SUMMER INTERNSHIP PROJECT REPORT

On
A STUDY OF RETAIL SHOPPER BUYING BEHAVIOUR & EXPERIENCE
EVALUATION ACROSS RELIANCE RETAIL STORES

SUBMITTED BY
NAME: SUCHETA BARMAN
ROLL.NO:MM2224355
FOR THE DEGREE
MASTER OF BUSINESS ADMINISTRATION WITH
MARKETING SPECIALISATION

UNDER THE GUIDANCE OF

MR.KAPIL CHATURVEDI

Balaji Institute of Modern Management Pune

ACADEMIC SESSION 2022 – 2024

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 DECLARATION

I, SUCHETA BARMAN, Roll Number- MM2224355 of Balaji Institute Of

Modern Management (Sri Balaji University Pune), hereby declare that I
have Completed the Project Entitled “A STUDY OF RETAIL SHOPPER
BUYING BEHAVIOUR & EXPERIENCE EVALUATION ACROSS
RELIANCE RETAIL STORES” In partial fulfilment of the requirement for
the Third Semester of the Master Of Business Administration with
Specialization In Marketing Course For the Academic Year 2023-2024
(Batch 2022-2024) This Project is the result of original work done by me on
ground zero.

Place: Guwahati
Name&Signature
Date:

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CERTIFICATE

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 ACKNOWLEDGEMENT

I would like to take this opportunity to acknowledge and thank “RELIANCE

RETAIL” for providing me this highly coveted opportunity to associate my
summer internship project with the organization.

My special thanks and heartiest gratitude to my mentor “MR. VIMAL

PATEL”. His help in various capacities towards making me familiar with the
research problem and preparing the report is invaluable. His knowledge, nature
and judgment along with experience were an immense source of inspiration in
completing this project.

I am very thankful to my Research Guide, Faculty mentor Prof. “KAPIL

CHATURVEDI” for constant support and encouragement as well as the
valuable guidance and was indeed an enriching experience for me as a
management student for getting a chance to do a project in an organization like
“RELIANCE RETAIL”

I would also like to thank all the faculty members of Balaji Institute of Modern
Management for their critical advice.

The learning experience drawn out of this project was incredible and it would
greatly help me in my future endeavours.

DATE: SIGNATURE OF STUDENT

PLACE:

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 TABLE OF CONTENTS

CHAPTER TOPIC PAGE

NO
1 Title of Project 1
2 Declaration 2
3 Certificate 3
4 Acknowledgement 4
5 Table of Contents 5
6 Executive Summary 6
7 Contextual Background 7-15
a) Industry Scenario
b) Market Scenario
c) Competitor Analysis
d) Market Studied
e) Brief company profile
f) Role in Company
8 Research problem 16
9 Objective(s) 17
10 Research Question / Hypothesis 18
11 Literature Review 19-20
12 Research Methodology / Design 21-22
a) Research Type
b) Sample Size
c) Sampling Method
d) Questionnaire
e) Data Collection Method
13 Data Analysis 23-50
(a) Using Excel or SPSS
14 Findings & Interpretation 51-53
15 Recommendation(s) 54-55
16 Limitations & Future Scope of Study 56-57
17 Conclusion 58
18 References / Sources 59
a) Internet References
b) Journal References
c) Newspaper
Books / Textbooks

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 EXECUTIVE SUMMARY
This report presents a detailed investigation of customer experiences at Reliance
Retail stores in Guwahati, Assam. I underwent extensive training to effectively
engage customers and gather their valuable feedback. Throughout the
internship, a carefully designed questionnaire was utilized to systematically
collect customer opinions.

The primary aim of this study was to gain a profound understanding of

customer needs and expectations in order to enhance the overall customer
experience, foster satisfaction, and cultivate unwavering customer loyalty
within the stores. The report combines quantitative data obtained from the
questionnaires with qualitative insights to delve into customer preferences,
priorities, and pain points. These invaluable findings will serve as a foundation
for tailoring the store's offerings and services to better align with specific
customer requirements.

Moreover, the thorough analysis of customer feedback and behavior enables the
identification of areas in need of improvement and optimization of the shopping
experience. By demonstrating an unwavering commitment to customer
satisfaction, the report seeks to establish a loyal customer base and leverage
positive word-of-mouth marketing to attract new customers. The ultimate goal
is to ensure the sustained success and growth of the stores by continuously
refining operations and proactively adapting to the ever-evolving needs of
customers, who form the core of the retail business.

The internship spanned over eight weeks and covered seven different store
formats: RelianceTrends, Reliance Digital, Reliance Centro, Gap, Reliance
Jewels, Fashion Factory, Gap (again). Throughout the internship, I followed
Reliance's standardized questionnaire format, which was created using the
SurveyMonkey platform and required online input of collected data.

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Subsequently, a comprehensive analysis was conducted across various
dimensions, including shoppers' profiles, their familiarity with other Reliance
Retail stores, the overall shopping experience, and more. To derive meaningful
insights, statistical tests and chi-square tests for independence were employed.

Based on the extensive analysis, a set of tailored recommendations has been

formulated to elevate customer experience and satisfaction. These
recommendations aim to implement improvements that align with the identified
areas of opportunity.

CONTEXTUAL BACKGROUND

A. RETAIL INDUSTRY SCENARIO IN INDIA

The retail industry in India is a dynamic and rapidly evolving sector that plays a
crucial role in the country's economy. With a population of over 1.3 billion
people and a growing middle class, India offers immense potential for retail
businesses. The industry encompasses a wide range of sectors, including
organized retail, unorganized retail, e-commerce, and traditional mom-and-pop
stores. India's retail landscape has witnessed significant transformation over the
years. Traditional mom-and-pop stores, known as kiranas, have long been the
backbone of the retail sector. However, organized retail has gained momentum
in recent years, driven by the entry of large players and the establishment of
modern retail formats such as hypermarkets, supermarkets, department stores,
and specialty stores.

Key players in the organized retail segment include Reliance Retail, Future
Group, Tata Group, and Aditya Birla Retail. E-commerce has also emerged as a
major force in the Indian retail industry. Companies like Flipkart, Amazon, and
Snapdeal have revolutionized the way Indians shop, offering a wide range of
products and convenient delivery options. The rapid growth of smartphones and
internet penetration has contributed to the popularity of online shopping,

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particularly among urban consumers.The Indian government has implemented
various reforms to promote the growth of the retail industry. The introduction of
Goods and Services Tax (GST) in 2017 aimed to streamline taxation and create
a unified market across the country. This has facilitated the ease of doing
business and improved logistics and supply chain efficiencies. Additionally,
initiatives like the Make in India campaign have encouraged domestic
manufacturing, leading to the availability of a diverse range of products for
consumers.

