A Project Report

on
CONSUMER BEHAVIOUR AND SATISFACTION
ON RELIENCE RETAIL STORE IN SAMBALPUR
submitted in partial fulfillment to the requirements for the degree of
BACHELOR OF COMMERCE

Submitted By
HEMANTA SA
Roll no:BC21COM-165
Reg. No:13990/21
Under the supervision of
MISS SAROJA MEHER
Assistant Professor

SCHOOL OF COMMERCE
GANGADHAR MEHER UNIVERSITY, AMRUTA VIHAR
AMRUTA VIHAR, SAMBALPUR, ODISHA-768004
2024
 DECLARATION

I, HEMANTA SA, bearing BC21COM-165 a student of B.Com Semester-

VI, School of Commerce, G.M. University, Amruta Vihar, do hereby declare
that the Project report entitled, “CONSUMER BEHAVIOUR AND
SATISFACTION ON RELIENCE RETAIL STORE IN SAMBALPUR”
submitted by me under the guidance of Miss Saroja Meher School of
Commerce, Gangadhar Meher University, Amruta Vihar, Sambalpur, Odisha
for the degree of Bachelor of Commerce is my original work and any other’s
ideas, contents and materials used in the study have been duly cited and
acknowledged. This Project report has not been published or submitted to
any other University/ Institution for award of any other degree. I have taken
utmost care and diligence to make it error free and I will be extremely sorry
if any erroneous information being found out in my work. I will be
completely responsible of such act. However, if any errors identified the
same may kindly be intimated.

Place: Sambalpur Name of Student-Hemanta Sa

Date: Roll No:BC21COM-165
Miss Saroja Meher
Assistant Professor
School of Commerce, Gangadhar Meher University,
Amruta Vihar, Sambalpur, Odisha-768004

CERTIFICATE
This is to certify that the Project report entitled, “Consumer behavior and
satisfaction on reliance retail store in Sambalpur” has been submitted by
Hemanta Sa, bearing Roll No BC21COM-165 under my guidance and
supervision for partial fulfillment of the requirements for the award of the
degree of Bachelor of Commerce.

Place: Sambalpur Miss Saroja Meher

Date:
 Table of Contents
Sl. No. Content Page No.

1 Introduction

2 Review of Literature

3 Research Gap

4 Significance of the
Study

5 Objectives of the
study

6 Data and
Methodology
5.1. Nature of Study
5.2. Sources of Data
5.3. Methodology
5.4. Scope of Study

7 Analysis &
Interpretation
(Theoretical
Framework,
Descriptive analysis,

8 Summary, Findings
and Suggestions

9 Conclusion

10 Limitation

11 Bibliography

12 Annexure (If
any)
Introduction
In today's rapidly evolving technological landscape, the success of a product not only
hinges on its innovative features but also on a robust and well-executed marketing and
sales strategy. "Smart Point," a state-of- the-art technological device, represents the
epitome of modern connectivity solutions, promising to revolutionize the way individuals
interact with their environments. As the market becomes increasingly saturated with
similar products, the need for a distinctive and effective marketing approach becomes
paramount. This Project aims to delve deep into the intricacies of developing a
comprehensive marketing and sales strategy tailored specifically for Smart Point. By
analyzing market trends, consumer behavior, and competitive landscape, we seek to
identify opportunities and challenges, ultimately crafting a strategy that will maximize
Smart Point's market penetration, brand visibility, and sales performance. This study
endeavors to provide a roadmap for positioning Smart Point as a leading choice in the
competitive technological marketplace.

Reliance Retail is the retail initiative of Reliance Industries Limited and is central to the
group’s consumer facing businesses. Reliance Retail has been at the forefront of bringing
about Retail revolution in India. Reliance Retail’s operating model unleashes the
aspirational energy of the new, resurgent India. Reliance Retail’s guiding philosophy rests
on the tenets of enabling inclusion, growth and building sustainable societal value for
millions of Indians.In a short period, it has forged strong and enduring bonds with millions
of consumers by providing them unlimited choice, outstanding value proposition, superior
quality and unmatched shopping experience across all its stores.Reliance Retail’s growth
over the years has triggered a large socio-economic transformation on an extraordinary
scale in India.
Review of Literature:

Chanaka Jayawardhena and Andrew M. Farrell (2009) conducted a research, the purpose
of which was to test conceptual model of the effects of customer and service orientation
behaviors of individual retail employees on individual customers' perceptions of service
encounter quality, service quality, value, satisfaction, and behavioral intentions. The
sample (n 271) was customers of a supermarket in Central India, and they completed
questionnaires following mall intercept.

