Study of Stores Management and Customer Feedback Analysis at T. Choithram & Sons

A
PROJECT REPORT
ON
“STUDY OF STORES MANAGEMENT &“STUDY OF STORES MANAGEMENT &
ANALYSIS OF CUSTOMER FEEDBACK”ANALYSIS OF CUSTOMER FEEDBACK”
FOR
T. CHOITHTRAM & SONS L.L.C. U.A.E. (DUBAI)
SUBMITTED IN THE PARTIAL FULFILLMENT OF THE
REQUIREMENT
OF COURSE
MASTER IN BUSINESS ADMINISTRATION
(SESSION 2006-2008)
Through
VISHWAKARMA INSTITUTE OF MANAGEMENT
UNIVERSITY OF PUNE
Submitted by
RAHUL S. SONAWANE

Project Guide
PROF. SUNIL D. DOKE
A
PROJECT REPORT
ON
“Study of Stores Management & Analysis of Customer“Study of Stores Management & Analysis of Customer
Feedback”Feedback”
For
T. Choithtram & Sons L.L.C. U.A.E. (Dubai)
Submitted in the Partial Fulfillment of the Requirement
Of Course
Master in Business Administration
(SESSION 2006-2008)
Through
Vshwakarma Institute of Management
University of Pune
2

Submitted by
RAHUL S. SONAWANE
Project Guide
PROF. SUNIL D. DOKE
BRACT’s
Vishwakarma Institute of Management
( Approved by AICTE, New Delhi and Affiliated to University of Pune )
S. No. 3 & 4, Kondhawa Budruk, Pune-411 048. Ph.: 26932800/26932900, Fax : 26932700, Mail: info@vim.ac.in, www.vim.ac.in
To Whomsoever It May Concern
This is to certify that Mr. Rahul S. Sonawane is a
bonafide student of our institute. He has successfully carried
out his summer project on title as “Study of Stores
Management & Analysis of Customer Feedback” at T.
Choithram & Sons L.L.C. Dubai (U.A.E.) This is original
study of Mr. Rahul S. Sonawane and important sources of data
used by him have been acknowledged in his report.
3

The report is submitted in partial fulfilment of two years
full time course of Masters in Business Administration 2006-
2008 as per the rule.
Prof. Sunil D. Doke. Dr.Sharad L. Joshi
(Project Guide) (Director)
4

ACKNOWLEDGEMENT
The project is very much indebted towards Prof.
Yuvraj Lahoti & Mr. Kiyas Mohammad who agreed to guide
me in my endeavor to finish my project. He was in fact the force
behind me to make the project with ease. I wish to express my
deep sense of gratitude towards him for motivating and
supporting me.
I would also like to thank to entire TCS Team for
nice co-operation and help especially to All Stores managers of
5

TCS & Staff who taught me a lot about Stores management.
Whenever I went to them for help they assisted me. In short I
would like to thank entire TCS authority who gave me the
opportunity to Project with them.
And I can not forget the support from my college, my
college director Dr. Sharad L. Joshi, my faculties, my project
guide Prof. Sunil D. Doke and from pool of friends. Whenever I
needed support from them, they were ready for help.
Thanks to All
Rahul Suresh Sonawane
M.B.A.(Marketing)
DECLARATION
I, Rahul Suresh Sonawane, hereby declare
that the project work entitled “Stores Managemetnt & Analysis
of Customer feedback” is an authentic and original work carried
6

by me at T. Choithram & Sons L.L.C. Dubai (U.A.E.) under
the kind guidance of Mr. Kiyas Mohammad (Team
Manager,TCS) for partial fulfillment of 2 years full time MBA
degree course from VISHWAKARMA INSTITUTE OF
MANAGEMENT, UNIVERSITY OF PUNE, PUNE. And this
has not been submitted any where else.
Rahul Suresh Sonawane
M.B.A.(marketing)
Table of Contents
Chapter No. Title Page No.
7

1 Executive Summery 8
2
Introduction 14
3
Retail Trends in U.A.E. 17
4
Company Profile 22
5
Objectives 27
6
Research Methodology 29
7 Analysis
36
8 Findings
57
9 Recommendations
60
10 Conclusion
70
11 SWOT Analysis
74
12 Bibliography 77
13 Annexure
79
14 Terms & Abbreviations
88
15 Photos of TCS 90
8

PROJECT EXECUTIVE SUMMERY
Proposed Title of Research:-
“Study of Stores Management & Customer feedback Analysis”
at T. Choithram & Sons LLC Dubai, U.A.E. with special
emphasis on building strong Store Image”
Introduction:-
In this study I tried to learn all factors which contributes
for building Store Image, with the help of T.Choithram & Sons
LLC. A premium Retailer in UAE. Data were collected through
visiting more than 20 supermarket stores of Choithram.
The research was developed on following components as
Stores Administration, Display, Layout, Space allocation,
category management, HR policies, Inventory handling,
Promotions activities.
The retail food industry has been undergoing major changes as a
result adoption of proper stores management is launched by
supermarkets industry in 1993. The total stores management
involves all factors which responsible for build a stores image
like inventory management, space management, category
management, customer service and all other like this.
Retailers encounter many problems Retailers encounter
many problems as they attempt to upgrade their systems. A major
obstacle is the effort required, particularly for staff training and in
10

developing new procedures, as the organization prepares to
switch over to the new system. Another is the lack of awareness
of the various options available to retail organizations as they
seek to improve the efficiency and effectiveness of their
inventory management and control procedures. There is a lack of
understanding of the costs and benefits of these options, and of
what needs to be done to move to the next level of sophistication.
Objectives:-
To know Retail Trends and its implementation in
Supermarket
To study factors of stores management &
administration in
detail
To study the effectiveness of all store management
factors and
its impact on stores efficiency.
To study the pattern of stores layout and its
significance.
To study space allocation and its importance in
retailing.
Study Contents:-
I Studied Stores Administration, Space Allocation,
Category Management, Inventory, Promotional Activities, HR
Policies and all other factors which affects Stores Image.
11

