Vdocument - in Project Report A Study of Floor Operationsreliance Trends at Avani Mall Howrah

Soumyajit mukherjee
PGPBM & MBA 2013-2015, BIBS Page 1

DECLARATION
I hereby declare that the project entitled “BASIC FLOOR

OPERATIONS OF RELIANCE TRENDS AT AVANI MALL,
HOWRAH”, is an original piece of work and has not been submitted
earlier in any institute for the partial fulfilment of the degree of
Masters in Business Administration.
Submitted by: -
Soumyajit Mukherjee
Bengal Institute of Business Studies
PGPBM 2013-15 Batch
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ACKNOWLEDGEMENT
The satisfaction and euphoria that accompany the successful

completion of any task would be incomplete without mentioning the
people who made it possible, whose constant guidance and
encouragement crowned our efforts with success.
I am grateful to my project guide Ms. Punam Halwasia (Store

Manager, Reliance Trends- Avani Mall, Howrah), Mr. Manas Banerjee &
Mr. Subrata Sardar (Departmental Managers, Reliance Trends-Avani
Mall, Howrah)who constantly guided me at each and every fold and
played a major role towards the completion of my project.
I really appreciated their involvement in the project and regular

advice that helped me refine the project as I went along and also
inculcate all the points that help significantly with the growth in my
learning. It has been an absolute honour to work and learn from him.
I would also like to thank Mr.Arnab Basu (HR Manager,

Eastern Region), Mr. Anshuman Banerjee (Cluster Manager) &
specially the employees of Reliance Trends (Avani Mall, Howrah) in
extending their support and full co-operation whenever required. Mrs.
Kankana Choudhury(internal Guide) and Prof. Deepak
Bhattacharya. Dr.Anindya Dutta and Mr. Vidur Kapoor(Chairman,
BIBS) without their support the project would not have completed I would
also like to express my sincere gratitude to Reliance Retail authorities
who gave the permission to do my Summer Internship in a renowned
company like Reliance Retail Ltd.
Soumyajit mukherjee
CHAPTER TITLE PAGE
NO. NO
1. INTRODUCTION 1
2. OBJECTIVES 2
3. ABOUT THE COMPANY 4-7
 HIERARCHY OF RELIANCE TRENDS 8

 DEPARTMENTS & PRODUCTS 9-13
4. BASIC STORE OPERATIONS 14-22
5. CUSTOMER SERVICE DESK 23-24
6. METHODOLOGY 25-27
7. DATA ANALYSIS & INTERPRETATION 28-44
8. JOB ASSIGNMENT 45-54
9. SUGGESTIONS 55-57
10. CONCLUSION 58
11. BIBLIOGRAPHY 59
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INTRODUCTION
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1. INTRODUCTION
Reliance Trends is an Indian retail chain for apparel and

accessories. Reliance Retail Limited runs the Reliance Trends
Stores in India. Reliance Retail Ltd is a 100% subsidiary of
Reliance Industries Limited. The stores are spread across the
country. The first Reliance Trends Store was opened on 2007 in
Gurgaon. Reliance Trends launched its private label of garments
‘NETPLAY’,’NETWORK’, etc to create its own identity and creation
towards the customer benefits. Mr.Akhilesh Prasad the CEO of
Reliance Trends, Limited.
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OBJECTIVES
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2. OBJECTIVES
 To have a study on Reliance Retail (Reliance Trends) Ltd
 To study about the daily floor activities of retail trading.
 To look after maintenance of SOP by doing mystery shopping

audit.
 To analyze the various competitors of Reliance Trends (Inner

premises & Outer premises) those are present at the same location.
 To have a study on the customer satisfaction and preference.
 To find out the possible reasons, if conversion level goes down.
 To generate more business by increasing footfall in the premises

by arranging various events.
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ABOUT
RELIANCE
RETAIL LTD.
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ABOUT THE COMPANY– (Reliance Retail Ltd.)
Date of Establishment 2006
Revenue INR 2500-5000 Crores
Market Cap US $ 27.4 billion
Address RCP STTC Industrial Area, Tanabelapur

