Report on Project Report

“IMPACT OF PROMOTION STRATEGIES TOWARDS THE PRODUCTS”

By
TEJAS S
USN: 21DBCOM188

Submitted to
CMR UNIVERSITY, BENGALURU

CMR UNIVERSITY, BENGALURU

In partial fulfillment of the requirements for the award of the degree of

BACHELORS OF ECONOMICS AND COMMERCE
Under the guidance of

INTERNAL GUIDE EXTERNAL GUIDE

Name: Eijaz Khan Name: Alphi John

Designation: Professor Designation: Sales Manager
Organization: Reliance Fresh

Department of Economics and Commerce

CMR UNIVERSITY
BENGALURU- 560043
(AUGUST - 2023)
 DECLARATION

I, (TEJAS.S), hereby declare that the Project work Report with reference to
“Reliance Fresh Mart, Indiranagar” prepared by me under the guidance of
Prof .Eijaz Khan, Department of economics and commerce, CMR University,
Bengaluru and external assistance by Alphi John, Sales Manager, Reliance
Fresh Mart. I also declare that this Project work is towards the partial fulfillment
of the University Regulations for the award of degree of bachelors of commerce by
CMR University, Bengaluru. I have undergone a Project work for a period of six
weeks. I further declare that this Project is based on the original study undertaken
by me and has not been submitted for the award of any degree/diploma from any
other University / Institution.

Place: Bangalore TEJAS S

Date: 21DBCOM188

ACKNOWLEDGEMENTS
I wish to express my sincere thanks to our respected Programme coordinator, Dr.
Rajeena, and deep sense of gratitude to Prof Eijaz Khan Assistant Professor,
Department of Economics and Commerce, CMR University, Bengaluru for their kind
support and encouragement in completion of the Project.

I would like to thank the external guide, Alphi John, Sales Manager, Reliance
Fresh Mart, Indiranagar, for giving me the opportunity to do the Project at your
esteemed organization which helped me to learn various concepts. I also thank the
Internal guide Prof. Eijaz Khan, Department of Economics and Commerce, CMR
University, Bengaluru for the constant support throughout the Project.

Finally, I express my sincere thanks to my parents, friends and all the staff of
Department of Economics and Commerce, CMR University for their valuable
suggestions in completing this Project Report.

Place: Bengaluru TEJAS S

Date: 21DBCOM188

TABLE OF CONTENTS
CHAPTER TOPICS PAGE
NO NO
1. Introduction
1.1 Introduction
1.2 Company Profile
1.3 Promoters
1.4 Industry Profile
1.5 Mission, Vision, Quality Policy
1.6 Infrastructure Facility
1.7 Competitors
1.8 Future Growth and Prospects
1.9 Results and Winners
1.10 SWOT Analysis
1.11 Product Range in Reliance Fresh
1.12 Promotions in Reliance Fresh
1.13 Collection Centers
2. Review of Literature
2.1 Review of Literature
2.2 Need of the Study
2.3 Statement of the Problem
2.4 Objectives of the Study
3. Research Design
3.1 Research Design
3.2 Source of Data
3.3 Limitations of Study
3.4 Chapter Scheme
3.5 Research Details
3.6 Hypotheses
4. Profile of Respondents
4.1 Profile of Respondents
5. Findings, Conclusion and Suggestions
5.1 Findings
5.2 Suggestions
5.3 Conclusion
Bibliography
Annexures
Questionnaire

Executive Summary
As a component of the BCOM’S project, was conducted in the topic “A Study on Impact of
Promotion Strategies Towards Products of Reliance Fresh Mart Bangalore“

Retailing is the interface between the producer and the individual consumer buying
for personal consumption. This excludes direct interface between the manufacturer and
institutional buyers such as the government and other bulk customers. A retailer is one who
stocks the producer’s goods and is involved in the act of selling it to the individual consumer, at
a margin of profit. As such, retailing is the last link that connects the individual consumer with
the manufacturing and distribution chain. AT Kearney, the well-known international
management consultancy, recently identified India as the first most attractive retail destination
globally from among thirty emergent markets. It has made India the cause of a good deal of
excitement and the cynosure of many foreign and domestic eyes. The entry of foreign and Indian
retail giants like Walmart, Metro, Reliance, Birla, Tata etc. made Indian market more
competitive which is at cut throat level. So how retailers can reach to their end customers, to win
the mind share and increase the basket size of each shopping trip. India retail industry is the
largest industry in India, with an employment of around 8% and contributing to over 10% of the
country's GDP.

The growth of scope in the Indian retail market is mainly due to the change in the
consumer‘s behavior. For the new generation have preference towards luxury commodities
which have been due to the strong increase in income, changing lifestyle, and
demographic patterns which are favorable.

1.1 INTRODUCTION
Reliance fresh is the retail chain division of Reliance industries of India which is headed by
Mukesh Dhirubhai Ambani. Reliance has entered into this segment by opening new retail
stores into almost every metropolitan and regional area of India. Reliance plans to invest
Reliance Fresh than Rs 25000crores in the retail division.

The Reliance fresh supermarket chain is Reliance’s Rs 25000crore venture and it plans to add
Reliance Fresh stores across different and eventually have a pan-India footprint by year 2011.
The super marts will sell fresh fruits and vegetables, staples, groceries, fresh juice bars and dairy
products and also will sport a separate enclosure and supply-chain for non-vegetarian products.

Besides, employment to 5 lakh young Indians and indirect job opportunities to a million people,
according to the company. The company also has plans to train students and housewives in
customer care and quality services for part-time jobs. Reliance fresh uses segmentation to reach
customer in different geographic markets with its new store of community concept. Now number
of Reliance fresh have been designed to reflect the communities in which there located.

The retail Industry may include marketing and sales by mail, or direct use by the buyer or an
Individual wrapped product or stock quotes from abnormal areas, such as retail chains, stores or
booths. Retail also includes the debt management department, and transportation. The customers
or the buyers may be a person or organization. In operation, the “Retailers” purchase goods
from the producer or owner, either specifically or through wholesalers and provide value to the
end client in many projects. Retail outlets are frequently called shops or stores. Retail
advertisements make the retail sector an important outlet for customer marketing and sales. The
expression “Retailers” is likewise connected to one of the numerous benefits management
vendor necessities, such as an open tool, similar to the electric force.

Promotion is one of the four elements in the marketing mix. Many people strongly believe that
marketing begins as well as ends with promotion. The main object of promotion is to move
forward a product, service or idea in a channel of distribution. Simply, promotion is
communication between seller and buyer. It is telling, persuading and selling. It involves various
activities used to inform, persuade and remind the target market about a company, its products
and its activities. It motivates the people to buy whatever a company is selling.
According to Masson and Ruth, “promotion consists of those activities that are designed to
bring a company’s goods or services to the favorable attention of customers”.