William & Prabakar (2012) concluded that "The customer perception of retail service
quality is an important segment to the emerging and the existing retailers in the market as
the study reveals that perception of service quality influenced by the various nature with
various customers even some of the general factors like Personal interaction, physical a
dimensions on of the customer perception remains constant and common to on a majority
basis so the retail outlets have to frame their own strategies In 3/14 the customers on a
longer basis the sample is used 400 research methodurogy is the descriptive method.

(Dholakia, 2014) This paper inspects the influence of consumer's characteristics on the
perception of shopping benefits which are associated with electronic and physical
shopping. The empirical study finds the two shopping formats to be clearly different from
each other in terms of perceived shopping benefits as found from a mail survey of upscale
American households. The data supports the influence of individual characteristics (such
as age, household income and family composition) as well as past behaviors on the
shopping benefits associated with the two modes of shopping.

Rajaguru and Matanda (2006) examined 'Consumer Perception' and observed that except
product price, other store and product attributes have positive effects on customer
perception. Further research is needed to identify retail managers focus on product quality,
store convenience as well as assure quality and availability of new products in order to
enhance customer loyalty and also to compare consumers using various retail formats and
consumers" perception of product
RESEARCH GAP

1. Service Quality: Assessing the quality of service provided by Reliance retail stores
compared to competitors.

2. Customer Experience: Investigating the overall experience of customers, including

factors like store layout, staff behavior, and checkout process.

3. Product Variety and Availability: Analyzing the range of products offered and their
availability to meet customer needs.

4. Price Perception: Understanding how custor of products erceive the pricing iance retail.

. Price Perception: Understanding how customers perceive the pricing of products in

Reliance retail stores.

5. Technology Integration: Exploring the use of technology in enhancing the shopping

experience, such as self-checkout systems or mobile apps.

6. Customer Loyalty: Examining factors influencing customer loyalty towards Reliance

retail stores, including incentives, rewards programs, and personalized offers.

By addressing these aspects, we can contribute valuable insights to the existing literature
on customer satisfaction in Reliance retail

Significance Of The Study

● Guides Business Objectives: A case study provides a clear roadmap for achieving
business goals and objectives, ensuring alignment between marketing efforts and
overall organizational aims.
● Enhances Brand Awareness: Effective marketing strategies increase brand visibility
and recognition, helping businesses stand out in competitive markets and fostering
customer loyalty.
● Targets the Right Audience: By identifying and focusing on specific target audiences,
marketing strategies ensure that promotional efforts resonate with the right consumers,
maximizing the return on investment.
● Drives Sales and Revenue: A well-executed marketing strategy can stimulate consumer
interest, influence purchase decisions, and ultimately, boost sales and revenue for the
business.
● Differentiates from Competitors: Marketing strategies help businesses identify and
communicate

● Builds Customer Relationships: Through engaging and targeted marketing campaigns,

businesses can build stronger relationships with customers, fostering loyalty and
encouraging repeat business.
● Optimizes Resource Allocation: A strategic approach to marketing allows businesses to
allocate resources more efficiently, focusing on the most effective channels and tactics
to achieve desired outcomes.

Objectives of the study

● Market Analysis: To conduct a comprehensive analysis of the current market
landscape, including competitors, trends, and consumer preferences, to identify
opportunities and challenges for Smart Point.

● Target Audience Identification: To define and profile the primary target audience for
Smart Point, understanding their needs, preferences, and behaviors to tailor marketing
and sales strategies effectively

● .Brand Positioning: To develop a clear and compelling brand positioning strategy for
Smart Point, highlighting its unique features, benefits, and value proposition in the
marketplace.

● Marketing Mix Development: To formulate an integrated marketing mix,

encompassing product, price, promotion, and distribution strategies, to effectively
promote Smart Point and drive consumer engagement and sales.

● Performance Metrics and Evaluation: To establish key performance indicators

(KPIs) and metrics to measure the effectiveness of the marketing and sales
 strategies implemented for Smart Point, enabling continuous monitoring and
optimization.

