stduy on customer satisfaction level at croma by parvaiz

8/2/2019 Stduy on Customer Satisfaction Level at Croma by Parvaiz

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EXECUTIVE SUMMARY


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This project is undertaken to know the customer satisfaction for

Croma situated at Ishaniya Mall in Shastri Nagar Pune. Also tounderstand the level of awareness of Croma products and quality ofservices.

There were some limitations while doing the project. The data wascollected by personally interviewing the respondents. It was verydifficult to take appointment of respondents.The type of Research is descriptive in nature. The nature of researchwas quantitative. The types of questions were standard with limited

probing and the type of questionnaire was structured. A sample sizeof 100 was chosen to carry out the survey. The scope of the studyconfined to the north eastern region of Pune city.

This study will help Croma to know the most popular way by whichthey are providing services and quality to the customers and to knowvarious Customers Perceptions.

From the survey, Researcher found that, the customers were highlysatisfied with the products and service of Croma, but there weresome complaints regarding after sales service and staff of Croma.

It was found that Croma is having a good brand image in the market.Most of the respondents considered Croma one of the best place toshop for electronic products.

The present is the era of customers. Customers are moreknowledgeable than ever before and because the customer is moreknowledgeable, companies must be faster, more agile and morecreative than few years ago. So companies should strive to enhance


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customer satisfaction through knowing their expectations regardingproducts.Croma should improve on their after sales support, and haveknowledgeable support staff.


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Chapter IINTRODUCTION TO THE STUDYA. Introduction

B. ObjectiveC. ScopeD. Limitation


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A.Introduction:The Project was for two months (June-July 2008). It consists of brief

history of Croma The Electronic Mega store, class room exercise and

market research of customer satisfaction. The project comprised of

field studies and collection of primary data from the customers of

Croma.

Before going to collect the data from the field I had attended

Training program by IMRB Pune to give us insight regarding Croma

products, its functions, skill evaluations of individuals and feedback

by experts. The questionnaire given by IMRB Pune for customer

satisfaction research purpose included all fundamental questions.

The fundamental selling skills were also taught by experts. The real

exhaustive work started from third week of June, by calling different

customers, taking an appointment, visiting their residence and

getting their feedback about Croma overall experience.

This project deals with the Market Research of customer

satisfaction. It includes the research, methodologies used for

collecting the data, heading towards analysis and interpretation I


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B. OBJECTIVE OF THE STUDYTo study the customers perception about Croma.

To know what attracts customers to Croma.

To know the overall Quality of products at Croma.

To study the overall working of the billing section.

To understand what the customers think about the Salespersonnel.

Club this point as to evaluate the day to day operations of croma wrtbilling and sales personnel

To know the Product Offerings at Croma.

To study the Product Aspects at Croma.

To understand customers perception about the advertisementof Croma.

To know the customers perception about After Sales of Croma.


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To know how likely are the customers to visit the store in thefuture.

To know if the customers will recommend the store to theirfriends and colleagues.


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B.SCOPEThe scope of study is wide and expanding. It was aimed at Customer

satisfaction level and their feedback, which would be beneficial to

Croma.

This study is confined to the north eastern areas of Pune city. In this

study 130 respondents were interviewed. The interviewees were the

customers who purchased any products above Rs 1000/- from

Croma.


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C. LIMITATION OF THESTUDY:1) It was very difficult to take appointment of the respondents.

2) The study was confined to Pune city only.

3) The time duration was restricted to 2months only.

4) Some customers were not ready to give their contact number.

5) Only those customers were suppose to be interviewed who had

purchased goods above Rs 1000/-


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Chapter IICOMPANY PROFILE


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Introduction About IMRB- PuneIMRB international was established in 1971. Since then it has been the

pioneer in market research. IMRB is involved in almost all the sectors

of market research ranging from Customers Satisfaction to

Information technology, from the brands like Hidalgo to Indian

Express group, the list is endless and so are there achievements.

Sectors of ResearchAlcoholHousehold careAutomotiveIT, Internet and TelecomAgriculture and Agro-productsIndustry and businessBuildings and ConstructionMedia and EntertainmentConsumer Durable


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Social and Rural

In India, IMRB International is an autonomous division of Hidustan

Thompson Associates Limited (HTA), HTAs divisions include JWT

(advertising), Fortune (advertising), Thompson Connect (Direct

Marketing), IPAN (public relations).

