INDIAN INSTITUTE OF PLANTATION MANAGEMENT

(An Autonomous Organization of the Ministry of Commerce & Industry, Government of India)
BANGALORE UNIVERSITY 2017-2019

“A study of consumer buying behaviour”

In
Reliance Fresh
Bangalore
Submitted in partial fulfilment of the requirement for the award of
The degree of
Master of Business Administration

Subject: Retailing Management and Services

Submitted to
Dr. Shilpa K

Submitted by;
Koushik V
17otcmd018
Mba (3rdsem)

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 Contents

S.N. INDEX PAGE NO

CHAPTER- 1 INTRODUCTION 03
CHAPTER-2 Company profile 05
Background 05
Supply Chain Model 07
SWOT Analysis 09
Corporate Social Responsibility 11
Major Player 12
CHAPTER-3 RESEARCH METHODOLOGY &DESIGN 17
Objective of Research 17
Type of Research 17
Source of data & Collection tool 17
Sampling 17
CHAPTER-4 ANALYSIS & INTERPRETATION 18
CHAPTER-5 RESEARCH FINDING 24
LIMITATION OF RESEARCH 24
SUGGESTION 24
APPENDIX 25
REFRENCES 26

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 Chapter-1

Introduction

RELIANCE
"Growth has no limit at Reliance. I keep revising my vision. Only when you can dream it,
you can do it."

Dhirubhai H. Ambani
Founder Chairman Reliance Group
December 28, 1932 - July 6, 2002

RELIANCE GROUP

The Reliance Group, founded by Dhirubhai H. Ambani (1932-2002), is India's largest private
sector enterprise, with businesses in the energy and materials value chain. Group's annual
revenues are in excess of USD 27 billion. The flagship company, Reliance Industries Limited, is
a Fortune Global 500 company and is the largest private sector company in India.

Backward vertical integration has been the cornerstone of the evolution and growth of Reliance.
Starting with textiles in the late seventies, Reliance pursued a strategy of backward vertical
integration - in polyester, fibre intermediates, plastics, petrochemicals, petroleum refining and oil
and gas exploration and production - to be fully integrated along the materials and energy value
chain.

The Group's activities span exploration and production of oil and gas, petroleum refining and
marketing, petrochemicals (polyester, fibre intermediates, plastics and chemicals), textiles and

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retail. Reliance enjoys global leadership in its businesses; The Group exports products in excess
of USD 15 billion to more than 100 countries in the world. There are more than 25,000
employees on the rolls of Group Companies. Major Group Companies are Reliance Industries
Limited (including main subsidiaries Reliance Petroleum Limited and Reliance Retail limited)
and Reliance Industrial Infrastructure Limited.

Reliance Industries Limited is India's largest private sectorconglomerate (and second largest
overall) with an annual turnover of US$ 35.9 billion and profit of US$ 4.85 billion for the fiscal
year ending in March 2008 making it one of India's private sector Fortune Global 500
companies, being ranked at 206th position (2008). [1] It was founded by the Indian industrialist
DhirubhaiAmbani in 1966. Ambani has been a pioneer in introducing financial instruments like
fully convertible debentures to the Indian stock markets. Ambani was one of the first
entrepreneurs to draw retail investors to the stock markets. Critics allege that the rise of Reliance
Industries to the top slot in terms of market capitalization is largely due to Dhirubhai's ability to
manipulate the levers of a controlled economy to his advantage.

