SUMMER INTERNSHIP REPORT

ON
UNDERSTANDING SHOPPER BEHAVIOUR AND EVALUATION OF CUSTOMER
EXPERIENCE AT RELIANCE STORES

SUBMITTED BY
SUBHASHREE BEHERA
MBA 2018-20

UNDER THE GUIDANCE OF

VIMAL PATEL
CHIEF MANAGER, MARKETING & CUSTOMERS
RELIANCE RETAIL PVT LTD

1
 DECLARATION

I, Subhashree Behera, declare that the work in this project report has been prepared my me during
my summer internship in accordance with the requirements and in compliance of the regulations of
KIIT School of Management, Bhubaneswar towards partial fulfilment of the MBA degree. The project
work was carried out under the guidance of Mr. Vimal Patel, as my corporate guide and Prof. Saroj
Kumar Routray as my faculty guide. The work is original and has not been copied from any other
source. The findings and analysis presented in the report is based on the study done during my 2
months tenure as an intern at Reliance Retail and has not been submitted anywhere earlier for
publication purposes.

2
 ACKNOWLEDGEMENT

I would like to extend my sincere and heartfelt gratitude to my corporate guide, Mr.Vimal
Kumar Patel for being extremely considerate and supportive throughout my tenure as an
intern. I would forever be thankful to him for giving me an insight into the workings of the
Bank and cooperating with me for carrying out my project work.
I would also like to thank my esteemed faculty guide, Prof. Saroj Kumar Routary, KIIT
School of Management for providing me with his valuable advice and guidance throughout
the academic year and for the completion of my project work.
I would also like to take this opportunity to thank all customers of Reliance Retail who spend
their time to answer the questions.
Last but not the least, I thank my parents, my friends and the officials of KIIT School of
Management for their constant support and encouragement during the course of this project
work.

SUBHASHREE BEHERA

Roll No.: 18202201

Regn No.: 18533564139

Session: MBA 2018-20 KIIT School of Management

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 EXECUTIVE SUMMARY

Intentation of this project, “Retail Shopper buying behaviour and experience evaluation” is to
get customer feedback not only for identifying loopholes but also for demonstrating proactive
behaviour for finding ways to improve the offerings to customers.
This project includes collecting data at various stores of Reliance Retail with the help of a
structured questionnaire.
This project is prepared on the basic of my 2-month practical experience at Reliance Retail
stores across Bhubaneswar. This is an internship report that help in understanding various
parameters pertaining to customer experience across Reliance Retail formats and define a
holistic Reliance Retail customer experience based on project finding. Me being a part of pan
India project, where I completed a joint project involving interaction with customers inside
and outside stores as well as using observational techniques to study and understand shopper
and their buying behaviour.
From the analysis done I found that the behaviour of the customer changes across different
formats of Reliance Retail i.e. value and specialized formats. The effect of visual
merchandising on customers across different formats, understanding the gap between what
exactly a customer want and what the company is selling, understanding the concept of
product value in terms of a customer.
From the project, I understood the customer shopping behaviour while purchasing apparels,
footwear, grocery or electronics items. The taste and preference of the customer vary
according to age, gender and their spending capacity. The person who accompany the buyer
also has a huge impact on the shopping decision. The store ambience i.e. store lighting,
cleanliness, space for movement, signboards etc. also improves the customer experience
inside the stores and makes them loyal customer to the store. From the above mentioned
details, we can set strategies and easily segment, target and position the store to the
customers.
Phase wise Internship:
Phase1: Extensive training about conducting interviews.
Phase2: interactions with the customers and data collection and punching the data online.
Phase3: Analysis based on feedback and recommendation for overcoming challenges.

4
 BACKGROUND OF THE PROJECT

For every retailer, the main issue is to truly understand the customer journey, from the minute
they enter the store to the moment they exit. The path to purchase isn’t always a direct route.
Shoppers face countless options along their journey, and each one forces them to make a
decision before they can move forward. Add to that multiple influencers like family, social
groups and western influences—all of which introduce an intricate web of dimensions to each
purchase decisions.