Service offered by IMRBThe depth and breadth of services that IMRB provides is extensive

and includes research and advisory services in the following areas:

Advertising, promotion and media researchB2B and Industrial ResearchBrand ResearchCustomer Satisfaction ResearchCorporate and Employee ResearchChannel and Retail ResearchProduct and Packaging ResearchPricing ResearchStrategic Market ResearchMystery Shopper Insights (MSI)
http://www.imrbint.com/services/adv.htmlhttp://www.imrbint.com/services/b2b.htmlhttp://www.imrbint.com/services/brand_research.htmlhttp://www.imrbint.com/services/csr.htmlhttp://www.imrbint.com/services/cer.htmlhttp://www.imrbint.com/services/crr.htmlhttp://www.imrbint.com/services/ppr.htmlhttp://www.imrbint.com/services/pr.htmlhttp://www.imrbint.com/services/smr.htmlhttp://www.imrbint.com/services/msi.htmlhttp://www.imrbint.com/services/msi.htmlhttp://www.imrbint.com/services/smr.htmlhttp://www.imrbint.com/services/pr.htmlhttp://www.imrbint.com/services/ppr.htmlhttp://www.imrbint.com/services/crr.htmlhttp://www.imrbint.com/services/cer.htmlhttp://www.imrbint.com/services/csr.htmlhttp://www.imrbint.com/services/brand_research.htmlhttp://www.imrbint.com/services/b2b.htmlhttp://www.imrbint.com/services/adv.html


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Footprints of IMRB


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Press Release


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CLIENTS PROFILE

Croma is Indias first national, large format, retail chain for consumer

electronic and durables. Croma simply believes in the philosophy

We help you buy.


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At Croma, well-trained store advisors,

who have an in-depth knowledge of the products, guide, and advice

and help their customers, choose a product that's just right.

The Aim of Croma is to ensure that their shoppers make informed

purchases.

Croma stores are large (15,000-20,000 sq ft), well-planned and

designed to make shopping a pleasure. The world class in-store

experience is backed by robust after-sales service.

Croma is owned and run by Infiniti Retail Limited, a 100% subsidiary

of Tata Sons. Woolworths Ltd, the Australian retail giant, provides

technical support and strategic sourcing facilities from its global

network.

Croma's first store opened on October 9, 2006 at Juhu in Mumbai, and

it's rolling out many more stores across India. So, no matter where

you are, if you want high-quality products, backed by advice you can

trust, head for the nearest Croma store.

Products Overview


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Technology simplifies life. Croma

simplifies technology. It offers shoppers one of widest ranges of

products and brands in consumer electronics and durables and a

shopping experience that's truly world-class. One can choose fromover 6000 products across eight categories. Cromas trained and

knowledgeable advisors help one arrive at an informed decision with

their personalized advice.

Whether you want to increase your productivity with the latest

notebook, tune into your favorite music on the go, keep your cool in

steamy weather with an AC, talk nineteen to the dozen on your

mobile phone or do your laundry in a jiffy with a fully-automatic

washing machine, Croma can help one make the right choice.

Products Offered


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1. Appliances2. Imaging


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3.Music andDVD s

4.Commutations


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5.Gaming

6.Home Entertainment


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7.Computers


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Croma in PuneCroma, the retail chain of large format consumer electronics and

durables mega stores, owned by one of the Tata Group retail arms

Infiniti Retail, launched two of its mega stores in Pune on 30th

August, 2007. The Pune stores are located at Ishanya mall (off Airport

Road) and Krome mall (Solapar Road). Eventually, Croma has

planned to set up eight stores in the city.


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Croma at Ishanya Mall (Pune)


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(From L-R) Mr. I. S. Narula, CEO & President, ISHNYA,Mr. Kishore Chauker, MD Tata Industries, Mr S. C.

