PROJECT REPORT

ON

“A Comprehensive Study of Customer Satisfaction of Reliance Fresh”

Submitted In Partial Fulfilment of the Requirements of B. Com.

In
“BUSINESS RESEARCH METHODS & PROJECT WORK”
By
N. OM PRASAD CHOUDHURY
ROLL NO. - BC17-161
EXAM ROLL NO. -011703CM206
B. Com. Final Year (2017-20)
Under Guidance of
Smt. Anita Patro
(Head of Dept. Of Commerce)
Submitted to PG Dept. Of Commerce

KHALLIKOTE AUTONOMOUS COLLEGE

1
 BERHAMPUR (GANJAM)

CERTIFICATE

This is certifying that N. Om Prasad Choudhury, a student of B.

Com. Final year in Khallikote Autonomous College, Berhampur,
bearing exam Roll NO.-011703CM206, has worked a project on “A
Comprehensive Study Of Customer Satisfaction of Reliance
Fresh” under the guidance and supervision. This project report has
the requisite standard and to best of my knowledge no part of it has
been reproduce from any other project, monograph, report or book.

2
 DECLARATION

I hereby declare that this project work entitled “ A Comprehensive

Study of Customer Satisfaction of Reliance Fresh ” is my work, carried out
under the guidance of my faculty guide Mrs. Anita Patro. This
project report is being submitted by me alone, at Khallikote
Autonomous College, Berhampur for the course B.Com. {Hons.}.
This report neither full nor in part has ever been submitted for
award of any other degree of either this college/university or any
other college/university.

Place: Berhampur (N. Om prasad choudhury)

Date: ROLL NO.-011703CM206
B. Com Final Year

3
 ACKNOWLEDGEMENT

I would like to express my gratitude to all those

who gave me the possibilities to complete this project. I
would like to think MRS ANITA PATRO, Head Of
Department Of Commerce of Khallikote College,
Berhampur who has provided such an opportunity and
motivation to gain knowledge through this type of
project, this will help me a lot in my career.
Secondly, I would like to bestow my gratitude to the
Khallikote Autonomous college, which provides me such
opportunity to undertake the project report on “A
Comprehensive Study of Customer Satisfaction of Reliance Fresh” for
knowing the valuable knowledge of company position
and performance for preparing project like library.
I am thankful to my other faculty members
my friends who gave their full-fledged co-operation for
successful completion of my project.

(N. Om Prasad Choudhury)

ROLL NO.-
011703CM206
B.
Com Final Year

4
5
 Sr. No. Particulars Page No.
Chapter 1. Executive Summary 1
 Company Profile
 ABOUT

Chapter 2. Profile of Retail Industry 4

Chapter 3. Company Profile 22

Chapter 4. Project 33

Bibliography

6
 CHAPTER-1

EXECUTIVE SUMMARY

Retail Sector is the most booming sector in the Indian economy.

Some economists say that Retailing is one of the pillars of the economy
in India. Some of the biggest players of the world are going to enter into
the industry soon. It is on the threshold of a big revolution after the IT
sector. Although organized retail market is not as strong as of now, but it
is expected to grow manifolds by the year 2019. The project depict the
main drivers of the retail revolution and how this revolution changes the
buying behaviour of the customer, increase in disposable income of the
middle class, infrastructure development and changing customer choice.
Organized Retailing was introduced in the last decade and has emerged
as one of the sunrise industries in India. The present study has been
undertaken with the prime objective to determine the factors influencing
customer’s buying behaviour while purchasing food commodities from
Reliance Fresh. It also focuses on finding out the current status of
Reliance Fresh and determines where it stands in the current market.
People mostly come to organized retail as they get quality products at
affordable prices at more discounts/ offer under one roof. It is also
clearly known that organized retail stores sell their goods at a discounted
price as compared to the market. Even it provides good service and
ambience to its customers who encourage them to visit and shop more
and more times. The project involves main aspects namely industry
profile, company profile, project topic overview, research methodology
and analysis part. In the methodology part, detailed discussion is made
on objectives, research design, data collection method and sampling
design.

7
8
 COMPANY PROFILE

"Growth has no limit at Reliance. I keep revising my vision only

when you can dream it, you can do it."

- Dhirubhai H. Ambani

Founder Chairman Reliance Group

(December 28, 1932 - July 6, 2002)

1.1 INRODUCTION:

The Reliance Group, founded by Dhirubhai H. Ambani (1932-

2002), is India's largest private sector enterprise, with businesses in the
energy and materials value chain. Group's annual revenues are in excess
of US$ 25 billion. The flagship company, Reliance Industries Limited, is a
Fortune Global 500 company and is the India’s largest private sector company.

