SUMMER TRAINING REPORT ON

“Shopper Behavior & Customer Experience Evaluation

at Select Stores of Reliance Retail”

“Submitted in the Partial Fulfillment for the Requirement of

Post Graduate Diploma in Management”
(PGDM)

Submitted to: Submitted by:

Dr. Neelam Tandon Abhishek Chauhan
Professor PGDM Roll No.65
Batch: 2018-2020

Jagannath International Management School

Kalkaji, New Delhi

1
 DECLARATION

This is to certify that I Abhishek Chauhan had completed the Project

titled “Shopper Behavior & Customer Experience Evaluation at
Select Stores of Reliance Retail” under the guidance of Internal
Guide Dr. Neelam Tandon in the partial fulfillment of the requirement
for the award of degree of PGDM from JIMS, Kalkaji, New Delhi.

This information is used for academic work only. Any resemblance of

existing work is purely coincidental and it has not been submitted
elsewhere.

Abhishek Chuahan

65/PGDMB/KJ/2018

2
 CONTENTS
S.no. Description Page
no.
1 Acknowledgement 4

2 Executive Summary 5

3 Chapter: 1 Introduction 6-14

4 Chapter: 2 Company Profile 15-26

5 Chapter: 3 Research Methodology 27-30

6 Chapter: 4 Analysis & Interpretation 31-50

7 Chapter: 5 Findings & Inferences 51-54

8 Chapter: 6 Conclusion & Recommendations 55-57

9 Appendices
58

Bibliography
58

Questionnaire
59-67

3
 Acknowledgement

I would like to express my heartfelt gratitude to our chairman DR.

AMIT GUPTA, JAGANNATH INTERNATIONAL MANAGEMENT
SCHOOL, KALKAJI for the extension of the college facilities which
enabled me to complete this project.
I feel obliged to our Director DR. J.K BATRA, for his support and
encouragement.

I owe my achievement to the inspiration and kind guidance to

respected Dr. Neelam Tandon, Lecturer and my Internal Guide for
her constant encouragement and guidance throughout the
dissertation project without which this project would not have been
successfully possible.

For the completion of this project report, various people have put in
their efforts. I would like to thank and appreciate all the employees of
Reliance Trends, Fresh, Digital, Smart, Petro and Jio for their
supportive attitude and for answering my queries which helped me in
better understanding of the different aspects of the Reliance Retail
outlets.

Abhishek Chauhan

65/PGDMB/KJ/2018

4
 EXECUTIVE SUMMARY

 The Retail sector in India accounts to huge economic growth and

one of the major contributors in GDP. The retail market of India is
seen to be as one of the fastest growing market among other
countries of the world.
 Earlier there used to be small shops owned by small business
owner, but now we can see large format retail stores and multi-
brand retail outlets.

 Reliance Retail is one of the major players and now it’s already a
big player after becoming the first one to be present in 6600 cities
with a total of 10,000 stores all over India.

 The valuation of the Reliance Retail has reached about 2.5 lakh
crore in the unofficial market which is 75% more than its all
listed competitors put together.

 The objective of my study is to support and contribute to the

market research by understanding shopper’s buying behavior
and experience evaluation. To carry out this research I was
provided with the predefined structured questionnaire and would
have to get it filled by interacting with customers present in the
retail format.

 Findings include lack of awareness of its mobile linked loyalty

program in all format, variety of problems in Fresh format,
overall satisfied or very satisfied customers.

 With no exception, this study too had some limitation which

includes the sample size, specific working hours of study, and the
location.

5
 CHAPTER-1
INTRODUCTION TO TOPIC

6
 Understanding Retail

Before understanding the concept of retail, let us first go through few

terminologies.

Market - Any system or place where parties are engaged in

exchange of either goods or services is called as market. The parties
are often called as buyers and sellers. The seller offers his goods or
services to the buyer who in return purchases it in exchange of
money.
Goods - Tangible (things which can be seen and touched) physical
products which are transferred from a seller to the buyer (consumer)
to fulfill the latter’s need are called as goods.
Jack owned two laptops which he sold to Mike. In this case Jack is
the seller while Mike is the buyer. Laptops are the goods which were
earlier in Jack’s custody and now belong to Mike.

What is Retail?
Retail involves the sale of goods from a single point (malls, markets,
department stores etc) directly to the consumer in small quantities for
his end use. In a layman’s language, retailing is nothing but
transaction of goods between the seller and the end user as a single
unit (piece) or in small quantities to satisfy the needs of the individual
and for his direct consumption.

Let us understand the concept with the help of an example.

Tim wanted to purchase a mobile handset. He went to the nearby
store and purchased one for himself.
In the above case, Tim is the buyer who went to a fixed location (in
this case the nearby store). He purchased a mobile handset
(Quantity - One) to be used by him. An example of retail.

7
The store from where Tim purchased the handset must have shown
him several options for him to select one according to his budget and
need.

From where do you think the store owner (also called the retailer)
purchased all the handsets?

Here the manufacturers and the wholesalers come into the picture.

The retailers purchase goods in bulk quantities (huge numbers) to be

sold to the end-users either directly from the manufacturers or
through a wholesaler.

The Supply chain

Manufacturers --- Wholesalers — Retailers — End User (Consumer)

Manufacturers - Manufacturers are the ones who are involved in

production of goods with the help of machines, labor and raw
materials.
Wholesaler - The wholesaler is the one who purchases the goods
from the manufacturers and sells to the retailers in large numbers but
at a lower price. A wholesaler never sells goods directly to the end
users.
Retailer - A retailer comes at the end of the supply chain who sells
the products in small quantities to the end users as per their
requirement and need.
The end user goes to the retailer to buy the goods (products) in small
quantities to satisfy his needs and demands. The complete process
is also called as Shopping.
Shopping - The process of purchasing products by the consumer is
called as shopping. However there are certain cases where shopping
does not always end in buying of products. Sometimes individuals do

8
go for shopping but return home empty handed. Such a shopping is
merely for fun and is called window shopping. In window shopping,
individuals generally go to the market, check out various options and
their prices but do not buy anything. This kind of shopping helps to
break the monotony.

Evolution of the Indian Retail Sector

The origins of retailing in India can be traced back to the emergence
of Kirana stores and mom-and-pop stores. These stores used to
cater to the local people. Eventually the government supported the
rural retail and many indigenous franchise stores came up with the
help of Khadi & Village Industries Commission. The economy began
to open up in the 1980s resulting in the change of retailing. The first
few companies to come up with retail chains were in textile sector, for
example, Bombay Dyeing, S Kumar’s, Raymonds, etc. Later Titan
launched retail showrooms in the organized retail sector. With the
passage of time new entrants moved on from manufacturing to pure
retailing.
Retail outlets such as Foodworld in FMCG, Planet M and Musicworld
in Music, Crossword in books entered the market before 1995.
Shopping malls emerged in the urban areas giving a world-class

9
experience to the customers. Eventually hypermarkets and
supermarkets emerged. The evolution of the sector includes the
continuous improvement in the supply chain management,
distribution channels, technology, back-end operations, etc. this
would finally lead to more of consolidation, mergers and acquisitions
and huge investments.