Road, Ghansoli , Mumbai – 400701
Branches Over 1200 stores across India
Chairman & MD Mr. Mukesh Ambani
CEO Mr. Akhilesh Prasad
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Overview
Reliance Industries Limited is an Indian conglomerate holding
company headquartered in Mumbai, Maharashtra, India. The company
operates in five major segments: exploration and production, refining and
marketing, petrochemicals, retail and telecommunications. RIL is the
second-largest publicly traded company in India by market capitalisation and
is the second largest company in India by revenue after the state-run Indian
Oil Corporation. The company is ranked No. 99 on the Fortune Global
500 list of the world's biggest corporations, as of 2013. RIL contributes
approximately 14% of India's total exports.
Reliance Retail Limited (RRL), a subsidiary of Reliance Industries
Limited under Mukesh Ambani, is Reliance Group’s foray into organized
retail. RRL is based on the growth strategy of backward integration, and it
generates inclusive growth and prosperity for farmers, vendor partners,
small shopkeepers and consumers.
RLL is the second largest retailer in India. Its retail outlets offer
foods, groceries, apparel and footwear, lifestyle and home improvement
products, electronic goods, and farm implements and inputs. The
company’s outlets also provide vegetables, fruits, and flowers.
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Reliance Trend’s Roll Out Journey:-
Reliance Trends started its journey on late 2007. It opened its first
store in Gurgaon, India and the journey is going on today also:-
Date Location
12/10/2007 Ambience Mall, Gurgaon, india
30/11/2007 V3S Mall, New Delhi, India
27/03/2008 Main Street Mall, Bandra, India
28/03/2008 Big C(Chawla Mall), Jalandhar, India
15/08/2008 10Acres Mall, Ahmadabad, India
Past, Present & Future:-
Year No. of Stores Year No. of Stores
2007-2008 3 2012-2013 76
2008-2009 7 2013-2014 104
2009-2010 9 2014-2015 132(Already Crossed in
in 2014)
2010-2011 23 2015-2016 167
2011-2012 48 2016-2017 202
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Vision of Reliance Trends:-
Democratic fashion, enrich the quality of life Indian Households

by giving them access to quality fashionable clothing at extreme.
Mission of Reliance Trends:-
To be India’s largest apparel retailer and the dominant player in

the Indian retail store market.
HOW RELIANCE TRENDS IS DIFFERENT?
Value Proposition: - P2Q3
Price(Taken from customer) Quantity(Given)
P4 Q4 HIGHEST
P3 Q3
P2 Q2
P1 Q1 LOWEST
USP of Reliance Trends:-
Q- Best Quality
F- Latest Fashion
T- Patented Technology
V- Value for Money
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‘AGES’....for dealing customers in Reliance Trends:-
APPROACH: - Move away from tired old fashioned ways of

approaching customers and build an instant relationship that will
increase retail sales. Think about the increased sales you or your sales
team could make if you could get more of your retail customers talking to
you.
Greeting:- Walking into a retail store can seem like a foreign experience
for some customers. Finding their way around your shop or looking for an
employee to answer questions can be intimidating. Rather than hunting
down a worker, some prospects might simply leave without talking to
anyone or making a purchase. Grabbing sales from these potential
customers can be successful if you train your staff to greet people upon
entering your establishment and to be available for the duration of the visit
to your store.
EYE CONTACT:- ‘Eye contact can be the difference between

seeming aloof and a new friendship.’
 Respect
 Interest
 Appreciation
 Understanding
Smile: ’A smile is a universal sign of happiness.’ It’s always

essential to have a smile on the face while interacting with the
customers.
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HIERARCHY OF RELIANCE TRENDS
CEO
OPERATIONAL HEAD
ZONAL HEAD
REGIONAL MANAGER
CLUSTER MANAGER
STORE MANAGER
DEPARTMENT MANAGER
SENIOR SALES EXECUTIVE/ TEAM LEADER
JUNIOR SALES EXECUTIVE
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DEPARTMENTS & THEIR PRODUCTS UNDER RELIANCE TRENDS
» MEN’S SECTION - On the first floor of the store is heart and soul
designated area where the store Offers men’s dresses in a large variety,
divided into various sections such as,
FORMAL
WEARS
CASUAL WEAR MISC ZONE
MEN'S
SECTION
1.) FORMAL WEAR- It includes all types of formal wears of both private
level and external brands products like Shirts, Trousers etc. Brands are
included like-
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 PUREZA (private level)
 ZOLO BLUE (private level)

 NETWORK (private level)
 PETER ENGLAND (external brand)
 OXEMBERG (external brand)
 JOHN MILLER (external brand)
 JOHN PLAYER (external brand)
 SCULLERS (external brand)
 VIMAL (external brand)

 THOMAS SCOTT (external brand)
 INDIGO NATION(semi formal) (external brand)
 CRIMSONE CLUB(semi formal) (external brand)
 LONDON BRIDGE(semi formal) (external brand)
2.) CASUAL WEAR: - It offers a variety range of casual wears that

matches with the style of modern world. Available brands such as-
 DNMX(private level)
 NETPLAY(private level)
 TEAMSPIRIT(private level)
 FIRST CLASS(private level)
 INTRIBE(private level)
 DUKE(external brand)
 TAANZ(external brand)
 CLASSIC POLO(external brand)
 KILLER(external brand)
 FLYING MACHINE(external brand)
 MOUSTACHE(external brand)
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 LIVEIN(external brand)
 COLOR PLUS(external brand)
3.) MISC. ZONE –It is the zone where sports wears, sports gears (i.e
wrist bands, ankle band etc.), home section and the luggage section
comes under.
For the luggage section:-
 AMERICAN TOURISTOR(external brand)

