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SUMMER TRAINING REPORT

UNDERSTANDING SHOPPER BEHAVIOUR AND EVALUATION OF


CUSTOMER EXPERIENCE AT SELECTED STORES OF RELIANCE
RETAIL

In partial fulfillment of the

Requirements for the award of the Degree of

MASTERS OF BUSINESS ADMINISTRATION (Retail)

(2017-2019)

Submitted by

Name of Student: Ashish Kumar

RollNo.20029

UNIVERSITY INSTITUTE OF APPLIED MANAGEMENT SCIENCES

PANJAB UNIVERSITY, CHANDIGARH

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DECLARATION FROM THE CANDIDATE

I Ashish Kumar, student of MBA (Retail Management) roll No. (20029) do here by certify that
the Project work titled Understanding shopper behavior and evaluation of customers experience
at selected store of Reliance Retail is a bonafide work carried out by me.

Signature of the candidate……………………………..

Name: Ashish Kumar

Class: MBA 2nd year

DATE:………………….PLACE: Chandigarh

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CERTIFICATE
This is to certify that the project work titled “Understanding the shopper behavior and customer
experience at reliance retail store” is a bonafide work carried out under my guidance and
direction by Mr. Ashish Kumar Roll No 20029 of MBA (Retail)of University Institute of Applied
Management Sciences, Panjab University, Chandigarh. The project work was carried out during
14-5-2018 to 14/7/2018.

( Sd/ -Project Guide)

Name of industry Guide: Vimal patel

Designation: Chief Manager

Date:

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ACKNOWLEDGEMENT

The project of this nature is a learning task gave me exposure to understand the retail sector in
acute manners and stretching over a period of time, for completing a project like this one takes
the effort and quality inbuilt.

Although this project report is being brought in my name, it bears an imprint of guidance and
cooperation of many individuals. Several persons with whom I integrated have contributed
significantly to the successful completion of the project study. In the successful and trouble
completion of my final term project title ‘UNDERSTANDING SHOPPER BEHAVIOUR AND
EVALUATION OF CUSTOMER EXPERIENCE AT SELECTED STORE OF RELIANCE
RETAIL’’, I am grateful to Reliance Retail Limited and all the staff members for giving me all
kind of support that I needed .

I extend my deepest and sincere thanks to my project guide, Mr. Vimal patel and Mr. Jayesh patil
for the unflinching support and guidance throughout the project by which I could manage to
enrich my skills and got benefited with the hard core learning.

I really appreciated their involvement in the project as I went along and also inculcate all the
points that help significantly with the growth in my learning. It has been an absolute honour to
work and learn from them, without their support the project would not have completed I would
also like to express my sincere gratitude to Reliance retail authorities who gave the permission to
do my summer internship in a renowned company like Reliance Retail Ltd.

I would also like to thank all the staff members of store who shared their precious time and
experience with me.

Last but not the least, I extend my sincere thanks to my Faculty guide and the Institute for
providing the help that was needed.

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EXECUTIVE SUMMARY
The customers are the only reason why we are in business, so satisfying them will ultimately
make our business more profitable. There is a need to highlight the importance of a customer
service climate in Value Format Stores. A climate that emphasizes courtesy, competence and a
work environment that promotes strong working relationship and empowerment.

Intention of this project is to get assistance from customer feedback for not only identify problem
areas but will also demonstrate to customers that we care and are proactive in looking for ways to
improve the service we provide.

The project work includes collecting data as management trainee at Reliance Value Chain.
Trainees were assigned two store each. We have to be present at one store everyday. We have to
interact with atleast8/10 customers document the feedback in prescribed format Include an open
ended question at the end asking them if they have any additional comments or suggestions to
make.

Most importantly I collate a report of the questionnaires filled on a daily basis and submit the
same on Monday and Thursday with Store Observation Report.

My training was went through different phrases which are following:

PHASE -1: In this phase an extensive training was given to us about basic terminology use in
retail work is to be done in any store, which instruments, software they use and how they use
them.

PHASE-2: The next phase was of to interact with the customer and take their feedback on that
questionnaire and send the daily report to Reliance headquarter and along with on other side we
were assigned one more project in which we went to different stores of reliance to find out the
difference and some special observation and learning.

