A PROJECT SYNOPSIS ON

IMPACT OF CRM IN RETAIL INDUSTRY AT RELIANCE

DIGITAL PVT LTD HYDERABAD

Submitted in partial fulfilment

Of the requirement for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

Project Report Submitted to

Dr. B. R. AMBEDKAR OPEN UNIVERSITY

Submitted by

MALTHUMKARI GANESH

AD NO: 00922010201

M. B. A. (Human Resource) II Year

Under the guidance of Dr. S N. Arjun Kumar

Faculty
M V S GOVT. ARTS & SCIENCE COLLEGE

(Study Centre)

Christianpalley, Mahabubnagar, Telangana.

 CONTENT

S.NO PARTICULARS PG. NO

1 CHAPTER-1 INTRODUCTION 1-8

 Need for the Study statement of the
problem
 Objectives of the Study
 Scope and Period of the Study
2 CHAPTER-2 RESEARCH METHODOLOGY 9-11

3 CHAPTER-3 LITERATURE REVIEW 12-15

4 CHAPTER-4 THEORETICAL FRAMEWORK 16-25

5 CHAPTER-5 COMPANY PROFILE 25-40

6 CHAPTER-6 DATA ANALYSIS AND INTERPRETATION 40-60

7 CHAPTER-7 FINDING AND CONCLUSION 60-65

8 CHAPTER-8 SUGGESTION 66

9 BIBLIOGRAPHY: 67
 CHAPTER-1

INTRODUCTION
 INTRODUCTION

Customer Relationship Management (CRM) is the combination of practices, strategies

and technologies that companies use to manage and analyze customer interactions and
data throughout the customer lifecycle, with the goal of improving customer service
relationships and assisting in customer retention and driving sales growth. CRM systems
compile customer data across different channels. CRM system can also give customer
facing staff detailed information on customers’ personal information, purchase history,
buying preferences and concerns. CRM in retailing Retailers can generate their profit by
creating a sound and healthy relationships with customers. Customer relationship
management is a process to establish the customer behaviour and purchase pattern. Many
organized retailers have been targeting to increase their market share through various
services and promotional activities. It helps the retailer for increasing their sales revenue
and profits. The highly demanding and knowledgeable consumers are compelling retailers
to stock a huge product range and soon all in the hope of having a loyal customer. CRM
system which focuses on identifying and building loyalty with the retail outlet malls most
valued customers. This means that CRM will work on the principle that retailers have to
chat out programmers which will help them to raise their profitability in long term
relationship with their customers’. Retail stores will benefit from the resources it commits
to developing its CRM practices in greater customer loyalty.

Retail Sector is one of the fastest growing sectors in India over the last few years. In recent days,
customers are regarded as an article of trade. The Indian landscape is evolving from the brick and
mortar model to adopt technology for connecting with customers. Globally customers are more
powerful. Companies and firms, who are producing products and giving services to satisfy their
Customers, with the growth of the marketing era the Customer Relationship Management (CRM)
is became popular in India. CRM is potentially a useful concept in the marketing and customer
service areas of a retail sector. CRM practices is important variable in the success of retail stores.
CRM can help organizations to manage customer interactions more effectively to maintain
competitiveness in the economy. CRM provides long – term relationship buildings with
customers at an enterprise – wide level. This research paper attempts to evaluate the CRM
practices with reference to retail stores in Hyd city. The present study finds out the customer
relation management and its implementation and consumer feelings while shopping in retail
stores at Hyd city.
NEED FOR THE STUDY AND STATEMENT OF THE PROBLEM

Need For The Study

Retail Sector is one of the fastest growing sectors in India over the last few years. In
recent days, customers are regarded as an article of trade. The Indian landscape is
evolving from the brick and mortar model to adopt technology for connecting with
customers. Globally customers are more powerful. Companies and firms, who are
producing products and giving services to satisfy their Customers, with the growth of the
marketing era the Customer Relationship Management (CRM) is became popular in
India. CRM is potentially a useful concept in the marketing and customer service areas of
a retail sector. CRM practices is important variable in the success of retail stores. CRM
can help organizations to manage customer interactions more effectively to maintain
competitiveness in the economy. CRM provides long – term relationship buildings with
customers at an enterprise – wide level. This research paper attempts to evaluate the CRM
practices with reference to retail stores in Hyderabad city. The present study finds out the
customer relation management and its implementation and consumer feelings while
shopping in retail stores at Hyderabad city.

Statement Of The Problem

Attracting customers to make a one-time purchase is difficult enough, but encouraging

repeat business and long-term loyalty can be even more challenging, particularly now that
price-conscious consumers have easy access to a wide range of online retailers to
compare offerings.
 OBJECTIVES

 To analyses CRM practices followed by retail stores in Hyderabad city

 To evaluate the various CRM techniques adopted in retail stores
 To study the benefits of CRM to the retailer and customers.
 To understand the impact of CRM in retail stores
 SCOPE AND PERIOD OF THE STUDY

The scope of the retail market in India is mainly increasing due to the budding elite retail
outlets that offer unique and viable goods. Numerous new entrants are making waves in
the retail market. So, the demand for skilled resources who are well versed with consumer
behavior is also increasing.

Period of the Study:

 45 Days Period Organization at reliance digital pvt ltd.

 CHAPTER-2

RESEARCH METHODOLOGY
 METHODOLOGY AND DATABASE

Research Approach

This refers to the techniques or methods used by the researcher to solve his/her problem.
For this study, quantitative approach was used and various tools were to used collect.

Data Collection

There are basically two sources through which a researcher can collect the data i.e; one is

primary data and another is secondary data

Sources of Data Collection

For this research, both Primary and secondary data has been used to collect the data.
Primary data were collected by circulating the questionnaire via social apps like whats
App while, the secondary data were collected through various published research papers
and websites.

Methodology

The study was conducted through questionnaire method.

Sample Size

The sample size taken up for this study is 100 retail stores.

Primary Data and Secondary Data

Primary data is collected through questionnaire. Secondary data has been collected from
Journals,

Websites, Magazines and News Papers

CHAPTER-3

LITERATURE REVIEW

Review of Literature

Joseph. Nunes and Xavier Dreze (2006) in their article “Your loyalty program is betraying you”
highlighted creating a successful loyalty program starts with defining what should be gained from
the effort. In some cases, loyalty programs create what marketers call barriers to exit. They say
that a benefit of loyalty programs that has gained prominence in the past decade is their ability to
provide useful data about customers.

Darshan Desai, Sabrat Sahu and Piyush Kumar Sinha (2007) on the basis of analytical and
empirical or case research conducted a random sample study of 334 executives was selected from
29 firms in the following industries: retail (n=60), telecom (n=80) and banking (n=183) in India.
They also concluded that. Impact of market orientation on dynamic capability of CRM and
competitive CRM performance may be the result and shaping the organizational resources that no
longer match the environment. These include processes like analysis customers, developing and
delivering tailored offering, providing customer service, orchestrating linkages, assigning
accountability and evaluating performance.

