Profiling & Expectations of respondents for
AMP Universal Realty
1
Page 1
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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
2
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Current Shopping Behaviour
3
Page 3
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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.
100
81
74
67
65
73
61
49
50
42 40
26
30
25
19
9
8
41
9
7
18
7
12
18
10
9
0
All
Salt-Lake 1/2
Salt Lake 1
Shop in Malls/Shopping Centre
Salt-Lake 2
Kestopur
Laketow n
Shop in Traditional Market
Baguihati
Ultadanga
Shop in both Formats
(Figures in % of sample)
4
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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.
All
Salt Lake
- Sector
1/2
Salt 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
(Figures in % of sample)
5
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Average Amount spend on each category is given below, we get the following picture-
All
Salt Lake Sector 1/2
Salt Lake Sector 1
Salt Lake
- Sector 2
Kestopur
Laketown
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
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
6
(Average Amount spent in Rs)
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
The snapshot whether people buy branded goods or both branded and un-branded goods is as follows
All
Salt Lake
- Sector
1/2
Salt
Lake Sector 1
Salt 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
(Figures in % of sample)
7
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Current Shopping Visit Dynamics
8
Page 8
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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
70
61
46
49
45
40 41
32
24
24
15 15
12 12
All
11
Salt Lake Sector 1/2
16
12
Salt Lake Sector 1
0-1 Km
19
40
34
31
21 24
17
27
18
16
7
4
Salt Lake Sector 2
Keshtopur
1-2 Km
Laketown
9
Baguihati
2-4 Km
6
6
Ultadanga
More than 4Km
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 .
63
55
48
55
54
55
53
44
38
34
10
All
4
9
29
25
15 15
11
2
3
Salt Lake Sector 1/2
Salt Lake Sector 1
Less than 15mins
41
36
31
7
27
18
7 4
2
Salt Lake Sector 2
Between 15-30mins
Keshtopur
Laketown
Between 30mins-1 hr
Baguihati
4
Ultadanga
More than 1 hr
9
(Figures in % of sample)
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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
Laketown
Baguihati
Ultadanga
2.5
2.6
2.6
2.5
2.5
2.7
2.0
2.6
(avg no of people visiting a mall / shopping arcade together)
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.
All
Salt Lake
- Sector
1/2
Salt Lake
- Sector 1
Salt Lake
- Sector 2
Kestopur
Laketown
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
(Figures in % of sample)
10
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Shopping Arcade Visit Dynamics
11
Page 11
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
City Centre 1 is by far the most popular mall / arcade in the catchment, followed by Big Bazaar VIP.
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
Malls/Centres Visited
(Figures in % of sample)
12
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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.
All
Salt Lake
- Sector
1/2
Salt Lake
- Sector 1
Salt Lake
- Sector 2
Kestopur
Laketown
Baguihati
Ultadanga
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
Frequency of Visit to City Center 1
The following table highlights the frequency of visit for Mani Square -
All
Salt Lake
- Sector
1/2
Salt Lake
- Sector 1
Salt Lake
- Sector 2
Kestopur
Laketown
Baguihati
Ultadanga
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
Frequency of Visit to Mani Square
13
(Figures in % of sample)
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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.
16
Ultadanga
Baguihati
47
13
Keshtopur
11
25
12
26
11
25
2 wheeler
Auto rickshaw
31
2
7
30
11
6
10
26
6
34
All
38
33
26
49
Salt Lake - Sector 1
Salt Lake - Sector 1/2
13
50
17
5
38
25
11
17
Salt Lake - Sector 2
11
50
25
Laketown
Walk
26
11
19
9
18
Bus
9
25
8
19
Taxi
Car
(mode of travel used to visit City Centre 1)
17
Ultadanga
Laketown
43
14
36
Salt Lake - Sector 2
13
Salt Lake - Sector 1
13
Salt Lake - Sector 1/2
13
9
2 wheeler
17
25
17
20
23
32
Auto rickshaw
9
8
31
15
11
43
55
21
6
8
80
43
Keshtopur
Walk
33
60
Baguihati
All
50
17
33
6
38
8
35
35
Bus
7
Taxi
24
Car
14
(mode of travel used to visit Mani Square)
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Dining Out Dynamics
15
Page 15
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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.
