Study On Brand Awareness of HyperCITY Retail India Ltdali Project Report

1
A Project Report
On

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

A project report submitted to the Visvesvaraya technological university in
partial fulfilment of the requirements for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION

P.HARISH MURALI
1CR09MBA17

Under the guidance of

EXTERNAL GUIDE INTERNAL GUIDE
Ms. 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
2

C.M.R. INSTITUTE OF TECHNOLOGY
132, AECS Layout, IT Park Road
Bangalore 560037
April 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.V
MA, MBA, Ph.D M.B.A, Ph.D M.B.A, M.C.A, Ph.D
Lecturer HOD-MBA Dept. Director- PG Studies
CMRIT. CMRIT CMRIT

P.Harish Murali
1CR09MBA17
External Viva
Name of the Examiner Signature with Date
1.
2.
3

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 Murali
April 2011 1CR09MBA17

4

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
5

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 I I
Mckensys 7S frame work with special reference to organization under study.
3
Chapter I I I
SWOT analysis
Chapter I V
Analysis of Financial Statement

4

5 Chapter V
6

Learning Experience
38

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
7
Chapter VI I

Analysis, Observations, Findings and Interpretation 50
8
Chapter VI I I

Suggestion, Recommendations and Conclusion 72
10
Annexure 74
11
Bibliography 82
7

List of Tables

Table
No.
Table 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
8

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
9

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.

10

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:
11

Food and Grocery: Big Bazaar, Food Bazaar
Home Solutions: Hometown, Furniture Bazaar, Collection-i
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.

12

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.

13

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.
14

Employment would increase and skills and manpower will develop.

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.

15

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
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.

16

1.2. Company Profile
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,
Indias 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.

17

About Hyper City
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
Caf coffee.
Wait rose.
Oleaya.
Kodak.
Drops.
Meet and fish.

18

1.2.3. Vision, Mission and Quality Policy
Provide unique products at ever better prices.
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 customers 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
19

Home Entertainment
Hi-Tech
Linen and Luggage
Home Need / Care / Dcor
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.

20

Store locations of Hyper City
1).Malad (Mumbai)
2). Vashi (Mumbai)
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

21

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
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 worlds 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,
22

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
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.
23

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.,
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.
24

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.

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.

25

Spencers
Spencers 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.
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, Bakers 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
26

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.
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.

27

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.
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,caf 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..
28

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
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.
29

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

1.2.10 Work Flow Model

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 GVs.

Manufacturers
Distributors
Retailers
30

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
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 shopers stop company ltd.

31

CHAPTER II
Mckensys 7s
The 7-S Model was developed in the late 1970s by the consultation at McKinseys and Company
to assist managers to do away with the difficulties in implementation that are associated with
change in the organization. The McKinseys 7-S Framework configures as under.

The seven elements are distinguished in so called hard Ss and soft Ss. 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 Ss 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.

32

1. Structure :

General
Manager
SOM
(store opn mngr)
Admin
SM
(service manager)
TSM
(Training staff mngr)
TL
(Team Leader)
Service
Associate
TTL (Training team
leader)
Maintenance
Accounts
DGM
HR VM
Marketing
SUPPORTIVE FUNCTION
HEAD
DGM
SM
(service manager)
Assistance
33

2. Strategy

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

34

3. System
The HyperCITY follows the following systems
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-

35

In tactics
POS (point of sale)
HyperCITY has 30 express checkouts.
A Retail Point of Sales system typically includes :
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 :

Weight scale
integrated credit card processing system
signature capture device
customer pin pad device
36

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:
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
37

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.

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.

38

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.
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 ones 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.
39

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.
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.

40

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

Step3:personal interview
Silver certificate is for the service managers 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 doesnt 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

41

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
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.

42

CHAPTER III

3. SWOT ANALYSIS OF HyperCITY:
STRENGTH

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 .

43

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.

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.
44

CHAPTER IV
Analysis Of Financial Statement
Report for the year 01-APR-2009 to 31-MAR-2010 (Annual)

Description
Amount( in
lakhs)
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
45

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
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
46

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.

47

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 todays 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.
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.