Though the company's oil-related operation forms the core of its business, it has diversified its
operations in recent years. After severe differences between the founder's two sons,
MukeshAmbani and Anil Ambani, the group was divided between them in 2006. In September
2008, Reliance Industries was the only Indian firm featured in the Forbes's list of "world's 100
most respected companies"

Subsidiaries of RIL

 Reliance Petroleum
 Ranger Farms Limited
 Retail Concepts and Services (India) Private Limited
 Reliance Retail
 Reliance Global Management Services (P) Limited
 Reliance Biopharmaceuticals
 Reliance Ghatraj Services
 Reliance Engineering Associates (P) Limited

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 Chapter-2

Company profile

RELIANCE fresh

APKA FRESH APKE PADAOS ME

Reliance fresh is the retail chain division of reliance industries of India which is headed by
MukeshAmbani. Reliance has entered into this segment by opening new retail stores into almost
every metropolitan and regional area of India. Reliance plans to invest rs 25000 crores in the
next 4 years in their retail division and plans to begin retail stores in 784 cities across the
country. The reliance fresh supermarket chain is ril’srs 25,000 crore venture and it plans to add
more stores across different g, and eventually have a pan-India footprint by year 2011. The super
marts will sell fresh fruits and vegetables, staples, groceries, fresh juice bars and dairy products
and also will sport a separate enclosure and supply-chain for non-vegetarian products. Besides,
the stores would provide direct employment to 5 lakh young Indians and indirect job
opportunities to a million people, according to the company. The company also has plans to train
students and housewives in customer care and quality services for part-time jobs

BACK GROUND

We can see many examples of businesses where, first we grow and then think of expanding but
Reliance is quite different. Reliance has developed such huge amount of resources and capital
over the years that whenever it steps into any segment it is not required to wait for growing
signal, that’s why it always thinks of expanding without any boundaries. Reliance retail is next
Step by RIL which will be a pan India project.

Reliance Fresh is the retail chain division of Reliance Industries of India which is headed by
MukeshAmbani. Reliance has entered into this segment by opening new retail stores into almost
every metropolitan and regional area of India. Reliance plans to invest Rs 25000 crores in the
next 4 years in their retail division and plans to begin retail stores in 784 cities across the

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country. The Reliance Fresh supermarket chain is RIL’s Rs 25,000 crore venture and it plans to
add more stores across different g, and eventually have a pan-India footprint by year 2011.
The super marts will sell fresh fruits and vegetables, staples, groceries, fresh juice bars and dairy
products and also will sport a separate enclosure and supply-chain for non-vegetarian products.
Besides, the stores would provide direct employment to 5 lakh young Indians and indirect job
opportunities to a million people, according to the company. The company also has plans to train
students and housewives in customer care and quality services for part-time jobs.
The company is planning on opening new stores with store-size varying from 1,500 sqft to 3,000
sqft, which will stock fresh fruits and vegetables, staples, FMCG products and dairy products.
Each store is said to be within a radius of 1-2 km of each other, in relation to the concept of a
neighbor store. However, this is only the entry roll-out that the company has planned. Bangalore
is said to have 40 stores in all by the end of the year.
In a dramatic change due circumstances prevailing in UP, West Bengal and Orissa, It was
mentioned recently in News Dailies that, Reliance Retail is moving out stocking. Reliance Retail
has decided to minimize its exposure in the fruit and vegetable business and position Reliance
Fresh as a pure play super market focusing on categories like food, FMCG, home, consumer
durables, IT, wellness and auto accessories, with food accounting for the bulk of the business.
The company may not stock fruit and vegetables in some states, Orissa being one of them.
Though Reliance Fresh is not exiting the fruit and vegetable business altogether, it has decided
not to compete with local vendors partly due to political reasons, and partly due to its inability to
create a robust supply chain. This is quite different from what the firm had originally planned.
When the first Reliance Fresh store opened in Hyderabad last October, not only did the company
said the store’s main focus would be fresh produce like fruits and vegetables at a much lower
price, but also spoke at length about its “farm-to-fork’’ theory. The idea the company spoke
about was to source from farmers and sell directly to the consumer removing middlemen out of
the way.

