Project Done In: Submitted by

PROJECT REPORT
ON
“UNDERSTANDING CONSUMER BEHAVIOUR TOWARDS CONSUMER

DURABLES IN HYPERMARKET”
Project done in
Submitted in partial fulfillment of the requirement for the award of Post Graduate Diploma
in Management
Submitted by
SREEJITH MENON
KHR2009PGDMRMF26
Under the guidance of
Industry Guide Faculty Guide
Mr. Arvind Sathu, General Manager Prof. Shelja Jose
1
Acknowledgement
I would like to extend my sincere thanks to Mr. Arvind Sathu(General Manager,
HyperCITY, Vashi) my Industry advisor, for his time, advice, and encouragement. 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 there.
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 Prof. 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), Mr. Mahendra Jadeja(Store Operations Manager, HyperCITY, Vashi), Mr.
Ajit Soni (Service Manager, Multimedia Section Hyper CITY, Vashi) and to all of my
colleagues and fellow interns at HyperCITY, Vashi and the staff at ITM for their assistance.
2
TABLE OF CONTENTS
I. EXECUTIVE SUMMERY...............................................................................................4
II. INTRODUCTION...........................................................................................................5
III. REVIEW OF LITERATURE.........................................................................................11
IV.RESEARCH OBJECTIVES...........................................................................................14
V. RESEARCH METHODOLOGY...................................................................................15
VI. FINDINGS ....................................................................................................................19
PHASE 1……………………………………………………………………………19
 CUSTOMER PROFILING
 CUSTOMER SATISFACTION LEVEL
PHASE 2………………………………………………….…………………………39
 COMPETITOR CUSTOMER PROFILING

 PARAMETER COMPARISON
PHASE 3………………………………………………………………………….…63
 SALES OF MULTIMEDIA DEPT.

 LOSS OF SALES
VII.LEARNING’S……………………………………………………………………….…67
VIII.RECOMMENDATIONS & IMPLICATIONS……………………………………….70
IX.CONCLUSION…………………………………………………………………………71
X.REFERENCES…………………………………………………………………………..72
APPENDIX-QUESTIONNAIRE…………………………………………………………..73
3
EXECUTIVE SUMMARY
The main purpose of the study was to understand the customer buying behavior of consumer
durables in a hypermarket. The research also tries to understand the customer base visiting
the multimedia section of HyperCITY and its competitors. Another important task was to
analyze the competition in the market, the customers satisfaction level with respect to price,
offers, product range etc.
A questionnaire was prepared and was used to collect the empirical data in order to
statistically test the hypothesis. Another instrument used to carry out the study 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.
The study helped us to come to conclusion that customers have rated HyperCity well on
parameters price,stock range and customer associates knowledge & assistance over Vijay
sales.
In terms of price and offers customers have rated E-zone and Croma well over HyperCity.
As per the study it can be concluded that HyperCity fares poor in terms of stock availability
and home delivery when compared to all its competitors taken into consideration.
4
INTRODUCTION
The Global Retail Industry:
Retail has played a major role world over in increasing productivity across a wide range
ofconsumer 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. Wal-Mart
is the world’s largest retailer. Already the world’s largest employer with over 1million
associates, Wal-Mart displaced oil giant Exxon Mobil as the world’s largest company when
it posted $219 billion in sales for fiscal 2001.
The organized retail industry:
Organized trade in India is highly under-developed as compared with other emerging

markets in Asia, Latin America and Eastern Europe and developed markets like the US.
Growing consumerism would be a key driver for organized retail in India. Several
demographic trends are favorable for the growth of organized trade.
Going forward, TSMG projects that in the next 10 years, the overall retail market in India is
likely to grow at a CAGR of 5.5% (at constant prices) to 1,677,000 Cr in 2015. The
organized retail market is expected to grow much faster at a CAGR of 21.8% (at constant
prices) to Rs. 246,000 Cr by 2015 thereby constituting ~15% of the overall retail sales.
Based on our projections, the top 5 organized retail categories by 2015 would be food,
grocery & general merchandise, apparel, durables, food service and home improvement.
The global trends have important implications for Indian retailers. The Indian consumer
remains value conscious. The consumer in most cases is willing to spend money, but remains
cost conscious, evaluating every rupee spent. It is therefore imperative for retailers to offer
price advantage via sourcing and operational efficiency and a strong private label program to
attract customers.
In summary, the retail market is the next growth frontier for corporate India. It offers an
opportunity for a large player to build a Rs. 40,000 Cr retail business spanning multiple
categories by 2015 (at current prices). Compared to this, the revenue of the largest Indian
retailer Pantaloon was only Rs 1085 Cr in 2005. No wonder large domestic business houses
and international retailers have expressed keen interest to enter the retail sector in India.
However, to capitalize on the opportunity, a player needs to be aggressive in its outlook and
build scale quickly.
5
Retail Scenario in India:
As the corporate – 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.
The factors responsible for the development of the retail sector in India can be broadly
summarized as follows-
 Market growth- 8 to 10% annual growth with 30%+ growth rate for modern format
retail
 Strong economy- fourth largest economy on purchasing parity basis
 Market opportunities- growing consumer aspiration
 Infrastructure- large amount of quality retail space being added
 Liberalization of the Indian economy
Role of customer profiling in retailing-
A customer profile is a series of descriptive phrases that paint a picture of a selected retail
consumer target. A good profile will answer the questions-“who are those people” and
“where do they live”. A profile is built from demographic, expenditure, lifestyle and media
preference data and is used to immediately understand the characteristics of a given
customer. Profiling is an effective tool because it helps retail marketers manage current
customers, develop strategies aimed at specific prospects and reduce the overall costs of
marketing and customer acquisition.
Customer behavior is a much stronger predictor of your future relationship with a customer
than demographic information ever will be. You have to look at the data, the record of their
behavior, and it will tell you things. It will tell you "I’m not satisfied." It will tell you "I
want to buy more, give me a push."
Customer profiling benefits:
Every retailer is interested in finding out who their customers are. It is important question to
ask- and answer. Once you perform customer segmentation, you can understand who our
customers are from demographic perspective. Following are the important benefits-
Understand Untapped Market Potential-

An accurate profile of your customers allows you to analyze market areas or
neighborhoods to understand your penetration rates and the market potential for your
products and services. Penetration rate points to where market opportunity exists.
6
Improve Target Marketing-
By identifying and understanding the customers in the clusters where you have the
highest penetration, you can target marketing or business activities to those who are
most likely to purchase your products. You can improve response rates and ROI by
precisely marketing to prospects with offers that will appeal specifically to them..
Customer profiling helps one to find new customers for your business. It will extract people
and/or businesses that match the profile of your current customers.
7
COMPANY PROFILE
Introduction of the company-

HyperCITY is a shop that offers products sourced from both local and international
markets. The product range covers: Foods and Grocery, Home ware, Home Entertainment,
Hi-Tech, Appliances, Furniture, Sports, Toys & Fashion. The retail industry in India took a
quantum leap with the launch of HyperCITY, India’s first ‘true’ hypermarket in the popular
retail corridor at Malad West in Mumbai. Promoted by the K. Raheja Corp. Group, a leader
in the Indian retail sector and one of the pioneers in setting up large format department
stores, HyperCITY in Malad is spread over more than 1,20,000 square feet and is billed as
India’s largest and first, ‘true’ hypermarket.
Consumers today place a great deal of emphasis on the ‘quality of life’ and expenditure on
aspiration driven goods and services has grown significantly. Besides, shopping has evolved
from a need-based activity to a leisure-time entertainment. We have a long history of
pioneering ideas and concepts in retailing in India. The launch of HyperCITY is a pioneering
step towards the globalization of the country’s retail sector and marks yet another milestone
in our Endeavour to bring innovative retail formats for Indian consumers who now demand
the same choice and ambience as discerning audiences do around the world. With the launch
of this new retail format in India, the Group is poised to tap the vast potential of the Indian
retail market.
Vision-To be an integral part of customer lives, by offering them a high quality

shopping experience through great products at ever better prices.
SERVICES OFFERED-
Listed below are the services you can avail of when you shop at any HyperCITY store. It is
our endeavor to offer you a full range of services at all locations. Some services however are
store-specific.
HyperCITY Discovery Club:
Now, 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
8
points and redeem them against purchases. HyperCITY Discovery Club reflects our
commitment to offer you the ultimate shopping experience.
Crossword:
Pick your favorite books, magazines, movies or the

month’s bestsellers at HyperCITY
HyperCITY Extended Warranty:

 Pay a nominal fee
 We'll cover mechanical & electrical breakdown.
 Get the benefit of genuine parts.
 Free parts and no labor charge.
 Hassle free repairs.
 *Note: The facilities listed above are at the discretion of
the retailer
Vodafone:
Now recharge your mobile, pay your bills at Vodafone gallery

in HyperCITY, which is open during store hours.
Restaurants & Cafés:
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, Café Coffee Day, Kwality Swirls,
Gelato, Turkish Delights, Living Liquidz & Fresh Basket
bakery at HyperCITY.
ATM:
9
We have an in-store ATM facility, which is accessible during
store hours, for customer convenience.
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.
 New calendar designs now available for 2010.
 Enlargements are one touch easy.
Specialty areas:
 Exclusive imported food(Waitrose)
 In store restaurants (Desi café)
 24 hr pharmacy
 Gaming zone
 Cricket net
 Demo kitchen
 Home theatre demo room
Total number of stores and recent openings:

Till August 2010 the company has opened seven stores all over India. In Mumbai itself there
are three stores, that is in Thane, Vashi, and Malad and others are in Bangalore, Jaipur,
Amritsar, and Hyderabad. In 2006 HyperCITY was first opened in Malad followed by Vashi
in 2008.
HyperCITY’S new stores are going to open in Bhopal, Pune, and Ludhiana.
10
Review of Literature
Indian Retail Scenario
India is currently the ninth largest retail market in the world. The retail industry contributes
around 10% of India's GDP. As per the estimates, the retail sector will grow at 13% annually
from US$322 billion in 2006-07 to US$590 billion in 2011-12.
As per McKinsey, the organized retail industry is expected to grow from the current 5% of
the total market to about 14-18% of the expected Rs. 1,800,000 cr market by 2015. Though
organized retailers are growing at a fast pace, they face many challenges. The major
challenges are increasing real estate prices, lack of standard tax policies and FDI
policy. [ CITATION Org \l 1033 ]
Though Indian retail is dominated by a large number of small retailers, the last few years
have witnessed the entry of a number of organized retailers opening stores in various modern
formats in metros and other important cities. Organized retail stores rose from 3,125
covering an area of 3.3 million sq ft in 2001 to 27,076 with an area of 31 million sq ft in
2006.[ CITATION Kok09 \l 1033 ]
Because of emergence of new retail formats competition between retailers is increasing and
the consumers shop from various retailer where they get best buys.[ CITATION Mor97 \l 1033 ]
Hypermarkets:
The impact of supercenters on traditional food retailers is so much that the supercenters are
gaining 15% to 20% of primary shoppers and an even greater proportion of secondary
shoppers. [ CITATION Sei00 \l 1033 ]
Many of the world's top retailers such as Wal-Mart, Carrefour and Tesco are currently eyeing
the Indian retail sector. Carrefour and others normally look to develop hypermarkets but,
unlike Western countries, in India these would have to be located within cities, rather than on
the outskirts of urban areas.[ CITATION Pad09 \l 1033 ]
The hypermarket segment has emerged as the format with the highest growth in most
emerging markets and is likely to continue its growth in India. The prices at hypermarkets
need to be competitive because they are not only competing against the kiranas but also
chains of convenience stores. Hypermarkets must offer the best possible prices for F&G to
bring in shoppers but, unfortunately, margins for this segment can be quite unattractive -
gross margins are estimated to be at best around 10-12 per cent. Ideally, a 40:60 mix of food
to non-food should yield a blended gross margin of around 18-19 per cent. [ CITATION
Why06 \l 1033 ]
11
But "organised retail", such as hypermarkets, supermarkets and department stores, is still
considered to be rare in India, accounting for just 4% of the country's $322 billion market.
Most Indians prefer shopping in independent grocery shops, or kirana stores. [ CITATION
Bus08 \l 1033 ]
[ CITATION Sha09 \l 1033 ] commented that "even with the advent of big retailers and modern
concepts, small traditional players will stay. They will knit themselves much more strongly
through value-added customer services like customization. Far from getting cannibalized, the
small players will successfully hitch themselves around the big boys. The benefits of the
retail boom will be extended to smaller players, with good coexistence between the two to
serve the communities better". The small time retailer will be hit, as they wont be able to
match quality and compete against the big retailers.[ CITATION Ami04 \l 1033 ]
The retailers need to shift from serving to masses to serving to classes.[ CITATION Jos05 \l
1033 ]
Consumer Durable Market:
Indian consumer durables market used to be dominated by a few domestic players like
Godrej, Allwyn, Kelvinator, and Voltas. But post-liberalization many foreign companies
have entered into India, and have dominated the market. The major categories in the market
are CTVs, refrigerators, air-conditioners and washing machines.
India being the second fastest growing economy with a huge consumer class has resulted in
consumer durables as one of the fastest growing industries in India. LG and Samsung, the
two Korean companies have been maintaining the lead in the industry with LG being the
leader in almost all the categories.
The rural market is growing faster than the urban markets, although the penetration level in
rural area is much lower. The CTV segment is expected to the largest contributing segment
to the overall growth of the industry. The rising income levels, double-income families and
increasing consumer awareness are the main growth drivers of this industry.[ CITATION Con08 \l
1033 ]
Increasing disposable income and declining prices of durables have resulted in increased
volumes.The market for consumer durables (including entertainment electronics,
communitarian and IT products) is estimated at Rs 32 billion (US $7.1 billion). The market
is expected to grow at 10 to 12 per cent annually and is expected to reach Rs 60 billion
(US$13.3billion) by 2008. The urban consumer durables market is growing at an annual rate
of seven to 10 per cent, the rural durables market is growing at 25 per cent annually. Some
high-growth categories within this segment include mobile phones, TVs and music systems.
[ CITATION Are \l 1033 ]
Now Indian consumers are eager to replace their existing refrigerators with frost-free
models, window air conditioner with split ACs, semi automatic washing machines with fully
12
automatic ones, and colour televisions with premium LCDs and LED TVs, which are
boosting sales of players like Samsung, LG, Panasonic, Sony, Videocon and others.
The competition between consumer durable giants is building up as market leader LG, Sony
and Samsung ramp up production capabilities and investments for India. The market share of
MNCs in the domestic consumer durables sector is 65% as they primarily target the lucrative
middle class segment.[ CITATION Viv10 \l 1033 ]
Entry of heavyweight retail players is increasing competition. Competitive evolution of

