THE PROJECT REPORT ON “A STUDY ON CUSTOMER SATITISFACTION” IN
HYPERCITY
A report submitted in partial fulfillment of the requirement for the award of degree Of MASTER OF BUSINESS ADMINISTRATION under VISVESVARAYA TECHNOLOGICAL UNIVERSITY
Submitted by
BONZE.D USN: 1NH13MBA19
Under the guidance of Internal Guide: External Guide:
MR. SANCHARAN ROY MR.ANUJ SINGH (Marketing manager) (Senior Asst.Proffesor)
Department Of Management Studies NEW HORIZON COLLEGE OF ENGINEERING Ring Road, Bellandur Post, Near Marathalli, Bangalore – 560 103
2013 - 2015
ACKNOWLEDGEMENT
I take this opportunity to convey my regards and thanks to MR.MANJUNATHA Principal, New Horizon College of Engineering for encouraging me in doing this project. I would like to place on record my sincere gratitude to Dr.SHEELAN MISHRA,HOD Management Studies for the support and the inspiration.
I also extend my heartfelt thanks to my internal guide Mr. SANCHARAN ROY, Management Studies for all the co-operation and encouragement given to me during the course of the project work.
I would be failing in my duty if I would not thank the external guide Mr. ANUJ SINGH and the staff of Marketing in HYPERCITY for granting the permission to do the project in the organization & supporting me in giving out the information for the study and making us to understand the concepts in the entire project work
Lastly, my thanks to all the respondents, staffs and other members in the organization. Who have rendered their valuable experience in bringing out this project in a successful manner. My sincere and heartfelt thanks go to my family members, well wishers and my friends for theirsupport and encouragement given to me to complete my project work.
BONZE.D
TABLE OF CONTENTS
SN. PAGE NO. CONTENTS NUMBER EXECUTIVE SUMMERY PART-A CH 1 GENERAL INTRODUCTION 1.1 a. Introduction about the internship 1- 2 1.2 b. Topic chosen for study 2-3 1.3 c. Need for the study 3 1.4 d. Objectives of the study 3 1.5 e. Scope of the study 4 1.6 f. Methodology adopted 4-5 1.7 g. Literature review 6-7 1.8 h. Limitations of the study 8 CH 2 INDUSTRY PROFILE AND COMPANY PROFILE A. INDUSTRY PROFILE 9-20 B. COMPANY PROFILE 2.1 a. Background of the company 21 2.2 b. Nature of the Business Carried 21-22 2.3 c. Promoters 23 2.4 d. Vision, Mission & Quality Policy 24-25 2.5 e. Products / Services Profile 26-27 2.6 f. Area of Operation/organizational structure 28-31 2.7 g. Infrastructure Facilities 31 2.8 h. Competitors Information's 31 2.9 i. SWOT Analysis 32 2.10 j. Future Growth and Prospects 33
PART -B CH 3 THEORETICAL BACKGROUND OF THE STUDY 34- 38 CH 4 ANALSIS AND INTERPRETATION/CHAISQUARE 39-59 SUMMERY OF FINDINGS, SUGGESTIONS AND CH 5 CONCLUSIONS/ RECOMMENDATION a. Findings 60 a. Suggestions 61 a. Conclusion 62
BIBLIOGRAPHY 63 ANNEXURE 64-67
LIST OF TABLES
TABLE.No Description PAGE. NO
1 Customer source of information 39
2 Physical environment 40
3 Hypercity staff rate 41
4 Ratings on each of the product 42
5 Customer budget rate 43
6 Customer purchasing grocery 44
7 Customer preference in offers 45
8 Offers benefiting to the customer 46
9 Comparison in the other competitors offers 47
10 Customer responds towards in services 48
11 Customer ratings in services 49
12 Budget rate in each visit 50
13 Customer prefers in section 51
14 Customer post purchase response 52
15 Comparison of hypercity to other retail sector 53 16 Customer visit to hypercity 54 17 Customer preference 55 18 Customer response towards customer service 56 department store 19 Customer response towards waiting period 57 during billing 20 Rate option in purchasing offers 58-59
LIST OF GRAPHS SI. No GRAPH PAGE NO
Graph no 4.1 Customer source of information 39
Graph no 4.2 Physical environment 40
Graph no 4.3 Hypercity staff rate 41
Graph no 4.4 Ratings on each of the product 42
Graph no 4.5 Customer budget rate 43
Graph no 4.6 Customer purchasing grocery 44
Graph no 4.7 Customer preference in offers 45
Graph no 4.8 Offers benefiting to the customer 46
Graph no 4.9 Comparison in the other competitors offers 47
Graph no 4.10 Customer responds towards in services 48
Graph no 4.11 Customer ratings in services 49
Graph no 4.12 Budget rate in each visit 50
Graph no 4.13 Customer prefers in section 51
Graph no 4.14 Customer post purchase response 52
Graph no 4.15 Comparison of hypercity to other retail sector 53 Graph no 4.16 Customer visit to hypercity 54 Graph no 4.17 Customer preference 55 Graph no 4.18 Customer response towards customer service 56 department store Graph no 4.19 Customer response towards waiting period during 57 billing Graph chi-square Rate option purchasing offers 58-59 no 4.20
EXECUTIVE SUMMARY The organizational study has been conducted at Hypercity Retail India Limited, Bangalore for a period of ten weeks. It is one of the largest retail companies in India. The project work consists retail. First is customers study and the second is a studyofan issue or problem with that organization and hypermarket. The organizational study was mainly aimed at getting some exposure to the actual working environment of a company. This report gives details of the industry, company history, product profile, structure, ownership pattern, competitors, mission, vision, quality policy. Hypercity Retail India Ltd is India’s leading retailer that operates in multiple formats. The company operates over 120000 square feet of retail space, has over 350 square feet of retail stores across 13 cities in India and employs over 14000 people. A company can enhance its business or increase its sales by doing these things; provide better customer service than its competitors, increase the variety of merchandise with deep assortment, arrangement of product should be in a proper way that creates a good store image, provide Payback loyalty card to the customers. The company should also include an apparel segment in the store, should advertise through pamphlets about various offers, provide parking space and employ knowledgeable sales staff.
This study helped me a lot for analysing the market, understanding retail business and how to respond in critical situations. Findings and suggestions/recommendation of this report might be helpful for the company to improve its performance and business. The study was entirely conducted in the company premises of Hypercity Retail India Limited. The data has been collected from the annual report of the company as well as other secondary sources. SWOT analysis was also done to identify the opportunities and threat. Study on the issue or problem was done under the title “ A STUDY ON CUSTOMER SATISFACTION IN HYPERCITY” at, Bangalore for ten weeks. The structured questionnaire was prepared. The study is concerned with the collection of data, compilation, analysis and making suitable inference. Research methodology gives the information on the type of research, the survey, the procedure and techniques of data gathering, sample size and limitation of the study. The introduction gives detailed information on the problem statement, objectives of the study and a brief description of the theoretical background of the study. Data analysis and interpretation gives details of responses of customers in the form of tables and graphs. The data collected was compiled and summarized in a table. Data analysis and interpretation is done on the assumption that information was correct as given by the respondents through a questionnaire. The findings and conclusion of the study are given at the end, keeping in mind the objective of the study. The suggestions and recommendations based on the observations are given for the action to be considered for a better improvement in the overall satisfaction levels and leads to greater market share for the company.
STUDY ON CUSTOMER SATISFACTION AT HYPERCITY
CHAPTER - I INTRODUCTION 1.1 INTRODUCTION ABOUT THE INTERNSHIP: This project has been done as a part of MBA curriculum with an objective of knowing the working environment existing in the practical world. This study is undertaken to understand hypermarket in retail stores in Bangalore limited. VISWESVARAYA TECHNOLOGICAL UNIVERSITY (VTU) Faculty of management (FOM) initiated Maters in business administration program to produce the students with a blend of both theoretical knowledge and practical exposure. To respect the norms internship is necessary to fulfil the practical requirement of MBA program 10weeks of internship in related fields would certainly boost up the performance of the students in the real world. This full time management program and the faculty of management, VTU with four semesters covering an international standard period of 2years.
An internship is a professional work experience that provides students, recent graduates, and those who seek to change careers with opportunities to gain experience in particular career fields. The program aims to prepare knowledgeable skilful confident and self- motivated professionals who will be able to perform competitively in organizations of the modern world. It is a practical and valuable means of gaining business qualification that provides an expose to the challenges of doing business in global context. The students of the MBA program of the NEW HORIZON COLLEGE OF ENGENERRING (NHCE) under VTU are required to prepare an internship based on their experience and findings in institutions on their 4th semester. So, being a student of MBA in NHCE, internship selected at IN HYPERMARET IN RETAIL STOREIN BANGALORE HYPERCITY LIMITED, and I was involved in 10 weeks of the internship program.
