REVIEW OF LITERATURE

Abhishek Kumar Singh and Malhar Pangrikar (2013) did a study titled “A Study Report,
to Find out Market Potential for 4g Businesses in Pune”. The Report is all about “Study of
market potential for 4G business in pune” and also to know about the customer
perceptions and attitudes towards their current service provider. Satisfaction level of the
customers was also judged. The customer expectations were analyzed thoroughly. Major
factors considered in research are: what are the needs of the companies based on the data
services usage, major player in internet services, and support to customers. The research
was conducted on companies mainly from Industries like IT, Education, Manufacturing
and others which are located in Pune city. It is clear from the survey done that Reliance &
Tata are Leading Internet service Provider; they are providing products like Data Card,
Broadband etc to the corporate end users. Most of the companies are getting internet speed
form 1MBPS-4MBPS. Most of the companies are having good perception about 4G and are
willing to switch to it from their current service provider. Speed of 4G is around than 30 to
35 MBPS, is going too boom the Market. Because majority of the companies are facing
Speed problem with their current ISP.

Mudit Ratana Bhalla and Anand Vardhan Bhalla (2010) did a study titled “Generations of
Mobile Wireless Technology: A Survey”.This paper will throw light on the evolution and
development of various generations of mobile wireless technology along with their significance
and advantages of one over the other. In the past few decades, mobile wireless technologies have
experience 4 or 5 generations of technology revolution and evolution, namely from 0G to 4G.
Current research in mobile wireless technology concentrates on advance implementation of 4G
technology and 5G technology. Currently 5G term is not officially used. In 5G researches are
being made on development of World Wide Wireless Web (WWWW), Dynamic Adhoc
Wireless Networks (DAWN) and Real Wireless World.

Gurpreet Saini (2009) did a study titled “examining the 4g mobile standard convergence to the
lte standard”This research study examines the phenomenon of the decisive convergence to a
single mobile communication standard using a multi-level longitudinal case study of the LTE
standard to explore the context, process and content of change associated with all relevant
events and the stakeholders involved in them. The research produces a set of constructs that can
be used to describe the convergence to LTE as well as applied to other similar phenomena in
emerging information and communications technology open standards.

Subharthi Paul (2008)did a study titled “Long Term Evolution (LTE) & UltraMobile
Broadband (UMB) Technologies for Broadband Wireless Access” gives a brief study of
Long Term Evolution (LTE) & Ultra-Mobile Broadband (UMB) Technologies.The
evolution of wireless telephone technologies can be discretely grouped into various
generations based on the level of maturity of the underlying technology. The classification
into generations is not standardized on any given metrics or parameters and as such does
not represent a strict demarcation. However, it represents a perspective which is commonly
agreed upon, both by industry and academia, and hence conceived to be an unwritten

1
standard. At this time, there are two major efforts towards the development of the next
generation - "4G" wireless access technology. The 3GPP or 3rd Generation Partnership
project (brand named as Long Term Evolution) is the name of the 4G efforts being
undertaken in Europe and the 3GPP2 or 3rd Generation Partnership project 2 (brand
named as Ultra Mobile Broadband) is the 4G effort of North America and parts of Asia.
This survey tries to present an evolutionary and objective sketch to the development efforts
of these technologies that mark the future of wide area broadband wireless access
technologies.

Irfan Ullah (2012) Did a study titled“A study and analysis of Public WiFi”. The objective of
this survey is to compare different technologies with WiFi in terms of cost factor,
bandwidth and performance factor, and technology implementation factor The goal of this
thesis is to analyze and compare different wireless network technologies with as focus on
availability, number of nodes, total cost, end-user cost, vendor cost, range, reliability and
security. The goal is to compare Local Area Network Wi-Fi technology (IEEE 802.11 a/g)
with mobile wireless technology like 3G, 4G and LTE.

Liwen Zhang (2010) did a study titled “a survey on long term evolution” Long Term
Evolution (LTE) is a significant project of 3rd Generation Partnership Project (3GPP),
initially proposed on the Toronto conference of 3GPP in 2004 and officially started as LTE
work item in 2006. LTE, as a transition from the

23

3rd generation (3G) to the 4th generation (4G), has achieved great capacity and high speed
of mobile telephone networks without doubt. It defines a new packet-only wideband radio
with flat architecture and assumes a full Internet Protocol (IP) network architecture in
order to assure voice supported in packet domain in design. In addition, it is combined with
top-of-the-line radio techniques in order to gain better performance than Code Division
Multiple Access (CDMA) approaches. LTE provides scalable carrier bandwidths from 1.4
MHz to 20 MHz and frequency division duplexing (FDD), as well as time division
duplexing (TDD). In this paper, it presents an overall description of LTE technology
separately in different aspects of LTE architecture and technical principles to clarify how
LTE as a radio technology achieves a high performance for cellular mobile communication
systems.

OBJECTIVES
 To Compare the level of satisfaction of Consumer towards Reliance JIO & Bharti Airtel
 To Analysis the difference between the services of Reliance JIO & Bharti Airtel
 To understand the awareness of Reliance JIO & Bharti Airtel products among consumers in the
market.

