at Shoppers Stop's Vashi
location.
Specifics: Find out what the customers think of the pricing plan and if they think the products
they are buying are worth the money.
 6. Evaluate the Check-Out Process
Goal: Assessing how satisfied customers are with the Vashi store's checkout procedure.
Details: During checkout, record metrics including transaction speed, ease of use, and
efficiency.
 7. Evaluate Client Satisfaction Compared to Competitor
The aim of this study is to evaluate the degree of customer satisfaction at Shoppers Stop's Vashi
location in relation to other local competitors.
Specifics: To find out how Shoppers Stop compares to its main rivals in terms of customer
satisfaction, do a competitive study.
 8. Assess the Success of Loyalty Initiatives
The purpose of this study is to evaluate how Shoppers Stop's loyalty programs affect client
retention and satisfaction.
Specifics: Examine the effects of the First Citizen loyalty program on general loyalty, repeat
business, and consumer satisfaction.
 9. Acknowledge the Impact of Culture and Region
The goal is to investigate how Vashi's regional and cultural characteristics impact consumer
satisfaction and expectations.
Specifics: Examine any particular regional inclinations or cultural elements that may have an
impact on consumer behavior and pleasure at the Vashi shop.
 10. Find Areas That Could Use Improvement
Goal: To pinpoint areas where store performance and customer happiness could be enhanced.
Specifics: On the basis of the study's findings, offer practical suggestions for improving the
customer experience and filling in any gaps.

2. In a study focusing on customer satisfaction at Shoppers Stop’s Vashi store, the objectives
can be clearly defined to explore various aspects of the customer experience. Here’s a
detailed outline of the objectives for such a study:

 1. Assess Total Client Satisfaction

Goal: To find out how satisfied customers are generally with their shopping experience at
Shoppers Stop's Vashi location.
Specifics: Assess overall consumer satisfaction and determine how effectively the shop fulfills
expectations from a variety of angles.
 2. Assess Client Satisfaction with Service Excellence
The purpose of this survey is to find out how the Vashi store's employees are perceived by the
public in terms of service quality.
Specifics: Consider aspects like the politeness, helpfulness, responsiveness, and professionalism
of the staff.
 3. Examine range satisfaction and product quality
The goal is to evaluate how satisfied customers are with the store's selection and caliber of
goods.
In-depth: Examine opinions on the caliber of the products, their accessibility, and the variety of
choices offered for each category.
  4. Assess Satisfaction with Store The environment
Goal: To assess how satisfied customers are with the store's physical attributes, such as its
design, atmosphere, and cleanliness.
Specifics: Examine the effects that the store's atmosphere has on customers' pleasure and
overall shopping experience.
 5. Assess Satisfaction with Cost and Worth for Money
The purpose of this study is to assess how customers see price and if they believe they are
receiving value for their money.
Specifics: Examine how consumers see product prices and whether they are satisfied with the
value they got for their money.
 6. Examine the Experience of Checkout
Goal: To find out how satisfied customers were with the speed and simplicity of the checkout
procedure.
Specifics: Examine elements like wait times, how smoothly payments are processed, and how
convenient checking out is overall.
 7. Determine the Main Factors Affecting Client Satisfaction
Goal: Determining the key elements that influence consumer happiness at the Vashi shop.
Specifics: Ascertain which aspects of the shopping experience—such as the atmosphere,
service, and quality of the products—have the most effects on the happiness of the customers.
 8. Get Client Input on Areas That Need Improvement
The goal is to gather and examine consumer input on areas where the shop could be made
better.
Specifics: Determine which particular elements of the in-store experience customers believe
should be improved or altered.

 9. Examine the Effects of Loyalty Initiatives

The purpose of this analysis is to determine how loyalty programs affect client loyalty and
satisfaction.
Details: Assess the First Citizen loyalty program's efficacy and its influence on client satisfaction
and retention.
 10. Create Strategic Guidelines
Goal: Using the data, offer practical suggestions that will raise customer happiness.
Specifics: Make recommendations on ways to enhance the quality of the services provided, the
products offered, the store's atmosphere, the pricing schemes, and the feedback systems.

