PROJECT REPORT

For the Proposed Summer Internship Project

Topic

A comprehensive study on shopping experience of customer across all Reliance Retail

format

Submitted to

JAIPURIA INSTITUTE OF MANAGEMENT

A-32 A, Sector 62, Institutional Area, Noida- 201309 (U.P.)

Under the Supervision of

Dr Ajay Bansal

Submitted by

Himanshu Bhatt
JN170285

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 TO WHOMSOEVER IT MAY CONCERN

This is to certify that the Summer Project Study Report, Titled “A study on shopping
experience of customer across all Reliance Retail format” submitted by Mr Himanshu Bhatt
(Roll no. JN170285), as partial fulfilment of requirement of two year PGDM Full time course, is
a bonafide work carried out by the student at our Institute.

This Summer Project Study is his original work and has not been submitted to any other
University/Institute.

Prof. Ajay Bansal Prof. Rajesh Sharma

Project Supervisor Programme Director
PGDM (2017-2019)

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 DECLARATION

I, Himanshu Bhatt, hereby declare that the project entitled “A study on shopping experience of
customer across all Reliance Retail format” submitted to Jaipuria Institute of Management,
Noida, is a record of an original work done by me under the guidance of Mr. Swapnil Salvi
(Senior Manager Marketing and Sales) and Vimal Patel(Industry Mentor) , Reliance Retail Ltd
and this project is submitted in partial fulfilment of the requirements for the award of the Post
Graduate Diploma in Management. The results embodied in this report have not been
submitted to any other University or Institute for the award of any degree or diploma.

Himanshu Bhatt
JN170285
Jaipuria Institute of Management,
Noida

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 AKNOWLEDGEMENT

I am extremely grateful to Jaipuria Institute of Management, Noida for having prescribed this
internship and project work to me as a part of the academic requirement in the PGDM course.
The completion of this project work has enabled me to gain invaluable knowledge.

I would like to express my sincere gratitude towards Mr. Swapnil Salvi Senior Manager
Marketing and Sales for giving me this opportunity of internship in this organization which has
been a pure learning experience for me.

I would extend my warm thanks for the organization by providing me the opportunity to have a
glance of corporate world and be in such an environment.

I would likewise thank to my college guide Mr. Ajay Bansal who has given me consistent help
and direction all through my internship. I am fortunate to get such a guide who continuously
guided me in accomplishing my goals.

I would also like to thank Mr. Vimal Patel Industry Mentor whose invaluable support and
guidance has helped me to gain knowledge of various aspects of retail marketing and has given
me an opportunity to sharpen my skill-sets and become an efficient manager.

I would like to give my sincere thanks to Ashutosh Puri, Rishi Singh, Bilal Ahmad, D.K.Yadav
the Store head of Reliance Digital, Reliance Trends, Reliance Footprint, Reliance petrol pump
respectively for their support and guidance in understanding details of marketing measures
adopted by Reliance Retail. Their support and assistance during the tenure of the internship was
of great value & learning. Their guidance helped me a lot in making this project a success.

Lastly I would like to thanks entire staff of Reliance Trends, Reliance Digital, Reliance
Footprints, Reliance jio, Reliance petrol pump for their support and understanding of the things
in each section of the store.

Himanshu Bhatt
JN170285

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 EXECUTIVE SUMMARY

I Himanshu Bhatt feel special to take a study on Building Customer Experience over all Reliance
Retail Formats in Ghaziabad. In any association the most imperative thing is to oversee client
relationship and to maximize the profit. Both the things are resource of any association.

I was allotted five formats of Reliance Retail which included Reliance Digital in Shipra Mall and
Opulent Mall; Reliance Trends in Indrapuram Habitat center and Mahagun Mall and Reliance
Footprints in Opulent Mall; Reliance Jio in Amarpali Royal and Reliance Petrol pump.

I have to visited Trends Format for three weeks; Digital, Footprints, Jio, Petrol pump for multiple
weeks. All the interns at Reliance Retail were given set of questionnaires which they had to get
filled up by the customers. Internship job began on 23rd of April‟18 till 22nd June‟18. Our
timings were: 1 pm to 8.30 pm. We were given week off for one day which was chosen by our
mentor itself.

I got 392 questionnaire filled by the customers that include all the five formats:

Trends: 200 Questionnaires

Digital: 62Questionnaires

Jio: 57 Questionnaires

Petrol Pump: 55 Questionnaires

Footprint: 18 Questionnaires

Every Questionnaires was uploaded on the link (Survey Monkey) provided by the organization.
After uploading the data hard copies of questionnaires were sent to the Bombay Head office.