Customer experience analysis is a method for measuring whether your product or service
meets or exceeds consumer expectation, or if it falls short. It is highly relevant to progressive
brand building and business leaders who understand the importance of customer experience.
Steps to measure customer experience:

 Website Analysis
The first area to look at the brand’s website since it is often the “first point of
interaction” with prospective customers
 Competitor analysis
 Utilization of CRM
 The NPS is a traditional method for conducting customer experience analysis and is a
“tried and true” practice.
 Evaluate Your Data to Find Actionable Steps

5
 RELIANCE RETAIL

Reliance Retail Limited is a subsidiary company of Reliance Industries Limited. Founded in

2006, it is the largest retailer in India in terms of revenue. Founder of Reliance Retail is
Mukesh Ambani and V Subramaniam is CEO. 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 products and services.
It had a total of 3,837 stores in April 2018 in India with an area of over 17.7 million square
feet across 750 cities, with yearly revenue of over ₹690 billion. It had a turnover of Rs. 337
billion in the financial year 2016-17. Reliance Retail has announced revenues of Rs. 450
billion for the nine months ended December 2017 for financial year 2017-18, showing of
over 90% jump from the corresponding previous period. The company also reported a profit
of Rs. 7 billion for the period.

Reliance Retail Marketing Mix (4Ps) Strategy:

PRODUCT:

1. Reliance Fresh: Retail outlets of fruits, vegetables & groceries.

2. Reliance SMART: Reliance Smart offers a one-stop shopping experience by offering
fresh produce, bakery, dairy products, home and personal care products, general
merchandise.
3. Reliance Digital: Consumer Electronics retail stores. It had 689 stores in October 2014.
4. Reliance LYF: 4G mobile handset manufacturer based in Mumbai, founded in 2015.
5. Reliance Jewels: Jewellery retail which has a revenues of approx. Rs. 8 billion in
financial year 2012-13.
6. Reliance Trends, Reliance Footprint and Reliance Living: Apparel and Clothing. It
had revenues of approx. Rs16 billion in financial year 2012-13 with a store count of
287.
7. Reliance Market and Reliance Market Wholesale Cash-n-Carry: It had revenues of
approx. Rs. 1.6 billion in financial year 2012-13.
8. AJIO: One of the company’s first forays into e-commerce – a fashion website,
officially launched at the Lakme Fashion Week SS16 with the philosophy ‘Doubt is
Out’.
9. Hamleys: The oldest and largest toy shop in the world and one of the world's best-
known retailers of toys. Acquired by Reliance in 2019.

6
 PRICE:

Reliance Retail stores offer goods at extremely competitive prices. It offers a price which is
generally lower than general stationery stores. This is possible as they get their products
directly from suppliers in bulk and their connection with the farms. However, in the clothing
sector and in footwear, Reliance Retail offer mid-range to premium pricing, this is because
they offer premium quality products from well-known brands. In jewellery business, they
keep pricing similar to their competitors and rely upon their designs for differentiation. They
have the dedicated Card named Reliance cards where they give discounts on multiple buys.

PLACE:

Reliance retail stores are across 750 cities in India, and the number of stores are around 3800.
They being an age old established brand in India, cater to a wide spread base of customers
from around the corners. RIL have not driven in to the rural sectors in India as they have
primarily focused upon medium to high earning part of the society.

PROMOTION:

Reliance Retail has invest in many advertising sources ranging both on online and offline.
Their discount offers in clothes and footwears attract a lot of consumers. Big hoardings can
be seen all over the cities. The Reliance Fresh has all time offers going on where their
products are usually on 30-50% discount which is a very eye-catching number to indulge
audiences. They also use print media and simultaneously social media to reach to the custome

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 PROJECT OBJECTIVE:

The project objective is to understand shopper behaviour and evaluation of customer

experience at selected stores of reliance retail.
The project aims at understanding the customer experience at different stores of reliance
retail with the help of various parameter. This will help to analyse grey areas, take various
decisions and potential problem identification, which may not have surfaced now but is likely
to occur in near future.
To study different Merchandising techniques used by various formats of Reliance retail.
To understand the promotional strategies followed by the stores to attract customers.
To understand location placement and catchment analysis.

