Institute of Management and Planning & Advance Computer Training

(IMPACT), Patna

AFFILIATED TO ARYABHATTA KNOWLEDGE UNIVERSITY, PATNA

A PROJECT REPORT ON CUSTOMER SATISFACTION & PROMOTIONAL

ACTIVITIES IN RETAIL MANAGEMENT” (302505P)

In partial fulfilment of the requirement of the degree of Bachelor of Business

Administration (BBA)

2020-23

UNDER THE SUPERVISION OF SUBMITTED BY

Ms. PRIYA MISHRA PRIYESH KUMAR JHA

Faculty at Impact College Reg no. 20302316057

 ACKNOWLEDGEMENT

I take this opportunity to express my deep sense of gratitude, thanks and regards towards all
of the people who have directly or indirectly helped me in the successful completion of this
project. And I am really grateful to state that I have managed to successfully complete the 4
weeks internship on time.

I am grateful to all faculty members of IMPACT College, Patna and Aryabhatt Knowledge

University to keep vision on our project and also my friends who have helped me in the
successful completion of this project.

I would like to thank our college Director Sir Mr. Manish Singh, Principal Sir Dr. Sachin
Bhaskar for their constant guidance to conduct the present arduous project.

I also sincerely thank you Mr. PRATIK KUMAR sir (STORE MANAGER) for his constant
supervision as well as for providing me with the necessary information regarding the
Internship Program Assignment and also his support in completing this internship
assignment.

I wish to exp0ress my deep sense of gratitude to my project guide Ms. PRIYA MISHRA
(Faculty) for his valuable guidance and help in completion of this project work.

Last but not the least I am thankful to my parents, friends and relatives who provided me
their precious time, support and inspiration needed to prepare this project.
 PROJECT DETAILS

The education system has been affected vastly in the worldwide due to COVID-19
pandemic. This led to the near-total closure of school, colleges and universities. The
coronavirus pandemic has up end business for various colleges and universities. The
campuses have shifted to remote learning almost overnight. The whole, including India,
is passing through unprecedented difficult times due to the outbreak of COVID-19
Pandemic. The teaching and learning processes along with research activities have been
severely interrupted as most of the colleges and universities have been shut for some
time period due to National Lockdown. Various colleges have adopted appropriate
strategies which enables the UG student pursuing Project in view of the prevailing
circumstances as per the latest UGC guidelines.

The college has contemplated to assign partial internship in which students have to go to
any office/ workplace and get work exposure. As this is a phase of lockdown and to fight
the COVID-19 Pandemic we need to follow all preventions like maintaining social
distance in the office/ workplace.

In this view, we are assigned to create project report by our faculties on the topic which I
performed in my internship at the workplace. So, I have created the project report on the
following topic:

“Study on Retail management with reference to FASHION FACTORY Inn”

GUIDE DETAILS
Ms. PRIYA MISHRA

FACULTY
MBA IN

EXPERIENCES:
MORE THAN 5 YEARS OF TEACHING EXPERIENCE AT COLLEGE IN BIHAR.
WORKED AS FACALUTY IN VARIOUS COLLEGES OF BIHAR AND WORKED AS
TERRITORY SALES MANAGER IN TELENOR INDIA PVT.LTD AT PATNA.

Ms. PRIYA MISHRA

 PROJECT SUPERVISOR DETAILS

PRATIK KUMAR

E-Mail:PratikJSR1988@GMAIL.COM

PH-7004967433,8292828899

In pursuit of career enhancing opportunities in the field of:

~ Retail Operation in fashion apparel and Retail store operation ~

PROFESSIONAL OVERVIEW

 Diploma program in RETAIL MANAGEMENT with 14yrs. of valuable experience in the field of
Retail, Store Operations, Customer Relationship Management and Team Supervision. And Supply
Chain Management.

 From March 2022 to Till Now Working At Reliance Retail As a Cluster Manager (Trainee)
NSO At Cuttack.

 From sep 2020 to feb 2022 at MAX Fashion(LANDMARK GROUP) AS a STORE MANAGER At
Bangalore.

 From Aug 2018 To SEP 2020 Associated with Vishal Mega Mart As a STORE MANAGER At
Ranchi.

 From FEB 2015 to Oct 2018. Associated with FASHION @ Big Bazaar (FUTURE RETAIL
LTD). as a STORE MANAGER At Bhagalpur.

 From MAY2011 to JAN 2015 in Bharti Retail LTD as a TEAM LEADER At Gurugram.

 From March2008- MAY2011 in Planet-M as a Team Leader in Fashion Section & mobile
Department at jamshedpur.
 KRA DETAIL

Cluster manger IT Reliance Retail LTD

Significant Highlights:

 Handled 7stores with 48000Sq ft. fashion stores with looks Ladies Based Store like- Ethnic, western,
Accessories & footwear.
 Responsible for:
o P&L of Multiple store and currently working on positive Data.
o Finding out new opportunities to minimize cost and increase profit.
o SM,DM,TM/TL, training and development.
o MPM implementation
o Optimization of sales and margin.

 Key Responsibility:
o New product launches (AW, SS Summer& Winter).
o New Store launch with NSO Deal.
o Customer loyalty program.
o Shrinkage control.
o New customer acquisition
o Team motivation.
o DAD Control.
o Team Appraisal and Training With Growth
 Operations:
 Managing the day to day retail operations in the multiple stores.
 Adherence to Standard Operating Procedures of retail.
 Process compliance purely as per SOP, tracking and correction method.
 Roll out of new projects - POS (Point of Sale), SMT (Store Management. Tools), New Ops initiatives.

STORE MANAGER MAX FASHION (LANDMARK GROUP)

 Significant Highlights:

 Handled 12000 Sq fashion store with looks Men’s, Kids Ladies Home Furnishing footwear & Entire
Accessories .Lead & direct 30 TMs, 5 TL with 3 DEPATMENT MANAGERS.

 Responsible for:
o P&L of the Department and currently working on positive Data.
o Finding out new opportunities to minimize cost and increase profit.
o Optimization of stock cover.
o TM/TL, training and development.
o MPM implementation
o Optimization of sales and margin.
 CERTIFICATE OF ORIGINALITY

This is to certify that the project report entitled “Study on Retail stores & retail

management with reference to Fashion Factory Inn” Submitted to Aryabhatt Knowledge

University in partial fulfillment of the requirement for the award of the degree of

Bachelor of Business Administration, is an original work carried out by Mr .Priyesh

Kumar Jha, Registration No.: 20302316057 under the guidance of Ms .Priya Mishra. The

matter embodied in this project is a genuine work done by the student and has not been

submitted whether to this University or to any other University / Institute for the

fulfilment of the requirement of any course of study.

____________ _____________

MS.PRIYA MISHRA PRIYESH KUMAR JHA

FACALUTY STUDENT

IMPACT COLLEGE

PATNA
 DECLARATION OF GUIDE

I the undersigned, a BBA student of IMPACT College bearing registration number

20302316057 do solemnly declare that project work titled “Study on RETAIL
STORES & RETAIL MANAGEMENT with reference to FASHION FACTORY
Inn” is based on my own work, carried out under the supervision of guide Ms. PRIYA
MISHRA . I assert that the statements made are the outcome of my work. I ensure that
project work is original, not a copy paste job and consequences of plagiarism. I affirm
that this project work has not been submitted whether to this University or to any other
University/Institute for the fulfilment of the requirement of any course of study.
 DECLARATION OF STUDENT

I the undersigned, a BBA student of Impact College bearing registration number

20302316057 do solemnly declare that Project work titled “Study on RETAIL
MANAGEMENT in a selected industry of Bihar with reference to FASHION
FACTORY Inn” is Based on my own work, carried out under the supervision of guide
Ms. (Faculty at Impact College) Priya Mishra Mam. I assert that the statements made are
the outcome of my work. I ensure that project work is Original, not a copy paste job and
consequences of plagiarism. I affirm that this project work has not been submitted
whether to this University or to any other University/Institute for the fulfilment of the
requirement of any course of study.

