A Project Report

On

“Understanding shopper behavior and evaluation of customer experience at

select stores of Reliance Retail”

Undertaken at

Submitted in partial fulfillment of the requirements for the award of Post

Graduation Diploma in Management

Submitted to

Balaji Institute of Modern Management (BIMM)

Submitted by: Ankita Jangde

(PGDM Marketing)

MM1719310

2017-2019
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 Declaration
I, Ankita Jangde, student of Balaji Institute of Modern Management (BIMM), Pune, hereby
declare that this project entitled “A report on understanding shopper behavior and
evaluation of customer experience at select stores of Reliance Retail” is a bonafide record of
work done by me during the course of summer internship project which was conducted from 2nd
May to 30th June 2018, under the supervision of Mr. Vimal patel in Raipur.

The work presented for assessment in this Summer Internship Report is prepared by me; it has
not previously been presented for another assessment to any other degree or diploma to any other
university or institute.

Ankita Jangde

MM1719310

Place: Raipur

Date: 30th June 2018

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CERTIFICATE/ LETTER OF AUTHORIZATION

3
 ACKNOWLEDGEMENTS

It is said that the most important single word is we rather than I. This is true even today’s modern
era. It is absolutely impossible for a single individual to complete the assigned job without help
& assistance from others.

I take this opportunity with greatest pleasure to thank all the people who have helped me through
the course of my journey towards completing this report. To begin with, i would like to express
gratitude to Balaji Institute of Modern Management for giving us the opportunity to work
with Reliance Retail for our summer training program. I owe a great debt to my organization
mentor, Mr. Vimal Patel, Chief Manager, marketing and Customer Service, Reliance Retail
Ltd for his guidance, help, and motivation. Apart from the subject of our research, I have learnt a
lot from him, which will be useful at different walks of our life.

I would like to convey my sincere thanks to Mrs. Archana Shrivastava (Director - BIMM) who
helped me and motivated me whenever required. Last but not the least I would like to thank my
institution and my faculty members, without whom this project wouldn’t have been a distant
reality.

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 TABLE OF CONTENTS

Sr. SUMMARY Page No

No.
1. Title of project 1
2. Certificate/Letter of authorization 3
3. Acknowledgements 4
4. Executive Summary 6
5. Contextual Background 7
 Industry Scenario
 Market Scenario
 Competitor Analysis
 Market Studied
 Company & Dept. Profile
 Role in Company

6. Research Problem 15
7. Objective(s) 16
8. Hypothesis 17
9. Literature Review 18
10. Research Methodology 20
 Research Type
 Sample Size
 Sampling Method
 Questionnaire / Interview Format
 Data Collection Method
11. Data analysis & Interpretation 22
 Using Excel or SPSS
12. Findings 30
13. Recommendations 31
14. Limitations 32
15. Future scope of study 33
16. Conclusion 34
17. References 35
18. Appendix 36

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 EXECUTIVE SUMMARY
This report focuses on “understanding shopper behavior And evaluation of customer experience
in Reliance Trends Raipur, Chhattisgarh.”

The main purpose of this survey was to connect with more people and know about their
experience & intension regarding reliance retail outlets. This survey was done to know the
customer feedback to not only identify problem areas but also to demonstrate to customer that
we care and are proactive in finding out ways to improve the service we provide.

The research methodology adopted for this study was descriptive. The primary data was
collected with the help of questionnaire. The sample size for Reliance Trends Store was 62. The
data was collected from the customers who were visiting Reliance Trends Outlet. The statistical
tools used for this project were MS Excel and SPSS.

From the study, we got to know about customer experience & their purchasing behavior and the
actual improvements which are to be made to improve service. We had to be present at store
every day and had to interact with customers and take their feedback in the prescribed format
which included dichotomous questions, multiple choice questions, scaling questions and open
ended questions.

Overall this report helped me in gaining an insight into operations of an organization as a whole
as well as how a company builds its brand and creates awareness among the new and existing
customers so that they became loyal and potential customers of the company. The overall
experience was an enriching one and helped me in gaining experience.

