A Project Report on

A Study on “CONSUMER BUYING BEHAVIOUR” Towards lulu

hypermarket at Edappally,Kochi.

A Project Report submitted to Markaz law college in partial fulfillment of

the requirement for the award of BBA;LLB integrated bachelors degree

By
NESAMUDHEEM

REGD.No.LMAPLBA039

Under the guidance of:

Mr. Ibrahim K P
Assistant Professor,
Department of Management studies
Markaz law college , Kaithapoyil, Calicut (dist).

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DECLARATION

I NESAMUDHEEN hereby declare that the project titled

“CONSUMER BUYING BEHAVIOUR towards LULU MALL
HYPERMARKET (EDAPALLY)” submitted by me as part of partial
fulfillment
for the award of the BBA;LLB INTEGRATED BACHELORS DEGREE at
Markaz Law college ,kaithapoyil, calicut(Dst) is a record of bonafide work
done by me.

I also declare that this report has to my knowledge is my own and is

neither submitted to any other university nor published any time before.

Date:
Name:

Place:

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CERTIFICATIFICATION

This is to certify that the project report titled “CONSUMER BUYING

BEHAVIOUR towards S LULU MALL HYPERMARKET
(EDAPALLY)” carried out in lulu mall, kochi is being submitted by
NESAMUDHEEN, in partial fulfillment for the award of BBA;LLB
INTEGRATED BACHELORS DEGREE to Markaz Law
college,kaithapoyil,calicut(Dst) is a record of authentic work carried out by
him under my guidance and supervision.

The results embodied in this has not been submitted to any

other University or Institute for the award of any Degree or Diploma.

Name and address of the Guide: signature of

guide:
IBRAHIM K P
Assistant Professor,
Department of management studies,
Markaz Law college, kaithapyil, Calicut (dist).

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ACKNOWLEDGEMENT

I express my sincere thanks to Mrs. Anju N Pillai Principal Markaz

Law college, kaithapoyi, Kozhikode (dist) for helping me in many ways
throughout the period of my project with her valuable support.

I express my sincere and heart full thanks to my Internal guide

Mr. Ibrahim K P for his encouragement and valuable support and guidence
in bringing the present shape of my work.

I sincerely owe my respect and gratitude to Mr. Ditex George Assistant

Professor Department of management studies, for his continuous and patient
encouragement during all times of my project and helped me in completing
this study successfully.

I express my sincere and heart full thanks to all my teachers

for their encouragement and valuable support in bringing the present shape
of my work.

I express my Special thanks to my organization guide Mr. Rajive K P

(HR Manager) of Lulu international shoping mall pvt. Ltd. Edappally, kochi
who extended their kind support to completing my project.

I thank every employee of Lulu international shoping mall pvt. Ltd for
his/her help and guidance in completing my project. I also greatly thank all
the customers (The GODS of my Project) without whose feedback this
project would stand nothing.

I am deeply indebted to my parents and family members for their warm

love and support throughout my life. In addition I am grateful to all those
who helped
directly or indirectly for completing this project work successfully.

Nesamudheen.

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ABSTRACT

Research in common man’s language refers to a search for

knowledge. One can also define research as a scientific and
systematic search for pertinent information on a specific topic, in
fact research is an art of scientific investigation.

Research is done to gain familiarity with a phenomenon

event / product / service or to determine the frequency with which
something occurs, with which is associated with something else or
to test a hypothesis of casual relationship between variables.

In short customer buying behavior research is the objective

and
formal process of systematically obtaining, analyzing and
interpreting the data for actionable decision making in customer
buying behavior in the organization (Lulu hypermarket, in my
study).

The basic objective of this study is to analyze the customer

buying behavior in Lulu hypermarket,kochi. And this research
was carried out from kochi customers who were main targets for
this study. Customers were asked about their perception towards
Lulu hypermarket.

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TABLE OF CONTENTS

CHAPTER TOPIC PAGE NO

1. INTRODUCTION
2. OBJECTIVES
CHAPTER 1 3. RESEARCH METHADOLOGY
4. SCOPE 7 - 13
5. LIMITATION

CHAPTER 2 1. REVIEW OF LITERATURE 14 - 25

1. INDUSTRY PROFILE
CHAPTER 3 2. COMPANY PROFILE 26 - 43

1. DATA ANALYSIS AND

CHAPTER 4 INTERPRETATION 44 - 63

1. FINDINGS
CHAPTER 5 2. SUGGESTIONS 64 - 66

1. BIBILIOGRAPHY
CHAPTER 6 2. QUESTIONNAIR
67 -71

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CHAPTER 1

1. INTRODUCTION
2. OBJECTIVES
3. RESEARCH METHADOLOGY
4. SCOPE
5. LIMITATION

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INTRODUCTION:

Marketing is the moving and exciting activity in everybody activities.

The sellers, distributors, advertising agencies, consultants, transporters,
financers, store agencies and every one as a counter are part of the marketing
system.

Any exchange process be it consumer, goods, intermediary goods,

services of ideas, comes under the preview of marketing. It is very often
regarded that the development of markets and marketing is synonymous with
the economic development of account. In the ever-growing corporate world,
marketing is being regarded as a crucial element for the success of an
Enterprise.

The marketing discipline is undergoing fresh re aparisal in the light of the

vast global, technological, economic and social challenges facing today’s
companies and countries. Marketing at its best is about value creation and
raising the world’s living standards. Today’s winning companies are those
who succeed most in satisfying, indeed delighting their target customers.

As quoted by P.P.Drucker “Marketing is so basic that it cannot be

considered a separate function. It is whole business seen from the point of
view of its final result, that is, from the customer’s point of view. Business
success is not determined by the producer but by the customer”

Philip Kotler has therefore defined marketing as “it is a social and

managerial process by which individuals and groups obtain what they need
and want through creating, offering and exchanging products of values with
others”. Many Indian companies espouse a satisfied customer philosophy
and describe marketing as customer-satisfaction engineering. Since the
economy in this country has changed from a primary condition of scarcity to
gradual and steady stage of affluence, largely giving consumers the
opportunity to choose among many varied alternatives, satisfaction has
become a major concern of business.

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INTRODUTION TO CONSUMER BEHAVIOR:

One thing that we have in common is that we all are consumers. In fact

everybody in this world is a consumer. Every day of our life we are buying
and

consuming an incredible variety of goods and services. However, we all

have

different tastes, likes, dislikes, and adopt different behavior patterns while

making purchase decisions.

The term consumer behavior refers to the behavior that consumers

display

in searching for purchasing using evaluation and disposing in searching for

purchasing using evaluating and disposing of products and services that they

exact will satisfy o how individuals make decisions to send their available

resources (time, money and effort) on consumption related items. It includes

the

study of “What they buy”, ”Why they buy”, “When they buy it”, “Where
they

buy it”, “how often they buy it” and “how often they use.