Research Methodology:-
A)Primary Data Source:-
Questionnaire, Interviews
B)Secondary Data Source:-
Books, Journals etc.
And collected data is analyzed with simple statistical tools
and interpreted with graphical explorations.
Research Design:-
The stores visit carried out for collection of data. As
I have noted above, the data pertain to all factors of Stores
Management. The survey were on Interview basis with
employees of Choithram Supermarket. Observations were
recorded for said research in store.
Questionnaire is designed to obtain information about
Supermarket . The information collected through stores visit
assumed accurate, for analysis.
Data Analysis:-
Initially data sorted in accordance with store visit and
designed questionnaire then data was analyzed on the basis of
12

questionnaire feedback which includes various aspects of Stores
management and observation from stores visit.
The adoption of Stores Management by T. Choithram &
Sons Supermarket is explained in this study. Data is collected
through questionnaire distributed among selected supermarket of
T. Choithram & Sons. The research instrument was developed to
collect the data on following components to study stores
operations Information Systems, ordering receiving, Inventory
Management, Stores Administration, Space Management,
Category Management, HR policies, Customer Service, Pricing
Strategies. Findings are presented through following distinct
perspective in short.
1. LOCATION: - Stores Location affects entire
operation which often tries to meet need of customer. However
T.Choithram & Sons has its stores in different locations in U.A.E.
in accordance they adopted the pricing policy and product line.
2. STORES CHAIN: - T. Choithram & Sons has large
chain size in U.A.E. presently they are operating 30 stores every
store is differed by its size which affects Stores layout, Space
allocation, Product display, operations.
13

3. MANAGEMENT: - Management is suppose to be a life
blood of every business more the efficient management more will
be the effective results. T. Choithram & Sons followed sound
management practice. They have proper coordination between
employees, communication by top level management with its
employees.
4. SPACE ALLOCATION: - Space Management crucial
role in Stores Management. Every stores manager has taken care
of shelves management, products are properly placed full
utilization of floor space is there. Some store has specific grid
layout section boys itself decides on display of product on
shelves.
5. INVENTORY MANAGEMENT: - For Direct Stores
Delivery (DSD) product order is generated with vendor with
approval from stores manager. All DSD & Non-DSD product is
verified by visual count. In case of Non-DSD products sometimes
vendor comes to stores and supplies products. For Non-DSD
products T. Choithram & Sons has its own centralized warehouse
for which store Back office personal is responsible. Generally
daily consumables are order from local suppliers rest inventory
lies in warehouse.
6.INFORMATION SYSTEM: - T.Choithram & Sons has
proper MIS in their operation it has good system support by
which all Choithram super market chain is connected with central
warehouse for purchase order all check out counters are
14

computerized system also provides support for accounting
,payroll etc.
7. PRICING AND PROMOTIONS: - The prices of all
product is decide by head office. Every product has price tag fix
on it with barcode strategy for pricing use in Choithram is
Psychological. prices are comparatively high in Choithram .
Another thing is prices vary by location of stores. Special
displays provided by Vendors, self-made displays, and gift
voucher such activities are undertake for promotions. Objective
behind display of product is to create demand and to build stores
image.
8. HR POLICIES: - T.Choithram & Sons adopt Training
& Development program only for its management personnel. 5
rating scale performance appraisal system is used in Choithram.
TCS provide Insurance, Med claim faciloities to its employees for
their safety.
9. CUSTOMER SERVICE: - According to T.Choithram
& Sons customer service plays vital role in whole stores
management. TCS offers home delivery of goods in selected
stores, consumer credit system, and acceptance of Credit cards.
TCS tries to retain its customer by way of keeping customer
15

feedback forms at every checkout counter. TCS provides Value,
Quality and Price to its customer.
INTRODUCTION
16

The Stores industry is changing, as like new information
technologies, new business practices and new retail strategies are
developed. The result from this the research can serve as a
baseline for future research monitoring for adoption of
innovations and assessing there impact on productivity and
profitability. Choithrams Stores appear to be a smaller but more
productive than other competitors.
The retail food industry has been undergoing major changes
as a result adoption of proper stores management is launched by
supermarkets industry in 1993. The total stores management
involves all factors which responsible for build a stores image
like inventory management, space management, category
management, customer service and all other like this.
Retailers encounter many problems Retailers encounter
many problems as they attempt to upgrade their systems. A major
obstacle is the effort required, particularly for staff training and in
developing new procedures, as the organization prepares to
switch over to the new system. Another is the lack of awareness
of the various options available to retail organizations as they
seek to improve the efficiency and effectiveness of their
inventory management and control procedures. There is a lack of
17

