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A

PROJECT REPORT
ON
“THE FACTORS RESPONSIBLE FOR CUSTOMER
SATISFACTION IN RELIANCE MART”
IN
RANCHI REGION

(DURING THE PERIOD OF MAY-JUNE 2009)

Submitted in the Partial Fulfillment of the Post


Graduate Diploma in Management
(2008-10)

Submitted To
Mr. Anil Singh
(HR. Head)
Reliance Retail Ltd

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Submitted by

Satish Tiwari
PGDM (IPM Meerut)

ACKNOWLEDGEMENTS

The Summer Internship at “Reliance Retail Ltd, Ranchi” has been a


quantum leap in terms of practical savvy understanding of management
concepts, sincerity, diligence, and responsibility and above all self-
confidence.

In particular, I would like to extend my heartfelt gratitude to “Mr. Anil


Singh (H.R Head) & Miss Alankrita Kujur (H.R Manager) Reliance Retail
Ranchi” who gave me the opportunity to do my summer training in Reliance
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Retail Ranchi & without whose facilitation and cooperation, this project would
not have been so fulfilling.

I would like to take this opportunity to thank my project guide Mr. Anuj
Sinha (Assistant Marketing Manager Reliance Hyper Mart Ranchi) for his
guidance and for keeping me on track through his expertise in the field of
marketing and Sales.
I would be great to thank Mr. Arvind choubey (Store Manager) & Mr.
Tuhin Das (Assistant Store Manager) and all Department Manager for their
valuable suggestions & feedback.

At the onset, I would like to thank Mr. Sarvjeet Singh (Deputy Director,
IPM Meerut) for giving me the opportunity to gain vital insights into the
corporate world.

I would like to acknowledge Mr. Sushant Mittal and Mr. V.S Solanki and
the entire esteemed faculty at IPM, Meerut for providing me with the
required theoretical background to approach the project.

SATISH TIWARI
PGDM (2008-
2010)
IPM MEERUT
CONTENTS
Preface…………………………………………………………………………………………….. 4
Executive Summary…………………………………………………………………………
5
Certificate of Appreciation……………………………………………………………….6
Scope of study………………………………………………………………………………… 7
Research Methodology…………………………………………………………………… 8
Data collection method…………………………………………………………………… 9
Tools adopted……………………………………………………………………………………… 10
Introduction……………………………………………………………………………………. 11
3
Over view of Indian retail sector……………………………………………………….. 14
Company Profile……………………………………………………………………………… 15
Reliance retail eastern zone……………………………………………………………….. 18
Research Objective………………………………………………………………………….20
Analysis………………………………………………………………………………………….. 21
Findings………………………………………………………………………………………….. 43
Recommendation…………………………………………………………………………….45
Conclusions……………………………………………………………………………………..47
Limitations……………………………………………………………………………………….48
SIP Weak wise…………………………………………………………………………………49
Customer Database………………………………………………………………………..57
Glossary………………………………………………………………………………………….65
Questionnaire………………………………………………………………………………….66
Bibliography…………………………………………………………………………………….69

PREFACE

Reliance Retail Jharkhand gave me the opportunity to undergo practical


summer in their organization.

I have done specific project on “The Factors responsible for customer


satisfaction in Reliance Mart” during my training period.

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The project report contains all the study covered in the project. The project
helped me a lot to learn regarding the practical aspects of marketing and
marketing research. I am thankful to Reliance Retail Ltd. for giving me such
an opportunity which would be beneficial and helpful to me in future.

SATISH TIWARI
PGDM (2008-2010)
IPM MEERUT

EXECUTIVE SUMMARY
This study is intended to help Reliance Retail decide upon the steps to be
taken care for customer satisfaction so that the growth of the company
keeps on improving.

This study is an attempt to assess the Factors responsible for customer


satisfaction in Reliance Mart in Ranchi region. The area where research is
conducted is Kanke Road, CMPDI, Ratu Road, Bariyatu, Morabadi, Lalpur,
Kutchery, and Upper Bajar

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Primary data have been used for analysis. However, secondary source have
yielded preliminary information. Research conducted was descriptive in
nature. Descriptive research helped me to develop the concept to clearly
establish priorities, to divulge adequate information which helps me in
decision making and thus essential for making the study a success.
A structured questionnaire was used to obtain required information and to
assess the customer satisfaction level and to find the ways through which
the company can come up to the expectation of customer so that the
optimum satisfaction level can be achieved.
I have used random sampling for my survey. Care was taken that the
respondents were as diversified as possible.

A sample size of 150 respondents was taken from various parts of Ranchi. I
collected data and analyzed them. I have critically analyzed each and every
question in the questionnaire and then given the managerial implication.
This analyzed data was later converted into bar diagrams for convenience.
This also made it easy to draw a conclusion based research and provide a
presentable format for the report. Later on the information were compiled to
form a presentable report.
Along with this I also learnt the store operation of Reliance Mart Kanke Road
Ranchi.
A better strategy to satisfy customer is only the way to gain customer
attention and to penetrate more in own catchment area. Strategy must be in
all area like Promotional offer/Scheme, Product Pricing, Employee behaviour,
Billing Process, Product Assortment, Product quality in terms of RATER.
It is found in the research that customers are price sensitive hence Reliance
Mart should give those offers which can facilitate more money saving as the
customers are price sensitive.
Last but not least Ranchi is not as much developed as metros as thinking
and attitude of customers is conservative. So the concept of retail that is
Touch and Feel the product would take time to be properly applied. As
some segment of the customer of Ranchi hesitate to enter into the organized
retail store. Once the conservative thought would abolish, definitely the
retail will grow with leap and bound, Ultimately it would benefit Reliance
Hyper Mart

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SCOPE OF STUDY

This study covers customers of Reliance Hyper mart in the area of Ranchi.
The catchment area of the Reliance Hyper mart is Kanke Road, CMPDI, Ratu
Road, Bariyatu, Morabadi, Lalpur, Kutchery, and Upper Bajar

The study makes effort to ascertain the satisfaction level of customer of


Reliance Hyper mart through survey so that company would be able to come
up to the expectation level of its customer.
The company can come up to the expectation only by finding out the
problem that customer are facing during their purchase from Reliance Hyper
mart.

The subject has been taken for the research as it plays key role in the
success of retail sector.

No company can think of selling their product without having satisfied


customer. No company can survive in long run without coming up to the
expectation level of customer. So to know the customer satisfaction level
such research is very important.

In short it is the level of satisfaction that is link between end-user and


company. As long as the company is able to satisfy its customer, customer
would remain in the bracket of loyal customer.

Hence it is very essential to understand the customer satisfaction and to


measure the satisfaction level time to time as there is always scope of
improvement.

The research will also be beneficial in analyzing the overall market position
of the company and measures which should be adopted by the Reliance
Retail Ltd. to increase their market share in the region of Ranchi.

8
RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
It is a way to systematically solve the research problem. It may be
understood as a science of studying how research is done scientifically. In it
we study the various steps that are generally adopted by researchers, in
studying our research problem along with the logic behind it. It is essential
for the researchers to know not only the research method technique but also
the methodology.

RESEARCH PROCESS
It consists of a series of action necessary to effectively carry out research
and the desired sequence of these steps.

• Defining the problem and research objectives


• Develop the research plan
• Collect the information
• Analyze the information
• Present the findings
• Make the decision

RESEARCH DESIGN

A research design is the arrangement of conditions for collection and


analysis of data in a manner that aims to combine relevance to the research
purpose with economy in procedure.
Descriptive research is used in the preparation of the project.
There is some point and facts which were not found earlier hence
exploratory research is used.
A descriptive research technique is also used as I again worked upon those
facts which were earlier found by some other.

SAMPLE DESIGN

Non probability sampling (Convenience sampling) is used because of


restriction of time.

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DETA COLLECTION METHOD

Primary Data
Primary data generally means those raw data or data structures that are
collected “first- hand” and have not had any previous meaningful
interpretation. For my Summer Internship Project Report, I have collected
such primary data through face to face interview method with the help of
questionnaire.

Secondary Data
Secondary data is also used to find some facts regarding company (Hyper
mart)

Primary Data

Through:-
 Questionnaire,
 Personal interview
 Observation.

Secondary Data

 Companies’ website, Internet,

Research Apparatus

Survey Method

Research Instruments

Observation, Questionnaire and Personal Interview

Sample Universe

The catchment area of the Reliance Hyper mart: - Kanke Road, CMPDI, Ratu
Road, Bariyatu, Morabadi, Lalpur, Kutchery, and Upper Bajar

Sample Size:-

150.

Contact Method

Personal contact.

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TOOLS ADOPTED

For the project study the tools adopted is questionnaire having multiple
choice questions. The questionnaire is closed-end in which Dichotomous,
Multiple choice, Likert scale, Importance scale, Rating scale Semantic
differential are used.

