Project report

On

A study of customer satisfaction at Reliance Fresh in

Rohtak City

Submitted to:-

MAHARSHI DAYANAND UNIVERSITY , ROHTAK, in partial

fulfillment of the requirements for the award of degree of

MASTER OF BUSINESS ADMINISTRATION

(Business Honors)

Session (2022-2022)

Supervised By: Submitted By:-

Dr. Naresh Kumar Muskan Katyal

(Assistant professor) MBA Hons (2.4)

Univ.R.NO 1022491

Institute of Management Studies and Research

Maharshi Dayanand University, Rohtak

i
 Student’s Declaration

I, MUSKAN KATYAL , student of Institute of Management Studies

and Research, Maharshi Dayanand University, Rohtak studying in MBA

HONS. 2.4 (Session 20-22),University Roll No.1022491,Registration No.17R6430051 is
hereby submitting a project report on the title “ A STUDY OF CUSTOMER

SATISFACTION AT RELIANCE FRESH IN ROHTAK CITY ” for partial

fulfilment of Degree of Master of Business Administration( Honours) to Maharshi Dayanand
University, Rohtak.
I solemnly declare that the work done by me is an original piece of work under the
supervision of DR. NARESH KUMAR. The matter presented has not been copied from
any other existing report. However, extracts of any literature used for this report has been
duly acknowledged providing details of such literature in the references. No copy of this
project has been submitted to any other University for award of any other degree/ diploma/
fellowship on similar title and topic. In case, any matter presented found plagiarized at a later
date, I shall be solely responsible for that.

Signature of Student
(MUSKAN KATYAL)
Class: MBA HONS-2.4
University Roll No. 1022491
Registration No. 17R6430051
Date:
Place: ROHTAK

Countersigned by:

Signature of director
Prof. Satyawan Baroda

Director, IMSAR

ii
 Certificate

This is to certify that Ms.MUSKAN KATYAL is a bonafidestudent of Institute of

Management Studies and Research, Maharshi Dayanand University,

Rohtak studying in Master of Business Administration (HONOURS), University Roll No.

1022491 has submitted a project report on the title “A STUDY OF CUSTOMER

SATISFACTION AT RELIANCE FRESH IN ROHTAK CITY” as assigned and

approved by the institute forpartial fulfilment of the Degree of Master of Business
Administration to Maharshi Dayanand University, Rohtak. Further, the work done by him is
carried under my supervision.

Signature of Supervisor

[DR. NARESH KUMAR]

Assistant professor, IMSAR

iii
 Acknowledgements

The authorship of a monograph is usually attributed to one person but a report on a project
work like this is a joint affair. I am indebted to all those who have directly and indirectly
helped in this endeavor.

This study was done under the guidance of DR. NARESH KUMAR. I would like to
acknowledge my deepest appreciation and undying gratitude for the scholarly guidance,
constant encouragement and confidence she has given to me. She has been my mentor not
only during the project work, but also in my entire course. I am truly indebted to her.

I am extremely thankful to Director Prof. SATYAWAN BARODA and all my

teachers and who taught me in the MBA programme, therefore enriching my research with
knowledge. The MDU, ROHTAK, who were my respondents, deserve my appreciation for
their support and willingness for providing the required information during my study.

My appreciation finally goes to my classmates, with whom I weathered through the storms,
giving each other encouragement and for their positive criticism.

MUSKAN KATYAL

iv
 TABLE OF CONTENTS

Content Page No.

Student's Declaration ii
Certificate iii

Acknowledgements iv

List of Tables vi-vii

List of Figures vii-viii

Chapter 1. Introduction 1-25

Introduction 1-3

Industry profile 4-12

Company profile 13-23

Objective of study 24

Scope of study 25

Chapter 2. Review of Literature 27-30

Chapter 3. Research Methodology 31-44

Chapter 4. Data Analysis and Interpretation 45-74

Chapter 5. Conclusion & Recommendations 75-82

Findings 77-78
Conclusion 82

Limitations of study 83

References 84

Appendix (Optional) A-F

v
 LIST OF TABLE

S. No. Description

1 Customer satisfaction at reliance fresh

4.2.1 Gender of the respondents

4.2.2 Occupation level of the respondents

4.2.3 Age of the respondents

4.2.4 Income level of the respondents

4.2.5 Familiar with Reliance fresh

4.2.6 How often do you visit reliance fresh

4.2.7 Source of information for respondents about Reliance fresh

4.2.8 Response regarding preference regarding branded retail outlets

4.2.9 Response regarding perception about Reliance fresh

4.2.10 Response regarding employees at the store

4.2.11 Response regarding factors affect your purchase

4.2.12 Response regarding overall satisfaction with Reliance fresh

4.2.13 Response regarding buying the basket offers in the Reliance fresh

4.2.14 Response regarding satisfaction with combination of basket offers

4.2.15 Closest competitor of reliance fresh

4.2.16 Future trend of Reliance fresh

4.2.17 Factors when you purchase Reliance fresh products

4.2.18 Satisfaction regarding parameters of Reliance fresh

4.2.19 Rate your display of product

vi
4.2.20 Response regarding rating of availability of goods in Reliance fresh

4.2.21 Rating regarding price and promotion offers

4.2.22 Rating regarding customer service and on overall basis

4.2.23 Service provided by reliance fresh

4.2.24 Additional comments regarding customer satisfaction towards Reliance fresh

vii
 LIST OF FIGURES

S. No. Description

1 Customer satisfaction at reliance fresh

4.2.1 Gender of the respondents

4.2.2 Occupation level of the respondents

4.2.3 Age of the respondents

4.2.4 Income level of the respondents

4.2.5 Familiar with Reliance fresh

4.2.6 How often do you visit reliance fresh

4.2.7 Source of information for respondents about Reliance fresh

4.2.8 Response regarding preference regarding branded retail outlets

4.2.9 Response regarding perception about Reliance fresh

4.2.10 Response regarding employees at the store

4.2.11 Response regarding factors affect your purchase

4.2.12 Response regarding overall satisfaction with Reliance fresh

4.2.13 Response regarding buying the basket offers in the Reliance fresh

4.2.14 Response regarding satisfaction with combination of basket offers

4.2.15 Closest competitor of reliance fresh

4.2.16 Future trend of Reliance fresh

4.2.17 Factors when you purchase Reliance fresh products

4.2.18 Satisfaction regarding parameters of Reliance fresh

4.2.19 Rate your display of product

viii
4.2.20 Response regarding rating of availability of goods in Reliance fresh

4.2.21 Rating regarding price and promotion offers

4.2.22 Rating regarding customer service and on overall basis

4.2.23 Service provided by reliance fresh

4.2.24 Additional comments regarding customer satisfaction towards Reliance fresh

ix
 CHAPTER-1

INTRODUCTION

1
 1) INTRODUCTION

Customer satisfaction is a measure of how product and services supplied a

company can meet the customer expectation. customer satisfaction is still one of the single
strongest predictors of customer retention. Its considerably more expensive to attract new
customers than it is to keep old once happy. In a climate of decreasing brand loyalty ,
understanding customer service and measuring customer satisfaction are very crucial. There
is obviously a strong link between customer satisfaction and customer retention. Customer
satisfaction measurement helps to promote an increased focus on customer outcomes and
stimulate improvements in the work practices and processes used within the company.
In a sharp contrast to the retail sector in developed economies, retailing in India – through
large in terms of size – is highly fragmented and unorganized. It is country largest source of
employment. Retailing consists of the sale of goods or merchandise from a fixed location.
India’s service sector has matured considerably during the last few years and has been
globally recognized for its high growth and development. The Indian retail market, which is
the fifth largest retail destination globally, has been ranked as the most attractive emerging
market for investment in the retail sector by AT Kearney's eighth annual Global Retail
Development Index (GRDI), in 2009. As per a study conducted by the Indian Council for
Research on International Economic Relations (ICRIER), the retail sector is expected to
contribute to 22 per cent of India's GDP by 2010.
In today’s complex business environment, it has become very crucial for companies to attain
high customer satisfaction for long term sustainable growth and like companies of the other
business domains. Retail also considers their customers as the most important asset, is not
just a theory but also an economic fact. Therefore in the current scenario, the research on
customer satisfaction on business domain of retail sector is quite important and critical for
understanding of customer satisfaction and retention, it is very crucial for any company to
learn what actually differentiates the satisfied customers from the unsatisfied ones.
In a sharp contrast to the retail sector in developed economies, retailing in India - though
large in terms of size - is highly fragmented and unorganized. With close to 12 million retail
outlets the country has one of the highest retail densities worldwide. Retailing like rest of the
world retailing is one of the largest industries in India with sales amounting to about $350
billion, but organized retail is estimated at only US$ 8 billion.

2
It is country’s largest source of employment after agriculture, has deepest penetration into
rural India and accounts to about 10-11 % of’ India’s GDP and around 8%of the employment.
Inefficiency in the existing supply chains presents further opportunity for organized players
to draw on this large market even as lack of consumer culture and low purchasing power
restricted the development of modern formats. Migration from unorganized to organized
retail has been visible with economic development in most countries.1
Customer satisfaction is the number of customers or percentage of total customers, whose
reported experience with a firm , its products or its services(ratings)exceeds specified
satisfaction goals. Customer play an important role and are essential in keeping a product or
service relevant, it is. Customer satisfaction frequently a term used to measure how products
and services supplied by “RELIANCE FRESH” IN ROHTAK CITY to meet or

surpass customer expectation. It is seen as a key performance indicator for “RELIANCE

FRESH” IN ROHTAK CITY.

In a competitive marketplace where businesses compete for customers, customer

satisfaction is seen as a key differentiator and increasingly has become a key element of

business strategy for “RELIANCE FRESH” IN ROHTAK CITY. Customer

satisfaction ratings can have powerful effects. They focus on the importance of fulfilling

“CUSTOMER EXPECTATIONS”. Therefore customer satisfaction is essential for

“RELIANCE FRESH” IN ROHTAK CITY to effectively manage customer

satisfaction. To be able do this “RELIANCE FRESH” IN ROHTAK CITY need

reliable and representative measures of satisfaction. “In researching satisfaction
“RELIANCE FRESH” IN ROHTAK CITY generally ask customers whether their
product or service has met or exceeded expectations. Thus, expectations are a key factor
behind satisfaction.
“CUSTOMER SATISFACTION” at “RELIANCE FRESH” IN ROHTAK

CITY provides a leading indicator of consumer purchase intentions and loyalty and

“CUSTOMER SATISFACTION”. “CUSTOMER SATISFACTION” is the

buzzword used by the ”RELIANCE FRESH” ROHTAK CITY for the success in the

present days and to retain the customers the “RELIANCE FRESH” IN ROHTAK

CITY satisfy the customers.

3
“Always give people more than what they expect to get”
(GROWTH IS LIFE)

1.1) INDUSTRY PROFILE

This project is done to know the level of customer satisfaction towards “RELIANCE
FRESH”. RELIANCE FRESH in ROHTAK CITY is INDIA leading neighbourhood retail
chain. Retail in India started with the concept of weekly markets, where all the traders
gathered to sell their products. Retailing is the interface between the producer and the
individual consumer buying for personal consumption. This excludes direct interface between
the manufacturer and institutional buyers such as the government and other bulk customers.
A retailers is one who stocks the producers goods and involved in the act of selling it to the
individual consumer at a margin of profit. As such retailing is the last link that connects the
individual consumer with the manufacturing and the distribution chain. Indian retail industry
is the largest industry in India with an employment of around 8%and contributing to over
10%of the country GDP. Retail industry in India is expected to rise 25% yearly being driven
by strong income growth, changing lifestyles and favorable demographic patterns.
It is expected that by 2016 modern retail industry in India will be worth US$175- 200 billion.
Reliance retail 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.
The “RELIANCE FRESH” supermarket chain across different regions reach at a level of rs.
25000 Crore. At “RELIANCE FRESH” customer as the king and evolved all activities to
satisfy him or her.
The Indian retail industry is the fifth largest in the world. Comprising of organized and
unorganized sectors, India retail industry is one of the fastest growing industries in India,
especially over the last few years. Though initially, the retail industry in India was mostly
unorganized, however with the change of tastes and preferences of the consumers, the
industry is getting more popular these days and getting organized as well. With growing
market demand, the industry is expected to grow at a pace of 25-30% annually. The India
retail industry is expected to grow from Rs. 35,000 crores in 2004-05 to Rs. 109,000 crores by
the year 2010. A successful retail organization understands their market, their customers, and
the importance of strategic location. Because competition in the retail industry can be fierce,
such organizations need the best micro marketing tools available to analyze where to place new
stores, establish customer profiles, and determine best marketing practices in order to find new

