Research Study

Undertaken At

Submitted to:

K.L.E SOCIETY’S
COLLEGE OF BUSINESS ADMINISTRATION
LINGARAJ COLLEGE, BELAGAVI

Submitted by:
PARTH BADIGER

Seat no.: 0320088

Specialization: BUSINESS ANALYTICS

 K.L.E SOCIETY’S
COLLEGE OF BUSINESS ADMINISTRATION
LINGARAJ COLLEGE, BELAGAVI
(AUTONOMOUS)
ACCREDITED AT THE LEVEL “A” BY NAAC

CERTIFICATE

This is to certify that Mr. Parth Badiger has completed the research study at
“Infiniti retail ltd” from 8th November 2022 to 11th December 2022
prescribed by the institution on fulfilment of the course curriculum.

Prof. Padma mankani Dr. P.R. Kadakol

Internal Guide Principal

 

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 DECLARATION

I, Parth Badiger student of K.L.E College of Business Administration Lingaraj College

hereby declare that I have successfully completed the internship with Infiniti retail ltd. from
8th November 2022 to 11th December 2022.

The internship project work entitled “Identification of number of walk-ins with respect to
problems at croma”. submitted to the institute is my own effort, carried out under the
guidance of my external guide, Mr. Manjunath and my internal guide Prof. Padma
mankani.

This report was not written for the purpose of awarding a degree, certificate, associateship,
fellowship, or other comparable initiative. This report has never been submitted to any
examinations, institutes, or universities before.

Date:

Place: Belagavi Parth Badiger

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 ACKNOWLEDEGEMENT

This word of acknowledgement is to express my deep sense of gratitude to all those people
and unseen hands that helped me to complete my project successfully. The success of my
project work would be incomplete without mentioning these names.

First and foremost, I want to thank our principal, Dr. P. R. Kadakol, for his invaluable
assistance and constant monitoring during the course and giving me an opportunity to work in
such a prestigious organization.

I sincerely thank Prof. Padma Mankani, my internal guide for his timely support,
continuous guidance and coordination throughout the internship and helping me to prepare
the final project report for the same.

Mr. Manjunath, my external guide, is to be appreciated for giving me the chance to be an

intern at Infiniti retail ltd., as well as for providing me with assistance and support
throughout the internship.

Finally, I'd want to express my thanks to all of the other faculty members for their assistance,
as well as my family and friends, for their cooperation in helping me complete my research
successfully.

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 TABLE OF CONTENTS
1. INDUSTY PROFILE ……………………………………………………………………1

1.1 BUSINESS ANALYTICS ……………………………………………………………….1

1.2 BUSINESS ANALYTICS INDUSTRY WORLDWIDE………………………………..

1.2.1 FUTURE OF BUSINESS ANALYTICS…………………………………………….

1.2.2 COMPONENTS OF BUSINESS ANALYTICS…………………………………….

1.2.3 KEY OBJECTIVES OF BUSINESS ANALYTICS………………………………..

1.2.4 TYPES OF BUSINESS ANALYTICS ………………………………………………

1.2.5 TOOLS OF BUSINESS ANALYTICS ………………………………………………

1.2.6 BENEFITS / IMPORTANCE OF BUSINESS ANALYTICS………………………

1.2.7 SCOPE OF BUSINESS ANALYTICS……………………………………………….

2. INTRODUCTION OF THE ORGANISATION…………………………………………

2.1 COMPANY PROFILE ……………………………………………………………………

2.2 MISSION AND VISION OF THE COMPANY………………………………………….

2.3 COMPETITORS AND MARKET SHARE ……………………………………………..

2.4 SWOT ANALYSIS…………………………………………………………………………

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 3. RESEARCH TITLE………………………………………………………………………..

3.1 RESEARCH PROBLEM ..………………………………………………………………..

3.2 RESEARCH OBJECTIVES ………………………………………………………………

3.3 BACKGROUND STUDY

3.3.1 WHAT IS CUSTOMER PERCEPTION

3.3.2WHAT ARE THE FACTORS INFLUENCING CUSTOMER PERCEPTION……….

3.3.3WHY IS CUSTOMER PERCEPTION IMPORTANT………………………………….

