Sie sind auf Seite 1von 61

1.

INTRODUCTION AND COMPANY PROFILE


1.1 INTRODUCTION
Retail in India

Retail industry is the largest industry in India, with an employment of around 8% and
contributing to over 10% of the country's GDP. Retail industry in India is expected to rise
25% yearly being driven by strong income growth, changing lifestyles, and favourable
demographic patterns.
It is expected that by 2016 modern retail industry in India will be worth US$ 175- 200 billion.
India retail industry is one of the fastest growing industries with revenue expected in 2007 to
amount US$ 320 billion and is increasing at a rate of 5% yearly. A further increase of 7-8% is
expected in the industry of retail in India by growth in consumerism in urban areas, rising
incomes, and a steep rise in rural consumption. It has further been predicted that the retailing
industry in India will amount to US$ 21.5 billion by 2010 from the current size of US$ 7.5
billion.

Shopping in India has witnessed a revolution with the change in the consumer buying
behaviour and the whole format of shopping also altering. Industry of retail in India which
has become modern can be seen from the fact that there are multi- stored malls, huge
shopping centres, and sprawling complexes which offer food, shopping, and entertainment all
under the same roof.
India retail industry is expanding itself most aggressively; as a result a great demand for real
estate is being created. Indian retailers preferred means of expansion is to expand to other
regions and to increase the number of their outlets in a city. It is expected that by 2010, India
may have 600 new shopping centres.
In the Indian retailing industry, food is the most dominating sector and is growing at a rate of
9% annually. The branded food industry is trying to enter the India retail industry and convert
Indian consumers to branded food. Since at present 60% of the Indian grocery basket consists
of non- branded items.
India retail industry is progressing well and for this to continue retailers as well as the Indian
government will have to make a combined effort.

India Shopping Malls

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


1. Scope of the Indian Retail Market
2. Indian Organized Retail Market
3. Growth Factors in Indian Organized Retail sector
4. Opportunities in Indian Organized Retail sector
5. Challenges facing the Indian Organized Retail sector
6. Role of Supply Chain in Indian Organized Retail
7. Employment Generation by Indian Organized Retail Sector
8. Indian Organized Retail Sector's Impact on Lifestyles
9. Emerging Trends in Indian Organized Retail Sector
10. Growth of Retail Companies in India
11. Evolution of Indian Retail
12. FDI in Indian Organized Retail Sector

Formats in Indian Organized Retail Sector


• Hyper marts

• Large supermarkets, typically 3,500-5000 sq.ft

• Mini supermarkets, typically 1,000-2,000 sq.ft

• Convenience stores, typically 750-1,000 sq.ft

• Discount/Shopping list grocer

Reliance in retail

Reliance Retail Limited (RRL) is a subsidiary of Reliance Industries Limited, which is based
in Mumbai. RRL was set up in 2006 and marks the foray of the Reliance Group into
organized retail. RRL has been conceptualized to include growth for farmers, vendor
partners, small shopkeepers and consumers. It is based on Reliance’s backward integration
strategy, to build a value chain starting from farmers to consumers.

Business Divisions

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


Reliance Retail Ltd. has a number of company-owned outlets along with a franchisee format
that would be in collaboration with Kirana shop owners. Its various divisions are:

a) Reliance Mart

It is designed to be an all under one roof supermarket that again caters to household needs.

b) Reliance Fresh

It was the first amongst various format stores to be launched by Reliance Retail Ltd. It
currently has 453 stores operational across India and the ideology behind the initiative has
been to bring “Farm to fork” thereby removing middle men and benefitting both farmer and
consumer. The stores would typically be of an area of around 3,000-5,000 sq ft. Each store is
to provide fresh fruits, vegetables and also products of Reliance Select and other related
groceries. Each store is to at least 50 employees, thereby giving employment to around 1,500
people in the 30 new outlets. The retail major plans to have a total of 100m sq ft of retail
space in 800 cities by the calendar year 2010 and generate revenues of $22 billion by the end
of financial year 2011. Presently the Reliance Fresh store sizes are between 1100 sq ft and
7500 sq ft depending upon the location.

c) Reliance Super

It will be a smaller version of the hypermarket format. It is to offer over 10,000 products in
various categories like grocery, home care, stationery, pharmaceutical products, apparels &
accessories, FMCG, consumer durables & IT, automotive accessories and lifestyle products.
Reliance Super stores are to be large supermarkets with an area of 4,000 to 10,000 sq. ft. and
will not sell fruits and vegetables like Reliance Fresh.

d) Reliance Digital

It is a consumer electronics concept mega store. It is designed to be a one stop shop for all
technology solutions in the field of consumer electronics, home appliances, information
technology and telecommunications. The stores are to cover an area of more than 15,000 sq.
ft. and offer a variety of over 4,000 products spread across 150 brands along with solution
bundles to meet diverse customer needs. The staff will counsel and guide customers not only
to buy products but also provide complete solutions to ensure consumers buy the right
product at the right price. It will continue to offer Reliance One, a common membership and
loyalty program across all formats, which follows the philosophy ’Earn Anywhere, Spend
Anywhere’. It shall also provide finance options for purchases. Reliance Digital is to be a
large format store spread across 15,000 to 35,000 sq. ft. and is scheduled to come up in 70
cities in India in the near future.

e) Reliance Trends

It is a specialty apparel store that will sell men, women and children’s garments. The store
will carry the best of national and international brands like John Players, Peter England,
3

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


Indigo Nation, Wrangler, Reebok, and Lee, apart from in-house brands. The store layout is to
compliment the evolving taste and preference of fashion savvy consumers, giving them an
opportunity to view /shop with ease, along with well trained customer service associates, to
compliment the entire shopping process. By 2010, Reliance has planned to open 100 more
stores across the country with focus on major cities. The company is targeting a turnover of
`20,000 crore ($5 billion) from this format. This is a part of the US$ 25 billion (`100,000
crore) overall sales from retail business.

f) Reliance Wellness

It is a chain of specialty wellness stores that would offer pre-emptive, curative as well as
health and beauty solutions. The store is to add value to people’s lives, by providing products
and services that will proactively work to enrich people’s body, mind and spirit. It is to house
world class products under one roof and also educate consumers on their health needs, thus
enabling them to take charge of their health. It will sell international and national brands like
H2O, Neutrogena, Olay, Sports Nutrition, etc. They will also house alternate medicine, health
books & music. The stores are to showcase Wellness Events, Seminars, Workshops and
Advisory camps on contemporary wellness issues like diabetes, hypertension, fitness, diet and
nutrition, weight management and skin care.