RESEARCH METHODOLOGY:

A qualitative evaluation was utilized for this research project leveraging subjective methods
such as survey and observations to collect substantive and relevant data. As a part of
observation, detailed observation of the stores was carried out over a period of time with the
help of a structured questionnaire by doing face to face interviews in a manner free from
external bias.
Before the survey was carried out it was imperative to understand the nature and present state
of reliance retail business. Ample time was dedicated to understand the functioning of
reliance retail stores so a to gain sufficient knowledge to comprehend customer needs and
shopping patterns. This was the preparatory phase for me that helped me to take high quality
interviews with customers and helped to record their responses correctly.
About 15-20 customers were interviewed daily to understand their expectation from reliance
stores and determine key areas of problem. The interview was conducted by means of a
questionnaire that had been provided to us by the company. The questionnaire had been
prepared keeping in mind that the average attention span of a customer is about 10-15
minutes.
Customers were interviewed inside the reliance store after they were done with the billing
hence ensuring they are in right frame of mind to answer. Proper care was taken that
customers answer the questionnaire as per their shopping experience in the reliance retail
store in the same day.
RESEARCH APPROACH
The approach to complete this project was by filling up a structured questionnaire &
collection of primary data for further research.
RESEARCH DESIGN

8
Depending upon the objective of the research, exploratory research was chosen as the most
suitable market research design. The primary purpose is to find out what are the main factors
leading to customer’s dissatisfaction.
DATA ASSORTMENT
The information given in the project was through primary source that is by having one to one
interview with the customers in the outlet through questionnaire.
TARGET SEGMENT FOR THE INTERVIEW
The customers who are coming to the store on the particular date & above 16 years. Whether
they buy or not buy any product is not considered as a factor for choosing respondents.
SAMPLE AREA
Customers of reliance retail store in Bhubaneswar
SAMPLE SIZE
A sample size of 550 is taken for conducting research process.

FIELD WORK :

The field work happened in Bhubaneswar where I had to move to different Reliance retail
outlets & collect data based on the questionnaire provided by the company.
 Week 1-Training program
 Week 2- Reliance Fresh, Nayapalli
 Week 3- Reliance Digital, Forum Esplanade
 Week 4- Reliance Fresh, Barmunda
 Week 5- Project Eve, Forum Esplanade
 Week 6-Reliance Footprint, Mastercanteen square
 Week 7-Reliance Jio, Nayapalli
 Week 8-Reliance Mall, Mastercanteen Square

9
STORE WISE
ANALYSIS

10
 QUESTIONNAIRE ANALYSIS
The questionnaire consists of multiple parameters to judge consumer behaviour and
experience.
Interview type: Exit Interview

 Face to face interview

 Adequate representation of all the exit points.
 Shopper may or may not have purchased anything.
Questions in the Questionnaire:
I. Age group: There is a restriction in collecting the data. The target group is any
individual 16 years of age or above. There are planned purchases so in order to get
data it is essential that the individual must be able to make decision.
II. First visitor or repeat customers: It gives information about new customers and the
number of loyal customer that the store have.
III. Purchased from other Reliance stores: It gives the data about the affinity of
customers with reliance as brand and in a way also creates awareness about the other
formats of reliance.
IV. Is the customer alone or in a group: If in a group then there is high chances of
influencer effect
V. Satisfaction level: Moment of truth analysis.
VI. Customer path to purchase
VII. Catchment analysis
VIII. There are questions that analysis corporate image, perception and psychographic
thinking of a customer.
IX. No. of people in house: It gives statistics about family background, members by each
age group, strata, test and preference.
X. Occupation: It shows socio-economic classification. It also helps to identify which
group people most visit the store.
XI. %of monthly budget purchases from reliance: Indirectly gives information about
share of wallet.
XII. Also there are questions to test the awareness obout e-commerce website ajio.com and
whether they have purchased or not.
XIII. At Reliance Mall every type of customers come with different purpose and planning.
There is no specific target group, age group from different background of different
needs. So the questionnaire has factors like ambience, location seating facilities.