Phases in the evolution of retail sector

Weekly Markets, Village and Rural Melas
 Source of entertainment and commercial exchange
Convenience stores, Mom-and-pop / Kirana shops
 Neighborhood stores/convenience
 Traditional and pervasive reach
PDS outlets, Khadi stores, Cooperatives
 Government supported
 Availability/low costs/distribution
Exclusive brand outlets, hypermarkets and
supermarkets, department stores and shopping malls
 Shopping experience/ efficiency
 Modern formats/ international

Percentage of Organized Retail across the world

Compared to developed and developing nations, India's share of 91
per cent unorganized retail underscores the huge latent potential that
remains to be explored by organized players. For instance, in the US,
85 per cent of the overall retail market is organized while Malaysia,
Thailand and Philippines have a 55 per cent, 40 per cent and 35 per
cent share, respectively.

Retail Industry in India

The Indian retail industry has emerged as one of the most dynamic
and fast-paced industries due to the entry of several new players.

10
Total consumption expenditure is expected to reach nearly US$
3,600 billion by 2020 from US$ 1,824 billion in 2017. It accounts for
over 10 per cent of the country’s Gross Domestic Product (GDP) and
around 8 per cent of the employment. India is the world’s fifth-largest
global destination in the retail space.

Market Size
Retail market in India is projected to grow from an estimated US$
672 billion in 2017 to US$ 1,200 billion in 2021F. Online retail sales
are forecasted to grow at the rate of 31 per cent year-on-year to
reach US$ 32.70 billion in 2018.
India is expected to become the world’s fastest growing e-commerce
market, driven by robust investment in the sector and rapid increase
in the number of internet users. Various agencies have high
expectations about growth of Indian e-commerce markets.
Luxury market of India is expected to grow to US$ 30 billion by the
end of 2018 from US$ 23.8 billion 2017 supported by growing
exposure of international brands amongst Indian youth and higher
purchasing power of the upper class in tier 2 and 3 cities, according
to Assocham.

Investment Scenario
The Indian retail trading has received Foreign Direct Investment (FDI)
equity inflows totaling US$ 1.66 billion during April 2000–March 2019,
according to the Department of Industrial Policies and Promotion
(DIPP).
With the rising need for consumer goods in different sectors including
consumer electronics and home appliances, many companies have
invested in the Indian retail space in the past few months.
India’s retail sector investments doubled to reach Rs 1,300 crore
(US$ 180.18 million) in 2018.
Walmart Investments Cooperative U.A has invested Rs 2.75 billion
(US$ 37.68 million) in Wal-Mart India Pvt Ltd.

11
Government Initiatives
The Government of India has taken various initiatives to improve the
retail industry in India. Some of them are listed below:
 The Government of India may change the Foreign Direct Investment
(FDI) rules in food processing, in a bid to permit e-commerce

12
 companies and foreign retailers to sell Made in India consumer
products.
 Government of India has allowed 100 per cent Foreign Direct
Investment (FDI) in online retail of goods and services through the
automatic route, thereby providing clarity on the existing businesses of
e-commerce companies operating in India.

Road Ahead
E-commerce is expanding steadily in the country. Customers have
the ever increasing choice of products at the lowest rates. E-
commerce is probably creating the biggest revolution in the retail
industry, and this trend would continue in the years to come. India's
e-commerce industry is forecasted to reach US$ 53 billion by 2018.
Retailers should leverage the digital retail channels (e-commerce),
which would enable them to spend less money on real estate while
reaching out to more customers in tier-2 and tier-3 cities.
It is projected that by 2021 traditional retail will hold a major share of
75 per cent, organized retail share will reach 18 per cent and e-
commerce retail share will reach 7 per cent of the total retail market.
Nevertheless, the long-term outlook for the industry is positive,
supported by rising incomes, favorable demographics, entry of
foreign players, and increasing urbanization.
Exchange Rate Used: INR 1 = US$ 0.0159 in FY19.

According to Financial Express recent article:-

Indian retail, one of the fastest-growing industries not only in the
country but across the globe, is expected to cross $1 trill===ion mark
by 2020. Currently pegged at $792 billion, the industry is likely “to
register a growth rate of about 12-14% over the next 3 years and
reach about $1,150 billion by 2021,” a CARE Ratings report said.
However, there is a large potential in six Indian markets, which has
been left untapped can drive the growth of the retail sector. Modern

13
retail in top markets viz Delhi, Tamil Nadu, Gujarat, Haryana,
Maharashtra and Kerala remains largely untouched but has a
tremendous possibility, the report said citing Retail Potential Index of
National Council of Applied Economic Research (NCAER). 
India is the fourth-largest consumer market in the world after the US,
China and Japan and is expected to take on Japan by 2030 to
emerge as the third biggest consumer market. The industry is riding
high on the back of a gamut of factors such as increasing disposable
levels, growing aspirations, favorable demographics, brand
awareness, improved standard of living and easy credit availability.
Also, the disruption brought by e-commerce has also played a vital
role even when only 12% of the Indian retail falls under the organized
segment. Out of the total organized retail segment, e-commerce’s
contribution is about one-fourth, according to the CARE Ratings
report. 

14
 CHAPTER-2
COMPANY PROFILE

15
 COMPANY PROFILE

Reliance Industries Limited:

RIL is the Indian conglomerate and one of the most profitable company in
India. It is the largest publicly traded company in India when it comes to
market capitalization; and has recently surpassed Indian Oil
Corporation in terms of revenue. It owns businesses across India
engaged in:

 Exploration and Production

 Petroleum Refining and Marketing

 Textiles

 Petrochemicals

 Retail

 Jio

Reliance Retail:

Reliance Retail is the subsidiary Retail initiative of the Reliance Industries.

Founded in the year 2006, it has now become the largest retail outlet in
India when it comes to revenue.
The retail initiative of Reliance Industries Limited is the epicenter of the
customer facing business of the group. Since its inception, which is not
very long it has managed to endure a strong bond with millions of
customers. This has been possible due to the unlimited choices it
provides, outstanding customer value preposition, the superior quality,
and the unmatched experience it provides across all its Retail outlets.

Reliance Retail is not just the largest retail chain in India, but also have
committed to “bettering the lives” by making difference on socio-
economic issues pertaining in India. The retail revolution by Reliance
Retail has provided millions of small producers & farmers a partnership

16
for their growth.