The dual choice questionnaire is not taken as the total numbers of samples
are very large and correct data could not ascertained for the survey to be
good and genuine

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INTRODUCTION
Early Trade

When man started to cultivate and harvest the land, he would occasionally
find himself with a surplus of goods. Once the needs of his family and local
community were met, he would attempt to trade his goods for different
goods produced elsewhere. Thus markets were formed. These early efforts
to swap goods developed into more formal gatherings. When a producer who
had a surplus could not find another producer with suitable products to
swap, he may have allowed others to owe him goods. Thus early credit
terms would have been developed.

Early Markets

Over time, producers would have seen value in deliberately over-producing


in order to profit from selling these goods. Merchants would also have begun
to appear. They would travel from village to village, purchasing these goods
and selling them for a profit. Over time, both producers and merchants
would regularly take their goods to one selling place in the centre of the
community. Thus, regular markets appeared.

The First Shops

Eventually, markets would become permanent fixtures i.e. shops. These


shops along with the logistics required to get the goods to them thus it leads
to the start of the Retail Trade.

Origins of Retail Chains

It is likely that, as markets became more permanent fixtures they evolved


into shops. Although advantageous in many respects, this removed the
mobility that a peddler or traveling merchant may still have enjoyed. For
some shopkeepers, it made sense to obtain extra stock and open up another
shop, most probably operated by another family member. This would
recover business from peddlers, create new business and the greater volume
would allow the shopkeeper to strike a better deal with suppliers. Thus the
Retail Chain would have started. It is thought that this process was started
in China over 2200 years ago with a chain of shops owned by a trader called
Lo Kass. Excavations reveal that shops in ancient Rome were, in many
respects, much like small shops are today, so it is most likely that retailer
chains existed then. From Family Business to formal structure although
retail chains would have been mostly run by families, as some chains grew,
they would have needed to employ people from outside of their family. This
was a limiting factor as there would have been a limit to the amount of
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trusted non family members available to help run the chain. Another, even
more definite limiting factor was the distance the furthest shop would have
been from the original shop. The greater the distance, the more time and
effort would have been needed to effectively manage outpost shops and to
service them with goods. There was, therefore, a natural barrier to
expansion. That was the case until transport and communications became
faster and more reliable. When this happened towards the end of the 19th
century, chains became much bigger and more widespread. Many of these
businesses became more structured and formalized, leading to the retail
chains that we see today.

How Retail Developed

Peddlers and Producers

The Retail Trade is rooted in two groups, the peddlers and producers.
Peddlers tended to be opportunistic in their choice of stock and customer.
They would purchase any goods that they thought they could sell for a
profit. Producers were interested in selling goods that they had produced.

General Store

This division continues to this day with some shops specializing in specific
areas, reflecting their origins as outlets for producers (such as Pacific
Concord of Hong Kong), and others providing a broad mix, known as
General Store (such as Casey’s in the Midwest of the U.S.A.).

Although specialist shops are still with us, over time, the general store has
increasingly taken on specialist products. Customers have found this to be
more convenient than having to visit many shops – thus the term
“Convenience Store” has also been applied to these shops. As the popularity
of general stores has grown, so has their size. This combined with the
advent of Self-Service has lead to the Supermarket, or Superstore.

Self-Service Stores

Background

Up until the introduction of self-service stores, customers would simply ask


the shopkeeper for their goods. The shopkeeper would price them (weighing
them if necessary), pack them in a bag or other container (often supplied by
the customer), tot up the bill and receive payment. There was a personal
one-to-one relationship between customer and shopkeeper. The First Self-
Service Store. This all changed in 1915 when Albert Gerrard opened the
Groceteria in Los Angeles, the first documented self-service store. This was

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soon followed a year later by the Piggly Wiggly® self-service store, founded
by Clarence Saunders in Tennessee in the U.S.

Efficiency

These entrepreneurs noticed that their staff had to spend a great deal of
time taking grocery orders from customers. The groceries were stacked on
shelves allowing customers to walk around and browse, collecting their
shopping in a basket that was supplied. The shopkeeper would only need to
tot up the final bill at the end of the process and transfer the goods from the
basket to the customer and receive payment.

Growth

This new type of shopping was more efficient and many customers preferred
it. Although personal service stores remain to this day, this new concept
started a rapid growth of self-service stores in the United States. Other
countries were slow to take up the idea, but there has been a steady rise in
the global amount of self-service stores ever since.

With a 27% share of world GDP, retail is a significant contributor to overall


economic activity across the world. Of this, organized retailing contributes
between 20% to 55% in various developing markets.

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OVERVIEW OF INDIAN RETAIL SECTOR

The Indian retail industry is pegged at $ 300 billion and growing at over
13% per year. Of this, presently, organized retailing is about 5%. This is
expected to grow to 10% by 2011.

Size of Indian Retail

• India is one of the 10th largest retail markets in the world.


• Organized retail constitutes about 5 % of total retail sales.
• However organized retail has been growing at over 40% p.a. in last
two years.

Structure of Indian Retail

• Indian retail sector is highly fragmented mostly owner runned mom


and pop outlets.
• Retail chain such as Pantaloons, Trent and RPG retail has growing
rapidly while Reliance, Aditya Birla Group is pumping huge money in
retail sector.
• Dairy Farm, Metro, Shoprite and Mark & Spencer are some
international retailers which are present in India.

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COMPANY PROFILE

RELIANCE RETAIL LTD


“Growth Through Value Creation”
Reliance Retail Limited, a 100% subsidiary of Reliance Industries Limited,
was set up to lead Reliance Group’s foray into organized retail.

RRL launched its first store in November 2006 through its convenience store
format ‘Reliance Fresh’. Since then RRL has rapidly grown to operate 590
stores across 13 states at the end of FY 2007-08. RRL launched its first
‘Reliance Digital’ store in April 2007 and its first and India’s largest
hypermarket ‘Reliance Mart’ in Ahmedabad in August 2007. This year, RRL
has also launched its first few specialty stores for apparel (Reliance Trends),
footwear (Reliance Footprints), jeweler (Reliance Jewels), books, music and
other lifestyle products (Reliance Timeout), auto accessories and service
format (Reliance AutoZone) and also an initiative in the health and wellness
business through ‘Reliance Wellness’. In each of these store formats, RRL is
offering a unique set of products and services at a value price point that has
not been available so far to the Indian consumer. Overall, RRL is well
positioned to rapidly expand its existing network of 590 stores which operate
in 57 cities.

During the year, RRL also focused on building strong relationships in the
agri-business value chain and has commenced marketing fruits, vegetables
and staples that the company sources directly to wholesalers and
institutional customers. RRL provides its customers with high quality produce
that has better shelf life and more consistent quality than was available
earlier. RRL has made significant progress in establishing state-of-the-art
staples processing centers and expects to make them operational by May
2008.

Through the year, RRL also expanded its supply chain infrastructure. The
Company is fully geared to meet the requirements of its rapidly growing
store network in an efficient manner.
Recognizing that strategic alliances are going to be a key driver to its retail
business, in FY 2007-08, RRL established key joint ventures with
international partners in apparel, optical and office products businesses.

Reliance is gearing up to revolutionize the retailing industry in India.


Towards this end, Reliance is aggressively working on introducing a pan-
India network of retail outlets in multiple formats.

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A world class shopping environment, state of art technology, a seamless
supply chain infrastructure, a host of unique value-added services and above
all, unmatched customer experience, is what this initiative is all about.

The retail initiative of Reliance is without a parallel in size and spread and
makes India proud. Ensuring better returns to Indian farmers and
manufacturers and greater value for the Indian consumer, both in quality
and quantity, is an integral feature of the Reliance Retail Limited. By
creating value at all levels, it actively endeavors to contribute to India's
growth.

Through multiple formats and a wide range of categories, Reliance is aiming


to touch almost every Indian customer and supplier.
Reliance Retail has announced plans to set up one store for every 3,000
families within a radius of 2 km across all locations by 2011. The company is
competing directly with the large number of traditional local provision stores.
Reliance Retail is either going to set up new stores in the identified areas or
take over existing stores. The company has already done that in Mumbai
and other cities. Of the four million sq ft of retail space to be created under
the “Reliance Fresh” brand (for groceries), one million will be through
acquisitions. The retailer is also moving into laundry, personal care and
apparel product lines, in which it plans to launch private labels.

To strengthen its links with farmers, the company is setting up integrated


agri-retail business centers, which include three processing and distribution
centers, 51 retail outlets for farmers and 75 rural business hubs, all with an
investment of US$445 million. Reliance Retail would build a business that
would focus on “competitive offerings’’ to Indian consumers across several
verticals: Integrated food and grocery, items of daily household
consumption, apparels and footwear, electronic goods, lifestyle products and
services, home essentials and improvements, farm implements and inputs,
distribution of energy products and services, distribution of travel and
financial services, entertainment and leisure experiences, health and well-
being products and services and educational products and services. It would
develop partnerships to bring the best of luxury brands from all over the
world to India and it would also develop linkages with opportunities in
agriculture and food processing. The company would have a pan-India
footprint covering 1,500 cities and towns and embracing all strata of the
society.
Presently Reliance Retail Limited has 706 stores across 13 states.

