Brand awareness of HYPER CITY

PROJECT REPORT

ON

“A STUDY ON BRANDS AWARENESS OF HYPERCITY RETAIL INDIA LTD, AT

BANGALORE”

A Project report submitted to the VISVESVARAYA TECHNOLOGICAL UNIVERSITY,

BELGAM. In partial fulfilment of the requirements for the award of the degree of MASTER

OF BUSINESSADMINISTRATION.

Submitted by

SANGEETHA. T

( UNS: 1NZ13MBA27)

Under the guidance of

INTERNAL GUIDE EXTERNAL GUIDE

Ms SEROSHI GUPTAMr ANUJ SINGH

Asst. ProfessorMarketing Manger

New Horizon College of EngineeringHyperCity India Ltd

Bangalore. Bangalore.

DEPARTMENT OF MANAGEMENT STUDIES

NEW HORIZON COLLEGE OF ENGINEERING

OUTER RING ROAD, MARATHALLI,

BANGALORE -560103

APRIL – 2015

ACKNOWLEDGMENT

I have immense pleasure in expressing my deep sense of gratitude to Ms SEROSHI

GUPTA, internal guide for her valuable guidance.Time.Co-operation and support without

which this project work would not have been completed.

I express my heartfelt thanks to Mr ANUJ SINGH, MARKETING MANAGER, of

HyperCity for granting permission to do the project report and for the their constant guidance

during my project work.

I would like to thank with immense gratitude MR MANJUNATH A, Principal of NEW

HORIZON COLLEGE OF ENGINEERING and Dr SHEELAN MISHRA, HOD –

Department of MBA for permitting me to undertake this project.

Last but not the least, I would like to thank my faculty members and friends for their

wholehearted support for the completion of this project report.

DATE: SANGEETHA.T

1NZ13MBA27

Table of Content

CHAPTER

NO

CONTENTS

PAGE

NO

EXECUTIVE SUMMARY

1 INTRODUCTION

1) Introduction about the internship

2) Topic chosen for the study

3) Need for the study

4) Objectives of the study

5) Scope of the study

6) Methodology adopted

7) Literature review

8) Limitation of the study

1-7

2 INDUSTRY PROFILE

COMPANY PROFILE

1) Promoters, vision, mission and quality policy

2) Products /services profile

3) Area of operation – Global / National /Regional

4) Infrastructural facilities

5) Competitors information

6) SWOT analysis

7) Achievements and Awards

8) Work flow model

9) Future growth and prospects

10) Financial Statement

8-35

3 THEORITICAL BACKGROUND OF THE STUDY 36-40

4 ANALYSIS AND INTERPRETATION OF THE DATA

41-57

5 SUMMARY OF FINDINGS, CONCLUSION,

SUGGESTION/ RECOMMENDATION

58 – 60

BIBLIOGRAPHY

ANNEXURE

List of Tables

Table

No.

Table Title Page

No.

1. Table showing Gender

41

2. Table showing Age Group 42

3. Table showing Profession 43

4. Table showing Income/monthly 44

5. Table showing Area of residency 45

6. Table showing Newspaper subscription 46

7. Table showing Top of mind recall of hypermarkets 47

8. Table showing Influences in making purchase decision 48

9. Table showing Refer to friends & family before trying a new

brand

49

10. Table showing Frequency of shopping 50

11. Table showing Customer satisfaction rating of the store 51-53

12. Table showing Top of mind recall of competitor attributes 54

13. Table showing Build a good brand image 55

14. Table showing Level of satisfaction regarding the purchase of the

products

56

List of Graphs

Table

No.

Graph Title Page

No.

1. Graph showing Gender 41

2. Graph showing Age Group 42

3. Graph showing Profession 43

4. Graph showing Income/monthly 44

5. Graph showing Area of residency 45

6. Graph showing Newspaper subscription 46

7. Graph showing Top of mind recall of hypermarkets 47

8. Graph showing Influences in making purchase decision 48

9. Graph showing Refer to friends & family before trying a new

brand

49

10. Graph showing Frequency of shopping 50

11. Graph showing Customer satisfaction rating of the store 51-53

12. Graph showing Top of mind recall of competitor attributes 54

13. Graph showing Build a good brand image 55

14. Graph showing Level of satisfaction regarding the purchase of

the products

56

EXECUTIVE SUMMARY

The project “A Study on BRAND AWARENESS of HyperCity Retail India Ltd”, at

Bangalore, is all about acquiring Top of mind recall by increasing Awareness through

various methods.Once the brand established in the mind of the consumer it occupies a unique

position and special meaning and value is generated.

Brand awareness is the consumer's conscious or unconscious decision, expressed through

intention or behaviour, to repurchase a brand continually. It occurs because the consumer

perceives that the brand offers the right product features, image, or level of quality at the right

price. Consumer behaviour is habitual because habits are safe and familiar. In order to create

brand loyalty, advertisers must break consumer habits, help them acquire new habits, and

reinforce those habits by reminding consumers of the value of their purchase and encourage

them to continue purchasing those products in the future.

Brand awareness has key role in determining the behaviour of a buyer and it has the final

decision. Until a buyer has clear cut of view about the product he never dares to purchase,

whereas awareness about a particular brand make him to take quick decision and go forward.

It has scope to improve in sales and increase the market share, for this what customer feel,

think and expect from the brand should be exactly known.

Customer satisfaction data are received through a variety of methods and found basic

elements which keeps customers satisfied are Quality product, efficient delivery, Fair price

and Effective after sale service.

All the data collected, primary data were filtered and analysed represented in the form of

graphs and charts. Secondary data were also used in report such as company profile, product

profile, etc., on the basis of analysis of data, the conclusion was drawn. The survey gave

knowledge about the customer‟s satisfaction, loyalty and they feel about the brand.

On the basis of findings and conclusion, a suggestion was given.

Finally I have concluded my project by recommending HyperCity Retail to consider on the

miner problem relating to sales procedure in order to become more customer friendly.

Brand awareness of HYPER CITY

NEW HORIZON COLLEGE OF ENGINEERING Page 1

CHAPTER - 1

INTRODUCTION

1.1 INTRODUCTION ABOUT THE INTERNSHIP

Internship (project work) is an integral part of the academic curriculum of

VISWSVARAYA TECHONOLOGICAL UNIVERSITY (VTU) MBA. It is an initiative

to bridge the gap between knowledge and its application through a series of interventions

that will enable us to gain insights and exposure to the industry. 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.

This study is undertaken to understand hypermarket in retail stores in Bangalore limited. An

internship is a work related learning experience of individuals who wish to develop hands on

work experience in a certain occupational field. Most internships are 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, leadership,

commitment, problem solving, decision making, good communication, research and

evaluation skills etc.

The thinking and the imagination remain only to the extent of what is said in the class room.

It becomes very important that every student is given the opportunity totally their thinking an

imagination tox the real situations and then make question for themselves whether it is the

same.In 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.



1.2 TOPIC CHOSEN FOR THE STUDY

A good way to study the brand awareness refers to the extent to which customers expectation with

the products and services provided by a business. Brand Awareness levels can be measured using

survey techniques and questionnaires.

To succeed in branding you must understand the needs and wants of your customers and prospects.

You do this by integrating your brand strategies through your company at every point of public

contact.

Brand Awareness is a customer‟s ability to recall and recognize the brand, the logo and the

advertisement. It helps the customer to understand which product or service category the particular

brand belongs and what products and service.

