INDUSTY INTERNSHIP REPORT

on

A STUDY ON THE EFFECTIVENESS OF SERVICES PROVIDED TO

CUSTOMERS OF RELIANCE FRESH IN HYDERABAD

(Report submitted in partial fulfillment of the requirement for the award of

Post-Graduation Diploma in Management)

Title of the On Job Training (OJT) Report

Understanding shopper behavior and evaluation of customer experience at selected
stores of Reliance Retail.

RELIANCE RETAIL LIMITED, HYDERABAD

M. Manichandana
(2018-20 Batch)
PGDM-27-088

Faculty Guide Corporate Guide

Mr. Subash Tej Mr. Vimal Patel

Assistant Professor-Dept. of Data Sciences Chief Manager Marketing & Services

Signature of Faculty Guide

SivaSivani Institute of Management

Kompally, Secunderabad-500014

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 CONTENT PAGE

Chapter No Content Page No

Brief Report on OJT 3-4

Chapter I Introduction 5-24

Chapter II Review of Literature 25-26

Chapter III Research Methodology 27-28

Chapter IV Data Analysis 29-32

Chapter V Summary &Conclusions 33-34

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 BRIEF REPORT ON OJT
Name Of The Company - Reliance Retail Limited.

Place - Hyderabad

Duration - May 15th – July 10th

Title of OJT

Understanding shopper behavior and evaluation of customer experience at selected stores of

Reliance Retail.

About Internship:

Intention of this project is to get assistance from customer feedback for not only identify problem areas and
looking for ways to improve the service we provide.

The project work includes collecting data as management trainee at Reliance Retail Value Chains. Trainees
were assigned to each store, store changes every week. We have to be present at store every day. We have
to interact with certain no. of customers, document the feedback in prescribed format in a questionnaire
provided by them.

Most importantly, I collate a report of the questionnaires filled on a daily basis and submit it regularly using
SurveyMonkey.

My internship was went through different phrases which are following:

PHASE -1: In this phase an extensive training was given to us about basic terminology used in retail work
that is to be done in any store.

PHASE-2: Interact with the customer and conducting an exit interview with Pen and Paper(PAPI) and
take their feedback on the structured questionnaire and send the daily report to Reliance headquarter
using SurveyMonkey.

Convenience Sampling was used while doing it as customer feedback was taken as per our convenience.

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Plan of Action:
 First day when I visited the store I was not able to reach my target as the customers were not
interesting giving the feedback. From my observation I understood how to convince the customers
and collect the required information and accomplished my target successfully.
 I also learnt how to manage the people and understand the customers shopping experience at the
reliance stores
 Now I am familiar with the different brands and variety of products under that brand in the reliance
digital stores, the discount schemes, promotions offered by the reliance stores to retain the old
customers and attract the new customers
 I can see great improvisation in my observation, listening and speaking skills.

Learning Outcomes

 Strengths-Good communication skills and ability to convince customers in a relevant manner.

 Weakness-Initially, while interacting with the customers, I was very shy and thereafter day by day
my confident levels were grown up, so far for doing this work no weakness is seen as I am confident
and well trained for conversation with customers.
 Opportunities-when I went to jio store some of the customers asking me the doubts about there
problems it's a nice opportunity to explain them about problems and solving
 Challenges- The main challenge daily faced was fulfilling the targets and online punching the data.

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 Chapter-1
INTRODUCTION
Reliance Retail is the retail initiative of the group and an epi center of our consumer facing
businesses. It has in a short time forged strong and enduring bonds with millions of consumers by providing
them unlimited choice, outstanding value proposition, superior quality and unmatched experience across
all its retail stores.

Since its inception in 2006, Reliance Retail has grown to cater to millions of customers, and
thousands of farmers and vendors. Reliance Retail serves over 5 million customers every week and has the
patronage of more than 50 million customers. Our nationwide network of retail outlets delivers a world-
class shopping environment and unmatched customer experience powered by our state-of-the-art
technology and seamless supply-chain infrastructure.

Reliance Retail has adopted a multi-prong strategy and operates neighborhood stores, supermarkets,
hypermarkets, wholesale cash & carry stores, specialty stores and online stores and has democratized access
to all types of products and services across all segments for all Indian consumers.

Reliance Retail has achieved the distinction of being the largest retailer in the country. Reliance
Retail’s commitment to bettering lives has been embodied in its pursuit to make a difference on social
socio-economic issues in India. The initiative has brought large number of farmers and small producers to
the forefront of the retail revolution by partnering with them for growth.

Deep insight into India’s economic, cultural and consumption diversity drives Reliance Retail’s
vision in the retail universe. The operating model is based on customer centricity, while leveraging common
centr of excellence in technology, business processes and supply chain. More importantly, it has built a
strong and unwavering foundation through its extraordinary people.

