EXECUTIVE SUMMARY

Consumer buying behavior while Shopping

The study of any subject is made by examining it
fashion. There are three classes of variables involved
consumer behavior; STIMULUS, RESPONSE and
variables. Stimulus variables, such as advertisements,
both the individuals external environment.

in an organized
in understanding
INTERVENING
products exist in

These generate a sensory input to consumers. Response variables are the

resulting mental / or physical reactions of individuals who are influenced
by stimulus variables. For e.g.: - purchasing a product or forming
attitudes about it could be viewed as response variables. Many of the
variables affecting consumers (such as personality, learning, and
perceptions are external situations, motives, and so forth) cannot be
directly observed.
The project Consumer buying behavior while shopping. Is carried out
under supervision and guidance of RELIANCE FRESH. The project was
about studying the consumer buying behavior.
A questionnaire was prepared by us in order to conduct market survey.
The questionnaire was based on different parameters to judge and
understand the consumer behaviors and determine the best possible
strategies which could be used to attract customers.
The research carried out in this project was descriptive in nature. The
study was aimed at knowing the various eating habits of a consumer.

Business Reliance Fresh (Prashant Vihar)

Reliance Fresh
Reliance Trend Retail (India) Limited, is Indias leading retailer that
operates multiple retail formats in both the value and lifestyle segment
of the Indian consumer market. Headquartered in Mumbai (Bombay),
the company operates over 7 millions square feet of retail space, has
over 1000 stores across 53 cities in India and employs over 25,000
people.

The companys leading formats include Reliance Trends, a chain of

fashion outlets, Reliance Fresh, a uniquely Indian Hypermarket chain,
food Trend, a supermarket chain, blends the look, touch and feel of
Indian trends with aspects of modern retail like choice, convenience and
quality and Central, a chain of seamless destination malls. Some of its
other formats include, Depot, Shoe Factory, Brand Factory, Blue Sky,
Fashion Station, all, Top 10, trend and Star and Sitara. The company
also operates an online portal, Reliancetrend.com.
Reliance Fresh is not just another hypermarket. It caters to every need of
your family. Where Reliance Fresh scores over other stores is its value
for money proposition for the Indian customers.

At Reliance Fresh, you will definitely get the best products at the best
prices - thats what they guarantee. With the ever increasing array of
private labels, it has opened the doors into the world of fashion and
general merchandise including
Home furnishings, utensils, crockery, cutlery, sports goods and much
more at prices that will surprise you. And this is just the beginning.
Reliance Fresh plans to add much more to complete your shopping
experience.

Vision
Reliance Group shall deliver Everything, Everywhere, Every-time for
Every Indian Consumers in the most profitable manner.

Mission
Belief is that their customer and stakeholder shall be served only by
creating and executing Reliance scenarios in consumption space which
leads to economic Development . They are the trendsetters in evolving

delivery formats, creating retail realty, making Consumption affordable

for all customer segments for all classes and for all masses.
Five operations performance objective:
Cost: Providing goods and services at lower cost
Quality: Providing quality goods at reasonable price
Speed: Responding quickly to the needs of customer therefore offering
short lead time
Dependability: Providing goods according to the need of customer
Flexibility: Ability to change according to the operations, Volume of
production, ability to change mix of different products and services,
ability to introduce new products and services.
Core Values
Indian-ness: Confidence in Themselves.
Leadership: to be the pioneer, both in contemplations and
business.
Respect & Humility: to admiration each people and be
lower in their behavior.
Introspection: prompts deliberate considering.
Openness: to be open and fit for new thoughts, learning and
data.
Valuing and Nurturing Relationships: to assemble a long
haul associations with their client.

 simplicity & Positivity: Simplicity and energy in there

thought.
Action
Adaptability: to be flexible and adaptable, to meet challenges.
Flow: to respect and understand the universal laws of nature.
Financial Strategy
The Strategic Profit Model
Key PROFIT MODEL
Margin Management -
Asset Management -