PHASE-3: Analysis was done on the basis of the questionnaire filled up and the suggestions
made by the respondents. On further analyzing we found this project was really the worthwhile to
understand the retail chain system Every store is made with particular specialization and we
analyzed those stores are coming up to standard or not if not then why and how we can control
those deviations
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Contents
1. INTRODUCTION……………………………………………………………..8
2. INTRODUCTION TO THE TITLE…………………………………………..9
2.1 INTRODUCTION TO THE COMPANY………………………………...10
2.2 HISTORY…………………………………………………………………10
2.3 PROFILE OF THE COMPANY………………………………………….12
2.4 KEY PEOPLE AT THE RELIANCE RETAIL LTD…………………….13
2.5 RELIANCE FORMATS IN INDIA………………………………………13
2.6 ‘AGES’ FOR DEALING CUSTOMERS IN Reliance trends…………....16
3. THE PROBLEM UNDER STUDY…………………………………………..17
4. REVIEW OF THE LITERATURE…………………………………………...19
5. OBJECTIVES………………………………………………………………...11
6. DATA ANYALYSIS & OBSERVATION……………………………….......23
7. CONCLUSION AND RECOMMENDATION……………………………….41
8. BIBLIOGRAPHY ……………………………………………………………42

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LIST OF FIGURES
FIGURE.1……………………………………………………………………….9

FIGURE.2……………………………………………………………………….17

FIGURE.3……………………………………………………………………….23

FIGURE.4……………………………………………………………………….24

FIGURE.5……………………………………………………………………….25

FIGURE.6……………………………………………………………………….26

FIGURE.7……………………………………………………………………….27

FIGURE.8……………………………………………………………………….28

FIGURE.9……………………………………………………………………….29

FIGURE.10………………………………………………………………………30

FIGURE.11………………………………………………………………………31

FIGURE.12………………………………………………………………………32

FIGURE.13………………………………………………………………………33

FIGURE.14………………………………………………………………………34

FIGURE.15………………………………………………………………………35

FIGURE.16………………………………………………………………………36

FIGURE.17………………………………………………………………………37

FIGURE.18………………………………………………………………………38

FIGURE.19………………………………………………………………………39

FIGURE.20………………………………………………………………………40

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INTRODUCTION
The sale of goods or commodities in small quantities directly to consumers is known as retailing.
A "retailer" buys goods or products in large quantities from manufacturers or importers either
directly or through a wholesaler and then sells smaller quantities to the end user.

Retail is India’s largest industry, accounting for over 10 percent of the country’s GDP and around
eight percent of employment. Retail in India is at the crossroads. It has emerged as one of the
most dynamic and fast paced industries with several players entering the market. That said, the
heavy initial investments required make break even hard to achieve and many players have not
tasted success to date. However, the future is promising; the market is growing, government
policies are becoming more favourable and emerging technologies are facilitating operations.

Retailing in India is gradually inching its way to becoming the next boom industry. The whole
concept of shopping has altered in terms of format and consumer buying behavior, ushering in a
revolution in shopping. Modern retail has entered India as seen in sprawling shopping centers,
multistoried malls and huge complexes offer shopping, entertainment and food all under one roof.

The Indian retailing sector is at an inflexion point where the growth of organised retail and
growth in the consumption by Indians is going to adopt a higher growth trajectory. The Indian
population is witnessing a significant change in its demographics. A large young working
population with median age of 24 years, nuclear families in urban areas, along with increasing
working-women population and emerging opportunities in the services sector are going to be the
key growth drivers of the organized retail sector.

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INTRODUCTION TO THE TITLE :

Reliance Retail started its journey in 2006 with the opening of its first Reliance Fresh store.
Today Reliance Retail operates over 513 Reliance Fresh and Reliance Smart stores and sells over
200 metric tons of Fruits and over 300 metric tons of Vegetables every day.
Reliance Fresh is India’s leading neighborhood retail chain, synonymous with freshness &
savings. With the three core promises of Fresh Hamesha, Available Hamesha and Savings
Hamesha, Reliance Fresh is a one-stop-shop for fresh shopping, fresh savings and fresh
happiness.
From fresh fruits & vegetables to dairy, cereals to spices, processed food & beverages to home &
personal care products, we have the entire gamut of your grocery needs covered.
Across our stores, we retain a strong customer centric approach to meet all your shopping needs -
be it routine or seasonal, well known brands or popular local products.
Continuing Reliance’s hallowed tradition of backward integration, Reliance Retail directly
partners with a large number of farmers and small vendors in a farm-to-fork model. The linkages
with the farm has brought about transformational changes in the quality of life of the farmers as
also enhancing the quality of produce, reducing wastage by shortening the time to move fresh
produce and reducing intermediaries in the value chain thereby benefiting all.

