A Project ReportOn

“A Study On Brand Awareness of HyperCITY Retail India Ltd, At Bangalore”

A project report submitted to the Visvesvaraya technological university inpartial fulfilment of the requirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

P.HARISH MURALI1CR09MBA17

Under the guidance of

EXTERNAL GUIDE INTERNAL GUIDEMs. Vijaya, MBA Ms. Anuradha,MBA Marketing Manager Lecture HyperCITY india Ltd, CMR Institute of Technology,Bangalore. Bangalore.

CMR INSTITUTE OF TECHNOLOGY#132, AECS Layout, IT Park Road,

BANGALORE - 560 037

Mar 2011/2009-11

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C.M.R. INSTITUTE OF TECHNOLOGY132, AECS Layout, IT Park Road

Bangalore – 560037April 2011

Department of Management Studies

Certificate

Certified that the project work entitled “A Study On Brand Awareness of HyperCITY

Retail India Ltd, At Bangalore” is a bonafide work carried out by P.Harish Murali in partial

fulfilment for the award of degree of Master of Business Administration of the Visvesvaraya

Technological University, Belgaum in the year 2011.It is certified that all

corrections/suggestions indicated for internal assessment have been incorporated in the report.

The project report has been approved as it satisfies the academic requirements in respect

of project work prescribed for the award of Master of Business Administration Degree.

…………………….. ……………………. ………………………….

Ms. Anuradha Dr.Girish.C Dr. Col. (Retd) Mukesh Kumar.VMA, MBA, Ph.D M.B.A, Ph.D M.B.A, M.C.A, Ph.DLecturer HOD-MBA Dept. Director- PG StudiesCMRIT. CMRIT CMRIT

P.Harish Murali 1CR09MBA17

External Viva

Name of the Examiner Signature with Date

1.

2.

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DECLARATION

I, P.Harish Murali, fourth semester, student of the MBA Dept. in C.M.R. Institute Of Technology, do hereby declare that this project report entitled “A Study on BRAND AWARENESS of Hypercity Retail India Ltd”, at Bangalore, has been submitted by me in partial fulfilment of the requirement, for the award of the degree of MASTER OF BUSINESS ADMINISTRATION by the Visvesvaraya Technology University, Belgaum, Karnataka. The project is an independent work and has not been submitted to any other university for the award of any degree or diploma.

Bangalore. P. Harish MuraliApril 2011 1CR09MBA17

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ACKNOWLEDGEMENT

I wish to pledge and reward my deep sense of gratitude for all those who have made this

project come alive.

I would like to express my heart-felt gratitude to thank Dr. Col (Ret...) Mukeseh Kumar Director at

CMR Institute of Technology for his valuable suggestions and moral support throughout the course of

my project.

I would like to express my heart-felt gratitude to Dr. Girish C, MBA, Ph.D., HOD,

Department of Management Studies at CMR Institute of Technology for his valuable

suggestions and moral support throughout the course of my project.

I am gratefully indebted to my internal faculty guide Ms. Anuradha, at CMR Institute of Technology,

for encouraging me and for thier constant support throughout the course of the project and helping me

complete it successfully.

A special note of gratitude goes to my external guide Mr. Vijaya Marketing Manager at Hypercity

Retail India Ltd. for providing me an opportunity to work in this corporate exposure and for her

support and guidance in this endeavor.

A special thanks to Mr. Prabha Haran (MVI Grade-1) & Sri Dhar Siddhu MBA, who made my

MBA project Easy by giving all their kind hearted support.

Last but not least, I thank my Father & Mother for their constant support and guidance.

P.Harish Murali

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Table of Content

Serial No.

Contents Page No.

PART-A

1

7

7

8

9

9

10

11

12

18

19

20

21

22

33

35

1 Chapter I

Introduction

1.1 .Industry Profile

1.2. Company Profile

1.2.1. Background and Inception of the Company

1.2.2. Nature of the Business Carried.

1.2.3. Vision, Mission & Quality Policy.

1.2.4 Products/Service Profile

1.2.5. Area of Operation – Global / National / Regional. Advantage to location

1.2.6. Ownership Pattern – sole trader/joint stock/cooperative/family venture.

1.2.7. Competitors Information

1.2.8. Infrastructural Facilities

1.2.9. Achievement / Award if any

1.2.10. Work Flow Model

1.2.11. Future Growth and Prospects

2 2 Chapter II

Mckensy’s 7S frame work with special reference to organization under study.

3 Chapter III

SWOT analysis

Chapter IV

Analysis of Financial Statement

4

5 Chapter V

5

Learning Experience

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List of TablesTable Table Title Page

6

PART B

6 Chapter VI

Methodology

6.1. Statement of the Problem  45

6.2. Objectives of the Study  45

6.3. Scope of the Study  46

6.4. Methodology  46

6.4.1. Research Method  47

6.4.2. Sampling method 47

6.4.3 Data Collection Technique (Primary and Secondary) 48

6.4.4. Data Analysis Tools  49

6.4.5. Limitations of the Study  49

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Chapter VII  

  Analysis, Observations, Findings and Interpretation  50

8 Chapter VIII  

  Suggestion, Recommendations and Conclusion  72

10   Annexure  74

11   Bibliography  82

No. No.1. Gender 50

2. Age Group 51

3. Proffession 52

4. Income/monthly 53

5. Area of residency 54

6. Newspaper subscription 55

7. Top of mind recall of hypermarkets 56

8. Influences in making purchase decision 57

9. Awareness of hypercity 58

10. Sources of media for knowing about hypercity 59

11. No. of respondents visiting store 61

12. Frequency of shopping 62

13. Customer satisfaction rating of the store 63

14. Top of mind recall of competitor attributes 65

15. Reasons for not visiting the stores 67

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List of Chart

Table No.

Chart Title Page No.

1. Gender 50

2. Age Group 51

3. Proffession 52

4. Income/monthly 53

5. Area of residency 54

6. Newspaper subscription 55

7. Top of mind recall of hypermarkets 56

8. Influences in making purchase decision 57

9. Awareness of hypercity 58

10. Sources of media for knowing about hypercity 59

11. No. of respondents visiting store 61

12. Frequency of shopping 62

13. Customer satisfaction rating of the store 63

14. Top of mind recall of competitor attributes 65

15. Reasons for not visiting the stores 67

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Executive Summary

The project “A Study on BRAND AWARENESS of Hypercity Retail India Ltd”, at

Bangalore, is all about acquiring Top of mind recall by increasing Awareness through various

methods. Once the brand is established in the minds of consumers , it occupies unique position

and special meaning and value is generated.

When you routinely ask your customers for feedback and involve them in your business, they, in

turn, become committed to the success of your business.

Customer satisfaction data are received through variety of methods and found basic elements

which keeps customers satisfied are Quality product, Efficient delivery, Fair price and Effective

after sale service.

The research helps to identify that the company has a high brand image and brand loyalty

because of the company provides quality products. The company shows a better performance in

sales.

Finally I have concluded my project by recommending Hypercity Retail to Consider on the

miner problems relating to sales procedures in order to become more customer friendly.

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CHAPTER I

1. INTRODUCTION

1.1. INDUSTRY PROFILE

The Indian retail industry is the fifth largest in the world. Comprising of organized and

unorganized sectors, India retail industry is one of the fastest growing industries in India,

especially over the last few years. Though initially, the retail industry in India was mostly

unorganized, however with the change of tastes and preferences of the consumers, the industry is

getting more popular these days and getting organized as well. With growing market demand, the

industry is expected to grow at a pace of 25-30percent annually. The India retail industry is

expected to grow from Rs. 35,000 crore in 2004-05 to Rs. 109,000 crore by the year 2010.

1.1.1.Growth of Indian Retail

According to the 8th Annual Global Retail Development Index (GRDI) of AT Kearney, India retail

industry is the most promising emerging market for investment. In 2007, the retail trade in

India had a share of 8-10percent in the GDP (Gross Domestic Product) of the country. In 2009, it

rose to 12percent. It is also expected to reach 22percent by 2010.

1.1.2.Major Retailers in India

Pantaloon:

Pantaloon is one of the biggest retailers in India with more than 450 stores across the

country. Headquartered in Mumbai, it has more than 5 million sq. ft retail space located across

the country. It's growing at an enviable pace and is expected to reach 30 million sq. ft by the year

2010. In 2001, Pantaloon launched country's first hypermarket ‘Big Bazaar’. It has the following

retail segments:

Food and Grocery: Big Bazaar, Food Bazaar

Home Solutions: Hometown, Furniture Bazaar, Collection-i

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Consumer Electronics: e-zone

Shoes: Shoe Factory

Books, Music and Gifts: Depot

Health and Beauty Care: Star Sitara

E-tailing: Futurebazaar.com

Entertainment: Bowling Co.

Tata Group:

Tata group is another major player in Indian retail industry with its subsidiary Trent,

which operates Westside and Star India Bazaar. Established in 1998, it also acquired the largest

book and music retailer in India ‘Landmark’ in 2005. Trent owns over 4 lakh sq. ft retail space

across the country.

RPG Group:

RPG Group is one of the earlier entrants in the Indian retail market, when it came

into food and grocery retailing in 1996 with its retail Foodworld stores. Later it also opened the

pharmacy and beauty care outlets ‘Health and Glow’.

Reliance:

Reliance is one of the biggest players in Indian retail industry. More than 300 Reliance Fresh

stores and Reliance Mart are quite popular in the Indian retail market. It's expecting its sales to

reach Rs. 90,000 crores by 2010.

AV Birla Group:

AV Birla Group has a strong presence in Indian apparel retailing. The brands like Louis Phillipe,

Allen Solly, Van Heusen, Peter England are quite popular. It's also investing in other segments

of retail. It will invest Rs. 8000-9000 crores by 2010.

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1.1.3.Retail formats in India

Hypermarts/supermarkets: large self-servicing outlets offering products from a

variety of categories

Mom-and-pop stores: they are family owned business catering to small sections; they are

individually handled retail outlets and have a personal touch.

