QUALITATIVE

MARKET

RESEARCH

(RESEARCH PROPOSAL)
FOR RELIANCE RETAIL By Santosh Eeti PGP-2 2012PGP108

CONTENTS: 1. 2. 3. 4. 5. 6. 7.
8.

Introduction Consumer purchase pattern and preference Research problem Qualitative technique/s to be used for obtaining data Rationale for choosing a particular technique/s Detailed guide with relevant questions to facilitate data collection Plan for carrying out analysis of data Expectations from the study

INTRODUCTION: With a vision to generate inclusive growth and prosperity for farmers, vendor partners, small shopkeepers and consumers, Reliance Retail Limited (RRL), a subsidiary of RIL, was set up to lead Reliance Groups foray into organized retail. Since its inception in 2006, Reliance Retail Limited (RRL) has grown into an organization that caters to millions of customers, thousands of farmers and vendors. Based on its core growth strategy of backward integration, RRL has made rapid progress towards building an entire value chain starting from the farmers to the end consumers. Reliance Retail continued to expand presence of its value and specialty formats. During the year, Reliance Retail opened 90 new stores spanning across 'value' and 'specialty' segments. In-store initiatives, wider product choice and value merchandising enabled the business to achieve robust growth during this period. Its presence in the optics business is in partnership with Grand Vision. 51 new stores were added during FY-11 taking the total presence to 100 stores across key markets in the country. The retail chain offers single brand optical products including Vision Express frames, lenses, contact lenses, sunglasses, solutions and accessories. For the very first time, consumers in India got the opportunity to experience Hamleys, which is considered to be the world's most wonderful toy shop. The brand was launched in India with opening up of 2 stores during the year. iStore by Reliance Digital is a one-stop-shop for all Apple products and services. There are 17 such stores currently operational. Reliance Brands also announced exclusive licensing arrangement with two leading international brands:

Steve Madden, a leading designer, wholesaler and retailer of fashion-forward footwear and accessories for women, men and children. Quiksilver, a leading outdoor sports lifestyle company to launch their core brands 'Quiksilver' and 'Roxy'.

Across India, Reliance Retail serves over 2.5 million customers every week. Its loyalty programme, "Reliance One", has the patronage of more than 6.75 million customers. CONSUMER PURCHASE PATTERN AND PREFERENCE: A study conducted by Foreseegame.com and Microsec Capital suggests that the current shopping habits have been inclined towards modern retail and online shopping rather than traditional corner shops. The break-up percentages for different channels along with the preferences are as shown in the pie-charts below:

RESEARCH PROBLEM: As it is evident from the above data that the current consumers are inclined towards modern retail, the research problem in case of Reliance Retail is to find out the reasons for sub-par performance of Retail business of Reliance though it has a wide reach than any other player w.r.t. number of stores in India. QUALITATIVE TECHNIQUES TO BE USED FOR OBTAINING DATA 1. In-depth Interview 2. Focused Group Discussion RATIONALE FOR CHOOSING PARTICULAR TECHNIQUES 1. In-depth Interview Reliance Retail has got both value and specialty stores which makes it important to interview both customers belonging to mass segment and niche segment Since the opinions of niche customers can vary from individual to individual, it is necessary to gather a rich database of information regarding their attitudes, behavior and awareness about Reliance Retail Reliance Retail has got specialty stores especially for the target market of niche segment where it can effectively cater to their wants and provide more value than other player In-depth Interviews helps in free-expression of thoughts about a particular product or In-store experience esp. by the customer belonging to the niche segment which should be captured for the betterment of current facilities This technique serves the dual purpose of collection of rich data and accuracy or relevance to the future strategy for Reliance Retail

2. Focused Group Discussions In order to get insights from the customers belonging to the mass segment Mass segment can include middle income group and those either high or below almost close to this group Since Indian market heavily depends upon the needs and wants of the mass segment , their valuable opinion through a group of 8-10 can be accurate enough for Reliance Retail to guide for its future strategy Focused Group Discussions also tend to act as brain-storming sessions where the target segment can ideate for possible betterment of current Reliance stores either in the form of ambience, increasing product portfolio or justifying the mush needed change in the current form of Reliance Retail