FIGURE 1

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INTRODUCTION TO THE COMPANY
Reliance Retail is the retail initiative of the group and is central to their consumer facing
businesses. It has in a short time forged strong and enduring bonds with millions of consumers by
providing them unlimited choice, outstanding value proposition, superior quality and unmatched
experience across all its stores.

As per the short tem goal the company here offer the internship to students and getting a
customer response regarding their products. This study will help the organisation to understand
the customer requirement and satisfaction and need for further improvement. The study is being
conducted at Shimla district in Himachal Pradesh.

HISTORY :

The Reliance Group, founded by Dhirubhai H. Ambani , is India's largest private sector
enterprise, with businesses in the energy and materials value chain. The flagship company,
Reliance Industries Limited, is a Fortune Global 500 company and is the largest private sector
company in India.

DhirubhaiAmbani founded Reliance as a textile company and led its evolution as a global leader
in the materials and energy value chain businesses. It was in 1957 when he returned to India after
a stint with A.Besse& Co., Aden he started yarn trading business from a small 500 sq.ft. office in
Masjid Bunder, Mumbai.he set up his brand new mill in Naroda, Gujarat. In 1996 Reliance went
on to become the biggest textile brand ?OnlyVimal?. In 1977 the Reliance Textile Industries
came with an IPO which was oversubscribed seven times.
Reliance enjoys global leadership in its businesses, being the largest polyester yarn and fibre
producer in the world and among the top five to ten producers in the world in major
petrochemical products.

Starting as a small textile company, Reliance has in its journey crossed several milestones to
become a Fortune 500 company in less than 3 decades.

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Reliance Industries Limited operates world–class manufacturing facilities across the country at
Allahabad, Barabanki, Dahej, Dhenkanal, Hazira, Hoshiarpur, Jamnagar, Kurkumbh, Nagothane,
Nagpur, Naroda, Patalganga, Silvassa and Vadodara
.
With a vision to generate inclusive growth and prosperity for farmers, vendor partners, small
shopkeepers and consumers, Reliance Retail Limited (RRL), a subsidiary of RIL, was set up to
lead Reliance Group’s foray into organized retail.

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

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PROFILE OF THE COMPANY
Reliance Retail, Ltd. operates retail outlets in India. Its retail outlets offer foods, groceries,
apparel and footwear, lifestyle and home improvement products, electronic goods, and farm
implements and inputs. The company’s outlets also provide vegetables, fruits, and flowers. It
focuses on consumer goods, consumer durables, travel services, energy, entertainment and
leisure, and health and well-being products, as well as on educational products and services. The
company was founded in 2006 and is based in Mumbai, India. Reliance Retail, Ltd. operates as a
subsidiary of Reliance Industries, Ltd.

Headquarters: Mumbai Area, India

Industry : Retail

Type : Public Company

Status : Operating Subsidiary

Founded : 2006

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Key People At The Reliance Retail Ltd.

 MukeshDhirubhaiAmbani: Chairman And MD.

 Vinod M. Ambani: President.

 JuerganHase: Group CEO for IOT Business

 AbhijitSanyal : EVP & CE - Reliance Home Products Pvt Ltd

 PrashantNarula : General Manager

 DevendraChawla : Vice - President - Business Head , Merchandising Head

 PrasunBhadani : Manager - Store operations and NSO

 SriramMahadevan : Concept Head - Reliance Marts & Supers

 Rakesh Mehta : Commercial Head – North

 Nageswaran c k : VP, Operations

Reliance formats in india

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. 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-

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5,000 sq ft. Each store is to provide fresh fruits, vegetables and also products of Reliance Select
and other related groceries.

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. 18 Amity Global Business School, Bangalore

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 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 &

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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.

f) Reliance Footprints

It is a specialty footwear store that would offer over 25,000 pairs of formal, casual, ethnic, party
wear and sportswear 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.

g) 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. 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.

h) 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 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,

i) Reliance Trends

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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, 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.

‘AGES’.... for dealing customers in Reliance Trends

APPROACH: - Move away from tired old fashioned ways of approaching customers and build
an instant relationship that will increase retail sales. Think about the increased sales you or your
sales team could make if you could get more of your retail customers talking to you.

GREETINGS:- Walking into a retail store can seem like a foreign experience for some
customers. Finding their way around your shop or looking for an employee to answer questions
can be intimidating. Rather than hunting down a worker, some prospects might simply leave
without talking to anyone or making a purchase. Grabbing sales from these potential customers
can be successful if you train your staff to greet people upon entering your establishment and to
be available for the duration of the visit to your store.

