Sie sind auf Seite 1von 52

INTRODUCTION

1.1 Industry profile:

Retailing, is selling of merchandise and certain services to the consumer. It ordinarily


involves the selling of individual units or small lots to large numbers of customers by a
business set up for that specific purpose. In the broadest sense, retailing can be said to have
begun the first time one item of value was bartered for another. In the more restricted sense of
a specialized, full-time commercial activity, retailing began several thousand years ago when
peddlers first began hawking their wares and when the first marketplaces were formed. As
with most other business activities, retailing is extremely competitive, and the mortality rate
of retail establishments is relatively high. The basic competition is price competition, but this
is moderated somewhat by such non-price forms of competition as convenience of location,
selection and display of merchandise, attractiveness of the retail establishment itself, and
intangible factors such as reputation in the community. Competition for sales has led to a
blurring of traditional product lines in retailing, and many establishments offer a much wider
variety of merchandise than their basic classification would indicate (e.g., drugstores may
carry food, clothing, office supplies, hardware, etc.).

The diversity of retailing is evident in the many forms this commercial activity now
takes, including vending machines, door-to-door sales, telephone sales, mail-order houses,
specialty stores, department stores, supermarkets, discount houses, and consumer
cooperatives. Whatever form it takes, however, the essence of good retailing remains the
same: attractive, appropriate merchandise offered for sale in an attractive, eye-catching
manner at a reasonable price at a convenient location.

1.1.1Evolution of retailing industry in worldwide

The history of retail has included countless ways in which retailers have attempted to
get their products in front of the consumer. But it seems that the businesses that have
provided their customers with the most convenience have generally proven to be the most
successful.

1
For centuries, most retail sales were made by the street vendor or the small family
owned shop, which provided their customers with the convenience of not having to grow
their own food or make their own clothes. By the mid nineteenth century, most of the goods
that we find in today's superstores were supplied by craftsmen or local manufacturers who
dealt directly with their customers. Needed, not to mention that they probably had to travel all
over town to get their shopping done.

As manufacturing methods improved, and as the road and rail transport network
extended, there developed specialist manufacturers who needed retail stores to sell their
goods. Over time, the small retail store concept grew, and by the mid 1950's small stores
blanketed every high street.

While most people loved the individual attention and great service that the small
store provided, it became more and more difficult for the small store to offer the kind of
prices and selection that the consumer really.

The next big revolution in retailing was the emergence of the retail chains, and later
the superstores. The consumer of the 70's demanded the convenience of having their
favourite stores in one enclosed location where they could easily hop from store to store
without having to concern them about the weather.

This shopping mall concept was quickly embraced by the consumer, but
unfortunately the crowds and traffic of today's mega malls can often turn what should have
been a convenient and comfortable shopping experience into a mission of hand-to-hand
combat!

In recent years, the mail order business has experienced some of the most
impressive growth, which would also seem to echo the continuing consumer demand for
convenience. Most retailers are recognizing that they simply have to offer their customers the
ability to order products or services from the comfort of their own home or office in order to
compete in today's retail marketplace.

2
1.1.2 Retailing industry 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.

Is expected that by modern retail industry in India will be worth US$ 275- 350
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. 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 centers, 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 centers.

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.

Global retail giants are also entering the retail industry in India and this is also one
of the factors in the growth of the organized retail sector in India.

3
India is a growing market for retailing industry

The scope of the Indian retail market is immense for this sector is poised for the
highest growth in the next 5 years. The India retail industry contributes 10% of the country’s
GDP and its current growth rate is 8.5%. In the Indian retail market the scope for growth can
be seen from the fact that it is expected to rise to US$ 608.9 billion in 2009 from US$ 394
billion in 2005.

The organized retailing sector in India is only 3% and is expected to rise to 25-
30% by the year 2010. There are under construction at present around 325 departmental
stores, 300 new malls, and 1500 supermarkets. This proves that there is a tremendous scope
for growth in the Indian retail market.

This led to increase in foreign direct investments Global retail giants are also
entering the retail industry in India and this is also one of the factors in the growth of the
organized retail sector in India. The global retail giants who are entering the organized retail
sector in India are: Wal-Mart, Tosco, Carrefour SA, Metro AG.

Present Indian Scenario:

* Unorganized market: Rs. 583,000 cores

* Organized market: Rs.5, 000 cores

* 5X growth in organized retailing between 2000-2005

* Over 4,000 new modern Outlets in the last 3 years

* Over 5,000,000 sq. ft. of mall space under development

* The top 3 modern retailers control over 750,000 sq. ft. of retail space

* Over 400,000 shoppers walk through their doors every week

* Growth in organized retailing on par with expectations and projections of the last 5 Years:
on course to touch Rs. 35,000 crores (US$ 7 Billion) or more by 2013-14.

4
Market size of Indian retail industry

The total market size was US$ 490 billion in 2013, registering a CAGR of 6.1 per
cent since 1998..

Indian retail industry break-up by revenues

In 2013, food & grocery accounted for nearly 69 per cent of total revenues in the
retail sector, followed by apparel (8 per cent).

5
Introduction

The Indian retail industry has presently emerged as one of the most dynamic and fast
paced industries as several players have started to enter the market. It accounts for over 10
per cent of the country’s gross domestic product (GDP) and around eight per cent of the
employment in India. The country is today the fifth largest global destination in the world for
retail.

Several corporate have planned to exploit the opportunities in the Indian retail space,
such as Reliance Industries Ltd (RIL), which has lined up capital expenditure of Rs 1.8
trillion (US$ 29.41 billion) for the next three years for its petrochemicals, telecom and retail
ventures.

With the growth in the retail industry, the corresponding demand for real estate is also
being created. Further, with the online medium of retail gaining more and more acceptance,
there is a tremendous growth opportunity for retail companies, both domestic and
international.

Market size
In 2013, the Indian retail sector was estimated at US$ 520 billion and was among the
largest employers in the country. By 2018, the Indian retail sector is likely to grow at a
compound annual growth rate (CAGR) of 13 per cent to reach US$ 950 billion. Food and
grocery is the largest category within the retail sector with 60 per cent share followed by the
apparel and mobile segment.

Organized retail, which constituted seven per cent of total retail in 2011-12 is
estimated to grow at a CAGR of 24 per cent and attain 10.2 per cent share of total retail by
2016-17, according to a study titled 'FDI in Retail: Advantage Farmers' conducted by an
industrial body.

