Amit Vishwani GLCRMM050

“Consumer buying behavior of consumer durables in a multimedia
section for HyperCITY, Malad”
By:
Amit Vishwani
Roll No: KHR2009PGDMRMF050
Summer Project Report submitted to the Institute of Technology and

Management, Navi Mumbai, 410210
In partial fulfillment of the requirements for the degree of
MBA-RMM
APPROVED BY:
Mr. Sunita Tuaro Prof. Arun saxena
Assitance Manager –HR Assistant Prof. Marketing
HyperCITY Retail (India) Ltd. ITM Business School

Acknowledge
I would like to extend sincere thanks to Mr. Darshan Thakkar, (General Manager,
HyperCITY, Malad) my Industry advisor, for his time, advice, and encouragement. I
would like to express my gratitude to the HyperCITY Retail (India) Ltd. for giving me
this opportunity to work and learn in the organization. This project would not have been
possible without the support and encouragement of everyone here.
I would like to thank my institute ITM including the Director, Dr. Ganesh Raja, the
Dean, Dr. Adhikari and especially the Deputy Director, Mr. B.V.R. Murthy for their
constant support.
Sincere gratitude is extended to my faculty guides Prof. Arun Saxena assistance with
the research process. I would also like to specially thank Dr. Shelja Jose for her
constant guidance.
A special thanks is extended to Mr. Siddharthan M. (Vice President, Operations,

HyperCITY), Mr. Prashant Niwas (service Manager,Multimedia HyperCITY, Malad), and
to all of my colleagues and fellow interns at HyperCITY, Malad and the staff at ITM for
their assistance.
|Hypercity Retail India Ltd.

TO WHOMSOEVER IT MAY CONCERN
This is to certify that Mr.Amit Vishwani, student of PGDM-RMM of Institute for

Technology and Management, Navi Mumbai has completed his internship i.e.(May 2010
to July 2010)under my guidance .He was successfully completed the project stated as
under.
“Consumer buying behavior of consumer durables in a Multimedia for HyperCITY,

Malad”
I wish him all the best for future.
Faculty guide
Prof. Arun Saxena
Senior Lecturer

AUTHORIZATION LETTER/CERTIFICATE
This to certify that Mr. Amit Vishwani was associated with our organization as a Summer
Intern from 5 May 2010 to 30 July 2010
The project that he carried out during her internship is titled “Customer buying behavior
of consumer durables in a Hypermarket for HyperCity, Malad”.
The performance exhibited during execution of the project and her overall conduct was
good.
We appreciate the services rendered by her and we sincerely wish her all the success in
her career,
Yours Truly,
For HyperCity Retail India Ltd,
Sunita Tauro
Assistant Manager-HR

Table of Contents
1. Executive Summary 5
2. Introduction 6
3. Company Profile 8
4. Literature review 14
5. Research Objective 16
6. Research Methodology 17
Phase 1 21
• Customer profiling of HyperCITY, Malad 27
Phase 2 33
• Competitor customer profiling 34
• Competition Analysis 58
• Share of Voice 76
2. Recommendation & Implications 78
3. Conclusion 79
4. Bibliography 80
5. Appendix – Questionnaire 82

EXECUTIVE SUMMERY
The main purpose of the study was to understand the customer buying behavior of
consumer durables in a hypermarket. The research also tries to understand the
customer base visiting the multimedia section of HyperCITY and its competitors.
Another important task was to analyze the competition in the market, the customers
satisfaction level with respect to price, offers, product range etc.
A questionnaire was prepared and was used to collect the empirical data in order to
statistically test the hypothesis. Another instrument used to carry out the study was by
observation method. The observation method involves human or mechanical
observation of what people actually do or what events take place during a buying or
consumption situation.
The study helped us to come to conclusion that customers have rated HyperCity well on
parameters price,stock range and customer associates knowledge & assistance over
Vijay sales.
In terms of price and offers customers have rated E-zone and Croma well over
HyperCity.
As per the study it can be concluded that HyperCity fares poor in terms of stock
availability and home delivery when compared to all its competitors taken into
consideration.

INTRODUCTION
The Global Retail Industry:
Retail has played a major role world over in increasing productivity across a wide range
ofconsumer goods and services .The impact can be best seen in countries like U.S.A.,
U.K.,Mexico, Thailand and more recently China. Economies of countries like
Singapore,Malaysia, Hong Kong, Sri Lanka and Dubai are also heavily assisted by the
retail sector.Retail is the second-largest industry in the United States both in number of
establishments and number of employees. It is also one of the largest world wide. Wal-
Mart is the world’s largest retailer. Already the world’s largest employer with over
1million associates, Wal-Mart displaced oil giant Exxon Mobil as the world’s largest
company when it posted $219 billion in sales for fiscal 2001.
The organized retail industry-
Organized trade in India is highly under-developed as compared with other emerging

markets in Asia, Latin America and Eastern Europe and developed markets like the US.
Growing consumerism would be a key driver for organized retail in India. Several
demographic trends are favorable for the growth of organized trade.
Going forward, TSMG projects that in the next 10 years, the overall retail market in India
is likely to grow at a CAGR of 5.5% (at constant prices) to 1,677,000 Cr in 2015. The
organized retail market is expected to grow much faster at a CAGR of 21.8% (at
constant prices) to Rs. 246,000 Cr by 2015 thereby constituting ~15% of the overall
retail sales. Based on our projections, the top 5 organized retail categories by 2015
would be food, grocery & general merchandise, apparel, durables, food service and
home improvement.
The global trends have important implications for Indian retailers. The Indian consumer
remains value conscious. The consumer in most cases is willing to spend money, but
remains cost conscious, evaluating every rupee spent. It is therefore imperative for
retailers to offer price advantage via sourcing and operational efficiency and a strong
private label program to attract customers.
In summary, the retail market is the next growth frontier for corporate India. It offers an
opportunity for a large player to build a Rs. 40,000 Cr retail business spanning multiple
categories by 2015 (at current prices). Compared to this, the revenue of the largest
Indian retailer Pantaloon was only Rs 1085 Cr in 2005. No wonder large domestic
business houses and international retailers have expressed keen interest to enter the
retail sector in India. However, to capitalize on the opportunity, a player needs to be
aggressive in its outlook and build scale quickly.
Retail Scenario in India:
As the corporate – the Piramals, the Tatas, the Rahejas, ITC, S.Kumar’s, RPG Enterprises
and mega retailers- Crosswords, Shopper’s Stop, and Pantaloons race to revolutionize
the retailing sector, retail as an industry in India is coming alive.
The factors responsible for the development of the retail sector in India can be broadly
summarized as follows-

• Market growth- 8 to 10% annual growth with 30%+ growth rate for modern format
retail
• Strong economy- fourth largest economy on purchasing parity basis
• Market opportunities- growing consumer aspiration
• Infrastructure- large amount of quality retail space being added
• Liberalization of the Indian economy
Challenges of Retailing in India:
Retailing as an industry in India has still a long way to go. To become a truly flourishing
industry, retailing needs to cross the following hurdles:
• Automatic approval is not allowed for foreign investment in retail.

• Regulations restricting real estate purchases, and cumbersome local laws.
• Taxation, which favors small retail businesses.
• Absence of developed supply chain and integrated IT management.
• Lack of trained work force.
• Low skill level for retailing management.
• Intrinsic complexity of retailing – rapid price changes, constant threat of product
obsolescence and low margins.
Role of customer profiling in retailing-
A customer profile is a series of descriptive phrases that paint a picture of a selected

retail consumer target. A good profile will answer the questions-“who are those people”
and “where do they live”. A profile is built from demographic, expenditure, lifestyle and
media preference data and is used to immediately understand the characteristics of a
given customer. Profiling is an effective tool because it helps retail marketers manage
current customers, develop strategies aimed at specific prospects and reduce the
overall costs of marketing and customer acquisition.
Customer behavior is a much stronger predictor of your future relationship with a

customer than demographic information ever will be. You have to look at the data, the
record of their behavior, and it will tell you things. It will tell you "I’m not satisfied." It
will tell you "I want to buy more, give me a push."

Company Profile:
HyperCITY is a shop that offers products sourced from both local and international
markets. The product range covers: Foods and Grocery, Homeware, Home
Entertainment, Multimedia, Appliances, Furniture, Sports, Toys & Fashion.
HyperCITY provides a truly international shopping experience, where customers can

shop in comfort in a large, modern, & exciting environment. It offers a wide and
contemporary range of innovative products, sourced from both local and international
markets
Vision:
‘To be an integral part of customer lives, by offering them a high quality shopping
experience through great products at even better prices.’ (Vision)
Features and Facilities:
• ATM facility – convenient cash withdrawal

• Consumer finance - enables easy purchase of consumer durables
• Disabled access to store & toilets -socially responsible - wheelchair facilities
available
• Trial rooms-enables you try before you buy
• Free gift wrapping-makes gifting convenient & hassle-free
• Faster check-outs without queues-30 check- out counters. (Services)
Specialty Areas:
• Exclusive imported food-From Waitrose, UK

• Gaming Zone-with latest gaming equipment
• Cricket Net-where you can select & test your cricket gear
• Demo Kitchen-get product demos, taste recipes created by master chefs
• Home Theatre Demo Room-for sound-proof audio testing

Exclusive Brands:
HyperCITY has a wide array of exclusive brands across all categories. These brands
ensure increased value to the customers through superior product offerings, quality and
uniqueness at great prices.
Food & Grocery
Terzo:
The Power of Super clean is now in your hands. Introducing Terzo Home
cleaners with power of 3! The range comprise of power cleaners,
Everyday Cleaner, Toilet cleaner, Floor Cleaner & Utensil Cleaner.
Fresh Basket:
Every Fresh Basket product guarantees freshness and quality on a
daily basis, with all the goodness locked in. Fresh Basket offers the
freshest selection of meat, seafood, fresh produce, freshly baked
breads, specialty bread, etc.
Hypercity:
HyperCITY is dedicated to bring wholesome food to your family at great
prices. Our products are packed under hygienic conditions and are priced
to offer real value, every day. HyperCITY encompasses everyday foods
like cereals, spices, flour, pulses, dry fruits and other products.
Waitrose:
Voted the top supermarket chain in UK exclusively available at HyperCITY.
Come and taste the best of teas, coffees, juices, jams and more

Home
Ebano:
Discover stylish essentials for your home with HyperCITY’s exclusive
brand e b a n o. e b a n o presents a selection of basic products with a
modern appeal. Bringing your home to life with contemporary designs,
vibrant colors, great value & is present across Utensils, Cutlery,
Bakeware, Crockery, Glassware, Pots'n'pans, Implements, Bed linen,
Towels, Cushions, Table linen, pillows and more.
Avorio:
Make your home a more luxurious place with Avorio, the exclusive brand
from HyperCITY. AVORIO offers exclusive, versatile and classic designs to
enhance your lifestyle. Avorio spans Implements, Pots'n'pans, Glassware,
Cutlery, Crockery, Towels, Bed linen, Table linen, Duvets & quilts and
more.
Everyday:
The range includes everything you need for your office - office
accessories, writing instruments, paper stationery, etc.
Fashion
HyperCITY offers a coordinated range at super prices; cutting across clothing, footwear,
sunglasses, watches, hair accessories, bags and jewelry.
Joojoobs:
Discover Fashion for your little ones!! The Joojoobs range of comfortable
garments for infants includes designer infant wear and infant western
wear. The range combines the finest quality fabrics & vivid colors to
create a high value range of infant wear.
CITY Sense:
Comprises of a basic line of value packs at super duper prices;
covering value packs of tees, socks, briefs, vests, basic denim, etc.,
for men, women & kids.
CITYLife:
Everyday wear for men, women, kids and footwear, styled for value.
CITY Style:
Offers the latest trends in clothing in the market, at prices that are
affordable.

