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
Research
4 37
Methodology
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.
 Part of diversified Piramal Group

Ashok Piramal Group turnover of Rs 700 Cr FY06

Lifestyle Retail
Entertainment Center Piramyd Retail
Mall Management Limited
Textiles
Real Estate

1934 1978 1999 2001 2005

Engineering FHPC Retail

First modern mall in the country, One of the first

players in Lifestyle & FHPC

Expansion Plan

18 Piramyd Megastores 87 TruMart Stores by

20 by 100 FY 2008
18 90 87
18 FY 2008
16 80
14 70
11 60 51
12
50
10 7 40
8
5 30 12
6 20
4 3 9
1 2 10 1 2 4 5
2 0
0
2002

2003
2004

2005

Oct-05
2006
2007

2008
2000

2002

2004

Oct-05

2007
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:

BRANDS
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
Johnson&
MDH Bambino McCain's Society 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

QUARTERL HALF-
Y HEARLY
7% 8% WEEKLY
37%
Camp TruMart has
MONTHLY
maximum number of
23% shoppers weekly.
FORTNIGHT
LY
25%

WEEKLY FORTNIGHTLY MONTHLY QUARTERLY HALF-HEARLY

NO
45%
YES
55%

In Camp there are 55/100 customers

who are Trusmart members

YES NO
 EXCELLEN
AVERAGE T
11% 21%

The quality of the products

available at camp is really
good as 70% of the customers
GOOD
68% said

EXCELLENT GOOD AVERAGE

EXCELLEN
POOR T
AVERAGE
3% 18%
16%

The variety of the product

at camp is very good as
63% of the customers said
GOOD
63%

EXCELLENT GOOD AVERAGE POOR

YES
14%

In Camp 86% of the

customers said that they did not
faced any problems while
NO purchasing or billing
86%

YES NO
 YES
65% of the customers were 35%

satisfied with the products that

TruMart had & they didn t wanted
any products to be added
NO
65%

YES NO

NO
4%

96% of the customers said

that the store was clean
YES
96%

YES NO

NO
8%

92% of the customers said that the

parking provided for us was
sufficient & appropriate.
YES
92%

YES NO
 POOR
AVERAGE EXCELLEN
1%
11% T
27%

61% of the customers said that the

overall appearance of the staff
members of TruMart is good.
GOOD
61%

EXCELLENT GOOD AVERAGE POOR

NO
20%

80% of the customers said

that the signages in the store
were informative. YES
80%

YES NO

EXCELLEN
AVERAGE T
24% 18%

58% of the customers said

that the visibility and shelf
space arrangement was good.

GOOD
58%

EXCELLENT GOOD AVERAGE

 TELE-
CALLING FLYERS
2% 26%

47% of the customers said that NEWS

they have come to know about PAPER
47%
the offers at TruMart through
newspaper, 26% by flyers &
25% by mouth publicity. MOUTH
PUBLICITY
25%

FLYERS MOUTH PUBLICITY

NEWS PAPER TELE-CALLING

FEMALE
44%

56% of the customers were

Male and 44% were Female.

MALE
56%

MALE FEMALE
 KONDWA

QUARTERL HALF-
Y HEARLY
4% 1%
MONTHLY WEEKLY
30% 47%
In Kondwa there 47%
people who shop weekly
FORTNIGH
TLY
18%

WEEKLY FORTNIGHTLY MONTHLY

QUARTERLY HALF-HEARLY

YES
NO 47%

47/100 people are Trusmart 53%

members

YES NO
 EXCELLE
POOR NT
AVERAGE
1% 22%
3%

74% people said that the quality

of the products is good
GOOD
74%

EXCELLENT GOOD AVERAGE POOR

EXCELLE
AVERAGE NT
8% 14%

78% people said that the variety

of the products is good

GOOD
78%

EXCELLENT GOOD AVERAGE POOR

YES
4%

96% people said that they did

not face any difficulty while
NO
purchasing or billing time.
96%

YES NO
 YES
18%

82% people said that they did not

wish any products in the store

NO
82%

YES NO

YES
100%
100% people said that the store
was clean.