6
India has about one million online retailers - small and large - which sell their
products through various e-commerce portals. Presently, these online retailers have started to
use the medium of online mobile apps to increase their reach to the customers. Several e-
commerce firms - Myntra, Flipkart, Jabong, etc., have launched their own mobile apps.
Flipkart plans to use their US$ 1 billion funds raised to acquire companies in mobile
applications.
According to the TCS Gen-Y 2013-14 survey, a total of 68 per cent of teenagers shop
online, while 91 per cent own mobiles in smaller metros. Mobile phones and tablets were the
most popular gadgets among teenagers, highlighted the survey.

Investments
The foreign direct investment (FDI) inflows in single-brand retail trading during the period
April 2000 - July 2014 stood at Rs 842.53 crore (US$ 137.70 million), as per data released by
the Department of Industrial Policy and Promotion (DIPP).
Some of the other notable investments and developments in the Indian retail sector
in the recent past are as follows:
• IKEA has entered into a memorandum of understanding (MoU) with the
Government of Telangana to set up its first store in India at Hyderabad.
• Liberty Shoes has planned to improve its retail presence as it plans to double the
revenue to Rs 1,000 crore (US$ 165.38 million) within three years.
• Walmart Stores invested Rs 623 crore (US$ 101.82 million) into its Indian cash-and-
carry operations in June 2014 to expand its network, thereby taking its total
investment in the country to nearly Rs 2,000 crore (US$ 326.91 million).
• Online marketplace Infibeam looks to build an online presence for large retail clients
in West Asia with its technology platform Buildabazaar. The company has partnered
with Axiom Telecom and will handle its e-commerce business.
• Argentina-based luxury brand La Martina - a polo lifestyle company known for its
apparel, technical equipment and accessories - has started operations with its maiden
store in New Delhi. La Martina has also diversified the brand to add general fashion
products for ladies, men and kids.

7
• Japan-based Uniqlo plans to open up to 1,000 stores in India in the coming years to
tap into the growing consumption story and has announced a strategy to source
garments from the country. Uniqlo, which started as a chain of suburban roadside
stores in Japan, is targeting close to 1,500 stores across the globe by the end of
August.
• The combined entity of Flipkart and Myntra plans to launch a fashion incubator, a
first-of-its-kind move by an Indian startup, in its aggressive push to gain complete
dominance of the fast-growing online apparel category.
• UK-based Tesco in equal partnership with the Tata Group's Trent plans to open six to
eight new stores in Maharashtra and Karnataka under three of its formats this
financial year. The stores will take the total number of Tesco-Trent outlets in the
country to 20.

Government Initiatives
The Government of India has taken several initiatives to boost the Indian retail sector.
For instance, the Ministry of Labour, Government of India has recently signed a
Memorandum of Understanding (MOU) with Flipkart to provide short-term training to its
new employees through its skill development initiative.

The changes in foreign direct investment (FDI) norms along with the relaxation of
certain regulations by the government are also seen as positive moves to attract more foreign
investments and enhance foreign trade. The government has allowed 100 per cent FDI in
Single-Brand Retail Trading (SBRT) and 51 per cent FDI in Multi-Brand Retail Trading
(MBRT)

In the Union Budget 2014-15, the Government of India announced a reduction in the
excise duty from 12 per cent to six per cent on footwear with retail price exceeding Rs 500
(US$ 8.17) per pair but not exceeding Rs 1,000 (US$ 16.34) per pair.

8
The Government of India has also proposed the Goods and Services Tax (GST). Once
implemented it will simplify the supply chain and bring down prices. This will help to boost
the Indian retail sector.

It has also formulated specific regulations for foreign investors; for instance, global
chains planning to set up cold storages and warehouses in India will now need to invest only
50 per cent of the initial compulsory investment of US$ 100 million.
Road Ahead
Driven by a combination of demand, supply and regulatory factors, the Indian retail
sector is set to grow rapidly with a gradual shift toward organized retailing formats.
Organized retail penetration is expected to increase from 7.5 per cent in 2013 to 10 per cent
in 2018 at a robust CAGR of 19-20 per cent during that period.

Tier-II and Tier-III cities such as Jaipur, Nagpur, Ludhiana, Vadodara, Aurangabad,
Kochi, etc., are emerging as the new ‘hot spots’ of consumption.

Organized retailers are increasingly setting up stores in these smaller cities with
increasing focus on profitable growth in the sector. E-commerce is also expected to be the
next major area for retail growth in India. Along with this, achieving profitable growth and
inventory management are also some major areas of focus in the times ahead for the retail
companies in India.

Exchange Rate Used: INR 1 = US$ 0.0163 as on September 25, 2014

1.1.3 Retail trade formats

The Retail Trade sector comprises establishments engaged in retailing


merchandise, generally without transformation, and rendering services incidental to the
sale of merchandise. The retailing process is the final step in the distribution of
merchandise. Retailers are therefore organized to sell merchandise in small quantities to
the general public.

9
This sector comprises two main types of retailers:

• Store retailers

• Non store retailers

Store retailers

Operate fixed point-of-sale locations, located and designed to attract a high


volume of walk-in customers. In general, retail stores have extensive displays of
merchandise and use mass-media advertising to attract customers. They typically sell
merchandise to the general public for personal or household consumption, but some also
serve business and institutional clients. These include establishments such as office supply
stores, computer and software stores, building materials dealers, plumbing supply stores
and electrical supply stores.

Catalogue showrooms, gasoline service stations, automotive dealers and mobile


home dealers are treated as store retailers.

In addition to reintailing merchandise, some types of store retailers are also


engaged in the provision of after-sales services, such as repair and installation. For
example, new automobile dealers, electronics and appliance stores, musical instrument and
supplies stores often provide repair services. As a general rule, establishments engaged in
retailing merchandise and providing after-sales services are classified in this sector.

Non store retailers

Non-store retailers, like store retailers, are organized to serve the general public,
but their retailing methods differ. The establishments of this sub sector reach customers
and market merchandise with methods, such as the broadcasting of “infomercials,” the
broadcasting and publishing of direct-response advertising, the publishing of paper and
electronic catalogues, door-to-door solicitation, in-home demonstration, selling from
portable stalls (street vendors, except food) and distribution through vending machines.
Establishments engaged in the direct sale (non-store) of products, such as home heating oil
dealers and home delivery newspaper routes are included here.

10
The buying of goods for resale is a characteristic of retail trade establishments that
particularly distinguishes them from establishments in the agriculture, manufacturing and
construction industries. For example, farms that sell their products at or from the point of
production are not classified in retail, but rather in agriculture. Similarly, establishments
that both manufacture and sell their products to the general public are not classified in
retail, but rather in manufacturing.