FARM TO FORK

The Reliance retail company sources say it is setting aside Rs 50,000 crore to build its
farm-to-fork linkage. Reliance has drawn up plans for a presence in 784 towns and 6,000
mandi (wholesale market) towns with 1,600 rural business hubs to service these. It has
already rolled out 177 Reliance Fresh stores across major towns in 11 states. According

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 to a company report, RIL is targeting a turnover of Rs 40,000 crore in the next few years.

TRADITIONAL MODEL OF RETAIL RELIANCE “FARM TO FORK”

SUPPLY CHAIN MODELS of Reliance Retail

Reliance started its retail operations of Reliance Fresh stores with following supply chain
model. Procuring directly from the farmers and operating with moderate margin but mass
selling was key to Reliance fresh operation for first few months. The following figure
depicts the first Reliance fresh model

RELIANCE FRESH

FARMERS FARMERS FARMERS

CATEGORY CATEGORY CATEGORY
1 2 3

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 Farmers Own COLLECTION Farmers Own
Transportation POINT/UNIT Transportation

RELIANCE OWN
LOGISTICS

PROCESSING
UNIT/POINT
RF
RF
Reliance own Reliance own
Logistics Logistics

RELIANCE FRESH RELIANCE FRESH RELIANCE FRESH

OUTLETS OUTLETS OUTLETS

WHOLESALE TRADING (WST) :

Reliance formalized its second supply chain model to shift itself from grocery retailer to
grocery supplier by focusing and establishing itself in Mandi’s.

STEPS IN WTS MODEL:

1)Reliance has owned farms on contract basis for production of specific crop which is
decided after extensive research depending on
 SOIL CONDITIONS,
 CLIMATE CONDITIONS,
 RETURN OVER COSTS INCURRED.
So as to yield best possible results.

2) Different vegetables and fruits from such farms are collected through reliance own
Logistics and brought to collection Processing centres where quality check and other
required processing is done.

In processing centres workers wearing balaclavas, woollen trousers and bulky jackets work
inside a room kept at a constant 3oC, peeling and chopping vegetables, spinning them dry

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 and then heaping them in small plastic packets before placing them in plastic transport crates.
At the other end of the 5,000-sq-m warehouse, men unload crates of fruits from a truck
pulled up to a spotless loading dock. A quality-control expert samples every tenth crate; if the
fruits are good a team will ready them for delivery within hours to Reliance fresh stores
around different places like U.P and as far away as Hyderabad and even Mumbai (formerly
Bombay). If they are not, workers will inspect the entire shipment and discard anything
below standard.

3) Merchandise from these collection processing centers are collected and loaded for
Wholesale mandi’s. As this merchandise is to be made available by 4 A.M in morning thus
deliveries in trucks are sent at time depending upon:

TRANSIT TIME. – Time required reaching destination i.e. mandi’s.

MARGIN TIME. – Time period between a truck reaching mandi and then Unloads. Can be 2
to 3 hours.

LOADING AND UNLOADING TIME.

4) From mandi’s where the trucks have been unloaded, roadside vendors and pull carters
Buy fruits and vegetables to supply in households.

5) In case still some vegetables and fruits are not sold reliance logistics own
Transportation sends them to reliance fresh stores.

SWOT ANALYSIS
The Indian retail market accounted for $ 200 billions. Food accounts for over two-thirds of the
$200-billion Indian retail market. Yet, it has seen less than 1 per cent penetration by modern
retail so far.
Reliance industries which always looking for new business opportunities just started a new era
with its introduction of new concept stores named Reliance Fresh with opening convince store
in high streets of Banjara hills of Hyderabad. Reliance Fresh is very different from what
modern retail has offered in India so far and with this reliance is planning to establish strong
retail network in India in food and farm sector. They have started with new eleven stores in the
last week and they are thinking to add 100 more stores to their feather by the end of this year.

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 Let’s do a SWOT analysis on the Reliance Fresh.