3.3.4 FOUR STEPS TO IMPROVE CUSTOMER PERCEPTION………………………….

3.3.5 HOW TO IDENTIFY AND MEASURE CUSTOMER PERCEPTION……………….

4. RESEARCH METHODOLOGY

a. SOURCES OF DATA

b. RESEARCH DESIGN

c. MEASUREMENT TOOLS AND TECHNIQUES

d. SAMPLING

EXECUTIVE SUMMARY

This report elaborates on the project work carried out in Business Analytics at Infiniti retail
ltd., Belagavi.

Every business today produces a considerable amount of data in a specific way. Business
Analytics now are leveraging the benefits of statistical methods and technologies to analyze
their past data. This is used to uncover new insights to help them make a strategic decision
for the future.

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Business Analytics brings together fields of business management, and computing to get
actionable insights. These values and inputs are then used to remodel business procedures to
generate more efficiency and build a productive system.

This report also covers growth of business analytics industry in India and the scope of
business analytics Industry in India in coming years.

It also contains a detailed study carried out in the Infiniti retail Ltd., Belagavi. It contains a
general overview of how the company functions and how they collaborate with their clients
(customers).

The data collection tool used for this research questionnaire is through paper surveys. This
report is based on a survey which was done of 140 sample customers. It is purely based on
the information provided by the respondents and the information has been used for academic
purpose only.

The results that concluded from the research are represented in the form of pie charts and bar
graphs which have further helped in the conclusion of the research.

1. INDUSTRY PROFILE

1.1 BUSINESS ANALYTICS

According to Allied Market Research report, from 2021 to 2030, the worldwide big data
and business analytics market is expected to increase at a CAGR of 13.5 percent, from
$198.08 billion in 2020 to $684.12 billion in 2030. Big data analytics is a critical
component of businesses since it enables them to manage, analyse, and simplify massive
datasets in real time while also improving their decision-making capabilities. Furthermore,
the primary goal of big data and business analytics is to assist enterprises in better
understanding their consumers and narrowing down their target population, hence
optimizing marketing campaigns.

Following the COVID-19 epidemic, the big data and business analytics industry is likely to
increase as more companies embrace a work-from-home or remote-working culture, which
has resulted in a massive quantity of data and potential for data analytics. As a result,

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businesses have begun to implement big data and business analytics solutions to manage
essential data, improve data security, and boost productivity.

The worldwide big data and business analytics market is divided into four regions: North
America, Europe, Asia-Pacific, and Latin America and the Caribbean. During the projected
period, the market in Asia-Pacific is expected to grow at the fastest rate of 15.8%. The
market in North America, on the other hand, is expected to hold the lion's share during the
projection period. Components, deployment models, analytic tools, applications, and
industry verticals are used to segment the worldwide big data and business analytics market.

The software category is expected to have the greatest CAGR of 12.5 percent throughout the
projection period, based on components. However, from 2020 to 2027, the service category
will continue to dominate in terms of revenue. The cloud category is expected to have the
greatest CAGR of 18.1 percent throughout the projected period, based on deployment type.
On the other hand, over the predicted period, the on-premise category would have the biggest
share.

1.2 BUSINESS ANALYTICS INDUSTRY WORLDWIDE

During the period 2015-2020, the worldwide business analytics market grew at a rapid pace.
The repetitive and systematic study of organizational data using statistical and operational
analysis is known as business analytics (BA). Data aggregation, data mining, text mining,
data visualization, association, and sequence identification are some of the techniques used.
Organizations employ BA analytical tools to execute query reporting, predictive analysis,
location intelligence, content analysis, data warehousing, and enterprise performance
management, as well as to analyse complicated data sets, underlying trends, and micro-
segment data. To deliver an accurate analysis, they also include concepts of information
systems, deep learning, and artificial intelligence (AI). Innovative solutions to business
challenges are developed based on these forecasts, giving firms a competitive advantage and
allowing them to make data-driven decisions.

One of the important drivers driving the market's growth is the advent of Internet of Things
(IoT)enabled technologies and big data, as well as the rising acceptance of cloud computing
by businesses. Enterprises generate vast amounts of digital data and utilize business
analytics tools to gain a better knowledge of their end customers' operations and
expectations. Furthermore, cloudenabled BA technologies help in real-time data analysis
with improved cost and time efficiency, as well as performance management, resource
optimization, and solving organizational issues, all of which are driving rising demand for
BA throughout the world.