While getting the feedbacks of the customers I got to know how satisfied they are while leaving
the store. I have taken 120 as a sample size for my project report. I have used random sampling
for my survey. Care was taken that the respondents were as diversified as possible. I have
critically analyzed each and every question given in the questionnaire. This analyzed data was
later converted into bar diagram for convenience. Findings help me to know the problems which
were faced by the customers and helped me to know why customers are switching to Reliance
competitors. Catchment study was done on the behalf of answers given by customers.

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I found that customer satisfaction is not significant because the footfall of the customer is too
high that they have to wait. The other reasons were that employees were not trained to handle
huge customers, Offer and discount are not promoted outside the stores and size issues were
faced by the many customers.

After the finding and analysis, I have came with some points which should kept in mind for
providing better services in the store and this in turn will help the company to build better
customer experience in the store.

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 Table of Content

INTRODUCTION.................................................................................................................... 8

Industry Introduction.............................................................................................................. 8

Company Introduction...........................................................................................................10

REVIEW OF LITERATURE.................................................................................................17

RATIONALE AND OBJECTIVE OF THE PROJECT.........................................................19

SCOPE OF THE PROJECT..................................................................................................20

RESEARCH METHODOLOGY..........................................................................................21

ANALYSIS OF FINDINGS................................................................................................23

EXPERIENCE AND LEARNINGS.....................................................................................43

LIMITATIONS OF THE PROJECT....................................................................................43

FEEDBACK AND COMPLAINT SHARED BY CUSTOMERS......................................44

FINDINGS...........................................................................................................................44

SUGGESTIONS...................................................................................................................45

ANNEXURES......................................................................................................................46

BIBLIOGRAPHY................................................................................................................49

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 INTRODUCTION
Industry Introduction
“The Indian retail industry has come out as one of the most dynamic and fast-paced industries
due to the entry of several new players. It accounts to 10 percent of our Gross Domestic Product
(GDP) and around 8 percent of the employment. India is a fifth-largest among the world’s global
destination in the retail space.
Indian Retail Industry has immense potential as India has the second largest population with
affluent white collar class, rapid urbanization and solid growth of internet.”
Market Size
“India’s retail market is expected to increase by 60 per cent to reach US$ 1.1 trillion by 2020, on
the back of variables like rising wages and change in lifestyle of working class and increased
digital connectivity. The overall retail market is expected to grow by 12 percent per annum,
modern trade would expand twice as fast at 20 per cent per annum and traditional trade at 10 per
cent . Indian retail market is partitioned into Organised and Unorganised retail market which
contribute 93 percent and 7 percent respectively of the retail sector.
India's Business to Business (B2B) web based business market is expected to achieve US$ 700
billion by 2020. Online retail will be at its peak with the physical stores in the following five
years and has grown 23 percent to $17.8 billion out of 2017.
India's aggregate capability of Business to Consumer (B2C) is evaluated to be US$ 26 billion, of
which $3 billion can be accomplished in the following three years from 16 item classifications,
as indicated by an examination by Federation of Indian Chambers of Commerce and Industry
(FICCI) and Indian Institute of Foreign Trade (IIFT).
India is expected one of the world’s fastest growing e-commerce market, driven by robust
investment in the sector and fast increase in the number of web clients. Agencies have high
expectation about growth of Indian e-commerce market. Indian e-commerce market sales are
expected to reach US$220 billion in terms of gross merchandise value(GMV) and shopper base
of 530 million shoppers by 2025, led by faster speeds on reliable telecom networks, faster use of
online services and good variety as well as convenience.
India’s direct selling industry is expected to reach Rs 159.3 billion (US$ 2.5 billion) by 2021, if
provided with a conducive environment through reforms and regulation.
India is expected to become the world's third-largest consumer economy, reaching US$ 400
billion in consumption by 2025.

Luxury market of India is expected to grow by US$ 30 billion by the end of 2018 from US$ 23.8
billion 2017 upheld by growing exposure of International brands among Indian youth and higher
purchasing power of the higher income level in level 2 and 3 urban areas, according to
Assocham.”

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Investment Scenario
“The Indian retail trading has gotten Foreign Direct Investment (FDI) value of totaling US$ 1.14
billion in the period from April 2000– December 2017, data shared by the Department of
Industrial Policies and Promotion (DIPP).
With the rising requirement for consumer products in various segments including consumer
electronics and home appliance, numerous organizations have invested into the Indian retail
space in the previous couple of months.”