1.1.4 Retail formats:

Convenience stores

This industry comprises establishments known as convenience stores or food


marts primarily engaged in retailing a limited line of goods that generally includes milk,
bread, soda and snacks in a 2000 to 3000 square foot store with speedy check out. They
are the modern version of the neighbourhood mom-and-pop grocery/general store.

Departmental stores

This industry group comprises establishments known as department stores


primarily engaged in retailing a wide range of the following new products with no one
merchandise line predominating: apparel; furniture; appliances and home furnishings; and
selected additional items, such as paint, hardware, toiletries, cosmetics, photographic
equipment, jewellery, toys, and sporting goods. Merchandise lines are normally arranged
in separate departments.

Discount stores

This industry comprises establishments known as department stores that have


central customer checkout areas, generally in the front of the store. Department stores in
this industry offer a wide range of general merchandise (except fresh, perishable foods),
limited service and low prices.

11
Speciality stores

This industry concentrates on a limited number of complementary merchandise


categories and provides a high level of service in an area typically less than 8000 square
feet. In recent years, a specialty apparel store has been one of the weakest, slowest-
growing areas in retailing.

Category killers

This industry is much nearer to discount store that offers a narrow variety but deep
assortment of merchandise. These retailers are basically discount specialty stores. Most
category specialists use a self-service approach, but some specialists in consumer durables
offer assistance to customers.

Super centres

This industry offers a wide variety of food and non-food merchandise. They are the fastest
growing retail category. Supercentres stock between 100,000 and 150,000 individual items
(SKU’s). The store generally is spread across 150,000 to 220,000 square foot.

Hyper markets

This industry is large combination food and general merchandise retailers. They typically
stock less than super centres, between 40,000 and 60,000 items ranging from groceries,
hardware, and sports equipment, to furniture and appliances, to computers and electronics.
The store generally is spread across 100,000 to 300,000 square foot.

Challenges facing the Indian organized retail sector

The challenges facing the Indian organized retail sector are various and these are stopping
the Indian retail industry from reaching its full potential. The behaviour pattern of the
Indian consumer has undergone a major change. This has happened for the Indian
consumer is earning more now, western influences, and women working force is
increasing, desire for luxury items and better quality. He now wants to eat, shop, and get
entertained under the same roof. All these have lead the Indian organized retail sector to

12
give more in order to satisfy the Indian customer. The biggest challenge facing the Indian
organized retail sector is the lack of retail space.

With real estate prices escalating due to increase in demand from the Indian
organized retail sector, it is posing a challenge to its growth. With Indian retailers having
to shell out more for retail space it is affecting their overall profitability in retail.

Trained manpower shortage is a challenge facing the organized retail sector in India. The
Indian retailers have difficulty in finding trained person and also have to pay more in
order to retain them. This again brings down the Indian retailers profit levels.

The Indian government has allowed 51% foreign direct investment (FDI) in the India
retail sector to one-brand shops only. This has made the entry of global retail giants to
organized retail sector in India difficult. This is a challenge being faced by the Indian
organized retail sector.

But the global retail giants like Tisco, Wal-Mart, and Metro AG are entering the
organized retail sector in India indirectly through franchisee agreement and cash and
carry wholesale trading. Many Indian companies are also entering the Indian organized
retail sector like Reliance Industries Limited, Pantaloons, and Bharti Telecoms. But they
are facing stiff competition from these global retail giants. As a result disco becoming
accepted practices. This too brings down the profit of the Indian retailers.

Some of the reasons for this slow growth are:

* Retail not being recognized as an industry in India.

* The high costs of real estate

* High stamp duty.

* Lack of adequate infrastructure.

* Multiple and complex taxation system.

Opportunities in Indian Organized Retail Sector:

• The opportunities in Indian organized retail sector are many for this sector is
witnessing boom.

13
• The retail industry in India amounted to US$ 200 billion in 2006, and out of this
amount the Indian organized retail sector amounted to US$ 6.4 billion.

• The opportunities in India Organized retail sector can be judged from the fact that by
2010 it is expected to rise to US$ 23 billion.

The various opportunities in the organized retail sector in India are mainly there for
the Indian consumers behaviour pattern has changed. Now the Indian consumer gets more
hefty pay- packages, is younger, a large number of women are working, western influences,
and more disposable income have opened a lot of opportunities in Indian organized retail
sector. Pantaloons have decided to increase its retail space to 30 million square feet with an
investment of US$ 1 billion.

1.2 NEED FOR THE STUDY

The need of the study is about observing the store operating process from store
opening time to store closing time. In this process it involves about store maintenance,
customer service, cash management, planograms, changing promotional offers etc. In my
project, I studied about how store operations are managed and what type of activities are
performed by staff and store manager, how they involve in customer service for increasing
their sales for that period, what type of promotions are involved for various brands and how
and why the store planogram is updating for every time.

The Indian retail industry has presently emerged as one of the most dynamic and fast
paced industries as several players have started to enter the market. It accounts for over 10
per cent of the country’s gross domestic product (GDP) and around eight per cent of the
employment in India. The country is today the fifth largest global destination in the world for
retail.

This shopping mall concept was quickly embraced by the consumer, but
unfortunately the crowds and traffic of today's mega malls can often turn what should have
been a convenient and comfortable shopping experience into a mission of hand-to-hand
combat!

14
In recent years, the mail order business has experienced some of the most
impressive growth, which would also seem to echo the continuing consumer demand for
convenience. Most retailers are recognizing that they simply have to offer their customers the
ability to order products or services from the comfort of their own home or office in order to
compete in today's retail marketplace.

1.3 SCOPE OF THE STUDY:

The scope of this study is to observe the store operations. This study is conducted in
RELIANCE FRESH (SUPERMARKET) at Visakhapatnam. My research topic is “STORE
OPENING and STORE CLOSING PROCESS” and “MRP CLEANUP” of retail store. This
research based on primary data and secondary data. This study focuses on Store Operations,
how to see and up to what extent the customers satisfied with that retail outlet.

