SUMMER INTERNSHIP PROJECT REPORT

ON

RELIANCE FRESH

‘’CUSTOMER SATISFACTION’’

‘’ A STUDY ON THE CUSTOMER SATIFACTION LEVEL OF RELIANCE FRESH

PRODUCT IN RANCHI DISTRICT’’

II 5% off on every products II

SUBMITTED IN PARTIAL FULLFILMENTS OF THE REQUIREMENTS FOR THE

FOR THE AWARD OF THE DEGREE OF
MASTER OF BUSSINESS ADMINISTRATION

( 2019-2021)
JHARKHAND RAI UNIVERSITY

Supervision By: Submitted By.

Dr. Abhishek Pratap Sir Saurav Lakra
Assistant Professor Enrollment No-Mb/19/012
Dept. Of Bussiness Administration Course: MBA 3rd Sem
 1

DECLARATION

I hearby declare that the project is entilted is an out come of my efforts under the guidance
of prof. Abhishek pratap. The project is submitted to the university of jharkhand .for the
partial fulfilments of the bachelor of bussiness administration examination 2019-2021.

i also declare that this project report has been submitted for the award of any
degree / diploma / certificate in this university or any other universities.

_____________________

(Signature of Candidate)

Saurav Lakra
MB/19/012
MBA 3rd sem
 2

CERTIFICATE BY GUIDE

This Is To Certify That This Internship Report Entitled An Organization Study At

“Consumer Satisfaction Towards Reliance Fresh” Ranchi Prepared In Partial Fulfillment Of
The Requirements For The Award Of MBA DEGREE OF JHARKHAND RAI UNIVERSITY Was
Carried Out By SAURAV LAKRA Bearing Enrollment No MB/19/012 Under The My Guidance
And Supervision.

TO the best of my knowledge the report.

1.Embodies The Work Of The Candidate Himself.

2. He Duly Been Completed

3.Fullfilment The Requirement Of The Ordiance Relating To The Mba Degree Of The
University.

4. Is Up To The Desired Standard For The Purpose of which Is Submitted.

Place:
Date: __________________
(Signature of guide)
Assistant Professor
Commerce And Management
Jharkhand Rai University.
 3

ACKNOWLEDGEMENT

I have taken efforts In this project , However it would not have been possible without the
kind support and help of many individuals and friends .i would like to extend my sincere
thanks to all of them.

I am highly indebted to prof.Abhishek pratap for his guidance and constant supervision as
well for providing necessary information regarding the projects and also for his supports in
completing the project.

I would like to express my special thanks to all the respondents ho have given their precious
time in answering my questionnaire and completing the 50 respondents survey.without
their cooperation and contribution I will not have the opportunity to complete this project.

I also want to thank the manager of reliance mart for giving me such attention and time and
given some information and ideas for this project.

At last I want to thank all the people who have willingly helped me out with their abilities for
this project.

Thank you

____________________

(Signature of Candidate)

Saurav Lakra
MB/19/012
MBA 3rd sem
 4

DECLARATION----------------------------------------------------------------------------------------------- I
CERTIFICATE BY GUIDE------------------------------------------------------------------------------------II
ACKNOWLEDGEMENT-------------------------------------------------------------------------------------III
TABLE OF CONTENT----------------------------------------------------------------------------------------IV

TABLE OF CONTENT

CHAPTER TITLE PAGE NO

I INTRODUCTION 5-7
I. Introduction.
II. History.
III. Growth of reliance fresh

II REVIEW OF LITERATURE 8-11

I. Meaning.
II. Function of store.
III. Types of products.
IV. Customer service.
V. Store location.
VI. Principle of good store location.

III METHODOLOGY AND RESEARCH 12-14

DESIGN
I. Objective of the study.
II. Primary data.
III. Secondary data.
IV. Research design.
V. Descriptive research.
VI. Research sample.

IV DATA ANALYSIS AND 15-25

INTERPRETATION
V FINDINGS, SUGGESTION AND 26-29
CONCLUSION
BIBLIOGRAPHY 30
ANNEXURE 31
QUESTIONNAIRE 32-34

TOTAL PAGES 34
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CHAPTER I

INTRODUCTION
 6

INTRODUCTION

Reliance fresh:

Reliance Fresh is the convenience store format which forms parts of the retail business of
Reliance industries of india which is headed by Mukesh Ambani .Reliance plans to invest in
excess of Rupees 250 billion in next 4 years in their retail division. The company have already
453 reliance fresh outlets across the country . This stores sells fresh fruits and vegetables
,staples ,groceries ,beverages,processed and dairy items etc.

