MC090404858 Final Project

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Final Project
Consumer perception regarding in-store environment: A comparative
study of two mega stores Metro & Hyperstar
A REPORT SUBMITTED TO THE DEPARTMENT OF MANAGEMENT SCIENCES,
VIRTUAL UNIVERSITY OF PAKISTAN IN PARTIAL FULFILLMENT OF THE
REQUIREMENTS FOR THE DEGREE OF MASTERS IN BUSINESS ADMINISTRATION
Submitted By
<< MC090404858 >>
<< Hasnain Shabir >>
Department of Management Sciences,
Virtual University of Pakistan

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EXORDIUM
In the name of Allah, the Compassionate, the Merciful.
Praise be to Allah, Lord of Creation,
The Compassionate, the Merciful,
King of Judgment-day!
You alone we worship, and to You alone we pray for help,
Guide us to the straight path
The path of those who You have favored,
Not of those who have incurred Your wrath,
Nor of those who have gone astray.

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DEDICATION
IN THE NAME OF ALLAH THE MOST BENEFICIENT, THE MOST MERCIFUL
To
Last Prophet
Hazrat Muhammad (P.B.U.H)
All my words dedicated with respect to
MY LOVING PARENTS AND RESPECTED
TEACHERS
Whose love and prays always accompanies me like a shining star whenever I was
in darkness and enable me to reach this stage.

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ACKNOWLEDGEMENT
By the grace of Allah the Almighty, which has enabled me to do this entailing hard work, I
always try to my level best and work hard .Different, great and innovative ideas come in mind and
strike with one another to give birth to one great, amazing and unbelievable idea. It is a matter of
great pleasure and privilege for me to write the final project report on Consumer perception
regarding in -store environment.
I am pleased to acknowledge the help from my project supervisor. He was always there for
guiding the students. His guidance and full attention on them results in getting best possible
knowledge and achieving high level of success. His guidance is very important for me. He provided
me valuable information. I am very grateful for his cooperation during the period of my final
project report completion. I learned how to collect project specifications and requirements;
Questionnaires Survey, Data Analyzing, Stores working, Consumers perception, etc.
Lastly but not least I want to thanks my parents, brother, sisters and friends for their constant
encouragement without which this final project report would not be possible.

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Executive Summary
Background
In my project, we worked on Consumer perception regarding in-store environment: A
comparative study of two mega stores Metro & Hyperstar. The most significant findings of the
report: People are more aware of the of the in-store environment of the stores. They want the
proper atmosphere in the store like lightening, décor, proper layout, shelving, background
music and friendly staff. As my sample size was small i.e.100 and I used convenience sampling
technique so my result is not as much desirable as it should be.
Purpose & Methodology of the Research
To measure the Consumer perception regarding in-store environment Brand Metro. To
measure the Consumer perception regarding in-store environment Brand Hyperstar.
Comparing consumer perception regarding in-store environment in both Brand Metro &
Hyperstar. To know how it provides products & services and satisfies their customers. A data
collection tool which I’ll use is Questionnaire. With the help of questionnaire we can extract
the thoughts, feelings, perceptions, or beliefs of persons. It could be planned or unplanned.
Sample size will be used 100 persons. I’ll use Convenience Sampling Technique. By using this
technique I can get information quickly and effectively.
Findings
The lighting in the store was accentuated the products that were displayed in Metro for agree
is 30% and for strongly agree is 46% where as for Hyperstar is 29% for agree and 36% for
strongly agree so, Metro lightening on products is better than Hyperstar. The Metro store kept
the product in such an organized way that it was easy to find out is 76% for strongly agree
where as in Hyperstar it is 40% so, in Metro allocation of products is more better than
Hyperstar. The store employees were more friendly and knowledgeable in Metro as for agree
category it is 62% in total and strongly agree is 110% in total where as for Hyperstar agree

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category is 62% in total and strongly agree is 76% in total so, Metro employees are more
friendly and trained in assisting the customers
The background music in both the stores were pleasing in Hyperstar strongly agree is 50% and
agree is 40% where as in Metro strongly agree is 50% and agree is 36%. In Metro music
volume was not accurate according to the most of the people opinions but in Hyperstar music
volume was accurate not too high and not too low. The Metro store decor is more pleasing
than Hyperstar as for Metro agrees is 30% and strongly agree is 50% where as in Hyperstar
its 28% and 65% respectively. Metro store layout was confusing and clustered for agree
category 26% and strongly agree is 50% where as for Hyperstar for agree category is 20%
and strongly agree 29%. According to the analysis people are more attracted towards Metro
store as compared to Hyperstar, as its lightening ,decor ,shelving and overall look of Metro is
more interesting and pleasing .Salespeople are very friendly and efficient. People found them
good helpers.
Recommendations
According to the analysis Metro needs to look at their stores layout. It should not be confusing
and congested for the people. Layouts should be properly organized and clear. It should be in
such a way that everything should be easy to access. The music volume should be suitable for
the customers. Metro should operate the music system properly. According to the analysis
Hyperstar lightening is not as much pleasing as it should be for the customers. They should
improve the lightening system. Hyperstar needs more improvement in its product allocation.
Products should be easy to accessible. Hyperstar needs to train their staff .How to assist the
customers. They should be well trained, friendly and helpful .Staff needs be more presentable
also.

