INSTITUTE FOR TECHNOLOGY & MANAGEMENT

NAVI MUMBAI
Global Leadership Centre

PROJECT REPORT

ON

FORMULATION OF BRAND STRATEGY FOR RETAIL STORES

OF

HPMC AT RAILWAY STATIONS

Submitted for the partial fulfilment of the requirement for the

Degree of

POST GRADUATE DIPLOMA IN BUSINESS MANAGEMENT

RETAIL MANAGEMENT & MARKETING

2007-2009

Project Guide: Submitted by:

MRS. DEEPTHY RAGHVENDRA MANISHAKAR

ITM Business School
MR. SURINDER MOHAN
Deputy General Manager, HPMC
 ACKNOLEDGEMENT

I feel privileged on getting an opportunity to acknowledge my gratitude. First of all, I

am grateful to Mr. R. C. Sharma, General Manager, HPMC, Shimla for allowing me to do my
project in HPMC. Then, I am also grateful to my company guide Mr. S. M. Sharma (Deputy
General Manager, HPMC, Shimla) who guided me in this project. I have also deep sense of
gratitude towards Mr. K.D.Sharma (Personal Manager, HPMC,Shimla) who always helped
me whenever needed. I equally express my gratitude to my Faculty Guide Mrs. Deepthy
Raghvendra who constantly guided me throughout the project. I am also thankful to ITM
Business School faculties Mrs. Shelja Jose Kuruvilla and Mr. Avinash Kishor for providing
me constant guidance and support throughout the project.

In the end, I would like to express my gratitude to Mr. Amit Jelvi, RedEye
Communications for providing me valuable information for Media Planning.

Manishakar
PGDM-RMM
ITM Business School
 CERTIFICATE

Certified that the project titled “FORMULATION OF BRAND STRATEGY

FOR RETAIL STORE OF HPMC AT RAILWAY STATIONS” submitted to

Institute for Technology & Management, Navi Mumbai in partial fulfillment of the

requirement for the award of degree of Post Graduate Diploma in Management – Retail

Management & Marketing is a bonafide record of research carried out by Mr. Manishakar

under my supervision and guidance.

…………………………………

Mrs. Deepthy Raghvendra

Institute for Technology & Management, Navi Mumbai

 SELF ATTESTATION

This is to certify that I have personally worked on the project titled

“FORMULATION OF BRAND STRATEGY FOR RETAIL STORE OF
HPMC AT RAILWAY STATIONS”. The data mentioned in the project have
been generated during the work and are genuine. Data / information obtained
from other agencies have been duly acknowledged. None of the findings or
information pertaining to the work has been concealed. The results embodied
in this project report have not been submitted to any other university or
institution for the award of any degree.

Date: Manishakar

Place: KH2007RMF044
 CONTENTS

 EXECUTIVE SUMMARY

 LIST OF TABLES

 LIST OF BOXPLOTS

 LIST OF APPENDICES

 LIST OF EXHIBITS

CHAPTER TITLE PAGE

1 INTRODUCTION 1

2 RESEARCH DESIGN 2

2.1 INFORMATION NEEDED 2

2.2 QUESTIONNAIRE DEVELOPMENT 2

2.3 DATA COLLECTION 2

3 DATA ANALYSIS 4

4 RESULTS 6

5 LIMITATIONS 9

6 CONCLUSIONS AND RECOMMENDATIONS 10

BIBLIOGRAPHY 54
 EXECUTIVE SUMMARY

A Consumer Survey was conducted using Questionnaire and Informal Interview to

get the Consumer Insight of people regarding their Fruit Juice requirement at Railway
stations. Collected data were fed into SPSS 15.0 and analysed using various statistical tools.
Two Step Cluster Analysis was done using 67 different Continuous and Categorical Variables
which yielded three clusters with 26%, 11% and 57% members respectively. Clusters were
defined according to their demographic and psychographic characteristics. To decide which
cluster to be targeted, Satisfaction level was calculated using ‘Weightage of buying
parameters’ and ‘Mean rating given to hpmc store’ on the same parameters. Depending on
the number of members in the Clusters and Satisfaction Level value, Cluster 3 was decided to
target. Cluster 3 members were slightly colourful and slightly traditional and most of them
were students with young age-group who considered Health Benefit and Naturality of fruit
juice as very important. However, they perceived themselves as little mature (not youthful).
Synchronizing with HPMC Juice Store’s current positioning as the only available Apple juice
provider at Railway platforms, Positioning Statement for hpmc Juice Store was proposed as:

“HPMC Juice Store is the only available juice store at railway platform which provides
health conscious young people natural apple and other fruit juices in hygienic
environment”

According to characteristics of targeted cluster and inputs given by respondents during

informal talks, it was observed that the Juice Store was having different look and format at
different places. The Juice store must follow a uniform format so that it has a unique identity.
So, same colour, same Logo, Similar display should be followed at each store. Further, for
uniformity, hpmc employees who sell juice at these stores, should be directed to wear same
colour uniform while on duty. White colour Uniform is suggested as it will symbolize
hygiene. Most of the customers emphasized on improving hygiene part of the store. It should
be hpmc employee’s duty to keep the store and the environment of the store clean and
hygienic. Although hpmc specializes in Apple Juice, Cluster 3 member also preferred Mango
and Orange Drink. So, tetrapacks/bottles of Mango and Orange Drink should be kept in front
in the display. It was observed that display space was not properly utilized. Proper display
will result in attracting potential customers to the store. Fountain Machine used for 100%
apple juice should be kept towards side wall instead of keeping it in front of the store so that
store could be made visually spacious. Hoarding for the store should be made to
communicate the positioning message of the Juice Store. Since, Brand name of the Store need
to be promoted, the name should be given prominence instead of Product image. Colour of
the store is one of the most important aspects to grab attention of the customers. Since, the
targeted cluster perceive themselves as slightly colourful and their perception about hpmc
store is of neither colourful nor colourless, little bit of colourfulness is required in the store.
Since, Cluster 3 members did not perceive themselves as Excitable or Dominating, use of
contrasting colour should be avoided. With traditional nature of the cluster and colour of the
Apple juice, the exterior of the store is suggested to make little brownish matching with
colour of apple juice. Since, naturality of juice is emphasized in positioning of the store;
interior of the store is suggested to keep light green to make the feel of naturality. Logo of the
store is also suggested to make green. However, it should not be done suddenly and green
shade should be increased in the logo with passage of time.
At railway platforms, Improved Store Lay-out, proper hoarding and look of the store
will be the prime medium to communicate the positioning message with customers within the
given budget limit of Rs. 2000000 for 240 stores all over the country (Rs. 2000000/240 =
Rs.8333 per store). With most of the stores facing only one exterior face of the Store towards
customers, the cost of painting and hoarding came out to be Rs.6720. Few of the stores facing
three sides of the store towards customers will cost Rs.11840.
 LIST OF TABLES

