Analysis of Customer Feedback at TruMart a Venture of Piramyd Retail Ltd

A PROJECT REPORT

ON

Market Research & Analysis of customer feedback at TruMart a venture of Piramyd Retail ltd.

FOR

Piramyd Retail ltd. Pune

Submitted in the Partial Fulfillment of the Requirement of Course

Master of marketing management (SESSION 2005-2007)

Submitted by JAYADEEP P VADULEKAR

Singhagad Institute of Business Administration & Computer Application, Lonavala.

ACKNOWLEDGEMENT

I want to extend my gratitude to all those who have helped me in

the completion of this project. First and foremost I want to thank my

project guide Mr. Ajay Vyashampayan for his generosity, faith and

superb guidance. I am also thankful to Mr. Shashank Pathak for his

co-operation.

I take immense pleasure in thanking Mr. Kunal Kishore for always

being so friendly and co-operative in all the work assigned to us. I

want to thank all the staffs of Piramyd, especially of formals, kids,

casuals, ladies and TRUMART for helping us in long hours of work.

I also extend my gratitude to all the accounts members, especially

to Mr. Chetan for providing us with the data required for the

compilation of our project.

My sincere thanks to Mr. Sheetal raje and Ms. Tejashri for helping

us in the HR related work. Last but not the least I want to thank

Shobhan, Anand, Jyoti, Khushboo, rupali, nidhi and Somesh for their

co-operation and for making these two months an unforgettable

experience.

I would like to extend my gratitude towards Dr. Sharad L. Joshi,

Director, Vishwakarma Institute of Management, for his technical and

moral support required for the realization of this project report.

Thanks to all.

Jayadeep p Vadulekar

TABLE OF CONTENTS

Chapter no. Title Page no.

Executive Summary

Introduction

1 Retail Industry 13

2 Company Profile 19

3 Objective 35

4 Research

Methodology 37

5 Analysis 44

6 Findings 54

7 Recommendations

56

8 Bibliography 58

9 Annexure 60

EXECUTIVE SUMMARY

The objective behind making this project is to know how the

marketing practices are carried out in the retail industry.

It takes care of the events and promotions, which are done to

allure the customers to come to the store and increase the bill size of

the organization. There are various branding strategies; discount

offers and other promotional activities, which are used as a part of

the marketing communication aspect of retail.

All these events are communicated to the customers by Print

advertising, via SMS, E-mail, Tele-calling or electronic advertising.

During my internship I was assigned on:

MARKET RESEARCH & ANALYSIS

Title:

Market Research & Analysis of Customer feedback at TruMart a

venture of Piramyd Retail ltd.

Introduction

The study was conducted to increase the footfalls and to take the customer feedback

about the offers, variety, and quality and service offered by TruMart a venture of

Piramyd Retail ltd.

Retail industry

The changing face of retail

Company profile

In the company profile, the history and current scenario of TruMart has been

described.

Objective

To find out the brand awareness of TruMart

To analyze the market potential of TruMart

To check the satisfaction level of existing customers

To get the feedback from the customers to serve them better

To know about customers preferences

Research methodology

The research methodology used was descriptive research. The sample size was

600. 100 questionnaires were distributed per store. In Pune six TruMart s were

included ICC, Camp, Pimpri, Kondwa, Bhandarkar road and Walwekar nagar.

Details about the data collection methods and sampling units could be seen under

the topic research methodology.

Analysis

Under this part the analysis of the questionnaires data which was collected has

been done.

Analysis of the data collected

The study shows that service provided to the existing customers is at the

satisfactory level.

S.W.O.T analysis

The S.W.O.T analysis shows that the good reputation of the brand and the

products available. Weakness of TruMart is that supply chain management is very

weak many of the products are un-available. In Pune there are in all 9 stores it is the

biggest opportunity to capture the whole market and build loyal customers. There is

threat from some of the supermarket retailers such as Food Bazaar, Spencer s daily

and Mantra but it is mandatory.

FINDINGS

Customers think that the variety and the quality of products in the store were

not good.

At TruMart Pimpri and camp the customers faced parking problems.

The offers given to the customers are repeated every time.

Minimum percent of customers came to know about the offers through Tele-

calling.

RECOMMENDATIONS

At all the TruMart s the customers said that the products to be added were

vegetables & fruits.

More distribution of flyers in Newspapers should be there with which the

customers will be able to know the offers.

There should be new offers every time.

Tele-calling should be done to the customers to inform them about the new

offers.

More focus should be given on the advertisements of TruMart.

In-store buzz should also be conducted at each Trumart.