The likelihood that consumers recognize the existence and availability of a company's product or

service. Creating brand awareness is one of the key steps in promoting a product.

Brand awareness is an important way of promoting commodity-related products. This is because for

these products, there are very few factors that differentiate one product from its competitors.

Therefore, the product that maintains the highest brand awareness compared to its competitors will

usually get the most sales.

1.3 NEED FOR THE STUDY

In today's most competitive atmosphere, it is critical for retailers to maintain and build on

their brand awareness, as well as reinforce the value proposition of their market.

1.4 OBJECTIVES OF THE STUDY

To know the customer awareness of Hyper City and its products

To study the determinants of purchase decision making.

To measure the customer satisfaction level at Hyper City

To measure the expectations of customers about Hyper City

To know the quality of service and the feedback from the customer



1.5 SCOPE OF THE STUDY

Identifies crucial company, information about “HyperCity retail [INDIA] PVT.LTD.”Along

with major products and services for business intelligence requirements. And offers in

Monday Mandy bulk products, buyers and Wednesdays win win.

1.6 METHOLOGY ADOPTED

The research technique that was used was quantitative research technique. It has

roots in both the positivist view of the world, and the modern marketing viewpoint that

marketing is an interactive process in which both the buyer and seller reach a satisfying

agreement on the “four P's” of marketing: Product, Price, Place (location) and Promotion. As

a social research method, it typically involves the construction of questionnaires and scales.

People who respond (the respondents) are asked to complete the survey. Marketers use the

information so obtained to understand the needs of individuals in the marketplace, and to

create strategies and marketing plans.

The Research methodology is a way to systematically solve the research problem. It may be

understood as a science of studying how the research is done scientifically. It is necessary for

the researcher to know not only the research methods/techniques but also the methodology

1.6.1Research method

Broadly speaking, we can classify the Research Designs into 3 types

Exploratory Research Design:

This is generally used to clarify thoughts and opinions about the research problems or the

respondent population, or to provide insights on how to do more conclusive (casual) research.

Exploratory research studies are also known as Formulative Research Studies.

Descriptive Research Design:



Descriptive research studies are those studies which are concerned with describing the

characteristics of a particular individual, or of a group, whereas diagnostic research studies

determine the frequency with which something occur or its association with something else.

Casual Research Design:

Casual Research design is also known as Hypothesis testing, research studies, (generally

known as experimental studies) are those where the researcher tests the hypotheses of a

causal relationship between variables. Such studies require procedures that will not only

reduce bias and increase reliability, but will permit drawing inferences about causality.

Usually experiments meet this requirement. Hence, when we talk about research design in

such studies, we often mean the design of experiments.

Research Design Opted

In this research process the design opted for research is the Descriptive Research Design.

1.6.2 Sampling Method:

Sampling Units: Whitefield, ITPL, Kundanahalli, BEML Layout, Thubrahalli, Marathalli

Sampling size: 150

The sampling procedure adopted in this study is non-probability convenience

sampling; the chance of any particular unit in the population being selected is unknown. The

sample units chosen are primarily on the basis of convenience.

Here convenient sampling will be used to pick the sample units and respondents therein.

Thus, altogether the study proposes to have five sample unit and 150 respondents.

Statistical Techniques:

Simple statistical techniques such as drawing of percentage, calculating the

mean score.Tables for analysing and graphs for pictorial understating were used in the

study.

1.6.3 Source Of Data:



In a broader sense, we can say that the two types of data are available to the researcher.

They are as follows:

1. Primary data: A structured questionnaire was prepared for the collection of primary data.

2. Secondary data: Secondary data are collected from internet, journals and materials

provided by the company.

Processing Of The Collected Data:

(1) A number of tables are prepared to bring out the main characteristics of the data.

(2) Inferences are drawn from the data analysed.

Research Instrument:

To elicit the primary data of the proposed study, questionnaires with structured questions for

the respondents shall be considered.

Plan Of Analysis:

The collected data will be analysed with the help of statistical tools and

techniques.Parametric techniques such as averages will be used. Wherever possible to make

the presentation effective, tables, charts and diagrams will be used.

1.6.4 Tools Used For Data Collection:

The tools used for primary data collection was a structured questionnaire that includes both

open ended and close ended questions. Secondary data was collected from the certain

websites, books and major chunk of information was collected by visiting College, and

competitive stores. The collected data was organized, processed and tabulated in separate

tables under the specific heading. The data were processed using the percentage method.

REVIEW OF LITRATURE

Brand awareness is related to the functions of brand identities in consumers‟ memory and can

be reflected by how well the consumers can identify the brand under various conditions.



Brand awareness, together with other behavioural indicators (sympathy, trust, image,

satisfaction or loyalty), is one of the main factors that has an essential contribution to the

outline of brand equity in general and to that of retail brand, in particular. The perception

upon these indicators must be taken into consideration by product, service or retail companies

in order to be able to identify their position on target markets, and in order to be able to create

an adequate strategy that would help them reach the desired positioning. The aim of this

paper is, on one hand, to reveal both the dimensions of brand awareness, and the relationship

between these and consumers' brand perception and, on the other hand, to offer a suitable

instrument to measure the awareness level of various retail chains(Kekker 1993)

A model is described that helps guide advertising strategy, based upon careful attention to

brand awareness and brand attitude. In this model, an important distinction is drawn between

recognition brand awareness and recall brand awareness. Brand attitude.(Rossiter 1992)

This observation study explored relations between consumers' awareness of brands, attitudes

related to brand equity.(Ualla Hakala 2012)

Brand awareness is related to the functions of brand identities in consumers‟ memory and can

be reflected by how well the consumers can identify the brand under various

conditions.(Keller 1993)

LIMITATION OF THE STUDY

The market is huge and wide.. May be given a more detailed analysis and some may not get

the much. And the most of all samples are taken from Marathahalli, ITPL only and that is

considering recommendations will be made thinking of the whole market as such.The Project

study had to face certain problems when carrying out the Project work. Some of the

limitations are as follows:

Only generalized pattern ca0n be arrived from the survey that will be conducted later.

So no accurate analysis is possible.

During the project some of the respondents may fill the questionnaire without reading

the questions properly and sometimes just for the sake of filling it. So the information

may not be 100percent accurate

The results could be biased as judgment sampling is used.

The study is limited to the city of Bangalore.



The customers in many cases reluctant to answer many questions.

The respondents may be biased on influenced by some other factors

Only literates participated, it took us a lot of time in collecting information.

The more information which we get from the customers is not sufficient to arrive at a

conclusion.

The seasonal changes affect the sale.

CHAPTER - 2

2.1 INDUTRY PROFILE

The Indian retail industry is the fifth largest in the world. Comprising of organized and

unorganized sectors, India retail industry is one of the fastest growing industries in India,

especially over the last few years. Though initially, the retail industry in India was mostly

unorganized, however, with the change of tastes and preferences of the consumers, the

industry is getting more popular these days and getting organized as well. With growing

market demand, the industry is expected to grow at a pace of 25-30percent annually. The

India retail industry is expected to grow from Rs. 35,000 crore in 2004-05 to Rs. 109,000

crore by the year 2010.

INDIAN RETAIL

Size of the industry By 2010 the organised Retail Sector in India



is expected to triple its size. The food and

grocery retail sector is expected to multiply

five times in the same time frame. The

market size of Indian retail industry is about

US $312 billion

Geographical distribution

In all the major Cities of the country

Output Per annum

With growing market demand, the industry is

expected to grow at a pace of 25-30%

annually

Percentage in the world market Today India is the fifth largest in the world in

terms of the Retail Industry

Market capitalization In 2010 the retail trade accounts for 12 % of

the country's GDP. The present value of the

Indian retail market is estimated to be around

Rs. 12, 00,000 crore ($270 billion) and the

annual growth rate is 5.7%.

