A

PROJECT REPORT
ON

“A STUDY ON MARKETING STRATEGY

AND CONSUMER PERCEPTION OF JIO
MART”

Submitted to
RASTRASANT TUKDOJI MAHARAJ NAGPUR UNIVERSITY, NAGPUR
BACHELORS OF BUSINESS ADMINISTRATION [BBA]

Submitted By
MISBA AIMAN ZAKIR KHAN
B.B.A. FINAL YEAR
(MARKETING MANAGEMENT)

Under the Guidance of

DR. YOGITA SURE

Central Institute of Business Management, Research &

Development
Pawanbhoomi, Airport Road, Nagpur
2023-24
 CERTIFICATE

This is to certify that this project entitled

“A STUDY ON MARKETING STRATEGY

AND CONSUMER PERCEPTION OF JIO
MART”
Embodied the result of BONAFIED work carried out by MISBA AIMAN
ZAKIR KHAN during the academic session 2023-24.
This work is found to be comprehensive and have desired standards so at its
presentation for the examination. It is further certified that the work has been
carried out under my guidance and is not a repetition of any other project work
submitted earlier TO RASHTRASANT TUKODOJI MAHARAJ Nagpur
University, Nagpur.

Signature of Director Signature of Guide

(DR. AMISHI ARORA) (DR. YOGITA SUR)
(CIBMRD) (CIBMRD)

Signature of External Examiner

 DECLARATION

I, MISBA AIMAN ZAKIR KHAN, a student of BBA SEM VI of

Central Institute of Business Management Research & Development,
Nagpur hereby declare that the project entitled “A STUDY ON
MARKETING STRATEGY AND CONSUMER PERCEPTION OF JIO
MART” in or part thereof has not been previously submitted by me for any
other degree or diploma of any university or scientific organization
The project is the result of my BONAFIED work and the sources of
literature used and all assistance received during the course of investigation has
been duly acknowledged.

Date :-
Signature of student
Place :- Nagpur (MISBA AIMAN ZAKIR KHAN)
 ACKNOWLEDGEMENT

It was an enriching and learning experience for me to do this project. I would like to
acknowledge all those people who have continuously guided me throughout and helped me in
completion “A STUDY ON MARKETING STRATEGY AND CONSUMER
PERCEPTION OF JIO MART” I am obliged to the faculty DR. YOGITA SURE for
being extremely patient, for guiding me right from the inception till the full completion of the
project. I sincerely acknowledge him for extending the valuable guidance, support for
literature, critical reviews of project and the report and above all the moral support she has
provided to me with all stages of this project.
I would like to thank all the respondents who have helped me for collection of data for their
honest participation in the research and helped me directly or indirectly in successful
completion of this study for their help and cooperation throughout the project.

Last but not the least, I am honestly thankful to all faculties and non-teaching members of
CIBMRD, who gave us a platform for the development. And also, to find out my own
abilities and generated a sense of confidence me to take out new challenges and face the
outside world with zeal and enthusiasm.

(MISBA AIMAN ZAKIR KHAN)