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TABLE OF CONTENTS
PART1
CHAPTER NO. 1
INTRODUCTION………………………………………………………………….11
1.1 INTRODUCTION OF THE PROJECT……………………………………..12
1.2 BACKGROUND OF THE PROJECT……………………………….…..12
1.3COMPANY’S INTRODUCTION…………………………………….....12
1.4 LIST OF COMPETITORS………………………………..………………13
1.5 OBJECTIVES OF THE PROJECT………………………………...….14
1.6 SIGNIFICANCE OF THE PROJECT…………………….………….14
CHAPTER NO. 2
CONCEPTUAL REVIEW …..………………………………...………………….15
2.1 MARKETING MIX…………………………………….……………16
2.2 MARKET SEGMENTATION STRATEGIES……………….……...…..…16
2.3 TARGET MARKETING STRATEGIES…………………………....……17
IN-STORE ENVIRONMENT STORE A (METRO)
2.4 THE PROMOTIONAL AND ECONOMIC EFFECT………………...….……18
2.4.1DISCOUNTS………………………………………………..……...18
2.4.2 COUPONS………………………………………………..………..18
2.4.3 LOW PRICE…………………………………………….…….......19
2.5 THE ENVIRONMENT EFFECT……….…………………….……….…...20
2.5.1 IN-STORE PROMOTION…………………………………….…21
2.5.2 STORE DISPLAYS……………………………………………..22
2.5.3 SALESPEOPLE ASSISTANCE…………………………...….…..…. .22
2.5.4 CROWDING……………………………………..………………...23
2.5.5 IN-STORE MUSIC…………………………………….....23
CHAPTER NO.3
COMPETITOR ANALYSIS………………………………………………………24
3.1 INTRODUCTION OF THE COMPETITOR FIRM(S)……….…...…………..25
3.2 MARKETING MIX……………………….……………….…………26
3 . 3 M A R K E T S E G M E N T A T I O N S T R A T E G I E S … … … … . . . . 2 7

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3.4 TARGET MARKETING STRATEGIES………………………..………..…28
IN-STORE ENVIRONMENT STORE A (HYPERSTAR)
3.5 THE PROMOTIONAL AND ECONOMIC EFFECT…………...……….……29
3.5.1 DISCOUNTS………………………….…………………...….……29
3.5.2 COUPONS………………………………….…………...…….…...29
3.5.3 LOW PRICE……………………………….…..…………….……29
3.6 THE ENVIRONMENT EFFECT…….…………………...………….…….29
3.6.1IN-STORE PROMOTION………………………………..….………29
3.6.2 STORE DISPLAYS……………………………………..………...29
3.6.3 SALESPEOPLE ASSISTANCE…………………………..…………..30
3.6.4 CROWDING……………………………….……………………...30
3.6.5 IN-STORE MUSIC…………………………..……………………..31
CHAPTER NO.4
METHODOLOGY…………………………………………………………….…...32
4.1 DATA COLLECTION SOURCES………………………………………….33
4.1.1 PRIMARY SOURCES…………………………………….……………33
4.1.2 SECONDARY SOURCES……………………………….………………33
4.2 DATA COLLECTION TOOLS…………………………………………....33
4.3 SUBJECTS/PARTICIPANTS………………………………..…........……33
4.4 FIELDWORK/DATA COLLECTION………………………………..……33
CHAPTER NO.5
DATA PROCESSING, ANALYSIS & INTERPRETATION……….………34-56
CHAPTER NO.6
CONCLUSION, RECOMMENDATIONS AND LIMITATIONS………….…..57
6.1 CONCLUSION…………………………………………………………..58
6.2 RECOMMENDATIONS………………………………………………….58
6.3 LIMITATIONS…………………………………………………………..59

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PART 2
a) INTRODUCTION OF THE STUDENT………………..…………………...60
b) REFERENCES………………………………………………………….60
c) INDEX…………………………………………………………..…61-62

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CHAPTER 1
Introduction

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1.1 INTRODUCTION OF THE PROJECT
This project is about consumer perceptions related to two mega store. Mega store is a large
market in which different types of products are available for sale. Mega stores are a
physically large retail or wholesale organization, typically part of a chain. Megastore which
not only covers one type of product like only electronics or offices stationeries but it covers
huge range of different types of products. The store may sell general dry goods in which case
it is a department store, or may be limited to a particular specialty or may also sell
groceries, in which case some countries use the term hypermarket and also they sell not only
dry goods, they sell mostly all types of products like electronics, vegetables, fruits, meat,
groceries, shoes, apparel, toys, restaurant & cateress, industries & offices etc.
My research is on two mega stores which are Metro and Hyperstar. Mega stores are really
very easy and convenient place for consumers to get all the products in one place instead of
going to many other places for different products.
1.2 BACKGROUND OF THE PROJECT
In this project we are analyzed that the two mega stores which are offering almost the same
products but consumer perception is different for both the stores due to below mentioned
consumer imagery. Much professional people and staff than any other. But as it’s a retail
hyper market so prices are high as compared to metro. Metro offers high range for grocery,
crockery, electronics, bakery etc but prices are quite expensive. We are discussing here the
consumer perception regarding below consumer imagery.
 Positioning of Services
 Perceived Price
 Product Positioning and Repositioning
 Perceived Quality
 Retail Store Image
 Manufacturer Image
 Perceived Risk
1.3 COMPANY’S INTRODUCTION
1. METRO-Habib Cash & Carry Pakistan
METRO opened its first cash & carry wholesale center in Pakistan in 2007 & expanded to 5
wholesale centers in a short span of 18 months. In July 2012 METRO and Makro-Habib
combined their wholesale business in Pakistan marking the beginning of a long-term
partnership to the mutual benefit of both companies. The merger allowed METRO and
Makro-Habib to combine resources and gain the financial strength to lead and grow in a
challenging environment and to gain synergies targeted to generate value for our customers
and suppliers alike. Today the company is operating 9 wholesale centers in Lahore, Karachi,
Islamabad & Faisalabad.
METRO-Habib Cash & Carry Pakistan is part of METRO GROUP’s sales division METRO
Cash & Carry, the international leader in self-service wholesale. The company operates