TABLE NUMBER TITLE PAGE

1.1 Cluster Distribution 20

1.2 Cluster Profiles 20

1.3 Age of the Respondent 23

1.4 Gender of the Respondent 23

1.5 Occupation of Respondent 24

1.6 Monthly Income of Respondent 24

1.7 Buying probability in next 10 visits to Station 25

1.8 Experience of HPMC Product 25

1.9 Affordability 25

1.10 Quantity to be bought 25

2.1 Overall Satisfaction Level-Users 26

2.2 Overall Satisfaction Level-Non Users 26

2.3 Satisfaction Level-Cluster 1 Users 27

2.4 Satisfaction Level-Cluster 2 Users 27

2.5 Satisfaction Level-Cluster 3 Users 28

3.1 Fruit Juice Preferences-Cluster 3 29

4.1 Case Summary Cluster 1 30

4.2 Case Summaries Cluster 2 32

4.3 Case Summaries Cluster 3 33

 LIST OF BOXPLOTS

BOXPLOT NUMBER TITLE PAGE

1 Importance of Buying Parameters for
Fruit Juice among 3 Clusters 37
2 Quality Parameters of hpmc Store
among 3 Clusters 40
3 hpmc Perception among 3 Clusters 43
4 Self Perception among 3 Clusters 48
 LIST OF APPENDICES

APPENDIX NUMBER TITLE PAGE

1 QUESTIONNAIRE 14

2 LIST OF CONTACTS 19
 LIST OF EXHIBITS

EXHIBIT NUMBER TITLE PAGE

1 Current Standard Format of hpmc

Juice Store with 3 faces towards Customers 53

 1. INTRODUCTION

Nestling in the lap of Himalayas, Himachal Pradesh lies in the north most of India.
Himachal has been bestowed upon with nature’s gift of snow mounted silver shrouded
mountains to the blue lakes and vas silent stretches of valleys. It is also endowed with the
richness of both flora and fauna.
Himachal Pradesh known as “APPLE STATE OF INDIA” produces above 0.5 million
tonnes of fruit annually. This unprecedented growth of fruit cultivation made it imperative to
create an infrastructure that could cater to this large input of raw fruit and channelize the
output through sophisticated marketing methods. It was with this view that the APPLE
PROCESSING & MARKETING PROJECT, first of its kind in India, was taken up with the
financial help of “International Development Association” (IDA). The Himachal Pradesh
Horticultural Produce Marketing & Processing Corporation popularly known as hpmc
incorporated in the year 1974 to implement the commercial components of IDA aided project
with a primary of modernising the entire post harvest handling of horticultural produce in the
state. hpmc has emerged as one of the largest organisation for the post harvest handling of
horticultural produce in India.
While it is engaged in producing processed fruit products like pulps and concentrates for
other companies, it also has its 240 retail stores at various across India. With collaboration of
IRCTC, it has opened its retail stores at the platforms of major railway stations. The retail
stores sells 100% Apple juice in Fountains. Different fruit juices like Apple Drink, Mango
Drink, Litchi Drink and Orange Drink are also available in 200ml Tetrapacks. The standard
format of the Juice Store is shown in Exhibit 1.
This project is aimed at formulating a brand strategy for hpmc’s retail stores at railway
stations so that it could enhance its reachability among people at railway stations. The
objectives of this project are as follows:
(1) To get Consumer Insight regarding Fruit juice requirement of people at railway
stations
(2) To prepare Positioning for HPMC Juice Store
(3) To make Media Plan for communicating with target Customers
 2. RESEARCH DESIGN
2.1 Information Needed

The information required to formulate a brand strategy for the retail stores were
secondary as well as primary. Secondary information included number of stores all over
country, media budget allotted by the organisation etc. Primary information included
understanding of consumers’ requirement about fruit juices at railway stations and current
hpmc retail store format. This requirement was fulfilled by following Questionnaire method,
informal talks with customers and personal observation.

2.2 Questionnaire Development

To understand the customer’s requirement, a consumer research was planned to be

conducted by questionnaire method. The questionnaire included questions related to general
food habits of people at railway stations, possibility of fruit juices to be consumed with
different food materials, customers’ requirement in terms of quality and quantity etc.
Question to know the affordability of customers for buying the fruit juices were also put. It
was also tried to know about preference of customers towards different buying parameters.
Questions towards customers’ perception about hpmc product and retail stores were also put.
Suggestions were also asked for improvement in retail store format. Different psychographic
parameters were also given for rating to segment the customers on that basis. The
psychographic parameters were taken from the previously done research on ‘A Scale to
measure Self-Concepts, Person Concepts, and Product Concepts’ by N.K.Malhotra. A sample
of the questionnaire is given in APPENDIX 1.
2.3 Sampling Technique

Random Sampling technique was used to select the respondents. Probability of each
customer to be selected for sampling was equal as they were randomly chosen at railway
platforms.

2.4 Data Collection

Data collection for secondary information involved getting information from

organisation’s head office authorities at Shimla. It was done through one time visit to Shimla
and further telephonic conversation with organisation’s authorities. Information related to
rates of facade and painting was collected from people associated in the respective business.
Primary data collection was one of the crucial jobs in the project as interviewing people at
railway stations were very tough. Data were collected by making people fill the questionnaire
who were user or non-user of hpmc products. Data were collected from railway stations of
four cities namely Delhi, Lucknow, Allahabad and Mumbai. Few of the people who were not
able to fill the questionnaire at the station were e-mailed an online questionnaire. Initial
sample size was kept at 200. However, only 102 samples could be collected. Informal talks
with respondents while filling the questionnaire also helped in getting their suggestions for
improvement. Through Personal observations, the current retail format was observed.
 3. DATA ANALYSIS
Data collected from various cities in the form of questionnaire were entered in SPSS15.0,
a statistical tool in the form of software, for analysis. Out of 20 questions, 67 variables were
made for data analysis. Various statistical tools were used to interpret the consumers’
responses.