_______________

PRIYESH KUMAR JHA

 TABLE OF CONTENT

Chapter No Tittle Page No

1 Introduction 13

2 Industry Profile 14

3 Company profile 14

4 Literature Review 15

5 Customer Satisfaction 16

6 Promotional Activities Reliance 17

fashion factory

7 Research Methodology 18

8 Data Analysis 19

9 Finding and recommendations 20

10 Conclusion 21

11 Bibliography 22

12 Annexure 23
CHAPTER-1
 INTRODUCTION

The Reliance Group, founded by Dhiru bhai 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 USS 66 billion. The flagship company, 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 Group's activities span exploration and production of oil and gas, petroleum refining and
marketing, petrochemicals (polyester, fibre intermediates, plastics and chemicals), textiles,
retail, infotel and special economic zones.
Reliance enjoys global leadership in its businesses, being the largest polyester yarn and fibre
producer in the world and among the top five to ten producers in the world in major
petrochemical products.
Major Group Companies are Reliance Industries Limited, including its subsidiaries and
Reliance Industrial Infrastructure Limited.
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 Group's activities span exploration and production of oil and gas, petroleum refining and
marketing, petrochemicals (polyester, fibre intermediates, plastics and chemicals), textiles,
retail, info hotel and special economic zones.
Reliance enjoys global leadership in its businesses, being the largest polyester yarn and fibre
producer in the world and among the top five to ten producers in the world in major
petrochemical products.
Major Group Companies are Reliance Industries Limited, including its subsidiaries and
Reliance Industrial Infrastructure Limited
CHAPTER-2
 INDUSTRY PROFILE
Retail Industry in India
Retail industry as of June 2013
Introduction
The Indian retail industry has been thrown open to foreign majors and is packed with players
who strive to offer great products and value-for-money to Indian consumers. The country
holds vast promise for retailers with its burgeoning spending power and rising middle class.
The USS 500 billion market, growing at an annual rate of about 20 per cent, is largely
dominated
by small shops and stores as of now. The organised segment is in its nascent stage and has
huge
potential to harness in the sub-continent. Foreign giants like Wall-mart and IKEA have
recently
received the Government's nod to enter the Indian market, after making all the necessary
compliances.
Market Size

⚫ India's retail market is majorly dominated by the unorganised sector. Organised segment
accounts for 8 per cent of the total retail landscape, according to a study by Booz & Co
and RAI.

⚫ The Indian retail industry has expanded by 10.6 per cent between 2010 and 2012 and is
expected to increase to USS 750-850 billion by 2015, according to another report by Deloitte.
Food and Grocery is the largest category within the retail sector with 60 per cent share
followed by Apparel and Mobile segment.

⚫ The foreign direct investment (FDI) inflows in single-brand retail trading during April
2000 to December 2012 stood at USS 95.36 million, as per the data released by Department
of Industrial Policy and Promotion (DIPP).
 Online Retail
Internet is the buzzword in India these days. People have online access 24x7 through their
laptops, iPads and mobile phones. As a result they have continued access to online retail
markets as well. Online retailers are emerging as important sales channels for consumer
brands in India as more and more people, especially the young generation, are shopping
online. From apparel to accessories, kids and infants" product lines and almost everything
under-the-sun is available on the net these days. Apparel and accessory brands, such as Puma,
Nike and Wrangler, have
recorded a big increment in online sales in 2012, led largely by purchases from smaller
towns.

Kottayam, in Thiruvananthapuram, is an emerging market for luxury cars. BMW has

launched its 'mobile showroom' in the city wherein people can check-out the brands" models
and go-in for a test drive as well. A weather-proof and air-conditioned structure, the mobile
showroom is a replica of BMW's luxurious dealerships.

. Hindustan Unilever (HUL), India's largest packaged consumer goods firm, will soon launch
the country's first liquid laundry detergent, hoping that wealthy consumers will not be
hesitant to pay a premium for a product that promises to make their laundry chore easier. The
company claims that the new product removes stains two times better than any other
detergent powder in the market. With 90 per cent penetration in the core detergent space,
HUL is trying to create newer consumption opportunities in the over Rs 15,000 crore (USS
2.51 billion) laundry market with niche and premium products including Comfort fabric
conditioner and Rin liquid blues in the post-wash segment

Ville roy & Boch AG, the Germany-based bath, wellness and tableware firm, has partnered
with Delhi-based Genesis Luxury Fashion to commence its operations in single-brand retail
trade in India. Ville roy & Bosch's application, seeking 50 per cent equity in the joint venture
(JV) company for single-brand retail trade, has recently got a nod from the Foreign
Investment Promotion Board (FIPB). The FDI infusion in the JV would be to the tune of Rs
1.12 crore (USS 187,463.60). Genesis Luxury Fashion, that has brands such as Paul Smith,
Bottega Veneta, shoe brand Jimmy Choo, Italian label Etro and Armani and home and
personal care products from Crabtree and Evelyn under its business in India, will exclusively
manage the distribution of Ville roy & Boch tableware products in the country. The alliance
ensures the establishment of a distribution network through the opening of Ville roy & Boch's
exclusive retail stores in India.
.
In a bid to tap the branded footwear market in India, which is estimated to be about Rs 30,000
crore (USS 5.02 billion), Aero Group (known for its flagship Woodland brand) is planning to
revive one of its old brands, Woods. The company is contemplating to open around 30 new,
revamped Woods stores in 2013. The eight-year-old brand would now lay its focus on the
fashion quotient, rather than the typical outdoor, rough and tough image of Woodland, and
will have more of the range for women.

RP-Sanjiv Goenka Group's company Spencer's Retail is on an aggressive growth strategy,

with a focus on hyper-format stores. The company intends to infuse about Rs 600 crore (USS
100.46 million) in setting up new stores and come out with branded and co-branded products
in the food and beverage segment. One of the official spokesperson from the company
revealed that Spencer's would set up 80 hyper stores in the next 48 months. As of now, the
company has 132 stores, including 26 hyper stores, 14 super market and 92 daily
(convenient) stores.

⚫ Godrej Interio, the furniture retailing arm of Godrej Group, is aiming for Rs 5,000 crore
(USS 837.14 million) of turnover by 2016-17, with plans to invest over Rs 300 crore (US$
50.23 million) to expand manufacturing capacity and retail stores. The company is planning
to set up more than 75 stores in 2013 itself with focus on tier II and III cities. The Indian
branded furniture market is worth about Rs 10,000 crore (US$ 1.67 billion) out of which
Godrej Interio accounts for 15 per cent of the share. The company also plans to establish 200
speciality stores which will design and built products according to the consumer's
convenience and preference.
Government Initiatives
The Cabinet Committee on Economic Affairs (CCEA) has recently approved Swedish
furniture retailer IKEA's application to enter the Indian industry and set up a single brand
retail venture in the country. FDI would be to the tune of Rs 10, 500 crore (US$ 1.76 billion),
making it the largest investment to be made by a foreign brand in the Indian retail sector.
Moreover, the Government may further simplify investment norms in multi-brand retail to
please foreign retailers who intend to invest in India but are a little hesitant on certain clauses.
Mr Anand Sharma, the commerce and industry minister, has re-iterated that any FDI proposal
in multi-brand retail will be fast-tracked for sure.
Road Ahead
The overall Indian retail sector is expected to grow 9 per cent in 2012-16, with organised
retail growing at 24 per cent or three times the pace of traditional retail (which is expected to
expand at 8 per cent), according to the report by Booz & Co and RAL Deloitte also seconds
this forecast and expects that organised retail, which constitutes eight percent.

Meaning of Retail
The word "RETAIL" is derived from the French word RETAILLIER, meaning to cut piece
off or to break bulk. Retailing in India is as old as India itself.
 Definition: Retail is the sale of goods to end user, not do resale, but for use and consumption
by the purchaser. The retail transaction is at the end of supply chain manufacturer sell large
quantities of products to retailers, and retailers sell small quantities of those products to
consumers.

Philip Kotler defines retailing as:

All activities involved in selling goods or services to the final customer for personal use in
today's scenario our retailer does not exist in the brick and mortar from alone. She/he can do
it by using the telephone, by direct mails, by using the Internet or absolute impersonally by
using vending machines.

Evolution of the Indian Retail Sector

Traditionally retailing in India can be traced to

⚫ The emergence of the neighbourhood…

Emergence of hyper and super markets trying to provide customers with 3 V's- Value,

Variety, Volume.
Major Players in Indian Retail Industry:
• Shoppers Stop

⚫ Westside

⚫ Pantaloons

⚫ Lifestyle

⚫ Crossword

⚫ Wills Lifestyle

⚫ RPG Retail (Spencers, Music world)

⚫ Globus

⚫ Ebony Retail Holdings ltd.