 SKYBAG(external brand)
 La POLO(Internal brand)
For sports section:-
 PEFORMAX(private level)
For Home section:-
 WILLOW(private level)
 WELSPUN(external brand)
 PORTICO(external brand)
 STELLAR(external brand)
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» WOMEN’S SECTION- On the ground floor of the store is heart and
soul designated place where the store Offers women’s dresses in a large
variety, divided into various sections such as,
WESTERN
WEARS
ETHNIC WEAR
MISC ZONE
WOMEN'S
SECTION
1).ETHNIC WEAR- In this segment of dresses the store offers a

variety and large collection of traditional dresses as on the 21st century.
In this section the customers can find dresses like ANARKALI, Salwar ,
Churidar etc. It includes brands like-
 AVASA(Internal Brand)
 Fusion(Internal Brand)
 Diya by Gitanjali(External Brand)
 W(External Brand)
 Aurelia(External Brand)
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 BIBA(External Brand)
 Ashmita(External Brand)
 Fashion Tadka(External Brand)
 Praful(External Brand)
 Mahi(External Brand)
2.) WESTERN WEAR:- It is the section where the highest variety of

dresses are available. In this segment customers are offered with modern,
trendy dresses, Here in this section also Reliance Retail ltd has got some
IN-HOUSE and EXTERNAL BRANDS. It includes brands like-
 DNMX(Internal Brand)
 RIO(Internal Brand)
 Team Spirit(Internal Brand)
 Fig(Internal Brand)
 Deal(External Brand)
 109 Degree F(External Brand)
 Scullers(External Brand)
 Crimsone Club(External Brand)
 Kraus(External Brand)
3.) MISC. ZONE: - In this section the accessories, sandals and

fragrances are offered to the customers. It combines both In-House and
external products. It includes brands like-
 JEWELZ
 WOW
 UTRAN
 STOLN
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» KID’S SECTION- In this section the great range of kids wear is
offered. It has got a collection of boys and girls both from the
products of both In-House and External brands. It includes the
brands like-
 FRENDZ(Internal Brand)
 TEAM SPIRIT(Internal Brand)
 DNMX(Internal Brand)
 IVY LEAGUE(External Brand)
 JINI JOHNY(External Brand)
 UFO(Under Fourteen Only) (External Brand)
 APPLE EYE(External Brand)
 BABY LEAGUE(External Brand)
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BASIC FLOOR
OPEARATIONS
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SPACER: -
It is the gap measurement tool by which,

the gap between all the hangers those are hanged
in the browser to be maintained. The spacing
should always be maintained by the Spacer. It is
the way to keep the browser neat and tidy or to
make it more attractive for the customers to
browse the products.
When the proper space is being maintained between two

hangers, an arm of a browser can accommodate 12 hangers.
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SOME BASIC FIXTURES OF RELIANCE TRNDS
FOUR WAY BROWSER TWO WAY BROWSER
GANDOLA
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PYRAMID
NESTING TABLE
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ULTIMATE/ RED TABLE
HANGRAIL
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PEG HOOK
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Electronic Article Surveillance:-
Electronic article surveillance (EAS) is a technological

method for preventing shoplifting from retail stores, pilferage of books from
libraries or removal of properties from office buildings. Special tags are fixed
to merchandise or books. These tags are removed or deactivated by the
clerks when the item is properly bought or checked out. At the exits of the
store, a detection system sounds an alarm or otherwise alerts the staff when
it senses active tags. Some stores also have detection systems at the
entrance to the bathrooms that sound an alarm if someone tries to take
unpaid merchandise with them into the bathroom. For high-value goods that
are to be manipulated by the patrons, wired alarm clips may be used instead
of tags.
There are mainly three types of tags are used in retail industry and in
Reliance Trends also. They are as
follows:
U.F.O TAG (HARD TAG)

PENCIL TAG (HARD TAG)
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MAGENTIC STRIP TAG (SOFT TAG)
With help of this EAS system Reliance Trends has already prevented
number of SHOPLIFTING cases for last few years. In the three months time
of internship it is noticed that Reliance Trends has caught only 2-3
shoplifters by having more than 25,000 footfalls.
Pencil and UFO Tags are clip-set kind of tag. These tags are
tagged into the lower portion, hip portion (mainly in trousers, pant, jeans,
churidars etc) of few garments. For the shoplifters it is just impossible to remove
the tags without taking the help of tag-removal equipment (TAG REMOVER).
Tags are placed in such a manner, if the tag is not removed properly from the
garment, it can cause harm to the garment. These tags are recyclable, that
means unless and until it becomes defective, it can be used.
Whereas, Soft Tags are magnetic-wired tags. These are used mainly to
keep secure the packet products (e.g. Bed sheets, Comforters etc) or the small
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articles (e.g. Socks, Handkerchiefs, Accessories
etc) from shoplifting. These tags can be used thrice
only.
The hard tags can only be attached with the tag pin.
The tag pins are removed from the product by the
cashier against payment of that particular product.
If anyone tries to remove the product with help of any kind of magnet it will not
be possible because the tag pins can be removed by the TAG-PIN REMOVAL
MAGNET only. Which is only been placed at the cashier’s desk.
If someone steals any product which is tagged (Hard and Soft) and tries to
escape from the store, that person will be caught at exit points because there
the ANTI-THEFT GATES are installed. These gates can catch any untagged
product which is getting out off the store from a suitable distance.
TAG-PIN REMOVAL MAGNET
ANTI-THEFT GATE
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CUSTOMER
SERVICE DESK
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HAPPY TO HELP YOU!!!
“Service to customer is service to god. Our grahak is the most