Departmental stores: are general retail merchandisers offering quality products and

services.

Convenience stores: are located in residential areas with slightly higher prices goods due

to the convenience offered.

Shopping malls: the biggest form of retail in India, malls offers customers a mix of all

types of products and services including entertainment and food under a single roof.

E-trailers: are retailers providing online buying and selling of products and services.

Discount stores: these are factory outlets that give discount on the MRP.

Vending: it is a relatively new entry, in the retail sector. Here beverages, snacks and other

small items can be bought via vending machine.

Category killers: small specialty stores that offer a variety of categories. They are known

as category killers as they focus on specific categories, such as electronics and sporting

goods. This is also known as Multi Brand Outlets or MBO's.

Specialty stores: are retail chains dealing in specific categories and provide deep

assortment. Mumbai's Crossword Book Store and RPG's Music World are a couple of

examples.

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1.1.3.1.Challenges facing Indian retail industry

The tax structure in India favors small retail business

Lack of adequate infrastructure facilities

High cost of real estate

Dissimilarity in consumer groups

Restrictions in Foreign Direct Investment

Shortage of retail study options

Shortage of trained manpower

1.1.3.2.Future:

The retail industry in India is currently growing at a great pace and is expected to go up

to US$ 833 billion by the year 2013. It is further expected to reach US$ 1.3 trillion by the

year 2018 at a CAGR of 10percent. As the country has got a high growth rates, the

consumer spending has also gone up and is also expected to go up further in the future.

Benefits

Higher competition would lead to higher quality in products and services.

Better lifestyle as better products would be introduced.

Exports would increase due to greater sourcing of major players.

Investment in whole supply chain would increase.

Technology would be upgraded in terms of logistics, production, and

distribution channels.

The markets of the sector would flourish and develop.

Employment would increase and skills and manpower will develop.

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A strong retailing sector would promote tourism.

Economies of scale would help lower consumer prices and increase the

purchasing power of the consumer.

In the long term it will be beneficial in the up-gradation of agriculture and

small scale and medium scale industries.

1.1.4.Growth Phase of Indian Retail Sector to Continue:

The phase of high growth of Indian retail sector is expected to Continue due to huge

amounts of investments and breaking up of traditional concepts in this sector. These are leading

to various changes and are providing further boost to the growth of the Indian Retail Sector.

The Indian Retail Sector that includes the traditional retail and the modern retail is estimated to

grow at a very fast pace from US$ 336 billion, in 2006 to US$ 590 billion, by 2011. The

traditional retail sector is expected to increase from US$ 324 billion, in 2006 to US$ 493 billion,

by 2011.

The share of the modern retail in the Indian Retail Sector is also estimated to increase from

4percent in 2008, to 16percent in the next five years. This exceptional growth is expected to take

place in the retail sector due to large amounts of investment which is estimated to be about US$

35 billion in the next five years.

The "cash- and- carry" activities are expected to receive the majority of investments.The

maximum amount of growth in the Indian Retail Sector will be registered in the topmost 50 to 60

markets that are located in the urban areas. These markets would be mostly supermarkets and

hypermarkets. However, these supermarkets and hypermarkets will also witness fast erosions in

their margins. Further, it is estimated that in the longer run, the convenient stores that are located

in the local neighborhood will continue to survive.

A major focus area in the Indian retail sector is the supply chain management. In the western

countries, the retail sector has a highly developed system of supply chain. However

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developments in supply chain in Indian retail sector has been quite slow.

Other areas that need attention for the growth of the Indian retail sector to continue includes duty

and tax structures, infrastructure, rising land prices and effective trend forecasting. Trend

forecasting needs to be done in the country especially in the segments of cosmetics, apparel and

footwear for this will help the retail companies to curtail their expenses substantially.

Also another area that requires attention is manpower for it is estimated that the Sector of Indian

Retail will suffer from shortage of manpower by about a million people, by 2012.

The chains in the Indian retail sector need to frequently change their stocks and also adopt

concepts like home delivery.

If all these areas are given immediate attention then the growth phase of Indian retail sector

would continue at a very fast pace. The Indian retail sector would then witness the setting up of

retail parks that are flourishing in Europe. Further, the growth of the Indian retail sector would

help in making the country ready for big retailers by 2015- 2016.

Hypermarkets within the mall offer the comfort of buying virtually any household item without

having to step out into the sun more than once a day.

An attractive investment destination, malls are not just about the shopping outlets any longer.

The hub of the 21st century metrosexual, malls today are beyond just the experience of

purchasing.

Many of them incorporate multiplexes, gaming arcades and humongous food courts, offering

their consumers the liberty to spend an entire day within its confines.

1.2. Company Profile

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1.2.1. Background and Inception

The K. Raheja Corp. Group, with retail interests in two existing chains, Shoppers' Stop

(department store) and Crossword (bookstore), has further expanded its presence in the retail

arena, with India's largest hypermarket - 'HyperCity'.

HyperCity provides a truly international shopping experience, where customers can shop

comfortably in a large, modern, and exciting environment. HyperCity offers a wide and

contemporary range of innovative products, sourced from both local and international

markets.

1.2.1. Background And Inception Of The Company:

At over 1.2 lace sq. ft.; is the biggest Hyper CITY and will continue to offer the widest

selection of innovative products sourced from both local and global markets. Hyper CITY,

India’s finest hypermarket chain which was launched its Bangalore store on 25th March at

Embassy Paragon, ITPL Road, near Brooke Field.“The city of Bangalore has the relevant

characteristics of a rapidly emerging market: A cosmopolitan environment, a broad base of

customers with a high propensity to purchase and above all, fast growing organized

retail.Hyper CITY houses well-acclaimed international brands like Waitrose and Raleigh.

The store has developed a suite of exclusive brands across all categories via; Fresh Basket in

Food, Beano and Avro in Home-ware, Maxi in Sports, Techno in Appliances, City, RiverInc

in Fashion among others.

About Hyper City

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• Largest Hypermarket format spanning 1,20,000 sq feet area.

• Choicest products sourced from across 12 countries.

• Over 44,000 products to choose from.

• Spread over 16 departments.

• 2.5 lakh customers every month coming from Borivli to Bandra.

• 20percent of the loyal customers come from South Bombay.

• 1 Million customers in 90 days.

• Quality products at Competitive and Value for Money pricing.

• Fresh cut vegetables to Hi-Tech appliances under one roof at competitive prices.

• First to house select International wines, cigars and variety of cheese.

• Columbian Decaf and CTC Premium Tea under one roof.

1.2.2 Nature of the business carried

Re-tailing

Food

Fashion

Home Solutions

IT General

Leisure and Entertainment

Wellness and Beauty

Books and Music Store Locator

Café coffee.

Wait rose.

Oleaya.

Kodak.

Drops.

Meet and fish.

1.2.3. Vision, Mission and Quality Policy

• Provide unique products at ever better prices.

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• Build and instill trust through value and quality of products.

• To provide personalized service and products

• To constantly innovate and continue delivering the best shopping experience in the

industry – Trolley for Trolley

• To be an integral part of customer’s lives by offering a high quality shopping experience

1.2.4 Products/service profile

a) Food

FMCG

o Food

o Nonfood

Perishables

o Fruits

o Vegetables

o Fresh Cut

Staples

b) General Merchandise

Sports

Toys

Stationary

Home Appliances

Home Entertainment

Hi-Tech

Linen and Luggage

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Home Need / Care / Décor

Jewellery and Watches

Apparel and Footwear

Speciality Areas:

Exclusive imported food-From Waitrose, UK

Gaming Zone-with latest gaming equipment

Cricket Net-where you can select and test your

cricket gear

Demo Kitchen-get product demos, taste recipes

created by master chefs

Home Theatre Demo Room-for sound-proof

audio testing

1.2.5. Area of operation

The Hyper city India ltd operates its business nationally throughout India. The Hyper

City playing a vital role covering all the geographical area of India and their main aim to

provide fast moving consumer goods (FMCG) to every Indian, The following are the major

cities where they are operating business.

Store locations of Hyper City

1).Malad (Mumbai)

2). Vashi (Mumbai)

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3) Thane (Mumbai)

4) Jaipur

5) Hyderabad

6) Amritsar

7) Bangalore

8) Bhopal

1.2.6. Ownership pattern

Categories of Shareholders as on

CATEGORY NO. OF SHARES percent OF TOTAL SHARES

Promoters and their Relatives

Mutual Funds

Banks, Financial Institutions

Insurance Companies

Foreign Institutional Investors

Non Resident Indians

Indian Companies

Indian Public

Clearing Members

TOTAL

1.2.7. Competitors information

More:

More mega store is a one-stop shopping destination for the entire family. Besides a large range

of products across fruits and vegetables, groceries, FMCG products, more. MEGASTORE also

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has a strong emphasis on general merchandise, apparels and CDIT.

Currently, nine hypermarkets operate under the brand more. MEGASTORE in Mysore,

Vadodara, Aurangabad, Indore, Bengaluru, Mumbai, New Delhi, Hyderabad and Vashi.

Club more.

Quality and Value through own labels:

Aditya Birla Retail Ltd provides customers a wide choice of products under its own labels. The

objective is to provide quality products at attractive price points to customers. Since quality of

the products is of prime importance, stringent quality norms have been set and are followed. All

manufacturing partners are the best in their class.

Own label Food Brands

more. Feasters, Kitchen's Promise, and Best of India

Home and Personal care brands

more, Enriche, 110percent, Pestex, Paradise, and German

Croma

Buyers of consumer electronics products face a problem of plenty: hundreds of brands,

thousands of products, a mind-boggling range of features… which one do you choose?

At Croma, we help you make a choice that's just right for you. Our friendly, well-trained and

knowledgeable store advisors will give you sound and personalized advice so that you can make

informed buying decisions about any technology or consumer electronics product.You can shop

for 6000 products across eight categories in a world-class ambience.

