SUMMER INTERNSHIP PROJECT ON A STUDY OF

CUSTOMER BUYING BEHAVIOUR TOWARD LULU

HYPERMARKET
In partial fulfillments of the requirements for the awards of the
Degree of
Master in Business Administration(MBA)
Submitted by
( Muskan Mishra)
(AKTU Roll No. : 2201060700128)
Submitted to (Mrs.
Pallavi pathak)
Assistant Professor
School of Management Sciences, Varanasi(An
Autonomous College)
Affiliated to
(Dr. A.P.J. Abdul Kalam Technical University, Lucknow)

pg. 0

1
 Declaration

I am composing to inform you that the project entitled “ A study on a customer satisfaction
level towards lulu hypermarket” submitted to the school of management and sciences is the
record of work done by me under the guidance of Mrs.Pallavi pathak(Assistant professor)
and this project is done in the partial fulfillments of the requireme-nt for the award of the
degree of Master of Business Adminstration. The project work I completed served as the
basis for the report ;it was not an imitation. Throughout the project’s execution, I overcame
a few obstacle, but I persisted to make sure the end product was high of quality.

Muskan Mishra

2
 Acknowledgment

This paper is the result of many hours of effort and assistance. I would like to express
my sincere gratitude and indebtedness to my project to the organization and its
management for providing us the necessary aid and guidance.

I am immensely grateful to Mr. Noman Aziz Khan(General manger) for providing me

opportunity to prove my skill and shoulder the responsibility through this survey report
I would also like to convey me sincere Gratitude to “Shivam Yadav (HR Executive)”
for his valuable guidance and suggestion while pursuing the project and for taking pain
to give his valuable input to structure the report. Without
His help and valuable input and guidelines, the completion of this project would not
have been possible.

I am appreciative of my educational institution , the School of management sciences

,for giving us the tools and supportive atmosphere we needed to carry out this research
I am thankful to our college dean Dr.PN Jha and coordinator Dr. Amitabh pandey for
providing excellent infrastructure and a nice atmosphere for completing this project
successfully. My mentor Mrs. pallavi pathak, has provided me with significant
guidance and assistance during project ,which has fostered my academic advancement.

Finally ,i would want to thank our friend and family for the support ,tolerance and
comprehension along this journey . Thier unfailing support gave me the will to
continue and conquer obstacles.

It would not have been possible excluding the support of any of the above mentioned
people and institution .This report is a amalgation of hard work and support

Muskan Mishra

3
 Preface

Customer happiness is a key performance indicator that reflects a company's longevity

and success in the ever-changing retail industry. Renowned for its wide reach and
dedication to fulfilling the many demands of its clientele, Lulu Hypermarket has
garnered attention as a major participant in the retail sector. This research explores the
complexities of customer satisfaction with Lulu Hypermarket in an effort to identify the
elements that influence the favourable or unfavourable opinions that its customers may
have of it.
Global economic fluctuations, changing consumer preferences, and technology
breakthroughs are all driving constant change in the retail industry. In light of this, it is
crucial for companies looking to not just survive but also flourish in the cutthroat
industry to comprehend the fundamentals of customer happiness. Lulu Hypermarket
presents an intriguing case study for examining the subtleties of consumer satisfaction
and the factors that influence their entire shopping experience because of its extensive
range of goods and services.
This research is motivated by the recognition of the significance of customer
satisfaction in building brand loyalty, fostering positive word-of-mouth, and ultimately
influencing the success of a retail establishment. By conducting a comprehensive
analysis of consumer perceptions towards Lulu Hypermarket, this study aims to provide
valuable insights that can inform strategic decisions for both the business and the
broader retail industry.

The goal of this study is to gather important information that will help guide strategic
decisions for Lulu Hypermarket and the retail industry as a whole. To this end, a
thorough examination of consumer impressions of the store will be conducted.
The report is organised logically, starting with an overview of the goals of the study,
then moving on to a review of pertinent literature, a thorough methodology section that
describes the research strategy, and the data gathering and analysis techniques used. The
study's results will then be presented and examined, providing insight into the different
facets of customers' happiness with Lulu Hypermarket. Ultimately, the research will
wrap up with a summary of the most important lessons learned and suggestions for
retail industry stakeholders.

Muskan Mishra

4
 TABLE OF CONTENTS

S. No. Particulars Page No.

SECTION – A

1. Introduction 1
1.1 Industry Overview
2

1.2 Company Overview 19

SECTION – B

1. Introduction

1.1 About the project 52

1.2 Objectives of the project 62

1.3 Rationale for the study 63

1.4 Importance of the project 67

2. Literature Review 72

3. Research Methodology 74

4. Limitations 76

5. Data Analysis & Interpretation 77

6. Conclusion from the work 95

7. Suggestions & Recommendations 96

8. Annexure 97

9. Bibliography 101

5
 CHAPTER -1

INTRODOCTION OF INDUSTRY

6
 INTRODUCTION
RETAIL INDUSTRY OVERVIEW

The retail industry is a diverse and dynamic sector that encompasses the sale of goods and
services to consumers. It plays a crucial role in the global economy, serving as a bridge between
manufacturers or producers and end-users. Retailing involves a variety of activities, from
procurement and merchandising to marketing and sales.
Key components of the retail industry include:
Types of Retailers:
Brick-and-Mortar Retailers: These are traditional physical stores where customers can buy
products directly.
E-commerce Retailers: These operate online, allowing customers to shop and make purchases
through the internet.
Omnichannel Retailers: These integrate both online and offline channels to provide a seamless
shopping experience.
Retail Categories:
Department Stores: Large stores offering a wide range of products across multiple categories.
Specialty Stores: Focus on a specific product category, such as electronics, clothing, or home
goods.
Supermarkets and Grocery Stores: Sell food and household items.
Discount Stores: Offer products at lower prices than traditional retailers.
E-tailers: Conduct business primarily online.
Supply Chain Management:
Retailers manage complex supply chains involving manufacturers, distributors, and logistics
partners to ensure products are available to meet customer demand.
Merchandising:
Involves selecting, displaying, and pricing products to attract customers and drive sales. It
includes product assortment planning, inventory management, and visual presentation.
Marketing and Advertising:
Retailers use various marketing strategies to promote their products, including advertising,
promotions, loyalty programs, and social media marketing.
Technology in Retail:
The retail industry has been greatly influenced by technology, with the rise of e-commerce,

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mobile shopping apps, and innovations such as virtual reality and artificial intelligence
enhancing the overall shopping experience.
Customer Experience:
Retailers strive to create positive and memorable experiences for customers, both online and in-
store. This includes customer service, convenience, and personalized interactions.
Trends in Retail:
Trends in the retail industry can include sustainability, digital transformation, the integration of
data analytics for decision-making, and the evolution of customer preferences.
Globalization:
Many retailers operate on a global scale, either through physical stores or online platforms,
contributing to the interconnectedness of the global economy.
Challenges:
Retailers face challenges such as competition, changing consumer behavior, supply chain
disruptions, and the need to adapt to rapidly evolving technologies.
The retail industry is highly competitive and continuously evolving, driven by consumer
preferences, technological advancements, and economic trends. Successful retailers are those
that can adapt to these changes and provide value to their customers.

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 COMPANY OVERVIEW

The successful commercial entities of LULU GROUP INTERNATIONAL (LuLu Group) are
situated in strategic places across the globe. The conglomerate is highly diversified. With an annual
turnover of USD 8 billion, LuLu Group, founded by the renowned business visionary Yusuff Ali
M.A., has emerged as a major player in the Gulf region's economic status. With its global
headquarters located in Abu Dhabi, the capital of the United Arab Emirates, the company is well-
known for offering a diverse variety of international commercial ventures, including hypermarket
operations, shopping mall development, products manufacture and trading, hospitality assets, and
real estate. The majority of LuLu Group's operations are in 23 nations in the US, Europe, Asia, and
the Middle East.

led by Yusuff Ali M.A., the managing director and chairman

a significant participant in the Middle East's economic landscape, employing over 65,000 people
and generating USD 8 billion in revenue annually
Global operations include business units in the retail sector for the well-known hypermarket brand,
shopping centres, locations for food processing facilities, wholesale distribution, lodging
establishments, and real estate development.
Retail establishments may be found in the United Arab Emirates, India, Saudi Arabia, Qatar,
Bahrain, Kuwait, Oman, Egypt, Malaysia, and Indonesia; distribution firms can be found in the US,
Europe, the Middle East, and the Philippines; more trading offices are anticipated to open in Turkey
and Vietnam.

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CHAIRMAN AND MANAGING DIRECTOR OF LULU GROUP INTERNATIONAL

YUSUFFALI M.A

10
 LuLu Hypermarket

The most coverage of its primary activities is found in the retail section of LuLu Group
International (LuLu Group). With its "LuLu Hypermarket," LuLu Group introduced the
hypermarket industry to the area and went on to create an impressive portfolio of retail centres. In
the GCC, Egypt, India, and the Far East, the LuLu Group currently runs 24 shopping centres and
260 LuLu stores. Due to their improved services, product categories, amenities, and design layout,
these two prosperous businesses have emerged as the cornerstone of new retail benchmarks .

As the retail chain with the quickest growth in the Middle East and Asia, LULU HYPERMARKET
was founded in the early 1990s. The most popular one-stop shop in the market, it operates in the
UAE, India, Saudi Arabia, Bahrain, Kuwait, Oman, Qatar, Egypt, Malaysia, and Indonesia and
offers a pleasant environment for shopping at cheap prices. With over 1,100,000 customers served
every day, it firmly upholds its slogan, "where the world comes to shop," by providing a vast array
of high-quality product options for its diverse and multicultural customer base.

MANFACTURING AND PROCESS

Food and consumer items are supplied by LuLu Group International (LuLu Group), one of the
major suppliers in the area. Due to its dedication to ensuring the prompt and sufficient retail
availability of high-quality products, FAIR EXPORTS developed two of the biggest food
production facilities in India. Mumbai and Uttar Pradesh are the locations of its manufacturing
facilities.

Its primary activity is the production of meat, with a restricted concentration on producing
outcomes of the highest calibre. Meat is processed in accordance with Islamic customs and in the
most hygienic manner possible at every stage, from the purchase of healthy animals to the final
packaging. Fair Exports exports fresh fruits, vegetables, spices, and clothing in addition to meat.

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Over the years, Fair Exports has received worldwide certifications from the worldwide
Organisation for Standardisation and Hazard Analysis Critical Control Point in addition to
important recognitions from other Indian government agencies.

The LuLu Group has introduced its own-label products, mostly under the LuLu label and other in-
house brands, in an effort to keep coming up with innovative new solutions for its customer base.
More than five thousand products have been released, with a focus on frozen food at first, and
thereafter a collection of non-food items. These products undoubtedly follow tight quality
standards, whether they are regional mainstays or well-known international names.

12
 Industry growth rate and projection vis a vis GDPGrowth.

As of my last knowledge update in September 2021, I don't have access to specific,

up-to-date financial data for Lulu Mall or information on its growth rate and
projections vis-à-vis the GDP growth. Additionally, financial data and projections for
individual shopping malls like Lulu Mall are typically not publicly disclosed in the
same way thatnational GDP figures are.