Appliances
Technix:
HyperCITY offers Technix range of appliances will be available across
microwaves, cook-tops and mixer-grinders
Sports
Raleigh:
The Raleigh Series of bicycles are available exclusively at HyperCITY.
Raleigh is one of the world’s biggest brands in Bicycles. Raleigh bicycles
are simple, elegant, efficient and fun. They are designed with care and
fitted with latest technology. Raleigh has the following varieties in bicycles -
Mountain Sport, Platinum, Juvenile, Toy cycles, etc.
Maxit:
The Maxit line of sports equipment and apparels is available exclusively at
HyperCITY. Maxit stands for - Maximum Range, i.e. it offers a superior line
up of sports gear at great value. Maxit is available across sports categories
like cricket, football, basketball, volleyball, boxing and baseball. (Exclusive
Brands)

Shopping at HyperCITY is an even more rewarding experience. The HyperCITY Discovery
Club brings you great savings, exclusive promotions, special previews and a whole lot
more. Earn Discovery Reward points and redeem them against purchases. HyperCITY
Discovery Club reflects our commitment to offer you the ultimate shopping experience.
(HyperCITY Discovery Club)
HyperCITY Discovery Club Card Benefits:
• HyperCITY Discovery Club members get additional discounts as Discovery

reward points
• Each Discovery reward point is worth Re.1/-
• Exclusive offers available for HyperCITY Discovery Club members, every months
across all categories
• HyperCITY Discovery Club members enjoy exclusive offers round the year,
across all categories
• Discovery reward points will be valid for a period of 2 years
• HyperCITY Discovery Club card comes with a lifetime validity

Additional Services:-
Listed below are the services you can avail of when you shop at any HyperCITY store. It
is their endeavor to offer you a full range of services at all locations.

LITERATURE REVIEW
Indian Retail Scenario
As per McKinsey, the organized retail industry is expected to grow from the
current 5% of the total market to about 14-18% of the expected Rs. 1,800,000 cr
market by 2015. Though organized retailers are growing at a fast pace, they
face many challenges. The major challenges are increasing real estate prices,
lack of standard tax policies and FDI policy. (McKinsey)
Though Indian retail is

dominated by a large
number of small retailers, the
last few years have witnessed
the entry of a number of
organized retailers opening stores
in various modern formats in
metros and other important cities. Organized retail
stores rose from 3,125 covering an area of 3.3 million sq ft in 2001 to 27,076
with an area of 31 million sq ft in 2006.(Kokatnur, Aug 2009)
Because of emergence of new retail formats

competition between retailers is increasing and
the consumers shop from various retailer where
they get best buys.(Morganosky, 1997)
Hypermarkets:
The impact of supercenters on traditional food

retailers is so much that the supercenters are gaining 15% to 20% of primary
shoppers and an even greater proportion of secondary shoppers. (Seiders K,
2000)
Many of the world's top retailers such as Wal-Mart, Carrefour and Tesco are
currently eyeing the Indian retail sector. Carrefour and others normally look to
develop hypermarkets but, unlike Western countries, in India these would have
to be located within cities, rather than on the outskirts of urban areas.
(Padmanabhan, 2009)
The hypermarket segment has emerged as the format with the highest growth in
most emerging markets and is likely to continue its growth in India. The prices at
hypermarkets need to be competitive because they are not only competing
against the kiranas but also chains of convenience stores. Hypermarkets must
offer the best possible prices for F&G to bring in shoppers but, unfortunately,
margins for this segment can be quite unattractive - gross margins are
estimated to be at best around 10-12 per cent. Ideally, a 40:60 mix of food to
non-food should yield a blended gross margin of around 18-19 per cent.(, 2006)

But "organised retail", such as hypermarkets, supermarkets and department
stores, is still considered to be rare in India, accounting for just 4% of the
country's $322 billion market. Most Indians prefer shopping in independent
grocery shops, or kirana stores.(, 2008)
(Shamdasani, June 2004) commented that "even with the advent of big retailers
and modern concepts, small traditional players will stay. They will knit
themselves much more strongly through value-added customer services like
customization. Far from getting cannibalized, the small players will successfully
hitch themselves around the big boys. The benefits of the retail boom will be
extended to smaller players, with good coexistence between the two to serve
the communities better".
The small time retailer will be hit, as they wont be able to match quality and
compete against the big retailers.(Chattopadhyay, 2004)
The retailers need to shift from serving to masses to serving to classes.(Gagnon,

2005)
Consumer Durable Market:
The rural market is growing faster than the urban markets, although the
penetration level in rural area is much lower. The CTV segment is expected to
the largest contributing segment to the overall growth of the industry. The rising
income levels, double-income families and increasing consumer awareness are
the main growth drivers of this industry.(, May 2008)
Increasing disposable income and declining prices of durables have resulted in

increased volumes.The market for consumer durables (including entertainment
electronics, communitarian and IT products) is estimated at Rs 32 billion (US
$7.1 billion). The market is expected to grow at 10 to 12 per cent annually and is
expected to reach Rs 60 billion (US$13.3billion) by 2008. The urban consumer
durables market is growing at an annual rate of seven to 10 per cent, the rural
durables market is growing at 25 per cent annually. Some high-growth
categories within this segment include mobile phones, TVs and music systems.
(Industry)
The competition between consumer durable giants is building up as market

leader LG, Sony and Samsung ramp up production capabilities and investments
for India. The market share of MNCs in the domestic consumer durables sector is
65% as they primarily target the lucrative middle class segment.(Sharma, 2010)

Research Objective:
We have divided our study of Consumer buying behavior of consumer durables in
a Hypermarket for HyperCITY, Malad into phases.
Phase 1
• To derive the consumer profile of HyperCITY, Malad
Phase 2
• To derive the competitor’s customer profile of HyperCITY, Malad

• To analyze the competition for the Consumer Durables and Information
Technology (CDIT) section of HyperCITY, Malad
• To analyze the Share of Voice of the major competitors in the CDIT category

Research Methodology:
1. INTRODUCTION
Research methodology is a way to systematically solve research problem. In it

we study the various steps that are generally adopted by researcher in studying
his research problem along with the logic behind them. It is necessary for a
researcher to know not only the research methods / techniques but also the
methodology. It may be noted, in the context of planning & development, that
the significance of research lies in its quality and not in quantity. Researchers
should know how to apply particular research techniques, but they also need to
know which of these methods or techniques, are relevant and which are not, and
what would they mean and indicate and why.
There are various stages to solve the research problem as shown below:
RESEARCH PROBLEM
RATIONAL/SCOPE OF STUDY
RESEARCH DESIGN
• Research
Methodology
• Type of research
SAMPLING DESIGN
• Technique of
sampling
• Sample Population
• Sample Frame
• Sample unit
• Sample Size
DATA COLLECTION
• Primary
Data
• Secondary Data
“Research means different things to different people” and the intention behind it
are to investigate innumerable data, theories, experiences, concepts and law.
“The procedural framework within which the research is conducted” is the
definition of research methodology. The two broad and distinct approaches to
social research cover the Quantitative and Qualitative methods of enquiry.
Quantitative research has been characterized as the “science that silences too
many voices” since it relies heavily on remote, inferential empirical methods
employed to extend and reinforce certain kind of data, interpretations and test
hypotheses across samples
The qualitative paradigm on the other hand intends to gain a deeper

understanding, knowledge and insight into a particular situation or phenomenon,
by providing answers to questions of ‘how?’ rather than ‘what? Unlike qualitative
research which occurs in natural settings, quantitative research is where
hypotheses are established.
Instrument:
A questionnaire survey was carried out to collect the empirical data in order to
statistically test the hypothesis. The individual responses were kept confidential
in order to encourage openness and disclosure. The demographic data collected
included the areas from where the customer belonged. This information was
collected by the help of the open ended question in the questionnaire. General
instructions at the top of the instrument and specific instructions were given at
the beginning of the questions. The demographics about the respondents and
their professions were collected by questions at the end of the instrument.
A total of 12 questions were formulated into one single questionnaire to analyze

the objective of the case. A 5-point Likert scale was used to find the satisfaction
level of the customers regarding the major competitors.
Another instrument used to collect the sample was by observation method.
The observation method involves human or mechanical observation of what

people actually do or what events take place during a buying or consumption
situation. “Information is collected by observing process at work.”
The following are a few situations:-
• Service Stations-Pose as a customer, go to a service station and observe.

• To evaluate the effectiveness of display of Dunlop Pillow Cushions-In a
departmental store, observer notes:-

○ How many pass by;
○ How many stopped to look at the display;
○ How many decide to buy.
• Super Market-Which is the best location in the shelf? Hidden cameras are
used.
• To determine typical sales arrangement and find out sales enthusiasm shown
by various salesmen-Normally this is done by an investigator using a
concealed tape-recorder.
Advantages of Observation Method:
• If the researcher observes and record events, it is not necessary to rely on

the willingness and ability of respondents to report accurately.
• The biasing effect of interviewers is either eliminated or reduced. Data
collected by observation are, thus, more objective and generally more
accurate.
Administration of the survey:
To ensure the content validity, the survey instrument was pilot tested with 30 respondents and the feedback
from the same was incorporated into the study. The pilot tested questionnaire was then filled by the
respondents.
To ensure that all constructs have reliable questionnaire items, a reliability analysis was conducted with the use
of Cronbach Alpha Standards
Reliability Analysis:
The inter item reliability analysis is done to measure whether the scale used measures the same item and on
regular basis. As per the standards the more closer to 1 is the Cronbach Alpha the better it is on by the scale. In
this research paper leisure scale is used to measure the use of internet for internet purpose and the Cronbach
Alpha was measured.
Reliability Statistics
Cronbach's Alpha Based on

Cronbach's Alpha Standardized Items N of Items
.882 .886 30
Here in this case the Cronbach Alpha is measured to be 0.882 and it is very
close to 1. So the scale is supposed to be reliable.
Sample design:
The sample was mainly focused on the HyperCITY customers which comprised of
people from different age groups, occupations etc. The customers helped us
understand their views regarding HyperCITY and its competitors.
Sampling method:

A convenience sample chooses the individuals that are easiest to reach or
sampling that is done easy. Convenience sampling is used in exploratory
research where the researcher is interested in getting an inexpensive
approximation of the truth. As the name implies, the sample is selected because
they are convenient. This non probability method is often used during
preliminary research efforts to get a gross estimate of the results, without
incurring the cost or time required to select a random sample.
Convenience sampling sometimes known as grab or opportunity sampling) is a

type of non - probability sampling which involves the sample being drawn from
that part of the population which is close to hand. That is, a sample population
selected because it is readily available and convenient. This type of sampling is
most useful for pilot testing. For this research all questionnaires were filled
physically.
Sample size calculation:
Std. deviation =1.169
E = 0.20
Z = 1.96
N = 132
N = [Z *STD. DEV/E] 2 = (1.96* 1.169/ 0.20)2
Ideally, the sample size could have been 132 to suffice, but we collected 141 samples to
be on a safer side.
Data Collection:
The questionnaire was pre -tested using responses from 30 customers (to ensure
questionnaire readability) and then data was collected from (141) respondents
using a structured questionnaire. The questionnaire contained questions relating
to respondents' demographic characteristics like age, gender, occupation etc.
The instrument was tested for appropriate words, sequence of sentences and
ease of response format.
Data Analysis and Results:
The various test applied on the data were the chi-square test, paired sampling t-
test. Chi-square test was carried on to derive the customer profile of the
HyperCITY and its competitors, whereas, the paired sample t-test was carried on
to derive upon the satisfaction levels of the customers.