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Instead of using spreadsheet modelling and manual computations, many businesses are
using sophisticated tools like descriptive, diagnostic, and predictive BA. Furthermore, the
growing use of BA by finance-based security organizations for inspection, monitoring, and
preventing fraudulent activities involving high-value accounts is expected to propel the
market even further. A robust banking and finance services business, as well as a
burgeoning retail and e-commerce sector, are also contributing to market expansion. The
worldwide business analytics market is expected to increase at a CAGR (compounded
annual growth rate) of roughly 10 percent during the projected period, according to the
publication (2021-2026).

1.2.1 FUTURE OF BUSINESS ANALYTICS INDUSTRY

The future of corporate analytics seems bright in recent years. Against a market flooded
with onpremise corporate analytics tools, cloud analytics was finally gaining traction. Flat,
static dashboards were being replaced with interactive dashboards that were more resilient
and agile. In the face of significantly enhanced and data-informed reporting, spreadsheets
were rendered obsolete. Self-service analytics took off quickly, allowing an increasing
number of individuals to use complicated analytics without requiring a complex degree.

On the other side, the General Data Protection Regulations (GDPR) of the European Union
entered into force, and Facebook was shaken by the enormous Cambridge Analytica
Scandal, which reverberated across the internet sector. In short, the past two years marked a
turning point in business analytics trends. As companies move away from asking "do I need
analytics?" and toward asking "how can I acquire analytics?" We'll witness a significant
acceleration of all current trends, as well as the emergence of a few new ones. In the age of
privacy-conscious cloud analytics, patterns from previous years will continue to increase as
the cloud looms ever-present (no pun intended).

The corporate world evolves quickly, and technology advances even quicker. So, to help
you stay nimble in the analytics sector, we've produced a list of some of the top business
analytics trends for the coming year and beyond. Some of the major trends that will emerge
are as follows:

● Data quality management is destined to become one of the most significant digital
developments in the next few years.
● The world of analytics is transforming thanks to predictive and prescriptive
analytics.

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 ● By decreasing the barrier to entry into the realm of BA, self-service is changing the
future of digital analytics.
● As customers become more privacy concerned while also seeking more
individualised data, privacy and customization are colliding.

1.2.2 COMPONENTS OF BUSINESS ANALYTICS

1. Data Aggregation:
Data is collected to one single, central location from where sorting can begin. Inaccurate and
incomplete data is removed and only usable data is left behind. Even duplicate data is
checked for and removed completely. This data is collected from various sources.

2. Data Mining:
Data Mining is the next step to look for unknown patterns and trends. For this, one has to
mine through a huge amount of data by creating mining models.

3. Text Mining:
This data is crucial in improving customer service. Customer service is one of the big reasons
why people show loyalty toward a brand or product. Text mining also helps in the
development of new products based on the data collected. They also help monitor
competition and the developments they are making.

4. Forecasting:
It has been observed that consumers resort to a certain behaviour specific seasons or a period.
This repetitive behaviour can be observed and planned for by forecasting.

Buying warm weather clothes a few weeks or days before the cold season, buying sporting
merchandise before the sports season, or the increased search for a specific keyword based on
the current events – these are all examples of forecasting.

5. Predictive analysis:
Predictive analytics helps know when there is going to be a failure or wear and tear in
equipment if it has been subjected to harsh conditions or has been used for a certain amount
of time. It also helps classify customers in detail, and also make decisions based on future
trend.

6. Optimization:
Businesses can really make great use of analytics and optimize their operations. They can
anticipate surges in demand and step production to maintain supply. They can competitively
price their products when there is supposed to be a peak or shortage. Businesses can also
create sales, offers, and discounts based on business analytics.

7. Data visualization:

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Data visualisation is one of the most effective ways of presenting data, and business analytics
are quite helpful. This visual form of data helps companies make reports and sets new goals.
The visual format is a lot more easy to explore, model and analyse.

1.2.3 KEY OBJECTIVES OF BUSINESS ANALYTICS

1. Data extraction:
Investigate data to establish new relationships and patterns

2. Predictive Analytic and Predictive Modelling:

Analyze the correlation between different variables

3. Logistic Regression:
Analyze the possibility of default and generate customer records

4. Problem analysis:
Understand and explore problems in business

5. Data interpretation:
Use tools such as Excel and open source to interpret data

6. Problem-solving:
Use analytics to solve business problems

1.2.4 TYPES OF BUSINESS ANALYTICS

1. Descriptive Analysis:

This is the first stage of business analytics. The descriptive analysis gives a clear picture of
what has happened in the past and what the current scenario is. This lets you take a critical
look at your current state of the business. Data aggregation and data mining techniques are
employed.