Typically Reliance fresh store is is approximately 3000-4000 sqare feet and caters to a
catchment of 2-3 km.

Reliance Retail started its journey in 2006 with the opening of its first Reliance Fresh store.
Today Reliance Retail operates 621 Reliance Fresh and Reliance Smart stores and sells over
200 metric tonnes of Fruits and over 300 metric tonnes of Vegetables every day.
Reliance Fresh is India’s leading neighbourhood retail chain, synonymous with freshness &
savings. With the three core promises of Fresh Hamesha, Available Hamesha and Savings
Hamesha, Reliance Fresh is a one-stop-shop for fresh shopping, fresh savings and fresh
happiness.
From fresh fruits & vegetables to dairy, cereals to spices, processed food & beverages to
home & personal care products, we have the entire gamut of your grocery needs covered.
Across our stores, we retain a strong customer centric approach to meet all your shopping
needs - be it routine or seasonal, well known brands or popular local products.
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Continuing Reliance’s hallowed tradition of backward integration, Reliance Retail directly

partners with a large number of farmers and small vendors in a farm-to-fork model. The
linkages with the farm has brought about transformational changes in the quality of life of
the farmers as also enhancing the quality of produce, reducing wastage by shortening the
time to move fresh produce and reducing intermediaries in the value chain thereby
benefiting all.

History
Post launch, in a dramatic shift in its positioning and mainly due to the circumstances
prevaling in UP, West Bengal and Orissa, it was mentioned recently in news dailies that,
Reliance Retail is moving out of stocking fruits and vegetables. Reliance Retail has decided to
minimise 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
and wellness , with food accounting for the bulk of the business.

The company may not stock fruit and vegetables in some states. 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.

GROWTH OF RELIANCE FRESH

The retail company of reliance fresh was established in Hyderabad ,whereas the company
mainly focused on the fresh produced vegetables and fruits at comparatively low price
along with an introduction of farm to fork theory.
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CHAPTER II

LITERATURE
REVIEW
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LITERATURE REVIEW

Store:

 Meaning :

Store Keeping Is A Service Function Which Deals With The Physical Storage Of
Goods Under The Custodianships Of A Person Called Store Keeper Or Stock
Controller .

 Functions Of Stores:

1.To Make Available A Balanced Flow Of Raw Materials , Components ,Tools

Equipments And Others Stores Requirement For The Operation

2. To Provide Maintance Materials , Spares Parts And General Stores As Required

3. To Receive And Issue Materials After Physical Inspection And Proper

Identification.

4. To Ensure Safety And Security Of Materials .

5. To Keep All The Products Neat And Clean.

6. Keeping all the records of transction done ,receips and expenditure etc.

7.To Check wheather the expiry products is not kept in the self.

 Retail store:

Retail store is the sale of goods and services from individuals or business to the end
users . Retailers are the the part of an integrated system called the supply chain .
A retailer purchase goods or products in large quantity from manufacturer directly or
through a wholesale , and then sells smaller quantities to the consumer for the profit .
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 Types of products

Hard good include – appliances,tools ,electronic and sporting goods etc. goods that

Do not quickly wear out and provide utility over time

Soft goods include-Appreal ,clothing , bedding and other fabrics goods that are

consumed after one use or have a limited period in which you use them.

 Non- food and foods items

Non foods items -Tooth paste,deodorant,paper plates,soaps, surf,education

supplies,kitchens sets,sleeping mats etc

Food items -Rice, wheat,oil,biscuits,beverages etc.

 Fnv( fruits and vegetables)

FRUITS-Apple, orange,mango,pomegranate etc.

Vegetables- potato,carrot, leafy, bottle gourd, etc

 Customer service

 Customer service is the act of providing support to both prospective

and existing customers.
 Customer service means to help the customer to find the products
which they are not able to find.
 Sales associate should have power to make the consumers feel happy
and welcome them.
 Sales associate should have good skills to attract the customer towards
the product and should have good relationship with customers.
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 Store location:

 Meaning:
Having a good location for retail is one of the crucial impacts in the case of
the marketing strategy of retail because many of the associated long term
decisions and commitments depends on the location of the retail.Having a
good location is one of the primary elements in attracting prospects and
customers.