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OBJECTIVES

Primary objective :–

To understand consumer buying behavior in lulu hyper market

Secondary objectives: –

1. To understand the perception of hypermarket customers regarding

their purchases from hypermarkets .
2. To understand the motivating factor of customers in purchasing from
lulu hyper market .
3. To understand the purchasing capacity of the customers .
4. To understand the satisfaction level of lulu-hypermarket customers
based on their perception.
5. To evaluate the purchase interval of the customers.
6. To evaluate the purchase experience of the customers regarding
quality , products , service of salesman .

NEED FOR THE STUDY:

Customers consider various factors for purchasing products fom a

hypermarket. The factors they consider are based on certain demographic
variables such as income, age, occupation etc. It also depends on attributes
and life Performance of the customer buying behavior becomes essential to
get a competitive edge.

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RESEARCH METHODOLOGY

The survey technique is intended to secure one or more items of

information from a sample of respondents who are representatives of a larger
group.
The information is recorded on a form known as questionnaire. As
data
are gathered by asking questions from persons who are believed to have
desired
information, the method is known as questionnaire technique.

REASONS FOR WIDE USE OF THIS METHOD:

It can secure both quantitative and qualitative information directly from
the respondents.
It is the only method of directly measuring attitudes and motivations.
It is quite flexible in terms of the types of data to be saaembled, the
method of collection or the timing of research.
Meaning of Research
According to D. Slessinger and M. Stephenson in the Encyclopedia of
social sciences define research as “the manipulation of things, concepts or
symbols for the purpose of generalizing to extend, correct or verify
knowledge,
whether that knowledge aids in construction of theory or in the practice of an
art”.
TYPES OF RESEARCH

Exploratory Research:

Exploratory research studies are also termed as formulate research studies.

The main purpose of such studies in that of formulating a problem for more
precise investigation or of developing the working hypothesis forms an
operational point of view.
Descriptive Research:

Diagnostic Research studies determine the frequency with something

occurs or its association with something else.
In this project, information pertaining to customer needs satisfaction and
their demographic profile was collected; hence it is a descriptive research.

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1) Primary data:

Meaning: Primary sources of data are the data which

needs the personal efforts of collect it and which are not readily available.
Primary source of data are the other type of source through which the data
was
collected.

Following are few ways in the data was collected:

1. Questionnaires: It is the set of questions on a sheet of paper was being

given to the of fill it, bases on which the data was interpreted.

2. Direct interviewing: Direct interviewing involved the process where I

asked
the questions directly to the customers and I got the feedback.

2) Secondary data:
Secondary sources are the other important sources through which the data
was collected. These are the readily available sources of the data where one
had need not put much effort to collected, because it is already been
collected and part inan elderly manner by some researcher, experts and
special.

The secondary sources helpful for the study were

1) Text books like marketing management research methodology

2) Internet was made use for the collection of the data.
3) News papers were also referred.
4) Business magazines were referred.

3) Sample size:

By using judgment random sampling technique 90 respondents are

selected for the purpose of the study.

4) Period of study:

The study is undertaken in the duration of 21 days.

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5) Research approach:

The survey method was adopted for collected the primary data.
Survey research is systematic gathering of data from respondent through
questionnaire.

6) Research instrument:
The data for this research study was collected by survey technic using
interview method guided by questionnaire.

7) Collection of Data:
Questionnaire and personal interviews are the methods that I have
used for collecting the data.

SCOPE OF THE INTERNSHIP: The scope of the study is only limited in

LULU HYPERMARKET Kochi. This report covers department of
hypermarket only. In this hypermarket include many outlets contain mini
departmental store, food courts, restaurant, etc. and it was managed to have
respondents randomly from all areas

LIMITATIONS:
Time has been a major constraint throughout the study as it has been only
for duration of 21 dats
As this survey was restricted to one hypermarket only this cannot be
stated
as an in depth research on this subject.
Enough care is taken in formulating the questionnaire, still some errors
may creep in.
The consumer behavior varies according to different products.
Quality verses price was not taken into the consideration.
The project is based on the interview methodology by a stured
questionnaire and the personal skills of the person undertaking the project
affect the results.

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CHAPTER 2
1. REVIEW OF LITERATURE

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CONSUMER BUYING BEHAVIOR

Definition:
Consumer behavior refers to the mental and emotional process and the
observable behavior of consumers during searching, purchasing and post
consumption of a product or service.

Consumer behavior involves study of how people buy, what they buy,
when they buy and why they buy. It blends the elements from psychology,
sociology, sociopsychology, anthropology and economics. It also tries to
assess the influence on the consumer from groups such as family, friends,
reference groups and society in general.

Buyer behavior has two aspects: the final purchase activity visible to any
observer and the detailed or short decision process that may involve the
interplay of a number of complex variables not visible to anyone.

What influences consumers to purchase products or services? The

consumer buying process is a complex matter as many internal and external
factors have an impact on the buying decisions of the consumer.

When purchasing a product there several processes, which consumers go

through. These will be discussed below.

Purchase decision:

Through the evaluation process discussed above consumers will reach

their final purchase decision and they reach the final process of going
through the purchase action e.g. The process of going to the shop to buy the
product, which for some consumers can be as just as rewarding as actually

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purchasing the product. Purchase of the product can either be through the
store, the web, or over the phone.

Post Purchase Behavior:

Ever have doubts about the product after you purchased it? This simply is
post purchase behavior and research shows that it is a common trait amongst
purchasers of products. Manufacturers of products clearly want recent
consumers to feel proud of their purchase, it is therefore just as important for
manufacturers to advertise for the sake of their recent purchaser so
consumers feel comfortable that they own a product from a strong and
reputable organization. This limits post purchase behavior. i.e. You feel
reassured that you own the latest advertised product.

Factors influencing the behavior of buyers:

Consumer behavior is affected by many uncontrollable factors. Just think,

what influences you before you buy a product or service? Your friends, your
upbringing, your culture, the media, a role model or influences from certain
groups?

Culture is one factor that influences behavior. Simply culture is defined

as our attitudes and beliefs. But how are these attitudes and beliefs
developed? As an individual growing up, a child is influenced by their
parents, brothers, sister and other family member who may teach them what
is wrong or right. They learn about their religion and culture, which helps
them develop these opinions, attitudes and beliefs (AIO) . These factors will
influence their purchase behavior however other factors like groups of
friends, or people they look up to may influence their choices of purchasing
a particular product or service. Reference groups are particular groups of
people some people may look up towards to that have an impact on

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consumer behavior. So they can be simply a band like the Spice Girls or
your immediate family members. Opinion leaders are those people that you
look up to because your respect their views and judgments and these views
may influence consumer decisions. So it maybe a friend who works with the
IT trade who may influence your decision on what computer to buy. The
economical environment also has an impact on consumer behavior; do
consumers have a secure job and a regular income to spend on goods?
Marketing and advertising obviously influence consumers in trying to evoke
them to purchase a particular product or service.

Peoples social status will also impact their behavior. What is their role
within society? Are they Actors? Doctors? Office worker? and mothers and
fathers also? Clearly being parents affects your buying habits depending on
the age of the children, the type of job may mean you need to purchase
formal clothes, the income which is earned has an impact. The
lifePerformence of someone who earns £250000 would clearly be different
from someone who earns £25000. Also characters have an influence on
buying decision. Whether the person is extrovert (out going and spends on
entertainment) or introvert (keeps to themselves and purchases via online or
mail order) again has an impact on the types of purchases made.

