This action might not be possible to undo. Are you sure you want to continue?
A STUDY OF THE EFFECTIVENESS OF PROMOTIONAL SCHEMES AT RELIANCE FRESH STORES IN AHMEDABAD CITY
Submitted in partial fulfillment for the award of two years full time dual degree master‟s programme in management (2010-2012)
Name of the Guide: Narendra Chawda.
Submitted by: Kapil lalwani
PACIFIC INSTITUTE OF MANAGEMENT AND TECHNOLOGY
Pacific academy of higher education and research Pacific Hills, Airport Road, Pratapnagar Extension, Udaipur 313003
The Summer Internship at “Reliance Retail Ltd, Ahemdabad” has been a quantum leap in terms of practical savvy understanding of management concepts, sincerity, diligence, and responsibility and above all self-confidence. In particular, I would like to extend my heartfelt gratitude to “Mr. Sanjay Chattarjee (General manager) , Mr. Kishan Singh Sata (H.R Manager) & Mrs. Mona Bhandari (Zonal manager) Reliance Retail Ahemdabad” who gave me the opportunity to do my summer training in Reliance Retail Ahemdabad & without whose facilitation and cooperation, this project would not have been so fulfilling.
At the onset, I would like to thank Dr. K.K. Dave (Director of PIMT) for giving me the opportunity to gain vital insights into the corporate world.
I would like to take this opportunity to thank my project guide Mr. Narendra Chawda for his guidance and for keeping me on track through his expertise in the field of marketing and Sales.
I would like to acknowledge entire esteemed faculty at PIMT for providing me with the required theoretical background to approach the project.
associate ship. is my original work and the project report has not formed the basis for the award of any diploma. fellowship or similar other titles. It has not been submitted to any other university or institution for the award of any degree or diploma. Place: Date: Kapil lalwani PGDM III sem 10 .DECLARATION It is hereby declare that the project report entitled “A STUDY OF THE EFFECTIVENESS OF PROMOTIONAL SCHEMES AT RELIANCE FRESH STORES IN AHMEDABAD CITY ” submitted for the degree of PGDM. degree.
obstructs. I put the best of my efforts and have also tried to be justice with available. “Effectiveness of Promotions & Scheme”. If anywhere something is found unacceptable or unnecessary to the theme. You are welcomed with your valuable suggestions. Yours sincerely. I tried my level best to conduct a research to gain a thorough knowledge about the project on topic. Being neophytes in the highly competitive world of business. I am presenting this hand carved effort. I have toiled and worked to my optimum potential to achieve desired goals. Anyhow with the kind of help and genuine interest and the guidance of my supervisor. hurdles and hindrances. I have put my sincere efforts to accomplish my objectives within the stipulated time. Despite all limitations. Kapil Lalwani 11 . I came across some difficulties to make my objective a reality. Thanks and regards.PREFACE As a part of course curriculum of Masters of business administration we were asked to undergo 45 days summer training in any organization so as to give us exposure to practical management to get us familiar with various activities taking place in the organization.
12 . The project work includes collecting data as management trainee at Reliance Fresh stores in ahmedabad city.We have to interact with atleast 8/10 customers document the feedback in prescribed format which Includes close ended question One topic is assigned to me that was “A STUDY OF THE EFFECTIVENESS OF PROMOTIONAL SCHEMES AT RELIANCE FRESH STORES IN AHMEDABAD CITY” and on the basis of that topic i made questionaire which contains 10 questions and i asked those question to the many customers to know what are their opinion about stores schemes and promotions.Executive Summary I have done this project at Reliance Retail Ltd. Ahmadabad as a part of my summer internship program.Specific area was assigned to each trainee. is one of the biggest retailers in the organization in India. Reliance Retail Ltd..
INDEX S. No 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Topic Acknowledgement Certificate Declearation Preface Executive summary Introduction to Retail Industry Introduction to Reliance Retail Research Research methodology Objective Data analysis Finding Suggestions Limitation Biblography Page no 13 .