+

International retailers:

There has been greater influence of brands like Wal-Mart, Tommy Hilfiger, Carrefour, Marks
& Spencer's, Nike, etc in the big cities of India for long.
 Reliance in retail

Reliance Retail Limited (RRL) is a subsidiary of Reliance Industries Limited, which is based
in Mumbai. RRL was set up in 2006 and marks the foray of the Reliance Group into
organized retail. RRL has been conceptualized to include growth for farmers, vendor
partners, small shopkeepers and consumers. It is based on Reliance's backward integration
strategy, to build a value chain starting from farmers to consumers.
Business Divisions
Reliance Retail Ltd. has a number of company-owned outlets along with a franchisee format
that would be in collaboration with Kirana shop owners. Its various divisions are:

a) Reliance Mart: It is designed to be an all under one roof supermarket that again caters to
household needs.
b) Reliance Fresh; It was the first amongst various format stores to be launched by Reliance
Retail Ltd. The ideology behind the initiative has been to bring "Farm to fork" thereby
removing middle men and benefitting both farmer and consumer. The stores would typically
be of an area of around 3,000-5,000 sq ft. Each store is to provide fresh fruits, vegetables and
also products of Reliance Select and other related groceries.
c) Reliance Super: It will be a smaller version of the hypermarket format. It is to offer over
10,000 products in various categories like grocery, home care, stationery, pharmaceutical
products, apparels & accessories, FMCG, consumer durables & IT, automotive accessories
and lifestyle products. Reliance Super stores are to be large supermarkets with an area of
4,000 to 10,000 sq. ft. and will not sell fruits and vegetables like Reliance Fresh.
d) Reliance Digital:
It is a consumer electronics concept mega store. It is designed to be a one stop shop for all
technology solutions in the field of consumer electronics, home appliances, information
technology and telecommunications. The stores are to cover an area of more than 15,000 sq.
ft. and offer a variety of over 4,000 products spread across 150 brands along with solution
bundles to meet diverse customer needs. The staff will counsel and guide customers not only
to buy products but also provide complete solutions to ensure consumers buy the right
product at the right price. It will continue to offer Reliance One, a common membership and
loyalty program across all formats, which follows the philosophy Earn Anywhere, Spend
Anywhere". It shall also provide finance options for purchases. Reliance Digital is to be a
large format store spread across 15,000 to 35,000 sq. ft. and is scheduled to come up in 70
cities in India in the near future.
e) Reliance Wellness
It is a chain of specialty wellness stores that would offer pre-emptive, curative as well as
health and beauty solutions. The store is to add value to people's lives, by providing products
and services that will proactively work to enrich people's body, mind and spirit. It is to house
world class products under one roof and also educate consumers on their health needs, thus
enabling them to take charge of their health. It will sell international and national brands like
H20. Neutrogena, Olay, Sports Nutrition, etc. They will also house alternate medicine, health
books & music. The stores are to showcase Wellness Events, Seminars, Workshops and
Advisory camps on contemporary wellness issues like diabetes, hypertension, fitness, diet
and nutrition, weight management and skin care.
f) Reliance Footprints:
It is a specialty footwear store that would offer over 25,000 pairs of formal, casual, ethnic,
party wear and sports wear in men, women and children footwear. The store is to be spread
over 7.500 square feet and be dedicated to footwear, handbags and accessories. The design of
Footprint was conceptualized by Pavlik of USA which is one of the best design houses in the
world keeping in mind the taste and preferences of the Indian consumer. It shall offer brands
from Europe and America like Josef Siebel, Rockport, Hush Puppies, Lee Cooper Clarks,
Levis, Nike, Adidas, Piccadilly, Dr. Scholl's and more. For kids, Crosses and Disney will be
showcased. The store plans a pan-India presence by opening over 15 more specialty stores.
g) Reliance Jewels:
It is a stand-alone fine jewellery format. It is to be a one stop shopping destination for fine
jewellery. Reliance Retail ventured into gems and jewellery trade with the aim of launching
300 stores all over India within a 3 year time frame. With a growing demand for jewellery
and lower competition. The gold jewellery range shall include Kolkata Filigree, Rajkot
minakari jewellery, Kundan from Jaipur, Temple jewellery from Kerala, Jadau from Amritsar
and more. In Diamond jewellery, Reliance Jewels will offer the finest quality of diamonds
and the widest range of daily wear, party wear and wedding designs.
h) Reliance Timeout
With over 56,000 products Reliance Timeout will offer customer an extensive range of
merchandise in books, music, stationery, toys and gifts. It is to a format based on the ideology
to provide a place where a consumer can unwind and relax, browse and buy a book, sample
some music, choose a gift, and buy a toy or some exclusive stationery for themselves.
Reliance Timeout will offer a comprehensive range of products in these categories along with
an attempt to create a fascinating customer experience with a warm, lively ambience.
i) Reliance Fashion Factory
It is a specialty apparel store that will sell men, women and children's garments. The store
will carry the best of national and international brands like John Players, Peter England,
Indigo Nation, Wrangler, Reebok, and Lec, apart from in-house brands. The store layout is to
compliment the evolving taste and preference of fashion savvy consumers, giving them an
opportunity to view /shop with ease, along with well trained customer service associates, to
compliment the entire shopping process. Reliance Fashion Factory is operation with 123
stores across the country, providing employment to so many people and planning to launch
many new stores.
CHAPTER-3
Company Profile
: Reliance Retail
Company
Subsidiary Company
Reliance Fashion Factory
Founded : 2007
Headquarters Mumbai, Chairman and Managing Director
: Shri Mukesh Ambani
Stores at Bangalore city
: Reliance Fashion Factory at Mantri mall, Richmond Road, Jayanagar, Banashankari,
Phoenix market city mall. Gopelan mall. Meenakshi mall. Commercial Street, Malleswaram,
Ascendes mall, Kammanhalli.
The Apparel, Luggage and Accessories division of reliance retail has announced the launch
of their first Apparel speciality store "Reliance Fashion Factory".
All the Reliance Fashion Factory stores located at different places across Bangalore offer
some of the best Indian and International brands with each store's area of more than
15,000sq.ft. of shopping area, and has been designed and furnished by the best of the
international design agencies to offer a high style and lavish experience to the Indian
consumer.
The store layout compliments the evolving tastes and preference of fashion savvy consumers,
giving them an opportunity to view/shop with case, along with an army of well trained
customer
service associates to compliment the entire shopping process.
Riding on the tremendous success of Reliance Mart at various locations across India, the
apparel division of Reliance Retail is well on track to democratise fashion and make it
attainable to the masses.
This is being possible by the extraordinary design pool of Indian and International designers,
integrating the international design Fashion Factory and preferences of the Indian consumers.
The company is offering solutions to common maintenance problems through its state of the
art
innovative products like Ever White Shirts, Anti Stain Trousers, Wrinkle free range of
garments, aromatic clothes for infants and quick-dry sports wear that ensures optimum
moisture management.
Product quality has been ingrained into the DNA of Reliance Fashion Factory and is integral
to the mission of "Grahak Devo Bhava". The quality system are designed, implemented and
monitored as per international standards by a highly competent team of professionals.
To deliver the customer the best value for their money, only those products that demonstrate
an exemplary safety and quality meeting both implicit and explicit needs of the consumer are
approved for purchase.
Some of the quality standards that are being followed are American Association of textiles,
chemists and colourists. American Standard, ISO and BIS methods.
For the first time in organised retail, Reliance Fashion Factory is introducing Made to
Measure tailoring
service offering customised fits to all the customers buying fabric from the store at prices
compatible to neighbourhood tailors.
Reliance Fashion Factory is offering a homogenous mix of private label of brands across
men's, women's and children's category to fulfil every customer's requirements.
The Network range of garments comprises of formal office wear and collection for men and
women, while the Netplay range, showcases a smart casual collection for the evolving
workplace. The DNMX range has been developed with a clear focus on the youth of India,
offering them exclusively crafted fashion garments like Denims, T-shirts ete.
Sparsh range of Indian wear for women, offers the finest collection of salwar kurtas,
churidars and a fast evolving Mix and Match range of garments. An exclusive label Panda
has been developed for infants and toddlers, while the FRENDZ range of garments would
compliment the wardrobes of the growing generation of boys and girls.
Apart from these private labels, the store is also offering some of the most renowned brands
in the country like Levis Strauss Signature, Peter England, Indigo Nation, American
Tourister, John Players etc. Some designer labels either directly or through their sub brands
most of these exclusively for Reliance Fashion Factory.
Continuing the tradition of reaching out to the middle class of the country, the current
offering
from Reliance Fashion Factory is easily affordable to the Indian consumer. The specific
private label
called First Class, is designed to cater to the range of garments cutting across men's, women's
and children's wear to deliver extreme value to the Indian consumers.
Taking forward the voice of Shri Mukesh Ambani, Chairman & Managing Director, Reliance
Industries Ltd, Reliance Fashion Factory delivers unmatched affordability, quality and chain
of products and services to the consumer. Reliance Retail continues to fine tune its offering
and listening to its customers and learning from them. This as the Chairman envisions, will
be the beginning of transformation of Indian Retail with benefits for the consumer.
Private Labels By Reliance Fashion Factory
External Brand In Reliance Fashion Factory
Group vision

Democratize fashion, enrich quality of life of Indian households by giving them access to
quality fashionable clothing at extreme value.

