research conducted on profiling & expectations of

© Copyright 2011 The Nielsen Company This document is highly confidential and intended f or client’s internal use only of 40

Research conducted on Profiling & Expectations of respondents for AMP

Universal Realty

Submitted by: The Nielsen Company October, 2011


Background and Objective

AMP Universal Realty Private Limited is one of the prominent players in the real estate space in Kolkata. Their currently on-going project is the AMP VAISAAKKHI, a 185,000 square feet commercial and office property currentl y under development. The project comprises of 3 floors of retail space, 1 floor for banquet/conference, 5 floors of office space and 3 basements.

90% of the office space is already booked. The bookings for the retail space has just started

AMP has already associated with prominent retailers like CCD, Javed Habib, Pen & Ink,

Samsung, Vodafone etc. for selling their retail spaces. In addition to the large branded retail players, the company is also targeting small/medium enterprises

The identified core catchment area for the AMP VAISAAKKHI comprises of Salt Lake

Sectors 1 and 2, and parts of Kestopur, Baguihati and Lake Town. The peripheral catchment area will include Sector 3 (currently served by City Centre) and the office goer crowd of Sector 5

The AMP marketing team intends to conduct a thorough and exhaustive profiling of the

catchment area to gain relevant inputs for potential product mix and possible competitive options for their retail section. This document outlines the research design, timelines and cost implication

Key Objectives

The core objectives of this research would be to:

� To understand the catchment area in terms of no. of households, population, income profile, purchasing/spend capacity and patterns etc .

� To gain inputs for the product mix (in terms of ret ail shop mix and also eateries/ restaurant cuisine mix)

� To gain insights into potential competition – servi ng target audience currently


Research Design

Sampling Methodology We used the Intercept methodology: respondents would be contacted outside their homes/on street corners/at the block shopping compl exes or markets and appointments would be taken. Main interview was conducted as per respondent’s convenience in terms of time and place

TOTAL SAMPLE SIZE:

Area No. of people Interviewed

All 368 Salt Lake - Sector 1 70 Salt Lake - Sector 2 58 Kestopur 59 Lake Town 58 Baguihati 62 Ultadanga 61

Secondary data search to generate inputs on number of households through electoral rolls

Primary research employing face to face interview t echnique in the main catchment areas


Executive Summary

The client, AMP Universal Realty, came to Nielsen with the objective of conducting research in the surrounding catchments of its new & upcoming mall called AMP VAISAAKKHI. The main objectives of this research would be

1. To understand the catchment area in terms of no. of households, population, income profile, purchasing/spend capacity and patterns etc.

2. To gain inputs for the product mix (in terms of retail shop mix and also eateries/restaurant cuisine mix)

3. To gain insights into potential competition – serving target audience currently We conducted 368 face – to – face interviews in the catchments surrounding the AMP VAISAAKKHI mall, these catchment were decided in consultation with the client. The primary catchments where the interviews were carried out were: a) Salt Lake Sector 1 b) Salt Lake Sector 2 c) Kestopur d) Lake Town e) Baguihati f) Ultadanga We can summarize the findings of the research, as follows – a) Current Shopping Behaviour:

An analysis into the findings of this section tells us that people residing in these catchments are open to shopping from both Traditional/Local markets as well as Malls/Enclaves/Shopping centres. This is positive for the client as AMP VAISAAKKHI will be having both Modern Format stores as well as Traditional markets. Consumer preference for both formats ensures consistent footfall for the mall. When it comes to buying branded goods, this is a very positive response from the people, a considerable number of people prefer to buy both branded as well as unbranded goods. b) Current Shopping Visit Dynamics: When it comes to Shopping Visit dynamics, we can see that majority of the people generally don’t travel more than 2kms when going to a shopping centre/mall, at an overall level that is 70%. This means that due to the positioning of the mall in the centre of these catchments with high density of residential houses there shall be a continuous footfall from people residing in the surrounding catchments. Hence, AMP VAISAAKKHI must ensure sufficient communication to all the surrounding catchment areas to get high footfall from the residents. Majority of the people (86% at on overall level) generally don’t travel more than 30 minutes to visit a mall, this reiterated the advantage of AMP VAISAAKKHI mall with the residents in the surrounding catchments. One of the facts that AMP VAISAAKKHI must ensure in its communication is the connectivity factor. Being located near Baisakhi stop, it is well connected by Buses & Autos. These two are the most frequently used


