“Consumer Buying Behavior of Consumer Durables in a Hypermarket for Hypercity

Categories: Consumer Behavior Customer Economy Marketing Observation Research

About this essay

Essay, Pages 37 (9190 words)

Views

185

“Consumer buying behavior of consumer durables in a Hypermarket for HyperCITY, Thane” By: Kulvinder Pathania Roll No: KHR2009PGDMRMF027 Summer Project Report submitted to the Institute of Technology and Management, Navi Mumbai, 410210 In partial fulfillment of the requirements for the degree of MBA-RMM APPROVED BY: Mr. Vikram Laud Dr. Shelja Jose Store Operations Manager Internal Guide HyperCITY Retail (India) Ltd. ITM Business School Acknowledge I would like to extend sincere thanks to Mr. Vikram Laud, (Store Operations Manager, HyperCITY, Thane) my Industry advisor, for his time, advice, and encouragement.

Don't use plagiarized sources. Get your custom essay on

“ “Consumer Buying Behavior of Consumer Durables in a Hypermarket for Hypercity ”

Get custom paper

NEW! smart matching with writer

I would like to express my gratitude to the HyperCITY Retail (India) Ltd. for giving me this opportunity to work and learn in the organization. This project would not have been possible without the support and encouragement of everyone here. I would like to thank my institute ITM including the Director, Dr. Ganesh Raja, the Dean, Dr. Adhikari and especially the Deputy Director, Mr. B. V. R. Murthy for their constant support.

Sincere gratitude is extended to my faculty guide Dr. Shelja Jose for her time, ideas, and assistance with the research process. A special thanks is extended to Mr.

Siddharthan M. (Vice President, Operations, HyperCITY), Mrs. Arpita Parikh Sathu (General Manager, HyperCITY, Thane), Mr. Sanjeev Bhatt (General Manager, HyperCITY, Amritsar) and to all of my colleagues and fellow interns at HyperCITY, Thane and the staff at ITM for their assistance, also I would like to thank ITM placement cell for their support and assistance. Table of Contents 1. Executive Summary4 2. Company Profile5 3.

The Global Retail Industry: An Overview12 4. Research Objective17 5. Research Methodology18 6. Phase 122 * Sample profiling23 * Customer profiling of HyperCITY, Thane29 . Phase 236 * Competitor customer profiling37 * Competition Analysis52 * Share of Voice60 8. Phase 362 * Sales figure of Appliances department63 * Loss of Sale66 9. Recommendation & Implications67 10. Conclusion68 11. References69 12. Appendix – Questionnaire70 Executive Summary The main purpose of the study was to find the customer buying behavior of consumer durables in a hypermarket. The research also derives at the customer profile of HyperCITY and its competitors. Another important task was to analyze the competition in the market the customers satisfaction level w. . t price, offers, product range etc. A questionnaire survey was carried out to collect the empirical data in order to statistically test the hypothesis. This information was collected by the help of the open ended question in the questionnaire. Another instrument used to collect the sample was by observation method. The observation method involves human or mechanical observation of what people actually do or what events take place during a buying or consumption situation. “Information is collected by observing different processes at work. ”

The study helped us conclude that the HyperCITY customers rate Vijay Sales better when it comes to price, offers, product range etc. whereas the customers prefer HyperCITY over More Megastore when compared to the same variables. The customers are very satisfied with the CSA knowledge of the HyperCITY staff over Vijay Sales and More Megastore. The research would help HyperCITY to design its marketing campaign more efficiently and create more valuable offers to its customers. Company Profile HyperCITY is a shop that offers products sourced from both local and international markets.

The product range covers: Foods and Grocery, Homeware, Home Entertainment, Hi-Tech, Appliances, Furniture, Sports, Toys & Fashion. HyperCITY provides a truly international shopping experience, where customers can shop in comfort in a large, modern, & exciting environment. It offers a wide and contemporary range of innovative products, sourced from both local and international markets Vision: ‘To be an integral part of customer lives, by offering them a high quality shopping experience through great products at even better prices. ’ (Vision) Features and Facilities: * ATM facility – convenient cash withdrawal Consumer finance – enables easy purchase of consumer durables * Disabled access to store & toilets -socially responsible – wheelchair facilities available * Trial rooms-enables you try before you buy * Free gift wrapping-makes gifting convenient & hassle-free * Faster check-outs without queues-30 check- out counters. (Services) Specialty Areas: * Exclusive imported food-From Waitrose, UK * Gaming Zone-with latest gaming equipment * Cricket Net-where you can select & test your cricket gear * Demo Kitchen-get product demos, taste recipes created by master chefs * Home Theatre Demo Room-for sound-proof audio testing

Exclusive Brands: HyperCITY has a wide array of exclusive brands across all categories. These brands ensure increased value to the customers through superior product offerings, quality and uniqueness at great prices. Food & Grocery Terzo: The Power of Super clean is now in your hands. Introducing Terzo Home cleaners with power of 3! The range comprise of power cleaners, Everyday Cleaner, Toilet cleaner, Floor Cleaner & Utensil Cleaner. Fresh Basket: Every Fresh Basket product guarantees freshness and quality on a daily basis, with all the goodness locked in.

Fresh Basket offers the freshest selection of meat, seafood, fresh produce, freshly baked breads, specialty bread, etc. Hypercity: HyperCITY is dedicated to bring wholesome food to your family at great prices. Our products are packed under hygienic conditions and are priced to offer real value, every day. HyperCITY encompasses everyday foods like cereals, spices, flour, pulses, dry fruits and other products. Waitrose: Voted the top supermarket chain in UK exclusively available at HyperCITY. Come and taste the best of teas, coffees, juices, jams and more Home Ebano:

Discover stylish essentials for your home with HyperCITY’s exclusive brand e b a n o. e b a n o presents a selection of basic products with a modern appeal. Bringing your home to life with contemporary designs, vibrant colors, great value & is present across Utensils, Cutlery, Bakeware, Crockery, Glassware, Pots’n’pans, Implements, Bed linen, Towels, Cushions, Table linen, pillows and more. Avorio: Make your home a more luxurious place with Avorio, the exclusive brand from HyperCITY. AVORIO offers exclusive, versatile and classic designs to enhance your lifestyle.

Avorio spans Implements, Pots’n’pans, Glassware, Cutlery, Crockery, Towels, Bed linen, Table linen, Duvets & quilts and more. Everyday: The range includes everything you need for your office – office accessories, writing instruments, paper stationery, etc. Fashion HyperCITY offers a coordinated range at super prices; cutting across clothing, footwear, sunglasses, watches, hair accessories, bags and jewelry. Joojoobs: Discover Fashion for your little ones!! The Joojoobs range of comfortable garments for infants includes designer infant wear and infant western wear.