Two Step Cluster Analysis was done to get the possible clusters in the sample size so that
actionable clusters with sufficient number could be targeted. 32 variables which included
‘Importance of different buying parameters’, Consumption pattern of different Food
Categories’, Possibility of Consuming Fruit Juice with different Food Categories’, ‘Self-
Perception about different psychographic parameters’ as Continuous Variables and all the
Demographic factors namely ‘Age’, ‘Gender’, ‘Income’, ‘Occupation’, ‘User/Non User’,
‘Buying Probability in next 10 visit to store’, ‘Quantity to be bought’, ‘Affordability’ as
Categorical Variables were taken into consideration for making clusters (TABLE 1.1-1.10).
Explore Method was used to make Box-plots which visually showed the dispersion of
responses by respondents. Clusters were then defined on the basis of their demographic and
psychographic belongings.

To decide which clusters to target, two factors were taken into consideration- Number of
members in the cluster and Satisfaction level of the customers in the cluster. To calculate the
Satisfaction Level of customers, sum of the responses for buying parameters were taken and
then weightage of these parameters were calculated. Now, these weightage were then
multiplied with Mean rating (rating given out of 5 scale) given for hpmc store on the same
parameters to calculate the Power of the given parameters. Mean Rating was calculated by
summarising the cases through SPSS. Ideal power was also calculated by multiplying the
weightage with 5(Highest Possible Rating). Satisfaction level in percentage was then
calculated by dividing Actual power to Ideal Power (TABLE 2.1-2.5). Calculation of
Satisfaction Level was done for all the respondents together and for different clusters
separately with users and non-users taken separately. Since, non-users had not experienced
hpmc juices, Satisfaction Level value was actually their perception about hpmc.

All the 3 clusters were separated from the common database so that calculation could be
done separately for each cluster.
 Fruit juice preferences for each cluster were calculated by adding the rank given to them
by respondents. Lowest sum of the rank was given 1st rank and so on (TABLE 3.1).
 4. RESULTS
Two Step Cluster Analysis gave 3 clusters with 26, 11 and 57 members respectively. On
basis of different Continuous and Categorical Variables, these 3 clusters were defined as
follows:

Cluster 1

Members: 25% of total

Age Group: consisted of people with age group of either 18-22 years (12 out 26) or above 40
years (10 out of 26)

Occupation: Mostly Govt. or Private Company Employees; some are students (32%)

Income: Half of the people earned below Rs.3000 while remaining half earned Rs.12001-
20000

Buying Probability in next 10 visits to Station: 75% people likely to buy less than 4 times
while 25% of them are likely to buy 4-6 times

User/Non User: All had experienced HPMC products

Affordability: 32% of them were ready to spend Rs.11-15/200ml while rest could only afford
Rs.6-10/200ml

Quantity Required: All wanted to buy 200ml juice at once

 They consumed Fresh Fruit and Fruit Juice sometimes at stations

 Rarely consumed cold drink

 Health benefit, Naturality and Brand name of fruit juice were very important

 Psychographically, they perceive themselves as slightly calm, slightly simple and

slightly modest.
Cluster 2

Members: 10.27% of total

Age Group: consisted of people with age group of either 23-27 years (5 out of 11) or above
41-50yrs years (6 out of 11)

Occupation: All were involved in some Business

Income: Consisted of Income Group of Rs.5000-12000

Buying Probability in next 10 visits to Station: all were likely to buy juice 4-6 times

User/Non User: All had experienced HPMC products

Affordability: All of them could afford Rs.6-10/200ml

Quantity Required: 5 of them wanted to buy 200ml and 6 of them 500ml

 They consumed Namkeen/Wafers and Fruit Juice sometimes and consume cold drinks
regularly at railway stations

 Health benefit, Naturality and Taste of fruit juice were most important

 Considered themselves slightly calm, very simple, slightly traditional, slightly

colourful, modest and slightly delicate

Cluster 3

Members: 55% of total

Age Group: consisted of young people with age group of either 18-22 years (25%) or 23-
27years (71%)

Occupation: Mostly students with only 12% Private Company employee population

Income: consisted of varying Income with most of them earning below Rs.5000

Buying Probability in next 10 visits to Station: Most of them said they were likely to buy
either 4-6 times (43%) or less than 4 times (45%)

User/Non User: 68% user (i.e. 38% of total population) and rest was non-user
Affordability: 17% of them could spend Rs.11-15/200ml while mostly could only afford
Rs.6-10/200ml

Quantity Required: 42% wanted to buy 200ml juice at once while rest 58% of people were
ready to buy 500 ml juice at once

 They consumed Fruit drink and cold dink sometimes at railway stations

 Health benefit, Naturality and Taste of fruit juice were very important and brand name
was important

 They considered themselves slightly traditional and slightly colourful and little mature

Satisfaction Level Analysis showed that overall satisfaction level of all the users for all
the parameters was 67.777% while for non-users it was 74.32%. Satisfaction level of
different parameters for all users were 71% for Price, 71.8% for Health Benefit, 69.6% for
Taste, 70.6% for Naturality, 54.6% for Brand name.

Separate analysis for users of each cluster showed following results:

(i) Cluster 1: With net satisfaction level of 68.882%, various parameters’ Satisfaction
level was 74.16% for Price, 74.16% for Health Benefit, 71.65% for Taste, 70% for
Naturality and 53.32% for Brand name.

(ii) Cluster 2: With net satisfaction level of 60.568%, various parameters’ Satisfaction
level was 72.5% for Price, 65% for Health Benefit, 62.5% for Taste, 57.5% for
Naturality and 50% for Brand name.