Thus, promotion means communicating information between the seller and potential buyer and
others in the channel to influence attitudes and behavior.

1.2Company Profile

Said Mr. Dhirubhai H Ambani (1932-2002) founder of the Reliance Group is India's largest
private sector, there are business in the energy and materials value chain. Group annual turnover
of more than $ 44 billion. Flagship company, Faithfulness Industrial Co Ltd. Is a global Fortune
500 company, is China's largest private company in India

Backward vertical integration has been the cornerstone of Reliance evolution and development.
From the 20th century the late 1970s, Reliance Pursue vertical integration strategy in polyester,
fiber intermediates, plastics, petrochemicals, petroleum refining, oil and gas exploration and
production, materials and fully integrated along the energy value chain. Set of business groups
include oil and gas, petroleum refining and marketing, petrochemicals (polyester, fiber
intermediates, plastics and chemicals), textiles, and retail SEZ exploration and production.

Founder: DHIRUBHAIHAMBANI
Founder, and Chairman of Reliance, 1932 on 12 May 28 to July 6, 2002, Dhirubhai Ambani
founded Reliance as a textile company, and its leadership as a global materials and energy value
chain business development leader. He is considered to have brought the equity cult into India in
the late seventies. He is considered a symbol of Indian companies He represents the spirit of
"Dare to dream". The Reliance Group is an example of his indomitable will, single-minded
dedication and tireless commitment to his country.

Nature of business:

Reliance Retail Limited (RRL) in November 2006 through the convenience store format
"Reliance Fresh" lunched the first store Since then, RRL has been growing rapidly, at the end of
fiscal year 2007-08, in 13 states set up 590 stores open Reliance is India's retail sector reform
efforts. To achieve this goal, Reliance is actively launched pan-India retail outlets in multiple
formats. World-class shopping environment, the most advanced technology, seamless supply
chain infrastructure, a unique set of value-added services, especially the unparalleled customer
experience, what this initiative Yes. Reliance Retail plans did not parallel the size and spread,
making India proud. Indian farmers and manufacturers to ensure better return, and bring greater
value to Indian consumers in terms of quality and quantity, it is a part of Reliance Retail Limited.
By creating value at all levels, actively committed to contribute to the development of India.

1.3 Promoters:

Chairman and Managing Director

Executive director
Nikhil MESWANI

Shri HS KOHLI

Shri. PMS PRASAD

Shri RAMANIKLAL H AMBANI

Shri. YOGENTRA P TRIVEDI

Shri. DVKAPUR

Shri MP MODI

Shri ASHOK MISHRA

Shri. DIPAK C JAIN

Shri. REGHUNATHANANTMASHLEKAR

Retailing is the interface between the producer and the individual consumer buying for personal
consumption. This excludes direct interface between the manufacturer and institutional buyers
such as the government and other bulk customers. A retailer is one who stocks the producer’s
goods and is involved in the act of selling it to the individual consumer, at a margin of profit. As
such, retailing is the last link that connects the individual consumer with the manufacturing and
distribution chain. The retail industry in India is of late often being hailed as one of the sunrise
sectors in the economy. AT Kearney, the well-known international management consultancy,
recently identified India as the ‘first most attractive retail destination’ globally from among thirty
emergent markets. It has made India the cause of a good deal of excitement and the cynosure of
many foreign and domestic eyes.

Promotion is one of the four elements of marketing mix (product, price, promotion, and place). It
is the communication link between sellers and buyers for the purpose of influencing, informing,
or persuading a potential buyer’s purchasing decision.

1.4 INDUSTRY PROFILE

Retail Store:
Retail is the sale of something in general. Retail is the sale of goods and services from
individuals or businesses to the end-user. Retailers are part of an integrated system called the
supply chain. A retailer purchases goods or products in large quantities from manufacturers
directly or through a wholesale, and then sells smaller quantities to the consumer for a profit.
Retailing can be done in either fixed locations like stores or markets, door-to-door or by delivery.
Retailing includes subordinated services, such as delivery. The term “retailer” is also applied
where a service provider services the needs of a large number of individuals, such as for the
public. Shops may be on residential streets, streets with few or no houses or in a shopping mall.
Shopping streets may be for pedestrians only. Sometimes a shopping street has a partial or full
roof to protect customers from precipitation. Online retailing, a type of electronic commerce
used for business-to-consumer (B2C) transactions and mail order, are forms of non-shop
retailing.
Types of retail outlets:
A marketplace is a location where goods and services are exchanged. The traditional market
square is a city square where traders set up stalls and buyers browse the stores. This kind of
market is very old, and countless such markets are still in operation around the whole world. In
some parts of the world, the retail business is still dominated by small family-run stores, but this
market is increasingly being taken over by large retail chains.

Types by-products

 Retail is usually classified by type of products as follows:

 Food products-typically require cold storage facilities.
 Hard goods or durable goods (“hardline retailers”) – appliances, electronics, furniture,
sporting goods, etc. Goods that do not quickly wear out and provide utility over time.
 Soft goods or consumables clothing, apparel, and other fabrics. Goods that are consumed
after one use or have a limited period (typically under three years) in which y h you may
use them.

1.5 MISSION, VISION AND QUALITY POLICY:

Statement of mission:

 Become a trusted infrastructure cooperation and international partnerships partners, so as

our customers, suppliers, partners and stakeholders to create more,
  Another the important thing is to give financial reward our shareholders on a sustainable
basis.
 Millions of Indian farmers, especially farmers bring prosperity, offer the most attractive
returns for their efforts. Through their creative process to become a competent and
reliable partner to help them be more successful.

Vision statement:

 Through the creation of new jobs attractive, and have the power to create a
valuable labor force, thus becoming India's most respected and successful
organization of the retail company, released the Indian labor force.
 Through affordability, quality and choice of products and provide global
services to Indian consumers, significantly increasing the quality of life in
India.
 The preferred partner for creating prosperity for Indian farmers and other
goods and service products.

Quality policy

 Reliance is committed through the continuous improvement of its quality

management system to meet customer needs. Reliance leadership and
innovation efforts through the foresight to keep the organization's
excellence.

Area of Operation:
Reliance retail comes under 'Reliance industries limited. Its head office is located at Mumbai
Reliance retail is divided into reliance fresh, reliance mart, reliance footprint, reliance digital,
reliance timeout, reliance super, reliance jewels, reliance lifestyle and reliance wellness.

Reliance retail is divided into different zones (e.g.) Kerala, Tamilnadu, Karnataka, Andrapradesh
comes under south zone. Bangalore is the zonal head office for Kerala, tamilnadu, Karnataka
Andrapradesh having its own zonal head office.