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RELIANCE MART

• Reliance mart hyper mart


• Type-hypermarket
• Founded-30 October 2006
• Headquarters-Mumbai, India
• Key people-Mr Mukesh Ambani, CEO
• Industry-Retail
• Punch line-Growth Through Value Creation
• Website-www.ril.com
Reliance Mart 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 at Hyderabad on 3 November 2006. The Reliance
Mart Hypermarket chain is RIL’s Rs 25,000 crore venture and it plans to add
more stores across different region by year 2011. Reliance plans to invest Rs
25000 crores in the next 4 years in their retail division and plans to begin
retail stores in 784 cities across the country. Reliance has entered into this
segment by opening new retail stores into almost every metropolitan and
regional area of India. The Hyper marts will sell fresh fruits and vegetables,
staples, groceries, fresh juice bars dairy products,apparel,CDIT
products,Footwears,lifestyle products and also will sport a separate
enclosure and supply-chain for non-vegetarian products. Also Besides, the
stores would 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.

Products
• The stores, product selection and the prices have been designed
keeping the average Indian housewife in mind.
• The super marts 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.

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RELIANCE RETAIL EASTERN ZONE

Eastern Zone comprises of three state :-

Jharkhand

Orrissa

West Bengal

Jharkhand

Orrissa

West Bengal
Fresh – 21
Fresh – 14
Fresh - 11
Hyper – 1

JHARKHAND

Dhanbad

Jamsedpur

Ranchi
Fresh -7

Fresh – 5

Fresh - 8
19
Hyper – 1

Total No of store in Jharkhand - 23

Operation started in Ranchi – 19th March 2007

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Hyper Mart
Kanke Road Ranchi

RELIANCE MART, KANKE ROAD


RANCHI
Reliance Hyper Mart (Maru Tower)
Founded: - 8 August 2007
Code: - 6048
Area: - 33333 sq foot.
Carpet Trading: - 26120 sq foot
No. of SKU: - 14000
It consists of 14000 SKU of following categories
1. Staples
2. Processed Food
3. Hard-line
4. Homecare
5. Baby care
6. Beverages & Confectionaries
7. Dairy
8. Non Food
9. Apparel
10. lifestyle
11. electronics
12. footwear
13. stationary
14. Home décor

RESEARCH OBJECTIVES

1. To study the expectation level of customer from Reliance Mart.

2. To study the problem faced by Customer.

3. To study the role of promotional offer/scheme in customer satisfaction.

4. To study the service quality offered by Reliance Mart in term of


Reliability, Assurance, Tangibility, Empathy, Responsiveness.

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5. To study the role of 4P’s in customer satisfaction.

6. To study the consumer preference of particular retail shop.

7. To increase the footfall in Reliance Mart through promotional program.

ANALYSIS

1. Customer’s visit to Reliance Mart.

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C u s to m e r s v is it to R e lia n c e M a r t.

6% 8% 10%
D a ily
W e e kly
Mo n th ly
37% Alte rn a te D a y
39%
O c c a s io n a lly

It is clear from the graph that only 10% of the respondent are the daily
customer of Reliance Mart, 8% respondent are weekly visitor and only 6% of
respondent are alternate day customer. But the major 39% of the
respondent are monthly shopper means these customer makes bulk
purchase and if they have some small requirement then they purchase it
from shops near by their house hence some special offer/discount should be
given to these customer to lure them. 37% of the respondents are
occasionally visitor as per their requirement for this 37% respondent it is
very necessary to generate their need to make them aware regarding new
product.

2. Customer expectation from Reliance Mart.

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Customers expectation from
Reliance Mart
All of the time
8% 19%
Most of the time

33%
some of the time

40%
Just now and then

Only 19% of the respondents say Reliance Mart meets their expectation “All
of the time”.
Major 40% of the respondents say that Reliance Mart meets their
expectation “Most of the time”
It is 33% of the total respondents who say that Reliance Mart meets their
expectation “Some of time”. It shows that some where or other they are
dissatisfied.
Just 8% of the respondents say that Reliance Mart meets their expectation
only “just now and then”.

Hence to bring most of the customer in the bracket of all of the time
company has to meet the expectation of customer. Company has to sort out
the problem of customer if any. Company has to take care of its supply
chain, quality, employee behaviour.

3. Customer attraction towards Reliance Mart from its competitor.

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6% 12% Price
Product assortment
23%
18% Product quality
Promotional offer
Employee behaviour
7%
All of the above
19%
15% Any other (Location)

12% of the respondent says that price attract them more to Reliance Mart
then its competitors.

18% of the respondent says that they are attracted toward because of
Product assortment “means they are satisfied with the product assortment”

19% of the respondent says that product quality of the Reliance mart is
best. They are satisfied with the product quality.
15% of the respondent says Promotional offers/scheme attract them to
Reliance Mart.

Only 7% of respondent are attracted to Reliance Mart because of Employee


behavior. (It shows that Employee behavior should be monitored because
only 7% of respondent attract toward Reliance Mart because of Employee
behavior, so employee should be motivated in correct direction so that their
behavior toward customer would improve as it leads to customer satisfaction
and customer satisfaction leads to increase in over all sale of Mart)

The major 23% of respondent says that they are attracted to Reliance Mart
because of all the factors like Price, Product Assortment, Product quality,
Promotional offer, Employee Behavior.

6% of the respondent says that they come to Reliance Mart because of


Location. Point to be noted that only 6% of the respondent come to Reliance
Mart because of location. (Location plays major role in increase of sales)

4. Whether Customer Service Desk Co-operative.

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10%

Yes
No

90%

90% of the respondent says that they are satisfied with the customer
service Desk.
It is only 10% of the respondent says that they don’t find customer service
desk co-operative, means there is some loophole here, is some Gap. This
Gap should be filled as early as it possible so that 10% No would also be
converted into Yes. Other wise this Gap would widen and 10% would convert
into 20% or 30% or 40% etc.

5. Satisfaction related to billing process?

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19%

Y es
No

81%

Major 81% of the respondents are satisfied with the billing process of
Reliance Mart.

But 19% of the respondents are dissatisfied with the billing process because
of the long queue, longer waiting time. Hence for this 19%, new billing
counter should be installed.

Actually most of the department has its own Till but all are remain closed. It
is found that there is no requirement of cashier here as senior CSA are well
versed in the operation of billing counter. Hence these people can also
operate till which would result convenience to customer as they would not
have to wait for longer duration and hence it would save time and money
also, both for customer and company.

6. Satisfaction with the ambience of store.


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4% Very Satisfied
-----5
33%
Some what satisfied
-----4
63%
Neither satisfied nor
Dissatisfied ---3

Very Somewhat Neither Some what Very


Satisfied satisfied satisfied dissatisfied dissatisfied
nor
dissatisfied
5 4 3 2 1
63% of 33% of 4% of 0% of 0% of
Respondent Respondent Respondent Respondent respondent

63% of the total respondents are very satisfied with the ambience of store.
On the Likert scale the rating is 5 out of 5

33% of the total respondents are some what satisfied with the ambience of
store. On the Likert scale the rating is 4 out of 5.

Only 4 % of the respondents rates 3 out of 5 that is neither satisfied nor


dissatisfied.

Not even a single respondent rated 1 or 2 out of 5 that is some what


dissatisfied or very dissatisfied. Hence research shows that the satisfaction
level regarding the ambience of store is very high and it should be
maintained.

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7. Effect of CSA in purchase.

60%

50%

40%
% of
Responden 30%
t
20%

10%

0%
Very Someti
Often Rarely Never
often mes
Series1 53% 23% 17% 5% 2%

53% of the total respondents say that CSA very often assist them during
purchase.

23% of the respondents say that CSA often assist them during purchase.

17% of the respondents say that CSA sometimes assist them during
purchase.

5% of the respondents say that CSA rarely assist them during purchase.

Only 2% of the respondents say that CSA never assist them during
purchase.

There is need to take care of 23% and 17% of customer, means CSAs have
to come upto the expectation of these 23% and 17% of customer.

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8. Attractiveness of promotions.
Very attractive
8% 4% 19%
Fairly attractive

20% Neutral

Not so attractive

49% Not at all


attractive

Very Fairly Neutral Not so Not at all


attractive attractive attractive attractive
5 4 3 2 1
19% of 49% of 20% of 8% of 4% of
Respondent Respondent Respondent Respondent respondent

19% of the total respondents view promotions Very attractive. On Likert


scale it is 5 out of 5
49 % of respondents view promotions Fairly attractive. On Likert scale it is 4
out of 5.
20% of Respondent view promotions Neutral . On Likert scale it is 3 out of 5.
8% of respondents find promotions not so attractive. On Likert scale it is 2
out of 5.
4% of total respondents find promotions not at all attractive, that is on likert
scale it is 1 out of 5.

Primary work of promotion is to attract more and more customer. If it is not


effective to attract customer then there is no use of such promotion.
Promotion offer should be made keeping in view, mind of customer. What
actually customer desire, need.

30
9. Satisfaction regarding gift voucher redemption .