However, growth of a shopping malllike Lulu Mall might relate to the broader
economic factors, including GDP growth:

Correlation with Economic Growth: The performance and growth of shopping malls,
including Lulu Mall, are often correlated with the overall economic growth of the
region or country where they are located. When the economy is growing, people tend to
have more disposable income, which can lead to increased consumer spending at malls.

Retail Sector Growth: The retail sector is a significant component of many

economies, and its growth can contribute to overall GDP growth. As GDP grows, so
does the potential for increased retail activity, including shopping mall sales.

Consumer Confidence: Consumer confidence plays a crucial role in the performance of

shopping malls. When consumers are optimistic about their economic prospects, they
are more likely to spend, boosting the performance of malls.

Regional and Local Factors: The growth of a specific mall like Lulu Mall can also be
influenced by regional and local factors, such as population growth, urbanization, and
competition from other retail establishments.

Industry Trends: The retail industry is subject to trends and shifts in consumer
behavior, including the growth of e-commerce. Malls often need to adapt and innovate
to stay competitive in the face of these changes.
To get specific growth rate data and projections for Lulu Mall, you would need to
consult official reports or financial statements from the Lulu Group or relevant
authorities. These sources can provide insights into the mall's performance, revenue,
and growth strategies.

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COMPANY VISION ,MISSION, COMMITMENT

VISION

To become a genuinely global retail brand by continuing to hold the top spot in the organised retail
sector within the regions it serves and making an effort to be the employer of choice for its diverse
workforce.

MISSION

To offer consumers an unparalleled shopping experience that offers unrivalled value in terms of the
calibre of goods and services, all the while keeping an eye out for new market opportunities and
enhancing the value of its relationships with other businesses.

COMMITMENT

LuLu constantly aims to uphold moral business conduct in every aspect of its operations, from
sourcing goods from around the globe to offering them in all of our stores at the best possible price,
all with the goal of making people happy and putting a smile on their faces.

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SWOT ANALYSIS OF INDUSTRY

STRENGTH

➢ 32%GCC market share.

➢ Wide network of store and presence in middle east countries.
➢ Operates across major business segment like retail store ,real estate,hospitality.
➢ Awarded and recognized by government of many countries and by many reputed
organizations.
➢ Expanding operation by setting up new plants, parternship etc.

WEAKNESS
.
➢ Neglected customer feedback.
➢ High fixed cost incurred in the hypermarket business.
➢ Lack of trending product.

OPPORTUNITY

➢ Expand supermarket to new area or countries.

➢ Own label product.
➢ Territory expansion in vision state of India.
➢ Customer loyality programs.
➢ Increasing sales through e-commerce channel.

THREAT

➢ Competitor – Bharti Retail, reliance digital.

➢ Political Instability.
➢ Increased competition from online channel can impact the sales of the
➢ Hypermarkets.
➢ Supply chain crises can cause disruption.

15
Major player in market

16
17
 INTRODUCTION OF LULU MALL LUCKNOW

Strategically situated on NH 27, the Lucknow-Sultanpur National Highway, LuLu Mall Lucknow
is a 4-lane, 126-kilometer stretch of road on Amar Shaheed Path with a service road specifically
designated for the mall. The airport and city centre can both be reached about 20 minutes from the
mall. Situated in Sushant Golf City, the mall spans 1,85,800 square metres in complete
development. Luxurious homes, educational facilities, clubs, hospitals, and an amazing 18-hole
golf course across 6.8 lakh square metres are all part of the mixed-use Sushant Golf City complex.

Around 300 domestic and international companies will be housed in the mall, which also has a
6000 square metre family entertainment centre and a 1600 seat food court with a variety of dining
options. A multi-level car park that is immediately connected to the mall on all floors is part of the
parking facility of the mall, along with a highly advanced traffic control system. For residents of
Lucknow and the surrounding cities, Lulu Mall Lucknow will be a destination mall.

Lucknow, Uttar Pradesh is home to the shopping centre LuLu Mall. With a total constructed area
of 19 lakh square feet, spanning 45.9 acres (18.6 ha), it is among India's biggest malls. The 6000
square metre space will house about 300 domestic and international brands. A total of 1,85,800
square metres make up the complex where the mall is situated—Sushant Golf City. A stunning 18-
hole golf course covering 6.8 lakh square metres is part of the mixed-use Sushant Golf City
complex, which also features opulent homes, clubs, hospitals, and educational facilities.(Source: )
Former Uttar Pradesh Chief Minister Shri Yogi Adityanath inaugurated the mall on July 11,
2022.**[2]**.

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It was created by architects in the UK, and its modern art theme set a standard for the design and
architectural sectors. With its smart space organisation and infrastructure, the mall was unlike any
other. It blended inventive design with local stories in a way that was distinctive. Together with
introducing the idea of a "High Street" with "Piazzas," which was influenced by traditional
architecture, its extraverted architectural projection blended in with the street. Natural light may
enter the interior while being protected and using less energy thanks to the pointed arch shape of
the skylight.

It is one of the most popular locations in Uttar Pradesh, drawing more than 80,000 visitors per day
on average. On its first day of business earlier this week, the recently opened LuLu Mall
welcomed up to 1 lakh visitors. The main draws for tourists have grown to be the indoor family
amusement facility Funtura and the flagship Lulu Hypermarket operated by the LuLu Group.[4]
This project was expected to cost around ₹2,000 crore.(5) LuLu Group International, based in Abu
Dhabi, is the property's owner and manager. The stores and eateries within LuLu Mall are
franchised by Tablez, the retail operations organisation owned by Lulu Group.

LULU HYPERMARKET.
LULU CONNECT.
LULU FASHION STORE.

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20
About lulu connect lucknow

The international corporation LuLu Group India's electronics retail division, LuLu Connect
lucknow, focuses on selling appliances and electronics. The store offers a large selection of goods,
including house brands and high-end brands like Samsung and Apple. By putting all technological
products under one roof, it offers a cutting-edge shopping experience. In addition, the store sells a
large selection of electrical goods from premium and house brands, ranging from kitchenware and
domestic appliances to wearable electronics like televisions and smartphones. It's a gadget lover's
delight because it also provides the sale of just introduced devices on the day of their launch.

Lulu connect is digital and ectronic megastore located within lulu that provide easy accses to
technology for its patrons . it has a number of digital and technology brands. Customer of lulu
mall trust connect for professional purchasing guidance, first –rate post-purchase assistance
and exceptional guidance and promotion.

About lulu fashion store lucknow

The worldwide LuLu Group India owns the clothes and accessory store LuLu Fashion Store
Thiruvananthapuram. Customers may choose and buy their chosen clothing under one roof thanks
to the store's selection of both domestic and foreign current fashion trends for men, women, and
kids of all ages, in addition to house brands. In addition, eco-friendly apparel options are available
in the store, carefully chosen to suit the tastes of the patrons and the latest fashions.

Customers can try on different outfits in a private place by using the roomy and well-lit fitting
rooms. Chic Elegance provides a wide selection of accessories, such as fashionable purses and
statement jewellery, to complement the newest fashions in apparel. This enables clients to
accessorise their ensembles with style.

The business frequently holds unique events to foster a sense of excitement and camaraderie among
its customers, such as fashion shows or invitation-only preview nights. The store's dedication to
creating a community of style-forward individuals is shown in the social media walls that are
covered with photos of happy customers wearing Chic Elegance ensembles.

21
About lulu supermarket lucknow

The strategic layout of supermarkets within retail centres is intended to maximise the client
experience. Fresh fruit, dairy, meats, packaged goods, and home items are just a few examples of
the various product categories that have distinct parts in the layout that usually make sense. For
customers using shopping trolleys or baskets, the roomy aisles ensure effortless navigation.
An enormous selection of products is one of the main draws of a mall supermarket. A wide variety
of options are available to customers to cater to their preferences, ranging from international and
gourmet foods to fresh fruits and vegetables. In-store bakeries, delis, and ready-to-eat sections are
convenient options for shoppers looking for quick meals or snacks, and are a part of many
supermarkets.
The supermarket in a mall is more than simply a location to buy goods; it's a multipurpose retail
area that offers modern customers convenience, variety, and interaction, enhancing the whole
shopping experience.

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The company often engages in community outreach and social responsibility
activities, supporting local initiatives and charitable causes.

Value and Objective a company’s

The value and objectives of Lulu Mall, like any commercial enterprise, are driven by its
business model, mission, and vision. While specific details may vary depending on the
location and management, here are some common values and objectives associated with
Lulu Mall:

Values:

Customer-Centric: Lulu Mall typically places a strong emphasis on providing an

exceptional and customer-centric shopping experience. This includes offering a wide
range of high-quality products and services, maintaining a clean and safe environment,
and prioritizing customer satisfaction.
Quality: Lulu Mall is often associated with quality, whether it's in the selection of
tenant brands, the quality of products sold, or the overall presentation of the mall itself.
They aim to provide a premium shopping experience.
Community Engagement: Many Lulu Malls engage with the local communities in
which they operate. This can involve supporting local initiatives, contributing to
charitable causes, and creating spaces for cultural and community events.
Sustainability: Lulu Group International, the parent company of Lulu Mall, has shown
a commitment to sustainability and eco-friendly practices. This value may be reflected
in the mall's efforts to reduce its environmental impact through initiatives likewaste
reduction and energy efficiency

Objectives:

Profitability: Like any business, the primary objective of Lulu Mall is to generate
profits. This includes earning revenue through rent from tenant brands, parking fees,
and a share of sales from certain tenants.

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Customer Satisfaction: Ensuring that customers have a positive shopping experienceis
a core objective. Happy and satisfied customers are more likely to return and spend
more in the mall.

Tenant Attraction and Retention: Lulu Mall aims to attract a diverse and appealing
mix of tenants, which can include international and local brands. Keeping tenants
satisfied and retaining them is essential to the mall's success.

Continuous Improvement: Lulu Mall typically seeks to continuously improve its

operations and services. This involves staying up-to-date with retail trends, upgrading
facilities, and adopting innovative technologies to enhance the overall mall experience.

Market Expansion: Depending on the management's strategy, Lulu Mall may have
objectives related to expanding its presence in existing markets or exploring
opportunities in new regions.

Community Integration: Building strong ties with the local community is often a
long-term objective. This can include hosting events, supporting local talent, and
contributing to community development.

Sustainability Goals: Given the growing importance of sustainability, Lulu Mall may
have objectives related to reducing its environmental impact, conserving resources,
andimplementing sustainable practices throughout its operations.

It's important to note that while these values and objectives are common in the retail
and mall industry, specific details may vary from one Lulu Mall location to another. To
understand the exact values and objectives of a particular Lulu Mall, you may need to
refer to its official website or consult its management or corporate communications.

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 Types of Products and services

Lulu Mall is a prominent chain of shopping malls with locations primarily in India
and the United Arab Emirates. These malls offer a wide variety of products and
services to cater to the diverse needs and preferences of shoppers. Below are the types
of productsand services commonly found in Lulu Malls:

Retail Stores:
Lulu Mall is a vast array of retail stores, including international and local brands. These
stores offer a wide range of products such as clothing, footwear, electronics, appliances,
accessories, cosmetics, and more.

Hypermarkets:
Lulu Hypermarkets are a significant attraction within Lulu Malls. They provide a one-
stop shopping experience for groceries, fresh produce, household items, and more.