(59% at an overall level) modes of transport by the people residing in the catchment areas to visit a mall/shopping centre. c) Shopping Arcade visit dynamics: In terms of competition, City Centre 1 & Big Bazaar VIP Road are the most potent malls as they have the highest Visit density among the people from the catchment area. Other prominent malls are Pantaloons Kankurgachi & Mani Square. We can see that there is a high frequency of people visiting City Centre 1 in Salt Lake; this proportion is also pretty high for Kestopur, Lake Town, Baguihati and Ultadanga. These points to a high potential for frequent visitors for the client mall/arcade. When we dive deeper into the modes of travel used by resident to go to City Centre 1, we see a high incidence for people taking an auto/walking to the mall, this is positive news for AMP VAISAAKKHI, as residents in the nearby catchments can use their preferred mode of travel to visit the mall. d) Dining out dynamics: People in the catchment have a significant preference for dining out, and while dining out they usually go out in groups of 3 – 4 people. The people have stated that they prefer to visit a restaurant/joint which is in the near local vicinity of their homes, thus there is high scope for footfalls in the client mall as people residing in the nearby localities would prefer going to nearby food joints. The average amount spent when dining out is preferred to be less than Rs. 200 per head (74% at an overall level). Hence the client should focus on outlets/restaurants which would cater to the budget needs of the people. The food preference among the people is for Non-Veg (53% at an overall level), while 38% of the people would want both options in the mall. AMP VAISAAKKHI needs to have a higher proportion of outlets with Non-Vegetarian food as the scope for Vegetarian outlets is limited. As far as cuisine preference goes, AMP VAISAAKKHI should go for outlets which serve Chinese (79%), Bengali (62%), and Indian (61%) food. There is also a significant demand for Fast food outlets (46%). e) Concept Evaluation: A concept card was shown to all the respondents describing the AMP VAISAAKKHI mall, and what is being offered in the mall. There was a very high positive inclination towards the concept. The first impressions & the factors liked about the mall were – All products under one roof, Proximity to house, National as well as International brands availability, Parking facilities, etc. There were no major dislikes about the mall. We asked the respondents to judge the mall at 3 levels a) Uniqueness b) Relevance and c) Convenience. Here, we can see that majority of the respondents are positively inclined to the concept at all 3 levels, the highest being for Convenience. Thus AMP VAISAAKKHI must ensure proper communication of the mall location in the catchments as that is what people like the most about the mall among the three factors. The client concept has been very well accepted by the p eople residing in the catchment areas.


At an overall level, most of the people like the concept of AMP VAISAAKKHI (85%), there is no negative attitude towards the mall. An almost equal number of people said that they would be visiting the mall (83%). While there are high responses to “Visit on weekends”, something to note is that, there are high percentage of the people who have said that they would be visiting the mall on weekends as well as weekdays. Product Mix Suggestions – There priority of outlets should be – Shops for Clothes & Accessories (99%), Shops for Groceries & Provisions (91%), Restaurant (76%), Entertainment options (64%), Fast Food joints (58%) & Food Court (52%), followed by Coffee Shop (49%). Suggestions given by the people for the mall include –

• Prices of products should be reasonable • The mall should have ATMs • There should be a medical store • There should be a lot of sitting space inside & outside the mall • The cleanliness of the mall & surrounding areas should not be compromised • Water & Toilet facilities on all floors

When asked about the most essential items that should be there in the mall, the highest responses were for Groceries, Children’s wear, Ladies Garments, Men’s Garments, Fast Food outlets, Cosmetics/Perfumes, Family entertainment, Coffee Shop & Pharmacy among others. The top brands recommended by respondents were: BATA KHADIMS SREE LEATHERS REEBOK RAYMONDS LEE PETER ENGLAND VIMAL LAKME LEVI'S

KFC PIZZA HUT DOMINOES MCDONALDS MONGINIS SUBWAY ALIBABA BABUMOSAI CCD KWALITY


Detailed Findings

a) Current Shopping Behaviour

If we look at the outlet preference, we can see that majority of the population are favourably disposed to shopping from both formats i.e. Malls & Traditional markets. The preference is lower in Lake Town & Ultadanga. Thus signifying the opportunity for the client arcade to attract the cu stomers from the catchment areas;

(Figures in % of sample)

When it comes to the outlets visited by people to buy various household/regular commodities, we see that, there is higher incidence of shopping from Local outlets. However, the below listed items have higher incidences of malls & arcades located in & around Salt Lake than the other items:

All

Salt Lake - Sector

1/2

Salt Lake -

Sector 1

Salt Lake -

Sector 2 Keshtopur Laketown Baguihati Ultadanga Grocery like - rice, pulses, sugar 18 22 25 19 17 23 13 10 Snacks, beverages & confectionery items 17 25 26 24 15 27 2 9 Household cleaning/Fabric cleaning items 19 26 29 22 10 30 8 16

Apparel/Accessories Men's 43 60 60 61 42 40 19 40

Apparel/Accessories Women's 39 51 56 44 40 40 22 28

Apparel/Accessories Kids 39 66 68 64 31 22 21 29

Footwear 34 53 57 49 9 41 15 40

Jewellery & Watches 29 43 44 42 0 20 29 14

Electronic Items - Mobiles, TV, etc 23 29 23 35 50 13 8 18

Visited Food court 53 65 77 50 25 60 67 50

Coffee Shop/Café 49 56 60 50 0 29 63 39

Fine Dining Restaurant 35 43 42 44 29 41 37 5

Fast Food Restaurants 25 36 40 30 17 21 18 18


9 8 9 7 7

18

9 10

26 2530

1912

42

18

41

65 6761

7481

40

73

49

0

50

100

All Salt-Lake 1/2 Salt Lake 1 Salt-Lake 2 Kestopur Laket own Baguihati Ultadanga

Shop in Malls/Shopping Centre Shop in Traditional Market Shop in both Formats


When we look at the average amount spent on each category, we get the following picture:

