VISUAL MERCHANDISING

HYPER CITY NOIDA

ANAMIKA SINGH

BATCH 2016-2018

MASTER OF FASHION MANAGEMENT

DEPARTMENT OF FASHION MANAGEMENT

STUDIES
NATIONAL INSTITUTE OF FASHION
TECHNOLOGY
[DELHI]
VISUAL MERCHANDISING AT
Hyper CITY
(A study done at garden galleria mall Noida store)
ACKNOWLEDGEMENT

We take the opportunity to express our gratitude to all of them who in some or the
other way help us to accomplish this project. The research study cannot be
completed without your guidance, assistance, inspiration, and co-operation. We
particularly owe our gratitude to VM Senior executive prashansha Malhotra Singh
to give a such an opportunity. And lastly to all the people who cooperate and
encourage us, with their valuable time.

A very special thanks to Hyper CITY Retail LTD. Noida and all the members who
given me the opportunity and supported me to learn in their organization and Im
very thankful to prashansha Malhotra Singh VM Senior executive

of Hyper CITY who helped me a lot to pursue my summer internship under him.
EXECUTIVE SUMMARY
TITLE

VISUAL MERCHANDISING AT HYPERCITY

RETAIL INDUSTRY

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. Economies of countries like Singapore, Malaysia,
Hong Kong, Sri Lanka and Dubai are also heavily assisted by the retail sector.

HyperCITY RETAIL INDIA LTD.

Hyper CITY is the part of K Raheja corp. group and was incepted in 2005. It provides a truly
international shopping experience where customer can shop in comfort in a large, modern and
exiting environment. It offers a wide and contemporary range of innovative products, sourced
from both local and international markets.
 CONTENTS

Chap No. Title Page

No.

1 Introduction

2. Industry Profile

3. Company

4. Literature Review

5.

6. Research Methodology

7. Data Analysis and Interpretation

8. Findings

9. Conclusions

10. Recommendations

References
Questionnaire 107
INTRODUCTION
RETAILING: AN INTRODUCTION

The distribution of consumer products begins with the producer and ends at the ultimate
consumer. Between the producer and the consumer there is a middleman---the retailer,
who links the producers and the ultimate consumers?

Retailing is defined as a conclusive set of activities or steps used to sell a product or a service
to consumers for their personal or family use. It is responsible for matching individual
demands of the consumer with supplies of all the manufacturers. The word retail is derived
from the French work

retailer, meaning to cut a piece off or to break bulk. In simple terms, it implies a first-hand
transaction with the customer. A retailer is a person, agent, agency, company, or organization
which is instrumental in reaching the goods, merchandise, or services to the ultimate
consumer.

The selling need not necessarily take place through a store. Retailing encompasses selling
through the mail, the Internet, door-to-door visits---any channel that could be used to approach
the consumer. When manufacturers like Dell computers sell directly to the consumer, they
also perform the retailing function. Retailing has become such an intrinsic part of our
everyday lives that it is often taken for granted. The nations that have enjoyed the greatest
economic and social progress have been those with a strong retail sector. Why has retailing
become such a popular method of conducting business? The answer lies in the benefits a
vibrant retailing sector has to offeran easier access to a variety of products, freedom of
choice and higher levels of customer service. As we all know, the ease of entry into retail
business results in fierce competition and better value for customer.

To enter retailing is easy and to fail is even easier. Therefore, in order to survive in retailing, a
firm must do a satisfactory job in its primary
FUNCTIONS OF RETAILING:

The retail outlet may provide some or all of the following services to its customers:

Convenient location.
An assortment of merchandise appropriate to the particular market (i.e allows choice)
Breaking of bulk so that small quantities can be sold.
Processing of merchandise to more acceptable forms.
Holding of stock for instant availability at relatively stable prices.
Helping to effect change in ownership of goods.
Causing goods to move through the distribution system e.g from manufacturer to
wholesaler to retailer to consumer.
Information not only to the consumer but also to suppliers.
Product guarantees, after-sales service and dealing with customer complaints.
Credit and hire- purchase facilities.
Some facility for social intercourse.

IMPORTANT FEATURES OF RETAILING:

There is direct end-user interaction in retailing.

In is the only point in the value chain to provide a platform for promotions.
Sales at the retail level are generally in smaller unit sizes.
Location is a critical factor in retail business.
In most retail businesses services are as important as core products
.
There are a larger number of retail units compared to other members of the value chain. This
occurs primarily to meet the requirements of geographical coverage and population density
RETAILING FORMAT IN INDIA:

Mom-and-Pop stores:

Mom-and-pop stores: they are family owned business catering to small sections; they are
individually handled retail outlets and have a personal touch.