Retail has emerged as the partner of choice for international brands and has established exclusive
partnerships with many revered international brands such as Armani Exchange, Burberry, Canali, Pottery
Barn, Diesel, Superdry, Hamleys, Ermenegildo Zegna, Marks and Spencer, Paul & Shark, Thomas Pink,
Brooks Brothers, Steve Madden, Grand Vision and many more.

Reliance Retail operates nearly 10,000 stores pan India with nearly 21 million square feet of retail
space and is growing rapidly.

5
 Retailers are the final link in the supply chain between manufacturers and consumers. Retailing is
important because it allows manufacturers to focus on producing goods without having to be distracted
by the enormous amount of effort that it takes to interact with the end-user customers who want to
purchase those goods.

Retailers should make the purchase of goods easy for the consumer. That's why retail stores have
salespeople, why Internet shopping websites have customer service instant chat popups, and why
catalogues have descriptions, photos, and toll-free phone numbers.

Retailing is about displaying products, describing the features and benefits of products, stocking
products, processing payments and doing whatever it takes to get the right products at the right price to
the right customers at the right time. Some retailers offer additional services to the retail transaction like
personal shopping consultations, and gift wrapping to add something extra to the retail customer
experience and exceed the retail customer experience.

Difference Between Retail and Wholesale:

Wholesalers sell in large bulk quantities, without worrying about many of the aspects of retailing that
consumers expect like visual merchandising. Wholesalers do not want to deal with a large number of
end-user customers. Rather, their goal is to sell large quantities to a small number of retailing companies

It is rare for a wholesaler to sell goods directly to consumers. The exception to that would be
membership warehouse clubs like Costco, Sam's and Bj's Wholesale. These members-only retail stores
are a hybrid of wholesaling and retailing in that they sell directly to consumers, but they sell in large
quantities, which often allows them to sell at prices that are lower than other retailers that sell in small
quantities from impeccably merchandised stores in high-rent shopping districts.

The big difference between wholesale and retail is in the price. The retail price is always more than the
wholesale price. The reason for this is because the added cost of selling merchandise to end-user
customers - labour, rent, advertising, etc. - is factored into the pricing of the merchandise. The
wholesaler doesn’t have to deal with such expenses, which allows him to sell goods at a lower cost.

6
 How Does the Retail Supply Chain Work?

The retail supply chain consists of manufacturers, wholesalers, retailers and the consumer (end
user). The wholesaler is directly connected to the manufacturer, while the retailer is connected to the
wholesaler, and not to the manufacturer.

Here are the roles of the key players in a typical retail supply chain:

 Manufacturers: Produce the goods, using machines, raw materials, and labor.
 Wholesalers: Purchase finished goods from the manufacturers and sell those goods to retailers in
large bulk quantities.
 Retailers: Sell the goods in small quantities to the end-user at a higher price, theoretically at the
MSRP (Manufacturers Suggested Retail Price).
 Consumer: End-user who buys the goods (or “shops”) from the retailer for personal use.

The retail industry is mainly divided into:-

1) Organised and 2) Unorganised Retailing

 Organised retailing refers to trading activities undertaken by licensed retailers, that is, those who
are registered for sales tax, income tax, etc. These include the corporate-backed hypermarkets and
retail chains, and also the privately owned large retail businesses.
 Unorganised retailing, on the other hand, refers to the traditional formats of low-cost retailing, for
example, the local kirana shops, owner manned general stores, paan/beedi shops, convenience
stores, hand cart and pavement vendors, etc.

Types of Retailing:

 Store Retailing: Department store is the best form of store retailing, to attract a number of customers.
The other types of store retailing include, speciality store, supermarket, convenience store, catalogue
showroom, drug store, super store, discount store, extreme value store. Different competitive and pricing
strategy is adopted by different store retailers.

 Non-store Retailing: It is evident from the name itself, that when the selling of merchandise takes place
outside the conventional shops or stores, it is termed as non-store retailing. It is classified as under:

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 Direct marketing: In this process, consumer direct channels are employed by the company to reach
and deliver products to the customers. It includes direct mail marketing, catalogue marketing,
telemarketing, online shopping etc.

 Direct selling: Otherwise called as multilevel selling and network selling, that involves door to door
selling or at home sales parties. Here, in this process the sales person of the company visits the home
of the host, who has invited acquaintances, the sales person demonstrates the products and take
orders.

 Automatic vending: Vending machines are primarily found in offices, factories, gasoline stations,
large retail stores, restaurants etc. which offer a variety of products including impulse goods such as
coffee, candy, newspaper, soft drinks etc.

 Buying service: The retail organization serves a number of clients collectively, such as employees
of an organization, who are authorized to purchase goods from specific retailers that have contracted
to give discount, in exchange for membership.

 Corporate Retailing: It includes retail organizations such as corporate chain store, franchises,
retailer and consumer cooperatives and merchandising conglomerates. There are a number of
advantages that these organizations can achieve jointly, such as economies of scale, better and
qualified employees, wider brand recognition, etc.