The range combines the finest quality fabrics & vivid colors to create a high value range of infant wear. CITY Sense: Comprises of a basic line of value packs at super duper prices; covering value packs of tees, socks, briefs, vests, basic denim, etc. , for men, women & kids. CITYLife: Everyday wear for men, women, kids and footwear, styled for value. CITY Style: Offers the latest trends in clothing in the market, at prices that are affordable. Appliances Technix: HyperCITY offers Technix range of appliances will be available across microwaves, cook-tops and mixer-grinders

Sports Raleigh: The Raleigh Series of bicycles are available exclusively at HyperCITY. Raleigh is one of the world’s biggest brands in Bicycles. Raleigh bicycles are simple, elegant, efficient and fun. They are designed with care and fitted with latest technology. Raleigh has the following varieties in bicycles – Mountain Sport, Platinum, Juvenile, Toy cycles, etc. Maxit: The Maxit line of sports equipment and apparels is available exclusively at HyperCITY. Maxit stands for – Maximum Range, i. e. it offers a superior line up of sports gear at great value.

Maxit is available across sports categories like cricket, football, basketball, volleyball, boxing and baseball. (Exclusive Brands) Shopping at HyperCITY is an even more rewarding experience. The HyperCITY Discovery Club brings you great savings, exclusive promotions, special previews and a whole lot more. Earn Discovery Reward points and redeem them against purchases. HyperCITY Discovery Club reflects our commitment to offer you the ultimate shopping experience. (HyperCITY Discovery Club) HyperCITY Discovery Club Card Benefits: HyperCITY Discovery Club members get additional discounts as Discovery reward points * Each Discovery reward point is worth Re. 1/- * Exclusive offers available for HyperCITY Discovery Club members, every months across all categories * HyperCITY Discovery Club members enjoy exclusive offers round the year, across all categories * Discovery reward points will be valid for a period of 2 years * HyperCITY Discovery Club card comes with a lifetime validity Additional Services: Listed below are the services you can avail of when you shop at any HyperCITY store.

It is their endeavor to offer you a full range of services at all locations. HyperCITY Extended Warranty: The electronics come with a unique feature. Peace of mind! * Pay a nominal fee * Get cover on mechanical & electrical breakdown * Get the benefit of genuine parts * Free parts and no labor charge * Hassle free repairs * Inflation proof * Free replacement if not repaired Daily Diamonds: A range of Diamonds perfectly cut for your pocket. Discover affordable prices & great deals on an exquisite range of diamond jewellery. Crossword:

Pick your favorite books, magazines, movies or the month’s bestsellers at HyperCITY. Enrich: Pamper yourself at Enrich, the largest chain of unisex salons in Mumbai. Vodafone: Now recharge your mobile, pay your bills at Vodafone gallery in HyperCITY, which is open during store hours. Retaurants & Cafes: Sit down for a relaxing cup of coffee, pick a wine, enjoy a good meal & freshly baked cakes & savories or unwind post shopping at Desicafe, Cafe Coffee Day, Kwality Swirls, Gelato, Turkish Delights, Living Liquidz & Fresh Basket bakery at HyperCITY.

Kodak Picture Kiosk: Make something special in seconds. It’s easy! There’s always something new at the Kodak Picture Kiosk. * Try our collage options. Makes a great gift. * Create holiday greeting cards and invitations in seconds. * Make simple edits like zoom, crop and remove red eye. * Enlargements are one touch easy. The Global Retail Industry: An Overview Retail has played a major role world over in increasing productivity across a wide range of consumer goods and services . The impact can be best seen in countries like U. S. A. , U. K. , Mexico, Thailand and more recently China.

Economies of countries like Singapore, Malaysia, Hong Kong, Sri Lanka and Dubai are also heavily assisted by the retail sector. Retail is the second-largest industry in the United States both in number of establishments and number of employees. It is also one of the largest worldwide. The retail industry employs more than 22 million Americans and generates more than $3 trillion in retail sale annually. Retailing is a U. S. $9 trillion sector. Wal-Mart is the world’s largest retailer. Already the world’s largest employer with over 2million associates, Wal-Mart displaced oil giant Exxon Mobil as the world’s largest company when it posted $408. 1 billion in sales for fiscal 2009. Wal-Mart has become the most successful retail brand in the world due its ability to leverage size, market clout, and efficiency to create market dominance. Wal-Mart heads Fortune magazine list of top 500 companies in the world. Forbes Annual List of Billionaires has the largest number (45/497) from the retail business. Retail Scenario in India: Touching Meteoric Scales As the corporates – the Piramals, the Tatas, the Rahejas, ITC, S.

Kumar’s, RPG Enterprises, and mega retailers- Crosswords, Shopper’s Stop, and Pantaloons race to revolutionize the retailing sector, retail as an industry in India is coming alive. Retail sales in India amounted to about Rs. 353 billion in 2010 (Indian Brand Equity Foundation, 2010), to US$ 543. 2 billion by 2014 (Retail, 2010). With the upturn in economic growth during 2003, retail sales are also expected to expand at a higher pace of nearly 14. 2%. Across the country, retail sales in real terms are predicted to rise more rapidly than consumer expenditure during 2009-2010.

The forecast growth in real retail sales during 2010- 2014 is 154 per cent to reach US$ 15. 29 billion by 2014, compared with 7. 1% for consumer expenditure. Modernization of the Indian retail sector will be reflected in rapid growth in sales of supermarkets, departmental stores and hypermarts. Sales from these large-format stores are to expand at growth rates ranging from 24% to 49% per year during 2010-2014, according to a latest report by Euromonitor International, a leading provider of global consumer-market intelligence. A. T. Kearney Inc. laces India 6th on a global retail development index. The country has the highest per capita outlets in the world – 5. 5 outlets per 1000 population. Around 7% of the population in India is engaged in retailing, as compared to 20% in the USA. In a developing country like India, a large chunk of consumer expenditure is on basic necessities, especially food-related items. Hence, it is not surprising that food, beverages and tobacco accounted for as much as 71% of retail sales in 2002. Sales through supermarkets and department stores are small compared with overall retail sales.

