CONTENTS Page No

1 Executive Summary 2
2 Scope of study 3
3 Research Methodology 4
4 Data collection method 5
Tools adopted 6

5 Introduction 7

Over view of Indian retail sector 10

6 Company Profile 11
Reliance retail eastern zone

7 Research Objective 15
8 Data Analysis 16
9 Findings 38
10 Recommendation 40
11 Conclusions 42
12 Limitations 43
13 Glossary 44
14 Questionnaire 45
15 Bibliography 48

1
EXECUTIVE SUMMARY
This study is intended to help Reliance Retail decide upon the steps to be taken care for customer
satisfaction so that the growth of the company keeps on improving.

This study is an attempt to assess the Factors responsible for customer satisfaction in Reliance
Mart in Mumbai region.

Primary data have been used for analysis. However, secondary source have yielded preliminary
information. Research conducted was descriptive in nature. Descriptive research helped me to
develop the concept to clearly establish priorities, to divulge adequate information which helps
me in decision making and thus essential for making the study a success.

A structured questionnaire was used to obtain required information and to assess the customer
satisfaction level and to find the ways through which the company can come up to the
expectation of customer so that the optimum satisfaction level can be achieved.

I have used random sampling for my survey. Care was taken that the respondents were as
diversified as possible.

A sample size of 150 respondents was taken from various parts of Mumbai. I collected data and
analyzed them. I have critically analyzed each and every question in the questionnaire and then
given the managerial implication. This analyzed data was later converted into bar diagrams for
convenience. This also made it easy to draw a conclusion based research and provide a
presentable format for the report. Later on the information were compiled to form a presentable
report.

A better strategy to satisfy customer is only the way to gain customer attention and to penetrate
more in own catchment area. Strategy must be in all area like Promotional offer/Scheme, Product
Pricing, Employee behaviour, Billing Process, Product Assortment, Product quality in terms of
RATER.

It is found in the research that customers are price sensitive hence Reliance Mart should give
those offers which can facilitate more money saving as the customers are price sensitive.

2
SCOPE OF STUDY
This study covers customers of Reliance Hyper mart in the area of Mumbai. The catchment area
of the Reliance Hyper mart is Nariman Point-Mumbai, Sion-Chuna Bhatti, Dadar East,
Ghatkopar West, Thane west.

The study makes effort to ascertain the satisfaction level of customer of Reliance Hyper mart
through survey so that company would be able to come up to the expectation level of its
customer.

The company can come up to the expectation only by finding out the problem that customer are
facing during their purchase from Reliance Hyper mart.

The subject has been taken for the research as it plays key role in the success of retail sector.

No company can think of selling their product without having satisfied customer. No company
can survive in long run without coming up to the expectation level of customer. So to know the
customer satisfaction level such research is very important.

In short it is the level of satisfaction that is link between end-user and company. As long as the
company is able to satisfy its customer, customer would remain in the bracket of loyal customer.

Hence it is very essential to understand the customer satisfaction and to measure the satisfaction
level time to time as there is always scope of improvement.

The research will also be beneficial in analyzing the overall market position of the company and
measures which should be adopted by the Reliance Retail Ltd. to increase their market share in
the region of Mumbai.

3
RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
It is a way to systematically solve the research problem. It may be understood as a science of
studying how research is done scientifically. In it we study the various steps that are generally
adopted by researchers, in studying our research problem along with the logic behind it. It is
essential for the researchers to know not only the research method technique but also the
methodology.

RESEARCH PROCESS
It consists of a series of action necessary to effectively carry out research and the desired
sequence of these steps.

• Defining the problem and research objectives

• Develop the research plan
• Collect the information
• Analyze the information
• Present the findings
• Make the decision

RESEARCH DESIGN

A research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in procedure.

Descriptive research is used in the preparation of the project.

There is some point and facts which were not found earlier hence exploratory research is used.

A descriptive research technique is so used as I again worked upon those facts which were earlier
found by some other.

SAMPLE DESIGN

Non probability sampling (Convenience sampling) is used because of restriction of time.

4
DATA COLLECTION METHOD

Primary Data

Primary data generally means those raw data or data structures that are collected “first- hand”
and have not had any previous meaningful interpretation. For my Project Report, I have collected
such primary data through face to face interview method with the help of questionnaire.

Secondary Data
Secondary data is also used to find some facts regarding company (Hyper mart)

Primary Data

Through:-
 Questionnaire,
 Personal interview
 Observation.

Secondary Data

 Companies’ website, Internet,

Research Apparatus

Survey Method

Research Instruments

Observation, Questionnaire and Personal Interview

Sample Size:-

150.

Contact Method

Personal contact.

5
TOOLS ADOPTED

For the project study the tools adopted is questionnaire having multiple choice questions. The
questionnaire is closed-end in which Multiple choice, Likert scale, Importance scale, Rating
scale Semantic differential are used.

The dual choice questionnaire is not taken as the total numbers of samples are very large and
correct data could not ascertained for the survey to be good and genuine.

6
INTRODUCTION
Early Trade

When man started to cultivate and harvest the land, he would occasionally find himself with a
surplus of goods. Once the needs of his family and local community were met, he would attempt
to trade his goods for different goods produced elsewhere. Thus markets were formed. These
early efforts to swap goods developed into more formal gatherings. When a producer who had a
surplus could not find another producer with suitable products to swap, he may have allowed
others to owe him goods. Thus early credit terms would have been developed.

Early Markets

Over time, producers would have seen value in deliberately over-producing in order to profit
from selling these goods. Merchants would also have begun to appear. They would travel from
village to village, purchasing these goods and selling them for a profit. Over time, both
producers and merchants would regularly take their goods to one selling place in the centre of the
community. Thus, regular markets appeared.

The First Shops

Eventually, markets would become permanent fixtures i.e. shops. These shops along with the
logistics required to get the goods to them thus it leads to the start of the Retail Trade.