All Salt Lake - Sector 1/2

Salt Lake - Sector 1

Salt Lake - Sector 2 Kestopur

Lake Town Baguihati Ultadanga

Grocery like - rice, pulses, sugar 1955 2617 2870 2332 1319 1853 1681 1349 Eatables like Fruits and vegetables and milk 568 511 565 448 404 1374 386 494

Fish & meat 413 433 446 415 390 379 373 476 Snacks, beverages & confectionery 497 421 418 425 417 776 365 778 Household cleaning/Fabric cleaning items 547 478 529 413 419 1423 366 389

Apparel/Accessories Men's 2352 2491 2850 1946 2252 3428 1549 2190

Apparel/Accessories Women's 2586 1996 1925 2086 2615 2920 3072 3105

Apparel/Accessories Kids 1447 1491 1494 1488 1406 1525 1329 1553

Footwear 965 1157 917 1490 718 1293 620 1072


Books, Music CDs, Toys 1744 1936 2538 518 417 3791 550 1462 Electronic Items - Mobiles, TV, etc. 6860 7603 10459 4612 2125 6013 14238 2191

Books & Stationery 521 624 684 555 379 483 407 350

Food Court 630 589 675 483 663 350 675 763

Coffee Shop/Cafe 405 394 430 350 350 350 550 381 Amount spend - Fine dining restaurant 584 587 636 514 1243 397 600 488

Fast Food Restaurants 609 493 511 470 650 421 688 955

(Average amount spent in Rs.)

The snapshot of whether people buy branded goods or both branded & un-branded good is as follows



Salt Lake - Sector 2 Keshtopur Laketown Baguihati Ultadanga

Grocery like rice, pulses, oil, sugar etc. 73 76 77 75 76 89 61 62

Eatables like fruits and Vegetables 50 53 49 56 78 60 25 34

Fish and Meat 14 14 15 13 25 11 2 19

Snacks, Beverages and Confectionery 91 87 84 90 96 100 89 88

Household Cleaning/Fabric Cleaning 87 92 91 93 93 97 61 97

Apparel/Accessories- Men’s 95 97 95 100 90 97 93 92

Apparel/Accessories- Women 88 88 84 94 93 96 88 72

Apparel/Accessories- Children 89 92 88 96 81 100 84 88

Footwear 97 97 96 100 97 100 94 100


Books, Music CD’s, Toys 83 90 85 100 83 82 60 77

Electronic Items-TV, Mobile etc. 96 91 95 87 100 100 100 100

Books and Stationery 88 88 82 95 93 33 86 100

Games/Amusement Arcades 50 50 50 50 0 0 0 0



b) Current Shopping visit dynamics

Majority of the people generally don’t travel for more than 2 kms when they go to a shopping centre/arcade.


People in Baguihati & Ultadanga generally like to go to an arcade which is within 1km from their houses. The time travelled by respondents, when visiting a shopping centre is as follows:


At an overall level, people generally travel up to 30 minutes to visit a shopping mall & arcade. Hence, there

will be high propensity of people in the sample cat chments to visit the client arcade . When visiting a mall/shopping arcade, on an average more than 2 people visit the mall. The below table summarizes the results for all the catchments.

All Salt Lake Sector ½

Salt Lake Sector 1

Salt Lake Sector 2 Kestopur


2.5 2.6 2.6 2.5 2.5 2.7 2.0 2.6

(Average no of people visiting a mall/shopping arcade together)

46 45 4940

19

40

7061

2432

24

4131

21 18

615 12 11 12 17

24

4

27

15 12 167

34

169 6

All Salt Lake -Sector 1/2

Salt Lake -Sector 1

Salt Lake -Sector 2

Keshtopur Laketown Baguihati Ultadanga

0-1 Km 1-2 Km 2-4 Km More than 4Km

4855 54 55

25 29

6355

38 34 3136

4453

27

41

10 9 11 715 18

7 44 2 3 215

4


Salt Lake -Sector 1

Salt Lake -Sector 2


Less than 15mins Between 15-30mins Between 30mins-1 hr More than 1 hr


When it comes to the mode of travel availed of when visiting Malls/Arcades in Salt Lake, the highest incidence is for Auto rickshaw & Bus. This is very favourable for the client, as the loca tion of the Mall is near a major junction (Baisakhi) which is well conn ected by Autos & Buses.



Salt Lake - Sector 2 Kestopur Lake Town Baguihati Ultadanga

Auto rickshaw 33 30 26 35 37 24 36 39 Bus 26 13 19 7 24 42 41 33 Car 13 25 16 36 2 16 4 4 Walk 9 18 29 5 5 5 0 4 2 wheeler 6 9 4 14 2 3 4 8 Taxi 4 2 1 3 10 8 4 0


c) Shopping Arcade visit dynamics

City Centre 1 is by far the most popular mall/arcade in the catchment, followed by Big Bazaar VIP.