Croma is promoted by Infiniti Retail Ltd, a 100percent subsidiary of Tata Sons. Woolworths, one

of the world’s leading retailers, provides technical and strategic sourcing support, ensuring that

you buy nothing but the best.Croma's first store opened on October 9, 2006 at Juhu in Mumbai,

and it's rolling out many more stores across India. So, no matter where you are, if you want high-

quality products, backed by advice you can trust, head for the nearest Croma store.

Brand Philosophy

If service wasn't important

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If technology wasn't complex.

If variety wasn't confusing.

We would have no reason to be in business.

We help you buy.

 Widest range of products

Choose from 6000 products across eight categories

We help you buy

Sound and knowledgeable advice from well-trained advisors to help you make informed buying

decisions.

A name you can trust

Croma is promoted by Infiniti Retail Ltd, an initiative of the Tata group, a brand that stands for

trust and reliability globally.

Customer commitment

Croma not only gives you a world-class shopping experience, but also backs it with great after-

sales service.

Great deals and offers

Croma periodically offers exciting deals on all your favourite products.

A first of its kind

Consumer electronics and durable retail is a fragmented segment and has been largely catered to

by regional players.

Croma is the first of its kind

Large-format, specialist and pan-Indian.

About Infiniti Retail Limited

Infiniti Retail Limited is a 100percent subsidiary of Tata Sons. The company has launched

Croma, a national chain of mega stores of consumer electronics and durables. Infiniti Retail Ltd.,

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owns and runs Croma's retail operations in India, while Woolworths provides technical support

and strategic sourcing facilities from its global network.

The first Croma store was launched in Juhu, Mumbai on October 9, 2006. Infiniti Retail Ltd

plans to launch stores across India in the coming months

Pai International Electronics Ltd

Pai International a leading brand of Consumer durables and electronic goods market in

Karnataka started functioning in the year 2000 in Indira Nagar, Bangalore. Gradually the number

of showrooms increased and at present, Pai International has 27 full-fledged showrooms

spreading all over Bangalore in the areas of Indiranagar, R.T.Nagar, Vijayanagar, Koramangala

(2), Peenya, Yelahanka, Marathahalli, Bannerghatta Main Road, HRBR Layout, Rajajinagar,

Jayanagar, HSR Layout, Banashankri and LG Best Shop showrooms in other parts of Karnataka

namely, Mangalore(2), Udupi, Bhatkal, Hubli, Hassan, Belgaum, Chikmagalur, Kundapur,

Chitradurga and Girinagar.

It serves its customers with utmost care with a motto, "Best Price, Best Brands, Best Service,

Best Offers and Best Prizes", offering a wide array of Electronics and Home Appliances of

indigenous and international brands like LG, Samsung, Philips, Sony, Sansui ,Voltas, IFB,

Godrej, Whirlpool, Pigeon, Prestige, Nokia, Sony Ericsson, , Kodak, Canon, TATA Sky,

Videocon, Kenstar, Bajaj, Kailash and many more.Super Summer Sale: During Summer this

scheme is being organized to facilitate their esteemed customers with lots of prizes worth Rs.60

lakhs.

Ganesha Festival Sale: Customers always welcome festivals with joy and happiness and share

this moment by shopping valuable household and electronic gadgets, in turn, Pai International

always introduces this sale campaign with prizes worth Rs.60 lakhs.

Mega Monsoon Sale: During Monsoon Season Pai International brings out another sale

campaign with goodies and freebies for the purchase and attractive prizes worth Rs.40 lakhs.

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Anniversary Sale: In the coastal belt of Karnataka, Pai International celebrates its anniversary in

the showrooms of Mangalore, Udupi, Kundapur, Bhatkal etc., in its own way by extending

fabulous discounts and fabulous prizes to the customers.

In all these Sale campaign, Pai International boasts of rendering 31 Maruti Alto Cars, 2 Honda

City, 1 WagonR, 3 Maruti A-star Car, 10 Santro Cars and other attractive gifts like Refrigerators,

LCDs, CTVs, Washing Machine, Mobile Phone and many other prizes.

A unique feature of the draw function is "transparency", the draw function always organized in

the presence of customers and the customers itself are judges of the draw. If winning number of

the draw seems to be un-sold, immediately draw will be held again. And the bumper prize and all

other winners will be honoured separately at the function.

Future Aspects and Plans:

The company has achieved a remarkable growth with a turnover of Rs.170 crores in the year

008-09 and future place of the company is to open its showrooms in Mangalore, Puttur,

Shimoga, Davangere and 6 large format electronic showrooms in the prominent locations of

Bangalore City.

Spencer’s

Spencer’s Retail Limited is a multi-format food-first retailer providing a wide range of quality

products to discerning young customers - well-travelled citizens of the world, looking out for

authentic flavors and experiences in a fun-filled shopping environment. Part of the Rs 15,500

crore RPG Group, we run about 200 stores (including about 30 large format stores) across 35

cities in India, employing more than 7,000 people.

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A “food first” retailer we offer both fresh and packaged foods as well as groceries. We also

have a wide selection of electronics and electrical equipment, home and office essentials,

garments and fashion accessories, toys, and personal care.

Total

TOTAL hypermarket and mall is the retail venture of the Jubilant Group. Launched in

November 2006, TOTAL has three stores in Bangalore, at Murgeshpallya, Mysore Road and

now at Sarjapur Road. The hypermarket offers the best variety and value on products such as

Apparel and footwear, Consumer electronics and IT products, Fresh Fruits and Vegetables,

Fresh Fish, Meat and Poultry, Staples and Groceries, Baker’s Factory - Fresh Bakery, Garma

Garam - Fresh Home Made Food , FMCG - Processed Foods and Non Foods, Furniture, Home

furnishings etc. Each TOTAL store has a brand mall which offers shoppers a wide variety of

brands.

Reliance Retail Ltd;

is an endeavor of RIL - Reliance Industries Limited to revolutionize the entire retail business in

India. They have established a countrywide network of retail outlets in mixed formats to give a

world class shopping experience to the Indian consumers. Reliance Retail India has constructed a

seamless supply chain that has infrastructure to host multiple value-added services targeted

primarily at the common man.The Reliance retail business includes a pan-India supply chain of

supermarkets, hypermarkets, discount stores, departmental stores, convenience and specialty

stores and outlets in over 800 cities including metros and major cities like Bangalore, Pune,

Chennai and second tier towns and cities like Bhubaneshwar, and many more.

Most of the Reliance Retail outlets are company-owned, but the convenience stores would be

based on a franchisee format in collaborations with mom-and-pop kirana shop owners. An

endeavor in this direction that has become a household name is Reliance Fresh - daily need food

and grocery stores.

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Reliance Trends is the apparel outlets housing top luxury brands across the world.

The A1 Plazas across various highways in the country offer subsidized rates on the food items

and even quick bath facilities for a mere charge of Rs. 5 - Rs.15. There are over 1000 RIL-owned

Petrol Pumps in India that offer additional facilities of food courts and change rooms. R-Care

automobile service centres have been set up along with the A1 Plazas.

Refresh up-market eating joints are again another format of the A1 Plazas. The RIL

fuel stations across the country are slated to get Qwik Marts that are multi-brand retail outlets

for quick service and quick transactions.

Besides these RIL plans to make Punjab a base for its dairy products retailing and Bangalore for

apparel operation

Staples

Staples is the world's largest office products company. We're committed to making it easy for

our customers around the globe to buy a wide range of office products, including supplies,

technology, furniture, and business services. With $23 billion in sales, Staples serves businesses

of all sizes and consumers in 27 countries throughout North and South America, Europe, Asia

and Australia.

1.2.8 Infrastructral facility:

The mall was a result of K.Raheja group desire to set up a truly international shopping

experience with world class ambience, which represents the spirit of modern affluent society.

With 'discovering more everytime ' as its theme and tagline, hypercity provides large spacious

exciting modern environment to shop and also can eat, relax and enjoy themselves as well.

Spread over 120,000sq ft.

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This TWO-floor mall holds 44000 products over 16 departmentsfor men, women, youngsters

and children,sourced from both local and international markets along with playing host to beauty

parlours, food joints and recreation facilities. It sells almost everything from basics to the

extravagant, from apparel to white goods, from home furnishing to groceries.

It houses a activity podium, dedicated for product launches, events, displays, shows and

exhibitions. The mall also has a separate section providing a variety of services such as

activites,games,demos.

Besides it also has some innovative features like centralized billing , free gift counter, customer

service help desk, free gift wrapping counter,back office and modern training room with ac and

lcd projector for employees.

Floor wise facilities at Hypercity Bangalore :

Basement: Warehouse, Parking, Facilities.

Ground Floor: food sectionl,non food, home care, Beauty Central, Customer

Service Desk (CSD),drops, trust drug pharamacy, daily

diamonds, Kodak express,fabric spa,kwality walls,café coffee

day and booster juice,canteen and Dining facility for employees,

Wash rooms, Rest rooms for employees and lockers for

employees.

First Floor: crossword, sports,multimedia, fashion ,apparel,furniture and modular

kitchens, back office,training room..

1.2.9. Achievement / Award

International Awards

Hyper City, Mumbai won The Award of Merit for Large Format Specialty Store at the United

States International Design Awards in New York on 15th January, 2007. This is the first time

27

that an Indian Company has received an award like this. This was the 36th awards function for

the Institute of Store Planners/VM+SD International Store Design, New York.

Hyper City was voted as India's top retail store by ‘Retail Week’, a leading U.K.

magazine revered by retailers worldwide. It was voted as the ‘100 Shops You Must Visit’, across

the world and was featured amongst internationally renowned stores such as Bloomingdales New

York, Selfridges U.K, Louis Vuitton Paris and Carrefour Shanghai.

The special report carried weight age for innovation and creativity in retail, as

well as recognizing retail excellence. The report was based on a survey carried out by ‘Retail

Week’ amongst key players in the retail industry consisting of businessmen, analysts, retail

consultants, editors and top shoppers around the globe.