Origins of Retail Chains

It is likely that, as markets became more permanent fixtures they evolved into shops.
Although advantageous in many respects, this removed the mobility that a peddler or traveling
merchant may still have enjoyed. For some shopkeepers, it made sense to obtain extra stock and
open up another shop, most probably operated by another family member. This would recover
business from peddlers, create new business and the greater volume would allow the shopkeeper
to strike a better deal with suppliers. Thus the Retail Chain would have started. It is thought that
this process was started in China over 2200 years ago with a chain of shops owned by a trader
called Lo Kass. Excavations reveal that shops in ancient Rome were, in many respects, much like
small shops are today, so it is most likely that retailer chains existed then. From Family Business
to formal structure although retail chains would have been mostly run by families, as some
chains grew, they would have needed to employ people from outside of their family. This was a
limiting factor as there would have been a limit to the amount of trusted non family members
available to help run the chain. Another, even more definite limiting factor was the distance the
furthest shop would have been from the original shop. The greater the distance, the more time
and effort would have been needed to effectively manage outpost shops and to service them with
goods. There was, therefore, a natural barrier to expansion. That was the case until transport and
communications became faster and more reliable. When this happened towards the end of the

7
19th century, chains became much bigger and more widespread. Many of these businesses
became more structured and formalized, leading to the retail chains that we see today.

How Retail Developed

Peddlers and Producers

The Retail Trade is rooted in two groups, the peddlers and producers. Peddlers tended to be
opportunistic in their choice of stock and customer. They would purchase any goods that they
thought they could sell for a profit. Producers were interested in selling goods that they had
produced.

General Store

This division continues to this day with some shops specializing in specific areas, reflecting their
origins as outlets for producers (such as Pacific Concord of Hong Kong), and others providing a
broad mix, known as General Store (such as Casey’s in the Midwest of the U.S.A.).

Although specialist shops are still with us, over time, the general store has increasingly taken on
specialist products. Customers have found this to be more convenient than having to visit many
shops – thus the term “Convenience Store” has also been applied to these shops. As the
popularity of general stores has grown, so has their size. This combined with the advent of Self-
Service has lead to the Supermarket, or Superstore.

Self-Service Stores

Background

Up until the introduction of self-service stores, customers would simply ask the shopkeeper for
their goods. The shopkeeper would price them (weighing them if necessary), pack them in a bag
or other container (often supplied by the customer), tot up the bill and receive payment. There
was a personal one-to-one relationship between customer and shopkeeper. The First Self-Service
Store. This all changed in 1915 when Albert Gerrard opened the Groceteria in Los Angeles, the
first documented self-service store. This was soon followed a year later by the Piggly Wiggly®
self-service store, founded by Clarence Saunders in Tennessee in the U.S.

Efficiency

These entrepreneurs noticed that their staff had to spend a great deal of time taking grocery
orders from customers. The groceries were stacked on shelves allowing customers to walk
around and browse, collecting their shopping in a basket that was supplied. The shopkeeper
would only need to tot up the final bill at the end of the process and transfer the goods from the
basket to the customer and receive payment.

8
Growth

This new type of shopping was more efficient and many customers preferred it. Although
personal service stores remain to this day, this new concept started a rapid growth of self-service
stores in the United States. Other countries were slow to take up the idea, but there has been a
steady rise in the global amount of self-service stores ever since.

With a 27% share of world GDP, retail is a significant contributor to overall economic activity
across the world. Of this, organized retailing contributes between 20% to 55% in various
developing markets.

9
OVERVIEW OF INDIAN RETAIL SECTOR

The Indian retail industry is pegged at $ 300 billion and growing at over 13% per year. Of this,
presently, organized retailing is about 5%. This is expected to grow to 10% by 2011.

Size of Indian Retail

• India is one of the 10th largest retail markets in the world.

• Organized retail constitutes about 5 % of total retail sales.
• However organized retail has been growing at over 40% p.a. in last two years.

Structure of Indian Retail

• Indian retail sector is highly fragmented mostly owner runned mom and pop outlets.
• Retail chain such as Pantaloons, Trent and RPG retail has growing rapidly while
Reliance, Aditya Birla Group is pumping huge money in retail sector.
• Dairy Farm, Metro, Shoprite and Mark & Spencer are some international retailers which
are present in India.

10
COMPANY PROFILE

RELIANCE RETAIL LTD

“Growth Through Value Creation”
Reliance Retail Limited, a 100% subsidiary of Reliance Industries Limited, was set up to lead
Reliance Group’s foray into organized retail.

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

During the year, RRL also focused on building strong relationships in the agri-business value
chain and has commenced marketing fruits, vegetables and staples that the company sources
directly to wholesalers and institutional customers. RRL provides its customers with high quality
produce that has better shelf life and more consistent quality than was available earlier. RRL has
made significant progress in establishing state-of-the-art staples processing centers and expects
to make them operational by May 2012.

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

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

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

The retail initiative of Reliance is without a parallel in size and spread and makes India proud.
Ensuring better returns to Indian farmers and manufacturers and greater value for the Indian
consumer, both in quality and quantity, is an integral feature of the Reliance Retail Limited. By
creating value at all levels, it actively endeavors to contribute to India's growth.

Through multiple formats and a wide range of categories, Reliance is aiming to touch almost
every Indian customer and supplier.

11
Reliance Retail has announced plans to set up one store for every 3,000 families within a radius
of 2 km across all locations by 2012. The company is competing directly with the large number
of traditional local provision stores. Reliance Retail is either going to set up new stores in the
identified areas or take over existing stores. The company has already done that in Mumbai and
other cities. Of the four million sq ft of retail space to be created under the “Reliance Fresh”
brand (for groceries), one million will be through acquisitions. The retailer is also moving into
laundry, personal care and apparel product lines, in which it plans to launch private labels.

