Study On Brand Awareness of HyperCITY Retail India Ltdali Project Report

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 Ms. Vijaya, MBA Marketing Manager HyperCITY india Ltd, Bangalore.

INTERNAL GUIDE Ms. Anuradha,MBA Lecture CMR Institute of Technology, Bangalore.

CMR INSTITUTE OF TECHNOLOGY #132, AECS Layout, IT Park Road, BANGALORE - 560 037

Mar 2011/2009-11

1

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 MA, MBA, Ph.D Lecturer CMRIT.

Dr.Girish.C M.B.A, Ph.D HOD-MBA Dept. CMRIT

…………………………. Dr. Col. (Retd) Mukesh Kumar.V M.B.A, M.C.A, Ph.D Director- PG Studies CMRIT

P.Harish Murali 1CR09MBA17

External Viva Name of the Examiner

Signature with Date

1. 2. 2

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. April 2011

P. Harish Murali 1CR09MBA17

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ACKNOWLEDGEMENT

I wish to pledge and reward my deep sense of gratitude for all those who have made this project come alive. I would like to express my heart-felt gratitude to thank Dr. Col (Ret...) Mukeseh Kumar Director at CMR Institute of Technology for his valuable suggestions and moral support throughout the course of my project.

I would like to express my heart-felt gratitude to Dr. Girish C,

MBA, Ph.D.,

HOD,

Department of Management Studies at CMR Institute of Technology for his valuable suggestions and moral support throughout the course of my project.

I am gratefully indebted to my internal faculty guide Ms. Anuradha, at CMR Institute of Technology, for encouraging me and for thier constant support throughout the course of the project and helping me complete it successfully. A special note of gratitude goes to my external guide Mr. Vijaya Marketing Manager at Hypercity

Retail India Ltd. for providing me an opportunity to work in this corporate exposure and for her support and guidance in this endeavor. A special thanks to Mr. Prabha Haran (MVI Grade-1) & Sri Dhar Siddhu MBA, who made my MBA project Easy by giving all their kind hearted support. Last but not least, I thank my Father & Mother for their constant support and guidance.

P.Harish Murali 4

Table of Content Contents Serial No.

PART-A

1

Chapter I

Page No.

Introduction 1.1 .Industry Profile

1

1.2. Company Profile

7

1.2.1. Background and Inception of the Company

7

1.2.2. Nature of the Business Carried.

8

1.2.3. Vision, Mission & Quality Policy.

9

1.2.4 Products/Service Profile

9

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

11 12

1.2.8. Infrastructural Facilities

2

10

18

1.2.9. Achievement / Award if any

19

1.2.10. Work Flow Model

20

1.2.11. Future Growth and Prospects

21

2 Chapter II Mckensy‟s 7S frame work with special reference to organization under study.

3

Chapter III

22

SWOT analysis 4

Chapter IV

33

Analysis of Financial Statement 5

35

Chapter V

5

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

Analysis, Observations, Findings and Interpretation

50

Suggestion, Recommendations and Conclusion

72

10

Annexure

74

11

Bibliography

82

7

8

Chapter VII

Chapter VIII

6

List of Tables

Table No.

Table Title Gender

Page No. 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

1.

7

List of Chart Table No.

Chart Title Gender

Page No. 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

1.

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Executive Summary

The project “A Study on BRAND AWARENESS of Hypercity Retail India Ltd”, at Bangalore, is all about acquiring Top of mind recall by increasing Awareness through various methods. Once the brand is established in the minds of consumers , it occupies unique position and special meaning and value is generated. When you routinely ask your customers for feedback and involve them in your business, they, in turn, become committed to the success of your business. Customer satisfaction data are received through variety of methods and found basic elements which keeps customers satisfied are Quality product, Efficient delivery, Fair price and Effective after sale service. The research helps to identify that the company has a high brand image and brand

loyalty

because of the company provides quality products. The company shows a better performance in sales. Finally I have concluded my project by recommending Hypercity Retail to Consider on the miner problems relating to sales procedures in order to become more customer friendly.

