A Summer Training Project ON CUSTOMER ATTITUDE TOWARS HYPERCITY IN HYPERCITY RETAIL (INDIA) LTD.

(Submitted

in partial fulfillment of the requirement of Master of Business Administration (MBA), Kurukshetra University, Kurukshetra) Paper Code: CP-303

Project Supervisor: Mrs.Tarun Sahni Assistant Professor AIMT

Submitted By: Rohit Sathoo Class Roll No: - 1633 University Roll No.

Session 2011 2013 Department of Management Shri Atmanand Jain Institute of Management & Technology Ambala City

PREFACE

Practical training is an important part of theoretical studies. It covers all that which remains uncovered in the classroom. It offers all which remains an invaluable treasure of experience. It offers an exposure to practical management of business organization.

As we know well that practical training plays an important role in future building of an individual. One can easily overcome the fear from life in which he has to join as a member after sometime. Just theoretical knowledge is not sufficient for the success of an individual. So one should have practical knowledge about the subject.

I have been given an opportunity to do practical training in HyperCITY Retail India. (Bengaluru). I availed this opportunity in a very satisfactory manner and I think it will be much beneficial for me in my future building. The research and methodology includes the research procedure, research design, sample design, data collection and finally limitations of study. The methods used for conducting survey is by preparing a structured questionnaire and then taking the views of respective respondents The analysis of the questionnaire is done with the help of tabulation and diagrammatic representation of data in respect to the feedback taken from customers.

In last the findings and suggestions, which came out after going through the whole survey of the organization, are mentioned.

ACKNOWLEDGEMENT
Any endeavor by human being is accomplished by Gods grace behind him. We thank God for making everything possible.
In the preparation of this report, I have received the most invaluable help and co-operation from so many of my well wishers therefore I owe my special thanks to all of them for their constructive suggestions and useful comments. First of all, I am highly grateful to my parents to provide me the much-needed courage, patience and moral support and always stood by me with their fruitful blessings.

I am also thankful to Mr. S.C.Aggarwal (Director of AIMT) and Mrs. Shilpa Khanna (Head of MBA Department) for their co-operation in completing this report. I would like to express my deep sense of gratitude to the Mrs.Tarun Sahni (Assistant professor) of our institute who gave my invaluable and useful guidance and helped me at each step.

I am very thankful to Mr. Arvind Sathoo (General Manager) of Hypercity Bengaluru and Mr. Devaiha K.U (Dy. Manager) and Mr. Shubam Dixit (Marketing Manager). They gave us important information about Hypercity Retail. I shall be very gratitude to all the staff members of Hypercity for their co-operation and invaluable help.

I once again express my sincere thanks to all others who took interest in preparation of this report and provided me their help in all respect to develop my dedicated efforts towards this report efficiently.

Rohit Sathoo MBA (F)

DECLARATION
I Rohit Sathoo hereby declare that Summer Training report entitled Customer attitude towards HyperCity. I have prepared this project report under the guidance of Mrs.Tarun Sahni (Assistant professor) is an original work and has not been copied from anywhere. This report has not been submitted in part or full to this or any other university for the award of any degree or diploma.

Rohit Sathoo MBA (F)

CERTIFICATE
This is to certify that Rohit Sathoo has proceeded under my supervision and has completed Summer Training Project Report on customer attitude towards specialization area MARKETING. Hypercity. in the

The work embodied in this report is original and is of the standard expected from a MBA student and has not been submitted in part or full to this or any other university for the award of any degree or diploma. He has completed all requirements of guidelines for Summer Training Project Report and the work is fit for evaluation.

Tarun Sahni Assistant Professor AIMT

TABLE OF CONTENTS

CHAPTER NO.
Introduction Chapter 1

PARTICULARS

PAGE NO.

