GLOBAL SCHOOL OF BUSINESS , FARIDABAD

A PROJECT REPORT ON CUSTOMERS BUYING BEHAVIOUR AT

PROJECT REPORT SUBMITED TO

GLOBAL SCHOOL OF BUSINESS FARIDABAD
For The Award Of Master of Business Administration
Bharatidasan University Tiruchirappalli

Submited by Nazrul Alam Kabir Roll No. :

Under the Guidance of Mr. Rohit Mehta

RELIANCE MART

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CERTIFICATE

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3 2.2 1.1 1.5 2.2 CHAPTER-4 CHAPTER-5 CHAPTER-6 CHAPTER-7 INDEX INTRODUCTION &BACKGROUND Introduction of project Company Profile Introduction of Retail Reliance Retail Limited SWOT Analysis Corporate Social Responsibility Major Player Literature Review RESEARCH METHODOLOGY & DESIGN Objective of Research Type of Research Source of data & Collection tool Sampling design Sample size Scope of the study ANALYSIS & INTERPRETATION Data analysis Interpretation of collect data RESEARCH FINDING CONCLUSION LIMITATION OF RESEARCH SUGGESTION APPENDIX BIBLIOGRAPHY PAGE NO.5 1.8 CHAPTER-2 2.1 2.1 1.2 2.3 1.4 2.1 3. 15 17 20 24 34 36 37 40 44 44 45 45 45 48 53 72 74 76 78 80 83 Table of content 4 .4 1.6 CHAPTER-3 3.7 1.6 1. CHAPTER.SERIAL NO.

45 46 47 48 49 50 51 52 53 54 55 56 . 19 36 37 45 46 47 48 49 50 51 52 53 54 55 56 List of Charts INDEX Chart 1 Chart 2 Chart 3 Chart 4 Chart 5 Chart 6 Chart 7 Chart 8 Chart 9 Chart 10 Chart 11 Chart 12 5 PAGE NO.List of Tables INDEX Management Team Model of Buying Behavior Factors of Consumer Buying Behaviors Table of customers visit Items of mostly shop Preference of offer Preference of Reliance Mart Influence in shopping decision Awareness of promotional scheme Understanding of promotional scheme Recommendation reliance mart Information about products Satisfaction with services Price at reliance mart Suggestion for operation management PAGE NO.

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Consumer buying behaviour is a primary force in determining how this transition is evolve. shopping trends. And also to know about do customers are aware about the different types product and Services and different offers provide at Reliance Mart. The total sample size taken was one hundred (100) from various customers of Faridabad at Reliance Mart. They want that Reliance Mart should do promotional activity as – Advertising.The project was carried out with an objective of knowing Buying Behavior of customer at Reliance Mart. 7 . This research shows that the customer satisfaction at Reliance Mart is very good but many customers are unaware of the product and services provided by the Reliance Mart which aren’t available at other Retail stores. Getting closer to the customer in today’s highly competitive landscape is essential for the entire industry and is no longer just a retail issue. On the other hand during my research I found many of the existing customers of Reliance Mart who are satisfied with the working style of retail store. Detailed analysis of the changing patterns of consumer demand. So that they can be updated while seating at home. sensing and responding rapidly to consumer demand in a co-ordinated manner. It requires all organisations across the supply chain to work as a single enterprise. but want continuous updates about the new offers and other products of Reliance Mart.

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is India's largest private sector enterprise. I keep revising my vision.RELIANCE "Growth has no limit at Reliance. 2002 RELIANCE GROUP The Reliance Group. textiles and retail.in polyester. Reliance pursued a strategy of backward vertical integration . The Group's activities span exploration and production of oil and gas. Only when you can dream it. The flagship company. fibre intermediates. petroleum refining and oil and gas exploration and production .to be fully integrated along the materials and energy value chain. Group's annual revenues are in excess of USD 27 billion. plastics and chemicals). founded by Dhirubhai H. Backward vertical integration has been the cornerstone of the evolution and growth of Reliance. 1932 . petroleum refining and marketing.July 6. you can do it. Ambani Founder Chairman Reliance Group December 28. Reliance Industries Limited. 9 . is a Fortune Global 500 company and is the largest private sector company in India. Starting with textiles in the late seventies. plastics. Ambani (1932-2002). petrochemicals. petrochemicals (polyester." Dhirubhai H. with businesses in the energy and materials value chain. fibre intermediates.

Ambani has been a pioneer in introducing financial instruments like fully convertible debentures to the Indian stock markets. it has diversified its operations in recent years. the group was divided between them in 2006. Ambani was one of the first entrepreneurs to draw retail investors to the stock markets. [1] It was founded by the Indian industrialist Dhirubhai Ambani in 1966. being ranked at 206th position (2008).85 billion for the fiscal year ending in March 2010 making it one of India's private seclobal 500 companies. Major Group Companies are Reliance Industries Limited (including main subsidiaries Reliance Petroleum Limited and Reliance Retail limited) and Reliance Industrial Infrastructure Limited. In September 2008. Critics allege that the rise of Reliance Industries to the top slot in terms of market capitalization is largely due to Dhirubhai's ability to manipulate the levers of a controlled economy to his advantage.000 employees on the rolls of Group Companies. The Group exports products in excess of USD 15 billion to more than 100 countries in the world. Reliance Industries was the only Indian firm featured in the Forbes’s list of "world's 100 most respected companies" Subsidiaries of Reliance Industries Limited • Reliance Petroleum • Ranger Farms Limited 10 . Though the company's oil-related operation forms the core of its business.9 billion and profit of US$ 4. Reliance Industries Limited is India’s largest private sector conglomerate (and second largest overall) with an annual turnover of US$ 35. There are more than 25.Reliance enjoys global leadership in its businesses. After severe differences between the founder's two sons. Mukesh Ambani and Anil Ambani.

