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Consumers perception towards

Tata Croma at Pacific Mall.

Submittedby:

ManuMBA G

A0101912277

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Introduction

Company: Infinity Retail Private Ltd. (TATA

CROMA).

It is a consumer electronic retail store.

It deals in around 6000 products.

It has 94 stores all across India. CromasTagline is We help you buy

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Objectives of the study

1. To gain an insight about the perception of

the customers towards Tata Croma at Pacific

Mall.

2. To find out various reasons behind

nonperformance of Tata Croma at Pacific Mall

3. To provide recommendations to improve

sales at Tata Croma, Pacific Mall.

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Research Methodology

Research Design: Single Cross-sectional Design.(Descriptive Research).And Pilot survey( Exploratory Research).

Methods of Data Collection:

1. General Observations.

2. Questionnaire.

Sampling unit: - Customers visiting Tata Croma at Pacific Mall.

Sample Size: The sample size taken was of 150 respondents for this study.

Sampling technique: Normal Convenience and judgmental samplingtechnique was followed.

Sampling method: Data was collected from the questionnaires filled bycustomers.

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Detailed Analysis

Q1. How did you come to know about Tata

Croma.

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Q2.Is this your First Visit at Tata

Croma?

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Q3. If no, did you purchase anything from

this Tata Croma during your Last Visit?

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1.Convenience of location

Convenience of location

Frequency Percent Valid Percent

Cumulative

Percent

Valid poor 24 16.0 16.0 16.0

average 50 33.3 33.3 49.3

good 51 34.0 34.0 83.3

very good 25 16.7 16.7 100.0

Total 150 100.0 100.0

Missing System 0 0

Total 150 100.0

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2. Pricing

Pricing

Frequency Percent Valid Percent Cumulative Percent

Valid poor 25 16.7 16.7 16.7

average 78 52.0 52.0 68.7

good 47 31.3 31.3 100.0

Total 150 100.0 100.0

Missing System 0 0

Total 150 100.0

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3. Offers and discounts

Offers and discounts

Frequency Percent Valid Percent Cumulative Percent

Valid very poor 7 4.7 4.7 4.7

poor 27 18.0 18.0 22.7

average 85 56.7 56.7 79.3

good 20 13.3 13.3 92.7

very good 11 7.3 7.3 100.0

Total 150 100.0 100.0

Missing System 0 0

Total 150 100.0

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4. Behavior of support staff

Behavior of support staff

Frequency Percent Valid Percent Cumulative PercentValid very poor 12 8.0 8.0 8.0

poor 7 4.7 4.7 12.7average 47 31.3 31.3 44.0good 59 39.3 39.3 83.3very good 25 16.7 16.7 100.0Total 150 100.0 100.0

Missing System 0 0

Total 150 100.0

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5. Helpfulness of the support staff

Ambience

Frequency Percent Valid Percent Cumulative Percent

Valid very poor 6 4.0 4.0 4.0

poor 12 8.0 8.0 12.0

average 36 24.0 24.0 36.0

good 66 44.0 44.0 80.0

very good 30 20.0 20.0 100.0

Total 150 100.0 100.0

Missing System 0 0

Total 150 100.0

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6. Billing process

Billing process

Frequency Percent Valid Percent

Cumulative

Percent

Valid very poor 6 4.0 4.0 4.0

poor 13 8.7 8.7 12.7

average 53 35.3 35.3 48.0

good 59 39.3 39.3 87.3

very good 19 12.7 12.7 100.0

Total 150 100.0 100.0

Missing System 0 0

Total 150 100.0

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Overall rating of Tata Croma at Pacific

Mall.

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Recommendations

After conducting the study, it was found that Tata croma has a good reputationin the market; at the same time it is maintain a good brand image. Most of thecustomers are satisfied with the products of Croma. Following are thesuggestions:

There is still a scope to improve the overall quality of products. By overallquality I mean the product offerings, ambience, product display etc.

The display of the new products werent visible to the customers. Like in case ofHTC ONE cell phone customer had to ask for its availability. It was very difficultto locate new mobile phones in hoard of old mobile phones. There should benew counter for new mobile phones released at the stores. This goes for manyother products. Every section should have a sub section containing newreleases.

Croma should improve on its after sales support. Concerned person should goto the customers residence on the given time. This problem came to my noticethrough observation.

There are very few schemes and promotion activities at TATA CROMA comparedto its competitors.

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The store should seek a constant feedback from the customers soas to understand the customers feelings regarding the product andservices and also to incorporate changes if any.

The store should have a data base of customers birthdays and

anniversaries, etc. and apart from sending cards in the festiveseason; they should also send cards on these special occasions. Thiswill give personal touch and will develop better relationships withits customers. It should also give special discounts on birthdays ofregular customers.

More emphasis should be given towards the advertisements. As

still there are many people un aware of Tata Croma at Pacific Mall. There should be a hoarding at ground Floor of the Mall as Croma is

situated in the basement. Hoarding should consist of promotionalschemes to induce customers to visit the store.

Some areas require cleanliness. Some of the dummies in the

communication section are not charged. These matters should betaken care of.