 CONTENT

CHAPTERS CONTENT PAGE NO

Chapter1 INTRODUCTION 1

Chapter2 REVIEW OF LITERATURE 4

Chapter3 RESEARCH METHODOLOGY 10

Chapter4 DATA ANALYSIS 14

FINDINGS, CONCLUSION AND

Chapter5 20
SUGGESTIONS

Chapter6 BIBLIOGRAPHY 23
 Introduction
In the dynamic landscape of retail, the emergence of JioMart, an initiative by Reliance
Industries Limited, has sparked considerable interest. JioMart aims to revolutionize the retail
sector by leveraging digital technology and extensive reach. This study delves into the
marketing strategies employed by JioMart and explores consumer perceptions surrounding
this disruptive retail platform.Background of JioMart:JioMart, launched in 2020, operates as
an online-to-offline (O2O) platform, integrating traditional brick-and-mortar stores with
digital technology.Backed by Reliance's extensive infrastructure and network, JioMart offers
a wide range of products across categories such as groceries, household essentials,
electronics, and more.Marketing Strategies of JioMart:Digital Integration: JioMart leverages
the widespread adoption of smartphones and the internet, offering a seamless shopping
experience through its app and website.Partnerships and Alliances: JioMart collaborates with
local kirana stores, empowering them with technology and logistics support, thus expanding
its reach and fulfilling last-mile delivery efficiently.Discounts and Offers: JioMart adopts
aggressive pricing strategies, offering discounts, cashback, and exclusive deals to attract and
retain customers.Personalization: Through data analytics and AI-driven algorithms, JioMart
tailors its recommendations and promotions, enhancing the overall shopping experience for
consumers.Brand Visibility: JioMart heavily invests in marketing campaigns across various
channels, including social media, television, and digital platforms, to enhance brand visibility
and recall.Consumer Perception about JioMart:Convenience: Consumers perceive JioMart as
a convenient shopping destination, offering a wide assortment of products with doorstep
delivery, saving time and effort.Trust and Reliability: Reliance's strong brand reputation and
commitment to quality instill trust among consumers, reassuring them of reliable product
sourcing and delivery.Cost-effectiveness: JioMart's competitive pricing and attractive offers
resonate well with cost-conscious consumers, driving repeat purchases and loyalty.Tech-
savvy Experience: Younger demographics appreciate JioMart's tech-savvy approach, with
features like easy navigation, quick checkout, and personalized recommendations.Local
Empowerment: By partnering with local kirana stores, JioMart garners support from
communities, fostering a sense of inclusivity and empowerment.Research Objectives:To
analyze the effectiveness of JioMart's marketing strategies in capturing market share and
sustaining growth.To understand the factors influencing consumer perceptions towards
JioMart and its impact on purchase behavior.To identify areas for improvement and strategic
recommendations to further enhance JioMart's competitive advantage in the retail
landscape.In conclusion, the study of JioMart's marketing strategies and consumer perception
provides valuable insights into the evolving dynamics of the retail industry and the
transformative power of digital innovation. By continually adapting to consumer needs and
market trends, JioMart strives to redefine the retail experience and shape the future of
commerce.

Need for the study

The study of JioMart's marketing strategies and consumer perception is imperative for several
compelling reasons. Firstly, in an era marked by rapid digitalization and shifting consumer
preferences, understanding how JioMart navigates the intersection of online and offline retail
channels provides invaluable insights for businesses seeking to adapt and thrive in the digital
age. Secondly, as JioMart disrupts traditional retail models and challenges established
players, there is a pressing need to analyze its marketing tactics to discern the key drivers of
its success and identify potential areas for improvement or emulation by competitors. Thirdly,
consumer perception plays a pivotal role in shaping purchasing decisions and brand loyalty.
By unraveling the nuances of how consumers perceive JioMart - whether as a convenient
solution, a trustworthy provider, or a cost-effective option - this study can inform strategic
decision-making, enabling businesses to refine their offerings and enhance customer
satisfaction. Moreover, in a diverse and dynamic market like India, where local kirana stores
hold significant sway, understanding how JioMart's partnerships with these establishments
influence consumer perception and market dynamics is crucial for stakeholders across the
retail ecosystem. Overall, this study not only sheds light on the strategies and impact of
JioMart but also offers broader insights into the evolving retail landscape and consumer
behavior in the digital era.
 Rationale behind the Study
The rationale behind studying the marketing strategies of JioMart and consumer perception
about it is multifaceted and significant. Firstly, JioMart represents a disruptive force in the
retail industry, challenging traditional business models and reshaping consumer behavior.
Understanding the strategies employed by JioMart to penetrate the market, acquire
customers, and sustain growth is essential for businesses seeking to remain competitive in
this evolving landscape. By examining JioMart's marketing tactics, competitors can glean
valuable insights into effective approaches for leveraging digital technology and optimizing
customer engagement.