51
53
60
55
43
55
68
83
27
26
9
4
4
1
11
6
2
1
11
7
3
1
All
Salt Lake Sector 1/2
Salt Lake Sector 1
22
37
16
28
10
5
2
13
5
8
3
18
7
7
3
Salt Lake Sector 2
Keshtopur
Laketow n
Baguihati
8
2
10
7
5
2
Ultadanga
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
When going out for Lunch or dinner we see that majority of the people go out in groups of 3-4 people.
7
6
6
48
49
43
41
41
47
4
4
All
Salt Lake Sector 1/2
Alone
5
3
11
13
45
39
6
33
57
68
35
22
4
3
7
Salt Lake Sector 1
Salt Lake Sector 2
Keshtopur
1-2 people
59
41
45
Laketown
7
2
Baguihati
Ultadanga
16
3-4 people
More than 4
(Figures in % of sample)
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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.
16
18
12
21
14
21
16
24
16
26
28
16
26
7
14
7
23
12
10
14
100
94
Baguihati
Ultadanga
16
16
31
32
19
7
3
14
29
32
33
93
89
All
84
87
Salt Lake Sector 1/2
Salt Lake Sector 1
22
79
81
Salt Lake Sector 2
Keshtopur
Local Restaurant/Hotel
Food Court in a Shopping Enclave
Stand Alone Restaurant in Park Street
Laketow n
Fast Food restaurant like McDonalds
Fine Dining Restaurant in Shopping Enclave
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
2
22
3
2
27
1
23
5
5
15
3
11
80
87
Keshtopur
Laketow n
2
27
2
20
71
78
Baguihati
Ultadanga
33
74
67
All
Salt Lake Sector 1/2
Upto Rs 200 per head
76
57
Salt Lake Sector 1
Salt Lake Sector 2
Rs 200-500 per head
Rs 500-750 per head
17
Rs 750 and above
(Figures in % of sample)
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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.
80
76
68
53
56
50
41
38
50
43 45
37
40
23
9
9
All
12
7
Salt Lake Sector 1/2
Salt Lake Sector 1
12
Salt Lake Sector 2
Veg
9
Keshtopur
20
11
9
Laketown
Baguihati
Non-Veg
4
Ultadanga
Both
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.
46
44
46
41
62
56
59
53
19
37
63
75
61
88
26
32
79
77
82
49
24
67
31
38
39
36
79
82
83
81
61
54
60
47
51
63
93
53
All
Salt Lake Sector 1/2
Salt Lake Sector 1
Salt Lake Sector 2
Keshtopur
Laketow n
Baguihati
Ultadanga
71
25
18
Indian
Chinese
Continental / Italian
Bengali
Fast Food
(Figures in % of sample)
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Concept Evaluation
19
Page 19
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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 -
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
-
-
-
Description about Mall
(Figures in % of sample)
The variety of shops / outlets and the proximity of the enclave to residence areas are the most popular first
impressions
20
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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
(Figures in % of sample)
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
21
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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
All
Salt Lake
- Sector
1/2
Salt Lake
- Sector 1
Salt Lake
- Sector 2
Kestopur
Laketown
Baguihati
Ultadanga
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
% of people agreeing - Top 2
box
(Figures in % of sample)
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.
22
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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.
Like
Neither Like / Dislike
Dislike
100
75
85
88
91
87
85
93
82
70
50
25
lta
da
ng
a
U
Ba
gu
ih
at
i
n
La
ke
to
w
r
Ke
sh
to
pu
-S
ec
to
r1
Sa
/2
lt
La
ke
-S
ec
to
Sa
r1
lt
La
ke
-S
ec
to
r2
Sa
lt
La
ke
Al
l
0
(Figures in % of sample)
23
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
When asked about the likeliness of visit, the responses were as follows –
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.