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 RELIANCE FRESH

Reliance Retail started its journey in 2006 with the opening of its first Reliance Fresh store.
Today Reliance Retail operates 566 Reliance Fresh and Reliance Smart stores and sells over
200 metric tonnes of Fruits and over 300 metric tonnes of Vegetables every day.
From fresh fruits & vegetables to dairy, cereals to spices, processed food & beverages to
home & personal care products, they have the entire gamut of your grocery needs covered.
Across the stores, they retain a strong customer centric approach to meet all your shopping
needs - be it routine or seasonal, well known brands or popular local products.
Continuing Reliance’s hallowed tradition of backward integration, Reliance Retail directly
partners with a large number of farmers and small vendors in a farm-to-fork model. The
linkages with the farm has brought about transformational changes in the quality of life of the
farmers as also enhancing the quality of produce, reducing wastage by shortening the time to
move fresh produce and reducing intermediaries in the value chain thereby benefiting all.

Store based classification: Super market, Discount store

Ownership: company owned
Chosen store locations:
1. Plot No 4, 238, N4, Block N4, IRC Village, Nayapalli, Bhubaneswar, Odisha 751012
2. Hotel Crystal, Ruchika Market, Baramunda Housing Board Colony, Baramunda,
Bhubaneswar, Odisha 751003
 Can be categorised as a community shopping centre .
 Proper choice of location as the store is visited by families residing in the
neighbouring.

Product Assortment: Personal care, Grocery

Discounts:
 Colgate Sensitive – Buy 1 Get 1
 Spices – Buy 1 Get 1
 Combo packs of handwash, bodywash, facewash
 Oils -20% off on selected brands

Store layout: Grid

Merchandising:
 Cash counter: Chocolates, mints, candies, razors targeting at the impulse buying
behaviour of customers
 Dumping: Toothbrushes, Loofas, Cotton balls

Private label: Reliance select and Reliance value

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Products at bottom shelves include Kellogg’s chocos, Kinder Joy, Just Jelly targeting at kids
Products at eye-level include high value items like expensive chocolates (Ferrero Rocher,
Dairy Milk Silk,Bournville) targeted at teenagers
Top shelves consist of plain cornflakes, plain Horlicks; eye-level shelves consist of pickles,
jams, food mixes; bottom shelves consist of pasta, chocolate syrup, popcorn, gulab jamun etc
Left to right arrangement of expensive to cheap brands in case of sauces: Chings- Delmonte-
Funfoods- Kissan
Combo packs present at eye level.

Discounts and offers at Reliance Fresh, Nayapalli

Products displayed in the stairs for impulse buy

13
 Dumping, bundling and pegging of items in the store.

GENDER SEGMENTION

41%
59%

male female

According to the data collected it is found that 59% of the total customers who visit the stores
are male and 41% are female. As the store is proximity to a local boys hostel so majority of
its customers are male. So the stores should focus more on male oriented products.

14
 100
83

NUMBER OF CUSTOMERS
80
62 58
60

40
21
20

0
16-25 26-35 36-45 46-60
AGE GROUP

From the data we can see that maximum number of customers of Reliance Fresh are of the
age between 26-35 followed by 36-45. This was seen as the store is located in the areas which
is occupied more by students and working population who prefer to buy from supermarkets
rather than wasting time by visiting various convience stores.

21%

79%

FIRST TIME CUSTOMER REPEAT BUYER

79% of the customers are repeat buyer which indicate that the stores has a strong loyal
customer base who are satisfied with the offerings and services of the store.

Mode of transport
18% 23%
4%
55%

walk auto 2 wheeler car

During catchment analysis it is found that stores get its customers from around 2kms who
prefer to use their 2wheeler to reach the store.