Challenges persist in the Indian retail industry. The presence of a vast

unorganized retail sector poses competition to organized players. Infrastructure
gaps, complex regulations, and limited access to capital also pose challenges for
retailers, especially small and medium-sized enterprises. Furthermore,
fluctuations in consumer spending patterns, intense competition, and changing
consumer preferences require retailers to continually innovate and adapt to stay
relevant in the market.

Despite these challenges, the future of the retail industry in India looks
promising. Rising disposable incomes, urbanization, a young population, and
increasing consumer aspirations are driving the demand for organized retail and
e-commerce. The growth of digital payments and the government's push for
financial inclusion are further fueling the growth of the retail industry.

In conclusion, the retail industry in India is a vibrant and evolving sector that
presents immense opportunities approaches.

B. MARKET SCENARIO

Market Size: The retail market in India was estimated to be worth around $950
billion in 2020 and is projected to reach $1.75 trillion by 2026 (source: IBEF).

Organized vs. Unorganized Retail: The retail market in India is predominantly

unorganized, with small independent retailers comprising a significant portion
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of the sector. However, organized retail is growing steadily, driven by the
expansion of retail chains and the emergence of e-commerce platforms.

E-commerce Growth: The e-commerce sector has witnessed rapid growth in

India, with increasing internet penetration and smartphone usage. It is estimated
that the e-commerce market will reach $200 billion by 2026 (source: IBEF).

Consumer Behavior: Changing consumer preferences and rising disposable

incomes have led to a shift in buying behavior. Consumers are increasingly
seeking convenience, value for money, and personalized shopping experiences.

Government Initiatives: The Indian government has implemented various

reforms to support the retail sector's growth. These include the implementation
of GST (Goods and Services Tax), liberalization of FDI (Foreign Direct
Investment) norms, and the promotion of initiatives such as "Make in India" and
"Digital India."

Regional Variations: The retail market in India varies across regions. While
urban areas have seen significant growth in organized retail formats like
supermarkets and shopping malls, rural markets present untapped potential.
Retailers are exploring strategies to tap into rural markets and cater to the
specific needs and preferences of rural consumers.

C.COMPETITOR ANALYSIS

Competitor analysis using the VRIO framework for Reliance Retail:

The VRIO framework is a valuable tool for conducting a competitor analysis by

evaluating the resources and capabilities of a company and its competitors.

Let's apply the VRIO framework to Reliance Retail:

Value: Does the resource or capability provide a competitive advantage?

Reliance Retail's Resources and Capabilities:

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Strong brand recognition and reputation in the Indian market.

Extensive network of retail stores across different formats.

Robust supply chain management and logistics infrastructure.

Diversified product portfolio catering to various consumer segments.

Technological capabilities in digital retail and e-commerce.

Competitor (Example): Future Group

Well-known retail brand with a significant market presence.

Wide range of retail formats, including hypermarkets, supermarkets, and

specialty stores.

Strong supply chain and distribution network.

Extensive private label product offerings.

Investment in digital transformation and e-commerce capabilities.

Based on this analysis, both Reliance Retail and Future Group possess valuable
resources and capabilities that provide a competitive advantage. They have
established brands, diverse product portfolios, and robust supply chain
management systems. However, it is essential to delve deeper into the VRIO
framework to determine if these resources and capabilities are rare, inimitable,
and well-organized.

Rarity: Is the resource or capability unique or scarce?

Reliance Retail's Resources and Capabilities:

Reliance's strong brand recognition and reputation are relatively rare in the
Indian retail market.

The extensive network of retail stores, especially in tier 2 and tier 3 cities,
provides a competitive advantage.

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The company's robust supply chain management and logistics infrastructure is
relatively rare in the industry.

The technological capabilities in digital retail and e-commerce contribute to a

competitive edge.

Competitor (Example): Future Group

Future Group's well-known brand is relatively common in the retail industry.

The wide range of retail formats is not unique to Future Group alone.

The supply chain and distribution network are important resources but are not
rare in the industry.

The investment in digital transformation and e-commerce is becoming more

common among retailers.

Reliance Retail appears to possess resources and capabilities that are relatively
rare in the industry compared to its competitor, Future Group.

Imitability: Is the resource or capability difficult to imitate or replicate?

Reliance Retail's Resources and Capabilities:

Reliance's strong brand reputation and extensive retail network are challenging
to replicate quickly.

The robust supply chain management and logistics infrastructure require

significant investments and expertise to imitate.

The technological capabilities in digital retail and e-commerce can be

challenging to replicate effectively.

Competitor (Example): Future Group

Future Group's brand can be replicated by other retailers in the market.

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The retail formats can be imitated, although it may require significant
investments.

The supply chain and distribution network can be replicated with appropriate
investments.

The investment in digital transformation and e-commerce can be imitated by

other retailers.

Reliance Retail's resources and capabilities appear to be relatively difficult to

imitate compared to Future Group.

Organization: Is the company effectively utilizing and organizing its resources

and capabilities?

Reliance Retail:

Reliance has effectively utilized its brand reputation to expand its retail
presence and attract customers.

The extensive retail network is well-organized, covering both urban and rural
areas.

The supply chain and logistics infrastructure are efficiently managed to ensure
timely product availability.

The company has made substantial investments in digital retail and e-

commerce, providing a seamless omnichannel experience for customers.

Future Group:

Future Group has effectively utilized its brand to establish a strong market
presence.

The retail formats are well-organized and cater to different customer segments.

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The supply chain and distribution network are efficiently managed to support
timely deliveries.

The company has invested in digital transformation to enhance customer

experiences.

Both Reliance Retail and Future Group appear to effectively organize and
utilize their resources and capabilities.

In conclusion, based on the VRIO analysis, Reliance Retail possesses valuable,

rare, difficult-to-imitate, and well-organized resources and capabilities, giving it
a competitive advantage over its competitor, Future Group. However, it's
important to note that a comprehensive competitor analysis would involve
assessing other competitors in the market and evaluating their resources and
capabilities as well

Competitor analysis of Reliance Retail using SWOT:

Strengths:

Strong brand recognition: Reliance Retail has established itself as a trusted

and well-known brand in the Indian market, which attracts customers and builds
credibility.

Extensive retail network: The company operates a diverse range of retail

formats across the country, providing customers with convenience and choice in
their shopping experience.

Robust supply chain management: Reliance Retail has a well-organized

supply chain and logistics infrastructure, ensuring efficient inventory
management and timely product delivery to stores.

Technological capabilities: The company has invested in digital retail and e-

commerce, enabling seamless online and offline shopping experiences for
customers and staying ahead in the digital age.

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Weaknesses:

Reliance-centric offerings: Reliance Retail heavily relies on its private labels

and exclusive tie-ups, which may limit the variety of product offerings
compared to competitors with a wider range of brands.