 Principle of a good retail store location

 Location of a store building has a bearing on the cost of transporation .so,

the store location should be such that unnecessary material handling is
avoided.
 Location of the store should be well approachable by road ,transport.
 Material should be stored in locations which minimize fire hazards.
 For security reason ,stove room should be away from the main gate of the
premises.
 Store should be in such place show that in future it will grow more and
more and give more profit.
 store location should be flexible considering future expansion.
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CHAPTER III

METHODOLOGY
AND RESEARCH
DESIGN
 13

METHODOLOGY AND RESEARCH DESIGN

Research Methodology is a sets of various methods to be followed to find out various

information regarding market strata of different products.Resaerch Methodology is required
in every industry for acquiring knowledge of their products.
Objective Of The Study

 To Find The Demographic Profile Of Customer

 To Find The Different Attributes Parameters of Customers
 To Identify The Customer Satisfaction Level.

Sources of data:

 Primary data
 Secondary data

 Primary data:
The primary data was collected by means of a survey.Questionaire were prepared for
survey. This questionnaire were filled by some of my friends and customers of reliance
fresh through google forms online survey.The questionnaire contains 10 questions
which reflects the type or quality of products provided by reliance fresh customers.

 Secondary data:

The secondary data was collected by from various sources such as books ,Official
sites,various search engine like google,yahoo etc.

 Research Design:
The Research design is exploratory till identification of customers services
parameters. Later it becomes descriptive when it comes to evaluating customer
perception of customer service of the Reliance fresh.
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 Descriptive research is also known as statistical research ,describes data and

characteristic about the population or phenomenon being studied . Descripitive
research cannot be used to create a casual relationship , where one variable
affects another . in other words,descriptive research can be said to have a low
requirements for internal validity

 RESEARCH SAMPLE:

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 fresh.

 Sample Technique : random Sampling.

 Research Instruments : Structural Questionnaire.

 SAMPLE SIZE:
The work is a case of Reliance Fresh one of the Retail Sector industry together
representing great percent of the market share of Indian retail sector . The survey
was conducted in the city of ranchi/ jharkhand with 50 customers as a
respondents .
 15

CHAPTER IV

DATA ANALYSIS
AND
INTERPRETATION
 16

Data Analysis and interpretation

Q.1)HOW FREQUENTLY DO YOU VISIT RELIANCE FRESH?

Scale NO OF PERCENTAGE
RESPONDENTS
Twice In A Week 13 26%
Once In A Week 22 43%
During Specials 16 31%

TOTAL 51 100%

PERCENTAGE

50
45
40 43
35
30 Twice in a week
31
25 once in a week
26
20 During special offers
15
10
5
0
Twice in a week once in a week During special
offers

INTERPRETATION:

This shows that how frequentely customer visit reliance fresh and buy their products.The
highest responses have been attributed to once in a week 43% shopping.where 31% customer mostly
buy at special offers.26% twice in a week .
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Q.2)DO YOU THINK RELIANCE FRESH STORE IS EASILY ACCESSIBLE TO YOU?

SCALE NO. OF RESPONDENTS PERCENTAGE

YES 45 88%
NO 06 12%
TOTAL 51 100%

PERCENTAGE

NO
12%

yes
NO

yes
88%

INTERPRETATION:

88% Of Customer Agree That Store Is Easily Accessible To Them And 12% Says That Not Easily
Accessible.
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Q.3) DO YOU AGREE IF STORE IS NEAR BY YOUR LOCATION THEN INSTEAD OF GOING OTHER
STORE YOU WILL VISIT AT RELIANCE FRESH TO PURCHASE MORE NO OF PRODUCTS?

SCALE NO. OF RESPONDENTS PERCENTAGE

Strongly Agree 28 55%
Agree 22 43%
Disagree 02 04%

Total 52 102%

PERCENTAGE
60

50 55

40 43
Strongly Agree
Agree
30
Disagree

20

10

4
0
Strongly Agree Agree Disagree

INTERPRETATION:

Most of the respondents agree that (43%) if store near their location then they will not visit
other store. 54% respondent strongly agree to visit reliance fresh,4% of the respondent disagree .
 19

Q.4) Do You Think Price Of The Product And Services Different According To Location?

SCALE NO .OF RESPONDENTS PERCENTAGE

Yes 31 62%
No 19 38%
Total 50 100%

PERCENTAGE

No
38% yes
No

yes
62%

INTERPRETATION

62% of the respondents believe that price of the product and services is according to the
location,where 38% believe that not according to the location.
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Q.5)Do you find, the price in the other stores less than reliance fresh?