2 billion by 2014. With growing market demand. Comprising of organized and unorganized sectors. Though initially. the industry is getting more popular these days and getting organized as well. the increasing 14 . the retail industry in India was mostly unorganized. Strong underlying economic growth. Major Retailers in India: • • • • • Reliance Future Group Tata Group RPG Group A V Birla Group Challenges Facing Indian retail industry: • • • • • • The tax structure in India favours small retail business Lack of adequate infrastructure facilities High cost of real estate Dissimilarity in consumer groups Restrictions in Foreign Direct Investment Shortage of retail study option The BMI India Retail Report for the third-quarter of 2010. however with the chance of tastes and preferences of the consumers.Introduction to Retail Industry The Indian retail industry is the fifth largest in the world.00 billion in 2010 to US$ 543. India retail industry is one of the fastest growing industries in India. released in may 2010 forecasts that the total retail sales will grow from US$ 353. the industry is expected to grow at a pace of 25-30% annually. especially over the last few years. population expansion.
for the fourth time in five years. The latter is predicted to be the fastest growing retail sub-sector over the forecast period. 15 .wealth of individuals and the rapid construction of organized retail infrastructure are key factors behind the forecast growth. rapid shift from small independent retailers to large. Moreover.18 billion by 2014. BMI predicts that sales through MGR outlets will increase by 154 per cent to reach to reach US$ 15.3 per cent by 2014.29 billion by 2014 this is consequence of India‟s dramatic.5 per cent. an increase of 88. The greater availability of personal credit and towards annual retail sales growth of 11. according to a study by the McKinsey Global Institute (MGI). India will also become the 5th largest consumer market. Further. China and India are predicted to account for almost 91 per cent of regional retail sales in 2010 and by 2014 their share of the regional market is expected to increase to 14. The growth in the overall retail market will be driven largely by the explosion in the organized retail market. released in May 2007. with over the counter (OTC) pharmaceutical sales at US$ 3. According to a McKinsey report published in September 2008.4 per cent. Mass Grocery Retail (MGR) sales in India are forecast to undergo enormous growth over the forecast period. BMI forecast that sales will reach US$ 6. there will also be opportunities in India's second and third-tier cities.28 billon. modern outlets.from 50 million in 2007 to 583 million people by 2025. and the impact they have on growth will be boosted by the arrival of expansion –orientated multinationals. called „The Great Indian Bazaar: Organized Retail Comes of age in India‟.66 trillion. moving up from the 12th position it occupied in 2007. Domestic retailers continue to invest heavily in increasing their store networks and improving in-store offerings. Retail sales for the BMI universe of Asian countries in 2010 are a forecast US$ 2. BMI forecasts consumer electronic sales at US$ 29. India‟s middle class will swell by more than ten times. As well as an expanding middle and upper class consumer base. By 2025. India has been ranked as the most attractive nation for retail investment among 30 emerging markets by the US-based global management consulting firm A T Kearney in June 2009.86 billion in 2010.
16 .3 million in 2010-11 to expand its „More‟.Commercial real estate Services Company. • Adyta Birla Retail will invest up to US$44. Raheja group promoted Shopper‟s Stop has lined –up a capital expenditure of nearly US$ 27. Raj Jain. Aurangabad.000-square feet of area. India continues to be among the most attractive countries for global retailers Foreign Direct Investment (FDI) inflows between April 2000 and March 2010. in single –brand retail trading.69 million. the second –largest retail chain in the world after Wal-Mart. and 810 new hypermarkets under the „more Mega store‟ brand.9 million for opening 16 new stores over the next three years. states that India‟s retail market has moved up to the 39th most preferred retail destination in the world in 2009. • Carrefour. Max has 16 outlets operating in the metros while the rest are located in the tier II towns. the store will source 90 per cent of its products within the country. CB Richard Ellis‟ findings published in April 2009. as real estate prices have become more attractive. IT plans to take its total store count to 53 by March 2011. • K. targeting a turnover of US$ 96. chief of Indian operations for Arkansas-based wal-mart. Delhi. Middle East retail chain Max is expanding its footprints across India. • Diamond retail chain ORRA Diamonds plans capital expenditure of US$ 16. • Wal-mart stores Inc. expects to open its first cash-and carry store in India by the end of 2010.8 million. from an earlier target of five years. the world‟s biggest retailer. Policy initiatives • 100 per cent FDI is allowed in cash-and-carry wholesale formats. Vijayawada and Durgapur. said the firm now expects to open 10-12 wholesale centers‟ in India over two-to three years. • • British retail Tesco. stood at US$ 194. With the store sprawling over 55. plans to open its first wholesale cash-and-carry store in the country at Seelampur in Delhi in next to three months. up from 44 in 2008. Will accelerate its roll out of wholesale stores in India. Pune Bhopal. according to the department of industrial Policy and Promotion (DIPP).6 million to pen about 12 stores in 2010-11 the new stores will come up in Bangalore.
