FORMULATION OF BRAND STRATEGY FOR RETAIL STORES OF HPMC AT RAILWAY STATIONS

INSTITUTE FOR TECHNOLOGY & MANAGEMENT

NAVI MUMBAI

Global Leadership Centre

A

PROJECT REPORT

ON

FORMULATION OF BRAND STRATEGY FOR RETAIL STORES

OF

HPMC AT RAILWAY STATIONS

Submitted for the partial fulfilment of the requirement for the

Degree of

POST GRADUATE DIPLOMA IN BUSINESS MANAGEMENT

RETAIL MANAGEMENT & MARKETING

2007-2009

Project Guide: Submitted by:

MRS. DEEPTHY RAGHVENDRA MANISHAKAR

ITM Business School

MR. SURINDER MOHAN

Deputy General Manager, HPMC

ACKNOLEDGEMENT

I feel privileged on getting an opportunity to acknowledge my gratitude. First of all, I

am grateful to Mr. R. C. Sharma, General Manager, HPMC, Shimla for allowing me to do my

project in HPMC. Then, I am also grateful to my company guide Mr. S. M. Sharma (Deputy

General Manager, HPMC, Shimla) who guided me in this project. I have also deep sense of

gratitude towards Mr. K.D.Sharma (Personal Manager, HPMC,Shimla) who always helped

me whenever needed. I equally express my gratitude to my Faculty Guide Mrs. Deepthy

Raghvendra who constantly guided me throughout the project. I am also thankful to ITM

Business School faculties Mrs. Shelja Jose Kuruvilla and Mr. Avinash Kishor for providing

me constant guidance and support throughout the project.

In the end, I would like to express my gratitude to Mr. Amit Jelvi, RedEye

Communications for providing me valuable information for Media Planning.

Manishakar

PGDM-RMM

ITM Business School

CERTIFICATE

Certified that the project titled “FORMULATION OF BRAND STRATEGY

FOR RETAIL STORE OF HPMC AT RAILWAY STATIONS” submitted to

Institute for Technology & Management, Navi Mumbai in partial fulfillment of the

requirement for the award of degree of Post Graduate Diploma in Management – Retail

Management & Marketing is a bonafide record of research carried out by Mr. Manishakar

under my supervision and guidance.

…………………………………

Mrs. Deepthy Raghvendra

Institute for Technology & Management, Navi Mumbai

SELF ATTESTATION

This is to certify that I have personally worked on the project titled

“FORMULATION OF BRAND STRATEGY FOR RETAIL STORE OF

HPMC AT RAILWAY STATIONS”. The data mentioned in the project have

been generated during the work and are genuine. Data / information obtained

from other agencies have been duly acknowledged. None of the findings or

information pertaining to the work has been concealed. The results embodied

in this project report have not been submitted to any other university or

institution for the award of any degree.

Date: Manishakar

Place: KH2007RMF044

CONTENTS

EXECUTIVE SUMMARY

LIST OF TABLES

LIST OF BOXPLOTS

LIST OF APPENDICES

LIST OF EXHIBITS

CHAPTER TITLE PAGE

1 INTRODUCTION 1

2 RESEARCH DESIGN 2

2.1 INFORMATION NEEDED 2

2.2 QUESTIONNAIRE DEVELOPMENT 2

2.3 DATA COLLECTION 2

3 DATA ANALYSIS 4

4 RESULTS 6

5 LIMITATIONS 9

6 CONCLUSIONS AND RECOMMENDATIONS 10

BIBLIOGRAPHY 54

5

EXECUTIVE SUMMARY

A Consumer Survey was conducted using Questionnaire and Informal Interview to get the Consumer Insight of people regarding their Fruit Juice requirement at Railway stations. Collected data were fed into SPSS 15.0 and analysed using various statistical tools. Two Step Cluster Analysis was done using 67 different Continuous and Categorical Variables which yielded three clusters with 26%, 11% and 57% members respectively. Clusters were defined according to their demographic and psychographic characteristics. To decide which cluster to be targeted, Satisfaction level was calculated using ‘Weightage of buying parameters’ and ‘Mean rating given to hpmc store’ on the same parameters. Depending on the number of members in the Clusters and Satisfaction Level value, Cluster 3 was decided to target. Cluster 3 members were slightly colourful and slightly traditional and most of them were students with young age-group who considered Health Benefit and Naturality of fruit juice as very important. However, they perceived themselves as little mature (not youthful). Synchronizing with HPMC Juice Store’s current positioning as the only available Apple juice provider at Railway platforms, Positioning Statement for hpmc Juice Store was proposed as:

“HPMC Juice Store is the only available juice store at railway platform which provides health conscious young people natural apple and other fruit juices in hygienic environment”

According to characteristics of targeted cluster and inputs given by respondents during informal talks, it was observed that the Juice Store was having different look and format at different places. The Juice store must follow a uniform format so that it has a unique identity. So, same colour, same Logo, Similar display should be followed at each store. Further, for uniformity, hpmc employees who sell juice at these stores, should be directed to wear same colour uniform while on duty. White colour Uniform is suggested as it will symbolize hygiene. Most of the customers emphasized on improving hygiene part of the store. It should be hpmc employee’s duty to keep the store and the environment of the store clean and hygienic. Although hpmc specializes in Apple Juice, Cluster 3 member also preferred Mango and Orange Drink. So, tetrapacks/bottles of Mango and Orange Drink should be kept in front in the display. It was observed that display space was not properly utilized. Proper display will result in attracting potential customers to the store. Fountain Machine used for 100% apple juice should be kept towards side wall instead of keeping it in front of the store so that store could be made visually spacious. Hoarding for the store should be made to communicate the positioning message of the Juice Store. Since, Brand name of the Store need to be promoted, the name should be given prominence instead of Product image. Colour of the store is one of the most important aspects to grab attention of the customers. Since, the targeted cluster perceive themselves as slightly colourful and their perception about hpmc store is of neither colourful nor colourless, little bit of colourfulness is required in the store. Since, Cluster 3 members did not perceive themselves as Excitable or Dominating, use of contrasting colour should be avoided. With traditional nature of the cluster and colour of the

6

Apple juice, the exterior of the store is suggested to make little brownish matching with colour of apple juice. Since, naturality of juice is emphasized in positioning of the store; interior of the store is suggested to keep light green to make the feel of naturality. Logo of the store is also suggested to make green. However, it should not be done suddenly and green shade should be increased in the logo with passage of time.

