1 copyright © 2011 the nielsen company. confidential and proprietary. page 1 profiling &...

1

Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Profiling & Expectations of respondents for AMP Universal Realty

2


Total Sample Size

Area No. of people Interviewed

All 368

Salt Lake - Sector 1 70

Salt Lake - Sector 2 58

Kestopur 59

Laketown 58

Baguihati 62

Ultadanga 61

3


Current Shopping Behaviour

4


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 Laketown Baguihati Ultadanga

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

(Figures in % of sample)

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

5


All

Salt Lake - Sector

1/2Salt Lake - Sector 1

Salt Lake - Sector 2 Kestopur 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

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 . The below items listed have a higher incidence of malls and arcades located in and around Salt lake.


6


AllSalt Lake - Sector 1/2

Salt Lake - Sector 1


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

Jewelry & Watches 5944 4590 5453 3210 1481 2320 21571 3036

Books, Music CDs, Toys 1744 1936 2538 518 417 3791 550 1462

Electronic Items - Mobiles, TV 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 spend on each category is given below, we get the following picture-

(Average Amount spent in Rs)

7


All

Salt Lake - Sector

1/2

Salt Lake -

Sector 1Salt Lake - Sector 2 Kestopur 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

Jewellery & Watches 93 89 94 83 100 100 86 100

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


The snapshot whether people buy branded goods or both branded and un-branded goods is as follows

8


Current Shopping Visit Dynamics

9


46 45 4940

19

40

7061

2432

24

4131

21 18

615 12 11 12

1724

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

Majority of the people generally don’t travel more than 2km when they go to a shopping mall/arcade; People in Ultadanga and Baguihati generally like to go to an arcade which is within 1km from their house

At an overall level, people generally travel upto 30 mins to go & visit a shopping mall & arcade. Hence, there will be high propensity of people in the sample catchments to visit the client arcade.

4855 54 55

25 29

6355

38 34 3136

4453

27

41

10 9 11 715 18

7 44 2 3 2

154


Salt Lake -Sector 1

Salt Lake -Sector 2


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


10


AllSalt Lake Sector ½

Salt Lake Sector 1

Salt Lake Sector 2 Kestopur Laketown Baguihati Ultadanga

2.5 2.6 2.6 2.5 2.5 2.7 2.0 2.6

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.

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

All

Salt Lake - Sector



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

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 favorable for the client, as the location of the Mall is near a major junction (Baisakhi) which is well connected by Autos & Buses.


11


Shopping Arcade Visit Dynamics

12


Malls/Centres Visited AllSalt Lake

1/2Salt Lake

1Salt Lake

2Kestopur 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

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


13


Frequency of Visit to City Center 1 All

Salt Lake - Sector



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, Laketown, Baguihati & Ultadanga. This points to frequent visitors for the client mall / arcade.

Frequency of Visit to Mani Square All

Salt Lake - Sector



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 1.6

The following table highlights the frequency of visit for Mani Square -


14


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

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 very positive for the client.

(mode of travel used to visit City Centre 1)

(mode of travel used to visit Mani Square)

15


Dining Out Dynamics

16


1 1 1 34 2 3 2 38

2 104 6 7 55

529 11 11

107

13

78

2227 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

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

When going out for Lunch or dinner we see that majority of the people go out in groups of 3-4 people.

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


17


89 84 87 81

93

79100 94

2632

3133

14

32

2322

1216

1616

316

7 1418 2421

287 26

14 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

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

74 6776

57

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 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


18


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

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 restaurants / 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 and Indian.


19


Concept Evaluation

20


Description about Mall All Salt-Lake 1/2Salt Lake

1Salt Lake

2Kestopur 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 - - -


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 -

The variety of shops / outlets and the proximity of the enclave to residence areas are the most popular first

impressions

21


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 facts liked about the mall are -

The factors with the highest likeability are – National & International brands will be available, and availability of all items under one roof

There are no dislikes at an overall level; however 23% of the people from Laketown feel that the mall is far from their house


22


% of people agreeing - Top 2 box All

Salt Lake - Sector



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

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

•Uniqueness of the enclave / mall

•Personal relevance of the enclave / mall

•Convenience of the enclave / mall

Here, we can see that majority of the respondents are positively inclined to the concept at all 3 levels. The highest being for Convenience.