understanding of the costs and benefits of these options, and of
what needs to be done to move to the next level of sophistication.
The study strongly suggests that there is a need for training
retailers on inventory management issues. Further research needs
to be conducted to understand and document the practices,
problems, and needs of different segments of the retail and
wholesale sector.
Training material needs to be developed which, through case
histories of successful (and failed) implementations of inventory
management and control systems, illustrates the options available
to retailers for improving their operations. Given the size of the
retail sector in the economy (third largest sector contributing Rs.
196 billion to the national GDP and employing 3.7 million), and
the predominantly small size of retail establishments (less than
2% of the 347,000 retail establishments in urban Pakistan
employed over 4 individuals), the impact of improved inventory
management systems can be wide-ranging and significant.
The main motive of doing this research was to get the
feedback from the Stores Manager, analyzing it and finding the
weak areas in which Choithram is and overcome the weaknesses
to give a better Stores Management practisec to maintain 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.
18

The survey has been done of 7 Choithram Stores on
various factors such as variety, quality, service, promotions,
offers and many more. The sample size was 1 questionnaire (per
store).
This study aims at creating and analyzing Stores Image
among the all supermarkets located through out UAE. and service
offered to customers by Choithram and Sons L.L.C. Dubai
19

RETAIL TREND
IN U.A.E.
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.
20

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
21

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.
Retail Facts of U.A.E.
'Dubai is already known as the shopping center of the Middle
East, and in years to come it will be known as the shopping mall
of the world,' said Ole Milan, Managing Director of Landsteinar
GCC - a company that specializes in providing retail software
solutions.
'In the future, companies specializing in everything from retail
software and mannequins to cleaning firms and interior
decorators will also benefit from the trickle-down affect.'
Additionally, new retail developments will contribute to rising
tourism numbers to the emirate, says Milan. Coinciding with the
400 percent increase in retail space in 2010, the emirate is
22

preparing to welcome around 15 million tourists by the end of
that year
If Dubai does manage to boast more than 20 million square
feet of shopping space by 2010 then there is no doubt that it will
be an even bigger tourist attraction than it already is.' retailers to
access and run the software from a hand held computer, allowing
employees away from their desk to be kept informed with
relevant and updated business information.
Conceptualization of Retail Middle East is a direct result
to meet the needs of the market for the entire region. It will be
the sourcing forum for retailers and franchise chains looking
acquire cutting-edge concepts and store design for both new and
old stores. This event will encompass everything from lighting,
hanging rails, POS, mannequins to shop fitting equipment and
services, visual merchandising, signage, P-O-P as well as retail
information technology – all in one convenient location to serve
as a fertile sourcing ground for retailers, while serving as a
platform for group showcases from the USA and other
international companies. Exhibitors would also include
woodworking machinery manufacturers and franchisors
interested in international expansion.
To cater to the fast changing needs of the retailers, Retail
Middle East is planned to become an annual event. There is no
doubt that the local retail industry needs a platform that occurs on
a frequent enough basis to keep up with the momentum of
evolving trends as well as remain connected with developments
in the industry in international markets..
23

Retailers and shoppers alike are yearning for new concepts
in the retail scene. To become successful in this region
watchwords to a new market entrant would be time, effort and
resources starting with a personal relationship.
US companies interested in gaining entry into this market should
contact the U.S. Commercial Service located in Dubai who have
arranged a special package for all participating companies within
the US pavilion at Retail Middle East including a discounted
price for the show floor.
Retail Middle East (RME) has the support of US
associations – Point of Purchase Advertising International
(POPAI), and the National Association of Store Fixture
Manufacturers (NASFM) as well as by EHI-EuroHandelsinstitut
(The International Retail Network) from Germany. Companies
from Italy, UK, Australia, Malaysia, Jordan, Lebanon etc., have
already signed on to participate at RME.
To learn about this market, contact the trade specialist
(anne.desouza@mail.doc.gov) at the US Commercial Service in
the UAE who has the lead for this industry.
24

COMPANY
PROFILE
COMPANY PROFILE
26

Company founded in 1944 in Sierra Leone and arrived in
the United Arab Emirates in 1974.
The deep-rooted T. Choithram and Sons, focused on one
remarkable vision, the aggressive diversification and
geographical expansion, which led the company to UAE.
Within a short period, the company is acknowledge today
as the largest chain of the Supermarket group in the Emirates,
with twenty four Supermarkets and five Department Stores at
prime locations spread over the seven Emirates of the UAE.
The company has grown to become on the most popular
chain in the UAE and today represent over sixty multinational
companies in the Emirates, which are handled by several
specialized divisions.
With the experience of over 60 years of marketing branded
consumer products, the Company´s infraestructure, extensive
knowledge of the market and the support of dedicated
employees numbering over 1500, all come together in a very
effective marketing-mix to offer their principals the best
distribution network and support in the UAE.
The Company´s popular chain of Supermarkets &
Department Stores, conveniently located, leend important and
significant support for brands and agancy lines, through prime
products displayss, facilities for below-the-line marketing
activities, test launching of promotional offers and even to
conduct valuable consumer surveys to help formulating sound
and effective brand development strategies.
27

The Company´s well established Catering Division,
services, apart from the regularly awarded government
tenders, over two hundred major institutional clients:

