“A STUDY ON CONSUMER SATISFACTION

TOWARD’S RELIANCE FRESH STORES IN

NEW DELHI “

OPERATION NAMASTE

For The Award Of

POST GRADUATE DIPLOMA IN
MANAGEMENT

Submitted To:

SCHOOL OF MANAGEMENT SCIENCES

Submitted by:

GAURAV KUMAR GUPTA

(Roll No. : PG/08/14)
 ABSTRACT

The field of Retail Industries has taken a giant leap at the threshold of

twentieth century. Retail Industries have become an integral part of life of

man all over the globe. The proverb ‘Need is the mother of invention’ is

proving equally correct in case of Retail Industries.

Retail Industries have already had a considerable impact on many aspects of

our society. This Project on “ A study on Cons um er Sa tisfa cti o n

tow a rd s Relia nc e Fresh new d elhi ( w est Reg io n) ” Deals with

the automation of various activities done in Retail Industries like how the

Retail Industries company doing there business and what is the Market

strategy and what is supply chain Management of Retail Industries.

 ACKNOWLEDGEMENT

I am h e a rty gra te ful to Mr. Sud hir Sha ra n sir ( Dire c tor) . He
h as alw a y s be e n an inva lua ble s ourc e of ins pira tion.

I t giv e s m e im m e nse plea s ure in subm itting this proje c t on “ A

study on Consum e r Sa tisfa ct ion tow a rd s Relia nce Fresh

New D elhi ( w est Reg ion) ”. I ha v e de v e lope d this proje c t in

pa rt ia l fulfillm e nt of P.G .D.M from ‘” SCHOOL OF MA NA G EME NT

SC I E NCE” LUCK NOW

I w ou ld lik e to e x pre ss m y s inc e re tha nks to m y Proje c t G u ide

Mrs. P ooja P a tha k for he r c ons ta nt guida nc e and v a lua ble

s u pport during the proje c t work and als o for he r E nc oura ge m e n t

a n d e x c e lle nt guida nc e in the suc c e ss ful c om ple tion of t h e

proje c t work .

An d of c ours e nothing c ould ha v e c om e true without the support

of m y fa m ily , a nd frie nd’s c ons ta nt enc oura ge m e nt a nd us e fu l

t ips t h rough out m y proje c t. I will a lwa ys be gra te ful to a ll of

them.
 DECLARATION

I here by declare that this summer project Report titled “A study on

C ons um er Sa tisfa ctio n tow a rd s Relia nc e Fresh New D el hi
( w est Reg io n) ” is the result of my own effort in the training which I did
as a part of the curriculum, for the fulfillment of POST GRADUATE
DIPLOMA IN MANAGEMENT (PGDM). It has not been duplicated from any
other earlier works and all information provided in this report is genuine.
This Report is submitted for the partial Fulfillment of PGDM program. It has
not been submitted to any other university or for any other degree.

Gaurav Kumar gupta

PGDM-Marketing
School of Management Sciences
 Certificate

This is to certify that the project report entitled “A study on Consum e r

Sa ti sfa c tio n tow a rd s Relia nc e Fresh New D elhi ( w est
Reg i o n) has been prepared by Mr. Gaurav Kumar gupta in partial
fulfillment of the requirement for the award of PGDM from “SCHOOL OF
MANAGEMENT SCIENCES LUCKNOW” has been carried out under my
supervision and guidance and that no part of report has been submitted for
the award of any other degree.

Place:

Date:

Signature of
project Guide:-
 CONTENTS

Chapter 1. Introduction & Background

1.1 Company Profile

1.2 Objective of the Project

Chapter 2 . Research Methodology & Design

Chapter 3 . Data Collection Analysis & Interpretation

Chapter 4. Research Findings

Chapter 5. Analysis of Finding/Information & Conclusion

Chapter 6. Limitations of the project

Chapter 7. Suggestion & Recommendations#

Appendices
Questionnaire

References
Books
Web sources
 Chapter 1

INTRODUCTION
&
BACKGROUND

COMPANY PROFILE
 FOUNDER
"Growth has no limit at Reliance. I keep revising my vision.
Only when you can dream it, you can do it."