important athiti in our premises. Grahak is not dependent on us we are
dependent on grahak. Grahak is not an outsider to our business grahak
is a purpose of it. Grahak is not an interruption to our work grahak is a
part of it. We r not doing our grahak a favour by serving him. Our grahak
is doing us a favour by giving us an opportunity to do so. Service to
customer is service to god...”
----Mahatma Gandhi
Customer Service Desk is the place where customers can

exchange their products by collecting Credit Note. Not only that customers
service desk’s personnel, also takes the responsibility in customer
satisfaction service by lots of requests from the customers. Customer
Relationship is pretty much needed job in today’s competition. The
importance of customer satisfaction is being observed in many of the
industries (i.e. Banks, Hospitals etc) focusing mainly on Customer Relation
Programs nowadays.
Membership Program:-
Reliance-One Membership:-
 Reliance One Membership program is a relationship marketing
program introduced by Reliance Retail.
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 The customer can collect the Reliance One Points when he/she will shop
at participating Reliance Retail
Stores anywhere in India and can
earn 1 Reliance One point for every
Rs 100 that he/she spends.
 Currently there is no Membership &

renewal fee.
 The member can use their Reliance One Points to get Reliance One
Discount vouchers which can be used at any Reliance Retail store.
He/She needs a minimum of 25 Reliance One Points in his/her Reliance
One Account before he/she can exchange them for Reliance One
Discount Voucher.
 At the point of redemption the customer will get 0.70 Paisa against off
ONE POINT what he/ she had earned by spending INR 100.
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RESEARCH
METHODOLOGY
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RESEARCH METHODOLOGY:-
SELECTION OF AREA:
The area selected was Reliance Trends, Avani Mall, Howrah.

It is one of the important shopping destinations of Howrah. Avani is the
first mega mall of Howrah, and having lots of competitors like
Pantaloons, Big Bazaar etc, by competition challenge keeping on mind
this place was selected.
SELECTION OF SUBJECT:
The subject selected to study local competitors like big bazaar

Pantaloons, and local market players as well.
SELECTION OF SAMPLE:
Convenient sampling is used for the study.
METHODS USED FOR COLLECTION DATA:
Both primary and secondary methods were used.
 The primary data was collected through the questionnaire, which

was given to the customers and face to face interaction also
helped in this manner.
 The secondary data was collected through the means of internet,
office database.
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ANALYSIS OF DATA:
The data collected are analyzed using percentage method supported by
pie- charts.
LIMITATIONS:
Certain data collected can’t be specific suggestion vary from people to
people.
PARAMETERS OF THE STUDY:

The study is limited within the Reliance Trends, Avani Mall, and Howrah.
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The data analysis is divided into two parts by two
different sets of questionnaire, as follows
QUESTIONNAIRE
For the store For the Home Fashion Section
Data Analysis Data Analysis
SUGGESTIONS
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DATA
ANALYSIS
&
INTERPRITATION
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QUESTIONNAIRE
NAME:
AGE: - □Below 20 □ 21- 30 □ 31-50 □ 51 & above
GENDER:- □ Male □ Female
LOCATION- ______________________________
1) Are you shopping with Reliance Trends for the first time?
□ Yes □ No
2).How many times did you visit Home Fashion section in Reliance Trends,
Avani?
□ 2 times □3-5 times □ more than 5 times
3).Why do you choose Reliance Trends, Avani Mall for shopping?
□ Offers □ Services □Product Availability □Easy Transportation
4).How did you come to know about Reliance Trends?
□ Electronic Media □ Print Media □ Word of mouth
□others________________
5).Product purchased with respect to the Departments?
□ Men’s □ Women’s □ Kids □ Home Fashion
□Accessories
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6).Are you happy with the overall product availability?
□ Yes □ No
7).Are you happy with the display of the products and service standards of
the store?
□ Yes □ No, If NO_________________
8).Did you use the customers’ service desk’s facility?
□ Yes □ No
9).Are you satisfied with the Exchange Policy offered by Reliance Trends?
□ Yes □ No
10). What is your bill amount today?
□ 500-999 □ 1000-1999 □ 2000-2999 □ 3000 & above
11).Rate the CSA?
0 1 2 3 4 5
12). Would you like to visit us again?
□ Yes □ No, If NO ____________________
13). Will you recommend others to visit us?
□ Yes □ No, If no ____________________
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Data Analysis & Interpretation
Age Group:-
Below 20 21-30 31-50 51 & Above
4 15 21 10
Below 20
8%
51 & Above
20%
21-30
30%
31-50
42%
AGE GROUP
INTERPRETATION - Within this sample of 50 customers, there are only