Satisfaction regarding gift voucher


redemption

Very satisfied
8%
7% 27% Some what
14% satisfied
Neither satisfied
no dissatisfied
Some what
44% dissatisfied
Very dissatisfied

Very Some what Neither Some what Very


satisfied satisfied satisfied dissatisfied dissatisfied
nor
dissatisfied
5 4 3 2 1
27% of 44% of 14% of 7% of 8% of
Respondent Respondent Respondent Respondent respondent

It is very clear that only 27% of the respondent are very satisfied with the
gift redemption process and rated 5 out of 5. More is needed to be done to
bring other in the bracket of very satisfied.

44% of the respondents say that they are some what satisfied with the gift
redemption process and rated 4 out of 5

14% of the respondents are in the category of neither satisfied not


dissatisfied and rated 3 out of 5.

7% of the respondents are in the bracket of some what dissatisfied and


rated 2 out of 5.

8% of the total respondents are very dissatisfied and rated 1 out of 5.

31
10. Pricing of product in Reliance Mart.

4% 6%
1
34%
2
31% 3
4
5
25%

34% 25% 31% 6% 4%


Yes

N0

5 4
3

2
1

It is clear from the graph that 34% of the respondents rated 5 out of 5 to
the price of product in Reliance Mart. As they think that there is minimal
price here.

32
25% of the respondents rated 4 out of 5 as they are not very satisfied but
some what satisfied with the price of product in Reliance Mart.
31% of the respondents rated 3 out of 5 as it seems they are neither
satisfied nor dissatisfied with the price of product in Reliance Mart.
6% of the respondent rated 2 out of 5. Hence we can say that they are
some what dissatisfied with the price of product in Reliance Mart.
4% of the respondent rated 1 out of 5. so we can conclude they are very
dissatisfied with the price of product of Reliance Mart.
Price plays crucial role to draw customer more and more and to come upto
the satisfaction level of customer . As Reliance Mart has also its won
Reliance Retail price hence those product which is sold on RRP should be
taken care off. RRP should be as minimum as it possible. So that this benefit
should be passed on to customer.

11. Availability of product.

12%
24%
1
13% 2
3
4
22% 5
29%

Rating of % of respondent on scale.

24% 22% 29% 13% 12%

Available Not available


5 4 3 2 1

24% of the total respondent rated 5 out of 5 regarding availability of product


means they are satisfied with the supply chain and distribution process.
33
22% of the total respondent rated 4 out of 5 regarding availability of
products in Mart means they are some what satisfied with the availability of
product.
29% of the total respondent rated 3 out of 5 regarding availability of product
means their response is neutral regarding the availability of product in
Reliance Mart.

13% of the total respondent rated 2 out of 5 regarding availability of product


means they are some what dissatisfied the distribution system of Reliance
Mart.

12% of the customer rated 1 out of 5 hence we can conclude that they are
very dissatisfied with the supply of the product in
Reliance Mart

12. Worthiness of holding Reliance One membership card

60%
60%
50% 40%
40%
Respondent
30%
in %
20%
10%
0%
Yes No

60% of the total respondents view that it worth holding Reliance One
membership card.
They have specified that they get point and on the accumulation of point the
redeem it and make some purchase.

34
Some of the Respondents view that because of Reliance One member ship
card they can know their purchase amount till date. (Total purchase from
Reliance Mart)

40% of the respondents say that it doesn’t worth holding Reliance One
member ship card.
They have specified that the point that they get is very few like by purchase
of 100 Rs. they get 1 point which is equal to .70 Rs. Or 70 paise. So they
think there is no benefit holding Reliance One membership card.

13. Rate to the Reliance Mart for its Service quality in terms of
RATER.
(RELIABILITY,ASSURANCE,TANGIBILITY,EMPATHY,RESPONSIVENESS
)

i) RELIABILITY (Accuracy of billing, Meeting promised delivery date)

RELIABILITY

11% 3% 17% Excellent


V. Good
Good

35% Fair
34%
Poor

Excellent V. Good Good Fair


Poor.
5 4 3 2 1
35
17% 34% 35% 11% 3%
of of of of of
Respondent Respondent Respondent Respondent Respondent

17% of the respondent rated 5 out of 5 to Reliance Mart for it service quality
in terms of Reliability

34% of the respondent rated 4 out of 5 to Reliance Mart for it service quality
in terms of Reliability.

35% of the respondent rated 3 out of 5 to Reliance Mart for it service quality
in terms of Reliability.

11% of the respondent rated 2 out of 5 to Reliance Mart for it service quality
in terms of Reliability.

Only 3% of the respondent rated 1 out of 5 to Reliance Mart for it service


quality in terms of Reliability.

ii) ASSURANCE (Guarantee and Warrantees return policy)

ASSURANCE

11% 15%
Excellent
16% V. Good
22% Good
Fair
Poor
36%

Excellent V. Good Good Fair


Poor.
5 4 3 2 1

15% 22% 36% 16% 11%


of of of of of
36
Respondent Respondent Respondent Respondent Respondent

15% of the total respondent rated 5 out of 5 that is Excellent to the service
quality of Reliance Mart in terms of Assurance.

22% of the total respondent rated 4 out of 5 that is V. Good to the service
quality of Reliance Mart in terms of Assurance.

36% of the total respondent rated 3 out of 5 that is Good to the service
quality of Reliance Mart in terms of Assurance.

16% of the total respondent rated 2 out of 5 that is fair to the service
quality of Reliance Mart in terms of Assurance.

11% of the total respondent rated 1 out of 5 that is poor to the service
quality of Reliance Mart in terms of Assurance.

It shows that 11% of the respondent are dissatisfied with the service of
Reliance Mart in terms of Guarantee and Warrantees return policy. Measure
step is needed to be taken and Guarantee and Warrantees return policy
should be revised once again as customer view that it has long procedure.
The process of return policy should be minimized.

C) TANGIBILITY (Appearance of store, etc)

TANGIBILITY

5% 1% Excellent
27%
V. Good
35%
Good
Fair
32% Poor

Excellent V. Good Good Fair


Poor.
5 4 3 2 1

27% 32% 35% 5% 1%


37
of of of of of
Respondent Respondents Respondents Respondents Respondents

It is very obvious that major percentage of the respondents are satisfied


with the service quality of reliance mart in terms of tangibility.

We can see it through Rating .

27% of the respondents rated 5 out of 5 to Reliance Mart for its service
quality in terms of tangibility. (Excellent)

32% of the respondents rated 4 out of 5 to Reliance Mart for its service
quality in terms of tangibility. (V. Good)

35% of the respondents rated 3 out of 5 to Reliance Mart for its service
quality in terms of tangibility. (Good)

5% of the respondents rated 2 out of 5 to Reliance Mart for its service


quality in terms of tangibility. (Fair)

1% of the respondents rated 1 out of 5 to Reliance Mart for its service


quality in terms of tangibility. (Poor)

iv) EMPATHY (Personalized service, Receipt of Notes, Email, Recognition


by name.)
EMPATHY

Poor Excellent
11% 18% Excellent
Fair
V. Good
16%
Good
V. Good
25% Fair
Good Poor
30%

Excellent V. Good Good Fair


Poor.
5 4 3 2 1

18% 25% 30% 16% 11%


38
of of of of of
Respondent Respondent Respondent Respondent Respondent

In terms of Empathy respondents have mixture view. Like

18% of the respondents view empathy excellent and rated 5 out of 5

25% of the respondents view empathy V. Good and rated 4 out of 5

30% of the respondents view empathy Good and rated 3 out of 5.

16% of the respondents view empathy fair and rated 2 out of 5.

11% of the respondents view empathy poor and rated 1 out of 5.

V) RESPONSIVENESS (Returning call, Giving prompt services etc)

RESPONSIVENESS
RESPONDENT IN
PERCENTAGE

40% 29%
30% 21% 21%
20% 15% 14%
10%
0%
d

or
d

ir
nt

oo

Fa
oo

Po
ll e

G
G
ce

V.
Ex

39
Excellent V. Good Good Fair
Poor.
5 4 3 2 1

21% 15% 29% 14% 21%


of of of of of
Respondent Respondent Respondent Respondent Respondent

For Responsiveness, respondents have mixed feeling.

21% of the respondents rated 5 out of 5 to Responsiveness of Reliance


Mart that is also rated as Excellent.

15% of the respondents rated 4 out of 5 to Responsiveness of Reliance


Mart that is also rated as V. Good

29 % of the respondents rated 3 out of 5 to Responsiveness of Reliance


Mart that is also rated as Good.

14% of the respondents rated 2 out of 5 to Responsiveness of Reliance


Mart that is also rated as Fair.

21% of the respondents rated 1 out of 5 to Responsiveness of Reliance


Mart that is also rated as Poor.

14) CUSTOMER PREFERENCE.


CUSTOMER PREFERENCE
1%
Reliance Mart
4%
23% Big Bazar

Vishal Megha
72% Mart
Others

40
72% of the respondent like Reliance Mart, 23% of the respondent like Big
Bazar, only 4% of the respondent like Vishal Megha Mart and only 1% of the
respondents like Other retailers.