1.6 INFRASTRUCTURE FACILITY:

In the Reliance Fresh there are various facilities provided to some of them are as fallows

 Work Station:
Reliance Fresh is providing work station to their employees like 5*5 sq. ft. apart from
this for each work station there is a individual computer with internet connection (LAN
connection).
 Pantry facility:
Employees enjoys pantry too in Reliance Fresh whereby they are provided various
beverages such as Coffee, Tea, Milk etc.
 Communication facility:
Each employees is given individual internet connection with some restricted site. All
employees also have telecom facility through which they can easily communication to
each other.
 Transportation facility:
Reliance Fresh provides transportation facility to some of its executives if needed.
Besides providing transportation facility they are also providing accommodation facility
too.
 Entertainment facility:
Employees can also enjoy in Reliance Fresh as there are some entertainment facility such
as table tennis, carom is provided to them so they can relax.

1.7 COMPETITOR:

 DMart:
 DMart is a one-stop supermarket chain that aims to offer customers a wide range of basic
home and personal do under one roof. Each DMart store stock home utility products-
including food, toiletries, beauty products, ments Kitchenware, bed and bath linen, home
appliances and more-available at competitive price hence considered to be one of the
Competitor for Reliance Fresh

 MORE:
More Retail Limited (Formerly Aditya Birla Retail Limited) is a leading food and
grocery retailer in India. The ventured into food and grocery retail in 2007 with the
acquisition of Trinethra Super Retail and buently expanded its presence across the
country under the brand "MORE". MORE is a pioneer in organized d and grocery retail
in India, being one of the earliest players with a significant store footprint across sever
MORE operates its stores under two formats - Supermarkets and Hypermart. As on 13th
August 2020, we rate 648 Supermarkets and 22 Hypermarts across Karnataka, Telangana,
Andhra Pradesh, Tamil Nadu, Kala NCR Punjab, West Bengal & Maharashtra

 NILGIRIS:
It sells products by its own brand name 'Nilgiris 1905'. These vegetables are cultivated
and harvested in hyginic ainment. According to customers shopping experience,
Vegetables from Nilgiris are provided with freshress and superior quality at reasonable
price. General retailer ideal cycle is buying vegetables from farmers and delivers te the
customers through stores and process distribution centre.

 Namdhari's Fresh:
Namdhari’s Fresh (a unit of Namdhari's Seeds) is a grocery store chain, started in 2000 in
the city of Bangalore. The chain was set up with the objective of filling the segment of
premium green grocers. The company offers ruits d vegetables for retail purchase. The
fruits and vegetables offered for sale (currently 40 varieties) are grown at the company's
own production centers.

 Big Bazar :
 Big Bazaar is an Indian retail chain of hypermarkets, discount department stores, and
grocery stores. The retail chain was founded by Kishore Biyani under his parent
organisation Future Group, which is known for having a snificant prominence in Indian
retail and fashion sectors. Big Bazaar is also the parent chain of Food Bazar Fashion at
Big Bazaar (abbreviated as fbb) and eZone where at locations it houses all under one
roof, while its ster chain of retail outlets like Brand Factory, Home Town, Central, eZone,
etc

1.8 FUTURE GROWTH AND PROSPECTS:

The company's flagship chain Reliance Fresh and staple food sales in the Reliance Select Nearly
30 months ago, Reliance Industries announced ambitious plan that invested 25,000crores
(250billion rupees) to expand its stores in the country to take advantage of the retail business of
the state-owned organization.

Initially, the company plans to set up in 2008 to open 2,000 stores by the year 2010 will be set to
open 5,000 stores, but the delivery was delayed industry, recession and falling demand, the had
to cut expansion plans.

Reliance Retail operators more than850 stores, including food and grocery, consumer durables,
health and beauty, jewelry, shoes and so on. The format such as clothing chain Reliance Trends,
Beauty & Health format Reliance Wellness, consumer durable chain Reliance Digital has
launched a private label or under a private label

The whole idea is based on the pricing of private label retailers to obtain sufficient quantities on
marginal costing retailers the opportunity to sell their own private brand Ji Lana stores.

But depending on their pricing strategy and marketing rights for the product, "OC & C Strategy
consultant’s director Naimish Dave said.

1.9 RESULTS AND WINNERS:

 Faithfulness Timeout: Retail Asia 2010 award for being the General Assembly In the
leisure class" Annual Retailers. "
 Faithfulness footprint: Retail General Assembly in Asia2010awards "Retailer of the
Year"
  "Annual retailers' expansion of its retail, store experience and customer feedback
parameters, "Grocery Retailer Year" award.

1.10 SWOT ANALYSIS

It is an acronym for internal corporate strengths and weaknesses, as well as
environmental opportunities and threats facing the business. This is a technology through
which managers can quickly understand the company's strategic situation. So Reliance
Fresh's SWOT analysis is follows
Strengths:
 Extensive products under the same roof help enrich customers and their families
to shop together and enjoy the experience.
 The benefits of entering the retail industry in advance.
 With various retail form in India around Diversified business operations.
 Due to the size of the business, the ability to obtain products from customers at a
discounted price.
 Very thin profit margin.
Weaknesses:
 Due to higher fixed costs, operating costs are higher.
 The turnover rate of employees is high.
 The Specific projects are not always available.
 Provide low rewards to sales executives
Opportunities:
 The rural market has great potential.
 As the understanding of customer preferences and preferences, you can enter the
production of a variety of products.
 Because there are many opportunities, you can expand your business in small
cities.
Threats:
 High taxes in India suppress consumption
 Foreign direct investment partly allowed now in India
1.11 PRODUCT RANGE IN RELIANCE FRESH:
The various products in Reliance Fresh are as follows:
 Vegetables and fruits
 House hold items
 Food and beverages (All premiere brand + private label)
 Groceries-only private label
 Dairy products
 Non-Veg Food items
 Ready to eat items

Most Popular Brands:

Below the most popular brands of Reliance Fresh have been mentioned

 Patanjali
 Best farms
 Good life
 Amul
 Kellogg's
 Britannia
 Tropicana
 Surf excel

1.12 PROMOTIONS IN RELIANCE FRESH

Reliance Fresh is offering promotions on various days of the week. During Saturdays and
Sundays, special promotions are offered for the products, most especially for fruits and
vegetables. A special promotion named “Full Paisa Vasool Sale” is conducted from August 15th
2020 to August 19th 2020, so that corporate customers can be pulled to the shop on week days
too. All these promotions are decided based on the past sales data. Generally, even on the other
days of the week, the price of the products in Reliance Fresh will be comparatively less. These
were the reasons why Reliance Fresh is preferred by most of the customers than other shops in
the city.
The following are the promotion tools used:
 Paper Ads
 Media (Social sites)
 SMS Plaza
 Radio

1.13 COLLECTION CENTRES

Reliance Fresh is having 47 stores all over the city. The supply of products like fruits and
vegetables for all these stores is from the following collection centers:
 Olakkur
 Oddanchatram
 Local farmers
 Koyambedu
 Karnataka
 Andhra
 New Zealand
 Washington
 Australia

2.1 REVIEW OF LITERATURE:

1) Ayer Ananth & Ye Jianming (2000) Focus on the logistics system in which inventory is
divided into three levels: customers, retail stores and warehouses. Retail customer base is
heterogeneous, different retention price and cost of ownership of their products. The
manufacturer is responsible for maintaining the inventory level of the warehouse. The
manufacturer uses all available information to generate an inventory strategy that maximizes
the expected profit based on service level requirements. The authors note that. if the pin
promote sales impact of reduced predictability, retailers eliminate retail sales might be the
best; Customer inventories increased tendency to increase the profits of retailers,
manufacturers reduced profits; Retail promotional information sharing may be lower than the
 profit from retail sales did not become more profitable sales, not the manufacturer is not
promotional.