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 RELIANCE DIGITAL

Reliance Digital is a consumer durables and information technology concept from Reliance
Retail. It is a subsidiary of Reliance Retail, which is a wholly owned subsidiary of Reliance
Industries.
Reliance Digital is a consumer electronics company in India. The first Reliance Digital Store
was opened on 24 April 2007 in Delhi.Currently there are around 2000 Reliance Digital &
Reliance Digital Xpress Mini Stores in around 600 cities in India. The stores are spread
across India.
Reliance Digital even has a series of Apple resellers in India called as iStore. There are such
4 stores in India currently which exclusively deals with Apple products.
Reliance ResQ is the service provider of Digital which caters to the need of customers from
10am to 10 pm, 365 days a year. The resQ Care Plans offer scheduled preventive
maintenance visits and Standby units in special cases.
Store based classification: Departmental Store
Ownership: Company owned
Chosen store location: Esplanade one, Rasulgarh Industrial Estate, Industrial Area Estate,
Rasulgarh, Bhubaneswar, Odisha 751010

 Perfect choice of location as visited by costumers across the twin city as is located
inside the most crowed mall in BBSR.
 Visited by families,youth who visit the mall leading to impluse buying.
Product Assortment:
Reliance Digital offers over 200 national and international Electronic brands staring from
Audio & Video products, Digital Cameras, Consumer Durables goods like Washing
Machines, Microwave Ovens, Water Purifiers, Air Conditioners, Refrigerators, Kitchen and
Home Appliances,Homogenous products like mobiles,Gaming Consoles & Games,
Computers, Laptops,Anti-virus softwares to Fixed line instruments.
Store layout: Freeflow

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 Freeflow layout of the store so that it allows the customer to view merchandise
Private label:
Launched its private label "RECONNECT" in October, 2011. Reconnect has more than 200
products, starting from LED TVs, Air conditioners,Tablets, Washing Machines, Smartphones
to household appliances & personal care products. Maximum products comes with a 2-year
warranty, while accessories product warranty vary from 6 months to 1 year.
Merchandising:
 Visual merchandising across the stores to grab the attentation of its costumers.
 Pegging of items like headphones,headsets,powerbanks,mouses,datacords pendrives
and antivirus softwares to increase the accessories sales.
 Illuminated lights to attract customers

In-store promotion: Announcements & hoardings to attract more sales

Wide range of products of various brands,thus offering the customers to choose

17
 Pegging of accessories for impulse sales

Gender Segmentation

38%
62%

male Female

Here the gender segmentation data shows that 62% of the shoppers are male and 38% are
female. The more number in males can be suggested by the fact that male have more intrest
in electrical gadgets as compared to female.

35 37
No.of customers

25

10

16-25 26-35 36-45 46-60

Age Group

From the data we can conclude that maximun customers are between the age of 16-35. As the
youngsters are more technological driven they visit the store maximun time for windows
shopping and they also keep on changing their gadgets as per the trend.

18
The high value customers are of the age 36-45 who do plan purchases from time to time.

42%
58%

First visit Repeat buyer

As the store is located inside a busy mall it has more first visit costumers who donot visit
with the intension to purchases by item. 42% depicits the actual percentage of loyal
customers who visit the store in every 2-3 months.

Mode of Transport

19% 7%
23%
16%

35%

walk auto 2 wheeler car bus

The location of the mall in which the digital store is located is in such a place that it gets
customers from both Bhubaneswar and Cuttack. So the maximun number of customers prefer
2-wheeler, auto and car to visit the store.

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 PROJECT EVE

Project eve is a unique concept in premium segment with a strong focus on independent and
sophisticated women in the age group of 25-40.
The store offers impeccable experience through its elegant ambience, in-store salon, café,
personal stylist, plush trial rooms with lounge area along with a curated collection in apparel
and beauty.
The brand campaign of #MyEvespiration, is a social movement to recognise and celebrate
women who inspire one another.
Store based classification: Speciality store
Ownership: Company owned
Chosen store location: Esplanade Mall Ground floor - LG 01A, Industrial Area Estate,
Rasulgarh, Bhubaneswar, Odisha 751007Perfect choice of location as visited by costumers
across the twin city as is located inside the most crowed mall in BBSR
Product Assortment:
 Women apparel collection in Indian and Western wear.
 International fragrances from Bvlgari, Gucci, Elizabeth Arden etc.
 Wide range of accessories.
Store layout: Freeflow

Private Label: Project Eve

Merchandising:
 Colour blocking
 Stacking of tees and jeans
 Use of mannequins for merchandising
 Pegging of accessories like Scarfs, Bags, Wallets etc near trail room for impulse
purchase.
 Illuminated lights to attract customers.

