Understanding shopper behaviour and evaluation of customer

experience at select stores

Of

RELIANCE RETAIL

SIP project report submitted in partial fulfilment of the requirements for the

PGDM Programme

By: Kanika Swarup

Roll No. 201812075

Supervisors:
Company Guide: Mr. Vimal D. Patel

Faculty Guide: Prof. Subodh Tagare

Institute of Management Technology, Nagpur.

2018-2020
ACKNOWLEDGEMENT
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With immense pleasure, I would like to present this Summer Internship Program Report for
Reliance Retail Ltd. Working in association with this prestigious organization has been a
great knowledgeable as well as exquisite learning experience.

I express my sincere, gratitude and heart full thanks to my internal guide Prof. Subodh
Tagare for his encouragement, guidance and valuable support in bringing the present shape
of my work.
I express my Special thanks to my organization guide Mr. Vimal D. Patel (Chief Manager)
and Mr. Piyush R. Patel (Chief Manager) of Reliance Retail Limited who extended their
kind support in completing my project.

I thank employees of Reliance Retail for their help and guidance in completing my project. I
also extend my gratitude to all the customers who significantly contributed in completion of
the project through their valuable feedbacks.
I am heartily indebted to all those who supported directly or indirectly for completing this
project work successfully.

Kanika Swarup

COMPLETION CERTIFICATE

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TABLE OF CONTENTS

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SERIAL NO. CONTENTS PAGE NO.

OVERVIEW
(1.1) INTRODUCTION 5
1.
(1.2) OBJECTIVE OF THE STUDY 5
(1.3) DESCRIPTION OF CONCEPTS 5
(1.4) TECHNIQUES USED 6

PROFILE
2.
(2.1) INDUSTRY PROFILE 7
(2.2) COMPANY PROFILE 8
(2.3) FORMAT PROFILE 11

ANALYSIS
3.
(3.1) TABULATION AND GRAPHS 17
(3.2) FINDINGS 30

4.
CONCLUSION 31

FUTURE SCOPE
5.
(5.1) RECOMMENDATIONS 31
(5.2) LIMITATIONS OF THE STUDY 32
(5.3) SCOPE FOR FURTHER IMPROVEMENT 33

APPENDICES
33
BIBLIOGRAPHY
40

1. OVERVIEW

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(1.1) INTRODUCTION
The project was on “Understanding customer shopping behaviour and evaluating their
experience on select stores of Reliance Retail”. The buying decision of a buyer is influenced
by an economic decision and expectation. The expectation is always maximum durability and
more dependability from a product or service. The decision making is a process whereby a
buyer decides to purchase a particular product out of various available alternatives depending
upon his ability and willingness to purchase. This process of selection and final selection is
known as buying decision making.

The term consumer behaviour refers to the behaviour that consumers display in searching for,
purchasing, using, evaluating and disposing of products and services that they expect will
satisfy the needs of individual in making decision to best utilise available resources like time,
money and effort.
OBJECTIVE OF STUDY
The objective was understanding shopper profile and evaluating customer satisfaction with
current shopping experience in the store. The work performed in internship is the part of
Market Research. Interns are expected to visit in the various formats of organization Reliance
Retail so as to gather relevant customer data in view of carrying out further analysis.
The aim of this study are:
 To understand some of the driving factors of consumerism in India.
 To understand the buying decision by individual and in groups.
 To know the role of family members, friends and peers in information search and
influence buying decisions.
 To understand the lifestyle and consumption pattern of Indian consumers and
what the future might look like.
 Identify important market segments served and underserved.
 To identify competing areas for different products and services.
 To test customer responses to different value propositions and marketing themes.
 Current status of the Reliance Brand and where it stands in the minds of
customers.