Maslow’s Hierarchy of Needs:

Abraham Maslow hierarchy of needs theory sets out to explain what

motivated individuals in life to achieve. He set out his answer in a form of a
hierarchy. He suggests individuals aim to meet basic psychological needs of
hunger and thirst. When this has been met they then move up to the next
stage of the hierarchy, safety needs, where the priority lay with job security
and the knowing that an income will be available to them regularly. Social
needs come in the next level of the hierarchy, the need to belong or be loved

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is a natural human desire and people do strive for this belonging. Esteem
need is the need for status and recognition within society, status sometimes
drives people, the need to have a good job title and be recognized or the need
to wear branded clothes as a symbol of status.
But how does this concept help an organization trying to market a product
or service?
Well as we have established earlier within this website, marketing is
about meeting needs and providing benefits, Maslow’s concept suggests that
needs change as we go along our path of striving for self-actualization.
Supermarket firms develop value brands to meet the psychological needs of
hunger and thirst. Harrods develops products and services for those who
want have met their esteem needs. So Maslow’s concept is useful for
marketers as it can help them understand and develop consumer needs and
wants.

CUSTOMER :

A competitor, in order to achieve the loyalty of the customers, offer an

endless information flow on the products and services and thereby
continuously educates the customer about the opportunities in the market.
Therefore today even an ordinary person, is in possession of the large
amount of data to use for the purpose of making a decision as to which
products/ services he would go in for. The competitive environment is
making the customer wisher day by day and he is able to take a large number
of decisions on his own. The experts’ advice of the olden days is being
replaced by the customer’s own wisdom. This is making the market place
more complicated and unpredictable. The customer is getting smarter today
and he is able to decide his own money’s worth and therefore, organization
across the board are `pursuing the customer’s views to streamline their
business strategies to remain customer- worthy.
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People are the prime factor for any organization to maintain the
effectiveness and thus develop the right focus for the people, so that each
one perceives as clearly as possible his position in the cycle of growth and
prosperity of the organization. Agendas will have to be drawn in such a
manner and communicated so effectively that the individual is able to enjoy
a meaningful life in the organization, endowed with authority and
responsibility for the role he plays.
“One should be able to see for oneself the impact of the
contributions one has made towards the growth and prosperity cycle of the
organization. As a matter of fact the relationship between the people and the
organization should be so designed that each one is here to experience the
pleasure of winning and pain of losing. People alone are of no significance
unless and until they have an intimate and continuous interaction with the
process”.
Therefore organization have to take continuous care to update their
quality of the people and that of processes simultaneously so that a healthy
relationship is built up and maintained making the relationship happy and
healthy one. This, when done, should generate in people a sense of
entrepreneurship ownership of the organization.

“Since the customer are the main focus of any organization its
structure should be so flat i.e., people fluently interact with the customer and
maintain continuous feedback about the customer’s moods and methods in
order to shape its business portfolio and strategies”.

It is very important to find whether the fundamentals of the

organization are getting strong as desired. It is therefore rightly said that a
well trained army with quality arms and ammunitions and with a sense of
involvement can got the nations frontiers inn desirable and dependable

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manner similarly: people at the operation level with superior competency
and capability supplied with superior products and strategies can acquire a
place for an organization in the market place. Retail outlets are the contact
points of the customers and therefore the image of the organization largely
depends upon the quality of the people managing the interventions and
transactions at the level.

The Consumer Market:

The consume market consists of all the individuals and households

who buy or acquire goods and services for personal consumption. The
simplest model consumer buyer behavior is the stimulus – response model.
According to this model marketing stimuli ( the four Ps) and the major
forces (economic, technological, political, cultural) enter the consumer’s
“black box” and reproduce certain responses.

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Social factors influence buyer’s behavior. A person’s reference
group-family, friends, social organizations, professional associations-
strongly affect product and brand choices. The buyer’s age, life-cycle stage,
occupation, economic circumstances, lifePerformence, personality, and other
personal. Characteristics influence his or her buying decisions. Consumer
life-Performences the pattern of acting and interacting in the world are also
an important influences on purchase decisions.

Finally, consumer-buying behavior is influenced by four major

psychological factors- motivation, perception, learning, and beliefs and
attitudes. Each of these factors provides a different perspective for
understanding the workings of the buyer’s black box.

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How Consumers Buy:

So now that we have discussed the factors influencing a consumer’s

decision to purchase, let’s examine the process itself. This process is
presented in a sequence of 5 steps as shown below.

However, whether a consumer will actually carryout each step depends on

the type of purchase decision that is faced. For instance, for minor re-
purchases the consumer may be quite loyal to the same brand, thus the
decision is a routine one (i.e., buy the same product) and little effort is
involved in making a purchase decision. In cases of routine, brand loyal
purchases consumers may skip several steps in the purchasing process since
they know exactly what they want allowing the consumer to move quickly
through the steps. But for more complex decisions, such as Major New
Purchases, the purchasing process can extend for days, weeks, months or
longer. So in presenting these steps marketers should realize that, depending
on the circumstances surrounding the purchase, the importance of each step
may vary.

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Factors Influencing Consumer Behavior:

The marketers try to understand the actions of the consumers in the

marketplace and the underlying motives for such actions. These motives are
the factors that influence the consumer behavior. These are:

Psychological Factors:

The human psychology plays a crucial role in designing the consumer’s

preferences and likes or dislikes for a particular product and services. Some
of the important psychological factors are:

 Motivation
 Perception
 Learning
 Attitudes and Beliefs
Social Factors:

The human beings live in a complex social environment wherein they are
surrounded by several people who have different buying behaviors. Since the
man is a social animal who likes to be acceptable by all tries to imitate the
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behaviors that are socially acceptable. Hence, the social factors influence the
buying behavior of an individual to a great extent. Some of the social factors
are:

 Family
 Reference Groups
 Roles and status
Cultural Factors:

It is believed that an individual learns the set of values, perceptions,

behaviors, and preferences at a very early stage of his childhood from the
people especially, the family and the other key institutions which were
around during his developmental stage. Thus, the behavioral patterns are
developed from the culture where he or she is brought up. Several cultural
factors are:

 Culture
 Subculture
 Social Class
Personal Factors:

There are several factors personal to the individuals that influence their
buying decisions. Some of them are:

 Age
 Income
 Occupation
 Lifestyle
Economic Factors:

The last but not the least is the economic factors which have a significant
influence on the buying decision of an individual. These are:

 Personal Income
 Family Income
 Income Expectations

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 Consumer Credit
 Liquid Assets of the Consumer
 Savings
These are some of the underlying factors that influence the consumer
behavior, and the marketer must keep these in mind, so that appropriate
strategic marketing decision is made.