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 CONTEXTUAL BACKGROUND
(A). Industry Scenario

Introduction:
The Indian retail industry has emerged as one of the most dynamic and fast-paced industries due
to the entry of several new players. It accounts for over 10 per cent of the country’s Gross
Domestic Product (GDP) and around 8 per cent of the employment. India is the world’s fifth-
largest global destination in the retail space.

“Favorable demographics, increasing urbanization, nuclearisation of families, rising affluence

amid consumers, growing preference for branded products and higher aspirations are other
factors which will drive retail consumption in India,” said DS Rawat, Assocham Secretary
General.

Retail classification:

Retail industry can be broadly classified into two categories namely- organized and unorganized
retail.
• Organized retail - Organized traders/retailers, who are licensed for trading activities and
registered to pay taxes to the government.
• Unorganized retail – It consists of unauthorized small shops - conventional Kirana shops,
general stores, corner shops among various other small retail outlets - but remain as the radiating
force of Indian retail industry.

Market Size:

India’s retail market is expected to grow to US$ 1.1 trillion by 2020 from US$ 672 billion in
2017, driven by income growth, urbanization and attitudinal shifts. While the overall retail
market is expected to grow at 12 per cent per annum, modern trade would expand twice as fast at
20 per cent per annum and traditional trade at 10 per cent.
India’s Business to Business (B2B) e-commerce market is expected to reach US$ 700 billion by
2020.Online retail is expected to be at par with the physical stores in the next five years.

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India is expected to become the world’s fastest growing e-commerce market, driven by robust
investment in the sector and rapid increase in the number of internet users. Various agencies
have high expectations about growth of Indian e-commerce markets. Indian e-commerce sales
are expected to reach US$ 120 billion! by 2020 from US$ 30 billion in FY2016.Further, India's
e-commerce market is expected to reach US$ 220 billion in terms of gross merchandise value
(GMV) and 530 million shoppers by 2025, led by faster speeds on reliable telecom networks,
faster adoption of online services and better variety as well as convenience.
India’s direct selling industry is expected to reach a size of Rs 23,654 crore (US$ 3.54 billion) by
FY2019-20, as per a joint report by India Direct Selling Association (IDSA) and PHD.
Indian exports of locally made retail and lifestyle products grew at a compound annual growth
rate (CAGR) of 10 per cent from 2013 to 2016.
The size of modern retail in India is expected to double to Rs 171,800 crore (US$ 25.7 billion)
from Rs 87,100 crore (US$ 13 billion) in three years driven by omni-channel retail.
The size of modern retail in India is expected to double to Rs 171,800 crore (US$ 25.12 billion)
from Rs 87,100 crore (US$ 13 billion) in three years driven by omni-channel retail.

Investment Scenario:
The Indian retail trading has received Foreign Direct Investment (FDI) equity inflows totaling
US$ 1.14 billion during April 2000–December 2017, according to the Department of Industrial
Policies and Promotion (DIPP).
With the rising need for consumer goods in different sectors including consumer electronics and
home appliances, many companies have invested in the Indian retail space in the past few
months.
 Reliance Retail is entering wholesaling of fashion and lifestyle products through both
offline and online channels.
 With 2017 being a successful year for herbal-ayurvedic brands, new Indian organic labels
in hair care, cosmetics, food and apparel are belting up to carve an organic niche in the
growing herbal segment .

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  India’s retail sector attracted Rs 9.5 billion (US$ 147.40 million) investments in FY18, at
a growth rate of 35 per cent year-on-year from Rs 7 billion (US$ 104.34 million) in
FY17.

Government Initiatives:
The Government of India has taken various initiatives to improve the retail industry in India.
Some of them are listed below:

 Government of India has allowed 100 per cent Foreign Direct Investment (FDI) in online
retail of goods and services through the automatic route, thereby providing clarity on the
existing businesses of e-commerce companies operating in India.

(B)Market Scenario

While organized retail, primarily brick & mortar, has been in India for more than two decades
now, its contribution to total retail is still low at 9% (US$60 billion) as of 2017, a modest
increase from around 7% in 2012.

Category-wise penetration in organized retail:

Footwear has the highest share in terms of penetration achieved by organized retail at 40%.