Domestic Awards

Coca Cola Golden Spoon Awards 2009 - Images award for excellence in

food retailing awarded Gourmetcity as "Most Admired Food Retailer of the Year" and

"Innovative Retail Concept".Star Retailer Awards awarded Gourmetcity "Debutant Retailer of

the Year 2008".

The Bold 100 - IDG India CIO magazine has recognized Shoppers Stop and

HyperCITY as a recipient of 2008 CIO 100 Award. The annual award program recognizes those

executives and organizations those are playing not just to survive, but to win and embrace great

risk for the sake of great reward.

Most Admired Retailer of the Year for Retail Design and Visual Merchandising - Images India

Retail Forum, 2007.

Star Retailer - Value Retailer of the Year 2007.

Asia Retail Congress - Reid and Taylor Retailer of The Year (Hypermarket).

1.2.10 Work Flow Model

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Payment Terms

100percent advance payment either through cheque/cash or demand draft to be raised in the name of HyperCITY Retail India Ltd.

Purchase Order (PO) required from the client to be raised in the name of HyperCITY Retail India Ltd.

Billing for the order to be done after realization the cheque/DD In case of contract all terms and conditions remains the

same. However, the discount amount is redeemable after the total purchase for the GV’s.

1.2.11. FUTURE GROWTH and PROSPECTS

Upgrading Point of Sale systems to sustain our long term growth agenda Introduce new customer facing technologies that will enhance customer experience

within the store and drive additional revenue by way of incremental wallet share of the customer

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Manufacturers

Distributors

Retailers

We will also take initiatives that help us drive customer loyalty by using analytics to better understand the customer profile and buying behavior

To achieve target of 700 cr from previously achived 300 crs from hypercity retail chains of shoper’s stop company ltd.

CHAPTER II

Mckensy’s 7s

30

The 7-S Model was developed in the late 1970s by the consultation at McKinsey’s and Company

to assist managers to do away with the difficulties in implementation that are associated with

change in the organization. The McKinsey’s 7-S Framework configures as under.

The seven elements are distinguished in so called hard S’s and soft S’s. The hard

elements (green circles) are easy to identify. They can be found in strategy statements, corporate

plans, organizational charts and other documentations.The four soft S’s however, are difficult to

describe since capabilities, values and elements of corporate culture are continuously developing

and changing. They are highly determined by the people at work in the organization. Therefore it

is much more difficult to plan or to influence the characteristics of the soft elements.

1. Structure :

31

General Manager

AdminMaintenanceAccounts DGM HR VMMarketing

2. Strategy

32

“Without a strategy the organization is like a ship without a rudder.” By Joel

Ross and Michael Kami .

Actions a company plans in response to or anticipation of changes in its external environment.

Strategy covers vision, mission, objectives, goals and major action plans and policies. A strategy

targets at gaining competitive advantage over rivals.

HyperCITY follows the following strategies.

Growth strategy:

Hypercity, by May 2011, the company will open second such stores at bannerugatta road,

Bangalore,first one being already located at ITPL road ,Bangalore, other stores are

Ahmedabad, Pune and Ludhiana and has plans to invest INR 2,500 million in the growing

retail segment in India. The company has set a target of INR 10.00 billion turnover in 2011.

The chain at present has seven stores in five different cities including three in Mumbai. With

the launch of eighth store in Bhopal, the company has increased its presence to six cities

across India.

Launching of stand alone store of 140000 sq.ft and also inside malls which are in smaller in

size i.e 60000to 80000 sq.ft

3. System

The HyperCITY follows the following systems

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Employee work either morning shift 7.30 to 6.00 pm

General shift 11.00to7.30

Afternoon shift 1.30to 10.00

Night shift 10.00 to 7.30

HyperCITY maintains the following registers for the smooth functioning;

Floor Movement Register: Records the in and out time of the employees

Global Count Register: This register records the opening stock and closing stock of the

merchandise available with each brand. 

Employee daily card- this is the card which is maintained by each employee on daily

basis. The card contains in and out time, which will be signed by

Manager daily.

VM register- it is maintained by the visual manager

Stationary register – which is maintained by the administrater

Code of management register-

In tactics

POS (point of sale)

HyperCITY has 30 express checkouts.

A Retail Point of Sales system typically includes :

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Computer

Monitor

Cash till

Receipt printer

Point of display

Conveyer Belt

Barcode scanner –

Hand Scanner and 360

degree scanner.

It also includes More and more POS monitors use touch-screen technology for ease of use

and a computer is built in to the monitor chassis for what is referred to as an all-in-one unit. All-

in-one POS units save valuable counter space for the retailer.

The POS system software can typically handle a myriad of customer based functions :

sales gift cards and registries

Returns customer loyalty programs

Exchanges BOGO (buy one get one)

Layaways quantity discounts

POS software can also allow for functions such as:

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Weight scale

integrated credit card processing system

signature capture device

customer pin pad device

pre-planned promotional sales,

manufacturer coupon validation,

foreign currency handling and

Multiple payment types.

The POS unit handles the sales to the consumer but it is only one part of the entire POS system

used in a retail business.

“Back-office” computers typically handle other functions of the POS system such as inventory

control, purchasing, receiving and transferring of products to and from other locations.

Other typical functions of a POS system are to store sales information for reporting purposes,

sales trends and cost/price/profit analysis.

Customer information may be stored for receivables management, marketing purposes and

specific buying analysis.

The software provides support for:

Order processing – picking, packing, final delivery – and shipment tracking

Managing inventory across multiple warehouses and locations

Predicting what customer will buy based on past transactional data, and managing

production and stock levels to match demand

Tracking customer contacts and purchasing preference

Executing more targeted promotions, offers, and campaign management

Increase sales by reducing stock-outs, so you have the right items on hand when

customers come to the store.

Broaden your market reach with online presence and sales.

Reduce inventory costs through accurate and streamlined inventory and distribution

processes.

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4. Shared Values

Guiding concepts, fundamental ideas around which a business is built – must be simple,

usually stated at abstract level, have great meaning inside the organization even though outsiders

may not see or understand them. Shared values are a set of values and aspirations goes beyond

the conventional formal statement of corporate objectives. These are but essential as they inspire

the members of the organization and provide a definite direction towards the goals.

Indianness: Confidence in ourselves.

Leadership: To be a leader, in thought and Business.

Respect and Humility: To respect every individual, and be humble in our conduct.

Introspection: Leading to be purposeful thinking.

Openness: To be open and receptive to new ideas, knowledge and information.

Valuing and Nurturing relationship: To build long term relationship.

Simplicity and Positivity: Simplicity and Positivity in our thought, Business and action.

Adaptability: To be flexible and adaptable, to meet challenges.

Flow: To respect and understand Universal laws of nature.

Experience: To give International shopping Experience.

5. Skills

The HyperCITY follows the following skills

Communication skills: Communication skills are the ability to use language (receptive)

and express (expressive) information. Communication skills are the set of skills that

enables a person to convey information so that it is received and understood.

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Communication skills refer to the repertoire of behaviors that serve to convey

information for the individual.

Communication Skills is required by all staffs. It can be seen between sales people and

customers, as they sell their products to customers.

Executive staff communicates with the sales employee giving targets.

Human skills: Human skills also referred to as human relation skills or interpersonal

skills are one’s ability to work effectively with others on a person-to-person basis and to

build up cooperative group relations to achieve specified objectives.

These skills can be seen in the organization, for maintaining good rapport with the

employees.

Problem-solving skills: Problem-solving skills include the ability to recognize and

define problems, invent and implement solutions, and track and evaluate results. Creative

thinking not only requires the ability to understand problem-solving techniques, but also

to transcend logical and sequential thinking, making the leap to innovation. Unresolved

problems create dysfunctional relationships in the workplace. Ultimately, they become

impediments to flexibility and in dealing with strategic change in an open-ended and

creative way.

These skills can be seen while handling customer grievances.

Hard skills: Hard skills are the technical skills required by the sales people in order to

explain about the product to customers. Sales people should know their products before

interacting with customers.

6. Staff

The people/human resource management – processes used to develop managers,

socialization processes, ways of shaping basic values of management cadre, ways of introducing

young recruits to the company, ways of helping to manage the careers of employees.

Overall HyperCITY employs more than 4000 people across India.

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There are 280 employees working in the organization and 10percent of them are in executive

cadre. The various personnel policies followed by the organization are as follows

Recruitment and selection:

There are two types of staffs working in Central.

a) Brand staff- These staffs are selected by the private brands itself and paid by them on

incentive basis, but staffs will be following the rules and regulations of HyperCITY.

b) In house staff- These staffs are selected and maintained by HyperCITY itself. Internal job

posting /referrals and also from the external sources.

Promotion:

Bronze certificate is given to associates to Team leader the process is done through

Step 1: group discussion

Step 2: Test/Case studies/Role play

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Step3:personal interview

Silver certificate is for the service manager’s post

Step 1: group discussion

Step 2: Test/Case studies/Role play

Step3:personal interview

Billing bulls for cashiers it is process were if the cashiers doesn’t make any mistake while

billing the organization gives him/her cash reward.

Appreciation for associates: were the managers keep the track record of staff if he/she

follows the rule and regulations of firm and who achieves the targets will rewarded

7. Style

Style stands for the patterns of actions taken by the top management over a period of

time. Style is visible through reporting relationships amongst the three levels of managers .style

has to change with the change in strategy and the structure.

The HyperCITY follows Top-Down and Bottom-up style

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Top-Down style can be seen in Providing Targets, by the top management to the sales staff

and also giving specific instruction to the sales people.

Bottom-up style can be seen in handling Customer grievances. While handling customer

grievances, the sales people will inform to the manager, who in turn will talk to customers.

Associate satisfactory index it is done on yearly bases were in the service associates share

their Ideas, complaints, suggestions if idea is good the management considers the particular

ides and the is clicked the give them the gift vouchers.