Strengths:
Reliance is the first into enter into this unorganized sector of vegetables and fruits. According to
them its intentions to have100% farm fresh foods in their new retail stores. It is also adding
shortly a juice bar, and even a large counter for puja flowers. In fact, over 60 per cent of the
floor space has been dedicated to fresh fruits and vegetables, the rest to other food products like
staples, spices, bakery, etc. But reliance has decided not to add any bar soap or toothpaste and
detergent in its shelves. So by using this strategy they are positioning themselves different from
other players of the industries like Food world, Big Bazaar and Nilgiris. But over come the
short comings of these specialized stores they are also introducing new Reliance full-fledged
supermarket called ShakhariBhandar which offers each and everything from the staple to soap.
Most of the staples are under its own private label brand — ‘Reliance Select’. There is a 500g
channa dal pack priced at Rs 28, a 500g urad dal pack for Rs 39, all under Reliance’s own
brand. Excepting a few packets of Nestle’s Maggi, or MTR’s masalas or Pepsi’s Lays chips,
there is very little shelf space given to the big brand owners in the country. Reason: private
labels offer far better profit margin to the retailer than branded products of FMCG companies.
Most of these outlets will need only 2,000-5,000 sq. ft. A supermarket may need as much as
8,000-10,000 sq. ft.

Weakness:
This is definitely an interesting business venture but it may miss out on the opportunity to
capture a greater share of the customer’s wallet. For customers, too, this could be irksome, as
they would have to visit another store to pick up essentials. Reliance could easily fix this
problem by adding a few small counters for some basic non-food products. According to their
official this format is not final one they are accepting the new changes which are required to
attract the large number of customers.

Opportunities
Reliance wants to build a high-profitability business and food is, perhaps, the best venture to
start. That is because the Indian food supply chain is grossly inefficient. There are several
intermediaries, each of whom adds his own profit margin to the cost. Besides, there is huge
wastage in transit. This offers potential for savings and profits. To reduce the cost and increase
the profit it has been sourcing out its requirements from the farmers. For example, the leafy
vegetables, brinjals, tomatoes and green chilies in the Banjara Hills outlet were sourced directly
from farmers in Vantimamdi, Chevella and nearby mandals in Ranga Reddy district of Andhra
Pradesh. The supply chain already has been backed by few hundred farmers the number is
estimated to touch million in next five years. The main aim of the reliance is to eliminate the
intermediaries in the sector and reduce the cost. Smaller stores have two advantages. They bring

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down the cost of real estate (and increase profits). It is easier to find space for small convenience
stores in a quiet neighbourhood than for supermarkets in high streets.

Threats:
This model is engineered to clock a faster turnover of inventory — Reliance expects consumers
to visit the store at least twice a week for their top-up groceries. Each store will have an
investment of Rs 50 lakh to Rs 60 lakh. Unlike global retailers who operate on thin margins,
Reliance Retail is looking at a fairly high-margin business model. Deliberately stopped short of
being a full-fledged supermarket rather, it has limited itself to a food and grocery convenience
store. They also have a threat from the existing supermarkets which provides all the services to
its customers. For Example Food world and Nilgiris also provides food and beverages with other
personal care products. These convince are not existed in the present Reliance retail stores.

CORPORATE SOCIAL RESPONSIBILITY

Today when most of the companies are busy in making profits by any means, there are few
Ones who are focused to return this society, a part of what they have earned through this society.
Reliance retail is one of them. Following efforts of reliance retail are aimed at benefiting the
society making reliance socially responsible:

1) Reliance Retail aims at recruiting people from the underprivileged community in society.
"Hence, we are planning to train students from corporation schools and schools run by
NGOs. And, we consider this as a part of our corporate social responsibility," he said.
Asked whether the company will take students on an employment basis and pay them a
stipend during the course period, he said that actually, it is planning to charge a "small
fee" from those who want to join the course "as we want to bring in some discipline and
regularity among the students", and will reimburse that once they are inducted into
service.