4 customers who are below 20 years of age ,15 out of 50 belongs to the
age group of 21-30, 21 are from the age group of 31-50, 10 are from 51 &
above .
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Gender segregation
Male Female
21 29
Male
Female
42%
58%
GENDER SEGREGATION
INTERPRETATION:- Within this 50 customers 21 were Male and 29

were female customers. It is been observed that college students and
married working or home-maker women does shopping more frequently,
where as gents shopper were only 21 out of 50.
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First time with Reliance Trends:-
Yes No
14 36
Yes
28%
No
72%
FIRST TIME WITH RELIANCE?
INTERPRETATION:- The survey which was conducted within 50

customers , out of that 14 were new customers and 36 were repeat
customers. That means Reliance Trends has got a good service quality
towards the customers.
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Shopping Frequency with Reliance Trends:-
2 Times 3-5 Times More Than 5 times
12 27 11
More than 5 2 Times

Times 24%
22%
3-5 Times
54%
SHOPPING FREQUENCY WITH RELIANCE TRENDS
INTERPRETATION:- From the survey it is observed that the customers

who are repeat customers, they were visiting Reliance Trends, Avani Mall,
Howrah for 2times, 3-5 times and more than 5 times. 12, 27 and 11 out of
50 customers were visiting Reliance Trends Avani Mall for 2times, 3-5
times and more than 5 times respectively.
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Selecting Reliance Trends Avani:-
Offers Services Product Availability Pocket Friendliness
13 16 14 7
Offers
Product Availibility 26%
28%
Pocket Friendliness
14%
Services
32%
SELECTING RELIANCE TRENDS AVANI
INTERPRETATION:- It is clear that customers who are coming back and

shopping from Reliance Trends, Avani Mall, Howrah, is just because of
the service which is offered by the employees and of course the
collections of the product . Customer satisfaction is high that is why the
customer retention is also very high at Reliance Trends,
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Came to know about Reliance Trends, Avani:-
Electronic Media Print Media Word Of Mouth Others
8 9 20 13
Electronic
Others Media
26% 16%
Print Media
18%
Word of
Mouth
40%
HOW RELIANCE TRENDS?
INTERPRETATION:- The customers who came to Reliance Trends they

came to know about Reliance Trends by various sources. 18% of the
customers got the information from Print Media, 16% from Electronic
Media, 26% by other sources like SMS, Free Reminder on E-Mails etc
and 20% got the information from referrals which is known as, ‘WORD OF
MOUTH’.
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Department wise purchase:-
Men’s Women’s Kids Home Fashion Accessories
14 20 12 2 2
Accessories
Home Fashion 4%
4%
Men's
28%
Kids
24%
Women's
40%
PRODUCT PURCHASED FROM
INTERPRETATION:- The customers among whom the survey was done,

20,14,12,2 and 2 out of 50 customers shopped from Women’s, Men’s, Kids,
Home fashion and Accessories respectively.
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Satisfaction Regards to Product Availability
Yes No
24 26
No Yes
52% 48%
SATISFACTION REGARDS TO PRODUCT

AVAILABILITY
INTERPRETATION:- The customers who bought products from Reliance

Trends, they portrait their satisfaction as follows. 52% of the customers are
not happy with the products that are available in the store and 48% is
happy with the availability.
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Service Standards and Display
Yes No
29 21
No
42%
Yes
58%
SERVICE STANDARDS AND DISPLAYS
INTERPRETATION:- The surveyed customers had given an opinion in service

standards and display. 29 out of 50, that means 58% had told that they are
happy with the service standards and displays of the store and 21 out of 50
(42%) are not happy or wants more displays of the products and the smooth
service.
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Usage of Customer Service Desk
Yes No
21 29
Yes
No 42%
58%
USAGE OF CUSTOMER SERVICE DESK
INTERPRETATION:- “When the help required for any issues, we

approach customers service desk(C.S.D.)” Told by many customers.
58% said that didnot use the service while rest 42% used the service.
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Satisfaction with regards to Exchange policy
Yes No
20 30
Yes
40%
No
60%
Satisfaction with regards to Exchange policy
INTERPRETATION:- Majority customers are not happy with the

exchange policy because there are few components are involved into it
which is mandatory to follow. 60% customers said that time period for
exchanging should increase little bit more, While 40% customers are
happy with it.
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Basket Size of the customers
500-999 1000-1999 2000-2999 3000 & Above
8 13 12 17
500-999
3000 & Above 16%
34%
1000-1999
26%
2000-2999
24%
BASKET SIZE
INTERPRETATION:- As the offer(Coolest summer i.e. shop for INR