2
 RESEARCH METHOLOGY
Survey method: A Survey is a complete operation, which requires some technical knowledge
Survey methods are mostly personal in character. Surveys are best suited for getting primary
data. the research obtains information from the respondents by interviewing them.
Sampling: It is not always necessary to collect data from whole universe4. A small
representative sample may serve the purpose. A sample means a small group taken in a large lot.
This small group taken in a large lot .This small group should be emanative cross section and
really “representative” in character. This selection process in calls sampling.
Sample size: Samples are devices for learning about large masses by observing a few
individuals. The selected sample is 100.
Methods of Sampling
Convenience sample method: The method adopted here is Convenience sampling method. A
Convenience sample is one where each item in the universe has as an equal chance of known
opportunity of being selected.
Research Instrument
Questionnaire: A questionnaire is a carefully complied logical sequence of questr5ions directed
to a define objective. It is the outline of what information is required and the framework on
which the data is built upon. Questionnaire is commonly used in securing marker information
that its preparation deserves utmost skill and care.
Collection of data: One of the important tools for conduction market research is that availability
of necessary and useful data. Date collection is more of an art than a science. The methods of
marketing research are in a way the methods of data collection. The sources of information fall
under two categories.
Internal sources: Every company has to keep certain records such as accounts, reports etc. these
records provide sample information which an organization usually keeps collection in its
working.
External source : When internal records are insufficient and required information is not available,
the organization will have to depend on external sources of data are.
a) Primary data: The data collected for a purpose in original and for the first time is known as
primary data. The researches collect this data to study a particular problem.
Here the primary data is data collected through questionnaire by directly meeting the customers
b) Secondary Data: The data, which is collected from the published sources i.e., not originally
collected of the first rime is called secondary data.
Here the secondary data is data collected from the company’s brochures, pamphlets, catalogues
and the website.

PRESENTATION OF THE DATA:

A schedule of 12 questions has been prepared to suit the objectives of the study. On the basis
of convenient random sampling technique, the respondents have been selected and information
has been collected.
The collected information has been classified, tabulated, analysis using mathematical tools like
percentages and interpretations have been drawn.

3
After analysis, findings have been drawn and suggestions are offered

EXECUTIVE SUMMARY
Consumer buying behaviour is the sum total of a consumer's attitudes, preferences, intentions,

and decisions regarding the consumer's behaviour in the market place when purchasing a product

or service. The study of consumer behaviour draws upon social science disciplines of

anthropology, psychology, sociology, and economics. In other words Consumer behaviour is the

study of how individual customers, groups or organizations select, buy, use, and dispose ideas,

goods, and services to satisfy their needs and wants. It refers to the actions of the consumers in

the marketplace and the underlying motives for those actions. Marketers expect that by

understanding what causes the consumers to buy particular goods and services, they will be able

to determine—which products are needed in the marketplace, which are obsolete, and how best

to present the goods to the consumers. The study of consumer behaviour assumes that the

consumers are actors in the marketplace. The perspective of role theory assumes that consumers

play various roles in the marketplace. Starting from the information provider, from the user to

the payer and to the disposer, consumers play these roles in the decision process. The roles also

vary in different consumption situations; for example, a mother plays the role of an influence in a

child’s purchase process, whereas she plays the role of a disposer for the products consumed by

the family. The main aim of marketing is meet and satisfy target customers need and wants buyer

behaviour refers to the people 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

4
market. The field of consumer behaviour studies how individuals, groups and organization

select, ideas, or experience to satisfy their needs and desires understanding consumer behaviour

and knowing customer are never simple. The wealth of products 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.

Consumer buying behaviour is the sum total of a consumer's attitudes, preferences, intentions,

and decisions regarding the consumer's behaviour in the marketplace when purchasing a product

or service. The study of consumer behaviour draws upon social science disciplines of

anthropology, psychology, sociology, and economics. In other words Consumer behaviour is the

study of how individual customers, groups or organizations select, buy, use, and dispose ideas,

goods, and services to satisfy their needs and wants. It refers to the actions of the consumers in

the marketplace and the underlying motives for those actions.Marketers expect that by

understanding what causes the consumers to buy particular goods and services, they will be able

to determine—which products are needed in the marketplace, which are obsolete, and how best

to present the goods to the consumers.The study of consumer behaviour assumes that the

consumers are actors in the marketplace.

Consumer Experience Evaluation is a scoring process used to help a company determine

which customers the company should target in order to maximize profit. Customer valuation

requires that the company evaluate past data to learn which customers purchased recently, which

customers purchased frequently, and which customers spent the most money, in hopes that the

5
company can forecast future purchase potential and make sure time and resources are spent only

on its best customers.

CHAPTER-1
INTRODUCTION TO THE
ORGANIZATION,
INDUSTRY AND THE
PROBLEM
6
 COMPANY PROFILE

Reliance Retail Ltd. is a subsidiary company of Reliance Industries Limited. Founded in 2006

and based in Mumbai it is the largest retailer in India in terms of revenue. 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.

Reliance Retail is the retail initiative of the group and is central to our consumer facing

businesses. Serving the food and grocery category Reliance Retail operates Reliance Fresh,

Reliance Smart and Reliance Market stores. In the consumer electronics category Reliance Retail

operates Reliance Digital and Reliance Digital Express Mini stores and in fashion & lifestyle

category it operates Reliance Trends, Reliance Footprint, Reliance Jewel stores in addition to a

large number of partner brand stores across the country.

7
Reliance Retail has the distinction of being the largest retailer in the country. Reliance Retail's

commitment to "bettering the lives" has been embodied in its pursuit to make a difference on

social socio–economic issues in India. The initiative has brought millions of farmers and small

producers to the forefront of the retail revolution by partnering with them for growth.

Reliance Retail operates chain of convenience stores, supermarkets, wholesale cash &

carry and specialty stores providing choice, convenience and superior value.

There are over 45 subsidiaries and divisions of reliance retail. Following is the list of major

divisions:

 Reliance petro retail

 Reliance fresh
 Reliance digital
 Reliance LYF
 Reliance jewels
 Reliance time out
 Reliance trends
 reliance footprint and reliance living
 Reliance market
 AJIO

Reliance Petroleum:

Reliance Petroleum Limited (BSE: 532743) was set up by Reliance Industries Limited (RIL),

one of India's largest private sector companies based in Ahmedabad. Currently, RPL is

8
subsidiary of RIL, and has interests in the downstream oil business. RPL also benefits from a

strategic alliance with Chevron India Holdings Pvt. Limited, Singapore, a wholly owned

subsidiary of Chevron Corporation USA (Chevron), which currently holds a 5% equity stake in

the Company.