Will visit
May / May not Visit
Will not visit
100
75
83
90
89
91
89
78
50
76
66
25
lta
da
ng
a
U
Ba
gu
ih
at
i
n
La
ke
to
w
r
Ke
sh
to
pu
-S
ec
to
r1
Sa
/2
lt
La
ke
-S
ec
to
Sa
r1
lt
La
ke
-S
ec
to
r2
Sa
lt
La
ke
Al
l
0
(Figures in % of sample)
24
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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.
88
78
74
61
52
38
61
57
45
47 49
42
39
26
3
2
All
Salt Lake Sector 1/2
Weekday
2
Salt Lake Sector 1
4
Salt Lake Sector 2
19
12
3
Keshtopur
Weekend
Laketow n
Baguihati
Ultadanga
Both
(Figures in % of sample)
25
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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%
9
7
8
6
9
12
10
11
76
77
77
77
59
80
82
84
8
2
9
4
11
3
6
6
9
8
6
2
5
All
Salt Lake Sector 1/2
Salt Lake Sector 1
Salt Lake Sector 2
Keshtopur
Laketow n
Baguihati
Ultadanga
Upto 12pm
Between 12-4 pm
Between 4-8 pm
After 8 pm
(Figures in % of sample)
26
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Purpose of Visiting the MallWhen we asked the respondents, that for which of the following reasons would they be visiting the
enclave / mall, we got the following responses –
All
Salt Lake Sector 1/2
Salt Lake Sector 1
Salt Lake Sector 2
Kestopur
Laketown
Baguihati
Ultadanga
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
(Figures in % of sample)
Shopping for Clothes & Accessories, followed by Shopping for Groceries / provisional are the most popular
reasons for visiting this mall.
27
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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
Salt Lake Sector 1
Salt Lake Sector 2
Kestopur
Laketown
Baguihati
Ultadanga
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
28
(Figures in % of sample)
Contd…..
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Essential to have
All
Salt Lake
- Sector
1/2
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
Salt Lake Sector 1
Salt Lake
- Sector 2
Kestopur
Laketown
Baguihati
Ultadanga
(Figures in % of sample)
29
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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
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
30
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
We asked the respondents for brand preference, i.e. the brands they would like to see
in the mall –
The top responses wereFollowed by BATA
KHADIMS
SREE LEATHER’S
REEBOK
NIKE
PARX
LEE COOPER
ALLEN SOLLY
Raymond's
DIGJAM
LEE
PETER ENGLAND
WOODLANDS
PLAY BOY
VIMAL
LAKME
LOUIS PHILLIPE
KFC
LEVI'S
GARNIER
ADIDAS
PARK AVENUE
TITAN
VAN HEUSSEN
JOHN PLAYERS
PANTALOONS
ARROW
TURTLE
GWALIOR
BLACKBERRY
31
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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 –
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
32
KINGFISHER
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Profiling & Expectations of Salt Lake – Sector V
respondents
33
Page 33
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General Profiling
34
Page 34
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We met employees from….
Among others…
35
Page 35
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How long have they been 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
18 – 25 years
47
More than 5
2
25 – 40 years
49
40 – 60 years
4
Age of the respondents
Age break up
Income 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
36
Fig in %
Page 36
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Food Habits
37
Page 37
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
40% of the respondents go out for lunch usually…
Current practice for lunch
Go out for Lunch
40
Food from Office Canteen
39
Bring Food from Home
16
Order food from Office
5
Almost all the respondents hang out after office in near by food joints.