Retail Industry Hypercity Retail India Ltd. Customer attitude Customer attitude towards Hypercity

7-23

Research Methodology Chapter 2 Objectives of the study Research Design Methods of Data Collection Sample Size Scope of the study Limitations of the study

24-31

Chapter 3

Analysis and Interpretation of Data

32-50 51-54 55

Chapter 4

Findings, Conclusion and Suggestions

Bibliography

CHAPTER-1 INTRODUCTION

RETAIL INDUSTRY

Retail is the sale of goods and services from individuals or businesses to the end-user. Retailers are part of an integrated system called the supply chain. A retailer purchases goods or products in large quantities from manufacturers directly or through a wholesaler, and then sells smaller quantities to the consumer for a profit. Retailing can be done in either fixed locations or online. Retailing includes subordinated services, such as delivery. The term "retailer" is also applied where a service provider services the needs of a large number of individuals, such as a public utility, like electric power. Shops may be on residential streets, streets with few or no houses or in a shopping mall. Shopping streets may be for pedestrians only. Sometimes a shopping street has a partial or full roof to protect customers from precipitation. Online retailing, a type of electronic commerce used for business-to-consumer (B2C) transactions and mail order, are forms of non-shop retailing. Shopping generally refers to the act of buying products. Sometimes this is done to obtain necessities such as food and clothing; sometimes it is done as a recreational activity. Recreational shopping often involves window shopping (just looking, not buying) and browsing and does not always result in a purchase.

Types of retail outlet

A marketplace is a location where goods and services are exchanged. The traditional market square is a city square where traders set up stalls and buyers browse the merchandise. This kind of market is very old, and countless such markets are still in operation around the whole world.

In some parts of the world, the retail business is still dominated by small family-run stores, but this market is increasingly being taken over by large retail chain Retail is usually classified by type of products as follows:

Food products Hard goods or durable goods ("hard line retailers") - appliances, electronics, furniture, sporting goods, etc. Goods that do not quickly wear out and provide utility over time.

Soft goods or consumables - clothing, apparel, and other fabrics. Goods that are consumed after one use or have a limited period (typically under three years) in which you may use them.

There are the following types of retailers by marketing strategy:

Department stores - very large stores offering a huge assortment of "soft" and "hard goods; often bear a resemblance to a collection of specialty stores. A retailer of such store carries variety of categories and has broad assortment at average price. They offer considerable customer service.

Discount stores - tend to offer a wide array of products and services, but they compete mainly on price offers extensive assortment of merchandise at affordable and cut-rate prices. Normally retailers sell less fashion-oriented brands.

Warehouse stores - warehouses that offer low-cost, often high-quantity goods piled on pallets or steel shelves; warehouse clubs charge a membership fee;

Variety stores - these offer extremely low-cost goods, with limited selection; Demographic - retailers that aim at one particular segment (e.g., high-end retailers focusing on wealthy individuals).

Mom-And-Pop: is a retail outlet that is owned and operated by individuals. The range of products are very selective and few in numbers. These stores are seen in local community often are family-run businesses. The square feet area of the store depends on the store holder.

Specialty stores: A typical specialty store gives attention to a particular category and provides high level of service to the customers. A pet store that specializes in selling dog

food would be regarded as a specialty store. However, branded stores also come under this format. For example if a customer visits a Reebok or Gap store then they find just Reebok and Gap products in the respective stores.

General store - a rural store that supplies the main needs for the local community; Convenience stores: is essentially found in residential areas. They provide limited amount of merchandise at more than average prices with a speedy checkout. This store is ideal for emergency and immediate purchases.

Hypermarkets: provides variety and huge volumes of exclusive merchandise at low margins. The operating cost is comparatively less than other retail formats.

Supermarkets: is a self service store consisting mainly of grocery and limited products on non food items. They may adopt a Hi-Lo or an EDLP strategy for pricing. The supermarkets can be anywhere between 20,000 and 40,000 square feet (3,700 m2). Example: SPAR supermarket.

Malls: has a range of retail shops at a single outlet. They endow with products, food and entertainment under a roof.

Category killers or Category Specialist: By supplying wide assortment in a single category for lower prices a retailer can "kill" that category for other retailers. For few categories, such as electronics, the products are displayed at the centre of the store and sales person will be available to address customer queries and give suggestions when required. Other retail format stores are forced to reduce the prices if a category specialist retail store is present in the vicinity.

