A Project Report

On
“A STUDY ON SALES PROMOTIONS AND CUSTOMER SATISFACTION AT
RELIANCE JEWELS”.

By
Name:CHETAN BANDOJI
USN:1DS17MBA20
Submitted to
DAYANANDA SAGAR COLLEGE OF ENGINEERING
DEPARTMENT OF MANAGEMENT STUDIES
In the partial fulfillment of the requirement for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
Under the guidance of

INTERNAL GUIDE EXTERNAL GUIDE

Dr.CHAKRAPANI GOPAL Mr.SIBIN VITHAYATHIL
Associate Professor, HUMAN RESOURCE
Department Of Management Studies RELIANCE JEWELS.
DSCE, Bangalore.

Department of Management Studies

Dayananda Sagar College Of Engineering
Kumarswamy Layout, Bangalore-560078
(Batch 2017-2019)
Certificate from Company
 DECLARATION

I , Samuvel R , bearing USN no. 1DY17MBA23 ,hereby declare that the report entitled is prepared
and submitted to Department of Management Studies, DSCE, affiliated to Visvesvaraya
Technological University, Belgaum in Partial Fulfillment of the MBA program in the semester
IV(batch 2016-2019) by me, under the guidance of Dr RAJU GUNDALA, Associate Professor,
Department of management studies, and Mr. Shyam venkat.

I confirm that this report truly represents my work undertaken as a part of my MBA project
program. This work is not a replication of work done previously by any other person.

I also confirm that the contents of the report has not been submitted earlier to any other institute
for any degree or diploma.

Date: SAMUVEL R

Place: Bangalore (1DY17MBA23)

 ACKNOWLEDGEMENT

A project is an opportunity in a management student’s career where he can acquire invaluable

knowledge as to how an organization actually functions and the process of the work. The
satisfaction that accompanies the successful completion of any task would be incomplete without
mentioning the people who made it possible, whose able consistent guidance and encouragement
crowned my efforts with success.

Firstly, I would like to express my sincere thanks to our respected Principal, Dr. C P S
PRAKASH, Dayananda Sagar College of Engineering, Bangalore for giving me an opportunity
to undertake this internship. I am grateful to our PG-Director, Dr. A. SRINIVASAN, Dayananda
Sagar College of Engineering, Bangalore for his continuous support. I thank our respected Head
of the Department, Dr. K.G. HEMALATHA, Department of Management Studies, Dayananda
Sagar College of Engineering, Bangalore, for motivating me to gain the learning experience
through this project.

I am grateful to my project guide Dr CHAKRAPANI GOPAL, Associate Professor,

Department of Management Studies, Dayananda Sagar College of Engineering, Bangalore,
for his constant support and inspiration throughout the project and for her encouragement,
suggestions and guidance to complete this project successfully.

I express my sincere and hearty thanks to Mr. SIBIN VITHAYATHIL, Bangalore for his
suggestion and encouragement given to pursue this project successfully.

Last but not the least, I am grateful and thankful to my beloved Parents and all of my friends for
their moral support and suggestions and encouragements.

CHETAN BANDOJI
1DS17MBA20
 EXECUTIVE SUMMARY

Reliance Jewels is a part of the Reliance Industries a conglomerate holding company which was
started by Dhirubhai Ambani. The corporation has its presence in petroleum, retail, textiles, media,
telecommunications, natural gas, petrochemicals domain before foraying into Jewelry business in
India.

The Reliance Industries forayed into the production of fine jewelry during 2007. Today, Reliance
Jewels are one of the leading jewellers in India which has a chain of retail stores spread across
various locations in India.

The product collections include traditional as well as the modern contemporary form of jewelry
pieces and solitaires. The ornamental collections are guaranteed for purity and quality. The stores
showcase a wide range of polki, temple designs, kundan, filigree.

As a MBA student I got the opportunity to do internship in this company. This internship is part
of my MBA program and this was done for the period of 8 weeks.

This study helped to understand how to know about the awareness od the sales promotion
techniques in the market applied in a very big industry in India that is Reliance Retail Limited with
regard to day to day planning, weekly, monthly planning of how to analyse sales promotion and
customer satisfaction to push a sale. This study also helped to understand how important the brand
name is when it comes to do any business in Indian Market.
 TABLE OF CONTENTS
Chapter Particulars Page No.
1 Introduction
1.1 Topic chosen for the study 2
1.2 Need for the study 3
1.3 Objectives of the study 4
1.4 Scope of the study 5
1.5 Methodology adopted 5
1.6 Literature review 6
1.7 Limitations of the study 15
2 Industry profile and company profile 16
2.1 Introduction 17

2.2 Retail Scenario in India. 17

2.3 Growth of retail industries in india 18
2.4 Company profile 19
2.5 Shareholding 22
2.6 RELIANCE JEWEL 24
2.7 Services 27
2.8 Products 27
2.9 Competitors 27
2.10 Swot analysis 28
2.11 Market shares 29
3 Theoretical background of the study 31
3.1 Customer satisfaction 32
3.2 Definition 32
3.3 Classification of satisfaction measurement 33
3.4 Types of customer expectations that influence satisfaction 34
3.5 Models of Expectations and Customer Satisfaction 36
3.6 Factors influencing customer satisfaction 37
3.7 Sales promotion 37
3.8 Objectives of sales promotion 38
3.9 Importance of sales promotion 39
4 Data analysis and interpretation 41
5 Summary of Findings, Suggestions and Conclusion 55
5.1 Findings 56
5.2 Suggestions 56
5.3 Conclusion 57
5.4 Bibliography 58
5.5 Annexure 59
 LIST OF TABLES

Table no. Table title Page no.

The Respondents considering about first visit to the

4.1 store Reliance Jewels. 42

The Respondents considering last purchase from store.

4.2 43

The Respondents considering what prompted the

4.3 44
customers to make them visit the store.
The Respondents considering what precious metals
4.4 they purchased. 45

The Respondents who has bought jewellery as gift or

4.5 for themselves. 46

4.6 The Respondents occasion for jewellery purchased 47

The Respondents deciding come back after their
4.7 48
purchase
The Respondents on making charges on jewellery
4.8 49

4.9 The Respondents discounts offered on products 50

The respondents considering how helpful assistance at

4.10
reliance jewels

4.11 CHI square test 51

Analysis 1 51

Analysis 2 52

Analysis 3 53
 LIST OF GRAPHS

Graph no. Graph title Page no.

2.5 Annual report 2017 23

4.1 Percentage of people’s first visit to store 42

4.2 Percentage last purchase made 43

4.3 Percentage prompted to visit the store 44

Percentage of Respondents what precious metals they

4.4 45
want to buy

Percentage of Respondents who purchased jewellery

4.5 46
as a gift or for themselves

4.6 Percentage of Occasions for purchase 47

Percentage of Next Purchase

4.7 48

Percentage of Respondents on making charges of

4.8 49
jewellery

4.9 Percentage of Offers or discounts on products 50

4.10 Percentage of people satisfied with the ambiance 51