2) Gibson Virginia with Barkham Li Chad. It was found that the retail sector differed in the
degree of vertical integration of the organization and the diversity of their characteristics in
the retail model, which in turn led to different real estate portfolios. However, no matter how
this diversity, the most important strategy to support core activities are focused on. This
study provides a snapshot of current practice. However, it reveals the need to better
understand the diversity of practice.

3) Nirma Sharma (2002) Stressed in the article "Cultivate new flavors," She entitled the interest
in food retailing continues to growth. As of now, there are three major food retail industry
chain stores that world food supermarket chains and discount stores, margin and market
Subhiksha. These are quite mature and have grown to considerable scale in the markets in
which they operate E.g. According to reports In Chennai, Food World and Subhiksha City
market share of more than20%,.In Kerala, guarantee free gold market has a similar share.

4) Wong and Sohal (2003) Compared with the relationship between retail chains and located in
the city of a country's quality of service and customer loyalty ratio. The results shows that
service quality is positively related to customer loyalty, and the most important predictor of
customer loyalty in urban retail areas is Empathy, while the national retail area customer
loyalty is the most important predictor of tangible.

5) Stobart Jon and Hann Andrew (2004), Explore the retail revolution in the eighteenth century
by evidence from the north of England Lancey. They believed that pre-modern store is Super
professional, Or the kind provided few options. In the early XVIII century. Liverpool,
England, is considered the epitome of London. It has many new streets and plazas, and more
and more cultural infrastructure and wealthy companies are willing and able to carry out
extensive improvement programs. As a first step for the system analysis of the region, tax
 records and demographic data have been used to define the late eighteenth century the city
and the region's retail hierarchy, and earlier interpretation emphasizes the distortion changes.
More than half of retail stores and at department store nineteenth century.

6) Vishal P. Singh, Karsten T. Hansen and Robert C.Blattberg (2004) Mastudied the case of the
Super Walenter the local market. They use a unique database from regular shopper's
supermarkets, Wal-Mart study into the home buying Influence behavior. The database
records the purchases of more than 10,000 households. He surveyed the most likely to be
transferred to Wal-Mart to buy the consumer's shopping features. The results showed that,
after Wal-Mart entered, the existing store monthly revenue losses by 17percent to 250,000.
They found that most of the loss was due to a decrease in the number of stores visited impact
on the basket size is much smaller.

7) Jones Peter and Hillier David (2005) Provides descriptive comments on Internet activities for
some large enterprise retailers. Firstly, Introduction of anti-corporate protest brief history,
and a brief overview of the large companies in a dominant position in the retail industry. The
survey results show that in some cases, Internet activities are targeted It is the corporate
retailer Policy and Behavior While in other In case. A particular retailer being special
attention.
8) Sharif Mayon (2006) He pointed out that the retail industry is one of the largest in the
industry, recognized worldwide. I have every day Can see the nuances Retail industry into
customers. Consumer fashion preferences also change with lifestyle changes. Therefore,
organized retailers have enough space to put forward a new fashion. But people have noticed,
well-known brands still do not have enough flexibility to develop new fashion. In addition,
the organization of retailers also put forward its own brand, because they help tap new trend,
so there are several benefits: The profit margin of these private brands is also high. In the
long run, private brands enhance the brand equity of existing retailers. This article
emphasizes lifestyle store preferences include general merchandise stores antediluvian of
 Organized by well-known brand retailers promote its own brand, as well as the customer's
attitude towards its own brand.

9) Anu Singh Lather and Tripat Kaur (2006) The effects of the selected property of the sponsor
store shopping. The research is focused on organized retail, including shopping malls that
have entered India in large numbers. They decided to light a particular store is generally
considered important to begin a series of attributes from shoppers. The retailer then uses
these attributes to determine which stores or stores can meet their specific needs for different
promotional tools for different age groups.

10) Vijay Durga Prasad (2007) It was entitled: study "Indian organized retail industry with
particular reference to the spread of Vijayawada city". He pointed out that retail
organizations play avital role in attracting and meeting target customers. Diversity of society
and the changing nature of the store to force retailers to change their form, as customer
provide A complete shopping experience. This is mainly due to Kirana store Established
current retail system, the system Continue to meet all the buyer's requirements, although
there is no shopping convenience provided by the retail chain. Retail organization is
spreading, and the country felt its presence.

11) Allada Kalhan (2007) Byselecting82 small retail stores in the range of about one kilometer
radius of a large shopping mall in Mumbai and 30samples of small traders, the effects of
shopping centers and small shops of small traders Ofwhich30small shops Located near the
shopping center Lower Parel Near the new shopping center 10 is located in Bombay, and the
remaining 42 located Bhand up-Mulund area Near the two shopping centers. They operate
according to the time of the selection Four shopping centers, one of which is located in the
Lower Parel And Bombay Central, the other two are located Mulund. Conduct a
questionnaire survey of the owner or operator without the owner. The study reveals factors
that contribute to competitive disadvantages such as cost price, operating costs, taxes, and
selling prices. Almost all factors are not advertised. however, E.g.: Paley Seoul Store
 Affected by human and capital shortages due to the narrow and deteriorating working capital
base. Parel Been particularly seriously affected, since high- value customers such as the loss
of factory workers. As factories have closed down, shops and dining establishments have lost
customers.

12) Sharif Memon (2007), That the recent trend in the retail industry is steadily rising, as an
organized sector, various large companies try their harassment In this section, so as to extend
to retail. The department seems to occupy a major position in the country's economy in the
future. Retail is the product value chain in the final movement, classified as a service
significantly.

13) MOLI P. Koshy and Suresh (2007) He pointed out that retail is a major source of consumer
purchase. About 80% Person customer Buying goods from retailers, and20%CustomerBuy
wholesalers and manufacturers. Kerala's retail textiles used to be a company that made huge
profits with less investment Retailers currently the main problem faced by the financial crisis,
lack of investment, profitability and competitiveness. Due to finance Crisis, when retailers
put more money cannot buy cheaper good said the client

14) Amatul Baseer with Laxmi Prabha (2007). Over the past 10years illustrates the problems and
prospects of the Indian retail industry. They said that India is now the world's ninth largest
retail market. Dehradun, Vijayawada, Lucknow and Nasik and other small towns Will soon
rank for India. With the domestic retail organization and the emergence of growing
convenience retail has become a key business, because they have extensive retail business,
the existing customer base and strategic location.