Once the needs of his family and local community were met. he would occasionally find himself with a surplus of goods. Thus markets were formed. he would attempt to trade his goods for different goods produced elsewhere. These early efforts to swap goods developed into more formal gatherings. When a producer who had a surplus could not find another producer with suitable products to swap. he may 11 .• Retail Concepts and Services (India) Private Limited • Reliance Retail • Reliance Global Management Services (P) Limited • Reliance Biopharmaceuticals • Reliance Ghatraj Services • Reliance Engineering Associates (P) Limited Retail Early Trade When man started to cultivate and harvest the land.

this removed the mobility that a peddler or traveling merchant may still have enjoyed. regular markets appeared. it made sense to obtain extra stock and open up another shop. Early Markets Over time. even more definite limiting factor was the distance the furthest shop would have 12 . Merchants would also have begun to appear. shops.e. From Family Business to formal structure although retail chains would have been mostly run by families. as markets became more permanent fixtures they evolved into shops. as some chains grew. They would travel from village to village. Another. much like small shops are today. For some shopkeepers. Origins of Retail Chains It is likely that. markets would become permanent fixtures i. These shops along with the logistics required to get the goods to them thus it leads to the start of the Retail Trade. producers would have seen value in deliberately over-producing in order to profit from selling these goods. It is thought that this process was started in China over 2200 years ago with a chain of shops owned by a trader called Lo Kass. both producers and merchants would regularly take their goods to one selling place in the centre of the community.have allowed others to owe him goods. most probably operated by another family member. create new business and the greater volume would allow the shopkeeper to strike a better deal with suppliers. The First Shops Eventually. so it is most likely that retailer chains existed then. This was a limiting factor as there would have been a limit to the amount of trusted non family members available to help run the chain. Thus early credit terms would have been developed. Thus the Retail Chain would have started. they would have needed to employ people from outside of their family. in many respects. Over time. This would recover business from peddlers. Although advantageous in many respects. Thus. purchasing these goods and selling them for a profit. Excavations reveal that shops in ancient Rome were.

or Superstore 13 .S. How retail developed Peddlers and Producers The Retail Trade is rooted in two groups. the more time and effort would have been needed to effectively manage outpost shops and to service them with goods.been from the original shop.). the peddlers and producers. Many of these businesses became more structured and formalized. Customers have found this to be more convenient than having to visit many shops – thus the term “Convenience Store” has also been applied to these shops. The greater the distance. and others providing a broad mix. the general store has increasingly taken on specialist products. General Store This division continues to this day with some shops specializing in specific areas. reflecting their origins as outlets for producers (such as Pacific Concord of Hong Kong). Although specialist shops are still with us. known as General Store (such as Casey’s in the Midwest of the U. leading to the retail chains that we see today. so has their size. a natural barrier to expansion. over time. When this happened towards the end of the 19th century. That was the case until transport and communications became faster and more reliable. Peddlers tended to be opportunistic in their choice of stock and customer. Producers were interested in selling goods that they had produced. chains became much bigger and more widespread. therefore. This combined with the advent of Self-Service has lead to the Supermarket. They would purchase any goods that they thought they could sell for a profit. As the popularity of general stores has grown. There was.A.

this new concept started a rapid growth of self-service stores in the United States. pack them in a bag or other container (often supplied by the customer).S. There was a personal one-to-one relationship between customer and shopkeeper. the first documented self-service store. This all changed in 1915 when Albert Gerrard opened the Groceteria in Los Angeles. founded by Clarence Saunders in Tennessee in the U. collecting their shopping in a basket that was supplied. The First Self-Service Store. Other countries were slow to take up the idea. Efficiency These entrepreneurs noticed that their staff had to spend a great deal of time taking grocery orders from customers.Self-Service Stores Background Up until the introduction of self-service stores. Although personal service stores remain to this day. 14 . but there has been a steady rise in the global amount of self-service stores ever since. This was soon followed a year later by the Piggly Wiggly® self-service store. customers would simply ask the shopkeeper for their goods. The shopkeeper would only need to tot up the final bill at the end of the process and transfer the goods from the basket to the customer and receive payment. The groceries were stacked on shelves allowing customers to walk around and browse. Growth This new type of shopping was more efficient and many customers preferred it. tot up the bill and receive payment. The shopkeeper would price them (weighing them if necessary).

Aditya Birla Group is pumping huge money in retail sector. Metro. OVERVIEW OF INDIAN RETAIL SECTOR The Indian retail industry is pegged at $ 300 billion and growing at over 13% per year. organized retailing contributes between 20% to 55% in various developing markets.With a 27% share of world GDP. Of this. presently. • Dairy Farm. This is expected to grow to 10% by 2011. 15 . Trent and RPG retail has growing rapidly while Reliance. Reliance is aggressively working on introducing a pan-India network of retail outlets in multiple formats. organized retailing is about 5%. Size of Indian Retail India is one of the 10th largest retail markets in the world. • However organized retail has been growing at over 40% p.a. Reliance Retail Limited Reliance is gearing up to revolutionize the retailing industry in India. in last two years. Of this. retail is a significant contributor to overall economic activity across the world. Towards this end. • Organized retail constitutes about 5 % of total retail sales. • Structure of Indian Retail • Indian retail sector is highly fragmented mostly owner runned mom and pop outlets. • Retail chain such as Pantaloons. Shoprite and Mark & Spencer are some international retailers which are present in India.

Ensuring better returns to Indian farmers and manufacturers and greater value for the Indian consumer. a subsidiary of RIL. organized retailing contributes between 20% to 55% in various developing markets. Through multiple formats and a wide range of categories. With a vision to generate inclusive growth and prosperity for farmers. RRL has also launched its first few specialty stores for apparel (Reliance Trends). music and other lifestyle products (Reliance Timeout). With a 27% share of world GDP. Since then RRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08. RRL launched its first ‘Reliance Digital’ store in April 2007 and its first and India’s largest hypermarket ‘Reliance Mart’ in Ahmadabad in August 2007. This is expected to grow to 10% by 2011. unprecedented even by world standards. jewellery (Reliance Jewels). will be an integral feature of this project. both in quality and quantity. RRL is offering a unique set of products and services at a value price point that has not been available so far to 16 . retail is a significant contributor to overall economic activity across the world. state of art technology. is what this initiative is all about. Reliance Retail Limited (RRL). books. was set up to lead Reliance Group’s foray into organized retail. This year. vendor partners. we will actively Endeavour to contribute to India's growth. The Indian retail industry is pegged at $ 300 billion and growing at over 13% per year. footwear (Reliance Footprints). small shopkeepers and consumers. unmatched customer experience. Of this. The retail initiative of Reliance will be without a parallel in size and spread and make India proud. By creating value at all levels. RRL has embarked upon an implementation plan to build state-of-the-art retail infrastructure in India. organized retailing is about 5%. which includes a multi-format store strategy of opening neighbourhood convenience stores. a host of unique value-added services and above all. and specialty and wholesale stores across India. The project will boast of a seamless supply chain infrastructure. presently. auto accessories and service format (Reliance AutoZone) and also an initiative in the health and wellness business through ‘Reliance Wellness’. Reliance is aiming to touch almost every Indian customer and supplier. RRL launched its first store in November 2006 through its convenience store format ‘Reliance Fresh’. hypermarkets.A world class shopping environment. a seamless supply chain infrastructure. Of this. In each of these store formats.

RRL provides its customers with high quality produce that has better shelf life and more consistent quality than was available earlier. The Company is fully geared to meet the requirements of its rapidly growing store network in an efficient manner. RRL also expanded its supply chain infrastructure. RRL also focused on building strong relationships in the agribusiness value chain and has commenced marketing fruits. Through the year. RRL established key joint ventures with international partners in apparel. optical and office products businesses. During the year. RRL has made significant progress in establishing state-of-the-art staples processing centres and expects to make them operational by May 2008. Further. in FY 2007-08. RRL will continue to seek synergistic opportunities with other international players as well. Recognizing that strategic alliances are going to be a key driver to its retail business. Popular Profiles at Reliance Retail Management team 17 . vegetables and staples that the company sources directly to wholesalers and institutional customers. This year.the Indian consumer. Overall. RRL will continue its focus on rapid expansion of the existing and other new formats across India. RRL is well positioned to rapidly expand its existing network of 590 stores which operate in 57 cities.

Mukesh Ambani Designation Chairman&Managing Director Nikhil R Meshwani Hital R Meshwani Madhumita Mohanti Akashay Lokhande Executive Director Executive Director Deputy General Manager Area Manager-Operation &Sales and NSO Vice-President-Business Head.Name Mr. Mangement Formats of Reliance RETAIL 18 . Merchandise Head State Head Category Devandra Chawla Zubin Nowrojee.

• Reliance Fresh(Super Market • Reliance Footprint • Reliance Mart • Reliance Timeout • Reliance Digital • Reliance Istore • Reliance Trends • Reliance Jewels • Reliance Wellness • Reliance AutoZone • Reliance Super(MiniHypermarket) • Reliance Living Home ware RELIANCE MART 19 .

com Reliance Mart is the retail chain division of Reliance Industries of India which is headed by Mukesh Ambani. The Hyper marts will sell fresh fruits and vegetables.apparel.• Reliance mart hyper mart • • • • • • • Type-hypermarket Founded-30 October 2006 Headquarters-Mumbai. Reliance has entered into this segment by opening new retail stores at Hyderabad on 3 November 2006. the stores would provide direct employment to 5 lakh young Indians and indirect job opportunities to a million people.Footwears. Reliance has entered into this segment by opening new retail stores into almost every metropolitan and regional area of India. The Reliance Mart Hypermarket chain is RIL’s Rs 25. Reliance plans to invest Rs 25000 crores in the next 4 years in their retail division and plans to begin retail stores in 784 cities across the country.CDIT products.ril. 20 . Also Besides. India Key people-Mr Mukesh Ambani.000 crore venture and it plans to add more stores across different region by year 20102011. Locations of Reliance Mart Stores:• Hyderabad. The company also has plans to train students and housewives in customer care and quality services for part-time jobs. groceries. CEO Industry-Retail Punch line. staples.lifestyle products and also will sport a separate enclosure and supplychain for non-vegetarian products. according to the company.Growth Through Value Creation Website-www. fresh juice bars dairy products.

• Jodhpur • Tiruchirappalli. • Gurgaon. • Pune. • Ahmedabad. • Mumbai. • Faridabad. • Bangalore. 21 . Products of Reliance mart • cameras.• Tirupati. • Ranchi. • Jamnagar.

• footwear. • • food and grocery. • music. • jewelry. • air conditioners. • • computers. • fresh produce.• home & kitchen appliances. . • shoes. mobile phones and software. • refrigerators. • apparel accessories. • 22 blenders. • services of a cobbler and a photoprinting service. consumer durables and IT. and • groceries. • clothing. • dishwashers. • lifestyle products. • furniture furnishings & • books.

• washing machines. • vacuum cleaners. coffee makers. and • electric kettles. • • electric cookers. • fans and coolers. • juicers. • irons. • toasters and sandwich makers. and gas • microwaves • • mixers.000 products under one roof. Reliance Mart Faridabad 23 .• chimney stoves. grinders processors. • water filters It carries an assortment of approximately 100.

000 products can be seen in the store for the entire family. ft. eyewear. 00. home. 00. Ranchi. This is the first Reliance Mart to be launched in Faridabad in the NCR region. Delhi-Mathura Road. Gurgaon. health and wellness products. Products: 40. Delhi-Mathura Road (NH-2) Faridabad Founded: 10 Sep 2008 Area: 1. of shopping area. Pune. A range of more than 40. computers and entertainment. ft. daily needs. which is spread across 1.Reliance Mart Faridabad Sec-35. Raghu Pillai. President and CEO. gifts and toys. footwear. Mr. furnishing & décor. Crown Interiorz mall 21 KM Stone. furniture. Hyderabad and two hypermarkets in Gujarat at Ahmedabad and Jamnagar.000 sq.000 sq. Reliance Retail said "The launch of Reliance Mart at Faridabad will provide an 24 . This will provide the shoppers a never before experienced shopping delight. Bangalore. cosmetics and fragrances.000 products Reliance Retail has launched its hypermarket under the brand name Reliance Mart at Crown Interiorz Mall. Operations and Strategy. books & music. Shoppers can choose from a wide array of products in every category ranging from fresh produce. While speaking on the occasion. This has come up after the successful launch of hypermarkets in Tirupati. The Reliance Mart is first of its kind in North India.

guaranteed quality and choice of products and services. Reliance One already has a membership base of more than 4 million customers. The store will remain open from 10:00 a. The Reliance Mart marks another milestone in our effort to unleash the retail revolution in India. seven days a week.000 products of following categories • Staples • Processed Food 25 . membership.international shopping experience to all our customers at unmatched affordability.m. auto accessories. free home delivery. serviced by over 210 highly skilled and trained customer sales representatives. In addition to other products & services Reliance Mart also offers fashion jewellery." This store has dedicated 25000 sq ft shopping area to apparel and 10000 sq ft consumer durable and electronics lovers. ResQ.m. designed to deliver customized benefits to frequent shoppers. telecom services. Products of Reliance Mart faridabad It consists of more than 40. The customers can earn Reliance One Points on all shopping in the store which can be redeemed after accumulation under this scheme. Membership & Loyalty program. to 10:00 p. The store layout and ambience has been designed specifically to provide customers comfort and ease while shopping. Reliance Mart offers its customers Reliance One. the consumer durable service and consumer finance services. Reliance Mart has 17 check-out counters and 4 express checkout counters aimed at reducing the customer waiting time.

• Hard-line • Homecare • Baby care • Beverages & Confectionaries • Dairy • Non Food • Apparel • • • • Lifestyle Electronics Footwear Stationary • Home décor 26 .

Strengths: Keeping local brands at the outlets is more profitable and also makes the supply chain more efficient. is a strategic planning tool used to evaluate the Strengths. SWOT analysis on the Reliance Mart. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieving that objective. Reliance Mart can offer products at very low prices. External factors – The opportunities and threats presented by the external environment. Opportunities. and Threats involved in a project or in a business venture. SWOT analysis groups key pieces of information into two main categories: Internal factors – The strengths and weaknesses internal to the organization. Also taking into consideration the local brands. the products at the outlets would be easily acceptable by the customers.SWOT ANALYSIS SWOT Analysis. Being a bulk purchaser. Weaknesses. 27 . And there would be comparatively less efforts needed by the marketer to explain the product to the consumers. The aim of any SWOT analysis is to identify the key internal and external factors that are important to achieving the objective.

Reliance hypermarket CEO K. Reliance Industries Limited (RIL) said the company is planning to set up 500 hypermarkets across 784 towns by 2011. Opportunities In the NCR by next month with plans to open 30 hypermarkets marts. Threats: The hypermarket would be selling the products on EDLP (every day low price) basis at prices 15-20 percent lower than market prices. Raghu Pillai. It face a tough competition by big shopping malls. Big Bazaar. It is expected to generate direct employment for half-a-million people and indirect employment to two million. few regional brands strongly liked by the consumers offer lower margins than that offered by the national brands. Reliance Retail is building a robust and state-of-the-art supply chain infrastructure spanning the entire country. President and CEO (operations and strategy). It has to face a tough competition by big shopping malls ie. Because the competitors also provide the same offers and facilities to the customers. Spencer HyperEW xzc 28 . Face problem to make decision on providing offers and facilities to customers. three in Gujarat and two in Bangalore. besides setting up its own cold storage chain.Weakness: In some cases. Radhakrishnan said six malls under the RelianceMart brand would come up in the national capital region (NCR). five each in Punjab and Andhra Pradesh.

we consider this as a part of our corporate social responsibility. Ambani said. we are planning to train students from corporation schools and schools run by NGOs. They have a threat from the existing supermarkets which provides all the services to its customers.Each store will have an investment of Rs 50 lakh to Rs 60 lakh. Unlike global retailers who operate on thin margins. Asked whether the company will take students on an employment basis and pay them a stipend during the course period. it is very 29 ." Mukesh D. Reliance Retail is looking at a fairly high-margin business model. And. CORPORATE SOCIAL RESPONSIBILITY Today when most of the companies are busy in making profits by any means. and will reimburse that once they are inducted into service. he said that actually. there are few ones who are focused to return this society. 2) Farming in India is highly fragmented and subject to harsh climatic conditions: once harvested. it is planning to charge a "small fee" from those who want to join the course "as we want to bring in some discipline and regularity among the students". a part of what they have earned through this society. Following efforts of reliance retail are aimed at benefiting the society making reliance socially responsible: 1) Reliance Retail aims at recruiting people from the underprivileged community in society. "Hence. Reliance retail is one of them.

Major players in retail sector Shoppers Stop: 30 . 3) Reliance retail has adopted “farm to fork” theory which means it is procuring directly from the farmers thus offering them quite reasonable prices for their produce as now no intermediaries are involved.difficult to keep fruits and vegetables fresh. Farmers are provided technical help as well like information about quality of seeds and fertilizers. This initiative results in higher income and upgrading of skills for the farmers. Reliance has built a business model generating shared value that links the company supply chain more closely to poor farmers in Indian villages. To secure high quality. With this concept. and reduced spoilage of produce (up to 35 percent) and better quality products for Reliance retail stores. reducing transaction costs and training the farmers in better and sustainable farming practices. Reliance is providing a guaranteed market for the farmers’ produce. Reliance Retail is directly sourcing fresh agricultural produce from thousands of farmers from villages through Collection Centers. In return Reliance is giving farmers information about how can farmers improve their productivity. They have centers in villages who apart from providing information make farmers aware of market rates of different crops so that farmers can choose crops they want to sow to become profitable.

568. The company has also made an entry into the entertainment sector by acquiring 45% stake in Time zone Entertainment Pvt. it has now developed more than 20 stores.Shoppers’ Stop is the pioneer of pan-nation one-stop retail outlets. This store specializes in books. The company has a wholly owned subsidiary – Crossword – a specialty retail chain with over 32 stores spread across the country. Ltd. Pantaloon: 31 . Further. gift articles and stationery.479 sq ft of area during the year taking its total store area to 1. The company has added 1. The recent moves by the company will widen the offering and de-risk its dependence on the flagship Shoppers’ Stop stores. Crossword opened its first store and 2 ‘Stop & Go’ stores at the Mumbai domestic airport. Starting in 1991 with a single store in Mumbai.548 as on March 2007.170. it forayed into airport retailing through a joint venture with The Nuance Group AG of Switzerland. During the quarter.

are bright and clean stores. Chain of supermarkets. Starting out with dedicated apparel stores (Pantaloon). The stores have been designed by Fitch. On the apparels front it has Pantaloon (31 departmental stores). the company has stores across the cross-section of the society. Central Malls (4 seamless malls as well as its other concepts). These fall under ‘Value Retailing’. On the general merchandise front it has Big Bazaar (51hypermarkets). at convenient locations with layouts that allow ease of navigation. It is the largest retailer in the country operating 350 stores across segments in over 40 cities across the country and constituting 5 m square feet of retail space. The company’s business is broadly divided into 2 segments. Pantaloon Retail is among the pioneers in chain retailing. Food Bazaar (77 supermarkets) and Fashion Station (5 fashion stores) and other delivery formats. more The more. The product display is well organised and facilitates ease of choice. These stores can be classified under ‘Lifestyle Retailing’.Incorporated in 1987. Lifestyle and Value retailing. the leading international retail design firm. 32 .

has been crafted after in-depth research of the needs and expectations of the Indian consumers. (PIL) formerly Acme Clothing Pvt. with a turnover of US$ 2. more.The stores promise a range of benefits to consumers and are a solution to the many problems faced by housewives while shopping for their daily needs. Power. RPG Group: RPG Enterprises is one of India’s largest business conglomerates. assures consumers the security of knowing that they are paying the best price in the market for good quality products. is the answer to the shopping needs of the Indian housewife who wants a modern and convenient option in her neighbourhood. 33 . more. The retail offering from the Aditya Birla Group. Tyres and Life Sciences. RPG Enterprises has been one of the fastest growing groups in India with more than 20 companies operating successfully in 7 business sectors: Retail. In 2001. converted in to a public limited company in March 2005. Transmission. it established ‘Giant’ Hypermarket Provogue (India) Ltd. Entertainment. It deals with fabrics. with an attractive and consistent range of products. Since its inception in1979. IT & Communications.55 bn and assets worth US$ 1.. Ltd was incorporated in November 1997.8 billion.

dyestuffs, chemicals and textile machinery. PIL operates in two core industry segments. The first being designing, manufacturing and selling branded ready-made garments and other accessories under the brand 'Provogue'. The second business is export of finished fabrics, dyestuffs, chemicals and textile machinery to several markets in African continent.

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Consumer buying behaviour
Definition Consumer buying behavior is a process by which individuals search for, select, purchase, use and dispose of goods and services, in satisfaction of their needs and wants. Consumer behaviour is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.

The four type of consumer buying behavior are:

Routine Response/Programmed Behavior— o buying low involvement frequently purchased low cost items; o need very little search and decision effort; o Examples include soft drinks, snack foods, milk etc.

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Limited Decision Making— o buying product occasionally. o Requires a moderate amount of time for information gathering. o Examples include Clothes

Extensive Decision Making/Complex o high involvement, unfamiliar, expensive and/or infrequently bought products. o High degree of economic/performance/psychological risk. o Examples include cars, homes, computers, education.

Impulse buying, o no conscious planning.

Consumer decision making
Definition Process by which (1) consumers identify their needs, (2) collect information, (3) evaluate alternatives, and (4) make the purchase decision. These actions are determined by psychological and economical factors, and are influenced by environmental factors such as cultural, group, and social values.

Stages of the Consumer Buying Process
1. Problem Recognition(awareness of need)--difference

between the desired state and the actual condition. Deficit in assortment of products. Hunger--Food. Hunger
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Purchase decision--Choose buying alternative. Information search-o o Internal search.. Post-Purchase Evaluation--outcome: Satisfaction or Dissatisfaction. features the buyer wants or does not want. Evaluation of Alternatives--need to establish criteria for evaluation. 2. 3. 4. product availability. 6. have you made the right decision. Marketer dominated sources. Understanding The Buying Behaviour Of Reliance Mart Consumers 37 . External search if you need more information. store.stimulates your need to eat. after sales communication etc. Rank/weight alternatives or resume search. This can be reduced by warranties. Information from different sources may be treated differently. public sources etc. method of purchase etc. comparison shopping. Cognitive Dissonance. Purchase--May differ from decision. 5. memory. Friends and relatives (word of mouth). package.. includes product. time lapse between 4 & 5.

Model of Buying Behaviour Marketi ng Stimuli Other Stimuli Buyer’s Character istics Buyer’s Decision Process Buyer’s Decision 38 . spouse. etc. advertisement (ad).). activities. opinions and consumer research. and (3) aspirations and inhibitions Buying Behaviour appears in the definitions of the following terms: marketing research. economic environment. Buying Behaviour appears in these other term: consumer buying behaviour. (2) social and cultural environment and norms. worker. interests.Definition Purchase decision making pattern that is a complex amalgam of needs and desires. and is influenced by factors such as the consumer's (1) societal role (parent.

Product Price Place Promotio n Economic Technologi cal Political Cultural Cultural Social Personal Psychologi cal Problem recognition Information Search Evaluation Decision Post purchase Behaviour Product choice Brand choice Dealer choice Purchase timing Purchase amount When I have analysed the model of buying Behaviour finding that people of Faridabad are influenced by the marketing stimuli (4 P’s) people are focused on price rather than product. Factors of consumer buying behavior Cultural culture Subculture Social Personal Reference Groups Family Cycle Stage Economic Circumstance s 39 Psychologica l Motivation Perception Learning . other factor which influenced people is the technological advancement. place and promotion.

The process may be viewed as starting when the consumer engages in problem recognition.Life Style Roles and Statuses Social Class Personality and Self Concept Beliefs and Attitudes BUYER Reference groups can have potent influence on behaviour in general. This information in the form of beliefs and attitude influence the consumer’s preference towards brand. and they may also be very influential on consumer behaviour. If an internal search does not provide sufficient information 40 . the next state is internal search for a quick and largely unconscious review of memory for stored information and of an experience regarding the problem. Where reference groups’ influence is operative. The action occurs only when the consumer perceives a sufficiently large discrepancy between the actual and ideal states. Family and friends in specific are considered before making a decision about purchasing a product. Problem recognition occurs when the consumer is activated by awareness of a sufficient difference between his / her concept of ideal situation. considering the ‘Consumer Goods Segment’. But their purchase decision depends completely on self-opinion. the advertiser should stress not only the people who buy the product but also those who influenced the purchasing decision. Given that the consumer is aroused to action.

Any information stimuli are then subjected to information processing activities. 41 . Other outcome is dissatisfaction and post sale doubt. Satisfaction will affect the consumer’s belief about the brand. When such a comparison leads to favourable evaluations. This process involves allocating attention to available stimuli. the consumer continues with a more involved external search for information. Beyond this they are an enigma. A purchase process follows strong purchasing intentions. The alternating evaluation phase involves comparing the information gained in the search process for alternative product and brands to the product judging criteria on standards the consumer has developed. or how to evaluate them. the consumer is likely to develop a purchase intention towards that alternative that received the most favourable evaluation. including the type of retail outlet as well the specific brand on service to use.about Products. The consumer’s purchase then leads to various outcomes. Many ad agencies conducted an in-depth study of consumer buying behaviour and found that they all crave for peer acceptance and parental non-influence. One such outcome is satisfaction as a result of direct experience in using the brands. deriving meaning from these stimuli. This involves a series of selection.

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Research Problem To make a comprehensive study of Reliance Mart and know the Buying behaviour of Reliance Mart customers. • To know about the customer awareness towards promotional activity of Reliance Mart.Research Objectives Primary Objective • To study consumers buying behaviour at Reliance Mart of Faridabad. Secondary objectives • To know about the consumer awareness towards services provided by Reliance Mart of Faridabad. • To suggest changes that can be brought in Reliance mart as per the customer’s point of view. 43 . Importance of data collection Reliance Mart basically means business and in business collection of raw data allows the managers to see the real scenario and then take a decision as per the data obtained.

hand” and have not had any previous meaningful interpretation. This research is based on fact finding enquires and the variables are totally independent . I have collected such primary data through face to face interview method through questionnaire. Research design Descriptive research design was taken in the research project. SECONDARY DATA 44 .Type of research Descriptive type research has used to complete this project. Data Sources PRIMARY DATA Primary data generally means those raw data or data structures that are collected “first. Data Collection : Data has been collected through both primary and secondary approach. For my Project Report.

Secondary data were collected through:  Companies’ website  Reports and publications of the company  Through internet  Newspapers. Sample size 100 customers of Reliance Mart were taken as sample size for the research 45 . income culture. age. I have given equal weightages to my all respondent and chose them randomly without any biased like gender. Sampling Design Probability sampling design technique was used in the research.Secondary data are those data which has been already collected by someone and may be already used the data by someone. books and magazines.

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Data Analysis The tools and methods of data collection identified earlier were employed to gather data on the consumer perception on Reliance Mart. The data is then scrutinized and relevant interpretations are drawn. Customer responses regarding services. 5. The data thus gathered and tabulated is analyzed. Examine effects of other relevant factors 4. especially from the interviews and questionnaires circulated. 6. The major objectives of analysis of data are: 1. 47 . The data accrued. are tabulated and depicted on graphs. To evaluate and enhance data quality 2. Level of satisfaction. Causes of dis-satisfaction.

Interpretation Pie charts and Bar diagrams are used to interpret the data. How frequently you visit Reliance Mart? Daily ( ) weekly ( ) fortnightly ( ) once in month ( ) Table of Customers visit Respondent 09 48 20 23 Details Daily weekly Fortnightly Once in a month Percentage 9% 48% 20% 23% 48 . 1.

48 are like to visit weekly. InterpretationIn total respondent I analyzed that most of the customer are likely to visit on weekly. 20 are likely to visit fortnightly and 23 likely to visit once in a month . (2).Chart 1 50 45 40 35 30 25 20 15 10 5 0 48 20 9 23 Daily weekly Fortnightly Once in a month ANALYSIS— Data collected for project from 100 responded in which 9 are like to visit daily. In my observation I found that more scheme should be provided on weekend. What do you mostly shop for at reliance mart store? Cloths ( ) Grocery ( ) cosmetic product ( ) all products ( ) Items of mostly shop Details Respondent Cloths 24 Grocery 23 06 Cosmetic product All product 47 Percentage 24% 23% 6% 47% 49 .

which offer do you prefer while shopping reliance mart? Daily ( ) week ( ) fortnightly ( ) once in month ( ) Details Daily weekly 50 at Preference of offer Respondent 06 53 Percentage 6% 53% .Chart 2 Cloths 24% All product 47% Cosmetic product 6% Grocery 23% ANALYSIS— Data collected for project from 100 responded in which 47 customer are like to purchase all product. Company should try to retain the customer. 23 are likely to purchase grocery. 24 are like to purchase cloths. InterpretationIn total respondent we analyses that most of the customer are like to purchase variety of product in the store. 6 likely to purchase cosmetic product . And should increase the variety of cosmetic product & grocery. 3.

Fortnightly Once in a month 21 22 21% 22% Chart 3 60 50 40 30 20 10 0 6 Daily weekly Fortnightly Once in a month 21 22 53 ANALYSIS— Data collected for project from 100 responded in which 6 are like to purchase daily. 4 . InterpretationIn total respondent I analyses that most of the customer are likely to purchase on weekend. 21 are likely to purchase fortnightly and 22 likely to purchase once in a month . Why do your prefer to shop at Reliance Mart? Quality ( ) Brand ( ) Price ( ) One stop shop ( ) Preference of Reliance Mart 51 . 53 are like to purchase weekly. In my observation I found that more scheme should be provided on weekend.

Here I observed that people want to purchase original product and want better service.Details Quality brand Price One stop shop Respondent 24 32 14 30 Percentage 24% 32% 14% 30% Rank 3 1 4 2 Chart 4 35 30 25 20 15 10 5 0 Q uality brand Price O stop shop ne 14 24 32 30 ANALYSIS— Data collected for project from 100 responded in which 32 customer are believe in reliance brand and 30 are like to purchase in one stop shop and 24 are like to purchase quality product. only 14 respondent consider price . (5) Are the Price of Reliance mart is lower than the other competitor? Move this question Yes ( ) No ( ) Equal ( ) no idea ( ) Price at reliance mart 52 .. Interpretation In total respondent I analyses that most of the customer are believe in reliance brand like to purchase qualitative product in stop shop.

InterpretationAccording to respondent customers are not fully satisfied . Do advertisement and promotion influence your shopping decision? Yes ( ) No ( ) Influence in shopping decision 53 . 31 say some time and 14 customer are say never . Company should try to give the best quality product in minimum price to the customer.Details Yes No Equal No Idea Respondent 35 20 31 14 Chart 5 Percentage 35% 20% 31% 14% No Idea 14% Yes 35% Equal 31% No 20% ANALYSIS— Data collected for project from 100 responded in which 35 customer say and 20 say no. (6).

Interpretation In my observation I found promotion scheme is must to sustain customer attract customer & influence the purchasing. Are you aware of different promotional schemes provided by reliance mart? Yes ( ) No ( ) Somewhat ( ) Awareness of promotional scheme 54 . 7.Details Yes No Respondent 92 08 Percentage 92% 08% Chart 6 92 100 80 60 40 20 0 8 Yes No ANALYSIS— Data collected for project from 100 responded in which 92 customer are like promotion scheme and 8 are those people say promotion scheme doesn’t effect on purchasing.

Details Yes No Somewhat Respondent 65 19 16 Percentage 65% 19% 16% Chart 7 Somewhat 16% No 19% Yes 65% ANALYSIS— Data collected for project from 100 responded in which 65 customers are aware promotion scheme and 19 customers are not aware of promotion scheme and 16 customers are somewhat aware . Are Promotion scheme taken by reliance mart easy to understand? Yes ( ) NO ( ) some time ( ) 55 . In my observation I found that attractive promotion scheme will increase more sale . 8. Interpretation In total respondent I analysed that most of the customer are aware of promotion scheme.

promotion scheme should be in both in English & Hindi 9.Understanding of promotional scheme Details Respondent Yes 51 No 21 Sometime 28 Percentage 51% 21% 28% Chart 8 60 50 40 30 20 10 0 Yes 21 No 28 51 Sometime ANALYSIS— Data collected for project from 100 responded in which 51 customer say yes and 21 are those which say no and 28 say some time . InterpretationCompany should try making promotion scheme easy understandable. How likely are you to recommend Reliance Mart to a friend or relative? 56 .

44 say fair which are and 2 customer are those say poor . Interpretation In my observation I found that only 47% customer are fully satisfied from the store.Excellent ( ) Good ( ) Fair ( ) Poor ( ) Details Recommended reliance mart Respondent 07 47 44 02 Percentage 7% 47% 44% 2% Excellent Good Fair Poor Chart 9 Poor 2% Fair 44% Excellent 7% Good 47% ANALYSIS— Data collected for project from 100 responded in which 7 customer say excellent and 47 say good. Company should try satisfy the customer by providing better service and rectify their problem immediately. 57 .

Company can try to retain customers and increase customers as they get information from friends. 58 . Interpretation According responded result most of most of customers come to know about product from TV. 10 customers say Radio and 12 customers say Telephone . How do you come to know about various products available at Reliance Mart? Friend ( ) TV ( ) Radio ( ) Telephone ( ) Percentage 28% 50% 10% 12% Information about products Details Respondent Friend 28 TV 50 Radio 10 Telephone 12 Chart 10 50 50 45 40 35 30 25 20 15 10 5 0 28 10 12 Friend TV Radio Telephone ANALYSIS— Data collected for project from 100 responded in which 28 customer say friend and 50 customers say TV.10.

35 customer are believe in reliance Variety . Interpretation In total respondent I analyses that most of the customer are believe in variety of products. Here I 59 . Are you satisfied with the services provided by Reliance Mart.11. 17 customer are believe in reliance Product Quality . Price ( ) Product Quality ( ) Promotion offers ( ) Variety ( ) Selling Techniques ( ) Satisfaction with services Details Respondent Percentage Price 20 20% Product Quality 17 17% Selling Techniques 07 7% Promotion offer 21 21% Variety 35 35% C a 11 h rt 3 5 3 0 2 5 2 0 1 5 1 0 5 0 P rice P d ct ro u Qa u lity S llin e g T ch iq e e n us P m tio ro o n o r ffe V rie a ty 7 2 0 1 7 2 1 3 5 Rank 3 4 5 2 1 ANALYSIS— Data collected for project from 100 responded in which 20 customer are believe in reliance price. 7 customer are believe in reliance Selling Techniques . 21 customer are believe in reliance Promotion offer .

60 . Kindly suggest improvement that can be done according to you to make operations of Retail mart more effective and impactful. 12. Cashier Speed ( ) Staff Knowledge ( ) Management ( ) Waiting Time Suggestion for operation management Detail Cashier Speed Staff Knowledge Waiting Time Management Respondent 45 30 25 Percentage 45% 30% 25% Chart 12 Waiting Time Management 25% Cashier Speed 45% Staff Knowledge 30% ANALYSIS— Data collected for project from 100 responded in which 45 customer say cashier speed and 30 say staff skill. 25 say waiting time management .observed that company can come with more variety in the market.

InterpretationAccording respondent customers are not fully satisfied. 61 . company should recruit new skilled cashier for better performance.

Most of customers come to reliance mart are aware about promotional scheme. 3.Promotion scheme not so easy to understand for customer.Most of customer is not fully satisfied with store. Weekly offers are popular among customer.Majority of customers here visit weekly. 10. 6. 62 .Customers of reliance mart prefer brand of products. Shortages of skilled workers.Majority customers like to purchase all goods from Reliance Mart.Finding 1. 8. 11.Advertisement is the biggest way to attracting the customer. 7. 5. 9.Majority of customers come to know about products of reliance mart through TV. 4.Customers like one stops shopping. Price is almost equal to other competitors 12. 2.

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beauty products. • With the changing lifestyle. health. durable goods so it become quite easier for the customer to buy from one shop and hence is a convinient way of shopping when compared to unorganized retailing. • Reliance Mart store are able to provide almost all categories of items related to food. clothing & footwear.Conclusion • The report reveals that there is huge scope for the growth of organized retailing and improvement of Reliance Mart. modernization and westernization there exists a huge scope for the growth of Reliance Mart store and is therefore a threat to unorganized retailing. 64 .

since the market has a lot of potential both in terms of untapped market . 65 .• Aggressive Marketing is the key to increasing the market share in this area.

 Some of the consumers are unable to understand the questionnaire. because of so many reasons.  Some consumers are not interested in filling questionnaire.  Language is one of the worst problem.  It is totally based on personal efforts of individuals.Limitations The project has some limitations because it is totally based on efforts of individuals. some of the consumers are unable to understand English. 66 . Peoples may be careless and may not give correct answer to the questions.

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Suggestion 68 .

4.Employed more skillful employee 69 .Skilled employees should be higher to do work effectively 3.1.Company should come with more variety of products into market. 2.Company should try to minimize the price 8.Advertisement should be both in English and hindi . 6.Promotion scheme should in such way that customer can understand easily. 7.More promotion scheme should be used to penetrate the market. 5.Service of store should be providing in such way which full the need of the customer.

Appendix Questionnaire 1. How frequently you visit Reliance Mart? Daily ( ) weekly ( ) fortnightly ( ) once in month ( ) 70 .

Why do your prefer to shop at Reliance Mart? Quality ( ) Brand ( ) Price ( ) One stop shop ( ) 6. Are the Price of Reliance mart lower than the other competitor? Yes ( ) No ( ) Equal ( ) no idea ( ) 5. which offer do you prefer while shopping at reliance mart? Daily ( ) week ( ) fortnightly ( ) once in month ( ) 4. What do you mostly shop for at reliance mart store? Cloths ( ) Grocery ( ) cosmetic product ( ) all products ( ) 3. Do advertisement and promotion influence your shopping decision? Yes ( ) No ( ) 7. Are you aware of different promotional schemes provided by reliance mart? Yes ( ) No ( ) Somewhat ( ) 8.2. Are Promotion scheme Taken by Reliance mart easy to understand? Yes ( ) NO ( ) some time ( ) 9. How likely are you to recommend Reliance Mart to a friend or relative? Excellent ( ) Good ( ) Fair ( ) Poor ( ) 71 .

Cashier Speed ( ) Staff Knowledge ( ) Management ( ) Waiting Time 72 .10. How do you come to know about various products available at Reliance Mart? Friend ( ) TV ( ) Radio ( ) Telephone ( ) 11. Kindly suggest improvement that can be done according to you to make operation management more effective and impactful. Are you satisfied with the services provided by Reliance Mart? Price ( ) Product Quality ( ) Promotion offers ( ) Variety ( ) Selling Techniques ( ) 12.

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com 74 .wickipedia.google.com • www.BIBLIOGRAPHY The followings have proved to be valuable and helpful to me while preparing the report Research Methodology – C.R Kothari Principles of Marketing – Philip Kotler Internet websites • www.com • www.ril.

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