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CHAPTER-1

INTRODUCTION
 OBJECTIVES OF THE STUDY
 SCOPE OF THE STUDY
 RESEARCH METHODOLOGY

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OBJECTIVES OF THE STUDY
The major objective of this research is to study consumer buying behaviour towards RELIANCE
MART and BIG BAZAAR. The following sub-objectives are focused on the present research in
order to carry out this broader objective:
 To know about the retail industry.
 To know customer walk-in at stores.
 To know the awareness of the customers towards RELIANCE MART and BIG
BAZAAR.
 To know whether the customers are satisfied with the given services by RELIANCE
MART and BIG BAZAAR.
 To know the effectives of the promotional activities done by RELIANCE MART and
BIG BAZAAR.

SCOPE OF THE STUDY


This project helped me to have an insight of the customer behaviour towards RELIANCE MART
and BIG BAZAAR. It was more about live project and i was able to understand different aspects
with regards stores. With the help of this report company could find out the challenges ahead
because the study is based on the survey conducted with the help of questionnaire which was
consisted of the questions related to consumer expectations towards retail stores.

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RESEARCH METHODOLOGY
Research is a process of systematic study or search for any particular topic, subject or area of
investigation, backed by the collection, compilation and presentation of relevant details or data.
Research is a common parlance refers to search for knowledge. It is an art of scientific
investigation. There are some characteristics of research methodology: Research is directed
towards the solution of a problem. It may attempts to answer a question or to determine the
relation between two or more variables.
Research involves gathering of new data from primary of first hand source or using existing data
for new purpose. Research is based on observable experience or empirical evidence. So the
success of any study calls for the development of most efficient plan for gathering the desired
information. Therefore a properly defined research methodology is a prerequisite for carrying out
the successful research which in turn demands clear objectives.

OBJECTIVES OF RESEARCH
 To verify and/or to test the existing facts and theories and to improve the knowledge
pertaining to these so as to be able to handle situations and events.
 To add knowledge to human beings regarding the social life, environment. Scientists
and/or researchers have built up wealth of such knowledge through their research
findings on various types of phenomenon observed.
 To develop new theories, concepts or tools for study of unknown phenomenon.
 To bring to limelight, information that could have never been brought to knowledge
under normal course. E.g. discovery of new uses of old products through market research.

TYPES OF RESEARCH
The basic types of research are as follows:
Descriptive vs. Analytical: Descriptive research includes survey and fact finding enquires of
different kinds. In analytical research, on the other hand, the researcher has to use facts or
information already available, and analysis these to make a critical evaluation of the material.
Applied vs. Fundamental: Research can either be applied or action Research or fundamental to
basic or pure research. Applied research aims at finding a solution for an immediate problem

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facing a society or a business Organization where as fundamental research mainly concerned
with Generalizations and with the formulation of the theory.
Quantitative vs. Qualitative: Quantitative research is based on the Measurement of quantity or
amount. It is applicable to phenomena that can be expressed in terms of quantity. Qualitative
research, on the other hand, is concerned with qualitative phenomena, i.e. phenomena
Conceptual vs. Empirical: Conceptual research is that related to some ideas or theory. It is
generally used by philosophers and thinkers to develop new concept or to reinterpret existing
ones.
Some other types of researches: All other type of research are variations of one or more of the
above stated approaches, based on either the purpose of research or the time required to
accomplish research, on the environment in which research is done or on the basis of some other
similar factors.

Methods of data collection


There are mainly 2 types of methods of data collection
1) PRIMARY SOURCES
(a) Observation
(b) Interview
(c) Questionnaire
(d) Experimentation
(e) Simulation

2) SECONDARY SOURCES
(a) Internal sources
(b) External sources
 Personal sources
 Public sources

Primary sources of data collection


Primary source means first hand sources or original sources at the hand of the researcher, which
is not collected previously. These are the original information collected for the first time. Such
data facilitate original investigations and observations, leading to useful and valuable results.
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Observation involves gathering of data pertaining to a given research either by viewing or
listening or both. This is one of the cheapest and more effective techniques of data collection.
Interviewing means conversation between the researcher and the respondent directly. The most
confidential information can be obtained by this method. It helps probing into the problem
deeply and to get correct answers to the same, and to get clarification for many replies containing
relevant information.
Questionnaires and schedules involve collecting data by getting questionnaires completed by
respondents. A questionnaire is a form of formulated series of questions related to a survey or a
research study. Questionnaire can be defined into two categories:
Structured questionnaire
Unstructured questionnaire
A schedule is a tabulated statement of details.
Experimentation involves study of independent variables under controlled conditions for
evaluating their effect on a dependent variable. It is a basic ingredient of the research process
which is popular in the physical sciences for a long time because of the possibility of laboratory
experiments.
Simulation means creation of an artificial condition similar to the real life situations. It is
defined as the exercise of a flexible imitation of processes and outcomes for the purpose of
clearing or explaining the underlying mechanism involved.

Secondary sources of data collection


Secondary source refers to the information, generally collected by persons other than researchers
for other purpose and not the purpose involved in the given research project work.
Internal sources: This represents data already available with a research institute or a company.
Such data is routinely collected by a company for its own use, guidance etc.
External sources: This usually consists of data/information collected by individuals. The
individual collects information about society etc. it for his own self. Many people indulge in such
activities. It includes:
 Personal sources: Data from personal sources like autobiographies, diaries, letters and
memories proves very useful to get a better account of various things. It also throws light
on different social phenomenon.

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 Public sources: These usually do not deal with individuals but are more concerned with
issues; hence called public. These are also classified into published records and
unpublished records.

RESEARCH DESIGN
The design of the research plan determines the tools and techniques that are employed for
conducting marketing research. The present study involved descriptive research as the problem is
clearly defined.

FACTORS AFFECTING RESEARCH DESIGN


The following factors affect the design of research:
 Availability of scientific information
 Availability of sufficient data
 Availability of time
 Proper exposure to the source of data
 Availability of money
 Availability of manpower
 Effect of various internal and external variables on the research project.
 The ability, skill, knowledge and technical background of the researcher.

SAMPLING PLAN
It is not possible to examine every item in the population hence interferences is drawn about a
large numbers of items possessing a particular attribute based on based analysis of fraction of
such items. It is called a sample.
It involves decisions regarding:
1) Sampling unit: (who are to be surveyed?) the sampling unit for this project consists
managers, supervisors, & workers of the company. Primary information has been collected
from people who regularly use energy meters.