2999 & GET GIFT COUPONS OF INR 1000) was going on, so that the
customers were more into buying of INR 3000 & above. Hence 34% had
shopped for INR 3000 & above, 24%,26% and 16% had shopped for
INR 2000-2999,INR 1000-1999 and INR 500-999 respectively.
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CSA rating
0 1 2 3 4 5
0 1 1 11 19 18
5 2
1
33% 13%
7%
3
20%
4
27%
CSA RATING
INTERPRETATION:- The service that are given by the CSAs(Customer

Service Associate) is remarkable. That is why the retention of the
customers in Reliance Trends, Avani Mall is Very high.
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Will you come back?
Yes No
38 12
No
24%
Yes
76%
Will you come back?
INTERPRETATION: While making this survey the customers were really

very much happy to say that, “We will be coming back”. They also
mentioned that, their shopping frequency with Reliance Trends is very
high. As it is clearly reflecting on the table(up) 76% out of 50 customers
they will be more than happy to welcoming them back in the store.
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Will you recommend others about Reliance Trends?
Yes No
32 18
No
36%
Yes
64%
Will you recommend others?
INTERPRETATION:- Recommendation is something which can take a

lot of time to built in the customer’s mind by giving excellent service,
trust etc, but on other hand it can also take a very small span of time to
built by providing something a customer expects to get it. As per the
survey 32 out of 50 customers told that they will recommend others to
shop with Reliance Trends. Whereas 36% of the customers told they are
not going to recommend Reliance Trends as shopping destination.
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JOB
ASSIGNMENT
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Job Assignment
By keeping in mind the pie chart below, the Store Manager of Reliance
Trends, Avani Mall, Howrah, Ms. Punam Halwasia decided to put me in Home
Fashion Section to look after the sales of that particular section, because the
total 50 customers were surveyed and 2 customers out of it had bought
products from Home Section.
Department wise purchase:-

Men’s Women’s Kids Home Fashion Accessories
14 20 12 2 2
Accessories
Home Fashion 4%
4%
Men's
28%
Kids
24%
Women's
40%
PRODUCT PURCHASED FROM
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Sectional Questionnaire
1) How many times did you visit Home Fashion section in Reliance Trends, Avani Mall,
Howrah?
□ 1 time □ 2 times □3-5 times □more than 5 times

2) Do you like the versatility of products?
□ Yes □ No if No_____________________
3) Are you satisfied with the quality of the products?
□ Yes □ No if No_____________________
4) Do you think the products are pocket friendly?
□ Yes □ No if No_____________________
5) Would you like to have more offers on Home Products?
□ Yes □ No
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Visiting frequency of Home Fashion Section:-
1 TIME 2 TIMES 3-5 TIMES MORE THAN 5 TIMES
3 7 6 9
1 TIME
12%
MORE THAN 5
TIMES
36%
2 TIMES
28%
3-5 TIMES
24%
VISTING FREQUENCY OF HOME FASHION SECTION
INTERPRETATION: - While making the survey, it has been observed that, 3 out of
25 customers were visiting the home fashion section for the first time, 7,6 and 9
customers were visiting the section for 2nd ,3-5 times and more than 5 times
respectively.
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Product versatility of Home Fashion section:-
Yes No
10 15
YES
40%
NO
60%
PRODUCT VERSATILITY OF HOME FASHION
INTERPRETATION: - Out of 25 customers 10 were happy with the product

versatility of Home Fashion Section and at the same point of time 15 were
unhappy with the versatility issue.
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Satisfaction regarding the quality of home products:-
Yes No
12 13
NO YES
52% 48%
SATISFACTION REGARDING QUALITY
INTERPRETATION: - 52% customers were expecting more good quality

products in Home Fashion Section of Reliance Trends. Whereas 48%
customers were happy in the quality satisfaction issue.
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Pocket-friendliness of the products:-
Yes No
14 11
NO
44%
YES
56%
POCKET FRIENDLINESS OF HOME PRODUCTS
INTERPRETATION: - According to the customers, the products(Bed sheets,

Diwan set etc )that are available in Home Fashion Section of Reliance Trends,
those are comparably cheaper than other retail stores present at the same
premises. 56% of the customers clearly mentioned that the products above
mentioned (Except towels) are cheap and 44% said that, products are costly.
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Need more offers;-
Yes No
15 10
NO
40%
YES
60%
MORE OFFERS NEEDED?
INTERPRETATION: -When the survey was done, ‘The Coolest Summer