Reliance Retail serves in various categories of businesses which are

mentioned below:
Business Category Retail
Stores
Food & Grocery Business Reliance Fresh, Reliance SMART, Reliance Market

Consumer Electronics Business Reliance Digital, Reliance Express Mini, and Reliance JIO
stores
Fashion & Lifestyle Business Reliance Trends, Trends Women, Project Eve, Reliance
Footprint,

17
 Reliance Jewels

In addition to this, it also has large number of partner brand stores all
over the country.

The current scenario has made many businesses to shift to customer

centricity and Reliance Retail is no exception. Currently operating on the
same, it leverages the latest technology, efficient business process
and supply chain to achieve excellence. The strong people resource and
extraordinary contribution by its employees has made Reliance Retail to
become the choice of nation when it comes to shopping.

The world class shopping environment not only attracted customers,

but also the brand image of the Reliance Retail has attracted several
International brands to become as a partner of choice. It has an
exclusive partnership with popular international brands such as Kenneth
Cole, Marks and Spencer, Hamleys, Payless Shoesource, Diesel,
Thomas Pink, and lot more.

A brief description about the retail stores are as

follows:
Reliance Fresh:

Reliance Fresh is India’s leading retail chain delivering freshness and

savings. These stores cover the entire gamut of grocery needs and
follow a strong customer centric approach to meet all the shopping
needs, both routine and seasonal. They also provide us with the
choice between popular brands and well-known local brands.

Reliance Trends:

Reliance Trends is a leading lifestyle retail store which sells stylish,

high quality products across Womenswear, Menswear, Kids wear and
Fashion Accessories through own brands, national and international
brands.
Reliance Digital:

18
Reliance Digital operates as the largest consumer electronics store
chain in India through a network of over 5,700 Digital and Jio stores.
They offer the widest variety of products including but not limiting to
Air Conditioners, Refrigerators, Washing Machines, Kitchen and
Home Appliances, and a wide range of accessories of new age
gadgets across all major product categories.
Reliance Smart:

Reliance Smart is the modern supermarket which serves the needs of

value seeking customers. It acts as a one stop shop for the
customers as it offers fresh produce, bakery, dairy products, home
and personal care products and general merchandise. To make
Reliance Smart a complete shopping destination, Reliance Trends
and Reliance Digital are also located with it.

Reliance Footprint:

Reliance Footprint is a family footwear retail chain that caters to the

footwear needs of the entire family. It offers the widest range of
International, Domestic and Reliance owned brands and also includes
handbags, backpacks, socks, wallets and shoe care products.

Reliance Market:

Started since 2011, today Reliance Market has grown up to 43 stores

which serves around 2.5 million members. It deals in wide variety of
products including but not limiting to Personal care products,
Apparels and Home Appliances. It also offers regional, national and
international brands to its partners.

AJIO:

AJIO was revealed at the Lakme Fashion Week in Mumbai as a

digital fashion extension of Reliance. AJIO is Reliance Retail’s first
Pan-India E-commerce venture and contains styles which are
handpicked on trend, and at the best prices. It deals in Women’s
wear, kids wear, and Technology. The AJIO application is available to
download on both Google Play and Apple Store.

19
Reliance Jewels:
Reliance Jewels was started in 2007, and today it has grown up to 68
stores. It is known for its high quality, competitive pricing and superior
customer service. It ensures peace of mind with its products such as
BI Shallmark gold, internationally certified diamonds and free jewelry
insurance.
Project Eve:
Project Eve is a women centric concept targeting independent and
rich women specially in the age of 25-40. It was started in Mumbai
and today it has expanded in 4 more cities namely Pune, Delhi,
Bengaluru and Chennai. It deals in a premium segment providing
almost everything that a woman requires to look and feel good. They
include brands like Kraus, Levi, Gucci, Elizabeth Arden and many
more.

Reliance Retail STP

Segment Quality and price cautious group

Target Group Upper middle class and middle class

Positioning Quality and trust

Reliance Retail SWOT Analysis

Strengths Strengths are:

1.It is Indian retail chain with 900+ stores in 80

cities in India

2.Hyper market with 95000 markets with

tailoring, shoe and watch repair, laundry

3.It owns various private label brands

20
 4.It has strong distribution network- 1600
channels in villages

5. Strong backing of the parent company

Here are the weaknesses in the Reliance

Retail SWOT Analysis:

1.Product variety is available but more SKUs

are not present due to inefficient back end
infrastructure

2. Poor inventory control at certain locations is

Weaknesses a concern

Following are the Opportunities in Reliance

Retail SWOT Analysis:

1.Sourcing directly from farmers; no

middlemen could earn more profit as number
of farmers will increase five times in next 5
years

2.Leveraging on brand name and entering into

Reliance saloon

3.Large potential to reduce operation cost in

Opportunities cities using strong supply chain

Threats The threats in the SWOT Analysis of Reliance

Retail are as mentioned:

1. Strong competition globally from Carrefour,

Metro A.G., Tesco

21
 2.Operationg cost are too high

3.Wallmart is biggest competitor when it

comes to sourcing/ backward integration

Reliance Retail: A bright future in store

Reliance Retail (RR), India’s largest retailer by revenue and network,

has been on an upward spiral in recent years. It is ranked among the
top 100 global retailers, and for good reasons. RR’s FY19 revenue
touched Rs 1,30,000 crore mark, growing at a pace faster than any
other retailer in the world. RR is also bigger than all other major listed
Indian retail players put together.

What underscores Reliance Retail’s hyper growth story?

- Its wide footprint of stores across the country helps attract industry-
leading footfalls. As on June 30, 2019, RR’s 10,650-odd outlets, with
an aggregate retail space of 23 million square feet, were spread
across 6,700 cities and towns. In FY19, over 500 million customers
visited RR’s stores.

- Integration of offline and online retailing through technological

platforms would help derive the benefits that both formats have to
offer.

- Product designing and development capabilities give its private

labels better visibility.

- A large assortment of products is available across different price

points. These comprehensively cover categories such as food and
grocery, home accessories, fashion and lifestyle products, electronics
and fuel.

Going forward, what can one expect?

22
Reliance New Commerce

India’s unorganized retail (comprising 90 percent of the total industry

size) is a whopping business opportunity of $700 billion. RR is
targeting this base to propel itself to the next level. A slew of
initiatives have been outlined to achieve this objective. These
include:-

- On boarding of more than 3 crore merchants and kirana shop

owners with RR’s digital systems

- Deployment of modern-day technological tools (Block chain,

Internet of Things, Artificial Intelligence) pan-India for data analytics

- Linking producers, traders, small merchants, consumer brands and

consumers

- Improving efficiencies across the trade channels

- Introduction of Jio Prime Partner points-of-sale terminals (similar to

card swiping machines at stores) at the merchants’ end (to cover
inventory management, customer relationships and financial
services, among others)

- Modernization of neighborhood stores to enhance last-mile

connectivity

Continued investments

In his speech at the company’s AGM, Chairman Mukesh Ambani

sounded upbeat about the consumer businesses (Jio and Retail) in
the years to come. Since most of the capex requirements in Jio have
been taken care of, cash flows will be predominantly directed towards
scaling up RR. In FY19, on an average, nearly 8 new stores were
opened every day.