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2) Sample size: (how many should be surveyed?) it includes the number of sampling unit
selected from the population for investigation. The sample size must be optimum or
adequate. The sample size taken of 100 respondents.

Sample Procedure: The sampling procedure consists of:


Probability or random sampling: It is one in which each and every unit of the population has
an equal chance of being selected into the sample.
Non-probability or non-random sampling: In this the chance of including an elementary unit
of population in the sample cannot be determined and hence they do not lend themselves to a
statistical treatment and analysis.

Type of research used in the study


In this study we have used the analytical research methods. This study is done by conducting
survey and side by side using some information that has already available.

Method of data collection used in the study


Data is collected through primary source i.e. Questionnaire to know what kind of services
outlets currently providing. Sample will be selected from the population of Faridabad using the
simple random method questionnaire will be prepared and used, which meets the requirements of
project title for conducting survey. Survey will be conducted through personal interview.

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CHAPTER - 2
REVIEW OF LITERATURE

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CONSUMER BUYING BEHAVIOUR
The main aim of marketing is meet and satisfy target customers need and wants buyer behaviour
refers to the peoples or organization conduct activities and together with the impact of various
influence on them towards making decision on purchase of product and service in a market. The
field of consumer behaviour studies how individuals, groups and organization select, buy, use
and dispose of goods, service, ideas, or experience to satisfy their needs and desires
understanding consumer behaviour and knowing customer are never simple, The wealth of pro
duets-and service produced in a country make our economy strong. The behaviour of human
being during the purchase is being termed as "Buyer Behaviour". Customer says one thing but do
another. They may not be in touch with their deeper motivations. They are responding to
influences that change their mind at the last minute. A buyer makes take a decision whether save
or spend the money.
The main aim of marketing is meet and satisfy target customers need and wants buyer behaviour
refers to the peoples or organization conduct activities and together with the impact. of various
influence on them towards making decision on purchase of product and service in a market. The
field of consumer behaviour studies how individuals, groups and organization select, buy, use
and dispose of goods, service, ideas, or experience to satisfy their needs and 6esires
understanding consumer behaviour and knowing customer are never simple. The wealth of
products and service produced in a

Country makes our economy strong. The behaviour of human being during the purchase is being
termed as “Buyer Behaviour”. Customer says one thing but do another. They may not be .in
touch with their deeper motivations. They are responding to influences that change their mind at
the last minute. A buyer makes take a decision whether save or spend the money.

Definition of Buyer Behaviour


Buyer behaviour is "all psychological, Social and physical behaviours of potential customers as
they become aware of evaluate, purchase, consume and tell others about product & service.

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Consumer Buying Decision Process
There are following five stages in consumer buying decision process.

1. Problem identification:
The buying process starts when the buyer recognizes a problem or need. The need can be
triggered by internal or external stimuli. Marketers need to identify the circumstances that trigger
a particular need. By gathering information from a number of consumers, Marketers can identify
the most frequent stimuli that spark an interest in a product category. They can then develop
marketing strategies that trigger consumer interest.
2. Information Search:
The consumer tries to collect information regarding various products/service. Through gathering
information, the consumer learns about completing brands and' their features. Information may
be collected form magazines, catalogues" retailers, friends, family members, business
association, commercial, chamber of commerce, telephone directory, trade fair etc. Marketers
should find out the source of information and their relative degree of importance the consumes.
Personal Sources:
Family, friends, neighbor, as quittances.
Commercial Source:
Advertising, .sales persons, dealers, packaging, displays.
Public sources:
Mass media,consumer, rating organizations.

Experimental sources
Handling. Examine, using the product

3. Evaluation of alternative
There is no single process used by all consumers by one consumer in all buying situations. There
is several First, the consumer processes, some basic concepts are: First, the consumer is trying to
satisfy need. Second, the consumer is looking for certain benefits from the product solutions. The
marketer must know which criteria the consumer will use in the purchase decision.

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4. Choice of purchasing decision
From among the purchase of alternatives the consumer makes the solution. It may be to buy or
not to buy. If the decision is to buy the other additional decisions are: Which types of parts he
must buy? From whom to buy a bike how the payment to be made? And so on. The marketer up
to this stage has tried every means to influence the purchase behavior, but the choice is properly
consumers. In the evaluation stage the consumer forms preferences among the brands in the
choice set. The consumer may also form an intention to but the most referred brand.
5. Post- Purchase Behaviors
After purchase the product, the consumer will experience the same level of product. The
Marketer’s job not end when the product is buying must monitor post-purchase satisfaction, post-
purchase action, post-purchase use and disposal Post purchase Satisfaction. The buyer’s
satisfaction is function-of closeness between the buyer, S expectation and the products Perceiver
performance. The larger the gap between expectation and performance the greater the consumer
dissatisfaction.
6. Post -purchase Action
The Consumer’s satisfaction or dissatisfaction with the product influence subsequent behavior. If
the consumer satisfied, he or she will exhibit a higher probability of purchasing the product
again. Dissatisfaction consumer may abandon and return the product.
7. Post-Purchase Use or Disposal:
The marketer should also monitor new buyers use and dispose of the product. If the consumer
store the product in a close, the product is probably not very satisfying. If the consumer throws
the product away, the marketer needs to know how they dispose of it; especially it can be hurt
the environment.

Characteristics of Buyer Behaviour


The chief characteristics of the buyers behaviours are as follow:-
It consists of mental and physical activities which consumers undertake to get goods and services
and obtain satisfaction from them.

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(1) It includes both observable activities such as walking through the market to examine
merchandise and making a purchase and mental activities-such as forming attitudes,
perceiving advertising material, and learning to prefer particular brands.
(2) Consumer behaviours are very complex and dynamic to constantly changing. And therefore,
management needs to adjust with the change otherwise market maybe lot.
(3) The individual’s specific behaviour in the market place is affected by internal factor, such as
need, motives, perception, and attitudes, as well as by external of environmental influences
such as family social groups, culture, economics and business influences.