An internship is a work related learning experience of individuals who wish to develop hands on work experience in a certain occupational field. Most internshipsare temporarily assigned that last approximately 2an half month up to a year. The main purpose of the internship is to get practical experience of work. It helps to develop skills like teamwork,
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STUDY ON CUSTOMER SATISFACTION AT HYPERCITY leadership, commitment, problem solving, decision making, good communication, research and evaluation skills etc.
As a student we will not be aware of the real work situations that take place in the companies are in an organization as only theoretical knowledge are provided in schools and college.
The thinking and the imagination remain only to the extent of what is said in the classroom. It becomes very important that every student is given the opportunitytotally their thinking an imagination to the real situations and then make question for themselves whether it is the same. An internship provides an answer to the various questions asked by every students to themselves. Thus internship plays a major role as a part of our education.
1.2TOPIC CHOSEN FOR THE STUDY: A good way to study the customer satisfaction refers tothe extent to which customers are happy with the products and services provided by a business. Customer satisfaction levels can be measured using survey techniques and questionnaires. Gaining high levels of customer satisfaction is very important to a business because satisfied customers are almost likely to be loyal and to make repeat orders and to use a business. They're more important to study in the retail market to about the customers, whether they are satisfied or not, whether the all the markets are according going by the customer needs ,wants, services. The main thinks we have to Study 7Ps Price, Product, People, Promotion, Physical evidence, Place these are very much important in all the retail stores and for the business to make a customer sustain and provide the services to the customer an make a customer to satisfy.
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STATEMENT OF THE PROBLEM The problem witha HYPERCITY facing problem with customer dissatisfaction, it is not good for retail in the future. With dissatisfaction any customer not become a loyal customer, without loyal customer business can’t run successfully. Customer is the ultimate god for all businesses, in retail end user is the customer. Customer satisfaction is an important parameter for getting huge business in the future. When company ignores the understanding of the customer needs, wants and satisfaction that is the first step for winding up of the company. In HYPERCITY the customer is upper middle class and high class. So, customer satisfaction of these classes of customers creates huge business.
1.2 NEED FOR THE STUDY Most marketers the goal of marketing their products or services for maximizing theirprofits, but customer needs and satisfaction is very important to every company for future existence. So it is ever necessary for every company to satisfy the needs of the customer.
1.3 OBJECTIVES OF THE STUDY To study the customer satisfaction of the retail store of hyper city.
To study the satisfaction level of the customer towards the quality, price and service at the Hypercity.
To estimate the satisfaction level of the customer
To study the customer satisfaction level of the store ambiance and amenities.
To find the level of satisfaction activity an promotions of Hypercity.
To understand the customer requirement customer. To study of the customer satisfied the retail store Hypercity provides product ranges.
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1.4 SCOPE OF THE STUDY
Identifies crucial company, information about “Hyper city retail [INDIA] PVT.LTD.”Along with major products and services for business intelligence requirements. Maintain to customer satisfaction providing activities for the customer. And offers in Monday Mandy bulk products buy and Wednesdays win win.
1.5 Research Methodology: The methodology outlines sources of existing data and specific research approaches, contact methods, sampling plans and instruments that are used together new data. As the study of aimed to know about the customer satisfaction towards “HYPERCITY” the consumers are the main force of the study. The survey has been conducted to collect the information the consumers TYPES OF RESEARCH A project research may be of the three based on the objectives
EXPLORATORY Its objective is to gather information that will help to define the problem and suggest a hypothesis
DESCRIPTIVE It involves talking to the customer in Bangalore city to get the information after gaining their cooperation
CASUAL The objectives are to check the hypothesis about cause and effect relationship. The project under the studyto find out the customer satisfaction towards SERVICES and PRODUCTS in Bangalore. In this project the researcher is adopted exploratory method research.
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DEVELOPING RESEARCH PLAN The research plan was completed within the given time period. Hence, it was effective. It yielded the intended results in a comprehensive manner.
The methodology outlines sources of existing data and specific research approaches, contract methods, sampling plans and instruments that are used together new data .
Research project Descriptive
Data Source Primary data, Secondary data
Research Approach Survey method
Research Instrument Questionnaires
Sample Plan Sampling unit-Customers of Bangalore city Sample size – 200
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1.7 LITERATURE REVIEW In this chapter of research the researcher gave a background of customer satisfaction and also explained all the factors which influence customer satisfaction in a retail store and described the different dimensions of customer satisfaction.
Customer satisfaction “Satisfaction is an overall attitude towards a product provider on an emotional reaction to the difference between what customers expect and what they actually receive regarding the fulfilment of a need”
Kotler (2000), Hoyer & McInnis (2000) also define satisfaction as a person’s feeling of pleasure, excitement, delight or disappointment which results from comparing products perceived performance to his or her expectations. Satisfaction means the contentment one feels when one has fulfilled a desire, need or expectation. Furthermore, customer satisfaction can be a measure of how happy customers are with the services and products of a hypermarket, keeping customers happy is of tremendous benefits to companies. Satisfied customers are more likely to stay loyal, consume more and are more likely to recommend their friends to the business.
Ciavolino&Dahlgaard (2007) suggest that “customer satisfaction can be defined as the overall evaluation of the service performance or utilization “Customer satisfaction can also be measured using some questions like, considering all your experience of the company, how satisfied are you in general on a scale from completely satisfied or dissatisfied? Another question could be to what degree did the companyfulfil your expectations? On a scale of much less than expected to much more than expected?
(Ryan et al 1995) According to Hoyer & McInnis (2001) satisfaction can be associated with feelings of acceptance, relief, excitement and delight.
Since a lot of research has been performed in the field of customer satisfaction, many definitions have been formulated as to what customer satisfaction entails. However, for
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STUDY ON CUSTOMER SATISFACTION AT HYPERCITY the purpose of this while defining satisfaction, we refer to the customer’s satisfaction with the stories which they visit often, with respect to shopping.
According toMCGoldric& Ho (1992); Walters Knee (1989), store, offer comprises of four dimensions which are stored merchandise, trading format, customer services and customer communication each of which is evaluated differently by customers. They further state that merchandise refers to quality and price of the products carried by the store. Similarly, the trading format consists of elements like location, layout and atmosphere. Lastly, customer service includes the level of assistance provided by the retailer, the speed of service and friendliness of staff. Customer satisfaction can be achieved by improving service quality.
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1.8 LIMITATIONS OF THE STUDY The survey was conducted for limited period.
The study had carried on with a sample size of 200 only.
The data given by the respondents are not accurate due to lack of time.
There is possibility of casual or careless answers by the respondents.
90% of data collected the OTC (Over The Counter). 10% data collected from the SO (Sales Order) counter.
High class and above middle class and high class people are targeted customers to the Hypercity.
It is a primarily a micro level study.
The observation is there within specific time, i.e. 5weeks.
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CHAPTER 2 INDUSTRY PROFILE Introduction
Retail is India’s largest industry, accounting for over 10% of the country’s GDP and around 8% of the employment, the market size of Indian retail industry is about US$312 Billion organized retailing comprises only 4.5% of the total retailing estimated at around US$8.7 Billion About The Industry Retail is the sale of goods and services from individuals or businesses to the end-user. Retailers are part of an integrated system called the supply chain. A retailer purchases goods or products in large quantities from manufacturers or directly through a wholesaler, and then sells smaller quantities to the consumer for a profit. Retailing can be done in either fixed locations or online. Retailing includes subordinated services, such as delivery. The term “retailer” is also applied where a service provider services the needs of a large number of individuals, such as a public utility, like electric power. Shops may be on residential streets, streets with few or no houses or in a shopping mall. Shopping streets may be for pedestrians only. Sometimes a shopping street has a partial or full roof to protect customers from precipitation. Online retailing, a type of electronic commerce used for Business-to-Consumer (B2C) transactions and mail order, are forms of non-shop retailing. Shopping generally refers to the act of buying products. Sometimes this is done to obtain necessities such as food and clothing; sometimes it is done as a recreational activity. Such as food and clothing; sometimes it is done as a recreational activity.
Industry Structure The retail industry continued in India in the form of kiranas till 1980 soon, following the modernization of the retail sector in India many companies started pouring in the retail industry in India like Bombay Dyeing, Grasim etc. as has been mentioned earlier the retail sector in India can be widely split into the organized and unorganized sector.