Food and grocery is the least penetrated with 3% organized share.

Apparel & accessories reflect a penetration of 22%.

Jewellery reflects a penetration of 27%.

CDIT reflect a penetration of 25%..

F&G and general merchandise category, currently at 3% penetration, is projected to drive the
growth of the share of organized retail within the total retail market over the next few years.

Modern convenience stores comprise nearly half of the organized B&M market with
hypermarkets taking 9% and supermarkets the rest of the 44% in terms of store count. With
growing consumption in Tier I & Tier II cities and easy availability of retail space in these cities,

9
the growth of organized formats will be focused around these clusters. The availability of retail
area, growing consumption and format rationalization will be instrumental in the growth of
hypermarkets and supermarkets. It is projected that the share of these formats will rise from
47% in 2016 to 51% by 2020.

(C). Competitor Analysis

Reliance Retail has expanded its presence in various categories including footwear, apparel, food
and grocery etc. Major competitors of Reliance Retail in each category are as follows:

1). Footwear: Footprint launched its first store in late 2007. Its major competitors are Bata
India Ltd., Mochi.

2). Fashion and lifestyle: The company launched its first store in October 2007. Since then, it
has opened more than 300 across India. Its major competitors are Pantaloons, Max Fashion,
Trent Westside.

3). Consumer Electronics: Launched in the year 2007, Digital now has around 1,900 stores
across India. Its key competitor is Tata Group’s Croma Retail which currently has 110 stores.

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4). Food and Grocery: Launched in the year 2006, Reliance Fresh now has around 465 stores
across India. It’s competing with players like ABRL’s More stores, Spencer’s Retail.

5). Hypermarket: Reliance Smart currently has around 100 stores and is competing with Big
Bazaar, Star Bazaar, D-Mart.

6).Jewels: With its first store opening in 2007, Reliance Jewels today extends its reach to 68
stores across India. Its competitors are Tanishq, Gitanjali, TBZ.

7). Cash and Carry format: Reliance Retail opened the first Reliance Market in 2011 and since
then Reliance Market has grown rapidly with 43 stores serving over 2.5 million member
partners.

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(D). Market studied
The market of Raipur, Chhattisgarh is fast evolving with the growth dynamics. It has following
number of stores of Reliance Retail:

Reliance Digital: Digital format has four departments namely Productivity, Entertainment,
Home appliance and Enhancement. Out of all these, Productivity (laptops, wireless phones)
generates 75% of store’s revenue. Reliance offers product along with resQ. resQ is the service
arm of Reliance Digital / Digital Xpress and Digital Xpress mini stores, which caters to
customers for after sales service. resQ is India's first Multi product, Multi brand, Multi-location
service facility which offers service 365 days a year. Currently, there are 2 stores in Raipur.

Reliance Trends: Trends has three departments namely men’s wear, Women’s wear and kids
wear. On weekdays, it averages footfalls of 600-700 with conversion rate of 24-25%. On the
contrary, on weekends, although the footfalls are as high as 1000-2000 but the conversion rate is
only around 19%. There are various customer touch points such as entry, trial rooms, cash
counters, Customer Service Desk(CSD). `The store is currently of Regular format and soon it is
going to be upgraded to Fitch format. The store’s performance is measured through various Key
Performance Indicators (KPI) namely sales, conversion, Average Ticket Size(ATS), Item Per
Cash Memo(IPCM) etc.

Reliance Footprints: Footprints has three departments namely men’s wear, Women’s wear and
kids wear. Apart from this, it also has bags, belts, handbags etc. It has average footfalls of 200 on
weekdays as compared to 500-600 footfalls on weekends. Footfalls are affected majorly due to
the presence of competitors like Mochi, Skechers. The conversion rate averages between 15 to
16%. Average monthly sale is of Rs. 25 Lacs. Sales are comparatively less on weekdays (Rs.
60,000-Rs. 65,000) as compared to on weekends (Rs. 3 Lacs).

