RETAIL MANAGEMENT

ASSIGNMENT 1ST & 2ND SESSIONAL

on
“THE IMPACT OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) AND PERFORMANCE OF
RELIANCE RETAIL STORE”
,

Under the Guidance of

Prof. (Dr) Bhagwan Singh

Central University Of Jharkhand
Department of Business Administration

Submitted By
Vibhaw Shukla
Reg No: - 22100402060

CENTRAL UNIVERSITY OF JHARKHAND, RANCHI,

JHARKHAND (835205)
 DECLARATI
ON

I Vibhaw Shukla, hereby declare that the work incorporated in this

Assignment topic “THE IMPACT OF CUSTOMER RELATIONSHIP
MANAGEMENT (CRM) AND PERFORMANCE OF RELIANCE RETAIL
STORE” is the outcome of original study undertaken by me under the guidance of
Prof. (Dr.) Bhagwan Singh, Professor of Management, Department of Business
Administration, Central University of Jharkhand.

DATE: Vibhaw Shukla

22100402060
PLACE: Department of Business Administration
Central University of Jharkhand
 ACKNOWLEDGEMENT

I am Vibhaw Shukla, a final-year Management student at the DBA, SMS, Central

University of Jharkhand. As part of my Assignment on Retail Management, I am
conducting a customer satisfaction survey focused on Customer Relationship
Management (CRM) for completing the Assignment in Retail Management as a part of
our Course Structure. This survey aims to assess various aspects of the services and
products offered by the company from the perspective of its customers. Our Course
Coordinator is Prof (Dr) Bhagwan Singh who motivated us for field survey to complete
this Assignment.

Purpose of the Survey: The primary objective of this survey is to gather valuable
feedback from customers like you regarding their experiences with the company's
Customer Relationship Management practices.

Confidentiality: Please rest assured that all data collected through this survey will be
kept strictly confidential and used only for research purposes.

Thank you for taking the time to share your valuable insights.

Vibhaw Shukla
Central University of Jharkhand
 Table of Contents

Declaration ...............................................................................................i
Acknowledgement....................................................................................ii
Table of Contents.....................................................................................iii
ABSTRACT..............................................................................................1
CHAPTER 1..............................................................................................2
Introduction...........................................................................................2
CHAPTER 2..............................................................................................3
Literature Review..................................................................................3
CHAPTER 3..............................................................................................5
Industry Analysis.....................................................................................
CHAPTER 4............................................................................................11
Research Methodology........................................................................11
CHAPTER 5............................................................................................12
Data Analysis......................................................................................12
CHAPTER 6 ...........................................................................................21
Findings..............................................................................................21
CHAPTER 7............................................................................................22
Limitation............................................................................................22
CHAPTER 8............................................................................................23
Conclusion and Recommendation........................................................23
BIBLIOGRAPHY.................................................................................25
Questionnaire..........................................................................................27
 ABSTRACT

In the highly increasingly today’s competitive environment, it is very

tough to make customer, as customers are not just making their buying

decisions on the product categories but also on product comparisons.

Gone are the days when they were easily available. Due to the arrival of

various companies, Indian and foreign operators it is very easy for the

customer to have the comparative market research and analysis, what to

buy, where to buy and, how to buy. Retail industry is at crossroads and

building customer relationship has become an essential tool in retailing.

Retailer is very much focused in understanding the customer needs,

designing a customer- driven marketing strategy and constructing

marketing programs, which lead up to building profitable Customer-

relationships. The simple answer to it is effective CRM.

In this study I demonstrate that customer satisfaction research is not only

a tool to measure consumer attitudes but can also be a proactive tool for

managing customer relations. The study also aimed to know the part of

CRM in Reliance retail. It also includes the effort, benefits to clients,

internal employees reference with reference Reliance retail’s CRM

implementation. For this purpose, different type of data has been

collected, studied and analyzed.

1
 Chapter: 1
INTRODUCTION

Customer Relationship Management (CRM)

Today, retailers are just looking for the quick hits of CRM, like screen pops for call
centers, and email campaigns to drive store traffic.

Research Objective

 To study various relationship marketing techniques and methods used by

Reliance Retail

 To analyze the gap between the proposed and delivered customers and
services by Reliance Retail

 To identify the main parameters which will help Reliance Retail build and
reserve long term relations with their stakeholders.

