“Consumer Buying Behavior of Consumer Durables in a Hypermarket for Hypercity

Topics: Retailing, Customer service, Sales Pages: 40 (9827 words) Published: December 20, 2011
“Consumer buying behavior of consumer durables in a Hypermarket for HyperCITY, Thane”

Kulvinder Pathania
Roll No: KHR2009PGDMRMF027

Summer Project Report submitted to the Institute of Technology and Management, Navi Mumbai, 410210 In partial fulfillment of the requirements for the degree of MBA-RMM


Mr. Vikram Laud Dr. Shelja Jose
Store Operations Manager Internal Guide
HyperCITY Retail (India) Ltd. ITM Business School Acknowledge

I would like to extend sincere thanks to Mr. Vikram Laud, (Store Operations Manager, HyperCITY, Thane) my Industry advisor, for his time, advice, and encouragement. I would like to express my gratitude to the HyperCITY Retail (India) Ltd. for giving me this opportunity to work and learn in the organization. This project would not have been possible without the support and encouragement of everyone here.

I would like to thank my institute ITM including the Director, Dr. Ganesh Raja, the Dean, Dr. Adhikari and especially the Deputy Director, Mr. B.V.R. Murthy for their constant support.

Sincere gratitude is extended to my faculty guide Dr. Shelja Jose for her time, ideas, and assistance with the research process. A special thanks is extended to Mr. Siddharthan M. (Vice President, Operations, HyperCITY), Mrs. Arpita Parikh Sathu (General Manager, HyperCITY, Thane), Mr. Sanjeev Bhatt (General Manager, HyperCITY, Amritsar) and to all of my colleagues and fellow interns at HyperCITY, Thane and the staff at ITM for their assistance, also I would like to thank ITM placement cell for their support and assistance.

Table of Contents

1. Executive Summary4

2. Company Profile5

3. The Global Retail Industry: An Overview12

4. Research Objective17

5. Research Methodology18

6. Phase 122
* Sample profiling23
* Customer profiling of HyperCITY, Thane29

7. Phase 236
* Competitor customer profiling37
* Competition Analysis52
* Share of Voice60

8. Phase 362
* Sales figure of Appliances department63
* Loss of Sale66

9. Recommendation & Implications67

10. Conclusion68

11. References69

12. Appendix – Questionnaire70

Executive Summary

The main purpose of the study was to find the customer buying behavior of consumer durables in a hypermarket. The research also derives at the customer profile of HyperCITY and its competitors. Another important task was to analyze the competition in the market the customers satisfaction level w.r.t price, offers, product range etc.

A questionnaire survey was carried out to collect the empirical data in order to statistically test the hypothesis. This information was collected by the help of the open ended question in the questionnaire. Another instrument used to collect the sample was by observation method. The observation method involves human or mechanical observation of what people actually do or what events take place during a buying or consumption situation. “Information is collected by observing different processes at work.”

The study helped us conclude that the HyperCITY customers rate Vijay Sales better when it comes to price, offers, product range etc. whereas the customers prefer HyperCITY over More Megastore when compared to the same variables.The customers are very satisfied with the CSA knowledge of the HyperCITY staff over Vijay Sales and More Megastore. The research would help HyperCITY to design its marketing campaign more efficiently and create more valuable offers to its customers.

Company Profile

HyperCITY is a shop that offers products sourced from both local and international markets. The product range covers: Foods and Grocery, Homeware, Home Entertainment, Hi-Tech, Appliances, Furniture, Sports, Toys &...
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