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1.1 INTRODUCTION TO THE RETAIL INDUSTRY.
• Retailing is the combination of activities in selling or renting consumer goods and services directly ton ultimate consumers for their personal or household use. In addition to selling, retailing includes such diverse activities as, buying, advertising, data processing and maintaining inventory. • While sales people regularly call on institutional customers, to initiate and conclude transactions, most end users or final customers, patronize stores. This makes store location, product assortment, timings, store fixtures, sales personnel, delivery and other factors, very critical in drawing customers to the store. • Final customers make many unplanned purchases. In contrast those who buy for resale or use in manufacturing are more systematic in their purchasing. Therefore, retailers need to place impulse items in high traffic locations, organize, store layout, trains sales people in suggestion and place related items next to each other, to stimulate purchase.
WHAT DOES THE RETAILING INDUSTRY INCLUDE?
• • • • • • • • Department Stores Clothing Stores Specialty retailers Convenience Stores Grocery Stores Drug Stores Home furnishing retailers Auto Retailers Direct Sales Catalogue and mail order companies
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THE IMPORTANCE OF RETAILING
Organized retailing in India was estimated at Rs.18,000 crores in 2001-2003 and has grown at about 40% over the last 3 years (Source KSA Retail Outlook) Retailing has a tremendous impact on the economy. It involves high annual sales and employment. As a major source of employment retailing offers a wide range of cares opportunities including store management, merchandising and owning a retail business.
Consumers benefit from retailing in that. Retailers perform marketing functions that makes it possible for customers to have access to a broad variety of products and services. Retaining also helps to create place, time and possession utilities. A retailer’s service also helps to enhance a products image.
Retailers participate in the sorting process by collecting an assortment of goods and services from a wised variety of suppliers and offering them for sale. The width and depth of assortment depend upon the individual retailer’s strategy
They provide information to consumers through advertising, displays and signs and sales personnel. Marketing research support is given to other channels, members They store merchandise, mark prices on it, place items on the selling floor and otherwise handle products; usually they pay suppliers for items before selling them to final customers. They complete transactions by using appropriate locations, and tunings, credit policies, and other services e.g., delivery
Retailing in a way, is the final stage in marketing channels for consumer products. Retailers provide the vital link between producers and ultimate consumers.
RETAIL STRATEGY AND STRUCTURE
Successful retail operations depend largely on two main dimensions margin and turnover. How far a retail enterprise can reach in margin and turnover depends
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essentially on the type of business (product lines) and the style and scale of the operations. In addition the turnover also depends upon the professional competence of the enterprise In a given business two retail companies may choose two different margin levels, and yet both may be successful, provided the strategy and style of management are appropriate.
MARGIN LOW TURNOVER
Ronald R Gist “Suggested a conceptual frame work, using margin and turnover, for understanding the retail structure and evolving a retail strategy.” • Margin is defined as the percentage mark tip at which the inventory in the store is sold and turnover is the number of times the average inventory is sold in a year. This is a diagrammatic representation of the frame work and can be applied to almost any type of retail business. • Depending upon the, combination of the two parameters, a retail business will fall into one of the four quadrants. For instance L-L signifies a position which is low on both margin and turnover, whereas, H-L indicates high margin and low turnover.
LOW MARGIN HIGH TURNOVER STORES
• Such an operation assumes that low price is the most significant determinant of customer patronage. The stores in this category price their products below the market level marketing communication focuses mainly on price. They provide very few services, if any, and they normally entail an extra charge whenever they do. The merchandise in these stores are generally pre-sold or self sold. Thus means that the customers buy the product rather than the store selling them.
These stores are typically located in isolated locations and usually stock a wide range of fast moving goods in several merchandise lines. The inventory consists of well known brands for which a consumer pull is created by the manufacturers through national advertising. Local promotion focuses on low price Wal-mart in the United
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HIGH MARGIN HIGH TURNOVER STORES These stores generally stock a narrow line of products with turnover of reasonably high frequency. The focus in marketing communication is on product quality and uniqueness. but not necessarily higher than those in similar outlets. High overhead costs and. categories of products. service and sales approach are the most important factors for attracting customers Stores in this category price their products higher than those in the market. which is probably a result of poor management. low volumes also necessitate a higher price. LOW MARGIN-LOW TURNOVER STORES Retail enterprises in this category are pushed to maintain low margins because of price wars. Their location advantage allows them to charge a higher price.RELIANCE FRESH LIMITED States is an example and Pantaloon Chain or Subhiksha are Indian examples of such stores HIGH MARGIN LOW TURNOVER This operation is based on the premise that distinctive merchandise. normally get wiped out over a period of time. They could be situated in a non. Sales depend largely on salesmanship and image of the outlet. • Merchandise is primarily sold in store and not pre-sold. These stores provide a large number of services and sell select.commercial area but not too far from a major thoroughfare. They do not stock national brands which are nationally advertised. a store in this category is located in a down town area or a major shopping centre. Typically. Compounding this problem is the low volume of sales. unsuitable location etc. such businesses. GARDEN CITY COLLEGE Page 4 .
• Most independent retailers fail because of the case of entry. LPG Gas Agencies and neighbourhood stores. standardization GARDEN CITY COLLEGE Page 5 . and (c) Non store operation. (b) Store strategy mix. furniture stores. poor management skills and inadequate resources. a convenient location and close customer contact. This obviously results in a high degree of competition. drycleaners.RELIANCE FRESH LIMITED RETAILING FORMATS (CLASSIFYING RETAIL FIRMS) Regardless of the particular type of retailer (such as a supermarket or a department store) retailers can be categorized by (a) Ownership. the purchasing and decision making are centralized Chains often rely on. INDEPENDENT RETAILER • Generally operates one outlet and offers personalized service. This is due to the fact that into retailing is easy and it requires low investment and little technical knowledge. In such units. FORMS OF OWNERSHIP • A retail business like any other type of business can be owned by a sole proprietor. bookshops. specialization. partners or a corporation. A majority of retail business in India are sole proprietorships and partnerships. RETAIL CHAIN • It involves common ownership of multiple units. Roughly 98% of all the retail businesses in India are managed and run by independent including barber shops.
advertising planning and other functions. or they can cut prices and attract greater sales volume. They can maintain their prices. which allows the latter to conduct a certain form of business under an established name and according to a specific set of rules. McDonalds. The franchise agreement gives the franchiser much discretion in controlling the operations of small retailers. thus increasing their margins. Pizza Hut and Nirulas. Classic examples of franchising are. independent retailers with lesser financial means. storage. mainly because they have the opportunity to take advantage of “economies of scale” in buying and selling goods. STORE STRATEGY MIX GARDEN CITY COLLEGE Page 6 . but agree on broad common policies Maul is a typical example of a cooperative in India. Examples of retail chains in India are Shoppers stop.known company name Chain stores have been successful. They share purchases. Unlike smaller. the franchiser offers assistance and very often suppliers as well. they can also take advantage of such tools as computers and information technology. wholesaler. shopping facilities. In exchange for fees. COOPERATIVES A retail cooperative is a group of independent retailers that have combined their financial resources and their expertise in order to effectively control their wholesaling needs. royalties and a share of the profits. Consequently chains are able to serve a large dispersed target market and maintain a well. RETAIL FRANCHISING s • • Is a contractual arrangement between a “franchiser” (which may be a manufacturer. West side and IOC.RELIANCE FRESH LIMITED and elaborate control-system. convenience stores at select petrol filling stations. or a service sponsor) and a “franchisee” or Franchisees. The individual retailers retain their independence.
which is an integrated combination of time. pickles. (PRIL) thorough their hypermarkets “Big Bazaar”. film developing. • (D) Specialty Store: Concentrates on the sale of a single line of products or services. HOUSEHOLD LINENS. such as Audio equipment. chocolates and candy etc. milk. offers products at prices which are 25% . • . audio/video CD’s etc. eggs. Pizza Hut and Nirula’s for food services. jams. which is an integrated combination of hours. Tanishq for jeweller and McDonalds. Others in this category are Shoppers Stop and Westside. Pantaloons Retail India Ltd. assortment. HOME FURNISHINGS AND APPLIANCES. advertising and prices etc. advertising and prices etc. some apparel items. Ebony and Pyramid. • (E) Hyper Markets: Is a special kind of combination store which integrates an economy super market with a discount department store. assortment. location. service. food oriented store with long operating house and a limited number of items. bakery.RELIANCE FRESH LIMITED Retailers can be classified by retail store strategy mix. books. The various categories are • (A) Convenience Store is generally a well situated. • Non Store Retailing: Page 7 GARDEN CITY COLLEGE . The various categories are Retailers can be classified by retail store strategy mix. etc. Large format apparel department stores include Pantaloons. Jeweller. A hyper market generally has an ambience which attracts the family as a whole. service.30% lower than the market price. location. A supermarket typically carries small house hold appliances.(C)Departmental Stores: A departmental STORE USUALLY SELLS A GENERAL LINE OF APPAREL FOR THE FAMILY. Music World for audio needs. for fill in items such as bread. • (B) Super markets are a diversified store which sells a broad range of food and non -food items. Beauty and Health Care. Consumers use a convenience store. Successful specialty stores in India include. Consumers are not confronted with racks of unrelated merchandise.