Backward vertical integration has been the cornerstone of the

evolution and growth of Reliance. Starting with textiles in the late
seventies, Reliance pursued a strategy of backward vertical integration -
in polyester, fibber intermediates, plastics, petrochemicals, petroleum

9
Refining and oil and gas exploration and production - to be fully
integrated along the materials and energy value chain. The Group's
activities span exploration and production of oil and gas, petroleum
refining and marketing, petrochemicals (polyester, fibber intermediates,
plastics and chemicals), textiles and retail.

Reliance enjoys global leadership in its businesses, being the largest

polyester yarn and fibber producer in the world and among the top five
to ten producers in the world in major petrochemical products. The
Group exports products in excess of US$ 15 billion to more than 100
countries in the world. There are more than 25,000 employees on the
rolls of Group Companies. Major Group Companies are Reliance
Industries Limited (including main subsidiaries Reliance Petroleum
Limited and Reliance Retail limited), Indian Petrochemicals Corporation
Limited and Reliance Industrial Infrastructure Limited.

1.2 ABOUT RELIANCE FRESH

Reliance Fresh, a convenience store,
Is the retail chain division of Reliance
Industries of India, which is headed by
Mukesh Ambani. Reliance has entered into
this segment by opening new retail stores
into almost every metropolitan and regional
area of India.

“The store is for everyone. Prices are affordable for everyone”

Reliance Industries Ltd president and chief executive (foods business)
Bijou Kurien told reporters after unveiling the Reliance Fresh brand.
They selected the cream crowd from pioneers in organized retailers to
head the organization. With such a strong foothold, they ventured and
their cash counters clicked Rs 3.5 to Rs 6.5 lakhs per day and some
10
outlets at prime locations are averaging Rs 5 lakhs per day. Today they
are spread throughout the country, like, Bangalore, Chennai, New
Delhi, Gurgaon, Faridabad, Hyderabad, Jaipur, Mumbai, Madurai,
Cochin, Trichur, Calicut, Chandigarh, and Ludhiana. Reliance Fresh
stores, ranging from 2,000 to 5,000 sq feet, provide customers with a
variety of fresh fruits, vegetables, staple foods, fast moving consumer
goods and other products in a world-class ambience. The stores are
already selling over 1,000 tonnes of fresh produce daily and also 250
categories of commodities. They aggressively partnered farmers by
following a farm-to-folk strategy to ensure fresh fruits and vegetables at
affordable prices. The company procures the produce directly from the
farmers, seeking to reduce the 40% wastage that occurs through the
traditional supply chain.

Besides, the stores provide direct employment to 5 lakhs young

Indians and indirect job opportunities to a million people, according to
the company. The company also has plans to train students and
housewives in customer care and quality services for part-time jobs.

11
1.3 Reliance Fresh – Vision, Mission & Objectives

Vision:

Vision to generate inclusive growth and prosperity for

farmers, vendor partners, small shopkeepers and
consumers, Reliance Fresh, a subsidiary of RIL, was set up
to lead Reliance Groups foray into organized retail. Since
its inception in 2006, Reliance Fresh has grown into an
organization that caters to millions of customers,
thousands of farmers and vendors. Based on its core
growth strategy of backward integration, Reliance fresh has
made rapid progress towards building an entire value chain
starting from the farmers to the end consumers.

Mission:
Its mission is to delight the customers every visit. Reliance
fresh will continue to provide unprecedented value to
customers across all its formats and stores. Its mission is
to grow through value creation.

Objectives:

 To get a sense of how well the company is serving

customers.
 Offer our customers the widest range of fruit and
vegetables at the best prices in the neighbourhood.
 Offer consistent high quality, unbeatable freshness and
great service so that our Customers know that we can be
trusted every day.
12
 To utilize customer feedback and provide the company
with the tools That is customized to measure and meet
the specific customer perceptions And needs.
 The chief objective of Reliance Fresh stores is to provide
customers first-rate household products at affordable
rates.
 At the same time, the company spares no effort to
safeguard the interest of the farmers and
manufacturers.
 The producers get a chance to sell their products directly
to the merchandiser, and that too at the best price.
History of Reliance Fresh

 The Reliance Retail had to face various difficulties before

the launch of Reliance fresh, because of the various
circumstances prevailing in Orissa, West Bengal and UP,
along with the news focusing on the dearth of vegetables
and fruits stocks. The retail business of Reliance then
minimized its exposure in vegetable and fruit business,
as a result established Reliance fresh positioning a pure
super market play focusing on various categories like IT,
consumer durables, home, FMCG and food.
 The retail company of Reliance may not supply the
vegetables and fruits in a few states, the Reliance Fresh
decided to not to race with local wholesalers partly
because of the political reasons as well as its
incapability to maintain a healthy supply chain.