Dining and Restaurants:

Lulu Malls feature an extensive selection of dining options, including restaurants, cafes,
fast-food outlets, and food courts. Shoppers can enjoy a variety of cuisines and culinary
experiences.

Entertainment Facilities:
Lulu Malls often include entertainment options such as multiplex cinemas, gaming
zones, arcades, and play areas for children, making them family-friendly destinations.

Electronics and Appliances Stores:

Shoppers can find a range of electronic gadgets, appliances, and home entertainment
products in dedicated stores within the mall.

Fashion and Apparel Boutiques:

Fashion enthusiasts can explore a multitude of clothing stores, boutiques, and fashion
brands offering the latest trends in clothing, accessories, and footwear.

25
Jewelry and Accessories:
Lulu Malls typically features jewelry stores and accessory shops offering a variety of
options, from traditional to contemporary designs.

Beauty and Cosmetics:

Shoppers can find beauty and cosmetic stores offering skincare products, makeup,
fragrances, and beauty services.

Home and Decor:

Stores specializing in home decor, furnishings, furniture, and interior design products
are commonly found in Lulu Malls.

Books and Stationery:

Bookstores, stationery shops, and outlets offering educational materials are available for
book enthusiasts and students.

Sports and Fitness Stores:

Lulu Malls may have sports equipment stores and fitness outlets offering sporting goods
and accessories.

Specialty Shops:
Specialty stores catering to unique interests and hobbies, such as hobby shops, toy
stores, and craft stores, are often present.

Banking and Financial Services:

Some Lulu Malls include bank branches, ATMs, and financial service providers to meet
customers' banking needs.

Health and Wellness Services:

Health clinics, pharmacies, optical stores, and wellness centers can provide healthcare
and wellness services within the mall.

26
Event Spaces:
Lulu Malls may host events, exhibitions, and promotions in dedicated event spaces,
creating a dynamic shopping experience.

Parking and Transportation Services:

Adequate parking facilities and transportation services may be available to
accommodate shoppers.

Customer Services:
Lulu Malls typically offer customer services, including information desks, concierge
services, and facilities for shoppers' convenience.

It's important to note that the specific products and services offered in each Lulu Mall
location may vary, and new stores and services may be added over time to meet
changing consumer preferences and trends. Visitors to Lulu Malls can expect a
comprehensive and enjoyable shopping and entertainment experience.

Size (in term of manpower & turnover) of the company.

The size of Lulu Mall in terms of manpower and turnover can vary significantly
depending on the specific location and the size of the mall. Lulu Mall is a chain of malls
with multiple locations across India and the Middle East, and each mall may have
different characteristics. As of my last knowledge update in September 2021, I can
provide a general idea of the potential size:

Manpower;
Lulu Malls typically employ a substantial number of individuals. The exact number of
employees can vary widely based on the size and facilities of each mall.
Lulu Mall staff may include management and administrative personnel, security
personnel, cleaning and maintenance staff, retail employees working for tenant brands,
and more.

27
Turnover:
The annual turnover or revenue of a Lulu Mall can also vary significantly based on
factors such as location, size, tenant mix, and overall economic conditions.
Some Lulu Malls, especially those in prime locations and large metropolitan areas, can
generate substantial annual turnovers, often in the hundreds of millions of dollars or
more.

It's important to note that Lulu Group International, which operates Lulu Malls, is a
large and diversified conglomerate with interests in various industries, including retail,
hypermarkets, hospitality, and more. Therefore, the financial performance of Lulu Mall
is just one part of the overall business operations of the Lulu Group.

28
Organizational chart

29
A study on the consumer buying behavior towards luluhypermarket
Introduction:
People go through a variety of intricate steps while selecting, paying for, consuming,
and discarding goods and services. This process is referred to as consumer buying
behaviour, consumer behaviour, or consumer decision-making. This phenomenon plays
a key role in corporate strategy and marketing because it enables organisations to better
understand the factors that influence consumer decision-making and adjust their
messaging and offerings accordingly. In order to identify the numerous elements
impacting people's purchase decisions, this intriguing area integrates psychology,
sociology, economics, and marketing.

Consumer purchasing decisions are fundamentally influenced by a widerange of

factors, which can be broadly divided into many important categories:

Personal factors: These include unique traits including age, gender, income,profession,
level of education, and way of life. A person with a higher income may make different
decisions than someone with a lesser income, and a younger person may have different
preferences than an older one.

Psychological Factors: This category includes the mental and psychological elements

30
that impact the behaviour of consumers. Perception, motivation, attitudes, and

beliefs are important constituents.

31
individual's judgement of a product's quality, for instance, might have asignificant
influence on their decision to buy.

Social environment factors include family, friends, culture, and social class.These are
the influences that come from a person's social surroundings.
What people find acceptable or desirable in products or services is largelyshaped by
their cultural background and the norms of their community.

32
Situational factors: These are the external factors that surround the purchase, like
the location, time, or event. For example, one might purchase separate outfits for
work, informal get-togethers, and specialoccasions.

Marketing and Advertising: To influence customers to select their goods orservices,

businesses use a range of marketing approaches and advertising tactics. This covers all
aspects, such as brand image, promotional campaigns, and product design and pricing.

Information Sources: Online evaluations, professional comments, and word-of-

mouth recommendations are just a few of the information sourcesavailable to
consumers. These resources have a big say in whatthey
purchase.

Purchase Decision Process: It's common to characterise consumer purchasing

behaviour as a multi-step procedure. It usually entails identifying the issue, gathering
information, weighing the options, makingthe buy, and evaluating the purchase once it
has been made. Businesses must comprehend this decision-making process in order to
successfully target customers at every level.

Emotions and Experience: Consumer purchasing behaviour is greatlyinfluenced

by emotions. While negative feelings like irritation or disappointment might turn
away customers, positive emotions like exhilaration or satisfaction can promote
brand loyalty.

Customer purchasing patterns can also differ significantly throughout different

product categories. A car or a house are examples of long-term investments that
require different decision-making processes than impulsepurchases like snacks at a
convenience store. To develop successful marketing strategies, organisations must
have a thorough understanding these subtleties.

33
Ultimately, the study of consumer purchasing behaviour delves into the subtleties of
people's decision-making processes around the purchases of goods and services. It is a
dynamic and intricate field. Companies lookingto connect with and please their target
audience must comprehend this process, which is influenced by a wide range of
personal, psychological, social, and situational aspects.

Maslow’s Hierarchy of Needs

A psychological theory known as Abraham Maslow's Hierarchy of Needsexplains the

hierarchy of human needs, which ranges from more fundamental physiological
demands to higher-level wants related to self-actualization. Although it wasn't
created to explain consumer purchasingbehaviour, consumer behaviour researchers
and marketers have found it helpful in comprehending how wants and motives affect
consumers' decisions to buy.

Marketers must comprehend the hierarchy of demands in order to effectively analyse

consumer purchasing behaviour. It facilitates the alignment of their marketing tactics,
goods, and services with the particularrequirements and driving forces of their target
market. People's purchase decisions might differ greatly depending on where they are in
the hierarchy.As an example:

34
Marketers can highlight the useful features, cost, and safety aspects of their
products in order to appeal to customers with lower-level demands(safety and
physiological).

Marketers might design ad campaigns that stress relationships and social

connections, emphasising how their goods and services can improve these facets of
life, in order to target customers with demandsfor belongingness and love.

Marketers can concentrate on branding, status, and prestige, demonstrating

how their products can satisfy consumers driven byesteem demands.
Marketers can emphasise branding, status, and prestige to consumersdriven by
esteem demands by demonstrating how their products can raise the customer's
sense of self-worth.

Marketers should place a strong emphasis on personal development,self-

expression, and the distinctive and transforming aspects of theirexperiences or
products in order to appeal to individuals who are looking for self-
actualization.

Businesses can better connect with customers and meet their unique needs and
aspirations at various levels of Maslow's Hierarchy of Needsby understanding how the
hierarchy affects consumer purchasing behaviour and tailoring their marketing
messages, product offers.

35
Customer descion making process

36
Customer decision making process

The development of customer decision-making models is just one of the many

noteworthy contributions made to the field of marketing by well- known marketing
expert and author Philip Kotler. Referred to as the "Five-Stage Model," Kotler's
consumer decision-making process is a basic framework that aids marketers in
comprehending how customers make decisions while making purchases of goods or
services. The five main stepsof this paradigm are identification of the problem,
information search, alternative assessment, purchase choice, and post-buy behaviour.

Problem Recognition: The initial step in the decision-making process for

consumers is problem recognition, during which they recognise a need or an issue that
can be resolved by a purchase. A number of things, such running out of a product,
discovering a new need, or being affected by outside stimuli like advertising, might
cause this realisation to occur. By positioning their goods as answers to customers'
problems, marketers hopeto raise awareness of this issue.

Information Search: The consumer starts an information search as soon asthey

identify the issue. During this phase, data on possible solutions must be gathered from
both internal and external sources. Personal experiences and expertise are examples of
internal sources, whereas reading reviews, talking to experts, or asking friends for
guidance are examples of externalsources.

Assessment of Alternatives: Following information gathering, customers

assess the available options. To choose the one that best suits their wants and tastes,
they evaluate the qualities and aspects of several goods and

37
services. To favourably affect consumers' decisions, marketers must drawattention to
the advantages and special features of their products and services, setting them apart
from rivals.

Purchase Decision: The consumer chooses which good or service to buy. This phase
involves a number of considerations, such as cost, accessibility, and individual
prejudices. Discounts, promotions, and sales incentives are afew tactics that marketers
might use to persuade customers to complete the transaction.

Post-purchase Behaviour: The process continues throughout the post-buybehaviour

stage, which follows the actual purchase. Customers evaluate their degree of
satisfaction with the product after purchasing it. Positive post-purchase satisfaction
results if the product fulfils or beyond their expectations. In contrast, if the product
doesn't live up to expectations, customers could be unhappy and might even return it
or spread bad news.Since happy customers are more likely to stick with a brand and
recommend it to others, marketers need to concentrate on making sure thatcustomers
have a positive post-purchase experience.

The dynamic aspect of consumer behaviour is highlighted by Kotler's model of the

consumer decision-making process. Customers may start thisprocess at a different
point based on their requirements, experiences, and past knowledge. It also highlights
how outside influences—such as social,cultural, and psychological elements—affect
every phase of the procedure.Cultural norms and beliefs, for
instance, might influence a consumer's ability to identify an issue, and
social influences can impact how theyassess their options.
The approach also acknowledges the part that advertising and marketing play at each
level. Marketers employ a range of tactics to help consumers make decisions, from
raising awareness and piqueing interest to supplyingconvincing data and incentives to
encourage a purchase.

The decision-making process of consumers has been further impacted bysocial

media, e-commerce, and online information sources in the current

38
digital era. The availability of product information and reviews to consumers has
never been greater, which highlights the importance ofthe information search and
evaluation phases. Online communities andsocialmedia also have a big impact on
how people behave after making purchases and how other people make decisions.