E-tailers: The customer can shop and order through internet and the merchandise are dropped at the customer's doorstep. Here the retailers use drop shipping technique. They accept the payment for the product but the customer receives the product directly from the manufacturer or a wholesaler. This format is ideal for customers who do not want to travel to retail stores and are interested in home shopping. However it is important for the customer to be wary about defective products and non secure credit card transaction. Example: Amazon, Pennyful and eBay.

Vending Machines: This is an automated piece of equipment wherein customers can drop the money in the machine and acquire the products.

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Some stores take a no frills approach, while others are "mid-range" or "high end", depending on what income level they target.

Automated Retail stores are self service, robotic kiosks located in airports, malls and grocery stores. The stores accept credit cards and are usually open 24/7. Examples include Zoom Shops and Red box.

Big-box stores encompass larger department, discount, general merchandise, and warehouse stores.

Convenience store - a small store often with extended hours, stocking everyday or roadside items;

General store - a store which sells most goods needed, typically in a rural area;

Retailers can opt for a format as each provides different retail mix to its customers based on their customer demographics, lifestyle and purchase behaviour. A good format will lend a hand to display products well and entice the target customers to spawn sales.

Global Top Five Retailers

Worldwide Top Five Retailers[2] Retail Sales Rank 1 2 3 4 5 Company Country of Origin 2010 group

revenue (US $mil) $421,849 $121,519 $94,244 $89,311 $82,189

Wal-Mart US Carrefour France Tesco UK

Metro AG Germany Kroger US

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HyperCITY Retail India Ltd.

HyperCITY Retail (India) Ltd. is part of the K. Raheja Corp. Group, a leader in the Indian retail sector. K Raheja Corp helped create retail boom in India with Shopper's Stop, Inorbit Mall and Crossword apart from their successes in realty and hospitality. HyperCITY also offers other value added services like consumer finance, ATM facility, telecom services, pharmacy, Bakery and Restaurants etc. under one roof. HyperCITY launched its first store in Malad, Mumbai, which is spread over 1,200,000 sq ft. Today, HyperCITY has accomplished a total of 13 stores since inception and have marked its presence in cities like Mumbai, Hyderabad, Bengaluru, Bhopal, Amritsar, Delhi, Ludhiana and Jaipur, Pune & Ahmedabad. It offers over 44,000 products sourced from both local & global markets. HyperCITY has 12 stores operational across 9 cities viz. Mumbai (Malad, Thane & Vashi), Pune, Amritsar, Jaipur, Bengaluru, Bhopal, Ludhiana, Ahmedabad & Hyderabad. It offers a wide range of product in categories like Fresh produce, Foods and Grocery, Home, Bakery, electronics, Furniture, Sports, Toys. HyperCITY Team

Mark Ashman (CEO) Mr. Mark Ashman - Chief Executive Officer Ashutosh Chakradeo, Head - Buying & Merchandising
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Veneeth Purushotaman, Business Head - Technology Aparna Ranadive, Business Head - HR Darshana, Business Head Marketing & Visual Merchandising Simon Hooper, Chief of Operations

HyperCITY Bangalore Layout

It is located in Whitefield area one of the main commercial centers of Bangalore White field is an IT hub so it caters to the basic needs of the IT professionals who have migrated into the city from various parts of the country It consists of a total space of 1, 50,000 sq ft It is based on international standards It has a vast shopping space and well maintained visual merchandising

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SWOT analysis of HyperCITY

STRENGTH: Good infrastructure Location of store Foreign customers National and international brands Private labels Vast shopping space on international standards Well maintained customer service desk It caters IT and ITES segment who migrated into the city

Weakness: Billing system is not fully automated Service associates are not well trained No centralized database system Many billing counters but only few are active Display price do not match with the tag on the product Non availability of some products

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No more discount in electronic section Non Retention of Customers.