Consumer: Buying Decision Process


There are following five stages in consumer buying decision process

1. Problem identification:-
The buying process starts when the buyer recognizes a problem or need. The need can be
triggered by internal or external stimuli. Marketers need to identify the circumstances that trigger
a particular need. By gathering information from a number of consumers, Marketers can identify
the most frequent stimuli that spark an interest in a product category. They can then develop
marketing strategies that trigger consumer interest.
2. Information Search:-
The consumer tries to collect information regarding various products/ service. Through gathering
information, the consumer learns about completing brands and their features. Information may be
collected form magazines, catalogues, retailers, friends, family
members, business association, commercial, chamber of commerce, telephone directory, trade
fair etc. Marketers should find out the source of information and their relative degree of
importance to the consumes. Personal Sources: Family, friends, neighbor, as quittances.
Commercial Source: Advertising, sales persons, dealers, packaging, displays. Public sources:
mass media, consumer, rating organizations.
Experimental sources: Handling. Examine, using the product.

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3. Evaluation of alternative:-
There is no single process used by all consumers by one consumer in all buying situations, There
is several First, the consumer processes, some basic concepts are:
First, the consumer is trying to satisfy need.
Second, the consumer is looking for certain benefits from the product solutions.
The marketer must know which criteria the consumer will use in the purchase decision.
4. Choice of purchasing decision:-
From among the purchase of alternatives the consumer makes the solution, It may be to buy or
not to buy, If the decision is to buy. The other additional decisions are:
Which types of bike he must buy?
From whom to buy a bike?
How the payment to be made? And so on.
The marketer up to this stage has tried every means to influence the purchase behavior, but the
choice is properly consumers. In the evaluation stage the consumer forms preferences among the
brands in the choice set. The consumer may also form an intention to but the most preferred
brand.
1. Post -Purchase Behavior:-
After purchase the product, the consumer will experience the same level of product. The
Marketer's job not end when the product is buying must monitor post-purchase satisfaction, post-
purchase action, post-purchase use and disposal.
 Post- Purchase Satisfaction:-
The buyer’s satisfaction is a function of closeness between the buyer, S expectation and
the products Perceiver performance. The larger the gap between expectation and
performance, the greater the consumer dissatisfaction.
 Post -purchase Action:-
The Consumer’s satisfaction or dissatisfaction with the product influence subsequent
behavior. If the consumer satisfied, he or she will exhibit a higher probability of
purchasing the product again. Dissatisfaction consumer may abandon and return the
product.

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 Post- Purchase Use or Disposal:-
The marketer should also monitor new buyers use and dispose of the product. If the
consumer store the product in a close, the product is probably not very satisfying. If the
consumer throws the product away, the marketer needs to know how they dispose of it,
especially it can be hurt the environment.

MAJOR FACTORS WHICH INFLUENCES THE BUYING BEHAVIOUR


OF CONSUMERS
Consumer behaviour is affected by a host of variables ranging from personal, professional needs,
attitudes and values, personality characteristics, social economic and cultural background, age,
gender, professional status to social influences of various kinds exerted a family, friends,
colleagues, and society as a whole. The combination of these factors help the consumer
indecision making further Psychological factors that as individual consumer needs, motivations,
perceptions attitudes, the learning process personality characteristics are the similarities, which
operate across the different types of people and influence their behaviour.
There are four major factors which influences on the buying behaviour of consumer.
1. Cultural factors
2. Social factors
3. Personal factors
4. Psychological factors

1. CULTURAL FACTORS:
Consumer behaviour cultural can be defined as the some total of learned belief, values and
customs that serve to guide and direct the consumer behaviour of all members of that society.
Cultural is learned through the following three ways:-

1. Formal learning
2. Informal learning
3. Technical learning

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Cultural is a most fundamental determinant person’s wants and behavior, the growing child
acquires a set of values, perceptions, preferences and behaviour, through his family and key
institutions.
2. SOCIAL FACTORS
Consumer behaviour is also influenced by such social factors as reference groups, family and
social roles and status.
3. PERSONAL FACTORS
Buyer's decisions are also influenced by personal characteristics, the buyers' age, lifecycle stages,
occupation, economic circumstances, lifestyle and personality and self- concept.
4. PSYCHOLOGICAL FACTORS
'Abraham Mallows' needs can be ranked in order of importance from the low biological needs to
the higher levels of psychological needs. MASLOW'S hierarchy of human needs make us
understand consumer motivation. It is useful, for the marketer who can identify what generic
level need this brand is capable fulfilling and accordingly position his brand up with relevant
marketing inputs. Brands such as food and clothes are bought to fulfill psychological needs.
PROBLEM DEFINITION
To know the best consumer buying behaviour and demand into the minds of consumer of
Faridabad city because always consumer say something and does something. There are many
companies manufacturing hydro into the market, at the same time as there are
many companies manufacturing hydro, idea about thinking of customer on whether, what, how,
and for whom to purchase the hydro. Therefore, research is required to measure present
consumer buying behaviour at the purchase of Hero Honda bike. So the researcher 'problem is to
identify what are the, criteria that prospective customer takes into consideration 'before buying
the motorcycles.
The main results of the study indicated that
1. First of all the age of purchasing a Bikes among young Indian has lowered in just few
years from 20-21 to 16-17.
2. Secondly, the factors underlying purchase of a Bike were found to be manufacturer,
market condition, and influential persons. For the choice of Dealer the factors were found
to be features and brand, Styling, Power

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Analyzing Consumer Market And Buyer Behaviour Buying Behaviour
 Complex Buying Behaviour: Complex buying behaviour involves a three-step process.
First the buyer develops beliefs about the product. Second he or she develops attitude about
the product. Third he or she makes a thoughtful choice. Consumers engage in complex buying
behaviour when they are highly involved in a purchase and aware of significant differences
among brands. This is usually the case when the product is expensive, bought infrequently,
risky and highly self –expressive.
 Dissonance-Reducing Buyer Behaviour: Sometimes the consumer is highly involved
in a purchase but sees little difference in brands. The high involvement is based on the fact
that the purchase is expensive, infrequent and risky. In this case the buyer will shop around to
learn what is available but will buy fairly quickly, perhaps responding primarily to a good
price or to a purchase convenience.
 Habitual Buying Behaviour: Many products are bought under .conditions of low
involvement and the absence of significant brand differences. There is good evidence that
consumer have low involvement with most low cost, frequently purchased product.
 Variety–Seeking Buying Behaviour: Some buying situations are characterized by low
involvement but significant brand differences. Here consumers often do' a lot of brand
switching. The market leaders and the minor brand in this product category have different
marketing .strategies.