Group mission

To be the India's largest apparel retailer and the dominant player in retail space.

USP

Q: Best Quality

F: Latest Fashion

T: Patented Technology

V: Value for Money

SWOT ANALYSIS

STRENGTH:

➤ Lower Price

> Coupons, Voucher

Promotional Products

Good Quality

> Value to money

Understanding the customer needs

Implementation of the pint theory (5 theory = greeting)

Offer on national holiday like 15 august, 26 jan, 16 junete Ultimate offer (offer for the whole
yr)
WEAKNESS:

Repeated Collections

Not Much Collections

> Lack Of Awareness

OPPORTUNITIES:

New Products: Expanding Beyond Clothing To Include More Shoes, Handbags

> Catalogs

Removing The Products Which Are Not Selling Much

THREATS:

Reliance Retail accomplishes Rs 10,000 crore turnover in 2012-2013

The company witnessed strong same store sales growth ranging from 7% to 18% across
format sectors over last year.
Reliance Retail, which operates about 1,450 stores across multiple formats in 129 cities,
reported a 42% jump in its revenues from operations at Rs 10,800 crore for the year ended
March 2013. In the last financial year, Reliance Retail achieved cash breakeven with earnings
before depreciation, finance cost and tax expense (PBDIT) of Rs 78 crore. Commenting on
the results, Mukesh D. Ambani, Chairman and MD, Reliance Industries Limited said. "We
are delighted to see our retail business achieving a milestone of annual revenue crossing Rs
10,000 crore and will further strengthen our position in this sector." The brand also
maintained the status of being the largest grocery retail chain in India and also intends to
continue expansion in all retail formats.

Despite challenging macroeconomic conditions, it witnessed strong same store sales growth
ranging from 7% to 18% across format sectors over last year.

During the financial year 2012-2013, Reliance business opened 184 new stores thereby
furthering their leadership positions in respective format sectors. In order to meet the
requirements of consumers in a connected world, Reliance Digital Express" format was
launched and this format provided cutting edge technology solutions to the customers and
helps them connect with their world from anywhere at any time. It also announced the
partnership with REISS, Superdry, Dune, Brooks Brothers and Stuart Weitzman.

The Joint Venture between Reliance Brands and Iconix which owns Ed Hardy and London
Fog brands for India signed a long term license relationship with Arvind Lifestyle Brands
and Kapsons respectively. At the end of March 2013, the company operated over 1,450 stores
in 129 cities across India. The membership of "Reliance One" loyalty program was
patronized by over 13 million members.
CHAPTER-4
LITERATURE REVIEW

Different people have defined marketing in different ways. The practice of management,
Peter Drucker wrote that "Because the purpose of business is to create a customer, the
business enterprise has two and only two basic functions: marketing and innovation,
Marketing and innovation produce results; all the rest are costs, Marketing is the
distinguishing, unique function of the business." In the words of Philip Kotler, "Marketing is
a Human activity directed at satisfying needs and

wants through exchange processes."

Survey Methodology

In statistics, survey methodology is the field that studies the sampling of individuals from a
population with a view towards making statistical inferences about the population using the
sample. Polls about public opinion, such as political beliefs, are reported in the news media
in democracies. Other types of survey are used for scientific purposes. Surveys provide
important information for all kinds of research fields, eg, marketing research, psychology,
health professionals and sociology. A survey may focus on different topics such as
preferences (e.g., for a presidential candidate), behaviour (smoking and drinking behaviour),
or factual information (eg, income), depending on its purpose. Since survey research is
always based on a sample of the population, the success of the research is dependent on the
representativeness of the population of concern (see also sampling (statistics) and survey
sampling).

Survey methodology seeks to identify principles about the design, collection, processing, and
analysis of surveys in connection to the cost and quality of survey estimates. It focuses on
improving quality within cost constraints, or alternatively, reducing costs for a fixed level of
quality. Survey methodology is both a scientific field and a profession. Part of the task of a

survey methodologist is making a large set of decisions about thousands of individual

features of a survey in order to improve it.
The most important methodological challenges of a survey methodologist include making
decisions on how to:
• Identify and select potential sample members.
⚫ Contact sampled individuals and collect data from those who are hard to reach (or
reluctant
to respond).

⚫ Select the mode for posing questions and collecting responses. ⚫ Train and supervise
interviewers (if they are involved).

⚫ Check data files for accuracy and internal consistency.

⚫ Evaluate and test questions.

⚫ Adjust survey estimates to correct for identified errors.

Selecting Examples:
Survey samples can be broadly divided into two types:

probability samples and non-probability samples. Stratified sampling is a method of

probability sampling such that sub-populations within an overall population are identified and
included in the sample selected in a balanced way.
Methods of data collection
There are several ways of administering a survey. The choice between administration modes
is influenced by several factors, including 1) costs, 2) coverage of the target population, 3)
flexibility of asking questions. 4) respondents' willingness to participate and 5) response
accuracy. Different methods create mode effects that change how respondents answer, and
different methods have different advantages. There Is A Competition From Stores Like Life
Style, Pantaloons, Shopper's Shop 5) response accuracy. Different methods create mode
effects that change how respondents answer, and different methods have different
advantages. The most common modes of administration can be summarized as:

Telephone

⚫ Mail (post)

⚫ Online surveys

Personal in-home surveys

Personal mall or street intercept survey

⚫ Hybrids of the above. .

Response formats

Usually, a survey consists of a number of questions that the respondent has to answer in a set
format. A distinction is made between open-ended and closed-ended questions. An open-
ended question asks the respondent to formulate his own answer, whereas a closed-ended
question has the respondent pick an answer from a given number of options. The response
options for a closed-ended question should be exhaustive and mutually exclusive. Four types
of response scales for closed-ended questions are distinguished:

⚫ Dichotomous, where the respondent has two options

Nominal-polytomous, where the respondent has more than two unordered options Ordinal-
polytomous, where the respondent has more than two ordered options

(bounded) Continuous, where the respondent is presented with a continuous scale

A respondent's answer to an open-ended question can be coded into a response scale

afterwards, or analysed using more qualitative methods.

Interviewer effects:

Survey methodologists have devoted much effort to determine the extent to which
interviewee responses are affected by physical characteristics of the interviewer. Main
interviewer traits that have been demonstrated to influence survey responses are race, gender
and relative body weight (BMI). These interviewer effects are particularly operant when
questions are related to the interviewer trait. Hence, race of interviewer has been shown to
affect responses to measures regarding racial attitudes, interviewer sex responses to questions
involving gender issues, and interviewer BMI answers to eating and dieting-related
questions. While interviewer effects have been investigated mainly for face-to-face surveys,
they have also been shown to exist for interview modes with no visual contact, such as
telephone surveys and in video-enhanced web surveys. The explanation typically provided
for interviewer effects is that of social desirability. Survey participants may attempt to project
a positive self-image in an effort to conform to the norms they attribute to the interviewer
asking questions.
Primary research:

Primary research consists of the collection of original primary data. It is often undertaken
after the researcher has gained some insight into the issue by reviewing secondary research or
by analyzing previously collected primary data. It can be accomplished through various
methods, including questionnaires and telephone interviews in market research, or
experiments and direct observations in the physical sciences, amongst others.

The term primary research is widely used in academic research, market research and
competitive intelligence.

Secondary research:

Secondary research involves the summary, collation and/or synthesis of existing research
rather than primary research, where data is collected from, for example, research subjects or
experiments.

In a market research context, secondary research is taken to include the re-use by a second
party of any data collected by a first party or parties.

In archaeology and landscape history, desk research is contrasted with fieldwork. Sometimes
secondary research is required in the preliminary stages of research to determine what is
known already and what new data is required, or to inform research design. At other

times, it may be the only research technique used.

A key performance area in secondary research is the full citation of original sources, usually
in the form of a complete listing or annotated listing.

Secondary sources could include previous research reports, newspaper, magazine and journal
content, and government and NGO statistics.
 Questionnaire

A questionnaire is a research instrument consisting of a series of questions and other prompts

for the purpose of gathering information from respondents. Although they are often designed
for statistical analysis of the responses, this is not always the case. The questionnaire was
invented by Sir Francis Galton.

Questionnaires have advantages over some other types of surveys in that they are cheap, do
not require as much effort from the questioner as verbal or telephone surveys, and often have
standardized answers that make it simple to compile data. However, such standardized
answers may frustrate users. Questionnaires are also sharply limited by the fact that
respondents must be able to read the questions and respond to them. Thus, for some
demographic groups conducting a survey by questionnaire may not be practical.

As a type of survey, questionnaires also have many of the same problems relating to question
construction and wording that exist in other types of opinion polls.