Opportunities: Potential for investment Location advantage Sectors with high growth potential E Retailing Retail franchising Wholesale trading Rural retailing

Threat: Closest in radius- Reliance fresh, City super market Inflation Poor inventory turns and stock availability measures Differentiation among the malls that are coming Shopping culture is not yet developed in India No home delivery No online sales

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Visual merchandising in HyperCITY retail

Visual merchandising is the activity and profession of developing the floor plans and threedimensional displays in order to maximize sales. Both goods and services can be displayed to highlight their features and benefits. The purpose of such visual merchandising is to attract, engage and motivate the customer towards making a purchase. Visual merchandising commonly occurs in retail spaces such as retail stores and trade shows.

Retail event Management

Event management means to organize events in a retail store as a part of sales promotion like Fashion shows, Drawing competition, school kids activity, singing competition and many more. Event Management is designed to facilitate a retail specific business activity to increase sales, for example a promotion. Retailers face increasing competition and eroding margins; customers have become more and more price sensitive and will wait for promotional deals. Many retailers have resorted to spending more money on promotions and have increased their frequency. Hypercity has been regularly organizing events as a part of their sales promotion. Event management requires capital and proper planning to execute
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Event management at HyperCITY retail

HyperCITY organizes various events as a part of their sales promotion. It spends huge capital on various events. One of the events can be seen in the picture.

Catalogue preparation
A catalogue is a book or a pamphlet which is used to describe sale or discount on some items. It is one of the best forms of sales promotion. A catalogue is generally prepared by a marketing manager. A catalogue is generally used to increase the sales or to attract the customers. a catalogue is of different types: Fashion catalogue Food catalogue Electronics catalogue Home catalogue
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Generally catalogue are also prepared during festivity season

Preparation requirement: Size of catalogue Name of items to described Discounts have to be taken into consideration

Distribution of catalogue
Through newspapers Delivering the catalogue to the customers at the entrance of the retail store Putting up catalogues at the notice boards of various apartments and societies Putting up hoardings of catalogues in the main restaurants and malls Internet ads Through television ads Delivering through SMS and mails

HyperCITY catalogue
A hyper sale catalogue of HyperCity describes 70% off on apparel and footwear, 50%off on home and furniture, 40%on electronics etc. it is a part of sales promotion.

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Customer Attitude
Customer attitude is the study of how individuals, groups and organizations select, buy ,use and dispose of the goods ,services, ideas or experiences to satisfy their need and wants . Marketers fully understand both the theory and reality of consumer attitude. A consumers buying behavior is influenced by cultural, social and personal factors. Cultural factors exert the broadest and deepest influence.

Cultural factors
Culture, subculture and social class are particularly important influences on consumer buying behavior. Culture is the fundamental determinant of a persons wants and behavior. The growing child acquires a set of values, perceptions, preferences and behaviors through his or her family and other key institutions. A child growing up United States is exposed to following values: Achievement Success Activity Efficiency Progress Material comfort Freedom

Social factors
In addition to cultural factors, social factors such as reference groups, family, and social roles and statuses affect our buying behavior. Reference groups A persons reference groups are all the groups that have a direct or indirect influence on their attitudes or behavior. Groups having a direct influence are called membership groups. Some of these are primary groups with whom the person interacts fairly continuously and informally, such as family, friends, neighbors and coworkers.

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Family The family is the most important consumer buying organization in the society, and family members constitute the most influential primary reference group. The family of orientation consists of parents and siblings. From parents a person acquires an orientation toward religion, politics, economics, and a sense of personal ambition, self worth and love. Roles and Status people choose products that reflect and communicate their role and actual or desired status in society. Marketers must be aware of the status symbol potential of products and brands.

Personal Factors
Age and stage in the life cycle Taste in food, clothes, furniture, and recreation is often age related. Consumption is shaped by family life cycle. Marketers should consider critical life events or transitions marriage, childbirth, illness, relocation, divorce, change, widowhood as giving rise to new needs. Occupation and economic circumstances Occupation also influences consumption patterns. A blue collar worker will buy work clothes, work shoes, and lunchboxes. A company president will buy dress suits, air travel, and country club memberships. Marketers try to identify the occupational groups that have above average interest in their products and even tailor products for certain occupational Personality and self concept Each person has personality characteristics that influence his or her buying behavior. By personality we mean a set of distinguishing human psychological traits like sincerity excitement, competence, sophistication, and ruggedness. Lifestyle and values A lifestyle is a persons pattern of living as expressed in activities, interest and opinions. It portrays the whole person interacting with his environment. Marketers search for relationship between their products and their lifestyles.