EYE CONTACT: - ‘Eye contact can be the difference between seeming aloof and a new
friendship

SMILE-: smile is a universal sign of happiness.’ It’s always essential to have a smile on the face
while interacting with the customers

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FIGURE 2

THE PROBLEM UNDER STUDY

1. Need Of The Study:


Companies are always curious about the position of their company’s product in the market which
largely depend upon the goodwill, and the position of their brand. In order to maximize the sale
and profit, company must deliver outstanding satisfaction to the retailers, wholesaler and
customers. So market survey of retailers and customers is required to chart out the position the
company as compared to the competitors.

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2. Scope Of The Study:
The study is being conducted at Ludhiana district of Punjab and aims to provide research into the
opportunities within the retail department of increased sales through longer service time spent
with the customer

 Scope of the study focuses on the current level of customer satisfaction.


 To give suggestion regarding improvement of performance standard of the company.
 To inform the management about critical level.
 The project is carried out for the period of about 2 month.

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REVIEW OF THE LITERATURE

Retailing encompasses business activities in selling goods and services to consumers for their
personal, family or household consumption. Every sale to the final consumer ranging from cars to
clothes to movie tickets to meals at restaurants is a part of retailing. It’s the last stage in the
distribution process. Retailing today is at a fascinating crossroads. Sales of some of the leading
companies in organized retailing are well ahead of some manufacturing giants. Ex.- Sales of Wal-
Mart is ahead of General Motors, ExxonMobil. While retail sales remains at the highest peak in
the history on one hand, the retailers face numerous challenges on the other (Evans & Berman,
2007). Traditional retailing or unorganised retailing is a part of the Indian society since
generations. Traditional retailing signifies the small family run stores in our neighbourhood.
These stores sell products in small quantities and as consumers we buy our daily need items
several times in a month from them. They are also known as ‘kirana’ which sell daily need items
like rice, wheat, pulses, flour, spices, ghee, edible oils, snacks, jam, jelly, milk, vegetables, fruits,
and many such items. They are small in size due to which they do not stock items in large
quantities. As far the research work is concerned we hereby have collected a lot of feedback from
the customers regarding our services, their likes and dislikes regarding our product, what
impovement do they need from a particular product.

Our findings were based on the following parameters :


1. Ambience of the store.

2. Different product categories in the store.

3. Prices of different products.

4. Promotional strategies.

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5. Employees behaviour.

6. Additional services like home delivery or parking facilities.

7. Reddressal system.

8. Management pro activeness.

9. Product availability.

10. Freshness of products.

11. Store’s own brand popularity.

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OBJECTIVES
The main aim of this project is to report to the customer satisfaction. The project is aimed at
understanding various parameters pertaining to customer experience across Reliance Retail
companies, and define a holistic Reliance customer experience based on the project findings. The
interns will be part of a pan India project wherein they will complete a joint project involving
interaction with customers inside and outside of Reliance Retail stores using structured
questionnaires as well as using observational techniques to study and understand shoppers and
their buying behavior.

However Some of The Points Are Given As:

1. To get a sense of how well your company is serving customers.

2. To quickly reveal customer service problems that need to be addressed.

3. To evaluate the pro activeness of management in daily problems.

4. To evaluate their sales promotions and working mechanism.

5. To find potential opportunities for serving your clients that you may be missing.

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RESEARCH METHODOLOGY
Research Approach:

The research included meetings with retailers, consumers and dealers. It included preparation of
the questionnaires to be answered by these people for knowing the competitive position of the
Reliance Retail in the market.

Research Instruments:

The research instruments were structured questionnaires formulated for the respondents. The
questionnaires are different for the different stores.

SAMPLE SIZE

In this research, we have to interact with customer who comes in the store. On the basis of
particular questionnaire. We interacted with more than 150 customers but due to lack of time we
couldn’t complete the exact target.

PRIMARY DATA

I collected primary data as I collected responses through QUESTIONNAIRE. So it was the


primary source of data collection. Moreover I interacted with customer and interviewed them. So
this was the primary data that I have collected.

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LIMITATION:

- The main constrain was just interaction with the people who comes to the store. - I was
provided with a questionnaire, so scope of some open ended response was limited.

DATA ANALYSIS

1. What was the gender of the respondent?

Gender of respondent 58%


42%

Female Male

FIGURE 3

Analysis:

From the above table and the column graph it is clearly observed that the numbers of males
entering into the reliance Fresh is more as compared to female but there is not very huge
difference between female and male who entering into the reliance Fresh store but here we can
say that males visited more to the reliance Fresh store as compare to females.