Secondly, consumer perception plays a pivotal role in shaping the success of any retail
venture. By comprehensively analyzing how consumers perceive JioMart - whether in terms
of convenience, trustworthiness, or value proposition - businesses can gain crucial insights
into the factors driving customer preferences and purchase decisions. This understanding can
inform strategic decision-making processes, enabling companies to tailor their offerings and
marketing efforts to better align with consumer needs and preferences.

Furthermore, JioMart's integration of local kirana stores into its platform introduces unique
dynamics into the retail ecosystem. Understanding the impact of this partnership model on
consumer perception and market dynamics is essential for stakeholders across the industry.
This includes traditional retailers looking to adapt to the changing landscape, investors
assessing the viability of similar business models, and policymakers considering regulatory
implications.

Overall, the study of JioMart's marketing strategies and consumer perception serves not only
to unravel the intricacies of a prominent player in the retail sector but also to provide broader
insights into the evolving dynamics of retailing in the digital age. By examining the
strategies, successes, and challenges of JioMart, this study aims to offer valuable lessons and
recommendations for businesses seeking to thrive in an increasingly competitive and
digitized marketplace.
 Literature review
Literature 1
Pooja Abhang, Garima Mishra, Shubham Punyarthi, Mohit Vyavahare, Archana Rajbhar,
Snehal Gupta(2020) in their research “Analysis of Customer Satisfaction towards JIO-Mart”
sets the stage by highlighting the significance of customer satisfaction in the retail industry,
particularly in the context of JIO-Mart. It outlines the purpose of the study and provides
background information on JIO-Mart's emergence in the Indian retail market. Additionally, it
may introduce key concepts related to customer satisfaction and its importance for businesses
like JIO-Mart.The study investigates customer satisfaction towards JIO-Mart, focusing on
various factors that influence customers' perceptions and experiences. It employs both
qualitative and quantitative research methods to gather insights into customers' attitudes,
preferences, and satisfaction levels with JIO-Mart's services. Through surveys, interviews, or
other data collection techniques, the authors gather data on aspects such as product quality,
pricing, convenience, customer service, and overall shopping experience. The summary
section provides a concise overview of the study's methodology, findings, and key results
related to customer satisfaction with JIO-Mart.,the authors summarize the main findings of
the study and discuss their implications for JIO-Mart's business strategy. They highlight areas
where JIO-Mart excels in terms of customer satisfaction and identify potential areas for
improvement. Additionally, they may offer recommendations for enhancing customer
satisfaction, such as improving product assortment, optimizing pricing strategies, enhancing
online shopping experience, or enhancing customer service initiatives. The conclusion may
also discuss the broader implications of the study's findings for the retail industry and suggest
avenues for future research.

Literature review 2
P. Pramod, P. Saranya(2019) in their research on “A Study on the Impact of Mass Marketing
Strategies of Reliance Jio on the Mobile Phone Users With Special Reference to Thrissur
District, Kerala” provides an overview of the research topic, outlining the significance of
studying the impact of mass marketing strategies employed by Reliance Jio on mobile phone
users in Thrissur District, Kerala. It discusses the growing importance of telecommunications
services, particularly in rural areas like Thrissur District, and the role of Reliance Jio in
transforming the Indian telecom industry. The introduction may also introduce key concepts
related to mass marketing strategies and their potential influence on consumer behavior.
the study investigates the impact of Reliance Jio's mass marketing strategies on mobile phone
users in Thrissur District, Kerala. Using a combination of quantitative and qualitative
research methods, the authors analyze the effectiveness of Jio's marketing campaigns in
attracting and retaining customers. They may examine factors such as brand awareness,
customer acquisition, customer satisfaction, and loyalty in relation to Jio's marketing efforts.
The summary section provides a concise overview of the research methodology, key findings,
and implications for mobile phone users in Thrissur District. the authors summarize the main
findings of the study and discuss their implications for Reliance Jio's marketing strategy and
mobile phone users in Thrissur District. They may highlight the effectiveness of Jio's mass
marketing strategies in penetrating the market and gaining a competitive edge over rivals.
Additionally, they may discuss the challenges and opportunities associated with Jio's
marketing initiatives and offer recommendations for enhancing their impact. The conclusion
may also discuss the broader implications of the study's findings for the telecommunications
industry in India and suggest avenues for future research.