We can see that even in the catchment are of Reliance Mart 23% of the
respondent like Big Bazar. It means Reliance Mart is still not able to reach
fully even in its own catchment area. Care is needed to be taken as Big
Bazar is penetrating even in the catchment area of Reliance Mart.

A better strategy to satisfy customer is only the way to gain customer


attention and to penetrate more in own catchment area.
Strategy must be in all area like Promotional offer/Scheme, Product
Pricing, Employee behaviour, Billing process, Product Assortment,
Product Quality, Service quality in terms of RATER etc.

If proper steps is not being taken then Big Bazar would penetrate more in
the catchment area of Reliance Mart and can convert the customer of
Reliance Mart into its own customer and at the end of the day it can increase
its market share

15) Role of word of mouth

92%
100%

50%

8%

0%
Yes No
Series1 92% 8%

41
Major 92% of the respondent like to recommend Reliance Mart to other for
shopping. It is a good sign despite of only 72% of the market share it its
own catchment area.

8% of the respondent don’t prefer to recommend other to shop at Reliance


Mart. But one should not ignore this negative 8%, as one dissatisfied
customer communicates negatively to 13 people on an average regarding
his dissatisfaction. It can lead to lost of customer confidence and ultimately
lost of market share which lead to decrease in sale.

RESPONDENTS’ INCOME (MONTHLY)

6% 5-10 Thousand
24% 11%
10-15 Thousand
15-20 Thousand
14%
20-25 Thousand
25-30 Thousand
14%
30-40 Thousand
13%
18% 40 Thousand Onward

42
It is obvious from the graph the major 24% of the Respondents have
monthly income more than 40,000

18% of the respondents are in the bracket of 25,000 to 30,000 monthly


income while 14% of the respondents are in the bracket of 30,000 to 40,000
monthly income.

13% of the respondents are earning 25,000 to 30,000 monthly.

14% of the respondents are in the bracket of 15,000 to 20,000 monthly


income.

11% of the total respondents are in the bracket of 10,000 to 15,000


monthly.

Only 6% of the total respondents have monthly income between 5,000 to


10,000

RESPONDENTS’ AGE GROUP

6% 5% 15%
15-25 year
13% 25-35 year
35-45 year
45-55 year
36% 55-65 year
25% 65-75 year

It is very clear from the graph that 15% of the respondents fall in the age
group of 15-25 year.

43
36% of the respondents fall in the age group of 25-35 year.

25% of the respondents fall in the age group of 35-45 year.

13% of the respondents fall in the age group of 45-55 year.

Only 6% of the respondents fall in the age group of 55-65 year and 5% of
the respondents fall in the age group of 65-75 year.

RESPONDENTS’ OCCUPATION

7%
2% Service
15% 36% Business
Housewife
student
Professional
25% Retired
15%

44
Major 36% of the respondents are doing Service having one day leave in a
week. It means there must be increase in footfall on that day. So there
should be some thing special for them during that day.

15% of the respondents are businessman.

25% of the respondents are housewife so strategy must be made to attract


this segment.

15% are student.

2% are professional

7% are retired people.

FINDINGS

a) It is found that major 39% of the respondents are monthly shopper and
37% of the respondents are occasionally visitor as per their requirement.
The average footfall is 1418 customer. Out of which the conversion rate is
49%.

b) It is found that Reliance Mart is not able to come up to the expectation level
of major percentage of the respondents fully.
Hence it can be said that concrete measure should be taken by the company
to come up to the customer expectation.

c) It is found that major percentage of the respondents are attracted to the


Reliance Mart because of all the factors like Price, Product Assortment,
Product quality, Promotional offer, Employee Behavior.
And remaining have different point of attraction. Like some attracted because
of price, some because of product assortment, some because of product
quality, some because of promotional offer/scheme, some because of
employee behaviour etc.
Only 6% of the total respondent are attracted because of Location of
Reliance Mart.

45
d) Customer Service Desk plays vital role in retail. It is found that major
percentage of the respondent are satisfied with the CSD.

e) Most of the respondents are satisfied with the billing process but some of
have grievance that some time when there is long queue some time there is
no attendant on one or two POS (Billing counter).

f) Major percentage of respondents are satisfied with the ambience of store.

g) It is found that major percentage of respondents view that CSA


help them during purchase.

h) Promotions are attractive but not so in comparison with others like Big Bazar
some thing more is needed to be done regarding promotions

i) Major percentage of the respondents are in the bracket of some what


satisfied related to gift redemption process as the process is time taking.

j) Regarding price different respondents have different feeling but


major percentage of respondents feel that price is nominal here.

k) Some of the customer view that they do not find


each and every Product available but major percentage of the respondents
say what ever product they require it is available in Reliance Mart.
Regarding F&V it is found that the distribution takes time as the van carrying
F&V always come late between 10 am to 11 am. Hence supply of F&V should
be on time as early in the morning as it possible.

l) More than half of the total percentage of the respondent view that there is
benefit of holding Reliance One membership card But remaining things it
has no benefit.

m) Service quality in terms of RATER


Regarding Reliability major percentage of the respondent are satisfied.
Regarding Assurance most of the respondents are satisfied
Regarding Tangibility also most of the respondents are satisfied
Regarding Empathy it seems most of the respondents are satisfied.
Or neutral
Regarding Responsiveness there is different feeling in respondents
like some of view that it is good while some of view that it is not up to the
mark

n) It is found that Reliance Mart has 72% share in its catchment area.

o) Major 92% of the respondent like to recommend Reliance Mart to other for
shopping.
8% of the respondents don’t prefer to recommend other to shop at
Reliance Mart. But one should not ignore this negative 8%, as one
dissatisfied customer communicates negatively to 13 people on an average

46
regarding his dissatisfaction. It can lead to lost of customer confidence and
ultimately lost of market share which lead to decrease in sale.

p) Major 36% and 25% of the respondents fall in the age group of 25- 35
year and 35-45year simultaneously so strategy should be made keeping in
mind the age group also to increase sale. There should be something
special to attract this age if sale is to be increase.

q) Major 36% of the respondents are doing Service having one day leave in a
week. It means there must be increase in footfall on that day. So there should
be some thing special for them during that day. 25% of the respondents
are housewife so strategy must be made to attract this segment.

r) The sale of Reliance Mart increased due to promotional event gradually.

RECOMMENDATIONS

To come up to the satisfaction level of customer it is very necessary to


consider the points written below.

• There should be customer Feedback box in the name of “Customer


Complain box”. It must be accessible only to H.R. One person should
be deputed to handle it daily. By doing this customer grievances can
be monitored closely. (One of the most efficient way to achieve
customer satisfaction). If it is done more than 50% of the problem is
solved. CSD should aware customer regarding “Customer complain
box”.

• Some of the CSA behavior is very rude. These CSA should be


monitored closely and should be trained properly as they foment

47
dissatisfaction among customers which can cause decrease in sale. It
can also play the role of negative word of mouth.

• F&V supply always delay by 1.30 hr to 2hr in the morning during peak
hour of sale. F&V must reach to the store floor before 9 am. Hence
distribution of F&V is needed to be improved or monitored.

• Luggage section is suffering from similar product design, especially in


Samsonite (American Tourister). Something is needed to be done to
bring different design of Samsonite on the floor. AS customer always
enquire of different design of Samsonite.

• Some time it is found that there is long queue so cashier must present
on all the “Till” (POS) during peak hour of sale. Cashier handling speed
is needed to be monitored.

• On most of the Jacket the word “Hot Offer” is written it appears


monotonous. Hence instead of it different word should be written
having similar meaning to attract customer.

• It is observed that whenever there is promotional advertisement given


by Reliance Mart in news paper “Sale” has increased. For example on
31st of May there was sale of Rs. 11 lac. So promotional advertisement
must publish in news paper and advertisement must be telecast on
local T.V channel and Radio twice in a month to increase sale.

• Most of the promotional offer confused customer. It also cause


dissatisfaction. Communication of promotional offer must be clear to
customer. Regular announcement of promotional offer from CSD is
needed. As it is found that CSD has lackluster approach. It announces
but announcement is not frequent.

• CDIT department has high value item but it is not clearly visible from
the apparel section because of Home decor Gandolas.Hence Home
decor section must be arranged in such a manner so that it should be
visible from apparel section as the escalator attached to the first floor
is in apparel side. Even the customers who stand near by home decor
find it difficult to locate CDIT section.

• Watches and Cosmetics should be in one side and should not surround
by apparel especially in case of Cosmetics then only its sale would
increase. There is no proper arrangement to display the cosmetics to
customer. There should be some furniture so that sales girl can show
Cosmetics to customer comfortably and customer can feel easy to

48
purchase it. Then only customer can satisfy and sale of Cosmetics can
increase.

• Reliance Mart should give those offers which can facilitate more money
saving as the customers are price sensitive.

• Reliance Mart should give credit facility at least to their loyal customer
as it is also the reason behind customer dissatisfaction because they
always get credit facility from local Kirana store.