1.4 OBJECTIVES OF THE STUDY:

• To review the Retailing Industry in India

• To present the profile of RELIANCE FRESH.Visakhapatnam

• To examine the store operations in reliance fresh, Visakhapatnam

• To offer suggestions wherever necessary

15
1.5 Research Methodology:
1.5.1 Research Type:

As my project focused majorly on the Store Operations of RELIANCE FRESH store


in Visakhapatnam. and not the customer taste and preferences so I took help of
DESCRIPTIVE RESEARCH STUDIES. Descriptive Research involves the description of
the characteristics of the variable, description of the extent of association between variables
and it allows the researcher to infer about the variables. Like in this case, the variables were
analyzing Footfall, Catchment Area and the Average Ticket Size of the customers.
A descriptive study provides a sound basis for the solution of the problem; even
though they do not explain the relationship among the variables.
I took the base of DESCRIPTIVE RESEARCH because I worked on the data
provided by the store i.e. it was secondary data (total footfall, total sales, total no. of
customers etc.) for a month and I knew which parameters to work upon. Also I interviewed
the customers and observed their buying behaviour towards Store. As Descriptive research
design are used when the researcher has a substantial data about the problem and of the

16
variables that are to be measured. In this case I knew which all areas need to be covered up
and analyzed thoroughly.
Technology, customers tastes and preferences play a vital role in today’s generation.
Research Methodology is a set of various methods to be followed to find out various
information regarding market strategies of different products. It is required in every industry
for acquiring knowledge of their products. Area of study: The study is exclusively done in the
area of marketing. It is a process requiring care, sophistication, experience, business
judgment, and imagination for which there can be no mechanical substitutes.

2. Research Design:
A research design is purely and simply the frame work or plan for a study that guides
in the collection and analysis of the data. There are two types of research designs, they are a.
Exploratory research design b. Descriptive research design

a. Exploratory Research design:


Exploratory research studies are also termed as formulate research studies. The main
purpose of such studies in that of formulating a problem for more precise investigation or
of developing the working hypothesis forms an operational point of view.

b. Descriptive Research design:


Descriptive research is one that concerned with describing the characteristics of a
particular individual, or of a group. It is concerned with determining frequency with which
something occurs or how two variables vary together. Here the problems are defined and the
solutions are defined and the solutions are provided.
Research Sample
• Sampling Plan: Since it is not possible to study whole universe, it becomes necessary to
take sample from the universe to know about its characteristics.
• Sampling Units: Customers of reliance fresh.
• Sample Technique: Random Sampling.
• Research Instrument: Structured Questionnaire.

17
• Contact Method: Personal Interview.

3. Data collection techniques:

Source of data:

1. Primary data: I have interacted with store manager and CSA to know about
store operation and with some people directly it is through direct interview and
questionnaires. ( to know about customer interest towards to store)

2. Secondary data: I have collected secondary data from company websites and
various literature reviews in internet

Time of collection:
Time of collection of my research study was 45 days of analysis of catchment area,
footfall of customers etc. in one this time period I was able to understand the trend of the
store, how the mission happiness is useful in store, and various other management made in
store

1.6 LIMITATIONS OF THE STUDY:

• This study focuses only on organised retail sector

• This study is restricted only to India

• Advertising strategy is limited factor in Reliance fresh retail outlet

• There was limited consumer base

18
2.7 Functional department of the organisation:

• HR AND TRAINING

• PROJECT AND BUSINESS DEVELOPMENT

• COMMERCIAL AND ACCOUNTS

• ADMINISTRATION

• IT

• LEGAL

• LOSS PREVENTION AN RISK MANAGEMENT

• MARKETING

• SUPPLY CHAIN

19
Product & service profile of the organization

At Reliance fresh. for you we are committed to deliver quality & value to our
customers and have a range of private label brands as well as commercially branded products,
offering - 100% satisfaction on the quality of the products & services offered.

Reliance fresh .for you hosts a range of private label brands across various categories
that follow stringent quality norms, and are available in attractive prices and packaging. Our
premium products give you the opportunity to enjoy the difference and quality that is equal to
or better than the market's leading brands, but at competitive prices.

Reliance fresh provide some private labels also,

2.8 Own label Food Brands:

• reliance,
• good life products.
• Kitchen's Promise
• and Best of India.

Following is the range of products offered by Reliance freshstores to its customers. There are
various products and services offered by Reliance fresh supermarket and hypermarket.

20
SUPERMARKET

Bakery * Home Needs & Home Upkeep

Beauty Concepts * Home Decor Products

Beverages Mobile Store *

Basic Apparels Personal Care & Cosmetics

Cutlery & Cookware Processed Food

Fruits & Vegetables Pharmacy *

Frozen & Dairy Products Ready to Cook/Prepared Food

FMCG Products Small White Appliances *

Grocery Staples

General Merchandise Stationery

Home Care Products Women's Accessories

21
HYPERMARKET

22
Apparels - Men/ Women Infant & Children's Apparels
Audio & Video (A & V) Information Technology Products
Large White Appliances
Bakery
Luggage
Beverages
Mobile Phone & Accessories
Books and Audio & Video
Personal Care & Cosmetics
Computer & Accessories
Processed Food
Do it yourself
Ready to Cook/Prepared Food
Auto Accessories
Small White Appliances
Electronics
Sporting Goods
FMCG Products
Staples
Footwear
Stationery
Frozen & Dairy Products
Sun Glasses & Fine Jewellery
Fruits & Vegetables
Two Wheelers
Furniture
Toys
General Merchandise
Home Care Products
Home Decor Products
Home Needs & Home Upkeep

Services

For your additional benefit, Consumer Finance on electronics products such as:
Audio & Video and Large White Appliance are available at Reliance fresh

Friendly Return & Exchange Policy

Hassle free Return & Exchange policy at Reliance fresh

In case you change your mind, we at Reliance fresh would be pleased to exchange
the same for you - no questions asked, as long as it is in its original packaging and
accompanied by its invoice.

23
In case, an exchange is not required, you will be issued a gift card equal to the billed value,
which can be utilized within the store as per your convenience.

Pick the perfect gift with – reliance fresh Gift Card smart, practical, and truly
appreciated. Our gift cards are always the perfect gift which can be used at the Reliance fresh
by the recipient to purchase any gift of his/her choice any time.