the increasing numbers of women workers. It is also sometimes referred to as “Direct response advertising”.RELIANCE FRESH LIMITED In non. He /She has the prospect’s attention and there are fewer distractions as compared to a store setting. smaller sales staff and absence of shop lifting. The availability of credit cards and toll free numbers stimulate direct response by telephone.store retailing. Burlington’s catalogue shopping was quite popular in recent times. The goal is to induce the GARDEN CITY COLLEGE Page 8 . radio and/or television offering an address or telephone number so that consumers can write or call to place an order. customers do not go to a store to buy.store retailing in which the retailers offers the merchandise in a catalogue. newspapers. and credit companies etc. Some multi level marketing companies like Oriflame also resort to catalogue retailing.store retailing are • (A) In Home Retailing: Where a sales transaction takes place in a home setting including door-to-door selling. This trend is catching up fast in India. Among the reasons are the ability to buy merchandise not available in local stores. • (D) Direct Response Retailing: Here the marketers advertise these products/services in magazines. The advantages to the retailers include lover operating costs. and the presence of unskilled retail sales persons who cannot provide information to help shoppers make buying decision The major types of non. which includes ordering instructions and customer orders by mail. A large number of mobile phone service providers use this method. • (B)Telesales/Telephone Retailing: This involves contact between the prospect and the retailer over the phone. lower rents. for the purpose of making a sale or purchase. • (C) Catalogue Retailing: This is a type of non. It gives the sales person an opportunity to demonstrate products in a very personal manner. Examples of in home retailing include Eureka Forbes vacuum cleaners and water filters. This type of retailing is growing very fast. Other examples are private insurance companies. The basic attraction for shoppers is convenience.
RELIANCE FRESH LIMITED customer to make an immediate and direct response to the advertisement to “order now”. • (E) Automatic Vending: Although in a very nascent stage in India. countrywide. is the ultimate in non. Products are sold directly to customers/buyers from machines. Apart from all the multinational banks. GARDEN CITY COLLEGE Page 9 . because they are finding at increasingly difficult to satisfy everyone. a growing number are engaging in marketing research and market segmentation. Times shopping India is another example. These machines dispense products which enable customers to buy after closing hours ATM’s dispensing cash at odd hours represent this form of non-store retailing. they want to serve. The tremendous growth in number of specialty stores in recent years is largely due to their ability to define precisely the type of customers. and (h) Credit and collections • Target Markets: Although retailers normally aim at the mass market. non-store retailing. Through a careful definition of target markets. The rapid diffusion of internet access and usage and the perceived low cost of entry has stimulated the creation of thousands of entrepreneurial electronic retailing ventures during the last 10 years or so.personal. • (F) Electronic Retailing/E-Tailing is a retail format in which retailers communicate with customers and offer products and services for sale. Com are some of the many e-retailers operating RETAILING DECISIONS • There are many factors for retailers to consider while developing and implementing their marketing plans. Celebrants are a classic example of direct response retailing. retailers can use their resources and capabilities to position themselves more effectively and achieve differential advantage. Among the major retailing decisions are these related to (a) Target markets (b) Merchandise management (c) Store location (d) Store image (e) Store personnel (f) Store design (g) Promotion. a large number of Indian banks also provide ATM services. over the internet. E-bay and Baazee com HDFC Sec. Amazon com.
Merchandise Control deals with maintaining the proper level of inventory and protecting it against shrinkage (theft. inventory requirements. pilferage etc.) • Store Location: Location is critical to the success of a retail store. to provide training to. or personality of the store. store layout. Traffic patterns. and (iii) merchandise control. a retailer like to project to customers image is affected by advertising. • Store Personnel: Sales personnel at a retail store can help build customer loyalty and store image. merchandise resources and negotiation with suppliers. accessibility. There is a growing trend now. needed to satisfy target customers to achieve the retailers return on investment. personnel. A major complaint in a many lanes of retailing is the poor attitude of a salesperson. Having decided on the trading area a specific site must then be selected.RELIANCE FRESH LIMITED Merchandise Management: The objective here is no identifying the merchandise that customers want and make it available at the right price in the right place at the right time. Merchandise buying involves decisions relating to centralized or decentralized buying. services. Merchandise Management includes (i) merchandise planning (ii) merchandise purchase. Factors affecting the site include. This involves sales forecasting. these sales clerks to convert them from under takers to effective sales associates. decisions regarding gross margins and mark ups etc. Merchandise planning deals with decisions relating to the breadth and depth of the mix. • Store Design: A store’s exterior and interior design affect its image and profit potential. A store’s trading area is the area surroundings the store’s from which the outlet draws a majority of its customers. competitors’ location. The extent of this area depends upon the merchandise said For example some people might be willing to travel a longer distance to shop at a specialty store because of the unique and prestigious merchandise offered. as well as the quality. availability and cost and population shifts within the area • Store Image : A store image is the mental picture. The exterior should be attractive and involving and should blend with the GARDEN CITY COLLEGE Page 10 . depth and breadth of merchandise customers tend to shop in stores that fit their images of the themselves.
In north India. there seems to be a proliferation of such malls surrounding. promote customer traffic. processing forms and bad debts etc. displays. dual earner households and the increased customer interest in quality and customer service. • Shopping Malls: A growing number of shopping malls are coming up all over the country. This explains the popularity of different types of credit cards and debit cards. emphasize this form of promotion. An effective layout guides the customer though the various sections in the store and facilitates purchase. Departmental stores and specialty stores. Many customers are no longer willing to spend as much time on shopping as they once did. give always and contests etc. GARDEN CITY COLLEGE Page 11 . The media used are TV. Merchandise display is equally important. Some sector of retailing has become saturated. • Credits & Collections: Retailers are generally wary of providing credit because of additional costs-financing accounts receivables. Non personal promotion is advertising. Retailers are adapting to ‘the shopping needs and time constraints of working women. It included both. • Promotions: Retail promotion includes all communication from retailers to consumers and between sales people and customers.RELIANCE FRESH LIMITED store’s general surroundings. The objectives as to build the store image. EMERGING TRENDS IN RETAILING In recent years the nature of retailing has changed dramatically. Radio Newspapers. Outdoor displays and direct mail. The term ‘Atmospherics’ is used to refer to the retailer’s effort at creating the right ambiance. and sell specific products. But many customers prefer some form of credit while purchasing. as firms try to protect their positions in the market place. other forms of promotion include. Personal communication is personal selling – the face to face interaction between the buyer and the seller. personal and non-personal promotion. Several retailers are operating under high levels of debt and number of retailers after running frequent ‘sales’ have found it difficult to maintain regular prices. special sales.
• Multi-Channel Retailing: retailers. • Diversification of Offerings: Scrambled (unrelated products or services) merchandising is taking on broader meaning and inter type competition among retailers is growing. Virtual shopping through PDA’s is another possibility. with their prestigious specialty shops. Cable TV channels are used to present merchandise. • Impact of Technology on Shopping Behaviors: The way retailers present their merchandise and conduct their transactions are changing. For instance Citibank is organizing tourist trips and sending mail order catalogues to its credit card customers. price retailers. • Factory outlets: Manufacturers are opening factory outlets to sell off surplus inventories and outdated merchandise. restaurants and departmental stores. • This forward vertical integration gives manufacturers greater control over distribution.RELIANCE FRESH LIMITED Delhi. than selling the merchandise to off Non Store Retailing: Non store retailing is accelerating at a faster rate than in store retailing. in places like Gurgaon and Noida. Video has replaced catalogues and computer linkages to acquire information and make purchases are on the increase. In general they target higher income customers. Traditional store based and catalogue retailers are placing more emphasis on their electronic channels and evolving into multi-channel GARDEN CITY COLLEGE Page 12 . This includes direct marketing in Home Shopping TV shopping not etailing etc.
but also using the candidates that come out of a recruitment campaign as a means to fill similar positions in the future. They never read the traditional job ads or go to the job boards on the internet.2 BACKGROUND OF THE STUDY: RELIANCE FRESH RECRUITMENT PROGRAM First and foremost. Strategic Recruitment Process takes a long-term view. especially if no suitable internal solution is found. competitive 'RECRUITMENT PROGRAM' forms a part of a much broader Strategic approach in the corporate quest to gain and sustain a advantage in today's marketplace. Traditionally. retention and transition. Other aspects include talent development. The key to success in talent acquisition is the unique way that you are able to tap into the 'top performers' who are not really looking for another job.RELIANCE FRESH LIMITED 1. Strong relationship building or networking skills are important here. a situation that is becoming known as . That's when panic can set in. a recruitment need occurs when an individual either leaves or is promoted to another function."under the bus syndrome". GARDEN CITY COLLEGE Page 13 . The core concept of Recruitment Process is to get away from the ‘fill in the box’ thinking to one that is more pro-active and much closer to building the skill sets required to achieve business success. It is not only filling positions today.