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CHAPTER I 1. INTRODUCTION 1.1. INDUSTRY PROFILE The Indian retail industry is the fifth largest in the world. Comprising of organized and unorganized sectors, India retail industry is one of the fastest growing industries in India, especially over the last few years. Though initially, the retail industry in India was mostly unorganized, however with the change of tastes and preferences of the consumers, the industry is getting more popular these days and getting organized as well. With growing market demand, the industry is expected to grow at a pace of 25-30percent annually. The India retail industry is expected to grow from Rs. 35,000 crore in 2004-05 to Rs. 109,000 crore by the year 2010.

1.1.1.Growth of Indian Retail According to the 8th Annual Global Retail Development Index (GRDI) of AT Kearney, India retail industry is the most promising emerging market for investment. In 2007, the retail trade in India had a share of 8-10percent in the GDP (Gross Domestic Product) of the country. In 2009, it rose to 12percent. It is also expected to reach 22percent by 2010.

1.1.2.Major Retailers in India Pantaloon: Pantaloon is one of the biggest retailers in India with more than 450 stores across the country. Headquartered in Mumbai, it has more than 5 million sq. ft retail space located across the country. It's growing at an enviable pace and is expected to reach 30 million sq. ft by the year 2010. In 2001, Pantaloon launched country's first hypermarket „Big Bazaar‟. It has the following retail segments: 10



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.

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1.1.3.Retail formats in India Hypermarts/supermarkets: large self-servicing outlets offering products from a variety of categories 

Mom-and-pop stores: they are family owned business catering to small sections; they are individually handled retail outlets and have a personal touch.



Departmental stores: are general retail merchandisers offering quality products and services.



Convenience stores: are located in residential areas with slightly higher prices goods due to the convenience offered.



Shopping malls: the biggest form of retail in India, malls offers customers a mix of all types of products and services including entertainment and food under a single roof.



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



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



Vending: it is a relatively new entry, in the retail sector. Here beverages, snacks and other small items can be bought via vending machine.



Category killers: small specialty stores that offer a variety of categories. They are known as category killers as they focus on specific categories, such as electronics and sporting goods. This is also known as Multi Brand Outlets or MBO's.



Specialty stores: are retail chains dealing in specific categories and provide deep assortment. Mumbai's Crossword Book Store and RPG's Music World are a couple of examples.

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1.1.3.1.Challenges facing Indian retail industry 

The tax structure in India favors small retail business



Lack of adequate infrastructure facilities



High cost of real estate



Dissimilarity in consumer groups



Restrictions in Foreign Direct Investment



Shortage of retail study options



Shortage of trained manpower

1.1.3.2.Future: The retail industry in India is currently growing at a great pace and is expected to go up to US$ 833 billion by the year 2013. It is further expected to reach US$ 1.3 trillion by the year 2018 at a CAGR of 10percent. As the country has got a high growth rates, the consumer spending has also gone up and is also expected to go up further in the future. Benefits  Higher competition would lead to higher quality in products and services.  Better lifestyle as better products would be introduced.  Exports would increase due to greater sourcing of major players.  Investment in whole supply chain would increase.  Technology would be upgraded in terms of logistics, production, and distribution channels.  The markets of the sector would flourish and develop.

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 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.

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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.

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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, India‟s finest hypermarket chain which was launched its Bangalore store on 25th March at Embassy Paragon, ITPL Road, near Brooke Field.“The city of Bangalore has the relevant characteristics of a rapidly emerging market: A cosmopolitan environment, a broad base of customers with a high propensity to purchase and above all, fast growing organized retail.Hyper CITY houses well-acclaimed international brands like Waitrose and Raleigh. The store has developed a suite of exclusive brands across all categories via; Fresh Basket in Food, Beano and Avro in Home-ware, Maxi in Sports, Techno in Appliances, City, RiverInc in Fashion among others.