YES NO

NO
32%
68% people said that the YES
parking space provided 68%

was appropriate

YES NO
 AVERAG EXCELLE
E NT
10% 20%

70% people said that the overall

appearance of the staff was good

GOOD
70%

EXCELLENT GOOD AVERAGE POOR

YES
100% people said that the 100%

Signages were informative

YES NO

EXCELLE
NT
25%

75% people said that the visibility

and shelf space management of
the store was good
GOOD
75%

EXCELLENT GOOD AVERAGE POOR

 TELE-
CALLING
NEWS 5%
PAPER FLYERS
23% 33%

39% people said that news paper

was the media through which they
got to know the offers

MOUTH
PUBLICITY
39%
FLYERS MOUTH PUBLICITY NEWS PAPER TELE-CALLING

FEMALE
30%
MALE
70% of the customers were male
70% shoppers out of 100

MALE FEMALE
 ICC

QUARTERL HALF-
Y HEARLY
5% 1%

MONTHLY WEEKLY
32% 45% 45% of the customers shop weekly

FORTNIGH
TLY
17%
WEEKLY FORTNIGHTLY MONTHLY QUARTERLY HALF-HEARLY

YES
20%
80% of the customers were NO
80%
Trusmart members out of 100

YES NO
 AVERAG POOR
E 2% EXCELLE
2% NT
23%

73% customers said that they find

the quality of the products good.

GOOD
73%

EXCELLENT GOOD AVERAGE POOR

AVERAG EXCELLE
E POOR
NT
2%
7% 16%

75% customers said that they find

the variety of the products good.

GOOD
75%

EXCELLENT GOOD AVERAGE POOR

YES
5%

95% customers said that they did

not come across any difficulty
while billing or purchasing time.
NO
95%

YES NO
 YES
15%
85% customers said that they did
not wish any products to be added. NO
85%

YES NO

YES
100% 100% customers said that the store
was clean.

YES NO

NO
25%
75% customers said that the
YES
parking space provided for us was 75%
appropriate

YES NO
 EXCELLE
POOR NT
AVERAGE 5% 20%
11%

64% customers said that the

overall appearance of the crew
members was good.
GOOD
64%

EXCELLENT GOOD AVERAGE POOR

100% customers said that the YES

100%
Signages were informative.

YES NO

AVERAG EXCELLE
E NT
2% 26%

72% customers said that the

visibility and shelf space
arrangement was good.

GOOD
72%

EXCELLENT GOOD AVERAGE POOR

 TELE-
CALLING
10% FLYERS
29%
NEWS
PAPER
28%

In ICC the customers came to

know about the offers through all
the Medias variably
MOUTH
PUBLICITY
33%

FLYERS MOUTH PUBLICITY NEWS PAPER TELE-CALLING

FEMALE The percentage of customers in ICC

MALE
46%
54% was mostly equal but male shoppers
were 54% & female were 46%

MALE FEMALE
 PIMPRI

HALF-
HEARLY
5% WEEKLY
23%

47% of the customers shop

monthly in pimpri out of 100.
MONTHLY FORTNIGH
47% TLY
25%

WEEKLY FORTNIGHTLY MONTHLY QUARTERLY HALF-HEARLY

NO
59% of the customers said that 41% YES
59%
they were Trusmart members.

YES NO
 EXCELLEN
AVERAGE T
14% 23%

63% of the customers said that the

quality of the products was good.

GOOD
63%

EXCELLENT GOOD AVERAGE POOR

EXCELLEN
POOR T
16% 16%

45% of the customers said that the

variety of the products was good.
AVERAGE
23% GOOD
45%

EXCELLENT GOOD AVERAGE POOR

YES
24%

76% of the customers said that they

did not face any difficulty while
purchasing or billing time.
NO
76%

YES NO
 NO
40%

76% of the customers said that

they do not wish any products to YES
be added in our store. 60%

YES NO

NO
10%

90% of the customers said that

the store was clean.

YES
90%

YES NO

NO
71% of the customers said that the 29%
YES
parking space provided for them 71%
was appropriate.

YES NO
 POOR EXCELLEN
2% T
AVERAGE
11% 16%

71% of the customers said that the

overall appearance of the crew
members was good.

GOOD
71%

EXCELLENT GOOD AVERAGE POOR

NO
15%

85% of the customers said that

the Signages were informative.