Malls/Centres Visited All Salt Lake

1/2 Salt

Lake 1 Salt

Lake 2 Kestopur

Lake Town

Baguihati Ultadanga

City Centre 1 Salt lake 43 70 67 74 31 21 14 39

Big Bazaar VIP Road 40 34 30 38 70 26 50 22 Pantaloons Kankurgachi 28 29 33 24 20 32 16 47 Mani Square Salt lake 23 31 23 41 19 18 9 25 New market 17 24 21 28 14 11 13 12 Bazaar Kolkata 16 13 10 17 34 3 23 6 City centre 2 Salt lake 13 13 7 19 22 5 16 6 South City 6 9 11 7 3 3 2 6 A C Market 6 6 7 5 9 5 7 0


If we look at the frequency of visit of people to malls in Salt Lake:

Frequency of Visit to City Centre 1 All Salt Lake - Sector 1/2




Once in 2 - 3 days 8 10 15 5 11 0 0 0

Once a week 10 8 11 5 11 25 13 11

Once in two weeks 21 17 17 17 33 38 25 21

Once a month 38 42 36 48 22 13 25 53

Once in 2 months 0 0 0 0 0 0 0 0 Less frequently than once in 2 months 23 24 21 26 22 25 38 16

Average (In month) 2.0 2.1 2.7 1.5 2.5 1.9 1.3 1.4



We can see that almost 10% of the people in Salt lake Sector 1 & 2 visit City Centre every 2-3 days. 1 in 3 people visit the mall once in 2 weeks or more frequently. This proportion is also pretty high for Kestopur, Lake Town, Baguihati and Ultadanga. These points to frequent visitors for the client mall/arcade . The following table highlights the frequency of visit for Mani Square:

Frequency of Visit to Mani Square All

Salt Lake - Sector

1/2 Salt Lake - Sector 1



Once in 2 - 3 days 4 3 6 0 18 0 0 0

Once a week 7 8 19 0 0 0 0 17

Once in two weeks 23 15 6 21 9 43 60 33

Once a month 33 35 38 33 36 29 40 25

Once in 2 months 0 0 0 0 0 0 0 0 Less frequently than once in 2 months 33 40 31 46 36 29 0 25 Average (In month) 1.5 1.3 2.0 0.9 2.5 1.2 1.6


If we look at the mode of travel used to visit the malls in the vicinity of salt lake – we see a high incidence for Auto as well as walking to the mall, this is ve ry positive for the client.

(Mode of Travel used to Visit City Centre 1)

(Mode of Travel used to Visit Mani Square)

25

34

49

17

11

13

16

11

11

6

17

11

25

11

30

26

26

26

50

25

50

26

18

7

2

12

33

25

38

47

8

9

9

10

13

11

19

25

19

31

6

38

5

All

Salt Lake - Sector 1/2



Keshtopur

Laketown

Baguihati

Ultadanga

Walk 2 wheeler Auto rickshaw Bus Taxi Car

9

13

13

13

17

11

15

6

21

17

32

20

25

17

36

43

60

50

35

23

31

17

55

43

80

33

7

8

6

8

14

8

24

35

38

33

9

43

All

Salt Lake - Sector 1/2



Keshtopur

Laketown

Baguihati

Ultadanga

Walk 2 wheeler Auto rickshaw Bus Taxi Car


d) Dining out dynamics

If we look at the frequency of going out for lunch/dinner; we see that approximately 40% of the people go out for lunch/dinner at least once a month.


When going out for lunch/dinner; we see that majority of the people go out in groups of 3-4 people.


1 1 1 34 2 3 2 38

2 104 6 7 55

529 11 11 10

7

13

78

22 27 26 28

7

16

18

37

60 53 51 55

83

5568

43


Salt Lake -Sector 1

Salt Lake -Sector 2


Daily or almost daily 3 - 4 times a week 1 - 2 times a week

Once in 2 weeks Once a month Less frequently than once a month

4 4 4 3 7 7 2

41 41 4735 22 45

41 59

48 49 4357 68 45 39

33

7 6 6 5 3 11 13 6


Salt Lake -Sector 1

Salt Lake -Sector 2


Alone 1-2 people 3-4 people More than 4


When looking at the outlet preference for dining out, there is high scope for footfalls in the client mal l, as most of the people prefer a restaurant in the ne arby localities .


When looking at the amount of money spent/head when dining out, we see that majority of the people prefer restaurants where the cost of food is less than Rs. 200/head.


89 84 87 81

9379

100 94

2632 31

33

14

32

23 2212

1616

16

316

7 1418 24 2128

7 2614 1016 21 14 29 19 16 7 12


Salt Lake -Sector 1

Salt Lake -Sector 2


Local Restaurant/Hotel Fast Food restaurant like McDonaldsFood Court in a Shopping Enclave Fine Dining Restaurant in Shopping EnclaveStand Alone Restaurant in Park Street

74 67 7657

80 8771 78

22 2723

33

15 1127 20

2 3 1 5 3 22 2 5 5 2


Salt Lake -Sector 1

Salt Lake -Sector 2


Upto Rs 200 per head Rs 200-500 per head Rs 500-750 per head Rs 750 and above


When it comes to food preference,


There is a high preference for Non-Veg food among the residents of the catchment areas. The client arcade ideally should have a high proportion of res taurants/outlets that serve Non-Veg food. When asked about the cuisine preference, the following table summarizes the responses of the respondents.