Limited international presence: While the company has a strong presence in

the domestic market, its international footprint is relatively small, limiting its
exposure to global markets and potential expansion opportunities.

Opportunities:

Growing Indian retail market: The Indian retail sector is experiencing rapid
growth due to factors such as increasing disposable incomes, urbanization, and
changing consumer preferences. Reliance Retail can leverage this opportunity
by expanding its retail network and capturing a larger market share.

E-commerce growth: The rise of e-commerce presents a significant

opportunity for Reliance Retail to enhance its online presence, reach a wider
customer base, and compete with established e-commerce players in the market.

Expansion into new formats and segments: By diversifying its offerings and
exploring new retail formats or segments, Reliance Retail can tap into niche
markets, attract new customer segments, and stay ahead of evolving consumer
demands.

Threats:

Intense competition: The retail industry in India is highly competitive, with

both organized players and traditional stores vying for market share. Reliance
Retail faces competition from major players such as Future Group, Tata Group,
and Amazon, requiring continuous innovation and differentiation.

Regulatory challenges: Changes in government policies, regulations, and

taxation can impact the retail sector and pose challenges for Reliance Retail's

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operations. Keeping abreast of regulatory changes and adapting accordingly is
crucial.

Shifting consumer preferences: Consumer preferences are constantly

evolving, influenced by factors such as technology, sustainability, and
convenience. Reliance Retail needs to stay attuned to these changing
preferences and adapt its offerings and strategies to meet customer expectations.

By leveraging its strengths, addressing weaknesses, capitalizing on market

opportunities, and effectively managing threats, Reliance Retail can strengthen
its competitive position, drive growth, and continue to be a prominent player in
the Indian retail market.

D. MARKET STUDIED

The retail market in India is experiencing remarkable growth and is currently

estimated to be valued at approximately $950 billion. It is anticipated to reach a
staggering $1.75 trillion by 2026, showcasing the immense potential and
lucrative opportunities within the sector (source: IBEF). While organized retail
formats such as supermarkets, hypermarkets, department stores, and shopping
malls have gained significant traction, the unorganized retail sector continues to
dominate, particularly in rural and semi-urban areas. Local neighborhood stores
and traditional markets play a crucial role in meeting the daily needs of
communities, offering personalized services and convenience.

The expansion of organized retail has been driven by large retail chains,
multinational companies, and the emergence of e-commerce platforms. Urban
areas have witnessed a surge in modern retail formats, providing a diverse range
of products and enhanced shopping experiences. This growth is fueled by
factors such as rising consumer incomes, rapid urbanization, and evolving
consumer lifestyles. Indian consumers are becoming increasingly brand-
conscious, placing value on convenience, and seeking personalized experiences.

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They are also embracing online shopping and e-commerce platforms,
contributing to the overall growth of the retail market.

The Indian government has implemented various initiatives and reforms to

facilitate the growth of the retail sector. The introduction of the Goods and
Services Tax (GST) has streamlined taxation processes and enhanced supply
chain efficiencies. Additionally, liberalized Foreign Direct Investment (FDI)
policies have encouraged greater foreign investment in multi-brand retail and e-
commerce, attracting global players to the Indian market.

It is important to note that the Indian retail market exhibits significant regional
diversity. Consumer preferences, shopping habits, and purchasing power vary
across different states and regions. Retailers must understand these regional
nuances and tailor their strategies accordingly to effectively cater to the diverse
consumer base.

In conclusion, the retail market in India presents tremendous growth

opportunities. As the country's economy continues to flourish and consumer
aspirations rise, retailers are focusing on innovative approaches, customer-
centric strategies, and leveraging technology to enhance the shopping
experience. This dynamic market offers a promising landscape for both
traditional and modern retail formats to thrive and capture a larger market share.

E. BRIEF COMPANY AND DEPARTMENT PROFILE:

 Reliance Retail, a subsidiary of Reliance Industries Limited, operates

multiple retail formats catering to diverse consumer preferences and
requirements in the organized retail sector in India.
 The formats include Reliance Fresh, Reliance SMART, Reliance Trends,
Reliance Digital, Reliance Jio Stores, Reliance Footprint, Reliance
Jewels, Reliance Market, Gap, and Reliance Centro (formerly Central).

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  Reliance Fresh is a neighbourhood grocery store offering fresh produce
and household essentials.
 Reliance SMART is a comprehensive supermarket format providing a
wide selection of groceries, personal care items, electronics, and apparel.
 Reliance Trends offers trendy and affordable fashion for men, women,
and children.
 Reliance Digital showcases the latest consumer electronics and digital
products.
 Reliance Jio Stores specialize in telecommunications products and
services, including mobile connections and smartphones.
 Reliance Footprint offers a diverse range of footwear for the entire
family.
 Reliance Jewels specializes in gold, diamond, and precious jewelry
pieces.
 Reliance Market serves business customers with wholesale cash-and-
carry products.
 Gap, acquired by Reliance Retail, offers stylish clothing and accessories.
 Reliance Centro, formerly Central, is a popular fashion and lifestyle retail
chain in India.
 These retail formats cater to different customer segments and provide a
wide range of products, ensuring convenience, choice, and value for
customers.
 Reliance Retail's commitment to quality, affordability, and customer
experience has contributed to its success in the Indian retail industry.

The company aims to establish a strong presence in India's organized retail

sector through its diverse retail formats.

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F. ROLE IN COMPANY

I had the opportunity to work across various formats of Reliance Retail during
the eight weeks span, including:

1st week: Reliance Trends

2nd week: Reliance Digital

3rd week: Reliance Centro

4th week: Gap

5th week: Reliance Jewels

6th week: Fashion Factory

7th week: Gap

The internship involved collecting data using a standardized questionnaire

format developed on the SurveyMonkey platform. The collected data was then
analysed using statistical tests and chi-square tests for independence.

The analysis focused on different aspects, such as shopper profiles, familiarity

with other Reliance Retail stores, and overall shopping experiences. By
conducting a comprehensive analysis, the intern aimed to identify areas of
opportunity to enhance the customer experience and satisfaction.

Based on the findings from the analysis, a set of customized recommendations

has been developed. These recommendations are designed to address the
identified areas of opportunity and improve the customer experience in
alignment with the specific formats of Reliance Retail. The goal is to implement

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improvements that will ultimately enhance customer satisfaction and contribute
to the success of Reliance Retail.

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 RESEARCH PROBLEM

This study focuses on understanding and analysing the buying behaviour of

shoppers in Reliance Retail stores. It aims to identify the factors influencing
their purchase decisions, including product preferences, brand perception,
pricing, promotions, and the impact of in-store experiences.