Mehta,Vice-Chairman & MD, Deepak Fertilisers &

Petrochemicals Corporation Ltd. and Mr Ajit Joshi, MD &

CEO, Infiniti Retail at the Croma store opening

Press Release


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Chapter III

THEORETICAL FRAMEWORK

IT IS NO LONGER ENOUGH TO SATISFY CUSTOMERS.YOU

MUST DELIGHT THEM. MEASURING SATISFACTION.


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P.KOTLER.

Although the customer centered firm seeks to create high customer

satisfaction that is not its main goal. If the company increases

customer satisfaction, by lowering its price increasing its services, the

results may be lower profit. When customers rate their satisfaction

with an element of companies performance-say, delivery-the need to

recognize that customers vary in how they define goods delivery. It

could mean early delivery, on-time delivery, order completeness, and

so on. Yet if the company had to spell out every element in detail,

customers would face a huge survey questionnaire. The company

must also that two customers can report being highlysatisfied for

different reasons. One may be easily satisfied most of the time and

other might be hard to please but was pleased on this occasion.

Companies need to be specially concerned today with their

customer satisfaction level because today technology provides a tool

for consumers to spread bad word of mouth as well as good word of

mouth to the rest of the word.

MEASURING CUSTOMER SATISFACTION


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Todays companies are facing their

toughest competition ever. The companies can outperform the

competition if they can move from one product and sales philosophy

to a marketing philosophy.

Customer Satisfaction


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DEFINING CUSTOMERVALUE ANDSATISFACTIONOver 38 years ago, Peter Drucker observed that a companys first task is to

create customers. However, customers face a vast array of product and

brand choices, prices, and suppliers. How do they make their choices? We

believe that customers estimate which offer will deliver the most value.

Customers are the value maximizers, within the bounds of search, cost and

limited knowledge, mobility and income. They form an expectation of value

and act upon it. Whether or not the offer lives up to the value expectation,

affects both satisfaction and repurchase probability.

MARKET POTENTIALThe principles of determining market share and market potential are

the same for all geographical areas. First determine a customer

profile (who) and the geographic size of the market (how many). This

is the general market potential. Knowing the number and strength of

your competitors (and then estimating the share of business you will

take from them) will give you the market potential specific to your

enterprise.


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Market potential data measures the

likely demand for the product or the service. The data base projects

the expected number of customers and provides market potential

indexes [MPI]. An MPI compares a demand for the specific productor service in a trade area to the national demand for that product or

service nationally. The index is tabulated to represent a value of 100

as the average demand. A value of more than 100 represents high

demand, and a value of less than 100 represents low demand.

Determining what potential exists for a product or service is a vital

component to a strategic plan.


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Chapter IV

RESEARCH METHODOLOGY

A. Research Design


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Research design means adopting that

type technique of research which is most suited for the research and

study of the problem. For the study and the research of the problem

proper material has to be selected and collected for the investigation.

A research design is the arrangement of conditions for collection

and analysis of data in a manner that aims to combine relevance to

the research purpose with economy in procedure.

Jahoda, deutish. Cook.

In order to know about market potential of Croma it was necessary to

interact with the customer. The sample taken comprised of

respondents from Pune city. A questionnaire had to be designed to

collect valuable information from the different customer groups. The

questionnaire which was provided by the company was designed

suitably to meet the objective of research work.

NATURE OF RESEARCH


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In this project report I have undertaken

quantitative type of study.

TYPE OF QUESTIONS The questions in the questionnaire asked to the customers of Majestic

Furniture Mart are Straight Forward and Limited Probing.

TYPE OF QUESTIONNAIREThe questionnaire in this project report is straight forward and

formalized.

TYPE OF ANALYSIS The analysis done in this particular project report is statistical.

B. Sources of Data


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Primary data:The Primary data are those data which are collected fresh and for the

first time and thus happen to be original in character. The primarydata that was collected through interview conducted in Pune city.

The primary data sources include copies of questionnaire.

Secondary data:The secondary data are those which have already been collected

by someone else and which have been passed through the statistical

process. Secondary data was collected through company websites.

Some of the web sites IMRBinternational.com/.org,

www.cromaretail.com and some catalogs (i.e. management researchreview).

C. Primary Data Collection


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RESEARCH TECHNIQUE The researcher adopted survey method as a research technique for

this particular project report.