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CHAPTER 3
1. INDUSTRIAL PROFILE
2. COMPANY PROFILE

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INDUSTRY PROFILE

Retail industry largest industry, accounting for are 10% of the

country’s
GDP and around 8% of the employment retail industry in India is at the cross
roads.
It has emerged as one of the most dynamic and fast paced industry
with
several players entering the market, but because of the heave intial
investment
required break even is difficult to achieve and many of these players have
not
tasted success so far.
However the future is promising; the market is growing,
government
policies are becoming more favorable and emerging technologies are
facilitating
operations.
Retailing in India is gradually inching its way towards becoming
the
next boom industry. The whole concept of shopping has altered in terms of
format and consumer buying behavior ushering in a revolution in shopping
in
India.

SOMEKEY FACTORS:

RETAIL IS India’s largest industry accounting for over 10% of the

country’s GDP and around 8%of the employment.
The market size of th Indian retail industry is about US $312 billion.
Retailing in India is gradually inching its way towards becoment the next
boom industry.
A large young working population with average age of 24 years.

Retailers differ from industrial companies in that they do not produce

tangible products. They purchase merchandise from manufacturers in large
quantities for resale to consumers at a profit. The domestic Retail Store
industry is mature and highly competitive. Many retailers have been in
business for the better part of a century and, thus, have had time to fully
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cover targeted markets. These companies must provide desirable products,
while managing inventory and controlling costs, to succeed. From an
investment perspective, the sector generally tracks the broader stock market,
on average. Some retail stocks can be volatile, though, making them best
suited for short-term accounts. However, there are a few well-established
companies suitable for the conservative investors.

ECONOMIC INDICATORS:

Consumer spending typically accounts for some two-thirds of Gross

Domestic Product. Therefore, GDP trends usually indicate the health of the
retail sector. In addition, measures of Consumer Confidence help gauge
consumer spending and savings rates, which also relate to the performance
of retailers. In tough times, consumers, having less disposable income, limit
their outlays to necessary day-to-day items.

Conversely, during strong economic periods, consumers are more willing

to make big-ticket purchases. Observers should also keep watch on the
Consumer Price Index. Most retailers resist absorbing higher wholesale
prices, and attempt to pass on any increases to their customers. At a certain
point, however, consumers will push back against price hikes, and retailers'
sales and margins will then come under pressure.

RETAIL CATEGORIES:

There are many types of retailers. Consumers can afford to be choosy

about where they shop, and retailers often distinguish their offerings through
promotional activity. What sets one retailer apart from another is the quality,
quantity, price, and selection of products available. Full-line department
stores offer moderately priced products across several merchandise
categories-for example, home appliances, electronics, cookware, linens, and
apparel. Specialty department stores depend more on apparel, accessories,
and cosmetics. Upscale specialty department stores, marketing top American
and European fashion designer merchandise, charge a premium for their
wares.

Aside from department stores, industry observers will find discounters.

Discounters sell a broad selection of everyday items, such as stationary,
sporting goods, toys, hardware, and over-the-counter pharmaceuticals. As
growth opportunities diminished, a number of discounters began offering
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groceries to gain business. Another type of company is the wholesale club.
Wholesale clubs have a lineup similar to that of discounters, but what sets
them apart is they sell products from warehouse-like centers in bulk
packages, under no-frills, self service terms, and charge a membership fee.
Membership fees make up a large portion of operating profit.

SALES:

One of the most straightforward ways retailers can expand sales is by

opening new stores. It should be kept in mind, though, that new locations
initially entail increased operating costs, some of which are fixed.
Management must be careful not to open new stores in close proximity to
existing ones. Doing so often results in sales cannibalization.

Historical and planned store counts lend a view to a company's

expansion strategy. For instance, during a recession, well-heeled retailers
may try to gain share by developing stores within competitors' territories.
Cash-strapped companies, on the other hand, may retrench, closing low-
profit locations. The ability to build or lease new stores depends on a
company's cash balance, debt, and available credit. Leasing property requires
less capital and permits quicker expansion than does construction, but long-
term agreements can make it difficult to close underperforming stores when
cash needs to be conserved. New stores allow retailers to boost year-to-year
sales matchups.

A better measure of sales growth is comparable store sales, or comps,

which only include locations in existence for at least one year. If comps rise,
profits post greater gains, since they do so with little additional fixed costs.
Should comps fall, the retailer may have to streamline its operations to
maintain profit margins. One way a retailer can improve comparable store
sales is to accurately anticipate what merchandise its target demographic will
find the most desirable.

This can prove especially difficult for companies that sell apparel, since
consumers tend to be rather fickle with regard to their individual fashion
tastes. An effective advertising campaign, appealing store layout, and
attractive signage are also ways that companies can increase traffic and sales.
Furthermore, retailers have had to develop attractive websites to compete
against a growing number of online competitors.

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GROSS MARGIN:
The difference between the prices retailers pay manufacturers for their
goods and the prices they charge is called the markup. Cost of sales is what
is paid to the manufacturers plus outlays for freight, store occupancy,
employees, insurance, and utilities. Gross margin is a good measure of how
well a company builds sales, sets the markup, and controls costs and
expenses.
Proper inventory management is vital. Too much inventory increases
carrying costs and forces markdowns to improve turnover. (Turnover is the
cost of sales divided by the average value of inventory over a given period.)
Conversely, an overly lean inventory may translate into lost sales
opportunities. Generally, the higher the turnover, the greater the flexibility in
setting the markup; this improves the chances of maximizing profit.

RETAIL INDUSTRY AND HYPERMARKET IN:

A hypermarket is a retail store that is a combination
of grocery supermarket and departmental store. For example: Wal-Mart
Super centre, Reliance, Big Bazaar etc where consumer is provided with an
enormous retail facility with full line of groceries and general merchandise.
People were overwhelmed with the choices available at hyper market which
made it a big hit all over the country.

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A. Hypermarkets in India:

Hypermarket retail industry was considered more vivacious than ever

because of the industrialisation, macroeconomic performance of the country
and need of organised retail segment. Due to modernisation and
technological growth there was growth in personal disposable income in the
last 15 years which made it necessary to have giant retail story where
everything is easily accessible.
Best part that attracted lot of customers were less prices of hypermarket
as they tried to sell product at less margin thus making consumers addicted.
Big retail store had advantage of selling high volumes of merchandise,
therefore they had greater purchasing power as compared to small retailers
which in turn apply pressure on vendors, potentially securing discount on
goods that their rivals cannot get from the vendors. This allow the
hypermarkets company to sell merchandise at lower than its competitor.
Hypermarket was giant, fully AC and completely organised which became
the reason as a day out place for people. Similarly, to beef up the margins,
hypermarkets in India continuously strived to bring down the share of
branded products, substituting them with the store brands like MORE stores
have their own brand breads and pulses in their stores. No category was left
unexplored.
B. Challenges:

Hypermarket being so giant in size occupy large floor space thus larger
cost are in the form of rentals. Being fully AC and organised they have huge
expenditure on electricity bills, cleaning and salary. Initially it was the
excitement of new store, so they worked fine but once the novelty wore off
such stores started to struggle with the cost because people were not buying
enough. Moreover, there were always some traditional grocery shoppers who
relied on kiranas and their local vendors. Hypermarket was unable to sustain
the low prices and increasing prices meant the loss of customers. The
retailers became fearful of their plight as eventually hypermarkets started to
shut down. For example, Big apple who had about 20 stores within 5 km
were closed to merely 1 store within 10 km
In India people are highly dependent on kiranas shop near their place that
provide good discount and have cordial and personal relation with each
customer. They even provide the facility of home delivery.