According to V. Ramanathan (2008), Customer Relationship Management is an emerging tool

that enables retail marketers to maintain their presence in the dynamic market environment. In
early days CRM was the tool preferred by the manufacturers in order to motivate and retain
retailers. Now retailers are applying this very same tool in order to retain customers

According to Sreekumar P (2009), for implementing any CRM intiative or special loyalty offers,
Lifetime customer value is the most important criteria.

According to Raman than (2008), customer relationship management helps the retailers maintain
their presence in the market environment. CRM is the preferred tool for manufacturers in the
early days, which promotes and retains retailers. Customers now use the same tool to retain
customers.

Praveen k. According to Deb (2009), customer loyalty programs are in today’s retail world and
food in Mumbai is leading this industry in western India. He pointed to typical consumer
response: “Offer cards or special offers are not only the retailers’ retailers, but consumer pay
more for this opportunity.” “According to Sreekumar B. (2009), the life expectancy customer’s
value is the most important measure to implement any CRM initiative or specialty loyalty
benefits.
 CHAPTER-4

THEORETICAL FRAMEWORK
 THEORETICAL FRAMEWORK

Retailing is the largest private industry in the world. The Indian retail
industry has emerged as one of the most dynamic and fast – paced industries due
to the entry of several new players. It accounts for over 10 percent of the
country’s Gross Domestic Product (GDP) and around 8 percent of the
employment. India is the world’s fifth- largest destination in the retail space.
The scope and depth of change that is taking place across the India defies
description .This Change provides both a humongous challenge and a gigantic
opportunity for marketers and retailers. Retailing is not only an important aspect
of the economic structure but very much a part of our lives. Though trading of
goods has been in existence since the older days, it is only in the recent past that
the buying and selling of goods have become more dominated activity. In fact,
today retailing is evolving into a global, high tech business.
Retail Industry Scenario in India

Retailing is the most active and attractive sector of last decade. While the
retailing industry itself has been present since ages in our country, it is only the
recent past that it has witnessed so much dynamism. The emergence of retailing
in India has more to do with the increased purchasing power of buyers,
especially

post – liberalization, increase in product variety, and increase in economies of

scale, with the aid of modern supply and distributions solution. The overall retail
market in India 2018 stood at Rs 43,251 billion and is forecast to grow by 6.4
percent CAGR in 2018-2023. Retailing in India still predominantly takes place
in physical stores and shopping behaviour between urban and rural consumers
continues to be vastly different. Smaller independents (both grocery retailers and
non-grocery specialists) continued to dominate the landscape they faced growing
competition from modern outlets opening in out-of-town shopping centres and
malls capturing the Tier II & III markets.
Indian retailing today is at an interesting crossroads. The retail sales are at
the highest point in history and new technologies are improving retail
productivity. The Indian retail industry has emerged as one of the most dynamic
and fast – paced industries due to the entry of several new players. The retail
sector in India is dominated by the unorganized retail trade, where unorganised
trade forms around 93% of the overall trade. This is in contrast with the
developed countries where the organised retail industry accounts for almost an
average of more than 80% of the total retail trade. This highlights a lot of scope
for further penetration of organized retail in India. The overall retail market in
India is expected to grow at 12% growth rate per annum, driven by growing
urbanization, rising income, demographics and rising aspirations of the middle
class. Modern trade is going to expand as twice as fast at 20% per annum and
traditional trade is expected to grow at 10%.
Customer Relationship Management

Customer Relationship Management (CRM) is the combination of

practices, strategies and technologies that companies use to manage and analyze
customer interactions and data throughout the customer lifecycle, with the goal
of improving customer service relationships and assisting in customer retention
and driving sales growth. CRM systems compile customer data across different
channels. CRM system can also give customer facing staff detailed information
on customers’ personal information, purchase history, buying preferences and
concerns.
CRM in retailing

Retailers can generate their profit by creating a sound and healthy

relationships with customers. Customer relationship management is a process to
establish the customer behaviour and purchase pattern. Many organized retailers
have been targeting to increase their market share through various services and
 promotional activities. It helps the retailer for increasing their sales revenue and
profits. The highly demanding and knowledgeable consumers are compelling
retailers to stock a huge product range and soon all in the hope of having a loyal
customer. CRM system which focuses on identifying and building louyalty with
the retail outlet malls most valued customers. This means that CRM will work
on the principle that retailers have to chat out programmes which will help them
to raise their profitability in long term relationship with their customers’. Retail
stores will benefit from the resources it commits to developing its CRM
practices in greater customer loyalty.

Process of CRM in Retail

The Indian retail industry is now beginning to evolve in the line with the transformation
that has swept other large economies. The liberalization of the consumer goods industry
initiated in the mid-80 and accelerated through the 90’s has begun to impact the structure
and conduct of the retail industry.

The concept retail which includes the shopkeeper to customer interaction, has taken many
forms and dimensions, from the traditional retail outlet and street local market shops to
upscale multi brand outlets, especially stores or departmental stores.
The objective being to assess the various parameters that influences a buyer to visit or
shop at departmental store thereby contributing to its turnover (in terms of sales and
profits) hence leading to its overall success.

The extensive research brought me to conclude that departmental stores are soon
emerging on the top priority lists, amongst the shopping spree in Delhi and NCR, as they
seem to derive immense pleasure of convenience and exposure to variety under one roof,
in their extremely busy lives, when they don’t have time for things.

Though some of the customers perceive departmental stores to be expensive and only
high income category’s cup of tea, the stores make constant efforts to induce them to at
least visit the store at once during the sale period, or discount offers.

The Retail Marketing Revolution - An Introduction

“Any business that directs its marketing efforts towards satisfying the final
consumer based upon the organization of selling goods and services as a means of
distribution”

By 2010, the list of India's top 10 retailers will have at least 5 Indian corporate. Retail
Marketing will go through a tremendous change in India this millennium. It will change
India's cities, its people, and its households. The Indian consumer is reportedly the largest
spender in Singapore and London. It is, therefore, strange that there have, so far, been few
efforts to present the product in the right kind of environment in India.

Indeed, the right shopping experience does induce Indian consumers to spend more. This
is evident from the experiences of retail-outlets like Music.

World, RELIANCE DIGITAL PVT LTD , Spencer’s, Crosswords, The Home Store,
Ebony, Bigjo’s, Saboos, Standard, Nanz, Vijay Store and Janaki Das & Sons, Westside
etc.

Factors affecting Retail marketing

The development of organized retail is dependent on the efforts of several agencies and
institutions. A glimpse of the last 2 decades of the previous century proves illuminating.
Large-format retailing started with outlets like Vivek's and Nalli's in Chennai and
Kidskemp in Bangalore, and, at another level, with manufacturer-retail brands like Bata,
Bombay Dyeing, and Titan.
Government:

The first among these is the government. In a country as big as India and with as many
states as ours, it is imperative that the Central government and all state governments bring
in Value Added Taxation or a unified taxation system to ensure that the tax-regimes are
the same across the country.