4
customers. The trick in retailing, therefore, is to find things that you can do for customers that
will modify their behavior in profitable ways.
As retailers strive to touch consumers at every step of the purchase cycle, retail marketing has
evolved to become a mosaic of mass media branding, tactics for driving store traffic, in-store
experience, and loyalty programs. It is expected that by 2016 modern retail industry in India
will be worth US$ 175- 200 billion. India retail industry is one of the fastest growing industries
with revenue expected in 2007 to amount US$ 320 billion and is increasing at a rate of 5%
yearly. A further increase of 7-8% is expected in the industry of retail in India by growth in
consumerism in urban areas, rising incomes, and a steep rise in rural consumption. It has
further been predicted that the retailing industry in India will amount to US$ 21.5 billion by
2010 from the current size of US$ 7.5 billion.
Retailing is the set of business activities that adds value to the products and services sold to
the consumer for their personal or family use. A "retailer" buys goods or products in large
quantities from manufacturers or importers, either directly or through a wholesaler, and then
sells smaller quantities to the end-user. Retail establishments are often called shops or stores.
Retailers are at the end of the supply chain. Manufacturing marketers see the process of
retailing as a necessary part of their overall distribution strategy. The term "retailer" is also
applied where a service provider services the needs of a large number of individuals, such as
a public utility, like electric power. Retailing is an important institution in our society,
Retailing provides considerable value to consumers while giving people opportunities for
Rewarding and challenging careers. Retail formats and companies are now major factors in
the industry. The key to successful retailing is offering the right product, at the right price, in
the right Place, at the right time, and making a profit. Retailers must understand what
customers want and what competitors are offering now and in the future.
Retailing in India is witness to the boom in terms of modern retailing formats, shopping malls etc. the future
of retailing for any product across the country w ill definitely be in malls where the consumer can get variety,
quality and ambience., such as a department store, boutique or by mail, in small or individual lots
for direct consumption by the purchases.
Customer satisfaction is the degree of satisfaction provided by the goods or services of a
company as measured by the number of repeat customers. Customer satisfaction survey is a
process of discovering whether or not a company customers are happy or satisfied with the
products or services received from the company .Customers answers to questions are then
analyse whether or not changes need to be made in business operations to increase overall
satisfaction of customers It is defined as the “number of customers or percentage of total
5
customers, whose reported experience with a firm, its products or its services exceeds
specified satisfaction goals. In a competitive marketplace where businesses compete for
customer, customer satisfaction is seen a key differentiator and increasingly has become a
key element of business strategy. Customer satisfaction is a term frequently used in
marketing, is a measure of how products and services supplied by a company meet or surpass
customer expectation. It is seen as a key performance indicator within business and is often
part of a balance scoreboard .one of the key challenges for organizations are how they
manage service quality , which holds a great importance to customer satisfaction.
Expectations are well known to service marketers as most definitions of service quality
revolve around “meeting or exceeding customer expectations”.
Customer satisfaction means feeling of pleasure after using the product or service. Customer
satisfaction is a critical issue in the success of any business system, traditional or online. To
understand satisfaction we need to have a clear understanding of what is meant by customer
satisfaction .customer satisfaction is critical for establishing long term client relationships.
Relationship between service quality and satisfaction is the key to measure user satisfaction.
A retailer or retail store is any business enterprise whose sales volume comers primarily from
retailing. Retail organizations exhibit great variety and new forms keep emerging. There are
store retailers, non store retailers, and retail organizations. Consumers today can shop for
goods and services in a wide variety of stores. He provides goods and services to the ultimate
consumers. With that end in view he has to pursue a policy to achieve his objective. This
policy is called retailing mix. It is the package of goods and services that store offers to the
customers for sale. It is the combination of all efforts planned by the retailer and embodies
the adjustment of the retail store to the market environment.
The success of retail stores, therefore, depends on customers reaction to the retailing mix
which influences the profits of the store, its volume of turnover, its share of the market, its
image and status and finally its survival. India service sector has matured considerably during
the last few years and has been globally recognized for its high growth and development.
India service sector has matured considerably during the last few years and has been globally
recognized for its high growth and development
In today complex business environment, it has become very crucial for companies to attain
high customer satisfaction for long term sustainable growth and like companies of the other
business domains. Therefore, in the current scenario, the research on customer satisfaction on
business domain of retail sector is quite important on business domain of retail sector is quite
important and critical for understanding of customer satisfaction and retention.
6
 1. Customer satisfaction is most important aspect in any branch under management. The
thorough knowledge of this topic inculcate the analyzing efficiency on customer
satisfaction.
2. Trend of retail markets is increasing these days in a country and in a world.
3. A retail outlets growth totally depends on customer satisfaction
4. Explore to maintain long term relationship with customers
5. I did a research on customer satisfaction.

INDIAN RETAIL MARKET

700

600

500

400

300

200

100

0
2006 2010 2015

% Split
Urban 45
Rural 55

It is a survey process of discovering whether or not a company customers are happy or

satisfied with the products or services received from the company. Customer satisfaction
research identifies how well an organization .
Customer satisfaction research identifies how well an organization is performing from the
customer viewpoint.
Satisfaction is a person feelings of pleasure resulting from company products and services to
track how satisfaction level change over time.
Customer satisfaction is a measure of how products and services supplied by “RELIANCE
FRESH” to meet the customer expectations. Customer satisfaction is still one of the single
strongest predictors of customer retention. Its considerably more expensive to attract new

7
customers than it is to keep old once happy and measuring or understanding or study about
customer satisfaction is very crucial. Customer satisfaction helps to promote an increased
focus on customer outcomes and stimulate improvements in the “RELIANCE FRESH” IN
ROHTAK CITY work practices and processes.
The “RELIANCE FRESH” IN ROHTAK CITY is for everyone and with affordable prices.
Reliance industries ltd .president and chief executive Biju Kurian Toldreporters after
unveiling the “RELIANCE FRESH “ IN ROHTAK CITY brand.
“RELIANCE FRESH” IN ROHTAK CITY stores ranging from 2000 to 5000 sq .feet provide
customers with variety of fresh fruits , vegetables , staple goods , fast moving consumer
goods and other products in a world class ambience. Besides the stores provide direct
employment to young Indians and indirect job opportunities to a million people , according to
“RELIANCE FRESH” IN ROHTAK CITY.
India retail industry is one of the fastest growing industries in India, especially over the last
few years. Though initially, the retail industry in India was mostly unorganized, however
with the change of tastes and preferences of the consumers, the industry is getting more
popular these days and getting organized as well unorganized sector.
This research is done to get an idea of customer satisfaction. The goal of this study is to find
out the company customers’ level of satisfaction and how satisfied the customers are with the
service of the enterprise. Another goal is to find out if customers are dissatisfied with
something, why and what kind of improvement suggestions they have. Therefore the goal is
to identify areas that still need to be improved so that those areas can be further developed.
One goal is also to find out the areas to which customers find successful. The results are to be
shown so that the company can use the results, for example, in their marketing in the future
of ”RELIANCE FRESH” IN ROHTAK CITY.
These stores feature art galleries, cooking classes, and children’s playgrounds. A retailer is at
the end of the distributive channel. He provides goods and service to the ultimate consumers.
This he does through his small organization, with the help of a few personnel. In an
individual retail store there is not much scope for organization except in the sense that the
shopkeeper has to organize apportions his time and resources. The need for organization
becomes essential as soon as he hires people o enters into partnership or takes the help of
members of his family in running his store. A retailer deals in an assortment of goods to cater
to the needs of consumers. His objective is to make maximum profit out of his enterprise.
With that end in view he has to pursue a policy to achieve his objective. This policy is called
retailing mix. A retailing mix is the package of goods and services that store offers to the
8
customers for sale. It is the combination of all efforts planned by the retailer and embodies
the adjustment of the retail store to the market environment. Retailing mix a communication
mix and a distribution mix. The maximum satisfaction to the customers is achieved by a
proper blend of all three.
The success of the retail stores, therefore, depends on customers’ reaction to the retailing mix
which influences the profits of the store, its volume of turnover, its share of the market, its
image and status and finally its survival.
This study is completely based on customer satisfaction at various income levels with respect
to “RELIANCE FRESH” products in “ROHTAK CITY”. People here in ROHTAK are
moving towards convenience store because as the private employment is increasing in
ROHTAK CITY. This tends to people has less time for s hopping. So they prefer to shop
from convenience stores, discounting stores. “RELIANCE FRESH” IN THE ROHTAK
CITY is the brand which providing all the daily necessities products under the one roof with
good ambience for shopping and atmosphere is also appreciable. Observation shows that
behavior of line staff is really good and not biased due to the amount of spending for
purchase. The given management research is based on the customer satisfaction for the
study. Consumer satisfaction with respect to Reliance Fresh products” and the other final
results of the study.
The inference from the study depicting that the location of “RELIANCE FRESH” IN THE
ROHTAK CITY outlets are basically in the area where people are having good income level
and also consisting women from the age groups of 25- 30 and above and are more prone
towards shopping from these convenience store outlets.
Today the entire firm engaged in a process of creating a life time value and relationship with
customers. This report start with discussion on the diversity of consumer behaviour and the
need for studying consumer satisfaction as a related field of marketing .this can be largely be
attribute.

9
History of Indian retailing

1960 - 1980
The company was co-founded by Dhirubhai Ambani and his cousin Champaklal Damani in
1960s as Reliance Commercial Corporation. In 1965, the partnership was ended and
Dhirubhai continued the polyester business of the firm. In 1966, Reliance Textiles Industries
Pvt Ltd was incorporated in Maharashtra. It established a synthetic fabrics mil in the same
year at Naroda in Gujarat. In 1975, company expanded its business into textiles, with
"Vimal" becoming its major brand in later years. The company held its Initial public offering
(IPO) in 1977. The issue was over-subscribed by seven times. In 1979, a textiles company
Sidhpur Mills was amalgamated with the company. In 1980, the company expanded its
polyester yarn business by setting up a Polyester Filament Yarn Plant in Raigad, Maharashtra
with financial and technical collaboration with E. I. du Pont de Nemours & Co., USA.

1981 - 2000
In 1985, the name of the company was changed from Reliance Textiles Industries Ltd. To
Reliance Industries Ltd. During the years 1985 to 1992, the company expanded its installed
capacity for producing polyester yarn by over 145,000 tonnes per annum. The Hazira
petrochemical plant was commissioned in 1991-92. In 1993, Reliance turned to the overseas
capital markets for funds through a global depositary issue of Reliance Petroleum. In 1996, it
became the first private sector company in India to be rated by international credit rating
agencies. S&P rated BB+, stable outlook, constrained by the sovereign ceiling. Moody's
ratedBaa3, Investment grade, constrained by the sovereign ceiling. In the year 1995-96, the
company entered the telecom industry through a joint venture with NYNEX, USA and
promoted Reliance Telecom Private Limited in India. In 1998-99, RIL introduced packaged
LPG in 15 kg cylinders under the brand name Reliance Gas. During 1998-2000, the company
completed setup of integrated petrochemical complex at Jamnagar in Gujarat.

2001 - 2013
In 2001, Reliance Industries Ltd. and Reliance Petroleum Ltd. became India's two largest
companies in terms of all major financial parameters. In 2001-02, Reliance Petroleum was
merged with Reliance Industries. In 2002, Reliance announced India's biggest gas discovery
(at the Krishna Godavari basin) in nearly three decades and one of the largest gas discoveries
in the world during 2002. The in-place volume of natural gas was in excess of 7 trillion cubic
feet, equivalent to about 1.2 billion barrels of crude oil. This was the first ever discovery by

10
an Indian private sector company. In 2002-03, RIL purchased a majority stake in Indian
Petrochemicals Corporation Ltd. (IPCL), India's second largest petrochemicals company,
from Government of India. IPCL was later merged with RIL in 2008. In the years 2005 and
2006, the company reorganized its business by demerging its investments in power
generation and distribution, financial services and telecommunication services into four
separate entities. In 2006, Reliance entered the organized retail market in India with the
launch of its retail store format under the brand name of 'Reliance Fresh'. By the end of 2008,
Reliance retail had close to 600 stores across 57 cities in India. In 2010, Reliance entered
Broadband services market with acquisition of Infotel Broadband Services Limited, which
was the only successful bidderfor pan-India fourth-generation (4G) spectrum auction held by
Government of India. In the same year, Reliance and BP announced a partnership in the oil
and gas business. BP took 30 per cent staken 23 oil and gas production sharing contracts that
Reliance operates in India, including the KG-D6 block for $7.2 billion. Reliance also formed
a 50:50 joint venture with BP for sourcing and marketing of gas in India. Post launch, in a
dramatic shift in its positioning and mainly due to the circumstances prevailing in UP, West
Bengal and Orissa, it was mentioned recently in news Dailies that, Reliance Retail is moving
out of stocking fruits and vegetables. Reliance Retail has decided to minimize its exposure in
the fruit and vegetable business and position
Reliance Fresh as a pure play super market focusing on categories like food, FMCG, home,
consumer durables, IT and wellness, with food accounting for the bulk of the business.
The company may not stock fruit and vegetables in some states, Orissa being one of them.
Though Reliance Fresh is not exiting the fruit and vegetable business altogether, it has
decided not to compete with local vendors partly due to political reasons, and partly due to its
inability to create a robust supply chain. This is quite different from what the firm had
originally planned. When the first Reliance Fresh store opened in Hyderabad last October,
not only did the company said the store’s main focus would be fresh produce like fruits and
vegetables at a much lower price, but also spoke at length about its “farm-to-fork’’ theory.
The idea the company spoke about was to source from farmers and sell directly to the
consumer removing middlemen out of the way.
Reliance Fresh, Reliance Mart, Reliance Digital, Reliance Trendz, Reliance Footprint,
Reliance Wellness, Reliance Jewels, Reliance Timeout and Reliance Super are various
formats that Reliance has rolled out. In addition, Reliance Retail has entered into an alliance
with Apple for setting up a chain of Apple Specialty Stores branded as I Store.

11
 HISTORY OF RELIANCE FRESH IN ROHTAK CITY
Founded in 2006, it is the largest retailer in INDIA in terms of revenue.

Type Subsidiary

Industry Retail

Founded 2006, 16 years ago

Founder MUKESH AMBANI

Headquarters Mumbai

Parent reliance industries limited

Website www.relianceretail.com

Total Equity US$62 billion

Number of employees 139,000+(2020)

The reliance fresh has to face various difficulties before the launch of reliance fresh , because
of the various circumstances prevailing in Orissa, west Bengal and UP along with the news
focusing on the dearth of vegetables and fruit stocks. The retail business of reliance then
minimized its exposure in vegetable and fruit business , as a result established reliance fresh
positioning a pure super market play focusing on various categories like IT, consumer
durables , home ,FMCG and food.

