Consumer Behavior

Outlet Comparison By:

Syed Uzair, Muhammad Anns, Pashmala Sohail, Zehra Raza, Rahat Hussain
Hyerstar Vs Utility Store

 Here, we are comparing two departmental stores in Karachi, 1st one is

Hyperstar and 2nd one is utility stores of Pakistan.

 In this comparison we evaluate the store layout, there designs, appealing

appearance, customer behavior, placement of products and visual
merchandising techniques.
 Appearance
Hyperstar’s exterior layout and design is Utility store appearance is not good,
very helpful and consistent for the customers. Store board is very dull and there is no
proper arrangement of cleaning.
How do you feel exterior layout and design is
Helpful for the customer? How do you feel exterior layout and design is
Helpful for the customer?
1- Helpful
2- Neutral 1- Helpful
3- Not Helpful 2- Neutral
3- Not Helpful
 Ambiance
The character or atmosphere of a Hyperstar We Feel the utility store never work on their
looks and feel relaxing and good which evoke ambiance or may be they don’t know about it.
the customer to purchasing .

Do you feel ambiance of Hyperstar is helpful Do you feel ambiance of Utility store is helpful
in purchasing? in purchasing?

1- Yes, it is 1- Yes, it is
2- Neutral 2- Neutral
3- No, its not 3- No, its not
 Suggestions

 Overall the Hyperstar is good. We suggest him to place welcome officers at

main entrance of store who warmly welcome the customers.

 Utility store is need to take many steps to improve their image, renovate
their outlet, hire young and energetic front staff, proper shelfing of goods.
 Fixtures
Proper lighting on every shelf and in passage. Fixture helps in to create the mood of
Fixtures show the display clear and make good Consumer but in utility store we didn’t find
impact on the ambiance of the store. a better fixtures.

Does the fixtures of store helps in shopping or

creating the mind of consumer?
Does the fixtures of store helps in shopping or
1- Yes creating the mind of consumer?
2- May Be
3- No 1- Yes
2- May Be
3- No
 Promotions
1- Does the Hyperstar’s promotions effectively 1- Does the Utility store promotions effectively sell
sell merchandise? merchandise?

a) Yes b) May Be c) No a) Yes b) May Be c) No

2- Has the retailer used any theatrical effects to 2- Has the retailer used any theatrical effects to
sell merchandise? sell merchandise?
a) Yes b) May Be c) No a) Yes b) May Be c) No

3- Does the store use creative use of wall space to 3- Does the store use creative use of wall space to
sell products? sell products?
a) Yes b) May Be c) No a) Yes b) May Be c) No

4- Sales staff help in suggestive selling? 4- Sales staff help in suggestive selling?
a) Yes b) May Be c) No a) Yes b) May Be c) No

5- Is the sales staff is friendly or helpful? 5- Is the sales staff is friendly or helpful?
a) Yes b) May Be c) No a) Yes b) May Be c) No
Promotions
Wall Spaces In HS Effective promotions
Promotions

Govt give subsidies to

utility store but they didn’t
use these benefits
Effectively.
 Layout

Hyperstar layout help the customer through out
the store they use the grid layout technique
which use normally use in departmental stores.
They categorized the departments which help
the customer in purchasing.
1- Does store layout help people?
a) Yes b) May Be c) No
Utility store layout doesn’t help the customer
through out the store they use the grid layout
technique but not properly and effectively.
1- Does store layout help people?
a) Yes b) May Be c) No
How does layout facilitate to purchase?

A-Effective layout attract or make easy buying process for the customer.

What type of layout is used? Would another type layout be better?

A- Generally a straight(Grid) layout technique used in departmental stores

which is very effective, convenient and easily categorized by stores.
This technique allow to utilize maximum space, walls and corners.
These technique is also used in Hyperstar and Utility store. Grid layout plan
is better for departmental stores.

Are there any display that increase interest in the product?

Hamesha Sasta..
Summary

 Overall Hyperstar visit was good.

 Hire some welcome officer who warmly welcome the customers.
 Utility store need to take serious steps.
 Hire young and energetic staff on front.
 Give proper training to deal with customers.
 Effective use of promotions which increase the sales and develop the
brand image.