With the emergence of new forms of retailing, competition is also increasing between them. It is one of
the fast-growing and challenging industry.

World’s Retail Chains:

The largest US retail companies on the 2016 World's Biggest Retail Chains List demonstrate the
dominance of U.S. based retail chains both at home and abroad. For the first time in a decade, the first,
second, and third largest retail companies in the world are all U.S. retail companies. Walmart, Costco,
Kroger, are the World's Biggest Retail Chains in terms of annual revenue. That's according to the 2016
Global Powers of Retailing report, which is published each year by Deloitte Touché
Tohmatsu and STORES Magazine. Walmart- It started small, with a single discount store and the
simple idea of selling more for less, has grown over the last 50 years into the largest retailer in the
world. Each week, nearly 270 million customers and members visit our more than 11,700 stores under
65 banners in 28 countries and e-commerce websites. With fiscal year 2018 revenue of $500.3 billion,
Walmart employs approximately 2.3 million associates worldwide. Walmart continues to be a leader in

8
sustainability, corporate philanthropy and employment opportunity. It’s all part of our unwavering
commitment to creating opportunities and bringing value to customers and communities around the
world.

Costco- Costco Wholesale Corporation operates an international chain of membership warehouses,

mainly under the "Costco Wholesale" name, that carry quality, brand name merchandise at substantially
lower prices than are typically found at conventional wholesale or retail sources. The warehouses are
designed to help small-to-medium-sized businesses reduce costs in purchasing for resale and for
everyday business use. Individuals may also purchase for their personal needs.

Kroger- Kroger has successfully competed in an ever-changing retail landscape throughout our history.
We know we can accomplish Restock Kroger because it is built on a foundation of our strengths,
including:
• Kroger has more data than any of our competitors, which leads to deep customer knowledge and
unparalleled personalization. We use this data to improve our customers’ experience.
• We have incredibly convenient locations and platforms for pickup and delivery within one-to-two
miles of our customers.
• We have a leadership team that combines deep experience with creative new talent.

9
Retailing in India:

 The country has high market potential, low economic risk and moderate political risk.
 India is expected to become the world's third-largest consumer economy, reaching US$ 400 billion
in consumption by 2025, according to a study by Boston Consulting Group.
 India is ranked first in the Global Retail Development Index 2017, backed by rising middle class
and rapidly growing consumer spending
 India’s retail market witnessed investments worth US$800 million by Private Equity (PE) firms and
wealth funds in 2017.
 Department of Industrial Policy and Promotion (DIPP) approved three foreign direct investments
(FDI), Mountain Trail Food, Kohler India Corporation, and Merlin Entertainments India in the

10
Growth:
 Due to the large scope of business and high growth potential, India is attracting investors across the
globe. In FDI Confidence Index, India ranks 8th (after U.S., Germany, China, UK, Canada, Japan,
and France).
 India is all set to gain from the latest FDI policy in retail.
 There has been an increase in purchasing power of the consumer due to easy availability of credit
which has given a push to higher value items and encouraged repeated purchases. There has been a
clear shift in consumer mindset in buying. They are more educated and well informed. They have
become more experimenting and are willing to try and buy products which they haven’t been used
as yet. The expansion of middle class has led to higher purchases of luxury products and brand
consciousness. Significant growth in discretionary income and changing lifestyles are among the
major growth drivers of Indian retail industry.
 With GST taking its shape, it has helped the retailers simplify its tax structure. This will lead to
better supply chain structure, better cash flows, pricing, and profitability.

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Opportunities:

 Rural markets show high growth potential if tapped with the right set of products and pricing. With
increasing investments in infrastructure, connectivity to such towns is now becoming easier. This
helps the retailer to increase reach in such high potential markets.
 The private label space in the organized Indian retail industry has begun experiencing an increased
level of activity. The share of private label strategy in the US and the UK markets is 19 per cent and
39 per cent, respectively, while its share in India is just 6 percent. Thus this gives a tremendous
opportunity for the home-grown label to expand its base.
 India ‘s price competitiveness attracts large retail players to use it as a sourcing base.
 Many international retailers are increasing their sourcing from India and are moving from third-
party buying offices to establishing their own wholly-owned/wholly-managed sourcing and buying
offices.

Challenges:

 Although retail industry in India is on a growing track not everyone has tasted success. Due to
various diversities in the state policies and local influences, it becomes a larger hindrance for the
retail to expand rapidly.

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  The high cost of real estate, deep discounting from e-tailers, non-availability of skilled labor in rural
market are a few challenges that may hinder the growth of retail industry. Innovative concepts and
model shall survive the test of time and investment.

10 Major Factors Responsible for the Growth of Organised Retailing in India

1. Growth of middle class consumers:

In India the number of middle class consumer is growing rapidly. With rising consumer
demand and greater disposable income has given opportunity of retail industry to grow and prosper.