CONTACT METHODThe researcher interviewed the respondents by personal interview.

SAMPLING PLAN PopulationThe population covered in this project report refers to the customersof Majestic Furniture Mart, who have purchased the product in thelast two years.

Sample SizeThe sample size undertaken by the researcher for this particularproject report is 50 respondents.

Sample Element


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The respondents contacted in thisproject report are all the owners of furniture brought from MajesticFurniture Mart.

Sample ExtentThe researcher conducted the survey for customers in Pune city only.

Sample Duration The survey undertaken from the month of June to July, 2007 i.e. twomonths.

D. Research InstrumentQuestionnaires containing both open ended and close ended

questions were used as a research instrument in this particular

project report.


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Chapter vDATA ANALYSIS&INTERPRETATION


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1. Before purchasing the productdid u compare it with some other stores?

69%

31%

Yes

No

Respondents YES NO

Number of

respondents90 40

Interpretation:The above pie chart represents that about 69% of the respondents

said yes that they compared their products before purchasing and

31% said no. Most of the customers compare products / various

brands before making a purchase decision.


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2. Compared to what other stores charge for similarmerchandise, how would you rate the price you paid for?

43%

52%

5% 0% Low Priced

Moderately

Priced

High Priced

Very HighPriced

Respondents LowPriced

ModeratePriced

HighPriced

Very HighPriced

Number of

respondents42 48 4 0

Interpretation:42 respondents said it was low priced & 48 customers said the pricewas moderately priced & 4 customers said they were highly priced.


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3. Can you tell us what is the main reason why you bought thisproduct at Croma and not at the other stores?

31%

30%16%

13%

9% 1%

Proximity to

home/office

Price

Range / Variety of

products

Reputation of the

store brand

Previous Experience

After Sales

Interpretation:31% i.e. 40 respondents said they purchased the products becausethe Mall was near either to their home or office, 39 customers saidbecause of Price, 21 customers said because of the range ofproducts,17 customers said because of the reputation of the store,12customers said their previous experience was good, & 1 customerssaid Croma had a good After sales.

Response Proximitytohome/office

Price Range/Varietyof

products

Reputationof the store PreviousExperience AfterSales

No. of

customers40 39 21 17 12 1


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4. How would you rate the overall Product Offering? ByProduct offering we mean, the range, availability etc.

24%

44%

31%

1%

Excellent

Good

Fair

Poor

Respondents Excellent Good Fair Poor

Number of


Interpretation:The above graph represents that about 24% i.e. 32 respondents said

Excellent about Product offerings, 57 respondents said good, 40

customers said Fair & a single respondent said poor.


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5. How would you rate the Physical Aspects of the Store in termsof its design, layout, space and ambience excluding the productoffering?


Number of


Interpretation:About 65 respondents said excellent about the Physical Aspect of the

store, 54 respondents said good, 11 respondents said Fair.


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6. How would you rate the Overall Quality of the shoppingexperience at Croma?


Number of


Interpretation:4% i.e. 5 customers out of 130 said excellent, 71% i.e. 92 customers

said good, and 33 customers said the overall quality was Fair.


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7. Based on all your experiences you had through all your visitsto the store, how would you rate the Sales Personnel (in terms

of overall appearance, courtesy, helpfulness etc)?

Respondents Excellent Good Fair PoorNumber of


Interpretation:36% i.e. 46 respondents said the Sales personnel were poor, 26%

i.e. 34 respondents said Fair, 29 respondents said good & 21 ofthem said it was excellent.


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8. Based on the experience, how would you rate the overall Billingsection (in terms of Efficiency of the cashier, accuracy of the bill,

waiting time at the queue etc)?


Number of


Interpretation:Out of 130 respondents 46 said the Billing section was excellent, 41

of them said it was good, 34 respondents said fair & 9 said it was

poor.


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9. Based on your experiences, how would you rate the overallquality of Advertisingof Croma?


Number of


Interpretation:Out of 130 respondents 13 of them said the advertisement of Croma

was excellent, 43 respondents said good, 50 respondents said fair &

24 of them said poor.


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10. Have you taken any After Sales Support from Croma (By afterSales Service Support, we mean Delivery, Installation, Demo

etc)?