 Department of Industrial Policy and Promotion (DIPP) approved three foreign direct
investments (FDI), Mountain Trail Food, Kohler India Corporation, and Merlin
Entertainments India in the single brand retail sector and two FDI proposals of over Rs
400 crore (US$ 62.45 million) within the retail sector.
 With 2017 being a fruitful year for herbal-ayurvedic brands, new Indian organic labels in
hair care, cosmetics, nourishment and attire are belting up to carve an organic niche in the
growing herbal segment.
 Investments by private equity firms and wealth firms in Indian retail sector reached US$
800 million in 2017
 India’s retail sector attracted Rs 9.5 billion (US$ 147.40 million) investments in FY18, at
a growth rate of 35 per cent year-on-year from Rs 7 billion (US$ 104.34 million) in
FY17.

Government Initiatives
“The Government of India has taken different activities to enhance the retail business in India.
Some of them are recorded underneath:
The Government of India may change the Foreign Direct Investment (FDI) administers in food
processing, in an offer to allow e-commerce business organizations and remote retailers to sell
Made in India consumer items.
Indian Government has permitted 100 percent Foreign Direct Investment (FDI) in online retail of
goods and services through the automatic route, in this way giving clarity on the existing
businesses of e-commerce companies operating in India.”

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COMPANY INTRODUCTION
“Reliance Retail has adopted a multi-prong strategy and operates chain of neighborhood stores,
supermarkets, wholesale cash and carry stores, specialty stores and online stores and has
democratized access to a variety of products and services across diverse segments for Indian
consumers.

Serving the food and grocery category Reliance Retail operates Reliance Fresh, Reliance Smart
and Reliance Market stores. In consumer electronics category Reliance Retail operates Reliance
Digital and Reliance Digital Express Mini stores and in fashion & Lifestyle category it operates
Reliance Trends, Reliance Footprint, Reliance Jewel stores in addition to a large number of
partner brand stores across the country.
Serving the food and grocery category Reliance Retail runs Reliance Fresh, Reliance Smart and
Reliance Market stores. In electronic category Reliance Retail runs Reliance Digital and
Reliance Digital Express Mini stores and in fashion and Lifestyle category it runs Reliance
Trends, Reliance Footprint, Reliance Jewel stores alongwith large numbers of partner brand
stores across the nation.
Reliance Retail has the advantage of being the largest retailer in the country. Reliance Retail’s
commitment to “bettering the lives‟ has been worked in its interest to make a difference on
social socio-economic issues in India. This step has brought millions of farmers and small
producers to the forefront of the retail revolution by joining hand with them for growth.
Reliance Retail reported a turnover of Rs. 69,198 crore for the financial year 2017-18, which was
35,433 crore more than the previous financial year 2016-17. As on 30th June 2018, Reliance
Retail operates 8,533 stores across 5200+ cities with a retail area of over 18.6 million square
feet.”
PARTNERS BRAND
“Reliance Retail has a portfolio of more than 40 universal brands that ranges over the whole
range of premium, bridge to luxury, high– premium and high– street lifestyle. Dependence Retail
runs more than 562 stores for these worldwide brands and keeps on collaborating together with
new global brands. The strong brand portfolio fortifies Reliance Retail as partner of choice
global brands.
Utilizing on to Reliance Retail's deep market understanding, faithful concentration and operating
capabilities, numerous International brands from the portfolio have made India a major market
outside of their nations of origin and have largest store presence in India than any other nation.
This shows the trust and positive thinking which Reliance Retail and its partner brands share
with each other.”

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Some of their International brands

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Reliance retails brand are

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Reliance Fresh
Reliance Retail came into existence in 2006 with the opening of its first Reliance Fresh store.
Today it is operating 510 Reliance Fresh and Reliance Smart Stores and offers more than 200
metric tons of Fruits and 300 metric tons of Vegetables every day.
Reliance fresh is the synonymous with freshness and savings. Reliance fresh guarantee three
things Fresh Hamesha, Available Hamesha and Savings Hamesha. From cereals to spices, fresh
fruits & vegetables to dairy, processed food & beverages to home & personal care products, they
have the entire array of our grocery needs covered.
Reliance Smart
Reliance Smart offers a one-stop shopping experience by offering fresh produce, dairy products,
bakery, general merchandise, home and personal care products.
RelianceSmart. in
RelianceSmart.in helped in making shopping for food a significantly less complex, time saver
and helpful by bringing it to the customer door step. No more inconvenience, it offer everything
that we need for our daily consumption- be it cereals, packaged food items, bakery and dairy
products, fresh fruits and vegetables, frozen fruits, household cleaning items and beauty and
personal care products from a single virtual store.
Reliance Market
Reliance Retail starts operating its very first Reliance Market in 2011 and from there it has
grown rapidly with 45 stores serving 2.5 million members partner.
Reliance Retail works on the standard of 'less is more' i.e. 'purchase for less' – 'work for less' –
'offer for less' depending on higher effectiveness of benefit use and passing on higher incentive
to customers.
Reliance Digital
Reliance Retail operates the largest customer electronic store chain over 6500 Reliance Digital
and Jio stores.Reliance Digital provides more than 200 national and international brand a largest
combination of items spanning across Audio & Video products, Digital Cameras, Durables like
Air Conditioners, Refrigerators, Kitchen and Home Appliances, Microwave Ovens, Washing
Machine, Water Purifiers, Gaming Consoles & Games, Laptops, Computers, Tablets &
Peripherals, Mobile and Fixed line instruments as well as a wide range of accessories and new-
age gadgets across all major product categories. Reliance Digital offers its clients an awesome
shopping experience and help them in bringing home the most recent and best of innovation at
unbeatable price.
JIO STORES
Jio Stores takes into account the quickly developing business sector for mobility and
communication. Its Product includes Mobile phone, Tablets and accessories.
Within short period reliance jio has make it presence in 5,200 cities. This chain provides a
platform to national and international brands as it has widest distribution reach in India.