g) Reliance Footprints

It is a specialty footwear store that would offer over 25,000 pairs of formal, casual, ethnic,
party wear and sports wear in men, women and children footwear. The store is to be spread
over 7,500 square feet and be dedicated to footwear, handbags and accessories. The design of
Footprint was conceptualized by Pavlik of USA which is one of the best design houses in the
world keeping in mind the taste and preferences of the Indian consumer. It shall offer brands
from Europe and America like Josef Siebel, Rockport, Hush Puppies, Lee Cooper Clarks,
Levis, Nike, Adidas, Piccadilly, Dr. Scholl’s and more. For kids, Crocs and Disney will be
showcased. The store plans a pan-India presence by opening over 15 more specialty stores.

h) Reliance Jewels

It is a stand-alone fine jewellery format. It is to be a one stop shopping destination for fine
jewellery. Reliance Retail ventured into gems and jewellery trade with the aim of launching
300 stores all over India within a 3 year time frame. With a growing demand for jewellery
and lower competition, Reliance Retail Ltd. plans to overtake Tata’s Tanishq by 2010. The
gold jewellery range shall include Kolkata Filigree, Rajkot minakari jewellery, Kundan from
Jaipur, Temple jewellery from Kerala, Jadau from Amritsar and more. In Diamond jewellery,
Reliance Jewels will offer the finest quality of diamonds and the widest range of daily wear,
party wear and wedding designs.

i) Reliance Timeout

With over 56,000 products Reliance Timeout will offer customer an extensive range of
merchandise in books, music, stationery, toys and gifts. It is to a format based on the ideology
4

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


to provide a place where a consumer can unwind and relax, browse and buy a book, sample
some music, choose a gift, and buy a toy or some exclusive stationery for themselves.
Reliance Timeout will offer a comprehensive range of products in these categories along with
an attempt to create a fascinating customer experience with a warm, lively ambience.

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


1.2 Industry Profile
Meaning of Retail

The word “RETAIL” is derived from the French word RETAILLIER, meaning to cut piece
off or to break bulk. Retailing in India is as old as India itself.

Definition: Retail is the sale of goods to end user, not do resale, but for use and consumption
by the purchaser. The retail transaction is at the end of supply chain manufacturer sell large
quantities of products to retailers, and retailers sell small quantities of those products to
consumers.

Example: A person who wants to obtain a product for their own personal use will usually
purchase it at retail store or from some other retail marketing channel.

According to David Gilbert:

“Any business that directs its marketing efforts towards satisfying the final consumers based
upon the organization of selling goods and services as a means of distribution.

Philip Kotler defines retailing as:

All activities involved in selling goods or services to the final customer for personal use in
today’s scenario our retailer does not exist in the brick and mortar from alone. She/he can do
it by using the telephone, by direct mails, by using the Internet or absolute impersonally by
using vending machines.

Evolution of the Indian Retail Sector

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


Traditionally retailing in India can be traced to

• The emergence of the neighbourhood ‘Kirana’ stores catering to the convenience of


the consumers.

• Era of Government support for rural retailing: Indigenous franchise model of store
chains run by Khadi & Village Industries Commision.

• 1980’s experienced slow change as India began to open up economy.

• Textiles sector with companies like Bombay Dyeing, Raymond’s, S Kumar’s and
Grasim first saw the emergence of retail chain.

• Later Titan successfully created an organized retailing concept and established a


series of showrooms for its premium watches.

• Post 1995 onward saw an emergence of shopping center.

• Mainly in urbran areas, with facilities like car parking.

• Emergence of hyper and super markets trying to provide customers with 3 V’s- Value,
Variety, Volume.

The Future

The retail industry in India is currently growing at a greate pace and is expected to go upto
US$ 833 billion by the year 2013. It is further expected to reach US$ 1.3 trillion by the year
growth rates, the consumer spending has also gone up and is also expected to grow further in
the future. In last four year, the consumer spending in India climbed up to 75%. As a result,
the Indian industry is expected to grow further in the future days. By the year 2013, the
organized sector is also expected to grow at a CAGR of 40%.

Big Players plan investment in India

Future Group’s central malls to be extended.

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


Reliance Retail’s dairy business stratergy might not be easy.

Pantaloons to invest $1 billion to compete with Reliance, and Reliance is investing 5.5
Billion.

Birla’s retail division on a hiring spree, The Aditya Birla Group will be investing Rs. 90
billion to open 3,000 supermarkets and 200 Hypermarket in 100 cities over the next 7 years.

Major Players in Indian Retail Industry:

• Shoppers’ Stop

• Westside

• Pantaloons

• Lifestyle

• Crossword

• Wills Lifestyle

• RPG Retail (Spencers, Music world)

• Globus

• Ebony Retail Holdings ltd.

International retailers:

There has been greater influence of brands like Wal-Mart, Tommy Hilfiger, Carrefour, Marks
& Spencer’s, Nike, etc in the big cities of India for long.

Wal-Mart is coming to India

The US giant will be entering the Indian market with a joint venture agreement with Bharti
Enterprises, operating franchised stores of Wal-Mart. The store in India will be offering a low
price to shoppers as the US stores do.

1.3 Company Profile

Company : Reliance Retail

Subsidiary Company : Reliance Trends


8

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


Founded : 2007

Headquarters : Bangalore

Chairman and Managing Director : Shri Mukesh Ambani

Stores at Bangalore city : Reliance Trends at Mantri mall, Richmond Road and
Jayanagar

The Apparel, Luggage and Accessories division of reliance retail has announced the launch of
their first Apparel speciality store “Reliance Trends”.

All the 3 Reliance Trends stores located at different places across Bangalore offer some of the
best Indian and International brands with each store’s area of more than 15,000sq.ft. of
shopping area, and has been designed and furnished by the best of the international design
agencies to offer a high style and lavish experience to the Indian consumer.

The store layout compliments the evolving tastes and preference of fashion savvy consumers,
giving them an opportunity to view/shop with ease, along with an army of well trained
customer service associates to compliment the entire shopping process.

Riding on the tremendous success of Reliance Mart at various locations across India, the
apparel division of Reliance Retail is well on track to democratise fashion and make it
attainable to the masses.