Malls:
The largest form of organized retailing today. Located mainly in metro cities, in proximity to
urban outskirts. Ranges from 60,000 sqft to 7,00,000sqft and above. They lend an ideal
shopping experience with an amalgamation of product, service and entertainment, all under a
common roof. Examples include Shoppers Stop, Pyramid, and Pantaloon.
Specialty Stores:
Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer Crossword, RPG's
Music World and the Times Group's music chain Planet M, are focusing on specific market
segments and have established themselves strongly in their sectors.

Discount Stores:
As the name suggests, discount stores or factory outlets, offer discounts on the MRP through
selling in bulk reaching economies of scale or excess stock left over at the season. The product
category can range from a variety of perishable/ non-perishable goods.

Department Stores:
Large stores ranging from 20000-50000 sq. ft, catering to a variety of consumer needs. Further
classified into localized departments such as clothing, toys, home, groceries, etc.
Departmental Stores are expected to take over the apparel business from exclusive
brand showrooms. Among these, the biggest success is K Raheja's Shoppers Stop, which
started in Mumbai and now has more than seven large stores (over 30,000 sq. ft) across India
and even has its own in store brand for clothes called Stop.
Hyper marts/Supermarkets:
Large self-service outlets, catering to varied shopper needs are termed as Supermarkets. These
are located in or near residential high streets. These stores today contribute to 30% of all food
& grocery organized retail sales. Super Markets can further be classified in to mini
supermarkets typically 1,000 sqft to 2,000 sqft and large supermarkets ranging from of 3,500
sqft to 5,000 sq ft. having a strong focus on food & grocery and personal sales.

Convenience Stores:
These are relatively small stores 400-2,000 sq. feet located near residential areas. They stock a
limited range of high-turnover convenience products and are usually open for extended
periods during the day, seven days a week. Prices are slightly higher due to the convenience
premium

Category Killer:
small specialty stores that offer a variety of categories. They are known as category killers as
they focus on specific categories, such as electronics and sporting goods. This is also known
as Multi Brand Outlets or MBO's.

BARRIERS IN THE INDIAN RETAIL SECTOR

To become a truly flourishing industry, retailing needs to cross the following hurdles:

Automatic approval is not allowed for foreign investment in retail.

Regulations restricting real estate purchases, and cumbersome local laws.
Taxation, which favours small retail businesses.
Absence of developed supply chain and integrated IT management.
Lack of trained work force.
Low skill level for retailing management.
Lack of Retailing Courses and study options
Intrinsic complexity of retailing rapid price changes, constant threat of product
obsolescence and low margins.
GOVERNMENT POLICIES IN RETAIL

The Indian government is likely to announce policy changes allowing foreign direct
investment (FDI) in the multi-brand retail segment. It is currently reviewing a draft report on
FDI in multi-brand retail, according to media reports.

The Department of Industrial Policy and Promotion (DIPP) under the Ministry of Commerce
and Industry is currently fine tuning a draft report submitted by an inter-ministerial committee.
The report is said to have been prepared after taking the consent and viewpoints of all
stakeholders into consideration.

The current regulations on retail allow 100 per cent FDI in wholesale cash-and-carry trading.
In single-brand retailing, 51 per cent FDI is allowed while no FDI is allowed in multi-brand
retailing. After DIPP's review, the report will be sent to the Cabinet Committee on Economic
Affairs for it to be converted into policy, say senior government officials.

The government is seeking an opportune time to reveal the changes so that it may not cause
any upheaval or resistance by the public, as it could potentially affect the livelihood and
employment of millions, the officials added. It is likely that the government of India may relax
the FDI norms in multi-brand retail during the announcement of the annual Budget for 2011-
2012.

Commerce and Industry Minister Anand Sharma has said that a broad-based consensus in
policy formulation for further development of the sector was needed and that the ministry
itself wanted a 51 per cent FDI cap for the sector as was allowed in single-brand retail.

The Ministry of Consumer Affairs and Public Distribution has recommended a 49 per cent
FDI cap in multi-brand retail and the ministry of micro, small and medium enterprises 18 per
cent. The Ministry of Communications and IT , however, feels that liberalisation of FDI norms
will hit electronics manufacturers hard.
 COMPANY
AND
PRODUCT PROFILE
COMPANY ORIENTATION

Hyper CITY is the part of K Raheja corp group and was incepted in 2005. It provides a truly
international shopping experience where customer can shop in comfort in a large, modern and
exiting environment. It offers a wide and contemporary range of innovative products, sourced
from both local and international markets.

