Amey Sankhe

Section A- 46

CATCHMENT ANALYSIS
AND CONSUMER
BEHAVIOUR.

Home Stop , INORBIT MALL , Vashi

 ABOUT SHOPPERSSTOP

Promoted by the k Raheja crop group, one of leading players in real estate
development and hotels.

Shoppers stop operates under the departmental store format, and was one of
the pioneers of the large format stores in India.

Progressed from being a single brand shop to a family orientated fashion and
lifestyle store.

Created a new business unit to manage its specialty businesses like

crossword, mother care, home stop, f&b business and mac
 CONCEPT OF HOME STOP

“To Create A Leisurely Paced Destination Store For Home Décor With An
Aesthetic Appeal Which Is Contemporary In Style, Warm And Luxurious
In Ambience.”

Objective of setting up Business

 Target maximum customer around the area
 Offer Reasonable Price
 Achieve its maximum Sales
 Be the No.1 Homer Decor Shop in New Mumbai

Presence In Bangalore, Mumbai And Delhi & Navi Mumbai.

 HomeStop houses some of the most reputed national and international
brands under one roof. 

Categories Brands
High End Crockery Corelle
Premium Steel Utensils Magpie And Artinox
Feather Pillows And Fine Bedding Paradies, Germany
Bed Linen And Furnishing Ivy, Fern, Portico, Maspar, Bombay Dyeing
Home Appliances Phillips And Morphy Richards
Bathroom Linen Welspun
 HOME STOP’S COMPETITORS

 Home Bazaar
 Well Home
 Durian
 Spaces
 Mom’s sleek
 Sleek Pyramid Kitchen
 Godrej Interio & Furnishing
 OBJECTIVES

 To perform a Catchment Analysis for identifying customers perception

about the Branded Home Décor & Furniture sector.

 Understand The Target Market On The Basis Of Catchment Analysis

For HomeStop

 To understand customers views regarding HomeStop.

CATCHMENT ANALYSIS

Definition:
Catchment analysis is basically a tool for area mapping of that local
market to finds the locations of the competitors, customers and
traffic between them, in order to quantify the sizes and potentials of
that local catchment areas and market of that area as whole.
 RESEARCH METHODOLOGY

 Research Process
 Defining the problem and research objectives
 Develop the research plan
 Make the decision

 Research Instrument
 Sample Questionnaire
 SAMPLE UNIVERSE

The catchment area for conducting the survey was near to store :

 Vashi
 Juinagar
 Nerul
 Seawood
 Kharghar
 SAMPLE SIZE
Data was collected from 200 respondents .
 
 

 PARAMETERS FOR CHOOSING THE SAMPLE

The respondents chosen were from middle class & upper middle class
based on their locality .
PRIMARY DATA

Area No. of respondent

Vashi 80
Juinagar 15
Nerul 50
Seawood 25
Kharghar 25
Others 5
DATA COLLECTION TECHNIQUE
 face to face interview
 personal Contact method
 SECONDARY DATA
The secondary data was collected from catalogues, magazines, records
and, websites, related to retail Industry.
 Questions Asked while conducting Survey Analysis

80
Occupation ? 70
60
Student Others Self Employed
50 10% 3%
15%
40 75 Businessman
30 10% House wife
49 25%
20
30
10 20 20 Service
0 6 38%

In the occupation wise distribution it is found that maximum

respondents are from Service sector 38% followed by housewives 24%,
15% are self employed, 10% belong to business background,10% are
student,3% are other backgrounds.
 Monthly Household Income ?
70
60 66
50
52
40
30 34
20
21
10 16
11
0
Rs. 10000 - Rs. Rs. 20000 - Rs. Rs. 30000 - Rs. Rs. 40000 - Rs. Rs. 50000 - Rs. Rs. 60000 & Above
20000 30000 40000 50000 60000

This question was asked to the respondents to find their income

distribution, so that we will able to target middle & upper middle
class customers. 76% respondents were from selected range i.e.
40,000 & above
 Own Or Rent House ?
Generally those people who live on rental basis or on company house
don’t spend money on buying Home Decor & Furniture Product. So,
65% respondent lives in their own house.

Rental Basis
18%

Company House
18%

Own House
65%
 Awareness of E-Commerce ?
This question was asked to find out that how many people are familiar
with use of internet, so that company can decide its various promotion
plan using internet as a medium of communication so as to reach to the
people. Out of 200 respondents 136 do i.e. 68% use internet on regular
basis. No
32%

Yes
68%
 Where Do You Like To Shop From ?
120

100

80

60

40

20

0
High End Crockery Premium Utinsels Bed Linen Bathroom Linen Home Décor Kitchen Appliances

Unbranded Shop Departmental stores Shopping Malls Designer Shop

 In this they were asked that from where were they purchased
product like High end crockery, Premium utensils, Bed linen,
Bathroom linen, Home Decor , Kitchen Appliances from following
options Local store, Departmental stores, Shopping malls, Designer
store.