The client concept has been well accepted by the people residing in the catchment areas.


23


85 88 9185

70

8793

82

0

25

50

75

100

Like Neither Like / Dislike Dislike

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 enclave, there is no negative attitude towards the mall.


24


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

8390 89 91

7866

8976

0

25

50

75

100

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 that majority of the people from the above mentioned catchments would be visiting the mall.


25


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

An enquiry into the likely day of visit, points to the below table –

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.

This is especially high for Kestopur and Salt Lake Sector 1 & 2.


26


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

The most frequent time of visit is between 4 – 8 pm.

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 atleast once a month, or more frequently. For Salt Lake Sector 1 & 2, this proportion goes upto approx 84%


27


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 –

AllSalt Lake - Sector 1/2



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 / provisional are the most popular reasons for visiting this mall.


28


Essential to have AllSalt 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

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

Contd…..(Figures in % of sample)

29


Essential to have All

Salt Lake - Sector



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 artifacts 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


30


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 atmsc)There should be a medical store d)There should be a lot of sitting space inside & outside the malle)The cleanliness of the mall & surrounding areas should not be compromisedf)Water & Toilet facilities on all floors

Other responses included – a)There should be a gym b)There should be a kids play areac)There should be a cyber caféd)There should be adequate parking spacee) Shops should open early

31


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

NIKE

PARX

LEE COOPER

ALLEN SOLLY

DIGJAM

WOODLANDS

PLAY BOY

LOUIS PHILLIPE

KFC

GARNIER

TITAN

VAN HEUSSEN

ARROW

TURTLE

BLACKBERRY

Followed by -

32


We also asked the respondents for brand preference in terms if eating out, i.e. the food

joints & restaurants they would like to see in the mall – The top responses were –

Followed by -

KFC

PIZZA HUT

DOMINOES

MCDONALDS

MONGINIS

SUBWAY

ALIBABA

BABUMOSAI

CCD

KWALITY

BARISTA

ARSALAN

SUGAR & SPICE

MAINLAND CHINA

ZEESHAN

AMINIA

BHOJO HORI MANNA

KOOKIE JAR

KINGFISHER

33


Profiling & Expectations of Salt Lake – Sector V respondents

34


General Profiling

35


We met employees from….

Among others…

36


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

Age break up

18 – 25 years 47

25 – 40 years 49

40 – 60 years 4

How long have they been working in Sector V

Age of the respondents

Income level

Upto Rs.20,000 25

Rs. 20,000 – Rs. 50,000 65

More than 60,000 10

Avg. Income – Rs. 30,700

Income of the respondents

Fig in %

37


Food Habits

38


Current practice for lunch

Go out for Lunch 40

Food from Office Canteen 39

Bring Food from Home 16

Order food from Office 5

40% of the respondents go out for lunch usually…

Base-All

Fig in %

Almost all the respondents hang out after office in near by food joints.

298

Yes No

39


Frequency of going out for lunch / dinner

Daily 35

Once in 2 days 4

Twice a week 12

Once a week 30

Once in 2 weeks 5

Once a month 12

35% of the respondents go out for lunch / dinner on a daily basis

Base-All

Fig in %

40


Distance travelled when going out for lunch / dinner

0 - 1 km 67

1.1 - 2 km 25

2.1 - 4 km 5

4.1 - 6 km 4

Time travelled when going out for lunch / dinner

Less than 15 mins 72

15 - 30 mins 21

30 mins - 1 hour 5

1 hour - 1.5 hours 2

Average 16

The people from Sector V usually go to a food joint within 1 km, and where they can reach within 15 mins