– AIRLINES
– RESTAURANTS
– CLUBS
– SCHOOLS
– PETROL STATIONS
– KIOSKS AND SO ON ….
The novelty division handles agency lines from over
twenty-one countries, supplying to the wholesale and retail
outlets in the UAE, with new products innovations in
novelties, fashionwear, children´sgarments,toys, household
appliances, domestic products, etc.
“ With the Company´s expertise
warehouse facilities, distribution
centres and fleet of delivey vehicles,
prompt products availability is
ensured even in the remotest outlets
in the country ”
28

MARKET CHARACTERISTICS
DUBAI is the business hub of Middle East, is throbbing with
multidimensional activities and is undergoing thanks to the vision
and foresightedness of the country´s leadership, tremendous
growth, which is evidenced by the fact that a country until 3 years
ago with a population of 2,5 – 3 million in now accommodating
and catering for 5 million people.
“ It´s envisaged that the growth will rise to 10 million by
the year 2010 ”
With the increase in growth, all spheres of business are
growing proportinately. Today Dubai can boost about having
the highest number of the most modern Supermarkets and
Hypermarkets, allowing consumers most comfortable
enviroment to do their shopping, from groceries to electronics
to apparels to most of their requirements, All from under one
roof. Shopping in these malls and super markets is as much an
entertainment as a shopping exercise.
CHOITHRAM take the pride of being among such
Supermarkets with highest degree of popularity with the local
29

Arabs,Asians and the Western Expats offering it’s long range
of quality products at very competitive prices.
The Produce section of Choithram is one of the busiest.
Fruit sourced from any where in the world by important
importers such as Fresh Fruits, Abbar O Zainy, Sharbatly,
Iffco are always available with us.
In fact, we are in process of commencing our own import
program and in doing so we will be more than happy to source
Argentinian Oranges, Lemons, Pears, Apples and Stone fruit.
The Produce section of Choithram is one of the busiest.
Fruit sourced from any where in the world by important
importers such as Fresh Fruits, Abbar O Zainy, Sharbatly,
Iffco are always available with us.
In fact, They are in process of commencing our own
import program and in doing so They will be more than
happy to source Argentinian Oranges, Lemons, Pears,
Apples and Stone fruit.
30

The study was designed and conducted to accomplish the
following objectives:
Broad Overview of Study
In this project the emphasis will be on various Retailing
operations followed by Choithram Supermarkets. The topics
pertaining to our project would be as follows:
Stores Management
1. Location
32

2. Stores Chain
3. Management
4. Space Allocation
5. Inventory Management
6. Information System
7. HR Policies
8. Pricing and promotions
9. Customer Service
Objectives:-
To know Retail Trends and its implementation in
Supermarket
To study factors of stores management &
administration in
detail
To study the effectiveness of all store management
factors and
its impact on stores efficiency.
To study the pattern of stores layout and its
significance.
To study space allocation and its importance in
retailing.
33

RESEARCH
METHODOLOGY
RESEARCH METHODOLOGY
34

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.
35

• 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.
36

 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
37

 Generalization and interpretation
 Preparation of the report
Types of research
 Descriptive research
 Analytical research
 Applied research
 Fundamental research
 Quantitative research
 Qualitative research
 Conceptual research
38

 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.
Research Methodology:-
A)Primary Data Source:-
Questionnaire, Interviews
B)Secondary Data Source:-
Books, Journals etc.
And collected data will be analyzed with simple statistical tools
and will be interpreted with graphical explorations.
Research Design:-
The stores visit will be carried out for collection of
data. As I have noted above, the data will pertain to all factors of
Stores Management. The survey will be on Interview basis with
employees of Choithram Supermarket. Observations will be
recorded for said research in store.
39

Questionnaire is designed to obtain information about
Supermarket . The information collected through stores visit will
be assumed accurate, for analysis.
Data Analysis:-
Initially data will be sorted in accordance with store
visit and designed questionnaire then data will be analyzed on the
basis of questionnaire feedback which includes various aspects of
Stores management and observation from stores visit.
DATA COLLECTION
The project was to check feasibility of the services offered
by Choithram 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 Choithram, branch members, crew, staff and colleagues
working there.
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
40

most suitable tool that could help in achieving all the objectives
of the study & to do the analysis deeply and effectively.
ANALYSIS
41

Stores Management Based Analysis
Average Daily Sales
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
Location of Stores
SalesinAED
Al Karama Al Jumeirah Greens
Greens Community Al Rais Al Safa Park
Bich Road
42

This is all about the average company sales according to its
locations from above interpretation we come to know that highest
sales is of jumeirah area as its located in some remote area and
don’t have any option for consumers residing near to this area as
TCS providing the best services.
43

Services offered by Stores
44
Services
Offer
Al
Karama
Al
Jumeirah Greens
Greens
Communit
y
Al
Rais
Al
Safa
Park
Bich
Road
. ATM NO YES NO NO NO NO YES
. Bakery NO YES YES YES YES YES YES
. Bank debit
card payments YES YES YES YES YES YES YES
. Credit Card
payments YES YES YES YES YES YES YES
. Branded
Fast-food NO YES YES YES NO YES YES
. Event
Tickets YES YES YES YES YES YES YES

DSD refers to Direct Stores Delivery Products and Non-
DSD refers to Non-Direct Stores Delivery Products as these
are only two types which TCS avails in its store we come to
know DSD forms major portion as its have direct contact
with suppliers who used to deliver product which are not in
stock products are generally delivered on daily basis
especially products like Dairy which are perishable in its
nature and forms the major proportion in stores products.
Layout Used by TCS
Grid, 56.30%
Pigly Wigly,
32.60%
Free Flow,
10.10%
Grid Pigly Wigly Free Flow
45