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RELIANCE TRENDS
Reliance trends is one of the leading lifestyle chain it has 471 retail outlets. Reliance Trends
offers high-quality and stylish products across Menswear , Womenswear, Lingerie, Kidswear
and fashion accessories of own brands, national and international brands.
The uniqueness of the store is the center, which conveys "fashion at great value". Reliance
Trends store is intended to offer an exceptional shopping background for the whole family
through wide aisles, coordinated displays and highly trained fashion professionals offering best
customer assistance. People can get the product at their door step by ordering it at
www.reliancetrends.com
Reliance Retail own brand portfolio includes Rio, Fig, Avaasa, Fusion, Hushh, Frendz, Pureza,
Netplay, Performax, Graviti, Point cove and many others.
Project Eve
PROJECT EVE is a unique concept in premium segment with spotlight on independent and
sophisticated women in the age group of 25-40. Project eve first store launched in Mumbai in
June 2017 followed by stores in Pune, Delhi, Bengaluru and Chennai.

Project Eve is a new concept in premium segment focuses on independent and sophisticated
women in the age group of 25-40. Project eve was launched in Mumbai in June 2017. After that
it was started in Pune, Delhi, Bengaluru and Chennai.

Started with a mission to always make new and innovate, the store offers perfect involvement
through its rich feeling, in-store salon, bistro, individual beautician, extravagant preliminary
rooms with relax territory alongside a curated accumulation in attire and magnificence. Some
global brands like Saint Tropez and Juna Rose are only accessible at Project Eve Store. Attire
accumulation in Indian and Western wear incorporates handpicked brands, claim name – Project
Eve and a select originator gathering by Rahul Mishra. Enter marks in Indian and western wear
incorporate AND, Kraus, Levis, Vero Moda, Only and W. The store additionally houses
'Swadesh', the selective brand with customary carefully assembled stock.

Reliance Footprint

Reliance Footprint is a main strength family footwear retail tie that takes into account the
footwear needs of the whole family. Dependence Footprint offers largest scope of global,
household and Reliance claimed marks over men's footwear, ladies' footwear, children's
footwear, purses, knapsacks, gear, socks, belts, wallets and shoe mind items.

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At Reliance Footprint, we have confidence in the idea of our things and organization which is the
base clarification behind our flourishing. Be it indoor, outside, formals, casuals, sports, parties,
gathering, ethnic or infrequent, we offer the best-in-slant footwear and accessories for all age
gathering.

Reliance Jewels

Reliance Jewels is India's driving fine gems retail chain. With its first store opening in 2007,
Reliance Jewels today stretches out its scope to 75 stores crosswise over India. At Reliance
Jewels, clients are guaranteed of the largest range, stunning design, ensured virtue and quality
and a wonderful shopping experience. The product collection has a broad range beginning from
traditional gold gems including Kundan, Polki, Filigree and Temple that exhibits the incredible
outline and craftsmanship of different parts of India up to contemporary precious stone gems and
solitaires.

Prestigious for its high quality, competitive pricing and superior customer service experience,
Reliance Jewels have touched a large number of lives in different ways and earned trust and
faithfulness among clients. Offering BIS Hallmarked Gold, Internationally Certified Diamonds
and Free Jewelry protection, the brand additionally guarantees finish genuine feelings of serenity
to its clients.

AJIO.com

AJIO is the computerized form expansion of Reliance that disclosed in April 2016 at Lakme
Fashion Week in Mumbai. AJIO, a fashion and lifestyle brand is Reliance Retail's first pan
Indian ecommerce business venture and is the ultimate fashion destination for styles that are
handpicked, on trend and at prices that are the best you’ll find anywhere.