Nevertheless, their sales have grown much more rapidly, at almost a triple rate (about 30% per year during the review period). This high acceleration in sales through modern retail formats is expected to continue during the next few years, with the rapid growth in numbers of such outlets due to consumer demand and business potential. The factors responsible for the development of the retail sector in India can be broadly summarized as follows: * Rising incomes and improvements in infrastructure are enlarging consumer markets and accelerating the convergence of consumer tastes. Looking at income classification, the National Council of Applied Economic Research (NCAER) classified approximately 50% of the Indian population as low income in 1994-1995; this is expected to decline to 17. 8% by 2009-2010. * Liberalization of the Indian economy which has led to the opening up of the market for consumer goods has helped the MNC brands like Kellogs, Unilever, Nestle, etc. to make significant inroads into the vast consumer market by offering a wide range of choices to the Indian consumers. * Shift in consumer demand to foreign brands like McDonalds, Sony, Panasonic, etc. The internet revolution is making the Indian consumer more accessible to the growing influences of domestic and foreign retail chains. Reach of satellite T. V. channels is helping in creating awareness about global products for local markets. As India continues to get strongly integrated with the world economy riding the waves of globalization, the retail sector is bound to take big leaps in the years to come. The Indian retail sector is estimated to have a market size of about $ 180 billion; but the organized sector represents only 4% share of this market (Retailing in india).

Most of the organized retailing in the country has just started recently, and has been concentrated mainly in the metro cities. India is the last large Asian economy to liberalize its retail sector. In Thailand, more than 40% of all consumer goods are sold through the super markets and departmental stores. A similar phenomenon has swept through all other Asian countries. Organized retailing in India has a huge scope because of the vast market and the growing consciousness of the consumer about product quality and services.

A study conducted by Fitch, expects the organized retail industry to continue to grow rapidly, especially through increased levels of penetration in larger towns and metros and also as it begins to spread to smaller cities and B class towns. Fuelling this growth is the growth in development of the retail-specific properties and malls. According to the estimates available, close to 25mn sq. ft. of retail space is being developed and will be available for occupation over the next 36-48 months. Fitch expects organized retail to capture 15%-20% market share by 2010.

A McKinsey report on India says organized retailing would increase the efficiency and productivity of entire gamut of economic activities, and would help in achieving higher GDP growth. At 8%, the share of employment of retail in India is low, even when compared to Brazil (14%), and Poland (12%) Challenges of Retailing in India: Retailing as an industry in India has still a long way to go. To become a truly flourishing industry, retailing needs to cross the following hurdles: * Automatic approval is not allowed for foreign investment in retail. Regulations restricting real estate purchases, and cumbersome local laws. * Taxation, which favors small retail businesses. * Absence of developed supply chain and integrated IT management. * Lack of trained work force. * Low skill level for retailing management. * Intrinsic complexity of retailing – rapid price changes, constant threat of product obsolescence and low margins. The retailers in India have to learn both the art and science of retailing by closely following how retailers in other parts of the world are organizing, managing, and coping up with new challenges in an ever-changing marketplace.

Indian retailers must use innovative retail formats to enhance shopping experience, and try to understand the regional variations in consumer attitudes to retailing. Retail marketing efforts have to improve in the country – advertising, promotions, and campaigns to attract customers; building loyalty by identifying regular shoppers and offering benefits to them; efficiently managing high-value customers; and monitoring customer needs constantly, are some of the aspects which Indian retailers need to focus upon on a more pro-active basis.

Despite the presence of the basic ingredients required for growth of the retail industry in India, it still faces substantial hurdles that will retard and inhibit its growth in the future. One of the key impediments is the lack of FDI status. This has largely limited capital investments in supply chain infrastructure, which is a key for development and growth of food retailing and has also constrained access to world- class retail practices. Multiplicity and complexity of taxes, lack of proper infrastructure and relatively high cost of real estate are the other impediments to the growth of retailing.

While the industry and the government are trying to remove many of these hurdles, some of the roadblocks will remain and will continue to affect the smooth growth of this industry. Organized retailing in India is gaining wider acceptance. The development of the organized retail sector, during the last decade, has begun to change the face of retailing, especially, in the major metros of the country. Experiences in the developed and developing countries prove that performance of organized retail is strongly linked to the performance of the economy as a whole.

This is mainly on account of the reach and penetration of this business and its scientific approach in dealing with customers and their needs. In spite of the positive prospects of this industry, Indian retailing faces some major hurdles (see Table 1), which have stymied its growth. Early signs of organized retail were visible even in the 1970s when Nilgiris (food), Viveks (consumer durables) and Nallis (sarees) started their operations. However, as a result of the roadblocks (mentioned in Table 1), the industry remained in a rudimentary stage.

While these retailers gave the necessary ambience to customers, little effort was made to introduce world-class customer care practices and improve operating efficiencies. Moreover, most of these modern developments were restricted to south India, which is still regarded as a ‘Mecca of Indian Retail’. The table on the next page shows the major challenges and the implications faced by the Retail sector in India. (CII) Factors| Description| Implications| Barriers to| FDI not permitted in pure retailing| Absence of global players| FDI| Franchisee arrangement allowed| Limited exposure to best practices| | | |

Complex| Differential sales tax rates across states| Added cost and complexity of distribution| Taxation| Multi-point octroi| Cost advantage for smaller stores through tax| System| Sales tax avoidance by smaller stores| evasion| | | | Multiple| Stringent labor laws governing hours of| Limits flexibility in operations| Legislations| work, minimum wage payments| Irritant value in establishing chain operations;| | Multiple licenses/clearances required| adds to overall costs| | | | Customer| Local consumption habits| Leads to product proliferation| Preferences| Need for variety| Need to stock larger number of SKUs at store| | Cultural issues| level| | | Increases complexity in sourcing & planning| | Increases the cost of store management| | | | Availability of| Highly educated class does not consider| Lack of trained personnel| Talent| retailing a profession of choice| Higher trial and error in managing retail| | Lack of proper training| operations| | | Increase in personnel costs| | | | Manufacturers| No increase in margins| Manufacturers refuse to dis-intermediate and| Backlash| | pass on intermediary margins to retailers| | | | Research Objective We have divided our study of Consumer buying behavior of consumer durables in a Hypermarket for HyperCITY, Thane into 3 parts. Phase 1 * To derive the consumer profile of HyperCITY, Thane Phase 2 To derive the competitor’s customer profile of HyperCITY, Thane * To analyze the competition for the Consumer Durables and Information Technology (CDIT) section of HyperCITY, Thane * To analyze the Share of Voice of the major competitors in the CDIT category Phase 3 * Analyzing the sales of Appliances section of HyperCITY, Thane during the period of 5th May, 2010 to 25th July, 2010 * Finding the reasons behind the loss of sale Research Methodology “Research means different things to different people” and the intention behind it are to investigate innumerable data, theories, experiences, concepts and law. “The procedural framework within which the research is conducted” is the definition of research methodology. The two broad and distinct approaches to social research cover the Quantitative and Qualitative methods of enquiry.