Types:

A distinction can be made between questionnaires with questions that measure separate
variables, and questionnaires with questions that are aggregated into either a scale or index
Questionnaires within the former category are commonly part of surveys, whereas
questionnaires in the latter category are commonly part of tests. Questionnaires with
questions that measure separate variables, could for instance include

Questions on:

Questionnaires with questions that are aggregated into either a scale or index, include for

instance questions that measure:

⚫ preferences (e.g. political party)

⚫ behaviours (e.g. food consumption)

⚫facts (e.g. gender)

⚫latent traits (e.g. personality traits such as extroversion) ⚫ attitudes (c.g. towards
immigration)

⚫ an index (e.g. Social Economic Status)

Question sequence

In general, questions should flow logically from one to the next. To achieve the best response
rates, questions should flow from the least sensitive to the most sensitive, from the factual
and behavioural to the attitudinal, and from the more general to the more specific.

Basic rules for questionnaire item construction

• Use statements which are interpreted in the same way by members of different

subpopulations of the population of interest.

. Use statements where persons that have different opinions or traits will give different
answers.

⚫ Think of having an "open" answer category after a list of possible answers.

• Use only one aspect of the construct you are interested in per item.

⚫ Use positive statements and avoid negatives or double negatives.

• Do not make assumptions about the respondent.

⚫ Use clear and comprehensible wording, easily understandable for all educational levels

• Use correct spelling, grammar and punctuation.

⚫ Avoid items that contain more than one question per i

CHAPTER-5
 CUSTOMER SATISFACTION

CUSTOMER SATISFACTION:-

Customer service is the provision of services to customers before, during and after a
purchase. According to Turban "Customer service is a series of activities designed to enhance
the level of customer satisfaction that is, the feeling that a product or service has met the
customer expectation."

Its importance varies by product, industry and customer, defective or broken merchandise can
be exchanged, often only with a receipt and within a specified time frame. Reliance Fashion
Factory will often have a desk or counter devoted to dealing with returns, exchanges and
complaints, or will perform related functions at the point of sale; the perceived success of
such interactions being dependent on employees "who can adjust themselves to the
personality of the guest,"

Customer service plays an important role in an organization's ability to generate income

and revenue. From that perspective, customer service should be included as part of an

overall approach to systematic improvement. A customer service experience can change the
entire perception a customer has of the organization. Customer support is a range of customer
services to assist customers in making cost effective and correct use of a product. It includes
assistance in planning, installation, training, trouble shooting, maintenance, upgrading, and
disposal of a product.

A multi-task position drawing on extensive CUSTOMER SERVICE experience to advance a

proven track record for developing and maintaining key accounts and improving
departmental efficiencies.

Obiectives of Customer Services

• Provide customers and staff with clear standards and expectations.

• Ensure all the customers contact reaches appropriate conclusions.

• Minimize incidences of repeat contact.

⚫ Seek to provide a seamless service for customers

Provide equal and easy access to our services at a time, place and channel that meet the

needs of residents, businesses and other stakeholders

⚫ Cater for customers needs irrespective of age, gender, physical or financial ability, ethnic
origin, race, religion or geographical location

• Provide a prompt, courteous and knowledgeable response to all customer enquiries.

⚫ Equip our staff to provide customers with an excellent standard of service

⚫ Enable our customers to provide feedback easily, through complaints, customer surveys,

⚫ Use customer compliments, comments and complaints to drive improvements to service

Improve the speed, quality and consistency of response to enquiries by having our

information in a format that can be easily accessed

Customer Segmentation of Reliance Fashion Factory

⚫ Reliance Fashion Factory target higher & upper middle class customers.

The large and growing young working population is a preferred customer segment.

⚫ Reliance Fashion Factory specially targets working women & home markets who are the

primary decision maker.

⚫ Reliance also targets on the young population of the country as they will follow fashion
mostly and of reliance promotes itself as the India's largest fashion destination

Good customer service is the lifeblood of any business. You can offer promotions and slash
prices to bring in as many new customers as you want, but unless you can get some of those
customers to come back, your business won't be profitable for long. Good customer service is
all about bringing customers back. And about sending them away happy enough to pass
positive feedback about your business along to others, who may then try the product or
service you offer for themselves and in their turn become repeat customers.

The field of my research is Customer Satisfaction which focuses on customer's perceptions.

Many firms are interested in understanding what their customers thought about their
shopping or purchase experience, because finding new customers is generally more costly
and difficult than servicing existing or repeat customers.

Such researches provide a wider scope to the firms in the terms of high customer satisfaction.

Definition:

CUSTOMER SATISFACTION

Customer Satisfaction, business term of how the products and the services supplied by the
company meet or surpass the customer expectation. It is the key performance indicator within
the business. Customer satisfaction can greatly achieved by imparting Customer Relationship
Management (CRM) in the company.

BUSINESS TECNIQUES OF CUSTOMER SATISFACTION

One of the key customer satisfaction techniques is the need to provide front line employees
with the ability to respond to customer situations quickly without then end to ask for
permission"

⚫ Innovation drives customers' satisfaction. As customers' needs keep changing, an

innovation-driven company is capacitated to exceed customers' expectations. • To provide

after sale services.

⚫ Listen actively and carefully.

⚫ Anticipate that the customer will be asking questions. They may be easy, they may be
hard. But encourage them anyway. If you cannot provide an answer, promise to find out

the answer from someone who can. • Be patient, look from the customer's point of view and
work from there. This point of
view will always give you the best outlook on the situation. ⚫ Always keep a smile on your
face when dealing with customers which can lead to

customer satisfaction. This positive attitude can rub off and turn a potentially negative
situation into a positive experience

RECENT METHODS THAT TODAYS FIRM ADOPT TO INCREASE THE

CUSTOMER SATIFACTION

In order to stay competitive and remain profitable, businesses have to focus on the quality of
their customer service. Companies that invest time, energy and money into developing and
nurturing quality so customers can have a satisfactory experience are going to be more
profitable and better likely to experience more sustained growth over the long-term.

Customer-Centric Attitude

Operations should be customer-centric meaning that the customer's best interests should
always be foremost. Service should be offered in a helpful way and with as mile. Both
management and employees should show interest towards the customer and strive to give
them a good experience.

Today's companies must strive even harder than abiding by this golden rule of customer
service.

Customer care;

Is something which is done even after the product is purchased. Many companies are
interested in knowing the reason why consumers have purchased the goods and services or
even the goods are not purchased. Managers interested in customer care try to collect a
database as to why the customers have purchased the competitors product and service and
what will be the level of satisfaction if it is introduced in our product or service. And also to
find the level of expectations and their level of dissatisfaction.

Customer focus:

Is attained when everyone in the organization make efforts to focus the activities towards the
satisfaction of the customers right from the stage of new product planning and to product
modification to the stage of elimination of the goods and services everything revolves around
the customers. All the activities are focused on the customer satisfaction.

Customer Service Training: Another strategy to improve customer satisfaction is to invest in

customer service training. All employees should be on board with how to treat customers and
help them gain a valued experience. The quality of customer service can easily make or break
a business.
Customer care

Is something which is done even after the product is purchased. Many companies are
interested in knowing the reason why consumers have purchased the goods and services or
even the goods are not purchased. Managers interested in customer care try to collect a
database as to why the customers have purchased the competitors product and service and
what will be the level of satisfaction if it is introduced in our product or service. And also to
find the level of expectations and their level of dissatisfaction.

Customer focus

Is attained when everyone in the organization make efforts to focus the activities towards the
satisfaction of the customers right from the stage of new product planning and to product
modification to the stage of elimination of the goods and services everything revolves around
the customers. All the activities are focused on the customer satisfaction.

Customer Service Training

Another strategy to improve customer satisfaction is to invest in customer service training.

All employees should be on board with how to treat customers and help them gain a valued
experience. The quality of customer service can easily make or break a business.
The experience the people have received is the most important aspect in selling pure services
or services with tangible goods. Once the customers is satisfied with the service his loyalty
towards that product or company is at its peak

Companies today are doing a lot of self- introspection that they are really giving the said
services to the customers.

Companies are spending more money and time to see that the services are evaluated and
improved as per the expectations of the customers. In fact, the companies globally known for
their services are always in the process of finding opportunities to improve on the quality of
the services. Better results can be seen when the organizations makes use of external,
internal, and interactive marketing.
Communication

Communication with customers is also important. It's a good idea to always provide
customers with ways they can contact you and offer ways to contact them (if they choose).
Offering e-mail, telephone line, web contact or other ways for customers to offer comments
and/or complaints is of value.

Customer Relationship Management Software

Customer Relationship Management is a process of managing detail information about

individual customer and carefully managing all the customers touch points with the aim of
maximizing customer satisfaction and customer loyalty. Customer Relationship Management
Software. Customer relationship management (CRM) software has become a strategy many
companies employ to help increase customer satisfaction.

