Consumers perception towards Tata Croma at Pacific Mall.

Submitted by:

Manu MBA G A0101912277

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. Cromas Tagline is We help you buy

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.

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 sampling technique was followed. Sampling method: Data was collected from the questionnaires filled by customers.

Detailed Analysis
Q1. How did you come to know about Tata Croma.

Q2.Is this your First Visit at Tata Croma?

Q3. If no, did you purchase anything from this Tata Croma during your Last Visit?

1.Convenience of location
Convenience of location Cumulative Frequency Valid poor average good very good Total Missing Total System 24 50 51 25 150 0 150 Percent 16.0 33.3 34.0 16.7 100.0 0 100.0 Valid Percent 16.0 33.3 34.0 16.7 100.0 Percent 16.0 49.3 83.3 100.0

2. Pricing
Pricing

Frequency Valid poor average good Total Missing Total System 25 78 47 150 0 150

Percent 16.7 52.0 31.3 100.0 0 100.0

Valid Percent 16.7 52.0 31.3 100.0

Cumulative Percent 16.7 68.7 100.0

3. Offers and discounts

Offers and discounts

Frequency Valid very poor poor average good very good Total Missing Total System 7 27 85 20 11 150 0 150

Percent 4.7 18.0 56.7 13.3 7.3 100.0 0 100.0

Valid Percent 4.7 18.0 56.7 13.3 7.3 100.0

Cumulative Percent 4.7 22.7 79.3 92.7 100.0

4. Behavior of support staff

Behavior of support staff

Frequency
Valid very poor 12

Percent
8.0

Valid Percent
8.0

Cumulative Percent
8.0

poor
average good very good Total

7
47 59 25 150

4.7
31.3 39.3 16.7 100.0

4.7
31.3 39.3 16.7 100.0

12.7
44.0 83.3 100.0

Missing

System

Total

150

100.0

5. Helpfulness of the support staff

Ambience Frequency Valid very poor poor average good very good Total Missing Total System 6 12 36 66 30 150 0 150 Percent 4.0 8.0 24.0 44.0 20.0 100.0 0 100.0 Valid Percent 4.0 8.0 24.0 44.0 20.0 100.0 Cumulative Percent 4.0 12.0 36.0 80.0 100.0

6. Billing process
Billing process Cumulative Frequency Valid very poor poor average good very good Total Missing Total System 6 13 53 59 19 150 0 150 Percent 4.0 8.7 35.3 39.3 12.7 100.0 0 100.0 Valid Percent 4.0 8.7 35.3 39.3 12.7 100.0 Percent 4.0 12.7 48.0 87.3 100.0

Overall rating of Tata Croma at Pacific Mall.

Recommendations

After conducting the study, it was found that Tata 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 still a scope to improve the overall quality of products. By overall quality I mean the product offerings, ambience, product display etc. The display of the new products werent visible to the customers. Like in case of HTC ONE cell phone customer had to ask for its availability. It was very difficult to locate new mobile phones in hoard of old mobile phones. There should be new counter for new mobile phones released at the stores. This goes for many other products. Every section should have a sub section containing new releases. Croma should improve on its after sales support. Concerned person should go to the customers residence on the given time. This problem came to my notice through observation. There are very few schemes and promotion activities at TATA CROMA compared to its competitors.

 The store should seek a constant feedback from the customers so as to understand 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 and anniversaries, etc. and apart from sending cards in the festive season; they should also send cards on these special occasions. This will give personal touch and will develop better relationships with its customers. It should also give special discounts on birthdays of regular 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 promotional schemes 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 be taken care of.