Celebrating fearlessness and uniqueness, AJIO.com is continually looking to bring a crisp,fresh,

current and accessble point of view to personal style.

AJIO deals in categories of womenswear, menswear, kidswear and technology. With mold
innovation specifically, AJIO forayed into a class that consolidated the accommodation of
technology with the style of contemporary form by including a precisely handpicked
determination of premium contraptions and tech accessories.

With the strong web frame built by JIO and a robust retail business worked by Reliance Retail,
we're making a separated ecommerce model for India through AJIO. This model will involve

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consistent joining of on the web and offline models while developing crosswise over unrivaled
client encounter, conveyance administrations and installment biological community.

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 REVIEW OF LITERATURE

(McColl-Kennedy & Schneider, 2006).Concluded that –“Customer satisfaction starts with clear,
operational definitions from both the client and the association. Understanding the inspirations,
desires, and wants of the both gives a foundation in how to best serve the customers. It might
even give data on making upgrades in the idea of business. This is the heart of examination into
consumer satisfaction (Naylor and Greco, 2002). The significance of plainly characterizing the
key ideas and components of fulfilment give a format by which data can be assembled about
what is, and what isn't, working. This incorporates both the hard measures– those that are more
substantial and noticeable (i.e., number of grievances, average weight time, item returns, and so
on) and the soft measures – those less substantial angles (i.e., friendliness, helpfulness,
politeness, and so on) (Hayes, 1998). These definitions frequently begin with the most
ambiguous and general, and turn out to be more to the exceptionally indicated and exact cases.
Most importantly with a specific end goal to think about consumer loyalty, one has to
comprehend what to search for (Mitchell, 1999). The association needs to look for this data from
both inside and without. The hierarchical necessities of consumer loyalty are the inside based
procedures, segments, norms, and criteria that a business endeavors to accomplish. These are the
execution objectives and benchmarks put forward by the business, for the business. These are the
components of corporate culture (Hayes, 1998). Meeting or surpassing these is regularly a
marker of accomplishment or disappointment. Now and again, these indigenous parts of
consumer loyalty may cover with those put forward by the client; at others they might be
different. Those procedures, parts, and norms that are esteemed vital by the client are another
essential wellspring of data. All together for a business to address the issues and wants of the
client, the business must know needs and wants of the client. This data is fundamental for
effective business, as well as for understanding and enhancing consumer loyalty. This imperative
segment sets the gauges and parts of fulfilment from the point of view of the purchaser (Hayes,
1998). Fulfilment measurements are produced from the beforehand distinguished prerequisites.
These are the particular segments that make up the prerequisites. For instance, if a client and
authoritative prerequisite is for client benefit, the fulfilment measurements may incorporate
collaborations, auspiciousness, and responsiveness. These are the bunches that characterize the
prerequisites (Hayes, 1998). Gronroos (2002) has characterized benefit is an action or a
progression of exercises of a pretty much elusive nature that typically yet not really, happens in
the communication b/w the client and administration workers and physical assets or products and
arrangement of the specialist organization , which are given as answers for client issues forms.
Needs, needs, necessities and desires are something that everybody has. Moreover it is
fundamental for administrations and items to satisfy the reason for which they have been
obtained and for life to have needs.”

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Customer Satisfaction

Satisfaction is a person’s feelings of pleasure or disappointment resulting from comparing a

product’s perceived performance in relations to his or her expectation. Customer satisfaction is
defined as a result of a cognitive and affective evaluation, where some comparison standard is
compared to the actually perceived performance. On the off chance that the apparent execution is
not as much as expected, customer will be disappointed. Then again, if the execution surpasses
desires, customer will be fulfilled (Kong 2006).

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 RATIONALE & OBJECTIVES OF THE PROJECT

 To find out customer satisfaction about the products and services available at the
Reliance stores
 Identify the customer perception towards Reliance Retail outlets
 To find out the level of awareness about Reliance Retail outlets
 To analyse how customer touch points affect the sales of the store
 To find out effective measure to ensure customer loyalty

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 SCOPE OF THE PROJECT
“The study is completely focused upon the objectives. The outcome got from the objective
will be useful to the company in knowing the different opinion of the customers about the
organization items and administrations. The investigation will likewise be useful for the
organization to take steps related to service offered. Moreover, this will be valuable in
discovering the legitimate strides to trigger the deals. In addition, this will be useful in
finding out the valid steps to trigger the sales. Lastly, the study will also be a corner stone for
improving ideas to bring up positive results in customer satisfaction. The study was
undertaken at the Reliance outlets located at Ghaziabad by surveying the visiting customers
eliciting their opinions on various parameters affecting their satisfaction level.”