9 percent from 2007 to 2015 • Rural market is projected to dominate the retail industry landscape in India by 2012 with total market share of above 50 percent • Driven by the expanding retail market. organized retail market in India is expected to reach US$500 billion by 2011. According to a market research report published in June 2008 by RNCOS titled. will lead organized retailing. the third party logistics market is forecasted to reach US$ 20 billion by 2011 •Apparel. • Number of shopping malls is expected to increase at a CAGR of more than 19. 17 .• FDI up to 51 percent under the Government route is allowed in retail trade of „Single Brand‟ products Road Ahead According to industry experts. the next phase of growth is expected to come from rural markets. „Booming Retail Sector‟. along with food and grocery.
RRL has now expanded its presence in more than 85 cities across 14 states in India.a footwear concept „Reliance Jewels‟.Introduction to Reliance Retail With a vision to generate inclusive growth and prosperity for farmers. music & entertainment concept „Reliance AutoZone‟.A neighbourhood concept „Reliance Super‟-A mini-mart concept „Reliance Mart‟. More than 3 years into operation. The „value‟ formats that RRL operates are: „Reliance fresh‟. Based on its core growth strategy of backward integration. RRL has made rapid progress towards building and entire value chain starting from the farmers to the end consumers. thousands of farmers and vendor. RIL operated several „value & specialty‟ formats. small shopkeepers and consumers. wellness & beauty concept „Reliance Footprint‟. vendor partners. Since its inception in 2006. The „specialty‟ format that retail operates are: „Reliance Digital‟.a jewellery concept „Reliance Timeout‟. RRL forged ached with now spans a network of more than 1000 stores.An all under one roof supermarket concept The value formats offer a wide range and assortment of products required for daily household needs. Reliance Retail Limited (RRL) continued fulfill it s commitment of enriching at an attractive value proposition.a consumer durables & information technology concept „Reliance Trends‟-an apparel & accessories concept „Reliance Wellness‟. Reliance Retail Limited (RRL) has grown into an organization that caters to millions of customers.a health. Reliance Retail Limited (RRL). In the last year.an automotive products & services concept 18 .a books.
or persuading a potential buyer's purchasing decision. RRl enjoys the patronage of over 5. informing. which means initial promotional efforts must focus on establishing an identity. RRl‟s loyalty membership program.an exclusive Apple products concept RRL rapidly expanded the store network. promotion. modular kitchens. furniture. PROMOTION Promotion is one of the four elements of marketing mix (product. it operates through strategic partnerships with world-class companies such as Marks & Spencer and Pearl Europe.5 million customers. PROMOTION OBJECTIVES The possible objectives for marketing promotions may include the following: Build Awareness – New products and new companies are often unknown to a market. place). RIL also entered into an exclusive distribution arrangement with Asics Corporation Japan to market Asics brands of shoes and accessories in India. As we saw with our discussion of consumer and business 19 . price. Trough „Reliance One‟. It is the communication link between sellers and buyers for the purpose of influencing. In this situation the marketer must focus promotion to: 1) effectively reach customers.„Reliance Living‟-a home ware. and 2) tell the market who they are and what they have to offer. furnishings concept „Store by Reliance Digital‟. Create Interest – Moving a customer from awareness of a product to making a purchase can present a significant challenge. RRl has recently opened its flagship store under its franchise agreement with Hamleys and plans to expand the store network in the coming year. RRL has also expanded its presence in business-to-business office supplies through its joint venture with Office Depot.