The laws governing retail real estate should also be looked into, so that it is possible to
develop retail-estate beyond the city-limits. Apart from providing entertainment and retail
opportunities, this will also decongest the city center and facilitate the development of
suburbs. The relevant rules should also be amended to allow retail-stores to operate 7
days a week, 12 hours a day.

Nuclear Families:

Given the hours most urban consumers keep at work, and keeping in mind the increase in
the number of nuclear families, this may, indeed, make sense. This will also help people
enjoy their evenings, out at malls.

Developers:

The second group, whose participation is essential in making retail a boom-sector in this
millennium, comprises developers. Most properties are developed without considering the
end user; thus, we sometimes find high-
Ceilinged offices and low-ceilinged retail stores. Often, the shopper's convenience is not
taken into consideration while the property is constructed.

Manufacturers:
There's a lot at stake here: even so early in the 21st Century, India is too large a market to
be ignored by transnational retail giants. From the manufacturing company's perspective,
the focus should be on producing good products, and forging relationships with organised
retail. Manufacturers need to draw a plan of producing quality products and tie in with
retailers. Indeed, the birth of organised retail will also engender the creation of private
labels and store-brands. Thus, if a manufacturing company lacks the resources to build a
brand, it can supply to a retail-chain that has the resources to create a brand of its own.

Indian Consumers:

And even as these developments were taking place, the Indian consumer became more
mature. Customer-expectations zoomed. Thus, at the beginning of the New Millennium,
retailers have to deal with a customer who is extremely demanding. Not just in terms of
the product-quality, but also in terms of service, and the entire shopping experience.

Today, the typical customer who shops in a retail outlet compares the time spent at the
check-out counter with that at an efficient petrol station, and the smile of the counter-
person to that decorating the face of a Jet Airways' crew member. To cope with the new
customer, manufacturers have to focus on product quality and brand building. And
retailers, in turn, have to focus on the quality of the shopping experience.

In this millennium, like in the last, customers will want to spend time with their family
and friends. They may like to visit an outlet on weekends where everything will be
available under one roof. India will benefit from these developments

because of increased consumption through retailing and the corresponding increase in

employment created by retailing.

Retail organizations exhibit great variety and new forms keep emerging. There are store
retailers, non store retailers, and retail organizations.

Consumers today can shop for goods and services in a wide variety of stores. The best-
known type of retailer is the department store. Japanese department stores such as
Takashimaya and Mitsukoshi attract millions of shoppers each year. These stores feature
art galleries, cooking classes, and children’s playgrounds.

The success of the retail stores, therefore, depends on customers’ reaction to the retailing
mix which influences the profits of the store, its volume of turnover, its share of the
market, its image and status and finally its survival.

Trends In Retail Marketing

At this point, I can summarize the main development retailers and manufacturers need to
take into account as they plan their competitive strategies.
In India the trends are mainly in three sectors. These sectors are:

Trends in retail marketing

Urban Suburban Rural

New retail forms and combinations continually emerge. Bank branches and ATM
counters have opened in supermarkets. Gas stations include food stores that make more
profit than the gas operation. Bookstores feature coffee shops.

The electronic age has significantly increased the growth of non store retailing consumers
receive sales offers in the mail and over television, computers, and telephones, to which
they can immediately respond by calling a toll-free number or via computer.

Competition today is increasingly intertype, or between different types of store outlets.

Discount stores, catalog showrooms, and department stores all compete for the same
consumers. The competition between chain superstores and
 Smaller independently owned stores have become particularly heated. Because of their
bulk buying power, chains get more favorable terms than independents, and the chains’
large square footage allows them to put in cafes and bathrooms.

Today’s retailers are moving toward one of two poles, operating either as mass
merchandisers or as specialty retailers. Superpower retailers are emerging. Through their
superior information systems and buying power, these giant retailers are able to offer
strong price savings. These retailers are using sophisticated marketing information and
logistical systems to deliver good service and immense volumes of product at appealing
prices to masses of consumers.

Many retailers are even telling the most powerful manufacturers what to make; how to
price and promote; when and how to ship; and even how to reorganize and improve
production and management. Manufacturers have little choice: They stand to lose 10 to
30 percent of the market if they refuse.

Technology is becoming critical as a competitive tool. Retailers are using computers to

produce better forecasts, control inventory costs, order electronically from suppliers, send
e-mail between stores, and even sell to
Customers within stores. They are adopting checkout scanning systems, electronic funds
transfer, and improved merchandise-handling systems.

Retail Marketing In India

There are various ways of making goods available to consumers like:

 Company to distributor to wholesaler to retailer to consumer

 Company to salesperson to consumer
 Company to consumers (online/ phone/ catalog ordering)

These three are among the most common ways of making the goods available to
consumers. But in India the three layered system of distributor, wholesaler and retailer,
forms the backbone of the front-end logistics of most of the consumer-good companies.

There are a number of reasons behind this fragmented retail market. Some of the major
reasons being:

 Poverty and lower literacy levels.

 Low per capita income.
 Savings focused and less indulgence mindset.
 Poor infrastructure facilities like roads etc.
 Restrictions on intra-state good movement.
 High taxes.
 No exposure to media.
 High import duties on imported goods.
 FDI in retailing is not allowed.

CRM In Retail Marketing( RELIANCE DIGITAL PVT LTD )

Customer relationship activities have the most impact on customer retention. Every
customer service encounter has the potential to gain repeat business or have the opposite
effect. The expectation of personalized, relevant offers and service is becoming a primary
driver of customer satisfaction and retention in financial services.

What Exactly Is CRM?

 The first thing you find when looking into the world of Customer Relationship
Management is the number of different definitions in use today.

Here is the one I have chosen for this Project:

 "CRM is the business strategy that aims to understand, anticipate, manage and
personalize the needs of an organization's current and potential customers" -- PWC
Consulting .

 CRM is a business strategy, one that puts the customer at the heart of the business.

 “That’s nothing new” I hear you say, and you would be right. Good business people have
always understood the relationship between happy customers that come back again and
again and creating long term, sustainable profitability. RELIANCE DIGITAL PVT
LTD has realized this and applied this to effect.

One just needs to think of the local shop owner who knew everyone of his customer’s
names, birthdays and particular ailments to prove that point. What is new is that there
now exists the technology to enable this customer-centricity on a much larger scale.

(“Come To RELIANCE DIGITAL PVT LTD - Isse Sasta Aur Achha Kahin
Nahin”)

It is said that a successful CRM implementation will allow your Customer Service, Sales
and Marketing people (and anyone else in your organization) to have a holistic view of
each and everyone of your customers. In theory this will enable them to make quick,
informed decisions, create cross selling and up selling opportunities, measure marketing
effectiveness and deliver personalized Customer Care. Sound’s great doesn’t it !!!