Offer’ was going on. The customers had given their feedback for keeping the
fact in their mind about the discount that are offered for rest of the year. 15 out
of 25 customers told that they need various discounted offers through-out the
year and 10% told they are happy with the present scenario.
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In the month of April’14,
sale-report has been shown beside.
The department could not achieve
the monthly target because of
various reasons portrait through the
above questionnaire although there
was a huge chance to achieve the
target just for one simple reason,
‘Poila Baisakh’(Bengali New Year).
Possible reasons are-
 Low footfall at the Home Fashion Section
 Less conversion
 Less discount offered (compare to other retail stores)
 Range of product availability was less
 Less display
 Less announcement from Customer Service Desk
 Attentiveness of the Customer Service Associates
 Fight with Internal Brand and External Brand to sell the product
When the work was assigned to me, I did a competitor analysis with
Big Bazaar and other local players those are present at both inner and outer
premises. It was observed that Big Bazaar is the brand where the product
availability is vast compare to Reliance Trends, and most surprisingly in a
cheaper price than Reliance Trends. The customers are more intend to buy
branded products which is suitable for his/her pocket. So major problem I
observed that, if a customer is going to Big Bazaar to buy a towel or a bed sheet,
he/she is getting the brand ‘BOMBAY DYING’, whereas in Reliance Trends the
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customer will be getting Reliance’s home product ‘WILLOW’, which is not at all a
familiar brand like BOMBAY DYING’.
Apart from this issue, rest of the possible causes were on Store Manager’s hand
because price and offers, promotions are not in under control of her. So, I
spoken to Ms. Punam Halwasia(Store Manager), Mr. Manas Banerjee & with Mr.
Subrata Sardar regarding the stuff issues. They helped me a lot to overcome the
problems.
Starting of May’14, I along with my managers started working on those

problems and we came up with various solutions. 15th May’14 onwards ‘The
Coolest Summer Offer’ had started, so the discount problem was omitted but
then also the fighting of Internal and External brands remained the same. The
SM and both the DMs taught me how to handle this problem, and we got
success by that method.
The remedies for those problems are:
 Footfall Issue:- Conducting various events in the store
 Conversion problem:- All the CSAs were told to attend all the customers,
and make them buy at least one thing from the store.
 Display Threat:- At Home Section we made up lots of towel
folding(Elephant, Duck etc). Bed Sheet displays etc to attract more
customers.
 Announcement Problem:- The CSD person were advised to do more
announcement regarding Home Section’s offer.
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 Cross Selling:- The CSAs were strictly told to cross sell home sections
products.
 Closing:- At Home fashion section once the customer enters we tried to
make him/her buy something or the other.
After trying all those remedies at last Home Fashion Section

achieved the target of 2, 23,152 INR in May and 2, 60,634 INR in
June.
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SUGGESTIONS
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Suggestions:-
 As we know, making new customer is a big challenge, rather giving

ultimate service to the existing customers. It is possible to hold them back
to shop only from Reliance Trends and by that Reliance Trends can earn
a good number of recommendations (Word Of Mouth) by the customers.
 From the frequency of shopping it has been observed that most of the
customers were repeat customers. Majority of them were visiting the store
for more than 3-5 times. Whereas the customers who came for second
time, that also can be converted into more either by giving good quality of
service or by building a good relationship with them.
 While interacting with the customers it was identified that the customers’
service desk of Reliance Trends, Avani Mall has got only one Computer
System. According to the store-size the customers service desk could
have been broken into two parts; one could in Ground Floor and the other
one could be on the First Floor. By that way the customers’ can get more
personalized service what they are looking for.
 As the promotion level of Reliance Trends is very low with compare to
other retail stores, which has been shown on the data analysis. Majority of
the customers came to know about Reliance Trends either by Word Of
Mouth or by other sources. Electronic media and print media had played
their role hardly. The management can think about the promotional
strategies in such a way, where all the mode of communication can be
used and could reach the most of the targeted customers.
 It has been observed that, the customers are not happy with the product
availability. The issues can be preferred Size, Price, Offers etc. and
mostly the customers sometimes touches, feels the product but the colour
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composition or the preferred design of the product does not match with
his/her mind set.
 According to the customers, the some visual merchandising is extra
ordinary and on the other hand some are not at all liked by them. A very
few customers also told that some of the displays should be kept on the
windows as well as inside near to the respective section (Home Section).
 The main problem of concern which has been observed for the exchange
policy is that “Time Limit” (30 days). 30 out of 50 customers specifically
mentioned that the duration for exchange policy should increase
little bit more (45 days).
 As per the CSA rating is concerned, the CSAs (Customer Service
Associates) should get more training on customer handling. The
customers who had marked ‘3’, they clearly mentioned that, they felt the
personal touch was missing from the interaction with CSA’s. It is a valid
point to take it upon by the management is to give more systematic
training to those CSAs for betterment of the service of the store and as
well as for their future prospects.
 It is very well to get a kind of feedback where more than 60% of
customers told that they will come back to shop and they will recommend
others about Reliance Trends, Avani Mall, Howrah.
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EVENT ORGANISED TO INCREASE FOOTFALL AND SAME POINT
OF TIME CONVERT THEM INTO SELL:
FATHER’S DAY
CELEBRATION
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DRAWING
COMPETITION
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CONCLUSION
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Conclusion
Reliance Trends is a part of Reliance Retail, it came into existence