• Reliance Mart should also use Hording for advertisement.

• A better strategy to satisfy customer is only the way to gain customer


attention and to penetrate more in its own catchment area.Strategy
must be in all area like Promotional offer/Scheme, Product
Pricing, Employee behaviour, Billing process, Product
Assortment, Product Quality, Service quality in terms of RATER
etc.

CONSLUSIONS
This study has tried to address the need for customer satisfaction in Reliance
mart. From the foregoing analysis and finding it is evident that customers
have much more expectation from Reliance mart

Reliance Mart is not able to come up to the expectation level of its customer
fully.

Promotional offers are mostly confusing.

In terms of RATER Reliance Mart service is satisfactory.

Supply chain must be more efficient, especially in case of Food & Vegetable.

Respondents suggested that there should be proper communication


regarding promotional offer. That must be easy to understand.

49
A better strategy to satisfy customer is only the way to gain customer
attention and to penetrate more in own catchment area.
Strategy must be in all area like Promotional offer/Scheme, Product
Pricing, Employee behaviour, Billing process, Product Assortment,
Product Quality, Service quality in terms of RATER etc.

Customer data base present on page no. 43 to 51 can be use for telecalling,
massaging to communicate promotional offers/scheme.

The result of promotional program is that the sale of Reliance Mart gradually
increased and on the 31st May 2009 the Total sale was 11 lac.

Last but not least Ranchi is not as much developed as metros so thinking
and attitude of customers is conservative. So the concept of retail that is
Touch and Feel the product would take time to be properly applied. As
some segment of the customer of Ranchi hesitate to enter into the retail
store. Once the conservative thought would abolished definitely the Retail
will grow with leap and bound, Ultimately it would benefit Reliance Hyper
Mart.

LIMITATIONS OF THE STUDY


Every project has its limitations. This project is no longer exception. I had
faced a number of problems during the project work.

Followings are the limitations of the study:-

Time constraint. Because of the restricted time available for the completion
of this project I felt restricted in covering more areas for the project.

The scorching summer in Jharkhand made it difficult to cover the areas of


the survey.

Some of the people were not well educated, so I faced problem in


interviewing them.

Some people had not time to answer the question.

Some time respondents are biased.


50
Some of the fact may be left because of lengthiness of questionnaire as
people don’t want to give answer to lengthy questionnaire.

SIP WEEK WISE


1st Week

During 1st week I visited all the department of the store to understand the
working of store and to acquaint with the department and with DM, ADM,
and CSA. As retail gives opportunity to deal directly with the end-user and to
understand the need of end-user. So during the 1st week I acquainted my
self with the nitty-gritty of retail

2nd Week
This week was one of the best week of my SIP. This week was fully devoted
to promotion(CUSTOMER CONNECT ACTIVITY). During this week Reliance
Mart arranged RAINBOW FEST i.e. KIDS CARNIVAL(CUSTOMER CONNECT
ACTIVITY) to increase the footfall of the stores of Ranchi, especially in
Reliance Mart (Kanke Road Ranchi).
Many programs were organized during this “RAINBOW FEST” for kids which
included CRAZZY COLORS , QUIZ CRUSH, , JOHNSONS HEALTHY

51
BABY’S SHOW, JALWA(CATWALK) ,JHOOM BARABAR JHOOM(DANCE
COMPETITION) at Reliance Mart Kanke Road.
I was responsible to organize JHUM BARABAR JHUM(DANCE
COMPETITION).

The main objective was to increase the footfall which ultimately


increase the sales of the store.

I also Hosted the Semifinal of Kids Carnival and Co-Hosted the grand finale
with the (customer service manager) Miss Upasana.

Carnival resulted a huge success and a very good response from the
customer was found. Ultimately this FEST gave me a good exposure of
working of Corporate World.
I interacted with lots of people which helped me to understand the buying
behavior of the consumer practically.

3rd Week

By the beginning of 3rd week I started the research work on the assigned
topic “Customer satisfaction and delight”. I used to spend 4 hour in Mart and
6 to 7 hour in the catchment area of Reliance mart. During this period I also
learnt the Benchmarking process

During this week of my SIP I was told to do the sales work .For this purpose
Mr. Anuj Sinha (Assistant Marketing Manager) Reliance Mart, kanke Road,
Ranchi guided me personally and taught me various aspect of sales, along
with sales I also learned Store Operations of Reliance Mart. I learnt how the
stock is transferred from DC to the store and how the Stock Transfer Note is
checked in the store and on that basis of that Goods Received Note is
prepared and then it is entered into SAP.
52
This week I also learnt that the main principal of retail is customer should
touch and feel the product then only customer would emotionally envolve in
purchase process, and once the customer emotionally attach in purchase the
sale increases. As the average ticket size of the mart is 450 maximum
conversion is very necessary as present conversion rate is 49%

I also learned that three things are very essential in retail that is:-

a) Store look

b) Communication

c) Customer Service

I also learnt that product visualization plays a major role in product sales.

The stock transfer from DC to the store is also very important, I learnt how
the stock is unloaded in the store, a Stock Transfer Note is send by DC to
make sure that all the stock is rightly send to the store then after that we
check the stock by counting each SKU so that we can make sure that there
is no difference between product physically and in the Stock Transfer Note.
After that GRN is prepared and it is entered into SAP so that DC could know
that the how much stock is present in the store.

Reliance uses two kind of stock delivery in the store

1) Through DC which is mentioned above.

2) Through DSD (direct store delivery) basically the products such as Ice
creams, Breads, Cold drinks are purchase directly through vendors and for
that DSD is done , for that PO (purchase order) is prepared and then it is
send to vendor on that basis vendor send the product directly to the store
and a GRN is also prepared for DSD and then it is entered into the SAP.

Another very important aspect of retailing which I learnt this week was PI
(Physical Inventory), PI is the difference between the Book Stock and the
Physical Stock of the store, the objective behind PI is System stock –
Physical accuracy, Accurate Replenishment, Shrinkage reporting and control.

4th Week

During this week I learned a very important aspect of organized retail that is
the backbone of visual merchandise i.e. PLANOGRAM. It means Plan your
program . A planogram is the systematic way of arranging the different
product category in the bays of the store, on the basis of Plano Gram the

53
product are arranged in the store, and on that basis the stock is also
maintained in the store. Plano Gram consist of :-

Category: - The Category is the basic unit of analysis of making


merchandising decisions. In general category is the assortment of items that
the customer sees as reasonable substitutes for each other. In Reliance Mart
there different category such as Staples, Processed Food, Non- Food, Dairy
etc. in the food section.

Bay: - Bay consists of different fixtures which are used in the store to keep
the products. The different kinds of fixtures which are used in Reliance marts
are

1 Wall Rack

2 Floor Rack

3 Hyper

4 Promo Bin

5 Top Pallets

6 Peg Wall

Article No. : - Article Number is the internal numbering code of Reliance


retail which is used to recognize the product on the basis of number as the
software can easily recognize the article no. and it remains constant whereas
EAN always varies due to offer for eg. If the a product is having a offer and
there is both old and new stock is available in the store then on the basis of
Article no EAN is changed on that product in which offer has been promoted.

Bar Code (EAN):- The machine-readable representation of the UPC Bar


codes is read by a scanner that passes over the code and registers the UPC.
The width of each black line and the subsequent white space between each
line coincides with the numbers of the UPC.

SAMPLES OF BAR CODES

54
UPC (pronounced as separate letters) Short for Universal Product Code, a
unique 12-digit number assigned to retail merchandise that identifies both
the product and the vendor that sells the product. The UPC on a product
typically appears adjacent to its Bar code, the machine-readable
representation of the UPC. The first six digits of the UPC are the vendor’s
unique identification number. All of the products that one vendor sells will
have the same first six digits in their system. The next five digits are the
product’s unique reference number that identifies the product within any one
vendor’s line of products. The last number is called the check digit that is
used to verify that the UPC for that specific product is correct.

There are now five versions of UPC (A – E) and two versions of EAN
(European Article numbers; version 8 - 13). The Japanese Article
Numbering (JAN) code has a single version identical to one of the EAN
versions with the flag characters set to ``49''. UPC and EAN symbols are
fixed in length, can only encode numbers, and are continuous symbolize
using four element widths.

Stacking:- Stacking is the arrangement of product one upon another so


that the same merchandise could be arranged according to demand.

Facing:- Facing is the face of the merchandise which is to be looked by the


customer while shopping on the basis of the product size and amount facing
is decided.

Depth:- Depth is the amount of particular merchandise is to be kept in the


shelf on the basis of the size of the merchandise depth is decided.

55
MBO:- MBQ is the total number of particular merchandise which is to be
kept on the shelf.

Sample of Plano gram

CATEGORY BAY SKU ARTICLE NO. EAN SHELF FACING DEPTH STACKING MBQ

NO NAME CODE( European

Article Number

Processed 2 Parle 490006733 8901719701009 5 1 8 2 16

Food Glucose

Biscuit

231 Gm

pp

5th Week :- This week was devoted to understand the each and every
activity of Store Operation which is performed on daily, weekly & monthly
basis respectively. Mr TUHIN DAS Assistant Store Manager Reliance Mart
Kanke Road explained each and every activity thoroughly.

