A

SUMMER TRAINING REPORT

ON
“CONSUMER BEHAVIOUR TOWARDS RELIANCE FRESH”
Submitted in partial fulfillment of the requirements For
Bachelor of Business Administration To

MAHARSHI DAYANAND UNIVERSITY, ROHTAK.

Submitted by
Mukesh Kumar
Roll No. 150116044
BBA 5th Sem.

P D M COLLEGE OF ENGINEERING
Bahadurgarh, Haryana
BATCH (2016 - 2019)

2
 Table of Contents

Declaration i

Certificate ii

Acknowledgement iii

Chapter Title Page no.

Chapter - 1 Introduction
Chapter - 2 Objective
Chapter - 3 Research Methodology
Chapter - 4 Data Analysis
Chapter - 5 Findings
Chapter - 6 Limitation
Chapter - 7 Recommendation / Suggestion
Chapter - 8 Conclusion
 Bibliography
 Annexure

DECLARATION

3
I Mukesh Kumar, student of BBA 5th semester, studying at PDM COLLEGE OF ENGINEERING,
bahadurgarh hereby declare that this summer training report submitted to Maharishi Dayanand University,
Rohtak in partial fulfilment of degree of Bachelors of Business Administration is the original work
undertake by me.

The information and data given in the report is authentic to the best of my knowledge. This summer training
report is not being submitted to any other university for award of any other degree, diploma or fellowship.

Mukesh Kumar
BBA 5th SEM

Date:
Place:

4
 CERTIFICATE - FACULTY GUIDE

This is to certify that the Summer Training Report titled "Customer satisfaction" is a bona fide work of
Mr. Mukesh Kumar, Roll No. 150116044 under my guidance and support. This report is a part of a
Bachelor of Business Administration course with finance department and the content and the work done is
genuine with respect to the information covered and thought expressed.

Ms. Poonam Ahlawat

Commerce and Management Deptt.
PDM COLLEGE OF ENGINEERING,
BAHADURGARH
Date:
Place:

ACKNOWLEDGEMENT

5
My sincere thanks to faculty guide under whose able guidance and Kind Corporation. I was able to complete
the project work titled 'consumer behavior in Indian Retail sector' Also I do thank and remember my friends
for their effort and helping hand.

It gives me a great pleasure to express my deep felt gratitude to Mrs. Shikha Gupta (HOD in Management
Dept.) for her expert guidance and co-operation from her busy schedule and extending all the required help
time and again and providing me with valuable inputs from time to time. This work is a synergistic product
of many minds. So, I would like to thank Mrs. Poonam Ahlawat, my supervisor, without whom the
successful completion of this project would not have been possible.

Every effort has been made to enhance the quality of work. However I own the sole responsibility of the
shortcoming, if any, in the study.

6
 Chapter 1
INTRODUCTION RETAILING

What is Retail?

The word is derived from the French word ‘Retailer’ meaning ‘to cut a piece off’or ‘to break
bulk’.In simple terms it involves activities whereby product or services are sold to final
consumption in small quantities.Although retailing in its various formats has been around our
country for many decades ,it has been confined for a long time to family owened corner shops.

Benefits of retailing

Retailing is good for national economics where it has positive influence on influence on
inflation and product availability.It also creates fortunes for its owners and is a tremendous
source of employment.
India has been virtually the only developing country in the world that has been extremely
slow in adopting this organized pattern of retailing.

1) Better quality products.

2) Emploument opportunities
3)Better social infrastructure
4)Enhanced foreign exchange

7
 5) Benefit to tourism
6) Better realization of taxes
7) Better showcase for exports

Formats of retail

1) Old format
2) New format

OLD FORMAT

A. Karan’s
B. Mandis
C. Village Hats
D. Push cart vendors
E. Wet-market
F. Wholesale sellers

NEW RETAIL FORMATS

A. Hypermarket
B. Supermarket
C. Convenience Store
D. Department store
E. Discount store
F. Specialty Store
G. Mo’sH. Malls

8
Retailing is the interface between the producer and the individual consumer buying for
personal consumption. This excludes direct interface between the manufacturer and
institutional buyers such as the government and other bulk customers. A retailer is one who
stocks the producer's goods and is involved in the act of selling it to the individual consumer,
at a margin of profit. As such, retailing is the last link that connects the individual consumer
with the manufacturing and distribution chain. The retail industry in India is of late often being
hailed as one of the sunrise sectors in the economy. AT Kearney, the well-known international
management consultancy, recently identified India as the 'first most attractive retail
destination' globally from among thirty emergent markets. It has made India the cause of a
good deal of excitement and the cynosure of many foreign and domestic eyes. The entry of
foreign and Indian retail giants like Wal-Mart, Metro, Reliance, Birla, Tata etc. made Indian
market more competitive which is at cut throat level.
India retail industry is the largest industry in India, with an employment of around 8% and
contributing to over 10% of the country's GDP. Retail industry in India is expected to rise 25%
yearly. It is expected that by 2016 modern retail industry in India will be worth US$ 175- 200
billion.
India retail industry is one of the fastest growing industries with revenue expected in 2007 to
amount US$ 320 billion and is increasing at a rate of 5% yearly. A further increase of 7-8% is
expected in the industry of retail in India by growth in consumerism in urban areas, rising
incomes, and a steep rise in rural consumption. It has further been predicted that the retailing
industry in India will amount to US$ 21.5 billion by 2010 from the current size of US$
7.5billion.
The growth of scope in the Indian retail market is mainly due to the change in the consumer's
behavior. For the new generation have preference towards luxury commodities which have
been due to the strong increase in income, changing lifestyle, and demographic patterns which
are favorable.
Reliance Retail 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. Reliance plans to invest Rs 25000 crores
in the next 4 years in their retail division and plans to begin retail stores in784 cities across the
country. The reliance fresh supermarket chain is Reliance Store Rs 25,000 crore venture and it
plans to add more stores. Marketer have regarded "customer" as the king and evolved all
activities to satisfy him or her, this concept gaining more momentum and importance today.
Today the company image is built and made known by its customers. Thus success of the firm
determined how effective it has been in meeting the diverse consumer need and wants by
treating each customer as unique and offering products and services to suit has or her need.
Consumer buying behavior will be a primary force in determining how this transition will

9
evolve. Getting closer to the customer in today's highly competitive landscape is essential for
the entire industry and is no longer just a retail issue. It requires all organizations across the
supply chain to work as a single enterprise, sensing and responding rapidly to consumer
demand in a coordinated manner. Detailed analysis of the changing patterns of consumer
demand and shopping trends.

10
CHAPTER-2

11
 RELIANCE

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
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 USD 27 billion. Reliance Industries Limited, is a Fortune Global 500
company and is the largest private sector company in India.
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, fibre intermediates, plastics, petrochemicals, petroleum
refining and oil and gas exploration and production - to be fully integrated along the materials
and energy value chain.
The Groups activities span exploration and production of oil and gas, petroleum refining and
marketing, petrochemicals (polyester, fibre intermediates, plastics and chemicals), textiles and
retail.
Ambani was one of the first entrepreneurs to draw retail investors to the stock markets. Critics
allege that the rise of Reliance Industries to the top slot in terms of market capitalization is
largely due to Dhirubhai's ability to manipulate the levers of a controlled economy to his
advantage.

12
 SUBSIDIARIES OF RELIANCE

• Reliance Petroleum
• Ranger Farms Limited
• Retail Concepts and Services (India) Private Limited
• Reliance Retail
• Reliance Global Management Services (P) Limited
• Reliance Biopharmaceuticals
• Reliance Ghatraj Services
• Reliance Engineering Associates (P) Limited

RELIANCE RETAIL LIMITED

Reliance is gearing up to revolutionize the retailing industry in India. Towards this end,
Reliance is aggressively working on introducing a pan-India network of retail outlets in
multiple formats. A world class shopping environment, state of art technology, a seamless
supply chain infrastructure, a host of unique value-added services and above all, unmatched
customer experience, is what this initiative is all about.
The retail initiative of Reliance will be without a parallel in size and spread and make India
proud. Ensuring better returns to Indian farmers and manufacturers and greater value for the
Indian consumer, both in quality and quantity, will be an integral feature of this project. By
creating value at all levels, we will actively endeavor to contribute to India's growth.
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.

13
With a 27% share of world GDP, retail is a significant contributor to overall economic activity
across the world. Of this, organized retailing contributes between 20% to 55% in various
developing markets. The Indian retail industry is pegged at $ 300 billion and growing at
over13% per year. Of this, presently, organized retailing is about 10%.
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 Ahmadabad in August2007. 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.
RRL also focused on building strong relationships in the agri-business value chain and has
commenced marketing fruits, vegetables and staples that the company sources directly to
wholesalers and institutional customers. RRL provides its customers with high quality produce
that has better shelf life and more consistent quality than was available earlier. RRL also
expanded its supply chain infrastructure. The Company is fully geared to meet the
requirements of its rapidly growing store network in an efficient manner. RRL will continue
its focus on rapid expansion of the existing and other new formats across India.

Reliance! f©/h

COLLECTION CENTRES

Reliance fresh 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. Reliance plans to invest Rs 25000 crores
in the next 4 years in their retail division and plans to begin retail stores in784 cities across the
country. The reliance fresh supermarket chain is ril's Rs 25,000 crore ventures and it plans to
add more stores across different g, and eventually have a pan-India footprint by year 2011.
The super marts will sell fresh fruits and vegetables, staples, groceries, fresh juice bars and
dairy products and also will sport a separate enclosure and supply-chain for non-vegetarian
products. Besides, the stores would provide direct employment to 5 lakh young Indians and
indirect job opportunities to a million people, according to the company. The company also

14
has plans to train students and housewives in customer care and quality services for part-time
jobs.

BACK GROUND
We can see many examples of businesses where, first we grow and then think of expanding
but Reliance is quite different. Reliance has developed such huge amount of resources and
capital over the years that whenever it steps into any segment it is not required to wait for
growing signal, that's why it always thinks of expanding without any boundaries. The
company is planning on opening new stores with store-size varying from 1,500 sq ft to 3,000
sq ft, which will stock fresh fruits and vegetables, staples, FMCG products and dairy products.
Each store is said to be within a radius of 1-2 km of each other, in relation to the concept of a
neighbor store. However, this is only the entry roll-out that the company has planned.
Bangalore is said to have 40 stores in all by the end of the year

15
When the first Reliance Fresh store opened in Hyderabad, not only did the company said the
store's main focus would be fresh produce like fruits and vegetables at a much lower price, but
also spoke at length about its "farm-to-fork'' theory. The idea the company spoke about was to
source from farmers and sell directly to the consumer removing middlemen out of the way.

FARM TO FORK
The Reliance retail company sources say it is setting aside Rs50,000 crore to build its farm-to-
fork linkage. Reliance has drawn up plans for a presence in 784 towns and 6,000 mandi
(wholesale market) towns with 1,600 rural business hubs to service these. It has already rolled
out 177 Reliance Fresh stores across major towns in 11 states. According to a company report,
RIL is targeting a turnover of Rs 40,000 crore in the next few years.

The farm-to-fork model

Big retail is changing millennia-old markoi irlaiiinisiiips

16
SUPPLY CHAIN MODELS OF RELIANCE RETAIL
Reliance started its retail operations of Reliance Fresh stores with following supply chain
model. Procuring directly from the farmers and operating with moderate margin but mass
selling was key to Reliance fresh operation for first few months. The following figure depicts
the first Reliance fresh mode Reliance started its retail operations of Reliance Fresh stores
with following supply chain model. Procuring directly from the farmers and operating with
moderate margin but mass selling was key to Reliance fresh operation for first few months.
The following figure depicts the first Reliance fresh model.

17
SWOT ANALSIS OF THE COMPANY
STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

The Indian retail market accounted for $ 200 billion. Food accounts for over two-thirds of the
$200-billion Indian retail market. Yet, it has seen less than 1 per cent penetration by modern
retail so far. Reliance industries which always looking for new business opportunities just
started a new era with its introduction of new concept stores named Reliance Fresh with
opening convince store in high streets of Banjara hills of Hyderabad. Reliance Fresh is very
different from what modern retail has offered in India so far and with this reliance is planning
to establish strong retail network in India in food and farm sector. They have started with new
eleven stores in the last week and they are thinking to add 100 more stores to their feather by
the end of this year.

STRENGTHS:
Reliance is the first into enter into this unorganized sector of vegetables and fruits. According
to them its intentions to have100% farm fresh foods in their new retail stores. It is also adding
shortly a juice bar, and even a large counter for puja flowers. In fact, over 60per cent of the
floor space has been dedicated to fresh fruits and vegetables, the rest to other food products
like staples, spices, bakery, etc. But reliance has decided not to add any bar soap or toothpaste
and detergent in its shelves. So by using this strategy they are positioning themselves different
from other players of the industries like Food world, Reliance fresh and Nilgiris. But
overcome the shortcomings of these specialized stores they are also introducing new Reliance
full-fledged

16 supermarket called Shakhari Bhandar which offers each and everything from the staple to
soap. Most of the staples are under its own private label brand — 'Reliance Select'. There is a
500g channa dal pack priced at Rs 28, a 500g urad dal packfor Rs 39, all under Reliance's own
brand. Excepting a few packets of Nestle's Maggi, or MTR's masalas or Pepsi's Lays chips,
there is very little shelf space given to the big brand owners in the country. Reason: private
labels offer far better profit margin to the retailer than branded products of FMCG companies.
Most of these outlets will need only 2,000-5,000 sq. ft. A supermarket may need as much as
8,000-10,000 sQ

18
WEAKNESS:
This is definitely an interesting business venture but it may miss out on the opportunity to
capture a greater share of the customer's wallet. For customers, too, this could be irksome, as
they would have to visit another store to pick up essentials. Reliance could easily fix this
problem by adding a few small counters for some basic non-food products. According to their
official this format is not final one they are accepting the new changes which are required to
attract the large number of customers.

OPPORTUNITIES:
Reliance wants to build a high-profitability business and food is, perhaps, the best venture to
start. That is because the Indian food supply chain is grossly inefficient. There are several
intermediaries, each of whom adds his own profit margin to the cost. Besides, there is huge
wastage in transit. This offers potential for savings and profits. To reduce the cost and increase
the profit it has been sourcing out its requirements from the farmers.
For example, the leafy vegetables, brinjals, tomatoes and green chilies in the Banjara Hills
outlet were sourced directly from farmers in Vantimamdi, Chevella and nearby mandals in
Ranga Reddy district of Andhra Pradesh. The supply chain already has been backed by few
hundred farmers the number is estimated to touch million in next five years. The main aim of
the reliance is to eliminate the intermediaries in the sector and reduce the cost. Smaller stores
have two advantages. They bring down the cost of real estate (and increase profits). It is easier
to find space for small convenience stores in a quiet neighborhood than for supermarkets in
high street.
THREATS:
This model is engineered to clock a faster turnover of inventory —Reliance expects
consumers to visit the store at least twice a week for their top-up groceries. Each store will
have an investment of Rs 50lakh to Rs 60 lakh. Unlike global retailers who operate on thin
margins, Reliance Retail is looking at a fairly high-margin business model. Deliberately
stopped short of being a full-fledged supermarket rather, it has limited itself to a food and
grocery convenience store. They also have a threat from the existing supermarkets which
provides all the services to its customers.
For Example Food world and Nilgiris also provides food and beverages with other personal
care products. These convince are not existed in the present Reliance retail stores.

19
 MAJOR PLAYERS IN RETAIL SECTOR

SHOPPERS STOP:

Shoppers' Stop is the pioneer of pan-nation one-stop retail outlets. Starting in 1991 with a
single store in MuBBAi, it has now developed more than 20 stores. The company has added
1,568,479 sq ft of area during the year taking its total store area to 1,170,548 as on March
2007. The company has a wholly owned subsidiary - Crossword- a specialty retail chain with
over 32 stores spread across the country. This store specializes in books, gift articles and
stationery. During the quarter, Crossword opened its first store and 2 'Stop & Go' stores at the
MuBBAi domestic airport. Further, it forayed into airport retailing through a joint venture
with The Nuance Group AG of Switzerland. The company has also made an entry into the
entertainment sector by acquiring 45% stake in Time zone Entertainment Pvt. Ltd. The recent
moves by the company will widen the offering and de-risk its dependence on the flagship

PANTALOON:

Shoppers' Stop stores

20
Incorporated in 1987, Pantaloon Retail is among the pioneers in chain retailing. It is the largest
retailer in the country operating 350 stores across segments in over 40 cities across the country
and constituting 5m square feet of retail space. Starting out with dedicated apparel stores
(Pantaloon), the company has stores across the cross-section of the society. The company's
business is broadly divided into 2 segments, Lifestyle and Value retailing. On the apparels
front it has Pantaloon (31departmental stores), Central Malls (4 seamless malls as well as its
other concepts). These stores can be classified under 'Lifestyle Retailing'. On the general
merchandise front it has Reliance fresh (51hypermarkets), Food Bazaar (77 supermarkets) and
Fashion Station (5 fashion stores) and other delivery formats. These fall under 'Value
Retailing'.
MORE :

21
The more, Chain of supermarkets, are bright and clean stores, at convenient locations with
layouts that allow ease of navigation. The product display is well organized and facilitates
ease of choice. The stores have been designed by Fitch, the leading international retail design
firm. The stores promise a range of benefits to consumers and are a solution to the many
problems faced by housewives while shopping for their daily needs. The retail offering from
the Aditya Birla Group, has been crafted after in-depth research of the needs and expectations
of the Indian consumers. More is the answer to the shopping needs of the Indian housewife
who wants a modern and convenient option in the neighborhood, with an attractive and
consistent range of products. More assures consumers the security of knowing that they are
paying the best price in the market for good quality products.
RPG GROUP :

RPG Enterprises is one of India's largest business conglomerates, with a turnover of US$ 2.55
bn and assets worth US$ 1.8 billion. Since its inception in1979, RPG Enterprises has been one
of the fastest growing groups in India with more than 20 companies operating successfully in7
business sectors: Retail, IT & Communications, Entertainment, Power, Transmission, Tyres
and Life Sciences. In 2001, it established 'Giant' Hypermarke

PROVOGUE (INDIA) LTD

(PIL) formerly Acme Clothing Pvt. Ltd was incorporated in November 1997 converted in to a
public limited company in March 2005. It deals with fabrics, dyestuffs, chemicals and textile
machinery. PIL operates in two core industry segments. The first being designing,
manufacturing and selling branded ready-made garments and other accessories under the

22
brand Provogue. The second business is export of finished fabrics, dyestuffs, chemicals and
textile machinery to several markets in African continent.

FORMATS OF RELIANCE RETAIL

• Reliance Fresh
• Reliance Mart
• Reliance Digital
• Reliance Trendz
• Reliance Footprint
• Reliance Wellness
• Reliance Jewels
• Reliance Timeout
• Reliance Super

23
 CHAPTER-3
RESEARCH
METHODOLOGY

24
TITLE OF THE PROJECT
The title of project is An Analytical study on CONSUMER BEHAVIOUR AT RELIANCE
FRESH. It tells us that what are the factors, which are important for a consumer while going
for shopping. The viewpoint of the consumers is very important in the retail sector because
retailers are the one who have to serve the customers.

SIGNIFICANCE OF THE STUDY

To make a comprehensive study of Reliance Fresh & know the Buying behavior & of
Reliance Fresh customers.

FOCUS OF THE STUDY

Over the years, research has been done in different service sectors, even in retail services, to
find out the drivers of customer satisfaction with respect to service quality and service features
of Reliance Fresh products. To survive in competitive market and make the necessary
improvements in the service quality and feature trend and comparison on is a need for study.

25
Statement of the problemIndian organized retailing is under transition today, bringing a lot
of changes in format of retailing. In this regard measuring customer behavior in organized
'Reliance Fresh' outlets in Gurgaon, preferences and experiences will be of use to shape the
retail out lets and their offerings. The changing attitude of consumers led them to step forward
from unorganized Kirana stores to the organized retailing format

26
OBJECTIVE OF THE STUDY
• To study consumer buying behavior of reliance fresh customer.
• To know about the consumer awareness towards Reliance fresh.
• To study and analyze consumer shopping behavior towards Reliance fresh.
• To assess the behavior level of different type of customers shopping atReliance fresh.
• To identify what type of strategies are suitable for the company to reachthe targeted
customers.
• To find out the factors which influence the consumption of the products inReliance fresh.
• To identify effective a advertising sources which are influencing customer purchasing
behavior at Reliance fresh.
• To find out how the consumers spent their incomes, time on the purchasing of the
products

SCOPE THE STUDY

The study on consumer behavior at reliance fresh limits to sample size 50. The study is
conducted in Gurgaon and therefore, the sample size might not indicate factually correct data
universally due to change in diversity of various grounds.

Research framework:
Research methodology is away to systematically solve research problem. . In it we study the
various steps that are generally adopted by researcher in studying his research problem along
with logic behind them. It is necessary for a researcher to know not only the research
method/techniques but also the methodology. This study is based on the information about
retailing for a study of the consumers' behavior toward retailing in India.

Research Design

Descriptive Research is a fact finding investigation which is aimed at describing the

characteristics of individual, situation or a group (or) describing the state of affairs as it exists
at present. The type of research method used is descriptive. The aim of descriptive research is
to verify formulated hypotheses that refer to the present situation in order to elucidate it.
Descriptive research is used because the research is primarily concerned with describing the
nature and conditions and degree in detail of the present situation

A descriptive research is conducted using 100 respondents, where in the detailed analysis of
preference of shopping, preference on organized and unorganized outlets, latest trend towards
branded retail outlets especially on 'Reliance Fresh' .Behavior level of customers towards more
retail outlets. Where in the detailed analysis of the quality of the service is analyzed with
respect to various variables and compared with the competitors to arrive at a conclusion on the

27
basis of finding and suggestions, which would help the company to provide greater service and
make necessary improvements in the service quality.

Data Collection:
1. PRIMARY DATA: This is the data which is directly collected from the respondent. The
information is gathered through the questionnaire.

2. SECONDARY DATA: This data which is collected from various sources other than the direct

source.

■ Data collected through INTERNET

■ Data collected from the various business BOOKS.

SAMPLE SIZE
The sample size of the study is 50.

SAMPLING TECHNIQUE
Type of sampling technique is RANDOM SAMPLING.

28
 CHAPTER 4

DATA ANALYSIS
AND

29
INTERPRETATIONS GENDER OF CONSUMER

30
 Gen
der
of
cons
ume
r

MALE

FEMAL

31
E

INTERPRETATION- In total respondent we analyses that most of the customer in this store is
female and their demand always consider at the time of taking the decision. Company should try to
attract new male customer by provide new scheme on their customer.

Q. Where do you prefer to shop?

No. of respondents
Retail outlet 15
Local Market 23
Both 12

32
 RETAIL OUTLET LOCAL MARKET BOTH

INTERPRETATION:

Here we can see that most of the respondents prefer local market over the retail outlet. Some of the
people think that retail outlets are costlier than the local markets.

■ Daily
Q. How Often do you shop? Weekly
■ Fortnightly

No. of respondents ■ Once in a

Daily 7 month
Weekly 20
Fortnightly 12
Once in a month 11

33
INTERPRETATION- In total respondent we analyses that most of the customers are likely to
purchase on weekend .in my observation I found that more scheme should be provided on weekend
.

Q.What do you mostly shop for at mentioned store?

No. of respondents
Vegetable and Fruits 10
Grocery 17
Dairy products 12
Cosmetic Products 11

34
 ■ Vegetable and
Fruits
■ Grocery
■ Dairy
products

■ Cosmetic
Product

35
■ s
■
■
■
■
■
■
■ INTERPRETATION- In total respondent we analyses that most of the customer are like to
purchase all product in the store. Company should try to retain the customer. And should
increase the variety of cosmetic product& grocery
■ .
■
■
■
■
■
■
■
■
■
■
■
■
■
■
■
■
■
■ Q. How important is that reliance fresh is close to where you live?
■
■
■
■ ■ No. of
respondents
■ Extremely ■ 15
important
■ Somewhat ■ 12
important
■ Neutral ■ 11
■ Somewhat ■ 8
■ unimportant ■
■ Not at all ■ 4
important

36
 ■ Extremely
important
■ Somewhat
important
■ Neutral
■ Somewhat
unimportant

■ Not at all
importan

37
■ t
■
■
■
■
■
■
■ INTERPRETATION- In total respondent we analyses that most of the customer says that it is
extremely important that the retail outlet is near their residence as it will save time and they
can easily shop whenever they want
■ .
■
■
■
■
■
■
■
■
■
■
■
■
■
■
■
■ Q. How important is that complaints are attended quickly?
■
■
■
■
■
■ ■ No. of
respondents
■ Extremely ■ 27
important
■ Somewhat ■ 13
important
■ Neutral ■ 5
■ Somewhat ■ 3
■ unimportant ■
■ Not at all ■ 1
important

38
 ■ Extremely
important
■ Somewhat
important
2% ■ Neutral

■ Somewhat
unimportant
Not at all
importan

39
■ t
■
■
■
■
■

■ customer's
INTERPRETATION-
attending
properly and
complaints
complaint is In
quickly then total
asvery
they
soon respondent
important
asmay shift ifwe
asto
possible theanalyses
other outlet.that
complaints itmost
So of is of
theverythe customer
customer
important
is not say thatthe
to attended
attend

■ .
■
■
■
■ ■
■ ■
■ ■
■ ■
■ ■
■ ■
■ ■
■ ■
■ ■
■ ■
■ ■ Q. How important is
■ ■ that reliance fresh handles the return and exchange
■ willingly?
■
■
■
■
■
■ ■ No. of
respondents
■ Extremely ■ 18
important
■ Somewhat ■ 14
important
■ Neutral ■ 9
■ Somewhat ■ 6
■ unimportant ■
■ Not at all ■ 3
important

40
 ■ Extremely
important
■ Somewhat
important
■ Neutral
■ Somewhat
unimportant

■ Not at all
importan

41
■ t
■
■
■
■
■

■ INTERPRETATION- In total respondent we analyses that most of the customer say that
handling the return and exchange willingly is very important as if the defected products are not
exchanged then they will not come to the outlet again because it will lead to wastage of their
money.

■ Q. How important is that the sales person gives individual attention and proper
assistance?
■
■ ■ No. of
respondents
■ Extremely ■ 17
important
■ Somewhat ■ 12
important
■ Neutral ■ 9
■ Somewhat ■ 7
■ unimportant ■

42
■ Not at all
important

■ 5
■ Somewhat important
■ Neutral
■ Somewhat unimportant

43
 ■ Not at all important
■
■
■
■
■
■
■

■ INTERPRETATION- From the above pie chart we analyses that most of the customer want
that sales person gives them individual attention and proper assistance so that their queries
can be solved. Majority of the customer says that sales person's attention is extremely
important and somewhat important.
■
■
■
■
■
■
■
■
■
■
■
■
■
■ Q. How important is that there should be Fast check out in retail store?
■
■
■
■ ■ No. of
respondents
■ Extremely ■ 19
important
■ Somewhat ■ 13
important
■ Neutral ■ 10
■ 6
■ Some
what
unimportant

44
■ Not at all
important

■ 2
■ Somewhat important
■ Neutral
■ Somewhat unimportant

45
■ Not at all important
■
■
■
■
■
■
■

■ INTERPRETATION: From the above pie chart we can say that fast check out is also an
important aspect which is demanded by the customers in retail outlet. In today's time everyone
is in hurry and wants their work to be finished as early as possible. If the check out takes more
time the customer may go to the outlet where checkout facility is comparatively fast.
■
■
■
■
■
■
■
■
■
■
■
■
■
■ Q. Do advertisement and promotion influence your shopping?
■
■
■
■ ■ No. of
respondents
■ YES ■ 28
■ NO ■ 22

46
 ■

■
■
■
■
■
■ INTERPRETATION- The above pie chart depicts that most of the customers' shopping is
influenced by the advertising and promotional schemes. As advertisements give them
information about the new product which came into the market and the various schemes
offered by the company as well as the retail outlets
■ .
■
■
■
■
■
■
■
■
■
■
■
■ Q. Are promotional schemes easy to understand?
■
■
■
■ ■ No. of
respondents
■ YES ■ 20
■ NO ■ 30

47
 ■ Y
E
S

■ N

48
■ O
■
■
■
■
■

■ INTERPRETATION- Promotional schemes are offered to attract the customer towards the
retail outlet or any particular product. But some time it is difficult for some customers to
understand the schemes. So the Company should try making promotion scheme easy and
understandable. Promotion scheme should be in both in English &Hindi.
■
■
■
■
■
■
■
■
■
■
■
■
■
■
■
■
■ Q. How likely are you to recommend Reliance Fresh to a friend or relative?
■
■
■
■
■
■ ■ No. of
respondents
■ Excellent ■ 16
■ Good ■ 20
■ Fair ■ 8

49
■ poor

■ 6
■ Good
■ Fair

50
■ poor
■
■
■
■
■
■
■
■ INTERPRETATION- From the above pie chart we can conclude that only 32% customer are
fully satisfied from the store .Company should try satisfy the customer by providing better
service and rectify their problem immediately
■ .
■
■
■
■
■
■
■
■
■
■
■
■
■
■ Q. Are the Price of Reliance fresh is lower than the other competitor?
■
■
■
■
■
■ ■ No. of respondents
■ Yes ■ 23
■ No ■ 16
■ Equal ■ 11

51
 ■ yes
■ no

■ equa

52
■ l
■
■
■
■
■
■
■ INTERPRETATION: The above pie chart depicts that 48% of the people think that the prices
of reliance fresh are less than other retail outlets whereas 29% of the people think that the
prices of reliance fresh is not less than others
■ .
■
■
■
■
■
■
■
■
■
■
■
■
■
■ Q. Which form of advertisement do you think is most effective?
■
■
■
■
■
■ ■ No. of
respondents
■ Print ■ 21
■ TV ■ 17
■ Radio ■ 12

53
 ■ Print
TV

■ Radi

54
■ o
■
■
■
■
■
■
■

■ INTERPRETATION: We can see that the print media and t.v are the most effective tool
of advertisement. They attract most of the customers. As we know that print media as a very
wide reach, therefore, it is preferred by 42% of the customers.
■
■
■
■
■
■
■
■
■
■
■
■
■
■
■ Q. Does the recommendation of your family & friends influence your decision
to
■ visit reliance fresh?
■
■
■
■ ■ No. of
respondents
■ yes ■ 21
■ no
■ 29

55
 yes

56
■ no

INTERPRETATION: This pie chart depicts that 58% of customers say that the recommendation
of their family & friends does not influence their decision to visit reliance fresh. It is their own
decision
.

Q. Preference of shopping ?

No. of respondents
Brand 9
Price 12
Quality 12
One stop shop 17

57
 ■ Brand
■ Price
■ Quality

■ One
stop sho

58
■ p
■
■
■
■
■
■ INTERPRETATION: This pie chart shows that most of the customers come to
reliance fresh because of they get everything under one roof and that too of good quality.
So the store should maintain the level to quality to satisfy its customers wants
■ .
■
■
■
■
■
■
■
■
■
■
■
■
■
■
■ Q. Are you satisfied with the services of the reliance fresh outlet?
■
■
■
■
■
■ ■ No. of
respondents
■ Yes ■ 32
■ No ■ 18

59
 ■
■
■
■
■

■ IN

TE

RP

RE

TA

TI

ON

64

of

the

60
 cust

om

ers

are

sati

sfie

wit

the

ser

vic

es

pro

vid

ed

by

the

reli

61
 anc

fres

h. It

me

ans

that

reli

anc

fres

h is

doi

ng

wel

l in

ser

vin

62
 its

cust

om

ers

as a

reta

il

outl

et

63
■ .

■ CHAPTER-5
■ FINDINGS &
SUGGESTION
■

■
■
■
■
■
64
■

■ Findings

• Majority of customers here is female.

• Majority customers like to purchase all goods from Reliance

fresh.

• Customers like one stops shopping.

• Local market till today is the first choice of customer

• Advertisement is the biggest way to attracting the customer.

• Promotion scheme not so easy to understand for customer.

• Most of customer is not fully satisfied with store.

• Tele phone is the best way for attracting the customer.

• Shortages of skilled workers

65
 • CHAPTER- 6
.
•
•

• LIMITATION
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
• LIMITATIONS OF STUDY
•

66
• The project has some limitations because it is totally based on efforts of individuals. Peoples
may be careless and may not give correct answer to the questions, because of so many reasons.

• It is totally based on personal efforts of individuals.

• Some of the consumers are unable to understand the questionnaire.

• Language is one of the problem, some of the consumers are unable to understand English.

67
•
CHAPTE
Some consumers are not interested in filling

R-7
questionnaire.

68
 • CONCLUSION
•
• CONCLUSIONS
•

• The study is an attempt to measure customer's behavior at Reliance Fresh outlets in

Gurgaon. The customers are the main asset for any organization, without satisfying
them no organization can be run well. Customer behavior towards retail stores is
affected by various factors. This survey was meant to identify the customer behavior
level towards Reliance Fresh retail stores. Findings of this research suggest that the
level of customer behavior is highly affected by the quality and price of the products,
wide range of products and location and conveyance are more attracting customers to
visit the retail outlet.

• It is found that most of the customers of Reliance Fresh retail store Gurgaon are
satisfied by the quality of service, convenience, complaint handling, and employee's
behaviour availability of products, branded products. But the customers are not
satisfied with the credit facility, high price and lesser number of outlets. The analysis
shows that Reliance Fresh outlets have been fairly successful with their marketing
strategies and customer retention, but they still have to upgrade services like more
efficient billing, better parking facilities and wider range of product availability to meet
the competition.

• The store should concentrate more on the F & V (fruits and vegetables) section .As it is
perishable in nature and has a short shelf life, it require more concentration. Store
should take care of indent because proper indent can solve half of the problem and the
rest can be handled by following various practices like reducing wastage by the means
of proper handling of F&V (fruits and vegetables). This includes treatment of green
vegetables, proper cleaning etc. and last but not the least by increasing the sales not
only of F&V. But also for other products which is only possible by retaining our
customers by the way of promotions. From the study and research survey I can
conclude that the Reliance Fresh is a good retail outlet for shopping comparing to other
retail outlets such as More, Big Bazar, Smart, Nilgiris etc.

• The strategy of Reliance fresh is very effective as they know very well how to attract
customers, which is reflected in the vast custom they enjoy in relation to others. A good
and friendly behaviour of sales personnel's in the store is also a reason for increase in
sales. Due to the upsurge of the retail sector, unorganised sectors are perishing because
of their old concepts, poor service, non - competitive pricing etc. Therefore they have
to upgrade their performance in order to compete with the big leagues.

69
• To conclude it can be said that most of the Reliance Fresh customers are happy with
the service received. More, Nilgiris, Total, Smart, Reliance fresh are tough competitors
of Reliance Fresh even though Reliance Fresh is trying hard to attract the customers by
introducing new offers schemes etc to capture the market share. According to customer
there is huge potential for increasing market share of supermarket.
• Findings of this research suggest that the level of customer behavior is highly
dependent on various parameters such as price, brand, customer service, quality and
variety of the products. Hence it is very much important for the retail stores to consider
all those parameters to enhance the level of customer behavior.
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•

70
•
•
•

71
 • BIBLIOG
RAPHY
•
•
• BOOKS:

• Kotler, Philip (2010), Marketing Management,

McGraw Hill Publisher, New Delhi.

• Suri, R.K (2005), Retail Management, Excel books,

New Delhi.

• Singh ,and Chabbra ,Marketing, Himalaya

publication house,New Delhi

•
•
•
•
•
•
• WEBSITES:
• http ://en.wikipedia.org/wiki/Retail
• http://www.ril.com/html/business/business_retail.htm
l
•

72
 • ANNEXURE
QUESTIONNAIRE
•
•

• Na

me Gender
•

• Age
•
•
• Monthly Income
•
•
•
•
• Q3.What do you mostly shop for at mentioned store?
•

• Vegetable and Fruits (

)
• Grocery ( )
• Dairy products (
)
• Cosmetic Products (
)
•
•
• Q4. How important is that reliance fresh is close to where
you live?
•

• Extremely important (
)
• Somewhat important (
)
• Neutral ( )
• Somewhat unimportant
( )
• Not at all important (
)
•
•
•

73
• Q5. How important is that supermarket provides the best
value for money?
•

• Extremely important (
)
• Somewhat important (
)
• Neutral ( )
• Somewhat unimportant(
)
• Not at all important (
)
•
• Q6. How important is that complaints are attended
quickly?
•

• Extremely important (
)
• Somewhat important (
)
• Neutral ( )
• Somewhat unimportant (
)

74
 • Not at all important ( ) Q7. How important is that supermarket
handles the return and exchange willingly?
•

• Extremely important (
)
• Somewhat important (
)
• Neutral ( )
• Somewhat unimportant
( )
• Not at all important (
)
•
•
•

• Q8. How important is that the sales person give individual attention and proper
assistance?
•

• Extremely important ( )
• Somewhat important ( )
• Neutral ( )
• Somewhat unimportant ( )
• Not at all important ( )
•

• Q10.How important is that there should be Fast check out in retail store?
Extremely important ( )
• Somewhat important ( )
• Neutral ( )
• Somewhat unimportant ( )
• Not at all important ( )
•

• Q11.Do advertisement and promotion influence your shopping?

• Yes ( )
• No ( )
• Q12. Are promotional schemes easy to understand?
• Yes ( )
• No ( )

75
• Q13. How likely are you to recommend Reliance Fresh to a friend or relative?

Excellent ( )

• Good ( )
• Fair ( )
• Poor ( )

• Q14. Are the Price of Reliance fresh is lower than the other

competitor?

Yes ( )
• No( )
• Equal ( )
• No idea ( )
•
•
• Q15. Which form of advertisement do you think is most effective?
•

• Print
( )
• TV ( )
• Radio ( )
•

• Q16. Does the recommendation of your family & friends influence your decision to
visit reliance fresh?
• Yes ( )
• No ( )
•

• Q17. Preference of shopping ?

• Brand ( )
• Price ( )
• Quality ( ) One stop shop
( )

76
• Q18. Did you get help from Customer Service Attendant when asked?
•

• Yes ( )
• No ( )
• Some time ( )
• Never ( )
•
• Q19. Are the Price of Reliance fresh is lower than the other
competitor?
•
•
• Yes ( )
• No ( )
• Equal ( )
• No idea ( )
•
• Q20. Are you satisfied with the services of the reliance fresh outlet?
•
•
• Yes ( )
• No (

77
• )

78