The most important recommendation is the number of Trusmart members

should be increased.

More customers should be converted into Trusmart members.

INTRODUCTION

Trumart has been established in the supermarket segment and has 39

stores all over India. In Pune there are 9 stores in all. They are at:

ICC (International conventional centre), S.B road

Camp

Pimpri

Walwekar nagar

Bhandarkar road

Kondwa

Shastri nagar

Bibwewadi (launched on 12th Aug 06)

Prabhat road (launched on 23rd Sep 06)

The main motive of doing this research was to get the feedback from

the customers, analyzing it and finding the weak areas in which TruMart is

and overcome the weaknesses to give a better service to the existing

customers & future prospects. This company aims to target these customer

groups & offer innovative & convenient service that will fulfill their needs fast

and efficiently.

The survey has been done of six TruMart s on various factors such as

variety, quality, service, promotions, offers and many more. The sample size

was 600 (100 per store).

This study aims at creating and analyzing brand awareness among the

target Customers about the service offered to them by TruMart a venture of

Piramyd Retail ltd.

The Changing Face of Retail

Liberalization of the economy in the nineties and the entry of large players in

the retail business have brought the retail industry into spotlight. Big players and national retail chains are changing the rules of the game, in spite of their meager share in the overall retail trade. Organized retailing though still in an embryonic stage has huge growth potential.

In organized retailing, the retailer is no longer just a last mile distributor. He is an important source of information related to customer behavior and also gives the customer a memorable shopping experience. Experiential marketing is becoming the paradigm of organized retailing and this has further raised the significance of the retailer in the business value chain.

India has seen a rise in the number of malls in the last few years. Today India has 37 malls in Mumbai, 10 in Hyderabad, 15 in Bangalore. Approximately 220 malls in the whole of India by end 2005 is what is the estimate of various agencies involved in assessing the future of commercial property development in India. The real estate sector is booming thanks to the low interest regime for home loans. The other factor that is providing a fillip to the development of real estate is the boom in commercial property development, especially the retail property sector.

Moreover, with the convergence of the retailing, entertainment and the tourism industries, retail property in India has taken to mega mall development to suit the needs of all the three sectors in a single location. Throughout the past decade, malls appeared on the retailing scene as the locus of retailing activity in major Indian cities in the central business district, which was populated by well-known department stores. But as the suburban population grew, many local shopping areas in suburbs transformed into regional shopping destinations.

In a few cities, specialized developers purchased large blocks of the central city land and then offered it on a lease basis to department stores and other stores at differential rents. The displacement of the central business districts in major Indian cities by the suburban mall phenomenon was clearly hastened by the increase in automobile ownership, an enhanced urban road network, and growing suburban markets. Malls represent a set of co-located retail outlets in a large area with lots of amenities. In the retail sector, mall development must be a planned, as this would help in attracting the right tenant mix. A typical mall has one or more anchor store and a diversity of smaller stores.

The development of a mall should also be planned in anticipation of the increased footfalls. Understanding of the retail environment becomes crucial for mall developers as well as for the potential tenants while investing in malls.

COMPANY DETAILS

Crossroads at Mumbai created a revolution pioneering the concept of shoppertainment in the country. It was an attempt to give the citizens of Mumbai a truly international shopping experience, a destination where the entire family can enjoy a day together shopping or browsing, eating and playing games in an unmatched ambience. Of the three ingredients, i.e. shopping, dining and entertainment, Shopping was the main ingredient.

It had to be world class and had to incorporate global standards in terms of retail management, technology and design. Mrs Urvi Piramal, Vice Chair person of Piramal Group, had a strong viewpoint on shopping- True shopping is browsing, enjoying, indulging and making choices. It is an expression of lifestyle and makes an affirmative statement .

This was the thought, which translated into Piramyd, India's first Megastore for lifestyle products. Piramyd spreads across 3 levels in the mall and has over 30000 sqft of space in Crossroads. The staff at Piramyd is trained to be unobtrusive. They are there to help one make a choice or simply serve quietly and efficiently. With constant in-depth product raining, the Piramyd Staff offers service to all customers with a positive attitude, pleasant disposition and good communication skills translated into a motto, which reads

we believe in service, we do it with pride . Piramyd Megastore retails the widest selection of quality merchandise in

men s wear, ladies fashion, unisex casuals, kids apparel & toys, accessories, perfumes & cosmetics, and home fashion. Redefining standards of service for multi-brand stores, Piramyd Megastore offers its customers a shopping environment that truly rivals those developed internationally.