Market leadership

RR is the largest modern trade grocery retailer in India. In FY19,

roughly 50 percent of the fresh food and vegetables (through the

23
modern retail ecosystem), totaling 6.4 lakh tones, were sold by RR
alone. Reliance Trends’ and Reliance Digital’s sales have also been
ahead of its competitors. RR will continue to capitalize on this
advantage to generate higher asset turns, the benefits of which
should translate into better operating leverage.

Asset turnover is calculated as sales divided by net block (of tangible

assets such as plant, property and equipment). It represents the
degree of efficiency with which a company’s fixed assets are utilized
to generate sales. For instance, if the asset turns of a company in
FY19 was 2x, it indicates that for every Rs 100 invested in fixed
assets, the revenue was Rs 200. The higher this number, the better.

Impetus towards smaller regions

In FY19, nearly 65 percent of the total new stores were added in

India’s tier 2, 3 and 4 cities and towns. This assumes importance
since higher disposable incomes and better awareness about
brands/fashion/quality have led to a spurt in spends on discretionary
products in such geographies.

Considering the fact that such markets are pretty

underpenetrated/unpenetrated vis-à-vis the ones in metros and tier 1
cities, the headroom for growth is immense. Furthermore, these
areas are connected with RR’s modern supply chain solutions to
ensure seamless product distribution.

Margin accretion

By virtue of its sheer scale, sourcing efficiencies and adoption of

operating discipline, RR’s margins are likely to improve. A diversified
presence of supply chains and warehousing facilities (capacity: more
than 10 million square feet) in different regions of India enables it to
manage its working capital efficiently.

New categories

By acquiring UK-headquartered Hamleys in May 2019, RR entered

24
the premium toys, games and gifts segment. Hamleys operates in 18
countries globally. This acquisition could well be the starting point for
RR in terms of selling such products in more countries.

Tie-ups with more foreign brands

RR has been the preferred partner for several international marquee

brands in India. As of now, approximately 45 foreign retailers have
entered into partnerships with RR to promote and sell their products
in India. Some noteworthy licensed brands in RR’s kitty include the
likes of Armani Exchange, Emporio Armani, Marks and Spencer,
GAS and Superdry.

How much value can Reliance Retail add to Reliance Industries’

market capitalization?

RR’s top-line trajectory remains intact and strong, and with

profitability improving steadily, it should be able to command better
valuation multiples. The capital-intensive sectors of the Indian
economy face headwinds periodically. Yet, the country’s
consumption story, notwithstanding the ongoing slowdown, is more
durable. Another positive is that there are signs of some strategic
interest from global investors for buying a stake in RR.

Collectively, the above-mentioned factors will strengthen RR’s

potential to add significant heft to Reliance Industries growth. This,
coupled with a rich parentage (Reliance Group) and a leadership
team with strong proven execution record, would enable RR  to fetch
a good premium in the primary markets, as it gears up for listing in
the next 5 years.

25
At a time when the erstwhile flagship segments (petrochemicals, oil
and gas, refining) have been facing growth challenges and Jio’s
investment cycle is now complete, most of Reliance Industries’ future
cash flows would be prioritized to expand RR. In conclusion, quite
clearly, RR will be the driving force for one of India’s largest
conglomerates.

26
 CHAPTER-3

RESEARCH METHODOLOGY

27
 Research Methodology

The project “Understanding Shopper behavior and evaluation of customer

experience at select stores of Reliance Retail” provided to me by Reliance
Retail has been conducted by performing a Primary Market Research.
There were some select stores of Reliance Retail scheduled for each
and every week along with the daily targets. I have completed a total of
766 customer interviews for my dissertation project. The structured
predefined questionnaires were provided on which customers response
have to be recorded. For this project on request, I was provided with
the data of Reliance Digital of which I had to conduct a quantitative
analysis and done qualitative analysis for each store.

Research Design
The research design used in the study is descriptive research. The
project aimed to collect primary data by interacting with customers
visiting the store and observing them closely.
Data collection:

Primary Data

Primary data of research are collected from direct resources

(customer of Reliance retail) through questionnaire.
Secondary Data

Secondary Data which are used for research to know the history
scope of Retail industry are collected from already available resources
like net and other sources.

Data Collection Method

The methods of gathering primary data used for this dissertation
project are:-
 Survey method
 Observation method

28
 o Survey Method- According to this method, information gathered
directly from individual respondents, either through personal
interviews or through mail questionnaires or telephone interviews.
For my project I gathered information from customers with a help of a
structured questionnaire.
o Observation Method- The research data is gathered through
observing and recording actions in a marketing situation. This
technique is highly accurate. It is an expensive technique. In this
dissertation project I observed the behavior and actions of customers
visited the store.

Data Collection Place

Within the store and Petro outlets when the customers are
exiting the stores/outlets in Delhi NCR.
Sampling Technique
Non probability sampling (Convenience sampling) is used.

Objectives

The project aims to get an understanding of shopper’s profile and

evaluate their experience while they visit Reliance Retail outlets. Following
are the objectives in detail:

 To get an understanding of how customers feel about the store

specific attributes like availability of the product, prices of the
product, quality and variety of the products, cleanliness inside the
store, store staff interaction, offers and discounts, which will
make aware of the areas of improvements.
 Acquaintance of shoppers with all Reliance Retail outlets.
 How far shoppers are willing to travel to reach stores and what
means of transportation they use.
 Understanding satisfaction level of the customer by getting
information on whether they purchased, will shop again and

29
 recommend the store.
 To get an information on demographics profile (age, gender,
occupation) of the shopper, how often they visit, who all
accompanied them in shopping.

LIMITATION OF THE STUDY

 Sample size was very small, if individual store is taken into

consideration. For Reliance Digital, I had only 114 sample. With
large sample size the survey can be done more precisely.
 The questionnaires provided to me was very long. A lot of time
customers seemed to answer in a disinterested manner which
reduces the validity of their responses.

 Every other customer was in a hurry and it was very difficult to

engage them to get their proper feedback.

 Time frame was limited to two months, April to June.

30
 CHAPTER-4

ANALYSIS AND INTERPRETATION

31
 ANALYSIS AND INTERPRETATION

Quantitative Analysis

Gender

Male 69.30%

Female 30.70%

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00%

The above table shows that out of 30.70% of respondents were

females and 69.30% were males. This shows that majority of the
customers were males. When it comes to purchase of electronic
products males come forward.