The highest preference is for Chinese Cuisine, followed by Bengali & Indian.

9 9 712 12 11 9

4

53 5056

43

80

40

23

76

38 41 3745

9

50

68

20


Salt Lake -Sector 1

Salt Lake -Sector 2


Veg Non-Veg Both

61 54 60 47 51 63 93 53

79 82 83 8171

79 77 82

31 38 39 3624

26 3225

62 56 59 5349

61 8867

46 44 46 41 19 63 75 37


Salt Lake -Sector 1

Salt Lake -Sector 2


Indian Chinese Continental / Italian Bengali Fast Food


e) Concept Evaluation

We showed a concept card to the respondents, which had the various aspects of the client proposition, and took feedback on the same. The first impressions on reading the concept card are as follows –

Description about Mall All Salt-Lake

1/2 Salt Lake

1 Salt Lake

2 Kestopur

Lake Town

Baguihati Ultadanga

All products under one roof 39 24 21 28 44 55 43 53

Close to my home/residence

36 41 46 35 14 37 50 35

A very nice mall/enclave -will definitely visit

26 34 33 36 36 5 16 18

National & International brands will be present

11 10 17 2 5 8 23 6

Connectivity to different areas

3 2 3 2 - - 7 6

Price Comparable with Local Market

3 6 3 10 2 - - -


The variety of shops/outlets and the proximity of the enclave to residence areas are the most popular first impressions. The facts liked about the mall are –

Features Liked All Salt-Lake

1/2 Salt-Lake

1 Salt-Lake

2 Kestopur

Lake Town

Baguihati Ultadanga

National and international brands will be available

35 31 39 22 15 42 50 45

Items under one roof 22 25 20 31 31 16 23 10

Will have parking facilities 20 21 24 17 22 21 13 20

Close to my Residence 12 17 16 19 15 0 5 12 Structure & look of the mall is nice

12 11 9 14 5 16 16 16


The factors with the highest likeability are – National & International brands will be available, and availability of all items under one roof. There are no major dislikes at an Overall level; however, 23% of the people from Lake Town feel that the mall is far from their house.


We asked the respondents to judge the concept at 3 levels –

a) Uniqueness of the enclave/mall b) Personal relevance of the enclave/mall c) Convenience of the enclave/mall

% of people agreeing - Top 2 box All

Salt Lake - Sector

1/2

Salt Lake - Sector

1 Salt Lake - Sector 2 Kestopur


Uniqueness 68 74 79 69 63 63 73 55 Relevance 65 72 74 69 56 66 68 51 Convenience 75 77 84 69 59 84 84 71


Here, we can see that majority of the respondents a re positively inclined to the concept at all 3 levels, the highest being for Convenience. The client concept has been well accepted by the pe ople residing in the catchment areas. When we look at the Overall Likeability of the Mall, we see that there is a strong positive association with the concept. At an overall level 85% of the people like the encl ave, there is no negative attitude towards the mall.

85 88 9185

70

8793

82

0

25

50

75

100

All

Salt L

ake -

Sec

tor 1

/2

Salt L

ake -

Sec

tor 1

Salt L

ake -

Sec

tor 2

Keshto

pur

Lake

town

Baguih

ati

Ultada

nga

Like Neither Like / Dislike Dislike



When asked about the likeliness of visit, the responses were as follows:

8390 89 91

7866

8976

0

25

50

75

100

All

Salt L

ake

- Sec

tor 1

/2

Salt L

ake

- Sec

tor 1

Salt L

ake

- Sec

tor 2

Keshto

pur

Lake

town

Baguih

ati

Ultada

nga

Will visit May / May not Visit Will not visit


The visit likeliness of the respondent is also very high for the client enclave, thus it is expected t hat majority of the people from the above mentioned cat chments would be visiting the mall. It is slightly lower than the overall level in Lake Town. An enquiry into the likely day of visit, points to the below table –


While there are high responses to “Visit on weekend s”, something to note is that, there are high percentage of the people who have said that they wo uld be visiting the mall on weekends as well as weekdays. This is especially high for Kestopur and Salt Lake Sector 1 & 2. The most frequent time of visit is between 4 – 8 pm.

