analysis of customer feedback at trumart a venture of piramy

8/8/2019 Analysis of Customer Feedback at TruMart a Venture of Piramy

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APROJECT REPORT

ON

Market Research & A naly sis of customer feedback atTruM art 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 -200 7)

Submitted by JAYADEEP P VADULEKAR

Singhagad Institute of Business Administration & ComputerApplication, Lonavala .


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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 Vya shampa yan 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, e specially

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

mor al support required for the realization of this project report.

Thanks to all.

Jayadeep p Vadulekar


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TABLE OF CONTENTS

Chapter no. Title Page no.

ExecutiveSummary

Introduction

1 Retail Industry 13

2 Company Profile 19

3 Objective 35

4 ResearchMethodology 37

5 Analysis 44

6 Findings 54

7 Recommendations 56

8 Bibliography 58

9 Annexure 60


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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

T itle :

Market Research & Analysis of Customer feedback at TruMart a

venture of Piramyd R etail ltd.


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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 T ruMart a venture of

Piramyd Retail ltd.

Retail industry

The changing face of retail

Company profile

In the company profile, the h istory and current scenario of T ruMart has been

described.

Objective

To find out the brand awareness of TruMart

To analyze the market potential of T ruMart

To check the satisfaction level of existing customers

To get the feedback from the customers to serve them better

To know about customers preferences


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Research methodology

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

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

included ICC, Camp, P impri, Kondwa, Bhandarkar r oad 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 T ruMart 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.


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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 .


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INTRODUCTION

Trumart has been established in the supermarket segment and has 39stores all over India . In P une there are 9 stores in all. They are at:

ICC (International conventional centre), S.B road

Camp

Pimpri

Walwekar nagar

Bhandarkar road

Kondwa

S hastri nagar

Bibwewadi (launched on 12 th Aug 06)

Prabhat road (launched on 23 rd 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 T ruMart is

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

customers & future prospects. This company aims to target these customergroups & 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 ofPiramyd Retail ltd.


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The Changing Face of Retail

Liberalization of the economy in the nineties and the entry of large players inthe retail business have brought the retail industry into spotlight. Big players andnational retail chains are changing the rules of the game, in spite of their meager sharein the overall retail trade. Organized retailing though still in an embryonic stage hashuge growth potential.

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

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

Moreover, with the convergence of the retailing, entertainment and the tourismindustries, retail property in India has taken to mega mall development to suit theneeds of all the three sectors in a single location. Throughout the past decade, mallsappeared on the retailing scene as the locus of retailing activity in major Indian citiesin the central business district, which was populated by well-known departmentstores. 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 centralcity land and then offered it on a lease basis to department stores and other stores atdifferential rents. The displacement of the central business districts in major Indiancities by the suburban mall phenomenon was clearly hastened by the increase inautomobile ownership, an enhanced urban road network, and growing suburbanmarkets. 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 helpin attracting the right tenant mix. A typical mall has one or more anchor store and adiversity of smaller stores.

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


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COMPANY DETAILS

C rossroads at Mumbai created a revolution pioneering the concept of shoppertainment in the country. It was an attempt to give the citizens of Mumbai atruly international shopping experience, a destination where the entire family canenjoy a day together shopping or browsing, eating and playing games in anunmatched ambience.Of the three ingredients, i.e. shopping, dining and entertainment, Shopping was themain 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 anaffirmative statement .

This was the thought, which translated into Piramyd, India's first Megastorefor lifestyle products. Piramyd spreads across 3 levels in the mall and has over 30000sqft of space in Crossroads. The staff at Piramyd is trained to be unobtrusive. Theyare there to help one make a choice or simply serve quietly and efficiently. Withconstant in- dept h product raining, the Piramyd Staff offers service to all customerswith a positive attitude, pleasant disposition and good communication skills translatedinto 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- brandstores, Piramyd Megastore offers its customers a shopping environment that trulyrivals those developed internationally.

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

PIRAMYD PRODUCTSHOMES

LADIES

KIDS

FORMALS

LIFESTYLE

CASUALS


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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 inIndia, 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 firstinternati onal 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 Mumbaiventure. Supermarkets are going to be a major thrust area, which will be grown in alarge way.

This is the second among the many Trumart that Piramyd has launched covering anarea 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.