13
 There were three basic reasons for Reliance Industries
Limited (RIL) choosing foods and vegetables for entering
into retailing.

 Firstly, it wanted to go after the very core of the great

Indian retail Opportunity. Food accounted for over two-
thirds of the $200 billion Indian Retail market and yet, it
had seen hardly any penetration by modern retail so far.

 Second, its aim was to build a high-profitability business
and food was perhaps the best place to start.

 Third, the grossly inefficient food supply chain provided
a well resourced and well managed organization like RIL
with an opportunity to think of amending the flaws
which would also make business sense. In the
traditional supply chain in India, there were several
intermediaries, who added their respective profit margin
to the cost. Besides, there was huge wastage in transit.
This offered potential for savings and profit sand
Reliance Fresh was a Step in that direction. Reliance
fresh was founded on 30th October 2006 having its head
quarter in Mumbai.
Growth of Reliance Fresh
The first ever a Reliance Fresh store was
established in Hyderabad, wherein the company, mainly
focused on the fresh produced vegetables and fruits at
comparatively low price along with an introduction of farm
to fork theory. This was the idea, which was anticipated by
the company was to take the supply direct from the farmers

14
and then sell straightaway to the consumers removing the
middle-men off the beaten track.

With an idea to produce inclusive prosperity and

growth for farmers, consumers, small shopkeepers and
vendor partners, Reliance Retail was set up in order to lead
the foray of Reliance Group into an organized retail.
Product Range:
 Vegetables and Fruits: This is the specialty of the
store as they provide fresh fruits and vegetables and a
lower rate than the market price.
 Household items: In the store one will get all the
household items required sometimes they maybe of a
slight higher price but reliance fresh assure quality of
these items.
 Food and Beverages: In this area of product line
reliance fresh stocks all the premium brand of food,
and beverages it also sells its own brand of food and
beverages in their stores and also supplies their
private label to other retail stores.
 Groceries: In this sector reliance fresh is promoting
its private label as they are promoting their own
brand and they do the packaging of the product and
then labels it privately and then sells it at a premium
as compared to the loose items.
 Dairy products: The dairy products in some location
are procured from the farmers themselves and at
some places it is procured by the manufacturer. One
can get variety of dairy products in these stores.

15
  Refrigerated products: This product line is
dominated by the brands available in the market and
very less private labelling is done.
 Non- Food items: Here we get many petty non food
items at a premium than market price.

Financial Position of Reliance Retail

Reliance had a turnover of Rs. 10,800 cores in the

financial year 2012-13. Approximately 56% of this
revenue came from its ‘value and other’ segment
that operates grocery chains like the Reliance Fresh,
Reliance Super and Reliance Hyper. Reliance Retail
has announced revenues of Rs. 3,474 core for the
first quarter of 2013, showing 53% jump from 2012.
The company also reported operating profit of Rs. 70
core for the same quarter.

16
 CHAPTER-2
2.1 Title of the Project:

“A Comprehensive Study of Customer Satisfaction of Reliance

Fresh”

17
2.2 Objectives of the study:
 To analyze the socioeconomic profile of
Organized retail customers purchasing
commodities from Reliance Fresh.
 To study the Factors influencing the preference
of organized retail outlet.
 To analyze the overall performance of the
Reliance Fresh on chosen parameters.
 To make recommendations to improve the
competitive position of the Reliance Fresh.

2.3 Scope of the study

The study is completely focused upon the objectives. The

result obtained from the objectives will be helpful to the
organization in knowing the different opinions of the
customers about the company’s products and services. The
study will also be helpful for the company to take steps for
solving the issues related with problems in the service
offered. In addition, this will be useful in finding out the
valid steps to trigger the sales. Lastly, the study will also
be a corner stone for improving ideas to bring up positive
results in customer satisfaction.
2.4 Research Methodology:-

Research in common parlance refers to a search for

knowledge. One can also define research as a scientific
and systematic search for pertinent information on a
specific topic. In fact, research is an art of scientific
investigation. Research is an academic activity and as
such the term should be use in technical sense. According
to Clifford Woody research comprises defining and

18
redefining problems. Formulating hypothesis and
suggested solutions, collecting, organizing and evaluating
data, making deduction and reaching conclusion, and at
last carefully testing the conclusions to determine whether
they fit the formulating hypothesis.