Page | 31
Challenges faced by hypermarkets in India:

A.Internal Factors

1.Lack of historical data

2.Wrong merchandising mix
3.Retail margin is very less for FMCG Products
4.Wrong Location
5.Price Point Misalignment

B. External Factors

1.Saturation
2.High cost of Real states
3.Diverse taste and preferences
4.Buying Behavior
5.Competition with kirana stores
These are the internal and external factors that are also the
challenges faced by hypermarket in India.

C. Future of Hypermarket in India:

It is predicted by market researchers that in the near buy future
hypermarkets will be replaced by blend of online and offline shopping that is
people will be depending upon online sites like grofers for their grocery
shopping as people are growing accustomed to the benefits of digital in other
retail setting. Online shopping will reduce the inconvenience of walking
down to hypermarkets and would have better discounts and leverages.

Page | 32
COMPANY PROFILE

LULU Mall, in the city of Kochi, Kerala, is the largest shopping mall in India

in terms of total area With an average daily footfall of more than 80,000, it is
one of the most visited places in Kerala. Spanning 17 acres (6.9 ha) with a
total built up area of more than 2.5 million square feet the mall has a total
retail space of 1.7 million square feet. The mall was opened on March 2013.
It contains more than 215 outlets, including food courts, restaurants, family
entertainment zones, a multiplex, ice skating rink and bowling alley The
estimated cost for this project is more than ₹16 billion or US$250 million
The property is owned and managed by Yusuff Ali M.A. Chairman and
Managing Director of Lulu Group International, which has extensive
business in retail, hospitality, real estate etc. Lulu Mall in Kochi was their
maiden retail venture in India.

Lulu Hypermarket (stylized as LuLu Hypermarket) is an Indian business

owned hypermarket chain and retail company headquartered in Abu Dhabi.
It was founded in 2000 by Yusuff Ali M.A. who hails from Nattika
, Thrissur district in India..Lulu Hypermarket is one of the divisions
of Indian multinational conglomerate company“Lulu Group International”.
Lulu has over 40,000 employees of various nationalities.

It is one of the largest retail chains in Asia and is the biggest in Middle East
with 150 outlets in the Gulf Cooperation Council (GCC) countries. Lulu
Hypermarket is administrated by Lulu Group International which also have
13 malls all over the GCC Countries, Lulu International Shopping Mall
largest mall in India along with Marriott Hotels & Resorts, Kochi in the
same Lulu campus and largest mall in Malaysia. Research firm Deloitte,
recently placed it amongst the world’s 50 fastest growing retailers. Lulu has
also started Lulu Convention Centre in Thrissur which is spread across an
area of 18 acres (73,000 m2) with a built-up area of 160,000 square feet
Page | 33
(15,000 m2). Lulu's project of Lulu Bolgatty International Convention
Centre in Bolghatty Island is one of the largest Convention Centre in South
Asia along with the third largest Grand Hyatt branded hotelin the same
campus. In 2016, Yusuff Ali M.A. founder of Lulu purchased the Scotland
Yard Building in London.According to 2013, Yusuff Ali holds 9.37 per cent
share in Cochin International Airport. Lulu Group International has bought a
10 per cent stake in the UK-based trading firm, East India Company, and a
40 per cent stake in its fine foods subsidiary for around $85 million in total.

HISTORY:
Lulu Group International opened its first supermarket in Abu
Dhabi, United Arab Emirates, in 1995, when the retail business scenario in
the region started to change with the entry of Continent (now Carrefour).
Later, more Lulu Supermarket stores were opened in different parts of Abu
Dhabi There are also several Lulu stores found in the emirate of Dubai. In
the late 1990s, the Lulu Center department stores were launched, and the
group expanded to other countries in the Middle East.

In 2000, the first Lulu Hypermarket store was opened in Dubai. With this
launch, the Group embarked on an aggressive expansion plan. It soon grew
into a chain with several outlets across the UAE, Kuwait, Qatar, Kingdom of
Saudi Arabia, Bahrain, Oman, and Yemen. On March 10, 2013, Lulu
Hypermarket was opened in Kochi, India at Lulu Mallwhich is the largest
shopping mall in India.Lulu group also plans to invest Rs 1,000 crore to set
up an international convention centre, a five-star hotel and a mall
in Lucknow, India. They have also started construction of Lulu mall
in Trivandrum, which on completion will be the second biggest mall in India
after the one in Kochi.

Page | 34
OPERATIONS:

Around the Middle East:

As of November 2017, there are 138 Lulu Hypermarkets in

the GCC countries, one in India at Kochi, Kerala and one each in Malaysia
and Indonesia.

International:
In April 2013, Lulu Group launched its UK operations
in Birmingham with the inauguration of a logistics and packaging facility
under the name, Y International. The 20,000 sq ft facility procures and
exports food, non-food, chilled and frozen products of British origin to Lulu
Hypermarkets spread across the Gulf countries. Date coding and labeling for
different countries, translation of labels, Halal and other relevant
certifications are also carried out here

About 60 British nationals are employed at the facility which hopes to

create 200 jobs soon. In May 2014, following the visit of Prime
Minister Najib Razak to United Arab Emirates, a memorandum of
understanding between Lulu Hypermarket and the Federal Land
Development Authority Federal Land Development Authority (FELDA) was
signed for the establishment of ten Lulu Hypermarkets in Malaysia.

There are three malls in the capital city, Riyadh and one each
in Khobar and Jubail . Latest outlet opened in Riyadh in July 2018. And
other locations are given below.

Page | 35
LOCATIONS:

Country First store Number of stores

United Arab Emirates 2000 Numerous stores across 7 emirates.

Oman 2005 19

Bahrain 2007 6

Saudi Arabia 2009 6

Kuwait 2007 6

Qatar 2000 6

Egypt 2010 1

India 2013 2

Yemen 2006 1

Indonesia 2016 2

Malaysia 2016 1

Page | 36
VISION:

To become a truly global retail brand by retaining our No.1 position in

the organized retail sector of the regions we operate in and strive to be the
most preferred employer for our current and future multi-ethnic employees.

MISSION:

To provide a unique shopping experience to our customers with

unmatched quality in terms of products & services, while continuously
exploring new market opportunities and adding value to all our business
associates.

VALUES:

 Integrity
 Teamwork
 Accountability
 Innovation
 Commitment


LULU CO-BRANDED CREDIT CARDS:

LuLu Hypermarket has partnered with banks in the Middle East to create
co-branded cards that help loyal customers gain special privileges and
rewards every time they shop. The ADCB LuLu Credit Card in association
with the Abu Dhabi Commercial Bank (ADCB) helps users gain points on
every AED 1 spent at any Lulu outlet in the UAE.