Dhirubhai H. Ambani
Founder Chairman Reliance Group
December 28, 1922 - July 6, 2002

Dhirubhai Ambani founded Reliance as a textile company and led its

evolution as a global leader in the materials and energy value chain
businesses.

He is credited to have brought about the equity cult in India in the

late seventies and is regarded as an icon for enterprise in India. He
epitomized the spirit 'dare to dream and learn to excel'.

The Reliance Group is a living testimony to his indomitable will,

single-minded dedication and an unrelenting commitment to his
goals.
 BOARD DIRECTOR OF RELIANCE
INDUSTRIES

Mukesh D. Ambani
Chairman & managing director

Nikhil R. Meswani Hital R. Meswani

H.S.Kohli
Executive Director Executive Director Executive
Director
 Organization History
Giant corporations like Wal-Mart and Reliance have started to try and take
over the Indian retail sector. The entry of the giant corporate retail in India’s
food market will have direct impact on India’s 640 million farmers and 30
million people employed in tiny retail. More than 6600 mega stores are
planned with Rs. 30,000 crore by 2011.
Our case is intended to cover two primary objectives which are:

First, when experts and giants like future group Wal-Mart and Reliance they
are ready to start operations in retail what kind of strategies and structure
they would be having to get the competitive edge over each other and
established small and unorganized retailers.
Second, what kind of impact has been on other retailers including
unorganized ones with the opening of Reliance Fresh stores?

In the following case findings about Reliance Fresh were quite awakening
and exemplary.
Even after recent shutdown of Reliance fresh stores from UP and
unwelcoming vibes from states like Kerala, West Bengal, Orissa and
Jharkhand for its retail format (which was allegedly capturing the
unorganized sector and leaving thousands of self employed people jobless)
Reliance was not in any mood to hamper its 24000 crore plan. Reliance
responded with superb strategy in which it shifted its focus from retailer to
being a supplier i.e. targeting hawkers, vendors, Push cart wheelers instead
of customers.
Big retailers like Reliance have huge resources and network which directly
impacted many of the retailers some of whom are planning to quit. In our
sample size of 74 retailers more than 20 agreed to have lost as much as 40%
of their sales.
This case also discusses pros and cons of contract farming which on one part
assures farmers of price for their crop and knowledge about
fertilizers and seed but on other side has some obvious drawbacks like
monopoly of big retailers.

As a big market in which organized sector is poised to grow with 24% - 20%
annually our government must come with appropriate regulations to save
small retailers and our agricultural sector.
 BACKGROUND OF RETAIL

India is a land of retail democracy- hundreds of thousands of weekly haats

and bazaars are located
across the length and breadth of our country by people’s own self-
organizational capacities. Our
streets are bazaars – lively, vibrant, safe and the source of livelihood for
millions. India has the
highest shop density in the world, with 11 outlets per 1000 people. This does
not include the village haats.
Our retail democracy is characterized by
1. High levels of livelihoods in retail with nearly 30 million employed which
accounts for 8%
of the employment and 3% of the entire population.
2. High levels of self - organization.
2. Low capital input
3. High levels of decentralization

Retail in India has started with the concept of weekly markets, where all the
traders gather at one
big place to sell their products every week. The people come to these weekly
markets to buy the
household items for the next one week. Village fairs and melas were also
common as it had more of an entertainment value. Once the people started
getting busy with their lives and when they turned entrepreneurial, there
emerged the mom and pop shops and the kiranas in the neighborhood. After
independence, came into existence the system of Public distribution of foods
through the ration shops, where food grains, sugar and oil for the daily
consumption were distributed at subsidized rates through the government
ration shops. The modern corporate retail formats are of the exclusive brand
outlets, hypermarkets and supermarkets, departmental stores and shopping
malls. But still the Indian consumer depends on the self-organized retail
shops for their daily needs.