SALES PROCEDURE
To carry outselling functions, it is important to have a qualified and experienced sale forces with
a leader who can plan organize, direct and control the selling job objectively. The salesman is an
extremely important link with consumer and the chain of distribution. It is some times said that
salesmanship is the other name of persuasion.

 Salesmanship guide
 Certain motto and guidelines for salesmen are being as how to satisfy the customers.
Guidelines for salesmen.

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 It is said "self yourself before you sell the product" so the above saying has meaning to
create your confidence in the mind of consumer to ensure sales.
 Your sincerity and capability in conversing is your performance for success.
 Over conversing never pays simple facts convince better.
 Remember consumer is more intelligent than you.
 Do not indulge in giving guarantees of wear and tear.
 You should predetermine in your mind item and size to be should to the consumer as per
stock.
 Your expertise is your success. Do not display your all varieties as per stock to the
consumer.
 Generally consumers have open mind. So you can diversify their mind to your
advantage.

MARKETING MIX STRATEGY FOR ATTRACTING CONSUMER


Marketing mix is the one of the major concepts in modern marketing. It can be defined as
marketing mix is the particular blend of controllable marketing variables that the firm uses to
achieve its objective in the target market. Now the question arises, what variables make up
consumer to buy product through marketing mix? There is actually a great number of marketing
mix variables. Fortunately they can be classified into few major groups. One of the most popular
classifications has been proposed by Mr. Cathy and is called the "four P's ": Product, Price, Place
and Promotion.
The consumers decision on the product quality feature, price, advertising budget, marketing
channels and other marketing variable for this target market make up its markets mix .the
marketing mix is the means by which the consumers gains and supports the competitive position
it seeks to occupy in the target market.
PRODUCT
This "P" of the marketing mix includes various variables related with product like quality of
product, features, brand name, style, packaging, etc.
Regarding the quality of the product of any companies, it can be said that the products are of
very high quality as these are manufacturing on the imported machines of latest technology by'
using the imported raw material of high quality. The main features of the product are that they

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are perfectly designed in the shape as specified by the consumers and they are highly durable.
The products of the companies are marketed under the name and style of their brand name and
enjoy an excellent reputation for quality in the market.

PRICING POLICY
Price denotes the value of a product or service express in the terms of money. It is a powerful
instrument to both, e.g. the buyer and seller, in the market place. In money, economy without
price there cannot be marketing. It is the only element in the marketing mix that creates sales
revenue. The other element are cost etc. since price is the source of income for the seller the
higher the price the seller can get for his products the greater are his profits. On the other hand,
when the price of the product is high, few consumers or users will have enough money to buy
and the market may greatly be reduced. Therefore, pricing is a dangerous and explosive
marketer's force. It must be used with great care. Prices of the products are being set in the
company by considering the following parameters:
1. Raw material input: The cost of raw material consumed per unit is approximately
calculated.
2. Commission cost: The total cost measured for the commission of raw material into
finished product is calculated and then profits are calculated including the rejection.
3. Competitor's policy: The main factors to be considered while setting the prices of the
product of the companies' competitors' policy in setting up their products prices and also
other quality of competitor's product is compared with the quality of the company’s
products.

SALES PROMOTION
To attract the consumers, sales promotion activities are considered essential; promotion by
definition is' persuasive communication. The message is arranged to facilitate the consumer
decision-making, Promotion message is one of the sources of information at disposal of buyer.
Firm may have the product 'package, it may have a fair price, but the people will not buy the
product if they have never heard of it. Sales do not take place automatically without marketing
communication. Sales promotion is the process of marketing communication involving

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information persuasive communication. The message is arranged to facilitate the customer
decision-making. Promotion message is one of the sources of information at disposal of buyers.
Firm may have the best product package, it may have a fair price, but the people will not buy the
product if they have never heard of it. Sales do not take place automatically without marketing
communication. Sales promotion is the process of marketing communication involving
information persuasion and influence important sales promotional activities are:
 Advertising
 Print and broadcast ads
 Motion pictures
 Posters and leaflets
 Display signs
 Audio -video material

PLACE
This is the fourth and last "P" of the marketing mix. It includes various channel of distribution,
marketing coverage, their locations, media of transports etc. to cover more target consumer the
network of sales is being widened by showroom and appointment of more distributors for
various footwear products.

CONSUMER FEEDBACK
It involves listening to customer's needs, it includes continuously monitoring market trends to
spot new needs. It is involves running focus groups to test color and style preferences and
confirms the preferences by carrying out surveys in shopping malls. It also includes listening to
the complaints to learn how to improve and service quality.
As the companies its strategy, it needs track the results and monitor the environment. Some
environments are fairly stable from year to year. Other environments evolve slowly in a fairly
predictable way. Still other environments change rapidly is unpredictable. Consumers always for
their benefit so companies should adopt such policy, which are helpful to consumers. The
consumer can count on one thing: that the environment and fashion can change any time when it
does companies should need the study of the consumer preferences want; and their capability in

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changing environment. A company's strategic fit with the environment will inevitably erode
because the market environment almost always changes faster than the company's7 -S's i.e.
shared values, Skills, Staff, System, Strategy, Structure and Style. Peter Ducker pointed out that
it is more important to do right things (being effective) than to do the right things (being
efficient).

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CHAPTER - 3
COMPANY PROFILE

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PROFILE

RELIANCE MART

Popular Brands of Reliance Mart are:

Zeppelin: Mens Shirts & Trousers Fizzy Babe: Ladies & Kids Girls
Kitaan Studio: Mens Shirts & Trousers Fizzy Babe: Ladies & Kids Girls
Blues & Khakis: Mens Trousers Zero Degree : Kids Boys
Paranoia: Mens Shirts & T-Shirts Soil: Mens Shirts
Chlorine: Mens Shirts Massa Bay: Mens Trousers &
Bermudas

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Reliance Retail Limited (RRL) is a subsidiary of Reliance Industries Limited, which is based in
Mumbai. RRL was set up in 2006 and marks the foray of the Reliance Group into organized
retail. RRL has been conceptualized to include growth for farmers, vendor partners, small
shopkeepers and consumers. It is based on Reliance’s backward integration strategy, to build a
value chain starting from farmers to consumers.

