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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

Series1

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4.How would you Rate Levis Store in Shoppersstop?

0% 20% 40% 60% 80% 100%

Poor

Good

Very Good

Excellent

Series1

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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

Series1

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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

Series1

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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

Series1

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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

Series1

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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.