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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



Café coffee.



Wait rose.



Oleaya.



Kodak.



Drops.



Meet and fish.

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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 customer‟s lives by offering a high quality shopping experience

1.2.4 Products/service profile a) Food  FMCG o Food o Nonfood  Perishables o Fruits o Vegetables o Fresh Cut  Staples b) General Merchandise  Sports  Toys  Stationary  Home Appliances 18

 Home Entertainment  Hi-Tech  Linen and Luggage  Home Need / Care / Décor  Jewellery and Watches

 Apparel and Footwear

Speciality Areas: Exclusive imported food-From Waitrose, UK Gaming Zone-with latest gaming equipment Cricket Net-where you can select and test your cricket gear

Demo Kitchen-get product demos, taste recipes created by master chefs

Home Theatre Demo Room-for sound-proof audio testing

1.2.5. Area of operation The Hyper city India ltd operates its business nationally throughout India. The Hyper City playing a vital role covering all the geographical area of India and their main aim to provide fast moving consumer goods (FMCG) to every Indian, The following are the major cities where they are operating business.

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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

Promoters and their Relatives Mutual Funds Banks, Financial Institutions Insurance Companies Foreign Institutional Investors Non Resident Indians Indian Companies Indian Public Clearing Members TOTAL

20

percent OF TOTAL SHARES

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 world‟s leading retailers, provides technical and strategic sourcing support, ensuring that you buy nothing but the best.Croma's first store opened on October 9, 2006 at Juhu in Mumbai, 21

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

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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.

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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.

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Spencer’s Spencer‟s Retail Limited is a multi-format food-first retailer providing a wide range of quality products to discerning young customers - well-travelled citizens of the world, looking out for authentic flavors and experiences in a fun-filled shopping environment. Part of the Rs 15,500 crore RPG Group, we run about 200 stores (including about 30 large format stores) across 35 cities in India, employing more than 7,000 people. A “food first” retailer we offer both fresh and packaged foods as well as groceries. We also have a wide selection of electronics and electrical equipment, home and office essentials, garments and fashion accessories, toys, and personal care.

Total TOTAL hypermarket and mall is the retail venture of the Jubilant Group. Launched in November 2006, TOTAL has three stores in Bangalore, at Murgeshpallya, Mysore Road and now at Sarjapur Road. The hypermarket offers the best variety and value on products such as Apparel and footwear, Consumer electronics and IT products, Fresh Fruits and Vegetables, Fresh Fish, Meat and Poultry, Staples and Groceries, Baker‟s Factory - Fresh Bakery, Garma Garam - Fresh Home Made Food , FMCG - Processed Foods and Non Foods, Furniture, Home furnishings etc. Each TOTAL store has a brand mall which offers shoppers a wide variety of brands.

Reliance Retail Ltd; is an endeavor of RIL - Reliance Industries Limited to revolutionize the entire retail business in India. They have established a countrywide network of retail outlets in mixed formats to give a world class shopping experience to the Indian consumers. Reliance Retail India has constructed a seamless supply chain that has infrastructure to host multiple value-added services targeted primarily at the common man.The Reliance retail business includes a pan-India supply chain of

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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.

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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,café coffee day and booster juice,canteen and Dining facility for employees, Wash rooms, Rest rooms for employees and lockers for employees.



First Floor: crossword, sports,multimedia, fashion ,apparel,furniture and modular kitchens, back office,training room..

27

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. 28

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

1.2.10 Work Flow Model

Manufacturers

Distributors

Retailers Payment Terms    

100percent advance payment either through cheque/cash or demand draft to be raised in the name of HyperCITY Retail India Ltd. Purchase Order (PO) required from the client to be raised in the name of HyperCITY Retail India Ltd. Billing for the order to be done after realization the cheque/DD In case of contract all terms and conditions remains the same. However, the discount amount is redeemable after the total purchase for the GV‟s.

29

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 shoper‟s stop company ltd.