This is largely due to the excellent food retailing system that was established
by the kirana (mom and-pop) stores that continue meet with all the
requirements of retail requirements albeit without
the convenience of the shopping as provided by the retail chains. The
Hawkers/lari galla vendors
and the local kiranas are the two main forms of unorganized retail in the
country, which almost
account for 97% of the total retail trade.
Giant corporations like Wal-Mart and Reliance have started to try and take
over the Indian retail
sector. Currently the value of the retail market is estimated at around $ 270
billion with a growth
rate of 4.7 per cent per annum according to the Indian retail report. The size
of small retail is big, the size of big retail is small, a mere Rs. 240 billion in
2003 or 2% and Rs. 384 billion or 3.7% per cent of the retail market in 2006.
However, the large scale corporate retail is projected to grow at the rate of
28% to 20% per annum, reaching Rs. 1000 billion or $ 70 billion by 2010
from the current size of US $ 8.7 billion. The tenfold increase in corporate
retail will be at the cost of small scale retail, which employs nearly 10% of
India’s population.

The strategy here is to define the small scale self-organized retail as

“unorganized” and the large
scale corporate retail as “organized”. The real difference is however not
unorganized vs organized. But it is “self-organized vs. corporate”.

RELIANCE RETAIL LIMITED

Reliance Retail is the retail chain division of Reliance Industries of India

which is headed by
Mukesh Ambani. Reliance Industries Chairman Mukesh Ambani has unveiled
a Rs. 24,000-crore
($4.60 billion) retail plan for the company on June 26, 2006. Mukesh Ambani
has called this
Starting of reliance retail as an idea which has the potential to revolutionize
the Indian socioeconomic framework. He said "Conceptually, Reliance is
creating a virtuous circle of prosperity by bringing farmers, small
shopkeepers and consumers in a win- win partnership.” "A new company,
Reliance Retail Ltd. (RRL) will spearhead this revolution. Reliance Industries
will have a 100 percent stake in RRL, save for employee stock options".
 CONSTITUENT UNITS

THE RELIANCE EMPIRE

Reliance being the all encompassing company has entered into all
the sectors, retail being their latest.

RELIANCE INDUSTRIES LIMITED

Chairman and Managing Director : Mukesh

Ambani
Market Capitalization : INR
29,609,140,020 (Sept, 2006)
Total Shares Outstanding : 22,304,900
(Sept, 2006)
Closely Held Shares : 11,264,932
Sales : INR
10,412,962,000
According to the company website "1 out of every 3
investors in India is a Reliance shareholder. RIL is ranked
at 232 in the 2006 Fortune Global 400 list among the
world’s
largest corporations.
The Reliance Product End uses
Industries
Business Brand

Petroleum Crude oil and Natural Refining,power,petrochemi

(Exploration& gas cals and other industries.
production)

Refining LPG, Propylene, Domestic and industrial

Gasoline, Jet/Aviation fuel Feed stock for
turbine fuel, High petrochemicals,Trasnsport
Speed Diesel, fuel, Aviation fuel,
Superior kerosene oil Domestic Fuel, Transport
Fuel, Feedstock for
fertilizers, feed stock for
power plants
and cement plants

Polymers Polypropylene
Repol High Density
Relene Polyethylene

Linear low density

Reclair polyethylene
Reon Poly Vinyl Chloride

Relpipe Poly-Olefin pipes

Chemicals Linear Alkyl Benzene Detergents

Relab

Acrylic Wet spun Acrylic fibre

Recrylon Dry spun Acrylic fibre
Recrylic

Fibre Intermediates Paraxylene

Mono Ethylene

Texltiles Suitings, shirtings, Fabrics

Vimal Dress
material, Sarees
Furnishing, home textiles
Harmony Furnishing Fabrics,
Day
curtains, Automotive
upholstery
RueRel Fabrics