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  Psychological pricing like 999,1199,1999 etc

Gender segmentation

29%
71%

male female

As the store is female oriented, the data also depicits the same. The female population
dominates the store by 71% while the male are only 29% who only visit for the purpose of
window shopping or sometimes purchase for gifting others.

Age Group
NO.OF CUSTOMERS

60

40
44
20 27 31
10
0
16-25 26-35 36-45 46-60
AGE GROUP

As per the data collected maximun number of customers are between the age of 26-45, which
is justifiable as the store targets working women population.

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 40%
60%

First visit Repeat buyer

As the store is newly launched and it also is a premium store it doesn’t have a strong loyal
customers base. The first visit customers are more in this store.

Mode of transport
4%
3% 12%
42%
39%

walk auto 2 wheeler car bus

The catchment analysis data shows that maximum number of buyer used car as the mode of
transport.

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 RELIANCE DIGITAL

Reliance Footprint is a leading specialty family footwear retail chain that caters to the
footwear needs of the entire family. Reliance Footprint offers widest range of international,
domestic and Reliance owned brands across men’s footwear, women’s footwear, kids
footwear, handbags, backpacks, luggage, socks, belts, wallets and shoe care products.
The shoes from famous brands like Lee Cooper are available plentifully with the prices
ranging from Rupees 700 till Rupees 5000.
Everyday it offers discount from 10 to 60 percent on different shoes and it also offers some
shopping coupons using which discounts can be achieved in future shoppings too.
Store based classification: Speciality store,discount store
Ownership: Company owned
Chosen store location:
Plot No.1537/17,1st Floor Master Canteen Square Near Railway Station, Kharabela Nagar,
BBSR, Odisha 751001
 Perfect choice of location as visited by costumers across the state as is located next to
railway station.
Product Assortment:
Men’s footwear, women’s footwear, kids footwear, handbags, backpacks, luggage, socks,
belts, wallets and shoe care products.
Discounts:
 Upto 50%off on selected brands.
 Buy 2 get 1 free on socks.
Store layout: Freeflow

Private Label: Footprints

23
Merchandising:

 Mounting of shoes on the walls of the store.

 Good system that display the purchase price and what sizes are available.

 Pegging of belts and dumping of socks in the store.

24
 Gender
From the data it is seen that the this particular store
Segmentation has more male buyer as compared to female, so the
store should increase its male assortments.
37%
63%

male female

50 43
40

No. of customers
The most visited shoppers here belong to the 28
age group of 26-35 who are the youngester, 30
20
so the store should keep on updating 20 14
according to their taste and preferences.
10

0
16-25 26-35 36-45 46-60
Age Group

38%
62% As the store is located adjecent to BBSR Railway
station maximum of the customers do one time
shopping so the store should invest more on
promotions and merchandising to increase its sales.

First visit Repeat buyer

Mode of Transport
Due to its proximity to railway station 32%
of the customers are of other cities thus 6%
24%
travel by local metro and do not plan their 24%

visit to this store. 14%

32%

walk auto train car 2-wheeler

25
 RELIANCE JIO STORES

Jio Stores caters to the rapidly growing market for mobility and communication products
offering a wide range of mobile phones, tablets and accessories.
Within a short span of time Reliance Jio Stores has grown to become India’s largest retail
chain with presence in over 6,000 cities.
The chain is increasingly becoming a distribution platform for a large number of national and
international brands as it offers widest distribution reach in India.
Reliance Jio offers a wide range of 4G LTE smartphones under its own brand ‘LYF’.
LYF range of smartphones with superior features like Voice over LTE , Voice over Wi-Fi ,
HD Voice and HD quality video calling enables users to experience a new digital life.
The stores also provide its constumers with options to buy or repair mifi devices,jio
phones,jio sims and many more.