Our Gift Cards easily available at the Customer Support Help Desk located at
Reliance fresh

STORE OPERATIONS

3.1 INTRODUCTION:

As a regular shopper you must have visited many retail outlets to make your
purchases. Whenever you go to a retail store, you are on the lookout for products which fulfil
your needs. It is better on the part of the retailers that the customers does not come with a
shopping list. In such situations, majority of the buying done by the customer in the store is
impulsive in nature. It is the merchandise which is displayed in the store that arouses the
attention of the customer and in turn this develops into the urge in the customer to buy the
merchandise.One very important aspect of the market which a retailer has to keep in mind is
the positioning of his store. It is essential for a retailer to decide upon his positioning strategy.
It is this strategy which will not only guide the formulation of the communication strategy but
also pricing, merchandising and layout related issues for the retailer. This gives a distant and
unique position to the retail outlet. The effective use of technology and design element is the
key to higher clicks, browsing time and sales .Now, let us consider the briefed factors in
detail. It would be appropriate to know about the management of retail store
operations.Management of retail store operations is a challenging and sensitive task.It
requires integration among various retail transactions within the stores.Such as product
display,visualmerchandising,management of human resources,financial management
etc.However,we shall study the issues relating to financial management in
retailing,performance measures and auditing process in a retail organisation which helps for

24
smooth and profitable functionality of a retail setup.Moreover,we will learn the importance of
relationship marketing and “Customer Relationship Management” and its importance in
detail.We will also deal with the establishment of Loyality programme and their
importance.We then conclude with different financial instruments involved in measuring the
profitability of a retail setup and the process involved in monitoring the performance in the
retail operations.Store operations is exactly what it is operating and overseeing all the
functions of the store from setting of shop, deciding what type of store you want, what
products you want to sell deciding on what type of customers you are trying to attract in your
store, then ordering products, hiring personnel, pricing the products, deciding on a location,
taking an inventory, advertising the products etc., and it would be categorized as business.The
study of retail store operations consists of different aspects these different aspects may
performed by the staff daily in store.

3.2 Objectives of store operations:

• To handle inventory and to control shrinkage.

• To improve customer satisfaction.

• To handle employee daily roster and employee performance.

• To maintain store appearance.

• To retain the existing customer and to the new customers.

• To Increase sale and maximize profit.

• To improve store performance.

Operations Performed By Retail Store:

Retail store operation deals with many functions from store opening time to store closing
time. Functions that are performed in the store are

Store Atmosphere

The store must offer a positive ambience to the customers for them to enjoy their shopping
and leave with a smile is committed to assure our consumers of the quality of products and

25
services on a consistent basis.fresh keeps the consumers at the centre of everything they do
and are committed to earn trust and recognition of reliance Store Atmosphere involves in
following:

• The store should not give a cluttered look.


• The products are properly arranged on the shelves according to their sizes and patterns.
Make sure products do not fall off the shelves.
• There should be no foul smell in the store as it irritates the customers.
• The floor, ceiling, carpet, walls and even the mannequins should not have unwanted
spots.
• Never dump unnecessary packing boxes, hangers or clothes in the dressing room. Keep it
clean.
• Make sure the customers are well attended.
• Don’t allow customers to carry eatables inside the store.

Prevent shoplifting/safety and security

• The merchandise should not be displayed at the entry or exit of the store.

• Opening of the store is made with security along with first incharge of the store.
• Keep a close watch on the customers.
• Each and every merchandise should have a security tag.
• Ask the individuals to submit carry bags at the security.
• Make sure the sales representative handle the products carefully.
• Clothes should not have unwanted stains or dust marks as they lose appeal and fail to
impress the customers.
• Install a generator for power backup.

Customer Service

• Customers are assets of the retail business and the retailer can’t afford to lose even
a single customer.

• Greet customers with a smile

26

• Assist them in their shopping.


• The sales representatives should help the individuals buy merchandise as per their
need and pocket.
• The retailer must not oversell his products to the customers. Let them decide on their
own.
• Give the individual an honest and correct feedback. If any particular outfit is not
looking good on anyone, tell him the truth and suggest him some better options.
• Never compromise on quality of products. Remember one satisfied customer brings
five more individuals to the store. Word of mouth plays an important role in Brand
Promotion

Cash Handling:

Cash management is one of the main aspect which Store Operations involves.Major aspects
related to retail depends upon cash.Reliance fresh handles cash management in a systematic
manner which helps the firm to reach its targets.Daily Sales Report has to be submitted to
Mumbai at 8:00 A.M.All the cashiers using their own login for cashering.One of the most
important aspects of retailing is cash handling.

▪ No pendencies on sale cash deposition.


▪ Surprise cash check done by cluster managers.
▪ It is essential for the retailer to track the daily cash flow to calculate the profit and loss
of the store.
▪ Cash Registers, electronic cash management system or an elaborate
computerized point of sale (POS) system help the retailer to manage the daily sales.
POS (point-of-sale) is the place where a retail transaction is completed. It is the point at
which a customer makes a payment to the merchant in exchange for goods or services. At the
point of sale the retailer would calculate the amount owed by the customer and provide
options for the customer to make payment. The merchant will also normally issue a receipt

27
for the transaction. The POS in various retail industries uses customized hardware and
software as per their requirements. Retailers may utilize weighing scales, scanners, electronic
and manual cash registers,  EFTPOS  terminals, touch screens and any other wide variety of
hardware and software available for use with POS.

The modern point of sale is often referred to as the point of service because it is not just a
point of sale but also a point of return or customer order. Additionally it includes advanced
features to cater to different functionality, such as inventory management, CRM, financials,
warehousing, etc., all built into the POS software. Prior to the modern POS, all of these
functions were done independently and required the manual re-keying of information, which
can lead to entry errors

Refunds and returns

• Formulate a concrete refund policy for your store.


• The store should have fixed timings for exchange of merchandise.
• Never exchange products in lieu of cash.
• Never be rude to the customer, instead help him to find something else.

3.3 Visual merchandising:

Visual merchandise, also referred to as display, is defined as the presentation of


products in order to sell them. Goods displayed shout to the world that the retailer cares about
his image and merchandise and most importantly, about entertaining, informing and
educating his customers. Frequent changes encourage the customer visiting his normal
section to also wander about and discover novelties.

Visual merchandising includes various aspects like Store floor plan, Store windows,
Signs, Merchandise display, Space design, Fixtures and hardware and the elements that come

28
with it which may be too many to mention. Visual merchandise elements are put into practice
from designing the floor plan of the store to the beautiful mannequins that grace the store
floor.

Reliance fresh visibility mails will be sent by Mumbai. It has to be printed and
execution must be completed within 24 hours of its release. It has to checked and store
manager need to sign at the top of the sheet of the file.

• In Reliance fresh. SEL should be displayed on the left side of an item.


• The position of dummies is changed frequently.
• There should be adequate light in the store. Changes of the burned out lights will be
made immediately.
• Light and subtle colours for the walls are maintained in Reliance fresh. to set the
mood of the walk-ins.
• The signage displays all the necessary information about the store and is installed at
the right place visible to all.
• The customers should be able to move and shop freely in the store.
• There should not be any torn on SEL and must be updated by Reliance fresh store
accurately.
4. Inventory management:
Inventory management involves creating a purchasing plan that will ensure that items are
available when they are needed (but neither too much nor too little is purchased) and keeping
track of existing inventory and its use. It also includes managing the physical quantities as
well as the costing of the goods as it flows through the supply chain.