2. Diagnostic Analysis:

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The diagnostic analysis gives you an even more critical look into the past and present of your
business and lets you understand why the issues have occurred and all the reasons behind it.

3. Predictive Analysis:

Statistical models and machine learning models are built upon the previous 2 stages of
analysis. Even text data fed into the model can let one predict user sentiment. Knowing the
sentiment of the customer can help launch new products. Predictive analysis gives you
detailed reports that will allow you to make complex predictions for the business.

4. Prescriptive Analysis

Prescriptive analysis is the final stage. It goes further than predictive analysis. Through this,
you can make models that will help you make accurate predictions and make real-time
changes that will give you the best possible results. This model also provides recommended
actions based on the results you want from your business.

1.2.5 TOOLS OF BUSINESS ANALYTICS

1. Tableau:
Visual representation of data is one of the best ways to understand and get insight into a
dataset. This is the strength of Tableau. This business analytics tool is best known for
presenting the fed data in attractive dashboards, charts and other forms of visuals mediums.

2. Heap Analytics:
Heap Analytics is one of the best analytics as it helps you track and understand user
behaviour that takes place in mobile and web applications. Heap also provides many other
software services.

3. Alteryx:
It supports many forms of data and you as the user can perform many different analytics.
Once you feed in the data, the analytic sorts and cleans the data, you can extract the results in
any visual form of interpretation that can be derived from other supporting applications.

4. Mix Panel:
Mix Panel is the tool for you. This is available as a web application and a mobile application.
An additional feature of this tool allows us to optimise messaging and lets you analyse the
target audience of the messages.

5. Google Analytics:

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One of the best analytical tools out there is Google Analytics. Google Analytics also
integrates well into other ecosystems. It is the worlds most used analytics tool ow ing to its
ease, accessibility, and costs.

1.2.6 BENEFITS / IMPORTANCE OF BUSINESS ANALYTICS

⦁ Makes Use of Big Data –Every transaction you do, or even a comment you put up on social
media has the potential to generate big data, and this data can be leveraged by companies to
serve customers better.

⦁ Analyse Mistakes –Business analytics lets you track and understand the mistakes you have
made in the past, and you can rectify or completely avoid these mistakes.

⦁ Accurate Business Decisions –Any decision that is based on sound data and information is
always a good decision

⦁ Comprehensive Look into the Future –Business analytics process data so well that you can
have a look into the future with accuracy.

⦁ Easy to Use & Implement –Business analytics are becoming easier to use and implement.
So, you won’t need experts to run business analytics.

1.2.7 SCOPE OF BUSINESS ANALYTICS

1. Customer Experience:
Quality consumer experience is key to ensuring smooth business operations. By
gaining a deep understanding of what type of customers frequent your business and
what their purchase habits are like and studying their behaviors, companies can tailor
their services to achieve customer gratification and ensure their loyalty to the brand.
Business analytics provides businesses with this possibility and allows them to

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 personalize their products and services to cater to customers.

2. Inventory Management:
businesses can streamline supply chain processes and reduce overhead costs. Business
analytics provides an understanding of the frequency and timing of orders, which
products are in demand and how poised a company is to serve those demands,
strategically planning their supply chain operations. It also provides businesses with
the capability to scale their services sustainably.

3. Sales and Marketing:

Companies can study customers’ reactions towards their marketing campaigns and
product offerings to create targeted campaigns and identify the most effective cross-
sell and up-sell opportunities. It involves investigating the age demographic a
consumer falls into, their average income, what motivates them to make purchases to
predict patterns, and trends in their purchasing behavior. This helps businesses focus
their product messages and launch timings to suit their customers’ requirements.

4. Hiring and Recruitment:

Companies are keen on associating with HR officials with a background in data
analytics and business intelligence. This ensures that HR specialists can analyse data
to onboard skilled and professional employees who contribute to a company’s growth.
It also helps save companies hiring and training costs.

5. Finance:
Big data and business analytics allow companies to handle their finances more
effectively. Insights on marketing spend, and a comprehensive view of incoming and
outgoing transactions can help businesses improve their business decision-making
abilities, so they allocate their resources more efficiently. McKinsey & Company’s
study showed that an integrated analytics approach towards marketing expenditure
could free up to $200 billion worldwide.

