Why do shoppers stop at Shoppers Stop?

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