2. Increase in the number of working women:

Today the urban women are literate and qualified. They have to maintain a balance between
home and work. The purchasing habit of the working women is different from the home maker.

3. Value for money:

Organised retail deals in high volume and are able to enjoy economies of large scale
production and distribution. They eliminate intermediaries in distribution channel.

4. Emerging rural market:

Today the rural market in India is facing stiff competition in retail sector also. The rural
market in India is fast emerging as the rural consumers are becoming quality conscious.

5. Entry of corporate sector:

Large business tycoons such as Tata’s, Birla’s, and Reliance etc. have entered the retail
sector. They are in a position to provide quality products and entertainment.

6. Entry of foreign retailers:

Indian retail sector is catching the interest of foreign retailers. Due to liberalisation
multinationals have entered out country through joint ventures and franchising. This further is
responsible for boosting organised retailing.

7. Technological impact:
Technology is one of the dynamic factors responsible for the growth of organised retailing.
Introduction of computerization, electronic media and marketing information system have changed
the face of retailing. Organized retailing in India has a huge scope because of the vast market and
the growing consciousness of the consumer about product quality and services.

13
8. Rise in income:
Increase in the literacy level has resulted into growth of income among the population. Such
sgrowth has taken place not only in the cities but also in towns and remote areas.

9. Media explosion:
There has been an explosion in media due to satellite television and internet. Indian
consumers are exposed to the lifestyle of countries. Their expectations for quality products have
risen and they are demanding more choice and money value services and conveniences.

10. Rise of consumerism:

With the emergence of consumerism, the retailer faces a more knowledgeable and
demanding consumer. As the business exist to satisfy consumer needs, the growing consumer
expectation has forced the retail organizations to change their format of retail trade. Consumer
demand, convenience, comfort, time, location etc. are the important factors for the growth of
organised retailing in India.

Types of organised retail sectors in India:

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Problems Faced by Indian Retailers:

 The organized retail industry in India is faced with stiff Competition from the unorganized sector.
 There is a shortage of quality in real estate and infrastructure requirements in our country.
 Opposition to Foreign Direct Investment from small traders affects retail industry.
 Shortage of retail space in central and downtown locations also hinders the growth of retail industry.
 The organized retail industry is facing lot of opposition from traders, politicians and the government
has to formulate a separate policy for the industry.
 Retail majors are under serious pressure to improve their supply chain systems and distribution
channels and reach the levels of quality and service desired by the consumers.
 Peoples are not willing to pay online.

Indian Retailers:

15
COMPETITION OVERVIEW:
Profile of the Major Players
Pantaloon Retail-

Pantaloon Retail (India) Limited, is India’s leading retail company with presence across multiple
lines of businesses. The company owns and manages multiple retail formats that cater to a wide
cross-section of the Indian society and is able to capture almost the entire consumption basket of
the Indian consumer. Headquartered in Mumbai (Bombay), the company operates through 4 million
square feet of retail space, has over 140 stores across 32 cities in India and employs over 14,000
people. The company registered a turnover of Rs 20.19 billion for FY 2005-06. Pantaloon Retail
forayed into modern retail in 1997 with the launching of fashion retail chain, Pantaloons in Kolkata.
In 2001, it launched Big Bazaar, a hypermarket chain that combines the look and feel of Indian
bazaars, with aspects of modern retail, like choice, convenience and hygiene. The group’s subsidiary
companies include, Home Solutions Retail India Ltd, Pantaloon Industries Ltd, Galaxy
Entertainment and Indus League Clothing. The group also has joint venture companies with a
number of partners including French retailer Etam group, Lee Cooper, Manipal Healthcare,
Talwalkar’s, Gini & Jony and Liberty Shoes. Planet Retail, a group company owns the franchisee
of international brands like Marks & Spencer, Debenhams, Next and Guess in India.

Lifestyle International –

Lifestyle International Holdings Ltd’s principal activity is the operation of lifestyle department store
and retail outlets. It focuses on high-end department store format. As of December 31, 2005,
Lifestyle International operated its retailing business through two brand names, SOGO and
Jiuguang. The SOGO Department Stores consists of the Company's flagship department store,
SOGO CWB, in Causeway Bay, Hong Kong, and the Tsimshatsui store, which features a slightly
different format that targets younger group of customers. The Jiuguang Department Store, which is
located in Shanghai, has a similar business format as that of the SOGO store. During the year ended
December 31, 2005, it launched SOGO CLUB, a lifestyle service centre. Some of the Company’s
subsidiaries include Asia Kinetic Limited, Congenial Company Limited, Eastlord Development
Limited, Everwin Worldwide Limited and Fine Shine Limited.