Two common inventory management strategies are followed:

Just –In-Time method


Where companies plan to receive items as they are needed rather than maintaining high
inventory levels.

Materials requirement planning

29
Which schedules material deliveries based on sales force Inventory management moves with
the primary objective of determining /controlling stock levels within the physical distribution
system ,functions to balance the need for product availability against the need for minimising
stock handling and holding costs.

Staff management
It is a feature highlighting the strategies of retailers are using to improve work force
management.Thisinstallment spotlights Staff management. Trained, knowledgeable sales
associates can deliver great in – store customer experiences, but their tasks must parallel
shifting labor requirements, available capacity, budgets and customer demands.
Sophisticated, real-time Staff management tools allow retailers to create, assign, allocate and
control tasks for optimised staff performance and increased customer satisfaction.

Reliance retail store is very focused on providing single, prioritized place for managers and
associates to view their tasks and create a fabulous experience in store. Staff briefing is done
to train and properly induct them personally.

• Staff briefing is done daily by store manager in Reliance fresh.


• New employees provided with ID card,fresh uniforms within a week of joining.
• New joining is welcomed by Store Manager and is properly inducted and trained
personally.
• Reasons for Voids and Refunds mentioned with Cluster manager sign in previous visit
should be maintained in Tender declaration file.
• Staff duty roaster is prepared fortnightly and followed.

Training Program

● The store manager must conduct frequent training programs for the sales
representatives, cashier and other team members to motivate them from
time to time.

● It is the store manager’s responsibility to update his subordinates with the latest
software in retail or any other developments in the industry.

30
● It is the store manager’s responsibility to collate necessary reports (sales as

well as inventory) and send to the head office on a daily basis.

Statutory compliance

Statutory compliance –Statutory means “of or related to statutes,” or what we normally call
laws or regulations. Compliance just means to comply with or adhere to.So statutory
compliance means you are following the laws on a given issue.The term is most often used
with organizations,who must follow lots of regulations.when they forget or refuse to follow
some of those regulations,they are out of statutory compliance. company that follow all the
rules,is in statutory compliance.Many companies are out of statutory compliance, in part
because the cost of following the rule is too high ,and or the consequence is too small to
worry about.

Timely and efficient statutory compliance process means:

• Avoid legal implications &penalities


• Access to regional and local expertise
• Centralized error free data & documents that is readily available.
• Professional support during inspections /audits.
• Assured ethical practices with strict timeline adherence.
• Achieve 100 % compliance

Some of the licenses of the Reliance is as follows:

• Trade License
• Drug License
• Insecticide License
• Fire License
• FSA - Food License
• W&M – Weighing License
• Form -3 License

Store infra check:

31
RELIANCE devotion to quality is fortified by core values – “Passionate about consumers”
and “committed to quality’’. RELIANCE is also committed to respecting our Corporate
Social & Environmental responsibilities. Implementation of rigorous,credible, and efficient
assessment inspection, testing & certification system is made in RELIANCE.

Some of the topics involved in store infra check of RELIANCE are as follows:

• Fore court light is clean , hygienic and in good working condition.These infra has
been checked accordingly.
• Glow sign board – Sign board is More. board which will be switched on 6:00 pm to
10.00 pm.
• Security desk should be with paint and tokens should be new.
• Trolleys,baskets are displayed convenient to customers and placed at a right place.
• Store grill or shutters are in good condition and main entry glass door is clean and in
working condition.
• Chillers, freezers, pestro plus light ,fire extinguishers and so on will be maintained in
good condition.
• Cash till scanners, cash till EDC machines ,printers ,invertors is in good condition.
• Customer feedback box / Customer complain signage is placed in Reliance. at
entrance near door.
• Data Strips / Shelf edge strips is updated and motivated.
• Every store to check elements and also for promoting stock.
3.5 Supply chain management:
SCM can be seen as the process of strategically managing the procurement,

movement and storage of materials & parts & finished goods inventory (related information
flows) through the organisation& its marketing channels in such a way that current & future
profitability are maximized through the cost effective fulfillment of orders. Supply chain
management is a total system approach to managing the entire flow if information materials
and services from raw material suppliers through factories and ware houses to the end user. a
company supply chain boundary can be up to its direct suppliers to consumer .The integration

32
of key business processes from end user through original suppliers that provide products,
devices and information that added value for the customers and other stake holders.

Producti
Material Marketin

SCM
Design & Sales &

Custom Reverse
!

3.7 Human resource in retail:


Human Resource Management (HRM) is a relatively new approach to managing people in
any organization. People are considered the key resource in this approach. it is concerned
with the people dimension in management of an organization. Since an organization is a body
of people, their acquisition, development of skills, motivation for higher levels of
attainments, as well as ensuring maintenance of their level of commitment are all significant
activities. These activities fall in the domain of HRM.

33
Human Resource Management is a process, which consists of four main activities,
namely, acquisition, development, motivation, as well as maintenance of human resources.

Human Resource Management is responsible for maintaining good human relations in


the organization. It is also concerned with development of individuals and achieving
integration of goals of the organization and those of the individuals.

Human Resource Management is the process of proper and maximise utilisation of available
limited skilled workforce. The core purpose of the human resource management is to make
efficient use of existing human resource in the organisation.

For any organisation to function effectively, it must have resource of men (Human
Resource), money, materials and machinery. The resources by themselves cannot fulfill the
objectives of an organisation, they need to be collected, co-ordinated and utilised through
human resources. And, the effective management of human resources is also vital. Hence,
Human Resource Management (HRM) has emerged as a major function in organisations.
Human Resource Management is the organizational function that deals with issues related to
people such as compensation, hiring, performance management, organization
development, safety, wellness, benefits, employee motivation ,communication,
administration, and training.

3.8 Customer relationship management:

CRM is a system for managing a company’s interactions with current and future
customers It often involves using technology to organize, automate, and synchronize , sales,
marketing, customer service and technical support.

CRM products

34
CRM products come with many features and tools and it is important for a company
to choose a product based on their specific organizational needs. Most vendors will present
information on their respective websites.

• Features: These are what the product actually does and what value it can provide to an
organization.

• Support: Many CRM vendors have a basic level of support which generally only
includes email and/or access to a support forum. Telephone support is often charged in
either an annual or ad hoc pricing strategy. Some companies offer on-site support for an
extra premium.

• Pricing: This will be shown either per-user or as a flat price for a number of
users. Vendors charge annually, quarterly, or monthly with variable pricing options for
different features.

