“A STUDY ON CUSTOMER SATISFACTION TOWARDS
RELINACE DIGITAL IN BHOPAL CITY”
A
Report
on
Project Based Learning-I
Submitted to
SAGE University, Bhopal
for the partial fulfilment of
Master of Business Administration
Semester - 2 (2021-22)
Submitted By Guided By
1. Mitul Singh Negi Prof. Aditya Vyas
21MBA5MBA10118 Assistant professor
School of Management
---------------------------------------------------------------------------------
School of Management, SAGE University, Bhopal
Sahara Bypass Road, Katara Hills, Extension, Bhopal, Madhya Pradesh 462022
Declaration
I Mitul Singh Negi student of School of Management, SAGE University, Bhopal (M.P.) do
hereby declare that Project Based Learning –I entitled “A STUDY ON CUSTOMER
SATISFACTION TOWARDS RELINACE DIGITAL IN BHOPAL CITY” is an original
work and has not been submitted anywhere in the quest of any degree.
Date: ………………… 1. -----------------------------
Place: ………………... Mitul Singh Negi
21MBA5MBA10118
Certificate
This is to certify that Mitul Singh Negi (21MBA5MBA10118) is the students of MBA Semester
– I. They have prepared Project Based Learning – I under my guidance entitled “A STUDY ON
CUSTOMER SATISFACTION TOWARDS RELINACE DIGITAL IN BHOPAL CITY”.
Date: …………………... -------------------------------
Place: …………………. Mr. Aditya Vyas
Assistant professor,
School of Management,
SAGE University, Bhopal.
.
Acknowledgements
We would like to express my special thanks of gratitude to my teacher Mr. Aditya Vyas
who gave me the golden opportunity to do this project on the topic “A STUDY ON CUSTOMER
SATISFACTION TOWARDS RELINACE DIGITAL IN BHOPAL CITY”. It helped me in
doing a lot of Research and I came to know about a lot of things
related to this topic.
Date: ………………… 1. -------------------------------
Place: ………………... Mitul Singh Negi
21MBA5MBA10118
Table of Contents
S. No. Contents Page No.
1. Introduction 1-5
2. Literature review 6
3. Research methodology 7-8
4. Data analysis 8-18
5. Result and Discussion 19
6. Conclusion 19
7. Limitations 20
References 20
1. INTRODUCTION
1.1. Company profile
Reliance Industries Limited is an Indian multinational conglomerate company, headquartered in
the city of Mumbai, India. It has diverse businesses including energy, petrochemicals, natural
gas, retail, telecommunications, mass media, and textiles. Reliance is one of the most profitable
companies in India, the largest publicly traded company in India by market capitalization, and
the largest company in India as measured by revenue. It is also the tenth largest employer in
India with over 236,000 employees. RIL has a market capitalization of US$243 billion as of
October 2021.
The company is ranked 155th on the Fortune Global 500 list of the world's biggest corporations
as of 2021. Reliance continues to be India's largest exporter, accounting for 8% of India's total
merchandise exports and access to markets in over 100 countries. Reliance is responsible for
almost 5% of the government of India's total revenues from customs and excise duty. It is also
the highest income tax payer in the private sector in India. The company has negative free cash
flows.
1.2. HISTORY
The company was co-founded by Dhirubhai Ambani and Champaklal Damani in 1960's as
Reliance Commercial Corporation. In 2006, Reliance entered the organized retail market in India
with the launch of its retail store format under the brand name of 'Reliance retail'. By the end of
2008, Reliance retail had close to 600 stores across 57 cities in India.
1.3. ABOUT RELINANCE DIGITAL
Reliance Digital: Founded in 2007, Reliance Digital has 150 international and national brands
under its hat and over 4000 products. You will find around 1200 stores spread across 270 cities in
India.
Reliance Digital stock over 4000 different products from 150 national and international brands,
such as LG, Sony and Nokia. Their product ranges include mobile phones, computers, TVs,
cameras and home appliances. They also stock games consoles and games.
The online shopping website stocks the full product range and users can also access the various
services on offer from Reliance Digital. One of these services is the extended-warranty Reliance
resQ care plan, offering technical support and repairs on products bought from Reliance. Online
customers can also find special offers and discounts on the website.
Reliance Digital is a consumer durables and information technology concept from Reliance Retail.