(iii) Cluster 3: With net satisfaction level of 68.217%, various parameters’ Satisfaction
level was 69.6% for Price, 71% for Health Benefit, 70.4% for Taste, 73.39% for
Naturality and 55.2% for Brand name.
 5. LIMITATIONS

 Sample size for the project was only 102 against expected size of 200 due to poor
interest of people to fill the questionnaire at railway stations

 Less geographic area could be covered due to absence of funds for the project
 6. CONCLUSIONS AND RECOMMENDATIONS

Most of the respondents indicated their preference towards health beneficial and natural
fruit drink. They also asked for hygienic environment at Juice Store.
Net Satisfaction Level of each cluster showed that Cluster 1 and Cluster 3 were having
almost same value which is little higher than Overall Satisfaction Level. However, Cluster 3
was having more members in its category.
So, Cluster 3 should be targeted by hpmc Juice Store. Since, more than half of the
consumers were ready to buy 500ml juice at one, 500ml Tetrapack should be made available
at the store. Naturality and taste being the most important parameters for target customers,
these needs to be improved. However, hpmc provides 100% natural apple juice, so
communicating customers about its naturality is more important. ‘Taste’ of the juice needs to
be improved by testing it for target customer and bringing the required improvement. In case
of Cluster 3, satisfaction level for ‘Brand Name’ was only 55.2%, a unique identity need to
be created in customers’ mind. Cluster 3 member were slightly colourful and slightly
traditional and most of them were students with young age-group who considered Health
Benefit and Naturality of fruit juice as very important. However, they perceived themselves
as little mature (not youthful).
Till now, HPMC Juice Store has positioned itself mainly as the only available Apple juice
provider.
So, proposed Positioning Statement for hpmc Juice Store should be as follows:

“HPMC Juice Store is the only available juice store at railway platform which provides
health conscious young people natural apple and other fruit juices in hygienic
environment”

According to characteristics of targeted cluster and inputs given by respondents during

informal talks, following are the suggestions to improve the store lay-out:
(i) It was observed that the Juice Store was having different look and format at different
places. The Juice store must follow a uniform format so that it has a unique identity.
So, same colour, same Logo, Similar display should be followed at each store.
(ii) For uniformity, hpmc employees who sell juice at these stores should be directed to
wear same colour uniform while on duty. White colour Uniform is suggested as it will
symbolize hygiene.
 (iii) Most of the customers emphasized on improving hygiene part of the store. It
should be hpmc employee’s duty to keep the store and the environment of the store
clean and hygienic
(iv)Although hpmc specializes in Apple Juice, Cluster 3 member also prefer Mango and
Orange Drink. So, tetrapacks of Mango and Orange Drink should be kept in front in
the display. It was observed that display space was not properly utilized. Proper
display will result in attracting potential customers to the store.
(v) Fountain Machine used for 100% apple juice should be kept towards side wall instead
of keeping it in front of the store so that store could be made visually spacious.
(vi)Facade for the store should be made to communicate the positioning message of the
Juice Store. Since, Brand name of the Store need to be promoted, the name should be
given prominence instead of Product image.
Colour of the store is one of the most important aspects to grab attention of the customers.
Since, the targeted cluster perceive themselves as slightly colourful and their perception
about hpmc store is of neither colourful nor colourless, little bit of colourfulness is required in
the store. Since, Cluster 3 members do not perceive themselves as Excitable or Dominating,
use of contrasting colour should be avoided. With traditional nature of the cluster and colour
of the Apple juice, the exterior of the store is suggested to make little brownish matching
with colour of apple juice. Since, naturality of juice is emphasized in positioning of the store;
interior of the store is suggested to keep light green to make the feel of naturality. Logo of
the store is also suggested to make green. However, it should not be done suddenly and green
shade should be increased in the logo with passage of time.

Media Plan
At railway platforms, Improved Store Lay-out, proper facade and look of the store
will be the prime medium to communicate the positioning message with customers in
accordance with the provided media budget. As suggested by hpmc authorities, media budget
for the media planning is Rs.2000000 for 240 stores of hpmc all over the country. Rs.8333
(Rs.2000000/240) will be the budget for each store to improve its lay-out to enhance its
visibility and communicate the positioning message to the target customers in accordance
with the recommendations given above.
 Generally, size of the hpmc Juice Store is 8ft x 6ft x 8ft with (i) only one exterior side
facing the customers in most of the stores and (ii) three exterior sides of the store facing
towards customers in only few of the stores (as shown in Exhibit).

(i) Cost of the Facade for one Juice Store in the first case (at the rate of Rs.100/ft.2)

= 8ft x 2ft x Rs.100/ft.2

= Rs.1600

Cost of painting Exterior and Interior of one Store in the first case (at the rate of Rs.20/ft.2)

= [One Exterior Face except facade

space + All the Interior Faces including
Roof] x Rs.20/ft.2

= [(8ft x 6ft) + (8ft x 8ft) + (2ft x 8ft x

6ft) + (8ft x 6ft)] x Rs.20/ft.2

= Rs.5120

So, Total Cost for Media Plan = Rs.1600 + Rs.5120 = Rs.6720

 (ii) Cost of the Facade for one Juice Store in the second case (at the rate of
Rs.100/ft.2)

= 3 x 8ft x 2ft x Rs.100/ft.2

= Rs.4800

Cost of painting Exterior and Interior of one Store in the second case (at the rate of Rs.20/ft.2)

= [All Exterior Faces except facade

space + All the Interior Faces including
Roof] x Rs.20/ft.2

= [(8ft x 6ft) + (8ft x 8ft) + (4ft x 8ft x

6ft) + (8ft x 6ft)] x Rs.20/ft.2

= Rs.7040

So, Total Cost for Media Plan = Rs.4800 + Rs.7040 = Rs.11840

The rates of facade and painting are quite negotiable and will cost less when bulk order
will be given.
 APPENDIX

1. QUESTIONNAIRE

1. You visited the railway station. Can you please tell the purpose for going there?
(a) To travel by train
(b) To see-off someone
(c) To work at station
(d) Any other purpose: ………………….. (Please specify)