Factor influencing buying behaviour of consumer

39
Renowned marketing expert Philip Kotler has done a great deal of researchon
consumer behaviour and marketing, and he has found a numberof
elements that affect customer purchasing decisions. Businesses must comprehend these
elements in order to promote their goods and services inan efficient manner. Here are
some of the crucial elements he found and hisdetailed explanations for:
Cultural factor
Culture: Culture is the set of shared values, beliefs, practises, and conventions
within a society. It has a big impact on how people shop. When creating products,
ads, and promotions that fit the targetculture,marketers need to take cultural
considerations into account.
Subculture: A subculture is a smaller subset of a larger culture that has similar
beliefs or traits. Subcultures based on race, religion, or generation are a few
examples. Comprehending these subcultures might assist
marketers in customising their approaches.

Social Class: People are categorised according to their social class, whichincludes
factors like occupation, education, and income. Individualsfrom various social classes
could have varied requirements, tastes, and purchasing patterns.
Social Factor
a. Reference groupings: These are social groupings that consumers identify with and
look to for advice or approval. Friends, family, and onlinecommunities can serve as
reference groups. When making decisions about purchases, consumers can be swayed
by the people in their reference group.

b. Family: Consumer behaviour is greatly influenced by the function thatfamily

plays. Decision-making responsibilities within a family can vary, and the purchases
and usage of certain products might be influenced by family dynamics.

40
c. Position and Roles: Individuals in society frequently have positions androles, such
as that of a parent, student, or worker. Their choices and decisions on purchases may
be influenced by these roles.

41
Personal Factors:
Age and Life Cycle Stage: Consumers' needs and preferences change as they age and
go through different life stages. For example, teenagers havedifferent preferences than
middle-aged adults.

Occupation: A person's job or profession can influence their buying behaviour.

Professionals may have different needs and preferences thanblue-collar workers.

Lifestyle: A person's lifestyle, including their activities, interests, opinions, and

values (AIO variables), can significantly affect their choices. Marketers often
use lifestyle segmentation to target specificconsumer groups.

Personality and Self-concept: Individuals with different personality traitsmay be

drawn to different products or brands. Self-concept, or how a person perceives
themselves, also influences purchasing decisions.

Psychological Factors:
Motivation: Consumer motivation is the driving force behind their buyingdecisions.
Marketers need to understand what motivates their target audience to make effective
appeals.

Perception: Perception refers to how consumers interpret and make sense of

information. Marketers must consider how their products and messages are perceived
by consumers.

Learning: Learning from past experiences and exposure to marketingmessages can

impact consumer choices. Marketers can use learning theory to shape consumer
behavior.

42
Beliefs and Attitudes: Consumer beliefs and attitudes can be shaped by personal
experience and marketing efforts. Marketers can work to change or reinforce these
beliefs and attitudes through advertising and promotion.
Situational factor

a. Purchase Situation: A purchase's time, location, and purpose are just afew
examples of the context that could affect a customer's behaviour.

b. Social and Physical Surroundings: A consumer's decisions and behaviours can

be influenced by their immediate surroundings, whichinclude other people and
their physical location.

Businesses can develop successful marketing strategies, target the correctaudience,

and produce products and promotions that appeal to consumersby taking into account
these characteristics, as described by Philip Kotler.These factors interact in a
complicated way to determine consumer behaviour, and effective marketing tactics
take each one into account.

43
 Objective of project

To know the consumer behaviour towards lulu hypermarket

To know the satisfaction level towards lulu hyper market

To know the factors that influence the consumer to buy from lulu

hypermarket

44
 RATIONALE OF THE STUDY

Marketing Effectiveness with Business Strategy:

Comprehending the purchasing patterns of consumers enables Lulu Hypermarket to customise its
business and marketing tactics to suit the inclinations and requirements of its intended market.
The hypermarket can improve its product offerings, pricing policies, and promotional efforts by
determining the elements that affect consumer decisions.
An advantage over competitors:

By enabling the company to stand out from rivals, customer behaviour analysis gives Lulu
Hypermarket a competitive edge.
The hypermarket may provide distinctive and enticing goods and services that are tailored to the
individual requirements of its clientele thanks to insights into consumer preferences.

Client Contentment and loyalty:

Lulu Hypermarket may improve customer happiness by offering a more customised and pleasurable
shopping experience by identifying the elements that influence consumer preferences.

Growth and Expansion of the Market:

Making educated decisions about market expansion and growth prospects is aided by insights into
customer behaviour.
Based on consumer preferences and behaviours, Lulu Hypermarket can pinpoint new target customer
segments or prospective growth regions.
Adjusting to Shifting Attitudes:

The changing trends have an impact on the dynamic nature of consumer behaviour. Lulu Hypermarket
stays flexible and adjusts to shifting consumer tastes and market trends by analysing purchasing
patterns.
It allows the hypermarket to proactively modify its goods and tactics in response to changes in demand.

45
IMPORTANCE OF THE PROJECT

A number of stakeholders, including the hypermarket itself, customers, legislators, and the larger
retail sector, find great value in the study on consumer purchasing behaviour towards Lulu
Hypermarket.

Enhanced Merchandising:

Lulu Hypermarket can maximise its merchandising strategy by having knowledge of the
purchasing behaviour of its customers. This involves managing inventory, organising shelves,
and positioning products to provide customers with a smooth and enjoyable shopping
experience.

Long-Term Strategies:

Lulu Hypermarket may implement sustainable practices by using its knowledge of customer
preferences as guidance. The hypermarket can comply its product options with sustainability
targets and promote social and environmental responsibility if customers indicate a preference
for eco-friendly products.

Protection of Consumers and Regulatory Compliance:

The study may have an impact on consumer protection laws and regulatory compliance.
Regulators can utilise data to create and modify rules that guarantee ethical company conduct,
transparent pricing, and the defence of consumer rights.

Market Growth and Determining the Target Audience:

Finding prospects for market expansion is made easier with the help of the study. By utilising its
understanding of customer behaviour, Lulu Hypermarket can expand its reach into new
geographic or demographic segments where there is a greater chance of acceptance and demand
for its goods and services.

Reducing Risk:

It's easier to anticipate and reduce hazards when one understands customer behaviour. Lulu
Hypermarket may prevent negative effects on the company by anticipating problems and
developing proactive strategies to manage them. This involves keeping a close eye on consumer
attitudes and market developments.

46
 CHAPTER 2

LITERATURE REVIEW

47
LITERATURE REVIEW

MRIDANISH JHA; 1 OCT 2011

As more new competitors enter the market, the Indian retail sector has become one of the fastest-
growing and most dynamic sectors. Approximately 8% of all jobs and more than 10% of the GDP of
the nation are in this sector. Regarding retail travel, India ranks as the fifth-largest worldwide
destination. Indian retail industry will grow faster because of the country's sizable middle class and
almost untapped retail market, which are the key draws for global retail behemoths looking to expand
into new markets. The spending power of urban Indian consumers is growing, and branded products
in fields such as clothing, makeup, footwear, watches, beverages, cuisine, and even jewellery are
progressively becoming popular choices for work and pleasure.

RUPESH KUMAR; 4 JAN 2020

Additionally, it will identify the cultural elements that influence consumers' purchasing decisions,
which they may use to satisfy the expectations and cultural requirements of their customers. The
study found that when consumers are making a purchase, cultural considerations play a significant
role. It demonstrated how much a customer's decision to buy is influenced by their cultural
expectations and values, and that they would much rather return a product if it did not live up to
their standards. The survey determined that the most significant cultural aspects that influenced
people's purchasing decisions were lifestyle, gender, habits & rituals, friends & social groups,
family values, status & environment.

SANA KHAN
2018
Shops are using a range of in-store influencers more often these days to turn online shoppers into
buyers. But how the customers view these influencers will determine how successful it is. Since the
1950s, scientists have examined the purchase phenomenon in consumer research as well as in fields
like economics and psychology. In the Organised Retail Sector of Lucknow City, Uttar Pradesh,
India, this study sought to examine the relationship between a number of variables and customer
purchasing behaviour. This study uses empirical analysis to assess how consumers in Lucknow's
retail establishments perceive different in-store stimuli, such as merchandise, promotions, displays,
and ambiance.

48
ARUL R ;2018

The definition of retailing is the business activity of selling products and services to customers for
their individual, family, or home use. Particularly in the developed world, the organised retail
industry saw numerous developments over the 20th century. Contemporary store forms have
evolved, including warehouse merchants, specialised stores, supermarkets, fast food restaurants,
department stores, supermarkets, convenience stores and hypermarkets. Chain stores have been
expanding at the expense of traditional single retail establishments as retailing has gotten more
organised. Consumer demands, attitudes, and behaviour are all factors in the expansion of
contemporary retail. The emergence of marketing channels, such as retailing, is attributed to the
combined force of supply and demand. The marketing channel enables consumers to receive valued
service outputs on the demand side.

PIYUSH KUMAR SINHA;2002

A consumer is fairly involved in the decision of which store to visit. A store must comprehend this
behaviour in order to create marketing plans that will draw in and retain customers. It is discovered
that customers make their choice of the store based on a variety of factors, both primary and image-
based. Additionally, it is discovered that the significance of each of these factors varies depending
on the type of store the customer wishes to visit. The sort of store is identified by the kind of goods
it sells in the Indian context, where customers have limited options for store formats. This paper is
an attempt to comprehend the shopper's behaviour. The customers are looked into for the main

49
HEMANT J.KATOLE; 2013

In this study, the main focus was on consumer behaviour, specifically how consumers behaved
when making purchases in different store formats and which stores they preferred based on product
availability, spending patterns, the customers' preferred stores, salesman services, and store layout.
Customers favour retail outlets due to price discounts, which are followed by the store's selection of
products and customer convenience, according to research. Additionally, department stores are the
most well-liked establishments among customers, according to researchers. Consumers' purchasing
patterns change in response to product availability and price, and they become less likely to spend
money on low-quality goods.

AMIR HASAN;2015

According to the study, there are three key characteristics that affect consumers' purchasing
behaviour in retail stores: value for money, store image, and shopping experience. Of these,
shopping experience is the most significant aspect. The study provides as a basis for a more in-
depth investigation into the shopping habits of customers in the retail store research area in the
Indian context, since the results identify the factors that have a bigger impact on their purchasing
decisions.First Off Shoppers can maximise their utility function when they engage in this activity,
according to economists (Michelle et al., 1995). According to Bellenger and Korgaonkar (1980),
however, consumers frequently engage in both "economic" and "recreational" shopping behaviours.
It's an act for some.

N RAMYA;2017

The shift in customer behaviour is the primary cause of the expansion in the Indian organised retail
business. The retail industry's organised sector still has a long way to go before it fully grasps what
customers need. The behaviour of their customers is a crucial component that will enable them to
reach customers more effectively. When it comes to convenience items and value for money,
consumers are always looking for reasons to shop in organised retail stores. These reasons include
variety, self-serve options, and choices.

50
RESEARCH METHODLOGY

Types of Research Descriptive method

Sample size 100

Sample technique Non –probalilty

Data collection method Sample survey

Data collection tools Questionnaire

Data type Primary data

Data analysis tool MS.Excel

Data representation Bar graph, pie chart, histogram

51
 CHAPTER-3

DATAANALYSIS AND INTERPRETATION

52
Gender of Respondents

Gender Count of
Gender
Female 61
Male 39
Grand Total 100

M
a
l
e

3
9
%

F
e
m
a
Interpretation l
e
Above table and pie chart represent that majority of respondents are female 61% . male
6
respondents are 39% out of 100 respondents.
1
%

53
Age of Respondents

Age of respondents Count of Age

15-25 8
25-35 35
35-45 25
45-55 32
Grand Total 100

4 3
0 3
3 5 2 2
0
2 5
0 8
0
1 15 25 35 45
- - To - -
0 25 35 ta 45 55
l
Interpretation

Above graph and table represent the age of100 respondents majority of
respondents under the age 25-35 ,32 % respondents under the age of 45-
55,32% respondents under the age 45-55,25% of respondents under the age
of 35-45.