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Customer Attitude -HyperCity Retail India Ltd

1. FMCG Behavior on goods like soap, detergent, shampoo. Women tend to search for their products in the shelves and pick their products.eg. Women were seen searching for Surf Excel powder (Ariel and Tide detergent powders were on the top shelves) Most of the men from both categories were seen picking up goods which were on the top shelf itself. Very few men tried searching for a typical product in the store.

2.

FMCG Behavior on products like soap and shampoo Women were seen having a close look at all the products and then selecting their products Younger women picked more of sun silk and dove shampoo. Men opted for shampoo and soaps after checking the freebies. Also, many of them opted to buy shampoo sachets instead of the big bottles.

3.

Medical Section/ Chemist Very few people going to this section. Less than 10 people went to the medical/ chemist section even during peak hours. (Observed duration 30mins)The people who did come to the medical section bought not more than 2-3 tablet strips. This could mean that people still prefer going to the general chemist stores and not the ones tied with the retail chains.

4.

Liquor No women seen in this section. Two types of consumers found in this section First: Men who were there to buy their brands and quickly made their billing. Second: Men who were along with their wife/girl friend. While the better half shopped for the daily grocery, these men entered the liquor section. Assumption: Impulsive purchases seen in this category.

5.

Billing Counter Varied products like chocolates, pencil cells, soft drinks, sweets, chips, chewing gums, toys (Hot Wheels Car models) were placed in shelves right next to the billing counters.1 out of 4 customers picked up one of the products from the shelves. Parents were the customers and the kids along with them were the consumers. Note: All the above mentioned products had their own sections in the store.

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6.

On weekends there was a rush in the store as compared to the normal days,so the sale rises during the weekends.

7.

Fruits and vegetables are the most sold products in a retail store because they constitute our daily needs.

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CHAPTER-2 RESEARCH METHODOLOGY

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RESEARCH METHODOLOGY
Research methodology is considered as the nerve of the project. Without a proper well-organized research plan, it is impossible to complete the project and reach to any conclusion. The project was based on the survey plan. The main objective of survey was to collect appropriate data, which work as a base for drawing conclusion and getting result.

Therefore, research methodology is the way to systematically solve the research problem. Research methodology not only talks of the methods but also logic behind the methods used in the context of a research study and it explains why a particular method has been used in the preference of the other methods

OBJECTIVES OF THE STUDY

To analyze the attitude of customers towards Hypercity. To know the Marketing activities of the HyperCITY. To give clear concept of in store activities in a retail store To know the various promotional activities of HYpercity To seek consumer attitude towards HyperCity

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RESEARCH DESIGN

Research design is considered as a "blueprint" for research, dealing with at least four problems: which questions to study, which data are relevant, what data to collect, and how to analyze the results. The best design depends on the research question as well as the orientation of the researcher. Every design has its positive and negative sides. The present study is being conducted followed by Descriptive Research Design. DESCRIPTIVE RESEARCH To conduct the research work accurately, we conducted descriptive research. It includes surveys and fact-finding inquiries of different kinds. It is done to know following facts: The HyperCITY profits are more influenced more by advertisement. Retaining the old customer. Liking in respect of quality Quality Service

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DATA COLLECTION
The project includes both primary & secondary sources of data. The data collected through these sources has been organized, analyzed and interpreted so as to draw conclusion and arrive at appropriate recommendations. Primary source of data includes feedback of Questionnaires taken from the customers. The secondary source of data includes website of HyperCITY Retail India and Wikipedia which contains details which is helpful for making my project report

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SAMPLE SIZE
Sampling is necessary because it is also impossible to examine the entire population (i.e. the entire universe) various factors such as time available cost, purpose of study etc. make it necessary for the researchers to choose a sample. It should neither be too small nor too big. It should be manageable. The sample size has been from the feedback from customers.i.e through questionnaire method taken for present study due to time limitation. In this we have taken a feedback from 100 Customers within HyperCITY Store. These customers have revealed some facts on the basis of which we have done a specific research. So the sample size is 100.