Through using CRM tools and accompanying philosophy, businesses can examine and
analyze.
what customers want and strive to meet this demand before they even walk in the door.
BENEFITS

⚫ CRM aims at individual customers. It tries to develop customers relationship by looking

into his needs and requirements.

⚫ CRM helps in two way communication by understanding the messages of the customers
and responding to it. There by gaining customer loyalty.
CRM helps to customize the products and thereby reducing the rate of customer
defection.

⚫ CRM tells the company what product or service the customer needs today and what it
will need in future.
Being interested in customer feedback is always a valuable practice to engage in to increase
customer satisfaction. What better strategy and technique to find out how to satisfy your
customers than to ask them?
Surveys, questionnaires, talking to customers as they shop, and then following up with calls
or e- mails are all good ways to get feedback.
Quality Control :-
Quality is important to customer satisfaction and the level of quality directly plays into a
business' ability to meet customer expectations. Quality should be monitored for both service
and the type of products offered, as a part of this guarantees and the willingness to stand
behind service and/or products is necessary.
Creating Customer Delight
Customer delight is when the standard of the goods and services are much higher than the
expectations of the customers, this not only satisfies them but surprise and delight them. To
create customer delight the company will not only in crease the standard of service but will
train its personnel to deliver in its best possible manner the services as expected by the
customers.
Customer delight depends on the reliability factor off the company. This is the ability to
perform what has been promised to the customer. Companies who focus on customer delights
should be dependable and have accuracy in delivering the services to the customers.
Companies with much attitude of empathy and always paying individual attention to its
customers which in turn builds customer delight. The advantage is manifold because it
creates brand loyals and customer loyalty.
Significance of Customer Satisfaction Research
In a competitive marketplace where businesses compete for customers, customer satisfaction
is seen as a key differentiator and increasingly has become a key element of business
strategy.
Customer satisfaction not only to create loyalty among the customers but it increases the
goodwill of the company by uplifting the market value of the brand.
Customer researches are conducted to answer the basic questions like
who our customers are?
What do they like to buy?.
when do buy and how do they buy?, it examines the taste, preferences and the attitude of the
customers. Mostly it tends to become qualitative motivational research of customer behaviour
Here, the self concept, ego, personality and life style of the consumers are studied. There is
an attempt to study beliefs, opinions of the customers.
By conducting such researches the company can minimize its defects in the field of
production.
and can deliver high quality of services in relation to its competitors. Such researches can be
carried by conducting surveys through interviews and questionnaire methods. These
questionnaire methods form a path of getting the customers positive and negative feedback.
The company can then respond to feedback and can retain the existing customers as well
preventing. them from shifting to other brands .
A customer complaint could be the insight you have been seeking to learn why a certain
product isn't moving. It can also be an indicator of personnel problems. If a customer
mentions that an item does not work properly, you can research and try to recreate the
problem, potentially finding a fix that will increase sales. A customer's complaint about an
employee's lack of knowledge may reveal a need for more extensive training, while a
grievance about poor customer service provides the chance to address it with your staff.
By doing so it creates confidence among the customers, leading to word-to-mouth publicity
which is more effective rather than tv commercials.
Customer satisfaction not only to create loyalty among the customers but it increases the
goodwill of the company by uplifting the market value of the brand.
Customer researches are conducted to answer the basic questions like
who our customers are?
What do they like to buy?.
when do buy and how do they buy?, it examines the taste, preferences and the attitude of the
customers. Mostly it tends to become qualitative motivational research of customer
behaviour. Here, the self concept, ego, personality and life style of the consumers are studied.
There is an attempt to study beliefs, opinions of the customers.
By conducting such researches the company can minimize its defects in the field of
production
and can deliver high quality of services in relation to its competitors. Such researches can be
carried by conducting surveys through interviews and questionnaire methods. These
questionnaire methods form a path of getting the customers positive and negative feedback.
The
company can then respond to feedback and can retain the existing customers as well
preventing
them from shifting to other brands.
A customer complaint could be the insight you have been seeking to learn why a certain
product isn't moving. It can also be an indicator of personnel problems. If a customer
mentions that an item does not work properly, you can research and try to recreate the
problem, potentially finding a fix that will increase sales. A customer's complaint about an
employee's lack of knowledge may reveal a need for more extensive training, while a
grievance about poor customer service provides the chance to address it with your staff.
By doing so it creates confidence among the customers, leading to word-to-mouth publicity
which is more effective rather than tv. commercials.

Why measure the Customer Satisfaction?

Customer satisfaction is tied directly to profitability. Well-established research by Bain &
Company found that, for many companies, an increase of 5% in customer retention can
increase profits by 25% to 95%. The same study found that it costs six to seven times more to
gain a new customer than to keep an existing one.
It is important to consistently measure and monitor that input. Without an effective customer
satisfaction research program in place, the company will be losing business, missing
opportunities, and putting itself at a competitive disadvantage. In order to measure the
customer satisfaction a Customer Satisfaction Survey has to be carried out. A closer look at
how to formulate survey questions.
1. When to Conduct Customer Satisfaction Research?
The answer depends on the size of the customer base and the purpose of the research. There
are two key types of surveys, and they serve very different purposes: *Transactional surveys,
solicit feedback directly from the product or service user about that
particular encounter. They are conducted immediately after each customer transaction.
*Relationship surveys, collect input from people who have an ongoing relationship with the
company and have had multiple transactions. The respondents typically are responsible for
deciding whether to continue the working relationship. In many cases conducting both
transactional and relationship surveys may be appropriate.
2. How to distribute the survey?
The best means of distributing a survey depends on whether it is a transactional or
relationship survey. A transactional survey is conducted at the point of customer contact.
Relationship surveys, on the other hand, are most cost-effectively conducted online. Online
data collection offers significant advantages over other modes of interviewing customers, and
you should use it whenever possible. The advantages include.
*Speed. The Internet offers instantaneous distribution of survey and real-time accumulation
and
tabulation of results. This allows for immediate data analysis, even while the survey is still in
progress. The faster responses arrive, the faster they can be addressed. In contrast, mail
surveys suffer from long lag times and low response rates. *Condor. This is essential for
research on sensitive subject matter where studies indicate people are more likely to answer
questions honestly on the Web than they are on the phone or in personal interviews, Such
responses provide insight into what a company is doing well and frequently provide warning
signs about the health of the business relationship. "Cost. The Internet eliminates postage and
telephone costs as well as basic materials like paper. staples, envelopes, and printing.
Because it is self-directed, there is no interviewer cost. Finally, it's more convenient.
CHAPTER-6
 Promotional activities Reliance Fashion Factory

Reliance Fashion Factory is doing different types of promotional activities with a main aim of
bringing in more customers into the stores.
Reliance is focusing on attracting customers through different types of walking driven
activities,
some of the activities done by Reliance Fashion Factory in the past 2 years are as below.

⚫ Media plan

⚫ Leaflets distribution & balloon distribution

Guess the price challenge
. Event plans
Trend stylish
Seasonal offers
Sponsoring college fests and corporate launches.
1. Media plan: Media plan involves communication through different media such as
Print media
Social media
Radio
Cinema

⚫ Outdoor communication
Print media:
[ Reliance Fashion Factory is using the print media as one of its promotional activities,
Reliance spends lot of money in printing its advertisements in the most major news dailies.
The advertisements will
be printed mostly on the weekends (Fridays, Saturdays and Sundays) in such a way that the
advertisements will grab the reader's attention and making them to come into the stores,
which will not only increase the footfall of the store but also increase the revenue by
attracting the people to make a purchase.
Social media:
With the ever increasing usage of internet in the country, most of the population using the
social networking sites such as Face book, twitter.
Reliance is having its own brand pages and groups in the face book, with the help of which
Reliance is doing some campaigns in the social networking sites for promoting its brands,
new offers and creating brand awareness to the people.