48% respondents told that they purchased High end Crockery &
Premium utensils from shopping malls followed by 35% from
departmental stores & only 12% like to purchase it from Local shop.

 49% respondents told that they would like to purchased Bed &
bathroom linen from Departmental store followed by 43% from
shopping malls & only 6% like to purchase it from Local shop.
 83% respondents would like to buy Home decor product from
shopping mall & departmental store followed by 16% from local store.

 45% respondents told that they would prefer to buy kitchen

appliances from departmental store followed by 35% & 19% from
shopping mall & local store respectively.
 Which Department Store Do You Visit Frequently For The Following ?
100
90
80
70
60
50
40
30
20
10
0
High End Crockery Premium Utinsels Bed Linen Bathroom Linen Home Décor Kitchen Appliances

Once in a month Once in 3 mths Once in 6 mths Once in a year More than a year
 This question was asked to find frequency of visit of the respondents
to buy product like High end crockery, Premium utensils, Bed linen,
Bathroom linen, Home Decor , Kitchen Appliances from following
options Local store, Departmental stores, Shopping malls, Designer
store.

 55% respondents told that they visit to various store between 3 to 6

months & only 60% after 6 month & more to buy High end Crockery

 Respondents told 75% of them visit to various store between 3 to 6

months & 16% visit after 6 month & more to buy premium utensils
 Nearly 94% respondents told that they visit to various store between
3 month to 1 year rather than once in month to buy bed & Bathroom
linen product.

 Nearly 67% respondents told that they visit to various store between
6 months to 1 year rather than before 6 months to buy Home Decor
product.

 Nearly 61% respondents told that they visit to various store after 1
year to buy kitchen appliances.
 
 Have You Heard Of Home Stop ?
Yes
38%

No
62%

This question was asked to the respondents to find awareness about

existence of the Home Stop store in Navi Mumbai. As its newly open
store,  62% people are unaware about the existence of the store.
  Would You Like To Recommend Us To Others ?
No
12%

Yes
88%

88% respondents were ready to recommend Home Stop to others & 12%
were reluctant to recommend.
 Would You Like To Visit Home Stop, Vashi ?

No
15%

Yes
85%

85% were ready to visit to the Home Stop.

 FINDINGS

 With this study it is found that the customers prefer to purchase

home décor & furniture items from Departmental store & Shopping
Malls as compared to Local and Designer shop
 
 During the study it was clarified that while making purchasing
decision ,customers consider the factors like Proximity, Variety, Price
considerably compared to Parking Space, after sales service
 
 Most people prefer to go for shopping with their spouse & children
rather than Mother , Father or relatives
 Majority of the people know about Shoppers Stop but they don’t
know about Home Stop & also they are unaware that Home Stop is
sister concern of Shoppers Stop.
 

 Majority people would like to recommend Home Stop to others but

just a few of them know about Home Stop.

 
 In this study it is found that, after knowing Home Stop is sister
concern of Shoppers Stop, almost all people showed their interest to
visit Home Stop.
 
 During study it was observed that the upper middle class & upper
class customers prefer to purchase branded home décor & furniture
product compared to lower class & Middle Class customer

 
 In this study it is also found that most of the people visit the
shopping mall after 3 to 6 month for specifically buying the product like
High end crockery, premium steel utensils, feather pillows and fine
bedding bed linen and furnishing, bathroom linen.
 Majority of the people would like go to shopping malls for buying
the product like High end crockery, Premium utensils rather than
departmental stores, but when it’s comes to buy the product like
Bed linen, Bathroom linen they would prefer departmental or
shopping mall rather than local stores.
RECOMMENDATION & SUGGESTION

 Most of the people prefer to visit departmental store or Shopping

malls which are nearer to their areas. So based on development of area
company should open more number of stores.
 
 During study it was observed that Majority of the people have their
own house in Navi Mumbai. So they don’t mind spending their money
purchasing Home Décor & Furniture Product.
 
 As many of the people don’t know about Home Stop, Promotional
activities like Advertising, Discounts etc. has to be done on a large
scale.
 As many people don’t know about Home Stop along with its
competitor, so company can have advantage to become pioneer in
Home Décor & Furniture sector.
 
 People often repurchase Home Décor & furniture Products after a
minimum period of 6 month, so company should expand their
customer base through various promotional activities in order to
maintain & maximize the profit for longer period of time.
 
 Most of the people know about Shoppers Stop, also loyal customer
base of Shoppers Stop is more compared to Home Stop. If company is
able to pull these customers, it can become major plus point for the
Home Stop.
 If company can do tie ups with well establish interior Decorator, it
would lead to new area of development for Home Stop. As these people
can recommend Home Stop products to their clients.
 

 People yet don’t know about international or national brand available

in Home Décor & furniture Sector, company should develop its own
brand simultaneously along with expanding the business.
 
Thank you

Presented by Amey Sankhe