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2. What was the age group of the respondents?

Age group
37%

23%
18%
15%

5%
3%

16 – 25 years 26 – 35 years 36 – 45 years 46 - 60 years Less than 16 More than 60


years years

FIGURE 4

Analysis and Observation:

From the above figure and table it is clearly observed that most of the people entering into the
reliance fresh store belong to the age group of 26 – 35 years

As it is clear that the people of age between 26 – 35 years are visiting the store mostly so
Reliance Fresh have to concentrate on attracting more people of this group. All the promotions
should be done in a way to influence the people of this Age group to come to reliance Fresh store.

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3: Other format of reliance store was visited by customers or not

Other format visted


63%

37%

No Yes

FIGURE 5

Analysis and Observation:

From above column chart it is clearly observed that most of the customers had not visited other
stores of reliance and those customers who visited other formats of Reliance store are very less.

So it is clear from above column chart that very few customers are visited other format of
Reliance so that Reliance stores have to do some efforts for creating awareness about their store

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4) Formats which are visited by customers

44%

21%

13%
12%
6%
4%
0% 0%

Reliance Reliance Reliance Reliance Reliance Reliance Reliance Jio Stores


Smart Market Digital Footprint Trends Jewels Petrol
Pump

FIGURE 6

Analysis and observation;

From the above figure it is clearly observed that mostly 44% respondents would like to visited
Reliance Digital store as compare to other store.

After Reliance digital the second highest percentage of store visited by respondents is Reliance
market where respondents would like to shop

There is 0% for jio store where only 1 or 2 respondents had visited.

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5) Whether respondent come in a group or alone?

64%

36%

Alone In a Group

FIGURE 7

Analysis and Observation:

From above figure it is clearly observed that about 64% respondents had visit fresh store alone
and about 36% are those respondents who had visited the fresh store along with the group of
peoples.

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6) With whom Customers visit that Store

Accompaniment
39%

28%

17%
11%
6%
0% 0%

FIGURE 8

Analysis and Observation:


From above figure it is clearly observed that mostly 39% respondents are husband wife who visit
that store and there is no respondent who had visit that store along with Domestic helpers
(servant)

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7) Were respondents specifically plan to come to Fresh store?

Planned visted
71%

29%

No Yes

FIGURE 9

Analysis and Observations:

From above diagram it is clearly Observed that 71% are specifically plan to visit at fresh store
and around 29% respondents said that they had not specifically plan to visit that store, they visit
that store randomly.

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8) Was respondents contain specific list of items in their mind before visiting the store?

Planned or unplanned items for


purchasing
66%

34%

No Yes

FIGURE 10

Analysis and observations:

From above figure it is observed that there is 66% percentage of Respondents who had contain
planned items in their mind before going to that store.

And there is only 34% respondents who had not contain any specific items in their mind, they
purchased items randomly.

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9) Were respondents able to buy all what they want to buy in that store?

Mission accomplishment
57%

36%

7%

No I didn’t buy anything Yes I bought everything Yes I bought some of the
today which I wanted things which I wanted to
buy

FIGURE 11

Analysis and Observation:

From above figure it is observed that about 57% respondents had bought some of the things
which they want to buy and 36% respondents are those who had bought everything which they
want and lastly only 7% respondents are those who had not buy anything.

The reason behind no purchases is maybe respondents does not get preferable product or
preferred colour or maybe they feel prices are too high according to quality.

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10) Were the Respondents willing to shop again at that store?

Shop again or not

96%

4%

Maybe Yes

FIGURE 12

Analysis and observations:

From above figure it is clearly observed that around 96% respondents would like to visit that
store again at that reliance fresh store and only 4% respondents are those who said maybe for
visiting that store again.

So it is clear that most of respondents will visit that store again because they like the quality and
prices of the product or they are satisfied with products and services of fresh.

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11) Were Respondents willing to recommend that Store to their family/ friends/ neighbors?

Recommend the store or not

96%

3% 1%

1 2 3

FIGURE 13

Analysis and Observations:

From above figure it is observed that 96% respondents would like to recommend that store to
their friends/family/ neighbor because they like the quality and price of the products.

And only 3% respondents are those who refused to recommend that store to their
friend/neighbor/family, the reason behind is maybe respondents had not like the quality or staff
services.