Reliance Retail Ltd. has a number of company-owned outlets along with a franchisee format that
would be in collaboration with Kirana shop owners. Its various divisions are:

 Reliance Mart
 Reliance Fresh
 Reliance Super
 Reliance Digital
 Reliance Trends
 Reliance Wellness
 Reliance Footprints
 Reliance Jewels
 Reliance Timeout

CRM POLICY OF RELIANCE MART

CRM policy of reliance mart can be divided into four major parts, namely;
1) Customer loyalty
2) Customer retention
3) Customer communication
4) Customer gratification

There exists a blanket customer relationship programme called the reliance one membership
programme for the purpose of maintaining customer loyalty. The membership programme is a
very simple one where a willing customer is required to fill a form giving personal information
and he gets a temporary card which will be made permanent after six months.

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On each purchase of rs.100 the customer gets one redeemable point on the production of card at
billing counter. The collected points can be redeemed in form of discounts on future purchases
on demand of the customer.
The customers also get the opportunity of availing four different kinds of insurance on the
payment of a nominal fee. For example a customer can get an accidental death insurance of rs six
lacs on the payment of rs.400 only.
Other forms of insurances are disability, hospitalization and home insurances. The members of
reliance one get the opportunity of taking part and winning prizes by the way of lucky draws on
regular intervals.
Customer retention policy implementation is at the tonal level. Generally each state is regarded
as a zone and the offers and discounts in a zone are not available in other zones. Such policy
helps reliance retail to understand and capture the local markets better.
The products which show improvement due to offers and discounts on them are repeated these
offers again so as to retain the sales of the customers who bought it the last time. Also such the
day’s best offers are constantly announced in the store making the regular customers aware about
them.
Maintaining a good store ambiance is also a part of customer retention policy of Reliance retail.
Clean and hygienic environment with properly and well spaced products along with a uniform
colour theme attracts the existing customers to the store again and again.
A fast billing system and good and easy grievance handling system which can be accessed thru
customer service desk and company website, ensures that customers feel satisfied with the store
management. Less harassment to customers means better customer retention.
Communication to existing customers takes the form of sms and e-mails, generally sent to
reliance one members. They get information about ongoing offers and also information and latest
news about their nearest stores and the company in general.

Another source of customer database is the information collected during the organizing of
special events in the stores. Customers participating in such events provide their contact
information which are also used in form of database for communication purposes. Thank you
and festive cards on special occasions are an innovative way of communicating with the
customers.

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Trained salespersons make customer gratification very easy. A simple thank you with a smile
goes a long way for the store to keep the customers happy. The special events organized by the
stores across India are also a way to gratify the customers by allowing them to play and win
prizes. Gift vouchers and discount coupons are an attraction for the customers and give them the
feel that the store cares about them and their money.
Local customers many a times make limited personal contacts with the store staff just like that
made at a Korana store and help the store to some extent to maintain a relationship with the
customers.

The implementation of the policies brings out certain limitations in them. Few major ones are
as follows: The personal contact numbers of reliance one members are open to tele marketing
calls from various marketers as they leak out of the reliance retail’s database, causing un
necessary harassment to customers. The customer communication policy is less followed in
small towns and cities and is more concentrated towards the metro cities.
There is a common crm policy for both reliance fresh and mart. This should not be the case as
both the stores offer different kinds of merchandize and generally attract different kinds of
customers.
Reliance retail generally delays the processing of permanent membership cards to those
customers who have not paid for such a card. Customers have been waiting for over three
months for their card. Those who have paid the nominal fee of rs. 50 get their permanent card
within 15 days but the rest who have optioned not to pay the fees do not receive the card until too
late.

25
Big Bazaar is the largest hypermarket chain in India.
Big Bazaar is a chain of hypermarket in India, which caters to every family’s needs and
requirements. This retail store is a subsidiary of Future group, Pantaloons Retail India Ltd. and is
an answer to the United States’ Wal-Mart. Big Bazaar has released the doors for the fashion
world, general merchandise.

3-C Theory: According to Kishore Biyani's 3-C theory, Change and Confidence among the
population is leading to rise in Consumption, through better employment and income. Big
Bazaar has divided India into three segments:

 India one: The Consuming class which includes upper middle and lower middle class
(14% of India's population).
 India two: The Serving class which includes people like drivers, household helps,
office persons, liftmen, and washermen (55% of India's population) and
 India three: The Struggling class (31% of India's population).

Schemes and innovations

Wednesday Bazaar

The concept of Wednesday Bazaar was promoted as 'Hafte Ka Sabse Sasta Din' (Cheapest
Day of the Week). Initiated in January 2007, the idea behind this scheme was to draw
customers to stores on Wednesdays, the day when consumer presence is usually less.
According to the chain, the aim of the concept was 'to give home makers the power to save
the most'.

26
Maha Bachat

The concept of 'Maha Bachat' (Mega Saving) was introduced in the year 2006 as a single day
campaign with promotional offers across the company outlets. Over the years, the concept
has grown to become a six-day biannual campaign. During the campaign, offers are given in
all the value formats including Big Bazaar, Food Bazaar, Electronic Bazaar and Furniture
Bazaar.

The Great Exchange Offer

Introduced on 12 February 2009, 'The Great Exchange Offer' allows customers to exchange
their old goods for Big Bazaar coupons. The coupons can be redeemed later for buying brand
new goods from Big Bazaar outlets across the nation.

Advertising campaigns and marketing initiatives


New logo

On the occasion of completion of ten years in the Indian retail industry (in 2011) Big Bazaar
came up with a new logo for the company with a tag line that says: 'Naye India Ka Bazaar'
(Market for New India). This replaces the earlier tag line: 'Isse Sasta Aur Kahin Nahin'

Advertising initiatives

Big Bazaar has launched a promotion drive covering the three prime media, television, print
and social media, to mark the launch of the new logo. The media campaign was developed
by Mudra Communications.

Big Bazaar Timeline

2001
Three stores launched within a span of 22 days in Kolkata, Bangalore and Hyderabad.
2002
ICICI Bank Card is launched. Food Bazaar becomes part of Big Bazaar with the launch of
the first store in Mumbai at High Street Phoenix.