Phase 1
• To derive the consumer profile of HyperCITY, Malad.

According to SPSS, our study required us to take a sample size of 204 customers.
Below are a graphical and a chart representation of our sample.
1. Frequency of visit to HyperCITY, Malad in a month
2. Bar chart showing the percentage of people opted for an Extended Warranty

3. Bar chart showing the percentage of people who are the members of HyperCITY
Discovery Club, Malad.
4. Pie chart showing the percentage of the frequently read newspapers.

5. Pie chart showing the percentage of the number of times people have noticed the
HyperCITY ad in the newspaper.
6. Bar chart showing the percentage of the age group of people visiting HyperCITY,
Malad

7. Bar chart showing the percentage of the occupation of the people visiting HyperCITY,
Malad
8. Pie chart showing the gender breakup of the people that visit HyperCITY, Malad

9. Bar chart showing the percentage of the marital status of the people visiting
HyperCITY, Malad.
10.Bar chart showing the area of residence of the people visiting HyperCITY, Malad.

Crosstab
Age
18-24 years 25-34 years 35-44 years 45-54 years Total
Frequecny of Visit to 1-3 times Count 21 21 10 4 56

HyperCITY in a month
% of Total 14.9% 14.9% 7.1% 2.8% 39.7%
4-6 times Count 20 22 2 0 44
% of Total 14.2% 15.6% 1.4% .0% 31.2%
More than 6 times Count 14 23 2 2 41
% of Total 9.9% 16.3% 1.4% 1.4% 29.1%
Total Count 55 66 14 6 141
% of Total 39.0% 46.8% 9.9% 4.3% 100.0%
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 11.528a 6 .073
Likelihood Ratio 13.115 6 .041
Linear-by-Linear Association 1.102 1 .294
N of Valid Cases 141
a. 5 cells (41.7%) have expected count less than 5. The minimum expected count is 1.74.
1) Frequency of visit to HyperCITY, Malad in a month w.r.t age group

Hypothesis:
Ho: There is no significance difference in frequency of HyperCITY visit and different age
group of the customers.
H1: There is significance difference in frequency of HyperCITY visit and different age
Analysis:
The Pearson Chi-Square value is 0.073 which is more than 0.05, therefore, we will
support Ho Hypothesis and reject H1 Hypothesis. This means that frequency of visit to
store doesn’t varies in between different age group. Customer between 18-24 & 25-34

Years of age group tend to visit the store more in comparison to customers between 34-
44 & 45-54 Years of age group. 39.7% of customer of all age group tends to visit the
store 1-3 times in a month. Whereas 31.2% of customer of all age group tends to visit
the store 4-6 times in a month. And 29.1% of customer of all age group tends to visit
the store more than 6 times in a month. This % show that’s Hypercity cover’s all the
age groups.
2) Frequency of visit to HyperCITY, Malad in a month w.r.t Occupation

Crosstab
Occupation
Self employeed
Service (Businessman) Student Housewife’s Total
Frequecny of Visit to HyperCITY in 1-3 times Count 17 37 2 0 56

a month
% of Total 12.1% 26.4% 1.4% .0% 40.0%
4-6 times Count 21 20 1 1 43
% of Total 15.0% 14.3% .7% .7% 30.7%
% of Total 16.4% 12.1% .7% .0% 29.3%
Total Count 61 74 4 1 140
% of Total 43.6% 52.9% 2.9% .7% 100.0%
Chi-Square Tests
a. 6 cells (50.0%) have expected count less than 5. The minimum expected count is .29.
Hypothesis:
Ho: There is no significant difference between the frequency of HyperCITY visits in a
month and the occupation of the customers.
H1: There is significant difference between the frequency of HyperCITY visits in a month
and the occupation of the customers.

Analysis:
The Pearson Chi-Square value is 0.142 which is greater than 0.05, therefore, we will
store does not vary between the different occupation groups. Customer group of
Service person and Self Employed person tend to visit more in comparison of customer
group of Student and Housewife.

3) Frequency of visit of HYperCITY, Malad in a month w.r.t Gender
Crosstab
Gender
Male Female Total
Frequecny of Visit to HyperCITY in 1-3 times Count 39 17 56

a month
% of Total 27.7% 12.1% 39.7%
4-6 times Count 23 21 44
% of Total 16.3% 14.9% 31.2%
More than 6 times Count 22 19 41
% of Total 15.6% 13.5% 29.1%
Total Count 84 57 141
% of Total 59.6% 40.4% 100.0%
Chi-Square Tests
a. 0 cells (.0%) have expected count less than 5. The minimum expected count
is 16.57.
Hypothesis:
H0: There is no significant difference between the frequency of HyperCITY visits in a

month and gender.
and gender
Analysis:

store does not vary between the different gender groups. This also shows that males
visit the store more frequently as compared to women.
4) Frequency of visits to HYperCITY, Malad in a month w.r.t marital status
Crosstab
Marital Status
Married Single Total
Frequecny of Visit to HyperCITY in 1-3 times Count 35 21 56

a month
% of Total 24.8% 14.9% 39.7%
% of Total 17.0% 14.2% 31.2%
% of Total 20.6% 8.5% 29.1%
% of Total 62.4%37.6% 100.0%
Chi-Square Tests
Linear-by-Linear Association .501 1 .479
a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 15.41.
Hypothesis:

month and the marital status of the customers.

and the marital status of the customers.
Analysis:
store doesn’t varies according to the marital status. The table shows that the 62.4% of
the people visiting the store are married, whereas 37.6% of the people are unmarried.
5) Frequency of visit to HyperCITY, Malad in a month w.r.t Area of residence

Crosstab
Frequecny of Visit to HyperCITY in a month
1-3 times 4-6 times More than 6 times Total
Area of Residence (Distance) Andheri Count 13 13 6 32
% of Total 9.2% 9.2% 4.3% 22.7%
Bandra Count 0 1 2 3
% of Total .0% .7% 1.4% 2.1%
Borivali Count 0 5 2 7
% of Total .0% 3.5% 1.4% 5.0%
Goregoan Count 12 3 11 26
% of Total 8.5% 2.1% 7.8% 18.4%
kandivali Count 12 9 4 25
% of Total 8.5% 6.4% 2.8% 17.7%
malad Count 12 9 9 30
% of Total 8.5% 6.4% 6.4% 21.3%
mulund Count 1 0 0 1
% of Total .7% .0% .0% .7%
powai Count 0 2 0 2
% of Total .0% 1.4% .0% 1.4%
mira road Count 0 1 1 2
% of Total .0% .7% .7% 1.4%
other Count 6 1 6 13
% of Total 4.3% .7% 4.3% 9.2%
Total Count 56 44 41 141
% of Total 39.7% 31.2% 29.1% 100.0%

Crosstab
% of Total 9.2% 9.2% 4.3% 22.7%
% of Total .0% .7% 1.4% 2.1%
% of Total .0% 3.5% 1.4% 5.0%
% of Total 8.5% 2.1% 7.8% 18.4%
% of Total 8.5% 6.4% 2.8% 17.7%
% of Total 8.5% 6.4% 6.4% 21.3%
% of Total .7% .0% .0% .7%
powai Count 0 2 0 2
% of Total .0% 1.4% .0% 1.4%
% of Total .0% .7% .7% 1.4%
% of Total 4.3% .7% 4.3% 9.2%
Chi-Square Tests

Crosstab
% of Total 9.2% 9.2% 4.3% 22.7%
% of Total .0% .7% 1.4% 2.1%
% of Total .0% 3.5% 1.4% 5.0%
% of Total 8.5% 2.1% 7.8% 18.4%
% of Total 8.5% 6.4% 2.8% 17.7%
% of Total 8.5% 6.4% 6.4% 21.3%
% of Total .7% .0% .0% .7%
powai Count 0 2 0 2
% of Total .0% 1.4% .0% 1.4%
% of Total .0% .7% .7% 1.4%
% of Total 4.3% .7% 4.3% 9.2%
Value Df Asymp. Sig. (2-sided)

Crosstab
% of Total 9.2% 9.2% 4.3% 22.7%
% of Total .0% .7% 1.4% 2.1%
% of Total .0% 3.5% 1.4% 5.0%
% of Total 8.5% 2.1% 7.8% 18.4%
% of Total 8.5% 6.4% 2.8% 17.7%
% of Total 8.5% 6.4% 6.4% 21.3%
% of Total .7% .0% .0% .7%
powai Count 0 2 0 2
% of Total .0% 1.4% .0% 1.4%
% of Total .0% .7% .7% 1.4%
% of Total 4.3% .7% 4.3% 9.2%

Crosstab
% of Total 9.2% 9.2% 4.3% 22.7%
% of Total .0% .7% 1.4% 2.1%
% of Total .0% 3.5% 1.4% 5.0%
% of Total 8.5% 2.1% 7.8% 18.4%
% of Total 8.5% 6.4% 2.8% 17.7%
% of Total 8.5% 6.4% 6.4% 21.3%
% of Total .7% .0% .0% .7%
powai Count 0 2 0 2
% of Total .0% 1.4% .0% 1.4%
% of Total .0% .7% .7% 1.4%
% of Total 4.3% .7% 4.3% 9.2%

Crosstab
% of Total 9.2% 9.2% 4.3% 22.7%
% of Total .0% .7% 1.4% 2.1%
% of Total .0% 3.5% 1.4% 5.0%
% of Total 8.5% 2.1% 7.8% 18.4%
% of Total 8.5% 6.4% 2.8% 17.7%
% of Total 8.5% 6.4% 6.4% 21.3%
% of Total .7% .0% .0% .7%
powai Count 0 2 0 2
% of Total .0% 1.4% .0% 1.4%
% of Total .0% .7% .7% 1.4%
% of Total 4.3% .7% 4.3% 9.2%