This is often seen on the Internet where software companies allow for free demonstrations or even free downloadable trials of their products. informational promotion may be used to help with a product positioning strategy. customers must first recognize they have a need before they actively start to consider a purchase.buying behaviour. the promotional efforts may be directed at getting the customer to try the product. where the product competes in an existing market. For products with an established customer-base. including direct comparisons with competitor‟s products. Provide Information – Some promotion is designed to assist customers in the search stage of the purchasing process. sex. In other situations. For example. and humour. For instance. The focus on creating messages that convince customers that a need exists has been the hallmark of marketing for a long time with promotional appeals targeted at basic human characteristics such as emotions. In the case of products that a customer has not previously purchased or has not purchased in a long time. Stimulate Demand – The right promotion can drive customers to make a purchase. fears. the information is simply intended to explain what the product is and may not mention any competitors. As we discuss in the Targeting Markets tutorial. 20 . such as when a product is so novel it creates a new category of product and has few competitors. marketers may use promotional means. Reinforce the Brand – Once a purchase is made. many retail stores now ask for a customer‟s email address so that follow-up emails containing additional product information or even an incentive to purchase other products from the retailer can be sent in order to strengthen the customer-marketer relationship. in an effort to get customers to mentally distinguish the marketer‟s product from those of competitors. In some cases. promotion can encourage customers to increase their purchasing by providing a reason to purchase products sooner or purchase in greater quantities than they normally do. a pre-holiday newspaper advertisement may remind customers to stock up for the holiday by purchasing more than they typically purchase during non-holiday periods. a marketer can use promotion to help build a strong relationship that can lead to the purchaser becoming a loyal customer.
are some of the common schemes. etc. (i) Free samples: You might have received free samples of shampoo. are the examples of premium or bonus given free with the purchase of a product. For example. 30% extra in a pack of one kg. in the case of textbooks. and many more. This is also useful for encouraging and rewarding existing customers.500‟ or „exchange your black and white television with a colour television‟ are various popular examples of exchange scheme. They are effective in inducing consumers to buy a particular product. Sometimes these free samples are also distributed by the shopkeeper even without purchasing any item from his shop. in the case of medicine free samples are distributed among physicians. Rs. 15 off on a pack of 250 grams of Taj Mahal tea. These are known as tools or techniques or methods of sales promotion. gift. (ii) Premium or Bonus offer: A milk shaker along with Nescafe. coffee powder. „Rs. 21 .Tools of Sales Promotion To increase the sale of any product manufactures or producers adopt different measures like sample. Let us know more about some of the commonly used tools of sales promotion. This is useful for drawing attention to product improvement. specimen copies are distributed among teachers. Some businessmen distribute samples among selected persons in order to popularize the product. products are sold at a price lower than the original price. This type of scheme is designed to boost up sales in off-season and sometimes while introducing a new product in the market. toothbrush with 500 grams of toothpaste. mug with Bourn vita. (iii) Exchange schemes: It refers to offering exchange of old product for a new product at a price less than the original price of the product. (iv) Price-off offer: Under this offer. washing powder. 2 off on purchase of a lifeboy soap. while purchasing various items from the market. bonus. These are distributed to attract consumers to try out a new product and thereby create new customers. „Bring your old mixer-cum-juicer and exchange it for a new one just by paying Rs. 1000 off on cooler‟ etc. Rs.
national or international level to introduce new products. The holder of the coupon gets the product at a discount. These coupons can be presented to the retailer while buying the product. (vi) Fairs and Exhibitions: Fairs and exhibitions may be organised at local. coupons are issued by manufacturers either in the packet of a product or through an advertisement printed in the newspaper or magazine or through mail. regional. demonstrate the products and to explain special features and usefulness of the products. Goods are displayed and demonstrated and their sale is also conducted at a reasonable discount. 15 off on purchase of 5 kg. of Annapurna Atta‟. The reduced price under this scheme attracts the attention of the prospective customers towards new or improved products. you might have come across coupons like. „show this and get Rs. For example.(v) Coupons: Sometimes. „International Trade Fair‟ in New 22 .