This is being possible by the extraordinary design pool of Indian and International designers,
integrating the international design trends and preferences of the Indian consumers.

The company is offering solutions to common maintenance problems through its state of the
art innovative products like Ever White Shirts, Anti Stain Trousers, Wrinkle free range of
garments, aromatic clothes for infants and quick-dry sports wear that ensures optimum
moisture management.

Product quality has been ingrained into the DNA of Reliance Trends and is integral to the
mission of “Grahak Devo Bhava”. The quality system are designed, implemented and
monitored as per international standards by a highly competent team of professionals.

To deliver the customer the best value for their money, only those products that demonstrate
an exemplary safety and quality meeting both implicit and explicit needs of the consumer are
approved for purchase.

Some of the quality standards that are being followed are American Association of textiles,
chemists and colourists. American Standard, ISO and BIS methods.

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


For the first time in organised retail, Reliance Trends is introducing Made to Measure
tailoring service offering customised fits to all the customers buying fabric from the store at
prices compatible to neighbourhood tailors.

Reliance Trends is offering a homogenous mix of private label of brands across men’s,
women’s and children’s category to fulfil every customer’s requirements.

The Network range of garments comprises of formal office wear and collection for men and
women, while the Netplay range, showcases a smart casual collection for the evolving
workplace. The DNMX range has been developed with a clear focus on the youth of India,
offering them exclusively crafted fashion garments like Denims, T-shirts etc.

Sparsh range of Indian wear for women, offers the finest collection of salwar kurtas,
churidars and a fast evolving Mix and Match range of garments. An exclusive label Panda
has been developed for infants and toddlers, while the FRENDZ range of garments would
compliment the wardrobes of the growing generation of boys and girls.

Apart from these private labels, the store is also offering some of the most renowned brands
in the country like Levis Strauss Signature, Peter England, Indigo Nation, American
Tourister, John Players etc. Some designer labels either directly or through their sub brands
most of these exclusively for Reliance Trends.

Continuing the tradition of reaching out to the middle class of the country, the current
offering from Reliance Trends is easily affordable to the Indian consumer. The specific
private label called First Class, is designed to cater to the range of garments cutting across
men’s, women’s and children’s wear to deliver extreme value to the Indian consumers.

Taking forward the voice of Shri Mukesh Ambani, Chairman & Managing Director, Reliance
Industries Ltd, Reliance Trends delivers unmatched affordability, quality and chain of
products and services to the consumer. Reliance Retail continues to fine tune its offering and
listening to its customers and learning from them. This as the Chairman envisions, will be the
beginning of transformation of Indian Retail with benefits for the consumer.

Stock : Listing and Performance over time

As Reliance Retail Limited is a subsidiary of Reliance Industries Limited it is not


listed separately on any stock exchange, it can only impact the prices of Reliance Industries
Limited.

According to RIL’s annual report for 2009-10

10

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


Turnover : Rs. 200,400 crore ($ 44,632 million)

PBDIT : Rs.33,041 crore ($ 7,359 million)

Cash Profit : Rs. 27,933 crore ($ 6,221 million)

Net Profit : Rs.16,236 crore ($ 3,616 million)

Net Profit 10 years CAGR : 21%

Total Assets : Rs. 251,006 crore ($ 55,903 million)

1.4 Product Profile

1)Women’s Wear

Indian wear Formal wear

Semi Formal wear Casual wear

Dress material Lingerie

2)Men’s wear

11

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


Formal wear Semi Formal wear

Casual wear Sports wear

Men’s wear fabric Under garments

3) Kid’s wear

Infants Toddlers

Girls 2-8 years Girls 8-14 years

Boys 2-8 years Boys 8-14 years

4) Accessories

Handbags Socks

Handkerchiefs Sports Goods

Private labels by Reliance Trends

12

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


External Brand in Reliance Trends

13

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


14

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


1.5 Vision

To make RIL one of the most innovative companies in the world and to achieve
breakthrough growth in revenues and profits by creating and implementing sustainable
solutions.

1.6 Mission

To be the most admired and successful organised retail company in India that
materially enhances the quality of life of every Indian.

15

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


1.7 Business quality objectives

• Greater market share


• Higher growth rate
• Higher earnings
• Premium price
• Loyal customers
• Highly motivated employees
• Higher or better product quality can also be used as product differentiation
strategy in market place
• The best way to reduce loss is to avoid it by losing it with bad quality

Spirit of Reliance

Growth has no limit at Reliance, only when you dream it you can do it.

Meeting deadlines is not enough but beating deadlines is the expection.

We bet on people.

16

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


1. ORGANISATIONAL STRUCTURE

Corporate Structure

Reliance Retail Limited is the vision of Mukesh Dhirubhai Ambani who is also the
Chairman & Managing Director of RIL.

The Executive Directors are Nikhil R. Meswani, Hital R. Meswani, Hardev Singh
Kohli, PMS Prasad and R. Ravimohan. Ramniklal H. Ambani is the non-executive and non-
independent director.

Key Executives for RRL are:

Raghu Pillai – Director, Chief Executive and President of Retail Operations & Strategy

Ajay Baijal – President of Corporate Planning

Manu Kapoor – Senior Vice-President of Corporate Affairs Division

Bijay Sahoo – Head of Human Resources

17

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


Organisational Chart

18

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


3. FUNCTIONING OF DEPARTMENTS
3.1 Human Resource Department

For any business to run one needs four M’s namely Man, Money, Machine and Material.
Managing other three resources other than men, are easy to handle. Men are very difficult to
handle because no two human beings are similar in all way. Human beings can think,
feel and give response. Handling humans is more important for any business because human
being have crucial potential that may be very profitable for the business, and these potential
can be developed to an unlimited extent if they are provided with proper
environment. So the function of managing men is as important as finance or marketing
function in any business.

HRM refers to practices and policies framed for the management of human resources in an
organization, including Recruiting, screening, rewarding and appraising.”

Human resources have at least two meanings depending on context. The original usage
derives from political economy and economics, where it was traditionally called labour, one
of three factors of production. The more common usage within corporations and
businesses refers to the individuals within the firm, and to the portion of the firm's
organization that deals with hiring, firing, training, and other personnel issues. This article
addresses both definitions.