Crosstab
% of Total 9.2% 9.2% 4.3% 22.7%
% of Total .0% .7% 1.4% 2.1%
% of Total .0% 3.5% 1.4% 5.0%
% of Total 8.5% 2.1% 7.8% 18.4%
% of Total 8.5% 6.4% 2.8% 17.7%
% of Total 8.5% 6.4% 6.4% 21.3%
% of Total .7% .0% .0% .7%
powai Count 0 2 0 2
% of Total .0% 1.4% .0% 1.4%
% of Total .0% .7% .7% 1.4%
% of Total 4.3% .7% 4.3% 9.2%

Crosstab
% of Total 9.2% 9.2% 4.3% 22.7%
% of Total .0% .7% 1.4% 2.1%
% of Total .0% 3.5% 1.4% 5.0%
% of Total 8.5% 2.1% 7.8% 18.4%
% of Total 8.5% 6.4% 2.8% 17.7%
% of Total 8.5% 6.4% 6.4% 21.3%
% of Total .7% .0% .0% .7%
powai Count 0 2 0 2
% of Total .0% 1.4% .0% 1.4%
% of Total .0% .7% .7% 1.4%
% of Total 4.3% .7% 4.3% 9.2%
. 17 cells (56.7%) have expected count less than 5. The minimum expected count is .29.
Hypothesis:

month and the area of residence of the customers
and the area of residence of the customers.
Analysis:
The Pearson Chi-Square value is 0.045 which is less than 0.05, therefore, we will
store varies according to the area of residence. The table shows that approx 80% of the
customer base comes from the nearby locality of Goregoan, Malad, Kandivali and
Andheri which falls in the radius of 5-6 kms. Other include sion, vileparle, virar, powai,
santacruz, versova and jogeshwari.

Phase 2
• To derive the competitor’s customer profile of

HyperCITY, Malad.
• To analyze the competition for the Consumer

Durables and Information Technology (CDIT)
section of HyperCITY, Malad.
• To analyze the Share of Voice of the major

competitors in the CDIT category.

1. To derive the competitor’s customer profile of HyperCITY, Malad.
A. E-zone, Malad
1) Frequency of visit to E-zone, Malad in a month w.r.t age
Crosstab
Age
Frequecny of Visit to Never Count 2 1 0 0 3
E-zone in a month
% of Total 1.4% .7% .0% .0% 2.1%
1-3 times Count 19 21 0 1 41
% of Total 13.5% 14.9% .0% .7% 29.1%
4-6 times Count 17 28 11 3 59
% of Total 12.1% 19.9% 7.8% 2.1% 41.8%
% of Total 12.1% 11.3% 2.1% 1.4% 27.0%
Total Count 55 66 14 6 141
% of Total 39.0% 46.8% 9.9% 4.3% 100.0%
Chi-Square Tests

Hypothesis:
H0: There is no significant difference between the frequency of E-zone visits in a month
and the age of the customers.
H1: There is significant difference between the frequency of E-zone visits in a month
and age of the customers.
Analysis:
support H1 Hypothesis and reject Ho Hypothesis. This means that frequency of visit to
store vary between different age group. Customers between 18-24 & 25-34 years of age
group tend to visit the store more in comparison to the customer between 35-44 & 45-
54 years of age group. The table also shows that 41.8% of HyperCITY customers has
visited E-zone4-6 times in last one month. 29.1% of the HyperCITY customers have
visited E-zone between 1-3 times in last one month.

2) Frequency of visit to E-zone, Malad in a month w.r.t Occupation
Crosstab
Occupation
Self employeed
Service (Businessman) Student housewifes Total
E-zone in a month
% of Total .7% 1.4% .0% .0% 2.1%
1-3 times Count 14 25 2 0 41
% of Total 10.0% 17.9% 1.4% .0% 29.3%
4-6 times Count 24 34 0 0 58
% of Total 17.1% 24.3% .0% .0% 41.4%
% of Total 15.7% 9.3% 1.4% .7% 27.1%
% of Total 43.6% 52.9% 2.9% .7% 100.0%
Chi-Square Tests
Hypothesis:
and occupation of the customers.

Analysis:
store doesnt varies between the different occupation groups. Customer group of Service
person and Self Employed person tend to visit more in comparison of customer group of
Student and Housewife.
3) Frequency of visit to E-zone, Malad in a month w.r.t Gender

Crosstab
Gender
Male Female Total
Frequecny of Visit to Never Count 1 2 3
E-zone in a month
% of Total .7% 1.4% 2.1%
% of Total 16.3% 12.8% 29.1%
% of Total 25.5% 16.3% 41.8%
% of Total 17.0% 9.9% 27.0%
% of Total 59.6% 40.4% 100.0%
Chi-Square Tests
a. 2 cells (25.0%) have expected count less than 5. The minimum expected count is
1.21.
Hypothesis:

and gender of the customers.
and gender of the customers.
Analysis:
support Ho Hypothesis and reject Ho Hypothesis. This means that frequency of visit to

4) Frequency of visit to E-zone, Malad in a month w.r.t the marital status
Crosstab
Marital Status
Frequecny of Visit to E-zone in a Never Count 1 2 3

month
% of Total .7% 1.4% 2.1%
% of Total 17.7% 11.3% 29.1%
% of Total 28.4% 13.5% 41.8%
% of Total 15.6% 11.3% 27.0%
% of Total 62.4% 37.6% 100.0%
Chi-Square Tests
Hypothesis:
Analysis:

store does not vary according to the marital status. The table shows that the 62.4% of
10. Frequency of visit to E-zone, Malad in a month w.r.t the Area of residence

Crosstab
Frequecny of Visit to E-zone in a month
Never 1-3 times 4-6 times More than 6 times Total
Area of Residence Andheri Count 1 8 15 8 32
(Distance)
% of Total .7% 5.7% 10.6% 5.7% 22.7%
Bandra Count 0 1 1 1 3
% of Total .0% .7% .7% .7% 2.1%
Borivali Count 0 5 0 2 7
% of Total .0% 3.5% .0% 1.4% 5.0%
Goregoan Count 1 9 11 5 26
% of Total .7% 6.4% 7.8% 3.5% 18.4%
kandivali Count 0 11 9 5 25
% of Total .0% 7.8% 6.4% 3.5% 17.7%
malad Count 0 5 17 8 30
% of Total .0% 3.5% 12.1% 5.7% 21.3%
mulund Count 0 0 1 0 1
% of Total .0% .0% .7% .0% .7%
powai Count 0 0 0 2 2
% of Total .0% .0% .0% 1.4% 1.4%
mira road Count 0 0 0 2 2
% of Total .0% .0% .0% 1.4% 1.4%
other Count 1 2 5 5 13
% of Total .7% 1.4% 3.5% 3.5% 9.2%
Total Count 3 41 59 38 141
% of Total 2.1% 29.1% 41.8% 27.0% 100.0%

Crosstab
(Distance)
% of Total .7% 5.7% 10.6% 5.7% 22.7%
% of Total .0% .7% .7% .7% 2.1%
% of Total .0% 3.5% .0% 1.4% 5.0%
% of Total .7% 6.4% 7.8% 3.5% 18.4%
% of Total .0% 7.8% 6.4% 3.5% 17.7%
% of Total .0% 3.5% 12.1% 5.7% 21.3%
% of Total .0% .0% .7% .0% .7%
% of Total .0% .0% .0% 1.4% 1.4%
% of Total .0% .0% .0% 1.4% 1.4%
% of Total .7% 1.4% 3.5% 3.5% 9.2%
Total Count 3 41 59 38 141
Chi-Square Tests
Crosstab
(Distance)
% of Total .7% 5.7% 10.6% 5.7% 22.7%
% of Total .0% .7% .7% .7% 2.1%
% of Total .0% 3.5% .0% 1.4% 5.0%
% of Total .7% 6.4% 7.8% 3.5% 18.4%
% of Total .0% 7.8% 6.4% 3.5% 17.7%
% of Total .0% 3.5% 12.1% 5.7% 21.3%
% of Total .0% .0% .7% .0% .7%
% of Total .0% .0% .0% 1.4% 1.4%
% of Total .0% .0% .0% 1.4% 1.4%
% of Total .7% 1.4% 3.5% 3.5% 9.2%
Total Count 3 41 59 38 141

Crosstab
(Distance)
% of Total .7% 5.7% 10.6% 5.7% 22.7%
% of Total .0% .7% .7% .7% 2.1%
% of Total .0% 3.5% .0% 1.4% 5.0%
% of Total .7% 6.4% 7.8% 3.5% 18.4%
% of Total .0% 7.8% 6.4% 3.5% 17.7%
% of Total .0% 3.5% 12.1% 5.7% 21.3%
% of Total .0% .0% .7% .0% .7%
% of Total .0% .0% .0% 1.4% 1.4%
% of Total .0% .0% .0% 1.4% 1.4%
% of Total .7% 1.4% 3.5% 3.5% 9.2%
Total Count 3 41 59 38 141

Crosstab
(Distance)
% of Total .7% 5.7% 10.6% 5.7% 22.7%
% of Total .0% .7% .7% .7% 2.1%
% of Total .0% 3.5% .0% 1.4% 5.0%
% of Total .7% 6.4% 7.8% 3.5% 18.4%
% of Total .0% 7.8% 6.4% 3.5% 17.7%
% of Total .0% 3.5% 12.1% 5.7% 21.3%
% of Total .0% .0% .7% .0% .7%
% of Total .0% .0% .0% 1.4% 1.4%
% of Total .0% .0% .0% 1.4% 1.4%
% of Total .7% 1.4% 3.5% 3.5% 9.2%
Total Count 3 41 59 38 141

Crosstab
(Distance)
% of Total .7% 5.7% 10.6% 5.7% 22.7%
% of Total .0% .7% .7% .7% 2.1%
% of Total .0% 3.5% .0% 1.4% 5.0%
% of Total .7% 6.4% 7.8% 3.5% 18.4%
% of Total .0% 7.8% 6.4% 3.5% 17.7%
% of Total .0% 3.5% 12.1% 5.7% 21.3%
% of Total .0% .0% .7% .0% .7%
% of Total .0% .0% .0% 1.4% 1.4%
% of Total .0% .0% .0% 1.4% 1.4%
% of Total .7% 1.4% 3.5% 3.5% 9.2%
Total Count 3 41 59 38 141

Crosstab
(Distance)
% of Total .7% 5.7% 10.6% 5.7% 22.7%
% of Total .0% .7% .7% .7% 2.1%
% of Total .0% 3.5% .0% 1.4% 5.0%
% of Total .7% 6.4% 7.8% 3.5% 18.4%
% of Total .0% 7.8% 6.4% 3.5% 17.7%
% of Total .0% 3.5% 12.1% 5.7% 21.3%
% of Total .0% .0% .7% .0% .7%
% of Total .0% .0% .0% 1.4% 1.4%
% of Total .0% .0% .0% 1.4% 1.4%
% of Total .7% 1.4% 3.5% 3.5% 9.2%
Total Count 3 41 59 38 141

Crosstab
(Distance)
% of Total .7% 5.7% 10.6% 5.7% 22.7%
% of Total .0% .7% .7% .7% 2.1%
% of Total .0% 3.5% .0% 1.4% 5.0%
% of Total .7% 6.4% 7.8% 3.5% 18.4%
% of Total .0% 7.8% 6.4% 3.5% 17.7%
% of Total .0% 3.5% 12.1% 5.7% 21.3%
% of Total .0% .0% .7% .0% .7%
% of Total .0% .0% .0% 1.4% 1.4%
% of Total .0% .0% .0% 1.4% 1.4%
% of Total .7% 1.4% 3.5% 3.5% 9.2%
Total Count 3 41 59 38 141

Hypothesis:
Analysis:
store does not vary according to the area of residence. The table shows that approx
80% of the customer base comes from the nearby locality of Goregoan, Malad, Kandivali
and Andheri which falls in the radius of 5-6 kms. Other include sion, vileparle, virar,
powai, santacruz, versova and jogeshwari.