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 RESEARCH METHODOLOGY
Research Design
A research design is the configuration of method and procedure for getting the information
needed. Since the present study is based on exploratory research design. The sample taken
comprised of the respondent from the Ghaziabad location. With the help of questionnaire
valuable information is collected from different set of customers.
Nature of Research
In this report I have done quantitative type of research.
Type of Questions
The questions asked to the customers are straight forward and limited probing.
Type of Questionnaire
The questionnaire in this project is straight forward and formalized
Type of Analysis
The analysis done in this particular project report is statistical.
Sources of Data
 Primary Data:

The primary data are that information which are gathered fresh and for the first time and in
this way happen to the original in character. The primary data was collected through
interview of the customer who visits the stores. Primary data sources include questionnaire
and data of their respective response.
 Secondary Data:
The secondary data is information collected by some other person and the data have passed
through the statistical process. Secondary data was collected from company website.

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Primary Data Collection

Research Technique:
I adopted survey method as a research technique for this particular project report.

Contact Method:
I interviewed the respondents who visited the Reliance stores.

Sampling plan:

 Population:
The population covered is the existing customers of Reliance Retail.

 Sample Size:

The sample size taken by me for this report is 100 respondents.

 Sample Element:

The respondents interviewed are all from different domain.

 Sample extent:

I conducted this survey only for the customers of Reliance Retail.

 Sample duration
The survey was undertaken from 29th April, 2018 to 20th June, 2018 i.e. for two months.

 Research Instrument:

Questionnaires having close ended questions were used as a research instrument in this
particular project report.
Limitation
 This project involves interaction in real-time market conditions with various
individuals where the Probability of skewed or one-sided judgment leaks in.
 The customer might be hesitant to give the right and exact data.
 Due to the distorted information provided by the customer it can be quite time
consuming to arrive at the outcomes and it may be to a great extent strayed from the
real outcome due to non-accessibility of right/honest to goodness information.
 The probability of catchment data being fragmented or mistaken

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 ANALYSIS OF FINDING

 Out of the 120 samples collected, 77.5 % (93) were male whereas 22.5 % (27) were
female.

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 48.33% of the sample size fall under the age group of 16-25 years, i.e. young
adults
 32.50% of the sample size fall under the age group of 26-35 years, i.e. adults
 17.50% of the sample size fall under the age group of 36-45 years, i.e. middle age
adults
 1.67% of the sample size fall under the age group of 45-60 years, i.e. mostly old
age

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 Out of the 120 sample collected 79.17% of the people i.e. 95 they have visited the store
earlier
 Out of the 120 sample collected 20.83% of the people i.e. 25 are those who visited the
store for the very first time.

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 3.19% of the people shop once in every 2-3 days
 11.70% of the people shop once a week
 29.79% of the people shop once in 1-2 week
 36.17% of the people shop once in a month
 6.38% of the people shop once in 1-2 months
 9.57% of the people shop once in 3 months
 2.13% of the people shop once in 6 months
 1.06% of the people shop once in a year

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 80% people who came to shop are accompanied by the others
 20% people who came to shop came alone

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 33.62% people are accompanied by Spouse while they have visited the store
 33.62% people are accompanied by Friends while they have visited the store
 21.55% people are accompanied by Kids while they have visited the store
 7.76% people are accompanied by Relatives while they have visited the store
 3.45% people are accompanied by Parents while they have visited the store

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 70.58% of the sample size came to shop from Reliance Trends specifically
 29.41% of the sample size randomly choose Reliance Trends as a shopping store

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 81.51% of people are able to find everything which they want to buy
 16.81% of people are able to find some of things which they want to buy
 1.68% of people are not able to find perfect match for themselves

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 80.67% of people have visited other formats of Reliance Retail
 19.33% of people have not visited any other formats of Reliance Retail

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 20.65% of people have visited Reliance Jio earlier
 19.17% of people have visited Reliance Trends earlier
 14.75% of people have visited Reliance petrol pump earlier
 14.45% of people have visited Reliance Digital earlier
 12.39% of people have visited Reliance Footprint earlier
 8.85% of people have visited Reliance Fresh earlier
 4.42% of people have visited Reliance Smart earlier
 2.65% of people have visited Reliance Market earlier
 2.65% of people have visited Reliance Jewel earlier