At railway platforms, Improved Store Lay-out, proper hoarding and look of the store will be the prime medium to communicate the positioning message with customers within the given budget limit of Rs. 2000000 for 240 stores all over the country (Rs. 2000000/240 = Rs.8333 per store). With most of the stores facing only one exterior face of the Store towards customers, the cost of painting and hoarding came out to be Rs.6720. Few of the stores facing three sides of the store towards customers will cost Rs.11840.

7

LIST OF TABLES

TABLE NUMBER TITLE PAGE

1.1 Cluster Distribution 20

1.2 Cluster Profiles 20

1.3 Age of the Respondent 23

1.4 Gender of the Respondent 23

1.5 Occupation of Respondent 24

1.6 Monthly Income of Respondent 24

1.7 Buying probability in next 10 visits to Station 25

1.8 Experience of HPMC Product 25

1.9 Affordability 25

1.10 Quantity to be bought 25

2.1 Overall Satisfaction Level-Users 26

2.2 Overall Satisfaction Level-Non Users 26

2.3 Satisfaction Level-Cluster 1 Users 27



3.1 Fruit Juice Preferences-Cluster 3 29

4.1 Case Summary Cluster 1 30

4.2 Case Summaries Cluster 2 32

4.3 Case Summaries Cluster 3 33

8

LIST OF BOXPLOTS

BOXPLOT NUMBER TITLE PAGE

1 Importance of Buying Parameters for

Fruit Juice among 3 Clusters 37

2 Quality Parameters of hpmc Store

among 3 Clusters 40

3 hpmc Perception among 3 Clusters 43

4 Self Perception among 3 Clusters 48

9

LIST OF APPENDICES

APPENDIX NUMBER TITLE PAGE

1 QUESTIONNAIRE 14

2 LIST OF CONTACTS 19

10

LIST OF EXHIBITS

EXHIBIT NUMBER TITLE PAGE

1 Current Standard Format of hpmc

Juice Store with 3 faces towards Customers 53

11

1. INTRODUCTION

Nestling in the lap of Himalayas, Himachal Pradesh lies in the north most of India.

Himachal has been bestowed upon with nature’s gift of snow mounted silver shrouded

mountains to the blue lakes and vas silent stretches of valleys. It is also endowed with the

richness of both flora and fauna.

Himachal Pradesh known as “APPLE STATE OF INDIA” produces above 0.5 million

tonnes of fruit annually. This unprecedented growth of fruit cultivation made it imperative to

create an infrastructure that could cater to this large input of raw fruit and channelize the

output through sophisticated marketing methods. It was with this view that the APPLE

PROCESSING & MARKETING PROJECT, first of its kind in India, was taken up with the

financial help of “International Development Association” (IDA). The Himachal Pradesh

Horticultural Produce Marketing & Processing Corporation popularly known as hpmc

incorporated in the year 1974 to implement the commercial components of IDA aided project

with a primary of modernising the entire post harvest handling of horticultural produce in the

state. hpmc has emerged as one of the largest organisation for the post harvest handling of

horticultural produce in India.

While it is engaged in producing processed fruit products like pulps and concentrates for

other companies, it also has its 240 retail stores at various across India. With collaboration of

IRCTC, it has opened its retail stores at the platforms of major railway stations. The retail

stores sells 100% Apple juice in Fountains. Different fruit juices like Apple Drink, Mango

Drink, Litchi Drink and Orange Drink are also available in 200ml Tetrapacks. The standard

format of the Juice Store is shown in Exhibit 1.

This project is aimed at formulating a brand strategy for hpmc’s retail stores at railway

stations so that it could enhance its reachability among people at railway stations. The

objectives of this project are as follows:

(1) To get Consumer Insight regarding Fruit juice requirement of people at railway

stations

(2) To prepare Positioning for HPMC Juice Store

(3) To make Media Plan for communicating with target Customers

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2. RESEARCH DESIGN

2.1 Information Needed

The information required to formulate a brand strategy for the retail stores were

secondary as well as primary. Secondary information included number of stores all over

country, media budget allotted by the organisation etc. Primary information included

understanding of consumers’ requirement about fruit juices at railway stations and current

hpmc retail store format. This requirement was fulfilled by following Questionnaire method,

informal talks with customers and personal observation.

2.2 Questionnaire Development

To understand the customer’s requirement, a consumer research was planned to be

conducted by questionnaire method. The questionnaire included questions related to general

food habits of people at railway stations, possibility of fruit juices to be consumed with

different food materials, customers’ requirement in terms of quality and quantity etc.

Question to know the affordability of customers for buying the fruit juices were also put. It

was also tried to know about preference of customers towards different buying parameters.

Questions towards customers’ perception about hpmc product and retail stores were also put.

Suggestions were also asked for improvement in retail store format. Different psychographic

parameters were also given for rating to segment the customers on that basis. The

psychographic parameters were taken from the previously done research on ‘A Scale to

measure Self-Concepts, Person Concepts, and Product Concepts’ by N.K.Malhotra. A sample

of the questionnaire is given in APPENDIX 1.