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Jio stores: There are 6 Jio stores in Raipur, Chhattisgarh. Jio stores exhibits a unique trend,
unlike other formats. The footfalls on weekends (40-50) are quite less a compared to weekdays
(200-250). The average monthly sale of the store is Rs.8, 00,000. There are two types of sim
categorized by color:

a) Red sim: For MP-CG circle

b) Green sim: For Other circles

(E). Company Profile

Reliance Retail Ltd. is a subsidiary company of Reliance Industries Limited. Founded in 2006
and based in Mumbai, it is the largest retailer in India in terms of revenue. Reliance Retail
Ventures Limited is the holding company of Reliance Retail Limited which operates the retail
business.

Reliance Retail reported a turnover of Rs. 69, 195 crore for the FY 2017-18. As on 31st March,
2018, it operates 7, 753 stores across 4, 400+ cities with a retail area of over 17.70 million sq. ft.

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.

Reliance Retail offers products in following categories:

a). Value format: reliance Fresh, Reliance Smart

b). CDIT: Reliance Digital, Jio stores

c). Fashion and Lifestyle: Reliance Trends, Reliance Footprints, AJIO, Project EVE

d). Jewellery: Reliance Jewels

e). cash and Carry store: Reliance Market

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f). Petro-retail: Reliance Petrol Pump

Reliance Retail has a portfolio of over 40 international brands that spans across luxury, high-
premium and high-street lifestyle. It operates over 424 stores for these international brands like
Diesel, Gas, Marks & Spencer’s, Steve Madden, Superdry etc.

Reliance Retail has in-house brands like Performax, Teamspirit, DNMX, Avassa, Fig etc.

(F). Role in the company

As an intern, I was assigned the role of understanding shopper behavior and customer
experience.

For this purpose, I was supposed to interact with the customers and interview them with the help
of structured questionnaire.

After getting the findings I was asked to implement some changes according to the findings and
then following up with the new implementations.

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 RESEARCH PROBLEM

With fast changing economics and increase in disposable income, a shift in the perception of
customers is observed. They prefer to spend on branded and luxury items. Besides, with the
presence of competitors in the market, the footfalls and conversion are affected. This Project
is aimed at understanding various parameters pertaining to customer experience and the
service offered across Reliance Retail formats and to define a holistic Reliance Retail
customer experience. Understanding this parameters and implementing on it would lead to
increase in satisfaction of the customers and it will ultimately lead to boost in the sales.

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 OBJECTIVE(S)
Primary objective:

To understand shopper behavior and customer experience (at Reliance Trends in Raipur city).

Secondary objectives:

1). To determine factors that influence customers’ perception towards Reliance Trends.

2). To test association between customers’ first visit and their overall shopping experience.

3). To determine overall satisfaction of customers with the store.

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 HYPOTHESIS

HYPOTHESIS: 1

Ho: There is no significant impact of factors influencing customer buying behaviour on their
satisfaction with respect to Reliance Trends.

H1: There is significant impact of factors influencing customer buying behaviour on their
satisfaction with respect to Reliance Trends.

HYPOTHESIS: 2

H0: There is no association between customer’s first visit at the store and basis their overall
experience they will shop again at this store.

H1: There is an association between customer’s first visit at the store and basis their overall
experience they will shop again at this store.

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 LITERATURE REVIEW
Parikh (2006) said that “As organized retailing develops in India, retail stores in India will have
to improve the quality of their services significantly in order to compete successfully in the
global marketplace. It is, therefore very important to know how customers evaluate service
quality and what can be done to measure and improve it”.

William & Prabakar (2012) concluded that “The customer perception of retail service quality is
an important segment to the emerging and the existing retailers in the market as the study
reveals that perception of service quality influenced by the various nature with various customers
even some of the general factors like Personal interaction, physical aspects are the dimensions on
the customer perception remains constant and common to all the customer on a majority basis so
the retail outlets have to frame their own strategies In order to attract the customers on a longer
basis”

Kumar.R & Barani (2012) said that “service quality has long been accepted as the most basic
Marketing tool for retailers to differentiate their retail offers, create competitive advantage and to
enhance the customers‟ shopping experience. Nonetheless, maintaining excellent service quality
within the stores is no simple task”

Hekman David R., Aquino Karl, Owens Bradley P., Mitchell Terence R. & Leavitt Pauline
Schilpzand Keith (2010), In this research, researcher have found the result that, customer
satisfaction surveys have become a common source of performance feedback for employees and
organizations. Researchers had given some new aspects that customer satisfaction was primary
factor for the companies this time for strategic decision making and to find some factors for
compensation of employees. Customer satisfaction in most of cases were gender biased they had
found because this mainly attach with the behavior of people and performance which is always
related to gender wise.