Piramyd, India s first Megastore for lifestyle products, began operations in September 1999 with the commissioning of crossroads at haji ali, Mumbai. Today, Piramyd is present in Mumbai, Pune, Nagpur, Ahmedabad, ludhiana and Delhi. every store sporting the Piramyd crest has been benchmarked against the best standards in international retailing. its single-minded proposition is to provide its customers the ultimate shopping experience, founded on excellence in the principal brand attributes of product quality, customer service and ambience.

PIRAMYD PRODUCTS

HOMES

LADIES

KIDS

FORMALS

LIFESTYLE

CASUALS

HR Proposition

WONDERFUL PLACE TO BE, AN EXCITING PLACE TO WORK

TRUMART - STORY OUTLINE

Trumart is owned and managed by the Mumbai based pioneer in shoppertainment in India, Crossroads; which is a part of the Rs.2, 500 crores Piramal Enterprises. Crossroads is a 1,65,000 square feet behemoth in Mumbai, which is the first international shopping, mall in the country; and is a landmark in the city.

Piramyd has made its foray into the burgeoning super market sector with its Mumbai venture. Supermarkets are going to be a major thrust area, which will be grown in a large way.

This is the second among the many Trumart that Piramyd has launched covering an area of 3,000 square feet with well-demarcated sections for food and non-food items. The range of products available is very wide with excellent width and depth.

Our main focus is giving our Customers an AUOR (All Under One Roof) concept.

4 C's to the consumer:

- Convenience

- Cost (all at MRP)

- Choice (wide variety)

- Customer Service

Payment flexibility in terms of usage of credit cards

USP:

Customer Loyalty Programme that entitles members to discounts on all their

purchases in the TruMart.

Flexible Return policy

Various schemes for all customers at TruMart.

Lifestyle Retail

Mall Management

Entertainment Center

Real Estate

Textiles

Engineering

PPiirraammyydd RReettaaiill LLiimmiitteedd

FHPC Retail

1934 1978 1999 2001 2005

18 Piramyd Megastores by

FY 2008

53

21

18

11

7

02468

101214161820

2000

2002

2004

Oct

-05

2007

87 TruMart Stores by FY 2008

2 5 941

87

51

12

0102030405060708090

100

2002

2003

2004

2005

Oct

-05

2006

2007

2008

First modern mall in the country, One of the first players in Lifestyle & FHPC

Expansion Plan

AAsshhookk

PPiirraammaall

GGrroouupp

ttuurrnnoovveerr

ooff

RRss

770000

CCrr

FFYY0066

Part of diversified Piramal Group

PRODUCTS AVAILABLE AT TRUMART

Trumart is well-demarcated sections for food and non-food items. The range of products available is very wide with excellent width and depth. The following products are available in the:

B R A N D S Satyam Maggi Le-bon Frooti Colgate Premium

Amul Top-Ramen Kodai Tropicana Pepsodent Surf

Everest Kissan Modern Real Close-up Henko

Bad shah Mapro Diet Eggs Ceres Oral-b Ariel

Lazeez Malas Sumeru Berry Sunsilk Tide

MTR Fun Foods Venky's Lehberry Parachute Teepol

Ashirwad Barkers Wish bone Gatorade Park Avenue Vim

Annapurna Sil Al-Kabeer Red bull Livon Cherry

Parampara Agnesi Ocean Gem Red label Clinic Plus Kiwi

Pillsbury Blue Bird Latiff Green label Ultra Doux Eveready

MDH Bambino McCain's Society Johnson& Johnson Duracell

Dhara Hersheys Safal Girnar Whisper Super Wrap

Sundrop Dabur Nestle Tata Care free Paseo

Saffola Gerber Vijaya Dilmah Stay free Good knight

Sweekar Cerelac Gagan Nuthmulls Palmolive Odomos

Figaro Farex Meatzza Kho-cha Lux Klinol

Fragatta Mothers

Nescafe Cinthol Odopic

Bertoli Pravin

Sunrise Wipro Optima

Godrej Lijjat

Horlicks Shahnaz Ramson

Rasoi magic Britannia

Boost Boutique Philips

Kohinoor Parle

Maltova Lotus Prime

Lal quilla Sobisco

Coke Himalaya Perl-pet

Perl-pet

Pepsi Revlon Gala

Mcvites

Lipton Lakme Pedigree

Sun feast

Power horse

OBJECTIVE OF THE STUDY

The study was designed and conducted to accomplish the following

objectives:

1. To find out brand awareness about TruMart

2. To know about the tastes of the existing customers.

3. To analyze the market potential of the product.

4. To check the satisfaction level of existing customers & future prospects.

5. To know about customer preference.

RESEARCH METHODOLOGY

Meaning of research

Research in common parlance 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. The advanced

learner s dictionary of current English lays down the meaning of research as a

careful investigation or inquiry specially through search for new facts in any

branch of knowledge .