Literature review 3
pavan kalyani (2016) in her research on “An Empirical Study on Reliance JIO Effect,
Competitor’s Reaction, and Customer Perception on the JIO’s Pre-Launch Offer” sets the
context by highlighting the anticipation and impact of Reliance JIO's pre-launch offer on the
telecommunications market. It outlines the significance of studying both the direct effects of
JIO's offer and the reactions of its competitors. The introduction may also discuss the
importance of understanding customer perception in shaping market dynamics during the pre-
launch phase of a new service or product.The study empirically investigates the effects of
Reliance JIO's pre-launch offer on the telecommunications industry. It examines the direct
impact of JIO's offer on market dynamics, such as pricing strategies, customer acquisition,
and competitor responses. Additionally, the study explores customer perception towards JIO's
offer, including factors influencing their decision-making process and their attitudes towards
switching to JIO's services. The summary section provides an overview of the research
methodology, key findings, and implications for stakeholders in the telecommunications
sector. In this section, the author summarizes the main findings of the study and discusses
their implications for Reliance JIO, its competitors, and customers. They may highlight the
disruptive nature of JIO's pre-launch offer and its implications for market competition and
consumer choice. Additionally, they may discuss the strategies adopted by competitors to
counter JIO's offer and the effectiveness of these responses. The conclusion may also reflect
on the broader implications of the study's findings for the telecommunications industry and
suggest potential strategies for future market entrants or incumbents facing similar
challenges.

Literature review 4
Abhinawa Talukdar, Monoj Kumar Chowdhury (2021) in their research on “jiomart
marketing” provides an overview of the unprecedented impact of Reliance Jio's marketing
strategy on the Indian telecommunications sector. It discusses the significance of studying
Jio's marketing approach in transforming the industry landscape, disrupting existing market
dynamics, and reshaping consumer behavior. The introduction may also outline key
components of Jio's marketing strategy, such as disruptive pricing, extensive network
expansion, and innovative promotional campaigns. This study explores the novel marketing
strategy employed by Reliance Jio and its transformative effects on the Indian
telecommunications sector. It analyzes the key elements of Jio's marketing strategy, including
its disruptive pricing model, expansive network infrastructure rollout, and strategic
partnerships. The study also examines the implications of Jio's marketing approach on
competitors, market structure, and consumer preferences. The summary section provides an
overview of the research methodology, key findings, and implications for stakeholders in the
telecommunications industry. In the conclusion section, the authors summarize the main
findings of the study and discuss their implications for the telecommunications sector in
India. They highlight the revolutionary nature of Jio's marketing strategy and its enduring
impact on market competition, pricing dynamics, and technological innovation. Additionally,
they may discuss the challenges and opportunities created by Jio's entry for both incumbents
and new entrants in the market. The conclusion may also reflect on the broader implications
of Jio's marketing strategy for other industries and global markets.

Literature review 5
Surabhi singh in his research “Consumer Attitude towards Reliance Jio in India”
introduces the research topic by discussing the emergence of Reliance Jio in the Indian
telecommunications market and its impact on consumers. It outlines the significance of
understanding consumer attitudes towards Jio in shaping market dynamics and strategic
decisions for telecommunications companies. Additionally, it may provide background
information on the evolution of the Indian telecom sector and Jio's disruptive entry.
This study examines consumer attitudes towards Reliance Jio in India, focusing on factors
influencing consumer perceptions, preferences, and behaviors related to Jio's services.
Through surveys, interviews, or other data collection methods, the author gathers insights
into various aspects of consumer attitude, such as brand perception, service quality, pricing,
network coverage, and customer satisfaction. The summary section provides a concise
overview of the research methodology, key findings, and implications for
telecommunications companies operating in India.the author summarizes the main findings of
the study and discusses their implications for Reliance Jio and its competitors. They highlight
the factors driving consumer attitudes towards Jio and the challenges or opportunities these
attitudes present for market positioning and customer acquisition strategies. Additionally,
they may discuss the implications of consumer attitudes for Jio's long-term sustainability and
market growth. The conclusion may also offer recommendations for enhancing consumer
satisfaction and loyalty towards Jio's services.
 Research methodology
Research design
The research design for investigating the marketing strategies of Jio Mart and understanding
consumer perceptions about Jio Mart, Jio Bazar, and Jio Point involves a two-phase
approach. Initially, an exploratory qualitative phase will be employed to delve into consumer
experiences and opinions. This will be accomplished through in-depth interviews with a
purposefully selected sample of Jio Mart users, allowing for a nuanced exploration of factors
influencing their decisions, satisfaction levels, and expectations.