Reliance Petroleum Limited (RPL), a Mukesh Ambani led Reliance Group company was set up

to harness an emerging value creation opportunity in the global refining sector by Reliance

Industries, one of the India's largest private sector company with a significant presence across the

entire energy chain and a global leadership across key product segments. Currently, RPL is

subsidiary of RIL.

RPL was formed to set up a Greenfield petroleum refinery and polypropylene plant in the

Special Economic Zone (SEZ) at Jamnagar in Gujarat. This global sized, highly complex

refinery is being located adjacent to RIL's existing refinery and petrochemicals complex, which

is amongst the largest and most efficient in the world, thus offering significant synergies. The

9
commissioning of the RPL refinery catapults Reliance into the league of the largest refiners

globally, both in terms of complex refining capacity and earnings potential. With the completion

of the RPL refinery, Jamnagar has emerged as the „Refining Hub of the World‟ with the largest

refining complex with an aggregate refining capacity of 1.24 million barrels of oil per day in any

single location in the world.

The state-of-the-art, globally competitive RPL refinery has been completed in 36 months from

concept to commissioning, which is a new benchmark for building a grass-root refinery of this

scale and complexity. This refinery has been built with a significant capital cost competitive

advantage. This record has been achieved in spite of the significant shortfall in engineering and

construction resources that has impacted most other refinery projects globally. RPL achieved the

milestone by leveraging the project management skills of the Reliance group together with

world-class implementation partners like Bechtel, UOP and Foster Wheeler amongst others.

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 $ 34 billion. The flagship company, Reliance Industries Limited, is a

Fortune Global 500 company and is the largest private sector company in India. 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 retail.

Reliance enjoys global leadership in its businesses, being the largest polyester yarn and fibre

producer in the world and among the top five to ten producers in the world in major

petrochemical products. The Group exports products in excess of US$ 20 billion to 108 countries

10
in the world. Major Group Companies are Reliance Industries Limited (including main

subsidiaries Reliance Petroleum Limited and Reliance Retail Limited) and Reliance Industrial

Infrastructure Limited. On March 2, 2009 the Boards of Directors of Reliance Industries Limited

(RIL) and Reliance Petroleum Limited (RPL) unanimously approved RPL‟s merger with RIL,

subject to necessary approvals. The exchange ratio recommended by both boards is 1 (one) share

of RIL for every 16 (sixteen) shares of RPL. RIL will issue 6.92 crore new shares, thereby

increasing its equity capital to Rs 1,643 crore. On April 13, 2009, the shareholders and the

creditors of Reliance Petroleum Limited (RPL) approved the Scheme of Amalgamation of RPL

with Reliance Industries Limited (RIL).

SWOT ANALYSIS:

“SWOT is an acronym for the internal Strengths and Weaknesses of a firm and the

environmental Opportunities and Threats facing that firm. SWOT analysis is a widely used

technique through which managers create a quick overview of a company‟s strategic situation.

The technique is based on the assumption that an effective strategy derives from a sound “fit”

between a firm‟s internal resources (strengths and weaknesses) and its external situation

(opportunities and threats). A good fit maximizes a firm‟s strengths and opportunities and

minimizes its weaknesses and threats. Accurately applied, this simple assumption has powerful

implications for the design of a successful strategy.”

LOCATION OF FACTORS TYPES OF FACTOR

FAVOURABLE UN-FAVORABLE

INTERNAL Strengths Weaknesses

11
  Leading market  Increasing long term

position debt

 Operational efficiency  Problem with the

in refining FCCU

 Strong financial

performance

EXTERNAL Opportunities Threats

 Joint venture with  Intense domestic

NOVA Chemicals competition

 Acquisition of  Rising petrochemical

polyester assets of supply in the Middle

Hualon Corporation East

 Increasing demand for  Fluctuating crude oil

transportation fuels prices

 Growing demand for  Economic slowdown

petroleum products in India

12
 INTRODUCTION

Consumer buying behaviour is the sum total of a consumer's attitudes, preferences, intentions,
and decisions regarding the consumer's behaviour in the marketplace when purchasing a product
or service. The study of consumer behaviour draws upon social science disciplines of
anthropology, psychology, sociology, and economics.

 In other words Consumer behaviour is the study of how individual customers, groups or
organizations select, buy, use, and dispose ideas, goods, and services to satisfy their
needs and wants. It refers to the actions of the consumers in the marketplace and the
underlying motives for those actions.

 Marketers expect that by understanding what causes the consumers to buy particular
goods and services, they will be able to determine—which products are needed in the
marketplace, which are obsolete, and how best to present the goods to the consumers.

 The study of consumer behaviour assumes that the consumers are actors in the
marketplace. The perspective of role theory assumes that consumers play various roles in
the marketplace. Starting from the information provider, from the user to the payer and
to the disposer, consumers play these roles in the decision process.

 The roles also vary in different consumption situations; for example, a mother plays the
role of an influencer in a child’s purchase process, whereas she plays the role of a
disposer for the products consumed by the family.

13
 1. According to Engel, Blackwell, and Mansard, ‘consumer behaviour is the actions
and decision processes of people who purchase goods and services for personal
consumption’.
 2. According to Louden and Bitta, ‘consumer behaviour is the decision process and
physical activity, which individuals engage in when evaluating, acquiring, using or
disposing of goods and services’.
 3. According to Engel, Those acts of individuals directly involved in obtaining, using, and disposing of
economic
 goods and services, including the decision processes that precede and determine these acts”
 4. According to Kotler Consumer behaviour is the study of how people buy, what they buy,
when they buy and why they buy.