Suitings
V2 Fabrics

Ready to stitch take

Reance away fabric Suits, shirts and trousers.
�Reliance recorded a profit of 8.9% on assets - first among the 28 chemical
companies in Asia.
�In  terms of market cap, Reliance Industries ranks third among chemical
companies in Asia, with a market cap of $6087.2 million as on October 19,
2001.
�Reliance's
 total sales, at $6222 million, ranked eighth among the 28 Asian
chemical
companies. Reliance's total sales have gone up substantially from 1996
when the company
recorded $2384 million.
�Company
 with the highest refining capacity in India-60mpta
Reliance SEZ
At Jhajjar, Haryana (Area covered 24, 000 acres) (Nature of SEZ-
Multi product)
Reliance SEZ in Raigad (Area covered- 10,000 hectares)

COMPANY BACKGROUND
We can see many examples of businesses where ,first we grow and then
think of expanding but
Reliance is quite different. Reliance has developed such huge amount of
resources and capital over the years that whenever it steps into any
segment it is not required to wait for growing signal, that’s why it always
thinks of expanding without any bounderies. Reliance retail is next
Step by RIL which will be a pan India project.
Reliance Fresh is the retail chain division of Reliance Industries of India which
is headed by Mukesh Ambani. Reliance has entered into this segment by
opening new retail stores into almost every metropolitan and regional area
of India. Reliance plans to invest Rs 24000 crores in the next 3 years in their
retail division and plans to begin retail stores in 783 cities across the
country. The Reliance Fresh supermarket chain is RIL’s Rs 24,000 crore
venture and it plans to add more stores across different g, and eventually
have a pan-India footprint by year 2011.
The super marts will sell fresh fruits and vegetables, staples, groceries, fresh
juice bars and dairy products and also will sport a separate enclosure and
supply-chain for non-vegetarian products. Besides, the stores would provide
direct employment to 4 lakh young Indians and indirect job opportunities to a
million people, according to the company. The company also has plans to
train students and housewives in customer care and quality services for part-
time jobs.
The company is planning on opening new stores with store-size varying from
1,400 sq ft to 2,000 sq ft, which will stock fresh fruits and vegetables,
staples, FMCG products and dairy products. Each store is said to be within a
radius of 1-2 km of each other, in relation to the concept of a neighbour
store. However, this is only the entry roll-out that the company has planned.
Bangalore is said to have 30 stores in all by the end of the year.
In a dramatic change due circumstances prevaling in UP, West Bengal and
Orissa, It was mentioned recently in News Dailies that, Reliance Retail is
moving out stocking. Reliance Retail has decided to minimise its exposure in
the fruit and vegetable business and position Reliance Fresh as a pure play
super market focusing on categories like food, FMCG, home, consumer
durables, IT, wellness and auto accessories, with food accounting for the bulk
of the business.

The company may not stock fruit and vegetables in some states, Orissa
being one of them. Though Reliance Fresh is not exiting the fruit and
vegetable business altogether, it has decided not to compete with local
vendors partly due to political reasons, and partly due to its inability to
create a robust supply chain. This is quite different from what the firm had
originally planned. When the first Reliance Fresh store opened in Hyderabad
last October, not only did the company said the store’s main focus would be
fresh produce like fruits and vegetables at a much lower price, but also
spoke at length about its “farm-to-fork’’ theory. The idea the company spoke
about was to source from farmers and sell directly to the consumer removing
middlemen out of the way. Reliance may exit some businesses if the
business does not increases by March 2008.

CORPORATE SOCIAL RESPONSIBILITY

Today when most of the companies are busy in making profits by any means, there
are few
Ones who are focused to return this society, a part of what they have earned
through
this society. Reliance retail is one of them. Following efforts of reliance retail
are aimed at benefiting the society making reliance socially responsible:

1) Reliance Retail aims at recruiting people from the underprivileged

community in society. "Hence, we are planning to train students from
corporation schools and schools run by NGOs. And, we consider this as
a part of our corporate social responsibility," he said.
Asked whether the company will take students on an employment basis and
pay them a stipend during the course period, he said that actually, it is
planning to charge a "small fee" from those who want to join the course "as
we want to bring in some discipline and regularity among the students", and
will reimburse that once they are inducted into service.
2) Farming in India is highly fragmented and subject to harsh climatic
conditions: once harvested, it is very difficult to keep fruits and
vegetables fresh. To secure high quality, Reliance Retail is directly sourcing
fresh agricultural produce from thousands of farmers from villages through
Collection Centers.
With this concept, Reliance has built a business model generating shared
value that links the company supply chain more closely to poor farmers in
Indian villages. Reliance is providing a guaranteed market for the farmers’
produce, reducing transaction costs and training the farmers in better and
sustainable farming practices. This initiative results in higher income and
upgrading of skills for the farmers, and reduced spoilage of produce (up to
24 percent) and better quality products f or Reliance retail stores.

2) Reliance retail has adopted “farm to fork” theory which means it is

procuring directly
from the farmers thus offering them quite reasonable prices for their
produce as now no intermediaries are involved. In return Reliance is giving
farmers information about how can farmers improve their productivity. They
have centers in villages who apart from providing information make farmers
aware of market rates of different crops so that farmers can choose crops
they want to sow to become profitable. farmers are provided technical help
as well like information about quality of seeds and fertilizers.

A GLANCE AT EXISTING RELIANCE

FACILITIES : MORE THAN 200 STORES IN 12 CITIES.

PROCESSING CENTERS IN PUNJAB, DELHI, RAJASTHAN,

M.P, GUJARAT, JHARKHAND, ORISSA, KERALA,
TAMILNADU, BENGAL, ANDHRA PRADESH, KARNATAKA.

INVENTORY : FRESH FRUITS AND VEGETABLES, STAPLES, GROCERIES,

FMCG’s, MILK ETC.

TRANSPORTATION : “RELOGISTICS “ , 2000 CRORE RELIANCE COMPANY..

. TATA 307, TATA 309, TATA 909 AND COLD TRUCKS.
USE THIRD PARTY LOGISTICS ALSO

INFORMATION : ADVANCED STORES WITH UPGRADED SOFTWARES.

SOURCING : NEARBY VILLAGES OF ABOVE MENTIONED

PROCESSING CENTERS + FEW INHOUSE LABELS + KNOWN SUPPLIERS.

PRICING : PROCUREMENT FROM FARMER’S HAS GIVEN

RELIANCE COMPETITIVE EDGE OVER THE OTHER RETAILERS.
 RELIANCE GROUP
The Reliance Group, founded by Dhirubhai H. Ambani (1922-2002), is India's
largest private sector enterprise, with businesses in the energy and materials
value chain. Group's annual revenues are in excess of US$ 20 billion. The
flagship company, Reliance Industries Limited, is a Fortune Global 400
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, fiber
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 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 main

subsidiaries Reliance Petroleum Limited and Reliance Retail Limited) and
Reliance Industrial Infrastructure Limited.

MAJOR PRODUCT AND BRAND OF RELIANCE

RETAIL
 QUALITY MANAGEMENT SYSTEMS
RIL continues to take quality improvement measures and strengthen quality
management systems at all manufacturing locations.

 An International Quality Benchmarking System is well in place in all our

laboratories which assures best QMS for our entire product profile.

 Employee participation in quality initiatives through Quality Circles has

won several national awards.

 Six Sigma initiatives have contributed to better quality, cost savings

and customer satisfaction across all our sites.
  Quality Loss Index – a statistical tool to enhance performance and
productivity is in practice in all our labs.

 Electronic Data Management System – A web based LIMS (Laboratory

Information Management System) with process QMI (Quality Measuring
Instruments) interlink is in place and operational.
 The most advanced techniques and methods are followed by our
analytical laboratories to provide reliable services. The in-house
developed online Laboratory Information Management System (LIMS)
is used extensively at all locations as part of the Quality Management
System.