HISTROY

The origins of retail business in India can be traced to the emergence of Kirana stores and

mom-and-pop stores. These stores used to cater to the local people. Gradually the

government started supporting the rural retail and many indigenous franchise stores came up

with the help of Khadi& Village Industries Commission. The economy began to open up in

the 1980's resulting in the change of retailing. The first few companies to come up with retail

chains were in textile sector, for example, Bombay Dyeing, S Kumar's, Raymonds, etc. Later

Titan launched retail showrooms in the organized retail sector. With the passage of time new

entrants moved on from manufacturing to pure retailing.



INDYSTRY STRUTURE

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.

Today India is the fifth largest in the world in terms of the Retail Industry. Comprising of

organized and unorganized sectors, Indian retail industry is one of the fastest growing

industries, especially over the last few years. Though initially, the retail industry in India was

mostly unorganized, with the change of tastes and preferences of the consumers, the industry

is getting more popular these days and getting organized as well. With growing market

demand, the industry is expected to grow at a pace of 25-30% annually. The India retail

industry is expected to grow from Rs. 35,000 crore in 2004-05 to Rs. 109,000 crore shortly.

GROWTH OF THE INDUTRY

Indian Retail Industry is the most promising emerging market for investment According to

the 8th Annual Global Retail Development Index (GRDI) of AT Kearney, the retail trade in

India had a share of 8-10% in the GDP (Gross Domestic Product) of the country in the year

2007. In 2009, it rose to 12% in the year 2008 and expected to reach 22% in the next few

years

RETAILERS ASSOCIATION OF INDIA (RAI)

Retail Classification

Organized Sector Unorganized Sector



Retailers Association of India (RAI) is serving as the unified voice of Indian retailers. RAI is

a not for profit organization, which works with all the stakeholders in creating the right

environment for the growth of the modern retail industry in India. RAI is the body that has

been encouraging and developing the facilities and supports retailers to become modern and

adopt best practices that will delight customers. RAI has a three charter aim for Retail

Development, Facilitation and Propagation.

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 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 a 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, hypermarkets, 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 located. But precise location no longer matters and geo - demographics are increasingly

becoming irrelevant. The leading multiple chain retailers, superstores and malls create their

own centre 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.

GLOBAL TOP TEN RETAILERS

WORD WILD TOP TEN RETAILERS

RANK COMPANY COUNTRY

1 Wal Mart United States

2 Tesco United Kingdom

3 Costco United States

4 Carrefour France

5 Kroger United States

6 Lidl Germany

7 Metro AG Germany

8 The Home Depot United States

9 Aldi Germany

10 Target Corporation United States



Major Retail 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 and

Hypermarket.

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 have a strong emphasis on general merchandise, apparels and CDIT.

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‟ vis-à-vis

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 on educational

products and services.

It has a total of 1,466 stores in India with an area of approx. 9 million square feet.

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.

Spencer‟s Retail Ltd

Spencer's Retail is a chain of retail stores based in Kolkata, West Bengal. Spencer's is based

on the 'Food First' Format (it mainly offers fresh and packaged food)., Many outlets, though

sport multiple formats for retailing food, apparel, fashion, electronics, lifestyle products,

music and books. It is owned by the RPG Group, a major business house.



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 customer 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

• 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 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. A 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 labour,

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 was 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

efficiencies. 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 of the company. This 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 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



2.2 COMPANY PROFILE

BACKGROUND AND INCEPTION

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,

InOrbit Mall and Crossword apart from their successes in realty and hospitality.

SHOPPERS STOP

Shoppers Stop is an Indian retailing company promoted by the K. Raheja Corp Group started

in the year 1991 with its first store in Andheri, Mumbai, Shoppers Stop was accredited the

prestigious titles of 'Most Trusted Retailer - Popular choice award' and „Best Customer

Loyalty Initiative of the Year award‟ at the ET Retail Awards ceremony. It won the „Best

Loyalty Program Award‟ at the Loyalty Summit 2014. It also won the „Best Green Energy

Efficiency Initiative Award‟ at the Global Green Leadership Awards - 2014, conducted by

World CSR Congress. The VM&RD awards awarded the company with the „Best

Department store - Thane Viviana Mall‟, „Merit award - Best Visual Merchandising

across India‟. „Merit award - Best Window Display across India‟ awards.“The Emerging

Market Retailers of the year” Awarded by Word Retail Congress on April 10 2008.

Shoppers stop is listed on the BSE (Bombay Stock Exchange) as of 2013, it has a 74 store in

india.

CROSS WORD

Cross Word bookstores Ltd, is a chain of bookstores india based in Mumbai.The Crossword

has 109stores across 33cities in india. The Crossword is a wholly owned subsidiary of

Shoppers stop.

HOME STOP



Home Stop. It premium home furnitures, home concept stores, which aims to offer products

in home decors ,furniture & accessories based in Mumbai.Home Stop is part of the Shoppers

Stop Group and developed by K.Raheja.The range home furniture product that is available at

the store are home decors, furniture, bath accessories, bedroom furnishing, mattress,

draperies, carpets,modular kitchen and heathlyequiements.

INORBIT

Inorbit mall is a subsidiary of the K.Reheja corporation runs shopping malls in various part of

india.The inorbit mall opened in 2004, in Malad, Mumbai. Inorbit malls lunched their second

property in Mumbai at Vashi in October 2008, third in cyberabad in October 2009,forth in

banglore on 15 september 2012.

HyperCITY



Type : Hypermarket

Industry : Retailing

Founded : 2006

Headquaters : Mumbai,India

No of Location : 15(2015)

Area Served : India

Parent : K.Raheja Crop.Group

Website : hyercityindia.com

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

sqft.Today ,HyperCITY has 15 stores across Mumbai, Hyderabad, Bengaluru, Bhopal,

Ludhiana, Amritsar, Jaipur, Pune and Ahmedabad. 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 convenience of everything under one roof &

International shopping ambience that rivals the best in the world. More than 20 Lakh

Customers visit HyperCITY stores every month.

HyperCity provides a truly international shopping experience, where customers can shop

comfortably in a large, modern, and exciting environment. HyperCity offers a wide and

contemporary range of innovative products, sourced from both local and international

markets.

Background And Inception Of The Bangalore Company:

Hyper CITY, India‟s finest hypermarket chain which was launched its Bangalore store on

25th March at Embassy Paragon, ITPL Road, near Brooke Field.“The city of Bangalore has

the relevant characteristics of a rapidly emerging market: A cosmopolitan environment, a

broad base of customers with a high propensity to purchase and above all, fast growing



organized retail.Hyper CITY houses well-acclaimed international brands like Waitrose and

Raleigh. The store has developed a suite of exclusive brands across all categories via; Fresh

Basket in Food, Beano and Avro in Home-ware, Maxi in Sports, Techno in Appliances, City,

RiverInc in Fashion among others.

About Hyper City

• Largest Hypermarket format spanning 1,20,000sq feet area.

• Choicest products sourced from across 12 countries.

• Over 44,000 products to choose from.

• Spread over 16 departments.

• 2.5 lakh customers every month coming from Borivli to Bandra.

• 20percent of the loyal customers come from South Bombay.

• 1 Million customers in 90 days.