48

Various activeites and workshops were conducted and I was part of organizer for different
occasions like:
OCCASION ACTIVITY 1
ACTIVITY
2
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
CONTEST
LOVE HUNT

LG VALENTINE
SPECIAL SESSION

-

Pongal Fest Celebrations
14
th
Jan(Mattu Pongal): Kite Making Activity

15
th
Jan (Kannum Pongal) : Rangoli Making Activity

16
th
Jan (Surya Pongal): Tying Flowers Activity

Makeover by NYX

Toys Demo

Kite Making Workshop

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
49

Rangoli Making Workshop

15
th
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 Gajras for themselves

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

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

50

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. Paisam
2. Tri-color Rice
3. Tri-color Paneer Tikka
4. Tri-color Cookies

Approximately 100 people participated in the activity

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
51

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

Valentines Day Celebrations

HyperCITY in association with Kodak celebrated Valentines weekend in which we
conducted fun games like:

1. Know your Mate
2. Guess the Name
3. Love Hunt
4. LG Valentine Special Session

1.Know your Mate

Know Your Mate was the Valentines 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
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)

52

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

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 Womens 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
53

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. Cake
c. Cookies

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

Response was good.

54

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 todays business is to not only face and survive
with competitors but always to study consumers 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.

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

55

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
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.

56

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.
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.
57

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:
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.

58

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
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.
59

CHAPTER VII
Analysis and Interpretation
RESPONDENT PROFILES

Q1) Gender:

Table: 1 Percentage of Gender

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.

58%
42%
Male
Female
Source: Primary data
Particulars No. of respondents Percentage
Male 118 58
Female 87 42
60

Q2) Age of the respondent:
Particulars No. of
respondents
Percentage
18-25 95 46
25-35 84 41
35-45 19 9
45-60 6 3
60andAbove 1 1
Table: 2 Percentage of Response by Age

Fig: 2 - Percentage of Response by Age

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.

46%
41%
9%
3%
1%
18-25
25-35
35-45
45-60
60&Above
61

Q3) Profession of the respondent:
Service 109 53
Business 35 17
Housewife 21 10
Student 33 16
Others 6 4
Table: 3 Percentage of Response by Profession

Fig: 3 - Percentage of Response by proffesion

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.

53%
17%
10%
16%
4%
Service
Business
Housewife
Student
Others
62

Q 4) Monthly Income:

Table:4 Percentage of Response by Monthly I ncome

Fig:4 - Percentage of Response by Monthly I ncome
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.
63%
32%
5%
Below 20000
20000-40000
40000&Above
Particulars No. of
respondents
Percentage
Below 20000 104 63
20000-40000 53 32
40000andAbove 8 5
63

Q5) Area of Residence:
Sarjapur 8 4
Whitefield 28 14
K.R.Puram 21 10
Marathahalli 25 12
kundanahalli 11 5
Bangarpet 8 4
HAL 7 3
Belandur 6 3
Chanasandra 7 5
Mahadevpura 15 7
outer Ring Road 6 3
ITPL 6 3
Others 48 23
Table: 5 Percentage of Response by area of residency

64

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 :
TOI 73 36
The Hindu 26 12
Deccan Herald 30 15
Bangalore Mirror 19 9
Vijay Karnataka 20 10
Prajavani 21 10
Others 17 8
Table: 6 subscription of newspaper
4%
14%
10%
12%
5%
4% 3%
3%
5%
7%
3%
3%
23%
Sarjapur
Whitefield
K.R.Puram
Marathahalli
kundanahalli
Bangarpet
HAL
Belandur
Chanasandra
65

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 :
36%
12%
15%
9%
10%
10%
8%
TOI
The Hindu
Deccan Herald
Bangalore
Mirror
Big Bazaar 86 46
More 29 16
Spencer 7 4
Total 28 15
hypercity 15 8
Forum Value Mall 12 6
Spar 5 3
66

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

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 :
Radio Ads 21 10
Offers in Newspapers 151 74
Leaflets 16 8
Outdoor Ad 15 8percent

Table:8 Influences in making Purchase decision
46%
16%
4%
15%
8%
6%
3%
2%
Big Bazaar
More
Spencer
Total
HyperCITY
Forum Value Mall
Spar
others
others 4 2
67

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
10%
74%
8%
8%
Radio Ads
Offers in
Newspapers
Leaflets
68

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 52percent
Radio Ad 20 10percent
Hoarding 36 18percent
Leaflets 14 7percent
word of mouth 25 13percent

Table:10-source of media for knowing about hypercity.
26%
74%
No
Yes
69

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.

52%
10%
18%
7%
13%
Newspaper
Radio Ad
Hoarding
Leaflets
word of mouth
70

Q 11) Visits to the store :

Table:11-percentage of respondents visiting hypercity

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.

40%
60%
NO
YES
NO 71 40
YES 108 60
71

Q 12) Frequency of shopping :
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

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.
12%
24%
17%
47%
Twice in a week
Once in a week
0nce in 15 days
Once in month
72

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

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
Merchandising
standards
11 34 39 8 8
Hygiene 48 43 5 1 2
73

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.
0
10
20
30
40
50
60
70
80
90
100
Look &
Feel
Offer
Attractiv
eness
service
Quality
Product
Quality
Home
Delivery
Merchan
dising
standard
s
Hygiene
Very bad 0 2 5 0 10 8 2
Bad 1 11 3 3 2 8 1
Average 2 43 17 11 40 39 5
Good 33 32 37 42 19 34 43
Very good 64 12 38 44 6 11 48
74

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 :

Table:14-Top of mind recall of copmpetitors when compared to hypercity in various attributes.
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
75

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.