SCALE NO .OF RESPONDENTS PERCENTAGE

yes 17 33%
No 36 71%
Total 53 104%

PERCENTAGE
yes No

yes
33%

No
71%

INTERPRETATION

Huge no of respondents believe that the price of reliance fresh is less than the other store 71%

of respondents believe,where only 33% of respondents didn’t find that the price is not less in

reliance fresh as compare to other store.

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Q.6) How Is The Quality Of The Products Or Services You Get At Reliance Fresh Compared

To Other Nearby Stores?

SCALE NO. OF RESPONDENT PERCENTAGE

GOOD 28 55%
VERY GOOD 22 43%
BAD 00 00%
VERY BAD 01 02%
TOTAL 51 100%

PERCENTAGE
60

50 54.9

40 43.1
GOOD
30 VERY GOOD
BAD
20 VERY BAD

10

0 1
0
GOOD VERY GOOD BAD VERY BAD

INTERPRETATION

55% of customers believe that price and quality of products is good and little less 44% customers
believe that quality and products is very good.where 0% and 1% customers find that quality and
products is Bad and very bad.
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Q.7) Do You Think ,This Area Is At Appropriate Location For Reliance Fresh?

SCALE NO .OF RESPONDENTS PERCENTAGE

yes 43 86%
No 08 16%
Total 100 102%

PERCENTAGE

No
16%

Yes
86%

INTERPRETATION

Yes , 86% of customers find that the reliance freh is at appropriate location where as only

16% of customer says that this is not in appropriate location.

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Q.8) How Do You Know The Offers Of Reliance Fresh?

SCALE NO. OF RESPONDENT PERCENTAGE

Televison Ads 15 29%
Hoardings/Boardings 15 29%
News Paper 17 33%
Word Of Mouth 25 49%
TOTAL 72 140%

PERCENTAGE

word of
mouth
49%
Televison Ads Televison Ads
29%
Hoardings/Boardings
News paper
33% News paper
word of mouth
Hoardings/Boa
rdings
29%

INTERPRETATION

Most of the Customers Knows The Offer Through word of mouth i.e 49% , And 33% Of Customers
Knows The Offer Through News Paper,Where As Only 29% and 29% Of Customers Knows Through
television ads and hoardings and boardings
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Q.9) According To You What Percentage Of Customer Of Reliance Fresh Live In This Area?

SCALE NO .OF RESPONDENTS PERCENTAGE

yes 41 82%
No 09 18%
Total 100 100%

PERCENTAGE
YES No

No
18%

YES
82%

INTERPRETATION

it has been known that 82% of customers live in this area, whereas 18% of customers did not live in
this area.
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Q.10) Rate Of The Following Infrastructural Factors?

SCALE PARKING SPACE SIGNAGE REST ROOM RESPONDENTS

FACILITIES
GOOD 63% 54% 20% 69
AVERAGE 33% 42% 34% 55
BAD 10% 4% 46% 30
TOTAL 100% 100% 100% 154

70

60 63

50 54

46
40
42

30 33 34

20
20
10
10
4
0
GOOD AVERAGE BAD

PARKING SPACE SIGNAGE RESTROOM FACILITIES

INTERPRETATION;

About parking space 63% good ,33% average,10% bad

About signage 54% good, 42% average,4% bad

About restroom facilities 20% good,34% average, 46% bad

 26

CHAPTER V

FINDINGS,
SUGGESTION, &
CONCLUSION
 27

Findings

 It is found from this research study that the most influencing factors for the
selection of the store are consumer base ,visbility to store and location cost.
 From the study it is found that mainly female respondents visit reliance fresh for
purchase of fresh fruits and vegetables.
 On analysis it is found to be that 26 percent customers visit reliance fresh twice in
a week 43 percent once in a week and during specials offers 31 percent visit
reliance fresh.
 Respondents are happy with fnv section because they are getting the sample of
fruits and vegetables before purchasing .
 It is found from the study that most of the respondents happy that store is easily
accessible to them and only 12 percent says not easily accessible.
 By the survey it was found that 55 percent strongly agree that if store is near by
their location then they will not go to other store to purchase and 43 percent agree
that they will not got other store where as 4 percent respondents disagree.
 It was found that 62 percent customers product and services is according to
location where as 38 percent respondents think that product and not according to
location.
 It is found that 33 percent customers given their response yes that price in other
store less than reliance fresh.where 71 percent said NO that the price of reliance
fresh is less than the other store.
 From the study it is found that most of the people are coming to reliance fresh for
shopping as compare to other store, due to its good offers , clean and hygienic ,
better customer service and better quality of products.
 It is found that mostly 49 percent customers know the offers through word of
mouth and 33 percent from news paper where as 29 percent through television and
hoardings and boardings.
 Most of the respondents visits reliance fresh because the parking area is good and
they feel safe for their for their vehicles and no parking cost.
 As such a positive response constituting a major segments in all the above factor .i
can say that customers satisfying with the service in reliance fresh compare to their
previous visit.hence I can say customers will maintain long term relationship with
the enterprises.
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SUGGESTIONS