12
 1.2) COMPANY PROFILE

"Growth has no limit at Reliance. I keep revising my vision. Only when you can dream it,
you can do it." Dhirubhai H. Ambani

Reliance Fresh comes under Reliance Retail Ltd. It is the convenience store format which
forms part of the retail business of Reliance Industries Ltd of India which is headed by Mr.
Mukesh Ambani. It was incorporated on 30th October 2006. It launched its first retail format
called Reliance Fresh in Hyderabad on11 Nov in 2006. Spread over 2,000-5,000 sq ft, 11
such Reliance Fresh neighborhood convenience stores were come up in the city. Its head
quarter is situated in Mumbai and is known as NHQ, i.e., National Head Quarter. Now it has
almost 720 stores across 13 states including Chennai, New Delhi, Hyderabad, Jaipur,
Mumbai, Chandigarh, Ludhiana, Orissa, Uttar Pradesh and West Bengal. The strategy is to
open one Reliance Fresh store in a radius of three to four km to serve 1,000-2,000 families.
This means about 30-40 stores in the major metros. All the stores opened have an average
area of about 1,800 sq ft and an average of about 20 sales associates attending to customers.
Each store opens from 7 a.m. to 10 p.m. on all seven days of the week. It has got license of
keeping the store open for 365 days. Reliance Fresh sales staples, grocery, FMCG food items,
dairy products, FMCG non-food products, stationery products and a whole lot of other
categories at a very competitive price. It has its own in-house brands in both food and non-
food section like R-Select, R-Value (food) and Mopz, Sudz, Scrubz (non-food). These are
known as Reliance Private Label Products. It sales fresh fruits and vegetables through
Keventer Agro and that is known as Keventer Fresh.
In West Bengal, Reliance Fresh has 12 stores. I have done my Internship from Deshapriyo
Park store. It was opened on 14th August, 2008. It has an area of 2393 sq ft. Its store code is
2313. Store code is a number given to each sore by the Mumbai head quarter. Every store has
its unique code. Sale for the month of May was Rs. 11, 37,000 approximately.
Reliance fresh started its adventure journey in 2006 with the opening of its first reliance fresh
and smart stores. Customer satisfaction is a measure of how product and services supplied a

13
company can meet the customer expectations. The Indian retail industry is the 5 th largest in
the world. Customer satisfaction is defined as the number of customers whose experience
with firm exceeds its satisfaction goals .
Reliance Industries , limited (RIL) is India largest private sector company on all major
financial parameters with turnover of Rs. 118354 CRORE and ranks amongst the world top
200 companies in terms of profits . Reliance Fresh is the convenience store format which
forms part of the Retail Business of Reliance Industries of India which is headed by Makes.
Reliance plans to invest in excess of 250 billion in the next 4 years in their retail division.
The company already has 1691 Reliance Fresh outlets across the country. These stores sell
fresh fruits and vegetables, staples, groceries, fresh juice, bars and dairy products. A typical
Reliance Fresh store is approximately 3000–4000 square feet and caters to a catchment area
of 2–3 km
The company is approaching farmers directly for the procurement of produce, seeking to
reduce the 40% wastage that occurs through the traditional supplychain. Besides, the stores
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. The Reliance Fresh stores are convenience stores with an area of about 1000 to 4000 sq
ft. In Reliance Fresh stores, the commodities are classified into variouscategories like Staples,
Fruits and Vegetables (F n V), Dairy, Processed Foods (PF), Foodand Beverages, House
ware, Personal Care etc. Few stores have apparel section also which has very low priced
range and good quality clothes.
The Reliance Group, founded by Dhirubhai H. Ambani (1932-2002), is India's largest
private sector enterprise, with businesses in the energy.
"Growth has no limit at Reliance. I keep revising my vision. Only when you can d ream it,
you can do it."
Dhirubhai H. Ambani
Founder Chairman Reliance Group
December 28, 1932 - July 6, 2002

14
Products products Price Our brands Our brands

Milk and curd , Dairy and Fruits- rs .50 per Reliance fresh Trends
cheese and bakery , instant kg and above Reliance smart footwear
yoghurt , ghee foods, home
care , cooking
needs
Beverages Snacks food , Vegetables- rs - Reliance smart Reliance jewels
,personal care foodgrains and 40 per kg and point
products oils, masalas above Jio mart
Butter and Grocery , Nuts and dry Reliance digital AJIO
bread cosmetics and fruits- 200 per Reliance trends Hamleys
beauty, rice 250 grams and Jio store
products above. Reliance
consumer
brands

Fruits and Home ration Bakery products 7-eleven Reliance malls

vegetables, products , –rs. 30 and Project eve
cereals namkeen , dry above Reliance brands
fruits and much
more.

15
 RELIANCE GROUP
The Reliance Group, founded by Dhirubhai H. Ambani (1932-2002), is India s largest private
sector enterprise, with businesses in the energy and materials value chain. Group s annual
revenues are in excess of USD 27 billion. The flagship com pany, Reliance Industries
Limited, is a Fortune Global 500 company and is the largest private sector company in India.
Backward vertical integration has been the cornerstone of the evolution and growth of
Reliance. Starting with textiles in the late seventies, Reliance pursued a strategy of backward
vertical integration - in polyester, fibre intermediates, plastics, petrochemicals, petroleum
refining and oil and gas exploration and production - to be fully integrated along the materials
and energy value chain.

The Group s activities span exploration and production of oil and gas, petroleum refining and
marketing, petrochemicals (polyester, fibre intermediates, plastic and chemicals), textiles and
retail.
Reliance enjoys global leadership in its businesses; The Group exports products in excess of
USD 15 billion to more than 100 countries in the world. There are m ore than 25,000
employees on the rolls of Group Companies. Major Group Companies are Reliance Industries
Limited (including main subsidiaries Reliance Petroleum Limited and Reliance Retail
limited) and Reliance Industrial Infrastructure Limited.
Reliance Industries Limited is India s largest private sector conglomerate (and second largest
overall) with an annual turnover of US$ 35.9 billion and profit o f US$ 4.85 billion for the
fiscal year ending in March 2008 making it one of India private sector Fortune Global 500
companies, being ranked at 206th position (2008). It was founded by the Indian industrialist
Dhirubhai Ambani in 1966
Ambani has been a pioneer in introducing financial instruments like fully conv ertible
debentures to the Indian stock markets. Ambani was one of the first entrepreneurs to draw
retail investors to the stock markets. Critics allege that the rise of Reliance Industries to the
top slot in terms of market capitalization i s largely due to Dhirubhai s ability to manipulate
the levers of a controlled economy to his advantage.
Though the company oil-related operation forms the core of its business, it ha s diversified its
operations in recent years. After severe differences between the founder two sons, Mukesh
Ambani and Anil Ambani, the group was divided between them in 2006. In September 2008,

16
Reliance Industries was the only Indian fir m featured in the Forbes s list of "world s 100
most respected companies"

Popular Profiles at Reliance Retail

Management team
Name Designation
Mr. Mukesh Ambani Chairman and managing director
Nikhil R Meshwani Executive Director Hital R Meshwan Executive Director Madhumita
Mohanti Deputy General Manager
Akashay Lokhande Area Manager-Operation &Sales and NSO Devandra Chawla Vice-
President-Business Head, Merchandise Head Zubin Nowrojee, Mangement State Head
Category

Formats of Reliance RETAIL Reliance Fresh,

Reliance Mart, Reliance Digital, Reliance Trendz, Reliance Footprint, Reliance Wellness,
Reliance Jewels, Reliance Timeout and Reliance Super,

RELIANCE FRESH
Reliance fresh 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 into
almost every metropolitan and regional area of India. Reliance plans to invest rs 25000
crores in the next 4 years in their retail divisi on and plans to begin retail stores in 784 cities
across the country. The reliance fresh supermarket chain is rs 25,000 crore venture and it
plans to add mo re stores across different g, and eventually have a pan-India footprint by year
2011. The super marts will 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.

BACK GROUND
We can see many examples of businesses where, first we grow and then think of expanding
but Reliance is quite different. Reliance has developed such huge amount of resource s and
capital over the years that whenever it steps into any segment it is not required to wait for
growing signal, that’s why it always thinks of expanding without any boundaries. Reliance
retail is next Step by RIL which will be a pan India project.
The super marts will sell fresh fruits and vegetables, staples, groceries, fresh juice bars and
dairy products and also will sport a separate enclosure and supp ly-chain for non-vegetarian

17
 products. According to the company. has plans to train students and housewives in customer
care and quality services for part-time jobs.
The company is planning on opening new stores with store-size varying from 1,500 sq ft to
3,000 sq ft, which will stock fresh fruits and vegetables, staples, FM CG products and dairy
products. Each store is said to be within a radius of 1-2 km of each other, in relation to the
concept of a neighbor store. However, this is only the entry roll-out that the company has
planned.

1. Company’s Vision, Mission

2. Vision
i. Through sustainable measures, create value for the nation
ii. Enhance quality of life across the entire socio – economic
iii. Spectrum and help spearshed India as a global leader in
iv. The domains where we operate.

3. Mission
i. Create value for all stakeholders
ii. Grow through innovation
iii. Lead in good governance practices
iv. Ensure energy security of the nation

4. Subsidiaries and Division

5. There are various subsidiaries and division under

Reliance Retails. Following are:

i. Reliance Fresh – Retail outlets of Fruits, Vegetables & Groceries.
ii. Reliance Digital – Consumer Electronics retail store
iii. Reliance Jewels – Jewellery
iv. Reliance Time out – Lifestyle store of Books, Music, Movies, Toys,
Reliance fresh store locator in rohtak

6. Gaming
Reliance Trends – Apparel and Clothing
Reliance Industries Limited (RIL) is India's largest private sector company on all major
financial parameters with turnover of Rs1,18,354 crore (US$ 27.23 billion), cash profit of
Rs17,678 crore (US$ 4.07 billion), net profit of Rs11,943 crore (US$ 2.75 billion) and net
18
worth of Rs63, 967 crore (US$ 14.72 billion) as of March 31, 2018.RILis the first and only
private sector company from India to feature in the Fortune Global 500 list of 'World's
Largest Corporations' and ranks amongst the world's Top 200 companies in terms of profits.
RIL is amongst the 25 fastest climbers ranked by Fortune. RIL also features in the Forbes
Global list of world's 400 best big companies and in FT Global 500 list of world's company
and ranks amongst the world's Top 200 companies in terms of profits. Reliance in now
putting up a completely export oriented unit with 30 MMPTA capacity under Special
Economic Zone (SEZ) at Jamnagar. Construction will commence very shortly and the project
is schedule to go into operation by March 2018.
RIL group is about to establish yet another industrial landmark by putting up the world's
largest grass root refinery totally dedicated for exports with an outlay of over Rs. 27,000
crores. Reliance Fresh falls under Reliance Industries. It is the first retail venture of the
Group. The company offers fresh fruits and vegetables, staples, groceries, fresh juice bars,
FMCG products and dairy products and non-vegetarian items. Reliance Industries has
invested nearly Rs. 3,000 crores to expand the Reliance Fresh stores. Reliance Fresh directly
buys stock from the farmers to cut down on the wastage. The stores work on The Ranger
Format which means selling of fresh vegetables to the road sellers.
Reliance Fresh is the convenience store format which forms part of the retail business of
Reliance Industries of India which is headed by Mukesh Ambani. Reliance plans to invest in
excess of Rs 25000 crores in the next 4 years in their retail division. The company already
has in excess of 560 reliance fresh outlets across the country. These stores sell fresh fruits and
vegetables, staples, groceries, fresh juice bars and dairy products. A typical Reliance Fresh
store is approximately 3000-4000 square feet and caters to a catchment area of 2–3 km. 41
Company History
Post launch, in a dramatic shift in its positioning and mainly due to the circumstances
prevailing in UP, West Bengal and Orissa, it was mentioned recently in news dailies that,
Reliance Retail is moving out of stocking fruits and vegetables. Reliance Retail has decided
to minimize its exposure in the fruit and vegetable business and position Reliance Fresh as a
pure play super market focusing on categories like food, FMCG, home, consumer durables,
IT and wellness, with food accounting for the bulk of the business.
The company may not stock fruit and vegetables in some states. Though Reliance Fresh is not
exiting the fruit and vegetable business altogether, it has decided not to compete with local
vendors partly due to political reasons, and partly due to its inability to create a robust supply
chain. This is quite different from what the firm had originally planned.
19
When the first Reliance Fresh store opened in last October, not only did the company said the
store’s main focus would be fresh produce like fruits and vegetables at a much lower price,
but also spoke at length about its “farm-to-fork’’ theory. The idea the company spoke about
was to source from farmers and sell directly to the consumer removing middlemen out of the
way.
Reliance Fresh, Reliance Mart, Reliance Digital, Reliance Trendz, Reliance Footprint,
Reliance Wellness, Reliance Jewels, Reliance Timeout and Reliance Super are various
formats that Reliance has rolled out. In addition, Reliance Retail has entered into an alliance
with Apple.
Reliance Fresh, the $20 billion Reliance Industries' brand for its grocery outlets, Monday
opened nine new stores in the national capital region (NCR) with an investment of about Rs.8
billion ($180 million).The stores have been opened covering a total area of 19,000 sq ft.
Mukesh Ambani's Reliance Industries Ltd. entered the retail trade last year with an
investment of $5.6 billion and has plans to expand its footprint in multiple formats of
hypermarkets, supermarkets and convenience stores. 'We plan to have a pan-India presence
and achieve a target of Rs.10 billion revenue by 2017 by which time we hope to complete
Phase I,' Raghu Pillai, president and chief executive of Reliance Retail, said at a press
conference here.
'In the first phase we have plans to employ 500,000 people. We are following an all-inclusive
model giving the right affordability across all income groups,' Pillai added. According to him,
Reliance will open 100 stores in by the quarter ending in June 2007.'We are aggressively
partnering farmers by following a farm-to-fork strategy in our supply chain management
model and ensure that we deliver fresh fruits and vegetables at affordable prices to our
consumers.' Currently, Reliance Fresh has 49 stores across the country covering an area of
109,000 sq ft. Reliance Fresh also offers a membership and loyalty program – Reliance One -
to deliver customized benefits to frequent shoppers. Currently, it has 200,000 loyalty
customers. With a vision to generate inclusive growth and prosperity for farmers, vendor
partners, small shopkeepers and consumers, Reliance Retail Limited (RRL), a subsidiary of
RIL, was set up to lead Reliance Group’s foray into organized retail.
Since its inception in 2006, Reliance Retail Limited (RRL) has grown into an organization
that caters to millions of customers, thousands of farmers and vendors. Based on its core
growth strategy of backward integration, RRL has made rapid progress towards building an
entire value chain starting from the farmers to the end consumers.

20
“RELIANCE FRESH” in ROHTAK uses the ranger format for fresh vegetables to the road
sellers.”RELIANCE FRESH sells more than 200 metric huge amount of fruits and more than
300 metric huge amounts of vegetables.