B. Kamaladevi (2010), they have found the survival of fittest & fastest is the mantra of today’s
business game. To compete successfully in this business era, the retailer must focus on the

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customer’s buying experience. To manage a customer’s experience, retailers should understand
what “customer experience” actually means. Finally; in conclusion there are some fundamental
points: Customer Experience Management is not simply an old idea in a new wrapper. The result
was that there are now more services and products available than at any time in the past, yet
customer satisfaction are on a downward slide.

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 RESEARCH METHODOLOGY/DESIGN
Research type: Descriptive Research

Descriptive research is to describe something- usually market characteristics such as consumers,

sales people, and organization or market areas.

Sample size: 62

Sampling method: Convenience Sampling

A non-probability sampling technique that attempts to obtain a sample of convenient elements.

The selection of sampling units is left primarily to the interviewer.

Questionnaire Format: A structured questionnaire, multiple choice, scaling and dichotomous

question used.

 Scaling question:
How satisfied are you with your shopping experience at this store?
(1 being very dissatisfied and 5 being very satisfied)

1 2 3 4 5

 Dichotomous question:
When you left home today, did you specifically plan to come to this store?

o Yes
o No

Data collection method: Survey

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A structured questionnaire given to a population sample and designed to elicit specific
information from respondents.

Data:

Primary data: The primary or the first hand data was collected with the help of handing out the
questionnaire to the customers as well interviewing the customers.

Secondary data: The major source of secondary or supporting data was internet, library, books
and journals. These were the sources of information.

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 DATA ANALYSIS
1). Gender

Gender

28, 45%
34, 55% Male
Female

Sample size: 62

Interpretation:

From the above chart, it is clear that out of 62 respondents, 45% are males and 55% are females.
It is clear that number of females entering the store is more as compared to males.

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2). Classification by age group

Age Group
3, 5%

8, 13%
16 - 25 years
14, 22% 26 - 35 years
37, 60%
36 - 45 years
46 - 60 years

Sample size: 62

Interpretation:

From the collected data, it is clearly observed that majority of respondents entering the store
belong to the age group 16 – 25 years i.e. 60% followed by age group 26 – 35 years i.e. 22%.
Only 5% of respondents entering the store belong to the age group 46 – 60 years.

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3). Frequency of visit

Frequency of visit
16
33%
14 30%

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Frequency

10
19%
8
14
6 12% 13

4 8
5%
2 2% 5
0% 0% 2 0%
0 1
0 0 0
Daily Every 2 - Once a Once in Once a Once Once Once Once a
3 days week 1-2 month every 1 - every 3 every 6 year
weeks 2 months months months

Interpretation:

It is clearly observed that majority of respondents visit the store once in every 3 months i.e. 33%.
30% of respondents visit the store once in every 1 – 2 months and 19% of respondents visit the
store once in every 6 months.

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4). To determine factors that influence customers’ perception towards Reliance Trends.

Regression Analysis

Ho: There is no significant impact of factors influencing customer buying behaviour on their
satisfaction with respect to Reliance Trends.

H1: There is significant impact of factors influencing customer buying behaviour on their
satisfaction with respect to Reliance Trends.

Model Summaryb
Model R R Adjusted R Std. Error of the Change Statistics
Square Square Estimate R Square F df1 df2 Sig. F
Change Change Change
1 .580a .336 .190 .57509 .336 2.304 11 50 .023

Interpretation:

From the above table, we observe that R square value is 0.336 i.e. 33.6% of variance in the
independent variable i.e. overall satisfaction of the respondents is explained by the dependent
variable.