MAJOR COMPETITOR

 Big apple
 264
 More
 Apna Bazar
 Sabka Bazar
 NEED FOR STUDY

The present study is contained to New Delhi (west Region) it is considered

Reliance Retail service to the customers. In New Delhi. Many Retailers
available .some major organized Retailers has been selected to study the
consumer’s satisfaction in it .
Now - a –days, the customers are more dynamic.
Their taste, needs and preference can the changing as per current scenario.
Hence the development of the Retail service industry more specifically
development of company depend on the customer satisfaction.

 Does the service industry satisfy the social responsibility?

 What are the expectations of the customers regarding Retail services
from Retail industry?
 Whether the Retail service provided by Retail industry is satisfying the
customers.
 Are the facilities adequate to satisfy the customer?
OBJECTIVE
 OBJECTIVE

The objective of the survey project report is to find out various things .Some
of them are mentioned below---

 Customer service satisfaction in reliance fresh store.

 Need of the customer in reliance fresh store.
 Facilitate customer demand in reliance fresh store.
 Supply chain management of Reliance Retail
 The marketing strategy applied by Reliance Fresh.
 Chapter 2

RESEARCH
METHODOLOGY
&
DESIGN

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

Research Methodology is a way to

systematically solve the research problem. In it we study the various steps
that are generally adopted by a researcher in studying his research problem
along with logic behind them

TYPE OF RESEARCH-

To Study the two stores of Reliance Fresh”. I have gone through various
news papers, magazines, websites and collected information and data. And
collected primary data to customer of reliance fresh. And my study based on
exploratory research.

DATA COLLECTION:-

(Primary Data)
Collect information through the customer of Reliance Fresh
(Secondary data)
In data collection method we shall collect the secondary data from the
following sources.
News paper
Magazine
Internet

PARAMETERS OF RESEARCH

Offer’s
Service
Satisfaction
Quality of Product

SURVEY DESIGN:
The study is a cross sectional study because the data were collected at a
single point of time. For the purpose of present study a related sample of

population was selected on the basis of convenience.

SAMPLE SIZE AND DESIGN:

A sample of 316 people was taken on the basis of convenience. The actual
retailers were contacted on the basis of random sampling.

Number of male Respondent-

123

Number of Female Respondent

292

RESEARCH PERIOD:
The duration of Research work was of 2 months.

RESEARCH INSTRUMENT:
This work was carried out through self-administered questionnaires. The
questions included were open ended, dichotomous and offered multiple
choices.

DATA ANALYSIS:
The data was analyzed on the basis of suitable tables by using mathematical
techniques. The technique that I have used is bar graphs.

DATA ANALYSIS TECHNIQUES TO BE USED:

 MS Excel

 MS word

Chapter 3
 DATACOLLECTIO
N
ANALYSIS
&
INTERPRETATION

DATA TABULATION AND ANALYSIS

DEMOGARPHIC FEATURES OF REPONDENTS

Ratio of male to female
PARTICULARS NUMBER
Male 123
 Female 292

Data Collected-
Data collected for this survey know the
demography ( gender) of reliance fresh customer

ANALYSIS—
The total number of respondent is 415 . 123 are
male and their contribution are 70.19 and 292 are females and
their contribution are29.8%.

Interpretation
In whole survey we found that most of
the customer in these store is female . this data is very helpful for
management at the time of decision . by this survey company
always consider female demand.

1-Which Retail store do u like to purchase the

product?

Reliance Fresh More Big apple 365

Relianc more Big 365

e fresh apple
202 72 122 19
 250

200

150

100

50

0
Reliance more Big apple 365
fresh

Data Collected-
Data collected for this survey to know
the consumer preference to shopping.

ANALYSIS—
The total number of respondent is 415 . 202
prefer Reliance fresh and their contribution are 38.79 %122 like
Big apple &their contribution is 29.22 %, 72 like more &
contribute 17.20% . 19 people like 264 store and their
contribution are2.80%.

Interpretation
According this questionnaire I observed
that I observed that most of the people like reliance fresh or big
apple according to this analysis we should try to attract new other
store customer and try to detail our customer various promotion
scheme.