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more than 700 stores in 29 countries in Europe, Asia and Africa and has a workforce of over
100,000 employees. Sales in 2011 were approximately 31 billion Euros.
Company’s Concept
The company has a simple and efficient business concept: cash & carry wholesale, which is
defined through its customer base: only professional customers are allowed to purchase at
METRO-Habib Cash & Carry, all of them duly registered and provided with a customer
card. It is not a super- or hypermarket chain for private consumption, but a modern form of
wholesale exclusively tailored to the needs of businesses and companies. The core customers
are small and medium-sized retailers as well as hotels, restaurants and caterers. The
company offers business customers a comprehensive product range both in food and non-
food and efficient business solutions to enhance the customer’s competitiveness in their own
markets.
2. Hyperstar Pakistan
Recognized as one of the most active shopping concept developers throughout the region, the
Group first introduced the hypermarket model to the Middle East in 1995. Majid Al Futtaim
Hypermarkets offers shoppers the same quality, variety and value-for-money that have made
the brand a household name to millions over the world.
Hyperstar reputation has been built, above all, on the quality and freshness of the products,
customer service and competitive prices. Selling goods with quality choices in food, personal
care, communication, leisure, entertainment and household goods while continually meeting
the needs of local consumers in 2009, with the ranging from needed to refrigerate food to
clothes under one roof, is trendy as shoppers pick specialized stores. Hyperstar’s own retail
brands are a significant medium for brand differentiation and customer loyalty, contributing
substantially to the organization’s growth in sales.
Thanks to our massive buying power, we guarantee to cut costs and keep our prices low - no
wonder more than 2,000,000,000 people worldwide shop with us every year! As well as
unbeatable value, we've also got unbeatable choice - you'll find over 100,000 items always in
stock!
1.4 LIST OF COMPETITORS
 METRO-Habib Cash & Carry
 Hyperstar Pakistan
1.5 OBJECTIVES OF THE PROJECT
1. To measure the Consumer perception regarding in-store environment Brand Metro
2. To measure the Consumer perception regarding in-store environment Brand Hyperstar
3. Comparing consumer perception regarding in-store environment in both Brand Metro &
Hyperstar

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1.6 SIGNIFICANCE OF THE PROJECT
This research is intended to compare the marketing strategies regarding consumer
perception of Metro and Hyperstar in Whole sale & retail segment because these are big
stores which are vital for economic growth of Pakistan. It begins with analyzing and
comparing their marketing environments. Then it analyzes the marketing strategies two
ways: basic strategy and corporate strategy of the retails & wholesale industry.
The success of a business depends upon its ability to attract and retain customers that are
willing to purchase goods and services at prices that are profitable to the company.
Consumer perception describes how customers and potential customers view a company and
its products and services. Consumer perception is important to businesses since it can
influence consumer behavior, which ultimately affects the profitability of a business. Many
businesses spend large amounts of resources to influence consumer perceptions.
Furthermore, as the research is about consumer perception of Megastore in Pakistan and
their impact to the consumers. It is known that these megastores are going through a
maturity stage and having an aggressive marketing and promotional campaigns. This
Research study is based on the data obtained regarding the Megastore in Pakistan. They are
namely Metro and Hyperstar are under cut-throat competition in the market and as a result
of their marketing strategies, price reduction is going on between the megastore, which have
been beneficial way to the consumers at large and they are enjoying utility and economy but
also the fact that they spent heavily to avail different offers from
Megastore like price reduction, promotions, quality services, door to door services, etc.

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CHAPTER 2
Conceptual Review

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2.1 MARKETING MIX
Marketing mix is a "mixer of ingredients". Marketing mix included product planning, pricing,
branding, distribution channels, personal selling, advertising, promotions, packaging,
display, servicing, physical handling, and fact finding and analysis. There are 4P’s of
marketing mix:
Metro store is also following all the Marketing mix. These marketing mixes are very essential
for increasing the product demand and sales. It’s very important to make the product
available for the customers at a right place, with right price, with convenient place and
through proper advertising media.
4P’S of Metro
Product:
They give more attention on Fast moving consumer goods but they don’t give service after
sale.
Price:

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They don’t offer very low prices as Metro is a proper brand name but they have all
economical prices. Customers can buy products from there according to their classes as they
offer products of all different brands.
Promotion:
We see that most of the time they promote their name with the following promotions.
 News Papers
 Magazines
 Bill board
 Pamphlets
 Catalogs
Place or Placement:
Metro has opened different branches in Saudi Arabia .In Jeddah, Riyadh, Dam am there are
many branches for the consumers convenience. They place some products to customers at
their desired place but it requires specific amount and distance regarding shopping.
2.2 MARKET SEGMENTATION STRATEGIES