Objective

The purpose of research is to discover answers to questions through the

application of scientific procedures. Though each research study has its own

scientific purpose, we may think of research objectives as falling into a number of

following groups:

To gain familiarity with a phenomenon or to achieve new insights.

To portray accurately the characteristics of a particular individual,

situation or a group.

To determine the frequency with which something occurs or with which it

is associated with something else.

To test a hypothesis of a casual relationship between variables.

Research methodology

Research methodology is a way to systematically solve a research problem. It

may be understood as a science of studying how research is done scientifically. In it

we study various steps that are generally adopted by a researcher in studying his

research problem along with logic behind them.

Research process

Before embarking on the details of research methodology and techniques, it

seems appropriate to present a brief overview of the research process. Research

process consists of series of actions or steps necessary to effectively carry out

research and the desired sequencing of these steps.

Formulating the research problem

Extensive literature survey

Development of working hypothesis

Preparing the research design

Determining the research design

Deliberate sampling

Simple random sampling

Systematic sampling

Stratified sampling

Collecting the data

By observation

Through personal interview

Through telephone interviews

By questionnaires

Execution of the project

Analysis of data

Hypothesis-testing

Generalization and interpretation

Preparation of the report

Types of research

Descriptive research

Analytical research

Applied research

Fundamental research

Quantitative research

Qualitative research

Conceptual research

Empirical research

The above mentioned are the various types of research which a researcher can

apply in order to achieve one s desired objective. Therefore to achieve the objectives

of my research I have used descriptive research.

This is based on proper research design to meet the objectives of the study.

Sampling plan for the project

Geographical/sample area: Pune

Sampling unit: 6 TruMarts (ICC, Camp, Pimpri, Kondwa, Bhandarkar road & Walwekar nagar)

Sample size: 100 questionnaires per store

Data collection

The data was collected by going in all stores personally and getting the questionnaires

filled form the customers when they are shopping. The main motive in doing this

study was to get the feedback from the customers to give them better service by

knowing how they rate the store in all the parameters.

DATA COLLECTION

The project was to check feasibility of the services offered by TruMart using

primary data. The primary data was obtained through observation, direct

communication with the people and filling up of questionnaires, also enormous help

was obtained from TruMart, branch members, crew, staff and colleagues working

there.

FIELD WORK PLAN

The field work was carried according to the sampling plan formed, by visiting

all the Branches of TruMart under some limitations and time constraints.

The main motive for these visits was to identify the potential customers or the

future prospects. A two-way discussion was done with the customers and made them

aware of the product & services offered by TruMart. The questionnaires are either

directly filled up or indirectly filed up by the people and through the prospect of the

respective people.

DATA COLLECTION TOOL

The data collection tool that I have used is Questionnaire. I have selected

questionnaire as a data collection tool primarily because of descriptive nature of

sampling & secondly it was the most suitable tool that could help in achieving all the

objectives of the study & to do the analysis deeply and effectively.

CAMP

FORTNIGHTLY25%

MONTHLY23%

QUARTERLY

7%

HALF-HEARLY

8% WEEKLY 37%

WEEKLY FORTNIGHTLY MONTHLY QUARTERLY HALF-HEARLY

NO45%

YES55%

YES NO

Camp TruMart has maximum number of shoppers weekly.

In Camp there are 55/100 customers who are

Trusmart members

EXCELLENT

21%AVERAGE

11%

GOOD 68%

EXCELLENT GOOD AVERAGE

GOOD 63%

AVERAGE 16%

POOR3%

EXCELLENT

18%

EXCELLENT GOOD AVERAGE POOR

NO86%

YES14%

YES NO

The quality of the products available at camp is really good as 70% of the customers said

The variety of the product at camp is very good as 63% of the customers said

In Camp 86%

of the customers said that they did not faced any problems while purchasing or billing

NO65%

YES35%

YES NO

YES 96%

NO4%

YES NO

YES92%

NO8%

YES NO

65% of the customers were satisfied with the products that TruMart had & they didn t wanted any products to be added

96% of the customers said that the store was clean

92% of the customers said that the parking provided for us was sufficient & appropriate.

GOOD61%

AVERAGE11%

POOR1%

EXCELLENT

27%


NO20%

YES 80%

YES NO

GOOD58%

AVERAGE24%

EXCELLENT

18%


61% of the customers said that the overall appearance of the staff members of TruMart is good.