Scientifically stores have various types of Layout which
ultimately influence cost and space allocation for the stores
accordingly TCS implemented the Stores Layout in its stores.
Decision on Product Pricing
Head Quarters
Stores Manager
Head Quarters Stores Manager
46

Its said that in TCS the pricing strategies related to products
are decided by headquarters in some exception management
gave right on decide on price of products which is shown
from above diagram.
Types of Promotions at TCS
Special displays provided by vendors Self-made Displays
In Stores Coupons News Paper ads
Others
47

In marketing we learn various channels of promotions but
what I observed in TCS is different the more emphasis is
given for self-made displays which results in less cost on
promotional activities.
How promotiom conducted at various stores
44
26 25
32
38
26
23
25
31
29
38
27
24
19
2
4
9
1 2
6
1
24
18
29 28
23
32
26
0
5
10
15
20
25
30
35
40
45
50
AlKarama
AlJumeirah
Greens
GreensCommunity
AlRais
AlSafaPark
BichRoad
Location of Stores
Weightage
Self-made Displays In Stores Coupons News Paper ads Others
This is how promotional activities are conducted at TCS
which obviously depends on location types of customer
48

having particular stores and products to be available at each
store.
Objective behind Special Displays
Stores Image
Creating
Demand
Stores Image Creating Demand
Expert says that they made special displays in stores because
of building stores image and to create demand for product as
its plays very vital role in whole stores management
according to experts both have equal importance and it
should be.
49

Decisoin on Product Shelve Allocation
Head Quarters
Stores Manager
Shelve Boy
Head Quarters Stores Manager Shelve Boy
Most of the time the product placement ion shelves is decide
by shelve boys itself as they know products section as they
everyday used to do there duty besides this special products
placement decide by either stores manager or by approval of
headquarters.
50

How Products Verified on Delivery
75
65
80
65
70
85
75
20
25
15
25
20
10
15
5
10
5
10 10
5
10
0
10
20
30
40
50
60
70
80
90
Al Karama Al Jumeirah Greens Greens
Community
Al Rais Al Safa Park Bich Road
Location
Percentage
Visual Count Sample Count Other
Every firm has its own methodology of verification of
product quality, quantity TCS follows most of the times
visual count method as this method finds TCS convenient to
them though it consumes cost and time.
51

How Supplier Paid
70
75
80
85
70
85
75
25
20
15
10
20
10
15
5 5 5 5
10
5
10
0
10
20
30
40
50
60
70
80
90
Community
Location
percentage
Cheque Cash EFT
52

Customer Feedback Analysis
How Often Do You Shop at TCS
43
54
48
59
38
34
39
27
23
32
20 22
25
15
18
13 12
7
15 16
109
5 3
7
12
9
6
3 5 5 7
13
7
10
0
10
20
30
40
50
60
70
AlKaram
a
AlJum
eirah
G
reens
G
reens
C
om
m
unity
AlR
ais
AlSafa
Park
Bich
RoadLocation
Outof100
Weelky Forthnightly Monthly Qurtely Daily
As compared all the TCS Greens Community has the highest no. Of
customers who shop weekly and Safa Park location has the lowest
53

Quality ofProduct
56
61
65
60
63
58 59
32 31 32
37
30
35
39
10
7
3 3
5
7
22 1 0 0
2
0 0
0
10
20
30
40
50
60
70
Community
Locations
Outof100
Excellent Good Average Poor
On an average in every store the quality of the products was
good. 65% of the customers in Greens said that they find the quality of
the products excellent
54

Difficulty Across Purchasing The Products
22
19
12
8
25
17 16
78
81
88
92
75
83 84
0
10
20
30
40
50
60
70
80
90
100
Community
Al Rais Al Safa
Park
Bich Road
Locations
Outof100
Yes No
On an average in every store the customers did not came any
difficulty while purchasing or billing time. But in Al Rais there were
25% customers who said that they came across difficulty.
55

Do you wish any products to be added in store
42
49
36
22
25
29
20
58
51
64
78
75
71
80
0
10
20
30
40
50
60
70
80
90
Community
Location
Outof100
Yes No
On an average in every store the customers did not want any
products to be added but in Al Karama there were 42% customers who
said that they need some products to be added in the store.
56

Was The Stores Clean
86
99 100 100
85
98 99
14
1 0 0
15
2 1
0
20
40
60
80
100
120
Community
Al Rais Al Safa
Park
Bich Road
Location
Outof100
Yes No
As compared all the stores every customer said that the store
was clean. But in Al Rais 15% customers said that the store was not
clean.
57

Was the parking space provided to you appropriate
56
38
88 85
35
98
69
44
62
12 15
65
2
31
0
20
40
60
80
100
120
Community
Al Rais Al Safa
Park
Bich Road
Location
Outof100
Yes No
As compared the entire stores, in Al Rais there were 65%
customers who said that they did not faced any parking problems. But
in Safa Park there were 98% people who said that there were parking
problems
58

How was the overall appearance of the Staff
26
32
49
44
36
50
45
52
60
45
39
30
36
40
20
7 6
13
29
13
11
2 1 0
4 5
1
4
0
10
20
30
40
50
60
70
Community
Location
Outof100
Exellent Good Average Poor
As compared all the stores, the overall appearance of the crew
members like (hair, dressing, body language, communication skill)
was good.
59