There are several rounds of interview which is taken by different level of employees. clients will recruit today for positions that do not even exist today but are expected to become available in the future. Qualification. We prefer to short list those candidates who stay within 2 – 3 km from the store. GARDEN CITY COLLEGE Page 14 . In every Reliance Fresh store they maintain a proper hierarchy. For the final round of higher post interview we conduct Video Conference which is taken by the concerned person it can go up to zonal CEO level. Most of the money spent on Strategic Recruitment Process would have been spent in a tactical recruiting mandate anyway. Acquisition at Reliance Fresh In Reliance Fresh they have their own way to select the talent for their Reliance Fresh store. The additional cost becomes insignificant compared to the value of hiring top competitive talent over time. There have another job post that is Sales Relationship Associate (SRA). Year of Experience in the relevant field. then Store Manager . The only additional cost is in collecting data on high -potential candidates and then keeping in touch with them until hire is made. When we concern a person for a selected post the fast and most important thing is the location of the candidate. This makes it easy to predict that specific openings will occur at a pre-determined period in time. They maintain a specific process to select the right candidate for the right job. In the most enlightened cases of Strategic Recruitment Process. or by analyzing the history of attrition for certain positions.For each and every post the criteria are different. Those criteria mainly concern with the location. Age.RELIANCE FRESH LIMITED These future positions may be identifiable today by looking at the succession management plan. If we start from the top of the hierarchy then at first Cluster Manager . We don’t highly prefer those candidates who stay far away from the store because it may create some communication problem.after that Senior Customer Support Associate (SCSA) / Commercial & Accounts (C&A) and at last Customer Support Associate (CSA). It depends on the post of the job.
The Role of Store Supervisor: Generation of report. no one is GARDEN CITY COLLEGE . To take immediate action against any illegal deed by employees or customer inside the store. To make the employees aware of the new offer available on the products in the store. To maintain the attendance of the employees. To see whether the customers are being attended being neglected. Page 15 carefully. To maintain discipline among the employees. Operation Compliance related form fill up. To update the employees about the new prices of the products in the store. • • • Banking. To prepare feedback for the trainees who are undergoing on–the-job training in the store. To take responsibility of promotions. Floor operation. To take care of the expired and damaged goods of the store To take care of the accounts of the store. Petty Cash maintenance. To make attempts to increase the profit of the store.RELIANCE FRESH LIMITED The Role of Store Manager: • • • • • • • • • • • • • • • • To look after the wellbeing of all the employees. To take care of the store. Meter reading to check the temperature of the store. The Role of the C&A: To maintain the accounts of the store and report to the store Manager about any discrepancies.
e.e. (First Expired First Out) which means the goods which have crossed the expiry date are shoved away from the shelf. RECRUITMENT PROCESS GARDEN CITY COLLEGE Page 16 .RELIANCE FRESH LIMITED The Role of CSA: • • • • Customer Services Receiving Stocks Stocking and replenish shelf Stocking goods as per FIFO method i. (First In First Out) and FEFO method i. • • Spot Fill. Display and communication during promotion.
RELIANCE FRESH LIMITED Get Requisition from Operation/Business ScreeningInterview & offer FixFinal Round listingon Profile generation up salary negotiation CV Final Short Listing Shortbased the Interview If the candidate accepts the offer letter GARDEN CITY COLLEGE Page 17 .
we also get CVs from our drop boxes. Sometime we get some CVs by references. After completing the calculation the state HR send it to the Zonal HR head along with the calculation of cost matrix . employers of all size.e. across all industries are trying to increase the volume they recruit through this channel. Every day the interested candidates drop their CVs in our drop boxes. the Job Description). GARDEN CITY COLLEGE Page 18 .RELIANCE FRESH LIMITED Recruitment Process Get a requisition from operation / business: At first we get the requisitions from the business to enhance the manpower or against attrition. Screening based on the profile: We get CVs thro ugh different institutes. The various sources of talent acquisition are: Employee Referral: It is an organization’s internal recruitment method employed by organizations to identify potential candidates from their existing employees’ social networks. one may proceed in the phase of Recruitment process. Recruiting candidates using employee referral is widely acknowledged as being the most cost effective and efficient recruitment method to recruit candidates and as such. Sources of Recruitment: Where Do Reliance Fresh Look for Staff? Having ascertained what kind of job one is trying to fill (i. The requirements first come to the cluster manager after that it goes to the state HR.e. then the zonal HR send it to the Zonal CEO then it comes back again to the Zonal HR head and finally the requisition comes to the recruitment department. However tapping the internal labour market for talent acquisition purposes appears to be the most popular method at the managerial levels. and the type of person or competency set likely to perform it effectively (i. An employee referral scheme encourages a company’s existing employees to select and recruit the suitable candidates from their social networks. job Specification).
Institutions are main sources of raw recruits to be developed by employer. like the computer itself. Unlike other forms o f recruitment where one apply in response profile. Drop Box at Store: These are boxes that are kept in front of all the Reliance Fresh Stores so that candidates interested to work in fresh stores can drop their CVs in such boxes.RELIANCE FRESH LIMITED Job Posting: Arrangement in which a firm internally posts a list of open positions (with their descriptions and requirements) so that the existing employees who wish to move to different functional areas may apply. is here to stay. Mostly selections are done on the spot. One may go and appear. enabling it to tap into the Walk Ins: Walk in interview means conduct of interview in the office without any call letter or formal call. Accordingly Reliance develops good relationship with the various college career and advisory college student streams. There are some criteria on which we have GARDEN CITY COLLEGE Page 19 . the use of the internet as a recruitment device. It has now emerged as a powerful tool for employer and is also providing extremely popular with job seekers. services. Institutions: It is the main source of newly educated and trained applicants. Walk-in-Interview means one can just walk in with resume and other credentials and attend for an interview. Short listing the CVs: Then we short list the CVs as per our requirement. It is also called job bidding. The internet: Despite the volatility of the Dotcom sector.
Experience: 1. Experience. Those criteria are Location. Qualification: Minimum Graduates. Experience : May have experience or may be fresher SCSA (Senior Customer Support Associate) : Age : Within 25 years.RELIANCE FRESH LIMITED to take into consideration while short listing the CVs. C&A (Commercial and Accounts) : Age : Within 25 years GARDEN CITY COLLEGE Page 20 . Different criteria for different profile Let’s starts from the bottom – CSA (Customer Support Associate) Age : above 18 years. Qualification: Minimum Madhyamik pass.5 to 2 years of experience in FMCG retail & system Knowledge is must. Qualification and the salary part is also being taken into the consideration. Age.
Qualification: Minimum Graduate . Experience : minimum 6-7 years of experience.RELIANCE FRESH LIMITED Qualification: Minimum Commerce Graduates. Experience : Minimum 6 months of cash handling experience (for small store its 8-10 lakhs/month and for large store its 25-30 lakhs/month) & must be system Savvy SRA (Sales Relationship Associate) : Age : Within 25-28 years. It is a forum where the candidates’ relative suitability for the job is assessed by the interview panel. the situational and the combination. the behavioural. Experience : Minimum 4. interviews are conducted in different ways. That is. the GARDEN CITY COLLEGE Page 21 . Interview: The interview is normally the central part of the selection process. Cluster Manager: Age : above 35 years. Selections. and is based on the premise that past behaviour enables us to predict future behaviour. Store Manager: Age : Within 35 years. However.5 years of experience in Retail sector. Experience : Minimum 6 months to 1 year of experience in the sale of financial products. Qualification: Minimum Graduates. the four most widely used approaches are the biographical. The biographical is basically an exploration of the interviewee’s past experiences. Qualification: Minimum Graduates.