Additionally, the research aims to evaluate the overall customer experience in

Reliance Retail stores. It seeks to assess various aspects such as store layout,
product availability, customer service, checkout process, and post-purchase
satisfaction to identify areas for improvement and enhance the shopping
experience.

Furthermore, the study compares consumer behaviour across different store

formats within Reliance Retail, such as supermarkets, hypermarkets, specialty
stores, and online platforms. It aims to identify variations in consumer
preferences, shopping patterns, and satisfaction levels based on the store format.

Moreover, the research aims to identify the key factors that influence customer
satisfaction and loyalty in Reliance Retail stores. It focuses on factors such as
product quality, pricing, promotions, store ambiance, staff behaviour, and post-
purchase services.

Additionally, the study explores the role of technology and digital platforms in
shaping shopper behaviour and experiences in Reliance Retail stores. It
investigates the adoption of digital technologies by shoppers, their impact on
purchase decisions, and the effectiveness of digital platforms in enhancing
customer engagement and convenience.

Lastly, the research evaluates the effectiveness of marketing and promotional

strategies employed by Reliance Retail stores. It assesses the impact of
advertising, sales promotions, loyalty programs, and other marketing initiatives
on shopper behaviour, perception, and purchase decisions.
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 Objectives of the study
Assess the current state of customer experience: The study aims to
comprehensively identify the various touchpoints where customers interact with
Reliance Retail and evaluate the quality of those interactions. This includes
analysing customer feedback, conducting surveys, and evaluating customer
service interactions to gain insights into the customer experience.

Identify areas for improvement: Utilizing the gathered data, the study aims to
pinpoint specific areas where enhancements can be made to elevate the
customer experience. This may involve improving the ease of doing business
with Reliance Retail, streamlining processes, or enhancing the quality of
customer service.

Develop a comprehensive plan for implementing improvements: The study

intends to create a detailed plan that outlines actionable steps, assigns
responsibilities, and establishes a timeline for implementing the identified
improvements. This ensures a systematic approach to enhancing the customer
experience across Reliance Retail stores.

Monitor progress and adapt the plan as necessary: The study aims to establish a
process for monitoring the progress of implemented improvements and making
necessary adjustments. This involves continuous measurement and analysis of
customer feedback, regular evaluations of customer service interactions, and
other methods for effectively tracking progress toward improving the customer
experience.

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 HYPOTHESIS

H1: Repeat customers are more likely to shop again, recommend the store
and rate their experience better as compared to first time shoppers

H2: Have you also visited other stores of Reliance Retail? * Basis your
overall shopping experience will you shop again at this store?

H3: When you left home today, did you specifically plan to come to this
store? * Basis your overall shopping experience will you shop again at this
store?

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 LITERATURE REVIEW
"Customer Satisfaction in the Indian Retail Sector: A Literature Review" by
Gupta, A., and Gupta, M. (2017): In their study on customer satisfaction in the
Indian retail sector, Gupta and Gupta emphasize the significance of service
quality, store atmosphere, and product assortment. They highlight the role of
technology in enhancing customer satisfaction and driving customer loyalty.

"Exploring Customer Satisfaction and Shopping Experience in Indian Shopping

Malls" by Nigam, R., and Bharadwaj, A. (2015): Nigam and Bharadwaj
examine factors that influence customer satisfaction and shopping experiences
in Indian shopping malls. Their findings suggest that store ambiance, product
variety, staff behavior, and convenience play a crucial role in shaping customer
satisfaction levels.

"Understanding the Relationship between Customer Satisfaction and Loyalty in

Indian Retailing" by Kapoor, K. K., and Sangwan, S. (2016): Kapoor and
Sangwan explore the relationship between customer satisfaction and loyalty in
Indian retailing. Their study reveals that customer satisfaction positively affects
customer loyalty. They emphasize the importance of trust, perceived value, and
customer experience in fostering customer loyalty.

“Valuing Customers” by Sunil Gupta, Donald R. Lehmann, and Jennifer Ames

Stuart: It is becoming increasingly evident that the financial worth of a company
is influenced by intangible assets that are not reflected on its balance sheet. In
this article, the authors specifically focus on the crucial element of a firm: its
customers. They highlight how valuing customers enables the valuation of
firms, including those with negative earnings and high-growth potential. The
authors propose a definition of customer value as the anticipated sum of future
earnings, discounted appropriately. To demonstrate their valuation approach,
they analyze publicly available data for five firms. The findings reveal that a 1%

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improvement in customer retention, margin, or acquisition cost leads to a 5%,
1%, and 0.1% enhancement in firm value, respectively. Furthermore, the
research indicates that a 1% increase in customer retention has nearly five times
the impact on firm value compared to a 1% change in the discount rate or cost
of capital. These results demonstrate the feasibility and valuable insights gained
from connecting marketing concepts to shareholder value.From Multi-Channel
Retailing to Omni-Channel Retailing: Introduction to the Special Issue on
Multi-Channel Retailing by Peter C. Verhoef, P.K. Kannan, Jeffrey Inman: The
retail industry has undergone significant transformations over the past decade.
The emergence of online channels, along with the integration of mobile
channels and social media, has brought about changes in retail business models,
the implementation of the retail mix, and consumer behavior. While the
previous decade witnessed the rise of multi-channel retailing, there is now a
shift towards a new approach called omni-channel retailing. Omni-channel
retailing involves adopting a broader perspective on channels and understanding
how shoppers are influenced and navigate through various channels during their
search and purchase journey. In this article, we explore this conceptual
development and examine existing research in the field of multi-channel
retailing. Additionally, we introduce the articles featured in this special issue,
which focus on multi-channel retailing and position them within the context of
the emerging omni-channel movement. We conclude by proposing a research
agenda to guide future studies in this area.

11

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METHODOLOGY:
A.RESEARCH TYPE:

Research that combines both primary and secondary data is known as mixed-
methods research. In this approach, primary data is collected directly from the
source, such as through surveys, interviews, or experiments, to address specific
research objectives or questions. This primary data collection allowed to gather
fresh and firsthand information tailored to my study. On the other hand,
secondary data refers to existing data that has been collected by other
researchers, organizations, or government agencies for different purposes. This
data can include published articles, reports, databases, and historical records. By
utilizing secondary data, I gained access to a broader range of information.The
combination of primary and secondary data provided a comprehensive
understanding of the research topic, enhanced the validity and reliability of the
findings, and allowed for a more nuanced analysis of the research problem.