TYPES OF CONSUMER BUYING BEHAVIOUR

 Consumer wants are unlimited because there are different types of consumer buying
behaviour. To satisfy these wants they need to buy goods and services. Buying a salt is
totally different from buying a diamond necklace. The more expensive the good is the
more information is needed by the consumer. There are four types of consumer buying
behaviour based on the buyer involvement in the purchase.
 1) Complex buying behaviour:- when the consumer is highly involved in the purchase
and have the knowledge about significant differences between brands then it is called
complex buying behaviour. So in this case the consumer must get relevant information
about the product attribute and the marketer must develop brand preference to provide
detailed information regarding the product attribute. For eg. Consumer while buying
a television or air conditioner is highly involved in the purchase and has the knowledge
about significant differences between brands.
 2) Variety seeking behaviour:- in this case there is low involvement of the consumer
regarding the product and there are significant differences between brands. Consumers

14
 generally buy different products not due to dissatisfaction but due to seek variety. Like
every time they buy
 different soap just for variety. In this case the marketer must encourage the consumer to
buy the product by offering discounts, free samples and by advertising the product a lot.
 3) Dissonance buying behaviour:- sometimes consumer is highly involved in the
purchase but there are few differences between brands. Highly involvement again means
that the product is expensive, but due to few differences between brands consumer will
buy the product frequently. Like consumer while buying awall paints, buy them quickly
as there are few differences between brands.
 4) Habitual buying behaviour:- in this case there is low involvement of the consumer
regarding the product and there are few differences between brands. The consumer just
goes to the market and buys the product. For eg. Salt.

CONSUMER BUYING BEHAVIOUR IN MALLS

 Shopping malls contribute to business more significantly than traditional markets which were
viewed as simple convergence of supply and demand. Shopping malls attract buyers and
sellers, and induce customers providing enough time to make choices as well as a
recreational means of shopping. However, competition between malls, congestion of markets
and traditional shopping centers has led mall developers and management to consider
alternative methods to build excitement with customers. This study examines the impact of
growing congestion of shopping mall in urban areas on shopping conveniences and shopping
behaviour. Based on the survey of urban shoppers, the study analyzes the cognitive attributes
of the shoppers towards attractiveness of shopping malls and intensity of shopping. The
results of the study reveal that ambiance of shopping malls, assortment of stores, sales
promotions and comparative economic gains in the mall attract higher customer traffic to the
malls.
 Shopping malls are an emerging trend in the global arena. The first thing that comes in our
mind about the shopping malls is that it is a big enclosed building housing a variety of shops
or

15
 Products. According to historical evidences shopping malls came into existence in the middle
ages, though it was not called so. The concept of departmental stores came up in the 19th
century with the Industrial Revolution. Consumers wanted a better shopping experience and
this demand gave rise to the emergence of shopping malls in India.
 Consumer Experience Evaluation is a scoring process used to help a company determine
which customers the company should target in order to maximize profit. Customer valuation
requires that the company evaluate past data to learn which customers purchased recently,
which customers purchased frequently, and which customers spent the most money, in hopes
that the company can forecast future purchase potential and make sure time and resources are
spent only on its best customers.

 To understand how customer valuation works, let's imagine there is a company that
manufactures skateboards called Cool Skate. Cool Skate's sales are made primarily through
Internet and print catalog sales. Through surveys and questionnaires on their Web site, Cool
Skate has accumulated quite a bit of data about the buying habits, preferences, and age range
of their customers. With this data, Cool Skate will devise a customer valuation scoring
system that awards points based on total purchasing dollars, repeat purchases, and customer
loyalty. Cool Skate can then use the information gained from the customer valuation scores
to predict repeat-purchase probability as well as the probability of attrition, and target their
promotions to customers who are likely to make new purchases.

 Customer valuation is based upon the 80/20 rule in marketing, whereby a company spends
the majority of its time working with its best customers. There are many software
applications on the market to help companies determine a point system relevant to their
products or services and combine aggregated data to determine customer valuation.

 Statement of The Problem

In the present scenario, the automobile companies are offering unimaginable price and schemes
to boost up their sales volume. This induce the people to purchase more number of vehicles and

16
it increase the consumption of people to purchase more number of vehicles and it increase the
consumption of fuel. It gives more trouble to the government to avail the maximum capacity of
fuel in the country. In this situation the government liberalized the petroleum policy to the
petroleum corporations, to fix the price by themselves by consulting with OPEC (oil and
petroleum exporting council) and also private petroleum corporation can establish their own
retail outlets to build up the brand and to capture the market. For this a study has been conducted
to assess the preference of retail outlet (petroleum corporations) among the consumers in
Bathinda town. It helps to identify the perception of consumers towards petroleum corporations
and to create the brand image among the petroleum corporation.

17
 LITERATURE REVIEW

Dr. T. Sri Nivasan (Feb, 2015) says that understanding of buyer behaviour is essential in

marketing planning and programmes. Buyer behaviour is one of the most important keys to

successful marketing. It is a process. Potential customers are subjected to various stimuli. The

customer is regarded as a black box as we cannot see what is going on in his mind. He responds

to the marketing management. The model of be buyer behaviour is a stimulus-response model.

Response may be decision to purchase or not to purchase. In the present scenario, the

automobile companies are offering unimaginable price and schemes to boost up their sales

volume. This induce the people to purchase more number of vehicles and it increase the

consumption of people to purchase more number of vehicles and it increase the consumption of

fuel. It gives more trouble to the government to avail the maximum capacity of fuel in the

country.