The LuLu Doha Bank Shopping Credit Card in association with Doha
Bank gives cardholders a 5% rebate on every purchase made from a LuLu
outlet in Qatar. Shopping points can also be accumulated and redeemed on
purchases

Page | 37
OWNERSHIPS:
Lulu Hypermarket is owned by the parent company LuLu Group
International.LuLu Group International also owns Twenty14 Holdings,
which owns hotels across the world.

Anchor stores & Mini departmental stores:

 LULU Hypermarket, on the ground floor is the largest hypermarket in
India, covering an area of 2 lakh sq. ft.
 The other anchor stores include Lulu Fashion Store, Lulu Connect,
Lulu Celebrate, PVR Cinemas and Sparkys.
 The mini departmental stores at the mall include Westside and Marks
& Spencer.

Multiplex:
 The mall features a 71,000 square feet (6,600 m2), 9 screen PVR
Cinemas multiplex on the second floor, with exclusive entry elevators
from outside.

Leisure zone
 The third floor has a leisure zone which includes an indoor climbing wall,
ice skating rink, 5D Cinema, arcade gaming zone, rides, party hall and a
12 lane bowling alley.

Five-Star Hotel:
Adjacent to the shopping mall is a Marriott Hotel. The hotel stands at a
height of 84 meters and has a Helipad

Lulu is the fastest growing retail chain in the Middle East.

Lulu Group International today is a highly diversified entity with

operations spanning a vast geographical landscape. Spearheaded by the retail

Page | 38
division, the Group has interests in Imports & Exports, Trading, Shipping,
IT, Travel & Tourism and Education.

The group is currently active in 21 countries and operates 136 retail stores.
The group has announced a massive expansion plan over the next 10 years.

Hypermarkets, Supermarkets and Department Stores :

The Group opened its first supermarket in the early nineties in Abu
Dhabi and gradually expanded to cover different parts of Abu Dhabi. With
the launch of LuLu Centers, the department store format, the Group began to
expand in other Emirates and by the late nineties had firmly established its
presence in the regional retail sector.

The year 2000 saw the Group embark on an aggressive expansion plan
with the opening of the first LuLu Hypermarket in Dubai. The rest as they
say is history. Today the LuLu Hypermarkets, Supermarkets and Department
Stores control 32% of the retail market share with 136 stores spread across
the GCC, India and Egypt and is regarded as the retail pioneer constantly
setting new benchmarks for the industry.

Firmly following the tagline "LuLu, where the world comes to shop", the
Group has always tried to be a one stop shop for the multi-ethnic community
of the region with an international mix of products as well as staff of
different nationalities. The 500,000 plus shoppers who patronize LuLu daily
are the true testament to the popularity of the LuLu brand.

Shopping Malls:

Line Investment & Property LLC (LIP), a wholly owned subsidiary

is charged with spearheading the Group's foray into the shopping mall and

Page | 39
mixed use project segment. In the last 6 years of its operations, LIP has
successfully launched several major projects viz., Mushriff Mall, Khalidiyah
Mall, Al Wahda Mall, Al Raha Mall, Mazyad Mall and Al Foah Mall. It has
also won the management rights of the prestigious Madinat Zayed Shopping
Centre and Gold Centre in Abu Dhabi

Currently this division is working aggressively to launch new projects in

Dubai, RAK, Muscat, Doha, Kuwait, Bahrain and Saudi Arabia with 11
malls in various stages of construction. Currently LIP manages a Gross
Leasable Area (GLA) of more than 8 Million sq.ft and plans to add another 5
Million sq.ft of prime retail space in 2012 with new malls in Abu Dhabi,
Fujairah, Muscat, Doha, and Kochi in India.

Fresh & Frozen Foodstuff :

Large scale import and wholesale distribution of fast moving
consumer goods enable the Group to stay competitive in the dynamic
marketplace. Direct imports guarantee quality products with excellent value
for money while state-of-the-art logistics ensures their effective distribution
to the retail network. EMKE Stores handle a wide range of FMCG and are
reputed ship chandlers in Abu Dhabi while EMKE General Trading takes
care of the Dubai & Northern Emirates markets with a well trained staff and
a large fleet of modern delivery vehicles.

Retail & Wholesale Distribution:

Al Tayeb Cold Stores are the exclusive importers of many of the leading
brands in frozen meat, poultry, vegetables and dairy products viz., Doux,

Frangosul, Dat Schaub, Tyson and Heinz Watties. This division has an
excellent infrastructure setup including extensive cold storage facilities and

Page | 40
distribution network. Al Tayeb Meat Est. undertakes import and distribution
of fresh and frozen Indian meat and poultry

Matchmaking event Target sectors:

- Private label products

- FMCG (branded)

- Fresh meat

- Frozen food

- Fruits and Vegetables

Warehouse:

Emmay Logistics (India) Private Limited is a third-party warehousing,

transportation and logistics provider (3PL) to manufacturers, importers and
distributors within the supply chain of domestic and international commerce
in Kerala. Our services include warehousing and distribution operations,
contract warehousing, public warehousing and extensive value added
services. The cost effective and efficient container transportation to our
warehousing facilities enables your products to be ready for distribution
within the shortest possible time frame.

When Lulu, a powerful brand presence in the hypermarket business in

Middle East opened their first retail store in Cochin, India at their mall, a
warehousing facility not far away from the mall was required to support this
hypermarket. An extensive warehousing facility was developed in Aluva
about 15 km from the Lulu Mall. Situated at the Aluva-Munnar State
Highway at Asokapuram the warehouse facility lies 15 kms away from the
Kochi International Airport and 20 kms away from the modern

Page | 41
Vallarapadam Sea Port. Apart from Lulu, the ware houses are being let out
as readymade space to other companies also. The warehouses are designed
with state of the art utilities including cold rooms for perishables making it
the preferred choice of many companies.

Emmay Logistics was established on 05th July, 1950 by a dynamic team of

qualified and experienced professionals with many years of experience in the
shipping industry. Promoted by Mr. Yusuff Ali M.A of Emke Group, Abhu
Dhabi along with his family members, Emmay Logistics has today emerged
as an end-to-end logistics provider with a huge client base catering to many
industries with capabilities starting from import, warehousing, and stock
movement across geographies, to packing / repacking, order processing and
delivery anywhere within our operating limits. Leveraging on extensive
domain expertise and in depth understanding of the dynamic market
conditions, we focus on total customer satisfaction and high standards of
quality which give us an edge over competition. Our services are widely
acknowledged for their timely delivery and flexibility.

We offer a comprehensive suite of Logistics solutions that address the

needs of your entire product life cycle drawing upon our experience and
expertise to reduce costs, increase efficiency and continuously maximize
supply chain value of our customers. With our scalable services we can
support supply chain requirements throughout the product life cycle to
deliver the greatest return on investment for your products. Our huge
warehouses help us to handle all your freight warehousing, logistic
warehousing and distribution needs.
Our team of expert professionals supervise the warehousing process and
ensure the products remain safe in the warehouses till their final distribution.
Our professionals help the customers with the catalogues and understand

Page | 42
their needs and requirements in detail to provide optimal solutions to protect
their goods from any kind of damages. These services are provided to our
customers at very reasonable rates and within the specified time frame. Our
services are highly in demand by various manufacturing units, logistics,
supply chain management and many other industries.