30

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

The seven elements are distinguished in so called hard S‟s and soft S‟s. The hard elements (green circles) are easy to identify. They can be found in strategy statements, corporate plans, organizational charts and other documentations.The four soft S‟s however, are difficult to describe since capabilities, values and elements of corporate culture are continuously developing and changing. They are highly determined by the people at work in the organization. Therefore it is much more difficult to plan or to influence the characteristics of the soft elements.

31

1. Structure : General Manager

Marketing

VM

HR

DGM

Accounts

Maintenance

SOM (store opn mngr)

HEAD SM (service manager)

TSM (Training staff mngr)

TL (Team Leader)

DGM SUPPORTIVE FUNCTION

SM (service manager)

Assistance TTL (Training team leader)

Service Associate

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Admin

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

33

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

Manager daily.

VM register- it is maintained by the visual manager Stationary register – which is maintained by the administrater

Code of management register-

34

will

be

signed

by

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. Allin-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

35

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

36



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.

37

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 one‟s ability to work effectively with others on a person-to-person basis and to build up cooperative group relations to achieve specified objectives. These skills can be seen in the organization, for maintaining good rapport with the employees.  Problem-solving skills: Problem-solving skills include the ability to recognize and define problems, invent and implement solutions, and track and evaluate results. Creative thinking not only requires the ability to understand problem-solving techniques, but also to transcend logical and sequential thinking, making the leap to innovation. Unresolved problems create dysfunctional relationships in the workplace. Ultimately, they become impediments to flexibility and in dealing with strategic change in an open-ended and creative way. These skills can be seen while handling customer grievances.  Hard skills: Hard skills are the technical skills required by the sales people in order to explain about the product to customers. Sales people should know their products before interacting with customers.

38

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.

39

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 manager‟s post  Step 1: group discussion  Step 2: Test/Case studies/Role play  Step3:personal interview Billing bulls for cashiers it is process were if the cashiers doesn‟t make any mistake while billing the organization gives him/her cash reward.

Appreciation for associates: were the managers keep the track record of staff if he/she follows the rule and regulations of firm and who achieves the targets will rewarded

40

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.

41

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 .

42

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.

43

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

Description

Amount( 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 44

in

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

)

Diluted EPS before Extraordinary items (in Basic EPS after Extraordinary items (in Diluted EPS after Extraordinary items (in

10.29 )

)

10.23 10.29

)

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

45

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.

46

CHAPTER V Learning Experience The main objective of practical training is to develop skill in student by supplement to the theoretical study of business management in general. Company projects helps to gain real life knowledge about the industrial environment and business practices. Professors give us theoretical knowledge of various subjects in the college but we practically exposed of such subjects when we get the training in the organisation. The whole project provided a lot of experience and helped to know about the management practices in real that how it differs from those of theoretical knowledge and the practically in the real life. In today‟s globalize world, where cutthroat competition is prevailing in the market, theoretical knowledge is not sufficient. Beside this one need to have practical knowledge, which would help an individual in carrier activities and it is true that, “Experience is the Best Teacher”. This project helped to understand the Retail sector in India, its market conditions as well as current trends in terms of strategies, marketing policies, and consumer decision making and needs and wants. Also, helped to understand the future growth prospects and expectations in the market. Organisational study helped in understanding the Hypercity structure, work culture, products and services, technological advancements. How the policies are formed and executed in various departments; success and failure of decisions and making of contingency plans. 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.