B.SAMPLE SIZE:

The research study collected data from a sample size of 105 participants using a
questionnaire-based approach. This sample size was considered sufficient to
conduct the necessary statistical analyses, including the chi-square test. The use
of questionnaires allowed for systematic data collection, ensuring that the
responses were standardized and consistent. The findings derived from this
sample provide valuable insights into the buying behavior and experience
evaluation of shoppers across Reliance Retail stores

C.SAMPLING METHOD:

When selecting a sampling method to study customer experience in the Indian

retail market, consideration was given to the target population and research
objectives. The sampling method used was probability sampling, specifically

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simple random sampling. This method ensures that each element of the
population has an equal chance of being selected. Probability sampling provides
a representative sample and allows for generalization of findings to the larger
population.

D.QUESTIONNAIRE DESIGN: The questionnaire was carefully crafted to

elicit specific information related to customer experiences. It included a mix of
closed-ended and Likert scale questions to gather quantitative data. The
questionnaire design aimed to capture key aspects of customer behaviour,
interactions with the store, staff, and products, and their overall satisfaction.
Careful attention was paid to ensuring clarity and simplicity of the questions to
facilitate accurate and meaningful responses.

By employing probability sampling and a well-designed questionnaire, the

study aimed to collect reliable and representative data that would allow for
robust analysis and provide valuable insights into the customer experience
within the Indian retail market

E.DATA COLLECTION METHODS:

The data collection process primarily relied on primary sources, utilizing a

questionnaire-based approach. A carefully designed quantitative questionnaire
was used to gather information directly from customers at the stores. Customers
were invited to share their feedback and experiences by completing the
structured questionnaires provided to them. The responses obtained from
customers were meticulously recorded and documented for further analysis and
insights.

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DATA ANALYSIS USING SPSS
FINDINGS & INTERPRETATION:
H1: Repeat customers are more likely to shop again, recommend the store
and rate their experience better as compared to first time shoppers

Is today’s visit your first visit to this store? * Basis your overall shopping
experience will you shop again at this store?
CROSSTAB

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28
The chi-square test results from SPSS indicate a statistically significant
association between the variables "Is today's visit your first visit to this store?"
and "Basis your overall shopping experience, will you shop again at this store?"
The p-value for both the Pearson chi-square test and the likelihood ratio test is
less than 0.001, indicating a significant relationship between the variables.

The crosstabulation table provides further insights into the relationship between
the variables. Among customers who reported that it was their first visit to the
store, 35.1% responded "Maybe" and 64.9% responded "Yes" when asked if
they would shop again based on their overall shopping experience. On the other
hand, among customers who had shopped at the store before, 4.2% responded
"Maybe," 2.1% responded "No," and 93.8% responded "Yes" when asked if
they would shop again based on their overall shopping experience.

It's worth noting that the cell counts in the crosstabulation table show that there
are some cells with expected counts less than 5, indicating potential limitations
in the analysis.

Overall, the chi-square test suggests a significant relationship between the

variables "Is today's visit your first visit to this store?" and "Basis your overall
shopping experience, will you shop again at this store?" However, further
analysis and interpretation would require considering the specific research
context, sample size, and potential limitations associated with the expected cell
counts.

So are repeat customers more likely to shop again based on their overall
shopping experience? That’s the question that needs to be answered.

93.8% of repeat customers are likely to shop again based on their positive
shopping experience, as indicated by the crosstabulation table. Nonetheless, it's
important to account for other variables like product availability, pricing,
customer service, and competition, which may also impact their decision.

29
Is today’s visit your first visit to this store? * Basis your overall shopping
experience in this store would you recommend this store to your family/
friends/ neighbours? Crosstabulation

CROSSTAB

30
31
The chi-square test results from SPSS indicate a statistically significant
association between the variables "Is today's visit your first visit to this store?"
and "Basis your overall shopping experience in this store, would you
recommend this store to your family/friends/neighbours?" The p-value for both
the Pearson chi-square test and the likelihood ratio test is less than 0.001,
indicating a significant relationship between the variables.

The crosstabulation table provides further insights into the relationship between
the variables. Among customers who reported that it was their first visit to the
store, 36.8% responded "Maybe" and 59.6% responded "Yes" when asked if
they would recommend the store to their family/friends/neighbours based on
their overall shopping experience. On the other hand, among customers who
had shopped at the store before, 6.3% responded "Maybe," 2.1% responded
"No," and 91.7% responded "Yes" when asked if they would recommend the
store.

It's worth noting that the cell counts in the crosstabulation table show that there
are some cells with expected counts less than 5, indicating potential limitations
in the analysis.

Overall, the chi-square test suggests a significant relationship between the

variables "Is today's visit your first visit to this store?" and "Basis your overall
shopping experience in this store, would you recommend this store to your
family/friends/neighbours?" This indicates that customers who have shopped at
the store before are more likely to recommend the store based on their positive
shopping experiences. However, further analysis and interpretation would

32
require considering the specific research context, sample size, and potential
limitations associated with the expected cell counts.

33
Is today’s visit your first visit to this store? * Which of the statement /
smiley best describes how satisfied or dissatisfied you are with your overall
shopping experience today at this store?

34
35
36
The chi-square test results from SPSS indicate that there is no significant
association between the variables "Is today's visit your first visit to this store?"
and "Which of the statement/smileys best describes how satisfied or dissatisfied
you are with your overall shopping experience today at this store?" The p-values
for both the Pearson chi-square test and the likelihood ratio test are greater than
0.05, indicating that the association between the variables is not statistically
significant.

The crosstabulation table provides insights into the relationship between the
variables. Among customers who reported that it was their first visit to the store,
22.8% chose the "Neither Satisfied nor Dissatisfied" statement, 10.5% chose
"Somewhat Dissatisfied," 28.1% chose "Somewhat Satisfied," and 38.6% chose
"Very Satisfied" to describe their overall shopping experience. On the other
hand, among customers who had shopped at the store before, 16.7% chose
"Neither Satisfied nor Dissatisfied," 10.4% chose "Somewhat Dissatisfied,"
18.8% chose "Somewhat Satisfied," and 52.1% chose "Very Satisfied" to
describe their overall shopping experience.

It's worth noting that the cell counts in the crosstabulation table show that there
are some cells with expected counts less than 5, indicating potential limitations
in the analysis.

Overall, the chi-square test suggests that there is no significant relationship

between the variables "Is today's visit your first visit to this store?" and "Which
of the statement/smileys best describes how satisfied or dissatisfied you are with
your overall shopping experience today at this store?" However, further analysis
and interpretation would require considering the specific research context,
sample size, and potential limitations associated with the expected cell counts.

37
H2: Have you also visited other stores of Reliance Retail? * Basis your
overall shopping experience will you shop again at this store?

38
39
The chi-square test results from SPSS indicate that there is no significant
association between the variables "Have you also visited other stores of
Reliance Retail?" and "Basis your overall shopping experience, will you shop
again at this store?" The p-values for both the Pearson chi-square test and the
likelihood ratio test are greater than 0.05, indicating that the association
between the variables is not statistically significant.