Were the Signages are appropriate?
76
85 82
95
84
88
96
14 15 18
5
16
12
4
0
20
40
60
80
100
120
Community
Al Rais Al Safa
Park
Bich Road
Location
Outof100
Yes No
As compared all the stores, the Signage’s which were put on for
the guidance of the customers were appropriate and informative.
60

How was the visibility and shelf space arrangement of the
store?
44
47
42
40
36
39
55
39
36
40
35
42
47
40
15
17 16
22 22
13
5
2
0
2 3
0 1 0
0
10
20
30
40
50
60
Community
Location
Outof100
Exellent Good Average Poor
In every store the visibility and shelf space arrangement was
good.
61

Findings
From the analysis of the data I collected during the study I
present following
Findings:
• Awareness level about TCS 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 TCS Jumeirah 2.1 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.
63

• 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 TCS as they have the maximum
branches in U.A.E. as compared with others.
• The supply chain management is Satisfactory, which results
in products are in stock.
• Most of the customers said that they wanted to add
vegetables & fruits counter in the store.
• TCS presently having some of the promotional activities
but its not that much effective.
• TCS having good personnel still they can improve on it as
they providing the T&D only to top level employees if we
look from closer its very essential thing that to give boost to
its bottom level employees also.
• Motivational factor is totally absent in TCS
• In some of the TCS stores it is observed that products are
not properly placed on the shelve.
• Sanitation facility to customers and staff is seems to be
very poor.
64

• TCS lacking its communication with its existing suppliers.
• TCS is among old supermarket chain in U.A.E. thus some
of its stores seems to be very shabby
65

RECOMMENDATIONS
RECOMMENDATIONS BASED ON LOCATION OF
STORES
AL KARAMA
66

• Targeted Segment:- Middle Class & Some Higher
Middle class customer tend to be have shop in this stores
this stores needs marketing strategy in respect of pricing
strategy which must have reasonable.
• Product Mix:- Availability of product range in this
stores must have in sufficient quantity by which customers
gets satisfied.
• Price Mix:-Psychological pricing strategy must be
implement specially in this stores as purchasing power of
customer are less comparatively.
• Promotion Mix:- a promotional activities which observed
in stores is satisfactory.
• Utilities:- stores having large customers from Philippine
region accordingly they must provided with the food of
there culture by which they are able to maintain its
customers.
JUMEIRAH
67

• Targeted Segment: - Higher Middle class & High Profile
foreign customers whose income is tend to be generally
high. This segment needs pampering as a strategic
approach. So they need spacious parking lot, food facility,
recreational facilities, children’s amusement and day care
crèche facility.
• Product Mix: - Product range in this store must be kept
and variety must be avail as per demand of customer.
• Price Mix:-Premium pricing strategy must be
implementing in this stores.
• Promotion:- A Sound promotional activities must be
undertake and tell calling facility must implement as a
channel of promotion to aware customers about offers n
new products.
68

• Utilities: - This location facing the perking problem thus
management must take some action on it to have a proper
parking facility.
GREENS
• Targeted Segment:- Stores Located in the Commercial
are basically large working professional used to shop here
in this stores in accordance with that management should
have marketing approach
• Product Mix:- Its recommended in this stores that daily
general consumable product shuld be added to high extend
by which flow of working professional can be maintained.
• Price Mix:- Premium pricing strategy must be implement
in this store.
• Promotion Mix:- Various promotional schemes like which
encourages for impulse buying must implement as the customer
is used to buy a products what he want and doed not go for
other products thus there mus exist impulse buying.
69

• Utilities:- Stores must provided a more enough parking lot
to those customers who generally from outside as this
costomer has to pay for parking.
GREENS COMMUNITY
• Targeted Segment:- This stores located in so far from
city as its name indicates its in a community whuch belongs
to high class people who generally does not aware about
prices but about quality of product accordingly
management have to plan its marketing strategy.
• Product Mix:- a large product range must avail in this
store in addition with quality. The availability of branded
food products is satisfactory but management should add
more brands to its existing product line.
70

• Price mix:- prices of the product observed in this stores is
comparatively high as they should be but its recommended
price of product must be quote in accordance with its
quality.
• Promotion Mix:- customers in this stores don’t have any
influence of promotional activity as income is high what
they need is satisfaction through product the here
management have the chances to have savings on its
promotional cost.
• Utilities:- This stores needs pampering is marketing
strategy so they need spacious parking lot, food facility,
recreational facilities children’s entertainment.
AL RAIS
• Targeted Segment:- Known as main branch as head
office also located in this stores. The main thing is thus
stores located in the heart of the city. Customer from lower
and middele income group used to shop in this stores.
71

• Product Mix:- product range what found in this stores
was satisfactory no need to change its existing product line
and range at this branch has got good Indian food section
which is attracts more Indians towards stores.
• Price Mix:- Prices of product found in this stores was not
that much affordable to a typical customer who used to
buys from this store so company management need to thing
on the pricing strategy and must improve the existing
pricing structure of the product.
• Promotion Mix:- Various promotional schemes like which
encourages for impulse buying must implement as the customer
is used to buy a products what he want and doed not go for
other products thus there mus exist impulse buying.
• Utilities:- No question of utilities to be provided arise here
as the stores itself located in a center market place. The
important thing about this stores is it opens 24hrs.
AL SAFA PARK
72