0
20
40
60
80
100
120
Pricing Discounts/Off
ers
Product Range Product
Quality
Hygiene
Others 9 5 19 29 37
Hypercity 0 0 7 13 30
Total 8 19 38 25 3
More 42 20 9 23 13
Big Bazaar 42 56 27 10 17
76

Q 15) Reasons for not visiting the stores:
Particulars No. of
respondents
Percentage
Distance to the store 63 34
It is too expensive 33 18
Offers/promotions are not great compared to competition stores 59 32
Product quality/range is not great compared to competition stores 19 11
Service Standards are poor 9 5

Table:15- Reasons for not visiting the stores.

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 .
34%
18%
32%
11%
5%
Distance to the store
It is too expensive
Offers/promotions are not
great compared to
competition stores
Product quality/range is
not great compared to
competition stores
77

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.
78

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 SKUs:

79

Last Week

This Week

Customer
Entry
7
th
Jan 2936 14
th
Jan 4752

8
th
Jan 7080 15
th
Jan 6025

9
th
Jan 7632 16
th
Jan 6862

SKU/DESCRIPTION This week sale
(14
th
to 16
th
jan)
Last week sale
(7
th
to 9
th
jan)
100375542 SQUAP 5 0
100382078 BO JEEP 55888A 2 0
100219620 R/C Helicopter asst 3 4

Impact on CE:
80

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
81

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.

82

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
83

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 Hindu
c) Deccan Herald d) Bangalore Mirror
e) Vijay Karnataka f) Prajavani
g) 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 Newspapers
c) 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
84

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 week
b) 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 store
b) It is too expensive
c) Offers/Promotions are not great compared to Competition stores
85

d) Product Quality/Range is not great compared to Competition stores
e) 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

86

87

Hypercity Retail India Ltd :
Stores Galleries :

88

89

Store locations :

HyperCITY - Malad

Next to Inorbit Mall
Malad Link Road
Malad (West)
Mumbai 400 064
: +91 - 22 -
40078418/ 19/ 20

HyperCITY - Vashi

GR Floor, Inorbit
Mall
Plot No. 39/1, Sector
- 30/A
Vashi
Navi Mumbai 400
703
: +91 - 22
40501300

HyperCITY - Jaipur
Triton The Mega Mall,
Lower Ground Floor,
Nr. Jhotwara Pulia &
Sikar Road Circle,
Jhotwara Road, Jaipur -
302 012
Rajasthan
: +91 - 141 - 4094660/
61

HyperCITY
Hyderabad
Inorbit Mall,
Lower Ground
Floor,
Opp. I-Labs,
Hi-tech City,
Madhapur,
Hyderabad
Andhra Pradesh
: +91 - 040 -
44882031

90

HyperCITY -
Thane
Ground Floor, Big
Thane Shopping
Centre
Ghodbunder Road,
Behind
Kasarvadawali
Police Station,
Thane
: +91 - 22 -
25987777

HyperCITY -
Amritsar
Alpha One Mall,
Upper basement,
MBM Farms,
Sultan Wind
Suburban,
Main G. T. Road,
Amritsar - 143 001
: +0183 - 661
5555

HyperCITY -
Bangalore
Embassy Paragon,
Ground Floor,
Nr. Kundalahalli
Gate,
ITPL Road, Near
Brooke Field,
Bangalore - 560
037
: +91 - 080 -
4364 3333

91

BIBLIOGRAPHY
Books & Manuals
1. Marketing Management (Philip Kotler)
2. Research Methodology C.R Kothari
3. Hypercity Info manual (Website)
Secondary sources
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 Express
2. Business today
3. Money Outlook

News Papers
1. Business standard
2. Times of India
3. Economic times

Study On Brand Awareness of HyperCITY Retail India Ltdali Project Report

Diunggah oleh

Informasi Dokumen

Deskripsi Asli:

Hak Cipta

Format Tersedia

Bagikan dokumen Ini

Bagikan atau Tanam Dokumen

Opsi Berbagi

Apakah menurut Anda dokumen ini bermanfaat?

Apakah konten ini tidak pantas?

Hak Cipta:

Format Tersedia

Study On Brand Awareness of HyperCITY Retail India Ltdali Project Report

Diunggah oleh

Hak Cipta:

Format Tersedia

1

Anda mungkin juga menyukai