• Quality products at Competitive and Value for Money pricing.

• Fresh cut vegetables to Hi-Tech appliances under one roof at competitive prices.

• First to house select International wines, cigars and variety of cheese.

• Columbian Decaf and CTC Premium Tea under one roof.

Nature of the business carried

Re-tailing

Food

Fashion

Home Solutions

IT General

Leisure and Entertainment

Wellness and Beauty

Books and Music Store Locator

Café coffee.

Sangeetha mobile store.

KFC.

Kodak.

Drops.



Meet and fish.

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.

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 decision to satisfy our customers

we work hard, we play hard

Board of Directors

Chairman & Non- Executive Directors Mr Chandru L Rehaja

Vice Chairman & Non- Executive Directors Mr B. S Nagesh

Non- Executive Directors Mr Ravi L Rehaja, Mr Neel Rehaja,

Mr.GovindShrikanda

Independent & Non- Executive Directors Mr Deepak K Ghaisas, Prof.Nitin J Sanghavi



Management Team Members

Chief Executive Mr VipinBhandari

Chief of Retail Operators Simon Hooper

Sr. Vice Persident – Marketing & Vishal

Merchandising

Dharashana shah

Vice Persident– HR SrikanataSuri

Vice Persident – Finance & Accounts Vijay Jain

Sr. Vice Persident – Informtion Technology

&Logisties

YakeenGozi

Senior Vice Persident – Buying &

Merchandising, Food Business

AshikHamind

Sr.VicePersident - Buying & Merchandising,

Apparel, Home & General Merchandising

JayakarShettigar

Store locations of Hyper City

1. Malad

2. Vashi

3. Jaipur

4. Cyberbad

5. Thane(viviana mall)

6. Thane(big mall)

7. Amritsar

8. Bangalore (Kundalahalli )

9. Bangalore (Royal meenskshi mall)

10. Bangalore (Inorbit mall)



11. Bhopal

12. Pune

13. Ahmedabad

14. Hyderabad (manjeera mall)

15. Vadodara

2.3 Products/service profile

a) Food

FMCG

o Food

o Nonfood

Perishables

o Fruits

o Vegetables

o Fresh Cut

Staples

b) General Merchandise

Sports

Toys

Stationary

Home Appliances

Home Entertainment

Hi-Tech

Linen and Luggage

Home Need / Care / Décor

Jewellery and Watches

Apparel and Footwear

Private Brands



Fresh Basket

HyperCITY Every Day

Terzo

Ebamo

Technix

Maxit

2.4 Infrastructral facility:

The mall was a result of K.Raheja group desire to set up a truly international shopping

experience with world class ambience, which represents the spirit of modern affluent society.

With 'discovering more everytime ' as its theme and tagline, hypercity provides large

spacious exciting modern environment to shop and also can eat, relax and enjoy themselves

as well. Spread over 120,000sq ft.

This TWO-floor mall holds 44000 products over 16departmentsfor men, women,

youngsters and children,sourced from both local and international markets along with playing

host to beauty parlours, food joints and recreation facilities. It sells almost everything from

basics to the extravagant, from apparel to white goods, from home furnishing to groceries.

It houses a activity podium, dedicated for product launches, events, displays, shows and

exhibitions. The mall also has a separate section providing a variety of services such as

activites,games,demos.

Besides it also has some innovative features like centralized billing , free gift counter,

customer service help desk, free gift wrapping counter,back office and modern training room

with ac and lcd projector for employees.

Floor wise facilities at HypercityBangalore :

Basement: Warehouse, Parking, Facilities.

Ground Floor: food sectionl,non food, home care, Beauty Central, Customer



Service Desk (CSD),drops, trust drug pharamacy, daily

diamonds, Kodak express,fabricspa,kwalitywalls,café coffee

day and booster juice,canteen and Dining facility for employees,

Wash rooms, Rest rooms for employees and lockers for

employees.

First Floor: crossword, sports,multimedia, fashion ,apparel,furniture and modular

kitchens, back office,training room..

Achievement / Award

International Award

Hyper City, Mumbai won The Award of Merit for Large Format Specialty Store at the United

States International Design Awards in New York on 15th January, 2007. This is the first time

that an Indian Company has received an award like this. This was the 36th awards function

for the Institute of Store Planners/VM+SD International Store Design, New York.

Hyper City was voted as India's top retail store by „Retail Week‟, a leading

U.K. magazine revered by retailers worldwide. It was voted as the „100 Shops You Must

Visit‟, across the world and was featured amongst internationally renowned stores such as

Bloomingdales New York, Selfridges U.K, Louis Vuitton Paris and Carrefour Shanghai.

The special report carried weight age for innovation and creativity in retail, as

well as recognizing retail excellence. The report was based on a survey carried out by „Retail

Week‟ amongst key players in the retail industry consisting of businessmen, analysts, retail

consultants, editors and top shoppers around the globe.

Domestic Award

Awarded the “Most Admired Food & Grocery Retailer of the Year - Private Label

Development”



Coca Cola Golden Spoon Awards 2009 - Images award for excellence in food

retailing awarded Gourmetcity as "Most Admired Food Retailer of the Year" and

"Innovative Retail Concept".Star Retailer Awards awarded Gourmetcity "Debutant

Retailer of the Year 2008".

The Bold 100 - IDG India CIO magazine has recognized Shoppers Stop and

HyperCITY as a recipient of 2008 CIO 100 Award. The annual award program

recognizes those executives and organizations those are playing not just to survive,

but to win and embrace great risk for the sake of great reward.

Most Admired Retailer of the Year for Retail Design and Visual Merchandising -

Images India Retail Forum, 2007.

Star Retailer - Value Retailer of the Year 2007.

Asia Retail Congress - Reid and Taylor Retailer of The Year (Hypermarket).

2.5 Compititors Information

More

more.MEGASTORE -is a one-stop shopping destination for the entire family. Besides a

large range of products across fruits & vegetables, groceries, FMCG

products,more.MEGASTORE also has a strong emphasis on general merchandise, apparels

& CDIT.

Currently, sixteen hypermarkets operate under the brand more.MEGASTORE in Hyderabad:

Saroor Nagar, Kukatpally&Banjara Hills; in New Delhi :Rohini, Kirti Nagar & Orchid; in

Karnataka: Mahadevpura, Old Madras Road, Bull Temple, Marathalli, Yeshwantpur, Sahakar

Nagar & Mysore ; in Maharashtra: Thane; Gujarat: Vadodara and Madhya Pradesh: Indore.

Quality & Value through own labels:

Aditya Birla Retail Ltd provides customers a wide choice of products under its own labels.

The objective is to provide quality products at attractive price points to customers. Since

quality of the products is of prime importance, stringent quality norms have been set and are

followed. All manufacturing partners are the best in their class.

Own label Food Brands

more QUALITY 1st., Feasters, Kitchen's Promise, Selecta



Home & Personal care brands

more QUALITY 1st., 110%, Prathana

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 implements 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 on educational

products and services.

The company already has 1691 Reliance Fresh outlets across the country.These stores sell

fresh fruits and vegetables, staples, groceries, fresh juice, bars and dairy products.

Reliance Industries Limited to revolutionize the entire retail business in India. They have

established a countrywide network of retail outlets in mixed formats to give a world class

shopping experience to the Indian consumers. Reliance Retail India has constructed a

seamless supply chain that has infrastructure to host multiple value-added services targeted

primarily at the common man.The Reliance retail business includes a pan-India supply chain

of supermarkets, hypermarkets, discount stores, departmental stores, convenience and

specialty stores and outlets in over 800 cities including metros and major cities like

Bangalore, Pune, Chennai and second tier towns and cities like Bhubaneshwar, and many

more.