Open forums its done in monthly bases were in they considers the new ideas for the

associate, were in they will be having right to express they views, and new innovative ideas

share their opinion

One to one it is done at service manager level were the management judge the managers at

the service level on certain parameters like relationship with the associate their

communication with the associates the problem solving skill the decision making skill at

the critical situations while handling the problems of the customer or the organization

The style of organization is authoritarian. It means management cadre follows authoritative.

The authoritative style can be seen while the managers make sales people follow the rules

and regulations of the company.

For instance, if sales people are coming late, sales people have to inform the DM before

the mall opens.

CHAPTER III

3. SWOT ANALYSIS OF HyperCITY:

STRENGTH

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1. Largest Hypermarket format spanning 1,20,000 sq feet area.

2. HyperCity provides a truly international shopping experience, where customers can shop

comfortably in a large spacious, modern, and exciting environment.

3. HyperCity offers a wide and contemporary range of innovative products, sourced from both

local and international markets.

4. Fully fitted concept rooms that offer home solutions and ideas to customers.

5. High standards of visual merchandising that grab attention.

6. Fresh cut vegetables to Hi-Tech appliances under one roof at competitive prices.

7. Exclusive tie-ups with International brand WAITROSE and RALEIGH .

WEAKNESS

1. Loyalty program of competitors is more effective due to better scheme and merchandise.

2. Low employee retention rate at shop floor level due to better package by competitors.

3. Bargaining power is low because of less number of stores.

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4. Not present in Tier -2 and Tier-3 cities.

Opportunities

1. Geographical expansion.

2. Untapped segment.

3. Luxury segments

4. Stand alone stores

5. Growing middle class in India.

6. Expansion into 2-tier Cities

Threats

1. Economic slowdown has major impact on Indian economy spending of customers.

2. Inflation

3. Competitive rivalry

4. Entry of foreign players like Wal-Mart, Mother care, etc.

5. Rapid increasing cost of raw materials and transportation

6. Delay in store opening due to government norms and policies.

7. Switching cost of customers is low.

CHAPTER IV

Analysis Of Financial Statement

Report for the year 01-APR-2009 to 31-MAR-2010 (Annual)

DescriptionAmount( in lakhs)

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Net Sales/Income from Operations 142241.75

Other Operating Income 2963.67

Increase/Decrease in Stock in trade and work in progress -91.63

Consumption of Raw Materials -

Purchase of traded goods 90311.73

Employees Cost 9198.14

Depreciation 3807.09

Other Expenditure 34858.64

Total Expenditure 138083.97

Profit from Operations before Other Income, Interest and Exceptional Items

7121.45

Other Income -

Profit before Interest and Exceptional Items 7121.45

Interest 1905.73

Profit after Interest but before Exceptional Items 5215.72

Exceptional items -

Profit(+)/Loss(-) from Ordinary Activities before tax 5215.72

Tax Expense 1635.45

Net Profit(+)/Loss(-) from Ordinary Activities after tax 3580.27

Extraordinary Items -

Net Profit (+) / Loss (-) for the period 3580.27

Minority Interest -7.74

Shares of Associates -

Other Related Items -

Consolidated Net Profit (+) / Loss (-) for the period 3588.01

Dividend (percent) -

Face Value (in ) 10.00

Paid-up Equity Share Capital 3491.45

Reserves excluding Revaluation Reserves 21556.13

Basic EPS before Extraordinary items (in ) 10.29

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Diluted EPS before Extraordinary items (in ) 10.23

Basic EPS after Extraordinary items (in ) 10.29

Diluted EPS after Extraordinary items (in ) 10.23

Public Shareholding (Number of Shares) 10993160.00

Public Shareholding (percent) 31.49

Promoter and Promoter group Number of Shares Pledged / Encumbered 7597752.00

Promoter and Promoter group Shares Pledged / Encumbered (as a percent of total shareholding of Promoter and Promoter Group)

31.76

Promoter and Promoter group Shares Pledged / Encumbered (as a percent total share capital of the company)

21.76

Promoter and Promoter group Number of Shares Non-encumbered 16323432.00

Promoter and Promoter group Shares Non-encumbered (as a percent of total shareholding of Promoter and Promoter Group)

68.24

Promoter and Promoter group Shares Non-encumbered (as a percent total share capital of the company)

46.75

Remarks:

Other Expenditure= Selling and Distribution Expenses of Rs. 3522.71 lacks + Operating and

Administrative Expenses of Rs. 15927.72 lacks + Lease, Rent and Hire Charges of Rs. 15408.21

lacks.

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CHAPTER V

Learning Experience

The main objective of practical training is to develop skill in student by supplement to

the theoretical study of business management in general. Company projects helps to gain real life

knowledge about the industrial environment and business practices. Professors give us

theoretical knowledge of various subjects in the college but we practically exposed of such

subjects when we get the training in the organisation.

The whole project provided a lot of experience and helped to know about the management

practices in real that how it differs from those of theoretical knowledge and the practically in the

real life.

In today’s globalize world, where cutthroat competition is prevailing in the market, theoretical

knowledge is not sufficient. Beside this one need to have practical knowledge, which would help

an individual in carrier activities and it is true that, “Experience is the Best Teacher”.

This project helped to understand the Retail sector in India, its market conditions as well as

current trends in terms of strategies, marketing policies, and consumer decision making and

needs and wants.

Also, helped to understand the future growth prospects and expectations in the market.

Organisational study helped in understanding the Hypercity structure, work culture, products and

services, technological advancements. How the policies are formed and executed in various

departments; success and failure of decisions and making of contingency plans.

46

The survey helped in gaining the pulse of market, understanding its forces, how perceptions are

formed, and feeling the expectations of customers. It also helped to know the tools and

techniques of data collection, interpretation of data, how to approach the respondants to get their

responses.

However, overall it was both knowledgeable and memorable experience being at Hypercity

Retail India ltd Bangalore.

Various activeites and workshops were conducted and I was part of organizer for different

occasions like:

OCCASION ACTIVITY 1 ACTIVITY2 ACTIVITY 3 ACTIVITY 4 ACTIVITY 5

PONGAL KITE MAKING RANGOLI MAKING

TYING FLOWERS

MAKEOVER BY NYX TOYS DEMO

INDEPENDENCE DAY LG TRICOLOR COOKERY

WRITE SLOGAN CONTEST

QUIZ ON REPUBLIC - -

VALENTINES DAY KNOW YOUR MATE

GUESS THE NAME

CONTESTLOVE HUNT LG VALENTINE

SPECIAL SESSION

-

Pongal Fest Celebrations

• 14th Jan(Mattu Pongal): Kite Making Activity

• 15th Jan (Kannum Pongal) : Rangoli Making Activity

• 16th Jan (Surya Pongal): Tying Flowers Activity

• Makeover by NYX

• Toys Demo

Kite Making Workshop

47

14th Jan “ Mattu Pongal” also called as Makar Sankranti was celebrated in store wherein

a “Kite Making” Workshop was organized at the activity podium

Kite Making was taught by experts and the same was handed over to the kids for free for

them to fly it along with a thread

Continuous announcements were made through out the activity to get maximum

participation

More than 60 kids participated and also took home colorful kites for flying

Rangoli Making Workshop

• 15th Jan Kannum Pongal the day when gratitude is offered to God for the Harvest, we had

a Rangoli Making workshop which carries a lot of significance down South

• A Rangoli expert was called who taught the kids to make beautiful motifs required to

make a design

• Also to some of them she taught how to fill colors in the designs which were kept ready

by her

• Continuous announcements were made to get maximum participation

• We had more than 20 kids who tried their hand in order to learn the art

Tying Flowers

16th Jan Surya Pongal we had organized for “Tying Flowers” workshop for ladies

wherein they can learn to make Gajra’s for themselves

More than 35 ladies participated to learn the same from the expert

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Sports and Toys Demo

• Demo was done for Toys as a category to keep the kids engaged while their parents were

shopping their bags full

• This also helped in pushing the sale for the category

• Demo carried out for:

a. Cars

b. Squap

c. Helicopter

Republic Day Celebration

LG Tricolor Cookery Activity

HyperCITY with LG had organized a Tricolor Cookery Activity on 26th Jan wherein all the dishes that were prepared for Sampling were in Tri-color

The same was advertised in the local paper “Prajavani” Supplement a day in advance to increase customer entry

Location: Activity Podium

Four dishes were prepared:1. Paisam2. Tri-color Rice3. Tri-color Paneer Tikka4. Tri-color Cookies

Approximately 100 people participated in the activity

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Feedback was really nice for the innovative idea adopted by us

Write a Slogan Contest

• Write a Slogan Contest was organized on theme of “Patriotism” and the best 3 slogans were given Gifts from HyperCITY

• The Board was displayed at the entrance of the store to invite more participation

• Approximately 70 people participated in the activity and wrote some beautiful messages on “Free India”

Quiz on Republic

• A Quiz was prepared on Republic Day for Kids to test their knowledge

• Around 10 questions were asked based on our History

• 45 kids participated in the Quiz and the top 3 got gifts from HyperCITY

Valentine’s Day Celebrations

• HyperCITY in association with Kodak celebrated Valentine’s weekend in which we conducted fun games like:

1. Know your Mate2. Guess the Name3. Love Hunt4. LG Valentine Special Session

1.Know your Mate

• Know Your Mate was the Valentine’s game for Couples and was organized at the entrance of the store

• The idea behind the game was to help the couples to know how well they understand their partner

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• A list of questions were prepared regarding the likes and dislikes of one of the spouses to be answered by both individually and then to be tallied to know whether they matched or not

• Got tremendous response to this activity, we had more than 20 couples participating in the same

• And the winners got a Kodak Moment clicked and captured in a photo frame with a goodie from HyperCITY (Ferroro Roscher)

2. Guess the Name

• Guess the name was another game for Couples organized at the entrance of the store

• The idea behind the game was for couples to guess the Famous lovers in our History

• A list was prepared where we left a blank in one of the pair which they had to guess eg. Cleopatra and _______, Salim and ________, Paris and __________, etc

• The couple with the maximum Right guess were the winner

• Response to this activity was equally great

• And the winners got a Kodak Moment clicked and captured in a photo frame with a goodie from HyperCITY (Ferroro Roscher)

a. Love Hunt

• Like Treasure Hunt we organized a Couples Game called “ Love Hunt”

• Clues were given to customers following which they had to search for 10 Roses kept at different locations

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• Clues given were like: 1.Find me where you can get what you need the most to make a toast to celebrate the happy times together (Ans: Wine and Beer)

2. Find me where the number 2 can be depicted in Roman (Ans:Cash till no.11) 3. Find me at the location which is “Women’s best friend” (Ans: Delhi Diamonds)

• The couple who collected the maximum Roses were the winner

• We had more than 5 Couples participating in the Game• And the winners got a Kodak Moment clicked and captured in a photo frame with a

goodie from HyperCITY (Ferroro Roscher) and Roses

b. LG Valentine Special Session

• HyperCITY in association with LG organized a Valentine Special in which all the dishes prepared were presented in a Heart shape

• All the couples were invited to come and be part of this

• We prepared dishes like:

a. Carrot Halwa b. Cakec. Cookies

• This was much liked by the customers in terms of its presentation and the taste of the dishes prepared

• Response was good.