Language known. where all of the interviewers are working from the same list of questions. Accordingly the interview is likely to be semi-structured around the interviewee’s past employment. Mother’s maiden name. which is required for future references. Address along with pin number and area. It is designed to be a consistent process. the interviewer would explore evidence of the candidate’s track record in these areas. The candidates before the interview have to fill up application form which is provided to them in reliance office. This interview type is also based on the assumptions that past performance is the best indicator of a list of predetermined questions and expected to provide behavioural evidence as a proof of each competency. if it entails a lot of teamwork.RELIANCE FRESH LIMITED best predictor of what you’re going to do in future is what you’ve done in the past. initiatives or leadership. The behavioural interview entails a series of structured questions “competencies” which are relevant to effective performance on the job. The information which the candidates are asked to fill in the application format are listed below: • • • • • Name of the candidate. education and leisure interests. They are also labelled “competency”. Page 22 GARDEN CITY COLLEGE . allowing the responses to be evaluated on the rating scales for relevant competencies. which is required to be submitted in the office along with their CV and a passport size photograph. so. Questions are based upon an objective analysis o f the job and can be seen directly relevant to the job’s demands. “patterned” or “targeted” interviews. Telephone numbers. Along with the aptitude test the candidates also need to fill up an Application Format for better Understanding of the CVs and to maintain a similar format for all the CVs. Application Format: This is a format where the candidates have to fill their personal information.
minimum 30. of family members Father’s name Whether the person is physically disable or not? Final Short listing & Final Interview: Store Manager: RPAT: Retail Pre employment Assessment tool.RELIANCE FRESH LIMITED • • • • • • • • • Experience in years. is a test in which the candidates are provided a question paper consist of total 50 questions . Date of Birth. SCSA: above 20. Critical Reasoning & GARDEN CITY COLLEGE Page 23 . What was the designation of the candidate in the previous company? The amount of the salary drawn last. critical reasoning based question and English. CSA: . Name of the Companies or Company in which the candidate has worked or is working.minimum 10. The questions are based on Mathematics. What is his or her expected salary? No.minimum 15. is a test in which candidates are provided with a paper consists of 50 questions.The questions are based on mathematics . The time limit for this test is 12 minutes. The minimum qualified number for different post: Store Manager: . RPAT Test SIGNIFICANCE: RPAT: Retail Employment Assessment Tool. C&A: .
Min 15 out of 50 CSA. This is a real life too l which helps to determine the personality of the individual. It is based on certain personality traits which help to judge a person.Min 10 out of 50 PI (Predictive Index) test: It is generally conducted for store managers.Min 30 out of 50 SCSA. The subscales of emotional Appraisal of emotions The ability to accurately perceive. appraise and express emotions. In this test a person is required to answer certain questions on computer. Emotional Intelligence Test: Normally this test is conducted to detect the emotional stability of a person & to k now about the personality of a person. The time limit for the test is 12 minutes. If the score of the person matches the score required then he or she is selected. Utilization of emotions and mood regulation GARDEN CITY COLLEGE Page 24 .RELIANCE FRESH LIMITED English.above 20 out of 50 C&A. MINIMUM QUALIFYING NUMBER FOR DIFFERENT POSTS: Store Manager. This test helps the interviewer to judge how the person will perform as store manager. Each answer is allotted balance test are: a score.
Store. Customer Service Associate: The selected CSA’s has to finally pass two steps in order to get selected.Shantanu.Abhijit. The interpretation of the subscales can be high. cluster Manager and also by the Zonal CEO.RELIANCE FRESH LIMITED The ability to access or generate feelings on demand when they can facilitate understanding of growth.Head of Eastern Region. SRA For SRA the final round interview is taken by the area sales manager. SCSA (Supervisor): After qualifying in RPAT test they have to give the primary round interview and if short listed then send for final round interview that is taken by the Cluster Manager. But they will GARDEN CITY COLLEGE Page 25 . normal or weak. Mr. C&A The C&A also passes the similar tests like the SCSA. they are: On-Job-Training: The selected CSA has to undergo on job training for 2 weeks without any pay. Managing other’s Emotions The ability to understand emotions and use this knowledge to monitor and manage emotions in others. yourself or another person and to be able to regulate emotions to promote Final Round Interview Again a final interview is taken by Mr.
During this 2 weeks the candidates has to give their best performance based on which a feedback is given to the HR by the store manager who constantly vigil the performance of the candidates. In this step the candidate is asked to join the company. Offer Generation The next step of the procedure of Recruitment Process is offer generation. the department where he will work. This test is compulsory for those candidates who will be recruited within few days. his designation etc. are mentioned on the offer letter.RELIANCE FRESH LIMITED be given a certificate on successful completion of the training which will be useful for them if they join any other retail company in future. On Boarding On the day of on boarding the candidates are given a joining kit which consists of the following: • • • • • • • • • • Welcome note Employment Application Form PF nomination form (3 copies) Form ‘F’ gratuity Nomination Form (2 copies) Hospitalization insurance coverage Form List Of Holidays Reliance Retail Office Address Administration Contact number important things to know Employee Feedback Form Checklist Page 26 GARDEN CITY COLLEGE . Medical Test This is the compulsory test for all the candidates irrespective of the post they have applied for. Then offer letter is generated for the candidate where the date of his or her joining is mentioned. And on the basis of this feedback the CSAs is selected.
On this day the candidates are introduced to their superiors. That is the total Recruitment Process that is followed by Reliance Fresh Stores TRAINING PROCESS FOR RELIANCE STORE Along with the Recruitment Process the utmost necessary step to retain the employees who have newly joined and also who are working in the organization is the process of Training through which employees can be educated about their benefits of being in the organization. This day is also known as the induction day. C&A and Supervisor receive contains the following: • A list which mentions the things required for official purposes: 6 passport size photographs 2 post card size photographs 2 photo copy of valid photo ID proof (driving license voter ID/ passport/ PAN card) 2 address proofs: ration card / telephone bill etc. GARDEN CITY COLLEGE Page 27 . They are also introduced to their workplace and work. The joining Kit CSA. Educational certificates’ photo copy.RELIANCE FRESH LIMITED This type of joining kit is only given to Store Managers. 1 copy of signed offer letter • • • • • • The kit also contains the following: PF nomination form (3 copies) Form ‘F’ Gratuity Nomination Form (2 copies) On this day the candidates are required to fill up the forms provided in the joining kit in the Reliance Office and submit it.
Suggest the person with suitable. Training Process is becoming active at Reliance Retail Store level in current date. Maintaining Training Inventory. Different Cultural and Social Award Functions as a part of Reliance Retail Store. GARDEN CITY COLLEGE Page 28 . Individual Counselling: Individual Counselling refers to calling up of particular employee at the Head Quarter if he/she is facing any problem or having an issue related to Working Area and Environment or any personal issue which demotivates him/her within the working environment. building long term relationship with the customers and uplifting the Brand of Reliance Retail. Commencing Training and Development Program at regular interval of time. their knowledge and skills can be improved to increase sales in the stores. • • • • • • • Individual Counseling Group Counseling Providing Questionnaire to identify their requirements & needs for development.RELIANCE FRESH LIMITED Not only that. Kolkata. feasible solutions. HR department has taken great initiative towards educating and Training the Reliance Retail Store Employees. The training and Development of the employees of Reliance Retail Stores is completely done by the HR department at Reliance Retail Industries Ltd Head Quarter. Developing Training Manuals and Training Calendar. Training Process is mainly focused on • • • • • Customer Relationship Management Communication Skills Team Building Skills Leadership Qualities Basics of Retailing The Training Process required: An overall survey of the Reliance Fresh Stores in West Bengal.
It is used to introduce a new training program to the employees. Knowledge level of each employee specially related to Retail. It shows the entire procedure of a training program. Questionnaire Providing questionnaire to know about a person’s behaviour or to generate his/her view point on certain aspects which helps to design appropriate and effective Training Process. Consent about particular program for development TRAINING MANUALS AND CALENDARS: What are the uses of Training Manual? • • • • Training Manual is an approach to educate the employees at Stores regarding particular area of improvement. Knowledge level about Customer Care. Page 29 GARDEN CITY COLLEGE . Concept of individual employees regarding a subject matter.RELIANCE FRESH LIMITED Group Counselling: Group Counselling refers to call for particular grade of employees or employee strength of a particular Store at the Head Quarter to discuss about certain issues which needs improvement or solution of it which in the long run proves to be beneficial for both employees and the organization. • • • • • • Questionnaires are made to find out the following: Behaviour of the employees. Training Manuals are developed for the ease of the newly joined employees at Reliance Retail Stores.