frequency of shopping. Ex post facto studies also include attempts by researchers to discover causes even when they cannot control the variables. research is an art of scientific investigation.” TYPES OF RESEARCH The basic types of research are as follows: (i) Descriptive vs. The main characteristic of this method is that the researcher has no control over the variables. the researcher has to use facts or information already available. preferences of people. on the other hand. Most ex post facto research projects are used for descriptive studies in which the researcher seeks to measure such items as. In social science and business research we quite often use the term Ex post facto research for descriptive research studies. Analytical: s Descriptive research includes surveys and fact-finding enquiries of different kinds. In fact. including comparative and co relational methods. Once can also define research as a scientific and systematic search for pertinent information on a specific topic. and analyze these to make a critical evaluation of the material. The major purpose of descriptive research is description of the state of affairs as it exists at present. The methods of research utilized in descriptive research are survey methods of all kinds. or similar data. In analytical research.” Redman and Mory define research as a “systematized effort to gain new knowledge. 23 . 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. for example. he can only report what has happened or what is happening.RESEARCH MEANING OF RESEARCH Research in common parlance refers to a search for knowledge.
Research to identify social. (iii) Quantitative vs. are also examples of fundamental research. i. economic or political trends that may affect a particular institution or the copy research (research to find out whether certain communications will be read and understood) or the marketing research or evaluation research are examples of applied research. Qualitative research. phenomena relating to or involving quality or kind. Other techniques of such research are word association tests.e. is concerned with qualitative phenomenon.. Similarly. Qualitative: Quantitative research is based on the measurement of quantity or amount.. an important type of qualitative research. This type of research aims at discovering the underlying motives and desires. For instance. “Gathering knowledge for knowledge‟s sake is termed „pure‟ or „basic‟ research. the central aim of applied research is to discover a solution for some pressing practical problem.e. using in depth interviews for the purpose. we quite often talk of „Motivation Research‟. research studies. It is applicable to phenomena that can be expressed in terms of quantity. Qualitative research is specially important in the behavioural sciences where the aim is to discover the underlying motives of human behaviour. a solution) facing a concrete social or business problem is an example of applied research.(ii) Applied vs. Through such research we can analyse the various factors which motivate people 24 .”4 Research concerning some natural phenomenon or relating to pure mathematics are examples of fundamental research.. story completion tests and similar other projective techniques. Fundamental: Research can either be applied (or action) research or fundamental (to basic or pure) research. whereas basic research is directed towards finding information that has a broad base of applications and thus. adds to the already existing organized body of scientific knowledge.e. research designed to find out how people feel or what they think about a particular subject or institution is also qualitative research. when we are interested in investigating the reasons for human behaviour (i. Thus. sentence completion tests. but research aimed at certain conclusions (say. why people think or do certain things). whereas fundamental research is mainly concerned with generalisations and with the formulation of a theory. concerning human behaviour carried on with a view to make generalisations about human behaviour. on the other hand. Attitude or opinion research i. Applied research aims at finding a solution for an immediate problem facing a society or an industrial/business organisation.
and actively to go about doing certain things to stimulate the production of desired information. coming up with conclusions which are capable of being verified by observation or experiment. Form the point of view of time. (v) Some Other Types of Research: All other types of research are variations of one or more of the above stated approaches. It is generally used by philosophers and thinkers to develop new concepts or to reinterpret existing ones. while doing such research. Research can be field-setting research or laboratory research or simulation research. He then works to get enough facts (data) to prove or disprove his hypothesis. It may be stated. In the former case the research is confined to a single time-period. It is data-based research. or on the basis of some other similar factor. In such a research. Research can as well be understood as clinical or diagnostic 25 . that to apply qualitative research inpractice is relatively a difficult job and therefore. on the environment in which research is done. empirical research relies on experience or observation alone. at their source. Such research is thus characterised by the experimenter‟s control over the variables under study and his deliberate manipulation of one of them to study its effects. or the time required to accomplish research. based on either the purpose of research. (iv) Conceptual vs.to behave in a particular manner or which make people like or dislike a particular thing. Empirical: Conceptual research is that related to some abstract idea(s) or theory. Evidence gathered through experiments or empirical studies is today considered to be the most powerful support possible for a given hypothesis. the researcher must first provide himself with a working hypothesis or guess as to the probable results. we can think of research either as one-time research or longitudinal research. On the other hand. He then sets up experimental designs which he thinks will manipulate the persons or the materials concerned so as to bring forth the desired information. Empirical research is appropriate when proof is sought that certain variables affect other variables in some way. one should seek guidance from experimental psychologists. depending upon the environment in which it is to be carried out. In such a research it is necessary to get at facts firsthand. however. whereas in the latter case the research is carried on over several time-periods. We can also call it as experimental type of research. often without due regard for system and theory.