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CHAPTER VI

Methodology

6.1 Statement Of The Problem

The present situation in the market scenario is “the survival of the fittest”. Thus in order

to survive in the market for a longer time the businessman must concentrate on the marketing of

his products.

On the other hand, the major work of today’s business is to not only face and survive

with competitors but always to study consumer’s needs. Though starting of business today is

easier, surviving and attaining success is very difficult.

Formerly, unlike the old concept of marketing which concentrates only on production, the

businessman must give importance to the marketing of his goods in the present day. Marketing is

more important as it relates to consumer and their needs.

The concept of marketing is applicable to all types of goods, may be in convenience

goods, shopping goods, or specialty goods.

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6.2. Objectives Of The Study

To know the customer awareness of Hyper City and its products

To measure the customer satisfactory level at Hyper City

To study the determinants of purchase decision making.

To measure the expectations of customers about Hyper City

To know the quality of service and the feedback from the customer

6.3 Scope Of The Study

The research technique that was used was quantitative research technique.It has roots in both

the positivist view of the world, and the modern marketing viewpoint that marketing is an interactive

process in which both the buyer and seller reach a satisfying agreement on the " four P's" of marketing:

Product, Price, Place (location) and Promotion. As a social research method, it typically involves the

construction of questionnaires and scales. People who respond (respondents) are asked to complete the

survey. Marketers use the information so obtained to understand the needs of individuals in the

marketplace, and to create strategies and marketing plans.

Research methodology is a way to systematically solve the research problem. It may be

understood as a science of studying how the reseach is done scientifically. It is necessary for the

researcher to know not only the research methods/techniques but also the methodology

6.4 Methodology

The research technique that was used was quantitative research technique.It has roots in both

the positivist view of the world, and the modern marketing viewpoint that marketing is an interactive

process in which both the buyer and seller reach a satisfying agreement on the " four P's" of marketing:

Product, Price, Place (location) and Promotion. As a social research method, it typically involves the

construction of questionnaires and scales. People who respond (respondents) are asked to complete the

survey. Marketers use the information so obtained to understand the needs of individuals in the

marketplace, and to create strategies and marketing plans

54

Research methodology is a way to systematically solve the research problem. It may be

understood as a science of studying how the reseach is done scientifically. It is necessary for the

researcher to know not only the research methods/techniques but also the methodology.

6.4.1 Research method

Broadly speaking, we can classify the Research Designs into 3 types

Exploratory Research Design:

This is generally used to clarify thoughts and opinions about the research problems or the respondent

population, or to provide insights on how to do more conclusive (casual) research. Exploratory research

studies are also known as Formulative Research Studies.

Descriptive Research Design:

Descriptive research studies are those studies which are concerned with describing the characteristics of a

particular individual, or of a group, whereas diagnostic research studies determine the frequency with

which something occur or its association with some thing else.

Casual Research Design:

Casual Research design is also known as Hypothesis testing research studies, (generally known as

experimental studies) are those where the researcher tests the hypotheses of casual relationship between

variables. Such studies require procedures that will not only reduce bias and increase reliability, but will

permit drawing inferences about causality. Usually experiments meet this requirement. Hence, when we

talk about research design in such studies, we often mean the design of experiments.

Research Design Opted

In this research process the design opted for research is the Descriptive Research Design.

55

6.4.2 Sampling Method:

Sampling Unit: Whitefield, ITPL ,Mahadvapura, Marathahalli.,Sarjapura

Sampling Size: 207 Respondents.

The sampling procedure adopted in this study is non-probability convenience sampling; the

chance of any particular unit in the population being selected is unknown. The sample units chosen are

primarily on the basis of convenience.

Here convenient sampling will be used to pick the sample units and respondents therein. Thus, altogether

the study proposes to have five sample unit and 207 respondents.

Stastical Techniques:

Simple statistical techniques such as drawing of percentage, calculating the mean

score. Tables for analyzing and graphs for pictorial understating were used in the study.

6.4.3 Source Of Data:

In a broader sense we can say that two types of data are available to the researcher. They are as

follows:

1. Primary data: A structured questionnaire was prepared for the collection of primary data .

2. Secondary data: Secondary data are collected from internet, journals and materials provided by the

company.

Processing Of The Collected Data:

(1) A number of tables are prepared to bring out the main characteristics of the data.

(2) Inferences are drawn from the data analyzed.

Research Instrument:

To elicit the primary data of the proposed study, questionnaires with structured questions for the

respondents shall be considered.

Plan Of Analysis:

56

The collected data will be analyzed with the help of statistical tools and techniques.Parametric techniques

such as averages will be used. Wherever possible to make the presentation effective, tables, charts and

diagrams will be used.

6.4.4 Tools Used For Data Collection:

The tools used for primary data collection was a structured questionnaire that includes both open

ended and close ended questions. Secondary data was collected from the certain websites, books and

major chunk of information was collected by visiting College, andcompetitive stores.The collected data

was organized, processed and tabulated in separate tables under specific heading. The data was processed

using the percentage method.

6.4.5 Limitations Of The Study

The market is huge and wide.. May be given a more detailed analysis and some may not get

the much. And the most of all samples is taken from Marathahalli, ITPL only and that is consider

recommendations will be made thinking for the whole market as such.The Project study had to

face certain problems when carrying out the Project work. Some of the limitations are as follows:

Only generalized pattern can be arrived from the survey that will be conducted later. So no

accurate analysis is possible.

During the project some of the respondents may fill the questionnaire without reading the

questions properly and sometimes just for the sake of filling it. So the information may not be

100percent accurate

The results could be biased as judgment sampling is used.

The study is limited to the city of Bangalore.

The customers in many cases reluctant to answered many questions.

The respondents may be biased on influenced by some other factors

57

Only literates participated, it took us lot of time in collecting information.

The mere information which we get from the customers is not sufficient to arrive at a

conclusion.

The seasonal changes affect the sale.

CHAPTER VII

Analysis and Interpretation

RESPONDENT PROFILES

Q1) Gender:

Table: 1 – Percentage of Gender

58%

42%

MaleFemale

Source: Primary data

58

Particulars No. of respondents Percentage

Male 118 58

Female 87 42

Fig: 1 - Percentage of Response by Gender.

Analysis: The above table shows that, 58percent of the respondents belong to Male category,42percent of respondents belong to Female category.

Inference: 58percent of the respondent belongs to Male category.

Q2) Age of the respondent:

Particulars No. of respondents

Percentage

18-25 95 4625-35 84 4135-45 19 945-60 6 360andAbove 1 1

Table: 2 – Percentage of Response by Age

46%

41%

9% 3%1%

18-2525-3535-4545-6060&Above

Source: Primary data

Fig: 2 - Percentage of Response by Age

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Analysis: The above table shows that, 46percent of the respondents belong to <25 age group,41percent of the respondents belong to the 25-35 age group, 9percent belong to the 35-45 age group ,3percent belong to 45-60 age group and 1percent belong to >60 age group.

Inference: 46percent of the respondent belongs to 18-25 age group.

Q3) Profession of the respondent:

Particulars No. of respondents PercentageService 109 53

Business 35 17

Housewife 21 10

Student 33 16

Others 6 4

Table: 3 – Percentage of Response by Profession

53%

17%

10%

16%4%

ServiceBusinessHousewifeStudentOthers

Source: Primary data

Fig: 3 - Percentage of Response by proffesion

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Analysis: The above table shows that, 53percent of the respondents belong to service group ,17percent of the respondents belong to the Business group, 10percent belong to the Housewife group ,16percent belong to Student group and 4percent belong to others.

Inference: 53percent of the respondent belongs to service group.

Q 4) Monthly Income:

Table:4 – Percentage of Response by Monthly Income

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Particulars No. of

respondents

Percentage

Below 20000 104 63

20000-40000 53 32

40000andAbove 8 5

63%

32%

5%Below 20000

20000-40000

40000&Above

Source: Primary data

Fig:4 - Percentage of Response by Monthly Income

Analysis: The above table shows that, 63percent of the respondents belong to <20000 income group ,32percent of the respondents belong to 20000-40000 income group and 5percent belong to > 40000 income group .

Inference: 63percent of the respondent belongs to <20000 income group.