Daily Activity which are performed in the store are

1. Receiving stock

2. Morning Briefing

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3. Job Allocation

4. Float at POS

5. Telecalling

6. DCC

7. Energy Portal(morning)

8. SEL Portal

9. Promo Check

10.Store Performance (morning)

11.Bread Intending

12.DC GRN

13.DSD GRN

14.Date Code Check

15.Update Reports

16.Store Performance ( afternoon)

17.SOP Audit Checklist

18.Customer Voice Entry

19.Quality Audit

20.Dump

21.Markdown( food)

22.GRN Deposit

23.Energy Portal ( evening)

24.EOD

25.Footfall Report

Weekly Activity

1. Price Benchmarking

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2. Leafleting

3. Mark Down(Non Food)

Monthly Activity

1. Physical Inventory

2. Update Registers

3. Consumables Indenting

4. Consumables Booking

These were the activity which I did practically on daily basis for this week,
and learnt almost all the activity which is performed in the store.

Some of the important works which are done through SAP are as following

1. GRN

2. PO

3. PI

4. Commercial Activity

5. EOD

6. Store Performance

7. Store to Store Transfer

These are the some major activity which is performed through SAP else each
and every activity has to be entered in the SAP so that the work goes
smoothly.

Mean while I was also conducting the research work by devoting proper time
for survey as my sample size is 150. So it took time to get it filled
completely.

Last 10 Days

I Devoted my time completely on the research work and on CSD.

Another important thing which I learnt this week was the MFT operations
with the help of MSR on CSD I learnt all the work which are been performed
at Customer Service Desk. Some of works which I learnt here are as
following
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• Enrollment for Reliance One Membership Card

• Electronic Recharge of RIM & AIRTEL

• Feed Back Form

• Point Redemption for Discount

• Telecalling

• Offers Announcement

This week I also learned billing process.

CUSTOMER DATABASE

NAME ADDRESS PHONE NO.

1. Sachin Kr. Gupta Janki Enclave, 3rd Floor 9934333440


Kanke Road Ranchi-8

2. Hswala 28/200 CMPDI Colony 9431708641


Ranchi 8

3. S.K.Mishra Lake Garden, Kanke Road, 2231366


Ranchi
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4. Mrs Usha Choudry BAU Kanke 24250631

5. Ashok Kumar Dhawan Nagar, Kanke Road 9430731233


Ranchi

6. Turun Kanke Road, Ranchi 2230408

7. Sarad Bannerjee 192/AC Opp. Krishi Bhawan 9334464522


Kanke Road

8. A.k Mishra B4 Tirupati Aptt Kanke road 2231460


Ranchi

9. Sanjay Kr. Sen Kanke Road Ranchi 9835352251

10.Neeleem ChoudharyUma Santi Flat No.-205 9308709969


Kanke Road

11. Sunil Mishra Kanke Road, Dhutoli Asme 9431171597


Ranchi

12. Shubhojeet NahupatnaI.I.C.M, Kanke Road 09955317404

13. Vishal D/46 CCL Colony, 9931347001


Kanke Road Ranchi

14. B.D Sharma 206 Kshirsagar Aptt. 0651-2233593


Kanke Road Ranchi-8

15. Dr. Rabindra Kumar Kanke Road Ranchi 9434748951

16. Indu Dubey Kanke Road Chandani Chowk 9934315432

17. Jayadish Mahato Dhawan Nagar Kanke Road 9931506441


Ranchi

18. Ishrat Jahan P.H.C Kanke Ranchi 9934159177

19. Subrata Sen Kanke Road Ranchi 9234705653

20. Pranav Kr. Jaiswal B/702 CMPDI kanke Road 9835162988


Ranchi

21. Punam Mewara Sri Ram Garden, Flat no. 9430352000

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2502 Kanke Road
Ranchi

22. Prinay Kr. Sinha J.P. Marg Kanke Road 9334424186


Ranchi

23. Subhash Chandra F 3 Sambhav Apartment, 2232930


Dey Kanke Road, Ranchi

24. Ram Kishor Singh 704 Uma Shanti Kanke 9430361041


Road Ranchi

25. Apurwa Nishi Misir Gonda kanke Road 9470360027


Hassa Ranchi

26. Priya Ranjan 182/C Kanke Road 9905111875


Kumar

27. Shambhu Mishra Reliance Communication,


Maru Tower Kanke Road 9334424400
Ranchi

28. Milan Kanti Roy 1D/25CMPDI Colony 2232239

29. Buahmanand Kumar Kanke Road Ranchi 9308724181


Roy

30. B.S. Namdhari Flat 403 Panchwati 2233424


Apartment

31. R.K Sinha CMPDI Ranchi 9431493270

32. Noor Kanke Road Ranchi 9973768484

33. Neha Kumari R.V.C Ranchi 9835942643

34. M.K Mishra Vidyapatinagar Kanke Road 0651-223248


Ranchi-8
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35. Mukul Kujur Prem Nagar, Kanke Road 9334385009
Ranchi

36. Vir Krishen Kaul 2D/75 CMPDI Colony 9431129383


Kanke Road Ranchi

37. Durga singh Misir Gonda Kanke Road 9204146594


Ranchi

38. Pankaj Pal Barla CCL Qtr. No. 1B/182 9835112726


Gandhi Nagar Colony,
Kanke Road Ranchi.

39. Pratima Agarwal Lake Palace, Lake Avenue 0651-3295335


A-5 Kanke Road 9234618087

40. S.C Agarwal Mission Gate Kanke Road 9470902111


Ranchi

41. S.K Mishra RINDAL Kanke Ranchi 9431183939

42. Seema Singh 603BW Koyla Vihar Sanskriti 9431501745


Kanke Road Ranchi.

43. Lalan Kumar 4a 4th Floor Ramsakhi 9760175701


Apartment Kanke Road
Ranchi.

44. A. Thakur U.M.O CMPDI (HQ), Kanke 9931347008


Road Ranchi

45. Abhineet Ghai Saket Nagar Kanke Road 9835165779


Ranchi.

46. Rahul Modi Kanke Road Ranchi 9709032535

47. Santosh Kr. Sinha Vidya Pati Nagar Kanke 9470145800


Road Ranchi

48. Rajeev Gupta 5C Rashmi Rath 9431323882


Appartmenmt Kanke Road

49. Iqbal Ahmed Bhita Basti, Kanke Road 9973205090


Ranchi

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50. J. Nelson 2D/6W CMPDI Colony 9470135852

51. Tripti Agrawal Mahananda Apartment 9934589195


Kanke Road Ranchi

52. Ramesh Chandra 104, Sai Ram, Dam Site, 9431105737


Thakur Road No.-2, Kanke Road
Ranchi

53. Dinesh Kabra Kanke Road Ranch 2230270

54. Prabhat Chandra 2F Sarswati Apartment 2233285


Prasad Opposite Rock Garden,
Kanke Road Ranchi

55. Sarita Mewara Shree Ram Garden “B”Block 9708996620


Flat 6011 Kanke Road Ranchi 0651-3299329

56. V. Kapur Kanke Road Ranch-8 2233230

57. Badri Narayan B/2, B/13, Prof. Colony, 9470301575


Mishra RAC, BAU Ranchi

58. Dr. Seema Prakash Behind Holiday home Bhittha 0651-2231455


Kanke Road Ranchi 9431362375

59. Sunil Kumar Singh CMPDI, Godwari Place Ranchi 9431580696

60. Niraj Kumar Chandani Chowk Kanke 9431268140


Road Ranchi.

61. Ranjit Kumar Singh Lake Road Ranchi 9835319526

62. Mrinal Chakrawarti 2 Vidys Patinagar Kanke 9234280742


Road Ranchi 9304345191

63. Rohi Wadhwani Trishul Kanke Road 9835134214

64. Sanjay Kumar Dube Mension 3rd Floor Line 2560189


Tank Road Ranchi.