2. Talking about your food habits, what do you generally eat / drink at railway station?

Consumption frequency
Never Rarely Sometimes Regularly Frequently
Sl.No. Food Item
1 2 3 4 5
1. Samosa / Pakoda / Vada Pav
2. Namkeen / Wafers
3. Lunch / Dinner
4. Fresh Fruit
5. Fruit Drink(Fresh / Preserved /
Packaged)
6. Cold Drink
7. Any Other: …………………
(Please specify)

3. If you are asked specifically about Fruit Juice/Drink, how do you consume it?
(a) With Samosa / Pakoda / Vada Pav
(b) With Namkeens / Wafers
(c) During Lunch / Dinner
(d) Any other occasion: …………………….. (Please specify)
(e) I always drink it separately

4. How much are you ready to spend on Fruit Juice/Drink?

(a) Less than Rs.5 / 200 ml.
(b) Rs.6-10 / 200 ml.
(c) Rs.11-15 / 200 ml.
5. How much quantity of Fruit Juice/Drink will you like to buy at once?
(a) 200 ml.
(b) 500 ml.
(c) 1 litre
(d) Fruit Concentrate(For making juice at home)

6. Please rate the following packaged Fruit Juice/Drink as per your buying preference:
(a) 100% Apple Juice
(b) Mango Drink
(c) Litchi Drink
(d) Orange Drink
(e) Apple-Litchi Mix Drink
(f) Any Other Preference: …………………………(Please specify)

7. Please rate the following parameters for buying a Fruit Juice/drink (1-being least
important and 5-being most important) :

Sl.No Buying 1=Least 2=Little 3=Importan 4=Very 5=Most

. Paramete importan importan t importan importan
r t t t t
1 Price
2 Health
Benefits
3 Taste
4 Naturality
5 Brand
Name
6 Others(if
any)
………….

8. Have you used HPMC Fruit Juice/Drink?

(a) Yes (If you are a first time user, please also tick here :.……..)
(b) No
(c) Never even heard of HPMC
9. How do you perceive HPMC’s Fruit Juice/Drink quality on following parameters?
(1-being Very Poor and 5-being Very Good)

Sl.No Quality Parameters 1 2 3 4 5

.
1 Price
2 Health Benefits
3 Taste
4 Naturality
5 Brand Name

10. Think of HPMC store as a person and rate it along the following characteristics:

Sl. No. Characteristic 1 2 3 4 5 Characteristic

1 Excitable Calm
2 Dominating Submissive
3 Modern Traditional
4 Rational* Emotional
5 Youthful Mature
6 Complex Simple
7 Colourless Colourful
8 Modest Vain*
9 Extrovert Introvert
10 Rugged* Delicate

*Rational = of or associated with or requiring the use of the mind

* Vain = Characteristic of false pride

* Rugged = Strong, Tough

For Sl. No. 1, 1= very excitable, 2= slightly excitable, 3= neither excitable nor calm,
4=slightly calm, 5= very calm

and so on.

11. Three aspects you liked about HPMC:

(i) …………………….
(ii) …………………….
(iii) …………………….
 12. Three things you did not like about HPMC:
(i) …………………….
(ii) …………………….
(iii) …………………….

13. In next 10 visits to railway stations, what are your chances of buying a HPMC Fruit
juice?
(a) Every time
(b) More than 7 times
(c) 4-6 times
(d) Less than 3 times
(e) Never

14. Now talking about you as a person, how will you describe yourself along the
following characteristics:

Sl. No. Characteristic 1 2 3 4 5 Characteristic

1 Excitable Calm
2 Dominating Submissive
3 Modern Traditional
4 Rational Emotional
5 Youthful Mature
6 Complex Simple
7 Colourless Colourful
8 Modest Vain
9 Extrovert Introvert
10 Rugged Delicate

For Sl. No. 1, 1= very excitable, 2= slightly excitable, 3= neither excitable nor calm, 4=slightly calm,
5= very calm

and so on.

15. Try to remember your thinking process for buying HPMC juice and then answer:
What prompted you to buy this product?
…………………………………………………………………………………….
…………………………………………………………………………………….
…………………………………………………………………………………….

16. If asked, what modification or addition will you do for improvement in HPMC Store?
……………………………………………………………………………………
……………………………………………………………………………………
17. Please, tick on your age-group:
(a) Less than 18 yr
(b) 18-22 yr
(c) 23-27 yr
(d) 28-34 yr
(e) 35-40 yr
(f) 41-50 yr
(g) Above 50 yr

18. Gender :
(a) Male
(b) Female

19. Please select your occupation:

(a) Government Employee
(b) Private Company Employee
(c) Businessman
(d) Student
(e) Any other ………………… (Please specify)

20. Please select your monthly Income:

(a) Less than Rs. 1500
(b) Rs. 1500 - 3000
(c) Rs. 3001 - 5000
(d) Rs. 5001 - 8000
(e) Rs. 8001 – 12000
(f) Rs. 12001 – 20000
(g) Rs. 20001 – 30000
(h) Rs. 30001 – 40000
(i) Above Rs. 40000
 2. LIST OF CONTACTS

 Ms. Shelja Jose Kuruvilla

Faculty, ITM Business School, Navi Mumbai

 Mr. Avinash Kishor

Guest Faculty, ITM Business School, Navi Mumbai

 Mr. Amit Jelvi

RedEye Communications, Chembur, Navi Mumbai

 TABLES

1. Two Step Cluster Analysis

1.1 Cluster Distribution

% of
% of
    N Combine
Total
d
1 26 27.70% 25.20%
2 11 11.70% 10.70%
Cluste
3 57 60.60% 55.30%
r
Combine
d 94 100.00% 91.30%
Excluded Cases 9   8.70%
10 100.00
Total
3   %

1.2 Cluster Profiles

Samosa/Pakoda/Vada
Namkeen/Wafers Lunch/Dinner Fresh Fruit Fruit Drink
Pav
Std.
Std. Std. Std. Std.
Mean Mean Mean Mean Deviatio Mean
Deviation Deviation Deviation Deviation
n
1 1.96 0.916 2.88 0.952 2.38 1.098 3 0.98 3.54 0.761
Cluste 2 1 0 3.55 0.522 1.18 0.405 1 0 3 0
r 3 2.3 1.034 2.58 1.117 1.79 0.977 2.49 1.088 3 0.845
Combine 2.05 1.02 2.78 1.059 1.88 1.025 2.46 1.142 3.15 0.803
20
 d