The History of CRM

Following on from Enterprise Resource Planning or ERP (the business strategy that
promised to automate the “back-office”), the term CRM was first coined in the mid-
1990s. CRM in those days referred to the software used to help businesses manage their
customer relationships. From sales force automation software (SFA) that focused on
customer contact management to integrated knowledge management solutions, these were
the early foundations of CRM.

The last couple of years have seen the term broaden to encompass a more strategic
approach and the investment of billions of dollars worldwide into CRM solutions and
services has followed.

First Things First

Successful CRM always starts with a business strategy, which drives change in the
organization and work processes, enabled by technology. The reverse rarely works. The
key here is to create a truly Customer-Centric philosophy that touches every point and
more importantly every person in the company. From CSR to CEO everyone must live
and breathe customer focus for all of this to work.

The Right Technology

It is estimated that the global market for CRM services and solutions is currently worth
$148 billion. That means a lot of choice when selecting your technology - from web-
based solutions aimed at small businesses with less than 10 employees to solutions
suitable for multi-national enterprises with millions of customers.

The Future

CRM has already made a big impact in the world of Customer Service and will continue
to do so. As more and more companies become customer-centric those that fail to do so
 will lose competitive advantage. As technology increases to develop at a startling rate the
key emphasis will be how we can fully utilize it within our business.

However let's not lose sight of the fact that Customer Relationship Management is about
people first and technology second. That’s where the real value of CRM lies, harnessing
the potential of people to create a greater customer experience, using the technology of
CRM as the enabler.

Advantages Of CRM for RELIANCE DIGITAL PVT LTD

Using CRM, at the management of RELIANCE DIGITAL PVT LTD can:

 Provide better customer service

 Increase customer revenues
 Discover new customers
 Cross sell/Up Sell products more effectively
 Help sales staff close deals faster
 Make call centers more efficient
 Simplify marketing and sales processes

By applying this methodology RELIANCE DIGITAL PVT LTD learned more about
customers' needs and behaviors in order to develop stronger relationships with them.
They implemented CRM as a process that brought together lots of pieces of information
about customers, sales, marketing effectiveness, responsiveness and market trends.

CRM helps businesses use technology and human resources to gain insight into the
behavior of customers and the value of those customers.

Challenges For RELIANCE DIGITAL PVT LTD in CRM implementation:

 .Difficulty in acquiring new customers can be a result of any one, or combination, of the
following problems.
 .Inaccurate and Slow Quoting Organizations may be unable to accurately estimate and
quickly deliver successful proposals, often leading to missed opportunities, bad profit
margins and upset prospects.
 Lack of Product Knowledge Within their Sales Force
 Problems can arise when products were sold that didn’t fit company's profitability
strategy such as selling a customer one product when another would be better for the
customer and more profitable for you.
 Difficulty and Delay in Updating Pricing and Product Information
 When the sales force is relies on incomplete product, pricing and customer information,
then they're probably not selling the most profitable products you offer.
 Customers prefer a combination of differing channels in which to deal with your
company. Self-service on the web can even be done for complex products. Plus, self-
service on the web offers retail banks the opportunity to shift cost out to the customer.

Customer Satisfaction Is RELIANCE DIGITAL PVT LTD

“The degree of customer satisfaction you deliver determines the level of long-term
success you will achieve in business.” - --- Training Mantra for Sales Force

Customer Satisfaction their Top Priority

Don't just make sales. Create customers - satisfied customers. In addition to the
immediate profit they provide on the first sale, satisfied customers help you build your
business in 2 other important ways:

1. They become a reservoir of repeat buyers. For some businesses that means repeat buyers
for more of the same product or service. For every business, it means buyers for
additional products and services.
2. They automatically refer more business to you from their friends and business contacts.
This is highly profitable business for you because it doesn't cost you any time or money
to get it.

Whatever they Promise More, they Deliver

Never make any promises you can't (or won't) keep. Nothing alienates customers faster
than getting something less than they expect from a business transaction. They won't do
business with you again. And they will tell everybody they know about their unhappy
experience - causing you to lose future customers.

Always Give Customers More Than They Expect

"Over deliver" on quality and service. Always exceed your customers' expectations. You
will win their long term loyalty. It also makes it difficult for competitors to steal
customers from you - even if they have lower prices. Customers will not risk an uncertain
experience with a competitor when they know they will get more than they expect from
you.

Customers know how much they value them:

Let your customers know you are always thinking about them. Communicate with them
regularly. For example, create some special deals just for your existing customers. And
announce new products or services to them before you announce them to the general
market.

PROCESS OF CRM

Customer Relationship Management (CRM) is the process of bringing the customer and
the company closer together. There are many different areas in which Customer
Relationship Management can be implemented. The goal of CRM is to help a company
maintain current customers, as well as gain new customers.

Targeted Marketing: Targeted marketing is accomplished through collecting

information about the customer. This information can be buying habits or simply
demographics. The idea behind this is that a business analyzes what a customer buys and
then markets specific products to that customer based on his or her buying habits.
Businesses track buying habits using discount cards, and special store credit cards.
Targeted marketing can also be implemented on the Internet. Amazon.com has product
recommendations based on buying habits, and product ratings. Customers can also be
sent e-mails that market targeted products. Marketing the right products to the right
customers can significantly increase a business' sales with minimal associated costs.

CONSUMER BEHAVIOR

Options: Consumers are more likely to choose an alternative after a relatively inferior
option is added as a choice. For example, Simonson says, participants in one study were
given a choice
between $6 and an elegant Cross pen. A second group chose among $6, the
same Cross pen, and a second pen that was clearly less attractive than the Cross pen. As
was predicted, the addition of the unattractive pen increased the share of the Cross pen at
the expense of the $6.

Alternatives: Consumers prefer alternatives that are compromise choices. Given a

choice between two alternatives, one priced lower than the other, the addition of a third
choice, priced higher than both, will increase the market share of the more expensive of
the original two. This finding suggests that companies can increase their overall sales and
shift purchases to higher-margin items by carefully designing the sets of alternatives that
their customers consider.

Floor Displays: Buyers are averse to choosing the lowest-quality alternative in sets of
three or more choices. One of the implications of this finding is that marketers of well-
known, high-priced brands should encourage retailers to organize floor displays by model
type, whereas marketers of lesser-known, lower-priced brands should prefer organization
by brand.
Brands: Consumers who think about the possibility that their purchase decisions will be
wrong are more likely to choose better known brands. In a test case, Simonson showed
that consumers debating between a better known, more expensive brand and a lesser-
known, less expensive brand expect to feel greater regret if they err by choosing the
cheaper option. Indeed, after thinking about the possibility of regret, consumers were
more likely to select the better-known brand. Kodak film has capitalized on this finding
with an advertising campaign that asks consumers to consider how they would feel if they
bought cheap film and their pictures didn't turn out.

Preferences: Consumers tend to select variety when buying multiple products for
consumption at a later time. In each of three weeks, Simonson asked a group of
respondents to select one of six familiar snacks for immediate consumption. A second
group was asked to pick three snacks -- one for immediate consumption and one for each
of the next two weeks. Both groups were told that they could pick the same snack as
many times as they wished. Those in the first group tended to select the same snack all
three times, whereas most in the second group selected three different snacks.