To strengthen its links with farmers, the company is setting up integrated agri-retail business
centers, which include three processing and distribution centers, 51 retail outlets for farmers and
75 rural business hubs, all with an investment of US$445 million. Reliance Retail would build a
business that would focus on “competitive offerings’’ to Indian consumers across several
verticals: Integrated food and grocery, items of daily household consumption, apparels and
footwear, electronic goods, lifestyle products and services, home essentials and improvements,
farm implements and inputs, distribution of energy products and services, distribution of travel
and financial services, entertainment and leisure experiences, health and well-being products and
services and educational products and services. It would develop partnerships to bring the best of
luxury brands from all over the world to India and it would also develop linkages with
opportunities in agriculture and food processing. The company would have a pan-India footprint
covering 1,500 cities and towns and embracing all strata of the society.
Presently Reliance Retail Limited has 706 stores across 13 states.

12
RELIANCE MART

• Reliance mart hyper mart

• Type-hypermarket
• Founded-30 October 2006
• Headquarters-Mumbai, India
• Key people-Mr Mukesh Ambani, CEO
• Industry-Retail
• Punch line-Growth Through Value Creation
• Website-www.ril.com
Reliance Mart is the retail chain division of Reliance Industries of India which is headed by
Mukesh Ambani. Reliance has entered into this segment by opening new retail stores at
Hyderabad on 3 November 2006. The Reliance Mart Hypermarket chain is RIL’s Rs 25,000
crore venture and it plans to add more stores across different region by year 2011. Reliance plans
to invest Rs 25000 crores in the next 4 years in their retail division and plans to begin retail
stores in 784 cities across the country. Reliance has entered into this segment by opening new
retail stores into almost every metropolitan and regional area of India. The Hyper marts will sell
fresh fruits and vegetables, staples, groceries, fresh juice bars dairy products,apparel,CDIT
products,Footwears,lifestyle products and also will sport a separate enclosure and supply-chain
for non-vegetarian products. Also Besides, the stores would provide direct employment to 5 lakh
young Indians and indirect job opportunities to a million people, according to the company. The
company also has plans to train students and housewives in customer care and quality services
for part-time jobs.

Products
• The stores, product selection and the prices have been designed keeping the average
Indian housewife in mind.
• The super marts sell fresh fruits and vegetables, staples, groceries, fresh juice bars and
dairy products and also will sport a separate enclosure and supply-chain for non-
vegetarian products.

13
 Hyper Mart
Ghatkopar,Mumbai
RELIANCE MART, Ghatkopar
MUMBAI
Reliance Hyper Mart (Pratik Tower)
Founded: - 8 August 2007
Code: - 6048
Area: - 33333 sq foot.
Carpet Trading: - 26120 sq foot
No. of SKU: - 14000
It consists of 14000 SKU of following categories
1. Staples
2. Processed Food
3. Hard-line
4. Homecare
5. Baby care
6. Beverages & Confectionaries
7. Dairy
8. Non Food
9. Apparel
10. lifestyle
11. electronics
12. footwear
13. stationary
14. Home décor

14
RESEARCH OBJECTIVES

1. To study the expectation level of customer from Reliance Mart.

2. To study the problem faced by Customer.

3. To study the role of promotional offer/scheme in customer satisfaction.

4. To study the service quality offered by Reliance Mart in term of Reliability, Assurance,
Tangibility, Empathy, Responsiveness.

5. To study the role of 4P’s in customer satisfaction.

6. To study the consumer preference of particular retail shop.

7. To increase the footfall in Reliance Mart through promotional program.

15
 DATA ANALYSIS
1. Customer’s visit to Reliance Mart.

C u s to m e r s v is it to R e lia n c e M a r t.

6% 8% 10%
D a ily
W e e kly
Mo n th ly
37% Alte rn a te D a y
39%
O c c a s io n a lly

It is clear from the graph that only 10% of the respondent are the daily customer of Reliance
Mart, 8% respondent are weekly visitor and only 6% of respondent are alternate day customer.
But the major 39% of the respondent are monthly shopper means these customer makes bulk
purchase and if they have some small requirement then they purchase it from shops near by their
house hence some special offer/discount should be given to these customer to lure them. 37% of
the respondents are occasionally visitor as per their requirement for this 37% respondent it is
very necessary to generate their need to make them aware regarding new product.

16
2. Customer expectation from Reliance Mart.

Customers expectation from

Reliance Mart
All of the time
8% 19%
Most of the time

33%
some of the time

40%
Just now and then

 Only 19% of the respondents say Reliance Mart meets their expectation “All of the time”.
 Major 40% of the respondents say that Reliance Mart meets their expectation “Most of
the time”
 It is 33% of the total respondents who say that Reliance Mart meets their expectation
“Some of time”. It shows that some where or other they are dissatisfied.
 Just 8% of the respondents say that Reliance Mart meets their expectation only “just now
and then”.

Hence to bring most of the customer in the bracket of all of the time company has to meet the
expectation of customer. Company has to sort out the problem of customer if any. Company has
to take care of its supply chain, quality, employee behaviour.

17
3. Customer attraction towards Reliance Mart from its competitor.

6% 12% Price
Product assortment
23%
18% Product quality
Promotional offer
Employee behaviour
7%
All of the above
19%
15% Any other (Location)

12% of the respondent says that price attract them more to Reliance Mart then its competitors.

18% of the respondent says that they are attracted toward because of Product assortment “means
they are satisfied with the product assortment”

19% of the respondent says that product quality of the Reliance mart is best. They are satisfied
with the product quality.
15% of the respondent says Promotional offers/scheme attract them to Reliance Mart.

Only 7% of respondent are attracted to Reliance Mart because of Employee behavior. (It shows
that Employee behavior should be monitored because only 7% of respondent attract toward
Reliance Mart because of Employee behavior, so employee should be motivated in correct
direction so that their behavior toward customer would improve as it leads to customer
satisfaction and customer satisfaction leads to increase in over all sale of Mart)

The major 23% of respondent says that they are attracted to Reliance Mart because of all the
factors like Price, Product Assortment, Product quality, Promotional offer, Employee Behavior.