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Metro is following these segmentation strategies:
 Demographic
 Geographic
 psychographic
Geographic:
They use geographic segmentation to divide the market into different units like continents,
cities, regions, countries and neighborhood by this segmentation they can take quick
snapshot of delimitated areas. They can also consider the climate differences between
geographic units
Demographic
They use demographic segmentation to divide them according to their ages, sex, education
and life style, income and social classes. As they are having all different kinds of brands so
they target different classes, ages and income rate consumers. People who are of upper
classes visits Metro store more than Hyperstar. We can say 60% upper class /elite class visits
Metro.30% middle class visits and 10% lower class visits.
Psychographic
They use this segment of marketing to divide them according to their life styles, usage rate,
benefit sought, occasions and loyalty.
2.3 TARGET MARKETING STRATEGIES

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In target marketing you have to target the customers for whom you are going to produce
products/services. After segmenting the market based on the different groups and classes,
you will need to choose your targets. No one strategy will suit all consumers groups, so being
able to develop specific strategies for your target markets is very important.
Metro follows these Target marketing strategies:
 Un-differentiated marketing
As they are offering services to all social classes, age groups, different income level rates.
They are having un-differentiated products in the store as they have different brands
product in one place so people can buy according to their income rate, life style and social
classes.
 Focused marketing
Metro use focused marketing to target the varies age groups like senior citizens, young male
and females, kids .They focused people of having different social classes, income level and
life styles. Different categories of people can go for shopping over there as it carries
different types of brands of different prices.
IN-STORE ENVIRONMENT BRAND A (METRO)
2.4 THE PROMOTIONAL AND ECONOMIC EFFECT
2.4.1 DISCOUNTS
Metro offers different discounts in varies products. They offer special discounts buy 1 get 1
free, buy 2 get 1 free etc. They attract the customers offering discounts like if customers will
do shopping up-till 500 Rupees then they can get anything of 200 Rupees free and this
amount increases on n on.
2.4.2 COUPONS
There is no coupons system in Metro store .Customer use credit card and membership card
service.
2.4.3 LOW PRICE

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Metro offers lower prices in various products. They offer low prices like 15% off, 25% and
even 50%. By offering low prices customers go for more shopping and as a result the sales
volume increases and they earn more profit.
2.5 THE ENVIRONMENT EFFECT
2.5.1 IN-STORE PROMOTION
Metro offers monthly and weekly promotions which attract many customers to go and avail
it. They offer promotions in all types of products like fruits, vegetables, grocery, crockery
items electronics items bakery items etc.

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2.5.2 STORE DISPLAYS

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Metro store display is very eye catchy and attractive for the customers. They have decorated
the stores with decent themes and pattern. In the store products/goods are displayed in a
proper pattern. The pattern of Metro’s layout has two types.
 Process Layout
 Fixed-Position Layout
2.5.3 SALESPEOPLE ASSISTANCE
Salespeople are very cooperative, efficient and friendly. They are on standby whenever the
customers need them, they are ready to assist them in finding out the location they need,
product information, price information etc.
2.5.4 CROWDING
Store layout and shelving is properly organized. There is a vast area in store so that crowd
can move easily over there. There is proper air conditions in the store so that people don’t
get tired while shopping over there. There is a huge space for the crowd. But some time
people complains of less aisle space when it is overcrowded otherwise it’s good and
comfortable to shop over there.

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2.5.5 IN-STORE MUSIC
For creating interesting environment they play background music also which people enjoy
while doing shopping. Customers mood changed into happiness if they feel music is pleasing
over there otherwise some customers don’t like background music they get disturbed with it.
Metro operating back ground music which majority of the people do like and appreciate
them by creating such a lively atmosphere.

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CHAPTER 3
Competitor Analysis

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3.1 INTRODUCTION OF THE COMPETITOR FIRM (HYPERSTAR)
a. MARKETING MIX
Hyperstar is also using marketing mix 4P’s for improving their marketing strategies.
Marketing mix is the basic tool of marketing without it no company can get success in their
business. Marketing mix is the key element for marketing .All the marketers have to include
there 4p’s for increasing the market share, growth rate, sales volume and to earn more and
more profits.
4P’S of Hyperstar
Product:
They give more attention on fast moving consumer goods but they don’t give service after
sale.
Price:
They charged very reasonable prices .Most of the middle class customers are of Hyperstar.
Customers can buy products from there according to their classes as they offer products of
all different brands But they take care of middle and low class more.
Promotion:
We see that most of the time they promote their name with the following promotions.
News Papers
Magazines
Bill board
Pamphlets
Catalogs

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Place or Placement:
Many branches are opened all over the Saudi Arabia for the convenience of the people.As
the branches located on the main road side are always crowded so they have opened many
other branches on different areas so that it will be easily accessible They place some
products to customers at their desired place but it requires specific amount and distance
regarding shopping.
b. MARKET SEGMENTATION STRATEGIES
Hyperstar is following these segmentation strategies:
 Demographic
 Geographic
Geographic:
They use geographic segmentation to divide the market into different units like continents, ,
cities, regions, countries and neighborhood by this segmentation they can take quick
snapshot of delimitated areas. They can also consider the climate differences between
geographic units.
Demographic
They use demographic segmentation to divide them according to their ages, sex, education,
income and social classes. As they are having all different kinds of brands so they target
different classes, ages and income rate consumers. People almost 60% of middle class
visits,30% of low class and 10% of upper class visits Hyperstar.