RELIANCE FRESH LIMITED What are the uses of Training Calendar? • • • • • Training Calendars are made to have an overview of the Training sessions to be attended by the employees of Reliance Retail Store at different levels. whether in Head Quarter or in the respective stores is decided then comes the role of the Trainer in delivering different Training topics to the respective Store Managers/SCSA/CSA/C&A/SRA. Types of Training Program are also mentioned according to dates. Maintaining Training Inventory: Training Inventory is used to check the number and name of employees who had attended and who had not attended particular training program coordinated by the trainer. It will clearly identify the dates and corresponding training program to be attended by which categories of employees of the Store. Generally Training program is delivered in the form of: • • • • • Power Point Presentation Speech Audio-Video Presentation Role Play Quiz Contest GARDEN CITY COLLEGE Page 30 . Training Calendar is generally made in a quarterly. COMMENCING TRAINING AND DEVELOPMENT PROGRAM: Once the Training program is developed and the respective employees are informed about the date and place ie. half-yearly or annual basis. The name of the Trainer and the respective venue of training is also mentioned in the Calendar.
quarterly. Here Certificates and awards are given to the best performer in different aspects like: Mr Clean of the month GARDEN CITY COLLEGE Page 31 . This takes place monthly. Tracking the names of the employees who are not attending as per training schedule from the inventory and ask them the reason for not attending the program. Suggestions during the sessions are taken and justified. annually. Feedback from the employees should be taken verbally or in a feedback form to evaluate the Trainer’s performance. Speak to them in personal They are told about the importance of training MANAGEMENT GAMES: Management games are different tools of assessing employees on the basis of their: • • • • Team building capabilities Leadership quality Innovative Skills Effective Communication CULTURAL AND SOCIAL AWARDS: Reliance Retail Industries performs Dhruvtara Award Function at different Retail Stores.RELIANCE FRESH LIMITED INFLUENCING EMPLOYEES TO TAKE PART IN SKILL AND KNOWLEDGE DEVELOPMENT ACTIVITIES: • • • • • • • HR head should take into account that the employees are taking interest in the training programs. Quarries and doubts are cleared during the time of the program.
Difficulty in fresh stores. Inexperienced candidates lacking adequate knowledge about retail industry. Lack of communication skills. Lack of team players. Training process as such has to be improved TITLE OF THE PROJECT:A PROJECT REPORT ON “RECRUITMENT AND TRAINING STRATEGIES ADOPTED BY RELIANCE RETAIL LIMITED. GARDEN CITY COLLEGE Page 32 . Lack of customer relationship. getting right candidate with adequate retail experience in the Reliance strategies of Reliance Retail 1.3 STATEMENT OF THE PROBLEM: How to improve recruitment & training Store: The Problem Areas which are to be studied as a part of the project are as follows: 1.4 THE NEED AND IMPORTANCE OF THE STUDY • • • To know the existing process of recruitment & training in Reliance Retail Store. 4.RELIANCE FRESH LIMITED Best Seller of the month Best Security of the year etc. CONCLUSION The Recruitment and Training Process followed at Reliance Fresh shows it is an on-going process as throughout the year the attrition rate is high. 5. 2. To identify ways by which the process of recruitment and training can be improved To identify the importance of recruitment program and identify the guidelines for developing talent in new hires. KOLKATA” 1. 3.
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• • •
To find out from the existing employees problems & suggestions for improvements in recruitment & training. To suggest ways in which knowledge level of the existing employees can be improved regarding retail. To develop new training program to improve communication skills and extensive customer relationship at Reliance Retail stores.
1.5 OBJECTIVES OF THE RESEARCH
• • • • • • • To understand the existing process of staffing & training in Reliance Retail Store. To identify specific criteria for recruitment at different levels in the Retail Industry and search for talents. To suggest ways in which the recruitment process can be made more efficient by reducing stages and time. To identify the importance of recruitment program and identify the guidelines for developing talent in new hires. To find out from the existing employees problems & suggestions for improvements in staffing & training. To suggest ways in which knowledge level of the existing employees can be improved regarding retail. To suggest and develop training program to improve communication skills and extensive customer relationship at Reliance Retail stores.
EXPECTED CONTRIBUTION OF THE STUDY
• • • • • To suggest a proper hierarchy in every Reliance Fresh Store. To find out the level of attrition rate and ways of overcoming it. To find out total female members recruited at Reliance Fresh store Find out the total hiring cost To know how effective are the training strategies
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• • • • • • Unwillingness of the employees to take part in the training programs Personal files of the employees were often not complete The study is confined to reliance fresh only Findings of the study are based on the assumptions that respondents have disclosed correct information. Due to time permit, it was not possible to prove deep into the study. Due to hectic work of associates the survey was limited to hundred associates
2.1 COMPANY HISTORY Reliance Retail Ltd.
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Reliance Retail Ltd. operates retail outlets in India. Its retail outlets offer foods, groceries, apparel and footwear, lifestyle and home improvement products, electronic goods, and farm implements and inputs. The company’s outlets also provide vegetables, fruits, and flowers. It focuses on consumer goods, consumer durables, travel services, energy, entertainment and leisure, and health and well-being products, as well as on educational pro ducts and services. The company was founded in 2006 and is based in Mumbai, India. Reliance Retail, Ltd. operates as a subsidiary of Reliance Industries, Ltd. Reliance Retail Limited (RRL),a subsidiary of Reliance Industries Limited opened its first Retail Store in November 2006 and today operates over 600 stores in over 600 stores in over 57 cities, spanning across 13 states with over 3.5 million sq. ft.RRL is a multi-format retailer that operates Reliance Fresh – a neighborhood store concept, Reliance Digital – a consumer durables and information technology concept, Reliance Mart – a Hyper market concept, Reliance trends – an apparel specialty concept, Reliance Wellness – a health, wellness & beauty concept, Reliance I Store – an apple specialty store concept, Reliance Footprint – a footwear concept, Reliance Timeout – a books, music & entertainment concept , Reliance Super – a minimart concept and Reliance Auto Zone – an auto motive specialty concept. Reliance Industries Limited (RIL) is India’s largest private sector company on all
major financial parameters with turnover of Rs.139,269 crore (US$34.7 billion),cash profit of Rs.25,205 crore (US$6.3 billion),net profit of Rs.19,458 crore (US$4.9 billion) and net worth of Rs.81,449 crore (US$20.30 billion) as of March 31,2008. RIL is the first and only private sector company from India to feature in the fortune Global 500 lists of world’s Largest Corporations and ranks amongst the world’s Top 200 companies in terms of profits .RIL is amongst the 30 fastest the climbers ranked by fortune. RIL also features in the Forbes Global list of world’s 400 best big companies and in FT Global 500 list of world’s largest companies.
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Mr. Mukesh Ambani promoted Reliance Retail Ltd (RRL), a 100% subsidiary of Reliance Industries, has aggressively started buying and converting retail stores of the major cities, mainly belonging to Guajarati’s, into ‘Reliance Retail’ and ‘Reliance Digital’ stores. According to sources, RRL is planning to roll out almost 150 to 200 retail outlets in Mumbai including it hypermarket and consumer durable stores. The company is now looking for potential areas for business in Mumbai and greater Mumbai for the same. Industry experts believe that in Mumbai and Delhi alone, about 15,000 to 20,000 shops have recently been approached by Reliance Retail for their stores. Joy Sanyal, vice-p resident, infrastructure and urban development, trammel Crow Megharaj said, “Reliance Retail’s buying and converting of properties are going to be one of the largest sentimental deals. This will lead to high street retail property prices in major metros with an expected rise of 15% in the next few months there will be a scarcity of space to develop independent properties.” Reliance Retail had received over 10,000 applications on the first day for its nationwide advertisement inviting applications for retail space in August 2006. The company had advertised in newspapers across 76 cities for retail space of 3,000 to 30,000 sq. Ft. .According to a recent Lehman Brothers report, RIL will invest around $2 billion in RRL over the next five years.
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Through sustainable measures, create value for the nation, enhance quality of life across the entire socio-economic spectrum and help spearhead India as a global leader in the domains where we operate
• • • • • • Create value for all stakeholders Grow through innovation Lead in good governance practices Use sustainability to drive product development and Enhance operational efficiencies Ensure energy security of the nation Foster rural prosperity
Reliance Fresh format, a neighbourhood store concept is basically for local people residing near the store. All over India there are 25 0 Fresh stores in different states in which West Bengal has got 12 Stores conversing South & North Kolkata, North & South 24Pgs & Howrah. The largest store is in Howrah Abani Dutta, with over 6000 sq. ft. & smallest store is in Budge Budge with over 2000 sq. ft This kind of stores provides customers with all daily us products from vegetables to garments in a reasonable price.
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RELIANCE FRESH LIMITED A Reliance Fresh Store mainly follows the following hierarchy GARDEN CITY COLLEGE Page 38 .