(1.2) DESCRIPTION OF CONCEPTS

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Primary market research is done by the business or company itself so as to gather information
that can be useful in improving the products, services, and functions. Primary market research
is also known as field research since it is research which is done right from very beginning
without the use of any prior information. Primary data is gathered through various qualitative
and quantitative research methods. This method is focussed on very specific issues.
The term ‘surveys’ is a broad term that covers a lot of things such as survey questionnaires,
survey forms, survey interviews and customer satisfaction cards, etc. The most common
example of this research method is feedback form given at restaurants and various shops. It is
a straightforward method of knowing whether or not the customer is satisfied with the
business’s existing services and products or what kind of changes would the consumer like to
see.
(1.3) TECHNIQUES USED
It needs a careful analysis of the consumer through which the results for the present study can
be crystalized for framing suitable solutions. A brief description of research methodology
being adopted is presented below:
SELECTION OF STUDY AREA
The study was conducted in Lucknow, Uttar Pradesh in various formats of Reliance Retail
like Digital, Jewels, Trends, Footprints. The survey process was also conducted in Reliance
Jio stores.
SAMPLING DESIGN
The study was done to gather data of all age groups without any gender bias. The survey was
done as per the schedule provided by the organization. The sample was heterogeneous to
some extent as it includes male, Female and people from different distances and income
group of regular and occasion buyers, education.
TYPES OF DATA COLLECTED
The type of data is primary which is collected through the questionnaire provided by
organization. Customer responses are gathered in questionnaires which are then given to
organization by punching data online on a daily basis. The data is gathered in questionnaire
assigned to prescribed format and is uploaded on a similar basis. Both open and close ended
questions were included in questionnaire focussing upon:
 Shopper profile
 Frequency of their visit at a particular store
 Catchment Analysis by gathering data of their respective residences

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  Overall Shopping Experience
 Attribute level Satisfaction
 Brand level satisfaction
 Occupation
METHOD OF DATA COLLECTION
Well-structured questionnaire was framed by the organization and was given to interns for
the collection of data. The Customers were contacted in person. They were given a brief
introduction about the purpose and importance of study. Sufficient time was given to them to
think and then give their responses. Questionnaires include details regarding demographic,
economic, social, physiographic and behavioural characteristics of the consumer, consumer
awareness, buying behaviour and preferences, presence of stock at the store, brand loyalty,
store conditions, staff behaviour towards customers are taken as part of survey. Data is
collected in a particular format on the weekly basis.

2. PROFILE
(2.1) INDUSTRY PROFILE
In the words of Philip Kotler, “Retailing includes all the activities involved in selling goods
or services directly to final consumers for personal, non-business use”. The origin for retail
business in India can be traced with the emergence of Kirana stores and mom-and-pop stores.
Today India is that the fifth largest within the world in terms of Retail business. Comprising
of organized and unorganized sectors, Indian retail business is one of the quickest growing
industries.

Although at first the retail business in India was largely unorganized, with the modification of

tastes and preferences of the shoppers, the business is obtaining a lot of fashionable
recently and obtaining organized still. The retail industry with the aid of modern supply and
distributions solution has emerged in India because of:

 Increase in the purchasing power of buyers, especially post-liberalization

 Increase in variety of products
 Increase in economies of scale

Major Indian Retail groups include:

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 Fig. 1.1
SWOT ANALYSIS
STRENGHTS
 Emerging retail formats like malls, hyper/supermarkets and specialty stores.
 Indian consumers have high disposable incomes.
 Growth in real-estate and Improvement of infrastructure.
WEAKNESS
 Demographic differences
 Presence of a significant number of strong and well established players.
 Relatively small domestic market limits growth opportunities.
OPPORTUNITIES
 Increase awareness of consumers about products and services.
 Changing consumer’s requirements and lifestyle.
 Innovation for new product development.
THREATS
 Economic slowdown is having an adverse effect on consumer spending.
 Stringent policies of government restrict the entry of new players.
 Price competition prevailing among retailers puts downwards pressure on
margins.