2.3 Sampling Technique

Random Sampling technique was used to select the respondents. Probability of each

customer to be selected for sampling was equal as they were randomly chosen at railway

platforms.

2.4 Data Collection

Data collection for secondary information involved getting information from

organisation’s head office authorities at Shimla. It was done through one time visit to Shimla

and further telephonic conversation with organisation’s authorities. Information related to

13

rates of facade and painting was collected from people associated in the respective business.

Primary data collection was one of the crucial jobs in the project as interviewing people at

railway stations were very tough. Data were collected by making people fill the questionnaire

who were user or non-user of hpmc products. Data were collected from railway stations of

four cities namely Delhi, Lucknow, Allahabad and Mumbai. Few of the people who were not

able to fill the questionnaire at the station were e-mailed an online questionnaire. Initial

sample size was kept at 200. However, only 102 samples could be collected. Informal talks

with respondents while filling the questionnaire also helped in getting their suggestions for

improvement. Through Personal observations, the current retail format was observed.

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3. DATA ANALYSIS

Data collected from various cities in the form of questionnaire were entered in SPSS15.0,

a statistical tool in the form of software, for analysis. Out of 20 questions, 67 variables were

made for data analysis. Various statistical tools were used to interpret the consumers’

responses.

Two Step Cluster Analysis was done to get the possible clusters in the sample size so that

actionable clusters with sufficient number could be targeted. 32 variables which included

‘Importance of different buying parameters’, Consumption pattern of different Food

Categories’, Possibility of Consuming Fruit Juice with different Food Categories’, ‘Self-

Perception about different psychographic parameters’ as Continuous Variables and all the

Demographic factors namely ‘Age’, ‘Gender’, ‘Income’, ‘Occupation’, ‘User/Non User’,

‘Buying Probability in next 10 visit to store’, ‘Quantity to be bought’, ‘Affordability’ as

Categorical Variables were taken into consideration for making clusters (TABLE 1.1-1.10).

Explore Method was used to make Box-plots which visually showed the dispersion of

responses by respondents. Clusters were then defined on the basis of their demographic and

psychographic belongings.

To decide which clusters to target, two factors were taken into consideration- Number of

members in the cluster and Satisfaction level of the customers in the cluster. To calculate the

Satisfaction Level of customers, sum of the responses for buying parameters were taken and

then weightage of these parameters were calculated. Now, these weightage were then

multiplied with Mean rating (rating given out of 5 scale) given for hpmc store on the same

parameters to calculate the Power of the given parameters. Mean Rating was calculated by

summarising the cases through SPSS. Ideal power was also calculated by multiplying the

weightage with 5(Highest Possible Rating). Satisfaction level in percentage was then

calculated by dividing Actual power to Ideal Power (TABLE 2.1-2.5). Calculation of

Satisfaction Level was done for all the respondents together and for different clusters

separately with users and non-users taken separately. Since, non-users had not experienced

hpmc juices, Satisfaction Level value was actually their perception about hpmc.

All the 3 clusters were separated from the common database so that calculation could be

done separately for each cluster.

15

Fruit juice preferences for each cluster were calculated by adding the rank given to them

by respondents. Lowest sum of the rank was given 1st rank and so on (TABLE 3.1).

16

4. RESULTS

Two Step Cluster Analysis gave 3 clusters with 26, 11 and 57 members respectively. On

basis of different Continuous and Categorical Variables, these 3 clusters were defined as

follows:

Cluster 1

Members: 25% of total

Age Group: consisted of people with age group of either 18-22 years (12 out 26) or above 40

years (10 out of 26)

Occupation: Mostly Govt. or Private Company Employees; some are students (32%)

Income: Half of the people earned below Rs.3000 while remaining half earned Rs.12001-

20000

Buying Probability in next 10 visits to Station: 75% people likely to buy less than 4 times

while 25% of them are likely to buy 4-6 times

User/Non User: All had experienced HPMC products

Affordability: 32% of them were ready to spend Rs.11-15/200ml while rest could only afford

Rs.6-10/200ml

Quantity Required: All wanted to buy 200ml juice at once

They consumed Fresh Fruit and Fruit Juice sometimes at stations

Rarely consumed cold drink

Health benefit, Naturality and Brand name of fruit juice were very important

Psychographically, they perceive themselves as slightly calm, slightly simple and

slightly modest.

17

Cluster 2

Members: 10.27% of total

Age Group: consisted of people with age group of either 23-27 years (5 out of 11) or above

41-50yrs years (6 out of 11)

Occupation: All were involved in some Business

Income: Consisted of Income Group of Rs.5000-12000

Buying Probability in next 10 visits to Station: all were likely to buy juice 4-6 times

User/Non User: All had experienced HPMC products

Affordability: All of them could afford Rs.6-10/200ml

Quantity Required: 5 of them wanted to buy 200ml and 6 of them 500ml

They consumed Namkeen/Wafers and Fruit Juice sometimes and consume cold drinks

regularly at railway stations

Health benefit, Naturality and Taste of fruit juice were most important

Considered themselves slightly calm, very simple, slightly traditional, slightly

colourful, modest and slightly delicate

Cluster 3

Members: 55% of total

Age Group: consisted of young people with age group of either 18-22 years (25%) or 23-

27years (71%)

Occupation: Mostly students with only 12% Private Company employee population

Income: consisted of varying Income with most of them earning below Rs.5000

Buying Probability in next 10 visits to Station: Most of them said they were likely to buy

either 4-6 times (43%) or less than 4 times (45%)

User/Non User: 68% user (i.e. 38% of total population) and rest was non-user

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Affordability: 17% of them could spend Rs.11-15/200ml while mostly could only afford

Rs.6-10/200ml

Quantity Required: 42% wanted to buy 200ml juice at once while rest 58% of people were

ready to buy 500 ml juice at once

They consumed Fruit drink and cold dink sometimes at railway stations

Health benefit, Naturality and Taste of fruit juice were very important and brand name

was important

They considered themselves slightly traditional and slightly colourful and little mature

Satisfaction Level Analysis showed that overall satisfaction level of all the users for all

the parameters was 67.777% while for non-users it was 74.32%. Satisfaction level of

different parameters for all users were 71% for Price, 71.8% for Health Benefit, 69.6% for

Taste, 70.6% for Naturality, 54.6% for Brand name.