 To determine challenges faced by Reliance Retail in implementing CRM

activities

 To provide solutions for improving CRM strategies for the growth of Reliance
retail.

2
 Chapter 2
LITERATURE REVIEW

The Project will cover objectives of supply chain infra, with world class
strategies and standards. Through huge categorization of products and services,
Reliance retails wants to touch every customer and supplier in India.

To provide western-style retail facility “Reliance Mart” will sell a range of

95,000 types of items includes consumer durable products (clothing, stationery,
toys, medicines, home furnishings, footwear etc.), FMCG, IT, automotive
accessories, apparel accessories, fine jewelry and fashion jewelry under one
roof.

They will be better than the best in the market. We would ensure that our
products would be cheapest on the consumers wallet and would match the
lowest price in the market with the best quality as benchmark”, said Pillai.
Reliance has set up the first hypermarket in 1,65,000 sq. ft area worth Rs. 4.25
crore approximately for selling groceries to general merchandising in Reliance
Mart.

Reliance had announced last year to invest Rs. 25,000 crore in its retail store
and expected to spend Rs. 2,1000-3,000 per square fit for establishing 1000
hypermarkets in 784 towns by next five years. Since then Reliance has been
looking for deserving lands across the country to fulfill its dream project.

Mukesh Ambani, the Chairman and Managing Director of Reliance Mukesh

Dhirubhai Group said, “Organised retail has the potential to trigger socio-
economic transformation on an unprecedented scale in our country and will

3
bring about enormous spin-off benefits to the Indian economy and its various
constituents. The launch of ‘Reliance Mart’ is yet another step by Reliance
Retail towards providing an international shopping experience to all our
customers at unmatched affordability,

guaranteed quality and choice of products and services”. He was speaking on

inauguration ceremony of first ever hypermarket in Ahmedabad.

Reliance will provide some innovative services to the customers all within the

store under one roof. The facility of owned fresh bakery service will be all time

available under brand name of ''hot off the oven''.

Besides this, Reliance Retail is building a vigorous and state-of-the-art supply

chain infrastructure in parallel to cover the entire country along with setting

up its own cold storage chain discretely. “It is expected to generate direct

employment for half- a-million people and indirect employment to two

million”, said Pillai.

4
 Chapter :3

INDUSTRY ANALYSIS

Reliance Retail mulling new strategies for Bengal foray

Hamstrung by political controversy and non-availability of Agriculture Produce

Marketing Committee (APMC) licenses to procure Agri-produce directly from
farmers, Reliance is now considering the option of importing Agri-commodities from
different States of India. Admitting that the project was scheduled for a rollout in late
2006-07 and has been delayed, a Reliance group source said: "We have already
presented our case before the
Chief Minister. We may approach him on the issue once again, shortly. Following
which we have to take a call on our future strategy." The company is now aiming to
roll out stores by June 2007.

Distribution Centres

The controversy has been kicked up by a section of the ruling Left Front, especially
the All India Forward Bio controlling the Jharkhand State Marketing Board. The
latter, which is the State APMC authority, has rejected Reliance's application for
trading licenses in 15 APMC markets.

According to the official, Reliance is setting up six distribution centres —

comprising multi product cold storage facility of Rs 300 crore each and sorting

and packaging facilities — in Jharkhand.

5
Regulatory Market

Rejecting the claims of the marketing board that the project would endanger the

livelihood of vast majority of farmers and middlemen, the official said: "On the

contrary our activity will free the farmer from the clutches of private money

lenders and provide access to better farming techniques."

He said that the total collection of one per cent regulatory market transaction

fee is only Rs 20-25 crore a year but there is a clear potential of collecting

anything in the region of Rs 3100 crore a year. This apart, organised trade will

ensure higher collection of sales and other taxes, he added.

CUSTOMER EQUITY

It has been defined as “The total discounted lifetime value of all its

customers”. It has three major categories – brand, retention, and equity which

help to retain customers and increase equity.

A firms’ strategic opportunities might be best viewed in terms of the firm’s

opportunity to improve the drivers of its customer equity. Hence customer

equity should be central in the thinking to the marketing managers of any type

of a firm.