Star Bazaar

STAR Bazaar, a TATA & TESCO ENTERPRISE, is a multi-format hypermarket chain

present in Mumbai, Pune, Kolhapur, Aurangabad and Bengaluru. We are also present in

express format known as Star Daily in Pune.

Each of our 11 hypermarket stores are spread over a large area ( 40000 – 80000 sq. ft.) and

offer the entire spectrum of product categories, ranging from fresh food, grocery, apparel,

general merchandise and consumer durables. We provide a range of more than 30,000 items

at great prices, showcased in a modern shopping environment and backed by the strong

values of the Tata Group. We also offer a wide range of services and facilities to our



customers such as express counters, free wheat grinding, live bakery, free home delivery

within a specified radius and for a minimum value, modern shopping environment, serviced

by friendly staff and shopper friendly return policies, trial rooms and alteration facilities.

Star Bazaar is a unit of Trent Hypermarket Ltd which is part of the Trent Limited, a Tata

Group Company in retailing, is a Rs. 1,845 Crore enterprise with 100 stores in 38 cities

across the formats like Westside, Star Bazaar and Landmark.

We look forward to having you over at our stores to experience first-hand our promise and

commitment to be the best for our customers at all times.

D – Mart

Avenue Supermarts Ltd (ASL) owns and operates hypermarkets and supermarkets by the

store name D-Mart.

D-Mart seeks to be a one-stop shopping destination for the entire family, meeting all their

daily household needs. A wide selection of home utility products is offered, including foods,

toiletries, beauty products, garments, kitchenware, bed and bath linen, home appliances and

much more.

Since D-Mart first opened its doors in the Mumbai region in 2000, it has grown into a trusted

and well-established shopping destination in Maharashtra, Gujarat, Andhra Pradesh, Madhya

Pradesh, Karnataka, Telangana and Chhattisgarh D-Mart is now looking forward to growing

its stores across India.



2.6 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. Expansion to other cities

2. Development of its own in-store brand

3. Massive advertising and brand promotion

4. Putting sound customer loyalty programmes 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

2.7 FUTURE GROWTH and PROSPECTS

Upgrading Point of Sale systems to sustain our long term growth agenda

Introduce new customer facing technologies that will enhance customer experience

within the store and drive additional revenue by way of incremental wallet share of

the customer

We will also take initiatives that help us drive customer loyalty by using analytics to

better understand the customer profile and buying behavior



To achieve target of 700 cr from previously achived 300 crs from hypercity retail

chains of shoper‟s stop company ltd.

CHAPTER - 3

3.1 THEORTICAL BACKGOUND

BRAND AWARENESS

Brand

A brand is the company's name, logo, symbols and slogans. Having a unique and memorable

brand helps you build brand awareness and create a long-term position in the marketplace.

Brand awareness is a measure of how well your brand is known within its target markets.

To succeed in branding is a understand the needs and wants of customers and prospects. You

do this by integrating your brand strategies through your company at every point of public

contact.

Brand Awareness

Brand Awareness is a customer‟s ability to recall and recognize the brand, the logo and the

advertisement. It helps the customer to understand which product or service category the

particular brand belongs and what products and service.

The likelihood that consumers recognize the existence and availability of a company's

product or service. Creating brand awareness is one of the key steps in promoting a product.

Brand awareness is an important way of promoting commodity-related products. This is

because for these products, there are very few factors that differentiate one product from its

competitors. Therefore, the product that maintains the highest brand awareness compared to

its competitors will usually get the most sales.



Brand awareness is the probability that consumers are familiar about the life and availability

of the product. It is the degree to which consumers precisely associate the brand with the

specific product. It is measured as the ratio of niche market that has former knowledge of the

brand. Brand awareness includes both brand recognition as well as brand recall.

Brand recognition is the ability of consumers to recognize prior knowledge of the brand

when they are asked questions about that brand or when they are shown that specific brand,

i.e., the consumers can clearly differentiate the brand as having been earlier noticed or heard.

Brand recall is the potential of customer to recover a brand from his memory when given

the product class/category, needs satisfied by that category or buying scenario as a signal. In

other words, it refers that consumers should correctly recover brand from the memory when

given a clue or he can recall the specific brand when the product category is mentioned. It is

generally easier to recognize a brand rather than recall it from the memory.

There are two types of brand awareness:

1. Aided awareness- This means that on mentioning the product category, the

customers recognize your brand from the lists of brands shown.

2. Top of mind awareness (Immediate brand recall) - This means that on mentioning

the product category, the first brand that customer recalls from his mind is your brand.

The relative importance of brand recall and recognition will rely on the degree to which

consumers make product-related decisions with the brand present or not. For instance - In a

store, brand recognition is more crucial as the brand will be physically present. In a scenario

where brands are not physically present, brand recall is more significant (as in case of

services and online brands).

Building brand awareness is essential for building brand equity. It includes use of

various renowned channels of promotion such as advertising, word of mouth publicity, social

media like blogs, sponsorships, launching events, etc. To create brand awareness, it is

important to create a reliable brand image, slogans and taglines. The brand message to be

communicated should also be consistent. Strong brand awareness leads to high sales and high

market share. Brand awareness can be regarded as a means through which consumers become

acquainted and familiar with a brand and recognize that brand.

The Importance of Brand Awareness

First Step

Creating brand awareness is usually the first step in building advertising objectives. Before

you can create a favourable impression or motivate customers to buy, they have to become

aware of your brand and its meaning. Marketing messages delivered through various media

are often used to communicate the brand name and important messages tied to its products.



Making people aware that you exist helps drive traffic to your business and create a buzz in

the market.

Top of Mind

The highest level of brand awareness is top of mind awareness. This is when customers think

of you first when they need to make a purchase within your product category. You can build

top of mind awareness through repeated exposure and consistent delivery of a good product

or service over time. This is a huge advantage in the market when customers enter a buying

situation and your brand immediately comes to mind first.

Build Equity

Equity is the value of your brand beyond your physical assets like buildings and equipment.

To develop a strong brand equity you have to develop a high level of brand awareness. The

more people are aware of you and the stronger your reputation, the greater your profit

potential and overall brand value. Word of mouth in the market plays a strong role in helping

your brand grow its customer base and develop loyal relationships with top customers.

Digital Impact

The importance of brand awareness has become increasingly significant with the evolution of

the Internet and digital technology. The public is more equipped with mobile and social

media tools to communicate quickly about your brand -- good or bad. This means that

establishing a strong reputation for good products or services, integrity in your business

practices and community involvement are even more critical to long-term success.

Measurable goals for Brand Awareness

The term "brand awareness" refers to the percentage of customers in a market who can name

the brand, according to market research firm Dobney.com. Brand awareness is one of the

important measures of the effectiveness of a branding program; other measures include brand

image, brand equity and brand value. Aim to maximize brand awareness in your target

market since awareness provides the foundation for other marketing activities to increase

sales of your products or services.

Measurement

Researchers use two techniques to measure brand awareness: brand recall and brand

recognition, according to marketing professor Pierre Chandon of the European business

school INSEAD. In brand recall tests, researchers measure the ability of consumers to recall

brand names in a particular product category. In a brand recognition test, researchers provide

consumers with a list of brands and ask if they can remember seeing any of the brands before.