2. INTRODUCTION OF THE ORGANISATION

Launched in 2006, Croma was the first one-of-its-kind large format specialist retail store that
catered to all multi-brand digital gadgets and home electronic needs in India. Over a decade
since, Croma has become synonyms for all electronics needs, with its tech-savvy staff,
product range, stage presence and the will to help customers.

Infiniti Retail Limited is a Public incorporated on 16 December 2005. It is classified as Non-

govt company and is registered at Registrar of Companies

Infiniti Retail Limited is a 100% subsidiary of Tata Sons. The company has launched
'Croma', a national chain of mega stores of consumer electronics and durables.

Currently the company is generating revenue with over 6000 products across 200 brands and

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150+ stores across 40+ major cities of India, Croma ensures that for each customer, a
Brighter Tomorrow begins Today!

2.1 COMPANY PROFILE

Company Name: Infiniti retail ltd

Tagline: Life, More Beautiful

Established: 9 October 2006

Founder: Saurabh Singh

CEO: Avjit Mishra

Location: Lengade Manor, Khanapur Road, Tilakwadi Belgaum-

590006

Website: https://www.tata.com/business/infiniti

Service option: In-store shopping, In-store pick-up, Delivery

Staff: 30 - 35

Funding status: Crunchbase

Organization type: Public Limited

2.1.1 MISSION & VISION OF THE COMPANY:

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The Mission of the Company is, “The overall mission of CROMA is to be the first choice of
the customers.”

The Vision of the Company is, “To be a world class socially responsible retail company that
consistently enhances stakeholders' value”

2.1.2 COMPETITORS AND MARKET SHARE:

1. Vijay Sales: VIJAY SALES (INDIA) PVT. LTD. is an Indian electronics retail chain
based out of Mumbai. Vijay Sales has more than 5,000 Products to choose from and is
located in prime locations all across India. The electronics retail chain also aims to take its
total stores to 200 by 2025 from the 120 at present.

2. Reliance Digital: Reliance Digital is an Indian consumer electronics retailer. It is a

subsidiary of Reliance Retail, a wholly owned subsidiary of Reliance Industries. It is one of
the largest electronics retailers in India with over 5,000 products in its inventory.

3. Next Retail India: Next Retail India Ltd is a subsidiary of the Videocon Industries Ltd and
engages in retailing consumer electronics in IndiaNEXT is a multi-brand, multi-product retail
chain which stocks an entire range of consumer durables, right from Air-conditioners, FPDs
(Flat Panel Displays), CTVs, Washing Machines, Refrigerators, Microwaves, Home Theatre
Systems to STBs (Set Top Boxes), Mobile Phones, Gaming Consoles, small home appliances
and much more! NEXT retails world's most popular brands such as Panasonic, Toshiba,
Mitsubishi, LG, Samsung, Videocon, Sony, Electrolux, Kelvinator, Whirlpool, Onida,
Philips, Kenstar, Sansui and its own brand

4. Local stores: They are independent, unorganized, non-professional workshops basically

know as small businesses.

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 Market Share

Reliance digital Vijay Sales Next Retail India Local Stores

2.1.4 SWOT ANALYSIS:

STRENGHTS:

 The Tata Support

 Wide product Portfolio
 E-store
 Private Label Brands
 Tie-Ups

WEAKNESSES:

 Poor customer service

 Over-reliance on Brand Tata
 Inadequate advertising

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OPPORTUNITIES:

 Growth in online shopping

 Disposable Income
 Specific Need

THREATS:

 Competitions
 Start-ups

3. RESEARCH TITLE

“Perception of customers towards Croma”

3.1 RESEARCH PROBLEM:

“Identification of number of walk-ins with respect to problems at Croma”

3.2 RESEARCH OBJECTIVES:

 To understand the brand loyalty of customers
 To know the relationship between sales and walk-ins
 To know at what time customers prefer to visit the store
 To know what type of customers visit the most like age, gender and purchasing
power.

3.3 BACKGROUND STUDY:

3.3.1 What is customer perception?

Customer perception is the opinions, feelings, and beliefs customers have about your brand. It
plays an important role in building customer loyalty and retention as well as brand reputation
and awareness.

Regardless of their actual experience, customer perception is all about how the customer feels
about your brand and their interactions with you

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3.3.2 What are the Factors Influencing Customer Perception?
Customer perception can be influenced by external factors, some of which are listed below:

1. Personal experience

Customer perception is highly influenced by the personal experience that a customer had
while buying and using a particular product. If the quality, customer service, price, logo,
colour, discounts, etc. were able to make an excellent impression on the minds of the
customers, they would build a good perception of the brand. But in case they did not enjoy
the experience with the brand, it will leave an everlasting impression.

