CUSTOMER LOYALTY PROGRAME”

OF
“RELIANCE FRESH

BY HITESH VERMA
ROLL NO 50614901717
VI B 1ST SHIFT
 INTRODUCTION

Reliance Retail started its journey in 2006 with the opening of its first
Reliance Fresh store. Today Reliance Retail operates 621 Reliance Fresh and
Reliance Smart stores and sells over 200 metric tonnes of Fruits and over 300
metric tonnes of Vegetables every day. Reliance Fresh is India’s leading
neighbourhood retail chain, synonymous with freshness & savings. With the
three core promises of Fresh Hamesha, Available Hamesha and Savings
Hamesha, Reliance Fresh is a one-stop-shop for fresh shopping, fresh savings
and fresh happiness.
From fresh fruits & vegetables to dairy, cereals to spices, processed food &
beverages to home & personal care products, we have the entire gamut of
your grocery needs covered.
Across our stores, we retain a strong customer centric approach to meet all
your shopping needs - be it routine or seasonal, well known brands or popular
local products. Continuing Reliance’s hallowed tradition of backward
integration, Reliance Retail directly partners with a large number of farmers
and small vendors in a farm-to-fork model. The linkages with the farm has
brought about transformational changes in the quality of life of the farmers
as also enhancing the quality of produce, reducing wastage by shortening the
 OBJECTIVE

 The primary objective is to study, understand and

analyse aspects.
 To understand the perception of consumer towards
different services offered by reliance fresh.
 To find customer perception on loyalty program offered
by Reliance Fresh
 To know what are the factors that hinders consumers to
select Reliance fresh as their preference shop.
 To identify the factors which influence the consumer to
shop at Reliance Fresh.
 LIMITATION

 Every study is bound by limitations and as such this is no exceptions.

“Change is Constant” rule of nature. Hence, the study undertaken
may not hold good for longer duration.
The study was conducted under the assumption that the information
given by the respondents is authentic.
The analysis and suggestion are given only with respect to marketing
aspects as technical suggestion with respect to the product could
not be given.
Confidential matters were not disclosed by the company.
There were time constraints
Customers were reluctant to fill the questionnaire.
 CONCLUSION

 People prefer smaller quantities and good quality products.

 There is always a gap analysis between Retailer & customer.
 Customers are ready to buy even at same rate or more than as
compared to outside if we provide them a quality.
 Customer has no time. They don’t want to waste their time in
selecting good vegetables.
 Data gathered through sales report and CSAs were analyzed to
adjust the MBQ level of each SKU and to increase the store profit.
 Reliance Fresh needs to adjust its Planogram according to the
tastes and preferences of customer. Since store does not offer NF
FMCG and toiletries most of the customers are switching to other
players.