• Demonstration Periods: Many vendors offer a trial period and/or online demonstrations.

Characteristics of CRM
• Relationship management is a customer-oriented feature with service response based on
customer input, one-to-one solutions to customers’ requirements, direct online
communications with customer and customer service centers that help customers solve
their issues.

• Sales force automation. This function can implement sales promotion analysis, automate
tracking of a client’s account history for repeated sales or future sales, and also
сoordinate sales, marketing, call centers, and retail outlets in order to realize the sales
force automation.

• Use of technology. This feature is about following the technology trend and skills of
value delivering using technology to make “up-to-the-second” customer data available. It
applies data warehouse technology in order to aggregate transaction information, to
merge the information with CRM products, and to provide KPI key performance
indicators.

35
• Opportunity management. This feature helps the company to manage unpredictable
growth and demand and implement a good forecasting model to integrate sales history
with sales promotion.

• CRM in developing and maintaining client relationships

• Increasingly CRM is expanding outside of the core sales and marketing areas and
systems are available that incorporate support and finance data also into the CRM view
that a user gets, enabling a wider holistic view of a customer from one screen for a user.

• Customer relationship management systems track and measure marketing campaigns


over multiple networks. These systems can track customer analysis by customer clicks
and sales.

Implementing CRM in company

The following are general guidelines on implementing a CRM system.

1. Make a strategic decision on what problems you want your CRM system to address,
what improvements or changes it should bring in the business processes of the
organization.

2. Choose an appropriate project manager. Typically IT will be engaged, however a


manager with a customer service/sales and marketing business focus should be
involved, as the impact of the project will be mainly on the business side.

3. Ensure executive sponsorship and top management support.

4. Empower team members with the required authority to complete the tasks.

5. Select the correct implementation partner. They must have both vertical and
horizontal business knowledge, as well as technical expertise.

6. Define KPI's that will measure the project's success

7. Use a phased approach. Work towards long-term enterprise-scale implementation


through a series of smaller, phased implementation.

36
3.9 Starting of the Day & End of the Day operations in store:

Process of SOD & EOD:

When you make product, inventory, or settings changes, it is important to


know how to update your Point of Sale to reflect those changes.

1. If you already logged in to the Point of Sale, click the Gear Icon to open Settings >
Menu, then select Log out.
2. On the home screen, tap the Refresh button to sync any Management Console changes.
3. Then use your Pin to log in to the Point of Sale.
4. When logged in, you will see your order screen and products.


Manager Settings:

To view these settings, you must be logged in with an owner or manager Pin.

1. Begin by selecting the gear icon for settings on the top left corner.
2. Next, tap in the Manager tab to see the complete list of settings.


37
Clocking In:

1. If you are on the home screen, enter the Pin and then select Time Clock.
2. You should get a message saying Clock In Employee. Then tap Yes.
3. If you are already signed in to the Point of Sale, tap the gear icon for settings, and select
the Clock In/Clock Out feature.
4. To clock in another employee, repeat the steps above.

Logging In:

On the home screen, enter the employee Pin

1. Then select Log in.


End of Day Settings:

The End of Day wizard requires a bit of configuration before it's ready to go. To set things
up:

1. Log in to your Management Console


2. Navigate to the Settings tab.
3. Click Clear Selections and then type End of Day in the search bar..
4. Check the box for End of Day from the left-side bar.
5. On the right side, enable the End of Day Process:

If you would like to trigger a reminder on the POS for employees to run the EOD process, you can
use the Reminder Time field to set one up.
6. You can also use the settings in this section to customize your End of Day process to fit your
business' needs.

38
Running the Process:

Revel's End of Day wizard runs right on the POS, guiding a manager/employee
through predefined, configurable closing steps. An End of Day report records the results of
the process, including the name of the employee who ran it.

After setup in the Management Console, here's how to run it:

1. Log in to the iPad POS.


2. From the Dashboard screen, tap End of Day Process.
3. The process will start running.
4. Complete all open tasks.
Details about each End of Day task follow.

CLOSE 0.00 BALANCE ORDERS:

This is the first step that must be taken to initiate the End of Day process. If
any orders are currently open, but they are paid in full, the system will
automatically close them and the Close 0.00 Balance Orders box will be
checked.

RECONCILE OPEN ORDERS:

Any open/held transactions will appear on this page for processing. The
transaction number, opened date, and total amount due are all displayed, along
with the employee who opened the transaction, and any customer that was added to
the transaction:

39
Tapping an order will take you to the order screen, where you can then pay out the
order, void it, or comp it. Once you are done processing that particular order, you
will be taken back to the End of Day screen.

OFFLINE PAYMENTS:

This screen allows you to view and process any payments that were recorded while the POS
was in Offline Mode. The screen lists the transaction ID number, the cardholder's name (if the
customer is saved in the system), the last four digits of the card used for the transaction, the
date and time of the payment, and the total amount of the payment, including any tips.

Tapping the Force option at the top of the screen will process the listed offline payments. If
any payments are declined, they will be moved to the Declined Payments screen. If the
POS is still in Offline Mode, the End of Day process will not be able to be completed. You
will see an error window, and will need to reestablish your connection to continue.

DECLINED PAYMENTS:

This screen allows you to address and resolve any payments that were declined. The
screen displays the same information about the payment as was shown in the Offline
Payments screen, along with the reason why the payment was declined. This could be due to
an invalid card number, for example.Tapping the Retry button will cause the POS to try to
process the payment again. If the payment is still declined, you will need to swipe right to
delete the payment from the table in order to continue with the End of Day process. If
the Delete option is selected, you will see a warning confirming that they are about to delete
the payment.

40
PROCESS ALL CREDIT CARDS:

This screen allows you to process all credit cards used for transactions. The screen
displays all information about payments processed on a credit card (same information that
was listed in the Offline / Declined Payments pages) along with the payment status. You can
add any additional tip amount in the Tip field.Tapping the Capture button will bring up
the Capture All Transactions window confirming the capture of the card.

CONFIRM EMPLOYEE TIME CARDS:

This screen allows you to view any employees that are currently clocked in and clock
out those employees as well as themselves. The page displays the employees' names, roles,
and the dates and times they clocked in. Tapping the red Clock Out option in an employee’s
row will clock out that employee:


CLOSE ALL TILLS:

This screen allows you to close the till. The page displays the POS station and employee who
set the till for the day and the current status of the till. Tapping the blue Close Till option
brings up the Till Management window. Tap End Shift to close the till:


41
ADDITIONAL TASKS:

This screen allows you to ensure that any additional tasks vital to the End of Day
process are completed. You can set your additional steps in the Management Console
(see End of Day Settings section above). Any configured steps appear in this page. Tap the
blue Mark as Complete option next to each step to mark it as done:


PRINT REPORT:

This screen allows you to print the Employee Sales Summary report. You can
choose to run/print a report based on sales from all employees, combining them all in one
report, or based on any of the listed employees and the transactions they processed that day:


Once the End of Day process is complete, the POS will automatically log you out and
refresh.