80% of the customers said that the signages in the store were informative.

58% of the customers said that the visibility and shelf space arrangement was good.

MOUTH PUBLICITY

25%

NEWS PAPER

47%

TELE-CALLING

2%FLYERS

26%

FLYERS MOUTH PUBLICITY

NEWS PAPER TELE-CALLING

FEMALE44%

MALE56%

MALE FEMALE

47% of the customers said that they have come to know about the offers at TruMart through newspaper, 26% by flyers & 25% by mouth publicity.

56% of the customers were Male and 44% were Female.

KONDWA

FORTNIGHTLY18%

MONTHLY30%

QUARTERLY

4%

HALF-HEARLY

1%

WEEKLY 47%

WEEKLY FORTNIGHTLY MONTHLY

QUARTERLY HALF-HEARLY

NO53%

YES47%

YES NO

In Kondwa there 47% people who shop weekly

47/100 people are Trusmart members

GOOD74%

AVERAGE3%

POOR1%

EXCELLENT

22%


GOOD 78%

AVERAGE8%

EXCELLENT

14%


NO96%

YES4%

YES NO

74% people said that the quality of the products is good

78% people said that the variety of the products is good

96% people said that they did not face any difficulty while purchasing or billing time.

NO82%

YES18%

YES NO

YES100%

YES NO

YES68%

NO32%

YES NO

82% people said that they did not wish any products in the store

100% people said that the store was clean.

68% people said that the parking space provided was appropriate

GOOD70%

AVERAGE

10%

EXCELLENT

20%


YES100%

YES NO

GOOD75%

EXCELLENT

25%


70% people said that the overall appearance of the staff was good

100% people said that the Signages were informative

75% people said that the visibility and shelf space management of the store was good

MOUTH PUBLICITY

39%

NEWS PAPER

23%

TELE-CALLING

5%FLYERS

33%

FLYERS MOUTH PUBLICITY NEWS PAPER TELE-CALLING

FEMALE30%

MALE70%

MALE FEMALE

39% people said that news paper was the media through which they got to know the offers

70% of the customers were male shoppers out of 100

ICC

WEEKLY 45%

FORTNIGHTLY17%

MONTHLY32%

QUARTERLY

5%

HALF-HEARLY

1%


YES20%

NO80%

YES NO

45% of the customers shop weekly

80% of the customers were Trusmart members out of 100

EXCELLENT

23%

GOOD73%

AVERAGE2%

POOR2%


GOOD 75%

AVERAGE7%

POOR2%

EXCELLENT

16%


NO95%

YES5%

YES NO

73% customers said that they find the quality of the products good.

75% customers said that they find the variety of the products good.

95% customers said that they did not come across any difficulty while billing or purchasing time.

NO85%

YES15%

YES NO

YES100%

YES NO

NO25%

YES75%

YES NO

85% customers said that they did not wish any products to be added.

100% customers said that the store was clean.

75% customers said that the parking space provided for us was appropriate

GOOD64%

AVERAGE11%

POOR5%

EXCELLENT

20%


YES100%

YES NO

GOOD72%

EXCELLENT

26%

AVERAGE2%


64% customers said that the overall appearance of the crew members was good.

100% customers said that the Signages were informative.

72% customers said that the visibility and shelf space arrangement was good.

TELE-CALLING

10%

NEWS PAPER

28%

MOUTH PUBLICITY

33%

FLYERS29%


FEMALE46%

MALE54%

MALE FEMALE

In ICC the customers came to know about the offers through all the Medias variably

The percentage of customers in ICC was mostly equal but male shoppers were 54% & female were 46%

PIMPRI

HALF-HEARLY

5%

MONTHLY47%

FORTNIGHTLY25%

WEEKLY 23%


NO41% YES

59%

YES NO

47% of the customers shop monthly in pimpri out of 100.

59% of the customers said that they were Trusmart members.

GOOD63%

AVERAGE14%

EXCELLENT

23%


GOOD 45%

AVERAGE23%

POOR16%

EXCELLENT

16%


YES24%

NO76%

YES NO

63% of the customers said that the quality of the products was good.

45% of the customers said that the variety of the products was good.

76% of the customers said that they did not face any difficulty while purchasing or billing time.

NO40%

YES60%

YES NO

NO10%

YES90%

YES NO

NO29%

YES71%

YES NO

76% of the customers said that they do not wish any products to be added in our store.

90% of the customers said that the store was clean.

71% of the customers said that the parking space provided for them was appropriate.