(2.2) COMPANY PROFILE

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 Reliance Retail

Reliance Retail is the largest retailer in the country. Reliance Retail is present in the food and
grocery category operating as Reliance Smart, Reliance Market and Reliance Fresh stores. In
the electronics category Reliance Retail is operating as Reliance Digital, Jio stores and
Reliance Digital Express Mini stores. In fashion, apparel & lifestyle category Reliance Retail
is operating as Reliance Trends, Reliance Footprint, AJIO.com and Reliance Jewels along
with it has large number of partner brand stores in the country. The company’s outlets also
provide vegetables, fruits, and flowers. It focuses on consumer goods, travel services,
entertainment and leisure, consumer durables and educational products and services.
Reliance Retail’s commitment to “bettering the lives” is in its pursuit to bring a difference in
socio–economic issues in India. The operating model revolves around customer centricity, by
leveraging common centres of excellence in business processes, technology and supply chain.
Retailers are involved in cash and carrier business as they purchase amounts in huge
quantities from wholesalers due which Reliance market is called Cash and Carrier business.
All businesses in Reliance retail are treated as separate entities with different leadership
hierarchy for each. Although real estate team is same for each business. There is an integrated
customer marketing research department

There are over 45 Subsidiaries & divisions of Reliance Retail. Following is the list of

major divisions:

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 Jewels: Jewellery retail; it had revenues of approx. Rs. 8 billion in financial year
2012-13.
5. Reliance Trends and Reliance Footprint: Apparel and Clothing.
6. AJIO: a fashion website, officially launched at the Lakme Fashion Week.

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7. Hamleys: The largest and toy shop in the world and is one of the world's best
retailers of toys. Acquired by Reliance in 2019.

Hierarchical Structure:

ZONAL Manager

CLUSTER Manager AREA Manager STORE Manager

Commercial Associate Supervisor Assistant STORE Manager

Customer Service
Associate

STP:

Segment: Quality and price cautious group

Target: Upper Middle class & middle class
Positioning: Quality & Trust
Partner Brands
Reliance Retail has a portfolio of over 40 international brands that spreads across the entire
spectrum of luxury, high–street and high–premium lifestyle. Reliance Retail operates over
661 stores for these international brands and continues to partner with new and revered
international brands. The strong brand portfolio reinforces Reliance Retail as a partner of
choice for best international brands. Reliance brands are those which make selling in India by
Reliance. These are basically the joint venture of the owning company and Reliance in which
is shared on the percentage basis between the two. It is different from Reliance Retail as
business is different. Also no 100% autonomy lies in hands of Reliance to make decisions.

Few private brands are listed below:

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(2.3) FORMAT PROFILE

Reliance Digital

Reliance Retail has the excellence of operative the biggest shopper electronics store chain

in Asian country through a network of over eight thousand Reliance Digital and Jio stores.
Reliance Digital offers over two hundred national and international brands giving a widest
assortment of merchandise spanning across Audio & Video merchandise, Digital
Cameras, durable goods like Air Conditioners, Refrigerators, laundry Machines, Microwave
Ovens, Water Purifiers, room and Home Appliances, Computers, Laptops, Tablets &
Peripherals, Mobile further as a large vary of accessories and new-age gadgets across all
major product classes.

Reliance Digital offers its customers a pleasant searching expertise and facilitate them

in transfer home the most recent & better of technology at unbeatable worth.
Lucknow
Store Code - 5733, 8949

 Store has product area of around 9500 square feet and total area of around 11500 square
feet.
 There were in total more than 100 employees that included both Reliance and Brand
Staff get their payments from their specific brands.
 Store has a monthly sale of around 4 to 5 crores with operating cost revolving around 40
lakhs.
 Store has maximum sale of mobile phones throughout the year. However, the sale of
A.C. increases in summers.
 Monthly targets are set separately for each category with an increment of 10 to 15 %
from the previous year on the monthly basis.
 Product in stores are present in all major brands for various categories that includes

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 o Home appliances consisting of Washing machines, A.C., microwave, Fridge.
o Entertainment consisting of Television, Home theatre system, Music system,
Camera.
o Wireless consisting of mobile accessories, mobile phones, laptop, tablet.
o Information Technology consisting of Printer, IPad, Laptop.
 Footfall was found to be maximum at weekends. As both the stores were situated inside
the mall therefore most walk-in was just to look for the available products. Conversion
was not so high but was enough to complete the assigned sale targets.