2) Farming in India is highly fragmented and subject to harsh climatic conditions: once
harvested, it is very difficult to keep fruits and vegetables fresh. To secure high quality,
Reliance Retail is directly sourcing fresh agricultural produce from thousands of farmers
from villages through Collection Centers.
With this concept, Reliance has built a business model generating shared value that links
the company supply chain more closely to poor farmers in Indian villages. Reliance is
providing a guaranteed market for the farmers’ produce, reducing transaction costs and
training the farmers in better and sustainable farming practices. This initiative results in
higher income and upgrading of skills for the farmers, and reduced spoilage of produce
(up to 35 percent) and better quality products f or Reliance retail stores.

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 3) Reliance retail has adopted “farm to fork” theory which means it is procuring directly
from the farmers thus offering them quite reasonable prices for their produce as now no
intermediaries are involved. In return Reliance is giving farmers information about how can
farmers improve their productivity. They have centers in villages who apart from providing
information make farmers aware of market rates of different crops so that farmers can choose
crops they want to sow to become profitable. Farmers are provided technical help as well like
information about quality of seeds and fertilizers.

Major players in retail sector

Shoppers Stop:

Shoppers’ Stop is the pioneer of pan-nation one-stop retail outlets. Starting in 1991 with a single
store in Mumbai, it has now developed more than 20 stores (total retail space crossed the 1 m
mark in the second quarter of FY07). The company has added 1,568,479 sqft of area during the
year taking its total store area to 1,170,548 as on March 2007. The company has a wholly owned
subsidiary – Crossword – a specialty retail chain with over 32 stores spread across the country.
This store specialises in books, gift articles and stationery. During the quarter, Crossword opened
its first store and 2 ‘Stop & Go’ stores at the Mumbai domestic airport. Further, it forayed into
airport retailing through a joint venture with The Nuance Group AG of Switzerland. The
company has also made an entry into the entertainment sector by acquiring 45% stake in Time
zone Entertainment Pvt. Ltd. The recent moves by the company will widen the offering and de-
risk its dependence on the flagship Shoppers’ Stop stores.

Pantaloon:

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Incorporated in 1987, Pantaloon Retail is among the pioneers in chain retailing. It is the largest
retailer in the country operating 350 stores across segments in over 40 cities across the country
and constituting 5 m square feet of retail space. Starting out with dedicated apparel stores
(Pantaloon), the company has stores across the cross-section of the society. The company’s
business is broadly divided into 2 segments, Lifestyle and Value retailing. On the apparels front
it has Pantaloon (31 departmental stores), Central Malls (4 seamless malls as well as its other
concepts). These stores can be classified under ‘Lifestyle Retailing’. On the general merchandise
front it has Big Bazaar (51hypermarkets), Food Bazaar (77 supermarkets) and Fashion Station (5
fashion stores) and other delivery formats. These fall under ‘Value Retailing’.

more

The more. Chain of supermarkets, are bright and clean stores, at convenient locations with
layouts that allow ease of navigation. The product display is well organised and facilitates ease
of choice. The stores have been designed by Fitch, the leading international retail design firm.

The stores promise a range of benefits to consumers and are a solution to the many problems
faced by housewives while shopping for their daily needs. The retail offering from the Aditya
Birla Group, has been crafted after in-depth research of the needs and expectations of the Indian
consumers. more.is the answer to the shopping needs of the Indian housewife who wants a
modern and convenient option in her neighbourhood, with an attractive and consistent range of
products? more.assures consumers the security of knowing that they are paying the best price in
the market for good quality products.