GOOD71%

AVERAGE11%

POOR2%

EXCELLENT

16%


NO15%

YES85%

YES NO

GOOD51%

AVERAGE16%

POOR1% EXCELLEN

T32%


71% of the customers said that the overall appearance of the crew members was good.

85% of the customers said that the Signages were informative.

51% of the customers said that the visibility and shelf space arrangement of the store was good.

NEWS PAPER

44%

TELE-CALLING

4% FLYERS15%

MOUTH PUBLICITY

37%


FEMALE65%

MALE35%

MALE FEMALE

44% of the customers came to know about the offers through news paper.

65% of the customers were female shoppers and 35% were male shoppers.

WALWEKAR NAGAR

FORTNIGHTLY17%

MONTHLY31%

QUARTERLY3%

HALF-HEARLY

1%WEEKLY

48%


YES68%

NO32%

YES NO

48% of the customers shop weekly at walwekar nagar.

68% of the customers are Trusmart members at walwekar nagar.

GOOD64%

AVERAGE10%

EXCELLENT

26%


GOOD 53%

EXCELLENT

36%

AVERAGE11%


64% of the customers said that the quality of the products was good

53% of the customers said that the variety of the products was good

YES19%

NO81%

YES NO

81% of the customers said that they did not wish any products to be added in the store.

NO66%

YES34%

YES NO

YES93%

NO7%

YES NO

NO30%

YES70%

YES NO

66% of the customers said that they did not come across any difficulty while purchasing or billing period.


70% of the customers said that the parking space provided for them was appropriate.

GOOD68%

AVERAGE6%

EXCELLENT

26%


NO15%

YES85%

YES NO

GOOD57%

AVERAGE4%

EXCELLENT

39%


68% of the customers said that the overall appearance of the staff was good.


57% of the customers said that the visibility and shelf space arrangement of the store was good.

MOUTH PUBLICITY

39%

NEWS PAPER

28%

TELE-CALLING

1% FLYERS32%


FEMALE53%

MALE47%

MALE FEMALE

39% of the customers said that they came to know about the offers by news paper.

53% of the customers were female.

BHANDARKAR ROAD

WEEKLY 47%

FORTNIGHTLY18%

MONTHLY30%

QUARTERLY4%

HALF-HEARLY

1%


NO53%

YES47%

YES NO

47% of the customers said that they shop weekly.

53% of the customers said that they were Trusmart members.

GOOD74%

POOR1%AVERAGE

3%

EXCELLENT

22%


GOOD 78%

AVERAGE8%

EXCELLENT

14%


NO96%

YES4%

YES NO

74% of the customers said that the quality of the products was good.

78% of the customers said that the variety of the products was good.

96% of the customers said that they did not come across any difficulty while purchasing or billing period.

NO82%

YES18%

YES NO

YES100%

YES

NO32%

YES68%

YES NO

82% of the customers said that they did not want any products to be added in the store.


68% of the customers said that the parking space provided to them was appropriate.

GOOD70%

AVERAGE10%

EXCELLENT

20%


YES100%

YES

EXCELLENT

25%

GOOD75%

EXCELLENT GOOD

70% of the customers said that the overall appearance of the crew members was good.


75% of the customers said that the visibility and shelf space arrangement was good.

MOUTH PUBLICITY

27%

NEWS PAPER

23%

TELE-CALLING

12%FLYERS

38%


MALE38%

FEMALE62%

MALE FEMALE

38% of the customers said that they came to know about the offers through flyers.

62% of the customers were female.

How often do you shop at TruMart ?

3437 39

23

47

37

24

14 15

25

1714

22 2428

47

3024

73 4

03 3

81 1

51 1

0

10

20

30

40

50

WEEKLY 34 37 39 23 47 37

FORTNIGHTLY 24 14 15 25 17 14

MONTHLY 22 24 28 47 30 24

QUARTERLY 7 3 4 0 3 3

HALF-HEARLY 8 1 1 5 1 1

CAMP KONDWA ICC PIMPRIWALWEKA

RBHANDAR

KAR

Are you a Trusmart member?

52

37

17

5968

3743 42

70

4132

42

0

20

40

60

80

YES 52 37 17 59 68 37

NO 43 42 70 41 32 42

CAMP KONDWA ICC PIMPRI WALWEKARBHANDARKA

R

As compared all the TruMart s Walwekar nagar has the highest No. Of customers who shop weekly and Pimpri has the lowest

As compared all the TruMart the highest no. of Trusmart members are at walwekar nagar and lowest is at ICC.