organized retail due to the entry of heavyweight players like Croma, E Zone and Reliance
Digital is stimulating the demand through exposure to experiences.[ CITATION IBE \l 1033 ]
13
Research Objective
The entire project was segregated into three phases. Each of which had a specific objective
to be achieved.
The First phase was oriented towards customer profiling of consumer durables,
information and technology (CDIT) section of HyperCITY Vashi (this is the main project
that I had to work upon). The sub-objective under this phase are as follows-
a. To find out the demographics of HyperCITY customer
b. To find out the frequency of visits of hyper CITY customers
c. To find out the overall satisfaction level of HyperCITY customers
The Second phase deals with competitor analysis and it mainly covers the following
objectives:
a. The frequency of visit of customer in competitors store that is Vijay sales, Croma, and
E-zone.
b. The demographic of competitor’s customer.
The Third phase deals with the following important objectives:
a. Analyzing the sales of Multimedia section of HyperCITY, Vashi during the period of 5 th
May, 2010 to 25th July, 2010.
b. Finding the reasons behind the loss of sale.
14
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 14 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:-
15
 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.
16
Reliability Statistics
Cronbach' N of
s Alpha Items
.794 24
Here in this case the Cronbach Alpha is measured to be 0.794 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 =1.522
E = 0.20
Z = 1.96
N = 196
N = [Z *STD. DEV/E] 2 = (1.96* 1.522/ 0.20)2
Ideally, the sample size could have been 196 to suffice, but we collected 191 samples.
17
Data Collection:
The questionnaire was pre -tested using responses from 30 customers (to ensure
questionnaire readability) and then data was collected from (191) 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 and comparing parameters viz. price, offers, stock availability,
product range, customer associate knowledge, home delivery service of HyperCity with E-
Zone, Croma & Vijay Sales.
18
PHASE-1
OBJECTIVE
TO FIND OUT THE CUSTOMER PROFILE OF
HyperCITY VASHI Multimedia SECTION
19
Phase 1:
A. Sample Profiling of customer-

Below are graphical and chart representation of our sample:
1) Frequency of customer visit in HyperCITY Vashi store in the last one month
Frequency of visits
No.of Customer visiting

No.of Customer visiting
83
53 52
1-3 times 4-6 times More than 6 times
2) Pie chart showing the percentage of the age group of customer visiting HyperCITY,
Vashi
Age group of customers
20
Age group of customers visiting HyperCity
18-24 years 25-34 years
35-44 years 45-54 years
5%
13%
37%
45%
3) Pie chart showing the percentage of the occupation of customer visiting HyperCITY,
Vashi
Occupation of customers visiting HyperCity

Service Self Employed Student
6%
43%
51%
4) Pie chart showing the percentage of the Gender of customer visiting HyperCITY,
Vashi
21
Gender
Male Female
36%
64%
5) Bar chart showing the percentage of marital status of customer visiting HyperCITY,
Vashi
Marital Status of customers visiting

HyperCity
120 109
100
82
80
60
40
20
0
Married Single
6) Bar chart showing the income levels of customer visiting HyperCITY, Vashi
22
Income of customers
80
60
40
Count of customer
20
0
00 00 00 00 00
00 50
0
00
0
00
0
00
0
<3 1- 1 2 >2
0 0 0 1- 0 1-
30 5 00 00
10
7) Bar chart showing the newspapers frequently read by customer visiting HyperCITY,
Vashi
Newspaper frequently read

80
70
60
50
40
30 Newspaper frequently
20 read
10
0
ia A or es
In
d
DN irr i m
f iM T
sO n
e ba sta
Ti
m um n d u
M Hi
8) Bar chart showing the percentage of advertisement noticed in the newspaper
23
No.of times Ads viewed by customers
100
80
60
40 No.of times Ads viewed
by customers
20
0
ee
n es es es
ts it m it m it m
No 1-
3
4-
6
an
6
e th
or
M
9) Bar chart showing the number of customers who opted for an Extended Warranty
Extended warranty
140
120
100
80 Extended warranty
60
40
20
0
Yes No
10) Pie chart showing the number of customers who had Discovery Card
24
Discovery club card
Yes No
33%
67%
11)Bar chart showing customer rating of parameters
Mean
3.8
3.6
3.4
3.2
3 Mean
2.8
2.6
ic
e rs ge a il te
s e
Pr fe an av ia tim
of tr oc y
c ck s er
u sto as iv
od er el
pr m d
sto
cu
25
findings
26
CUSTOMER PROFILING OF HYPERCITY
1. Comparing the number of times the customer have visited Hypercity based on
Demographics
A. Frequency of visit to HyperCity on the basis of age:
Crosstab
Frequecny of Visit to HyperCITY in a

month
More than
1-3 times 4-6 times 6 times Total
Age 18-24 years Count 32 21 17 70
% within Frequecny
of Visit to HyperCITY 38.1% 38.9% 32.1% 36.6%
in a month
25-34 years Count 34 23 29 86
% within Frequecny
in a month
35-44 years Count 11 10 4 25
% within Frequecny
in a month
45-54 years Count 7 0 3 10
% within Frequecny
of Visit to HyperCITY 8.3% .0% 5.7% 5.2%
in a month
Total Count 84 54 53 191
% within Frequecny
in a month
Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
Pearson Chi-Square 8.832a 6 .183
Likelihood Ratio 11.462 6 .075
Linear-by-Linear
.180 1 .671
Association
N of Valid Cases 191
a. 3 cells (25.0%) have expected count less than 5. The
minimum expected count is 2.77.
Hypothesis:
Ho: There is no significant difference in frequency of HyperCITY visit and different age
group of the customers.
27
H1: There is significant difference in frequency of HyperCITY visit and different age group
of the customers.
Analysis:
The Pearson Chi-square value is 0.183 which is greater than 0.05 hence we accept the Ho
hypothesis and reject H1 hypothesis. Hence we conclude that the frequency of visit by
customer to HyperCity doesn’t depend on the age group of customer. The maximum visits
have been made by customers in the age group of 25-34 which is 45% followed by
customers in the age group of 18-24 which is 36.6%.Maximum customers have visited the
store 1-3 times in a month which is 43%.
28
B. Frequency of visit to HyperCity on the basis of Occupation:
Crosstab

month
More than
Occupation Service Count 21 28 32 81
% within Frequecny
in a month
Self employeed Count 55 22 20 97
(Businessman) % within Frequecny
in a month
Student Count 8 3 1 12
% within Frequecny
in a month
% within Frequecny
in a month
Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
Linear-by-Linear
18.048 1 .000
Association
Hypothesis:
Ho: There is no significant difference between the frequency of HyperCITY visits in a

month and the occupation of the customers.
H1: There is significant difference between the frequency of HyperCITY visits in a month
and the occupation of the customers.
Analysis:
The Pearson Chi-square value is 0.000 which is less than 0.05 hence we accept the H1
customer to HyperCity varies depending on the occupation of customer. The maximum visits
have been made by customers who are self employed(businessmen) which is 51.1% .
29
C. Frequency of visit to HyperCity on the basis of gender:
Crosstab

month
More than
Gender Male Count 55 32 34 121
% within Frequecny
in a month
Female Count 29 21 19 69
% within Frequecny
in a month
% within Frequecny
in a month
Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
Pearson Chi-Square .372a 2 .830
Likelihood Ratio .370 2 .831
Linear-by-Linear
.052 1 .820
Association
a. 0 cells (.0%) have expected count less than 5. The
Hypothesis:
H0: There is no significant difference between the frequency of HyperCITY visits in a

month and gender.
and gender
Analysis:
The Pearson Chi-square value is 0.830 which is greater than 0.05 hence we accept the H0
customer to HyperCity doesn’t depend on the gender of customer. Though there is no
significant difference the maximum visit have been made by the male customers which is
around 63.7%.
30
D. Frequency of visit to HyperCity on the basis of age marital status:
Crosstab