6% of the respondent says that they come to Reliance Mart because of Location. Point to be
noted that only 6% of the respondent come to Reliance Mart because of location. (Location plays
major role in increase of sales)

18
4. Whether Customer Service Desk Co-operative.

10%

Yes
No

90%

 90% of the respondent says that they are satisfied with the customer service Desk.
 It is only 10% of the respondent says that they don’t find customer service desk co-
operative, means there is some loophole here, is some Gap. This Gap should be filled as
early as it possible so that 10% No would also be converted into Yes. Other wise this
Gap would widen and 10% would convert into 20% or 30% or 40% etc.

19
5. Satisfaction related to billing process?

19%

Y es
No

81%

 Major 81% of the respondents are satisfied with the billing process of Reliance Mart.

 But 19% of the respondents are dissatisfied with the billing process because of the long
queue, longer waiting time. Hence for this 19%, new billing counter should be installed.

 Actually most of the department has its own Till but all are remain closed. It is found that
there is no requirement of cashier here as senior CSA are well versed in the operation of
billing counter. Hence these people can also operate till which would result convenience
to customer as they would not have to wait for longer duration and hence it would save
time and money also, both for customer and company.

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6. Satisfaction with the ambience of store.

4% Very Satisfied
-----5

33%
Some what satisfied
-----4
63%
Neither satisfied nor
Dissatisfied ---3

Very Satisfied Somewhat Neither Some what Very dissatisfied

satisfied satisfied dissatisfied
nor
dissatisfied
5 4 3 2 1
63% of 33% of 4% of 0% of 0% of respondent
Respondent Respondent Respondent Respondent

 63% of the total respondents are very satisfied with the ambience of store. On the Likert
scale the rating is 5 out of 5

 33% of the total respondents are some what satisfied with the ambience of store. On the
Likert scale the rating is 4 out of 5.

 Only 4 % of the respondents rates 3 out of 5 that is neither satisfied nor dissatisfied.

 Not even a single respondent rated 1 or 2 out of 5 that is some what dissatisfied or very
dissatisfied. Hence research shows that the satisfaction level regarding the ambience of
store is very high and it should be maintained.
21
7. Effect of CSA in purchase.

60%

50%

40%
% of
Responden 30%
t
20%

10%

0%
Very Someti
Often Rarely Never
often mes
Series1 53% 23% 17% 5% 2%

 53% of the total respondents say that CSA very often assist them during purchase.

 23% of the respondents say that CSA often assist them during purchase.

 17% of the respondents say that CSA sometimes assist them during purchase.

 5% of the respondents say that CSA rarely assist them during purchase.

 Only 2% of the respondents say that CSA never assist them during purchase.

 There is need to take care of 23% and 17% of customer, means CSAs have to come upto
the expectation of these 23% and 17% of customer.

22
8. Attractiveness of promotions.
Very attractive
8% 4% 19%
Fairly attractive

20% Neutral

Not so attractive

49% Not at all

attractive

Very attractive Fairly Neutral Not so attractive Not at all

attractive attractive
5 4 3 2 1
19% of 49% of 20% of 8% of 4% of respondent
Respondent Respondent Respondent Respondent

 19% of the total respondents view promotions Very attractive. On Likert scale it is 5 out
of 5
 49 % of respondents view promotions Fairly attractive. On Likert scale it is 4 out of 5.
 20% of Respondent view promotions Neutral . On Likert scale it is 3 out of 5.
 8% of respondents find promotions not so attractive. On Likert scale it is 2 out of 5.
 4% of total respondents find promotions not at all attractive, that is on likert scale it is 1
out of 5.

23
  Primary work of promotion is to attract more and more customer. If it is not effective to
attract customer then there is no use of such promotion. Promotion offer should be made
keeping in view, mind of customer. What actually customer desire, need.

9. Satisfaction regarding gift voucher redemption .

Satisfaction regarding gift voucher

redemption

Very satisfied
8%
7% 27% Some what
14% satisfied
Neither satisfied
no dissatisfied
Some what
44% dissatisfied
Very dissatisfied

Very satisfied Some what Neither Some what Very

satisfied satisfied nor dissatisfied dissatisfied
dissatisfied
5 4 3 2 1
27% of 44% of 14% of 7% of 8% of
Respondent Respondent Respondent Respondent respondent

24
  It is very clear that only 27% of the respondent are very satisfied with the gift redemption
process and rated 5 out of 5. More is needed to be done to bring other in the bracket of
very satisfied.

 44% of the respondents say that they are some what satisfied with the gift redemption
process and rated 4 out of 5

 14% of the respondents are in the category of neither satisfied not dissatisfied and rated 3
out of 5.

 7% of the respondents are in the bracket of some what dissatisfied and rated 2 out of 5.

 8% of the total respondents are very dissatisfied and rated 1 out of 5.

10. Pricing of product in Reliance Mart.

4% 6%
1
34%
2
31% 3
4
5
25%

34% 25% 31% 6% 4%

Yes

25
 N0

5 4 3

2
1

 It is clear from the graph that 34% of the respondents rated 5 out of 5 to the price of
product in Reliance Mart. As they think that there is minimal price here.
 25% of the respondents rated 4 out of 5 as they are not very satisfied but some what
satisfied with the price of product in Reliance Mart.
 31% of the respondents rated 3 out of 5 as it seems they are neither satisfied nor
dissatisfied with the price of product in Reliance Mart.
 6% of the respondent rated 2 out of 5. Hence we can say that they are some what
dissatisfied with the price of product in Reliance Mart.
 4% of the respondent rated 1 out of 5. so we can conclude they are very dissatisfied with
the price of product of Reliance Mart.
 Price plays crucial role to draw customer more and more and to come upto the
satisfaction level of customer . As Reliance Mart has also its won Reliance Retail price
hence those product which is sold on RRP should be taken care off. RRP should be as
minimum as it possible. So that this benefit should be passed on to customer.