A. Croma, Malad
1. Frequency of visit to Croma, Malad in a month w.r.t

age
Crosstab
Age
Croma in a month
% of Total 5.0% 3.5% .0% .0% 8.5%
1-3 times Count 16 27 7 1 51
% of Total 11.3% 19.1% 5.0% .7% 36.2%
4-6 times Count 18 21 1 1 41
% of Total 12.8% 14.9% .7% .7% 29.1%
% of Total 9.9% 9.2% 4.3% 2.8% 26.2%
Total Count 55 66 14 6 141
% of Total 39.0% 46.8% 9.9% 4.3% 100.0%
Chi-Square Tests
Hypothesis:

H0: There is no significant difference between the frequency of Croma visits in a month
H1: There is significant difference between the frequency of Croma visits in a month
Analysis:
store does not varies between different age group. Customers between 18-24 & 25-34
years of age group tend to visit the store more in comparison to the customer between
35-44 & 45-54 years of age group. The table also shows that 8.5% of HyperCITY
customers have NOT visited Croma in last one month. 36.2% of the HyperCITY
customers have visited E-zone between 1-3 times in last one month.

2. Frequency of visit to Croma, Malad in a month w.r.t occupation
Crosstab
Occupation
Self employeed
Croma in a month
% of Total .7% 7.9% .0% .0% 8.6%
1-3 times Count 25 25 1 0 51
% of Total 17.9% 17.9% .7% .0% 36.4%
4-6 times Count 21 18 1 1 41
% of Total 15.0% 12.9% .7% .7% 29.3%
% of Total 10.0% 14.3% 1.4% .0% 25.7%
% of Total 43.6% 52.9% 2.9% .7% 100.0%
Chi-Square Tests
Hypothesis:

Analysis:
store doesn’t vary between the different occupation groups. Customer group of Service
person and Self Employed person tend to visit more in comparison of customer group of
Student and Housewife.

3. Frequency of visit to Croma, Malad in a month w.r.t Gender
Crosstab
Gender
Male Female Total
Frequecny of Visit to Croma in a Never Count 7 5 12

month
% of Total 5.0% 3.5% 8.5%
% of Total 22.7% 13.5% 36.2%
% of Total 14.9% 14.2% 29.1%
% of Total 17.0% 9.2% 26.2%
% of Total 59.6% 40.4% 100.0%
Chi-Square Tests
Hypothesis:
and the gender of the customers.
and the gender of the customers.

Analysis:
4. Frequency of visit to Croma, Malad in a month w.r.t the marital status

Crosstab
Marital Status
Croma in a month
% of Total 5.7% 2.8% 8.5%
% of Total 20.6% 15.6% 36.2%
% of Total 19.1% 9.9% 29.1%
% of Total 17.0% 9.2% 26.2%
% of Total 62.4% 37.6% 100.0%
Chi-Square Tests
Hypothesis:

Analysis:
store does not vary according to the marital status. The table shows that the 62.4% of
5. Frequency of visit to Croma, Malad in a month w.r.t the Area of residence

Crosstab
Frequecny of Visit to Croma in a month
(Distance)
% of Total .7% 6.4% 7.8% 7.8% 22.7%
% of Total .0% 1.4% .7% .0% 2.1%
% of Total 1.4% 2.1% 1.4% .0% 5.0%
% of Total 1.4% 9.2% 3.5% 4.3% 18.4%
% of Total 2.8% 5.7% 7.1% 2.1% 17.7%
% of Total 1.4% 6.4% 5.7% 7.8% 21.3%
% of Total .0% .0% .7% .0% .7%
% of Total .0% .7% .0% .7% 1.4%
% of Total .0% .0% .7% .7% 1.4%
% of Total .7% 4.3% 1.4% 2.8% 9.2%
Total Count 12 51 41 37 141
% of Total 8.5% 36.2% 29.1% 26.2% 100.0%

Crosstab
(Distance)
% of Total .7% 6.4% 7.8% 7.8% 22.7%
% of Total .0% 1.4% .7% .0% 2.1%
% of Total 1.4% 2.1% 1.4% .0% 5.0%
% of Total 1.4% 9.2% 3.5% 4.3% 18.4%
% of Total 2.8% 5.7% 7.1% 2.1% 17.7%
% of Total 1.4% 6.4% 5.7% 7.8% 21.3%
% of Total .0% .0% .7% .0% .7%
% of Total .0% .7% .0% .7% 1.4%
% of Total .0% .0% .7% .7% 1.4%
% of Total .7% 4.3% 1.4% 2.8% 9.2%
Total Count 12 51 41 37 141
Chi-Square Tests
Crosstab
(Distance)
% of Total .7% 6.4% 7.8% 7.8% 22.7%
% of Total .0% 1.4% .7% .0% 2.1%
% of Total 1.4% 2.1% 1.4% .0% 5.0%
% of Total 1.4% 9.2% 3.5% 4.3% 18.4%
% of Total 2.8% 5.7% 7.1% 2.1% 17.7%
% of Total 1.4% 6.4% 5.7% 7.8% 21.3%
% of Total .0% .0% .7% .0% .7%
% of Total .0% .7% .0% .7% 1.4%
% of Total .0% .0% .7% .7% 1.4%
% of Total .7% 4.3% 1.4% 2.8% 9.2%
Total Count 12 51 41 37 141

Crosstab
(Distance)
% of Total .7% 6.4% 7.8% 7.8% 22.7%
% of Total .0% 1.4% .7% .0% 2.1%
% of Total 1.4% 2.1% 1.4% .0% 5.0%
% of Total 1.4% 9.2% 3.5% 4.3% 18.4%
% of Total 2.8% 5.7% 7.1% 2.1% 17.7%
% of Total 1.4% 6.4% 5.7% 7.8% 21.3%
% of Total .0% .0% .7% .0% .7%
% of Total .0% .7% .0% .7% 1.4%
% of Total .0% .0% .7% .7% 1.4%
% of Total .7% 4.3% 1.4% 2.8% 9.2%
Total Count 12 51 41 37 141

Crosstab
(Distance)
% of Total .7% 6.4% 7.8% 7.8% 22.7%
% of Total .0% 1.4% .7% .0% 2.1%
% of Total 1.4% 2.1% 1.4% .0% 5.0%
% of Total 1.4% 9.2% 3.5% 4.3% 18.4%
% of Total 2.8% 5.7% 7.1% 2.1% 17.7%
% of Total 1.4% 6.4% 5.7% 7.8% 21.3%
% of Total .0% .0% .7% .0% .7%
% of Total .0% .7% .0% .7% 1.4%
% of Total .0% .0% .7% .7% 1.4%
% of Total .7% 4.3% 1.4% 2.8% 9.2%
Total Count 12 51 41 37 141

Crosstab
(Distance)
% of Total .7% 6.4% 7.8% 7.8% 22.7%
% of Total .0% 1.4% .7% .0% 2.1%
% of Total 1.4% 2.1% 1.4% .0% 5.0%
% of Total 1.4% 9.2% 3.5% 4.3% 18.4%
% of Total 2.8% 5.7% 7.1% 2.1% 17.7%
% of Total 1.4% 6.4% 5.7% 7.8% 21.3%
% of Total .0% .0% .7% .0% .7%
% of Total .0% .7% .0% .7% 1.4%
% of Total .0% .0% .7% .7% 1.4%
% of Total .7% 4.3% 1.4% 2.8% 9.2%
Total Count 12 51 41 37 141

Crosstab
(Distance)
% of Total .7% 6.4% 7.8% 7.8% 22.7%
% of Total .0% 1.4% .7% .0% 2.1%
% of Total 1.4% 2.1% 1.4% .0% 5.0%
% of Total 1.4% 9.2% 3.5% 4.3% 18.4%
% of Total 2.8% 5.7% 7.1% 2.1% 17.7%
% of Total 1.4% 6.4% 5.7% 7.8% 21.3%
% of Total .0% .0% .7% .0% .7%
% of Total .0% .7% .0% .7% 1.4%
% of Total .0% .0% .7% .7% 1.4%
% of Total .7% 4.3% 1.4% 2.8% 9.2%
Total Count 12 51 41 37 141

Crosstab
(Distance)
% of Total .7% 6.4% 7.8% 7.8% 22.7%
% of Total .0% 1.4% .7% .0% 2.1%
% of Total 1.4% 2.1% 1.4% .0% 5.0%
% of Total 1.4% 9.2% 3.5% 4.3% 18.4%
% of Total 2.8% 5.7% 7.1% 2.1% 17.7%
% of Total 1.4% 6.4% 5.7% 7.8% 21.3%
% of Total .0% .0% .7% .0% .7%
% of Total .0% .7% .0% .7% 1.4%
% of Total .0% .0% .7% .7% 1.4%
% of Total .7% 4.3% 1.4% 2.8% 9.2%
Total Count 12 51 41 37 141
Hypothesis:

Analysis:
store doesn’t varies according to the area of residence. The table shows that approx
powai, santacruz, versova and jogeshwari

A. Vijay sale, Malad
1. Frequency of visit to Vijay sale, Malad in a month w.r.t age

group
Crosstab
Age
Frequecny of Visit to Vijay sale Never Count 4 11 5 1 21
in a month % of Total 2.8% 7.8% 3.5% .7% 14.9%
1-3 times Count 16 22 2 4 44
% of Total 11.3% 15.6% 1.4% 2.8% 31.2%
4-6 times Count 25 23 4 0 52
% of Total 17.7% 16.3% 2.8% .0% 36.9%
% of Total 7.1% 7.1% 2.1% .7% 17.0%
Total Count 55 66 14 6 141
% of Total 39.0% 46.8% 9.9% 4.3% 100.0%
Chi-Square Tests
Hypothesis:
Ho: There is no significance difference in frequency of Vijay sale visit and different age

H1: There is significance difference in frequency of Vijay sale visit and different age
Analysis:
store doesn’t varies in between different age group. Customer between 18-24 & 25-34
Years of age group tend to visit the store more in comparison to customers between 35-
44 & 45-54 Years of age group. 31.2% of customer of all age group tends to visit the
store 1-3 times in a month. Whereas only 36.9% of customer of all age group tends to
visit the store 4-6 times in a month. And 17% of customer of all age group tends to visit
the store more than 6 times in a month.