Yvonne K Saini & Siyabulela V Matinise (2001) was set out to empirically investigate the

factors that influence consumer choice in the decision of service station in the fuel industry in

South Africa. We focus on understanding factors that influence decision making as this is critical

to predicting and influencing consumer behaviour as well as in developing strategies that link

customer needs. This paper examines customer decision making behaviour in the choice of petrol

stations utilising the Customer Styles Inventory (CSI) model. Customer decision making is

complex as the prices of fuel products are regulated except for diesel in South Africa. Three

18
hundred and forty-nine participants participated in the study and data was collected through

questionnaires. Factor analysis results were statistically significant indicating that consumers’

decision is influenced by their need for convenience and speed of service. The findings of this

study provide empirical evidence that indicate that fuel service providers should create shopping

environments that are easily accessible and offer speed service.

Vivek Panda (2014)The consumer behaviour plays an important role in marketing of fast

moving consumer goods. This behaviour is effected by various factors. in the present era of

globalisation needs and wants of consumers changes with time. The fast moving consumer goods

(FMCG) sector contributes a lot to the growth of India’s GDP. Therefore it is necessary to

identify the changes in consumer buying behaviour towards Petroleum Outlet. The motive of this

paper is to identify the factors affecting consumer buying behaviour products and finally

effecting their decision making process. The data for this study has been collected through

questionnaire and findings have been theoretically presented.

A.H.Hemanth Kumar(2014)he purpose of this study is to investigate internal and external

influences on consumers purchasing decisions on cosmetic products in Tamilnadu and Kerala.

The questionnaires were given to 500 consumers who are all using cosmetics. Out of 500

consumers contacted, 412 questionnaires were received with required coverage and details. The

instruments of this study involved two parts: the first section of the instrument consisted of

forced-choice questions about demographic characteristics: gender, marital status, age,

occupation, monthly income level. The Statistical Package for the Social Science (SPSS) for

19
Microsoft Windows 20.00 was used to complete the analysis of the collected data. Descriptive

statistics, including means, standard deviations were implemented in order to investigate the

demographic data, one-way analysis of variance (ANOVA) were used to determine whether any

significant relationships exist among respondents. In addition, the .05 level of statistical

significance was set at all statistical tests in the present study. The findings of the study were

generalized as follows: Statistically significant differences were found in Income level by the

different brand dimensions like social, culture and there is no statistically significant difference

in dimension of Personal and psychological. In the end of the study implications and conclusion

were provided.

Dr.M . Velumani(2014)In Present Marketing Scenario, the Study of Consumer Behavior has

become essential. Consumers are the kings of markets. Without consumers no business

organization can run. All the activities of the business concerns end with consumers and

consumer satisfaction. Customer behavior study is based on consumer buying behavior, with the

customer playing the three distinct roles of user, payer and buyer. Consumer buying behavior has

become an integral part of strategic market planning. In order to develop a framework for the

study consumer behavior it is helpful to begin by considering the evolution of the field of

consumer research and the different paradigms of thought that have influenced the discipline. As

described in this article, a set of dimensions can be identified in the literature, which can be used

to characterize and differentiate the various perspectives on consumer research.

20
John Franklin Bailey (2011) The dynamic nature of modern organisations, characterised by

hyper turbulence, necessitates that organisations remain receptive to the plethora of internal and

external forces driving changes in strategy. One such organisation is that of Engen Petroleum

Limited which operates in an ever changing, highly competitive environment. In order to remain

the market leader, Engen needs to revisit its strategy to contend with market forces, bearing in

mind that globalisation, as well as international ownership of competitor companies, play a role.

In order to maintain a competitive advantage, the role of brands in the context of convenience is

important, as brand recognition makes decision-making simpler for consumers who are in a rush.

It is hence deemed expedient for forecourt retailers to understand customer satisfaction drivers,

such as quality, service and convenience (Molefi, 2007). The current research focuses on the

Engen Western Cape Quick Shop network, and in particular, investigates the possible reasons,

namely growth rates, product offering, location, and customer service, for performance

compared to the national average. A questionnaire/survey was conducted to determine the

demographic characteristics of customers as well as the factors that influence their propensity to

utilise Engen Quick Shops. This research was intended to provide Engen Petroleum Limited with

data and information to enable the Western Cape Convenience dealer network to not only grow

at the national average, but also to position itself at the forefront of the Convenience Store

market.

R Krishna Kumari, Dr. N Yesodha Devi (2016) The development of convenience store in Petrol

Station has seen a dramatic change where all players have now moved towards a standardized

image to reflect their seriousness in expanding their retails business apart from distribution of

21
petroleum products. Various services ranging from food store to medicine store, ATM to portal

counters are provided to the customers to improve customer experience, customer loyalty and

customer satisfaction. The present study is undertaken to identify the consuming behaviour of the

consumers in petrol retail outlets, to identify the level of importance given by the consumers to

various services in petrol retail outlets, to analyze the services used by the consumers in petrol

retail outlets. Convenience sampling method was used to select the sample size of 200 in

Coimbatore city. The results show that most of the respondents are using two wheeler, most of

the respondents are filling petrol in their vehicles, frequency of filling fuel is once in a week for

less than Rs.1,000. The respondents give importance for air pressure checking and are using this

service regularly in petrol outlets.

Dr. R.P.Patel (2014) tells that it is just beginning of new era in petro-retailing. Industry is

expecting many changes; customers are expecting better services and retailers are optimistic for

better sales volume and profits. The key to success is to design and implement the policy in the

line of customer expectations and to initiate changes in Government policies in the other

complementary areas. In addition to the changes brought in so far, the researcher is expecting

that the other fuel products viz LPG and kerosene shall also be liberalized and this will widen the

competition among OMCs

22
 CHAPTER-2
OBJECTIVES OF THE
STUDY

23
1. To study the factor affecting consumer buying regarding reliance Petroleum.
2. To evaluate the consumer experience regarding Reliance Petroleum.

24
 CHAPTER-3
RESEARCH
METHODLOGY

25
Research Methodology is a set of various methods to be followed to find out various
information’s regarding market strata of different products. Research Methodology is
required in every industry for acquiring knowledge of their products.