RELIANCE FRESH LIMITED STORESCSA CCSA &A MANAGER GARDEN CITY COLLEGE Page 39 .
Nariman Point. Kohli (Executive Director) Shri PMS Prasad (Executive Director) GARDEN CITY COLLEGE Page 40 . Chandigarh.Shri Mukesh D. Ambani Shri Nikhil R. Mumbai. 08) (RIL) Head Quarters Address: Reliance Industry Ltd. Branches: . Ambani Chairman & Managing Director.400021 Maharashtra. Mumbai . you can do it. Management Team “Growth has no limit at Reliance. Meswani (Executive Director) Shri H. Jaipur.RELIANCE FRESH LIMITED A SNAP Shot of Reliance Fresh Year of Establishment: . New Delhi. Hyderabad. I keep revising my vision. Orissa & U.P.370.West Bengal. Ludhiana.Shri Dhirubhai H.S." Founder Chairman Reliance Group: .2006 Market Cap: Rs. India. 688 Crore (April 11. Meswani (Executive Director) Shri Hital R. Markers Chambers – IV. Only when you can dream it.
Gandhi” RELIANCE FRESH Store Name & Address: UTSA Complex Reliance Fresh AG/1.” Grahak Deva Bhava “Our ‘GRAHAK’ is the most important ‘ATITHI’ in our premises. ‘GRAHAK’ is not an interruption in our work. “Mahatma M. ‘GRAHAK’ is not an outsider to our business.RELIANCE FRESH LIMITED Source: www. ‘GRAHAK’ is a part of it.com . The Promise of Reliance Fresh “All the products sold in this store are of the highest quality. on presentation of the original receipt. ‘GRAHAK’ is the purpose of it. New town. If you are not satisfied with any of our products. Utsa Centre. We are dependent on ‘GRAHAK’. For further information. Rajarhat. We are not doing our ‘GRAHAK’ a favour by serving him. Our ‘GRAHAK’ is doing us a favour by giving us the opportunity to do so. Kolkata – 700101. ‘GRAHAK’ is not dependent on us.google. K. we will be happy to replace them for you within seven days of purchase. please contact customer services. Bangur Reliance Fresh GARDEN CITY COLLEGE Page 41 .
Bepin Paul Road. NSC Road. Kolkata 700068. Kolkata – 700068. Netaji Nagar Reliance Fresh Indraprastha Appartment.Kolkata – 700026. Budge Budge. GARDEN CITY COLLEGE Page 42 . H. Jodhpur Park Reliance Fresh 71. Kolkata – 700092. Kolkata – 700137. Stn.RELIANCE FRESH LIMITED Bangur 88 Block Bangur Avenue. Kedarnath Mukherjee Road. Jodhpur Park. S.K Dev Road.B Town.2/65. Serampore. Ritwika Reliance Fresh 47/A. Sahid Mongal Pandey Sarani. Ward No. Kolkata – 700110. S.26. Pin – 700120. Kolkata -70004 Howrah Reliance Fresh Kadamtala12/1. Kolkata – 712203. Lake Town Reliance Fresh Lake town-Radha Court-440. Barrackpore Rly.PS-Tollygunge.N Banerjee Road. 24 Pgs (N). Raja Rammohan Roy Sarani. Sodepur. Deshopriyo Park Reliance Fresh Deshapriyo Park16-C. Barasat Colony More Laxmi Kanta Colony. Sodepur Reliance Fresh Sodepur 650. Barasat Road. Howrah – 711101 Budge Reliance Fresh 20/B.
RELIANCE FRESH LIMITED Hierarchy Maintains in Reliance Fresh:Cluster Manager Store Manager Senior Customer Care Associate (SCSA) C&A and CSA Note: .4 PRODUCTS OF RELIANCE RETAIL LIMITED GARDEN CITY COLLEGE Page 43 .SCSA: Senior Customer Support Associate C&A: Commercial and Accountant CSA : Customer Support Associate 2.
1 PURPOSE GARDEN CITY COLLEGE Page 44 .RELIANCE FRESH LIMITED 3.
2 THE METHODOLY Research procedure The business design is the conceptual structure which research is conducted. Primary source: Employees Primary data are those. manipulated and organized Its contents is analyses and evaluated It is placed in a proper context for a human user So information is processed data placed in a context that gives value for the reader. If it is inaccurate or not improper order the whole output gets affected and it may lead to confusion 3.. Primary data secondary data sources This section explains how the data is collected i. either from primary or secondary. measurement and analysis of data. typically about physical phenomena. conclusions and also helps to give suggestions. correct and clear. Thus data are usually subjected to value added process where: It forms is aggregated. which guides the data collection and analysis of the phases of the project. which are gathered especially for the project at hand is directly through questionnaire and interview it is the original source of data collected by the GARDEN CITY COLLEGE Page 45 . It is the framework. Data was collected from primary and secondary sources. which helps in making note of findings.e. It constitutes the blue print for the collection.RELIANCE FRESH LIMITED The main theme of the Chapter is to know the source of the data the researcher has collected the data or information.. It is basis for analysation and interpretation. So data should be accurate. It explains what method is used to collect the data. The data are raw facts of observation. which specifies the type of information to collect the source of data collection procedure. A research design is a basic plan. what instruments are used for collecting the research plan.
GARDEN CITY COLLEGE Page 46 .3 CONCLUSION: The data so collected will be analysed in pie charts and in the end the results will be concluded. Source of secondary data for this steady work broaches. which are been collected Originally for some other purpose they are not gathered specially to achieve the objectives of particular research project at the band but already assembled.RELIANCE FRESH LIMITED researcher. company past records. research book and internet 3. Secondary data source Secondary data sources are generally published sources. The primary data was collected by personally meeting the employees and through discussion with the HR manager.
4. Since the selection of items in the sample depends entirely on chance.1 TYPE OF RESEARCH –Descriptive research Sampling plan consists of: Sampling units.The employees of Reliance Retail Stores West Bengal. Sample Size.2Sampling technique Sampling technique is a technique in which instead of every unit of the universe.RELIANCE FRESH LIMITED 4.Non-random judgment Contact method. The selection is therefore free from personal bias because the investigator does not exercise her/his discretion or preference in the choice of items.Personal interview Sampling Method.Questionnaire 4. Random sampling refers to the smpling technique in which each and every item of the population is given an equal chance of being included in the sample. only a part of the universe is steady and conclusion are drawn on that basis for the entire universe.100 Sampling method. For this study 20 employees were selected at random.3Sample size GARDEN CITY COLLEGE Page 47 . This method is also known as method of chance selection. The random sampling was used to collect the data for the study.
The questionnaire used in this study was a structured one.RELIANCE FRESH LIMITED Sample size refers to the number of elements to be concluded in the study. Other methods used for data collection work. 4. Internet was also a source of data collection. company records and broachers issued by the management. The employees were also Contacted personally to get the necessary data information required for the completion of the survey. The advantage of the standard questionnaire lies in the reduction of interviewers and interpreters bias. The important decision that has to be taken while adopting a sampling technique is the sample source. Other software used for data analysis GARDEN CITY COLLEGE Page 48 . In this study the questionnaire were distributed to employees and were asked to answer the questions. Here the questions were arranged in a specific order and were logically interconnected for the research study.4Instrumentation techniques To get the responds. The questionnaire has been designed extensively for employee’s purpose. 4. These responses especially the comments helpful during the analysis. The responses were noted down on the questionnaire and their comments were noted on the back of the questionnaire.5Actual collection of data As this is an exploratory study. The questionnaire was framed by keeping in the mind the objective of employee satisfaction. the mode of collecting the data mainly through questionnaire. In this study the sample size of respondent was decided to be hundred. the questionnaire method was used.
How did you get know about the vacancy at Reliance Fresh? Concept: The concept of the Table is to know the preference of the associates’ source towards of recruitment. Table showing the Preference of the associates towards source of recruitment Particulars Newspaper Internet Advertisement Friends Total No of respondents 50 5 20 25 100 Percentage (%) 50 5 20 25 100 GARDEN CITY COLLEGE Page 49 .RELIANCE FRESH LIMITED 1.
RELIANCE FRESH LIMITED Analysis: It can be analysed from the above table that out of 100. Graphical Representation Inference: It can be inferred from the above data that newspaper is the most preferred source of awareness followed by friends. followed by 20 %through advertisement and remaining 5 %respondents through internet. next advertisement and last is internet. . 50 %respondents were aware through newspaper. followed by25% through friends. GARDEN CITY COLLEGE Page 50 . This shows that the Company regularly releases its advertisement on newspaper which is a good source of recruitment.