Fig. 1.2 Fig. 1.3

Reliance Jewels

Over the years, Reliance Jewels has catered to wide selection of audience.
With most target client reach and innovative jewellery, Reliance Jewels has enlarged its
horizons space accessible in Standalone and Shop-in-shop (SIS) formats. Reliance
Jewels presently includes a consolidated presence of seventy-one showrooms and seventy-

12
two SIS across sixty-four cities in India. At Reliance Jewels , customers area assured of the
widest variety, gorgeous styles, warranted purity & quality and a pleasing searching
expertise. The product collection hosts an extensive range starting from traditional gold
jewellery including Kundan, Polki, Filigree and Temple that showcases the legendary design
and craftsmanship of various parts of India right up to contemporary diamond solitaires &
jewellery.

Reliance Jewels operates only in 100% BIS Hallmarked Gold. Every diamond used is
internationally certified by Independent Certification Laboratories. Each showroom has
installed karat meters for customers to assess the purity of gold free of cost. The wide array of
choice combined with customer-first services, such as customization, jewellery cleaning &
polishing and the availability of Quality Control Tech rooms and karat meters makes every
Reliance Jewels showroom one stop shopping destination for fine jewellery.

Lucknow

Store Code - 8454

 Jewels has maximum stores in Uttar Pradesh with four in Lucknow itself.
• The store has a monthly sales varying from 1.5 to 2 crores with operating cost
between 15 to 20 Lakhs.
• Store has 30 to 40 employees.
• Monthly targets are set separately for both diamond and gold with an increment of 10 to
15 % from the previous year on monthly basis.
• Footfall is generally low in normal days. However, the sale increases during
specific festivals and wedding season.
• Customers were completely satisfied with the diamond collection. However, they were
oriented for more designs to be launched in Gold jewellery.
• For the launch of new designs proper event was organised and customers were
invited in the same.
• Repairing is also done along with melting of Gold. Spectrometer is also placed so
as to check for the purity of Gold.
• So as ensure bind the customers’ various offers and gift are provided to regular
customers.

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 Fig. 1.4 Fig. 1.5

Reliance Trends

Reliance Trends is a leading lifestyle chain with more than 676 retail stores all over India.
Reliance Trends offers stylish, high-quality products across Womenswear, Lingerie,
Menswear, Kids wear and fashion accessories through a diversified portfolio of own brands,
national and international brands.

The uniqueness of the store is the core activity, which provides "fashion at great value".

The own brand portfolio includes:

 Rio - a range of trends for young women

 Fig - fashion wear independent & working women
 Avaasa - a range of Indian wear for women offering the finest collection of Salwar
Kurtas, Churidars etc.
 Pureza – a collection of pure Linen & Cotton shirts for men
 The DNMX - range is offering men and women exclusively crafted fashion garments
like Denims, T shirts etc.
 Performax - the specialized sportswear brand
 Graviti - this offering of men provides the best of inner and lounge wear.

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Lucknow

Store Code - 8127

 Customers were delighted with collection, variety, schemes in the store. Maximum sale
was observed of ethnic wear in women.

• Total staff in the store is around 58 which includes Reliance staff, Brand and other third
party staff. Store staff was completely involved in store related activities and explained
customers about current offers and discounts.

• Customers however faced few problem of availability of trial rooms during the weekends
when footfall exponentially increases.

• Monthly targets were divided in weekly and daily targets at store.

• Maximum sale is observed in the month of June of around 1 crore 50 lakh with an
operating cost of around 10 lakhs.

• Monthly targets are set separately with an increment of 5 to 10 % from the

previous year on the monthly basis.

Fig. 1.6 Fig. 1.7

Reliance Footprints

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Reliance Footprint, a leading specialty family footwear chain that caters to the
footwear wants of the complete family. Reliance Footprint offers widest vary 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 product..
Be it indoor, outdoor, formals, casuals, sports, parties, ethnic or occasional, we offer the best
in-trend fashion footwear and accessories for all age groups.