27
2003
Enters Tier II cities with the launch of the store in Nagpur. Welcomes its 10 millionth
customer at its new store in Gurgaon
2004
Wins its first award and national recognition. Big Bazaar and Food Bazaar awarded the
country’s most admired retailer award in value retailing and food retailing segment at the
India Retail Forum. A day before Diwali, the store at Lower Parel becomes the first to touch
Rs 10 million turnover on a single day.
2005
Implementation of SAP and pilots a RFID project at its central warehouse in Tarapur.
Launch of a shopping program: the Big Bazaar Exchange Offer, inviting customers to
exchange household junk at Big Bazaar. Electronic Bazaar and Furniture Bazaar are
launched Big Bazaar and ICICI Bank launched ICICI Bank-Big Bazaar Gold credit card
program to reward its loyal customers.
2006
Mohan Jadhav set a national record at Big Bazaar Sangli with a Rs 137,367 shopping bill.
The Sangli farmer becomes Big Bazaar’s largest ever customer. Launches Shakti, India’s
first credit card program tailored for housewives. Navaras – the jewellery store launched
within Big Bazaar stores
2007
The 50th Big Bazaar store is launched in Kanpur. Partners with Futurebazaar.com to launch
India's most popular shopping portal Initiates the "Power of One" campaign to help raise
funds for the Save The Children India Fund. Pantaloon Retail wins the International Retailer
of the Year at US-based National Retail Federation convention in New York and Emerging
Retailer of the Year award at the World Retail Congress held in Barcelona.
2008
New section, Fashion@Big Bazaar, starts. Voted among the top ten service brands in the
country in the latest Pitch-IMRB international survey. Initiates the Mega Saving "Monthly
Bachat Bazaar" campaign, to provide deals on groceries and food items during the first week
of every month.

28
2009
Opens its second store in Assam at Tinsukia. Initiates Maha Annasantarpane program at its
stores in South India – an initiative to offer meals to visitors and support local social
organizations
Mahendra Singh Dhoni and Asin, youth icons of India, were chosen as the brand
ambassadors of Big Bazaar. Announced the launch of 'The Great Exchange Offer'. Formed a
joint venture with Hidesign to launch Holii, a new brand of handbags, laptop bags and other
accessories.
2010
Future Value Retail Limited is formed as a subsidiary to spearhead the group’s value retail
business through Big Bazaar, Food Bazaar and other formats. Wins CNBC Awaaz Consumer
Awards for the third consecutive year. Adjudged the Most Preferred Multi Brand Food &
Beverage Chain, Most Preferred Multi Brand Retail Outlet and Most Preferred Multi Brand
One Stop Shop Opens its third store in Kanpur at Z Square Mall. Vidya Balan was chosen as
the brand ambassador of Big Bazaar's Price Challenge exercise. Ranked six among the Top
50 Service Brands in India.
2011
Enters the rural wholesale and distribution business through 'Aadhaar Wholesale' store at
Kalol, Gujarat. Big Bazaar has come up a new logo with a new tag line: 'Naye India Ka
Bazaar'. 200th store opened in India. Future Group launched Foodhall – a premium food
destination across 10 metros in India. Entered into an agreement with Hindustan Unilever to
co-develop and co-brand bakery products, which would be sold exclusively at Big Bazaar
stores.
2012
Entered into a five-year multi-million dollar deal with Cognizant Technology Solutions for
IT infrastructure services that support Future Group's network of stores, warehouses, offices,
and data centers.

Big Bazaar , the flagship retail chain of the Future Group, is on the verge of achieving a unique
milestone in the History of World Retail by being the first hypermarket format in the globe to
rollout fastest 101 stores in a short span of seven years. Currently, Big Bazaar has 98 stores in

29
the country, including the recently opened store in Mysore on September 26th 2008. Further to
this, Big Bazaar will be opening three more stores in a single day i.e. 30th September 2008,
which will take the eventual count to 101 stores in the country. These three stores opening
shortly in Pune (Kalyani Nagar), Cuttack (Darga Bazaar) and Delhi (Rajouri Garden). Big
Bazaars journey began in October 2001, when the young, first generation entrepreneur Kishore
Biyani opened the countrys first hypermarket retail outlet in Kolkatta (then Calcutta). In the
same month, two more stores were added one each in Hyderabad and Mumbai, thus starting on a
successful sojourn which began the chapter of organized retailing in India. Speaking on this
momentous occasion and remembering the days of conceptualising the hypermarket idea Mr.
Kishore Biyani said, We initially decided to name the format as Bazaar because we had designed
the store keeping the Indian mandi style in mind. Since the size of the hypermarket was big than
an average mandis, the thought came to name it as Big Bazaar. However, we had freezed on the
punch line Isse Se Sasta Aur Achha Kahi Nahi much before we met the creative agency to design
the final logo of Big Bazaar. Though, Big Bazaar was started purely as a fashion format
including apparel, cosmetics, accessory and general merchandise, the first Food Bazaar format
was added as Shop-In-Shop within Big Bazaar in the year 2002. Today, Big Bazaar, with its
wide range of products and service offering, reflects the aspirations of millions of Indians. The
journey of Big Bazaar can be divided into two phases one pre and the other post January 26th,
2005, when the company rewrote the retail chapter in India, with the introduction of a never-
before sales campaign Sasbe Sasta Din. In just one day, almost the whole of India descended at
various Big Bazaar stores in the country to shop at their favourite shopping destination. Further,
what followed was the time and again rewriting of the Indian Retail experience, wherein
understanding of the Indian consumers reflected in the products and services offered, creating
innovative deals, expanding in the tier II and tier III towns, tying up with branded merchandise to
offer exclusive products and services to its customers. Big Bazaar is present today in 59 cities
and occupying over 5 million sq.ft. retail space and driving over 110 million footfalls into its
stores. The format is expecting the number of footfall in the stores to increase by over 140
million by this financial year. Over the years, Mr. Biyani for his vision and leadership, and Big
Bazaar for its unique proposition to its customers, have received every prestigious consumer
awards both nationally and internationally. Says Rajan Malhotra, President, Strategy &
Convergence, Big Bazaar, What is important in our journey is not the number of stores, but the

30
customers faith in us. Its the India and the Indians, which have helped us, reach this feat in such
a short time span and today our country is creating a history in the World organized Retail.
Rajan Malhotra, who is also the first employee of Big Bazaar, joining the organization in early
2001 adds, Since beginning, we have kept Big Bazaar as a soft brand, which reflects the India
and the Indianess. We believed in growing with the society, participating and celebrating all
regional and local community festivals, giving customers preferences above everything else.
Every Big Bazaar is a small family by its own and the head of the family Karta is the store
manager. Kishore Biyani, the CEO of the Future Group, has a vast understanding of the
consumers insight, has inculcated the habit of observing, understanding customers behaviour, in
every employee of the group. Future Group is confident of the Indian Retail Story. The Group
has not slowed down its expansion plans despite the fiscal woes in the economy present today.