2 3 2 4 3

6152 57

4739

88

74 78

3845 42

4961

12

2619


Salt Lake -Sector 1

Salt Lake -Sector 2


Weekday Weekend Both



The respondents were also asked about the state their likely frequency of visit to the client enclave/mall. At an overall level, more than 70% of the people will be visiting the mall at least once a month, or more frequently. For Salt Lake Sector 1 & 2, this proportion goes up to approximately 84% Purpose of visiting the mall – When we asked the respondents, that for which of the following reasons would they be visiting the enclave/mall, we got the following responses –





Shopping for clothes, accessories etc. 99 98 97 100 100 100 100 100 Shopping for Groceries/Provisional 91 87 79 97 90 90 96 96 Restaurant 76 68 54 85 81 84 84 76 Entertainment 64 51 41 62 71 68 86 59 Fast food Joint/Outlet 58 53 54 52 64 42 80 51 Food court 52 52 47 59 53 45 64 39 Coffee shop 49 45 36 55 48 40 66 49 Relaxing/Hanging out 39 27 24 31 49 34 54 43 Gaming 32 29 29 29 42 26 27 41


Shopping for Clothes & Accessories, followed by Shopping for Groceries/provisions are the most popular reasons for visiting this mall. There was an opportunity for the people to give suggestions about the mall; some of the prominent responses were as follows:

a) Prices of products should be reasonable b) The mall should have ATMs c) There should be a medical store d) There should be a lot of sitting space inside & outside the mall e) The cleanliness of the mall & surrounding areas should not be compromised f) Water & Toilet facilities on all floors

2 4 3 6 28 9 11 6 9 8 6 5

76 77 77 77 59 80 82 84

9 7 8 6 9 12 10 11


Salt Lake -Sector 1

Salt Lake -Sector 2


Upto 12pm Between 12-4 pm Between 4-8 pm After 8 pm


Other responses included:

a) There should be a gym b) There should be a kids play area c) There should be a cyber café d) There should be adequate parking space e) Shops should open early

The respondents were asked to rate the items that are essential to be present in the mall, the below table sums up the responses:

Essential to have All Salt Lake - Sector 1/2




Groceries 92 89 84 95 95 87 96 94

Children’s wear 87 81 74 90 97 76 91 94

Ladies garments 85 87 81 93 88 63 91 86

Men’s garments: Formal/casuals 84 78 73 85 92 82 89 86

Fast Food Outlet/Restaurant 78 77 71 85 86 66 82 71

Cosmetics/perfumes 77 65 61 69 85 84 89 80

Family entertainment 75 74 67 83 83 71 79 67

Coffee shop/Cafe 74 75 69 83 81 74 79 55

Pharmacy 71 70 61 79 90 47 66 74 Leather accessories like bags & belts 69 59 57 60 88 55 86 67 Electronic items like music systems & TVs 69 70 67 72 81 68 52 69

Bookstore 66 62 51 74 92 58 61 61

Mobile phones/pagers 66 68 66 71 85 34 57 71

Home furnishings & accessories 65 62 53 72 80 50 57 76 Consumer durables like fridges, refrigerators 65 63 56 72 95 63 41 59 Computers/computer accessories 65 66 61 71 86 61 39 67

Gymnasium/fitness centre 64 66 63 71 64 61 66 57

Greeting cards/gifts 61 60 57 64 68 55 63 57

Sportswear 60 53 49 59 75 61 64 57

Toys 60 58 54 62 70 55 68 51

Cinema complex 60 57 53 62 64 50 70 61

Cybercafé 60 64 51 79 73 47 61 45

Store like Shoppers Stop 60 65 57 74 88 50 21 65

Handlooms 59 62 56 69 71 63 38 61

Watches 58 55 44 67 59 66 73 41

CDs/VCDs/tapes 58 52 47 59 78 53 61 47

Furniture 57 58 46 72 76 55 38 55

Gold jewellery 50 42 40 45 73 47 57 39 Ethnic Indian stuff but not clothes artefacts 49 48 39 60 59 37 41 53

Building material/hardware 41 54 49 60 36 45 29 27

Pool parlour 32 35 29 43 25 34 27 33

Video games arcade 30 33 26 41 25 34 20 35

Bar/pub 21 21 20 22 15 24 29 14

Discotheque 20 19 19 19 19 26 16 22

Bowling alley 18 27 26 29 9 13 9 18 (Figures in % of sample)


We asked the respondents for brand preference, i.e. the brands they would like to see in the mall: The top responses were: BATA KHADIMS SREE LEATHER’S REEBOK RAYMOND’S LEE PETER ENGLAND VIMAL LAKME LEVI'S ADIDAS PARK AVENUE JOHN PLAYERS PANTALOONS GWALIOR

Followed by –

NIKE PARX LEE COOPER ALLEN SOLLY DIGJAM WOODLANDS PLAY BOY LOUIS PHILLIPE KFC GARNIER TITAN VAN HEUSSEN ARROW TURTLE BLACKBERRY


We also asked the respondents for brand preference in terms of eating out, i.e. the food joints & restaurants they would like to see in the mall: The top responses were:

KFC PIZZA HUT DOMINOES MCDONALDS MONGINIS SUBWAY ALIBABA BABUMOSAI CCD KWALITY

Followed by –

BARISTA ARSALAN SUGAR & SPICE MAINLAND CHINA ZEESHAN AMINIA BHOJO HORI MANNA KOOKIE JAR KINGFISHER


f) Population Enumeration A critical section of the survey was to determine the demographics of the catchment area in terms of the total number of households in the area, gender ratio to determine potential buyers/visitors and finally arrive at an estimated footfall count on both weekdays and weekends which would eventually help to determine the visit likeability of the mall. To achieve this objective a two pronged approach was taken: • To determine the actual number of households and arrive at the total population residing in the

catchment area with a male–female ratio from the voter list prepared by the Election Commission of India.