Lucknow

Store Code - 5733

• Store had a very low footfall in both weekdays and weekends. Therefore, store was not
able to meet up its targets.

• Maximum sale of women footwear was observed.

• Store lacked in availability of sizes and variety.

• Staff behaviour was good towards customers but few were less involved in store
related activities.

• Customers were moderately satisfied with discount offers and schemes.

• As the store was located inside the mall. Therefore, most of the customers were
just for window shopping.

• Monthly target was nearly around 9 Lakhs and operating cost was around 10
lakhs.

• Monthly targets are set separately with an increment of 15 to 20 % from the

previous year on the monthly basis.

• Staff was also very less.

Reliance Jio

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Reliance Retail offers a large range of 4G LTE smartphones and 4K TVs underneath its
own complete ‘LYF’. The brand is built on the premise of unmatched user expertise offers
high performance handsets and televisions that deliver a real4G and true 4K expertise like the
most effective within the world.
Lucknow

Store Code - 7773, 6448

 Customers were happy with the behaviour of the staff. As staff was continuously trying
to resolve all customer queries.
 Most of the customers were for sim portability who want to switch their connections.
 A lot of customers for the buying new sim who have lost their sim.
 Store had very good footfall throughout the day.
 Middle class walk-in was more oriented towards purchasing of JIO phone.
 Store also had phones of other brands and staff was continuously involved in pitching
customers for the purchase of the same.
 Monthly sale was observed to be around 12 to 15 lakhs with an increase in monthly
target to around 20 %. Also operating cost revolved around 5 to 9 lakhs.

Fig. 1.8 Fig. 1.9

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3. ANALYSIS
(3.1) TABULATION AND GRAPHS
The below mentioned data shows the detailed analysis of Retail Trends format.

Reliance Trends
Store Code: 8127
Sample Size: 140

Shopper profile
Below graph shows the percentage of males and females who visited within a week.

Fig. 1.10

Inference: It is clear that percentage of males coming to the store are more than females.
Though the format is clothing but male footfall is more.
This graph shows age wise distribution of persons who are coming to store.

Fig. 1.11

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Inference: It is clear that maximum footfall consists of youth, middle-aged people.
This table shows the occupational background of customers.

Fig. 1.12
Inference: It is clear that maximum of the students visits the outlet.
The below graphs shows the percentage comparison between who visited the store first time
and others.

\
Fig. 1.13
Inference: It is clear that store has retained its customer to a greater extent.

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Below graphs shows the frequency at which customers visit the store

Fig. 1.14
Below graphs shows whether customers visited alone or in groups.
Inference: It is clear that customers visiting the store are not frequent buyers.

Fig. 1.15

Inference: It is clear that there is a balance maintained between the people who visit alone
and in groups.

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 Fig. 1.16

Inference: It is clear that most of the customers come their friends to the store.
Below graphs shows the satisfaction level of customers.

Fig. 1.17

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 Fig. 1.18

Inference: It is clear that conversion rate of customers is moderate.

Acquaintance with store of Reliance
Below graphs shows percentage of customers who have visited other stores of Reliance.

Fig. 1.19

Inference: It is clear that customers those have other formats are not in very high
percentage.

Fig. 1.20

Inference: It is clear that other than Trends, Reliance Digital is most visited by customers.
Catchment Analysis

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 Below graphs shows the percentage of distances from which customers have come to visit
the store.

Fig. 1.21
Inference: It is clear that customers generally to prefer the nearby stores and so is reflected
by data that most customers come from the distance between 2 to 3 Km.

Fig. 1.22

Inference: It is clear that as the customers come from nearby areas, therefore time taken by
them to reach store varies between 5 to 10 minutes.

Fig. 1.23

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Inference: It is clear that as the customers come from nearby areas and if they are not large
in group, preferred mode of transport is 2 wheelers.