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SCOPE OF THE STUDY

1. The study has a great significance and provides benefits to various parties whom directly or indirectly interact with the company.

2. It is beneficial to management of the company by providing clear crystal picture regarding important aspects like Stock Keeping Unit, Basket Comparison, and catalogue preparation.

3. The study also beneficial to employees and offer motivation by showing how actively they are contributing in company growth. 4. To know the position of the company with respect to other retailers in the market.

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LIMITATIONS OF THE STUDY

In spites of best efforts of the investigator the study was subjected to following limitation: The time period given to me for the completion of the project was short In such a short span of time it is difficult to complete any project in detail.

The staff members of the company were too much busy in their work. I could have gained a lot if he could have spared more time for me.

Manager some time denied disclosing some important Marketing matters, which can be helpful in this study.

Some information related to the study, which had been collected from the company was rounded off because of some influence.

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CHAPTER-3 DATA ANALYSIS & INTERPRETATION

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1. What do you think HyperCITY is for? Options Higher class upper middle class Lower middle class Lower class
60 50 40 percentage 30 20 10 0 higher class upper middle class lower middle class lower class category

Percentage 50% 30% 15% 5%

Interpretation: During a feedback taken from customers, It was observed that 50% of people voted HyperCITY for Higher class, 30% for upper middle class, 15% for lower middle class,5% for lower class.

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2. Are you happy with the service that HyperCity is providing you?

Options Yes No
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% YES NO

Percentage 95% 5%

Interpretation: Almost 95% 0f the people are satisfied with the service that HyperCITY is providing while 5% say that the services are not satisfactory, they are criticizing the work of associates.

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3. What factors affect you to come for shopping in HyperCITY?

OPTIONS Nearness Quality of the product Availability of the product Service

70 60 50 40 30 20 10 0 NEARNESS QUALITY OF THE PRODUCT

PERCENTAGE 20% 15% 60% 5%

AVAILABILITY OF THE PRODUCT

SERVICE

Interpretation: The basic driving force that motivates people to come to HyperCITY is Availability of Product; nearly each and every product is available ranging from local to international brands. Other factors include nearness 20%, quality 15% and service 5%.

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4. Do Hyper CITY customers take part in promotional activities?

OPTIONS YES NO

PERCENTAGE 80% 20%

90 80 70 60 50 40 30 20 10 0 yes no

Interpretation: 80% of the people would like us to contact in case of HyperCITY Promotional schemes while 20% wont like to be a part of that.

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5. Do you think HyperCITY offers you products at affordable prices?

OPTIONS YES NO CANT SAY

PERCENTAGE 55% 40% 5%

60%

50%

40%

30%

20%

10%

0% YES NO CAN'T SAY

Interpretation: Based on the feedback taken from customers 55% of the people say that Hypercity offers products at affordable prices, while 40% people say that HyperCITY is Costly and mostly costly in products like electronics, meat and fish. While 5% are not sure whether prices are affordable or not.

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6. Which retailer comes in your mind when you go for Wednesday shopping?

OPTIONS HyperCITY BIG BAZAAR MORE RELIANCE AND OTHERS

PERCENTAGE 20% 40% 15% 25%

45% 40% 35% 30% 25% 20% 15% 10% 5% 0% HyperCITY BIG BAZAAR MORE RELIANCE AND OTHERS

Interpretation: when the concept comes for Wednesday shopping on which more discounts are offered the Big Bazaar comes into the mind of the customers with 40%, while HyperCITY accounts for 20%, more for 15%, and 25% any other.

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7. DO you think that you are provided Proper discounts In HyperCITY? OPTIONS YES NO PERCENTAGE 40% 60%

70 60 50 40 30 20 10 0 YES NO

Intrepretation:40% of the people say that they are provided proper discounts on all items in HyperCITY while 60% people say that they are not always provided proper discounts on some essential items like electronics.

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8. Do you get Wednesday Win TO Win Offer catalogue along with your newspaper

OPTIONS YES NO
70% 60% 50% 40% 30% 20% 10% 0% YES NO

PERCENTAGE 37% 63%

Interpretation: 63% of the people didnt get Wednesday win to win catalogue along their newspaper while 37% of the people accept that they did get.