month
More than
Marital Married Count 49 29 31 109
Status % within Frequecny
in a month
Single Count 35 25 22 82
% within Frequecny
in a month
% within Frequecny
in a month
Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
Pearson Chi-Square .348a 2 .840
Likelihood Ratio .347 2 .841
Linear-by-Linear
.003 1 .957
Association
Hypothesis:
H0: There is no significant difference between the frequency of HyperCITY visits in a

month and the marital status of the customers.
and the marital status of the customers.
Analysis:
customer to HyperCity doesn’t depend on the marital status of customer. Though there is no
significant difference the maximum visit have been made by the married customers around
57.1%.
31
E. Frequency of visit to HyperCity on the basis of age area of residence:
Crosstab

month
More than
Area of 0-2 kms Count 26 24 22 72
Residence % within Frequecny
(Distance) of Visit to HyperCITY 31.3% 45.3% 42.3% 38.3%
in a month
2-4 kms Count 31 20 19 70
% within Frequecny
in a month
4-6 kms Count 18 2 2 22
% within Frequecny
in a month
6-8 kms Count 7 4 6 17
% within Frequecny
in a month
8 kms and beyond Count 1 3 3 7
% within Frequecny
in a month
% within Frequecny
in a month
Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
Linear-by-Linear
.330 1 .566
Association
Hypothesis:
H0: There is no significant difference between the frequency of HyperCity visits in a month
and the area of residence of the customers.
32
H1: There is significant difference between the frequency of HyperCity visits in a month and
the area of residence of the customers.
Analysis:
customer to HyperCity varies with their area of residence. Maximum customers who visit the
store resides within a radius of 0-2kms which is around 38.3% and followed by 2-4kms
radius which is around 37.2%
33
Customer satisfaction level on different parameter using Paired sample T-test
The parameter is price, offer, stock availability, customer assistance, product range, delivery
time. On each of this parameter the customer satisfaction level is checked for HyperCITY
1 . Price
Paired Samples Test
Paired Differences
95% Confidence
Interval of the
Std. Error Difference
Mean Std. Deviation Mean Lower Upper t df Sig. (2-tailed)
Pair 1 HyperCITY's Price - Price -.455 1.326 .100 -.652 -.257 -4.548 175 .000
Paired Samples Statistics
Std.
Std. Error
Mean N Deviation Mean
Pair 1 HyperCI
TY's 3.25 176 1.045 .079
Price-
Price 3.70 176 1.128 .085
Hypothesis:
Ho: There is no significance difference in HyperCITY pricing and the customers expectancy
of the price
H1: There is significance difference in HyperCITY pricing and the customers expectancy of
the price
Analysis:
The Sig.(2-tailed) value is 0.000 which is less than 0.05, therefore, we will support H1
hypothesis and reject Ho hypothesis.
The mean value for the customer price expectancy is 3.70 whereas,Hypercity price mean
value is 3.25.We can infer from this that the customer is not satisfied with HyperCity’s Price.
34
2 . Offers
Paired Samples Test
Paired Differences
95% Confidence
Interval of the
Pair 1 HyperCITY's Offer - offers -.392 1.348 .102 -.593 -.192 -3.859 175 .000
Std. Error
Mean N Std. Deviation Mean
Pair HyperCITY's Offer 3.04 176 1.016 .077
1 offers 3.43 176 .960 .072
Hypothesis:
Ho: There is significance difference in offer of HyperCITY and the expectancy of offer.
H1: There is significance difference in offer of HyperCITY and the expectancy of offer.
Analysis:
The Sig.(2-tailed)value is 0.000 which is less than 0.05, therefore, we will support H1
There is a significant difference between the offer of the Hypercity and customer offer
expectancy. The mean value for the Hypercity offer is 3.04, whereas the customer offer
expectancy is 3.43.
3 .Product Range
Paired Samples Test
Paired Differences
95% Confidence
Interval of the
Pair HyperCITY's Stock
-.328 1.299 .098 -.520 -.135 -3.356 176 .001
1 Range - product range
35
Std.
Std. Error
Pair 1 HyperCITY
's Stock 3.24 177 1.034 .078
Range
product
3.56 177 1.152 .087
range
Hypothesis:
Ho: There is no significance difference in product range of HyperCITY and customer

expectancy.
H1: There is significance difference in product range of HyperCITY and customer

expectancy.
Analysis:
Sig.(2-tailed)value is 0.001 which is less than 0.05, therefore, we will support H1 hypothesis
and reject Ho hypothesis. significant difference between the Hypercity product availability
and the customer stock expectancy. The mean value for the Hypercity stock range is 3.24
and the customer stock expectancy is 3.56.Which means customer is not satisfied with the
product range available in HyperCity.
4.Stock Availability
Paired Samples Test
Paired Differences
95% Confidence
Interval of the
-.277 1.536 .115 -.505 -.049 -2.397 176 .018
1 Availability - stock avail

36
Std.
Std. Error
Pair 1 HyperCI
TY's
Stock 3.12 177 1.015 .076
Availabi
lity
stock
3.40 177 1.104 .083
avail
Hypothesis:
Ho: There is no significance difference in stock availability of HyperCITY and customer

expectancy.
H1: There is significance difference in stock availability of HyperCITY and customer

expectancy.
Analysis:
and reject Ho hypothesis There is a significant difference between the Hypercity stock
availability and the customer stock available expectancy .The mean value for Hypercity
stock range is 3.12 and the customer stock expectancy is 3.40.
5.Customer Assistance
Paired Samples Test
Paired Differences
95% Confidence
Interval of the
Pair HyperCITY's Customer
1 Associates - customer .292 1.641 .123 .049 .535 2.375 177 .019
associates
Std. Error
Pair HyperCITY's
3.32 178 .935 .070
1 Customer Associates
customer associates 3.03 178 1.251 .094
37
Hypothesis:
Ho: There is no significance difference in customer assistance of HyperCITY and customer

expectancy of customer assistance .
H1: There is significance difference in customer assistance of HyperCITY and customer

expectancy of customer assistance
.Analysis:
and reject Ho hypothesis. There is a significant difference between the Hypercity customer
assistance and the customer expectancy of the customer assistance.The mean value for
Hypercity customer assistance is 3.32 and the customer expectancy for the customer
assistance is 3.03.
6.Delivery time
Paired Samples Test
Paired Differences
95% Confidence
Interval of the
Pair HyperCITY's Delivery
-.693 1.726 .130 -.950 -.436 -5.328 175 .000
1 Time - delivery time
Std. Error
Pair HyperCITY's
2.89 176 1.282 .097
1 Delivery Time
delivery time 3.58 176 1.221 .092
Hypothesis:
Ho: There is no significance difference in home delivery standard of HyperCITY and

customer expectancy of home delivery standard.
H1: There is significance difference in home delivery standard of HyperCITY and customer
expectancy of home delivery standard.
Analysis:
. Sig.(2-tailed)value is 0.019 which is less than 0.05, therefore, we will support H1
38
. There is a significant difference between the Hypercity delivery system and the customer
expectancy of home delivery. The mean value for Hypercity is 2.89 whereas the customer
expectancy for home delivery is 3.58
Conclusion – Hypercity performance is below the customer expectation in Pricing ,

Offers , Product Range, Delivery time & Product availability. On customer assistance
parameter Hypercity exceed the customer expectation.
39
PHASE 2
COMPETITOR CUSTOMER PROFILING
&
analysis
2. Comparing the number of times the customer have visited E-Zone based on
Demographics-
A. Frequency of visit to E-Zone in last one month with respect to age:
40
Crosstab
Frequecny of Visit to E-zone in a month