Age Group

More than 60 years 9.65%

46 - 60 years 4.39%

36 - 45 years 16.67%

26 - 35 years 24.56%

16 - 25 years 44.74%

0.00% 10.00% 20.00% 30.00% 40.00% 50.00%

The above figure shows that the percentage of total customers

belonging to a particular age group. Majority of the customers fall
under the category of 16-25 years and 26-35 years. This means that
majority chunk of the customer belongs to youth generation.

32
The above table shows the occupation of the customers visiting the
stores. Most of the customers visiting the store falls under the
category of ‘Student’ and ‘Govt. employee/Armed forces (Officer
cadre), Corporate executive (Senior/Middle level), School Principal,
College Lecturer, University Professor, Doctor/Nurse/Compounder
employed with hospital/clinic’. It means that the majority chunk of the
customers was from middle class or upper middle class family.
Students are being the decision maker for themselves and their
family in this era of technology.

33
 First Time/Repeaters

33% First visit

I (we) have shopped
before at this store

67%

The above figure shows that 66.67% of the total sample visiting to the
stores were the ones who have shopped earlier as well and 33.33%
were the one who visit the store for the very first time. It means that
through various promotional techniques and quality products, we can
attract new customers and can maintain the old ones too.

Frequency of Visit
Once in 1-2 weeks 21.05%
Once every 6 months1.32%
Once every 3 months 3.95%
Once every 1-2 month2.63%
Once a Month 48.68%
Once a week 17.11%
Every 2-3 days 3.95%
Daily1.32%
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00%

Figure shows that out of those 66.67% customers who have visited
the store earlier, 48.68% of those were the regular shoppers or
visited the store every month, 21.05% were the one who shopped/
visit the store once in every 1-2 weeks and some of them also visit
the store every week. This shows that the some of the customers visit
the store very frequently for purchase of smaller products like
accessories. Most were also visiting frequently to check the latest

34
products, enquiring about the specific products they need and many
were just doing window shopping.

Accompainment

Alone
44% In a Group
56%

This figure shows that 56.14% of the customers visiting the store
were the ones who came alone and 43.86% were the one who came
in group or have someone to accompany them.

Who all have accompanied

Others 0%
Domestic Help 0%
Colleagues 0%
Friends/ neighbours 42%
Relatives 9%
Parents 7%
Kids 19%
Spouse-wife/husband 23%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

The objective of this chart is to know who all have accompanied with
the customer. This figure is in relation with the above figure which
shows that out of 43.86% customer who came in a group, 42% were
accompanied by their friends/ neighbors, 23% came in with their
spouse, 19% came in with their kids, 9% came in with their relatives
and some of them came in with their relatives & parents. Friends/

35
neighbors and family came all together to shop during the time of
discounts in order to maximize the benefits.

Planned Visit

40%
No
Yes
60%

This above pie chart represents the percentage of sample who have
planned their visit while going out of their houses or have came
especially to the stores to shopped. 60% of the customers were the
one who planned their visit. 40% were the one who came out of their
houses to shopped and visited the store looking for the collection or a
particular kind of product which will meet their requirements.

Mission Accomplished
Yes I bought some of the things which I wanted to buy3.51%

Yes I bought everything which I wanted 20.18%

No I did'nt buy anything today 76.32%

0.00% 50.00% 100.00%

Bar graph above shows that 20.18% of the total customers were the
one bought everything which they wanted to buy. 76.32% were the
ones who didn’t buy anything as the store was not able to meet their
requirements and a few of them were there for window shopping and
a few bought some of the things they wanted to buy.

36
 Other Formats Visited

No
42%
Yes

58%

Formats Visited
Jio Stores 15%
Reliance Petrol Pump 2%
Reliance Jewels 4%
Reliance Trends 44%
Reliance Footprints 0%
Reliance Digital 6%
Reliance Market 0%
Reliance Smart 0%
Reliance Fresh 30%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

The above pie chart and Bar graph shows that how many of the total
customers have visited the other formats. Out of all the customers,
58% of them have visited other Reliance stores, whereas 42% of the
customers have never visited at other Stores of Reliance Retail.
Among the 58% customers who visit other stores, 44% visit the
Reliance Trends, 30% of them visit Reliance fresh, 15% of them visit
the Jio Stores, 6% visit Reliance Digital, verfew visit reliance jewels
and petrol pump. It shows that for many of the stores promotions
should be done to create the awareness among the customers.

37
 Distance from Store

Within 1 km 37.72%

More than 10 kms 5.26%

5.1-10 kms 6.14%

3.1 kms - 5 kms 14.04%

2.1 kms - 3 kms 17.54%

1 kms - 2 kms 19.30%

0.00% 10.00% 20.00% 30.00% 40.00%

Time Taken to Reach Store

More than 90 minutes 0.88%

Less than 5 minutes 37.72%

61-90 minutes 2.63%

5-10 minutes 25.44%

31-60 minutes 3.51%

16-30 minutes 14.04%

11-15 minutes 15.79%

0.00% 10.00% 20.00% 30.00% 40.00%

The above Graphs explains how much the customer is willing to

travel to shopped from a reliance Trends store. We can clearly
observe from the above table that the customers have to travel a little
38
long distance of around 3-5kms but they took only 10-30mins to cover
the distance. It shows that the time taken to reach the stores also
constitute a major factor in deciding from which store they should
have shopped. Some of the shoppers also travel for more than 30
mins to reach the store which means that these were the loyal or
satisfactory customers.

Mode of Transport

Car 23%

2 Wheeler 40%

Cycle Rickshaw 2%

Auto rickshaw / Cab 4%

Local Train/Metro 7%

Bus 4%

Walk 21%
0% 5% 10% 15% 20% 25% 30% 35% 40%

The above chart shows the Mode of Transport used by the customers
for coming to the store. It helps the company to allot space for
parking accordingly and improve the experience of customers visiting
the store. From the above chart it is very clear that most of the
customers use 2 wheeler and car for coming to the store while many
where on foot too. Hence, most of the parking spaces needs to be
allotted for the cars and for 2-wheelers.

Shop Again

Yes 92.11%

No 0.88%

Maybe 7.02%

0.00% 20.00% 40.00% 60.00% 80.00% 100.00%

39
The above chart shows how many customers will visit the store again
on the basis of their overall shopping experience. Majority of the
customers who visited the store will again visit the store as the
experience they had in the store was worthwhile as per the study.

Recommend Store

Yes 87.72%

No 1.75%

Maybe 10.53%

The above chart shows how many of the customers will recommend
the store to their family, friends/neighbors and relatives. 87.72% of
the customers were the one who will definitely recommend the store
to their family, friends and relatives. Many of these customers visited
the store or start shopping from here because of the
recommendations given by their known ones on the basis of their
experience they had in the store.