15) Expectation
 Howard and Sheth (1969) define satisfaction as "the cognitive state in which the
buyer receives sufficient or insufficient reward for his or her sacrifice" (p. 145).
  According to Westbrook and Reilly (1983), customer satisfaction is "Right
experience in the particular case provided of Emotional reaction

16) Purchased products or services, retail stores, and even Behavior of friction mode, such as
shopping and buyers Behavior and the overall market" (p.256).

17) Oliver (1981) proposed a definition that "when unacknowledged demotions and expectations
Consumer to consumer experience of previous experience When combined to produce “The
overall state of mind" (p. 27).

18) Hunt (1977) proposed definition is "Assessment (consumer) experience at least as good as
expected" (p.459).

2.2 NEED OF THE STUDY

The need for the study is mainly to take a glance and find out the existing market opportunities in
today's highly competitive consumer market for groceries and vegetables. Along with market
opportunities this project also includes the study of promotion strategies followed by Reliance
Fresh Mart in Bangalore city to improve their sales.

2.3 STATEMENT OF THE PROBLEM

To study and have a glance over how the reliance fresh is successful in serving their customers
satisfactorily in this modern competitive FMCG retail market to analyze the overall companies
performance in comparison to other competitors and loop falls in attracting and influencing final
consumers towards the purchase of fresh products through advertisement, CRM policies, and
customer retention strategies.
2.4 OBJECTIVES OF THE STUDY

 To know the various promotional strategies of Reliance Fresh Mart.

 To find out the potential customer reaction to the product promotion strategies.
 To ascertain promotional tools influencing purchase decisions of customers.
 To understand the significance of various related attributes which influence customers.
 To suggest the measures to improve overall sales of Reliance Fresh Mart.

3.1 RESEARCH DESIGN

Research is systematic and logical study of an issue or a problem to arrive at acute results.
Research includes the job of collecting, recording and analyzing relevant data to arrive at
decisions. The present study is systematic, objectives and exhaustive search for study of the facts
relevant to a problem in the field of marketing.

The search for the facts may be through either:

 Unscientific method: This method consists of imaginative blind beliefs or impressions

rather than facts.
 Scientific method: It is a systematic method to seek facts, it is objective, peruses and
arrives at conclusion based on certain evidences, results. Hence, the result of the facts
should be made by scientific method to arrive at accurate, the present study is selected to
analyze customer's preference towards Reliance Fresh Mart Products.

3.2 SOURCES OF DATA

This section explains how the data is collected i.e. either primary or secondary. It explains what
method is used collect data, which instrument is used for collection and what is the sample plan.

1) Primary data:

Based on the objectives of the study, research approach, questionnaire development and
sampling has been designed.
  Questionnaire development: A questionnaire is used to collect data. It is developed
after through discussion with the organization and in keeping view of the research.
 Sampling plan: Since the research is for sales production techniques, the customers
and retailers were contacted while gathering the information.
 Sample size: It is limited to 100 consumers.
 Sampling procedure: The study required probability method since the sample was
chosen at random. Hence, the study was dealt with simple random tool.
2) Secondary data:

Secondary data are collected from numerous sources, every year the quantity of source material
expands at a tremendous rate. A tedious and time consuming library research gives the desired
information. The secondary data is collected from:

 Sales records
 General library research sources
 Newspapers, magazine

3.3 LIMITATIONS OF STUDY

o The sample size of the customer has been restricted to 100.

o The study concentrates on the customer behavior.
o The study is time bound and may not be applicable with the passage of time. As the
sample size was small the findings may or may not be appropriate as no sample can
represent whole population.
o The present study has done only in the Bangalore city.

3.4 CHAPTER SCHEME

Chapter 1: Introduction, Company profile, Nature of Business, Promoters, Objectives of

Promotion, Promotion Mix, Sales Promotion Strategy, Product Range, Collection centers,
Promotions in Reliance Fresh, Industry Profile, Retail Stores, Retail Outlets, Customer Service,
Store Location, Principles of Good Store Location.
Chapter 2: Review of Literature, Need of the Study, Statement of the Problem, Objectives of the
Study.

Chapter 3: Research Design, Sources of Data, Limitations of Study, Chapter Scheme, Research
Approach, Instruments, Type of Research, Sample Technique, Sample Size, Data Collection
Method, Hypothesis Testing.

Chapter 4: Analysis and Interpretation Analysis and interpretation of the data- collected with
relevant tables and graphs. Results obtained by the using statistical tools must be included.

Chapter 5; Findings, Conclusion and Suggestions, Summary of findings, Conclusion and

Suggestions/Recommendations, Bibliography

3.5 Research Details

a) The research instrument: Questionnaire

b) The respondents: Customers
c) Type of Research: In this project, descriptive research is used
d) Sample Technique: Simple Random Sampling
e) Sample size: 100 Respondents
f) Data collection method: a. Primary data b. Secondary data

3.6 HYPOTHESES

A research hypothesis is a specific, clear, and testable proposition or predictive statement about
the possible outcome of a scientific research study based on a particular property of
a population, such as presumed differences between groups on a particular variable or
relationships between variables. Specifying the research hypotheses is one of the most important
steps in planning a scientific quantitative research study. A quantitative researcher usually states
and a prior expectation about the results of the study in one or more research hypotheses before
conducting the study, because the design of the research study and
the planned research design often is determined by the stated hypotheses. Thus, one of the
advantages of stating a research hypothesis is that it requires the researcher to fully think through
what the research question implies, what measurements and variables are involved in what
statistical methods should be used to analyze the data.

Testing of Hypothesis:

Sales
H0 (Average sales of weekdays = Average sales of weekend)
H1 (Average sales of weekdays ≠ Average sales of weekends)
H0: There is a significance difference between expectation and satisfaction level of sales
H1: There is no significance difference between expectation and satisfaction level of sales
At 5% level of significance H0 is accepted

Customers
Weekdays Average = 380.10
Weekends Average = 482.8
H0 (Average sales of weekdays = Average sales of weekend)
4.1 PROFILE OF THE RESPONDENTS

TABLE-4.1.1 GENDER OF THE RESPONDENTS.

RESPONSE NO OF RESPONDENTS PERCENTAGE

Male 35 35%
Female 65 65%
TOTAL 100 100%

GRAPH-4.1.1 GENDER OF THE RESPONDENTS.