16
RPG Retail –

RPG Enterprises is one of India’s largest business conglomerates, with a turnover of US$ 1.65
billion (Rs 7,472 crore) and assets worth US$ 1.8 billion. Since its inception in 1979, RPG
Enterprises has been one of the fastest growing groups in India with more than 20 companies
operating successfully in 7 business sectors: Retail, IT & Communications, Entertainment, Power,
Transmission, Tyres and Life Sciences. Corporate Catalyst India A report on Indian Retail Industry
Spencer’s retail is the largest supermarket chain in India. Spencer’s retail offers the complete gamut
of products & durables ranging from bread to bed covers; from toothpaste to television. Spencer’s
today is operating across 80 stores spread across 20 cities in the country with a retail trading area of
more than half a million square feet, and rapidly growing. Spencer’s Retail is located in various
parts of India like Chennai, Hyderabad, Vizag, Bangalore, Mumbai, Aurangabad, Pune, Ghaziabad,
Faridabad, Delhi, Cochin, Trivandrum and many more to come by this financial year.
Shopper’s Stop-

The foundation of Shoppers’ Stop was laid on October 27, 1991 by the K. Raheja Corp. group of
companies. From its inception, Shoppers’ Stop has progressed from being a single brand shop to
becoming a Fashion & Lifestyle store for the family. Shoppers’ Stop is the only retailer from India
to become a member of the prestigious Intercontinental Group of Departmental Stores (IGDS). The
IGDS consists of 29 experienced retailers from all over the world, which include established stores
like Selfridges (England), Karstadt (Germany), Shanghai No. 1 (China), Matahari (Indonesia),
Takashimaya (Japan), C K Tang (Singapore), Manor (Switzerland) and Lamcy Plaza (Dubai). This
membership is restricted to one member organization per country/region.

Trent (Tata)-

(Tata) was established in 1998, Trent operates some of the nation’s largest and fastest growing retail
store chains. A beginning was made in 1998 with Westside, a lifestyle retail chain, which was
followed up in 2004 with Star India Bazaar, a hypermarket with a large assortment of products at
the lowest prices. In 2005, it acquired Landmark, India’s largest book and music retailer. In a
recently signed deal, Trent has agreed to anchor 12 malls set up by DLF Universal Ltd across the
country, at its Westside, Landmark and Star India Bazaar outlets. This amounts to about 27
locations, totalling to about a million square feet of space.

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 Vivek Ltd-

Vivek Limited, is the largest Consumer Electronics & Home Appliances retail chain in India, with
14 world class showrooms in Chennai, Bangalore and Salem; covering a retail space area of over
1,00,000 sq. ft and a turnover of over Rs. 1 billion (US $ 23 Million). Its brand, VIVEKS, is now a
household name. The group’s turnover, comprising of interests in distribution of consumer products;
finance, safe deposit lockers; property development and real estate, is about 2 Billion (US $ 46
Million). Vivek Ltd proposes to expand its operations in Karnataka and also open outlets in Andhra
Pradesh. The company is working on a plan to open three retail outlets in Mysore, Hubli and
Corporate Catalyst India A report on Indian Retail Industry Mangalore in Karnataka and in
Hyderabad, Vijayawada and Visakhapatnam in Andhra Pradesh. Viveks currently has 22
showrooms in 5 cities.

Reliance Fresh:

Reliance Retail started its journey in 2006 with the opening of its first Reliance Fresh store. Today
Reliance Retail operates over 513 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.

Across their stores, they retain a strong customer centric approach to meet all their shopping needs
- be it routine or seasonal, well known brands or popular local products.

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 time to move
fresh produce and reducing intermediaries in the value chain thereby benefiting all.

Its product portfolio includes:

 Dairy products
 Bars
 Fresh Juice
 Groceries
 Staples

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  Vegetables
 Fresh Fruits
 Beverages
 Fresh and frozen products
 Confectionery and Desserts
 Health Food and Breakfast items
 Sauces and Condiments

Reliance Smart:

Reliance Smart is a new age supermarket serving the needs of today’s smart and value seeking
customers. Reliance Smart offers a one-stop shopping experience by offering fresh produce, bakery,
dairy products, home and personal care products, general merchandise and in many cases are co-
located with our fashion & electronics store Reliance Trends and Reliance Digital, making it a
complete shopping destination.

Reliance Smart’s incredible value proposition rewards shoppers more & more for bigger purchase,
every single time they shop with 100% assortment being offered below MRP all year round, while
delivering a world-class shopping experience.

Reliance Market:

Reliance Retail opened the first Reliance Market in 2011 and since then Reliance Market has grown
rapidly with 43 stores serving over 2.5 million member partners.
Reliance Market operates on the principle of 'less is more' i.e. 'buy for less' – 'operate for less' – 'sell
for less' relying on higher efficiency of asset utilisation and passing on higher value to customers.
The societal value thus created by Reliance Markets helps in supporting member partners to be more
profitable.