DATA AND METHODOLOGY

NATURE OF DATA
The study is based on both primary and secondary sources. The data has been collected from the
respondents through a scheduled questionnaire as well as from the secondary sources like different
journals, magazines,websites etc.The collected data are analysed and presented with the help of
table and piechart. Therefore the study is in descriptive in nature

SOURCES OF DATA

PRIMARY DATA

Sample size 20
Sample unit. Questioning with
store manager. store manager
other working staff and
customers.

Research area. Sambalpur Town

Research design. sampling

Data analysis. Pie chart
method

The primary data helped me to understand the ground reality of the situation.
SECONDARY DATA COLLECTION METHOD
Internet

Books

The use of secondary data makes it much more clear to understand why things
are as they are.

Questionnaire

Rating Scale:

1 = Strongly Disagree.

2 = Disagree.

3 = Neutral.

4 = Agree.

5 = Strongly Agree.

Overall Satisfaction

● The store is conveniently located.

● 1 star
● 2 star
● 3 star
● 4 star
● 5 star

Service Experience
 ● Poor:
● Fair:
● Good:
● Very Good:
● Excellent:

● The store is well-organized.

● 1 star
● 2 star
● 3 star
● 4 star
● 5 star

2. Product Quality

● The products are of good quality.[2]

● 2 star
● 3 star
● 4 star
● 5 star

The store offers a variety of brands.

1 star
● 2 star
● 3 star
● 4 star
● 5 star

3. Product handeling

● The staff was knowledgeable about the products.

● 1 star
● 2 star
● 3 star
● 4 star
● 5 star
I received prompt assistance when needed.

● 1 star
● 2 star
● 3 star
● 4 star
● 5 star

Discount offers
● Strongly Disagree: ● Disagree:
● Neutral:
● Agree:
● Strongly Agree:

: Rate the cleanliness of store

● Poor:
● Fair:
● Good: ● Very Good:
● Excellent:

How frequently you visit

● Monthly
● Weekly
● Daily

The staff was knowledgeable about the products

● 1star
● 2star
● 3star
● 4star
● 5star
SCOPE OF STUDY

Studying customer satisfaction at Reliance Retail stores involves examining factors

like service quality, product range, pricing, ambiance, and overall shopping
experience. Research may delve into customer preferences, perceptions, and feedback
to identify areas for improvement and enhance customer loyalty.

DATA ANALYSIS

It is the process of learning what customers want or need and determining how to
satisfy those wants or needs. It is also used to confirm whether the customer reacted
to a marketing as expected.

➢ PRODUCTS:
Relience retail offers wide range of products which starts from different types of
garments, footwear, and, men and kids, and households like
– dinner set, cup set, glass set, bucket, bottle, mat and etc. Smart Point offerings first
moving consumer’s goods (FMCG). FMCG products are usually meant to fulfil the
daily needs of consumers.

➢ PRICE:
Relience retail provides its consumers the lowest available price. Relience retail create
on special event pricing (Diwali, Christmas, New Year, Holy, Dussehra, and etc.).
Selling combo packs and offering discount to customers and through bounding them
also reduced the price of the products. The effort of reliance retail business are target
towards family having total income which can be classified under the lower middle and
middle income group.Reliance retail main motive provides products for middle class
family.
➢ PROMOTION

Advertising has play main role in promotion of business. Relience retail

advertising are mainly seen in print newspapers, television with in advertising,
and road side billboards. Relience retail is use to plan promotional schemes.
PEOPLE:
The silent feature of staff ofRelience retail are monthly, weekly, and daily
sales targets are communicated to the staff and efforts are made to consistently
achieve the set target. Employees are motivated and do hard work. Retail
sector is in growth stage through employee’s hard works.

➢ PROCESS:
Relience retail adopted business model to run their activities smoothly. The process
includes four step as follows-manufacturing capacity, strong logistic, products,
retailing the goods dispatch and purchasing area
has multiple counters with trolleys to carry the items
purchased.

➢ PHYSICAL EVIDENCE:
It deals with the final deliverable or the display of written facts. This includes the
current system and available facilities – clean building, air condition facilities, good
billing facilities, etc.
CONSUMER FEEDBACK

QUESTIONNAIRE

Strongly disagree 0

Disagree 5

Neutral 3

Agree 1

Strongly agree 1

Interpretation
They can work on improving the customer experience.
Yes 8
No 2

Interpretation
They have done a good job on this point.But there are chances for improvemen.

Poor 0

Fair 1

Good 6

Very good 2
Excellent 1

Interpretation

There are many points on which they can improve the

service experience.