whereas formalized research studies are those with substantial structure and with specific hypotheses to be tested. Such research follows case-study methods or in depth approaches to reach the basic causal relations. The concept of control implies that. in exploring causality in relation to two variables (factors). Operations research is an example of decision oriented research since it is a scientific method of providing executive departments with a quantitative basis for decisions regarding operations under their control. Therefore in Hospitality and Tourism. But to qualify as research. Such studies usually go deep into the causes of things or events that interest us. as most of the research is done in a laboratory. -Controlled. to study events or ideas of the past. the process must have certain characteristics: it must. rigorous. remains. The research may be exploratory or it may be formalized. where such controls are not possible. you attempt to quantify their impact.in real life there are many factors that affect an outcome. in the social sciences (Hospitality and Tourism) it is extremely difficult as research is carried out on issues related to human beings living in society.research. etc. analyzing and interpreting information to answer questions. While doing conclusion oriented research. bakery). as far as possible. The objective of exploratory research is the development of hypotheses rather than their testing. a researcher is free to pick up a problem. you set up your study in a way that minimizes the effects of other factors affecting the relationship. be controlled. However. Historical research is that which utilizes historical sources like documents. valid and verifiable. redesign the enquiry as he proceeds and is prepared to conceptualize as he wishes. Research can also be classified as conclusion-oriented and decision-oriented. as you cannot control external factors. including the philosophy of persons and groups at any remote point of time. Decision-oriented research is always for the need of a decision maker and the researcher in this case is not free to embark upon research according to his own inclination. empirical and critical. This can be achieved to a large extent in the physical sciences (cookery. 26 . systematic. CHARACTERISTICS OF RESEARCH: Research is a process of collecting. using very small samples and very deep probing data gathering devices.
-Systematic-this implies that the procedure adopted to undertake an investigation follow a certain logical sequence. Developing the objectives 4. -Empirical-this means that any conclusion drawn are based upon hard evidence gathered from information collected from real life experiences or observations. The process of investigation must be foolproof and free from drawbacks. Some procedures must follow others. STEPS IN RESEARCH PROCESS: 1. The process adopted and the procedures used must be able to withstand critical scrutiny. The different steps cannot be taken in a haphazard way. Collecting the Data 6. Preparation of the Report or Presentation of Results-Formal writes up of conclusions reached. -Valid and verifiable-this concept implies that whatever you conclude on the basis of your findings is correct and can be verified by you and others. it is imperative that it has the above characteristics. Again. Preparing the Research Design including Sample Design 5. -Critical-critical scrutiny of the procedures used and the methods employed is crucial to a research enquiry. Formulating the Research Problem 2.-Rigorous-you must be scrupulous in ensuring that the procedures followed to find answers to questions are relevant. the degree of rigor varies markedly between the physical and social sciences and within the social sciences. For a process to be called research. Analysis of Data 7. Extensive Literature Review 3. 27 . Generalisation and Interpretation 8. appropriate and justified.
RESEARCH METHODOLOGY TYPE OF DATA TYPE OF RESEARCH TYPE OF SAMPLING TECHNIQUES TARGET POPULATION Primary data Exploratory Random sampling Customers of reliance fresh stores (Navrangpura) of Ahmedabad city SAMPLE SIZE 100 28 .
sales and profit or not. • To find out Which offers customers like most or on which segment customers require offers in reliance fresh. 29 . • To find out the strategy of Membership card is effective or not.OBJECTIVE • To find out whether the promotional schemes of reliance fresh are effective in terms of customers. • To find out whether promotional schemes affecting buying quantity of customers or not.
and 4% said that it‟s acceptable.DATA ANALYSIS Q 1 How would you rate the offers at reliance fresh? (a) Excellent (b) Good (c) Fair (d) Acceptable 8 68 20 4 4% 8% 20% Excellent Good Fair 68% Acceptable INTERPRETETION 68% respondents said that offers at reliance fresh are good. 30 .