Respondents YES NO

Number of

respondents60 70

Interpretation:46% of the total i.e. 60 respondents said they took After SalesSupport from & 54% i.e. 70 respondents said no.


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11. Based on the experience, how would you rate the overall After

Sales Support of Croma?


Number of


Interpretation:Out of 60 respondents 9 said After Sales Support was excellent, 11

said it was good 16 said it was fair and 24 said poor.


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12. What is the likelihood that you will make your next ConsumerElectronic/ durable Purchase at Croma?

Respondents ExtremelyLikely

VeryLikely

SomewhatLikely

Not at allLikely

Number of


Interpretation:24% of respondents said their visit would be extremely likely 40% i.e.

52 respondents said Very likely 40 customers said somewhat likely &

7 customers said that they wont make any visit again to the store.


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13. If a friend or colleague were to ask you to Recommend ashopping store for Consumer Electronics & Durables, what is thelikelihood that you would recommend Croma?

Respondents ExtremelyLikely

VeryLikely

SomewhatLikely

Not at allLikely

Number of


Interpretation:42 customers said that they are extremely likely to recommend the

store to their friends or colleague, 39 customers said very likely, 45

said somewhat likely & 4 customers not at all likely.


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14.Do u believe that Croma helps you buy?

Respondents YES NO

Number of

respondents87 43

Interpretation:67% out of 130 respondents said that they believe Croma helps youbuy and the remaining 33% said no.


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Chapter VIFINDINGSSUGGESTIONSCONCLUSIONS


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A. FindingsFrom the survey done with the help of questionnaire,

the following findings were analyzed:-

From the research conducted, before purchasing the productsfrom the store few of the customers compared the price from

other stores.

From the survey conducted most of the customers, (i.e. 48 out90 customers) thought that Croma is moderately priced.

31% of the total respondents said they purchased the productsfrom Croma because it was either close by to their house or

office. And 30% said because of the price structure of Croma.

More than 50% of total respondent said they liked the overallshopping experience at Croma.

From the survey 31 customers said that they are extremelylikely to make their next purchase from Croma, and 52 of the

total said they are very likely to make their next purchase.


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From the survey done it is found that majority of the customersi.e. 35% said that they were somewhat likely to recommend the

store to their friends or colleague, 32% said they are extremely

likely and 30% said they were very likely to recommend the

store.

Majority of the respondents i.e. 57 said that the Product offeringat croma was good, and 32 respondents said it was excellent.

Amongst the customers surveyed 50% said that the physicalaspect of the store was excellent and 42% said it was good.

Majority of the customers gave a negative reply about theadvertisement of Croma, 50 respondents said it was fair and 24

said it was Poor. Specify reason for not liking.

From the survey conducted 48% i.e. 62 respondents said thatthe Sales Personnel were poor, and 20 of the total said they

were fair.


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Amongst the respondents surveyed 35% said that the billingsection was excellent and 32% said it was good.

Out of the 130 respondents 60 respondents said that they hadtaken after sales support and the remaining 70 had not taken.

And out of the 60 respondents who had taken After salessupport 40% said that the after sales was poor and 27% said it

was fair.

From the survey conducted 67% respondents said they believecroma helps you buy and the remaining thought the other

way.


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B. ConclusionFrom the survey we can conclude that:

Most of the customers before purchasing compared theproducts with some other stores.

Croma is the store where customers believe that the price of theproduct is moderate.

Proximity to house or office is the major reason why peopleprefer croma which is situated off the Air Port road Yerwada,

and the other reason is that the price of the products is

moderate as compared with other store.

Overall quality of croma is good. But there is scope to improveit more.

Most of the customers are likely to visit the store in future ifthey have a requirement; however, there are customers who

will definitely not visit the store if they have a requirement.


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Majority of the customers are somewhat likely to recommendthe store to their friends or colleagues.

The Product offering according to the customers was good.

The customers of croma said that the physical aspect of cromawas excellent. They liked the layout the spacing of the store and

the ambience.

Most of the customers were not aware of any advertisement ofcroma.

Majority of the customers were unhappy with the salespersonnel. Because they do not provide adequate knowledge

about the product.

