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    The document summarizes a study conducted on customer traffic and awareness of Reliance Fresh supermarket in Pondicherry. Surveys were conducted with 160 customers to develop profiles and understand shopping patterns. Key findings include that most customers are aged 20-30, come within 3 km for convenience and price, and are unaware of Reliance Fresh despite being open to traveling 7 km for shopping. The study recommends increased local advertising of offers and expanding product categories and parking facilities to attract more customers.

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    The document summarizes a study conducted on customer traffic and awareness of Reliance Fresh supermarket in Pondicherry. Surveys were conducted with 160 customers to develop profiles and understand shopping patterns. Key findings include that most customers are aged 20-30, come within 3 km for convenience and price, and are unaware of Reliance Fresh despite being open to traveling 7 km for shopping. The study recommends increased local advertising of offers and expanding product categories and parking facilities to attract more customers.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
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    Download as pptx, pdf, or txt
    6 views19 pages

    Karthik - Reviewed Presentation

    Uploaded by

    Karthik Che
    The document summarizes a study conducted on customer traffic and awareness of Reliance Fresh supermarket in Pondicherry. Surveys were conducted with 160 customers to develop profiles and understand shopping patterns. Key findings include that most customers are aged 20-30, come within 3 km for convenience and price, and are unaware of Reliance Fresh despite being open to traveling 7 km for shopping. The study recommends increased local advertising of offers and expanding product categories and parking facilities to attract more customers.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 19

    A STUDY OF STORE TRAFFIC AND THE SCOPE TO INCREASE MARKET REACH AT RELIANCE FRESH, PONDICHERRY

    By Karthik.M Under the guidance of Dr.S.Victor Anandkumar & Mr.Suresh kumar

    ` ` ` ` `

    To study the demographics of the Reliance Fresh customers To develop a profile of a Reliance Fresh customer To study the just-out-of-reach market area for awareness about Reliance Fresh To study the just-out-of-reach market area for their grocery shopping pattern To identify scope for Reliance Fresh to increase its market reach into the just-out-ofreach areas

    Type of Research: Descriptive Method of Sampling : Convenient sampling Sample size : 80+80=160 Data source : Primary Data collection : Survey using a Schedule

    Customer Age-group

    Gender

    6% 7% 0-20 20-30 30-40 40-50 50-60 60 & above 33% MALE female 67%

    19% 34% 19% 15%

    Mode of Transport to the store


    bike car 8% walk bus

    Type of Customer

    Repeated Customer

    10% 7%

    75%

    New Customer

    3% 3% 11% 10% 9%

    price customer service variety/assortment offers

    29% 28% 7%

    convenience lack of alternatives loyalty schemes home delivery facility

    Sources of Awareness
    by ads word of mouth Brand attraction 20% 55% 25%

    Home Delivery
    availed not availed 5%

    95%

    Supermarket Visit
    Yes No

    30%

    70%

    Supermarkets
    Ravi Stores More Vijayaganapathi Reliance Fresh Nilgiris Others

    18% 27% 6% 4% 12% 33%

    Avg. Distance travelled = 7 kms

    price 7% 8% 35% 13%

    customer service

    variety/assortment

    offers 25%

    12%

    convenience

    lack of alternatives

    Home Delivery
    il t il

    15%

    85%

    Awareness about Reliance Fresh


    Aware Not Aware

    30%

    70%

    Study of store traffic: ` Most of the customers fall under age 20 - 30 ` Most of the customer are regular buyers. ` Most of customers not availing home delivery as customers are from nearby areas
    ` `

    Offers have not reached the customers Most of the customers come from 3 km range

    Study on Awareness ` Majority of the Customers prefer Vijayaganapathi and Ravi departmental store ` Price and variety are the major attractions for the customers ` Customers are not aware of Reliance Fresh ` Customers are ready to travel 7kms for purchase.

    Advertisement should be done through local TV channels, newspapers, flux banners, etc. Promote offers as pamphlets with newspapers Include more brands in FMCG and dairy products Parking facilities should be provided in the underground area

    ` ` `

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