31 . and 8% said that they like special prize simultaneously they like cash vouchers.Q 2 Which type of offers you like most? (a) Buy & Get (b) % off (c) Special prizes (d) cash vouchers 60 24 8 8 8% 8% Buy & Get % off 24% 60% Special prizes cash vouchers INTERPRETETION 60% respondents said that they like buy and get offers.
Q 3 On which segment do you like offers most? (a) FMCG (b) NF-FMCG (c) F&V (d) Staples 36 28 32 4 4% FMCG 32% 36% NF-FMCG F&V Staples 28% INTERPRETETION 36% respondents said that they like offers on FMCG products. and 4% said that they like offers on staples product. 32 .
33 . and 4% said that its excellent simultaneously its acceptable.Q 4 How would you rate star of the week offer? (a) Excellent (b) Good (c) Fair (d) Acceptable 4 80 12 4 4% 12% 4% Excellent Good Fair 80% Acceptable INTERPRETETION 80% respondents said that star of the week offer at reliance fresh is good.
and 4% said that its acceptable and simultaneously said its fair.Q 5 How would you rate vegetables Wednesday & Saturday mandi? (a) Excellent (b) Good (c) Fair (d) Acceptable 12 80 4 4 4% 4% 12% Excellent Good Fair Acceptable 80% INTERPRETETION 80% respondents said that Wednesday & Saturday vegetable mandi at reliance fresh is good. 34 .
35 . and 4% said that they prefer because of loyalty.Q 6 Why you prefer reliance fresh? (a) Offers & Schemes 40 (b) Price (c) Quality (d) Loyalty 20 36 4 4% Offers & schemes 36% 40% Price Quality loyalty 20% INTERPRETETION 40% respondents said that they prefer reliance fresh because of offers & schemes.
36 . and 8% said that it‟s excellent.Q 7 How would you rate the membership card? (a) Excellent (b) Good (c) Fair (d) No use 8 52 20 20 8% 20% Excellent Good 20% 52% fair No use INTERPRETETION 52% respondents said that membership card offer at reliance fresh is good.
37 . and 8% said that they like hoardings.Q 8 Which source of promotions do you like most? (a) Print media (b) Television (c) Radio (d) Hoardings 44 16 32 8 8% 44% Print media Television Radio Hoardings 32% 16% INTERPRETETION 44% respondents said that they like print media source of advertisement.
and 4% said that they require offers on household products.Q 9 On Which products you require offers? (a) F&V (b) NF-FMCG (c) Household products (d) FMCG 36 36 4 24 24% 36% F&V NF-FMCG 4% Household products 36% FMCG INTERPRETETION 36% respondents said that they requires offers on F&V simultaneously they requires on NFFMCG at reliance fresh. 38 .
and 4% said that offer doesn‟t affect their buying quantity. 39 .Q 10 Do the offers effect the quantity you purchase? (a) Yes (b) No 96 4 4% Yes No 96% INTERPRETETION 96% respondents said that offers affect their buying quantity.
Wednesday and Saturday mandi is very effective. Reliance fresh‟s star of the week offer is very effective and attracting the customers. Customers like buy & Get offers most. 40 . Print media is the best source for advertising.FINDINGS • • • • • • • • Reliance promotions and schemes are effective. Most of the customers want offers on FMCG. Many customers like reliance fresh because of offers and schemes. Membership card of reliance fresh is very effective and using by many customers.
It should provide more offers on FMCG products. It can provide more discounts on membership card so more customers can be attract.SUGGESTIONS • • • • Company should improve its advertising and can make print media adds more attractive. It can provide special offers on each segment on specific day like vegetable mandi so that number of customers can be increase. 41 .
LIMITATIONS Large number of population so couldn‟t contact each customer. Due to shortage of time the study was restricted. The data obtained was mostly restricted to respondents who were regular visitors of Reliance Fresh. The specific stores were assigned. 42 .
1. Malhotra.answer.com www.ril. 2004 Internet website www. Research Methodology. C.google.wikipedia.BIBLOGRAPHY The followings have proved to be valuable and helpful to me while preparing the report. New age international publishers . Second revised edition. Marketing Research. Naresh K.com 43 . Kothari.. Fifth edition. 2008 2.com www.com www..R. Pearson edition.