The objective of Human Resources is to maximize the return on investment from the
organization's human capital. THE SCOPE OF HRM is indeed very vast. All major
activities in the working life of a worker-from the time of his or her entry into the
organization until he or she leaves- come under the purview of HRM. Specifically, the
activities include are
• HR Planning
• Job analysis and design
• Recruitment and selection
• Orientation and placement
• Training and development
• Performance Appraisal and Job evaluation
• Employee and executive remuneration
• Employee Motivation
• Employee Welfare
It is the responsibility of human resource managers to conduct these activities in an effective,
legal, fair, and consistent manner.
19

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


"Human resource management aims to improve the productive contribution of individuals
while simultaneously attempting to attain other societal and individual employee objectives."
Schwind, Das & Wagar (2005).

CORPORATE HR
Activities taken up by Corporate HR are

• Policy making

• Implementing suggestions

• Strategic planning

ENTITY HR
Activities taken up by Entity HR are
• Execution of policies and practices
• Targets for recruitment of Circle HR

CIRCLE HR
Activities taken up by Circle HR are

• Recruitment

• Appointment

• Training

• Payroll

• Employees issues

• Exit full & final

HR FUNCTIONS

• TALENT ACQUASITION
Sourcing activity
20

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


• TALENT DEVELOPMENT
Performance management system
Training
Carrier planning
Suggestion planning

• TALENT MANAGEMENT

• Operation HR

Recruitment process

STEP 1
MANPOWER PLANNING
AOP (Annual Operating Plan), this process is taken up every year. It is taken up at
Personal Level and Entity Level. Several points like Revenue generation, Acquisition
number, etc.

STEP 2
SOURCING ACTIVITY
There are three types of sourcing done at Reliance. After the resumes of
candidates are chosen then the same is sent to the department head where the vacancy
arises. The department head will then shortlist the same and they ask the HR
department to fix an interview with the selected candidates .There are two type of
interview which is taken up at Reliance, firstly the Functional interview and then the
Functional Head and HR Head takes the interview.

• INTERNAL SOURCING
• Employee Reference
• Re-employment of former employee
• EXTERNAL SOURCING
• Placement Consultant – Ruchika, the Age, the Avenue.
• Job Portals - Monster, NAUKRI.
• Campus Recruitment
STEP 3

APPROVAL
• The HR executives will Negotiate the CTC with the
candidate.
21

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


• The approval is sent to the CRC (Corporate Recruitment Cell).
• Then after it is sent to ECRC.
• Then the same is sent to CRL

The same is then sent to Management for SAP Applicant Code


• The applicant code is given to HR CIRCLE.
• OFFER is made to the candidate, which leads to the
Joining Procedure

AVERAGE TIME PERIOD:


• The process of recruitment takes about 10 – 15 days

ELIGIILITY CRITERIA:

• Education Qualification – MBA with any specialization


• Not frequent job changes
• Tenure of last job should at least be 1.5 – 2 yrs

OTHER REQUIREMENTS:
• Reference check is usually done for High level job
• The recruitment may differ with the current position of the business
• The same is then sent to Management for SAP Applicant Code.
• The applicant code is given to HR CIRCLE.
• OFFER is made to the candidate, which leads to the Joining Procedure.

INTERNAL SOURCING
In the event of an open position in Reliance Trends, suitable candidates are first searched
internally within the organization. This is based upon in-house talent which could be
redeployed.

Advertisement for internal vacant position is done by following two ways:


• Through sending mail to all Reliance employees across
all locations including DAKC (Dhirubhai Ambani Knowledge
City)
• Through DAKC Circular

22

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


Employees of Reliance Trends who have completed more than 12 months of continuous
service only those employees can apply for position placed on Intranet.

Internal candidates are considered in accordance with their abilities and potential. The
process is coordinated by CRC (Central Recruitment Cell) at Corporate Office.

EMPLOYEE REFERENCE

In Reliance Trends, Employees can refer a candidate with whom he/ she have worked in his/
her previous employment. Employees can check available vacancies on Intranet and can
submit the resumes of prospective candidates who fit the Job profile.

RE-EMPLOYMENT OF FORMER EMPLOYEE

Re Hiring of an employee done in Reliance Trends with a view to take trained manpower
back in the company. Re Hiring is done as per the policy issued by Central Recruitment Cell
at Corporate Office

EXTERNAL SOURCING

PLACEMENT CONSULTANCY
The placement agencies call for resumes of prospective candidates, which act as a good
source of recruitment for the companies. Consultant’s interview candidates and shortlist those
according to the criteria laid down by the companies. This helps the employer to interview a
limited number of potential candidates, the minimizing the time taken in receiving and sorting
applications, etc.

Reliance Trends chooses Consultants having national presence. This sourcing option is only
considered by the company when there is scarcity for candidates with requisite experience
and skills

JOB PORTAL
The spread of Internet has enabled employers to search for candidates globally and has made
recruitment easier. If vacancy arises, Reliance Trends browses the profile of candidates from
the Job portal like naukri.com, monsterindia.com and then candidates are accessed through e-
mail or telephone.

CAMPUS RECRUITMENT

23

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


Reliance Trends goes for Campus recruitment every year for technical department. For
management level recruitment, it goes for campus recruitment as per requirement.

For filling up position for MT (Management Trainee), following procedure is followed by


Reliance Trends:

• HR representative of Reliance Trends gives


description about Job to all candidates

• Written Test i.e. (MAT) Mental Ability Test is taken for those
Candidates who have aggregate 60% in all semesters.

• GD (Group Discussion) is conducted for those candidates who


had successfully pass MAT.

• At last PI (Personal Interview) is conducted for those


candidates who had passed out GD and Personal Interview is
taken by respective head of department and HR Head.

For filling up the positions for all the posts, following procedure is followed by Reliance
Trends:
• HR representative of Reliance Trends gives
Description about Job to all candidates

• Written Test i.e. (MAT) Mental Ability Test is taken for those
candidates who has got aggregate 60% in all semesters.

• At last PI (Personal Interview) is conducted and Personal


Interview is taken by respective head of department and HR
Head.

MT position includes candidates having Educational qualification in MBA, A degree in


Fashion Design, Commerce Graduates.

MT is placed in either of the following departments:


• Sowing
• Business category
• HR

24

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


• Finance
• Marketing Strategy
• Operations
• Customer Care
• Visual Merchandise
• Communication
• Media

INTERVIEW
Interview is the oral assessment of the candidates for employment. This is the most essential
step in the selection process. In this step the interviewer matches the information obtained
about the candidate through various means to the job requirements and to the information
obtained through his own observation during the interview. Interview gives the recruiter an
opportunity:

• To size up the candidate personally

• To ask questions that are not covered in tests

• To make judgments on candidate’s enthusiasm and


intelligence.