Juice with
Juice with Jice with
Cold Drink Samosa/Pakoda/Vada Juice Separately
Namkeen/Wafers Lunch/Dinner
pav
Std.
Std. Std. Std. Std.
Mean Mean Mean Mean Deviatio Mean
Deviation Deviation Deviation Deviation
n
1 2.08 1.23 2 0 1.85 0.368 2 0 1 0
2 4 0 2 0 1.55 0.522 2 0 1 0
Cluste
r 3 3.77 0.926 1.93 0.258 1.67 0.476 1.89 0.31 1 0
Combine
d 3.33 1.239 1.96 0.203 1.7 0.46 1.94 0.246 1 0

Importance of Price Importance of Health Importance of Importance of Importance of

for Fruit Juice Benefit Taste Naturality Brand Name
Std.
Std. Std. Std. Std.
Mean Mean Mean Mean Deviatio Mean
Deviation Deviation Deviation Deviation
n
1 3.08 1.468 4.08 0.935 3.15 1.592 4.54 0.508 4.08 1.412
2 3.36 1.567 5 0 5 0 5 0 3 0
Cluste
r 3 2.63 1.011 4.04 1.149 4.68 0.572 4.23 0.945 3.56 1.31
Combine
d 2.84 1.238 4.16 1.061 4.3 1.181 4.4 0.821 3.64 1.294
21
22
 Self Perception- Self Perception- Self Perception- Self Perception- Self Perception-
Calmness Submissivenss Traditional Emotional Mature
Std.
Std. Std. Std. Std.
Mean Mean Mean Mean Deviatio Mean
Deviation Deviation Deviation Deviation
n
1 3.69 0.736 2.62 0.852 3.62 1.299 2.58 1.172 2.54 0.948
2 3.55 0.522 2.45 1.44 4.45 0.522 2.09 1.044 2.82 1.888
Cluste
r 3 2.63 1.291 2.26 0.992 2.44 0.907 2.96 0.755 3.33 0.764
Combine
d 3.03 1.195 2.38 1.017 3 1.236 2.76 0.958 3.05 1.051

Self Perception- Self Perception- Self Perception- Self Perception- Self Perception-
Simple Colorful Vain Introvert Delicate
Std.
Std. Std. Std. Std.
Mean Mean Mean Mean Deviatio Mean
Deviation Deviation Deviation Deviation
n
1 3.85 0.675 2.46 0.761 2.46 1.24 3.31 1.225 2.54 1.104
2 5 0 3.91 1.044 1.55 0.522 2.64 1.567 3.91 1.044
Cluste
r 3 2.88 1.226 3.79 0.921 2.68 0.89 3.07 1.193 3.04 1.21
Combine
d 3.39 1.246 3.44 1.073 2.49 1.024 3.09 1.25 3 1.218

23
 1.3 Age of the Respondent
18-22 years 23-27 years 28-34 years 41-50 years above 50 years
    Freque Perce Freque Perce Freque Perce Freque Perce Freque Perce
ncy nt ncy nt ncy nt ncy nt ncy nt
46.20 40.00 100.00
1
12 % 4 8.20% 0 0.00% 4 % 6 %
10.20 60.00
2
Clust 0 0.00% 5 % 0 0.00% 6 % 0 0.00%
er 53.80 81.60 100.0
3
14 % 40 % 3 0% 0 0.00% 0 0.00%
Combi 100.0 100.0 100.0 100.0 100.00
ned 26 0% 49 0% 3 0% 10 0% 6 %

1.4 Gender of the Respondent

Male Female
    Freque Perce Freque Perce
ncy nt ncy nt
29.50
1
26 % 0 0.00%
12.50
2
Clust 11 % 0 0.00%
er 58.00 100.00
3
51 % 6 %
Combin 100.00 100.00
ed 88 % 6 %

24
 1.5 Occupation of Respondent
Government Private Company
Businessman Student
Employee Employee
   
Frequenc Frequenc Frequenc Frequenc
Percent Percent Percent Percent
y y y y
1 10 100.00% 8 53.30% 0 0.00% 8 13.80%
100.00
2
0 0.00% 0 0.00% 11 % 0 0.00%
Cluster
3 0 0.00% 7 46.70% 0 0.00% 50 86.20%
Combine 100.00 100.00
d 10 100.00% 15 % 11 % 58 100.00%

1.6 Monthly Income of Respondent

less than Rs.1500 Rs.1500-3000 Rs.3001-5000 Rs.5001-8000 Rs.8001-12000
    Frequenc Frequenc Frequenc Frequenc Frequenc
Percent Percent Percent Percent Percent
y y y y y
1 4 18.20% 8 57.10% 0 0.00% 0 0.00% 0 0.00%
100.00
2
0 0.00% 0 0.00% 0 0.00% 5 55.60% 6 %
Cluste
100.00
r 3
18 81.80% 6 42.90% 22 % 4 44.40% 0 0.00%
Combine 100.00 100.00 100.00 100.00 100.00
d 22 % 14 % 22 % 9 % 6 %

Rs.12001-20000 Rs.30001-40000
    Frequenc
Frequency Percent Percent
y
Cluste 1 14 82.40% 0 0.00%
r 2 0 0.00% 0 0.00%
25
3 3 17.60% 4 100.00%

26
 1.7 Buying probability in next 10 visits to Station
More than 7
4-6 times less than 4 times Never
times
   
Freque Perce Freque Perce Freque Perce Freque Perce
ncy nt ncy nt ncy nt ncy nt
14.30 43.50
1
0 0.00% 6 % 20 % 0 0.00%
26.20
2
Clust 0 0.00% 11 % 0 0.00% 0 0.00%
er 100.0 59.50 56.50 100.00
3
2 0% 25 % 26 % 4 %
Combin 100.0 100.0 100.0 100.00
ed 2 0% 42 0% 46 0% 4 %

1.8 Experience of HPMC Product

yes no 3
   
Frequency Percent Frequency Percent Frequency Percent
1 26 34.20% 0 0.00% 0 0.00%
2 11 14.50% 0 0.00% 0 0.00%
Cluste 100.00
r 3
39 51.30% 12 % 6 100.00%
100.00 100.00
Combined
76 % 12 % 6 100.00%