RPG Group:

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RPG Enterprises is one of India’s largest business conglomerates, with a turnover of US$ 2.55
bn and assets worth US$ 1.8 billion. Since its inception in1979, RPG Enterprises has been one of
the fastest growing groups in India with more than 20 companies operating successfully in 7
business sectors: Retail, IT & Communications, Entertainment, Power, Transmission, Tyres and
Life Sciences. In 2001, it established ‘Giant’ Hypermarket

Provogue (India) Ltd., (PIL) formerly Acme Clothing Pvt. Ltd was incorporated in November
1997, converted in to a public limited company in March 2005. It deals with fabrics, dyestuffs,
chemicals and textile machinery. PIL operates in two core industry segments. The first being
designing, manufacturing and selling branded ready-made garments and other accessories under
the brand 'Provogue'. The second business is export of finished fabrics, dyestuffs, chemicals and
textile machinery to several markets in African continent.

Reliance Retail Limited

Reliance is gearing up to revolutionize the retailing industry in India. Towards this end, Reliance
is aggressively working on introducing a pan-India network of retail outlets in multiple formats.

A world class shopping environment, state of art technology, a seamless supply chain
infrastructure, a host of unique value-added services and above all, unmatched customer
experience, is what this initiative is all about.

The retail initiative of Reliance will be without a parallel in size and spread and make India
proud. Ensuring better returns to Indian farmers and manufacturers and greater value for the
Indian consumer, both in quality and quantity, will be an integral feature of this project. By
creating value at all levels, we will actively endeavour to contribute to India's growth.

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The project will boast of a seamless supply chain infrastructure, unprecedented even by world
standards. Through multiple formats and a wide range of categories, Reliance is aiming to touch
almost every Indian customer and supplier.

With a vision to generate inclusive growth and prosperity for farmers, vendor partners, small
shopkeepers and consumers, Reliance Retail Limited (RRL), a subsidiary of RIL, was set up to
lead Reliance Group’s foray into organized retail.

With a 27% share of world GDP, retail is a significant contributor to overall economic activity
across the world. Of this, organized retailing contributes between 20% to 55% in various
developing markets. The Indian retail industry is pegged at $ 300 billion and growing at over
13% per year. Of this, presently, organized retailing is about 5%. This is expected to grow to
10% by 2011. RRL has embarked upon an implementation plan to build state-of-the-art retail
infrastructure in India, which includes a multi-format store strategy of opening neighbourhood
convenience stores, hypermarkets, and specialty and wholesale stores across India.

RRL launched its first store in November 2006 through its convenience store format ‘Reliance
Fresh’. Since then RRL has rapidly grown to operate 590 stores across 13 states at the end of FY
2007-08. RRL launched its first ‘Reliance Digital’ store in April 2007 and its first and India’s
largest hypermarket ‘Reliance Mart’ in Ahmadabad in August 2007. This year, RRL has also
launched its first few specialty stores for apparel (Reliance Trends), footwear (Reliance
Footprints), jewellery (Reliance Jewels), books, music and other lifestyle products (Reliance
Timeout), auto accessories and service format (Reliance AutoZone) and also an initiative in the
health and wellness business through ‘Reliance Wellness’. In each of these store formats, RRL is
offering a unique set of products and services at a value price point that has not been available so
far to the Indian consumer. Overall, RRL is well positioned to rapidly expand its existing
network of 590 stores which operate in 57 cities.

During the year, RRL also focused on building strong relationships in the agri-business value
chain and has commenced marketing fruits, vegetables and staples that the company sources
directly to wholesalers and institutional customers. RRL provides its customers with high quality
produce that has better shelf life and more consistent quality than was available earlier. RRL has
made significant progress in establishing state-of-the-art staples processing centres and expects
to make them operational by May 2008.

Through the year, RRL also expanded its supply chain infrastructure. The Company is fully
geared to meet the requirements of its rapidly growing store network in an efficient manner.