65. Basant Kumar 401 Shantiniketan Apartment 9810384725


Police Line Ranchi

66. Binod Kumar Morabadi Ranchi 9334317156

67. Sumit Prakash Apartment Bariatu 9334281272

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Road Ranchi

68. Tanu Singh Kusum Vihar Morabadi 9970056038

69. Dr. R.K Singh 2K/5 Bariatu Housing Colony 0651-3255472


Ranchi -9

70. Rahul Kumar Sen Morabadi, Harihar Singh 9652816306


Road Ranchi

71. Rajesh Kumar B-2 Parijat Apartment, 9334511187


Tagore Hill Road Morabadi

72. Dr. Raghavendra Indra kuti Patra Khatal Road 9939372619


Kumar Morabadi Ranchi

73. Ansh Morabadi, T. O. P, Old 983593065


Morahabadi Ranchi

74. Sikhudar Morabadi 9835197346

75. Mr. Umesh Mehta Ratu Road 9835533169

76. Sujeet Kr. Singh Ratu Road near Chaudhary 9431968598


Dhramsala Ranchi

77. Rajesh Kumar Ratu Road Ranchi 9430210765

78. A. Swaroop D-L Doordarshan colony 9431118710


Ratu Road Ranchi

79. Vimla Devi T.V Tower Ratu Road Ranchi 9431593738

80. Rohit Lakra Kumhar Toli, Road No.-2 9934308277


Purulia Road House No.-10
Daywanti Ranchi

81. Anupam Kr. Jha Flat No. FR-8 Asha Jagat 933477778
Jaiswal Apartment Peace
Road Lalpur Ranchi 834001

82. Anil Kumar Mishra Lajpat Nagar N/R Lata Lajpat 9431187099
Sr.Sec. School Pundag.
Ranchi 12

83. Arindan sinha Flat No.-103, Madhuri 9835119380


Apartment Bardwan

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Compound Lalpur Ranchi

84. Manoj Kumar QR New CD/199/Sree II 933405509


Dhurwa
85. Arup Mitra Saket Vihar, Harmu Ranchi 9431101466

86. Sujit Kumar P-202, Triveni Appt, Airport 9308023370


Road,Hinu Ranchi

87. Ravi Ranjan Church Road Ranchi 9905710063

88. Rahul Anand Bariatu Housing colony 9835577149

89. Syed Nasir Jamil SK/78 Bariatu Housing 9835135544


Colony Ranchi -9

90. Avinash Kumar Kamla Kant Lane, Hill side 9334701456


Singh Ranchi

91. Arjun Kunal Chutia Ranchi Railway 9431355749


Colony

92. Vijay Kr. Verma Janki Sadan, Near Firing 9431167942


Range Bariatu, Ranchi

93. Hari Om Flat 305, Hinoo, Ranchi 9006271645

94. Chandra Shekhar Dupti Dara Kutchery Chowk 9431354861


Prasad Ranchi

95. Anil Kumar Harmu Housing Colony 9905534113


Ranchi

96. Ravi Raj Upper Bazar Pyuda Toli 9334832012


Ranchi

97. Dr. Anjana Jha 6. Heritage Garden, 9431792155


Deepatoli Ranchi-9

98. Pawan Kumar Vidya Nagar Road No. 1 2223149


Harmu Ranchi.

99. Mrs Sahin Resma Mani Tola Doranda Ranchi 9939585839


(Rani)
100. Jaya Singh Basant Vihar, Harmu 9905545350

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Housing Colony

101. Mrs Sangita Ranibagan Ranchi 9334450223


Kumar
102. Mrs Kavita Sinha 197/C, Vidyalaya Marg, 2240363
Ashok Nagar Ranchi.

103. Rohit Sharma Indrapuri Ranchi 9334368528

104. Pankaj Kumar Namkum Bazar Ranchi 9431170564

105. Samita Nagesia Gandhi Nagar (Near Mont 9431575567


fort School) Ranchi.

106. Goutam Sen SE-3 Devgin Apartment 9431927904


Kadru Ranchi

107. Mirtunjay Kr. Samlong, Ranchi 9334971496


Vidyarthi
108. Sanjay Kr. Behind Ranchi College Ranchi 9334373473
Chaudary
109. Dr. Nirmala Singh C/50 Rd. Ho. -1 Ashok Nagar 9431352780
Ranchi

109. Mr. T Prasad Radium Road Ranchi 9771835866

110. Sanjay Gupta Radium Road Ranchi 9835161769

111. Ashutosh Bhagat Main Road Khunti 06528220612

112. Rajiv Ranjan Behind Birsa Zoo Chakla 9431107788


Prasad Ormanjhi

113. Pankaj Kumar Patratu Dist.- Ramgarh 9973841615

114. Sangita Singh Saunda Colliery 9431049155

115. Manjul Kr. Dhan Silli Ranchi 9709016715

116. Ranjit Prasad Patratu 9905755010

117. Shailendra Kumar PTPS Patratu Hazaribagh 9204875177

118. Mr. Harpal Singh Anantpur Doranda Ranchi 9835371467

119. Dr. Shankar Ashiana Apartment Block-51 9435304460


Sarma

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120. Shahid Haque Near Doranda Catholic 9334904999

Church Ranchi

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GLOSSARY
ABBREVIATIONS USED

1 AN - Article Number
2 ASM - Assistant Store Manager
3 CSA - Customer Service Associate
4 CSD - Customer Service Desk
5 DCC- Daily Count Correction
6 EAN - European Article Number
7 EOD - End Of Day
8 FDI- Foreign Direct Investment
9 GRN - Goods Received Note
10 ILO - Integrated Lights Out
11 JPC- Japanese Product Code
12 MFT - Membership Finance Traveling
13 MSR - Membership Service Representative
14 PI - Physical Inventory
15 PO - Purchase Order
16 POD- Point of Display
17 POG- Plano gram
18 POS - Point Of Sales

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19 RIL- Reliance Industries Ltd
20 RRL- Reliance Retail Ltd.
21 SAP- System Application Programming
22 SEL - Self Edge Label
23 SM - Store Manager
24 UPC- Universal Product Code

Questionnaire
Dear Sir/Madam, I Satish Tiwari, student of Institute of Productivity
and Management, Meerut, conducting a Research Study for Summer
Project. It is for Educational purpose and is completely confidential.

1. How often do you visit Reliance Mart?


a) Daily b) Weekly
c) Monthly d) Alternate day
e) Any other ……………….

2. Do you think Reliance Mart meets your expectation in terms of


Performance and Quality?
a) All of the time b) Most of the time
c) Some of the time d) Just now and then

3. What attract you more to Reliance Mart from its competitor?


a) Price b) Product Assortment
c) Product Quality d) Promotional Offer
e) Employee Behavior f) All of the above
g)If any other please specify ……………………………………………………..

4. Do you find Customer Service Desk Co-operative?


a) Yes b) No
c) If No then please specify………………………………………………………….

5. Are you satisfied with the billing process?


a) Yes b) No
c) If No then please specify……………………………………………………………

6. Are you satisfied with the ambience of store?

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a) Very Satisfied b) Some what Satisfied
b) Neither Satisfied nor Dissatisfied. c) Some what dissatisfied
d) Very dissatisfied.

7. Do you think, CSA assist you during purchase?


a) Very often b) Often
c) Sometimes d) Rarely
e) Never

8. How attractive are the Promotions in your views?


a) Very attractive b) Fairly attractive
c) Neutral d) Not so attractive
e) Not at all attractive.

9. Are you satisfied with the gift voucher redemption process?


a) Very satisfied b) Some what satisfied
c) Neither satisfied nor dissatisfied d) some what dissatisfied
e) Very dissatisfied

10. Do you find there is minimal price of product in Reliance Mart?


Yes No
5 4 3 2 1

11. Do you find your choice of product always available in Reliance


Mart? Please give rating as per your visit.
Available Not Available

5 4 3 2 1

12. Does it worth holding Reliance One membership card?


a) Yes b) No

If no please specify……………………………………………………………………..

13. What rate would you like to give to Reliance Mart for its service
quality in terms of RATER?

a) RELIABILITY:- Accuracy of billing, Meeting promised delivery


date.
i) Excellent ii) Very good iii) Good iv) Fair v) Poor
5………… 4………… 3……..... 2………. 1………

b) ASSURANCE (Trust):- Guarantee and Warrantees return policy.


i) Excellent ii) Very good iii) Good iv) Fair v) Poor
5………… 4………… 3……..... 2………. 1………

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c) TANGIBILITY:- Appearance of store, Sales people.
i) Excellent ii) Very good iii) Good iv) Fair v) Poor
5………… 4………… 3……..... 2………. 1………

d) EMPATHY: - Personalized service, Receipt of Notes, Email,


Recognition by name.
i) Excellent ii) Very good iii) Good iv) Fair v) Poor
5………… 4……… 3……..... 2………. 1………

e) RESPONSIVNESS:- Returning call and E-mails, Giving Prompt


service.
i) Excellent ii) Very good iii) Good iv) Fair v) Poor
5………… 4………… 3……..... 2………. 1………

14. Give your preference.


a. Reliance Mart b) Big Bazar c) Vishal Megha Mart d) Others
……………. ………… ………………… ……… ……………..

15. Would you like to recommend Reliance Mart to other for


Shopping?
a) Yes b) No
c) If No then please specify………………………………………………………….

Personal Detail
Name…………………………………………………………………………………………………
Address………………………………………………………………………………………………
Occupation……………………………. Age…………………… Ph.No.(If any)…………

In Which income group do you fall?


a) 5,000-10,000 b) 10,000-15,000

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c) 15,000-20,000 d) 20,000-25,000
e) 25,000-30,000 f) 30,000-40,000
g) 40,000- Onward.

BIBLIOGRAPHY

The followings have proved to be valuable and helpful to me while preparing


the report.

Marketing Management: - Philip Kotler

Research Methodology: - C.R Kothari

Retailing Management: - Levy Weitz

Internet website

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www.ril.com

www.google.com

www.answer.com

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