Separate analysis for users of each cluster showed following results:

(i) Cluster 1: With net satisfaction level of 68.882%, various parameters’ Satisfaction

level was 74.16% for Price, 74.16% for Health Benefit, 71.65% for Taste, 70% for

Naturality and 53.32% for Brand name.

(ii) Cluster 2: With net satisfaction level of 60.568%, various parameters’ Satisfaction

level was 72.5% for Price, 65% for Health Benefit, 62.5% for Taste, 57.5% for

Naturality and 50% for Brand name.

(iii) Cluster 3: With net satisfaction level of 68.217%, various parameters’ Satisfaction

level was 69.6% for Price, 71% for Health Benefit, 70.4% for Taste, 73.39% for

Naturality and 55.2% for Brand name.

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5. LIMITATIONS

Sample size for the project was only 102 against expected size of 200 due to poor

interest of people to fill the questionnaire at railway stations

Less geographic area could be covered due to absence of funds for the project

20

6. CONCLUSIONS AND RECOMMENDATIONS

Most of the respondents indicated their preference towards health beneficial and natural

fruit drink. They also asked for hygienic environment at Juice Store.

Net Satisfaction Level of each cluster showed that Cluster 1 and Cluster 3 were having

almost same value which is little higher than Overall Satisfaction Level. However, Cluster 3

was having more members in its category.

So, Cluster 3 should be targeted by hpmc Juice Store. Since, more than half of the

consumers were ready to buy 500ml juice at one, 500ml Tetrapack should be made available

at the store. Naturality and taste being the most important parameters for target customers,

these needs to be improved. However, hpmc provides 100% natural apple juice, so

communicating customers about its naturality is more important. ‘Taste’ of the juice needs to

be improved by testing it for target customer and bringing the required improvement. In case

of Cluster 3, satisfaction level for ‘Brand Name’ was only 55.2%, a unique identity need to

be created in customers’ mind. Cluster 3 member were slightly colourful and slightly

traditional and most of them were students with young age-group who considered Health

Benefit and Naturality of fruit juice as very important. However, they perceived themselves

as little mature (not youthful).

Till now, HPMC Juice Store has positioned itself mainly as the only available Apple juice

provider.

So, proposed Positioning Statement for hpmc Juice Store should be as follows:

“HPMC Juice Store is the only available juice store at railway platform which provides

health conscious young people natural apple and other fruit juices in hygienic

environment”

According to characteristics of targeted cluster and inputs given by respondents during

informal talks, following are the suggestions to improve the store lay-out:

(i) It was observed that the Juice Store was having different look and format at different

places. The Juice store must follow a uniform format so that it has a unique identity.

So, same colour, same Logo, Similar display should be followed at each store.

21

(ii) For uniformity, hpmc employees who sell juice at these stores should be directed to

wear same colour uniform while on duty. White colour Uniform is suggested as it will

symbolize hygiene.

(iii) Most of the customers emphasized on improving hygiene part of the store. It

should be hpmc employee’s duty to keep the store and the environment of the store

clean and hygienic

(iv)Although hpmc specializes in Apple Juice, Cluster 3 member also prefer Mango and

Orange Drink. So, tetrapacks of Mango and Orange Drink should be kept in front in

the display. It was observed that display space was not properly utilized. Proper

display will result in attracting potential customers to the store.

(v) Fountain Machine used for 100% apple juice should be kept towards side wall instead

of keeping it in front of the store so that store could be made visually spacious.

(vi)Facade for the store should be made to communicate the positioning message of the

Juice Store. Since, Brand name of the Store need to be promoted, the name should be

given prominence instead of Product image.

Colour of the store is one of the most important aspects to grab attention of the customers.

Since, the targeted cluster perceive themselves as slightly colourful and their perception

about hpmc store is of neither colourful nor colourless, little bit of colourfulness is required in

the store. Since, Cluster 3 members do not perceive themselves as Excitable or Dominating,

use of contrasting colour should be avoided. With traditional nature of the cluster and colour

of the Apple juice, the exterior of the store is suggested to make little brownish matching

with colour of apple juice. Since, naturality of juice is emphasized in positioning of the store;

interior of the store is suggested to keep light green to make the feel of naturality. Logo of

the store is also suggested to make green. However, it should not be done suddenly and green

shade should be increased in the logo with passage of time.

Media Plan

At railway platforms, Improved Store Lay-out, proper facade and look of the store

will be the prime medium to communicate the positioning message with customers in

accordance with the provided media budget. As suggested by hpmc authorities, media budget

for the media planning is Rs.2000000 for 240 stores of hpmc all over the country. Rs.8333

(Rs.2000000/240) will be the budget for each store to improve its lay-out to enhance its

22

visibility and communicate the positioning message to the target customers in accordance

with the recommendations given above.

Generally, size of the hpmc Juice Store is 8ft x 6ft x 8ft with (i) only one exterior side

facing the customers in most of the stores and (ii) three exterior sides of the store facing

towards customers in only few of the stores (as shown in Exhibit).