• Targeted Segment:- Stores located in area like Sheikh
Zayad road which suppose to be rich location thus stores
having high profile customer base.intersting thing about
this stores is that next to this stores the union arab govt.
own stores is located though company management said
that they don’t have any influence on its customer because
customer targeted for this stores is foreign customer who is
from Europe.
• Product Mix:- Stores is though very much aware about of
its product range then also management needs to revise its
product line in bakery products and cosmetics products.
• Price Mix:- Customers thinks about quality of product and
not considers the price thus management must have
premium pricing policy.
promotional cost.
recreational facilities children’s entertainment.
73

BEECH ROAD
• Targeted Segment:- This stores located in so far from
city as its name indicates its in a community whuch belongs
to high class people who generally does not aware about
prices but about quality of product accordingly
management have to plan its marketing strategy.
• Product Mix:- a large product range must avail in this
store in addition with quality. The availability of branded
food products is satisfactory but management should add
more brands to its existing product line.
• Price mix:- prices of the product observed in this stores is
comparatively high as they should be but its recommended
price of product must be quote in accordance with its
quality.
promotional cost.
74

recreational facilities children’s entertainment
Further analysis of the data I collected during the study
I present in following manner.
Recommendations:
• At all the TCS the customers said that the products to be
added were vegetables & fruits.
• At TCS in Some areas faced parking problems.
• Customers think that the variety and the quality of products
in the store sometimes was not good.
• More Promoters should be there with which the customers
will be able to know the offers.
• The offers given to the customers are repeated everytime.
75

• There should be new offers everytime.
• Tele-calling should be done to the customers to inform
them about the new offers.
• More focus should be given on the advertisements of TCS
• 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 TCS
• TCS must focus on improving its present work force by
providing the proper T&D program by recognized
consultant to have a compete with its existing competitors.
76

• For increasing employees interest toward there work its
very important to increase moral of TCS by providing
motivation to them.
• In TCS there must exist a proper product placement
techniques upon the shelve by which it is beneficial to staff
as well for customers to navigate products easily
• TCS must take immediate action on its sanitation facility to
its customers as well staff.
• Renovation must take place at some of the TCS Stores
• More customers should be converted into TCS Customers.
77

CONCLUSION
The core objective of TCS is to focus the middle class
people in U.A.E. as 45% of Local population is middle class. To
survive in the competitive market TCS should thing about for
taking initiative in retail Industry. Stores Management has a great
role to achieve the target. Through better Inventory Management
we can produce right amount of product, in right time, in right
price, according to the customer need & desire.
Today’s retail industry is booming. Due to the
availability of varied products and their multiple stock units
(SKUs), inventory management, and replenishment becomes a
complex job to perform. Different Supply-chain strategies
(pull/push) are required for different types of products. Proper use
of mathematical models, process optimization tools and industry
best practices also required for continuous improvement and
operational excellence like just-in time (JIT), Quick response
79

(QR), efficient customer response (ECR), and continuous
replenishment plans such as Vender management inventory
(VMI).
The major benefit in implementing these programs
include reduced inventories and stock-outs, fresher product and
quicker, more nimble supply chain which in turn decreases many
indirect costs such as damages, aged inventory and insolences, as
well as administration expenses.
Though TCS Retail limited has implemented advance
technology like SAP, RXL etc, lacking in well trained handling
unit spoil it. If you can’t match the physical inventory there is no
use of such type of technology. There was no optimum order
quantity set so there was problem of excess of inventory. Excess
of inventory means loss in business. The inventories were lying
here and there, not in their assigned areas. Prime cause of it was
excess of inventories and unskilled/untrained workforce. There
80

was no analysis like A-B-C. It is lack of professionalism indeed.
They used to place the inventories according to their merchandise
category, but it was very difficult to find out the exact location of
inventories, because there was no location identifier system there.
They didn’t use to any standard formulae to find out the exact
reorder point though it was based on sales. FIFO (first in first out)
was not follow properly and hence no of inventories became
obsolescence/out of demand. That was cause of loss in business.
Bin Card was not maintained properly. The maximum and
minimum levels of inventories were also not mentioned on bin
card. Working condition/environment was not so enthusiastic.
There was no proper arrangement of fooding for workforce.
There was wide scope of improvement in supplying the basic
needs like fooding, drinking water etc. to the workforce. It was
very difficult to work in hot atmosphere in warehouse. There was
no proper allocation of work within workforce. They are lacking
81

in proper utilization of workforce. There was no proper utilization
of non-trading item. The power/energy was also misused. That
was cause of greater inventory carrying cost. And in short I can
conclude that they were missing in keep head towards 5 R’s
(Right Source, Right Quantity, Right Quality, Right Price, and
Right Time) somewhere which is called very basic of inventory
management which boost all factors of stores.
82

SWOT
ANALYSIS
SWOT ANALYSIS
STRENGTH
 Limited competition.
83

 Good reputation of the company (T. Choithram & Sons.)
 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 (Approx.27)
WEAKNESS
 Target customer base very small.
 No presence in semi urban sector.
 Promotional campaigns are nearly absent.
 Less advertising efforts.
 At Some times products are out of stock.
 Weak supply chain management.
 Offers are repeated commonly.
OPPORTUNITIES
84