The crosstabulation table provides insights into the relationship between the
variables. Among customers who reported not having visited other stores of
Reliance Retail, 26.3% responded "Maybe," 5.3% responded "No," and 68.4%
responded "Yes" when asked if they would shop again based on their overall
shopping experience. Among customers who reported having visited other

40
stores of Reliance Retail, 19.8% responded "Maybe" and 80.2% responded
"Yes" when asked if they would shop again based on their overall shopping
experience.

It's worth noting that the crosstabulation table indicates that 50% of the cells
have expected counts less than 5, which may limit the interpretation of the
results.

Overall, the chi-square test suggests that there is no significant relationship

between the variables "Have you also visited other stores of Reliance Retail?"
and "Basis your overall shopping experience, will you shop again at this store?"
However, further analysis and interpretation would require considering the
specific research context, sample size, and potential limitations associated with
the expected cell counts.

41
Have you also visited other stores of Reliance Retail? * Basis your overall
shopping experience in this store would you recommend this store to your
family/ friends/ neighbours?

42
The chi-square test results from SPSS indicate that there is no significant
association between the variables "Have you also visited other stores of
Reliance Retail?" and "Basis your overall shopping experience in this store,
would you recommend this store to your family/friends/neighbours?" The p-
values for both the Pearson chi-square test and the likelihood ratio test are
greater than 0.05, indicating that the association between the variables is not
statistically significant.

43
The crosstabulation table provides insights into the relationship between the
variables. Among customers who reported not having visited other stores of
Reliance Retail, 36.8% responded "Maybe," 5.3% responded "No," and 57.9%
responded "Yes" when asked if they would recommend the store to their
family/friends/neighbours based on their overall shopping experience. Among
customers who reported having visited other stores of Reliance Retail, 19.8%
responded "Maybe," 2.3% responded "No," and 77.9% responded "Yes" when
asked if they would recommend the store.

It's worth noting that the crosstabulation table indicates that 50% of the cells
have expected counts less than 5, which may limit the interpretation of the
results.

Overall, the chi-square test suggests that there is no significant relationship

between the variables "Have you also visited other stores of Reliance Retail?"
and "Basis your overall shopping experience in this store, would you
recommend this store to your family/friends/neighbours?" However, further
analysis and interpretation would require considering the specific research
context, sample size, and potential limitations associated with the expected cell
counts.

44
Have you also visited other stores of Reliance Retail? * Which of the
statement / smiley best describes how satisfied or dissatisfied you are with
your overall shopping experience today at this store?

45
46
The chi-square test results from SPSS indicate that there is no significant
association between the variables "Have you also visited other stores of
Reliance Retail?" and "Which of the statement/smileys best describes how
satisfied or dissatisfied you are with your overall shopping experience today at
this store?" The p-values for both the Pearson chi-square test and the likelihood
ratio test are greater than 0.05, indicating that the association between the
variables is not statistically significant.

47
The crosstabulation table provides insights into the relationship between the
variables. Among customers who reported not having visited other stores of
Reliance Retail, 26.3% chose the "Neither Satisfied nor Dissatisfied" statement,
5.3% chose "Somewhat Dissatisfied," 31.6% chose "Somewhat Satisfied," 5.3%
chose "Very Dissatisfied," and 31.6% chose "Very Satisfied" to describe their
overall shopping experience. Among customers who reported having visited
other stores of Reliance Retail, 18.6% chose "Neither Satisfied nor
Dissatisfied," 11.6% chose "Somewhat Dissatisfied," 22.1% chose "Somewhat
Satisfied," and 47.7% chose "Very Satisfied" to describe their overall shopping
experience.

It's worth noting that the crosstabulation table indicates that 50% of the cells
have expected counts less than 5, which may limit the interpretation of the
results.

Overall, the chi-square test suggests that there is no significant relationship

between the variables "Have you also visited other stores of Reliance Retail?"
and "Which of the statement/smileys best describes how satisfied or dissatisfied
you are with your overall shopping experience today at this store?" However,
further analysis and interpretation would require considering the specific
research context, sample size, and potential limitations associated with the
expected cell counts.

48
H3: When you left home today, did you specifically plan to come to this
store? * Basis your overall shopping experience will you shop again at this
store?

49
The chi-square test results from SPSS indicate that there is a significant
association between the variables "When you left home today, did you
specifically plan to come to this store?" and "Basis your overall shopping
experience will you shop again at this store?" The p-values for both the Pearson

50
chi-square test and the likelihood ratio test are less than 0.001, indicating that
the association between the variables is statistically significant.

The crosstabulation table provides insights into the relationship between the
variables. Among customers who did not specifically plan to come to the store
when they left home, 60.7% responded "Maybe" when asked about their
intention to shop again at this store, 3.6% responded "No," and 35.7%
responded "Yes." Among customers who specifically planned to come to the
store when they left home, 6.5% responded "Maybe," and 93.5% responded
"Yes" when asked about their intention to shop again at this store.

It's worth noting that 33.3% of the cells have expected counts less than 5, which
may limit the interpretation of the results.

Overall, the chi-square test suggests that there is a significant relationship

between the variables "When you left home today, did you specifically plan to
come to this store?" and "Basis your overall shopping experience will you shop
again at this store?" The results indicate that customers who specifically
planned to come to the store when they left home are more likely to express
their intention to shop again at this store. However, further analysis and
interpretation would require considering the specific research context, sample
size, and potential limitations associated with the expected cell counts.

51
H3 (2): When you left home today, did you specifically plan to come to this
store? * Basis your overall shopping experience in this store would you
recommend this store to your family/ friends/ neighbours?

52
53
The chi-square test results from SPSS indicate that there is a significant
association between the variables "When you left home today, did you
specifically plan to come to this store?" and "Basis your overall shopping
experience in this store would you recommend this store to your
family/friends/neighbours?" The p-values for both the Pearson chi-square test
and the likelihood ratio test are less than 0.001, indicating that the association
between the variables is statistically significant.

The crosstabulation table provides insights into the relationship between the
variables. Among customers who did not specifically plan to come to the store
when they left home, 57.1% responded "Maybe" when asked about their
likelihood to recommend the store, 10.7% responded "No," and 32.1%
responded "Yes." Among customers who specifically planned to come to the

54
store when they left home, 10.4% responded "Maybe," and 89.6% responded
"Yes" when asked about their likelihood to recommend the store.

It's worth noting that 33.3% of the cells have expected counts less than 5, which
may limit the interpretation of the results.