Quantitative research has been characterized as the “science that silences too many voices” since it relies heavily on remote, inferential empirical methods employed to extend and reinforce certain kind of data, interpretations and test hypotheses across samples. The qualitative paradigm on the other hand intends to gain a deeper understanding, knowledge and insight into a particular situation or phenomenon, by providing answers to questions of ‘how? ’ rather than ‘what? Unlike qualitative research which occurs in natural settings, quantitative research is where hypotheses are established. Instrument: A questionnaire survey was carried out to collect the empirical data in order to statistically test the hypothesis.

The individual responses were kept confidential in order to encourage openness and disclosure. The demographic data collected included the areas from where the customer belonged. This information was collected by the help of the open ended question in the questionnaire. General instructions at the top of the instrument and specific instructions were given at the beginning of the questions. The demographics about the respondents and their professions were collected by questions at the end of the instrument. A total of 11 questions were formulated into one single questionnaire to analyze the objective of the case. A 5-point Likert scale was used to find the satisfaction level of the customers regarding the major competitors.

Another instrument used to collect the sample was by observation method. The observation method involves human or mechanical observation of what people actually do or what events take place during a buying or consumption situation. “Information is collected by observing process at work. ” The following are a few situations:- * Service Stations-Pose as a customer, go to a service station and observe. * To evaluate the effectiveness of display of Dunlop Pillow Cushions-In a departmental store, observer notes:- a) How many pass by; b) How many stopped to look at the display; c) How many decide to buy. * Super Market-Which is the best location in the shelf? Hidden cameras are used. To determine typical sales arrangement and find out sales enthusiasm shown by various salesmen-Normally this is done by an investigator using a concealed tape-recorder. Advantages of Observation Method: * If the researcher observes and record events, it is not necessary to rely on the willingness and ability of respondents to report accurately. * The biasing effect of interviewers is either eliminated or reduced. Data collected by observation are, thus, more objective and generally more accurate. Administration of the survey: To ensure the content validity, the survey instrument was pilot tested with 30 respondents and the feedback from the same was incorporated into the study. The pilot tested questionnaire was then filled by the respondents.

To ensure that all constructs have reliable questionnaire items, a reliability analysis was conducted with the use of Cronbach Alpha Standards Reliability Analysis: The inter item reliability analysis is done to measure whether the scale used measures the same item and on regular basis. As per the standards the more closer to 1 is the Cronbach Alpha the better it is on by the scale. In this research paper leisure scale is used to measure the use of internet for internet purpose and the Cronbach Alpha was measured. Cronbach’s Alpha| N of Items| .708| 21| Here in this case the Cronbach Alpha is measured to be 0. 793 and it is very close to 1. So the scale is supposed to be reliable. Sample design:

The sample was mainly focused on the HyperCITY customers which comprised of people from different age groups, occupations etc. The customers helped us understand their views regarding HyperCITY and its competitors. Sampling method: A convenience sample chooses the individuals that are easiest to reach or sampling that is done easy. Convenience sampling is used in exploratory research where the researcher is interested in getting an inexpensive approximation of the truth. As the name implies, the sample is selected because they are convenient. This non probability method is often used during preliminary research efforts to get a gross estimate of the results, without incurring the cost or time required to select a random sample.

Convenience sampling sometimes known as grab or opportunity sampling) is a type of non – probability sampling which involves the sample being drawn from that part of the population which is close to hand. That is, a sample population selected because it is readily available and convenient. This type of sampling is most useful for pilot testing. For this research all questionnaires were filled physically. Sample size calculation: Std. deviation = 1. 16 E = 0. 20 Z = 1. 96 N = 130 N = [Z *STD. DEV/E] 2 = (1. 96* 1. 16/ 0. 20)2 Ideally, the sample size could have been 130 to suffice, but we collected 150 samples to be on a safer side. Data Collection:

The questionnaire was pre -tested using responses from 30 customers (to ensure questionnaire readability) and then data was collected from (150) respondents using a structured questionnaire. The questionnaire contained questions relating to respondents’ demographic characteristics like age, gender, occupation etc. The instrument was tested for appropriate words, sequence of sentences and ease of response format. Data Analysis and Results: The various test applied on the data were the chi-square test, paired sampling t-test. Chi-square test was carried on to derive the customer profile of the HyperCITY and its competitors, whereas, the paired sample t-test was carried on to derive upon the satisfaction levels of the customers. Phase 1 Objective: To derive the consumer profile of HyperCITY, Thane 1.

Sample Profiling: According to SPSS, or study required us to take a sample size of 150 customers. Out of the 150 customers, 90 were interviewed over telephone and the remaining 60 were interviewed on the floor over a questionnaire. Below are a graphical and a chart representation of our sample. 1. Frequency of visit to HyperCITY, Thane in a month 2. Purchased from HAM section of HyperCITY, Thane 3. Bar chart showing the percentage of people opted for an Extended Warranty. 4. Bar chart showing the percentage of people who are the members of HyperCITY Discovery Club, Thane. 5. Pie chart showing the percentage of the frequently read newspapers. 6.

Pie chart showing the percentage of the number of times people have noticed the HyperCITY ad in the newspaper. 7. Bar chart showing the percentage of the age group of people visiting HyperCITY, Thane 8. Bar chart showing the percentage of the occupation of the people visiting HyperCITY, Thane. 9. Pie chart showing the gender breakup of the people that visit HyperCITY, Thane 10. Bar chart showing the percentage of the marital status of the people visiting HyperCITY, Thane. 11. Bar chart showing the area of residence of the people visiting HyperCITY, Thane. 2. Customer Profiling of HyperCITY, Thane 1. Frequency of visit to HyperCITY, Thane in a month w. r. t age group

Hypothesis: H0: There is no significance difference in frequency of store visits to HyperCITY, Thane among different age group of the customers. Ha1: There is significance difference in frequency of store visits to HyperCITY, Thane among different age group of the customers. Analysis: The Pearson Chi-Square value is 0. 628 which is more than 0. 05, therefore, we will support Ho hypothesis and reject Ha1 hypothesis. This means that frequency of visit to store doesn’t vary between different age group. Customer between 25-34 & 35-44 Years of age group tend to visit the store more in comparison to customers between 18-24 & 45-54 Years of age group. 6% of customer of all age group tends to visit the store 1-3 times in a month. Whereas only 38% of customer of all age group tends to visit the store 4-6 times in a month. And 15% of customer of all age group tends to visit the store more than 6 times in a month. 2. Frequency of visit to HyperCITY, Thane in a month w. r. t Occupation Hypothesis: H0: There is no significant difference in frequency of store visits to HyperCITY, Thane among different occupation of the customers. Ha2: There is significant difference in frequency of store visits to HyperCITY, Thane among different occupation of the customers. Analysis: The Significance value is 0. 825 which is greater than 0. 5, therefore, we will accept Ho hypothesis and Ha2 hypothesis is not supported according to our study. This means that frequency of visit to store does not vary between the different occupation groups. 3. Frequency of visit of HYperCITY, Thane in a month w. r. t Gender Hypothesis: H0: There is no significant difference in frequency of store visits to HyperCITY, Thane among different gender of the customers. Ha3: There is significant difference in frequency of store visits to HyperCITY, Thane among different gender of the customers. Analysis: The Significance value is 0. 267 which is greater than 0. 05, therefore, we will accept Ho hypothesis and Ha3 hypothesis is not supported according to our study.