Objectives
1. To examine Jio Mart's current marketing strategy.
2. Assess consumer perceptions and attitudes toward Jio Mart.
3. Evaluate the effectiveness of Jio Mart's promotional activities.
4. Analyze the impact of pricing strategies on consumer perception.
5. Understand the influence of competitors on Jio Mart's market positioning.

Research hypothesis
 Hypothesis 1
H1: The marketing strategies adopted by Jio mart significantly effective.
H0: The marketing strategies adopted by Jio mart are not effective.

 Hypothesis 2
H1: The customers of Jio mart are satisfied with the product and services
offered by Jio mart
H0: The customers of Jio mart are not satisfied with the product and services offered by Jio
mart
Data collection techniques
The data collection technique here will be a combination of both primary and secondary data
collection techniques.
The sampling procedure used for this research was the non-probability sampling procedure.
The data for this research were collected using purposive sampling techniques, including one
of the non-probability sampling techniques. Identifying the marketing strategies and
consumers perception , challenging and time-consuming; therefore, purposive sampling
techniques for data collection from the respondents were used for this research.

SAMPLING TECHNIQUES & SAMPLING SIZE

 Sampling Technique:
1. Stratified Random Sampling: Participants are then randomly selected from each
stratum in proportion to their representation in the population. Stratified random
sampling can ensure that the sample is representative of the population and can
increase the precision of the results.

SAMPLE SIZE
The sampling size for the study can involve the following steps:
1. Define the target population: The target population can be defined as individuals
who are likely to buy or have bought from Jio mart. This population can include
current jio mart customers, potential buyers, or individuals who have expressed an
interest in buying goods from jio mart.
2. Determine the sample size:
Decide on the desired level of confidence (usually 95% or 99%).
Determine the margin of error you can tolerate (typically around 5%).
Estimate the proportion of the population that holds a certain perception of Jio Mart.
If the population size is large (usually over 100,000), apply the finite population
correction factor.
Use the appropriate formula to calculate sample size.

Statistical tools and Techniques

 1. Surveys and Questionnaires: Surveys and questionnaires are used to gather
quantitative data on consumer perceptions, preferences, and behaviours regarding Jio
Mart. Questions can be designed to assess satisfaction levels, brand awareness,
loyalty, and opinions on various marketing strategies.
2. Interviews: In-depth interviews allow researchers to delve deeper into consumer
attitudes and motivations. These qualitative insights can provide a richer
understanding of consumer perceptions and uncover underlying reasons for
behaviour.
3. Focus Groups: Focus groups bring together a small group of consumers to discuss
their perceptions of Jio Mart and its marketing strategies. This technique allows for
interactive discussions and can reveal shared opinions, concerns, and emerging trends.

Scope of Study
This research aims to delve into the intricacies of Jio Mart's marketing approaches,
encompassing aspects such as promotional campaigns, discounts, and loyalty
programs. Analysis of digital marketing channels and strategic partnerships will be
conducted to evaluate their effectiveness. Simultaneously, the study will scrutinize
consumer perceptions through surveys, reviews, and social media feedback, seeking
insights into factors influencing preferences and decision-making. It will also explore
the perceived quality of products and services offered by Jio Mart. Comparative
analyses across different regions or demographics will be undertaken to identify areas
of strength and improvement in marketing strategies. Additionally, the impact of Jio
Bazar and Jio Point on the overall consumer experience will be examined, shedding
light on their roles in brand loyalty and customer satisfaction. The research will
contribute recommendations and strategic insights, aiming to enhance the efficacy of
Jio Mart's marketing endeavors.