Product Modifications: Modifying a product with a feature or premium that is of little or

no value to the consumer, even without raising the price, may actually decrease sales.
When consumers are uncertain about their preferences, a product that offers an unneeded
add-on (such as an offer to purchase a Pillsbury Doughboy collector's plate) provides
them with a reason for rejecting it.

While marketing professionals can use these findings to influence consumer

decision making, consumers, too, can benefit by understanding their own behavior. "One
of the points of our research is to inform consumers about some of the factors that
influence their decisions," Simonson says. "With such knowledge, they may be able to
make better, more thoughtful decisions."
 CHAPTER-5

COMPANY PROFILE
 COMPANY PROFILE

About

Reliance Digital is India's largest electronics retailer

Network of 400+ stores nationally, housing over 200 brands and 5000 products. From in-
depth, expert buying advice to personal after-sales care tailored to each customer, we
commit to our promise of 'Personalising Technology' every day.
Wide Range. Best Brands
Our ever-expanding product range includes the latest releases from global brands in:
Personal Devices: Mobile Phones, Tablets, and Laptops
Entertainment Systems: TVs, Sound Systems, Home Assistants & Home Theatres
Home Appliances: ACs, Refrigerators, Washing Machines, Cooktops, Dishwashers etc
Cameras and Accessories: DSLR cameras and Accessories - all at affordable prices
Our stores and website offer over 5000 products and more than 200 brands with year-
round promotional offers and even No Cost EMI options. Our in-store sales team makes
sure to understand every customer's personal needs and budgets while assisting them to
make the best choice while buying their tech.
Best-in-class Shopping Experience
In our commitment to making technology readily accessible across the country, Reliance
Digital offers a flexible shopping experience, seamlessly combining our online presence
with our physical stores.
Customers shopping online at www.reliancedigital.in can choose to immediately pick up
their order from their nearest store with our Pick Up at Store feature or choose Express
Delivery, to receive their product within 48 hours.
Customers can also choose from a variety of flexible payment options including debit and
credit cards, cash-on-delivery, UPI, online wallets and EMI options
Reliance Digital – ResQ
Reliance ResQ, the service arm of Reliance Digital is India's only ISO 9001 certified
electronics service brand. ResQ takes care of post-purchase needs including maintenance,
repairs and replacements.

Our extended warranty programme, ResQ Care covers part replacements and includes a
buyback option in case repair is not possible. We offer home pickup/drop-offs, stand-in
product support and more depending on a customer's needs. ResQ services are available 7
days a week, from 10 A.M. to 10 P.M.
1. Vision

Quality: We do not compromise – we have a passion for the best quality. Innovation: We
are innovative and wish to enthuse our clients. Ambition: We set high objectives and push
to achieve the best results. Honesty: We are honest towards our clients, also when it may
be unpleasant to hear our true advice

2. Mission

To attain global best practices and become a world-class utility. To create world-class
assets and infrastructure to provide the platform for faster, consistent growth for India to
become a major world economic power. To achieve excellence in service, quality,
reliability, safety and customer care

3. Aim/objective

Create synergetic effect by creating high quality and diversified portfolio Provide
diversified financial services with focused people Appreciate uniqueness of each
customer's requirements and serve the customers with product flexibility Diversification
of sources of fund Enhance Corporate value through sustained growth. The Shipping
Corporation Of India Ltd.

4. Achievements

Reliance Digital recognised as 'India's Only Electronics Retailer Super Brand' for the
second consecutive year. Reliance Retail won Guarded Retail Employees Amidst
Turbulence (GREAT) Award at TRRAIN Retail Awards 2020

Reliance in Retail:-
Reliance Retail (RRL) is a subsidiary of Reliance industries limited, which is
based in Mumbai. RRL was set up in 2006 and marks the foray of the
Reliance Group into organised retail.

RRL has been conceptualized to include growth for farmers, vendor partners,
small shopkeepers and consumers. It is based on Reliance’s backward
integration strategy, to build value chain starting from framers to consumers.

Business Division:-

Reliance Retail Ltd has a number of company-owned outlets along with a

franchisee format that would be in collaboration with Kirana shop owners.
Its various divisions are:

1. Reliance Mart:
It is designed to be an all under one
roof supermarket that again caters to household
needs.

2. Reliance Fresh:
It was the first amongst various format stores to
be launched by Reliance Retail Ltd. The ideology behind the
initiative has been to bring “Farm to fork” thereby removing
middle men and benefitting both farmer and consumer. The
stores would typically be of an area of around 3,000-5,000 sq ft. Each store is to
provide fresh fruits, vegetables and also products of Reliance select and other
related groceries.

Reliance Super:
 It will be a smaller version of the hypermarket format. It is to
offer over 10,000 products in various categories like
grocery, home care, stationery, pharmaceutical
products apparels & accessories. FMCG, Consumer
durables & IT, automotive accessories and lifestyle
products. Reliance Super stores are to be large
supermarkets with an area of 4,000 to 10,000 sq ft. And will not sell fruits
and vegetables like Reliance Fresh.

3. Reliance Digital:
It is a consumer electronics concept mega store. It is designed to
be a one stop shop for all technology solutions in the field of
consumer electronics, home appliances, information technology and
telecommunications.
• The stores are to cover an area of more than
15,000 sq ft and offer a variety of over 4,000
products spread across 150 brands along with
solution bundles to meet diverse customer needs.
The staff will counsel and guide customers not
only to buy products but also provide complete
solutions to ensure consumers buy the right product at the right price.
4. Reliance Footprint:
• It is a specialty footwear store that would offer over 25,000 pairs of
formal, casual, ethnic, party wear and sportswear in
men, women and children footwear. The store is to be
spread over 7,500 square feet and be dedicated to
footwear, handbags and accessories.
 The design of footprint was conceptualized by Pavlik of USA which is
one of the best design house in the world keeping in mind the taste
 and preferences of the Indian consumer. It shall offer brands from
Europe and America like Josef Siebel, Rockport, Hush puppies, Lee
Cooper Clarks, Levis, Nike, Adidas, and more. For kids, Cross and
Disney will be showcased.

5. Reliance Jewels:
• It is a stand-alone fine jewellery format. It is to be a one stop
shopping destination for the jewellery. Reliance Retail
ventured into gems and jewellery trade the aim of
launching 300 stores all over India within a 3 year
time frame. With a growing demand for jewellery and lower
competition.
 The gold jewellery range shall include Kolkata filigree, Rajkot
minakari jewellery, Kundan from jaipur, temple jewellery from
Kerala, Jaadu from Amritsar and more. In Diamond jewellery,
Reliance Jewels will offer the finest quality of diamonds and the
widest range of daily wear, party wear and wedding designs.
7. Reliance Trend:
• It is a specially apparel store that will sell men, women and
children’s garments. The store will carry the best of national and
international brands like John players, Peter England, Indigo Nation,
Wrangler, Rebook, and Lee, apart from in-house brands.
• The store layout is to compliment the evolving taste and preference of
fashion savvy consumers, giving them an
opportunity to view shop with ease, along with
well trained customer service associates, to
compliment the entire shopping process. Reliance
 Trends is operation with 123 stores across the country, providing
employment to so many people and planning to launch many new
stores.