YES
85%

YES NO

POOR
1% EXCELLEN
AVERAGE T
16% 32%

51% of the customers said that the

visibility and shelf space
arrangement of the store was good.

GOOD
51%

EXCELLENT GOOD AVERAGE POOR

 TELE-
CALLING
FLYERS
NEWS 4%
15%
PAPER
44%
44% of the customers came to
know about the offers through
news paper. MOUTH
PUBLICITY
37%

FLYERS MOUTH PUBLICITY NEWS PAPER TELE-CALLING

MALE
35%

65% of the customers were female

shoppers and 35% were male
shoppers.
FEMALE
65%

MALE FEMALE
 WALWEKAR NAGAR

QUARTER
LY HALF-
3% HEARLY
MONTHLY 1%
31%
WEEKLY
48%

48% of the customers shop weekly

at walwekar nagar.

FORTNIGH
TLY
17%

WEEKLY FORTNIGHTLY MONTHLY QUARTERLY HALF-HEARLY

NO
68% of the customers are Trusmart 32%
YES
members at walwekar nagar. 68%

YES NO
 AVERAGE EXCELLEN
10% T
26%

64% of the customers said that the

quality of the products was good

GOOD
64%

EXCELLENT GOOD AVERAGE

AVERAGE EXCELLEN
11% T
36%

53% of the customers said that

the variety of the products was
good GOOD
53%

EXCELLENT GOOD AVERAGE POOR

YES
19%

81% of the customers said that they

did not wish any products to be
added in the store.
NO
81%

YES NO
 YES
34%

66% of the customers said that they

did not come across any difficulty
while purchasing or billing period.
NO
66%

YES NO

NO
7%

93% of the customers said that the

store was clean.

YES
93%

YES NO

NO
30%

70% of the customers said that

the parking space provided for
them was appropriate.
YES
70%

YES NO
 AVERAGE EXCELLE
6% NT
26%

68% of the customers said that the

overall appearance of the staff was
good.
GOOD
68%

EXCELLENT GOOD AVERAGE

NO
15%

85% of the customers said that

the Signages were informative.

YES
85%

YES NO

EXCELLEN
AVERAGE T
4% 39%

57% of the customers said that the

visibility and shelf space
arrangement of the store was good.
GOOD
57%

EXCELLENT GOOD AVERAGE POOR

 TELE-
NEWS CALLING
1% FLYERS
PAPER
32%
28%

39% of the customers said that

they came to know about the
offers by news paper.
MOUTH
PUBLICITY
39%

FLYERS MOUTH PUBLICITY NEWS PAPER TELE-CALLING

FEMALE MALE
53% 47% 53% of the customers were female.

MALE FEMALE
 BHANDARKAR ROAD

HALF-
QUARTER
HEARLY
LY
1%
4%

WEEKLY
MONTHLY
47%
30%

47% of the customers said that

they shop weekly.

FORTNIGH
TLY
18%

WEEKLY FORTNIGHTLY MONTHLY QUARTERLY HALF-HEARLY

NO YES
53% 47%
53% of the customers said that
they were Trusmart members.

YES NO
 POOR EXCELLEN
AVERAGE T
1%
3% 22%

74% of the customers said that the

quality of the products was good.

GOOD
74%

EXCELLENT GOOD AVERAGE POOR

EXCELLEN
AVERAGE T
8% 14%

78% of the customers said that the

variety of the products was good.

GOOD
78%

EXCELLENT GOOD AVERAGE POOR

YES
4%

96% of the customers said that

they did not come across any
difficulty while purchasing or
billing period.
NO
96%

YES NO
 YES
82% of the customers said that 18%
they did not want any products
NO
to be added in the store. 82%

YES NO

YES
100% of the customers said that
100% the store was clean.

YES

NO
68% of the customers said that 32%
YES
the parking space provided to 68%
them was appropriate.

YES NO
 EXCELLEN
AVERAGE
T
10%
20%

70% of the customers said that the

overall appearance of the crew
members was good.
GOOD
70%

EXCELLENT GOOD AVERAGE POOR

100% of the customers said that YES

100%
the Signages were informative.

YES

EXCELLEN
T
25%

75% of the customers said that the

visibility and shelf space
arrangement was good.
GOOD
75%

EXCELLENT GOOD
 TELE-
CALLING
12%
FLYERS
NEWS
38%
PAPER
38% of the customers said that 23%

they came to know about the

offers through flyers.