in 2007. The two months spent in the store was a good experience, all
the employees were cooperative, got the opportunity to know retail in
detail.
The project helped me in the following areas:
 Dealing with different types of customers.

 Improvement in observation skills.
 Learning merchandising.
 Learning consumer behaviour.
 Making corrective decisions.
Soumyajit mukherjee
BIBLIOGRAPHY
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Bibliography
I. http://www.sales-training-sales-tips.com/retail-sales-tips.html
II. http://www.ril.com/html/aboutus/subsidiaries_associates_RRL.html
III. http://info.shine.com/company/Reliance-Retail/207.aspx
IV. http://en.wikipedia.org/wiki/Reliance_Retail
V. http://www.slideshare.net/uplakshgupta/business-marketing-reliance-
trends?qid=c6d3fc63-d9d6-4457-8585-
04f3f038a63e&v=qf1&b=&from_search=1
VI. http://www.slideshare.net/hardikjain29/catchment-analysis-for-reliance-
trends?qid=c6d3fc63-d9d6-4457-8585-
VII. http://www.slideshare.net/praveensantosh1/reliance-trends-project-
final?qid=c6d3fc63-d9d6-4457-8585-
Soumyajit mukherjee

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Soumyajit mukherjee

PGPBM & MBA 2013-2015, BIBS Page 1

I hereby declare that the project entitled “BASIC FLOOR

Bengal Institute of Business Studies

PGPBM 2013-15 Batch

The satisfaction and euphoria that accompany the successful

I am grateful to my project guide Ms. Punam Halwasia (Store

I really appreciated their involvement in the project and regular

I would also like to thank Mr.Arnab Basu (HR Manager,

3. ABOUT THE COMPANY 4-7

 HIERARCHY OF RELIANCE TRENDS 8

5. CUSTOMER SERVICE DESK 23-24

7. DATA ANALYSIS & INTERPRETATION 28-44

8. JOB ASSIGNMENT 45-54

Reliance Trends is an Indian retail chain for apparel and

 To have a study on Reliance Retail (Reliance Trends) Ltd

 To study about the daily floor activities of retail trading.

 To look after maintenance of SOP by doing mystery shopping

 To analyze the various competitors of Reliance Trends (Inner

 To have a study on the customer satisfaction and preference.

 To find out the possible reasons, if conversion level goes down.

 To generate more business by increasing footfall in the premises

Date of Establishment 2006

Revenue INR 2500-5000 Crores

Market Cap US $ 27.4 billion

Address RCP STTC Industrial Area, Tanabelapur

Branches Over 1200 stores across India

Chairman & MD Mr. Mukesh Ambani

CEO Mr. Akhilesh Prasad

Reliance Industries Limited is an Indian conglomerate holding

company headquartered in Mumbai, Maharashtra, India. The company

operates in five major segments: exploration and production, refining and

marketing, petrochemicals, retail and telecommunications. RIL is the

second-largest publicly traded company in India by market capitalisation and

Oil Corporation. The company is ranked No. 99 on the Fortune Global

500 list of the world's biggest corporations, as of 2013. RIL contributes

approximately 14% of India's total exports.

Reliance Retail Limited (RRL), a subsidiary of Reliance Industries

Limited under Mukesh Ambani, is Reliance Group’s foray into organized

retail. RRL is based on the growth strategy of backward integration, and it

generates inclusive growth and prosperity for farmers, vendor partners,

small shopkeepers and consumers.

foods, groceries, apparel and footwear, lifestyle and home improvement

products, electronic goods, and farm implements and inputs. The

company’s outlets also provide vegetables, fruits, and flowers.

12/10/2007 Ambience Mall, Gurgaon, india

30/11/2007 V3S Mall, New Delhi, India

27/03/2008 Main Street Mall, Bandra, India

28/03/2008 Big C(Chawla Mall), Jalandhar, India

15/08/2008 10Acres Mall, Ahmadabad, India

Past, Present & Future:-

Year No. of Stores Year No. of Stores

2008-2009 7 2013-2014 104

2009-2010 9 2014-2015 132(Already Crossed in

2010-2011 23 2015-2016 167

2011-2012 48 2016-2017 202

Democratic fashion, enrich the quality of life Indian Households