It is a subsidiary of Reliance Retail, which is a wholly owned subsidiary of Reliance Industries.
Reliance also has launched other stores in the name of Digital Xpress, Digital Xpress Mini,
Reliance ResQ, iStore, Reconnect.
The first Reliance Digital Store was opened on 24 April 2007 in Delhi.
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1.4. RELIANCE REATILS SHOPES IN BHOPAL
In Bhopal city there are more than 20 outlets which covers the most of the locations of city and
all are providing digital Retail facilities.
All the various outlets of Reliance digital are present particularly at location where there is
maximum population. This shows the strategy of reliance digital in positioning of its outlet.
We can conclude from this that the strategic positioning of the outlets of reliance digital
concentrates mostly on attracting customers of all profiles.
Reliance Digital Stores in Bhopal Area
Digital Xpress Mini- Number Market Store
Reliance Digital-Ashima Mall Store
Reliance Digital-Db Mall, Sanjay Nagar Store
Digital Xpress-Drishti Plaza Store
Digital Xpress Mini-Hamidia Road Store
Digital Xpress Mini-Hoshangabad Road Store
Digital Xpress Mini-Indirapuri Store
Digital Xpress Mini-Koh-E-Fiza Store
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Digital Xpress Mini-Kolar Road Store
Digital Xpress Mini-Krishna Vihar Store
Digital Xpress Mini-MP Nagar Store
Digital Xpress Mini-New Market, Tt Nagar Store
Digital Xpress Mini-Nirupam Shopping Mall Store
Digital Xpress Mini-Peer Gate Store
Digital Xpress Mini-Raisen Road Store
1.5. VISION, MISSION AND COMMITMENT
Vision:
We are totally dedicated to building a reputation as the most professional and highly valued
circuit board supplier to our customer base as an industry partner.
Mission Statement:
We will continue to invest in our people, the most up-to-date processes and enhance our
production capabilities to add real value for our customers.
We will never compromise environmental protection and we strive to provide a genuine one-
stop service for our customers with a focus on continual cost reduction and improvement.
Commitment:
Our commitment is to offer a premium quality service at a genuinely competitive price without
ever compromising quality and assembly performance.
Quality will always be our primary focus, and our service levels will clearly indicate just how
we value your business.
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1.6. COMPETITORS
Reliance Industries Limited has been focusing on the retail business for years now but in the last
two to three years it has increased its focus on this segment. It has acquired a lot of retail
companies and start-ups in the last two to three years and thus making its intentions clear of
establishing itself as “The Retail Leader” just like it had done with Jio a few years ago.
The retail arm of Reliance has been working on conquering both the online and offline mode of
retail by acquiring the Future Group and launching Jio mart and jio digital.
Its primary competitors at Bhopal are lotus electronics, manglam electronics, corma, flipkart,
amazon etc. However, all its competitors are working along the same lines of increasing their
presence both online and offline either through acquisitions or through building things from
scratch.
1.7. MARKETING STARTEGIES OF RELIANCE REATIL
Reliance digital has recently started working aggressively to increase its presence in India. The
company has launched reliance digital mart that offers home delivery of products and services to
its customers.
Reliance digital does not charge any delivery fee as of now whereas its competitors like lotus,
manglam, Amazon and Flipkart charge a mandatory delivery fee irrespective of the size of the
order. This distinguishes reliance digital from its customers.
So this is how Reliance Industries’ marketing strategy is placed so that it can be one step ahead of
its competitors. Let’s now go through the marketing campaigns undertaken by them in the next
section.
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2. LITERATURE REVIEW
The review of literature available provides framework for analytical procedure to be followed and
feasible solutions can be produced.
Existing Research Work:
William & Prabakar (2012) concluded that “The customer perception of retail service quality is
an important segment to the emerging and the existing retailers in the market as the study
reveals that perception of service quality influenced by the various nature with various
customers even some of the general factors like Personal interaction, physical aspects are the
dimensions on of the customer perception remains constant and common to all the customer
on a majority basis so the retail outlets have to frame their own strategies In order to attract
the customers on a longer basis” the sample is used 400. research methodology is the
descriptive method.
Krishnan Ramasamy (2013) the research also tried to identify the impact of various factors on
customer satisfaction in selected consumer durable white goods. They found some
independent variables were overall quality; usage experience, pre sales, after sales service,
sales person’s behaviour, repair, reliability, customer service and product compatibility. These
variables were found statistically significant and had positive impact on customer satisfaction
and worthiness, responsiveness, warranty, loyalty programs; competitive prices were the
factors that had negative impact on customer satisfaction.