Net revenues
Rate of advantage turnover

Financial Leverage Management

Edge MANAGEMENT
Net Profit Margin = Net Profit/net Sales
How much benefit every dollar of offers creates
Net Profit Margin = Gross Margin - Total Expenses
Gross Margin = Sales COGS
ASSET MANAGEMENT
Improve how profitably the firm uses its assets

 Asset Turnover (deals created for every dollar of advantages) is of

concern here
Asset Turnover = Net Sales/total Assets
Asset Turnover of 1.5: Each dollar put creates $1.50 in deals.
Information is taken from the Balance Sheet (except for deals)
Asset turnover might be enhanced by sales or holdings (like stock,
records receivable, or settled possessions) Objective: Turn stock into
records receivable or payable.
MARKETING MIX
The marketing elements of Reliance Fresh are briefly explained here.

Target market
Reliance Fresh targets customers who belong to higher and upper middle
and even lower class customers. It has focus on large and growing young
working population and Women both career women and home makers.
Product range
Reliance Fresh offers a wide range of products which range from
apparels, food, and farm Products, furniture, child care, toys, etc of
various brands like Levis, Allen Solly, Pepsi, Coca- Cola, HUL, ITC,
P&G, LG, Samsung, Nokia, HP etc. It stocks about 1, 30,000 Items in
over 20 product categories. Reliance Fresh also promotes a number of in
house Brand like:

Tasty Treat
Clean Mate
Sensei
Care Mate
Koryo and 44 other brands.

Reliance Fresh has not entered into special collaboration and alliances
with various partners for co-marketing brands. The various categories of
merchandise stocks by Reliance Fresh .

Pricing
The evaluating goal at Reliance trend is to get maximum Market
Share. Estimating at shahs trend is dependent upon the accompanying
methods:
Value Pricing (EDLP Every Day Low evaluating): Reliance
trend guarantees
Buyers the most minimal accessible cost without coupon cutting,
sitting tight for rebate advancements, or examination shopping.
Promotional pricing: Reliance
investment rate.

trend offers financing at low

 Idea of mental reducing (Rs. 99, Rs. 49, and so forth.) is likewise
used to pull in clients. Reliance trend likewise cooks on Special
Event Pricing (Close to Diwali, Gudi Padva, and Durga Pooja).
differentiated Pricing: Differentiated valuing i.e. distinction in rate
dependent upon
crest and non-top hours or days of shopping is likewise a valuing
system utilized within
Indian retail, which is forcefully utilized by Reliance trend. e.g.
Wednesday Trend
Bundling: It alludes to offering combo-packs and offering rebate to
clients.

Promotion
Types of Promotion
Below the line

Above the line

Tools
Coupons, Discount, more of the
product at same price, gift with
purchase, competition and prizes,
money back offer, exchange offer,
special occasion.
Advertisements in news papers, TV,
Internet (Own website which give
on line shopping service). Reliance
trend sponsors various events and
festivals, which provides them
valuable promotion directed at
strategic markets.

The various promotion schemes used at Reliance trend include:

Hafte ka sabse sasta din Wednesday trend
Exchange Offers Junk swap offer
Advertisement (print ad, TV ad, radio)
Place
The Reliance Fresh stores are operational over three arrangements
markets spread over 20,000-35,000 sq ft, the Express arrangement in
excess of 15,000-20,000 sq ft and the Super Centers set up in excess of 1
lakh sq ft. Presently Reliance Fresh works in excess of 14 urban
communities and towns crosswise over India with 25 stores. Separated
from the Metros these stores are additionally completing great in the
level II urban areas. These stores are ordinarily spotted in high
movement territories. Reliance Fresh points at beginning stores in
creating regions to take an early point of interest before the land quality
blasts. Mr. Shah wants to contribute around Rs 150 crore throughout the
following one year extension of Reliance Fresh. So as further bolstering
addition a good fortune Reliance Fresh has likewise propelled a
Website: www.supertrend.com, which helps clients to requests items
online which Will be conveyed to their doorstep. This aides in sparing a
great deal of time of its client
SUPPLY CHAIN MANAGEMENT
Distribution of stock starts from head office to Zonal office and then to
various outlets through trucks. Reliance
trend out sources its
transportation needs from external Organizations, and currently uses
trucks as the preferred means of distribution.
CODE OF CONDUCT
The retail network has advanced a set of principles as given under.