Page | 43
CHAPTER 4
DATA ANALYSIS AND INTERPRETATION

Page | 44
SEX OF THE RESPONDENTS:

GENDER NO OF RESPONDENTS PERCENTAGE

Male 25 27.7 %

Female 65 72.2 %

Total 90 100 %

GENDER
80.00%
72.20%
70.00%

60.00%

50.00%

40.00%

30.00% 27.70%

20.00%

10.00%

0.00%
MALE FEMALE

INFERENCE: 72.20% of respondents are female.

Page | 45
AGE GROUP OF THE RESPONDENTS:

AGE NO OF RESPONDENTS PERCENTAGE

20 below 15 16.6 %

20 - 40 40 44.4 %

41 - 60 30 33.3 %

61 above 05 05.5 %

Age
5.50%

16.60%

20 below
33.30% 20-40
41-60
61 above
44.40%

INFERENCE: 44.40% customers are between the age of 21-40.

Page | 46
OCCUPATION OF THE RESPONDENTS:

OCCUPATION NO OF RESPONDENTS PERCENTAGE

professional 22 24%
service 8 9.0%

Business 24 27%
Home maker 32 36%

Student 4 4.0%

occupation
40%
36%
35%

30%
27%
24%
25%

20%

15%

10% 9%

4%
5%

0%
professional service business homemaker student

INFERENCE: 36% of customers are home maker females.

Page | 47
INCOME PER MONTH OF THE RESPONDENTS:

INCOME NO OF RESPONDENTS PERCENTAGE

Rs.10000 and below 18 20%

Rs.10000-15000 42 47%

Rs.15000-30000 17 19%

30000 and above 13 14%

Income per month

14%
20%

Rs.10000 and below

19% 10000-15000
15000-30000
30000 and above

47%

INFERENCE: 47% of respondents having income between 10000-15000.

Page | 48
IMPORTANCE OF UPDATED PRODUCTS, QUALITY OF PRODUCTS,
PRICE OF PRODUCTS AND EASE OF FINDING PRODUCTS .

A.Updated products:

STATEMENT NO OF RESPONDENTS PERCENTAGE

Extremely important 45 50.0 %

Important 30 33.3 %

Not important 15 16.6 %

50

50
45
40
33.3
35
extremely important
30
Important
25
16.3 Not important
20
15
10
5
0
updated products

INFERENCE: 50 % of respondents give extreme importance for updated

products.

Page | 49
B.Quality of products:

STATEMENT NO OF RESPONDENTS PERCENTAGE

Extremely important 60 66.6 %

Important 25 27.7 %

Not important 05 5.50 %

5.5

27.7
Extremely important
important
Not important

66.6

INFERENCE: 66.6 % out of 90 respondents give extreme importance for

quality of product.

Page | 50
C.Price of products:

STATEMENT NO OF RESPONDENT PERCENTAGE

Extremely important 40 44.4 %

Important 30 33.3 %

Not important 20 22.2 %

22.2

44.4
extremely important
33.3 important
not important

INFERENCE: 44.4% out of 90 respondents give extreme importance for

price of products they purchase.

Page | 51
D. Ease of finding products:

STATEMENT NO OF RESPONDENTS PERCENTAGE

Extremely important 47 52.2 %

Important 38 42.2 %

Not important 05 05.5 %

5.5
100%
90%
80% 42.2

70% Not important

60% Important
Extremely important
50%
40%
52.2
30%
20%
10%
0%

INFERENCE:

52.2% of respondents give extreme importance for ease of finding products.

Page | 52
MOTIVES OF RESPONDENT:

MOTIVES NO OF RESPONDENT PERCENTAGE

Discounts and offers 11 12 %

Advertisement 16 18 %

Verity of choices 38 42 %

Need of products 25 28 %

MOTIVES
45% 42%

40%

35%

30% 28%

25%

20% 18%

15% 12%

10%

5%

0%
Discounts and Advertisement verity of choices need of products
offers

INFERENCE: 42% Of the customers are motivated by verity of choices.

Page | 53
PURCHASING CAPACITY :

RATE No of respondents Percentage

Less than 1000 12 13 %

1000-5000 22 24 %

5000-10000 18 20 %

10000-15000 25 26 %

15000 and above 15 17 %

AVERAGE SPENDING OF MONEY PER

MONTH

30%
26%
24%
25%
20%
20% 17%
13%
15%

10%

5%

0%
Less than 1000-5000 5000-10000 10000-15000 15000 and
1000 above

INFERENCE: 26 % of respondents spent between 10000-15000.

Page | 54
SATISFACTORY LEVEL OF THE RESPONDENTS:

A.Updated products:

STATEMENT NO OF RESPONDENTS PERCENTAGE

49 54.4 %
Extremely satisfied
33 36.6 %
Satisfied
06 06.6 %
Dissatisfied
02 2.22 %
Extremely dissatisfied

60
54.4

50

40 36.6
Extremely satisfied
Satisfied
30
Dissatisfied
Extremely dissatisfied
20

10 6.6
2.22
0

INFERENCE:

54% of customers out of 90 respondents are satisfied with the up dated

products of lulu hypermarket.

Page | 55
B.Quality of products:

STATEMENT NO OF RESPONDENTS PERCENTAGE

Extremely satisfied 65 72.2 %

Satisfied 23 25.5 %

Dissatisfied 02 02.2 %

Extremely dissatisfied 00 00.0 %

2.2

25.5
Extremely satisfied
Satisfied
Dissatisfied
72.2 Extremely dissatisfied

INFERENCE:

72.2% out of 90 respondents are extremely satisfied regarding quality of

hypermarket products.

Page | 56
C.Price of products:

STATEMENT NO OF RESPONDENT PERCENTAGE

Extremely satisfied 43 47.7%

Satisfied 25 27.7%

Dissatisfied 18 20.0%

Extremely dissatisfied 4 4.40%

35

30

25

20

15

10

0
Extremely satisfied Satisfied Dissatisfied Extremely dissatisfied

INFERENCE:

47.7 % out of 90 respondents are Extremely satisfied with the products.

Page | 57
D.Ease of finding the products:

STATEMENT NO OF RESPOMDENTS Percentage

Extremely satisfied 54 60.0%

Satisfied 29 32.2%

Dissatisfied 06 6.60%

Extremely dissatisfied 01 1.10%

6.6 1.1

Extremely satisfied

32.3 Satisfied
Dissatisfied
60 Extremely dissatisfied

INFERENCE:

60% of respondents out of 90 are extremely satisfied in ease of finding

products.