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9. Do you get fresh staples and fruits from Hypercity? OPTIONS ALWAYS NOT ALWAYS
70% 60% 50% 40% 30% 20% 10% 0% ALWAYS NOT ALWAYS

PERCENTAGE 65% 35%

Interpretation: from the feedback taken from costumers it was found that 65% of people say that they always get fresh fruits and vegetables while 35%say that they do not always get fresh fruits and vegetables

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10. Shopping in HyperCity means:

OPTIONS VALUE FOR MONEY QUALITY SERVICE SUPERIOR QUALITY ALL OF THE ABOVE

PERCENTAGE 5% 20% 30% 45%

50 45 40 35 30 25 20 15 10 5 0 VALUE FOR MONEY QUALITY SERVICE SUPERIOR QUALITY ALL OF THE ABOVE

Interpretation: shopping at HyperCITY is a great experience 45%of the people say that they get all of the options While 5% for value of money,20% Quality Service,30% say that they get superior Quality.

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11. Would you ever like to shift from HyperCITY to any other retail store if you get a chance? OPTIONS YES NO PERCENTAGE 80% 20%

90 80 70 60 50 40 30 20 10 0 YES NO

Interpretation: 80% people say they will shift from HyperCITY to other retail store if they get better discounts and services while 20% people are loyal to HyperCITY and will never shift..

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12. Where else do you go for shopping besides HyperCITY? OPTIONS BIG BAZAAR MORE ANY OTHER PERCENTAGE 40 20 40

45 40 35 30 25 20 15 10 5 0 BIG BAZAAR MORE ANY OTHER

Interpretation: Besides HyperCITY 40% of people go to big bazaar for shopping, 20% more and 40% prefer other retail brands like total, spar, Nilgiri, Bangalore Horticulture etc.

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13. Please share your experience regarding staff service:

Options
Excellent Good moderate Not up to mark Very Poor 10 30 40 10 10

Percentage

45 40 35 30 25 20 15 10 5 0 Excellent good moderate not up to mark very poor

Interpretation: 10% people say that HyperCITY has excellent services,30 say that they are good,40 moderate,10 say that it is not upto mark,10% say that it is very poor.

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14. Rate the speediness at billing Counter:

Options Excellent good moderate Not upto mark Very poor

Percentage 5 10 20 50 15

60

50

40

30

20

10

0 excellent good moderate not upto mark very poor

Interpretation: 5% people say that billing is excellent in Hypercity,10% good,20% moderate,50% say very not upto mark and it is serious problem in HyperCity 15% rate it poor.

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15. Does hyper sale offers or discounts encourage you to come for shopping in HyperCITY?

Options YES NO

Percentage 90% 10%

100 90 80 70 60 50 40 30 20 10 0 yes no

Interpretation: 90% of the people say that discounts and offers increases the footfalls in a retail store, while 10% say that they remain unaffected by any discount or offer.

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16. Upto what extent the Hypercity staff is cooperative with the customers?

Options Excellent good Moderate Not upto mark poor

Percentage 10% 50% 20% 15% 5%

60

50

40

30

20

10

0 excellent good moderate not upto mark poor

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Interpretation: cooperation with the customers in a retail store is must; only 10% say that staff cooperation is excellent while 50% rate it average and 40% poor. 17. Are you a member of Discovery club card (DCC) of HyperCITY?

Options yes no

Percentage 30 70

80 70 60 50 40 30 20 10 0 yes no

Interpretation: 30% of the people coming to HyperCITY are the members of discovery club card of HyperCITY, it means that they are permanent customers in HyperCITY and 70% say that they are not the members of discovery club card.

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18. What suggestions would you like to give for improvement?