(i) Cost of the Facade for one Juice Store in the first case (at the rate of Rs.100/ft.2)

= 8ft x 2ft x Rs.100/ft.2

= Rs.1600

Cost of painting Exterior and Interior of one Store in the first case (at the rate of Rs.20/ft.2)

= [One Exterior Face except facade

space + All the Interior Faces including

Roof] x Rs.20/ft.2

= [(8ft x 6ft) + (8ft x 8ft) + (2ft x 8ft x

6ft) + (8ft x 6ft)] x Rs.20/ft.2

= Rs.5120

So, Total Cost for Media Plan = Rs.1600 + Rs.5120 = Rs.6720

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(ii) Cost of the Facade for one Juice Store in the second case (at the rate of

Rs.100/ft.2)

= 3 x 8ft x 2ft x Rs.100/ft.2

= Rs.4800

Cost of painting Exterior and Interior of one Store in the second case (at the rate of Rs.20/ft.2)

= [All Exterior Faces except facade

space + All the Interior Faces including

Roof] x Rs.20/ft.2

= [(8ft x 6ft) + (8ft x 8ft) + (4ft x 8ft x

6ft) + (8ft x 6ft)] x Rs.20/ft.2

= Rs.7040

So, Total Cost for Media Plan = Rs.4800 + Rs.7040 = Rs.11840

The rates of facade and painting are quite negotiable and will cost less when bulk order

will be given.

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APPENDIX

1. QUESTIONNAIRE

1. You visited the railway station. Can you please tell the purpose for going there?(a) To travel by train(b) To see-off someone(c) To work at station(d) Any other purpose: ………………….. (Please specify)

2. Talking about your food habits, what do you generally eat / drink at railway station?

Consumption frequency

Sl.No. Food ItemNever

1Rarely

2Sometimes

3Regularly

4Frequently

51. Samosa / Pakoda / Vada Pav2. Namkeen / Wafers3. Lunch / Dinner4. Fresh Fruit5. Fruit Drink(Fresh / Preserved /

Packaged)6. Cold Drink7. Any Other: …………………

(Please specify)

3. If you are asked specifically about Fruit Juice/Drink, how do you consume it?(a) With Samosa / Pakoda / Vada Pav(b) With Namkeens / Wafers(c) During Lunch / Dinner(d) Any other occasion: …………………….. (Please specify) (e) I always drink it separately

4. How much are you ready to spend on Fruit Juice/Drink?(a) Less than Rs.5 / 200 ml.(b) Rs.6-10 / 200 ml.

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(c) Rs.11-15 / 200 ml.

5. How much quantity of Fruit Juice/Drink will you like to buy at once?(a) 200 ml.(b) 500 ml.(c) 1 litre(d) Fruit Concentrate(For making juice at home)

6. Please rate the following packaged Fruit Juice/Drink as per your buying preference:(a) 100% Apple Juice(b) Mango Drink(c) Litchi Drink(d) Orange Drink(e) Apple-Litchi Mix Drink(f) Any Other Preference: …………………………(Please specify)

7. Please rate the following parameters for buying a Fruit Juice/drink (1-being least important and 5-being most important) :

Sl.No.

Buying Parameter

1=Least importan

t

2=Little importan

t

3=Important

4=Very importan

t

5=Most importan

t1 Price2 Health

Benefits3 Taste4 Naturality5 Brand

Name6 Others(if

any) ………….

8. Have you used HPMC Fruit Juice/Drink?

(a) Yes (If you are a first time user, please also tick here :.……..)(b) No(c) Never even heard of HPMC

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9. How do you perceive HPMC’s Fruit Juice/Drink quality on following parameters?(1-being Very Poor and 5-being Very Good)

Sl.No. Quality Parameters 1 2 3 4 51 Price2 Health Benefits3 Taste4 Naturality5 Brand Name

10. Think of HPMC store as a person and rate it along the following characteristics:

Sl. No. Characteristic 1 2 3 4 5 Characteristic

1 Excitable Calm2 Dominating Submissive3 Modern Traditional4 Rational* Emotional5 Youthful Mature6 Complex Simple7 Colourless Colourful8 Modest Vain*9 Extrovert Introvert10 Rugged* Delicate

*Rational = of or associated with or requiring the use of the mind

* Vain = Characteristic of false pride

* Rugged = Strong, Tough

For Sl. No. 1, 1= very excitable, 2= slightly excitable, 3= neither excitable nor calm, 4=slightly calm, 5= very calm

and so on.

11. Three aspects you liked about HPMC:(i) …………………….(ii) …………………….(iii) …………………….

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12. Three things you did not like about HPMC:(i) …………………….(ii) …………………….(iii) …………………….

13. In next 10 visits to railway stations, what are your chances of buying a HPMC Fruit juice?(a) Every time(b) More than 7 times(c) 4-6 times(d) Less than 3 times(e) Never

14. Now talking about you as a person, how will you describe yourself along the following characteristics:

Sl. No. Characteristic 1 2 3 4 5 Characteristic1 Excitable Calm2 Dominating Submissive3 Modern Traditional4 Rational Emotional5 Youthful Mature6 Complex Simple7 Colourless Colourful8 Modest Vain9 Extrovert Introvert10 Rugged Delicate

For Sl. No. 1, 1= very excitable, 2= slightly excitable, 3= neither excitable nor calm, 4=slightly calm, 5= very calm

and so on.

15. Try to remember your thinking process for buying HPMC juice and then answer:What prompted you to buy this product?…………………………………………………………………………………….…………………………………………………………………………………….…………………………………………………………………………………….