• To assess subjective aspects of the candidate – facial


expressions, appearance, nervousness and so forth

To give facts to the candidate regarding the company, the policies, programs , etc. and
promote goodwill towards the company.

MODE OF INTERVIEW

PERSONAL INTERVIEW
Personal Interview is a formal in-depth conversation conducted to evaluate the
applicant’s acceptability. In a personal interview, candidates are accessed on
behavioral and personality characteristics, functional and managerial competencies
and other factors like education, experience etc. Based on the candidate’s performance

25

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


in the interview, the interview panel rates the candidate and takes the selection
decision.

VIDEO CONFERENCE

At Reliance Trends, usually face to face interviews are conducted but for those
candidates who are located at other state for them video conference interviews are
conducted.

The use of video conferencing can add value to the process by allowing real time,
face-to-face interactions without the costs associated with physically transporting
candidates to the campus.

Reliance Trends uses Video conference for following reasons:


• Time savings
• Faster Decision making
• Cost savings in candidate travel, lodging, etc
• An opportunity to meet the candidates before
narrowing the list

An opportunity to see and converse with candidates, evaluate their responses to questions and
gauge their interest in the position.

TELEPHONIC INTERVIEW
There are various reasons to take a telephonic interview. For example, in certain location
Reliance Communications does not have its Web world, so in that case the interview of that
candidate will be taken over telephone. Even if the interview of a candidate cannot happen
through video conference because of unavailability of any Web world timings, then
telephonic interview is taken.

CAMPUS RECRUITMENT

26

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


Interview is taken for MBA graduates by respective functional head and HR head and for
MT Interviews taken by 2-3 functional heads, HR head and final interview is taken by Circle
CEO.

LEVELS OF DESIGNATION & EXPERIANCE

• L1: VICE PRESIDENT, Sr. VICE PRESIDENT,

PRESIDENT.(LEADERSHIP POSITIONS)
• EXPERIENCE: 17 – 20 + years
• L2: DEPUTY GENERAL MANAGER, GENERAL

MANAGER.(MAGERIAL POSITIONS)
• EXPERIENCE: 11 – 15 + years
• L3: ASSISTANT MANAGER, MANAGER, Sr.

MANAGER.(EXECUTIVE POSITIONS)
• EXPERIENCE: 5 – 11 + years
L4: EXECUTIVE, Sr. EXECUTIVE.(SUPPORT POSITONS
EXPERIENCE: 2 – 4 + years

MET, D E T: Trainees
EXPERIENCE: Fresher

REFERENCE CHECK
Once the hiring decision is taken, the candidate is contacted and informed about the decision
to conduct a reference check with the referees whose names have been provided in the
personal history form.

Many employers request names, addresses and telephone numbers of references for the
purpose of verifying information and perhaps gaining additional background information on
an applicant.

References are checked for following reasons:


• To check whether or not the applicant was truthful about his or
her employment history.
• To know weaknesses, strengths of the applicant.

SELECTION DECISION
After obtaining information through the preceding steps, selection decision is to be made.
27

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


The other stages of selection process have been used to narrow the number of candidates.

The final decision is to be made from the pool of individuals who pass the tests and
interviews.

MEDICAL CHECK-UP

All selected candidates are required to undergo a pre-employment medical check-up as a part
of selection process.

After the selection decision and before the job offer is made, the candidate is required to
undergo a Medical check-up. A job offer is contingent upon the candidate being declared fit
after the Medical test.

EMPLOYEE REMUNERATION

Remuneration is the compensation receives in return for his/ her contribution to the
organization.

Reliance Trends follows the cost to company (CTC) structure that reflects the total
cost of an employee to an organization. It is designed to provide flexibility to an
employee to structure their benefit package.

PHILOSOPHY OF CTC
• As per the Indian Income Tax Rules the total Basic Salary paid
to the employee is taxable.
• So Choice Pay can make your 60% salary non taxable.
PLI (PERFORMANCE LINKED INCENTIVE)
15% on Fixed CTC would be would the base figure for PLI. Normally
PLI is paid once in a year depending on his performance during the
assessment period.

BASE PAY
This constitutes up to 40% o the total annual compensation and it includes:
• Basic Salary
• Employer’s contribution to the PF @ 12% of basic salary
28

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


• Employer’s contribution to the company’s gratuity fund @
4.81% of basic salary

BASIC SALARY
• Basic Pay = Base pay/pf + gratuity
• Base Pay = 100
• Basic Pay = 100/1.1681

PROVIDENT FUND

Provident fund is to provide Social Security Benefit to the employee after retirement.
PF is deducted from the first day of employment .The Company deducts 12% of the
employee’s basic salary and makes an equal contribution. The employee can take
loans for specific purposes against his/her provident fund accumulation. The
employee is also covered under an Insurance Scheme, which provides for a payment
of ` 37,000 in case of his /her death.

GRATUITY
Under the scheme Company contributes 4.81% of Basic Salary of an employee to the
Gratuity Fund. Last drawn basic salary/26 days*15 days*no. of completed years of
service. Employees who have completed 5 years continuous service with the company
are eligible to get gratuity on separation from the company. In case of death, the
minimum service requirement of 5 years does not apply. For calculating Gratuity,

29

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


periods of service greater than 6 months will be considered as equivalent to 1year and
less then 6 months will not be counted.

• As per Income Tax Rules, Gratuity is not taxable up to `3, 50,000


• Any amount paid in addition to `3, 50,000 will attract tax.
• All employees who have completed 1 year continuous service
with the company are eligible to get gratuity on separation
from the company.

CHOICE PAY
This constitutes up to 60% o the total annual compensation and it includes
• Company Leased Accommodation
• Company Owned Accommodation
• Office Wear Allowance
• Leave Travel Allowance
• Company Leased Car
• Children Education Allowance
• Gift Coupons
• Conveyance Allowance
• Food Coupons
• Medical Expense
• House Rent Allowance
• Superannuation
• Special Personnel Allowance

COMPANY LEASED HOUSE


• Company will arrange the house through an authorized real
estate agent as per the choice of the employee.
• Security deposit by company.
• 12% percent Interest will be charged on deposit amount.
• The same will be debited in CTC.
• Rent would be exempted from income tax.