NO OF LOCATIONS- 700+

AREA-93CITIES

FOUNDED-2006

PARENT-RELIANCE RETAIL

STORES-12711

CUSTOMERS-100000
In the last year, Reliance Retail Limited (RRL) continued to fulfill its commitment of
enriching Indian consumer’s shopping experience and providing quality merchandise at an
attractive value proposition. More than 3 years into operation, RRL has now expanded its
presence in more than 85 cities across 14 states in India. RRL forged ahead with its
expansion plans and rolled out stores across the country. RRL’s footprint now spans a
network of more than 1,000 stores. RRL operates several ‘value’ & ‘specialty’ formats. The
‘value’ formats that RRL operates are: ‘Reliance Fresh’, a neighborhood concept, ‘Reliance
Mart’, an all under one roof supermarket concept & ‘Reliance Super’, a mini-mart concept.
The ‘value’ formats offer a wide range and assortment of products required for daily
household needs. The ‘specialty’ formats are: ‘Reliance Digital’, a consumer durables &
information technology concept, ‘Reliance Trends’, an apparel & accessories concept,
‘Reliance Wellness’, a health, wellness & beauty concept, ‘I Store by Reliance Digital’, an
exclusive Apple products concept, ‘Reliance Footprint’, a footwear concept, ‘Reliance
Jewels’, a jewelers concept, ‘Reliance Time Out’, a books, music & entertainment concept,
‘Reliance AutoZone’, an automotive products & services concept and ‘Reliance Living’, a
home ware, furniture, modular kitchens, furnishings concept.
RRL rapidly expanded the stores network it operates through strategic partnerships with
world-class companies such as Marks & Spencer and Pearl Europe. RRL also entered into an
exclusive distribution arrangement with Asics Corporation Japan to market Asics brands of
shoes. and accessories in India. RRL has recently opened its flagship store under its franchise
agreement with Hamleys and plans to expand the store network in the coming year. RRL has
also expanded its presence in business-to business office supplies through its joint venture

21
with Office Depot. Through ‘Reliance One’, RRL’s loyalty membership program, RRL
enjoys the patronage of over 5.5 million customers. In the coming year, RRL will continue on
its mission to delight the customers every visit. RRL will continue to provide unprecedented
value to customers across all its formats and stores.
Reliance Fresh is the convenience store format which forms part of the Retail Business of
Reliance Industries of India which is headed by Makes. Reliance plans to invest in excess of
250 billion in the next 4 years in their retail division. The company already has 1691 Reliance
Fresh outlets across the country. These stores sell fresh fruits and vegetables, staples,
groceries, fresh juice, bars and dairy products. A typical Reliance Fresh store is
approximately 3000–4000 square feet and caters to a catchment area of 2–3 km.

Importance of Reliance Fresh in Rohtak

City and three promises of Reliance Fresh

As Reliancein
getsRthe rapid expansion, operating through small and medium sizes stores. It has
positioned itself as a food and grocery convenience store. It follows multi –prong strategy
and operates a wide array of store of store formats.

Promises of Reliance fresh in Rohtak City

FRESH HAMESHA

AVAILABLE HAMESHA

SAVINGS HAMESHA

22
 1.3) RATIONALE OF THE STUDY

1. Total reliance retail operates 621 “RELIANCE FRESH”AND “RELIANCE SMART

STORES” and seels tones of fruits and vegetables everyday.
2. It’s a India leading neighbourhood retail chain with freshness and savings.
3. With the three core promises of fresh hamesha.
4. It is a one stop shop for fresh shopping , fresh savings , and fresh happiness.
5. From fresh fruits and vegetables and cereals to spices , processes food and beverages and
personal care products , we have the entire gamut of your grocery needs covered.
6. Across our stores , we retain a strong customer centric approach to meet all your shopping
needs- be it routine or seasonal , well known brands or popular local products,.
7. It directly partners with a large number of farmers and small vendors in a farm to fork
model.

Registered name – “RELIANCE FRESH PRIVATE LIMITED”

FOUNDED IN- 2006(16 yrs old)

WEBSITE- relianceretail.com

23
 1.4) Objective of the study

The aim or objective of this study is as follows:-

1. To identify the customer satisfaction level and customer loyalty at “RELIANCE

FRESH” outlet users in “ROHTAK CITY”.

2. To find out the customer choice/preference towards “RELIANCE FRESH” in

“ROHTAK CITY”

3. To find reasons for dissatisfaction among customers and recommend suggest to increase
customers satisfaction at “RELIANCE FRESH” in ROHTAK CITY”.

24
 1.5) Scope of the project
1. The project has wider scope that aim to reveal the market status &competition for
“RELIANCE FRESH” IN ROHTAK CITY.

2. Helps the company in planning and strategy formulation and where “RELIANCE

FRESH” IN ROHTAK CITY having new opportunities in retail sector.

3. To study the latest trends of retailing in India and reveal customer satisfaction at
“RELIANCE FRESH” IN ROHTAK CITY.

25
1.6) Society , managerial and organization importance of

the study customer satisfaction at “RELIANCE

FRESH” in ROHTAK CITY .

1. Sustainable development
2. Community infrastructure and environment
3. Environment protection drives
4. Education and skill enhancement
5. Job opportunities
6. Community healthcare
7. Profitable growth
8. Eco systems around all its businesses
9. Health insurance
10. Soft training
11. Team outings
12. Education assistance
13. Job training
14. Fee transport
15. Free food
16. Cafeteria
17. International relocation
18. Child care

26
 CHAPTER-2

LITERATURE REVIEW

27
 2) Literature review

India has been rather slow in joining the organized retail revolution that was rapidly
transforming the economics in the other Asian tigers. The food retailing outlets in India are
growing at a very fast rate in the every city. The food retailing outlets in the recent years have
shown tremendous impact in buying decision of the consumers. Retailing is one of the largest
in the global economy, is going through a transition phase in India. The need of catering the
shopping experience has been fulfilled by the shopping malls. They let customers experience
their freedom of choice. They not only offer variety but also executive transparent pricing.
Technical, in its “retail outlook October 2007” reports that the total retail market will grow
from $336 billion in 2014 to $590 billion dollar in 2018, which translated to an annual
growth rate to 12%.
Even while the share of modern retailing to four-fold from 4% in 2010 to 16% in 2011 and
further to 2018, traditional retail will still grow in absolute terms from $324 billion dollar in
2006 to $493 billion dollar in 2018. A study by McKinsey point out that the Indian market for
consumer goods is expected to reach $400 billion by 2018.Indian market is one of the five
largest markets in the world. Liberalization of economy in the 1990’s and the entry of large
players in the retail business have bought the retail industry in spot light. India's retail
industry is the second largest sector, after agriculture, which provides.

According to Associated Chambers of Commerce and Industry of India (ASSOCHAM), the

retail sector will create 50,000 jobs in next few years.
A descriptive research is conducted using 200 respondents, where in the detailed analysis of
preference of shopping, preference on organized and unorganized outlets, latest trend towards
branded retail outlets especially on ‘Reliance Fresh’ .Satisfaction level of customers towards
more retail outlets. Where in the detailed analysis of the quality of the service is analyzed
with respect to various variables and compared with the competitors to arrive at a conclusion
on the basis of finding and suggestions, which would help the company to provide greater
service and make necessary improvements in the service quality.
Abraham Maslow (1954): The first level contains physiological needs, which can be viewed
as physical comfort, pay and basic working conditions. The second level concerns safety and
job safety, social needs, in the third level, relate to factors such as belongingness, friendship
and having relationship in the workplace. The fourth level concerns esteem needs received by

28
employees when the organization and its members recognize a workers achievement and
thereby reach a certain level of status.

Frederick Herzberg’s (Kempton, 1995):

The two – factor theory can becharacterized as structural since the attitudes a workers are
placed in direct relation with the workplace environment. This has great practical use for
firms because the firms can increase job satisfaction by manipulating job characteristics that
are commonly under their control. Herzberg provides a framework for understanding
motivational factors divided into external and internal factors. The external factors are called
hygiene factors and are often described as basic factors that need to be met in order not to
create dissatisfaction. The internal factors are described as motivational factors, the factors
that motivate people to be satisfied through personal growth. In order to foster motivation and
satisfaction Herzberg argues that the internal needs have to be met while external needs
should be satisfied in order not to have dissatisfied workers. It is by Herzberg viewed not
enough to satisfy external needs as salary, physical environment, company policy and other
basic needs. It firms cannot provide employees with the possibility to fulfill internal needs of
personal growth it will become very difficult to foster motivation and satisfaction, thus
making it more difficult to retain worker (Kempton, 1995).

Alderfer (1972):
Has come up with a modified need hierarchy model. He condenses Maslow’s five levels of
needs into three levels based on the core three basic needs: Existence, Relatedness and
Growth (Alderfer and Lacy 1972)

Ostroff (1992) :
Studying a sample of 364 schools, investigated the relationship between employees attitude
and organizational performance. Ostroff found that aggregated teacher attitudes such as job
satisfaction and organizational commitment were concurrently related to school performance,
as measured by several performance outcomes such as student academic achievement and
teacher turnover rates.
Across 12 organizational performance indexes, the magnitudes of the correlations between
teacher satisfaction and performance ranged from 11 to 54, with a mean of 28. When the
unique characteristics of the schools were statistically controlled for, teacher satisfaction and
other job-related attitudes continued to predict many of the organizational performance
outcomes. Results were strongest for teacher satisfaction thus, organizations with more

29
satisfied employees tended to be more effective than organizations with dissatisfied
employees. This study indicates that satisfaction is an important social process factor that
fasters organizational effect all organizations were secondary schools. The extent to which
similar relationships would hold for organizations in other types of industries (manufacturing,
service, etc) and occupations cannot be determined.

Ryan, Schmitt, and Johnson (1996):

Investigated similar relationships between indicated employee morale was related to
subsequent business performance indicators, customer satisfaction sentiments, and turnover
ratios. These researches attempted to study the casual relations among the variables;
However, their attempts lead to mostly inconclusive findings. Interestingly, they did find
evidence suggestive of customer satisfaction as a causal influence on morale (a finding that is
opposite of the directionality assumed by the literature). Although a tentative finding, Ryan et
al. (1996) discussed several possible explanations for it. For instance, the customer
satisfaction index was monitored closely by unit managers and success or failure likely
translated into management practices that influenced employees job attitudes. Moreover, the
researchers speculated that the particular setting may be unusual in that customer satisfaction
might be inversely related to the amount of contact with the organization (eg:- customers
without problems with the processing of their payments are likely to have less interaction
with company representatives than customers with such problems). Similar to Ostroff‟s
(1992) study, the major concern with Ryan et al‟s (1996) research is that the data were all
from one organization which limits the generalizability of the findings.

Mathew (1991):
Tested the relationship between satisfaction and organizational commitment with a non –
recursive model that permitted the simultaneous examination of the influence of satisfaction
on commitment and the influence of commitment on satisfaction. The study highlighted that
the two variables were reciprocally related but that the influence of satisfaction on
commitment was stronger.

30
 CHAPTER-3

RESEARCH

METHODOLOGY

31
 3) Research methodology
Research is the systematic process of collecting and analyzing information (data) in order to
increase our understanding of the phenomenon about which we are concerned or interested.
Research is a common parlance refers to a search for knowledge. The urge of understand
things may be rightly termed as research, in other words we can also refer research as
scientific and systematic search of pertinent information of specific topic.

The concept of research is thus closely linked with human endeavor for better understanding
of his evolution, environment and growth through diverse stages of human history. Research
therefore, has been an integral part of academic pursuits in the past. It has served two fold
purpose, intellectual sharpening and evolving new theories to explain diverse phenomenon
through which mankind survived with the progress of modern era. Human curiosity has leads
to understand his environment in different angles. This process of studying this awareness of
Man manifested in a process known as research

Descriptive Research is a fact finding investigation which is aimed at describing the

characteristics of individual, situation or a group (or) describing the state of affairs as it exists
at present. The type of research method used is descriptive. The aim of descriptive research is
to verify formulated hypotheses that refer to the present situation in order to elucidate it.
Descriptive research is used because the research is primarily concerned with describing the
nature and conditions and degree in detail of the present situation

A descriptive research is conducted using 200 respondents, where in the detailed analysis of
preference of shopping, preference on organized and unorganized outlets, latest trend towards
branded retail outlets especially on ‘Reliance fresh in “ROHTAK CITY” is of the quality of
the service is analyzed with respect to various variables and compared with the competitors to
arrive at a conclusion on the basis of finding and suggestions, which would help the company
to provide greater service and make necessary improvements in the service quality. Research
Methodology includes the overall description the process adopted for the survey of the the
project. It includes the research design, sample design, samplin g procedure, data collection
method etc. Research methodology is a way to systematically solve the research problem. It
may be understood as science of studying how research is done scientifically.
3.1) Definition of research
Research is a more systematic activity directed towards discovery and development of an
organized body of knowledge. It is directed towards aiming at a solution to a problem. It
emphasizes development of general principles of theories helpful in predicting in future
occurrence. Based on observed experience or empirical evidence. It involves gathering new
data from primary or firsthand sources and using the existing data for the new purpose.

32
 3.2) Definition of methodology
It is the study of research methods, or, more formally, a contextual framework for
research, a coherent and logical scheme based on views, beliefs and values, that guides the
choices researchers or other users make. .It comprises the theoretical analysis of the body of
methods and principles associated with a branch of knowledge such that the methodologies
employed vary depending on their historical development.
Methodology may be visualized as a spectrum from a predominantly quantitative approach
towards a predominantly qualitative approach. It provide solutions and offers a theoretical
perspective for understanding set of methods or practices can be applied to the research
question.

3.3) Definition of research methodology

It is the specific procedures or techniques used to identify , select , process and analyze
information about a topic. In a research paper, the methodology selection allows the reader to
critically evaluate a study overall validity and reliability.
It refers to the practical “how of any given piece of research”. Its about how a researcher
systematically designs a study to ensure valid results that address the research aims and
objectives.
It is the technique or specific procedure which helps the students to identify , choose , process
and analyze information a subject.
I did a research on ‘customers’ satisfaction’ at “RELIANCE FRESH” in ROHTAK CITY.
My objective was to find out whether customers are satisfied with the “RELIANCE FRESH”
in ROHTAK CITY and I did this by interviewing the customers and collecting qualitative
data and quantitative data.
For the research study to be accepted, the procedures for conducting it should be
significantly expressed. The whole plan should be defined effectively so that the researcher
can have reasons in favor of some factors and so against some other. As there is a statistical
technique for different research study, so it is highly essential that the procedures and
techniques to be applied should be explained carefully. The methodology I am, adopting for
collection of the data is Market survey method. For conducting the research I have prepared
well-structured questionnaires, keeping in mind the objectives of study. And Convenience
sampling method is used, the sample size is 200.The study is based on both Primary and
Secondary data. Research Methodology includes the overall description the process adopted
for the survey of the project. It includes the research design, sample design, sampling

33
procedure, data collection method etc. Research methodology is a way to systematically solve
the research problem. It may be understood as science of studying how research is done
scientifically.

3.4) Significance of Research

The importance or significance of research is as follows:

1. Clarification of doubts
Research is carried out to clarify and remove the doubts of researchers and the other parties
associated with it. It is a great tool to clarify the doubts and this leads to progressive path.

2. Helpful in framing policies

Research is helpful for the government in making or framing various policies for the up
liftmen of the society. This is helpful in performing work properly. Examples are like budget,
financial policies.