OUR VISION

To be an integral part of customer live, by offering them a high quality shopping experience
through great products at ever better prices.

WHAT WE ARE

Hypermarket model 1, 20,000 Sq. Ft. and above.

Best priced, full supermarket within.

Widget general merchandise range
Dominant assortment in chosen categories
International shopping experience
Lis retainment
Hyper city store at garden galleria mall, Noida
Lower floor
Area 39000 SQ. FT
Timing 11 am to 7 pm
Working days- Monday to Friday
Hyper CITY

Hyper CITY Retail (India) Ltd. is part of the K. Raheja Corp. Group, a leader in the Indian retail
sector. K. Raheja Corp helped create retail boom in India with Shopper's Stop, In orbit
Mall and Crossword apart from their successes in realty and hospitality

Hyper CITY has 10 stores, covering approx. 8 lac sq. ft., operational across 7 cities
viz. Mumbai (Malad, Thane & Vashi), Amritsar, Jaipur, Bengaluru, Bhopal, Ludhiana &Hyde
rabad. It offers a wide range of product in categories like Fresh produce, Foods and Grocery,
Home, Bakery, electronics, Furniture, Sports, Toys & Apparel. it now is gearing up to
commission three more stores at Ahmedabad, Pune and Mumbai by December

Hyper CITY also offers other value added services like consumer finance, ATM facility,
telecom services, pharmacy, Bakery and Restaurants etc under one roof. Hyper CITY launched
its first store in Malad, Mumbai, which is spread over 1, 20,000 sq ft. It offers over 44,000
products sourced from both local & global markets.

Hyper CITY, the hypermarket offers from Shoppers Stop has a chain of 10 stores (covering
approx. 8 lac sq. ft.) with the addition of a store in Bangalore recently, and. The company closed
year 2010-11 with a growth of about 80 % clocking sales of Rs 600 crore and expect to take this
up to Rs 900 crore in 2011-12. Food business contributes about 58 % revenue. The company
hopes to achieve an operational break even this year. Contribution from private label is expected
to be increased to 23 % this year and 25 % next year.
K. RAHEJA GROUP
COVERAGE

Hyper CITY

HyperCITY, MALAD

Hyper CITY, Malad is a flagship store in Mumbai which has niche segment target people. This
store is 1, 20.000 sq. ft. huge in size and
a wide parking area within. Hyper CITY, Malad has 68% market sharein his catchment area
HyperCITY, MALAD

Hyper CITY MALAD

Next to In orbit mall

Malad Link Road

Malad (West)

Mumbai 400 064

Hyper CITY PRODUCT SECTIONS

FOOD & GROCRY ITEMS

Fruits & vegetables

Meat &Fish
Ready & Instant Food
Beverages
Home care
personal care

HOME SECTION

Home ware
Home needs
Home linen
APPLIANCES SECTION

Large appliances
Small appliances
Personal care

FASHION SECTION

Mens wear
Womens wear
Kids wear
Foot wear
Accessories

TOYS SECTION

Infant toys
Soft toys
Electronic toys
Learning toys
Outdoor toys

SPORTS SECTION

Health & Fitness

Outdoor sports
Indoor sports
EXCLUSIVE BRANDS

Hyper CITY has a wide array of exclusive brands across all categories. These brands ensure
increased value to our customers through superior product offerings, quality and uniqueness at
great prices

FOOD & GROCERY

TERZO:
The Power of Super clean is now in your hands. Introducing Terzo
Home cleaners with power of 3! The range comprise of power cleaners,
Everyday Cleaner, Toilet cleaner, Floor Cleaner & Utensil Cleaner.

FRESHBASKET:
Every Fresh Basket product guarantees freshness and quality on a daily
basis, with all the goodness locked in. Fresh Basket offers the freshest
selection of meat, seafood, fresh produce, freshly baked breads,
specialty bread, etc.
 HyperCITY
HyperCITY is dedicated to bring wholesome food to your family at great
prices. Our products are packed under hygienic conditions and are
priced to offer real value, every day. HyperCITY encompasses everyday
foods like cereals, spices, flour, pulses, dry fruits and other products.