31
CHAPTER – 4
DATA ANALYSIS
AND
INTERPRETATIONS

32
Q1. How often do you visit the store?

OPTIONS % OF RESPONDENTS
Once in a week 30
Twice in a week 20
Once in a month 20
Twice in month 25
Once in a year. 5
TABLE 4.1: Customer visits the store

% OF RESPONDENTS
once in a week twice in a week once in a month twice in a month once in a year

5%

25% 30%

20% 20%

FIGURE 4.1: Customer visits the store

INTERPRETATION:
The above diagram shows that 30% respondents visit the store once in a week, 20% respondents
visit the store twice in a week, 20% respondents visit the store once in a month, 25% of
respondents visit the store twice in a month, 5% of respondents visit the store once in a year.

33
Q2. What is your opinion about the customer services offered by the outlets?

OPINION % OF RESPONDENTS

Good 20
Average 50
To An Extent 25
Need To Be Improved 15
TABLE 4.2: Opinion about Customer Services offered

% OF RESPONDENTS
14%
18%
23% good

45% average
to an extent
needs to be improved

FIGURE 4.2: Opinion about Customer Services offered

INTERPRETATION:
The above diagram shows that 20% respondents says that Customers Services offered by the
outlets are good, 50% respondents says that Customers Services offered by the outlets are
average, 25% respondents says that Customers Service offered by the outlets are To An Extent
and 15% respondents says that Customers Service offered by th outlets Needs To Be Improved.

34
Q3. What is the main reason for coming to the store?

REASONS (RELIANCE MART) (BIG BAZAAR)


% OF RESPONDENTS % OF RESPONDENTS
Value of money 20 20
Discount 50 45
Product range offered 20 20
Saving of time 10 15
TABLE 4.3: Reasons for coming to the store

reliance mart big bazaar

50
45

20 20 20 20
15
10

value of money discount product range offered saving of time

FIGURE 4.3: Reasons for coming to the store

INTERPRETATION:
The above diagram shows that 20% of the respondents come to the store because of value of
money, 50% of the respondent come to the store because of discount, 20% of the respondent
come to store because of product range offered and 10% of the respondent come to store because
of saving of time in Reliance Mart while 20% of the respondent come to store because of value
of money, 45% of the respondent because of discount, 20% of the respondent because of product
range offered and 15% of respondent because of saving of time come to big bazaar.

35
Q 4. Distance covered while coming to store?

Distance covered (RELIANCE MART) (BIG BAZAAR)


% OF RESPONDENTS % OF RESPONDENTS
0-5 kms 20 25
5-10 kms 50 45
10-15 kms 25 15
More than 15 kms 5 15
TABLE 4.4: Distance covered while coming to the store

reliance mart big bazaar

50
45

25 25
20
15 15

0-5 km 5-10 km 10-15 km more than 15 km

FIGURE 4.4: Distance covered while coming to the store

INTERPRETATION:
The above diagram shows that 20% & 25% of the respondents covered 0-5 km distance while
coming to store, 50% & 45% of the respondents covered 5-10 km distance while coming to store,
25% & 15% of the respondents covered 10-15 km distance while coming to store and 5% & 15%
of the respondents covered more than 15 km while coming to RELIANCE MART and BIG
BAZAAR.

36
Q5. What medium of advertisement do you respond to?

MEDIUM (RELIANCE MART) (BIG BAZAAR)


% OF RESPONDENTS % OF RESPONDENTS
Magazine 5 8
TV ( local channel) 25 22
local newspaper 25 35
Radio 5 10
Relatives/ friends 40 25
TABLE 4.5: Medium of advertisement customer respond

reliance mart big bazaar

40
35

25 25 25
22

8 10
5 5

magazines tv local newspaper radio friends

FIGURE 4.5: Medium of advertisement customer respond

INTERPRETATION:
The above diagram shows that 5% & 8% of the customers responds for magazines, 25% & 22%
of the customers responds for tv, 25% & 35% for local newspaper, 5% & 10% for radio and 40%
& 25% for friends on RELIANCE MART and BIG BAZAAR.

37
Q6. What rating will you give to your preferred store?

RATING ( RELIANCE MART) ( BIG BAZAAR )


% OF RESPONDENTS % OF RESPONDENTS
Average 20 15
Very good 50 30
Excellent 20 30
Can’t say 20 25
TABLE 4.6: Rating to your preferred store

60

50

40

30 reliance mart
big bazaar
20

10

0
average very good excellent can't say

FIGURE 4.6: Rating to your preferred store

INTERPRETATION:
The above table shows that 20% of the respondents rating average to preferred store, 50% of the
respondents rating very good to preferred store, 20% of the respondents rating excellent to
preferred store and 20% of the respondents rating to preferred store can’t say of RELIANCE
MART while 15% of the respondents rating average to preferred store , 30% of the respondents
rating very good to preferred store, 30% of the respondents rating excellent to preferred store and
25% of the respondents rating can’t say to preferred store of big bazzar.

38
Q7. Which section of the store does you like the most?

OPTION ( RELIANCE MART) ( BIG BAZAAR )


% OF RESPONDENTS % OF RESPONDENTS
Home Ware 20 15
Household 50 30
Kids 20 30
Jewel mart 5 5
Food mart 15 20
TABLE 4.7: Section of the store like most

reliance mart big bazaar

50

30 30
20 20 20
15 15
5 5

home ware household kids jewel mart food mart

FIGURE 4.7: Section of the store like most

INTERPRETATION:
The above diagram shows that 20% of the respondents like the household section most, 20% of
the respondents like the kids section most, 5% of the respondents like the Jewel Mart section
most and 15% of the respondents like the Food Mart section most of RELIANCE MART while
15% of the respondents like the like the household section most, 30% of the respondents like the
household section most, 30% of the respondents like the kids section most, 5% of the
respondents like the Jewel Mart section most and 20% of the respondents like the food mart
section most of Big Baazar.