Poor 0

Fair 4

Good 3

Very good 2

Excellent 1
Interpretation

They definitely have to increase the product quality of their shop.

Poor 0

Fair 3

Good 4

Very good 2

Excellent 1

Interpretation
They should work more on improving the vibe of the store.
1 star 0

2 star 0

3 star 3

4 star 5

5 star 2

Interpretation
They should add more variety of products to their store to add more customers.

Monthly 3
Weekly 5

Daily 2

Interpretation
They should add more stuff of daily use to increase the frequency of customer visit .

1 star 0

2 star 1

3 star 4

4 star 4

5 star 1
Interpretation
They should increase the no of staff with good working experience to improve the
efficiency.

Very far 0

Far 4

Close 5

Very close 1

Interpretation
It is located at a place where the reach of the customer is very convenient.
1 star 0

2 star 0

3 star 4

4 star 5

5 star 1

Interpretation
They need to recruit more knowledgeable staff.
Strongly disagree 0

Disagree 1

Neutral 4

Agree 4

Strongly agree 1

Interpretation
The products are priced at quite the reasonable price.

SUMMERY

The Project on consumer satisfaction at Reliance Retail store in Sambalpur likely

involves analyzing factors that contribute to customer satisfaction, such as service
quality, product variety, cleanliness, and overall shopping experience. It may include
gathering data through surveys, interviews, or observations to understand customers'
opinions and perceptions. The findings could help identify areas for improvement
and enhance the overall shopping experience at the store.

. FINDINGS

● They can work on improving the customer experience.

● They have done a good job on this point.But there are chances for improvement.

● They definitely have to increase the product quality of their shop.

● They definitely have to increase the product quality of their shop.

● They should add more variety of products to their store to add more customers.

● They should add more stuff of daily use to increase the frequency of customer
visit .

● It is located at a place where the reach of the customer is very convenient.

● They need to recruit more knowledgeable staff.

● The products are priced at quite the reasonable price.

SUGGESTIONS

● They can increase the parking lot space as there is less space for parking .

● They need to increase the quality of goods.

● They need to increase the clothing options.

● They need to give more discount offers .

● They need to work more on the visibility of their store through promotions.

● The need to give more lucrative offers on bulk purchase.

● They need keep at least one or more specialized staff for each section of store .

● They can add kid sections in their store with some kid specialized products.

● They can add a section for gifts .

● They should increase the variety of products in the men line up.

CONCLUSION

In conclusion, the development and implementation of a comprehensive marketing and

sales strategy for reliance retail represent a pivotal step towards establishing the product
as a leading choice in the competitive technological marketplace. Through thorough
Project has laid the foundation for effectively promoting Smart Point's unique features
and value proposition to the target audience. The formulation of an integrated marketing
mix, optimization of sales channels, and creation of engaging promotional campaigns
are instrumental in driving consumer awareness, engagement, and ultimately, sales and
revenue growth for reliance retail store. By establishing key performance indicators
and continuous monitoring mechanisms, we ensure the adaptability and effectiveness of
the marketing strategy, allowing for timely adjustments and optimizations to maximize
ROI and achieve sustainable business success. In summary, the marketing and sales
strategy outlined for Reliance retail , supported by rigorous research, strategic planning,
and stakeholder collaboration, offers a roadmap for positioning and promoting Smart
Point effectively in the marketplace, driving brand awareness, consumer engagement,
and sales performance to propel the product and the business towards long-term success
and growth
LIMITATION OF THE STUDY

Although the goal is to conduct perfect research but this study is conducted under
certain limitations, which are faced while doing this research.

Such limitations are as follows:

● Respondents may not be interested to give the data.

● Sometime respondents are not taking interest in such type of surveys there for there
is
chance that they might be giving wrong information.

● The respondents did not reply the question with precision as they were busy with
their own work or they were not interested in talking part in such research.
● Employees sometimes feel hesitated while talking about their marketing strategies.

● There was little problem faced to primary data collection.

● Getting accurate responses from respondents due to their inherent problems

difficult.

BIBLEOGRAPHY

Relience retail store Sambalpur

Website
Google

Books
Principles of marketing (Kalyani publisher)

Business Research Methods (Kalyani

publisher)
https://docs.google.com/forms/d/e/1FAIpQLSd9tyoikOZc-
lR58VFVvwLu2ExmPsRm3fzbBpiXLpH2fxlrQ/viewform?usp=sf_link