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Retail Classification
Organized Sector Unorganized Sector
Global Scenario Retail has played a major role world over in increasing productivity across a wide range of consumer goods and services .The impact can be best seen in countries like U.S.A., U.K., Mexico, Thailand and more recently China. The 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. The retail industry employs more than 22 million Americans and generates more than $3 trillion in retail sale annually. Retailing is a U.S. $7 trillion sector. 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. Wal-Mart has become the most successful retail brand in the world due its ability to leverage size, market clout, and efficiency to create market dominance. Wal-Mart heads Fortune magazine list of top 500 companies in the world. Forbes Annual List of Billionaires has the largest number (45/497) from the retail business. Retail is the sale of goods and services from individuals or businesses to the end-user. Retailers are part of an integrated system called the supply chain. A retailer purchases goods or products in large quantities from manufacturers or directly through a wholesaler, and then sells smaller quantities to the consumer for a profit. Retailing can be done in either fixed locations or online. Retailing includes subordinated services, such as deliver. The term “retailer” is also applied where a service provider services the needs of a large number of individuals, such as a public utility, like electric power. Shops may be on residential streets, streets with few or no houses or in a shopping mall. Shopping streets may be for pedestrians only. Sometimes a shopping street has a partial or full roof
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STUDY ON CUSTOMER SATISFACTION AT HYPERCITY to protect customers from precipitation. Online retailing, a type of electronic commerce used for business-to-consumer transactions and mail order. Are forms of non-shop retailing. Shopping generally refers to the act of buying products. Sometimes this is done to obtain necessities such as food and clothing; sometimes it is done as a recreational activity. Such as food and clothing sometimes it is done as recreational activity. Large format retail businesses dominate the retail landscape in the United States and across Europe, in terms of retail space, categories, range, brands, and volumes. Indian retail industry cannot hope to learn much by merely looking at the Western success stories in retail. Their scales of operations are very huge, the profit margins that they earn are also much higher and they operate in multiple formats like discount stores, warehouses, supermarkets, departmental stores, hyper-markets, convenience stores and specialty stores. The economy and lifestyle of the West is not in line with that of India and hence the retailing scene in India has not evolved in the same format as the West nor can we learn valuable lessons from their style of operations. In retailing, the conventional wisdom used to be, that, the critical success factor was location. But precise location no longer matters and geo-demographics are increasingly becoming irrelevant. The leading multiple chain retailers, superstores and malls create their own centers of gravity, attracting customers by car, bus, train or even by plane to wherever they are located. The following factors still pose a challenge for the Indian retailers: Geographic saturation The end of the nineties has signified a turning tide of retailer power. The limit to retail ambition is geographic saturation. Many retailers have started postponing their store expansion plans. The track record of some of their international store expansions is also not promising. Category killer competition The threat of saturation is accompanied by a new competition from the low cost category killers. Specialist competition is eating away at the market share and forcing down the prices and gross margins of the multiple chains. Alternative shopping channels The newest retail format that is showing growth and is more frightening for retailers than for consumers, is the internet. The potential for on-line shopping which is growing
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STUDY ON CUSTOMER SATISFACTION AT HYPERCITY questions retailers’ investments in more physical sites and stores and makes it imperative that they too explore the new agenda of ‘E-retailing’ or ‘e-tailing’. Retailing in India: the current scenario The present value of the Indian retail market is estimated by the Indian retail report to be around Rs.1200000cr ($270 billion) and the annual growth rate is 5.7%. The retail market for food and grocery with a worth of Rs, 743,900cr is the largest of the different types of retail industry present in India. Furthermore around 15 million retail outlets help India win the crown of having the highest retail outlet density in the world. Challenges of Retailing in India In India the Retailing industry has a long way to go, and to become a truly flourishing industry, retailing needs to cross the following hurdles. * The first challenge facing the organized retail sector is the competition from the unorganized sector. * In the retail sector, Automatic approval is not allowed for foreign investment. * Taxation, which favours small retail businesses. * Developed supply chain and integrated IT management is absent in the retail sector. * Lack of trained workforce. * Low skill level for retailing management. * Intrinsic complexity of retailing- rapid price changes, threat of product obsolescence and low margins. Growth drivers in India for retail sector o Rising incomes and improvements in infrastructure are enlarging consumer markets and accelerating the convergence of consumer tastes. o Liberalization of the Indian economy o Increase in spending Per capita Income. O Advent of dual income families also helps in the growth of the retail sector. o Shift in consumer demand to foreign brands like McDonalds, Sony, Panasonic, etc. o Consumer preference for shopping in new environs o The Internet revolution is making the Indian consumer more accessible to the growing influence of domestic and foreign retail chains. Reach of satellite T.V. Channelsare helping in creating awareness about global products for local markets.
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STUDY ON CUSTOMER SATISFACTION AT HYPERCITY o About 47% of India's population is under the age of 20; and this will increase to 55% by 2015. This young population, which is technology-savvy, watch more than 50 TV satellite channels, and display the highest propensity to spend, will immensely contribute to the growth of the retail sector in the country. o Availability of quality real estate and mall management practices o Foreign companies' attraction to India is the billion-plus population. Different Forms of Retailing: Emergence of new formats of retailing in India Popular Formats o Hyper marts o Large supermarket o Mini supermarkets o Convenience store o Discount/shopping list grocer o Traditional retailers trying to reinvent by introducing self-service formats as well as value-added services such as credit, free home delivery etc. The Indian retail sector can be broadly classified into a) Food Retailers b) Health and beauty Products c) Clothing and Footwear d) Home Furniture & Household goods e) Durable goods f) Leisure & Personal Goods Malls in India Over the last 2-3 years, the Indian consumer market has seen a significant growth in the number of modern-day shopping centres, popularly known as ‘malls’. There is an increased demand for quality retail space from a varied segment of large-format retailers and brands, which include food and apparel chains, consumer durables and multiplex operators Key players in the market The Indian retail sector has been euphoria over the last five years. India topped the A.T.Kearney’s Global Retail Development index for two consecutive years and this has infatuated Indian as well as foreign retail players to go gaga on the merchandising track.
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According to geographical expansion, the metros such as Kolkata, Chennai, Hyderabad and Bangalore have caught the sight of investors but their fortunes are yet to be eliminated. Companies like The Future Group, Reliance, Bharti-Walmart, DLF etc., have shown the way for others to enter, the country is expecting a surge in the growth sprint and let’s hopes for the best. Major retailers in India The major retailers occupied in the organized retail sector in India are: Aditya Birla Retail Limited
Aditya Birla Retail Limited is the retail arm of Aditya Birla Group, a $40 billion corporation. The company ventured into food and grocery retail sectors in 2007 with the acquisition of a south-based supermarket chain. Subsequently, Aditya Birla Retail Ltd expanded its presence across the country under the brand ― "more." with two formats ― Supermarket. Supermarket More. ― Conveniently located in neighbourhoods, more. Supermarkets cater to the daily, weekly and monthly shopping needs of consumers. The product offerings include a wide range of fresh fruits and vegetables, groceries, personal care, home care, general merchandise and a basic range of apparels. Currently, there are over 490 more. Supermarkets across the country. Hypermarket More. MEGASTORE is a one-stop shopping destination for the entire family. Besides a wide range of products across fruits and vegetables, groceries, FMCG products, more. MEGASTORE also has a strong emphasis on general merchandise, apparels and CDIT.
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Bharti Retail Ltd
Bharti Retail Limited, a wholly owned subsidiary of Cedar Support Services Limited which belongs to the Bharti Group of companies, one of India’s leading business groups, owns and operates neighbourhood stores called easy day and compact hypermarket stores called easy day Market. These stores provide consumers immense value and wide choice with products of great quality at affordable prices. Easy day and easy day Market stores promise “SabseKamDaamHar Din” and offer an extensive product mix at everyday low prices (EDLP), which are substantially lower on customers’ ‘monthly basket of products’ vi's-à-is similar stores. Inspired by its mission to ‘Enable India Live Better’, Bharti Retail’s goal is to establish a pan-India footprint and become India’s most-preferred multi-brand retailer Reliance Retail Ltd
Reliance Retail Ltd. is a subsidiary company of Reliance Industries. Founded in 2006 and based in Mumbai, it is the largest retailer in India in terms of revenue. Its retail outlets offer foods, groceries, apparel and footwear, lifestyle and home improvement products, electronic goods, and farm implement and inputs. The company’s outlets also provide vegetables, fruits and flowers. It focuses on consumer goods, consumer durables, travel services, energy, entertainment and leisure, and health and well-being products, as well as educational. . It has a total of 1,466 stores in India with an area of approx. 9 million square feet.
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Future Retail Ltd
As India’s leading retailer, Future Retail (formerly known as Pantaloon Retail) inspires trust through innovative offerings, quality products and affordable prices that help customers achieve a better quality of life every day. We serve customers in 95 cities across the country through over 10 million square feet of retail space. Future Retail is the flagship company of Future Group, India’s retail pioneer catering to the entire Indian consumption space. Through multiple retail formats, connect a diverse and passionate community of Indian buyers, sellers and businesses. The collective impact on business is staggering: Over 300 million customers walk into stores each year and choose products and services supplied by 30,000 small, medium and large entrepreneurs and manufacturers from across India. This number is set to grow.