54
Cross tabulation between Gender and Age

Frequency Gender of respondents

Age of Female Male Grand
respondents Total
15-25 1 7 8
25-35 19 16 35
35-45 15 10 25
45-55 26 6 32
Grand Total 61 39 100

count of gender of
according to their age
Female 2 Male
1 1 1 6
7 9 6 5 1 6
1 0
15- 25- 35- 45-
25 35 45 55

Interpretation
Above table and graph show cross tabulation between age and gender majority of
respondents under the age 25-35 in which 19% are female respondents and 16% are
female respondents. 32% respondent under the age of 45-55 in which 26% are female
respondents and 6% are female respondents .Total 100 respondents in which61%are
female and 39% are male respondents.

55
Occupation of Respondents

Occupation of Count of Occupation

respondents
Homemaker 17
Salaried person 66
Self employed 13
Student 4
Grand Total 100

To
6 tal
6

1 1
7 3 4
Home Salaried Self Stu
maker person employ den
ed t

Interpretation

Above table and graph show occupation of respondents 100 in which 66%
Respondents are salaried person,17% respondents are home maker ,13%
Respondents self employed, 4% respondents are students.

56
Cross tabulation between gender and occupation

Frequency Gender of
respondents
occupation of Female Male Grand
respondents Total
Homemaker 17 17
Salaried person 36 30 66
Self employed 7 6 13
Student 1 3 4
Grand Total 61 39 100

4 3
0 6 3
3 0
1
5 7 7 6
3 1 3
0 Homemaker Salaried person Self employed Student
2
5 Female Male
2
Interpretation
0
1
Above
5
table and graph shows cross tabulation between gender and occupation of 100
respondents
1 in which 66% are salaried person in which 36% are female are respondents
and
0 30% are male resopdents majority of respondents are salaried person 17% are
homemaker
5 17% are female respondents.13% are self employed
0
7% are female respondents ,6% are male respondents

57
Income of respondents

Income of respondents Count of

Income
10000 below 18.00%
10000-30000 4.00%
30000-60000 39.00%
90000 above 39.00%
Grand Total 100.00%

Income of
resapondent
s 39.
00%
T
18. o
00% t
4.0 a
0% l
10000 10000- 30000- 90000
below 30000 60000 above
39.00%

Interpretation
Above table and graph shows income of 100 respondents in which 39%
Respondent’s income are above 90000,39% respondents income are
30000-60000,18% respondents income are 10000, 4% respondent’s
Income are between 10000-30000.

58
Cross tabulation between income and gender

Frequency Gender of
respondents
Income of Female Male Grand
respondents Total
10000 below 17 1 18
10000-30000 1 3 4
30000-60000 22 17 39
90000 above 21 18 39
Grand Total 61 39 100

Income of respondents
according their gender
2 2
1 2 Female
1 1 1
7 7 8
Male

3
1 1
10000 10000- 30000- 90000
below 30000 60000 above

Interpretation
Above table and graph shows cross tabulation between income of respondents and
gender of respondents of100 respondents 39% respondents income are above 90000 in
which21% are female and 18% are male respondents,22% are female respondents,17%
are male respondents.

59
Cross tabulation between the occupation and income of respondents

Frequency occupation of
respondents
Income of Homemaker Salaried Self Stude Grand
respondents person employed nt Total
10000 below 16 2 18
10000-30000 3 1 4
30000-60000 1 35 2 1 39
90000 above 28 11 39
Grand Total 17 66 13 4 100

Income of respondents
Hom Salarie
according Self
to their Stu
emak d
occupation emplo de
er person yed nt2
8
1 35
6 1
2 3 1 1 21 1
1000 1000 3000 9000
0 0- 0- 0
Interpretation
belo 3000 6000 abov
w 0 0 e
Above table and graph shows cross tabulation between income and occupation of
respondents of 100 respondents in which majority of respondents income are above
90000 in which 28% respondents are salaried person and11% respondents self
employed,39% respondents income are between 30000-60000 in which 35%
respondents are salaried person,2% are self employed.

60
How frequently do you visit the lulu hypermarket?

frequently Count of How frequently do you visit the

visit made lulu hypermarket?
by
respondents
Daily 2
First time 1
Monthly 53
Rarely 8
Weekly 36
Grand 100
Total

Daily Frequently visit

2 First
made
% by respondents
ti
m
We e
ekl 1
y %
Mon
36 thl
% y
Rar 53
el %
y
8
%
Interpretation
Above table and pie chart shows the frequently visit made by 100
Respondents majority of respondents refers to the visit lulu mall
monthly,53% respondents the lulu mall monthly ,36% visit the

lulu mall weekly, 8% respondents visit the lulu mall rarely 1%

the lulu mall first time

61
cross tabulation between the frequently visit made by the respondents according to the
gender of respondents
Frequently count of Gender
visit made by
the
respondent
Female Male Grand
Total
Daily 1 1 2
First time 1 1
Monthly 31 22 53
Rarely 2 6 8
Weekly 26 10 36
Grand Total 61 39 100

3 3
5 1 2
2 2 6
3
5 2
0
2 1
1 6 0
05 1 1 1 2
10 Da Fe
First time MMonthly
Rar We
ily mal ale ely ekly
5 e

Interpretation
Above table and chart represent cross tabulation between frequently visit
Made by the100 respondents in lulu hypermarket according to their gender
Majority of respondents (53%) visit lulu hypermarket monthly in which 31%
Respondents are female,22% are male respondents,26% female respondents
Visit lulu hypermarket weekly,10% respondents visit weekly,6% male visit lulu
Hypermarket rarely,2% female respondents visit lulu hypermarket rarely.

62
Cross tabulation between the frequently visit made by the respondents according to
their occupation

Frequently occupation of respondents

visit made
by
respondent
Homemaker Salaried Self Student Grand
person employed Total
Daily 2 2
First time 1 1
Monthly 7 42 4 53
Rarely 1 1 3 3 8
Weekly 9 20 6 1 36
Grand 17 66 13 4 100
Total

4 4
5 2
4
02 2
5 0
3
52 7 9
4 6
0 2 1 1 3 1
3 1 3
01 Daily First time Monthly Rarely Weekly
5 Home Salaried Self Stud
1 maker person employ ent
ed
0
Interpretation
5
0
Above table and graph represent cross tabulation between the frequently made by
the 100 respondents according to their occupation .53% respondents visit lulu
hypermarket monthly in which 42% are salaried person,4% are self employed
respondents,36% respondents visit lulu hypermarket weekly in which 20% are
salaried person, 3% self employed, 3% respondents are students.

63
Cross tabulation between the frequently visit made by the respondents according to
their income

Frequency income of
respondents
Frequently visit 10000 below 10000- 30000- 90000 Grand
made by 30000 60000 above Total
respondents
Daily 2 2
First time 1 1
Monthly 7 3 32 11 53
Rarely 2 1 1 4 8
Weekly 9 3 24 36
Grand Total 18 4 39 39 100

10000 10000-30000 30000-

below 60000 90000
above
2
32 4

1 9
7 1
2 3 21 4 3
1
Da First Mon 1
Rar We
ily time thly ely ekly
Interpretation
Above table and graph represent the frequently visit made by the 100 respondents to
their income. Majority of respondents visit lulu hypermarket monthly(53%),in which
11% respondents income are above 90000,32% respondents income are between 30000-
60000, 7% respondents income are below 10000,3% respondents income are between
10000-3000

64
How did you first become aware of the lulu hypermarket ?

source of Count of How did you first become aware of the lulu
awareness hypermarket?
Google 4
Newspaper 51
Social media 45
Grand Total 100

G
o
o
g
l
e

4
%

Interpretation
Above table and pie
S chart represent the source of awareness made by the100
o
respondents (51%) respondents got to know about lulu hypermarket with the help
c
i
of newspaper,45% of respondents got know about lulu hypermarket with the help of
a
social media,4% of respondents got to know about lulu hypermarket with the help of
l
social media.
m
e
d
i
a

4
5
%
N
e
w
s
p
a
p
e
r

5
1
%

65
Cross tabulation between the source of awareness about lulu hypermarket according to
their gender

source of Count of gender

awareness
Female Male Grand
Total
Google 4 4
Newspaper 29 22 51
Social media 32 13 45
Grand Total 61 39 100

3 3
5
3 2 2
0 9
2 2
5
2 2
0 1
1 3
10 4
5
0
5 Go News Social
ogl paper
Female media
Male
e

Interpretation
Above table and graph represent cross tabulation between the source of
Awareness made by respondents about lulu hypermarket according to their
Gender majority of respondents got know about lulu hypermarket with the
help of newspaper(51%) in which 29% are female respondents, 22% are
male respondents,32% respondents got to know about lulu hypermarket with
the help of social media,4% respondents got know about lulu hypermarket with
the help of google.

66
Did you find the store layout easy to navigate?

Did you find the store count

layout easy to navigate
Easy 32
Extremely difficult 6
Extremely easy 59
Neutral 3
Grand Total 100

Neu To
tr
al tal
3 Ea
% sy
Extre 32
me %
ly Extre
ea mely
sy difficu
59 lt 6%
%

Interpretation
Above table and pie chart represent the easiness found by the respondents
to navigate in store among 100 respondents 32 % respondents found easy
store layout to navigate, 6% found extremely difficult to navigate,59%
respondents found extremely easy store layout to navigate, 3%
respondents found neutral to store layout.

67
Cross tabulation between the easiness in store layout to navigate and how frequently
respondents make visit in lulu hypermarket

Count of Did you find count of visit made

the store layout easy to by respondent
navigate?
Daily First Monthly Rarely Weekly Grand
time Total
Easy 14 3 15 32
Extremely difficult 3 2 1 6
Extremely easy 2 1 35 1 20 59
Neutral 1 2 3
Grand Total 2 1 53 8 36 100

Daily First time

Monthly
Rarely
Weekly 2
1 1 0
4 35 321 21 1 12 3
E Extrem Extre Ne 5
a ely mely utr
sy difficult easy al
Inetreptation

Above table and bar graph represent cross tabulation between respondents
found easiness to navigate in store layout and visit made by 100
respondents in lulu hypermarket. Majority of respondents extremely easy
to navigate store layout according to visit made them in lulu hypermarket
59 respondents found easy to navigate store layout in which 35 respondents
visit lulu hypermarket monthly,20 respondents made visit weekly,32
respondents found easy to navigate in lulu hypermarket in which 15
respondents made visit weekly,14 respondents made visit monthly 3
respondents made visit rarely.

68
Were you looking for product easily available in stock?

were the product you were looking for available Count

in stock
Always 59
Often 7
Rarely 4
Sometime 30
Grand Total 100

To
tal
Som
eti
m Alw
R e ay
a 30 s
r % 59
e %
l
y
Interpretation
4
Above%table and pie chart represents 100 respondents response
O
f
Which represent the 59 respondents found that always product
t
e
Available in
n
stock , 30 respondents found that often products are
Available in
7 stock, 30 respondents found that product available
%
Sometime in stock,7 respondents found that product available
Often in stock, 4 respondents found that product rarely available
in stock .