2. Advertising

Customers get to see the products first through advertisements and therefore become one of
the biggest factors that influence customer perception. The advertisement and campaigns that
a company runs will help to build a positive customer perception.

3. Influencers

People generally buy things when another person has tried and tested them. Such people who
have bought it first and tried the product become influencers. When people hear about a great
product that the influencer has tried out, it will influence the person to buy it and test it out, as
the recommendation has come from a known person whom they trust.

4. Customer reviews

Many people look into customer reviews before buying a product. This shows that customer
reviews are an important factor in defining customer perception. If the consumers see that a
product has a lower number of stars it means that the product does not have good customer
reviews. The impression that it creates on the consumer’s mind is negative.

5. Social Media

Social media has become the strongest medium to manage customer perception. When a
social media audience gets consistent communication regarding a product, the users build an
image of the product. Social media can be used to post content, images, videos, etc. which
helps to build the kind of perception intended by the company.

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3.3.3 Why is customer perception important?
Customer perception is important because it impacts a business’s bottom line. Say a customer
becomes so frustrated with your brand that they decide to end their subscription with your
business. You might think it’s a small loss—just a single subscription—but that churn
represents much more value. That buyer might have gone for an upsell or cross-sell, or they
may have remained a loyal customer and told their friends to buy your product.

Once you realize how much impact a single customer can have on your bottom line, their
perception of your company will seem like anything but a small matter.

1. Customer perceptions affect your brand image

Many consumers love to share their positive experiences with people in their network. For
example, they might tell their family about a restaurant that serves delicious pizza. Or, they’ll
encourage their co-workers to use a productivity app that slashed their work time in half. But
customers don’t always say good things. Their word-of-mouth depends on their perception of
your brand. Enough negative word-of-mouth marketing over time will solidify a bad brand
reputation, and that’s no small matter.

It’s also important to remember that once people get an idea in their heads, it’s hard to change
their minds. In fact, we’re hardwired to find info that supports our preconceived notions.

2. Customer perceptions influence purchasing decisions

You might think if you offer a superior product or an unbeatable price, customers will
naturally flock to your brand. That might be the case, but these factors don’t guarantee that
outcome. Other important factors may impact their perception of your brand and their
decision to make a purchase.

Say you offer the lowest price among your competitors and your product is high-quality. But
at the same time, your company’s support team is slow to respond and doesn’t offer a
generous return policy. As a result, a customer may pay more for a competitor’s product to
receive better service.

3.3.4 Four steps to improve customer’s perception of a brand

1. Provide stellar customer support:

To maintain positive customer perception, your brand can’t settle with a mediocre or poor

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customer service operation. Strengthen your customer support with a combination of
tactics.

Provide self-service options (such as a knowledge base or FAQ pages) so customers can
get quick solutions to simple problems without having to contact your support team.
See which channels your customer base prefers to use, then ensure you have the tools you
need to seamlessly move conversations from channel to channel—this is what it truly
means to provide omnichannel customer service.
Finally, speed up response times by using email autoresponders and message templates.
This will improve efficiency with workflows that reduce redundant, repetitive tasks for
your agents. With less stress and more time to spend with customers, your team will be
able to consistently deliver empathetic, friendly, and helpful support experiences.

2. Share customer success stories:

An effective way to influence customers’ opinions about your brand is to show them how
you’ve helped other people succeed. When customers see how others have achieved their
goals with your product or service, they’re more likely to perceive your brand positively.

When talking about customer perception and its importance to business, it’s not just about
brand reputation—we also can’t forget about perceived value. Perceived value directly
relates to your bottom line. If customers don’t feel like they’re getting value from what
you’re selling, they won’t buy it.

You can help customers understand your brand’s value by showing them the value of what
you’re bringing on a regular basis, for example, routinely reach out to your customers and
ask them to tell how your product has helped them. Then, share those testimonials on sales
calls with potential customers and in newsletters to existing customers.

3. Encourage company-wide collaboration

The customer support team isn’t solely responsible for keeping customers happy—every
department needs to work together toward this objective.