How do you find the quality of the products?

20 17 20 1626

17

6559 63

45

63 59

82 2

2310

22 1 2

16

0 10

20

40

60

80

EXCELLENT 20 17 20 16 26 17

GOOD 65 59 63 45 63 59

AVERAGE 8 2 2 23 10 2

POOR 2 1 2 16 0 1

CAMP KONDWA ICC PIMPRI WALWEKARBHANDARK

AR

How do you find the variety of the products?

2011 14 16

36

11

66 62 65

4552

62

126 6

2311

62 0 2

16

0 00

20

40

60

80

EXCELLENT 20 11 14 16 36 11

GOOD 66 62 65 45 52 62

AVERAGE 12 6 6 23 11 6

POOR 2 0 2 16 0 0


AR

On an average in every store the quality of the products was good. 26% of the customers in Walwekar nagar said that they find the quality of the products excellent

On an average in every store the variety of the products was good. 36% of the customers in Walwekar nagar said that they find the quality of the products excellent.

Did you come across any difficulty while purchasing or billing?

133 4

24

3

19

8276

8376 76 80

0

20

40

60

80

100

YES 13 3 4 24 3 19

NO 82 76 83 76 76 80


R

Do you wish any products to be added in our store?

33

14 13

60

34

14

62 6574

40

65 65

0

20

40

60

80

YES 33 14 13 60 34 14

NO 62 65 74 40 65 65


R

On an average in every store the customers did not came any difficulty while purchasing or billing time. But in Pimpri there were 24% customers who said that they came across difficulty.

On an average in every store the customers did not want any products to be added but in pimpri there were 60% customers who said that they need some products to be added in the store.

Was the store clean?

91100 100

90 92100

4 0 010 7

00

20

40

60

80

100

120

YES 91 100 100 90 92 100

NO 4 0 0 10 7 0


R

Was the parking space provided to you appropriate?

87

5465

29

69

54

8

25 22

71

3025

0

20

40

60

80

100

YES 87 54 65 29 69 54

NO 8 25 22 71 30 25


R

As compared all the stores every customer said that the store was clean. But in Pimpri 10% customers said that the store was not clean.

As compared the entire stores, in camp there were 87% customers who said that they did not faced any parking problems. But in Pimpri there were 71% people who said that there were parking problems.

How was the overall appearance of the crew members?

2616 17 16

2616

58 55 56

71 6755

10 8 10 116 8

1 0 4 2 0 00

20

40

60

80

EXCELLENT 26 16 17 16 26 16

GOOD 58 55 56 71 67 55

AVERAGE 10 8 10 11 6 8

POOR 1 0 4 2 0 0


RBHANDARK

AR

Were the Signages appropriate?

76

100 100

85 84

100

19

0 0

15 15

00

20

40

60

80

100

120

YES 76 100 100 85 84 100

NO 19 0 0 15 15 0


AR

As compared all the stores, the overall appearance of the crew members like (hair, dressing, body language, communication skill) was good.

As compared all the stores, the Signages which were put on for the guidance of the customers were appropriate and informative.

How was the visibility and shelf space arrangement of the store?

17 20 2332

39

20

55 59 6251 56 59

23

0 2

164 00 0 1 0 0

0

20

40

60

80

EXCELLENT 17 20 23 32 39 20

GOOD 55 59 62 51 56 59

AVERAGE 23 0 2 16 4 0

POOR 0 0 1 0 0


RBHANDARK

AR

How did came to know about the offers?

25 26 25

15

3238

2431 29

37 38

27

44

1824

44

2823

2 49

4 1

12

0

10

20

30

40

50

FLYERS 25 26 25 15 32 38

MOUTH PUBLICITY 24 31 29 37 38 27

NEWS PAPER 44 18 24 44 28 23

TELE-CALLING 2 4 9 4 1 12

CAMP KONDWA ICC PIMPRIWALWEK

ARBHANDAR

KAR

In every store the visibility and shelf space arrangement was good.

Most of the customers came to know about the offers through news papers. But in Walwekar nagar, ICC and Kondwa the customers came to know about the offers through mouth publicity.

Sex?

55 5547

33

47

3844

24

40

62

52

62

0

10

20

30

40

50

60

70

MALE 55 55 47 33 47 38

FEMALE 44 24 40 62 52 62


RBHANDARK

AR

All the customers varied form store to store. As in Camp, Kondwa & ICC the no. shoppers were male and in Pimpri, Walwekar nagar & Bhandarkar road there were female shoppers.

Findings

From the analysis of the data I collected during the study I present following Findings:

Awareness level about TruMart among the existing customers is high but the

conversion rate is low.