2. Frequency of visit to Vijay sale, Malad in a month w.r.t Occupation
Crosstab
Occupation
Self employeed
Frequecny of Visit to Vijay sale Never Count 7 14 0 0 21
in a month
% of Total 5.0% 10.0% .0% .0% 15.0%
1-3 times Count 17 25 2 0 44
% of Total 12.1% 17.9% 1.4% .0% 31.4%
4-6 times Count 27 23 0 1 51
% of Total 19.3% 16.4% .0% .7% 36.4%
% of Total 7.1% 8.6% 1.4% .0% 17.1%
% of Total 43.6% 52.9% 2.9% .7% 100.0%
Chi-Square Tests
Hypothesis:
Ho: There is no significant difference between the frequency of Vijay sale visits in a
month and the occupation of the customers.
H1: There is significant difference between the frequency of Vijay sale visits in a month

Analysis:
store does not vary between the different occupation groups. Customer group of
Service person and Self Employed person tend to visit more in comparison of customer
group of Student and Housewife.

3. Frequency of visit of Vijay sale, Malad in a month w.r.t Gender
Crosstab
Gender
Male Female Total
Vijay sale in a month

% of Total 7.8% 7.1% 14.9%
% of Total 22.0% 9.2% 31.2%
% of Total 21.3% 15.6% 36.9%
% of Total 8.5% 8.5% 17.0%
% of Total 59.6% 40.4% 100.0%
Chi-Square Tests
Hypothesis:
H0: There is no significant difference between the frequency of Vijay sale visits in a
month and gender.
and gender

Analysis:
4. Frequency of visits to Vijay sale, Malad in a month w.r.t marital status
Crosstab
Marital Status
Vijay sale in a month

% of Total 7.8% 7.1% 14.9%
% of Total 21.3% 9.9% 31.2%
% of Total 24.1% 12.8% 36.9%
% of Total 9.2% 7.8% 17.0%
% of Total 62.4% 37.6% 100.0%
Chi-Square Tests
Hypothesis:

month and the marital status of the customers.
Analysis:
store doesn’t varies according to the marital status. The table shows that the 62.4% of
5. Frequency of visit to Vijay sale, Malad in a month w.r.t Area of residence

Crosstab
(Distance)
% of Total 3.5% 4.3% 12.1% 2.8% 22.7%
% of Total .7% .7% .7% .0% 2.1%
% of Total .0% 3.5% .7% .7% 5.0%
% of Total 3.5% 6.4% 5.0% 3.5% 18.4%
% of Total 2.1% 7.8% 5.7% 2.1% 17.7%
% of Total 3.5% 7.1% 5.7% 5.0% 21.3%
% of Total .0% .0% .7% .0% .7%
% of Total .0% .0% .7% .7% 1.4%
% of Total .0% .0% .0% 1.4% 1.4%
% of Total 1.4% 1.4% 5.7% .7% 9.2%
Total Count 21 44 52 24 141
% of Total 14.9% 31.2% 36.9% 17.0% 100.0%

Crosstab
(Distance)
% of Total 3.5% 4.3% 12.1% 2.8% 22.7%
% of Total .7% .7% .7% .0% 2.1%
% of Total .0% 3.5% .7% .7% 5.0%
% of Total 3.5% 6.4% 5.0% 3.5% 18.4%
% of Total 2.1% 7.8% 5.7% 2.1% 17.7%
% of Total 3.5% 7.1% 5.7% 5.0% 21.3%
% of Total .0% .0% .7% .0% .7%
% of Total .0% .0% .7% .7% 1.4%
% of Total .0% .0% .0% 1.4% 1.4%
% of Total 1.4% 1.4% 5.7% .7% 9.2%
Total Count 21 44 52 24 141
Chi-Square Tests
Crosstab
(Distance)
% of Total 3.5% 4.3% 12.1% 2.8% 22.7%
% of Total .7% .7% .7% .0% 2.1%
% of Total .0% 3.5% .7% .7% 5.0%
% of Total 3.5% 6.4% 5.0% 3.5% 18.4%
% of Total 2.1% 7.8% 5.7% 2.1% 17.7%
% of Total 3.5% 7.1% 5.7% 5.0% 21.3%
% of Total .0% .0% .7% .0% .7%
% of Total .0% .0% .7% .7% 1.4%
% of Total .0% .0% .0% 1.4% 1.4%
% of Total 1.4% 1.4% 5.7% .7% 9.2%
Total Count 21 44 52 24 141

Crosstab
(Distance)
% of Total 3.5% 4.3% 12.1% 2.8% 22.7%
% of Total .7% .7% .7% .0% 2.1%
% of Total .0% 3.5% .7% .7% 5.0%
% of Total 3.5% 6.4% 5.0% 3.5% 18.4%
% of Total 2.1% 7.8% 5.7% 2.1% 17.7%
% of Total 3.5% 7.1% 5.7% 5.0% 21.3%
% of Total .0% .0% .7% .0% .7%
% of Total .0% .0% .7% .7% 1.4%
% of Total .0% .0% .0% 1.4% 1.4%
% of Total 1.4% 1.4% 5.7% .7% 9.2%
Total Count 21 44 52 24 141

Crosstab
(Distance)
% of Total 3.5% 4.3% 12.1% 2.8% 22.7%
% of Total .7% .7% .7% .0% 2.1%
% of Total .0% 3.5% .7% .7% 5.0%
% of Total 3.5% 6.4% 5.0% 3.5% 18.4%
% of Total 2.1% 7.8% 5.7% 2.1% 17.7%
% of Total 3.5% 7.1% 5.7% 5.0% 21.3%
% of Total .0% .0% .7% .0% .7%
% of Total .0% .0% .7% .7% 1.4%
% of Total .0% .0% .0% 1.4% 1.4%
% of Total 1.4% 1.4% 5.7% .7% 9.2%
Total Count 21 44 52 24 141

Crosstab
(Distance)
% of Total 3.5% 4.3% 12.1% 2.8% 22.7%
% of Total .7% .7% .7% .0% 2.1%
% of Total .0% 3.5% .7% .7% 5.0%
% of Total 3.5% 6.4% 5.0% 3.5% 18.4%
% of Total 2.1% 7.8% 5.7% 2.1% 17.7%
% of Total 3.5% 7.1% 5.7% 5.0% 21.3%
% of Total .0% .0% .7% .0% .7%
% of Total .0% .0% .7% .7% 1.4%
% of Total .0% .0% .0% 1.4% 1.4%
% of Total 1.4% 1.4% 5.7% .7% 9.2%
Total Count 21 44 52 24 141

Crosstab
(Distance)
% of Total 3.5% 4.3% 12.1% 2.8% 22.7%
% of Total .7% .7% .7% .0% 2.1%
% of Total .0% 3.5% .7% .7% 5.0%
% of Total 3.5% 6.4% 5.0% 3.5% 18.4%
% of Total 2.1% 7.8% 5.7% 2.1% 17.7%
% of Total 3.5% 7.1% 5.7% 5.0% 21.3%
% of Total .0% .0% .7% .0% .7%
% of Total .0% .0% .7% .7% 1.4%
% of Total .0% .0% .0% 1.4% 1.4%
% of Total 1.4% 1.4% 5.7% .7% 9.2%
Total Count 21 44 52 24 141

Crosstab
(Distance)
% of Total 3.5% 4.3% 12.1% 2.8% 22.7%
% of Total .7% .7% .7% .0% 2.1%
% of Total .0% 3.5% .7% .7% 5.0%
% of Total 3.5% 6.4% 5.0% 3.5% 18.4%
% of Total 2.1% 7.8% 5.7% 2.1% 17.7%
% of Total 3.5% 7.1% 5.7% 5.0% 21.3%
% of Total .0% .0% .7% .0% .7%
% of Total .0% .0% .7% .7% 1.4%
% of Total .0% .0% .0% 1.4% 1.4%
% of Total 1.4% 1.4% 5.7% .7% 9.2%
Total Count 21 44 52 24 141

Hypothesis:
month and the area of residence of the customers
Analysis:
store doesn’t varies according to the area of residence. The table shows that approx
powai, santacruz, versova and jogeshwari.

1. To analyze the competition for the Consumer Durables and
Information Technology (CDIT) section of HyperCITY, Malad
1. Comparison between HyperCITY, Malad and E-zone, Goregoan in terms of Price

Pair 1 Mean t df P
HyperCITY price 3.33

1.632 139 0.105
E-zone price 3.14
Hypothesis:
Ho: There is no significant difference between customer satisfaction with the prices of
HyperCITY and E-zone.
H1: There is significant difference between the customer satisfaction with prices of
Analysis:
The P value is 0.105 which is more than 0.05, therefore we will support Ho hypothesis
and reject H1 hypothesis. This shows that there is a no significant difference between
the prices of HyperCITY and E-zone. The table justifies the fact that the customers are
more satisfied with the prices of HyperCITY over E-zone. The average score of
HyperCITY is 3.33 on 5, whereas E-zone has scored 3.14 on 5.

2. Comparison between HyperCITY, Malad and E-zone, Goregoan in terms of Offers
Pair 2 Mean T df P
HyperCITY Offer 3.14

-.345 139 0.731
E-zone Offer 3.17
Hypothesis:
Ho: There is no significant difference between the customer satisfaction with the offers
of HyperCITY and E-zone.
H1: There is significant difference between the customer satisfaction with the offers of
Analysis:
and reject H1 hypothesis. The study shows that the both store have successful to
attract the customer. Consumers have given HyperCITY 3.14 on 5, whereas, E-zone has
scored 3.17 on 5.

3. Comparison between HyperCITY, Malad and E-zone, Goregoan in terms of Stock
range
Pair 3 Mean T df P
HyperCITY Stock Range 3.32

1.709 140 0.090
E-zone Stock Range 3.14
Hypothesis:
Ho: There is no significant difference between the customer satisfaction with the stock
range of HyperCITY and E-zone.
H1: There is significant difference between the customer satisfaction with the stock
range of HyperCITY and E-zone.
Analysis:
and reject H1 hypothesis. The study shows that HyperCITY has got a wide range of
electronic products as compared to E-zone. Consumers have given HyperCITY 3.23 on 5,
whereas, E-zone has scored 3.14 on 5.