2.5 Sampling Technique:

Sample Unit:

Retail Consumer.

Sampling Size:

150 Retail Consumers

Sampling Method:

Non Probability- Convenience Sampling method

Sample Design:

Type of Consumer No. of Consumer

Retail 150

Total 150

2.6Data Analysis Technique:

Simple tools of analysis like mean, Percentage, Frequency

and Analysis have been used to analyze data.

No. of Respondents

19
 Percentage = x 100

Total Respondent

2.7 Sources of Information:-

Secondary Information:

The secondary source of data provided insight to

understand and define the nature of the problem.
secondary data was collected through various sources like
Company Website, Magazines, Internet source, Store
leaflet Government Publication Reports. Various reports
and articles from the internet provided the information
regarding the behaviour of retail consumers.

2.8 Limitations of the study:

Certain Limitations do creep in a research study

due to constraints of the time, money and human efforts,
the present study is also not free from certain limitation,
which were unavoidable.

 

20
21
 Chapter- 3

3.1 Data Analysis and Interpretation:

Research in retail is very important, as customer preferences and

choices are dynamic and change frequently, the retail company needs to
understand these before redesigning its processes for enhancing business
and many more. Since customer interaction takes place at the store and
nearby store, there is a big opportunity to gather first-hand information
and feedback from customers through research and survey.

I have collected the data of reliance fresh which is a survey

report of a person that around 150 respondents are received who come to
visit the reliance fresh stores .The customers gave the information
regarding their preference to retail outlet, factor consider on purchasing
groceries, fruit and vegetables and their consumption pattern in reliance
fresh.

All the analysis and its interpretation are

discussed below. Each of the analysis is done as per the information
obtained from the customers and a serious interpretation has been done
to best of my effort.

The major objectives of analysis of the data are:

 To evaluate and enhance data quality.

 Describe the study population and its relationship.

 Examine effects of other relevant factors.


Seek further insight into the relationship observed or not
observed.

Evaluate factors impact and importance.

22
1- Objective

To analyze the Socioeconomic Profile of Organized Retail

Consumers Purchasing Commodities From Reliance Fresh

3.1.1 Target Customers- Gender Wise:-

Table No. 3. 1 .1 Gender of target Customer n= 150

Gender of Respondents

Gender No. of Respondents % of Respondents

Male 44 29.3

Female 106 70.7

Total 150 100

Figure. No. 3.1.1 Gender of target Customer n= 150

Gender
70.6

29.3

Female Male

Interpretation:

23
 From the above chart, out of 150 respondents who visit Reliance Fresh
the larger column is occupied by the respondents who are Male that is

24
70.6% while 29.3% are Female. By this we can say that due to dual
incomes, even the male are participating in the household work.

3.1.2 Target Consumers - Age Wise:-

Table No. 3.1.2 Age group of Customers: (n=150)

Age group of Respondents

Age group No. of Respondents % of Respondents

18-25 9 6

26-40 48 32

41-50 53 35.5

Above 50 40 26.7

Total 150 100

Figure. No. 3.1.2 Age group of Customers: (n=150)

Age Group
35.3
32
26.6

18-25 26-40 41-50 Above 50

From the above graph, we can clearly see that out of 150 respondents,
35.3% respondents are under 41-50 age group, 32% are under 26-40

25
age group, 26.6% above 50 age and rest, that is 6% are under age of 18-
25. As it is already observed that the customers at Reliance Fresh are
mostly male and are aged, we can say that people tend to act matured to
help female by participating in household work like shopping vegetables
and groceries.

3.1.3 Target customers -Income level

Table No 3.1.3 Income level of Respondents (n=150)

Income level of Respondents

Income Level No. of Respondents Percentage

Less than 10,000 rupees/ 16 10.7

month
10000-20000 rupees/ 45 30
month
20,000- 30,000 rupees/ 38 25.3
month
30,000-40,000 rupees/ 45 30
month
Above 40,000 6 4
rupees/month
Total 150 100

Figure No 3.1.3 Income level of Target Customers (n=150)

Income
30 30
25.3

10.6
4

Less than 10,000 10000-20000 20,000- 30,000 30,000-40,000 Above 40,000

rupees/ month rupees/ month rupees/ month rupees/ month rupees/month

From the above Table, we can say that out of 150 respondents, 30%
respondents are under income group of 10000-20000rupees/month
and 30% under 30000-40000rupees/month, 25.3% comes under the
income group of 20000-30000, 10.6% of respondents comes under
income group less than 10000 rupees/month and the remaining 4%
accounts for Above 40000 rupees/month income group.

3.1.4 Target customer- Family cycle: (n=150)

Table No 3.1.4 - Family cycle of Respondents:

Family Cycle No. of respondents Percentage

Bachelor 3 2
Newly Married without 39 26
Children
Married with dependent 70 46.7
Children

Married with Independent 38 25.3

Children

Total 150 100

Figure 3.1.4. - Family cycle of Respondents: (n=150)

Family Cycle
46.6

26 25.3

Bachelor Newly Married without Married with Married with

Children dependent Children Independent Children

From the above table and graph, we can clearly see that, out of 150
respondents, 46.6% come under family cycle with Married With
Dependent Children, 26% comes under family cycle of Newly married
without Children, 25.3% comes under Married with independent
Children and 2% accounts for Bachelors.

3.1.5 Target customers - Occupation (n=150)

Table No 3.1.5 Occupation of respondents (n=150):

Occupation No. Of Respondents Percentage

Business 29 19.3
Employee 61 40.7
Professional 29 19.3
House Wife 17 11.3
Student 2 1.3
Total 150 100

Figure No 3.1.5 customers - Occupation (n=150)

Occupation
49.3

26.7

11.3 8
1.3 1.3

Business Employee Professional House wife Student Others

Figure 5.1.5 depicts that among 150 respondents, 49.3% are Employees
who belong to both Government and non government Organizations,
26.7% of the respondents are Entrepreneurs, 11.3% of them are House
wife's, 8% comes in other occupation like Retired Employees, 1.3%
accounts for Professional Occupation like Doctors, Lawyers etc..,, and
1.3% comes under students i.e.,, Bachelors.

3.1.6 Target Customers- Visit to Reliance Fresh:

Table No 3.1.6 Visit to Reliance Fresh( n=150) :

Visit to Reliance Fresh No. of Customers Percentage

First Time 3 2
Once a week 53 35.3

Twice a week 78 52

Weekends 14 9.3

Once a Month 2 1.3

Total 150 100

Figure No 3.1.6 Visit to Reliance Fresh( n=150) :

Visit to Reliance fresh

52

35.3

9.3
2 1.3

First time Once a Week Twice a Week Weekends once a Month

The Figure 5.1.6 shows that 52% of the respondents visit the Reliance
Fresh stores Twice A Week, while 35.3% visit Once A Week, 9.3% visit
in the Weekends, 2% visited for the First Time and only 1.3% visit
Once A Month.
3.1.7 Target customers - Purchase Plan: ( n= 150)

Table No 3.1.7 Purchase Plan of Target Customers (n=150):

Purchase Plan No. Respondents Percentage

To Purchase 120 80

If good offer found then, 30 20

Purchase

Total 150 100

Figure No 3.1.7 Purchase Plan of Target Customers: (n=150)

Purchase Plan of Respondents

80.0

20

0.0 0.0 0

To Purchase Just for Visit To know about To know the new If good offer then
the new offer products to purchase

The Above Figure 5.1.7, the larger pie is occupied by the respondents
who come to Reliance Fresh to Purchase 80%, followed by the 20% with
the respondents who come to Purchase If The Offer Is Good.
3.1.8 Target customers- Sections preferred for Purchasing (n=150)

Table No 3.1.8 Section preferred by Target Customer(n=150):

Sections Preferred No. of Customers Percentage

Fruits and Vegetables 11 7

Groceries 69 46

Both 70 47
Total 150 100

Figure No 3.1.8 Section preferred by Target Customer:( n=150)

Sections Preferred
Groceries Fruits and Vegetables Both

7.3

46.6

46%

From the Figure 4.1.8, we can clearly see that Larger share of the
Doughnut is occupied by the respondents who visit Reliance Fresh for
purchasing Fruits And Vegetables that is 46%, followed by 47% of the
respondents visit Reliance Fresh for purchasing Both and 7% of the
respondents visit the store for purchasing Groceries.
3.1.9 Target Customers- Spending Pattern

Table No 3.1.9 Spending Pattern of the Target Customers (n=150):

Spending Pattern No. of Customers Percentage

Below 500 69 46

500 - 1000 62 41.3

1000 - 1500 19 12.7

Total 150 100

Figure No 3.1.9 Spending Pattern of the respondents (n=150):

Spending Pattern

1000-1500
13%

Below 500
46%

500-1000
41%

The Figure 5.1.9 shows that maximum share that is 46% of the
respondents spend Below 500 rupees each time they visit Reliance
Fresh, followed by 41% respondents who spend 500-10000 Rupees
when they visit store and the rest 13% of the respondents spend 1000-
1500 rupees, each time they visit the store.
2.Objective: To study the factors Influencing the Preference
of organize Retail Outlet.

3.2.1. Target Customer- Factors preferred for Shopping in Organized

retail store:

Table No 3.2.1. Respondents Preference for shopping in Organized

Retail Store (n= 150):

Note:-1= Never, 2= Rarely, 3= Often, 4= Mostly, 5= Always

Factors Always Mostly Often Rarely Never Cumulative Score Rank

Good Quality 250(50) 148(37) 90(30) 50(25) 8(8) 546 5

More Variety 325(65) 92(23) 90(30) 52(26) 6(6) 565 4
Product Availability 225(45) 220(55) 60(20) 20(10) 3(3) 528 6
Parking Facility 325(65) 88(22) 162(54) 4(2) 4(4) 583 3
Near to Residency 450(90) 168(42) 30(10) 8(4) 4(4) 660 1
Value Added Service 350(70) 160(40) 30(10) 40(20) 10(10) 590 2

Figure No 3.2.1. Respondents Preference for shopping in Organized

Retail Store:

Factors preferred for Shopping

Value Added Service 590

Near to Residency 660

Parking Facility 583

Product Availability 528

More Variety 565

Good Quality 546

Factors 0
Here, from the fig.5.2.1, we get the clear picture of the factors which
influences the customers to shop from a Organized Retail Store. we can see
that Near to residency is one such factor, whose cumulative score is
highest that is 660 which means that it is the most dominating factor, the
second dominating factor is the Value Added Service, which accounts for
590, followed by the score 583 for the factor, parking facility, next stands
the factor More Variety with score 565, then stands the factors Good
Quality which accounts for 546 and finally comes the factor Product
Availability with least score that is 528.

From the above analysis it interpret that People mostly come to

organized retail as they get quality products on affordable prices at more
discounts/ offers under one roof. It is also clearly known that organized
retail stores sells their goods at a discounted price as compared to the
market. Even it provides a good service and ambience to its customers
who encourage them to visit and shops more and more times.
3.Objective: To Study the overall performance of
the Reliance Fresh
3.3.1 Target Customers Rating Reliance Fresh on the basis of the
following Factors:

Table No 3.3.1Respondents rating reliance Fresh on following

Factors(n=150):

Note:-1= Very Poor, 2= Poor, 3= Average , 4= Good, 5= Very Good

Rating Scale Very Good Average Poor Very Cumulative Rank

Good Poor Score
New Products 375(75) 136(34) 60(20) 26(13) 7(7) 604 1

Bulk Purchase 215(43) 148(37) 126(42) 50(25) 3(3) 542 5

Location 230(46) 192(48) 159(53) 4(2) 1(1) 586 2

Good Will 270(54) 136(34) 69(23) 74(37) 2(2) 551 4

Discount 210(42) 168(42) 126(42) 22(11) 13(13) 539 6

schemes
Shopping 215(43) 204(51) 102(34) 38(19) 3(3) 562 3
Experience

Figure No 3.3.1 Respondents rating reliance Fresh on following

Factors(n=150)

Rating Scale
Shoping
Shoping Experience
Experience, 562
Discount
Discount schemes
schemes, 539
Good Will Good Will, 551

Location Location, 586

Bulk
Bulk Purchase
Purchase, 542
New
New Products
Products, 604
500 520 540 560 580 600 620
From the above fig. 5.3.1, we can see that the highest cumulative score is
scored by the factor New Products that is 604, second comes the
parameter Location with 586 score, Shopping Experience with 562
then comes Good Will with 551, Bulk Purchase with 542 and Discount
Schemes comes last with score 539

3.3.2 Target Customers- Preferred Shopping mall

Table No 3.3.2 Preferred shopping mall by Customers (n=150)

Preferred Store No. of Customers Percentage

Reliance Fresh 96 64

Big Bazaar 46 30.7

Heritage Fresh 2 1.3

Grocery store 6 4.0

Total 150 100

Figure No 3.3.2 Preferred shopping Store by Customers (n=150)

Preferred shopping Store

Reliance Fresh Big Bazaar Heritage Fresh Grocery (Kirana shop)

1%
4%

31%

64%

From the above Figure 5.3.2, we can clearly see that larger part of the
Figure is occupied by the respondents who choose Reliance Fresh that
is 64%, 31% of the respondents choose Big Bazaar, 1% of the
respondents choose Heritage Fresh and 4% of the respondents choose
Grocery Store i.e..,, Kirana store for purchasing daily needs.

.3.3 Target Customers- Awareness of Reliance Private Brands

Table No 3.3.3 Awareness of Reliance Private Brands by Customers

(n=150)

Awareness Of Reliance Brands No. Of Customers Percentage

Yes 92 61.3

No 58 38.7

Total 150 100

Figure No 3.3.3 Awareness of Reliance Private Brands by Customers

(n=150)

Awareness of Reliance Private Brands

by Customers

No
39%

Yes
61%

From the Fig 5.3.3, we can clearly see that the larger bar is occupied by
the respondents who are aware of the Reliance Private brand that is
61.3% and 38.6% of the respondents accounts for the smaller bar in
the Figure that is they are not aware of the Private brands of Reliance.

3.3.4 Target Customers- Brand Preferred

Table No 3.3.4 Brand Preferred by Customers (n=150)

Brand Preferred No. of Customers Percentage

Reliance Select 30 20

Others 120 80

Total 150 100

Figure No 3.3.4 Brand Preferred by Customers (n=150)

Brand Preferred
Reliance Select
20%

Others
80%

In the Fig. 5.3.4, 80% of the respondents prefer to buy Other Brand
Products, while 20% of the respondents prefer to purchase
Reliance Private brand Products.
3.3.5 Target Customers- awareness of Promotional Offers (n=150):

Table No 3.3.5 Awareness of Customers regarding Promotional Offers

at Store(n=150)

Awareness Of Promotional No. Of Customers Percentage

Offers

Yes 112 75

No 38 25

Total 150 100

Fig.No 3.3.5 Awareness of Customers regarding Promotional Offers at

Store(n=150)

Percentage

No
25%

Yes
75%

In the Fig. 5.3.5, 74.6% of the respondents say that they are Aware of
the Promotional Schemes offered by the store and 25.3% of the
respondents say that they are Not Aware of the promotional Offers at the
store.
3.3.6 Target Customers- Aids that they encounter (n=150):

Table No 3.3.6 Aids that are encountered by Customers (n=150)

Aids No. of customers Percentage

Hoardings & Boarding's 34 23

Leaflets & Pamphlets 80 53

Through SMS 36 24

Total 150 100

Fig.No 3.3.6 Aids that are encountered by Customers (n=150)

Aids Used
Haordings,Boardi
ngs, and
Paintaings,
23%

Message on
cellphone
24%

Leaflets &
pamplets,
53%

From the Fig. 5.3.6, 53% of the respondents say that they encounter
mostly Leaflets And Pamphlets, 24% of the respondents say that get
SMS in regular intervals regarding the Promotional offers and
discounts, while 23% of the respondents say that they get to know the
offers by Boarding's & Hoardings.
 3.3.7 Target Customers opinion regarding Attractive Offers (n=150):

Table No 3.3.7 Respondents opinion regarding Offers (n=150):

Attractive Offers No. of respondents Percentage

Strongly Agree 58 39
Agree 45 30
Neither Agree/ Nor 41 27.3
Disagree
Strongly Disagree 6 4
Total 150 100

Fig. No 3.3.7 Respondents opinion regarding Offers (n=150)

Attractive Offers
Strongly Agree Agree Neither Agree/ Nor Disagree Strongly Disagree

4%

27.3 39%

30%

In the Fig. 5.3.7, 39% of the respondents Strongly Agree that the offers
offered at Reliance Fresh are attractive, 30% of the respondents Agree
that they are attractive, while 27.3% of the respondents Neither Agree/
Nor Disagree with the same and the remaining 4% of the respondents
Strongly Disagree.
3.3.8 Target Customers - Expected Service (n=150):

Table No 3.3.8 Expected services by the respondents (n=150):

Services Expected No. Of Customers Percentage

Fast Billing 69 46
Customer Service 24 16
Provision of Polythene 30 20
Maintenance of Hygiene 27 18
Total 150 100

Fig. No 3.3.8 Expected services by the respondents (n=150):

Service Expected

Maintanance
of Hygiene
18%
Fast Billing
Provision of 46%
Polythene
20%
Customer
Service
16%

From the fig. 5.3.8, 46% of the respondents expect improvements in Fast
Billing, 20% of the respondents expect the Provision of Polythene
Covers rather than net bags, 18% of the respondents expect
Maintenance of Hygiene and 16% of the respondents expect Value
Added Customer Service
 4. Chapter-CONCLUSION.

Undoubtedly, the retail sector is one of the key sectors in

the Indian economy. The major contributive part of
retailing in the Indian economy would ensure the
prosperity of the nation in terms of employment creation
and deployment of resource. However, the spread of
organized retailing among various countries varies
depending upon the socio-economic factors related to the
country. With the changing demographic features and
improvement in quality of life of urban India, the Indian
retail sector is witnessing a tremendous growth.

This study is mainly focused on the factors which

generally influence the consumer whilst their purchase at
the organized retail sector. Apparently, the retail
consumer attitudinal dimension forces them to have
diversified patterns at various buying spots. The situation
makes the Reliance Fresh more vigilant about adopting
consumer-friendly marketing strategies in terms of selling
the best quality products and services continuously to the
consumers.

It seemed from the study that the customers are quite

satisfied with Reliance Fresh. Reliance Fresh is a major
shopping mall for today‟s customers. It is a place where
customers find variety of products at a reasonable price.
Reliance Fresh has a good reputation of itself in the
market. It has positioned itself in the market as a
discounted store. It holds a huge customer base. The
majority of customers belong to middle class family. The
youth generation also likes shopping and moving around
Reliance Fresh. Volume sales always take place in
Reliance Fresh. Impulse buying behaviour of customers
comes in to play most of the times at store.

75 Page
So that Company can enhance its business or increase its sales by doing
these things; provide better customer service than its competitors,
increase the variety of merchandise with deep assortment, arrangement
of product should be in proper way that creates good store image,
provide membership card to the customers. Company should also
include more categories in the food section of the store, provide parking
space and employ knowledgeable sales staff.
 Suggestions

To make recommendations to improve the competitive position of

Reliance Fresh with other organized retail competitors in
Hyderabad.

Adopting customer-oriented thinking:-

My first recommendation is to adopt customer-oriented thinking which

requires the store to define customer needs from the customer’s point of view
because “a customer is a person who brings us his wants. It is our job to handle
them profitably to him and to ourselves”.

Reliance Fresh should try to adopt some strategies like- Focus on target
market, customer needs, integrated marketing.

Focus on Target market- we know that we cannot satisfy every need

or demand but we can define our target market and try to fill all the
requirements of that market.

Customer needs- Big Bazaar should take customer oriented thinking

which requires giving chance to customer to think and state about his or
her need. Store can respond to customer’s requests by giving customers what
they want, or what they need. Store should try to convert somewhat
satisfied customer into very satisfied customers.

Reliance Fresh can do this thing if:

Store able to identify the customer’s need and requirements. Any

product or service should match customer’s expectations.

Store must stay in touch with customers after the sale to ensure that
they are satisfied and remain satisfied.
 Store must gather customer ideas for product and service
improvements and convey them to the appropriate store departments.

Integrated marketing- The Stores success depends not only on how

well each department performs its work but also on how well the various
departmental activities are coordinated. For instance- HR department
should hire good and educated sales persons and training department
should train them perfectly time to time.

More Emphasize on Sales assistance:-

Reliance Fresh should give more emphasize on the training of sales force
available at the stores with the information of new products and
schemes, so that they are fully equipped with the information and
schemes related to the product, hence they can improve in their working
skills.

The need for customer retention:-

Losing profitable customers can dramatically impact stores profits. The

cost of attracting a new customer is estimated to be five times of the cost
of keeping a current customer happy.

Adding Financial Benefits:-

Store should offer some financial benefits to the customer.

They are: Through “frequency marketing programs (FMPs), we can

provide rewards to customers who buy frequently and/or in substantial
amounts.

Store can offer “price club cards” to its customers that provide
member customers with unadvertised discounts on particular items.
 BIBLIOGRAPHY

Sites Visited :

1. www.google.com

2. www.wikipidea.org

3. www.reliancefresh.info

4. www.value.ril.com

5. www.yahoo.co.in

6. www.youtube.com

Books Referred:

Business Organisation And Management