SUMMER

INTERNSHIP
AT

PRESENTED BY

R E L I A N C E R E TA I L SUBHASHREE BEHERA
• Reliance Industries Limited is an Indian conglomerate holding company headquartered in
Mumbai, India.

• The company was co-founded by Dhirubhai Ambani and Champaklal Damani in 1960.

INTRODUCTION
• Reliance Retail Limited is a subsidiary company of Reliance Industries Limited. Founded in
2006, it is the largest retailer in India in terms of revenue.

• Founder of Reliance Retail is Mukesh Ambani and V Subramaniam is CEO.

• It focuses on consumer goods, consumer durables, travel services, energy, entertainment

and leisure, and health and well-being products
 PRODUCT PLACE PRICE PROMOTION

• FRESH • Lower than • Big hoardings over

• Across 750 cities in
• SMART stationary the cities.
India.

MARKETING
• DIGITAL stores . • 30-40% discounts
• LYF
• Around 3800 stores • In clothing and on FMCG products.

MIX
• JEWELS • Absent in Rural footwear mid- • Online promotions
• TRENDS Market. range price.
• FOOTPRINTS
• PROJECT EVE
• MARKET
• AJIO
• HAMLEYS
PROJECT OBJECTIVE:
Understanding shopper behaviour
and evaluation of customer
experience at Reliance Retail Stores.

FIELD WORK
SCOPE OF THE STUDY
The study was conducted in &
around Bhubaneswar at 7 Reliance
Retail outlets that are Reliance fresh,
Reliance Digital, Project Eve, Reliance
Footprint, Jio Store & Reliance mall
within the span of 7 weeks.
 DATA ANALYSIS
GENDER SEGMENTION 90 83
80

70
62

NUMBER OF CUSTOMERS
58
60

50
41%
40

RELIANCE
59%
30
21

FRESH
20

10

0
16-25 26-35 36-45 46-60
male female
AGE GROUP

21%

79%

FIRST TIME CUSTOMER REPEAT BUYER

Gender Segmentation
37
35

25

No.of customers

RELIANCE
DIGITAL
38%

62%
10

16-25 26-35 36-45 46-60

Age Group
male Female
 50
Gender segmentation Age Group
45

40

35

NO.OF CUSTOMERS
30

PROJECT EVE
29% 25
44
20

71% 15 31
27
10

5 10

0
16-25 26-35 36-45 46-60
AGE GROUP
male female
 ANALYSIS
OVERALL
MARKET
Satisfication Level
1%
7%

41%

51%

Very dissatisfied
Somewhat dissatisfied
Neither satisfied nor dissatisfied
Somewhat satisfied
Very satisfied
SIGNIFICANT COMPONENTS

• STORE AMBIENCE
• PRODUCTS AND SERVICES

ANALYSIS
• PARKING

FACTOR
• The customers are satisfied with the offerings and services of the Reliance Retail, while the other
attributes vary from format to format.

• The majority of the customers of Reliance Retail are between the age group of 26-35 in
Bhubaneswar, so the stores should mostly target them.

CONCLUSION
• Effective CRM, excellent visual merchandising, latest technology and Retailer supplier parternship
provides Reliance Retail an competitive advantage over other retail formats.

• To retain customers Reliance Retail organize many loyalty programs and revise their promotional
strategies from time to time.

• From the factor analysis it is concluded that customers today give more importance to a livelihood
ambience than that of the products and services, and Reliance Retail provides them with the same.
• Proper communications of all the offers & discounts even on private brands should be done
to the customers.

• Customers should be asked by the staff to fill form regularly about their experience so that they
can be updated with their taste and preferences

RECOMMENDATIONS
• Customers should be made aware about the Reliance one mobile linked loyalty card.

• In the malls proper directions of all the stores should be made for easily locating the individuals
formats.

• As the mall in Bhubaneswar is located near the railway station, a special counter should be made
for the passengers with quick services.
THANK YOU