3. A Study on satisfaction of customer at Shoppers stops Vashi Store current marketing and
promotional strategies.
It's important to understand the current marketing and advertising strategies used by Shoppers
Stop in Vashi in order to evaluate consumer happiness at the store. An extensive overview of
these techniques is provided below:
 1. Marketing Strategies
A. Image and Brand Positioning
Premium Retail Experience: Shoppers Stop bills itself as a high-end department store with a
broad selection of excellent merchandise in areas including home goods, clothing, accessories,
and cosmetics.
Customer-Centric Approach: The shop places a strong emphasis on providing personalized
attention and a distinctive shopping experience.

B. Media Outlets for Advertising

Digital marketing reaches a wide audience by promoting shop events and new arrivals using a
variety of digital channels such as social media (Facebook, Instagram, Twitter), email
newsletters, and online advertisements.
Traditional Media: Promotes brands and draws in customers by running print ads in
newspapers and magazines. It may also employ radio and television advertisements.
In-store promotions: Draw attention to specials and the introduction of new products via in-
store banners, signs, and digital displays.

C. Promotion of Content
Social Media Campaigns: Post interesting information on a regular basis on social media
platforms, such as product highlights, style advice, client endorsements, and special deals.
Influencer Partnerships: To expand your audience and generate talk about your store's
products, team up with bloggers and influencers.
D. Relationship management for customers (CRM)
Data-Driven Marketing: Customizes marketing campaigns, such as product suggestions and
targeted discounts, by utilizing consumer information and past purchases.
input Integration: Customizes marketing messaging and boosts client engagement by utilizing
input from customers.

 2. Promotional Strategies
A. Discounts and Sales
Seasonal Sales: To draw clients and get rid of inventory, seasonal sales events are planned, such
as end-of-season sales, holiday promotions, and clearance discounts.
Discount Offers: In order to increase foot traffic and sales, often give discounts and special
offers on a selection of items.

B. Programs for Loyalty

Shoppers Stop's First Citizen club is a loyalty club that provides members with early access to
deals, unique discounts, rewards points, and special promotions, among other advantages. The
purpose of this program is to improve client retention and promote recurring business.
Tiered Membership: To encourage customers to visit the business more regularly, the program
may include many membership tiers with increasing perks.

C. Unique Events and Announces

Product launches: Organizes events to introduce new lines of goods, frequently with special
deals or advance access for guests.
In-Store Events: Plans activities like beauty seminars, fashion presentations, and style sessions
to entertain patrons and make their shopping experiences unforgettable.

D. Relationships and Collaborations

Working with well-known designers and companies to create special goods or collections can
draw clients searching for one-of-a-kind, superior products.
Local Partnerships: Increases local involvement by working with nearby companies or groups on
co-branded campaigns or events for the community.
E. Conversation and Communication with Customers
Email marketing: Informs clients about impending deals, new arrivals, and special events by
sending out promotional emails and newsletters on a regular basis.
specific Offers: Based on client preferences and past purchases, tailored offers and promotions
are sent using CRM data.

F. Integration of Omni-Channel and Online

E-commerce platforms let users to explore, order, pick up things in-store, or have them
delivered. They also combine the best aspects of online and in-store shopping experiences.
Click-and-Collect: This convenient and flexible service allows clients to purchase products online
and pick them up at the Vashi shop.

 3. Evaluation and Optimization

A. Monitoring Performance
Sales metrics: Tracks and evaluates the success of marketing campaigns and sales performance
during promotional events.
Customer input: Gathers input from consumers regarding the success of advertising and
promotion tactics in order to make the required modifications.
B. Continuous Enhancement
Refinement of plans: Based on performance information and evolving consumer preferences,
marketing and promotional plans are routinely reviewed and improved.
Innovation: Constantly innovates and improves promotional activities by keeping abreast of the
newest technology and trends in marketing.

Understanding the above strategies helps with the evaluation of their impact on consumer
happiness at Shoppers Stop's Vashi location and their efficacy in augmenting the whole
shopping encounter.