Reliance Market enjoys strong patronage of its registered member partners by offering them a wide
assortment of groceries, home and personal care products, consumables, general merchandise,
apparel, footwear and home appliances. By sharing benefits of strong sourcing capabilities and
relationships with a large network of vendors, Reliance Market offers regional, national and
international brands to its partners and help them prosper.

19
 Reliance Market’s strong own brand portfolio further brings relevant offerings to its shelves thereby
offering large assortment of core and complementary products.

Reliance Digital:

Reliance Digital offers over 200 national and international brands offering a widest assortment of
products spanning across Audio & Video products, Digital Cameras, Durables like Air
Conditioners, Refrigerators, Washing Machines, Microwave Ovens, Water Purifiers, Kitchen and
Home Appliances, Gaming Consoles & Games, Computers, Laptops, Tablets & Peripherals, Mobile
and Fixed line instruments as well as a wide range of accessories and new-age gadgets across all
major product categories. Reliance Digital offers its customers a delightful shopping experience and
help them in bringing home the latest & best of technology at unbeatable price.

Reliance Retail operates ResQ, the service arm of Digital. It is a full-fledged service organisation
and is India’s first multi-product, multi-brand and multi-location service network that provides
solutions encompassing end-to-end product life cycle requirements for the entire range of Consumer
Durables and Information Technology products and other value-added services.

Jio Stores:

Jio Stores caters to the rapidly growing market for mobility and communication products offering a
wide range of mobile phones, tablets and accessories. Within a short span of time Reliance Jio
Stores has grown to become India’s largest retail chain with presence in over 3,700 cities. The chain
is increasingly becoming a distribution platform for a large number of national and international
brands as it offers widest distribution reach in India.

Reliance Trends:

Reliance Trends is a leading lifestyle retail chain with over 458 retail stores across India. Reliance
Trends offers stylish, high-quality products across Womenswear, Lingerie, Menswear, Kids wear
and fashion accessories through a diversified portfolio of own brands, national and international
brands.

The uniqueness of the store is the core, which delivers "fashion at great value". Spread over 8,000
– 24,000 square feet of shopping area, each Reliance Trends store is designed to offer a unique

20
 shopping experience for the entire family through wide aisles, coordinated displays and highly
trained fashion professionals offering best in class customer assistance.

The company entered the online fashion retail business through AJIO.com, targeting shoppers with
high-margin, curated fashion. The portal, named after its telecom unit Reliance Jio and upcoming
digital wallet Jio Money, was tested on company employees for three months before its official
launch.

The company has also deployed AJIO browsing kiosks across selected Reliance Trends stores to
help customers order on the online platform from the bricks-and-mortar stores.

Reliance Footprint:

Reliance Footprint is a leading specialty family footwear retail chain that caters to the footwear
needs of the entire family. Reliance Footprint offers widest range of international, domestic and
Reliance owned brands across men’s footwear, women’s footwear, kid’s footwear, handbags,
backpacks, luggage, socks, belts, wallets and shoe care products.

At Reliance Footprint, we believe in the quality of our products and service which is the sole reason
for our success. Be it indoor, outdoor, formals, casuals, sports, parties, ethnic or occasional, we offer
the best in-trend fashion footwear and accessories for all age groups.

Reliance Jewels:

Reliance Jewels is India’s leading fine jewellery retail chain. With its first store opening in 2007,
Reliance Jewels today extends its reach to 68 stores across India. At Reliance Jewels, customers are
assured of the widest range, stunning designs, guaranteed purity & quality and a pleasant shopping
experience. The product collection hosts an extensive range starting from traditional gold jewellery
including Kundan, Polki, Filigree and Temple that showcases the legendary design and
craftsmanship of various parts of India right up to contemporary diamond jewellery & solitaires.

21
Customers:

Targeted customers are predominantly middle class. Accordingly, it provides products with high discount
rates and for middle or low income groups it provides wide range of products.
They use various motivating phrases for their employees, so that they serve customers in better ways.
Competitors:
 RELIANCE SMART

1. BIYANI GROUP
i. Pantaloons Retail
ii. Big Bazaar
2.Tata group- Star India Bazaar
3. K. RAHEJA GROUP- Shopper’s Stop
4. RPG GROUP- Spencer’s Hypermarket
 RELIANCE FRESH
1. BIYANI GROUP- Food Bazaar
2. A.B. BIRLA GROUP- Trinethra /Birla Supermarkets
 RELIANCE TRENDS-
1. BIYANI GROUP -
i. Brand Factory
ii. Fashion Station
iii. Blue Sky
iv. Lee Cooper
2. GROUP- Westside Trent Fashion Yatra
 Reliance Digital-
1. TATA GROUP- Croma Retail

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  Reliance Jewels-
1. BIYANI GROUP- Navaras
2. TATA GROUP- Tanishq

 Reliance Market-
1.Metro cash &carry

 Reliance Jio-
1.Vodafone
2.Airtel
3.Idea

Competitive Advantage:

1. Diversified portfolio of stores across various consumption baskets -

Reliance Retail has developed and strategically positioned wide array of stores with a mind-set to serve
customers and achieve leadership within its category. The strategy has worked well as Reliance Retail has
achieved leadership in key consumption baskets and has emerged as India’s largest retailer.