30

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


CAR
Company will arrange a car through a car lease agency.
• Employee can choose any make/model.
• The EMI that will be charged would be `2095 per Lac per
month.
• The EMI amount per Annum would be exempted from Income
Tax.

MAINTENANCE & RUNNING COST


• Maintenance and Fuel Cost will be exempted as follows.
• Maintenance can’t exceed `25, 000 per annum.
• If CC of the car is less than `1000 – `1, 11,000 per annum.
• If CC of the car is more than `1000 – `1, 50,000 per annum.
• The perquisite Tax charged would be `1200 irrespective of
the cc of the car
• The above exemption would be provided on submission of
original bills.
• There would be no tax exemption against if the employee has
his own car.
• The FBT Tax (Fringe Benefit Tax) for fuel and maintenance is
6.73% on how much you have opted for.
• At the time of leaving CO. before 48 months then the employee
has to pay FCV (For Closer Value) to the company from whom
the loan is taken.
• If the employee is still stays after 48 months then employee will
be charged 20% on the value of the car at that time for changing
the name i.e. ownership.

CHILDREN EDUCATION ALLOWANCE


o Employee can claim exemption `2400 per year.
o This exemption is restricted up to two children
o To pass the claim Employee has to submit the original bills.
o To get this benefit child age should be greater then 3.5 years.

GIFT COUPONS
• A sum of `5000 would be exempted against the Gift
Coupons.
• The company would provide coupons worth `5000 during
the months of October & November.
31

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


• Validity of this coupons is one year
• This coupon is accepted at major outlets in city.
• FBT Tax – 16.67% is charged.

32

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


CONVEYANCE ALLOWANCE
• If the employee is not using company’s car then and only then
he can claim this option.
• To getting the exemption bills are not required.
• Conveyance allowance is up to `800 per month.

FOOD COUPONS
• The Company gives SODEXHO passes in term of Food
Coupons.
• Food coupons are provided on monthly basis of `1300.
• A sum of `15600 per annum will be exempted from the
income tax.

MEDICAL ALLOWANCE
• The employee gets an exemption of `15000 p.a.
• But to get exemption the employee must submit original bills.

HOUSE RENT ALLOWANCE


The employee gets an allowance for the house rent depending upon his/her
designation.

PAID LEAVE
• There are 30 days PL available with the employee after the
conformation.
• The PL is available after 180 days from the date of joining.
• The employee can take only 3-5 PL at a single time
CASUAL LEAVE
• There are 5 days CL available to an employee from the date
of joining.
• The employee can take 1-3 days CL at a time.
• SICK LEAVE
• There are 10 days SL available to an employee from the
date of joining.
• The employee has to submit doctor’s certificate if the leave
extends to 2 days.
OPTIONAL LEAVE
• There are 3 days OL available to an employee from the date of
Conformation
3.2 Finance Department
33

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


If a company is an artificial person then finance is the blood of it. It is very important to have
adequate finance to run successfully and grow.

Finance department is responsible for the financial administration and management of the
company along with financial rules and financial guidelines acting in the company. Finance
department concerns with securing the financial health of the company.

Objectives

• To take care financial flows for smooth running of business

• To optimize the financial resources of the company.

• To meet financial expenses of the company in a systematic way

Functions

Estimating the financial requirements of the firm.

• Analyzing risk and returns associated with the projects and endeavors
taken by the company.

• Determine the need of working capital in the organization.

• Determining the pay scales of the employees.

• Profit maximization and wealth maximization of the company and its


partners.

• Receipt of money from customers and accounting the same.

• Payments to suppliers and payment of all office expenses.

The major sources of revenue

34

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


By sale of:

• Apparels

• Textiles

• Cosmetics

• Accessories

The major expenses include

• Salary of the employees.

• Rent for office building.

• Marketing.

• Software.

• Stationeries.

• Telephone.

• Electricity.

• Other miscellaneous expenses.

35

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


3.3 Marketing

The process by which companies create customer interest in products or services is called
Marketing. It generates the strategy that underlies sales techniques, business communication,
and business development. It is an integrated process through which companies build
strong customer relationships and create value for their customers and for themselves.

Marketing is used to identify the customer, to keep the customer, and to satisfy the customer.
With the customer as the focus of its activities, it can be concluded that marketing
management is one of the major components of business management. Marketing evolved to
meet the stasis in developing new markets caused by mature markets and overcapacities in
the last 2-3 centuries. The adoption of marketing strategies requires businesses to shift their
focus from production to the perceived needs and wants of their customers as the means of
staying profitable.

The term marketing concept holds that achieving organizational goals depends on knowing
the needs and wants of target markets and delivering the desired satisfactions. It proposes that
in order to satisfy its organizational objectives, an organization should anticipate the needs
and wants of consumers and satisfy these more effectively than competitors.

Marketing Department

The aggressive and dynamic marketing team of Reliance Trends is headed by Mr.Kamal.

Media and trade promotions

• The team uses channels of media like


• Print media – Majorly uses newspaper, pamphlets for promotions.
• Radio
• Outdoor – Hire celebrities to promote their product at public places
• BTL activities
• Give seasonal slabs for discounts ex – On 15th August an offer
stated that buy worth `1947 and get free worth `1947.

Communication

36

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


• Reliance Trends organises various events like photo shoots to
promote themselves.
• Outsources its advertisements to ad agencies.
• Advertisement is done through print media, radio, hoardings,
newspapers, magazines, car-cards etc.
• Public relations are maintained by a PRO, even the sales force are
trained to maintain PR.

Research Strategy

• Any kind of research is done by this team. The research is done


regarding any type of problems faced.
• Research is done on category where there is a problem.
• Consumer behaviour is studied.
• Strategic initiatives are undertaken by the research team based on
the survey done by research agencies.

37

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


3.4 Visual Merchandising

Visual merchandising is an important support for fashion retail operations. It gives the
business an edge over competition. Strategically used, visual merchandising can even create
a brand identity. It establishes a connection between merchandise and fashion. The right kind
of visual merchandising boosts the sales graph rise upwards. This is achieved by creating an
environment not only to attract a customer but also to retain his/her interest and finally
augment the selling process.

38

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


2. SWOT ANALYSIS
Strengths

• Relaince Retail is financially sound.


• Primary location of the stores ensures good footfall.
• Low prices of the merchandise attract customers.
• Customers visiting the stores are between the age 18-25 years of age
and constitute a very good potential market.
• Majority of the customers are highly satisfied with the store and would
like to revisit the store.
• The concept of selling the merchandise in coordination is the unique
selling proposition of the brand and adds to the convenience of the
customers.