Sampling Area

The study is exclusively done in the area of marketing. It is a process requiring care,
sophistication, experience, business judgment, and imagination for which there can be no
mechanical substitutes.

Sampling Procedure

It is a way through which sampling is done. There are various procedures like Random sampling,
Systematic Sampling, Quota Sampling, and Convenience sampling etc. the sampling procedure
opted for this study is Convenience Sampling. . It can be defined as “when population
elements are selected for inclusion in the sample based on the ease of access.”

Sources of Data

Primary Source- The primary data was collected by means of a survey. Questionnaires were
prepared and customers of the Reliance Petrol Pump at three branches were approached to
fill up the questionnaires. The questionnaire contains 13 questions which reflect on the type
and quality of services provided by the Reliance Petrol Pump to the customers. The
response of the customer is recorded on a grade scale of strongly disagree, Somewhat
disagree, Neither dissatisfied nor satisfied, Somewhat agree and strongly agree for some
questions. The filled up information was later analyzed to obtain the required interpretation
and the findings.

26
Secondary Source- In order to have a proper understanding of the customer service of
Reliance Petrol Pump a depth study was done from the various sources such as books, a lot
of data is also collected from the official websites of the Reliance Petrol Pump and the
articles from various search engines like Google, yahoo search and answers.com.

RESEARCH DESIGN

The research design is exploratory till identification of customer services parameters. Later
it becomes descriptive when it comes to evaluating customer perception of customer service
of the Reliance Petrol Pump. Descriptive research, also known as statistical research,
describes data and characteristics about the population or phenomenon being studied.
Descriptive research answers the questions who, what, where, when and how. Although the
data description is factual, accurate and systematic, the research cannot describe what
caused a situation. Thus, descriptive research cannot be used to create a causal relationship,
where one variable affects another. In other words, descriptive research can be said to have
a low requirement for internal validity.

The description is used for frequencies, averages and other statistical calculations. Often the
best approach, prior to writing descriptive research, is to conduct a survey investigation.
Qualitative research often has the aim of description and researchers may follow-up with
examinations of why the observations exist and what the implications of the findings are.

RESEARCH SAMPLE

1. SAMPLING PLAN :

Since it is not possible to study whole universe, it becomes necessary to take sample from
the universe to know about its characteristics.

 Sampling Units: Customers of Reliance Petrol Pump.

27
  Sample Technique: Random Sampling.

 Research Instrument: Structured Questionnaire.

 Contact method: Personal interview

2. SAMPLE SIZE:

The work is a case of Reliance Petrol Pump one of the Retail Sector industry together
representing great per cent of the market share of Indian retail sector. The survey was
conducted in the city of Bathinda with three branches of Reliance Petrol Pump, with 253
customers as respondent.

3. DATA COLLECTION TOOL

Data is collected from various customers through personal interaction. Some other
information is collected through secondary data also. Data was collected through a
structured questionnaire, likert technique is used. Likert scale is simply a statement which
subjective
the respondent is asked to evaluate according to any kind of or objective criteria,
generally the level of agreement and disagreement is measured. The questionnaire consists
of two parts. The first part consists of three questions concerning the demographic
information of the respondent such as the name, age, occupation and gender. The second
part consisting of respondent’s perception about the customer services of Reliance Petrol
Pump and competitors analysis.

RESEARCH LIMITATIONS

The study is only for the Reliance Petrol Pump confined to a particular location and a very
small sample of respondents. Hence the findings cannot be treated as representative of the
entire retail industry. Respondents may give biased answers for the required data. Some of
the respondents did not like to respond.

28
Respondents tried to escape some statements by simply answering “neither agree nor
disagree” to most of the statements. This was one of the most important limitation faced, as
it was difficult to analyse and come at a right conclusion.

In our study we have included 253 customers because of time limit

CHAPTER-4
DATA ANALYSIS &
INTERPRETATION

29
 1. Gender of the respondent?
 Male
 Female

Response Count
Female 1
Male 252
Grand Total 253

Female
0%

Male
100%

INTERPRETATION: This Pie Chart depicts that majority of respondents are male.

2. For the purpose of classification tell me which age group you fall under?
 16-25yrs

30
  26-35yrs
 36-45yrs
 46-60yrs
 Less then 16 years

16 - 25 years 26 - 35 years 36 - 45 years 46 - 60 years Less than 16 years Grand Total

Count 47 106 81 18 1 253

Age Group
Age Group

106
81
47

18
16-25yrs 1
26-35yrs
36-45yrs
46-60yrs
less than 16
years

INTERPRETATION: This Bar Graph depicts that majority of respondents belong 26-35 age

groups.

3. What type of vehicle you have? (Observe & record)

Response Commercial Private Grand Total

2 – wheeler 181 181
3 – wheeler 4 2 6
4-wheeler 7 44 51
Drums/Cans/Bottles (Not in vehicles) 4 4

31
 Tractor/Harvester 3 3
Truck 7 1 8
Grand Total 18 235 253

181
200
180
160
140
120
100
80 44
60 2
40 4
20 4 3
0 7 1
7

Commercial Private

INTERPRETATION: This Bar Graph depicts that majority of respondents Filling the fuel in 2-

wheelers.

4. Is this a Patrol / Diesel vehicle?

Response Count
Diesel 57
Petrol 196
Grand Total 253

32
 Sales

Diesel
23%

Petrol
77%

INTERPRETATION: This Pie Chart depicts that majority of respondents are using Petrol

vehicles.