35%

Male
Female
65%

ANALYSIS:

The above graph interprets that 88% of respondents are female and 12% of respondents are male.
The majority of the genders of respondents is female that is 88%.

INTERPRETATION:
TABLE-4.1.2 SHOWING THE AGEWISE CLASSIFICATIONOF RESPONDENTS.

RESPONSE NO OF RESPONDENTS PERCENTAGE

Up-To 25 Years 28 28%
26-35 Years 31 31%
36-45 Years 24 24%
46 Years & Above 17 17%
TOTAL 100 100%

GRAPH-4.1.2 SHOWING THE AGEWISE CLASSIFICATIONOF RESPONDENTS.

35
31
30 28
25 24

20 17
15

10

0
Up-to 25 Years 26-35 Years 36-45 Years 46 Years &
Above

ANALYSIS:

Out of 100 respondents, 28% of peoples up to 25 years above, 31% of peoples up to 26 to 35

years above, 24% of peoples up to 36 to 45 years above, 17% of peoples up to 46 & above age
responding the reliance fresh.

The majority of the age group of respondents is 26 to 35 years that is 31%

TABLE-4.1.3 MARTIAL STATUS OF THE RESPONDENTS.

RESPONSE NO OF RESPONDENTS PERCENTAGE

Single 19 19%
Married 81 81%
TOTAL 100 100%

GRAPH-4.1.3 MARTIAL STATUS OF THE RESPONDENTS.

19%

Single
Married

81%

ANALYSIS:

Out of 100 respondents the marital status of the 100 respondents were 19 respondents were
single that is 19% and 81 respondents were married that is 81%.

The majority of the respondents were married that is 81%.

TABLE-4.1.4 QUALIFICATION OF THE RESPONDENTS.

RESPONSE NO OF RESPONDENTS PERCENTAGE

Illiterate 19 19%
7th – 10th 29 29%
PUC 20 20%
Graduate & Above 32 32%
TOTAL 100 100%

GRAPH-4.1.4 QUALIFICATION OF THE RESPONDENTS.

19%
32%

Illiterate
7th - 10th
PUC
Graduate & Above
29%
20%

ANALYSIS:

From the above table it is interpreted that respondents are 19 illiterate respondents that is 19%,
29 respondents are 7th to 10th that is 29%, 20 respondents are PUC qualification that is 20%, 32
respondents are graduated that is 32%.

Majority of respondents are graduated that is 32%.

TABLE-4.1.5 THE MONTHLY INCOME

 RESPONSE NO OF RESPONDENTS PERCENTAGE
Un Employed 24 24%
Below 10000 11 11%
10000 To 20000 27 27%
20000 To 40000 19 19%
40000 & Above 19 19%
TOTAL 100 100%

GRAPH-4.1.5 THE MONTHLY INCOME

19% 24%

Un Employed
Below 10000
19% 10000 To 20000
11% 20000 To 40000
40000 & Above
27%

ANALYSIS:

From the above table it is interpreted that respondents are 24 unemployed respondents that is
24%, 11 respondents are below 10000 that is 11%, 27 respondents are 10001 to 20000 that is
27%, 19 respondents are 20001 to 30000 that is 19%, 19 respondents are 40000 above that is
19%

Majority of respondents are unemployed and 10000 to 20000 monthly income that is 27%

TABLE-4.1.6 THE OCCUPATION OF RESPONDENTS.

 RESPONSE NO OF RESPONDENTS PERCENTAGE
Business Man 26 26%
Student 19 19%
Private Employee 19 19%
Govt. Employee 26 26%
Un Employed 10 10%
TOTAL 100 100%

GRAPH-4.1.6 THE OCCUPATION OF RESPONDENTS.

10%
26%

26% Business Man

Student
Private Employee
Govt. Employee
19% 19% Un Employed

ANALYSIS:

From the above table it is interpreted that respondents are 26 business man respondents that is
26%, 19 respondents are student that is 19%, 19 respondents are private employee that is 19%,
26 respondents are govt. employee that is 26%. 10 respondents are un employee that is 10%.

Majority of respondents are business man and govt. employee are the occupation that is 26%.

TABLE-4.1.7 THE ATTRIBUTES CONSIDERED WHILE BUYING A PRODUCT.

RESPONSE NO OF RESPONDENTS PERCENTAGE

 Price 26 26%
Brand 26 26%
Availability 9 9%
Quality 31 31%
Offer And Discounts 8 8%
TOTAL 100 100%

GRAPH-4.1.7 THE ATTRIBUTES CONSIDERED WHILE BUYING A PRODUCT.

8% 26%
Price
31%
Brand
Availability
Quality
26% Offer And Discounts
9%

ANALYSIS:

From the above table it is interpreted that respondents are 26 price respondents that is 26%, 26
respondents are brand is 26%, 9 respondents are availability that is 9%, 31 respondents are
quality that is 31%, 8 respondents are offers and discounts that is 8%.

Majority of respondents are quality that is 31%.

TABLE-4.1.8 DO YOU VISIT RELIANCE FRESH

 RESPONSE NO OF RESPONDENTS PERCENTAGE
Twice in a week 31 31%
Once in a week 24 24%
During Special Offers 19 19%
Whenever the need arises 26 26%
TOTAL 100 100%

GRAPH-4.1.8 DO YOU VISIT RELIANCE FRESH

26% 31%

Twice in a week
Once in a week
During Special Offers
Whenever the need
arises
19% 24%

ANALYSIS:

From the above table it is interpreted that respondents are 31 twice in a week respondents that is

31%, 24 respondents are once in a week is 24%, 19 respondents are during special offers that is

19%, 26 respondents are whenever the need arises that is 26%.

Majority of respondents are twice in a week that is 31%.

TABLE-4.1.9 IS RELIANCE FRESH STORE EASILY ACCESSIBLE TO YOU.

 RESPONSE NO OF RESPONDENTS PERCENTAGE
Yes 11 11%
No 89 89%
TOTAL 100 100%

GRAPH-4.1.9 IS RELIANCE FRESH STORE IS EASILY ACCESSIBLE TO YOU.

90
80
70
60
50
40
30
20
10
0
Yes No

ANALYSIS:

From the above table it is interpreted that 11% respondents gave yes and 89% of respondent gave
no. Majority of respondents are No that is 89%.

TABLE-4.2.1 RELIANCE FRESH OFFER TO ATTRACT CUSTOMER.

 RESPONSE NO OF RESPONDENTS PERCENTAGE
Free Gift 19 19%
Coupons 19 19%
Cash Back 31 31%
Discounts 31 31%
TOTAL 100 100%

GRAPH-4.2.1 RELIANCE FRESH OFFER TO ATTRACT CUSTOMER.

19%
31%

Free Gift
Coupons
19% Cash Back
Discounts
31%

ANALYSIS:

From the above table it is interpreted that respondents are 19 respondents are free gift that is
19%, 19 respondents are coupons is 19%, 31 respondents are cash back that is 31%, 31
respondents are discount that is 31%.