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Lifestyle Retail

Mall Management

Entertainment Center

Real EstateTextiles

Engineering

PP iirr aa mm yydd RRee ttaa iill LLiimm iittee dd

FHPC Retail

1934 1978 1999 2001 2005

18 Piramyd M egastoresby

FY 2 008

5

321

1 8

1 1

7

02468

1 01 21 41 61 82 0

2 0 0 0

2 0 0 2

2 0 0 4

O c t - 0

5

2 0 0 7

87 TruM art S tores byFY 2 008

2 5941

8 7

51

1 2

01 02 0304050607 08 090

100

2 0 0 2

2 0 0 3

2 0 0 4

2 0 0 5

O c t - 0

5

2 0 0 6

2 0 0 7

2 0 0 8

First modern mall in the country, One of the firstla ers in Lifest le & FHPC

Expansion Plan

AAss hh oo kk PP iirraa mm aa ll GGrroo uu pp ttuu rrnn oo vvee rr oo ff RRss 770000 CCrr FFYY0066

Part of diversified Piramal Group


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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 followingproducts are available in the :

B R A N D S Satyam Maggi Le-bon Frooti Colgate PremiumAmul 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 Av enue 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 SocietyJohnson&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 Sobi sco Coke Himalaya Perl -pet

Perl -pet Pepsi Revlon Gala

Mcvites Lipton Lakme Pedigree

Sun feast Power horse


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OBJECTIVE OF THE STUDY

The study was designed and c onducted 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.


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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

scienti fic 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.


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Research process

Befor e 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

Strati fied 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


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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/sa mple area : Pune

Sampling unit : 6 T ruMarts ( ICC, Camp, Pimpri, Kondwa,Bhandarkar road & W alwekar nagar)

Sample size : 100 questionnaires per store

Data collection

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

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 .


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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 TruMa rt. 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 theobjectives of the study & to do the analysis deeply and effectively.


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CAMP

FORTNIGHTLY

25%

M ONTHLY23%

Q UARTERLY

7%

HALF-HEARL Y

8% WEEKLY37 %

WEEKLY FORTNIGHTLY M O N T H LY Q U A RTE R LY HALF-HEARLY

NO45%

YES55 %

Y ES N O

Camp TruMart hasmaximum number of shoppers w eekly.

In Camp there are 55/100 customerswho are Trusmart members


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EXCELLENT

21 %AVERAG E

11%

GOOD68 %

EXCELLENT G O O D AVERAGE

G OOD63 %

AVERAG E16%

POOR3%

EXCELLENT

18%

EXCELLENT G O O D AVERAGE POOR

NO8 6%

YES1 4%

Y E S N O

The quality of the productsavailable at camp is reallygood as 70% of the customerssaid

The variety of the productat camp is very good as63% of the customers said

In Camp 86% of thecustomers said that they did notfaced any problems while

purchasing or billing


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NO65 %

YES35 %

Y E S N O

YES96 %

NO4%

Y ES N O

YES92 %

NO8%

Y ES N O

65% of the customers weresatisfied with the products thatTruMart had & they didn t wantedany products to be added

96% of the customers saidthat the store was clean

92% of the customers said that theparking provided for us was


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GOOD

61 %

AVERAGE

11 %

POOR

1%EXCELLEN

T

27%

EXCELLENT G O O D AV E RA G E POOR

NO20%

YES80%

Y ES N O

GOOD58%

AVERAGE24%

EXCELLENT

18%

EXCELLENT G O O D AV ERA G E

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

80% of the customers saidthat the signages in the storewere informative.

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


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MOUTHPUB LICITY

25%

NEW SPAPER

47%

TELE-CALLING

2%FLYERS

26%

FLYERS MOU TH PUB LICITY

N EWS PAPER TELE-CALLING

FEMALE44%

MALE

56%

MALE FEMALE

47% of the customers said thatthey have come to know aboutthe offers at TruMart throughnewspaper, 26% by flyers &25% b mouth ublicit .

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


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KONDWA

FORTNIGHTLY18%

MONTHLY

30 %

Q UARTERLY

4%

HALF-HEARLY

1%

WEEKLY

47 %

WEEKLY F ORTN IG H TLY MO N TH LY

QUARTERLY HALF-HEARLY

NO53 %

YES47

Y E S N O

In K ondwa there 47%people who shop weekly

47/100 people are Trusmartmembers


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GOOD74%

AVERAGE3%

POOR1%

EXCELLENT

22%


GOOD78%

AVERAGE8%

EXCELLENT

14%


NO96

Y ES4%

YE S NO

74% people said that the qualityof the products is good

78% people said that the varietyof the products is good

96% people said that they did

not face any difficulty whilepurchasing or billing time.