69
Cross tabulation between availability of product and Gender
Availability of count of
product gender
Row Labels Female Male Grand
Total
Always 35 24 59
Often 3 4 7
Rarely 3 1 4
Sometime 20 10 30
Grand Total 61 39 100

Availabilit
y of
3 product
5
2
4 Fema 2
le 0 1
Male
3 4 3 1 0
Al Of Ra Som
wa te rel etim
Interpretation
ys n y e
Above table and graph represents that 100 respondents responses that variety of
Product available in stock 59 respondents found that wide variety of product are
availbale to choose from in which 35% are female,24% are female respondents
30 respondents found that wide variety of product are available some time in which 20
% respondents are female respondents, 10% are male respondents,7 respondents
response that product are available often 3% respondents are female,4% are male
respondents.

70
Cross tabulation between availability of product according to the visit made by the
respondents in lulu hypermarket

Count of availability frequently visit made by

of product respondent
Dail First time Monthl Rarel Weekl Grand
y y y y Total
Always 2 1 35 1 20 59
Often 3 2 2 7
Rarely 2 1 1 4
Sometime 13 4 13 30
Grand Total 2 1 53 8 36 100

Availability of
product according
3 to visit
5
2
Daily
0 First time 13 13
21 1 3 Monthly
2 211 4
Rarely
2
Al OfWeekly Ra Som
wa te rel etim
ys n y e

Interpretation
Above table and graph represent that availability of product according to the visit made
by respondents (100) in lulu hypermarket majority of respondents found that
availability of product are always in lulu hypermarket.35 respondents found that
product are always available in lulu hyper market as they make visit monthly total
59 respondents that product are always available in lulu hypermarket.30 respondent
found that product are available sometime in lulu hypermarket in which 13 respondents
make visit monthly,4 respondents make visit rarely,13 respondents make visit weekly. 7
respondents found that products are available often in which
3 make visit monthly,2 make visit rarely, 2 make visit weekly in lulu hypermarket.

71
Do you find variety of product to choose from lulu hypermarket ?

Do you find wide variety of product to choose from count

lulu hypermarket ?
Agree 31
Neutral 2
Strongly agree 62
Strongly disagree 5
Grand Total 100

Tot
al
Agree Neutral 3 Strongly
agree Strongly1disagree
6 %
2
2 5%
%
%

Interpretation
Above table and pie chart shows wide variety of product to choose from lulu
hypermarket among 100 respondents. Majority of respondents 62 % are strongly
Agree that there are wide of product to choose from lulu hyper market ,31%are
Agree that there are wide of product to choose from lulu hypermarket,5% respondents
are strongly disagree,2% respondents are neutral .

72
Cross tabulation between wide variety of product to choose from lulu hypermarket
according to gender

wide variety of product to count of

choose gender
Female Male Grand
Total
Agree 22 9 31
Neutral 1 1 2
Strongly agree 36 26 62
Strongly disagree 2 3 5
Grand Total 61 39 100

wide of product
to choose
according to
gender
4
0
3
5
3
0
2
5 Strongly
Agree Neutral Strongly agree
disagree
2
0 Female 22 1 36 2
Male 9 1 26 3
1
5
1
0
Interpretation
5
0
Above tableand graph represent that there are wide product to choose from lulu
hypermarket according to the gender of respondents .62 respondents strongly agree
Which 36 are female respondents and 26 are male respondents,31 respondents are
agree,5 respondents are strongly disagree, 2 respondents are neutral .Majority of
female(61) respondents are found that there are wide variety of product to choose
From lulu hypermarket.

73
Cross tabulation between the wide variety of product to choose from lulu hypermarket
and income of respondents

wide variety of product Income of respondent

to choose
10000 10000- 30000- 90000 Grand
below 30000 60000 above Total
Agree 10 1 11 9 31
Neutral 2 2
Strongly agree 8 3 27 24 62
Strongly disagree 1 4 5
Grand Total 18 4 39 39 100

wide variety of product

to choose
10000 10000-30000
according30000-60000
90000
below 27
to income above
of
24
1 11 respondent
8
0 19 2s 3 14
Ag Ne Strongl Stro
re utra y agree ngly
e l disa
Interpretation gree
Above table and graph represents wide variety of product to choose from lulu
hypermarket according to income of (100) respondents .Majority of respondents
Found that there are wide variety of product to choose from lulu hypermarket.62
Respondents found wide variety of product to choose from in which 24 respondents
Income are above 90000 thousand,27 respondents income are between 30000-60000
thousnds,3 respondents income are between 10000-30000,8 respondents income below
10000,31 respondents are agree that there are wide variety of product to choose from
lulu hypermarket in which 9 respondents income are above 90000 thousand, 11
respondents income are between 30000-60000,1 respondents income are between
10000-30000,10 respondents income are below 10000.

74
How would you rate the friendliness and helpfulness of the staff ?

Friendliness and helpfulness of staff Count

Friendly and helpful 32
Neutral 2
Unfriendly and unhelpful 2
Very friendly and very helpful 63
Very unfriendly and very unhelpful 1
Grand Total 100

How would you rate

the
friendliness
and
3 helpfulness
2 of the staff
2 2 1
Friendl Neutral T
Unfriendly
y Very friendly
o
and Very t
hel and unhelpful a and very
pful l unfriendly
and
Interpretation helpful very unhelpful
63
Above table and graph represent friendliness and helpfulness of staff in lulu
hypermarket among 100 respondents. Majority of respondents found that staff are very
friendly and very helpful in nature, 63 respondents found that staff are friendly and
helpful in nature, 32 respondents found that staff are friendly and helpful in nature.

75
Cross tabulation between the friendliness and helpfulness of staff and
gender of respondents
friendly and helpfulness of Count of
staff gender
Female Male Grand
Total
Friendly and helpful 22 10 32
Neutral 1 1 2
Unfriendly and unhelpful 1 1 2
Very friendly and very 37 26 63
helpful
Very unfriendly and very 1 1
unhelpful
Grand Total 61 39 100

Female Male

37

22 26

10

1 1 1 1 1

Friendly and Neutral Unfriendly Very friendly Very

helpful and unhelpful and very unfriendly and
helpful very unhelpful

Interpretation
Above table and graph represent cross tabulation between staff and gender of 100
respondents majority of respondents rate that staff are very friendly and very helpful in
nature.63 respondents are rate that staff are very helpful and very helpful in nature in
which 37 are female are respondents ,26 are male respondents,32 respondents rate that
staff are friendly and helpful in nature in which 22 are female respondents 10 are male
respondents.

76
Cross tabulation between the friendliness and helpfulness of staff and age
of respondents

Friendly and helpfulness of count of age

staff
15-25 25- 35- 45- Grand
35 45 55 Total
Friendly and helpful 6 6 8 12 32
Neutral 1 1 2
Unfriendly and unhelpful 1 1 2
Very friendly and very 1 29 15 18 63
helpful
Very unfriendly and very 1 1
unhelpful
Grand Total 8 35 25 32 100

15-25 25-35
35-45
45-55
1 11
29 5 8
6 62
8 1 1 1 1 1 1

Friendly and Neutral Unfriendly Very friendly Very

helpful and and very unfriendly
unhelpful helpful and very
unhelpful

Interpretation
Above table and graph cross tabulation between the friendliness and helpfulness of
staff and age of respondents . majority of respondents rate that staff are very
friendliness and helpfulness in nature 63 respondents rate that staff are very friendly and
helpful in nature in which 29 respondents age between 25-35,15 respondents age
between 35-45, 18 respondents age between 45-455. 32 respondents rate that staff are
helpful and friendly in nature 6 respondents age between 15-25,6 respondents age
between 25-35,8 respondents age between 35-45,12 respondents age between 45-55.

Cross tabulation between the freindliness and helpfulness of staff according visit made
by the respondents

77
friendly and count of
helpfulness of staff Gender
Daily First Month Rarel Week Grand
time ly y ly Total
Friendly and helpful 13 4 15 32
Neutral 1 1 2
Unfriendly and unhelpful 1 1 2
Very friendly and very 2 1 38 2 20 63
helpful
Very unfriendly and very 1 1
unhelpful
Grand Total 2 1 53 8 36 100

Daily First time

Monthly
Rarely
Weekly
2
1 1 0 3
3 5 8
4
1 1 2 2 1
Friend 1 1 1
Neutral V
unh Unfriendl
and
ly ery
elpfufriendly
ver
an y and Very unfrien
Interpretation l y
d dly and
hel
hel very
and graph represent pful
Above tablepful the cross tabulation
unhelpf between the friendliness
ul
Helpfulness of staff according to visit made by the respondents 53 respondent
Made visit monthly in which 38 respondent rate that staff are very friendly
and helpful in nature,13 rate that staff are friendly and helpful in nature. 36
respondents made visit weekly in which 15 respondent rate that staff are
friendly and helpful in nature,20 respondent rate that staff are friendly and
helpful in nature.
Do you think price at lulu hypermarket are reasonable ?

78
 Do you think price at lulu count
hypermarket are reasonable?
Neutral 4
Reasonable 33
Unreasonable 2
Very reasonable 61
Grand Total 100

To Neu
tral
tal 4%

Very Reaso
nable
reaso
33%
nable
61% Unreas
onable
2%

Interpretation
Above table and pie chart shows that price at lulu hypermarket among 100 respondent
61% respondents think that price at lulu hypermarket are very reasonable 33%
respondent think that price at lulu hypermarket are reasonable, 2% respondents think
that price at lulu hypermarket unreasonable,4% respondents think that price at lulu
hypermarket neutral.

79
Cross tabulation between the price at lulu hypermarket and gender of respondent

price at lulu count of Gender

hypermarket
are reasonable
Female Male Grand
Total
Neutral 2 2 4
Reasonable 21 12 33
Unreasonable 1 1 2
Very reasonable 37 24 61
Grand Total 61 39 100

Female Male
3
7
2
2 4
1
1
2
2 2 1 1
Ne Reaso Unreas Very
utr nable onable reasona
al ble

Interpretation
Above table and represent the cross tabulation between the price at lulu hypermarket
according to the gender of 100 respondent 61 respondent think that price at lulu hyper-
market are very reasonable in which 37 are female respondent,24 are male respondent
33 respondents think that price at lulu hypermarket are reasonable in which 21are fem-
ale respondents,12 are male respondent,2 respondent think that price at lulu hypermar-
ket are unreasonable.

80
Cross tabulation between the price at lulu hypermarket are reasonable according to
income of respondent
Count of Do you think the count of
prices at the lulu hypermarket income
are reasonable?
10000 10000- 30000- 90000 Grand
below 30000 60000 above Total
Neutral 2 2 4
Reasonable 9 2 12 10 33
Unreasonable 2 2
Very reasonable 7 2 27 25 61
Grand Total 18 4 39 39 100

10000 10000- 30000- 90000

below 30000 60000 above

2
7
1 2
9 1
2 7 5
0
2 2 2 2 2
Ne Reas Unreasonable
utra onabl
l e Very reasonable
Interpretation
Above table and graph represent cross tabulation between the price at lulu hypermarket
according to income of 100 respondents 39 respondents income are above 90000 thous-
and in which 25 respondent think that price at lulu hypermarket are very reasonable 10
respondent think that price at lulu hypermarket reasonable,2 respondent think that price at
lulu hypermarket are unreasonable ,39 respondents think that price at lulu hypermarket
are reasonable,12 respondents think that price at lulu hypermarket are reasonable 27
respondents think that price at lulu hypermarket are very reasonable.