Majority of respondents are cash back and discount that is 31%.

TABLE-4.2.2 THIS CATEGORIES USUALLY HAS GOOD PORTION DISCOUNT.

 RESPONSE NO OF RESPONDENTS PERCENTAGE
Grocery 31 31%
Food Items 9 9%
Package Products 36 36%
Gift Items 24 24%
TOTAL 100 100%

GRAPH-4.2.2 THIS CATEGORIES USUALLY HAS GOOD PORTION DISCOUNT.

24% 31%

Grocery
Food Items
Package Products
Gift Items
36% 9%

ANALYSIS:

From the above table it is interpreted that respondents are 31 respondents are grocery that is
31%, 9 respondents are food item that is 9%, 36 respondents are package products that is 36%,
24 respondents are gift items that is 24%.

Majority of respondents are package products that is 36%.

TABLE-4.2.3 HOW DO YOU GET TO KNOW ABOUT RELIANCE FRESH

PROMOTIONAL SCHEMES.
 RESPONSE NO OF RESPONDENTS PERCENTAGE
Newspapers 31 31%
Internet 26 26%
Radio 27 27%
TV 16 16%
TOTAL 100 100%

GRAPH-4.2.3 HOW DO YOU GET TO KNOW ABOUT RELIANCE FRESH

PROMOTIONAL SCHEMES.

16%
31%

Newspapers
Internet
Radio
27%
TV
26%

ANALYSIS:

From the above table it is interpreted that respondents are 31 respondents are newspapers that is
31%, 26 respondents are internet that is 26%, 27 respondents are radio that is 27%, 16
respondents are TV that is 16%.

Majority of respondents are Newspapers that is 31%.

TABLE-4.2.4 WHICH SCHEMES DO YOU LIKE THE MOST.

RESPONSE NO OF RESPONDENTS PERCENTAGE

 Gift Voucher 16 16%
Loyalty Program 29 29%
Discounts 29 29%
Sales 26 26%
TOTAL 100 100%

GRAPH-4.2.4 WHICH SCHEMES DO YOU LIKE THE MOST.

26% 16%

Gift Voucher
Loyalty Program
Discounts
29% Sales
29%

ANALYSIS:

From the above table it is interpreted that respondents are 16 respondents are gift voucher that is
16%, 29 respondents are loyalty program that is 29%, 29 respondents are discount that is 29%,
26 respondents are sale that is 26%.

Majority of respondents are discounts and sale that is 29%.

TABLE-4.2.5 DO YOU THINK ABOUT GIFT VOUCHER REDEMPTION PROCESS.

RESPONSE NO OF RESPONDENTS PERCENTAGE

 Complicated 26 26%
Easy 74 74%
TOTAL 100 100%

GRAPH-4.2.5 DO YOU THINK ABOUT GIFT VOUCHER REDEMPTION PROCESS.

80
70
60
50
40
30
20
10
0
Complicated Easy

ANALYSIS:

From the above table it is interpreted that respondents are 26 respondents are complicated that is
26%, 74 respondents are easy that is 74%

Majority of respondents are easy that is 74%.

TABLE-4.2.6 RATE THE FOLLOWING

 Neither
Very Satisfied nor Very
Parameters Satisfied Satisfied Dissatisfied Dissatisfied Dissatisfied
(1) (2) (3) (4) (5)
Gift Voucher 29 41 14 11 5
Loyalty
Program 21 29 33 6 11
Discount 39 46 9 5 1
Sales 26 34 28 12 0

GRAPH-4.2.6 RATE THE FOLLOWING

Sales
3 Discount
Loyalty Program
Gift Voucher
2

0 5 10 15 20 25 30 35 40 45 50

ANALYSIS:

From the above table it is interpreted that respondents are 40 respondents are satisfied for gift
voucher that is high 40% and low is 5% very dissatisfied, 35 respondents are neither satisfied nor
dissatisfied for loyalty program that is high 35% and low is 5% dissatisfied, 45 respondents are
satisfied for discount that is high is 45% and low is 2% very dissatisfied, 35 respondents are sale
for satisfied that is high 35% and low is 0% very dissatisfied.

TABLE-4.2.7 WHICH KIND OF VOUCHERS YOU LIKE THE MOST.

 RESPONSE NO OF RESPONDENTS PERCENTAGE
Cash Voucher 89 89%
Gift Voucher 11 11%
TOTAL 100 100%

GRAPH-4.2.7 WHICH KIND OF VOUCHERS YOU LIKE THE MOST.

90
80
70
60
50
40
30
20
10
0
Cash Voucher Gift Voucher

ANALYSIS:

From the above table it is interpreted that respondents are 89 respondents are cash voucher that is
89%, 11 respondents are gift vouchers that is 11%.

Majority of respondents are cash vouchers that is 89%.

TABLE-4.2.8 DO YOU LIKE THE SALES PROMOTION ACTIVITIES OF RELIANCE

FRESH MADE YOU VISIT THE STORE AGAIN.
 RESPONSE NO OF RESPONDENTS PERCENTAGE
Yes 62 62%
No 38 38%
TOTAL 100 100%

GRAPH-4.2.8 DO YOU LIKE THE SALES PROMOTION ACTIVITIES OF RELIANCE

FRESH MADE YOU VISIT THE STORE AGAIN.

38%

Yes
No
62%

ANALYSIS:

From the above table it is interpreted that 62% respondents gave yes and 38% of respondents
gave no. Majority of respondents are Yes that is 62%.

TABLE-4.2.9 IS THE PRICING CLEARLY WRITTEN ON THE SHELF.

RESPONSE NO OF RESPONDENTS PERCENTAGE

 Yes 44 44%
No 56 56%
TOTAL 100 100%

GRAPH-4.2.9 IS THE PRICING CLEARLY WRITTEN ON THE SHELF.

60
50
40
30
20
10
0
Yes No

ANALYSIS:

From the above table it is interpreted that 45% respondents gave yes and 55% of respondents

Majority of respondents are No that is 55%.

TABLE-4.3.1 IT IS THE COMPARISION BETWEEN STORE BRANDS AND OTHER

FOOD BRANDS IN RELIANCE FRESH.

RESPONSE NO OF RESPONDENTS PERCENTAGE

 Costly 16 16%
Very Costly 24 24%
Affordable 19 19%
Comparative 31 31%
Low Price 10 10%
TOTAL 100 100%

GRAPH-4.3.1 IT IS THE COMPARISION BETWEEN STORE BRANDS AND OTHER

FOOD BRANDS IN RELIANCE FRESH.

10% 16%

Costly
31% Very Costly
24% Affordable
Comparative
Low Price
19%

ANALYSIS:

From the above table it is interpreted that respondents are 16 respondents are costly that are 16%,
24 respondents are very costly that is 24%, 19 respondents are affordable that is 19%, 31
respondents are comparative that is 31%, 10 respondents are low price that is 10%.