2
98
Yes
No
Base-All
38
Fig in %
Page 38
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
35% of the respondents go out for lunch / dinner on a daily basis
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
Base-All
39
Fig in %
Page 39
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
The people from Sector V usually go to a food joint within 1 km,
and where they can reach within 15 mins
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
Base-All
40
Fig in %
Page 40
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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
No of People Accompanying
21
12
67
Go Alone
Less than 3
More than 3
Base-All
41
Fig in %
Page 41
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More than half the people walk to their destination
Mode of travel used
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
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
Base-All
42
Fig in %
Page 42
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Approx 70% of respondents usually spend upto Rs. 200 per head
when going out for lunch / dinner
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
Preference is the highest for Bengali & Chinese cuisine; Non- Veg has the highest
preference, with 96% of the respondents opting for it
Bengali
83
Chinese
77
North Indian
47
Continental / Italian
37
South Indian
21
Tibetan
14
Thai
9
Mexican
4
Japanese
2
4
40
56
Veg
Non Veg
Both
Base-All
43
Fig in %
Page 43
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Concept Evaluation
44
Page 44
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At an Overall level around 8 out of 10 respondents like the mall and
are likely to visit it.
83
84
67
58
Unique
Relevance
Visit Likeability
Overall Likeability
Base-All
45
Fig in %
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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
Frequency of Visit
Purpose of visit
Shopping for clothes, accessories
Food court, Coffee shop
90
13
9
83
33
32
Restaurant - fine dining
72
Shopping for Groceries/ Provisional
30
Gaming/Entertainment/Hanging out
18
14
2 or more times a week
Once in 2 weeks
Once in 2 months or more
Once a week
Once a month
More than 40% of the respondents would be visiting the mall at least once a week
Base-All
46
Fig in %
Page 46
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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
Preferred Cuisine
Preferred Price Range
Bengali
77
Upto Rs 200 per head
67
Chinese
72
Rs 200-500 per head
26
North Indian
51
Rs 500-750 per head
4
Continental / Italian
26
Rs 750 and above
4
South Indian
23
Thai
9
Tibetan
9
Mexican
4
Japanese
2
Average (in Rs.)
245
Base-All
47
Fig in %
Page 47
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Reebok & KFC are the most desired brands for the respondents.
Most Desired Brands
Most Desired Joints
REEBOK
46
KFC
77
PANTALOONS
23
DOMINOS
35
ADIDAS
16
MCDONALDS
32
JOHN PLAYERS
16
PIZZA HUT
23
LEE
14
MAINLAND CHINA
7
BATA
14
ALI-BABA
5
PETER ENGLAND
12
ARSALAN
5
LEVI'S
11
CCD
5
VAN HEUSEN
11
BARISTA
5
KODAK
11
MONGINIS
4
RAYMOND
11
SUBWAY
4
NIKE
11
BHOJOHORI MANNA
4
ARROW
9
KOOKIE JAR
2
48
Fig in %
Base-All
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Ample sitting space 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
Base-All
49
Fig in %
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Population Enumeration
50
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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
Estimated Adult Population (above 18 yrs of age)
Catchment Area
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)
51
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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
(Figures in % of sample)
52
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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
Catchment Area
Estimated Total Population
(No. of households x Avg Household Size)
Sector 1
45203
Sector 2
16182
Kestopur
24551
Laketown
16330
Baguihati
14580
Ultadanga
23532
53
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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
Catchment Area
Estimated Footfall
Estimated Footfall Weekend
Estimated Footfall Weekday
Sector 1
40049
39409
17421
Sector 2
14790
14243
7824
Kestopur
19150
19150
11662
Laketown
10745
10745
1289
Baguihati
13020
13020
3385
Ultadanga
17767
17287
3838
Total
115521
113853
45420
54
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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
55
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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
56
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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
57
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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
58
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
The areas under Baguihati are displayed in the map given below:Deshbandu Nagar, Aswani Nagar, Zarda Bagan, Narayantola West
59
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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
60
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
The areas under Ultadanga are displayed in the map given below:Ultadanga, Murari Pukur and Bagmari
Murari Pukur
Bagmari
61
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Overall Snapshot
Overall catchment area is enumerated below:-
62
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Thank you…
63
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