ANOVAa
Model Sum of Squares df Mean Square F Sig.
Regression 8.383 11 .762 2.304 .023b
1 Residual 16.537 50 .331
Total 24.919 61
a. Dependent Variable: Satisfaction

Interpretation:

From the above table, significance value is 0.023 i.e. less than 0.05. Therefore, we reject the null
hypothesis and accept the alternate hypothesis i.e. there is significant impact of factors
influencing customer buying behaviour on their satisfaction with respect to Reliance Trends.

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 Coefficientsa
Model Unstandardized Coefficients Standardized t Sig.
Coefficients
B Std. Error Beta
(Constant) 5.735 4.645 1.235 .223
Availability of
-.224 .407 -.096 -.551 .584
products
Variety and
range of .212 .225 .132 .944 .350
products
Prices of
.309 .155 .268 1.991 .052
products
Store staff
-.040 .205 -.032 -.195 .846
interaction
Time taken
.016 .101 .022 .158 .875
for billing
Space for
movement
-.973 .941 -.193 -1.034 .306
inside the
1 store
Promotions,
offers and
.044 .099 .057 .443 .660
discount
schemes
Product
.655 .227 .393 2.888 .006
quality
Availability of
latest
-.734 .654 -.342 -1.123 .267
trends/fashio
n products
Availability of
.314 .247 .260 1.273 .209
size options
Availability of
popular .251 .569 .151 .441 .661
brands
a. Dependent Variable: Satisfaction

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Interpretation:

From the above table, we observe that the significance value of the attribute “Product quality” is
0.006 i.e. less than 0.05 followed by the attribute “Prices of the product” with a significance
value of 0.052. The significance value of all other attributes is more than 0.05. Therefore, we can
say that the overall satisfaction of respondents is derived majorly from the attribute “Product
quality”.

5). To test the association between customers’ first visit and their overall shopping
experience.

H0: There is no association between customer’s first visit at the store and basis their overall
experience they will shop again at this store.

H1: There is an association between customer’s first visit at the store and basis their overall
experience they will shop again at this store.

Cross Tabulation

Case Processing Summary

Cases
Valid Missing Total
N Percent N Percent N Percent
Store_visit *
62 100.0% 0 0.0% 62 100.0%
Expe

Symmetric Measures
Value Asymp. Std. Approx. Approx.
Errora Tb Sig.
Nominal by Phi -.275 .031
Nominal Cramer's V .275 .031

N of Valid Cases 62

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Interpretation:
From the above table, we observe that significance value is 0.031 i.e. less than 0.05, we
reject the null hypothesis. Hence, we conclude that there is enough evidence to suggest
an association between customers’ first visit at the store and on the basis of their overall
experience they will shop again at this store.

Store_visit * Expe Crosstabulation

Expe Total
Yes May be
Count 17 2 19
Yes Expected
18.4 .6 19.0
Store_visi Count
t Count 43 0 43
No Expected
41.6 1.4 43.0
Count
Count 60 2 62
Total Expected
60.0 2.0 62.0
Count

Interpretation:

From the above table, we can say that 17 out of 19 i.e. 89.47% respondents who are visiting the
store for the first time and 100% respondents who have shopped before have good shopping
experience and would come to store again.

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6). To determine overall satisfaction of customers with the store.

Customer Satisfaction Index

45 42
40
35
Frequency

30
25
20
15
15
10
5
0
Somewhat satisfied Very satisfied
Frequency 15 42

CSAT (Customer Satisfaction Score):

Total number of satisfied customers

CSAT = × 100
Total Responses

15+42
CSAT = × 100
62

CSAT = 91.93%

Interpretation:

CSAT score is 91.93% i.e. 91.93% respondents are satisfied with the store

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 FINDINGS
1). From the demographic profile of the respondents, it is observed that 55% of the respondents
identified themselves as female and 45% as male. 60% of the respondents entering the store
belonged to the age group 16 – 25 years. Majority of the respondents i.e. 33% visit the store once
in every 3 months.

2). Based on Regression Analysis results, respondents indicated that they perceive product
quality (α = 0.006) as the most influential factor followed by prices of the products (α = 0.052).
The least influential factor was time taken for billing (α = 0.875).