The Appeals Luggage and accessories division of reliance retail has

announced the launch of their first Apparel speciality store ‘Reliance
Trends”.

All the Reliance Trends stores located at different places across Bangalore
offer some of the best Indian and International brands with each store’s area
of more than 15,000 sq. Ft. Of shopping area, and has been designed and
furnished by the best of the international design agencies to offer a high style
and lavish experience to the Indian consumer.

The store layout compliments the evolving tastes and preference of fashion
savvy consumers, giving them an opportunity to view/shop with ease, along
with an army of well trained customer service associates to compliment the
entire shopping process.

Riding on the tremendous success of Reliance Mart at variuos locations

across India, the apparel division of Reliance Retail is well on track to
democratise and make it attainable to the masses.

This is being possible by the extraordinary design pool of Indian and

international designers, integrating the international design trends and
preferences of the Indian consumers.

The company is offering solutions to common maintenance problems

through its state of the art innovative products like Ever White Shirts,
Wrinkle free range of garments, aromatic clothes for infants and quick-dry
sportswear that ensures optimum moisture management.
Product quality has been ingrained into the DNA of Reliance Trend and is
integral to the mission of “Grahak Devo Bhava”. The quality system are
designed, implemented and monitored as per international standards by a
highly competent team of professionals.

To deliver the customer the best value for their money. Only those products
that demonstrate an exemplary safety and quality meeting both implicit and
explicit needs of the consumer are approved for purchase.

Some of the quality standards that are being followed are American
Association of textiles, chemists and colourists. American Standard, ISO and
BIS methods.

For the first time in organised retail, Reliance Trends introducing Made to
Measure tailoring service offering customised fits to all the customers
buying fabric from the store at prices compatible to neighbourhood tailors.

Reliance Trends offering a homogenous mix of private label of brands across

men’s, women’s, and children’s category to fulfil every customer’s
requirements.

The Network range of garments comprises of formal office wear and

collection for men and women, while the Netplay range, showcases a smart
casual collection for the evolving workplace. The DNMX range has been
developed with a clear focus on the youth of India, offering them exclusively
crafted fashion garments like Denims, T-shirts etc.

Sparsh range of Indian wear for women, offers the finest collection of
salwar kurtas, churidars and a fast evolving Mix and Match range of
garments. An exclusive label Panda has been developed for toddlers, while
the FRENDZ range of garments would complement the wardrobes of the
growing generation of boys and girls.

Apart from this private label, the store is also offering some of the most
renowned brands in the country like Levis Strauss Signature, Peter England,
Indigo Nation, American Tourister, John Players etc. Some designer labels
either directly or through their sub brands most of these exclusively for
Reliance Trends.

Continuing the tradition of reaching out to the middle class of the country,
the current offering from Reliance Trends is easily affordable to the Indian
consumer. The specific private label called First Class, is designed to cater
to the range of garments cutting across men’s, women’s, and children’s wear
to deliver extreme value to the Indian consumers.

Taking forward the voice of Shri Mukesh Ambani, Chairman & Managing
Director, Reliance Industries Ltd, Reliance Trends deliver unmatched
affordability, quality and chain of products services to the consumer.

Reliance Retail continues to fine tune its offering and listening to its
customers and learning from them. This as the Chairman envisions, will be
the beginning of transformation of Indian Retail with benefits for the
consumer.

Private labels by Reliance Trends

External Brand In Reliance Trend
 CHAPTER-6

DATA ANALYSIS AND INTERPRETATION

DATA ANALYSIS AND INTERPRETATION

1. PLACE OF LIVING
THE FORTHCOMING SECTION DISCUSSES THE DEMOGRAPHIC DATA
PERTAINING TO PLACE OF LIVING,

Valid Cumulative
Frequency Percent
Percent Percent
RURAL 3 8.8 8.8 8.8
SEMI-
8 23.5 23.5 32.4
Valid URBAN
URBAN 23 67.6 67.6 100
Total 34 100 100
Valid RURAL Valid SEMI-URBAN Valid URBAN Valid Total

100 100

100

67.6 67.6
34

23 23.5 23.5 32.4

8 8.8 8.8 8.8
3

F r eq u en c y P er c en t Val i d P er c en t C u m u l a ti v e
P er c en t

FIGURE 1

INTERPRETATION

From the above FIGURE 1 it is interpreted that, More than 20% of the customers are
from Urban. Less than 5%are from Rural. More than 5% are from Semi-urban. So,
customers from urban area Purchase more from Reliance retail stores.
 2. OCCUPATION

THE FORTHCOMING SECTION DISCUSSES THE DEMOGRAPHIC DATA

PERTAINING TO OCCUPATION,

TABLE:2 OCCUPATION
Frequeny Percent Valid Percent Cumulative
Percent
STUDYING &
1 2.9 2.9 2.9
WORKING
HOME MAKERS 1 2.9 2.9 5.9
JOB SEEKERS 2 5.9 5.9 11.8
Valid
STUDENT 14 41.2 41.2 52.9
SELF-EMPLOYED 1 2.9 2.9 55.9
EMPLOYED 15 44.1 44.1 100.0
Total 34 100.0 100.0

Chart Title
250
200
150
100
50
0
SELF-EMPLOYED

EMPLOYED
STUDENT

Total
STUDYING & WORKING

HOME MAKERS

JOB SEEKERS

Valid

Frequeny Percent Valid Percent Cumulative Percent

FIGURE 2

INTERPRETATION

From the above FIGURE 2 it is interpreted that, Less than 5% are Working & Studying.
Less than 5% are Home makers. Near to 5%are Job seekers. Above 10% are Students.
Less than 5%of the customers are Self-employed. Near 15% are Employed. Employed
customers visit the reliance store comparatively to the other category of customers.

3. AGE
THE FORTHCOMING SECTION DISCUSSES THE DEMOGRAPHIC DATA
PERTAINING TO AGE,
TABLE:3 AGE
Frequency Percent Valid Percent Cumulative Percent

37-45 1 2.9 2.9 2.9

26-30 2 5.9 5.9 8.8
Valid 21-25 25 73.5 73.5 82.4
18-20 6 17.6 17.6 100.0
Total 34 100.0 100.0

4. PRODUCT RETURN & EXCHANGE IS EASY IN THE STORE(RELIANCE)?

Frequeny Percent Valid Percent Cumulative

Percent

SOMETIMES 15 44.1 44.1 44.1

Valid NO 3 8.8 8.8 52.9
YES 16 47.1 47.1 100.0
Total 34 100.0 100.0
FIGURE 4

INTERPRETATION

From the above FIGURE 4 it is interpreted that, More than 15% of the customers feel that
Product return & exchange is easy in reliance store. Most of the the customers feels
sometimes they can exchange the product.