Page | 58
PURCHASE INTERVEL OF RESPONDENTS:

INTERVEL NO OF RESPONDENT PERCENTAGE

Daily 15 17%

Weekly 25 28%

Monthly 28 31%

Occasionally 13 14%

Rarely 09 10%

100%
10%
90%
14%
80%
70%
31% Rarely
60%
Occasionally
50% Monthly
40% Weekly
28%
30% Daily
20%
10% 17%

0%

No of respondents

INFERENCE: 31 % Of respondents have occasional purchasing.

Page | 59
ACCEPTANCEREGARDING TIME OF PURCHASE, ASSISTANCE OF
EXECUTIVE, AMBIENCE OF STORE AND PRICE

A.Can purchase with time and effort :

ACCEPTANCE LEVEL NO RESPONDENTS PERCENTAGE

Strongly agree 18 20%
Agree 32 36%
Neutral 30 33%

Disagree 5 06%

Strongly disagree 0 00%

No of respondents
0%

6%
20%

Strongly Agree
Agree
33%
Neutral
Disagree
Strongly disagree

36%

INFERENCE: 36% of respondents agree that the are able to purchase with
time and effort.

Page | 60
B.Adequate assistance of sales executives:

SATISFACTION LEVEL NO RESPONDENTS PERCENTAGE

Strongly agree 30 33.30 %
Agree 23 25.50 %
Neutral 20 22.20 %
Disagree 12 13.30 %

Strongly disagree 05 05.50 %

No of respondents

5.50%
13.30%
33.30%
Strongly Agree
Agree
22.20%
Neutral
Disagree
25.50%
Strongly disgree

INFERENCE: 33.30% of the respondents are strongly happy the service of

sales executives.

Page | 61
C.Ambience of Hyper market :

SATISFACTION LEVEL NO RESPONDENTS PERCENTAGE

Strongly agree 45 50.0 %

Agree 25 27.7 %

Neutral 20 22.2 %

Disagree 0 00.0 %

Strongly disagree 0 00.0 %

percentage
00

22.20%

Strongly Agree
Agree
50% Neutral
Disagree
Strongly disgree
27.70%

INFERENCE: 50% of the respondents agrees with the ambience of store.

Page | 62
Reasonableness of price over product :

SATISFACTION LEVEL NO RESPONDENTS PERCENTAGE

Strongly agree 25 28%

Agree 40 44%

Neutral 18 20%

Disagree 5 6%

Strongly disagree 2 2%

No of respondents
2%

6%

28%
20% Strongly Agree
Agree
Neutral
Disagree
Strongly disgree

44%

INFERENCE: 44% of respondents agree with reasonableness price over

Product.

Page | 63
CHAPTER 5
1. FINDINGS
2. SUGGESTION

Page | 64
FINDINGS

From the respondents of 90 customers the findings can be listed as:-

 As per the findings all are having the awareness of Lulu Hyper
Market. We can say that Lulu Hyper Market have good place in the
minds of the customers.
 As per the findings 72.2% customers of Lulu Hyper Market are
females.
 The customers who were mainly between the age of 21-40 years are
shopping at Lulu Hyper Market.
 As per findings 36% of respondents are home makers and 27% of
respondents are professionals.
 As per findings majority of respondents give more importance to
quality of products.
 As per findings verity of choices in Lulu Hyper Market is a good
motivating factor for the customers to purchase from Lulu.
 As per the findings majority of customers makes an average purchase
of 10,000-15,000 rupees in one purchase .
 As per findings majority of respondents are satisfied with quality of
products of Lulu Hyper Market.
 As per findings majority of respondents visit Lulu Hyper MarketLulu
Hyper Market monthly. By this we can say that most of customers
coming Lulu regularly.
 As per the findings most of the respondents agree with the statement
that they purchase products with time and effort.
 As per findings majority of customers are happy with the assistance
from the sales executives.
 As per the findings majority of customers agrees that they get good
products with reasonable price.

Page | 65
SUGGESTIONS

An attempt has been made to bring few suggestions before the Lulu
Hyper Market . These suggestions have been made within the preview
of the data available.

1. Most of customers In Lulu Hyper Market are homemaker

women; So the company should conduct special programs to
them.
2. Most of the customers being to age group of 21-40 years. So,
company has to concentrate more on those people to enhance
the sales
3. The company must do some more promotional activities and
advertisement.
4. The company has to conduct the periodical meetings with
potential customers and take their valuable suggestions.
5. The company may provide more discounts cards and gifts to
customers while purchasing the products.
6. Company shall maintain the quality of products for which for
which majority of customers are giving great importance
7. The store staff should be trained adequately so as to convince
the potential buyers, because his performance on jobs has great
impact on sale of a product.

Page | 66
CHAPTER 6

1. BIBILIOGRAPHY
2. QUESTIONNAIR

Page | 67
BIBILIOGRAPHY

AUTHOR NAME REFERED BOOKS

1. PHILLIP KOTLER Principles of Marketing – 11th Edition

Prentice Hall India.

2. PHILLIP KOTLAR Marketing Management – Millennium

Edition.Prentice Hall India

3. V.S.RAMASWAMY & Marketing Management -7th Edition

NAMAKUMARI Millennium India Ltd.

4. RICHARD R STILL Sales Management -5th Edition

Prentice Hall India.

WEB SITES

1. WWW.GOOGLE.COM
2. WWW.HERO HONDA.COM
3. WWW.GOOGELFINANCE.COM
4. WWW.INDUSTRYSINDIA.COM

Page | 68
QUESTIONNAIRE
Dear sir/madam

I request you to kindly spare few minutes of your time to fill out this survey
for research purpose in order to enhance your shopping experience.

1. Gender
a. Female b. male

2. Age

a. 20 and below b. 21-40 c.41-60 d.61 and

above

3. Occupation
a. Professional
b. b. service
c. c. business
d. homemaker
e. student

4. Income per month

a. Rs. 10000 and below
b. 10000-15000
c. 15000-30000
d. 30000 and above.

5. Rateyourimportanceofthe following factors with respect to your

purchase in case of purchase from Lulu Hyper Market.(1- extremely
important, 2- important,3-not important)

a. Updated products
b. Quality of products
c. Price of products
d. Ease of finding products

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6. What motivates you for purchasing from Lulu Hyper Market
a. discounts and offers
b. advertisement
c. verity of choices
d. need of product

7. On an average how much do you spend in Lulu Hyper Market?

a. Less than 1000
b. 1000-5000
c. 5000-10000
d. 10000-15000
e. 15000 and above

8. What Is the level of satisfaction of the following factors from Lulu

Hyper Market according to your perception.(1-extremely satisfied,
2- satisfied, 3-dissatisfied, 4-extreamely dissatisfied )

a. Updated product

b. Quality of product

c. Price of product

d. Ease of finding product

9. How often do you purchase from Lulu Hyper Market

a. Daily
b. Weekly
c. Monthly
d. Occasionally
e. Rarely

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10. To what extend do you agree with the following statement about your
purchase from lulu Hypermarket regarding statements below:

Statements Strongly Agree Neutral Disagree Strongly

agree disagree
I purchase product with
time and effort
I get adequate assistance
of sales executives
I am happy with
ambience 0f hyper
market
I get good products with
affordable price

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