4. Comparison between HyperCITY, Malad and E-zone, Goregoan in terms of Stock
availability
Pair 4 Mean T Df P
HyperCITY Stock availability 3.19

-.856 140 0.393
E-zone Stock availability 3.28
Hypothesis:
availability of HyperCITY and E-zone.
availability of HyperCITY and E-zone.
Analysis:
and reject H1 hypothesis. The study shows that the customers chose E-zone over
HyperCITY when it comes to stock availability. Consumers have given HyperCITY 3.19
on 5, whereas, E-zone has scored 3.28 on 5

5. Comparison between HyperCITY, Malad and E-zone, Goregoan in terms of CSA
knowledge
Pair 5 Mean T Df P
HyperCITY CSA knowledge 3.31

.942 140 .349
E-zone CSA knowledge 3.23
Hypothesis:
Ho: There is no significant difference between the customer satisfaction with the CSA
knowledge of HyperCITY and E-zone.
H1: There is significant difference between the customer satisfaction with the CSA
knowledge of HyperCITY and E-zone.
Analysis:
and reject H1 hypothesis. The study shows that the customers appreciate the
knowledge of the associates of HyperCITY as compared to E-zone. Consumers have
given HyperCITY 3.31 on 5, whereas, E-zone has scored 3.23 on 5

6. Comparison between HyperCITY, Malad and E-zone, Goregoan in terms of after
sales service
Pair 6 Mean t df P
HyperCITY After sales service 3.04

-1.198 140 .233
E-zone After sales service 3.19
Hypothesis:
Ho: There is no significant difference between the customer satisfaction with the after
sales service of HyperCITY and E-zone.
H1: There is significant difference between the customer satisfaction with the after
sales service of HyperCITY and E-zone.
Analysis:
and reject H1 hypothesis. The above finding of CSA knowledge also supports the result
of after sales service which included demo and installation. The customers have
appreciated the after sales service of E-zone as compared to Hypercity but the
difference is very less. Consumers have given HyperCITY 3.04 on 5, whereas, E-zone
has scored 3.19 on 5.

1. Comparison between HyperCITY, Malad and Croma, Malad in terms of price
Pair 1 Mean t df P

.693 138 0.489
Croma price 3.24
Hypothesis:
Ho: There is no significant difference between the customer satisfaction with the prices
of HyperCITY and Croma.
H1: There is significant difference between the customer satisfaction with the prices of
HyperCITY and Croma.
Analysis:
the prices of HyperCITY and Croma. The table justifies the fact that the customers are
more satisfied with the prices of Hypercit over Croma. The average score of HyperCITY
is 3.32 on 5, whereas Croma has scored 3.24 on 5.

2. Comparison between HyperCITY, Malad and Croma, Malad in terms of offers
Pair 2 Mean t df P

-.933 138 0.353
Croma Offer 3.24
Hypothesis:
of HyperCITY and Croma.
HyperCITY and Croma.
Analysis:
The P value is 0.353 which is greater than 0.05, therefore we will support Ho hypothesis
and reject H1 hypothesis. The study shows that the customers prefer both Croma and
HyperCITY when it comes to attractive offers. Both store have attractive offers.
Consumers have given HyperCITY 3.23 on 5, whereas, Croma has scored 3.24 on 5.

3. Comparison between HyperCITY, Malad and Croma, Malad in terms of stock
range
Pair 3 Mean t df P

-.783 139 0.435
Croma Stock Range 3.40
Hypothesis:
range of HyperCITY and Croma.
range of HyperCITY and Croma.
Analysis:
and reject H1 hypothesis. The study shows that Croma has got a wide range of
electronic products as compared to HyperCITY. Consumers have given HyperCITY 3.32
on 5, whereas, Croma has scored 3.40 on 5.

4. Comparison between HyperCITY, Malad and Croma, Malad in terms of stock
availability
Pair 4 Mean t df P

-0.70 139 0.945
Croma Stock availability 3.20
Hypothesis:
availability of HyperCITY and Croma.
availability of HyperCITY and Croma.
Analysis:
and reject H1 hypothesis. The study shows that in terms of stock availability both the
stores have negligible difference. Both Hypercity and Croma have sufficient stock of
goods Consumers have given HyperCITY 3.19 on 5, whereas, Croma has scored 3.20 on
5.

5. Comparison between HyperCITY, Malad and Croma, Malad in terms of CSA
knowledge
Pair 5 Mean t df P

0.411 139 0.682
Croma CSA knowledge 3.26
Hypothesis:
knowledge of HyperCITY and Croma.
knowledge of HyperCITY and Croma.
Analysis:
The P value is 0.682 which is greater than 0.05, therefore we will accept Ho hypothesis
and according to our study, H1 hypothesis is not supported. The study shows that the
customers appreciate the knowledge of the associates of HyperCITY as compared to
Croma. Consumers have given HyperCITY 3.32 on 5, whereas, Croma has scored 3.26
on 5.

6. Comparison between HyperCITY, Malad and Croma, Malad in terms of after sales
service
Pair 6 Mean t df P

-1.637 139 0.104
Croma After sales service 3.25
Hypothesis:
sales service of HyperCITY and Croma.
sales service of HyperCITY and Croma.
Analysis:
and according to our study, H1 hypothesis is not supported. The above finding of CSA
knowledge does not support the result of after sales service which included demo and
installation. The customers have appreciated the after sales service of Croma as
compared to HyperCITY. Consumers have given HyperCITY 3.05 on 5, whereas, Croma
has scored 3.25 on 5.

1. Comparison between HyperCITY, Malad and Vijay Sales, Malad in terms of price
Pair 1 Mean t df P

1.626 139 0.104
Vijay Sales price 3.12
Hypothesis:
Ho: There is no significant difference between the customer satisfaction with the prices
of HyperCITY and Vijay Sales.
H1: There is significant difference between the customer satisfaction with the prices of
HyperCITY and Vijay Sales.
Analysis:
the prices of HyperCITY and Vijay Sales. The table justifies the fact that the customers
are more satisfied with the prices of Hypercity over Vijay Sales. The average score of
HyperCITY is 3.31 on 5, whereas Vijay Sales has scored 3.12 on 5.

2. Comparison between HyperCITY, Malad and Vijay Sales, Malad in terms of offers
Pair 2 Mean t df P

.000 136 1.000
Vijay Sales Offer 3.12
Hypothesis:
of HyperCITY and Vijay Sales.
HyperCITY and Vijay Sales.
Analysis:
and reject H1 hypothesis. The study shows that the customers prefer both Vijay Sales
and HyperCITY when it comes to attractive offers. Consumers have given HyperCITY
3.12 on 5, whereas, Vijay Sales has scored 3.12 on 5.

3. Comparison between HyperCITY, Malad and Vijay Sales, Malad in terms of stock
range
Pair 3 Mean t df P

2.443 137 0.016
Vijay Sales Stock Range 3.06
Hypothesis:
range of HyperCITY and Vijay Sales.
range of HyperCITY and Vijay Sales.
Analysis:
The P value is 0.016 which is lesser than 0.05, therefore we will support H1 hypothesis
and reject Ho hypothesis. The study shows that Hypercity has got a wide range of
electronic products as compared to Vijay sale. Consumers have given HyperCITY 3.30
on 5, whereas, Vijay Sales has scored 3.06 on 5.

4. Comparison between HyperCITY, Malad and Vijay Sales, Malad in terms of stock
availability
Pair 4 Mean t df P

-.450 136 0.654
Vijay Sales Stock availability 3.23
Hypothesis:
availability of HyperCITY and Vijay Sales.
availability of HyperCITY and Vijay Sales.
Analysis:
and reject H1 hypothesis. The study shows that the customers chose Vijay Sales over
HyperCITY when it comes to stock availability. Consumers have given HyperCITY 3.18
on 5, whereas, Vijay Sales has scored 3.23 on 5.

5. Comparison between HyperCITY, Malad and Vijay Sales, Malad in terms of CSA
knowledge
Pair 5 Mean t df P

0.647 137 0.519
Vijay Sales CSA knowledge 3.22
Hypothesis:
knowledge of HyperCITY and Vijay Sales.
knowledge of HyperCITY and Vijay Sales.
Analysis:
and according to our study, H1 hypothesis is not supported. The study shows that the
customers appreciate the knowledge of the associates of HyperCITY as compared to
Vijay Sales. Consumers have given HyperCITY 3.30 on 5, whereas, Vijay Sales has
scored 3.22 on 5.

6. Comparison between HyperCITY, Malad and Vijay Sales, Malad in terms of after
sales service
Pair 6 Mean t df P

.396 137 0.693
Vijay Sales After sales service 3.01
Hypothesis:
sales service of HyperCITY and Vijay Sales.
sales service of HyperCITY and Vijay Sales.
Analysis:
and according to our study, H1 hypothesis is not supported. Consumers have given
HyperCITY 3.65 on 5, whereas, Vijay Sales has scored 3.8 on 5

1. To analyze the Share of Voice of the major competitors in the CDIT
category
A Share of Voice is a brand's or group of brands' advertising weight expressed as a
percentage of a defined total market or market segment in a given time period. The
weight is usually defined in terms of expenditure, ratings, pages, poster sites etc ()
Below is a pie chart representing the Share of Voice of various electronic brands
competing in the market.
The study shows that Vijay Sales is a major player in the market, and it spends heavily
on its advertising campaigns. The data shows that Vijay Sales has 49% (i.e. 60 print
ads) of share of voice in past 3 months. Vijay Sales advertises aggressively in the
leading newspapers like Times of India, Mumbai Mirror and DNA.
In the period of last 3 months i.e. from May 5th, 2010 to July 25th, 2010; HyperCITY has
advertised its electronic section in the newspaper only 4 times which is just 3% in the
total share of voice.
• Hyper Action Deals: Discounts on Camera

• Hyper Action Deals: Discounts on LCD’s, CRT’s
• Hyper Whiz Deals: Discounts on laptops and Computers
• Hyper Pouring Deals: Discounts on Washing machines, Iron etc.
Advertisement

SUMMARY, IMPLICATIONS AND RECOMMENDATION
Discussion and Implication
• During the job of sale associate in Hypercity I found that the attitude of
employees in Hypercity is one the causes for the loss of sale and hence it is one
of the reasons for lesser sales. So many it happen CSA commit the customer but
they do not fulfill the commitment. The motivational factor for many the
hypercity employee to remain is consistence with company is the gratuity to
receive after 5 years.
• I also found out that the prices of Hypercity for food and vegetable section is the
best within the catchment stores which is the main footfall driver in Hypercity,
but when it comes to consumer durables section Hypercity lies on the higher side
as compared to the competition
• While keeping track of the advertisement trend of the competitors it was
observed that other than Hypercity all the other players in the market spend
good amount in advertising, while Hypercity hardly advertises, this generates an
image of Hypercity in the minds of consumers as a costly place which is not
correct as found by our analysis of prices for consumers