More than
Never 1-3 times 4-6 times 6 times Total
Age 18-24 years Count 4 28 20 18 70
% within Frequecny of
57.1% 44.4% 27.4% 37.5% 36.6%
Visit to E-zone in a month
25-34 years Count 3 29 32 22 86
42.9% 46.0% 43.8% 45.8% 45.0%
35-44 years Count 0 3 15 7 25
.0% 4.8% 20.5% 14.6% 13.1%
45-54 years Count 0 3 6 1 10
.0% 4.8% 8.2% 2.1% 5.2%
Total Count 7 63 73 48 191
100.0% 100.0% 100.0% 100.0% 100.0%
Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
Linear-by-Linear
2.162 1 .141
Association
minimum expected count is .37.
Hypothesis:
H0: There is no significant difference between the frequency of E-Zone visits in a month and
the age of the customers.
H1: There is significant difference between the frequency of E-Zone visits in a month and
age of the customers.
Analysis:
customer to E-zone doesn’t depend on the age group of customer. The maximum visits have
been made by customers in the age group of 25-34 which is 45% followed by customers in
the age group of 18-24 which is 36.6%.Maximum customers have visited the store 4-6 times
in a month which is 38%.
41
B. Frequency of visit to E-Zone in last one month with respect to occupation:
Crosstab

More than
Occupation Service Count 1 21 27 32 81
14.3% 33.3% 37.5% 66.7% 42.6%
Self employeed Count 4 37 43 13 97
(Businessman) % within Frequecny of
57.1% 58.7% 59.7% 27.1% 51.1%
Student Count 2 5 2 3 12
28.6% 7.9% 2.8% 6.3% 6.3%
Total Count 7 63 72 48 190
100.0% 100.0% 100.0% 100.0% 100.0%
Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
Linear-by-Linear
13.475 1 .000
Association
Hypothesis:
the occupation of the customers.
occupation of the customers.
Analysis:
customer to E-zone varies depending on the occupation of customer. The maximum visits
have been made by customers who are self employed(businessmen) which is 51.1% and
followed by service men which is around 42.6%.
42
C . Frequency of visit to E-Zone in last one month with respect to gender:
Crosstab

More than
Gender Male Count 4 35 48 34 121
57.1% 56.5% 65.8% 70.8% 63.7%
Female Count 3 27 25 14 69
42.9% 43.5% 34.2% 29.2% 36.3%
Total Count 7 62 73 48 190
100.0% 100.0% 100.0% 100.0% 100.0%
Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
Linear-by-Linear
2.506 1 .113
Association
Hypothesis:
gender of the customers.
Analysis:
customer to E-zone doesn’t depend on the gender of customer. Though there is no significant
difference the maximum visit have been made by the male customers around 63.7%.
43
D .Frequency of visit to E-Zone in last one month with respect to marital status:
Crosstab

More than
Marital Married Count 4 31 46 28 109
Status % within Frequecny of
57.1% 49.2% 63.0% 58.3% 57.1%
Single Count 3 32 27 20 82
42.9% 50.8% 37.0% 41.7% 42.9%
Total Count 7 63 73 48 191
100.0% 100.0% 100.0% 100.0% 100.0%
Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
Linear-by-Linear
.929 1 .335
Association
Hypothesis:
the marital status of the customers.
Analysis:
customer to E-zone doesn’t depend on the marital status of customer. Though there is no
57.1% and maximum visits made are 4-6 times around 38.2%.
44
3. Comparing the number of times the customer have visited Croma based on
Demographics:
A.Frequency of visit to Croma in last one month with respect to age:
Crosstab
Frequecny of Visit to Croma in a month

More than
Age 18-24 years Count 13 20 21 16 70
72.2% 26.3% 41.2% 34.8% 36.6%
Visit to Croma in a month
25-34 years Count 5 40 23 18 86
27.8% 52.6% 45.1% 39.1% 45.0%
35-44 years Count 0 13 6 6 25
.0% 17.1% 11.8% 13.0% 13.1%
45-54 years Count 0 3 1 6 10
.0% 3.9% 2.0% 13.0% 5.2%
Total Count 18 76 51 46 191
100.0% 100.0% 100.0% 100.0% 100.0%
Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
Linear-by-Linear
3.493 1 .062
Association
Hypothesis:
H0: There is no significant difference between the frequency of Croma visits in a month and
the age of the customers.
H1: There is significant difference between the frequency of Croma visits in a month and the
age of the customers.
Analysis:
45
customer to Croma varies depending on the age of customer. The maximum visits have been
made by customers in the age group of 25-34 which is around 45%
B.Frequency of visit to Croma in last one month with respect to occupation:
Crosstab

More than
5.6% 51.3% 51.0% 33.3% 42.6%
(Businessman) % within Frequecny of
83.3% 47.4% 39.2% 57.8% 51.1%
11.1% 1.3% 9.8% 8.9% 6.3%
Total Count 18 76 51 45 190
100.0% 100.0% 100.0% 100.0% 100.0%
Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
Linear-by-Linear
.007 1 .932
Association
Hypothesis:
the occupation of the customers.
occupation of the customers.
Analysis:
customer to Croma varies depending on the occupation of customer. The maximum visits
46
have been made by customers who are self employed(businessmen) which is 51.1% .out of
all three groups the businessmen visited more than 6 times a month accounting to 57.8%
47
C.Frequency of visit to Croma in last one month with respect to gender:
Crosstab

More than
50.0% 66.7% 56.9% 71.7% 63.7%
50.0% 33.3% 43.1% 28.3% 36.3%
Total Count 18 75 51 46 190
100.0% 100.0% 100.0% 100.0% 100.0%
Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
Linear-by-Linear
1.030 1 .310
Association
Hypothesis:
the gender of the customers.
Analysis:
customer to Croma doesn’t depend on the gender of customer. Though there is no significant
difference the maximum visit have been made by the male customers around 63.7%.Also the
frequency of visits by men are more as compared to women in terms of times they have
visited.
1-3 times-66.7%
4-6 times-56.9%
More than 6 times-71.7%
48
D.Frequency of visit to Croma in last one month with respect to marital status:
Crosstab

More than
Status % within Frequecny of
38.9% 52.6% 58.8% 69.6% 57.1%
61.1% 47.4% 41.2% 30.4% 42.9%
Total Count 18 76 51 46 191
100.0% 100.0% 100.0% 100.0% 100.0%
Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
Linear-by-Linear
5.820 1 .016
Association
Hypothesis:
marital status of the customers.
Analysis:
customer to Croma doesn’t depend on the marital status of customer. Though there is no
57.1%.
49
4. Comparing the number of times the customer have visited Vijay sales based on
Demographics
A.Frequency of visit to Vijay sales in last one month with respect to age
Crosstab
Frequecny of Visit to Vijay sales in a month

More than
Age 18-24 years Count 10 24 25 11 70
% within Frequecny
of Visit to Vijay 23.8% 39.3% 41.0% 40.7% 36.6%
sales in a month
25-34 years Count 19 30 25 12 86
% within Frequecny
of Visit to Vijay 45.2% 49.2% 41.0% 44.4% 45.0%
sales in a month
35-44 years Count 10 3 8 4 25
% within Frequecny
of Visit to Vijay 23.8% 4.9% 13.1% 14.8% 13.1%
sales in a month
45-54 years Count 3 4 3 0 10
% within Frequecny
of Visit to Vijay 7.1% 6.6% 4.9% .0% 5.2%
sales in a month
Total Count 42 61 61 27 191
% within Frequecny
of Visit to Vijay 100.0% 100.0% 100.0% 100.0% 100.0%
sales in a month
Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
Linear-by-Linear
3.623 1 .057
Association
Hypothesis:
H0: There is no significant difference between the frequency of Vijay sales visits in a month
and the age of the customers.
H1: There is significant difference between the frequency of Vijay sales visits in a month
and the age of the customers.
Analysis:
50
customer to Vijay Sales doesn’t depend on the age group of customer.
51
B.Frequency of visit to Vijay sales in last one month with respect to occupation:
Crosstab