Weakness

• Acute lack of awareness about the store.


• Most customers visit the store only when passing by.
• Visual merchandising of the has to be improved.
• Display needs to be changed.
• Lack of external brands is also a major constraint in the store.

Opportunities

• RTL have an advantage because its concept redefines value retailing.


• Value retail is associated with RT offers, fresh stock at such low price
and thus stands apart.
• The store offers in-house labels and thus has freshness associated with
it.
• Brand name of reliance has a lot of prestige attached with it.

Threats

• More stores of Reliance Trends have to be opened across various


places in Bangalore.
• Negligible awareness about the presence of store in other areas.
• Expansion strategy other VFM formats.
• There is a cut throat competition from stores like “lifestyle, Pantaloons,
Showoff and Shoppers Stop” respectively.

39

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


3. Ethical Practices, Safety, Occupational, Health and
Environment Policy
Ethical practices

• Customers are not cheated in the name of discount.


• All the religions are respected.
• An opportunity is given to the physically handicapped people o work in the
company with a suitable job.
• If something, may be product or service is claimed to be 100% then it is
ensured that it is 100%.
• 100% is defined in pre set terms and showed it in comparison.
• Good quality clothing at lesser price.

Safety

• All the employees are trained once in two months how to act in case of some
fire or any other emergency.
• Also the customer service associates(CSA) are trained once in two months
how to act in case of some fire or any other emergency and take customers out
to safety.

40

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


6. SPECIAL TASK
6.1 Statement of the problem

Dropping in footfalls at Reliance trends store.

6.2 Objectives of Study

The main objective of the study is to find out reason for drop in footfalls, To know awareness
level of consumers.

6.3 Research Methodology

Type of Study

The type of research followed is descriptive in nature as it is determining the consumer


awareness and perception about Reliance Trends Store.

Source of data

The primary data has been collected from customers of Reliance Trends stores across
Bangalore.

The secondary data has been collected through internet.

Tools of data collection

The data has been collected through a well-structured questionnaire containing relevant
questions pertaining to the study.

Sampling

In the following study, sample is collected from customers of Reliance Trends store at
Mantri mall,Bangalore city. The stores from which the data has been collected are:

• Reliance Trends, Mantri Mall

Sample size

The size of sample collected is

• For awareness about store 120 respondents at Reliance Trends at Mantri mall.

41

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


Methods of sampling

The method of sampling is convenience sampling. In this type of sampling respondents are
picked on the basis of convenience of the researcher i.e. taking samples from people whom a
researcher meets or are available. Convenience sampling is simple, low budget, and do not
require a list of population. Also no statistical expertise is required for sampling.

Analysis of data

Data collected is analysed using Excel sheet by using tools like pie chart, histogram and
percentage method.

6.4 Limitations of Study

• The study is limited to Reliance Trends stores at Mantri mall, Bangalore city only.
• Sample size was small due to time constraint.
• Accuracy of the data depends on the respondents and the source used respectively.

42

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


Analysis and interpretation of data

Table 1 showing the number of Respondents

Particulars No of Respondents
Men 60
Women 60
Total 120

Fig 1

Q1: Please tell me how many times have you visited our store ever since it was opened?

43

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


Table 2 showing the number visits people made to Mantri mall.

Particulars Number of people

First Visit 34

Once Before 28

Twice Before 18

Thrice Before 16

Four times Before 09

Five or more times Before 15

Total 120

Fig 2

Interpretation: Most of the respondents visited for first time.

Q2. Would you please tell me when we talk about various stores at mantri mall, which is the
one which comes to your mind?

Table 3 shows the first store which comes to mind in Mantri mall.
44

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


No of People
Partiiculars Respondents
Pantaloons 14
Lifestyle 12
Shoppers Stop 5
Reliance Trends 6
Max 17
Spar 23
Marks &
Spencer 8
Apple 1
Food court 14
Health & Glow 1
Inox 9
Kfc 2
Madhuloka 1
Nike 1
Play saloon 1
Prester 1
Reebok 1
Reliance Living 1
Show off 1
Tissot 1
Total 120

Fig 3

45

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


Interpretation: Most of the named Spar, and Max when asked what comes to thier mind
when we speak about Mantri mall. Reliance trends had less responses, as numbers indicate.

Q3. Would you please tell me which of the store stores you are aware of at Mantri mall?

Table 4 shows number of people aware of each store.

46

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


Store name Number of people (Sample size 120 for
each Store name) aware of each store

Pantaloons 53

Lifestyle 67

Shoppers Stop 67

Reliance Trends 59

Max 34

Spar 68

Marks & Spencer 24

Fig 4

Interpretation: Lifestyle, Shoppers stop and Spar had high awareness among consumers
with 67 respondents aware out of 120. Reliance trends also enjoys good awareness with 59
responses.

Q4. Would you please tell me which of the stores you visited at Mantri mall? (Ask only those
who answered in Q3).

Table 5 shows the number of people visited each store.

47

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


No of People
Store Name visited stores

Pantaloons 37

Lifestyle 46

Shoppers Stop 50

Reliance Trends 44

Max 17

Spar 55

Marks & Spencer 08

Fig 5

Q5. Would you please tell me which of the stores you Shopped at Mantri mall?(Ask only
those options which they said, they have visited of in Q4)

Table 6 shows the number of people shopped at each store.

No of People
Shopped at each
Store Name stores

48

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


Pantaloons 30

Lifestyle 32

Shoppers Stop 45

Reliance Trends 20

Max 10

Spar 43

Marks & Spencer 05

Fig 6:

Q6- Please tell me the reasons for not purchasing at Reliance Trends even after visiting the
store ?(Ask only those who said, they have visited of in Q4 but not purchased in Q5)

Table 7 shows reason for not purchasing at Reliance trends even after visiting store.

No of
Reasons for not purchasing respond
ents
Too expensive 9
Less variety 5
Didn’t get my kind of clothes, no discount, 2

49

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


no brands
Did not like clothes for baby, over pricing 1
No stylish dresses available 2
Sub standard quality 3
This is my first visit, I will check out
Reliance trends 2
Total 44

Fig 7:

Q7- Please tell me what are the reasons for not visiting Reliance Trends, despite being aware
of the store(Ask only those who said, they are aware of Reliance trends in Q3 but not Visited
in Q4)

Table 8 shows reason for not visiting store even after being aware of Reliance trends store.