26
11. Availability of product.

12%
24%
1
13% 2
3
4
22% 5
29%

Rating of % of respondent on scale.

24% 22% 29% 13% 12%

Available Not available

5 4 3 2 1

 24% of the total respondent rated 5 out of 5 regarding availability of product means they
are satisfied with the supply chain and distribution process.
 22% of the total respondent rated 4 out of 5 regarding availability of products in Mart
means they are some what satisfied with the availability of product.
 29% of the total respondent rated 3 out of 5 regarding availability of product means their
response is neutral regarding the availability of product in Reliance Mart.
 13% of the total respondent rated 2 out of 5 regarding availability of product means they
are some what dissatisfied the distribution system of Reliance Mart.
 12% of the customer rated 1 out of 5 hence we can conclude that they are very
dissatisfied with the supply of the product in
Reliance Mart

27
12. Worthiness of holding Reliance One membership card

60%
60%
50% 40%
40%
Respondent
30%
in %
20%
10%
0%
Yes No

 60% of the total respondents view that it worth holding Reliance One membership card.
 They have specified that they get point and on the accumulation of point the redeem it
and make some purchase.
 Some of the Respondents view that because of Reliance One member ship card they can
know their purchase amount till date. (Total purchase from Reliance Mart)
 40% of the respondents say that it doesn’t worth holding Reliance One member ship card.
 They have specified that the point that they get is very few like by purchase of 100 Rs.
they get 1 point which is equal to .70 Rs. Or 70 paise. So they think there is no benefit
holding Reliance One membership card.

28
13. Rate to the Reliance Mart for its Service quality in terms of
RATER.
(RELIABILITY,ASSURANCE,TANGIBILITY,EMPATHY,RESPONSIVENESS)

i) RELIABILITY (Accuracy of billing, Meeting promised delivery date)

RELIABILITY

11% 3% 17% Excellent

V. Good
Good
35% Fair
34%
Poor

Excellent V. Good Good Fair Poor.

5 4 3 2 1

17% 34% 35% 11% 3%

of of of of of
Respondent Respondent Respondent Respondent Respondent

 17% of the respondent rated 5 out of 5 to Reliance Mart for it service quality in terms of
Reliability

 34% of the respondent rated 4 out of 5 to Reliance Mart for it service quality in terms of
Reliability.

 35% of the respondent rated 3 out of 5 to Reliance Mart for it service quality in terms of
Reliability.

 11% of the respondent rated 2 out of 5 to Reliance Mart for it service quality in terms of
Reliability.

 Only 3% of the respondent rated 1 out of 5 to Reliance Mart for it service quality in terms
of Reliability.

29
ii) ASSURANCE (Guarantee and Warrantees return policy)

ASSURANCE

11% 15%
Excellent
16% V. Good
22% Good
Fair
Poor
36%

Excellent V. Good Good Fair Poor.

5 4 3 2 1

15% 22% 36% 16% 11%

of of of of of
Respondent Respondent Respondent Respondent Respondent

 15% of the total respondent rated 5 out of 5 that is Excellent to the service quality of
Reliance Mart in terms of Assurance.

 22% of the total respondent rated 4 out of 5 that is V. Good to the service quality of
Reliance Mart in terms of Assurance.

 36% of the total respondent rated 3 out of 5 that is Good to the service quality of Reliance
Mart in terms of Assurance.

 16% of the total respondent rated 2 out of 5 that is fair to the service quality of Reliance
Mart in terms of Assurance.

 11% of the total respondent rated 1 out of 5 that is poor to the service quality of Reliance
Mart in terms of Assurance.

 It shows that 11% of the respondent are dissatisfied with the service of Reliance Mart in
terms of Guarantee and Warrantees return policy. Measure step is needed to be taken and

30
 Guarantee and Warrantees return policy should be revised once again as customer view
that it has long procedure. The process of return policy should be minimized.

iii) TANGIBILITY (Appearance of store, etc)

TANGIBILITY

5% 1% Excellent
27%
V. Good
35%
Good
Fair
32% Poor

Excellent V. Good Good Fair Poor.

5 4 3 2 1

27% 32% 35% 5% 1%

of of of of of
Respondent Respondents Respondents Respondents Respondents

 It is very obvious that major percentage of the respondents are satisfied with the service
quality of reliance mart in terms of tangibility.

 We can see it through Rating .

 27% of the respondents rated 5 out of 5 to Reliance Mart for its service quality in terms
of tangibility. (Excellent)

 32% of the respondents rated 4 out of 5 to Reliance Mart for its service quality in terms
of tangibility. (V. Good)

 35% of the respondents rated 3 out of 5 to Reliance Mart for its service quality in terms
of tangibility. (Good)

 5% of the respondents rated 2 out of 5 to Reliance Mart for its service quality in terms of
tangibility. (Fair)

31
  1% of the respondents rated 1 out of 5 to Reliance Mart for its service quality in terms of
tangibility. (Poor)

iv) EMPATHY (Personalized service, Receipt of Notes, Email, Recognition

by name.)
EMPATHY

Poor Excellent
11% 18% Excellent
Fair
V. Good
16%
Good
V. Good
25% Fair
Good Poor
30%

Excellent V. Good Good Fair Poor.

5 4 3 2 1

18% 25% 30% 16% 11%

of of of of of
Respondent Respondent Respondent Respondent Respondent

 In terms of Empathy respondents have mixture view. Like

 18% of the respondents view empathy excellent and rated 5 out of 5

 25% of the respondents view empathy V. Good and rated 4 out of 5

 30% of the respondents view empathy Good and rated 3 out of 5.

 16% of the respondents view empathy fair and rated 2 out of 5.

 11% of the respondents view empathy poor and rated 1 out of 5.

32
V) RESPONSIVENESS (Returning call, Giving prompt services etc)

RESPONSIVENESS
RESPONDENT IN
PERCENTAGE

40% 29%
30% 21% 21%
20% 15% 14%
10%
0%
d

or
d

ir
nt

oo

Fa
oo

Po
ll e

G
G
ce

V.
Ex

Excellent V. Good Good Fair Poor.

5 4 3 2 1

21% 15% 29% 14% 21%

of of of of of
Respondent Respondent Respondent Respondent Respondent

 For Responsiveness, respondents have mixed feeling.

 21% of the respondents rated 5 out of 5 to Responsiveness of Reliance Mart that is also
rated as Excellent.

 15% of the respondents rated 4 out of 5 to Responsiveness of Reliance Mart that is also
rated as V. Good

 29 % of the respondents rated 3 out of 5 to Responsiveness of Reliance Mart that is also

rated as Good.

33
  14% of the respondents rated 2 out of 5 to Responsiveness of Reliance Mart that is also
rated as Fair.

 21% of the respondents rated 1 out of 5 to Responsiveness of Reliance Mart that is also
rated as Poor.

14) CUSTOMER PREFERENCE.

CUSTOMER PREFERENCE
1%
Reliance Mart
4%
23% Big Bazar

Vishal Megha
72% Mart
Others

 72% of the respondent like Reliance Mart, 23% of the respondent like Big Bazar, only
4% of the respondent like Vishal Megha Mart and only 1% of the respondents like Other
retailers.

 We can see that even in the catchment are of Reliance Mart 23% of the respondent like
Big Bazar. It means Reliance Mart is still not able to reach fully even in its own
catchment area. Care is needed to be taken as Big Bazar is penetrating even in the
catchment area of Reliance Mart.

 A better strategy to satisfy customer is only the way to gain customer attention and to
penetrate more in own catchment area.

 Strategy must be in all area like Promotional offer/Scheme, Product Pricing, Employee
behaviour, Billing process, Product Assortment, Product Quality, Service quality in
terms of RATER etc.

34
  If proper steps is not being taken then Big Bazar would penetrate more in the catchment
area of Reliance Mart and can convert the customer of Reliance Mart into its own
customer and at the end of the day it can increase its market share

15) Role of word of mouth

92%
100%

50%

8%

0%
Yes No
Series1 92% 8%

 Major 92% of the respondent like to recommend Reliance Mart to other for shopping. It
is a good sign despite of only 72% of the market share it its own catchment area.

 8% of the respondent don’t prefer to recommend other to shop at Reliance Mart. But one
should not ignore this negative 8%, as one dissatisfied customer communicates
negatively to 13 people on an average regarding his dissatisfaction. It can lead to lost of
customer confidence and ultimately lost of market share which lead to decrease in sale.

35
RESPONDENTS’ INCOME (MONTHLY)

6% 5-10 Thousand
24% 11%
10-15 Thousand
15-20 Thousand
14%
20-25 Thousand
25-30 Thousand
14%
30-40 Thousand
13%
18% 40 Thousand Onward

 It is obvious from the graph the major 24% of the Respondents have monthly income
more than 40,000

 18% of the respondents are in the bracket of 25,000 to 30,000 monthly income while 14%
of the respondents are in the bracket of 30,000 to 40,000 monthly income.

 13% of the respondents are earning 25,000 to 30,000 monthly.

 14% of the respondents are in the bracket of 15,000 to 20,000 monthly income.

 11% of the total respondents are in the bracket of 10,000 to 15,000 monthly.

 Only 6% of the total respondents have monthly income between 5,000 to 10,000

36
RESPONDENTS’ AGE GROUP

6% 5% 15%
15-25 year
13% 25-35 year
35-45 year
45-55 year
36% 55-65 year
25% 65-75 year

 It is very clear from the graph that 15% of the respondents fall in the age group of 15-25
year.

 36% of the respondents fall in the age group of 25-35 year.

 25% of the respondents fall in the age group of 35-45 year.

 13% of the respondents fall in the age group of 45-55 year.

 Only 6% of the respondents fall in the age group of 55-65 year and 5% of the respondents
fall in the age group of 65-75 year.

37
RESPONDENTS’ OCCUPATION

7%
2% Service
15% 36% Business
Housewife
student
Professional
25% Retired
15%

 Major 36% of the respondents are doing Service having one day leave in a week. It
means there must be increase in footfall on that day. So there should be some thing
special for them during that day.

 15% of the respondents are businessman.

 25% of the respondents are housewife so strategy must be made to attract this segment.

 15% are student.

 2% are professional

 7% are retired people.

38
FINDINGS
a) It is found that major 39% of the respondents are monthly shopper and 37% of the respondents
are occasionally visitor as per their requirement.
The average footfall is 1418 customer. Out of which the conversion rate is 49%.

b) It is found that Reliance Mart is not able to come up to the expectation level of major percentage
of the respondents fully.
Hence it can be said that concrete measure should be taken by the company to come up to the
customer expectation.

c) It is found that major percentage of the respondents are attracted to the Reliance Mart because of
all the factors like Price, Product Assortment, Product quality, Promotional offer, Employee
Behavior.
And remaining have different point of attraction. Like some attracted because of price, some
because of product assortment, some because of product quality, some because of promotional
offer/scheme, some because of employee behaviour etc.
Only 6% of the total respondent are attracted because of Location of Reliance Mart.

d) Customer Service Desk plays vital role in retail. It is found that major percentage of the
respondent are satisfied with the CSD.

e) Most of the respondents are satisfied with the billing process but some of have grievance that
some time when there is long queue some time there is no attendant on one or two POS (Billing
counter).

f) Major percentage of respondents are satisfied with the ambience of store.

g) It is found that major percentage of respondents view that CSA

help them during purchase.

h) Promotions are attractive but not so in comparison with others like Big Bazar some thing more is
needed to be done regarding promotions
39
i) Major percentage of the respondents are in the bracket of some what satisfied related to gift
redemption process as the process is time taking.

j) Regarding price different respondents have different feeling but

major percentage of respondents feel that price is nominal here.

k) Some of the customer view that they do not find each and every
Product available but major percentage of the respondents say what ever product they require it
is available in Reliance Mart. Regarding F&V it is found that the distribution takes time as the
van carrying F&V always come late between 10 am to 11 am. Hence supply of F&V should be on
time as early in the morning as it possible.

l) More than half of the total percentage of the respondent view that there is benefit of holding
Reliance One membership card But remaining things it has no benefit.

m) Service quality in terms of RATER

Regarding Reliability major percentage of the respondent are satisfied.
Regarding Assurance most of the respondents are satisfied
Regarding Tangibility also most of the respondents are satisfied
Regarding Empathy it seems most of the respondents are satisfied.
Or neutral
Regarding Responsiveness there is different feeling in respondents
like some of view that it is good while some of view that it is not up to the
mark

n) It is found that Reliance Mart has 72% share in its catchment area.

o) Major 92% of the respondent like to recommend Reliance Mart to other for shopping.
8% of the respondents don’t prefer to recommend other to shop at Reliance Mart. But one
should not ignore this negative 8%, as one dissatisfied customer communicates negatively to 13
people on an average regarding his dissatisfaction. It can lead to lost of customer confidence
and ultimately lost of market share which lead to decrease in sale.

p) Major 36% and 25% of the respondents fall in the age group of 25- 35 year and 35-45year
simultaneously so strategy should be made keeping in mind the age group also to increase sale.
There should be something special to attract this age if sale is to be increase.

q) Major 36% of the respondents are doing Service having one day leave in a week. It means there must
be increase in footfall on that day. So there should be some thing special for them during that
day. 25% of the respondents are housewife so strategy must be made to attract this segment.

r) The sale of Reliance Mart increased due to promotional event gradually.

40
RECOMMENDATIONS
To come up to the satisfaction level of customer it is very necessary to consider the points
written below.

• There should be customer Feedback box in the name of “Customer Complain box”. It
must be accessible only to H.R. One person should be deputed to handle it daily. By
doing this customer grievances can be monitored closely. (One of the most efficient way
to achieve customer satisfaction). If it is done more than 50% of the problem is solved.
CSD should aware customer regarding “Customer complain box”.

• Some of the CSA behavior is very rude. These CSA should be monitored closely and
should be trained properly as they foment dissatisfaction among customers which can
cause decrease in sale. It can also play the role of negative word of mouth.

• F&V supply always delay by 1.30 hr to 2hr in the morning during peak hour of sale.
F&V must reach to the store floor before 9 am. Hence distribution of F&V is needed to
be improved or monitored.

• Luggage section is suffering from similar product design, especially in Samsonite

(American Tourister). Something is needed to be done to bring different design of
Samsonite on the floor. AS customer always enquire of different design of Samsonite.

• Some time it is found that there is long queue so cashier must present on all the “Till”
(POS) during peak hour of sale. Cashier handling speed is needed to be monitored.

• On most of the Jacket the word “Hot Offer” is written it appears monotonous. Hence
instead of it different word should be written having similar meaning to attract customer.

• It is observed that whenever there is promotional advertisement given by Reliance Mart

in news paper “Sale” has increased. For example on 31st of May there was sale of Rs. 11
41
 lac. So promotional advertisement must publish in news paper and advertisement must be
telecast on local T.V channel and Radio twice in a month to increase sale.

• Most of the promotional offer confused customer. It also cause dissatisfaction.

Communication of promotional offer must be clear to customer. Regular announcement
of promotional offer from CSD is needed. As it is found that CSD has lackluster
approach. It announces but announcement is not frequent.

• CDIT department has high value item but it is not clearly visible from the apparel section
because of Home decor Gandolas.Hence Home decor section must be arranged in such a
manner so that it should be visible from apparel section as the escalator attached to the
first floor is in apparel side. Even the customers who stand near by home decor find it
difficult to locate CDIT section.

• Watches and Cosmetics should be in one side and should not surround by apparel
especially in case of Cosmetics then only its sale would increase. There is no proper
arrangement to display the cosmetics to customer. There should be some furniture so that
sales girl can show Cosmetics to customer comfortably and customer can feel easy to
purchase it. Then only customer can satisfy and sale of Cosmetics can increase.

• Reliance Mart should give those offers which can facilitate more money saving as the
customers are price sensitive.

• Reliance Mart should give credit facility at least to their loyal customer as it is also the
reason behind customer dissatisfaction because they always get credit facility from local
Kirana store.

• Reliance Mart should also use Hording for advertisement.

• A better strategy to satisfy customer is only the way to gain customer attention and to
penetrate more in its own catchment area.Strategy must be in all area like Promotional
offer/Scheme, Product Pricing, Employee behaviour, Billing process, Product
Assortment, Product Quality, Service quality in terms of RATER etc.

42
CONSLUSIONS
 This study has tried to address the need for customer satisfaction in Reliance mart. From
the foregoing analysis and finding it is evident that customers have much more
expectation from Reliance mart

 Reliance Mart is not able to come up to the expectation level of its customer fully.

 Promotional offers are mostly confusing.

 In terms of RATER Reliance Mart service is satisfactory.

 Supply chain must be more efficient, especially in case of Food & Vegetable.

 Respondents suggested that there should be proper communication regarding promotional

offer. That must be easy to understand.

 A better strategy to satisfy customer is only the way to gain customer attention and to
penetrate more in own catchment area.

 Strategy must be in all area like Promotional offer/Scheme, Product Pricing, Employee
behaviour, Billing process, Product Assortment, Product Quality, Service quality in
terms of RATER etc.

 Customer data base present on page no. 43 to 51 can be use for telecalling, massaging to
communicate promotional offers/scheme.

 The result of promotional program is that the sale of Reliance Mart gradually increased
and on the 31st May 2010 the Total sales was 11 lac.

43
LIMITATIONS OF THE STUDY

 Every project has its limitations. This project is no longer exception. I had faced a
number of problems during the project work.

 Followings are the limitations of the study:-

 Time constraint. Because of the restricted time available for the completion of this project
I felt restricted in covering more areas for the project.

 The scorching summer in Jharkhand made it difficult to cover the areas of the survey.

 Some of the people were not well educated, so I faced problem in interviewing them.

 Some people had not time to answer the question.

 Some time respondents are biased.

 Some of the fact may be left because of lengthiness of questionnaire as people don’t want
to give answer to lengthy questionnaire.

44
GLOSSARY
ABBREVIATIONS USED

1 AN - Article Number
2 ASM - Assistant Store Manager
3 CSA - Customer Service Associate
4 CSD - Customer Service Desk
5 DCC- Daily Count Correction
6 EAN - European Article Number
7 EOD - End Of Day
8 FDI- Foreign Direct Investment
9 GRN - Goods Received Note
10 ILO - Integrated Lights Out
11 JPC- Japanese Product Code
12 MFT - Membership Finance Traveling
13 MSR - Membership Service Representative
14 PI - Physical Inventory
15 PO - Purchase Order
16 POD- Point of Display
17 POG- Plano gram
18 POS - Point Of Sales

45
19 RIL- Reliance Industries Ltd
20 RRL- Reliance Retail Ltd.
21 SAP- System Application Programming
22 SEL - Self Edge Label
23 SM - Store Manager
24 UPC- Universal Product Code

Questionnaire
Dear Sir/Madam,
I,HUSSAIN SAYLAWALA, student of ORIENTAL INSTITUTE OF MANAGEMENT,
VASHI, conducting a Research Study for my Project. It is for Educational purpose and is
completely confidential.

1. How often do you visit Reliance Mart?

a) Daily b) Weekly
c) Monthly d) Alternate day
e) Any other ……………….

2. Do you think Reliance Mart meets your expectation in terms of Performance and
Quality?
a) All of the time b) Most of the time
c) Some of the time d) Just now and then

3. What attract you more to Reliance Mart from its competitor?

a) Price b) Product Assortment
c) Product Quality d) Promotional Offer
e) Employee Behavior f) All of the above
g)If any other please specify ……………………………………………………..

4. Do you find Customer Service Desk Co-operative?

a) Yes b) No
c) If No then please specify………………………………………………………….

5. Are you satisfied with the billing process?

a) Yes b) No
c) If No then please specify……………………………………………………………

6. Are you satisfied with the ambience of store?

a) Very Satisfied b) Some what Satisfied
46
 b) Neither Satisfied nor Dissatisfied. c) Some what dissatisfied
d) Very dissatisfied.

7. Do you think, CSA assist you during purchase?

a) Very often b) Often
c) Sometimes d) Rarely
e) Never

8. How attractive are the Promotions in your views?

a) Very attractive b) Fairly attractive
c) Neutral d) Not so attractive
e) Not at all attractive.

9. Are you satisfied with the gift voucher redemption process?

a) Very satisfied b) Some what satisfied
c) Neither satisfied nor dissatisfied d) some what dissatisfied
e) Very dissatisfied

10. Do you find there is minimal price of product in Reliance Mart?

Yes No
5 4 3 2 1

11. Do you find your choice of product always available in Reliance

Mart? Please give rating as per your visit.
Available Not Available

5 4 3 2 1

12. Does it worth holding Reliance One membership card?

a) Yes b) No

If no please specify……………………………………………………………………..

13. What rate would you like to give to Reliance Mart for its service
quality in terms of RATER?

a) RELIABILITY:- Accuracy of billing, Meeting promised delivery

date.
i) Excellent ii) Very good iii) Good iv) Fair v) Poor
5………… 4………… 3……..... 2………. 1………

b) ASSURANCE (Trust):- Guarantee and Warrantees return policy.

i) Excellent ii) Very good iii) Good iv) Fair v) Poor
5………… 4………… 3……..... 2………. 1………

c) TANGIBILITY:- Appearance of store, Sales people.

i) Excellent ii) Very good iii) Good iv) Fair v) Poor

47
 5………… 4………… 3……..... 2………. 1………

d) EMPATHY: - Personalized service, Receipt of Notes, Email, Recognition by

name.
i) Excellent ii) Very good iii) Good iv) Fair v) Poor
5………… 4……… 3……..... 2………. 1………

e) RESPONSIVNESS:- Returning call and E-mails, Giving Prompt

service.
i) Excellent ii) Very good iii) Good iv) Fair v) Poor
5………… 4………… 3……..... 2………. 1………

14. Give your preference.

a. Reliance Mart b) Big Bazar c) Vishal Megha Mart d) Others
……………. ………… ………………… ……… ……………..

15. Would you like to recommend Reliance Mart to other for

Shopping?
a) Yes b) No
c) If No then please specify………………………………………………………….

Personal Detail
Name……………………………………………………………………………………………
……
Address…………………………………………………………………………………………
……
Occupation……………………………. Age…………………… Ph.No.(If any)…………

In Which income group do you fall?

a) 5,000-10,000 b) 10,000-15,000

48
 c) 15,000-20,000 d) 20,000-25,000
e) 25,000-30,000 f) 30,000-40,000
g) 40,000- Onward.

BIBLIOGRAPHY
The followings have proved to be valuable and helpful to me while preparing the report.

Marketing Management: - Philip Kotler

Research Methodology: - C.R Kothari

Retailing Management: - Levy Weitz

Internet website

www.ril.com

www.google.com

www.answer.com

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