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NO82

YES18

Y E S N O

YES100

Y E S N O

YES68 %

NO32

Y E S N O

82% people said that they did notwish any products in the store

100% people said that the storewas clean.

68% people said that the

parking space providedwas appropriate


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GOOD70%

AVERAGE

10%

EXCELLENT

20%

EXCELLENT G O O D AV ERA G E POOR

YES100

Y E S N O

GOOD75%

EXCELLENT

25%

EXCELLENT G O O D AV E RA G E P O O R

70% peo ple said that the overallappearance of the staff was good

100% people said that theSignages were informative

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


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M OUTHPUBLICITY

39 %

NEW SPAPER

23%

TELE-CALLING

5%

FLYERS33 %

F LY E R S MOU TH PUBLICITY NEWS PAPER TELE-CALLING

FEMALE30 %

M ALE70%

MALE FEMALE

39% people said that news paperwas the media through which theygot to know the offers

70% of the customers were maleshoppers out of 100


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ICC

W EEKLY45%

FORTNIGHTLY17%

MONTHLY32 %

Q UARTERLY

5%

HALF-HEARLY

1%

WEEKLY FORTNIGHTLY MONTHLY QUARTERLY HALF-HEARLY

YES20%

NO80%

Y E S N O

45% of the customers shop weekly

80% of the customers wereTrusmart members out of 100


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EXCELLENT

23%

GOOD73%

AVERAGE

2%

POOR2%


GOOD75%

AVERAGE

7%

POOR2%

EX CELLENT

16%

EXCELLENT G O O D AV E R A G E P O O R

NO95

YES5%

Y E S N O

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

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

95% customers said that they didnot come across any difficulty

while billing or purchasing time.


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NO85

YES15

Y E S N O

YES100

Y E S N O

NO25

YES75

Y E S N O

85% customers said that they didnot wish any products to be added.

100% customers said that the storewas clean.

75% customers said that theparking space provided for us was

appropriate


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GOOD64%

AVERAGE11%

POOR5%

EXCELLENT

20%

EXCELLENT G O O D AV ERA G E POOR

YES100%

Y E S N O

GOOD72%

EXCELLENT

26%

AVERAGE

2%


64% customers said that theoverall appearance of the crewmembers was good.

100% customers said that theSignages were informative.

72% customers said that thevis ibility and shelf space

arrangement was good.


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TELE-

CALLING

10%

NEWS

PAPER

28%

M OUTH

PUBLICITY

33%

FLYERS

29%

F LY E R S M O U T H PU B L IC ITY N E W S PA PE R TE L E - CA L L IN G

FEMALE46% M ALE

54%

M A L E FEMALE

In ICC the customers came toknow about the offers through allthe Medias variably

The percentage of customers in ICCwas mostly equal but male shopperswere 54% & female were 46%


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PIMPRI

HALF-HEARLY

5%

MONTHLY47 %

FORTNIGHTLY25%

WEEKLY23%

WEEKLY FORTNIGHTLY M O N T H LY Q U A RTE RLY H A L F -H E A RLY

NO41 YES

59

Y E S N O

47% of the customers shopmonthly in pimpri out of 100.

59% of the customers said thatthey were Trusmart members.


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GOOD63 %

AVERAGE14%

EXCELLENT

23%


GOOD45%

AVERAGE23%

POOR16%

EXCELLENT

16%


YES24%

NO76%

Y E S N O

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

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

76% of the customers said that theydid not face any difficulty whilepurchasing or billing time.


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NO40 %

YES60 %

Y E S N O

NO

10%

YES

90%

Y E S N O

NO29%

YES71%

Y ES N O

76% of the customers said thatthey do not wish any products tobe added in our store.

90% of the customers said thatthe store was clean.

71% of the customers said that theparking space provided for themwas appropriate.


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GOOD71%

AVERAGE11%

POOR2%

EXCELLENT

16%

E X C E L L E N T G O O D AV E RA G E PO O R

NO15%

YES85%

Y E S N O

GOOD51 %

AVERAGE16%

POOR1% EXCELLEN

T

32 %

E X CE L LE N T G O O D AV E RA G E PO O R

71% of the customers said that theoverall appearance of the crewmembers was good.

85% of the customers said thatthe Signages were informative.

51% of the customers said that thevisibility and shelf spacearrangement of the store was good.


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NEW SPAPER

44%

TELE-CALLING

4% FLYERS15%

M OUTHPUBLICITY

37 %

F LY E R S M O U T H PU B L IC ITY N E W S PA PE R TE L E - CA L L IN G

FEMALE65 %

M ALE35 %

MALE F E M A L E

44% of the customers came toknow about the offers throughnews paper.