5. THE CUSTOMERS ARE SINCERELY ATTENDED BY THE STAFF

THE FORTHCOMING SECTION DISCUSSES THE DEMOGRAPHIC DATA
PERTAINING TO THE CUSTOMERS ARE SINCERELY ATTENDED BY THE
STAFF,

TABLE:5 THE CUSTOMERS ARE SINCERELY ATTENDED BY THE STAFF?

Frequency Percent Valid Percent Cumulative
Percent

STRONGLY AGREE 5 14.7 14.7 14.7

AGREE 19 55.9 55.9 70.6

Valid
NEUTRAL 9 26.5 26.5 97.1
DISAGREE 1 2.9 2.9 100.0
Total 34 100.0 100.0

Frequency Percent Valid Percent Cumulative Percent

100
70.6

97.1
55.9
100
100
14.7 55.9 26.5
14.7 26.5
14.7 34
5 19 9 2.9
2.9
1
STRONG L Y AG R EE NEUTR AL D I SAG R EE To t al
AG R EE
Val i d

FIGURE 5

INTERPRETATION

From the above FIGURE 5 it is interpreted that,More than 15% of the customers agree
that customers are sincerely attended by the staff. Less than 10% feel neutral about the
customers sincerely attended by the staff.

6. MY COMPLAINTS ARE IMMEDIATELY HANDLED

THE FORTHCOMING SECTION DISCUSSES THE DEMOGRAPHIC DATA

PERTAINING TO THE COMPLAINTS ARE IMMEDIATELY HANDLED,
TABLE:6 MY COMPLAINTS ARE IMMEDIATELY HANDLED?
Frequency Percent Valid Percent Cumulative
Percent

SOMETIMES 21 61.8 61.8 61.8

Valid NEVER 2 5.9 5.9 67.6
ALWAYS 11 32.4 32.4 100.0
Total 34 100.0 100.0

Valid SOMETIMES Valid NEVER Valid ALWAYS Valid Total

100

100 100

67.6
32.4 32.4
5.9 5.9
34
11 61.8 61.8 61.8
2
21

F r eq u en c y P er c en t Val i d P er c en t C u m u l a ti v e
P er c en t

FIGURE 6

INTERPRETATION

From the above FIGURE 6 it is interpreted that,More than 20% of the customers feel
sometimes their complaints are immediately handled. Few of the customers feel that
always the complaints are immediately handled.
 7. Employees in the outlet have the knowledge to answer customers query

The forthcoming section discusses the demographic data pertaining to Employees in the
outlet have the knowledge to answer customers query,

TABLE:7 EMPLOYEES IN THE OUTLET HAVE THE KNOWLEDGE TO ANSWER

CUSTOMERS QUERY?
Frequency Percent Valid Percent Cumulative
Percent

Strongly agree 1 2.9 2.9 2.9

Agree 17 50.0 50.0 52.9
Valid Neutral 14 41.2 41.2 94.1
Strongly disagree 2 5.9 5.9 100.0
Total 34 100.0 100.0
Frequency Percent Valid Percent Cumulative Percent

100

52.9 94.1

50
100
41.2
100
50
41.2
5.9 34
2.9
2.9
2.9 17 14 5.9
1 2
Strongl y Agr ee Neu t r al Strongl y To t al
agr ee d i sagr ee
Val i d

FIGURE 7

INTERPRETATION

From the above FIGURE 7 it is interpreted that, Many customers agree the staffs in the
store have the knowledge to answer customer query. So ,the staffs in the store aren’t have
proper knowledge to answer the customer query.
 8. The outlet has convenient opening & closing time

The forthcoming section discusses the demographic data pertaining to The outlet has
convenient opening & closing time,

TABLE:8 THE OUTLET HAS CONVENIENT OPENING & CLOSING TIME?

Frequency Percent Valid Percent Cumulative
Percent
Strongly agree 2 5.9 5.9 5.9
Agree 22 64.7 64.7 70.6
Neutral 6 17.6 17.6 88.2
Valid
Disagree 1 2.9 2.9 91.2
Strongly disagree 3 8.8 8.8 100.0
Total 34 100.0 100.0

250

200 70.6 100

150
64.7
100 88.2 100
100
64.7 91.2
50 17.6
5.9
5.9 22 17.6 8.8 34
5.9
2 6 2.9
1 8.8
3
0
Strongly Agree Neutral Disagree Strongly Total
agree disagree
Valid

Frequency Percent Valid Percent Cumulative Percent

FIGURE 8

INTERPRETATION

From the above FIGURE 8 it is interpreted that, Customers agree the outlet has
convenient opening & closing time. Few of the customers strongly agree with it.

9. Does the retail outlet give followup to customer requests well in time
The forthcoming section discusses the demographic data pertaining to Does the retail
outlet give followup to customer requests well in time,

TABLE:9 DOES THE RETAIL OUTLET GIVE FOLLOW UP TO CUSTOMER

REQUESTS WELL IN TIME?
Frequency Percent Valid Percent Cumulative
Percent

Sometimes 10 29.4 29.4 29.4

No 6 17.6 17.6 47.1
Valid
Yes 18 52.9 52.9 100.0
Total 34 100.0 100.0

Valid Sometimes Valid No Valid Yes

100

52.9 52.9

47.1
17.6 17.6
18
6 29.4 29.4 29.4
10

F r eq u en c y P er c en t Val i d P er c en t C u m u l a ti v e
P er c en t

FIGURE 9

INTERPRETATION

From the above FIGURE 9 it is interpreted that, Customers strongly feel the retail outlet
give follow up to customers requests well in time. Only few customers feel sometimes
their retail outlet give follow up to customers requests well in time.
 10. Retailer is consistent in providing service

The forthcoming section discusses the demographic data pertaining to Retailer is

consistent in providing service,

TABLE:10 RETAILER IS CONSISTENT IN PROVIDING SERVICE?