A simple way to streamline your internal operations and improve team collaboration is to
use a customer relationship management (CRM) system. CRMs gather information about
all the ways a customer interacts with a company and centralize that data in one main
database. They also integrate with other customer-facing tools and make it easy to share
customer details with each team that directly connects with consumers, including sales,
marketing, and support.

4. Support social causes:

Today’s consumers want brands to take a stance. According to our CX Trends Report, 63
percent of customers want to buy from socially responsible companies, and 54 percent
want to buy from companies that prioritize diversity, equity, and inclusion in their

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communities and workplace.

3.3.5 How to identify and measure customer perception?

1. CSAT surveys:
Customer satisfaction surveys let customers quantitatively rate the service they receive.
Looking at the ratings and accompanying comments can show you what your customers
are thinking and feeling

2. NPS scores:

Net Promoter Score is a tool for measuring how likely your customers are to recommend
your business to others. NPS is less transactional than CSAT and focuses on the way your
customers feel about your brand rather than how they feel about their recent customer
service experience.

3. Customer effort score:

Customer Effort Score measures how easy (or difficult) it is for customers to solve their
issues or to complete a task using your product or service. Ideally, you want buyers to get
the resolution they need with little effort.

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 4. RESEARCH METHODOLOGY

a. SOURCES OF DATA:

1) Primary Data:
Primary data is the collection of first hand data that is collected by the researchers
directly from sources like surveys, experiments, questionnaires etc.

Tools used: Questionnaire

A questionnaire is a research tool used to conduct surveys used in collecting
primary data. They are a group of questions typed or written down and are sent to
the sample of study in order to get responses in return and to understand the
respondent’s point of view.
It will include open ended questions, closed ended questions, or a combination of
both.
The questionnaires can be shared with respondents through emails, websites, or
social media or even in a paper-based form.

2) Secondary Data:
It is the data that has already been collected through primary sources and are made
readily available for researchers to use for their own research. It is the type of data
that has already been collected in the past.
Sources of secondary data include books, articles, journals, newspapers, websites
etc.

Sources: Articles
Most commonly used secondary data is internet articles or websites as it is very
easily available.

b. RESEARCH DESIGN:

Causal Research Design : Causal Research is a type of conclusive research, which attempts
to establish a cause-and-effect relationship between two or more variables.

I have chosen this research design as it helps me understand the relationship between sales
and walk-ins at Croma.

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c. MEASUREMENT TOOLS & TECHNIQUES:
To collect the relevant data from the target population a questionnaire in the physical
form is prepared to understand the Perceptions of customers towards Croma among the
respondents and, in addition to this, the survey can be circulated easily and the data is
accurate.

The Survey consists of questions which generally intends at collecting data such as,
● Personal Information, such as email, age & name
● Past experiences
● Preferences
The questions included in the survey are:
● Open-ended questions: for collecting Personal information and personal experience
related information.
● Likert scale: for collecting their experience from past (related to media &
entertainment industry) with 1 being “very unimportant” and 5 being “very
important”
● Dichotomous questions: It allows the respondents to answer with Yes/No, which
will help in collecting and classifying the data based on their different responses.
● Multiple-choice question (with multiple answers & single answers): this allows
the respondents to choose multiple answers which are relevant to them or can
choose any one which is relevant to them.

d. SAMPLING:

 Sampling method: Simple random sampling

 Sample size: 120

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 Sampling unit: This includes the people available at the time of the research, and
who meet the objective criteria, and also the people who provide correct information

 Extent: People of sampling units who are in the Belgaum region

5. DATA ANALYSIS AND INTERPRETATION

29%

8%

6%

58%

once twice thrice many

10%

7%

37%

30%

16%

Reliance digital Croma Harsha Girias Others

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 8%

18% 32%

5%

18% 19%

Samsung Sony Apple Croma Panasonic Others

3%

25%
24%

9%

25%
13%

Samsung LG Haier Croma Whirlpool Others

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 21%

79%

yes no

8%
17%

43%
33%

Social media Word of mouth Advertisement Employee

2
 3%

18%

32%

48%

0 to 3 4 to 7 7 to 10 10 or more

18%
24%

33%
24%

Brand Quality Variety Service

2
 34%

66%

yes no

43%

58%

yes no

17%

28%

18%

38%

Understanding needs Product knowledge Good Communication Friendly Service

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 5%

95%

yes no

3%

41%

18%

38%

Extremely Disagree Disagree Neither disagree nor agree

Agree Extremely agree

6%
11%

16%

23%

45%

1* 2* 3* 4* 5*

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2