65% of the customers were femaleshoppers and 35% were maleshoppers.


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WALWEKAR NAGAR

FORTNIGH

TLY

17%

MONTHLY

31 %

QUARTER

LY

3%

HALF-

HEARLY

1 %WEEKLY

48%

WEEKLY FORTNIGHTLY M O N T H LY Q U A RTE RLY H A L F- H E ARLY

YES68 %

NO32

Y E S N O

48% of the customers shop weeklyat walwekar nagar.

68% of the customers are Tr usmartmembers at walwekar nagar.


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GOOD64%

AVERAGE10%

EXCELLENT

26%

EXCELLENT G O O D AV E RA G E

GOOD53 %

EXCELLENT

36 %

AVERAGE11%

E X C E L L E N T G O O D AV E RA G E PO O R

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

53% of the customers said thatthe variety of the products wasgood

YES19%

NO81%

Y E S NO

81% of the customers said that theydid not wish any products to be

added in the store.


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NO66 %

YES34%

Y E S N O

YES93

NO

7%

Y E S N O

NO30

YES70%

Y E S N O

66% of the customers said that theydid not come across any difficultywhile purchasing or billing period.

93% of the customers said that thestore was clean.

70% of the customers said thatthe parking space provided for

them was appropriate.


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GOOD68%

AVERAG E6%

EXCELLENT

26%

E X C E L L E N T G O O D AVERAGE

NO

15

Y ES85

YE S N O

GOOD57 %

AVERAGE4%

EXCELLENT

39 %

E X C E L L E N T G O O D AVERAGE POOR

68% of the customers said that theoverall appearance of the staff wasgood.


57% of the customers said that the

visibility and shelf spacearrangement of the store was good.


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M OUTHPUBLICITY

39 %

NEW SPAPER

28%

TELE-CALLING

1% FLYERS32 %

F LY E R S M O U T H PU B LICITY N E W S PA P E R TE L E - C A LL IN G

FEMALE53 %

M ALE47 %

M A LE F EM A LE

39% of the customers said thatthey came to know about theoffers by news paper.

53% of the customers were female.


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BHANDARKAR ROAD

WEEKLY47%

FORTNIGH

TLY

18%

MONTHLY

30%

QUARTER

LY

4%

HALF-

HEARLY

1 %

WEEKLY FORTNIGHTLY MONTHLY QUARTERLY HALF-HEARLY

NO53

YES47

Y E S N O

47% of the customers said thatthey shop weekly.

53% of the customers said thatthey were Trusmart members.


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GOOD74%

POOR1%AVERAGE

3%

EXCELLENT

22%

EXCELLENT G O O D AVE R AGE POOR

GOOD78%

AVERAGE8%

EX CELLENT

14%

EXCELLENT G O O D AV E R A G E P O O R

NO96%

Y ES4%

Y E S N O

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

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

96% of the customers said thatthey did not come across any

difficulty while purchasing orbilling period.


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NO82

YES18

Y E S N O

Y ES100

YE S

NO32%

YES68

Y E S N O

82% of the customers said thatthey did not want any produ ctsto be added in the store.

100% of the customers said thatthe store was clean.

68% of the customers said thatthe parking space provided tothem was appropriate.


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GOOD70%

AVERAGE10%

EXCELLENT

20%

EXCELLENT G O O D AVE R AGE POOR

YES100%

Y E S

EXCELLENT

25%

GOOD75%

E X C E L L E N T G O O D

70% of the customers said that theoverall appearance of the crewmembers was good.


75% of the customers said that thevisibility and shelf space

arrangement was good.


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M OUTHPUBLICITY

27%

NEW S

PAPER23%

TELE-CALLING

12%FLYERS

38 %

F LY E R S MOUTH PUBLICITY N E W S PA P E R TE L E - C A LL IN G

M ALE38 %

FEMALE62 %

MALE FEMALE

38% of the customers said thatthey came to know about theoffers through flyers.

62% of the customers were female.


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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

8

1 15

1 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

CA M P KO ND WA ICC PIMPRI WALWEKARB H A N D A R

KA R

Are you a Trusmart member ?

52

37

17

5968

3743 42

70

4132

42

0

20

40

60

80

Y E S 52 37 17 59 68 37

N O 43 42 70 41 32 42

CAMP KONDWA ICC PIMPRI WALWEKAR BHANDARKAR

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

As compared all the T ruMart the highest no. of T rusmart members areat walwekar nagar and lowest is at ICC .