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3.4 TARGET MARKETING STRATEGIES
In target marketing you have to target the customers for whom you are going to produce
products/services. After segmenting the market based on the different groups and classes,
you will need to choose your targets. No one strategy will suit all consumers groups, so
being able to develop specific strategies for your target markets is very important.
Hyperstar follows these Target marketing strategies:
 Un-differentiated marketing
As they are offering services to all social classes, age groups, different income level rates.
They are having un-differentiated products in the store as they have different brands
product in one place so people can buy according to their income rate, life style and social
classes.
 Focused marketing
Metro use focused marketing to target the varies age groups like senior citizens, young male
and females, kids .They focused people of having different social classes, income level and
life styles. Different categories of people can go for shopping over there as it carries
different types of brands of different prices.
3.5 THE PROMOTIONAL AND ECONOMIC EFFECTS
3.5.1 DISCOUNTS
Hyperstar offers discounts by attracting more and more customers and as a result sales
volume will go up and profit will increase and demand will rises. Hyperstar offers discounts

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like buy 1 get 1 free, buy 2 get 1 free, buy 3 get 1 free and so on… They do offer discounts
like if customers have done shopping more than 600 Rupees then they will get 35% off in the
rest of the shopping. Hyperstar use different discounts techniques for attracting more and
more customers.
3.5.2 COUPONS
There is no coupons system in Hyperstar. They have credit card and membership card
system.
3.5.3 LOW PRICE
Hyperstar offers low prices for the benefits of the customers. Hyperstar offers low prices in
variety of products/goods like 10% off, 15% off, 25% off and even 50% off.
3.6 THE ENVIRONMENT EFFECT
3.6.1 IN-STORE PROMOTION
Hyperstar offers different promotions like weekly, monthly and yearly to attract more and
more customers .Customers get products in a very cheap prices.
3.6.2 STORE DISPLAYS

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Hyperstar store display is very decent they have very well organized shelving over there.
The store layout and pattern is very nice. They used proper themes and colors for attracting
customers. Overall store display is pleasing. The pattern of Hyperstar’s layout has two
types.
 Process Layout
 Fixed-Position Layout
3.6.3 SALESPEOPLE ASSISTANCE
Hyperstar salespeople are there for assisting the customers if they have any difficulty .Most
of the staff are well trained and well organized in assisting the people. Some people felt that
they need to cooperate more and they should get more awareness about what they are
offering and what not.
3.6.4 CROWDING
Hyperstar aisle space is more enough for the crowd. They can easily do shopping over
there. Hyperstar shelving and product distribution is very well organized. There is a huge
space over there that’s why there is no over crowd.

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3.6.5 IN-STORE MUSIC
Hyperstar background music is very pleasing and entertaining for the customers to shop
over there. They neither played the music in a proper volume neither to loud nor slow.
People liked playing music over there and they do appreciate staff for creating such a nice
atmosphere for shopping.

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CHAPTER 4
Methodology

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4.1 DATA COLLECTION SOURCES
4.1.1 PRIMARY SOURCES
Primary sources are those through which we get primary data i.e. through direct
interaction with the customers.
4.1.2 SECONDARY SOURCES
Secondary sources are those through which we get secondary data e.g. books, documents,
journals, reports etc.
4.2 DATA COLLECTION TOOLS
Questionnaire
A data collection tool which I’ll use is Questionnaire. With the help of questionnaire we can
extract the thoughts, feelings, perceptions, or beliefs of persons. It could be planned or
unplanned.
4.3 SAMPLING
4.3.1 Sample size
Sample size will be used 100 persons.
4.3.2 Sampling Techniques
I’ll use Convenience Sampling Technique. By using this technique I can get information
quickly and effectively.
Convenience Sampling Technique is a sampling technique in which those people or units are
selected who are more conveniently available to the researcher. It is non probability
sampling technique.

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CHAPTER 5
Data processing, Analysis and
Interpretation

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Consolidate Conclusion
Frequency Table Representation
Store
Gender Occupation
Visits/Month
Male Female Housewives Office Workers
Metro 32 13 10 35 3
Hyperstar 40 15 9 46 3
Graphical Representation
Interpretation
According to the above statement 32 male respondents of Metro and Hyperstar having 40 male
respondents. 13 female of Metro respondents and 15 of Hyperstar female respondents. For
Metro 10 housewives respondents and Hyperstar 9 female respondents. 35 office workers
respondents for Metro and 46 officer workers respondents for Hyperstar.
3 no. of Visits per month for both stores.

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Questionnaires Conclusion
Q.No.1 The lighting in the store was pleasing to me
Response
Options
Metro
Respondents
Metro
Percentage
Hyperstar
Respondents
Hyperstar
Percentage
Strongly Agree 17 38% 18 33%
Agree 16 36% 15 27%
Neutral 8 18% 12 22%
Disagree 4 9% 5 9%
Strongly
Disagree
0 0% 5 9%
Total 45 100% 55 100%
Interpretation
According to the above statement 38% respondents of Metro strongly agree and Hyperstar
having 33% respondents. 36% of Metro respondents agree and 27%% of Hyperstar respondents
agree. For Metro 18% respondents for neutral whereas for Hyperstar 22% respondents. 9%
respondents Disagree for Metro and 9% respondents disagree for Hyperstar. 0% respondents
are strongly disagrees for Metro and 10% respondents are strongly disagreeing for Hyperstar.
Both the stores having pleasing lightning in the store but Metro having better than Hyperstar.

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Q.No.2 The lighting in the store accentuated the products that were displayed in the store
Response Options
Metro
Respondents
Metro
Percentage
Hyperstar
Respondents
Hyperstar
Percentage
Agree 12 27% 16 29%
Neutral 10 22% 10 18%
Disagree 5 11% 4 7%
Strongly Disagree 6 13% 1 2%
Total 45 100% 55 100%
Interpretation
The lighting in the store accentuated the products that were displayed in the store is better in
Hyperstar than Metro.