81
How satisfy are with special offer and discount provide by lulu hypermarket?

how satisfy are with discounts and count

special offer provide by lulu
hypermarket
Highly dissatisfied 5
Highly satisfied 59
Neutral 4
Satisfied 32
Grand Total 100

Tot
al
5
9

3
2

5 4

Highly Neu Satis

Hig tral fied
hly satisfied
dissatisfied
Interpretation
Above table and graph represent the 100 respondent satisfaction level towards lulu
special discount and offer provide by the lulu hypermarket 59 respondents are highly
satisfied with discount and special offer provide the repopndent,32 respondents are
satisfied by discount and special offer provide by the lulu hypermarket,5 respondent are
highly dissatisfied by special offer and discount provide by the respondent

82
Cross tabulation between the special offer and discount provide by lulu hypermarket
and gender of the respondent
how satisfy are you with the discounts and count of
special offer provide by lulu hypermarket Gender
Female Male Grand
Total
Highly dissatisfied 2 3 5
Highly satisfied 36 23 59
Neutral 2 2 4
Satisfied 21 11 32
Grand Total 61 39 100

Female Male
3
6
2 2
3 1
1
1
2 3 2 2
Highly dissatisfied Highly
Neusatisfied
Sati
tral sfie
Interpretation d

Above table and graph represent satisfaction level of respondent towards special offer
and discount provide by the lulu hypermarket and gender of 100 respondent in which 61
are female respondents and 39 are female respondents.36 female respondents are highly
satisfied with the discount and offer provide by the lulu hypermarket,23 male responde-
nt are highly satisfied ,21female are satisfied ,11 respondents are male respondents are
satisfied with special offer and discount provide by the lulu hypermarket.

83
Cross tabulation between the special offer and discount provide by the lulu hypermarket
And income of respondent

Count of How Income of respondents

satisfied are you with
the discounts and
special offers provided
by lulu hypermarket?
10000 10000- 30000- 90000 Grand
below 30000 60000 above Total
Highly dissatisfied 1 4 5
Highly satisfied 7 2 26 24 59
Neutral 2 2 4
Satisfied 9 2 12 9 32
Grand Total 18 4 39 39 100

10000 below 10000-30000

30000- 90000
60000 above
26
24
1
7 9 9
4 2
1 2 2 2 2
Highly dissatisfied Highly
Ne satisfied
Sati
utra sfie
l d

.
Interpretation
Above table and graph represent the cross tabulation between the special offer and
discount provide by the lulu hypermarket and income of 100 respondents 39 respondent
income are 90000 thousand in which 24 respondents are highly satisfied,9 respondent
are satisfied ,4 are highly dissatisfied ,39 respondents income are between 30000-60000
thousand in which 26 respondents are highly satisfied,12 respondent are satisfied with
special offer and discount provide by the lulu hypermarket

84
How satisfy are with the quality and freshness of product available at lulu hypermarket?

How satisfied are you with the quality Count

and freshness of product available at
lulu hypermarket ?
Highly dissatisfied 4
Highly satisfied 59
Neutral 2
Satisfied 35
Grand Total 100

Highl
y

dissati
sfi
e
d

4
%

S
a
t
i
Interpretation s
f
Above table and pie chart irepresent 100 respondent satisfaction level toward the
quality and freshness of product
e available at lulu hypermarket in which majority of
d , 59 %are highly satisfied,35% respondent are satisfy
respondents are highly satisfied
with the freshness and quality3 of product available at lulu hypermarket 4% are highly
dissatisfied with the availability
5 of freshness and quality of product.
%

H
i
g
h
l
y

s
a
t
i
s
f
i
e
d

5
9
%
N
e 85
u
Cross tabulation between the freshness and quality of product available at lulu
hypermarket and gender of respondent

Count of How satisfied are you with the count of

quality and freshness of products available at gender
lulu hypermarket ?
Female Mal Grand
e Total
Highly dissatisfied 1 3 4
Highly satisfied 36 23 59
Neutral 1 1 2
Satisfied 23 12 35
Grand Total 61 39 100

Female Male
3
6

2 2
3 3
1
2
1 3 1 1
Highly Neut Satisf
High ral ied
ly satisfied
Interpretation
dissatisfied
Above table and graph represent cross tabulation between the respondents satisfaction
level toward freshness and quality of product available at lulu hyper market according
to the gender of respondents total 61 are female respondent and 39 are male respondents
in which 36 female are highly satisfied 23 male respondent are highly satisfied,23
female respondents are satisfy ,12 male respondents are satisfy.

86
How would you rate the customer service at lulu hypermarket ?

how would you rate the customer service count of response

at lulu hyper market ?
Excellent 59
Fair 1
Good 24
Very good 16
Grand Total 100

Very
goo
d
Go 16
Excell
od %
ent
24
59
%
Fa %
ir
1
Interpretation %

Above table and pie chart represent customer service at lulu hypermarket among 100
respondent 59 respondent rate that customer service at lulu hypermarket are excellent
24 respondents rate that customer service at lulu hypermarket good, 16 respondents rate
that customer service at lulu hypermarket are very good.

87
Cross tabulation between the customer service at lulu hypermarket and gender of
respondents

Count of how would you rate the Customer services Count of

at lulu hypermarket gender
Female Male Grand
Total
Excellent 36 23 59
Fair 1 1
Good 16 8 24
Very good 8 8 16
Grand Total 61 39 100

Female Male
3
6
2
3 1
6
8 8 8
1
Exc F G Very
ellen ai oo good
t r d

Interpretation
Above table and graph represent the cross tabulation between the customer service at
lulu hypermarket among 100 respondent 61 are female respondent and 39 are male
respondent, in which 36 female respondents rate that customer service at lulu
hypermarket are excellent,23 male resspondent rate that customer service at lulu
hypermarket are excellent,16 female and 8 male respondents rate that customer service
at lulu hypermarket are good.

88
How satisfy are you with your over all shopping experience at lulu hypermarket ?

how satisfy are you with your Count of

overallshopping experience at lulu response
hypermarket
Highly dissatisfied 5
Highly satisfied 58
Satisfied 37
Grand Total 100

To Highl
y
tal dissa
tisfie
Sati d5%
sfie
d Highly
satisfie
37% d
58%

Interpretation
Above table and pie chart represent satisfaction level of respondent toward lulu
hypermarket among 100 respondent 58 % respondents are highly satisfied ,37%
respondents are satisfied ,5 % respondent are highly dissatisfied with their overall
shopping at lulu hypermarket.

89
Cross tabulation between the satisfaction level toward lulu hypermarket and age of
respondent

Count of How satisfied are you with your Count of

overall shopping experience at lulu Age
hypermarket
15-25 25 35 45 Grand
- - - Total
35 45 55
Highly dissatisfied 4 1 5
Highly satisfied 1 26 14 17 58
Satisfied 7 9 7 14 37
Grand Total 8 35 25 32 100

15-25 25-35 35-45 45-55

2
6
1
1 7 1
4 9 4
7 7
4
1 1
Highly Highly Sati
dissatisfi satisfie sfie
Interpretation
ed d d

Above table and graph represent that satisfaction level of respondent toward lulu
hypermarket majority of respondent under the age of 25-35 in which 26 respondent are
highly satisfied, 9 respondent are satisfied with their overall shopping experience at lulu
hypermarket.32 respondent are under the age of 45-55 in which 17 respondent are
highly satisfied,14 respondent are satisfied ,1 respondent highly dissatisfied,25
respondent under the age of 35-45 ,14 respondent under the age of highly satisfied,7
respondent are satisfied,4 respondent are highly dissatisfied.

90
Cross tabulation between the satisfaction level toward lulu hypermarket and gender of
respondent

Count of How satisfied are you with your Count of

overall shopping experience available at lulu Gender
hypermarket
Female Mal Grand
e Total
Highly dissatisfied 2 3 5
Highly satisfied 36 22 58
Satisfied 23 14 37
Grand Total 61 39 100

Female Male

36

2 2
2 3
1
4

2 3

Highly Highly Satis

dissatisfie satisfied fied
d

Interpretation
Above table and graph represent that satisfaction level toward lulu hypermarket among
100 respondent. Total 61 are female respondent and 39 are male respondent , in which
36 are female are highly satisfied , 22 are male respondent, 23 female and 14 male
respondent are satisfied with their overall shopping experience at lulu hypermarket 2
female and 3 male are highly dissatisfied with their overall shopping experience at lulu
hyper market.

91
Cross tabulation between the frequently visit made by the respondents according to
their occupation

Frequently occupation of respondents

visit made
by
respondent
Homemaker Salaried Self Student Grand
person employed Total
Daily 2 2
First time 1 1
Monthly 7 42 4 53
Rarely 1 1 3 3 8
Weekly 9 20 6 1 36
Grand 17 66 13 4 100
Total

4 4
5 2
4
02 2
5 0
3
52 7 9
4 6
0 2 1 1 3 1
3 1 3
01 Daily First time Monthly Rarely Weekly
5 Home Salaried Self Stud
1 maker person employ ent
ed
0
Interpretation
5
0
Above table and graph represent cross tabulation between the frequently made by
the 100 respondents according to their occupation .53% respondents visit lulu
hypermarket monthly in which 42% are salaried person,4% are self employed
respondents,36% respondents visit lulu hypermarket weekly in which 20% are
salaried person, 3% self employed, 3% respondents are students.

92
Cross tabulation between the frequently visit made by the respondents according to
their income

Frequency income of
respondents
Frequently visit 10000 below 10000- 30000- 90000 Grand
made by 30000 60000 above Total
respondents
Daily 2 2
First time 1 1
Monthly 7 3 32 11 53
Rarely 2 1 1 4 8
Weekly 9 3 24 36
Grand Total 18 4 39 39 100

10000 10000-30000 30000-

below 60000 90000
above
2
32 4

1 9
7 1
2 3 21 4 3
1
Da First Mon 1
Rar We
ily time thly ely ekly
Interpretation
Above table and graph represent the frequently visit made by the 100 respondents to
their income. Majority of respondents visit lulu hypermarket monthly(53%),in which
11% respondents income are above 90000,32% respondents income are between 30000-
60000, 7% respondents income are below 10000,3% respondents income are between
10000-3000

93
How did you first become aware of the lulu hypermarket ?

source of Count of How did you first become aware of the lulu
awareness hypermarket?
Google 4
Newspaper 51
Social media 45
Grand Total 100

G
o
o
g
l
e

4
%

Interpretation
Above table and pie
S chart represent the source of awareness made by the100
o
respondents (51%) respondents got to know about lulu hypermarket with the help
c
i
of newspaper,45% of respondents got know about lulu hypermarket with the help of
a
social media,4% of respondents got to know about lulu hypermarket with the help of
l
social media.
m
e
d
i
a

4
5
%
N
e
w
s
p
a
p
e
r

5
1
%

94
Cross tabulation between the source of awareness about lulu hypermarket according to
their gender

source of Count of gender

awareness
Female Male Grand
Total
Google 4 4
Newspaper 29 22 51
Social media 32 13 45
Grand Total 61 39 100

3 3
5
3 2 2
0 9
2 2
5
2 2
0 1
1 3
10 4
5
0
5 Go News Social
ogl paper
Female media
Male
e

Interpretation
Above table and graph represent cross tabulation between the source of
Awareness made by respondents about lulu hypermarket according to their
Gender majority of respondents got know about lulu hypermarket with the
help of newspaper(51%) in which 29% are female respondents, 22% are
male respondents,32% respondents got to know about lulu hypermarket with
the help of social media,4% respondents got know about lulu hypermarket with
the help of google.