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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

160 1

0

20

40

60

80

EXCELLENT 20 17 20 16 26 17

G O O D 65 59 63 45 63 59

AVERAGE 8 2 2 23 10 2

P O O R 2 1 2 16 0 1


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

160 0

0

20

40

60

80

EXCELLENT 20 11 14 16 36 11

G O O D 66 62 65 45 52 62

AV E R A G E 12 6 6 23 11 6

P O O R 2 0 2 16 0 0


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 theproducts 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 theproducts excellent.


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Did you come across any difficulty while purchasing or billing ?

133 4

24

3

19

8276

8376 76 80

0

20

40

6080

100

Y E S 13 3 4 24 3 19

N O 82 76 83 76 76 80

CAMP KONDWA ICC PIMPRI WALWEKARBHANDARKAR

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

33

14 13

60

34

14

6265

74

40

65 65

0

20

40

60

80

Y E S 33 14 13 60 34 14

N O 62 65 74 40 65 65


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

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


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Was the store clean ?

91100 100

90 92100

4 0 010 7

00

20

40

60

80

100

120

Y E S 91 100 100 90 92 100

N O 4 0 0 10 7 0

CAMP KONDWA ICC PIMPRI WALWEKARBHANDARKAR

W as the parking space provided to you appropriate ?

87

54

65

29

69

54

8

25 22

71

30 25

0

20

40

60

80

100

Y E S 87 54 65 29 69 54

N O 8 25 22 71 30 25


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 whosaid that they did not faced any parking problems. But in Pimpri therewere 71% people who said that there were parking problems.


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How was the overall appearance of the crew members?

2616 17 16

2616

58 55 5671 67

55

10 8 10 11 6 81 0 4 2 0 0

0

20

40

60

80

EXCELLENT 26 16 17 16 26 16

G O O D 58 55 56 71 67 55

AVERAGE 10 8 10 11 6 8

POOR 1 0 4 2 0 0

CAMP KONDWA ICC PIMPRI WALWEKARBHANDARK

AR

W ere the S ignages appropriate?

76

100 10085 84

100

19

0 0

15 150

0

20

40

60

80

100

120

Y E S 76 100 100 85 84 100

N O 19 0 0 15 15 0


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

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


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How was the visibility an d shelf space arrangement of the store?

17 20 2332

39

20

55 5962

51 5659

23

0 2

164 00 0 1 0 0

0

20

40

60

80

EXCELLENT 17 20 23 32 39 20

G O O D 55 59 62 51 56 59

AVERAGE 23 0 2 16 4 0

POOR 0 0 1 0 0


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

MOU TH PUB LICITY 24 31 29 37 38 27

NE WS PAPER 44 18 24 44 28 23

TELE-CALLING 2 4 9 4 1 12

CAMP KONDWA ICC PIMPRI WALWEKARBHANDAR

KA R

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

Most of the customers came to know about the offers through newspapers. But in Walwekar nagar, ICC and Kondwa the customers came toknow about the offers throu h mouth ublicit .


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Sex?

55 55

47

33

4738

44

24

40

62

52

62

0

1020

3040

50

60

70

M A L E 55 55 47 33 47 38

F E M A L E 44 24 40 62 52 62


AR

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


64/76


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Findings

From the analysis of the data I collected during the study I presentfollowing 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.

The offers given to the customers are repeated every time.


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 the y 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.


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Recommendations:

From the analysis of the data I collected during the study I presentfollowing 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.

The offers given to the customers are repeated every time .

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 Tr umart.

The most important recommendation is the number of Trusmart members

should be increased.

More customers should be converted into Trusmart members.


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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 r epeated commonly.

Less number of Trusmart members.


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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.


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71/76

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/


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TRUMART

Dear Customer,

In an effort to serve you better, we request you to fill in the followingquestionnaire.

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 orbilling?(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


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10. Were the signage s informativ e? (Yes/no)

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


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

Other : ___________________________________________.

13. Any other observations :____________________________________________________________________________________________________________________________________________.

14. Any other suggestions :____________________________________________________________________________________________________________________________________________.

Personal information:

Name: __________________________________________.

Age: ________. Sex: (Male / Female)

Address: __________________________________________ _________________________________________.

Contact no. : ________________. Mobile: _____________.

THANK YOU


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Photos of TruMart


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analysis of customer feedback at trumart a venture of piramy

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