Radio:
Reliance Fashion Factory is having its own radio channel called Radio Fashion Factory
which will announce the offers in the stores all the time, making the customers who enter the
store to know about all the Offers. others than its own radio channel Reliance Fashion
Factory is using some other radio channels for its promotions. In the radio channels like
Radio Mirchi, Big Film, radio city, radio one, indigo etc.. Reliance is announcing its
advertisements in a very high frequency in the major cities where there are Reliance Fashion
Factory stores with a main aim of bringing more customers into the stores.
Cinema:
Reliance Fashion Factory is using cinema plan as one of its promotional activities, they are
selecting the best multiplexes and single screen theatres in the catchment areas where the
multiplexes and the single screen theatres are popular and more people will be visiting these
multiplexes
Cinema plan is being used in the most major cities like Delhi, Mumbai, Hyderabad, Chennai.
Bangalore and these ads will be given mostly on the weekends (Fridays, Saturdays and
Sundays).
Reliance will never give its ads in televisions, viewers may change the channels at the time of
advertisements so we cannot measure the usefulness of the television ads. But the viewers
have to watch the advertisements in the cinemas and the multiplex as the ads will be given
before the start of the films and in the breaks.
Outdoor communication:
Reliance Fashion Factory is using banners and hoardings as the outdoor communication.
Reliance is placing the attractive banners and hoardings with its offers in the best catchment
locations where the flow of population was very high.
Reliance Fashion Factory also uses cluster hoardings in the key traffic junctions in the main
cities in the way it will dominate the location and catch the attention of the people who are
passing by the way.
2. Leaflets and balloons distribution:

Reliance use to hire some guys for distributing the leaflets and balloons in the selected
catchment areas. They will do this mostly on weekends and at the time of special offers. This
leaflets distribution is basically for increasing the footfall to the store and thereby converting
the people who enter the store into the final customers. I have observed that many people
who have taken the leaflets have entered into the stores.
3. Guess the price challenge:

Reliance Fashion Factory will hire two or three volunteers for engaging the crowd in the
places where this activity is being conducted.

The volunteers will find the well dressed and good looking people, give them a chance to
guess the price of the merchandise. If they guess the price correctly they will be given with
some discount coupon.

Almost everyone who get the discount coupon will enter into the stores and try some apparels
in

the stores.

It will drive more walkins into the store and makes them to do a purchase as well.

4. Events pain:

Reliance use to hire some events organizing companies and they will do different types of
events

for attracting the customers to come into the stores.

 Scratch and win

 Puzzle game
 Get clicked with your loved ones.

Puzzle game

. A board with Reliance Fashion Factory logo will be placed on a stand at the store & some
portions of the reliance Fashion Factory logo will be removed, customers have to find the

missing portions of the logo. ⚫ The same portion which have been removed from the logo
will be distributed in the store

catchments in large numbers by promoters asking customers to participate for Puzzle

game at Reliance Fashion Factory outlet to win surprise gifts,

Scratch and win
Promoters will be holding bunch of balloons at the catchments & asking customers to pick
any one of those bunch of balloons and break it.
After breaking the balloons customers will get a scratch card which make them to get
assured discount of 10% to 20%
Customers will visit the store, and shop for some amount to redeem the free discounts.

⚫ This will make more customers come into the store as they were getting free discounts.
Get clicked with your loved ones
Promoters will go to catchments ask the customers to get clicked with loved one & get a
instant photo along with coupons. A stage will be kept in the store to click the customers.
• Promoters & printing machines will be kept to give instant photograph to customers.
This will attract more customers to enter into the stores as they were getting the photograph
for free of cost.
• Customers will also be given with a additional discount voucher which will allow
customers to try some apparels inside the store.
5. Trend stylish:
Reliance will hire 2 or 3 volunteers for engaging the crowd in the malls and the catchment
locations.
The volunteers will find out the well dressed, good walking, good looking person and stylish
person and immediately will give that person discount voucher and announce

them as the Fashion Factory Stylish by announcing them as Fashion Factory Stylish All the
people who got the discount voucher will come back to the stores to redeem the coupons.

6. Seasonal offers:
Reliance will also do more promotions for the seasonal festivals like children day, Fathers
day, Valentines day, Mothers day, Independence Day etc with different types of discounts
and offers related to that specific day of festival for bringing in more customers into the
stores.

7.Sponsoring college fests and corporate launches

Reliance Fashion Factory also concentrating on sponsoring the college fests and the corporate
launches. Reliance believe that the sponsoring to college fests and the corporate launches will
bring more customers into the stores, increases the footfall.
CHAPTER-7
 RESEARCH METHODOLOGY

Title of the project:

CUSTOMER SATISFACTION AND STUDY OF PROMOTIONAL ACTIVITIES FOR
DRIVING IN MORE CUSTOMERS WITH REGARD TO RELIANCE FASHION
FACTORY
Objectives:
1. To study the satisfaction level of customers with regard of reliance Fashion Factory.
2. To find out the buying behaviour of the customers coming in to Reliance Fashion Factory.
3. To identify main competitors of Reliance Fashion Factory with regard to services.
4. To study different types of promotional activities done by Reliance Fashion Factory for
driving more customers

Methodology adopted for study

⚫ Observing the working of various departments like finance, Human resource, Marketing,
purchasing and production.

⚫ Discussion with executives, managers and employees.

⚫ Visiting and surfing websites of the company

Meaning
Research Methodology is a set of various methods to be followed to find out various
information's regarding market strata of different products. Research Methodology is required
in every industry for acquiring knowledge of their
products.
Area of study
The study is exclusively done in the area of marketing. It is a process requiring care,
sophistication, experience, business judgment, and imagination for which there can be no
mechanical substitutes.
Sources of Data

Primary Source- The primary data was collected by means of a survey. Questionnaires were
prepared and customers of the Reliance Fashion Factory at two branches were approached to
fill up the questionnaires. The questionnaire contains 15 questions which reflect on the type
and quality of services provided by the Reliance Fashion Factory to the customers. The
response of the customer is recorded on a grade scale of strongly disagree, disagree,
uncertain, agree and strongly agree for some questions. The filled up information was later
analyzed to obtain the required interpretation and the findings.

Secondary Source -In order to have a proper understanding of the customer service of
Reliance Fashion Factory a depth study was done from the various sources such as books, a
lot of data is also collected from the official websites of the Reliance Fashion Factory and the
articles from various search engines like Google, yahoo search and answers.com

RESEARCH DESIGN

The research design is exploratory till identification of customer services parameters. Later it
becomes descriptive when it comes to evaluating customer perception of customer service of
the Reliance Fashion Factory. Descriptive research, also known as statistical research,
describes data and characteristics

about the population or phenomenon being studied. Descriptive research answers the
questions who, what, where, when and how. Although the data description is factual, accurate
and systematic, the research cannot describe what caused a situation. Thus, descriptive
research cannot be used to create a causal relationship, where one variable affects another. In
other words, descriptive research can be said to have a low requirement for internal validity.

The description is used for frequencies, averages and other statistical calculations. Often the
best approach, prior to writing descriptive research, is to conduct a survey investigation.
Qualitative research often has the aim of description and researchers may follow-up with
examinations of why the observations exist and what the implications of the findings are.
 RESEARCH SAMPLE

SAMPLING PLAN-

Since it is not possible to study whole universe, it becomes necessary to take sample from the

universe to know about its characteristics.

 Sampling Units: Customers of Reliance Fashion Factory.

 Sample Technique: Random Sampling.

Research Instrument: Structured Questionnaire.

 Contact method: Personal interview

SAMPLE SIZE:

The work is a case of Reliance Fashion Factory one of the Retail Sector industry together
representing great per cent of the market share of Indian retail sector. The survey was
conducted in the city of Bangalore with two branches of Reliance Fashion Factory, with 50
customers as respondent.

DATA COLLECTION TOOL

Data is collected from various customers through personal interaction. Some other
information is collected through secondary data also. Data was collected through a structured
questionnaire, liker technique is used. Likert scale is simply a statement which the respondent
is asked to evaluate according to any kind of subjective or objective criteria, generally the
level of agreement and disagreement is measured.

The questionnaire consists of two parts. The first part consists of three questions concerning
the demographic information of the respondent such as the name, age, occupation and
gender. The second part consisting of respondent's perception about the customer services of
Reliance Fashion Factory and competitors analysis.

.
RESEARCH LIMITATIONS

The study is only for the Reliance Fashion Factory confined to a particular location and a
very small sample of respondents. Hence the findings cannot be treated as representative of
the entire retail industry.

• Respondents may give biased answers for the required data. Some of the respondents

did not like to respond.

Respondents tried to escape some statements by simply answering "neither agree nor
disagree" to most of the statements. This was one of the most important limitation faced, as.

0++++

it was difficult to analyse and come at a right conclusion. In our study we have included 50
customers because of time limit.
CHAPTER-8
 Data analysis

Analysis:

From the above table and the pie graph it is clearly observed that the number of males
entering

into the reliance Fashion Factory stores are more when compared to that of females. But from
the taken

sample of 50 respondents, the number is quite same.