47

Various activeites and workshops were conducted and I was part of organizer for different occasions like: OCCASION

ACTIVITY 1

PONGAL

KITE MAKING

INDEPENDENCE DAY

LG TRICOLOR COOKERY

VALENTINES DAY

KNOW YOUR MATE

ACTIVITY 2 RANGOLI MAKING

ACTIVITY 3

ACTIVITY 4

ACTIVITY 5

TYING FLOWERS

MAKEOVER BY NYX

TOYS DEMO

WRITE SLOGAN CONTEST

QUIZ ON REPUBLIC

-

-

GUESS THE NAME CONTEST

LOVE HUNT

LG VALENTINE SPECIAL SESSION

-

Pongal Fest Celebrations th

•

14 Jan(Mattu Pongal): Kite Making Activity

•

15 Jan (Kannum Pongal) : Rangoli Making Activity

•

16 Jan (Surya Pongal): Tying Flowers Activity

•

Makeover by NYX

•

Toys Demo

th

th

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 48

Rangoli Making Workshop •

15th Jan Kannum Pongal the day when gratitude is offered to God for the Harvest, we had a Rangoli Making workshop which carries a lot of significance down South

•

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

•

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

•

Continuous announcements were made to get maximum participation

•

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

Tying Flowers 

16th Jan Surya Pongal we had organized for “Tying Flowers” workshop for ladies wherein they can learn to make Gajra‟s for themselves



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

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

49

•

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” 50

Quiz on Republic •

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

•

Around 10 questions were asked based on our History

•

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

Valentine’s Day Celebrations •

HyperCITY in association with Kodak celebrated Valentine‟s weekend in which we conducted fun games like: 1. 2. 3. 4.

Know your Mate Guess the Name Love Hunt LG Valentine Special Session

1.Know your Mate • • •

• •

Know Your Mate was the Valentine‟s game for Couples and was organized at the entrance of the store The idea behind the game was to help the couples to know how well they understand their partner 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)

51

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 “Women‟s best friend” (Ans: Delhi Diamonds)

•

The couple who collected the maximum Roses were the winner

•

We had more than 5 Couples participating in the Game 52

•

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.

53

CHAPTER VI Methodology 6.1 Statement Of The Problem The present situation in the market scenario is “the survival of the fittest”. Thus in order to survive in the market for a longer time the businessman must concentrate on the marketing of his products. On the other hand, the major work of today‟s business is to not only face and survive with competitors but always to study consumer‟s needs. Though starting of business today is easier, surviving and attaining success is very difficult. Formerly, unlike the old concept of marketing which concentrates only on production, the businessman must give importance to the marketing of his goods in the present day. Marketing is more important as it relates to consumer and their needs. The concept of marketing is applicable to all types of goods, may be in convenience goods, shopping goods, or specialty goods.

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

54

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.

55

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.

56

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.

57

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. 58

CHAPTER VII Analysis and Interpretation RESPONDENT PROFILES Q1) Gender: Particulars

No. of respondents 118 87

Male Female

Percentage 58 42

Table: 1 – Percentage of Gender

Source: Primary data

42% 58%

Male Female

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.

59

Q2) Age of the respondent: Particulars

No. of respondents 95 84 19 6 1

18-25 25-35 35-45 45-60 60andAbove Table: 2 – Percentage of Response by Age

Percentage 46 41 9 3 1

Source: Primary data

9% 3% 1%

18-25 46%

25-35 35-45

41%

45-60 60&Above Fig: 2 - Percentage of Response by Age

Analysis: The above table shows that, 46percent of the respondents belong to 60 age group. Inference: 46percent of the respondent belongs to 18-25 age group.

60

Q3) Profession of the respondent: Particulars

No. of respondents

Service 109 Business 35 Housewife 21 Student 33 Others 6 Table: 3 – Percentage of Response by Profession

Percentage 53 17 10 16 4

Source: Primary data

16%

4% Service

10% 53% 17%

Business Housewife Student Others

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.

61

Q 4) Monthly Income:

Particulars

No. of

Percentage

respondents Below 20000

104

63

20000-40000

53

32

40000andAbove

8

5

Table:4 – Percentage of Response by Monthly Income

Source: Primary data

5% Below 20000 32% 63%

20000-40000

40000&Above

Fig:4 - Percentage of Response by Monthly Income Analysis: The above table shows that, 63percent of the respondents belong to 40000 income group . Inference: 63percent of the respondent belongs to