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POTER’S 5 FORCE MODEL
Michel Porter referred to these forces as the micro environment, to contrast it with the more general term macro environment. They consist of those forces close to a company that affect its ability to serve its customers and make a profit. A change in any of the forces normally requires a business unit to re-assess the marketplace given the overall change in industry information. The overall industry attractiveness does not imply that every firm in the industry will return the same profitability. Firms are able to apply their core competencies, business model or network to achieve a profit above the industry average. Porter's five forces include 5 forces – they are as follows 1) The bargaining power of customers (buyers)
The bargaining power of customers: the ability of customers to put the firm under pressure, which also affects the customers' sensitivity to price changes. • Degree of dependency upon existing channels of distribution • Bargaining leverage, particularly in industries with high fixed costs • Buyer volume • Buyer switching costs relative to firm switching costs • Buyer information availability
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• Ability to backward integrate • Availability of existing substitute products • Buyer price sensitivity • Differential advantage (uniqueness) of industry products When the buyers purchase in large quantities then the buyer can use their purchasing power as leverage to bargain for price reductions. The switching costs are low so buyers can play off the supplying companies against each other to force down prices. As mentioned earlier, the retail chains are exercising sufficient power over the major brands. Hypercity at present has many outlets; the company has entered the fast growing retail space with its exclusive outlets, which has helped in boosting brand image and demand. The change in the family structure in India is clearly reflected in the reducing number of persons per household, which has fallen from 5.7 persons in 1971 to 5.3 in 2001. Going forward, we expect the trend towards nuclear families to intensify, with the average number of people in a household set to fall to 5.1 by 2011.India is also fast moving from an agriculture-based to a service-driven economy. 2) The bargaining power of suppliers The bargaining power of suppliers is also described as the market of inputs. Suppliers of raw materials, components, labour, and services (such as expertise) to the firm can be a source of power over the firm, when there are few substitutes. Suppliers may refuse to work with the firm, e.g. charge excessively high prices for unique resources. • Supplier switching costs relative to firm switching costs • Degree of differentiation of inputs • Impact of inputs on cost or differentiation • Presence of substitute inputs • Supplier concentration to firm concentration ratio • Employee solidarity (e.g. Labour unions) • Supplier competition - ability to forward vertically integrate and cut out the buyer Suppliers are weak as the company has the opportunity to force down input prices and higher quality inputs. Hypercity is having a huge turnover, so it could threaten to enter the supplier industry and make the inputs as a tactic to lower down the prices of the input. Also, it must be remembered that Hypercity not only has its manufacturing plants, but also the capability of importing with research and development units. The trend of
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Hypercity has grown so widely that its varied variety and its design which are very common and known to many people makes usability very easy which tends the people to purchase, also for its long time sustainable in the market makes them the first priority to purchase. 3) New Entrants Hypercity is a brand of the K. Raheja Corp. Group which is known for its retail business. The threat of new competitors is one of the forces of Porters model which in this case is less because of the cost advantage they provide to their customers on various sizes available in the market. It has established superior production operations and processes due to experience, patents and exercise huge control on particular inputs required for production, such as labor, materials, equipment, or management skills. On the other hand new entrants would have to undertake huge capital investment to build out their networks and match the scale advantage of established companies. This is especially true as Hypercity is already in fierce competition with other more established competitors. Increasing urbanization and fast-changing demographics have led to a growing demand for additional sales. 4) Competitive Rivalry within the industry The competitive struggle is fought through price, advertising and promotion spending and direct selling efforts. Hypercity is affecting its rivals by its price and the technology of being balanced all through the world containing aesthetic styles and better technology efficient. Hypercity controls more than 60% of the products market thus actions of other companies affect the market share of it but the growing need for cookers tend to moderate competition by providing scope for growth to the company. Thus fierce competition does exist but at the moment Hyperctiy, with its variety of ranges seems to have advantage of price, distribution, perceived quality and thus, market share. 5) Threat of substitutes
The existence of products outside of the realm of the common product boundaries increases the propensity of customers to switch to alternatives. For example, tap water might be considered a substitute for Coke, whereas Pepsi is a competitor's similar product. Increased marketing for drinking tap water might "shrink the pie" for both Coke and Pepsi, whereas increased Pepsi advertising would likely "grow the pie" (increase
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STUDY ON CUSTOMER SATISFACTION AT HYPERCITY consumption of all soft drinks), albeit while giving Pepsi a larger slice at Coke's expense. Potential factors:
Buyer propensity to substitute
Relative price performance of substitute
Buyer switching costs
Perceived level of product differentiation
Number of substitute products available in the market
Ease of substitution. Information-based products are more prone to substitution, as online product can easily replace material product.
Substandard product Quality depreciation
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COMPANY PROFILE 2.1Background and Inspection of the Company HyperCITY Retail (India)ltd Is part of the K. Raheja Corp. Group, a leader in the Indian retail sector. K Raheja Corp helped create the retail boom in India with Shoppers Stop, In Orbit Mall and Crossword apart from their successes in realty and hospitality. HyperCITY is a hypermarket in the true sense as it offers its customers ‘Big store Big savings’ along with a dominating assortment of quality products at a large, modern and exciting format. It also offers other value added services like ATM facility, telecom services, Bakery and Restaurants etc under one roof to make the shopping experience richer, convenient and complete. Hyper CITY launched its first store in Malad, Mumbai, which is spread over 1, 20,000 sq ft. Today, HyperCITY has accomplished a total of 13 stores since inception and have marked its presence in cities like Mumbai, Hyderabad, Bangalore, Bhopal, Ludhiana, Amritsar, Pune, Ahmadabad and Jaipur. It offers over 44,000 products sourced from both local & global markets to choose from & boasts of quality, distinctive, dominant assortment at great value. High-priority promises the convenience of everything under one roof & International shopping ambience that rivals the best in the world. More than 11 Lakh Customers visit HyperCITY stores every month. . HyperCITY has recently bagged prestigious awards, including the Golden Spoon Award for its Private Label Development and the ‘Most Admired Hypermarket of the year’ at the India Retail Forum 2012
2.2Nature of the carried
HyperCity Retail (India) Ltd. Founded in 2006, is part of the K. Raheja Corp. Group, a leader in the Indian retail sector. K Raheja Corp helped create retailing in India with Shopper's Stop, Inorbit Mall and Crossword apart from their successes in realty and hospitality.
HyperCity launched its first store in Malad, Mumbai, which is spread over 1,200,000 sq ft. Today, HyperCity has accomplished a total of 13 stores since inception and has stores in major cities like Hyderabad, Bangalore, Jaipur, Amritsar, Bhopal, Ahmedabad, Vadodara
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Store Background HyperCITY Retail (India)Pvt. Ltd. is part of the K. Raheja Corporation group, a leader in the Indian retail sector. The mall is situated over 1,20,000 sq feet area and stocks an astonishing array of products ranging from groceries, food, house items, fresh food, garments to consumer durables and offers consumers more variety and value for money, all under one roof. Store Set-up The store is divided into two sections i.e. it has2 floors. The 1st floor has all the grocery and household items that includes vegetables, dairy, poultry, etc. the 2nd floor consists of home appliances, furniture, garments, sports material etc. It also has a pharmacy and Saloon. Private Label City life City sense Fresh basket Ebano Avorio City style Raleigh
Local Competitors Demart Lifestyle Reliance Fresh
Customer Relationship They target the middle and upper middle class by providing best quality products at a reasonable price, They attract the customers by providing discounts and offers, free home delivery of goods to their customers, credit card facilities to salaried customers etc. They provide efficient after sales service and they have an exchange policy,
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Information Technology They have a computerized billing system (bar code reader) LCD screens for advertisements, touch screens for faster billing. They provide debit card, credit card facilities, they have customized billing software (proprietary software) All the computers are connected through a network (topology) Metal detectors to maintain security. Security cameras this helps in efficient and quick billing
2.3 PROMOTERS
Shoppers stop, cl Raheja group- prmoted lifestyle retailer, enterned the final lap of its plan to buy another 32 percent stake in group company Hypercity retail. The note asking for shareholder approvel went out today. Board approval came last month.
Shoppers stop will pay Rs 125 crocrefo r the extra stakr, valuing Hypercity at Rs 91 crocre. It already holds 19percent in hypercity . After the purchase of this stake, hypercity will formally become a 51 percent subsidiary of shoppers stop.
The Rahejas and their group companies also own 68.5percent of shoppers stop.
With the loans and advances shoppers has lent to hypercity, it would have put in about Rs 200 crore in the latter, after the stake.
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2.4 Vision “To be an integral part of customer lives, by offering them high quality shopping experience through great products at ever better prices”. Mission To sustain profitable growth by encouraging customers to discover an authoritative assortment of quality product with existing promotion in a globally competitive retail environment and create through on company values an environment where our associates grow within the business. Objectives In today’s cut throat competitive retail market, it helps and enhances customer retention. Helps build long-term relationships Helps to increase, footfalls in the stores and cash memo size by offering exclusive offers. Can potentially ensure an increase in repeat customers Helps to create WOW feeling for customer. Values We have a fundamental right to good leadership at every level We respect family, team, self, in that order We are all real people with feelings, emotions and values We all have a responsibility to innovate We demand absolute integrity from each other We all take ownership of our individual actions We are all empowered to make decisions to satisfy our customers We work hard, we play hard
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The HyperCITY experience
The newest innovations, the freshest produce, the hottest fashion lines of the season are all waiting to be explored at HyperCITY. Enjoy a shopping experience like no another that brings together malls, brands, shops and bazaars around the world.