Overall Shopping Experience

Below graphs the satisfaction level of customers who visited the store.

Fig. 1.24

Fig. 1.25

Inference: It is clear that as the store has created impact in minds of customers and they
are eager to visit again and recommend it too.

Fig. 1.26

Inference: It is clear that customers were not delighted but most of them were satisfied
with their visit.

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These graphs show satisfaction level of customers on the basis of various attributes.

Fig. 1.27

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 Fig. 1.28

Fig. 1.29

Inference: It is clear that customers were satisfied with the store at attribute level. They
were not extremely satisfied were keen to visit the store again. As per the responses
gathered service and availability of product is good but customers are expecting
improvement to be done in future.

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 Fig. 1.30

Fig. 1.31

Fig. 1.32

Inference: It is clear that customers are keen towards online shopping but are less inclined
towards AJIO.com and prefer other e commerce sites.
Reliance Digital
Store Code: 5733, 8949
Sample Size: 200

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Below graph shows the percentage of males and females who visited within a week.

Fig. 1.33

Inference: It is clear that percentage of males coming to the store are more than females.
Since the format is digital and males are more inclined towards gadgets, thereby increasing
their footfall.

This graph shows age wise distribution of persons who are coming to store.

Fig. 1.34
Inference: It is clear that maximum footfall consists of youth.
Reliance Jewels
Store Code: 8454
Sample Size: 16
Below graph shows the percentage of males and females who visited within a week.

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 Fig. 1.35

Inference: It is clear that percentage of females coming to the store are more than males.
Since the format is Jewels and females are more inclined towards jewellery, thereby
increasing their footfall.
This graph shows age wise distribution of persons who are coming to store.

Fig. 1.36

Inference: It is clear that maximum footfall consists of middle aged people.

Reliance Footprints
Store Code: 5733
Sample Size: 46
Below graph shows the percentage of males and females who visited within a week.

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 Fig. 1.37

Inference: It is clear that percentage of females coming to the store are more than males.
Since the format is Footprints and females are more inclined towards new trends in footwear,
thereby increasing their footfall.
This graph shows age wise distribution of persons who are coming to store.

Fig. 1.38

Inference: It is clear that maximum footfall consists of youth.

Reliance Jio
Store Code: 7773, 6448
Sample Size: 150
Below graph shows the percentage of males and females who visited within a week.

Fig. 1.39
Inference: It is clear that percentage of males coming to the store are more than females.
This graph shows age wise distribution of persons who are coming to store.

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 Fig. 1.40

Inference: It is clear that maximum footfall consists of youth and middle aged customers.
(3.2) FINDINGS

From the survey it is very clear that the buying behaviour of consumers at Reliance Trends is
like both male and female visit the store with maximum walk in was from youngsters. Survey
indicated that unemployed didn’t prefer to purchase but majority of the people were students
and working class. Reliance Trends and Reliance Digital were majorly preferred by a large
section of customers. People residing in the nearby areas prefer to visit the store which is
closest to their residence, the same reflected in the crowd who walked in to various stores of
Reliance. People were with the Reliance Trends store in large numbers. Reliance Trends
scored well on each points presented to the customer.
Digital
In Digital store it is clear that male visiting the store are more than double in numbers than
the females. Here also same as Trends youngsters coming down the store are maximum in
numbers. It can be due to more craze of gadgets and mobile among the new generation.
Customer loyalty is clearly visible from the survey.
Jewels
In Jewels footfall is generally low with females coming down store are more in numbers than
males. Middle aged people were more to visit the store. There was low customer loyalty
observed as repeat customers were less in numbers. Those customers who were first to visit
the store and who regularly visit were both completely satisfied and assured their re visit.
Footprints
In Footprints it was observed from the survey that female customers were more than males
which reflected that the sale of women footwear is more. Here also youngsters coming down
for shopping are more in numbers, this may be due to reason that they are more inclined