2- Where Do u like to purchase the product?

Retail store shopkeeper

Retail store Shopkeeper

127 288
 300
250
200
150
100
50
0
Retail store Shopkeeper

Data Collected-
Data collected for this survey to know the
consumer choice for there shopping.

ANALYSIS—
The total number of respondent is 415. 127 prefer Retail
store and their contribution are 20.40 % 288 like to shop from local shop
keeper.

Interpretation
According this questionnaire I observed that
unorganized retail sector the first choice of the customer which tells us
company should try to penetrate many tact and technique to attract the new
customer.

4- Are u satisfied from Pricing of the products

Strongly Disagree Cant’ say Agree Strongly

disagree agree
12 129 35 196 43
Data Collected-
Data collected for this survey to know the
price of the product of the store.

ANALYSIS—
The total number of respondent is 415 . 196 responded
satisfied with the price of the store 32 responded said price is lower than
other competitors price,129 responded not satisfied with the price and said
price is higher than the competitor. 12 responded said price is much higher
than local market and 35 said they have no idea of other competitors.

Interpretation
According this questionnaire I observed that
,price play significant role in purchasing most of the people are satisfied
with the price and company should try to again keep the price lower than
competitor to retain the customer.

4- Why do u prefer to purchase in Retail store?

Better Offers low price quality

services product
120 122 80 93
Data Collected-
Data collected for this survey to know the
customer purchasing nature of the store customer .

ANALYSIS—
The total number of respondent is 415. ,120 responded
like better services and 122 like offers and 93 customers are those customer
which prefer qualitative product and 80 responded like low price.

Interpretation
According this questionnaire I observed that most of
the customer like better service and better offers , company should try to
provide better services full fill the need of customers and provide the offer
like voucher scheme and weekend offer to retain old customer and attract
new customer.

6- How was your experience in the Retail store?

Excellent Good Average Bad

 26 229 126 34
250

200

150

100

50

0
Excellent Good Average Bad

Data Collected-
Data collected for this survey to know the
satisfaction level of the customer.

ANALYSIS—
The total number of respondent is 415 . 229 responded
said good 126 said average 34 said bad 26 said excellent about store.

Interpretation
According this questionnaire I observed that
most of the customer are satisfied but the non satisfied customer also in big
quantity company should try to rectify the problem of the customer
immediately and full fill there need providing better services .

7- Are satisfied from the Product Range of store?

Very Good Don’t Bad Very bad

good know
42 229 13 122 9
 250

200

150

100

50

0
Very good Good Don’t Bad Very bad
know

Data Collected-
Data collected for this survey to know the which
product customer demand.

ANALYSIS—
The total number of respondent is 415 . 229 responded
are satisfied with verity of goods 42 are more satisfied 122 responded are
not satisfied 9 customer are fully disappointed with the product range and 13
responded has no idea

Interpretation
According this questionnaire I observed that
most of the customer are satisfied with product range and product line store
should try to maintain this product range and try to add some other products
in there range .
 Chapter 4

RESEARCH
FINDING’S

FINDING’S

Few years back shopping were not common among the customers. But with
the organized Retail revolution now we can find almost customer shopping
on organized Retail store.
Most of the customer prefers shopping in local market than Retail store.
Most preferred Reliance Retail stores , because in Reliance fresh store they
purchase is convenient and at fixed price.

 Prices were higher than market price.

 Many products customer demand which were not fulfilled by the store.
 Many times fresh fruits, vegetable were not available in the store.
 Customer sales associate was not attend the customer , so customer‘s
was irritated.
 Payment counters were not work, so customer were wait -24-20 min
for billing.
 Product‘s price was not marked properly.
 Government banned poly bags., So any other option not started by
Reliance fresh store..
 CSA were not Experienced, so they did not behave well to the
customers.Many times they were Misbehave with customer’s.
 Dump Ratio was very high in the stores.
 Chapter 5

ANALYSIS
OF
FINDINGS
&
CONCLUSION
 CONCLUSION

 Quality of glossary items v good in comparison of other

competitors.
 Reliance Fresh stores sale was very high in comparison of other
competitors.
 Many customers were not agreeing with the price of Reliance
Fresh.
 Customer satisfaction toward Reliance fresh was very less.
 Loyalty program (Reliance one card) was very beneficial for the
stores.
 In conclusion it can be said that “customer can only be delight

customer when he get more than value for money”.