Store Design
Hypercity has been voted one of the 100 stores in the world you simply 'have' to visit! That’s because the store design caters to almost every interest while ensuring that customers can navigate and access their favourite products with ease. Customer Service
HyperCITY is a hypermarket in the true sense as it offers its customers ‘Big store Big savings’ along with a dominating assortment of quality products at a large, modern and exciting format. It also offers other value added services like ATM facility, telecom services, Bakery and Restaurants etc under one roof to make the shopping experience richer, convenient and complete. HyperCITY launched its first store in Malad, Mumbai, which is spread over 1, 20,000 sq ft. Today, HyperCITY has accomplished a total of 12 stores since inception and have marked its presence in cities like Mumbai, Hyderabad, Bengaluru, Bhopal, Ludhiana, Amritsar, Pune, Ahmadabad and Jaipur. It offers over 44,000 products sourced from both local & global markets to choose from & boasts of quality, distinctive, dominant assortment at great value. HyperCITY promises the convenience of everything under one roof & International shopping ambience that rivals the best in the world. More than 2 million Customers visit HyperCITY stores every month.
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2.5 SERVICE/PRODUCT PROFILE OF HYPERCITY
Hypercity retail India limited. Type: Hypermarket Industry: Retailing Founded: India[2006] Headquarters: Mumbai,india Area served: India Key people: Mark Ashram, (MD & CEO) Employees: 220 Parent: K.Rahejacorp. Group Website: hypercityindia.com
K.RahejaCorp. Group, is a large Indian retailer, part of the Hypercity, and operates in multiple retail formats in both, value and lifestyle, segment of Indian consumer market. Headquarter in Mumbai, the company has over 13 stores across 11 cities in india and employees over 30000 people, and as of 2010, it was the country’s largest retailer by market capitalization and revenue.
The company separated its discount store business, which includes the Big Bazaar hypermarket and the Food Bazaar supermarket businesses, into Future Value Retail ltd., its wholly owned subsidiary, so that the company may be listed independently.
The company’s brands include Pantaloons, a chain of fashion outlets, Big Bazaar, a hypermarket chain, and Food Bazaar, a supermarket chain. Some of the company’s other regional brands include Depot, Shoe Factory, Brand Factory, Blue Sky, all, Top 10 and Star and Sitara.
A subsidiary company, Home solution retail (india) limited, operates Home Town a large-format home solutions store, Collection I, selling home furniture products and –Zone focused on catering to the consumer electronics segment.
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Overview The K. RahejaCorp.The group has been a leading construction, propertydevelopment company, since the last two generations. Founded in 1956, they have now diversified into the hospitality (The Resort, The Renaissance Hotel)and Retail(Shoppers stop, Inorbit, crossword)sectors. Hypercity Retail India Ltd, is a part of the k. RahejaCorp., and is a shoppers ‘stop limited company. At the time of our inception in 2006, we were a team of 20 people. Our associate’s power today is approximately 2500 pan-India. HYPERCITY –Aisles with Smiles Voted one of the 100 stores in the world you simply ‘have’ to visit, Hypercity is India’s first full range hypermarket and so much more, run with world class systems and process. The experiences of shopping here is a reflection of the subcontinent itself with numerous unpredictable moments of calm and cacophony. The planning and design of our clean and spacious stores cope with a maze of beliefs, languages, culture, religion and diet. The product range-from food, home needs, to technology, sports, fashion and much more- is eclectic, so despite appalling road condition Bicycles sell in vast numbers whilst computers simply can’t be made fast enough to meet the demand. The associates enhance customer experience multiple folds, with their friendly and helpful demeanor.
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2.6 ORGANISATIONAL STRUCTURE
STORE MANAGER
SOM -CS SOM-FOOD SOM- SOM-PROFIT GENMERCH MANAGER
SM SM SM SM SM SM SM SM SM SM TF
Nigh Che Non Stapl Peris Food Furn Hom sts Fash Rece t ck- food e habl iture e ion iving refill out e
AM-HR AM-LP Maintance Finance Marketing Executive executive &Acc sr. Executive -VM Executive
Executive Sr. C&B Executive Admin
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2.6 Area of Operation First to open the largest Hypermarket (1,20,000 sqft) in India The business is a new benchmark for retail and now sets the standard for everyone else to follow. HyperCITY, Malad was named as one of the “Top 100 Must Visit Store” in the world by UK’s Retail Week Magazine. Other First’s Largest and best non-vegetarian offering in India Largest and best gourmet and imported food offering in India Largest and best sports equipment offering in India
Ownership Pattern
Mark Ashram(Chief executive officer) Mark Ashman is the CEO of the Hypercity Retail (India)Ltd.He was last the CEO of marks and Spencer’s India Pvt Ltd, where he was instrumental in the roll out of marks & Spencer retail strategy in India and establishing the JV between marks & Spencer PLC and Reliance Retail. Educated in the UK,Mark has vast retail experience of various functions ranging from retail operations, to sales & Marketing, Merchandising and Corporate Communications. He has also held senior leadership roles in the UK and internationally. Mark is an intuitive retailer with his pulse on changing consumer needs. As the leader his strengths lie in his ability to build a highly motivated team.
SIMON HOOPER (Chief of operations) Simon is the Chief Operating Officers of Hypercity. He has the earlier worked with the sultan Centre Group, where he was the Group Operations Director, responsible for 79 stores across 5 countries.
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ASHUTOSH CHAKRADEO,(Head –Buying & Merchandising) Ashutoshcharade holds a master's degree in international trade. He has acquired knowledge and expertise in sourcing of products across Food& Non- Food categories over the last 14 years of working in the retail industry. He has worked with the Bombay store as a part of their B&M team for a period of 7years. Ashutosh joined hypercity in 2004. He has also worked for Argus from 2002-2004 as category manager, for their home improvement division. He has travelled widely through Asia& Europe, in his sourcing management role.
VENEETH PURUSHOTANAM, BUSSINESS HEAD-TECHNOLOGY Veneeth has over 14years of experience in technology. He joined hypercity as the Head- Technology in may 2006.Prior to that he was at shoppers stop and was responsible for the loyalty, Point of sale systems and the data warehouse systems. After his graduation in computer science from Bangalore university and a certified course from NIIT, he joined NIIT as a Technical lead where he worked for three years. He then had a stint with the Indian railway and after a certification on mid-range servers from IBM after which he joined Rhone-Poulenc (India) Ltd in1998. At Rhone-Poulenc, he was responsible for streamlining the ERP and for their Y2K rollout. He was recently honoured by the CIO Magazine as one of the Top20 CIO in their CIO ones –to-watch category for the year 2008.He subsequently also won the CIO bold 100 awards in 2008 from the CIO magazine. Hypercity was recently awarded for the use of technology in the use of technology in the emerging retail by JDA for their use of replenishment tools and space planning tools.
DARSHANA, BUSINESS HEAD-MARKETING, VISUAL MERCHANDISING DarshanaShah holds a master's degree in marketing from NMIMS. She has over 14years of work experience with 6years in the IT and 8years in the retail sector. She has worked with retail giants like shopper’s stop, Future group,(Pantaloons AND Big bazaar)& Reliance retail.
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APARNA RANADIVE, BUSINESS HEAD-HR Aparna is an alumnus of NIMIMS, where she acquired her master’s degree in HR Management Microbiologist by training; she has experience over the last 16years across different industries, including media & Entrainment, Investments banking, Telecom and Manufacturing. She last worked with Sony Entrainment network, as Vice President & Head-HR. Previously she worked for the companies such as blue star limited, Tata teleservices, Ambit RSM Pvt.Ltd, and the Times Group.
2.7Competitors Information In India retail sector is growing rapidly since more retail companies existing. The competitors are as follows. 1. Reliance 2. D-mart 3. Star bazaar 4. More 5. Spar
2.8 Infrastructure Facility Hypercity provides with an enjoyable and convenient shopping environment in the very own neighbourhood. Good Assortment of products Stores with air condition, etc.,
National Retail Federation
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2.9 SWOT Analysis
Strengths 1. Leader in Indian retail
2. Accomplished in all major cities
3. Excellent management team
4. Large economies of scale
Weakness 1. Huge infrastructure 2. Low possibility of success 3. Huge operating cost Opportunity 1. Expanding to other cities
2. Development of its own in-store brand
3. Massive advertising and brand promotion
4. Putting sound customer loyalty programmers in place Threats 1. Increasing competition from other retailers and store format 2. Recession in real estate and infrastructure sector 3. Rising inflation for food and fuel prices
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2.10Future prospects and growth Jumping on to the retail revolution bandwagon this time is Hypercity, the K. Raheja Group-promoted hypermarket chain that is all set to go on a major expansion spree with an investment of almost Rs 300 crore. More outlets “They are planning to open a total of 20 Hypercity outlets by early2020," said Mr. Mark Ashman, CEO,Hypercity Retail(India) Pvt Ltd. On investments required to set up the 20 outlets, Mr. Ashman said that each outlet required around Rs 15 crore, over and above the real estate costs. At present, the retail chain has 1.2 lakh sq. ftoutlet in Mumbai, and its expansion plans also include opening outlets in cities such as Luck now and Aurangabad, apart from tier-1 cities such as Delhi.