39
Q8. What is the amount of expenditure you spend in these stores each time?
OPTION ( RELIANCE MART) ( BIG BAZAAR )
% OF RESPONDENTS % OF RESPONDENTS
Less than Rs.1000 25 28
Rs. 1000-Rs. 2000 15 12
Rs. 2000-Rs. 3000 10 14
Rs 3000-Rs.4000 20 16
Rs 4000-Rs 5000 15 12
Rs. 5000-Rs. 6000 10 13
More than Rs.6000 5 5
TABLE 4.8: Amount of expenditure spend in this store

30

25

20

15

10 reliance mart
big bazaar
5

FIGURE 4.8: Amount of expenditure spend in this store

INTERPRETATION:
The above diagram shows that 25% of the respondents expend less that Rs.1000, 25% of the
respondents expend Rs. 1000-Rs. 2000,10% expend Rs 2000-Rs 3000,20% expend Rs.3000-
Rs.4000, 15% expend Rs.4000-Rs.5000, 10% expend Rs.5000-Rs.6000 and 5% expand more
than Rs.6000.

40
Q9. How do you feel about the sales persons and promoters?

OPTION ( RELIANCE MART) ( BIG BAZAAR )


% OF RESPONDENTS % OF RESPONDENTS
Outstanding 10 20

Excellent 20 20

Good 40 35

Average 30 25

TABLE 4.9: Feel about the sales persons and promoters

45

40

35

30

25
reliance mart
20 big bazaar

15

10

0
Outstanding Excellent Good Average

FIGURE 4.9: Feel about the sales persons and promoters

INTERPRETATION:
The above diagram shows that 10% & 20% of sales persons and promoters feel outstanding,
20% & 20% of sales persons and promoters feel excellent, 40% & 35% feel good and 30%
&25% of sales persons and promoters feel average of RELIANCE MART and BIG BAZAAR.

41
Q10. Are you satisfied with the product?

OPTION ( RELIANCE MART) ( BIG BAZAAR )


% OF RESPONDENTS % OF RESPONDENTS
Yes 70 65

No 30 35

TABLE 4.10: Customers Satisfied with the product

80

70

60

50

40 reliance mart
big bazaar
30

20

10

0
yes no

FIGURE 4.10: Customers Satisfied with the product

INTERPRETATION:
The above diagram shows that 70% & 65% customers satisfied with the product of RELIANCE
MART and BIG BAZAAR and 30% & 35% customers are not satisfied with the product of
RELIANCE MART and BIG BAZAAR.

42
CHAPTER-5
RECOMMENDATIONS
AND
CONCLUSIONS

43
LIMITATIONS
 The study was conducted in very general way as no other variable such as their education
level, occupation and sex.
 Some respondents replied half heartedly.
 Research work was carried out in one District of Faridabad only the finding may not be
applicable to the other parts of the country because of social and cultural differences.
 The sample was collected using connivance-sampling techniques. As such result may not
give an exact representation of the population.
 Shortage of time is also reason for incomprehensiveness.

RECOMMENDATIONS
 Various schemes and offers can be provided to them and attract new customers.
 Number of cash counter needs to be increased keeping in view traffic.
 Quality in products should be increased upto mark. Company need to spend a lot on
advertising and promotion to create brand image of its product. Make frequent
advertisement in both print and electronic media. Making stalls in corporate mela like
trade fair may be beneficial to create brand image of its product.
 Need to provide additional offer and discount as per customer requirements. Need to
include varieties of similar item. Provide more discount on FMCG products. Provide
better customer service. Maintain proper display to create impulse .(it is assume that
near about 70%of sales comes from impulse marketing and if proper display is not
maintained impulse cannot be created). Better if we provide filtered information
about big bazaar.

44
CONCLUSION
After completing this research we come to know that big bazaar is ahead of Reliance Mart
because of its prime location and higher product range. Advertising, customer satisfaction is an
important factor of getting sales promotion. After viewing the company’s advertisement a
significant proportion think of buying the company product.
The consumer preferences are changing and they are moving from traditional kirana stores to
modern retail outlets. It’s the main challenge to the modern retail outlets to attract the customers
towards them from that of competitors.

45
BIBLIOGRAPHY

46
BIBLIOGRAPHY

BOOKS

 Johnson & Scholars, "Exploring Corporate Strategy", Prentice Hall of India, New Delhi,
4th Edition , 2008.
 Kotler Philip, "Marketing Management" Prentice Hall of India ,New Delhi, 4th Edition ,
2006,
 Wilson & Gilligan, "Strategic Marketing Management" Viva Books Private Limited,
New Delhi, 6th Edition, 2008.
 kothari C.R., research methodology, new age publication house, New Delhi, (5nd
edition), 2004.

WEBSITES

 www.reliancemart.com
 www.bigbazaar.com
 www.strategy-business.com

47
ANNEXURE
 QUESTIONNAIRE

48
QUESTIONNAIRE

Q1. How often do you visit the store?


 Once in a week
 Twice in a week
 Once in a month
 Twice in month
 Once in a year.

Q2.Are you satisfied with the customer service offered?


 Good
 Average
 To an extent
 Need to be improved.

Q3. Main reason for coming to the store?


 Value of money
 Discount
 Product range offered
 Saving of time

Q4. Distance covered while coming to store?


 0-5 kms.
 5-10 kms.
 10-15 kms.
 More than 15 kms.

49
Q5. What medium of advertisement do you respond to?
 Magazine
 TV (local channel )
 Local news paper
 Radio
 Relative /friends
 Visuals

6. How much rating will you give to this store?


 Average
 Very good
 Excellent
 Can‘t say

Q7.Which section of the store does you like the most?


 Home ware
 household
 kids
 jewel mart
 Food mart.

Q8.What is the amount of expenditure you spend in these stores each time?
 Less than Rs. 1000
 Rs. 1000 – Rs. 2000
 Rs. 2000 – Rs. 3000
 Rs. 3000 – Rs 4000
 Rs. 4000 – Rs 5000
 Rs. 5000 – Rs 6000
 more than Rs. 6000

50
Q9. How do you feel about the sales persons and promoters?
 Outstanding
 Excellent
 Good
 Average
 Bad

Q10. Do you feel that stores provide you value for money?
 Yes
 No

51