This means that frequency of visit to store does not vary between the different gender groups. 4. Frequency of visits to HYperCITY, Thane in a month w. r. t marital status Hypothesis: H0: There is no significant difference in frequency of store visits to HyperCITY, Thane among the marital status of the customers. Ha4: There is significant difference in frequency of store visits to HyperCITY, Thane among the marital status of the customers.. Analysis: The Pearson Chi-Square value is 0. 262 which is lesser than 0. 05, therefore, we will support Ha4 hypothesis and reject Ho hypothesis. This means that frequency of visit to store doesn’t varies according to the marital status.

The table shows that the 80% of the people visiting the store are married, whereas 40% of the people are unmarried. 5. Frequency of visit to HyperCITY, Thane in a month w. r. t Area of residence Hypothesis: H0: There is no significant difference in frequency of store visits to HyperCITY, Thane among the area of residence of the customers. Ha5: There is significant difference in frequency of store visits to HyperCITY, Thane among the area of residence of the customers. Analysis: The Significance value is 0. 538 which is greater than 0. 05, therefore, we will accept Ho hypothesis and Ha5 hypothesis is not supported according to our study. This means that frequency of visit to store doesn’t varies according to the area of residence.

The table shows that approx 77% of the customer base comes from the nearby locality of Kasarwadavli, Waghbill and Bramhand, which falls in the radius of 5kms. Phase 2 Objectives: * To derive the competitor’s customer profile of HyperCITY, Thane * To analyze the competition for the Consumer Durables and Information Technology (CDIT) section of HyperCITY, Thane * To analyze the Share of Voice of the major competitors in the CDIT category 1. Competitor Customer Profiling Please Note: This is the information derived after interviewing HyperCITY customers who have also visited Big Bazaar and More Megastore in last one month. Big Bazaar, Thane 1. Frequency of visit to Big Bazaar, Thane in a month w. r. t age Hypothesis:

H0: There is no significance difference in frequency of store visits to Big Bazaar, Thane among different age group of the customers. Ha6: There is significance difference in frequency of store visits to Big Bazaar, Thane among different age group of the customers. Analysis: The Significance value is 0. 006 which is lesser than 0. 05, therefore, we will accept Ha6 hypothesis and according to our study, Ho hypothesis is not supported. This means that frequency of visit to store vary between different age group. Customers between 25-34 & 35-44 years of age group tend to visit the store more in comparison to the customer between 18-24 & 45-54 years of age group. The table also shows that 19. 33% of HyperCITY customers has NOT visited Big Bazaar in last one month. 44. 6% of the HyperCITY customers have visited Big Bazaar between 1-3 times in last one month. 2. Frequency of visit to Big Bazaar, Thane in a month w. r. t Occupation Hypothesis: H0: There is no significance difference in frequency of store visits to Big Bazaar, Thane among different occupation group of the customers. Ha7: There is significance difference in frequency of store visits to Big Bazaar, Thane among different occupation group of the customers. Analysis: The Significance value is 0. 616 which is greater than 0. 05, therefore, we will support Ho hypothesis and reject Ha7 hypothesis. This means that frequency of visit to store doesn’t vary between the different occupation groups.

Customer group of Service person and Self Employed person tend to visit more in comparison of customer group of Student and Housewife. 3. Frequency of visit to Big Bazaar, Thane in a month w. r. t Gender Hypothesis: H0: There is no significance difference in frequency of store visits to Big Bazaar, Thane among different gender of the customers. Ha8: There is significance difference in frequency of store visits to Big Bazaar, Thane among different gender of the customers. Analysis: The Significance value is 0. 827 which is greater than 0. 05, therefore, we will accept Ho hypothesis and according to our study, Ha8 hypothesis is not supported. This means that frequency of visit to store does not vary between the different gender groups.

This also shows that males visit the store more frequently as compared to women. 4. Frequency of visit to Big Bazaar, Thane in a month w. r. t the marital status Hypothesis: H0: There is no significance difference in frequency of store visits to Big Bazaar, Thane among different marital status of the customers. Ha9: There is significance difference in frequency of store visits to Big Bazaar, Thane among different marital status of the customers. Analysis: The Significance value is 0. 223 which is greater than 0. 05, therefore, we will accept Ho hypothesis and according to our study, Ha9 hypothesis is not supported. This means that frequency of visit to store does not vary according to the marital status. 5.

Frequency of visit to Big Bazaar, Thane in a month w. r. t the area of residence ` Hypothesis: H0: There is no significance difference in frequency of store visits to Big Bazaar, Thane among different area of residence of the customers. Ha10: There is significance difference in frequency of store visits to Big Bazaar, Thane among different area of residence of the customers. Analysis: The Significance value is 0. 162 which is greater than 0. 05, therefore, we will accept Ho hypothesis and according to our study, Ha10 hypothesis is not supported. This means that frequency of visit to store does not vary according to the area of residence. The table also shows that approx 60. % of HyperCITY customers staying in the nearby locality of Kasarwadavli, Waghbill and Bramhand have not visited Big Bazaar in last one month. More Megastore, Thane 1. Frequency of visit to More Megastore, Thane in a month w. r. t age Hypothesis: H0: There is no significance difference in frequency of store visits to MORE Megastore, Thane among different age group of the customers. Ha11: There is significance difference in frequency of store visits to MORE Megastore, Thane among different age group of the customers. Analysis: The Significance value is 0. 094 which is greater than 0. 05, therefore, we will support Ho hypothesis and reject Ha11 hypothesis. This means that frequency of visit to store doesn’t varies between different age group.

Customers between 25-34 & 35-44 years of age group tend to visit the store more in comparison to the customer between 18-24 & 45-54 years of age group. The table also shows that 88. 1% of HyperCITY customers have NOT visited More Megastore in last one month. 93. 1% of the HyperCITY customers have visited Big Bazaar between 1-3 times in last one month. 2. Frequency of visit to More Megastore, Thane in a month w. r. t occupation Hypothesis: H0: There is no significance difference in frequency of store visits to MORE Megastore, Thane among different occupation group of the customers. Ha12: There is significance difference in frequency of store visits to MORE Megastore, Thane among different occupation group of the customers.

Analysis: The Significance value is 0. 034 which is lesser than 0. 05, therefore, we will accept Ha12 hypothesis and according to our study, Ho hypothesis is not supported. This means that frequency of visit to store vary between the different occupation groups. 3. Frequency of visit to More Megastore, Thane in a month w. r. t gender Hypothesis: H0: There is no significance difference in frequency of store visits to MORE Megastore, Thane among different gender of the customers. Ha13: There is significance difference in frequency of store visits to MORE Megastore, Thane among different gender of the customers. Analysis: The Significance value is 0. 41 which is greater than 0. 05, therefore we will accept Ho hypothesis and according to our study, Ha13 hypothesis is not supported. This means that frequency of visit to store does not vary between the different gender groups. 4. Frequency of visit to More Megastore, Thane in a month w. r. t the marital status Hypothesis: H0: There is no significance difference in frequency of store visits to MORE Megastore, Thane among different marital status of the customers. Ha14: There is significance difference in frequency of store visits to MORE Megastore, Thane among different marital status of the customers. Analysis: The Significance value is 0. 371 which is greater than 0. 5, therefore, we will accept Ho hypothesis and according to our study, Ha14 hypothesis is not supported. This means that frequency of visit to store does not vary according to the marital status. 5. Frequency of visit to More Megastore, Thane in a month w. r. t the area of residence Hypothesis: H0: There is no significance difference in frequency of store visits to MORE Megastore, Thane among different area of residence of the customers. Ha15: There is significance difference in frequency of store visits to MORE Megastore, Thane among different area of residence of the customers. Analysis: The Significance value is 0. 338 which is lesser than 0. 5, therefore, we will support Ho hypothesis and reject Ha15 hypothesis. This means that frequency of visit to store doesn’t varies according to the area of residence. The table also shows that approx 76. 3% of HyperCITY customers staying in the nearby locality of Kasarwadavli, Patlipada and Manpada have not visited Big Bazaar in last one month. 2. Competition Analysis: 1. Comparison between HyperCITY, Thane and More Megastore, Thane in terms of Price Pair 1| Mean| t| df| P| HyperCITY price| 3. 41| 0. 203| 79| 0. 840| More Megastore price| 3. 39| | | | Hypothesis: H0: There is no significant difference between customer satisfaction with the prices of HyperCITY and More Megastore.

Ha16: There is significant difference between the customer satisfaction with prices of HyperCITY and More Megastore. Analysis: The P value is 0. 840 which is greater than 0. 05, therefore we will support Ho hypothesis and reject H1 hypothesis. This shows that there is no significant difference between the prices of HyperCITY and More Megastore. The table justifies the fact that the customers are more satisfied with the prices of HyperCITY over More Megastore. The average score of HyperCITY is 3. 41 on 5, whereas More Megastore has scored 3. 39 on 5. 2. Comparison between HyperCITY, Thane and More Megastore, Thane in terms of Offers Pair 2| Mean| t| df| P|

HyperCITY Offer| 3. 06| -5. 006| 78| 0. 000| More Megastore Offer| 3. 66| | | | Hypothesis: H0: There is no significant difference between the customer satisfaction with the offers of HyperCITY and More Megastore. Ha17: There is significant difference between the customer satisfaction with the offers of HyperCITY and More Megastore. Analysis: The P value is 0. 000 which is lesser than 0. 05, therefore we will support H1 hypothesis and reject Ho hypothesis. The study shows that the customers prefer More Megastore over Hypercity when it comes to attractive offers. Consumers have given HyperCITY 3. 06 on 5, whereas, More Megastore has scored 3. 66 on 5. 3.

Comparison between HyperCITY, Thane and More Megastore, Thane in terms of Stock range. Pair 3| Mean| t| df| P| HyperCITY Stock Range| 3. 34| 0. 098| 78| 0. 922| More Megastore Stock Range| 3. 33| | | | Hypothesis: H0: There is no significant difference between the customer satisfaction with the stock range of HyperCITY and More Megastore. Ha18: There is significant difference between the customer satisfaction with the stock range of HyperCITY and More Megastore. Analysis: The P value is 0. 922 which is greater than 0. 05, therefore we will support Ho hypothesis and reject Ha18 hypothesis. The study shows that HyperCITY has got a wide range of appliances products as compared to More Megastore. Consumers have given HyperCITY 3. 4 on 5, whereas, More Megastore has scored 3. 33 on 5. 4. Comparison between HyperCITY, Thane and More Megastore, Thane in terms of Stock availability Pair 4| Mean| t| df| P| HyperCITY Stock availability| 3. 72| 2. 458| 78| 0. 016| More Megastore Stock availability| 3. 37| | | | Hypothesis: H0: There is no significant difference between the customer satisfaction with the stock availability of HyperCITY and More Megastore. Ha19: There is significant difference between the customer satisfaction with the stock availability of HyperCITY and More Megastore. Analysis: The P value is 0. 016 which is lesser than 0. 05, therefore we will support Ha19 hypothesis and reject Ho hypothesis.

The study shows that the customers chose HyperCITY over More Megastore when it comes to stock availability. Consumers have given HyperCITY 3. 72 on 5, whereas, More Megastore has scored 3. 37 on 5. 5. Comparison between HyperCITY, Thane and More Megastore, Thane in terms of CSA knowledge Pair 5| Mean| t| df| P| HyperCITY CSA knowledge| 4. 31| 5. 637| 77| 0. 000| More Megastore CSA knowlwdge| 3. 54| | | | Hypothesis: H0: There is no significant difference between the customer satisfaction with the CSA knowledge of HyperCITY and More Megastore. Ha20: There is significant difference between the customer satisfaction with the CSA knowledge of HyperCITY and More Megastore. Analysis: The P value is 0. 000 which is lesser than 0. 5, therefore we will support Ha20 hypothesis and reject Ho hypothesis. The study shows that the customers appreciate the knowledge of the associates of HyperCITY as compared to More Megastore. Consumers have given HyperCITY 4. 31 on 5, whereas, More Megastore has scored 3. 54 on 5. 6. Comparison between HyperCITY, Thane and More Megastore, Thane in terms of after sales service. Pair 6| Mean| t| df| P| HyperCITY After sales service| 4. 12| 4. 929| 25| 0. 000| More Megastore After sales service| 2. 92| | | | Hypothesis: H0: There is no significant difference between the customer satisfaction with the after sales service of HyperCITY and More Megastore.

Ha21: There is significant difference between the customer satisfaction with the after sales service of HyperCITY and More Megastore. Analysis: The P value is 0. 000 which is lesser than 0. 05, therefore we will support Ha21 hypothesis and reject Ho hypothesis. The above finding of CSA knowledge also supports the result of after sales service which included demo and installation. The customers have appreciated the after sales service of HyperCITY as compared to More Megastore. Consumers have given HyperCITY 4. 12 on 5, whereas, More Megastore has scored 2. 92 on 5. 1. Comparison between HyperCITY, Thane and Vijay Sales, Thane in terms of price Pair 1| Mean| t| df| P| HyperCITY price| 3. 44| -4. 009| 92| 0. 000| Vijay Sales price| 3. 91| | | | Hypothesis:

H0: There is no significant difference between the customer satisfaction with the prices of HyperCITY and Vijay Sales. Ha22: There is significant difference between the customer satisfaction with the prices of HyperCITY and Vijay Sales. Analysis: The P value is 0. 000 which is lesser than 0. 05, therefore we will support Ha22 hypothesis and reject Ho hypothesis. This shows that there is a significant difference between the prices of HyperCITY and Vijay Sales. The table justifies the fact that the customers are more satisfied with the prices of Vijay Sales over HyperCITY. The average score of HyperCITY is 3. 44 on 5, whereas Vijay Sales has scored 3. 91 on 5. 2.

Comparison between HyperCITY, Thane and Vijay Sales, Thane in terms of offers Pair 2| Mean| t| df| P| HyperCITY Offer| 3. 23| -3. 877| 92| 0. 000| Vijay Sales Offer| 3. 72| | | | Hypothesis: H0: There is no significant difference between the customer satisfaction with the offers of HyperCITY and Vijay Sales. Ha23: There is significant difference between the customer satisfaction with the offers of HyperCITY and Vijay Sales. Analysis: The P value is 0. 000 which is lesser than 0. 05, therefore we will support Ha23 hypothesis and reject Ho hypothesis. The study shows that the customers prefer Vijay Sales over HyperCITY when it comes to attractive offers. Consumers have given HyperCITY 3. 3 on 5, whereas, Vijay Sales has scored 3. 72 on 5. 3. Comparison between HyperCITY, Thane and Vijay Sales, Thane in terms of stock range Pair 3| Mean| t| df| P| HyperCITY Stock Range| 3. 53| -1. 938| 92| 0. 560| Vijay Sales Stock Range| 3. 77| | | | Hypothesis: H0: There is no significant difference between the customer satisfaction with the stock range of HyperCITY and Vijay Sales. Ha24: There is significant difference between the customer satisfaction with the stock range of HyperCITY and Vijay Sales. Analysis: The P value is 0. 560 which is greater than 0. 05, therefore we will support Ho hypothesis and reject Ha24 hypothesis. The study shows that Vijay Sales as got a wide range of electronic products as compared to HyperCITY. Consumers have given HyperCITY 3. 53 on 5, whereas, Vijay Sales has scored 3. 77 on 5. 4. Comparison between HyperCITY, Thane and Vijay Sales, Thane in terms of stock availability Pair 4| Mean| t| df| P| HyperCITY Stock availability| 3. 76| -2. 007| 92| 0. 480| Vijay Sales Stock availability| 3. 99| | | | Hypothesis: H0: There is no significant difference between the customer satisfaction with the stock availability of HyperCITY and Vijay Sales. Ha25: here is significant difference between the customer satisfaction with the stock availability of HyperCITY and Vijay Sales. Analysis:

The P value is 0. 480 which is greater than 0. 05, therefore we will support Ho hypothesis and reject Ha25 hypothesis. The study shows that the customers chose Vijay Sales over HyperCITY when it comes to stock availability. Consumers have given HyperCITY 3. 76 on 5, whereas, Vijay Sales has scored 3. 99 on 5. 5. Comparison between HyperCITY, Thane and Vijay Sales, Thane in terms of CSA knowledge Pair 5| Mean| t| df| P| HyperCITY CSA knowledge| 4. 4| 1. 368| 92| 0. 175| Vijay Sales CSA knowlwdge| 4. 23| | | | Hypothesis: H0: There is no significant difference between the customer satisfaction with the CSA knowledge of HyperCITY and Vijay Sales.

H26: There is significant difference between the customer satisfaction with the CSA knowledge of HyperCITY and Vijay Sales. Analysis: The P value is 0. 175 which is greater than 0. 05, therefore we will support Ho hypothesis and reject Ha26 hypothesis. The study shows that the customers appreciate the knowledge of the associates of HyperCITY as compared to Vijay Sales. Consumers have given HyperCITY 4. 40 on 5, whereas, Vijay Sales has scored 4. 23 on 5. 6. Comparison between HyperCITY, Thane and Vijay Sales, Thane in terms of after sales service Pair 6| Mean| t| df| P| HyperCITY After sales service| 4. 07| 0. 374| 44| 0. 710| Vijay Sales After sales service| 4| | | | Hypothesis:

H0: There is no significant difference between the customer satisfaction with the after sales service of HyperCITY and Vijay Sales. Ha27: There is significant difference between the customer satisfaction with the after sales service of HyperCITY and Vijay Sales. Analysis: The P value is 0. 710 which is greater than 0. 05, therefore we will support Ho hypothesis and reject Ha27 hypothesis. The above findings of CSA knowledge support the result of after sales service which included demo and installation. The customers have appreciated the after sales service of Hypercity as compared to Vijay Sales. Consumers have given HyperCITY 4. 07 on 5, whereas, Vijay Sales has scored 4. 0 on 5. 3. Share of Voice: Share of voice (SOV)share of voice (SOV)The relative fraction of ad inventory a single advertiser uses within a defined market over a specified time period. is the relative fraction of ad inventory a single advertiser uses within a defined market over a specified time period. It measures how you are doing relative to competitors and relative to all the ads within your given space. It tells you the total percentage that you possess of the particular niche, market, or audience that you are targeting. (Share of Voice, 2010) The pie chart below represents the Share of Voice of various Appliances brands competing in the market.

The study shows that Vijay Sales is a major player in the market, and it spends heavily on its advertising campaigns. The data shows that Vijay Sales has 49% (i. e. 60 print ads) of share of voice in past 3 months. Vijay Sales advertises aggressively in the leading newspapers like Times of India, Mumbai Mirror and DNA. In the period of last 3 months i. e. from May 5th, 2010 to July 25th, 2010; HyperCITY has advertised its CDIT section in the newspaper only 4 times which is just 3% in the total share of voice. * Hyper Action Deals: Discounts on Camera * Hyper Action Deals: Discounts on LCD’s, CRT’s * Hyper Whiz Deals: Discounts on laptops and Computers * Hyper Pouring Deals: Discounts on Washing machines, Iron etc. Phase 3 Objectives: Analyzing the sales of Appliances section of HyperCITY, Thane during the period of 5th May, 2010 to 25th July, 2010 * Finding the reasons behind the loss of sale. 1. Sales figures of Appliances department: This section comprises of the sales achieved by the Appliances department during the tenure of 5th May, 2010 to 25th July, 2010. This section also comprises of the loss of sale occurred due to various reasons. Below is the graphical representation of the week on week basis sales data. Reasons behind the top performing weeks: * Week 2 and 3 performed really well, the main reason being the auspicious Maharastrian festival Akshaya Trithiya on 16th May, 2010 Week 7 also performed well because of the newspaper advertising promotion the ‘Hyper Whiz Deals’, a campaign specially designed to drive the sales of the laptops and which helped to drive the Appliances sales also. * Week 9 performed well because of the offers available on Refrigerators and Washing Machines which helped to boost the sales of the section and the other reason was the monsoon season. 2. Loss of Sale: Below mentioned is the loss of sale data due to various reasons. The major reason behind the loss of sale is, the product being out of stock and low product range. The ‘product not available’ comprises of 32. 03% of the total loss of sale, whereas 39. 2% loss of sale comprises of the product being ‘out of stock’. The other reasons behind the loss of sale are the lack of ‘price and offer’ attractiveness whereas the other being the customers denial to accept the piece/model which is on display. Also ‘delivery issue’ was one of the major reason and other being ‘less finance options’ available. Recommendations & Implications 1. In our study, we found out that the customers visiting the store are residing within the area of 2km-6km, such as Kasarwadvli, Waghbill Naka etc. Hence, more focus should be given on these set of customers through marketing activities to convert them to loyal customers such as mobile vans, hoardings etc. 2.

The major factor for Loss of Sales was most goods were ‘Out of Stock’ most of the time, hence more focus should be given by Buying and Merchandising team to reduce it and also from the Distribution center. 3. Viral marketing through social networking media like facebook. com etc. should be incorporated. In our study we can see that the youth from age group of 18-24 yrs of age visit less as compared to the customers of age group 24-35 yrs and 35-44 yrs. Social media optimization would enable us to attract more youth towards the store. 4. We need to give CDIT specific catalogue advertisements on a fortnightly basis. Vijay Sales is an aggressive player in this particular segment. HyperCITY should also tap the readers of DNA newspaper which forms 9% of our sample size. 5.

Proper utilization of ad space is very necessary. Our study shows that 61% of our sample size read Times of India out of which 41% have not seen the advertisement. Conclusion The research objective of my summer internship was to study “Consumer Buying Behavior of Consumer Durables in a Hypermarket for HyperCITY, Thane”. In my study I found that the profile of consumer of HyperCITY, Thane comprises of age group 25-34 and 35-44 years, mainly servicemen or self employed people who are married and lives in nearby area of the store. The consumer of HyperCITY is also loyal towards them as major percentage of people do not visit the nearby competitors i. e. MORE Megastore and Big Bazaar.

We also checked the satisfaction level of our customers by asking them questions on 6 performance variable such as price, offers, stock range, stock availability, CSA knowledge, after sales service etc. with the respect to our competitors in this section i. e. MORE Megastore and Vijay Sales. HyperCITY is rated more satisfying in comparison of MORE Megastore but when it comes to specialty electronic store, HyperCITY is rated lower than Vijay Sales in most of the performance variables such as price, offers, stock range, stock availability. We also analyzed the sales of Appliances section of our store. We found that advertisement of the CDIT product is very productive. It increased the sales of Appliances section for that particular week.

We also found that loss of sales for the store is mainly due to product not being available with the store or lack of product range. References * CII. Retail Scenario in India. * Exclusive Brands. (n. d. ). Retrieved August 19, 2010, from www. hypercityindia. com: http://www. hypercityindia. com/ex_brands. asp * HyperCITY Discovery Club. (n. d. ). Retrieved August 19, 2010, from www. hypercityindia. com: http://www. hypercityindia. com/discovery_club. asp * Observation Method. (n. d. ). Retrieved August 10, 2010, from http://www. managementstudyguide. com: http://www. managementstudyguide. com/observation_method. htm * Services. (n. d. ). Retrieved August 19, 2010, from www. hypercityindia. com: http://www. ypercityindia. com/services. asp * Vision. (n. d. ). Retrieved August 19, 2010, from www. hypercityindia. com: http://www. hypercityindia. com/vision_ab. asp * Retail. (2010, July). Retrieved August 15, 2010, from India Brand Equity Foundation: http://www. ibef. org/industry/retail. aspx * Share of Voice. (2010, August 19). Retrieved from flatworldknowledge: http://www. flatworldknowledge. com/pub/1. 0/launch-advertising-and-promoti/28499#web-28499 Appendix Questionnaire Question No:……………………………… Section:………………………………. 1. How often have you visited the following stores in the last one month? | never| 1-3 times| 4-6times| More than 6 times| HyperCITY| | | | |

Big Bazaar| | | | | More Megastore| | | | | 2. Have you made any purchases from our (HyperCITY, Thane) electronics section? * Yes (Please specify item) * No 3. Rate these stores or electronic sections of the stores based on your satisfaction along the following parameters ( 1-very bad, 2-bad, 3-average, 4-good, 5-excellent, 0 -did not ever buy at this store) | HyperCITY| More Megastore| Vijay sales| Price| | | | Offers| | | | Stock Range| | | | Stock availability| | | | Customer Associates (helpfulness & knowledge)| | | | After Sales Service (Demo & Installation)| | | | 4. Indicate whether you have availed of the following at HyperCITY

Extended Warranty| Yes No not heard of it| Membership card, Discovery Card| Yes No not heard of it| 5. Which newspaper do you read most frequently? TOI DNA Mumbai Mirror HT 6. How many times have you noticed our advertisements in the newspaper in the last 6 months? Not seen 1-3 times4-6 timesmore than 6 times 7. Your age : 18-24 25-34 35-44 45-54 55-64 8. Occupation: Service Self Employed (Businessman) Housewife Student 9. Gender: Male Female 10. Marital Status: Married Unmarried Others 11. Please indicate your area of residence * Name of area: ………………………