Since the incomes of the Indian middle class have been rising, they are becoming more vocal in putting forth their opinions , so, focused group discussion acts as the best platform to express themselves

DETAILED GUIDE WITH RELEVANT QUESTIONS TO FACILITATE DATA COLLECTION

1. In-depth Interviews: The main essence in this technique is put the focus upon the experience narrated by the customer belonging to niche segment. It should be seen that it comes as a story with all the necessary answers for the following list of questions: a. Why do you prefer Reliance mart for shopping? b. What do you generally purchase while shopping in Reliance Retail stores? c. How do you judge the quality and reliability of a product while shopping at Reliance Retail stores? d. Do you enjoy shopping in the ambience provided by all the Reliance Retail stores? If not, any specific reasons for the same. e. Do you shop alone or with your family? If yes, what makes you to bring your family along with you to Reliance Retail stores? f. Do you think the prices in these stores are reasonable enough with respect to the value provided to you as a customer? g. If not, why do you feel that way? h. Are the sales representatives serving your every need in an efficient manner? i. If not, can you narrate what happened last time when you went to a Reliance Retail store? j. Do you think our retail stores serve your wants better than online shopping? k. If not, can you please explain what do you think that lacks in our stores? l. Is your last experience at Reliance Retail store enriching enough to make a difference in your everyday life? m. Can you talk us through your experience which you can remember when the last time you did visit a Reliance Retail store? n. Do you want any International brand that needs to have its products lined up in every Reliance store across the country? o. What makes you visit the same store second time when you want to purchase? p. Do you suggest the Reliance Retail stores to any of your friends or peer group? q. Does Reliance Retail add to your style statement? r. Does it enhance your image in the society while you shop? s. Tell us three emotional components that are highly satisfying with Reliance Retail stores

t. Tell us three functional components that are highly satisfying with Reliance Retail stores?

2. Focused Group Discussion: In this technique, it is to be taken care that only one question at a time is asked to the group of 8-10 participants. The group size is optimal as lower than this size could be dominated by one member and higher than this size can become too random or haphazard. Since this technique is used to leverage the insights from mass segment who are more concerned about value, the questions need to be tweaked as given below with the group allowed to discuss and ideate if possible. Generally, the time for group discussion should not be more than 2 hours as it can become boring. a. b. c. d. e. f. g. Where do all of you shop for everyday purchase? What makes you to shop or not to shop at Reliance Retail stores? How effectively are Reliance Retail stores serving your daily purpose? Do you think the Reliance Retail stores are better or not better than online shopping? Do you think Reliance retail stores add value or dont add value to you when compared to other stores of the same format? What do you think about the customer loyalty program Reliance One that Reliance Retail stores have? Please try to narrate your experiences at Reliance retail stores with detail to specific things that are still fresh in your memory the last time you did visit one of Reliance Retail stores. Do you discuss or suggest Reliance Retail stores to your friends or peer group after the shopping experience at Reliance Retail? If you want any changes in the current stores, what could they be?

h. i.

PLAN FOR CARRYING OUT ANALYSIS OF DATA: 1. Theoretical Segmentation: In both in-depth interviews and focused group discussions, the ideas or reasons that have emerged out of them as a result should be recorded and noted after the end of each process. The quality of information that has been recorded during the process needs to be substantiated so that it makes a logical connect with the ideas or reasons that have emerged as a result. These ideas or reasons along with the supported information will enhance the outcomes of the study

2. Methodical Segmentation: It is to minimize the error in interpreting the results whereby if one of the above processes has been out of track with respect to answers to the asked question or swept off with just mere silence. By segmenting the ineffective in-depth interviews and focused group discussions from those that are highly fruitful, the error in interpreting the end results could be minimized.

EXPECTATIONS FROM THE STUDY: If the study has been conducted as per the above guidelines, the following outcomes can be expected out of it: 1. Reasons why the target market are not highly using Reliance Retail stores? 2. Ideas, if implemented, that can leverage the strong chain of stores across the country 3. Detailed reasons of Reliance Retail stores sub-par performance w.r.t every state of India as the study is customized to every state which has got presence of Reliance Retail 4. Strategy to effectively target the target segment and make them aware of the muchwanted value for the price paid 5. Limitations of the study and requirements for another study 6. Future timeline when the next study has to be conducted