Customers think that the variety and the quality of products in the store were

not good.

At TruMart Pimpri and Camp the customers faced parking problems.



calling.

Most of the customers have come to know about the offers through News

papers and Flyers but less amount of customers have came to know through

Tele-calling.

Satisfaction level of existing customers is satisfactory, however for the future

prospects more changes and efforts have to be taken.

There is a huge potential of Trumart as they have the maximum branches in

Pune as compared with others.

The supply chain management is very weak, which results in products out of

stock.

Most of the customers said that they wanted to add vegetables & fruits counter

in the store.

Recommendations:

From the analysis of the data I collected during the study I present following Recommendations:

At all the TruMart s the customers said that the products to be added were

vegetables & fruits.

At TruMart Pimpri and camp the customers faced parking problems.

Customers think that the variety and the quality of products in the store was

not good.

More distribution of flyers in Newspapers should be there with which the

customers will be able to know the offers.


There should be new offers every time.


calling.

Tele-calling should be done to the customers to inform them about the new

offers.

More focus should be given on the advertisements of TruMart.

Hoardings should be put up in the key areas of the city.

SMS should be given to the customers about the new offers.

More promotions to be made to attract new customers

In-store buzz should also be conducted at each Trumart.

The most important recommendation is the number of Trusmart members

should be increased.

More customers should be converted into Trusmart members.

SWOT ANALYSIS

STRENGTH

Limited competition.

Good reputation of the company (Piramyd Retail ltd.)

Quality of service.

Highly cooperative and efficient staff & crew members.

Exclusive Products.

Use of modern technology like credit card billing & loyalty progrramme.

Wide range of products to suit all customer segments.

Maximum number of branches (9).

Membership loyalty programme

WEAKNESS

Target customer base very small.

No presence in semi urban sector.

Promotional campaigns are nearly absent.

Less advertising efforts.

At many times products are out of stock.

Weak supply chain management.

Offers are repeated commonly.

Less number of Trusmart members.

OPPORTUNITIES

Can build a strong distribution network to trap the untouched market.

Customer education will improve the customer base.

Increasing awareness will result in increase in customer base.

None of the supermarkets have 9 branches in Pune.

No of competitor s is increasing very fast, especially In Pune.

By making some good promotional efforts TruMart can gain more number of customers who will be loyal.

THREATS

Competition with big giants like Food Bazaar and Spencer s daily.

Challenges posed by other retailers in the market.

Customer may shift to other supermarket.

Lower customer base may hinder prompt service.

Bibliography

Research Methodology, methods and techniques by C.R.Kothari-2nd edition.

TruMart Brochures & Flyers.

Website (www.piramyd.co.in)

http://www.piramyd.co.in

TRUMART

Dear Customer, In an effort to serve you better, we request you to fill in the following questionnaire.

1. How often do you shop at Trumart? (Weekly / fortnightly / monthly / quarterly / half yearly)

2. Are you a Trusmart member? (Yes/no)

3. How do you find the quality of the products? (Excellent / good / average / poor)

4. How did you find the variety of products?

(Excellent / good / average / poor)

5. Did you come across any difficulty while purchasing or billing? (yes/no)

Reason: _________________________________________ _________________________________________.

6. Do you wish any products to be added in our store?

(Yes/no) Which: __________________________________________

7. Was the store clean? (Yes/no)

8. Was the parking space provided to you appropriate?

(Yes/no)

9. How was the overall appearance of the crew members? (Hair, dressing, body language, communication skill)


QUESTIONNAIRE

10. Were the signage s informative?

(Yes/no)

11. How was the visibility and shelf space arrangement of the store?


12. How did you come to know about the offers? (Flyers / mouth publicity / news paper / Tele-calling)

Other: ___________________________________________.

13. Any other observations: ____________________________________________________________________________________________________________________________________________.

14. Any other suggestions: ____________________________________________________________________________________________________________________________________________.

Personal information:

Name: __________________________________________.

Age: ________. Sex: (Male / Female)

Address: __________________________________________ _________________________________________.

Contact no. : ________________. Mobile: _____________.

THANK YOU

Photos of TruMart

This document was created with Win2PDF available at http://www.daneprairie.com.The unregistered version of Win2PDF is for evaluation or non-commercial use only.

http://www.daneprairie.com

Date post:	07-Oct-2014
Category:	Documents
Upload:	badri002
View:	39 times
Download:	1 times

Analysis of Customer Feedback at TruMart a Venture of Piramyd Retail Ltd

Documents