Brand Recall Goals

Aim to make your brand the first name that consumers mention during a recall test. This is

important because your brand must also be the first name that consumers recall when they are

making a purchasing decision online or in a store. Brands that achieve this position are



described as "front of mind" and have a strong competitive advantage. Success in a brand

recall test is a measure of the effectiveness of your marketing activities. If your brand

achieves a low position in a test, modify your marketing program to focus on activities such

as advertising to raise awareness.

Brand Recognition Goals

Brand recognition tests measure the effectiveness of different marketing decisions you have

made, such as choosing one logo design over another or using certain images in your

advertising. Researchers show an advertisement, a logo or a brand name and ask consumers if

they recognize it or have seen it before. For example, consumers may report that they

recognize a brand as one that they saw in an advertisement or a store display. The goal for

this test is to achieve high levels of recognition. The results of the test can help you to refine

the content or design of your marketing communications so that you improve recognition

levels and improve the return on your marketing expenditure.

Social Media Goals

Tracking your brand‟s following in social media is another useful measure of brand

awareness. By measuring the number of your brand‟s followers on media such as Twitter or

Facebook, you can monitor the growth or decline in levels of interest. An important goal is to

increase the level of exposure you achieve with social media.

How to project a Brand Awareness

Brand awareness has deep and lucrative benefits. When people know and respect your brand,

they become more likely to seek out your products instead of going for cheaper or more

readily available alternatives. Also, they will often buy products they would not otherwise

have bought purely because it's you selling them and they like your brand. This kind of

loyalty can mean the difference between success and failure, so projecting brand awareness is

a crucial consideration that you need to take into account as part of your overall strategic

planning.

Implications

Building brand awareness can increase your market share in a number of ways. Being the

first to get your brand implanted in customers' minds, increases the barrier to entry that other

brands may face later. If your industry is more competitive or already has established players,

you‟ll likely have to be more aggressive in your approach, but you still can become one of the

brands consumers consider if they become more aware of your name., so increasing brand

awareness cannot necessarily be followed by an increase in the price of your product or

service.



Techniques

To build brand awareness, you must make sure your target market is exposed to your

products and recognizes them in multiple ways. An identifiable logo and distinct brand

message can present the repetition that can make your name memorable. Getting your brand

exposed to the audience can take place via multiple distribution platforms, from direct

marketing to traditional advertising to social media to public relations. While the strategy for

each particular campaign may vary, a consistent depiction of the brand, and a commitment to

following up on the promises made in the initial exposure, help bring your product to the

forefront of consumers‟ minds when it‟s time to make a decision to purchase.



CHAPTER - 4

DATA ANALYSIS AND INTERPRATION

4.1. Gender

Criteria No of Respondents Percentage

Male 54 36%

Female 96 64%

Total 150 100%

Source: Primary data


Analysis: The above table shows that, 64%of the respondents belong to Male category, 36%

of respondents belong to Female category.

Inference: Above the analysis, 64% of respondents‟ belongs to female category. This shows

that most of the customers are females

0

10

20

30

40

50

60

70

No of Respondents

36

64

Male

Female



4.2.Age of the Respondent


18 – 25 54 36%

25 – 35 66 44%

35 – 45 22 14.67%

45 – 60 7 4.67%

60 & Above 1 0.67%

Total 150 100%

Analysis: The above table show that, 44% of respondent belongs to <25 age group, 36% of

respondent belongs18 – 25, 14.67% of respondent belongs to 35 –45, 7% of respondent

belongs to 45 – 60, 0.67% of respondent belongs to >60

Inference: Above the analysis, 44% of respondents belong to 25-35 age groups and the

lowestper cent of respondents belongs to 60 and above age group.

4.3.Profession of the Respondents

0

5

10

15

20

25

30

35

40

45

No of respondents

36

44

14.67

4.67 0.67

18 - 25

25 - 35

35 - 45

45 - 60

60 & Above



Criteria No of respondents Percentage

Services 56 37.33%

Business 37 24.67%

Housewife 21 14%

Students 30 20%

Others 6 4%

Total 150 100%


Analysis: The above table show that, 37.33% of respondent belongs to service, 24.67% of

respondent belongs to business, 20% of respondent belongs to students, 14percent of

respondent belongs to housewife 4%percent of respondent belongs to others

Inference: Above the analysis 37.33%of the respondents belongs to services. More

respondents are working people are more in hyper city they are shopping.

4.4. Monthly Income


0

5

10

15

20

25

30

35

40

No of Respondents

37.33

24.67

14

20 4

Service

Business

Housewife

Students

Others



Below 20000 85 56.67%

20000 – 40000 40 26.67%

40000 – 60000 11 7.33%

60000 & Above 14 9.33%

Total 150 100%


Analysis: The above table show that, 56.67% of respondent belongs to below20000, 26.67%

of respondent belongs to 20000 – 40000, 9.33% of respondent belongs to 60000 & above,

7.33% of respondent belongs to 40000 - 60000.

Inference: Above the analysis, 56.67% of the respondents are monthly income below the

20000.

4.5.Area of Residence


Whitefield 27 18%

Kundalahalli 42 28%

BEML Layout 40 26.67%

ITPL 12 8%

0

10

20

30

40

50

60

No of Respondents

56.67

26.67

7.33 9.33

Below 20000

20000 - 40000

40000 - 60000

60000 & Above



Thubrahalli 14 9.33%

Marathalli 5 3.33%

Others 10 6.67%

Total 150 100%


Analysis: The above table show that, 28% of respondent belongs to Kundalahalli, 26.67% of

respondent belongs to BEML Layout, 18% of respondent belongs to Whitefield, 9.33% of

respondent belongs to Thubrahalli, 8% of respondent belongs to ITPL, 6.67% of respondent

belongs to Others, 3.33% of respondent belongs to Marathalli

Inference: Above the analysis 3.33% customer is from marathalli. Another belongs to the

6.67% others.In 28% of the customer of the Kundalahalli gate.

4.6. Newspaper Subscription

Criteria No of respondents Percentage

Times of India 64 42.67%

The Hindu 30 20%

Deccan Herald 13 8.67%

Bangalore Mirror 10 6.67%

Vijay Karnataka 19 12.67%

Prajavani 11 7.33%

0

5

10

15

20

25

30

No of respondent

18

28 26.67

8 9.33

3.33 6.67

Whitefield

Kundanalahalli

BEML Layout

ITPL

Thubrahalli

Marathalli

Others



Others 3 2%

Total 150 100%


Analysis: The above table show that, 42.67% of respondent subscribe to TOI, 20%of

respondent subscribe The Hindu, 12.67% of respondent subscribe Vijay Karnataka, 8.67% of

respondent subscribe Deccan Herald, 7.33% of respondent subscribe Prajavani, 2% of

respondent subscribe Others

Inference: Above the analysis 42.67%of the customer subscribes the times of India.

4.7.Hypermarkets top of mind recall


HyperCity 46 30.67%

Star Bazaar 12 8%

D – Mart 11 7.33%

Big Bazaar 40 26.67%

More 13 8.67%

Total 13 8.67%

Others 15 10%

0

5

10

15

20

25

30

35

40

45

No of Respondents

42.67

20

8.67 6.67

12.67

7.33 2

Times of India

The Hindu

Decvan Herald

Bangalore Mirror

Vijay Karanataka

Prajavani

Others



Total 150 100%


Analysis:: The table show that, 30.67% of respondent top mind of recall is HyperCity,

26.67%of respondent top mind of recall is Big Bazaar,1o% of respondent top mind recall is

Others,8.67 of respondent top mind of recall is More & Total,8% of respondent top mind of

recall is Star Bazaar,7.33% of respondent top mind recall is D – Mart.