Overall Satisfaction

Very dissatisfied: 1 0%

Somewhat dissatisfied: 2 0%

Neither satisfied nor dissatisfied: 3 5%

Somewhat satisfied: 4 41%

Very satisfied: 5 54%

0% 10% 20% 30% 40% 50% 60%

40
The above chart shows how satisfied were the customers with their
current visit. The scale on which overall experience of the customers
were measured is a satisfaction scale going from very satisfied to
very dissatisfied. 54% of the customers were very satisfied from the
shopping experience and 41% of the customers were somewhat
satisfied from the shopping experience which indicates that
improvements were required to make them fully satisfied. 5% of the
customers were neither satisfied nor dissatisfied which means that a
few of the indicators require the utmost care in order to make
customers visit satisfactory.
V S N S V
e o e o e
r m i m r
y e t e y
w h w

s h e h d
a a r a i
t t s t s
i a d s
s s t i a
f a i s t
i t s s i
e i f a s
d s i t f
: f e i i
i d s e
e f d
5
d n i :
: o e 1
r d

d :
4
i 2

s
s
a
t
i
s
f
i
e

41
 d
:
3
Availability of 5 3 - - -
products 5 0 9 3 4
% % % % %
Variety and range of 5 3 - - -
products 8 4 5 2 1
% % % % %
Prices of products 4 3 - - -
in the store 4 2 1 4 4
% % 5 % %
%
Store Staff 7 2 - - -
Interaction 6 0 2 1 1
% % % % %
Time taken for 6 1 - 0 -
billing 7 9 8 % 1
% % % %
Cleanliness inside 9 6 - 0 0
the store 3 % 1 % %
% %
Space for movement 9 7 - 0 0
inside the store 2 % 1 % %
% %
Lighting / 8 9 - 0 0
illumination inside 9 % 2 % %
the store % %
Promotions, Offers 3 3 - - -
and Discount 8 3 2 2 3
Schemes % % 3 % %
%
Overall Checkout 7 1 - 0 0
Experience 3 9 8 % %
% % %
RelianceOne mobile 5 1 - - -
linked loyalty 5 3 1 4 4
programme % % 1 % %
%
Parking facility for 8 1 - 0 -
the store 1 1 4 % 1
% % % %
Signboards and 9 1 0 0 0
directions to easily 0 0 % % %
locate sections and % %
products
Air Conditioning 9 6 0 0 0
inside the store 4 % % % %
%

42
Product quality 8 1 - 0 0
8 1 1 % %
% % %
Toilet / Washroom 7 6 - - -
facilities 8 % 4 3 9
% % % %
Availability of latest 7 1 - 0 0
products/ models 9 9 2 % %
% % %
Assistance, 7 2 - 0 0
Information & 7 1 1 % %
Demonstration % % %
provided by sales
staff
Options for 7 2 - - -
extended warranty/ 1 3 2 2 1
AMC/ After Sales % % % % %
Service/ Installation

The table shows about the various attributes that were used to
evaluate the customer overall shopping experience on the basis of
satisfaction scale which were as follows:

Availability of products: As per customers not everything is

available in the store. Half of the population were very satisfied with the
availablity of products. If the product is available, then it’s not in good
shape. Only 30% of the total sample is somewhat satisfied as few of
the products were available. 9% of the sample were those who were
neither satisfied nor dissatisfied with the availability of the products.

Variety and range of products: This attribute can be clearly

observed from the above table that Reliance Digital is being successful
in satisfying the needs of the customers. As only 58% of the total
customers were very satisfied with the variety of products in the store
whereas the 34% were somewhat satisfied and 5% were neither
satisfied nor dissatisfied.

Prices of the products in the store: According to the table mentioned

above, 34% of the customers were somewhat satisfied with the prices,
44% were very satisfied, 15% were neutral about it, 4% were

43
somewhat dissatisfied and 4% were highly dissatisfied. This shows
that customers were somewhat satisfied with the prices.

Store Staff Interaction: The customers were in direct touch with the
staff and the efficiency in their dialogue determines the sales and
experience of the customers. In Reliance Digital, 76% were very
satisfied with the store staff experience, 20% were somewhat satisfied
and only 4% combined were neutral, somewhat dissatisfied and highly
dissatisfied. This shows that Reliance Retail format reliance trends has
been efficient enough in hiring their sales force as they never failed to
help out their customers and make them feel comfortable while
shopping.

Time taken for billing: Customer can spend a lot of time while
shopping but when it comes to stand in a queue for more than 10
minutes, nobody likes it. In Reliance Digital, 67% were very satisfied
with the time taken for billing, 19% were somewhat satisfied and 8%
were neutral about their decision.

Cleanliness inside the store: As per the customers, 93% of the

sample were highly satisfied with the cleanliness inside the store and
the remaining were somewhat satisfied. This shows that the hygiene
and cleanliness has been taken care off very nicely as I have myself
observe the cleaning staff taking care of the hygiene in a best possible
way.

Space for movement inside the store: No one likes to visit a store
where they feel congested and can’t freely move. 92% of the
customers were highly satisfied with the space provided to move in the
store whereas 7% were somewhat satisfied about this.

Lighting/illumination inside the store: As less lighting make the

product look dull and also creates a gloomy environment which affects
the customers experience. 89% of the customers were very satisfied
and 9% were somewhat satisfied about this attribute.

44
Promotions, offers and discounts scheme: This is one of the
important attributes which affects the buying behavior of customers
and the sales directly. For Reliance Digital, 38% were very satisfied
with the discount schemes and coupons, 33% were somewhat
satisfied, 23% were neutral about their decision. This indicates that
Reliance Digital is lacking in providing the discount and offers facility.

Overall checkout experience: This attribute defines the customer’s

overall checkout experience he/she had in the store. This can define
their next visit to the store as well. In Reliance Digital, 73% were very
satisfied with the overall checkout experience, 19% were somewhat
satisfied and 8% were neutral about their decision.

RelianceOne Mobile linked loyalty program: RelianceOne mobile

linked loyalty program earlier was called as Reliance Loyalty Program
as it constitutes of providing the shoppers a card and register
themselves as a loyal customer. Generally, customers complained that
they forgot the card to bring so what reliance did is that they have
replaced the physical card system with their registered mobile number.
Whenever they shop anything, the points are transferred to the
registered mobile number given by the customers at the time of billing.
This provides an opportunity to customers to assemble points and
shop with discount. In Reliance Digital, 55% of the sample were very
satisfied, 13% were somewhat satisfied, 11% were neutral, 4% were
equally distributed in somewhat dissatisfied and very dissatisfied. This
data shows that customers were not satisfied with this program as
when asked they respond that there is no awareness created by the
company or by the sales staff regarding this.

Parking Facility for the store: Customers expect to have a safe and
free parking space facility. 81% of the sample were very satisfied, 11%
were somewhat satisfied due to less availability of parking space
during weekends.

45
Signboards and directions to easily locate sections and product:
90% of the customers were very satisfied with this attribute and 10%
were somewhat satisfied which means that there is no issue in it as the
products in Reliance Digital are easily spot able.