BRAND EQUITY

It is the first point that needs to be studied for customer equity which is “The

added value a brand name identity brings to a product or service beyond the

6
functional benefits provided”.

Brand Loyalty has two components: brand loyal behavior and brand loyalty

attitudes. The attitude behind the purchase is important because it drives

behavior. While brand Loyalty behavior is partly determined by situational

factors such as availability, attitudes are more enduring. Unfortunately, despite

its importance, brand attitudes have not attracted a corresponding degree of

research interest. With its help, a lot of things can be achieved like acquiring

new customers, more sales, premium pricing, revenue profits and gain, reduce

marketing cost, pull marketing, and many more benefits.

CATEGORIES OF BRAND EQUITY

Brand equity is trust and willingness of the customer without catering cost and

benefits. The 5 main parts of brand equity are Brand loyalty, brand awareness,

perceived quality and brand association.

Brand equity categories

7
It is defined as “A deeply held commitment to rebury or re patronize a

preferred product service consistently in the future, thereby causing repetitive

same brand or same brand set purchasing despite situational influences and

marketing efforts having the potential to cause switching behavior”

Brand association is that which allows customers to relate or connect

themselves to the brand. This association can be brought forward through a

products quality and innovation, good advertising campaigns.

Perceived quality is the quality through which customers associate with a

brand. This factor is of great importance because it affects profitability. Prices

are also associated with the quality so therefore once a brand is established,

premium prices are charged so as to increase profits and the customer

perception.

Today brands are viewed as an asset. The real asset is brand loyalty. Without

loyalty a brand is like a trademark with little value. It is loyalty that the

consumers express or shoe their satisfaction towards a particular product.

Main focus is loyalty of brand and to achieve that following is the criteria: -

 Word of Mouth
 Customers who are loyal are price sensitivity
 Customers who are loyal are less admired by competitors’ promotions

8
 Customers promote brand extension
 As a result, high returns and hence, market share

9
Customer Relationship Management (CRM)

CRM is a comprehensive strategy and process of acquiring, retaining and

partnering with selective customers to create superior value for the customer. In

the marketing literature the terms customer relationship management and

relationship marketing are used interchangeably.

The core theme of all CRM and relationship marketing perspectives is its focus

on a cooperative and collaborative relationship between the firm and its

customers, and/or other marketing actors.

10
Another important facet of CRM is “customer selectivity.” As several research
studies have shown, not all customers are equally profitable for an individual
company.
However, the objective of a company is not really to prune its customer base but to
identify the programs and methods that would be the most profitable as it creates
value for the firm and the customer.

11
Customer Relationship Management marketing can be defined as “an

integrated effort to identify, maintain and build up a network with the

individual customers and to continuously strengthen the network for the mutual

benefit of both parties, through interactive, individualized and value-added

contracts over a long period of time.

Customer Relationship Management has following objectives

1. To study the current practices of CRM.

2. To find out the impact of CRM on the profitability of the organization.

3. To study the factors affecting the CRM practices.

4. To study the role of information technology in CRM.

12
 Chapter: 4

RESEARCH METHODOLOGY

Introduction

Research is an organized, systematic, data-based investigation into a specific critical,

objectives, scientific inquiry or problem undertaken with the purpose of finding
answers of solution of it Research design is the blue print for the collection
measurement and analysis of data.

Type of research :- Descriptive research

Sample selection

A survey would be conducted in Reliance Retail in Delhi and NCR region.

Customers will be interviewed through an unstructured open-ended list of

questions.

Sample technique

Convenient sampling technique will be used here for this study. Random

sample of the total population will be used as it is meant for a specific category

only.

Sample size :- 100 respond

TOOLS FOR ANALYSIS ; Excel Sheets, pie charts and bar diagrams

Sources Of Data Collection

13
Primary data is collected with specific objective, especially to address the research
problem. The data is gathered by distributing a questionnaire to the customers who
visit Reliance Retail and through personal interview.

Secondary data includes books, journals, magazines, newsletters of the Reliance

Retail, and internet.

14
 Chapter: 5
Data Analysis

1.