WAITROSE
Voted the top supermarket chain in UK. Exclusively available at
HyperCITY. Come and taste the best of teas, coffees, juices, jams and
more.

HOME
EBANO
Discover stylish essentials for your home with HyperCITYs exclusive
brand e b a n o. e b a n o presents a selection of basic products with a
modern appeal. Bringing your home to life with contemporary designs,
vibrant colours, great value & is present across Utensils, Cutlery,
Bakeware, Crockery, Glassware, Pots'n'pans, Implements, Bed linen,
Towels, Cushions, Table linen, pillows and more.

AVORIO:
Make your home a more luxurious place with Avorio, the exclusive
brand from HyperCITY. AVORIO offers exclusive, versatile and classic
designs to enhance your lifestyle. Avorio spans Implements, Pots'n'pans,
Glassware, Cutlery, Crockery, Towels, Bed linen, Table linen, Duvets
& quilts and more.
 EVERYDAY:
The range includes everything you need for your office - office
accessories, writing instruments, paper stationery, etc.

FASHION

Hyper CITY offers a coordinated range at super prices; cutting across clothing, footwear,
sunglasses, watches, hair accessories, bags and jewellery.

JOOJOOBS
Discover Fashion for your little ones!! The Joojoobs range of
comfortable garments for infants includes designer infant wear and
infant western wear. The range combines the finest quality fabrics &
vivid colors to create a high value range of infant wear.
 CITYSENSE
Comprises of a basic line of value packs at super duper prices; covering
value packs of tees, socks, briefs, vests, basic denim, etc., for men,
women & kids.

CITYLIFE
Everyday wear for men, women, kids and footwear, styled for value.

CITYSTYLE
Offers the latest trends in clothing in the market, at prices that are
affordable.

RIVERINC.
A range of quality denims for men, ladies and kids. The range comprises
of basic denims, fashion denims, tees, cargos, denim shirts and jackets.

APPLIANCES
TECHNIX:
Our Technix range of appliances will be available across microwaves,
cook-tops and mixer-grinders.
SPORTS

RALEIGH
The Raleigh Series of bicycles are available exclusively at HyperCITY.
Raleigh is one of the worlds biggest brands in Bicycles. Raleigh
bicycles are simple, elegant, efficient and fun. They are designed with
care and fitted with latest technology. Raleigh has the following
varieties in bicycles - Mountain Sport, Platinum, Juvenile, Toy cycles,
etc.

MAXIT:
The Maxit line of sports equipment and apparels is available exclusively
at HyperCITY. Maxit stands for - Maximum Range, i.e. it offers a
superior line up of sports gear at great value. Maxit is available across
sports categories like cricket, football, basketball, volleyball, boxing and
baseball.
LITRATURE REVIEW
WHAT IS PROMOTIONAL STRATEGIES?

Promotion is one of the four elements of marketing mix (product, price, place and promotion).
It is the communication link between sellers and buyers for the purpose of influencing,
informing or persuading a potential buyers purchasing decision.

PROMOTION MIX
Promotion mix contains five elements they are -
Personal selling
Advertising
Sales promotion
Direct marketing
Publicity
OBJECTIVE OF PROMOTION
There are three basic objectives of promotion these are
To present information to consumers as well as others
To increase demand.
To differentiate a product

TYPES OF PROMOTIONAL STRATEGY

Basically there are two types of promotional strategies are used they are
Push strategy
Pull strategy
CHANNELS OF PROMOTION

There are the various channels of promotion are given below-

Newspapers
Magazines
Radio
Television
Direct mail
SMS
Outdoor advertising
Catalogues
Announcement

PROMOTION TOOLS

Samples
Coupons
Cash refund offers (Rebates)
Premiums (gifts)
Prizes (contests, sweepstakes, games)
Patronage awards
Free trials
Product warranties
Cross promotions
Allowance
Free goods
RESEARCH
MEHODOLOGY
WHAT IS RESEARCH METHODOLOGY?

Research methodology is a way to systematically solve the research problem. It shows how the
research is done scientifically (exactly) studying the research methods along with the logic
(sense) behind them are part of the research methodology various steps.

DEFINITION

Search for Knowledge careful investigation or inquiry to find out new facts in any branch of
knowledge scientific and systematic investigation to acquire new knowledge.

RESEARCH DESIGN

The research will be descriptive in nature and survey is used as data

collection technique will be conducted on already existing or prospective
customers. Face to face interview with different customers from various parts
of the Mumbai was held in which Questionnaire was used as a data gathering
tool. The survey has helped us to streamline the process and serve the
effectiveness of the promotional activities of Hyper CITY.