Q5) Area of Residence:

Particulars No. of respondents Percentage

Sarjapur 8 4

Whitefield 28 14

K.R.Puram 21 10

Marathahalli 25 12kundanahalli 11 5

Bangarpet 8 4HAL 7 3

Belandur 6 3Chanasandra 7 5Mahadevpura 15 7outer Ring Road 6 3

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ITPL 6 3

Others 48 23Table: 5 – Percentage of Response by area of residency

4%14%

10%

12%

5%4%3%3%5%

7%3%

3%

23%

SarjapurWhitefieldK.R.PuramMarathahallikundanahalliBangarpetHALBelandurChanasandraMahadevpuraouter Ring RoadITPLOthers

Source: Primary data

Fig: 5 - Percentage of Response by area of residency

Analysis: The above table shows that, 4percent of the respondents belong to sarjapur and bangarpet group ,14percent of the respondents belong to the whitefield,10 percent belong to the k.r.puram, 12percent belong to marathahalli and5 percent belong to kundalahalli and chanasandra , 3percent belongs hal, belandur ,itpl and outer ring road ,7percent belongs to mahadevpura, 23percent belongs to others.

Inference: The 14percent of the respondent belongs to whitefield,10percent belong to k.r.pura and 12percent belong to marathahalli.

Q 6) Newspaper subscription :

Particulars No. of respondents PercentageTOI 73 36

The Hindu 26 12

Deccan Herald 30 15

Bangalore Mirror 19 9

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Vijay Karnataka 20 10

Prajavani 21 10

Others 17 8

Table: 6– subscription of newspaper

36%

12%

15%9%

10%

10% 8%

TOI The HinduDeccan Herald Bangalore MirrorVijay Karnataka

Prajavani

Others

Source: Primary data

Fig: 6– subscription of newspaper

Analysis: The above table shows that, 36percent of the respondents subscribe toi, 12percent of

the respondents subscribe the hindu, 15percent of the respondents subscribe deccan herald ,

9percent of the respondents subscribe Bangalore morror, 10percent of the respondents subscribe,

vijaya Karnataka and prajavani , 8percent of the respondents subscribe others.

Inference: 36percent of respondants subscribe times of india newspaper .

Q 7) Hypermarket top of mind recall :

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Particulars No. of respondents Percentage

Big Bazaar 86 46

More 29 16

Spencer 7 4

Total 28 15

hypercity 15 8

Forum Value Mall 12 6

Spar 5 3

others 4 2

Table: 7 – Percentage of Response by top of mind recall of hypermarkets

46%

16%4%

15%

8%

6% 3% 2% Big Bazaar

MoreSpencerTotalHyperCITY Forum Value MallSparothers

Source: Primary data

Fig: 7 - Percentage of Response by top of mind recall of hypermarkets

Analysis: The above table shows that, 46percent of the respondents top of mind recall is big bazaar 16,percent of the respondents top of mind recall is more,15 percent respondents top of mind recall is total ,8percent respondents top of mind recall is hypercity ,6 percent respondents top of mind recall is forum value mall,4 percent respondents top of mind recall is spencer,3 percent respondents top of mind recall is spar,and 2 percent respondents top of mind recall isothers(pai international, croma, m.k.retail).

Inference: The 46 percent respondents top of mind recall is Big Bazaar.

Q 8) Influences in making your Purchase decision :

Particulars No. of respondents PercentageRadio Ads 21 10

Offers in Newspapers 151 74

Leaflets 16 8Outdoor Ad 15 8percent

Table:8 – Influences in making Purchase decision

65

10%

74%

8% 8%

Radio AdsOffers in NewspapersLeafletsOutdoor Ad

Source: Primary data

Fig:8 - Influences in making Purchase decision

Analysis: The above table shows that, 10percent of the respondents are influenced by radio ads in making their purchase decision 74,percent of the respondents are influenced by offers in newspaper in making their purchase decision, 8percent respondent are influenced by leaflets and outdoor ad in making their purchase decision.

Inference: 74percent of the respondents are influenced by newspaper offers In making their purchase decision.

Q9) Awareness of hypercity :

Particulars No. of respondents

Percentage

Yes 152 74

No 53 26

Table: 9 –awareness of hypercity

66

26%

74%

NoYes

Source: Primary data

Fig: 9- awareness of hypercity

Analysis: The above table shows that, 74percent of the respondents are aware of the hypercity . 26percent of the respondents are not aware of hypercity.

Inference: 74percent of them are aware about hypercity.

Q 10) Sources of media to know about HyperCITY:

Particulars No. of respondents

Percentage

Newspaper 101 52percentRadio Ad 20 10percentHoarding 36 18percentLeaflets 14 7percentword of mouth 25 13percent

Table:10-source of media for knowing about hypercity.

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52%

10%

18%

7% 13% Newspaper Radio AdHoardingLeafletsword of mouth

Source: Primary data

Fig:10- source of media for knowing about hypercity

Analysis The above table shows that, 52percent of the respondents scource of media to know

about hypercity is Newspaper which helps them most in shopping, 18percent of the respondents

from hoarding 10percent of the respondents from radio ad, 13percent, of the respondents from

word of mouth, and 7percent of the respondents from leaflets.

Inference: Newspaper is the most credible source for 52percent consumers.

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Q 11) Visits to the store :

Table:11-percentage of respondents visiting hypercity

40%

60%NOYES

Source: Primary data

Fig: 11- percentage of respondents visiting hypercity

Analysis: The above table shows that,60 percent of the respondents visited hypercity and 40,percent of the respondents did not visited the hypercity .

Inference: The most of the respondent visited the hypercity.

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Particulars No. of respondents PercentageNO 71 40YES 108 60

Q 12) Frequency of shopping :

Particulars No. of respondents Percentage

Twice in a week 13 12percent

Once in a week 27 24percent

0nce in 15 days 19 17percent

Once in month 52 47percent

Table:12 – Shopping interval of respondents

12%

24%

17%

47%

Twice in a week

Once in a week

0nce in 15 days

Once in month

Source: Primary data

Fig:12 – Shopping interval of respondents

Analysis: The above table shows that, 12percent of the respondents shop twice in a

week,24percent shop once a week,17percent shop once in 15 days and 47percent shop once in a

month .

Inference : 47percent of the Consumers shops once in a month.

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Q 13) Rank the following attributes of hypercity with respect to customer satisfaction.

(1 being Very Good and 5 being Very Bad).

Table: 13– Preference of attributes of Hypercity

71

Very Good

(1)

Good

(2)

Average

(3)

Bad

(4)

Very Bad

(5)

Look and Feel 64 33 2 1 0

Offer

Attractiveness

12 32 43 11 2

Service

Quality

38 37 17 3 5

Product

Quality

44 42 11 3 0

Home

Delivery

6 19 40 2 10

Merchandisin

g standards

11 34 39 8 8

Hygiene 48 43 5 1 2

Look & Feel

Offer At-tractive-

ness

service Quality

Product Quality

Home De-livery

Merchan-dising

standards

Hygiene

Very good

64 12 38 44 6 11 48

Good 33 32 37 42 19 34 43

Average 2 43 17 11 40 39 5

Bad 1 11 3 3 2 8 1

Very bad

0 2 5 0 10 8 2

5152535455565758595

Source: Primary data

Fig: 13– Preference of attributes of Hypercity

Analysis:.The above table shows that, 64percent of the respondents rate look and feel of the

store is very good,33percent of the respondents rate look and feel of the store is good, 32percent

of the respondents rate offer attractiveness of the store is good, 43percent of the respondents rate

offer attractiveness of the store is average,38percent of the respondents rate service quality is

very good, 37percent of the respondents rate service quality is good, 17percent of the

respondents rate service quality is average,44percent of the respondents rate product quality is

very good, 42percent of the respondents rate product quality is good, 11percent of the

respondents rate product quality is average,10percent of the respondents rate home delivery is

very bad, 40percent of the respondents rate home delivery service is average, 19percent of the

respondents rate home delivery is good, 11percent of the respondents rate merchandising

standards are very good, 34percent of the respondents rate merchandising standards are good,

39percent of the respondents rate merchandising standards are average and 48percent of the

respondents felt hygienic conditions are very good , 43percent of the respondents felt hygienic

conditions are good.

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Inference:.64percent of the respondents rate look and feel of the store is very good,43percent

of the respondents rate offer attractiveness of the store is average, 38percent of the

respondents rate service quality is very good,44 percent of the respondents rate product

quality is very good, 40percent of the respondents rate home delivery service is

average,43percent of the respondents rate merchandising standards are average and

48percent of the respondents felt hygienic conditions are very good.

Q 14)What is your top of mind recall in Hypermarkets in case of following parameters :

Parameters Big Bazaar More Total Hypercity Others(m.k.

retail,

rel,spen,ht)

Pricing 42 42 8 0 9

Discounts/Offers 56 20 19 0 5

Product Range 27 9 38 7 19

Product Quality 10 23 25 13 29

Hygiene 17 13 3 30 37

Table:14-Top of mind recall of copmpetitors when compared to hypercity in various attributes.

73

Pricing Discounts/Offers

Product Range

Product Quality

Hygiene

Big Bazaar 42 56 27 10 17 NaN NaN

More 42 20 9 23 13 NaN NaN

Total 8 19 38 25 3 NaN NaN

Hypercity 0 0 7 13 30 NaN NaN

Others 9 5 19 29 37 NaN NaN

10

30

50

70

90

110

Source: Primary data

Fig: 14– Top of mind recall of hypermarkets.

Analysis: The above table shows that 42 percent of the customers top of mind recall is More and Big Bazaar when it comes to Pricing compared, 56percent of the customers top of mind recall is Big Bazaar when it comes to Discounts and offers, 38percent of the customers top of mind recall is Totalr when it comes to Product range comparatively, 29percent of the customers top of mind recall is othersr when it comes to Product quality and 37percent of the customers top of mind recall is Others, when it comes to Hygiene.

Inference: 56percent of the customers top of mind recall is Big Bazaar in determining offer attractiveness among the competitor.

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Q 15) Reasons for not visiting the stores:

Particulars No. of respondents

Percentage

Distance to the store 63 34It is too expensive 33 18Offers/promotions are not great compared to competition stores 59 32Product quality/range is not great compared to competition stores 19 11Service Standards are poor 9 5

Table:15- Reasons for not visiting the stores.