The billing section was quick enough. If there were anyproblem regarding the bill the concerned person would help

them.


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Majority of the customers said that the after sales were poorand need to be improved.

Most of the customers agree to the tag line of croma CromaHelps You Buy.


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c. Suggestions After conducting the study, it was found that Tatas croma has a

good reputation in the market; at the same time it is maintain a good

brand image. Most of the customers are satisfied with the products of

Croma.

Following are the suggestions:

There is a scope to improve the overall quality of products. Byoverall quality I mean the product offerings, ambience, product

display etc.

The display of the new products werent visible to thecustomers.

The sales personnel should update their knowledge about theproducts. Proper training should be given to them.

The quality of the product needs improvement as in somecomplaints the customers complained regarding the quality not

meeting their expectations.


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Croma should improve on its after sales support. Its concernedperson should go to the customers residence on the given time.

There are very few schemes and promotion activities at cromaas compared to its competitors.

The store should seek a constant feedback from the customers so as tounderstand the customers feelings regarding the product and services

and also to incorporate changes if any.

The store should have a data base of customers birthdays andanniversaries, etc. and apart from sending cards in the festive season;

they should also send cards on these special occasions.


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Chapter VIIAPPENDICLES


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QUESTIONNAIREI'm from Customer Satisfaction Management and Measurement(CSMM), a specialist unit of the Indian Market Research Bureau(IMRB), a leading market research agency in India. We areconducting a survey on behalf of Croma as they are interested infinding the customer experience so that they could improve theirofferings.

NAME:

ADDRESS: CONTACT NO.

1. Before purchasing the product did u compare it with some other stores?(a) Yes (b) No

2. Compared to what other stores charge for similar merchandise, how wouldyou rate the price you paid for?

(a)Low Priced (c) High Priced(b)Moderate Priced (d) Very High Priced

3. Can you tell us what is the main reason why you bought this product atCroma and not at the other stores?

(a)Proximity to home/office (e) Previous experience

(b)Price (f) After Sales

(c)Range variety of products(d)Reputation of the store


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4. How would you rate the overall Product Offering? By Product offering wemean, the range, availability etc.

(a)Excellent (c) Fair

(b) Good (d) Poor

5. How would you rate the Physical Aspects of the Store in terms of itsdesign, layout, space and ambience excluding the product offering?

(a)Excellent (c) Fair(b)Good (d) Poor

6. How would you rate the Overall Quality of the shopping experience atCroma?

(a) Excellent (c) Fair(b) Good (d) Poor

7. Based on all your experiences you had through all your visits to the store,how would you rate the Sales Personnel (in terms of overall appearance,courtesy, helpfulness etc)?


8. Based on the experience, how would you rate the overall Billing section (in

terms of Efficiency of the cashier, accuracy of the bill, waiting time at thequeue etc)?



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9. Based on your experiences, how would you rate the overall quality ofAdvertisingof Croma?


10. Have you taken any After Sales Support from Croma (By after SalesService Support, we mean Delivery, Installation, Demo etc)?


11. Based on the experience, how would you rate the overall After SalesSupport of Croma?


12. What is the likelihood that you will make your next Consumer Electronic/

durable Purchase at Croma?

(a)Extremely likely (c) Somewhat likely(b)Very likely (d) Not at all likely

13. If a friend or colleague were to ask you to Recommend a shopping storefor Consumer Electronics & Durables, what is the likelihood that you wouldrecommend Croma?

(a)Extremely likely (c) Somewhat likely(b)Very likely (d) Not at all likely

14. Do u believe that Croma helps you buy?

(a) Yes (e) No


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BIBLIOGRAPHYBooks Author

a) Marketing Management Philip Kotler

10th Edition September 1999

b) Marketing Research S.L GuptaFirst Edition 2003

B/G. C. Beri

Websites: - www.imrbint.com

www.cromaretail.com

www.google.com
http://www.imrbint.com/http://www.imrbint.com/http://www.cromaretail.com/http://www.cromaretail.com/http://www.google.com/http://www.google.com/http://www.google.com/http://www.cromaretail.com/http://www.imrbint.com/

stduy on customer satisfaction level at croma by parvaiz

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