Air conditioning inside the stores: Almost all of the customers were
very satisfied with the AC as 94% of the customers were very satisfied
with it.

Product quality: According to the customers, 88% were very satisfied

whereas 11% were somewhat satisfied because of the moderate
quality.

Toilet/washroom facility: The store wasn't having any separate

washroom facility, there was washroom facility for the mall. 78% of
customers were very satisfied with it and 6% were somewhat satisfied.
Rest 16% were neutral or dissatisfied about it as they wanted the store
to have a separate toilet/washroom facility.

Availability of latest products/models: In this dynamic technology

environment there is some new product or technology coming every
day. So it's important for stores like Reliance Digital to have the latest
products/models. 79% were very satisfied with it. 19% were somewhat
satisfied as they saw some lack of latest products in the store.

Assistance, Information & Demonstration provided by Sales Staff:

Digital products aren't purchased directly by the customers, they want
some assistance, information and demonstration of it from the experts.
77% were very satisfied with it and rest were somewhat satisfied.

Options for Extended Warranty/AMC/After sales

service/Installation: 71% were very satisfied with it, 23% were
somewhat satisfied and rest 5% belonged to neutral or dissatisfied
categories. There's a big scope of improvement in this area for
Reliance Digital to convert the rest to very satisfied category.

46
 Brand Level Satisfaction
Reliance stores are meant for people like me

I have faith that I will get the best service at a Reliance store

Reliance store sells the latest and trendiest products

I trust the Reliance brand name

I get the best prices on products at a Reliance Store

I get the best quality and genuine products at a Reliance Store

Completely agree (5) Somewhat agree (4) Neither agree nor disagree (3)
Somewhat disagree (2) Completely disagree (1)
I shop at this store because it is a Reliance store

0% 20% 40% 60% 80% 100%

The above chart represents the brand level agreement for the whole
Reliance Retail Ltd. on various statements among the customers. It
shows various attributes which determines how much the customers
are happy with the brand. We can clearly have observed from the chart
area that majority of the customers agreed with all the statements
except with the one that states that customers get the best prices on
products at a reliance store and I shop at this store because it's a
Reliance store. It indicates that customers are not happy with the
prices of the products and also the same products are available in the
market with less price than what reliance offers and it's not necessary
for the store be a Reliance store then only customers will shop from
there.

Shop Online Aware of AJIO.com

69.30% Yes 42.11%

Yes

No 30.70% No 57.89%

0.00% 50.00% 100.00% 0.00% 20.00% 40.00% 60.00%

47
 Shopped at AJIO.com

Yes 14.58%

No 85.42%

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00%

Above graphs represents the no. of respondents who shopped online

not only from Reliance ecommerce website Ajio.com but also from
other ecommerce websites like Flipkart, Amazon, Myntra. Out of the
total sample, 69.30% shopped online and out of these 69.30%,
14.58% have shopped from Ajio.com which is a Reliance owned
ecommerce brand. 42.11% are aware about the website but still
didn’t shopped from it because of the high prices and less availability
of products.
Qualitative Analysis

Reliance Fresh (Jittar Nagar, Delhi)

 During my week in Reliance fresh I observed sometimes staff used to
take too much time to setup products which are highly in demand in
the morning like milk etc.
 The quality of the fruits and vegetables was not the good. As per
customers it has been decreasing rapidly in last couple of months
and specially vegetables, it was really poor.
 Awareness about mobile linked loyalty program was good enough
and customers were satisfied with this program but they wanted
more discounts.
 The cleanliness inside the store was good. But sometimes the
customers get disturbed while housekeeping staff was cleaning
between working hours.

48
  AC didn’t work properly during my visit specially in the evening,
customers used to complain very much but AC was either not
working or was not that much effective.
 There was no parking facility available for customers. Anyone who is
visiting the store for any purpose and having any vehicles, they have
to face the problem of parking their vehicles somewhere.

Reliance Digital (V3S Mall, Nirman Vihar, Delhi)

 Though staff was good at giving demonstrations and
specification, having good knowledge about their own brand as
well as others but a few customers complained that staff was
forcing customers to buy their brand instead of listening which
brand customer want in L.E.D. section.
 Staff was very poor at solving problems of customers. There was
this particular case when a customer had to wait for straight 6
hours and even after waiting for 6 hour staff could not solve his
problem and he had to leave without getting any solution. Store
Manager didn’t listen to him when he was telling him his problem,
staff was accusing him for the problem he was facing with the
product he bought from the store.
 Delivery of products was very poor. A customer had to come
three time after waiting for 4 days when he didn’t receive his
product.
 Staff was taking too much time in billing which irritated customers
very much.
 Customers were not aware about Mobile Linked Loyalty program.
Staff was not proactive in telling customers about it.
 There was two staff rooms, one for SM, DMs and second one for
other staff which was not clean at all. It had very less space
where rest staff was having their lunch.

Reliance Trends (V3S Mall, Nirman Vihar, Delhi)

49
  Customers were not getting any awareness about Mobile Linked
Loyalty program just like in digital.
 The store is on two floors and there’s escalator within the store that
was not working which created a bad impression on the customers.
 Customers complained there were many different product which they
checked on AJIO was not available in the store.
 Staff was really helpful in this store out of all three stores I visited until
then including this one. They were very quick in helping customers,
solving their problems and giving them suggestion whenever required.
 Manager and DMs were very good at their work. They were constantly
checking, keeping an eye on their staff and if needed being helpful
hand.
 Staff room was not clean at all. There is very less space available for
staff to have lunch just like in Digital.

Reliance JIO Store (Shalimar Garden Ext-2, U.P)

 Staff was very helpful and genuine. There was some kind of laziness
between them that who’ll attend the customer but the customers
always got what they wanted.
 Selling other brands phones at JIO stores is one of the good idea as a
sometime it has resulted in sale of these phones even though customer
didn't came specifically for buying the phone.
 The staff has a good sales prowess. They have managed to tackle
customers in the situation when customers are not sure of buying other
brands phones. Staff put lot of work into the sale and are able to
manage customers in the situation like when customer is very angry or
very confused about any particular issue.
 Lot of customers are not aware of MYJIO apps. Many of them are not
able to take names of app when names are not prompted even though
they have used them.
 There was good sale of Jio Phone but activation of their respective sim
took too much time.

50
Reliance Petrol Pump (Najafgarh, Delhi)
 The main issue customers were facing at the petrol pump was the non-
availability of the fuel. A large number of customers were coming from
very far leaving many Petrol Pumps behind because they wanted to get
petrol only from Reliance petrol pump because they have belief that
they will get right quality and quantity of the fuel here.
 Though customers were not using toilet/washroom facility but the
condition of toilet/washroom was very poor. Maybe they had never
used but I have seen the condition is worse.
 Staff was very helpful and genuine.