Interpretation: 1. improve billing System make it fast 2. bring regular discounts on items like electronics and home ware 3. meat and fish is costly In HyperCITY 4. Bring more north Indian food items in the store. 5. Language barrier in Hypercity Bangalore as the packers and some associates could not Understand Hindi Properly creating a problem for the North Indian customers

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CHAPTER-4 FINDINGS, CONCLUSIONS & SUGGESTIONS

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FINDINGS:
1. Hypercity mostly belongs to Higher and Upper middle class people. It is what most of the People think in Bangalore. 2. Hypercity is providing better service to customers. It has a well maintained customer service desk 3. Avalability of each and every product is the major driving force behind its customer retention. 4Hypercity offers prices at affordable prices it is what majority of people think, but there are some customers who think it is costly in electronics, meat and fish. 5 The major competitors of Hypercity in Bangalore are Big Bazaar, More, total, Nilgiris, etc. 6 shopping in Hypercity mean value for money, superior quality, avalibility of product, better services 7 30% of the people coming to HyperCity are its permanent members through discovery club card and it is an indication of retaing old customer. 8. The staff service is moderate in Hypercity. It is not upto mark.

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CONCLUSION
By concluding the study about the Brand Positioning of HyperCity it is found that Positioning of Hypercity retail among the people is too good. It is one of the most preferred retail brands in Bangalore. The marketing activities of HyperCITY are very strong. The marketing management of HyperCITY Bangalore is very efficient in creating a very strong brand image among the customers. It has a very area of 1, 50,000 sqft, making it one of the largest Supermarkets in India. It takes time to time feedback from customers and upgrades it policies depending upon customer needs and preferences. It caters the needs of all segments of people in the society especially youths from IT segment.

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SUGGESTIONS
I prepared a study upon HyperCity Bangalore on the basis of which I suggest following things: 1. It should bring more discounts in electronic section and Meat and Fish. 2. Most of the people think that HyperCITY is for higher class people but it has items affordable by all sections of society. Hence it must remove the misconceptions regarding HyperCITY. 3. One serious problem concerning Hypercity is that its billing problem which it must try to solve. 4. Associates in HyperCITY should be Trained and motivated 5. It should bring changes according to consumer behavior. 6. Language Barrier should be properly dealt with in HYPERCITY 7. It must try to increase the membership of its discovery club card so as to retain its customer loyalty. 8. Add some more items in store to fulfill needs of all sections of society.

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BIBLIOGRAPHY
Sources: Websites http://www.Hypercity retail. in/Bangalore.html http://www.wikipedia. in/Hypercity.html Books Retailing management by Swapna Pradhan

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QUESTIONNAIRE
1. What do you think HyperCITY is for? a) Higher class b) Upper middle class c) Lower middle class d) Lower class

2. Are you happy with the service that HyperCity is providing you? a) b) c) Yes No Cant say

3. What factors affect you to come for shopping in HyperCITY? a) b) b) c) Nearness Quality of product Availability of product Service

4. Would you like us to contact in case of promotional schemes? a) YES

b) NO

5. Do u think HyperCITY offers you products at affordable prices? a) Yes b) No c) Cant say
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6. Which retailer comes in your mind when you go for Wednesday shopping? a) Big bazaar b) HyperCITY c) Total d) More e) Any other

7. Do you think that proper discounts are provided to you in HyperCITY? a) Yes b) No

8. Do you get Wednesday Win TO Win Offer catalogue along with your newspaper? a) Yes b) No

9. Do you get fresh staples and fruits from Hypercity? a) Always b) Not always

10. Shopping in HyperCity means: a) Value for money b) Quality service c) Superior Quality d) All of the above

11. Would you ever like to shift from HyperCITY to any other retail store if you get a chance? a) Yes b) No

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12. Where else do you go for shopping besides HyperCITY? a) Big bazaar b) More c) Total d) Any other

13. Please share your experience regarding product knowledge of staff? a) Excellent b) Average c) Poor

14. Rate the speediness at billing counter? a) Excellent b) Average c) Poor

15. Does hyper sale offers or discounts encourage you to come for shopping in HyperCITY? a) Yes b) No

16. Do u think that staff of HyperCity is cooperative in dealing with customers? a) Excellent b) Average c) Poor

17. Are you a member of Discovery club card (DCC) of HyperCITY? a) Yes b) No

18. What suggestions would you like to give for improvement?

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