3. Helpful in taking protective measures

With research prediction can be based. On the basis of these predictions protective measures
can be taken well in advance to avoid any future course of mis-happening. So it acts as a base
of protective remedy.

4. Business updating and provides sounds findings

Research helps the businessman in identifying and to determine the potential consumer base,
various trends in business, potential losses or profit, market trend etc. So it is helpful in
updating the business activities and provides relevant solutions.

5. Provide detailed plan

Research helps to keep researchers on track, making the process smooth , effective and
manageable.

6. Prevent future failure

Research is an effective tool to prevent future failure or losses. Through research one can get
to know the need to change. With this one can form a strategy to combat competition and
make strategy to expand.

34
7. Better control and scientific planning with specific plan
With research one can have a better control over the situation because it is based on
observation and experimentation. With this future predictions are made, which gives better
hold and control. Research is based on scientific methods. It is based on proper principles

3.5) Conceptual Framework

It is a written or visual presentation of an expected relationship between variables. This
research work deals with the analytical study of customer satisfaction at reliance fresh in
ROHTAK city. Basic idea behind this research is to find the Viewpoint or satisfaction level
of customers regarding reliance fresh in ROHTAK city to understand them better. This
research explores to understand the customer satisfaction level . It also find out the popularity
of RELIANCE FRESH as a brand in Rohtak city. It is very important to know the outlook of
Customer towards RELIANCE FRESH in ROHTAK city. It is very interesting to know the
satisfaction level of customers while making buying decisions.
1. Conduct a review of the literature
2. Choose your variables
3. Choose your relationships
4. Create the conceptual framework
5. Choose your topic
6. Make your research question
For the research study to be accepted, the procedures for conducting it should be
significantly expressed. The whole plan should be defined effectively so that the
researcher can have reasons in favor of some factors and so against some other. As there
is a statistical technique for different research study, so it is highly essential that the
procedures and techniques to be applied should be explained carefully, as under:
It has been divided into four parts: -
1. Research Design
2. Sample Design
3. Data Collection Method
4. Data Analysis Procedure

35
 3.5.1) Research Design
A research design is the specification of method and procedure for acquiring the information
needed. Since the present study is based on exploratory research design. The research design is
the arrangement of conditions for collection and analysis of data in a manner than aims to combine relevance
to the research purpose with economy in procedure. The research carried out in this project was Exploratory
in nature.
This research work is designed and is based on the following concepts:
1) Recognition of the problem
2) Defining the problem
3) Collection and analysis of literature review from various sources to review the study
4) Collection of data
5) Operating the data using various statistical tools and techniques.
6) Analysis and interpretation of data
7) Findings, Result & Conclusions.
The methodology I m adopting for collection of data is survey method. For conducting the
research I have prepared well structured questionnaire keeping in mind the objective of study.
The study is based on both primary and secondary data.

3.6) Sample Design

An ideally selected sample, due to the time and money constraints represents the whole
universe. Thus, a sample should never be too big as to be un-manageable nor too small as to
loose its representation. In sample design, following three aspects are highlighted.
1. Determination of sample unit
2. Determination of sample technique
3. Determination of sample size

3.6.1) Sample Unit

The universe of the study is all the individuals using retail outlets preferably Reliance Fresh
in Rohtak city and the sample size of 200 is to be taken using random sampling technique.
Sample units are the members of the population from which measurements are taken during
sampling. It consists of the individuals who prefer reliance fresh as a retail outlets in Rohtak
city. The sampling unit will be customers who will shop in the retail store or the similar store.

36
3.6.2) Sample Size
Sample size refers to number of elements to be included in this study i.e. 200 respondents. By
sample size we understand a group of individuals that are selected from the general
population and are considered as a representative of the real population for that specific
study. In this study the sample size of 200 respondents is to be taken by using random
sampling technique. Sample size will be taken as 200 respondents with respondents from
inside and outside the similar retail outlet

3.6.3) Sample Technique

For the present study, the techniques of convenience sampling (i.e. non probability sampling)
is used. A due consideration should be given to the data collection so that the conclusion
comes out to be accurate. It is the name or other identification of the specific process by
which the entities of the sample have been selected.

3.6.4) Sampling Plan

Sampling is that part of statistical practice concerned with the selection of a subset of
individual observations within a population of individuals intended to yield some knowledge
about the population of concern, especially for the purposes of making predictions based on
statistical inference.

3.6.5) Sampling Method: Convenience Sampling

Convenience sampling procedure was adopted for selecting respondents; the respondents will
be mainly from Rohtak city, where the company has its retail outlets. Samples will be
collected by survey method and the response of 200 respondents will be considered for
analysis of data & interpretation.

3.6.6) Sample Frame- Regular Customers at Reliance

Fresh - I did this survey on those who were regular customers at the store. Regular
customers are those who come at least once in a month or monthly basket purchaser.

3.7) Methods of Data Collection:

Data is the essence of any research. It is the combination of facts and information to reach
any conclusion. So we can say that data collection is an important part of any research. It
included collection of primary and secondary data. The primary data is collected with the
help of observation, experiments, interviews, survey and questionnaire schedule. The

37
secondary data is collected with the help of research papers, newspapers, periodicals,
journals, thesis, government publication and website. If data is not collected in an adequate
manner, then it will produce the wrong result. In this way the purpose of the research will not
be solved. One should be very careful while collecting the data. There are two types of data.
One is primary data and other is secondary data. Primary data is first hand data. This data is
fresh and collected for the first time. Secondary data is that which is already collected,
publisher or unpublished but easy to get. This data is collected by someone. Usually, two
basic methods are used to collect primary data.

3.7.1) Tools of Data Collection In present study both primary as well as

secondary data will be used, which will helps in identifying the customer satisfaction towards
‘Reliance Fresh’ retail outlets and towards the ‘KIRANA’ shops and the latest trends of
retailing in India.

1) Observation

2) Questionnaire

Keeping in view the nature of this study, questionnaire method was found to be most
effective. The questionnaire is structured i.e. it is presented having form question in
sequence, and non-disguised.

The methodology I am, adopting for collection of the data is Market survey method. For
conducting the research I have prepared well-structured questionnaires, keeping in mind the
objectives of study. And Convenience sampling method is used, the sample size is 200.The
study is based on both Primary and Secondary data.

3.7.2) Primary Data : Under the study well-structured questionnaires is

constructed and I personally approached time to time to the staff and manager of Reliance
Fresh. Thus questioner and personal interaction constitutes primary source in the present
study. The primary data for the study will be collected by means of structured questionnaire
and will be distributed personally to the 200 respondents to get their responses. It is first fresh
hand data collected by researcher to solve the problem. It is the original information from
original source.

38
3.7.3) Features of primary data are:
● Original data
● Based on different needs of the consumer.
● Expensive
● Time consuming
● Bridges the gap of the secondary data
● It is reliable, accurate, updated and trustable
● Provides in-depth knowledge and information about the project.
● Improves the quality of research work
● Requires proper skills, experience, patience and qualified person to collect it.
● Acts as a foundation for any research work.
● Ensures the participation of respondents.
● Collected by different methods such as interview, questionnaire, and survey.

3.7.4) Methods of Primary Data

Primary data is collected through three means one is survey method which is also called field
investigation method; other is observation method and last is experimentation method.

a. Survey Method In survey method data is collected through survey, questionnaire,

and personal interviews.

b. Observation Method In observation method monitoring is done. Observation

means recording or events as and when occurs in the environment. It can be live observation
which is in front of the eyes or it can be mechanical. Video monitoring is very popular. It
keeps on recording the events as well.

c. Experimentation Method In the experimentation method the data is

collected either by means of field experiment or by means of laboratory experiment. Field
experiment is usually in the market place and laboratory experiment is in controlled
conditions.
In this research the primary data is collected through well defined
questionnaire schedule.

39
3.7.5) Secondary Data : Under study records obtained from Marketing and Sales
department to study and understand the past behaviour’s and trends are used as a secondary
source. A research design is the specification of method and procedure for acquiring the
needed information. The present study is based on exploratory research design. In sample
design sample unit , sample technique , and sample size should be determined. In this there is
a study universe and convenience technique of sampling should be used. The type of research
method used is descriptive and should be conducted using respondents and market survey .
data collected through sources should be applied by working on uncover patterns and trends
using table and graphs and on the basis of responses from the selected samples. The data
which is already collected by someone else and is readily available is called secondary data.
Generally in a research, secondary data is collected first and reviewed to gain the background
of the research study. It is an important part of any research. It can be said that this data is
actually borrowed from other. It is massively used in research work and is available in the
form of government, census report, publications of financial institutions, banks, educational
institutions etc. secondary data can be borrowed from two sources. One is internal source and
other is external source. Internal source is which is extracted from the internal or old records
of a institution or company like old invoices, balance sheets etc. and external source is trade
journals, academic publications, banks and other financial institutions.

Features of secondary data are:

a) Secondary data are easy to collect from published sources.
b) Secondary data provides base for the study of any research work. In fact it is studied first
than primary data.
c) This data is not fresh or we can say it is not new. It is already explored and recorded by
other researcher.
d) This data provides support function to the research work or to the primary data.
e) Secondary data should be used only after doing thorough background check.
f) It should be relevant to the research study.
g) It is easily available, quick and less costly.
h) This data is time saving and easily available.
i) It is useful for comparing with the primary data. After which one can make inference and
draw out conclusion.
j) It is helpful in speedy coverage of research work. It provides base for evaluation of
research findings.

40
k) It acts as a supplement and supportive tool for research study.
l) There can be absence of reliability in some cases regarding secondary data.
m) It may or may not relevant to the study. Efforts should be made to find the correct and
reliable finding source.

3.7.6) Sources of secondary data collection:

Secondary data is collected through various sources such as published printed source,
published electronic source, Government records and through public sector records.

a) Published Printed source

As the title suggest the published printed sources are the one which are recorded and
published in hardcopy format. It can be attained from books, various journals and periodicals,
from magazines and from newspapers. They are easily available and quite handy and useful.

b) Published electronic source

The data which is available in published and recorded electronic format i.e. in softcopy
format is called published electronic source. The matter is available online through e-
journals and in websites or in the form of weblogs. They are readily available. Easy to
download and can be copied in a small pen drive or in CDs. They are handy and easy to
carry.

c) Unpublished Personal Records

Sometimes data can be found in some personal letters, diaries which are not published. This
can be used for the study if it is relevant for the research project.

d) Government Records
Government collects data from time to time to frame various policies and for their official
records. It acts as a great source of secondary data. They are in the form of census data,
various health records, statistics of population and records of various educational records.

e) Public Sector Records

Apart from Government records there are several data being collected by other organization.
There are various NGO’s who collect data. Various companies collect data for their reference
and for the reference of other stake holders. Then comes financial institutions like banks and
NBFCs who collect data. They act as a great source of secondary data collection. In this
research secondary data is collected through research papers, government publications,
books, journals, online content, newspaper reports and news.

41
In this research secondary data is collected through research

papers, government publications, books, journals, online content,

newspaper reports and news.

3.7.7) Tools for Analysis Simple statistical tools like tabular analysis and
graphical methods are used in this study.

3.7.8) Field work The data is collected from the people doing shopping in
ROHTAK city where the company has outlets.

3.7.9) Data presentation and analysis The primary data was collected
by means of structured questionnaire from 200 respondents the secondary data was collected
from websites, company reports, magazines, referrals and lounge books. The data collected
from the study is analyzed by simple graph, tables, and charts and interpreted for providing
relevant recommendation.

3.8) Questionnarie (survey instrument)

This method of data collection is quite popular in case of big enquiries. A questionnaire
consists of a number of questions printed or typed in a defined order on a set of forms. The
questionnaire is mailed to respondents who are expected to read and understand the questions
and write down the reply on the space meant for the purpose in the questionnaire itself. For
the research work a well defined Questionnaire schedule is used for collection of data. A
questionnaire is a comprehensive list of questions which is asked by researcher to
respondents. It is an instrument for collecting data in uniform and comprehensive manner.
Questionnaire is considered as a tool not a method. It is a well planned list of questions which
researcher wishes to know. It is a reliable tool of collecting quantitative data.

3.8.1) Questionnaire The questionnaire will be designed to collect the data to

keep in view the objective of the study. It will be mostly closed ended and open ended short
questions for the convenience of respondents.

“A Questionnaire is simply a formalized schedule to obtain and record specified and

relevant information with accuracy and completeness”.

42
It is a set of questions arranged in a suitable and correct manner to collect data or information
from the respondents it is an integral part of any research. A good questionnaire is the
foundation or a backbone of any research study. It can be said that it is an integral part of any
research. It collects data on the subject matter of the research. Questionnaire formation is an
art rather than science. One needs to be skillful, knowledgeable, and tactful and should have
practical approach to make it. Features of questionnaire as a tool are:
● It is useful in collection of a wide range of data in a comprehensive manner.
● Questionnaire collects data in a uniform fashion. There is consistency in data collection.
● Questionnaire is a convenient way of data collection. It is convenient for both researchers
and for respondents.
● It is useful in coverage of a wide geographical area in an orderly and easy manner.
● A questionnaire can be mailed to the respondents or it can be filled for the respondents in
the way of schedule. This makes data collection easier.
● It covers personal, demographic, sentimental, economic, behavioral and
even emotional matter through respondents with much effectiveness.
● It is useful in collection of data from wide array of respondents which are large and
scattered.
For this research work the tool used for data collection is

Questionnaire schedule.

3.8.2) Questionnaire Design

The questionnaire for this research has been carefully designed. It is designed to achieve data
for our objective. It is divided into three sections. Questionnaire starts with addressing the
respondents to fill the questionnaire along with the purpose of the questionnaire. It is
mentioned in the questionnaire that the research is for academic purposes and personal
information provided will be kept confidential.
First part of the questionnaire, also referred to as part A, contains the profile of the
respondents. Its components are name, sex, age, e-mail id, education, occupation, income
range. Age is classified into various groups ranging from 20-30 years, 30- 40years to 50 years
and above. Education section is classified below graduate, undergraduate, post graduate and
others.Occupation section is divided into service, not working, business and other. Later in
this section comes the income range. Income is classified into various sections ranging from
1lakh to 2lakh, 2- 3Lakh, 3 - 4lakh, 4lakh and above. This part of the questionnaire represents
the demographic profile of the respondents which is useful for the analysis.

43
Part B of the questionnaire represents the customer satisfaction level regarding

RELIANCE FRESH in ROHTAK CITY.