Types of research:

There are several research designs given below-

pure research
applied research
exploratory research
descriptive & diagnostic research
experiment research
STAGES IN RESEARCH PROCESS

PROCESS STAGES:

1. Defining the research objectives

2. Planning a research design
3. Planning a sample
4. Collecting the data
5. Analyzing the data
6. Formulating the conclusions and preparing the report
SAMPLE DESIGN:

Sampling is an act, process, or technique of selecting a representative part

of a population.
a sample design is a definite plan for obtaining a sample from a given
population.

SAMPLING CONCEPTS:

POPULATION: Total collection of elements under investigation.

.
SAMPLE: The subset of the element of the population chosen for study.
.
SAMPLING UNIT: A sampling unit can be an individual element or a set of
elements based on the sampling process used.

SAMPLING FRAME: The sampling frame refers to a complete enumeration/list

of the population as specified by the research problem. It is a list of all the
sampling units.

TECHNOQUE OF SAMPLING:

The basic methodology that we followed was the questionnaire method.

Research objectives were clearly stated before designing the questionnaire
Information was collected form a sample size of 300 respondents, which included both
males and females.
Information obtained from the respondents was analyzed and interpreted.
Findings revealed by the tabulations were listed in a summarized form as Recommended
Actions
 The sampling method used was Non-probability random sampling

SAMPLE SIZE:

Sample population Resident of Mumbai

Sample frame Customers of HyperCITY

Sample size 300

Data collected Non probability random sampling method

SOURCES OF DATA

There were two main sources of data during the project:

Primary Data: the primary data was collected through the customers coming to the
Hyper CITY for shopping.
Secondary Data: The secondary data was collected through Internet, Journals
and magazines.

LIMITATIONS

The present study is confined to a minimal sample size and may not reflect the opinion
or response of the entire population in general.
The results of our study are entirely confined to the responses of the consumers of
Mumbai and might deviate in terms of actual population as a whole.
Recommendations given after the study are entirely dependent on the survey and the
secondary analysis done in the report.
 There might have been tendencies among the respondents to amplify or filter their
responses under the testing.
The respondents might think that this survey is only a waste of time or it might create
some problem and hence there might have been tendencies to give fake answers and fill
the questionnaire casually.
Observation Method: While streamlining the process I came across several
areas where there as scope of improvement. So recommendations on various
perspectives have also been put forward.
TASKS UNDERTAKEN
DURING THE PROJECT
TASKS UNDERTAKEN DURING THE PROJECT

Variety of
Variety of Variety of
fixtures( Floor Vm elements
mannequins signage
& wall fixtures)

How to make a How to plan What is art How to make

order sheet docket work signages

Mannequins
Color blocking Execution checklist
styling

Window and
Fixture capacity Store Layout Master sheet focal point
display
Done balloon decoration on
occasion of 11th year
anniversary
Docket execution at store
DCC ENROLLMENT

DC is the discovery club card. Which is a membership card for the hypercity customers. It is a
electronic card which a customer show during the billing to get the benefits of this card.

FEATURES OF DCC

It is an electronic swiping card

100 points are initially given
1 point is equivalent to 1 Rs.
Whenever customer buy any products he gets certain points on certain products which
points keep on accumulating to his Dcc account.

BENEFITS OF DCC

Customer become a lifetime member of the club

Customer can redeem dcc points at the time of final billing
Customer gets keep on updating with latest offers, schemes, activities etc. via emails,
sms and direct mailing.
MAJOR COMPETITORS OF HyperCITY IN HAM PRODUCTS

Croma
Vijay sales
Kohinoor
E Zone
Shehnai
Next

SPACE ON HIRE

Space on hire means Hyper CITY gives space to the different companies for the advertisements
of their product.

MEANS OF SPACE ON HIRE

Travelator branding
Drop downs
Danglers
Glass fasate
Tran slide boxes
Fixtures
Pillar branding
Portals
FNV pillars
Cash till poles
Pillar cladding
End capes
Discovery pillars
Plinth display
ENDCAP

TROLLY BRANDING

IN STORE ACTIVITIES

In store activity includes all the promotional activities which are done inside the store. These
are the very important drives for Hyper CITY which are the very helpful to increase the sales of
different departments. Some of the in-store activities are-

Fathers Day
 Drawing competition
Cycling race

RESTAURANT TIE UP

In this promotional activity, we gone to the different restaurants in the catchment area (Malad,
Goregaon, Andheri, Bangur nagar) of Hyper CITY. We pitched the restaurant owner to give
some discounts to our members of Hyper CITY. Those customers who are having the
membership card of Hyper CITY. We gone to 5 restaurants and approached them.
DATA ANALYSIS
AND
INTERPRETATION
Q.1 Have you ever seen any promotional activity or advertisement done by
Hyper CITY, Noida?