 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 27 branches in U.A.E..
 No of competitor’s is increasing very fast, especially In
Dubai.
 By making some good promotional efforts TCS can gain
more number of customers who will be loyal.
THREATS
 Competition with big giants like LuLu, Spinys, Al Madina
Super market Etc.
 Challenges posed by other retailers in the market.
 Customer may shift to other supermarket.
 Lower customer base may hinder prompt service.
85

Bibliography
 Research Methodology, methods and techniques by
C.R.Kothari-2
nd
edition.
 TCS Brochures & Flyers.
 Web Search Engine
87

“Study of Stores Management at T. Choithram & Sons
LLC Dubai, U.A.E. with special emphasis on building
strong Store Image”
Questionnaire
CHARACTERISTICS OF TYPICAL STORES
1. Number of Corporate Stores______
2. Hours open______
3. Stores Selling area (sq.ft.)______
4. Backroom area (sq.ft)______
5. Backroom office (sq.ft.______
6. No. of Suppliers______
a) DSD______
b) Non-DSD______
7. Number of Deliveries per week
89

a) Distribution Warehouse _______
b) Primary Suppliers _______
8. Average weekly Sales____________
9. Which of the following Products/Services do you
offer in a Store?
Yes
No
a. ATM
b. Bakery
c. Bank debit card payments
d. Credit Card payments
e. Branded Fast-food
f. Event Tickets
10. In a Store What products are DSD
a. Bakery items
b. Candy
c. Canned food
d. Carbonated Soft drinks
e. Cigarettes
90

f. Chips and Snacks
g. Dairy
11. Does a Store have Computer Support? Yes
No
If yes, what capabilities does it provide?
Yes No
a. Accounting
b. Ordering
c. Payroll
d. Network
e. Other_____
12.Does Stores Scan merchandise at check outs? Yes
No
If yes, what reports do you generate from scanner
data
a. Movements of Items Yes No
b. Sales Yes No
c. Other____
SHELVE SPACE ALLOCATION
91

1. If you have a multiple stores, do they have a
standardized Layout?
Yes No
If yes, which
layout____________________________________
If No, What is job title of person who decides on the
Layout for a Store?
____________________________________________________
___
2. Do you use Planograms for Shelve space allocation?
Yes No
NON-DSD PRODUCTS
1.For Non-DSD products, who approves individual items for
sale in stores?
Headquarters Store manager
Other
92

2. For Non-DSD products, who decides the shelve space
allocation?
Other
3. For Non-DSD products, who decides the arrangement of
items on shelves?
Other
DSD PRODUCTS
1. Who generates orders for DSD products?
DSD vendor with Stores Manager Approval
DSD vendor without Stores Manager Approval
Stores Manager
Other___________
2. How are DSD orders verified for accuracy upon
delivery?
Visual Count
Sample Count
Not Verified
Other___________
93

3. How DSD Supplier Paid?
Cheque
Cash
EFT
Other______
PRICING AND PROMOTIONS
1. Who determines prices of products sold in the stores?
Headquarters
Stores Manager
Other______
2. Do you have shelves Tags for Non-DSD Products?
Yes No
If yes, who provide shelves
tags__________________________?
3. Which phrase best describes your Company?
Prices are the same in all Stores
Prices are vary in each Stores
Prices are same for Stores grouped by Size/Location
Other______________________________
4. What kind of Promotions are used in a Stores?
Special displays provided by vendors
Self-made Displays
In Stores Coupons
News Paper ads
94

Others
5. What is the objectives behind Display of merchandize
Creating demand Both
Other Stores image
T. Choithram & Sons L.L.C.(Dubai)
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 TCS?
(Weekly / fortnightly / monthly / quarterly / half
yearly)
2. How do you find the quality of the products?
(Excellent / good / average /
poor)
3. How did you find the variety of products?
95
QUESTIONNAIRE

poor)
4. Did you come across any difficulty while purchasing or
billing?
(yes/no)
Reason: _________________________________________
_________________________________________.
5. Do you wish any products to be added in our store?
(yes/no)
Which: __________________________________________
6. Was the store clean?
(yes/no)
7. Was the parking space provided to you appropriate?
(yes/no)
8. How was the overall appearance of the crew members?
(Hair, dressing, body language, communication
skill)
poor)
9. Were the signage’s informative? (yes/no)
10. How was the visibility and shelf space arrangement of the
store?
96

poor)
11. How did you come to know about the offers?
(Flyers / mouth publicity / news paper / Tele-
calling)
Other:
_____________________________________________.
12. Any other observations:
________________________________________________
________________________________________________
________________________________________________
___.
13. Any other suggestions:
________________________________________________
________________________________________________
________________________________________________
___
14. Personal information:
Name: __________________________________________.
Age: ________. Sex: (Male / Female)
Address:
___________________________________________
___________________________________________.
97

Contact no. : ________________. Mobile:
_______________.
98

TERMS
&
ABBREVIATION
S
1. TCS:- T. Choithram & Sons
99

2. L.L.C.:- Limited Liability Company
3. U.A.E.:- United Arab Emirates
4. DSD Products:- Direct Stores Delivery
5. Non-DSD Products:- Non Direct Stores Delivery
6. Al Karama, Al Jumeirah, Greens, Gresns Community, Al
Rais, Al Safa park, Beech Road:- These are the names of
Area and Location where TCS having its stores
100

Study of Stores Management and Customer Feedback Analysis at T. Choithram & Sons

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Study of Stores Management and Customer Feedback Analysis at T. Choithram & Sons