34%

18%32%

11% 5%

Distance to the store

It is too expensive

Offers/promotions are not great compared to competi-tion stores

Product quality/range is not great compared to competi-tion stores

Service Standards are poor

Fig: 15– Reasons for not visiting the stores.

Analysis: 34percent of the customers give reason as distance to store for not visiting

hypercity,18percent of them give expensiveness as reason for not visiting the store, 32 percent of

them felt that offers or promotions are not much attractive when compared to

competitively,11percent of them state reasons that product quality is not satisfied and 5percent of

them state reasons for not visiting the stores such as service standards are poor .

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Inference: 34 percent of the customers give reason as distance to store for not visiting hypercity

32 percent of them felt that offers or promotions are not much attractive when compared

Competitively.

Findings:

74 percent of the customers are aware about Hypercity.

46 percent of the buying happens in the age bracket of 18-25

53 percent Population in and around are mostly salaried employees with an

average income below 20,000.

36 percent of the customer subscribes times of India newspaper.

46 percent of the customers top of mind hypermarket recall is BIG BAZAAR.

74 percent of the customers are influenced by newspaper offers in making their purchase decision

Only 60 percent of the population has visited the store.

47 percent of the population visiting frequency is monthly once.

64 percent of the customers are highly satisfied with look and feel of the store.

43 percent of the customers rate offer attractiveness as average.

43 percent of the customers rate service quality as average.

40 percent of the customers rate home delivery as average.

14 percent, 12 percent, and 10 percent of the population resides at Whitefield, K.R.Puram and Marathahalli respectively.

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34 percent of the customers give distance to the store as reason for not visiting.

Implementation:

BASED ON THE FINDINGS FROM THE RESEARCH AND CUSTOMER SUGGESTIONS FOLLOWING WERE IMPLEMENTED AT HYPERCITY RETAIL INDIA LTD BANGALORE :

1. Hypercity Bangalore tied up with bajaj finance for customer financial purpose ,which was lacking earlier.

2. Customer complaints are rectified by customer care executives through call centres especially established to improve customer services and grieviance handling.

3. Customers can use toll free no. to call customer care centres 24/7.

4. Activities conducted on special occasions like pongal,republic day and valentines day during my project duration

5. The impact of activities increased sales and customer entry as follows:

Sales of Toys SKU’s:

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Last Week This Week

Customer

Entry

7th Jan 2936 14th Jan 4752

8th Jan 7080 15th Jan 6025

9th Jan 7632 16th Jan 6862

SKU/DESCRIPTION This week sale

(14th to 16th jan)

Last week sale

(7th to 9th jan)

100375542 SQUAP 5 0

100382078 BO JEEP 55888A 2 0

100219620 R/C Helicopter asst 3 4

Impact on CE:

78

Feedback:

• Kite Making and Rangoli workshops were amongst the much liked activities

• It aroused a lot of interest from kids as well as their parents

• We had more than 120 participants in 3 days of Pongal Festival and they enjoyed the activities done

• These all activities were much liked as they were different in their concepts

• On Valentines day Some of them gave feedback that we made their day special with the idea of giving Gift Hamper of Chocolates, Roses and their photo in a frame and is something that will always remain in their fond memories of HyperCITY

• Sold more than 650 Roses during the weekend.

CHAPTER VIII

Conclusions and Recommendations

79

Conclusion

HyperCity being a public ltd, in order to thrive and excel, have to understand about the

Customers expectations and provide good customer service. They also have to understand about

their competitors and their SUPPLY CHAIN.

Since retail industry is a very competitive one it is high time for hypercity to understand

about their supplier services. hypercity is providing a lot of services but due to its weak

promotions people are not aware about its services.

When you routinely ask your customers for feedback and involve them in your business, they, in

turn, become committed to the success of your business.

Customer satisfaction data are received through variety of methods and found basic elements

which keeps customers satisfied are Quality product, Efficient delivery, Fair price and Effective

after sale service.

The research helps to identify that the company has a high brand image and brand loyalty

because of the company provides quality products. The company shows a better performance in

sales.

Hypercity Retail to Consider on the miner problems relating to sales procedures in order to

become more customer friendly.

So hypercity must take a step or adopt aggressive promotional activity for selling out of

these services.The fact is that Big bazaar being major competitor; people generally have trust

and good will inhypercity..Aggressive stratergies has to be adopted to face rivalry in the areas of

customer services and offers.

.Advertising medium news paper shoul be used frequently, as news paper offers has

impact on costumers purchase decision making.

80

Suggestions And Recommendations:

They should start up with new loyalty program in order retain existing customers

and to attract new customers.

Offers should be communicated through mews paper medium very often.

The employees must be given training to do selling and cross selling.

More number of trial rooms should be provided.

There should be proper sitting space in floors.

The promotional schemes like offers, discounts, gifts, coupons etc, must be projected in

such way that it attract the attention and actually motivated customer to buy.

Maintain database of customers and inform them about the offers.

Try to retain the same workforce.

Employees should be aware about product.

Improving service in the cash counter.

Treating the customer in a friendly way might improve the standerd.

ANNEXURES

SURVEY ON BRAND AWARENESS OF HYPERCITY RETAIL INDIA LTD, BANGALURU, QUESTIONNAIRE

81

Thank you for your participation.We would appreciate you taking a few minutes of your time to complete this questionnaire.

Please give your candid and thorough response to the questions. Please tick the phrases that best represent your views:

Brand Awareness Survey

1. Name: ………………………………………….

2. Gender: a) Male b) Female

3. Age: a) 18-25 b) 25-35 c) 35 – 45 d)45 – 60 e) 60 & Above

4. Profession: a) Service b) Business c) Housewife d) Student e) Others

5. Monthly Income: a) Below 20000 b) 20000– 40000 c) 40000 & Above d) others

6. Area of Residence: ………………………………………………………………

7. Which newspaper do you subscribe?a) TOI b) The Hinduc) Deccan Herald d) Bangalore Mirrore) Vijay Karnataka f) Prajavanig) Others:

8. Which hypermarket has your top of mind recall?………………………………………………………………………

9. What influences you in making your Purchase decision?b) Radio Ad b) Offers in Newspapersc) Leaflets d) Outdoor Ad

10. Are you aware of HyperCITY?a) Yes b) No

11. Where did you learn about HyperCITY?d) Newspaper b) Radio Ad

c)Hoarding d) Leaflets

82

e) Word of Mouth

12. Did you visit the store?a) Yes b) No

13. What has been the frequency of your visit to HyperCITY?a) Twice in a week b) Once in a weekb) Once in 15 days d) Once in a month

14. Please rate HyperCITY on a scale of 1 to 5 vis a vis in terms of:Where 1: Very Good & 5: Very Bad

(1) (2) (3) (4) (5)

a) Look & Feel of the store ( ) ( ) ( ) ( ) ( )

b) Offer Attractiveness ( ) ( ) ( ) ( ) ( )

c) Service Quality ( ) ( ) ( ) ( ) ( )

d) Product Quality ( ) ( ) ( ) ( ) ( )

e) Home Delivery ( ) ( ) ( ) ( ) ( )

f) Merchandising Standards ( ) ( ) ( ) ( ) ( )

g) Hygiene Standards ( ) ( ) ( ) ( ) ( )

15. What is your top of mind recall in Hypermarkets in case of following parameters?a) Pricing ……………………………....b) Discounts/Offers ……………………………….c) Product Range ……………………………….d) Product Quality ……………………………….e) Hygiene ………………………………

16. Reasons for not visiting the store?a) Distance to the storeb) It is too expensivec) Offers/Promotions are not great compared to Competition stores

83

d) Product Quality/Range is not great compared to Competition storese) Service standards are poor

17.What kind of activities would you like to happen in HyperCITY to make your shopping an enjoyable experience?

…………………………………………………………………………………………………………….

18.Any Suggestions for the growth of HyperCITY? ………………………………………………………………………………………………………………

WAITROSE PRODUCTS

84

85

Hypercity Retail India Ltd :

Stores Galleries :

86

87

Store locations :

 HyperCITY - Malad

Next to Inorbit Mall Malad Link RoadMalad (West) Mumbai 400 064

: +91 - 22 - 40078418/ 19/ 20

HyperCITY - Vashi

GR Floor, Inorbit MallPlot No. 39/1, Sector - 30/AVashiNavi Mumbai 400 703

: +91 - 22 – 40501300

 

HyperCITY - Jaipur

Triton – The Mega Mall, Lower Ground Floor,Nr. Jhotwara Pulia & Sikar Road Circle,Jhotwara Road, Jaipur - 302 012Rajasthan

: +91 - 141 - 4094660/ 61

HyperCITY – Hyderabad

Inorbit Mall, Lower Ground Floor,Opp. I-Labs, Hi-tech City, Madhapur, Hyderabad Andhra Pradesh

: +91 - 040 - 44882031

   HyperCITY - Thane

Ground Floor, Big Thane Shopping CentreGhodbunder Road,Behind Kasarvadawali Police Station,

HyperCITY - Amritsar

Alpha One Mall, Upper basement,MBM Farms, Sultan Wind Suburban,Main G. T. Road, Amritsar - 143 001

88

Thane: +91 - 22 -

25987777

: +0183 - 661 5555

   HyperCITY - Bangalore

Embassy Paragon, Ground Floor, Nr. Kundalahalli Gate,ITPL Road, Near Brooke Field, Bangalore - 560 037

: +91 - 080 - 4364 3333

BIBLIOGRAPHY

Books & Manuals

1. Marketing Management (Philip Kotler)

2. Research Methodology – C.R Kothari

3. Hypercity Info manual (Website)

Secondary sources

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Hypercity files, datasheets, catalogues etc.

Websites

1- www.hypercityindia.com

2- www.google.com

3- www.wikipedia.com

4- www.scribd.com

Magazines

1. Outlook Express2. Business today3. Money Outlook

News Papers

1. Business standard2. Times of India3. Economic times

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