All respondents aware about Reliance Retail products. Reliance Retail at the

higher end of the market were using this approach and may continue to do so

with the new categories they are into in the form of brand extension. This

approach to create awareness about the sub-category of Reliance Retail.

15
2.

Once in 2 months (26%): Approximately 26% of respondents visit retail stores once
every two months. This frequency suggests that these individuals are not frequent
shoppers and may make planned visits.
Once in a month (20%):About 20% of respondents visit retail stores once a month.
This group likely includes regular shoppers who maintain a consistent shopping
routine.
Twice a month or more (23%): Nearly 23% of respondents visit retail stores twice a
month or even more frequently. These individuals are frequent shoppers, possibly
influenced by factors like convenience, necessity, or lifestyle.
Once a week or more (17%): Around 17% of respondents visit retail stores at least
once a week. This group represents frequent shoppers who rely on retail stores for
various needs.
Occasionally (14%): The smallest segment, comprising 14% of respondents,
represents occasional shoppers. These individuals visit retail stores sporadically,
perhaps for specific occasions or when they have specific requirements.
Interpretation: The distribution of visit frequencies provides insights into consumer
behavior.
Retail businesses can use this information to:

16
  Plan marketing campaigns based on peak shopping times.
 Optimize inventory management.
 Understand foot traffic patterns for staffing and resource allocation

3.

Shop Display (15%): This factor indicates that the way products are displayed in
stores significantly influences consumers’ shopping decisions. An attractive and
well-organized display can attract more customers and encourage purchases.
Novelty of Products (29%): Consumers are drawn to new and unique products. The
element of novelty creates excitement and encourages purchases.
Special Discount Deal (27%): Discounts, promotions, and special offers play a
crucial role in influencing shopping behavior. Consumers are more likely to buy
when they perceive a good deal.
Family Insistence (12%): Sometimes family members or friends influence our
shopping choices. Their recommendations or preferences can sway our decisions.

17
Any Other (17%): This category likely includes other factors not explicitly
mentioned in the chart. It could encompass personal preferences, brand loyalty, or
even impulse buying.
Interpretation: The pie chart provides insights into consumer behavior and
preferences. Businesses can use this information to tailor marketing strategies and
enhance the shopping experience.
For example:
 Retailers can focus on improving product displays to attract more customers.
 Offering discounts or limited-time deals can boost sales.
 Understanding the impact of family recommendations can help target
marketing efforts

4.

Cheaper (25%):
Approximately 25% of respondents believe that the price of products available in
Reliance Retail stores is cheaper than those of other competitors.
This perception could be due to competitive pricing strategies or promotional offers.
More Expensive (43%):
The largest segment, comprising 43% of responses, indicates that consumers
perceive Reliance Retail products as more expensive compared to competitors.
This perception might impact purchasing decisions and overall customer satisfaction.
Same Price (32%): About 32% of respondents believe that the price of products in
Reliance Retail stores is the same as that of other competitors. Consistent pricing
may provide stability and predictability for consumers.

18
Interpretation : These findings suggest that there is a significant perception gap
regarding pricing between Reliance Retail and its competitors.
Businesses can use this information to:
 Reevaluate pricing strategies to align with consumer expectations.
 Communicate transparently about pricing to manage perceptions.
 Consider competitive benchmarking to stay competitive in the market.

19
5.

Brand Image (18%): Approximately 18% of respondents consider brand image as an

influential factor when choosing retail stores. A strong brand reputation can attract
loyal customers and positively impact store visits.
Advertisement (14%): About 14% of respondents are influenced by advertisements.
Effective advertising campaigns can create awareness and drive foot traffic.
Location (24%): The largest segment, comprising 24% of responses, indicates that
location significantly influences store visits. Conveniently located stores are more
likely to attract customers.
Discount (18%): Discounts play a role in driving visits to retail stores. Consumers
seek value for their money, and discounts can be a powerful incentive.
Service (14%): Good customer service matters. Approximately 14% of respondents
prioritize service quality. Friendly staff, efficient checkout, and personalized
assistance contribute to a positive experience.
Live Entertainment Shows (11%): Interestingly, 11% of respondents are influenced
by live entertainment shows. Stores that offer entertainment (such as live music,
performances, or events) create a unique shopping environment.
Interpretation: Location is the most influential factor, followed by brand image and
discounts.
Retailers can use this information to:

20
  Optimize store locations.
 Invest in branding and advertising.
 Offer attractive discounts and prioritize excellent service.