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 26.05% of people came from1-2 Km to shop at Reliance Trends
 20.17% of people came from 2.1-3 Km to shop at Reliance Trends
 19.33% of people came from 3.1-5 Km to shop at Reliance Trends
 15.97% of people came from within a Km to shop at Reliance Trends
 10.08% of people came from 5-10 Km to shop at Reliance Trends
 8.40% of people came from more than 10 km to shop at Reliance Trends

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 56.20% of Customers in Trends came from Car to shop
 26.45% of Customers in Trends came from 2 wheeler
 9.09% of Customers in Trends came from Cab/ Auto Rickshaw
 6.61% of Customers in Trends came by walking

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 31.93% of people came from the location from where store is at 5-10 minutes away
 29.41% of people came from the location from where store is at 11-15 minutes away
 17.65% of people came from the location from where store is less than 5 minutes away
 11.76% of people came from the location from where store is at 16-30 minutes away
 5.04% of people came from the location from where store is at 31-60 minutes away
 2.52% of people came from the location from where store is at 61-90 minutes away
 1.68% of people came from the location from where store is more than 90 minutes far

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 87.39% of the people were like to shop again from the store
 12.61% of the people were not sure that they will shop from the store in future

36
 72.26% of the people will like to recommend the store to their known ones
 15.13% of the people were not sure about recommending the store to their known ones
 12.61% of the people denied to recommend the store to their known ones

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 57.98% of the customer were Somewhat Satisfied with the store
 36.13% of the customer were Very satisfied with the store
 5.04% of the customer were neither satisfied nor dissatisfied with the store
 0.84% of the customer were very dissatisfied with the store

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BRAND LEVEL SATISFACTION

Reliance stores are meant

0.00
7.56 69.75 20.17
for people like me

I have faith that I will get

the best service at a 0.009.24 69.75 20.17
Reliance store

Reliance store sells the

latest and trendiest 0.0015.97 61.34 20.17
products COMPLETELY
DISAGREE

I trust the Reliance brand SOMEWHAT

0.0015.13 59.66 24.37 DISAGREE
name
NEITHER AGREE
NOR DISAGREE
I get the best prices on
products at a Reliance 0.0014.29 62.18 22.69 SOMEWHAT
AGREE
Store
COMPLETELY
I get the best quality and AGREE
genuine products at a 0.84 22.69 55.46 20.17
Reliance Store

I shop at this store because

21.01 11.76 47.90 16.81
it is a reliance store

0 20 40 60 80 100 120

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 78.15% of people who came to buy product have purchase product online in last three
months
 21.84% of people who came to buy product have not purchase any product online in last
three months

40
 Maximum customer i.e. 65.55%who came to shop doesn’t aware of the Reliance e-
commerce website Ajio.com
 34.45% of people who came to shop are aware of Ajio.com

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 Out of the total of 41respondent who are aware of Ajio.com 85.7% i.e. 35 have never
shopped from Ajio.com
 Out of the total of 41 respondent who are aware of Ajio.com only 14.63% i.e. 6 have
shopped from Ajio.com

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 MY EXPERIENCES AND LEARNING FROM THIS SURVEY

 In these 8 weeks, I communicated with almost 800 customers and around 50% of them
responded me, i.e. 392. Along with communication skills I have also noticed that my
confidence level of talking to any stranger, and I also came to know about customer
perception towards the Store.
 Their lives too many personalities around us. Some will give accurate answer and some
will just beat around the bushes.
 The survey helped me to learn what went wrong that the person didn’t buy the product
and what staff can do to get the customer back.
 Survey proved to be an effective tool to know what customers are coming to Reliance
Retail. Their age, gender, occupation, locality and many other important aspects.
 After the collection of all the data, the store manager make sure that the required
feedback was implemented. For example, majority customers complained regarding size
issue and uncooperative behavior of the store staff, the store manager should take the
initiative by taking sessions with the staff.

LIMITATION OF THE SURVEY

 Many customers were reluctant to give correct information.

 This survey may include communication gaps as failure in understanding the intended
question and answer.
 Due to non-availability of genuine information the conclusion might get deviated from
the actual result.
 Also due to close-ended questions the response might not be genuine.

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 FEEDBACKS AND COMPLAINTS SHARED BY CUSTOMERS

 Staff member were not at all helpful

 Customer had to wait for very long for billing
 One customer left his shopping just because he has to stand in long queue
 Many of the product are available of only one size customer find it difficult to shop
 Manager should always be on floor to monitor
 Staff spend more than usual time on break
 Carry bag should be free of cost
 2 people should be there to handle one counter
 Moving space should be increase inside the store
 Sometime in Peaks hours all the counters are not functioning

FINDINGS

 Size were not available

 Offer and discount are less as compare to other store like Max and Pantaloon
 Carry bag were not given for free
 Billing issues – it was time taking
 Less advertising done by Reliance Retail

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 SUGGESTIONS

 For Billing Issue –In Reliance Trends long queue are formed for billing, this will occupy
the space for the movers. Therefore the store could introduce few more counters for the
ease of customers.