Column1

47
53 YES
NO

INTERPRETATION FOR QUESTION NO. 1

The analysis shows nearly half of the total samples (53 percent) surveyed have seen the
promotional activities.

Promotional activity had large impact of existing as well as potential customers.

Our analysis also proves that there are customers (47 percent) who have not seen any of the
promotional activity, but visit Hyper CITY.
Q.2 By which source you have seen the promotional activity?

SOURCES
40 36
35 Newspaper
30 24
25 20
20 14 leaflets
15
10 6
5 in store
0
Word of
mouth
others
(sms,email)

The sources in which the customers have seen the advertisement

Sources newspapers Leaflets In store Word of Others

activity mouth (SMS,
emails

Percentage 36 24 percent 14 percent 6 percent 20

percent percent
INTERPRETATION FOR QUESTION NO. 2

Newspapers are the cheapest source/media where promotional activities reach every customer,
either existing or new customer.

36 percent of them were influenced through newspaper advertisements.

Leaflets and other sources via electronics (SMS, E-mail) stands next to newspapers. (24 percent
customers seen ads through leaflets and 20 percent received ads either trough SMS/E-mail.)

In store ads (14 percent) had very less influence.

Q.3 How often do you come for shopping at Hyper CITY?

FREQUENCY
60
53
50

40
32 Always
30 sometimes
very often
20 first time
13
10
2
0
Always sometimes very often first time

Frequency of the customers to come at Hyper CITY

Frequency Always Sometimes Very often First time

percentage 53% 32% 13% 2%

INTERPRETATION FOR QUESTION NO. 3

This analysis proves that customers do visit Hyper CITY very frequently.

53 percent of the customers say they like to come only at Hyper CITY. They dont like to go
any other places for shopping

The range of products and the ambience attracts customers. This is indirectly proven from this
analysis. (53 percent of customers always visit Hyper CITY).

32 percent of the customers say they come hyper CITY but they also go to the other places as
well.

13 percent of the customers say they come very often for the shopping at Hyper CITY.

2 percent of the customers say this is the first time they are coming to hyper CITY for the
shopping.
Q.4 What kind of products do you purchase at Hyper CITY?

PRODUCTS
60 57

50

40

30 GROCERY
19 19 FASHION
20
ELCTRONICS
10 FURNITURE
4
0

The products usually purchased by the customers

products Grocery Fashion Electronics Furniture

percentage 57% 19% 19% 4%

INTERPRETATION FOR QUESTION NO. 4

The analysis shows 57 percent of the customers come to Hyper CITY for purchasing
GROCERIES.

Though Hyper CITY in Malad offers wide range of products, there is less preference for fashion
and electronics products in the region.

Furniture is hardly sold in Hyper CITY

Customers for furniture are almost very few (4 percent) from the samples.
Q.5 Have you ever purchased anything because of the promotion you seen?

Series 1
80
70 67
60
50
40 GROCERY
30 FASHION
20 18 ELECTRONICS
11 FURNITURE
10 4
0

Products purchased by the customers because of the promotion.

Products Grocery Fashion Electronics Furniture

Percentage 67% 11% 18% 4%

INTERPRETATION FOR QUESTION NO. 5

This question was raised to see the promotional effects on the purchase.

Groceries purchase showed the highest among various products offered by Hyper CITY.

It is nearly 67 percent of the total samples.

Electronic purchase is the next product which is done by customers other than groceries (18
percent are observed).

Fashion products do not have any effects of promotions done by Hyper CITY FASHION and
FURNITURE products do not have any influence.
Q.6 Do you think the visual merchandising is helpful to attract the customer?

VISUAL MERCHANDISING

9
YES
91 NO

91% customer says the visual merchandising is helpful to attract the customers

9% customer says the visual merchandising is not helpful to attract the customers

INTERPRETATION FOR QUESTION NO. 6

Visual merchandising is very helpful to the customer.

91 percent of them are attracted by visual merchandising.