(Dholakia, 2014) This paper inspects the influence of consumer’s characteristics on the
perception of shopping benefits which are associated with electronic and physical shopping.
The empirical study finds the two shopping formats to be clearly different from each other in
terms of perceived shopping benefits as found from a mail survey of upscale American
households. The data supports the influence of individual characteristics (such as age,
household income and family composition) as well as past behaviours on the shopping benefits
associated with the two modes of shopping.
Prof. Arati. Biradar (2018) Analyse of Customer Perception has become a very important
component in giving outstanding customer service. By increasing popularity of customer
relationship management can companies are now placing more importance on customer
perception and their relationship with customers. Many of the manufactures are adjusting
flexible strategies to attract customers from various classes. Structure of the research
methodology: Research design – Descriptive and sample size is 100.Major Findings from the
survey is that it was found that maximum customers are visit occasionally. 2 Most of the
respondents purchase products from Reliance Digital, because of product Variety, better quality
and various brands available at store. 3. According to the respondents the best part of Reliance
Digital is availability of products.
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3. RESEARCH METHODOLOGY
3.1 Meaning of Research
Research is common parlance refers to a search for knowledge. Once can also define research
as a scientific and systematic search for pertinent information on a specific topic. In fact,
research is an art of scientific investigation. A careful investigation or inquiry specially
through search for new facts in any branch of knowledge.
(i) To gain familiarity with a phenomenon or to achieve new insights into it.
(ii) To portray accurately the characteristics of a particular individual, situation or a
group.
(iii) To determine the frequency with which something occurs or with which it is associated
with something else.
3.2 Aim of Study
To study about the whole marketing area of reliance digital moreover to take feedback of the
customers through which reliance digital retail strength and weakness will be find out.
Customer satisfaction will help me understand the changing mind set of the people. In Bhopal
there are many digital stores. A competitive study lets me know the ways and means to
increase the business and capture the untapped market by reliance which I can also implement
in my future business.
3.3 Objectives of Study
• Primary Objective
1. To study customer satisfaction towards reliance digital.
• Secondary Objective
1. To identify the factors considered by customers at the time of selecting the digital retail
stores over electronics shop.
2. To find out which factors are more preferred by the customers while selecting the reliance
outlets.
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3.4Research Design
• The research design is the specification of the method and procedure for acquiring
(getting) the information needed to solve the problem.
• The research design followed for this research study is descriptive research design, where
we find a solution to an existing problem. The descriptive research is used to depict the present
state of affairs of the business condition.
3.4.1 Sampling Area: Data will be collected from the people of Bhopal.
3.4.2 Sample Size: we circulate the questionnaire out which we get 50 responds.
3.4.3 Sample Age: Inclusion criteria- Youth (18-30).
3.4.4 Sampling Method
• Convenience Sampling: Convenience sampling method has been used because the
selection of units from the population has been done based easy availability or accessibility.
The disadvantage of convenience sampling is that the units that are easiest to obtain may not
be representative of the population.
3.4.5 Method of Data Collection: The data needed for the research study were collected
by gathering information from the reliance outlet. This was done by visiting the reliance stores.
Then a questionnaire was prepared was to gather data from the sample population.
3.4.6 DATA ANALYSIS PROCEDURE: Quantitative data will be used.
4. DATA ANALYSIS
4.1 Graphical in Excel: Percentage analysis is one of the descriptive statistical measures
used to describe the characteristics of the sample or population in totality. Percentage
analysis involves computing measures of variables selected of the study and its finding
will give easy interpretation for the reader.
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4.1.1 Have you ever visited reliance digital?
Table 4.1.1
Yes
No
May be
No. of respondents
4%
10%
Strongly Agree
Agree
16%
50% Neutral
Disagree
Strongly disagree
20%
Graph 4.1.1
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4.1.2 Are you Satisfied with the staff behaviour on outlet?
Table 4.1.2
Options No. of Respondents
Yes
No
May be
No. of Respondents
6%
4%
10%
Strongly Agree
40%
Agree
Neutral
Disagree
Strongly Disagree
40%
Graph 4.1.2
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4.1.3 Reliance digital store offers coupons and discount?