No of
Reason for not visiting store
respondents
Too expensive 9
Less variety 4
50

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


Did not like clothes for baby, over pricing 1
No stylish dresses available 2
Sub standard quality 3
No I never thought of visiting
Total 19

Fig 8:

Q8. What is the reason for visiting mantra mall today?

Table 9: shows reason for visiting Mantri mall.

Reason for visiting No of


mall respondents
Lunch, To meet friends 14
Meeting friends, movie 21
Shopping 29
To eat out 21
to meet friends 33

51

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


Total 120

Fig 9:

6.6 Interpretation

Table:10 Showing awareness, no of times visits and shopped data of respondents.


Total
responde Shoppe
Store Name nts Aware Visited d
Pantaloons 120 53 37 30
Lifestyle 120 67 46 32
Shoppers Stop 120 67 50 45
Reliance Trends 120 59 44 20
Max 120 34 17 10
Spar 120 68 55 53
Marks & Spencer 120 24 8 5 52

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


Table:11 Showing awareness, no of visits and shopped data in percentage.

Percenteg
Percentage e of
of responden
Percentage of respondent ts
respondents aware s Visited shopped
Pantaloons
44% 70% 81%
Lifestyle
56% 69% 70%
Shoppers stop
56% 75% 90%
Reliance trends
49% 75% 45%
Max
28% 50% 59%
Spar
57% 81% 96%
Marks & Spencer Out of 120 respondents 59 i.e.,
20% 33% 63% nearly 49% are aware of Reliance
trends.

Out of 59 respondents 44 visited store i.e., 75%.

Out of 44 respondents 20 shopped at reliance trends i.e., 45%.

53

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


7. FINDINGS, SUGGESTIONS
7.1 Findings
The study was done in order to know the reason for drop in footfalls in Reliance Trends store
at Mantri mall.

Out of 120 respondents 59 i.e., nearly 49% are aware of Reliance trends

Out of 59 respondents 44 visited store i.e., 75%.

Out of 44 respondents 20 shopped at reliance trends i.e., 45%.

61 respondents out of 120 were not aware of Reliance Trends store i.e., more than 50%.

Among those who were aware many of them did not visit or shop at reliance trends store as
there perception about store was not good. This was clear by knowing reason for not visiting
store and not purchasing even after visiting. Some of the reasons given by them are listed
below:

• Too expensive
• Less variety
• Did not like clothes for baby, over pricing
• No stylish dresses available
• Sub-standard quality
• No I never thought of visiting

Moreover people are least interested in shopping when they visit mall. Many of them gave
different reasons for visiting mall, some of them are:

• Lunch, To meet friends

• Meeting friends, movie

• Shopping

• To eat out

• To meet friends

7.2 Suggestions

54

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


Promotions

More promotion needs to be done. Reliance Trends should establish itself as a brand which
can be done only through heavy promotions because in today’s scenario to make consumer
aware about the store promotion plays an important role in it. Reliance Trends are new unit of
reliance retail so in initial stage promotion is necessary to establish in market.

Introduce wide range and variety

Customers could be better satisfied with a wide range of apparels designs in clotting lines.

Improve quality of clothing

• Many customers do not get size they are looking for and are disappointed. There
should be proper and timely stock replenishment done at the store level.

55

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


7.3 Conclusion
The consumer is more interested in range and price of the products rather than the price.
Bringing customer into store may be easy, but once they enter the store they should get what
they want.

Consumers have high expectations from Reliance Trends regarding pricing, they expect good
collection of clothes at much cheaper price.

A lot of awareness programs may help in getting better footfalls.

56

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


MY LEARNINGS FROM STUDY

LEARNING EXPERIENCE:

The organizational study has given me good corporate exposure & a great learning
experience. I was able to learn theoretical aspects which are applied in the day to day
activities of the organization and those are as follows:

 Communications skills are very important to communicate with different types


of existing products
 One mistake with a customer can result in loosing 100 customers. This is the
strength of a customer which anyone has to always keep in mind while dealing with
them.
 Product knowledge is very important to convince the customer.
From above organizational study, I learned how organizations works with different
organizational structure and its functions, how each and every member of company
coordinating with each other , everything is well planned and they act according to
plan

From top level management to lower level of management there is proper


communication channel between employee and manager .they follow a proper
hierarchy,

8. BIBILOGRAPHY
57

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


Magazines

1. Business India

Websites

1. www.google.com

2. www.ril.com

58

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


Annexure

Questionnaire

STORE NAME: DATE:

GENDER: DAY:

PURCHASE: TIME:

Hello sir/madam. We are MBA students who are doing a research study for our college. It
would be great if you could answer a few questions for us.

Q1. Please tell me how many times have you visited our store ever since it was opened?

This is my first visit Once before Twice before

Thrice before Four times before Five times before

More than five times before

Q2. Would you please tell me when we talk about various stores at mantri mall, which is the
one which comes to your mind?

Pantaloons Lifestyle
others

Shoppers stop Reliance trends

Max Spar Marks & Spencer

Q3. Would you please tell me which of the store stores you are aware of at Mantri mall?

59

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


Pantaloons Lifestyle
others

Shoppers stop Reliance trends

Max Spar Marks & Spencer


Train

Q4. Would you please tell me which of the stores you visited at Mantri mall?

(Ask only those options which they said, they are aware of in Q3)

Pantaloons Lifestyle
others

Shoppers stop Reliance trends

Max Spar Marks & Spencer


Train

Q5. Would you please tell me which of the stores you Shopped at Mantri mall?

(Ask only those options which they said, they have visited of in Q4)

Pantaloons Lifestyle
others

Shoppers stop Reliance trends

Max Spar Marks & Spencer

60

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES


Q6- Please tell me the reasons for not purchasing at Reliance Trends even after visiting the
store ?
(Ask only those who said, they have visited of in Q4 but not purchased in Q5)

Q7- Please tell me what are the reasons for not visiting Reliance Trends, despite being aware
of the store

(Ask only those who said, they are aware of Reliance trends in Q3 but not Visited in Q4)

Q8. What is the reason for visiting mantra mall today?

Lunch,To meet friends To eat out

Meeting friends, movie To meet friends

Shopping

TO BE WRITTEN IN CAPITAL LETTERS ONLY:

Name :

Email ID :

Mobile No :

Area of Residence :

61

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES