BUSINESS SURVEY REPORT

A report submitted in partial fulfillment of the

requirements

for the award of degree of

MASTER OF COMMERCE

(Hons.)

By

ROHIT MAGAR

Roll no:20PCOM29

On the topic

CUSTOMER SATISFACTION AT RELIANCE FRESH

PRODUCT IN ROURKELA

Sir Dhiren Kumar Mahanta (HOD), Dept of

commerce

GOVERNMENT AUTONOMOUS COLLEGE, ROURKELA

 DECLARATION
I hereby declare that the Business Survey Report on
“Customer Satisfaction At Reliance Fresh Product In
Rourkela” submitted by me to HOD, Department of
Commerce, Government Autonomous College, Rourkela, in
partial fulfillment of the requirement for the reward of M.Com
(Semester 3) is my original piece of work carried out by me
under the guidance of our HOD, Sir Dhiren Kumar Mahanta. I
further declare that the work reported in this project has not
been submitted and will not be submitted, either in part or in
full, for the award of any other degree in this institution or any
other institution or university.

Place: Rourkela Signature of the student

Date:

GOVERNMENT AUTONOMOUS COLLEGE, ROURKELA

 CERTIFICATE

This is to certify that the Business Survey Report entitled “Customer

Satisfaction at Reliance Fresh Product in Rourkela” submitted to the
PG Department of Commerce, Government Autonomous College,
Rourkela, in partial fulfillment for the award of the degree of M.Com,
is record of bona fide work carried out by Shri Rohit Magar, Roll No.
20PCOM29, under my guidance.

All help received by him from various sources have been duly
acknowledged.

No part of this report has been submitted elsewhere for the award of
any other degree.

Place: Rourkela HOD, Sir Dhiren Kumar Mahanta

Date: PG Department of Commerce

Government Autonomous College,

Rourkela

GOVERNMENT AUTONOMOUS COLLEGE, ROURKELA

 BUSINESS SURVEY REPORT
Customer Satisfaction at Reliance Fresh Product in
Rourkela

Abstract:
Customer Satisfaction is a measure of low product service supplied if
a company can meet the customer expectations customer satisfaction
is still one of the single strongest predictors of customer retention. It
is considerably more expensive to attract new customers than it is to
keep old ones happy. In a climate of decreasing brand loyalties,
understanding customer service and measuring customer satisfaction
are very crucial. There is obviously a strong link between customer
satisfaction and customer retention. Customer perception of service
and quality of product will determine the success of the product or
service in the market. The principal outcomes are a survey report.
What the report suggested, revealed or indicated. This usually refers
to the totality of the outcomes, rather than the conclusions or
recommendations drawn from them. And our findings are purely
based on the primary and secondary data collected and analyzed using
various statistical tools. In the survey, interviews and study conducted
above, I came across many factors that influence the consumer’s
satisfaction on organized Reliance Fresh retail stores and their
subsequent shopping and buying decisions.

GOVERNMENT AUTONOMOUS COLLEGE, ROURKELA

 INTRODUCTION

India has been rather slow in joining the organized retail revolution
that was rapidly transforming the economics in the other Asian tigers.
The food retailing outlets in India are growing at a very fast rate in
every city. The food retailing outlets in the recent years have shown
tremendous impact in buying decisions of the consumers. Retailing is
one of the largest in the global economy, and is going through a
transition phase in India. The need of catering the shopping
experience has been fulfilled by the shopping malls. They let
customers experience their freedom of choice. They not only offer
variety but also executive transparent pricing. India’s retail industry is
the second largest sector, after agriculture. And this is why a number
of research has been done about the retailing sector both globally and
nationally. Each research contributed to our knowledge and showed a
path for further research and findings. India’s service sector has
matured considerably during the last few years and has been globally
recognized for its high growth and development. The Indian retail
market , which is the fifth largest retail destination globally, has been
ranked as the most attractive emerging Market for investment in the
retail sector by AT Kearney’s eighth annual Global Retail
Development Index (GRDI), in 2009. As per a study conducted by the
Indian Council for Research on International Economic Relations
(ICRIER), the retail sector is expected to contribute to 22 percent of
India's GDP by 2010. Here, I present the findings gathered and the
suggestions I offer to companies based on the data gathered and
analyzed.

GOVERNMENT AUTONOMOUS COLLEGE, ROURKELA

 OBJECTIVE OF THE SURVEY

➢ To study the demographic variables influencing customers to

buy from Reliance Fresh

➢ To study various factors affecting customer satisfaction in.

➢ To compare reliance outlet and Kirana stores on the basis of

consumer satisfaction.

➢ Level of satisfaction of ‘Reliance Fresh’ outlet in Rourkela

users.

➢ To analyze various offers at reliance fresh and their success.

➢ The report aims to reveal the market status and competition for
Reliance Fresh.

➢ It helps the company in strategy formulation and planning for

further improvement

GOVERNMENT AUTONOMOUS COLLEGE, ROURKELA

 METHODOLOGY
In view of the pertaining COVID-19 situation, the best and suitable
method I can think of to execute a survey which will get the most
accurate and fairest results is online survey method. The online survey
is conducted by creating a questionnaire in the “Google forms”.
Google forms ensure that there is easiness for the respondent as well
as the surveyor. The questionnaire holds every purpose that we need
to find out.

The mandatory Gmail validation kept the authenticity of the

responses. Maximum number of people are reached out through
various social media platforms like Facebook, WhatsApp, Instagram,
telegram.

The total population of Rourkela is approximately 6,31,000 in 2021.

A sum total of 41 responses were received which I took as the sample
base of the survey. And for which I shall be submitting 40 as
documents for authentication.

The collected data are converted into some tabular charts, pie charts,
bar graphs to make it understandable. Various suggestions and
recommendations are made at the end of the report.

GOVERNMENT AUTONOMOUS COLLEGE, ROURKELA

 FINDINGS OF THE SURVEY
1. Number of participants according to gender.
Sl.n responses Number of percent
o: people age
1. Male 31 75%
2. Female 10 25%
3. Other 0 00.0%

Number of participants according to age group:

SL.NO: Age Number of people percentage
group
1. 15-20 00 00.0%
2. 20-20 34 82.9%
3. 25-40 07 17.1%
4. 40 & 00 00.0%
above

GOVERNMENT AUTONOMOUS COLLEGE, ROURKELA

GOVERNMENT AUTONOMOUS COLLEGE, ROURKELA
GOVERNMENT AUTONOMOUS COLLEGE, ROURKELA
GOVERNMENT AUTONOMOUS COLLEGE, ROURKELA
 SUGGESTIONS CUM BUSINESS STRATEGY
MANAGERIAL IMPLICATIONS

This study will help the management to find problems and to

solve them in the following way:

➢ To Create awareness and manage home delivery services

properly assortment of various product categories.

➢ Cleanliness and hygiene should be maintained regularly.

➢ Proper training should be provided to sales people so that they

can deal with the customer efficiently and demonstrate about the
products.
➢ Various schemes and festival offers, cash discounts on bulk
purchase can be provided to attract new customers.
➢ Providing credit facilities to loyal customers increases sales
volume. Most of the customers are expecting gifts, discounts,
offers to Reliance Fresh and have to introduce special benefits
on huge purchases.

➢ Reliance Fresh has to improve its promotion strategy.

➢ Selecting the store location is very important. It may include

parking space for vehicles, lighting and fixtures arrangement of
merchandise, location of billing counters.

➢ Quality and variety of the products should be up to the mark, in

Retail stores so that it attracts a larger number of customers.

GOVERNMENT AUTONOMOUS COLLEGE, ROURKELA

➢ Different advertising mediums should be adopted to bring
awareness to shoppers about the retail store and its product.

➢ There should be a proper assortment of various product

categories. In an era of hyper competition retailers could adopt
E- retailing which would benefit to deliver better services,
assortments, products information, speed, price and so on.

➢ International brands could be made available in retail stores.

➢ The no. of cash counters need to be increased, keeping in view

the customer traffic intensity.

SOCIAL IMPLICATIONS

➢ It will help researchers in future research on retailing sectors.

➢ It will give customers and the general public a brief insight into
various offers and discounts given at reliance smart time to time.

➢ It will also guide the emerging entrepreneur in the online

retailing sector to set their marketing strategy and to know
customer perception.

➢ It will fill up the research gap in this area.

GOVERNMENT AUTONOMOUS COLLEGE, ROURKELA

 LIMITATION

➢ The sample size is small for the accurate study of the customer.

➢ Some respondents might have given biased answers which

might have an impact on the findings of the studies.

➢ Lack of prior research studies on the topic respondents don't

have time to read the full questionnaire as they fill it randomly.

➢ Due to the small size of the sample, it’s difficult to identify

significant relationships with the customers.

➢ Respondents tried to escape some statements simply.

GOVERNMENT AUTONOMOUS COLLEGE, ROURKELA

 CONCLUSION

I conclude this survey with this, the demand for fresh products is still
the same in the market. The study is an attempt to measure customer’s
satisfaction at Reliance Fresh Products in Rourkela. The customers
are the main asset for any organization, without satisfying them no
organization can be run well. Customer Satisfaction towards retail
stores is affected by various factors. This survey was meant to identify
the customer satisfaction level. Reliance Fresh retail stores. Findings
of this research suggests that the level of customer satisfaction 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 outlets. It is found that most of the customers of
Reliance Fresh retail store in Rourkela are satisfied by the quality of
service, convenience, complaint handling and employees behavior
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 Products have been
fairly successful with their marketing strategies and customer
retention, but they still have 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 and V (Fruits and Vegetables) Section. As it is
perishable in nature and has a short shelf life, it requires more
concentration. Store should take care of intend because proper intend
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 and V ( Fruits and Vegetables, Proper cleaning etc. and
last but not the least by increasing the sales not only of F and V.

GOVERNMENT AUTONOMOUS COLLEGE, ROURKELA

I can conclude that Reliance Fresh is a good retail product for
shopping compared to other retail products such as Big Bazaar, Smart,
Nilgiris etc. The strategy of Reliance Fresh Product 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 behavior of sales personnel in the store is also a reason
for the increase in sales. Due to the upsurge of the retail sector,
unorganized 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 leagues.

GOVERNMENT AUTONOMOUS COLLEGE, ROURKELA