2. Adaptive / Responsive- Reliance Retail operates on a framework that fosters rapid adaptation to ever
changing external environment whether it pertains to technology evolution, consumer experience or the
way shopping habits are changing. This has helped Reliance Retail in maintaining its market leadership by
anticipating and responding quickly to the ever evolving customer and market dynamics.

3. Serving the underserved markets-

Reliance Retail has been consistently expanding at the rate of more than 1 store every day for the last 5
years penetrating in to markets unserved and underserved by organised retail. It enjoys a first mover
advantage in many cities.

4. Customer focussed robust ecosystem-

Reliance Retail has created an ecosystem consisting of farmers, manufacturers, suppliers, supply chain and
logistics partners, distribution partners with a scalable and integrated network of infrastructure. This enables
it to provide unlimited choice, superior value proposition, quality and unmatched experience across all retail
stores.

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Reliance Retail has emerged as the partner of choice for International brands and has established exclusive
partnerships with many revered international brands. It operates the largest portfolio of international retail
brands in India.

6. Multi-channel strategy-

Reliance Retail has adopted multichannel strategy and has integrated ‘offline-online’ models to truly
differentiate the customer experience.

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 Chapter-2
REVIEW OF LITERATURE
Review of Literature :-
1. Journal Title- Service quality (SERVQUAL) and its effect on customer satisfaction in retailing
Published In- European Journal of Social Sciences – Volume 16, Number 2 (2010)

Authors:

1. C.N. Krishna Naik (Head & Chairman, Board of Studies, Sri Krishna Devaraya Institute of
Management )

2.Sri Krishna Devaraya University, Anantapur, Andhra Pradesh, India

3.Swapna Bhargavi Gantasala (Assistant Professor, Aurora’s P.G. College Ramanthapur,

Hyderabad)

4.Gantasala V. Prabhakar (Director of Experiential Education & Assistant Professor School of

Management, New York Institute of Technology)

Abstract:

The current study aims at measuring the influences of SERVQUAL in Retailing with

Customer Satisfaction taken as the effective outcome measure. Data sources used are secondary and
primary nature. A pilot study was carried out on a random basis for

30 respondents and the characteristic taken in the pilot study was whether the respondents visited
Pantaloons’ retail outlets or not. The objective of this study is to assess the influence of service
quality on customer satisfaction. Based on the results obtained by researcher, the following
conclusions are:

Customers have highest expectations on the promptness of service, accuracy of transactions,

security issues and concerns; the customer’s lowest expectations are cleanliness, ambience, etc.
Limitations Customer expectations and Customer Perceptions are subjective and are in a state of
constant flux and change. The findings therefore can be generalized to a given period, a pre-defined
market, and economic scenarios.

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2. Journal Title- Descriptive and Diagnostic Study about Customer Satisfaction in Retail Sector
Published In- SSRN Electronic Journal- June 2011
Authors:
1. Chander Prakash Yadav

Abstract:

As per research acquiring the customer satisfaction, work on certain parameters, which are broadly
divided into three categories according to our research model name as “Processes”, “Information”,
and “Customer Services”.

Processes, Information and Customer service are the three factors, which ensure the customer
Satisfaction. For attaining the “Processes”, focus was on, following factors name as “Merchandise
Quality”, “Customer Dealing”, “Fast and Efficient Service”, and “Convenient Store with competent
employees”. For attaining the “Information”, emphasis was on the following factors name as.
“Advertisement”, “Special Offer”, and “Demonstration and Prices”. For attaining the “Customer
Service”, we have to mainly consider on the following variables name as. “Business Ethics”,
“Environmental Effect”, “Goodwill”, “Employees behavior”, and “Friendly Atmosphere”.

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 Chapter-3
RESEARCH METHODOLOGY
About the study:
a. Significance of the study:
Finding different factors and assessing the importance for customer satisfaction in Reliance Fresh store,
which will help to improve customer service and know the factors that are valuable.

b. Objective of the study:

1. Building knowledge base on customers, competitors and markets for Reliance store and transferring
that knowledge between strategic business unit and among key managers.
2. Conducting primary market research for Reliance fresh to ensure that projects meet there objectives,
are cost effective and avoid duplication of other work.
3. To measure the no. of customers visiting Reliance fresh and their conversion ratio.
4. To explore the catchment area of Reliance fresh.
5. To calculate the average amount of purchasing/day of the customers.
6. To get the concept of retailing and other related terms in context with Reliance store.
7. To understand the consumer response and their preferences.
8. To understand the method of dissemination of information in the various management strata’s of
Reliance fresh.
9. To anticipate prospective consumers for the store.
c. Research Methodology:
Using survey methodology and conducting exit interview (An exit interview is a wrap-up meeting
between management representatives and someone who is leaving an organization, either voluntarily or
through termination) of potential respondents (customers who are above 16 years old), will conduct this
research. Data used for the study is primary data. It will be an PAPI interview (Pen and Paper Interview).