Inference: Above the analysis 30.67% of the customer mind highlights for the hyper city.

The growth of the market and availability of the product and services.

4.8. Influences in making your Purchase decision


Radio Ad 9 6%

Offers in Newspapers 110 73.33%

Leaflets 10 6.67%

Outdoor Ad 21 14%

Total 150 100%


0

5

10

15

20

25

30

35

No of Respondents

30.67

8 7.33

26.67

8.67 8.67 10

HyperCITY

Star Bazzar

D -Mart

Big Bazzar

More

Total

Others



Analysis: The above table shows that, 73.33% of the respondents are influenced by Offers in

Newspaper in making their purchase decision 6.67% of the respondents are influenced by

Leaflets in making their purchase decision, 14% of the respondent are influenced by outdoor

ad in making their purchase decision,6% of the respondents are influenced by Radio ads

Inference: Above the analysis 73.33% of the respondents are purchase decisions in offers in

newspapers. Another 14% of the respondents influenced by the leaflets and outdoor ad.

4.9. Refer to your friends and family before trying a New Brand?


YES 135 90%

NO 15 10%

Total 150 100%


0

10

20

30

40

50

60

70

80

No of Respondent

6

73.33

6.67

14

Redio Ad

Offers in Newspapers

Leaflets

Outdoor Ad



Analysis: The above table shows that, 90% of the respondents are refer to their friends and

family before trying a new brand, 10%of the respondents are not refer their friends and

family to try a new brand.

Inference: Above the analysis 90% of the respondents are refers to their family and friends

for the new brand. Another 10% of the respondents are not refer to the others.

4.10.Source of media to know about the HyperCity

Criteria No of Respondent Percentage

Newspaper 19 12.67%

Radio Ad 00 0%

Hoarding 05 3.33%

Leaflets 05 3.33%

Word of Mouth 121 80.67%

Total 150 100%


0

10

20

30

40

50

60

70

80

90

No of Respondents

90

10

YES

NO



Analysis The above table shows that80.67% of the respondents from word of mouth,

12.67%of the respondents from newspaper, 3.33% of the respondents from hoarding and

leaflets.

Inference: An above analysis 80.67% of the are respondents for the word of mouth..

4.11. Frequently of Shopping


Twice in a week 5 3.33%

Once in a week 14 9.33%

Once in 15days 57 38%

Once in month 74 49.33%

Total 150 100%


0

10

20

30

40

50

60

70

80

90

No of Respondents

12.67

0 3.33 3.33

80.67

Newspaper

Radio Ad

Hoarding

Leaflets

Word of Mouth



Analysis: The above table shows that, 49.33% of the respondents shop once in a

month,38%of the respondent shop once in 15days,9.33% shop once in week and 3.33shop

twice in a week

Inference: An above analysis 49.33% of the respondents once in a month shopping.An other

respondents 38% of the respondents 15days once shopping.

4.12.Rankfollowing attributes of Hyper City with the respect of customer satisfaction.

Ranking Excellent (5) Very Good (4) Good (3) Average (2) Poor (1)

Look & Feel of the store 7 35 82 24 2

Offers Attractiveness 4 45 76 18 7

Service Quality 3 17 58 57 15

Product Quality 21 79 47 3 0

Home Delivery 0 10 60 64 16

Merchandising Standards 8 8 57 66 11

Hygiene Standards 6 26 73 45 0


0

5

10

15

20

25

30

35

40

45

50

No of Respondents

3.33

9.33

38

49.33

Twice in a week

Once in a week

Once in 15days

Once in a month



Analysis: The above table shows that, 83percent of the respondents rate look and feel of the

store is good,35percent of the respondents rate look and feel of the store is very good,

45percent of the respondents rate offer attractiveness of the store is very good, 76percent of

the respondents rate offer attractiveness of the store is very good,58percent of the respondents

rate service quality is good, 57percent of the respondents rate service quality is average,

17percent of the respondents rate service quality is very good,79percent of the respondents

rate product quality is very good, 47percent of the respondents rate product quality is good,

21percent of the respondents rate product quality is excellent,60percent of the respondents

rate home delivery is good, 64percent of the respondents rate home delivery service is

average, 16percent of the respondents rate home delivery is poor, 60percent of the

respondents rate merchandising standards are good, 57percent of the respondents rate

merchandising standards are good, 66percent of the respondents rate merchandising

standards are average and 26percent of the respondents felt hygienic conditions are very

0

10

20

30

40

50

60

70

80

90

Excellent (5)

Very Good (4)

Good (3)

Average (2)

Poor (1)



good , 57percent of the respondents felt hygienic conditions are good 45percent of the

respondent felt hygienic condition are average.

Inference:.82percent of the respondents rate look and feel of the store is good,76percent

of the respondents rate offer attractiveness of the store is good, 58percent of the

respondents rate servicequality is good and 57percent of respondent service quality is

average, 79percent of the respondents rate product quality is very good, 64percent of the

respondents rate home delivery service is average,66percent of the respondents rate

merchandising standards are average and 73percent of the respondents felt hygienic

conditions are good.

4.13. What is your top mind recall in Hypermarkets in case of following Parameters:

Parameters Big Bazaar More Star Bazaar HyperCity Others

Pricing 52 62 08 19 9

Discounts/Offers 70 30 29 16 5

Product Range 42 34 28 17 29

Product Quality 25 28 35 39 23

Hygiene 27 19 17 40 47




Analysis: The above table shows that 52 & 62%t of the customers top of mind recall is

More and Big Bazaar when it comes to Pricing compared, 70percent of the customers top of

mind recall is Big Bazaar when it comes to Discounts and offers, 42percent of the customers

top of mind recall is Big Bazaar when it comes to Product range comparatively, 39percent of

the customers top of mind recall is HyperCity when it comes to Product quality and

47percent of the customers top of mind recall is Others, when it comes to Hygiene.

Inference: 70percent of the customers top of mind recall is Big Bazaar in determining offer

attractiveness among the competitor.

4.14. To build a good brand image

Criteria No of Respondent Percentage

Quality 75 50%

Communication Strategies 02 1.33%

Competitive Pricing 2 1.33%

Good value added service 28 18.67%

Others 43 28.67%

Total 150 100%


0

10

20

30

40

50

60

70

80

Big Bazaar

More

Star Bazaar

HyperCity

Others



Analysis: The above table show that, 50% of the respondent influence a quality to build a

brand image, 18.67% of the respondents influence good value added service,28.67% of the

respondents influence others.

Inference: An above analysis 50% of the respondents for the to maintain their brand image

with product quality.

4.15. Level of Satisfaction


Very Satisfied 05 3.33%

Satisfied 34 22.67%

Neutral 98 65.33%

Dissatisfied 11 7.33%

Extremely Dissatisfied 2 1.33%

Total 150 100%


0

5

10

15

20

25

30

35

40

45

50

No of Respondents

50

1.33 1.33

18.67

28.67 Quality

Communication Strtegies

Competitive Pricing

Good value added service

Others



Analysis:65.33% of the respondent level is neutral, 22.67% of the respondent level is

satisfied, 7.33% of the respondent level dissatisfied, 3.33% of the respondent level very

satisfied.

Inference: An above analysis 65.33% of the respondents is neutral.