In this questions about awareness about reliance fresh , preference , perception of respondents
that buy something from reliance fresh and amount spent on the purchase of products from
reliance fresh which is most brought from the reliance fresh store in the rohtakk city , and
frequency of buying , reasons for buying reliance fresh products and motive for choosing
reliance fresh products and satisfaction level among customers.
Each question is provided with appropriate options to choose from. Reasons for buying
through reliance fresh to get fulfill customer expectations and satisfaction and for knowing
awareness level and for knowing the satisfaction , perception and service level of reliance
fresh in rohtak city towards its customers to buy the products.
Part C of the questionnaire consists of questions which represents the satisfaction level of the
respondents towards reliance fresh in rohtak city . This question is based on ten factors
represented on a five point likert scale. 1 rating is given for strongly agree, 2 for agree, 3 for
somewhat agree or disagreement, 4 for agreement and 5 rating is given for strong
agreement. Factors used for the depiction of satisfaction level are price transparency, quality,
convenience , availability , brand , freshness and image. These factors have very well
depicted the satisfaction level of consumers or respondents and in turn were instrumental in
attaining our objective.
Further questions regarding parameters of reliance fresh are overall quality , value for money,
no. of cash customers and complaint and credit facility.
In the end of the questionnaire the question regarding the overall rating of reliance fresh and
rating regarding price and promotion and availability of products ,customer satisfaction and
regarding customer service on overall basis towards reliance fresh in rohtak city. The options
include the rating from high to low ,excellent to not satisfactory is given. This comes to the
end of the questionnaire.

44
 CHAPTER-4

DATA ANALYSIS AND

INTERPRETATION

45
 4) Data analysis and interpretation .

4.1) INTRODUCTION

Data collection is the systematic recording of information; data analysis involves working to
uncover patterns and trends in data sets; data interpretation involves explaining those patterns
and trends.
Analyzing survey data is an important and exciting step in the survey process. It is the time
that you may reveal important facts about your customers, uncover trends that you might not
otherwise have known existed, or provide irrefutable facts to support your plans. By doing in-
depth data comparisons, you can begin to identify relationships between various data that will
help you understand more about your respondents, and guide you towards better decisions.
Here data collected on the basis of questionnaire survey on customer satisfaction on
organized retail outlets is on Reliance fresh in rohtak city.
Walter H De vries, Zeithaml and Berryand Cronin and Taylor (2001). They conducted a
study on Quality of services by considering its various dimensions like reliability,
availability, performance, serviceability, reputation, competent staff, responsiveness and
courtesy, technical facilities, operational facilities, technical procedure and communication.
In contrast “Universal dimensions determining” the quality of services as received by
customers is tangibility, responsiveness, assurance and empathy
Cronin and Taylor (1992) the conceptualization of service quality as a gap between
expectations and performance is inadequate. The research point out the confusion is
pertaining literature over the relationship between service quality and customer satisfaction.
According to that research, the concept of service quality should be customer’s attitude
towards the service, since the concept of satisfaction is defined as a gap between expectations
and performance or disconfirmations of expectations.

The Data analysis is made purely on the basis of responses from the selected samples and on
the basis of these responses. The relevant Statistics and interpretation is mentioned in
annexure of this paper.

46
The analysis of data has been classified into the following sections:-
● Demographic profile of the respondents
● Analysis of popularity of RELIANCE FRESH.
● Analysis of coustomer satisfaction at RELIANCE FRESH in ROHTAK CITY.
Various descriptive and analytical tools and techniques were used for data analysis. The tool
used in this study is descriptive analysis. Descriptive analysis was done through tables, bar
diagram, pie charts, percentage.

4.2) Demographic Profile of the Respondents

The major demographic variables considered in this study are age, gender, educational
qualification, occupation, annual income. Demography is basically a part of social science
which is concerned with the study of human populations, their structure and change ( through
birth, death, and migration), their relationship with the natural environment, and with social
and economic change. Therefore demographic study means study of both quantitative and
qualitative aspects of human population. Quantitative aspects include composition, density,
distribution, growth, movement, size and structure of the population. Qualitative aspects are
sociological factors, such as education, age, occupation etc.
4.2.1) Age of the Respondents
Age of the respondents is the primary measure for any marketing strategy to be evolved.
Effectiveness and opinion for same product or service will be different in different age group.
Following are the age group, which has been taken for the study.
4.2.1) AGE OF RESPONDENTS

age of the respondents no. of respondents percentage

20-30 104 52%
30-40 56 28%
40-50 24 12%
50&above 16 8%
total 200 100%

47
4.2.1) Age wise classification of sample respondents

no. of respondents

26%
20-30
30-40
50% 40-50
50&above
14% total

6%
4%

Analysis: From the above graph and table presented above it is evident that majority of
the respondents are of age in between 20-30 years.

Interpretation: Age-wise bifurcation of respondents is displayed on the graph above.

Maximum i.e. 52% of consumers are from the young age group of 20-30 years, next 28% of
consumer are from age group 30-40, 12% of the consumers are from age group 40-50, 8% of
the consumers are from age group 40- 50 above.

Maximum respondents are from age group 20- 30 and 30-40 together they are in the age
group 20-40 which can be considered as a prime age where consumers start savings, think of
investing.

48
4.2.2) Gender of the Respondents:-
Men and women buy reliance fresh products with different perceived quality. Moreover
wealth demonstration is a satisfaction level of both the groups. It influences how people
perceive themselves and each other. It refers to the no. of respondents as male and female that
be satisfy be reliance fresh as a retail outlets.
4.2.2) Gender of the Respondents (Gender ratio)

Gender No. of respondents percentage

Male 108 54%
Female 92 46%
Total 200 100%

4.2.2) GENDER WISE CLASSIFICATION OFSAMPLE RESPONDENTS

250

200
200

150

108 No. of respondents

100 92 percentage

50

54% 46% 100%

0
Male Female Total

Analysis: From the above graph and table presented above it is evident the respondents
as male or female.

Interpretation: The above figure shows that most of respondents belong to age group
between 18-28 years. From the table and bar graph presented above, the distribution of the
shoppers is evident. This question was aimed to identify the distribution between the two
genders. It can be deducted that male respondents are more as compared to female
respondents.

49
4.2.3) Occupation
The occupation of an individual plays a significant role in influencing his/her buying
decision. An individual’s nature of job has direct influence on the product and brands he
picks for himself/herself. Consumers who are employed, businessman and professionals are
very much interested in buying products and consumers who are housewife are attracted to
buy reliance fresh products. Occupation is an important factor. Consumers of different
occupations namely business, housewife, employed, retired have been covered in this study.
4.2.3) OCCUPATION OF RESPONDENTS

occupation no. of respondents percentage

student 53 26.50%
employed 88 45%
retired 11 5.50%
homemaker 21 10.50%
businessman 27 13.50%
total 200 100.00%

4.2.3) OCCUPATION WISE CLASSIFICATION OF SAMPLE

RESPONDENTS

total 100.00%
200

businessman 13.50%
27

homemaker 10.50%
21
percentage
retired 5.50%
11 no. of respondents

employed 45%
88

student 26.50%
53

0 100 200 300

Analysis: From the above graph it is evident that most of respondents are employed and less

percentage of others.

50
Interpretation: Occupation wise bifurcation of respondents is displayed in the graph
above. Maximum of 44% are employed and other 26.50 are students , and 13.50% fall in the
category of businessman , and 10.50 % of respondents are fall in the category of homemaker
and remaining fall in the category of retired respondents.

4.2.4) Average Monthly Income of the Respondents

Monthly Income of the consumers is an important factor which determines the satisfaction
level towards reliance fresh as a branded retail outlets. Consumers who belong to the high
income are very much attracted towards the reliance fresh. Monthly income is the main factor
which determines the purchasing power of the consumers and their satisfaction level towards
reliance fresh.Hence it is included as one of the economic variables.
4.2.4) INCOME OF THE RESPONDENTS

Income No. of respondents percentage

100000-200000 72 36.00%
200000-300000 29 14.50%
300000-400000 45 22.50%
400000&above 54 27.00%
Total 200 100%

4.2.4) Income wise classification or representation of the

respondents are as follows:

100000-200000 classification or 200000-300000 or 300000-4000000

and 4000000&above representation on the basis of percentage.

51
 percentage

27%
36% 100000-200000
200000-300000
300000-400000
400000&above
23%
14%

Analysis: From the above graph it is evident that most of respondents are having income
level in between 100000-200000.

Interpretation: The above graph shows that out of 200 sample respondents 36% of
the respondents have average income of Rs 1-2lakh. 14.50 % of the respondents have income
lies between 2-3lakh. 22.50% Of the respondents have income lies between 3-4lakh. And
27% of the sample respondents have income lies between 4lakh and above. An analysis of the
monthly income of the respondents has revealed that the majority of the respondents have
income between 1-2lakh.

4.2.5) FAMILIAR WITH RELIANCE FRESH

familiar No. of respondents percentage

Yes 186 93.00%
No 14 7.00%
Total 200 100%

4.2.5) Graph wise representation of sample respondents that are

familiar or not with reliance fresh.

52
 Chart Title
250
200
200 186

150 Series1
Series2
100
percentage
50
14
0 93.00% 0 7.00% 0 100%
0
1 2 3 4 5

Analysis: From the above graph it is evident that most of respondents are familiar with
RELIANCE FRESH.

Interpretation: The above graph shows that out of 200 sample respondents 93% of
respondents are familiar with reliance with reliance fresh and rest 7% of sample respondents
are not familiar with reliance fresh so majority of familiar with reliance fresh is mentioned.

Here , majority of sample respondents is 93%

1. And then less majority of 7%

2. Hence , the conclusion is that the number of respondents are more familiar with a
reliance fresh

4.2.6) Shopping frequency of sample respondents

Shopping frequency No. of respondents percentage
daily 26 13.00%
weekly 49 24.50%
monthly 70 35.00%
occasionally 55 27.50%
total 200 100%

53
4.2.6) shopping wise representation of sample respondents

100%

100% 13.00%24.50%35.00%27.50% 100%

100%
percentage
99% No. of respondents
26 49 70 55 200

99%

Analysis: From the above graph frequency of shopping is evident. Of the 200

respondents it shows that 13% of the respondents do shopping daily, 24.50% of the
respondents do shopping weekly, 35% of the respondents do shopping monthly and 27.50 %
of the respondents shop occasionally.

Interpretation: The above figure shows that most of the respondents do shopping
occasionally and monthly. It can be deduced that people who visit daily and weekly are those
people who visits various stores for their regular needs and also may be because of the benefits by
the stores such as discounts and offers.
4.2.7) Awareness about reliance fresh from sample respondents

awareness no. of respondents percentage

newspaper 50 25.00%
hoardings 29 14.50%
brochure 26 13.00%
relatives 41 20.50%
mails 12 6.00%
others 42 21.00%
total 200 100.00%

54
4.2.7) awareness wise representation of sample respondents
200
200
180
160
140
120
100
80 no. of respondents
50 42
60 41
29 26 percentage
40 12
20 25.00% 13.00%
14.50% 100.00%
20.50%6.00%21.00%
0

Analysis: From the above graph it is evident that most of respondents are aware with
RELIANCE FRESH through newspaper.

Interpretation: Next I asked them how they got to know about Reliance Fresh and I
saw that- 25% of the respondents know about RELIANCE FRESH through newspaper and so
they automatically get to know about Reliance Fresh by reading newspaper. 20% of them
have come to know through their friends and relatives. 21% have come to know from others
and 14% of them have come to know through hoardings and 13% have got to know through
brochure. Very few people got to know through mails i.e. 6% each

4.2.8) Preference of respondents towards branded retail outlet

Reliance fresh

preference no. of respondents percentage

Reliance
fresh 103 51.50%
niligris 13 6.50%
big market 41 20.50%
smart 9 4.50%
kirana shops 34 17.00%
total 200 100%

55
4.2.8) preference wise representation of sample respondents

Chart Title

Reliance fresh
26%
26% niligris
big market
50%50%
3% 3% smart
10% kirana shops
2% 10%
9% total
2%
9%

Analysis: From the above graph it is evident that most of respondents are prefer
RELIANCE FRESH more as branded retail outlets.

Interpretation: From the above graph it is evident that 51.50% of respondents prefer
branded retail outlets in which Reliance Fresh has a maximum share and then 20.50% of
respondents prefer big market and then 17% of respondents prefer kirana shops and
remaining 6.50%and 4.50% prefer niligris and smart as a branded retail outlets. Maximum
number of people does shopping in RELIANCE FRESH as a branded retail stores for their
regular needs and also may be because of the benefits by the stores such as discounts and
offers.
4.2.9) Perception about reliance fresh of sample respondents

Perception NO. of respondents percentage

Excellent 71 35.50%
Good 54 27%
Satisfactory 64 32%
Not satisfactory 11 5.50%
Total 200 100%

56
4.2.9) Perception wise classification or representation of sample

respondents

Total 100%
200

Not satisfactory 5.50%

11

Satisfactory 32% percentage

64
NO. of respondents
Good 27%
54

Excellent 35.50%
71

0 50 100 150 200 250

Analysis: From the above table and graph the satisfaction and perception level of
respondents is evident with respect to branded retail outlets RELIANCE FRESH.

Interpretation: Of the 200 respondents we interpret that 35.50% of the respondents

are agreed with excellent perception about RELIANCE FRESH. 32% of the respondents
agreed with satisfactory perception about RELIANCE FRESH. 27% of the respondents
agreed with good perception about RELIANCE FRESH and remaining5.50 % of the
respondents agreed with not satisfactory perception rating about RELIANCE FRESH. From
the responses it can be inferred that most of the respondents are happy by the retail outlets
and there are very less people who are not satisfied by retail outlets.
4.2.10) Employees Behavior

Behavior No. of respondents percentage

Strongly agree 59 29.50%
Agree 67 34%
Somewhat
agree 59 30%
Disagree 15 7.50%
Total 200 100%

57
4.2.10) Graph wise representation of Employees behavior towards

respondents

250
200
200

150 Behavior
No. of respondents
100
59 67 59 percentage
50
15
029.50%0 34% 0 30% 07.50% 0100%
0
1 2 3 4 5 6

Analysis: From the above table and graph the Employees behavior towards customers is
evident with respect to branded retail outlets RELIANCE FRESH.

Interpretation: Of the 200 respondents 33.50% respondents agree that employees in

store are polite and friendly, 29.50% have strongly agreed, 29.50% have somewhat agreed and
only 7.50% respondents have disagreed about the employee behavior. Maximum number of
customers that is 33.50% are happy with behavior of employees in the RELIANCE FRESH retail
outlets.