This code is appropriate to the Board of Directors and senior

administration workers of the Company i.e. Band 5 workers (hereinafter
alluded to as specified Persons). This code is appropriate to the
official and non- official chiefs to the degree of their part also
obligations in the association. This code must be followed both in letter
and soul by specified persons. Any violation / associated violation with
the code must be quickly conveyed to the agreeability officer of the
Company which might be consumed in the gatherings of the Audit
Trustees /Board of Director.
3-C Theory
As stated by Reliance Retailing 3-C hypothesis, Change and Confidence
around the Indian populace is prompting ascent in Consumption,
through better business and wage. Reliance Fresh has separated India
into three sections:
India one: The Consuming class which incorporates upper center
and easier white collar class (24% of India's populace).
India two: The Serving class which incorporates individuals like
drivers, family unit helps, office persons, liftmen, and washer-men
(55% of India's populace) and
india three: The Struggling class (21% of India's population)
ADVERTISING CAMPAIGN
New logo
Advertising initiatives
Reliance trend launches a promotion drive covering the three prime
media, television, print and social media, to mark the launch of the new
logo. The media campaign was developed by J.J communications.
Other strategy

 Building a Sustainble Competitive Advantage

Seven paramount chances for retailers to create supportable
preferences:
1. Client Loyalty
- implies the clients are focused on purchasing stock and
administrations from a specific retailer.
Having conferred agents, remarkable stock, and overwhelming
customer profit all aid solidify an ardent customer .Retail
Branding- this can make and enthusiastic tie with clients that will
develop their trust and dependability. A client that purchases a
particular brand purchases it for the 100% affirmation that its the
brand they trust and have confidence in (mental). A retail brand
will think about the retailer's situating technique.
Positioning- includes the outline and usage of a retail blend to
make a picture of the retailer in the client's brain with respect to its
rivals. Wal-store vs. Burns = instruments.
Loyalty Programs- This might be a "Target Card". A retailer will
get you get their kind of steadfastness card and utilization it all
over the place they go. Right away when the client utilizes the card
as a Visa, Target can track the greater part of their transactions and
store it in their information warehouse, which stays informed
regarding the client's needs and needs outside of Target. This will
tempt Target to offer items that they don't have in stock.
2. Unique Merchandise
Private label brands (store brands)- which are products developed
and marketed by a retailer and available only from the retailer.
Ex. If you want to buy Craftsman tools you must go to Sears to
purchase
them.

 Private label brands accumulate to $50 billion in annual sales in

the US, and its growing.
3. Vendor Relations
- Retailers creating solid relations with merchants numerous
increases select rights to:
(1) Offer stock in a particular area
(2) acquire uncommon terms of procurement that are not
accessible to contenders who need such connections
(3)Get

prominent

stock

in

short

supply.

Consumer decisions Process

This process consists of the decision process regarding products and
services. The major steps in this process are shown as problem
recognition, information search and evaluation, purchasing processes,
and post purchase behavior. Problem recognition occurs when the
consumer is activated by awareness of sufficient difference her actual
affairs and her concept of the ideal situation. This can occurs through
activation of a motive such as hunger, by confronting some external
stimulus such as an advertisement, or by being effected by additional
variables such as social or situational influences.
Internal search a quick and largely unconscious review of memory for
stored information and experiences regarding the problem. The
information is in the form of belief and attitudes that have influenced the
consumers preference towards bands. Often such a review results in
recognizing a strong brand preference, and a routine purchase occurs.
However if an internal search does not provide sufficient information
about products, or how to evaluate them, the consumer continues with a

more involved external search for information. This result exposure to

numerous informational inputs called stimuli, which can arise from a
variety of sources, including advertisement, printed products reviews,
and comments from friends.
Any informational stimuli are subjected to information-processing
activities, which the consumer uses to derive meaning from stimuli. The
process Involves allocating attention to available stimuli deriving
meaning form these stimuli and holding this meaning in what is termed
in what is termed short term memory where it can be retained briefly to
allow further processing.