Table 4.1.3
Options No. of Respondents
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
No. of Respondents
6%
4%
10% 30%
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
50%
Graph 4.1.3
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4.1.4 Quality of products is good?
Table 4.1.4
Options No. of Respondents
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
No. of Respondents
6%
4%
Strongly Agree
20% 40%
Agree
Neutral
Disagree
Strongly Disagree
30%
Graph 4.1.4
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4.1.5 Are you satisfied with the delivery service?
Table 4.1.5
Options No. of Respondents
Yes
No
May be
No. of Respondents
6%
4%
Strongly Agree
20% Agree
50% Neutral
Disagree
Strongly Disagree
20%
Graph 4.1.5
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4.1.6 Location of stores are approachable?
Table 4.1.6
Options No. of Respondents
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
No. of Respondents
6%
4%
20%
Strongly Agree
Agree
Neutral
Disagree
40%
Strongly Disagree
30%
Graph 4.1.6
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4.1.7 Varieties in product range are available?
Table 4.1.7
Options No. of Respondents
Yes
No
May be
No. of Respondents
6%
4%
10%
Strongly Agree
Agree
50% Neutral
Disagree
Strongly Disagree
30%
Graph 4.1.7
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4.1.8 Are you satisfied with the pricing and discount on the products?
Table 4.1.8
Options No. of Respondents
Yes
No
May be
No. of Respondents
6%
4%
Strongly Agree
20% 40%
Agree
Neutral
Disagree
Strongly Disagree
30%
Graph 4.1.8
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4.1.9 Did outlet have what you were looking for in stock?
Table 4.1.9
Options No. of Respondents
Yes
No
May be
No. of Respondents
10%
6%
Strongly Agree
40%
Agree
14%
Neutral
Disagree
Strongly Disagree
30%
Graph 4.1.9
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4.1.10 How satisfied were you with the service overall?
Table 4.1.10
Options No. of Respondents
Excellent
Good
Fair
Poor
No. of Respondents
2%
9%
34% Strongly Agree
Agree
22%
Neutral
Disagree
Strongly Disagree
33%
Graph 4.1.10
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5. RESULT AND DISCUSSION
Major Finding
• 70% people nearly visit retail shops over kirana shops.
• 80% people are satisfied with staff behaviour at store.
• Nearly 80 % people in the store were found good discounts and coupons.
• It is found that 10% of respondents have not satisfied with delivery of materials.
• More than 80% of people are found satisfied with the variety in product range.
• 70% people found the stock which they want to buy.
Discussion
Based on the theory about customer satisfaction, service quality and customer
satisfaction studies it is clear that with basic service it is not enough to compete
with the competitors. Customers would like to have personal contact with sales
person and many times in the Store a customer and a seller are get to know
even better and know, for example, each other’s names and some other personal
details.
In the future, a further study at Reliance Store could be carried so that all the Stores
around Bhopal would take part of the study. Also the questionnaire could
include questions about store catalogue, average amount of money a customer is
willing to pay on and more specific information on what kind of products customers
would like to see in the stores
6. CONCLUSION
Customer satisfaction is the basis for any company to operate and make profit.
Service quality creates customer satisfaction, and the customers define quality.
The customer satisfaction surveys have to take place on continuous basis, and the
results have to be put into practice in the company’s strategies and operations.
This survey was the first customer satisfaction study made in The Reliance digital Store
in Bhopal Area. The aim of this study was to find out how the customers in the Bhopal
Area see the company and what suggestions are for the improvement.
Over all the results of the customer satisfaction were very positive and from this
study it is good to continue regularly.
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7. LIMITATIONS
• Less no of respondents for survey.
• Lack of time.
• Limited to the area of survey.
• Lack of support by the stores as they have their own work to do.
• Lack of knowledge about retail marketing.
8. REFERENCES
1) Ramaswamy & Namakumari, Marketing Management Planning, Implementation
and Control, MacMillan India Ltd, New Delhi.
2) Berman, Barry, Evans, Joel R.2004.Retail management: a strategic approach.
Upper Saddle River: Prentice Hall, 2004.
3) www.wikipeda.com
4) https://relianceretail.com
5) www.ril.com
6) https://www.sdmimd.ac.in/incon_cd_2020/papers/MR114.pdf
7) https://www.reliancedigital.in/
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