1.9 Affordability 1.10 Quantity to be bought

Rs.6-10/200ml. Rs.11-15/200ml.     200ml. 500ml.
    Frequen Perce Frequen Perce Frequen Perce Frequen Perce
cy nt cy nt cy nt cy nt
Clust 1 18 23.70 8 44.40 Clust 1 26 47.30 0 0.00%
27
 % % %
14.50 15.40
2 2
11 % 0 0.00% 5 9.10% 6 %
er 61.80 55.60 er 43.60 84.60
3 3
47 % 10 % 24 % 33 %
Combin 100.00 100.00 Combin 100.00 100.00
ed 76 % 18 % ed 55 % 39 %

2. Satisfaction Level

2.1 Overall Satisfaction Level-Users

Buying Sum of Weightag Mean Rating for hpmc Power=Weightage x Mean Ideal Satisfaction
Attributes Responses e Store Rating Power Level
Price 219 0.143 3.55 0.50765 0.715 71%
Health benefit 333 0.2173 3.59 0.780107 1.0865 71.80%
Taste 332 0.2167 3.48 0.754116 1.0835 69.60%
Naturality 368 0.2402 3.53 0.847906 1.201 70.60%
Brand Name 280 0.1828 2.73 0.499044 0.914 54.60%
Total 1532 1   3.388823 5 67.78%

2.2 Overall Satisfaction Level-Non Users

Buying Sum of Weightag Mean Rating for hpmc Power=Weightage x Mean Ideal Satisfaction
Attributes Responses e Store Rating Power Level
Price 73 0.167816 4 0.6712 0.83908 80%
Health benefit 93 0.21379 4.4285 0.9467 1.06895 88.56%
Taste 101 0.23218 3.5714 0.8292 1.1609 71.42%
Naturality 84 0.1931 4.4285 0.8551 0.9655 88.56%
Brand Name 84 0.1931 2.14285 0.41378 0.9655 42.86%

28
Total 435 1   3.71598 5 74.32%

29
 2.3 Satisfaction Level-Cluster 1 Users
Buying Sum of Weightag Mean Rating for hpmc Power=Weightage x Mean Ideal Satisfaction
Attributes Responses e Store Rating Power Level
Price 72 0.1538 3.7083 0.5703 0.769 74%
Health benefit 103 0.2208 3.7083 0.8188 1.104 74%
Taste 99 0.2115 3.5833 0.7578 1.0575 71.65%
Naturality 108 0.2307 3.5 0.8074 1.1535 70.00%
Brand Name 86 0.1837 2.6666 0.4898 0.9185 53.32%
Total 468 1   3.4441 5 68.88%

2.4 Satisfaction Level-Cluster 2 Users

Buying Sum of Weightag Mean Rating for hpmc Power=Weightage x Mean Ideal Satisfaction
Attributes Responses e Store Rating Power Level
Price 20 0.1343 3.625 0.4868 0.6715 73%
Health benefit 32 0.2147 3.25 0.6977 1.0735 65%
Taste 30 0.2014 3.125 0.6293 1.007 62.50%
Naturality 36 0.2416 2.875 0.6946 1.208 57.50%
Brand Name 31 0.208 2.5 0.52 1.04 50.00%
Total 149 1   3.0284 5 60.57%

30
 2.5 Satisfaction Level-Cluster 3 Users
Buying Sum of Weightag Mean Rating for hpmc Power=Weightage x Mean Ideal Satisfaction
Attributes Responses e Store Rating Power level
Price 113 0.14125 3.48 0.49155 0.70625 70%
Health benefit 168 0.21 3.55 0.7455 1.05 71%
Taste 182 0.2275 3.52 0.8008 1.1375 70.40%
Naturality 185 0.23125 3.67 0.8486 1.15625 73.39%
Brand Name 152 0.19 2.76 0.5244 0.95 55.20%
Total 800 1   3.41085 5 68.22%

31
3. Fruit Juice Preference for Cluster 3

3.1 Fruit Juice Preferences-Cluster 3

Sum of Preference
Fruit Juice Responses Rank
100% Apple Juice 146 3
Mango Drink 102 1
Lichi Drink 168 4
Orange Drink 137 2
Apple Lichi Mix
Drink 203 5

32
4. Case Summaries of Clusters

4.1 Case Summary Cluster 1

Perceived Perceived Perceived Perceived
Health Benefit Taste of Naturality of Brand
Perceived Pricing of of HPMC HPMC HPMC Name of
HPMC Product Product Product Product HPMC
Experienc
e of
HPMC neither poor nor
Product yes 1   good bad good good poor
    2   very good good very poor very poor very poor
    3   good very good very good very good very good
neither poor nor neither poor
    4   good bad good nor bad poor
neither
poor nor
    5   neither poor nor bad Good poor good bad
neither poor
    6   very poor Poor nor bad good very good
neither poor nor
    7   good bad good good poor
neither
poor nor
    8   neither poor nor bad very good good good bad
    9   good Good very good very good poor
    10   good Good good very good poor
neither poor
    11   very good very good nor bad poor very poor

neither poor nor neither poor

    12   neither poor nor bad bad nor bad poor good
    13   very poor Poor neither poor good very good

33
 nor bad
    14   good Good good very good poor
neither poor nor neither poor
    15   neither poor nor bad bad nor bad poor good
    16   good very good very good good good
neither poor nor
    17   good bad good good poor
neither poor
    18   very good very good nor bad poor very poor
    19   neither poor nor bad very good good good good
neither poor nor neither poor
    20   neither poor nor bad bad nor bad poor good
neither poor nor
    21   good bad good good poor
neither poor nor neither poor
    22   good bad good nor bad poor
neither poor nor
    23   very good bad good very good very poor
neither poor
    24   very good very good nor bad poor very poor
    Total N 24 24 24 24 24
Mea
      n 3.708333 3.708333 3.583333 3.5 2.666667
neither
poor nor
  no 1   good Good good good bad
    Total N 1 1 1 1 1
Mea
      n 4 4 4 4 3
Tota
  l N   25 25 25 25 25
Mea
    n   3.72 3.72 3.6 3.52 2.68