4.2.11) Factors Influencing purchase

Factors no. of respondents percentage
advertisement 48 24%
brand ambassador 41 20.50%
product display 47 23.50%
suggestions from friends and relatives 38 19%
others 26 13%
total 200 100%

58
4.2.11) Graph wise representation of factors influencing purchase of

sample respondents

no. of respondents
advertisement

48
brand ambassador
41
200
47 product display

38 suggestions from friends

26 and relatives
others

total

Analysis: From the above table and graph factors that affect the purchase power of the
respondents is evident with respect to branded retail outlets RELIANCE FRESH.

Interpretation: From the table and graph presented above the affect of media
towards the purchase of products is evident. Out of the 200 respondents 24% of the
respondents are influenced by advertisement, 20.50% of the respondents are influenced by
brand ambassador, 23.50% of the respondents are influenced by product display, 19% of the
respondents are influenced by suggestion from friends and relatives and 13% of the
respondents are influenced by other media. The purchase of products is mainly influenced by
advertisement and then it is followed by product display and remaining by brand ambassador,
suggestions from friends and relatives and others.
4.2.12) Overall satisfaction level of sample respondents towards

RELIANCE FRESH

satisfaction level no. of respondents percentage

very satisfied 64 32%
satisfied 61 30.50%
not sure 64 32%
unsatisfied 11 5.50%
total 200 100%

59
4.2.12) Sample wise representation of sample respondents

regarding overall satisfaction level

total 100%
200

unsatisfied 5.50%
11

not sure 32% percentage

64
no. of respondents
satisfied 30.50%
61

very satisfied 32%

64

0 50 100 150 200 250

Analysis: From the above table and graph satisfaction level of the respondents is evident
with respect to branded retail outlets RELIANCE FRESH.

Interpretation: The above graph shows overall satisfaction level of Reliance Fresh
products. 32% of the respondents are very satisfied with Reliance Fresh products, 30.50% of
the respondents are satisfied with the Reliance Fresh products, 32% of the respondents are
not sure and 5.50% of the respondents are unsatisfied with the Reliance Fresh products.
Analyzing the responses from customers and above table and graph it can be said that
maximum number of customers are very satisfied with the ‘Reliance Fresh’ products.
4.2.13) Number of customers availing basket offers

Basket offer no.of respondents percentage

yes 116 58%
no 84 42%
total 200 100%

60
4.2.13) Graph wise representation of sample respondents that avail

basket offers

no.of respondents

29%
yes
50% no
total
21%

Analysis: From the above table and graph number of the respondents that avails basket
offers is evident with respect to branded retail outlets RELIANCE FRESH.

Interpretation: First I need to know what basket offer actually is. Basket offer
actually means combo offers. This includes some specific combination products at a
discounted price, like 5kg Pillsbury Atta, 3 liters Nature Fresh Actilite Soybean oil and 2 kg
R-value Sugar can be bought for Rs. 349/-, but the MRP is more than Rs. 400. This is a
basket offer.

When I asked how many customers avail basket offers I observed- most of them avail these
offers .58% of the respondents avail it and 42% of them don’t avail basket offers.

4.2.14) Number of respondents that are satisfied with combination

of products of basket offers

combination no. of respondents percentage

yes 121 60.50%
no 79 39.50%
total 200 100%

61
4.2.14) Graph wise representation of sample respondents that are

satisfied with combination of basket offers

Chart Title
200
200

150 121
no. of respondents
100 79
percentage
50
60.50% 39.50% 100%
0
yes no total

Analysis: From the above table and graph number of the respondents that satisfy with
the combination of products of basket offers is evident with respect to branded retail outlets
RELIANCE FRESH.

Interpretation: Out of the 200 sample respondents it is evident that more customers
are satisfied with combination of products of basket offers.
Now the question comes if customers are satisfied with combination of products of basket
offers. Yes, Almost 60.50% of respondents are satisfied and 39.50% of the respondents are
not aware of the combinations offered hence are not satisfied with the combination of
products of basket offers.
4.2.15) Closest Competitor of Reliance fresh

Competitor no. of respondents percentage

food bazar 38 19%
big bazar 64 32%
spencer 27 13.50%
spinach 31 15.50%
more 40 20%
total 200 100%

62
4.2.15)Graph wise classification of sample respondents regarding

closest competitor of reliance fresh

Chart Title
250
200
150
100 200
50
38 64 40
0 27 31 100%
19% 32% 13.50% 15.50% 20%
food big
spencer spinach more total
bazar bazar
no. of respondents 38 64 27 31 40 200
percentage 19% 32% 13.50% 15.50% 20% 100%

Analysis: From the above table and graph closest competitor with respect to branded
retail outlets RELIANCE FRESH is evident.

Interpretation: Out of the 200 respondents. When I asked the customers who they
think is the closest competitor of Reliance Fresh, I got to know that-
 Majority of the customers almost 32% think that big bazaar is the closest competitor.
 Followed by more (20%).
 Food Bazar (19%).
 A very few respondents supported Spinach and spencer (15.50 and 13.50%).

4.2.16) Future trend –the market share of RELIANCE FRESH

Rating no. of respondents percentage

Strongly agree 60 30%
Agree 61 30.50%
Somewhat agree 63 31.50%
Disagree 16 8%
Total 200 100%

63
4.2.16) Graph wise classification of sample respondents regarding

to future trend

100%
Total 200

8%
Disagree 16

31.50% percentage
Somewhat agree 63
no. of respondents
30.50%
Agree 61

30%
Strongly agree 60

0 50 100 150 200

Analysis: From the above table and graph the future trend – the market share with
respect to branded retail outlets RELIANCE FRESH is evident.

Interpretation: Out of the 200 respondents, When I asked the customers who think
that the market share of Reliance Fresh, in ROHTAKCITY will increase. I got to know that-
31.50% of respondents are somewhat agree regarding this, and 30.50% of respondents are
agree and 30% of respondents are strongly agree and there is less percentage of respondents
that are disagree i.e. is 8%.

64
4.2.17) Factors Influence Purchase of Reliance Fresh Products

factors nor percent import percent Very percent Total of Total of

mal age ant age import age respond percent
ant ents age
price 47 25.50% 49 35% 104 39.50% 200 100%
Quality 34 35% 87 39.50% 79 25.50% 200 100%
Convenie 59 55% 83 25% 58 20% 200 100%
nce
Availabil 67 27.50% 67 37.50% 66 35% 200 100%
ity
Brand 84 45% 74 15.50% 42 39.50% 200 100%
Freshnes 54 44.50% 65 35.50% 81 20% 200 100%
s
Image 78 39.50% 68 35% 54 25.50% 200 100%

4.2.17) Graph wise classification of sample respondents related to

factors that influence purchase of reliance fresh products

200
180
160
140
120 price
100
Quality
80
60 Convenience
40
20 Availability
0 Brand
Freshness
Image

Analysis: From the above table and graph the factors influencing purchase with respect
to branded retail outlets RELIANCE FRESH is evident.

Interpretation: From the above graph it shows that factors affecting on purchase of

65
more products.

Price Factor
39.50% respondents have rated price very important, 35% rated important, 25.50% rated
normal.
Quality factor
25.50% respondents have rated quality as very important, 39.50% rated important, 35% rated
normal.
Convenience Factor
20% respondents have rated convenience as very important, 25% rated as important, 55%
rated as Normal.
Availability Factor
35% respondents have rated convenience as very important, 37.50% rated as important,
27.50% rated as Normal.
Brand factor
39.50% respondents have rated convenience as very important, 15.50% rated as important,
45% rated as Normal.
Freshness factor
20% respondents have rated convenience as very important, 35.50% rated as important, 20%
rated as Normal.
Image factor
25.50% respondents have rated convenience as very important, 35% rated as important,
39.50% rated as Normal.
Majority of the customers prefer quality with lesser price along with availability of product.
The other factors which influence the buying behavior of customers are brand, convenience
of the store, freshness and image. The influencing factors differ for different customers
according to their taste and preferences.

66
4.2.18) Satisfied with parameters of reliance fresh

para sat resp per Ve resp per diss resp per Tota Tot
mete
isfi ond cen ry ond cen atis ond cen l of al
rs
ed ents tag sat ents tag fied ents tag resp of

e isfi e e ond per

ed ents cen

tag

Ove 25 25.5 65 35.5 110 39% 200 100

rall 0% 0% %

qua

lity

Val 25 25.5 65 35.5 110 39% 200 100

ue 0% 0% %

for

mo

ney

No. 85 35% 25 25% 90 40% 200 100

of %

cas

cus

tom

ers

Co 85 35% 25 25% 90 40% 200 100

mpl %

aint

67
and

cre

dit

faci

lity

4.2.18) graph wise reperesentation regarding parameters of reliance

fresh

100%
25 25%
90% 35% 90 40% 200 100%
80% 85 25
70% 25% 90
60% 40% 200 100%
35% 65 Series5
50%
85 35.50% 110
40% 39% 200 100% Series4
30% 25.50%
20% Series3
25 65 35.50%
25.50% 110 39% 200 100%
10% 25 Series2
0% 0
Series1

Analysis: From the above table and graph the paramaters of branded retail outlets
RELIANCE FRESH is evident.

Interpretation: From the above graph it shows that following parameters of reliance
fresh are:
Mostly customers are very satisfied and dissatisfied with the overall quality and value for money
i.e. is 35% and 39% and remaining are satisfied.
Mostly customers are satisfied and dissatisfied with the no. of cash customers and complaint and
credit facility i.e, is 40% . majority of the respondents is satisfied .
By analysis of above graph and table we come to know that

68
Overall quality From the 200 respondents some are very satisfied, some are
satisfied, some are unsatisfied.

Value for money Out of 200 respondents some are very satisfied, some are satisfied,
some are unsatisfied.

No of cash customers Of the 200 respondents some are very satisfied, some are
satisfied, some are unsatisfied

Complaint Handling Out of 200 respondents some of respondents are very

satisfied, some of respondents are satisfied, some are unsatisfied.

69
4.2.19) Rate your display of product

Rating no. of respondents percentage

1 18 9%
2 14 7%
3 37 18.50%
4 57 28.50%
5 74 37%
total 200 100%

4.2.19) Graph wise representation of sample respondents related to

rating of product display

250

200 100%

150
percentage
100 200 no. of respondents

37%
50 28.50%
18.50% 74
57
9% 7% 37
18 14
0
1 2 3 4 5 total

Analysis: From the above table and graph the rating regarding to product display with
respect to branded retail outlets RELIANCE FRESH is evident.

Interpretation: out of the 200 respondents, 37% of respondents rate 5 and 28.50% of
respondents rate display of product as 4 and 18.50% rate display of product as 3, and 9% of
respondents give rating as 1 and there is less majority of respondents i.e. 7% that rate as 2. So
more of respondents that rate as 5 has more majority.

70
4.2.20) Rate reliance fresh regarding availability of products

availability rating no. of respondents percentage

super high 63 31.50%
moderate 109 54.50%
low 28 14.00%
total 200 100%

4.2.20) Graph wise classification of sample respondents regarding

rating of availability of products

total 200 100%

low 28 14.00%
no. of respondents
percentage
moderate 109 54.50%

super high 63 31.50%

99% 99% 100% 100% 100%

Analysis: From the above table and graph the rating regarding to availability of products
with respect to branded retail outlets RELIANCE FRESH is evident.

Interpretation: out of the 200 respondents, 54.50% of respondents rate moderate

and 31.50% of respondents rate availability of products as super high and 14.00% rate
availability of product as low and there is less majority of respondents i.e. 14% that rate as
low. The number of respondents that gives rating as moderate regarding availability of
products has more majority.

71
4.2.21) Rating reliance fresh regarding price and promotion offers

Rating no. of respondents percentage

2* 30 15.00%
3* 26 13.00%
4* 73 36.50%
5* 71 35.50%
Total 200 100%

4.2.21) Graph wise representation of sample respondents regarding

rating to reliance fresh related to price and promotion offers

250

200 100%

150
percemtage
100 200 no. of respondents

36.50% 35.50%
50
15.00% 73 71
13.00%
30 26
0
2* 3* 4* 5* Total

Analysis: From the above table and graph the rating regarding to availability of products
with respect to branded retail outlets RELIANCE FRESH is evident.

Interpretation: According to the survey, rating of the respondents regarding the price
and promotion offers available at store. I got- 36.50% of respondents rate as 4* and 35.50%
of respondents rate as 5* and 15% of respondents rate as 2*and 13% of respondents rate as
3*.So , majority of respondents that give rating 4* is highly recognized.

72
4.2.23) rating regarding on customer service and on overall basis

Rating on overall basis no. of respondents percentage

high* 78 39%
moderate* 95 47.50%
low* 27 13.50%
total 200 100%

4.2.23) Graph wise representation of sample respondents regarding

rating to reliance fresh related to price and promotion offers

100%
total 200

13.50%
low* 27
percentage
47.50% no. of respondents
moderate* 95

39%
high* 78

0 50 100 150 200

Analysis: From the above table and graph the rating regarding customer service and on
overall basis with respect to branded retail outlets RELIANCE FRESH is evident.

Interpretation: According to the survey, rating of the respondents regarding the

customer and overall service available at store. I got- 39% of respondents rate as high* and
47.50% of respondents rate as moderate* and 13.50% of respondents rate as low*. So ,
majority of respondents that give rating moderate* is highly recognized.

73
4.2.24) Service provided by reliance fresh

service no. of respondents percentage

excellent 64 32%
good 51 25.50%
satisfactory 69 34.50%
not satisfactory 16 8%
total 200 100%

4.2.24) graph wise representation of sample respondents of

satisfaction related to service

32%

64 excellent
good
25.50%
51
100% 200 satisfactory
not satisfactory
69
total
16
34.50%

8%

Analysis: From the above table and graph shows the service provided by branded retail
outlets RELIANCE FRESH is evident.

Interpretation: According to the survey, out of 200 respondents regarding service

provided by reliance fresh. I got- 34.50% of respondents are satisfactory and 32% of
respondents gives excellent reviews and 25.50% of respondents gives good reviews and 8%
of respondents are not satisfactory So , majority of respondents that give satisfactory reviews
is highly recognized.