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CHAPTER 3 THEORETICAL BACKGROUND OF THE STUDY Many organizations have not got a clue about the customer’s satisfaction the goods and services provide. Customer attitude to be that so long as people “BUY” their products must be accepted. Firstly, the customer may buy a given product of services simply because there is no other option and they would prefer to purchase what you are offering them to go out all together. Secondly, the fact that a product or services may be accepted does not mean that it will continue to sell. Competitors may see opportunities, customer expectation may change customer tastes may move on. If standards don’t rise and service evolve and then download sales will appear. A worse situation arises when the organizations haven’t got a clue of the customer’s whether satisfy or not with the services. Another situation is when the organization doesn’t havea clue of their customers' likes and don’t care either the organization may believe that it is in a monopoly situation and its customers can’t go elsewhere. Sometimes an organizationbelieves that it knows best what a customer should want and therefore supply them with a centrally designed product. If resultant product or service has defected, then it is perceived to be a problem for the customer. Some org solicit customer feedback or it way whether they like it or not and then do nothing about it. Finally, we come to the point where we realize how important customer feedback is in the case of the org, which helps the org to determine how efficiently it is solving the customer and determine customer satisfaction. This feedback, answers the following questions to find out. Who are your customers? Where are they likely to be your customer? How does your customer fall? What does your customer think? How can you make your customer feel valued? What sort of initiatives would your customers appreciate? What can you do keep your customers?
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How can you give yourself a competitive advantage, so as far as your customer concerned?
Now that we have spoken of customer satisfaction, let us define what it is: According to Philip Kotler “customer satisfaction is the level of a personfallen state resulting from comparing a product perceived performance in relation to the person’s expectations”. Thus satisfaction levels are a function of the deference between the perceived performance and expectation of a customer. One of the three board levels of satisfaction as follows. 1. If performance falls short of expectation customer if dissatisfied 2. If performance matches expectations/customer is satisfied. 3. If performance is greater thanexpectation customer is highly satisfied, pleased or delighted. Expectations of a buyer are formed in any of the following ways: 1. Buyer past experience. 2. Statement by friends 3. Associates 4. Marketer Companies seeking to win in today’s markets track their customer’s expectations, perceived company performance and customer satisfaction. They must monitor their competitors as well. They key to customer retention, satisfaction a satisfied customer is one who: Buy more and stay loyal, longer.
Buy additional products as the company introduces and upgrades products.
Pay less attention to competing brands and advertisement.
Fewer prices sensitive.
Offers products and services, ideas to company.
Cost less to serve the customers so transactions are routed.
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Thus a company would be wise to regularly measure customer satisfaction company should enquiry from its recent buyers feedback forms about products and services and determine how many are 1. Excellent
2. Very good
3. Good
4. Average
5. Poor
It should find out the major factors, satisfaction and dissatisfaction and use this information to improve its performance. A customer oriented would track its customer satisfaction level, each period and set improvement goals for customer oriented company. Customer satisfaction is both a goal as well marketing tool. Companies that achieve high customer satisfaction rating sure that their target market knows it; Companies can maximize customer satisfaction in the following manner: By lowering prices or increase its service (this may result in lower profile). The company might be able to increase in profitability in other ways, such as improving manufacturer or inverting more in research and development. The company as many stock holders, including employees, dealers and stock holders. Spending more to increase customer satisfaction would direct funds from increasing satisfaction of their partners. Ultimately, the company must operate on the philosophy that it trying to deliver a high level of customer satisfaction. Subject to delivering at least acceptable levels of satisfaction to the other stockholders within the constraints of its total resources here we see that an org has to look and the above aspects before it really sets on the mission of maximizing customer satisfaction. Customer satisfaction is the extent to which a product perceives performance marches buyer’s. customer satisfaction with a purchase depends on how well products performance lives up to the expectations; the customers are highly satisfied or delighted.
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Smart companies aim to delight customer by promising only what they can deliver, then delivering more than they promise. Highly satisfied customers produce several benefits for the company. Satisfied customers are fewer prices sensitive. They talk favorably to others about the company and its products and remain loyal for a longer period, However, the relationship between customer satisfaction and loyalty varies greatly across industries and competitive situations. Factors affecting customer satisfaction: Aspects of products and services
Cost,quality,performance and efficiency of the product
Style of products
Price of products
Assistance of staff
Knowledge of staff
Ambiance of store
Compliant management
Promotional activities
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METHODS OF TRACKING AND MEASURING CUSTOMER SATISFACTION Complaints, suggestions system: A customer cantered org would make it easy for its customers to deliver suggestions and complaints e.g. installing suggestion boxes, questionnaire. Customer Satisfaction survey: A company must not include that it can get a full picture of customer suggestion system. Responsive companies obtain a direct measure of customer satisfaction by conducting periodic surveys. They send a questionnaire or make telephone calls to find out how they feel about the rating aspect of the company’s performance and services. Ghost shopping: Another way to measure customer satisfaction is to hire persons to pose potential buyers to respect their findings okay strong and weak point they experienced in buying and competitor’s products. Managers can themselves pose as shoppers and experience first hand, the treatment they receive as a customer. A lost customer analysis: A company should contact the customer, who have stopped buying, or who have to another suppler to learn what happened. Not only is it important to conduct exit interview but also to monitor the indication that the company is falling to satisfy it customer.
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CHAPTER 4
DATA ANALYSIS AND INTERPRETATION
TABLE NO 4.1-How do you come to know about hypercity?
SI.No Criteria No of Percentage Respondents 1 By friends 140 70% 2 By TV media 20 10% 3 By 28 14% newspapers 4 By radio 5 2.5% 5 Any others 7 3.5% TOTAL 200 100%
Analysis In the below graph showing 70% of the customers they know by the friends about hyper city, 10% of the customers know from the Tv, media, 14% of the customer they know fromnewspapers, 2.5% of the customers they know by radio, 3.5% of the customer they know with others.
GRAPH NO 4.1-Customer source of information
140
120
100
80
60 Axis TitleAxis 40
20
0 No of respondents Percentage
Interpretation From above analysis, 70% of the customers they know by the friends about hypercity. Remaining feedback showing customers the other advertising less in other situations
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TABLE SHOWING NO 4.2 Physical environment of hypercity is being hygienic?
SI.No Criteria No of Percentage respondents 1 Excellent 30 15% 2 Very good 40 20% 3 Good 90 45% 4 Average 20 10% 5 Poor 20 10% TOTAL 200 100% Analysis In the below graph showing 15% of the customer rating to excellent, 20% of the customer rating of Very good, 45% of the customer rating to Good, 10% of the customer rating to Average,10% of the customer rating to poor environment of Hypercity.
GRAPH NO 4.2-Physical environment
90 80 70 60 Excellent 50 Very good 40 Good 30 Average 20 Poor 10 0 No of Percentage respondents
Interpretation From above analysis, 45% of the customer given their feedback, good and remaining other feedback are showing excellent and very good.
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TABLE NO 4.3 Kindly rate the assistance from hypercity staff?
SI.No Criteria No of Percentage
respondents
1 Excellent 15 7.5%
2 Very good 45 22.5%
3 Good 75 37.5%
4 Average 25 12.5%
5 Poor 40 20%
TOTAL 200 100
ANALYSIS In the below graph showing 7.5% of the customer rating to excellent, 22.5% of the customer rating to Very good, 37.5% of the customer rating to Good, 12.5% of the customer rating to Average, 20% rating to poor staff assistance at Hyper city.
GRAPH NO 4.3-Hypercity staff rate
80 70 60 Excellent 50 Very good 40 Good 30 Average 20 Poor 10 0 No of respondents Percentage
Interpretation
From above analysis, 22.5% of the customer given their feedback very good and remaining other feedback are showing average and good
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TABLE 4.4Kindly rate us opinions available in each product?
SI.No Criteria No of Percentage respondents 1 Excellent 40 20%
2 Very good 70 35%
3 Good 50 25%
4 Average 30 15%
5 Poor 10 5%
TOTAL 200 100
Analysis In the below graph showing 20% of the customer rating to excellent, 35% of the customer rating to Very good, 25% of the customer rating to Good, 15% of the customer rating to Average, and 5% respondent give a rating to poor products available in each product at Hypercity.