Gender * Frequently of Shopping Crosstabulation

Count

Frequently of Shopping Total

twice in a week once in a week once in 15days once in a month

Gender 1 5 14 35 0 54

2 0 0 22 74 96

Total 5 14 57 74 150

Analysis: the cross table between gender and frequency of shopping reveals that nearly more

than 54 of customers are males and 96 of the respondents are females. From the view point of

frequency of shopping 74 of the customers have opted that they come for shopping once in an

month, and only 5 of the customers come twice in a week for shopping.

0

10

20

30

40

50

60

70

No of Respondent

3.33

22.67

65.33

7.33

1.33

Very Satisfied

Satisfied

Neutral

Dissatisfied

Extremenlyn dissatisfied



Hypothesis: respondents gender is not based on frequenc of shopping.

Chi-Square Tests

Value df Asymp. Sig. (2-

sided)

Pearson Chi-Square 91.368a 3 .000

Likelihood Ratio 119.998 3 .000

Linear-by-Linear

Association 83.269 1 .000

N of Valid Cases 150

a. 2 cells (25.0%) have expected count less than 5. The minimum

expected count is 1.80.

Interpretation: As the significant(0.000)value of chi squre is less than 0.005, hypothesis is

rejected. This leads to the conclusion that respondents gender is based on frequency of

shopping.

CHAPTER - 5

5.1 FINDINGS:-

HyperCity as a brand is going through repositioning from “discover something new”

to “ Big store, Big savings”.

HyperCity have a good brand awareness among the consumers.

Friends & Family advertised more about the brand.

Most of the consumers are influenced by newspaper offers to make a purchase

decision.



79%of the customers are satisfied with the product quality of hypercity.

Pricing was not an attraction to the customers in hypercity

Customers are expecting more offers and discount to enjoy their shopping in

hypercity.

The Average service quality provided in hypercity to the customers.

HyperCity is facing a competition from the competitors with the same kind of

products

5.2 Conclusion:-

During the internship the things that were observed was that the retail industry is a growing

industry in India and HyperCity provides a truly international shopping experience, where

customers can shop in comfort in a large, modern, and exciting environment.

HyperCity have to understand the customer expectation and provide good customer services.

They also understand about their competitors and their supply chain.

Customer satisfaction data are received through a variety of methods and found basic

elements which keeps customers satisfied are Quality product, efficient delivery, Fair price

and Effective after sale service.



The research helps to identify that the company has a high brand image and brand loyalty

because of the company provides quality products. The company shows a better performance

in sales.

HyperCity Retail to Consider on the minor problems relating to sales procedures in order to

become more customers friendly.

Advertising media newspaper should be used frequently, as newspaper offers have an impact

on costumers purchase decision making.

This is totally based on my own perception that I have provided, by the organization and

market conditions.

5.3 Suggestion and Recommendation:-

The promotional schemes like, offers, discounts, gifts, coupons, etc… must be

projected in such a way that it attracts the attention and actually motivated customer

to buy.

The product range of HyperCity should improve.

More no of trial rooms should be provided.

Maintain database of customer and inform them about the offers.

Employees should be aware about the products.

Improve the services in the cash counter.

Treating a customer in a friendly way might improve the standard.



BIBILIOGRPHY

Keller, Kevin. “ "Conceptualizing, measuring, and managing customer-based brand equity".”

1993:pg no 2

Rossiter, Larry Percy and John R. “ A model of brand awareness and brand attitude

advertising strategies ;Psychology & Marketing.” 1992: pages 263–274,.

Ualla Hakala, JOhn srvenson,Suzama Vineze. “Journal of Product & Brand Management,.”,,

2012:pages 439 - 451.

Cristian, Dabija Dan, and Abrudan Ioana Nicoleta. “STUDY ON RETAIL BRAND

AWARENESS IN RETAIL.” Academic Journal, 2011: Pg 742.

Kekker, Kevin. “pyschology and marketing.” "Conceptualizing measuring, and managing

customer - based brand equity, 1993: 2-3.

Keller, Kevin. “ "Conceptualizing, measuring, and managing customer-based brand equity".”,

1993: 2.

R., Larry Percy and Rossiter JOhn. “Psychology & Marketing.” A midel of brand awareness

and brand attitude advertising strategies, 1992: 263 -274.

.

Ualla Hakala, JOhn srvenson,Suzama Vineze. “Journal of Product & Brand Management,.”

2012: 439 - 451.

Referred several website for required information

www.hypercityindia.com

www.rehajacorp.com

http://en.wikipedia.org/wiki/Retailing_in_India

http://www.ibef.org/industry/retail-india.aspx

www.google.com

http://www.hypercityindia.com/

http://www.rehajacorp.com/

http://en.wikipedia.org/wiki/Retailing_in_India

http://www.ibef.org/industry/retail-india.aspx

http://www.google.com/



ANNEXURE

SURVEY ON BRAND AWARENESS OF HYPERCITY RETAIL INDIA LTD,AT

BANGALORE,QUESTIONNAIR

Thank you for your participation. We would appreciate you taking a few minutes of your

time to complete this questionnaire.

Please give your candid and thorough response to the questions. Please tick the phrases that

best represent your views:

BRAND AWARENESS SURVEY

1) Name: ………………….

2) Gender:

a) Male b) Female

3) Age:

a) 18-25 b)25-35 c)35-45 d)45-60 e)60& above

4) Profession:

a) Services b) Business c) Housewife d) Student e) Others

5) Monthly Income:

a) Below 20000 b)20000-40000

b) 40000-60000 d)60000& above

6) Area of Residence: ………………………………

7) Which newspaper do you subscribe?



a) Times of India b) The Hindu

c) Deccan Herald d) Bangalore Mirror

e) Vijay Karnataka f) Prajavani

g) Others

8) Which hypermarket has your top of mind recall?

…………………………………………………………….

9) What influence you in making your purchase decision?

a) Radio Ad b) Offers in newspaper

c) Leaflets d) Outdoor Ad

10) Do you refer to your friends & family before trying a new brand?

a) YES b) NO

11) Where did you hear about HyperCity?

a) Newspaper b) Radio Ad

c) Hoarding d) Leaflets

e) Word of mouth

12) How frequently do you shop for the below categories at HyperCity?

a) Twice in week b) Once in a week

c) Once in 15 days d) Once in a month

13) Please rate HyperCity on a scale of 1 to 5 Vis a Vis in terms of :



Where: 5: Excellent 4: Very Good 3: Good 2: Average 1: Poor

a) Look & Feel of the store

b) Offers Attractiveness

c) Service Quality

d) Product Quality

e) Home Delivery

f) Merchandising Standards

g) Hygiene Standards

14) What is your top mind recall in hypermarket in case of following parameters?

a) Pricing ……………………………

b) Discount /Offers ……………………………

c) Product Range ……………………………

d) Product Quality …………………………

e) Hygiene ………………………….

15) Which of the following, According to you, help build a good brand image?



a) Quality

b) Communication strategies

c) Competitive pricing

d) Good value added services

e) Others

16) Level of satisfaction regarding the purchase of the products?

a) Very satisfied

b) Satisfied

c) Neutral

d) Dissatisfied

e) Extremely dissatisfied

17) What kind of activities would you like to happen in HyperCity to make your shopping

an enjoyable experience?

…………………………………………………………………………………………

…………………………………………………………………………………………

…………………………………………………………………………………………

18) Any suggestions for the growth of HyperCity?

…………………………………………………………………………………………

…………………………………………………………………………………………

………………………………………………………………………………………....



Documents

Brand awareness of HYPER CITY