6.

Definitely Yes (38%): Approximately 38% of respondents would definitely

recommend Reliance Retail to their friends and relatives. This group represents loyal
customers who have a positive experience with the brand.
Probably Yes (36%): About 36% of respondents would probably recommend
Reliance Retail. These individuals are likely satisfied with their experiences but may
have some reservations.
Probably No (16%): The segment comprising 16% of responses indicates that some
respondents would probably not recommend Reliance Retail. This group may have
encountered issues or concerns.
Definitely No (10%): The smallest segment, representing 10% of respondents, would
definitely not recommend Reliance Retail. These individuals are dissatisfied and may

21
have had negative experiences.
Interpretation: Overall, the majority of respondents (74%) have a positive view of
Reliance Retail, either definitely or probably recommending it.
However, the 26% who would probably not or definitely not recommend the brand
should be a focus for improvement.
Businesses can use this information to:
 Strengthen customer service and address any issues.
 Leverage positive experiences to enhance brand loyalty.
 Understand areas for growth and address negative feedback.

22
7.

Definitely Yes (38%): Approximately 38% of respondents would definitely

recommend Reliance Retail to their friends and relatives. This group represents loyal
customers who have a positive experience with the brand.
Probably Yes (36%): About 36% of respondents would probably recommend
Reliance Retail. These individuals are likely satisfied with their experiences but may
have some reservations.
Probably No (16%): The segment comprising 16% of responses indicates that some
respondents would probably not recommend Reliance Retail. This group may have
encountered issues or concerns.
Definitely No (10%): The smallest segment, representing 10% of respondents, would
definitely not recommend Reliance Retail. These individuals are dissatisfied and may
have had negative experiences.
Interpretation: Overall, the majority of respondents (74%) have a positive view of
Reliance Retail, either definitely or probably recommending it.
However, the 26% who would probably not or definitely not recommend the brand
should be a focus for improvement.
Businesses can use this information to:
 Strengthen customer service and address any issues.
 Leverage positive experiences to enhance brand loyalty.

23
 Understand areas for growth and address negative feedback.

24
8.

Positive Effect (30.3%): Approximately 30.3% of respondents believe that sales

promotion schemes have a positive effect on the brand image. This group perceives
that promotions enhance the brand’s reputation and influence their purchasing
behavior positively.
No Effect (43.4%): The largest segment, comprising 43.4% of responses, indicates
that sales promotion schemes have no impact on their perception of the brand. These
individuals do not associate promotions with changes in brand image.
Negative Effect (26.3%): About 26.3% of respondents perceive a negative effect of
sales promotion schemes on the brand image. They may associate promotions with
cheapening the brand or compromising its perceived value.
Interpretation: The majority of respondents (69.7%) either see no effect or a positive
effect of sales promotions.
Businesses can use this information to:
 Tailor promotional strategies based on consumer perceptions.
 Communicate the brand’s value proposition effectively during promotions.
 Monitor how promotions impact overall brand equity.

25
26
9.

Cost Effectiveness (33.3%):

Approximately 33.3% of respondents consider cost effectiveness as the most

important motivational factor. Consumers prioritize affordability and value for
money when making purchasing decisions.
Variety (29.3%): About 29.3% of respondents believe that having a variety of
options influences their brand perception. A wide range of products or services
appeals to diverse consumer preferences.
Convenient Access (20.2%): The segment comprising 20.2% of responses indicates
that convenient access to the brand matters. Easy availability, store locations, and
accessibility play a role in brand choice.
Discount Offers (17.2%): The smallest segment, representing 17.2% of respondents,
emphasizes the impact of discount offers. Promotions, deals, and discounts attract
price-conscious consumers. Interpretation:
 Brands should focus on maintaining cost-effectiveness, offering variety, and
ensuring convenient access.
 Strategic discount offers can also positively influence brand perception.

27
 Understanding these motivational factors helps businesses tailor marketing
strategies and enhance customer satisfaction.