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Q.No.3 It was easy to find what I wanted in this store
Response Options
Metro
Respondents
Metro
Percentage
Hyperstar
Respondents
Hyperstar
Percentage
Agree 12 27% 6 11%
Neutral 9 20% 3 5%
Disagree 6 13% 7 13%
Total 45 100% 55 100%
Interpretation
are strongly disagrees for Metro and 2% respondents are strongly disagreeing for Hyperstar. In
Hyper star it is very easy to find products as compared to the Metro.

39 | P a g e
Q.No.4 The store employees were friendly
Response Options
Metro
Respondents
Metro
Percentage
Hyperstar
Respondents
Hyperstar
Percentage
Agree 9 20% 13 24%
Neutral 5 11% 25 45%
Disagree 8 18% 3 5%
Total 45 100% 55 100%
Interpretation
Metro employees are more friendly as compared to the Hyperstar.

40 | P a g e
Q.No.5 The store employees were knowledgeable
Response Options
Metro
Respondents
Metro
Percentage
Hyperstar
Respondents
Hyperstar
Percentage
Agree 6 13% 15 27%
Neutral 3 7% 2 4%
Disagree 2 4% 1 2%
Total 45 100% 55 100%
Interpretation
Both the stores employees having better knowledge but Hyperstar are best.

41 | P a g e
Q.No.6 The store employees greeted me courteously when I entered the store.
Response Options
Metro
Respondents
Metro
Percentage
Hyperstar
Respondents
Hyperstar
Percentage
Agree 2 4% 14 25%
Neutral 1 2% 5 9%
Disagree 6 13% 0 0%
Total 45 100% 55 100%
Interpretation
Metro having better than Hyperstar.

42 | P a g e
Q.No.7 The store employees were dressed well
Response Options
Metro
Respondents
Metro
Percentage
Hyperstar
Respondents
Hyperstar
Percentage
Agree 3 7% 12 22%
Neutral 23 51% 12 22%
Disagree 3 7% 5 9%
Total 45 100% 55 100%
Interpretation
Metro having better than Hyperstar..

43 | P a g e
Q.NO.8 The store layout was cluttered and confusing
Response Options
Metro
Respondents
Metro
Percentage
Hyperstar
Respondents
Hyperstar
Percentage
Agree 2 4% 23 42%
Neutral 3 7% 6 11%
Total 45 100% 55 100%
Interpretation
having 27% respondents. 4% of Metro respondents agree and 42% of Hyperstar respondents

44 | P a g e
Q.No.9 The in-store shelving suited the design scheme of the store
Response Options
Metro
Respondents
Metro
Percentage
Hyperstar
Respondents
Hyperstar
Percentage
Agree 9 20% 11 20%
Neutral 0 0% 2 4%
Disagree 1 2% 3 5%
Total 45 100% 55 100%
Interpretation

45 | P a g e
Q.No.10 The store felt congested
Response Options
Metro
Respondents
Metro
Percentage
Hyperstar
Respondents
Hyperstar
Percentage
Agree 21 47% 12 22%
Neutral 6 13% 2 4%
Disagree 5 11% 17 31%
Total 45 100% 55 100%
Interpretation
having 18% respondents.47% of Metro respondents agree and 22%% of Hyperstar respondents
agree. For Metro 13% respondents for neutral whereas for Hyperstar 4% respondents. 11
Both the stores having eual.

46 | P a g e
Q.No.11 The departments/product sections were logically located in this store
Response Options
Metro
Respondents
Metro
Percentage
Hyperstar
Respondents
Hyperstar
Percentage
Agree 2 4% 25 45%
Neutral 0 0% 5 9%
Disagree 3 7% 3 5%
Total 45 100% 55 100%
Interpretation

47 | P a g e
Q.No.12 Navigating the store was easy
Response Options
Metro
Respondents
Metro
Percentage
Hyperstar
Respondents
Hyperstar
Percentage
Agree 18 40% 33 60%
Neutral 8 18% 8 15%
Disagree 0 0% 0 0%
Total 45 100% 55 100%
Interpretation

48 | P a g e
Q.No.13 Merchandise were easy to locate
Response Options
Metro
Respondents
Metro
Percentage
Hyperstar
Respondents
Hyperstar
Percentage
Agree 27 60% 15 27%
Neutral 1 2% 0 0%
Total 45 100% 55 100%
Interpretation
agree. For Metro 2% respondents for neutral whereas for Hyperstar 0% respondents .0%
respondents disagree for Metro and 26% respondents disagree for Hyperstar. 27% respondents
Hyper having better than Metro.