74
 CHAPTER-5

CONCLUSIONS

AND

RECOMMENDATIONS

75
 5) Conclusions and recommendations
In the survey, interviews and study conducted above, I came across many factors that
influence the consumers’ satisfaction on organized Reliance Fresh retail store in ROHTAK
CITY and their subsequent shopping and buying decisions. Here, I present the findings
gathered and the suggestions I offer to companies based on the data gathered and analyzed.
The number of male respondents was more that is 54% as compared to the female
respondents that was only 46%. 36% of respondents fall under the income category of
100000to 200000. 44% of respondents are employed. 52% of the shoppers who visit retail
outlets regularly are the youth between the ages of 20 to 30 years. The survey indicates that
the 35% of the respondents visit the retail store monthly and 27.50 % of the respondents visit
occassionaly. The most preferred store by respondents is Reliance Fresh that is 51.50%.
Compared to competitors Reliance Fresh is the most visited store to shop. Due to competition
respondents have different favourite stores according to their taste and preferences. The
highest number of response is attributed to Reliance Fresh for attracting people of many
income groups. Mostly customers are satisfied with the service provided by the retail stores.
Stores performing well in attracting the customers. Reliance Fresh provides better shopping
experience. The respondents are expecting huge price and promotion offers from Reliance
Fresh stores. Cleanliness and hygiene maintained in the store is up to the mark. Majority of
customers prefer retail outlets for shopping. Customer prefer to purchase products on
Reliance Fresh retail outlets that indicates customers are attracted towards Reliance Fresh
outlets it indicates.It has a good market potential in future. Majority of the respondents are
happy with the behaviour of the employees towards customer service. Service provided by
the retail stores is very good as compared to the other stores. The majority of customers are
aware about Reliance Fresh newspaper , product display, suggestion from friends and
relatives and there is a lot of scope to promote through others . The main parameters for
purchase in preferred store are price, quality, availability, brand, freshness and image. Many
of the people go for unplanned shopping. Most customers prefer shopping at retail outlet due
to the wide assortment of products available. Giving gifts, offers and discounts have more
effect on consumer buying decisions.
The study reveals that the employees in the retail stores are not pressurizing customers to
purchase. It is evident that majority of the respondents are more concerned with quality and

76
price of the products provided in the retail stores. Satisfaction towards retail stores is highly
dependent on price & quality of product.
Customer Service provided by the Kirana stores is satisfactory but most of the respondents
are willing to visit the retail outlet. Reliance Fresh is the most recommended store by the
respondents to their friends and relatives for shopping.

5.1) FINDINGS
I have two kinds of findings from my project. Some I got from the survey among the
customers and others I got from my observations.
Let us first discuss what I found from the survey. 25% of the customers come to know about
Reliance Fresh from newspaper that has a vast majority. 35% of the customers prefer to visit
the store monthly. That means they prefer to visit the store monthly. They buy their products
on monthly basis. 58% of the customers are satisfied with the basket offers or avail the offer
available. 37% of the customers rate at 5 with the display of products. That means they find
their products very easily when they visit the store. 36.50% of the customers rate 4*
regarding the price and promotion offers provided by the store, though 35.50% of total
customers gives rating as 5*. They think more price and promotions offers should be
provided on products. 60.50% of the customers are satisfied with the basket offers. But those
who avail it are satisfied with the combination of products. Some customers are not aware of
the combinations offered. The customers are satisfied with the price and quality of Reliance
fresh in ROHTAK CITY. Many of the customer said that the price , availability, freshness
and image etc. are some factors that exhibit when you purchase Reliance fresh products in
ROHTAK CITY. 47.50% gives moderate rating regarding overall customer service at the
store.

5.1.1) FINDINGS (By Observation): Now comes what I found from my

observations and experiences during the project. I have used questionnaire and also based on
my observation in Reliance fresh in rohtak city. Many Customers want veg products at the
store. There is a high demand for veg food product. Many customers are not aware about the
offers which are going on at the store, so that they can know about the offers. I often noticed
that CSAs are not conveying the offers to the customers and some of them don’t push sale
much. CSAs are less motivated to their work. Customers often complain about the quality of
fruits and vegetables. Fruits and vegetables are often not fresh and rotten. Customers often

77
complain that price in Reliance Fresh is higher compared to local market and other organized
retails provide more discounts than our store.

5.2) Recommendations

According to the findings I want to suggest some recommendations. I have two kinds of
recommendation. First is what I derived from the findings from survey and the second is
based on my observation and experiences.

5.2.1) First come recommendations based on Survey Reliance

Fresh (DP) should increase their store awareness among the existing customers and try to
attract new customers by doing different types of promotional activities, like competitions,
game shows, distributing leaflets etc. Store should introduce more discounts & offers, as the
customers think they should have more price and promotion offers. Store can introduce offers
on those products that have high profit margin. It will attract more customers. The store can
offer good combination of products and make customers aware of basket offers by more
promotion and display of it, the customers are not aware of the combinations of products in a
basket offer. I have seen many people do not avail basket offers as they do not like the
combination offered. Store can observe which products are high in demand and make basket
offers with those products so that more customers buy it.

5.2.2) second based on observation: I would also like to suggest some

recommendations which are based on my observation. Some staffs of the store need more
training on customer service and push selling. Each staff should be made aware of the offers
and prices available at the store to provide better customer service. Staffs should be
motivated by frequent praises and appraisals. Store can try to sale fresh fruits and vegetables
as customers often complain about the quality of fruit and vegetable. Reliance Fresh can keep
the price at par with local market to gain competitive advantage over local stores. Reliance
Fresh can introduce more variety of products to satisfy customers’ need. Following points
should evaluate: Customer Satisfaction Level, Integrated view of the

consumer, To explore means maintain long term relationship with

the Customer

78
5.3) SUGGESTIONS: The level of customer satisfaction is ranging at moderately
satisfied level, to make reach this level to the “FULLY SATISFIED LEVEL” the store has to
under go with the following suggestions. Performance need to be improved. Hence, the store
has to provide the IMPROVISED TRAINING. Unsatisfied respondents suggested to
introduce two more options towards payment of bills( Exchange with replacement and
Reliance Card. Thus the Reliance store is recommended to adopt these options.“PRODUCT
AVAILABILITY” needs to be improved. Thus the store is recommended to continuously
replace and refill on display & in stock. To make reach the customer loyalty “FULLY
SATISFIED” the Reliance Store in Rohtak city is recommended to adopt the following
suggestions , the store has to take necessary steps to satisfy the customers. The Reliance
Fresh pricing strategy is high in comparison to the other super markets. Hence necessary
steps are to be taken. Product quality need to be improved, though the ratio is less. The firm
is recommended to work towards satisfied this.By doing this customer loyalty and
satisfaction will improve. So it is recommended the causes behind this negative feedback and
to provide necessary training and motivation programmes. If these suggestions are worked
out efficiently, then the integrated view of the customers across the enterprise becomes
positive.

5.4) conclusion: The study is an attempt to measure customer’s satisfaction at

Reliance Fresh outlets in Rohtak city . The customers are the main asset for any organization,
without satisfying them no organization can be run well. Customer satisfaction towards retail
stores is affected by various factors. This survey was meant to identify the customer
satisfaction level towards Reliance Fresh retail stores in Rohtak city . Findings of this
research suggest that the level of customer satisfaction is highly affected by the quality and
price of the products, wide range of products and location and conveyance are more attracting
customers to visit the retail outlet.
It is found that most of the customers of Reliance Fresh retail store in rohtak city are satisfied
by the quality of service, convenience, complaint handling, and employee’s behaviour
availability of products, branded products. But the customers are not satisfied with the credit
facility, high price and lesser number of outlets. The analysis shows that Reliance Fresh
outlets have been fairly successful with their marketing strategies and customer retention, but
they still have to upgrade services like more efficient billing, better parking facilities and
wider range of product availability to meet the competition.

79
The store should concentrate more on the F & V (fruits and vegetables) section .As it is
perishable in nature and has a short shelf life, it require more concentration. Store should take
care of indent because proper indent can solve half of the problem and the rest can be handled
by following various practices like reducing wastage by the means of proper handling of
F&V (fruits and vegetables). This includes treatment of green vegetables, proper cleaning etc.
and last but not the least by increasing the sales not only of F&V. But also for other products
which is only possible by retaining our customers by the way of promotions. From the study
and research survey I can conclude that the Reliance Fresh is a good retail outlet for shopping
comparing to other retail outlets such as More, Big Bazar, Smart, Nilgiris etc.
The strategy of Reliance fresh is very effective as they know very well how to attract
customers, which is reflected in the vast custom they enjoy in relation to others. A good and
friendly behaviour of sales personnel’s in the store is also a reason for increase in sales. Due
to the upsurge of the retail sector, unorganised sectors are perishing because of their old
concepts, poor service, non - competitive pricing etc. Therefore they have to upgrade their
performance in order to compete with the big leagues.
To conclude it can be said that most of the Reliance Fresh customers are happy with the
service received. More, Nilgiris, Total, Smart, Big Bazaar are tough competitors of Reliance
Fresh even though Reliance Fresh is trying hard to attract the customers by introducing new
offers schemes etc to capture the market share.
Now at the end of my Project when I think what I got many thing during my project report,
the one thing that comes to my mind is that this has been a life time opportunity and a great
learning experience for me. Some of the things that I learned are:

 How to handle customers: The first thing that I learned is how to handle customers.
After a lot of experience at store I realized that it is a very difficult job to make a
customer satisfy as they are always complaining about something or the other.

 Flexibility in work: One of the major lessons that I got is flexibility in work. I had to
work there for 9 hours every day and sometime more than that. I had to stand there all
the day and finish the tasks assigned. I realized it is very difficult to adjust with the
schedule of retail stores. For the first time in my lives I learnt to work on Sundays and
holidays.

 Exposure of Retail industry: Before going to the SIP I did not know much about
Retail Industry. But after finishing this project I got an exposure of Retail, an

80
 extremely profitable and established business in the first world countries and an
emerging sector in our country. As I have chosen Retail as my minor specialization
this experience will help me in my future.

 Time Management: I learned how to manage a number of tasks in a given time. At

store I had to deal with customers and I was given tasks by the store manager and
store supervisor which I had to finish on time. At the same time I worked on my
project. Thus I learned time management.

 Experience of working in a group: The last thing that I learned is how to work in a
group. I worked with other staffs at the store. It was my first experience to work as a
team in the corporate world.

81
5.4.1) Limitations of the study: During the project I faced certain
limitations. All customers did not respond to our survey. That may be because of two reasons.
Some of them were in hurry; they didn’t have time for answering the questions. Some of
them were not interested to answer the survey. Some amount of bias cannot be ruled out as
the sample size is not enough to cover a large population and lack of interest by the
respondents. The respondent response may have the bias, which may not give true picture
about the chosen research topic. The sample size is restricted to Chennai and the sample size
of this survey is 52.The study depends on the Availability of the customers. The study depicts
customer strength to wider market network. The data are collected through questionnaire.
when compare with their previous visit, the respondents said that there is a need to improve.
When generally asked about their shopping experience in Reliance Fresh which includes two
factors a) Ambiance and b) Counter Transaction the respondents said “Need to be Improved”
the Ambiance and some of the respondents said “Not Satisfied” with the Counter transaction.
Further said that percent of the respondents said need to be improved when asked about their
billing experience. Thus it is suggested to find out the causes for negative response and to
work on it. So that, it leads to overall customer satisfaction and enhance adds a configuration
towards maintaining long term relation with them.

82
 REFERENCES

AND BIBLIOGRAPHY

83
 REFERENCES
1) Magazines and journal :
 Indian journal of marketing
 Retail magazine
 Business line
 Economic times
 Business world

2) Books :
 Research methodology
 Retailing management
 Consumer behavour and satisfaction

3) REALANCE website
4) Internet source :- GOOGLE

84
ANNEXURE

A
 ANNEXURE
QUESTIONNARIES

ON

Customer satisfaction at reliance fresh

Respondent’s Name?

………………………………………………………………………………………...

1)Gender?

a) Male
b) Female

2)Are you a ?

a) Student
b) Retired
c) Businessman
d) Homemaker
e) Employed

3).Age ?

a) 20-30
b) 30-40
c) 40-50
d) 50&above

4) Annual income ?

a) 100000-200000
b) 200000-300000
c) 300000-400000
d) 400000&above

B
5.Are you familiar with reliance fresh?

a) Yes
b) No

6.How often do you visit reliance fresh?

a) Daily
b) Weekly
c) Monthly
d) Occasionally

7.From where did you get know about reliance fresh?

a) Newspaper
b) Hoardings
c) Brochure
d) Relatives
e) Mails
f) Others

8.Which one do you prefer more branded retail outlers, if yes specify?

a) reliance fresh

b) nilgris

c) big smart

d) smart

e) kirana shops

9.What is your perception about reliance fresh?

a) Excellent
b) Good
c) Satisfactory
d) Not satisfactory

C
 10. The employees at the store are polite and friendly?
a) Strongly agree
b) Agree
c) Somewhat agree
a) Disagree

11. Which of these factors affect your purchase?

a) Advertisement
b) Brand ambassador
c) Product display
d) Suggestions from friends and relatives
e) Others

12.Overall how you are satisfied with reliance fresh?

a) Very satisfied
b) Satisfied
c) Not sure
d) Unsatisfied

13.Are you buying the basket offers available in the reliance fresh?

a) Yes
b) No

14.Are you satisfied with the combination of products of the basket offers in
reliance fresh?

a) Yes
b) No

15.What do you think is the closest competitor of reliance fresh?

a) Food bazzar
b) Big bazzar
c) Spencer
d) Spinach
e) More

D
 16.Do you think the future trend-the market share of reliance fresh will increase?

a) Strongly agree
b) Agree
c) Somewhat agree
d) Disagree

17.How much importance do you give these factors when you purchase reliance fresh
products?

factors Normal important Very important

price
quality
convenience
availability
brand
freshness
image

18.How do you satisfied with parameters of reliance fresh?

Satisfied Very satisfied Dissatisfied

Overall quality
Value for money
No. of cash
customers
Complaint and
credit facility

19.How do you rate your display of product?

a) 1
b) 2

E
 c) 3
d) 4
e) 5

20.How would you rate reliance fresh regarding availability of products?

a) Super high
b) Moderate
c) Low

21.How would you rate reliance fresh regarding price and promotion offers?

a) 2*
b) 3*
c) 4*
d) 5*

22.How would you rate reliance fresh regarding customer service and on overall
basis?

a)High

b)Moderate

c) Low

23.Service provided by reliance fresh?

a) Excellent
b) Good
c) Satisfactory
d) Not satisfactory

24.If any additional comments regarding customer satisfaction towards reliance fresh
(yes/no)if yes specify?

Thank You for Filling this Questionnaire!

F