Base-All

Fig in %

41


21

67

12

Go Alone Less than 3 More than 3

No of People Accompanying

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

There exists a significant chunk of people (21%) who go out in larger groups on a regular basis

Base-All

Fig in %

42


Mode of travel used

Walk 58

Auto rickshaw 16

2 wheeler 11

Car 7

Taxi 5

Bus 4

Destination for lunch / dinner

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

More than half the people walk to their destination

Base-All

Fig in %

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

43


Avg amount spent 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

Approx 70% of respondents usually spend upto Rs. 200 per head when going out for lunch / dinner

Base-All

Fig in %

Bengali 83

Chinese 77

North Indian 47

Continental / Italian 37

South Indian 21

Tibetan 14

Thai 9

Mexican 4

Japanese 2

Preference is the highest for Bengali & Chinese cuisine; Non- Veg has the highest preference, with 96% of the respondents opting for it

56 404

Veg Non Veg Both

44


Concept Evaluation

45


58

67

83 84

Unique Relevance Visit Likeability Overall Likeability

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

Base-All

Fig in %

46


Purpose of visit

Shopping for clothes, accessories 90

Food court, Coffee shop 83

Restaurant - fine dining 72

Shopping for Groceries/ Provisional 30

Gaming/Entertainment/Hanging out 18

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

Frequency of Visit

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

Base-All

Fig in %

More than 40% of the respondents would be visiting the mall at least once a week

47


Preferred Cuisine

Bengali 77

Chinese 72

North Indian 51

Continental / Italian 26

South Indian 23

Thai 9

Tibetan 9

Mexican 4

Japanese 2

Preferred Price Range

Upto Rs 200 per head 67



Rs 750 and above 4

Average (in Rs.) 245

Majority of the respondents want Bengali & Chinese cuisine to be present in the mall.

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

Base-All

Fig in %

48


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

Most Desired Joints

Reebok & KFC are the most desired brands for the respondents.

Base-AllFig in %

Most Desired BrandsREEBOK 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

49


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

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

Base-All

Fig in %

50


Population Enumeration

51


To determine the demographics of the catchment area in terms of the total number of households in the area estimated adult population (above 18 yrs of age) is determined from the voter list as enumerated below

Catchment AreaEstimated Adult Population (above 18 yrs 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

Laketown 51 49 15887 3388

Baguihati 51 49 11340 3240

Ultadanga 52 48 35758 4862

(Source - Election Commission of India - Voter List)

52


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

Avg 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


53


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

23532Ultadanga

14580Baguihati

16330Laketown

24551Kestopur

16182Sector 2

45203Sector 1

Estimated Total Population (No. of households x Avg Household Size)

Catchment Area

54


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 with Kestopur contributing to

28% during weekdays

45420113853115521Total

38381728717767Ultadanga

33851302013020Baguihati

12891074510745Laketown

116621915019150Kestopur

78241424314790Sector 2

174213940940049Sector 1

Estimated Footfall WeekdayEstimated Footfall WeekendEstimated FootfallCatchment Area

55


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. Laketown

6. Ultadanga

56


Blocks in Sector 1 are shown below:-

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

57


Blocks in Sector 2 are shown below:-

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

58


The areas under Kestopur are displayed in the map given below:-

Ghosh Para, Majher Para, Hana Para, Rabindra Pally, Adarsha Pally, Prafulla Kanan, Narayantola, Chirantani Park

59


The areas under Baguihati are displayed in the map given below:-

Deshbandu Nagar, Aswani Nagar, Zarda Bagan, Narayantola West

60


The areas under Laketown are displayed in the map given below:-

Laketown Block B, Block C ,Sreebhumi and Tank no-1,2,3,4,5 in DumDum Park area

Laketown Block B,C and Sreebhumi Tank No 1-5 in DumDum Park Area

61


The areas under Ultadanga are displayed in the map given below:-

Ultadanga, Murari Pukur and Bagmari

Murari PukurBagmari

62


Overall SnapshotOverall catchment area is enumerated below:-

63


Thank you…

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