MOUTH
PUBLICITY
27%
FLYERS MOUTH PUBLICITY NEWS PAPER TELE-CALLING

MALE
38%
FEMALE
62% 62% of the customers were female.

MALE FEMALE
How often do you shop at TruMart ?

50 47 47

37 39 37
40 34
28 30
30 2422 24 2325 24
20 15 17
14 14
10 78 5
31 4 31 31
1 0
0
WALWEKA BHANDAR
CAMP KONDWA ICC PIMPRI
R KAR

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

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

Are you a Trusmart member?

80 70 68
59
60 52
43 42 41 42
37 37
40 32

17
20

0
BHANDARKA
CAMP KONDWA ICC PIMPRI WALWEKAR
R
YES 52 37 17 59 68 37
NO 43 42 70 41 32 42

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?

80
65 63 63
59 59
60
45
40 26
20 20 23
17 16 16 17
20 8 10
2 2 1 2 2 0 2 1
0
BHANDARK
CAMP KONDWA ICC PIMPRI WALWEKAR
AR

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

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

How do you find the variety of the products?

80 66 62 65 62
60 52
45
36
40
20 23
12 14 16 16
20 11 11 11
2 6 6 2 6
0 0 0
0
BHANDARK
CAMP KONDWA ICC PIMPRI WALWEKAR
AR

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

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?

100
82 83 80
76 76 76
80

60

40
24
19
20 13
3 4 3
0
BHANDARKA
CAMP KONDWA ICC PIMPRI WALWEKAR
R
YES 13 3 4 24 3 19
NO 82 76 83 76 76 80

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.

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

80 74
62 65 65 65
60
60

40
40 33 34

20 14 13 14

0
BHANDARKA
CAMP KONDWA ICC PIMPRI WALWEKAR
R

YES 33 14 13 60 34 14
NO 62 65 74 40 65 65

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?

120
100 100 100
100 91 90 92

80

60
40
20 10 7
4 0 0 0
0
BHANDARKA
CAMP KONDWA ICC PIMPRI WALWEKAR
R
YES 91 100 100 90 92 100
NO 4 0 0 10 7 0

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.

Was the parking space provided to you appropriate?

100 87
80 71 69
65
60 54 54

40 29 30
25 22 25
20 8

0
BHANDARKA
CAMP KONDWA ICC PIMPRI WALWEKAR
R

YES 87 54 65 29 69 54
NO 8 25 22 71 30 25

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?

80 71 67
58 55 56 55
60

40 26 26
16 17 16 16
20 10 8 10 11 8
4 2 6
1 0 0 0
0
WALWEKA BHANDARK
CAMP KONDWA ICC PIMPRI
R AR
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

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

Were the Signages appropriate?

120
100 100 100
100 85 84
76
80

60

40
19 15 15
20
0 0 0
0
BHANDARK
CAMP KONDWA ICC PIMPRI WALWEKAR
AR

YES 76 100 100 85 84 100

NO 19 0 0 15 15 0

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?

80
59 62 59
55 56
60 51
39
40 32
23 20 23 20
17 16
20
00 20 1 40 00
0
WALWEKA BHANDARK
CAMP KONDWA ICC PIMPRI
R AR
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

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

How did came to know about the offers?

50 44 44
37 38 38
40 31 32
29 28 27
30 2524 26 25 24 23
18
20 15
12
9
10 2 4 4
1
0
WALWEK BHANDAR
CAMP KONDWA ICC PIMPRI
AR KAR

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

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?

70 62 62
60 55 55
52
44 47 47
50
40 38
40 33
30 24
20
10
0
WALWEKA BHANDARK
CAMP KONDWA ICC PIMPRI
R AR

MALE 55 55 47 33 47 38
FEMALE 44 24 40 62 52 62

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.

The offers given to the customers are repeated every time.

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

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.

The offers given to the customers are repeated every time.

There should be new offers every time.

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

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)
 QUESTIONNAIRE

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)
(Excellent / good / average / poor)
 10. Were the signage s informative?
(Yes/no)
11. How was the visibility and shelf space arrangement of the
store?
(Excellent / good / average / poor)
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
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