Frequency Percent Valid Percent Cumulative
Percent

Strongly agree 1 2.9 2.9 2.9

Agree 18 52.9 52.9 55.9
Valid Neutral 14 41.2 41.2 97.1
Strongly disagree 1 2.9 2.9 100.0
Total 34 100.0 100.0

Frequency Percent Valid Percent Cumulative Percent

100

55.9 97.1

52.9
100
41.2
100
52.9
41.2
34
2.9
2.9
2.9 18 14 2.9
2.9
1 1
Strongl y Agr ee Neu t r al Strongl y To t al
agr ee d i sagr ee
Val i d

FIGURE 10

INTERPRETATION

From the above FIGURE 10 it is interpreted that, More than 15%of the customers agree
retailer is consistent in providing service. Only partial customers feel neutral regarding
retailer is consistent in providing service.
 11. Are you aware about the service provided by the retailer

The forthcoming section discusses the demographic data pertaining to awareness about
the service provided by the retailer,

TABLE:11 ARE YOU AWARE ABOUT THE SERVICES PROVIDED BY THE

RETAILER?
Frequency Percent Valid Percent Cumulative
Percent

Strongly agree 1 2.9 2.9 2.9

Agree 16 47.1 47.1 50.0

Valid
Neutral 11 32.4 32.4 82.4
Disagree 6 17.6 17.6 100.0
Total 34 100.0 100.0

Frequency Percent Valid Percent Cumulative Percent

100

50
82.4

47.1 100
100
32.4
47.1
32.4 17.6
17.6 34
2.9
2.9
2.9 16 11 6
1
Strongl y Agr ee Neu t r al D i sagr ee To t al
agr ee
Val i d

FIGURE 11

INTERPRETATION

From the above FIGURE 11 it is interpreted that, Many of the customers agree that they
are aware about the services provided by the retailer.Only few customers strongly agree
about that they aware about the services provided by the retailer.

12. Are you aware about the quality / variety of products sold by the outlet

The forthcoming section discusses the demographic data pertaining to awareness about
the quality / variety of products sold by the outlet,
TABLE:12 ARE YOU AWARE ABOUT THE QUALITY / VARIETY OF PRODUCTS
SOLD BY THE OUTLET?
Frequency Percent Valid Percent Cumulative
Percent

AGREE 17 50.0 50.0 50.0

Valid NEUTRAL 17 50.0 50.0 100.0
Total 34 100.0 100.0

Valid AGREE Valid NEUTRAL Valid Total

100 100

100

50 50

34

17 50 50 50
17

F r eq u en c y P er c en t Val i d P er c en t C u m u l a ti v e
P er c en t

FIGURE 12

INTERPRETATION

From the above FIGURE 12 it is interpreted that, Customers equally feel agree & Neutral
about the quality/variety of products sold by the outlet. So, The customers of reliance
retail partially aware about the quality /variety of products sold by the outlet.
 13. Customers are free to take their own time in selecting the products according
to their needs

The forthcoming section discusses the demographic data pertaining to Customers are
free to take their own time in selecting the products according to their needs

TABLE:13 CUSTOMERS ARE FREE TO TAKE THEIR OWN TIME IN SELECTING

THE PRODUCTS ACCORDING TO THEIR NEEDS?
Frequency Percent Valid Percent Cumulative
Percent

STRONGLY AGREE 16 47.1 47.1 47.1

AGREE 12 35.3 35.3 82.4

Valid
NEUTRAL 5 14.7 14.7 97.1
DISAGREE 1 2.9 2.9 100.0
Total 34 100.0 100.0
Frequency Percent Valid Percent Cumulative Percent

100

47.1
82.4

47.1 97.1 100

35.3
100
47.1
35.3 14.7
14.7 34
16 12 5 2.9
2.9
1
STRONG L Y AG R EE NEUTR AL D I SAG R EE To t al
AG R EE
Val i d

FIGURE 13

INTERPRETATION

From the above FIGURE 13 it is interpreted that, Reliance store customers strongly agree
that they are free to take their own time in selecting the products according to their needs.
So, Reliance customers are free to choose their products according to their needs.
 CHAPTER 5

FINDING &SUGGESTIONS

CONCLUSION
 4.1 SUMMARY FINDINGS

 The reliance store has to concentrate more on Rural & Semi-urban areas.

 The Store has to focus on customers in the age group of 21-25.

 The product return & exchange for customers has to be made easy in the store to
avoid frustration to customers.
 The staff of the store has to attend the customers on a high rate in order to extend
the customer relationship & Hospitality.
 The store has to concentrate more on complaints handling procedures.

 The staffs in the store need to have an adequate knowledge regarding product &
offers.
 The awareness among the customers regarding the variety of products sold & the
quality of the product need to be improved.
 SUGGESTIONS

These 1 month of my internship was a good learning experience for me. I was exposed to
the practical aspects of Marketing and Retailing. While carrying out this project work at
Velachery, I got the opportunity to gain a substantial knowledge about the Retail market
Scenario. After completing this project, there were certain suggestions and
recommendations in my mind which would help in the promotion of the product in a
better way. They are:

Visibility of the products should be increased.

Since not much promotional activity is undertaken by the Company, product and brand
awareness is very low among the masses. There are no promotional advertisements on
television. While it’s major competitor very earlier aired its advertisements on television.
Proper promotional activity should be undertaken in order to enhance the visibility of the
product.

Advertisements should be given on the high circulation newspapers of the region.

Services of Reliance should be improved.
As per the customers feedback, many of the people were not satisfied with product as
well as the customer service provided by the Reliance. This was one of the few reasons,
why people were reluctant to buy Reliance product.

Close link should be established with customers through customer relations programs and
try to meet their requirement regarding product and services and to make them aware
about both product and promotions.
Come with more promotional offers in categories like staples and FMCGs which are the
most selling goods in store.
Come with promotion in vernacular languages.
In order to counter challenges of home delivery service by local retailers, channelize
among customers the idea of getting acquainted with more variety of products when they
visit store. And come with more promotional offers on weekends and holidays.
Promote the areas where Reliance Fresh stores, have an upper hand like correct weight
and measures, values packs of goods, quality service and ambience.
In minds of consumers, “Reliance Fresh” has two basic features:-The products (F&V;
daily) are fresh. The price is lower when compared with the local markets and other
competitors.
Rightsizing is desired in certain stores. A large area is occupied by categories like
apparels which have very limited sales but rent has to be paid for the area.
Long queues too often discourage people to shop in Reliance Fresh store especially the
customers who purchase smaller quantities of good (say Rs. 10 bread). So number of tills
in each store should be between depending upon factors like and stateside. In rush hour
i.e.. between 6pm – 8pm reserve at least one till (bill counter) for small quantity
purchases.
Differentiate the Reliance Fresh stores in clusters themselves in their appearance (i.e..
Colour combination store furniture etc.) in order to generate consumer interest. Also keep
on changing after certain time.
 CONCLUSION

Finally analyzing all the factors responsible for increasing sales and the no. of customers
in Reliance Fresh store, through various data analysis like Percentage and Graph analysis,
I came to a conclusion that Reliance Retail should give emphasis on the measures taken
to increase the Footfall or Ticket Size or Catchment area. Reliance does not provide any
Advertisement about its products and Services whereas its main competitor Big Bazaar
does. So, the company should focus on the tools present to analysis its customer and
various other factors.

Also the Reliance group has a major focus on achieving customer needs and their
satisfaction level and not to those who made it possible. There are multitudinous
programs and events taking place to attract a large amount of crowd from the respective
locations. But the industry should also keep in mind the integrated efforts made by the
team i.e. the CSA’s, Store Supervisors, Store Manager and the people involved in store
activities for the enhancement customers attraction by the store and finally maximization
of revenue. Because, ultimately it is the sales personnel of any background upon whom
the future of the organization depends.
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