Reliance Trends (Agarwal Funcity Mall, CBD Ground Shahdara,

Delhi)
 The offers and discounts provided were excellent at this store which
motivated customers to shop more.
 A lot of customers are not aware of Mobile linked loyalty program. This
could be improved by informing customers during the payment
checkout.
 The sections are mixed up and there are multiple sections for similar
categories of product.
 The staff was very quick and spontaneous in handling situations and
very dedicated towards their work.

Reliance Smart (Jaipuria Mall, Indirapuram, Gzb., U.P)



51
 CHAPTER-5

FINDINGS AND INFERENCES

52
 FINDINGS AND INFERENCES
 Customers falling under the age group of 16-25 years and 26-35
years constitute 44.74% and 24.76% of footfall in Reliance
Digital respectively. Facilities need to be installed and promoted
to attract other age groups as well, 46-60 years, and 60 years.
As Reliance Retail is not just only for the youth generation but
for every age group.

 Reliance Retail has been successful in establishing their stores

like Trends, Fresh, Jio and Digital. But some stores like Smart,
Market, Project Eve, Jewels and Footprints are not on top of the
mind of customers. Reliance Retail needs to create more
awareness and promote these stores efficiently to make them
equally established.

 In Reliance Digital, Middle/Senior Level officers constitute

53
 23.68% and junior level executives constitutes 7.02% of the
footfall. Housewife and student constitute 7.89% and 30.70% of
the footfall respectively. New discount offers, and plans needs
to be launched to attract footfall from the target customer falling
in other categories like business class family, self-employed
professionals, Retired, Small Shop Owner and others as well.

 Majority of the customers are those who have visited the store
earlier and only 33% of the customers visited the store for very
first time. From those 33% majority of them would like to shop
again from the store and also recommend the store to their
known ones. New strategies should be adopted to make their
stay in the store worthwhile.

 92.11% of the total customers are willing to shop again and out
of them 87.72% are willing to recommend their known ones to
shop here as well. During the interaction, I find out many of the
customers are recommended by their connections.

 This shows that customers are happy with their in-store

experience and had established a sense of trust for the
Reliance Brand. Word of mouth publicity is being the best tool
for promotion and it is being true in the case of Reliance.

 After analyzing the responses of customers regarding the

various attributes on which their satisfaction is evaluated, the
customers are majorly very satisfied or somewhat satisfied.

 It is clear from the tabulations and findings that customers are

not very satisfied with the variety, prices and range of products.
Reliance Digital should stock up a wide range and variety of
products of latest models with reasonable prices.

54
 Reliance Loyalty program is not very popular among customers
as no one from the sale staff aware them about the program
and who knew about it were not happy with it because of the
low awarding scheme.

 As per the customer bytes, major competitors of Reliance

Trends like pantaloons, fbb also have the same kind of loyalty
program but their process is much easier and customers are
much more satisfied with that than Reliance Loyalty Program.

 The research interprets that most of the customers have a

soothing and comfortable experience in Reliance Digital. With
respect to Reliance Digital, customers are satisfied with the
Store Staff Interaction, Cleanliness inside the store and Space
for Movement inside the store and the Lighting/ Illumination
inside the store.

 For Reliance Trends, customers are not satisfied with the

availability of the popular brands in the store. As prices of the
products are like the top notch brand prices but the quality and
design of the products is moderate. However, customers are
somewhat satisfied with the products of latest trends/fashion
company should bring the products which are more trendy and
fashionable.

 Customers are aware about the Ajio.com but a very low

proportion of it buy the products online. Company should give
extra discounts to attract the customers and also formulate new
strategies to pull the customer towards themselves.

55
56
 CHAPTER-6

RECOMMENDATIONS AND CONCLUSION

CONCLUSION:

Considering the tabulations and findings, I would like to conclude that

Reliance Retail is on the right track to increase its market share and
a deserving leader in the retail industry. From the last year, company
had already improved a lot of things and have established itself in the
100,000 crore revenue in this fiscal year. To maintain the position
there are few areas where it needs to improve and with this project I
believe the company means to do the same. With some
improvements in the Product specifics like availability of products,
products of latest trend, availability of popular brands, size options,
variety and range of products, better pricing, offers and promotions it

57
can provide a better shopping experience to the customers and
attract new ones as well. It also needs to promote and create
awareness about other stores to make them equally successful.

Recommendations

 Time taken for billing is a great concern at all kind of outlets of

Reliance whether it’s Fresh, Smart or Trends. There should be
more number of billing counters aligned in a systematic way
for a hassle free and fast billing. Sometimes counters are free
i.e no one is there at the billing counters that should be
eliminated.

 Customers have shown dissatisfaction due to the lack of

knowledge among sale staff regarding the discounts. As they
are very dynamic, Reliance should make sure that all the staff
members whether new or old should have a proper
understanding of the current prices and discounts which are
going on in the store. The prices and discounts should be
regularly updated at the shelves as soon as there is a change
in them.

 Only a very few percentage of the customers are aware of

Reliance One Mobile Linked Loyalty Program. Reliance should
have asked the employee to inform the customers about the
program while informing them about the offers and coupons.

 Reliance should increase the product quality and also should

have products of latest trends/fashion and include popular
brands in their Reliance Trends outlets in order to attract more
customers and increase sales.

 Majority of the customers except housewife and students

58
 know about the Reliance petrol pumps but a few of them have
visited because petrol outlets are established outside Delhi.
Reliance Retail should establish one or two outlets inside the
city to create more awareness and to establish themselves
here.

 Reliance Petrol Pumps falls short of fuel every other day. They
should work on their constant supply of fuel in order to
increase availability, customer retention and repeat purchase.

 Reliance Trends is meant for all age group people which is

exactly not the case. Therefore, Reliance should focus on
attracting people of all age group by having abundant of
clothes and footwear as per their tastes.

 Customers also have shown dissatisfaction regarding the price

charged for bag to carry the products. Reliance should have a
policy that shopping bag will be provided free on the shopping
of above Rs.2000.

 Reliance should focus on maintaining their sales force rather

than transferring them to new places and hiring the new
employees.

APPENDICES

Bibliography
 http://www.naukrihub.com/india/retail/industry-evolution.html
 https://en.wikipedia.org/wiki/Retailing_in_India
 https://www.managementstudyguide.com/evolution-of-retail.htm
 https://www.ibef.org/industry/retail-india.aspx
 https://www.ril.com/

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  https://relianceretail.com/key-facts.html
 https://relianceretail.com/our-business.html
 https://www.financialexpress.com/industry/indian-retail-to-cross-1-trillion-
mark-by-2020-these-six-markets-will-drive-growth/1671085/
 https://www.moneycontrol.com/news/business/economy/rbi-allows-fintech-
cos-financial-institutions-to-set-up-regulatory-sandbox-4333241.html

Questionnaire

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