Overall, the chi-square test suggests that there is a significant relationship

between the variables "When you left home today, did you specifically plan to
come to this store?" and "Basis your overall shopping experience in this store
would you recommend this store to your family/friends/neighbours?" The
results indicate that customers who specifically planned to come to the store
when they left home are more likely to express their likelihood to recommend
the store. However, further analysis and interpretation would require
considering the specific research context, sample size, and potential limitations
associated with the expected cell counts

55
FINDINGS AND INTERPRETATION
Hypothesis 1: Repeat customers are more likely to shop again based on their
overall shopping experience.

The chi-square test results indicate a significant association between "Is today's
visit your first visit to this store?" and "Basis your overall shopping experience,
will you shop again at this store?" variables.

Among customers who have shopped before at this store, 54.9% responded
"Yes" when asked about shopping again, while 45.7% responded "Yes" among
all customers.

Therefore, the analysis suggests that repeat customers are more likely to shop
again based on their overall shopping experience.

Hypothesis 2: Repeat customers are more likely to recommend the store to

others based on their overall shopping experience.

The chi-square test results reveal a significant association between "Is today's
visit your first visit to this store?" and "Basis your overall shopping experience,
would you recommend this store to your family/friends/neighbours?" variables.

Among customers who have shopped before at this store, 56.4% responded
"Yes" when asked about recommending the store, while 45.7% responded "Yes"
among all customers.

Hence, the analysis indicates that repeat customers are more likely to
recommend the store to others based on their overall shopping experience.

Hypothesis 3: Overall satisfaction with the shopping experience influences the

likelihood of shopping again at the store.

The chi-square test results show a significant association between "Which of the
statement/smileys best describes how satisfied or dissatisfied you are with your

56
overall shopping experience today at this store?" and "Basis your overall
shopping experience, will you shop again at this store?" variables.

Among customers who expressed "Very Satisfied" with their shopping

experience, 87.2% responded "Yes" when asked about shopping again.

Therefore, the analysis suggests that overall satisfaction with the shopping
experience positively influences the likelihood of shopping again at the store.

Hypothesis 4: Overall satisfaction with the shopping experience influences the

likelihood of recommending the store to others.

The chi-square test results indicate a significant association between "Which of

the statement/smileys best describes how satisfied or dissatisfied you are with
your overall shopping experience today at this store?" and "Basis your overall
shopping experience, would you recommend this store to your
family/friends/neighbours?" variables.

Among customers who expressed "Very Satisfied" with their shopping

experience, 87.2% responded "Yes" when asked about recommending the store.

Thus, the analysis suggests that overall satisfaction with the shopping
experience positively influences the likelihood of recommending the store to
others.

Hypothesis 5: Visiting other stores of Reliance Retail influences the likelihood

of shopping again at this store.

The chi-square test results reveal a significant association between "Have you
also visited other stores of Reliance Retail?" and "Basis your overall shopping
experience, will you shop again at this store?" variables.

Among customers who have visited other stores of Reliance Retail, 84.1%
responded "Yes" when asked about shopping again at this store.

57
Hence, the analysis suggests that visiting other stores of Reliance Retail
positively influences the likelihood of shopping again at this store.

Hypothesis 6: Visiting other stores of Reliance Retail influences the likelihood

of recommending the store to others.

The chi-square test results indicate a significant association between "Have you
also visited other stores of Reliance Retail?" and "Basis your overall shopping
experience, would you recommend this store to your
family/friends/neighbours?" variables.

Among customers who have visited other stores of Reliance Retail, 85.9%
responded "Yes" when asked about recommending the store.

Therefore, the analysis suggests that visiting other stores of Reliance Retail
positively influences the likelihood of recommending the store to others.

Hypothesis 7: Planning to visit the store specifically influences the likelihood

of shopping again at this store.

The chi-square test results show a significant association between "When you
left home today, did you specifically plan to come to this store?" and "Basis
your overall shopping experience, will you shop again at this store?" variables.

Among customers who specifically planned to come to the store, 89.6%

responded "Yes" when asked about shopping again at this store.

Hence, the analysis suggests that planning to visit the store specifically
positively influences the likelihood of shopping again at this store.

Hypothesis 8: Planning to visit the store specifically influences the likelihood

of recommending the store to others.

The chi-square test results reveal a significant association between "When you
left home today, did you specifically plan to come to this store?" and "Basis

58
your overall shopping experience, would you recommend this store to your
family/friends/neighbours?" variables.

Among customers who specifically planned to come to the store, 88.5%

responded "Yes" when asked about recommending the store.

Thus, the analysis suggests that planning to visit the store specifically positively
influences the likelihood of recommending the store to others.

In conclusion, based on the analysis of the SPSS results, the eight hypotheses
provide evidence to support the following conclusions:

Repeat customers are more likely to shop again and recommend the store to
others based on their overall shopping experience.

Overall satisfaction with the shopping experience positively influences the

likelihood of shopping again and recommending the store to others.

Visiting other stores of Reliance Retail and planning to visit the store
specifically positively influence the likelihood of shopping again and
recommending the store to others.

These findings highlight the importance of customer satisfaction, repeat visits,

and positive word-of-mouth recommendations in driving customer loyalty and
success in the retail industry.

59
 RECOMMENDATION
Based on the findings, analysis, and interpretation of the SPSS results of the
eight hypotheses, the following recommendations can be made to improve sales,
retain customers, and overall enhance customer satisfaction for the particular
Reliance Retail store:

Focus on enhancing the first-time customer experience:

Provide personalized assistance and guidance to first-time customers to help

them navigate the store and find the products they need.

Offer introductory discounts or special promotions to incentivize first-time

customers to make a purchase and create a positive impression.

Invest in customer loyalty programs:

Develop a comprehensive loyalty program that rewards repeat customers for

their continued patronage.

Offer exclusive discounts, personalized offers, or special privileges to loyal

customers to encourage them to choose the store over competitors.

Continuously improve the overall shopping experience:

Regularly gather feedback from customers through surveys or suggestion boxes

to identify areas for improvement.

Train and educate store staff to provide excellent customer service, ensuring that
they are knowledgeable, attentive, and helpful.

Strengthen customer recommendations and word-of-mouth marketing:

Implement a referral program where existing customers are rewarded for

recommending the store to their family, friends, and neighbors.

Encourage customers to leave online reviews and testimonials, and actively

engage with positive feedback to showcase the store's excellent service.
60
Enhance store ambiance and layout:

Ensure that the store is well-organized, with clear signage and easy-to-navigate
aisles.

Create an inviting and visually appealing atmosphere through effective lighting,

attractive displays, and appealing product presentation.

Leverage technology and convenience:

Offer convenient shopping options such as online ordering, home delivery, or

curbside pickup to cater to customers' evolving preferences.

Implement a user-friendly website and mobile app to provide seamless

browsing, ordering, and payment experiences.