16. If asked, what modification or addition will you do for improvement in HPMC Store?……………………………………………………………………………………

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……………………………………………………………………………………17. Please, tick on your age-group:

(a) Less than 18 yr(b) 18-22 yr(c) 23-27 yr(d) 28-34 yr(e) 35-40 yr(f) 41-50 yr(g) Above 50 yr

18. Gender :(a) Male(b) Female

19. Please select your occupation:(a) Government Employee(b) Private Company Employee(c) Businessman(d) Student(e) Any other ………………… (Please specify)

20. Please select your monthly Income:(a) Less than Rs. 1500(b) Rs. 1500 - 3000(c) Rs. 3001 - 5000(d) Rs. 5001 - 8000(e) Rs. 8001 – 12000(f) Rs. 12001 – 20000(g) Rs. 20001 – 30000(h) Rs. 30001 – 40000(i) Above Rs. 40000

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2. LIST OF CONTACTS

Ms. Shelja Jose Kuruvilla

Faculty, ITM Business School, Navi Mumbai

Mr. Avinash Kishor

Guest Faculty, ITM Business School, Navi Mumbai

Mr. Amit Jelvi

RedEye Communications, Chembur, Navi Mumbai

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TABLES

1. Two Step Cluster Analysis

1.1 Cluster Distribution

N% of

Combined

% of Total

Cluster

1 26 27.70% 25.20%2 11 11.70% 10.70%3 57 60.60% 55.30%Combined 94 100.00% 91.30%

Excluded Cases 9 8.70%

Total103

100.00%

1.2 Cluster Profiles

Samosa/Pakoda/Vada Pav

Namkeen/Wafers Lunch/Dinner Fresh Fruit Fruit Drink

MeanStd.

DeviationMean

Std. Deviation

MeanStd.

DeviationMean

Std. Deviation

MeanStd.

Deviation

Cluster

1 1.96 0.916 2.88 0.952 2.38 1.098 3 0.98 3.54 0.7612 1 0 3.55 0.522 1.18 0.405 1 0 3 03 2.3 1.034 2.58 1.117 1.79 0.977 2.49 1.088 3 0.845

Combine 2.05 1.02 2.78 1.059 1.88 1.025 2.46 1.142 3.15 0.803

20

d

Cold DrinkJuice with

Samosa/Pakoda/Vada pav

Juice with Namkeen/Wafers

Jice with Lunch/Dinner

Juice Separately

MeanStd.

DeviationMean

Std. Deviation

MeanStd.

DeviationMean

Std. Deviation

MeanStd.

Deviation

Cluster

1 2.08 1.23 2 0 1.85 0.368 2 0 1 02 4 0 2 0 1.55 0.522 2 0 1 03 3.77 0.926 1.93 0.258 1.67 0.476 1.89 0.31 1 0

Combined 3.33 1.239 1.96 0.203 1.7 0.46 1.94 0.246 1 0

Importance of Price for Fruit Juice

Importance of Health Benefit

Importance of Taste

Importance of Naturality

Importance of Brand Name

MeanStd.

DeviationMean

Std. Deviation

MeanStd.

DeviationMean

Std. Deviation

MeanStd.

Deviation

Cluster

1 3.08 1.468 4.08 0.935 3.15 1.592 4.54 0.508 4.08 1.4122 3.36 1.567 5 0 5 0 5 0 3 03 2.63 1.011 4.04 1.149 4.68 0.572 4.23 0.945 3.56 1.31

Combined 2.84 1.238 4.16 1.061 4.3 1.181 4.4 0.821 3.64 1.294

21

Self Perception-Calmness

Self Perception-Submissivenss

Self Perception-Traditional

Self Perception-Emotional

Self Perception-Mature

MeanStd.

DeviationMean

Std. Deviation

MeanStd.

DeviationMean

Std. Deviation

MeanStd.

Deviation

Cluster

1 3.69 0.736 2.62 0.852 3.62 1.299 2.58 1.172 2.54 0.9482 3.55 0.522 2.45 1.44 4.45 0.522 2.09 1.044 2.82 1.8883 2.63 1.291 2.26 0.992 2.44 0.907 2.96 0.755 3.33 0.764

Combined 3.03 1.195 2.38 1.017 3 1.236 2.76 0.958 3.05 1.051

Self Perception-Simple

Self Perception-Colorful

Self Perception-Vain

Self Perception-Introvert

Self Perception-Delicate

MeanStd.

DeviationMean

Std. Deviation

MeanStd.

DeviationMean

Std. Deviation

MeanStd.

Deviation

Cluster

1 3.85 0.675 2.46 0.761 2.46 1.24 3.31 1.225 2.54 1.1042 5 0 3.91 1.044 1.55 0.522 2.64 1.567 3.91 1.0443 2.88 1.226 3.79 0.921 2.68 0.89 3.07 1.193 3.04 1.21