5. Today How much fuel are you planning to fill in your vehicle?
 I will get full tank
 I will fill fuel of specific amount
 I will fill specific litres of fuel

Response Count
I will fill fuel of a specific amount 241
I will fill specific litres of fuel 5
I will get full tank filled 7
Grand Total 254

33
 I will fill I will get full
specific litres tank filled
of fuel 3%
2%

I will fill fuel

of a specific
amount
95%

INTERPRETATION: This Pie Chart depicts that majority of respondents will fill specific

amount of fuel.

6. Which type of payment methods can be used at this pump?

 cash
 credit
 Debit card / credit card
 Trans connect card
 Mobile wallet
 BHIM /UPI app

Cash 253
Credit 18
Debit card / credit card 241
Trans connect card 60
Mobile wallet 52
BHIM /UPI app 1

34
 Mobile wallet BHIM /UPI app
8% 0%
Trans connect card
10%
Cash
40%

Debit card / credit

card
39%

Credit
3%

INTERPRETATION: This Pie Chart depicts that majority of respondents are aware of cash

7. Which type of payment methods have you ever used at this pump?
 cash
 credit
 Debit card / credit card
 Trans connect card
 Mobile wallet
 BHIM /UPI app

Cash 250
Credit 1
Debit card / credit card 105
Trans connect card 11
Mobile wallet 5
BHIM /UPI app 1

35
 Trans connect card Mobile wallet
BHIM /UPI app

Debit card / credit

card

Cash

Credit

This Pie Chart depicts that majority of respondents using cash.

8. Which type of payment method is your preferred method at pump?

 cash
 credit
 Debit card / credit card
 Trans connect card
 Mobile wallet
 BHIM /UPI app

Cash 238
Credit 0
Debit card / credit card 24
Trans connect card 6
Mobile wallet 1
BHIM /UPI app 1

36
 250

200

150
238
100

50

0 0 24
Cash 6
Credit 1
Debit card 1
/ credit Trans
connect Mobile
card BHIM
card wallet
/UPI app

INTERPRETATION: This Pie Chart depicts that majority of respondents have cash as most
preferable.

9. Which of the statement well describes how satisfied or dissatisfied you are with your overall
shopping experience at this pump?
 Very dissatisfied
 Somewhat dissatisfied
 Neither satisfied nor dissatisfied
 Somewhat satisfied
 Very satisfied

Response Count
Very dissatisfied: 1
0
Somewhat dissatisfied: 2
0
Neither satisfied nor dissatisfied: 3 0
Somewhat satisfied: 4 3

37
 Very satisfied: 5 250
No Response: 9 0
Grand Total 253

250

0 0 0 3 0

Very Somewhat Neither Somewhat Very No Response:

dissatisfied: 1 dissatisfied: 2 satisfied nor satisfied: 4 satisfied: 5 9
dissatisfied: 3

INTERPRETATION: This Bar Graph depicts that majority of respondents are very Satisfied

with Shopping Experience at this pump.

10. Are you satisfied with Quality of fuel?

 Very dissatisfied
 Somewhat dissatisfied
 Neither satisfied nor dissatisfied
 Somewhat satisfied
 Very satisfied

Response Count
Very dissatisfied: 1
0
Somewhat dissatisfied: 2
0
Neither satisfied nor dissatisfied: 3 0
Somewhat satisfied: 4 5

38
 Very satisfied: 5 247
No Response: 9 1
Grand Total 253

250

200

150
247

100

50

0 0 0 5 1
0
Very Somewhat Neither Somewhat Very No
dissatisfied: dissatisfied: satisfied nor satisfied: 4 satisfied: 5 Response: 9
1 2 dissatisfied:
3

INTERPRETATION: This Bar Graph depicts that majority of respondents are very Satisfied

about the Quality of Fuel.

11. Are you satisfied by quantity of fuel?

 Very dissatisfied
 Somewhat dissatisfied
 Neither satisfied nor dissatisfied
 Somewhat satisfied
 Very satisfied

Response Count
Very dissatisfied: 1
0
Somewhat dissatisfied: 2
0
Neither satisfied nor dissatisfied: 3 0

39
 Somewhat satisfied: 4 3
Very satisfied: 5 249
No Response: 9 1
Grand Total 253

249
250

200

150

100

50
0 0 0 3 1
0
Very Somewhat Neither Somewhat Very No
dissatisfied: dissatisfied: satisfied nor satisfied: 4 satisfied: 5 Response: 9
1 2 dissatisfied:
3

INTERPRETATION: This Bar Graph depicts that majority of respondents are very Satisfied

about the Quantity of Fuel.

12. Are you convenience with the using your most preferred payment method?
 Very dissatisfied
 Somewhat dissatisfied
 Neither satisfied nor dissatisfied
 Somewhat satisfied
 Very satisfied

Response Count
Very dissatisfied: 1
0
Somewhat dissatisfied: 2
0
Neither satisfied nor dissatisfied: 3 0

40
 Somewhat satisfied: 4 10
Very satisfied: 5 229
No Response: 9 14
Grand Total 253

250
200 229
150
100
50 0 0
0 0 10
14

INTERPRETATION: This Bar Graph depicts that majority of respondents are very Satisfied

about convenience with the using your most preferred payment method.

13. Basis your experience at this petrol pump, will you visit this pump again?
 Yes
 May be
 No

Response Count
Yes 252
May Be 1
No 0
Grand Total 253

41
 Maybe
Experience
0%

Yes
100%

This Pie Chart depicts that majority of respondents will come again.
14. How frequently do you visit this petrol pump to fill fuel?

Response Count
Once a day or more 38
Once a month / 4 weeks 6
Once a week 52
Once in 2 weeks 26
Once in 2-3 days 96
Other (please specify) 11
This is the first time I am filling fuel from this pump 24
(blank)
Grand Total 253

42
 96

52
38
26 24
6 11

Once a day Once a Once a Once in 2 Once in 2-3 Other This is the
or more month / 4 week weeks days (please first time I
weeks specify) am filling
fuel from
this pump

INTERPRETATION: This Bar Graph depicts that majority of respondent frequently come

Once 2-3 Days.