42
3.10 DATA ANALYSIS & INTERPRETATION

Table No. 3.10.1


The most visited store in general

S.NO ORGANIZATION NAME NO. OF PEOPLE PERCENTAGE OF


INTERESTED RESPONDENTS
RELIANCE FRESH 55 27.5
SPENCERS 70 35
BIG BAZAR 40 20
MORE 35 17.5
TOTAL 200 100

Graph no.3.10. 1 The most visited store in general

Interpretation- People visit More and Spencers frequently, whereas Reliance Fresh
is the least visited store

SUMMARY
SUMMARY :

Retailing, is selling of merchandise and certain services to the consumer. It ordinarily


involves the selling of individual units or small lots to large numbers of customers by a
business set up for that specific purpose. In the broadest sense, retailing can be said to have
begun the first time one item of value was bartered for another. In the more restricted sense of

43
a specialized, full-time commercial activity, retailing began several thousand years ago when
peddlers first began hawking their wares and when the first marketplaces were formed. As
with most other business activities, retailing is extremely competitive, and the mortality rate
of retail establishments is relatively high. The basic competition is price competition, but this
is moderated somewhat by such non-price forms of competition as convenience of location,
selection and display of merchandise, attractiveness of the retail establishment itself, and
intangible factors such as reputation in the community. Competition for sales has led to a
blurring of traditional product lines in retailing, and many establishments offer a much wider
variety of merchandise than their basic classification would indicate (e.g., drugstores may
carry food, clothing, office supplies, hardware, etc.).

The project work was based on store operations in” RELIANCE FRESH
Visakhaptnam. In this project work placing the products in the store according to planogram
was studied. Some concepts regarding the inventory management were studied. How to
receive customers at entrance of the store and also how to take feedback from the customers
are also part of this project work. The process between SOD(start of the day) to EOD (end of
the day) was studied. Supply chain is the key process of all RELIANCE operations. It
consists of inbound logistics, outbound logistics and reverse logistics. The project work also
deals with supply chain process in distribution channel. Besides this project work was also
dealt with HR activites.

FINDINGS:

1. Very low offers.

44
2. “Reliance fresh” maintain only quality products.

3. “Reliance fresh” doesn’t sell near to expire products

4. Customer service is good.

5. Visual merchandising is very attractive.

6. Employee growth is very effective.

7. Reliance fresh doesn’t encourage integrity issues.

8. Only selling fresh fruits & vegetables.

9. Number of Fruits & Vegetables articles is low(F&V)

10. Availability of space is less.

11. Point of purchasing(POP)

12. Charges for carry bag from customers.

13. Reliance fresh doesn’t encourage Business to Business sale.

45
SUGGESTIONS:

1. Provide more offers to customers.

2. Increase number of Fruits & Vegetables items.

3. Maintain space management

4. Should implement competitive price.

5. Improve Parking facility.

46
CONCLUSION:

Good practice needs to come from the top management and other levels must follow
it to acquire more number of loyal customers. Only if the whole management team jointly
agrees that the store operations system is a key part ofmeeting the organization’s objectives,
and then use it and be seem to use it themselves then the full benefits of the store operations
will be realized The data maintaining and exchanging processes need to be supported by a
store operation system omprising store operation functionality. The understanding of store
operations and its different aspects like Supply Chain, Human Resource in retail, Customer
Relationship in retail is very important to strengthen the store operations process, before
planning for the adoption and implementation. It must also provide a feeling to customer that
they are been valued, and staff is always at their service. The sales staff and store managers
must communicate the offers and schemes for its loyal customers regularly at the point of
sale or at the billing counter. Thus by following such extensive process Reliance fresh. can
acquire more number of new customers and also will be able to retain new customers by
Reliance fresh. core values - Passionate about consumers .

47
BIBLIOGRAPHY

The Text-Books referred are:

TITLE AUTHOR NAME


Retail management MICHAEL LEVY BARTON WEITZ, AJAY
PANDIT
Retail store operations SRIRAM B.IYER.

Strategic brand management KEVIN LANE KELLER

Retail marketing management DAVID GILBERT

1. www.storeoperations.com

2. www.indiaretailing.com

QUESTIONNAIRE

SECTION-A

NAME :

48
AGE :

GENDER :

OCCUPATION :

SECTION-B

1)The most visited store in general

a)MORE b)SPENCERS

c)BIG BAZAR d)RELIANCE FRESH

2) Factors which influence the decisions in selecting a Retail Outlet for


purchasing
a)PROMOTIONAL ACTIVITIES
b)PRICE RANGE
c)LOCATION
d)RANGE OF PRODUCTS
e)SERVICES

3) Order of preference of brands

a)SPENCERS b)MORE
c)BIG BAZAR d)RELIANCE FRESH

4) The most preferred and least preferred stores based on the parameters

49
Parameters Most Preferred Store Least Preferred Store

Brand name

Services at the Store

Range of Products

Quality of Products

Price Range

Location of the Store

Promotional Activities

After Sales Services

5) Frequency of visiting the Reliance fresh store


a)ONCE A WEEK
b)ONCE A MONTH
c)MORE THAN ONCE IN A WEEK

50
6) Amount of money spend per month, in purchasing from the store
a)<500 b)501-1000

c)1001-2500 d)>2500

7) Preference of products from Reliance fresh retail store


a)COSMOTIC PRODUCTS
b)BEVERAGES AND BAKERY
c)VEGETABLES AND FRUITS
d)GROCERY PRODUCTS
e)OTHER PRODUCTS

8) Role of advertisement in selection of Reliance fresh store


a)YES b)NO

9) Visits to Reliance fresh


a)YES b)NO

51
10 )Ratings to the Reliance fresh store based on the parameters

OPINIONS
Parameter Very good Good Average Bad

Store Ambience

Offers and Schemes

Range and Variety of Products

Products Quality

Price of the Products

Parking Facility

Credit Facility

Near to Home

Brand Name

Home Delivery

Return\ Exchange Policy

Loyalty Points

Checkout Experience

52

Das könnte Ihnen auch gefallen