Combined 3.39 1.246 3.44 1.073 2.49 1.024 3.09 1.25 3 1.218

22

1.3 Age of the Respondent

18-22 years 23-27 years 28-34 years 41-50 years above 50 years

Frequency

Percent

Frequency

Percent

Frequency

Percent

Frequency

Percent

Frequency

Percent

Cluster

112

46.20% 4 8.20% 0 0.00% 4

40.00% 6

100.00%

20 0.00% 5

10.20% 0 0.00% 6

60.00% 0 0.00%

314

53.80% 40

81.60% 3

100.00% 0 0.00% 0 0.00%

Combined 26

100.00% 49

100.00% 3

100.00% 10

100.00% 6

100.00%

1.4 Gender of the Respondent

Male Female

Frequency

Percent

Frequency

Percent

Cluster

126

29.50% 0 0.00%

211

12.50% 0 0.00%

351

58.00% 6

100.00%

Combined 88

100.00% 6

100.00%

23

1.5 Occupation of Respondent

Government

EmployeePrivate Company

EmployeeBusinessman Student

Frequency Percent Frequency Percent Frequency Percent Frequency Percent

Cluster

110

100.00% 8 53.30% 0 0.00% 8 13.80%

20 0.00% 0 0.00% 11

100.00% 0 0.00%

3 0 0.00% 7 46.70% 0 0.00% 50 86.20%

Combined10

100.00% 15 100.00% 11

100.00% 58 100.00%

1.6 Monthly Income of Respondent

less than Rs.1500 Rs.1500-3000 Rs.3001-5000 Rs.5001-8000 Rs.8001-12000

Frequency

PercentFrequenc

yPercent

Frequency

PercentFrequenc

yPercent

Frequency

Percent

Cluster

1 4 18.20% 8 57.10% 0 0.00% 0 0.00% 0 0.00%

20 0.00% 0 0.00% 0 0.00% 5 55.60% 6

100.00%

318 81.80% 6 42.90% 22

100.00% 4 44.40% 0 0.00%

Combined 22

100.00% 14

100.00% 22

100.00% 9

100.00% 6

100.00%

Rs.12001-20000 Rs.30001-40000

Frequency

Percent Frequency Percent

Cluster 1 14 82.40% 0 0.00%

24

2 0 0.00% 0 0.00%3 3 17.60% 4 100.00%

25

1.7 Buying probability in next 10 visits to Station

More than 7 times

4-6 times less than 4 times Never

Frequency

Percent

Frequency

Percent

Frequency

Percent

Frequency

Percent

Cluster

10 0.00% 6

14.30% 20

43.50% 0 0.00%

20 0.00% 11

26.20% 0 0.00% 0 0.00%

32

100.00% 25

59.50% 26

56.50% 4

100.00%

Combined 2

100.00% 42

100.00% 46

100.00% 4

100.00%

1.8 Experience of HPMC Product

yes no 3

Frequency Percent Frequency Percent Frequency Percent

Cluster

1 26 34.20% 0 0.00% 0 0.00%2 11 14.50% 0 0.00% 0 0.00%

339 51.30% 12

100.00% 6 100.00%

Combined76 100.00% 12

100.00% 6 100.00%

1.9 Affordability 1.10 Quantity to be bought

Rs.6-10/200ml. Rs.11-15/200ml.

200ml. 500ml.

Frequency

Percent

Frequency

Percent

Frequency

Percent

Frequency

Percent

26

Cluster

118

23.70% 8

44.40%

Cluster

126

47.30% 0 0.00%

211

14.50% 0 0.00%

25 9.10% 6

15.40%

347

61.80% 10

55.60%

324

43.60% 33

84.60%

Combined 76

100.00% 18

100.00%

Combined 55

100.00% 39

100.00%

2. Satisfaction Level

2.1 Overall Satisfaction Level-UsersBuying

AttributesSum of

ResponsesWeightag

eMean Rating for hpmc

StorePower=Weightage x Mean

RatingIdeal

PowerSatisfaction

LevelPrice 219 0.143 3.55 0.50765 0.715 71%

Health benefit 333 0.2173 3.59 0.780107 1.0865 71.80%Taste 332 0.2167 3.48 0.754116 1.0835 69.60%

Naturality 368 0.2402 3.53 0.847906 1.201 70.60%Brand Name 280 0.1828 2.73 0.499044 0.914 54.60%

Total 1532 1 3.388823 5 67.78%

2.2 Overall Satisfaction Level-Non UsersBuying

AttributesSum of

ResponsesWeightag



RatingIdeal

PowerSatisfaction

LevelPrice 73 0.167816 4 0.6712 0.83908 80%

Health benefit 93 0.21379 4.4285 0.9467 1.06895 88.56%Taste 101 0.23218 3.5714 0.8292 1.1609 71.42%

Naturality 84 0.1931 4.4285 0.8551 0.9655 88.56%

27

Brand Name 84 0.1931 2.14285 0.41378 0.9655 42.86%Total 435 1 3.71598 5 74.32%

28

2.3 Satisfaction Level-Cluster 1 UsersBuying

AttributesSum of

ResponsesWeightag



RatingIdeal

PowerSatisfaction

LevelPrice 72 0.1538 3.7083 0.5703 0.769 74%

Health benefit 103 0.2208 3.7083 0.8188 1.104 74%Taste 99 0.2115 3.5833 0.7578 1.0575 71.65%


Total 468 1 3.4441 5 68.88%


AttributesSum of

ResponsesWeightag



RatingIdeal

PowerSatisfaction

LevelPrice 20 0.1343 3.625 0.4868 0.6715 73%



Total 149 1 3.0284 5 60.57%

29


AttributesSum of

ResponsesWeightag



RatingIdeal

PowerSatisfaction

levelPrice 113 0.14125 3.48 0.49155 0.70625 70%



Total 800 1 3.41085 5 68.22%

30

3. Fruit Juice Preference for Cluster 3

3.1 Fruit Juice Preferences-Cluster 3

Fruit JuiceSum of

ResponsesPreference

Rank100% Apple Juice 146 3

Mango Drink 102 1Lichi Drink 168 4

Orange Drink 137 2Apple Lichi Mix

Drink 203 5

31

4. Case Summaries of Clusters

4.1 Case Summary Cluster 1

Perceived Pricing of HPMC Product

Perceived Health Benefit of HPMC Product

Perceived Taste of HPMC Product

Perceived Naturality of HPMC Product

Perceived Brand Name of HPMC

Experience of HPMC Product yes 1 good

neither poor nor bad good good poor

2 very good good very poor very poor very poor 3 good very good very good very good very good