How did you feel after the recruitment interview? Concept: The concept of the Table is to know the degree of satisfaction of the employees with the recruitment interview. Table showing the degree of satisfaction Particulars Extremely satisfied Least satisfied Total No of Respondents 80 20 100 Percentage (%) 80 20 100 Analysis: It is to be analysed that out of 100 respondents. 80% feel that they are extremely satisfied and 20% feel least satisfied after the recruitment interview.RELIANCE FRESH LIMITED 2. GARDEN CITY COLLEGE Page 51 . This means the HR Department at RRL now their job well and all the interviewers are well trained.
RELIANCE FRESH LIMITED Graphical Representation Inference: It can be inferred that majority of the respondents have agreed that they are extremely satisfied after the interview. GARDEN CITY COLLEGE Page 52 .
This shows RRL has a capacity to intake experienced employees GARDEN CITY COLLEGE Page 53 . followed by 30% unemployed. followed by 20 %students and the rest are housewives. Table showing the previous designation of the respondents Particulars Student Unemployed Housewife Job Holder Total No of respondents 20 30 10 40 100 Percentage (%) 20 30 10 40 100 Analysis: It can be analysed that out of 100 respondents.RELIANCE FRESH LIMITED 3.What was your previous designation? Concept: The concept of the Table is to know the previous designation of the respondents. 40% are job holders.
RELIANCE FRESH LIMITED Graphical Representation Inference: It can be inferred that majority of the respondents were job holders and only 10 %were housewives. GARDEN CITY COLLEGE Page 54 .
Do you think R-PAT test reveals your strength and weaknesses? Concept: The concept of the Table is to find out the usefulness of R-PAT test Table showing usefulness of R-PAT tests: Particulars Yes No Total No of Respondents 80 20 100 Percentage (%/) 80 20 100 Analysis: It can be analysed that out of 100 respondents 80% agreed that R-PAT test is useful. This shows R-PAT test used by RRL is considered to be a parameter. GARDEN CITY COLLEGE Page 55 . while 20% disagreed.RELIANCE FRESH LIMITED 4.
RELIANCE FRESH LIMITED Graphical representation Inference: From the Graph it can be inferred that majority of the people agree that RPAT test helps in determining their strengths and weaknesses GARDEN CITY COLLEGE Page 56 .
50% respondents were aware of the test score and 50%were not aware. GARDEN CITY COLLEGE Page 57 . Were you aware of the minimum score to be obtained in the test to be qualified for the next stage? Concept : The concept of the Table is to know the awareness of the respondents regarding the scores Table showing the awareness of the respondents regarding the qualifying score Particulars Yes No Total No of respondents 50 50 100 Percentage (%) 50 50 100 Analysis: It can be analysed that out of 100.RELIANCE FRESH LIMITED 5. This proves that R-PAT test is really useful in judging one’s worth in order to be qualified for the next round. It is thus a parameter for comparison.
Did they explain the terms and conditions about the employment before joining? GARDEN CITY COLLEGE Page 58 .RELIANCE FRESH LIMITED Graphical Representation Inference: It can be inferred that half of the respondents were aware of the qualifying score and half were not. 6.
Particulars Yes No Total No of respondents 100 0 100 Percentage (%) 100 0 100 Analysis : It is analysed that 100% of the respondents were made aware of the terms and conditions before joining the job.RELIANCE FRESH LIMITED Concept: The concept of this Table is to know whether the employees were made aware about the terms and conditions of the job before joining. that are well explained to the employees at the time of joining the Organisation. This means RRL has well defined terms and conditions of job. Table showing whether the employees were made aware of the terms and conditions of the job before joining the Organization. GARDEN CITY COLLEGE Page 59 .
RELIANCE FRESH LIMITED Graphical Representation Inference: From the above graph it can be inferred that all the respondents were made aware about the terms and conditions of the job before their actual joining. 7.What aspects helped you in deciding to join this organization? Concept: The concept of this Table is to know which aspects were taken into consideration by the applicants before joining the organisation GARDEN CITY COLLEGE Page 60 .
This shows that financial base of RRL is good. GARDEN CITY COLLEGE Page 61 .30%were aware of the job security and 20% were concerned about the corporate image.RELIANCE FRESH LIMITED Table showing the criteria are taken into consideration by the applicants before joining the organisation. Particulars Job security Corporate image Attractive salary Total No of Respondents 30 20 50 100 Percentage (%) 30 20 50 100 Analysis :It can be analysed that out of 100 respondents .50% joined the organisation cause of the attractive salary offered by it.
Were you made comfortable during the interview? Concept: The concept of the Table is to know whether the employees were comfortable during the interview or not Table showing whether the employees were comfortable during the interview or not GARDEN CITY COLLEGE Page 62 . 8.RELIANCE FRESH LIMITED Graphical Representation Inference: It can be inferred that majority of the respondents were attracted by the salary offered by the organisation and very few were attracted by the corporate image of the company.
RELIANCE FRESH LIMITED Particulars Yes No Total No of respondents 80 20 100 Percentage (%) 80 20 100 Analysis: It is analysed that out of 100 respondents 80% were comfortable during the interview and 20% were not. This means RRL offers a pleasant ambience. Graphical Representation GARDEN CITY COLLEGE Page 63 .
Table showing how long the employees are working in the organisation Particulars 0-6months 6months -1year GARDEN CITY COLLEGE No Respondents 10 20 of Percentage (%) 10 20 Page 64 .How long have you been working here? Concept: The concept of the Table is to know how long the respondents are working here. 9.RELIANCE FRESH LIMITED Inference: It can be inferred that majority of the respondents were comfortable with the interview.
Graphical Representation GARDEN CITY COLLEGE Page 65 . followed by 20% between 6months -1year and the least is10% between 0-6months. followed by 25% between 1-2 years.This means employees are loyal towards the Company.RELIANCE FRESH LIMITED 1year-2years 25 25 45 100 More than 3 years 45 Total 100 Analysis: It can be analysed that out of 100 respondents 45% have worked for more than 3years.
What was the type of interview you went through your selection? Concept: The concept of the Table is to know the type of interview normally taken in the Organisation Table showing the type of interview normally taken by the organisation Particulars Formal Informal In-depth GARDEN CITY COLLEGE No respondents 50 10 40 of Percentage (%) 50 10 40 Page 66 . 10.RELIANCE FRESH LIMITED Inference: It can be inferred that majority of the workers are working in the organisation for more than 3 years which means they are satisfied with the job.
50% went through formal interview. Graphical Representation Inference: It can be inferred that at Reliance majority of the interviews in the GARDEN CITY COLLEGE Page 67 .40% went through in-de-depth interview and only 10% went through informal interview. This means that at RRL there is a formal work culture.RELIANCE FRESH LIMITED Total 100 100 Analysis: It can be analysed that out of 100 respondents.
RELIANCE FRESH LIMITED organisation are of formal nature and only very few interviews were taken informally. Particulars 1 2 Total GARDEN CITY COLLEGE No. respondents 70 30 100 Of Percentage (%) 70 30 100 Page 68 . Table showing the rounds of interviews attended by the respondents at the time of recruitment.How many rounds of interviews were conducted during your selection? Concept: The concept of the table is to know how many rounds of interviews are usually attended by the employees in the organisation. 11.
Graphical representation: Inference: It can be inferred that majority of the respondents mentioned they went through 1 round of interview. This means RRL strictly believes in choosing the right candidate for the right job.RELIANCE FRESH LIMITED Analysis: it can be analysed that out of 100 respondents. GARDEN CITY COLLEGE Page 69 . 70% of the respondents went through a single round of interview while 30% of the respondents went through the two rounds of interview.
RELIANCE FRESH LIMITED 12. Table showing the employee’s interest in the Training programs Particulars Yes No Total No respondents 70 30 100 of Percentage (%) 70 30 100 GARDEN CITY COLLEGE Page 70 .Are you interested in Training programs? Concept: The concept of the table is to know whether the employees are interested in training programs or not.
70% of the respondents were interested in Training programs conducted by reliance and 30% were not. Graphical Representation: Inference: It is inferred that majority of the respondents are interested in the Training programs conducted at reliance fresh. This means at RRL employees have an urge to learn more. GARDEN CITY COLLEGE Page 71 .RELIANCE FRESH LIMITED Analysis: it is analysed that out of 100 respondents.
This means that RRL is concerned about Training the employees and hence they like to arrange the Training sessions as per the feasibility of the employees.RELIANCE FRESH LIMITED 13. Particulars Weekdays Weekends Total No respondents 80 20 100 of Percentage (%) 80 20 100 Analysis: it is analysed that out of 100 respondents.What will be your feasible time of Training? Concept: the concept of the table is to know the feasible time of the respondents for training. 80% of the respondents preferred training during weekdays while 20% preferred Training during weekends. Table showing the feasible time of the respondents for Training. GARDEN CITY COLLEGE Page 72 .
GARDEN CITY COLLEGE Page 73 .RELIANCE FRESH LIMITED Graphical Representation: Inference: It can be inferred that majority of the respondents prefer to attend the Training programmes during weekdays.
GARDEN CITY COLLEGE Page 74 . This means at RRL employees are properly trained to deal with the customers.RELIANCE FRESH LIMITED 14. 70% of the respondents do not face conflicts with the customers while 30% of the respondents face conflicts with the customers. particulars Yes no Total No respondents 30 70 100 of Percentage (%) 30 70 100 Analysis: it can be analysed that out of 100 respondents.Are you facing conflicts with the customers? Concept: The concept of the table is to know whether the respondents are facing conflicts with the customers or not. Table showing whether the respondents are facing conflicts with the customers or not.
GARDEN CITY COLLEGE Page 75 .RELIANCE FRESH LIMITED Graphical Representation Inference: it can be inferred that majority of the respondents don not face conflicts with the customers at reliance .
Are you interested in retail based Training? Concept: the concept of the table is to know whether the respondents are interested in retail based training or not.RELIANCE FRESH LIMITED 15. This means RRL aims at giving proper Retail Based Training to its employees GARDEN CITY COLLEGE Page 76 . Table showing the interest of the respondents in retail based Training or not. particulars Yes no Total No respondents 100 0 100 of Percentage (%) 100 0 100 Analysis: it can be analysed that all the respondents are interested in retail based Training.
RELIANCE FRESH LIMITED Graphical Representation: Inference: it is inferred that all the respondents are interested in retail based Training. GARDEN CITY COLLEGE Page 77 .
Table showing the most preferable mode of Training for respondents. This means RRL has well-built infrastructure. Particulars Training calendar PPT Management games Lectures Total No respondents 20 25 30 25 100 of Percentage (%) 20 25 30 25 100 Analysis: it can be analysed that out of 100 respondents 30% respondents prefer management games followed by 25% prefer PPT and lecture sessions and the least preferred mode of Training is Training calendar.RELIANCE FRESH LIMITED 16.What is the most preferable mode of Training? Concept: the concept of the table is to know which mode of training is preferred by the respondents. GARDEN CITY COLLEGE Page 78 .
followed by PPT sessions and lectures. GARDEN CITY COLLEGE Page 79 .RELIANCE FRESH LIMITED Graphical Representation: Inference: it can be inferred that as a mode of Training management games is the most popular one.
The table shows whether the Training programs will help the respondents in performing better in their jobs or not. This means at RRL employees know the value of Training.RELIANCE FRESH LIMITED 17. Particulars Yes no Total No respondents 100 0 100 of Percentage (%) 100 0 100 Analysis: it can be analysed that the Training programs will help all the respondents in performing better in their jobs. GARDEN CITY COLLEGE Page 80 .Do you think Training programs will help you in better performing your job? Concept: the concept of the table is to know whether the training programs will help the respondents in performing better in their jobs or not.
GARDEN CITY COLLEGE Page 81 .RELIANCE FRESH LIMITED Graphical Representation: Inference: it can be inferred that all the respondents think that the training programs will help them perform better in their job.
➢ Most of the employees are loyal to the organization ➢ Employees at RRL have interest in training programs conducted by RRL ➢ At RRL there are well established Training Programs ➢ The number of female employees at RRL is very less GARDEN CITY COLLEGE Page 82 .RELIANCE FRESH LIMITED 6. It means that there is a proper source for recruiting candidates. ➢ It is found that half of the respondents were aware of the minimum score to be obtained in the test to be qualified for the next round. ➢ It has been found that the majority of the respondents joined the organization because of the attractive salary offered by it ➢ It was found that associates were comfortable during interview ➢ It has been found that mostly formal interviews are conducted Followed by in-depth interviews ➢ R-PAT Test conducted at RRL reveals the strengths and weaknesses of the individual candidates.1 FINDINGS: ➢ It is found that majority of the respondent came to know about the vacancy of the organization through newspaper. ➢ The effectiveness of the recruitment process at reliance retail ltd is satisfactory. ➢ There are no encouragements from the organization side for the referring candidates.
2 SWOT ANALYSIS STRENGTHS: • • • • • • • • Loyalty of the employees towards the Organization There is a proper source of Recruitment at RRL Well established Training Programs Attractive pay package Zero hiring cost as no tie up Rigorous pre hiring to understand aptitude retail organizations and personality of candidates Multiple screening rounds disable the chances of any kind of partiality thereby enabling best quality candidates only Proper reference checks to ensure that only efficient candidates are appointed WEAKNESSES: • • • • Lengthy pre offer formalities with consultants Huge employee turnover There is no encouragement from the side of the Organization to refer candidates The candidates are also not aware of the minimum scores to qualify for the next round OPPORTUNITIES: • • Campus recruitments Tie up with recruitment opportunities THREATS: GARDEN CITY COLLEGE Page 83 .RELIANCE FRESH LIMITED 6.
Among the employees of the organization awareness must be created about the training program The organization should focus on enhancing its corporate image The training sessions in the organization should be conducted according to the feasibility of the employees GARDEN CITY COLLEGE Page 84 . It should be smarter than the competitive sites. frequent and easy mobility for employees.Suggestions and Recommendations • • • • • • • • • More number of female members should be absorbed into the organization Recruitment should be done in a short period of time otherwise the candidate may lose interest and join another organization The company should take steps to make all the candidates aware of the minimum score to be obtained in the test to qualify for the next round Organization should introduce modern recruitment process like audio video technique Organizations can try for job fare The website is a recruitment brand. 7.RELIANCE FRESH LIMITED • Increasing number of players in retail sector creates ample choices.
A person should be more extroverts and at the same time should have patience to work in HR.CONCLUSION • • • • • It also gives the information about the introduction related to “employee welfare” and different types of welfare facilities are there in the organization It gives an overall theoretical view about the topic i.RELIANCE FRESH LIMITED 8.e. welfare facilities by the organization to their employees and how it is useful to them. Training is a very important aspect of an Organization. Reliance Retail Limited is a booming sector in the Retail industry. GARDEN CITY COLLEGE Page 85 .
com www.com GARDEN CITY COLLEGE Page 86 .By K.scribd.mbaclubindia.com www.Rao.Text and Cases-By V.P. Tata McGraw Hill Publications Human Resource Management. Aswathappa.RELIANCE FRESH LIMITED BIBLIOGRAPHY Reference books: • • Human Resource and Personal Management.ril. (3rd Edition). (2nd Edition) Excel Books Websites: • • • • www.google.S.com www.
RELIANCE FRESH LIMITED Questionnaire Name: Sex: a) male b) female Qualification: Designation: 1) How did you get to know about the vacancy at Reliance Fresh? a) Newspaper c) Advertisement b) Internet d) friend 2) How did you feel after the Recruitment interview? a) Extremely satisfied b) least satisfied GARDEN CITY COLLEGE Page 87 .
RELIANCE FRESH LIMITED 3) What was your pervious designation? a) Student c) Housewife b) unemployed d) job holder 4) Do you think R-PAT Test reveals your strength and weaknesses? a) Yes b) no 5) Were you aware of the minimum score to be obtained in the Test to be qualified for the next stage? a) Yes b) no 6) Did they explain the terms and conditions about the employment before joining? a) Yes b) no 7) What aspects helped you in deciding to join this Organization? a) Job security salary b) corporate image c) attractive 8) Were you made comfortable during the interview? a) Yes b) no 9) How long have you been working here? a) 0-6 months GARDEN CITY COLLEGE b) 6 months-1 year Page 88 .
RELIANCE FRESH LIMITED c) 1-2 years d) more than 3 years 10) What was the type of interview that you went through during your selection? a) Formal interview depth interview b) informal interview c) in- 11) How many rounds of interviews were conducted during your selection? a) 1 b) 2 12) Are you interested in Training programs? a) Yes b) no 13) What will be your feasible time for Training? a) Weekdays b) weekends 14) Are you facing conflicts with the Customers? a) Yes b) no 15)Are you interested in Retail Based Training? a) Yes GARDEN CITY COLLEGE b) no Page 89 .
RELIANCE FRESH LIMITED 16) What is the most preferable mode of Training? a) Training calendar c) Management games b) PPT d) lectures 17) Do you think Training programs will help you in better performing your job? a) Yes b) no 18) Your suggestions on the recruitment and Training strategies at Reliance Fresh: GARDEN CITY COLLEGE Page 90 .
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