Recognizing that strategic alliances are going to be a key driver to its retail business, in FY 2007-
08, RRL established key joint ventures with international partners in apparel, optical and office
products businesses. Further, RRL will continue to seek synergistic opportunities with other

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international players as well. This year, RRL will continue its focus on rapid expansion of the
existing and other new formats across India

Management team

Name Designation
Mr.MukeshAmbani Chairman&Managing Director
Nikhil R Meshwani Executive Director
Hital R Meshwani Executive Director
MadhumitaMohanti Deputy General Manager
AkashayLokhande Area Manager-Operation &Sales and NSO
DevandraChawla Vice-President-Business Head, Merchandise
Head
ZubinNowrojee, Mangement State Head Category

Formats of Reliance RETAIL

Reliance Fresh,

Reliance Mart,

Reliance Digital,

Reliance Trendz,

Reliance Footprint,

Reliance Wellness,

Reliance Jewels,

Reliance Timeout and Reliance Super,

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 CHAPTER-3

Research Methodology

Research Problem

To make a comprehensive study of Reliance Fresh &know the Buying behaviour & of
Reliance Fresh customers.

Type of research
Descriptive type research has used to complete the project. This research is base on fact
finding enquires and the variables are totally independent and uncontrollable.

Data collection:

Primary Data
Primary data of research are collected from direct resources (customer of Reliance fresh)
through questionnaire.

Secondary Data
Secondary Data which are used for research to know the history scop of Retail industry are
collected from already available resources like net and other sources

Universe
Universe of this research is reliance fresh customer of Delhi.

Sampling technique
Random sampling is used for research project. I have given equal weightages to my all
respondent and chose them randomly without any biased like gender, age, income culture.

Data representation technique and tools

Columns chart & Pie chart has used for representation.

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 CHAPTER 4

DATA ANALYSIS AND INTREPRETATION

(1). Gender of the consumer

Male & Female

150 275

Male &…

Interpretation-
In total respondent we analyses that most of the customer in this store is female and their
demand always consider at the time of taking the decision. Company should try to attract new
male customer by provide new scheme on their customer

(2).Age of customer
10-20 21-50 51& above
123 230 72
250
200
150
100
50
0
10-20 21-50 51& above

Interpretation-
In total respondent we analyses that most of the customer are youth .in my observation I found
that most new people believe in convenience shopping It help the company to keep

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management such type which understand the problem of customer easily and rectify the problem
effectively.

(3). How offer do you shop

Daily ( ) week ( ) fortnightly ( ) once in month ( )

Daily Week Fortnightly Once in month

22 224 89 90

250

200

150

100

50

0
Daily Week Fortnightly Once in month

Interpretation-
In total respondent we analyses that most of the customer are likely to purchase on weekend .in
my observation I found that more scheme should be provided on weekend.

(4). What do you mostly shop for at mentioned store?

Vegetables ( ) Grocery ( ) cosmetic product ( ) all product ( )

Vegetable Grocery Cosmetic All product

product
108 96 21 200

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 Vegetable

Grocery

Cosmetic product

All product

Interpretation-
In total respondent we analyses that most of the customer are like to purchase all product in the
store. Company should try to retain the customer. And should increase the variety o cosmetic
product& grocery.

(5). Preference of shopping?

Quality ( ) Brand ( ) Price ( ) one stop shop
Quality brand Price One stop shop
102 134 59 130

quality

brand

price

One stop shop

Interpretation

In total respondent we analyses that most of the customer are believe in reliance brand like to
purchase qualitative product in stop shop. Here I observed that people want to purchase fresh
and original product and want better service.

(6). which store do you kept in preference for purchasing

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 Reliance Fresh ( ) Big apple ( ) other ( ) Local market

Local market Reliance fresh Big apple Other

244 83 80 18

250
200
150
100
50
0
Reliance Big apple Local market other
fresh

Interpretation

In my observation I found till today organised retail sector didn’t penetrate the market.
Company should try to open new convenience store and provide more scheme and good service
to customer to penetrate the market. Initial it may be costlier, but it will give long term benefit.

(7). Do advertisement and promotion influence your shopping decision?

Yes ( ) No ( )
Yes No
390 35

400
300
200
100
0
yes No

Interpretation In my observation I found promotion scheme is must to sustain customer

attract customer & influence the purchasing.