3). Based on cross-tabulation, it is clear that 89.47% respondents who are visiting the store for
the first time and 100% of respondents who have shopped before have good shopping experience
and store again.

4). Based on CSAT score, 91.93% respondents were overall satisfied with the store.

5). From observation, it was evident that there was no seating arrangement for the customers and
the announcements were also not very clear.

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 RECOMMENDATIONS
1). Results also suggest that the store staff interaction needs more attention. The store staff
should be given training on how to interact with the customers and assist them in choosing the
right products for them.
2). Shopping sometimes may take time. Proper seating arrangements should be made for the
customers so that people who accompany the shopper do not have to suffer standing for long.
Benches could be installed in each section.
3). The announcements could be made more clearly so that customers could hear it properly.

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 LIMITATIONS

1).The survey was limited to few regions in Raipur due to limitation of the time.

2).Mood of the respondents that was experienced during study that would have influenced their
responses. Normally all customers seemed to be in a hurry because of their busy schedule and
questionnaire also would have influenced their response.
3). Due to limited sample size, findings may not be realistic.

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 FUTURE SCOPE OF THE STUDY
The scope of the Indian retail market is immense for this sector is poised for growth in the
coming years and hence is highly desirable for conducting the research. With changing consumer
behavior, their preference for luxury commodities and changing lifestyle, this sector poses an
immense scope for further research. Identifying customer satisfaction and customer perception
are very important to develop this sector pan India. Further research should be carried out in
order to enhance the understanding of customer perception and customer satisfaction. Moreover
a similar study could be conducted with a larger sample size so that results could be
comprehensive to a large population to measure the levels of customer perception.

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 CONCLUSIONS
This study concludes that product quality is the most important factor that influences the
perception of the customers towards Reliance Trends. So, the store should maintain that quality
and look for ways to improve it further.
Store staff interaction can greatly affect the overall shopping experience of the customers. The
store should provide training to the store staff so that the customers have better shopping
experience at the store.

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 REFERENCES
Internet references:
1). https://www.ibef.org/
2). https://relianceretail.com/
3). https://www.statista.com/
4). https://www.reliancetrends.com/

Textbooks:

Marketing research text book – Naresh K Malhotra

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 APPENDIX
Questionnaire:
1. Gender-
o Male
o Female
2. For the purpose of classification please tell me which age group you fall under?
o Less than 16 years
o 16 - 25 years
o 26 - 35 years
o 36 - 45 years
o 46 - 60 years
o More than 60 years
3. Is today's visit your first visit to this store?
o First visit
o I (we) have visited/shopped at this store
4. Have you come alone or in a group?
o Alone
o In a group
5. When you left home today, did you specifically plan to come this store?
o Yes
o No
6. Did you have any specific list/items before coming to this store?
o Yes
o No
7. Were you able to buy everything you had come to buy at this store?
o Yes, I bought everything which I wanted
o Yes, I bought some of the things which I wanted to buy
o No, I didn't buy anything today

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 8. How satisfied are you with the following attributes? (1 being very dissatisfied and 5
being very satisfied)
1 2 3 4 5

1. Availability of products

2. Variety and range of products

3. Prices of products

4. Store staff interaction

5. Time taken for billing

6. Space for movement inside the store

7. Promotions, offers and discount schemes

8. Product Quality

9. Availability of latest trends/fashion products

10. Availability of size options

11. Availability of popular brands

9. How far is the store from your house?

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

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10. How frequently do you shop from/visit this store?
o Daily
o Every 2-3 days
o Once a week
o Once in 1-2 weeks
o Once a month
o Once every 1-2 months
o Once every 3 months
o Once every 6 months
o Once a year
11. How satisfied are you with your shopping experience at this store?
o Very dissatisfied
o Somewhat dissatisfied
o Neither satisfied nor dissatisfied
o Somewhat satisfied
o Very satisfied
12. Based on your overall shopping experience, will you shop again at this store?
o Yes
o Maybe
o No
13. Would you recommend this store to your family/friends/neighbors?
o Yes
o Maybe
o No
14. Describe your overall experience at the store in one word.
...........................

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