95
Did you find the store layout easy to navigate?

Did you find the store count

layout easy to navigate
Easy 32
Extremely difficult 6
Extremely easy 59
Neutral 3
Grand Total 100

Neu To
tr
al tal
3 Ea
% sy
Extre 32
me %
ly Extre
ea mely
sy difficu
59 lt 6%
%

Interpretation
Above table and pie chart represent the easiness found by the respondents
to navigate in store among 100 respondents 32 % respondents found easy
store layout to navigate, 6% found extremely difficult to navigate,59%
respondents found extremely easy store layout to navigate, 3%
respondents found neutral to store layout.
Cross tabulation between the satisfaction level toward lulu hypermarket and income of
respondent

96
 Count of Income of
How respondents
satisfied are
you with
your overall
shopping
experience
available at
lulu
hypermarket
10000 10000- 30000- 90000 Grand
below 30000 60000 above Total
Highly dissatisfied 1 4 5
Highly 7 2 25 24 58
satisfied
Satisfied 11 2 13 11 37
Grand Total 18 4 39 39 100

10000 below
1
0000-30000
2 2
30000-60000
5 4
90000 above

1
1 3 1
7 1 1
4
1 2 2
Highly dissatisfied Satis
fied
Interpretation
Highly satisfied

Above table and graph represent that satisfaction level toward lulu hypermarket among
100 respondent 39 respondent income are above 90000 in which 24 respondent are
highly satisfied ,11 are satisfied, 4 are highly dissatisfied,39 respondent income are
between the 30000-60000 in which 25 respondent are highly satisfied, 13 respondent
are satisfied,1 respondent are highly dissatisfied 18 respondent income are below 10000

97
CHAPTER-4
FINDINGS

98
 Finding
❖ Majority of respondent are female (61) among 100 respondent and 39 are male
respondent.

❖ Majority of respondent under the age 25-35 in which 19 are female and 16 are
male respondent.
❖ Majority of respondent are salaried person (66) and homemaker(17) .
❖ Majority of respondent female and male respondent are salaried person in which
36 are female and 33 are male respondent and 17 female are home maker.
❖ Majority of respondent (53) made visit monthly in lulu hypermarket.
❖ Majority of respondent made visit monthly 31 are female respondent and 22 are
male respondent.
❖ Majority of respondent income are between 30000-60000 (39) and (39)
respondent are above 90000 .
❖ Majority of respondent became aware about lulu hypermarket with the help of
newspaper (51) in which (29) are female and (22) are male respondent.
❖ Majority of (59) respondent found that store in lulu hyper market are easy to
navigate.
❖ Majority of (59) respondent found that store was extremely easy to navigate in
which 35 respondent monthly visit lulu hypermarket.
❖ Majority of respondent were (62) strongly agree that there was wide variety of
product to choose from lulu hypermarket.
❖ Majority of respondent (36) female and (26) female respondent are strongly that
there was wide of product to choose from lulu hypermarket.
❖ Majority of respondent (59) found that product are easily available in stock.
❖ Majority of female (35)and (24) male respondent found that product were
always available in stock.
❖ Majority of respondent found that product are available in stock according to
visit made by them in which 35 respondent made visit monthly.
❖ Majority of respondent (61)rate that staff of lulu hypermarket are very friendly
and very helpful in nature.

99
❖ Majority of respondent female and male respondent rate that staff of lulu
hypermarket are very friendly and helpful in which (37) female and (26) are male are
respondent.
❖ Majority of respondent made visit monthly (53)they rate that staff are very
friendly and helpful in nature.
❖ Majority of (61) respondent rate that price at lulu hypermarket are very
reasonable .
❖ Majority of female (24)and (37) are male respondent rate that price at lulu
hypermarket are very reasonable.
❖ Majority of respondent(59) are highly satisfied with the freshness and quality of
product .
❖ Majority of respondent female(36) and (23) male are highly satisfied with the
freshness and quality of product at lulu hypermarket.
❖ Majority of respondent are highly satisfied with special offer and discount
provide by the lulu hypermarket.
❖ Majority of respondent are highly satisfied with special offer and discount under
the income of 30000-60000 and 90000.
❖ Majority of respondent rate that customer service at lulu hypermarket are
excellent.
❖ Majority of respondent male and female rate that customer service at lulu
hypermarket are excellent.
❖ Majority of respondent are highly satisfied with their overall shopping
experience at lulu hyper market.
❖ Majority of female respondent are highly satisfy with their overall shopping
experience.
❖ Majority of respondent under the age of 25-35 are highly satisfied with their
overall shopping experience at lulu hypermarket.
❖ Majority of 58% respondent are highly satisfy with their overall shopping
experience at lulu hypermarket.

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 Suggestions

❖ Most of customer in lulu hypermarket are female; so company should conduct

special programs to them.

❖ Most of the customer being to age group of 25-35 year.so,company has to

concentrate more on those people to enhance the sale.

❖ The company must do some more promotional activities and advertisement.

❖ The company must do some more promotional activities and advertisement.

❖ The company has to conduct the periodical meeting with potential customer and

take their valuable suggestions.

❖ The company may provide more discount cards and gift to customer while

purchasing the products.

❖ Company shall maintain the quality of quality of product for which majority of

customer are giving great importance.

❖ The store staff should be trained adequately so as to convince the potential

buyer ,because his performance on job has great impact on sale of a product.

❖ The store staff should be trained adequately to avoid billing and double billing

mistake.

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 Scope for future study

E-Commerce Trends: Examine how Lulu Hypermarket's customer behaviour is

impacted by the growth of e-commerce and online shopping platforms. Examine how
digitalization has affected customer preferences in areas including online product
research, comparison shopping, and the impact of online reviews.

Sustainability and social responsibility: Examine how consumers' increasing awareness

of corporate social responsibility and environmental sustainability affects their
decisions to buy at Lulu Hypermarket. Examine the effects on customer loyalty of
social programmes, ethical sourcing, and eco-friendly practises.

Cross-Cultural Analysis: If Lulu Hypermarket operates in a variety of cultural contexts,

look into how those contexts affect the purchasing decisions of its customers. Recognise
how different cultural groups make decisions and how their preferences, attitudes, and
methods of making decisions vary.

Marketing Strategies: Assess how well Lulu Hypermarket's marketing initiatives have
worked to draw in and hold onto customers. Examining how advertising campaigns,
loyalty plans, and promotions affect consumer behaviour is one way to do this.

Brand Loyalty and Trust: Investigate the elements that help Lulu Hypermarket cultivate
and preserve brand loyalty. Examine how brand reputation, customer service, and trust
affect recurring business and good word-of-mouth.

Demographic Analysis: Study how demographics such as age, gender, income, and
occupation impact consumer preferences at Lulu Hypermarket. Tailor marketing
strategies to specific demographic segments for better customer engagement.

Competitive Analysis: Compare consumer buying behaviour at Lulu Hypermarket with

that at competitors. Identify areas where Lulu can differentiate itself or improve to stay
competitive in the market.

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 Conclusion

In conclusion ,the presence of lulu mall in lucknow had a significant impact on the
retail industry,leading to change in customer’s shopping interest and prefrences. The
shift from unorganized retail to organized retail is evident, as lulu mall offers customers
an international shopping experience that attract them to the mall.one of the key reasons
customer are drawn to lulu mall is its comprehensive offering, providing everything
under one roof ,including fresh food. The conveience and variety offered by the mall
appeal to shoppers, leading to increased footfall and spending. customers’ trust in big
mall like lulu is reflected in their preference for purchasing from such organized retail
establishment. The mall’s effort in maintaining good customer relation ,providing
special discounts,and offering unique product contribute to customer satisfaction and
positive perception of the mall.

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 Limitation

❖ Since the public’s response determine the validity and reliablity of the data,bias
was more likely because the study’s sample size consisted only of respondent.
❖ Due to the researcher’s time constraint and the sample’s tiny size in relation to
the population ,it may not accurately reflect the entire population.
❖ The data was gathered via structure questionnaire, therefore it contain the
typical and usual flaws associated with this kind of data gathering.
❖ A lack of access to extensive information.
❖ Report had to be completed in brief period.
❖ Reluctance of the respondent to give opinion or insight.
❖ Conflict over personal issues and biased views.
❖ Access to data is challenging.
❖ Unable to forecast and select an appropriate sample.

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 Appendix

Age

o 15-25
o 25-35
o 35-45
o 45-55
o 55-65

Gender

o Male
o Female

Occupation

o Salaried person
o Self employed
o Student
o Homemaker

Income
o 10000
o 10000-30000
o 30000-60000
o 90000

How frequently do visit the lulu hypermarket?

o Daily
o Weekly
o Monthly
o Rarely
o First time

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How frequently do you visit the lulu hypermarket ?

o Daily
o Weekly
o Monthly
o Rarely
o First time
How did you first become aware of the lulu hyper market ?
o Newspaper
o Social media
o Radio
o Google
o Other
Did you find the store layout easy to navigate ?
o Extremely easy
o Easy
o Neutral
o Extremely difficult
o Difficult

Were the product you were looking for available in stock ?

o Always
o Sometime
o Often
o Rarely
o Never
Did you find wide variety of product to choose from ?

o Strongly agree
o Agree
o Strongly disagree
o Disagree
o Neutral

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How would you rate the friendliness and helpfulness of the staff ?

o Very friend and very helpful

o Friendly and helpful
o Neutral
o Unfriendly and unhelpful
o Very unfriendly and very unhelpful
Do you think the prices at the lulu hypermarket are reasonable ?
o Very reasonable
o Reasonable
o Neutral
o Unreasonable
o Very unreasonable
What attract you to buy from lulu hypermarket ?
o Product
o Price
o Quality
o Monthly sale
o Offer
o Discounts
How satisfied are you with the quality and freshness of product available at the lulu
hypermarket ?

o Highly satisfied
o Satisfied
o Neutral
o Highly dissatisfied
o Dissatisfied
How would you rate the customer services at lulu hypermarket ?
o Excellent
o Very good
o Good
o Fair
o poor

How satisfied are you with your overall shopping experience available at lulu
hypermarket ?
o Highly satisfied
o Satisfied
o Highly satisfied
o Dissatisfied
o Neutral

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 BIBLIOGRAPHY

http://www.livemint.com

http://www.scribed.com

www.googelresearchscholar.com

http://www.business-standard.com

http://www.economictimes.com

www.itcportal.com

http://www.indiancompanies.in

https://www.lucknow.lulumall.in

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