31
towards fashion and want to be trend. Therefore, their choices change frequently. As the store
lacked in products therefore the repeat customers were less in numbers.
Jio
In Jio sample size covered as pretty large so as to draw more authentic results. A majority of
population who visited the store was of males. Sim portability was the biggest need of
customers who were coming down to Jio store. Middle aged and youngsters were more to
visit the store. The customers were overall satisfied with the store.
4. CONCLUSION
Growth in economy has made Indian consumers more prosperous. An indication of this is
clearly by the survey being conducted. This study has focussed on how buying behaviour
varies between various age groups. Based on the investigation following conclusions are
drawn:
Factor Influenced: Social, Cultural, Personal, Psychological factors are all responsible for
influencing the buying behaviour.
Effect of discount and offs: So as to engage customer’s discounts are most essential to
increase sale.
Experience which attracts: Trend, Quality, brands, fitting, price are essentials which attract
customers.
Window shopping: It was observed in mainly in Digital and Trends stores that conversion
rate is much lower than the footfall. It is because students usually come for window shopping
and leave.
Group Influencer: Many a times it is seen that the choices of buyer are changed in clothing
by the influence of group members.
Satisfied by last purchase: Usually customer satisfaction leads to repeat purchase and trust
of customer develops towards brand.
5. FUTURE SCOPE
(5.1) RECOMMENDATIONS
From the survey I have picked a few points which can be taken care of to increase the sales
by taking care of the buying behaviour of the consumers. The suggestions are presented
based on the numerical value of the survey conducted as well as suggestions provided by the
customers as per their expectations.

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 Reliance Retail Ltd. stores are well structured when it comes to location, space and
functionality. However, availability of the products, sizes, billing time could be taken
into consideration for improvement. Focus should be on students so as to increase sales.
 Some local brand products could be introduced to capture the market of lower income
group. Also higher discounts can be put on selected products. That might result in
lowering the profit margin on some items but it will result in increasing the total number
of product sold which will affect the net sales in positive way.
 Weekly discounts on the same products can be rolled out to capture the mood of the
consumer. For this discounts and offers strategy of competitors must be kept in mind.
 Since share of consumers more than 50 age is minimal in each format, the same can be
either rolled backed completely to save costs or more emphasis should be given to
increase the market share of 50 plus aged consumers.
 The store staff should be trained adequately so as to convince´ the Potential buyers,
because his performance on jobs has great impact on sale of a product.
 It is observed that in stores like Trends footfall of male is more compared to females
which should not be the case in general because women are more curious about clothing
and accessories. Also they have habit of impulse shopping too. Ratio of footfall is
contradictory which might be due lack of collection and variety in products kept. Store
should focus on the same.
 In this Digital era where individuals want their product at doorstep, purchasing rate at
AJIO.com is very low. Most of the buyers are unware of the site and who are aware also,
they are not responding as expected. The reason might be the pricing, return policy or
service related issues. Company can focus on the same to make best use of their online
platform so as to earn maximum.
(5.2) LIMITATIONS OF STUDY
The present study was confined to study the behaviour and awareness towards prevailing
trend among young Indian generation; hence extrapolation of the results may not be possible
since there is a wide difference in customer preference, behaviour and the factors like socio
economic, demographic and psychographic across regions. The study is limited to Lucknow,
Uttar Pradesh only. The study was completely consumer focussed and collection of data was
done by interviewing consumers personally. However, serious attempts have been made to
minimize the error chances at every face of the gathering data right from defining the

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problem and taking record of exact words from the interview while questioning the
consumers.
(5.3) SCOPE FOR FUTURE IMPROVEMENT
 The research process used by Reliance Retail needs to be improvised. Digital
questionnaire should replace Paper based questionnaire. This will not only help in
speeding up the process but also it will make task less challenging both for researcher
and customers.
 Duration of internship can be increased so as to cover more formats in a particular city
with a good number of sample size collected which will make the research process more
authenticate.
APPENDICES

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BIBLIOGRAPHY

 www.relianceretail.com
 www.surveymonkey.com
 Marketing Management by Philip Kotler
 Essentials of Marketing Research by William G. Zikmund and Barry J. Babin

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