• With the help of the structured questionnaire used in the survey the average household size was

determined along with the propensity to visit the mall on weekdays as well as weekends respectively. The estimated adult population (above 18 years of age) of the catchment area determined from the voter list is enumerated below.

Catchment Area

Source - Election Commission of India - Voter List

Estimated Adult Population (above 18 years of age)

Male % Female % Total No of Households

Sector 1 49 51 32158 11025

Sector 2 50 50 14968 4045

Kestopur 53 47 22680 5670

Lake Town 51 49 15887 3388

Baguihati 51 49 11340 3240

Ultadanga 52 48 35758 4862 The Nielsen survey also reflected the same pointers in terms of households that the voter list had shown. Moreover the likeliness to visit a mall in the weekends were predictably higher although more than 50% of the people from Sector 2 and Kestopur were likely to visit during weekdays.

Source - Nielsen Survey

Visit Likeliness (in %) - Top 2 Box

Average Household Size Any Weekend Weekday

4.1 89 98 44

4.0 91 96 53

4.3 78 100 61

4.8 66 100 12

4.5 89 100 26 4.8 76 97 22

(Figures are in % of Sample )


Hence combining the two approaches the estimated total population count is prepared which is a multiplication of the number of households (from the voter list) and the average household size calculated from the survey. It is observed that Sector 1 is the most populous area with an estimated population of around 45,000 people followed by Kestopur and Ultadanga.

Catchment Area Estimated Total Population (No. of households x Average Household Size)

Sector 1 45203 Sector 2 16182 Kestopur 24551 Lake Town 16330 Baguihati 14580 Ultadanga 23532

Therefore the total estimated footfall analysis shows that more than 1.15 lakh people are expected to visit the mall at any point of time. Weekends are likely to see higher turnouts with Sector 1 contributing to about 35% of the total weekend footfall. Weekdays are likely to have only 45,420 people visiting the mall with Kestopur contributing about 28% to the estimated footfall.

Catchment Area Estimated Footfall Estimated Footfall Weekend

Estimated Footfall Weekday

Sector 1 40049 39409 17421 Sector 2 14790 14243 7824 Kestopur 19150 19150 11662

Lake Town 10745 10745 1289 Baguihati 13020 13020 3385 Ultadanga 17767 17287 3838

Total 115521 113853 45420


Detailed Findings- Sector V The survey that took place in sector V majorly comprised of employees from leading corporate houses like PWC, Cognizant, Airtel and Wipro among others. The age, income level data along with their working tenure in sector V showed certain interesting facts:- Close to half of the respondents were less than 6 months old in terms of working in Sector V.

Duration of work in Sector V

Less than 6 months 47

6 months – 1 year 16

1 – 2 years 16

2 – 3 years 9

3 – 4 years 7

4 – 5 years 4

More than 5 2


Most of them are aged between 18-40 years with an average income of Rs. 30,700.00.

Age break up

18 – 25 years 47

25 – 40 years 49

40 – 60 years 4


Income level

Up to Rs.20,000 25

Rs. 20,000 – Rs. 50,000 65

More than 60,000 10

Avg. Income – Rs. 30,700



Food and Dining Habits 40% of the respondents go out for lunch usually which is illustrated in the table below:-

Go out for Lunch 40

Food from Office Canteen 39

Bring Food from Home 16

Order food from Office 5


35% of the respondents go out for lunch/dinner on a daily basis with 30% people dining out once a week.

Daily 35

Once in 2 days 4

Twice a week 12

Once a week 30

Once in 2 weeks 5

Once a month 12


People in Sector V usually go to a food joint within 1km and where they can reach within 15mins.

0 - 1 km 67

1.1 - 2 km 25

2.1 - 4 km 5

4.1 - 6 km 4


Time travelled is enumerated below:


The majority of people usually go out in groups of 3 or 4.

Less than 15 mins 72 15 - 30 mins 21 30 mins - 1 hour 5 1 hour - 1.5 hours 2 Average 16


There exists a significant chunk of people (21%) who go out in larger groups on a regular basis People generally prefer to walk to the destination as the data shows below

Walk 58

Auto rickshaw 16

2 wheeler 11

Car 7

Taxi 5

Bus 4


Almost 90% of the people go to a local restaurant/hotel in Sector V

Local Restaurant/hotel in sector 5 88

Stand alone restaurant in Sector 5 4

Food court of any mall/building 5

Stand alone restaurant in areas like Park Street 2


Approximately 70% of respondents usually spend up to Rs. 200 per head when going out for lunch/dinner

Rs. 200 per head 70

Rs. 200-500 per head 25

Rs. 500 and above 6

Average (Rs Spent) 229


21

67

12

Go Alone Less than 3 More than 3


Preference is the highest for Bengali & Chinese cuisine as the table illustrates:-

Bengali 83

Chinese 77

North Indian 47

Continental/Italian 37

South Indian 21

Tibetan 14

Thai 9

Mexican 4

Japanese 2


Non-Veg has the highest preference, with 96% of the respondents opting for it

56 404

Veg Non Veg Both


Concept Evaluation At an Overall level around 8 out of 10 respondents like the mall and are likely to visit it.