Store based classification: Speciality store

Ownership: Company owned
Chosen store location:
Plot No 4, 238, N4, Block N4, IRC Village, Nayapalli, Bhubaneswar, Odisha 751012

Product Assortment: Jio sims,mobile phones,mifi devic and accessories

Store layout: Freeflow
Private Label: LYF
Merchandising:
 Illuminated lights to attract customers.
 Pegging of accessories near the billing counter.

26
 RELIANCE MALL

Reliance Mall is the convenient neighborhood mall that houses all Reliance brands along
with third party fashion & lifestyle brands.
Spread across 19 cities in the country and growing, the mall has forged strong and enduring
bonds with millions of customers by providing them unlimited choices, outstanding value
proposition, superior quality and unmatched experience across all its stores.
Besides shopping, the mall offers a wide variety of food joints, fun games, workshops and a
host of entertaining activities around the year.
Store location:Reliance Super Bhubaneswar Town,Unit-1,Kharavel nagar
Stores present:Reliance Smart,Reliance Digital,Reliance Footprint,Foodcourt and other 3rd
party stores.

Reliance Mall

Food Court inside the Mall

27
 Table containing profitability data of all 6 stores visited:

Project
Fresh(1) Digital Fresh(2) eve Footprint Jio

Sales (monthly) 90,00,000 2,00,00,000 1,00,00,000 50,00,000 18,67,193 16,00,000

Store size 460sqft 8250sqft 580sqft 8300sqft 3668sqft 300sqft

1000
Footfalls 900 500 400 156 100
No. of bills
generated(daily) 700 50 900 75 34 50

Accessory sales - 10% - 20% 5% 25%

Product returns 5(daily) - 7-10 2-3 2 -

Stock turnover 15 days 30days 15days 3 months 7 months 2 months

No.of employees 26 40 30 45 12 5

Employee salary 9,000+ 12,000+ 9,000+ 9,000+ 9,000+ 5000+

Rent 3,20,000 11,60,000 2,50,000 16,00,000 2,29,164 1,00,000

Electricity bill 1,30,000 2,00,000 1,62,000 1,00,000

1,36,184 50,000
Preferred payment Card, Cash,
method cash card Cash, card card card Cash
Free
Layout Grid Free flow Grid Free flow Free flow Flow

Margin 20% 15% 20% 35% 19% 10%

Employee productivity 346153 500000 333333 111111 155599 320000

Avg bill value: 12857 400000 11111 66666 54917 32000

Sales per sq ft 19565.21 2424.24 17241.37 602.40 509.04 5333.4

Conversion rate 0.778 0.1 0.9 0.18 0.21 0.5

10000000
COGS 9000000 20000000 50000000 1867192 1599999

28
 If we look at sales per square feet values we can see that FMCG category
has more efficient management of space since their sales per sq ft is
higher. Also, FMCG products are smaller in size so they require less
storage space than apparels.

 The conversion rate of customers is significantly higher in a specialty

store like project eve and footprint because customers enter such stores
with the motive of purchase whereas in places like Reliance fresh the
conversion rate is low since most customers who go there do not purchase
from there.

 Reliance fresh and Jio stores are turn pricing oriented stores i.e. they
focus to maximize their volume of sales whereas Project eve, Digital are
earn pricing oriented stores i.e. they have higher valued products.

 The most preferred payment mode in case of apparels and electronics is

card because of the higher bill value whereas in case of FMCG the bill
value is less so the preferred payment is both cash and card.

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 OVERALL RELIANCE RETAIL ANALYSIS

From the data we can conclude that

Reliance trends has been visited by
maximum number of respondents in
BBSR.
Reliance petrol pump, jio and jewels are
the least aware formats, so the company
should focus most on these formats.
Reliance market do not have stores in
Odisha, and those 36 customer have
visited it in other cities.

The person who accompany the

buyer during shopping tends to have
major influence on their buying
pattern.
From the data we can see that
friends and neighbour followed by
kids and spouses act as a major
influencer.