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12) How much respondents are satisfied or dissatisfied with their current visit in that store?

Overall Satisfaction and dissatisfaction


With Current Visit

89%

7% 3% 1% 0% 0%

Very satisfied: Somewhat Neither Somewhat Very No Response:


5 satisfied: 4 satisfied nor dissatisfied :2 dissatisfied:1 9
dissatisfied: 3

FIGURE 14

Analysis and Observation:

From above figure it is clearly observed that about 89% respondents are very satisfied with their
experience in reliance fresh store and there is no respondent who were dissatisfied with their
experience in fresh store so we can say that the quality and prices of the products give satisfaction
to the respondents needs.

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13) Distance of store from Respondents house?

Distance from store


59%

10% 11% 11%


7%
2%

1 km – 2kms 2.1 kms – 3 3.1 – 5 kms 5.1-10 kms More than 10 Within 1 km
kms kms

FIGURE 15

Analysis and Observation:

From above figure it is observed that about 59% respondents are come from nearly area which lie
within just 1 kms .The main reason is that there is no departmental store in the locality and
customers prefer to buy from trusted brand like reliance.

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14) How frequently respondents visit that store?

Frequency of visit
26%

20%
16%
14%
10%
7%
4% 3%

Daily Every 2-3 Once a Once a Once Once Once Once in 1-


days week Month every 1-2 every 3 every 6 2 weeks
month months months

FIGURE 16

Analysis and Observations:

From above figure it is observed that most of the respondents like to visit reliance fresh store on
the daily basis i.e. 26% because that store is more convenient to them and 20% respondent used
to visit that store once a week and very less respondents are those who visit that store every 3
month.

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15) How much respondents agree or disagree with some attributes regarding reliance store

Attributes
100
90
80 R1: I shop at this store because
70 it is a Reliance store
60
50
40 R2: I get the best quality and
30 genuine products at a Reliance
20
Store
10
0 R3: I get the best prices on
products at a Reliance Store

R4: I trust the Reliance brand


name

bar

FIGURE 17

Analysis and Observation:

From the above figure we can make out that most of the customers trusted the reliance brand, and
due to the brand name they trusted the product quality and freshness of the product.

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16) Had respondents purchased any product from online commerce in last 3 months?

Shop online
56%

44%

No Yes

FIGURE 18

Analysis and interpretation:

From above figure it is observed that about 56% respondents had purchased products online from
e-commerce i.e.flipkart/snapdeal/amazon etc. from last three month and 44% are those
respondents who had not bought anything from online website, maybe due to quality or price.

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17) Had respondents heard of E-commerce site of ajio.com?

Ajio.com
76%

24%

No Yes

FIGURE 19

Analysis and Observations:

From above figure it is clearly observed that about 76% respondent are not aware about the
Reliance online e-commerce site ajio.com.

There is only 24% respondents who are aware about the reliance e-commerce site.

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18) Had respondents purchased any product from Ajio.com in last 3 Months?

Shopped at Ajio.com

77%

23%

No Yes

FIGURE 20

Analysis and Observations:

From above graph it is observed that 77% respondents had not purchased any product from
reliance online site ajio.com, the reason behind that customers are not aware about that online site
of reliance.

There is only 23% respondents had buy products from ajio.com.

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Conclusion& Recommendation
Nobody will ring a bell and tell you to attention the facts that you are entering into such a
transition. It’s a gradual process. The characteristics of business begins to change. Only the
beginning and the ends are clear. So in this situation, how a business manage this transition
determine its future. Things if happen or something has changed, then business need to respond
on that.

An inflection point occurs when the old strategic picture devoted and gives way to new heights.
We need to navigate our business.

Where growing dissonance between corporate statement and operational action. That hints more
than normal chaos. Misalignment between what your company think it is doing and what is
actually happening inside the box of organization.

So, timing is everything, if you undertake these changes while your company is still healthy in
which you can experiment with new ways of doing business so that you can save much more of
your company’s strength , your employee and your strategic position.

When any business got into difficult situation what is most important that is our judgments. Your
judgment got you in tough position but it can also get you out. It’s just a question of training your
instinct to pick up different set of signals.

There happens to be a time to wake up and listen.

We need to find out the possibilities that what our business is doing can be done in some different
way. That different way we have to find.

It’s like we need a new paint on the business of same color but little shiny.

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BIBLIOGRAPHY

 www.ril.com
 www.wikipedia.com
 http://www.ibef.org/industry/retail-india.aspx
 https://www.facebook.com/RelianceTrends

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