More than
% within Frequecny
of Visit to Vijay 31.0% 37.7% 55.0% 44.4% 42.6%
sales in a month
(Businessman) % within Frequecny
of Visit to Vijay 66.7% 47.5% 43.3% 51.9% 51.1%
sales in a month
% within Frequecny
of Visit to Vijay 2.4% 14.8% 1.7% 3.7% 6.3%
sales in a month
Total Count 42 61 60 27 190
% within Frequecny
of Visit to Vijay 100.0% 100.0% 100.0% 100.0% 100.0%
sales in a month
Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
Linear-by-Linear
3.826 1 .050
Association
Hypothesis:
Analysis:
customer to Vijay Sales varies depending on the occupation of customer. The maximum
visits have been made by customers who are self employed(businessmen) which is 51.1%
.businessmen have visited more than 6 times around 51.9% and servicemen have visited 4-6
times more compared to others around 55%.
52
C. Frequency of visit to Vijay sales in last one month with respect to gender:
Crosstab

More than
% within Frequecny
of Visit to Vijay 61.0% 73.8% 59.0% 55.6% 63.7%
sales in a month
% within Frequecny
of Visit to Vijay 39.0% 26.2% 41.0% 44.4% 36.3%
sales in a month
Total Count 41 61 61 27 190
% within Frequecny
of Visit to Vijay 100.0% 100.0% 100.0% 100.0% 100.0%
sales in a month
Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
Linear-by-Linear
.891 1 .345
Association
Hypothesis:
and the gender of the customers.
and the gender of the customers.
Analysis:
customer to Vijay Sales doesn’t depend on the gender of customer. Though there is no
significant difference the maximum visit have been made by the male customers around
63.7%. Also the frequency of visits by men are more as compared to women in terms of
times they have visited.
1-3 times-73.8%,4-6 times-59%,More than 6 times-55.6%
53
D.Frequency of visit to Vijay sales in last one month with respect to marital status:
Crosstab

More than
Status % within Frequecny
of Visit to Vijay 47.6% 60.7% 63.9% 48.1% 57.1%
sales in a month
% within Frequecny
of Visit to Vijay 52.4% 39.3% 36.1% 51.9% 42.9%
sales in a month
Total Count 42 61 61 27 191
% within Frequecny
of Visit to Vijay 100.0% 100.0% 100.0% 100.0% 100.0%
sales in a month
Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
Linear-by-Linear
.247 1 .619
Association
Hypothesis:
Analysis:
customer to Vijay Sales doesn’t depend on the marital status of customer. Though there is no
57.1%.Number of married customers who have visited 4-6 times in a month accounts to
around 63.9%
54
T-Test Carried to find which store if performing better when compared with
HyperCity on parameters like price,offers,stock availability,product range,customer
associate and home delivery
1.HyperCity offers Vs Croma offers
Paired Samples Test
Paired Differences
95% Confidence
Interval of the
Pair HyperCITY's Offer
-.408 1.466 .113 -.631 -.186 -3.622 168 .000
1 - Croma Offer
Std. Error
Pair HyperCITY's Offer 3.03 169 1.008 .078
1 Croma Offer 3.44 169 1.017 .078
Hypothesis:
Ho: There is no significant difference in HyperCity offers and Croma Offers.
H1: There is significant difference in HyperCity offers and Croma Offers.
Analysis:
The sig.(2-tailed) value is 0.000 which is less than 0.05 we accept H1 hypothesis and reject
H0 hypothesis i.e. there is significant difference in the offers provided by both the stores.
The mean value of HyperCity’s offer is 3.03 which is less than mean value of Cromas offer
3.44
From this we can infer that customer prefers Croma offer more over HyperCity’s.
55
2.HyperCity’s stock availability Vs E-Zones Stock availability
Paired Samples Test
Paired Differences
95% Confidence
Interval of the
1 Availability - -.257 1.219 .093 -.441 -.073 -2.760 170 .006
E-zone Availability
Std. Error
Pair HyperCITY's
3.10 171 1.015 .078
1 Stock Availability
E-zone Availability 3.36 171 1.066 .082
Hypothesis:
Ho: There is no significant difference in HyperCity Stock availability and E-Zones Stock
availability.
H1: There is significant difference in HyperCity Stock availability and E-Zones Stock
availability.
Analysis:
H0 hypothesis i.e. there is significant difference in the Stock availability of both the stores.
3.36
From this we can infer that E-Zones Stock availability is better than HyperCity Stock
availability
56
3.HyperCity Delivery Vs Croma Delivery
Paired Samples Test
Paired Differences
95% Confidence
Interval of the
1 Time - Croma -.418 1.510 .116 -.646 -.189 -3.606 169 .000
Delivery Time
Std. Error
2.91 170 1.286 .099
1 Time
Croma Delivery Time 3.33 170 .922 .071
Hypothesis:
Ho: There is no significant difference in HyperCity delivery and Croma delivery.
H1: There is significant difference in HyperCity delivery and Croma delivery.

Analysis:
H0 hypothesis i.e. there is significant difference in the delivery promise provided by both the
stores.
3.33
From this we can infer that delivery process of Croma better than HyperCity’s.
57
4.HyperCity’s Stock availability Vs Vijay sales Stock availibility
Paired Samples Test
Paired Differences
95% Confidence
Interval of the
1 Availability - VSP's -.228 1.400 .108 -.441 -.014 -2.100 166 .037
Stock Availability
Std. Error
3.10 167 .995 .077
1 Availability
VSP's Stock Availability 3.32 167 .933 .072
Hypothesis:
Ho: There is no significant difference in HyperCity Stock availability and Vijay sales Stock
availability.
H1: There is significant difference in HyperCity Stock availability and Viajy sales Stock
availability.
Analysis:
H0 hypothesis i.e. there is significant difference in the Stock availability of both the stores.
3.32
From this we can infer that Vijay sales Stock availability is better than HyperCity Stock
availability
58
5.HyperCity’s price Vs E-Zone’s Price
Paired Samples Test
Paired Differences
95% Confidence
Interval of the
Pair HyperCITY's Price
-.306 1.558 .119 -.542 -.070 -2.560 169 .011
1 - E-zone Price
Std. Error
Pair HyperCITY's Price 3.26 170 1.051 .081
1 E-zone Price 3.56 170 1.156 .089
Hypothesis:
Ho: There is no significant difference in HyperCity Price and E-Zone Price.
H1: There is significant difference in HyperCity Price and E-Zone Price.
Analysis:
The sig.(2-tailed) value is 0.011 which is less than 0.05 so we accept H1 hypothesis and
reject H0 hypothesis i.e. there is significant difference in the Price offered by both the stores.
The mean value of HyperCity’s offer is 3.26 which is less than mean value of E-Zone’s offer
3.56
From this we can infer that E-Zone’s prices are better than HyperCity’s
59
6.HyperCity’s price Vs Vijay Sale’s Price
Paired Samples Test
Paired Differences
95% Confidence
Interval of the
Pair HyperCITY's
.114 1.318 .102 -.088 .317 1.118 165 .265
1 Price - VS's Price
Std. Error
Pair HyperCITY's Price 3.27 166 1.028 .080
1 VS's Price 3.15 166 .919 .071
Hypothesis:
Ho: There is no significant difference in HyperCity Price and Vijay sale’s Price.
H1: There is significant difference in HyperCity Price and Vijay Sale’s Price.
Analysis:
The sig.(2-tailed) value is 0.265 which is more than 0.05 so we accept H0 hypothesis and
reject H1 hypothesis i.e. there is no significant difference in the Price offered by both the
stores.
The mean value of HyperCity’s offer is 3.27 which is less than mean value of Vijay
sales’offer 3.15
Though there is no significant difference still we can say that customers have rated better for
HyperCity’s price than Vijay sales’.
60
7.HyperCity’s product range Vs Vijay Sale’s product range
Paired Samples Test
Paired Differences
95% Confidence
Interval of the
Pair HyperCITY's Stock Range
.048 1.256 .097 -.144 .239 .491 167 .624
1 - VSP's Stock Range
Std. Error
Pair HyperCITY's Stock Range 3.19 168 1.026 .079
1 VSP's Stock Range 3.14 168 .877 .068
Hypothesis:
Ho: There is no significant difference in HyperCity Product range and Vijay sale’s Product
range.
H1: There is significant difference in HyperCity Product range and Vijay Sale’s Product
range.
Analysis:
reject H1 hypothesis i.e. there is no significant difference in the Product range offered by
both the stores.
sales’offer 3.14
HyperCity’s range of products than Vijay sales’.
61
7.HyperCity’s CSA knowledge Vs Vijay Sale’s CSA knowledge
Paired Samples Test
Paired Differences
95% Confidence
Interval of the
Pair HyperCITY's Customer
1 Associates - VSP's .018 1.307 .101 -.181 .216 .177 168 .860
Customer Associates
Std. Error
Pair HyperCITY's
3.28 169 .940 .072
1 Customer Associates
VSP's Customer
3.27 169 1.009 .078
Associates
Hypothesis:
Ho: There is no significant difference in HyperCity CSA Knowledge and Vijay sale’s CSA
Knowledge.
H1: There is significant difference in HyperCity CSA Knowledge and Vijay Sale’s CSA
Knowledge.
Analysis:
reject H1 hypothesis i.e. there is no significant difference in the Product range offered by
both the stores.
sales’offer 3.27
HyperCity’s CSA knowledge than Vijay sales’.
62
Phase 3
Objectives:
 Analyzing the sales of Multimedia section of HyperCITY,