34
 4.2 Case Summaries Cluster 2
Perceived Perceived Perceived Perceived Perceived
Pricing of Health Benefit Taste of Naturality of Brand
HPMC of HPMC HPMC HPMC Name of
Product Product Product Product HPMC
Experienc
e of
yes 1   good very good very good good good
HPMC
Product
neither poor
    2   very good very good poor very poor
nor bad
    3   good very good very good very good very good
neither poor
    4   very poor very poor very poor poor
nor bad
neither poor neither poor nor neither poor neither poor
    5   poor
nor bad bad nor bad nor bad
neither poor
    6   very poor very poor very poor poor
nor bad
neither poor neither poor nor neither poor neither poor
    7   poor
nor bad bad nor bad nor bad
neither poor nor
    8   good good good poor
bad
    Total N 8 8 8 8 8
      Mean 3.625 3.25 3.125 2.875 2.5
neither
  no 1   good good good good poor nor
bad
    Total N 1 1 1 1 1
      Mean 4 4 4 4 3
  Total N   9 9 9 9 9
Mea
      3.666667 3.333333 3.222222 3 2.555556
n

35
 4.3 Case Summaries Cluster 3
Perceived Perceived Perceived Perceived Perceived
Pricing of Health Benefit Taste of Naturality of Brand
HPMC of HPMC HPMC HPMC Name of
Product Product Product Product HPMC
Experienc
neither
e of neither poor
yes 1   very good good good poor nor
HPMC nor bad
bad
Product
neither poor nor
    2   very good good very good very poor
bad
neither poor nor
    3   good good good poor
bad
neither
neither poor neither poor nor neither poor neither poor
    4   poor nor
nor bad bad nor bad nor bad
bad
neither poor
    5   very poor poor good very good
nor bad
neither poor neither poor nor neither poor neither poor
    6   poor
nor bad bad nor bad nor bad
neither poor
    7   very good good good good
nor bad
neither poor neither poor nor neither poor
    8   poor good
nor bad bad nor bad
    9   good good very good very good poor
neither poor
    10   very poor very poor very poor poor
nor bad
    11   good good good very good poor
neither poor nor neither poor
    12   good good poor
bad nor bad
neither poor nor
    13   very good good very good very poor
bad
    14   good very good very good good good
    15   good neither poor nor good good poor
36
 bad
    16   very good good very poor very poor very poor
neither
neither poor
    17   good poor good poor nor
nor bad
bad
neither
neither poor neither poor nor neither poor neither poor
    18   poor nor
nor bad bad nor bad nor bad
bad
    19   good very good very good good good
neither poor nor
    20   good good good poor
bad
neither
neither poor
    21   very good good good poor nor
nor bad
bad
neither poor
    22   very good very good poor very poor
nor bad
neither
neither poor
    23   good poor good poor nor
nor bad
bad
neither poor nor
    24   good good good poor
bad
neither
neither poor neither poor nor neither poor neither poor
    25   poor nor
nor bad bad nor bad nor bad
bad
neither poor
    26   very poor poor good very good
nor bad
neither
neither poor
    27   very good good good poor nor
nor bad
bad
    28   good very good very good good good
    29   good good very good very good poor
neither poor
    30   very poor very poor very poor poor
nor bad
    31   good good good very good poor
37
 neither
neither poor neither poor nor neither poor neither poor
    32   poor nor
nor bad bad nor bad nor bad
bad
neither poor
    33   very poor Poor good very good
nor bad
neither
neither poor
    34   very good good good poor nor
nor bad
bad
neither poor nor
    35   very good good very good very poor
bad
    36   very good Good very poor very poor very poor
    37   good very good very good very good very good
neither poor nor neither poor
    38   good good poor
bad nor bad
neither poor
    39   very poor Poor good very good
nor bad
neither poor neither poor nor neither poor neither poor
    40   poor
nor bad bad nor bad nor bad
    41   good Good very good very good poor
    42   good very good very good very good very good
    Total N 42 42 42 42 42
      Mean 3.47619 3.547619 3.52381 3.666667 2.761905
neither poor
  no 1   good very good very good very poor
nor bad
neither
    2   good Good good good poor nor
bad

  neither
   
3 good Good good good poor nor
bad
neither poor
    4   good very good very good very poor
nor bad

38
 neither poor
    5   good very good very good very poor
nor bad
    Total N 5 5 5 5 5
      Mean 4 4.6 3.4 4.6 1.8
  Total N   47 47 47 47 47
Mea
      3.531915 3.659574 3.510638 3.765957 2.659574
n

39
 BOXPLOTS

1. Importance of Buying Parameters for Fruit Juice among 3 Clusters

40
41
42
2. Quality Parameters of hpmc Store among 3 Clusters

43
44
45
3. hpmc Perception among 3 Clusters

46
47
48
49
50
4. Self Perception among 3 Clusters

51
52
53
54
55
 EXHIBITS

1. Current Standard Format of hpmc Juice Store with 3 faces towards Customers

53
 BIBLIOGRAPHY

Kenneth, E. Clow, Donald Baack: Intregrated Advertising, Promotion and Marketing

Communications, Third Edition, Prentice-Hall of India Private Limited.

Malhotra, Naresh. K.: Marketing Research: An Applied Orientation, Fifth Edition, Prentice-
Hall of India Private Limited.

Robert, A. Hansen, Terry Deutscher, “An Empirical Investigation of Attribute Importance in

Retail store Selection”, Journal of retailing, 53 (Winter 1977-1978), 59-72.

Anthony J. Alessandra, Ugur Yavas, Wayne D. Jennings, “Retailing Strategies for the Small
Health Food Retailer”, American Journal of Small Business, Volume I, Number 2 (October
1976), 12-22.

Douglas, J. Tigert, Richard Lathrope, Michael Bleeg, “Tha Fast Food Franchise:
Psychographic and Demographic Segmentation Analysis”, Journal of Retailing, 47 (Spring
1971), 81-90.

Malhotra, Naresh. K.: A Scale to Measure Self-Concepts, Person Concepts, and Product
Concepts, http://web.ebscohost.com/ sited on 15th May,2008.

54