Majority of respondents are comparative that is 31

TABLE-4.3.2 THE PRODUCT AVAILABILITY OF RELIANCE FRESH.

RESPONSE NO OF RESPONDENTS PERCENTAGE

Good 41 41%
 Excellent 28 28%
Need Improvement 31 31%
TOTAL 100 100%

GRAPH-4.3.2 THE PRODUCT AVAILABILITY OF RELIANCE FRESH.

31%
41%

Good
Excellent
Need Improvement

28%

ANALYSIS:

From the above table it is interpreted that respondents are 41 respondents are good that is 41%,
28 respondents are excellent that is 28%, 31 respondents are need improvement that is 31%.
Majority of respondents are good that is 41%.

5.1 FINDINGS
Study reveals the following important findings.
 The most majority of the age group of respondents is 26 to 35 years that is 31%.

 The majority of the age group of respondents is 26 to 35 years that is 31%.

 The majority of the respondents were married that is 81%.

 Majority of the respondents Education level is graduated.

 Majority of the respondent household income is above Rs.30000.

 The occupation of respondents is business man and govt. employees are the
occupation that is 26%.

 While buying the product majority of respondents prefer Quality is 31%.

 The most of the majority of respondents is visit for Reliance Fresh is twice in a
week.

 It is the more majority of respondents is easily accessible.

 Most of the customers are attract the cash back and discounts in Reliance Fresh.

 The majority of categories usually has good promotion discount in package

products and grocery items.

 Majority of respondents are getting to know about Reliance Fresh promotional

strategies in Newspapers that is 31%.

 The duration of promotional strategies for 1-5 day are preferable in Reliance
Fresh to attract customers.

 Most of the customers attract the discount schemes and loyalty program in
Reliance Fresh.

 Majority of respondents are easy to get the gift voucher that is 74%.

 The Retail given response that family is first priority because they get all the
materials under one shop, teenagers are in second place due to the status symbol
and in last necessary to target the family by making strategy according to it.

 Majority of respondents are gift voucher that is 74% to getting more benefit.

 The majority of respondents are agreed that they can like the sales promotion
activities of Reliance Fresh made to visit the store again.
  Majority of the customer class is working and have different social and life style
needs.

 Store becomes too congested during peak hours.

 It is the more comparative to comparison between store brand and other food
brands in Reliance Fresh

 Many times, fresh Fruits and Vegetables are mixed with rotten ones.

 In case of Fruits and Vegetables consistency in quality is not maintained.

 The quality of Reliance Fresh product is good.

5.2 SUGGESTIONS
Based on the study and findings the following suggestions and
recommendations can be made.

 Reliance Fresh promotional activities can be enhanced.

 There should be a consolidated complaint system.

 There should be an inspection on the shelves of the vegetables and fruits

 Well organized training is a must for the staff.

 The Staff of Reliance Fresh should know the customer needs and wants by
interacting with them in professional manner to understand the requirements of
the customer

 They should provide a proper parking facility for the customer vehicles

 Alternate Brand should be made obtainable.

 More awareness needs to be generated through television and other media

platforms.

5.3 CONCLUSION
It was a mind-boggling experience to have done a project in an reputed firm like Reliance fresh.
The study on "Reliance Fresh" was purely based and pin pointed on various Promotional
strategies used by the firm and they were undoubtedly understood to my fullest knowledge on
completion of the project I understand that the valuable time spent on the project was
undoubtedly proven that practical strategies implied within the firm are more exaggerating and
immensely proven to be better than theoretical concepts.

On concluding the aspects of promotions at Reliance Fresh I would like the summarize that the
promotion strategies implemented and use of the resources to attract customer attention to
achieve customer satisfaction and earn targets. The area of focus the firm needs to concentrate is
a factor of communication, which by resolving can make its promotional program of the Firm
can be effective and efficient.

BIBLIOGRAPHY
  Philip Kotler (2004): "Marketing Management" published by person publication, 11th
edition.
 C. R. Kothri (2004): "Research Methodology Method and Technique", New Age
International Publishers, 2nd edition.
 Kumar, Anil (2002): "Consumer Behavior", Deep & Deep publication, New Delhi, 11th
edition.
 G. C. Berry (2002): "Marketing Research", Tata McGraw Hill publication Co. Ltd, New
Delhi, 3rd edition.

WEBSITE:

 https://relianceretail.com/reliance-fresh.html

 https://relianceretail.com/

 https://jsdl.in/DT-15PGK83C

ANNEXURES
 QUESTIONNAIRE

Name:

Contact No (optional):

1) Gender of the respondents in Reliance Fresh?

o Male
o Female

2) Age:
o Up-to 25yrs o 26-35yrs
o 36-45yrs
o 46yrs & Above

3) Are you married?

o Single
o Married

4) What is the qualification of the respondents?

o Illiterate
o 7th-10th
o PUC
o Graduates & Above

5) What is your monthly income?

o Unemployed
o Below 10000
o 10000 To 20000
o 20000 To 40000
o 40000 & Above
6) What is the Occupation of the respondents?
o Business man
o Student
o Private employee
o Govt. employee
o Un employed

7) What is the attributes considered while buying a product?

o Price
o Brand
o Availability
o Quality
o Offers and discounts

8) How frequently do you visit Reliance Fresh?

o Twice in a week
o Once in a week
o During Special offers
o Whenever the need arises

9) Do you think, this Reliance Fresh store is easily accessible to you?

o Yes
o No

10) Which schemes does Reliance Fresh offer to attract customers?

o Free gift
o Coupons
o Cash back
o Discount
11) Which categories usually has good promotion discount?
o Grocery Food item
o Package products
o Gift items

12) How do you get to know about Reliance Fresh promotional Schemes?
o Newspapers
o Internet
o Radio
o T.V

13) Which schemes do you like the most?

o Gift Voucher
o Loyalty Program
o Discounts
o Sale

14) What do you think about gift voucher redemption process?

o Complicated
o Easy

15) Rate the following?

Parameters Very Satisfied Neither Dissatisfied Very

Satisfied Satisfied nor Dissatisfied
Dissatisfied
(5) (4) (3) (2) (1)
Gift Voucher
 Loyalty
Program
Discount
Sale
16) Which kind of vouchers you like the most?
o Cash Voucher
o Gift Voucher

17) Does the sales promotion activities of Reliance Fresh made you visit the store again?
o No
o Yes

18) Is the pricing clearly written on the shelf?

o Yes
o No

19) What is the comparison between store brands and other food brands in Reliance Fresh?
o Costly
o Very costly
o Affordable
o Comparative
o Low price

20) What is the product availability of Reliance Fresh?

o Good
o Excellent
o Need Improvement