 Chapter 6

LIMITATIONS
OF
THE PROJECT
 LIMITATIONS

The limitation of this survey is as follows:

This survey report is based on customer of New Delhi. Although it was

prepared in a sequential manner and done systematically but there are
some limitation.

 Sometimes respondents were not co-operative in filling up the

questionnaire.

 Some of them have not even time to fill up the questionnaire.

 Numbers of respondants are only 415 so it does not cover the

whole universe. It can not give accurate result.

 All the findings and analysis are based only on the responses of
the repondent..
 Chapter 7

SUGGESTION
&
RECOMMENDATIONS
 SUGGESTION

 Price was higher than market price, so reduce the price of the products
customer like to purchase From store.
 Many times fresh fruits, vegetable were not available in the store
because store manger not care these products they shown bad quality
product in next morning.
 Dump ratio was very high in the Stores, because store manager was
not reducing price in the evening.
 Payment counters were not work properly, customer were wait -24-20
min for billing., So customers was irritated to purchase. start all
payment counter for billing
 Provide separate A/C section
 Government banned poly bags. So any other option not started by
reliance fresh.
Provide paper carry bags to customers
 Reliance one card not give to daily coming customer they have only
temporary card, so provide hard card to good customers.
 CSA was not very active with customer and they have no knowledge
about sale.
 Quality of the vegetable s was not good in the stores because DC not
send good quality vegetables.
 RECOMMENDATIONS

After the complete analysis of entire STUDY we put forward a set of

recommendations which are a follows:

 PRICING

Depending on the market conditions / competition from Retail store not to

suit local conditions, there should be flexible pricing.

 IMPROVEMENT IN TECHNOLOGY

Reliance Retail should immediately shift to third generation switches. This

will improve the quality of the product & service to desired level and
provide simultaneous integration with the Distribution channel.

 MAINTAIN THE QUALITY STANDARD

Quality standard of product was very poor in the stores, many times good
quality vegetables not found by customer.

 PROMOTIONAL SCHEMES

Promotional schemes are many time not shown on front, so customers

were not aware with new promotions.

 TRAINED SALES ASSOCIATE

Customer sales associate are not well trained so they not deal the
customer ,so provide the training to CSA’s.

 ESTABLISHMENT OF DISTRIBUTION CHANNELS

Reliance Retail should establish widespread and conspicuous distribution

to match that of the competitors. The distribution network shall make the
product visible and available at convenient locations.
APPENDICES
 Questionnaire
Name-
Age---
Gender-- Male Female
Income level- 10000>40000
40000>200000

1-Are u a Regular Customer of Reliance fresh?

Yes No

2- Where do u like to purchase the product?

Retail store shopkeeper

3- Which Retail store do u like to purchase the

product?

Reliance Fresh More Big apple 264

4- Are u satisfied with this Price Marking?

Strongly Disagree Disagree can’t say Agree

Strongly Agree

5- Why Are u prefer to purchase on Retail Store?

Better services Offers Low price Quality

product

6- How was your experience in this Retail store?

Excellent Good Average Bad

7- Are satisfied from the Product Range of store?

Very good Good don’t know Bad very Bad
REFERENCES
.

BIBLIOGRAPHY
BOOKS:

Marketing Research – Paneerselvam

Research Methodology – C.R Kothari
Principles of Marketing – Philip Kotler

WEB RESOURCES:
www.ril.com
www.google.com

MAGAZINE:

Outlook Express
Business today
Money Outlook

NEWS PAPER:

Business standard
Times of India
Economic times