GRAPH NO 4.4-Ratings on each product
80 Excellent 60 Very good 40 Good
20 Average
0 Poor No of Percentage respondents
Interpretation From above analysis, 35% of the customer given their feedback very good and remaining other feedback are showing excellent and good.
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TABLE 4.5 Your average budget for purchasing the product?
SI.No Criteria No of respondents Percentage
1 Up to 1000 40 20%
2 1000-2000 60 30%
3 2000-3000 50 25%
4 Above 4000 50 25%
TOTAL 200 100
Analysis In the below graph showing 20% of the customer rating up to 1000 purchases, 30% of the customer rating of 1000 - 2000, 25% of the customer rating to 2000 to 3000, 25% of the customer rating to above 4000, spend for hypercity.
GRAPH NO 4.5-Customer budget range
60
50
40 Up to 1000 30 1000-2000
20 2000-3000 Above 4000 10
0 No of Percentage respondents
Interpretation From above analysis, 30% of the customer given their feedback 1000 - 2000 and remaining other feedback is showing the spend to other formats.
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TABLE 4.6 When do you plan to purchase the grocery, products?
SI.No Criteria No of Percentage respondents 1 Special offers 70 35% 2 Weekends 75 37.5% 3 During the sale 32 16% 4 Randomly 14 7% 5 Any other 9 4.5% Total 200 100
Analysis In the below graph showing 35% of the customers are interested to buy in a special offer, 37.5% of the customers are interested to buy in weekends, 16% of the customer are interested to buy in during the sale, 7% of the customers are interested to buy Randomly, 4.5% of the customer are interested to buy during any other situations.
GRAPH NO 4.6-Customer purchasing grocery
80 70 60 50 Weekends 40 During the sale 30 Randomly 20 Any other 10 0 No of Percentage respondents
Interpretation From above analysis, 37.5% of the customers are interested to buy the products during the weekends. Remaining feedback showing customers is interested to buy in special offers and during the sale.
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TABLE 4.7Whether you like the weekend offers in hypercity?
SI.No Criteria No of respondents Percentage
1 Yes 150 75%
2 No 50 25%
TOTAL 200 100
Analysis In the below graph showing 75% of the customers are interested to buy in weekends, 25% of the customers are not interested to buy weekends offers.
GRAPH NO 4.7-Customer prefference in offers
160 140 120 100 Yes 80 No 60 40 20 0 No of respondents Percentage
Interpretation From above analysis, 75% of the customers are interested to buy the products during the weekends. Remaining feedback showing customers are not interested to buy in the weekends.
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TABLE 4.8An weekly offers is providing by hypercity is benefits for you?
SI.No Criteria No of respondents Percentage
1 Yes 120 60%
2 No 80 40%
TOTAL 200 100
Analysis In the below graph showing 60% of the customers are telling that weekly offers giving the benefits. ,40% of the customers are telling weekly offers are not giving the benefits to the hypercity.
GRAPH NO 4.8-Offer benefiting to the customer
120
100
80 Yes 60 No
40
20
0 No of respondents Percentage
Interpretation
From above analysis, 60% of the customers are satisfied in weekly offers. Remaining feedback showing customers are not satisfied with weekly offers.
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TABLE 4.9 Other retail store offers are better than hyper city offers?
SI.No Criteria No of respondents Percentage
1 Yes 145 72.5%
2 No 55 27.5%
TOTAL 200 100
Analysis In the below graph showing 72.5% of the customers are telling that other retail store providing better offers. ,27.5% of the customers are telling other retail store not providing better offer than hypercity.
GRAPH NO 4.9- Comparison in other competitors offers
160 140 120 100 Yes 80 No 60 40 20 0 No of respondents Percentage
Interpretation
From above analysis, 72.5% of the customers are satisfied with the offers of hypercity. Remaining feedback showing customers are not satisfied with hypecity offers.
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TABLE 4.10 Are you finding any difficulty in services in the hypercity?
SI.No Criteria No of respondents Percentage
1 Yes 100 50%
2 No 100 50%
TOTAL 200 100
Analysis In the below graph showing 50% of the customers are finding difficulty in services in hypercity, 50% of the customer aren't havinga any issue in services in hypercity.
GRAPH NO 4.10-Customer response towards in services
100 90 80 70 60 Yes 50 No 40 30 20 10 0 No of respondents Percentage
Interpretation 50% of the customers not having any issue in services in hypercity, remaining are having some difficulty in services in hypercity.
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TABLE 4.11How do you rate the hypercity services?
SI.No Criteria No of Percentage respondents 1 Excellent 22 11% 2 Very good 20 10% 3 Good 100 50% 4 Average 35 17.5% 5 Poor 23 11.5% TOTAL 200 100
Analysis In the below graph showing 11% of the customer rating to excellent, 10% of the customer rating of Very good, 50% of the customer rating to Good, 17.5% of the customer rating to Average,11.5 of the customer rating of poor in Hypercity.
GRAPH NO 4.11-Customer rating in services
100 90 80
70 Excellent 60 Very good 50 Good 40 Average 30 Poor 20 10 0 No of respondents Percentage
Interpretation From above analysis, 50% of the customer given their feedback, good and remaining other feedback is showing average and excellent.
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TABLE 4.12 How much do you purchase [In rupees] for each visit?
SI.No Criteria No of respondents Percentage
1 200 10 5%
2 200-500 20 10%
3 500-1000 80 40%
4 1000 90 45%
TOTAL 200 100
Analysis In the below graph showing 5% of the customer rating up to 200 purchases, 10% of the customer rating of 200 - 500, 40% of the customer rating to 500 to 1000, 45% of the customer rating to above 1000, spend for hypercity.
GRAPH NO 4.12-Budget rate in each visit
90 80 70 60 200 50 200-500 40 500-1000 30 1000 20 10 0 No of resondents Percentage
Interpretation From above analysis, 45% of the customer given their feedback 1000 and remaining other feedback are showingthe spend to other formats.
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TABLE 4.13 Do you prefer food court and gaming section at hypercity?
SI.No Criteria No of respondents Percentage
1 Yes 140 70%
2 No 60 30%
TOTAL 200 100
Analysis In the below graph showing 70% of the customers prefer for the food court and gaming section, 0% of the customer not willing for the food court and gaming section in the hypercity.
GRAPH NO 4.13-Customer peffer in section
140
120
100
80 Yes No 60
40
20
0 No of respodents Percentage
Interpretation From above analysis 70% of the customers willing for the food court and gaming section 30 of the customer not willing for the food court and gaming section in hypercity.
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TABLE 4.14How do you feel satisfied after shopping at hypercity?
SI.No Criteria No of respondents Percentage 1 Feel very satisfied 5 2.5% 2 Satisfied 120 60% 3 Not satisfied 75 37.5% TOTAL 200 100
Analysis In the below graph showing2.5 % of the customer rating to Feel very satisfied, 60% of the customer rating to satisfy, 37.5% of the customer rating not satisfied, in Hypercity.
GRAPH NO 4.14-Customers post purchase response
120
100
80
60 Feel very satisfied Satisfied 40 Not satisfied 20
0 No of Percentage respondents
Interpretation From above analysis, 60% of the customer given their feedback satisfied and remaining other feedback is showing feel very satisfied and not satisfied.
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TABLE 4.15 How is hypercity maintaining product Quality, Quantity compare to other retail stores?
SI.No Criteria No of respondents Percentage 1 Good 60 30% 2 Normal 90 45% 3 Not good 20 10% 4 Not satisfied 30 15% TOTAL 200 100
Analysis In the below graph showing30 % of the customer rating to good, 45% of the customer rating to normal, 10% of the customer rating not good, 15% of the customer rating to not satisfy in Hypercity.
GRAPH NO 4.15-Comparison of hypercity to other retail store
90 80 70 60 Good 50 40 Normal 30 Not good 20 Not satisfied 10 0 No of Percentage respondents
Interpretation From above analysis 45% of the customer given their feedback normal and remaining other feedback is showing good and not satisfied.
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TABLE 4.16 How frequently do you visit hypercity?
SI.No Criteria No of respondents Percentage
1 Once in a week 50 25%
2 Once in a 15 days 60 30%
3 Once in a month 60 30%
4 Once in 2-3 month 30 15%
TOTAL 200 100
Analysis In the below graph showing 25% of the customers visited in hypercityat once in a week, 30% of the customer visits in hypercity once in a 15 days, 30% of the customer visit in hypercity once in a month, 15% of the customers visit in hypercity once in 2-3 month, other situations.
GRAPH NO 4.16-Customer visit to hypercity
60
50
40 Once in a week Once in a 15 days 30 Once in a month 20 Once in 2-3 days
10
0 No of Percentage respondents
Interpretation From above analysis 30% of the customers visit in hypercity once in a 15 days and once in a month. Remaining feedback showing customers visit randomly and other situation
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TABLE 4.17which products do you purchase more often in hypercity?