4 goodneither poor nor bad good

neither poor nor bad poor

5 neither poor nor bad Good poor good

neither poor nor bad

6 very poor Poorneither poor nor bad good very good

7 goodneither poor nor bad good good poor

8 neither poor nor bad very good good good


9 good Good very good very good poor 10 good Good good very good poor

11 very good very goodneither poor nor bad poor very poor

12 neither poor nor badneither poor nor bad

neither poor nor bad poor good

32

13 very poor Poorneither poor nor bad good very good

14 good Good good very good poor



16 good very good very good good good



19 neither poor nor bad very good good good good




22 goodneither poor nor bad good

neither poor nor bad poor

23 very goodneither poor nor bad good very good very poor


Total N 24 24 24 24 24

Mean 3.708333 3.708333 3.583333 3.5 2.666667

no 1 good Good good good


Total N 1 1 1 1 1

Mean 4 4 4 4 3

Total N 25 25 25 25 25

Mean 3.72 3.72 3.6 3.52 2.68

33

4.2 Case Summaries Cluster 2

Perceived Pricing of

HPMC Product

Perceived Health Benefit

of HPMC Product


Perceived Naturality of

HPMC Product

Perceived Brand

Name of HPMC

Experience of

HPMC Product

yes 1 good very good very good good good

2 very good very goodneither poor

nor badpoor very poor

3 good very good very good very good very good

4 neither poor

nor badvery poor very poor very poor poor

5 neither poor

nor badneither poor nor

badneither poor

nor badneither poor

nor badpoor

6 neither poor


7 neither poor


badneither poor

nor badneither poor

nor badpoor

8 goodneither poor nor

badgood good poor

Total N 8 8 8 8 8

Mea

n3.625 3.25 3.125 2.875 2.5

no 1 good good good goodneither

poor nor bad

Total N 1 1 1 1 1

Mea

n4 4 4 4 3

34

Total N 9 9 9 9 9 Mean 3.666667 3.333333 3.222222 3 2.555556

4.3 Case Summaries Cluster 3

Perceived Pricing of

HPMC Product

Perceived Health Benefit

of HPMC Product


Perceived Naturality of

HPMC Product

Perceived Brand

Name of HPMC

Experience of

HPMC Product

yes 1 neither poor

nor badvery good good good

neither poor nor

bad

2 very goodneither poor nor

badgood very good very poor


badgood good poor

4 neither poor


badneither poor

nor badneither poor

nor bad

neither poor nor

bad

5 very poor poorneither poor

nor badgood very good

6 neither poor


badneither poor

nor badneither poor

nor badpoor

7 neither poor

nor badvery good good good good

8 neither poor


badneither poor

nor badpoor good

9 good good very good very good poor

10 neither poor


11 good good good very good poor 12 good neither poor nor good neither poor poor

35

bad nor bad



14 good very good very good good good


badgood good poor

16 very good good very poor very poor very poor

17 neither poor

nor badgood poor good

neither poor nor

bad

18 neither poor


badneither poor

nor badneither poor

nor bad

neither poor nor

bad 19 good very good very good good good


badgood good poor

21 neither poor


neither poor nor

bad

22 very good very goodneither poor

nor badpoor very poor

23 neither poor

nor badgood poor good

neither poor nor

bad


badgood good poor

25 neither poor


badneither poor

nor badneither poor

nor bad

neither poor nor

bad

26 very poor poorneither poor


27 neither poor nor bad

very good good good neither poor nor

36

bad 28 good very good very good good good 29 good good very good very good poor

30 neither poor


31 good good good very good poor

32 neither poor


badneither poor

nor badneither poor

nor bad

neither poor nor

bad

33 very poor Poorneither poor


34 neither poor


neither poor nor

bad



36 very good Good very poor very poor very poor 37 good very good very good very good very good


badgood


poor

39 very poor Poorneither poor


40 neither poor


badneither poor

nor badneither poor

nor badpoor

41 good Good very good very good poor 42 good very good very good very good very good Total N 42 42 42 42 42

Mea

n3.47619 3.547619 3.52381 3.666667 2.761905

no 1 good very goodneither poor

nor badvery good very poor

2 good Good good good neither

37

poor nor bad

3

good Good good goodneither

poor nor bad

4 good very goodneither poor


5 good very goodneither poor


Total N 5 5 5 5 5

Mea

n4 4.6 3.4 4.6 1.8

Total N 47 47 47 47 47 Mean 3.531915 3.659574 3.510638 3.765957 2.659574

38

BOXPLOTS

1. Importance of Buying Parameters for Fruit Juice among 3 Clusters

39

40

41

2. Quality Parameters of hpmc Store among 3 Clusters

42

43

44

3. hpmc Perception among 3 Clusters

45

46

47

48

49

4. Self Perception among 3 Clusters

50

51

52

53

54

EXHIBITS

1. Current Standard Format of hpmc Juice Store with 3 faces towards Customers

53

BIBLIOGRAPHY

Kenneth, E. Clow, Donald Baack: Intregrated Advertising, Promotion and Marketing Communications, Third Edition, Prentice-Hall of India Private Limited.

Malhotra, Naresh. K.: Marketing Research: An Applied Orientation, Fifth Edition, Prentice-Hall of India Private Limited.

Robert, A. Hansen, Terry Deutscher, “An Empirical Investigation of Attribute Importance in Retail store Selection”, Journal of retailing, 53 (Winter 1977-1978), 59-72.

Anthony J. Alessandra, Ugur Yavas, Wayne D. Jennings, “Retailing Strategies for the Small Health Food Retailer”, American Journal of Small Business, Volume I, Number 2 (October 1976), 12-22.

Douglas, J. Tigert, Richard Lathrope, Michael Bleeg, “Tha Fast Food Franchise: Psychographic and Demographic Segmentation Analysis”, Journal of Retailing, 47 (Spring 1971), 81-90.

Malhotra, Naresh. K.: A Scale to Measure Self-Concepts, Person Concepts, and Product Concepts, http://web.ebscohost.com/ sited on 15th May,2008.

54

http://web.ebscohost.com/

Documents

FORMULATION OF BRAND STRATEGY FOR RETAIL STORES OF HPMC AT RAILWAY STATIONS