(8). Are Promotion scheme easy to understand

Yes ( ) NO ( ) some time ( )

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Yes No Some time
218 89 118

yes

no

Some time

Interpretation-
Company should try making promotion scheme easy understandable, promotion scheme should
be in both in English & Hindi

(9).How likely are you to recommend Reliance Fresh to a friend or relative? Would you
say the chances are?

Excellent ( ) Good ( ) Fair ( ) Poor ( )

Excellent Good Fair Poor

29 198 190 8

200

150

100

50

0
Excellent Good Fair Poor

Interpretation
In my observation I found that only 46.6% customer are fully satisfied from the store company
should try satisfy the customer by providing better service and rectify their problem immediately.

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(10). Which form of advertisement do you think is most effective?
Print ( ) TV ( ) Radio ( ) telephone ( )
Print TV Radio Telephone
74 119 56 176

200

150

100

50

0
print TV Radio Telephone
Interpretation -
According responded result company can choose telephone as best for advertisement and call
indusial for attracting the customer

(11). Did you get help from CSA when asked?

Yes ( ) No ( ) some time ( ) Never ( )
Yes NO Some time Never
192 95 124 14

200
150
100
50
0
yes NO Some Never
time
Interpretation-
According respondent customers are not fully satisfied company should recruit new skilled
employee for better performance.

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 Chapter 5

Finding
1-Mazority of customers here is female.
2- Majority of customers are young.
3-Majority customers like to purchase all goods from Reliance fresh.
4- Customers like one stops shopping.
5-Local market till today is the first choice of customer.
6-Advertisement is the biggest way to attracting the customer.
7-Promotion scheme not so easy to under stand for customer.
8-Most of customer is not fully satisfied with store.
9-Tele phone is the best way for attracting the customer.
10 Shortages of skilled workers.

Limitations

The project has some limitations because it is totally based on efforts of individuals.
Peoples may be careless and may not give correct answer to the questions, because of so many
reasons.

 It is totally based on personal efforts of individuals.

 Some of the consumers are unable to understand the questionnaire.
 Language is one of the worst problem, some of the consumers are unable to
understand English.
 Some consumers are not interested in filling questionnaire.

Suggestion

1- More promotion scheme should be used to penetrate the market.

2- Skilled employees should be higher because mostly customers are young.
3- Promotion scheme should in such way that customer can understand easily.
4- Service of store should be providing in such way which full the need of the customer.

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Appendix

Questionnaire

NAME-

GENDER-
AGE - Monthly income-

1- How offer do you shop

Daily ( ) week ( ) fortnightly ( ) once in month ( )

2- What do you mostly shop for at mentioned store

Vegetables ( ) Grocery ( ) cosmetic product ( )

3- Which store do you shop?

Reliance Fresh ( ) Big apple ( ) other ( ) Local market

4- Preference of shopping
Quality ( ) Brand ( ) Price ( ) one stop shop

5- Do advertisement and promotion influence your shopping decision

Yes ( ) No ( )

6- Are Promotion scheme easy to understand

Yes ( ) NO ( ) some time ( )

7- How likely are you to recommend Reliance Fresh to a friend or relative? Would
you say the chances are?

Excellent ( ) Good ( ) Fair ( ) Poor ( )

8- Are the Price of Reliance fresh is lower than the other competitor
Yes ( ) No ( ) Equal ( ) no idea ( )

9- Which form of advertisement do you think is most effective?

Print ( ) TV ( ) Radio ( )
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10- Did you get help from CSA when asked?
Yes ( ) No ( ) some time ( ) Never ( )

References

Referred books-

Marketing Research – Paneerselvam

Research Methodology – C.R Kothari
Principles of Marketing – Philip Kotler

Referred site-

 www.ril.com
 www.google.com
 www.wickipedia.com

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