Satisfication Level
1%
7%

41% When asked about how satisfied customers

are with the products and services of
51%
Reliance Retail with the help of a Likert
sacle, 51% are somewhat satisfied, 41%are
very satisfied while 8% are dissatisfied
which is a pretty good number.
Very dissatisfied
Somewhat dissatisfied
Neither satisfied nor dissatisfied
Somewhat satisfied
Very satisfied

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 FACTOR ANALYSIS ON SPSS

In the factor analysis conducted taking into account fourteen factors, 3 components were
extracted as significant based on their Eigen values. The model can be termed a good model
since the total variance explained is 60%.
The first component can be named as ‘store ambience’ since the significant factors in it are
cleanliness, space for movement, lighting, checkout, signboards to locate sections and air
conditioning.
The second component can be named as ‘product & services’ since the significant factors in
it are availability of products, variety of products, prices, store staff interaction and billing.
The third component can be named as ‘parking’ since the significant factors in it is parking.
From the above findings, it can be concluded that now a days customers give more
importance to a livelihood ambience than that of the products and services. As the mall
business is continuously expanding in BBSR, Reliance Retail customers give first preference
to the store ambience.
Next factor that drives the customers to buy from a Reliance Retail stores is its products and
services.
The third factor that influences the shoppers is parking facility provided by the store. In urban
area like BBSR, costumers look for ample parking space which in order will save their time.

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 CONCLUSION

From the above analysis I conclude that, the customers are satisfied with the offerings and
services of the Reliance Retail, while the other attributes vary from format to format. As most
of the retail industry did market research before entering into a market ,the same thing was
done by Reliance. Location, market, consumer preference and perception analysis was done
by Reliance to understand shoppers buying behaviour across various formats of Reliance
Retail. This process revels the nature and origin of Retail outlets, market trends of retail
industry, importance of service quality and there level of satisfaction. There is a bit of lack of
services in all dimension of service quality. The vast deficiency exits in price range of their
products. There is a positive correlation between service quality dimensions and overall
service quality. The competition continues to heat up the retail market with innovations and
technology and empowers customers with more market knowledge and wider choice.

To retain customers Reliance Retail organise many loyalty programs and vamp their
promotional strategies from time to time. Reliance retail is a hypermarket offering a huge
array of goods and services of quality at affordable prices. Different formats are present in
both metro cities as well as in small town. We can conclude that Reliance Retail is one of the
major retailer in India. There exits a healthy working environment for all the employess and
various facilities are provided to increase the customer services. There also exits a healthy
and strong relationship between employees,managers & staffs. The employee accept their
responsibility & perfom well.

Effective CRM, excellent visual merchandising, lstest technology and Retailer supplier
parternship provides Reliance Retail an competitive advantage over other retail formats.

The primary data was collected by means of a survey. Questionnaires were prepared &
customers of reliance retail were approached to respond. The questionnaire contains various
parts which reflects on the type & quality of sevice & products offered by reliance. The
response of the shopper were recorded. The filed of information was latter analysed to obtain
the required interpretations & the findings.

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 RECOMMENDATION

1. The quality of garments should go through various cleaning processes before

delivering to the stores.

2. All the sizes must be available so that the stores donot lose customers.

3. The popular brands must be made available.

4. Staffs should be made available for assisting the customers in opening hours of the
stores.

5. Customers should be asked by the staff to fill form regularly about their experience so
that they can be updated with their taste and preferences.

6. The house keeping staff must be efficient at there work.

7. Proper communications of all the offers & discounts even on private brands should be
done to the customers.

8. Customers should be made aware about the Reliance one mobile linked loyalty card.

9. In the malls proper directions of all the stores should be made for easily locating the
individuals formats.

10. As the mall in Bhubaneswar is located near the railway station, a special counter
should me made for the passengers with quick services.

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 LIMITATIONS

 As the interviews were conducted after the customer are completely done with there
shopping, many were reluctant to give their feedback and often were in a hurry to
leave the premises.

 Some of the respondents were disinterested and gave vague answers leading to wrong
representation.

 The questionnaire provided by the company was of 8 pages, and in actual takes more
than 15 minutes for completion.

 The costumers sometimes walk away from the middle of the interview thus leaving
the response sheet incomplete.

 Reliance Retail do not have any presence in west and south districts of Odisha
limiting its market share.

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