Method / Tools of data analysis

1. Survey and questionnaires
2. Interviews
3. Social media monitoring
4. Focus group
Limitations of the study
• Limited sample size: The sample size of the study may be limited due to budget constraints,
time limitations, or other factors. This can affect the generalizability of the findings to the
entire population of electric two-wheeler users.
• Sampling bias: The study may suffer from sampling bias if the sample is not representative
of the target population. For example, if the sample consists mostly of young urban
professionals, the findings may not be applicable to other demographic groups.
• Self-selection bias: The study may suffer from self-selection bias if participants are allowed
to volunteer for the study. This can affect the representativeness of the sample and the
generalizability of the findings.
Data Analysis
 FINDINGS,
CONCLUSION AND
SUGGESTIONS

Findings:
 47.1% of the people are of the age group 20-30, 39.2% of the people are of age group 17-20,
9.8% of the people are of age group 30-40, Remaining are of age group 40 and above.
 54.9% of the people are female, 45.1% of the people are male.
 5.1% of the people use jio mart rarely, 33.3% of the people use jio mart monthly, 11.8% of
the people use jio mart weekly, 9.8% of the people use jio mart daily.
 41.2% of the people first learn about jio mart from social media, 33.3% of the people first
learn about jio mart from other sources, 17.6% of the people first learn about jio mart from
television ads, Remaining people first learn about jio mart from newspaper.
 41.2% people think jio mart has a variety of products in grain and cereals, 22.5% of the
people think jio mart has a variety of products in cooking oil and spices, 17.6% people think
jio mart has variety of products in cleaning supplies, 15.7% people think jio mart has variety
of products in dairy products.
 33.3% people think wide range of products influence their decision to use jio mart over other
grocery delivery platforms or local store, 31.4% people think regular discounts and offers
influence their purchase decision to use jio mart over other grocery delivery platforms or local
stores, 19.6% people think competative pricing influences their purchase decision to use jio
mart over other grocery delivery platforms or local stores, 15.7% people think assurance of
product quality influences their purchase decision to buy products from jio mart over other
grocery delivery platforms or local stores.
 47.1% people think pricing of jio mart is reasonable, 19.6% people think pricing of jio mart is
competitive, 17.6% people think pricing of jio mart is higher, 15.7% people think pricing of
jio mart is lower.
 37.3% people have purchased products from jio mart because of its product quality, 35.3%
people have purchased products from jio mart because of its product variety, 15.7% people
have purchased products from jio mart because of its price,11.8% people have purchased
products from jio mart because of its service.
 35.3% of people think that the atmosphere at jio mart is customer friendly, 23.5% of people
think that the atmosphere at jio mart is welcoming, 21.6% of people think that the atmosphere
at jio mart is clean and organised,19.6% of people think that the atmosphere at jio mart is
convenient and accessible.
 74.5% of the people are satisfied with the promotional schemes at jio mart, 25.5% of the
people are not satisfied with the promotional scheme at jio mart.
 9.2% people think that the staff behaviour towards customers at jio mart is helpful, 33.3%
people think that the staff behaviour towards customers at jio mart is customer friendly,
21.6% people think that the staff behaviour towards customers at jio mart is knowledgeable
and informative, Remaining people think that the staff behaviour towards customers at
jio mart is rude.
 76.5 % of the people have used other grocery delivery services apart from jio mart, 23.5% of
the people have not used other grocery delivery services apart from jio mart.
 64.7% people have explored jio bazar, the digital market place within jio mart, 35.3% people
have not explored jio bazar, the digital market place within jio mart, 43.1% rated the variety
and quality of products available at jio Bazaar as good, 39.2% rated the variety and quality of
products available at jio Bazaar as excellent, 13.7% rated the variety and quality of products
available at jio Bazaar as average, Remaining rated the variety and quality of products
available at jio Bazaar as poor.