Visuals proved to be a better form of attracting customers other than newspapers and SMS or E
mail ways of doing advertisements.
Q.7 Are you aware of the hyper weekly offers?

OFFERS
60 51
50
40
28 HYPER
30 WEDNESDAY
20 12 FRIDAY
9
10 BLOCKBUSTER
0 BOTH

NO

The various weekly offers of Hyper CITY

Weekly offers Hyper Friday Both No

Wednesday blockbuster

Percentage 12% 9% 28% 51%

INTERPRETATION FOR QUESTION NO. 7

Our observations proved that nearly 51 percent of the Hyper CITY customers are not aware of
Hyper weekly offers.

During weekly offers, discounts are given on many products. This helps in increasing sales.

Hyper Wednesday and Friday blockbuster are among such weekly offers by Hyper CITY.

Very less percentage of the samples knew about the Hyper CITY offers. (28 percent expressed
they are not aware of offers).
Q.8 Do you have a Discovery Club Card?

DCC

42

58 YES
NO

58% customer says they are having the membership card of HyperCITY

42% customer says they are not having the membership card of HyperCITY

INTERPRETATION FOR QUESTION NO. 8

Discovery club is the membership card for Hyper CITY customers.

58 percent of them have the membership cards through which they do purchases.

Membership card facility will be useful to redeem points followed by gift vouchers.
Q.9 Are you satisfied with the discovery club card?

SATISFACTION
70 65
60
50
40
YES
30 NO
19 NOT YET USED
20 16
10
0
YES NO NOT YET
USED

65% customer says yes, they are quite satisfied with the card.

19% customer says they are not satisfied with the facility of the card.
INTERPRETATION FOR QUESTION NO. 9

65 percent of the customers from our samples are satisfied with discovery club card.

Though cards are given for regular customers 16 percent of them have not at all used the
membership facilities.

Our analysis is also shows that 19 percent of them are not satisfied with the membership
facilities.

It appeared membership cards do not have any impact on Hyper CITY customers.

16% customers having the card but they have not yet used the card or redeem the points.
Q.10 What kind of offers do you like?

Series 1
70 66
60
50
40
30 DISCOUNT ON
21
20 13 MRP
10 FREE GIFTS
0
DISCOVERY CLUB
POINTS

The offers liked by the customers

Offers Discount on MRP Free gifts Discovery club

points

Percentage 66% 21% 13%

INTERPRETATION FOR QUESTION NO. 10

The offers given by Hyper CITY and is largely on discounts on MRP.

Nearly 66 percent of customers are satisfied with discount offers.

Free gifts are given to members of the Hyper CITY.

21 percent of the customers are satisfied with free gifts, which is again followed by Discovery
club points (13 percent customers).

Discounts on MRP, the strategy of Hyper CITY is really a better promotional activity to boost
up the sales.
Q.11 How would you rate the promotional activities done by the Hyper
CITY?

RATINGS
5
4.5
4 VISUAL
3.5 MERCHANDISING
3
2.5 NEWSPAPER
2
1.5
1
0.5 LEAFLETS
0
ACTIVITIES IN THE
STORE
WORD OF
MOUTH

The ratings of promotional activities given by the customers

Activities Visual Newspaper Leaflets Activities in Word of

merchandising the store mouth

Percentage 4.5 1 2.5 3 2

INTERPRETATION FOR QUESTION NO. 11

The analysis was done to find out the customers rating on different ways of promotions of
Hyper CITY.

To a larger extent visual merchandising is proved a better means of promotion. (4.5 points)

Through newspapers were the other better sources to show the promotional activity, customers
did not rate it the better.

Leaflets, word of mouth were the better source other than visual merchandising which gained
importance
FINDINGS
FINDINGS

The promotional activities did have the influence on customers.

People are aware of promotional activities done by HyperCITY.
Among various means of doing promotions like newspapers, leaflets and catalogues are the better
means which attracted customers.
Customers always visited HyperCITY because of better ambience and quality products.
Among many products offered, maximum sales happens is for the groceries section at HyperCITY.
This is because quality products are offered.
Weekly offers are not given importance by the customers.
Many of the customers are not aware of offers given such as hyper Wednesday, Friday blockbuster
etc.
Discovery club card (membership card) is satisfactory among the customers
Many customers did purchases, but did not avail the benefit of membership (DCC) card.
Ambience and comfortable atmosphere rather proved to be gaining momentum for HyperCITY.
CONCLUSION
CONCLUSION

