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, Radhepuri, New Delhi SUBMITTED TO
A division of
Under guidance of Mr. Dinesh Chauhan
Category Head (F&V) Reliance fresh
SUBMITTED BY Shriom Rajput
MBA (food retail & supply chain) COLLEGE OF AGRIBUSINESS MANAGEMENT G. B. Pant University of Agriculture and Technology Pantnagar-263145 (U. S. Nagar), Uttarakhand, India
Title Identifying the potential demand for cut fruits and vegetables in the Reliance Fresh store. Whenever vegetables from DSD come late it was displayed without being weighed. There is no regular checking for expiry date. sprinkling of water should be done around 4 times a day but in actual this sprinkling was done once in a day or sometimes even once in 2-3 days. Ideally. Organisation: . III.Mr. .e. guard and store manager. Reporting officer: . Staffs are not sufficient. Vegetables in the store come twice a day. There is poor customer handling by the employees of store. 5. Identifying the potential buyers of cut fruits and vegetables. No FIFO norms are being followed in the store. II. 4.Reliance Retail India Ltd. Radhepuri. Dinesh Chauhan Faculty guide: . Store opening duration is sufficient. Sikka Students name: .K. 8. Identifying the critical factors affecting purchase decision for cut fruits and vegetable. B. In the morning delivery of vegetables is from distribution centre (DC) and in the evening we have DSD i.Shriom Rajput Objectives:I. Direct Store Delivery. 7. Sometimes staff is unaware about the promotional schemes run by the store. There are only19 members in three shifts including MSR. These promotions are also not updated in the store timely. Critical observations regarding store operation:1. 3.. 6. (6:00 am to 9:30 pm) 2. New Delhi. Background study of cut fruit and vegetable market in India.Dr.
it should be before arrival of the customers in the morning. 12.9. (app. Average waiting time per customer is very high for billing in peak hours because one cash counter is not working due to technical fault and sometimes due to the unavailability of cashier. Ideally. Availability of all fruits and vegetable items should be insured. Chillier temperature is maintained. Delivery of FMCG and other items at business hours creates mess around the store. No proper salvaging guideline has been followed. 6. Sometimes employees do not handle material with care which causes breakage. 3. 14. Dump preparation is at 3-4 pm. 9. (4. 10. 5.7 degree C) 13. 8. 10. 12. Staffs never use crisping operation to the fruits and vegetables. 4. There are not any extra efforts for promoting private label. 16. and existing arrangement for avoiding it is not sufficient. 2. Display of fruits and vegetables is not effective. There are not enough promotional efforts for fruits and vegetables. Ripening stage never kept in mind before sorting operation. Sometimes price tags do not stick on shelf or on the wrong shelf. sprinkling of water should be done around 4 times a day but in actual this sprinkling was done once in a day or sometimes even once in 2-3 days. Indenting procedure is not ideal and technically sound. 11. 15. One of the two F&V champ requires training because he does not have enough knowledge about handling operation of F&V items . Dump amount is very high. 35%) 11. Items of F&V section should be displayed before arrival of customer in the morning but this is not the regular practice at store. Critical observations regarding F&V section:1. Non systematic stacking of items in to the shelf creates breakage and difficulties to the customers. These price stickers are also not updated in the store timely. Theft is the main part of shrinkage. 7.
Research methodology. magazines. Secondary: . Research design:Nature: . books. Method: .Residents of local area Customers of reliance fresh stores Size:- Residents of local area 100 Customers of reliance fresh stores 100 total 200 Time duration: .Qualitative as well as quantitative. Sampling plan:Method: .Random sampling. Source of information:Primary: .Exploratory research. Research Instrument:A well-structured questionnaires containing both open & close-ended question was prepared for taking in-depth interviews of respondents.Internet.Field survey method.Residents of local area Customers of reliance fresh store. internal data. Units: .June to July . Type: .
. 57. who would like to purchase cut F&V is 32 years.50% respondents are aware about cut F&V. even after the best of my efforts. a) Only 82% respondents who are the customer of reliance fresh are aware about cut F&V. 3. Interaction with the local residents was difficult in some cases due to their unwillingness.Limitations: As I came to the end of my fieldwork. b) 33% respondents from nearby locality are aware about cut F&V. a) 79% respondents said that percentage share of food items in their total expenditure is 2030%. interview error and biased answers in some cases were the other limitations of the study. Some respondents have not given proper information because of their preconceived notion. 2.33% respondents also purchase fruits and vegetables from reliance fresh store. a) 91. It was difficult to get questionnaire filled by a respondent so I asked them indirectly without a questionnaire and later filled that.” . i. . b) 18% respondents said that percentage share of food items in their total expenditure is more than 30%. Average age of respondents. beverages and staples from reliance fresh store b) 66.66% respondents generally purchase processed food. “Identifying the potential demand for cut fruits and vegetables in the Reliance Fresh stores located at Radhepuri area of New Delhi. 4. these are the following limitations in the study: Response error.e. c) 3% respondents said that percentage share of food items in their total expenditure is 1020%. Major findings:1.66% respondents also purchase FMCG from reliance fresh store. c) 83.
00% Customers of Residents reliance fresh local area stores 17.00% 27.50% 08.00% 12.00% 10. on cut F&V.00% 77.00% 81.00% 52.00% 56.of total respondents) 19.00% of Others 15.00% 33.00% 07.00% 21.50% 40.50% 49.00% 28. b) 13% of respondents who like to purchase cut F&V.00% 18. spend <10% of expenditure on fruits and vegetables.00% 19. spend 10-20% of expenditure on fruits and vegetables.00% 72.00% 33.00% 12.00% of 1 Sprouts a)mix b)chana c)chat d)moong e)lobiya Tender coconut Papaya Spinach French bean Bitter gourd Okara cut Pineapple Pumpkin slice Watermelon 2 3 4 5 6 7 8 9 10 54.00% 9.00% 11.00% 67.00% 40.of total reliance fresh local area respondents) stores 57.5.50% 82.00% 15.50% 07. 20% respondents like to purchase cut F&V. a) 87% of respondents who like to purchase cut F&V.50% 18.00% 29.00% 32.50% 24.00% 18.00% 02.50% 82. Respondents already have heard following cut F&V: Rank Product Heard by(total) Customers of Residents (%. 7.00% 16.00% 14.00% 13.50% 52.00% 04. Respondents are already purchasing following cut F&V: Rank Product 1 2 3 4 5 6 7 8 Sprouts Papaya Pineapple Tender coconut Spinach French bean Bitter gourd Purchasing by (total) (%.00% 09.00% 78.00% 03. on cut F&V.00% 12.00% 09.00% 07.00% 03.00% 14.00% 46.00% 06. .00% 08.00% 6.50% 43.
10. II. It means we are lacking in converting our existing customer in to the consumer of cut F&V.24 in case of customer of reliance fresh store). We have 20% existing demand for cut F&V.60) in case of respondents from outside the store. but there is 40% more latent demand in case of customer of reliance fresh store. (0. Our respondents are highly price sensitive so there is very less chances to charge premium for cut F&V. . III. Ratio between aware respondents and already consumer of cut F&V is greater (0. According to the respondents following is the ranking of attributes of cut F&V as per their importance: Rank 1 2 3 4 5 6 7 Attribute Ease to use Price Quality/Freshness Availability Packaging Taste Promotional efforts Conclusions:I.