Interpretation:

From the taken sample of 50 respondents the number of males is higher than the number of

females but the number is quite same, so reliance should not neglect on any gender as both
are entering into the stores in almost same numbers
Analysis:
age group
From the above figure and the table it is clearly observed that most of the people entering into
the reliance Fashion Factory store belong to the age group of 20-30 years.
Interpretation:
As it is clear that the people of age group between 20-30 years are visiting the stores mostly.
So reliance Fashion Factory have to concentrate on attracting more people of this group. All
the promotions should be done in the way to influence the people of this age group to come
into stores.
 From the above bar graph it is very clear that most of the people who were entering the store
are students and next to students is working professionals, followed by the business people
and
House wives.
Reliance was getting its targets customers and it has to concentrate more on doing different
types of promotions for attracting the remaining classes of customers.
Interpretation:
4. How frequently do you visit reliance Fashion Factory store.
Analysis:
From the above graph it is observed that 38% people entering the stores at the time of special
offers, 28% people are coming to reliance Fashion Factory stores monthly and 26% are
coming whenever
they need and just 8% people were coming into the stores on weekly basis.
Interpretation:
Most of the people coming into the stores during special offers and some are coming monthly
and when ever need arises for them. So, Reliance have to concentrate on maintaining the
relationship with the customers in such a way that it should retain its customers 5. Are you
happy with the location of reliance Fashion Factory stores in the city
Analysis:

From the above figure it was clear that maximum people 90% feel that they were happy with
the location of the stores in the city and remaining 10% were not happy with the location

Interpretation:

It was clear that maximum of the respondents have told that reliance Fashion Factory stores
were located

at the perfect locations in the city Reliance Fashion Factory can concentrate on bringing more
customers

into the stores as they were located in the right locations in the city.
Analysis: From the above table and figure it is clear that 66% of people agreed that staff
greeted them and offered to help them, 28% have strongly agreed, only 6% were disagree.

Interpretation: From the total of 50 respondents no one has given the response as strongly
disagree and very less have given disagree so, it is very good that no one have negative
response regarding this. So reliance Fashion Factory can concentrate on training the
employees in a better way for assisting different types of customers, employees must be
made to communicate in the language which was understandable to the customers.
Analysis: 66% of the respondents feel that they have convenient parking space and 34% of
respondents feel they don't have convenient parking space.

Interpretation:

Almost all the reliance Fashion Factory store are having enough parking space but some
people are feeling that they don't have convenient parking. This may be because parking
vehicles in the parking space is not properly managed, it the parking space is not available for
customers there may be chance that they may get negative impression on entire Reliance
Fashion Factory.
9.How did you come to know about reliance fashion factory.

Analysis:

From the above data it was clearly observed that 34% of people came to know about reliance
Fashion Factory through their friends and relatives and 32 % of people through banners and
hoardings, through leaflets is 18% and through newspaper advertisement is 16%.

Interpretation:

Reliance Fashion Factory is getting mouth publicity with out any cost to company, many
customers came to know about reliance Fashion Factory from their friends and relatives.
Branners and hoardings also helps.
CHAPTER-9
 FINDINGS AND RECOMMENDATIONS

Summary of Findings

Customers cannot find the T-shirts in sizes small and medium, very few sizes T-shirts
available in the sizes small and medium.

Most of the customers were looking for more well known brands, where Reliance Fashion
Factory concentrating on their own private Tables.

⚫ Staff were busy doing the arrangement of merchandise in the opening hours(11am-2pm).

very few staff available to help customers on weekdays, ⚫ Customers are not being asked
by the staff to fill in different types of promo offer

applications like Try and fly. . A feedback book was kept near the billing counter, but very
less customers were writing in the feedback book.

⚫ All the merchandise was not arranged according to their sizes. ⚫ Employees were not
well trained in assisting the customers.

Some types of works like rebranding the different stalls in the store, electric works

happening in the store in the working hours creating disturbance to the customers.

. Many customers feel that extra charge for carry bags have to be winded.

Customers in the kids section feel that the collections for kids have to be increased.

• Some customers in the kids section said that the bottom wear for kids have to be more

colourful but the kids bottom wear in the store are plain colours, all are almost similar

models.

⚫ Some customers are asking for the footwear. Reliance was loosing some customers who

were coming into the store for buying the footwear. Alteration time have to be reduced. Many
customers are waiting in the store for alteration.

 Reliance was spending lot of money on promotional activities, but monitoring of

promotional activities was very less.
RECOMMENDATIONS

All the sizes must be made available in the stores. So Reliance will not lose out some
customers.

⚫ More popular brands have to be kept in the store, more customers were asking for that
brands.

⚫ Staff have to be made available for assisting the customers in the opening hours of the
Stores

. • Customers must be asked by the staff to fill applications related to different offers in the

stores. ⚫ All the customers must be asked to write their feedback in the feedback book
which was

kept near the billing section.

⚫ All the merchandise in the store must be arranged according to the sizes. So that

customers can find their sizes very easily. Staff must be well trained in assisting the
customers and talking well with the customers.

All types of works which were happening in the stores have to be done before or after the
working hours of the store.

⚫ Carry bags can be provided to the customers at free of cost for those who shop for more

than Rs 1000 or above.

⚫ Collections in the kids wear section can be increased.

⚫ Alteration time can be reduced by hiring additional tailors or by doing the work Fastly.
So that customers waiting time for the alteration can be reduced.

⚫ Promotional activities or marketing activities have to be monitored properly. So that they

can help Reliance Fashion Factory to get more customers.
CHAPTER-10
 CONCLUSION

From the above findings the following are the conclusion on customer satisfaction with
regards to Reliance Fashion Factory. From the study we conclude that all the customers are
not fully satisfied with not only Reliance Fashion Factory but also with the remaining
competitors of reliance Fashion Factory, customers are finding some faults with every
apparel stores. The customers entering into the store are happy with the offers available in the
store that the offers are good value for their money. But from my observation i can conclude
that Reliance Fashion Factory was spending lot of money for different types of marketing and
promotional activities for driving more customers into the stores, but Reliance was not
concentrating on converting the
people who entered the store into a final customers.
After conducting a thorough survey and research on Reliance Fashion Factory it is observed
that it has
been perceived as a good brand. It has good customer loyalty and also attracts a large number
of new customers. It also offers its customer a unique shopping experience a few brands can
offer.
It also got an advantage of its locations situated in commercial locations. There are a good
number of Reliance Fashion Factory stores located across the city which makes it easy for
customers to access the store. Customers seemed to be happy when it came to the layout of
the store, the
merchandise, and cleanliness of the store, ambience, etc. Consumers have high expectations
from Reliance Fashion Factory regarding pricing: they expect good collection of clothes at
much cheaper price. A lot of awareness programs may help in getting
better footfalls.
The future for Reliance Fashion Factory indeed seems to be bright and it should continue to
do well as seems apparent from the response of the customers.
CHAPTER-11
 BIBILOGRAPHY:

www.ril.com
www.wikipedia.com
http://www.bef.org/industry/retail-india.aspe
https://www.facebook.com/Reliance fashion factory
CHAPTER-12
 ANNEXURE

I am undertaking a research project on customer satisfaction with regard to Reliance fashion

factory Your feedback will be useful for my project. I assure that all the information from
you will be kept confidential and will be used only for my project. Kindly give your
feedback.

Name:

Occupation:

Gender:

Age Group:

Email:

Mobile:

1. How frequently do you visit reliance Fashion Factory store.

(a)weekly

(b)Monthly (c) During offers

(d)Whenever need arises

2. Are you happy with the location of Reliance Fashion Factory stores in the city.

(a)Yes (b) No
3.Staff greeted you and offered to help you.

(a)Strongly agree

(b) Agree

(c) Strongly disagree

(d) Disagree

4. Staff was available in a timely manner

(a)Strongly agree

(b) Agree

(c) Strongly disagree

(d) Disagree

5. Do the store provides convenient parking for customers.

(a)Yes (b)No
6. How did you come to know about reliance
Fashion Factory.
(a)Newspaper (b)Leaflets
(c)Banners &hoardings
(d)friends and relatives
7.Do you like to visit reliance Fashion Factory store again
(a)yes (b)no
If no Please specify reason
8.Would you like to recommend reliance Fashion Factory to your friends or family

(a)yes (b)no

If no Please specify reason

9.The offers available in the store are good value for money. (b) Agree

(a)Strongly agree

(c) Strongly disagree

(d) Disagree

10.where do you usually shop for if not reliance Fashion Factory, please mention here

11.How do you rate your experience in Reliance Fashion Factory with regard to 1)Customer
service

a) Excellent (b)Good

(e)Average

(e)Poor

a) Excellent (b)Good (c)Average (d)Fair (c)Poor

2)Easy navigation
(d)Fair

3) Visual Merchandising a) Excellent (b) Good

(c)Average

(d)Fair

(e) Poor

4)Billing counter

a) Excellent (b)Good (c)Average (d)Fair (e)Poor

12. Any suggestions or comments on how Fashion Factory can give you a better shopping
experience.

THANK YOU