49 | P a g e
Q.No.14 The background music in this store was pleasing to me
Response Options
Metro
Respondents
Metro
Percentage
Hyperstar
Respondents
Hyperstar
Percentage
Agree 14 31% 14 26%
Neutral 0 0% 0 0%
Disagree 9 20% 5 9%
Total 45 100% 55 100%
Interpretation
having 58% respondents. 31% of Metro respondents agree and 26% of Hyperstar respondents

50 | P a g e
Q.No.15 The music in the store was played at the right volume
Response Options
Metro
Respondents
Metro
Percentage
Hyperstar
Respondents
Hyperstar
Percentage
Agree 14 31% 19 35%
Neutral 1 2% 0 0%
Disagree 0 0% 0 0%
Total 45 100% 55 100%
Interpretation

51 | P a g e
Q.No.16 There was sufficient aisle space in the store
Response Options
Metro
Respondents
Metro
Percentage
Hyperstar
Respondents
Hyperstar
Percentage
Agree 16 36% 5 9%
Neutral 2 4% 16 29%
Total 45 100% 55 100%
Interpretation

52 | P a g e
Q.No.17 The store layout was well thought out
Response Options
Metro
Respondents
Metro
Percentage
Hyperstar
Respondents
Hyperstar
Percentage
Agree 34 76% 7 13%
Neutral 0 0% 4 7%
Total 45 100% 55 100%
Interpretation

53 | P a g e
Q.No.18 In-store displays were impressive
Response Options
Metro
Respondents
Metro
Percentage
Hyperstar
Respondents
Hyperstar
Percentage
Agree 5 11% 11 20%
Neutral 6 13% 1 2%
Disagree 0 0% 0 0%
Total 45 100% 55 100%
Interpretation

54 | P a g e
Q.No.19 There was adequate display of in-store information
Response Options
Metro
Respondents
Metro
Percentage
Hyperstar
Respondents
Hyperstar
Percentage
Agree 11 24% 23 41%
Neutral 7 16% 10 18%
Disagree 9 20% 2 4%
Total 45 100% 55 100%
Interpretation

55 | P a g e
Q.No.20 The décor of the store is pleasing to me
Response Options
Metro
Respondents
Metro
Percentage
Hyperstar
Respondents
Hyperstar
Percentage
Agree 18 40% 17 31%
Neutral 0 0% 0 0%
Disagree 1 2% 4 7%
Total 45 99% 55 88%
Interpretation

56 | P a g e
Summary
In this chapter, we worked on Consumer perception survey. The most significant findings of the
report: People are more aware of the of the in-store environment of the stores. They want the
proper atmosphere in the store like lightening, décor, proper layout, shelving, background
music and friendly staff. As my sample size was small i.e.100 and I used convenience sampling
technique so my result is not as much desirable as it should be.
The lighting in the store was accentuated the products that were displayed in Metro for agree
is 30% and for strongly agree is 46% where as for Hyperstar is 29% for agree and 36% for
strongly agree so, Metro lightening on products is better than Hyperstar. The Metro store kept
the product in such an organized way that it was easy to find out is 76% for strongly agree
where as in Hyperstar it is 40% so, in Metro allocation of products is more better than
Hyperstar. The store employees were more friendly and knowledgeable in Metro as for agree
category it is 62% in total and strongly agree is 110% in total where as for Hyperstar agree
category is 62% in total and strongly agree is 76% in total so, Metro employees are more
friendly and trained in assisting the customers
The background music in both the stores were pleasing in Hyperstar strongly agree is 50% and
agree is 40% where as in Metro strongly agree is 50% and agree is 36%. In Metro music
volume was not accurate according to the most of the people opinions but in Hyperstar music
volume was accurate not too high and not too low. The Metro store decor is more pleasing
than Hyperstar as for Metro agrees is 30% and strongly agree is 50% where as in Hyperstar
its 28% and 65% respectively. Metro store layout was confusing and clustered for agree
category 26% and strongly agree is 50% where as for Hyperstar for agree category is 20%
and strongly agree 29%. According to the analysis people are more attracted towards Metro
store as compared to Hyperstar, as its lightening ,decor ,shelving and overall look of Metro is
more interesting and pleasing .Salespeople are very friendly and efficient. People found them
good helpers.
According to the analysis Metro needs to look at their stores layout. It should not be confusing
and congested for the people. Layouts should be properly organized and clear. It should be in
such a way that everything should be easy to access. The music volume should be suitable for
the customers. Metro should operate the music system properly. According to the analysis
Hyperstar lightening is not as much pleasing as it should be for the customers. They should

57 | P a g e
improve the lightening system. Hyperstar needs more improvement in its product allocation.
Products should be easy to accessible. Hyperstar needs to train their staff .How to assist the
customers. They should be well trained, friendly and helpful .Staff needs be more presentable
also.

58 | P a g e
CHAPTER 6
Conclusion, Recommendations and
Limitation
Conclusion

59 | P a g e
The lighting in the store was accentuated the products that were displayed in Metro for
agree is 30% and for strongly agree is 46% where as for Hyperstar is 29% for agree
and 36% for strongly agree so, Metro lightening on products is more better than
Hyperstar
The Metro store kept the product in such an organized way that it was easy to find out is
76% for strongly agree where as in Hyperstar it is 40% so, in Metro allocation of
products is more better than Hyperstar
The store employees were more friendly and knowledgeable in Metro as for agree
category it is 62% in total and strongly agree is 110% in total where as for Hyperstar
agree category is 62% in total and strongly agree is 76% in total so, Metro employees
are more friendly and trained in assisting the customers
The background music in both the stores were pleasing in Hyperstar strongly agree is
50% and agree is 40% where as in Metro strongly agree is 50% and agree is 36%
In Metro music volume was not accurate according to the most of the people opinions but
in Hyperstar music volume was accurate not too high and not to low
The Metro store decor is more pleasing than Hyperstar as for Metro agree is 30% and
strongly agree is 50% where as in Hyperstar its 28% and 65% respectively
Metro store layout was confusing and clustered for agree category 26% and strongly
agree is 50% where as for Hyperstar for agree category is 20% and strongly agree 29%
According to the analysis people are more attracted towards Metro store as compared to
Hyperstar, as its lightening ,decor ,shelving and overall look of Metro is more interesting and
pleasing .Salespeople are very friendly and efficient. People found them good helpers.
Recommendations
According to the analysis Metro needs to look at their stores layout. It should not be
confusing and congested for the people. Layouts should be properly organized and
clear. It should be in such a way that everything should be easy to access.
The music volume should be suitable for the customers. Metro should operate the music
system properly
According to the analysis Hyperstar lightening is not as much pleasing as it should be for
the customers. They should improve the lightening system.
Hyperstar needs more improvement in its product allocation. Products should be easy to
accessible
Hyperstar needs to train their staff .How to assist the customers. They should be well
trained, friendly and helpful .Staff needs be more presentable also.
Limitations