The target segment of Hyper CITY is niche class people mainly and they dont come for any offers so Hyper
CITY doesnt need to do the advertisement very frequently. The customers come for shopping because of the
standard of the store, the quality of the products, hygiene and the world class ambience which gives them a
very comfortable atmosphere
RECOMMENDATIONS
RECOMMENDATIONS

Many of the customers are not aware of the Hyper weekly offers so try them to make them aware
Many of the customers said that the customer associate doesnt respond very well so train them thus
they can help the customers.
Follow up of the HAM section is not very good. So try to give better after sales service thus customer
can come back again and again.
Many of the members of DCC are not getting the emails and sms from HyperCITY so update the
customer information while enrolling the customers
REFERENCES
REFERENCES

www.hypercityindia.com

www.wikipedia.com

www.google.com

BOOKS

RESEARCH METHODOLOGY
ANNEXURE
 Questionnaire

Name Of Customer ____________________

Area Of Residence ___________________

Q.1 Have you ever seen any promotional activity or advertisement done by
Hyper CITY, Noida store?

Yes
No

Q.2 By which source you have seen the promotional activity?

Newspaper
Leaflets, catalogues
Radio
In Store
Word of Mouth
Others __________________

Q.3 How often do you come for shopping at Hyper CITY?

Always
Sometimes
Very often
First time
Q.4 What kind of products do you purchase at Hyper CITY?

Grocery
Fashion
Electronics
Furniture
Q.5 Have you ever purchased anything because of the promotion or advertisement you
Seen?

Grocery
Fashion
Electronics
Furniture

Q.6 Do you think the visual merchandising is helpful to attract the customers?

Yes
No

Q.7 Are you aware of the Hyper Weekly Offers?

Yes
No
Q.8 Do you have a Discovery Club Card?

Yes
No

Q.9 Are you satisfied with the Discovery Club Card?

Yes
No
Not yet used

Q.10 What kind of offers do you like?

Discount on MRP.
Free gifts
Discovery club points
Q.11 How would you rate the promotional activities done by the Hyper CITY?

Poor Average Good Very Excellent

Good
Visual
merchandising
Newspaper
Advertisements
Leaflets,
catalogues
Activities in the
Store
Word of
Mouth
(Announcement)

Q.12 Would you like to give any suggestions related to promotional activities
or advertisement
 Done balloon
decoration on occasion of
th
11 year anniversary
Type of VM element which are
used

Acrylic Sun board Vinyl Solvent

Eco Glossy Matt

solvent lamination lamination

Sizes of signage
 A3 A4 A5
signage signage signage

A6 A7 Shelf
signage signage talker
Shelf talker

Dangler

Drop down
Done display at store

VM elements
Base Data
plate strip
Magnetic
Peg
clip
Hooks
 Flipchart

A3 Bin
frame
A4
frame
A5
frame

A6 Gondola
fame
Plinth
Flex

Browser Telesco
pe
Nesting
table
stand
Shelf
talker
Mannequ
ins leturn
Done offer dropdown
Done mannequins
styling
5 Types of signage
papers
 How to make order
sheet
Create a new file in CDR ( Coral draw
x7)
The select the text tool bar
Description about the art work
What Category u
want ? material will
Which
be usedsize
Which ? u want ?
How much quantity u
want ?
Process of order sheet

Order sheet Content sheet Approval Print

Challan
Raise the PO Inward (3 types of Sent to the store
challan)

Then submit to
Bill comes from
PO approval finance
vendor
department
 Color blocking
In summer we use light to dark color

In winters we use dark to light color

We do color blocking by using vigor

VIGYOR ( violet , indigo, green , yellow , orange and red)

How to make a
signage
Signage is made in power point

At the top we mention the MRP & NOW prices of the product

The size we use in 66 and front we use is Arial black

Description always written in full form

No short form is used

At the below we mention the name of the product

VARITEY OF FLOOR
& WALL FIXTURES
 VARIETY OF
MANNIQUINS
 Suggestion
Canteen Should have coffee machine so that if any staff need it he/she can have it

Canteen food should have more improvement in quality and taste

staff should be on the floor for customer service

Product should be aligned properly

Vendor should come on time for execution

song should be good and classy so that if the customer come at the store he shop more

Conclusion
Fashion department should have color blocking

Food section should have full stock at store

Meat and fish department should have fresh product

Fashion department should have all size which consumer wants

WIFI should be work in good condition

Car parking should be free of cost

Canteen should be in good condition