 Some respondents said that sales executive performance should be improved they
should get proper training.
 Some percent of respondents said that online delivery system need to be improved
delivery executives is not delivering the products at time so necessary steps need to
be taken.
 11 percent customers said that their should be increase of billing counter.
 20 percent respondents said that every executive should wear gloves and mask in
covid.
 33 percent of customers said that quality and cleaness need to be improved.
 Some respondents said that no quick response of executive .And some respondents
said service is Is not good at all,so traning should be given to those executives and
need to motivation.
 Some percent of respondents said that product availability need to be improved . Thus
the store is recommended to continuously replace and refill on display and in stock.
 some customers are not satified with the remainders and alerts from the store .hence
the store has to take necessary step to satify the customers.
 Some respondents said that reliance fresh pricing strategy is high in comparision with
other super market.hence necessary steps to be taken.
 some respondents said that they are not satisfied with the counter transction.
 Through analysis it was also found that some customers are not happy with the billing
experience.thus it should to find out the causes for negative response and to work on
it.
So that ,it leads to overall customers satisfaction and enhance adds a configuration
towards maintaining long term relationship with them.
 29

Conclusion

 Customer satisfaction is the significant & essential aspect in a marketing at Reliance

fresh is found to be good .But there is a little scope when we use the turn “good” i.e
to reach the level of the excellency . sooner the firm will gain the overall customer
satisfaction when it undergo workings on the findings and suggestions recommended.
 Reliance fresh can attract more customers by different variety and assortments
 Working environment is good and also the various facilities is provided.
 Customers satisfaction is the significant and essential aspects in a marketing discipline
 The overall customers satisfactions at reliance fresh is found to be good.
 30

BIBLIOGRAPHY
Help taken from friends,Manager of Reliance Mart.

Guideb by prof.Abhishek pratap

Internet web sites:

 www.google.com
 www.yahoo.com
 www.wikipedia.com
 31

ANNEXURE
Dear sir /Maam

I am SAURAV LAKRA ,Conducting a survey on” comparative study on customer satisfaction

towards reliance fresh “as a part of my course curriculum . I hereby request you to kindly give
your valuable time by filing this questionnaire .

I assure you that the data you providing will be kept confidential and it will be used only for
academic purpose.

Thank you for your time and concern.

 32

QUESTIONNAIRE
Personal Details

Q.)What Is Your Name?

___________________

Q.) How Old Are You?

___________________

Q.)Gender

Male Female

Q.)Age

Below 20 Years 20-30 Years

30-50 Above 50 Years

Q.) Occupation

Govt Service Private Job

Self Employed Students

Questionnaire:

Q.1)How Frequently Do You Visit Reliance Fresh?

Twice In A Week Once In A Week

During Special Offers

Q2)Do You Think This Reliance Fresh Store Is Easily Accessible To You?

Yes No

Q.3) Do You Agree Accessibility To Store Is A Factor While Going To Any Store?

Strongly Agree Agree

Disagree Strongly Agree

 33

Q.4) Do You Think That Price Of The Product And Services Different According To

Location?

Yes No

Q.5)Do You Find ,The Price Of Other Store Less Than Reliance Fresh?

Yes No

Q.6) How Is The Quality Of The Products Or Services You Get At Reliance Fresh Compared

To Other Nearby Stores?

Good Very Good

Bad Very Bad

Q.7) Do You Think ,This Area Is At Appropriate Location For Reliance Fresh?

Yes No

Q.8) How Do You Know The Offers Of Reliance Fresh?

Televison Ads

Hoardings/Boardings

News paper

word of mouth

Q.9)According To You What Percentage Of Customer Of Reliance Fresh Live In This Area?

More Than 50% Less Than 50%

 34

Q.10)Rate Of The Following Infrastructural Factors?

A)Parking Space

Good Average Bad

B)Signage

Good Average Bad

C)Rest Room Facilities

Good Average Bad

D) Interior Of The Store

Good Average Bad