60 | P a g e
The study only focuses on consumer perception towards both the stores Metro and
Hyperstar
As time was limited that’s why my sample size was small, if I worked on large sample size
then my analysis will be more effective
Due to time constraints I did only survey through questionnaire
I took the opinions from literate people only as they were able to fill the form
Part 2

61 | P a g e
a) Introduction of the student
a) Last Degree Obtained: B.Com
b) Organization Name: IBEX Global - A TRG Company
c) Designation: Executive Officer
d) Experience(year): 3
b) Reference
Metro. (2007). Metro’s Profile. Available: http://www.metro.pk/public/about-us. Last accessed 14th Nov 2014.
Hyperstar. (1995). Hyperstar’s Profile. Available: http://www.hyperstarpakistan.com/about-us/en. Last
accessed 14th Nov 2014.
Eatntravel.pk/. ( May 30, 2009). Difference b/w Metro and Hyperstar. Available: http://eatntravel.pk/hyperstar-
vs-makro-and-metro/. Last accessed 14th Nov 2014.
Metro & Hyperstar. (2007). Customers Service. Available: http://www.metro.pk/public/home/services,
http://www.hyperstarpakistan.com/services.
Last accessed 14th Nov 2014.
VU Professors (2002). Research Methods – STA630. Lahore, Pakistan: Virtual University Of Pakistan. p46. 77,
81
Wikimedia Foundation, Inc. (January 15, 2001). DATA COLLECTION SOURCES. Available:
http://en.wikipedia.org/wiki/Wikipedia. Last accessed 14th Nov 2014.
c)

62 | P a g e
Index
HEADINGS PAGE NO.
BACKGROUND OF THE PROJECT……………….……………………………..11-12
COMPANY’S INTRODUCTION…………………….……………….…………..13-14
COMPETITOR ANALYSIS………………….…..……………………………28
CONCEPTUAL REVIEW …..…………………………………………..…….17
Conclusion, recommendations and limitations…………………...……….….64
CONCLUSION……………………………………….….…………………………64
COUPONS………………………………….………...……………………….…...32
COUPONS……………………………………………..…………………………..23
CROWDING……………………………………………..………………………...26
CROWDING……………………………………………..………………………...34
DATA COLLECTION SOURCES………………….………...………………..……..36
DATA COLLECTION TOOLS………………………………...…………..………...36
DATA PROCESSING, ANALYSIS & INTERPRETATION……………38-63
DISCOUNTS………………………….………………….………..………….……32
DISCOUNTS……………………………………………………….…….………...23
FIELDWORK/DATA COLLECTION…………………………………..……………37
IN-STORE MUSIC………………………………………….…………......…...26-27
IN-STORE MUSIC………………………………………….………….…………..34
IN-STORE PROMOTION……………………………………………….….………32
IN-STORE PROMOTION…………………………………….…………...….…23-24
INTRODUCTION OF THE COMPETITOR FIRM(S)………………….……..………..29
INTRODUCTION OF THE PROJECT………………………………………..………11
INTRODUCTION………………………………………………………………10
LIMITATIONS………………………………………..………….……
LIST OF COMPETITORS…………………………………………………….……14
LOW PRICE……………………………….………………………………..……32
LOW PRICE…………………………………………………………………........23
MARKET SEGMENTATION STRATEGIES………………………….…………...20-21
MARKET SEGMENTATION STRATEGIES…………………..……….…….....…30-31
MARKETING MIX……………………….………………..……….……….…29-30
MARKETING MIX………………………………………..…….……………...18-19
METHODOLOGY………………………..……………………………….…...35
OBJECTIVES OF THE PROJECT………………………….…………………….15

63 | P a g e
PRIMARY SOURCES…………………………..………………………………..…36
RECOMMENDATIONS………………………..……………..………….……….
SALESPEOPLE ASSISTANCE……...…………………………………….…..…......26
SALESPEOPLE ASSISTANCE…………………………….…………………….…..34
SECONDARY SOURCES……………………………….…………….…………..…36
SIGNIFICANCE OF THE PROJECT……………………………….…..……15-16
STORE DISPLAYS………………………………………….…………………..25-26
STORE DISPLAYS………………………………………………………..…….32-33
SUBJECTS/PARTICIPANTS………………………….………………..…..……36-37
TARGET MARKETING STRATEGIES………………………………………..…..…31
TARGET MARKETING STRATEGIES………………….………………….……22-23
THE ENVIRONMENT EFFECT…….……………………..……………….….…….32
THE ENVIRONMENT EFFECT……….………………….…………………….…...23
THE PROMOTIONAL AND ECONOMIC EFFECT………….……………..…….……32
THE PROMOTIONAL AND ECONOMIC EFFECT………………….……..…….……23

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