43
 CHAPTER-5
FINDINGS
&
SUGGESTIONS

44
 FINDINGS

1. The majority of the respondents are Male.

2. The majority of the respondents are belongs to the group between 26-45 years.

3. The Majority of the respondent are using two-wheelers and other using four-wheeler

vehicles.

4. The majority of the respondents are using petrol vehicles rather than diesel vehicles.

5. Out of all respondents the majority of them fill fuel upto Rs.100 in a visit in two-wheeler

and in four wheeler among respondents the majority of them fill fuel upto Rs.500 in

visit.

6. Out of all respondents the majority of them aware about the payments of cash and

debit\credit cards.

7. The majority of the respondents have used cash payment at this pump

8. The majority of the respondents have used Credit\Debit card payment at this pump

9. Most of the respondents are Very satisfied with petrol pump services like Quality of fuel,

quantity of fuel filled.

10. The majority of respondent are very satisfied about convenience with their preferred

payment.

11. Most of the respondents will come next time at this petrol pump.

12. The majority of respondent frequently come Once 2-3 Days.

45
 SUGGESTIONS

1. Like other corporation Reliance Corporation should also introduce BHIM\UPI app.

2. Reliance corporation must provide petro Trans-connect card to every ideal customer.

3. Facilities like ATM, telephone booth must be provided at Highway Petro Outlets.

4. Fast service of Air will lead to customer satisfaction.

5. Stoppage of filling fuel at the time of shift changing must be stop.

46
 CHAPTER-6
CONCLUSION

47
 CONCLUSION

From the above findings the following are the conclusion on customer satisfaction with regards

to Reliance Petrol Pump. From the study we conclude that all the customers are not fully

satisfied with not only Reliance Petrol Pump but also with the remaining competitors of reliance

Petro, customers are finding some faults with every Petrol pump. Today, the majority of the

people were using vehicle (two-wheeler and four-wheeler) for transporting from one place to

another place for different purpose. Reliance Petroleum corporations are introducing varieties of

schemes to attract the people as well as to fulfill the expectations of the people towards fuel

consumption. It also got an advantage of its locations situated in locations. There are a good

number of Reliance Petrol Pump located across the city which makes it easy for customers to

access the pump. It makes more competition among the petroleum corporation to retain the

consumers and to be a leader in the market. In this situation government liberalized the policy

for the private petroleum corporations to establish their own retail outlets.

48
 ANNEXURE

QUESTIONNAIRE
1. Gender of the respondent?
 Male
 Female

2. For the purpose of classification tell me which age group you fall under?
 16-25yrs
 26-35yrs
 36-45yrs
 46-60yrs
 Less then 16 years

3. What type of vehicle you have? (Observe & record)

4. Is this a Patrol / Diesel vehicle?

5. Today How much fuel are you planning to fill in your vehicle?
 I will get full tank
 I will fill fuel of specific amount
 I will fill specific litres of fuel

6. Which type of payment methods can be used at this pump?

 cash
 credit

49
  Debit card / credit card
 Trans connect card
 Mobile wallet
 BHIM /UPI app

7. Which type of payment methods have you ever used at this pump?
 cash
 credit
 Debit card / credit card
 Trans connect card
 Mobile wallet
 BHIM /UPI app

8. Which type of payment method is your preferred method at pump?

 cash
 credit
 Debit card / credit card
 Trans connect card
 Mobile wallet
 BHIM /UPI app

9. Which of the statement well describes how satisfied or dissatisfied you are with your
overall shopping experience at this store?
 Very dissatisfied
 Somewhat dissatisfied
 Neither satisfied nor dissatisfied
 Somewhat satisfied
 Very satisfied

50
10. Are you satisfied with Quality of fuel?
 Very dissatisfied
 Somewhat dissatisfied
 Neither satisfied nor dissatisfied
 Somewhat satisfied
 Very satisfied

11. Are you satisfied by quantity of fuel?

 Very dissatisfied
 Somewhat dissatisfied
 Neither satisfied nor dissatisfied
 Somewhat satisfied
 Very satisfied

12. Are you convenience with the using your most preferred payment method?
 Very dissatisfied
 Somewhat dissatisfied
 Neither satisfied nor dissatisfied
 Somewhat satisfied
 Very satisfied

13. Basis your experience at this petrol pump, will you visit this pump again?
 Yes
 May be
 No

14. How frequently do you visit this petrol pump to fill fuel?

51
 Once a day or more
 Once a month / 4 weeks
 Once a week
 Once in 2 weeks
 Once in 2-3 days
 Other (please specify)
 This is the first time I am filling fuel from this pump

52
 BIBLIOGRAPHY
 http://en.wikipedia.org/wiki/Petroleum_industry

 Loudon, D.L. & Bitta, A.J.D. 1993. Consumer Behaviour : Concepts and Applications.
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 Hummell, J.V. & Savit, R. 1988. Retailing: Its Present and Future. King, R.L. ed.
Charleston, S.C.: Academy of Marketing Science. P50-55.

 Huysamen, G.K. 1990. Introductory Statistics and Research Design for the Behavioural
Sciences. 2nd ed. 100p.

 Alderson, W. & Sessions, R. 1982. Basic Research in Consumer Behaviour: Report on a

Study of Shopping Behaviour and Methods for its Investigation. Quantitative Techniques
in Marketing Analysis. p 129-145.

 Assael, H. 1992. Consumer Behaviour and Marketing Action. 4th ed. Boston: PWS-
KENT Publishing Company. 748p.

 Bellizzi, J., Crowley, A.E. & Hasty, R.W. 1983 (Spring). The Effects of Colour in Store
Design. Journal of Retailing. p21-45.

53