The primary reasons for visiting the mall would be – (i) Shopping for clothes, accessories, (ii) Visiting the food court, coffee shops (iii) Restaurant , fine dining

Shopping for clothes, accessories 90

Food court, Coffee shop 83

Restaurant - fine dining 72

Shopping for Groceries/Provisional 30

Gaming/Entertainment/Hanging out 18


58

67

83 84

Unique Relevance Visit Likeability Overall Likeability


More than 40% of the respondents would be visiting the mall at least once a week Majority of the respondents want Bengali & Chinese cuisine to be present in the mall.

Bengali 77

Chinese 72

North Indian 51

Continental/Italian 26

South Indian 23

Thai 9

Tibetan 9

Mexican 4

Japanese 2


The average budget for eating out has been stated as Rs. 245, 2/3rd of the respondents want the price of food to be up to Rs. 200 per head

Up to Rs 200 per head 67

Rs 200-500 per head 26

Rs 500-750 per head 4

Rs 750 and above 4

Average (in Rs.) 245


13

32

14

33

9

2 or more times a week Once a weekOnce in 2 weeks Once a monthOnce in 2 months or more


Reebok is the most desired brands for the respondents.

REEBOK 46 PANTALOONS 23 ADIDAS 16 JOHN PLAYERS 16 LEE 14 BATA 14 PETER ENGLAND 12 LEVI'S 11 VAN HEUSEN 11 KODAK 11 RAYMOND 11 NIKE 11 ARROW 9


KFC is the most desired joint that people in Sector V want to have in the mall

KFC 77

DOMINOS 35

MCDONALDS 32

PIZZA HUT 23

MAINLAND CHINA 7

ALI-BABA 5

ARSALAN 5

CCD 5

BARISTA 5

MONGINIS 4

SUBWAY 4

BHOJOHORI MANNA 4

KOOKIE JAR 2


Ample sitting spaces along with shops opening early are the primary suggestions from the respondents.

Shops should open early 16

Ample sitting space inside & outside the mall 12

A film theatre/multiplex should be there 12

They should have an ATM 9

There should be a medical store 7

Prices of products should be reasonable 5

A kids play area should be there 4

There should be a lot of parking space 4 (Figures in % of sample)


Location Drawing To have a better understanding of the catchment area lacational maps have been provided with (ref from Google Maps) keeping the mall “AMP VAISAAKKHI” as the base point. The maps give us a clear representation of the sub areas within the catchment areas from where the survey was carried out. The locational maps have been provided for the following areas:-

1. Sector 1 Salt lake 2. Sector 2 Salt Lake 3. Kestopur 4. Baguihati 5. Lake Town 6. Ultadanga

Individual maps for all of these areas have been represented below with “AMP VAISAAKKHI” marked in red


1) Salt Lake – Sector 1 The area displayed by the map under Salt lake – Sector 1 is enumerated below:-

• Block AA, BA, CA, DA, EA, FA • Block AB, BB, CB, DB, EB • Block AC,BC, CC, DC, EC • Block AD, BD, CD, DD • Block AE, BE, CE, DE • Block AF, BF, CF, DF


2) Salt Lake – Sector 2 The area displayed by the map under Salt lake – Sector 2 is enumerated below:-

• Block AG, BG, CG , DG • Block AH, BH • Block AJ, BJ, CJ, DJ • Block AK, BK, CK, DK • Block AL, BL, CL, DL • Block ED, EE


3) Kestopur The areas where survey was carried out in Kestopur are displayed in the map given below:

1. Ghosh Para 2. Majher Para 3. Hana Para 4. Rabindra Pally 5. Adarsha Pally 6. Prafulla Kanan 7. Narayantola 8. Chirantani Park


4) Baguihati The areas where survey was carried out in Baguihati are displayed in the map given below:

• Deshbandu Nagar • Aswani Nagar • Zarda Bagan • Narayantola West


5) Lake Town The areas where survey was carried out in Baguihati are displayed in the map given below:

• Lake Town Block B, Block C and Sreebhumi • Tank no-1,2,3,4,5 in Dum Dum Park area

Since the area is quite large 2 locational maps are provided

(Map showing Lake Town Block B &C along with Sreebh umi)


(Map showing Tank No 1-5 in Dum Dum Park)


6) Ultadanga The areas where survey was carried out in Ultadanga are displayed in the map given below:

• Ultadanga • Murari Pukur • Bagmari

(Map showing Murari Pukur and Bagmari) Therefore an overall snapshot of the mall with respect to its catchment area is enumerated below:-

Bagmari

Murari Pukur


THANK YOU

© Copyright 2011 The Nielsen Company

This document is highly confidential and intended for client’s internal use only Page 1 of 1

This is to certify that the below report has been prepared by The Nielsen Company for AMP Universal

Realty Pvt. Ltd.

Thanks & Regards

Amit Banerjee

Senior Manager – Client Solutions

The Nielsen Company, Kolkata

research conducted on profiling & expectations of

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