Vashi during the period of 5th May, 2010 to 25th July, 2010
 Finding the reasons behind the loss of sale
Weekly sales and target in Multimedia Section ,Vashi from 3rd May -25th July
Week No. Target Sales Variance Week
63
1 514000 384000 -25% 3rd May - 9th May
2 463000 729000 57% 10th May - 16th May
3 503603 510719 1% 17th May - 23rd May
4 514000 685000 33% 24th May - 30th May
5 661000 704000 7% 31st May - 6th June
6 612000 542000 -11% 7th June - 13th June
7 576000 725000 26% 14th June - 20th June
8 600000 558000 -7% 21st June - 27th June
9 583326 640942 10% 28th June - 4th July
10 540000 391000 -28% 5th July - 11th July
11 569010 465384 -18% 12th July - 18th July
12 545795 899236 65% 19th July - 25th July
1000000
800000
600000
Sales
400000 Target
200000
0
1 2 3 4 5 6 7 8 9 10 11 12
64
Before joining the HyperCITY multimedia department,the department didn’t meet the
targets. In April the target achievement was just 92% of the given target. But in month of
May, June, July the department achieved its target. Hypercity Vashi takes an initiative to
celebrate CDIT week which was from 28th june -4th of july
In this week without any additional help the team decided to increase the sales atleast 30%
above the target. During this week the customer service desk regularly kept announcing the
product range available in CDIT section, the offers that is given by the Hypercity.
The CSA standing at checkout counter directed the customer towards the CDIT
section,communicating the offers properly. The trolley boy told the customer about the
CDIT section while assisting him.
Result :
The result of the CDIT week was really very surprising and motivating. The week before
CDIT focus week we were not able to achieve the target and were short by 7%.but during the
CDIT focus week we achieved the target by a whopping 10%.the CDIT week was a total
success.
Reason behind the success :
It was decided very earlier that we are not going to take the help of marketing team and the
VM team who takes care of internal promotion of the store.
The main reason behind the success were not leaving any of customer alone,attending each
and every customer and helping them out buying the product. If we really attend the
customer the chances of the conversion increases and that was proved.
The store operation makes sure about the inventory of the product in order to reduce the loss
of sale.
65
The above graph shows the monthly sales of multimedia section which clearly shows that in
each of the three months May-July targets were achieved.
Loss of Sales
Reason for loss of Sale:
 Poor inventory control

 High price
 Absence of the new model
 Poor customer assistance
 Lack of the finance option
 Display piece
 Poor product knowledge
 Poor brand recall as a destination store in White Goods Section.
66
LEARNINGS
Process
This section will brief on various processes on which I got a hands-on experience while my
three months stint with HyperCity.
67
Global Count:
Global count is done to ensure there is no mismatch in the quantity of products in hand and
in the MMS (Merchandise Management System).in multimedia section Global count is done
for the Mp3 players/Ipods on a daily basis twice ,before opening of the store and during
closing of the store.
Price Checker:
This is done to ensure that the barcode and shelf edge on/for the respective product correctly
displays the latest HCP(HyperCity Price)which is cross-checked from the MMS.A report is
generated which gives list of errors if any. The report is duly signed by the service manager
after all the listed errors are rectified, which is done by preparing a new barcode and shelf
edge label.
RTV (return to vendor)
Sometimes the products has to be sent to the vendor back following few reasons viz.
defective product, products that are not moving etc. This process includes creating a memo
called return to vendor book memo(RTBM) which lists the name of the product its SKU no. ,
quantity and the reason stating why it is returned duly signed by the service manager
followed by a cross checking done by the person from the receiving end who signs the memo
before handing it over to the vendor.
MERCHANDISING
1) End to end merchandising:
 This is one of the standard rule of merchandising which hyperCITY follows it
basically cover few important points like:
68
 It should always start from left.
 The height of the product should be placed in the increasing order.
 There should be no space or minimum space between the products. Space should be
utilized in best possible manner.
2) Ticketing:
Ticketing is nothing but the display of the FAB (feature attributes and benefits), shelf
edge,talker etc.
3) Shelf Talker:
Shelf talker as the name suggests it talks (describes) about features and benefits of product
also displays the price of the product.
4) FAB (feature attributes and benefits):
It is similar to shelf talker only difference is that it is for products that are not displayed on
shelf or racks.
5) Cross merchandising:
Cross merchandising is a way of merchandising two different products which are

supplementary to each other.
 Merchandising ear-phones along with Ipods and Mp3 players.