28
 Chapter: 6

Findings

 Customer relationship management (CRM) applications improves customer

and company relationship.

 Through study, it is learnt that timely service provisioning, response to

customer queries, and reporting on network performance are aspects of

CRM.

 The customer for retail Services is found to be very price sensitve, which

has made the competition among Companies a more of a Price War.

 Retail companies major focus is on Customer Retention. As it is understood

that the new customer acquiring cost is almost or more than 5 times that of

retaining the customers. To attain this Reliance retail has used a no. of

value added services, to increase the stickiness of the customer.

 The CRM is understood to be strengthened by Relationship Building

tactics, which are continuously measured through time.

29
 Chapter: 7

Limitations

 Time Constraint.

 Less no. of correspondents than an average of count required for research.

 The surveyors attitude may or may not align with the content of the

researcher and the research.

 Due to lesser no. of correspondents, the sample may not align with the

exact finding and there is a chance of higher variations.

30
 Chapter: 8

CONCLUSION AND RECOMMENDATIONS

Each and every organizations’ strategy may or may not match the other

organizations strategy. The variation may be due to nature of business, size,

share of the market, CSR activity involvement, lifestyle, customers, vendors,

suppliers and partners count.

Reliance should have a focus on their competitors’ strategy, performance, style

of work, operations, logistics, etc. and must try to comply with them. It helps to

perform future purchases, increase its strength, reduce its weakness, do a

detailed SWOT analysis. As result the Reliance will be step ahead of their

competitors, which their customers will also feel the difference, understand and

agree with better relationship and continue to exist.

The following approaches serve important parameters to the Reliance Retail for

planning a customer relationship :

 Friendly Treatment – Warmth, pampering and delight are most important in

services industry. A small automotive repair business in Mexico has blazed

a new trail in service leadership by treating customers as 'friends'.

 Customers as Guests – It is important to analyze the customers pain point,

quality, experience, testing more than design. The ultimate goal is to retain

customers by catering their needs, and expectations and still make profit.

31
The Customer behavior and customer retention goes hand in hand and hence,

drive each other. The basic philosophy of retention, and researches, strongly

suggest that past purchase of customers are better predictors of their future

purchase behavior than demographics. Retailers provide unusually high-quality

customer service to build and maintain their loyalty through promotions that

includes high discounts, freebies, loyalty points, thanks notes to birthday cards,

etc. Allocating marketing resource to some strategies used in marketing

programs and thus, it will help to get more profits than their competitors. That

is continuously allocating high amount of budgets in high profit making

activity and campaigns, as compared to lower profit making activity and

campaigns.

32
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39
 Questionnaire

1. Are you aware about Reliance Retail?

 Yes  No

2. How many times do you visit retail stores?

 Once in two months  Once a month
 Twice a month  Once a week or more
 Occasionally

3. What are the factors of influence for shopping?

 Shop display  Novelty of product
 Special discount deal  Family’s insistence
 Any other

4. Are the prices of products available in Reliance Retail more

or less than other competitors?
 Cheaper

 More expensive

 Same priced

5. The Most Important motivational factor for customers is:

 Cost Effectiveness  Discount offers

40
 Convenient access  Variety

41
6. Does Brand name influence purchase behavior?

 Yes  No

7. How does sales promotion schemes effect the image of the

brand in your mind?
 Positive Effect  Negative Effect
 No Effect

8. How influenced are you to visit different retail Stores based on

given sattributes?

(5 - Not Important, 4 – Less Important, 3 - Neutral, 2 –

Important, 1 – More Important).

Vishal Big Shoppe Relianc

Mega Bazaa rs e
mart r Shop Retail
Brand Image
Advertisement
Discount
Display
Location
Ambience
Service Quality
Referrals
Live entertainment
shows
Face to face with

42
celebrities
Playing arena for kids
Membership privilege

43
9. Would anyone recommend Reliance Retail?

Attributes No. of respondents

Definitely Yes
Probably Yes
Probably No
Definitely No
Store Name

Store manager name

1. Ashok Kerketta
2. Arijit Majumdar
3. Ravi Kumar ray

Designation
Pandra Barhi Toli

Kanke road
 Feedback of Customer Experience
Very nice
Excellent
Very good
Questionnaire