Research Design:
Time period of data collection is May 15, 2019 to July 10, 2019.
Sampling Technique - Convenience Sampling
Information is collected from those members of the population who were conveniently available to
provide it. Itis not advantageously placed to get information required.

Research Instrument- Structured Questionnaire provided by Reliance Retail.

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Using a structured questionnaire to collect data

A questionnaire consists of a series of questions related to the problem of the researcher. In a structured
questionnaire the same format is used for everyone, the questions start from general demographic questions
moving to open ended and detailed questions in the end. If the researcher gives it to the respondent to fill it is
known as questionnaire and if he asks the questions and fill it up himself it is known as a schedule.

I basically used a schedule as the questionnaire was in my laptop according to a format given by the
organisation. The questions were asked basically to define the profile of the consumers and to find out whether
they were satisfied or dissatisfied with the store and the products. The questionnaire contained a total of 29
questions. It took approximately 15 min to get one filled customers were approached randomly; many declined
and said they were a hurry few were not interested at all.

Questionnaire for study

Sample Size- Sample collected from 100 respondents.

Statistical tool used for the study are: 1. Factor Analysis 2. Graphical representation
d. Limitations of the study:
• Period of the study is 2 months which is very short to comprehend the shopping experience for
whole year, as it might have seasonal influence
• Rigorous testing to assess normality of variables, residues etc. was not done while conducting
factor analysis since this study is exploratory in design. Hence the findings are directional in nature.
• Scope of open-ended response was limited.
• Limited no. of store visited so scope of learning was confined.

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 Chapter-4
DATA ANALYSIS
1. Frequency of gender of the customer visited the store

 82.9% of customers are male

 7.1% of customers are female

2. Frequency of occupation of respondents visiting the store

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Valid small shop owner, small 8 5.5 5.5 5.5
trader, hawker
businessman,industrialist, 5 3.4 3.4 8.9
big trader, contractor
self employed proffesional 11 7.5 7.5 16.4
junior executive 47 32.2 32.2 48.6
officer,clerical staff, school
teacher, armed forces
middle/senior executive 22 15.1 15.1 63.7
officer
salesman/ store associate, 10 6.8 6.8 70.5
supervisor, team leader
housewife/ homemaker 9 6.2 6.2 76.7
Student 19 13.0 13.0 89.7
Unemployed 4 2.7 2.7 92.5
Retired 10 6.8 6.8 99.3
Refused 1 .7 .7 100.0
Total 146 100.0 100.0

 Maximum no. of customers are Junior executive (32.2%), middle/senior executive (15.1%) and
students (13%).

3. Percentage of customers distance from home to store.

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  54.8% of customers stays within 1km, 24% of customers stays within 1-2km. From this we can
interpret that most of the customers visiting the store stays nearby.

4. Visiting frequency of the customer.

 From this we can interpret that most of the customers visits often or within a week as the
frequency says 19 customers daily, 35 customers every2-3 days, 36 once a week, 25 once in 1-2
week.

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5. Percentage of customers who visited 1st time in store and who had shopped before at this store

 It was found that 89.73% of customers had visited this store before and 10.27% of customers are
visiting it for 1st time in store.

Chapter-5
SUMMARY AND CONCLUSION

 Frequency of gender of respondent found to be 82.9% of customers are male

7.1% of customers are female.
 Maximum no. of customers are Junior executive (32.2%), middle/senior executive (15.1%) and
students (13%) who visits the store.
 54.8% of customers stays within 1km, 24% of customers stays within 1-2km. From this we can
interpret that most of the customers visiting the store stays nearby.
 19 customers daily, 35 customers every2-3 days, 36 once a week, 25 once in 1-2 week visits the
store.
 It was found that 89.73% of customers had visited this store before and 10.27% of customers are
visiting it for 1st time in store.

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  There are 4 important factors (Ambience, Cleanliness, Product Satisfaction, Employee Satisfaction)
that influence the shopping experience and customer satisfaction.
 We have seen that 5 factors (Reliability, Assurance, Tangibility, Empathy, Responsiveness) also
correspond with SERVQUAL Dimensions.

Conclusion:

 This study has tried to address the major factors that are responsible for customer satisfaction in
Reliance Fresh.
 Which will help to give better customer satisfaction in future focusing on those factors.

References

 https://www.ril.com

 https://ncss-wpengine.netdna-ssl.com/

 https://pdfs.semanticscholar.org/

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