 For Offers and Discounts – In Trends, customer were not satisfied with the offers and
discount provided by the store. Some of the customer switches to Max and Pantaloons.
So, the company can revise it offer and discount making it comparative better than Max
and Pantaloons.

 For Unavailability of the Products- Sizes were not available in Reliance Trends.
Appropriate framework should be made at the back end office in regards to the
accessibility of the items. Warehouse should be checked and maintain on everyday basis
and record should be kept of the sizes of clothes. Items that are unavailable and are in
demand by customers will be recorded by the representative of the department in order to
satisfy the demand of the customer.

 For issue of Carry Bags- If it is not possible for Reliance to give out carry bags for free,
the least it can do is make announcements promoting harmful use of paper bags and ask
customers to bring their own carry bags. In this way Reliance will promote itself being
environmental friendly. Reliance can also get jute/cloth bags stitched with its logo printed
on it and charge for it instead of paper bags as done by Big Bazaar. The advantage of
using these bags will be that customer can reuse it and bring it again for their next
shopping.

 For Advertising- Billboarding should be done in the crowded area like B block market,
Kala pathar road, near Jaipuria Mall, near Shipra Mall.

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 ANNEXURE
 Name
 Contact Details
 Gender

1. For the purpose of classification please tell me which age group you fall under?

 16 – 25 years

 26 – 35 years

 36 – 45 years

 46 - 60 years

2. For the classification purpose we want to know your working status,

can you please tell me what your current occupation is?

 Skilled/ Unskilled worker, Farm worker, Urban household

domestic worker, Sanitation Worker (Safai Karmchari),
Industrial worker
 Small Shop Owner, Small trader, Hawker
 Businessman / Industrialist / Big trader / Contractor
 Self Employed Professional: Doctor / Lawyer/Advocate /
Chartered Accountant /Architect / Management Consultant
(with independent practice), Artist, Author
 Junior Executive (Private Sector/Govt. Employee), Clerical
staff, School teacher(Primary/Secondary), Armed Forces (Non-
officer cadre)
 Middle/Senior Executive Officer Govt. employee/Armed
forces (Officer cadre), Corporate executive
(Senior/Middlelevel), School Principal, College Lecturer,
University Professor, Doctor/Nurse/Compounder employed
with hospital/clinic
 Supervisory Level Executive: Industrial / Construction /
Service sector supervisor /Team leader level supervisor (Non-
managerial white collar worker)
 Housewife/Homemaker (Not formally employed)
 Student
 Unemployed
 Retired

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3. Is today’s visit your first visit to this store?
 First visit
 I (we) have shopped before at this store

4. How frequently do you shop from / visit the store?

 Daily
 Every 2-3 days
 Once a week
 Once in 1-2 weeks
 Once a month
 Once every 1-2 month
 Once every 3 months
 Once every 6 months
 Once a year

5. Have you came alone or in a group?

 Alone
 In a Group (spouse/kids/parents/friends/colleagues)

6. Were you able to buy all what you had come to buy at this store?
 Yes I bought everything which I wanted
 Yes I bought some of the things which I wanted to buy
 No I didn’t buy anything to buy

7. How far is this store from your house?

 Within 1 km
 1 km – 2 kms
 2.1 kms – 3 kms
 3.1 kms – 5 kms
 5.1kms – 10 kms
 More than 10 kms

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8. How much time you take to reach this store from your house?
 16-30 minutes
 31-60 minutes
 5-10 minutes
 Less than 5 minutes

9. Basis your overall shopping experience will you shop again at this store?
 Maybe
 Yes

10. Basis your overall shopping experience in this store would you recommend this store to your
family?
 Maybe
 Yes

11. Which of the statement/smiley best describes how satisfied or dissatisfied you are with your
overall shopping experience today at this store?
 Very dissatisfied
 Somewhat dissatisfied
 Neither satisfied nor dissatisfied
 Somewhat satisfied
 Very satisfied

12. Have you purchased any product from online ecommerce websites or mobile apps in the last
3 months?
 Yes
 No

13. Have you heard of ecommerce site ajio.com?

 Yes
 No

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 BIBLIOGRAPHY

 https://en.wikipedia.org/wiki/Reliance_Retail
 https://relianceretail.com/index.html
 https://www.reliancetrends.com/
 https://www.ajio.com/shop/men
 https://www.ibef.org/industry/retail-india.aspx
 Marketing Management Book – Philip Kotler

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