Conclusion
 There is a gender imbalance with females being greater than males.
 Majority of people first learnt about jio mart from social media.
 A considerable amount of people praise the variety of products offered by jio mart comparing
to other factors.
 Also the variety of products influence the major amount of people to use jio mart over other
grocery delivery platforms or local stores.
 The pricing of jio mart according to majority of peoples perception is reasonable.
 Majority of people buy products from jio mart due to its quality and product varierty.
 A major amount of people also used other grocery delivery apps or local stores besides jio
mart.
 Majority of people have already explored jio bazar.
 Consumers associate higher quality products with a positive brand image and are more likely
to perceive Jio Mart favorably when they perceive its products to be of superior quality.
 Jio Mart's pricing strategy has a notable impact on consumer perception.
 Effective promotional activities positively influence consumer perception of Jio Mart.
Promotions, discounts, and special offers attract consumers' attention, increase brand
engagement, and contribute to a more favorable perception of Jio Mart as a preferred
shopping destination.

Suggestions
 Conduct a segmentation analysis to identify distinct consumer segments based on
demographics, psychographics, and behavioral patterns. Understanding the diverse needs and
preferences of different consumer groups can help tailor marketing strategies more
effectively.
 Compare JioMart's marketing strategies and consumer perception with those of its
competitors. Analyze the strengths and weaknesses of competitors' approaches to gain
insights into potential areas for improvement or differentiation.
 Conduct a longitudinal study to track changes in consumer perception over time in response
to evolving marketing strategies. This approach can provide valuable insights into the long-
term effectiveness of different marketing initiatives.
 Investigate the impact of digital marketing channels such as social media, email marketing,
and online advertising on consumer perception of JioMart. Assess the effectiveness of
different digital marketing strategies in reaching and engaging target audiences.
 Conduct experimental studies to test the effectiveness of specific marketing interventions or
strategies. Randomized controlled trials and A/B testing can provide empirical evidence of
causal relationships between marketing efforts and consumer perception.
 Bibliography
 Analysis of Customer Satisfaction towards jio -Mart by Authors: Pooja Abhang.
 A Study on the Impact of Mass Marketing Strategies of Reliance Jio on the Mobile
Phone Users With Special Reference to Thrissur District, Kerala by Authors: P.
Pramod, P. Saranya
 An Empirical Study on Reliance JIO Effect, Competitor’s Reaction, and Customer
Perception on the JIO’s Pre-Launch Offer by Author: pavan Kalyani.
 Journals on marketing strategies by Jio mart.
 Journals published by academic institutions.

WEBSITES
https://www.jiomart.com/
https://www.analyticssteps.com/blogs/reliance-jio-and-jiomart-marketing-strategy-
swot-analysis-and-working-ecosystem
https://www.sdnbvc.edu.in/wp-content/uploads/2022/07/PAPERID-07.pdf
https://thestrategystory.com/2021/07/17/jiomart-business-model/
 Questionnaire
1. What is your age
2. What is your gender
3. How often do you use jio Mart?
4. How did you first learn about jio Mart?
5. Things that you purchased at jio Mart?
6. The varities of product at jio Mart?
7. What factors influence your decision to use jio Mart over other grocery
delivery platforms or local store?
8. The pricing at jio Mart is .........
9. You purchased products from jio Mart because of ......
10. Atmosphere at jio Mart?
11. The promotional schemes at jio Mart?
12. Staff behaviour towards customers at jio Mart?
13. Have you used other grocery delivery service apart from jio Mart?
14. Have you explored Jio Bazar, the digital market place within jio Mart?
15. How would you rate the variety and quality of product available on Jio Bazar?
16. How would you rate your overall experience with Jio marts?
17. How likely are you to recommend Jio marts to friends and family