• As found out by my result of profiling, customer comes from long distance. It
cover the area from Virar to Sion.
Recommendations
• During my Research I found that Majority of the time spend by Team

leader and Sales Managers is off the Floor, which obviously is not good for
the sales of the section.
• Major reasons behind the loss of sale are due to the product being out of
stock or the range not available. Our study shows that, the customers are
more satisfied with Vijay Sales for its product range and availability. We
need to improve in these critical aspects.
• Make a perfect coordination between department employee and delivery
employee both are important to satisfied the customer because after sale
of LCD OR LED delivery must me on time. So many time we got complaint
regarding late delivery. Even during my job I personally deliver the product
to customer homes 3 times (Borivali, Kandivali and Malad west).
• During job I found out that the offers, offered by Hypercity are few in
number and that too are not lucrative, hence I would recommend more
offers on display and also proper communication of those offers.
• The motivation level of employees at Hypercity is extremely low due to the
low level of monetary rewards that are being provided, hence I would
recommend an incentive plan for the staff of Hypercity
• Based on my observation I would recommend Hypercity to instruct the
sales manager and the team leader, atleast one of them to be present on
the floor all the time to regulate the behavior of brand staff and Hypercity
staff with the customers
• EOL(End of life) models should be disposed off as soon as possible as in
my research I found that for a few products Hypercity was the only one
who was keeping discontinued models and on display 50% of product are
EOL.
• Due to undue leverage given by associates there is always
grouping on the floor between the brand staffs, these results in
loss of sales and damage of reputation in mind of customers.
Conclusion:
The research objective of my summer internship was to study “Consumer Buying

Behavior of Consumer Durables in a Hypermarket for HyperCITY, Malad”. In my
study I found that the profile of consumer of HyperCITY, Malad comprises of age
group 18-24 & 25-34 years, mainly servicemen or self employed people who are
married and lives in nearby area of the store. The consumer of HyperCITY is also
loyal towards them as major percentage of people does not visit the nearby
competitors i.e Vijay sale, Croma and E-zone. His food section played a mojar
role to attract customer.

We also checked the satisfaction level of our customers by asking them
questions on 6 performance variable such as price, offers, stock range, stock
availability, CSA knowledge, after sales service etc. with the respect to our
competitors in this section i.e. Vijay sale, Croma and E-zone. HyperCITY is rated
more satisfying in comparison of Vijaysale and croma but when it comes to
specialty electronic store, HyperCITY is rated lower than Croma in most of the
performance variables such as offers, stock range, stock availability. In pricing
hypercity is based because other store have hidden prices like they ready to
discount of 5000 on 32”C350 samsung LCDTV to me after bargaining but in
hypercity display price is already discounted
We also analyzed the sales of Multimedia section of our store. We found that
advertisement of the CDIT product is very productive. It increased the sales of
Multimedia section for that particular week.
We also found that loss of sales for the store is mainly due to product not being
available with the store or lack of product range.

Bibliography
Business: Unshackling the chain stores; Retailing in India. ( 2008, May 31). The Economist , p.
80.
Business: Unshackling the chain stores; Retailing in India. (2008, May 31). The Economist , p.
88.
Chattopadhyay, A. (2004). Retail Boom Will Impact Economy: Wholesale. ISBinsight .
Chattopadhyay, A. (2004). Retail Boom Will Impact Economy: Wholesale. ISBinsight .
CONSUMER DURABLE INDUSTRY IN INDIA. (n.d.). Retrieved Aug 19, 2010, from Cci:
http://www.cci.in/pdf/surveys_reports/consumerdurablessector.pdf
(May 2008). Consumer Durables Market in India. Koncept Analytics.
(May 2008). Consumer Durables Market in India. Koncept Analytics .
Gagnon, J. L. (2005). Retail in 2010: A World of Extremes . Journal of Strategy & Leadership ,
25.
Gagnon, J. L. (2005). Retail in 2010: A World of Extremes. Journal of Strategy & Leadership ,
25.
Industry, A. r. (n.d.). Retrieved from Corporate Catalyst India:
http://www.cci.in/pdf/surveys_reports/consumerdurablessector.pdf
Kokatnur, S. S. (Aug 2009). Impact of Supermarkets on Marketing Strategies of Small Stores.
IUP Journal of Management Research , 77.
Kokatnur, S. S. (Aug 2009). Impact of Supermarkets on Marketing Strategies of Small Stores.
IUP Journal of Management Research , 77.
McKinsey. (2008, september 26). Organized retail to form 18% of overall retail pie. Retrieved
August 19, 2010, from The Hindu Businessline:
http://www.thehindubusinessline.com/2008/09/26/stories/2008092650420700.htm
McKinsey, O. r. (n.d.). Retrieved from The Hindu Businessline:
htp://www.thehindubusinessline.com/2008/09/26/stories/2008092650420700.htm
Morganosky, M. (1997). Retail Market Structure Change: Implications for Retailers and
Consumers. International Journal of Retail & Distribution Management , 269274.
Morganosky, M. (1997). Retail Market Structure Change: Implications for Retailers and
Consumers. International Journal of Retail & Distribution Management , 269274.
Padmanabhan. (2009). India retail: Foreign chains eye the potential, but will they succeed?
INSEAD Article.
Padmanabhan. (2009). India retail: Foreign chains eye the potential, but will they succeed?
INSEAD Article.
Seiders K, S. C. (2000). The Impact of Supercenters on Traditional Food Retailers in Four
Markets. International Journal of Retail & Distribution Management , 181193.
Seiders K, S. C. (2000). The Impact of Supercenters on Traditional Food Retailers in Four
Markets. International Journal of Retail & Distribution Management , 181193.
Shamdasani, P. (June 2004). Small Retailers Will Survive, The WalMarts: Shamdasani.
ISBinsight .
Shamdasani, P. (June 2004). Small Retailers Will Survive, The WalMarts: Shamdasani.
ISBinsight .

share of voice. (n.d.). Retrieved Aug 19, 2010, from wikipedia:
http://en.wikipedia.org/wiki/Share_of_Voice
Share of voice. (n.d.). Retrieved Aug 19, 2010, from wikipedia:
http://en.wikipedia.org/wiki/Share_of_Voice
Sharma, V. K. (2010, Feb 13). Retrieved from DNA:
http://www.dnaindia.com/money/report_consumerdurablesarenolongerluxury
items_1347085
Sharma, V. K. (2010, Feb 13). Consumer durables are no longer luxury items. Retrieved Aug
19, 2010, from DNA: http://www.dnaindia.com/money/report_consumerdurablesareno
longerluxuryitems_1347085
Why hypermarts are a hit in India. (2006, September 15). Retrieved August 19, 2010, from
Rediff: http://www.rediff.com/money/2006/sep/15spec.htm
Why hypermarts are a hit in India. (2006, September 15). Retrieved from Rediff:
http://www.rediff.com/money/2006/sep/15spec.htm

Appendix:
Questionnaire
Question No:……………………………… Section:

……………………………….
1. How often have you visited the following stores in the last one month?
never 1-3 times 4-6times More than 6

times
HyperCITY
Vijaysale
Croma
E-zone
2. Have you made any purchases from our (HyperCITY, malad) electronics section?
1. Yes (Please specify item)
2. No
3. Rate these stores or CDIT sections of the stores based on your satisfaction along
the following parameters ( 1-very bad, 2-bad, 3-average, 4-good, 5-excellent,)
HyperCITY Croma Vijay sales E-zone

Price
Offers
Stock Range
Stock availability
Customer Associates
(helpfulness & knowledge)
After Sales Service (Demo &

Installation)
4. Indicate whether you have availed of the following at HyperCITY

Extended Warranty Yes No not heard
of it
Membership card, Discovery Card Yes No not heard
of it
5. Rate the following attribute according to importance?( 1-Not at all important, 2-
Not important, 3-average, 4-important, 5-very important)
1 2 3 4 5
Price
Offers
Stock Range
Stock availability
Customer Associates
(helpfulness & knowledge)
After Sales Service (Demo

& Installation)
6. Which newspaper do you read most frequently?
TOI DNA Mumbai Mirror HT
7. How many times have you noticed our advertisements in the newspaper in the
last 6 months?
Not seen 1-3 times 4-6 times more than 6 times
8. Your age : 18-24 25-34 35-44 45-54 55-64
9. Occupation: Service Self Employed (Businessman) Housewife

Student
10.Gender: Male Female
11.Marital Status: Married Unmarried others

12.Please indicate your area of residence
Name of area: ...........................

Amit Vishwani GLCRMM050

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Amit Vishwani GLCRMM050

Uploaded by

Copyright:

Available Formats

“Consumer buying behavior of consumer durables in a multimedia

section for HyperCITY, Malad”

Roll No: KHR2009PGDMRMF050

Summer Project Report submitted to the Institute of Technology and

In partial fulfillment of the requirements for the degree of

Mr. Sunita Tuaro Prof. Arun saxena

Assitance Manager –HR Assistant Prof. Marketing

HyperCITY Retail (India) Ltd. ITM Business School

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

|Hypercity Retail India Ltd.

This is to certify that Mr.Amit Vishwani, student of PGDM-RMM of Institute for

“Consumer buying behavior of consumer durables in a Multimedia for HyperCITY,

I wish him all the best for future.

Prof. Arun Saxena

|Hypercity Retail India Ltd.

For HyperCity Retail India Ltd,

|Hypercity Retail India Ltd.

2. Recommendation & Implications 78

|Hypercity Retail India Ltd.

|Hypercity Retail India Ltd.

The Global Retail Industry:

The organized retail industry-

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

Retail Scenario in India:

|Hypercity Retail India Ltd.

Challenges of Retailing in India:

• Automatic approval is not allowed for foreign investment in retail.

Role of customer profiling in retailing-

A customer profile is a series of descriptive phrases that paint a picture of a selected

Customer behavior is a much stronger predictor of your future relationship with a

|Hypercity Retail India Ltd.

HyperCITY provides a truly international shopping experience, where customers can

Features and Facilities:

• ATM facility – convenient cash withdrawal

• Exclusive imported food-From Waitrose, UK

|Hypercity Retail India Ltd.

Food & Grocery

|Hypercity Retail India Ltd.

|Hypercity Retail India Ltd.

|Hypercity Retail India Ltd.

HyperCITY Discovery Club Card Benefits:

• HyperCITY Discovery Club members get additional discounts as Discovery

|Hypercity Retail India Ltd.

|Hypercity Retail India Ltd.

Indian Retail Scenario

Though Indian retail is

Because of emergence of new retail formats

The impact of supercenters on traditional food

|Hypercity Retail India Ltd.

The retailers need to shift from serving to masses to serving to classes.(Gagnon,

Consumer Durable Market:

Increasing disposable income and declining prices of durables have resulted in

The competition between consumer durable giants is building up as market

|Hypercity Retail India Ltd.

• To derive the consumer profile of HyperCITY, Malad

• To derive the competitor’s customer profile of HyperCITY, Malad

|Hypercity Retail India Ltd.

Research methodology is a way to systematically solve research problem. In it

The qualitative paradigm on the other hand intends to gain a deeper

A total of 12 questions were formulated into one single questionnaire to analyze

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

The observation method involves human or mechanical observation of what

N = [Z STD. DEV/E] 2 = (1.96 1.169/ 0.20)2