 Merchandising CDs/DVDs along with DVD Player.
RECOMMENDATIONS & SUGGESTIONS

 The research indicated that customers are not happy with HyperCity’s price so they
must try to bring about some changes in their pricing policy.
69
 The research indicated that customers are not very satisfied with the offers so provide
better offers.
 Make the customers aware of the benefits of loyalty card.
 Revamp the delivery process.
 The research has indicated that stock unavailability is a major problem faced by
HyperCity,proper solution or way must be designed to avoid such situations.
 Customers must benefit through the loyalty card,by providing a mere Rs.100/- off on
LCD television for card holders doesn’t server the purpose.
 HyperCity has an edge over it competitors namely Croma, and Vijay sales with
respect to the location.Accessibility by both roadways and railways is much
convenient to HyperCity and must use it to the full core.
 Though customer associates have fair knowledge about the products a complete
knowledge is the need of the hour.Giving in to the queries of customer will eventually
lead to loss of sale and more worse is an unsatisfied customer.
 Be customer centric ,understand what a customer needs and serve them.
 Latest product should be available.
 Tie ups with more banks to provide better financing options to wide range of
customers.
CONCLUSION
70
The main aim of the project was to understand the customer behavior while buying high-end
consumer durable products,it can be concluded that though the influencer can be any one
from the family the decider and buyer is the working member of the family which can be
substantiated by the figures obtained from the research ,121 males out of 191 out of which
109 is either serviceman or self employed.
Also understood that price is the most important parameter what a customer looks for first
followed by delivery time/process and product range. So if HyperCity can mend its pricing
policy a bit it can emerge as best place to shop for the white goods.
Bibliography
71
Business: Unshackling the chain stores; Retailing in India. ( 2008, May 31). The Economist ,
p. 80.
Chattopadhyay, A. (2004). Retail Boom Will Impact Economy: Wholesale. ISBinsight .
(May 2008). Consumer Durables Market in India. Koncept Analytics .
Gagnon, J. L. (2005). Retail in 2010: A World of Extremes. Journal of Strategy &

Leadership , 25.
INDUSTRY & SERVICES. (n.d.). Retrieved from India in Business:

http://www.indiainbusiness.nic.in/industry-infrastructure/service-sectors/retailing.htm
Industry, A. r. (n.d.). Retrieved from Corporate Catalyst India:

http://www.cci.in/pdf/surveys_reports/consumer-durables-sector.pdf
Kokatnur, S. S. (Aug 2009). Impact of Supermarkets on Marketing Strategies of Small

Stores. IUP Journal of Management Research , 77.
McKinsey, O. r. (n.d.). Retrieved from The Hindu Businessline:

htp://www.thehindubusinessline.com/2008/09/26/stories/2008092650420700.htm
Morganosky, M. (1997). Retail Market Structure Change: Implications for Retailers and
Consumers. International Journal of Retail & Distribution Management , 269-274.
Padmanabhan. (2009). India retail: Foreign chains eye the potential, but will they succeed?
INSEAD Article.
Seiders K, S. C. (2000). The Impact of Supercenters on Traditional Food Retailers in Four

Markets. International Journal of Retail & Distribution Management , 181-193.
Shamdasani, P. (June 2004). Small Retailers Will Survive, The Wal-Marts: Shamdasani.
ISBinsight .
Sharma, V. K. (2010, Feb 13). Retrieved from DNA:

http://www.dnaindia.com/money/report_consumer-durables-are-no-longer-luxury-
items_1347085
Why hypermarts are a hit in India. (2006, September 15). Retrieved from Rediff:
http://www.rediff.com/money/2006/sep/15spec.htm
Worthington, H. A. (2000). Local Resistance to Larger Retailers: The Example of Market

Towns and the Food Superstore in the UK. International Journal of Retail & Distribution
Management , 207-216.
72
QUESTIONNAIRE
Queno:............................
Section:...........................
Q.1How often have you visited the following stores in the last one months?
Never 1-3 times 4-6times More than 6

times
Hypercity
E-Zone
Croma
Vijay sales
Q.2Rate 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 E-Zone Croma Vijay sales
Price
Offers
Product Range
Stock availability
Customer
Associates
helpfulness
Delivery time
Q.3Rate these parameters based on how important they are to you ( 1-not at all imp, 2-
not imp, 3-neither, 4-important, 5-very imp)
73
Price 1 2 3 4 5
Offers 1 2 3 4 5
Product Range 1 2 3 4 5
Stock 1 2 3 4 5
availability
Customer 1 2 3 4 5
Associates
helpfulness
Delivery Time 1 2 3 4 5
Q.4 Which newspaper do you read most frequently?
TOI DNA MumbaiMirror HT
Q.5 How many times have you noticed Hypercity advertisements in the newspaper in
the last 6 months?
Not seen 1-3 times 4-6 times more than 6 times
Q.6 Have you made any purchases from our (HyperCITY, Vashi) electronics section ?
Yes (Please specify item/s....................................................................................)
No (please discontinue)
Q.7 Indicate whether you have availed of the following at Hypercity.
Extended Warranty Yes No
Membership card, Discovery Card Yes No
74
Q.8 Please indicate your area of residence
Name of area: ...........................
Distance from the store: 0-2km 2-4km 4-6km 6-8km >8km?
Q.9 Your age : 18-24 25-34 35-44 45-54 55-64
Q.10 Occupation: Service Self Employed (Businessman) Student
Q.11 Gender: Male Female
Q.12Marital Status: Married Unmarried others
Q.13 Monthly Household Income(Rs): <30,000 30,000- 50,000 50,000- 1 L 1 L- 2 L

>2L
Thank you for your cooperation.
75

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PROJECT REPORT

“UNDERSTANDING CONSUMER BEHAVIOUR TOWARDS CONSUMER

Under the guidance of

Industry Guide Faculty Guide

Mr. Arvind Sathu, General Manager Prof. Shelja Jose

A special thanks is extended to Mr. Siddharthan M. (Vice President, Operations,

III. REVIEW OF LITERATURE.........................................................................................11

VI. FINDINGS ....................................................................................................................19

 COMPETITOR CUSTOMER PROFILING

 SALES OF MULTIMEDIA DEPT.

VIII.RECOMMENDATIONS & IMPLICATIONS……………………………………….70

The organized retail industry:

Organized trade in India is highly under-developed as compared with other emerging

Role of customer profiling in retailing-

Customer profiling benefits:

Understand Untapped Market Potential-

Introduction of the company-

Vision-To be an integral part of customer lives, by offering them a high quality

HyperCITY Discovery Club:

Now, shopping at HyperCITY is an even more

Pick your favorite books, magazines, movies or the

HyperCITY Extended Warranty:

Now recharge your mobile, pay your bills at Vodafone gallery

Restaurants & Cafés:

Sit down for a relaxing cup of coffee, pick a wine, enjoy a

Kodak Picture Kiosk:

Make something special in seconds. It's easy! There's always

Total number of stores and recent openings:

Consumer Durable Market:

Entry of heavyweight retail players is increasing competition. Competitive evolution of

a. To find out the demographics of HyperCITY customer

b. To find out the frequency of visits of hyper CITY customers

c. To find out the overall satisfaction level of HyperCITY customers

b. The demographic of competitor’s customer.

The Third phase deals with the following important objectives:

Another instrument used to collect the sample was by observation method.

The following are a few situations:-

 To evaluate the effectiveness of display of Dunlop Pillow Cushions-In a departmental

Advantages of Observation Method:

 The biasing effect of interviewers is either eliminated or reduced. Data collected by

Administration of the survey:

Convenience sampling sometimes known as grab or opportunity sampling is a type of non -

Sample size calculation:

Std. deviation =1.522

N = [Z *STD. DEV/E] 2 = (1.96* 1.522/ 0.20)2

Data Analysis and Results:

A. Sample Profiling of customer-

No.of Customer visiting

1-3 times 4-6 times More than 6 times

Age group of customers

Occupation of customers visiting HyperCity

Marital Status of customers visiting

Newspaper frequently read

8) Bar chart showing the percentage of advertisement noticed in the newspaper

11)Bar chart showing customer rating of parameters

A. Frequency of visit to HyperCity on the basis of age:

Frequecny of Visit to HyperCITY in a

Frequecny of Visit to HyperCITY in a

Ho: There is no significant difference between the frequency of HyperCITY visits in a

Frequecny of Visit to HyperCITY in a

H0: There is no significant difference between the frequency of HyperCITY visits in a

Frequecny of Visit to HyperCITY in a

N = [Z STD. DEV/E] 2 = (1.96 1.522/ 0.20)2