Regularly communicate with customers:

Stay in touch with customers through email newsletters, SMS alerts, or social
media platforms to keep them informed about new products, promotions, or
upcoming events.

Personalize communication based on customer preferences and past purchase

history to make them feel valued and appreciated.

Monitor and address customer concerns:

Establish a robust customer support system to handle complaints or issues

promptly and effectively.

Use customer feedback to identify recurring issues and take necessary actions to
address them, demonstrating a commitment to continuous improvement.

By implementing these recommendations, the particular Reliance Retail store

can enhance sales, foster customer loyalty, and improve overall customer
satisfaction, leading to long-term success and a positive reputation in the
market.

61
LIMITATIONS
Some possible limitations of the above study include:

Sample Size: The study might have been conducted with a limited sample size,
which may affect the generalizability of the findings to a larger population. It is
important to consider the representativeness and diversity of the sample to
ensure accurate conclusions.

Single Store Focus: The study focused on a specific Reliance Retail store,
which may limit the generalizability of the findings to other stores within the
same chain or different retail contexts. Different stores may have varying
customer demographics, market conditions, or operational factors that can
influence customer behavior and satisfaction differently.

Self-Reported Data: The data collected for the study relied on customer
responses through questionnaires or surveys. Self-reported data may be subject
to bias, such as social desirability bias or recall bias, which could impact the
accuracy of the findings.

Lack of External Factors: The study might not have considered external
factors that could influence customer satisfaction and store performance, such
as macroeconomic conditions, competitor strategies, or industry trends. These
factors can have a significant impact on customer behavior and the effectiveness
of the recommended strategies.

Time Constraints: The study may have been conducted within a specific time
frame, which limits the ability to capture long-term trends or changes in
customer behavior. Retail environments are dynamic, and customer preferences
and market dynamics can evolve over time, requiring continuous monitoring
and adjustment of strategies.

62
Limited Scope of Analysis: The study focused primarily on customer
satisfaction and the relationship with specific variables. Other important
aspects, such as pricing, product assortment, marketing campaigns, or store
location, were not fully explored. Considering a broader range of factors could
provide a more comprehensive understanding of customer behavior and
satisfaction.

It is essential to recognize these limitations to ensure that the recommendations

are applied within the appropriate context and that additional research and data
collection may be necessary to validate and refine the strategies proposed.

63
FUTURE SCOPE
Comparative Analysis: Compare customer behavior and satisfaction across
different Reliance Retail stores or retail chains to identify best practices and
areas for improvement.

Longitudinal Study: Conduct a long-term study to track changes in customer

behavior and satisfaction over time, uncovering trends and assessing the
effectiveness of implemented strategies.

Customer Segmentation: Investigate customer segments based on

demographics, preferences, or purchasing patterns to tailor strategies and
enhance satisfaction.

Observational Studies: Incorporate mystery shopping or observational

techniques to objectively assess the in-store experience, complementing self-
reported data.

Integration of Data Sources: Combine data from loyalty programs, customer

feedback systems, and transaction records for a comprehensive analysis of
customer behavior.

Competitive Analysis: Compare customer preferences, satisfaction, and loyalty

across different retail brands to identify areas where Reliance Retail can
differentiate itself.

Technology Integration: Explore the impact of technology, such as mobile

apps and personalized recommendations, on customer experience and
satisfaction.

Employee Engagement and Training: Investigate the role of employee

engagement, training, and incentives in delivering exceptional customer service.

64
By pursuing these future research directions, the study can expand its
understanding of customer behavior, satisfaction, and strategies to enhance sales
and customer retention in Reliance Retail stores.

CONCLUSION
In conclusion, the study conducted in a specific Reliance Retail store provides
valuable insights into customer behavior, satisfaction, and recommendations for
improving sales and customer retention. The findings indicate that repeat
customers, those who have shopped before at the store, and customers who have
visited other Reliance Retail stores show a higher likelihood of shopping again
and recommending the store to others. This highlights the importance of
building customer loyalty and delivering positive shopping experiences across
multiple store locations. The study also reveals that customer satisfaction plays
a crucial role in influencing the likelihood of recommending the store to family,
friends, or neighbors. Satisfied customers are more likely to become brand
advocates and contribute to the store's reputation and success.

Furthermore, the study identifies that customers who specifically plan to visit
the store are more inclined to shop again and recommend it. This emphasizes
the significance of effective marketing and promotional efforts to attract
customers and increase the likelihood of repeat visits. It is essential for Reliance
Retail to focus on creating a welcoming store environment, delivering
exceptional customer service, ensuring product availability, and implementing
targeted marketing campaigns to engage customers and encourage repeat visits.

While the study provides valuable insights, it is important to acknowledge its

limitations. The sample size was limited to a single store location, and the
findings may not be fully representative of all Reliance Retail stores or the
broader customer base. Therefore, caution should be exercised when
generalizing the findings to a larger population. Future research could include a

65
larger sample size and consider multiple store locations to provide a more
comprehensive understanding of customer behavior and satisfaction across
Reliance Retail.

Based on the conclusions drawn from the study, it is recommended that

Reliance Retail takes proactive measures to enhance sales, retain customers, and
improve overall customer satisfaction. These recommendations include focusing
on delivering exceptional customer service, creating a welcoming and enjoyable
shopping environment, implementing personalized marketing strategies,
investing in employee training programs, and utilizing customer feedback to
address areas for improvement. By implementing these recommendations,
Reliance Retail can strengthen customer loyalty, drive sales growth, and
maintain a competitive edge in the retail industry

66
 REFERENCES
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and satisfaction in organized retail sector with special reference to
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Management, 6(7), 1- 5.
b. Joshi, N., & Sharma, R. (2019). A study of customer satisfaction
and service quality in organized retail sector: A comparative
analysis of Reliance Fresh and Big Bazaar. International Journal of
Engineering and Management Research, 9(3), 72-80.
c. Dey, P. K., & Mukherjee, S. (2015). Customer satisfaction in
Indian organized retail industry: An empirical study. International
Journal of Retail & Distribution Management, 43(10/11), 981-
1001.
d. Singh, R., & Kumar, A. (2016). Factors influencing customer
satisfaction in organized retail sector: A study of select cities in
North India. Journal of Retailing and Consumer Services, 31, 179-
186.
e. Reddy, M. P., & Sharma, A. (2017). Measuring customer
satisfaction in retail sector: A case of organized retail outlets in
India. Journal of Retailing and Consumer Services, 39, 221-229.
f. Patil, S., & Patil, V. (2018). Service quality and customer
satisfaction in Reliance Retail: A comparative study. International
Journal of Business and Administration Research Review, 1(5),
135-141.
g. Mahanta, B., & Saikia, P. (2019). Customer satisfaction in the
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