SI.No Criteria No of respondents Percentage 1 Groceries 100 50% 2 Apparel 50 25% 3 Sports 20 10% 4 Furniture 10 5% 5 Toys 20 10% TOTAL 200 100 Analysis In the below graph showing 50% of the customers interested to purchase in the groceries, 25% of the customers interested to purchase the apparel, 10% of the customer are interested in purchase of sports, 5% of the customer interested in purchase of furniture, and 10% of the customer interested in purchase of toys.
GRAPH NO 4.17-Customer prefference
100
80
Groceries 60 Apparel 40 Sports Furniture 20 Toys 0 No of Percentage respondents
Interpretation From above analysis 50% of the customer given their feedback to purchase in groceries and remaining are interested in purchasing in apparel and toys, sports.
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TABLE 4.18 How is the customer services department in store, is the effective in providing service?
SI.No Criteria No of respondents Percentage 1 Fast services 70 35% 2 Slow services 60 30% 3 Not sufficient 50 25% services 4 Not good services 20 10% TOTAL 200 100 Analysis In the below graph showing 35% of the customers getting fast services, 30% of the customers I am getting slow services, 25% of the customer are getting not sufficient services, 10% of the customer not getting good services, inhypercity.
GRAPH NO 4.18-Customer response towards customer service department in store
70 60 50 40 Fast services 30 Slow services 20 Not sufficient services 10 Not good services 0 No of Percentage respondents
Interpretation From above analysis 35% of the customer getting fast services and remaining are getting slow services and not sufficient services.
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TABLE 4.19 Are you waiting for a long time at the billing section at hypercity?
SI.No Criteria No of respondents Percentage
1 Yes 50 25%
2 No 150 75%
TOTAL 200 100
Analysis In the below graph showing 25% of the customers are waiting in the billing section, 75% of the customer is not waiting in the billing section in the hypercity.
GRAPH NO 4.19-Customer response towards waiting period durig billing
150
100 Yes No 50
0 No of respondents Percentage
Interpretation From above analysis, 25% of the customer is waiting in the billing section and others customer feedback not waiting in the billing section.
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TABLE4.20 Showing cross table rate option purchase more offers.
Rate option * purchase more offer Count purchase more offer Total
Groceries Apparel Sports Furniture Toys
Excellent 39 0 0 0 0 39
Very good 61 10 0 0 0 71 Rate_option Good 0 40 9 0 0 49 Average 0 0 11 10 10 31
Poor 0 0 0 0 10 10 Total 100 50 20 10 20 200
Analysis
In the above table it incates the cross table of rating from excellent to poor with respect to products of 200 respondents, as the groceries has been rated excellent with 39 respondents, 61 respondents rated for groceries and 10 respondents on apparel as very good, 40 respondents on apparel and 9 on sports as rated good, sports has been rated with 11 and funiture and toys were average reaming poor were given on toys as 10. From the view point on customers the groceries has the higest rate on offers.
Hypothsis
Information on rate options is not based on purchase offers given to the customer.
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Chi-Square Tests Value df Asymp. Sig. (2- sided) Pearson Chi-Square 371.400a 16 .000
Likelihood Ratio 348.870 16 .000 Linear-by-Linear Association 158.276 1 .000
N of Valid Cases 200 a. 14 cells (56.0%) have expected count less than 5. The minimum expected count is .50.
Interpretation
From the above table and graph it is observed that the chi-square value (0.000) is less than 0.005 is rejected. Hence the information on discount on rate options is not based on purchase offers given
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CHAPTER 5
FINDINGS:
Following are some of the things which I don’t know before joining Hypercity but now after working in the store I came to know:- I have learned how to present our self in front of customer. I have also learned the procedures for opening and closing the stores which was a rare experience. I am able to handle customer’s complaints and service. It helped me in improving my communication skill. I have also learned tie-up in the society for the hypercity products are sold to the society to satisfy the customer for purchasing. I am able to understand consumer buying behaviour and their way of thinking. I have learned benchmarking for other competitor's price comparing to our hypercity product to sustain our customer to give a better price for the customer to satisfy the customer. I have learned how to implement my ideas in the store so that it can help me in the improvement of the store. I have experienced various types of people with different behaviours, which is beneficial for me in many ways. Knowing the customers so closely helped me in learning about the customerbehaviour and implementing the strategies thereof.
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SUGGSESTIONS: Billing time of the Hypercity is very slow; it gave irritation to the customer at the time of billing. Offer on different products are not updated in billing system that takes more time for billing. Some new staff don’t have much knowledge about the products where there are exits in store. The product range of Hypercity should improve In order to improve its business, Hypercity should introduce more competitive promotional schemes For promotional offers, company should go for free gifts rather than going for other ways. More number of customer not aware of Gift voucher and Design and Build at the Hypercity it is necessary to conduct some promotional activity on the same.
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CONCLUSION Hypercityis one of the biggest hypermarketstores in the country. It is a part of one of the biggest conglomerates in the k Raheja. It has a huge showroom which is located at kundalahalliin Bangalore. But Hypercity suffering with dissatisfaction of a customer because of its average Service and Delivery Through my Project and job responsibilities I handled in the organization I concluded that the store should concentrate more on the Gift products section .As it is a hypermarketin nature and has a short shelf life , it requires more concentration . The store should take care of indent because the proper indent can solve half of the problem and the rest can be handled by following various practices like reducing wastage by the means of proper handling of goods. And last but not the least by increasing the sales not only of Gift products But also for other products which is only possible by retaining our customers by the way of providing them food and hygienic products and satisfactory services. This is totally based on my own perception that I have provided, by the organization and market conditions
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BIBLIOGRAPHY
Source of data 1. Retail Management. By S G Sharma 2. Marketing Management. By Philip Kotler 12th edition 3. Consumer behavior . Pearson. In customer satisfaction page no 12 Tenth edition
Websites: www.hypercity.com www.google.com www.k raheja retail. in
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Annexure STUDY ON CUSTOMER SATISFACTION ON HYPERCITY Dear Sir/Madam I am D.BONZE a final year MBA student of New Horizon College Of Engineering, Bangalore affiliated to Visvesvaraya Technological University (VTU) bearing USN 1NH13MBA19. I have been doing summer project work of the 10 week periodin Hypercity. For partial fulfilment of MBA degree. A market survey is also a part of project work, so I need your valuable feedback. I request you to give following candid information. Thank You
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QUESTIONNAIRE Customer Profile: Date: 1) Name: 5) Income 2) Age: a. 10k – 20K b.20k – 30k c.30k – 50k d. 50K 3) Occupation: 6) a. Single: 4) Contact no: b. Married:
Customer satisfaction: 1. How do you come to know about HYPERCITY? 1. Byfriends 2. By TV Media 3. By News paper 4. By Radio (FM) 5. Any other______
2. Physical environment of HYPERCITY is being hygienic? 1. Excellent 2. Very good 3.Good 4. Average 5. Poor
3. Kindly rate the assistance from HYPERCITY staff? 1. Excellent 2. Very good 3.Good 4. Average 5. Poor
4. Kindly rate us on options available in each product? 1. Excellent 2. Very good 3. Good 4. Average 5. Poor
5. Your average budget for purchasing the product? 1. Up to 1000 2. 1000 – 2000 3. 2000 – 3000 4. Above 4000
6. When do you plan to purchase the grocery, products? 1. Specialoffers 2. Weekends 3. During the sale 4.Randomly 5. Any other
7.Whether you like the weekend offers in HYPERCITY? 1. Yes 2. No
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8. An weekly offers is providing by HYPERCITY is benefits for you? 1. Yes 2. No
9. Other retail store offers are better than HYPERCITY offers? 1. Yes 2. No
10. Are you finding any difficulty in services in the HYPERCITY? 1. Yes 2. No
11. How do you rate the HYPERCITY services? 1. Yes 2. No
12. How much do you purchase [ in rupees] for each visit? 1. 200 2. 200-500 3.500-1000 4. 1000
13. Do you prefer food court and gaming section at HYPERCITY? 1 Yes 2. No
14. How do you feel satisfied after shopping at HYPERCITY? 1. Feel very satisfied 2. Satisfied 3. Not satisfied
15. How is HYPERCITY maintain product QUALITY, QUANTITY compare to other retail stores? 1. Good 2. Normal 3. Not good 4. Not satisfied
16. How frequently do you visit HYPERCITY? 1. Once in a week 2. Once in a 15days 3.Once in a month 4. Once in 2-3 months
17. Which products do you purchase more often in HYPERCITY? 1. Groceries 2. Apparel 3.Sports 4.Furniture 5.Toys
18. How is the customer services department in store is effective in providing service? 1. Fast services 2. Slow services 3. Not sufficient services 4. Not good services
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19. Are you waiting for a long time at the billing section at HYPERCITY? 1. Yes 2. No
20. Give your suggestions to improve the store more attractive and more preferable? ______
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